ShelfLife - May 2022 by Mediateam

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

May 2022

hot chocolate!

As Lily O’Brien’s celebrates its milestone 30th anniversary, CEO Michelle Vance reflects on the confectioner’s sweet success

Time to cash out? Fionnuala Carolan reﬂects on the pros and cons of our increasingly cashless society

Online headed off-piste Dan White ponders the future of the M&S’ joint venture with online supermarket group Ocado

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

Did you know? The Irish Farmers Journal is the largest selling newspaper for most retailers every Thursday. Top tip:

Don’t forget to position the Irish Farmers Journal on the top shelf of your newspaper display with extra facings each Thursday and Friday to maximise your revenues.

Weekly prizes: Retailers who submit photos of the Irish Farmers Journal displayed in a prominent location in their store will be entered into a weekly draw to win hotel breaks, GAA tickets, merchandise and much more over the summer months. How to enter:

Go to ifj.ie/retailer to enter your details and upload a photo.

OPINION 3

ShelfLife May 2022 Vol. 29 No.5

‘Embracing change’ has always been a way of life in retail but postCovid, it’s more pertinent than ever!

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE REIDY 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.

‘Embracing change’ was the apt theme of this year’s Today’s Women in Grocery event, held at Dublin’s Intercontinental Hotel on Friday, 6 May. I say apt, not least because of the novelty of being able to gather again en masse. The subject was further teased out by this year’s panelists, business leaders Aimee Connolly, founder and CEO of Sculpted by Aimee, Oonagh O’Hagan, owner and managing director at Meagher’s Pharmacy Group, Fiona Matthews, managing director, Applegreen Ireland and Evelyn Moynihan, CEO of Kilkenny Group. As always, the event was held to raise vital funds for the Irish Grocers Benevolent Fund (IGBF) and we look forward to reporting on the day in full detail in our June issue. It's certainly fitting that our cover story this month is with another woman in grocery who is no stranger to embracing change throughout her own career. Lily O’Brien’s CEO Michelle Vance and I caught up in Newbridge to discuss the confectioner’s 30th anniversary celebrations and why the team felt now was a most fitting time to celebrate with, and fully appreciate, everyone who helped the business navigate the myriad challenges of the Covid19 pandemic. Turn to page 20 for our interview. Another change which everyone in the retail sector has had to embrace – whether it’s their personal preference or not – is the move towards an increasingly cashless society. However, on page 18, Fionnuala Carolan puts forward some reasons for why the old adage ‘cash is king’ might not be ready to retire its crown just yet. Gillian Hamill, editor, ShelfLife magazine

Contents May 16

COVER STORY 20 Hot chocolate: As Lily O’Brien’s celebrates its milestone 30th anniversary, Gillian Hamill catches up with CEO Michelle Vance to reflect on the sweet success of the Newbridge-based confectioner

NEWS&ANALYSIS 4 News grid 6 Seen and heard 14 CSNA news

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

FEATURES&REPORTS 16 Dan White: With Ocado’s average customer order falling by 15% to £124, Dan White ponders the future of the joint venture for which M&S paid so dearly

18 Ready to cash out? The recent Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

outage by payment services company Opayo shone a light on the frailties of a cashless society, leading Fionnuala Carolan to reflect on the pros and cons of our move away from cash

26 Nearby store proﬁle: Tommy

Macken from Nearby Cabra tells Fionnuala Carolan why he would recommend the brand to other retailers

66 NOffLA news: Niall Finn

of Higgins Off-Licence in Clonskeagh, who has retired after 43 years in the trade, looks back at his rewarding career and recent award win

relationships after bullying and harassment

30 Marketing: Colin Gordon outlines how the ‘little’ moments in a customer’s interaction with your brand are what ultimately will determine its success

ADVISOR

MARKETING& CATEGORY FOCUS

24 Recruitment: Barry Whelan of

32 Summer drinks

Excel Recruitment notes the CV mistakes to avoid if you don’t want to scupper your chances of securing a new job

28 HR: The HR Suite’s Caroline

Reidy outlines how to encourage employees to re-establish

42 Soft drinks 46 Ice cream 49 BBQ 52 Sustainable packaging 58 Tobacco 70 Market movers

NEWS

NEWSGRID The top news stories in FMCG Iceland launches new online shopping service Iceland Ireland has launched a new online shopping service across a selection of its stores nationwide. Customers can now get up to 3,000 products delivered the next day when orders are placed before 7pm. Iceland will be delivering up to a 15km radius of the select stores providing this service across the country. Alicia Byrne, Iceland Ireland and Ron Metcalfe, managing director, Iceland Ireland, at the launch of the new home delivery service

Pat’s Centra in Bettystown destroyed by ﬁre Pat’s Centra in Bettystown, Co. Meath suffered a devastating fire last month which gutted the entire building. Owned by the local Boshell family, it is a significant employer in the town, with approximately 30 full and part-time staff working there, as well as housing the local post office. The family are hoping they can rebuild the shop soon and a GoFundMe page has been launched to support the popular local business.

Industry welcomes extension of reduced VAT rates Ibec has welcomed the government’s announcement of an extension of the 9% VAT for tourism and hospitality by a further six months to 28 February 2023. “Today’s announcement will be a welcome relief for those companies who were brought to the brink as they complied with public health restrictions and are still today gradually emerging from Covid disruptions,” said Ibec’s Sharon Higgins.

and retail from across Ireland

Kantar: Average household faces €330 increase on annual grocery bill Kantar’s latest take home grocery figures for Ireland show that sales fell by 7.2% over the 12 weeks to 17 April 2022. Against a complex backdrop of global supply chain issues, grocery price inflation has hit 4.7% this period, its highest level since September 2013. According to Emer Healy, senior retail analyst at Kantar: “The average household is facing a €330 price increase on their annual grocery bill, and 23% of households say they are now struggling to make ends meet when it comes to their weekly food shop.”

Taoiseach unveils €4m expansion at Wexford’s Killowen Farm Wexford-based yogurt producer Killowen Farm has invested €4 million to expand its food business in a move that will create 25 new jobs. The expansion by the Dunne family which was officially unveiled by the Taoiseach Micheál Martin, will enable the business to grow its cream cheese production through the development of a new stateof-the-art production line at Courtnacuddy, Co. Wexford.

Ferrero to buy Irish protein bar ﬁrm Fulﬁl Nutrition The Ferrero Group is to acquire Fulfil Nutrition, the vitamin and protein bar company which has direct sales in the UK as well as distributing to Ireland and other European and Asian Pacific markets. As part of the transaction, The Ferrero Group will take over the brand’s portfolio, and plans to retain the management, the distributors and the employees of the business. The transaction, subject to regulatory approvals, is expected to close in the next few months.

Joe McGuinness, co-owner of Sunglow Nurseries and Collin Miller, buying manager at Aldi Ireland

Sunglow Nurseries signs new €7.5m deal with Aldi Ireland Aldi Ireland has agreed a new €7.5 million deal with Dublin-based Sunglow Nurseries to supply all of Aldi’s 150 Irish stores with its early season premium Irish Bord Bia assured strawberries. Sunglow Nurseries, a family-run business, has been working with Aldi for 14 years. Based in Rush, Co. Dublin, Sunglow employs 10 full-time and 30 part-time staff members. As a result of its continued business with Aldi, Sunglow was able to invest in a new glasshouse extension last year which allowed the producer to increase its output capacity by 17%.

Spar Ireland expands store network with the opening of 30 new sites Spar Ireland has opened 30 new stores since the beginning of October last year. The new Spar locations include Bray, Islandbridge, and Carrickmines. This brings Spar’s store network to over 420 locations nationwide. The group is also targeting further openings throughout 2022 and is currently in the process of identifying suitable green and brownfield sites.

Braeburn Coffee launches nationwide Applegreen has launched its newest creation, Braeburn Coffee, featuring non-dairy, and a range of ice coffee drinks at the touch of a button. It’s currently available in 26 Applegreen locations including all major motorway service stations and the coffee offering will be available in 75 outlets by the end of 2022. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife May 2022 | www.shelflife.ie

Your Business Waste - Easily Sorted! Go to mywaste.ie/business to download a FREE toolkit designed to help you better manage your business waste. This toolkit includes posters, bin labels and a step-by-step guide to better business waste management.

SEEN AND HEARD

Your business waste – easily sorted! A new initiative designed to take the uncertainty out of waste segregation for businesses has been launched by MyWaste, Ireland’s official guide to waste. This government-funded initiative provides a free and extensive suite of signage and training materials to help workforces make accurate recycling decisions. This will assist Irish businesses achieve greater circular economy performance through increased recycling and composting rates. A waste characterisation study by the Environmental Protection Agency (EPA) found that almost 70% of materials being placed in the general commercial waste bins is waste that should be placed in the recycling or food waste bins. Targeted materials (those suitable for recycling) accounted for only 60% of the materials in the mixed dry recycling bins, with food waste among the contaminants.

The study found that by improving waste segregation practices, businesses could divert up to 350,000 tonnes of waste from the general waste stream annually. “This initiative will empower small and medium size businesses, particularly those in the retail, hospitality, manufacturing and corporate sectors, to further improve how their waste is managed,” said Kevin Swift of the Connacht Ulster Region Waste Office, speaking on behalf of the Regional Waste Management Planning Offices. “With clear language and visuals, the materials will make it easy for staff to quickly understand what waste goes in what bin,” Swift added. “This should help significantly increase the amount of recyclables and food waste diverted from the general bin and correctly placed in the recycling and food waste bins.” The toolkit is free to download or order from www.mywaste.ie/business/.

MyWaste Brand Toolkit Identity Usage Guidelines V1_September 2018

The MyWaste toolkit materials will make it easy for staff to quickly understand what waste goes in what bin

Energia can reduce lighting costs by up to 80% Mattress and foam manufactuer, Kayfoam Woolfson whose brands include King Koil, Emma and Maymed, recently turned to Energia Lighting Solutions to complete a full lighting upgrade to its two manufacturing sites located in Dublin and Kildare. Production engineering and quality manager at Kayfoam Woolfson, Martin McCurdy explained that it was a combination of cost benefits and the impact on the company’s carbon footprint and sustainability which compelled them to sign up. The lighting solutions provided by Energia can reduce lighting costs by up to 80% meaning businesses gain a brighter working environment, become more energy efficient and reduce their carbon footprint. “Lighting levels are important to us, particularly in our bedding plant where

detailed inspection is required throughout the plant,” McCurdy said. Operating across two sites in Dublin and Kilcullen, both sites had fluorescent strip lighting which was not ideal in an industry where employees are performing an exceptionally highskilled craft. “The reason for wanting to upgrade the old lighting system was down to ethical reasons

which were twofold,” continued McCurdy. “Firstly, we wanted to provide a well-lit and comfortable workspace for our employees. “Secondly, we wanted to make sure we were doing our bit to protect the environment by cutting down on energy usage and costs. Our lighting bill has since reduced by 65% and energy savings by 25%. It really is like a completely different environment,” he added. “We had 2,000 units which needed replacing and the installation from Energia was seamless with all the works carried out effortlessly. The feedback from our staff has been excellent and the new lighting definitely makes it easier to keep the work areas clean and tidy.” Overall, he was delighted that the “new lighting levels exceeded our expectations”.

The Cúl-est Camps return for summer 2022 Kellogg and the GAA have announced the most hotly anticipated summer camp, Kellogg’s GAA Cúl Camps, has returned for 2022. The camps are anticipating an extra level of excitement this year with numbers back at full capacity across the country following Covid restrictions. Camps will kick off on Monday, 27 June and will run up to 26 August. GAA clubs across the country are set to be a hive of activity this summer with bookings for participants aged 6-13 now open. Launching the 2022 Kellogg’s GAA Cúl Camps were Kellogg ambassadors and sport superstars, Mayo footballer, Tommy Conroy and Antrim Camogie player, Roisin McCormick. Both county players are past participants and credit the camps for giving them the most fun summers. Kellogg has recently built on its 10-year partnership with the GAA by sponsoring the

ShelfLife May 2022 | www.shelflife.ie

newly renamed Kellogg’s Skyline Tour at Croke Park. Conroy and McCormick took a visit 44 metres above the ground to see the iconic stadium of Croke Park from a different angle. As in previous years, the Assisted Needs Kellogg’s GAA Cúl Camps are back this summer, providing a calmer environment for those who need it with the same level of fun*. “Kellogg is very proud to be involved in a partnership which involves children taking part in outdoor exercise where fun is at the core. Kellogg’s GAA Cúl Camps are in all four corners of the country throughout the summer,” said Sarah Ferguson, Kellogg Ireland general manager. “In recent years, we’ve reached incredible milestones in terms of participation levels,” she added, “and we love hearing the feedback from kids and their parents about the camps.” For more information on the Kellogg’s GAA

Mayo footballer Tommy Conroy and Antrim camogie player Roisin McCormick with Emily, age 8, during the launch of the 2022 Kellogg’s GAA Cúl Camps

Cúl Camps, visit www.gaa.ie/kelloggsculcamps. *(Assisted Needs Kellogg’s GAA Cúl Camps are run by local GAA clubs and are not available at each camp across the country)

SEEN AND HEARD

Peeling great! Fyffes introduces Ireland’s ﬁrst National Fitness Games Participants in Ireland’s first Fyffes National Fitness Games were “peeling great” after enjoying the recent weekend-long ‘festival of fitness’ held at Dublin’s UCD Sports Campus. Using the tagline ‘Fuelled by Fyffes’, the event followed a formula established in the UK where it attracted a high level of entries over a number of years. Providing a test in terms of power, endurance, speed and strength, challenges included weighted runs, rowing machines, sandbag carries, kettlebell snatches, assault bikes, deadlifts and more from which ‘Ireland’s Fittest Male and Female’ were crowned. Ancillary activities forming part of what was Ireland’s first functional fitness event of the year included health and wellness workshops and pro-curated fitness programming, all in a carnival-like atmosphere with live music and street food stalls.

Yay for summer! Moy Park’s BBQ range is back

Ciaran Fagan, from Castlepollard; Aine McElroy (Castleblaney); Aoife Rigney (Glasnevin); Rebecca Smyth (Mullingar) and Pia Farrar (Enniskerry) pictured enjoying Ireland’s first Fyffes National Fitness Games

Moy Park’s branded BBQ range includes three tasty fresh chicken lines

Ireland’s number one chicken brand, Moy Park, will bring back its popular BBQ range and hopefully the sunshine – just in time for the summer. Packed full of flavour, the products take the hassle out of preparation and give consumers time for hosting and enjoying al fresco entertaining with family and friends. Moy Park’s branded BBQ range includes three fresh chicken lines - Cajun Marinated Chicken Breast Sizzlers, Mango, Lime & Coconut Chicken Mini Fillets and Sweet Chilli Chicken Drums & Thighs. “At Moy Park we pride ourselves on being market leaders in innovation and consumer trends,” explains Ellen Wright, brand marketing manager at Moy Park. “We continue to see a desire for new and exciting flavours inspired by global cuisines, which informed the development of this product range,” she adds. “We’re delighted to bring the lines back to the BBQ for summer 2022. There really is something for everyone to enjoy!” For further information on products and distribution, contact Moy Park commercial manager Kat Reid on 00 44 788 1037022.

A brush with true entrepreneurial spirit Honest, effective collateral begins with the belief and commitment of the people behind the brand. Take Derek Doyle, for example, the man behind Proud Paints, whose showroom and website are going live this month. Using experience and expertise from his career working with paints, Doyle has developed a high-tech, world-class paint - as he says, “Science has never looked so good”. To realise his vision for the Proud Paints business, Doyle wanted to overhaul and invigorate the website and refine the packaging designs, to give customers better interaction with the brand, both online and in the showroom. Graphic design and digital website agency Open (www.weareopen.ie) worked with Proud Paints to achieve these goals and bring its vision to life. “I’d like to thank Open for their fantastic creativity, openness and experience,” Derek Doyle said. “The project totalled 14 months

ShelfLife May 2022 | www.shelflife.ie

€5000 in prizes must be won! The Irish Farmers Journal is the largest selling national newspaper title for most retailers every Thursday. At the new cover price of €3.60, it delivers a net margin of €0.825 on every copy sold. Retailers are advised to position the title on the top shelf of your newspaper display (extra facings where possible) every Thursday and Friday to maximize category revenues.

Weekly prizes The Irish Farmers Journal is giving away €5000 in weekly prizes over the summer months to retailers who submit photos of the Irish Farmers Journal displayed in a prominent location in their store. Prizes include luxurious hotel breaks in FBD Hotels & Resorts four-star properties located in Dublin, Waterford, Kildare and Laois plus GAA tickets, merchandise and much more! Retailers can enter every week from 5 May- 31 August 2022 at ifj.ie/retailer.

Business expense

Derek Doyle of Proud Paints, which offers a range of indoor, outdoor and specialist paints, with over 1,000 colours

from start to finish, and entailed new product packaging design, colour cards, ecommerce website, and the branding of our new decorating store - inside and out. Every step of the way, their team was available to support and discuss our project details at a moment’s notice.”

The Irish Farmers Journal is also a legitimate business expense directly related to the running of your customer’s farm business. For that reason, farmers can claim back up to 52% of the price paid for the Irish Farmers Journal as a tax-deductible business expense. A top tip for retailers is to make regular customers aware that they can get the Irish Farmers Journal for half price if they purchase the paper from your store every week. At the end of the year, retailers simply need to provide the customer with a receipt for papers purchased to make a claim.

Shine a light on

reduced energy costs of up to 80%

Reduce your energy consumption with a fully funded lighting upgrade for your business. Future proof your company’s efficiency with a lighting upgrade and enjoy a guaranteed monthly reduction in your lighting bills and carbon footprint. We’ll carry out a comprehensive audit, create a bespoke lighting design and oversee installation, leaving you to enjoy a brighter workplace.

energia.ie/business/lighting-solutions

SEEN AND HEARD

Musgrave MarketPlace invests in digital future Musgrave MarketPlace has invested significantly in a digitisation strategy in a move which the national wholesaler says will create both a seamless online shopping experience for its customers and a selling platform for Irish suppliers. Servicing more than 50,000 customers across the island of Ireland, Musgrave MarketPlace’s new website now offers customers a one-stopshop for all their business needs. Customers can purchase more than 14,000 products from the core Musgrave MarketPlace range, as well as the option to buy from its new Extended Range. Extended Range is a digital-only curated range, hosted on the site on behalf of trusted suppliers, delivered directly to customers from the supplier’s own distribution centre. As this service grows, it will give customers even more choice and offer local suppliers the opportunity to access Musgrave MarketPlace’s vast customer base. On the improved and optimised website, User Experience (or UX) is at the forefront of the design, and the site works seamlessly on desktop, mobile phones and tablets. With a host of brand-new features, customers can benefit from real-time stock information, notifications for when items are back in stock and suggestions for alternative similar products. Accurate delivery lead times are also available on all products. Additionally, a click and collect service is available from local Musgrave MarketPlace branches nationwide, seven days a week.

Fyffes finds North Donegal school is Ireland’s fittest Scoil Na Croise Naofa, Dunfanaghy, in North Donegal, has been chosen as ‘Ireland’s Fittest School’. The award went to the primary school in recognition of what adjudicators called “a culture of fitness evident throughout the school”, following its participation in a competition in which Students celebrating at Scoil Na Croise over 500 primary schools Naofa, Dunfanaghy north and south took part. Launched last November, the six-months long initiative – fronted by well-known Irish Olympians, athletes Phil Healy and David Gillick and organised by banana distributor Fyffes – had the goal of adding focus to the importance of exercise, fitness and healthy eating amongst young people. In part, its purpose was to supplement and maintain the momentum built-up under the three-years-long Fyffes ‘Fit Squad’ programme of school visits in which, until the outbreak of Covid forced its deferral, more than 20,000 young primary-age pupils across Ireland had engaged. A central feature was a series of exercise routines devised and recorded online by Olympians Healy and Gillick. The award to the Dunfanaghy school will comprise some €5,000 worth of sports equipment plus a visit from athletes Healy and Gillick. Thanking Fyffes Fit Squad for “providing the opportunity for schools to engage in physical activity in such a thoroughly enjoyable manner”, Mary O’Donnell, teacher at Scoil Na Croise Naofa, congratulated the children, teachers, staff and parents for all their “efforts and commitment”. Fyffes head of marketing, Emma Hunt-Duffy praised the level of interest that the competition generated amongst schools across the country, noting, “really encouraging was the vast number of teachers and young pupils who incorporated the exercise routines in their PE classes, seeing them as a fun and easy way to stay active and keep fit”. Further details can be viewed online at www.fyffesfitsquad.ie.

ShelfLife May 2022 | www.shelflife.ie

Michael McCormack, managing director at Musgrave MarketPlace and Rory Stack, head chef at The Yacht Bar & Restaurant, who describes the new website as “slick, easy to navigate and, as ever, contains everything that we could possibly need to run our business”

The new login system permits multiple users per company to sign up with various permissions, allowing staff to put orders together and managers to approve them before they are processed. In addition, orders can be uploaded using the brand-new Quick Order function where customers can use barcode scanners to create a list or enter the SKU codes on the site placing the products directly into their basket. Favourite lists can also be created. Financial information including invoices, statements and previous orders can also be accessed at the touch of a button with the facility to add a purchase order number.

