Coca-Cola Europacific Partners (CCEP) has announced the arrival of Monster Reserve Orange Dreamsicle, alongside price-marked multipacks (PMPs) for its Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton ranges.
The brand noted that new flavours and formats have been key to the growth of the energy category, which is now worth £1.84bn in Britain. In fact, more than 47.7% of category innovation sales over the last year have come from Monster’s NPD, driven by five new launches in 2023 – Monster Zero Sugar Lewis Hamilton, Monster Ultra Rosa, Monster Aussie Lemonade, Monster Energy Zero Sugar and Monster Ultra Peachy Keen.
This year, the brand is hoping Monster Reserve Orange Dreamsicle will help retailers to tap into the growing popularity of flavour variation in traditional energy drinkers.
Launching this week, Monster Reserve Orange Dreamsicle combines a citrusy orange flavour with creamy vanilla bean, along with the same Monster Energy blend. The launch adds to the now three-strong, Reserve range – alongside Monster Reserve White Pineapple and Monster Reserve Watermelon, which are already worth nearly £5m in retail.
Meanwhile, the brand highlighted that Monster multipacks have added over £16.3m in value over the last year as more consumers enjoy energy drinks at home. They are growing faster than multipacks from any other major brand in the energy category (20.7%).
To help convenience retailers tap into this opportunity, Monster is launching PMPs for its Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton variants, worth £66.8m and £16.3m in value respectively.
Helen Kerr, Associate Director of Portfolio Development at CCEP 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 who 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”.
