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.