Centra launches new campaign celebrating choice called ‘Choices Define Us’ Centra has launched a new campaign that celebrates choices called ‘Choices Define Us’. The campaign focuses on Centra’s position at the heart of communities all throughout Ireland with 481 locally owned and operated stores nationwide and the fact that it “is committed to offering choice that meets the evolving needs of shoppers today and into the future”. “This is a defining time in our lives where people are making more considered choices than ever,” said Ray Kelly, marketing director, Centra. “At Centra we take great care to understand what choices people are making and the impact that those choices will have on how people live, work, and eat so we can continue to adapt and evolve our retail offers and experiences to meet the needs of communities across Ireland.” To mark the launch of this campaign, Centra commissioned an in-depth study to provide a deeper understanding of the choices people are making in Ireland in this period of revaluation, forced by the pandemic. When asked to look at areas where people are currently making positive choices, shopping locally (95%) is something chosen by the vast majority of people. “There is a clear recognition from this research that the local shop serves as a hub for the community,” Ray Kelly added. “We feel great pride and responsibility knowing that so many people choose to walk through our doors every day and we know that with the future of hybrid work that Centra will play an even greater role in many people’s lives as they choose to opt for more local amenities closer to home. We are committed to giving our customers the best choice every day.” The Centra Choices campaign which is now live, encompasses TV, audio, out-of-home (OOH), cinema, podcasts, PR and social.

JP McMahon, Patrick Horgan, Paul Ryder and Ursula Walsh pictured at the launch of Centra’s new campaign, Choices Define Us

SEEN AND HEARD

One year on for Nearby Back in April 2021, after more than a century in the wholesale business, S&W rebranded its offering and promised ‘A Whole Lot More’ for its symbol customers. One year on and Nearby can now boast over 75 stores serving and supporting local communities across the island of Ireland. Completely exclusive to S&W Wholesale, Nearby continues to play a vital part in a wider modernization strategy to help independent retailers forge deeper connections in the local community. Despite the extensive challenges faced during the pandemic, the Nearby brand has grown from strength to strength and says it will continue to operate to the highest standard of safety precautions with the opening of even more new stores planned before year-end. “Since the opening of that very first store back in April last year, we’ve been working to create a high-quality service for both Nearby retailers and their customers in-store,” said Jason McSteen, sales manager, at S&W Wholesale. “The new Nearby stores have been very well received in their local communities with retailers noticing an increased level of footfall in their stores as a direct result of the conversion to Nearby.” With a strong focus on local communities, each Nearby store celebrated the brand’s first birthday over the weekend of 8 – 10 April with cracking birthday deals on grocery essentials, balloons, giveaways and local fundraising from each store. The key store for this milestone was based in Cabra, Co. Dublin with a community focused retailer who has been serving and supporting the local area now for over 12 years. “The S&W team have been superb in making the transition seamless and helping getting the store ready for launch,” said retailer Tommy Macken. “The customer feedback has been fantastic on the store and with all that has

Retailer Tommy Macken and the team at Nearby Cabra celebrating Nearby’s first anniversary

been going on around the store and the event, it has created a real buzz in the local area.” Tommy Macken and his team have created a central hub right at the heart of Cabra with a busy deli serving hot breakfasts and delicious hot and cold lunches, a post office, off-licence, Cuppa Coffee to go, freshly baked goods, Irish Lotto and all consumers’ favourite brands offering them value right on their doorstep – nearby. The event was supported during the run-up and on the day by local radio station 98FM with their Thunder Crew working alongside the Nearby team in handing out Nearby hessian bags packed full of goodies, as well as wine tastings, hot party food, balloons and much more. Some fantastic prizes including in-store vouchers and exclusive Nearby red present boxes were also hidden around the store. “The dedication and commitment to the local community by the Macken family and their team underpins exactly what Nearby stands for,” said Daniel Comiskey, brand marketing lead. “We started this journey during the pandemic and to have reached this milestone with the amount of stores is a true reflection of the hard work and passion from all the retailers thus far and those working behind the scenes at S&W Wholesale. We are very much looking forward to reaching further milestones with the brand this year.” ■

Push your potential Open the door to your brand’s potential and great results will follow. See for yourself at weareopen.ie

Branding • Packaging • Digital ShelfLife Month 2022 | www.shelflife.ie

You’ll be in good company at MACE Line up with MACE brand ambassador Johnny Sexton and the rest of our winning team.

MACE, we’re looking for retailers who bring a smile to work every day to join our amazing team.

Take the first step and get in touch with Andrew or Liam who can give you a full introduction to what the MACE brand and MACE team can do for your business.

Our new stores are designed to be both bright and welcoming, to place you at the heart of the community in which you serve.

To find out more, contact:

Speaking of service, our quality fresh foods and innovations meet the ever-changing needs of people and have been proven to drive profitable sales increases for MACE Retailers. You will have the support of our experienced team around Ireland, along with award winning marketing to grow your business.

Andrew McCann (Regional Manager North) amccann@bwg.ie / 086 041 4334 Liam Attridge (Regional Manager South) lattridge@bwg.ie / 086 852 1362

www.mace.ie facebook.com/MACEIreland

instagram.com/MACE_ireland

youtube.com/MACE_ireland

twitter.com/@MACEIreland

CSNA NEWS

CSNA NEWS CSNA OPINION

CSNA believes CCPC questionnaires represent a ‘fishing expedition’

JOHN PAUL LONERGAN National President, CSNA

PRESIDENT’S OPINION

CSNA supports proposed amendment to Sick Leave Bill The Sick Leave Bill currently being discussed in the Oireachtas will create additional costs for our members that replace a staff member with a substitute. The CSNA supports this amendment which acknowledges that those of us in service and customerfacing businesses are different from employers that do not replace absent employees. We hope that the Tánaiste will accept Deputy Matt Shanahan’s amendment which would insert a new section into the bill that reads as follows:

Section 16 Those employers who can provide evidence that an extra employee was paid for during the period of sick leave, in order to ensure no interruption in business activities or customer service, will be entitled to apply for a rebate of those costs from the Revenue Commissioners. The Minister will make regulations to this effect.

ShelfLife May 2022 | www.shelflife.ie

Many fuel retailers recently received communications from the CCPC (formerly the Competition Authority) requesting that they fill out an extraordinarily detailed questionnaire regarding fuel sales in the most recent month. We believe that the CCPC are on a fishing expedition seeking “evidence” or “facts” to justify what could prove an extensive exercise to back up the hostile furore whipped up by politicians and commentators, which we believe is totally ignorant of the realities of fuel retailing. Unless the CCPC finds conclusive evidence of collusion or Cartel-like behaviour, no laws were broken by retailers. Unfortunately, many owners, managers and their staff were subjected to the most sustained, vile and threatening

behaviour from hard-pressed motorists who had been fed a false diet of hope and blame. This questionnaire is voluntary; you may or may not be able to find the time to reply, it’s not as if there aren’t 100 more pressing matters on your desk. Although the letter provides a legislative backing for compelling a retailer to respond, in such an instance they would need to prove the need to get your response as a vital and necessary component of a directed investigation. The people designing the questionnaire are literally seeking an hour-by-hour reporting of deliveries and sales, incl VAT and ex VAT, volume, and value for a 20-day period. It’s your call - if we could get assurances that the CCPC would

investigate the very public calls to boycott certain brands and establishments we would be more inclined to have faith in this process.

CSNA ADVICE

CSNA NEWS

Beware: It is illegal to offer tobacco promotions

Future test purchasing planned for Lottery agents In 2018, the regulator of the National Lottery commissioned IPSOS/MRBI to conduct test purchases, using minors aged 15,16 and 17 to test the willingness of retail agents to sell a scratchcard to these children. The results were a wake-up call to both Premier Lotteries Ireland (PLI), operators of the National Lottery and to responsible retailers. In 38% (almost four in 10) of the 510 stores surveyed, which were fully representative of the retail mix (supermarkets, service stations, convenience, post offices, newsagents etc) of the Lottery network, the minors (who were observed by an MRBI representative) were not asked their age nor asked for I.D. to verify their age. This has led to a series of actions from PLI to encourage and ultimately enforce a compliance regime from the agent network. The regulator has indicated in a recently published strategy

The CCPC has requested that retailers fill out a detailed questionnaire on their fuel sales

In 2013, the Minister for Health James Reilly published a Statutory Instrument 530/2013 which enacted the Public Health (Tobacco) (Control of Sales Promotion) Regulations 2013. These set out the following:

The National Lottery regulator has indicated that she will conduct another test purchase initiative using minors within the next two years

outlook that she will be carrying out another test purchase initiative using minors within the next two years. Given the huge focus that PLI has placed on improving awareness and signage, it would be hoped that the results will more closely mirror those obtained by EHOs for tobacco and by An Garda Siochana for alcohol. The solution is to ask for an ageconfirming I.D.

• A person cannot, sell, cause to be sold, make available, cause to be made available, promote, cause to be promoted, a tobacco product to another person at a reduced price or free of charge whether the provision is in conjunction with another tobacco product or a different product or service. It is highly unlikely that any retailer would ever give away or promote any tobacco product but be aware - it is an offence if they did.

It is an offence to give away or promote any tobacco product

CSNA NEWS

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CSNA MEMBER STORY

CSNA TIP OF THE MONTH

Caution: Check your security measures today! The CSNA has been notified by numerous members of a series of robberies in the Limerick area. In one instance the individuals were able to bypass the key opening/closing pad for shutters very quickly! The individuals then broke the glass in the sliding entrance doors to gain entry to the store. Once inside, they proceeded to the cigarette gantry where they stole numerous products and also stole the contents from the tobacco drawers below.

These robberies took place in several Limerick stores over the space of a couple of weeks with the thieves entering and leaving one of the stores within three minutes. All the reported break ins were at night-time and not during opening hours. We would encourage and advise all members to review their current security measures and procedures as this gang will without a doubt travel across the country to other stores.

Following a series of robberies in the Limerick area, the CSNA is advising members to review their security measures

Security tip: Install a roller shutter ﬂoor bolt Following on from the recent robberies in Limerick, we have made some enquiries on behalf of our members. After some investigating, it is apparent that the thieves bypassed the shutter key lock by removing 1 – 4 screws from the pad and then placing a brace inside to engage the shutter to open. After some considerations, we would encourage members to have a roller shutter floor bolt installed. This will inevitably slow the thieves down and hopefully the sight of a floor bolt lock will deter them from your premises as they increase the risk of being caught by using their time to break through the keypad and the floor bolt. You can also have an electronic device added to your keypad so that once the cover is removed, this will disable the shutter from engaging and opening. However, this is a costly change for some retailers and therefore we found the floor bolt lock to be the most cost-effective change for members. ■

New!

SnacKing madE eaSy!

www.shelflife.ie | ShelfLife May 2022

OPINION

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

Could predators come snifﬁng at M&S? With Ocado’s average customer order falling by 15% to £124 compared to the previous year as customer behaviour reverts to pre-pandemic norms, Dan White ponders the future of the joint venture for which M&S paid so dearly

he collapse in the Marks & Spencer share price, down more than 40% since the start of the year, leaves the iconic British retailer extremely vulnerable to a predator. The M&S share price stood at £2.31 at the end of last year. By 8 May, it had fallen to £1.33, a drop of 43%. In its defence, M&S can point to the fact that with rising interest rates and the war in Ukraine undermining consumer confidence, the shares of all the major UK retailers have fallen over the same period. Yes, but by nowhere near as much. The share price of Tesco, the UK’s largest food retailer, is down by 7% since the start of the year while the Sainsbury’s share price is down by 16% over the same period. In the non-food space, the Next share price was down by 27%. In other words: while the share prices of all the large brick and mortar retailers in the UK were down over the period, the M&S share price fell furthest. Why?

success during pandemic M&’s food business had a great pandemic. Its joint venture with Ocado to sell M&S food products through the online retailer went live at the beginning of September 2020, just in time for lockdown. Unable to venture out, UK consumers desperate for their M&S nibbles, got Ocado to deliver them to their homes instead.

ShelfLife May 2022 | www.shelflife.ie

During the year to the end of February 2021, which included the first six months of the joint venture, M&S sold £319m of its food products through Ocado. But could the good times continue to roll or was the joint venture’s sales performance being flattered by the pandemic? M&S half-year results to the end of September 2021 showed that its sales through the joint venture had declined by 3% to £309m. This certainly provided sceptics of the Ocado deal, which cost M&S £750m, with food for thought.

ocado woes Recent events at Ocado will have done nothing to allay these fears. Ocado unveiled its results for the year to the end November 2021 in February, revealing that its operating losses had jumped by 85% to £177m. It also warned that its 2022 core earnings would fall below previous expectations. Then in March Ocado released its first quarter trading statement. Not alone had rising costs forced Ocado to “move”, i.e., increase some of its prices, the average customer order had fallen by 15% to £124 compared to the previous year as customer behaviour reverted to pre-pandemic norms.

While the M&S share price stood at £2.31 at the end of last year, it had fallen to £1.33 by 8 May, a drop of 43%

The bad news from Ocado has absolutely clobbered its share price. It has now almost halved since the start of the year, dragging M&S down with it. Investors are obviously worried that the lockdown gains recorded by Ocado, and indirectly by M&S, may not be sustainable and will disappear along with the pandemic. Ocado has recorded an operating loss before exceptional items for each of the past four years. Its total operating losses since 2017 exceed £470m. To which a sceptic might ask: If Ocado couldn’t make money at the operating level during lockdown, when will it ever break into the black? Ocado looks suspiciously like what an old boss of mine used to call a “jam tomorrow” company. After the disappointments of recent months, investors are increasingly demanding jam today.

Discrepancy in market values While Ocado kick-started M&S’ food business in online, the £600m or so of M&S product being sold through Ocado (about a quarter of the joint venture’s total sales) still represents only 10% of total M&S food sales of £6.1bn. When exceptional items are excluded, Ocado

“With Ocado having fallen out of favour with investors, M&S desperately needs to unlock the value in its food business, which accounted for close to two-thirds of its pre-Covid sales.”

OPINION

contributed an operating profit of almost £65m, of which M&S’ share was £32.5m in the first half or about £65m on an annualised basis. By comparison, M&S’ non-Ocado food business delivered an operating profit of £213m in the year to the end of March 2021. Even after the steep falls in the share prices of both M&S and Ocado, there remains a huge discrepancy in their market values. At the current share price M&S has a market value of about £2.6bn. Throw in net debt of £3.15bn and that’s an enterprise value of £5.75bn for a company that cranked out operating profits of £590m in the year to March 2020. Ocado has a market value of almost £5.9bn and net debt of £360m to give it an enterprise value of just over £6.25bn. This is despite its sales being less than a quarter of those of M&S and not having recorded an operating profit for four years, a loss-making run that looks set to continue into the current year. That’s the sort of disparity that might just about make sense if Ocado looked set to finally deliver on its much-touted promise. However, the latest run of bad news almost certainly means that rather than finally getting some jam today we will have to endure many more tomorrows.

Steve Rowe, M&S CEO pictured (right) with Tim Steiner, Ocado CEO, in February 2019 as they announced the creation of a new 50/50 joint venture with Ocado Group Plc. With effect from 25 May, Stuart Machin will become the new M&S chief executive, alongside co-chief executive, Katie Bickerstaffe

a pair of new bosses This leaves M&S, which reports its results for the year to the end of March on 25 May, in a pickle. With the markets apparently having lost faith, at least temporarily, in Ocado, what is the future of the joint venture for which M&S paid so dearly? Is this the prism through which we should

view the recent management reshuffle at M&S, which saw chief executive Steve Rowe eased out? However, instead of replacing him with just one new boss, M&S now has a pair of them, the management equivalent of a buy one, get one free offer! The new chief executive will be Stuart Machin, currently head of M&S’ food business, while Katie Bickerstaffe, the existing head of the clothing & home division, becomes “co-chief executive”. I’ve been around long enough to have learned that such two-headed, pantomime horse management structures rarely end well. The Machin/Bickerstaffe condominium is almost certainly not for the long term. The recent falls in its share price have highlighted the fact that M&S’ clothing & home business is effectively valued by the market at zero or even less. With Ocado having fallen out of favour with investors, M&S desperately needs to unlock the value in its food business, which accounted for close to two-thirds of its preCovid sales. To do this, M&S will almost certainly have to split its food business from clothing & home, hence the new management structure. If chairman Archie Norman doesn’t announce a drastic restructuring on 25 May, then he may find a predator will do it for him. ■

INSTANT HYDRATION

IN THE MORNING WITH MOISTURISING VITAMIN E www.shelflife.ie | ShelfLife May 2022

FEATURE

Is it too soon to cash out? A recent outage by payment services company Opayo shone a light on the frailties of a cashless society. Relying wholly on technology as opposed to tangible cash, has its issues. Fionnuala Carolan looks at the pros and cons of a cashless society

The Covid-19 pandemic caused a drastic decline in cash usage due to the risk of contamination from exchanging cash. In 2020 e-money transactions through methods such as Apple Pay and Google Pay saw a 1,700% increase, according to the European Central Bank. Businesses that continue to fail to provide card payment services are seen as nearly archaic. Many of us don’t even carry a wallet or debit/credit cards anymore due to the ability to pay through Google Pay and Apple Pay on our phones. While business owners and consumers have become accustomed to not holding much cash, problems arise when technology fails and this will inevitably happen from time to time. Exclusively relying on technology has its limits. This became apparent when a technical problem at payments company Opayo, formerly known as Sage Pay, happened on 21 March leaving many retail outlets around the country unable to process card transactions. The outage lasted for approximately eight hours but it caused enough trouble for business owners to ponder whether relying entirely on card payments is really the way forward.

Opayo Opayo was formerly known as Sage Pay, but the name was changed after Sage Pay was bought by US Bancorp subsidiary Elavon in 2019 for a reported €270m. Opayo has around 50,000 customers in Ireland including SuperValu and Avoca, and says that only a proportion of its customers were impacted by the outage that started shortly after lunchtime on Monday, 21 March. The Banking and Payments Federation of Ireland (BPFI), the representative body for the payments sector here, is investigating how it came about and at the time said: “The issue appears to have so far affected card transactions at certain outlets of SuperValu and also an off-licence chain, as well as bookshops and other smaller retailers.” Shoppers in SuperValu stores were unable to use their cards to pay for their shopping but within a few hours Opayo said the problem had been fixed and the system was functioning normally again. “We can confirm the issue is now resolved and normal service is restored. We continue to monitor the service closely,” Opayo said.

Online affected CSNA CEO Vincent Jennings has called on the Central Bank to investigate the Opayo card payments outage that occurred on 21 March

ShelfLife May 2022 | www.shelflife.ie

Interestingly, the company said its online payment services were not affected during this outage. However some SuperValu customers reported problems carrying out online

transactions on the supermarket’s website at the same time. And in a tweet, SuperValu confirmed that its card payment service provider was experiencing technical issues which were affecting the processing of card payments at its stores as well as online. The last known previous outage experienced by Opayo customers was on 17 June 2021, which impacted companies around the world including EasyJet, Krispy Kreme, Europcar and Office Shoes. Those representing the Irish retail trade are not happy to just accept that ad hoc outages will occur from time to time due to the complete disruption to business that it causes and are looking for assurances that there will be more back-up in the future.

Investigate The Convenience Stores and Newsagents Association (CSNA) called on the Central Bank to investigate the outage. “The disruption in supermarkets and convenience and forecourts was truly extensive,” said CSNA chief executive Vincent Jennings. “Retailers lost sales and credit had to be given to other customers, with the hope now that they will pay up,” Jennings added. “I’ve asked the Central Bank to assure me that they are seeking a report and to confirm they are aware the Opayo system went down at the same time throughout the UK.”

FEATURE

“A study in 2020 of more than 2,000 people by the consumer group Which? found that one in 10 people were refused by shops when trying to purchase essential items with cash during the pandemic.” Jennings said it was the third card payments outage that occurred in four weeks. RGDATA also called on the Central Bank to urgently review the back-up services provided by payment service providers in the case of outages. “In this day and age it seems extraordinary that any payment services provider can lack the relevant contingency supports to ensure that there is continuity of service when technical issues arise,” said Tara Buckley, director general of RGDATA. RGDATA requested details of the measures that the Central Bank is taking to ensure that payment services providers have appropriate contingency arrangements in place and sufficient back-ups to prevent outages. “It is important that retailers have confidence that there is a robust regulatory oversight of the operations of payment services providers and that appropriate contingency and redundancy arrangements are in place to prevent service outages,” Buckley said.

