It will sit alongside Monster Original and Monster Absolutely Zero in the brand’s core range for the UK market. Coca-Cola Europacific Partners (CCEP) has announced the latest addition to its Monster Energy range with a new zero sugar peach flavoured variant, Monster Ultra Peachy Keen. Convenience retailers can request POS materials via My.CCEP.com from the end of September, to help bring the launch to life in-store.

Zero sugar is a key driver of category growth with Monster’s zero sugar Ultra range up 38.5% [3], and retaining the no.1 zero sugar energy brand position in GB [4]. High caffeine content. Not recommended for children, pregnant or breastfeeding women or people sensitive to caffeine (32mg/100ml). Consume responsibly. During its 20thanniversary year, Monster has broken records to become the number onedeliverer of value growth in the entire soft drinks category. Lewis has broken records for the most wins, pole positions, and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.”The energy drink features a peach nectarine flavour, and not only contains zero sugarbut it also has zero calories. Monster Ultra Peachy Keen boasts a crisp light peach flavour, giving consumers a delicious, refreshing energy boost with no calories and no sugar. It has also applied for marks for the names Beastea and Nasty Beast with the Intellectual Property Office, under class 33 covering alcoholic beverages. Named after Lewis’ race number with which he began his racing career, has won multiple championships, and currently races within Formula One; ‘44’ goes on sale in markets across Europe this summer. We’re confident its arrival in Great Britain will bring excitement to the energy fixture and help retailers drive further sales,” she added.

A UK launch for the brand’s alcoholic extension Monster The Beast Unleashed is yet to be confirmed by CCEP. Created to power Lewis through his punishing daily schedule, as well as fuel his lust for living in the fast-lane; ‘44’ blends a light, crisp, and refreshing taste with a tank-load of the legendary Monster Energy blend. Pippa Collins, associate director for commercial development at CCEP, said Monster Zero Sugar had proven “incredibly popular” following its introduction in the US earlier this year. Rolling out nationwide from the end of September, Monster Ultra Peachy Keen is the newest launch from the brand and follows the arrival of Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade, Monster Ultra Rosa and most recently Monster Zero Sugar. In fact, the top three innovations in the energy drinks category so far this year are from Monster[4]. Wrapped in a bespoke design I co-created with Mad Dog Jones, this delicious formula will have you ready for anything – Lewis Hamilton.The addition is Monster’s fourth piece of NPD in the UK in 2023 so far, having also released Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade and “red berry blend flavour” Monster Ultra Rosa. In a world where milliseconds count, only the very best make the grade, which is why Monster Energy is proud to have joined forces with Lewis to present their latest product innovation: the “Lewis Hamilton signature” energy drink.

Candy Red is a color that is present in every aspect of my life. It’s a great bold color, and the design is inspired by the stripes on my race helmet. I have been connected with Monster for five years now, and I’ve always wanted my own drink. So for me it is a dream come true. I’m really excited to have worked through every detail of the product from scratch, and finally see ’44’ hit the shelves.” Three-time F1 World Champion Lewis Hamilton’s signature Monster Energy drink is unveiled, as ‘44’ hits shelves across Europe.Monster Energy has teamed up with Formula One driver Lewis Hamilton to launch a new zero-sugar energy drink. It features Hamilton’s name across the top and a design created by the racer in partnership with artist Mad Dog Jones. The extension would offer “the same iconic and full-flavoured taste of Monster Original” without calories or sugar, Monster producer Coca-Cola Europacific Partners said. During its 20 th anniversary year, Monster has broken records to become the number one deliverer of value growth in the entire soft drinks category [5]. Lewis has broken records for the most wins, pole positions and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we’re confident it’s going to disrupt the category and drive sales.”