While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market.

which ramped in June and then the Winter Edition sugar-free in October. "These line extensions not only blunted Celsius' growth, but also bit into Monster, which experienced share losses in 2023 ...

Both Monster and Red Bull have also introduced sugar-free flavors aimed more toward a broader set of customeers, while upstarts such as Alani Nu have gone after the Celcuis' segment energy drink ...

While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market. “It was an ...