Coca-Cola European Partners (CCEP) has extended its energy portfolio with Monster Hydro. Monster Hydro is a non-carbonated energy product, and will be available in three flavours: Tropical Thunder, Mean Green and Manic Melon.

Hydro will be available as a 550ml resealable wide mouth bottle, and the launch will be supported by nationwide sampling and digital campaigns to target a core audience of predominantly 25-45 year old males.

Simon Harrison, operational marketing director, GB, Coca-Cola European Partners, said: “We want to reinvigorate the refreshment energy segment with true consumer-led innovation to drive sustainable growth. Monster Hydro delivers on this and is another example of how we are investing in our portfolio of leading brands to offer consumers more choice.

“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.

“We shall continue to energise our branded portfolio to ensure they remain relevant to consumers whilst helping to drive sales for our retail customers.”