How a strong local presence for Irish whiskey can offset US tariffs + Showing commitment
Marking four years of Nearby building strong community connections Hydration boosts performance
ShelfLife April 2025 Vol.32 No.4
Editor
DONNA AHERN
donnaahern@mediateam.ie
Staff journalist
RYAN BRENNAN
ryanbrennan@mediateam.ie
Contributors
CAROLINE REIDY
NIKKI MURRAN
SHAUNA BERNARD
PATRYK GORON
CAROLINE REID
Head of business
IAN MULVANEY (087) 2208486
ian.mulvaney@mediateam.ie
Account manager
MARK MORGAN (086) 8854930
mark.morgan@mediateam.ie
Circulation subs@mediateam.ie
Publisher JOHN McDONALD (01) 294 7744
john.mcdonald@mediateam.ie
Printing W & G Baird Ltd
ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control. For those outside these terms, annual subscription is €98.00 including postage & packing.
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
Taxing times
The recent imposition of a 20% US tariff on EU goods - double the rate applied to other nations - has sparked concern across Irish business and agriculture sectors. The Irish Business and Employers Confederation (IBEC) is urging the government and EU to respond in a proportionate, diplomatic manner, stressing the need for swift negotiations with Washington. IBEC estimates a short-term economic impact of 2 - 3% but warns of longer-term uncertainty.
The Irish Farmers’ Association (IFA) has echoed this concern, highlighting that the US represents 11% of Ireland’s food and drink exports. The elevated tariff rate compared to competitors like the UK and New Zealand could put Irish producers at a disadvantage, particularly in dairy and drinks.
Ireland’s exports to the US, valued at €1.9 billion last year - including €900 million in drinks and €500 million in Kerrygold butter - are now in the spotlight. While the pharmaceutical sector has so far been spared, AIB’s chief economist cautions that future tariffs could still disrupt key export flows.
As trade tensions rise, Ireland finds itself needing to balance diplomacy, economic defense, and strategic foresight. The next few months will be critical in shaping how we protect our global trade relationships.
Contents April
COVER STORY
24 Nearby celebrates its 4th birthday: As Nearby continues to grow so does its commitment to independent retailers, marking four years of Nearby building strong community connections and fostering successful partnerships.
NEWS&ANALYSIS
News grid
Seen and heard
FEATURES&REPORTS
14 Centra Drumcondra: Paul and Ger Thornton’s fresh take on the store is already making waves, with boosted sales and a focus on convenience design, and community.
20 Hydration boosts performance: Ireland and LeinsterrugbystarJoeMcCarthy, has officially joined Ballygowan as its newest brand ambassador.
26 Shopper satisfaction stabilises: The latest Shopper Intelligence data gathering feedback from 30,000 Irish shoppers shows a new period of stability in shopper satisfaction. Caroline Reid reports.
28 MACE Greenpark: Muhammad Tauqirand and his team took over the store’s operations five years ago, transforming the business into the thriving hub it is today.
65 Social diary: Check out who’s been out and about this month.
18 Recruitment: Nikki Murran outlines the top soft skills that shape how we interact with others in a retail environment that can in turn make or break a store’s reputation.
Donna Ahern
NEWSGRID
The top news stories in FMCG and retail from across
Ireland
Compiled by Patryk Goron
Irish brands to benefit as Amazon.ie launches today with ‘Brands of Ireland’ page
Irish brands are set to benefit from a new virtual shopping platform as Amazon.ie has recently launched with ‘Brands of Ireland’ page Amazon.ie has officially opened its virtual doors, offering customers in Ireland a wide selection of over 200 million products with low prices in euro, and ‘fast, convenient delivery and returns’.
Revenue seizes millions of cigarettes at Dublin Port
Revenue has reported that it has recently seized millions of cigarettes at Dublin Port with the assistance of a detector dog.
The illicit cigarettes, branded ‘Omega’, have an estimated value of over €6,900,000 with an estimated loss to the exchequer of almost €5,459,500
The seizure came as Revenue officers searched an unaccompanied container that disembarked from a ship from Antwerp Milo, Revenue’s detector dog, helped with the bust that led to the seizing of over seven million cigarettes.
Shares in AB Foods fall by 3.5% as Primark CEO resigns
Paul Marchant, Primark chief executive officer (CEO) has recently resigned following a recent allegation made by a woman.
Marchant later apologised to the woman, admitting to an “error of judgement” in a social environment.
The clothing retailer contributes roughly half of the group profit to Associated British Foods (ABF) which owns major sugar, grocery, agriculture and ingredients businesses.
Gala Retail searches for the ‘Nation’s Best Baker’
Gala Retail, one of Ireland’s leading community convenience retailers with over 220 stores nationwide, has teamed up with Virgin Media Television to launch a search for Ireland’s Best Baker and Junior Baker of the Year
Whether you’re a passionate home baker or a rising young talent, the competition aims to recognise and reward homegrown baking talent from every corner of the country and win a share of €4,500 in cash prizes, plus the opportunity to feature on Ireland AM.
Speaking about the launch, Gary Desmond, CEO, Gala Retail, said: “Gala stores are at the heart of communities across Ireland, and we are proud to support initiatives that celebrate the people and passions that make those communities special.
“Ireland has a vibrant and passionate baking community, and this is a great opportunity to shine a light on the talent that exists in homes, schools, and kitchens across the country
“From experienced home bakers to enthusiastic young talents, this competition gives people a national platform to showcase their baking skills and creativity.”
Adults are invited to compete for the coveted title of Ireland’s Best Baker and a prize of €3,000, while budding bakers aged 12 to 16 can enter the Junior Baker category, where the winner will receive €1,500
To enter, participants were asked to submit their original recipe along with a photo of their baked goods. Entries must fall into one of the following six categories – cupcakes, muffins, scones, breads, tart or traybakes.
The grand bake-off judging event will take place on 8 May, where the final winners will be crowned.
Dunnes holds steady as Ireland’s top grocer
Dunnes holds 24.4% grocery market share, with sales growth of 6% year-on-year, over the four weeks to 23 March 2025, according to the latest grocery data from Kantar
The research shows Dunnes shoppers picked up more volume per trip, with the strongest increase compared to the other retailers, up 1.9% versus last year, contributing a combined €15.6 million to its overall performance.
Greencore agrees deal to acquire rivals Bakkavor
Greencore recently agreed a deal in principle to acquire rivals Bakkavor, possibly worth €1.4 billion (£1.2 billion).
The supermarket sandwich maker is looking to strike a deal to create a food-togo giant.
Bakkavor is an international food manufacturing company that specialises in fresh prepared foods.
The deal aims to create a leading UK convenience food business with a combined revenue of approximately £4 billion.
EU citizens urged to stockpile enough essentials for three days
The EU Commission has recently urged its citizens to stockpile enough grocery essential supplies for a minimum of 72 hours in the case of emergencies.
It comes as the European Union is facing increasingly complex crises and challenges that ‘cannot be ignored’. In a statement published on www./ec.europa.eu, the Commission noted that from growing geopolitical tensions and conflicts, hybrid and cybersecurity threats, foreign information manipulation and interference, to climate change and increasing natural disasters, the EU needs to be ready to protect its citizens and the key societal functions that are crucial for democracy and daily life. ■
Collins’ SuperValu Carrigaline wins Best Community and Sustainability Award
Collins’ SuperValu Carrigaline, Co Cork, has been recognised as the top SuperValu store in the country for sustainability, winning the Best Community and Sustainability Category Award for 2025.
The retailer surpassed intense competition from other finalists to secure the award at this year’s SuperValu National Conference, which was held at the Great Southern Hotel, Killarney, Co Kerry
The store has implemented a 311kWp solar photovoltaic (PV) system, featuring over 728 solar panels across the building and car park canopy.
This system generates 287,706 kWh of electricity annually, enough to power 69 homes, making a significant contribution to its sustainability goals.
In its first year, Collins’ SuperValu Carrigaline has also seen a huge uptake in the Deposit Return Scheme, collecting an impressive 1.25 million containers through the scheme
This achievement represents a 120% recycling rate for containers sold year-to-date, all while maintaining exceptional customer service and making a positive impact on the local community
SuperValu stores across the country were evaluated, undergoing thorough audits and assessments by Paul Ellison, independent judge and retail consultant.
The judge commended the store for fostering strong customer relationships and deep local ties, with Collins’ SuperValu Carrigaline actively engaging in community groups, championing sustainability
through sponsorship and participation in local biodiversity initiatives, and reinvesting in solar and efficiency projects, demonstrating a genuine commitment to both the environment and the local community
Collins SuperValu Carrigaline is deeply committed to supporting community-driven sustainability efforts, particularly through its collaboration with the local TidyTowns committee
Retailer David Collins is actively involved, ensuring the store’s initiatives align with the community’s sustainability goals.
Caramico Pizza brings cheesy goodness to your home
It’s time to welcome Caramico Pizza Company’s ‘gooey, cheesy pizza paradise’ into your home with the new cook at home pizza range
These delicious pizzas start with a 36-hour slow-fermented sourdough base that dreams are made of
Each base is stretched by hand and lovingly adorned with toppings, from the classics to the more daring combinations for those more adventurous.
Then, into the stone oven they go, kissed by wood fire and emerging with that irresistible, smoky hug.
According to the pizza brand, every bite tells a story – one of passion, craftmanship, and a touch of adventure. All you need to do
Blackberry Hearing partners with Tesco Ireland
Blackberry Hearing, a premier Irish-owned hearing aid provider, has secured a landmark partnership with Tesco Ireland, bringing dedicated hearing experience stores to five key Tesco locations.
The new outlets are located at Tesco Extra stores at Naas, Maynooth, Portlaoise, Gorey and Ballincollig.
This partnership marks a major milestone for Blackberry Hearing as it expands its nationwide presence.
The rollout will continue throughout the year, with several more Tesco locations expected to feature Blackberry Hearing stores.
In addition to its retail expansion, Blackberry Hearing is now an official Tesco Clubcard Rewards Partner, enabling Tesco Clubcard holders to use their Clubcard vouchers for 3x savings on hearing devices and accessories at any of Blackberry Hearing’s 60 locations across Ireland.
“Now, more than one million households in Ireland can use their Tesco Clubcard Vouchers for a 3x discount on the latest hearing devices and accessories in any of our locations nationwide,” said Matt Gleeson, managing director, Blackberry Hearing.
is just pop it in the oven, let the cheese bubble and dig in.
Caramico pizzas are ‘expertly crafted’, offering a variety of toppings that cater to both traditional and adventurous tastes.
Whether you prefer the simplicity of a classic Margherita, Pepperoni, a hearty Meat Feast or the delicious heat of the Spicy Pepperoni & Nduja with hot honey drizzle, Caramico Pizza promises bold and indulgent flavours that bring the takeaway experience to your home, it added.
The entire range is available at two for €12, so you don’t have to choose between your favourite flavours.
Caramico Pizza Company’s range of oven pizzas are available in SuperValu and Centra stores nationwide
The official announcement of the partnership aligns with Tesco’s quarterly customer statement which was released this month and reinforces the strategic collaboration between the two brands. To find out more visit: www.blackberryhearing.com
(L-R) Dan Curtain, Gareth Davies, David Collins, Glenn Lacey, Shane McCarthy, Luke Hanlon
This partnership marks a major milestone for Blackberry Hearing
Caramico Pepperoni and Full-on Meat Feast Pizzas
Alert Packaging celebrates 50 years of excellence in flexible packaging
Alert Packaging, a family-owned manufacturer of award-winning flexible packaging based in Bray, Co Wicklow, proudly marks its 50th anniversary in business. Since its founding in 1975, the company has been at the forefront of flexible packaging solutions for the food and food ingredient industry, selling to producers, retailers and wholesalers.
Production capabilities include 8 Colour HD Flexographic Printing, Laminating, Slitting & Converting (bag, pouch and sheet making) across a range of film specifications including PE, OPP, ALU, PP, PET, PA, Paper and more. They deal with many Irish & UK businesses and large multinational companies, supplying reel-fed Form Fill & Seal, Tray Lidding, Cook in Bag, Pouches & Gusseted Bags, Thermoform and Casing products.
Expanding production: Now manufacturing stand-up pouches and gusseted bags
“It is an exciting time for us as we continue to grow and develop more flexible packaging solutions for our customers,” said Darren Burke, managing director, Alert Packaging. “The investment in our new bag making machine means we manufacture Stand-Up Pouches, Gusseted Bags and Flat Pouches locally at our premises in Co Wicklow. With its advanced technology, we can offer greater flexibility in packaging sizes, materials and bag features. It reinforces our commitment to delivering highquality packaging products to our customers.
“Whether you produce Granola, Confectionery, Food Ingredients, Snacks, Fish or Pet Treats our new pouch & bag formats offer the perfect blend of functionality and features,” he added.
(L-R) Darren Burke, managing director, Justin Burke, founder and Abby Burke, supply chain manager
With a focus on sustainability, Alert Packaging has made significant strides in developing ecofriendly packaging options such as Recyclable mono-materials and Compostable solutions that reduce environmental impact without compromising performance.
For more information about Alert Packaging visit: www.alertpackaging.com or contact sales@alertpackaging.ie / 01 286 0300
Minister Calleary launches 2025 SuperValu TidyTowns competition
The Minister for Rural and Community Development and the Gaeltach, Dara Calleary recently launched the 2025 SuperValu TidyTowns competition in Regional Park, Ballincollig, Co Cork.
In place since 1958, the competition, administered by the Department of Rural and Community Development and the Gaeltacht and sponsored by SuperValu, continues to be one of the most recognised sustainable, environmental and community initiatives in the country
Speaking at the launch of the competition in Ballincollig, Minister Calleary, said: “This year we celebrate 67 years of this wonderful competition, which continues to thrive year on year – its success benefits us all.”
There are almost 1,000 active TidyTowns groups, and last year saw over 900 entries to the SuperValu TidyTowns competition.
This saw over 30,000 volunteers giving up over one million hours of their time, all year round, to come together to make our communities cleaner, brighter and more vibrant places.
