News
IRELAND’S MOST LOVED SQUASH DRINK, MIWADI, INTRODUCES NEW DOUBLE CONCENTRATE
March 2011
TWICE AS MUCH DELICIOUS MIWADI IN EACH BOTTLE!
Miwadi is delighted to introduce NEW Miwadi Double Concentrate to their range.
Miwadi, Ireland’s No. 1 squash brand, with *40% value share of the squash market, now offers consumers an even greater choice with Miwadi Double Concentrate. New Miwadi Double Concentrate comes in a handy 1 litre bottle but now makes twice as much Squash – with 40 servings of delicious Miwadi in every bottle. As well as making twice as many glasses of squash, Miwadi Double Concentrate comes in a new innovative bottle which has been ergonomically designed for easy pouring. The new smaller bottle is also easier to store at home and will fit neatly into the kitchen fridge.
Speaking about this new launch, Marketing Manager for Miwadi Christine Keohane said "Consumers are always on the lookout for greater value for money without compromising on taste and we are delighted to introduce new Miwadi Double Concentrate to the range to meet our consumer’s needs. Miwadi Double Concentrate offers consumers great value for money by making twice as much Squash and reassuringly delivers the same refreshing Miwadi taste that consumers love."
Starting in May and running right through the summer, Miwadi Double Concentrate will be supported by a national multi media campaign including exciting new Miwadi TV advertising, Press and Outdoor advertising. The launch will be supported with heavy weight promotional activity and in store sampling activity in supermarkets throughout the country.
New Miwadi Double Concentrate is available in a range of five fruity favourites - Orange, Blackcurrant, Summer Fruit, Tropical and Orange & Pineapple. Meeting consumer preferences, the range is available in No Added Sugar only.
Miwadi Double Concentrate is available in all major stores and supermarkets nationwide from the beginning of April with an RSP €2.59
MiWadi New Packaging
September 2010
Miwadi is a truly iconic Irish brand and continues to go from strength to strength in the marketplace appealing to all age groups. From small beginnings in 1927, when it was filled by hand in Nassau Place (Dublin) and distributed by horse and cart, Miwadi is still produced in Dublin to this day and around 16.5 million litres of MiWadi are consumed every year. Miwadi is a key brand in the Love Irish Food Campaign and we know that buying Irish is important to Miwadi consumers.
This autumn, as Miwadi continues to drive the Squash Category, the brand will be re-launched with fantastic contemporary & fresh packaging. Our new design focuses on what consumers say is important about the brand - delicious fruity images illustrating how Miwadi is prepared with sun-ripened fruit and contains real fruit juice, tasty refreshment and a simple great way to make drinking water fun for themselves and their kids. The Miwadi range is free from artificial colours and artificial flavours and is available in 1 litre and 2 litre bottles in a wide range of flavours in both regular and No Added Sugar formulations, this continues to be a key driver of category growth in Squash as consumers look to reduce the sugar intake for their children. The Love Irish Foods logo will also proudly feature on the new packaging.
The Miwadi relaunch will be supported by an extensive advertising campaign across, Press, Radio and Outdoor, a massive PR programme – and a busy calendar of in store promotional activity with fantastic offers for your customers right through until Christmas – Miwadi will be focussing on getting existing and new consumers to drink more squash, more often and to make water fun!!
So, stock up on the full Miwadi range & make sure that you have Miwadi, the leading Squash brand in the market available for your customers!
