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4th May 2021
Coca-Cola European Partners (CCEP) has announced the launch of a new variant of the Monster energy drink brand, which is “supercharged” with a blend of nitrous oxide and carbon dioxide gas.
The blended gas technology used for Monster Nitro is said to deliver a uniquely light, dry carbonated texture.
The 500ml variant contains 32mg of caffeine per 100ml, with a citrus flavour. The launch is being supported with POS materials carrying the strapline ‘BRING THE N2OISE’.
Monster Nitro is the fourth new product from the brand this year, following the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January.
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.”
Monster Energy has unveiled trio of new flavours.
The brand is adding three new drinks, expanding its Core, Ultra and Juiced ranges.
They are: Monster Mule, a twist on a Moscow Mule cocktail that claims to be the first ginger-flavoured energy drink the UK; Monster Ultra Fiesta, which blends Monster Energy with a mango flavour; and Monster Juiced Monarch, which combines peach and nectarine fruit juices with Monster energy blend.
Monster Mule and Monster Ultra Fiesta launched this month, with Monster Juiced Monarch to follow in February (rsp:£1.39-1.54/500ml).
The NPD follows what Monster billed a “record” 2020: the brand added £43.1m to its value in 2020, hitting £286.2m [Nielsen 52 w/e 5 September 2020].