Gemma Nicholas, Associate Director, Commercial Development at Coca-Cola European Partners GB, said: “Energy drinks continue to grow, and much of this is down to the success of the Monster brand. In fact, more shoppers are buying more of Monster’s drinks, more often [5] then ever before and with this in mind, we must continue to innovate, to secure their long term loyalty and maintain engagement. With the launch of Monster Nitro, we’re giving our fans something they’ve never had before. We’re confident that along with our other recent launches across our Core, Juiced and Ultra ranges, and the high-impact marketing, promotions and sponsorships Monster is famous for, this will help to drive sustained growth throughout 2021 and beyond.”

High caffeine content. Not recommended for children, pregnant or breastfeeding women or people sensitive to caffeine (30mg/100ml). Consume responsibly. Monster Nitro is the fourth new product from Monster this year, following the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January – all of which have been well received by retailers and consumers alike.

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Coca-Cola European Partners (CCEP) has announced the launch of Monster Nitro, which uses blended gas technology to give consumers an uplift, in an exciting first for the category. The drink is said to be enhanced with nitrous oxide and carbon dioxide to create a “uniquely light, dry carbonated texture”. Coca-Cola European Partners has added a supercharged citrus variant to its core Monster Energy range It’s the latest in a flurry of NPD from the brand since January, joiningMonster Mule, Monster Ultra Fiesta and Monster Juiced Monarch on shelves. POS materials are available to support the roll-out from May, emblazoned with the strapline, ‘BRING THE N 2OISE’, to create theatrein-storeand online.

Designed to appeal to seasoned energy drink fans, Monster’s signature energy base has been supercharged with a blend of nitrous oxide and carbon dioxide gas, to deliver a uniquely light, dry carbonated texture. One of the best kept secrets in the energy drink game, Monster Energy Nitro will blow your mind! Super Dry is infused with nitrous-oxide creating a smooth, creamy texture that is better experienced than explained. With a full-load of Monster's classic energy blend, monster energy Nitro's got the boost you need Carbonated and Nitrogenated Energy Drink with Taurine, Ginseng, Caffeine L-Carnitine, and B Vitamins with Sugars and Sweetener.

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CCEP commercial development associate director Gemma Nicholas said the brand must “continue to innovate, to secure [shoppers’] long-term loyalty and maintain engagement”.“With the launch of Monster Nitro, we’re giving our fans something they’ve never had before.” The first will see shoppers able to scan QR codes on 500ml PET bottles of Coca-Cola and Coca-Cola Zero Sugar, as well as250ml cans of Coca-Cola Energy and Coca-Cola Energy Cherry for a chance to win a selection of prizes. Prizes will include the likes ofHisense televisions, Just Eat vouchers, PS4 access codes, and Coca-Cola ‘fan kits’ with sunglasses and scarves.