Monster Energy is responding to the growing demand for great-tasting, lighter drinks, with the launch of three new zero-calorie variants.
Ultra is a light sparkling citrus flavour; Ultra Sunrise is a citrus and orange twist with a sophisticated dry flavour; and Ultra Red combines the Monster Energy blend with a drink that’s refreshing, light and crisp. All contain zero sugar and calories.
The new Ultra range has been a big success in the US where it is the number one low-calorie energy product in the region after just three years (AC Nielsen). In Great Britain Monster Energy hit the £120m sales mark this year and brand owner Coca-Cola Enterprises (CCE) expects the introduction of the new zero calorie options to deliver further growth.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: "As the Monster Energy brand continues to enjoy impressive growth, we’ve responded to the overwhelming demand from consumers and Monster brand fans to introduce a wider selection of variants which contain zero sugar and zero calories.
"The Monster Energy Ultra range has been hugely successful in the USA and we’re looking forward to working with retailers to replicate this performance in Great Britain, helping our retailers to achieve incremental growth within the energy sector."