Incorporating functional ingredients and vitamins, Monster Energy has launched a ‘healthier’ caffeinated soft drink, designed to appeal to Gen Z. Jenny Southan report
According to the marketing sping, Reign Storm is a new “clean energy” drink from popular UK drink brand Monster Energy, which has received bad press for its huge cans containing high sugar and caffeine content.
Already popular in the US, the new zero-sugar clean energy drink is available in three pumped-up fruit flavours, and is formulated with plant-based caffeine (from green coffee beans, guarana and green tea) and nine vitamins and minerals that provide functional benefits
A sibling brand to Reign Total Body Fuel, Reign Storm cans are smaller (355ml) and more slender than the usual 500ml cans, and come in Valencia Orange, Peach Nectarine and Kiwi Blend. Sucralose is added in place of sugar as a sweetener, and flavour enhancers make the taste buds explode (as Globetrender can attest, after trying all three).
Following the rising demand for drinks that offer a “better-for-you” alternative to current energy drinks, Reign Storm attempts to provide a zero-sugar “clean” energy drink, for “people who enjoy a balanced, active lifestyle with a sprinkle of adventure”.
As you can see from the image above, it is being marketed more as a health drink for people going to the gym and doing yoga classes.
The added vitamins and minerals include Zinc, Biotin and Chromium to “support” immunity, hair and skin health, reduce fatigue, and improve concentration.
“Clean energy is part of the growing wellness energy trend, which is the fastest growing segment in the US last year, adding over US$1 billion in sales to the energy category,” says Ben Ashlin, vice-president of brands at Reign Storm.
“After a successful launch across the pond, we’re looking forward to Reign Storm leading the way in the clean energy category, offering existing and new energy drinkers a delicious, functional clean energy alternative through a brand with an aspirational, yet relatable, image and lifestyle.”
Available now in selected Sainsbury’s, Morrisons, One Stop, gyms and fitness centres across the UK, Reign Storm offers 114mg of plant-based caffeine per can costing £1.70.