Marketing bites
Galaxy delivers 'golden opportunity' with new Galaxy Golden Eggs - and a round-up of other news for FMCG marketers - for the week 05/01/2016 - 13/01/2016
Print13 January 2016
Galaxy’s golden opportunity
Galaxy, the third largest chocolate brand in Ireland* is giving retailers a ‘golden opportunity’ to maximise Easter sales with the launch of Galaxy Golden Eggs. The new eggs feature a combination of Galaxy chocolate and crunchy caramel pieces rolled in gold. They come in two formats: a sharing bag, and a large egg format. Available from January 2015, they will be on sale at €1.80 (RRP) for an 80g bag; and €9.47 (RRP) for the large egg. Golden Eggs is set to be a success in 2016 as seasonal sharing bags and large eggs are performing well ahead of the market at +22% and +9% value sales at Easter 2015.**
*(Source: Nielsen Scan track, value sales, data to 29 Dec 2015)
**(Source: Nielsen Scan track, value sales, data to 5 April 2015)
Wishing you a Hoppy Easter with return of Malteaster
The bunny is back! An Irish favourite, Maltesers MaltEaster will be hopping off the shelves. Maltesers is the number two chocolate brand in Ireland and has had a phenomenal year of +11% growth MAT*. Maltesers MaltEaster is a highly impulsive product available in a single impulse treat (RRP: €0.82) and a sharing bag containing five individually wrapped Mini Bunnies (RRP €1.79). MaltEaster has also expanded into a variety of Easter egg pack formats, including a small and an extra-large egg Easter egg. Easter eggs account for 45% of the Easter market**, so having them on prominent display the month before Easter is vital in keeping them top of mind for consumers.
To join in the conversation or to stay up to date with Maltesers news, visit https://www.facebook.com/maltesersireland
*(Source: Nielsen, Total Scantrack ROI, Value Sales, Data to NOV 01/15)
**(Source: Nielsen, Total Scantrack ROI, Value Sales, Data to APR 05/15)
Nivea’s Micellar Water delivers effective and caring skin cleanse
Nivea, Ireland’s number one skincare brand brings the market Nivea Daily Essentials Sensitive Caring Micellar Water which offers an effective and caring cleanse which respects the skin’s natural barrier and leaves skin feeling refreshed. Dexpanthenol helps skin retain moisture and promotes skin cell regeneration, whilst Grape Seed Oil provides intensive care. Its formula is designed to help to protect against the three main signs of sensitive skin; redness, tightness and dryness, whilst still providing a deep cleanse and moisturising effect.
‘Take a sip, win a trip’: Vita Coco coconut water launches Simple Island campaign
From 8 February, Vita Coco is set to launch its biggest on-pack promotion to date: ‘Take a sip, win a trip’. The promotion, which will be rolled out across all Vita Coco SKUs in retailers across Ireland, urges consumers to ‘take a sip in the right direction’, by entering the competition to win their very own tropical island retreat. Through a simple entry code neck tag, consumers will be driven to a Vita Coco micro-site where they will have the opportunity to win an exclusive trip to ‘Simple Island’, where the weather is good and life is simple. The promotion captures the essence of the brand’s simplicity – just natural hydration, no messing – just like sticking a straw into a green coconut.
Heavenly’s Organic Coconut Squishies scoop top award!
Local baby food company, Heavenly Tasty Organics, scooped a top award recently at the prestigious Maternity & Infant Awards in Dublin for its new range of organic baby and toddler snacks. The innovative snacking company’s Coconut Squishies, 100% dairy free smoothies made from coconut milk and fruit puree, fought off stiff competition from big name brands to win the coveted award of Best Organic Product. Managing director Shauna McCarney-Blair commented: “It is another great achievement for our growing brand and we are so grateful for the continued support we have received for our new range of products.”
Meade Potato Company top of the crop after award wins!
Meade Potato Company has added to the efforts to raise awareness of the humble spud by putting potatoes in the news with their recent crop of awards. While the company grows and sources a wide range of fresh produce, their name reflects their specialty of potatoes. At the Agribusiness Awards held on Tuesday, 8 December in the Hilton Hotel, Dublin, the company was named the Fresh Fruit and Vegetable Agribusiness of the Year, and was in the running as a finalist for the Overall Agribusiness of the Year, as well as for the Health & Safety Award and the Sustainability Award.
In addition to the Agribusiness Awards, the potato won out at Meath Business Awards on the 27th November at the Newgrange Hotel in Navan, when the Meade Potato Company claimed the top prize for the Meath Business of the Year as well as the Environmental Responsibility Award. The company was also shortlisted for the hotly-contestedSustainability Award at the Bord Bia Food and Drink Awards in Dublin’s Mansion House on 12 November, where a record number entered the sustainability category.
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