A new energy drink has launched D2C in Europe: Ninja Melk.
The product sees milk blended with carbonated water and organic flavouring to give a ‘creamy’ and ‘lightly sparkling’ offering that Ninja Melk says is unique in the canned energy drinks market.
The brand was co-founded by YouTube star Ryan Higa, best known for his comedic ‘ninja’ videos. Over 80% of Ninja Melk’s customers are males aged between 18 and 34 – a cohort the company says responded to the concept of a ‘novel, fun-branded drink in a can’ that can be ordered online and delivered to the door.
“The brand aims to attract these health-conscious and athletic consumers with its reduced sugar and natural ingredients, while caffeine and B vitamins bring a boost of dairy energy,” noted the business.
Ninja Melk ships to most European countries and is exploring additional retail partnerships. This month, the business is adding a new low-sugar, low-calorie product to the range: Ninja Melk Light, with a new Orange Creamiscle flavour.