Monster Energy, distributed by Coca-Cola Enterprises (CCE), has announced its latest investment into the brand by unveiling two new products.

The latest additions to the brand, which aim to drive incremental growth, are:

• Monster Assault, a blend of soda and energy, which is introduced into the GB market following successful activation across Europe; and

• Monster Energy ‘The Doctor’ – a special edition pack celebrating Monster’s ongoing relationship with the MotoGP series, which honours the motorsport star Valentino Rossi.

Caroline Cater, operational marketing director at CCE, said: “Product innovation is the key driver within the energy drinks sector, helping to increase consumer choice while maximising incremental growth.

“The launch of Monster Assault builds on the recent Rehab innovation with Energy+Tea and opens up a new opportunity for retailers. ‘The Doctor’ appeals to Monster Energy consumers’ love of motorsport, and celebrates one of the most popular sportspeople in the world.

“The new products help retailers to offer further choice to consumers, reinforced by the existing popularity of the Monster Energy brand. We are confident the new variants will play a key role in the brand’s continued sales growth.”

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