![]() ![]() Sacks said the company plans to focus on creating a subfamily of key products. ![]() Monster’s innovation efforts in 2019 will extend beyond Reign, though. We believe that Reign will bring incremental dollars to the energy beverage category through expanded usage occasions and the fulfillment of multiple need states.” How we’re going to sample the product, merchandise it differently? We’re obviously going to look at going into health stores, health food stores, vitamin stores and the general stores as well. There will be a number of additional and different athletes. “We’re going to be signing a number of ambassadors. “We are going to ensure that this brand is rolled out and has the full support of the full Monster team behind it. “We’ve appointed senior managers to get involved and to support the brand and focus exclusively on the brand, which is going to be positioned, have its own marketing, its own positioning,” he explained. Monster has vowed to put “a lot of effort” behind Reign, Mr. Reign also will contain 300 mg of caffeine per can. It helps produce energy the body needs for cell growth and maintenance. Coenzyme Q10, meanwhile, is found in the mitochondria of cells and sparks energy production. BCAAs, which are branched-chain amino acids, are known to stimulate protein synthesis, increase muscle function, decrease soreness after a workout and even aid in repairing damaged muscles. Sacks did not provide many specific details of what all is contained in Reign, other than to note that it will have five times the BCAA levels and five times more CoQ10 than competitor Bang has. The brand initially will launch with six stock-keeping units. Sacks said Monster has made presentations to its top 200 customers, with all agreeing to take the Reign product. As the category develops, we think it will develop its own focused space.” And so many of our listings will be a mix of those two. We’re getting space either in the energy doors, or we’re getting space in additional space alongside the energy doors, where a number of the retailers are creating what they’re calling a performance type pre/post-workout performance type category, which we believe will expand the energy category. “We’ve been getting incremental space to our energy space for this product without having to eat into our existing space. “We are positioning this product,” he said. ![]()
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