LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND
April 2021
Future-proofing FmCG A look at how Ireland’s retail sector is adapting to reach new levels of sustainability
+
Retail Crimewatch Information and image sharing scheme in Belfast allows retailers to serve civil exclusion orders on perpetrators
Deposit Return Scheme Fair and adequate compensation for retailers needed in new recycling scheme
CONVENIENCE RETAILING • OFF-TRADE • SUPERMARKETS • NEWSAGENCY • FORECOURT
OPINION 3
ShelfLife April 2021 Vol. 28 No. 4
Recycling initiative shouldn’t cost the earth!
Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE MCENERY FIONNUALA CAROLAN BARRY WHELAN COLIN GORDON Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie
Our cover feature on sustainability this month is pertinently timed. Ireland’s ambitious new targets to tackle waste and move towards a circular economy, will include halving our food waste by 2030, the introduction of a deposit and return scheme (DRS) for plastic bottles and cans, a ban on certain single use plastics from July 2021, and a levy on disposable cups. Other measures include a waste recovery levy to encourage recycling, and ensuring all packaging is reusable or recyclable by 2030. As many of the companies outlined in our comprehensive article beginning on page 28 explain, we’ve moved a long way from a green approach being perceived as a ‘nice to have’ or a fluffy feel-good exercise; instead, it’s crunch time. As Business in the Community Ireland points out in its Low Carbon Pledge, businesses need to set science-based carbon emission reduction targets no later than 2024; what science says is necessary to limit global warming to 1.5°C. A deposit and return scheme has its part to play in ensuring Ireland’s recycling targets are met, but ShelfLife is pleased to see that retail groups are being consulted on this subject. Given the pressures on time and space that retailers and their staff already face in busy stores, the initiative must be clearly thought out in fine detail and absolutely not be allowed to become an unduly cumbersome burden. As the CSNA points out, by addressing retailers’ common sense concerns, it should hopefully be possible to deliver “a scheme that makes for a better environment without costing the earth!” Gillian Hamill, editor, ShelfLife magazine
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.
Contents April 18
28
24
59
COVER STORY 28
Leading the crowd: BWG shows the group is ahead of the curve with regard to sustainable practices
30
Future proofing: A look at how the retail sector is adapting to reach new levels of sustainability
NEWS&ANALYSIS Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18. A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753
Circulation audited by Audit Bureau of Circulations.
ShelfLife is a member of Magazines Ireland
4
News grid
6
Seen and heard
10 CSNA news
24 Deposit Return Scheme:
59 Lidl and the IFA: Why is the IFA singling out the discounters in new campaign?
14 Dan White on how introducing minimum unit pricing for alcohol could increase cross-border trade
18 Retail Crimewatch: Julia O’Reilly looks at an information and image sharing scheme that is being run in Belfast and asks whether it might work south of the border too
20 HR: The HR Suite’s Caroline
Fionnuala Carolan speaks to retail groups about how the new recycling scheme should work for retailers
ADVISOR 8
Recruitment: Barry Whelan gives tips on how to flourish in the workplace
McEnery explains how to deal with the long-term illness of an employee
MARKETING& CATEGORY FOCUS 42 54 60 64 67 68
Gin Ice cream Soft drinks Sugar confectionery Off-trade news Market movers
4
NEWS
NEWSGRID The top news stories in FMCG Shoppers warned about rise in online payment fraud Shoppers are being warned to take extra precautions as new figures show online payment fraud is on the rise. According to data from the Banking and Payments Federation Ireland (BFPI), fraudulent payments on cards totalled more than €12 million in the first half of 2020. In-store card fraud halved during the year, reflecting a change in how consumers shopped during the pandemic; online fraud was up 21% over the same period.
Dublin store deals with anti-social teenage attacks A Dublin retailer has spoken out about the fear he and his staff regularly experience as a result of teenage gangs terrorising them. CCTV captured an incident at the convenience store in Willowpark, Finglas, when dozens of teenagers entered the store, taking items and then throwing them at staff. Store employees quickly pulled down the shutters and one received minor injuries during the incident. A garda representative said investigations are ongoing.
Lidl Ireland is first Irish retailer to introduce JAM cards For World Autism Day on 2 April, Lidl Ireland, together with the NOW Group, announced it will be the first Irish retailer to become Just A Minute (JAM) Card friendly over the coming weeks. The JAM Card is designed to allow users with additional needs extra time and patience when in people-facing environments such as supermarkets. Lidl has also committed to sponsoring 6,000 JAM Cards.
and retail from across Ireland Continued ‘click and collect’ ban compounds pressure on retail
Retail Ireland has expressed disappointment at the failure of government to reintroduce click and collect retail services as part of its easing of Covid restrictions. The group said click and collect provides a safe means of providing customers with the products they need and that a ban on click and collect has not been a feature of even the highest levels of Covid restrictions in the majority of European countries.
Government should ban tobacco companies from discounting larger packs: CSNA
Expert should be appointed to set reductions in insurance premiums RGDATA has written to Tánaiste Leo Varadkar to urge the appointment of an expert who would set out the reductions in premiums that should be applied as a result of the new Judicial Guidelines on minor injury pay RGDATA outs and other insurance director general reforms. “Our experience Tara Buckley to date is that insurance companies will use savings to drive up their own profits and hard pressed shop owners and other policy holders will still be paying unsustainably high premiums,” said Tara Buckley, director general of RGDATA.
SuperValu owner fails to stop supermarket for Talbot Mall
The Convenience Stores & Newsagents Association (CSNA) wrote to the Departments of Health, Finance and Enterprise last month asking for a ban on packs of more than 20 cigarettes or price controls based on a pro rata price per cigarette. Vincent Jennings, CEO of the CSNA, said tobacco companies have too much control over price-setting, undermining health policy and lowering the tax take.
An Bord Pleanála has rejected an appeal by the owner of five SuperValus, including one on Talbot Street, to stop Irish Life Assurance converting a nearby mall into a supermarket. The Kane McCartney Group said planning permission for the new supermarket should not be granted due to an overconcentration of such outlets already existing in the area. The ruling now clears the way for Irish Life to build a 1,791m2 supermarket.
Big jump in sales of fresh fruit and veg
Aldi unveils plans for second store in Blackrock, Cork city
New sales data for the first quarter of 2021, published by BWG Foods, shows that Irish consumers are consuming record levels of fruit and vegetables. Overall, vegetable sales are up 18% on the same period last year, with fruit up 6% over the same period. The best-selling vegetables included peppers, potatoes, carrots and asparagus. Bananas remain the most popular fruit and the biggest gain was easy peelers up 65%.
Aldi has announced plans to open a second store in Skehard Road, Blackrock, Cork, creating 30 new jobs. The new environmentally friendly store will be powered by 100% green electricity and will include solar panels on the roof of the development. The store will be part of a mixed-use development which will also feature 28 residential units and a café. The site will be developed by Lyonshall Ltd. ■
For more details on all the above and the latest grocery-related news as it happens, visit www.shelflife.ie. ShelfLife April 2021 | www.shelflife.ie
6
SEEN AND HEARD
Irish company The Naked Collective becomes world champion in food innovation At the latest World Food Innovation Awards, The Naked Collective won in the ‘Best low or no product’ category for its no alcohol So.Beer brand. In addition the Mude range of functional drinks was runner-up in two other categories. So.Beer is a non-alcoholic beer with benefits. The first of its kind, it contains built-in immune support and is packed with complex B-vitamins and minerals. So.Beer starts life from grains of barley and oats, bursting full of B-vitamins and selenium, polyphenols and water, and is ‘brewed’ to extract and
retain the health benefits naturally found in grains, creating an isotonic ‘Superliquid’. Beta glucan, an extract from baker’s yeast which scientific studies suggest leads to a healthier immune system, is added to this isotonic ‘Superliquid’ to create the brand’s Immunoboost formula. In addition, it’s vegan, low sugar and low calorie. The revolutionary company founded in late 2019 in Kildare by Catherina Butler and Niall Phelan, has recently won huge distribution deals in the USA, Canada, UK and Italy and is stocked in over 1,000 stores in Ireland.
Star power: Gala Retail announces sponsorship of Starcamp
CEO of Gala Retail, Gary Desmond with founder and director of Starcamp, Aideen O’Grady
Gala Retail is the new commercial sponsor of Ireland’s number one network of children’s activity camps, Starcamp, committing to a two-year partnership that sees Gala named as the title sponsor. ‘Starcamp with Gala Retail’ camps and clubs, both on and offline, will run throughout the year, with Gala providing over €10,000 worth of prizes for participating children and their schools. Starcamp is known nationwide for its awardwinning Easter and summer camps, which take place in more than 200 locations across
Ireland each year. The past 12 months has seen Starcamp diversify in response to the coronavirus pandemic, offering virtual clubs so children all over Ireland can continue to enjoy the learning, activities and fun that Starcamp is known for. Chief executive of Gala Retail, Gary Desmond, said the group is thrilled to partner with Starcamp, which like Gala’s 170 stores, plays a central role in local communities. Check out Gala Retail’s social media channels for details on the ‘Starcamp with Gala Retail’ events planned for 2021.
Centra sees demand soar for ‘full Irish’ breakfast during pandemic Centra has recorded a significant increase in demand for breakfast foods during the pandemic, with its ‘Inspired By’ product range generating almost €2m in sales through Irish producers last year. Retail sales for products in the Irish-produced Inspired By Centra breakfast range soared more than 20% in 2020 to a total of €1.9m from €1.5m the previous year, according to the latest available sales data from the leading retailer. The Inspired By Centra Dry Cured Rashers 219g achieved the greatest increase, with sales
volumes skyrocketing by over 8,000% when compared to 2019. The range’s pork and bacon products are supplied by Co. Roscommon-based Oliver Carty. Inspired By Centra Mini Puddings 260g soared by more than 5,000% in 2020; supplied by Co. Galway-based Loughnane’s. The range’s Freshly Squeezed Orange Juice 1ltr also jumped to €404,090 from €339,872 in 2019, with juices supplied by Co. Carlow-based Sunshine Juice. What’s more, the Inspired By Centra Free Range Corn Fed Eggs 6pce rose 24% in 2020,
supplied by Clonarn Clover. Finally, 2020 sales of the Inspired By Centra Traditional Pork Sausages 380g totalled €185,377, up from €144,194 in 2019. Arthur Mallon Foods supplies Centra with a wide range of own brand sausages from the business’ base in Co. Monaghan.
SuperValu and AsIAm launch ‘Say Yes to Autism Acceptance’ campaign
AsIAm CEO Adam Harris
ShelfLife April 2021 | www.shelflife.ie
Too often autistic people face invisible barriers because of how the world works and the judgement and attitudes of others. They are so used to being told ‘no’. And so, to mark Autism Awareness Month in April, SuperValu and AsIAm have teamed up to launch ‘Say Yes to Autism Acceptance’. The aim of the campaign is to encourage people to say ‘yes’ for a change: yes to
employment, yes to education and yes to community inclusion. The campaign will include a ‘Say Yes to Autism Acceptance’ guide with 10 ways to say yes to autism acceptance, which will be available in SuperValu stores throughout World Autism Month in April. As part of the campaign, AsIAm is asking the public to donate on asiam.ie/donate as queries to its
service increase by 280% on the same period prior to the pandemic, and share #AutismMonthSayYes on social channels. SuperValu is dedicated to making communities around Ireland more inclusive and is leading the way in autism-friendly shopping by continuously raising understanding and awareness of autism among its communities, customers and staff.
LOOKING FOR SOME
FRESH THINKING?
Five reasons to join the Gala Group 1. Become part of a professional, well-established and recognised Irish Convenience group with a modern image and an exceptional support mechanism. 2. Strong emphasis on Fresh and innovative food ideas. 3. Choice of in-store concepts tailored to suit your business needs. 4. Benefit from National Marketing Campaigns that elevate the Gala brand. 5. A National Brand with local focus.
To find out more about becoming a Gala Retailer, contact Gala on 045–910066.
w w w. g a l a . i e
8
ADVISOR: Recruitment
Achieving your career goals Excel Recruitment’s Barry Whelan shares seven top tips on how to reach your full potential within the workplace
BARRY WHELAN managing director of Excel Recruitment
www.excelrecruitment.com
L
ast month’s article discussed the advantages of having career goals and how, by having such goals, they can really help keep your career on track. This month, I have continued this theme by looking at how to achieve career goals.
how best to achieve career goals 1. Write down your career goals Like any goal, writing it down may seem like an old-school technique, but it is actually incredibly effective. Based on several studies, individuals who write down goals, including their career goals, see a higher likelihood of achieving them compared to those who don’t. There are several benefits to writing down our goals. The most obvious being, that by writing down a goal, the individual is forced to think critically on how to achieve each goal. 2. Share your plan of how to achieve your career goals This is critical and another massive perk of writing down career goals. It makes it easy to share them with friends, colleagues, mentors and managers. When an individual discloses their short and long-term career goals to other people, they feel more challenged and under pressure to follow them through.
4. Review annually It is good practice to annually appraise your career goals to make sure you are heading in the right direction for their achievement. It is all about small steps and not moving mountains. An annual review really helps keep your goals on track. 5. Find a great mentor Whether you are planning to move up or transition into a whole new career, an experienced mentor in that industry can provide invaluable insight. Why not spend some time on LinkedIn finding a great mentor? Alternatively, reach out to peers in the industry to find someone with at least ten more years of experience that you can discuss career goals with and brainstorm action-items together. You will be surprised how much people will be willing to help! 6. Get feedback on your Curriculum Vitae Having found that really strong mentor or two, reach out to them to share your current CV and ask them these three questions: • Where am I lacking in skill or knowledge?
• If you were recruiting, what red flags would you see in my CV, my work history, skills or education, that might cause you to be concerned or reject me as a candidate? • What areas of my skills and experience most stand out to you as my strengths? 7. Break big goals into small pieces Depending on your career goals, some could take months or years to achieve, which could stall motivation. You never eat an elephant in one bite! Break down bigger goals into smaller pieces. Your plan of attack is to start with the end goal in mind and then determine what daily or weekly actions will move you closer to achieving your goal. Essentially, a career goal is all about setting short-term and long-term objectives relating to your career path. Setting career goals is important. It will help propel individuals to keep your goals on track and hopefully accomplish them. However, goals are so much more powerful when they are crystalised through writing them down, annualising and sharing them with others. ■
3. Visualisation of the outcome A common thread around achievement of goals is the ability to visualise them. If you take a great example of a contemporary self-help book like ‘The Secret’, the book’s central theme is that if you wish for something, visualise it, and it will come through. High achievers visualise their success. For example, sports psychologists often ask their top athletes to envision themselves crossing that finish line or scoring a goal. It is the same concept with career goals. One should think about all the steps they need to reach their goal and plan for the setbacks that they may encounter.
ShelfLife April 2021 | www.shelflife.ie
Several studies have shown that individuals who write down their goals, have a higher likelihood of achieving them compared to those who don’t
A fresh design for Ireland’s most widely read newspaper Thought-provoking writing and essential reading in every section
10
CSNA NEWS
CSNA NEWS Changes in the way retailers sell tobacco are necessary
PETER GAUGHAN, national president, CSNA
Vaccinated elders must still wear face coverings in-store
Elders who have been vaccinated still need to observe social distancing and wear a face covering in-store
While we as a society are naturally delighted that our most senior members have been vaccinated and can resume some of their “normal” activities, including visiting their local shops, they may need to be advised that, regardless of their improved standing with regard to the virus, they are still required to observe social distancing and wear a face covering whilst in an indoor retail environment. It is understandable that some of our elders may inadvertently believe themselves to be liberated from having to “cover up” but this is sadly not the case. Can you please ensure that your staff understand and are aware of this potential difficulty and are trained to act appropriately to the occasion. We have asked the Department of Health to include advice over the next few weeks to highlight the matter.
Following a thorough review of the tobacco retailing category, the CSNA National Executive has made the following observations. In our view, retailers do not benefit from the significant changes that there have been in pack sizes/quantities of sticks per pack. These cause additional stocking costs and given that it’s always the last pack in every carton stocked that eventually creates profit, it’s hard not to see how retailers would be better off if there was only a single 20 pack available. If a smoker buys 20 cigarettes each day from a store and makes additional purchases to the value of €5 on those visits, his visit has a value of €2 to the retailer (€1 cigarettes and €1 at a 20% margin). Their visits in a 30 day month earn the retailer €60. If the smoker switches to a 30 pack, they would, if they continue to consume at a rate of 20 per day, only return on 20 occasions in the month. The 30 pack may earn the retailer €1.50 per pack (€30 per month) but the additional sales have now only earned €20, or €50 at the end of the period. The CSNA believes it’s not in retailers’ interest to sell big boxes. Cigarettes are the only FMCG that has both the wholesale and retail prices controlled by the suppliers. CSNA cannot accept that retailers should be prohibited from setting their own retail prices for all tobacco products. We fully accept that for health protection purposes, we must not be permitted to sell below a set minimum price. In the UK and Northern Ireland, all tobacco retailers are free to set the prices based upon their needs, not those of a tobacco company. All vending machines in the Republic are permitted by law to charge extra for the same packs that shops sell with the prices controlled. Ireland needs to follow the example of Finland and France and ban the personal importation of all tobacco products that don’t have the same health warnings and packaging that Irish consumers of products sold in our stores are obliged to obtain.
The CSNA says retailers need to be consulted on how a ‘Tobacco Free Ireland’ will affect their business and what steps the State might take to facilitate the transition
This also applies to duty-free. In the past 12 months, Irish retailers have sold an additional €130m of tobacco, much of it due to the travel restrictions currently in place. We want that business and believe that the State should take the necessary steps to prevent tobacco from being considered a product that can enjoy freedom of movement status. Retailers need to be consulted on how a ‘Tobacco Free Ireland’ will affect their business and what steps the State might take to facilitate the transition. The target of 2025 is very ambitious but regardless of when the Tobacco Free target of 5% of the adult population as smokers is achieved, our financial reliance on tobacco is dangerous and not sustainable. In summary, we are calling for: • Reduced range, no big boxes. • Retailers set price, not tobacco company. • State prohibits duty-free and personal imports of tobacco unless the packs contain the same warnings and plain packs as in our shops. • State commences consultation with retailers on supports needed to achieve Tobacco Free status.
Jti agrees to rescind minimum order for B&h and silk Cut A long standing complaint from many of JTI’s loyal tobacco/retailing customers has been the insistence by the company that they would not supply any quantity less than 5,000 sticks of their bestselling Benson & Hedges and Silk Cut 20s. We note with satisfaction that JTI have removed this requirement with immediate effect. The association is heartened by the many messages of support that we have received from both members and from others in the supply chain regarding the views expressed recently about the negative effects big boxes were having on our businesses.
Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife April 2021 | www.shelflife.ie
Csna invited to participate in exciting security initiative Members will be aware that the association has been very active in highlighting the very real difficulties that store owners and their staff experience when attempting to deal with shoplifters and other unwelcome entrants to the shops. We had been pressing the gardaí and Department of Justice to engage with the Data Protection Commission to find ways to ensure that the privacy rights being afforded to criminals were (at the very least) balanced with the security and safety rights of their victims. At a meeting last month, attended by both Assistant Commissioner Hillman and Minister of State James Browne, it was agreed that a Retail Crime Working Group would be set up to investigate the possibility of introducing a scheme similar to the one launched in Belfast, as outlined on page 18. The CSNA has been invited to be part of this group given the level of expertise we have acquired in these matters.
The CSNA has been invited to take part in a Retail Crime Working Group to tackle shoplifting and anti-social behaviour
CSNA CONTACT DETAILS
national lottery to collect unsold Christmas scratchcards Following representations from the association to Premier Lotteries Ireland (PLI), it has been agreed that the company will commence, with immediate effect, to collect all outstanding unsold Christmas scratchcards, both activated and nonactivated. The CSNA was disturbed to learn that PLI did not have a contingency plan in place to ensure a financial crediting was enacted for those four or five scratchcard games that the rules required to be removed from sale after Christmas. As they had been activated and paid for, the crediting by PLI of the unsold stock should have been a priority, particularly as we understand the value of the unsold (but fully paid-for) stock is in excess of €1 million! Expect a visit soon from your PLI rep.
If you have any queries regarding CSNA services or membership please contact the office in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie
VYPE IS BECOMING VUSE NEW NAME. NEW LOOK. SAME GREAT TASTE.
FIND OUT MORE AT B2B.PJCARROLL.IE VYPE CHARGE BEYOND For adult smokers and vapers only. Vype\Vuse e-cigarettes contain nicotine which is addictive. 18+ Only. Read leaflet in pack.
www.shelflife.ie | ShelfLife Month 2021
Grocery & Convenience sector demonstrated unflinching commitment to customers and communities during unprecedented trading conditions in 2020.
Retail Convenience: 2020 Review Summary
Key Activity in the Sector in 2020
•
•
•
•
Unprecedented Growth: Exceptional growth delivered by grocery retailers linked to COVID-19 related demand. Shopping behaviour and frequency patterns favoured larger operators in the Irish market. Customer Goodwill: Sector response to the pandemic; supporting communities and vulnerable in society has generated goodwill and trust towards retailers and their staff. Investment: Store revamp and purchase activity was particularly strong in H2 2020 and this trend is expected to continue in 2021. Bank of Ireland continues to actively engage and support grocery retailers with investment plans.
2020 Key Trends •
•
•
•
Strong growth in take-home grocery sales linked to COVID-19 customer requirements and behaviour. Growth of 17% delivered in December 2020 per Kantar Grocery market share index. Supervalu, Dunnes and Tesco continued to compete strongly for the no. 1 spot in grocery market share; Supervalu benefiting from its extensive community focused store network and online capability and Dunnes delivering a strong performance in the Dublin region. Aldi and Lidl continue to maintain a strong foothold in the Irish market. COVID-19 has driven a large divergence in performance amongst convenience focused operators. Neighbourhood stores (Centra & Eurospar) have reported a strong performance whereas many city/town centre and forecourt stores have seen a significant deterioration in footfall linked to increased working from home practices etc. The Irish consumer now expects a frictionless/accessible shopping experience linked to health and safety and progressive retailers are continuing to invest in omni-channel strategies and technology (click & collect/on-line loyalty clubs) to drive improved engagement opposite their customers and employees. The provenance/origin of products continues to inform/guide shopping trends and behaviour.
•
•
•
Despite exceptional demand, the overall grocery supply chain proved robust; a testament to the contingency plans in place by Irish grocery operators/wholesalers. Shopping patterns have reverted to the “Big weekly grocery shop”. This has led to a negative impact on gross margin percentage as less impulse/more considered shopping behaviour emerges. Retailers are continuing to implement pragmatic succession planning structures to ensure that appropriate long-term value is delivered from their business. COVID-19 has been a catalyst for some retailers investigating future options. A strong pipeline of store revamps and purchase activity was generated in H2 2020. Progressive retailers continue to recognise that in-store investment is necessary to maintain customer engagement and loyalty.
Approval Activity Value % (per internal Bank of Ireland data)
Approval Activity Value % – 2020
Approval Activity % – 2019
6%
7%
14%
22% 46%
38%
34%
33%
■ Refinance ■ Freehold ■ Revamp ■ Working Capital
2020 Key Numbers
17% Grocery sales increase in December 2020 per Kantar Grocery market share index.
46%
Sector Developments: Investment and Consolidation
€400m+ Valuation of BWG Group’s equity per Spar South Africa’s annual report (Irish Times 19/11/20).
Milestone anniversary celebrated by Maxol Group in 2020.
•
•
Increase in online grocery sales v December 2019 per Kantar Grocery market share index.
100
•
•
€718m
Sales price agreed for Bidco to purchase Applegreen (Various media 22/12/20).
