This audio is generated automatically. Please let me know if you have any comments.
Diving overview:
- Monster Beverage Corporation plans to launch a line of female-focused energy drinks, following competitors such as Celsius finding success with products that specifically appeal to women.
- Flrt coming soon Executives at select channels in the first quarter of 2026 said this in an earnings call earlier this month. The women-focused beverage brand will launch in four initial flavors: Strawberry Fling, Guava Lava, Berry Temptation and Sunset Squeeze.
- The drinks will be sugar-free and include “other ingredients we think will appeal to our target audience,” Monster CEO Hilton Schlosberg said on the call. The website says Flrt contains ingredients that increase collagen or support immunity, skin and hair health.
Dive Insights:
By launching an energy drink with better-for-you elements, Monster is positioning itself to compete with other female-focused energy drinks in the market.
One of the biggest competitors is: Alan noThe energy drink giant was acquired by Celsius for $1.8 billion earlier this year. Alani Sales exceeded $1 billion. I helped drive in April 84% increase Second quarter Celsius sales.
at Presentation to InvestorsCiting Monster’s entry into the female-oriented energy drink market, Toby David, Celsius’ chief of staff, said building a brand takes time.
“Celsius, I mean, we’ve been around forever,” David said. “This is something that takes time, and we think we’re definitely the leader within those categories, especially in the women’s and sugar-free space. We expect there will be other players joining this space, and there always will be, but we’re ahead of the curve.”
Flrt is also the latest trend to cater to the health and wellness trend driven by women who want lower sugar, lower caffeine levels and other functional benefits. Acquired C4 energy drink manufacturer Nutrabolt A Better Company for You Bloom Nutrition Earlier this year, we expanded our wellness products and portfolio by adding more beverages that appeal to women.
A Monster spokesperson declined to provide further details to Flrt.
Growing demand for energy drinks has benefited Monster, which entered the field early. The company reported third-quarter net sales of $2.2 billion, up 16.8% year-over-year.
The energy drink segment, including Monster, Reign, and Bang, grew by 17.7%. Monster plans to launch a range of new drinks to capitalize on the vibrant energy market, including Monster Energy Ultra Funk Punch, Full Throttle Red Apple and NOS Grand Prix Guava. The company is also planning another sugar-free beverage called Storm Energy that will add a wellness element, according to the call.
