One of Lithuania's largest food producers, AB "Kauno Grūdai," and the country's renowned basketball club, Kauno "Žalgiris," have joined forces to introduce a new line of products adorned with the legendary team's logo. This partnership marks a new chapter in the collaboration between the company and the basketball club.
Soon, grocery store shelves will be stocked with specially created "ACTIVUS" brand products from "Kauno Grūdai" featuring the "Žalgiris" logo. These ready-to-eat, convenient, and nutritious products include chili with beef, buckwheat porridge with chicken, and protein bars. These products are designed not only for passionate basketball fans but also for anyone who appreciates taste, quality, and convenience.
A Powerful Marketing Move
"Kauno Grūdai" and "Žalgiris" are entering their third year of partnership. According to the company's CEO, such collaborations help strengthen market positions, increase sales, and boost brand awareness.
"The partnership between business and sports has long been known as the perfect combination, generating revenue for sports organizations and providing businesses with a unique opportunity to reach a wider audience, strengthen their brand image, and create an emotional connection with consumers," says Andrius Pranckevičius, CEO of "Kauno Grūdai." "Moreover, sports are inseparable from energy, self-confidence, teamwork, and goal achievement. These aspects, linking the brand with sports, strengthen customer loyalty and trust."
According to the company's CEO, sports also open the door to creative marketing ideas, and licensed products are a new step in their joint marketing efforts. Over the past few years, the company and the basketball club have organized various promotions, integrated with attractions, and events during games.
"Ultimately, only a river separates "Kauno Grūdai" from the main home of "Žalgiris" (Žalgiris Arena), and both organizations have their roots in Kaunas, so this partnership is also based on sentiment, love for the city of Kaunas, and basketball," says the head of "Kauno Grūdai."
Donatas Norkevičius, Head of Partnerships Sales at "Žalgiris," is also pleased with the new additions to the "Žalgiris" licensed product basket.
"Žalgiris is delighted to embark on this new chapter with "Kauno Grūdai." By jointly introducing "ACTIVUS" brand products, we are combining sports and nutrition, and the result should appeal to both basketball enthusiasts and health-conscious individuals. By further strengthening our partnership, we hope to find new opportunities for engagement and creativity," said Donatas Norkevičius, Head of Partnerships Sales at "Žalgiris."
Products for the Active and On-the-Go
"ACTIVUS" products with the "Žalgiris" logo are targeted at a wide audience, from passionate basketball fans to consumers constantly on the go who seek convenient yet nutritious options.
"Kauno Grūdai" is offering its product lovers chili with beef and buckwheat porridge with chicken and shiitake mushrooms. The products are ready-to-eat, simply requiring heating, meaning you can have a nutritious and satisfying meal in just a few minutes. We will also offer a healthy on-the-go snack - a protein bar, which quickly satisfies hunger and helps meet your daily protein needs. The club's basketball players are already enjoying and using these products to fuel their performance," said Oksana Šimoliūnaitė, Head of the "ACTIVUS" brand at the company.
"ACTIVUS" and "Žalgiris" products will soon be available in major Lithuanian retail chains. Like other licensed "Žalgiris" products, the sale of "ACTIVUS" products will contribute to and supplement the "Žalgiris" budget.
As a reminder, last July, "Kauno Grūdai" acquired "Grybai LT", a factory producing canned and ready-to-eat soups, vegetables, and porridges, from "Auga Group".