ShelfLife Magazine - July 2021

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

July 2021

Tackling staff shortages How can retailers combat staff shortages in an increasingly competitive market?

+

A time of transition Adrian MacSweeney, trade marketing manager for BAT Ireland discusses his ever-changing industry, including the transition of vaping brand Vype to Vuse

Feeding frenzy Dan White delves into the private equity groups seeking to capture UK supermarkets’ rich cash flows

CONVENIENCE RETAILING • OFF-TRADE • SUPERMARKETS • NEWSAGENCY • FORECOURT

OUR LOOK TODAY

NEW LOOK COMING SOON

FOR OVER 100 YEARS AND COUNTING Made The Irish way Since 1912

OPINION 3

ShelfLife July 2021 Vol. 28 No. 7 Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE MCENERY FIONNUALA CAROLAN BARRY WHELAN COLIN GORDON Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie Printing W & G Baird Ltd ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control.

For those outside these terms, annual subscription is €98.00 including postage & packing.

Retailers’ needs must be heard as indoor dining presses ahead As ShelfLife headed to print, there was but one topic dominating discussion; the government’s plans to bring in legislation that would enable more than two million people to dine indoors, provided they have been vaccinated or had a recent Covid infection. Naturally, the move has sparked a number of responses; ranging right across the spectrum from delight to disgust.

How the new measure will be policed will be foremost in the minds of hospitality and foodservice operators. And as the CSNA points out on page 10, this will be a particularly pertinent concern for those who have already felt the brunt of so-called anti-maskers’ ire, as so many of our readers have unfortunately experienced.

The government has said it wants the legislation in place by Friday, 23 July, or the following Monday, 26 July, at the latest, using the European Union digital Covid certificate as the main form of proof.

While gardaí are unlikely to be patrolling restaurants in a quest to check vaccination status. it is envisaged that the Health and Safety Authority and the Health Service Executive will be able to carry out compliance checks, which are permitted under the act. Those who forge certificates will be eligible for fines of up to €2,500, with heavier penalties for establishments found to be flouting rules.

Due to the threat posed by highly infectious variants such as Delta and Lambda, it is of course essential to avoid a potential fourth wave at all costs and retailers will continue with the stringent hygiene and safety measures they have adopted since the start of this pandemic. However, as always ShelfLife will join with voices such as the CSNA in highlighting the specific needs of our sector, where throughput and dwell time vary enormously from the consumer patterns of pubs and restaurants.

Gillian Hamill, editor, ShelfLife magazine

Contents July 10

24

12

54

COVER STORY 24

Life in the tobacco and vapour trade: Adrian MacSweeney, trade marketing manager for BAT Ireland, speaks about working in an ever-changing industry

NEWS&ANALYSIS

Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18.

A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

4 6 10 11

News grid Seen and heard CSNA news Dan White looks into the corporate feeding frenzy for supermarket chains in the UK, and asks whether a similar fate could occur here?

18 Mace store profile Following a stunning renovation, Mace Cullens in Co. Sligo is delighting the local community with the range and value available

22 Tackling staff shortages: Julia O’Reilly asks how retailers can combat staff

shortages in an increasingly competitive market

28 Centra store profile: Donal Hickson, owner of Centra Kilmeaden, speaks to Fionnuala Carolan about his store’s revamp

34 NOffLA news

ADVISOR 14 Marketing: Marketers must re-examine how truly dynamic their channel strategy is, writes Colin Gordon

30 HR: Caroline McEnery outlines why it’s vital that all aspects of the probationary

period are clearly outlined and adhered to within the employment contract

32 Recruitment: Cultivating emotional intelligence in today’s workplace can seem overwhelming, but the rewards are well worth the effort, writes Barry Whelan

MARKETING& CATEGORY FOCUS 36 Back to School 46 Vegan 56 Personal care 62 Market movers

4

NEWS

NEWSGRID The top news stories in FMCG

and retail from across Ireland

SuperValu the country’s favourite supermarket

€13m investment by CocaCola HBC reduces plastic use

SuperValu remained the largest grocer during the past 12 weeks to 13 June with a 22.3% share of the grocery market, according to Kantar. Tesco maintained its second position with a market share of 21.4%. Dunnes, which accounted for 21.2% of grocery sales this period, welcomed new shoppers during the latest 12 weeks and both Aldi and Lidl benefited from the slight shift away from online shopping. Lidl held 12.9% of the market and Aldi had 12.3% share during the 12 weeks.

Coca-Cola HBC has reached a key milestone in its journey to a ‘World Without Waste’ through reducing plastic use by almost 5,000 tonnes a year since 2019. This move has been facilitated through the completion of a €13m investment in the Coca-Cola HBC plant at Knockmore Hill, Lisburn, Co. Antrim.

Coca-Cola also revealed that it has moved all multi-pack cans within the range to more sustainable cardboard packaging.

Tesco ends trial of cameras on self-service checkouts

Grocery sales Shoppers spent €94.4 declined by 5.7% million less on alcohol year-on-year during during the latest 12 weeks the 12 weeks to 13 June 2021, according to Kantar. Sales were down 7% in the most recent four weeks as warmer weather and outdoor hospitality returned and the market continued to annualise against the extraordinary supermarket spending of the first lockdown. Emer Healy, retail analyst at Kantar said: “Sales of home cooking ingredients like oils, herbs and spices, and ready-made sauces declined by 14.9% in the latest 12 weeks and shoppers spent €94.4 million less on alcohol in the supermarkets as they returned to pub gardens.”

Tesco recently ended its trial of front-facing cameras on self-service checkouts; a practice which had attracted some controversy. The cameras filmed customers while using the checkout and displayed footage on the screen. Digital Rights Ireland said Tesco had not explained what the recordings were being used for. A Tesco spokesperson said the purpose of the trial was to provide an additional security measure for customers.

Deliveroo pilots expansion into campsites this summer Food delivery company Deliveroo is expanding its services into campsites in Ireland this summer for holiday staycations.

The service will initially be available at Camac Valley Tourist Caravan and Camping Park in Clondalkin in Dublin as well as O’Halloran’s Caravan Park, Salthill, and Salthill Caravan Park, both in Galway. Campers in both locations can also order Aldi groceries straight to their tent or caravan on Deliveroo.

The company currently delivers food in Dublin, Cork, Limerick and Galway.

Grocery sales decline as hospitality reopens

ASAI reveals new rules on advertising The Advertising Standards Authority for Ireland (ASAI) has unveiled new rules relating to the advertising of high fat, salt and sugar (HFSS) products which will be incorporated into the Food and Non-Alcoholic Beverages Section of the ASAI Code. The new rules will restrict marketing communications for HFSS foods and beverages from being directed or targeted at children under the age of 15 through the selection of media or the context in which they appear. To view the code in full, visit www.asai.ie.

Love Irish Food and Tesco join forces Love Irish Food (LIF) has announced a new partnership with Tesco Ireland to grow awareness of LIF member products in Tesco’s 151 stores nationwide. Tesco Ireland is the first retailer to sign up to the new retail membership platform. It will involve in-store activations to help shoppers identify LIF member brand products, helping to bridge the knowledge gap for those who wish to support local and Irish. The partnership will include supplier development opportunities.

DB Schenker invests in new 14-acre Kildare logistics site DB Schenker, one of the world’s leading global logistics providers, has completed the purchase of 14.2 acres of land at Liffey Business Campus, formerly known as Hewlett Packard Campus, in Co. Kildare. Plans for the site will include a 200,000 sq. ft. state-ofthe-art high-bay warehouse and 19,000 sq. ft. of Grade A offices. DB Schenker currently has six locations in Ireland – two in Shannon, one in Cork at Harbour Point, and three in Dublin – Swords, Furry Park and Ballycoolin.

Workers still awaiting clarity over post-Covid work practices A new survey carried out by IrishJobs.ie reveals that almost two fifths of employees have yet to receive clarity from their employer in relation to post-Covid working practices. According to the survey, which was carried out among 3,077 employees, 38% of employees have received no update in relation to long-term working practices.

Amongst those still awaiting clarity, 37% suggested that this was because their employers were still awaiting further guidance from Public Health Authorities and a further 25% attributed this information vacuum to poor internal communications. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelflife.ie.

ShelfLife July 2021 | www.shelflife.ie

6

SEEN AND HEARD

Exciting new collaboration Gala Retail launches Gala launches between Nutriquick Getaways and Cali Cali Foods A new Mexican Chipotle Chicken meal has hit the shelves as a consumerled innovation inspired by the online followers of NutriQuick and Cali Cali Foods. Customers can enjoy Manor Farm Irish chicken thigh served with pilau rice and chunky grilled ratatouille vegetables topped with the Cali Cali Baja Chipotle Salsa.

This is a first-of-its-kind collaboration of two healthconscious brands in Ireland.

“Our two teams have done an outstanding job in just two months developing the Mexican Chipotle Chicken,” said Dean Siney, managing director of NutriQuick. “The meal is full of flavour; it is perfect for work lunches, food on the go and stacking in the fridge for quick yet out of this world delicious dinners.”

Earlier in 2021, both brands started to notice a trend online through user-generated content - consumers were pairing Cali Cali’s range of street food inspired sauces with NutriQuick’s health-conscious meals.

“The collaboration between NutriQuick and Cali Cali has been long overdue, and we are delighted to have listened to our consumers on this,” said Tom Gannon, co-founder of Cali Cali Foods.

Throughout July, BWG will start rolling out the Mexican Chipotle Chicken in its suite of stores - Spar, Eurospar, Mace, Londis and XL. For more information, contact blessing@nutriquick.ie or visit www.nutriquick.ie and www.calicalifoods.com.

Celebrity chef Kevin Dundon turns sommelier SuperValu is delighted to announce that from 28 June, celebrity chef Kevin Dundon’s own premium Signature Chef quality wines will be stocked exclusively in SuperValu stores.

Renowned chef, author and TV personality, Dundon has moved out of the kitchen and stepped into the vineyard, to scrupulously select the finest quality, sustainably farmed grapes, resulting in the production of two superb wines – an IGP Pays d’Oc Sauvignon Blanc and a Corbières with a blend of Syrah, Grenache and Carignan red.

Created in partnership with Dalcassian Wines & Spirits, SuperValu approached Dundon to discuss the launch of its Signature Chef wine collection in Ireland. He would bring his knowledge of food and the Irish palate to create wines from the South of France vineyards that would produce the perfect blends. According to Dundon: “These are top quality wines that compliment some of my favourite dishes.”

Each bottle will have a neck tag featuring a recipe to match with it. Simply scan the QR code to view a video of Dundon in action, cooking these recipes at the winery where the bottles were developed.

Renowned chef, author and TV personality, Kevin Dundon

ShelfLife July 2021 | www.shelflife.ie

Gala Retail is offering €40,000 of staycation gift vouchers to lucky customers with its Gala Getaways promotion, which is live in stores now. Gala has teamed up with IrelandHotels.com for the in-store promotion, which invites Gala customers who spend over €10 in participating stores to enter a draw in-store to win a €250 ‘Go Anywhere’ gift card to put towards a staycation at one of the hundreds of Irish hotels and guesthouses partnered with IrelandHotels.com. A winner will be picked from every participating Gala store.

Speaking about the Gala Getaways promotion, CEO of Gala Retail, Gary Desmond said: “The Gala Getaways promotion is about giving Gala retailers the chance to reward their loyal customers for their support in recent times, awarding €40,000 of ‘Go Anywhere’ gift cards to Gala shoppers to spend on a staycation.”

The Gala Getaways promotion will run in participating Gala Retail stores until 1 August 2021. Further information about the promotion can be found on the Gala Retail social media accounts and at www.gala.ie/competitions.

CEO of Gala Retail, Gary Desmond with model Sarah Morrissey and Kevin Mulvany, of IrelandHotels. com

Pettitt’s opens €4m SuperValu Bray store Pettitt’s SuperValu opened the doors to a brand-new SuperValu store in Bray on 10 June.

The Bray store is the seventh SuperValu store for the longstanding Wexford family business; a state-of-the-art supermarket which has seen an investment of €4m.

Already playing its part in Bray’s local economy with up to 80 staff employed in the new SuperValu store, the Pettitt family and SuperValu have many plans to establish themselves in support of the community.

The family recently announced a partnership with Wicklow GAA, whereby Pettitt’s will sponsor the Wicklow Minor Hurling and Football championship for 2021, highlighting their support for grassroots development.

The team at Pettitt’s SuperValu Bray are running a number of competition giveaways around the opening, including SuperValu vouchers, tickets to the nearby Powerscourt Distillery, and two annual Gold Finch passes to Kilruddery House & Gardens.

For the opening day, over 1,000 coffee vouchers were distributed for Irish coffee brand Frank and Honest, redeemable at the new barista counter in-store.

The Pettitt’s Group has confirmed it will also provide click and collect dedicated car parking spaces for city commuters, in addition to SuperScan technology which allows customers to track their spend and pack as they go, a service that remains in place even as the pandemic restrictions begin to ease over the coming months.

Reaching 3.6M Irish Adults Every Month

For the Ups & Downs of Pregnancy & Parenting

Ireland

SpaceTo

NEWSPAPER

Engaging Audiences Through Great Content

8

SEEN AND HEARD

SuperValu partners with Kepak to launch lamb producer guidelines

SuperValu has become the first Irish retailer to introduce guidance to support farmers in producing best-inclass lamb to deliver consistently on quality and sustain lamb production to the highest animal welfare and environmental standards.

The Lamb Producer Guidelines were developed by SuperValu in association with Kepak, which supplies SuperValu stores across the country with the highest quality meat from independent Irish farmers.

The publication of the guidelines underscores the commitment of both SuperValu and Kepak to sourcing the highest quality produce from Irish farms that adhere to strict animal welfare guidelines and that are dedicated to enhancing sustainability practices.

These factors contribute to high animal and food safety, as well as sustaining

and enhancing the quality of Irish lamb for consumers, while protecting the natural environment and biodiversity for years to come.

According to Ray Bowe, head of food safety & quality for Musgrave: “Our independently owned stores are committed to providing the highest quality, locally sourced produce to our customers.”

Simon Walker, CEO of Kepak added: “Animal welfare and environmental sustainability are a major focus of the guidelines, highlighting how we need to consistently meet consumers’ evolving needs and expectations. The guide underlines our dedicated and continued efforts to supply local, high quality lamb to Irish consumers.”

SuperValu’s Lamb Producer Guidelines follow the publication of its Beef Producer Guidelines in 2018.

Animal welfare and environmental sustainability are a major focus of the new guidelines

Landmark year for Dale Farm ice cream in Ireland Following a stellar year of sales growth for Dale Farm ice cream in 2020 and a major rebrand earlier this year, Dale Farm has been hitting the airwaves in a campaign bringing the famous Dale Farm on-pack characters to life through animated films.

This is driving awareness for the brand’s unique selling points in the Irish market - that it is a farmers’ cooperative – locally owned by the same farmers who milk the cows, with close links to the Irish rural economy.

Sales of Dale Farm ice cream have soared in Ireland over the past year, while its impulse ice cream sales outperformed the marketdriven growth. Data from NielsenlQ revealed that, up to the end of January 2021, the overall take home ice cream market grew by 36%. Within that same period, Dale Farm ice cream sales grew by 96%.

The meteoric rise of Dale Farm has seen it become the fourth biggest ice cream brand in the Irish market and the market leader in Northern Ireland. Dale Farm has committed to sustaining this growth in 2021 and beyond.

Read more about Dale Farm’s mission to ‘share goodness everyday’ at: www.dalefarmbrand.com, Instagram: @dale_farm and Facebook: @Officialdalefarm.

look, new great e sam ste ta

join our community: dalefarmbrand.com

Dale Farm is proudly taking its place as a world-class, farmerowned business full of local charm and personality, in a market dominated by global brands

ShelfLife July 2021 | www.shelflife.ie

Sealed Air makes thermoformable packaging webs recycle-ready Sealed Air has evolved its range of thermoformable food packaging webs and made them recycleready as it continues to strive towards creating 100% recyclable or reusable packaging solutions.

The company’s Cryovac brand TM-Ply top and bottom webs are made from flexible polyethylene films that are compatible with mechanical recycling streams. This follows rigorous testing in accordance with protocols set out by the Association of Plastics Recyclers (APR) and Plastics Recyclers Europe (PRE), which has seen the multilayer co-extruded rollstock classified as RIC4.

Lisa Roddis, business development leader at Sealed Air, commented: “The advances in the recycle-ready status of TM-Ply have been achieved whilst maintaining the leading performance that the barrier and non-barrier webs are best known for. They continue to offer superior toughness and high abuse resistance, as well as excellent formability and sealing. Combining these properties with recyclability creates a total packaging solution that helps reduce food waste and improve sustainability.”

TM-Ply webs are suitable for a range of vacuum or MAP packaging applications including refrigeration, freezing, pasteurisation, and cooking. Films are available from 65 to 400 microns in thickness and are widely used to protect smoked, fresh and frozen meats, poultry, fish, cheese and ready meals.

The development of recycle-ready RIC4 thermoformable webs follows Sealed Air’s recent launch of the world’s first RIC4 coded standard and premium shrink bags.

30th September Royal Marine Hotel, Dun Laoghaire, Co. Dublin

Not all heroes wear capes MAIN SPONSOR

IN ASSOCIATION WITH

CATEGORY SPONSORS

FOR MORE INFORMATION:

www.groceryawards.ie Ian Mulvaney ianmulvaney@mediateam.ie | Mark Morgan markmorgan@mediateam.ie

10

CSNA NEWS

CSNA NEWS CSNA elects new national president

JOHN PAUL LONERGAN, national president, CSNA

JTI agrees to CSNA request to hasten supplementary MPI

The AGM of the association, held remotely in June, saw the elections of Fairview retailer John Paul Lonergan and Clontarf’s (but really Mayo!)

Gus O’Hara to the positions of national president and vice president respectively.

The elections also marked the ending of tenure for three former presidents, standing down from the National Executive in accordance with Association Rules.

The outgoing national president Peter Gaughan paid tribute to Carmel Felle, Ann Martyn and Marcella O’Neill for their very real and muchappreciated service to their fellow members.

Peter also expressed his appreciation to those successful in replacing them for putting their names forward. ●

●

Gus O’Hara, national vice president, Spar, Clontarf, Dublin

●

Peter Gaughan, Immediate past president, Spar, Mayo

●

Joe Mannion, National Executive, Daybreak, Dublin

●

Joe Tierney, National Executive, Tierney’s Newsagents, Meath

●

Derek Moran, National Executive, Eurospar, Louth

●

Emma George, National Executive, Centra, Dublin

●

Sarah Orme, National Executive, Daybreak, Westmeath

The National Executive is:

●

John Paul Lonergan, national president, Spar, Fairview, Dublin

Brian Kelly, National Executive, Spar, Rathcoole, Dublin

●

Vincent Jennings, CEO

Indoor dining: CSNA seeks to have convenience sector heard, minister agrees to meet affected businesses

The CSNA continually engages with tobacco companies to represent retailers’ interests

The CSNA is pleased to note that JTI has agreed to bring forward the proposed date of a supplementary manufacturer price increase (MPI) from August to the first week in July.

The association has been provided with details of increases in the RRP for six of the 10 variants that had not been subjected to the annual MPI, a move that was seen by our members as detrimental to their business.

One of the products will hold the RRSP but with a reduced wholesale price, aligning the percentage margin to the others in the range, a move suggested by the association.

We will continue to put pressure on all tobacco companies to treat us, their customers, with the respect we deserve.

The deferral of opening indoor dining will directly affect over 400 CSNA members in the convenience and service station segment.

The association has no wish to become embroiled in arguments on whether the delay is or is not warranted.

Our concern relates to ensuring that our interests are heard, as the representatives of hospitality (restaurants, vintners and hotels) have different business models and are perhaps viewed as problematic due to the consumption of alcohol served on their premises.

