Monster Energy has announced a new product line called FLRT, a zero-sugar energy drink positioned as a female-focused alternative to the brand’s traditionally masculine image. With flavour names like Strawberry Fling, Guava Lava, and Berry Tempting, plus added “functional” ingredients marketed for skin, hair, and immunity, it’s clear the company is trying to reach a specific demographic. FLRT is aimed at women who want the energy boost Monster already delivers, but wrapped in a wellness-oriented, lifestyle-friendly package. Think young, health-conscious consumers who gravitate toward sugar-free drinks, bright aesthetics, and beauty-adjacent supplements.
However, the launch has already sparked a strong wave of criticism. Many consumers see the concept as unnecessarily gendered—another example of the “pink it and shrink it” marketing strategy that feels outdated in 2026. Critics argue that women don’t need a separate, specially branded energy drink, and that Monster’s approach leans too heavily on stereotypes about what women supposedly want. The pastel cans and beauty-focused messaging have led some to call FLRT condescending, overly simplistic, or just an uncreative attempt to cash in on the wellness market. Even existing female Monster fans have voiced frustration, saying they already enjoy the regular lineup without needing a version “made for women.”
There’s also uncertainty about whether FLRT will even reach UK shelves. While Monster often brings new product lines to the UK not long after their US release, nothing official has been confirmed. Distribution depends on regional partners and retailer uptake, and some flavours that launch abroad never make it to the British market at all. For now, UK consumers curious about FLRT will have to wait and see whether Monster plans a wider rollout once the product’s initial launch settles.
