Monster has added Nitro Blue Flash to its ‘Additions’ range.
The NPD combined “the powerful Monster energy blend with a light blueberry flavour”, according to Monster.
It has rolled out across grocery and convenience in 500ml single cans (rsp £1.85).
The Monster Additions range – which includes the brand’s Reserve and Nitro variants, as well as special-edition collaborations – is up 44% in value, having added £16.9m in sales over the past year [NIQ 52 w/e 11 July 2026].
Additions has delivered sales of £55.1m in the past year, representing around 6% of the wider Monster brand, which is now worth over £916m.
“Flavour innovation continues to be a major driver of growth in energy drinks, and Monster remains at the forefront of that momentum,” said Rob Yeomans, VP commercial development at Coca-Cola Europacific Partners GB. “Nitro Blue Flash gives retailers another exciting way to keep shoppers engaged with the category, building on the success of our Nitro range and the wider Monster Additions portfolio.”
Yeomans continued: “With a bold new flavour and eye-catching design, Nitro Blue Flash is designed to drive trial, encourage repeat purchase and help retailers maximise sales from one of the fastest-growing areas of soft drinks.
“Following the success of Monster Nitro Cosmic Peach, we’re confident this latest addition will keep shoppers coming back for more.”
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