Kinnie celebrates its 60th anniversary this year.
Following its introduction in the UK in 2010, Kinnie enjoyed a breakthrough listing with Amazon UK last year, resulting in encouraging sales
Since its launch in 1952, the bittersweet soft drink set out to be different from other beverages available and over the years it has evolved to become one of Malta’s much-loved brands.
Head of marketing and communications at Simonds Farsons Cisk plc Susan Weenink said: “The story of Kinnie is as unique as is its distinctive taste and flavour.”
Kinnie was the brainchild of former chairman and managing director of Farsons, the late Anthony Miceli Farrugia, or is-Sur Ninì as he was known.
It was developed as a response to the entry of a number of international brands that were being introduced into post-war Malta.
Mr Miceli Farrugia had said: “When we launched Kinnie in 1952, we had no intention of coming into the market with a soft drink which tasted like any of the renowned international beverages.
Our new drink had to possess a distinctive character, so as to identify it from the competition.”
Being different and original was a key condition to Kinnie’s development and in spite of the many imitations Kinnie has inspired over the years, it has continued to retain its appeal, even successfully competing against the world’s largest global soft drink brands.
Ever since Kinnie was launched, its original recipe, which remains a closely guarded secret, has remained unchanged.
Natural essences extracted from oranges and a blend of aromatic and exotic herbs contribute to the brand’s original flavour and golden amber colour.
Renowned for its focus on innovation, Farsons has over the years extended the Kinnie brand which today also includes Diet Kinnie, a low-calorie version launched in 1984, and Kinnie Zest, a sugar-free, extra orange flavour variant that appeals to a younger generation, launched in 2007.
Following its successful introduction in the UK in 2010, Kinnie enjoyed a breakthrough listing with Amazon UK last year, resulting in encouraging sales and pleasing the many Kinnie consumers living in the UK, who are now able to order online and have their favourite soft drink delivered to their doorstep.
Last year, a rebranding exercise was rolled out, the result of many months of research, which was conducted both locally and overseas.
This upgrade focused mainly on packaging, with the orange symbol remaining at the core of the new design, but modernised with a fuller three-dimensional effect.
Brand executive Yanika Mattei said: “To mark this anniversary, a celebration campaign will be launched, including several promotions and events planned with the intention to keep on sharing, enjoying and celebrating together with loyal Kinnie consumers.”
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