Coca-Cola European Partners has added a new ‘Nitro’ energy drink to its Monster brand.
The drink is said to be enhanced with nitrous oxide and carbon dioxide to create a “uniquely light, dry carbonated texture”.
It contains 32g of caffeine per 100ml, and has a “satisfying citrus taste”, said CCEP.
It’s the latest in a flurry of NPD from the brand since January, joining Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch on shelves.
CCEP commercial development associate director Gemma Nicholas said the brand must “continue to innovate, to secure [shoppers’] long-term loyalty and maintain engagement”. “With the launch of Monster Nitro, we’re giving our fans something they’ve never had before.”