Luke Hanlon, managing director, SuperValu,
Clean Cut launches new protein pancakes and granola protein yogurt range
Clean Cut has recently announced that it has expanded its range
The Irish meal brand now offers a new selection of protein pancakes and granola protein yogurts alongside their ever-evolving meal range and high-protein soups.
Following a successful nationwide launch in SuperValu and Centra in 2024, Clean Cut Meals continues to bring ‘innovative, tasty and high protein options to consumer’.
The new protein pancakes come in three flavours: Blueberry & White Chocolate, Maple & Vanilla, and Dark Chocolate & Orange Clean Cut Meals noted that the pancakes are high in protein, ready in minutes and can be
enjoyed hot or cold, making them a perfect grab-and-go option.
The Granola Protein Yogurts offer a satisfying combination of creamy yogurt and crunchy granola, available in two flavours: Strawberry and Caramel.
With 20g of protein per serving, they provide a convenient way to ‘fuel the day’.
Clean Cut Meals ever-expanding range continues to deliver convenient nutrition without compromising on taste
Clean Cut Meals are available from selected SuperValu and Centra stores nationwide
RRP: Protein Pancakes €2.99 RRP: Granola Protein Yogurts €1.99, two for €3.
highlighted the launch of the SuperValu TidyTowns competition is an exciting time for committees and volunteers nationwide, as they look forward at what can be achieved to enhance our communities in the weeks and months ahead”.
“The SuperValu TidyTowns competition has become synonymous with SuperValu itself, thanks to the reach of our independent retail network across the country and our deeprooted commitment to supporting communities at a local level.”
The closing date for receipt of entries for this year’s competition is Monday 2025.
Entry to the competition will only be accepted by email to the TidyTowns@drcd gov.ie email address.
Entry forms for the SuperValu TidyTowns competition are available at www.tidytowns.ie
A selection of new protein pancakes and granola protein yogurt range
(L-R) Luke Hanlon, managing director, SuperValu and Minister for Rural and Community Development and the Gaeltacht, Dara Calleary officially launching the 2025
Ampersand announces exit from wine business after over 30 years
Ampersand has been a distributor in the Fast Moving Consumer Goods (FMCG) and Wine sector since 1947. However, after 30 years in the wine business, it has recently announced its decision to exit this sector to give greater focus to its growing FMCG business unit.
This decision follows an in-depth strategic review of the business, and Ampersand has confirmed that Dalcassian Wines & Spirits will acquire its full wine portfolio, with the transition set to take effect from 1 May.
As part of this transition, Paul Raftery, Ampersand’s wine buyer and manager, will join Dalcassian Wines & Spirits as head of wine His expertise and passion for the industry will further strengthen Dalcassian’s position in the market.
Ampersand extends its gratitude to its loyal retailers, suppliers, and trade colleagues for their support and partnerships over the years. While the company bids farewell to the wine sector, it remains committed to delivering products within its expanding FMCG portfolio, including cigars, tobacco accessories, vaping products, nicotine pouches, and snacks.
Food Academy Programme recently launched
The Food Academy Programme was recently launched by Technological University Dublin (TU Dublin), SuperValu and the Local Enterprise Office (LEO).
The programme is ‘aimed at food and drink entrepreneurs, to advance their skills and knowledge regarding being successful within the industry’.
Food and drink sector The course has been launched as part of the Food Academy Programme to help address the sector’s growing demands.
Successful programme applicants will have the opportunity to trial their products at local SuperValu stores. SuperValu currently has over 300 Food Academy producers in-store and has collectively surpassed €260 million in retail sales since the programme’s inauguration in 2013. Peter Burke, minister for enterprise, tourism and employment, said: “The Irish food and drink industry is a hugely important one in terms of economic contribution, with exports in this sector valued at €17 billion 2024”.
Kenco launches groundbreaking new partnership with parkrun
Kenco Ireland’s second biggest brand in Instant coffee, has announced a new partnership with parkrun – joining forces to make a positive impact in communities across the UK & Ireland. Parkrun organises the walks and runs every Saturday morning with an average of 10,000 participants taking part each week across Ireland.
Kenco will support parkrun with funding to help keep the weekly events free for all to take part. The partnership kicks off in spring and will be supported by a €6M 360 UK & Ireland media campaign as well as high impact in-store activations. To further amplify the partnership, Kenco will include on-pack promotions across a number of Kenco favourites including the Kenco Millicano range Clare Andrew, head of UK & I Marketing, Instant Coffee Brands at JDE Peet’s UK said: “Kenco champions the uplifting potential of coffee for all, helping you to feel at your best. Our shared values with parkrun around making a positive difference in local communities make this the perfect partnership.”
Centra Ireland extends GAA deal
Centra Ireland has recently announced an extension of its sponsorship of the All-Ireland GAA Hurling Senior Championship up to 2029 making them the longest-serving sponsor of the competition.
To celebrate, it has launched ‘Where there’s Hurling, there’s Centra’ campaign which showcases support for Gaelic Games at both a national and local level. Local stores across Ireland directly support an estimated 1,000 GAA clubs nationwide to a value of over €1.5million. Des O’Mahony, marketing director, Centra, said: “We are committed to bringing the game to as many people as possible through our national sponsorship and through our local retailers who support hundreds of local GAA clubs around the country Akin to the GAA, our ambition is to get as many people as possible playing and supporting this exceptional sport.”
Uachtarán Chumann Lúthchleas Gael, Jarlath Burns, added: “We’re looking forward to seeing the action, excitement and passion of a new hurling championship season.” ■
Paul Raftery
Kenco JDE Peet’s
Des O’Mahony, marketing director of Centra, and GAA Hurling stars at the ‘Where there’s Hurling, there’s Centra’ launch
Minister Burke, at the launch of the inaugural Certificate in Food Entrepreneurship at TU Dublin
CSNA NEWS
Cash tills security advice
Please ensure that both you and your staff make note of the below security advice in relation to cash tills
• Cash till points should be sited in an area which affords a good view of the shop floor.
• Till limits should be set and adhered to.
• The till should be securely anchored to a solid surface.
• A double push type Panic Attack Button (PAB) should be situated within easy reach of the till.
• Tills should be manned at all times and if left, even for a short time, should be locked and the keys removed.
• Only experienced staff should operate tills.
• Video till security systems which allow purchase verification should be considered where multiple operators utilise the same machine.
• Cash tills, after trading hours, left open and empty –cash amounts held on the premises should be kept to the minimum in proper security cash safes.
• A guard in the form of perspex sheeting, or similar, as a deterrent against till snatches should be fitted.
• In high-risk situations bullet resistant screens may be necessary.
Re-Turn inspections:
We have been made aware by members that there are inspectors travelling around the country looking for Re-Turn Exemption certificates in stores. We would like to remind members that if you do have an exemption for Re-Turn that your exemption certificate is on display in your premises.
GUS O’HARA National President, CSNA
Deposit Return Scheme grant
For those retailers participating in the Deposit Return Scheme (DRS) they should be aware that Re-Turn are preparing payments of grants for those who, in the 12 months following the installation and commissioning of their Reverse Vending Machine (RVM), processed less than 250,000 containers.
We have asked them to confirm to all participants that payment will be made 60 days from the anniversary of the commissioning and that, for those who changed their machine during the year, it is the date of their first machine being put into service that will be used. We want all retailers using RVMs to ensure they provide full details of their costs as part of the system review of handling fees. Please contact the CSNA office in advance of any communication with the survey.
The new EM Ready Reckoner, due to be implemented on all UK £STG – priced magazines from 30 March will reflect a 1.22% decrease when compared to the current 2025 Q1 Ready Reckoner. A £5.00 STG will translate to €7.29 (previously €7.38) for a 9% VAT product. This RR will be in place for the duration of the next three months of 2025. The latest Ready Reckoner is available on the CSNA website: www.csna.ie. ■
Paul and Ger Thornton’s fresh take on Centra Drumcondra is already making waves, with boosted sales and a focus on convenience, design, and community, writes Shauna
Bernard
A fresh start
When Paul and Ger Thornton, now owners of Centra Drumcondra, took over in March of 2024, the husband and wife duo knew the store needed more than just a new coat of paint.
They wanted to make a statement with the renovation, something that would stand out and show the direction they were headed This led to the store being dubbed the new‘stake in the ground’ store, a bold move to set a new standard for the future of Centra stores
Mission focus
Paul notes that the key to the Centra store revamp was understanding the customer’s needs and designing the space around their shopping missions.“We wanted to ask,‘What does the store need?’” he says “Musgrave brought us the idea of‘stake in the ground,’ which shaped our approach.”
For quick, on-the-go customers, the store layout is designed for high convenience Paul highlights how a typical customer might grab a coffee, a sandwich, and some crisps before heading out.“It’s all about getting you what you need quickly,” he notes, emphasising the streamlined flow of the store that allows for a fast, efficient shopping experience
The store also caters to residential customers in Drumcondra with a dedicated“Dinner Made Easy” area, where customers can find everything they need for a meal, from fresh produce to pre-packed meals. “We’ve really tried to bring all of those dinner pieces together in one spot,” Paul explains.
Space maximisation
The store originally opened before 2000 and expanded over time, taking over neighboring properties When
Paul took over in March 2024, the layout still had remnants of these divisions, limiting space. The renovation took 20 weeks.
“We traded it for a few months, then came up with a plan to take out all the partitions,” Paul says By installing four massive steel columns, they opened up the entire store.“We didn’t add a single extra square meter, but we gained over 1,500 square foot of usable retail space. ”
A key focus was creating a strong visual impact.“We wanted a major‘wow’factor, and that starts from outside the shop,”Paul explains. Previously, the entrance was just a door with closed-up windows “Now, the entire front is glass - you can see right into the shop.At night, it’s so inviting it actually pulls people in.”
Location played a major role in the investment decision Situated directly beside Drumcondra train station, multiple bus stops, and Croke Park, the store benefits from constant foot traffic.“Every single day, bar maybe a Sunday, the footfall from that train station is outstanding,” Paul says.
With such potential, Paul knew the store needed a major upgrade.“The building and the business deserved a massive investment to bring it to the level it’s at today.
Design strategy
Paul chose low-level fridges to maintain visibility and keep the store feeling open Even the off-license is sectioned off with glass panels.
Another major change was the store’s layout, designed for a seamless flow.“You come from the cup wash into your coffee, then down into your bakery, front-of-store fridges, and hot self-serve - then right into the deli,” Paul explains.
Customers can order in a traditional manner. However, now the deli now features a“hybrid” model with self-order kiosks.“Customers can order from three kiosks, which speeds up the process. Our whole plan is to get from order to in your hand in less than 90 seconds.”While the team is currently averaging two minutes, they’re constantly refining operations to get faster.
Checkout efficiency was also a priority “We put in four self-serve checkouts alongside three standard checkouts - seven in total,” Paul says
“Our older customers come in every day, take their time, and chat with the staff. Others, like younger commuters, just want to grab a coffee, hit the self-scan, and be gone.” The redesign ensures that both groups get the shopping experience that suits them best.
Category standouts
While it’s still early days since the renovation was only completed at Christmas, Paul says the results have been very positive “The store is currently running at about 18% growth, which from a revamp point of view - we are very happy with that.”
Some standout categories are proving that the new store layout is successfully meeting customer needs. “The deli is over 70% up, which is massive. Bread and cakes are 40% up, produce is 40% up, and ready meals, provisions, and convenience are also over 70% up,” he notes. The focus on streamlining shopping missions is clearly paying off
Value deals
Paul emphasises that providing value is a top priority, especially in an urban store with high footfall “The rear
Customer in the ‘Grab & Go’ section of the store A staff member assisting a customer with placing an order at the new kiosk
Ger and Paul Thornton (center) alongside their team from Centra Drumcondra
of the shop is set up like a mini supermarket, with higher shelving for essentials like bread, milk, and cheese,” he explains. But beyond that, strategic pricing plays a key role in keeping costs down for customers
Multi-buy deals also help customers save “There are regular multi-buy offers in-store to give value to our customers,” Paul notes. The store also runs bundle deals, regular bundle deals with coffee and deli items to provide great value for customers.
“There are a lot of offers, and it’s essential,” he says “For an urban store like ours, we need to have a strong value offering - and it’s paying dividends.”
Team culture
Ger and Paul focus on a supportive, flexible team culture, working around the 38 staff members’ schedules, including many students.
Creating a welcoming environment for staff is a top priority “It’s so important that everyone feels they can come to you if they have a problem,” Ger says As the store’s joint owner, HR lead and postmaster, she values the personal relationships she has built
Maintaining high standards is just as important as staff relations.“We have a very high standard of hygiene, and we’ve brought that with us to Centra Drumcondra,” Ger says “We want customers to walk in and say,‘That’s a beautiful, clean store. ’ That’s the standard we set for everything we do.”
Community focus
The store has a community notice board and works closely with local organisations like Age Action,donating to events such as field days and trips to Croke Park.“We’re enjoying getting to know the community,”Ger says Ger adds that they’re always happy to help when they can.“Someone might come in and ask for a raffle donation, and we’ll give them a few bits. The thank-you cards we get afterward are really lovely.”
Local impact
Ger attributes the store’s success to its location and welcoming atmosphere “The community has embraced the new store, ” she says.“Long-time residents enjoy the inviting environment and see it as a great place to shop.” Paul notes that the store’s transformation has boosted weekend sales.“We’re now seeing higher sales on Saturdays and Sundays than weekdays, proving our
focus on being a local, urban store is working.”
The store is also popular on match days, with fans crossing Drumcondra Road to shop “We also get students from DCU coming in for coffee and deals. Iced and oat milk coffees make up 20% of our coffee sales,” Ger adds
Ger highlights the store’s focus on customer care, especially for older customers “We make sure their pensions are ready when they arrive and offer a safe environment with a security guard on-site,” she explains.
The store has also embraced social media, with Ger mentioning,“We post weekly updates, like discounts on coffee for customers who bring their own cups. People love it.”
Future growth
Ger believes that the revitalisation of Centra Drumcondra has brought a fresh energy to the area “Paul, and I have worked really well with our retail
William Ahern,
partner Musgrave to give Drumcondra a new lease of life,” she says “As we continue to get to know the community better, we’ll only become more involved, and the connection will grow stronger.”
