Miwadi re-launched with fresh packaging

Miwadi, the market leader in the squash category, will now be re-launched with contemporary packaging

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Brand Central

The “recession friendly“ squash category has grown +17% in volume in the past year and continues to be driven by Britvic Ireland brands. Miwadi and Robinsons command almost 70% ROI market share in value in this category, and Miwadi is the market leader with almost 40% (AC Nielsen MAT Aug 08/10). A key brand in the Love Irish Food Campaign, Dublin-made Miwadi will now be re-launched with contemporary packaging.  The design focuses on what consumers say is important, with fruity images illustrating how Miwadi is prepared with sun-ripened fruit and contains real fruit juice; free from artificial colours and flavours and available in no added sugar formulations. MiWadi is supported by extensive advertising across TV, press, radio, outdoor, PR, and in-store promotional activity.

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