Our concerns are based on the fact that throughput and dwell-time in our seated areas are significantly different to the average time spent in hospitality outlets. We do not want to have potentially problematic administrative requirements such as demanding vaccination certificates from our customers, particularly in light of our experience of policing face coverings.

We will obviously accede to all public health directions but need to ensure that the difference between indoor seating in outlets that do not serve alcohol and those that do are fully appreciated and properly accommodated.

The CSNA is highlighting the fact that throughput and dwell time are significantly different to other establishments in our industry

‘Show Me ID’: Be vigilant As most underage customers are now on their summer holidays, we would like members to remind their staff to remain vigilant in regard to minors looking to buy any tobacco products. Please ensure that all your staff have completed the Show Me ID online training.

Ensure all staff have completed the Show Me ID online training

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife July 2021 | www.shelflife.ie

CSNA continuing to represent retailers and ensure fair Deposit Return Scheme

CSNA seeks clarity on statutory sick pay scheme The association has sought a meeting with officials from the Department of Enterprise to get clarity on a number of aspects that are contained within the Regulatory Impact Assessment released at the same time as the outline of the new statutory sick pay scheme was announced.

We note that ICTU are upset that a doctor’s cert will be required for all sick leave that is to be paid by an employer, and that the scheme is limited to those employees that have been in the job for a minimum of six months.

The association will continue to press for a scheme that is fair to both parties, employees and their employers, and will obviously keep members fully informed.

Members of the association will be aware that one of the key demands of the Green Party on entering the arrangement to participate in a government was that a Deposit Return Scheme (DRS) was initiated for plastic beverage bottles and cans.

The CSNA is part of the high-level group of retailers, bottlers and Department of Climate Change officials that has been discussing and agreeing how the scheme, scheduled to commence in Q3 2022, will operate.

The association is adamant and has received the backing of the representatives for the multiples and discounters, that there must be a meaningful (50%) representation of retailers on the board of the new Compliance Scheme Operator.

We are also firmly of the opinion that each outlet willing to have a Reverse Vending Machine (RVM) at their store should be able to acquire one, and that the Department will instruct Local Authorities to permit the placement of the machines without the need for costly and timeconsuming planning applications.

A Deposit Return Scheme is We will continue to keep you scheduled to commence in informed. ■ Q3 2022

The association will continue to press for a statutory sick pay scheme that is fair to both employees and employers

CSNA CONTACT DETAILS

If you have any queries regarding CSNA services or membership please contact the office in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

Asset strippers stalk UK supermarkets Dan White looks into the corporate feeding frenzy currently underway in the UK as private equity groups seek to capture the supermarkets’ rich cash flows. Could a similar fate occur here?

T

he three-way battle for the Morrisons, the UK’s fourth-largest supermarket group, has unleashed a corporate feeding frenzy as private equity groups (AKA asset strippers) greedily eye the food retailers’ strong cash flows and rich property portfolios.

On 19 June, US private equity fund Clayton Dubilier & Rice (CD&R) announced that it was considering a possible cash offer for Morrisons. Under Stock Exchange regulations, CD&R will have to make a firm bid by 17 July or else walk away.

Undervalued This was immediately followed by a statement from Morrisons confirming that it had received “an unsolicited highly conditional non-binding proposal from CD&R in relation to a proposed cash offer of 230p per Morrison share”. The proposed bid valued Morrisons at £5.5bn.

After consulting with its adviser, investment bank Rothschild, the Morrisons’ board “unanimously concluded that the conditional proposal significantly undervalued Morrisons and its future prospects” and so rejected the

CD&R approach.

Then on 3 July, the Morrisons board announced that it had agreed to accept a 254p a share bid from another private equity outfit, Fortress Investment Group, which valued Morrisons at £6.3bn. This was followed on 5 July by another US private equity group, Apollo, saying that it too was considering a bid for Morrisons.

Impact on Sainsbury’s Following the news of the proposed bid for >> www.shelflife.ie | ShelfLife July 2021

12

OPINION

>> Morrisons, shares in Sainsbury’s, the UK’s second largest supermarket group, jumped as investors bet that it too might fall prey to the corporate raiders.

The latest events had their origin in the failed 2018 merger between Sainsbury’s and Asda. This was blocked by the UK’s Competition and Markets Authority the following year. Having seen the merger with Sainsbury’s blocked, Asda’s parent company Walmart then turned around and sold a majority stake in Asda to a consortium of the Issa brothers and private equity outfit TDR Capital last year in a deal that valued Asda at £6.8bn.

And now CD&R, Fortress and Apollo (which was the under-bidder for Asda) have come calling on Morrisons. In situations like these money doesn’t talk, it roars.

Before the bid approaches, Morrisons shares had been trading at about 180p, a price that valued the whole of the company at about £4.3bn.

Takeover expectations At the time of writing this article, the share price was standing at about 267p, which values Morrisons at almost £6.5bn. The fact that the share price is trading at a premium to any of the proposed bids strongly suggests that investors expect a Morrisons takeover, either by way of a higher offer from one of the existing bidders or from a new bidder.

News of the proposed bids for Morrisons triggered a wave of opposition from the usual suspects with the UK Labour Party’s business spokesperson Seema Malhotra calling on the British government to intervene.

She warned of private equity firms “loading businesses with debt, stripping them for parts and leaving with the rewards”.

“The government cannot just stand by and let that happen to Britain’s supermarkets, which are at the heart of our communities

Clayton Dubilier & Rice (CD&R) will have to make a firm bid for Morrisons by 17 July or else walk away, writes Dan White

and provide an essential national service as we have seen during the pandemic,” she said.

Call me cynical but I suspect that is exactly what is going to happen. With the founding Morrison family having long since sold most of their shareholding, the chances of the Johnson government intervening to block a Morrisons takeover are pretty close to zero.

With CD&R having no existing UK retail operations, any takeover will almost certainly be waved through if the Asda experience is any guide.

Ultra-low interest rates So why are the British supermarkets suddenly so attractive to private equity buyers? Blame ultra-low interest rates. With banks now charging large depositors negative interest rates, cash-generative businesses with large portfolios of freehold properties have become even more attractive to the private equity crowd.

The ink was barely dry on the Asda deal before the asset-stripping began in earnest.

TDR issued a £2.75bn junk bond – the

biggest junk bond in UK financial history – and sold its fuel stations for £750m.

Irish potential Could it happen in this country? Unlike the UK, most of the main supermarket groups are either family-owned or, in the case of Tesco and Spar’s Irish franchise holder BWG, subsidiaries of foreign-owned retailers. In recent months, BWG’s parent company, the Spar Group (TSG) has spent approximately £100m buying the 20% of BWG it didn’t already own.

When one considers that it paid just £55m for its initial 80% stake in BWG in 2014, this leaves TSG sitting on large unrealised paper profits.

Based on the price paid for Asda and the proposed price for Morrisons, the founding families at both Musgrave and Dunnes Stores are sitting on shareholdings potentially worth billions of euro. While neither family has shown any interest in selling, will one or both of them be made an offer they can’t refuse?

Out the Gap! News that Gap is to close its 81 stores in the UK and Ireland, including five stores in this country, is merely the latest episode in offline, non-food retailing’s tale of woe.

The first indications that the US casual clothing retailer was getting ready to head for the hills came last October with reports that the company was contemplating closing all of its 129 company-owned stores in Europe, including those in the UK and Ireland. At that time, the company held out the prospect that at least some of the stores would be transferred to franchisees.

Then early last month Gap said that it would close “only” 19 of its UK and Irish stores when their leases expired.

Offline challenges That was then and this is now. On 30 June, Gap announced that while its French and Italian shops would be offloaded to third-party franchisees, all of its UK and Ireland stores would close by the end of the year with the loss of over 1,000 jobs. Just to add insult to injury, Gap clobber will still continue to be available to customers online.

Gap’s retreat to online shows just how difficult conditions have become for traditional bricks and mortar retailers of items such as clothing and footwear, not to mention their landlords. With Amazon’s 650,000 square feet Irish fulfilment centre at Baldonnell due to come on stream shortly, how many more will follow? ■ ShelfLife July 2021 | www.shelflife.ie

Gap has announced all its UK and Ireland stores will close by the end of the year with the loss of over 1,000 jobs

OPINION

Senator Barry Ward

Time for a ban on Lottery betting

Senator Barry Ward explains the rationale behind his proposed legislation to outlaw bookies taking bets on National Lottery draws

L

ike many people, I enjoy playing the National Lottery from time to time. I’ll pop into a local shop and pick up a ticket for the Lotto or the EuroMillions, especially if the jackpot has rolled over for a few weeks.

The National Lottery is a form of gambling. All gambling has risks associated with it, but the National Lottery can be distinguished from other gambling for a range of reasons.

Differences

“When bookies use National Lottery infrastructure to make money, they undermine the amount of money available for good causes,” writes Senator Barry Ward

13

Firstly, the National Lottery is a State-owned lottery, established specifically for the purposes of raising money for good causes.

Secondly, the National Lottery has been very successful in supporting those good causes.

The amount raised for good causes since 1986 when the National Lottery was first established is over €6 billion – a staggering amount of money which has been allocated to support many voluntary and community groups throughout Ireland, and to give us all a social dividend from the National Lottery.

Last year alone, the National Lottery raised over €250 million for good causes, during a year when fundraising activities were severely curtailed for many voluntary organisations due to the Covid-19 restrictions.

Thirdly, the National Lottery is regulated. A specific sectoral regulator monitors the operation of the National Lottery, approves games and ensures that the operation is consistent both with the legislation and the licence granted to the operator, Premier Lotteries Ireland. This way, the public interest is protected by the National Lottery Regulator.

Fourthly, the National Lottery operates within set limits on how its turnover is spent, with a defined percentage awarded by way of prize money, contributions to good causes, retailer commissions and operating costs. National Lottery games are also subject to spending limits and curfews on the operation of games.

Network of retail agents The National Lottery is supported by a network of retail agents – local, community-based retailers who offer the National Lottery to their customers – who exercise supervision and control over the manner in which the National Lottery is played. National Lottery games have higher levels of player protection than other forms of gambling.

One significant challenge to the operation of the National

Lottery is the growth in betting on National Lottery draws which is currently facilitated by bookies, both in-shop and online. The activities of the bookies are directly undermining the National Lottery and diverting funding from good causes.

In many other countries, governments have banned betting on their national lotteries, but a legislative loophole has permitted the activity to take place here.

I think it is time that Ireland brought its laws into line with at least eight other European countries that ban lottery betting.

Undermining funding for good causes When bookies use National Lottery infrastructure to make money, they undermine the amount of money available for good causes. The bets being placed with bookies on the outcome of National Lottery draws are contributing to the bottom lines of bookies, without making the social dividend that we associate with the National Lottery.

Some of the bookies that are engaged in National Lottery betting are offshore companies - established in Gibraltar or the like – and making no direct financial contribution or commitment to Ireland. They are piggybacking on the National Lottery purely to generate profit for themselves.

In addition to protecting funding for good causes, banning betting on the National Lottery would have other ancillary benefits for the public by eliminating potential consumer confusion between betting on the National Lottery and playing the National Lottery directly. It would also assist in maintaining a clear distinction between the regulated world of the National Lottery and the laxer regimes that apply for harder forms of gambling.

Reducing lead-in risk Eliminating betting on the National Lottery will also reduce the potential for “lead-in risk”, which creates confusion in the regulatory controls between the National Lottery and betting, sufficient to induce younger and more vulnerable adults into harder and riskier forms of gambling.

I believe that a ban on National Lottery betting is proportionate and appropriate. It will not impede bookies from offering a range of bets on a host of other odds, nor will it prevent sports clubs or voluntary groups from fundraising through raffles or other licensed draws.

However, it will protect funding for good causes, support the National Lottery from being undermined and bring Ireland into line with the regulatory measures governing betting on national lotteries in France, Belgium, the Netherlands, the UK, Austria, Luxembourg, Portugal, and Spain. I am proposing legislation to protect the most responsible form of gambling in Ireland and the social dividend it creates for Irish consumers. ■ www.shelflife.ie | ShelfLife July 2021

14

ADVISOR: Marketing

The chase for the consumer’s euro COLIN GORDON

marketing expert

While debates on multi-channel retailing often focus on a narrow discussion of how to service both discounters and traditional supermarkets, marketers need to re-examine how truly dynamic their channel strategy is, writes Colin Gordon

T

here’s been a lot of talk and writing about ‘multi-channel’ and ‘omni-channel’ strategies for brand owners. There’s also, no doubt, a lot of consulting assignments coming out of all this talk and writing.

I guess that by doing this piece I’m guilty of adding to the pool of comment and advice - maybe not of knowledge, but a pool nonetheless.

The point, however, is that the vast majority of all the talk and so on has been for, and from, brand owners. So, for instance, how will a soft drinks brand build its multi-channel strategy as part of its ‘go-to-market’ strategy? What approach should a newspaper take to the changing and ever-moving readership?

Is direct-to-consumer too risky or difficult? By the way, isn’t it very clubby how we in the ‘FMCG’ space have so many acronyms for our customers, sectors and even product types!

Narrow focus The debate and the discussion on channel strategies, to date, has been ShelfLife July 2021 | www.shelflife.ie

very heavily focused on two very narrow principles. The first is that when brand operators talk about anything more than one channel, they seem to focus on a very narrow extension beyond the current number (one!). They have revolved around how they should manage the limited range discounters while continuing to service the more traditional retailers (typically, convenience outlets or else so-called big box retailers, or what members of the public call ‘supermarkets’).

Too often the brand operators get caught up with only a few of the wide, wide range of possible channels that are open to them. The conversation hasn’t really broadened out to include, for instance, vending or direct-toconsumer (DTC) as channels, and there are others. Farmers’ markets, travel, education, cinema, health care, online and so on. If the focus has broadened out, it tends to be only from the viewpoint of a few operators, rather than the majority. The second

narrow principle centres around this: the debate and work to date hasn’t looked at channel development from the viewpoint of retailers or channel operators themselves.

Fluid shopping Multi-channel strategising has almost always taken the debate from the viewpoint of the supplying brand operators. Looks like the full value chain stops at the despatch counter!

When it comes to either the first or second point, marketers are simply not following the consumer. As the character Jerry Maguire would say in the movie of the same name, “show me the money!”

Consumers are not ‘channelled’ into just one way of spending, or just one type of store or shopping environment. They are like mercury, or water. They move around; they find what suits them, they find their natural level. Brand owners holding a narrow view of where to focus their activities (promotion, pricing

ADVISOR: Marketing

strategies, innovation, availability, sales force focus, etc) ignore a huge amount of potential. They are ignoring how their consumers behave. For the second point, the fact that retailers and traders are more and more involved in developing out their ranges as they try to take as much of the consumers’ available cash as possible has bypassed many supplying/brand operators.

So, as I walk around suburban Dublin, I see huge changes taking place. And I see it throughout the country. You have dog grooming shops also selling coffee, book shops offering flowers, branded concessionary operators opening counters in convenience stores that would once have been seen as competitors. You have wine stores selling books, home improvement stores promoting household detergents. Away from the high street, you see wholesalers moving (back) to garden products.

What strikes me is that all of this is not really new! Specialist retailers are relatively new in the whole consumer space. Retailers used to offer a much fuller range in the past and they’re returning to that model. And it’s not surprising. It’s very understandable that retailers and wholesalers would want to chase the euro,

15

especially after so much change has taken place as a result of lockdowns and so on.

Knock-on impact The knock-on impact of this is the challenge facing the FMCG suppliers or brand operators. As the retailers move more products and ranges into their limited space, the room for the ‘regular’ suppliers becomes more expensive or competitive. All of a sudden the fact that suppliers have taken the channel piece for granted collides with the more innovative space management strategies of their customers. The chase for the customer’s euro involves margin maximisation, daypart analysis, incremental purchase opportunities, adjacencies, category development, and many other marketing tools that seem to have gone out of fashion among marketers.

While store operators are moving at speed, marketers need to re-examine how really dynamic and extensive their channel strategy is, and how they can ensure their current and future range is best suited to get in front of as many consumers as possible – no matter where they shop - and perform strongly in a fast moving FMCG space. ■

‘Marketing is in trouble: How we got here and 10 steps to get us out’ by Colin Gordon is now available to purchase, published by Orpen Press.

To get your hands on a copy, visit the following: www.orpenpress.com UK: www.amazon.co.uk/dp/B08M9XY6HF US: www.amazon.com/dp/B08M9XY6HF Ireland: Marketing is in trouble eBook by Colin Gordon - 9781786051127.

Rakuten Kobo Ireland - www.kobo.com/ie/en/ ebook/marketing-is-in-trouble.

INTERVIEW

20

QUICK QUESTIONS WITH

ORLA O’HARE

customer marketing manager, Linwoods Health Foods 4. Which social media platform do you use most?

Instagram for browsing and Facebook for information.

5. Best ad on telly?

Linwoods; ‘We Make Good Better’.

Orla O’Hare

1. Best place for coffee?

4C Coffee House, Armagh; fabulous coffee and offering of sweet treats with a beautiful outdoor dining area or grab a coffee-to-go and dander around The Mall just across the road.

2. Favourite movie?

I’m a girls’ girl so either Brigid Jones or Sex and the City are my go-to chill out movies.

3. Top book recommendation?

Jojo Moyes’ series of ‘Me before you’.

6. Worst ad on telly?

Go Compare – it serves its purpose perfectly, catchy enough that you never forget it, which is particularly annoying to have that tune in your head all day.

7. Favourite grocery shop?

Dunnes Stores.

8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win?

I am not much of a cook but I love Mexican food and a good party. It would have to be margaritas, nachos, fajitas and of course tequila as a digestif.

9. First thing you would do if you were Taoiseach?

Introduce a robust educational programme to educate children on nutrition, health and wellbeing.

‘Keep your head, heels and standards high!’

10. If you had to live in another country, where would you choose?

Sunny Spain.

16. City or beach break?

Beach break.

11. Greatest achievement to date?

Bringing up a wonderful, strong-minded and confident young woman.

12. Best website?

I must admit I am a bit of a fashion addict and love Next (www.next.ie/en) – next day delivery is a dream!

13. Most annoying public figure?

Peppa pig.

14. Best piece of advice you ever received?

15. Biggest fear?

Heights.

17. Top restaurant recommendation?

The Batch Loaf, Monaghan.

18. Pop or rock?

Pop. 19. Favourite time of the day?

Starting my day with a healthy and nutritious breakfast is the best part of my day.

20. What’s the last compliment you received?

‘I like your dress’. ■

www.shelflife.ie | ShelfLife July 2021

18

STORE PROFILE

Ambition realised in Mace Culleens

Following a stunning renovation, Mace Cullens in Co. Sligo is currently outperforming in almost every category and delighting the local community with the range and value on offer

T

he realisation of a 20-year ambition of Mace retailers Liam and Mary Scott was a cause for celebration when they recently opened the doors on their sparkling new Hilltop Service Station forecourt and Mace store in County Sligo.

Planning permission to convert the site adjacent to a former dance hall into a shop and service station was given some years ago but due to a number of unforeseen and unavoidable circumstances, ground was never broken. That’s all changed now and the site boasts a ground floor shop, storage area, office, solid fuel store and toilet facilities.

The service station also has a canopy for motorists, car parking and truck parking with a new one-way entrance and exit off the main Ballina-Sligo road.

Mace colour palette As well as looking stunning following a dialling up of the traditional Mace colour palette, the 6,000sq ft store is outperforming in almost every category with retailers Liam and Mary Scott reporting a huge uptake in hot lunches and freshly baked goods. The

Retailers Mary and Liam Scott believe it is “a privilege to be part of our customers’ day”

ShelfLife July 2021 | www.shelflife.ie

Mace Culleens is situated in an ideal location on the main Ballina-Sligo road

store, which Liam and Mary took over some 23 years ago, is one of the first be treated to Mace’s new design concept. It is, as they attest, truly resplendent.

