Monster Energy has signed a multi-year deal with the Ultimate Fighting Championship to become the event's official energy drink sponsor. Monster's logo will be featured in the UFC arena, and Monster has signed UFC stars such as Ronda Rousey and Anthony "Showtime" Pettis as sponsors.
General Mills has developed BFast, a drinkable breakfast that provides nutrition similar to a bowl of cereal. "We designed it to go after the breakfast skippers," said Betsy Frost, a Big G cereal marketing manager, of the shakes, which will be introduced in cereal aisles this summer in chocolate, vanilla and berry flavors.
Crystal Geyser Water has entered a sales licensing agreement with Soma Beverage for its Metromint zero-calorie bottled waters. "Soma Beverage Company's strength is innovation and product development, and it made sense to leverage these qualities to further serve our customers' needs," said Doug MacLean, CEO of Crystal Geyser Water.
Dr Pepper Snapple Group is acquiring from Mondelez International distribution rights in seven Asia-Pacific countries. The deal covers Snapple in Australia, Malaysia, Singapore, China, Hong Kong, Japan and South Korea; and Mott's, Mr & Mrs T, Clamato, Mistic, Holland House and Yoo-hoo in Australia.
Hansen Natural Corp.'s Monster brand plans to challenge Red Bull's dominance of the European energy-drink market. Red Bull commands about 80% of the market, but Monster, through a distribution agreement with Coca-Cola Co., is launching in the U.K., Belgium, Holland, Luxembourg, France and Monaco this year.