European dairy group Ehrmann and ingestible beauty brand Glow25 have finalised a multi-year strategic partnership to take collagen out of the traditional pill and powder formats and move it directly into the mass-market grocery chiller.

The joint venture officially launches on 3 August 2026, with Glow To Go Coffee, a ready-to-drink (RTD) functional coffee available in Caramel and Caffè Latte flavours. The launch signals a significant manufacturing shift, showcasing how food and beverage brands can successfully inject high-dose, bio-functional ingredients into high-volume lifestyle beverages.

Mass-market processing meets digital category strength

For dairy and liquid producers, the partnership represents a blueprint for scaling nutraceuticals. Ehrmann, which operates with an estimated €1.2 billion turnover, is deploying its specialised functional milk beverage subsidiary, Saliter, to handle product development, manufacturing stabilisation, and commercial retail distribution.

They are pairing this manufacturing capacity with Glow25’s established customer data and digital marketing funnel. Glow25 currently controls a 32% revenue market share in Germany’s “Skin, Hair & Nails” category, providing an active, built-in audience of over 2.5 million consumer profiles across Europe.

“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,” said Steven Mattwig, CEO Glow25. “Ehrmann 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.”

Formulation and premium positioning

From a product design standpoint, the beverage manages a heavy active ingredient payload without compromising traditional iced coffee flavour or mouthfeel.

Each 250ml twist-off glass bottle delivers:

• 15g of high-quality bovine collagen hydrolysate, an exceptionally high functional dose for a standard RTD beverage format.
• Micro-nutrient fortification comprising biotin, niacin, and selenium to support skin maintenance and reduce consumer fatigue.
• Standard lifestyle energy via 25mg of caffeine per 100ml.

The product carries a recommended retail price (RRP) of €2.99 and will sit directly in the ready-to-drink coffee and functional beverage aisles across major European grocery retailers (REWE, Edeka, Kaufland), drugstores (Budni, Müller), and online via Amazon.