Irish shoppers ditching cash Despite the risk of outages, card payments are now the preferred way to pay in Ireland. A study by Paypal of 1,000 Irish consumers entitled the ‘Retail Trends & Spends Study’ showed that over half (56%) of Irish adults say the pandemic has permanently changed the way they pay for products and services, with almost three quarters (73%) preferring cashless transactions. Digital seems to be the preferred route as 72% of respondents indicated they prefer digital payment methods (such as paying with their smartphone), while 71% like contactless checkouts (such as self-service tills). A cashless society benefits those who have access to technology and money in general. The poorest in society and poorer nations will be disadvantaged most by the move to a cashless society. The charity sector is one that has lost out due to our increasing appetite for cashless transactions. In response to this, Spar has been trialling a digital ‘Smart Poster’ collection solution in its stores that allows customers to donate to Spar’s official charity partner Make-A-Wish Ireland via their mobile telephones. Using this contactless technology, customers in Spar stores across Ireland can now tap their smart phones on the special posters and a web page is opened on their device. The customer can then choose to donate directly to Make-AWish using the Apple or Android Pay

capability on their phone or input their debit/ card details directly. This is a great way to entice people to donate to causes when they don’t carry spare change on them anymore.

Sweden Many consumers have been simply forced away from using cash due to many businesses not accepting it anymore. A study in 2020 of more than 2,000 people by the consumer group Which? found that one in 10 people were refused by shops when trying to purchase essential items with cash during the pandemic. Contactless payment only has become quite common so we are being pushed in this direction whether we like it or not. Some countries like Sweden are fast moving towards a cashless society entirely. According to the European Payments Council, cash transactions accounted for just 1% of Sweden’s GDP in 2019, and cash withdrawals have been steadily declining by about 10% per year. Sweden is gearing up to become the first cashless nation in the world by 2023. There are obvious advantages to a cashless society. It costs money to print and transport cash and we have long heard Irish retailers lament the cost of banking cash and the susceptibility of theft when there is considerably amounts of cash kept in a business. Travelling has become much more convenient as you don’t have to exchange your money for the local currency. Also it makes it impossible for people to evade tax and conduct money laundering if there’s a record of every payment they receive.

Disadvantages of card It’s not all plain sailing using cards either though as SuperValu customers experienced on 21 March. When technology fails, consumers are left high and dry. Likewise, business owners have no way of accepting payments when systems fail. When you spend cash, you recognise the financial impact by physically taking the cash out of your pocket and giving it to someone

“It is important that retailers have confidence that there is a robust regulatory oversight of the operations of payment services providers and that appropriate contingency and redundancy arrangements are in place to prevent service outages,” said RGDATA director general Tara Buckley

else. With electronic payments, on the other hand, it’s easy to tap without taking account of how much you spend. Also in a cashless society, you’re much more exposed to fraud, which is something people are having to become more wary of all the time with more sophisticated scams being uncovered every week. And simply there are still a lot of people who like to deal in cash and believe the old adage that cash is king so it’s certainly not any harm to keep some cash in a business for those customers and the odd systems crash that we will inevitably experience. However, despite the flaws of the cashless society, we have to accept that cash is on the decline and the retail trade will need to continue to put pressure on our tech operators to have more robust back-up systems to avoid outages in the future as much as possible. ■

A Paypal study of 1,000 Irish consumers showed that almost three quarters (73%) now prefer cashless transactions

www.shelflife.ie | ShelfLife May 2022

20 COVER INTERVIEW

Hot chocolate As Lily O’Brien’s celebrates its milestone 30th anniversary, Gillian Hamill caught up with CEO Michelle Vance to reflect on the sweet success of the Newbridge-based confectioner, which has grown from founder Mary Ann O’Brien’s kitchen to employing 219 people today, with plans for an exciting new launch in the pipeline for Q4 of this year

ticky Toffee, Death by Chocolate, or Praline Perfection…what to try next? Yes reader; it’s a tough gig working here at ShelfLife! That said, our journalistic research rarely proves as delicious as it did this month, when reporting on Lily O’Brien’s milestone 30th anniversary. Not content with munching our way through an assortment of confections drizzled, smothered and sprinkled in scrumptiousness, we headed to Lily O’Brien’s HQ and facility to watch those very same chocolates being made, under the watchful eye of our personal tour guide for the morning, none other than CEO Michelle Vance herself.

Innovation “We have a long-standing culture of innovation across the business,” Vance tells us as we catch up over a coffee break in the lightfilled boardroom which doubles as her office. “We have an excellent R&D team and NPD team who meet every single week; looking at food trends, new recipes, new packaging formats, and different aspects of the business, whether it’s industry requirements, or consumer needs, so innovation is part of the DNA of our business, and the team do a fantastic job of bringing new ideas to us every year.” While creativity clearly flows through this business’s (chocolate-filled!) veins, satisfying consumer tastes remains paramount, according to Vance. “Interestingly, we developed a collection called the Exquisite Collection a number of years ago,” she recalls, “a premium range, all about the authenticity and provenance of ingredients. The very first iteration of that had a fantastic sweet; white chocolate with pink peppercorns. We loved it, but it never went to market because the consumer didn’t like it. It was Marmite! Ultimately, we took the decision not to put it into the collection, but I think it’s one that resonates with everybody in here. You can push things very far, but you’ve got to meet consumer tastes as well.” ShelfLife May 2022 | www.shelflife.ie

At times, the more cutting-edge chocolate trends will appeal to a certain demographic, Vance concedes, but they won’t appeal to everyone. The success of more unusual combinations will also depend on geographical location. “What we have found over the years, is that the trends tend to come from the West Coast of the States across into Europe,” she continues. “Flavours that we would have seen as trends ten years ago in the States are now readily available here.” A case in point being Salted Caramel. “It’s everywhere now in the European markets,” says Vance, “but it’s taken a number of years to reach that point.”

The task of tasting Naturally, while tasting treats is a fun perk of the job for us sweet-toothed journos, it’s an extremely serious business for this premium confectioner, where “affordable luxury” is paramount. The initial tasting is always conducted by the R&D team, who “won’t let anything out past them if it’s not up to standard”. Wider tasting panels, “to which everyone is invited at some stage,” also yield insightful results according to Vance, because “everyone is very honest internally. We will get true feedback from everybody because everyone is invested in the business succeeding.” Today, Lily O’Brien’s employs 219 people, including some 160 permanent, full-time staff members and those on fixed-term contracts. That’s a lot more potential tasters on hand, than when Mary Ann O’Brien first started the business from her kitchen 30 years ago, naming the brand after her young daughter Lily, and originally selling the homemade treats to her hairdresser’s before approaching Superquinn. While O’Brien is no longer involved in the company, “there’s a lot of Mary Ann left in the business in terms of that passion for chocolate; that passion for the brand which is still here,” says Vance.

Career background Michelle Vance first started with Lily O’Brien’s back in 2008. “Prior to that, I’d been the financial controller of a logistics and warehousing company for five years here in Newbridge,” she tells ShelfLife. “Previously, I was a finance manager in Freshways sandwich business in Finglas, which was acquired by Kerry Foods when I was there.” Based in Freshways for five years, it was here where Vance trained as an accountant. Her very first role was actually as a general operative at a pizza factory in Naas, where she progressed to a supervisor role and then into office administration and pay roll. “Luckily for me, one of the managers there moved to Freshways and I got the call to join them,” she recalls, modestly describing her trajectory as “a bit of a skip and a jump to move different places. Freshways was a start-up and getting the business up and running there and putting the systems in place was right up my street and

COVER INTERVIEW

that moved me into finance and resulted in my accountancy qualification.” Vance was originally only expected to join Lily O’Brien’s to “help out with some Enterprise Ireland grant applications for two weeks” but her tenure has obviously lasted significantly longer. We suggest that she must have impressed the boss, but Vance asserts that both parties were mutually impressed. “You’re adopted into the team when you join the business,” she says of the company’s welcoming atmosphere. She later progressed to the position of management accountant, which she held for four years. “In 2014, when the business was first sold to private equity, I was appointed finance director at that stage where I stayed right through until March 2020 when the CEO departed, and I was given the opportunity to take up the role as CEO/ managing director.” Former CEO Eoin Donnelly had previously stayed on with the business after its €40m buyout by Warsawlisted Colian Holdings in 2018. Justifiably, when we ask Vance what her proudest career achievement is, she responds that it’s her progression from a general operative to her role today. “It’s not any one achievement,” she says. “There are multiple achievements as such. I’m most proud that having started as a gen op in a factory in Naas 29 years ago, I can sit here in the privileged position that I am in today as head of a fantastic business.” We were keen to hear how much an ambitious mindset drove this advancement. “There’s an element of ambition and drive, there’s an element of luck and there’s an element of meeting the right people at the right times who appreciate the right skill sets and give you opportunities,” she says. “It’s important to take those opportunities when they present themselves.”

Denise Kehoe, sales manager at Lily O’Brien’s

what that meant for the business; what stock we had in trade, what stock we had in-hand,” says Vance. “We had to make the unfortunate decision to cease production for a number of weeks to allow things to settle down and push through the market. We made the decision to shut down for a longer period in the shortterm so that when we did reopen, we could remain reopen. That was key for the staff and for the employees that we could keep things moving once we opened back up.” With enough stock to tide the business over for six weeks, once production re-commenced, it was straight into Christmas preparation mode when they started back in May; “in a

Impact of pandemic Vance’s major opportunity came at an unprecedented time for Ireland, just days after then Taoiseach Leo Varadkar made his address from Washington announcing that lockdown measures would be in place from 6pm that day. “It was a huge baptism of fire,” she says. “There was about ten days from when I took on the role and when the country went into lockdown, so where I thought I was taking a position to ease my way in and learn the ropes, within two weeks we were in crisis management.” Thankfully, she continues, the team environment of Lily O’Brien’s meant that “when big things happen, everybody just gets around the table and gets stuck in to deal with what’s in front of us. It was a big eye opener for me; just how strong and supportive the team were and how willing they were to work hard to keep things moving.” Despite the fact that it was a key selling period with Easter on the horizon, the difficult decision was made to shut the business for six weeks. “The economy just stopped overnight so the first week was spent trying to evaluate

Denise Kehoe, sales manager; Michelle Vance, MD/CEO; Susan Flanagan, financial controller and James Kearney, operations manager at Lily O’Brien’s

smaller way than normal years but still in the hope that we could just keep things on an even keel and get ourselves through to September, October, November which would be key selling periods.”

Double-digit growth Thankfully, the business has since made a full recovery, and posted impressive double-digit growth in the Irish market during the past year. “We’ve had a good two years once the initial impact of Covid resolved itself,” says Vance. “We’re very much focused on the core elements of the brand; increasing distribution and listings on our core boxed products and that strategy is working in Irish retail. “We’re about to do a big launch in the Irish market in September into a new category so we’re really excited about that,” she continues. “Hopefully, that will give us some more growth in the Irish market and recruit more consumers to our brand. We do genuinely feel that if we can get somebody to taste our chocolate once, we will get them to buy it a second time.” At present, she politely declines to reveal any further details of the new product but watch out for further details from ShelfLife in the coming months. While the group has bounced back from the pandemic seemingly stronger than ever, a silver lining of the crisis was how it illustrated Lily O’Brien’s has the agility and adaptability to navigate difficult times. “The priority for the business has always been the health and welfare of the staff, so whatever needed to be done to protect them was a priority,” says Vance. Accepting absenteeism and coping with slower production schedules became a way of life. “Like many businesses at the end of last year, we came in on a daily basis and counted how many people we had and planned accordingly. Working as a team every day to solve those challenges was the only way forward.” www.shelflife.ie | ShelfLife May 2022

COVER INTERVIEW

Teamwork This attitude is very much in accordance with how Vance describes her leadership style. “I like to collaborate with people,” she says simply. “It’s important to have input from all the managers on-site and everyone involved in the business so we’re all clear on the direction we’re heading in. Coming from a finance background, that collaborative element plays a huge part in the decision-making process, making sure we have the information available and talking through that information to make decisions. Personally, I love to be part of a team and Lily’s is driven by teams across all areas of the business, whether it’s the management team, the operations team, the sales team, or the R&D team.” This team ethos certainly came to the fore during Covid, when strict protocols around temperature monitoring, 2-metre social distancing and daily contact tracing were in place. “We still monitor the situation on a daily basis,” says Vance. “One thing it is important to say is that the staff and the team here did a fantastic job during Covid in protecting themselves and everybody they work with. They were always conscious of abiding by rules and keeping themselves safe and that made our job easier.” A strong team comes from the fact that everyone truly believes in the product, she adds. “When people taste Lily O’Brien’s chocolate, they know it’s made with care and that somebody has thought about every ingredient that’s gone into the box, how it looks, how it tastes and how it’s presented. Over the last five/six years, there’s been investment in the brand at retail level in terms of driving the brand awareness and market share. Around €3-4 million has been invested in marketing to drive brand awareness in key markets. A large proportion of that would be geared towards the UK market which would be our major export market outside of Ireland, as well as always supporting the home market.”

Navigating challenges Naturally, preparing for Brexit was a huge task, but by working well in advance of the Brexit date with Bord Bia and Enterprise Ireland, Lily O’Brien’s was fully Brexit-ready on 31 January 2020. That said, Vance concedes that “it did slow the supply chain down and continues to slow the supply chain down. Customs clearance tends to add extra time to goods coming into Ireland - less so going out - so we’ve had to build that into our supply chain and accommodate that by organising extra storage and extra lead times on ordering.” Another major issue affecting the FMCG industry is of course, cost inflation, which Vance notes is “harder to tackle. It’s ongoing and we still don’t know yet where the final cost base is going to end up. All you can do is negotiate with your suppliers as much as you can, or in some cases, there have had to be

Kevin Keating, managing director, Tennant & Ruttle

cost increases passed on. It’s never nice to have to do that but sometimes it’s a reality that just has to happen.” Logistics and internal shipping have seen the largest price increases. “A container two years ago would have cost about $4,000 to the US, we’re now looking anywhere in the region of $12,000 – $15,000. It’s a massive increase, and that combined with the backlogs that are existing in international shipping and in the landing time to your destination is a huge challenge for the business. Again, you’ve got to go back and really look at the process and build in more time to cope with all of those things.” While the business also ships to Australia, Norway, Denmark and Sweden, “America’s the one where we have seen the biggest impact,” she notes. Ingredient increases meanwhile, have risen from “anywhere from 3 to 10% depending on where they’re coming from”.

Relishing diversity Thankfully for Vance, diversity is a quality she relishes within her role, and all the panoply of challenges and problem-shooting strategies that entails. “When the economy and the world is changing as quickly as it is,” that can prove challenging, she admits, “because you no longer have a fixed plan in place; a piece of the jigsaw puzzle will move and you have to realign with it.” Despite this, Lily O’Brien’s enthusiasm for driving export growth certainly hasn’t waned. “We are travelling to New York with Bord Bia now in June to the summer food fair,” Vance says, “to start some serious market investigation to see how we launch into the US market; what channels we can use, and what opportunities are there. We are also continuously working on driving our export markets in Europe, which were impacted by Covid and only now starting to open up. Ultimately while you can do a lot on digital and Zoom and Teams, there’s no substitute for actually meeting a customer face-to-face.” Of course, sustainability is a key focus for businesses across the globe and Lily O’Brien’s is no different in this regard. “Sustainability has been a hugely important part of the

business for the last number of years,” says Vance, “whereby looking at sustainable paper, ingredients and plastics, are all an integral part of the R&D team. We’re also working to reduce our usage of paper, plastics and all materials across the business. Within foodservice, we have been moving away from single-use plastics into paper-based materials and that’s been ongoing in R&D for the last three years. We’re currently just in final testing to be able to launch paper-based packaging into the foodservice sector.”

Celebrating everyone’s contribution Without a doubt, there’s certainly plenty to celebrate at the current moment within Lily O’Brien’s and so its 30th anniversary celebrations come at an ideal time, with a number of key events expected to kick off in June. Unsurprisingly, Vance is keen to note that “the year is all about celebrating the team and partnerships”. Some team members have been with the business for a long time, and the month of June – 30 days celebrating 30 years – will pay tribute to the “huge amount of value they bring to the business” with mini celebrations, such as prizes and get-togethers, taking place throughout the month. “One of our key sales managers Denise is with us 25 years, Michael one of our engineers is with us 26 years, and we have 49 people who are in the business more than 15 years, and the month of June will be all about celebrating all of those people.” A family fun day will follow in August, while September will see Lily O’Brien’s host a key celebration with “business partner Tennant & Ruttle, who also celebrate 30 years in partnership with us and are a key part in driving the Lily O’Brien’s business in Ireland, through the strength of our partnership. “As we exit out of Covid and return to our normal business and social lives, it’s nice to celebrate with the people who have been through the hard times with you,” Vance says. “They have supported the business in so many ways over that time, and it’s important to celebrate their contribution.” ■

24 ADVISOR: Recruitment

Don’t make these CV mistakes In the first part of a new three-piece series, Excel Recruitment’s Barry Whelan outlines the CV mistakes to avoid if you don’t want to scupper your chances of a securing great new job before you’ve even set foot in the building BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

xcel Recruitment is 20 years old this month, so we have been recruiting for quite some time and over those years, we must have seen every CV mistake there could be! When it comes to CVs, first impressions last and whether it is a candidate or employer’s market, a large part of a recruiter’s job is to filter CVs through the large volume of applications received. On average, each recruiter spends seven seconds scanning a CV to make the decision on whether to delve deeper or not. It is therefore vital to avoid the mistakes that could mean the difference between CV acceptance or rejection. In this three-part series, I will outline the top 25 common errors we find regularly on the CVs we receive.

it’s too long! Given the short amount of time that a recruiter has to look over your CV, it’s a good idea to keep it to the point. Most HR professionals suggest keeping it under two pages to ensure it gets a proper scan. If you have enjoyed a long career this might sound challenging, however, it’s helpful as it allows you to make sure that every sentence counts, helping to sell you to potential employers.

it’s not long enough Similarly, having a CV that is too short and doesn’t contain enough information isn’t a good idea either. While a one-page résumé is often seen as being ideal, we opt for CVs in Ireland as opposed to the one-page résumé. You don’t want to start trimming off important bits of information to squeeze everything onto one page. This could mean missing out on the chance to tell your prospective employer about relevant achievements. While you might be able to impress them with this information in an interview, you have to make it to that stage first. ShelfLife May 2022 | www.shelflife.ie

picking the wrong design We often see this with candidates going for creative jobs such as graphic designers, marketing candidates or fashion candidates. It’s a good idea to make sure that your CV is designed in a way that reflects the type of job you’re applying for. For example, if you’re applying for a position in graphic design or the creative arts, it could work against you if your CV is dull and uninspiring. However, the difficulty is that Applicant Tracking Systems (ATS) used by all large recruitment companies, cannot import your CV into their system or work with it easily. Creative design is good, but only within the traditional CV format.

strange font choices The font you choose for your CV can also have an impact on your chances of scoring a job interview. Extravagant font options look unprofessional and make it difficult for recruiters to scan through your writing. There are some fonts that resonate particularly well. A recent study found that people associate Times New Roman and Arial with stability, while Courier New and Georgia represented maturity and Segou UI was the most persuasive font!

poor formatting You want recruiters to be able to read through your CV with ease, so using the right formatting is essential. A CV with large blocks of text is very visually unappealing and to be honest, time stealing. This may result in busy employers not being willing to look through it at all. Make sure your CV is tidy, with short paragraphs and enough spacing between them. Bullet points can also be helpful when listing things like qualifications or results.

poor use of colour Adding a splash of colour to your CV won’t hurt if you’re applying to jobs

Using the correct formatting is essential so that recruiters can read through your CV with ease, writes Barry Whelan

in the creative sector or less conventional companies. However, you should be controlled in your use of colour. Only use colours in headings and avoid garish or hard-toread colours such as yellow. If you’re looking for jobs in more traditional firms or industries such as banking and finance, it’s a good idea to stick to black and white.

Grammatical or spelling errors and typos If I had a euro for every time I read a store manger CV as opposed to manager… Well, I would have a spare 10 grand! While this is an obvious one, it’s so important. A CV that’s littered with typos and spelling mistakes essentially tells a recruiter that you haven’t taken the time to proofread your writing and therefore you don’t really care about the job. Always go over your text and check for errors and use spell check or free tools such as Grammarly to look for grammatical mistakes. It may also be a good idea to get someone else to read over your writing to make sure you haven’t missed anything ■

26 STORE PROFILE

Tommy Macken from Nearby Cabra was the first retailer to align with S&W when it launched the Today’s brand in the Republic of Ireland. He has recently rebranded to the wholesaler’s latest brand Nearby and tells Fionnuala Carolan why he would highly recommend the brand to other retailers

Uniquely local

abra is a very settled part of Dublin with an aging population and a lot of established businesses. Tommy Macken and his wife Debbie have been running an independent shop here for many years and only signed up to S&W’s brand about six years ago. “We’re here 13 years and were trading as an independent and buying from S&W Wholesale and the BDM approached us a few years ago and said they were launching a symbol brand in ROI and asked if we would be interested in becoming the first shop,” he recalls. “Michael Skelton, the MD of S&W came down and went through the pros and cons of everything and there was a lot more pros than cons. They sold it to us and now I’m well converted and if someone was thinking of joining the group, then they could bring them here or call me and I would be happy to talk

The Cuppa coffee and beverage concept is a great addition to the store, and during the pandemic the store offered unlimited free teas and coffees to frontline workers

ShelfLife May 2022 | www.shelflife.ie

to them about the positive experience and the reasons why I am still committed to them today.” To date S&W Wholesale now boasts over 80 Nearby stores across the island of Ireland. Macken credits the entire Nearby Ireland sales team with the brand’s rapid development and says they have picked great shops to add to the fold. “It’s fairly easy putting a sign over a door but hard maintaining and getting the right people on board,” he says.

