CCEP has extended its sugar-free Monster Energy Ultra range with the launch of a new Citron variant.
Hitting shelves this month, Monster Energy Ultra Citron combines a citrus flavour with sparkling lemonade, whilst delivering the usual Monster energy hit.
It offers an easy-to-drink, lighter taste profile and has been developed in-line with research showing that citrus flavours are popular among Monster Energy’s target audience.
The launch comes after sales of low calorie energy drinks grew by 32% over the past year, making it the highest performing segment within the energy drinks sector. It joins the three existing Monster Energy Ultra variants, White, Red and Sunrise, which have been responsible for 55% of the energy sector’s low calorie growth since their launch a year ago.
Packaged in a yellow 500ml can, CCEP advises retailers to display the new addition alongside the other Ultra variants to create an eye-catching block on the shelf.
Simon Harrison, operational marketing director at Coca-Cola European Partners, said: “Consumers are increasingly turning to energy drinks that have the flavour profile of a standard carbonate, rather than the traditional energy drink taste. By offering a new option that meets this demand, whilst also appealing to health-conscious shoppers, Monster Energy Ultra Citron is an ideal way for retailers to maximise their energy drinks sales.”
