Coca-Cola European Partners (CCEP) has announced it’s expanding its Monster range with a new Nitro variety.

Monster Nitro will be available in a 500ml can in plain and price-marked packs and uses a blend of nitrous oxide and carbon dioxide gas to deliver a “uniquely light, dry carbonated texture and a citrus taste,” the supplier has said.

PoS materials will be available to support the launch from May, which will include the strapline ‘Bring the n₂oise’ to create in-store theatre and retailers can request this via CCEP’s trade website, my.CCEP.com.

Mule, Ultra Fiesta and Juiced Monarch join Monster range

The new flavour is the fourth new product from Monster this year and follows the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January.

Gemma Nicholas, associate director of commercial development at CCEP, said: “Energy drinks continue to grow, and much of this is down to the success of the Monster brand. In fact, more shoppers are buying more of Monster’s drinks, more often then ever before.

“New product innovations are key to gaining momentum behind the Monster brand, which is driving growth in the energy drinks sector. Now worth more than £321m, Monster is the fastest-growing energy drinks brand in GB and has delivered more than half of the sectors £148.2m growth over the past two years. With the launch of Monster Nitro, we’re giving shoppers something they’ve never had before.”

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