Monster strengthens its Ultra and Juiced ranges

Coca-Cola Europacific Partners (CCEP) is bringing more flavour to the energy drinks chiller with the arrival of Monster Ultra Gold and Monster Khaotic to maintain momentum behind the Monster brand – the single biggest contributor to soft drinks category growth in the last year.

Monster Ultra Gold

With zero sugar, easy-drinking Ultra Gold has the fresh flavour of biting into a perfectly ripened golden pineapple, giving consumers a delicious and refreshing energy boost with no calories.

Monster Ultra Gold’s fresh flavour and shiny gold packs are designed to appeal to new and existing Monster fans, helping retailers tap into the continued popularity of the sugar-free, HFSS-compliant energy drinks.

Monster Ultra remains the No.1 zero sugar energy drinks range in GB, up a massive 41.4 per cent in value.

Monster Khaotic

Monster Khaotic is a shake-up of one of the original Monster Juiced variants launched more than a decade ago when real fruit juice was first combined with the functionality of energy drinks. Today, the Monster Juiced range is worth £75m and in 60 per cent growth.

Fast forward to 2022 and the tropical orange twist of Monster Khaotic combined with Monster’s famous energy blend has been lightened-up and juice blend adjusted to deliver a taste best experienced, rather than described. A bold and bright packaging design has been created by legendary street artist RISK, bringing his iconic West Coast style and vibrant presentation to capture the spirit of Monster Khaotic and deliver maximum impact on-shelf.

Pack formats and POS

Monster Ultra Gold and Monster Khaotic are rolling out from the middle of April and will be available in both plain and price-marked* 500ml packs for shoppers to enjoy on-the-go.

Point-of-sale materials including shelf strips, totems, wobblers, free-standing display units and more are available to drive excitement in-store. Convenience retailers can request POS materials via My.CCEP.com from the middle of April.

“Monster has led the diversification of the energy sector in recent years, which has helped energy drinks appeal to more consumers, on more occasions, by offering the choice and great taste of soft drinks, but with added functional benefits,” said Martin Attock, Vice President of Commercial Development.

“Monster delivered more than 50 per cent of energy drinks’ £200m growth in 2021, but it didn’t just put the energy into energy drinks; it was the biggest value contributor to the entire soft drinks category.

“The latest great tasting variants will bring excitement to the energy fixture and help drive sales for retailers, offering new flavours – with and without sugar – alongside the high-octane marketing and in-store activation that Monster is famous for.”

*The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.