News & Events

Tuesday 16 May, 2017


Monster Energy Announces All New MONSTER HYDRO

Coca-Cola European Partners (CCEP) is excited to announce the arrival of a radical new product extension to its energy portfolio with MONSTER HYDRO. Launching in GB this summer, HYDRO adds a new generation of refreshment energy to the soft drinks category.

MONSTER HYDRO offers a brand new proposition to consumers as a non-carbonated energy product. HYDRO will be available in three distinct flavours, each with an overwhelmingly refreshing taste profile: Tropical Thunder, Mean Green and Manic Melon.

Glucose powered and featuring Monster Energy’s unique energy blend, HYDRO is a consumer-led innovation delivering awesome flavours with Monster’s world renowned energy boost.

Further complementing Monster Energy’s range as an everyday pick me up, with multiple use occasions, HYDRO will be available as a 550ml resealable wide mouth bottle. Carrying the iconic claw logo as part of its all new pack design and format, the launch will be supported by nationwide sampling and digital campaigns to target a core audience of predominantly 25-45 year old males.

Simon Harrison, operational marketing director, GB, Coca-Cola European Partners, said: “We want to reinvigorate the refreshment energy segment with true consumer-led innovation to drive sustainable growth. Monster HYDRO delivers on this and is another example of how we are investing in our portfolio of leading brands to offer consumers more choice.

“The launch forms part of our new Energy Growth Strategy to drive incremental growth in the sector by increasing frequency of purchase amongst existing energy drinkers and attracting new consumers through new flavours and formats.

“The non-carbonation of Monster HYDRO makes it an ideal energy drink to help retailers take advantage of the with-food opportunity, as it is refreshing and easy to drink but doesn’t compromise on the full energy hit that consumers demand.”

“We shall continue to energise our branded portfolio to ensure they remain relevant to consumers whilst helping to drive sales for our retail customers.”

ENDS

Coca-Cola European Partners Customer Hub Contact Details

Email: connect@ccep.com

Tel. 0808 1 000 000

For more information please contact: Bethany Willetts | 0121 314 4194 | bethany.willetts@citypress.co.uk

About Coca-Cola European Partners:

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

In Great Britain (GB) we employ some 4,000 people across England, Scotland and Wales at manufacturing sites, offices and depots. We are committed to minimising the environmental impact of our products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

We make sell and deliver the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau smartwater, Powerade, Oasis, Appletiser and 5 Alive. In GB we also make, sell or deliver Monster, Relentless and Capri-Sun.

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