Monster Energy is aiming to drive further incremental growth in the energy drinks sector by launching Mega Monster - a new format of its Monster Energy (Green) can with a re-sealable cap.
Mega Monster will be available to retailers in 553ml re-sealable cans. The new pack is designed to allow consumers to keep their can of Monster Energy on the go with them and enjoy Monster Energy carbonated over longer periods.
The launch of Mega Monster follows the success of re-sealable Monster SKUs in the US and South Africa and responds to consumer research that shows almost three quarters of UK energy drinks consumers strongly like the idea of a re-sealable can.
Phil Thomson, associate director of Franchise Brands at Coca-Cola Enterprises, said: “The energy drinks sector continues to grow strongly, but research shows that there’s a demand from energy drinks consumers for the convenience of a re-sealable can that they can keep with them on the go.
“The launch of Mega Monster satisfies this demand and this innovative pack format has proven to be a success in other countries, delivering incremental sales. Its launch in GB will help retailers offer Monster’s loyal fans a new format that addresses a specific consumer need.”