Looking back over the past year, Paul reflects on the hard work that’s paid off “It’s great to see the results,” he notes.“With the support of Musgrave and the design team, the future of the Centra brand looks bright. If this‘stake in the ground’ approach is rolled out to the rest of the estate, both our business and Centra’s future are in very safe hands.”
“The building and the business deserved a massive investment to bring it to the level it’s at today.”
national sales manager, Centra
1. What key trends are you noticing in customer buying habits at Centra Drumcondra? Customers are seeking more and more convenience in every aspect of their lives – think of things like the rise of Netflix, Amazon etc. We’re seeing the same in retail where they want to have the most convenient experience possible – whether that’s in how they interact with staff in the store or with the products they are buying. Convenience meals is a massive trend at the moment. That plays to the demand for convenience but also another major trend which is the desire for healthier food options. We’re having great success in this area with Clean Cut Meals which we recently acquired and rolled out nationwide – it’s simply unmatched in the market and exclusive to our Musgrave brands.
2. What role do promotions and special offers play in driving sales, and how have customers responded to them?
Value is a key driver in shopping habits at the moment, with household budgets remaining stretched. So promotions and special offers are really important, relevant to the time of the day and any occasions that are happening and these need to be clearly and effectively communicated to customers
OTG bundles are becoming a key element of the value offering through the day from the egg muffin and Frank and Honest in the morning to chicken fillet and a drink at lunchtime.
We had a very strong value offer on our range of ready meals so far this year which customers really engaged with and we have some mega value offers every week as well as very strong offers depending on the occasions coming up
3. How is the store adapting to changes on demand for certain products?
Centra Drumcondra have access to a world-class logistics and fulfilment service as part of the Musgrave Group. Through every step of this process Paul, Ger and I focused on how we could run the store in the most efficient way possible and that is seen in how we laid out our back stores to receive deliveries and how we have organised ourselves behind our deli counter to deliver the best experience for our customer in the most efficient manner. ■
Centra Drumcondra’s next gen deli
Centra Drumcondra’s meal section
The newly redesigned layout of Centra Drumcondra
Bereavement and grief in the workplace
In the workplace, grief can lead to decreased productivity, difficulty concentrating, increased absenteeism, and strained relationships with colleagues, writes Caroline Reidy
Grief is something all employees experience will experience at some time during their career It is therefore important that we know how to deal with grief in the workplace. As organisations increasingly prioritise mental health and well-being, understanding how to navigate bereavement grief in the workplace is essential.
In the workplace, grief can lead to decreased productivity, difficulty concentrating, increased absenteeism, and strained relationships with colleagues. An employee may struggle to meet deadlines or engage in team activities, leading to frustration among coworkers and managers
Different types of grief
There are different types of grief. Therefore, it’s important to be mindful that grief can be ongoing, and it can affect different people in different ways.
• Anticipatory grief occurs when death is expected. It can start long before the person passes away and is often brought on by a diagnosis or when the person’s health starts to deteriorate.
• Normal grief begins soon after the loss occurs, and the bereaved person begins to accept the loss and continue their day-to-day tasks.
• Complicated grief is grief that lasts a lot longer than normal and can affect the bereaved person’s ability to carry out day to day tasks.
• Delayed grief is when a reaction to the loss occurs at a later time. This can be brought on by another significant life event or by something unrelated.
A bereavement policy means a consistent approach
Bereavement Policies are not just good practice, they are extremely helpful to employees and managers, ensuring a proactive and equitable approach by clearly defining employee entitlements and supports.
While employers have no legal obligation to offer Compassionate Leave, most will offer it as a gesture of goodwill.Typically, Compassionate Leave policies may offer three-five days for an immediate family member and possibly 1-2 days for any other family member. An immediate family member would usually be a parent, spouse, sibling or child
Having a well-rounded and well-communicated bereavement policy which refers to general bereavement supports, an EAP
CAROLINE REIDY
Managing director
The HR Suite
If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact The HR Suite’s office on (066)7102887 or email info@thehrsuite.com
(Employee Assistance Programme) along with the provision of compassionate leave, can help your employees to feel well supported during times of personal loss due to bereavement.
Supporting employees who are grieving
A sincere approach is always important. It is more beneficial when employees feel they can approach their manager or employer with regard any ongoing problems. It can be helpful to set time aside for employees and listen sympathetically in a private space. However, it is important to retain boundaries and as a manager, our role is not to become a counsellor but to know how to gently direct an employee to access the relevant supports.
Many organisations offer employee assistance programmes (EAP) which include free counselling sessions. These are an excellent support for employees and very useful for managers to refer employees to as it provides the appropriate support. In some cases where an employee may be very distressed, it may be appropriate to allow them to go home and recommend that they contact their GP They can then revert to confirm when they are fit to attend work again.
Remember, it is important to support colleagues who might find it difficult when the time comes to return to work
Manager training
Training sessions for managers on how to handle grief in the workplace can be extremely beneficial. This training should cover the emotional aspects of grief, how to approach grieving employees, and the importance of maintaining a supportive team atmosphere
Some useful tips for different scenarios
When an employee has been bereaved due to the loss of a family member or someone, they are close to:
• Offer your condolences on behalf of the company and some time off
• Ask what the company can do to help e.g., if it’s a spouse or child the employee may need additional time off and may also need to make some long-term changes.
• Refer to supports and services available both inside and outside the company.
• Offer a phased return to work
• Have regular check ins with the employee
• Use discretion and maintain confidentiality
In the event of the loss of a work colleague
• Have a designated response plan with a list of supports
• Use a calm, sombre approach as it is extremely sensitive and may also be traumatic for those who may have worked closely with the deceased employee
• Offer to arrange a book of condolences.
• Make arrangements to allow employees the option of attending the funeral service.
• Offer assistance and support to the family.
• When sharing information always be mindful of confidentiality and GDPR. Its best to check with the next of kin and agree what will be communicated and timing etc.
• Provide training to your management team to provide support to employees
If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact our office on (066)7102887, email info@ thehrsuite.com and visit www.thehrsuite.com ■
5 soft skills that make or break a grocery retail team
Nikki Murran outlines the top soft skills that shape how we interact with others in a retail environment that can in turn make or break a store’s reputation
I’ve spent years hiring for grocery retailers, and if there’s one thing I’ve learned, it’s this: you can teach someone how to scan a barcode, but you can’t teach them how to care about a customer—at least, not easily
Soft skills, those non-technical abilities that shape how we interact with others, are the secret ingredient to a successful grocery retail team
They’re the difference between a customer walking out happy or heading straight to Google to leave a scathing one-star review about how“the lad at the checkout was as cheerful as a grim reaper.”
From both my time in retail and recruitment, I’ve seen how the right soft skills can make or break a store’s reputation And yet, they’re often overlooked in hiring So, let’s talk about the most crucial soft skills in grocery retail, why they matter, and how to spot them before you bring someone onto your team
1. The art of customer service skills
Back when I worked in retail, I remember training a new team member—let’s call him John John was efficient, quick on the till, and got through customers like a machine. The problem? He also had the warmth of a self-checkout kiosk with a malfunctioning card reader. John was great at the technical side of the job but completely lacked customer service skills. And that’s where retailers get caught out.You can train someone on how to use a till or restock shelves, but if they don’t know how to engage with customers, the store’s atmosphere suffers.
• How to spot it in an interview: Ask candidates about a time they dealt with a difficult customer If their response is along the lines of“I told them to take it up with management,” you might want to rethink your choice.
2. The ability to stay cool under pressure
Grocery retail is not for the faint-hearted. The Christmas rush, the unexpected delivery delays, the moment when a queue stretches to the back of the store because the card machines have gone down—it takes a special kind of person to stay calm in those moments.
I once had a candidate tell me in an interview that they“don’t really like stressful situations.” I had to politely explain that grocery retail is essentially one long stressful situation with occasional breaks for lunch.
You need staff who can handle pressure without melting down.
Whether it’s a late delivery or a surprise E.H.O. visit when the manager is on lunch, having people who can think on their feet and stay composed is critical.
• How to spot it: Ask about a time they had to handle a difficult situation under pressure If they don’t have an answer, they might not be the right fit for retail
3.Teamwork – The gift of getting along
Retail is a team sport. If you’ve ever worked in a store, you’ll know that nothing is more frustrating than having a coworker who mysteriously
disappears every time the floor needs mopping or a customer needs help. Good teamwork isn’t just about getting along with colleagues; it’s about pulling your weight and stepping up when needed.
• How to spot it: Ask about a time they helped a struggling coworker If they can’t recall one, it might mean they never did.
4. Resilience - The gift of not taking everything personally Grocery retail can be a tough gig.You’ll deal with customers who are in bad moods, suppliers who are late, and managers who are under pressure. Sometimes, you’ll get blamed for things that aren’t your fault.
I once had a customer yell at me because we ran out of strawberries. (As if I had personally eaten them all.) If you’ve worked in retail, you’ve probably had similar experiences.
Resilience is key. The best retail employees don’t take bad customer interactions to heart. They shake it off and move on to the next person in line with a fresh smile.
• How to spot it: Ask candidates how they handle criticism or a difficult customer interaction. If they say,“I’d probably get annoyed and tell them off,” you’ve got your answer
5.Initiative - The ability to see a problem and fix it without being told One of the best employees I ever hired was a young woman who, within her first week, started cleaning behind the tills every time there was a lull. No one had asked her to, she just saw it could do with a clean!
That kind of initiative is golden. The best staff aren’t the ones who just do what they’re told; they’re the ones who think ahead and take action without needing constant supervision.
• How to spot it: Ask what they would do if they finished their tasks early. If their answer is“Wait for someone to tell me what to do,” they might not be the proactive type.
Technical skills can be learned, but soft skills - customer service, teamwork, resilience, initiative - are what truly make a great retail employee ■
Hydration boosts performance
Ireland and Leinster rugby star, Joe McCarthy has officially joined the Ballygowan family as their newest brand ambassador. In an exclusive chat with Donna Ahern, McCarthy shared exciting insights into his new partnership with the iconic bottled water brand, as well as a look back on his impressive rugby career and the milestones that have shaped his journey on and off the pitch
Ireland and Leinster rugby star Joe McCarthy, 24, made his Six Nations debut in 2024 He made a memorable impact in the tournament’s opening match in Marseille, earning Player of the Match as Ireland triumphed 38–17 over France. McCarthy has officially become a brand ambassador for Ballygowan, joining the ranks of the iconic bottled water brand.
Born in Manhattan to Irish parents, McCarthy’s family moved back to Ireland when he was just three years old. His rugby journey took a major leap forward when he was called up to the Ireland squad for the 2022 tour of New Zealand, where he made his debut in a dramatic 13–10 victory over Australia. McCarthy’s talents were further recognised in August when he was named to the Ireland squad for the 2023 Rugby World Cup.
Q: What has been the highlight of your rugby career so far?
A: It’s hard to pick just one but winning the Six Nations in 2024 at home in the Aviva Stadium. It was my first trophy as a professional rugby player and to be able to share that with all the Irish fans as well as family and friends is something I will never forget
Q: Who has been the most challenging opponent you’ve faced during the 2025 Six Nations?
A: There was no easy opposition in this year’s Six Nations. However, France was probably the most dangerous outfit we faced with their mix of pace, power and flair We didn’t have our best performance against them, but I look forward to having another crack at them in the future.
Q: Can you tell us about your role as the brand ambassador for Ballygowan?
A: As a professional athlete, hydration is a huge part of my performance, so partnering with Ballygowan made perfect sense I help promote the importance of staying hydrated, whether for elite athletes or people just leading active lifestyles. It was a no brainer as it is a brand with such a strong reputation for delivering
Joe McCarthy, Irish and Leinster rugby player and Ballygowan brand ambassador
high quality Irish products. I look to hopefully add value and continue to grow such a top brand. Ballygowan are very good at creating entertaining, funny and informative content, so, I enjoy that aspect of the partnership. My family and friends also get quite a laugh out of me being on the water bottles in store!
Q: Could you share more about the campaign you’re involved in?
A: The campaign is all about highlighting the strong partnership with sport and how essential hydration is for everyone, not just athletes. We’re focusing on educating people on why staying hydrated can improve performance, recovery, and overall well-being. I also enjoy Ballygowan’s innovative approach to their products. They are introducing flavoured still and sparkling water which makes it easier for people to drink more water throughout the day. As some people struggle with drinking plain water.
Q: As Ballygowan’s new brand ambassador, how important do you think hydration is, both during sports and in maintaining an active lifestyle?
A: It’s massive. Even slight dehydration can impact physical performance as well as mental performance. If you’re dehydrated, you will not be able to maximise your body’s physical capabilities or have the focus and make the right decisions under pressure. I always make sure I’m properly hydrated before training and games, as well tasks such as studying where deep focus is needed. I always find that drinking water is key part of my recovery and mood. After an intense match or training session hydration is always a priority to get me in the right state to go again!
Q: Every rugby star has someone they look up to. Who is the Irish player who has inspired you the most in your journey to the top?
A bottle of Ballygowan
I’M WITH THE BRAND
A: Growing up, I really looked up to guys like Brian O’Driscoll. An Irish player who was absolutely dominant on the international stage And was recognised as the best player in his position for many years.
Q: What’s the biggest difference between training for a provincial team and training for Ireland? Are there any adjustments you need to make when switching between the two?
A: The biggest difference is the intensity and the level of detail in preparation. At the international level, everything is a step up—analysis, physicality, and expectations. Switching between the two requires adapting to different systems and teammates, but ultimately, it’s about staying sharp and ready to perform.
Q: Since you were born in Manhattan to Irish parents, do you get the chance to visit New York often?
Rugby keeps me busy, but I do try to visit when I get the chance. It’s always great to go back and
I definitely feel a strong connection to the place. When I get a week off or in the off season in the summer, I will usually make a trip there. It always feels like a proper reset as it is so different to Dublin and far away from a rugby environment. I always enjoy hitting up a comedy club and getting some of the best pizza in the world.
Q: What do you like to do in your free time when you’re not training or playing rugby?