Tesco have continued their contraction strategy by selling their operations in Thailand, Malaysia and Poland in recent months. Cork man, Ken Murphy took over as Tesco Global CEO in H2 2020. Supervalu, Lidl, Aldi and Dunnes all outlined plans for new store openings in 2021 across all regions with a noteworthy focus on satellite towns of Dublin, Cork and Galway. A number of key transactions occurred in the forecourt sector; DCC purchasing Tesco’s forecourt outlets, Greenergy purchasing Amber Oil and Bidco taking Applegreen private. Further consolidation in this sub-sector is expected in 2021 (Shelflife/Irish times/Sunday times). Consumers continue to have a key focus on food provenance and healthy options. This demand is being met by expansion/investment from Fresh the Good Food Market and Nolan’s of Clontarf amongst others. Musgrave have signed an exclusivity agreement with The Happy Pear for the island of Ireland and BWG have launched a healthy-eating guide in conjunction with the FAI.
A renewed focus on store investment and consolidation within the sector. Margin preservation key linked to change in consumer behaviour.
Retail Convenience 2021 Outlook 2021 Key Numbers
•
24
£6.8bn
Number of stores within the Dunnes stores network providing an online service in collaboration with Buymie. (Irish Times 05/10/20).
The amount paid by EG Group to acquire a majority ownership in Asda in the UK. (The Grocer – October 20).
1,200
€28m
The reduction in carbon emission tonnes which Tesco aims to deliver from its partnership with Green Generation. (Shelflife June 20).
The daily contactless spend in Ireland in October 2020 per the Banking and Payments Federation (BPFI 05/12/20).
2021 Retail Convenience Sector Outlook •
•
•
Robust Outlook: Overall a resilient sector to economic shocks; Level of COVID-19 linked restrictions will be key for footfall reinstatement in high convenience and forecourt stores. Funding Activity: Strong active pipeline of store purchase and revamp proposals– retailers recognise that customer experience/excellent standards will be key to attract and retain market share. Investment/Consolidation: Increased investment in partnership agreements and further consolidation of the market (especially forecourt sub-sector) expected in 2021.
Market •
•
•
Significant revamp programme rolled out in 2021 nationwide by leading grocery operators as the ever more discerning consumer seeks excellence in store standards. Activity levels in 2020 were impacted by COVID-19 linked restrictions and volumes completed in 2021 will be subject to levels/length of restrictions in the coming months. Detailed analysis pre and post revamp will be an imperative to ensure that maximum return on investment is delivered via sales mix improvement, margin growth and cost saving. Increased consolidation expected in the market with larger independent grocery/convenience operators expanding their store network thus creating multi-store groups operating under the Supervalu, Centra and Spar banners in particular.
Owen Clifford owen.clifford@boi.com 087 907 9002
Owen Clifford is Head of Retail Convenience within Bank of Ireland since 2015. Owen is responsible for the continuing development of the Bank’s growth strategy in this key area and has actively supported leading retailers and stakeholders in the sector to grow and develop their business in a sustainable manner.
•
•
•
The long-term model adopted by high convenience and Forecourt retailers will be examined – can they effectively pivot towards grocery top-up and/or a hub for people working from home through increased delivery capability? Corporate social responsibility linked to sustainable and environmentally friendly in-store activities will be a key area of focus for all retailers – energy efficient equipment, elimination of single-use plastic, improved recycling facilities and reduction of food waste. This will enable an improved cost base whilst meeting consumer expectations in respect of ethical trading. Development of a frictionless, reliable and efficient online service to meet increased demand for a digital offering will rank high on investment priorities for the sector. Retailers will examine the benefits of 3rd party partnerships, “darkstores/fulfillment centres” and improved click and collect offerings to meet the nascent growth in this channel. All retail businesses will need to focus strongly on margin preservation in 2021 linked to functional/more considered shopping behaviour.
Funding Activity •
•
•
Revamp activity to continue linked to a proactive revamp strategy from progressive retailers nationwide (subject to no further COVID-19 linked restrictions) Store sale activity primarily linked to succession planning will continue to develop in 2021. Leasehold retailers will continue to see opportunities to purchase the freehold interest of their stores. Refinance activity projected in the sector in 2021 linked to exiting banks and loan book purchasers seeking to deleverage.
Bank of Ireland •
•
•
In Bank of Ireland, we recognise that we have a unique opportunity to support our customers and to enable Irish businesses and the communities we jointly serve to thrive. Our proven financial capabilities, combined with comprehensive sector expertise, provide us with a strong platform to meet the funding requirements of Irish retailers. We understand the investment cycle, including the need for regular expenditure to maintain growth and profitability in this dynamic sector, and we have a strong appetite to support progressive, innovative retailers in the further development of their businesses in 2021.
Owen has brought extensive industry knowledge and experience to this role, having worked in the retail sector with Musgrave Retail Partners Ireland where his role involved supporting independent retailers to maximise their profitability and to develop long-term, sustainable business models. During this time Owen built up a significant knowledge base, and a network of connections with expertise, in the areas of Finance, Operations and Legal/Regulatory requirements specific to the Retail Convenience sector. Owen holds a first class honours degree in Law and Accounting from the University of Limerick and is a Fellow of the Institute of Chartered Accountants Ireland and an Associate of the Irish Taxation Institute.
Bank of Ireland is regulated by the Central Bank of Ireland. This document has been prepared by Bank of Ireland for informational purposes only. Not to be reproduced, in whole or in part, without prior permission. Any information contained herein is believed by the Bank to be accurate and true but the Bank expresses no presentation or warranty of such accuracy and accepts no responsibility whatsoever for any loss or damage caused by any act or omission taken as a result of the information contained in this document. You should obtain independent legal advice before making any decision.
OPINION
14
Dan’s Digest
With Dan White VieWs on the latest eConomiC & politiCal neWs
Why Feighan should wait Minister Frank Feighan’s stated intention to introduce minimum unit pricing for alcohol in the Republic before it comes into force in the north also will result in a major increase in cross-border smuggling, writes Dan White
I
n 2018, the Public Health (Alcohol) Act introduced minimum unit pricing for alcohol. Under the terms of the act the minimum price was set at ten cent per gramme of alcohol. A standard drink (the equivalent of a half-pint of ordinary lager) contains ten grammes of alcohol. The impact of the act would be to set a minimum price of about €2.00 for a pint of beer, €7.50 for a bottle of wine and €20 for a bottle of whiskey. However, in order to prevent a major increase in cross-border smuggling, the implementation of the act was stayed until similar legislation was brought into force in Northern Ireland.
solo run Three years later, as our northern neighbours continue to indulge their propensity for seemingly endless constitutional navel-gazing to the exclusion of virtually everything else, we are still no nearer the introduction of minimum unit pricing in Northern Ireland. Now the Republic’s junior Health Minister Frank Feighan is threatening that the Republic will do a solo run and introduce minimum unit pricing south of the border in time for Christmas. That’s almost certainly not a good idea. While it is still far too early to predict the likely course of the Covid-19 pandemic, do we really want an upsurge in cross-border alcohol smuggling and an accompanying increase in north-south people movements just before Christmas? Given that minimum unit pricing is supposedly driven by health considerations, introducing a measure that threatens to reignite the pandemic, would be perverse. Does the Department of Health’s left hand have even the slightest idea what its right hand is doing? ShelfLife April 2021 | www.shelflife.ie
Junior Health Minister Frank Feighan would like minimum unit pricing to be introduced in the Republic by Christmas
latest episode of confusion The threat to unilaterally impose minimum unit pricing is merely the latest episode in the confusion and incoherence that has surrounded official alcohol policy in recent years. Despite the sometimes apocalyptic warnings about the demon drink that accompanied the passage of the 2018 act, the reality is that Irish alcohol consumption has been falling steadily for the past two decades. According to the OECD, Irish per capita annual alcohol consumption for over-15s fell from 14.2 litres in 2000 to just 10.6 litres by 2013. It has since held broadly steady at this level, with 2018 consumption of 11 litres. Since then the indications are that Irish per capita alcohol consumption has fallen once again. Revenue Commissioners excise data shows that the quantity of beer on which excise duty was paid fell by 19% from 2018 to 2020 while the quantity of cider was down by 13% and
that of spirits rose by 1.3%. The only major increase in volumes was recorded by wine, with the volumes on which Irish excise duty was paid rising by almost 14% between 2018 and 2020. Extrapolating alcohol consumption trends from the Revenue Commissioners data is complicated by presentational issues with the beer and spirits figures being for litres of alcohol while those for wine and spirits are for litres of product. However, if we make some assumptions on average strength, 13% for wine and 4.5% for cider, it is possible to make some rough-and-ready estimates with a likely 5% fall from about 42.8 million litres of alcohol in 2018 to 40.5 million litres in 2020. Given that the latest CSO estimates show that the population grew by 2.5% to 4.97 million over the same period, that translates into a fall in per capita consumption of between 7% and 8% over the same period. All of which makes Frank Feighan’s apparent
OPINION
determination to unilaterally introduce minimum unit pricing in the middle of the worst public health crisis in over a century quite baffling.
asda takeover hits another speed bump A group of, mainly female, Asda shopfloor workers have claimed their work is of comparable value to higher paid, mainly male, warehouse workers
modelled on scottish system Ireland’s proposed minimum unit pricing for alcohol is modelled on the system introduced in Scotland in 2018. Three years on the jury is still out. While the Scots were quick to tell us how alcohol sales fell by 3.6% in the year after minimum unit pricing was introduced, they have had less to say about the impact on alcohol consumption. With the Scottish capital Edinburgh less than 100 kilometres from Berwick-uponTweed and its largest city Glasgow just 160 kilometres from Carlisle, it would be interesting to see what impact the introduction of minimum unit pricing has had on offlicence sales in these two English cities. Here in the Republic over half of the population lives within 90 minutes’ drive of the border. The notion that opening up a major disparity in alcohol pricing between the two jurisdictions won’t result in a significant increase in cross-border smuggling seems fanciful. So, with alcohol consumption already falling and the impact of minimum unit pricing likely to be marginal at best, the most sensible thing that Feighan could do is wait until the pandemic has cleared and then introduce it jointly with the north.
The takeover of Asda has hit another speed bump with the UK’s Supreme Court ruling against the UK’s third-largest supermarket chain in an equal pay claim that could eventually force it to cough up hundreds of millions of pounds of back pay. Last month the UK Supreme Court upheld an appeal by a group of, mainly female, Asda shopfloor workers who claimed that their work was of comparable value to higher paid, mainly male, warehouse workers. While the ruling doesn’t force the company to hand over any money, it does represent a major victory in a case that has dragged on since 2016. However, despite losing at an
employment tribunal, an employment appeals tribunal, the Court of Appeal and now the Supreme Court, Asda has vowed to continue with a spokesperson saying that: “This ruling relates to one stage of a complex case that is likely to take several years to reach a conclusion”. This will only be a case of delaying the, expensive, inevitable. With the women now free to sue for backpay, Asda is potentially on the hook for several hundred million pounds. It will not be alone. Analysts believe that all of the major UK supermarket groups are similarly vulnerable and the ultimate cost across the sector could go as high as £8bn. ■
ADVERTORIAL
Change hydration one sip at a time
2020 has been the most disruptive year of change in recent history, so when Change Water decided to launch a new Irish-owned brand of TetraPak water in December 2020, the company chose a name that symbolised the global shift in all our lives. Change Hydration was born with a simple mission to change our impact on the planet, our lifestyles, our future and to have a positive impact on the lives of people in Africa who don’t have access to clean water through the Change Foundation. Now is the time to make a conscious choice to effect change through simple actions. Change Water’s first product is the 500ml Still Water with other sizes currently in development and further exciting products due to launch during the year.
Change Water: Change Lives. Become a stockist today and contact the sales team on 01 8394918 | www.changehydrate.com
Change Water is aiming to have a positive impact on the lives of people in Africa who don’t have access to clean water through the Change Foundation
The 500ml Still Water is the first product to launch within Change Water’s portfolio with other sizes currently in development
15
16
STORE PROFILE
Flying the flag for Costcutter As Costcutter Ireland celebrate 21 years of operating the Costcutter franchise in the Republic of Ireland and now the outright ownership of the brand, they are happy to now be flying the flag in Mayo, working with the Duffy family
W
ith the past year being earmarked with change and disruption due to Covid-19, it has been a challenging year in convenience retailing. However, Tom Duffy, owner of Costcutter Castlebar saw the challenge, but also the opportunity while opening his 4,200sq ft store in August 2020 under the Costcutter franchise. Reflecting on this decision, Tom says: “We thought Costcutter offered the support that we needed as newcomers to this business. Their guidance and advice have been invaluable.” A newcomer to the trade, Duffy’s interest in convenience retailing arose when he saw his beloved community growing and a lack of local amenities to reflect this, in particular a forecourt and shop in the area. As Barry Group were looking to add a flagship store in Mayo, partnering with the Duffy family was deemed a great opportunity for the group to showcase Costcutter’s offering and new spec to retailers and consumers alike. Created to reflect the needs
Tom Duffy and his family, including son Kevin and daughter Louise, together with manager Angelika and assistant manager Stewart, are involved in the running of this thriving store in Carrowncurry, Castlebar
of the modern consumer, Barry Group have invested significantly in the Costcutter brand over the past three years from many facets of the business. This includes the new store spec and fit-out, the recruitment of new stores and scheduled revamps, the centralisation of their chill and fresh fruit and vegetable distribution and in marketing campaigns and sponsorships.
STORE PROFILE
Retailer: Tom Duffy address: Duffy’s Costcutter, Turlough Road, Carrowncurry, Castlebar, Mayo staff: 10; seven full-time, three part-time size: 4,200 sq ft
A family-run business A shared value between the Duffy family and Barry Group that has fuelled this successful partnership is the value they place on family business. Reflecting on this shared value, Jim Barry, Barry Group managing director, says: “We strongly believe that we understand the needs of family businesses and in this partnership, I am confident that was the case. It is a pleasure to see and work with a family business that is steeped in strong values, working together successfully as an effective team.” Both Tom and his family are involved in the running of this thriving store and together, ensuring its growing success. Being a greenfield site, Tom and the Costcutter store development team worked closely on the development of the retail outlet, from planning through to opening and beyond.
ShelfLife April 2021 | www.shelflife.ie
Tom’s son Kevin oversees the facilities element of the business and daughter Louise oversees administrative operations. However, true to the nature of family businesses, the team act as an extended family with Louise noting: “We have a fantastic team working for us, led by our manager Angelika and assistant manager Stewart. We couldn’t do it without the care and attention they give our store.”
Shared focus Tom and the Duffy family demonstrated admirable skill and determination opening their store during a period which will go down as one of the most difficult years in not only convenience retailing but in business in living memory. However, the cooperation
STORE PROFILE
between both the Duffy family and the Barry Group team, both long established business operators, was evident from the beginning of the project. The project from a store fit perspective ran like clockwork under the guidance of ‘store development team lead’ Sean Hunt. From a fresh food perspective, the ‘fresh food team lead’ Joanne Barry delivered on the Market St Deli full offering, including training and development which has been maintained to a very high standard. Additionally, the ongoing servicing of the account is managed by account manager Derek Touhy who supports the store on a day to day business. With a shared vision and focus, this partnership has gone from strength to strength and continues to flourish. Speaking on the partnership, Edwina Lucey, Barry Group sales director attests to this, stating: “The success of this project was firmly rooted in the hard work and commitment from the Duffy family. We were delighted to support them on their journey. I do feel that the knowledge and expertise that our team brought has been a great asset here and we look forward to further working together in the future.”
The WOW factor The fruits of this labour can be seen not only in the finish of the store, but also its success to date. The store offers an extensive range for a food store format which has been designed to meet the needs of the modern consumer and features the best of the Costcutter offering with an Urban Sips coffee station which has made a huge impact and built a strong and loyal audience in the seven months the store has been open. Market St. Deli, the retail group’s premium deli offering is performing well despite restrictions, offering a broad range of food to delight all tastes. Additionally, as we head into sunnier months, Costcutter Castlebar is prepared for ice cream season with Freezi Licks Ice Cream, a true crowd pleaser.
17
‘Fresh food team lead’ Joanne Barry delivered on the Market St Deli full offering, including training and development, which has been maintained to a very high standard
Changes in the convenience trade Throughout the Duffy family’s first seven months of trading, there has been varying Covid-19 restrictions that have resulted in both operational changes and fundamental learnings. During this period, their primary focus was to adapt to the needs of their growing customer base. Situated in the heart of a busy community with many housing developments on their doorstep, safety was a priority. “We have really enjoyed getting to know our neighbours who pop in regularly and we are constantly adapting to suit their needs and requirements,” Tom says. One of the main changes that occurred was the
closure of their 25-seat dining area. Although their deli trade has remained steady, they are looking forward to welcoming back their customers to sit down and relax while enjoying their food.
Moving forward For the Duffy family, their introduction to convenience retailing has been a whirlwind. “It has been busy so far during a year of restrictions, so we’re really excited to experience normal life in retail soon,” Tom says. “We welcome the day where match goers and holiday makers are stopping by, and of course, our valued customers having the opportunity to sit in and enjoy our deli offering.” ■
“We have really enjoyed getting to know our neighbours who pop in regularly and we are constantly adapting to suit their needs and requirements”
Duffy’s Costcutter benefits from a fantastic team led by manager Angelika and assistant manager Stewart
Partnering with the Duffy family in Castlebar was deemed a great opportunity for the Barry Group to showcase Costcutter’s offering and new spec to retailers and consumers alike
www.shelflife.ie | ShelfLife April 2021
FEATURE
18
Zero tolerance Julia O’Reilly asks whether Retail Crimewatch - an information and image sharing exclusion order scheme could make retail a safer place for all
I
f crime pays, then retailers are footing the cost. The dogs on the street know that Irish retailers today are being subject to not only rampant theft, but verbal and physical abuse while going about their day-to-day business. So dire is the situation, that in the latest CSNA National Security Report, 88% of retailers believe legislation and its enforcement in the sector is insufficient. Of course, retailers can actively update their in-store security and ensure staff are sufficiently trained. But how much can one team do to protect itself and its customers? For some guidance, ShelfLife looked at Retail Crimewatch, a crime reduction initiative that is ongoing within the Belfast One district in Northern Ireland. The information and image sharing exclusion order scheme was introduced by Belfast City Centre Management (BCCM), with support from the Department of Justice (DoJ), the Police Service of Northern Ireland (PSNI), the Public Prosecution Service (PPS) and retailers.
Network of retailers Over the course of 15 years, the partnership has built up a network of 400 retailers across Northern Ireland. These retailers work with statutory agencies to prevent prolific convicted retail theft offenders from entering their premises. The scheme follows a simple three-step approach: • Identify - identify offenders (new or existing) by sharing images with other members • Keep out – issue an exclusion order for anyone caught shoplifting in a store • Kick out – members of the initiative can prevent offenders from re-entering their store Image sharing is at the heart of the scheme’s
ShelfLife April 2021 | www.shelflife.ie
effectiveness. Each month, scheme members receive images of some of Northern Ireland’s most prolific shoplifters. Thanks to the image sharing policy the network maintains, a shoplifter in one member store will quickly become a known face across all member stores. Those profiled have been convicted through the courts and banned from entering member stores. By distributing such images, the scheme increases staff vigilance, boosts awareness of known offenders and assists in reducing stock loss, all while helping retailers maintain a safer environment for staff, customers, and members of the public. This co-operative approach empowers shop owners to work together against a joint menace. Under the scheme, retailers are entitled to issue an exclusion order to offenders. From the date the order is issued, the offender is no longer permitted to enter the premises of any scheme member for a one-year period. Members can issue such exclusion orders to those found committing theft, attempting to commit theft, or being equipped for theft.
“significant accomplishment in deterring prolific offenders and helping to create a safer environment for staff, customers and the public”.
Retailer response As for the response from retailers, Duggan says it has been ‘very positive.’ “Businesses acknowledge that being a member of Retail Crimewatch can help reduce loss, increase profit margins and protect the sustainability of their businesses,” she added. “Retail crime is a given in the sector, but not all retailers can afford a security team to target shoplifting.” Twelve months into a turbulent year, the benefits of having a wide support network are abundantly clear. While retailers have been working tirelessly to adapt to the latest health and safety protocols, many have seen a spike in anti-social behaviour from customers in response to mask-wearing. At the same time, mandatory mask-wearing has made the task of identifying offenders more challenging.
Promising results The crime prevention system is proving a rampant success. In the past three years, the scheme has seen over 100 convictions for burglary and 47 custodial sentences. Retail Crimewatch is “the only retail crime reduction scheme in the UK that prosecutes retail offenders for trespass or burglary,” says Geraldine Duggan, city centre manager, Belfast City Centre Management Company, speaking to ShelfLife magazine. “By being in the premises of any member of the Retail Crimewatch scheme, that person is trespassing. The PSNI can then escalate the charge to burglary which carries a custodial sentence.” For Duggan, the scheme has achieved a
Under the Retail Crimewatch scheme currently running in the Belfast One district, retailers are entitled to issue an exclusion order to offenders
FEATURE
Retail Crimewatch members have access to a bank of high-quality images of “prolific career offenders”, which Duggan says can help “any member of staff to identify shop lifters – even with a mask”.
Justice to engage with the Data Protection Commission to find ways to ensure that the privacy rights being afforded to criminals were (at the very least) balanced with the security and safety rights of their victims.”
Expanding the scheme
CSNA seeking solutions
The success of Retail Crimewatch has led to talks of introducing an analogue scheme in the Republic of Ireland. “Belfast City Centre Management is keen to explore the introduction of a similar scheme in the Republic of Ireland, which would provide an effective mechanism to address retail crime,” says Duggan. “Retail crime can cost businesses thousands of pounds, impact on sustainability and ultimately put jobs at risk. That’s why we must tackle it. “Retail theft is not a victimless crime but by working together to get prolific offenders out of stores and off the street – we can protect business and jobs,” adds Duggan. The Convenience Store & Newsagent Association (CSNA) was recently invited to join a Retail Crime Working Group; one which would investigate the possibility of introducing a similar scheme in the Republic of Ireland. CSNA - an independent retail association that represents over 1,500 convenience store owners, forecourt operators and newsagents - said it was chosen to participate given the “level of expertise we have acquired in these matters.” In a statement, the association said it has been “pressing the gardaí and Department of
Speaking to ShelfLife magazine, Vincent Jennings, CEO of the CSNA, says: “CSNA has been seeking solutions to the difficulties faced by our members attempting to counteract criminal behaviour in their stores for many years. Antisocial behaviour, shoplifting, aggressive, abusive, and threatening behaviour all have very real and lasting consequences for our staff and customers who deserve to be allowed to serve and shop in peace. “We do not accept that the lawbreakers should be provided with more ‘rights’ than their victims and are delighted to see the PSNI taking this approach. We have agreed to take part in the Crime Prevention Working Group set up by An Garda Síochána and the Department of Justice to specifically review the Belfast initiative and make recommendations on how a similar scheme could be rolled out in the Republic.” Ample change is overdue. For too long retailers have been subject to violence, abuse, and theft in their own workplaces. The latest CSNA National Security Report found that 80% of retailers had experienced an incident involving aggressive, violent, and threatening behaviour in their store within three months of the survey taking place, while 58% said they
Y GET READ
19
The Retail Crimewatch Scheme follows a simple three-step approach, of ‘identify’, ‘keep out’ and ‘kick out’
or their staff are subject to verbal abuse on a weekly basis. And, with 90% of retailers saying those perpetrating these unlawful acts are committed by repeat offenders, it’s clear that a zero-tolerance approach is needed now more than ever. ■
FOR
GREAT BANANA GREAT BANANA BAKE OFF 2021 BAKE OFF 2021 CELEBRATE BANANA DAY WITH US ON APRIL 21ST BY TAKING PART IN
#FyffesGBB021 Our celebrity judge Donal Skehan will help us to crown Ireland’s best banana dessert maker To find out how you can enter the competition visit Fyffes Ireland on Facebook or Instagram, and search for #FyffesGBBO21 www.shelflife.ie | ShelfLife April 2021
20 ADVISOR: HR
Managing long-term absence CAROLINE MCENERY
managing director, The HR Suite
In cases of long-term employee absences, it is crucial to ensure your polices are fully up-to-date with legal requirements. Here, The HR Suite’s Caroline McEnery sets out the considerations all workplaces need to take on board
L
ong-term sickness is an area of employment which is unavoidable. The introduction of the Workplace Relations Act 2015 means employees now accrue annual leave and public holidays while on certified leave. These are instances that can’t be prevented by workplace policy, but effective planning, management and staff support can help highlight and avoid issues arising. The guidelines and recommended steps below will give an employer a better understanding of how to manage employees in order to reduce long-term sickness.
policy considerations The first thing the employer must do is to share your policy. It is important for employees to know exactly what your sick policy is and that it can be accessed by all employees at all times. It is recommended that all employers have an absence policy and sick leave policy in place. These policies should cover a number of key areas such as: notification procedures, sick leave payment (if you have that policy), referral to company doctor procedures and a return-to-work policy. A prudent employer will ensure that all managers are trained in order to ensure that they know how to address workplace absences. In addition, they should know when it is and is not permissible to contact the employee. Managers should be trained in relation to what steps they can take if an employee is not following the ‘absence and sick leave policy’ or if the employee has not returned to work after a prolonged period, which may involve the requirement to send the employee to the occupational doctor.
