Milkshake in a can

Alcon Group has partnered with Rexam to launch MIO, a unique and refreshing lemonade flavoured milkshake.

Recognising a gap in the market amongst teenagers and young adults for a carbonated milk based drink, Rexam and Alcon have worked together to produce an innovative can design to launch the first beverage of this type in Russia.

The launch of MIO sees Rexam working with a dairy product, demonstrating the growing demand for the use of aluminium cans in the category. Produced out of Rexam’s Vsevolozhsk plant in Russia, the bright and concise design is being produced in a 33cl Sleek can.

Nikita Volkov, MIO marketing director says, “It was great to work closely with Rexam to produce a can that represents our brand image – young, fun and dynamic. The aluminium can is the perfect packaging for MIO offering an alternative format and giving us stand-out in the dairy based beverage category.”

Launched late in 2013, the new MIO range is available in blackcurrant and mint, pear, apple, strawberry and vanilla flavours. It is currently sold in retail outlets and local networks across Russia.

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