SEE INSIDE MONSTER ENERGY'S INNOVATION LOCKER: THE BEVERAGEDAILY.COM TOP 5
5. KHAOS AND RIPPER – Dialing-down juice levels
By Ben BOUCKLEY
- Last updated on
Sacks sees punch products as a “key strategic subset” of energy, and insists Monster is increasing its distribution with its two DUB Punch Monster SKUs.
He describes juice-based energy drinks (‘Juice Monster’ or Khaos) as less of a strategic subset, and insists Monster has dialled down juice levels (now 50% in Khaos).
From Sacks comments on yesterday’s analyst call, it’s unclear whether Monster Ripper is replacing Khaos as well as the now defunct M-80. (N.B. We’re checking this out!)
But at any rate he says Monster will strive to “solidify some distribution losses that we had on M-80, which is now Ripper…then we will then strategically, probably, expand that line with one more juice product.”
Monster was in the process of rolling out new Ripper cans and had reworked the formula for “lighter, lower-content juice flavors, which we believe are far more drinkable and easily drinkable because they are still carbonated,” he added.