Marketing bites

Easy Tiger launches new ice cream strictly for adults - and other news for FMCG marketers for the week 02/06/2015 - 08/06/2015


Brand Central

8 June 2015

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Easy Tiger launches new ice cream strictly for adults!

Following on from the success of ‘Paint The Town Red’ Bottled Cocktails, Easy Tiger is now launching a new range of ‘Dessert Ice Creams infused with Alcohol’…now there’s an idea! They will be promoted under the same brand name as their successful sister cocktails. The range is produced in Ireland and flavours include Honey Bourbon Caramel, Irish Cream Liqueur Choc’Chip, Spiced Rum & Vanilla Bean and Caribbean Rum Strawberry Daiquiri.

With an all-important ‘Strictly For Adults’ tag, and presented in a 120ml tub, each ice cream dessert contains 4% alcohol, developed in response to the rapid growth in alcohol infused desserts.

Deep RiverRock gets fruitier in time for summer

Deep RiverRock has launched Strawberry Still. The new 500 ml pack will sit alongside the already popular Lemon & Lime and Forest Fruits flavoured sparkling variants from local Irish water brand Deep RiverRock. Deep RiverRock Strawberry Still is sugar free, made with pure water from glacial valleys in Co. Antrim and natural flavours and sweeteners.

The market for flavoured water is worth almost €14m in the Republic of Ireland and is growing +11% year-on-year. Strawberry is the number two flavour (after lemon & lime) and is growing +16% year-on-year.

(Sources: Nielsen Value Sales ROI Ext Scan including Dunnes & Discounters MAT 25 Jan; Nielsen Value Sales ROI Ext Scan MAT 25 Jan; Nielsen IOI Volume Sales MAT 2014)

SuperValu presents food science award in Cork

Congratulations to UCC postgraduate student Damhan Scully, who was awarded the second annual SuperValu Award for Excellence in Food Microbiology in recognition of the contribution UCC makes to primary food research.

As part of the award, Damhan will receive a bursary of €2,000 to continue his research.  Damhan has also recently been awarded a Walsh Scholarship to undertake his PhD research jointly with UCC and Teagasc later this year in the area of food safety.

Shortcross Gin celebrates summer with signature cocktail event

Belfast was the venue for award-winning Shortcross Gin’s Signature Serve Event recently, where the summer season was marked with some of Ireland’s best bartenders competed in the inaugural Shortcross Gin Signature Serve competition. Some new and classic variations on gin & tonics and other much-loved cocktails were conjured on the night, with Muriel’s Café Bar & The Merchant Hotel Crowned Champions in the prestigious Cocktail Competition.

Shortcross is a relatively new entry in the gin market, having launched only a year ago at the Rademon Estate Distillery. Since then it has made quite a splash in the gin market, reaching as far afield as London, Paris and San Francisco.

Food & Hospitality Trade Expo set for September

Food & Hospitality Ireland is a trade show like no other, offering exhibitors and retailers the chance to make new contacts, learn about new products and see the industry in a unique way. The 2015 event, set to take place on 16th and 17th September at the CityWest Events Centre, Dublin, will be bigger and better than ever. Now incorporating the first-ever Specialty & Fine Food Fair Ireland and the Great Taste Pavilion, it promises to be a unique event boasting a wealth of award-winning producers and sellers.

For more information on F&HI 2015, visit

Corona Extra kicks off summer with BBQ party

Summer may have gotten off to a bit of a soggy start in the past month or so, but that didn’t stop Corona Extra from hosting their trendy Sunset Sessions party at the Morgan Hotel last week. Barbecue platters washed down with Corona Extra was the order of the day, with music provided by FM104 DJs.

Corona one of the world’s leading beer brands, recently came under the umbrella of C&C Gleeson. Under this new ownership, the “sunshine beer” will be the subject of a new heavyweight marketing campaign.




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