New soya drink adds a splash of magic to category

soya.jpgNew product, Soya Magic, is looking to add weight to a growing category this month by announcing new listings in two of the UK’s major multiples. Its Original, Light and Chocolate flavoured soya milk drinks are being introduced into selected Tesco and Somerfield stores across the UK from 17 November. The brand is positioned as more than just a nutritious and healthy alternative to milk as it looks to introduce soya to a wider audience.

There are initially three flavours in the range which will be available in 1 litre and will carry an RRP of £1.39.

Soya Magic is the brainchild of of Israeli entrepreneur Mr Yair Webman, who saw huge marketing potential for developing soya products in the UK to capitalise on an increase in health conscious consumers.

Having previously set up and successfully sold a soya factory to a major food group in 2002, the entrepreneur set about using his knowledge of soya processing to conduct thorough research into the category and develop a unique process that removes the bitter soya aftertaste, commonly found in other soya based drinks.

Annabel Towell, Sales and Marketing Manager at Soya Magic, said: “The demand for soya milk drinks has been accelerating over the last year, but is underperforming in terms of penetration compared with other markets.

“Our research has shown consumers often sacrifice quality when it comes to this category and that awareness of health benefits are poor, despite much of the growth in this area being driven by its approved health claim to lower cholesterol. Therefore our communications with consumers will be very much focused around the overall health benefits and story of ‘the magic bean’.

“In addition to our extensive market research, we also carried out taste tests within this category and immediately recognised there was a real opportunity. We wanted to create a brand that not only offers great value and choice with its product range, but also one that comes out on top when it comes to taste. Because of this, we are confident in claiming Soya Magic is the only product in the UK which offers a money back guarantee on taste.

“Soya Magic is ready to hit supermarket shelves and people’s fridges and create an immediate impact. We’ve dedicated a lot of time and effort into creating a new, fresh look and friendly iconic brand image to evoke excitement and create an instantly recognisable product range.”

Transforming soya from a niche foodstuff into a mass-market product requires advanced technologies to process the beans, so the company has built a new £7 million state-of-the-art factory to support its listings and create a real platform in which to build the brand.

Its home in Grimsby will employ more than 50 staff and was chosen due its easily accessible land, sea and air transport links and its high standards for food factories. Furthermore, the whole of the UK is easily serviced from this location.

Backed by a seven figure marketing spend, Soya Magic will be looking towards a series of above and below the line activity over the next 12 months with its first major consumer campaign commencing in January 2009.

For more information, visit www.tastethemagic.co.uk or for enquiries, call 0800 567 7770