Monster to launch carbonated soft drink to rival Mountain Dew | Progresiv
Coca-Cola energy drink brand Monster will launch a new sparkling range of “super-sodas” under the name Mutant. 
The new product line is positioned as direct competition for PepsiCo’s Mountain Dew. Launching in the third quarter of 2016, Mutant will contain more caffeine than most soft drinks and will be a standalone range to the rest of Monster’s portfolio – though it will feature the brand’s iconic claw mark to tie the two together.
With the tagline “refreshment energised”, the brand will be a soft drink in name only, according to Monster’s chief executive officer.
“The story line that will be on the label is that there’s nothing soft about this drink,” Rodney Sacks told investors at the company’s annual shareholder meeting. “Mutant is a defiant new breed with an attitude all its own.”
He continued: “If you look at the bottle and the can, it’s clearly going after Mountain Dew… What we’ve been able to do is create and finalise a very unique partnership with Coca-Cola, and I think this is one extra step in that direction.
“We are putting our resources together to basically go after and compete with the leading CSD in the convenience space, which is Mountain Dew and is really attacking us on our flanks. We are going to target and position it in the CSD doors.
“Our target is not to put it in the energy door and not to put it in the Coke door.”
The company will utilise Coca-Cola’s extensive distribution network to expedite availability of the Mutant line, but, as signalled by Sacks, the company will attempt to avoid overlaps with existing products in Coca-Cola’s beverage portfolio.
In addition to Mutant, Monster will also launch a further drinks line called Hydro, which is described as a non-carbonated and lightly sweetened proposition that brings together both high-energy and hydration. It is thought that the launch might allow Monster to increase its appeal among young female consumers.
“You’ve got to hydrate every day, so you might as well enjoy a boost while you’re at it,” Sacks further said. “We added just enough of that Monster magic to get you fired up.” (www.foodbev.com)
