Coca-Cola Europacific Partners (CCEP) has unveiled a new flavour for its Relentless energy drink line, introducing a tangy Guava variant aimed at capitalising on the growing demand for flavoured energy beverages, particularly among Gen Z consumers in the UK.

The launch, set for May 10 2025, is part of CCEP's strategy to enhance its market presence in the competitive energy drinks sector, which is currently valued at over £2.1 billion.

The energy drinks category has seen a notable surge, with flavoured energy drinks generating £881.7 million in sales over the past year. Relentless, now positioned as the fourth largest energy drink brand in Great Britain, is valued at £37.6 million.

The brand's success has been driven by a robust core range and innovative product development, including the recent introduction of the low-sugar Fruit Punch flavour, which has achieved significant sales since its launch.

Consumer preferences are shifting towards lower-sugar options, especially among young adults. According to Mintel's 2024 report, there is a clear trend indicating that consumers are increasingly seeking healthier alternatives in the energy drinks market. The new Guava flavour, described as a "sweet-but-tangy" refreshment, aims to meet this demand, especially during the summer months when fruity flavours tend to resonate more with consumers.

The Guava variant will be available in pink cans, featuring the recognisable Relentless branding. It will be sold in both plain and price-marked 500ml packs, making it convenient for on-the-go consumption.

To support the launch, CCEP plans an integrated marketing campaign that includes partnerships with influencers, in-store sampling, and brand activations at major music and cultural events, reinforcing the brand's longstanding association with the music scene.

Helen Kerr, associate director of portfolio development at CCEP, noted: “The energy drinks category continues to boom and is now worth more than £2.1 billion in GB and growing, with innovation key to driving this momentum. This latest arrival follows the introduction of Relentless Fruit Punch, which has generated nearly more than £1.7 million value sales since launching in May 2024."

She added: “We know that 67% of energy drinkers prefer a chilled energy drink, so we’re encouraging retailers to stock up on new Relentless Guava variant and give it some space in the chiller, while amplifying visibility with impactful in-store activation to maximise sales at launch”.

This launch is expected to enhance consumer engagement and drive sales across the Relentless product range, which includes other flavours like Raspberry Zero Sugar and Cherry.