Ninja Melk reports successful European launch of canned energy drinks

During an uncertain time for retail, new energy drink Ninja Melk has reportedly enjoyed a successful European launch of its online shop that delivers its slimline Ardagh cans direct to consumers at home.

Co-founded by YouTube star Ryan Higa – whose 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 the major US retail outlets Circle K and 7-Eleven. Hawaii-born Higa’s YouTube channel has over 21 million subscribers, with 60% of these outside the US – so, while expanding into a largely locked-down market might be deemed “risky”, Ninja Melk says it 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 males aged 18-34. The brand aims to attract health-conscious and athletic consumers with its reduced sugar, natural ingredients, caffeine and B vitamins. The brand says that the smooth taste of real milk blended with carbonated water and organic flavouring gives the drink a creamy and lightly sparkling flavour unique to the canned energy drinks market.

The 250ml slim Ardagh cans are black, silver and neon green in design and feature the “cute-but-mighty” Ninja Melk mascot who stars in the company’s stop-motion advert for the drinks.

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. Company co-founder Kathleen Hahn, said: “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 ninjamelk.eu, and the company is reportedly 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.

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