The carbonated variant features citrus and berry flavours and will be available from the end of March in 500ml cans, in both plain and price-marked packs (£1.25).

The brand said the launch will help retailers to maximise on the demand for low calorie, flavoured energy drinks, which are in 59% value growth and the fastest growing segment in the energy drink category.

It said Monster Energy Ultra contributes 88% value sales to the flavoured low-calorie energy segment.

Simon Harrison, vice president for commercial development at Coca-Cola European Partners, said: “Last year was a landmark year for Monster as the brand reached a milestone of more than £200m retail sales in Great Britain thanks to a growing core range, innovative new flavours and impactful marketing campaigns.

“The launch of Monster Energy Ultra Blue follows on from the success of Monster Ultra Violet last year, which is the second best-performing variant in the five-strong range.

“We are confident that the new variant delivers on taste which is the main factor for those buying energy drinks, and will help attract new consumers to energy as well as appealing to our engaged core fan base.”