SUBSCRIBE

Breaking News on Beverage Technology & Markets

Trends > Future Flavors

News in brief

Monster Energy Ultra Citron launches as low calorie energy drinks rise 32%

By Rachel Arthur+

25-Jan-2017
Last updated on 25-Jan-2017 at 15:04 GMT2017-01-25T15:04:52Z

'Consumers are turning to the flavor profile of a standard carbonate, rather than traditional energy drink tastes'
'Consumers are turning to the flavor profile of a standard carbonate, rather than traditional energy drink tastes'

Coca-Cola European Partners (CCEP) has launched a new citrus flavor for sugar-free Monster Energy Ultra, seeing a 32% rise in sales of low calorie energy drinks and a shift in interest away from traditional energy drink tastes.

Monster Energy Ultra Citron – which ‘combines a citrus flavor with the refreshment of sparkling lemonade’ – is being launched in the UK this month.

Coca-Cola says the lighter taste profile and citrus flavor is in line with the tastes of Monster Energy’s audience.

The low calorie energy drinks sector was the highest performing sector within energy drinks in 2016, according to Nielsen data. The existing Monster Ultra variants (white, red and sunrise) have been responsible for 55% of the energy drink category’s low calorie growth since their launch a year ago.

Simon Harrison, Operational Marketing Director at CCEP, said: “Consumers are increasingly turning to energy drinks that have the flavor profile of a standard carbonate, rather than the traditional energy drink taste.

“By offering a new option that meets this demand, while also appealing to health conscious shoppers, Monster Energy Ultra Citron is an ideal way for retailers to maximize their energy drinks sales.”

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...