Up-to-date with laws
CONTACT THE HR SUITE:
If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.
The most important aspect for the employer is keeping up-to-date with legal requirements about absenteeism and all aspects of employment law. For instance, if the employee is incapable of returning to work under Section 16 (1) of the Employment Equality Act 1998, it states that an employer is not obliged to retain an employee who is not fully capable of doing the job they were employed for. The employer must first look at the factual position concerning the employee’s capacity; this will involve looking at medical evidence. It will also involve a consultation process with the employee to ensure all reasonable accommodations have been explored prior to any decisions being made in respect to their employment. It is vital to record long-term absence accurately and from that, analyse and address the underlying issues. Keeping thorough company records of employee absences and communications allows the employer to identify
ShelfLife April 2021 | www.shelflife.ie
Following an employee’s long-term absence, an appointment with the occupational doctor should be able to determine how long the employee will remain absent and state if a further appointment will be required
and spot issues. It is vitally important that an employer ensures they have a paper trail. Best practice suggests, unless the company policy differs, that if an employee is absent for a prolonged period of four weeks or more, the employer should invite the employee to attend a company meeting regarding their absence. This may be conducted face-to-face, or via Zoom in light of current pandemic circumstances. Minutes should be taken at these meetings. All meetings should be followed up in writing and a record of the notes kept.
phased return to work Providing phased return to work options may be done in conjunction with medical advice which may facilitate an employee in getting back to work. Small changes within the workplace and how an employee delivers their work may also make a big difference. What the employer must note is to ensure that any decisions on the phased return or lighter duties are discussed with the employee before implementation and dependent on the severity of the absence. Attendance at the occupational doctor is necessary in order to establish whether continued medical supervision or treatment will be required. Additionally, the report issued by the medical doctor will notify the employer of any reasonable accommodations which may need to be implemented or explored upon their return. The appointment with the occupational doctor should be able to determine how long the employee will remain absent and state if a further appointment will be required in the future. ■
Next Day Delivery Across Most of Ireland We are a dependable team working passionately with independent retailers to keep their shelves stocked and communities thriving. Our approach to wholesale is simple. As a team, we listen carefully, fulfil orders diligently and deliver goods quickly. We go above and beyond what’s expected, so our retailers can be relied upon in their community.
Save time & order online sandwni.com Call us on 042 600 6100 or email us at info@sandwni.com
Support Success Quality Value Advice Service
22
ADVERTORIAL
Convenience that’s always Nearby In line with its brand promise to offer ‘A Whole Lot More’ for customers, S&W Wholesale is making good on that pledge with the launch of an exciting new symbol brand, Nearby
S
&W Wholesale is proud to be ranked among Northern Ireland’s top 100 businesses, servicing over 2,000 customers across the island of Ireland. According to the business, its continued growth is down to an unique ability to service both independent and symbol retailers, as well as the growth of its symbol brands and employees.
Exciting new symbol brand Last year, after more than a century in the wholesale business, S&W Wholesale rebranded its offering and promised ‘A Whole Lot More’ for customers. Now, the group is making good on that promise as it announces the launch of a new and exciting symbol brand known as Nearby. Completely exclusive to S&W, Nearby will play a vital part in a wider modernisation strategy to help independent retailers forge deeper connections with the people in the local community. “Due to the continued growth, we are delighted to introduce our new look brand known as Nearby,” says Arron Potts, head of retail development Ireland. “After extensive research into the convenience market, we’ve identified the need for a new symbol brand to help retailers connect with their consumers on a more personal level,” he adds. “The Nearby brand will help refresh the look and feel of convenience stores, while keeping the core elements that customers know and love.” S&W is confident that this fresh and relatable symbol offering will appeal greatly to both customers and retailers alike. “We’ve created a symbol with a sense of community,” says Potts. “A reliable space that people can visit after a busy day to help get the dinner on the table with ease. Nearby delivers a sense of togetherness, convenience and great value for money that’s never too far from home.”
S&W Wholesale currently services over 2,000 customers across the island of Ireland, and plans to grow that number through the introduction of the Nearby symbol brand
ShelfLife April 2021 | www.shelflife.ie
Always Nearby and ready to deliver According to S&W, retailers joining the Nearby family can enjoy all the benefits of a symbol brand while keeping total control over their business. From day one, S&W will work with store owners and employees to understand what makes their space unique. All its people have hands-on experience in retail and will use their knowledge to make your business more successful every day. To take away the pressure, S&W says it doesn’t ask for a long-term contract, marketing fees, weekly advertising or control over what happens in the store. What the team does offer is an attractive brand, bespoke signage, consumer promotional activity, central billing and a dedicated business development manager to guide you with your business needs. Above all, S&W will work as partners, always Nearby and ready to deliver! “For us Nearby is much more than a symbol store,” Potts adds. “As part of S&W, we will provide the latest market knowledge and technology that your store needs to thrive in today’s ever-changing landscape. With a retail support system in place, retailers can get on with the things that make their businesses truly special – and we’ll take care of the rest.” Following the launch of Nearby, S&W will be on the lookout for retail partners who are just as passionate about their customers, their products and the future of their stores as they are. To find out more about the benefits of becoming a Nearby retailer, get in touch today at info@always-nearby.com or contact Arron Potts directly on (+353) 83 193 9229. ■
“After extensive research into the convenience market, we’ve identified the need for a new symbol brand to help retailers connect with their consumers on a more personal level. The Nearby brand will help refresh the look and feel of convenience stores, while keeping the core elements that customers know and love.”
Nearby delivers a sense of togetherness, convenience and great value for money that’s never too far from home,” says Arron Potts, head of retail development Ireland
At Nearby, we provide the support and market knowledge that your store needs to thrive in today’s market. We look for retail partners who are passionate about their customers, their products and the future of their store. The best part? With a retail support system in place, you will have more time to get on with things that make your business unique, while we take care of the rest! To find out more about the benefits of becoming a Nearby retailer contact: Arron Potts Head of Retail Development ROI info@always-nearby.com
always-nearby.com
24 FEATURE
Implications of the Deposit Return Scheme for retailers Ireland has new recycling targets for 2025 as part of our Programme for Government and we are hoping to meet these with the introduction of a number of new ambitious environmental initiatives, one to be the Deposit Return Scheme for aluminium cans and bottles, to be facilitated by retailers. We look at the workings of the scheme and the main concerns of the retail industry. Fionnuala Carolan reports
T
he Programme for Government, Our Shared Future and the Waste Action Plan for a Circular Economy set out the government’s commitment to introduce a Deposit Return Scheme (DRS) for plastic bottles (up to three litres in volume) and aluminium cans. Consumers will pay an extra fee (likely to be between 10c and 25c) on top of the price of their beverage which can be redeemed when the empty can or bottle is returned to a retailer who will refund their deposit. Following a consultation last year, the Irish government has committed to introducing a DRS, possibly as early as autumn 2022, but the everyday workings of the scheme still need to be worked through. The consultation process took place at the
ShelfLife April 2021 | www.shelflife.ie
end of last year with the Department for the Environment, Climate and Communications, retail groups, the beverages industry and the waste management sector, to form a ‘working group’ to devise a scheme that was palatable for all. While the scheme is now seen as a fait accompli, a sub-committee of retail groups including Retail Ireland, CSNA and RGDATA are presently attempting to work out the nitty gritty details of such a scheme to ensure that retailers will be fairly compensated for the extra burden of work and administration involved. If consumers are going to hand over their used aluminium cans and bottles to a retailer, there are many considerations. Where are they going to store these used containers?
How much extra work is it going to require to manage the system? How will they be refunded the deposit and how often? What will happen to drinks containers bought north of the border? And the list goes on. Shane Lyster, director of the Irish Beverage Council said they are committed to supporting Ireland’s environmental obligations and working with the retail groups to find the best solution.
Increase recycling rates The primary function of a DRS is to increase recycling rates and reduce demand for new materials and reduce litter. Deposit return schemes have been around for decades and are already working well in other European
Retailer and president of the CSNA Peter Gaughan, says the mechanism behind a Deposit Return Scheme needs to be simple
FEATURE
countries including Germany and Norway. They were originally designed by the beverage industry as a way of ensuring the return of bottles so they could be washed, refilled and resold. Many of us did this in our homes growing up where we left out our empty, washed-out milk bottles to be reused. In a DRS a refundable deposit is applied to drinks to incentivise consumers to return their containers.
How does it work? So in simple terms, how does it work? Beverage producers initiate the deposit by paying it into a deposit account. Consumers pay the deposit to retailers, along with the price of the beverage. Consumers can claim a full refund when they return their used beverage container to a designated return location. This could be leaving them at a designated spot in the store or in the form of reverse vending machines situated inside or outside a retail premises where they can place the materials in the machine and receive the refunded deposit credit back, which comes from the deposit account. The returned used beverage containers are transported to be processed and recycled. The material can be used to manufacture new containers. Educating the public will also be a big consideration and have to be included in the overall cost of the scheme.
What’s wrong with the current system? At present we rely on kerbside collection. Most households (approximately 80%) in Ireland are served with kerbside collections in either a two-bin or three-bin service – one bin for mixed dry recycling (MDR), one for mixed residual waste (MRW) and in many areas also a food/organics bin. Beverage containers are therefore collected in the MDR bin alongside other household packaging, paper and card. Complementing kerbside collection, there is a network of close to 2,000 locations where cans can be brought for recycling. In addition to providing a convenient drop-off location for some households, these are likely to capture just a small proportion of beverage containers consumed and disposed ‘on-the-go’. The issue with the current system is that too few plastic bottles and cans are being captured for recycling and are being discarded as litter. Litter from packaging including bottle caps, plastic bottles and cans, accounts for nearly 20% of litter in Ireland at the moment.
What do the retail bodies think? According to RGDATA, fair and adequate compensation for shop owners is one of the key commitments made in the first outline of what a producer-funded deposit and return scheme would look like. According to Tara Buckley, director general, RGDATA: “The most important concern is that there will be adequate compensation for retailers as this is going to cost them. We want the best, most efficient system and to ensure no burden of cost falls on the retailer. “Every space in a shop has to pay for itself and the beverage industry doesn’t understand that sometimes.” She mentions the Leap card scheme as something that retailers did not have enough engagement on before it was launched and doesn’t want to see this happen again. “We are green grocers! We want a green environment and we have to be realistic as it’s going to happen one way or another as it’s in the Programme for Government and they have high targets to adhere to,” she says. Vincent Jennings, chief executive of the CSNA, mentions the biggest challenge as the shared island where there are substantial challenges. “Bar codes are the same across the island so they could be potentially redeemable south of the border,” he says. “We will need more structures at bottling level to alleviate the challenge.” He also wants to make sure it’s a level playing field. “Reverse vending machines can’t be just at the multiples. You don’t want it to reduce footfall.” He believes the timeline that the Minister has put forward is far too ambitious. “The Minister is looking for a result so wants it done as quickly as possible. There are many aspects of the scheme that will require teasing out, not least of which are the actual objectives, the budget, the timescales, how border control is implemented and how machines are to be paid for. These matters will no doubt be fully teased
25
out in discussions leading, one would hope, to a scheme that makes for a better environment without costing the earth!” The NFRN is looking for a well-designed and robust scheme suitable for independent retailers and points to Scotland’s plans for a DRS as something to aspire to. “The move follows Scotland’s decision to implement a DRS from 1 July 2022. Retailers in Scotland will be required to charge a deposit of 20p for drinks in single-use cans or plastic or glass bottles, and to accept these containers back against the refund of the deposit and return them for recycling.”
Retailers’ concerns Peter Gaughan of Balla, Co. Mayo, president of the CSNA, owns a Spar and has been running the Post Office for the past 27 years. “Anything that will help the environment is a good thing,” he says of the scheme. “Ideally we would prefer people to recycle on their own terms and that the onus would not be on us. We want a simple system, not requiring big space and not dealing with dirty containers. The mechanism needs to be simple.” “If the reverse vending machines are only in Tesco Castlebar then that’s no good to us. You need to have the choice not to opt in. We won’t have the space to take in returns. Is there a way to shred them or compact them? We need to ensure it doesn’t become a job we are not paid for.” Marcella O’Neill of Mace, William Street in Limerick, supports the scheme but also has some reservations. “I feel we should be doing the best we can for the environment but as a retailer there are a lot of unanswered questions but I am happy that the CSNA are involved and I am confident in their ability to fight for what we need to enable us to work with the government on this scheme. I think it will help to recycle and I believe people will embrace it and the incentive of monetary reward even if small will encourage the public which would be a good thing.” ■
Long-term impact The scheme will be funded by producers, as this is a form of extended producer responsibility. In terms of the impact on Ireland’s kerbside collection system, revenues from material sales will be lost. The cost to householders, accounting for the lost revenues and Repak subsidies, is estimated to be around €4.30 per household per year, so would add around 1.5% to annual waste collection bills, under the current EPR funding arrangements. Repak fees for retailers will also likely increase to cover what they make from aluminium recycling. There is also evidence that the awareness generated by a DRS could encourage householders to recycle more of their waste.
www.shelflife.ie | ShelfLife April 2021
26 ADVISOR: Marketing
Linking the ‘Transaction – Consumption Chain’ COLIN GORDON
marketing expert
The customer, the purchaser and the consumer are equally important but marketing seems to have forgotten that, writes Colin Gordon
I
t seems a bit obvious but there are stark differences between who is your customer, who actually buys the product, and who uses (or consumes) it. I say ‘a bit obvious’ because sometimes that which we think we know so well is often overlooked or even forgotten about; ‘customer’ and ‘consumer’ are often used interchangeably. But that is a mistake - one agrees to stock it; the other to use it.
transaction – Consumption Chain The customer is an essential part of the organisation’s supply chain and the consumer is at the furthermost part of the demand end of the spectrum, with the purchaser often ‘caught’ in the middle. The actual purchaser is rarely referred to directly. It’s sometimes easier to illustrate the profound differences but equal importance of these three distinct pillars of, what I call, the ‘Transaction – Consumption Chain’ by using FMCG as a model, but the same principles apply to service industries and business-to-business (B2B) sectors. Selling something into a buyer is not the same as having it consumed; the purchaser may not even like the product and often will not be the (ultimate) consumer.
Who is your customer? A considerable amount of attention is spent on the consumer, with a lesser but not inconsiderable time focused on the purchaser, but little is being spent on the customer. Consumer research, any amount of KPIs for communications spend and keen observation of all the “social” media sites and platforms, keeps the marketer busy (even if not very properly productive!). And the various market share data reads and
ShelfLife April 2021 | www.shelflife.ie
The consumer and the purchaser are not the same person,” writes Colin Gordon. “Market research often ignores this point and regularly is only asked by marketers to research the consumer”
some purchaser research studies do help focus a light on the purchaser and their actions and behaviours. But what about the customer? Who even is your customer? If you are reliant on wholesalers or distributors to sell on for you, do you fully understand their motivations and challenges? How are their selling staff paid or rewarded? What ‘bandwidth’ do they have to properly represent your product? If you are going direct to store, what is that store’s operational and commercial strategy and does your product align with them? The relatively recent introduction of category management and category captaincy was an attempt
to work with customers (especially direct retailer customers) on a collaborative approach to maximising sales. But this soon enough descended into a method for the leading players being favoured, or paradoxically, discriminated against, as retailers used it to maximise shortterm payments and wins rather than longer-term sales.
Busyness of business How much time do marketers (and companies overall) spend getting and keeping a full understanding of the total chain and its three pillars and how co-dependent, albeit fundamentally distinct, they
“Selling something into a buyer is not the same as having it consumed; the purchaser may not even like the product and often will not be the (ultimate) consumer.”
ADVISOR: Marketing
are? Maybe it’s all to do with the busyness of business, or more likely that marketers are more and more preoccupied by a particular and exclusionary focus on communications, but how much real time do marketers spend on understanding (a) how the three interrelate, (b) how co-dependent they are, and (c) how different each can be and often contradictory their actions may be?
avoid too many cooks! If you are the brand manager, it’s your responsibility, so it’s up to you to arrange to understand and build in all the issues surrounding the Transaction – Consumption Chain, from getting your product listed, to ensuring it will be in the ‘right’ place in terms of visibility and prominence, and that there is a proper reflection of all the purchaser’s travails and challenges. If not you, then who will do it? The more people who divide up the overall responsibility, the more chance there is of a suboptimal outcome. Too many cooks in the kitchen! All of this is not the responsibility of the key account
team. Rather, it’s up to marketing to have fully engaged with key accounts to ensure their timing, their product design, and their overall offering has taken account of all the issues that the customer is likely to have on their plate. The consumer and the purchaser are not the same person. And everyone in marketing seems to overlook the customer! Market research often ignores this point and regularly is only asked by marketers to research the consumer; research is rarely asked by marketers to ‘talk’ directly to the buyer (customer) about what they want, need or think about the sector or the particular offering. Maybe it is a ‘bit obvious’ but maybe we also need to be reminded that marketing’s role in the organisation is fundamentally about finding and retaining sales. It won’t find them by ignoring or forgetting about how the total (external in this case) supply chain works if we use the Transaction – Consumption Chain. All three pillars of this chain need to be given proper respect and consideration by today’s marketers. ■
27
‘Marketing is in trouble: How we got here and 10 steps to get us out’ by Colin Gordon is now available to purchase, published by Orpen Press. To get your hands on a copy, visit the following: www.orpenpress.com UK: www.amazon.co.uk/dp/B08M9XY6HF US: www.amazon.com/dp/B08M9XY6HF Ireland: Marketing is in trouble eBook by Colin Gordon - 9781786051127. Rakuten Kobo Ireland - www.kobo.com/ie/en/ ebook/marketing-is-in-trouble.
INTERVIEW
20
QUICK QUESTIONS WITH
HEATHER CLANCY
brand manager, Inis Tine Uisce Teoranta 3. Top book recommendation? The Bull by John Hayes is the most genuine autobiography that I’ve ever read and I recommend it over and over again. 4. Which social media platform do you use most? I usually land on Instagram.
Heather Clancy
Inis Tine Uisce Teoranta is a premium Irish whiskey and spirits company with two core brands, Grace O’Malley Spirits and Proclamation. 1. Best place for coffee? I’m not a coffee drinker but will often munch the delicious pastries at ALMA in Portobello while friends sip away. 2. Favourite movie? I don’t know if you can beat The Shawshank Redemption.
5. Best ad on telly? I’m a big fan of the emotional Kerrygold ad - “He’ll be born in Germany but his feet will touch Irish soil first” - gets me every time. 6. Worst ad on telly? Any of the pizza ads, I all of a sudden find myself googling the number for Domino’s whenever they come on. 7. Favourite grocery shop? SuperValu has a fantastic selection of new and innovative Irish products including our own Grace O’Malley Blended Irish Whiskey, Heather Infused Irish Gin and Proclamation Whiskey.
8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? Winner winner chicken dinner, need I say more?
14. Best piece of advice you ever received? Nothing will work unless you do.
9. First thing you would do if you were Taoiseach? Covid vaccines for everyone!
16. City or beach break? I think everyone is dreaming of a warm beach break at the moment.
10. If you had to live in another country, where would you choose? I think being stuck in New Zealand wouldn’t be the worst right about now.
17. Top restaurant recommendation? Too many excellent Irish restaurant to choose from but I think the Back Bar at the Ballymore Inn wins out because of the great atmosphere, fantastic staff and gorgeous food.
11. Greatest achievement to date? Representing Ireland as part of the Irish women’s volleyball team is definitely up there. 12. Best website? A shameless plug but... www.graceomalleywhiskey.com. 13. Most annoying public figure? I wouldn’t be the biggest Nigel Farage fan!
15. Biggest fear? Not being able to.
18. Pop or rock? Pop. 19. Favourite time of the day? 8am, just before the day really kicks into gear. 20. What’s the last compliment you received? That’s a lovely mask you’ve got there. ■
28 FEATURE
Committed to a greener future
Joanne Mellon, logistics director, BWG Foods
Ricky O’Brien, foodservice director, BWG Foods
A pioneer within the sustainability sector, BWG Foods’ foodservice director Ricky O’Brien and logistics director Joanne Mellon outline the group’s commitment to the environment and sustainable business practices
B
WG Foods is committed to creating a greener future and are making progress by reducing food waste, reducing plastic packaging, engaging in sustainable and ethical sourcing of foods and improving energy efficiency, which are all measures that are part of the group’s sustainability strategy. The leading Irish retail and wholesale company has a proud record of championing environmental and social issues and causes, and bears the responsibility associated with its ambitious plans, with a passion that permeates the whole group. What drives BWG’s sustainability commitments is a core belief that employers, large and small, have a collective responsibility to ensure the behaviours, actions and processes through which they do business are responsible, ethical and make a positive contribution to the environment, society and the economy.
The first two of BWG Foods’ biogas fuelled trucks will lead to a reduction of 200 tonnes of carbon emissions annually by the business
Increasingly, consumers and employees expect to see sustainability in action and can better connect with purpose-driven organisations that put sustainable business practices at their core. At BWG, the group states its increasing commitment to sustainability is borne out of a desire to make positive change across the entire operation. The team regularly review and consider the myriad of ways in which their business effects the environment, the communities they serve and, of course, their people.
been awarded. BWG Foods worked very closely with Origin Green, the world’s first national sustainability programme to develop a sophisticated and comprehensive strategy that includes measurable targets around initiatives that will contribute positively to the environment, and also to local communities in which BWG operates, as foodservice director, Ricky O’Brien explains. “Becoming a member of the Origin Green community signifies our achievements to date and our strong focus on sustainability into the future,” says O’Brien. “Our commitment to sustainability is predicated upon the desire to do the right thing by our customers and our communities, by reducing our environmental footprint, contributing to healthier diets, and supporting local communities. “We have developed a sophisticated and comprehensive sustainability strategy that includes measurable targets around initiatives that will contribute positively to the environment and also to the local communities in which BWG, our retailers and our customers in the foodservice industry operate,” he continues. “We have focused our efforts on a range of initiatives designed to reduce our environmental impact including transitioning to renewable energy sources, lowering carbon emissions, reducing waste output and adopting more sustainable sourcing methods within our supply chain.”
Origin Green status
Green awards
The sustainability strategy was developed as part of BWG Foods’ bid to secure Bord Bia’s Origin Green status, which it has now
BWG has a strong tradition of pursuing a “greener agenda” within its business. In 2020, for example, the company was honoured with
Expectations around sustainability
ShelfLife April 2021 | www.shelflife.ie
the prestigious Environment Award at the 2020 Fleet Transport Awards in recognition of their becoming the first FMCG group in the country to launch a fleet of CNG (compressed natural gas) vehicles. These vehicles significantly reduce the carbon intensity of BWG’s expansive distribution operation, generating CO2 savings of up to 22% per CNG truck. BWG also recently became the first FMCG group in Ireland to launch an initial fleet of two heavy goods delivery vehicles (HGVs) fuelled with biogas in place of traditional diesel fuel. The vehicles will deliver a 90% reduction in transport related carbon emissions. The launch of the 26 tonne biogas fuelled trucks with electric fridge units, which each cost in the region of €180,000, follows a partnership between BWG and two Irish startups – VisionGreen and Generation Green – and represents the most significant development in terms of green transport in Ireland. The trucks
The group recently invested in LED lighting across its retail network, Head Office and National Distribution Centre
FEATURE 29
are the most efficient transport vehicles across the sector and are the quietest, meaning less noise pollution across towns and city centres. The first two of BWG Foods’ biogas fuelled trucks will lead to a reduction of 200 tonnes of carbon emissions annually by the business. BWG also contributes food waste from its 240,000sq ft National Distribution Centre at Kilcarbery to the biogas production site at Nurney, County Kildare, making this a truly circular solution.
