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Coca-Cola European Partners lines up UK launch for Monster Beverage Corp's Reign

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Coca-Cola European Partners (CCEP) is to launch Monster Beverage Corp's gym-focussed US energy drink, Reign, in the UK.

CCEP said its distribution of Reign will only be for the UK

CCEP said its distribution of Reign will only be for the UK

The brand, described as a "total body fuel" and designed for pre- and post-workout, will roll out in four flavours. A spokesperson for CCEP told just-drinks today that the launch is only for the UK.

Monster Beverage, which is part-owned by The Coca-Cola Co, released Reign in the US in March. According to analysts, the launch was a response to the success of sports nutrition company VPX's Bang, which has seen strong growth in the country on the back of the fitness market. Wells Fargo's Bonnie Herzog said Bang has started challenging Red Bull and Monster and is the fastest-growing energy drink in the US.

VPX sells Bang in the UK through Amazon, but stocks are currently unavailable. However, Reign will come up against Coca-Cola's Coke Energy, which was released in the UK earlier this year. The energy drink only launched after Coca-Cola and Monster settled a dispute over the product in which Monster argued Coke Energy infringed the terms of the partnership between the two companies. Under the terms, Monster was to take control of Coca-Cola's energy brands. However, Coca-Cola said it would retain control over Coke-branded products.

Commenting on the UK launch of Reign, CCEP commercial development VP for GB Simon Harrison said: "There is a growing demand amongst 18- to 35-year-olds who want a drink to help them achieve maximum results when they work out without sacrificing on taste. Reign perfectly matches this demand by offering an energy boost with vital proteins and vitamins to help consumers perform at their peak, and aid recovery long after the hard work is done."

The cans, which contain 200mg of caffeine, will initially be on sale for GBP1.49 (US$1.90) in price-marked packaging.

Food for thought? Nutritional drinks enter the wellness zone - Click here for a just-drinks comment


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