Monster slammed after launching new energy drink for women

Monster Energy is facing backlash after reports revealed a ‘female-focused’ line with multiple flavour options would be coming to selected stores early next year.

In an apparent effort to rival Alani Energy and Bloom Sparkling Energy Drink, beloved beverage brand Monster is releasing FLRT Energy, a pastel-coloured, 355ml can designed specifically with women in mind.

The official website claimed that the zero-sugar product was born from a ‘simple idea’, alleging that energy should always be as ‘vibrant, fearless, and fun as the women who drink it’.

Comprised of ‘better-for-you’ ingredients, the drinks come in four unique flavours: Strawberry Fling, Sunset Squeeze, Guava Lava, and Berry Tempting.

Caffeine kings Monster Energy, which is also responsible for NOS, Bang Energy, and European competitors Nalu and Burn, is set to release its new line of drinks in the first quarter of 2026, according to Food Dive.

FLRT Energy is set to launch in early 2026 (FLRT)

But the artificial colour-free beverages, which reportedly support skin and hair health, boost collagen, and offer immunity support, have already divided the community.

“This is the modern version of 'Bic for Her' - ballpoint pens for women,” wrote one Instagram user.

“Omg thank god the manly Monster cans were so scary I had to ask my boyfriend to pour it into a pink cup for me,” joked someone else.

A third said that FLRT perhaps shouldn’t have been the final name for the upcoming product.

They reasoned: “To piggy back off of one commentor on here, they really should have called it ‘Siren’. And put mermaids and or serpents on it.” (Sic)

Some have defended Monster Energy’s debut women-centric drink, with one commenting: “This is actually so cute and thoughtful, and they sound good!!!!”

They added: “But as a woman, they’ll have to pry the white monster out of my cold, dead hands to get me to drink these instead.”

Another typed: “Yall did not have to make us our own drink but I appreciate it.”

Social media is divided on the 'female-focused' beverage, with some asking if it was really necessary (FLRT)

LADbible Group has previously contacted Monster Energy for comment.

The FLRT Energy reveal comes after Reuters reported that Monster had beaten Wall Street estimates for third-quarter revenue and profit, with net sales rising 16.8 percent from last year to $2.20 billion during the quarter, which ended on 30 September.

The outlet credited the impressive figures to unprecedented sales of Monster Energy Ultra, the business's sugar-free offering, as well as new flavour launches.

Last month, Monster Energy announced two bold full sugar additions: Monster Energy Electric Blue and Monster Energy Orange Dreamsicle.

Dan McHugh, Global CMO of Monster Energy, told PR Newswire that the indulgent flavours were engineered for ‘fans who want full flavour, full sugar, no compromises.

"Electric Blue and Orange Dreamsicle both bring that nostalgic feel yet taste incredibly new – all loaded with our legendary energy blend.”

Both beverages are available nationwide now.