Monster launches zero calorie energy drink
Monster Ultra, which will be available in 355ml embossed cans, will be “lighter tasting” and positioned as both a soft drink and a mixer that is suitable for any time of day to appeal to a broader range of people and not just fans of energy drinks.
Alan Clark, Monster Energy Vice President EMEA On Premise, said: “Historically, both operators and customers have been told that energy drinks are only available in one size (250ml) and taste a certain way.
Monster Ultra is suited to consumption at all times during the day, either as a soft drink or as a mixer. We believe that it will appeal to a wide range of customer, well beyond the core energy drinker.
Clark added: “The energy drinks category has been lacking in innovation and it is important that we develop new drinks for operators and customers alike.”
Monster Ultra is set to “offer customers greater volume” and “benefit operators by increasing the number of servings per single can.”
