Yugen launches kombucha in cans

Belgian start-up Yugen has teamed up with Ball Corporation, to launch a kombucha in printed cans on the European market.

Available in three flavours, each can design features an up-and-coming illustrator’s vision of the ancient Japanese word “Yugen” – which is used to describe the overwhelming feeling of admiration for the beauty of the natural world. Currently sold in Belgium, the brand is now expanding its reach into other European regions such as Germany, the Netherlands, France and Scandinavia.

The fermented tea drink kombucha is loaded with probiotics, healthy acids and antioxidants – adding new depth and quality to the beverage landscape. The dramatic growth in the category is reflected in the number of new kombucha drink launches in Europe, with the first half of 2019 already out performing the whole of 2018.

Each can of unpasteurised Yugen contains four herbs, blended with pure organic juice.

The can was an obvious choice for Chris De Backer, co- founder and brand manager, Yugen Kombucha: “Cans are awesome. Not only do they protect our product but they’re also eco-friendly, being the most recycled beverage packaging in the world.”

“Lightweight and unbreakable, they’re convenient to carry around on a day out at the beach, the mountains, festivals and sporting events. Plus, retailers are picking up on the trend towards canned beverages. They are reshaping their store layouts to better cater for the grab-and-go demands of today’s mobile consumers.”

“We really had a ball working with Yugen on these cans,” said Matthijs Jansen, sales director benelux at Ball Beverage Packaging Europe. “In close collaboration with its designer Wim Vandersleyen, we effectively produced these cans to everybody’s approval.”

Produced via a proprietary fermentation process in a state-of-the-art brewing facility, Yugen is now set for market scale-up in Belgium and beyond. With every can sold, Yugen will contribute two cents to the Yugen Foundation which supports social and sustainable projects.

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