"The Miss Universe brand is a universal brand, which is constantly evolving through creative imagination. M*U Beverage is the first Miss Universe branded product line that reiterates our original values: empowering women to realize their ambitions and build up their self-confidence as a catalyst for future success," said Anne Jakapong Jakrajutatip, Chief Executive Officer of JKN Global Group Public Company Limited, the owner of The Miss Universe Organization.
"Post-pandemic consumer interest has geared toward a more holistic approach to food and beverages. Consumers want not only health related products, but also products that specify ingredients and nutrients with functional benefits that serve their particular need like hydration, energy boost, relaxation, immunity, etc. We all know that beverages play a vital role in daily sustenance. With a mission for everyone to have access to quality hydration in order to live a better and healthy life, we have created a line of premium beverages designed to uplift people's daily life by partnering with nutritionists and experts in the field of natural ingredients to research, test, and produce drinks that energize, refresh, and rejuvenate minds and bodies," added Anne.
M*U functional drinks, curated to offer a solution to the hustle and bustle of daily life, are made from natural ingredients, containing zero caffeine, no sugar, no preservatives and less than 45 kcal/bottle.
They are currently available in 5 variations:
- Zen: Green tea & yuzu flavor, made with calming magnesium, L-Theanine, and GABA to ease anxiety and stress.
- Immune: Lemon flavor, made with Vitamin C and astragalus to boost the immune system.
- Focus: Berry flavor, made with branch chain amino acids to help support cognitive function and focus.
- Happy: Raspberry & mint flavor, made with Vitamin B complex and calming magnesium for mood and productivity.
- Fiber +: Pineapple & coconut flavor, fortified with fiber to keep you fuller throughout the day.
M*U Beverage also launches M*U N?R Natural Alkaline Mineral Water, the first alkaline water offered in a bespoke glass bottle and bottled in Thailand. Sourced from the pristine springs of Reykjavik, Iceland, where the mineral water is some of the cleanest and purest in the world, M*U N?R Natural Alkaline Mineral Water is perpetually replenished with glacier melt from the Olfus spring that has been filtered through layers of lava rock. With a pH of 8.4, M*U N?R is the epitome of freshness, offering remarkable health benefits through the presence of essential minerals like calcium, magnesium, sodium, and potassium.
Miss Universe 2022 R'Bonney Gabriel is chosen as the presenter of M*U N?R Natural Alkaline Mineral Water because she personifies a versatile modern woman who strives to live a better and healthy life, as seen through her unwavering commitment to beauty routine and self-care practices, which certainly include healthy diet and good hydration, amid her busy schedules.
M*U Beverage products are manufactured locally at the factory in Prachinburi, Thailand, with a production capacity of 9 million bottles, and can be easily scalable as the business continues to grow.
The value of Thailand's drinking water market was reported at THB 1,378,262,491.000 in April 2023. Revenue in the bottled water segment amounts to THB 67bn in 2023. The market is expected to grow annually by 5.28% (CAGR 2023-2027).
As for functional beverage, Thailand was the 11th largest market worth THB 47.8B in 2020 and 3rd largest in Southeast Asia after Philippines & Indonesia. According to Euromonitor, the functional drink market in Thailand is expected to grow with a CAGR of 4% (a 2020 constant price CAGR of 2%) in retail value and 1% in retail volume from 2021 to 2025, to reach THB 52.4 billion and 724,000 tons in 2025.
M*U Beverage will make its grand entrance in Thailand, with plans to capture the global market by the end of the year by establishing strategic partners in esteemed markets such as Australia, the Philippines, the United Kingdom, and China.
Launching internationally in early 2024, M*U Beverage will unveil its brand to the world, debuting at the prominent Anuga FoodTec Fair, in Cologne, Germany. M*U Beverage will also debut in major international F&B trade shows and events across the world e.g., Germany, Brazil, Colombia, Dubai and the U.S. amongst many others in the coming months.
In Thailand, M*U Beverage products will be available in leading department stores and hypermarkets, as well as through hotel, restaurant, cafe, and catering establishments (HORECA) such as the Sheraton and Pullman establishments.
The launch of M*U Beverage in Bangkok was attended by famous industry insiders, celebrities, and social media influencers, including Miss Universe 2022 R'Bonney Gabriel, Miss Universe 2005 Natalie Glebova, and Miss Universe Thailand 2022 Anna S., among others.
Source: Ogilvy Bangkok