Leaving his independence behind Macken had been an independent retailer for over 10 years so joining a group was something he had reservations about. According to Macken, the Nearby brand is a great choice for retailers like himself who are used to going it alone as they benefit massively from the marketing support and the promotions but yet retain their independence due to the lack of restrictions and fees. He explains more about how being with Nearby has benefitted his business. “What they do is put up the external and internal signage and

“If you look after the customer, they will be loyal to you and I learned that from my father,” says retailer Tommy Macken

give you the support of the marketing team and sales team and they have a development team that come around the shops and give you advice on the pricing and margins etc,” he says. “If they tell you you’re going to get two deliveries a week, you get two deliveries a week. If they say it will be on Monday, then it will be on Monday. They are so reliable. The backup is brilliant.” One of the main differences between being a Nearby as opposed to other symbols groups is the lack of a franchise fee and this is a huge consideration for a small business. “They don’t tie you down to contracts,” explains Macken. “What they do is give you the support, give you the back-up and have a marketing team available to do your Facebook and Instagram professionally which is a huge benefit. They also give us a couple of thousand themed leaflets every three weeks for the promotional period.” Macken says although there isn’t an exact percentage you need to buy from S&W, he buys nearly everything from them simply because the price is right. “They look for a bit of loyalty but that’s easy because the price is

The Nearby brand is celebrating its first anniversary, with Tommy’s Nearby Cabra store being centre stage for the launch of the celebrations

STORE PROFILE

Staff members enjoyed a great day celebrating the store’s first birthday

there,” he says. “I’m at around 95% or 96% as it makes sense for me. Even on the promotional cycles every three weeks, you still get your margins. There are promotions on grocery, frozen, household, sweets, minerals, there’s a bit of everything really. We are selling all the bags of sweets for €1 and two litres of 7up and the likes of Bold pods at really competitive pricing.”

Reared in retail Macken grew up in Cabra and although his father has passed away his mother still lives in the area. His parents were also retailers and he learned the ropes from them. He says one of the most significant things he took on board was to recognise that every person that comes through the door is paying your wages so you must look after them as well as you can so they will come back. “If you look after the customer, they will be loyal to you and I learned that from my father,” he says. Macken says that himself and Debbie love coming in because every day is different. “We have a loyal crew here. The staff are friendly and enjoy a chat and a joke with the customers. We have a lot of carers coming in as we are surrounded by houses and it’s an aging population in this area. My customers know they are getting value and in this day and age that is a huge consideration,” says Macken. There are 15 staff between part and fulltime, all recruited from the locality. The shop is approximately 2,000 sq ft with a full deli and a full off-licence. There is also a busy post office in-store. There is plenty of competition in the area, all within a few minutes but there are a number of unique elements to Macken’s shop that helps him stand out from the crowd. “We do a free delivery service,” he explains. “I was doing this long before Covid but it ramped up during Covid. Some days we do 4/5 orders and other days we do 25 so we nearly have a staff number assigned to that between taking orders over the phone and fulfilling those orders. Thursdays and Fridays would be our busiest days for this. The

Nearby Cabra features an extensive off-licence range

average spend is anything from a pint of milk and the paper to €120 for a full week’s shop. We do dinners here and we deliver the dinner free of charge too.” Another unique element to Nearby Cabra is a savings club that is run all year for their loyal customers. People will put between €5/€10 in a week and then some people use it throughout the year, but the majority of people use it for the Easter and Christmas periods to have some money in the pot for the little extras. Macken explains further: “Another thing we do in our off-licence, is that if any of our club members are having a communion or a party in the house for whatever reason, they can come down and give us an order for drinks and we will give them a special rate on that order. We will take money out of their club account and deliver their order and what they don’t use, we take back and we credit their account back. All these little things make us different from the other shops.”

Customer is king During the pandemic, they made the decision to give every frontline worker free tea and coffee at any time as many times a day as they wanted. “The marketing team at S&W helped to raise awareness in the local area and we had the likes of the fire brigade come in after a job and they all got a Cuppa and we were delighted to do it,” he says happily. It’s obvious that Macken loves what he does and he admits to working up to 70 hours a week because he likes to be there when customers come in. “People come in and look for you. It’s the type of shop we are. You walk into bigger shops and they don’t care. A lot of people who come here, it might be their only social interaction in the day and that 30 seconds or couple of minutes you talk to them is very important.” He can add extremely good customer service to the list of unique elements of this thriving business! ■

“If you look after the customer, they will be loyal to you and I learned that from my father.”

The team at Nearby Cabra celebrating the first anniversary of the Nearby brand in the Republic of Ireland

www.shelflife.ie | ShelfLife May 2022

28 ADVISOR: HR

CAROLINE REIDY

managing director, The HR Suite

Re-establishing relationships after a bullying and harassment complaint Following an intense two years during the pandemic, workplace relationships became strained in some instances. Here, The HR Suite’s Caroline Reidy outlines how to encourage employees to re-establish their working relationships and to encourage a respectful culture within an organisation

Left out in the cold? “Having a communication policy and encouraging open staff communication can help in reconciling staff relationships,” writes Caroline Reidy

CONTACT THE HR SUITE: If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact The HR Suite on (066) 7102887.

he uncertainty and intense, stressful nature of the last two years has given rise to workplace disputes, grievances and bullying and harassment complaints. While the introduction of the code of practice on the prevention and resolution of bullying at work in 2020 has provided clarity on policy requirements and the procedure, there is little guidance for employers on how to deal with the aftermath of such a complaint. So, the question remains, how can employers encourage employees to re-establish their working relationship after a bullying and harassment complaint? The measures that employers can enforce are two-fold, in that there are preventative and reactive measures. The ideal situation would be that the preventative measures would reduce the frequency and severity of these complaints occurring, however, the reality is not always so simple. That said, preventative measures such as those below are necessary to ensure you, as an employer, are doing all you can to create a safe workplace for your employees. • Policy: It is imperative that the company has a dignity and respect at work policy/bullying and harassment policy in place and that this policy is circulated regularly to staff. This policy not only notes the importance of dignity and respect in the workplace but also outlines the procedure to staff members. The policy should also contain the definitions of bullying and harassment as provided for under the codes of practice which should help in outlining clearly to staff, what constitutes bullying and what does not. • Training: When we look at recent case law, it is not hard to see the importance of implementing regular dignity and respect training for all members of staff. This type of training not only goes a long way in protecting the employers from being held vicariously liable for bullying that occurs in their workplace, but it can also help staff to learn more about how their actions and comments may be perceived by others. It can also help them to understand what is appropriate communication and language to use in the workplace versus what is not. While it is ideal for this training to be done in advance of any complaints, if it hasn’t been implemented previously, it is still worth

ShelfLife May 2022 | www.shelflife.ie

implementing on the back of a complaint. This will help the parties involved to gain a better understanding of the importance of dignity and respect in the workplace. In terms of reactive measures i.e., measures put in place after the fact, there are several things employers can do to encourage employees to re-establish their working relationships and to encourage a positive and respectful culture in the organisation. • EAP: EAP stands for Employee Assistance Programme. This is a service that some employers make available to their staff for free and it is a confidential programme that provides employees with the support they need in managing whatever work or personal issues they are facing. The EAP can help with a wide variety of personal or work-related issues including stress, anxiety, low mood, financial worries, consumer queries, worries about physical health, and advice on practical, day-to-day issues. Offering an EAP service can help an employee to deal with issues they may have and help in the process of reconciling with other staff members. • Open door policy: Implementing an open-door policy can help in encouraging staff to approach you as their employer with any work-related issues. An open door policy is a way of reminding staff that you are there as a support to them and can give you an opportunity to encourage them to reconcile work relationships. • Communication: Having a communication policy and encouraging open staff communication can help in reconciling staff relationships. Communications training can also go a long way in helping staff to establish clear communication methods and developing skills such as active listening which can all help in the re-establishment of relationships. • Mediation: In more complex disputes, mediation can be useful in aiding the re-establishing of workplace relationships. Mediation is a process whereby an independent, neutral mediator assists parties to come to an agreement through collaborative engagement. It is not about blame, but about understanding the conflict and finding agreed ways of future interaction and behaviour. The most important principles of mediation are voluntariness, impartiality, and confidentiality. It can be a very effective process for addressing grievance issues and interpersonal disputes. ■

Diamond Mist Bar is a single use disposable range of vapes, bringing a modern look and branding to the vape market. Made with a high quality finish and a modern stylish design, the advantages of disposable vapes is there is no need to recharge or refill. The Diamond Mist Bar brand has seen dramatic growth since it has been launched into the Irish market. Available in 11 Great flavours from Iced Mango, Refreshing Mint to Grape Ice, there is a flavour for everyone. PRODUCT SPECIFICATIONS - 575 Puffs - 400mAh High voltage battery - 2ml E-liquid Capacity - 20mg Salt Nicotine - Sleek design - 11 Great Flavours - Disposable AVAILABLE IN 11 GREAT FLAVOURS Grape Ice Lychee Ice Refreshing Mint Strawberry Ice Cream Blue Razz Orange Soda Pineapple Ice Iced Mango Lush Ice Banana Ice Havana Vanilla

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Byrnes Cash & Carry Unit 11, Northern Cross Business Park, Finglas, Dublin 11 Tel: (01) 864 6346 www.byrnes.ie

John McBride (Cranford) Ltd., Milford Business Park, Convent Road, Milford, Co. Donegal Tel: (074) 915 3151 www.mcbridescc.ie

Tuffys Wholesale Collooney Roundabout, Dublin Road, Collooney, Co. Sligo Tel: (071) 916 7797 www.tuffys.net

Perrys Cash & Carry Strawhall Industrial Estate Carlow Co. Carlow Tel: 059 913 1653 www.perryscashandcarry.com

Murphys Cash & Carry Millpark Road, Enniscorthy, Co. Wexford Tel: (053) 923 3152 www.hmurphywholesale.com

30 ADVISOR: Marketing

Marketing: The sum of the big little moments COLIN GORDON

marketing expert

While it’s tempting to focus on the “big” moments within marketing, such as a sparkling new communication strategy, all the “little” moments in a customer’s interaction with your brand, are what ultimately will determine its success, writes Colin Gordon

give unintended lessons to us in business. Let me explain! After watching a game between Munster and Exeter recently, I let the broadcast drift on to hear some of the comments from the ‘expert panel’. One member of the panel began talking about the “big little moments” that can determine a game; those instances which may not be big of themselves but have significance during the course of a game. A thumping tackle, a line out steal, turnovers, an interception.

Getting the little things right

A rugby commentator recently discussed the “big little moments” that can determine a game - instances which may not be big of themselves but have significance during the course of a game

like rugby. I go to matches and I watch TV coverage. It’s hard to say exactly why I like it and what draws me to it but I think it may revolve around how, despite all the changes in society, in the wider area of sport and in how we all interact with TV and live sports, some things have remained constant. And rugby is a great example of relative constancy. I’m thinking in particular of the ‘Corinthian’ spirit that still pervades the game and the players, and I’m also thinking of the respect shown to officials. I’m reminded time and again of how good a job the clubs have done

ShelfLife May 2022 | www.shelflife.ie

in creating and maintaining a strong sense of brand and customer focus. Just think of the wonderful work the four provincial clubs in Ireland have done in developing their brand personalities and connection with their supporters.

lessons from sport It’s not to say I like everything about the game (don’t get me going on scrum resets!) and sometimes the punditry goes off on techno jargonfilled flights of fancy. But in the same way as life imitates art (or maybe the other way around), so too can sport

I like the idea of “big little moments” applying to business and especially to marketing. Business success doesn’t and realistically cannot - have to be all about massive, day-in day-out wins, or awards, or a momentous communication (advertising) strategy. Marketing - and therefore business is all about getting the little things right and doing it all the time - and then being able to take advantage of those “big moments” when they come about. “Little” things are all about how the customer/consumer can buy your product or service, and in the world of FMCG, buy it again and again, recommend it to others and accompany the brand – or even encourage the brand - on its life journey as it develops and progresses. Little things like label legibility, ease of lid opening, reaction to complaints, proof of delivery (POD) and invoicing accuracy, the right case sizes, how reception responds to calls or call-ins, the state of your livery, and the attitude of delivery or merchandising staff (often the public personal face of the brand).

ADVISOR: Marketing

“If marketing is all about making the job of selling easier, then the whole organisation needs to be on their guard to remove anything that interferes with that task.” These little things may be the responsibility of someone else in the organisation, but they need to be understood by marketing. And marketing needs to be in a position to step in to identify any deficits and help orient the organisation to continually improve them. If marketing is all about making the job of selling easier, then the whole organisation needs to be on their guard to remove anything that interferes with that task.

taking responsibility But with a dramatic sense of irony, it’s the day-to-day things that surround all the challenges and demands in business that make it hard not to focus exclusively on the “big moments” and ignore or forget to work out how it’s those little things that impact on the customer and her/his interaction with the brand. Reception is someone’s ‘problem’, POD and invoicing is the job for finance – “nothing to do with marketing”. State of livery is nothing

to do with the marketing team, surely that falls to the distribution gang? The big things take over – new communications executions, a new promotion, incoming market share research and line extensions, all become the primary or only focus of marketers. The little moments become smaller and smaller to them. I often think it’s useful to imagine yourself as the owner and manager of a small corner shop. You’d be involved in every part of the business. You’d be aware of the impact of one thing on other things; you’d know how things interacted. Larger organisations need a functional structure to be able to cope with the scale of the business but why does the same attitude not still exist? Bureaucracy takes over and responsibilities shape into silos. Without getting the little moments right, the big ones will be meaningless. Little moments are big in business, just like in rugby. ■

‘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

QUICK QUESTIONS WITH

Victoria Antoniades

1. Best place for coffee? I actually love McDonald’s coffee for consistently good coffee at the right temperature! Great value too! 2. Favourite movie? Four Weddings and a Funeral! 3. Top book recommendation? I’m much more of a podcast listener these days but I absolutely loved The Heart’s Invisible Furies by John Boyne. 4. Which social media platform do you use most? Instagram, mostly drooling over food images, although TikTok is coming up as

VICTORIA ANTONIADES

head of marketing, Meat Division, Kepak Group a very close second! I love trying all the viral recipes! 5. Best ad on telly? Tesco Love Stories! I love how they bring to life the emotional element behind most of our favourite meals and foods. It always pulls on the heart strings! 6. Worst ad on telly? Nothing springs to mind! 7. Favourite grocery shop? I love Wholefoods. Anywhere I can buy food, eat food and learn how to cook it all under the one roof is a winner for me! 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? A question I think about a lot! I love Mexican food as it has so many interesting ﬂavours and since no one likes a stressed host, I would braise 100% Irish Bord Bia Quality Approved beef short ribs and serve as tacos with all the trimmings. I am very competitive so I’d make sure my

margaritas were strong so I would win! 9. First thing you would do if you were Taoiseach? Build more houses! 10. If you had to live in another country, where would you choose? Without a doubt it would have to be Italy! I love the culture and most importantly their food! 11. Greatest achievement to date? Jumping out of the world of fund accounting and into the fast-paced food industry which I am hugely passionate about. I am lucky to be part of a hardworking, committed and supportive team at Kepak that gives its people the opportunity to develop personally and professionally and champions diversity and equality. 12. Best website? Kepak.com is well worth a visit to learn more about an ambitious food business that is driving innovation and sustainability initiatives, as well as

providing excellent career opportunities and supporting local suppliers and communities. 13. Most annoying public figure? Don’t really have one! 14. Best piece of advice you ever received? Don’t let the perfect be the enemy of the good. 15. Biggest fear? No major fears. 16. City or beach break? I like them both. 17. Top restaurant recommendation? Michael’s for the best seafood in Dublin or Host for all-round great food and atmosphere. 18. Pop or rock? Rock. 19. Favourite time of the day? 6pm… Dinner time! 20. What’s the last compliment you received? ‘You never stop talking about food’. I am nothing but consistent! ■ www.shelflife.ie | ShelfLife May 2022

CATEGORY FOCUS Summer Drinks

Sips in the sun!

Summer Drinks

Soft Drinks

Ice Cream

BBQ

Sustainable Packaging

Tobacco

As the weather hots up, our thoughts naturally turn to refreshing summer drinks on the patio. In 2022, consumers are spoilt for choice due to the premium quality and variety available from Irish producers, with the leading brand names really making a buzz, writes Gillian Hamill

othing beats sipping on a refreshing drink on a long summer evening. Whether you’re heading to a picnic, a barbecue, or hosting a back garden party, having the right selection of drinks on hand is a must. Local and homegrown ciders, craft beers, rosé, Irish whiskey cocktails and infused vodka are the warm weather drinks of choice for many, while hard seltzers and pre-mixed cocktails are perfect for those enjoying a drink outdoors. As well as turning to the old favourites, balmy summer days are made for trying something new. This is reflected in the exciting new offerings launched by drinks manufacturers just in time for the sunny

Bar-quality serves at home Creating premium ready-to-shake cocktails built on twenty years of experience, Cocktail Keg Company (CKC) has

CKC is the only completely fresh batched cocktail in the market today

ShelfLife May 2022 | www.shelflife.ie

season each year. Demonstrating the quality and international reputation of Irish drinks, the total value of Irish drinks exports increased by 19% in 2021 to €1.62 billion according to the latest Bord Bia data. Industry group Drinks Ireland reports that while heavily impacted by Covid-19, and particularly the global closure of the on-trade (pubs, restaurants, hotel bars), exports remained resilient, and producers are now focused on recovery and further growth. Irish whiskey exports grew by 25% in 2021 and were valued at €855m. Meanwhile, Irish cream liqueur exports also demonstrated significant recovery last year, up 19% and valued at €367m. Also in the spirits category,

gin recorded growth of 38%, albeit from a lower base. “Irish drinks producers take great pride in creating quality products that are renowned the world over,” says Patricia Callan, director of Drinks Ireland. “These products are often the first touchpoint people in foreign countries have with Ireland, and many of our Irish brands are rich with history and heritage. Overseas visitors who enjoy one of our drinks products at home may wish to learn more about this when they take a trip here and go to drinks-related visitor centres, or indeed a local Irish pub. It was promising to see exports recover last year, with stronger prospects for the year ahead.”

unrivalled flavour, premium ingredients and consistency delivered on every serve. Only the highest quality spirits are sourced for bar-quality serves. Unafraid to challenge category norms, CKC was founded in 2017 by two awardwinning bar owners; whose creative flair, passion for their industry and sheer doggedness to be led by innovation with a planet-first mantra, has created a paradigm shift in cocktail consumption – allowing anyone to pour an award-winning, handcrafted cocktail in their glass within 30 seconds. Originally designed for the on-trade, the brand quickly pivoted when the doors to hospitality closed in 2020, and CKC now offers its range of high-quality serves through retail, to recreate those on-trade experiences, at home. CKC is now available to buy through Noreast.

Cocktail Keg Company offers a range of high-quality serves through retail, to recreate on-trade experiences, at home

Summer Drinks

Soft Drinks

Ice Cream

BBQ

Sustainable Packaging

Tobacco

34 CATEGORY FOCUS Summer Drinks

with Anthony Farrell and Paul Burns,

founders of Cocktail Keg Company (CKC)

*Q: When was Cocktail Keg Company

all the hard work for you and put it in a bottle! Now all you have to do is, shake, garnish and serve. Simple.

A: Founded by two award-winning bar owners with over twenty years’ experience of creating cocktail menus across Belfast, CKC was born in the on-trade. Wanting to challenge the industry norms of how everyone thought a cocktail should be made, we created CKC to help busy hospitality venues serve premium, handmade cocktails in a fast serve, high volume capacity. Following the global pandemic in 2020 which hit the hospitality industry hard, the brand pivoted to create a B2C extension and now offers a range of high-quality serves through retail, to recreate those on-trade experiences, at home. From the beginning, we have been committed to creating innovative serves that not only taste great, but are also as sustainable as we can make them. And on top of that, we have a strict field to cup, ultra-premium fresh produce policy, and use no artificial colours, flavours or preservatives. Perfecting the art of mixology takes years. The history, the skillset, the theatre. We’ve done

Q: How does your portfolio stand out from other products currently available for these consumers?

established and what was the inspiration and ethos behind starting the business?

