The mineral water market is experiencing a significant transformation as aluminium cans, once in a supporting role, are now challenging the dominance of traditional plastic bottles. Recognising this shift, the startup Dane-se has capitalised on the rising popularity of aluminium cans to capture consumer interest.
Founded in 2023 by CEO Gregório Machado, Dane-se identified an opportunity to innovate within the mineral water industry by creating a fun and engaging brand. The startup's mission is to change the habit of consuming water from plastic bottles by offering a 100 per cent recyclable alternative, thereby reducing the environmental impact of plastic waste on the planet.
"Aluminum cans are already the biggest differentiator in the mineral water market, where plastic bottles still reign supreme. Aluminum cans offer greater food safety, space and logistics savings, and a lower environmental impact, especially due to the issue of recycling. I can see Dane-se as an entertainment company that ends up selling mineral water. We have high expectations for new products soon, you will still hear a lot about us", emphasises Machado.
Aim of Dane-se
Beyond their environmental benefits, aluminium cans provide practical advantages, including quicker cooling of the product and enhanced protection against light and external oxygen. According to the CEO, Dane-se's mission goes beyond sustainability. The brand aims to engage consumers through fun and irreverent communication, encouraging them to "not give a damn" about daily annoyances.
This unique approach has resonated with the public, as evidenced by the company's success: the first batch of mineral water cans, launched in 2023 with 3,000 units, sold out within weeks, propelling the brand to the top of its segment on Amazon Brazil. The second batch, launched in July of this year, surpassed expectations, generating over R$12,500 in online sales in just one day.
Despite its success, Dane-se has no plans to rest on its laurels. The company aims to expand its portfolio with new flavours and products, including the recently launched sparkling water. Dane-se products are available across Brazil via Mercado Livre, and customers in São Paulo can find their canned waters in restaurants and even tattoo studios.
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