Monster Energy’s REIGN Expands Performance Line with Candy-Inspired 'Watermelon Sour Gummy'

REIGN Total Body Fuel, the performance energy brand created by Monster Energy, has announced the expansion of its flavour portfolio with the launch of Watermelon Sour Gummy. The new SKU represents a strategic continuation of the brand’s focus on "nostalgic" and "candy-inspired" innovations, designed to bridge the gap between functional fuel and indulgent taste profiles.

The launch answers a growing demand in the energy drink sector for flavours that feel like a treat while delivering high-performance specs. By tapping into the "sour candy" trend, a profile that has seen significant traction across the broader CPG landscape, REIGN aims to drive trial among consumers seeking variety beyond traditional citrus or berry options.

Confectionery meets Functionality

Dan McHugh, Global CMO, highlighted the gap in the market for this specific profile. "Sour watermelon is a flavour people instantly recognise and love. With Watermelon Sour Gummy, we're tapping into a beloved confectionery flavour profile that's been underrepresented in energy drinks, while staying true to REIGN's performance-first formula."

The new flavour joins an existing roster of indulgent profiles, including White Haze, Sour Gummy Worm, Orange Dreamsicle, and REIGNbow Sherbet, solidifying the brand's identity as a leader in flavour-forward performance beverages.

Formulation and Target Audience

Despite the candy-inspired branding, the product maintains the rigorous nutritional standards required by its core athletic demographic.

Key Product Specifications:

Caffeine: 300 mg of natural caffeine per can.
Functional Ingredients: Fortified with BCAAs (Branched-Chain Amino Acids) and CoQ10.
Nutritional Profile: Zero sugar, zero artificial colours or flavours.

Super Bowl Tie-In

The launch is being activated with immediate high-profile marketing support. The brand is leveraging its partnership with newly minted Super Bowl winner DeMarcus "Tank" Lawrence, using his championship victory as a launchpad for the new flavour's visibility.

"This new flavour is bomb," said Lawrence. "I cracked one open to celebrate on Sunday! So proud to get REIGN Total Body Fuel its first Super Bowl ring!"

Commercial Availability

REIGN Watermelon Sour Gummy is available immediately nationwide. The rollout targets key performance channels, including gyms, convenience stores, and mass retail, ensuring the product is accessible for "intense workouts and active lifestyles."