Logistical and operational efficiencies Furthermore, in 2016, as part of its wider supply chain sustainability programme, BWG Foods also implemented a number of operational efficiency projects that have already led to collective CO2 emission savings across the business. This included a re-routing programme, which led to the reduction of more than 2.3 million kilometres travelled annually and an increase of individual delivery vehicle capacity by 15%. Since then, BWG has also introduced two new double deck fridge trailers to its fleet, reducing their on road footprint by a further 260K klms and 170 tonnes of C02 per annum. Joanne Mellon is the logistics director with BWG Foods and has been championing the company’s ‘Green Drive’ for some time. “We, at BWG, are very passionate about finding new solutions that can reduce our environmental impact, particularly given the significant scale of our business, and the expansive supply chain operation that supports it,” she says. “This ambition crosses the business and we are committed to continuing to invest in new technologies and initiatives that will facilitate our continuing to pioneer less carbon intensive methods of delivery and operations. “For example, we recently completed the installation of almost 800 solar panels at our National Distribution Centre in Dublin,” Mellon adds. “The installation, which takes up approximately 1,350m2 of roof space, will have a generation capacity of 250KW, representing enough energy to power the equivalent of approximately 50 homes for a year. “Our commitment to sustainability is borne out of the desire to always do the right thing by our customers and our communities. We value the importance of reducing our environmental footprint, contributing to healthier diets, and supporting local communities and this sustainability strategy will enable us to make a significant and tangible positive impact.”
Further investments BWG Foods has also invested in a new Fronius battery charging system for its extensive mechanical handling equipment (forklifts, pallet trucks, etc.) fleet that reduces electrical output, thus reducing carbon emissions by 170 tonnes per annum. It has also invested €500,000 in a new fleet of mechanical handling equipment that boasts market leading energy efficiency technology. Over €2 million is also to be invested in the continued rollout of LED lighting across the group’s retail estate, having already invested €2.5 million in energy efficient lighting. Another core component of BWG’s strategy is to reduce its energy output and to increase energy efficiency across its entire distribution
Compressed natural gas (CNG) vehicles significantly reduce the carbon intensity of BWG’s expansive distribution operation, generating CO2 savings of up to 22% per CNG truck
operation. Overall, it is planned to reduce energy usage by over 10% across their entire operations by 2024. Additionally, BWG has recently adopted Formula One-derived aerodynamic technology across its nationwide network of stores to boost the efficiency of refrigeration units. The technology guides cold air down fridges to avoid cold air being lost from units, delivering energy savings of approximately 20% without the need for glass doors. To date, 1,600 eco blades have been installed across the network, equivalent to 500m of refrigeration space. The Group also recently invested in LED lighting across its retail network, Head Office and National Distribution Centre. 4,500 recycled light fittings using fully recycled materials were deployed across the retail network.
In this together When it comes to sustainability, the whole is most certainly greater than the sum of the parts and there is a need to ensure that everyone is collectively contributing all the time. Creating a behaviour change across the organisation has been very important on BWG’s journey, as Joanne Mellon explains. “To instil a ‘sustainable’ mindset within an organisation, leadership is key,” she says. “Firstly, demonstrating commitment through the adoption of new solutions sends a signal throughout the organisation that the business is willing to invest in the change. Secondly, communication and engagement are equally important to ensuring there isn’t a siloed approach to sustainability. “Each member of our leadership team is committed to exploring new ideas and encourages our people to come forward with alternative options,” Mellon adds. “This echoes throughout the business from the bottom up and the ingenuity of people within BWG to find new solutions has been fantastic to witness.”
in the Spar, Eurospar, Mace, Londis and XL more cost effective, less resource intensive and easier to understand and adopt.
Working with the foodservice sector The pursuit of a green agenda is also, O’Brien is quick to highlight, one that is increasingly topical within the foodservice sector. BWG counts a number of state and semi-state bodies such as the HSE, the Irish Prison Service, the Defence Forces, nursing and care homes, as well as countless other hospitality and licenced businesses among clients and people are becoming ever more discerning about whom they do business with and what their fundamental beliefs and practices might be. These practices also go to the essence of BWG’s philosophy and the combined ambitions of the organisation and, crucially, its people. “Transitioning to become a more sustainable business supports our overall operations with benefits that go beyond the financial incentives such as improved reputation among customers and key stakeholders, among our employees and within the wider business environment,” O’Brien says. “This brings valuable returns that support us with recruitment and retention, the development of positive relationships with our customers, our retailers and their consumers that ultimately all contribute to our bottom line. We also have buy-in across the whole company with everyone embracing the short-term goals and measurable targets we have introduced that all employees can work towards, which helps us to track our ongoing performance. Positively, it is clear the broader industry from representative bodies to suppliers and employees also understand and welcome the efforts that we have made at BWG, many of which have been a first for our sectors in Ireland.” ■
Working with retailers Without a doubt, it is a challenge for businesses to change their operations and technical equipment retrospectively – this is true for all companies across the globe, large and small. BWG provides real value to their retail network through their expertise in the area, staying abreast of latest developments and identifying new solutions that will create benefits in kind for them and their business. By sourcing new equipment and creating initiatives at a group level such as the solar panel installation scheme, the new refrigeration systems, and the LED lighting installation scheme – BWG will make the transition for over 1,000 independent retailers they partner
BWG Foods recently completed the installation of almost 800 solar panels at its National Distribution Centre in Dublin
www.shelflife.ie | ShelfLife April 2021
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
30 CATEGORY FOCUS Sustainability
Striving for sustainability With nearly eight in 10 people indicating sustainability is important for them, according to a recent IBM report, far-reaching sustainability initiatives and plans have become increasingly central for FMCG companies, many of which are doing their utmost to improve their green credentials
A
s consumers increasingly embrace social causes, they seek products and brands that align with their values. According to a 2020 IBM report by Karl Haller, Jim Lee, and Jane Cheung, nearly six in 10 consumers surveyed are willing to change their shopping habits to reduce environmental impact. Nearly eight in 10 respondents indicate sustainability is important
for them. And for those who say it is very/extremely important, over 70% would pay a premium of 35%, on average, for brands that are sustainable and environmentally responsible. With push-back against singleuse plastic and plastic-dense packaging mounting, brands have had to make savvy moves to adapt. In recent years, several brands have stepped up to the
Sustainable cardboard packaging Together with Coca-Cola Ireland, Coca-Cola HBC Ireland and Northern Ireland has announced a further milestone in its ambition to achieve a ‘World Without Waste’ by 2030, moving all multi-pack cans within its range to more sustainable cardboard packaging. The move will apply to all products within the multi-pack can range, including Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Fanta and Sprite. Larger multi-packs (10, 12, 20 and 24 cans) will be available in cardboard packaging from April 2021. This follows the introduction of new ‘KeelClip’ late last year, which saw smaller multi-packs (4, 6 and 8 cans) transition to an innovative cardboard solution. In total, the move to more sustainable cardboard packaging will eliminate more than 500 tonnes of hard-to-recycle shrink wrap plastic each year. The Coca-Cola HBC Group
ShelfLife April 2021 | www.shelflife.ie
Coca-Cola’s move to more sustainable secondary packaging will save 500 tonnes of plastic each year
was recently recognised as the world’s most sustainable beverage company by the Dow Jones Sustainability Index, acknowledging the company’s commitment to creating and sharing value for all stakeholders. Key to this commitment is a focus on designing more sustainable packaging to create a true circular economy for packaging materials. In Ireland and Northern Ireland, all of the bottles and cans sold by CocaCola HBC are 100% recyclable and the company has invested extensively in recycled plastic. Today, 45% of its total plastic
mark and removed single-use plastic from their ranges. And for good reason - research from Kantar found that when asked about the most acceptable and effective solutions to reducing plastic waste, 72% of Irish consumers endorsed packaging that can be 100% recycled. While it said consumers accept that plastic packaging has an important role to play, they are
concerned that it should not go to landfill or find its way into the ocean. Of course, while packaging is a natural focus for sustainability within the FMCG sector, the leading companies within this sphere are adopting an allencompassing sustainabilityfocused ethos right across their businesses, as outlined across these pages.
portfolio is made from recycled materials, an innovation which has removed 3,450 tonnes of new plastic each year. The amount of plastic used in its bottles has also been reduced by 10% since 2018, through various redesign initiatives. As a result of these investments, the company has eliminated the need for almost 5,000 tonnes of new or unnecessary plastic on an annual basis. “We are immensely proud to be the first soft drink producer in Ireland to move all our multipack cans to more sustainable cardboard packaging solutions,” said Tom Burke, public affairs and communications director, CocaCola HBC Ireland and Northern Ireland. “This achievement is a further milestone in our journey towards our vision of a World Without Waste, and eliminates the need for more than 500 tonnes of shrink wrap plastic annually.” “Combined with our investment in more recycled plastic and our
reduction in overall plastic use, in total we have now eliminated the need for almost 5000 tonnes of plastic annually, since 2019,” Burke added. The Coca-Cola system is also committed to collecting back 100% of the bottles and cans it sells by 2030 and is actively investing in partnerships and infrastructure that will increase recycling rates. To read more about CocaCola HBC’s sustainability vision and commitments in Ireland and Northern Ireland, visit ie.coca-colahellenic.com.
In total, Coca-Cola HBC has reduced plastic use by almost 5,000 tonnes a year since 2019
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
32
CATEGORY FOCUS Sustainability
A
&
with Tom Burke,
Tom Burke
public affairs and communications director, Coca-Cola HBC Ireland and Northern Ireland Q: What did 2020 hold for you in terms of your strategy to achieve a ‘World Without Waste’? A: Like all businesses, Covid-19 created many unforeseen challenges and disrupted our ways of working more than we could have ever envisaged. However, one of the greatest sources of pride for me is that we navigated the pandemic, protecting our people and maintaining business continuity, and with a steadfast commitment to our ambitious sustainability agenda. Our strategy to create a ‘World Without Waste’ remained a key priority for Coca-Cola HBC throughout 2020. A key focus area is to design more sustainable packaging - we are committed to ensuring 100% recyclability for our bottles and cans, integrating more recycled content into our packs, and reducing unnecessary packaging. We are also working to improve collection and recycling rates for packaging across the island. Our commitment is that by 2030, 100% of our bottles and cans will be collected for recycling. With the right infrastructure, and partnerships with industry and government, we’re confident that we can achieve this ambitious target. Q: Why is sustainability such an important part of your company focus? A: For Coca-Cola HBC, sustainability is not a ‘nice to have’ but rather a key enabler of our journey to become a leading 24/7 beverage partner to our customers. It is also more than environment stewardship – it is a commitment to create and share value for all our stakeholders. This is a principle that has guided our strategy for our more than 80 years of operations on the island. Our group has also set an ambitious sustainability target called Mission 2025 and this progress focuses on six areas: emissions reduction; water reduction and stewardship; World Without Waste; sustainable sourcing; nutrition; and our people and communities.
Sustainably sourced Despite the impact of Covid19, Ritter Sport UK & Ireland posted another record year, outperforming the block chocolate market with growth of +37%* YOY. “Quality and sustainability are absolutely core to Ritter Sport,” says Katy Clark, head of marketing, Ritter Sport UK &
ShelfLife April 2021 | www.shelflife.ie
I’m proud to say that our holistic commitment to sustainability came to the fore throughout the pandemic as we worked to support our communities, however and wherever we could. As part of the relief effort, we donated 1 million of our drinks to frontline healthcare staff and funded over 100,000 meals to foodbanks and charities via FoodCloud. We also leveraged our supply chain where we could, providing 10,000 bottles for use as hand sanitiser dispensers for care homes across the island. We now have plans to reshape our community support programmes to support those most in need. We are reworking the youth development programmes that we operate, #YouthEmpowered and the Thank You Fund, to provide meaningful support to young people who need support to restart their career and play a proactive role in building a better future for their communities. Q: How do you ensure buy-in for your sustainability agenda across your organisation? A: Ensuring we have the right people in the right positions is key to delivering on our sustainability commitments. We also deploy several initiatives to heighten employee awareness and engagement, encouraging environmental stewardship right across our organisation. These include our ‘Ambassador’ programme which supports employees to understand the actions we are taking to minimise our impact on the environment and wide-ranging internal communication strategies, including a dedicated campaign for ‘Sustainability Month’. Q: How do you measure success in sustainability? A: For me, success is sustainable business growth that creates value for all, with respect for the environment and the communities in which
Ireland. “Frankly we are obsessed with both, we have been the leading example of sustainability within the chocolate industry for over 30 years! We were the first and we believe still the only major manufacturer to exclusively use 100% certified, sustainably sourced cocoa, having done so since 1 January 2018, this is a fact we are incredibly proud of. But perhaps the most effective
we operate. We are proud to have been recognised externally for our commitment to sustainability. Just recently, the Coca-Cola HBC Group ranked as the world’s most sustainable beverage company in the Dow Jones Sustainability Index. This is the fifth time in the last seven years that Coca-Cola HBC has been recognised as the global beverage industry leader. Locally, we were also awarded ‘Green Manufacturer of the Year’ in 2020 and have achieved ‘platinum status’ by Business in the Community Northern Ireland Environmental Benchmarking Awards. Q: How has Coca-Cola worked to encourage more consumers to recycle bottles and cans? A: In Ireland, seven out of 10 bottles are collected for recycling, but we recognise that there is more work to do. As mentioned, our World Without Waste strategy aims to achieve 100% collection of bottles and cans by 2030. We are active members of Repak and have also been working closely with the wider industry, NGO and government bodies over the last year to assess how we can play a proactive role in developing the right recycling infrastructure in Ireland. For Coca-Cola, this work has already started. Last year, thanks to investment from The Coca-Cola Foundation, we launched Dublin #CircleCity – a partnership with environmental charity Hubbub that funds recycling stations across the city. Recycling messages are now included on our all our packs and our TV ads. Deep RiverRock, our water brand, also launched a sustainability campaign to celebrate its 100% recycled bottle. ‘Made to make a difference’ was a full 360° campaign launched last year, to highlight the importance of creating a closed loop for packaging and encourage everyone to play their part by making small changes.
example of this industry leading behaviour is our own highly sustainable 2,500 hectare cocoa plantation in Nicaragua El Cacao. To date we have grown and planted one million+ cocoa trees utilising the sustainable agroforestry methodology, built around 100km of roads, and employed around 500 colleagues all paid well above average pay levels.
“We can and must do more, such as our commitment to transition to paper packaging by 2025,” she adds, “but our continued growth is testament that more people than ever are choosing to do good when they eat chocolate and they do that by choosing Ritter Sport.” *(Source: Nielsen Homescan total coverage, block chocolate market 80g+ 52 WE 26.12.20)
© 2021 The Coca-Cola Company. All rights reserved. COCA-COLA ORIGINAL TASTE, COCA-COLA ZERO SUGAR, DIET COKE, FANTA and SPRITE are registered trade marks of The Coca-Cola Company.
34 CATEGORY FOCUS Sustainability
Sugar Confectionery
premiums paid to coffee farmers globally. It’s incredible when you think about the scale of some of the operators in the market.”
First carbon neutral coffee brand
Sustainability
Gin
Ice Cream
Soft Drinks
Along with its work in Fairtrade, Bewley’s has made significant steps towards becoming more sustainable within its operations in Ireland. The Bewley’s headquarters has been carbon neutral since 2008 which led to the brand offsetting all its Scope 1 and Scope 2 emissions in Ireland and the UK in 2009, becoming Ireland’s first fully carbon neutral coffee brand. Conscious of the importance of stabilising waste and reducing carbon emissions, Bewley’s has also dropped the waste it sends to landfill by 84% since 2010 as well as reduced its CO2 emissions per tonne of manufactured coffee by 62%. “Sustainability is not something where you reach a finish line,” Doyle adds. “It’s continually evolving and there’s always something you need to do next.”
Plant-based alternatives
Leading by example Bewley’s, Ireland’s leading coffee and tea company has been at the forefront of Irish coffee and tea culture since its humble origins as a tea importer in the 1800s. Over 180 years later, Bewley’s has evolved and thrived, becoming a household name in not only the food and beverage market but also the wider hospitality industry. Having crafted tea and coffee for generations, Bewley’s continues to lead by example by shaping the Irish coffee market with a particular focus on sustainability. Bewley’s’ work to date highlights the brand’s continuous effort to bring sustainability to the forefront of its operations which in turn has positioned the company as a leading voice when it comes to running a business in an environmentally conscious way.
First in Fairtrade 2021 marks 25 years of Fairtrade with Bewley’s, the first brand in Ireland to import Fairtrade certified coffee in 1996. Twenty years later in 2017, Bewley’s celebrated yet another milestone achievement, announcing that all branded coffee going forward would be 100% Fairtrade certi-fied.
ShelfLife April 2021 | www.shelflife.ie
A company that understands the importance of being ethical and responsible, Bewley’s’ commitment to Fairtrade is supported by its deep values in sustainability, conducting business in a way that improves the health of the planet and the lives of all those involved in the bean-to-cup process. Bewley’s has made a global impact on Fairtrade coffee, contributing to 1.5% of global Fairtrade coffee premiums and approximately half of Fairtrade premiums in Ireland. Fairtrade premiums provide workers and farmers with revenue that accumulates in a communal fund. This fund can be used to improve social, economic, and environmental conditions for all Fairtrade workers. Jason Doyle, managing director of Bewley’s Ireland & UK, says there is a strong sustainability ethos and structure in Bewley’s that comes from the top down. “Bewley’s is such a significant contributor to Fairtrade in Ireland that one out of every two Fairtrade coffees sold in Ireland is a Bewley’s coffee,” he says. “When you boil it down and look into the details, Bewley’s contributes 1.5% of all Fairtrade
At present, Bewley’s continues to be at the forefront of the latest trends and changes that will help shape the Irish hospitality industry into a more sustainable and eco-conscious environment. One such change is the launch of a new plant-based menu solution for Bewley’s operators nationwide, a concept conceived as part of a partnership with alternative milk experts Alpro to introduce an innovation to the Irish coffee market. Bewley’s Plant-Based Coffee
provides an alternative for coffee drinkers, with all traditional milkbased coffees prepared using the Alpro Barista For Professionals range including, Oat Gluten Free, Coconut, Soya and Almond options. The Bewley’s Plant-Based Coffee offering was announced following the results of Bewley’s annual coffee report which revealed a significant increase in plant-based coffee consumption amongst consumers in Ireland. The report showed a substantial rise in consumers opting for plant-based drinks, with nearly a third confirming they have tried plant-based alternatives. Nearly two thirds (62%) of coffee drinkers believe it’s important for their local coffee provider to offer more than one choice of plant-based drink. Bewley’s has a proud reputation of being the first to adapt to many milestone moments in the Irish coffee industry. A company that understands the importance of being ethical and responsible, Bewley’s deep values in sustainability ensure that the brand will continue to conduct business in a way that improves the health of the planet and the lives of all those involved in the coffee production process.
“Bewley’s is such a significant contributor to Fairtrade in Ireland that one out of every two Fairtrade coffees sold in Ireland is a Bewley’s coffee,”
Bewley’s Plant-Based Coffee brings alternative milk options to Bewley’s operators nationwide
ETHICAL IRISH ROASTERS In 2009 Bewley’s became the first certified Carbon Neutral coffee company in Ireland, and we’ve been dedicated to new sustainability goals ever since. From adapting our operations to reduce the volume of waste being sent to the landfill by 84% since 2010 and reducing CO2 emissions per tonne of manufactured coffee by 62%, we are actively committed to new solutions. This sustainability journey will never be complete, however we are committed to making a difference so you can supply, serve and savour Bewley’s coffee knowing our collective efforts will have a positive impact on our shared future.
We love talk ing about coffee - get in touch with us today to talk about improving your coffee offering
+353 1 816 0600
sales@ bewleys.com
bewleys.com/ie
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
36 CATEGORY FOCUS Sustainability
A
&
with Simon Pickering,
Simon Pickering
country manager, Essity Ireland
Q: What are the main measures have you implemented recently to improve your sustainability credentials? A: Fibre sourcing: In 2019, Essity introduced a new target that all raw materials derived from wood-based fresh fibre in the company’s products and packaging are to be certified in accordance with the Forest Stewardship Council (FSC) or the Programme for the Endorsement of Forest Certification (PEFC). Target fulfilment in 2020 was 95% (79 in 2019; 76 in 2018). All wood-based fresh fibre must fulfil the FSC’s Controlled Wood standard, as a minimum, to be eligible for purchasing. Essity’s targets to reduce absolute greenhouse gas emissions were approved by the Science Based Targets initiative in 2018. In terms of energy consumption within the company and purchased electricity (Scope 1 and 2), Essity has undertaken to reduce greenhouse gas emissions by 25% by 2030 compared with 2016. The target applies to wholly owned companies. The outcome for 2020 was –11% (–5, –5) for Scope 1 and 2. Q: How do you intend to improve further in the future and do you have timelines in place for these goals? A: Essity has a series of long-term sustainability commitments related to many areas of our business including fibre sourcing, packaging, waste reduction, employee safety, social wellbeing and more. For example, we have committed to achieving 100% recyclable packaging by 2025 with 85% of our packaging made with renewable or recycled materials. Our innovation pipeline is also key to improving our sustainability credentials. In 2020, we launched Cushelle Double Roll in sustainable packaging, and in 2021 we have brought our first ever reusable menstruation and incontinence underwear products to the market under the Bodyform and Tena brands.
Every Can Counts Every Can Counts has announced its first ever drinks brand partnership in Ireland with carbon neutral, Irish start-up, The Naked Collective, to help inspire and encourage more people to recycle their empty drink cans. The partnership will see The Naked Collective join forces with Every Can Counts, drink can manufacturers and the recycling industry to raise awareness of
ShelfLife April 2021 | www.shelflife.ie
In 2020, Essity launched the Cushelle Double Roll in sustainable packaging
We are also looking to add sustainability values through partnerships with organisations such as WWF. In 2021, we unveiled our first ever brand partnership between Cushelle and WWF which aims to provide much needed funding and awareness of the ongoing wildlife conservation efforts in Australia following the devastating bushfires in 2020. Q: Why is sustainability such an important focus for your business? A: Contributing to a sustainable and circular society is central to our global mission and vison and as such, it is a priority for Essity as a business. In 2020, we conducted a large piece of consumer research in the UK and ROI with the objective of understanding if and how the Covid-19 pandemic has influenced consumer perception and behaviour towards sustainability. The results were intriguing with 50% of consumers stating they had become more sustainable since the first lockdown, and 80% of
the importance of recycling and increase recycling rates in Ireland. As part of the partnership, The Naked Collective will provide funding to the Every Can Counts programme, with both brands working together to spread the message that drink cans are endlessly recyclable. Founded in 2019 and based in County Kildare, The Naked Collective specialises in vegan, low-sugar vitamin drinks designed to meet the needs of both health
those stating that they intended to stick to their new more sustainable behaviour afterwards. We published all of the findings in The Green Recovery report which was published in June 2020 and featured commentary for leading sustainability experts including environmental activist Ella Daish, and the Women’s Environmental Network. The launch of the report coincided with the launch of our new approach to sustainability in the UK and ROI – The 4 Rs. The 4 Rs which are Recycle, Reuse, Reduce, and Responsible are the four pillars through which all of our sustainability work is channelled. In short, our ambition is that everything we do drives a positive change in at least one of these areas. Q: What are the biggest challenges to overcome for your business and industry to improve sustainability further? A: One of the key findings from our Green Recovery report was that consumers are feeling confused about all of the different terms, phrases, and buzzwords that exist when it comes to sustainability. We believe that our industry and the different categories that our products sit under need to come together and strive for consistency in the way that we talk about sustainability. We can’t expect to bring about positive long-term change if consumers can’t differentiate between the products that are genuinely more beneficial to the environment and the products that are using misleading terminology and claims to create a perception of sustainability.
and eco-conscious shoppers. Its first two product ranges, which recently launched in Ireland and the UK, include Mude and So.Beer – a range of vegan, natural sparkling beverages and non-alcoholic lagers. The Naked Collective is a carbon-neutral company. From sourcing its plant-friendly ingredients to recyclable and compostable packaging for its cans and boxes, sustainability is at the forefront of the brand. Its
partnership with Every Can Counts Ireland builds on its sustainability commitments and will help it achieve its goal of ensuring that 100% of its cans are recycled. Every Can Counts is a unique partnership formed between drink can manufacturers and the wider recycling industry, all with the goal of reaching a 100% recycling rate for drinks cans. To find out more about Every Can Counts Ireland, visit www.everycancounts.ie.
