In an uncertain time for retail, new energy drink Ninja Melk has exceeded expectations and enjoyed a successful European launch of an online shop that delivers its slimline cans direct to consumers at home.
Co-founded by YouTube star Ryan Higa – whose phenomenally 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. Hawaii-born Ryan’s YouTube channel has over 21m subscribers, with 60% 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, and in March 2020 it opened up to direct customer sales of 12-can cases for delivery across Europe.
Over 80% of Ninja Melk’s customers are males aged 18-34: a cohort of Millennials and post-Millennials 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. 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. The soft, smooth taste of real milk blended with carbonated water and organic flavouring give it a delicious, creamy and lightly sparkling flavour unique in the canned energy drinks market.
The 250ml slim Ardagh can reflects the drink’s sleek and dynamic flavour profile, and really speaks to trend-aware Millennials who love the sporty look and feel of a beverage can in the hand. The zippy design in black, silver and neon green features the cute-but-mighty Ninja Melk mascot – a little powerhouse who stars in the company’s brilliantly original stop-motion advert. This ingenious marketing strengthens the brand’s appeal to entertainment-hungry young adults, who appreciate its creativity, irreverence and escapist humour – particularly now.
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 aluminium. Easily transported to the home and accepted by all kerbside recycling services, aluminium cans appeal to online shoppers looking to make sustainable choices, as Ninja Melk knows.
Company co-founder Kathleen Hahn says: “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 aluminium is infinitely recyclable, which is important to our customers as well as us."
Ninja Melk ships to most European countries, including the UK, from ninjamelk.eu, and the company is exploring additional retail partnerships. In July 2020, Ninja Melk will add a canned low-sugar, low-calorie product to its range: Ninja Melk Light, with a new Orange Creamsicle flavour.
Craft beer ‘R’ celebrates the beauty in diversity
French craft brewery R for Diversity has released its flagship blond beer in a stunning Ardagh can that’s designed to include and inspire everyone. The dramatic black-background can, decorated with a barley-and-hops design in the colours of the diversity rainbow, makes a proud statement of support for the LGBTQI+ movement while guaranteeing to grab consumers’ attention.
The slim little wine can for The Long Little Dog
The newest addition to Ardagh’s pioneering Wine Can range was the natural choice for Boutinot when looking for a portable, single-serve pack for The Long Little Dog wines, previously only available in bottles. The can’s unique characteristics were designed by Ardagh specifically to protect and promote wine and wine-based drinks, while the new 187ml format – a quarter of a standard bottle – expands the market for Boutinot’s wines.
Ardagh partners with Copper Cane Wines
Ardagh Group, Glass – North America has announced a long-term supply agreement with Copper Cane Wines & Provisions to manufacture all of its 750ml wine bottles in the U.S., beginning with its 2019 Vintage Series. The partnership connects Napa Valley’s Copper Cane Wines & Provisions with Ardagh’s Madera, California, glass manufacturing facility, helping to keep the winery’s promise to stay local and sustainable by reducing its environmental footprint.
Ardagh is delighted to have received prestigious Leadership class ratings from the Carbon Disclosure Project (CDP) for climate change (A-) and for supplier engagement (A). Sustainability is at the core of Ardagh’s activities and is defined by Ardagh as not only delivering a reduced environmental impact but also achieving sound economic performance while making a positive social contribution.
Ardagh Group, Glass – North America announced a long-term supply agreement with St. Julian Winery to manufacture its wine bottles. The new agreement pairs the longest continually operating and largest winery in the state of Michigan with the largest domestic manufacturer of glass bottles for the U.S. wine market.
The UK’s first large-scale wine canning line has gone live at Greencroft Bottling Company in County Durham, boasting filler speed of 17,000 cans per hour and offering both still and carbonated filling for wine, soft drinks and RTDs. Working closely with Ardagh Group Metal Beverage Europe, the new can filling line is initially focusing on the popular 200ml and 250ml slimline cans.
Ardagh has introduced the latest newcomer to its range of infinitely recyclable coloured beverage ends: a beautiful white shell. Ardagh’s catalogue of beverage end options boasts a wide selection of attractive colours and finishes for both the shell and the tab. With the addition of stylish white as a shell finish, the choice expands once again.
Spring water is a delicate, highly regulated and safety-controlled product, which makes quality absolutely non-negotiable for Radnor Hills. Recognising the benefits of the aluminium can – with its long shelf life, 100% recyclability, transport efficiency and leakproof/lightproof qualities – the company worked with Ardagh to bring cans into its packaging portfolio in a way that presents fantastic shelf appeal as well as guaranteeing consistent product quality and safety.
Downeast Cider continues to extend its reach from the East Coast to the West Coast in the U.S., building a following for a growing niche in the specialty hard cider market: “unfiltered” cider. The brand’s reach is just starting, with growth supported by the choice to package Downeast ciders in Ardagh 12 oz. aluminum cans.
Super-HD print finish gives älska fruit cider cans a crisp new look
Premium beverage producer The Swedish Cider Company is introducing a stunning new high-definition can design to mark the expansion of its älska fruit cider range. The 33cl cans boast compelling photo-realistic visuals, employing Ardagh’s Premium Print 2.0 technology, that will grab attention at point of sale as well as reflecting the premium product inside.
Ardagh Group, Glass North America, has partnered with Founders Brewing Co. to produce 12oz specially-designed glass bottles for its Solid Gold premium lager and Canadian Breakfast Stout. Solid Gold was originally released in cans in February 2018 and is now available for the first time in 12oz glass bottles, sold in 12-pack cases in select markets across the U.S.
All-British beverage company Life Water has introduced a sparkling version of its natural spring water in a can – bringing a refreshing new zero-plastic option for environmentally conscious water drinkers. As a permanent material that can be infinitely recycled, and with the highest recycling rate of any drink packaging on the market, aluminium is the natural packaging choice for a clean, pure drink like British spring water.
Pursuit of coffee perfection leads to specialist Nitro Can filling line
Not only did Rapide Food’s founders, Hendrik and Sebastian Lepping, choose Ardagh’s innovative Nitro Can to package their new cold brew black coffee Dock-18, they were so convinced by its taste and appearance benefits that they decided to build a bespoke Nitro Can filling plant.
Tradition marries the modern with 'Kiss Me' spritzer in a can
An Austrian winery with 160 years of tradition has launched a spritzer in a can. Weingut Johann Müllner has chosen Ardagh’s 250ml aluminium wine can to extend its packaging formats beyond the bottle and thereby bring the spritzer to new markets.
Top energy drink brand Rockstar Energy is rewarding every single customer with a new promotion aimed at gamers and powered by Ardagh Group’s Coded Tab technology. Rockstar’s ‘every can wins’ giveaway ties in with the hotly anticipated release of Xbox game Gears 5, and is marked with a series of striking collectors’ edition cans.
Allure Wine’s sparkling new bottle is making a bold, luxury statement on the wine shelf. Inspired by Marilyn Monroe’s iconic song ‘Diamonds are a Girl’s Best Friend’, the bottle has been designed for the brand’s three wines. Brand owner Zimmermann-Graeff & Müller, briefed Ardagh Group to create ‘glimmering’ design concepts for their wine bottle, seeking customer feedback on the concepts to help shape the final design.
The new Glenfiddich bottle has been designed to emphasise the brand’s special provenance and unique heritage, taking cues from its origins in the Valley of the Deer. Ardagh Group’s Design Team worked closely with Production, using their creativity to adapt the triangular bottle, designed by Here Design, to work flawlessly on production and filling lines, while delivering William Grant & Sons’ vision for the distinctive new bottle.
Ardagh partners with Mountain Culture Kombucha
Ardagh has partnered with Mountain Culture Kombucha to introduce a new 12oz glass bottle design for its kombucha, which features a convenient, twist-off cap. In an effort to differentiate its products, Mountain Culture Kombucha chose to package its product in a 12oz glass amber bottle that would offer UV protection for the live organisms within the kombucha.
New colour for Ardagh’s beverage end range
Ardagh Group has incorporated a new addition in to its Coloured Tab and Shell portfolio: a stunning new copper colour which will give any can that extra shelf appeal. The eye-catching copper tone brings a beautiful finish to the can, differentiated from any existing colour solution for aluminium packaging.
Sprecher Brewing Company launches sparkling water in Ardagh Group glass bottles
Ardagh Group, Glass – North America, a division of Ardagh Group, is now manufacturing 12oz flint (clear) glass bottles in the U.S., for Sprecher Brewing Company’s new sparkling water product line. It was important to Sprecher Brewing Company to utilise glass packaging to create brand differentiation with a premium, sustainable package.
Ardagh Group’s latest Jupiler design highlights the branding potential of embossed cans
The challenge of replicating the distinctive flutes of Jupiler’s glassware in an embossed can has led to tooling innovations that enable Ardagh Group to render embossed designs with greater definition, creating new branding opportunities for its customers.
The Absolut Company and Ardagh Group sign 10-year partnership
Ardagh Group in Limmared, Sweden has signed a 10-year agreement with The Absolut Company, owned by Pernod Ricard, the world's second largest wine-and spirits producer. The agreement sees Ardagh supply The Absolut Company with glass bottles for their Absolut Vodka brand.
Ardagh Group's premium look wine bottles for Oliver Winery
Oliver Winery is best known for its quality, and it’s no secret that quality wine deserves quality glass bottles. The bottles for Oliver Winery leverage the brand’s existing design assets with a modern, premium look and feel, all manufactured in the U.S. by Ardagh.
- Jo Webb
- Brand Launch
- Created 06 Jul 2020
- Modified 06 Jul 2020
- Hits 371