Coca-Cola Europacific Partners has expanded its zero sugar energy drinks range with the launch of Monster Ultra Vice Guava, a new guava-flavoured variant joining the fast-growing Monster Ultra line-up.
The new drink is available exclusively in Tesco from this month before rolling out nationwide from late July.
CCEP said the launch is designed to tap into rising consumer demand for guava flavours, which have grown by more than 22 per cent over the past two years. The supplier added that Ultra Vice Guava has already become Monster’s best-selling Ultra flavour in the US.
The zero sugar and zero calorie drink combines guava flavour with Monster’s energy blend and will be available in plain and price-marked 500ml cans with a recommended retail price of £1.75.
The launch also continues Monster’s focus on bold can designs, with the new variant featuring an “80s-inspired Miami vice” look aimed at maximising standout in chillers.
The launch follows the introduction of Monster Juiced Viking Berry earlier this year as Monster continues to expand its portfolio within the growing low-calorie energy segment.
According to CCEP, low-calorie energy drinks are now worth £631 million in Great Britain, with Monster holding a 55 per cent share of the category. The Monster Ultra range is now worth more than £273.6m and remains the number one zero sugar energy brand in the market.
“Energy drinks continue to go from strength to strength and remain one of the most dynamic segments in soft drinks, with zero sugar innovation playing a central role in driving growth. That’s exactly why Monster Ultra continues to be such a powerful platform for retailers - combining bold flavours and a striking can design to appeal to more consumers, on more occasions,” Rob Yeomans, vice-president of commercial development at Coca-Cola Europacific Partners GB, said.
“We’re confident that Monster Ultra Vice Guava will build on this momentum. Guava is a flavour consumers are increasingly seeking out, and it’s already proven to be a hit in the US.”
He added that the flavour and packaging were designed to “turn heads in the chiller, excite loyal Monster fans and bring new shoppers into the category”.
CCEP said retailers will be able to access point-of-sale materials and digital assets through the My.CCEP.com platform to support in-store activation.