Mir Vaisselle is today not only the second best-selling national brand of dishwashing liquid in France, present in seven million French households, but it has also just been elected the favorite brand of the French in its category.
“It’s a source of pride and real strength to have been voted the French people’s favorite brand. Mir Tableware, it’s the story of a brand, born in France, who wants to make washing dishes a moment of pleasure. This award shows us that consumers share this vision of conviviality and sharing”, declares Camille Muller, product manager Mir Vaisselle. Mir Vaisselle placed in first place on the podium by obtaining the greatest number of “likes” after a study carried out from May 31 to June 1, 2023, on the OpinionWay panel, from a representative sample of 1,008 people from the French population aged 18 and over.
2024 : a new chapter
On the occasion of its 30th anniversary, Mir Vaisselle gets a makeover with a new simplified portfolio, which now consists of two ranges aligned with consumer expectations. A range offering expert degreasing, even cold, to meet the number 1 expectation of consumers in the handmade tableware market : efficiency. A scented range, which combines perfume and the invitation to travel with degreasing action. Mir Vaisselle is also taking advantage of this relaunch to modernize its logo and add the distinction “favorite brand of the French”, as well as its date of creation “since 1994”. Finally, to celebrate its anniversary while echoing its pioneering spirit, Mir Vaisselle will launch a significant innovation in the dishwashing liquid market in July 2024, combining sustainable development and accessibility. Mir Vaisselle is a brand of the Henkel group.
Mir Tableware : 30 years of history
Since its creation in 1994, Mir Vaisselle has managed to carve out a place for itself in French households. In order to stay as close as possible to consumer expectations, the brand was able to renew itself as the years went by and consumers evolved. In 1998, Mir Vaisselle launched its first white vinegar range, an ingredient renowned for its effectiveness and which makes, still today, his success. In order to meet his ambition to make washing dishes no longer a chore, but a moment of sharing with family or friends, Mir launched Dégraiss’boy in 2006, a fun dishwashing liquid in the shape of a little green man, iconic today. Since 2015, Mir Vaisselle strives to continually improve its products, firstly with the launch of Secrets de Nature, its first eco-labelled range, then the switch to more responsible bottles and formulas.