The 20-year dream was helped to fruition

by Liam and Mary’s son, Shane, who doesn’t work in the store day-to-day but was the family’s defacto project manager in terms of ensuring the development stayed on target.

Tuffy and his wife Molly who served the local community for 70 years, as Liam explains.

“My wife Mary is the retailer and has been trading here with the support of the family for the last 23 years,” he says. “Her knowledge of serving the local community, teamed with our shop manager Billy’s 35 years in retailing, gives us a solid foundation to offer a great place to shop.”

There is a rich and vibrant history to Mace Culleens in that there has been a general store and pub on the site since 1909. The Tuffy family were trading there for 70 years with Mary and Liam taking it on then and they immediately knew they wanted to expand but were delayed.

“Truly, the new store and service station has been a 20-year ambition of ours as the first plans were drawn up back in 2001,” Liam adds. “To be open finally still feels surreal. It’s great to know that the local community will be well served into the future.”

Local community

Employment

Mary took over the running of the original store from the previous owners, Tommy Joe

As well as Mary and Liam, Mace Culleens provides employment locally to more than 20

The store’s For Food Sake deli offers cooked breakfast options, four hot lunches including a roast of the day, hot snacks and pizza right up to 8pm daily

Mace Culleens serves Insomnia coffee which according to retailers Liam and Mary, has been “a great partnership; it looks amazing in-store and tastes excellent”

STORE PROFILE

Retailer: Liam and Mary Scott Address: Mace Culleens, Hilltop Service Station, Co. Sligo Staff: 20+ staff led by shop manager Billy Cormack and deli manager Orlagh McKnight Size: 6,000 sq ft Opening hours: Monday – Saturday 7am – 11pm; Sunday 8am – 9pm

STORE PROFILE

overseen by deli manager Orlagh.

“Orlagh is a terrific baker,” Liam says. “She has a delectable array of treats, breads, tarts and pastries baked fresh every day and the customers love to come in and treat themselves.

“We offer a wide range of food options, our For Food Sake deli offers cooked breakfast options, four hot lunches including a roast of the day, hot snacks and pizza right up to 8pm daily. We also offer sandwiches, salads, sliced deli meats and a heat and eat range.

“We serve Insomnia coffee which has been a great partnership, it looks amazing in-store and tastes excellent. The hot chocolate has been a surprise star from our range of drinks.”

A tight-knit team of staff includes shop manager Billy Cormack and deli manager Orlagh McKnight

Design is critical

people with Billy Cormack the shop manager and Orlagh McKnight the deli manager.

They’re a tight-knit team who revel in what they do and how they provide this vital service to the community.

The doors to the new store were opened towards the end of the second lockdown and just three weeks before the third lockdown so it’s been a challenging time.

“Lockdown and Covid-19 restrictions have impacted footfall for certain and we have scope for growth with the new store,” says Liam. “We have a strong local trade with top-up shoppers as well as passing trade from the N59. With our 24hr fuel offering, the excellent For Food Sake deli and abundance of parking we hope to attract more HGV drivers in the near future.”

The design of the store is crucial in attracting and enticing customers once they are in-store – “People eat with their eyes first. People will spend more if they can see a premium product presented well” – and combining this with competitive pricing is crucial to the success of Mace Culleens.

What the trading environment will be when we are finally on the other side of Covid-19 is the unknown, but Liam and Mary are well prepared for whatever the future will bring, especially in the food offering.

“As we are a new food offering we built our menus through consultations with the BWG fresh food team as well as speaking to customers about what they wanted. For example, we did an afternoon tea box for Mother’s Day. It was so popular that it’s become a permanent offer and is even included in our outside catering menu.”

Impact of Covid-19

Loyalty

Of course, Covid-19 will have an impact into the future and the design of the store has taken that into consideration.

“The final store design was heavily focused on opening in a Covid secure way. Everything from staff training to all our operating policies and procedures have been created to incorporate best practice in terms of providing a safe shopping and working environment.”

One of the major draws for the local customers is Mace Culleens’ fabulous bakery,

They are also confident that the loyalty built up over the years combined with a quality offering will guarantee the future of this vital part of Culleens’ locality and community.

“Customers come back because of the blend of great products, pricing and above all else a great service,” says Liam. “The store design, space and style are very important but the friendly service our team provides has been the real driver to our initial success and keeping customers coming back. It fills us with pride

Retailers Liam and Mary Scott say “customers come back because of the blend of great products, pricing and above all else a great service”

19

Mace Culleens benefits from a strong local trade with top-up shoppers as well as passing trade from the N59

at the number of customers who make a point of telling us about the great service they have received from our team.”

The jewel in the crown of Mace Culleens is the new seating area. The colours, type of seats, wall décor and even the light have all been revamped and once the Covid-19 pandemic is behind them, Mace Culleens is set up to cater to all as well as even embarking on further expansion and development.

“Our immediate plans are around getting the full operation open, we have a large sitdown dining area and it’ll be great to get that open. We also have plans and space set aside to expand our alcohol offering into a full offlicence.”

The creation of Mace Culleens has not been without its challenges, especially given the tumultuous times we are living in, but Liam and Mary are delighted with their new Mace store and are confident for the future with plans for a big launch party for the local community once restrictions are lifted.

“It is a privilege to be part of our customers’ day, whether that’s a cup of coffee on their commute, bringing the kids in for an ice cream, picking up milk for the next day or just a welcome rest stop on their journey.

“We have been here for 23 years and we’re going to be here long into the future serving the community.” ■

The store has a large seating area which the team are looking forward to reopening

www.shelflife.ie | ShelfLife July 2021

DISCOVER THE

UNSEEN THE NORDIC WAY TO NICOTINE

WHAT IS NORDIC SPIRIT? A TOBACCO-FREE NICOTINE POUCH, TO ENJOY ANYTIME ANYWHERE.

NO SMOKE NO VAPOUR NO SMELL

FRESH

LIMITLESS

DISCREET

This advertisement is for tobacco and nicotine retailers only and should not be made available to the public nor should it be displayed in an area where it is visible to the public.

This product contains nicotine.

Nicotine is an addictive substance.

HOW NORDIC SPIRIT CAN BE ENJOYED

TUCK A POUCH UNDER YOUR UPPER LIP

EXPERIENCE THE TINGLE

ENJOY FOR UP TO 60 MINUTES

DISPOSE RESPONSIBLY

AVAILABLE IN TWO FLAVOURS & TWO STRENGTHS

SMOOTH MINT

Refreshing menthol & sweet peppermint.

A twist on ones favourite flavour.

NORDIC SPIRIT SMOOTH MINT REGULAR

BERRY CITRUS

€7.00*

NORDIC SPIRIT SMOOTH MINT STRONG

Zingy citrus notes of bergamot, with vibrant sweet & tart berries.

NORDIC SPIRIT BERRY CITRUS REGULAR

NORDIC SPIRIT BERRY CITRUS STRONG

For more information go to:

WWW.NORDICSPIRIT.IE nordicspirit_ie

nordicspiritie

*Recommended Retail Price. All RRPs are correct at time of printing.

22

FEATURE

Tackling staff shortages As retailers have been struggling to fill vacant positions throughout the pandemic, Julia O’Reilly asks how retailers can combat staff shortages in an increasingly competitive market

W

ith the Covid-19 pandemic came a host of new challenges for retailers. Certain issues, such as the enforcement of mask-wearing or implementation of health and safety protocols, were much discussed in the public arena.

Others caused a greater stir behind the scenes.

It’s no secret that the grocery retail industry experienced hefty growth last year. Research from Kantar found that the average Irish household grocery bill increased by €1,000 over the last year, with €2 billion more spent on groceries in the year to February 2021.

Demand increase As retailers worked to meet rapidly increasing demand, maintaining adequate staffing levels has proven difficult. For months, staff shortages have been pushing strained retailers into tight spots and forcing stretched workers to pick up the slack.

While not a problem that’s wholly unique to retail - ManpowerGroup recently found that 75% of businesses in Ireland are finding it difficult to track down the right candidates for jobs – the sector’s unique cocktail of conditions has left retailers particularly vulnerable.

Filling fresh food roles has proven to be the most taxing, and deli roles are particularly hard to fill. “Our retailers are experiencing real challenges around their fresh food areas

ShelfLife July 2021 | www.shelflife.ie

– butchers, bakers, and deli employees of all levels,” says Barry Whelan, CEO of Excel Recruitment, talking with ShelfLife. Demand for full-time floor staff, trainee managers and supervisor positions is also lagging. In fact, store management roles are the only positions which have been immune to the instability the rest of the sector is experiencing, according to Whelan. “It seems these candidates view the jobs as a career and have held firm with their employers over the pandemic, guiding their respective stores through the storm.”

is a lot of extra stock to push through stores and requires additional manpower, that frankly, is not readily available.”

Hand-in-hand with this demand increase was, what Whelan calls, a “mass exodus” across the sector that came from three areas.

“Firstly, many retail workers have returned to their countries across Europe to wait out the pandemic with their families. Secondly, a proportion of retail workers felt uncomfortable

Unqualified applicants Speaking with ShelfLife, John Eivers, managing director, Spar Irishtown Service Station, said that while recruitment during the pandemic has been challenging, the last nine months have been particularly fierce. Although Eivers and his team have advertised available positions, those that are applying are often not sufficiently qualified for the work. “We have placed several ads since January of this year and the calibre of people that we’re looking for are not applying.”

How did we get to this point? In Whelan’s view, supply and demand issues played a leading role. “Demand has gone up – Irish consumers spent an extra €1.85 billion on food groceries in 2020 compared with previous years,” he said. “Some of our retailers were reporting increases in sales of up to 30%. That

Vincent Jennings, CEO of the Convenience Stores & Newsagents Association, says there is no doubt that in some areas, there are “very real difficulties in getting staff, both full-time or part-time”

FEATURE

23

working in a frontline role and were unwilling to put vulnerable family members at risk, so left the industry. Thirdly, there are many employees who would have remained in or moved to grocery retail employment but have been unmotivated and dissuaded from doing so as they are collecting the Pandemic Unemployment Payment (PUP) benefit each week.”

Eivers says he has received “hundreds” of CVs from students looking for summer work, with the bulk coming from 15- to 18-yearolds. “In our experience ‘working adults’ are not applying for full-time jobs.” He believes hiring an excess of summer staff only “creates another problem in September. This is definitely a result of the current pandemic, as schools have been closed for the first three/ four weeks of the year, and there is pressure on parents for childcare etc.”

PUP payment For Eivers, much of the problem lies with the PUP payment. “The PUP payment is definitely a disincentive to return to work in our industry. I cannot see this changing until the government stops the payment or they encourage staff to return to work in the frontline jobs.”

As large swathes of the economy have now reopened, the number of those requiring PUP is in steady decline. But the sizable portion of retail workers still on the scheme could have long-term implications for the sector.

As of the first week of July, wholesale and retail workers accounted for the second largest number relying on the PUP payment.

Although the sector had been fully reopened, almost 33,610 people were relying on the payment at that time.

Speaking to ShelfLife, Vincent Jennings, CEO of the Convenience Stores and Newsagents Association (CSNA) says: “There is no doubt that there are, in some areas, very real difficulties in getting staff, both full-time or part-time,” said Jennings. “There is no single reason for this shortage and it’s certainly not solely due to PUP, though it may explain a small number of instances.”

Indeed, it is a nuanced issue. Irrespective of the reasoning, there are positions that must be filled. So what should a retailer do to attract the best and the brightest to their store? “We encourage our clients to put together packages for new starters which outline all the benefits that the company offers – this can be anything from on-site parking, discount cards or lunches, progression paths, training, to educational support,” says Whelan. “It’s these extras that make the difference when candidates are deciding their next move and it’s a nice tactic to entice candidates you meet and like to join your store over others they may be interviewing with.”

Minister Heather Humphreys outlining changes to the Pandemic Unemployment Payment and the Employment Wage Subsidy Scheme at a press conference last October in Government Buildings, Dublin

come in many forms. “A lot of the candidates that come to us looking for work are doing so, not because they want more money or a better package, but rather they want a more balanced work-life, more career opportunities and to be treated as a valued team member,” says Whelan.

Many retailers have launched new employee initiatives to compete in the harsh recruitment environment. Eivers has had to increase wages to hold onto existing employees. He anticipates further cost increases down the line. “Shortages have pushed up our wages so we can retain staff, as our competition is offering higher rates to secure people. I can see the government fast forwarding the living wage when the PUP payment ceases next February. Hence higher operating costs for the small independent retailer.”

Motivated and engaged Some retailers opt into using Progression Plans to keep staff motivated and engaged in-store. However, Whelan says this method is most effective when consistently implemented, and not when it is “introduced as a last-ditch attempt to retain staff after they have indicated they are leaving”.

Making team members feel valued can

Barry Whelan, CEO of Excel Recruitment, says increased demand within the grocery sector “requires additional manpower, that frankly, is not readily available”

Cost increases It is Jenning’s opinion that the challenges retailers are experiencing could be aggravated over the next few years as the cost of doing business grows. “The difficulty employers are experiencing will be compounded over the next five years by the additional costs that will be incurred in meeting new statutory and mandatory obligations. Annual national minimum wage increases, a new living wage being rolled out, up to 10 days sick pay, and a matching employer/employee pension contribution will add very significantly to the cost of what is already the largest cost in our businesses.”

As staff shortage issues have been significantly aggravated by the pandemic, are circumstances set to improve now that we are on the road to recovery? “Only time will tell for certain,” says Whelan. “It will depend on several factors. One of the main ones being what proportion of foreign skilled candidates return to the Irish grocery sector. 14 September sees the biggest reduction in PUP, alongside the ceasing of student PUP on 7 September this year, so we should get a better indication of where the market lies following this. The re-opening of hospitality has put a further strain on the workforce, so again, this is one to watch as businesses reopen, and the market settles into another new norm.

“Having said all this, I am optimistic, as there are plenty of incredible retailers in stores up and down the country continuing to do their best to service the industry and make Ireland one of the leading countries when it comes to fresh food retailing,” adds Whelan. “It’s a wonderful industry to work in, filled with passionate dedicated people, so I am sure candidates will see this as we enter into this next phase.” n

www.shelflife.ie | ShelfLife July 2021

24 INTERVIEW

Life in the tobacco and vapour trade

Adrian MacSweeney, trade marketing manager for BAT Ireland

Adrian MacSweeney, trade marketing manager for BAT Ireland speaks about his career in an ever-changing industry and about educating the public and retail trade of the transition of its vapour brand Vype to Vuse

T

he past five years in the tobacco industry have been fraught with challenges. From the start of plain packaging and display bans right up to the ban on menthol cigarettes in 2020, it’s a difficult business to operate in as no other legal product in the market faces so many challenges with selling and advertising their product. It is universally accepted that smoking is harmful to health and this is why the tobacco companies are putting all their energies into reduced risk products (RRP*) like vaping now. Being 95% less harmful than traditional tobacco products, vaping is used as a way for people to begin their journey of giving up cigarettes through the use of varying

strengths of nicotine in their vapes.

Adrian MacSweeney joined PJ Carroll, the Irish arm of British American Tobacco (BAT) 15 years ago as a business development executive and moved through the ranks to the role of trade marketing manager, which he has held for seven years. A graduate of UCC, he completed a degree in economics and computer science and from there says he “sort of fell into FMCG”. “I left college and got a job as a merchandiser for Diageo and did that for about a year and then I went from there to Heineken and did about a year with them and then about six months with Cadbury before joining PJ Carroll. So my background was always trade,” he explains.

He doesn’t have a typical day but a lot of time is spent in meetings with his colleagues around the globe as they strive to align strategies for different markets. “We’re part of a region so there’s a line of sight that needs to happen so you spend a lot of time in meetings with other end markets aligning with the grand strategy to make sure that the same message is going into various countries,” he explains.

He oversees a telemarketing team, a data team and a new field sales team through logistic experts PRL, which he says is working out very well.

Challenges of working with tobacco

“Vuse is instantly recognisable with an eye-catching identity in the marketplace,” says Adrian MacSweeney

ShelfLife July 2021 | www.shelflife.ie

MacSweeney has long accepted and is conditioned to the challenges of working with tobacco but admits that the innovations in recent years have been a welcome departure.

“When you are working with tobacco for a long time the introduction of the RRP (reduced risk products) business is exciting,” he says. “It’s a real step in the right direction compared with what I was dealing with five years ago which was a negative narrative around display bans and plain packaging whereas with RRP there’s a much more positive narrative. You can affect the sales in the store. You are bringing a new category to the retailer as well and definitely for me, it’s been a new challenge.”

Since he began in the industry it has changed beyond recognition but this keeps things interesting, he says. “It has been a big

INTERVIEW

25

learning curve the whole way along which is one of the things I like about it.” Back then he would have called to shops on a fairly rigid call file and retailers paid by cheque. “The retail landscape has changed massively. It’s more convenience-organised now and less independents. It’s just a different business,” he says.

Covid-19 Like most of the country, he has worked from home in Waterford during the pandemic, a big change from commuting to Sandyford each day. Aside from that it has been business as usual and like many products in the FMCG industry, tobacco and vaping saw increased sales during Covid-19 due to less travel abroad and less counterfeit activity.

“Going into the first lockdown we saw an increase in the combustible side of the business because travel was curtailed and people weren’t taking back cigarettes from holidays and duty free,” he says. “The illegal trade was also cut down as smugglers found it difficult to get the counterfeit product into Ireland during this time. People were also bulk buying when they went to the shops.” In the second lockdown they didn’t see as much of a boost as there was less of a need to bulk buy like there was in the first lockdown.

Transition from Vype to Vuse One of the business’s priorities of the past year has been communicating the change from Vype, the company’s flagship e-cigarette brand to Vuse, the more universal equivalent.

For those who are not au fait with the terminology of vaping products, e-cigarettes are handheld battery-powered electronic devices which heat an e-liquid often containing nicotine to create a vapour which the user inhales. Vype contains no tobacco and no combustion takes place.

MacSweeney explains why they are making

With a dedicated team of people behind the brand, Vuse is catching the imagination of consumers with high to low mix strengths available

the transition to Vuse. “We’ve just changed to Vuse because Vuse is a global brand so consumers want the safety of a global brand and they want the availability of it. If I’m a Vuse consumer, I can buy that when abroad too. That is the first thing.

“Also Vuse is instantly recognisable so it has a more eye-catching identity in the marketplace,” he adds. “We have made a lot of investment into innovation so there will be an updated look and feel with Vuse, an upgraded ePen device and more flavour options and nicotine strengths for vapers.

With Vuse there is a focus on sustainability in our packaging design which is what consumers are more and more concerned about. To make the transition seamless, ePod and ePen 3 under Vype and Vuse will be 100% compatible.”

As regards managing that transition, they did a number of campaigns this year in stages, which started in February with the

communication part letting consumers and retailers know it was about to happen and then a nationwide POS campaign letting consumers know that Vype was about to become Vuse.

While both products are available, they hope it will be fully transitioned by August.

“It’s a store by store thing and something we are managing on the ground with retailers,” he explains. “Since the start of the year the Vuse market share has grown by more than 4% so we’ve got 17.4% of the total market now.

“The reason that Vuse is catching the imagination of consumers is it’s a product mix so we have high to low mix nicotine strengths where people can trade from 18 down to 12 to 6 to 0 strength nicotine within the flavour range so it allows them to join Vuse at any part of their own journey. So for example if you were giving up smoking, you might start at an 18 and move down the strengths. It’s

BAT Ireland’s flagship e-cigarette brand Vype recently transitioned to the new name of Vuse, the more universal equivalent

www.shelflife.ie | ShelfLife July 2021

26 INTERVIEW

definitely part of the attraction to it,” he says.

In the closed system offering, the e-Pen and the e-Pod have reached 16% share so BAT are the leaders in that segment at the moment but MacSweeney says they still have a lot of work to do in the category.

