Coca-Cola Europacific Partners (CCEP) is bolstering its Relentless Zero Sugar range with the launch of a new Watermelon flavour.
The new zero sugar flavour is designed to fuel additional growth of the Relentless brand, which is worth nearly £52m – up 12.9% in value and 43.7% in volume over the past year (all Nielsen data).
It builds on the successful launch of the Relentless Zero Sugar Raspberry and Peach flavours last summer, which have already added more than £5.3m to the energy drinks category.
Relentless Zero Sugar Watermelon comes in a white, black, pink and green can design with plain and price-marked 500ml packs available.
Retailers can drive excitement in-store with pos material and digital downloads, available from my.CCEP.com
CCEP says the new variant will also help retailers tap into the growth of the wider energy drinks sector – now worth £1.71bn and enjoying 13.6% value growth and 7.8% volume growth in GB over the last year (Nielsen). This is, in part, being driven by the increased popularity of sugar-free energy drinks, which are now worth £305m, up 26.1% in value and 22.9% in volume in the last 12 months, with Relentless’ sister brand Monster taking the number one sugar-free energy drink spot with Monster Ultra.
Pippa Collins, associate director of commercial development at CCEP GB, said: “The energy drinks segment has established itself as one of the key value and volume growth drivers within soft drinks, adding more than £205m to the category over the last year.
“This is largely due to the segment becoming more mainstream over the last decade, appealing to more consumers on more occasions and this is thanks to the arrival of new flavours, functionality and zero sugar options like the Relentless Zero Sugar range. Innovation continues to be incredibly important to the segment, delivering almost a quarter of energy drinks growth and we’re confident that this new Relentless Zero Sugar Watermelon variant will contribute to this moving forward so would recommend that retailers get stocked up.”
