News & Events

Friday 15 January, 2016

Monster Energy unleashes the Ultra beast with new zero calorie variants


-      Monster Energy continues to grow the category, breaking new ground in low calorie segment by offering choice

-      Monster Ultra range has become No.1 low calorie SKU in the USA after only 3 years[1]

-      Successful innovation broadens its availability in Europe, revolutionising the energy drinks segment and driving incremental category growth

Always on the lookout to offer something truly innovative, Monster Energy is responding to the growing consumer demand for great tasting, lighter drinks, with the roll out of a new zero calorie variant in January across the wholesale and convenience channel.

Boasting a light sparkling citrus flavour, the new Monster Energy Ultra White SKU joins Monster Absolutely Zero, a no calorie option which is already available to shoppers in Great Britain. The innovative new product hits shelves having stormed the energy category in the world’s largest energy drinks market, the USA and following a Grocery and Forecourt GB launch at the end of 2015

The new Monster Energy Ultra is available in a £1.19 price marked pack, following research that claims almost half (43%) of shoppers would be more likely to try a new line if it was sold with a PMP[2], and will be available to order from the end of December.

Delivering much needed variety in the growing low calorie energy drink segment, the USA success of the Ultra range has seen it soar to the position of second bestselling Monster flavour and the number one low calorie energy product in the region after just three years[3]. It was also voted number one New Convenience Store Product for 2013[4] and is now set to, revolutionise the energy drinks category in Europe and beyond.

The Ultra range marks the latest addition to the Monster Energy portfolio in Great Britain, which hit the £123 million sales mark this year and is growing by 18% YOY[5]. The introduction of the new zero calorie option showcases a real opportunity for further growth of the Monster Energy brand in GB, as lighter drinks continue to rise in popularity, with retailers set to benefit from offering a wider choice of flavour and calorie options.

Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “As the Monster Energy brand continues to enjoy impressive growth, we’ve responded to the overwhelming demand from consumers and Monster brand fans to introduce a wider selection of variants which contain zero sugar and zero calories.

“The Monster Energy Ultra range has been hugely successful in the USA, and we’re looking forward to working with retailers to replicate this performance in Great Britain, helping our retailers to achieve incremental growth within the energy sector. Customers who have launched Monster Energy Ultra so far have seen a +50% growth in Monster sales on average, driving incremental category growth through offering a wider choice in energy.”


Notes to Editors:

About Coca-Cola Enterprises:

Coca-Cola Enterprises, Inc. is one of the world's largest independent Coca-Cola bottlers.  CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs some 4,000 people across England, Scotland and Wales at manufacturing sites, 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 makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser and Capri-Sun.

[1] AC Nielsen Total US Convenience – 13 Weeks Ending 12/27/14

[2] him! CTP 2015 /  Price marked pack study 2013 – shopper feedback

[3] AC Nielsen Total US Convenience – 13 Weeks Ending 12/27/14

[4] IRI Market Advantage, 2013 New Product Pacesetters Report

[5] Nielsen MAT we 15.8.2015


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