Coca-Cola targets new shoppers with non-sparkling Monster line

Coca-Cola European Partners (CCEP) will launch a non-carbonated energy drink as part of the Monster portfolio in the UK.

Monster Hydro will be available in three flavours: tropical thunder, mean green and manic melon. Described as ‘a new generation of refreshment energy’, the range will be available in a 550ml resealable wide-mouth bottle with the iconic Monster claw logo at the heart of the pack design.

The launch will be supported by nationwide sampling and digital campaigns to attract a core audience of predominantly 25-45-year-old males.

Simon Harrison, operational marketing director GB for Coca-Cola European Partners, said: “We want to reinvigorate the refreshment energy segment with true consumer-led innovation to drive sustainable growth. Monster Hydro delivers on this and is another example of how we are investing in our portfolio of leading brands to offer consumers more choice.

“The launch forms part of our new ‘Energy Growth Strategy’ to drive incremental growth in the sector by increasing frequency of purchase amongst existing energy drinkers and attracting new consumers through new flavours and formats.

“The non-carbonation of Monster Hydro makes it an ideal energy drink to help retailers take advantage of the ‘with-food’ opportunity, as it is refreshing and easy to drink but doesn’t compromise on the full energy hit that consumers demand.

“We shall continue to energise our branded portfolio to ensure they remain relevant to consumers whilst helping to drive sales for our retail customers.”