CCEP hopes to shake up the Soft Drinks category with the launch of Monster Hydro, a non-carbonated energy drink.
Rolling out this summer, Monster Hydro will be available as a 550ml resealable wide mouth bottle in three flavours: Tropical Thunder, Mean Green and Manic Melon.
The launch will be supported by nationwide sampling and digital campaigns to target a core audience of predominantly 25 to 45-year-old males.
Simon Harrison, Operational Marketing Director, GB, Coca-Cola European Partners, said: “The launch forms part of our new Energy Growth Strategy to drive incremental growth in the sector by increasing frequency of purchase amongst existing energy drinkers and attracting new consumers through new flavours and formats.
“The non-carbonation of Monster Hydro makes it an ideal energy drink to help retailers take advantage of the with-food opportunity, as it is refreshing and easy to drink but doesn’t compromise on the full energy hit that consumers demand.”
