Wholesalers have warned core Monster Energy price-marked (PMP) lines could become more expensive for retailers, as Coca-Cola Europacific Partners (CCEP) is to increase cost prices in line with new sugar tax rates.

Several wholesalers, who asked not to be named, confirmed to Better Retailing they had received communication from the supplier outlining the changes to single and four-pack formats.

One said: “The PMP will remain the same across several lines, but we’re being hit by price increases across six variants. It will be about £10,000 in annual costs to us.

“The sugar tax is a tax to the consumer. It’s not fair that CCEP is forcing wholesalers and retailers to absorb the costs.”

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Another added: “We’ll have to potentially increase our price to retailers to make up for the increases. I don’t see why CCEP isn’t coming up with a way they can work with us to find a work around.”

One senior industry source said they would likely see single can formats impacted the most, due to demand. They added: “We have pushed back and Monster appears to be the key issue here.

“We don’t believe it is appropriate to reduce retailers margins due to the sugar tax increase. It feels particularly bad timing to take this approach as costs of operating for retailers are increasing again in April, due to rises in wages and National Insurance.”

From 2018, soft drinks containing at least 5 grams of sugar per 100ml became liable for a tax to help tackle obesity rates across the UK. From 1 April 2025, the lower rate of 18p per litre will increase to £1.94 per 10 litres. A higher rate of 24p per litre will also increase to £2.59 per 10 litres.

A CCEP spokesperson said: “The industry has faced increased costs across key commodities for some time now due to external factors beyond its control. As a business we have taken steps to mitigate the impact of these cost pressures where possible. The recommended prices on Monster PMPs are intended only as a guide for retailers, and there are plain packs available as well.”

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