The launch in a major EU market is interesting, given recent analyst hints that – speaking of its US business – Monster could prosper by moving more into the general carbonated soft drinks space.
In August 2013 Monster Beverage Corporation CEO Rodney Sacks told investors and analysts that zero-calorie offer Monster Energy Ultra Zero owed its huge success in the US to “much more of a soft drink, easy-to-drink flavour that is light – it’s not as filling” compared with standard Monster Energy.
Wells Fargo Securities noted this June that energy drinks continue to win shelf space at the expense of diet CSDs in the US – with Monster Ultra Zero leading the pack.
'Refreshing soda and Monster's trademark energy'
Monster first launched Monster Assault in the EMEA, and distributor CCE said of the drink today: “It features a blend of refreshing soda and Monster’s trademark energy, offering a new option to consumers, helping to drive incremental growth of the Monster Energy portfolio.”
Caroline Cater, operational marketing director at CCE, said: “Product innovation is the key driver within the energy drinks sector, helping to increase consumer choice while maximising incremental growth.
“Monster Assault builds on the recent Rehab innovation with Energy+Tea and opens up a new opportunity for retailers,” she added. Monster/CCE seem committed to bolstering what we might dub the 'energy+' proposition, opening-up the brand to new consumer demographics and consumption occasions by crossing categories.
Euromonitor International beverage analyst Jonas Feliciano told this website that Monster, and to a lesser extent Rockstar, were the major innovators behind a trend that has seen energy products move beyond their traditional heartland in recent years, although Red Bull had responded with its editions line.