“The main thing for the retailer is that they have the right range for their store and that they’re making money on the category,” he explains. “Any retailer you will talk to will say there is no spare space in a store, everything has to pay for itself. As we try to penetrate the market we will continue to strive for distribution and availability in as many outlets as we possibly can and as time goes by that will build the brand within the market and it will become a go-to brand for consumers.”

Health risks for vaping MacSweeney is armed with a slew of health facts pertaining to the fact that vaping is much less harmful than traditional cigarettes. There are of course contrasting viewpoints available about the health impacts of vaping but the research he cites comes from reliable sources. “There is a lot of independent research but Public Health England did some research in 2015 and repeated it in 2018 and 2021 which showed that vaping is 95% less harmful than combustible cigarettes* and offers smokers a tobacco free alternative and that’s supported by almost all the leading medical and scientific organisations and health NGOs in the UK as well.”

“In 2020 a review by Action Against Smoking UK found that vaping products were 70% more effective in supporting smokers to successfully quit than nicotine replacement therapies like gums, sprays and patches,” he continues. “Also in 2019, a study from the British Heart Foundation

found that heavy smokers that switched to vaping, saw their health improve within one month. There’s lots of research to back these claims up and it grows by the day.”

All the focus on vaping is essential for the tobacco companies due to pressure from government to reduce smoking rates across the population. The Department of Health established Tobacco Free Ireland in 2013 and set a target to reduce smokers to 5% of the population by 2025, effectively de-normalising tobacco within Irish society.

While Pall Mall is the best-selling brand for BAT Ireland with 7% of the market, MacSweeney accepts that smoking rates are reducing but BAT believe that the government need to take action like the UK, New Zealand and other countries and endorse vaping as a less harmful alternative to smoking or we risk not reaching the Tobacco Free Ireland target.

“Smoking rates are declining. There’s no two ways about that and people are looking for reduced risk alternatives. The Department of Health and Healthy Ireland surveys have stated that 99% of vapers are ex-smokers and 41% who have actually quit smoking use vaping to do so which is more than nicotine replacement therapy.”

“For us the adult smoker is our target market. As people look to switch from smoking they are looking at vaping as a viable option. 17% of the population actually smoke so we have a target market of around 700,000 adult smokers and our goal is to provide them with a high quality switching vapour product.”

Does he think that smoking will be wiped out completely at any point? “That’s a very hard question to answer. The government target is 5% by 2025. Based on the current smoking rate of 17%, it’s likely that we’ll miss it by a number of years so I think one of the things from the government side

Since the start of the year, the Vuse market share has grown by more than 4% to 17.4% of the total market

ShelfLife July 2021 | www.shelflife.ie

“Since the start of the year, the Vuse market share has grown by more than 4% so we’ve got 17.4% of the total market now.” is that at the moment they don’t provide people looking to quit with any information about vaping because they do not endorse it.

They are not going to get to the 5% unless people move quickly out of the smoking category. If that’s the target, the government is going to have to look at the vaping sector in order to achieve those goals,” he warns.

Brexit There is no manufacturing of BAT’s products in Ireland so the likes of Covid and Brexit put them in a precarious position regarding distribution and MacSweeney admits they’ve had “some supply challenges”.

“We get various products from various countries so there’s quite a complex supply chain for BAT in general,” he says. “Brexit has its challenges but a lot of resources were put in place to make sure things run smoothly in order not to have supply chain issues. We know our route to market and how a product gets from A to B so we worked hard to make sure that that doesn’t get affected.”

MacSweeney works very closely with the UK market as the UK has similar governance to Ireland and even since Brexit they’ve opted to keep that.

“The UK is not similar by way of route to market but it’s very similar consumer wise. So the UK would have a very high independent store dynamic. There’s still convenience but for us it’s more the umbrella groups like BWG and Musgrave that are the vast majority of stores here.”

He says that he really enjoys the collaboration with other markets like the UK but the best part of the job for him is putting plans together and executing something well, helping Irish retailers to get the most out of their products. “I’m a sales person and always have been so when you get the result, that’s very rewarding and I enjoy that.”

The next few years will no doubt throw up many further changes for the tobacco and vaping industry but MacSweeney seems like he is up for whatever challenges that lie ahead. n *(Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive)

JOIN IRELAND’S NUMBER 1

CONVENIENCE RETAILER

GROW YOUR FUTURE PROFIT • • • •

Best scan margin & rebates Market leading affinity schemes Improved EBITDAR Most competitive prices

OUR PASSIONATE PEOPLE

INNOVATIVE WORLD CLASS RANGES • Continuous fresh food innovation • Exclusive brands - Frank & Honest coffee, Moo’d ice cream, Happy Pear & Caramico Pizza.

• Exciting own brand ranges - quality, depth of range and consumer value in both tiers - mid-tier “The Centra Range” and top-tier “Inspired By Centra” • “Wines We Love” - an exclusive range of 10 quality on-trend wines sourced especially for Centra and priced between €8 and €12

• Strategic business and financial expertise • Award winning fresh food training • Tailored business plans to drive real growth

#CommunityMatters

CONSUMER AT THE CORE AWARD WINNING STORE DESIGN • National and international award winning design • Best value square foot refit • Reduced energy costs • Sustainability at the core

• Market leading promotions • Consumer insight led plans • Passionate, on trend marketing team with specialist support for digital / social and local marketing • Largest advertising share of voice • Powerful sponsorships including the GAA All-Ireland Senior Hurling Championship & Irish Cancer Society

T S E B THE R E N T PAR U O Y FOR FAMILY OWNED FOR 140 YEARS 98.5% OUTBOUND AVAILABILITY WORLD CLASS SUPPLY CHAIN IRELAND’S LARGEST BUYING GROUP YOUR VOICE SHAPES OUR FUTURE

DO YOU WANT A MORE SUSTAINABLE AND A MORE PROFITABLE FUTURE FOR YOUR BUSINESS? Call Mark Duffy, Oliver Savage or John Tully : 021 480 3315 / Email: info@centra.ie

28 STORE PROFILE

Donal Hickson, owner of the Centra store in Kilmeaden speaks to Fionnuala Carolan about the revamp he has completed on this store which was wholly inspired by his customers

A roaring success

I

hate to break it to you but Kilmeaden Cheese is not made in Kilmeaden and hasn’t been for about 15 years. However the much loved cheese brand is available in-store and very much part of this story; Hickson’s Centra store was in fact an old co-op which local farmers sold their dairy produce to, and as it expanded, a general store was opened in 1920. In 1964, all of the co-ops in Waterford amalgamated, and a cheese factory was established across from the store. However, production of the cheese ceased at the Kilmeaden plant in 2005, and moved to Ballyragget, County Kilkenny. In the same year Kilmeaden cheese won a gold and bronze medal in the World Cheese Awards in London.

Recently the old co-op has been transformed into one of the most state-of-the-art shops you will find in the country and its owners, Donal and Ailish Hickson are thrilled with the result. “Kilmeaden is a great success story for us,” says Donal.

Background Having spent some time in Russia in the early 90s working as a butcher, Donal came home and got a job with Dunnes Stores in Waterford where he met his wife-to-be Ailish.

He left Dunnes after a couple of years and moved to Musgrave as a regional manager charting the start of his relationship with the Centra brand.

Donal says that Musgrave is and has always been very supportive. “Martin Kelleher was my boss at the time and was very good to me and really looked out for me in the early days when you needed help and guidance.”

Donal and Ailish Hickson bought their first store in Tramore in 2006 and have since added three more Centra stores to their portfolio

STORE PROFILE

Retailer: Donal and Ailish Hickson Group: Hickson’s Centra Address: Kilmeaden, Co. Waterford Staff: 28 staff, 15 full-time and 13 part-time Size: 3,000sq ft Opening hours: Monday - Friday, 6.30am - 10pm; Saturday - Sunday, 7.30am - 10pm He says that the Musgrave support including store design, sales and finance, have been key to his success. “They are always checking to see how you are doing. They are very innovative and always looking at where they will be in the next five to ten years’ time.

It’s not about the here and now but looking forward and I like that,” he says.

Dream realised Donal and Ailish have always had grand plans to have their own business and the dream was

An impressive new off-licence department has been added to the store, which is performing extremely well

ShelfLife July 2021 | www.shelflife.ie

realised when they bought their first store in Tramore in 2006. It has been an impressive trajectory since then, adding three more Centra stores to the portfolio. Donal charts the journey, noting: “We opened Centra in Waterford in 2008 and then we bought our next store in Piltown in Kilkenny in 2010.

Next, we completed number four in 2017 which was Centra Kilmeaden. It was never planned that we’d have four but it’s just the way it worked out.”

Store number four The Kilmeaden store came about by chance when Donal met the previous owner of the store, a man called Bobby Byrne. “I met Bobby a few years previously through my brother Tommy and he spoke about retiring,” he recalls.

“Then he rang me out of the blue a year later and said look, I’m thinking of selling. So we met on the Friday evening and again on the Monday and by the Wednesday we had a deal put together. I knew this was a great opportunity,” he says. When they bought it they did a mini

The store’s deli has increased by 54% since the renovation was completed

STORE PROFILE 29

13 part-time. Donal felt that finding the right manager would be key to the success of the business. They were delighted to appoint Fiona Purcell to the role and say that she has nurtured great customer service. “She’s the type of person that gets on well with everybody and is very well liked by the customers and staff but can still get the work done.

“What makes this store special is the great comradery there between staff and customers.

It’s easy for me to put the fixtures and fittings there but it takes the staff to build the business up,” says Donal.

Unfortunately he is currently finding it difficult to recruit new staff. “At the moment we are having a problem getting staff,” he says. “We are coping at the moment as there are a lot of students but we’ll feel it when the students go back in September.”

revamp but wanted to carry out more work to get it to the standard they wanted.

“The plan was to leave it alone for six months to a year and then plan the revamp because my experience from the others I had revamped was the worst thing you can do is go in on day one and do a big revamp as each of the stores are different,” he explains. “Instead, we spent a year there listening to customers about what type of shop they wanted.”

They learned that customers were happy with the range but they found the aisles quite tight. They also wanted a brighter store and more healthy options available. From this feedback, the team introduced a large health and wellness category and Green Kitchen.

There was no off-licence in the store so they included an off-licence as well. Once they put that in it “just exploded”, according to Donal.

Revamp Originally the revamp was to take four to six weeks starting in September 2020 but due to the extended lockdown after Christmas they finally completed it in May 2021 which is quite extraordinary considering the amount of disruption they endured. The Hicksons have revamped all of the stores and some of them twice so Donal says he doesn’t get too stressed about them as they are used to it and also the fact that himself and Ailish are in it together splits the workload and dilutes the stress.

Transforming the outside was as important to the Hicksons as the inside and it looks like no expense was spared. “We put a lovely stone cladding on the outside as my view is that the outside should always reflect the inside and sometimes a revamp doesn’t do that,” explains Donal. “We got the best of both worlds. It’s a very impressive shop when you drive past.

I’m very pleased with how it turned out.” The whole job cost €600,000 resulting in the store turnover increasing by 60% compared with 2019 so it has been a phenomenal success story. Areas that have worked exceptionally well are the Moo’d ice-cream and Frank and Honest coffee. The deli is up 54% and the bakery is up 60%. “These were the areas that we couldn’t do properly before. We knew the business was there but we couldn’t capture it properly,” he explains.

Family and the future

With colourful and fun branding, Moo’d ice cream has proved a real hit with family shoppers

Customer reaction Getting a positive reaction from the customers was very important for the Hicksons as they really took into account their feedback in the design. “Of all the revamps I’ve done, this is definitely the one that has received the best reaction from the customers, probably because we built the store inspired by the customers,” says Donal. “They say they are proud to have it in the village and they love coming into it and they don’t need to go into town to shop now.”

They get a lot of custom from people using the new greenway which goes from Waterford down to Dungarvan with an entry point at Kilmeaden. Donal says that it is the best thing the council has ever done for the area.

Staff You can’t run a successful store without great staff and Donal is quick to heap praise on theirs. They have 28 staff, 15 full-time and

Frank and Honest offers premium grade machine coffee, with a barista-style taste for people to enjoy on-the-go

Donal and Ailish have three children, two girls and a boy aged 20, 18 and 16. The girls already work in the shops part-time and his son will start to work this summer. Whether they will take over the business will be “down to themselves if they want it,” he says. “It would be nice to pass it on but all that matters is that they are doing something they like and are happy and healthy.” Unlike many retailers, the Hicksons make sure to take two days off each week and spend time with the kids enjoying the local outdoors and going to the gym.

So will there be a fifth or a sixth store for the Hicksons? “I’m not looking,” says Donal.

“If something came along we might look at it but we’re happy where we are. Sometimes we can look beyond but it’s important to work on what you have and make that profitable. The two of us would be happy out if we never took on another store.”

He says there are a lot of changes coming down the line like the move from a minimum wage to a living wage which is going to be “challenging”. “Then we have inflation and waiting to see how interest rates will rise and a possible recession coming so there’s a lot there so I’m happy to keep an eye on the costs of the business and just enjoy what we have now.” ■

Impressively, the store’s turnover has increased by 60% compared with 2019

www.shelflife.ie | ShelfLife July 2021

30 ADVISOR: HR

Pay attention to probation A probationary period within employment helps businesses ensure new employees are the right fit for their business. However, it’s vital to ensure that all aspects of the probationary period are clearly outlined and adhered to within the employment contract, writes The HR Suite’s Caroline McEnery

CAROLINE MCENERY

managing director, The HR Suite

T

he purpose of a probationary clause in an employee’s contract is to assess the employee’s suitability and match for the company. Many employers require an employee to have successfully passed their probationary period; this must be explicitly stated within the employee’s contract. To ensure adequate support is offered to the employee when starting with the new company, the employer must ensure that they are meeting with the employee regularly during the probationary period to assess their performance in their new role, issue the appropriate documentation as support and any additional training which the employee may require. It is important to note that all meetings are recorded and a copy submitted to the employee’s file.

Clearly stated terms

After starting a new role, employers must ensure they meet regularly with a new employee during the probationary period to provide the support they require

CONTACT THE HR SUITE:

If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.

It is imperative employers require employees to successfully pass a probationary period prior to being made permanent.

A probationary period within an employee’s contract is on average between six and 11 months of service. This must be stated in the employee’s contract. It must be noted that a probationary period cannot exceed 12 months’ service, this includes the notice period which is required after 13 weeks of service. Before 13 weeks’ service, no notice is required.

However, it is best practice to give an employee at least one week’s notice if the employee is deemed unsuitable for the position prior to 13 weeks of service after review. Employers should also note that any reduction of the notice period during the probationary period cannot be any shorter than that provided by statute.

Length of service

Minimum notice

Thirteen weeks to two years

One week

Two to five years

Two weeks

Five to ten years

Four weeks

Ten to 15 years

Six weeks

More than 15 years

Eight weeks

The reason as to why an employee’s probationary period should not exceed 12 months is because an employee may then bring a claim under the Unfair Dismissals Act 19772015. If they feel they have been unfairly dismissed, this act entitles employees to take a claim after 12 months of continuous service. For example, an employee would have recourse under this legislation if they are dismissed at the end of a 11 month probationary period and where their contract provided for one month’s notice, as the notice period would be included in the calculation of length of service.

The wording of probationary periods may sometimes give rise to a possible construction that the probationary period is in itself a fixed term within the contract. If a contract were to state for example, ‘The first six months of

ShelfLife July 2021 | www.shelflife.ie

this contract shall be a probationary period’ this might give rise to a claim on early termination, e.g. after one month, that the employee is entitled to be paid the balance of five months’ salary. The wording of the clause should make it clear that during a probationary period, the employment may be terminated on specified notice which is often shorter than the notice required to terminate the contract after the probationary period has ended.

Court rulings As explained above, an employee does not have the requisite service to claim for unfair dismissal during a probationary period when the length of service is less than 12 months.

Employers were made aware of a decision which was made by the High Court to grant an injunction in the case of Donal O’Donovan -v- Over-C-Technology Limited. This case was in respect of a probationary dismissal in absence of fair procedures as per the company’s disciplinary procedure.

The Court of Appeal has restored our understanding of probationary processes by issuing a decision to overturn the previous ruling that fair procedures must apply as the dismissal occurred as a result of poor performance, not misconduct.

Notwithstanding the above restoration, an important learning for employment contracts has emerged in that Mr. O’Donovan’s contract of employment contained a clause that allowed for the termination of the contract for no reason during his probation. Therefore, prudent employers will now be looking at their contracts to ensure this clause is updated accordingly to include this terminology.

Maintaining good HR practices Termination of a contract is permitted for poor performance during the probation period. However, it would be vital that employers continue to adhere to good HR practices.

This includes meeting the employee regularly, providing constructive feedback, re-training and any other additional supports to ensure the employee has been given every opportunity to get to the standard expected by the company.

Underperforming employees should be informed that failure to improve may result in termination of employment on the grounds of failing to pass their probation. Good documentation practices should be adhered to, in order to protect the company from any other possible routes of redress for the employee.

Once these elements have been met and the employee has continued to fail to reach the standard required of them by the business, they should be invited to a final probationary review meeting where the termination of employment may be communicated. This invite should include that the potential outcome of the meeting may result in termination of employment. ■

More

GAA

than you can handle

Our top team of writers have all the angles covered. Bringing you their expert analysis from the GAA Championship. Pick up a copy of the Irish Independent, Sunday Independent or read online at independent.ie.

32

ADVISOR: Recruitment

An emotionally intelligent workplace BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

“One way that managers increase their awareness of what their people are doing well is to spend more time working with them; managers must be engaged with their employees,” writes Barry Whelan

In today’s challenging workplace, cultivating emotional intelligence can seem overwhelming, but the rewards are well worth the effort, writes Excel Recruitment’s Barry Whelan

B

y now, the majority of leaders have heard of emotional intelligence and seem to have bought into the idea that it is important to have it in their organisations. Emotional intelligence is the trait that employers are valuing more over the traditional IQ (intelligence quotient) and technical skills in the modern workplace.

Research by Talent Smart found EQ to be the strongest indicator of performance in the workplace.

Yet with all the challenges faced by leaders in today’s rapidly changing workplace, the idea of building emotional intelligence can seem overwhelming.

Doing things right Ken Blanchard, author of the famous The One Minute Manager, recently updated his classic book. Although major changes have come about due to technological advances, the one thing that remains the same is his advice to catch people doing things right. It is a simple idea, but it has profound implications. Managers who engage in relentless fault-finding cannot help but lead to a culture of negativity and employee churn.

Managers who celebrate small acts of kindness and who reward moments of connection give everyone permission to enjoy a positive workplace.

When you want to have an

ShelfLife July 2021 | www.shelflife.ie

emotionally intelligent workplace, improving your merit recognition process is the one thing that you need to concentrate on.

One size does not fit all When it comes to giving recognition and appreciation, one size does not fit all! For instance, many organisations have a staff appreciation day where everyone is involved.

The hardest working, most creative high performer receives the same recognition as the employee who is just there to receive a salary. This approach can breed mediocrity and even resentment from those who feel they are going above and beyond and giving their all for the organisation.

Recognising employees based on their merits and as individuals requires time, effort, and commitment from managers. One way that managers increase their awareness of what their people are doing well is to spend more time working with them; managers must be engaged with their employees.

This is what makes managers leaders.

While managers do better with tasks, leaders inspire employees.

The best people to do this are the managers who have staff reporting directly to them, since they are in the best position to know the actual work that the person is responsible for. While this takes time away from other tasks, it’s well worth the effort.

Employees learn to respect and appreciate managers who are willing to step up and keep themselves involved in their everyday work.

What to watch for?

Make an ongoing commitment to find people doing something right.

There will be times when leaders have to point out to their people that they need to change something.

The problem is that staff will get the impression that they receive attention only when they do something wrong.

