Minalba Brasil, a beverage company of the Edson Queiroz Group (GEQ), kick-started 2024 with the innovative launch of Indaiá mineral water in 269 ml aluminium cans, featuring both sparkling and still versions. With the rallying cry "It's even better in a can," the company underscores the unique qualities of the innovative product.
Not only can aluminium efficiently cool the beverage, but it also aligns with sustainability principles, as aluminium is a perpetually recyclable material, ensuring a 100 per cent recyclable solution. A noteworthy aspect of this launch is the commitment to inclusivity.
"The can has been awaited by consumers as a new hydration option. Our ESG strategy has been perfectly aligned with several movements that highlight the importance of caring for the environment. An example is the initiative of the municipality of Jericoacoara, in Ceará, which sanctioned a law prohibiting the entry of plastic beverage bottles with a capacity less than or equal to 510 ml", said Aélio Silveira, CEO of Minalba Brasil.
The new aluminium cans now boast information in Braille on the lid, a move aimed at fostering accessibility for over 6.5 million individuals with visual impairments in Brazil. This data is derived from the Census conducted by the Brazilian Institute of Geography and Statistics (IBGE), emphasising Minalba Brasil's dedication to making its products accessible to a diverse and inclusive audience.
The latest addition enriches the company's product lineup in the region, alongside existing offerings such as Minalba in a 310 ml can, Minalba Gerando Falcões in a 269 ml format, and now, Indaiá in a 269 ml can. Initially, the new product will be accessible at various retail outlets across the Northeast, commencing with Ceará and Pernambuco. Expansion plans include making Indaiá available in other states within the region in the near future.
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