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May 7, 2021updated 10 May 2021 10:50am

Monster Beverage Corp lines up immunity-support True North energy launch

Monster Beverage Corp is to launch an organic energy drink that contains ingredients connected to immunity support.

Monster Beverage Corp is to launch an organic energy drink that contains ingredients connected to immunity support.

True North will roll out in the US, initially on a limited basis, later this year with a nationwide release planned for 2022. According to Monster’s CEO, Rodney Sacks, True North will contain an organic plant-based energy blend and will be packaged in 12oz (35.5cl) slim-line cans.

Further details on the launch, including the immunity-support ingredients, were not disclosed.

Monster’s announcement of True North, alongside its Q1 results yesterday, puts paid to media reports last year that the brand would be a hard seltzer. Speculation that True North would be Monster’s first hard seltzer appeared in the trade press after the name was trademarked at the United States Patent & Trademark Office.

Sacks has spoken previously about the potential launch of a Monster hard seltzer brand. In August last year, the CEO said Monster is “quite close” to releasing its own alcoholic sparkling water.

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