The important thing is to continually look for ways to give people positive feedback. According to recent research

by Gallup, high-performance teams get five times more positive feedback than negative. That is well worth keeping in mind when it comes time for doling out feedback of any kind.

Everyone loves to be appreciated and recognised. When staff see that happening to them and around them, they quickly pick up that this is a healthy, supportive workplace.

Feeling better about themselves and their colleagues, they put in more discretionary effort, resulting in higher performance for the organisation. Discretionary effort is the work employees give above and beyond, and this is priceless for the culture. As an added benefit, this leads to less turnover and a decrease in the cost of recruiting and bringing new staff on board. Witnessing recognition being a serious focus of the organisation also increases the number of employees turning their attention to recognising each other.

Recognition from the top Those who are looking to be promoted and move up in the company will be more aware that their actions in recognising colleagues will be among the considerations. In this way, recognition from the top will spiral and lead to an increase across the organisation. While it will still be necessary to catch mistakes and correct them, it will become known that catching someone doing something right is what will be encouraged and rewarded within the organisation.

Altogether, this will make for a happier, more engaged workplace while the organisation gains a reputation for being a good place to work. Culture is the internal brand that ultimately affects the external brand of the company, its services, and its products. ■

SpaceTo

SpaceTo bring your brand to life

SpeceTo is a brand new broadcast standard, high-resolution digital LED video studio with full streaming capabilities. Our high-resolution digital wall allows unlimited creative options that can bring your brand or product to life.

Located conveniently on Haddington Road in the heart of Dublin 4.

Why not drop in to have a look around and discuss your video production needs?

Simply email info@spaceto.ie now to arrange an appointment.

Address: Top Floor, Two Haddington Buildings, 20-38 Haddington Road, Dublin 4, D04 HE94. www.spaceto.ie | info@spaceto.ie | 00353 1 2560800

34 NOFFLA NEWS

www.noffla.ie

More at 64!

Gerard Maguire is the co-owner with Anthony Robineau of 64wine, in Glasthule, Dublin, which earlier this year was named The Peroni Nastro Food Retailer Off-Licence of the Year 2021. Here, he explains some of the factors that set 64wine apart from the competition

Award sponsored by Peroni Nastro

The team at 64wine pride themselves on excellent customer service

STORE PROFILE 64wine, 64 Glasthule Road, Glasthule, Dunlaoghaire, Co. Dublin.

Size: 180 square metres Staff: 12 Opening hours: Seven days a week 9am-6pm 9am-9pm (Friday-Saturday)

64wine is an unusual business as it is a blend of retail wine store, delicatessen, wine bar and café. When the Covid virus took hold in March 2020, unfortunately 64wine was forced to layoff 12 staff who were involved in the restaurant/café element of the business.

The entire dining area was removed, which resulted in a substantial increase in floor area.

As Gerard Maguire, co-owner of 64wine

With a superb selection of wines from around the world, 64wine always strives to deliver an enjoyable shopping experience. The store now boasts a wider range of foodie treats from Irish suppliers

ShelfLife July 2021 | www.shelflife.ie

with Anthony Robineau, explains: “We noticed very quickly that our customers were looking to avoid shopping in supermarkets and were looking for high quality food products to replace dining out with convenient but quality dining-in. Wine sales changed too.

The customer wanted to experiment more and know more about the products we were selling.” >>

64wine stocks a wide range of quality food products including Iberico ham from Piedro Nieto in Spain, which now has a very significant following in the village

NOFFLA NEWS

35

www.noffla.ie chocolates from Skelligs and Lorge and more recently my favourite ice-cream from Scup Gelato from Wexford. Nastja also linked up with a supplier of Iberico ham from Spain called Piedro Nieto. This product now has a very significant following in the village.

“My co-owner, Anthony Robineau, and I were really shocked to win the award for best Food Retailer Off-Licence in 2021 but in a way, not totally surprised as we knew that Nastja had curated a range of the very best food products around.”

Objective feedback “The award from NOffLA means a lot to us for several reasons,” he continues. “Not only are you being judged by your peers but you are being judged in a most professional, transparent and thorough way. The feedback we receive each year forms part of our strategy for the following year. It allows us an opportunity to get objective critical feedback from fellow professionals. Too often we operate in a vacuum; too often we fail to see our own weaknesses but these awards force us to look more closely at ourselves.”

Staff member Sophie Walsh

>>

Sourcing the best food The business appointed assistant manager, Nastja Novak who is from Croatia, and Rebecca Sepehr to take on the responsibility of meeting with suppliers and sourcing the best products that the team felt worked well with the core business of wine retail. They identified a keen interest amongst customers to support local Irish food producers. So while the store stocks a lot of Italian and Spanish charcuterie and pasta products, they focused on Irish suppliers.

“We now carry a wide range of products,” says Maguire, “but the most popular include the Wooded Pig charcuterie from Co Meath, Corleggy cheese from Co Cavan, Frank Hedderman’s smoked salmon from Cork, Fermoy Natural cheese, Irish handmade

My favourite Nasser Al Qadi is a real fan of Mitchell & Son’s Yellow Spot

Emerging from pandemic Overall, the business is optimistic about the future, despite the challenges posed by the Covid-19 pandemic. “We are slowly emerging from the harsher impacts of the Covid virus but we are emerging into a new world for staff and consumers,” says Maguire.

“Businesses have to adapt and become more agile. Face to face retailing is being challenged very significantly as is the way the consumer shops.

“We look forward to the next year with optimism and a sprinkling of trepidation.”

“Thank you NOffLA for keeping us on our toes!”

Social media Across the industry, social media is becoming increasingly important as a marketing tool for many independent retailers and 64wine is no different in this regard. “The question of social media is a tricky one,” says Maguire.

“It is a vital tool for communicating with your customers but great care is needed in those communications. The goal is to try to control the messaging and keep it relevant and on brand, which is not always possible.

The consumer is now much more mobile, has access to much more information, is more vocal about their opinions and ultimately, more transient. Customer service and quality are increasingly important and businesses have become increasingly vulnerable to consumer chat and comments on the social media forums. Social media empowers both the user and the consumer of the information.”

Assistant manager Nastja Novak has curated a range of the very best food products around

Nasser Al Qadi of Carryout Off-Licence, The Square, Newcastle West Co. Limerick, highlights his favourite spicy whiskey

My favourite whiskey by far is the Yellow Spot which is a member of a family of “bonded” Irish whiskies produced by Irish Distillers for an independent wine merchant in Ireland, Mitchell & Son, of Dublin.

While enjoying drinking a shot of it, I definitely experience some of its sophisticated characteristics such as the light caramel, vanilla and honeysuckle notes; alongside its fresh dried apricots, peaches, and a touch of fresh cherries.

Spicier than I expected, with the wood

spice upfront (especially the cloves), as well as black pepper. However, caramel, vanilla and honey deliver some sweetness.

A faint lingering sweetness for sure, but I find the oaky notes dominate, with a mild woody bitterness. The classic Irish pot still “greasiness” shows up at the end.

A bit of water really helps here, restoring a more typical Irish whiskey sweetness, and taming the mouth burn and bitterness on the finish. Highly recommend you add a few drops! ■

www.shelflife.ie | ShelfLife July 2021

Personal Care

Vegan

Back to School

36 CATEGORY FOCUS Back to School

Back to school As back to school season rolls around once again, make sure you are fully prepared and ready for the new year with a variety of convenient and healthy lunchbox options for timepressured parents, writes Julia O’Reilly

H

ealth and nutrition, convenient packaging and value-for-money are all key considerations for time-pressured parents when packing the all-important school lunchbox. It won’t be long until the new term rolls around again, which means products that tick those boxes will once again be in high demand.

Expensive textbooks and uniforms make the back-to-school period a costly time for parents. In fact, 27% or parents have found themselves in debt to cover back to school costs for their children. This is according to a survey of 948 parents of school-going children by i-Reach Insights for the Irish League of Credit Unions (ICLU). It found the average debt parents find themselves in to cover the costs of going back to school is

€397, with parents now spending around €1,467 per secondary school child (up €68) and €1,123 per primary school child (up €174).

With so many payments to make, securing value for money at the start of the school year is crucial for parents.

As well as keeping costs low, these days parents want nutritious, brain-boosting foods to help their child get the most out of their school day. Parents have high nutritional expectations when it comes to feeding their children. And for good reason. With child obesity on the rise, Irish parents are paying close attention to what they put on their children’s plates. Levels of sugar, salt and fat in products which target children are under scrutiny. Many brands have responded to this interest by producing healthier alternatives

to traditional sweet and savoury products.

The brands commanding attention reassure parents of the nutritional and natural value of their products. A Euromonitor report published in January 2021 found that a rising number of consumers in Ireland have been looking to reduce their fat, salt and sugar intake.

The start of a new school term in September is often when parents try out new brands and innovations. If they prove a hit, these products often end up becoming repeat purchases in kids’ lunchboxes throughout the academic year. Retailers must ensure they have all their bases covered when it comes to lunchbox fillers, which is why ShelfLife is taking a closer look at the category this month.

Take your best shot!

With the back-to-school period just around the corner, Actimel has launched a new Actimel for Kids beverage in two delicious flavours, Strawberry Banana and Peach.

Every shot of Actimel is bursting with 10 billion l.casei cultures. Actimel for Kids is rich in vitamins B6 and D to help support the normal function of the immune system and a source of calcium. Consumers can enjoy Actimel as part of a healthy diet and lifestyle; just shake it up and drink it down and give the day your best shot!

A new lunchbox hero, the launch comes at a time when consumers’ awareness and knowledge around immune support has increased.

The Actimel brand that has always been famous for supporting the immune system has experienced phenomenal growth over the last year. Actimel has achieved value growth of +12% MAT with the 12-pack Actimel format seeing growth of +24% as people trade up to stock more Actimel in their fridge*. *(Source: MAT Nielsen up to 25 May 2021)

Kids will love the playful, colourful packs of the new Actimel for Kids drinks

ShelfLife July 2021 | www.shelflife.ie

“The most popular items in Irish kids’ lunchboxes are still kids’ yoghurt and grapes, just like preCovid” - Shopper Intelligence

IMMUNE SUPPORT

*

FOR YOUR

TRY

NEW

SOURCE OF CALCIUM *Contains vitamin D which contributes to the normal function of the immune system in children.

Personal Care

Vegan

Back to School

38 CATEGORY FOCUS Back to School

On a roll Cuisine de France, the number one producer of French bread and pastries, recently relaunched the new and improved Le Parisien baguette and the Le Demi roll. Sticking to its unique and original recipe, Cuisine de France has refined the recipe to give consumers that perfect baguette, like they’ve just walked out of a boulangerie!

Keeping true to its original ingredients, Cuisine de France has perfected the bread’s golden brown, crispy crust and unmistakable light, fluffy velvet centre.

Now that summer is over, it might be time for parents to dust down the lunch boxes and start thinking about going back to school again. For those who are wondering how to fill the lunch box; everyone loves crusty, delicious French bread from Cuisine de France.

Whether simply served with ham, lashings of good Irish butter or dressed up with some cheese, tomato, and cucumber, there are so many ways to fill that lunch box.

Cuisine de France recently relaunched the new and improved Le Parisien baguette and the Le Demi roll

Quality chocolate on the go Ferrero is reinvigorating the chocolate biscuit category with the launch of a new hazelnut and milk chocolate biscuit bar, Duplo. The biscuit bar features two delicate layers of crispy wafer, sandwiched between a smooth hazelnut centre and coated in delicious milk chocolate, and looks to capitalise on the success of Ferrero’s previous biscuit brands – Nutella B-Ready and Nutella Biscuits. At 100 kcals each and individually wrapped, Duplo is a tasty on-the-go treat for any time of the day.

Thanks to Ferrero’s heritage and expertise in creating high-quality chocolate, Duplo enters the category as a more premium option when compared to current products available. This

At 100 kcals each and individually wrapped, Duplo is a delicious on-the-go treat for any time of the day

ShelfLife July 2021 | www.shelflife.ie

“Parents have new favourites, too. Crackers and crispbreads and cereal bars/breakfast biscuits are now in more kids’ lunchboxes than before” Shopper Intelligence is evidenced by Duplo being a best seller in Germany since its launch in 1964, with early consumer testing in the UK and Ireland showing a wide appeal across age groups, particularly amongst adults aged 24-45, due to its distinctive nutty taste and flavour, and its creamy texture.

Levi Boorer, customer development director at Ferrero, said: “The initial positive consumer response already shows a strong opportunity for retailers to shake up their chocolate biscuit fixture with this new launch. The varied product formats and pack sizes give Duplo appeal across a number of different shopper missions, both enabling retailers to offer something new as on-the-go purchases return, as well as larger multipacks that allow people to manage their treating ahead of time and around the working week. Duplo is perfect for shoppers wanting to enjoy the treat at home or on-the-go.”

Duplo is available in a variety of pack formats across supermarkets now, and to help drive awareness of the launch Ferrero is running a multi-media campaign spanning print and digital media. In addition to this, POS units are also available for retailers that wish to create some in-store theatre and excitement around the launch.

Kellogg’s new on-pack promotion will bring a little magic to the breakfast table for all ages

Personal touch Kellogg is getting personal with its latest on-pack promotion, which offers consumers the chance to create their own personalised cereal box sleeve. The new initiative is sure to surprise and delight cereal fans of all ages by bringing some magic to the breakfast table.

With summer drawing to a close and fresh starts coming in September, the new on-pack promotion is here to bring a smile to shoppers and their loved one’s mornings.

All consumers need to do to become the star of their own cereal box, is to simply pick up two promotional packs of Coco Pops, Rice Krispies, Corn Flakes and W.K Kellogg

by Kids and enter the unique code inside into www.kelloggs.com/personalisedsleeves >>

What's in Irish kids' Lunchbox?

TOP 10 PRODUCTS FOR THE OCCASION

2020 pre-Covid

2021

1 Kids' Yoghurts

1 Kids' Yoghurts

2 Grapes

2 Grapes

3 Wrapped Rolls/Sandwich Alts

3 Crackers/Crispbreads

4 Apples & Pear

4 Apples & Pear

5 Cooked Meats

5 Berries & Cherries

6 Bananas

6 Wrapped Bread

7 Pre-Packaged Cheese

7 Cereal Bars/Breakfast Bisc.

8 Stone Fruits

8 Deli Meat/Savoury

9 Citrus Fruits

9 Wrapped Rolls/Sandwich Alts

10 Butter/Spread/Margarine

10 Citrus Fruit

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021.

Shopper insights available for 127 FMCG categories in 2021

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

Personal Care

Vegan

Back to School

40 CATEGORY FOCUS Back to School >> and create their own personalised cereal box cover. Consumers can then choose from their favourite cereal, a selection of fun facts like favourite colour, hobbies and more that best describe them or their loved one to really bring the personalisation to life. Finally, they just need to upload a great picture that will be proudly displayed on the breakfast table.

The promotion is open from 19 July to 28 November and will make the perfect memento to mark back to school or college, or a new routine*. *(UK, ROI, and MT only. 18+ only. From 19.07.21 to 28.11.21.

Personalised Box Cover recipients must be aged 6+ (18+ for Crunchy Nut). For terms and conditions, see back of pack)

Reach for the stars Newspread’s stationery business, Reach Stationery is a leading supplier of stationery lines to retail, office, home, and school. Reach boasts an extensive range of market-leading brands including Supreme, BIC, Staedtler, Crayola, Aisling, Stabilo, Tippex, Sellotape and more. Reach offers competitive pricing with next day delivery and ease of online ordering.

From school bags to staplers, calculators to copy books and maths sets to multicolour pens, Reach Stationery has everything shoppers need to cater for primary, secondary and third level students. Reach Stationery also

Boasting an extensive range of marketleading brands, Reach Stationery has everything you need to cater for primary, secondary and third level students

offers great prices on copier paper, till and Visa roll all year round.

To view the full range offered by Reach Stationery, go to www.reachstationery.ie. If you don’t already have an account, the online account set-up process is simple, enabling you to start shopping right away.

“Apples, pears and citrus fruits remain in the top 10 products within Irish kids’ lunchboxes” - Shopper Intelligence

Reach Stationery offers competitive pricing, with next day delivery and online ordering

Support your immune system This summer, MiWadi is delighted to announce that every bottle of its 0% Sugar range is now fortified with Vitamin D, which supports families’ immune systems.

Vitamin D is an important part of our diets as it helps support general health, growth, and development, but it can be difficult to achieve the recommended daily intake of 5 µg. It has been reported that Vitamin D deficiency is very prevalent in Ireland.* MiWadi makes the water that everyone needs to drink each day extra delicious and refreshing. The brand’s 0% Sugar range contains no more than five calories per glass and is available in four fruity flavours: Orange, Apple & Pear, Apple Berry and Blackcurrant.

The Irish brand has continued to grow from strength to strength in the marketplace. From humble beginnings in 1927, MiWadi has been a fruity and flavoursome part of childhood in Ireland for 94 years and has always remained relevant to Irish families with a wide range of flavours in its Regular, No Added Sugar, 0% Sugar and Drops ranges. MiWadi is still produced in Dublin to this day.

MiWadi continues to grow year-on-year maintaining its number one position in the squash category**.

MiWadi 0% Sugar is now fortified with Vitamin D

ShelfLife July 2021 | www.shelflife.ie

*(Source: Department of Health Article Reporting on Vitamin D Deficiency in Ireland, April 2020) **(Nielsen Value Share MAT Total Squash Category May 2021)

Personal Care

Vegan

Back to School

42 CATEGORY FOCUS Back to School

Yazoo Kids fits perfectly in a lunchbox and lasts all day out of the fridge

Refreshing treat!

Flavoured milk drink Yazoo has continued to meet consumer demand for taste, which remains a key factor when purchasing flavoured milk.

Health is the other great purchase driver, and Yazoo recently reduced the added sugar in its core range by 20% along with relaunching its Yazoo Kids no added sugar and no artificial sweeteners range. With its calcium, protein, and Vitamin B12 health

credentials, and containing the same natural sugar levels as a semi-skimmed glass of milk, it is an essential product in any healthier eating and drinking offering.

Back to school is a key occasion for milk drinks. Available in Strawberry, Banana and Chocolate 200ml bottles, Yazoo Kids fits perfectly in a lunchbox and lasts all day out of the fridge. With just enough yummy milk to settle rumbling tummies, Yazoo Kids is a perfect refreshing treat.

Yazoo Kids is excited to launch a digital marketing campaign in the summer months across Facebook and YouTube, highlighting its on-pack promotion and partnership with Universal’s Minions. The Minions unmissable character design will have great shelf impact and is sure to attract families to the Kids range throughout the duration of the promotion.

GM Marketing is delighted to be Yazoo’s new distribution partner in Ireland. With a focus on core grocery categories and a continuously growing team, GM Marketing collaborates with partners to build impactful brand presence across Ireland and the UK. With over 21 years of building brands, the Belfast-based company can be contacted for further information and stockist enquiries across the Yazoo range. ■

“Sandwich ingredients (butter/ margarine and pre-packaged cheese) are less often used for the children’s lunchbox occasion” - Shopper Intelligence

The Minions unmissable character design will be sure to attract families to the Yazoo Kids range

FOOD FOCUS

Moy Park breaks the ice in new deal In a first for the company, Moy Park has secured a deal with Iceland Ireland to supply 12 of its branded products to 27 of the retailer’s stores across the Republic of Ireland.

The new lines incorporate BBQ and coated chicken products, including Moy Park’s signature garlic and herb kievs, southern fried mini fillets and Cajun chicken sizzlers, as well as ready to eat roast chicken breast fillets.

Emma Murphy from Iceland Ireland said the new partnership with Moy Park fits in with the retailer’s longstanding commitment to supporting local suppliers across the island of Ireland.

“Currently, we are working with over 70 local suppliers and farmers across our 27 Republic of Ireland stores,” Murphy said.

“It’s fantastic news for the business and the Moy Park brand,” added Estelle Robinson, commercial manager at Moy Park.

