Ardagh Group

Ninja Melk cans punch through lockdown

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 major US retail outlets Circle K and 7-Eleven. Hawaii-born Ryan’s YouTube channel has more than 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 male 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 Group 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, 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.

AMP to issue preferred shares to Ardagh

Ardagh Metal Packaging to issue preferred shares to Ardagh Group

Ardagh Group S.A. to subscribe for €250m of Perpetual Preferred Shares to be issued by Ardagh Metal Packaging S.A.Luxembourg (June. 01, 2022) - Ardagh Group (“Ardagh”) announces its in...

1 Jun 2022

Sustainable Investments in Brazil

Investment in Sustainable Glass and Metal Packaging in Brazil

Ardagh Group (“Ardagh”) has today announced that the location of its previously-announced first glass production facility in Brazil will be at Juiz de Fora, Minas Gerais. The state-of-th...

25 May 2022

Ardagh converts to electric vehicles

Ardagh Group distribution center converts to energy-efficient electric vehicles

Ardagh Group and a leading logistics provider, Buske Logistics, recently partnered with Shoppa’s Material Handling LTD to convert its current fleet of propane vehicles to electric vehicles...

19 May 2022

Acquisition of Consol Glass Completed

$1 billion Acquisition of Consol Glass Completed

Ardagh Group (“Ardagh”) is pleased to announce that its acquisition of Consol Holdings Proprietary Limited (“Consol”), the leading producer of glass packaging on the African continen...

29 Apr 2022