Monster Energy launches an RTD coffee
COCA-Cola European Partners (CCEP) has made a major foray into the cold coffee category with the launch of a new RTD: Espresso Monster coffee.
Rolling out this month, Espresso Monster blends real brewed coffee and Monster Energy in a black 250ml can embossed with ‘touch ink’.
CCEP said that the RTD coffee category is on course to more than double over the next ten years, giving retailers a “clear opportunity” to maximise on the cold coffee trend.
The new variant will enable us to attract new drinkers to both the energy and RTD coffee sectors.
Providing a similar caffeine content to hot coffee, but in a cold coffee format, Espresso Monster comes in two variants: Espresso & Milk and Vanilla Espresso.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “Espresso Monster is a real step-change for the brand, but has already proven extremely popular following a retail trial at the end of 2018.
“The product is unique as it is the only cold coffee drink on the market with caffeine content that can rival a hot coffee, giving consumers the great-tasting energy boost that they’re looking for in a cold coffee format.
“The new variant will enable us to attract new drinkers to both the energy and RTD coffee sectors, whilst delighting Monster’s core fanbase with our continued investment into exciting and great tasting innovation.
“This, combined with the current growth of cold coffee RTD drinks and the energy sector, makes now the ideal time to bring Espresso Monster to market.”
The launch of Espresso Monster will be supported by POS material and off fixture display to help increase visibility in-store and drive sales for retailers.
The RRP for a 250ml can is £1.99.
