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2. MONSTER ENERGY UNLEADED – Tapping new consumer groups
By Ben BOUCKLEY
- Last updated on
“We are planning to launch Monster Unleaded, a new non-caffeinated energy drink in the Monster line in the USA later this year,” Sacks revealed on yesterday’s call.
Monster’s boss says he believes the beverage (which will likely still contain Monster’s energy blend), will attract consumers who now steer clear of energy drinks on account of caffeine, as well as people who want to drink more Monster – “particularly later in the day or early evening”.