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Black Labels Co’s Maluma collagen protein drinks - Product Launch

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Black Labels Co's Maluma collagen protein drinks

Maluma collagen protein drinks are available through German retailer Aldi

Maluma collagen protein drinks are available through German retailer Aldi

Category - Soft drinks, functional

Available - From this month

Location - Germany, off-premise, available in branches of Aldi-Sud in the south of the country

Price - Not specified

German start-up Black Labels Co has launched a three-strong line of collagen protein drinks in its home market.

Maluma comprises Goji with Strawberry & Basil, Açaí with Guava & Ginger, and Passionfruit with Lemongrass. The range is available in 25cl cans made by metal packaging group Ardagh.

"Maluma is our innovation in response to a demand for feel-good, natural drinks that ... have nutrients to support the skin, metabolism and immune system," said BLC's CEO, Rolf Fritsch.

Ardagh Group's sales director, Dirk Schwung added: "There's a growing demographic of consumers who will be excited by a feel-good, healthy drink like Maluma. They are also keen to make 'clean' lifestyle choices, meaning the can is an ideal choice for BLC's new brand due to being part of a circular economy."

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Expert Analysis

Functional Drinks Global Industry Almanac 2013-2022

Functional Drinks Global Industry Almanac 2013-2022

Global Functional Drinks industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2013-17, and forecast to 2022). The ...

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