Perfecting the art of mixology takes years, but with CKC, now all consumers have to do is, shake, garnish and serve

A brand new taste of summer White Claw, Ireland’s leading hard seltzer brand, is delighted to announce the launch of a new Watermelon flavour. Ireland will be the first country in Europe to sell White Claw Watermelon, available now at selected retailers nationwide, at a RRP of €3 per can and €10 for a four-pack. Made with sparkling water, triple distilled alcohol, natural flavours and crafted with quality ingredients, White Claw Watermelon delivers the same delicate sweetness and pure, crisp refreshment as one of the world’s most popular fruits*. White Claw contains 95 calories per 330ml can and is already available in Ireland in four flavours - Black Cherry, Natural Lime, Raspberry and Mango. It is naturally gluten free with an ABV of 4.5%. Known for being a trailblazer in innovation,

ShelfLife May 2022 | www.shelflife.ie

A: The main ingredient in every cocktail sold globally is citrus - imported lemons and limes that have a huge carbon footprint. Unimpressed with that being the only solution available, in 2017, we developed our own citrus programme, ‘ANAM’. Indigenous to Ireland, ANAM’s unique recipe, which is under patent review, allows us to cold-ﬁll, unpasteurized, making CKC the only completely fresh batched cocktail in the market today. Unrivalled ﬂavour, premium ingredients and consistency delivered on every serve. CKC sources only the highest quality spirits, for barquality serves. Q: How many retailers currently stock your range and what are your targets to grow this number further during 2022? A: Following a hugely successful launch in Northern Ireland, delivered through a distribution agreement with Musgrave Group, CKC is currently selling through SuperValu, Centra, Mace, Musgrave MarketPlace as well as Drinks Inc. We have also just announced our launch into ROI, in partnership with leading drinks distributor, Noreast. We have ambitious numbers in the plan for this year, and with the right distribution partners to help us drive growth, we’re excited to see the brand appear

Ireland-based Mark Anthony Brands International developed White Claw in 2016. It wasn’t long before White Claw became the number one hard seltzer in the US, and the company has achieved similar success in Ireland too. Since launching in Ireland in 2020, White Claw has become the nation’s number two RTD (Ready to Drink) can brand in value, and the driving force behind the growth of Ireland’s hard seltzer category which is now worth €8.6 million in value**. “Watermelon is one of the top flavours in the USA, and we couldn’t think of a better place than Ireland to launch our latest product in Europe,” says Scott Walton, president of Mark Anthony Brands International. “The Irish consumer has embraced White Claw, and Ireland is now one of our top markets. Irish customers are seeking lower calorie alcohol alternatives and shouldn’t >>

Cocktail Keg Company will support its ROI launch with a significant digital and social campaign, alongside high impact retail visibility and consumer sampling

on more shelves over the next six months, delivering more CKC moments for consumers across Ireland. Q: How important is sustainability for you as a group and how are you working to deliver results within this area? A: Our planet is the core of our DNA. That’s why we champion local provenance, and that’s why we’re passionate in our journey to become carbon neutral. For every bottle you buy online, we plant a tree. From the beginning, we’ve constantly challenged ourselves to do better, and that won’t stop as the brand grows – if anything, it becomes even more important. Q: How strongly have you invested in marketing the brand in 2022 and what will your marketing plans for the remainder of this year entail? A: We’ve just completed a substantial rebrand which rolled out late last year, and included a packaging and design overhaul, along with a new website. Next up, we’ll be supporting our ROI launch with a signiﬁcant digital and social campaign, alongside high impact retail visibility and consumer sampling.

White Claw is seeing explosive growth in Ireland and is already the number two ready to drink (RTD) can brand in value, less than two years after its launch

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White Claw has 95 calories per 330ml can, is naturally gluten free and has an ABV of 4.5%

White Claw Watermelon is the latest addition to the brand’s product range in Ireland, which includes Black Cherry, Natural Lime, Raspberry and Mango

>> have to compromise their lifestyle when it comes to their social life. White Claw taps into that desire with an exciting and unconventional alternative to other alcohol categories, which is evident in our category sales. We are confident that Irish consumers will embrace this new flavour just like they have done with Natural Lime, Black Cherry, Raspberry and Mango.” White Claw Watermelon is now available at all major retailers nationwide, distributed by Barry & Fitzwilliam. *(Source: Top 15 Most Popular Fruits in The World - The Science Agriculture, www.scienceagri.com) **(Source: Nielsen Ireland Scantrack data to 30 January 2022)

As part of the launch, Peroni Nastro Azzurro 0.0% will be sponsoring the Aston Martin Formula 1 team which will be supported by a wide-reaching advertising campaign across TV, outdoor and digital channels, along with extensive consumer sampling. Mastering high quality taste with zero percent alcohol, Peroni’s brewing team have used innovative technology and the same premium ingredients as its alcoholic beer including Peroni Nastro Azzurro’s signature Nostrano dell’Isola maize, grown exclusively for the brand in the heart of Northern Italy. Peroni Nastro Azzurro 0.0% will be available in Ireland and the UK from this month onwards. For further information, follow @PeroniIreland on Instagram and Twitter. If you are interested in stocking Peroni Nastro Azzurro 0.0%, contact orders@richmondmarketing.com.

Bursting with southern sunshine

Fragrant Mediterranean botanicals make Míl Gin stand out within the gin category

Refreshing ﬂair with zero alcohol The total no/low alcohol category is in strong growth of +14% in the latest 12 weeks, with lager holding 42% market share. No/low products are becoming increasingly normalised lifestyle choices, making the category more accessible and inviting for consumers than ever before. Super premium Italian beer brand, Peroni Nastro Azzurro, has announced the arrival of its new alcohol-free beer, Peroni Nastro Azzurro 0.0%. The launch of Peroni Nastro Azzurro 0.0% across the UK and Ireland in April 2022 means that there is now a super-premium Italian beer with refreshing taste for all occasions, with alcohol and 0.0% alcohol choices available. The new super premium non-alcoholic lager, bringing value to the fast-growing no and low category. Peroni Nastro Azzurro 0.0% proudly features the same crisp, full-bodied flavour profile as the brand’s signature alcoholic beer, Peroni Nastro Azzurro. The same passion, flair and elevated moments, now with 0.0% alcohol.

New Peroni Nastro Azzurro 0.0% features the same crisp, full-bodied ﬂavour profile as the brand’s signature alcoholic beer

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Míl is an award-winning Irish pot still gin distilled with fragrant Mediterranean botanicals. Created by the Pearse Lyons Distillery in the refurbished St. James Church, it was inspired by the historic site links with the Camino de Santiago in North-West Spain where tradition has it St. James is buried. Distilled with Almond, Basil, Bergamot Orange, Gooseberry, Juniper, Olives, Orris, Rosemary and Thyme, this small-batch gin is bursting with southern sunshine. For the perfect serve: add a wedge of grapefruit and basil.

Triple-casked for character Slane Irish Whiskey is a multi-award-winning blend that is triple distilled for smoothness and triple-casked for character. Matured in a combination of American virgin oak, seasoned bourbon and Oloroso sherry casks, Slane is a smooth, complex and robust blend that is rich in colour and full of flavour. Its striking black bottle calls out its distinctive flavour and unconventional approach that embodies the trail-blazing spirit of Slane, setting itself apart from other brands. It has received multiple awards since launch at a local and international level, including Best Irish Blended Whiskey (RRP of less than €60) at the 2019 Irish Whiskey Awards* and most recently receiving the Gold Medal Irish Whiskey Masters from The Spirit Business 2021. The trail-blazing Distillery and Visitor Centre is on the grounds of the legendary Slane Castle. Slane can be enjoyed neat, in a cocktail, or on the rocks. #SlaneRocks Slane is distributed in Ireland by Edward Dillon & Co. Ltd. A 700ml format is widely available across multiples and off-licences

Slane Irish Whiskey has won multiple awards, most recently receiving the Gold Medal Irish Whiskey Masters from The Spirit Business 2021

Slane Irish Whiskey is matured in a combination of American virgin oak, seasoned bourbon and Oloroso sherry casks

nationwide, with a 50ml format also available. Slane Irish Whiskey has 40% ABV with a RSP of €33**. *(Source: https://irishwhiskeyawards.com/news/82-2017winners-of-the-irish-whiskey-awards.html *(Source: https://www.thespiritsbusiness.com/2021/08/theirish-whiskey-masters-2021-results/ **(RSP is at the sole discretion of the retailer)

Capturing rebel hearts everywhere A heartfelt message in a bottle can carry the depths of sentiment and bridge oceans of time. Grace O’Malley Heather Infused Irish Gin, created in honour of one of Ireland’s greatest treasure hunters, Grace O’Malley the Irish pirate queen, is a multi-award-winning Irish gin that has captured gold, silver and rebel hearts around the globe thanks to its delicious fresh, floral taste. Heather is the hallmark of this great Irish gin, its heart wrapped in centuries of tradition. >>

Grace O’Malley Westport Rose recipe • 5cl Grace O’Malley Heather Infused Gin • 3cl sweet white vermouth (e.g. Lillet Blanc) • 1 tsp Aperol • 4 dashes of rose bitters (e.g. The Bitter Truth) • Garnish with a rose petal Method: Fill a mixing glass with ice cubes and add the ingredients. Stir on ice, then strain into a coupe or martini glass. Add the rose petal.

Grace O’Malley Heather Infused Irish Gin features 14 botanicals, with defining aromatics inspired by the West of Ireland

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>> A symbol of love, luck and protection, the delicate bell-shaped purple flowers of this wild and hardy but beautiful evergreen impart a distinctive taste to Grace O’Malley Heather Infused Irish Gin. Featuring a total of 14 botanicals, it is made with defining aromatics inspired by the West of Ireland including heather, wild thyme, red clover, blackthorn, fraughan and rock samphire.

Rounded and balanced, the predominance of heather gives it its wonderfully fresh, floral finish. Sharing flavour compounds with fresh grapefruit, this is the ideal slice with ice, tonic and a twist for its perfect serve – a Grace O’Malley Gin & Tonic with Grapefruit. Or why not try one of the brand’s signature cocktails, The Westport Rose, a deliciously different toast to the fiery and passionate pirate queen herself, Grace O’Malley.

Passionate for summer Powerscourt Distillery is getting all passionate for summer with a range of seasonal cocktails and locally sourced ingredients.

Powerscourt Passion cocktail Inspired by the vibrant Passiflora growing in the magnificent Powerscourt Gardens, this cocktail celebrates the distillery’s spectacular location at Powerscourt which bursts into colour at this time of year. A twist on the Classic Whiskey Sour, this cocktail is made with Fercullen 8-year-old Blend, passionfruit, passionfruit syrup and lemon juice, combined with simple syrup and locally sourced free-range eggs. The Powerscourt Passion is made with its own Fercullen Irish Whiskey and local produce alongside the tropical passionfruit. The passionfruit slice to garnish is the final flourish!

Recipe • • • • •

30 ml Fercullen 8-year-old 10 ml passion fruit syrup 30 ml passion fruit puree 10 ml lemon juice 1 egg white

Shake all ingredients vigorously over ice in a cocktail shaker. Pour into a coupe glass and top the frothy head with a passionfruit slice. The Powerscourt Passion cocktail is inspired by the vibrant Passiﬂora growing in the magnificent Powerscourt Gardens

Fercullen Old Fashioned cocktail The Fercullen Old Fashioned celebrates the festival and season of Bealtaine in Ireland. Bealtaine marks May Day – the beginning of Irish summer and was traditionally celebrated with bonfires heralding the arrival of summer. The Irish countryside and particularly the Wicklow Mountains are ablaze with golden gorse colour at this time of year. Bealtaine is celebrated with fire, water and flowers. Powerscourt Distillery has taken the symbols of Bealtaine to create this seasonal Irish twist on a classic Old Fashioned: Fire in the smoked orange peel. Flowers from the gorse petals. Water in its own Uisce Beatha, Fercullen 10-year-old.

Recipe • I brown sugar cube • 2 dashes Beara Island Orange Bitters or Angostura Bitters • 2 dashes of Gorse Syrup • 60 ml of Fercullen Irish Whiskey 10-year-old Single Grain • Soda water • Orange slice and peel for garnish • Gorse sprig and petals to garnish

The Fercullen Old Fashioned cocktail uses the symbols of Bealtaine to create a seasonal Irish twist on a classic Old Fashioned

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Muddle the brown sugar with the bitters until dissolved. Add ice to the glass. Pour over Fercullen 10-year-old Single Grain and stir well. Top up with soda water (Powerscourt Distillery uses Poachers from County Wexford). Light an orange peel and blaze briefly to release oils over glass. Once extinguished, add peel to glass and garnish with a twist of orange and a sprig of gorse or some gorse petals.

Grace O’Malley Heather Infused Irish Gin retails at €35 RRP and is available from SuperValu and leading off-licences nationwide. For further information, see www.graceomalleywhiskey.com. From the West Coast of Ireland to rebel hearts around the world, sláinte and #BelieveInGrace!

World’s number one wine With barbecues and outdoor entertaining just around the corner, consumers need look no further than Barefoot wine this summer. Currently the world’s number one wine brand*, Barefoot is the number one best-selling US wine brand and the number six wine brand in Ireland**. “Launched in California in the 1960s and in Ireland in 2010, Barefoot has a long history of introducing new consumers to wine through its fruit-forward, approachable and unique wines,” says Philip Lynch, country manager, Ireland. Thanks to its talented winemaker Jen Wall, the Barefoot range has won over 2,000 awards across the globe. Jen is the most awarded winemaker in the world for wines priced under $12.

Barefoot is the number one bestselling US wine brand and the number six wine brand in Ireland

Barefoot’s top picks for summer include: • Crisp and light-bodied, with tart green apple notes and citrus and peach flavours, Barefoot Pinot Grigio (RRP: €12) is the best-selling Barefoot wine** in Ireland. It is a perfect accompaniment to summer salads and fragrant South-East Asian recipes. • Barefoot is the number one rosé wine brand in Ireland**. Bursting with luscious pineapple and strawberry flavours that are a hit with consumers, Barefoot White Zinfandel (RRP: €12) is great served chilled with a range of light summer dishes. • Growing faster than the Sauvignon Blanc category**, Barefoot Sauvignon Blanc (RRP: €12) offers flavours of fresh pear and citrus. Delicious with a chicken Caesar salad or sea bass. Barefoot wines area stocked by retailers nationwide. *(Source: IWSR Total Global Sales, FY 2020, Total Wine) **(Source: Nielsen Scantrack, ROI FY 21, Total Wine, by Volume)

Barefoot White Zinfandel (RRP: €12) is great served chilled with a range of light summer dishes

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[yellow tail]

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One for the table wine lovers! [yellow tail], Ireland’s favourite Australian wine brand, has a range of affordable wines suitable for the summer months; from bold reds to pair with sizzling BBQs and refreshing whites to sip on while soaking in the sun. The varied and unique wine range makes it easier to find your [yellow tail] in-store. In 1957, founders Filippo and Maria Casella migrated from Sicily and arrived on Australian shores. They began making wine with the family’s winemaking philosophy at its heart; to bring family and friends together on any occasion. It was this approach that inspired John Casella’s vision for [yellow tail], in 2001; to create an approachable wine that everyone could enjoy. By doing so, he wanted to demonstrate that wine could be fun, easy to choose, easy to drink and easy to understand. [yellow tail] Malbec is a summer favourite for tasty BBQs and al fresco dining. Malbec is vibrant and fruity, with a stunning deep red and purple hue. It is bursting with rich and velvety flavours, with notes of ripe berries, dark chocolate, and a hint of spice. It is beautifully paired with a hearty beef steak. Find your [yellow tail]! Website to order: www.bulmersdirect.ie contact us at 1800 303 742.

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Funkin Cocktails Funkin Cocktails is on a mission to show that pre-mixed cocktails aren’t all cheap artificial liquids and that the same great taste, standard and texture of cocktails crafted at the bar can be achieved at home. The popularity of ready-to-drink beverages (RTDs) and cocktails in the offtrade is largely reflective of a trend for consumers to have more premium food and drink experiences at home and it’s important to ensure these experiences are accessible at a range of price points. Creating beverage options that are convenient, perfect for drinking on the go, premium quality and affordable, is imperative. The past two years of restrictions have seen an undeniable shift in consumer drinking trends, and an increased interest in entertaining at home is a large part of this. As consumers continue to look for high-quality drinks to enjoy without

leaving the house, Funkin Cocktails has continued to grow its portfolio of RTDs with a range of options that are made from quality ingredients and guarantee a premium serve for minimum cost and effort. Funkin Cocktails, including Passion Fruit Martini,

Strawberry Daquiri and Pina Colada variants, have experienced rapid success since launching last year. Website to order: www.bulmersdirect.ie contact us at 1800 303 742.

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World-class character Jack Daniel’s Tennessee Whiskey is an iconic, world class brand and crafting something that endures for over 150 years takes time and character. Jack Daniel’s can be sipped neat, mixed with a favorite cola, or stand up in a great cocktail. But at Jack Daniel’s, the team understands that consumers like to explore and try new spirits and to experiment with flavors, especially during the summer months. That’s why the brand is confident that Jack Daniel’s Honey and Jack Daniel’s Apple are the perfect offerings that cater for different consumer taste preferences. Jack Daniel’s Honey is a blend of Jack Daniel’s Tennessee Whiskey and a unique honey liquor of its own making, for a taste that’s one of a kind and unmistakably Jack. With hints of honey and a finish that’s naturally smooth, Jack Daniel’s Honey offers a taste of the unexpected. Made with real honey, blended with Jack Daniel’s Tennessee Whiskey, this new option delivers a naturally sweet, smooth flavour. Jack Daniel’s Apple has the unique character of Jack Daniel’s Tennessee Whiskey, coupled with crisp green apple for

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Giffard produces a broad range of syrups and liqueurs, known across Europe for their excellent quality

Season-inspired liqueurs Fair weather marks the great de-winterizing of the hospitality industry: benches pulled out of storage, umbrellas unfurled, and new cocktail menus placed on terrace tables. Think citrus and herbaceous drinks to keep you cool as warmth spreads on the air, bubbly drinks and spritz style to match your high spirits, and tropical vibes to travel far without moving. After the boozy comfort of winter, the global trend will favour lighter, longer thirstquenching drinks. There will be generosity and more occasions to socialize as the days grow longer and the nights get warmer. Curiosity is still driving consumers to unusual flavours and alternative experiences, especially when incorporated in familiar serves – it’s never been easier to experiment with fun things! In the on-trade, syrups and liqueurs expert Giffard suggests a

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Jack Daniel’s Honey & Lemonade Why not try a Jack Honey & Lemonade at your next BBQ? There’s nothing better for a hot summer sippin’! Ingredients: 35.5ml Jack Daniel’s Honey Lemonade and ice Instructions: 1. 3/4 fill a highball glass with cubed 2. Pour Jack Honey over ice 3. Top with lemonade 4. Add lemon wedge to garnish

Jack Apple Spritz a fresh and approachable taste. It’s bold, refreshing, and exceptionally smooth. Jack Apple pairs perfectly with lemonade for an ideal summer drink or try the Jack Apple Spritz for a refreshing cocktail. Jack Daniel’s Tennessee Honey and Tennessee Apple are stocked in all major retailers nationwide. Contact your Edward Dillon sales representative for information. weekly or monthly rotation of drinks and flavours on the cocktail menu to promote the summer cocktail list, alongside a special promotion during the aperitif hours. Giffard believes this would drive consumption over the summer months and allow consumers to discover more drinks and more flavours, building loyalty to the atmosphere and service of the bar. Hit your internal defrost button with Giffard’s refreshing selection of season-inspired liqueurs for the new and warmer months ahead! Flavour your summer with Giffard! Founded by Emile Giffard in 1885, Giffard is the producer of a broad range of syrups and liqueurs, known across Europe for their excellent quality. Still owned by Emile’s descendants, the Giffard brand continues the family tradition, while embracing new flavours as times change. Giffard is distributed by DrinksGenius (www.drinksgenius.ie). For further information or to make an order, email genius@drinksgenius.ie or telephone 01 6233 222.

Superior vodka Emperor Superior Vodka is distilled five times and filtered in a classic copper pot still. It’s crafted to the brand’s own secret formula by master distillers from one of Europe’s oldest distilleries, with over 300 years of heritage in creating this premium vodka. Emperor Vodka is handcrafted and produced with the utmost care to ensure it meets the highest standards. Infusing the highest quality natural ingredients with its superior vodka, Emperor has created a range of industry-leading flavoured vodkas. Avoiding all sweeteners and colours, the brand says Emperor flavoured vodka delivers a refined way to experience infused vodka, ideal for any situation. Perfect as a shot, a mixer or blended into a flavoured martini, Emperor is confident that the way you drink vodka has changed forever!

Ingredients: 35ml of Jack Daniel’s Apple 90ml prosecco Top with soda water Instructions: 1. 1/2 fill a highball glass with ice 2. Pour Jack Apple over ice 3. Add the prosecco 4. Top with soda water 5. Garnish with fresh apple

Emperor Superior Vodka has created a range of industry-leading ﬂavoured vodkas

Contact Emperor Vodka’s Irish distributor, DrinksGenius, for further information. Email genius@drinksgenius.ie, telephone 01 6233 222 or visit www.drinksgenius.ie.

