Monster trailled the H1 2013 release during an investor presentation last December, when it also unveiled plans to release protein-rich range Muscle Monster, which hit the market this spring. They did move forward with Monster Ultra Blue.”​įurther investigation of Monster’s Q4 2012 earnings call reveals CEO Rodney Sacks telling analysts: “Following the positive response that we received from consumers to the launch of Zero Ultra, we have decided to launch a new Ultra Blue line extension in the first half of 2013 and to defer the launch of the proposed Ultra Pink line extension for now.”​ Packaging & Packing Materials, ContainersĪcting on a tip-off from an industry insider – we asked the brand to confirm the news, and also why it had chosen to can the launch.Ī spokeswoman for Monster Beverage was reticent, saying: “I've talked with the Monster folks about this a couple of times - they just simply decided not to move forward with the product and there isn't anything to it other than that.Processing Equipment & Systems, Automation, Control.Filling & Packaging Equipment & Systems.