38 CATEGORY FOCUS Sustainability
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
consumers feel that meat should be sourced from animals that are cared for. Sicín Sásta chickens can roam their home where they have been hatched and play on their swings and seesaws all day long! Sicín Sásta free-range chicken is available in a 1500g whole chicken and 500g chicken breast fillets. For more information, visit: www.sicinsasta.ie.
Chicken champions Sicín Sásta, a 100% Irish chicken brand has sustainability at the heart of its ethos; a great tasting chicken doesn’t happen by accident! Sicín Sásta is all about embodying Irishness; through its great quality produce, cheeky nature, and care for the environment. The Sicín Sásta diced chicken fillet packs have 15% less packaging and the whole fillets are in a tray that uses 60% less packaging and includes a lining to keep it clean and ready to recycle once removed. The whole chicken does not come with a leg-tie or in a tray and the separate elements have been removed to create just one useful bag that functions as effectively. Tackling sustainability, however; not only means reducing packaging but going right back to the beginning of the chicken-rearing process. Sicín Sásta is proud of its modern, environmentally friendly agricultural practices. Many Sicín Sásta farms have their own wells and any farms that don’t will filter, purify and clean any water that does come in for the best drinking water for the chickens. Sicín Sásta has also planted 42,000 Sitka Spruce trees and 3,000 hardwoods. Even the chopped straw to pad the floor of the chicken houses is sourced from local cereal farms of which it is a by-product. According to a study conducted by Sicín Sásta, 74% of
Ambitious new targets Sustainability has always been an important part of Britvic Ireland’s strategy and over the last eight years the business has made major progress across all areas of sustainabililty. This includes achieving zero waste to landfill, switching to 100% renewable electricity for all its Irish manufacturing sites and ensuring that all bottles are 100% recyclable. The company has now refreshed its sustainability strategy with ambitious new targets for 2025 under the ‘Healthy People, Healthy Planet’ programme. This strategy runs throughout the business, ensuring every initiative – from manufacturing to marketing – is built on a sustainable foundation. Transparency and reporting are key and Britvic has signed up to the Science Based Targets Initiative with a commitment to a 50% reduction in manufacturing carbon emissions by 2025. In fact, the Ballygowan bottling plant has already reducing manufacturing emissions by over 90%. There are equally ambitious commitments around packaging circularity – by 2025, all of the packaging will be fully recyclable and contain a minimum of 50% recycled content. The new Ballygowan relaunch hitting shelves now is a real statement of intent – 100% recycled and 100% recyclable bottles of locally sourced natural mineral water.
Sicín Sásta chickens can roam their home and play on swings and seesaws all day long
ShelfLife April 2021 | www.shelflife.ie
Over 60 companies have signed up to Business in the Community Ireland’s new Low Carbon Pledge
Low Carbon Pledge Over 60 of the largest companies in Ireland have publicly committed to set targets based on science by 2024. They are the first signatories of Business in the Community Ireland’s new Low Carbon Pledge. Business in the Community Ireland, the national network for sustainability, created the initial Low Carbon Pledge in 2018 with the aim of being a starting point for member companies to commit to cutting their carbon footprint, report annually on their progress and develop a credible roadmap towards a net zero economy. The new Low Carbon Pledge now calls on businesses to set sciencebased carbon emission reduction targets no later than 2024 (i.e. what science says is necessary to limit global warming to 1.5°C). The 61 signatories are: A&L Goodbody, Abbvie, ABP Foods, Accenture, Actavo, AIB, Aldi, Allianz, An Post, Arup, Aviva, Bank of Ireland, Bidvest Noonan, Boots, Britvic, BT Ireland, Cairn Homes, Cisco, Cook Medical, Dawn Meats, Deloitte, DePuy Synthes, Diageo, Dublin Bus, EirGrid, Enterprise-Rent-a-Car, ESB, Fujitsu, Gas Networks Ireland, Grant Thornton, Heineken Ireland, Hovione Ireland, Irish Rail, Irish Distillers, Irish Water, Janssen, Johnson & Johnson Vision Care, KBC Bank, Keelings, KPMG, Lidl, M&S, Momentum Support, Mercury Engineering, Musgrave, Ornua, Permanent TSB, PM Group, PwC, RTÉ, Sky, Sodexo, SSE, Tesco, Three Ireland, Ulster Bank, Verizon, Veolia, Virgin Media Ireland, Vodafone and William Fry. “The Low Carbon Pledge is a clear demonstration of businesses driving towards decarbonisation, creating the business models, innovation and jobs for a low carbon future,” said Tomás Sercovich, CEO, Business in the Community Ireland. “As more businesses join this Pledge, we
will use our collective voice to drive the new systems thinking we need to overcome this fundamental challenge.”
Bio-based packaging Nestlé has announced that it will introduce bio-based lids and scoops made from sugar cane and its by-product for a range of its nutrition products for babies and children. The main advantage of these bio-based plastics is that they are made from a renewable plant material that can be continually replenished and that absorbs carbon dioxide from the atmosphere. In addition, this packaging helps Nestlé reduce its use of fossil-based plastics as part of its ambition to halve emissions by 2030 and achieve net zero by 2050. In Ireland and the UK, SMA Nutrition and Nestlé Health Science are rolling out the new bio-based packaging materials for scoops and lids on tins. “Nestlé continues to push the boundaries of science to provide nutritional solutions for children, and we are putting that same passion into pioneering new packaging that is good for our planet,” said Thierry Philardeau, head of Nestlé Nutrition. The lids and scoops are made from 66% and 95% sugar cane respectively. They are certified as plant-based plastic packaging and are widely recyclable. The bio-based lids and scoops complement the tin can which is metal-based and the most recycled material in the world. This innovation is one of the many solutions Nestlé is working on to address the issue of packaging waste. Nestlé is a founding member of the Bioplastics Feedstock Alliance that aims to encourage production of bioplastics feedstocks in an environmentally responsible, socially beneficial and economically viable manner.
Sustainability CATEGORY FOCUS 39
Imagine a future where all polymers are either made
Tetra Pak is working with leading paperboard companies Stora
A
&
Improving supply chain traceability and trust Increasing visibility amongst consumers needs to be a major focus area over the next few years, so that consumers can identify and support companies driving positive change. In 2020, Tetra Pak ran a pilot programme with the Carbon Trust to label Tetra Rex plant-based packages as ‘carbon neutral packaging’. This programme clarified and supported sustainability claims made by customers, helping consumers to understand the climate impact of the packaging they purchase.
Sustainability
Working together in new ways
based fuels faster, increasing our use of recovered materials and creating a reduction in emissions down the value chain.
Gin
Opportunities
Enso, Klabin and BillerudKorsnäs in a ‘collaborative innovation model’ to find solutions to some of the industry’s greatest challenges, like improving carton recyclability faster, removing the thin polymer and aluminium layers in carton packaging, and developing a renewable alternative to the plastic straw. Tetra Pak has also been working closely with Recon Polymers, a recycling management company based in the Netherlands. The partnership aims to fully recycle two of the constituent materials in cartons – polymers and aluminium – into raw, recycled materials that can be used by the plastics industry. Pooling resources like this is an effective way to decouple both industry and society from fossil-
Ice Cream
In 2020, the impact of climate change continued to be felt in every corner of our planet. The amount of CO2 in the atmosphere reached record levels, hitting 417 parts per million in May. Europe saw its hottest year ever. The time to act is now. Consumer preferences are already shifting in response to these environmental changes; according to Tetra Pak’s latest Index report, 70% now identify packages made from plant-based materials as the most relevant packaging option to them.
Tetra Rex plant-based packages are made from FSC-certified paperboard and plastic derived from sugar cane
Soft Drinks
Nazanin Moradi
By Nazanin Moradi, sustainability transformation manager, Tetra Pak Europe
from plant-based materials or post-consumption recycled food grades. A few years ago, petrochemicals company Braskem started using sugar cane to make climate-smart polyethylene, a material which has a low carbon footprint. Tetra Pak has been very active in this space, engaging with plant-based polymers in Europe since 2015. But we’ve found innovative product design is also key to reducing packaging’s carbon impact. It can reduce the weight and increase the space-saving efficiencies of packages. Innovating with plant-based materials also lets companies create climate-smart products with an authentic look and feel, helping them to stand out to environment-conscious consumers. Tetra Pak’s Craft packaging material does exactly this, giving a ‘natural’ look while reducing a carton’s weight by 5%. Paired with fully renewable materials, like the Tetra Rex plant-based package, made from FSC-certified paperboard and plastic derived from sugar cane, this impact is drastically enhanced.
Sugar Confectionery
Rooting for change; how do we accelerate our use of plant-based materials?
with Russell and Garrett Walsh, founders, VivaGreen
Q: Why is sustainability such an important focus for your business? A: VivaGreen has been researching and manufacturing eco-friendly products in Ireland for over 25 years. Research shows that cleaning products are released into the environment during normal use, through the evaporation of volatile components and rinsing down the drain of residual products from cleaned surfaces, sponges, etc. Seeking a green solution, we developed our range of eco-friendly, refillable laundry and household cleaning products called Tru Eco. The range is made from plant-based and biodegradable ingredients and each bottle is made from 100% recycled plastic, creating a circular economy product that is reusable, recyclable, and refillable.
solutions. We are in a distinctive position with Tru Eco as consumers are not only looking for green alternatives, but also Irish made products. We have exceeded our sales targets and feedback from customers has been fantastic with lots of interest in the refill option, which is very encouraging. The range is currently available in SuperValu stores nationwide and will be available in Dunnes Stores nationwide in the coming weeks. Q: How do you promote the Tru Eco range and what future activity have you planned?
Q: Have you seen a rise in the demand for your eco-friendly range? A: Yes, buying behaviours are changing and consumers are actively looking for eco-friendly
The Tru Eco range is made from plant-based and biodegradable ingredients
A: We place a great deal of value in incorporating PR into our business planning and it has delivered a lot for us in terms of promotion, with editorial coverage in national and local print, broadcast, and digital channels. Digital and social media also plays a key role, achieving coverage in Mummypages,ie, MyKidsTime.ie, Evoke.ie, Her.ie, and SHEmazing.ie. Q: How significantly has environmental awareness increased among consumers? A: Environmental awareness has increased significantly; awareness days such as Earth Day on 22 April, the world’s largest environmental movement, have gathered huge momentum in recent years. The media is also actively trying to educate consumers on the benefits of switching to eco-friendly products. We work hard to develop products that meet consumer needs, while also trying to protect the environment. By buying the Tru Eco range, consumers can reduce their environmental footprint, minimise plastic waste as well as lower their carbon emissions. www.shelflife.ie | ShelfLife April 2021
Paving the path to a bright future Founded by Sir George Fistonich in 1961, Villa Maria remains to this day a highly awarded, quality focused, New Zealand owned winery with vineyards throughout the nation’s key winegrowing regions. “As a family company, the desire to leave something for the next generation is an ever-
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
40 CATEGORY FOCUS Sustainability
Over 700kgs of wildflower seeds are planted in Villa Maria’s vineyards every year
present and overriding business objective,” said Sir George Fistonich, founder and owner. Respecting the land is central to Villa Maria, which believes the care its team put into the soil and conscious tending of vines, results in a better taste. In fact, Villa Maria has been a Sustainable Winegrowing New Zealand member since 1997, with over 700kgs of wildflower seeds planted in its vineyards every year. What’s more, 30% of Villa Maria owned vineyards are managed organically. As part of Villa Maria’s environmentally friendly ethos, carbon emissions have been reduced by 39% per bottle of wine since 2009, electric warehouse forklifts have been used since 2011, and the company operates under a ‘zero waste to landfill’ policy by 2025. The group is also inspiring conscious consumers; its bottles
A carbon negative brew
Villa Maria bottles are made from 69% recycled glass
are made from 69% recycled glass, resulting in lower carbon emissions and all its packaging can be recycled. Villa Maria’s sustainability and organics certifications demonstrate that the group meets and maintains international best practice standards in this area and push the team to strive for ways to continuously improve practices. Villa Maria is distributed by Barry & Fitzwilliam.
In 2020, BrewDog announced it was the world’s first carbon negative brewery. Its goals include planting 1 million trees at the new BrewDog Forest by 2022. BrewDog is also working on a fast-track 24 month plan to reduce the carbon footprint of operations, along with its journey to become zero-waste. This plan includes five key elements. The first being green energy; BrewDog turns the main natural by-product of beer making, malted barley, into green gas (biomethane), thus removing any reliance on fossil fuels in the brewing process.
Environment
BrewDog has become the world’s first carbon negative brewery
A quick look at Environment/Sustainability and what it means to Irish shoppers…
Secondly, all of the electricity used to brew BrewDog beer in the UK comes directly from local wind turbines. Some of the BrewDog bars are now also powered by wind turbines too. The third key element is the use of an anaerobic digestor. Water is one of the most precious resources and the supply is under increasing pressure. However, BrewDog won’t waste a drop — an anaerobic digester bio-plant turns waste brewery water into pure H and biomethane to be re-used and is set to be operational this year. The next step on BrewDog’s journey to become zero-waste is the use of electric delivery vehicles. The team is fasttracking the electrification of its vehicle fleet and the first fully electric delivery vehicles will hit the streets this year. Lastly, one of the by-products of fermentation is CO2. BrewDog is working on capturing the CO2 produced during fermentation and using this downstream to carbonate its beers. As a result, by drinking BrewDog beer, you are genuinely having a positive impact on our planet. BrewDog is distributed by Barry & Fitzwilliam.
Reduce Waste Less Packaging Recyclable Packaging
17%
14%
20%
Manufacturing Process
10%
25%
Food Miles
9%
Carbon Footprint
Importantly ‘environment’ means different things for different categories…
Recyclable Packaging
Less Packaging
Reduce Waste
Manufacturing Process
Food Miles
Carbon Footprint
Ice Cream/ Frozen Dessert
Total Petfood
Stone Fruit
Burgers/ Meatballs/R2C
Fish Counter Fish
Deodorants
Mouthwash
Chilled Fruit Juice
Deli Counter Cheese
Fresh meat/ Butcher
Vegetarian Food
Baking/ Ingredients
Bottled Still Water
Pre-packed Fish
Children’s Medicine
Total Spirits
Feminine Hygiene
Rum
Total Baking Ingredients
Sports/Energy Drinks
Facial Tissues
Chilled Meal Solutions/Prep. Food
Fresh Chicken
Vegetarian Food
Carbonated Soft Drinks
Fresh Fruit & Vegetables
Baby Nappies/ Wipes/Toil
Cleaners
Wash up/ Dishwash
In Store Bakery
ShelfLife April 2021 | www.shelflife.ie
Sustainability CATEGORY FOCUS
Donegal Catch products are fully traceable back to the boat
Sustainability
were supported both online and in-store through its social platforms, content hubs on retailer websites and point of sale. This year, Donegal Catch’s aim is to grow these activations by engaging and educating consumers through its digital platforms and excellent in-store executions. Visit www.donegalcatch.ie for more on the brand’s sustainability journey. ■
Gin
Project (FIP) to improve fishery sustainability for Irish haddock, whiting and hake. The FIP is a five-year plan and covers fishing practices, onshore handling and data collection for marine scientists. Donegal Catch procures fish from Irish co-ops and fishermen who are members of the FIP. For other wild caught species such as Atlantic cod, the company uses up-to-date scientific data from non-
Ice Cream
Donegal Catch is participating in the Bord Iascaigh Mhara backed Fishery Improvement Project (FIP) to improve fishery sustainability for Irish haddock, whiting and hake
Soft Drinks
Donegal Catch is one of the leading fish brands in Ireland and has been a family favourite in Irish households for over 30 years. Part of Green Isle Foods, this Irish-owned company employs over 100 people across two sites. While headquartered in Naas, Co. Kildare, its primary fish processing facility is located in Gurteen, Co. Sligo and has been in continuous operation since 1984. Green Isle Foods is the largest purchaser of white fish from the Irish catching sector and processes over 20% of Irish-landed haddock and whiting. The company works closely with fish suppliers to bring customers great tasting fish, processed to the highestquality standards and fully traceable back to the boat. Donegal Catch has an important role to play in the sustainable development of the Irish fishing industry and the protection of our waters. To that end, the group is participating in the Bord Iascaigh Mhara backed Fishery Improvement
governmental organisations (NGOs) on the health of different fisheries to guide it on where to catch fish and also monitors the maximum sustainable yield (MSY) of a catch area to ensure stocks remain healthy. Reducing plastic within its supply chain is an area of continuous focus and the group is committed to 100% recyclable plastic by 2022. Although soft plastic is not yet recyclable through the domestic system in Ireland, the company is playing its part to prepare for this. In April 2021, Donegal Catch products are moving to a single plastic LDPE film with a plastic identification code to aid recycling. The company also aims to remove palm oil from its products by the end of this year while not compromising quality or taste. Last year in SuperValu and Tesco, Donegal Catch implemented a sustainability communication campaign to highlight its sustainably caught Irish haddock and whiting ranges. These campaigns
Sugar Confectionery
A real catch!
41
www.shelflife.ie | ShelfLife April 2021
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
42 CATEGORY FOCUS Gin
Ginius ideas!
With lockdown accelerating the trend for premium beverages at home, stocking a strong range of botanical beauties such as the well-respected brands listed here, will help satisfy demand from discerning customers looking for a little ‘ginspiration’!
D
uring a tough year, sales of alcohol in supermarkets surged as consumers looked to keep spirits high throughout lockdown periods. Indeed, a July 2020 report from Kantar stated that sales of alcohol in supermarkets grew by 76% in just 12 weeks. Gin has proven itself to be the choice of many. According to Nielsen, over the full eight-week period from 9 March to 3 May 2020, purchases of gin in offlicences increased 38%. In fact, the IWSR forecast both whisky and gin to rebound fastest to pre-
Covid-19 levels. The gin market has been growing in Ireland for some time. Figures from IWSR Drinks Market Analysis suggest that gin continued to rack up sales in 2019, with volumes rising 4.6%. Gin’s share of the spirits market sits at 14.4%, making it the third most popular spirit behind vodka and Irish whiskey. Over the last four years, gin recorded compound annual growth of 28.2%. Today, a third of the world’s best-selling cocktails are gin-based. Speaking to Drinks Industry
Reaping rewards and awards!
to capture silver and gold. Most recently awarded at the San Diego International Wine & Spirits Challenge 2021, it has earned a total of six gin awards internationally. Grace O’Malley Heather Infused Irish Gin wins its predominant flavour from the beautiful bell shape flowers of heather, in full pink and purple bloom in springtime. Featuring a total of 14 botanicals, its defining aromatics include wild thyme, red clover, blackthorn, fraughan and rock samphire, all found in abundance along the Wild Atlantic Way, celebrating Grace’s territory on land and by sea. Rounded and balanced, made in traditional style with modern distillation techniques, Grace O’Malley Heather Infused Irish Gin delivers a true taste intensity and a wonderfully fresh, floral finish. It retails at €35 RRP and is available from SuperValu and leading off-licenses nationwide. Brave, bold and irresistible, Grace O’Malley Irish Whiskey and Grace O’Malley Heather Infused Gin are inspired by the many stories from Granuaile’s long and fascinating life to ensure the legend lives on and
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, continues
Grace O’Malley Heather Infused Irish Gin retails at €35 RRP
ShelfLife April 2021 | www.shelflife.ie
Ireland last year, Richard Corbett, senior market analyst for Ireland, UK and the Nordics at IWSR said premium and super premium gins have been outpacing the standard gin segment. “This premiumisation process has accelerated since lockdown,” said Corbett, adding that those not economically impacted by
the crisis could be encouraged to upgrade to a more premium product. Meanwhile, data suggest that Irish gin drinkers are likely to be more affluent types between 25 and 40, with a bias towards women. With many eyes on the sector, here we will look at the latest offerings from the biggest brands.
her great, rebellious heart is never forgotten. Celebrating female leadership through rebellious spirit, the brand honours Grace O’Malley, regarded as not just one of Ireland’s but the world’s, most inspirational and extraordinary
female trailblazers.For further information, see www.graceomalleywhiskey.com. From the West Coast of Ireland to treasure hunters around the world, the brand’s pithy message is ‘Sláinte and #BelieveInGrace!’
Featuring a total of 14 botanicals, the defining aromatics of Grace O’Malley Heather Infused Irish Gin include wild thyme, red clover, blackthorn, fraughan and rock samphire
A SPRING TOAST TO THE PIRATE QUEEN INFUSED WITH HEATHER AND DEFINING BOTANICALS INSPIRED BY A LEGEND’S JOURNEY @GRACEOMALLEYSPIRITS
#BELIEVEINGRACE
WWW.GRACEOMALLEYWHISKEY.COM
PLEASE DRINK RESPONSIBLY.
Sublime portfolio
from SuperValu, O’Briens, Celtic Whiskey Shop and the Irish Drink Shop. Míl Gin was created by a team of adventurous ginthusiasts from the Pearse Lyons Distillery which is located in the historic St. James Church in Dublin. Inspired by the warm golden light from the stain glass window which depicts the Camino de Santiago in North-West Spain, where tradition has it St. James is buried, they began exploring recipes for an Iberian-Irish fusion gin. Míl Gin captures the essence
Comans launched Puerto de Indias Strawberry Gin in summer 2019. After having some success in the on-trade, Comans has now begun to target offlicences and independents with this distinguished pink gin. This is Spain’s bestselling flavoured gin and the first premium gin that inspired a whole new category and it remains the only pink gin made with distilled fresh strawberries. With its sweet and wild aroma of strawberry and juniper berries, this pink gin provides an authentic flavour to those seeking new and stimulating sensations. Strikingly smooth to taste and beautiful to behold in its iconic Bristol-blue glass bottle, the original, multi-award-winning
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
44 CATEGORY FOCUS Gin
markets has been driven by its inimitable brand ambassador Ryan Reynolds and his knack for creating viral ad content for the brand. Aviation Gin is excellent in cocktails and also in more traditional G&T style serves and is available online and in-store from Celtic Whiskey Shop, O’ Brien’s, Molloys Liquor Stores and Wine Online.