Release a journey of taste Created through a collaboration between Camus, the world’s leading family-owned cognac producer, and the Baring Family’s Revelstoke Trust, Lambay Irish Whiskey is a combination of centuries-old Irish whiskeymaking expertise and five generations of French Cognac blending and maturation expertise. Lambay Island is a unique location, a hidden paradise just three miles off the coast of Dublin, Ireland. Here lies a playground for puffins, a sanctuary for seabirds, and the adopted home of a troupe of wallabies. Lambay Island is also home to the brand’s bonded warehouse, the Sea Cask Room, open

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Lambay Whiskey Single Malt - Batch 01 delivers an intense mouthfeel of spice, tobacco, and pepper on the palate

Recommended serve:

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Cocktail: Serve as a smoked Rosemary Old-Fashioned with Thyme garnish to enhance the herb note.

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Due to the high ABV of 43%, it’s recommended to sip Lambay Whiskey Single Malt - Batch 01 straight up and with an added pinch of sea salt, which compliments the malt excellently – serve alongside a slice of your favourite crafted dark chocolate or savour with fresh oysters. Alternatively, adding a small drop of water will effuse the malt and oak notes.

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and peat will challenge the traditional sweet, floral and mellow profile we had before, opening us up to new consumers that prefer those taste profiles and wish to leverage up, on their current favourites.” Lambay Whiskey Single Malt - Batch 01 is no ordinary single malt. The first release from the Reserve Cask Series, it’s a rich tripledistilled single malt, matured in bourbon barrels and finished in Lambay Whiskey’s signature style of French Camus cognac casks. Batch 01 contains a higher percentage of island-matured Lambay Single Malt delivering a more intense salty note. This Single Malt consists of both first-fill and second-fill cognac cask finishing, creating a more intense

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mouthfeel of spice, tobacco, and pepper on the palate. Blended with Single Malt from the island warehouse, the whiskey has soft smoky attributes with slight salinity and a lingering finish that balances the rich oak and herb note. Before bottling, the island’s own Trinity Well water is added in the final flourish, to deliver this delicious, triple distilled Irish whiskey. A truly distinctive taste experience, that takes you on a journey of sea, island and cask, from the first sip to the last. For more information, contact Lambay Irish Whiskey Company (LIWC) at info@lambaywhiskey.com, on LinkedIn or telephone +353 (0) 1 567 540. ■

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to the rich micro-climate of maritime winds and sea pollens on Lambay. The sleeping casks effectively absorb the rich island maritime conditions of iodine, sea spray, and salt that enrich its oak cognac casks with unique taste profiles. Born from independently sourced single malts and created for a discerning whiskey palate, Lambay Whiskey recently announced the launch of a new three-part collector’s series of Single Malts called the Reserve Cask Series. Lambay Whiskey Single Malt - Batch 01 is the initial step in this new journey of taste, the first batch of the series, limited to 10,000 bottles. It will be launched across key markets, Ireland, Denmark, France, Netherlands, China and Japan and is available now on shop.lambaywhiskey.com. Batch 02 will release at the end of 2022 and Batch 03 end of 2023. “This series is designed to push the boundaries for our whiskey fans to taste the diversity of cask finishes we can create in our single malts,” says Sabine Sheehan, global brand ambassador, Lambay Whiskey. “Our first Lambay Single Malt release in 2018 was a huge success with its floral, tropical notes and lingering sweetness attracting a new swathe of whiskey drinkers to Lambay. “This Reserve Cask Series will challenge that profile with three very different limited-edition cask releases,” she adds. “Oak, tobacco, salt

Triple distilled, bourbon barrel matured and always cognac cask finished.

A JOURNEY OF TASTE This is no ordinary single malt, but the first release from our Reserve Cask Series. Introducing, Batch 01, a limited-edition single malt of rich oak and pepper with lingering herbal notes and salt. ABV 43% Non – Chill-filtered.

Discover more

Please Drink Lambay Responsibly

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Softly refreshing Sales of soft drinks soared during the recession and are set to keep growing steadily due to the level of innovation happening in the market around functional beverages and energy drinks. Fionnuala Carolan reports

rom mixers to cordials, sparkling offerings and more, when it comes to soft drinks, there’s an abundance of choice for consumers. And last summer, consumers certainly made the most of the expansive range on offer. The staycation boom caused sales of soft drinks to jump by €7.7 million in the twelve weeks to 8 August 2021, research from Kantar found. In line with the industry-wide push towards greener products, sustainability remains a major focus in this category and manufacturers are striving to meet consumers’ concerns by making their packaging more environmentally friendly. According to Bord Bia’s report, the Future of Adult Beverages, globally there is a move to

more functional beverages with a strong influence of sustainability and naturalness. Here in Ireland, in the quest for authentic goodness and natural functionality there is growing interest in wild ingredients. Globally functional foods and beverages are projected to grow by 8.5%. According to a recent Euromonitor report on the performance of soft drinks globally, beverages industry analyst Brian Morgan said carbonates compose 40% of all volume sales

of soft drinks worldwide. Still, the global industry overview found that bottled water surpassed carbonates in 2008 to become the leading category in soft drinks by volume terms. According to Morgan, there are still opportunities for growth in added-value water, specifically sports waters. Young people looking for an energy boost often reach for energy drinks over coffee or soda, he said. ShelfLife looks at the brands you should be stocking for maximum profit in this category.

Wild About was the winner of the Blas na hÉireann Supreme Champion 2021 award

Drink to your health Wild About is an innovative Irish artisan company creating an award-winning range of natural food and drink from native, seasonal and wild ingredients. As the winner of the Blas na hÉireann Supreme Champion 2021 Award, the company is responding to the consumer appetite for functional and healthy food and drink products. Wild About uses simple, sustainable plantbased ingredients with naturally occurring plant compounds, vitamins and minerals to

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promote health and wellbeing. Nettles are one of our greatest native superfoods, a natural source of essential vitamins, minerals and iron. The company started making a nettle syrup a decade ago, to dilute with sparkling water. It has consistently been its product leader, yearon-year. Wild About did some R&D, reformulated the recipe, making it low in sugar and stable (ambient), carbonated, pasteurised in a 330ml glass bottle and its Sparkling Nettle Drink was born. Unfortunately, so was Covid and despite the

social restrictions with no markets, no events or even promotions, Wild About still managed to produce and sell over 20k units in the domestic market. Driven by this, the company developed a second product, a Sparkling Fennel Drink, with similar natural health and wellness benefits. There is no doubt the clear Irish trends, mirrored globally, are heading towards more natural, beneficial, local and sustainable products. Nettle is very popular in Germany, the world’s fourth biggest beverage market worth US$53,662m so the people at Wild About are excited to see where this story goes. For more information on Wild About, contact Fiona Falconer. Mobile: 086 81229525, fiona@wildabout.ie, www.wildabout.ie, Instagram: wild.about, Facebook: Wildabout.ie.

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The Club brand unveils plans to launch a new bold and vibrant design

All mixed up Changes continue to evolve for the better at the number one Irish mixer brand, Club, as the brand unveils plans to launch a new bold and vibrant design. The new design sees the brand move closer to the Club master brand, with the energy from the Club brand mark echoed and built on by illustrations from its past that radiate out in a fun, playful style. “We are very excited about our new Club Mixers’ design, as it is very important for us to keep such an iconic Irish brand contemporary and relevant to the modern consumer,” said Brian Greer, marketing manager, Britvic Ireland. “Not only has our focus over the years

been on delivering a unique and superior taste experience, we want everyone to know we share a purpose of savouring every moment and living life to the full along with Club. We know Irish consumers are eager to buy local brands especially ones that matter more to them. Our new modern Irish design, built on by illustrations of our rich and iconic history, is intended to appeal to a broader, younger audience, focusing on the attributes of heritage, quality, and reliability. We have big growth ambitions over the next five years and this next evolvement of the brand has been designed to transform how we engage with consumers, while emphasising our Irish values through our unique history.” Rolling out across all pack formats in the coming months, it will be accompanied by a significant marketing campaign including sampling, consumer PR, trade press and point of purchase communication. Available as a 6 x 330ml can pack and 850ml PET for the grocery channel, Club Mixers ensures relevance across many drinking opportunities. Its portfolio offers a wide range of flavours, best enjoyed chilled over ice with a garnish of choice. Club Mixers are the perfect accompaniment to spirits, expertly designed to blend deliciously with gins, vodkas and whiskies.

Cordials can be used to create mocktails and cocktails

Create a cordial welcome! Made in Ireland from organic citrus fruit and Irish soft fruit, the award-winning Natural Cordials are the perfect way to celebrate the summer and welcome family and visitors back. Dilute with still or sparking water to make delicious drinks and if you are feeling creative, use them in mocktails and cocktails. See the website www.naturallycordial.ie for recipes that can be followed or adapted and serve with your own unique flair.

Shopper Intelligence: Carbonates and energy/sports drinks segments much more impulsive Most soft drinks categories may sit on the same aisle in grocery stores but in reality they play different roles for retailers due to how shoppers plan them and shop them in-store. Squash/cordial and bottled water are all very pre-planned categories, while carbonates and energy/sports are far more impulsive and shoppers are more likely to need reminders/disruption in-store. Chilled fruit juice is an outlier as it is a very ‘engaged’ category in-store – shoppers will spend time in this category and can be tempted to spend more/trade-up.

MiWadi has been produced in Dublin for the past 94 years

A little sunshine in every drop MiWadi is a truly iconic Irish brand and continues 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 and is a proud member of Love Irish Food. Every bottle in the MiWadi 0% Sugar range is now fortified with Vitamin D which supports your family’s immune system. Vitamin D is very important in our diet to help support your family’s 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 you need to drink each day extra delicious and refreshing, its 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. MiWadi continues to grow year-on-year, maintaining its number one position in the squash category**. *(Source: Department of Health Article Reporting on Vitamin D Deficiency in Ireland, April 2020) **(Source: Nielsen Value Share MAT Total Squash Category November 2021) (Vitamin D contributes to the normal functioning of the immune system and maintenance of normal bones and teeth)

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Soft Drinks CATEGORY FOCUS 45

Give your summer wiiings! Red Bull ApricotStrawberry is a must-have energy drink this summer

Soft Drinks Summer Drinks

Here to refresh your senses and give wiiings to your action-packed summer is the brand new unique Red Bull Summer Edition ApricotStrawberry. Inspired by long sunny days and warm summer sun, this latest fruity number will join a line-up on shelves of popular Red Bull editions including Cactus Fruit, Watermelon, Coconut Berry and Tropical. With all the functional benefits of Red Bull Energy Drink, Red Bull Apricot-Strawberry gives a delicious flavour burst of juicy strawberry that blooms into fruity apricot with a hint of peach.

Ice Cream

Coca-Cola HBC Ireland and Northern Ireland is proud to announce the return of its #WhatTheFanta campaign, delivering on consumer demand for zero sugar variants and flavour innovation whilst bringing some fun and personality to the soft drink flavours category.

*(Source: Nielsen May-Sept 2021)

BBQ

Demand for zero sugar

The perfect base to a summer mocktail, an Instgrammable summer BBQ accompaniment or to give you wiiings for those long days hiking or exploring the outdoors, Red Bull Apricot-Strawberry is a must-have energy drink this summer. Available for a limited time from May 2022 in 250ml cans, the matte-orange packaging will stand out amongst the rainbow of editions in the Red Bull product line. Visit www.redbull.ie for more inspiring content and follow @RedBullIre on Instagram and Twitter to stay up to date with the latest action and events. ■

Sustainable Packaging

Deep RiverRock, owned by parent company Coca-Cola HBC, is launching its very own juicy vitamin boost drink, Deep RiverRock Vital. Deep RiverRock Vital serves to give consumers a refreshing new vitamin enhanced water and juice drink packed full of deliciousness to support the mind and body, giving you the boost, you need on the go. The juicy vitamin boost contains important vitamins and minerals that support mental performance, cognitive function and for energy boost throughout the day. The three flavours are Prickly Pear & Redcurrants with Ginseng, Vitamins + Zinc, Pink Grapefruit with Green Coffee, Vitamins plus Zinc and Mango & Passionfruit with Guarana & Moringa, Vitamins plus Zinc. All three flavours contain Vitamin B6, Vitamin B12, Pantothenic acid, Vitamin E and Zinc and Deep RiverRock Vital targets 100% of the nutrient reference value of each bottle of 450ml and all for just 36 calories per bottle! For more information, visit Instagram: @deep_riverrock Facebook: @DeepRiverRock

Building on the success of the #WhatTheFanta mystery blue flavours in 2021, Fanta is back with a bang and in 2022 and this year, pink is the new blue! The three new bright pink mystery flavours will be available in 500ml and 1.75l packs with new, exciting labels to indicate the product is one of three mystery flavours. Consumers are being tasked to guess the three zero sugar flavours, having the opportunity to win exciting instant prizes and be in with a chance of winning holiday vouchers. To solve the riddle, shoppers are invited to scan the QR codes on-pack, submit their guess and play interactive games through the new Coca-Cola App. The campaign will run on TV, digital, OOH and on social channels.

Tobacco

Going Deep

www.shelflife.ie | ShelfLife May 2022

Sustainable Packaging

Tobacco

46 CATEGORY FOCUS Ice Cream

Under cone-trol!

Summer Drinks

Soft Drinks

Ice Cream

BBQ

Come rain or shine, Ireland’s love of ice cream is legendary, with queues out the door on days when the sun does make a welcome appearance! It’s little wonder that research has shown Ireland has the third highest consumption of ice cream per capita in Europe. Brands are making the most of this national grá with continual innovation in both flavours and formats, writes Gillian Hamill

reland has a special place in its heart for ice cream. Each spring and summer season brings new products to the market, while timeless classics enjoy an annual surge in popularity. Despite the challenges posed by Covid-19 during the past two years, the category is in a positive position. One Euromonitor study titled ‘Ice Cream and Frozen Desserts in Ireland’ anticipated that ice cream and frozen desserts would recover as soon as lockdown lifted.

Meanwhile, a Mintel report titled ‘The Future of Ice Cream Market Report 2021’ found that 2020 created new opportunities for ice cream brands. Mintel reports sustainability, as well as a focus on health propositions, will occupy the centre stage of ice cream brand strategies. In line with consumer health and wellness trends, the availability of better-for-you options has continued to expand, it noted. Meanwhile, Euromonitor Ireland expects vegan alternatives to gain further traction.

Of course, treating is a key driver of sales in the ice cream sector and Mintel added that indulgence and flavours remain the key ice cream purchase attributes. The category is expected to maintain and reinforce its indulgent positioning both in dairy and dairyalternative variants. With so much excitement in the category, here we look at the must-have products for the season.

Vegan soft-serve line expanded

dairy-free soft-serve mixes. The range now offers both powder and liquid options to complement all machine types and features a variety of plant-based toppings, syrups, cones and an exclusive vegan Nutella luxury sauce. Free from dairy, gluten and nuts, the vegan soft-serve mix offers no compromise on taste with the same luxurious, creamy flavour of the Irish 99 you know and love. The mix is 100% vegan certified and suitable for anyone with milk allergies or lactose intolerance. “We’re really excited by the new additions to our vegan range,” says Kirstie Delaney of Dairyglen. “Typically, vegan alternatives mean a compromise for the consumer which naturally affects sales for the retailer. We’ve worked tirelessly over the last two years to develop a range that means no trade-off on taste, flavour or texture is necessary. Most of the team here in Dairyglen have a background in retail so we know what retailers typically look for and we try to combine that with the expectation of the Irish consumer.” Recognising the growing value of plantbased alternatives in the Irish market, Dairyglen is proud to offer a complete package that includes everything from the mix, to compostable packaging and a range of machines to suit. “Vegan soft-serve has been on the up for a while now, but it’s never come close to matching the taste and texture that the Irish people have come to look for from Irish dairy soft-serve,” says Delaney. “We can happily say we’ve solved that problem. We’ve created a range with no compromise for consumers or retailers’ bottom line. It’s a win-win for everyone.”

Driving innovation

2022 has been a hugely positive start for Dairyglen with the addition of nearly 300 new accounts so far this year and the expansion of its vegan product line to include two new

Dairyglen is proud to offer a complete vegan package that includes everything from the mix, to compostable packaging and a range of machines to suit

Dairyglen’s vegan soft-serve mix is 100% vegan certified and suitable for anyone with milk allergies or lactose intolerance

ShelfLife May 2022 | www.shelflife.ie

Our collective relationship with ice-cream is well known and Irish people do love to “cool down” by indulging their sweet tooth and consuming ice cream during the hotter summer months, with the ice-cream season traditionally starting on St Patrick’s Day. As a recognised expert in food innovation in the retail sector, BWG Foods is very proud of its new series of Super Sundaes designed to tickle and entice the most discerning of palates and which are available across the Spar, Eurospar, Mace, Londis and XL estates. These new products take inspiration from BWG’s bespoke ice cream concept, I Scream, and BWG’s food & beverage innovation team have come up with delightful offerings such >>

As well as cones, BWG Foods’ I Scream range includes scrumptious creations such as the Squirmy Snake, the Twixoffe Twist and the delectable range of Screamers Milkshakes

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>> as the Squirmy Snake, the Twixoffe Twist and the delectable range of Screamers Milkshakes. This year, within BWG’s ice cream partners, the group is seeing a great increase in Irish produced ice cream with an increase in really innovative gourmet flavours, with wonderful new additions such as Atlantic Sea Salt ice cream and candy floss being the stand-outs. Similarly, in consumer-ready ice cream, innovative new partnerships have been introduced to the businesses with the likes of Popsicle. Popsicle is a brand-new, innovative retail concept that is targeted at the existing gelato/ice cream marketplace. Popsicle’s range of Gourmet Gelato Pops are an ideal addition to retailers’ frozen treat offering. The Popsicle product range offers a choice of over 70+ flavours and provides high value add-on opportunities through customisable dips and toppings.

BWG Foods’ Super Sundaes have been designed to entice the most discerning of palates

Summer Drinks

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Ice Cream

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Sustainable Packaging

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48 CATEGORY FOCUS Ice Cream

ICE CREAM & CONES

TOPPINGS & TREATS

THE PERFECT MATCH MADE IN ICE CREAM HEAVEN

Holy trinity of ice cream heaven! The Angelito, Blizz and Carpigiani brands combine to form a heavenly trio, according to ice cream experts, Martin Food Equipment. Ireland’s most loved soft whipped ice cream Angelito continues to be the top selling mix for over 40 years because, the brand confidently asserts, it’s simply the best! With up to 80% margins, Angelito yields the highest cones per litre, making it not just delicious, but the best profit generator in any retail outlet. Partnered with Blizz toppings and treats, Angelito evolves from the nation’s favourite ice cream cone to bang on-trend super sundaes, tempting tubs and malty milkshakes for fabulous year-round sales. Blizz’s focused range of divine syrups, sauces, toppings, and

The Carpigiani ice cream machine coupled with Angelito ice cream and Blizz toppings and treats make a great combination

inclusions, as well as ripples, helps to create a no-fuss exciting menu to maximise retailers’ soft ice cream sales and keep customers coming back for more. Small in size, big in profit, the Carpigiani ice cream machine completes the perfect holy trinity of ice cream heaven with Angelito ice cream and Blizz toppings and treats. Easy to integrate, with a supported custom design, it comes complete with training as well as a nationwide service team. At Martin Food Equipment there’s never been a simpler way or time to implement soft ice cream into your business. For insights on what’s new, menu ideas and to learn how to increase sales with a tailormade ice cream offering, contact the ice cream experts at Martin Food Equipment on 042 9330366. ■

IRELAND’S FAVOURITE SOFT ICE CREAM

The perfect recipe for ice cream success

MORE TASTE + MORE FUN + MORE PROFIT

+ eats Toppings & Tr

Call The ‘Ice Cream Experts’ ShelfLife May 2022 | www.shelflife.ie

Martin Food Equipment. Tel: 042 9330366 info@mfe.ie | www.martinfoodquip.com

BBQ CATEGORY FOCUS 49

Tobacco

Flaming brilliant!

Sustainable Packaging BBQ

Now that warmer days are on the horizon, Gillian Hamill highlights the essentials all retailers should have in stock for when the sun comes out

the more health conscious will rejoice as this year’s BBQ also has a place for vegan burgers and sausages (28%), sea bass (20%) and whole shell on prawns (18%). And while ketchup still reigns supreme as the nation’s favourite barbecue condiment (74%), 52% are opting for chilli sauce, while 22% like to serve salsa verde and 18% can’t resist adding sriracha to their plate.

Cholula Original Hot Sauce features carefully selected arbol and piquin peppers and a blend of regional spices that deliver depth of flavour and piquancy, with just the right amount of

heat. Delicious drizzled on pizza, it pairs well with chicken, fish, rice and egg dishes. Cholula Chipotle Hot Sauce has a distinctive smokiness with a touch of heat. A blend of sweet, smoky chipotles carefully blended with arbol and piquin peppers, for an authentic Mexican hot sauce that offers rich barbecue flavour notes and colour. Pair it with salsa, corn on the cob, burgers and barbecued meats. Cholula Original Hot Sauce (150ml) and Chipotle Hot Sauce (150ml), are both now available (RRP: €2.99) For further information, contact marketing@brmark.ie.

