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Wednesday 13 February, 2019


MONSTER ENERGY SET TO SHAKE UP THE COLD RTD COFFEE SEGMENT

  • Monster Energy has unveiled its first range of on-the-go cold coffee drinks in GB
  • Espresso Monster contains real brewed coffee with the much-loved Monster energy blend
  • Available in two creamy flavoured variants; Espresso & Milk and Vanilla Espresso

Coca-Cola European Partners (CCEP) is expanding its Monster Energy portfolio with the launch of a new ready-to-drink (RTD) coffee drink range, designed to appeal to coffee drinkers and energy drink lovers alike. 

Rolling out nationwide in March, Espresso Monster is a delicious blend of real brewed coffee and Monster energy.  Available in a premium ‘touch ink’ black 250ml can, the two creamy flavoured variants are Espresso & Milk and Vanilla Espresso. The product has been designed to appeal to those looking for a cold coffee experience with similar caffeine content as a hot coffee.

Espresso Monster launches into the RTD coffee sector, which is set to more than double over the next ten years[1] and provides clear opportunity for retailers to maximise on the cold coffee trend.

Simon Harrison, Vice President, Commercial Development at Coca-Cola European Partners GB, said: “Espresso Monster is a real step-change for the brand but has already proven extremely popular following a retail trial at the end of 2018. The product is unique as it is the only cold coffee drink on the market with caffeine content that can rival a hot coffee[2], giving consumers the great-tasting energy boost that they’re looking for in a cold coffee format.

“The new variant will enable us to attract new drinkers to both the energy and RTD coffee sectors, whilst delighting Monster’s core fanbase with our continued investment into exciting and great tasting innovation. This, combined with the current growth of cold coffee RTD drinks[3] and the energy sector[4], makes now the ideal time to bring Espresso Monster to market.”

The launch of Espresso Monster will be supported by POS material and off fixture display to help increase visibility in-store and drive sales for retailers. The MRSP for the product is £1.99.

 


[1] 2016 Nielsen actual £/I

[2] Caffeine informer.com Jul 2018

[3] Source: Kantar Worldpanel data to July 2017

[4] AC Nielsen 29.09.18

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