“These new listings with Iceland will give more people the chance to try our range of branded lines, possibly for the first time, and we’re confident they will become weekly shopping staples,” she said.

National Brown Bread Baking Competition sponsored by Aldi is back for 2021!

Aldi will once again sponsor The National Brown Bread Baking Competition, in association with the National Ploughing Association (NPA) and the Irish Countrywomen’s Association (ICA).

The competition will be open to all members of the public (over 18).

National Ploughing Association (NPA) All entrants will be asked to drop managing director Anna May McHugh said off their freshly baked bread at one interest in the competition grows every of the following Aldi stores on the year and the standard is escalating prescribed date: Wednesday, 4 August 09:00 - 11:00 Aldi Head Office Naas, Newbridge Road, Naas, Co. Kildare, W91 VE40.

Aldi Swords, 10 Seatown Rd, Townparks, Swords, Co. Dublin, K67 V2N7.

Aldi Athlone, Golden Island, Ankers Bower, Athlone, Co. Westmeath N37 FC04.

Wednesday, 11 August 09:00 - 11:00 Aldi Macroom, Oakwood, Sleveen East, Macroom, Co. Cork, P12 ER89.

Aldi, Newcastle West, Co. Limerick, V42 KD35.

Aldi, Main Street, Gort, Co. Galway, H91 PV44.

Wednesday, 18 August 09:00 - 11:00 Aldi New Ross, Marshmeadows, New Ross, Co. Wexford, Y34 NP48.

Aldi Castlebar, Lannagh Rd, Garryduff, Castlebar, Co. Mayo, F23 TV29.

Aldi Cavan, Dublin Rd, Tullymongan Upper, Cavan, H91PK29.

Estelle Robinson, commercial manager at Moy Park and Emma Murphy from Iceland Ireland

ShelfLife July 2021 | www.shelflife.ie

All successful entrants will be contacted on 20 August, to attend the finals, due to take place on 10 September in Howth Castle Cookery School, with the winner then announced on 17 September.

Log onto www.aldi.ie/brown-bread-competition or www.ica.ie for information on how to enter, full terms and conditions and competition rules.

The winner’s brown bread will be stocked in all Aldi Stores in Ireland for 12 months and they will receive a grand prize of €15,000. ■

Contact GM Marketing for more information www.gmmarketing.co.uk A +44 (0)28 9026 7080

44 INTERVIEW

Cooking up a storm Gavin Cassidy and Eoin Lennon first met as mature students studying culinary arts at TU Dublin Tallaght

A

blueprint for a new way to harvest our seas that can create meaningful jobs while simultaneously combatting climate change”. That’s how Forbes describes ‘Eat Like A Fish’ by Bren Smith - a fascinating read outlining the possibilities of ‘farming the ocean’ through regenerative ocean agriculture.

Unsurprisingly, the book has proved popular with a fair few chefs such as René Redzepi, of Copenhagen’s Restaurant Noma, who reckons “seaweed is the food of the future; it’s a powerhouse of nutrition and holds a world of untapped flavour and deliciousness”.

Here in Ireland, we have our own innovative chefs who are making the most of seaweed’s potential. Gavin Cassidy and Eoin Lennon are professional chefs with over 50 years’ combined experience in all aspects of the catering industry including training at 2 Star Michelin level. The duo’s Porter & Nash range of sauces, currently available in three flavour combinations, blend fresh Co. Wicklow vegetables, herbs and spices, with seaweed from the West of Ireland. The latter “adds amazing umami depth to the flavour of our gravies, as well as adding real health benefits,” Gavin Cassidy tells ShelfLife. “

The brainchild of professional chefs Gavin Cassidy and Eoin Lennon, the idea for the Porter & Nash range was first sparked through a module in new product development during their culinary arts degree at TU Dublin Tallaght, and it’s been a whirlwind adventure for the duo since

they could incorporate this ingredient into their range. “We researched it and we found that it’s full of antioxidants, it has more dense nutrients than any land vegetable,” Cassidy notes. “One of the complexities with using seaweed in a product is its marine flavour.

The Marine Institute has researched flavours of seaweed and all the different types and one thing I think everyone agrees on is that you can’t get that marine flavour out of seaweed so what we try to do is we marry that marine flavour with other ingredients so it enhances the flavour of the those ingredients and also brings that savoury umami flavour. We use that to add an extra depth of flavour to our products, as well as having the antioxidants which helps us to preserve them.”

Appealing to all While the plant-based range is ideal for vegan and vegetarian customers, Cassidy is keen to stress that this is a product suitable for everyone, and not just those who practice strict veganism. “It is a flexitarian product,” says Cassidy. “It’s giving the vegan a choice that when they buy vegan products and they’re looking for a sauce or a gravy to go with them, we have that for them, but it’s also a great cooking sauce for meat eaters and goes well with fish too. We’re not limiting our products to that market; one, obviously because it’s a [relatively] small market and two, that our product can be used with all different cuisines and diets and that’s what we’re trying to get across. It’s fat free, gluten free, low in sugar

Umami “Irish seaweed is probably the best in the world,” he continues. “All along the West Coast of Ireland from West Cork to Donegal, you get first-class seaweed and it’s all produced by small producers. It’s a sustainable product; it’s not used enough in cooking and it has been used for thousands of years in Irish cuisine but that’s now been lost.”

As such, the duo were keen to look into how ShelfLife July 2021 | www.shelflife.ie

A former member of the SuperValu Food Academy programme, Porter & Nash products are now available in more than 110 stores across Ireland, including Dunnes Stores, SuperValu and independent retail outlets

INTERVIEW 45

and low in salt so people on specialised diets can use them, such as bodybuilders who want to build up muscle mass with protein instead of carbs in their diet. A lot of their dishes would be dry like poached chicken and grilled chicken with no sauces, so we have a sauce that they can actually manipulate into any diet dishes as well.”

Culinary exploration With years of experience under their belts, Cassidy and business partner Eoin Lennon are something of a dream team when it comes to this kind of innovation. Cassidy first completed a full-time City and Guilds chef course in Cathal Brugha Street Catering College, Dublin, between 1988 and 1990 and 30 years years later, returned to college to obtain a degree in culinary arts at TU Dublin Tallaght. His varied experience saw him head to Australia in the nineties where he worked at a number of five star hotels and resorts, including the Ramada Renaissance at Pitt Street, Sydney (now Marriott Hotel), the Fairmont Resort in the Blue Mountains, and the truly blissful sounding Mild Shores resort on an island off the East Coast where seaplanes would land with guests and Cassidy himself lived in a fabulous log cabin on the lake.

Australia was also an ideal place for culinary exploration at the time, according to Cassidy.

“I always wanted to travel and obviously as a chef, you need to travel to see different cuisines. Australia at the time - this was back in 93/94 - was a food destination. Fusion food was all the trend and with Australia being so multicultural, and diverse and selfsufficient in all their foods, you don’t have to import anything to Australia, most foods can be grown or harvested or bred on the land, so it was a good experience. Obviously, you meet different chefs from different parts of the world bringing their own techniques and using different ingredients so it was a way of learning and of educating yourself as a chef to travel around Australia and work in different establishments like hotels and restaurants.”

Chef Gavin Cassidy says “the hardest part in most dishes is to finish it with a sauce”

seen demand for our gourmet sauces grow as consumers experiment more in the kitchen and test their taste buds.”

Shoppers certainly won’t be stuck for cooking suggestions, with two experienced chefs at the helm of the business. “We have recipe leaflets on the stands in Cornelscourt and Sandyford to help people utilise the product in different ways. We have our cookbook, and every week we post a different recipe on Instagram and Facebook to show people how versatile the products are. Our products are not a powdered product, Ireland grew up with a powdered product so these are different and they taste different, we try to bring it as close to what the French would call a jus, which would be meatbased. We try to bring it as close to that by just using plant-based ingredients which is quite difficult. However, we think we have achieved it and all the products help people to cook. The hardest part in most dishes is to finish it with a sauce or to incorporate the sauce into the dish.

Now we have the sauce finished for you; so you can easily incorporate it into different dishes and we’re giving you the ideas because we have the website and cookbook and we’re posting every week.”

Sales performance

Expansion plans

Currently, Porter & Nash gravy and cooking sauces are available in a select number of Dunnes Stores, SuperValu, Fresh and other independent retailers, distributed by Allegro.

Speaking of the latest deal with Dunnes Stores, where the products are currently stocked in some flagship stores, Cassidy says, “they are going well, people are recognising them, we have the free-standing stands in the stores which was great for the managers as it gives that boost of recognition, so so far, so good”. We’re delighted to be with Allegro, their reps are really good, they have plenty of reps around the country and they give us that opportunity to grow. Since Covid-19 swept Ireland, with increasing numbers of Irish people cooking from home, we have

With the products currently performing well in stores across Ireland, the next step for the duo is exploring the export market. “We have

The Porter & Nash range is currently available in three variants - Original Gravy with roasted root vegetables, Slow Roasted Garlic & Thyme Sauce and Carmelised Onion & Balsamic Sauce

been in talks with some companies in the States; we’re working with the World Trade Centre Dublin who actually got in touch with us so we’re working with them and now we’re trying to find ways into the US market.”

An important advantage for the Porter & Nash products in this regard is that their range has a good shelflife without containing any preservative, so the next step is working out the costs with a fine tooth comb. “Getting it into the United States, there’s a lot of paperwork to do, a lot of box ticking, and a lot of research into costs to see obviously if it’s viable,” he says. “There’s no point in putting it on a shelf over there if it’s going to be very expensive and nobody’s going to buy it. But what we have going for it in the likes of the US market is that it’s an Irish product that uses Irish ingredients and we have the worldrenowned Irish seaweed in it.”

The company has also registered with the German Irish Chamber of Commerce, with an eye on European exports. Like all businesses, Covid has majorly affected Porter & Nash’s plans. “We were planning to get into the foodservice market, but obviously, that could be some way out before anybody gets back to a profitable business within foodservice. We had also looked at the UK and we obviously saw Brexit was coming, so we realised Brexit could be a headache if we launch into the UK market before Brexit is actually implemented so we waited and we’re still waiting because there are a few problems with exports and imports from the UK. We’re waiting until all that has been resolved by other companies and to see which way we can go, but definitely the UK market is one of our targets.”

In terms of new products in the pipeline, the duo are continually experimenting, with contenders including a potential BBQ sauce and a creamy sauce which would be as fat free as they can possibly make it. With plenty of plans bubbling away nicely, Porter & Nash are definitely one to watch in a hot market. ■ www.shelflife.ie | ShelfLife July 2021

Personal Care

Vegan

Back to School

46 CATEGORY FOCUS Vegan

Living on the veg!

With the main greenhouse gas CO2 reaching record levels last year of 417 parts per million, a growing number of consumers are looking for more sustainable options to counteract the environmental impact of the meat industry, whether they’re flexitarians, vegans or meat-eaters

A

s more Irish consumers consider the impact of food they eat on the planet, many have started to embrace plantbased diets. Whether consumers make the switch out of health, animal or environmental concern, the fact remains that having an enticing in-store vegan range has never been more essential.

While Bord Bia estimated that 8% of the

Alpro MyCuppa is the first plant-based product that performs like semi-skimmed milk in tea

A perfect cuppa Did you know, we Irish are the heaviest tea drinkers per capita in the world*, averaging five cups per day, with many people drinking even more. However, the great Irish tea drinker has been left behind in the plant-based revolution, until now. Alpro has launched a total game changer, Alpro MyCuppa, the one and only plant-based product that performs like semi-skimmed milk in tea, meaning one thing, no curdling!

Working hard with tea-lovers and teaexperts alike, Alpro developed MyCuppa

ShelfLife July 2021 | www.shelflife.ie

Irish population were vegetarian and another 2% vegan in 2018, the appetite for vegan foods is greater than veganism itself. Indeed, Euromonitor’s recent Health and Nutrition Survey found that flexitarians account for 42% of global consumers, while 92% of plant-based meals consumed in the UK in 2018 were eaten by non-vegans.

To meet the demand in a fast-growing

market, many food producers have developed exciting plant-based products.

In 2019, Mintel research reported that the term ‘vegan’ was the third fastest growing on-pack claim for food and drink launches over the last five years. Here, we take a closer look at some of the brands driving the latest innovations within this in-demand category.

specifically for the Irish tea drinker, delivering a cuppa that is 100% plant-based, low in sugars, and made with sustainably sourced soya.

Alpro MyCuppa ticks all the boxes when it comes to colour, texture, and flavour. That tannin tartness consumers find when mixing plant-based options with tea is gone and MyCuppa allows everyone to get the perfect colour to their cuppa, while letting the flavour of tea truly shine through, and it’s just creamy enough to let the taste linger for longer.

If that wasn’t enough. Alpro MyCuppa will be available in smaller, perfectly-portionedfor-tea 750ml cartons containing 25 x 30ml serves – or slightly more for those who are a ‘just a drop!’ kind of tea drinker.

Alpro MyCuppa is currently stocked at Tesco, SuperValu and Dunnes Stores, priced at €2.39.

behaviour around health and the growing trend toward plant-based diets, Flahavan’s is well positioned to cater to the needs of consumers embracing a vegan way of life with its wide range of traditional and organic porridge offerings. Porridge is a simple breakfast solution for vegan consumers – a single-ingredient oat product providing energy, fibre and nutrients to help fuel busy lives.

New product introductions Flahavan’s has recently added two new veganfriendly products to its Granola range – No Added Sugar Raisin, Cashew & Almond and No Added Sugar Strawberry & Almond. High in fibre and providing a source of energy, these new granolas are packed full of real fruit pieces, nuts and seeds as well as Flahavan’s

*(Source: https://www.irishmirror.ie/news/irish-news/sevenfacts-you-didnt-know-14028393)

Oat so tasty!

Flahavan’s is one of Ireland’s most trusted family food brands and has been providing consumers with wholesome, natural oat-based products for seven generations. Based in Kilmacthomas, Co. Waterford, the company prides itself on the simplicity and consistent quality of its product range which comes not only from its unique milling expertise, but also from sourcing the highest quality oats from local farmers based within 60 miles of its mill.

Recognising changing patterns in consumer

Flahavan’s Granolas are high in fibre and provide a source of energy

Personal Care

Vegan

Back to School

48 CATEGORY FOCUS Vegan

Chocolate & Hazelnut is the newest addition to Flahavan’s vegan-friendly Irish Oaty Flapjacks range

finest Irish oats, toasted to perfection.

The latest addition to Flahavan’s veganfriendly Irish Oaty Flapjacks range is Chocolate & Hazelnut, combining rich Belgian dark chocolate and roasted hazelnut pieces for an indulgent taste experience. Made with over 40% wholegrain oats, each flapjack provides 7% of an individual’s daily fibre requirement, helping fill the energy gap between meals. Other varieties in the range include Original, Choc Chip, Dark Choc & Orange, Cranberry & Orange and Lemon & Poppyseed.

Launched in August 2020, Flahavan’s range of Oat Drinks includes Barista, Vitamin Rich and Organic varieties. Made with Irish oats, the Flahavan’s Oat Drinks range contains no added sugar and offers a deliciously subtle oaty flavour, which has proven extremely popular among Irish consumers of plant-based drinks.

As consumer demand shifts more toward healthy vegan-friendly breakfast, snacking and drink offerings, Flahavan’s says its product range will continue to evolve and expand to cater to this market’s needs. Flahavan’s is a proud member of Love Irish Food.

Unbelievably good Consumer habits are constantly evolving and 2020 saw a continued shift in the grocery industry as more and more people look for meat free alternatives to add to their weekly meal plans. There is a clear trend among Irish consumers who are consuming less

meat in their daily routine for a myriad of reasons. Whether that’s for ethical, health or environmental reasons, among others, the chilled meat free category has increased by +29% year-on-year*.

As experts in meat for 200 years, Denny has always been at the forefront of recognizing emerging trends in the industry and re-imagining products to cater for the needs of customers across the country. 2020 saw Denny embrace the opportunity to expand its range with one of the most significant innovation launches for the brand in recent years, the ‘unbelievable’ Meat Free range. The range originally consisted of chilled sausages, burgers and mince, but in 2021 Denny expanded into frozen Sausages and Burgers, as well as launching a Meat Free Pudding and Bacon product also.

The products have been developed with soya protein, coconut oil and the famous Henry Denny signature seasoning ensuring that the range delivers on the great and delicious taste of Denny. Despite being new in the meat free space, Denny is a category leader and the fastest growing meat free brand in Ireland**.

The Denny Meat Free range is available nationwide. Prices range from €2.50 - €3.50 (RRP).

• Over 60 products sold nationwide in SuperValu and Centra Stores • An online e-learning business with seven health and lifestyle-based courses which have seen over 50,000 participants from over 70 different countries • An online community of well over 1 million followers • Five bestselling cookbooks published across Ireland, the UK and the Netherlands.

In 2019, The Happy Pear entered into a partnership with the Musgrave Group.

Musgrave and The Happy Pear are expanding and developing an extensive range of new products making plant-based eating more accessible to all. This collaboration has allowed The Happy Pear to continue to spread the good word and do great things with their cafes, cook books and online courses, while still finding time to inspire consumers with wholesome, great tasting food that is centred around healthy eating and sustainability.

Jack up mealtimes!

*(Source: Euromonitor ROI - 2019-2020). **(Source: Dunnhumby ROI data up to 29/10/2020)

Spreading happiness Since The Happy Pear’s humble beginnings in 2004, David and Stephen Flynn set out on a mission to inspire people to make their lives better, by eating more veg and having fun and since then the business has greatly expanded.

The Happy Pear business now employs over 70 people and has grown into one of the most vibrant and renowned plant-based businesses on the Irish market; with award-winning products exclusively available in SuperValu and Centra stores nationwide.

The plant-based food phenomenon and Irish business success story now comprises of: • Two wholefood cafés/food stores and a coffee roastery • A sprout farm producing wheatgrass, healthy living organic sprouts and microgreens • A food manufacturing and distribution business

Jacked-Up is an exciting new plant-based range of jackfruit dishes that make mealtimes easier, healthier and tastier

Jacked-Up has created three tasty vegan products full of flavour that will allow consumers to enjoy nutritious jackfruit in all its glory. These jackfruit products contain nothing but jacked-up tasty goodness packed full of nutrition, low in sugar and calories and with the additional benefit of being similar in taste and texture to a recognisable food - pulled pork - making it the ultimate meat replacement.

Jacked-Up was the brainchild of business partners Gursharan Singh and Binu Varghese.

Both have roots in India and are involved in the Asian retail and distribution industry with 20 years of experience in Ireland and with a meal production facility of 5,000sq ft with chill and frozen storage operating under Food License.

The full range consists of Jacked-Up Tex Mex, Jacked-Up Indian Curry and Jacked-Up Pulled BBQ options.

The Jacked-Up range is made in Ireland and comes in a 300g portion for two, vegan approved with an RRP €3.99.

For sales queries, contact Binu at +353 1 802 4888.

Enjoy a plant-based break

The Denny Meat Free range is the fastest growing meat free brand in Ireland

ShelfLife July 2021 | www.shelflife.ie

David and Stephen Flynn, founders of The Happy Pear, aim to make plant-based eating more accessible to all

After much anticipation, Nestlé’s new vegan KitKat arrived in SuperValu and Centra stores nationwide last month.

KitKat V features smooth chocolate blended with a rice-based alternative to milk that balances the crisp wafer. The bar was

Full of Taste. Free of Meat.

New!

Personal Care

Vegan

Back to School

50 CATEGORY FOCUS Vegan

Nestlé’s new vegan KitKat combines crisp wafer and smooth chocolate blended with a rice-based milk alternative

developed by chocolatiers and food scientists in Nestlé’s Research and Development Centre in York, the original home of KitKat. “Our challenge when we set out to create a vegan-friendly KitKat was to recreate this iconic product using plant-based alternatives,” explained Louise Barrett, head of the Nestlé Confectionery Product Technology Centre.

