portrait (4)

Monster has teamed up with Formula 1 frontrunner Lando Norris to launch a zero-sugar energy drink.

Monster Lando Norris Zero Sugar will roll out on shelves from June in plain (RRP: £1.85) and £1.65 PMP 500ml cans and plain 4x500ml multipacks (RRP:£5.59).

The new liquid offered a “unique, refreshing melon yuzu flavour”, which is “unlike anything else in the energy drink market”, said brand owner Coca-Cola Europacific Partners (CCEP).

It has been designed to help retailers connect with Gen Z energy drinkers, who seek flavour experiences through innovative flavour profiles and unique flavour, it added.

The can design, featuring Norris’ name emblazoned across the top, celebrates “Last Lap Lando” - playing on Norris’ “fearless, late-race attacks and heroics”.

Norris represents a new wave of motorsport heroes and builds on Monster’s tradition of successful hero can launches, said the brand.  

Its Lewis Hamilton Zero-Sugar variant was the best-performing NPD launch in the energy drinks category in 2023 and delivered more than £21.7m in value sales in its first year in the market, according to NIQ.

It is set to be one of Monster’s biggest launches yet, said CCEP, supported by an integrated marketing campaign, including OOH advertising, social media and sampling.  

Retailers can request a suite of POS materials and download digital assets to support the NPD via My.CCEP.com.

“The launch of Lando Norris Zero Sugar underscores our commitment to offering retailers bold, high-impact choices that harness the adrenaline and global energy of top-level sport,” said Helen Kerr, associate director of Commercial Development at CCEP.

“Monster is already driving the growth of the zero-sugar energy segment, which has seen an impressive growth in value sales over the last year. With a unique flavour profile and the star power of one of Formula 1’s most exciting personalities, we’re confident this launch will give retailers a powerful new asset to excite shoppers and accelerate their energy drinks sales.”

Topics