Coca-Cola Europacific Partners (CCEP) is bolstering its Relentless Zero Sugar range with the addition of a Watermelon variety.

The supplier hopes the new launch will continue the energy drink brand’s momentum. Relentless is currently worth nearly £52m, up by 12.9% in value and 43.7% in volume in the past year.

CCEP’s existing Relentless Zero Sugar flavours, Raspberry and Peach, have added more than £5.3m to the energy drinks category since launching last year.

Overall, the category is worth £1.71bn and has grown by 13.6% and 7.8% in value and volume respectively in the past year.

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Pippa Collins, associate director of commercial development at CCEP GB, said: “The energy drinks segment has established itself as one of the key value and volume growth drivers within soft drinks, adding more than £205m to the category over the last year.

This is largely due to the segment becoming more mainstream over the last decade, appealing to more consumers on more occasions and this is thanks to the arrival of new flavours, functionality and zero sugar-options like the Relentless Zero Sugar range. Innovation continues to be incredibly important to the segment, delivering almost a quarter of energy drinks growth, and we’re confident that this new Relentless Zero Sugar Watermelon variant will contribute to this moving forward so would recommend that retailers get stocked up.”

Retailers can capitalise on the new launch with in-store and digital PoS from my.CCEP.com.

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