“To achieve this, we worked very hard to get the right balance between the milk alternative and the cocoa,” she said. “The result is a vegan chocolate that we are very proud of, and I hope all KitKat fans will love it as much as we do.”

“KitKat has been championing breaks since 1934 and while people’s need for breaks hasn’t changed, the way we take them has,” added Maria McKenna, confectionery marketing manager, Nestlé Ireland. “KitKat is such a successful brand because it has evolved throughout its history, and the arrival of our vegan-friendly bar means there is now a delicious alternative for anyone looking to enjoy a plant-based break.”

Nestlé is helping people embrace more plant-based food, with options across its wide range of food and beverages, including dairy-free coffee mixes and Carnation Vegan condensed milk.

KitKat V is certified vegan by the Vegan Society. Like the rest of the KitKat range, it is made using 100% certified sustainable cocoa, sourced through the Nestlé Cocoa Plan in conjunction with the Rainforest Alliance.

Healthy meals for busy people Roots and Shoots was founded out of the need for tasty and healthy, plant-based meals that could be eaten on the go. Its meal bowls and soups are packed full of hearty

The Roots and Shoots meal bowls and soups are packed full of hearty goodness and mouth-watering flavours

ShelfLife July 2021 | www.shelflife.ie

Roots and Shoots is inspired by global flavours, including a Kerala Aubergine Curry, Chana Palak Masala, Green Lentil Dahl and Chickpea & Butternut Tagine

goodness and mouth-watering flavours, for full-time vegans or the fast growing number of flexitarians. Roots and Shoots vegan meals are on-shelf in selected Tesco Ireland stores, Joyce’s of Galway and selected Fresh The Good Food Supermarket stores.

The company takes great pride in the making of its products, and to make sure they’re as tasty as possible, the chefs use classic techniques throughout the cooking process. Starting with lightly toasting spices to bring out their aromas, they then combine these with gently sweated onions and vegetables to fuse together all of their gorgeous flavours. Each meal bowl is slow cooked for over two hours to develop their flavours and textures, which has the added bonus of eliminating the need for artificial additives to flavour the meal, making all the dishes natural, hearty and healthy.

There’s nothing added to the meals or soups, no additives, no preservatives and they are naturally gluten free. Roots and Shoots meals are calorie friendly and made in the group’s nut free facility in Galway, using fully recyclable packaging. They are a generous portion size, developed for single serving but easily stretched to two with sides.

What’s more, Roots and Shoots meals and soups are inspired by global flavours. The vegan meals include spicy and creamy South Indian inspired Kerala Aubergine Curry, a Chickpea and Butternut Tagine infused with cumin and coriander, Chana Palak Masala, a chickpea and spinach curry packed with

The Roots and Shoots range comes in a generous portion size, developed for single serving but easily stretched to two with sides

warming flavours and rich tasting textures and spicy Green Lentil Dahl, slow cooked with lemongrass, fresh coriander and chillies.

Check out www.rootsandshoots.com or find Roots and Shoots on Facebook and Instagram; enquiries to sales@galmere.ie.

Brilliant bases

Pizza de Piero stonebaked bases received a Gold Blas na hEireann Award last year

Pizza da Piero offers a blank canvas for vegan pizza lovers. These stonebaked pizza bases were crowned Gold winners at the Blas na hEireann food awards last year.

Italian master baker Gianpiero De Vallier and his Irish wife Cliona set up Pizza da Piero in 2007 when friends and family were blown away by the great-tasting pizza bases Piero was making.

Piero’s traditional method of creating the dough is over a two day period and they attribute the unique flavour of the bases to the long fermentation process. The ingredients are simple and contain no preservatives, sugars or additives and are also vegan friendly.

Over the years, Cliona says she has seen a thriving community of Irish vegan pizza lovers try out the bases and share their great experiences online. Nothing beats a good, fresh base and with Pizza da Piero that’s exactly what you get. A fresh pizza base made from traditional Italian recipes that have been passed down to Piero from his family in Italy.

Rising early, Piero makes the bases fresh and daily in his Dublin bakery, available in packs of two large 12” bases or four mini 6” bases.

Vegan CATEGORY FOCUS

Wholesome ingredient list One of the hottest new vegan brands to hit the shelves in 2021 has to be Thanks Plants, created by Dublin vegan Aisling Cullen. When Aisling couldn’t understand the ingredient list of many meat alternatives in the supermarket, she decided to use her own recipes to create Thanks Plants.

The Thanks Plants range is packed with wholesome ingredients such as cannellini

Thanks Plants offers a range of sausages including Apple & Sage, Sundried Tomato & Herb and The Frankfurter

The Thanks Plants Everyday Roast is stuffed with wild rice and apricots

beans, pearl barley, vegetables and spices. The main ingredient, seitan, is what gives them a meaty bite. Products include a choice of sausages including Apple & Sage, Sundried Tomato & Herb and The Frankfurter. There is also an Everyday Roast, stuffed with wild rice and apricots which is the perfect protein alternative for a family roast.

“The response to Thanks Plants has been amazing,” says Aisling. “I get messages from customers regularly telling me they are obsessed with our products! I’ve got a burger in the pipeline for this summer and once again it will have a really wholesome ingredient list. People love the fact that Thanks Plants have that meaty bite but are full of great ingredients, plus they are packed with protein.

“We’ve also had great support from SuperValu and enjoy a strong rate of sale with all of our retailers,” she adds.

www.shelflife.ie | ShelfLife July 2021

Personal Care

Porter & Nash’s range of plant-based sauces were created by Gavin Cassidy and Eoin Lennon, both professional chefs with over 50 years’ combined experience in the food industry including training at 2 star Michelin level. “We met while topping up our qualifications with a culinary arts degree in TU Dublin Tallaght and developed a range of plant-based Gravy and Sauces made with Roasted Root Vegetables and Irish Sea Kelp,” the duo said. The range is made with a glutenfree recipe, with no fat, low salt and low sugar; they taste and look like meat-based sauces but are entirely plant-based.

The range of products can be used as a cooking sauce or a pouring sauce for finishing roast dinners; their versatility is endless as they can be used as a base for soups, Asian broths, casseroles, stews or to complement beef, pork, chicken, fish and vegetable dishes.

Vegan

Endless versatility

The group knows educating children’s taste buds and knowing how to utilise healthy nutritious food products in family meals can be difficult for parents so they have created a cookbook showing how to incorporate the sauces into delicious dishes for all the family, which can be found on the website, porterandnash.ie.

Back to School

Porter & Nash’s sauces taste and look like meatbased sauces but are entirely plantbased

51

CATEGORY FOCUS Vegan

Personal Care

Vegan

Back to School

52

East Coast Bakehouse’s new vegan cookie range includes a Cocoa and Hazelnut, Lemon & Almond and Granola with Nuts & Seeds Cookie

Baking better biscuits At East Coast Bakehouse, the team believes in “Baking Better Biscuits”. That’s why it only sources the finest ingredients to make biscuits and cookies. Based in Drogheda, Co. Louth, the group is a proud member of Love Irish Food. East Coast Bakehouse’s passion for baking is evident in the fact that it has won a Blas na hÉireann award every year since it was established back in 2015.

As a member of Bord Bia’s Origin Green programme, the company is committed to ensuring sustainability is a core element of the business.

East Coast Bakehouse has recently launched a new vegan cookie range. Available in three flavours, the range consists of a Cocoa and Hazelnut, Lemon & Almond and Granola with Nuts & Seeds Cookie. These cookies definitely don’t compromise on taste, and are available in both retail and foodservice formats. According to Sean Murphy, managing director for East Coast Bakehouse, the group has “already secured major listings of the vegan range with Irish, UK, European and International retailers in Asia and the Middle East, with further interest from retailers looking for private label solutions”.

You’ve got the power 2020 has seen Birds Eye extend its focus into plant-based foods with the launch of the Birds Eye Green Cuisine range of meat substitutes and veg foods. In 2021, Birds Eye Green Cuisine introduced ‘chicken-free‘ to its growing range. The successful launch of chicken-free small pieces (Dippers, Strips and Nuggets) and chicken-free large pieces (Grills and Burgers) provide the perfect solution to families who want to reduce their meat-intake, or for flexitarian and vegan diets. A source of iron, fibre, protein, and most of all delicious!

Another flavoursome addition to the Green Cuisine veg foods portfolio this year

The Birds Eye Green Cuisine Falafel Balls are formed from a blend of chickpeas, herbs and spices

is the Falafel Balls, formed from a blend of chickpeas, herbs and spices - they are so versatile and a must-try! Suitable for both vegetarian and vegan diets.

The ‘You’ve Got The Power’ campaign launched in January of this year focuses on the plant-powered goodness of the Green Cuisine range, driving widespread awareness and trial. The campaign has run throughout the year to date, supported by a fully integrated plan through TV, online video, social and content partnerships.

It is a thriving time for the buoyant vegetarian category in frozen. The demand for plant-based foods has increased, and consumers are becoming increasingly aware of the macro trends around the health benefits of red meat reduction and food sustainability.

Recognising this, Green Cuisine has grown the range over the past year, offering versatility for all dinner dishes. ■

YOU’VE GOT THE POWER

AVAILABLE NOW ShelfLife July 2021 | www.shelflife.ie

APPOINTMENTS

Rye River appoints new chairman and non-executive director Rye River Brewing Company has announced the appointment of a new chairman, Neil Everitt and David O’Flanagan as nonexecutive director.

Rye River’s new chairman, Neil Everitt, is a leading international drinks industry executive and entrepreneur with a track record in senior management of listed diversified drinks and hospitality businesses as well as founding and developing a global premium drinks brand. His leadership roles have included four years as European president of Allied Domecq plc and a three year term as group CEO of Londonlisted Stock Spirits Group. Everitt founded Brockmans Gin in 2008 and developed the brand to its position as one of the top three

independently owned super-premium gin brands now available in 55 countries. He currently serves as a non-executive director of Jubel Beer and is a former director of Dashen SC, Ethiopia’s second largest brewer.

David O’Flanagan also joins the board as a non-executive director. A chartered accountant by training and profession, he was a corporate finance partner in Deloitte for 21 years including ten years as head of its corporate finance division until his retirement from the firm in 2017. In his corporate finance leadership role in Deloitte he was responsible for its M&A, debt advisory, valuations, transaction services, reorganisation services and forensic accounting practices. He is

Britvic Ireland appoints Sian Young as head of people & planet Britvic Ireland, one of Ireland’s leading soft drinks companies and home to iconic favourites MiWadi, Ballygowan and Club, recently appointed Sian Young to the position of head of people and planet for the island of Ireland market.

An Experimental Psychology graduate of the University of Oxford, Young is an experienced marketeer and sustainability specialist who has worked for Britvic for over 15 years.

Young moved to Ireland in 2001 to take up a position in Unilever Ireland as a graduate trainee, before securing a role in Britvic in 2006. She has worked in various marketing roles across local brands for Britvic, most notably with Ballygowan and MiWadi, and has led many wellbeing-focused campaigns including the Ballygowan Pink and Gold bottle fundraising partnerships as well as sports sponsorship campaigns for the Ryder Cup, Munster Rugby and Dublin GAA. In 2018 she was seconded to a project leading out the development of a

Sian Young

sustainability strategy for Ballygowan, and what began as a short-term project became a longterm endeavour. In January 2020 she was appointed to ‘head of sustainability’, giving her responsibility for the sustainability strategy across the whole Irish business.

In October 2020 she was appointed head of people & planet at Britvic Ireland, which brought together her responsibilities for sustainability with also leading the people strategy for Ireland, working closely with Britvic PLC to ensure that Britvic Ireland is aligned with the broader business. From a planet perspective, she engages with issues such as Britvic Ireland’s carbon footprint, packaging circularity and protection of natural resources; while from a people perspective she is responsible for ensuring that Britvic Ireland takes a responsible and caring approach to the wellbeing of employees, consumers and communities.

Guaranteed Irish appoints Jason Crawford, partner at Grant Thornton, as new chair of its appraisals board Guaranteed Irish, the business membership network supporting 1600+ homegrown and multinational businesses in Ireland, has appointed Jason Crawford, a partner at Grant Thornton, as the new chairperson of its appraisals board.

Jason Crawford has over two decades of experience in managing complex multi-jurisdiction audit and assurance, as well as technical accounting advisory services, to both domestic private corporates, international organisations and listed groups. He also advises these corporates on technical Irish/UK GAAP and international financial reporting standards (IFRS) matters. His expertise spans a range of sectors including technology, agri-food, retail, construction education and industrial products.

Guaranteed Irish has also welcomed Mark Keller and Karen Deignan to the appraisals board. Mark Keller is an accomplished international sales and marketing director with over 20 years of

Jason Crawford

Neil Everitt

53

David O’Flanagan

currently chairman of Dunport Capital Management DAC, a leading provider of non-bank corporate and SME debt capital in Ireland and an emerging player in the UK lower mid-market, and is a member of its investment committee.

Peter O’Donoghue, having served a fiveyear term as chairman, will remain on the board as a non-executive director.

Carbery Group appoints new chairperson

Cormac O’Keeffe

Carbery Group, the West Cork-based international ingredients, flavours and awardwinning cheese producer, recently announced that Cormac O’Keeffe, current chairman of Lisavaird Co-op, will succeed TJ Sullivan as chairman of the company.

In addition, Dermot O’Leary, chairman of Bandon Co-op, has been appointed vice-chair of the organisation.

Cormac O’Keeffe, a dairy farmer from Courleigh, Clonakilty, first joined the Lisavaird board in 2006 and has held several roles.

He has also previously been vice-chairman of Shinagh Estates and a board member of Munster Bovine and the National Cattle Breeding Centre (NCBC). O’Keefe holds a Diploma in Environmental Science and Social Policy from UCC and is a member of the Carbery Greener Dairy Farms group.

TJ Sullivan will step down from the Carbery board.

Mark Keller

Karen Deignan

building businesses across complex markets for multiple industries.

He previously served on the board of directors of Guaranteed Irish from April 2017 until December 2020.

Karen Deignan is a co-founder of Sustainability Works, a consultancy focused on accelerating Ireland’s transition to a sustainable future. Over the last 20 years, Deignan has advised multinationals and SMEs in many different industry sectors across the UK and Ireland, the US and Europe. Her strength lies in making the complex world of sustainability simple and engaging, so that people at all levels in an organisation are empowered and motivated to take action.

www.shelflife.ie | ShelfLife July 2021

54 INTERVIEW

Plant power: The Happy Pear and friends!

Following the introduction of a unique Happy Pear zone at SuperValu Blackrock, we catch up with Darragh Flynn, MD of product, The Happy Pear and Niall Brougham, SuperValu Blackrock store manager, to learn more about this innovative new concept Darragh Flynn, MD of product, The Happy Pear

SL: In today’s competitive market, why do you feel it is so important to offer features such as the plant-based ‘store within a store’ that make stores a destination and focal point for consumers?

Darragh Flynn: Musgrave has always been at the forefront of delivering great food and bringing the latest in food innovation to communities across the island of Ireland. With an eye on consumer trends where in the UK and Irish food and drink market, the vegan claim has grown by 196% between 2015 and 2019*, so it was a natural progression for SuperValu and Centra to embrace and bring plant power to its customers. The Happy Pear is the right fit for Musgrave as the duo has always been in direct contact with the consumer; this is hugely influential in the offering and key to the growth success.

More recently, the latest Red C research conducted in May 2021, showed one in six Irish adults follow a reduced or non-meat diet. The zone also features ‘Friends’ as vegan food products have grown from strength to strength. In the Irish market alone, companies have seen this shift in consumer behaviour to vegan products and have responded with 676 products released over the past five years, showing an increase of 295% since 2015*, 390 of which are included in The Happy Pear dedicated plant-based zone in SuperValu Blackrock.

The goal of this zone is simply ease of shopping and making plant-based eating more accessible; helping customers live their best life! *(Source: Mintel ‘The Ethical Food Consumer’ Ireland, October 2020).

SL: What are the key factors that have made The Happy Pear brand ethos and product range resonate with Irish shoppers?

Darragh Flynn: The Happy Pear mission is a simple one. They want to help consumers eat well, feel good and live better. Most importantly, the brand is accessible to all, be it the strict vegan or the flexitarian consumer, they have every consumer type and taste covered.

Living sustainably is very much a part of The Happy Pear’s ethos and the brand strives to

ShelfLife July 2021 | www.shelflife.ie

use compostable packaging first and foremost in each product range with recyclable packaging as a minimum requirement.

The brand is big on sourcing locally from sustainable suppliers. This really resonated with Musgrave as there are very clear synergies with SuperValu’s sustainability vision relating to environment, sourcing and community.

SL: How extensively has The Happy Pear brand grown since Dave and Steve opened their first store in 2004?

Darragh Flynn: Since its humble beginnings in 2004, David and Stephen Flynn set out on a mission to inspire people to make their lives better through eating more veg and having fun and since then the business has greatly expanded.

The Happy Pear business now employs over 70 people and has grown into one of the most vibrant and renowned businesses on the Irish food scene, with several awardwinning products available through SuperValu, Centra and small independent retail stores.

The food phenomenon and Irish business success story now comprises: two wholefood cafes/food stores; a sprout farm producing wheatgrass and healthy living organic sprouts and microgreens; a Happy Pear branded food manufacturing and distribution business producing over 60 products; a coffee roastery producing hand roasted Happy Pear coffee, using the best specialty coffee available; and an online education business with 7 health and lifestyle based courses which have had over 50,000 participants from over 70 different countries.

The brand has an online community of well over 1 million followers and has five bestselling cookbooks published across Ireland, the UK and the Netherlands.

SL: How easy is the new plant-based zone for shoppers to navigate and how extensively are options for different day-parts featured?

Niall Brougham: The new Happy Pear and Friends zone in SuperValu Blackrock is exceptionally easy to navigate as the environment is broken down into different

Niall Brougham, SuperValu Blackrock store manager

areas, within the zone.

Each day part is covered with a Great Start for Brilliant breakfasts, a Snack Attack area with a range of plant powered treats and snacks, Plant proteins with grains proteins and lentils.

The Back to Basics section houses everyday essentials and finally the Chillout section has a huge range of plant powered meals, sides and sauces to help make meal occasions taste better. There is a recipe book zone also where you are sure to be inspired with best-selling books on Health and wellness and a gifting area where you can find ethically sourced gifts for that special someone who wishes to make a small step towards a better world.

The zone covers 30 square metres of a 2,260 square metre store and delivers on presence and practicality for all shopper types.

SL: How well has the zone performed in sales terms at SuperValu Blackrock since launching?

Niall Brougham: Each week since launch has seen the zone increase in sales by +77% as consumers opt for the great tasting Happy Pear retail products.

We are thrilled with the response and see this zone increasing in popularity and interest as we introduce new Happy Pear products and other delicious branded plant-based foods into the zone.

SL: The zone also features a tailor-made refill unit; why was it important for you to be the first retail chain to offer this service?

Niall Brougham: Currently, SuperValu Killester, Castlebar and Blackrock have launched this new self-serve range offering. It is a straightforward and engaging refill process, the customer has the option to refill granola, pasta, rice, lentils and couscous and simply weigh the bag and pay at the till.

With this latest innovation, SuperValu customers have multiple opportunities to reduce their impact on the environment - both from a packaging and food waste point of view.

Here in SuperValu Blackrock we are hugely excited about this experience and hope to see it replicated across the SuperValu estate in the near future. ■

Exclusively available in and stores nationwide.

BLiSSFUl BARS fAB SaLADS

sUPER aUCES S w E n

DELiCIOUs DIPS

Comfort and care

Personal Care

Vegan

Back to School

56 CATEGORY FOCUS Personal Care

W

hile the vaccine rollout continues, ‘staycationing’ at home is the way forward this summer, and although our temperatures won’t reach the highs of foreign shores, it’s nevertheless vital to ensure skin is properly protected against sun damage.