A: I always enjoy spending time with my mates outside of rugby, it always feels like time well spent. At the moment I am trying to get back into golf It’s been a tough process so far!
Q: Can you share something about yourself that people might not already know?
A: We used to have a good few chickens in the garden; one called Rihanna. At our house in the suburbs of Dublin we also bought an incubator and hatched a few chicks as well. It was a weird time I’d usually eat four-six eggs a day, so it was nice having incredibly fresh and tasty eggs. ■
McCarthy has officially become a brand ambassador for Ballygowan
appoints Ivan Ryan as new chief customer officer
Lidl has recently announced the appointment of Ivan Ryan to the role of chief customer officer for Lidl Ireland and Lidl Northern Ireland.
This newly established position on Lidl’s board of directors will see Ryan lead all customer focused aspects of Lidl’s business.
Ryan moves into the new role having occupied the position of regional managing director for Lidl Northern Ireland since August 2023.
Having joined Lidl in 2007, he has previously worked across many areas of the business, both locally and internationally and has held senior positions within HR, operations, finance, and IT for Lidl
Ireland and Northern Ireland.
Commenting on the appointment, Robert Ryan, CEO of Lidl Ireland and Northern Ireland, said: “The creation of this role demonstrates Lidl’s continued commitment to our customers and our desire to provide best-in-class service to everyone who enters our stores.
Ivan [Ryan] brings many years of industry knowledge to this role and will work across multiple areas of our business to ensure we meet and exceed customer expectation as the destination for best value and price in the market.”
The chief customer officer role will encompass multiple areas of
the business focussing on customer touchpoints such as marketing, customer insights, loyalty programs and overall endto-end customer experience.
Ivan Ryan, chief customer officer, Lidl Ireland and Northern Ireland, added: “I am looking forward to taking on the role of chief customer officer and support our ambitious growth strategy that will create opportunities for us to engage our customers across a number of channels.”
A Laois native, Ryan currently resides in Portlaoise with his wife Marina and daughters Sophie and Holly Ivan holds a bachelor’s and master’s degree in accounting
Dunnhumby has recently announced the appointment of Sylvia Cawley as the new head of dunnhumby Ireland.
With over 17 years of experience at IPG Mediabrands, Cawley has led strategic initiatives for some of the world’s most recognised brands, including Amazon, Tesco, Deliveroo, and BMW She brings a wealth of experience in commercial strategy client relationship management, and leveraging data-driven insights to drive
business growth.
She has a proven track record of building and leading highperforming teams, and her expertise will be instrumental in enhancing dunnhumby’s media proposition in Ireland.
Commenting on her new role, Cawley, said: “With retail media booming and brands embracing data-driven solutions, this is an incredible opportunity to redefine how they connect with shoppers.
I’m excited to collaborate with such a talented team to drive
Diageo Ireland appoints new managing director
Diageo has recently announced the appointment of Louise Ryan as the new managing director of Diageo Ireland, coming into effect from 1 June 2025.
Current Diageo Ireland MD Barry O’Sullivan will take up a new role as managing director of Diageo GB, effective 1 July 2025.
A Dublin native, Ryan joins Diageo Ireland from Pernod Ricard where she was managing director of its Nordics business since 2023.
Throughout her career, she has held strategic roles across the FMCG sector including a range of managerial position at Mars in Ireland, prior to joining Pernod Ricard in 2011.
At Pernod Ricard Ryan led the Irish business (Irish Distillers) with
responsibility for domestic sales, marketing and distribution across the entire portfolio of spirits, wine and champagne portfolio – before moving on to lead the Gin Hub as a member of the UK Executive Committee
John Kennedy, president, Diageo Europe, commented: “I want to thank Barry [O’Sullivan] for his work and leadership over the past four years, he has made an outstanding contribution to the Irish business, and I look forward to seeing his impact in this new role
“I’m delighted that Louise [Ryan] is joining Diageo Ireland. The Irish business is in a very strong position with a great culture and exceptional performance.
“Her focus on high performing teams and people-centred leadership will help accelerate the Irish business even further over the coming years.”
Also commenting on her new appointment, Ryan, added: “I am thrilled to be taking up the role of managing director of Diageo Ireland, joining a stellar team who have created a dynamic and vibrant business.
“Diageo and their world-famous brands are at the heart of culture, business and innovation in Ireland, and I’m excited to bring my experience to the role and help shape the future of this thriving business’.
As these changes take place, current MD of Diageo GB, Nuno Tales will be taking on the role as
innovation and growth.”
James Tamblyn, head of EMEA, dunnhumby, added: “Her experience and leadership will be invaluable in shaping the future of retail media in Ireland, and we can’t wait to see the positive impact she’ll have.”
Cawley’s appointment ‘reinforces dunnhumby’s commitment to innovation and growth in the Irish market, ensuring clients benefit from best-in-class media solutions driven by cutting-edge data science and retail expertise’.
that transition plans are in place across all markets over the coming weeks. ■
Lidl
from the Technological University of the Shannon (TUS), as well as a diploma in Employment Law from Technological University Dublin.
MD of Diageo Mexico. Diageo noted
Ivan Ryan, chief customer officer, Lidl Ireland and Lidl Northern Ireland
Sylvia Cawley appointed as head of dunnhumby Ireland
Sylvia Cawley, head of dunnhumby Ireland
Louise Ryan, MD, Diageo Ireland
Driving Grocery Forward
Venue: Royal Marine Hotel, Dun Laoghaire, Co. Dublin.
Date of Event: May 14th 2025
Nearby celebrates its 4th birthday
Since launching its first store in 2021,the brand has expanded significantly,boasting over 160 locations across the island of Ireland.This rapid growth,especially amidst current economic and industry challenges,celebrates the brand’s flexible model,strong branding and strong desire of local
independent retailers to join the Nearby family.
At the heart of Nearby’s success is its retailer-first approach Jason McSteen,Nearby IRL sales manager, emphasises the brand’s dedication to partnering with retailers who are as passionate about their customers,products,and stores as the Nearby retail team are at S&WWholesale.This commitment is evident in Nearby’s flexible model,which avoids long-term contracts and marketing fees,instead focusing on providing on-the-ground retail support,along with the tools and technology retailers need to thrive in today’s ever-changing market environment.“From day one the Nearby team will work with retailers to fully understand what makes their store unique Retailers are at the heart of everything we do,”McSteen states This collaborative spirit ensures that each store retains its unique identity while benefiting from the strength and positioning of the Nearby brand.
Nearby’s community-first strength is at the forefront of what the brand has to offer This is evident within the brand’s strapline,‘Never too far from home,’which resonates deeply with both retailers and their community The brand
As Nearby continues to grow so does its commitment to independent retailers, marking four years of Nearby building strong community connections and fostering successful partnerships
endeavors to build strong meaningful connections with each customer at their local store.This focus on community is reinforced further by the brand’s modern in-store design and messaging - all tailored to the customer’s needs,which continues to enhance the overall customer experience and drives an increased footfall.Nearby has an array of marketing campaigns aimed at shining a light on its stores in the community,specifically its Local legends campaign,proudly supported by super brand Kellogg’s where they are giving members of the public the chance to go in stores and nominate their own‘local legend’to give them a chance to win a cash prize! Community driven initiatives like these help Nearby retailers curate strong meaningful connections with the customers they serve and their community alike.
The strength of partnerships
S&WWholesale,Nearby’s wholesale partner and parent company,provides retailers with a significant advantage offering competitive pricing across over 8,000 ambient, chilled,fresh,and frozen product lines,ensuring retailers can
Nearby Oldcastle
provide a wide variety of choices to their customers S&W’s commitment to it’s Nearby retailers is further demonstrated by its ongoing expansion The company is developing a 20-acre landmark site near Newry,Co.Down,which will nearly double its warehouse space to 180,000 sq ft This expansion will allow for increased delivery capabilities,an expanded workforce,and place S&W in a much better position to service their 2,500 customers base across the island This redevelopment project reinforces S&W Wholesale’s dedication to strengthening relationships with local suppliers,retailers,and consumers,ensuring well-stocked shelves and a wide variety of product choices for every retailer Partnerships,likecommunitiesareacornerstoneof Nearby asitcontinuestogrowitsbrand,extendingbeyondthecrucial relationshipwithitsparentcompany, S&WSincetheinception of theNearbybrandfouryearsago-itssignagepartnershave playedavitalroleinenhancingthebrandvisibilityandin-store communicationforitsretailersandcustomers Collaborations withleadingsignageprovidersensureaccesstohigh-quality, cost-effectivesolutions,rangingfromexteriorfasciaandin-store shelving&digitalsignagesolutions.
These partnerships often involve bespoke services and streamlined installation processes from the hands of its award-winning store development and design team,helping retailers create impactful and consistent experiences for all of their customers under the Nearby Brand.
Furthermore,Nearby understands the vital role its retailers play within their communities and actively fosters relationships with public bodies and local organisations to help support this Collaborations with councils,business support,and sustainability groups enable Nearby to support its retailers’community initiatives,charitable efforts,and local connections,ensuring they remain at the heart of their communities in everything they do outside of day-today retail.
Award-winning concepts
Over the last four years,the Nearby brand has tackled the rising cost of living head on and introduced many valuedriven initiatives,ensuring that all customers can find real savings and value right on their doorstep.The most notable of these has been the award winning‘Bring Home theValue’ (BHTV) initiative - which is a four-deal concept that runs every three weeks in all Nearby stores promoting savings across household essentials literally allowing consumers to ‘bring home the value’from their local Nearby store.The concept is highlighted instore with hanging signs,POS kits and overbags; with further awareness through the digital sphere on its social channels and through direct-to-consumer e-mails.
From its launch until today,Nearby’s independent retailers have really adopted the concept and with that have seen high and retained levels of footfall every week to grab the bespoke deals.This is further demonstrated by these deals being a consistently bestseller for many of Nearby’s retailers.
Continued growth - ‘Team up with Nearby’
As it stands,the Nearby brand at four years old has over 160 retailers on the island of Ireland which speaks volumes about the brand itself and its forward-thinking retail team A key factor to Nearby shaping the Irish convenience retail landscape is their continued focus on new retail initiatives
spearheaded by the S&W Nearby,Sales & MarketingTeam
Through its‘Team up with Nearby’campaign,the team once again looks to the benefits of becoming a nearby retailer and how this transfers into real-world experiences for potential new retailers.
From no franchise fees to support from their dedicated business development manager and access to an awardwinning marketing team,the Nearby team can provide you with the support and market knowledge that your store needs to thrive in today’s ever-changing market
All they ask for in return is a retail partner who is as passionate about their customers,products and the future of their store as the team at Nearby are.While most importantly, offering your store total independence,ensuring that you run your store,your way,within in your community - with the strength of the Nearby team behind you.
Looking to the future while being ‘Never too far from home’
As Nearby celebrates its fourth year,the brand’s trajectory points towards a future defined by sustained growth and unwavering commitment to its core values - remaining committed to independent retailing,focusing on a‘retailer-first’ attitude,providing award winning support to help you thrive and most off all being ‘Always Nearby’when it matters most
The rapid expansion to over 160 locations across the island of Ireland is not merely a testament to the brand’s strength but a reflection of its‘retailer-first’model that thrives even in these challenging economic times.The‘Team up with
Nearby’campaign,with its multiplatform rollout,underscores the brand’s proactive approach to fostering a sense of community and partnership,positioning Nearby not just as a retail network but as a supportive family.
The success of the BHTV initiative highlights Nearby’s ability to innovate and respond to the evolving needs of its customers This initiative demonstrates the brand’s understanding of the importance of being customer focused and value-centric and for the local communities of Ireland, particularly during times of economic uncertainty.
Looking ahead,Nearby’s growth strategy is rooted in a holistic approach that prioritises innovation,value, community and the ongoing success of its existing retailers.
The‘Meet your independent retailer’campaign,which showcases retailer testimonials,serves as a powerful testament to the brand’s collaborative ethos.By highlighting the positive experiences of its partners,Nearby not only celebrates its achievements but also inspires other independent retailers to join the network.
The partnership with S&WWholesale continues to be a crucial component of Nearby’s success.The seamless integration of wholesale operations with the brand’s retail strategy ensures that retailers can focus on delivering exceptional customer service and building strong community relationships
In an increasingly competitive market,Nearby’s focus on innovation and community engagement sets them apart.The brand’s commitment to providing on-the-ground support, coupled with its flexible model and strong branding,creates a compelling value proposition for independent retailers.By avoiding long-term contracts and fees,Nearby empowers its partners to retain their unique identities while benefiting from the strength of a now established symbol brand.
Ultimately,Nearby’s success is driven by its unwavering dedication to its retailers and the communities they serve.As the brand continues to expand,it remains committed to fostering strong partnerships,delivering exceptional value,and building a sustainable future for independent retail across the island of Ireland.The brand’s forward-thinking approach, combined with its deep understanding of the local market, positions Nearby prominently in the retail market,poised for continued growth and success for many years to come By staying true to its tagline of Never too far from home,Nearby continues to build a network of thriving local stores that are integral to their communities,solidifying its position as a brand that truly understands and supports at the heart of Irish retail ■
In-store deli offering
Soft drinks
Grocery aisle
Shopper satisfaction stabilises with interesting shifts under the surface
The latest Shopper Intelligence data – gathering feedback from 30,000 Irish shoppers between April and December 2024 – shows a new period of stability in shopper satisfaction, with Dunnes Stores leading the way. Caroline Reid reports
It’s been a journey...! Before the pandemic, shopper satisfaction scores had been steady for years. During it, we saw a serious boost to scores, driven both by goodwill towards retailers and store staff for keeping shelves full in difficult circumstances... and the “enjoyment” of the shop, with little else to do during lockdowns! 2023 brought a sharp decline in satisfaction as cost-of-living concerns peaked, and lots of categories faced availability challenges. Now, it looks like we’re back to a new period of stability (happily, at a higher level than pre-COVID).
But... the overall stability in shopper satisfaction masks a rising sense of mental fatigue among shoppers, shifts in the roles of multiples and discounters, and a wider movement in the expectations shoppers have of the different channels.
