Monster Energy is introducing its top-selling SKUs in a more premium pack-size including Monster Original Green, Monster Ultra – its sugar free variant and Monster Mango Loco – a juiced energy drink. These are now available to on-trade outlets.
Monster Energy continues to drive the growth of the already successful energy sector, outperforming the overall category monthly.
In Ireland this year, the brand experienced 44% value growth vs 2020, achieving its highest-ever value share in April 2021 at 29.5% of the market.
Understanding that four out of 10 regular energy drink consumers want to try new flavours, the success of the brand is driven by new product innovation, the capture of new consumption occasions and the continued explosion of the Zero Sugar ‘Ultra’ & ‘Juice’ ranges into the energy category.
For example, within the growing segment of Zero Sugar, Monster Ultra White is the clear Number One, delivering over €5.5 million in value to the Energy category in the last year with growth of 37.7% over the last 13 weeks versus prior year.
Monster Mango Loco is also the number one SKU within the Juiced Energy segment, delivering over €5.2 million in value to the category. It has grown 61.6% over the last 13 weeks vs the same period the previous year.
“With the exponential growth of the Monster brand across the island we believe that now is the right time to introduce our 250ml range to the on-trade,” says Conor Chase, Shopper Marketing Manager for Monster Energy.
Visit ie.Coca-ColaHellenic.com for more information.