CCE Unleashes Monster Sales Opportunity for 2010

Friday, February 26, 2010

Monster is set to further develop its Great Britain (GB) energy offering this March with the launch of two exciting new variants; Monster Khaos and Monster Energy Shots.

Coca-Cola Enterprises Ltd (CCE) has distributed Monster since January 2009 and the brand is now the number two 500ml canned energy drink within GB. It is also the third largest stimulation energy brand [1]. With retail sales in GB of £11.6m [2] and a brand awareness of 38% [3] Monster hopes to replicate the growth that has made it the number one value sales energy drinks brand in the US [4].

Monster Khaos
Monster Khaos is an orange flavoured energy drink containing 50% fruit juice, offering the same functional benefits as Monster Original. The new variant capitalises on the morning energy occasion, when 25% of energy drinks are currently consumed [5].

Monster Shots New Monster Energy Shots offer the great taste proposition of Monster Original in a new shot format containing 141mg of caffeine [6], vitamins B2, B3, B6 and B12, as well as ginseng, taurine and guarana. Available in a 90ml pack size, Monster Energy Shots offer additional value for money to consumers.

In GB the energy shot sector is still in its infancy however it already represents 1.5% of total energy drinks value sales . If it replicates the growth seen in year two in the US [8], there is potential to gain a retail sales value of £24m [9] by the end of 2010.

Stuart Agates, Head of Energy at CCE comments: "As a Soft Drink category leader [10] CCE aims to continue adding growth to the energy sector. Our energy portfolio has accounted for 52% of total energy sector growth in the last 52 weeks [11] and we feel that this has been driven by both Monster and Relentless providing customer choice through our expanded energy portfolio.

Monster has shown strong retail sales of £11.6m [12] in GB and has been well received by our customers. The launch of Monster Khaos and Monster Energy Shots this March will further build the brand's growth and recruit new shoppers as the popularity of both the energy-juiced and shots sub-sector continue to grow."

Jamal Benmiloud, Marketing Director at Monster comments:
"With a €25m European investment planned for the brand in 2010, we expect consumer awareness of Monster, and both new variants, to be higher than ever. National sampling and the sponsorship of high profile music festivals and action sports throughout the year will continue to communicate our 'living life on the edge' brand identity and connect with our fans nationwide for increased sales potential and further category growth."

A tailored range of POS materials will be available to support the launches in store. For stockist details retailers should contact 08457 227 222.

- Ends -
For further Monster information please contact Frankie or Carly at Mercieca PR on 020 7485 0100 or email Frankie@mercieca.co.uk/Carly@mercieca.co.uk

Notes to editors

Monster Energy, Monster Khaos and Monster Energy Shots are registered trademarks of Hansen Beverage Company.

Focusing on associations with hard rock music and action sports, 2009 saw the Monster Claw on high profile athletes and sportsmen such as Formula One world champion Jenson Button and MotoGP world champion Valentino Rossi.

CCE's Energy portfolio has a comprehensive offering for customers that includes Relentless and Monster (Monster has been distributed by CCE since January 2009).

• Relentless is the No. 2 stimulation energy brand with 9.2% value share and Monster is the No.3 stimulation energy brand [13]
• Relentless is the No. 1 canned energy brand in 500ml and Monster is the No.2 [14]

Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.

CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK [15] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink [16] and remains one of the most innovative brands in the world today.

[1]AC Nielsen MAT  Total Coverage to w/e 16.01.10

[2]AC Nielsen MAT Total Coverage to w/e 16.01.10

[3]Engage Research Nov 09

[4]AC Nielsen Total US scantrack Convenience 52 w/e 25/07/09

[5]TNS Worldpanel Usage 12 m/e May 09

[6]Monster Shot is roughly the equivalent to a medium serve of a cappuccino or latte (approx. 500ml serve) in a high street café which contain two espressos (150-200mg caffeine

[7]AC Nielsen, total coverage value sales, latest quarter w/e 16.01.10

[8]AC Nielsen AMC Dollar Volume YTD August 09 vs previous year

[9]AC Nielsen,MAT  total coverage value sales, 52 we 16.01.10

[10]AC Nielsen, MAT total coverage to 31.10.09

[11]AC Nielsen, MAT total coverage value sales, 52 we 16.01.10

[12]AC Nielsen MAT, total coverage value sales, 52 we 16.01.10

[13]AC Nielsen, MAT Total Coverage to w/c 16.01.10

[14]AC Nielsen, MAT Total Coverage to w/c 16.01.10

[15]AC Nielsen Total Coverage to 31.10.09

[16]AC Nielsen Total Coverage to 31.10.09