MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927, MiWadi is still produced in Dublin to this day and around 16.5 million litres of MiWadi are consumed every year.
In 2010, MiWadi offered even more choice to consumers with the launch of MiWadi Double Concentrate. MiWadi Double Concentrate contains no added sugar and comes in a handy 1 litre bottle making twice as much compared to single concentrate with 40 servings of delicious MiWadi in every bottle. 2010 also saw a brand relaunch with new contemporary and fresh packaging. The design focuses on what consumers say is important about the brand – delicious fruity images illustrating how MiWadi is made with real fruit juice from concentrate, provides tasty refreshment and a simple great way to help make drinking water fun for themselves and their kids. The Love Irish Food logo also now proudly features on the packaging. MiWadi is a key brand in the Love Irish Food association and buying Irish is important to MiWadi consumers.
MiWadi is a proud sponsor of Temple Street since 2013 through the ‘Trick or Treat for Temple Street’ campaign which runs every Halloween. Halloween is a fun filled family occasion, which fuels children’s imaginations. Trick or Treat for Temple Street reflects MiWadi’s vision of seeing the world through the eyes of a child and creates an emotive bond with families nationwide to encourage all to get involved, celebrate Halloween with all the family, host a party and raise vital funds for Temple Street Children’s Hospital. To date we have raised €1.9m for Temple Street with the help of MiWadi consumers. The funds raised have gone towards a number of projects including a new classroom, a new parent’s room and more recently contributed to the newly-constructed Neurology & Renal Outpatients Unit. We even have a room named after us in the new unit!
Ciara Mealy, Campaigns Manager, Temple Street Foundation: “We are so delighted to be working with MiWadi since 2013. Together we have achieved so much and we look forward to achieving much more. Without the support of the MiWadi families, we would not be able to have achieved so much. Thank you all so much”.
We all know that water is amazing, but sometimes we struggle to drink enough of it. In 2014, MiWadi launched the ‘Drink More Water’ campaign which highlighted to consumers how a splash of MiWadi can help families to stay refreshed and reach their recommended daily fluid intake. The link between MiWadi and water remains a key communications platform for MiWadi to this day.
2015 saw MiWadi launch a brand new product range to the MiWadi portfolio – MiWadi 0% Sugar. A first in Europe, the range is completely sugar free with stevia extracts and is free from artificial colours and flavourings. MiWadi 0% Sugar took home a New Product Award from All Ireland Marketing Awards in 2017 for its huge success in the market. The MiWadi 0% sugar range is a proud partner of Diabetes Ireland working together to raise awareness of the importance of hydration and encourage more water consumption, which is particularly relevant for those with diabetes.
Kieran O’Leary, CEO Diabetes Ireland: “Diabetes affects people from all walks of life and is now considered the fastest growing epidemic by both the World Health Organisation and the United Nations. In Ireland, it is estimated that 225,000 people have diabetes and this will increase to 282,000 people by 2030. Diabetes Ireland is the national charity dedicated to providing care, education, support and motivation to everyone affected by diabetes. Our partnership with MiWadi 0% Sugar is a first of its kind for us and we welcome their innovation and leadership to launch a 0% sugar range. We look forward to working with them this year to improve awareness on the importance of healthy hydration in the diabetes community, and indeed in the wider population. MiWadi 0% Sugar offers a delicious alternative to water for people with diabetes and we are delighted to have them involved as a partner.”
2016 saw the introduction of a new member to the family, MiWadi Mini, a super concentrated drops format. MiWadi Minis helps make water fun anywhere and encourages families to stay refreshed in the home and when out and about. Contained in a nifty handbag sized squeezable pack, the MiWadi Mini range contains real fruit juice from concentrate, 0% sugar and just 3 calories per serve.
In 2017, MiWadi was delighted to announce that Ireland’s favourite dilute now has Added Vitamins and Zinc. MiWadi with Added Vitamins contains vitamins Niacin, B6 & Zinc, which help to contribute to the normal function of the immune system and the normal maintenance of bones. This exciting new development from MiWadi has the same great taste while offering parent’s a great way to quench their families thirst and still contains no added sugar, natural colours and flavourings and real fruit juice from concentrate. This exciting addition of vitamins sees Ireland’s favourite dilute brand launch the only flavour enhancer in the Irish Market with added vitamins (as per March 2018).
MiWadi continues to grow year on year maintaining is no.1 position in the marketplace*. This year, MiWadi reached a record market share of 62% – proving to be a brand truly loved by the nation. MiWadi will continue to focus on continuous growth and lead in the flavour enhancer category by evolving its portfolio and bringing innovative solutions to the market that are led by consumer trends.
*Source: Nielsen Value Share MAT TY. Data to 25th Feb 2018.