Monster Monarch and Ultra Fiesta Mango set to juice up the energy category

Monster Energy portfolio in 39% growth thanks to new innovations in 2020

With the energy category experiencing continued success in the market, Monster Energy is shaking up the category once again with two exciting new variants.

In 2020, the energy category grew by 11% in value and Monster Energy became the fastest growing energy brand in Northern Ireland, experiencing an outstanding 38.4% value growth with success across all flavours.

The energy range is primed to capture incremental growth for retailers again in 2021, thanks to its continued investment in exciting new propositions.  

New additions Monster Pacific Punch and Monster Ultra Paradise were the leaders of innovation in the energy category in 2020, with Monster Ultra Paradise in particular capitalising on the continued growth of the ‘zero sugar’ energy segment in Northern Ireland. 

2021 will be no different when it comes to Monster’s rate of innovation, starting with new flavours launching across Northern Ireland in March 2020: Monster Monarch and Monster Ultra Fiesta Mango.

Monster Monarch 

There is a theory that something as small and inconsequential as the flapping of a butterfly’s wings can be the trigger that results in a hurricane.

Monster Monarch, named after the humble butterfly, has a light subtle flavour with hints of peach and nectarine. While delicate in flavour, it still can provide shoppers with their own ‘’Butterfly Effect’’ as Monarch still packs a punch with its the legendary Monster Energy blend.

Monster Ultra Fiesta Mango

Sleep later, cause tonight we’re going to Fiesta!​ New Monster Ultra Fiesta Mango celebrates the nights that turn into mornings, and the friends we now call family.

The newest addition to the Ultra range combines a fun and juicy mango flavour with the popular Monster Energy blend, but with zero sugar and calories. ​

“The pace of innovation across the Monster range has proven to be a successful strategy, evident by the growth of the new Core, Ultra and Juice variants in recent years.” 

“Both Monster Monarch and Monster Ultra Fiesta Mango have been an immediate hit across Europe, and I’m confident that the two new variants will prove just as popular across Northern Ireland in 2021.”

For more Information on the new variants, contact the Coca-Cola HBC’s Customer Care Centre on 028 9262 0520.