bluna

What bluna does

Bluna is a German flavored carbonated soft drink brand founded in 1952 by Herr Blumhoffer and now operated as a brand of Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA, headquartered in Bad Teinach-Zavelstein. The product portfolio consists of three SKUs: Bluna Orange (orange lemonade with 3% fruit content), Bluna Orange ohne Zucker (sugar-free orange variant sweetened with cyclamate, sucralose, acesulfame K, and saccharin), and Bluna Zitrone (lemon lemonade). Products are available in multiple packaging formats — glass bottles (0.2l to 1.0l), PET bottles (reusable and single-use, 0.5l and 1.0l), and 0.33l cans — to serve different consumption occasions including standalone refreshment and as a Radler/Alster beer mixer.

The company operates an asset-light, regional concession distribution model in Germany rather than owning a centralized national bottling and logistics network. Since July 2014, production and distribution have been allocated to regional partners covering all German states: Brauerei Gold-Ochsen/Ulm Getränke Vertrieb (Baden-Württemberg), Niehoffs Vaihinger Fruchtsaft/NVF (Bayern, Berlin, Brandenburg — also brand leader since 2017), RHODIUS Mineralquellen (Hessen, Nordrhein-Westfalen), Mineralbrunnen Teinach (Baden-Württemberg), Mineralbrunnen Krumbach (Bayern/allgäu region), and KAMPOS Vertriebs GmbH for national food retail (LEH). Revenue is generated exclusively through branded beverage product sales across food retail and gastronomy (horeca) channels, with no digital, subscription, or service revenue streams. Bluna has no disclosed technology platform, app, API, or proprietary production technology beyond standard carbonated beverage manufacturing.

The brand positions itself as a 'scene drink' (Szenegetränk) with a deliberately unconventional, colorful identity and a 70+ year heritage, and reaches consumers through food retail placement, horeca partnerships, event sponsorship (concentrated on larger events), and a German-language website with press downloads managed by agency Wallek von Zitzewitz. The personally liable partner (Komplementärin) of the KGaA is Karlsberg International Getränkemanagement GmbH, based in Homburg, with executives Martin Adam and Andreas Gaupp. No venture capital, private equity, or other external ownership signals are present in the source data.

Name

bluna

Legal name

Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA

Website

https://bluna.de

Company type

Private

Founded year

1952

Operating status

Operating

Short description

Bluna is a German carbonated soft drink brand founded in 1952, producing orange, sugar-free orange, and lemon lemonades. The brand distributes nationally across Germany through regional concession partners in food retail and gastronomy channels as a sub-brand of Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA.

Ownership category

akta.pro rank

Product category

Carbonated Soft Drinks

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

akta.pro secondary industry

Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)

Keywords

• Carbonated soft drinks
• Flavored lemonade
• Sugar-free beverages
• Mineral water portfolio
• Bottled soft drinks

Headquarters

HQ city

Bad Teinach-Zavelstein

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Beverage Product Sales: Bluna generates revenue through the sale of its branded carbonated soft drinks (Bluna Orange, Bluna Zitrone, Bluna Orange ohne Zucker) across multiple packaging formats including glass bottles (0.2l, 0.33l, 0.5l, 1.0l), PET bottles (0.5l, 1.0l in both reusable and single-use variants), and cans (0.33l). Distribution occurs through food retail (LEH) and gastronomy channels via regional concession partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Bluna produces and sells three carbonated soft-drink SKUs under its brand: Bluna Orange (orange lemonade with 3% fruit content), Bluna Orange ohne Zucker (sugar-free orange lemonade), and Bluna Zitrone (lemon lemonade). Products are packaged in glass bottles (0.2l, 0.33l, 0.5l, 1.0l), PET bottles (0.5l, 1.0l reusable and single-use), and 0.33l cans, and are sold through German food retail and gastronomy channels via regional distribution partners and KAMPOS Vertriebs GmbH.

Product overview

Bluna is a German beverage brand of flavored lemonades produced by Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA. The product portfolio consists of three core flavored soda variants: Bluna Orange (orange lemonade with 3% fruit content), Bluna Orange ohne Zucker (sugar-free orange lemonade with 3% fruit content), and Bluna Zitrone (lemon lemonade). All products are carbonated refreshment beverages designed for consumers who enjoy fruity, not-too-sweet flavors. The brand positions itself as a youthful, unconventional beverage choice.

Differentiator

Problem solved

Functional benefit

Products and services

• Bluna Orange Bluna Orange is a carbonated orange lemonade with 3% fruit content and natural orange flavor, positioned as a fruity-fresh, not-overly-sweet refreshment for German consumers and gastronomy venues.
• Bluna Orange ohne Zucker Bluna Orange ohne Zucker is a sugar-free carbonated orange lemonade with 3% fruit content, sweetened with sodium cyclamate, sucralose, acesulfame K, and saccharin, targeting calorie-conscious consumers.
• Bluna Zitrone Bluna Zitrone is a carbonated lemon lemonade with natural lemon flavor and intense carbonation, designed as a thirst-quenching standalone refreshment and as a mixer with beer for Radler/Alster style drinks.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered regional, core and minor.