Here’s our run down of the key shopper trends in our latest data set... how many are reflected in your category?
Headspace for grocery shopping is tapping out
The clear long-term trend we’ve seen among Irish shoppers in the past six-seven years has been an increase in pre-planning: very much encouraged by pandemic restrictions but then boosted again during the cost-of-living crisis.
We have seen more categories being a “main reason I went shopping”, and more “don’t want to run out” categories. This suggests that, in the long term, shoppers are doing more research for the best deals and sticking to a shopping list to help manage spending.
However, this increase in focus, attention and headspace being given to the grocery shop seems to have tapped out in the latest data. Growth in planning has plateaued and engagement with pre-store communications (like promotions) is starting to decline marginally Shoppers are more inclined to switch to another pack size or brand if they can’t find what they wanted to buy – the easier option versus leaving empty handed?
At the same time we see drivers of spend that require less mental effort in growth, including “buy because I feel like it” – e.g being triggered by seeing the category instore (especially when combined with theatre, imagery and more emotional cues).
Remember, if your category falls victim to this trend (being forgotten pre- or instore), there may be other levers you can use that will cut through for shoppers. Taking male deodorant as an example, which is #188 out of #194 categories for “main reason I go shopping” (not the driver of the shopping trip by any means), we still see it ranks #11 for “don’t want to run out”. A “don’t forget about me” message, plus secondary siting to interrupt the shopper, mitigate the risk of being left out of the basket altogether
Price sensitivity has peaked and is steadying – innovation is key to driving spend.
In recent years, price has been a key concern for shoppers, and we saw growth in price importance period over period. It’s now steadied out (all elements: general price perceptions, fixed low price, offers and ease of identifying value in the aisle) albeit at a higher level than seen before the peak in 2023.
Promotions, too, soften in impact slightly: pre-store promotions’ ability to drive footfall, instore promotions’ ability to drive spend and promotional recall all decline vs previous period (significantly up in the long term).
Long term, we’ve also seen a convergence
There’s only so much we can plan! After years of increased pre-planning, shoppers are tapping out on the level of headspace they’ll give their grocery shop.
Caroline Reid, Head of Client Services, Shopper Intelligence Ireland
across grocery retailers in terms of price satisfaction. The distinctiveness of the discounters as “owning” the price pillar dropped off in 2023 in the context of inflation. In this latest period (for the first time), price satisfaction scores for four of the big five overlap each other with (less than a 2% spread of scores in the group, vs an 18% gap among these retailers in 2020). The lines are blurring both between retailers and tiers in terms of what/who stands for good value
Thinking more broadly about shoppers’ willingness to spend, innovation is now the #1 strongest lever: overtaking premium which is losing resonance over time Top categories where shoppers want to see innovation (even just a new flavour, pack type or brand) are Mexican Foods, Baby Food, Chilled Vegetarian Food, Speciality Tea, Pre-Packed Specialty Cheese, Burgers/Meatballs/Ready to Cook Meats and Seasonal Chocolate a huge mix across departments in the store.
Although it’s not top of shoppers’ minds at a total store level, remember that in selected categories, premium is still vital – and they may not be the ones you immediately expect! Cold and Flu Medication and First Aid (#5 and #9 out of 194 categories for “willing to trade up to premium” respectively) may not feel like the most indulgent, luxurious purchases you could make. but when you need them, you’ll absolutely pay a bit more for better!
Loyalty schemes continue to play a vital role
Shopper “loyalty” can mean many things – so we make a distinction between “use of a loyalty card, voucher or scheme” and “I do most of my shopping here”.
In terms of loyalty schemes, we see a slight drop off in rates of usage this period, -3% in the total market (now at 72%) and with all retailers in marginal decline (after a peak last year).
The truer measure of loyalty in our view, “I do most of my shopping here”, is flat in total grocery period on period. It dropped slightly last year from a peak in 2023 when inflation concerns drove shoppers to pick a retailer and stick to it (getting their heads around new loyalty and pricing schemes). About half of shoppers surveyed said they “do most of (their) shopping here” – so there’s a lot to play for among the retailers in terms of winning share of spend.
What is the role of specific departments and categories in driving retailer loyalty? The top three departments for loyalty driving potential (“if a retailer does this category/department well, it encourages me to pick that retailer”) are Baby, Chilled and Beers/Wines/Spirits.
Convenience/Forecourts channels need to adapt or differentiate
While satisfaction is flat in the grocery channel (multiples and discounters combined), the same can’t be said for the convenience channel and forecourts. They were hit hard in 2023 and after a bounce back in the previous
period, they are again now declining in satisfaction. Availability, price (especially fixed low price) and ease of navigating the store are significant drags on performance.
What’s driving this dissatisfaction? It might be a wider mission change in the channel, or a lack of clarity around what the channel stands for. We see growth in all channels in “main shop” shopping missions, but especially in convenience/forecourt, +13ppt vs previous period. The strongest mission shift is among older shoppers (55+) who are single and living alone
It’s interesting to note that satisfaction among top up shoppers in this channel is very steady, but those doing a larger mission in the convenience channel are dissatisfied with the offering. This presents retailers in this channel with a decision point: to try to go up against the grocery channel (difficult in the context of macro space, range and pricing) or to drive differentiation of the channel.
We’d broadly suggest the latter, given the constraints mentioned above for this channel –and the significant spend opportunities. Openness to spend in this channel is higher vs grocery, but we see satisfaction gaps that indicate an untapped opportunity Premium as a spend driver is +10% in the convenience/ forecourt channel, now ahead of grocery, but premium satisfaction lags grocery by 8%. The same trend is true of innovation. By leaning
into these spend drivers, the convenience/ forecourts shopper can drive value and shopper satisfaction.
Can you relate – either in categories you work on, or just in your own personal shopping behaviour?
Shopper Intelligence is back in field now, gathering more feedback from shoppers to see how these trends continue to evolve. We’ll share more soon and, in the meantime, get in touch if we can help on your category
Shopper Intelligence is a syndicated shopper research programme covering 194 categories in the store. 2025 results are based off a sample of over 31,000 Irish shoppers, collected between April 2024 and December 2024. Shoppers answer an online survey about a purchase of a specific category in a specific retailer in the last one to three days. The survey focusses on the “how” and the “why” of the purchase: pre-store and instore behaviour, drivers of traffic and spend, what’s most important to shoppers and how satisfied they are. For data and insight specific to your category or channel, contact Caroline Reid, head of client services, Shopper Intelligence Ireland. Email: caroline.reid@shopperintelligence.com. ■
Only half of shoppers are “loyal” (saying they “do most of their shopping here”) – there’s a lot to play for!
Adapting to changing times
Muhammad Tauqir, owner,
MACE Greenpark talks to Donna Ahern about the store’s recent renovations, growth, and community engagement
MACE Greenpark, a well-established retail store in Limerick, has recently undergone significant renovations, marking a pivotal moment in its journey. The store, with its spacious layout and long-standing presence, continues to be a local favourite for both its wide range of grocery offerings and its communitydriven ethos. We sat down with Muhammad Tauqir, the current owner, to discuss the store’s history, recent upgrades, and its commitment to both customers and the local community.
Key milestones
MACE Greenpark has been serving the local community for over 15 years, albeit under different managements and trading names. Muhammad Tauqir and his team took over the store’s operations five years ago, transforming the business into the thriving hub it is today.“The store is housed in a purpose-built retail space, with a generous 3,000-square-foot customer accessible floor and an equally expansive basement for stock storage, ” says Tauqir.
Strategically located in the heart of Greenpark Shopping Center, the store benefits from the convenience of ample parking space, which Muhammad points out as a significant advantage over other nearby shopping locations.
When the current management team took over, the first major milestone was to raise the store’s standards across various fronts: hygiene, product stocking, and value offerings, all while trimming unnecessary overhead costs.“We took over during the challenging
times of COVID-19, so we also focused on staff training to ensure that we could safely serve our customers while maintaining high standards,”Tauqir explains.
One of the most important milestones for the store came with its renovation, particularly after becoming part of the MACE symbol brand group. This has allowed the team to improve the store’s overall appearance and service standards, which, according to Muhammad, is helping the store reach its ultimate goal of becoming the go-to place for everyday grocery needs.
Major renovations
The recent renovations at MACE Greenpark, completed in August 2024, have completely transformed the store’s layout Tauqir shares: “Previously, the store had a boxed-in look with
bulkheads on the walls, which gave it a closed-off feel
We removed these bulkheads, opened up the space, and created a much more open and welcoming atmosphere.”
The revamped layout includes longer aisles for more stock, with wider spaces that allow for a more comfortable shopping experience
The store’s deli section has also been upgraded to a ‘For food’s sake’ deli, with a number of new hot and cold fresh food options. In addition, a new Insomnia coffee corner has been added, offering a popular and established brand of coffee to customers.
“The feedback we’ve received since the renovation has been overwhelmingly positive. Customers are excited to come in and see the changes, and we’re seeing the benefits in terms of foot traffic and sales,” Tauqir adds
Spacious aisle, MACE Greenpark
‘For food’s sake’ deli counter, MACE Greenpark
(L-R) Lisa O’Brien, Muhammad Tauqir Aslam, Shirlie Sheehan, Alex Sheehan outside MACE Greenpark
“The relationship between myself and my staff is excellent.”
Sales growth
Though the renovation temporarily impacted sales, the store has seen a noticeable recovery, particularly in the latter part of 2024.Tauqir reports:“In November and December, we saw an 8% increase in sales compared to the previous year This is a clear sign that our regular customers are coming back, and they’re really liking what they see. ”
Looking ahead, the early months of 2025 have also seen positive growth, with sales in January and February outperforming the same months in 2024.
Dedicated team
MACE Greenpark employs a team of 11, with six fulltime and five part-time staff members. Muhammad is proud of the strong local team that serves the community, noting that the store has a mix of seven local Irish staff and four non-EU staff members.
“The relationship between myself and my staff is excellent,”Tauqir shares.“We have a flat structure where we all work together as a team to deliver the best experience for our customers. Since taking over the store five years ago, we’ve had very low turnoveronly one permanent staff member has left, and many have been with us for over a decade.”
Supporting local
MACE Greenpark is deeply committed to supporting the local community. The MACE store regularly contributes to charity efforts, including supporting the Debra‘Run to 40’ by donating €1 for every cup of coffee sold on the day of the event.
Additionally, the store features products from local suppliers, such as The Danes Bakery in Limerick, which provides fresh breads, tarts, and other baked goods “The Danes Bakery has been with us for 8 years, and their products are very popular with our regular customers,”Tauqir says. Another local supplier, Buckley Bread, also contributes fresh baked goods
Pleasant shopping experience
According to Muhammad, several factors make MACE Greenpark stand out in the competitive retail market.“The convenience of parking, combined with the open and accessible store layout, makes for a pleasant shopping experience for everyone, including our elderly and differently-abled customers,” he explains.
Furthermore, the store’s dedication to offering good value for customers - particularly in light of the ongoing cost-of-living crisis - is a key factor in its success. Muhammad is always on the lookout for the best deals to ensure that the store provides competitive prices without compromising on quality.
Support from BWG group
As part of BWG Foods, MACE Greenpark receives valuable support from the leading retail and wholesale group. Muhammad highlights the contributions of
Colin Brady, the MACE retail operations advisor, who has been instrumental in guiding the store through renovations and bringing it up to the BWG standards. He also credits Aoife Ryan, the fresh food advisor, for her help in enhancing the store’s deli offerings and training staff.
Navigating rising business costs
Like many businesses, MACE Greenpark has felt the pressure of rising operating costs, particularly in energy prices However, Muhammad is proactive in addressing these challenges, explaining that the store has invested in new, energy-efficient equipment for its fridges, chill cabinets, and counters “These upgrades not only improve the aesthetic of the store but also help reduce energy bills,” he notes.
As the cost-of-living crisis continues to affect consumers, MACE Greenpark remains focused on
providing value while managing its own increasing costs.“We’re all in the same boat,”Tauqir says “We understand the pressure on our customers, and we strive to do our part by offering the best prices without compromising on the quality of our products.”
Commitment to quality
MACE Greenpark is a store that has successfully adapted to changing times, with a strong focus on community, customer satisfaction, and continuous improvement. Under Tauqir’s leadership, the store has not only renovated its physical space but also revitalised its relationship with the local community, creating a welcoming environment that customers can trust. As it continues to grow and evolve, MACE Greenpark stands as a prime example of how a commitment to quality service and community engagement can drive success in the grocery retail industry ■
“We understand the pressure on our customers, and we strive to
do our part by offering the best prices without compromising
on the quality of our products.”
Muhammad Tauqir, owner, MACE Greenpark
Greenpark interior
Greenpark exterior
Brand out, not blend in
As brands navigate an increasingly competitive and fast-evolving market, the role of sales, and marketing companies has never been more crucial, ShelfLife reports
In Ireland’s dynamic business landscape, it’s no longer enough to simply have a great product, brands must be seen, heard to help them to thrive. That’s where expert sales and marketing partners come in. Retailers and suppliers alike depend on these specialists to extend their reach, accelerate growth, and build long-term customer loyalty From strategic brand positioning and digital campaigns to in-store promotions and meia advertising, these companies offer the full spectrum of services needed to stand out in crowded markets.
However, with so many agencies and partners available, how do businesses choose the right one? It comes down to proven expertise, a strong track record, and a clear understanding of the ever-changing consumer landscape Choosing the right sales, marketing and distribution company will help your brands to
succeed in Ireland and beyond. With the right support to implement innovative strategies, valuable market insights, and core services that these companies bring to the table you will have the right clarity and confidence to help you to take your brand to the next level.
Allegro Sales & Marketing
Connesting brands, retailers and consumers
Address: 2nd Floor Unit 3, Nexus Building, Blanchardstown Corporate Park 1, Dublin 15, D15 TPW8. Phone: 353 (1) 858 0600
Luxury: Coty luxury (Hugo Boss, Calvin Klein, Gucci, Joop!, Marc Jacobs, Burberry, Lancaster, OPI) Patchology, This Works, Formula Prescott.
