A new energy drink – believed to be the first of its kind to make use of an integrated straw technology – has launched in Poland.
MAG Dystrybucja Polska, one of the country’s largest beverage distributors, has achieved the category first with its MPower brand. The cans, produced by Ball Packaging Europe, are available in 250ml sizes and feature an integrated straw inside, which slides out of the top of the can when the pull tab is opened.
It had previously been used in the Polish market for a brand of grapefruit-flavoured beer.
The companies claimed that the can and straw would make energy drinks more accessible to consumers, including women, who have traditionally found little appeal in the energy drink category. Increasingly, energy brands have sought to appeal to women with more specific product offerings – include those that target mothers – to address the lingering gender imbalance.
Strong competition in the energy drinks market has made companies look for new ways to attract customers, MPower added.
The MPower drink, though owned by MAG Dystybucja, is produced by Sulimar Brewery.
It is believed to be the first energy drink with sliding straw technology to launch in the Polish market.
© FoodBev Media Ltd 2019