Monster has added a new flavour to its zero-sugar Ultra range.
Monster Ultra Fantasy Ruby Red offered a “unique grapefruit flavour” with a “fresh citrus taste”, said brand owner Coca-Cola Europacific Partners (CCEP).
Rolling out from mid-August, the NPD will be available in plain and price-marked single 500ml cans, as well as four-can multipacks. An rsp was not made immediately available.
The graffiti-style bright pink can, designed in collaboration with artist Mark ‘Pinky’ Taylor, aimed to “deliver maximum impact on shelf” in the growing zero-sugar energy drink category, said CCEP.
The latest addition follows the recent launches of Monster Juiced Rio Punch and Monster Lando Norris Zero Sugar.
“Energy drinks continue to increase in appeal to more consumers on more occasions throughout the day and remain the most dynamic segment in soft drinks,” said Helen Kerr, associate director of portfolio development at CCEP. “Much of energy drinks’ growth is being driven by zero-sugar innovation, a space in which our Monster Ultra range continues to lead the way, with bold flavours and even bolder can designs.
“Ultra Fantasy Ruby Red is a total knockout – a punchy grapefruit flavour that’s already smashing it stateside. Wrapped in a show-stopping can designed by long-time collaborator, Mark ‘Pinky’ Taylor, it’s made to turn heads and fly off shelves. We can’t wait to see how retailers bring the launch to life in-store.”
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