Allegro Ltd is one of the largest and longest established sales marketing and distribution companies operating in Ireland. Allegro’s proven capability to deliver varied yet cost effective sales solutions to our clients is achieved through a clear focus on the distinct needs of our individual clients to accomplish quality driven results.
Wholefoods Wholesale (trading as Simply Wild Ltd.) is the leading distributor of natural and health & wellness products nationwide It specialises across multiple product categories in the health and wellness space, including foods, ready to go drinks, snacking, confectionery, nutritional supplements, eco household and personal care. It’s specialised channel-based field sales teams, supported by its marketing team, are dedicated to building brands within Irish retail.
The company is constantly monitoring the latest trends within health & wellness, and our experienced commercial team can provide insights and advice on innovative emerging products that consumers want.
With its warehouse and office based in Dublin, its consolidated supply chain allows nationwide distribution to over 2,500 retail points across Ireland.
Wholefoods has a proven record of working with both brand and retail partners to build and develop brands. The company is committed to helping you grow your business by driving its brand knowledge support and providing a superior service.
For over 75 years, Ampersand has been at the heart of the Irish retail industry, connecting global brands with Irish retailers and consumers. As a family-owned business, we have built a reputation for excellence across cigars, tobacco accessories, vaping, nicotine pouches, confectionery, snack foods, FMCG and wine
From 1st May 2025, Ampersand will no longer operate within the wine sector, allowing us to focus entirely on our fastgrowing FMCG portfolio This shift reinforces our commitment to bringing innovative, high-quality brands to the Irish market, catering to the evolving needs of retailers and consumers alike.
With a nationwide footprint, Ampersand serves over 3,000 FMCG customers, from independent retailers to major retail groups. We also partner with Irish distributors, helping brands expand across the convenience and multiple sectors.
Brand portfolio
We represent leading global and Irish brands, including:
Agio Cigars | Signature & Henri Wintermans Cigars (from 1 May 2025) | OCB | Clipper Lighters | Swan | X-Booster Caffeine Pouches | 77 Nicotine Pouches | Bob Snail Fruit Snacks | Cleeve’s Irish Confectionery | Sonas Sweets.
With a dedicated field sales team and a hands-on marketing approach, we ensure seamless product placement, brand visibility, and strong retailer partnerships.
Why choose Ampersand as your distribution partner?
At Ampersand, we do not just distribute products – we build brands. Our approach includes:
• Decades of industry experience –Leveraging deep FMCG knowledge to create tailored retail strategies.
• Strong retail network – Direct access to Ireland’s leading retailers ensures premium shelf space and visibility
• Comprehensive brand support – From product launches to category management, we drive sustained growth.
• Proven marketing strategies – Combining trade promotions, merchandising, digital marketing, and in-store advocacy to maximise impact.
• Transparent collaboration – Keeping brand partners informed with open communication and strategic planning.
Finding the right outsourcing partner for your brand
A strong partner should have:
• Proven category expertise – We understand the FMCG landscape and evolving consumer trends.
• Established retail relationships – Our deep network across independent and major retailers offers a competitive edge
• A proactive sales team – We do not just move stock; we place, promote, and grow brands in-store
• A tailored approach – Every brand is different, and we develop custom strategies to maximise potential.
How we ensure your brand reaches consumers effectively
• Retailer relationships – Our long-standing partnerships with all major retail groups and independent stores ensure strong product placement.
• Multi-channel distribution – We provide direct-to-store delivery, van sales, and merchandising support, ensuring product availability where it matters most.
• Staff training & brand advocacy – We equip retail staff with the knowledge and confidence to sell your products, turning them into brand ambassadors.
• Market-leading brand support – We enhance visibility and sales through trade promotions, merchandising, digital
marketing, and product sampling, helping brands achieve strong consumer engagement and long-term growth.
Expanding our FMCG portfolio with global innovations
Ampersand is at the forefront of consumerdriven trends, introducing exciting new global brands to our portfolio that tap into the demand for functional wellness, premium lifestyle choices, and healthconscious snacking:
• X-Booster Caffeine Pouches – The first caffeine pouch on the market, delivering a convenient, sugar-free energy boost for busy professionals, gamers, and fitness enthusiasts.
• 77 Nicotine Pouches – Recognised as Best Nicotine Pouch Innovation at InterTabac 2024, 77 offers a premium, discreet nicotine alternative. With an exclusive F1 partnership with Valtteri Bottas, it includes two signature flavours within its diverse range
• Bob Snail 100% Fruit Snacks – A global success in clean-label snacking, Bob Snail’s 100% fruit snacks cater to healthconscious consumers looking for natural, wholesome options.
• Signature & Henri Wintermans Cigars – From 1 May, 2025, we will proudly distribute Signature and Henri Wintermans, brands synonymous with craftsmanship and rich flavour, further strengthening our premium tobacco portfolio
A strong future ahead
Ampersand’s future is built on innovation, expertise, and a relentless commitment to delivering premium products to the Irish market. As we expand our FMCG offering, we remain a trusted partner, offering the industry knowledge and market-leading strategies that have defined us for decades. For partnership opportunities or more information, contact Ampersand on 01 413 0100 or visit: www.ampersandsales.ie
SHS Sales & Marketing
Fact file
Address: Unit Q1, Aerodrome Business Park, Rathcoole, Co Dublin, Ireland
Brand social media handles: https://www.linkedin.com/company/ shs-sales-marketing-ireland/
Elevating brands with SHS Sales & Marketing
SHS Sales & Marketing is one of Ireland’s largest sales and marketing companies, renowned for our expertise, market knowledge and commitment to excellence.
Our team has a wealth of expertise, crafting innovative strategies and executing meticulous merchandising plans to drive brand success Leveraging comprehensive market insights, we ensure brand prominence, visibility and impact in a competitive landscape Central to our success is our people-centric culture, fostering collaboration, creativity and continuous learning to build lasting relationships based on trust and mutual success
Our ability to seamlessly introduce new brands to our portfolio is a testament to our expertise In 2024, we welcomed Fox’s Biscuits and Nerds candy, further enhancing our diverse range of offerings. These introductions were supported by strategic planning, comprehensive market analysis, and impactful in-store execution, ensuring these brands achieved strong traction in the Irish market.
A commitment to responsible growth
At SHS, we believe in balancing commercial success with a strong sense of responsibility Sustainability is embedded in how we do business. From reducing our carbon footprint to supporting our brand owner sustainability efforts, we are committed to driving positive change For example, we have invested significantly in greener logistics solutions, embedded sustainable practices, partnered with brand owners to deliver impactful environmental initiatives and supported our local communities. These efforts ensure that we not only support brand growth but also contribute to a more sustainable future. When considering outsourcing partners, brand owners should prioritise finding a partner that aligns with their values, goals and specific brand needs. At SHS, we believe in the power of partnership to drive brand growth. By selecting SHS as your outsourced solutions partner, brand owners can tap into our expertise and track record of driving sales growth for a diverse range of household brands.
Our success lies in our ability to form strategic alliances and capitalise on synergies within product portfolios. For example, by combining the Cricket Lighters and Standard Brands portfolios, we leveraged our strength and scale in the ignition category, gained market share in the lighter category, and achieved market-leading in-store execution.
We have successfully launched WKD Zero and WKD Vibe These innovations not only expanded the WKD portfolio but also resonated with a broader consumer base
In addition, our seasonal selling period executions across key brands showcased our expertise in seasonal activation, delivering exceptional in-store displays and driving sales.
Turning insights into action
Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our Sales team, armed with channel expertise and category knowledge, cultivates excellent relationships with buyers and utilises market and consumer insights, along with brand owner data, to anticipate and shape market dynamics. A recent example includes supporting Meridian, Ireland’s number one nut butter brand, with excellent in-store execution to drive awareness and maintain its market-leading position.
SHS represents a range of iconic brands including WKD, Fox’s Biscuits, Nerds, Burton’s Biscuits, Punjana, Reckitt’s Household and Healthcare, Meridian, Shloer, bottlegreen, Biobag, Organix, Terry’s, Vileda, Maguire & Paterson matches, Cricket lighters, and Zip ignition products.
When partnering with SHS to outsource your brand, you gain access to a wealth of expertise aimed at optimising your brand’s potential, anticipating market needs, and ensuring outstanding results. We understand that flexibility is paramount, which is why we tailor our services to suit your brand’s unique needs and goals.
Merchandising excellence
We devise and implement tactical solutions to achieve your brand’s strategic goals. Expertly designed and high-quality merchandising is crucial to ensuring maximum visibility for your brand in the retail environment. For example, in response to increasing consumer demand for selfmedication during the cold and flu season, we collaborated with Reckitt’s Healthcare team to develop impactful in-store branding for their winter medication range By securing ladder displays and free-standing display units, we enhanced visibility and drove significant category growth.
Similarly, our work with Zip ignition products showcased our ability to create standout in-store displays that capture consumer attention and drive sales. These initiatives reflect our commitment to delivering creative and effective merchandising solutions that align with brand strategies.
SHS Sales & Marketing continues to enhance its portfolio’s impact through innovative strategies, robust retailer relationships and a commitment to excellence. Whether launching new brands, executing seasonal campaigns, or advancing sustainability goals, we remain focused on driving growth and delivering success for every partner we represent. ■
Cool treats, hot sales
Ice cream sales are set to soar as consumers look for cool respite as the summer season sets in, Donna Ahern reports
According to the latest Euromonitor report, ice cream in Ireland in 2024 is recovering, having been one of the snack categories most severely impacted by inflationary pressures. The data indicates that the heightened cost of milk, sugar, and cocoa-key ingredients in ice cream production - led to high single-digit price increases in 2023, causing retail volume sales to decline However, 2024 brought a more promising outlook as price increases to significantly lowered amid the easing of milk costs, although sugar and cocoa prices continue to rise
With warmer weather just around the corner, now is the perfect time for retailers to seize the opportunity and stock up on both new and established ice cream brands. Offering a diverse range of flavours will cater to the growing demand as consumers are eager to indulge in refreshing treats during the sunny season. New and innovative flavours will capture the attention of adventurous
customers, while familiar favourites provide a sense of comfort and reliability By preparing early, you can take full advantage of the upcoming ice cream boom, attracting a wider range of customers and driving sales.
Retailers should also focus on the importance of variety, keeping in mind that
consumers are increasingly seeking premium products, low-calorie options, and indulgent treats alike. Stocking a variety of brands from well-established names to exciting new entrants, ensures you cater to all customer preferences, boosting foot traffic and ensuring a successful season ahead.
A multisensorial experience
Magnum introduces the new Utopia range an all-new multisensorial experience – a deliciously unique marbled ice cream.
The visually disruptive marble pattern allows consumers to take their pleasure beyond, with a unique bite and flavour each time
Revel in the sumptuously indulgent comfort of Magnum Double Hazelnut, with ripples of hazelnut flavour and caramel almond flavour ice creams and a rich, luscious, salted hazelnut sauce. It is encased in a thick white cracking chocolate combined with salted caramelised hazelnut, almond and pistachio pieces.
Magnum Double Cherry provides an intense and vibrant combination of sweet and sour berries. With blackcurrant-raspberry and cream flavour ice creams at its core, the marbled ice cream is then drizzled in sour cherry coulis sauce and coated in the iconic, smooth cracking Magnum milk chocolate and crunchy berry flavour sugar pieces.
Available in an impulse single stick and in a three X 85ml multipack in stores nationwide
The ice cream of ice creams
Häagen-Dazs, also known as ‘The Ice Cream of Ice Creams’ brings a spoonful of indulgence with every mouthful. To create this luxurious and creamy ice cream, a unique blending technique is used to combine four simple and classic ingredients: fresh cream, milk, eggs, and sugar Häagen-Dazs ice cream is made with the highest quality real ingredients, no artificial flavours or colours and no sweeteners. Try the top sellers Vanilla, Salted Caramel or Cookies & Cream Ice Cream to see for yourself
Boost your business with seamless, profitable solutions
In today’s fast-paced business world, innovation is key to staying ahead. At Smooch Ice Cream, it understands that success is about more than just offering a sweet treat; it’s about delivering an experience that leaves a lasting impression. Its soft-serve ice cream isn’t just a product; it’s an opportunity to create moments of indulgence that keep customers coming back for more. When you partner with Smooch, you’re offering an experience that makes it special for your customers.
Why do retailers love working with smooch?
Alternatively, choose a multipack of ice cream mini tubs and try all the flavours! The Minicup Collection Multipacks provide a selection of four delicious flavours, perfect for sharing.
Häagen-Dazs pints are available in retailers nationwide Mini Cup Collection Multipacks are currently available in Dunnes Stores and Tesco.
It’s simple: Smooch makes it easy. With Smooch Ice Cream, you’re not just adding soft serve to your menu; you're adding a hasslefree, fully managed solution that elevates your offering. From installation to staff training, product supply to maintenance, we handle all the details so you can focus on what matters most: your customers and boosting profits. With our expert support, there’s no need for maintenance worries or operational challenges. We take care of everything. Innovation at the core
At Smooch, innovation is at the heart of what it does. With ongoing menu development, it introduces new flavours and seasonal specials that resonate with current trends and customer preferences. It’s newly
Magnum Double Cherry
Magnum Utopia Double Hazelnut Nocciola
launched viral Dubai Chocolate flavour is a testament to its ability to capture market excitement and deliver unique taste experiences that drive sales and customer satisfaction.
Big events, big opportunities
2025 is shaping up to be a year of growth and excitement for Smooch. In addition to its ongoing menu innovation, it has some exciting events lined up throughout the year It is ‘thrilled’ to hint at the upcoming expansion of the Smooch brand: Smooch Açaí. Set to roll out next month in select locations nationwide, this new concept will bring a fresh and exciting dimension to its brand. Stay tuned for more details as it continues to innovate and enhance the Smooch experience.
The Smooch advantage: Brand presence and value for your business
With nearly 200 locations across Ireland and expanding into the UK, its brand presence speaks volumes. As the number one concession in Ireland, Smooch’s reputation adds instant credibility to your offering. When you partner with Smooch, you’re not just adding ice cream to your menu; you’re tapping into a proven brand that customers know and trust.
