Monster Energy portfolio in 42% growth thanks to new innovations in 2018

With the energy category experiencing continued success in the market, Monster, the meanest energy drink on the planet, is primed to capture this incremental growth for retailers. Monster was the fastest growing energy brand in Northern Ireland in 2018, experiencing 41.8% value growth as the brand grew across all flavours.

 Two new innovations were introduction to the range which contributed to this success. Monster Mixxd Punch and Monster Ultra Violet were the leaders of innovation in the energy category in 2018.  Ultra Violet in particular capitalised on the continued growth of the ‘zero sugar’ energy segment, and experienced 83.6% value growth in Northern Ireland in 2018.

2019 will be no different when it comes to Monster’s rate of innovation, and two exciting new flavours launched across Northern Ireland in January 2019 following their unprecedented success across Europe.

 Monster Mango Loco is a heavenly blend of exotic juices certain to attract even the most stubborn spirit – in an eye catching designed can inspired by Day of the Dead, the Mexican holiday. This new flavour with real fruit juices of mango, guava and pineapple will deliver the full blend of Monster energy the brands fans have come to expect.

 Pipeline Punch is the second new flavour for 2019.  Named after the world’s most infamous wave, this lightly carbonated punch is the perfect blend of tropical flavours Hawaii has to offer – with real fruit juice of passionfruit, orange and guava.  Just like the wave it is named after, it is expected to deliver a huge buzz and is destined to become a legend on the shores of Northern Ireland!

The growth of the energy segment offers a massive opportunity for retailers, and Monster is primed to capture that growth with its expanding range of flavours. The pace of innovation across the Monster range has proven to be a successful strategy, evident by the growth of the new Ultra variants, LH44 and the Monster Hydro range in recent years. Peter Hughes, Monster Marketing Manager, Coca‑Cola HBC Ireland and Northern Ireland

“Both Monster Mango Loco and Pipeline Punch were an immediate hit across Europe last year, and I’m confident that the two new variants will prove just as popular across Northern Ireland in 2019.”

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