Coca Cola Enterprises : Zero sugar sales set for Monster rise as new Citron variant is unleashed

Coca-Cola European Partners (CCEP) is helping retailers build on the success of the sugar-free Monster Energy Ultra range amid growing demand for lighter options with the launch of a new Citron variant.

Hitting shelves nationwide from January 2017, Monster Energy Ultra Citron combines a citrus flavour with the refreshment of sparkling lemonade, whilst delivering the full energy hit that consumers are looking for.

It offers an easy-to-drink, lighter taste profile and has been developed in-line with research showing that citrus flavours are popular among Monster Energy's target audience.

The launch comes after sales of low calorie energy drinks grew by 32% over the past year, making it the highest performing segment within the energy drinks sector[1]. It joins the three existing Monster Energy Ultra variants, White, Red and Sunrise, which have been responsible for 55% of the energy sector's low calorie growth since their launch a year ago[2].

Packaged in a yellow 500ml can, the new addition can be displayed alongside the other Ultra variants to create an eye-catching block on the shelf, better showcasing the full range of options to shoppers.

Simon Harrison, Operational Marketing Director at CCEP, said: 'Lighter energy drink variants are in higher demand than ever before, and our Monster Energy Ultra White variant generated the biggest growth in the energy sector during 2016[3]. We're pleased to now add further choice to our zero-sugar Ultra range with the addition of the new Citron variant.

'The success of Monster Energy Ultra underlines the importance of continued innovation in this sector. Consumers are increasingly turning to energy drinks that have the flavour profile of a standard carbonate, rather than the traditional energy drink taste. By offering a new option that meets this demand, whilst also appealing to health conscious shoppers, Monster Energy Ultra Citron is an ideal way for retailers to maximise their energy drinks sales.'

Coca-Cola European Partners Customer Hub Contact Details

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For more information please contact: Laura O'Meara | 0121 314 4195 | [e-mail]

About Coca-Cola European Partners:

Coca-Cola European Partners is the world's largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

In Great Britain (GB) we employ some 4,000 people across England, Scotland and Wales at manufacturing sites, offices and depots. We are 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.

We make sell and deliver the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau smartwater, Powerade, Oasis and 5 Alive. In GB we also make, sell or deliver Monster, Relentless, Appletiser and Capri-Sun.

[1] 52 wks value sales Nielsen WE 06.11.16

[2] 52 wks value sales Nielsen WE 06.11.16

[3] 52 wks value sales Nielsen WE 06.11.16