Cholula Original Hot Sauce features carefully selected arbol and piquin peppers and a blend of regional spices

Cholula Chipotle Hot Sauce features a blend of sweet, smoky chipotles carefully blended with arbol and piquin peppers

piquin peppers, complemented with an array of regional spices, Cholula is beloved the world over. A stand-out on shelf, the brand has a unique wooden cap; the brand’s distinctive seal of quality and authenticity, that symbolizes the care and artisanship that go into every bottle. Available in two varieties, Cholula is a celebration of food and flavour, steeped in Mexican roots:

Summer Drinks

BR Marketing is delighted to have added Cholula, the iconic and world’s best-selling Mexican hot sauce, to its portfolio of brands. Based on a 100-year-old family recipe that has been passed down through generations, Cholula is proudly crafted in Mexico. Steeped in authentic Mexican heritage, tradition and craftmanship, Cholula is a premium hot sauce, with a balanced and approachable flavour, adding layers of flavour with every drop. Made from a signature blend of arbol and

their expertise by barbecuing home marinated pork ribs (54%), lamb koftas (44%) and beef short ribs (43%) as well as T-bone steaks (42%), homemade burgers (41%) and sirloin steaks (39%). Thermapen’s research also found this summer’s outdoor soirees are likely to include flatbreads (36%), chorizo sausages (35%) and spatchcock chickens (34%). And

Soft Drinks

A celebration of food and ﬂavour

Ice Cream

n the last two years under lockdown, cooking and dining al fresco gained serious momentum. As consumers enjoyed staycations and entertained in their gardens, Kantar reported a boost in sales of many barbecue essentials, reflecting the popularity and enthusiasm for barbecuing across Ireland. In the 12 weeks to 8 August 2021, Irish consumers spent €7.7 million more on soft drinks, €664,000 more on savoury snacks, and €579,000 extra on chilled burgers and grilling meats. New research suggests many consumers are becoming ever-more ambitious and adventurous with their BBQ favourites and a new generation of pit masters are taking cooking over live fire to the next level this summer. A 2021 UK study by meat probe, Thermapen, showed people are showing off

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Summer Drinks

Soft Drinks

Ice Cream

BBQ

Sustainable Packaging

Tobacco

50 CATEGORY FOCUS BBQ

Avonmore Vanilla Whipped Cream tastes just like ice-cream

Avonmore Caramel Whipped Cream is a limited-edition ﬂavour

Perfect topping for summer desserts Avonmore Cream, Ireland’s number one cream brand, has launched two new variants of Avonmore Whipped Cream in time for summer. The new flavours include Avonmore Vanilla Whipped Cream and Avonmore Caramel Whipped Cream. Both products are available in a 350ml tub and are stocked in stores nationwide. Avonmore Vanilla Whipped Cream tastes just like ice-cream, while Avonmore Caramel Whipped Cream is a limited-edition flavour. These sweet, flavoured creams are the perfect topping for any easy summer dessert and are sure to be a hit with the whole family (RRP: €2.69).

Ireland’s top takeaway in a bottle Say hola to new Heinz Taco Sauce. Or Salsa Para Tacos, as they say in Mexico. Bringing the tongue-tingling spicy and garlicky flavours of Mexico and the taste of Ireland’s favourite sauce to tables at home, this takeaway favourite is perfectly enjoyed dolloped on top of fakeaway taco fries, generously lashed over a chicken fillet roll, or – crazy, we know – even served up on top of homemade tacos. Heinz’s new launch comes as recent data has shown a surge in the popularity of takeaways across Ireland since the start of the Covid-19 pandemic in March 2020, with a staggering 140% increase in Deliveroo orders in Dublin alone and Mexican food becoming the most popular takeaway favourite in the capital*.

“Since 1869, Heinz has been pioneering when it comes to launching new recipes, and being inspired by recipes from across the world,” says Elaine McCague, senior commercial & marketing manager at Kraft Heinz. “We’re incredibly excited to be continuing our founder, Henry J. Heinz’s journey over 150 years later by launching Heinz’s very first Taco Sauce here in Ireland! “Our new recipe, inspired by the tastes of Mexico and packing a punch with chillies and scotch bonnet flavours, is giving Irish consumers everything they’ve ever wanted from a taco sauce, and is just one of several innovation plans and launches we have coming up here at Heinz,” she adds. “As food tastes continue to evolve across the country and the globe, we want to make sure that we have lots of exciting and delicious treats in store. So, keep your eyes peeled – and tastebuds ready – for what else we have to come.” Available now in SuperValu and Tesco nationwide (RRP: €1.99), new Heinz Taco Sauce first launched just ahead of Cinco de Mayo (5th May), the global celebration of all things Mexican and delicious Mexican food, including of course the flavoursome taco spices you’ll find in Heinz Taco Sauce. *(Source: Deliveroo data, 2022)

Zipping ahead

New Heinz Taco Sauce offers the perfect tasty takeaway sauce, always just a squeeze away

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Standard Brands has announced an exciting new development which it believes will bring great benefit for all customers. To help realise its growth ambitions for the Zip brand, SHS Sales & Marketing (Ireland) Ltd has been appointed to represent the Standard Brands’ portfolio of brands and provide additional focus and touchpoints across the island of Ireland. SHS will take full responsibility for sales account management, order processing,

invoicing and other back-office services together with customer service for its brands from 3 May, 2022. The key contact point for all commercial account management will be Dan Reynolds who is transferring with the Standard Brands business. Covid-19 has had an impact on all our lives and more importantly made us re-evaluate the important things in life, such as spending quality time with loved ones. During lockdown we mostly turned to cooking and baking, DIY and home improvements, which included investing in our outdoor space with new furniture, heating and BBQs. As lockdown measures ease and life slowly starts to return to a new normal, outdoor dining / living is expected to become an important part of family life and as BBQs play a huge part in this, Zip has made sure it has all your BBQ needs covered. Zip offers sustainably produced coconut charcoal in 3kg bags and disposable instant light BBQs, alongside the original and best Zip High Performance Firelighters, and this year it has introduced an Odourless Firelighter specifically for BBQs. There really is something for everyone. While many people associate barbecuing with burgers and sausages, Zip has created a plethora of unique recipe videos to cook on a BBQ, especially for social media platforms to show customers that you really can cook everything on a BBQ. It has also included some handy tips and hints to help both the beginners and the seasoned professionals. For any customers who do like to BBQ, Zip always encourages responsible grilling, mindful of the environment. As Zip is so passionate about this, it has launched a ‘Responsible Grilling’ campaign to promote barbecuing with care and safety. The new Responsible Grilling logo features on all summer seasonal products and on Zip’s social media platforms which will be playing its Responsible Grilling safety video. A dedicated web page on the Zip website is also coming soon. For retailers, Zip also has a range of eyecatching point of sale (POS) materials to help drive footfall and sales.

BBQ CATEGORY FOCUS

Relishing opportunities for growth 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 in June 2021. 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. The relish category is well established and in strong growth and shopped by the majority of Irish consumers. YR Relish has entered the relish category 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 guaranteed to invigorate the category. The YR team have been mindful to create the relishes at the lower end of the sugar spectrum and focus on high quality natural ingredients. YR is produced in Ireland in a world-class manufacturing environment, which services

YR Balsamic Red Onion Relish is the perfect addition to any BBQ burger

YR Relish is available in three tasty ﬂavours in a 390g jar: YR Original Tomato Relish, YR Balsamic Red Onion and YR Habanero Spicy Relish

the entire retail and foodservice landscape, and lends itself to continuous development of top-class new products and range extensions in the future. The YR team has also revitalised its sauce brand essence and packaging for a new modern feel. The sauce is now a gluten free recipe, through premium quality ingredients and quality testing, as well as vegan and vegetarian friendly. YR is proudly owned and distributed by Primeline Sales & Marketing, one of the largest independent distribution sales and

YR Relishes are gluten free, vegan and vegetarian friendly and have no added artificial colourings, ﬂavours or preservatives

marketing companies in Ireland. According to Paul Mc Inerney, brand and marketing director in Primeline Sales & Marketing, the key focus and vision behind the launch of the YR Relish range, was exciting the consumer and presenting top quality products to enhance any meal occasion, whether it’s Balsamic Red Onion Relish with cheese or a burger, Habanero Spicy Relish with a BBQ or sharing snacks or the Original Tomato Relish which adds extra flavour to any salad, sandwich or on-the-go snack, made locally in a health and category enhancing way. ■

SUMMER SIDES TO BOOST YOUR BBQ SALES

CATEGORY FOCUS Sustainable Packaging

Ice Cream

BBQ

Sustainable Packaging

Tobacco

Summer Drinks

Soft Drinks

Covering all bases With consumers becoming ever more ethically and environmentally conscious, many companies are investing heavily in sustainable packaging to reach their targets of zero waste to landfill. Fionnuala Carolan reports on some of the latest technologies in recyclable packaging

n line with public push-back against singleuse plastic and plastic-dense packaging, brands have been stepping up to the mark and removing single-use plastic from their ranges. And for good reason - ample research has been done on the influence of sustainable packaging on consumer purchasing decisions and brands understand that packaging matters.

A forward-thinking approach Much work at Ishka Irish Spring Water goes into thinking about the packaging it uses for its water. The company has chosen PET because it is still the most environmentally sustainable option. The business is committed to minimising its environmental impact through a range of initiatives, including PET and lightweighting meaning that all Ishka bottles are 100% recyclable. Lightweight BPA-free plastics are

ShelfLife May 2022 | www.shelflife.ie

Recent research from Bord Bia found that 76% of buyers say it’s important for suppliers to use sustainable packaging or reduce packaging waste, and 77% of consumers have made some effort to buy products with less packaging in the last 12 months. When Kantar asked Irish consumers about the most acceptable and effective solutions to reducing plastic waste, it found 72% endorse

packaging that can be 100% recycled. What’s more, one report published by Drapers in partnership with Smurfit Kappa found that 64% of UK shoppers are more likely to purchase from a brand or retailer if it uses sustainable packaging. We look at the companies that are prioritising sustainability in packaging and leading the way in this space.

used and bottles are blown on-site, reducing additional road miles. Ishka was the first Irish spring water brand to introduce a 100% recycled PET bottle. The company is also the first bottled water company in Ireland to introduce tethered caps, three years ahead of the EU Directive. The company is determined to do all it can as a business to drive the necessary change in consumer behaviour to help solve the global waste problem and protect marine life. The more than 40-year success story of Ishka Irish Spring Water, since 1978, has been due to its relentless drive for perfection in production and service to its valued customers – retail, wholesale, food service and vending. Flowing from its exclusive on-site natural springs and bottled on-site, in Ballyneety, County Limerick, Ishka Irish Spring Water certified spring water is unprocessed and untreated for maximum health and wellness benefits. Ishka has a wide range of easy-to-store spring water multi-packs, making it convenient for shoppers to stay hydrated across a whole

range of occasions. Ishka is licenced by the HSE, FSAI, Guaranteed Irish and is a member of Repak and Team Green. Guaranteed Ishka Irish Spring Water is now available in all main nationwide wholesalers and retailers from 250ml to 5L, in flat and sports cap formats. For further information on any of the product ranges, contact info@irishspringwater.com or 061-450705.

Ishka understands that packaging matters which is why all its bottles are 100% recyclable, including the cap

WIDE RANGE OF MULTI PACKS

I AM

100% Recyclable

Inspired by nature for a clean, crisp taste irishspringwater.com

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54 CATEGORY FOCUS Sustainable Packaging

What can you do?

Legal obligations As a packaging compliance scheme, Repak funds the recycling of packaging waste in order to help Ireland meet its packaging recycling targets and advises companies on best practice. In 2018, the European Union updated a number of directives covering waste, as part of its overall Circular Economy Package. As a result of these changes, the EU Packaging and Packaging Waste Directive (94/62/ EC) was amended, with higher targets for packaging reuse and recycling to help increase recycling rates for all packaging placed on the market across Europe. At present, Ireland meets all of the previous EU targets set in the Packaging & Packaging Waste Directive. In fact, we already exceed 2025 targets for wood (69%) and paper and cardboard (84%). However, the new plastic packaging recycling targets will be more challenging for Ireland to meet and present an

Zero waste to landfill Molson has set global packaging targets to ensure that 100% of its packaging is reusable, recyclable or compostable by 2025. This year the company hit its target of removing all single use plastic from across its major brands, helping to remove more than 700 tonnes of single-use plastic from its operations through changes to packaging and minimising waste. Across its UK and Ireland territory, all of its production sites are zero waste to landfill including its Franciscan Well Brewery in Cork.

opportunity for Ireland to change the way in which we manage these often complex materials, which currently have a recycling rate of 31% (Source: Repak estimates for 2021). To achieve the new EU targets of 50% by 2025 and 55% by 2030 will require a dramatic change by all stakeholders in order to capture more of this material. This will require behavioural change amongst consumers, changes to how the materials are handled by businesses and treated by the waste industry, as well as investments in local plastic recycling infrastructure here in Ireland In 2020, Repak saw a 3.5% decline in the tonnes of backdoor plastic packaging waste it funded versus 2019. This is most often due to poor waste segregation practices on-site. Although this decline is a concern, it must also present a significant opportunity to increase plastic packaging recycling rates, given that almost 50% of all packaging waste generated in Ireland arises at commercial premises.

Vivagreen’s Tru Eco range of household and laundry cleaners are made from plant-based biodegradable ingredients

Do a sustainable spring clean VivaGreen, an Irish company based in Deansgrange, Co. Dublin, has been manufacturing eco-friendly household and garden products for over 25 years. Its Tru Eco range of household and laundry cleaners are made from plant-based biodegradable ingredients and each dispensing bottle is made from 100% recycled plastic, which is reusable, recyclable, and refillable making it a circular economy product. Tru Eco is stocked in over 250 stores nationwide with over 80 of these stores offering refill solutions. Russell Walsh, co-founder of VivaGreen says: “One of our main goals is to make refilling mainstream. Since launching in late 2020, our Tru Eco range has prevented over 500,0000 bottles from going to landfills through the simple process of refilling. By refilling people reduce their environmental footprint, minimise plastic and lower carbon emissions.” VivaGreen offers customers an easy swap from conventional harmful products to Irish made, high quality, eco-friendly alternatives

ShelfLife May 2022 | www.shelflife.ie

First of all, it is important to note that there are legal obligations on Irish businesses when it comes to the segregation of packaging waste. Regulation 5 of the European Union (Packaging) Regulations 2014 as amended states that: - Producers should ensure that packaging waste is separated at source, by material type. Packaging waste should be collected by a contractor for the purposes of recycling. It is important, therefore, that your business is segregating all recyclable packaging. Plastic packaging materials such as plastic pallet wrap, shrink hoods, case wrap and pallet sheets should be separated from other types of waste. If in doubt about what your waste contractor will accept in the recycling bin or in bales, ask them for their assistance. It is also essential that these recyclable materials are kept as clean and dry as possible, so that they are suitable for recycling at the point of collection. A list of waste contractors (Repakapproved recovery operators) is available on Repak’s website at www. repak.ie. If you need any additional support, you can also contact the packaging services team at Repak at preventandsave@repak.ie or telephone (01) 4670190.

stores getting in touch to offer Tru Eco refill stations to their customers. VivaGreen plans to introduce more products to its Tru Eco range. Recognised for its innovation, resilience, and success, VivaGreen won the Home, Beauty & Lifestyle Award at the Guaranteed Irish Business Awards held in March and was also shortlisted for awards at the recent Small Firms Association Awards and Green Awards events. For more information and its full range of eco products and bespoke Tru Eco refill stations, visit vivagreen.ie or call David Kelly on (01) 9059909.

Dr Ann Marie Mahon, lead research scientist at Vivagreen

that are green and safe as well as effective and affordable. Walsh adds: “People want to cut down on their plastic waste and they are concerned about hazardous chemicals. We see our refill solution like the plastic bag levy – you buy our Tru Eco product once and then you return to refill your empty bottle in-store at a cheaper cost. This not only saves people money, but it reduces plastic waste in our communities and supports small Irish businesses.” The introduction of bespoke Irish made Tru Eco Refill stations in select SuperValu stores have been received well resulting in more

A Vivagreen refill station in SuperValu

Although most plastic packaging is no longer landﬁlled we currently only recycle 31%. We need your help to meet future EU plastic recycling targets of 50% by 2025 and 55% by 2030. As an Irish business you are obligated to segregate the waste you generate at your premises for recycling. Waste contractors must provide you with the necessary bin collection systems to maximise the segregation and recycling of your waste. Repak will provide you with the support and advice to help ensure you are recycling correctly and help to reduce your waste management costs. Please contact our Membership Team and help Ireland remain one of Europe’s top recycling countries.

The only way is recycling A recent study found that 65% of the population* believe that food and nutrition brands need to do more to protect the planet, a number that is only set to grow in the coming years. With consumers becoming more ethically and environmentally conscious, building brand trust is crucial. This means that sustainability pledges and data need to be tangible, accessible and, most importantly, transparent. At Yazoo, the team takes its commitment to sustainability very seriously. Its parent company FrieslandCampina has strong sustainability credentials that go beyond merely adhering to existing regulations to setting new standards. FrieslandCampina is the only dairy cooperative that provides complete and credible GHG emissions data. It is creating the benchmark with a unique biodiversity monitoring system through a collaboration with WWF and Rabobank. Sustainability is one of FrieslandCampina’s four strategic priorities. The ‘Nourishing a better planet programme’ entails the business working on all aspects of sustainability (including climate, biodiversity, adequate

Summer Drinks

Soft Drinks

Ice Cream

BBQ

Sustainable Packaging

Tobacco

56 CATEGORY FOCUS Sustainable Packaging

The world’s first tethered caps on carton packages Joining forces with leading beverage producers, Tetra Pak is launching tethered caps on carton packages. Marking a significant milestone in the company’s longterm work on design for recycling, five new tethered cap solutions are currently being introduced across Ireland, the Baltics, Spain and Germany in different product categories – a market first for these geographies. As part of a wider programme, this development paves the way for Europe-based customers to stay ahead of schedule and meet the Single Use Plastics (SUP) Directive coming into force by 2024. Julia Luscher, vice president marketing, Tetra Pak, says: “We are delighted to be supplying a number of customers with tethered cap solutions, helping them to ‘walk the talk’ towards their sustainability ambitions. Understanding our customers’ needs and having collected consumer insights through multiple pieces of research across various markets, our new tethered caps have been designed to enhance convenience. For instance, they are easy to open and re-close for subsequent consumption, while featuring carefully sized diameters for smooth pouring and drinking.”