“Summer definitely took its time this year, but Irish shoppers have now embraced the sunshine and stocked up on summer essentials,” says Kantar’s Emer Healy commenting on its latest grocery market sales figures during the 12 weeks to 13 June 2021. In fact, sales of sun care products soared by 58% compared with the previous month.

Sustainability within the category is an important focus for many shoppers. A recent study by Waterwipes, showed that nearly all parents surveyed (92%) said it is important to buy products that are eco-friendly. One in three (32%) also said they sometimes felt

judged by other parents, as on occasions they bought baby products that were not eco conscious.* According to Samantha Dover, retail analyst at Mintel, “the beauty segment is driving the market, boosted by make-up and skincare trends. Many of the health and beauty specialists have reacted to these trends and as a result are capturing engaged BPC shoppers.”

Another interesting insight from Mintel is pinpointed in an US-focused article by Andrea Wroble, health and wellness analyst.

A holistic focus on wellness is guiding an approach within the retail health and personal care category, according to Wroble, which is helping retailers to differentiate themselves from traditional healthcare. “Retailers have the ability to guide consumer health choices or bundle products on-shelf to support both

Stay safe in the sun Sun safety is just as essential in Ireland as when you are abroad. The sun emits damaging UV rays year-round, even on cloudy days. As up to 80% of the sun’s harmful UV rays can penetrate the skin, it’s important that your skin is always protected from the sun’s UVA/UVB rays.

Dermatologists recommend using sunscreen every day, even in cloudy Irish weather, yet 17% of school children** and 28% of adults*** do not use sun cream in Ireland.

Fortunately, Nivea Sun, Ireland’s number one sun care brand*, is ideal for looking after your customers at home with the following top picks for essential sun protection for the whole family.

With sales of sun care products soaring by 58% during the four weeks to 13 June 2021, it’s vital to stay stocked up as more and more shoppers realise the importance of protecting their skin while out and about on home shores. Sustainable packaging is another major focus within this category, writes Gillian Hamill physical and emotional wellbeing,” she writes. “According to Mintel research on consumer trust in healthcare facilities, more than one in four adults say their trust in retail health clinics has improved since 2019, which aligns with the growing trend of retail health locations becoming more consumer-centric.

“To differentiate from traditional healthcare facilities, retailers are focusing on healthy living, preventive-care habits and top-ofmind health topics such as building immune system strength,” she continues. “By taking on the role of a wellness advocate, the retailer is positioning itself as a partner in managing concurrent health needs.” *(Source: The survey was conducted by Atomik research amongst 2,003 respondents from the Republic of Ireland (500) and the UK (1,503). All respondents were parents of at least one child under the age of 5 years old. The research fieldwork took place between 7 January – 13 January 2021)

Roll it on

The Nivea Sun Kids Protect & Care Coloured Roll-on is fun and easy for kids

The Nivea Sun Kids Protect & Care Coloured Roll-on SPF 50+ (RRP: €9.99) provides children with highly effective UVA/UVB protection wherever they go.

With its child-friendly colourful handy rollon format for easy and playful application, it is simple and quick to apply on the skin.

Nivea’s innovative formula works immediately and ensures reliable, highly effective UVA and UVB protection. A fastabsorbing, non-sticky formula also makes applying sunscreen fun for kids and the extra water-resistant feature ensures it will stay on.

“Shoppers have more fixed brand preferences in personal care/health and beauty than average: only 35% say they like to try something new and different (the FMCG average is 44%). Those who plan to buy the category, are more likely to have a specific brand in mind (38% of them plan to buy a specific brand, whereas in the average FMCG category this is only 26%)” - Shopper Intelligence ShelfLife July 2021 | www.shelflife.ie

Personal Care CATEGORY FOCUS

The Nivea Sun Protect & Moisture Sun Lotion SPF 30 / SPF 50+ (RRP: €16.99) is a summer essential. It contains highly effective UVA/UVB filters for immediate protection and is suitable for all skin types.

The Nivea Sun Kids Trigger Spray SPF 30 / SPF 50+ (RRP: €21.59) makes sun cream application easy and fun for kids. The fun spray application is a simple and quick way to apply lotion to a child’s skin. They will be well-protected from the sun’s harmful rays as the gentle, yet effective formula provides immediate high UVA/UVB protection and is extra water resistant.

“Products in this category are purchased more on impulse/ less planned than the average: 32% of all health and beauty purchases are unplanned (i.e. decided to buy the category only once in-store), whereas this is only 25% for the average FMCG category” - Shopper Intelligence

www.shelflife.ie | ShelfLife July 2021

Personal Care

Spray away

*(Source: Nielsen 52 w/e 27 Dec 2020) **(Source: https://www.irishtimes.com/news/health/some-17of-schoolchildren-never-use-sunscreen-1.4280722) ***(Source: https://www.thejournal.ie/poll-sunscreen-ireland5108700-May2020/)

Vegan

The Nivea Sun Kids Trigger Spray is simple and quick

The Nivea Sun Protect & Moisture Pocket Size Sun Lotion SPF 30 (RRP: €6.99) provides highly effective UVA/UVB protection and protects immediately against sun exposure and long-term UV-induced skin damage. It’s important to reapply every two hours when spending time outside, so carry this pocketsize product in a handbag or pocket for easy on-the-go top ups!

Nivea Sun products are stocked in pharmacies and grocery stores nationwide.

For more information, visit www.nivea.ie.

Back to School

On the go

Number one summer essential

The Nivea Sun Protect & Moisture Sun Lotion contain highly effective UVA/UVB filters

57

58 CATEGORY FOCUS Personal Care

Personal Care

Vegan

Back to School

“Shoppers are more open to paying more for quality (53% vs the FMCG average 49%)” - Shopper Intelligence

Environmental activist Ella Daish describes the new ranges as “a hugely positive step”

Pioneering sustainable alternative Global hygiene and health company Essity has launched a range of reusable menstruation and incontinence underwear offering consumers a more sustainable alternative to disposable products. The new Bodyform and Tena washable absorbent underwear ranges hit shelves from 15 June 2021 in Tesco stores and online on Tesco.ie.

The Bodyform and Tena reusable underwear launches come at a watershed moment when the reusable market is diversifying, and consumers are actively looking for alternative sustainable products. Research shows that over 50% of women are now aware of the environmental impact of the period products they use, increasing seven-fold between 2016 and 2019*. Consumers also claim they are willing to spend up to 12% more for sustainable products**.

The new ranges of washable absorbent underwear offer eight hours of protection and come in a wide variety of sizes, colours and styles to suit the different needs of consumers.

Available in Tesco stores and online since 15 June 2021, both products provide consumers with an accessible and widely available sustainable alternative to single-use pads and liners.

“It’s no secret that we are all becoming more conscious of our impact on the planet,” said Nicola Coronado, Essity marketing director UK & ROI. “Our decision to launch Bodyform and Tena washable underwear aims to provide consumers with products they want to see, that are kinder to the planet, from brands they know, love and trust. As the world is becoming more conscious, and the reusable market continues to evolve at speed, we want to ensure the category is well equipped with forward thinking and diverse products, that provide the same, if not better functionality of those that already exist.”

Ella Daish, environmental activist and founder of the #EndPeriodPlastic Campaign, has supported the move by Essity having challenged the company to consider offering more sustainable options back in 2019.

Speaking about the launch, Daish said: “It is fantastic to see both Bodyform and Tena, big brands in the period and incontinence industry, leading the way in becoming more sustainable by launching reusable underwear.

This is a hugely positive step that will help make green options mainstream and accessible to the masses.”

Essity experts have also worked collaboratively and transparently, alongside plastic pollution campaigning organisation City to Sea, part of the Women’s Environmental Network (WEN), discussing ways to bring more sustainable alternatives to the UK and ROI market.

Jasmine Tribe, campaigns manager at City to Sea who runs the ‘Plastic Free Periods’ campaign added: “For years now we’ve been lifting the lid on the hidden plastic in period products and campaigning to make it easier for everyone to have plastic-free periods.

Over 50% of women are now aware of the environmental impact of the period products they use, increasing seven-fold between 2016 and 2019

“A big part of this is the mainstreaming of plastic-free and reusable products by making sure these are offered by consumers’ favourite brands. It’s great to see Bodyform and Tena responding to this challenge and launching their new range and we’d love to see other brands taking steps to remove plastic from their ranges.”

The underwear is available in sizes from small to extra-large, come in bikini, hipster and classic brief cuts and performance is guaranteed for a minimum of 50 washes. ■ *(Source: UK Feminine Hygiene And Sanitary Protection Products Market Report 2020, Mintel, February 2020) **(Source: The Green Recovery Report, Essity, July 2020)

Health & Beauty shopper behaviour Biggest differences vs average FMCG % planned a specific brand

% purchased unplanned 32%

26% RANK #35/127

RANK #13/127

RANK #44/127

1

40%

25%

Health & Beauty

FMCG

UNPLANNED Shoppers buy H&B products more unplanned, i.e. decide to buy the category only once in store.

Use in-store distractions to tempt purchase.

2

Health & Beauty

FMCG

FIXED BRANDS H&B shoppers have strong brand preferences. They are also less open to try sth. new (35% vs FMCG 44%).

Make sure popular brands are available in several variants.

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021.

Shopper insights available for 127 FMCG categories in 2021 ShelfLife July 2021 | www.shelflife.ie

% willing to pay more for premium 57% 49%

3

Health & Beauty

FMCG

OPEN TO TRADE UP Shoppers are more willing to trade up to premium products in H&B than in other departments.

Provide information on premium benefits as a reason to trade up.

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

look, new great e sam ste ta

join our community: dalefarmbrand.com

60 OFF-TRADE NEWS

GLENDALOUGH D I S T I L L E RY

IRELAND’S GIN DISTILLERY of theYEAR

...... New York International Spirits Competition ......

20

Kylie Minogue Wines adds some fizz to market with Rosé Sparkling Prosecco In under a year, Kylie Minogue Wines has sold over 1 million bottles of wine making it one of the most successful wine brands ever to launch. The first female artist to have number one albums across five consecutive decades, Kylie Minogue recently officially launched her new Rosé Sparkling Prosecco.

The pop icon celebrated selling her millionth bottle of wine by releasing a Sparkling Rosé Prosecco housed in an iconic “lovers” debossed glass bottle.

“I am unbelievably humbled and thrilled by the global response to Kylie Minogue Wines,” she said. “To sell over a million bottles in less than a year has been incredible, and testimony to the amazing producers and winemakers Kylie Minogue Wines have been lucky enough to work alongside. I have been incredibly touched by the joy our wines have brought to so many people in the last year, and I am excited to release our new 2020 Rosé vintages including a very special Sparkling Prosecco Rosé - enjoy!”

Kylie Minogue Wines offers an exquisite, elegant portfolio of bespoke wines, crafted with passion and integrity. Launched in 2020 in Ireland on Kylie’s birthday, on 28 May, the rosé quickly became one of the most successful launches in its category ever. The Signature range comprises three wines from France. A delicate and pale dry Rosé made from Cabernet and Carignan grapes, a light and zesty Sauvignon Blanc from Gascony and a smooth and juicy Merlot from the Pays d’Oc. Kylie also has a Côtes de Provence Rosé, a blend of Grenache, Cinsault and Rolle.

The latest addition is the Kylie Minogue Sparkling Prosecco Rosé an elegant sparkling Prosecco Rosé with notes of fresh strawberries, raspberries and blossom. Featuring a brightly textured and crisp palate with a refreshing citrus finish, Kylie Minogue’s debut Prosecco Rosé is also vegan friendly.

The Sparkling Prosecco Rosé comes from the prestigious Zonin estate, a family-owned winery spanning seven generations who are the pioneers of premium D.O.C. Prosecco and who celebrate in 2021 their 200th anniversary. Located in the heart of Veneto on the picturesque hills of Gambellara, Italy, the 4,000 hectare site produces arguably some of the best proseccos in the world.

This summer, the Kylie Minogue Vino Frizzante Rosé will also be available in Ireland.

The Kylie Minogue Wines range is distributed by Barry & Fitzwilliam.

21

.................. 2021 global recognition ..................

ROSE GIN: Gold - NYISC. Best Flavoured Irish Gin - World Gin Awards.

WILD BOTANICAL GIN: Double Gold - San Francisco World Spirits Competition.

Enjoy GLENDALOUGH responsibly.

Kylie Minogue’s Sparkling Rosé Prosecco is presented in a beautiful debossed glass bottle

OFF-TRADE NEWS

61

Bulmers sees time bearing fruit, as it launches new creative campaign As pubs begin opening their doors and welcoming back visitors again albeit outdoors, it’s as good a time as any to reflect on the virtue of patience and the art of biding your time; something Bulmers’ new above-the-line (ATL) campaign ‘When Time Bears Fruit’ champions.

Launching to coincide with the reopening of pubs is Bulmers’ new campaign which will include digital, TV and out-of-home (OOH), and sees a five-fold increase in spend.

The new Bulmers ad It will also be supported in the showcases the craft and on-trade, forming part of a major innovation dedicated to programme of support for the pub and creating Bulmers Original hospitality industry by Bulmers Ireland.

Irish Cider Filmed and produced in Bulmers’ own orchards in Clonmel, the campaign celebrates the moment when time bears fruit, the 18-month production process in creating Bulmers Irish Cider; much mirrored by the challenging 18 months the on-trade community has faced.

“We’ve all had a reality check over the last while and perspective on what really matters has undoubtedly been gained,” said Karl Donnelly, marketing director at Bulmers Ireland. “However, people’s livelihoods and businesses matter too and it’s great to see reopening progressing. Socially our pubs have always been important and perhaps taken for granted at times.

“I’m really proud of the new campaign,” he added. “It’s a credit to all involved in its conception and execution. It’s exciting times for the brand. We will host consumers and the trade in the Bulmers Orchard for an amazing glamping experience and we have great plans later in the summer to support Ireland’s bee population, without whom we couldn’t possibly do what we do.”

GLENDALOUGH D I ST I L L E RY

SUSTAINABLE DISTILLERY of the YEAR

...... Whiskey Magazine - Icons of Whiskey Ireland .....

Heineken’s got the bottle to win UEFA Euro 2020 To coincide with the UEFA Euro 2020 football tournament, Heineken is releasing a set of limited-edition team bottles in the off-trade so fans can show their support with every sip.

There are 24 different bottles, one to represent each of the countries competing in UEFA Euro 2020 which will be available 24 different bottles to buy in the off-trade nationwide. The bottles represent each of the are available in packs of 6 x 33cl and 20 x 33cl countries competing in UEFA Euro 2020 across retailers and are supported by a full through-the-line (TTL) campaign with TV and digital out-of-home (DOOH) guiding consumers in-store.

In-store Heineken point of sale (POS) materials will communicate a new activation to win exclusive Euro 2020 merchandise, which will be supported by heavyweight social activity. A new TV advert will also be broadcast on Irish channels during the tournament, supporting the journey of rivalry among the 24 competing nations.

“These unique country flag bottles are a celebration of what will be a great month’s action on the pitch,” said Peter Green, off-trade director, Heineken Ireland.

“Heineken aims to elevate these sporting occasions and make them the best possible at home experience, and that’s certainly been the case over the past year as the off-trade has delivered some impressive category growth,” he added.

Heineken’s limited-edition UEFA Euro 2020 team bottles are available to purchase now in participating stores nationwide. n

20

21

20

21

.................. 2021 global recognition ..................

POT STILL WHISKEY: Gold - San Francisco World Spirits Competition.

DOUBLE BARREL WHISKEY: Double Gold - San Francisco World Spirits Competition. Category Winner - World Whiskey Awards.

Enjoy GLENDALOUGH responsibly.

62 MARKET MOVERS

YR

Now YR talking! New YR Relish range hits the shelves YR, Ireland’s original spicy sauce since 1837, has been in the heart of Irish families for generations adding an unbeatable burst of flavour to favourite recipes. The Irish heritage brand has advanced with ethical and sustainable ingredient sourcing, technology, customer trends and preferences to bring a new range of relish products to the market.

YR Sauce is renowned for its sweet, blended date recipe and through the expertise of its tasting and product development team, the innovative brand has developed a new YR Relish range guaranteed to delight consumer’s taste buds.

YR Relish has now joined the well established relish category, currently

in strong growth, with three delicious flavours in a 390g jar: YR Original Tomato Relish, YR Balsamic Red Onion and YR Habanero Spicy Relish.

The products are gluten free, vegan and vegetarian friendly and have no added artificial colourings, flavours or preservatives and low sugar.

Initially launched with Musgrave in June, YR Relish has quickly progressed into all other retailers, supported by a 360-degree marketing plan. YR Sauce will also benefit from a revitalised brand essence and packaging later this summer.

YR is proudly owned and distributed

by Primeline Sales & Marketing, one of the largest independent distribution sales and marketing companies in Ireland.

Vuse

Vype is now Vuse As Vype, the brand had one purpose – inspire consumers with high quality vaping products.

As Vuse, the team has now raised the bar – becoming one global brand that is connected and aligned with the everevolving needs of those consumers.

Through a revamped brand look and feel, and more flavours for your customers, Vuse perfectly demonstrates what the power of creativity and innovation can bring to your store and customers alike*.

Find out more at b2b.pjcarroll.ie. *(For adult smokers and vapers only. Vype\Vuse e-cigarettes contain nicotine which is addictive) (18+ only. Read leaflet in pack)

Abrakebabra

New Ultimate Chilli Sauce serves up Abrakebabra taste at home Abrakebabra is launching a new limited edition Ultimate Chilli Sauce (€2.50 from Centra and SuperValu); the ideal accompaniment to a summer barbecue or family meal.

Due to popular demand, Abrakebabra has created an at-home version of its iconic Ultimate Chilli Sauce as part of its ‘Magic Sauces’ range so consumers can create their favourite Abrakebabra dishes and distinctive flavours at home this summer.

Foodies across Ireland came in their droves to Abrakebabra over the years requesting the famous ‘Ultimate Chilli Sauce’, and it is now available to bring

ShelfLife July 2021 | www.shelflife.ie

home so food lovers can jazz up their dishes this summer.

The Magic Sauces range currently has three options available, Famously Garlic Sauce, Legendary Taco Sauce and now the Limited Edition Ultimate Chilli Sauce.

The new limited edition Ultimate Chilli Sauce, which is vegan friendly, is spicy enough to lift a dish, but not enough to make you cry! Barbecue afficionados and home cooks will appreciate the delicious tasting sauce, which went through rigorous sampling rounds to make sure the quality and taste of the sauce is the same as it is in Abrakebabra outlets. ■

ICY FRESH MOMINT

For more information go to:

WWW.NORDICSPIRIT.IE nordicspirit_ie

nordicspiritie

This product contains nicotine.

Nicotine is an addictive substance.

This advertisement is for tobacco and nicotine retailers only and should not be made available to the public nor should it be displayed in an area where it is visible to the public.

D SU

ON

G BO

P

M MUNE

S

R

S

M

Z I NC

&

H

TE

YS

VIT

VIT D SI

ST

Y’

IL

T

FA M

THY TEE

VIT

&

RTS

S

AL

SUPPORT B6 S

PO

P

RT

H

E

D SUP

UR YO

M

IN

O

A

NOW FORTIFIED WITH VITAMIN D WHICH SUPPORTS YOUR FAMILY’S IMMUNE SYSTEM

N

E

IRELAND’S NO.1 SQUASH BRAND VITAMIN B6 AND D CONTRIBUTE TO THE NORMAL FUNCTIONING OF THE IMMUNE SYSTEM. ZINC AND VITAMIN D CONTRIBUTE TO THE MAINTENANCE OF NORMAL BONES. VITAMIN D CONTRIBUTES TO THE MAINTENANCE OF NORMAL TEETH. AC NIELSEN TOTAL SQUASH MARKET ROI MAT MAY 2021