Monster expands reserve range and multipack offering

Coca-Cola Europacific Partners (CCEP) is bringing even more flavour to the energy drinks chiller 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 and driving more value growth than any other brand (42 per cent) in the energy category.

Monster Reserve Orange Dreamsicle

New flavours and formats have been key to the growth of the energy category, which is now worth £1.84bn in GB.  In fact, more than 47.7 per cent 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.

In 2024, the brand is picking up where it left off, with Monster Reserve Orange Dreamsicle, helping retailers to tap into the growing popularity of flavour variation in traditional energy drinkers.

Out this week (w/c 5 February), Monster Reserve Orange Dreamsicle combines a citrusy orange flavour with creamy vanilla bean, packed with the same powerful 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.

Convenience retailers can request POS materials via My.CCEP.com to help bring the launch to life in-store.

Monster Juiced Mango Loco and Monster Zero Sugar Lewis Hamilton – available in price-marked multipack

Monster multipacks have added over £16.3m in value over the last year as consumers enjoy energy drinks alongside food at home or during occasions like chill-time or when gaming. In fact, they are growing faster than multipacks from any other major brand in the energy category (20.7 per cent).

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.

“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,” said Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB. 

“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”.