ShelfLife May 2022 | www.shelflife.ie

nutrition and recyclable packaging), with the ultimate goals being to achieve net climate neutrality by 2050 and above all to be able to keep providing healthy nutrition to a growing world population. All Yazoo bottles in the core range are now 100% PET. They also feature ‘easy peelable sleeves’ to make stripping and correct recycling simpler. This packaging upgrade enables the company to save over 32 million kilograms of non-recycled plastic on the Yazoo brand alone. This is a significant step along the path to its goal of making 100% of its packaging recyclable or reusable by 2025. This commitment to becoming a more circular brand can be seen in its recent rollout of Tetra Pak cartons and industry-first bendable paper straws across the no added sugar range. Innovation like this is key to building a sustainable brand. FrieslandCampina’s ‘Plesstics’ project led to the development of recyclable packaging films now used across the brand stable. Although this is proprietary technology, they have not patented it, as they want the wider food industry to benefit from it to reduce plastic landfill waste. The company knows consumers value this approach too, with ‘eco

Tethered caps play an important role in preventing litter, as the cap will stay attached to the package. They could also help reduce the carbon footprint of the carton when they are chosen by food manufacturers as plantbased options, made from polymers derived from responsibly sourced sugarcane, thereby increasing the renewable content of the package. Additionally, a majority of Tetra Pak’s tethered cap portfolio features a reduced amount of plastic. Depending on the various solutions, the company achieved a plastic content reduction ranging between 7% and 15%. Marco Marchetti, vice president packaging materials, sales and distribution solutions, Tetra Pak, adds: “Starting with these five new introductions, we are planning to equip approximately 300 packaging lines with tethered caps in Europe by the end of 2022. Considering the scale of change required across the value chain, early collaborations like these are putting the food and beverage industry on a fast track to accelerate the transition to a low carbon circular economy.” This month, Borrisoleigh Bottling Ltd (BBL) is set to start commercial production of the new plant-based C38 Pro tethered cap on

Julia Luscher, vice president marketing, Tetra Pak, says it is helping companies ‘walk the talk’ towards their sustainability ambitions

active’ shoppers (those who feel an intrinsic responsibility to reduce their waste) now worth £37bn to the UK grocery market**, and the top 20 eco-active brands growing at more than double the rate of FMCG***. When it comes to Yazoo’s sustainability pledge, the contents of its bottles are just as important as the packaging. In 2021, all the cocoa used in Yazoo Original Chocolate and Choc Caramel flavour became Rainforest Alliance certified. Later this year, Yazoo is planning to replace its HPDE bottles with Tetra Pak for some of its key product lines. There are other changes on the way too – soon all on-the-go Yazoo bottles will feature a tethered cap to help reduce littering, and the brand is also updating the sleeve removal mechanic. These updates will make it even easier to recycle each bottle unit. *(Source: Taken from Frieslandcampina Ingredients Report, FrieslandCampina Ingredients report highlights adult nutrition trends for 2022 - foodnavigator.com) **(Source: Kantar - Total FMCG – Top 10 Growing Categories – Values Sales CAGR - 2007 to 2014 (filtered to categories worth more than £100m annually) https:// www.iatp.org/emissions-impossible ***(Source: Kantar, Europanel, GfK - Who Cares, Who Does 2021)

The new caps, introduced by BBL in Ireland have been designed to prevent litter and accelerate transition to renewable materials

Tetra Top 330 and Tetra Top 500 carton packages. Based in Ireland, BBL is an experienced and awarded water producer, which is seeking ‘to lead the industry towards a more responsible and sustainable future’. The company has also heavily invested towards an improved manufacturing experience for customers. Tetra Pak’s new high quality, automated production lines for tethered caps utilise Artificial Intelligence technology for increased efficiency. Marchetti says: “We are on a journey towards creating the world’s most sustainable food package, a carton that is fully made from responsibly sourced renewable or recycled materials, is fully recyclable and carbon-neutral. We are ramping up investment in the development of alternative solutions across our packaging portfolio such as tethered caps and other drink-from systems, to reduce littering while increasing the renewable share of our cartons. “In total, we are investing around €400 million in the development and roll-out of tethered cap solutions, including a €100 million investment last year in our Châteaubriant plant in France to accelerate the production of tethered closures.” ■

• ARYZTA has completed the installation of a new speciality bread manufacturing line at its Grange Castle bakery in Dublin. • Speciality and sourdough breads produced at the Grange Castle bakery are made using a perpetual live starter which has 30 years of heritage in the business. • Our speciality breads premiumise our range in order to meet the consumer demand for breads with high nutritional value, fiber, seeds, grains and of course sourdough.

For more information, contact afsordering@aryzta.com

66 NOFFLA NEWS

www.noffla.ie

Honing his craft

Niall Finn of Higgins Off-Licence in Clonskeagh, who has retired after 43 years in the trade, looks back at his rewarding career and recent award win Higgins Off-Licence in Clonskeagh, Co. Dublin was recently named the Redbreast Spirit Specialist of the Year at the 2022 NOffLA Off-Licence of the Year Awards.

Redbreast Irish Whiskey sponsored the Spirit Specialist of the Year accolade at the 2022 NOffLA Off-Licence of the Year Awards

The tremendous accolade called for Niall Finn, the store’s former manager, to catch up with ShelfLife to recall the buzz of the win: “It was really wonderful,” says Finn, who just last month retired from his post after 43 years. “We had the TV on in the shop that day, and when our name was called, we were jumping for joy! We’re chuffed to bits with it. It puts the store on the map again.” “It’s great to get any award, but an actual item award is a huge plus. It’s always lovely to be acknowledged, especially for all the work we put into getting our spirits right.”

Sales boost While the award was a welcome acknowledgement of many years’

hard work, it had the added bonus of encouraging customers towards the spirit section. “They’ll see the plaque on the wall and say “Good for you! Do you have X, Y and Z?” So that’s another nice element of the win.” What’s more, Finn says the store’s spirit section is still enjoying a boost from the DIY cocktail trend. “People got really into making their own cocktails during the lockdown period, and what’s great is, a lot of that passion has continued today. The cocktail trend helped us along during Covid when people started looking for obscure spirits to make cocktails that I’d never heard of before. Sometimes I couldn’t possibly think what they might look or taste like in the end, but it was great to see the enthusiasm.”

Tequila takeover As an esteemed spirit seller, what drinks trends have been making waves in Higgins Off-Licence? “Tequila had a real moment during lockdown, and that popularity has continued. Every level of tequila has been selling well too, up to €80 or €90 a bottle. Gin has been dethroned somewhat. We’ve had lots of new gins coming in, and it’s still selling well, especially as we’re coming into gin weather, but it’s not making the same impact that it was. “We’ve also got some new

Niall Finn, the former store manager of Higgins Off-Licence is proud to have worked at the store for 43 years, throughout which time he ensured the shop stocked an enticing selection

ShelfLife May 2022 | www.shelflife.ie

Whether shoppers are looking to create the perfect whiskey sour or enjoy a refreshing afternoon gin & tonic, Higgins Off-Licence has got everyone’s tastes covered to keep spirits high

vodkas in, but I always find vodka quite tasteless personally. People will buy a nice bottle of tequila or whiskey more for the taste of the alcohol. “Everything has its time. Everyone was convinced that after the gin boom, the next big spirit trend would be rum, but rum just didn’t take off as much. It might just be our area, but our customers hopped right over rum and went straight to tequila.”

Longevity Finn is something of a rarity in this, or any, industry. He managed to stay happy and fulfilled at Higgins Off-Licence for 43 years, all while nurturing an immense passion for his work. “I started out when I was just 17 years old and still in school,” he begins. “On my way home, I’d

always go into my local shop, Higgins Grocery Store and OffLicence. Mr Higgins asked me why I was out of school so early, and I told him that was when I finished school, so he asked me to come work for him. I worked there until the summer, and then through summer, then until Christmas, and then Mr Higgins asked me if I’d like to stay on when I finished school.” Through the decades, Finn worked with three generations of Higgins - Mr Higgins Sr, his son John Higgins, and then Lisa Higgins. On 7 April 2022, exactly 43 years to the day that Finn began in the shop, he retired. “It was a full circle moment. Higgins OffLicence has been good to me, and I’d like to think that I was good to it. I loved every minute

Friendly customer service is a top priority for the team at Higgins OffLicence in Clonskeagh, Co. Dublin

NOFFLA NEWS 67

www.noffla.ie brain alert, and puts you in touch with the wine itself.”

A passion for life

Niall Finn has a clear passion for working in the off-trade sector and sharing his considerable knowledge with others

of working in that shop. It gave me a lovely life.”

Career highs Throughout Finn’s long career in the drinks trade, he’s been dedicated to tasting, selling, and learning about wines. From studying at The Champagne Academy in France, to judging the wines for NOffLA for the last eight years, Finn has never stopped honing his craft. “I was lucky to go to college to study something I’m so passionate about. During my college days, I got involved in a wine tasting group that has stayed strong and we continued to meet for blind tastings every six weeks. “It’s so important to stay on top of the blind tastings. You taste what’s in the glass, not what’s in the bottle or on the label. It keeps you sharp, your

NOffLA

OFF-LICENCE OF THE YEAR

2023

AND THE 2023 WINNER IS… • National Off-Licence of the Year 2023 • Best First Time Entrant 2023 • Food Retailer Off-Licence of the Year 2023 • Customer Service Award of the Year 2023 • Spirit Specialist of the Year 2023 • Beer Specialist of the Year 2023 • Wine Specialist of the Year 2023 • Regional Off-Licence of the Year 2023 Dublin, Leinster, Connacht/Ulster, Munster • RTC Online Trainee of the Year 2023 • Responsible Retailer of the Year 2023

When speaking with Finn, the abundant passion he has for the trade is clear. “When you work in this business, you eat, sleep, and breathe it. It’s brought me so much joy to sell wonderful wine. Wine that’s been grown for four years on a 40-year-old vine. Wine that’s been barrelled for three months in American oak or six months in French oak.” Sharing that passion with customers was one of the joys of Finn’s work: “It was great to be able to share all of that study with a customer, who might be in awe listening to you tell the story of a bottle of wine, and they’d buy it, and then come back for a second bottle. Sharing your knowledge, sharing your passion, that’s what it’s all about.” Of course, not every customer appreciates the artistry behind a good glass of wine. “I have wondered if that passion is wasted sometimes. The young people that come in just want a screw top and a high alcohol percentage. If you tell a 19-yearold about the craft that goes into producing a bottle of wine, they’ll probably just stare straight back at you.” Right on the doorstep of UCD, Higgins Off-Licence caters to the needs of student shoppers, as well as consumers looking for a high-end range. “Students are normally with us for four or five years, and you notice how their drinking habits change in that time. Students live on a very tight budget, so they’ll just buy the cheapest beer, cheapest spirits,

and cheapest wine. But as they get older, they become a little more discerning. It can take time for appreciation of wine to grow. After they’ve been drinking wine for a few years, they start to appreciate the difference between wines.” On the other hand, Finn says the shop also attracts a local crowd teeming with curiosity for the craft: “We get an older crowd that want to know all about how their wine is made. We have a great selection of high-end wines in the shop, and we have many customers that specifically come to us for our offering.”

Customer-focused After decades spent working in retail, Finn’s advice for good customer service is refreshingly simple: “Personality and a smile go a long way,” he says. “We always greet our customers, ask if they need any advice, but we don’t stand over them. Of course, knowledge is a huge plus, so too

are competitive prices, but pleasantries can be everything and shouldn’t be underestimated. If someone feels welcome, they’ll want to come back. It doesn’t cost a thing, but it can mean a lot to someone.”

New chapter Just as Finn rounds off one chapter of his life, the next one begins. His next endeavour? Growing his own wine in Spain. “I had the best 43 years of my life in the wine trade and working in Higgins Off-Licence. I was sorry to leave, but I certainly felt my time was right. I’m now looking forward to creating a new life for myself in the sun. “I must say, it has been an absolutely wonderful career,” he recalls, “and I loved every minute of it. I’ve tasted wines that I could never afford to buy, ate at restaurants I could never afford to eat at. The wine crowd has been very good to me. I will miss the fine wines though!”

Niall Finn and Lisa Higgins at the 2022 NOffLA Off-Licence of the Year Awards

Entries now open for NOffLA Off-Licence of the Year 2023 And the winner is...

Could your store come out on top in the following categories? Judging Dates ROUND 1 – MYSTERY SHOPPER Monday, 1 August to Sunday, 9 October 2022 (9 WEEKS) ROUND 2 – JUDGING Thursday, 1 September to Sunday, 9 October 2022 (5 WEEKS) ROUND 3 – FINAL Monday, 30 January 2023

• National Off-Licence of the Year 2023

• Beer Specialist of the Year 2023

• Best First Time Entrant 2023

• Wine Specialist of the Year 2023

• Food Retailer Off-Licence of the Year 2023

• Regional Off-Licence of the Year 2023

• Customer Service Award of the Year 2023

• RTC Online Trainee of the Year 2023

• Spirit Specialist of the Year 2023

• Responsible Retailer of the Year 2023

www.shelflife.ie | ShelfLife May 2022

68 NOFFLA NEWS

www.noffla.ie

Entries now open for NOffLA Off-Licence of the Year 2023 continued

The National Off-Licence of the Year Awards is an initiative that is exclusive to NOffLA members. The competition has been designed to enable off-licences to demonstrate your strengths and to compete in your area of expertise. All entrants will be invited to the prestigious awards ceremony in January 2023.

Benefits of entering Many different types of offlicence enter the awards for a variety of reasons. Whether you sell a range of fine wines, a variety of beers or are involved in mixed trading, entering this competition can only serve to better your business. It allows you to look at the key performance indicators in your business and compare them yearon-year. The programme also gives you a mechanism to gauge

how good a shop you run in comparison to your peers and allows your staff to work towards improving standards. The initiative also builds consumer and trade awareness through an established PR campaign working with the media. By entering, you will also receive an invitation to attend a gala evening with all your friends in the off-trade.

Judging There are two rounds of judging and an informal blind tasting. Round 1 - Mystery shopper judging The mystery shopper will assess customer relations, appearance of outlet, promotions, facility atmosphere as well as staff knowledge. Each entrant judged in Round 1 will receive a

Customer Service Award of Excellence, Merit or Standard Certificate based on their mystery shopper experience which can be promoted in-store.

which will enable you to benchmark your performance each year. Marks Overall appearance:

200 marks

Round 2 - Judging criteria

Hygiene:

100 marks

Judging will be conducted in accordance with the pre-set judging criteria by an independent judge appointed by NOffLA. The judging process and the criteria are reviewed and developed each year to provide you with helpful guidelines to be used as a valuable management tool for your outlet on an ongoing basis. The criteria cover a broad spectrum of activity within an off-licence. For the overall award process, it is expected that the award winner meets all customer expectations and also what is considered to be best practice or excellence in this area. Each entrant judged will be awarded a Certificate of either Excellence, Merit or Standard

Wines:

300 marks

Beers:

300 marks

Spirits/Liqueurs:

300 marks

Customer service:

300 marks

Market & promotional: 250 marks Facility atmosphere: General: TOTAL:

200 marks 50 marks 2000 marks

Blind tasting An informal blind tasting will take place on the day of the awards ceremony. The winners All winners will receive a specially designed framed certificate and a banner which specifies the category win. ■

NEWS

SuperValu launches Taste of Local initiative showcasing local producers Pictured at the launch SuperValu’s Taste of Local initiative was (L-R): Tara McCarthy, Bord Bia; Bernard Cronin, The Wonderful Barn; Sia Browne, Tasty Kitchen; Tim McGlynn, Dublin Hill Goats Cheese; Méabh Mooney, OTOFU; Carmel Biggane, SuperValu; and Oisin Geoghegan, Local Enterprise Offices

SuperValu has announced the launch of its Taste of Local initiative which showcases small Irish food and drink producers in stores across the country. The launch comes as new research reveals 81% of people think it is important to buy Irish products. In total, 33 new Irish food and drink producers who have completed this year’s Food Academy programme will now have their products available in the Taste of Local section in-store. The Taste of Local initiative, which highlights quality local Irish food and drink products, showcases the producers who have gone through the Food Academy Programme as well as highlighting hyperlocal products that are unique to local stores. According to the new consumer research, the main reasons people buy Irish is to support local jobs (59%) and Irish businesses (54%). More than three-quarters of respondents (77%) said they agreed that the Covid-19 pandemic highlighted the importance of buying more Irish products. Some 77% of respondents said they

ShelfLife May 2022 | www.shelflife.ie

prefer to buy local whenever possible, while nearly two-thirds (64%) said they have made a conscious decision in the past 12 months to buy more Irish and local products. The Food Academy programme, which is delivered in conjunction with Bord Bia and the Local Enterprise Offices, gives early-stage food and drink producers an opportunity to get their products on SuperValu shelves 52 weeks of the year. The programme has been an established part of the Irish food industry for nine years now and supports 1,500 jobs nationwide. Currently, the Food Academy Programme supports 320 Irish food and drink producers. Their products are available 52 weeks of the year in their local SuperValu stores. Food Academy producers achieved sales of over €30 million and 6% growth in the last year highlighting the continuous support from customers for local and Irish products. Food Academy producers have sold a combined €200 million of produce in SuperValu since 2013. “Supporting local, Irish communities and

businesses is at the heart of everything we do at SuperValu,” said Carmel Biggane, Food Academy manager at SuperValu. “Food Academy producers are delivering consistently high quality, great tasting products that are at the cutting edge of innovation. “We are delighted to launch another 33 new producers from this year’s Food Academy programme, which will be showcased in Taste of Local,” she added. “This year’s new entrants have a wide range of products from plantbased offerings, organic produce, healthy convenience, sustainably foraged and harvested, as well as innovative non-alcoholic drink. “Uniquely, our Food Academy programme supports producers 52 weeks of the year, so shoppers will be able to buy these great tasting products throughout the year, making a big difference to these small local producers. I’d like to extend our congratulations to the 33 producers who successfully completed this year’s programme, we look forward to seeing your products on our shelves around the country.” For more information on Food Academy, visit: supervalu.ie/real-people/food-academyprogramme. The launch of Taste of Local comes ahead of Guaranteed Irish’s Food Month, which begins in June. SuperValu’s partnership with Guaranteed Irish is another example of how the company supports Irish producers. This partnership raises awareness of the benefits of purchasing Irish brands and encourages shoppers to buy Irish and support local. ■

Venue: Royal Marine Hotel, Dun Laoghaire, Co. Dublin Event Date: July 6 www.groceryawards.ie For seat/table sales, and sponsorship opportunities please contact markmorgan@mediateam.ie and/or ianmulvaney@mediateam.ie Categories available for sponsorship: Best Cash & Carry Manager, Best Deli/Food to Go Manager

MAIN SPONSOR

IN ASSOCIATION WITH

CATEGORY SPONSORS

FOR MORE INFORMATION:

www.groceryawards.ie

70 MARKET MOVERS

Nivea

Goodfella’s

Plant-based fans in for a treat with Goodfella’s Takeaway Chick’nless Supreme

Complete cleansing care with Nivea – no compromise Created to offer easy make-up removal, skin cleansing and care, the Nivea cleansing range delivers the most complete cleansing experience. The innovative collection of products from Ireland’s number one face brand, helps to thoroughly cleanse the skin while gently protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products, including: • Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water This award-winning product has an innovative formula which cleanses and removes make-up while moisturising the skin in one simple step. It respects the skin’s natural balance, requires no rinsing and is free of perfumes, colourants and parabens, making it ideal for sensitive skin. • Biodegradable Cleansing Wipes Gently and effectively cleansing the skin while maintaining its natural balance, these soft and gentle wipes are made with 100% renewable plant fibres, are biodegradable, and are enriched with specially selected organic Argan Oil and organic Aloe Vera, ensuring they are suitable for even sensitive skin.

Goodfella’s has announced the exciting launch of the newest addition to its dietary portfolio: the Takeaway Chick’nless Supreme. This is Goodfella’s first vegan product available in the larger ‘Takeaway’ format and is the first vegan takeaway pizza to feature plant-based chick’n. This new offering is the perfect solution for vegans, flexitarians and consumers who want to enjoy a great-tasting Goodfella’s takeaway pizza without the meat or dairy. The product features wellbalanced flavours with vegetable protein, vegan cheese, red and green peppers, onions and sweetcorn, making it appealing for all shoppers. Goodfella’s Takeaway Chick’nless Supreme is currently available on shelves exclusively at Tesco now.

Birds Eye

• Daily Essentials Double Effect Eye Make-Up Remover This wonder product benefits from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes. • Refreshing Facial Wash Gel This wash gel deeply cleanses and hydrates for a perfectly clean, refreshed skin look and feel. The formula combines effective cleansing with the mild and moisturising benefits of Vitamin E to help strengthen the skin’s protective barrier.

Aunt Bessie’s

Aunt Bessie’s introduces new Potato Bites Aunt Bessie’s, known for its beloved Yorkshire puddings, Roasties, Wedges, French Fries and Chips is set to expand its range to include an exciting new addition: Aunt Bessie’s Potato Bites. These delicious “tater” bites are a perfect side for any meal or as a standalone snack. Aunt Bessie’s Crispy Potato Bites are everything the company’s fans love about its potatoes packed into delicious bite-sized pieces. Crispy, golden and made with freshly shredded potato, they are perfect for snack and mealtimes alike: now stocked in all major retailers.

Birds Eye launches into frozen goujon sector Birds Eye holds the largest market value share within frozen poultry sitting at 40.7%* share, and with no presence in the goujons/strips sector, the brand has utilised the opportunity to launch a Birds Eye Chicken Goujon into the sector to drive further value growth for frozen poultry. The launch of the Birds Eye Chicken Goujon in a tasty golden breadcrumb inherits the heritage that Birds Eye Chicken has in the market. With a heavy focus from Birds Eye on kids’ poultry, the goujon offering appeals to an adult demographic. With distinguishable packaging, the food is put at the heart of the packaging and supports the ‘Made From 100% Chicken Breast’ logo. The new Birds Eye Chicken Goujon launched on shelves in April 2022, with a compelling price callout. The launch of the new SKU will be supported with an integrated above-the-line (ATL), social and digital campaign in May with trade marketing support at store level. The campaign is coupled with the new chicken comms that Birds Eye launched in 2021, introducing the new character, ‘Witch of the West’, who represents the Birds Eye chicken category. The Birds Eye Chicken Goujon is available now. With a robust pipeline in place, integrated with exciting activity plans, there is a positive outlook for the Birds Eye entry into the goujon/strips sector. ■ *(Source: Nielsen data (Scantrack) 52Wks. W/C 27 March 2022)

ShelfLife May 2022 | www.shelflife.ie

REAL FAST

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Yay For a BBQ Fuelled Summer

Packed full of flavour, these products take the hassle out of preparation and give consumers time for hosting and enjoying al fresco dining with family and friends! Moy Park’s branded BBQ range includes three fresh chicken lines Cajun Marinated Chicken Breast Sizzlers, Mango, Lime & Coconut Chicken Mini Fillets and Sweet Chilli Chicken Drums & Thighs. Fire up the BBQ and enjoy every Summer flavour.

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