German beverage creator Black Labels Company (BLC) have launched Maluma, the first collagen protein drinks in Ardagh Group cans.
The NPD targets 'health-conscious consumers looking for a delicious drink that also provides a boost of nutrients', the company said.
The launch comes amid growing demand for innovative health-focused beverages, as more soft-drink consumers are making choices with health and beauty in mind, according to GlobalData research.
Its specific blend of nutrients, including B-vitamins and a high level of protein, support the body’s natural production of collagen, according to BLC. This is essential for skin health and elasticity. The drinks are low in calories and free of artificial flavours and preservatives.
The range comes in three flavours: Goji with strawberry and basil; açaí with guava and ginger; and passion fruit with lemongrass.
Rolf Fritsch, CEO of Black Labels Company, explained: “We are always looking to create new beverage specialties of the highest quality at the best price. Maluma is our innovation in response to a demand for feel-good, natural drinks that not only have nutrients to support the skin, metabolism and immune system, but are also convenient to buy and drink on-the-go and look great in the hand.”
The collagen protein drinks from Maluma will be available in all ALDI SÜD branches, under the supermarket’s WHAT'S NEXT promotion for start-ups and companies with innovative ideas.