Tikkadt Szöcske, az új magyar kóla

középfok

Ki próbálta már a legújabb magyar kólát, a Tikkadt Szöcskét? 

It appeared on the shelves only a few months ago, and already the new Hungarian cola, Tikkadt Szöcske is being sold in more than 100 places all over the country, index.hu writes. The name of the brand means ‘thirsty grasshopper’, it is a reference to a line in the famous Hungarian narrative poem Toldi by János Arany.

Breakthroughin this industry doesn’t come easy for small companies. Bottled drinks are typically mass-produced since they don’t make much profit, hence the lack of new, smaller brands on the market. Most of the drinks on Hungarian shelves are somewhere on the Pepsi-Coca-Cola axis, with some flavoured mineral water brands and pricier, imported teas thrown in the mix.

When it comes tocola, there are no Hungarian brands that have achieved anything more than moderate success, particularly in the shadow of the two giants of the cola world.

Edit Bódi-Neumann and her husband, Martin Neumann, the founders of Italműhely, and the couple behind Tikkadt Szöcske, saw the need for variety on a field otherwise dominated by Coca-Cola and Pepsi, and despite the difficulties, created a successful Hungarian cola.

Martin Neumann is a chemist and food technologist, and he developed the drink in his own home laboratory. Cola is a complicated drink in terms of ingredients as well as preparation. The development of the Szöcske flavour took years.

The recipe, just like that of the big brands, is a secret, but there is one among the hundreds of ingredients that the couple is especially proud of. They use real kola nut extract imported from Africa, which is rather expensive. That is why most brands only use a flavouring.

Interestingly, much like beer, it takes a few weeks for Szöcske to achieve its finalised flavour after being bottled. Demands for Szöcske were on the rise from the beginning. After a few months, the drink is being sold in more than 100 places all over the country, and it also appeared in the Hungarian pavilion at the Cannes Film Festival.

They are approaching more orders than what they can complete, but the company, which employs 5 people at the moment, does not want to comprise and place quantity over quality. The founders are not thinking about international distribution just yet. Instead, they want to expand on the Hungarian market and bring out new products, such as the O calorie version, sweetened with stevia, which appeared on the shelves a few days ago, as well as Szöcske in 0.33 litre glass bottles, which would help to popularize the product in restaurants and bars. 

source: Daily News Hungary

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Vocabulary

to appear

megjelenni

shelf/shelves

polc/polcok

grasshopper

szöcske

a reference to something

hivatkozás valamire

breakthrough

áttörés

bottled drink

palackozott ital

mass-produced

tömegtermeléssel előállított

when it comes to

amikor a …-ról van szó

to achieve

elérni valamit

particularly

különösen, különös tekintettel

in the shadow of

valaminek az árnyékában

otherwise

máskülönben

to be dominated by

valami/valaki által uralva lenni

despite something

valami ellenére

to develop

fejleszteni, fejlődni

in terms of

valamivel kapcsolatban, valamiben kifejezve

as well as

éppúgy, mint

extract

kivonat

flavouring

ízesítés, ízesítő

interestingly

érdekes módon

demand

igény

to approach

megközelíteni

to complete

teljesíteni

distribution

terjesztés

instead

ehelyett

to popularize

népszerűsíteni

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