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the right sales displays in place is therefore crucial to capitalise on this key profit opportunity. Talk to the Kellogg’s account team today on (01) 8429100 to find out how your business can get Sorted4School and sorted4profit.
Britvic Ireland The Squash market is in strong growth over the last year as consumers see it as a recessionfriendly category. The market is up by 17% in volume and continues to be driven by Britvic Ireland brands. MiWadi and Robinsons command almost two thirds of market volume in this category. MiWadi is the market leader with almost 40% while Robinsons commands 25% of the market.
The Irish squash market is growing by 17% in volume, driven by Britvic Ireland’s MiWadi and Robinsons brands.
The Squash category is recruiting more users and is a category for all seasons, as consumers move
into Squash throughout the year. Consumers are looking for cost effective ways to give their children the drinks they love and Miwadi & Robinsons are leading the way in doing that. MiWadi and Robinsons are the perfect, delicious and refreshing options for hydrating the whole family. 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 Dublin’s Nassau Place and distributed by horse and cart, MiWadi has become one of Ireland’s best-loved brands and continues to be the largest squash brand in Ireland. It is still produced in Dublin to this day and around 16.5m 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. The LIF logo will be on all MiWadi packs in the coming months. MiWadi fruit squashes are all prepared from sun-ripened fruit and contain real fruit juice. They are sold in 1-litre and 2-litre bottles. MiWadi has been a fruity and flavoursome part of childhood in Ireland for over 90 years and has always remained relevant to Irish families, with a wide range of flavours in both regular and NAS formulations. No Added Sugar is the key driver of category growth in Squash, as consumers look to reduce the sugar intake for their children. Watch out for exciting innovation from MiWadi over the coming months. The Robinsons brand is the No. 2 brand in the Squash market and has the largest Squash range on the market, cultivated over a number of years, and prides itself on having something in the range for all the family, young and old. There are four main variants in the range - Robinson’s Fruit Squash, Robinson’s Fruit & Barley,
Robinsons Fruit Shoot H2O is a still spring water with natural fruit flavours, handily packaged in an easy-squeezy sports bottle.
Robinson’s Barley Water and the recently launched Robinsons Select. New Robinsons Select is a range of squashes for the modern family. Robinsons Select is made with high quality and carefully selected fruits, expertly blended to make modern flavour combinations: Orange, Mandarin & Peach No Added Sugar, Apple & Wild Blueberry, Red Grape, Pomegranate & Raspberry. Robinsons Select contains no artificial colours or flavours and comes in a new premium and contemporary 850ml PET bottle, offering 17 servings (250ml each once diluted). The latest 4 week AC Nielsen period shows Robinsons Fruit Shoot enjoys 12.1% value share of the RTD market, which is a fantastic growth of 5.2 share points versus the same period last year (Source: ACNielsen, Total Scan, May 16, 2010). Robinsons Fruit Shoots are the original on-the-go drink specially designed for kids. The core Fruit Shoot range are all No Added Sugar varieties, offering parents a great way to keep kids hydrated on-the-go, and loved by kids for the great flavours and packaging.
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23,24,26,27,28 Back to School 5p.indd 2
22/07/2010 16:42