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Mahou San Miguel, the Spain-based beverage company and beer sector leader, has entered the functional soft drinks category with the launch of the Yuzz brand.
According to a company statement, the non-alcoholic, low-calorie drink integrates personal care into moments of enjoyment, featuring functional attributes that contribute to skin care. The beverage contains GreenIuronic, a “new generation” of natural hyaluronic acid of non-animal origin derived from the tremella fuciformis “beauty mushroom”, which was developed and patented by Vivatis Pharma. It also contains vitamin C to support normal collagen formation and protect skin from oxidative damage.
Mahou San Miguel’s innovation area developed the product in collaboration with influencer María Pombo, who assisted with flavour definition and packaging design. Initially available via digital channels including Amazon, Glovo, para-pharmacy platforms and Mahou San Miguel’s online store, Yuzz will progressively roll out to physical stores starting this month.
The launch marks the company’s entry into a segment with estimated annual growth of between 6.8% and 7% in value. Miguel Ángel Cabrero, Mahou San Miguel innovation hub director, stated: “With YUZZ we are expanding our presence in new consumption occasions associated with personal care and advancing our diversification strategy in beverages”.
Mahou San Miguel is already present in categories such as natural mineral water, energy drinks, coffee and wine-based beverages through brands including Solan de Cabras, Refeel, Cafe 170º and Los Cachis.
Source: Mahou San Miguel
