Aluminium-like glitter in brand building

By: Trademagazin Date: 2025. 05. 22. 11:23

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At the company’s headquarters on Andrássy Avenue in Budapest, HELL ENERGY Magyarország Kft. hosted a meeting for the Green Club and the HoReCa Chapter of the Hungarian Marketing Association at the end of February. Members of the HoReCa and Event Chapter were also present.

This article is available for reading in Trade magazin 2025/5.

FloeWater: aluminium in focus

In 2024 FloeWater – HELL ENERGY’s innovative bottled water brand – entered the domestic market of premium filtered waters as a new player, with an innovative packaging and one of the most advanced manufacturing technologies in the industry. At the event brand manager Nikol Kassai spoke about the values of crystal clear water in a can. “FloeWater seeks to appeal to consumers who are interested in healthy lifestyles and innovative solutions”, told the brand manager.

The latest Green Club meeting of the MMSZ Green Section was held at the HELL ENERGY headquarters on Andrássy Road, where first the market successes of FloeWater were presented

Sustainable at company level too

HELL ENERGY pays special attention to sustainability efforts not only with its products, but also with its entire operation. Sustainability and CSR manager Eszter Mihály introduced this approach. “HELL ENERGY’s sustainability strategy is based on aluminium can packaging. 75% of the aluminium used at HELL has previously been used as a can, another 16% comes from industrial waste and only a small proportion is primary raw material. Thanks to this the production process requires 95% less energy than the manufacturing of primary aluminium”, she explained.

Eszter Mihály, Head of Sustainability and CSR, presented the company’s sustainability-related investments and the experiences of DRS implementation so far

Many more good years are waiting for the 5-year-old chapter

According to Attila Kaszás, president of the HoReCa and Event Chapter of the Hungarian Marketing Association, the past five years proved that events and hospitality play a key role in brand building and the consumer experience. The past year has been an active one for the chapter, with joint events, trade days and conferences organised together with the Green Chapter, such as the Green Gastronomy workshop at Hungexpo. In partnership with Trade magazin, the HoReCa Heroes competition returns in 2025, taking place at the Business Days conference in September. //

Following the meeting of the Green Chapter, Attila Kaszás, President of the HoReCa and Event Chapter, summarised last year’s programme and outlined this year’s plans, then led a discussion on the sustainability challenges of hospitality