Monster Energy has launched a new variant under the name of Monster Ultra in a new can size exclusively for the on-trade.
The lighter-tasting, zero-calorie and sugar-free product is available in a new 355ml embossed can that aims to create a higher-value feel.
Monster Ultra will offer customers greater volume and will also benefit operators by increasing the number of servings per single can.
Alan Clark, Monster Energy vice president EMEA on premise, said: “We are delighted to bring a new 355ml Monster Energy drink exclusively to the on-trade.
“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.
“The energy drinks category has been lacking in innovation and it is important that we develop new drinks for operators and customers alike.”