Featured in the top ten list of most mentioned brands on Instagram in Germany in 2023, KoRo is continuing to pique interest with its special edition snack launched in collaboration with footballer Mario Götze.

Götze is a successful international footballer who currently plays for Eintracht Frankfurt and has represented the German national team in the World Cup. But in recent years he has developed another career, as an angel investor.

His collaboration with KoRo has resulted in the launch of a limited-edition healthy snack, the Organic Pistachio Waffle, which will be sold through several exclusive retailers – including DM Drogerie, Rossman and REWE – as well as KoRo’s website.

Pistachios in the spotlight

It is being marketed as a healthy snack with a high nutritional profile, largely attributable to the fact that the recipe contains 45% pistachio nuts. Pistachios include vitamins B6 and C, potassium, magnesium, iron, and calcium, which provide a host of health benefits, including giving a boost to good gut bacteria, helping to lower blood and cholesterol levels, as well as having properties that are beneficial to eye health.

“What makes this waffle special is the pistachios,” said Natalie Wendt, senior PR manager at KoRo. “Pistachios have proved to be an important product for KoRo, indeed, one of our all-time bestsellers is 100% pistachio butter. We pay particular attention to the quality and taste of the pistachios we use, and this formulation came about after many rounds of tasting.”

Wendt went on to explain that in Germany hazelnuts tend to be an important ingredient in foods targeting this area of the snack food category in Germany. The decision to use high-quality pistachios differentiates the product, while the waffle format and the fact that it is vegan-certified also make it stand out.

Götze collaborates with KoRo for the longer-term

While Götze is a household name thanks to his football career, his interest in the food industry has resulted in a longer-term collaboration with KoRo. The company has distinguished itself through its innovative approach to healthy foods. Its reputation has been further cemented thanks to its farm-direct approach, which also makes it price competitive.

The collaboration with KoRo has seen Götze taking an active role at every stage in the development of the product. He played a role in the product’s formulation and tastings, playing an active role in the decision to use a high percentage of pistachios.

“Mario Götze has been a KoRo investor since 2022,” said Wendt “But he’s not just an angel investor for KoRo, he is also a big fan of the products. This led to the plan to develop a joint product. We have actively integrated him into the product development process, which has included the tastings. As Mario is known throughout Germany as a professional soccer player, we chose him as the face of the product. With this strategy, we want to spark curiosity and build trust in the brand.”

KoRo’s innovation is a social media winner

KoRo’s innovative approach to branding, marketing, and distribution has also captured the imagination of consumers, factors that have helped buoy interest in the brand across social media platforms.

“With this limited edition we wanted to avoid overproduction, and, on the other hand, also stimulate demand,” said Wendt.

“We chose to distribute through these retailers because we have been working with them for a long time – the customers already know us there. These retailers are also among the most important in Germany and have a great brand fit with KoRo.”

While demand for the product has already proven to be high, Wendt added that the company has not yet made a decision to extend the run of the product at this time.