Ha’penny Dublin Dry Gin features 13 expertly selected botanicals
is a small batch pot distilled gin featuring 13 expertly selected botanicals offering a unique flavour profile and taste inspired by Dublin. The Ha’penny Rhubarb Gin is a refreshing, distinctively pink small batch gin made with the finest Irish rhubarb. Both gins are available in-store and online
Puerto de Indias Strawberry Gin is Spain’s bestselling flavoured gin
6 O’clock Gin was born in 2010, perfected from an old family gin recipe. To produce this Damson flavoured gin, the brand takes the gin produced to the original recipe and immerses it in freshly picked damson plums. This creates an uniquely flavoured gin that is equally pleasing to sip or drink with tonic or ginger beer. After partnering with Alltech in 2020, Comans is now the exclusive distributor of several of Alltech’s award-winning spirits brands including Ha’penny and Míl gins. Ha’penny Dublin Dry Gin
ShelfLife April 2021 | www.shelflife.ie
Damson flavoured 6 O’clock Gin is equally pleasing to sip or enjoy with tonic or ginger beer
Míl Gin blends pure Irish gin with the taste of the sunny Iberian peninsula
of this expedition, using pure Irish gin with the taste of the sunny Iberian peninsula - a land of almonds, basil, bergamot orange, gooseberry, juniper, olive, orris, rosemary and thyme. The Míl range also includes the 25cl Míl gin spritz and grapefruit infused Míl gin Rosa cans and the whole range is available from multiple supermarkets and independents. Aviation Gin is made in Portland, Oregon, crafted in the traditional Dutch style. It is designed to be softer and smoother than London dry gin, with juniper in the back and citrus and floral notes in the front for a balanced medley of botanicals taking flavour to new heights. Its unique recipe has resulted in Aviation Gin becoming one of the highest rated gins in the world, receiving 97 points from Wine Enthusiast magazine. Its success in global
Aviation Gin has received 97 points from Wine Enthusiast magazine
THE WORLD’S BEST GINS
Contact Your Local Comans Rep To Discover These New Premium Gins
www.comans.ie info@comans.ie +353014662700
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
46 CATEGORY FOCUS Gin
Hendrick’s Lunar Gin is the second limited edition release from master distiller, Ms Lesley Gracie
A once-in-a-bluemoon release Hendrick’s Gin unveils Hendrick’s Lunar Gin, described as “a small batch, limited release gin conjured up from the oddities in Ms Lesley Gracie’s Cabinet of Curiosities at the Hendrick’s Gin Palace”. This most peculiar and unusual gin, “conceived beneath the celestial light of the moon”, yields an alluring complexity and a delightful warmth, which is best suited to refreshing sundowners, night-sipping, moon gazing and other sensible modes of contemplation. This is the second release from Hendrick’s esteemed master distiller, Ms Lesley Gracie’s Cabinet of Curiosities and showcases how Ms Gracie’s curious mind is in part inspired by the spectacular surroundings in her playground at the Hendrick’s Gin Palace. The Hendrick’s Gin Palace is a most extraordinary place, hidden away in the remote Scottish Ayrshire coast. Away from the city lights and the hustle and bustle, the stars shine bright and the moon makes its magical presence felt. Ms Gracie is known for a spot of midnight gardening and regularly tends to her blossoming collection of botanicals under the influence of moonlight. It was here one moonlit evening, whilst tending to the botanicals in her beloved hothouse, she was inspired to create this refreshingly rich, warm, alluring gin. Hendrick’s Lunar Gin is an intriguing combination of the refreshing, the warm and the floral and is designed to be shared and savoured of an evening as the sun goes down and the moon charges the sky. “With Hendrick’s Lunar Gin there is the warmth of some of the botanicals, like being wrapped up warm and snug of an evening,” says master distiller Ms
ShelfLife April 2021 | www.shelflife.ie
Gracie. “There is the rich aroma of night scented flowers and in the background there, you can just about make out the refreshing burst of citrus. It’s not bright and in your face like the midday sun, it’s calm, chilled and subtle. It’s a feeling. There is something magical about the sky at night and sharing that experience with those closest to you, and this gin wraps that sensation up in a glass.” Ally Martin, global brand ambassador for Hendrick’s Gin advises on some simple serves that bring this most unusual offering to life that can be easily recreated at home: “Hendrick’s Lunar Gin is designed to be savoured during quiet nights at home. All true Hendrick’s lovers will know our gin works spectacularly well with our signature cucumber garnish, and Hendrick’s Lunar Gin is no different in that respect, but it lends itself to the addition of black pepper too, to accentuate the top notes of this gin. “A stunning sundowner would be a Moonlight Buck, a stellar combination of Hendrick’s Lunar, ginger ale and lemon juice garnished again with cucumber and this time a twist of lemon. What’s more, Hendrick’s Lunar Gin can be stirred down into a Starry Old Fashioned and savoured under the light of the moon. An Old Fashioned made with gin may sound peculiar but trust me it’s startlingly good.” Hendrick’s Lunar Gin is now available in SuperValu across ROI as an exclusive until 28 April. It will replace Hendrick’s Midsummer Solstice which spritzed up the summer in 2019. It is bottled at 43.4% ABV and has a RRP of €46. For further information, go to www.hendricksgin.com.
Gin reimagined In October 2019, a new premium gin brand launched in Ireland, which its makers are confident is “extraordinary from the top down”. Wilde Irish Gin emerged onto the scene with dramatic flair, from the nod to Oscar Wilde’s cane on the intricate cap, to the bespoke book-shaped purple bottle, this Irish gin has the undeniable presence of its namesake. Uncharacteristically, Wilde is a background character on this occasion. It’s the gin that takes centre stage, with notes of wild mountain purple heather and bitter orange peel. This unique gin is made in Ireland using select Irish ingredients, which are carefully distilled by hand in small batches with two copper pot stills to ensure a level of quality that can only result from a master distiller’s intuition.
Wilde Irish Gin is available in 70cl bottles, with premium display stands available within the off-trade later this year
Full of flair, Wilde Irish Gin has the undeniable presence of its namesake, Oscar Wilde
An extraordinary bottle, designed by the world-famous Stranger & Stranger, ensures this premium spirit stands out amongst the rest. In keeping with its dramatic approach, Wilde Irish Gin is committed to supporting the arts, and local artists in particular. The company is proud to be the official gin sponsor of The Dublin Fringe Festival since 2019 which includes the Wilde Irish Gin Writer’s Bursary. Wilde Irish Gin is available in 70cl bottles through Celtic Whiskey, Drink Store, Wine Online, Mitchell & Son and SuperValu nationwide with premium bottle display stands coming to the off-trade later this year. For more information contact your Tindals representative or Wilde Irish Gin brand ambassador, Stuart Cullen at scullen@wildeirishgin.com.
THE IRISH GIN SHOPPER 3 insights in a nutshell
’Pre-store Promotions drive footfall’ 100% 80% 60% 40% 20% 0%
Rank: #6
49% 24%
Gin
Total Store
Plan to buy a specific brand
’Enjoyable and/or interesting to shop’ 100% 80% 60% 40% 20% 0%
Rank: #8
66%
Gin
45%
Total Store
100% 80% 60% 40% 20% 0%
Rank: #21
26%
Gin
18%
Total Store
Promos drive traffic
Enjoyable to shop
Brand planned
Pre-store promos in Gin are extremely effective in attracting shoppers in-store (ranked #6 of 91 categories).
The Gin category is one of the most enjoyable to shop in-store (#8 of 91).
Shoppers tend to have a Gin brand in mind before entering the store.
Action: Give shoppers an enjoyable, engaging experience in-store (replicate consumption occasions: relaxing drink in the evening, entertaining, etc)
Action: Make sure the most popular brands are available in-store (and use them in pre-store promos)
Action: Invest in pre-store promos (catalogues, flyers, newspapers)
i
Data from survey of 16,492 Irish shoppers, carried out Nov 2019-March 2020 Reports available for 91 FMCG categories in 2020
Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com
48 CATEGORY FOCUS Gin
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
Making waves
The only gin in the world to contain shamrock extracts, The Exiles Irish Gin is bottled at 41.3% ABV
Flying ahead Multi award-winning The Exiles Irish Gin from the Wild Geese premium Irish spirits collection, is the only gin in the world to contain shamrock extracts. An artisanal product made with the assistance of an eighthgeneration gin maker, whose family have been distilling gin for over 300 years, The Exiles is a small batch production gin using traditional pot distilling methods. Skillfully infused with botanicals including shamrock, red clover flowers, honeysuckle flowers, rowan berries and bog myrtle, it artfully captures the essence of Ireland. With a nose opening up to notes of citrus zest, pine, eucalyptus, violet and apple peel, it wraps up on the finish with more zest and hints of cracked black pepper. It’s bottled at 41.3% ABV, for a more rounded and dryer profile, resulting in a crisp, smooth and floral gin. Distilled for ultimate crispness, it’s an impeccable base for a sling, fizz, or classic martini, and is the perfect partner to any of the excellent artisanal tonic waters now widely available. This contemporary Irish gin has won multiple awards, from Silver at the San Francisco World Spirits Competition to Gold at the Q Quality Awards. For more information, visit www.protege-international.com.
ShelfLife April 2021 | www.shelflife.ie
Ninth Wave Irish Gin is inspired by a love of Irish mythology and its links to the sea. Legend tells of a mystical, magical place, invisible to the naked human eye, known as the ‘Otherworld’, where the Irish Sea god Mac Lir lived. The recipe for Ninth Wave Irish Gin was conceived by Hinch Distillery chairman Dr Terry Cross OBE and his team. The nose begins with wonderful fruit flavours. It is full of citrus notes, sweet vanillas and a hint of dew-covered grass. It contains juniper berries, coriander seeds, angelica root, orris root, cassia bark, dried lemon peel, cardamom, grains of paradise and dried lemon verbena. Ninth Wave Irish Gin has a bottle design, in ocean blue glass, incorporating the symbolism of the Celtic Triskellion (triple spiral) which adorns many ancient monuments throughout Ireland. The iconic Ninth Wave Irish Gin has just launched a new limited edition, Ninth Wave Export, which will be distributed internationally Established in 2020, Hinch Distillery is based in County Down and has been acclaimed as a multiple gold winner both at home and abroad. Impressively, Ninth Wave was the World’s Most Highly Awarded Gin 2020 at major competitions.
Ninth Wave Irish Gin’s bottle incorporates the symbolism of the Celtic Triskellion (triple spiral) which adorns many ancient Irish monuments
Floral, fragrant and flavourful Glendalough Rose Gin, is an unique, exceptional gin, first created to toast Rose, the mother of Glendalough’s head distiller, Rowdy Rooney, at his brother’s wedding. It was crafted using roses from her own much-loved garden and was, he felt, the perfect way to honour her life. “She had recently passed away, and we wanted her to be there in spirit, so-to-speak,” explains Rowdy. “Her favourite place was her garden, so we used that to make a gin,” he adds. With care and attention, Rose’s garden produces just enough rose petals to include in every batch. This handmade process naturally puts a limit on how much the distillery can make, with the sheer number of wild plants and flowers involved. Wild foraged plants from the mountains are fresh-distilled for the taste of wild Wicklow that you’d expect from Glendalough, while fresh rose petals bring the lofty floral air and natural pink hue. “We gently vapour distil the delicate fresh petals, and infuse even more roses afterwards to
Glendalough Rose Gin won the Masters Award at the 2019 Spirits Business Gin Masters and best Irish flavoured gin at the 2021 World Gin Awards
heighten the flavours and colour. The floral, fragrant and flavourful result is some of the best gin we’ve made.” adds Rowdy. Glendalough Rose Gin won the highly coveted Masters Award at the 2019 Spirits Business Gin Masters and best Irish flavoured gin at the 2021 World Gin Awards.
As unique as the man himself! The award-winning Graham Norton Irish Gins are widely available in Ireland via SuperValu and Centra stores, distributed by Barry & Fitzwilliam. The latest additions to the Graham Norton range have been Graham’s Own Irish Gins, featuring a clear original and a Pink Gin. These gins are made in West Cork Distillery close to Graham’s hometown. Distilled and produced using 100% Irish grain, both gins draw their flavours from a combination of 12 botanicals. These include angelica, fuchsia flowers, orris roots, rose hip, basil and liquorice root - all of which contribute to a gin which is as unique as the man himself! Graham has even created his own Cocktail Ginsecco - a glass of Graham Norton Frizzante prosecco, topped up with a dash of his own pink gin and strawberry to garnish! Or for those who prefer a G&T, the perfect serve for Graham Norton’s Own Irish Gin is best enjoyed with Indian tonic water, lashings of ice and fresh lime to garnish. The Graham Norton’s Own Irish Pink Gin is best enjoyed with Indian tonic water, lashings of ice and red berries to garnish. The range is distributed by Barry & Fitzwilliam.
Distributed by Barry & Fitzwilliam, Graham Norton Irish Gins use 100% Irish grain
Gin CATEGORY FOCUS 49
Ice Cream
• • • •
Soft Drinks
A measure of Muff Gin Slice of orange Sprig of rosemary Premium Indian tonic
The six times distilled Muff Gin has won multiple awards globally
Sustainability
The Muff Liquor Company’s premium gin, vodka and whiskey are available worldwide and distributed by Bevella (part of Primeline) for the island of Ireland. For orders, contact beverage.adventures@bevella.ie or call +353 87 332 6783 / +353 (01) 835 3000.
Gin
The Muff Liquor Company was established in 2017 by Donegal entrepreneur Laura Bonner. Inspired by Laura’s grandfather’s recipes of poitin – a spirit made from potatoes – The Muff Liquor Company produces premium potato-based Irish spirits based in Co. Donegal. The Muff Liquor Company has already won many prestigious awards with its premium spirits recognised by industry experts across the globe – and the company is only getting started! Muff Irish Potato Craft Gin, is not a traditional juniper-led gin, instead it gets its vibrant
Sugar Confectionery
Vibrant, citrus taste
and citrus taste from the citrus botanicals used during distillation. The six times distilled Muff Gin has won multiple awards globally for its unique flavour with botanicals consisting of mandarin, lemon, rosemary, grapefruit and champagne abstract, which has been added for its distinct taste. Awards of note for Muff Gin include Gold at The Drinks Business, Gin Masters 2018, Gold at the Irish Gin Awards 2019, Best in Ireland at the Gin Guide Awards 2019, and Silver at The Spirits Business, Gin Masters 2020. To enjoy the Muff Gin signature serve, the brand recommends:
www.shelflife.ie | ShelfLife April 2021
50 CATEGORY FOCUS Gin
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
Smooth and mellow
Conncullin Irish Gin is made from carefully selected botanicals including elderberry flower and hawthorn berry
C
M
Y
CM
MY
CY
CMY
K
ShelfLife April 2021 | www.shelflife.ie
Conncullin Irish Gin is handcrafted at the Connacht Distillery in Ballina. Co. Mayo. The inspiration for the name Conncullin comes from the two Mayo lakes Lough Conn and Lough Cullin, where the distillery’s water source originates. The beautiful bottle design is also inspired by the clear water of the lakes and would no doubt take pride of place displayed on the shelf of any gin lover. Made from a variety of carefully selected botanicals including elderberry flower and hawthorn berry, the flavours are big and bold with a strong berry nose. Although it has kept a relatively low profile since its launch in 2017, Conncullin Gin has been widely commended by those in the know, receiving a Gold Medal from the International Review of Spirits as well as being rated at 91 points by Wine Enthusiast magazine and most recently winning a Gin Masters Gold Medal in December 2020. This is a smooth and mellow gin ideal for savouring on the rocks, and
also lends itself perfectly to a refreshing gin and tonic.
Welcome on board! Bevella, a strong, confident offspring of Ireland’s largest distributor, Primeline Sales & Marketing, is welcoming retailers on board a new adventure. Bevella has a vision to be Ireland’s best independent brand led distributor to the on and off-trade in terms of range, service, revenue growth and future focus. For a Q2 2021 launch, Bevella is developing and will distribute a tight, but effective portfolio of emerging and on trend Irish and international premium beverages in both on and offtrade divisions throughout the island of Ireland. Bevella will focus on key business areas such as industry knowledge and understanding of customers, trade and trends, partnering and planning with brand owners; and nurturing reliable, supportive, revenue driving interdependent relationships with publicans, wholesalers and retailers.
The group’s partners to date include The Muff Liquor Company – Gin, Vodka and Whiskey, Blood Monkey Gin, Connacht Whiskey Company – Straw Boys Vodka and Poitín, Conncullin Gin, Ballyhoo Whiskey and the new-to-launch Connacht single malt which will emerge in Q2 2021, Two Stacks Whiskey, Killowen Whiskey, Rum and Craft Gins and Xoriguer Mahon Gin. “Bevella will exude Primeline’s 30 years of experience as well as an enhanced determination to bring diversity and new experiences to the Irish alcohol industry,” says Bevella director, Paul McInerney. “Our experience, capability, imagination and resources are at your disposal, whether you have a brand to distribute, a bar to fill, or an offlicence shelf to stock.” For further details, contact Bevella on +353 87 332 6783 / +353 (01) 835 3000 or email beverage.adventures@bevella.ie.
Gin CATEGORY FOCUS
Ice Cream Gin Sustainability
Blood Monkey Irish Craft Gin is partnering with Bevella to expand distribution across Ireland and bring a new taste profile within premium gin to Irish spirit drinkers. Blood Monkey is quite unique to the category in that it is distilled as a sipping gin – one of only a few gins that is designed to be enjoyed neat. The inaugural product from Irish-owned Outcast Brands, Blood Monkey is distilled by West Cork Distillers, Skibereen. Master distiller, Deirdre Bohane notes: “Blood Monkey is a sophisticated spirit with a complex character that reveals various details as it evolves on the palate. It hits you with a smooth, warm citrus spice followed with a slight hint of floral entwined with smoky, caramel flavours.” The brand will be bringing out a limited edition flavoured gin later in the summer. Available nationally via Bevella - the drinks division of Primeline Group – for orders, contact beverage.adventures@bevella.ie or 087 3326783 / (01) 8353000.
Bombay Bramble & Tonic meanwhile has a rich, bold, berried flavour with no added sugar, featuring a blend of 100% natural blackberries and raspberries with the signature London dry gin, mixed with premium tonic water. This light, bright and uplifting drink is a nod to the classic Bramble Cocktail. ■
Soft Drinks
Going aginst the grain
Bombay is a gin brand with a heritage and iconic bottle that most will recognise, with additions to the range including last year’s limited edition Bombay Sapphire English Estate, as well as Bombay Sapphire East, and Star of Bombay. 2020 also saw the release of Bombay Bramble. Made with freshly harvested blackberries and raspberries, this gin captures the real flavour and essence of fresh berries when they are at their most ripe, imparting their rich, vibrant characteristics. Bombay Bramble is best enjoyed simply with tonic, poured over ice and garnished with a squeeze of lemon; a sophisticated option for those that enjoy a touch of fruit in their G&T. Easy to mix, Bombay Bramble is perfect for experimentation with its rich, bold, berried flavour. The refusal to add additional sugar and artificial flavours increases Bombay Bramble’s versatility and provides a far more sophisticated taste. The innovation doesn’t stop there, 2021 will see extensions to Bombay’s ready to drink (RTD) range. Bombay Sapphire & Tonic already allows consumers to enjoy this premium gin as a bar-quality gin and tonic serve, whatever the occasion, wherever they are. It combines the brand’s signature vapour-infused London dry gin with the perfect balance of tonic water, for a superior taste experience. New to the range will be the introduction of both Bombay Sapphire Gin & Light Tonic and Bombay Bramble & Tonic.
Bombay Sapphire & Light Tonic is an invigorating and refreshing drink, vapour infused with exotic botanicals, mixed with the perfect balance of light tonic. With only 90 calories and 30% lower carbs than the signature Bombay Sapphire & Tonic, it still delivers the familiar refreshing, vibrant and stimulating taste.
Sugar Confectionery
Discover the possibilities within
51
“Blood Monkey is a sophisticated spirit with a complex character that reveals various details as it evolves on the palate. It hits you with a smooth, warm citrus spice followed with a slight hint of floral entwined with smoky, caramel flavours.” www.shelflife.ie | ShelfLife April 2021
Introducing a new look for dale farm ... It’s only taken us 50 years! We are delighted to reveal our fresh new look which celebrates daily life in dale farm and the farmers who not only milk the cows but also own our company. dale farm is 100% owned by local farmers, which is something we are really proud of and we wanted to put the ‘farm’ front and centre of our packaging and marketing. The rebrand will be supported by a highly engaging brand marketing campaign - dale farm sharing goodness everyday - across TV, Radio, Proximity Outdoor and digital and pr activations.
Join the dale farm community for all the rebrand news Visit our new brand website www.dalefarmbrand.com to find out more.
Supporting local ice cream brands has never looked so good
The dale farm rebrand and heavyweight marketing campaign comes on the back of a stellar year of growth for dale farm ice cream in take home and impulse categories. This has been driven by widening distribution, increasingly strong consumer demand and the impact of our direct to store delivery and sales coverage across the market.
dale farm is the no.4 ice cream brand in Ireland. ROI Total Ice Cream Market Data Value % change yoy
dale farm
80
+96%
68.1
70
take home
60 50
%
40 30
27.3
25.8
30.5
dale farm
25.2
22.5 17.2
20
+34% impulse
10 0
Total Market Dale Farm
Unilever Froneri
Mondelez International General Mills
Mars
Source: NielsenIQ Total ROI Scantrack Impulse & Take Home value & volume sales MAT - 52 weeks ending 31/01/21
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
54 CATEGORY FOCUS Ice Cream
Whipping up some happiness! Despite the ongoing challenges of Covid-19, the ice cream category is performing well with consumers trading up from own brand to more indulgent branded alternatives. Fionnuala Carolan reports
E
ating ice cream makes people happy and during the last year we’ve been looking for small indulgences in life to bring ourselves some joy, evident by the presence of ice cream vans in parks throughout winter, which have never been there before. A Mintel study titled ‘The
Future of the Ice Cream Market Report 2021’ found that 2020 created new opportunities for ice cream brands. Within the next two years, Mintel expects to see sustainability, as well as a focus on health propositions, occupy the centre stage of ice cream brand strategies. In line with consumer health and
An ice cream kiss Maintaining its position as the number one soft-serve ice cream brand, Smooch ice cream continues to outperform the market – seeing stores exceed €160,000 in annual turnover. No big forecourt or superstore necessary; sales figures like these come from typical convenience stores in local towns, driven by a committed fan base across the country. With a network of over 170 stores, Smooch has already expanded into seven new locations within the first three months of 2021. April will see the introduction of new digital screens onto its already modern parlours. Smooch is making the move to digital and has put a lot of work into not just the look but the functionality of the new screens. Now in its third generation, this family business has been at the
Smooch has already expanded into seven new locations within the first three months of 2021
ShelfLife April 2021 | www.shelflife.ie
wellness trends, the availability of better-for-you options has continued to expand, it noted. Meanwhile, Euromonitor Ireland said it 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 dairy-alternative variants. ShelfLife looks at the musthave products for the season.
Smart retailers choose Smooch, according to the brand. For more information, visit www.dairyglen.ie and follow the group on Instagram at smooch_icecream.
and emphasise Dale Farm’s credentials as a local brand, owned by the local farmers that supply it with milk. “Interestingly, 41% of the consumers we spoke to felt that the ice cream market in Ireland lacked local brands,” Cairns says. “So as part of our rebrand we are using packaging and marketing to make consumers more aware of Dale Farm’s local credentials. We are one of the only ice cream brands from this island in a market dominated by global brands. Irish consumers aren’t seeing enough local brands in their local supermarkets, and that is very much a gap Dale Farm is working hard to fill. “The research also revealed a
Tastes like home Dale Farm is rolling out a major rebrand this spring, which will see the brand unveil a fresh new visual identity across its full portfolio. The rebrand comes on the back of extensive research conducted across the island of Ireland which saw the company speak with 1,500 Irish ice cream consumers. According to Nigel Cairns, commercial director for Dale Farm Ice Cream, that research encouraged the company to modernise the brand forefront of innovation for over 30 years. With the consumer at its heart and retailers at the core, Dairyglen understands that ice cream is more than just a machine. According to Dairyglen, over 60% of its consumer base refuses to purchase another brand if Smooch is not available in store. Dairyglen offers fully managed ice-cream solutions backed up by over 60 years of combined industry experience. Understanding the nature of the business means understanding that the wrong ice cream partner can cost you thousands in lost turnover.
Dale Farm is one of the only Irish ice cream brands in a market dominated by global brands
Does your ice cream stand turn €100,000 per year? NEW Digital Screens Fully Managed Solutions Modular Fit Out Comprehensiv e Training
We thought so...
