Monster Energy will seek to capitalise on growing demand for lighter beverage options with the launch of a new citrus variant to its Ultra range.
Available in the UK from this month, Monster Energy Ultra Citron combines a citrus flavour with the refreshment of sparkling lemonade, while still delivering the full energy hit that consumers are looking for.
It offers an easy-to-drink, lighter taste profile and has been developed in line with research showing that citrus flavours are popular among Monster Energy’s target audience, the brand said.
The launch comes as sales of low-calorie energy drinks grew by 32% over the past year, it said, making it the highest performing segment within the energy drinks sector.
Simon Harrison, operational marketing director for Monster brand owner Coca-Cola European Partners, said: “Lighter energy drink variants are in higher demand than ever before, and our Monster Energy Ultra white variant generated the biggest growth in the energy sector during 2016. We’re pleased to now add further choice to our zero-sugar Ultra range with the addition of the new Citron variant.
“The success of Monster Energy Ultra underlines the importance of continued innovation in this sector. Consumers are increasingly turning to energy drinks that have the flavour profile of a standard carbonate, rather than the traditional energy drink taste. By offering a new option that meets this demand, whilst also appealing to health conscious shoppers, Monster Energy Ultra Citron is an ideal way for retailers to maximise their energy drinks sales.”
Packaged in a yellow 500ml can, the new addition can be displayed alongside the other Ultra variants to create an eye-catching block on shelf, better showcasing the full range of options to shoppers. It joins the three existing Monster Energy Ultra variants – white, red and sunrise – which Coca-Cola said have been responsible for 55% of the energy sector’s low-calorie growth since their launch a year ago.
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