Carbonated Ninja Melk punches hole in European market in Ardagh slim can

08 Jul 2020 --- US-based Ninja Melk has launched its energy drinks on the European market packaged in Ardagh’s 250 ml slim cans. The carbonated milk blend says it has overcome the coronavirus pandemic’s adverse effect on the market, with this European launch using an online shop that delivers directly to consumers’ homes. The brand is targeting health-conscious and athletic consumers with its reduced sugar and natural ingredients. The slim Ardagh can reflects the drink’s sleek and dynamic flavor profile, and addresses trend-aware Millennials.

In addition, the beverage includes caffeine and B vitamins, which offer a boost of energy. The soft, smooth taste of real milk blended with carbonated water and organic flavoring give Ninja Melk a creamy and lightly sparkling flavor, which is unique in the canned energy drinks market, the company notes.

The zippy design in black, silver and neon green features the “cute-but-mighty” Ninja Melk mascot – who stars in the company’s original stop-motion advert. This marketing strengthens the brand’s appeal to entertainment-hungry young adults, who appreciate its creativity, irreverence and escapist humor, Ninja Melk says.

Co-founded by YouTuber Ryan Higa – whose popular comedy “ninja” videos inspired the theme for the milk-based energy drink – the brand saw fast growth after its launch in the US in May 2019, including distribution of its cans through the major US retail outlets Circle K and 7-Eleven.

Co-founded by YouTuber Ryan Higa, the brand saw fast growth after its launch in the US in May 2019.Higa’s YouTube channel has over 21 million subscribers, with 60 percent of these outside the US – so while expanding into a largely locked-down market might seem a risky idea, Ninja Melk knew it was reaching out to a global fanbase. It has now opened up to direct customer sales of 12-can cases for delivery across Europe.

Over 80 percent of the beverage brand’s customers are males, aged 18-34, who are responding to the concept of a novel, fun-branded drink in a can they can order online and have delivered to the door.

E-commerce purposed packaging
Though normal seasonal opportunities for retail such as festivals are suspended, home delivery remains a strong alternative market for beverages packaged in lightweight and unbreakable aluminum. Easily transported to the home and accepted by all curbside recycling services, aluminum cans appeal to online shoppers looking to make environmentally sustainable choices, as Ninja Melk states.

The brand’s Co-founder, Kathleen Hahn, notes that “we wanted packaging that is convenient for customers on-the-go, while maintaining the fresh and lightly carbonated taste of Ninja Melk. We also chose to produce our energy drinks in cans because aluminum is infinitely recyclable, which is important to our customers as well as us.”

Metal is a permanent material that can be infinitely recycled without loss of quality, Ardagh notes. Universally recognized for its protective qualities, versatility and environmental credentials, metal has the highest recycling rates of all packaging materials in Europe, thus effectively contributing to the fundamental principles of a circular economy.

Collaborating with global beverage brands
Ardagh is actively launching innovative beverage concepts. The company’s 187 ml cans hit the market this spring, featured in Boutinot’s trio of The Long Little Dog wines. These cans are a portable, single-serve pack for wines, which were previously only available in bottles. Also, British beverage company NICE chose to bottle its vegan French wines in Ardagh Group’s 187 ml aluminum wine cans.

In a “perfect marriage of modern and traditional,” Ardagh supplied Austrian winery Weingut Johann Müllner with its slimline aluminum can for its “Kiss Me” Sauvignon white wine spritzer, designed to appeal to contemporary audiences. Ardagh also replicated the distinctive flutes of Jupiler’s glassware in an embossed can, providing an added functional benefit: the smaller surface area keeps the beer colder for longer.

UK-based Life Water also launched a sparkling version of its natural spring water in a matte black aluminum can, with a black colored shell and tab, produced by Ardagh. This complements its still water, released last year in a statement matte silver can. The recyclable packaging allows the company to tap into demand from an increasing number of consumers who are seeking to reduce their plastic waste.

Lastly, liquid coffee extract producer Cafeahaus launched Goldbrew – a ready-to-drink, cold-brewed coffee range in Ardagh’s 250 ml slim can on the German market.

By Kristiana Lalou

This feature is provided by Nutrition Insight’s sister website, Packaging Insights.

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