By incorporating Smooch into your store or online platform, you’re offering a premium product that enhances your overall customer experience, helping you build brand loyalty and ultimately boosting revenue Our commitment to seamless service and continuous innovation ensures that your
business stays ahead of the curve, bringing more value to your customers and driving consistent growth.
Make it special with Smooch Ice Cream
Whether it’s our ever-evolving menu, exciting new flavours, or hassle-free solutions, partnering with Smooch is the key to offering an exceptional ice cream experience. Join the
New flavours, ideas, packaging are key
It very easy to disrupt and tempt ice cream shoppers, notes Shopper Intelligence
brand in making 2025 the year of growth, innovation, and unforgettable moments for your customers. With Smooch, you’re not just serving ice cream - you’re making it special.
The smart choice for retailers. As a smart retailer, you understand that the right partnerships are key to unlocking success Smooch isn’t just another ice cream brand; it’s a powerful tool for growth and innovation, with the potential to transform your business.
Ice cream over-indexes for being impulsively purchased instore It is less likely to be on the shopping list like many ‘treat’ categories.
According to Shopper Intelligence, the good news is it is very easy to disrupt and tempt ice cream shoppers. Often just seeing the category is enough of a trigger to buy – so visibility and secondary display are key NPD also plays a role here – new flavours, ideas, packaging can all encourage shoppers to spend more. One thing to watch out for is the ‘ease of shop’. Are you letting shoppers down at the last step with poor layout and availability? Ice cream shopper satisfaction scores seem to suggest so
I Scream: Ireland’s favourite treat!
The introduction of BWG Foods’ I Scream concept to the convenience retail industry in 2017 was in direct response to a growing preference for high-quality, ethically sourced dairy products among Irish consumers.
Coupled with an emerging demand for premium and indulgent offerings, BWG’s I Scream concept is a turnkey solution designed to help retailers across the SPAR, EUROSPAR, MACE, LONDIS and XL networks capitalise on this opportunity
I Scream offers a diverse and complete range of ice-cream products, including cones, tubs, sundaes, and milkshakes. This compact ice-cream parlour provides a wide variety of flavours and toppings, catering to evolving consumer trends, which will feature in this year’s seasonal limited time offers, driving footfall and repeat purchases. The novelty factor associated with the Limited Time Offers leans into the consumer desire for new experiences, their willingness to indulge themselves on special occasions, and responds directly to a trend for a wider variety of ice cream made with high quality ingredients.
The I Scream concept enhances the in-store experience with its eye-catching design and ease of maintenance. Retailers can customise their I Scream setup with additional equipment such as microwaves and crepe warmers. They can also avail of comprehensive support to ensure success, including POS merchandising, digital content, and staff training.
I Scream is not just a dessert; it’s an experience and a high-margin opportunity for retailers to help them thrive during the summer season. 2025 will see I Scream continue to roll out across the BWG network of stores, as the brand grows from strength to strength.
Oreo Ice Cream set to boldly extend range for 2025
Introducing the Oreo Ice Cream Sandwiches and Oreo Mini Sticks Multipacks.
Capitalising on significant growth momentum over the past two years, Oreo Ice Cream will expand its portfolio in 2025 with two new exciting products, broadening its reach while also unveiling a refreshed packaging design across its ice cream portfolio for 2025. The new look aligns with global territories, delivering a modern cohesive appearance that enhances on shelf visibility through effective brand blocking. This bold redesign strengthens Oreo’s presence, ensuring the brand stands out in an increasingly competitive market.
Oreo Ice Cream Sandwiches
Since its launch into the market, the Oreo ice cream sandwich has continued to grow in demand, and has become one of the bestselling lines in the Impulse ice cream category Now, for the first time, one of the best handheld ice creams in the market will be available as part of a multipack, to appeal to the younger millennial snacking audience. Consisting of delicious creamy ice cream with Oreo cookie pieces inside, the ice cream is sandwiched between two cookies, the Oreo
Silver Pail innovates to create new ice-cream lines for Tesco
A brand new Tropical and Vanilla ice-cream tub, crafted by Silver Pail for Tesco, has just landed on the shelves of the retailer’s 183 stores across the country This exciting innovation showcases premium products made with the finest Irish cream sourced from local farms.
As Ireland’s largest ice-cream maker, the Cork-based Silver Pail has been Tesco’s trusted own-label partner since 2020 They supply a diverse range of tub, block, and pint-sized ice-cream products to Tesco stores nationwide as well as through Tesco’s market-leading online shopping service.
The latest range update follows the signing of a contract extension late last year between Tesco and Silver Pail, valued at an estimated €3.5 million.
Joe Manning, commercial
ice cream sandwich brings to life the same pleasure those experience when eating the classic cookies. The move into a multipack will allow customers the joy of enjoying the bestselling ice cream at home Oreo Ice Cream Sandwiches are now available in stores nationwide
Oreo Ice Cream Mini Sticks
Building on the success of the Oreo ice cream sticks in 2024, the brand is expanding its lineup with the introduction of the new Mini Sticks to the portfolio providing a fun and shareable option, perfect for the entire family to enjoy.
The Oreo Mini Sticks include a creamy vanilla ice cream with Oreo cookie pieces inside the mix, with a unique coating of crushed Oreo cookies. Oreo Mini Sticks are
director at Tesco Ireland, expressed his delight at the strengthening partnership with Silver Pail. “This partnership with Silver Pail reflects our strong focus on supporting Irish suppliers, Irish agri-food, and the Irish economy,” he said. “This contract extension is good news for local farmers, the local economy, and for our customers around Ireland, who can continue to enjoy products of exceptional quality and provenance.”
Located in Ireland’s renowned Golden Vale, Silver Pail uses the finest creams from dairy farms in this world-class dairy farming region.
Silver Pail Director Paul Condon emphasized the importance of the partnership with Tesco. “We have been working with Tesco for the past five years, and this latest contract extension is a significant addition to our business,” he said. “It helps us secure the jobs of our local workforce and supports many local and Irish suppliers.”
• Tropical and Vanilla Ice Cream 900ml tub – core range
• Tesco Protein Salted Caramel 500ml
• Tesco Protein Raspberry Ripple 500ml.
now available in stores nationwide
Commenting, Shane Guest, country manager, Froneri Ireland, said: “2025 is shaping up to be a pivotal year for Oreo Ice Cream, with not just two exciting new product launches, but also a packaging refresh that elevates the Oreo brand to a more modern and dynamic level. As one of the fastestgrowing established brands in the ice cream category, Oreo is unveiling a bold new-look featuring striking typography and hero imagery purposefully designed to grab customer attention and create greater impact on the shelves through brand blocking. This relaunch will fuel strong growth in 2025, supported by a multi-channel, digital, integrated campaign to target a younger millennial audience and reinforce Oreo’s leadership in the ice cream category.” in ice
Oreo Ice Cream Mini Sticks
Oreo Ice Cream Sandwiches
Vanilla ice cream
Cadbury ice cream launch two irresistible ice creams for 2025
Introducing the newest additions to the Cadbury ice range: Cadbury Dairy Milk Mint Stick and Cadbury Crunchie Tub Cadburys ice cream has rapidly grown into a standout within the category Building on this momentum international ice cream company Froneri is excited to unveil two new Cadbury ice cream launches for 2025 in the stick and tub category The new creations, packed with indulgent Cadbury inclusions are set to appeal to a broad family audience.
As the demand for handheld and snacking continues to soar, Cadbury remains at the forefront of this growing trend. Ice cream snacking occasions have increased by 30% over the past 10 years driven by busier lifestyles and the need for quick, delicious treats. We’ve also seen an increase in consumers treating themselves with indulgent ice cream more frequently, with Cadbury sticks and tubs both growing ahead of the market in each respective sector The snacking trend shows no signs of slowing, and in response to growing consumer demand, Cadbury Ice Cream is set to capitalise on this momentum with its latest product launches for 2025, perfectly timed to meet the ongoing desire for indulgent, convenient treats.
According to Shane Guest, country manager, Froneri Ireland: “The exceptional quality of our
products has earned the trust of consumers, becoming the most consumed brand at family occasions with some of the highest repeat rates in the category As we look ahead to 2025, we are thrilled to unveil the launch of two exciting new lines poised to further elevate our best-selling range With Cadbury's unmistakeable taste and the increasing demand for snacking, these irresistible treats are sure to disappear fast.”
Dairy Milk Mint Stick – Impulse (90ml) & Multipack (4x90ml)
The newest flavour to join Cadbury’s portfolio is the Dairy Milk Mint Stick (4x90ml). Research highlights that Cadbury consumers show high appeal for a mint flavour addition to the Cadbury range, and mint flavoured SKUs in the ice cream category rank in the top half of the category when ranked on loyalty rates. Combining a creamy mint ice cream swirled with Cadbury Dairy Milk chocolate with a hint of mint, the Dairy Milk Mint Stick is encased in a Cadbury Dairy Milk chocolate coating with mint crisp pieces adding an extra layer of indulgence.
Cadbury Crunchie Tub (425ml)
Cadbury Crunchie ice cream sticks boast a strong repeat purchase rate and the new tub format is set to continue that trend. This honeycomb ice cream includes honeycomb & Cadbury Dairy Milk chocolate pieces with a
New to Impulse 2025
Cadbury ice cream will continue to be supported by a major advertising campaign to support the new launches, including a TVC campaign to inspire those special Cadbury moments. ■
luxurious Cadbury Dairy Milk core centre delivering an indulgent experience.
Dairy Milk Mint Stick Multipack (4x90ml)
Cadbury Crunchie Tub (425ml)
Growing demand
As awareness about the environmental and health benefits of organic products rises, more customers are seeking out organic produce over conventional alternatives, ShelfLife reports
As Irish consumer preferences continue to shift towards healthier and more sustainable choices, organic produce is becoming increasingly important in the retail landscape Retailers who prioritise organic products are not only meeting evolving customer expectations but are also positioning themselves for long-term success By stocking a wide range of organic items, retailers can attract more foot traffic, foster greater customer loyalty, and ultimately see a positive impact on overall sales figures.
Incorporating organic produce into a store’s offering is no longer just a passing trend - it represents a strategic and forward-thinking decision that reflects changing consumer
Biona: A leading organic food supplier
As one of the first organic companies in Ireland, Biona is a family-run business with over 40 years’ experience supplying Irish and international retail partners. All the products in our range are naturally grown on organic farms without the use of harmful chemicals and pesticides. So, it’s no surprise Biona has become a leading organic food supplier to independent health stores and many leading Irish retailers including Dunnes, SuperValu &
values. Shoppers are becoming more conscious of their health and the environmental impact of their purchases, and they expect retailers to respond accordingly By sourcing high-quality organic produce,
grocery retailers can demonstrate their commitment to both customer wellbeing and environmental sustainability, giving them a distinct edge in an increasingly competitive market.
Tesco. We’re known as one of the most innovative brands in grocery, offering over 270 organic and vegetarian products in over 20 categories.
The Irish organic sector is among the fastest growing in the world, and in line with EU targets, the country plans to increase organic agricultural land from 8.5% to 25%. This is because of the growing number of Irish consumers who are looking to make healthier choices and eat food that is good for them and good for the planet. And when you add in the increased understanding about the potential long term health impacts of consuming too much ultra processed food, it’s easy to see why a growing number of people want heathier clean-label foods, with organic as the natural choice.”
To respond to this growing desire to eat healthily, we recommend Irish retailers have a dedicated organic section within their store, and stock a diverse range of core organic food
and drink products, including staples like grains, pasta, and canned goods. It’s also worth noting that, while there are certain times of the year when healthy living is higher up people’s agenda such as in January, in reality, this is not a short-lived phase but something that many consumers now wish to do all year round. One retailer who does recognise this is Tesco Ireland, with whom we’ve recently been delighted to achieve 45 new listings including our organic rye breads, canned beans & pulses, nut butters and granolas.
Biona Organic Black Beans (4 X 400g)
Biona Organic Granola Wild Berry Crisp
Biona Organic Rye Bread
& withA
Carmen Ferguson, brand manager, Windmill Organics
Q: What inspired your company to focus exclusively on organic food, and how do you ensure the integrity of your products throughout the entire supply chain?
A: “The Biona story begins in the 1970s on the west coast of Ireland, where co-founder Noel McDonald was learning to live off the land. His passion for respectfully grown produce firmly established, he moved to London to open one of the country’s earliest organic focused shops: Windmill Wholefoods in Fulham. A year later a vegetarian, wholefood restaurant was added, where he met fellow organic advocate Donata Berger With their shared motivation to bring the benefits of organic to more people, the pair went on to found the UK’s first organic company, Windmill Organics. The company’s first brand was Biona and would be about purely organic, ethically and sustainably sourced food. Now, Biona is the go-to organic brand in Ireland, offering over 270 organic and vegetarian products in over 20 categories, and we also currently distribute to over 40 countries globally.”
“In the UK and Ireland, organic food integrity is ensured through strict certification by bodies like the Soil Association and the Irish Organic Association, following EU and UK organic standards. The supply chain is safeguarded through rigorous traceability, third-party audits, and strict prohibitions on synthetic chemicals, GMOs, and artificial additives. Detailed recordkeeping, sustainable farming practices, and ethical labour standards further reinforce credibility. To prevent contamination, organic and non-organic products are kept separate throughout processing and distribution.”
Q: Can you explain the key differences between organic and conventional farming methods, and why are these differences important for both the environment and consumers?
A: “The key difference between organically and conventionally grown produce is that organic methods work in harmony with nature, without the use of harmful artificial chemicals, pesticides or GMOs. Unlike conventional farming, which relies heavily on chemical inputs to maximise yields, organic farming nurtures soil health through crop rotation, composting, and natural fertilizers, fostering biodiversity and reducing environmental harm. We know from our own research that ‘no pesticides’ is the number one reason consumers enter the category and stay in it. Shoppers are also attracted to the higher nutritional content of organic food. Many farmers in the UK and Ireland are now moving towards more sustainable methods of farming such as regenerative agriculture, which is a step in the right direction, but the gold standard of farming is of course organic and will remain so.”
