OeTTINGER takes over protein beer producer JoyBräu
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Welcome to the OeTTINGER universe, JoyBräu! We are delighted to now have the legendary protein beer brand on board. As you may remember, the Hamburg-based start-up JoyBräu, founded in 2016, became known through the programme "Die Höhle der Löwen" (VOX) and had innovative protein beers in its range for many years.
We at OeTTINGER are strengthening our innovative power with this strategic acquisition. On the one hand, we are continuing the JoyBräu protein beer brand. On the other hand, we are taking its spirit, agility and willingness to experiment to the next level: we are integrating the patented process technology into the Oe.
Oe - as you know by now - is our newly created innovation brand, with which we will be realising functional drinks for the domestic and international markets across product ranges from this year onwards. We see the greatest potential in the area of functional ingredients in particular, even outside Germany. Consumers in many countries are light years ahead of us in terms of acceptance and willingness to buy foods with additional benefits for their own well-being. You are of course welcome to prove us wrong!
By the way, we'll be continuing with innovations from OeTTINGER in spring. It's going to be really exciting! But don't worry, despite all the new things, we'll keep our greatest strength for you: always the best quality at a fair price.
