Germany's favourite flavours now with caffeine

Vivaris Getränke GmbH & Co. KG, a subsidiary of Berentzen-Gruppe Aktiengesellschaft, is adding two new flavours to the Mio Mio brand product portfolio. The flavours Orange + Caffeine and Lemon + Caffeine will be available in environmentally friendly 0.5L returnable containers from February.

"The two new varieties are a real innovation on the classic lemonade shelf: with the Orange and Lemon variants, we are combining Germany's most popular lemonade varieties with the familiar Mio Mio boost of caffeine. With this, we are further driving the market for trendy soft drinks," says Vivaris Managing Director Tobias Wiesner. This potential was also confirmed by a recent independent market research on the two flavours, he added. "Mio Mio Orange + Caffeine and Lemon + Caffeine, which also have a reduced sugar content compared to classic lemonades, will appeal to new target groups," Wiesner is convinced.

"Like the entire product range, the two varieties stand for invigoration - both for the body and the mind. Mio Mio thus remains true to its mission statement of urban creativity. With the two new variants, the brand is now opening up more to people who are looking for special features in the area of familiar flavours," adds Frederik Bergmann, Head of Marketing for Non-alcoholic Beverages at the Berentzen Group. The two varieties Orange + Caffeine and Lemon + Caffeine not only have less sugar than well-known soft drinks on the market, they also offer full flavour with their high fruit juice content. Just like the other eight Mio Mio varieties, the two new products are vegan, climate-neutral and produced with 100 per cent green electricity.

The brand is growing steadily, both with trendy new products and with classic varieties such as mate and cola - since 2014 with an average annual sales growth of 41 percent. This means that Mio Mio's sales development is significantly above the dynamics of the overall market for soft drinks in Germany.

The launch will be accompanied by a comprehensive marketing campaign in the coming months - from social media posts to online and print advertising to eye-catching POS placements.