Coca-Cola Europacific Partners (CCEP) has unveiled a new Relentless Zero Sugar range.
There are two variants, Peach and Raspberry, which come in a 500ml can in both plain and price-marked options.
The new fruity variants are designed to fuel additional growth of the Relentless brand, which is worth over £46 million and is up by 10% in value over the past year (Nielsen).
The launch will also help retailers tap into the growth of the wider energy drinks sector – now worth £1.52 billion (Nielsen) – and the continued popularity of sugar-free, HFSS-compliant drinks.
To support the launch, CCEP will drive its #WithoutLimits brand positioning for Relentless. The integrated campaign will be amplified via digital, PR and influencers, and through in-store activations. Media partnerships and event activations will further immerse fans in the Relentless world and encourage product trial.
CCEP will also be rolling out new point-of-sale materials including shelf strips, totems, wobblers, and free-standing display units.
Martin Attock, vice president of commercial development at CCEP GB, says: “Our energy drinks portfolio has fuelled the category’s growth over the past 12 months (Nielsen) and we’ve continued to excite energy drinkers with new flavours and innovations.
“The new Relentless Zero Sugar flavours will bolster our zero sugar offer which includes Monster Ultra, the No.1 zero sugar energy drink in GB (Nielsen), and help retailers capitalise on the increased demand for energy drinks without sugar. We’re confident these new flavours and bold packaging designs will bring excitement to the energy fixture and drive sales, so we’re urging retailers to get stocked up.”
Published Date: May 14, 2022