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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.” 

“We know consumers are looking for new beverages with functional benefits,” said Sam Thiele, VP and GM at Monster Energy Oceania.

“By combining our popular Monster Energy blend with the benefits of electrolytes and key vitamins, we have created a unique beverage blend to fuel our consumers to charge harder for longer.

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