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Monster isn’t just launching new flavors—it’s testing an entirely new identity.

Monster Energy has begun rolling out a new sub-brand called FLRT, now appearing in Hy-Vee stores.

Unlike traditional Monster branding, FLRT features a lighter, more lifestyle-oriented design and positioning—suggesting it’s targeting a different demographic than the core energy drink consumer.

Instead of stretching the Monster name further, the company is experimenting with a clean-slate brand approach. That allows it to test new audiences without diluting its core identity.

Energy drink brands are increasingly segmenting their portfolios into:

FLRT looks like a direct play at the next-gen, more casual energy consumer.