Apparently "Hansen Natural" didn't have enough bite — the Corona beverage maker is changing its name to the more aggressive Monster Beverage Corp.
Hansen makes a line of namesake juices as well as Admiral Iced Tea, Blue Sky energy drinks and Junior Juice. Its website features pastoral images of rolling hills and butterflies. The company that has cultivated a wholesome, feel-good image also owns the gritty Monster Energy drinks.
The brand, which sponsors extreme sports events, features a neon-green triple-slash logo on beverage offerings such as Monster Rehab.
Hansen's stockholders agreed Thursday that the company needed to toughen up with a new name. Monster Beverage shares will begin trading under the ticker symbol MNST on Monday.
The company reported in November that its third-quarter sales jumped a record 24.4% from a year earlier to $474.7 million, with Monster drinks leading the energy drink category. Net income soared nearly 24% to $82.4 million.
It's not the only firm looking to update its image. The name change came a day after fashion firm Liz Claiborne Inc. re-dubbed itself Fifth & Pacific Cos. to evoke the style hubs of New York and California.