In the Ukrainian retail market in the spring of 2023, a new product emerged - a line of lemonades under the name 'Morshynska Lemonade' with three flavors: 'apple', 'orange-peach', and 'grapefruit'. The beverage is available in three packaging options: bottles of 1.5 and 0.5 liters, as well as in a 0.33-liter aluminum can, which is convenient to take on the go.
The 'Lemonade' is made from Morshynska mineral water and juice, without the addition of preservatives, artificial flavorings, or colorants. Achieving this level of naturalness was possible through modern aseptic equipment, for which the company invested 438 million UAH!
Why did IDS Ukraine decide to introduce a new product to the market during the war? What were the peculiarities of its launch? We discussed this with Svitlana Korniienko, the Head of the Marketing Department for the 'Morshynska' brand.
How did the idea to launch lemonade come about?
The 'Morshynska brand is a leader in the bottled water market with strategic plans to expand its presence by entering adjacent beverage categories. In the spring of 2022, the question arose about which category had the greatest potential for both businesses and consumers.
"We analyzed the sweet beverage category (one of the largest beverage categories in the Ukrainian market) and realized that, along with the dominant trend of healthy eating, there was still no offering of a modern, natural lemonade on the market. A concept was developed for a new standard of natural lemonade, specifically, a pleasantly refreshing taste based on mineral water, with a high juice content, and without preservatives, artificial colorants, or flavorings," says Svitlana Korniienko, the Head of Marketing Department for the 'Morshynska' brand.
How did the war affect the development process of the 'Morshynska Lemonade' innovation?
To bring the concept of the new product to life, the company typically undergoes several stages of research and tastings for new beverages. They test new products internally within the team, as well as conduct large-scale research involving external target audiences.
This time, due to the war, the company decided to deviate from the usual scenario. For safety reasons, external testing was canceled since these usually involve bringing together 100-200 people: in conditions of rocket threats, this is very risky. Accordingly, they limited the research to internal professional tasters.
The development of the flavor line was based on data from raw material suppliers and trends regarding the preferences of the target audience. The main task was to include in the lemonade portfolio flavors that would be appealing to both a wide audience and consumers with gourmet tastes.
For traditional enthusiasts, the company released the 'Morshynska Lemonade' with an apple flavor. For those who prefer the unusual and unique, they offered a combination of orange and peach. And for connoisseurs, a beverage with grapefruit juice was introduced.
Where did the naming and product positioning come from?
For the name, the team chose the traditional but forgotten word 'Lemonade'. This was the name for a citrus beverage consisting of juice and water at the beginning of the 20th century. During Soviet times, the word was Russified, and 'lemonade' gradually fell out of everyday use.
"We decided to bring back this lost word to Ukrainians. And we believe that as a leading company, we have the opportunity to embody this noble purpose," explains Svitlana Korniienko, the Head of Marketing Department for the 'Morshynska' brand.
Communication was developed to convey the concept of the natural lemonade with the slogan 'A Combo of Nature and Origin'. This reflects the composition of the beverage - a combination of natural 'Morshynska' mineral water and natural fruit juices.
The company's communication goal is to build awareness of the product among a broad range of consumers, explaining that a modern lemonade can be natural, tasty, and free from preservatives in its composition, offering consumers a healthier alternative. To convey this message, IDS Ukraine will use both online and offline tools.
The company has ambitious goals. By the end of 2023, IDS Ukraine plans to capture a 14% share of the category. In the medium-term perspective, the company plans to become a leader in the category, just as 'Morshynska' is in its segment.
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