More info at www.dairyglen.ie
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
56 CATEGORY FOCUS Ice Cream
NielsenIQ data reveals that Dale Farm ice cream sales grew at three times the rate of the market in the past year
limited awareness of the fact that Dale Farm is a cooperative – owned by the same farmers who milk the cows. This is an important part of our story in a market that has been dominated by global PLCs. We have placed our farmer-owned credentials at the heart of our fresh new look for the brand. We want consumers across Ireland to know that by choosing Dale Farm products, they are supporting local farmers – hence our strapline ‘Sharing Goodness
A
&
Everyday’.” Dale Farm has been steadily growing and increasing its share
the take home category, we also saw a shift to brand from own-label, and Dale Farm saw a big increase of consumers buying into the brand in bigger numbers. >>
Dale Farm grew by 34% in the impulse category last year
with Nigel Cairns,
commercial director, Dale Farm Ice Cream
Q. How has Dale Farm innovated as a company to ensure you are meeting customer demands? How does your sales performance reflect this? A. We made the strategic decision around three years ago to expand our brand and operations in the Republic of Ireland market – putting a full team on the ground selling and delivering to every corner of Ireland and to key multiple accounts. Since then we have been steadily growing and increasing our share in the Irish ice cream market, and are now the number four ice cream brand in the Republic of Ireland, and by a considerable margin the fastest growing ice cream brand on this island. Q. How has Dale Farm as a company worked to navigate the challenges posed by the Covid-19 pandemic? A. The pandemic has challenged the entire food supply chain in a once in a generation way – as a company and as an industry we have risen to that challenge, adapting quickly to an everchanging situation. Lockdown has also led to changes in demand and consumer behaviour. Ice cream consumed in-home actually saw an uplift in 2020, and within that category we saw a real shift from own-label to brand in supermarkets. This significant uplift presented real challenges for many companies’ supply chains – and we are proud that at Dale Farm we stepped up to the ShelfLife April 2021 | www.shelflife.ie
in the Republic of Ireland ice cream market in recent years. In the last year in particular, NielsenIQ data reveals that Dale Farm ice cream sales grew at three times the rate of the market in both the take home and impulse ice cream markets, with the brand up 96% in take home ice cream and 34% in impulse ice cream year-onyear. “Lockdown saw a shift in consumer behaviour towards more indulgent products, with consumers seeking out ice cream and other treats to eat in-home,” Cairns adds. “Within
plate. Given the fact that we are a local supplier, with a more stable supply chain for Irish retailers, we were better placed than others to respond to the challenge. All of our ice cream is delivered directly to stores by Dale Farm employees. Q. How have you worked in partnership with retailers to drive sales? A. We work with all of our retailers to deliver the right package, from tailored shopper marketing programmes to highlight our brands and maximise rate of sale to the right commercial package and support. We ensure we feature our customers on social media and influencer activity to drive consumers towards local stockists, and run geo targeted digital advertising to point consumers towards specific stores where promotions are taking place. On the impulse side of our business we offer a 24 hour breakdown call out service on our freezers. We know how important that level of customer service is to ensure continuity of sales in busy periods. With our Mullin’s scoop ice cream brand we offer a bespoke design and fit service to offer an in-store ice cream parlour concept. Q. What advice would you give retailers in order to make their ice cream category stand out and successfully attract custom? A. Ice cream is an impulse purchase – seven out of eight consumers don’t know upon entry
into the store which product they are going to select. Therefore supporting them with external visibility to encourage that impulse purchase and category management expertise will get the best return from your freezer based on the latest market data. Our aim is to deliver value to our customers and help maximise ice cream category performance, and we have been able to deliver this by providing an excellent quality product, and commercials that allow our retail partners to capitalise on additional margin. Q. How significant are your marketing plans for the next 12 months? A. We are rolling out a high visibility marketing campaign across the island of Ireland to introduce Irish consumers to the new Dale Farm identity. Covid-19 challenges mean we have had to be innovative in how we deliver this – we aren’t able to go to events and offer samples as normal, so it’s about engaging innovatively through digital and all of the traditional media channels as well as in-store activation. Our advertising campaign is all about bringing consumers into the world of Dale Farm – to tell our story and what we’re all about in a wholesome, heartfelt way.
Ice Cream CATEGORY FOCUS
Mindful indulgence With over a third of consumers treating themselves more than ever, luxury ice cream brands like Häagen-Dazs, are in the ideal position to respond to that demand for extra comfort and pleasure, more relevant than ever in 2021, with new formats and innovations. The brand provides retailers, and in turn consumers, with solutions for various needs and consumption opportunities. The tubs tap into the sharing at-home occasion, while the mini cups provide individual portion-sizes, ideal for those sharing opportunities, while also catering to the mindful consumption trend. If people are going to indulge, they’re going to do it well. Luxury ice cream is a conscious treat spend; the brand prides itself on providing taste enjoyment that delivers every time and that’s what shoppers want; brands that consistently deliver. Research shows that product quality and distinctiveness are the most important factors to buyers seeking a luxury experience – Häagen-Dazs over-indexes in both of these purchase drivers, that’s why it is so trusted by consumers Within wellness, Häagen-Dazs is seeing strong growth in both areas of mindful consumption that it plays in: Gelato and standard Mini Cups, as people look to cut calories and gain better portion control. The different portion sizes support consumer choice and allow shoppers to control their level of indulgence. The gelato
Moo’d Irish ice cream comes from the green hills of Cavan handcrafted by a group of Irish experts and enthusiasts (and cows, don’t forget the cows!). A 100% quality Irish product using dairy milk and cream from over 2,100 farms across the country, the brand has been serving happiness aka whirlies, cones, soft-serves, milkshakes and sundaes in Centra and SuperValu stores across the country since 2016 and is now in over 260 stores nationwide. Moo’d is all about natural ingredients and simplicity, that’s why it steers clear of vegetable oils that could take from the
Sustainability
Rapture is Dale Farm’s premium chocolate ice cream bar range, and the only Irish brand operating in the chocolate stick category. Irish consumers have fallen in love with the luxuriously creamy ice cream range, with sales reaching €1.4 million last year, growing at a phenomenal rate of 160%. Rapture is enjoyed across the island of Ireland, whether it is on the go as an impulse snack or as an at-home treat with the range of multi-packs each containing three full size Rapture ice creams. The core Rapture range is available in Triple Berry, Salted Caramel, Honeycomb and Mint. Just launched this year is the super indulgent Rapture Signature range, which has two variants, milk and white chocolate, both filled with luxurious dairy ice cream with double cream and vanilla pods.
Holy cow!
Gin
Rapture, Dale Farm’s premium chocolate ice cream bar range, grew at a rate of 160% last year
Ice Cream
*(Source: Nielsen Scantrack - Total Ice Cream Total UK incl discounters EPOS.52w/e 26 December 2020)
Soft Drinks
range – an 150-kcal offering in 95ml cups – is growing +29%, and the standard Häagen-Dazs Mini Cups at +12%. The core range still meets the mindful consumption trend with high quality, premium ingredients (fresh real cream and no artificial colours, flavours, palm oil or emulsifiers), so shoppers look to the brand as a trusted indulgence. Shoppers have been trading up into premium brands over the past year and as a result have seen luxury tubs significantly and increasingly out-pacing everyday tubs (+24% vs. +19% growth YoY*) so demand for luxury remains a big opportunity within ice cream.
Sugar Confectionery
>> “Our latest ice cream research conducted in January 2021 with 1,500 Irish ice cream consumers uncovered new trends in how, and when, Irish consumers are eating ice cream. At present, the biggest ice cream occasion is as a snack between meals, rather than necessarily as a dessert or on the sofa with a movie. The findings have been enlightening in a number of areas and will inform our innovation pipeline and how we sell and market our ice cream going forward.” The impulse ice cream category also had a good year, growing by 14.7%, in part helped by the good weather last spring. In the same period, Dale Farm grew by 34% in the impulse category. Nigel Cairns cites Dale Farm’s route to market as a major factor in the brand’s ongoing growth. “We are the only company in the Irish ice cream market that owns the route to market for the entire island,” he says. “At a time when many supply chains were under pressure due to Covid and Brexit challenges, the fact that we don’t use outside agents or outside distribution meant that our supply to our customers remained uninterrupted.” Dale Farm impulse ice cream products and impulse freezers can be found in over 3,000 convenience stores across the island of Ireland with an extensive portfolio of Dale Farm impulse ice cream products as well as the Mars ice cream lines, for which Dale Farm is a distributor across Ireland. New packaging and brand visuals including rebranded in-store freezers are being rolled out to all of Dale Farm’s retail partners from the end of March onwards. Dale Farm’s fleet of lorries are also being rebranded to reflect the new look and drive continued awareness of the new Dale Farm brand identity.
57
Moo’d uses milk and cream from over 2,100 farms across Ireland
www.shelflife.ie | ShelfLife April 2021
creaminess of the dairy. It’s this creaminess and superior quality that has earned Moo’d Irish ice cream a Blás na hEireann Award and two Great Taste Awards. The team behind Moo’d says: “Whether you have the Monday blues or you’re riding high on that Friday feeling, we’ll do our best to uplift your mood to that next level. Give us a whirl.” Consumers can also chill at home with the Moo’d range of take-home tubs available in the
brand’s most popular flavours; Madagascan Vanilla, Mint Chocolate Chip, Cookies and Cream Gelato as well as Salted Caramel and Chocolate Brownie.
Nation’s favourite whipped ice cream The nation’s best-selling whipped ice cream for over 40 years, Angelito states it is the longest established and best loved whipped ice cream Angelito is Ireland’s favourite whipped ice cream
Ice Cream
Soft Drinks
Sugar Confectionery
58 CATEGORY FOCUS Ice Cream
Sustainability
Gin
in Ireland. Angelito provides up to 85% net margins per cone making it the best profit generator in any retail outlet. Aside from its flavour, it is gluten free, so ideal for wheat intolerant and consumers with coeliac disease. Enjoy year round sales of Angelito in tubs, desserts, sundaes and freshly made milkshakes to give fantastic sales and great margins. Small in size, big in profit, a Carpigiani soft ice cream machine and Angelito
IRELAND’S FAVOURITE SOFT ICE CREAM
LESS FAT - LESS SALT - LESS CALORIES
MORE TASTE
Ireland’s best selling whipped ice cream mix for over 40 years. Angelito has the highest yield of cones per litre on the market, providing up to 85% profit margin per cone. This makes Angelito the best profit generator in any retail outlet.
+
= PROFIT
Call the “Ice Cream Experts”, Martin Food Equipment ROI Callsave 1850 30 36 36 NI FreeFone 0800 783 98 59 info@mfe.ie www.martinfoodequip.com ShelfLife April 2021 | www.shelflife.ie
ice cream menu make a great duo. Easy to integrate into any business, your customers will love to come back for it again and again. For information on what’s trending this season and bestselling Angelito desserts, top of the toppings and coolest ways to whip up new profits in your business, contact Martin Food Equipment, ‘The Ice Cream Experts’ on Callsave 1850 30 36 36 or NI FreeFone 0800 783 98 59. ■
OPINION 59
Why has the IFA decided to pick a fight with the discounters? Lidl has brought the Irish Farmers Association (IFA) to court over claims that that it is misrepresenting its own-brand milk but is the IFA just looking to highlight squeezed margins in the absence of a food ombudsman? Fionnuala Carolan reports
F
armers have been complaining of getting too low a price for their produce whether that be milk, vegetables or beef for as long as we can remember. Retailers are often criticised over discounting of vegetables in the lead up to Christmas. Due to a small number of large retailers controlling the market, the farmers’ bargaining power has dwindled over time. This is why the government is looking to establish a food ombudsman in Ireland to rebalance the power. Following a Sunday Independent ad on 14 March, Lidl Ireland brought a case before the High Court to refute claims made by the Irish Farmers Association that it has misled customers. Lidl said allegations that its own-brand milk is not Irish are untrue and defamatory. Meanwhile, IFA president Tim Cullinan said the reason they launched the campaign was to highlight that both Aldi and Lidl were allegedly using fictitious dairies and creameries in their branding and that retailers’ own brands were destroying margins and misleading consumers along the way. “They are using their own brands to drive down the prices they pay to their suppliers,” Cullinan said. “These brands displace wellestablished ones that return a higher margin to farmers.” Own-brand now accounts for 80% of milk sold in the Irish market and the farmers’ fear is that consumers are choosing own-brand milk over co-op branded milk, which commands a higher price because, the IFA claims, they believe that the likes of Coolree from Lidl and Clonbawn from Aldi are actual dairies and consumers think they are supporting local Irish farmers directly. The IFA added that the established brands are trusted and “cannot be sidelined”. The IFA is hoping that a new food ombudsman/regulator, promised by the government, will deliver full transparency
on labelling and pricing and rebalance the trading arrangements between retailers and suppliers. “As farmers we have to get a better return,” Cullinan said. “Our food is produced by real farm families who are working around the clock and to the highest standards.”
Lidl and Aldi refute claims Lidl says that the claims made by the IFA are extremely damaging to its reputation and wants an injunction to be applied under Section 33 of the 2009 Defamation Act, which would stop the IFA publishing such statements. Represented by Martin Hayden SC, and Jennifer Goode BL, Lidl stated that its ownbrand one-litre milk comes from Arrabawn in Co Donegal, while its two and three-litre milk is supplied by Strathroy in Omagh, Co Tyrone. Lidl claims that it never represented that its milk comes from a creamery or dairy called ‘Coolree Creamery’ and that the brand is a registered trade mark for its own product. Lidl also rejects claims that it has engaged in a branding strategy to drive down prices paid to dairy farmers, who it says are paid via milk processors for all product supplied. Other retailers get their milk from some of the same processors. According to Teagasc, 14 milk processors are engaged in milk collection and processing in Ireland. Futhermore in a statement to the Irish Farmers Journal, group buying director for Aldi Ireland John Curtin said 100% of Aldi’s Clonbawn branded milk and cream was sourced from ROI farms. The National Dairy Council mark refers to milk that is produced and packaged in the Republic. “The majority of our milk is processed in the Republic of Ireland and carries the NDC mark, but as some of our milk is packed in Omagh, it therefore cannot carry the NDC mark”, Curtin said.
Lidl has brought a case against the Irish Farmers Association, stating that the claims made by the IFA about its own-brand milk are extremely damaging to its reputation
Farmers’ frustrations This case brings to light how large retail has the ability to devalue produce from Irish farms through own-brand tactics. The question is whether Aldi and Lidl were used as a ploy to simply highlight farmers’ frustrations at low margins in general? After all, the farmers need to keep the pressure on to stop margins eroding further. Lidl and Aldi might have been called out this time but other retailers could potentially be in the firing line soon too. IFA’s Liquid Milk chair Keith Boyle told the Irish Farmers Journal that the IFA planned to highlight further injustices in the industry. “Unfortunately liquid milk is not the only category of farm produce that is suffering due to the erosion of farmer margins by retailers,” Boyle said. “The IFA plans to continue its campaign to highlight the issue across other farm produce categories. That has to stop – otherwise the inevitable outcome will be the exit of farmers from fresh produce markets.” The judge has adjourned the case by Lidl against the IFA until later this month. The hope is that these kinds of disputes between the farming community and the retail sector become fewer with the arrival of the food ombudsman who can hopefully dissolve these issues before they end up in court like this one. ■
www.shelflife.ie | ShelfLife April 2021
A soft spot for you!
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
60 CATEGORY FOCUS Soft Drinks
J
ust as warmer days and sunny weather appear, there’s no doubt that consumers will be reaching for their favourite soft-drink refreshment. Indeed the pandemic has seen the nation up our exercise levels and regular walks have become a daily feature of life for many of us. An estimated 3.1 million people are regularly walking. Research conducted by Ipsos MRBI on behalf of Sport Ireland – which was spread over five phases beginning on 28 February 2020 – showed that 710,000 people are regularly participating in the category of exercise, 680,000
people are running and 510,000 people are cycling. Soft drinks brands have come a long way in recent years, bringing a renewed focus on natural flavours and value for money as well as the all-important taste. In line with both consumer health trends and the sugar tax, manufacturers have maintained growth through product reformulation and highly focused marketing strategies. Juice, carbonates and energy drinks have successfully expanded their low and no sugar offerings. Sports drinks companies have likewise focused on cutting down sugar, while sponsorship remains
Mystery set to intrigue shoppers Coca-Cola HBC Ireland & Northern Ireland has announced the launch of #WhatTheFanta, bringing more mystery to the soft drinks aisle in 2021. #WhatTheFanta is the latest innovation from Fanta, a wellloved brand worth €20.6m/£19.6m and in 1.1%* growth. #WhatTheFanta is delivering on consumer demand for zero sugar variants and flavour innovation whilst bringing some fun and personality to the soft drinks fixture. For the first time in Ireland and Northern Ireland, a new, bright blue mystery Fanta variant is rolling out in 500ml and 1.75L packs between now and early May. The liquid inside the bottle could be one of several exciting zero sugar flavours – and the pack gives nothing away. To solve the riddle, consumers are invited to scan the QR codes
ShelfLife April 2021 | www.shelflife.ie
Fanta is launching a bright blue mystery variant as part of its #WhatTheFanta campaign
on-pack to unlock a series of interactive online clues and a six-part content series ‘Flavours Unsolved’, which will develop each week, to sustain interest and intrigue. The mystery flavour will finally be revealed to eager consumers in the climactic scene of episode six of the
As Ireland’s Covid restrictions continue, the great outdoors is likely to play a central role in all our recreational and exercise activities for quite some time to come. It’s therefore crucial to ensure you don’t disappoint those customers looking to cool down with a refreshing beverage during their jogs or walks, as well as catering to those seeking takehome options
a core strategy. Euromonitor Ireland, in its latest report on the soft drinks sector, published in December 2020, reports that the clean and green trend will intensify into the five-year forecast period, while the “surge in alternatives will alter the landscape in coming years”. Drinks with added benefits and vitamins are also appealing for the growing number of healthconscious consumers. Flavoured waters are likewise a popular choice for many shoppers, with the flavoured waters segment representing a €16m* value market. Of course, soft drinks brands have been affected by the closure
of foodservice outlets during the Covid-19 pandemic. With restaurants and bars remaining closed, or possibly open with limited seating outdoors as the summer progresses, it is more important than ever that retailers have an ample choice of bestselling soft drinks on offer. Make sure you’re well stocked with options bursting with on-shelf appeal, and read on to learn more about some of the must-have brands on offer alongside the marketing campaigns set to make a splash this summer.
mockumentary. Fanta point-of-sale (POS) materials will create theatre in-store and online – challenging shoppers and brand fans to get involved with the campaign and sample the variants. The campaign recently launched in Ireland and Northern Ireland and will run as digital, out-of-home (OOH) and on social channels. “#WhatTheFanta is the latest Fanta campaign to spark the curiosity of consumers and encourage experimentation,” said Andrea Whyte, marketing director of Coca-Cola HBC Ireland and Northern Ireland. “Fanta is renowned for exciting and engaging consumers with fun new flavours and inspiring campaigns,” she added. “The latest variant #WhatTheFanta is sure to capture their attention, tapping into their experimental and playful side while satisfying their appetite for zero sugar beverages.”
Wiiings with watermelon!
*(Source: Nielsen, MAT Value Sales w/e 28 February 2021)
Red Bull with the taste of Watermelon is a refreshing take on the classic Red Bull Energy Drink, a perfect choice for warmer days ahead. Launched in 2020 initially as a limited-edition product for summer, Red Bull with the taste of Watermelon proved the brand’s most successful flavoured energy drink to date, earning a permanent place in the Red Bull range as the Red Edition. Red Bull with the taste of Watermelon is available in 250ml matte red cans. Currently, the Red Bull Energy Drink is available in over 170 countries worldwide and almost 7.9 billion cans of Red Bull were consumed last year. A 250 ml/8.4 fl oz can of Red Bull Energy Drink contains 80 mg of caffeine, about the same as in a home brewed cup of coffee. Visit RedBull.ie to learn more.
Gin
Since launching last year, Volvic Touch of Fruit Mango & Passionfruit has become the fourth best-selling SKU within all flavours
Sustainability
Ice Cream
Soft Drinks
Sugar Confectionery
62 CATEGORY FOCUS Soft Drinks
Must-stock flavoured water Health continues to be a dominating trend across most categories, including soft drinks. It can mean different things to different people: cutting down calories, reducing alcohol intake or prioritising natural ingredients. When considering stocking a healthy soft drink, consumers naturally turn towards flavoured water, making it a must-have in your range. In Ireland, flavoured water represents a €16m* value market. Within that, Volvic Touch of Fruit represents 80% of the flavoured still market share*. Volvic Touch of Fruit is a refreshing blend of Volvic Natural Mineral water, with a touch of natural flavouring. The brand’s sub ranges are respectively low in sugar or have no sugar at all. To make sure consumers are not compromising on taste while enjoying their low sugar or sugar free option, Volvic Touch of Fruit offers a variety of flavours. The best sellers are Strawberry, Lemon & Lime and
Volvic Touch of Fruit represents 80% of the flavoured still market share
ShelfLife April 2021 | www.shelflife.ie
the newly hugely popular Mango & Passionfruit, which became the fourth best-selling SKU* within all flavours since its launch last year. Volvic Touch of Fruit is seeing great performance, with value sales up +21%* year-on-year and a market share growth of +36%, remaining the number one flavoured water brand in Ireland*. A must-stock for summer 2021! *(Source: Nielsen, MAT Value Sales, w/e 28 February 2021)
Unleashing a new force
adopted the category as young adults, but many have matured and evolved as consumers since then, and they’re calling out for something new. “Rubicon Raw ticks all their boxes and performed exceptionally well in research. Consumers recognised that it offers something very new and different and it achieved exceptionally high purchase intention levels, with four in every five big can energy drinkers expressing a positive intent to buy*. “The number one reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice*, which together with caffeine from green coffee beans and B-vitamins, provides a big energy hit that is full of flavour.” The Rubicon Raw range comprises three variants - Raspberry & Blueberry, Orange & Mango and Cherry & Pomegranate, with natural flavours and no artificial colours. The launch will be supported by a consumer, social and shopper marketing campaign designed to raise awareness and encourage trial. The levy-free 500ml range is available in plain packs (RSP €1.49) with a range of in-store POS to signpost the category. Interested in stocking the range? Email salesoffice@agbarr.co.uk. *(Source: JVA Consumer Research, November 2020)
Daily dose of vitamin D
Rubicon Raw is made with 20% real fruit juice, which together with caffeine from green coffee beans and B-vitamins, provides a big energy hit
Barr Soft Drinks is launching a big can energy drink from Rubicon. Rubicon Raw, an innovation built on a foundation of consumer insight, offers something the brand believes is truly new and different to today’s energy market. “We’ve launched Rubicon Raw to meet the needs of today’s developing energy consumers,” says Adrian Troy, marketing director at Barr Soft Drinks. “We have invested heavily to understand the energy consumer better, and what’s relevant in their lives today,” he adds. “They
As the call for the Irish government to include Vitamin D as part of a national strategy in the fight against Covid gathers pace*, a Dublin based beverage company has launched a range of zero calorie, zero sugar, tasty waters that contain immune boosting vitamin D, along with vitamin C plus energy enhancing vitamins B5, B6 and B12. Number1 Water with Benefits offers a cool, crisp, refreshing
Number1 Water delivers an individual’s daily dose of vitamin D
drink that delivers on taste, is sugar and calorie free with no artificial colours or flavours to boot. Deirdre Lowry for the Dublin based distributor of Number1 Waters, Dalcassian Wines said: “These drinks deliver what today’s health conscious consumers want; all the taste, healthy benefits, and without the sugar or high calories. They are a delicious way to boost the immune system and increase vitamin D levels as recommended by many health professionals in the fight against Covid.” The Number1 drinks will be available in stores across Ireland this spring. *(Source: www.thejournal.ie/vitamin-dcovid-5362634-Feb2021)
Superior taste intensity The Sanpellegrino Italian sparkling drinks range with its iconic red star symbol, prides itself on offering a superior taste intensity, with 16% minimum real fruit juice and no artificial sweeteners. According to the brand, a delightful blend of natural fruit tastes and sparkling water is the perfect mix to mentally transport consumers to the shade of orange groves in sunny southern Italy. These premium sparkling drinks are made with natural ingredients and are moderately sweet with small bubbles for a uniquely refreshing taste. Presented in a vibrant 33cl can, they carry a foil eco-lid to maintain a clean drinking area on the can, so fans can fully enjoy the refreshing taste of Sanpellegrino. The range is available in six-packs, with six flavours - Sicilian Orange, Lemon, Blood Orange, Grapefruit, Lemon & Mint and Pomegranate & Orange. The Orange and Lemon variants are also both available in single cans. Also available from Sanpellegrino is a 200ml glass bottle range of Organic sparkling drinks, which comes in three flavours; Orange, Lemon and Blood Orange. These tasty drinks are made with 100% organic Italian fruits and organic raw cane sugar, packaged in a premium glass bottle four-pack. In addition to the above, the Sanpellegrino mixers range is available in a 200ml glass bottle four-pack. With a sophisticated taste, they are perfect for an early evening aperitif, and come in three flavours: Oak Wood Tonic, Citrus Tonic and Ginger Beer. ■
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
64 CATEGORY FOCUS Sugar Confectionery
Sweet taste of success With bright colours and joyful, novelty designs, sugar confectionery is naturally one of the most eye-catching categories in-store, and producers are capitalising on this with enticing RRPs and impactful display units. Don’t miss out on potential sales during the current times when many shoppers are looking for a little treat to brighten their own and their little ones’ day, by checking out the latest brand developments
W
hen it comes to products that consumers impulse buy, sugar confectionery is particularly tempting, especially amongst children. Even as we become more health
conscious as a nation, the odd bit of confectionery remains an important part of the Irish diet. Euromonitor put the total value of sugar confectionery sales in Ireland at circa €180 million in 2020. It also highlighted more
Smiles all round! The word Sonas comes from the Irish word meaning happiness, and this confectionery range is sure to create smiles! Sonas Sweets have been developed and distributed by Ampersand which has been working within the confectionery area for the last few years. After seeing the demand in Ireland, Ampersand decided to create its own brand of sweets and launched Sonas Sweets, a quality range that is fully compliant, with vibrant packaging and gives a nod to its Irish heritage. The Sonas Sweets range includes a €2 mix-up bag and €1 hanging bag which has now been extended to 23 different varieties since its launch. The range has all the favourites including jellies, sour sweets, bonbons, and liquorice pencils.
