- Monster adds exciting new flavour – Monster Lando Norris Zero Sugar
- Latest NPD follows the continued success of Monster’s zero sugar range, which includes Monster Ultra, up 18% in value sales over the last year
- Lando Norris represents a continued collaboration with motorsport heroes’ in association with its high-profile partnership
Formula 1 frontrunner Lando Norris has teamed up with Monster Energy and Coca-Cola Europacific Partners (CCEP) to launch an all new zero sugar energy drink – Monster Lando Norris Zero Sugar.
Full speed innovation
Monster Lando Norris Zero Sugar will be available from June in plain and PMP 500ml cans, and plain 4x500ml multipacks. The new liquid combines the powerful Monster Energy blend with a unique, refreshing Melon Yuzu flavour, which, according to CCEP, is unlike anything else in the energy drink market.
The “one of a kind” flavour is designed to help retailers connect with Gen Z energy drinkers, who seek flavour experiences through innovative flavour profiles and unique flavour.
The striking can design, which has Norris’ name emblazoned across the top, celebrates "Last Lap Lando" – playing on Norris’s fearless, late-race attacks and heroics – and is guaranteed to deliver maximum stand-out on shelf.
Norris represents a new wave of motorsport heroes and builds on Monster's tradition of successful hero can launches. Its Lewis Hamilton Zero Sugar variant was the best-performing NPD launch in the energy drinks category in 2023 and delivered more than £21.7m in value sales in its first year in the market.
Zero sugar driving category growth
Monster’s zero sugar Ultra line-up is up 18 per cent in value sales year on year and is now worth more than £210m, led by Monster Ultra White – the no.1 zero sugar energy drink in value sales in GB.
Convenience retailers can request Monster Lando Norris Zero Sugar POS materials and download digital assets via My.CCEP.com to help bring the launch to life in-store.
This is set to be one of Monster’s biggest launches yet, supported by an integrated marketing campaign, including OOH advertising, social media and sampling.
"Monster isn’t just a drink – it’s a lifestyle embraced by the athletes, sports teams and passionate fans who live life at full throttle,” said Helen Kerr, Associate Director of Commercial Development. “The launch of Lando Norris Zero Sugar underscores our commitment to offering retailers bold, high-impact choices that harness the adrenaline and global energy of top-level sport.
“Monster is already driving the growth of the zero-sugar energy segment, which has seen an impressive growth in value sales over the last year. With a unique flavour profile and the star power of one of Formula 1’s most exciting personalities, we're confident this launch will give retailers a powerful new asset to excite shoppers and accelerate their energy drinks sales."