• Brauerei Gold-Ochsen GmbH / Ulmer Getränke Vertrieb GmbHregionalChannel Partner/ Reseller/ Distributor · 1 January 2015Regional distribution partner for Baden-Württemberg. Located at Veitsbrunnenweg 3-8, 89073 Ulm. Handles distribution and production of afri and Bluna products in this federal state.
• Niehoffs Vaihinger Fruchtsaft GmbH (NVF)regionalChannel Partner/ Reseller/ Distributor · 1 January 2015Regional distribution partner for Bayern, Berlin, and Brandenburg. NVF has held brand leadership for afri and Bluna since 2017. Located at Karlsbergstraße 86, 66424 Homburg. NVF is a leading provider of juices and soft drinks with brands including Vaihinger, Klindworth, Merziger, and Cocktail Plant.
• RHODIUS Mineralquellen & Getränke GmbH & Co. KGregionalChannel Partner/ Reseller/ Distributor · 1 January 2015Regional distribution partner for Hessen and Nordrhein-Westfalen. Located at Brohltalstraße 2, 56659 Burgbrohl. A mineral spring and beverage company.
• KAMPOS Vertriebs GmbHcoreChannel Partner/ Reseller/ DistributorNational retail distribution partner for afri and Bluna in the food retail segment (Lebensmitteleinzelhandel/LEH). Located at Karlsbergstraße 62, 66424 Homburg. Handles nationwide distribution to grocery retail chains.
• Mineralbrunnen Teinach GmbHregionalChannel Partner/ Reseller/ DistributorSubsidiary of Mineralbrunnen Überkingen-Teinach producing and distributing Teinacher Mineralwasser, direct juice spritzers, and gourmet lemonades in Baden-Württemberg and neighboring regions. Located in the Black Forest.
• Mineralbrunnen Krumbach GmbHregionalChannel Partner/ Reseller/ DistributorSubsidiary located in Kißlegg in the heart of Allgäu. Produces and distributes a broad portfolio of mineral water, spritzers, and soft drinks in Bayern and parts of Baden-Württemberg.
• Karlsberg International Getränkemanagement GmbHcoreStrategic or Co-development PartnerPersonally liable partner (Komplementärin) of Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA. Located in Homburg with registered office at Amtsgericht Saarbrücken HRB 102691. Executives: Martin Adam, Andreas Gaupp. Acts as the general partner with management responsibility for the KGaA structure.
• WALLEK VON ZITZEWITZ Werbeagentur GmbHminorGTM or Marketing PartnerCreative and implementation agency for Bluna's website and brand materials. Located at Königstraße 16a, 22767 Hamburg. Responsible for conception and implementation of Bluna's web presence.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• afri Cola: afri is a sister German soft drink brand under the same parent company Mineralbrunnen Überkingen-Teinach GmbH & Co. KGaA, distributed through the same national concession network. Both brands target the cult/sceney German consumer with differentiated, unconventional positioning versus mainstream CSDs.
• Fritz-Kola: Fritz-Kula is a German craft cola brand with a rebellious, independent brand identity and cult following, distributed through German food retail and gastronomy. It competes directly with Bluna for the same health-conscious, anti-mainstream German soft drink consumer.
• Bionade: Bionade is a German organic soft drink brand offering flavored, fermented lemonades in flavors similar to Bluna (lemon, orange). It competes in the same niche differentiated soft drinks category in German retail and gastronomy with a focus on natural ingredients.
• Vita Cola: Vita Cola is a long-established German cola brand (founded 1958) with a cult following and independent positioning in Eastern Germany. It competes with Bluna for the same German alternative-to-mainstream-CSD consumer segment.
• Lemonaid: Lemonaid is a German organic fair-trade lemonade brand offering carbonated fruit sodas in flavors directly overlapping with Bluna (lemon, orange). It targets the same health-conscious, ethically-minded German consumer through similar food retail and gastronomy channels.
• Fritz-Limo: Fritz-Limo is the lemonade/soda extension of the Fritz-Kola brand, offering fruit-flavored carbonated soft drinks in the German market. It is a direct flavor-overlap competitor to Bluna Orange and Bluna Zitrone in the differentiated lemonade category.
• Thomas Henry: Thomas Henry is a German premium soft drink and mixer brand specializing in flavored sodas and tonic waters used in both standalone consumption and cocktail mixing. Its mixer use case overlaps with Bluna Zitrone's Radler positioning in hoReca.

Broad incumbents

• Coca-Cola Germany: Coca-Cola is the dominant carbonated soft drink incumbent in Germany with vast marketing budgets and shelf-share across food retail and gastronomy. It competes broadly with Bluna in the same lemon/orange CSD category but at much greater scale.
• Schweppes: Schweppes is a major global mixer and soft drink brand with established German distribution, particularly in hoReca where it competes with Bluna Zitrone for the beer/cocktail mixer occasion.

Regional players

• Pauly cola-mix: Pauly is a German juice and soft drink brand distributed through regional beverage partners in southwestern Germany, offering cola-mix and lemonade products that compete regionally with Bluna in Baden-Württemberg and adjacent markets.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about bluna