Monster Energy has teamed up with Formula One driver Lewis Hamilton to launch a new zero-sugar energy drink.
The energy drink features a peach nectarine flavour, and not only contains zero sugar but it also has zero calories.
Martin Attock, vice president of commercial development at Coca-Cola Europacifc Partners GB – which is the manufacturer and distributor of the Monster Energy portfolio – said: “Monster is more than a drink, it’s a lifestyle lived by the athletes and sports teams the brand works with and of course all their fans.
“During its 20th anniversary year, Monster has broken records to become the number one deliverer of value growth in the entire soft drinks category. Lewis has broken records for the most wins, pole positions, and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.”
The zero-sugar energy drink is available now for £1.39 per single can. However, a four-pack multipack variant will join the range in January 2023.
© FoodBev Media Ltd 2023
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial