Mio Mio reaches the next milestone in its brand history
Three popular varieties introduced in new 0.33l cans
Vivaris Getränke GmbH & Co KG, a subsidiary of Berentzen-Gruppe Aktiengesellschaft, is laying the foundations for further expanding the growth story of its Mio Mio brand: three popular Mio Mio Mate flavors are now available in the handy and modern 0.33l cans.
"The demand for beverages in cans has been growing steadily on the market for some time. With the introduction of the Mio Mio can, we are creating new opportunities to make our range even more flexible. We are creating new occasions for use and can thus expand our target groups," explains Tobias Wiesner, Managing Director at Vivaris. At the same time, the new packaging format opens up completely new sales channels in the on-trade (e.g. petrol stations and vending machines) as well as the off-trade.
"We expect the expansion of the packaging portfolio to not only increase the presence of our brand, but also to have a significant impact on the sales development of Mio Mio through access to additional sales channels," explains Wiesner. Numerous sales channels were previously unattainable. "Many retailers such as drugstores or discounters do not carry returnable glass bottles in their portfolio due to the complex deposit return system," explains Wiesner.
In addition to the already established 0.5l and 0.33l returnable glass containers, the three popular varieties Mio Mio Mate Original, Mate Zero and Mate Ginger will initially be available in 0.33l cans with immediate effect. "With the can, we can open up new markets as well as completely new applications. It is the perfect companion for on the go and can also be used wherever glass bottles are prohibited, such as at concerts or festivals," says the Vivaris Managing Director.
For Mio Mio fans and those who want to become fans, the new can will be available in stores from March. The first promotions in food retailers and discount stores will start immediately. In addition, the new format is already listed at many retailers. Eye-catching placements ensure a successful appearance at the point of sale (POS), guaranteeing optimum product presence. The RRP is 0.99 euros per can.
The launch of the Mio Mio cans will be flanked by comprehensive media measures. "True to our Building BERENTZEN 2028 strategy, we will provide Mio Mio with significant media investments and thus significantly increase brand awareness," adds Frederik Bergmann, Director Corporate Marketing at the Berentzen Group. The container expansion paired with noticeable investments in the brand lay the foundation for the next level of the successful Mio Mio growth story.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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