Québécois cider brand Michel Jodoin expanding the market

Legendary Québécois cider brand Michel Jodoin is expanding the market for its non-alcoholic apple musts with a new range of playful and cheering cans that will charm consumers in Canada.

A “must” is 100% pure fruit juice: the apple juice that’s produced early in the cider-making process. Rather than fermenting or ageing the juice for cider, it is filtered and carbonated to become a refreshing, naturally sweet, sparkling alcohol-free drink, served chilled. Previously only available in a 750ml glass bottle format, the four apple musts in Michel Jodoin’s range are now available in Ardagh’s light and convenient 250ml slim can – perfect for a single serve.

The company has made the most of the can’s 360° design possibilities by filling the can body space with its bold, charming designs which are bound to raise a smile, featuring a soon-to-be-iconic little cat getting up to various tricks. The clever and irreverent product names for each drink in the range are just as playful: ‘Fais Pas La Moue’ (‘don’t sulk’, and a play on ‘moût’, the French word for a must) is the classic apple must; ‘Litchi Litchi par-ci, Litchi Litchi par-là’ (‘lychees everywhere’ but also ‘a little lick here, a little lick there…’) adds a lychee twist to the apple base. The festive ‘Des Pommes Qui Font Pop’ (‘apples go pop’) uses rosé apples and highlights the fun, sparkling element; while ‘Nos Pommes Portent Fruit’ (‘our apples bear fruit’) plays on the double-fruit taste of apples with natural pear.

Established in 1988, Michel Jodoin is a household name in French-Canadian ciders, with a reputation for high-quality products. The company was looking to expand its packaging portfolio to extend its market reach, and in 2020 became Ardagh Europe’s first Canadian export customer after choosing the Ardagh can.

Francine Déry, Executive Director at Michel Jodoin, comments on the new partnership: ‘We have been delighted by Ardagh’s high quality technical support and their professionalism. We really appreciate the speed of response and speed of execution, and love the new cans, which mean we are now offering a smaller serve size and can attract a wider range of customers.’

Aluminium cans have logistical and transport advantages, being incredibly lightweight, unbreakable, stackable, space-efficient and made from 100% recyclable metal. Many of the qualities that make them ideal for export also make them attractive for consumers – especially those who are out-and-about, or shopping online for delivery at home, and looking for a single-serve, recyclable, quickly chilled pack that preserves the product taste and feels and looks good in the hand.

The cans are available now in supermarkets throughout Quebec, and at the Michel Jodoin online shop for delivery across Canada. The company plans to extend its canned range to include alcoholic ciders in the near future.