Monster moves into sports drink category

Energy-drink brand Monster has entered the sports drink category launching a ‘Superfuel’ range.

The new line consists of four flavours – Tropical Thunder, Purple Passion, Blue Ice and Zero Sugar Fantasy Fruit.

Superfuel is described as a non-carbonated, lightly sweetened beverage. Its formula includes electrolytes for general wellness and B3 + B6 vitamins to aid focus and exercise recovery. The drink is designed for “pre work-out power, a mid-session sip or post work-out pick me up.”

Inside FMCG