• Product: Hell Ice Coffee Mocha
• Supplier: Hell Beverages
• RRP: £1.25 (plain and PMP)
• Available: April

Hungarian energy drink brand Hell is set to expand its ready-to-drink (RTD) coffee range with the launch of a Mocha variety this April.

The new flavour will be available in plain and £1.25 price-marked 250ml cans. Its launch is part of Hell’s plans to significantly increase its presence in the UK this year.

Hell’s RTD coffee range is available in 28 countries and is the market leader in six, including its home country of Hungary, the supplier said. It has also seen success in the UK through WHSmith, where three of its SKUs are the retailer’s number one, two and four bestselling RTD lines, according to national sales manager Barry Wilson.

The brand is available to convenience retailers through Bestway, Parfetts, Dhamecha, James Hall & Co. and a van sales operation serviced by five regional depots.

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Hell Ice Coffee Mocha will be launching in cases of 12 for retailers exclusively in the UK, which the supplier aims to extend to the rest of the Hell Ice Coffee range. “It makes a better transaction value for the independent retailer who might be looking to buy more than one flavour,” said Wilson. “They might want the Cappuccino, the Latte and the Salted Caramel, so if we can offer those in 12-unit trays instead of 24, it brings the transaction value down but still allows them good distribution.”

Hell will be supporting the launch of Mocha with consumer sampling, as well as a debut appearance at this year’s National Convenience Show (NCS). Head of field sales Andy Pheasant said the brand’s stand at NCS had “quadrupled in size” due to the ambitions of the brand’s owners.

“We spoke to the owners in Hungary and they’re very clear that the UK is a key priority market that they want to win in,” he said.

Hell is also set to expand its energy drink range with the launch of a flavour that it claims to be the first energy drink to be entirely developed by AI, as well as at least one limited summer edition.

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