Sonas Sweets 100g hanging bags offer an ideal treat-sized portion priced at €1
ShelfLife April 2021 | www.shelflife.ie
Sonas Sweets 230g mix-up bags are great for sharing and on-the-go convenience
The 100g hanging bags offer a perfect treat-sized portion priced at €1. The 230g mix-up bags are great for sharing and on-the-go convenience, ideal for school bags or car journeys and as the bags can be resealed it means they don’t have to be eaten in one sitting. Retailers and consumers can also be assured in these challenging times where hygiene, health and food safety are at the fore of people’s minds that Sonas Sweets are a premium quality offering and the highest standards of food safety and compliance with legislation have been ensured for the wellbeing of consumers. Sonas Sweets mix-ups are all hand-packed in a factory in double laminate bags with a re-sealable tab which are fully compliant with traceability and best-before-date along with
natural confections as a prevailing trend, as consumers look to reduce their sugar intake while still wanting to enjoy a treat. Price-marked packs reassure shoppers that they’re getting value-for-money and can also be
a deciding factor in driving those all-important impulse purchases. Likewise, eye-catching point of sale stands create fantastic in-store theatre and can help a shop to stand out from nearby competitors.
strict controls and conditions carried out by staff throughout the production and packing processes. Each sweet in the Sonas Sweets mix-ups has also been carefully selected in a tasting panel to ensure quality and to provide the consumer with the best selection of sweets in the offering and a bag of treats that will have something for everyone! If you are interested in stocking Sonas Sweets, get in touch with Ampersand on 01 4130150 or email info@ampersandsales.ie or you can make contact via the website at www.ampersandsales.ie.
business and is now the number one sugar confectionery hanging bag brand in the UK. Drumstick Squashies original flavour has the highest rate of sale out of all £1 price-marked sugar confectionery packs, which according to the brand, makes it a must-stock hanging bag. The price-marked packs represent a key opportunity for convenience retailers as consumers look for price reassurance to ensure they are getting value for money. Price-marked packs account for 90% of Squashies that are sold in symbols and independents. For those customers seeking a single portion sweet treat for on-the-go consumption, the range is also available in 45g bags of the Original Raspberry & Milk, Sour Apple & Cherry and Bubblegum flavours.
Number one hanging bag brand Squashies continues to be a huge success story for the Swizzels
Price-marked packs account for 90% of Squashies that are sold in symbols and independents
Sugar Confectionery CATEGORY FOCUS 65
Plenty of shopper enticemint!
Ice Cream Gin
Anthon Berg is the leading global manufacturer of chocolate liqueurs
Sustainability
Ferrero’s Tic Tac core range includes Lime & Orange, Cherry Cola Mixers, Fruit Adventure, Intense Mint and Fresh Mint flavours, catering for a host of different shopper tastes. With consumers increasingly looking for mint, fruit and extra-strong mint flavours, the Tic Tac range is a great way for retailers to unlock impulse purchases, especially as part of a wider shop. The Fresh Mint flavour is arguably what Tic Tac is most recognised for, and the ever-present product is available alongside Intense Mint as part of the core range. Both of these products meet the growing
demand for mint flavours and are available in T1 and T100 packs, with Fresh Mint also available in a T200 format. “Now more than ever, shoppers have a functional approach to their visits, and have a clear idea of the products they need before entering the store,” says Levi Boorer, customer development director at Ferrero UK and Ireland. “The mints category in general is impulsive, so product availability and popular brands are key in helping to capture shopper attention. By stocking our muchloved Tic Tac core range, retailers can enable shoppers to pick up something extra that can give them a little treat to enjoy later.”
Soft Drinks
The Tic Tac range caters for a host of different shopper tastes
With travel bans in place for many months now, we have been denied the pleasure of browsing in Duty-Free outlets. Most of the world’s leading brands share this space, and we all delight in spoiling ourselves or our loved ones with a special gift-purchase. Anthon Berg is the leading global manufacturer of chocolate liqueurs, and its products can be found in almost all Duty-Free locations. Shelton will launch these extra-special liqueurs in 2021, with several flavours, sizes and pack formats available for those indulgent moments.
With space at a premium in most stores, it is essential to derive the maximum return from expensive retail areas. While planograms can deliver an effective result, the modern consumer expects and now demands better quality, greater variety and choice selections, with a fast purchasing experience. Bespoke point-of-sale and easily merchandised solutions are highly effective in maximising space, provide physical and visual breaks in-store, and deliver higher margin sales. Shelton distributes several brands which offer retailers fantastic point-of-sale solutions, with high-margin potential.
Sugar Confectionery
In-store impact
www.shelflife.ie | ShelfLife April 2021
66 CATEGORY FOCUS Sugar Confectionery
Sustainability
Gin
Ice Cream
Soft Drinks
Sugar Confectionery
Pez dispensers are now collected by many famous people, with extremely rare dispensers changing hands for tens of thousands of dollars! 2021 will see a new collection from the movies, including Disney, Marvel Heroes, L.O.L. Surprise, Masha & the Bear, and many more. Pez has several stands and point-of-sale aids available free-of charge, and the basic packs have a recommended retail price of €2. Pez Maxi-bags and gift packs are also now available, priced from €4.95. Look-O-Look creates high quality and very special innovative novelties for the young and young at heart. Gifting and sharing packs were in great demand during 2020, and LookO-Look’s Flower Candy Bouquet sold in increasingly large volumes,
Barkleys tins are fully recyclable and re-sealable “Tastefully Intense Mints” is how Barkleys describe its range of premium designed tins of breath-mints. Cinnamon, Ginger, Liquorice, Peppermint and Spearmint flavours comprise the range currently available in Ireland. Retailing at €2, and with counter-stands and floorstands on call, Barkleys can fill a hole in your mint sales, while the tins are fully recyclable and re-sealable. Cavendish & Harvey is the global brand-leader in its sector. The brand produces real fruit flavour hard candies in recyclable, re-sealable ‘Travel Tins’. The Irish range of 11 flavours includes Mixed Fruit
A new Pez collection will appear from from the movies this year, including Disney, Marvel Heroes, L.O.L. Surprise, Masha & the Bear, and many more
Drops, Wild Berries, Multivitamin, and Tropical Mix, with the bestsellers now also available in sugar-free tins, for those looking to reduce their sugar intake. Distributor Shelton hopes to see soft-centred drops arrive later in 2021. With several types of POS available, and priced from €2.50, the Cavendish & Harvey range also includes Gift Jars for everyday and seasonal gifting.
Dedicated floor stands are available free of charge with the LookO-Look range
Trolli’s Gummi Burgers’ RRPs of €1 or £1 are ideal for a one coin purchase
Trolli is developing a new range of 100g bags of Gourmet Jellies, which will launch a complete new re-brand of the company later this year – watch this space! Walker’s Nonsuch Toffees are made with only the finest ingredients, using whole milk and butter. Walker’s launched its unique Double-Choc Toffees in 2020, and it has already become its bestseller in 2021. The creamy butter toffees are enrobed twice in a high quality milk chocolate to give an intense and full-flavour taste, and each piece is individually flow-wrapped to seal in that fabulous flavour. Recommended to retail at €2, dedicated stands are available. Traditional slabs of toffee, bulk and gift packs are also available from Shelton. Contact the Shelton team at so@shelton.ie, and online at www.shelton.ie ■
Cavendish & Harvey’s real fruit flavour hard candies come in recyclable, re-sealable ‘Travel Tins’
and especially through online sales. Watch out for the new Look-O-Look Trio-Packs, Candy Take-Away Pizzas and Candy Burgers. Look-O-Look hanging bags retail at €2, with 21 varieties and dedicated floor stands available free-of-charge. Trolli’s Gummi Burger display can be merchandised in seconds, and offers 50grm of delicious Gummi Jelly Burger bites for great impulse purchases. The RRPs of €1 or £1 are ideally priced for a one coin purchase.
ShelfLife April 2021 | www.shelflife.ie
Each Walker’s Nonsuch Toffee is individually flow-wrapped to seal in its fabulous flavour
OFF-TRADE NEWS 67
poitín maker micil distils first Galway whiskey in over 100 years
Pádraic and Jimín Ó Griallais
Micil Distillery is distilling and laying down Galway’s first Irish whiskey in over a century. Sixth generation Connemara distillers Pádraic and Jimín Ó Griallais are following a family tradition going back over 170 years, when their great-great-great grandfather, Micil Mac Chearra, began distilling on a hillside in South Connemara. Despite the continued challenges in 2021, Micil, already renowned for its poitín and gin, is now adding whiskey to its repertoire and also creating new jobs within its team in Galway. While Micil’s own whiskey matures, the distillery is releasing two initial independently bottled Irish whiskeys in the summer of 2021. In 1911, the last of the great Galway distilleries closed its doors at Nuns Island, and legal whiskey production ceased in the county. However, poitín/’fuisce’ distilling continued in Connemara as it always had, and the old methods were preserved and handed down from generation to generation through the Irish language. Thus the Galway distilling tradition was kept alive, and the Micil legacy was born. 2021 will be Micil Distillery’s busiest year to date as the brand takes its first (legal) steps into the Irish whiskey category and begins to export to international markets. For more information, visit www.micildistillery.com or contact mark@micil.ie.
Dubliner Whiskey celebrates new design Distilled in the heart of the Liberties district of Dublin, the award-winning Dubliner Whiskey is not changing what is inside the bottle. However, a new logo and bottle design forgo traditional packaging in favour of an updated contemporary look and feel. Created by an all-Irish team, the new design puts the focus squarely on the brand’s distinct personality and provenance. The Dubliner Irish Whiskey is part of the Dublin Liberties Distillery’s portfolio of Irish whiskeys, majority owned by Quintessential Brands. A young, dynamic team are hard at work at the distillery, opened in February 2019 and considered one of the leading players in reviving Dublin’s local whiskey production. Hip hop duo Tebi Rex have also updated Irish staple ‘The Auld Triangle’ to reflect modern Dublin in line with the brand’s new look and feel. The new look will be introduced across the core range: The Dubliner Irish Whiskey and The Dubliner Whiskey & Honeycomb. In addition, refreshed brand creative is being rolled out across the globe in 2021 - including a new website, advertising campaign and new communications on social media channels. The Dubliner range is available to purchase online at www.theDLD.com, and at Dunnes Stores.
The simplicity of the Dubliner’s new packaging aims to reflect the straight-talking style for which Dubliners are renowned
Killarney Brewing & Distilling Company launches Irish blended whiskey Killarney Brewing & Distilling Company, which has been producing quality beers since 2015, has unveiled the next chapter in its evolution with the launch of an eight-year-old premium blended Killarney Irish Whiskey. Killarney Irish Whiskey is blended, finished, bottled and hand labelled in Killarney. The whiskey will be packaged in handcrafted wooden boxes and sold together with Killarney’s latest innovation, Imperial Stout. The Irish whiskey is finished in Killarney’s own small-batch Imperial stout casks, a stout that was designed to complement the flavours of the whiskey blend. This limited-edition pairing of Killarney Irish Whiskey and Imperial Stout, of which just 1,092 bottles have been produced, was launched in celebration of the year ‘The Annals of Inisfallen’ was released, in homage to the storied monks of Innisfallen Island located in Lough Leane, Killarney. Killarney Brewing & Distilling Company is in the process of building a new brewery and a custom-built malt and grain distillery. On the heels of a €24 million investment, the stateof-the-art 62,000sq ft facility on the Ring of Kerry will overlook the McGillycuddy Reeks and lakes of Killarney. Killarney Irish Whiskey and Upon completion, the new premise will Imperial Stout are available be Ireland’s largest independently owned while stock lasts at local and co-located distillery, brewery and visitor Kerry outlets and www. irishmalts.com for RRP €100 experience.
Bevella welcomes you on board for a new adventure Bevella is a strong, confident offspring of Ireland’s largest distributor, Primeline Sales & Marketing, whose vision is to be Ireland’s best independent brand-led distributor in the on and off-trade. For a Q2 2021 launch, Bevella will distribute a tight, but effective portfolio of emerging and on-trend Irish and international premium beverages. Bevella is a business which will focus on key business areas such as industry knowledge and understanding of customers, trade and trends, partnering and planning with brand owners, and nurturing reliable, supportive, revenue-driving interdependent relationships with publicans, wholesalers and retailers. The company’s partners to date include The Muff Liquor Company – Gin, Vodka and Whiskey, Blood Monkey Gin, Connacht Whiskey Company – Straw Boys Vodka and Poitín, Conncullin Gin, Ballyhoo Whiskey and the new Connacht single malt, Two Stacks Whiskey, Killowen Whiskey, Rum and Craft Gins and Xoriguer Mahon Gin. Bevella also has some amazing local and international craft beers and new top tier rum and tequila offerings. “Bevella will exude Primeline’s 30 years of experience and determination to bring diversity and new experiences to the Irish alcohol industry,” said Bevella director Paul McInerney. “Our experience, capability, imagination and resources are at your disposal.” For further details, call +353 87 332 6783 / +353 (01) 835 3000 or email beverage.adventures@bevella.ie ■
www.shelflife.ie | ShelfLife April 2021
68 MARKET MOVERS
Vuse BEFORE
Vype is evolving into Vuse
AFTER
At PJ Carroll (BAT Ireland), consumer safety is at the heart of the company’s approach to vaping. PJ Carroll doesn’t just outsource production – it oversees the full supply chain, from manufacturing to market, for its Vype, Ten M and Cirro vaping products, which undergo thousands of hours of testing before they reach adult consumers. • PJ Carroll has over 50 scientists who conduct a toxicological risk assessment of all e-liquid ingredients and device emissions to test their suitability for vaping. • E-liquids use pharma grade nicotine and food grade flavourings. • The company notifies the HSE six months in advance of new products being launched. • PJ Carroll complies with all Irish and EU legislation for battery and electronics safety and its devices are CE certified. As Vype, the brand seeks to inspire consumers with high quality products. This has led Vype to gain recognition and trust from both you and your customers. It is now evolving into Vuse, a global brand that will be connected and aligned with the ever-evolving needs of consumers. Through a revamped brand look and feel, product upgrades and more choices for your customers, the brand will continue to inspire and be at the forefront of innovation. Rest assured that Vype and Vuse will be fully compatible with each other. Your PJ Carroll representatives will guide you through the transition in the coming months and show you how you can help consumers navigate the exciting changes ahead.
Tayto
Tayto Cheesatees are available in 120g sharing bags (RRP €2.59) and six-pack multipacks (RRP €1.89)
Feed your cheesiosity with new Tayto Cheesatees Tayto, Ireland’s number one crisp and snacks brand*, has launched new Tayto Cheesatees. Mr Tayto has been busy in the kitchen creating the new Tayto Cheesatees which “deliver a big cheese flavour and guarantee a big cheesy smile!” These light, puffy snacks are flavoursome with a ‘melt in your mouth’ texture. The snack legend is advising shoppers to “cheese the day and feed your cheesiosity” by getting their hands on the new snack, available in stores nationwide. Tayto Cheesatees contain no added MSG, no artificial colours or flavours, are baked not fried, and have only 79 calories per serving. They are available in 120g sharing bags (RRP €2.59)** and six-pack multipacks (RRP €1.89). For more information, visit www.taytocrisps.ie, www.facebook.com/MrTayto, Twitter.com/MrTaytoIreland, Instagram.com/mrtaytoireland #TaytoCheesatees #FeedYourCheesiosity *(Source: Nielsen Value Sales Jan 2021) **(Packs can be subject to special offer in different retail outlets)
ShelfLife April 2021 | www.shelflife.ie
Ferrero
Nutella Biscuits are available in a tube (166g) with a RRP of €2.50 and a pouch (276g) with a RRP of €3.50
New Nutella Biscuits already a hit with Irish shoppers Following an exceptional performance in mainland Europe last year, Ferrero has brought its popular Nutella Biscuits range to Ireland for the first time. Already available on-shelf in Dunnes Stores, Nutella Biscuits are the first biscuit to contain the popular chocolate hazelnut spread. The new range has already proven to be a hit with consumers, with early research indicating 86% of shoppers enjoyed the product. “After an extraordinarily successful launch in Europe, where many shops in Italy and France completely sold out, we’re thrilled to bring our latest Nutella innovation to Ireland,” said Levi Boorer, customer development director at Ferrero UK & Ireland. “The range caters to a range of shopper trends, with the tube format ideal for on-the-go consumption,” he added. “Our Nutella Biscuits pouch is a larger pack perfect for sharing with families, and has a seal to maintain freshness for longer. The Nutella name is loved and recognised by shoppers across the country. This excitement, coupled with the versatility of the range, will support retailers with increasing sales and footfall as the products hit shelves.” ■
70 HOTSPOTS Lidl and Aldi engaged in ‘flirty’ Twitter interactions back and forth ahead of Valentine’s Day
A Lidl shopper found a new pet in an unexpected place
Love letters?
Caterpillar conundrum
In news no one could say they predicted, Aldi and Lidl have been getting ‘flirty’ on Twitter. The two discount giants left Irish customers unsure how to react after they engaged in a surprising social media exchange ahead of Valentine’s Day. It all started when the official Twitter account for Aldi Ireland asked if Lidl Ireland fancied some Netflix and chill. Lidl fired back with: “Bit weird since most people think we’re related,” referencing the common misconception that the two retailers were set up by the same family. In return, Aldi suggested that “Maybe it’s time to tell everyone that we’re not actually related... yet” and added a playful winky face emoji. Aldi might have been coming on a little strong for Lidl, as it soon shared a picture that suggested it had blocked any more of Aldi’s responses. Aldi then took the exchange up a notch by sending a dozen red roses to Lidl’s head office. Of course, the flirty exchange between two retailers caused a stir online. One Twitter user admitted to ‘loving’ the “Valentine’s weekend love story” while another said the pair should: “Get off Twitter and open an extra checkout.....BOTH OF YE!!”
We’ve all been guilty of bringing home the odd trinket from Lidl’s much loved middle aisle. Run in for a pint of milk and you could come out with two sun loungers and a trumpet. It’s all part of the store’s unique shopping experience. One London-based family can contend to this fact. The Westons recently left the store not just with their weekly shop, but with a new pet… sort of. The family was delighted to find a caterpillar sitting among the leaves of their new mint plant. So delighted, in fact, that they named the ‘super cute’ caterpillar Minty and decided to keep him as a ‘pet’. The next day, however, they learned that little Minty had formed a chrysalis. To this day, the fate of the caterpillar remains unknown. Will he become a moth or a butterfly? For the family, they’re hoping it’s the latter.
Following the Twitterati ■ @Orla_Woodz I asked SuperValu in greystones to leave my shop at the door a few weeks ago as I was pregnant and staying away from people. The shopper read my request and added a packet of brownie bites and caramel squares to my order (for free) with a hand written note to say congratulations. ■ @KateRivington I got so excited at the supermarket just now when I realised my favourite bin bags were finally back in stock and omg is this my adult life now. ■ @griffski I’m having the kind of day where I want nothing more than to walk incredibly slowly around a big supermarket with my mam. That’s all. ■ @Elaine My plant obsession will grow even more now that @dunnesstores Liffey Valley have them for sale. ■ @SarahSurgery1 Blood boiling when someone leaves a basket at the supermarket till with the handles still crossed.
Chasing cheese A TikTok recipe has emptied supermarket shelves across the US. The simple dish involves browning a block of feta in the oven alongside cherry tomatoes and olive oil. Add pasta and you’ve got a quick, easy meal. Commonly known as baked feta pasta, the recipe became a viral hit in January and has since appeared across social media, news feeds and countless dinner tables. One North Caroline-based grocery chain, Harris Teeter, reported a 200% jump in block feta sales beginning in February. That’s the power of TikTok. It can turn a soft cheese into gold dust overnight.
Grocery across the globe Japan
Retail sales fell for the third month straight in February, as Japanese households kept expenditure low amid the ongoing pandemic. Retail sales fell 1.5% in February compared to the previous year’s figures, government data showed. The decline followed January’s 2.4% fall and a 0.2% drop in December. It has been reported that analysts are worried that a longer contraction in household spending and weakening exports raise the prospect of a slower economic recovery than initially thought.
Brazil
European grocery group Carrefour is set to buy its smaller Brazilian rival for €1.1 billion. Advent and Walmart have agreed to sell Grupo BIG. This is the largest deal undertaken by Carrefour chief executive Alexandre Bompard since he took the helm in 2017. If approved by competition regulators, the deal would combine Carrefour Brazil, the number one local player in food retail, with Grupo BIG, which is Brazil’s third-largest food retailer. The entity would have sales of about €15.3 billion and would operate 876 stores with 137,00 employees.
UK
Asda shop floor workers have won a key victory in a long-running dispute over equal pay, with the UK’s top court ruling they can compare themselves to staff at the group’s distribution centres. Law firm Leigh Day represented 44,000 current and former Asda shop floor workers in an equal pay claim against Britain’s third largest
ShelfLife April 2021 | www.shelflife.ie
supermarket group. The case was seen as a test case ahead of similar cases against the UK’s other big supermarket groups. Asda appealed to the Supreme Court against a Court of Appeal judgement in 2019 that lower-paid store staff, who are mostly women, could compare themselves with more highly paid distribution centre workers, who are mostly men, in pay claims.
Spain
Spanish delivery app, Glovo, has raised €450 million in a fundraising round that will help it expand its delivery service and grocery operations across Europe. The round was led by US investors Lugard Road Capital and Luxor Capital Group and included investments from German delivery app Delivery Hero SE, Drake Enterprises and GP Bullhound. With the funds, Glovo will expand its Q-Commerce unit, which is responsible for grocery and retail deliveries at its small warehouses that let it quickly fill orders. The Deliveroo rival said that in the biggest cities where it operates, it can make deliveries within 10 minutes using the Q-Commerce network.
Germany
On-demand grocery delivery start up, Gorillas, has raised $290 million in Series B funding, surpassing its $1 billion valuation. The company offers customers grocery delivery in just 10 minutes. The round was led by by Coatue Management, DST Global and Tencent, with participation from Green Oaks, Fifth Wall and Dragoneer. Its previous backer Atlantic Food Labs also followed on. ■
The
CENTRA RANGE
QUALITY AND VALUE OVER
7O0DU0CTS
PR
(The Centra Range varies by store. See instore for details)