The brand belonging to Minalba Brasil, part of the Edson Queiroz Group, is making history with the arrival of the product, presenting the market with 100% recyclable, inclusive packaging with a Braille lid that freezes faster.
With the motto “It’s even better in a can”, Indaiá is kicking off 2024 with the launch of a 269 ml can, in both sparkling and still versions. Sustainable, inclusive and more refreshing because it freezes more quickly, Indaiá in a Can is yet another innovative product that Minalba Brasil is announcing to the market, reinforcing its commitment to sustainability and inclusion.
Just like Minalba water cans, Indaiá cans will also have information in Braille on the lid, to promote accessibility in the drinks market. Today, there are more than 6.5 million visually impaired people in Brazil, according to data from the 2010 IBGE Census. The aim is to offer greater independence in the shopping and consumption experience by adapting to the needs of this public.
Aélio Silveira, CEO of Minalba Brasil, was enthusiastic about the launch: “For years, Indaiá has been Ceará’s favorite mineral water brand, according to the DataFolha Top Of Mind Yearbook. The can has been awaited by consumers as a new hydration option and our ESG strategy has been perfectly aligned with various movements that highlight the importance of caring for the environment. One example is the initiative in the municipality of Jericoacoara, in Ceará, which passed a law banning plastic bottles with a capacity of 510 ml or less. Therefore, Indaiá em Lata is a clear example of how we can adapt to contribute to a more sustainable world, being an eternally recyclable product and respecting the rules in each place where the brand operates. The novelty comes to complement Minalba Brasil’s portfolio, which includes Minalba em Lata 310ml, Minalba Gerando Falcões 269ml and, now, Indaiá em Lata 269ml,” said the Superintendent.
Indaiá in a can will be available at points of sale throughout the Northeast, starting with Ceará and Pernambuco and soon in the other states of the region. Make the most of your hydration in a conscious and practical way with Indaiá in a can!
Inclusion and independence for people with disabilities
In October, Minalba Brasil marked a significant step forward by introducing the first can of mineral water in Brazil with Braille information on the lid, promoting accessibility in the purchasing, consumption and choice experience for people with visual impairments. This unprecedented large-scale initiative in the country was carefully developed over a period of months, with the support of Ball Corporation, the world leader in sustainable packaging for beverages, with whom we worked to produce the can. In addition, the action received expert advice from the Dorina Nowill Foundation for the Blind, contributing an inclusive approach to the food and beverage market. This very special moment of including Braille on the Minalba can was a milestone and was immortalized in a video that can be viewed on the brand’s LinkedIn page.
ESG Day
Minalba Brasil has played a significant role in the ESG approach. In addition to being a pioneer in offering mineral water in aluminum cans, a packaging that is infinitely recyclable and generates income for thousands of waste pickers in the country, in August 2023, the brand joined forces with Gerando Falcões, helping to amplify the institution’s mission to transform slums throughout Brazil and positively impact society. The partnership with Gerando Falcões was so inspiring that it motivated the company to break new ground. Minalba Brasil was the first company to launch a water can with Braille writing on the lid. With this innovation in the beverage sector, the brand promotes accessibility, inclusion and provides a consumption experience for people with visual impairments.
About Minalba Brasil
Minalba Brasil is the beverage division of GEQ, one of the largest business conglomerates in the country, which is present at the most diverse moments in the lives of Brazilians through a diversified portfolio of brands and products from a variety of segments, ideal for all occasions of consumption. The company is Brazil’s leading mineral water company and owns the Indaiá, Minalba, São Lourenço, Petrópolis, Natural do Horizonte, Refri, Citrus and Night Power energy drink brands. It also has the license for the Grapette and Nestlé Pureza Vital brands, as well as the concession for the distribution of the global premium brands Perrier, S. Pellegrino and Acqua Panna, and for the production and distribution of Minotauro Energy Drink.
About the Edson Queiroz Group
Since 1951, the Edson Queiroz Group has been present at the most diverse moments in the lives of Brazilians through a diversified portfolio of brands and products in a variety of segments. Throughout its history, the Group has consolidated a culture of pioneering and developing great businesses, directly employing more than 9,000 people and always guiding its decisions on the ethical principles that underpin all its relationships. Among the areas of operation and brands are: Energy, with storage, filling and distribution of LPG with Nacional Gás; Electrical Appliances, with Esmaltec; Food and Beverages, with Minalba Brasil; and Communication, with Sistema Verdes Mares.