Monster Energy is expanding its Additions range with the launch of Monster Nitro Blue Flash, a blueberry-flavoured variant rolling out nationwide now in 500ml cans.
The new product combines Monster’s energy blend with a light blueberry flavour and joins the Nitro range, which launched in August 2024 and is now worth £8.7m.
The launch builds on the performance of Monster’s Additions range, which generated more than £55.1m over the past year. The range, which includes Reserve and Nitro variants as well as special edition collaborations, has grown 44% in value, adding £16.9m in sales.
Monster said the latest launch aims to tap into demand for full-flavoured energy drinks. The new variant features the brand’s claw logo on a blue can designed to stand out on shelf.
Retailers can access POS materials and digital assets for the launch through MyCCEP.com.
Monster is now worth more than £916m and added £143m in retail value over the past year, while delivering 11.8% volume growth.
