What's Happening?
German dairy company Ehrmann has partnered with beauty and wellness brand Glow25 to introduce a new line of ready-to-drink coffees infused with collagen. These products, branded as Glow to Go Coffees, contain 15g of bovine collagen hydrolysate per 250ml
bottle and are available in caramel and caffè latte flavors. The coffees will be sold at major German retailers such as Rewe, Edeka, Budni, and Müller, as well as online through Amazon and Glow25’s website. The collaboration aims to leverage Glow25’s expertise in the collagen category and Ehrmann’s experience in product development and distribution. The partnership is expected to last several years, with plans for future product expansions in ready-to-drink formats and other complementary products.
Why It's Important?
This collaboration marks a significant step in the growing trend of functional beverages that combine health benefits with convenience. By infusing coffee with collagen, a protein known for its skin and hair benefits, the companies are tapping into the beauty and wellness market, which is seeing increasing consumer interest. The partnership allows Ehrmann to expand its product offerings beyond traditional dairy products, while Glow25 can enhance its brand presence and reach a broader audience. This move could influence other companies in the beverage industry to explore similar health-focused innovations, potentially leading to a wider range of functional drinks available to consumers.
