German Dairy Group Ehrmann Partners with Glow25 to Launch RTD Collagen Coffees
核心洞察
German dairy group Ehrmann (搜索) and beauty brand Glow25 (搜索) have partnered to launch Glow to Go Coffees, ready-to-drink beverages containing 15g of bovine collagen hydrolysate (搜索) per 250ml bottle.
The products will be available at major German retailers including Rewe, Edeka, Budni, and Müller at a recommended retail price of €2.99, as well as online through Amazon and Glow25 (搜索)'s website.
The multi-year partnership combines Glow25 (搜索)'s digital expertise and collagen category experience with Ehrmann (搜索)'s production capabilities and broad food retail distribution network.
German dairy group Ehrmann (搜索) has entered into a multi-year partnership with Berlin-based beauty and wellness company Glow25 (搜索) to launch a line of ready-to-drink (RTD) collagen-infused coffees, marking a significant convergence of the functional beverage and ingestible beauty sectors.
The new product line, branded Glow to Go Coffees, will feature 15g of bovine collagen hydrolysate (搜索) per 250ml glass bottle and will be available in two flavors: caramel and caffè latte. The beverages will carry a recommended retail price of €2.99 ($3.42) and are set to launch across major German retail channels.
Retail Strategy and Distribution
The products will be available at leading German grocers Rewe and Edeka, as well as drug store chains Budni and Müller. Additionally, the coffees will be sold through online platforms including Amazon and Glow25 (搜索)'s own direct-to-consumer website, reflecting a hybrid retail strategy that leverages both brick-and-mortar and e-commerce channels.
Formulation and Functional Ingredients
Beyond collagen, each 250ml bottle contains 25mg of caffeine per 100ml. The formulation also includes biotin, which the companies state supports "the maintenance of normal skin and hair," and niacin, described as contributing to "the reduction of tiredness and fatigue." These additional functional ingredients position the product at the intersection of beauty-from-within and energy beverage categories.
Strategic Partnership Rationale
In a joint statement, the companies emphasized the complementary nature of the collaboration. The partnership brings together Glow25 (搜索)'s "experience in building a collagen category and a strong community with Ehrmann (搜索)'s product development expertise, production know-how and broad distribution in the food retail sector."
Kurt Hardt, a member of the board at Ehrmann (搜索), stated: "Glow25 (搜索) has proven how to build a category and inspire a community. Their digital expertise and brand strength perfectly complement our retail reach. We look forward to developing products together that offer consumers real added value."
Glow25 (搜索) CEO Steven Mattwig added: "With Glow To Go Coffee, we're combining an established everyday product with an active ingredient that our customers already know from their daily ritual. Ehrmann (搜索) brings the necessary production and sales expertise to the table. Together, we can create functional beverages on a scale that we couldn't achieve alone."
Company Profiles and Future Plans
Ehrmann (搜索), one of Germany's largest dairy groups, produces yogurts, desserts, milk-based drinks, and high-protein products, and develops functional beverages and specialty foods through subsidiaries including Saliter.
Glow25 (搜索), founded in 2019, is described as "one of the fastest growing brands in the ingestible beauty sector." The company primarily produces collagen powders but also manufactures collagen eye pads and capsules. It claims to serve more than 2.5 million customers across the DACH region (Germany, Austria, and Switzerland) and has expanded into France and the Netherlands.
The partnership is set "for several years," with both companies already working on additional products to expand the range, including more RTD formats and "other complementary products," signaling a sustained commitment to the functional collagen beverage category.