Glucose hit in a flat pack

COCA-COLA European Partners (CCEP) is aiming to bring something different to the energy market with the launch of Monster Hydro, a non-carbonated energy drink.

CCEP reckons its non-carbonated Monster Hydro offers a “brand new proposition” to consumers, adding a “new generation of refreshment energy” to the soft drinks category.

Available in three flavours – Tropical Thunder, Mean Green and Manic Melon – Hydro is glucose-powered and available as a 550ml resealable wide-mouth bottle.

The launch is 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, CCEP, 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.”