FLRT, the new female-focused energy drink from Monster, has begun rolling out to retailers across America.
Hy-Vee got first dibs with an exclusive launch in early March, though plenty more big names are now joining the party.
This week, FLRT is expected to become available at Kroger, Target, Albertsons, Walmart, and Amazon.
The latter already has 12-packs listed for $29.99, with delivery expected between late March and early April.
Considering Monster’s massive distribution ability, it’s little surprise to see major players clearing shelf space for FLRT Energy so early on.
What is FLRT Energy?
FLRT Energy Drink is the brainchild of Monster Beverage Corporation, the group behind Monster Energy, Relentless, Reign, and Burn.
Announced last year for a Spring 2026 release, it drew mixed reactions from consumers.
Four flavours – Strawberry Fling, Berry Tempting, Guava Lava, and Sunset Squeeze – lead the launch, with the branding mostly a mix of pastel colours and glossy lifestyle slogans.
Its ‘girl coded’ image is clearly an attempt to crack the thriving wellness-adjacent, female-targeted functional drinks market, which brands like Alani Nu and Bloom currently dominate.
However, the execution has raised a few eyebrows. Some women have labelled it patronising, saying they don’t need to be segmented, rather treated as part of the mainstream audience.
Others have quipped they didn’t realise Monster “wasn’t for women.”
The concept hasn’t completely fallen flat, as plenty of supporters shared their excitement for the drink’s official release.
Indeed, FLRT Energy’s formula certainly offers encouragement. The 12 fl oz cans combine B vitamins with guarana, green tea, guayusa, and panax ginseng extracts for a brain and body boost.
The hefty 200mg caffeine count also exceeds what you’ll find in a standard can of original Monster Energy.
Elsewhere, there’s hyaluronic acid (sodium salt), vitamin A (palmitate), and biotin for skin, hydration, and wellness perks, plus antioxidants to complete a varied suite of benefits.
All this comes in a zero-sugar formula that’s just 10 calories per can, thanks to sweeteners like erythritol and sucralose.
It will be interesting to see how FLRT Energy lands in the coming weeks, and whether the internet’s sceptical first response reflects broader sentiment or was confined to a vocal minority.
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