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Monster Energy has launched its latest product, Monster Ultra Fantasy Ruby Red, a grapefruit-flavoured addition to its popular zero-sugar Ultra series.

The new flavour is set to hit shelves nationwide in the US in mid-August, reflecting the brand's ongoing commitment to innovation in the energy drink market.

Monster Ultra Fantasy Ruby Red offers a balanced blend of sweetness and tartness, designed to appeal to consumers seeking refreshing and unique flavour profiles. The drink features a vibrant pink hue and includes the brand's signature energy blend, delivering a calorie-free energy boost.

This product introduction comes at a time when the energy drink sector is witnessing significant growth, particularly in the zero-sugar category, which has expanded by 7.6% year-on-year.

The grapefruit flavour has been identified as one of the fastest-growing trends in cold beverages, positioning Monster Ultra Fantasy Ruby Red to leverage this momentum. Notably, this flavour has already gained traction in the US market, becoming the second best-selling Ultra variant.

The new offering will be available in 500ml cans, both plain and price-marked, as well as in four-can multipacks featuring eye-catching graffiti-style artwork by artist Mark ‘Pinky’ Taylor.

Coca-Cola Europacific Partners Great Britain Limited (CCEP), which manages the Monster brand in the UK, has highlighted that innovation has been a key driver of growth in the energy drinks category.

Over the past year, new product development has contributed to 28% of the overall category growth, with Monster accounting for more than half of the innovation sales in this space.

The brand has reported a retail value increase of £78 million over the last year, solidifying its position as the fastest-growing energy brand in Great Britain, with a total market value exceeding £756 million.

Helen Kerr, associate director of portfolio development at CCEP, said: “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".

She added: "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".