Coca-Cola European Partners (CCEP) is adding non-carbonated energy drinks to its successful Monster line-up. Called Monster Hydro, the drinks come in three distinct flavours: Tropical Thunder, Mean Green and Manic Melon.

Further complementing Monster Energy’s range as an everyday pick-me-up, with multiple use occasions, Hydro will be available in a 550ml resealable wide-mouth bottle. Carrying the iconic claw logo as part of its pack design and format, the launch will be supported by nationwide sampling and digital campaigns to target the core audience of predominantly 25-45- year-old men.

Simon Harrison, operational marketing director, GB, CCEP, said: "The launch forms part of our new Energy Growth Strategy to drive incremental growth in the sector by increasing frequency of purchase among existing energy drinkers and attracting new consumers through new flavours and formats." He added that 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 energy.

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