Coca-Cola Europacific Partners (CCEP) has expanded its range with the arrival of Monster Reserve Orange Dreamsicle, alongside the launch of price-marked multipacks (PMPs) for Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton.
The launches are designed to “maintain momentum behind the Monster brand”, which is worth more than £574m according to Unitas.
The new orange flavour hopes to help retailers tap into the growing popularity of flavour variation in traditional energy drinkers.
It combines a citrusy orange flavour with creamy vanilla bean, packed with the same powerful Monster Energy blend.
The launch adds to Monster Reserve’s range - now with three flavours, including White Pineapple and Watermelon.
According to Unitas, Monster multipacks have added over £16.3m in value over the last year. To help convenience retailers tap into this opportunity, the energy drink company has launched PMPs for its Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton variants.
Helen Kerr associate director of portfolio development at Coca-Cola Europacific Partners GB said: “Monster’s new product innovation record leads the energy drinks category, and has helped Monster add an extra £98.3m worth of sales in the past year. The first two Monster Reserve variants have proven popular with fans that love full-on flavour and we’re confident that the new Monster Reserve Orange Dreamsicle won’t disappoint.
“We know PMPs give shoppers a feeling that they’re getting better value for money, so in these challenging times the launch of price-marked multipacks for Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton offers a point of difference that shoppers can’t get in larger stores and will help to drive sales for convenience retailers”.
Retailers can request POS materials via My.CCEP.com.
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