• Product: Monster Ultra Strawberry Dreams
• Supplier: Coca-Cola Europacific Partners
• RRP: TBC
• Available: September

Coca-Cola Europacific Partners (CCEP) is expanding Monster’s zero-sugar Ultra range with the addition of a Strawberry Dreams variety.

The new flavour, which launched in the USA last year, will be available from September in 500ml plain and price-marked single cans and plain four-packs, with the supplier yet to confirm pricing.

It is a response to consumer demand for flavour innovation. In a recent Monster customer survey, 55% of respondents said strawberry was the number one flavour innovation they wanted to see.

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Retailers will be able to request themed PoS and digital assets to accompany the launch from My.CCEP.com.

This marks the second Monster launch this week, following Monster Nitro Cosmic Peach.

Helen Kerr, associate director of portfolio development at CCEP GB, said: “Energy drinks are adding more value to the soft drinks category than any other segment. And much of this is down to diversification and innovation, led by Monster, which contributed more than half of NPD value sales over the past year. It’s a massive opportunity for retailers and there’s still room for significant growth.

“We’re confident Monster Ultra Strawberry Dreams will build on this success. This new launch will tap into demand for the strawberry flavour and zero sugar energy drinks with the renowned Monster energy kick, so we’d recommend that retailers get stocked up.”

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