Thursday 22 February 2018

Kraft bets on sour taste to be a bestseller

KRAFT Foods is to run a "major" integrated marketing campaign to support the introduction of the new line of Maynards Sour Patch Kids sweets.

The campaign will include a partnership with the upcoming cinema release of 'The Twilight Saga: Breaking Dawn -- Part 2' as well as what the company is describing as "heavyweight" outdoor, online, cinema and sampling activity.

Kraft claims the sour sweets are the biggest selling of their kind in the US with annual sales in excess of $100m (€77m). The product has also gained more than three million followers on Facebook.

In Ireland they will be carried under the Maynards brand. The launch campaign will primarily focus on 18 to 24-year-olds and include outdoor, cinema, online, PR, sampling and in-store activity.

A large scale in-store consumer promotion will also be heavily supported through outdoor, online and radio. In addition, special screenings will be held around November 16 when the latest instalment of the 'Twilight Saga' opens in cinemas across Ireland.

Tricia Burke of Kraft Foods Ireland commented: "Sour confectionery sharing bags are currently delivering considerable growth for the overall category. However, we identified a need to bring a product to market that is relevant to teens and families, and Maynards Sour Patch Kids was the perfect candidate.

"We're hoping to inject some mischief and fun back into the market with a product with youth relevance, and we are very excited about the launch campaign," she added.

Doro signs new Meteor deal

Doro has signed a new partnership with mobile operator Meteor, Ireland's third largest and rapidly expanding mobile operator. This new relationship with Doro will see the Doro PhoneEasy 409 available to buy in Meteor stores nationwide and online.

The Doro PhoneEasy 409 handset is a black and white clamshell mobile. This easy-to-use handset features large buttons, a clear display, enlarged text and loud and clear sound. It is hearing aid compatible and also has an assistance button that can be pre-programmed to call and text family and friends easily.

Kealan Donoghue, Meteor's head of product operations & distribution, said: "The Doro PhoneEasy 409 is a wonderful handset to offer to new and existing customers who are just looking for a phone they can use to make calls and to send texts. Doro has seen great success in the marketplace, showing that there is a real market for easy-to-use mobiles in Ireland."

Identigen has the real proof on food

The question of food and traceability has been a major one for years now, and Identigen thinks it has found the most foolproof way of knowing that when you are buying Irish pork, say, you can be certain it is Irish.

Identigen director Ronan Loftus takes up the story. "Our system traces the food, be it veg or meat, through its DNA. The tags can't be altered so it is essentially a foolproof system." The company employs some 30 people at its labs in Pearse Street in Dublin and hopes to keep growing at its current pace.

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