Minalba Brasil, a beverage company from the Edson Queiroz Group, is revolutionizing the Brazilian market by launching the first can of mineral water with Braille on the lid, making the purchasing and consumption experience accessible to people with visual impairments. This unprecedented large-scale initiative in the country was developed in collaboration with Ball Corporationa global leader in sustainable aluminum packaging and a pioneer in the canned water solution in Brazil, and with the consultancy of Fundação Dorina Nowill para Cegos, bringing an inclusive approach to the food and beverage market.
We are very happy to be part of this change! The Braille System is one of the ways to guarantee the independence and autonomy of people with visual impairments. Furthermore, the project has an even greater purpose, which is to raise awareness among companies in this and other segments about the topic, contributing to an increasingly inclusive society, highlights Alexandre Munck, executive superintendent of the Dorina Nowill Foundation for the Blind.
The #LataPraTodosVerem campaign aims to promote accessibility in the beverage market and offer greater independence in the purchasing and consumption experience, adapting to the needs of the visually impaired public. According to data from the 2010 IBGE Census, Brazil is home to more than 6.5 million people with this type of disability.
This is another milestone in our ESG journey. We were pioneers in offering mineral water in aluminum cans, an infinitely recyclable packaging. We also launched the first social product in the beverage segment, offering a special version of Minalba can in partnership with Gerando Falces, and now we have launched the first inclusive can. Through this partnership, we show our innovative DNA and work for such an important cause, celebrates Aelio Silveira, superintendent director of Minalba Brasil.
Aluminum cans are widely used packaging throughout the country. It reaches the ideal temperature faster, protects the drink from UV rays, facilitates logistics and does not break. Now, becoming even more inclusive, the new Minalba mineral water can will have Braille writing on its top, close to the aluminum ring, and through touch, the visually impaired consumer will be able to identify whether the mineral water with or without gs.
At Ball, diversity and inclusion are imperative pillars of our business, and we understand that bringing inclusive innovation to the market is our responsibility. It is very gratifying to be able to participate in this initiative, the result of the hard work of many teams within Ball and Minalba, with whom we work side by side at all stages of this ESG journey. Furthermore, we had the privilege of counting on the support and consultancy of Fundação Dorina Nowill para Cegos in the development of a viable solution for applying the Braille System to the aluminum lid of cans, which has the potential to influence a great movement of adaptation within of the beverage chain, says Fauze Villatoro, president of Ball in South America.
The cans with Braille on the lid will be part of the entire line of Minalba cans and will be available throughout the national market. The first production will be destined for the cabins of the Tomorrowland Brazil 2023, national edition of the largest electronic music festival in the world that takes place in Itu, 90 km from the capital of São Paulo, on the 12th, 13th and 14th of October.
Inovao no DNA
One of the leaders in the mineral water market in Brazil and 100% national, Minalba Brasil is at the forefront of innovation in the beverage market. The Minalba brand is one of the most expressive in its portfolio, recognized for products that offer a differentiated consumption experience to the public.
With this initiative, Minalba becomes the first widely distributed company in the beverage market to incorporate Braille on its cans. Furthermore, the company recently began a trail of ESG actions to position itself as a sustainable brand in the market, which has already been part of the Fala na Lata project, which reverted profits to benefit ONG Gerando Falces.
Minalba constantly works to offer Brazilian consumers new consumption and purchasing experiences, investing in innovation and technology. The launch of our mineral water in cans with Braille is not only a milestone for the brand, which increasingly strengthens its ESG journey, but also for the beverage market, highlights Aelio Silveira.
The #LataPraTodosVerem project also reflects the new moment of the Edson Queiroz Group, one of the largest holdings multisector companies in the country and controlling company of Minalba Brasil. The partnership with Fundao Dorina Nowill and Ball Corporation is part of a series of initiatives to launch the company’s new brand, which is aligned with its new positioning, seeking to go beyond what is essential and positively impact people’s lives.
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