Pioneering sustainable winemaking
With vineyards spread across seven of Chile’s most renowned wine valleys, Cono Sur has long been a pioneer in sustainable winemaking. Since its foundation, the winery has placed environmental responsibility at the heart of everything it does—a commitment that’s been recognised with B-Corp certification, awarded to companies that meet the highest standards of social and environmental performance, transparency, and accountability
This ethos is symbolised on every bottle by the image of a bicycle, introduced in 2012 as a tribute to the vineyard workers who cycle to the vines each day. It’s a simple gesture, but one that speaks volumes about the values Cono Sur holds dear Organic winemaking is a cornerstone of the winery’s philosophy. By avoiding chemical treatments and prioritising soil health, Cono Sur not only preserves the land for future generations but also produces wines of great character and purity The Organic range reflects this commitment, offering wines that are better for the planet and for those who enjoy them.
This year, Findlater & Co is set to launch the ‘Why Organic?’ campaign, shining a light on the key reasons to choose organic: Soil, Quality, Health, and Community The campaign aims to spark conversation and help consumers better understand the real impact behind the label.
Q: What challenges do you face in sourcing and maintaining a consistent supply of highquality organic produce, especially given market fluctuations or seasonal changes?
A: “Like many suppliers in the food and drink industry we are at the mercy of the effects of climate change which can impact our supply chain, such as last year when a shortage of olives due to a bad harvest caused their price to skyrocket More recently, the global coconut harvest has faced significant challenges, including reduced yields in major producing countries like the Philippines and Sri Lanka, due to unpredictable weather and the impact of El Niño, leading to supply constraints and price volatility which of course impacts products such as our coconut milk.”
Q: How do you educate and inform consumers about the benefits of choosing organic products, both in terms of health and sustainability?
A: “It’s pretty clear the pandemic made people more health conscious and the food and drink they consume is obviously a big part of that. When you add in the increased understanding about the potential long term health impacts of consuming too much ultra processed food, it’s no surprise a growing number of people want heathier, natural foods without chemical additives, so organic is the natural choice. By clearly communicating these benefits, consumers can be empowered to make more informed, health-conscious choices about organic products.”
Carmen Ferguson, brand manager, Windmill Organics
Noel and Donata McDonald, Founders of Biona
43 Organic CATEGORY FOCUS
Flahavan’s organic range: Good for you and good for the planet
Nourish your body while caring for the planet with Flahavan’s organic range, a wholesome collection of products made with the finest organically grown Irish oats. From their creamy Organic Porridge Oats to hearty Jumbo Oats and the smooth, refreshing Organic Oat Drink, each product is crafted using 100% Irish organically grown oats. This range is packed with fibre, vitamins, and slowrelease energy to keep you feeling your best, naturally Flahavan’s Organic Oat Drink brings the goodness of Irish oats into your glass in a way that is smooth, lightly oaty, and ideal for everything from morning coffees to smoothies. Made using just a few natural ingredients, it’s a delicious plant-based alternative you can feel good about.
With seven generations of oat-milling expertise behind them, Flahavan’s commitment to sustainability is at the heart of
every product. Their organic oats are grown without synthetic pesticides or fertilisers, promoting healthier soil and biodiversity Flahavan’s Organic Range embraces a more natural, nutritious way to fuel your day while also supporting a more sustainable food system.
Flahavan’s Organic Range is now available in all major supermarkets, including Flahavan’s Organic Porridge Oats (€2.80), Organic Jumbo Oats (€2.95), and Organic Oat Drink (€2.79).
See www.flahavans.ie for more information on the range
Linwoods Flaxseeds
are gut-friendly, nutrient-rich, and organic
Globally sourced, all of Linwoods ingredients are carefully selected from the best suppliers and growers to ensure the highest quality and standards and organically sourced material. Their seeds are then cold-milled and expertly blended, unlocking accessible, easy-to-use
nutrition for health-conscious consumers worldwide This unique cold milling process breaks down the seed for optimal digestion, preserving the fibre and nutritional benefits within.
100% organic, gluten-free and vegan, Linwoods Flaxseed is high in fibre, containing 4.1g of fibre per 20g serving and is packed with essential nutrients including omega-3 fatty acids, protein, vitamins, and minerals which help support a healthy gut microbiome
Linwoods Flaxseeds are available in Tesco, Dunnes, Nourish, Supervalu, Holland & Barrett and Independent Health Foods Stores. RRP at €4.49 200g.
‘If it isn’t organic, it is not Irish’
Burren Smokehouse solely use Irish organic salmon for the artisan smoking of Burren Smoked Irish Organic Salmon as part of the company strategy to buy the very best of local Irish salmon. All the Atlantic salmon that are reared in the turbulent waters of the Irish west coast is organically certified, so if it isn’t organic, it is not Irish.
Burren Smoked Irish Organic Salmon won the prestigious Bord Bia Award as the Best Organic product in 2024
Birgitta and Peter Curtin – the founders and owners of the Smokehouse since 1989 wanted to give the passing National and International visitors to the Burren and Cliffs of Moher Geopark a taste of world class artisan smoked salmon. These Food Tourism visitors can now book experiences where they can learn more about the Organic and Wild salmon in the BIM and Failte Ireland backed ‘Taste the Atlantic’ Visitor Centre that was opened in 2019 by Sabina Higgins, the First Lady of Ireland.
Burren Smokehouse supply independent retail like Fallon & Byrne, Nolan’s of Clontarf, Mortons in Galway & Dublin. Food service to Ashford Castle, The Merrion Hotel and Dromoland Hotel.
Fused by Fiona: Bringing premium Asian flavours to everyday kitchens
Fused by Fiona has quickly become a standout name in Ireland’s premium Asian food scene Founded by TV chef and author Fiona Uyema, who spent several years living in Japan, the brand delivers vibrant, accessible, and clean-label Asian flavours to supermarket shelves across the country
Fiona’s time in Japan deeply shaped her approach to food, inspiring a focus on simplicity, authenticity, and quality Today, Fused by Fiona offers a growing range of sauces, spices, and store-cupboard staples that make cooking Asian dishes at home easier than ever—without compromising on taste, quality, or health.
At the heart of the brand is a commitment to real ingredients. Every product is free from artificial additives, MSG, and refined sugar, giving home cooks the confidence to create flavour-packed meals with wholesome ingredients. That same ethos carries through to the brand’s organic range, including Fused Organic Coconut Milk and Fused Light Organic
Coconut Milk. Sustainably sourced and made from organically grown coconuts, both products are rich, creamy, and entirely free from thickeners, stabilisers, and preservatives.
Fused Organic Coconut Milk has seen rapid growth in recent months, driven by increasing consumer awareness around ultra-processed foods (UPFs) As more shoppers seek cleanlabel and health-conscious alternatives, Fused by Fiona is perfectly positioned to meet the moment.
Now stocked in SuperValu, Dunnes Stores, and independent retailers across Ireland, Fused Organic Coconut Milk is helping home cooks bring the best of Asian cooking to everyday meals—with ease and confidence.
With consumer demand for clean-label and Asian-inspired products continuing to grow, Fused by Fiona offers retailers a trusted, homegrown brand that delivers on both flavour and convenience. With strong in-store performance, a loyal customer base, and standout packaging, Fused is the ideal partner for retailers looking to grow their world food or health-focused ranges.
Fused Light Organic Coconut Milk
Linwoods Flaxseed
Flahavan’s organic range
Fused Organic Coconut Milk
Taste first, Planet always
Last October, Irish produce giant Dole introduced its new organic range to its home market, marking a major step forward in meeting the evolving expectations of today’s conscious consumer
Research revealed a clear demand from both customers and consumers for year-round consistency in the quality and supply of organic produce. At the same time, growers, local and international alike, signalled a strong appetite for support in developing a category still rich with untapped potential.
Dole’s response? The launch of DOLE® GO Organic!
Created to elevate the organics category, DOLE® GO Organic! is about engaging, inspiring, and empowering Irish consumers to enjoy more fresh organic fruits and vegetables, more often. The brand serves as a
Organically grown fruits and vegetables
focal point for best-in-class growing, responsible sourcing, and impactful promotion of organic produce. At its heart is a simple but powerful proposition, captured in its tagline: ‘Taste first, Planet, always.’ Organically grown fruits and vegetables—cultivated with care, pride, and in harmony with nature.
Simple truth: Exceptional taste
At the core of the DOLE® GO Organic! proposition is a simple truth: Exceptional taste remains the key driver of consumer choice. The taste of organic fresh fruits & vegetables is something to behold, the experience, one of life’s simple pleasures. Importantly, it’s a taste made all the sweeter when you know it has been grown to best agronomic and
sustainable standards. With DOLE® GO Organic! there is no compromise—consumers can enjoy outstanding flavour while supporting responsible farming practices.
Trusted network
The range includes over 30 lines of fruits and vegetables, carefully sourced from a blend of Dole’s own farms and a trusted network of local and global organic growers. Naturally, Irish-grown produce plays a leading role, taking pride of place at the heart of the range
Backed by robust in-store and social media campaigns, DOLE® GO Organic! is part of Dole’s mission to bring organic produce further into the mainstream. By investing in this brand and its promotion, Dole is laying the foundation for long-term growth - while extending a warm invitation to independent organic growers to partner with us in taking the organic fruit and vegetable category to the next level.
To learn more about DOLE® GO Organic! Visit: www.goorganic.ie ■
“The brand serves as a focal point for bestin-class growing, responsible sourcing, and impactful promotion of organic produce.”
Taste first, Planet always
The Irish confectionery market is growing, fueled by trends such as the increasing demand for convenient snacks, the rise in gifting, and the introduction of innovative flavours, ShelfLifereports
As health consciousness grows in Ireland, consumers are balancing indulgence with healthier options when choosing confectionery While demand for sugar-free and reduced-sugar products rises, the desire for indulgent treats remains strong, reflecting a more nuanced approach to consumption.
The Irish confectionery market is expanding, driven by factors like the demand for on-thego snacks, gifting trends, and innovative flavours. Retailers play a crucial role by offering leading brands that resonate with consumers, boosting sales and profitability
According to StrategyHelix, the market was valued at €1.9 billion in 2024, with an expected annual growth rate of 3.5% from 2024 to 2029
A report by Euromonitor suggests that rising prices and potential sugar taxes may push sugar confectionery manufacturers in Ireland to develop healthier and more
Rowntree’s latest innovations are ‘bursting with flavour’
In the dynamic landscape of sugar confectionery, sugar hanging bags have emerged as a leading format, currently valued at €136 million MAT (Nielsen total market, 23/03/2025). This segment is experiencing robust year-to-date growth of 9.1%, with Nestlé’s performance in sugar sharing bags surpassing the market average, showcasing an impressive 15.2% value growth year-to-date
Rowntree’s, a brand long synonymous with sugar confectionery, stands at the forefront of Nestlé’s innovation within the sugar sharing bag market, particularly responding to the rising consumer demand for sour and tangy flavours.
Among the latest innovations from Rowntree’s is Jelly Tots Tangy, a vibrant and playful reinterpretation of the beloved classic
Sweet success
affordable alternatives. This could include reducing sugar content and using ingredients like fruit or nuts, aligning with changing consumer preferences and regulatory pressures.
In this dynamic market, businesses must
Jelly Tots. This exciting new product delivers a flavour-packed experience that beautifully combines nostalgia with tanginess. Made with real fruit juice - including apple, blackcurrant, lemon, lime, orange, and strawberry—these sweets are bursting with flavour
This innovation not only celebrates the 60th anniversary of Jelly Tots, originally launched in 1965, but also exemplifies Rowntree’s ongoing commitment to product development, following the successful launch of Randoms Fizzy Cactuz in 2024
Randoms Fizzy Cactuz offers an assortment of zesty fruit flavours, featuring unique sweets with two distinct textures: some are deliciously gummy, while others contain a juicy fruit filling that delivers a burst of flavour with every bite.
stay flexible and responsive to consumer demands, constantly innovating to stay ahead. By staying on top of trends and adapting creatively, companies can not only keep up but also stand out in the evolving confectionery landscape
in demand for sugar sharing bags, retailers are encouraged to stock a diverse range of beloved favourites, such as Rowntree’s Fruit Pastilles, Rowntree’s Jelly Tots, Rowntree’s Fruit Gums, Rowntree’s Pick & Mix, Rowntree’s Randoms, and Rowntree’s Randoms Juicers. It is equally important to ensure that new innovations, such as Rowntree’s Jelly Tots Tangy and Rowntree’s Randoms Fizzy Cactuz, are prominently displayed to attract consumer interest.
In addition to these innovations, Rowntree’s has introduced seasonal offerings, including the Randoms Incredible Easter Egg and Rowntree’s Jellytastic, a limited-edition mini egg sharing bar that combines milk chocolate with fruity jellies, appealing to fans of both.
When considering sugar confectionery, shoppers opt for well-loved, familiar brands they can trust. Rowntree’s is a brand that consumers can trust to contain no artificial colours, flavours, or preservatives.
Rowntree’s is also dedicated to ensuring that as many Irish consumers as possible can enjoy their fruity treats and offers a diverse vegan-friendly range, which now encompasses Rowntree’s Fruit Pastilles, Rowntree’s Jelly Tots, Rowntree’s Fruit Gums, and Rowntree’s Pick & Mix.
It is important to offer shoppers greater choice through a variety of flavours and textures. To capitalize on the seasonal increase
Recognising that summer is a peak season for sweets and sharing moments, Rowntree’s has developed point-of-sale materials to support in-store display features that attract consumers. An exciting on-pack promotion will also be featured across the brand’s portfolio throughout the summer, providing consumers with added value
Visibility in-store is key to signpost the sugar confectionery category - within the main fixture, sugar sharing bags should be merchandised together and not combined with chocolate sharing bags, with a vertical split between the two on the sharing bags fixture. As well as on the main fixture, off-shelf displays close to other categories associated with sharing occasions are also invaluable to sugar confectionery especially during the summer months.
Rowntree’s Randoms Fizzy Cactuz
Rowntree’s Jelly-tastic Mini Egg Bar
Rowntree’s Jelly Tots Tangy Pouch
Shelton’s brands achieving exceptional growth
The sugar confectionery sector has seen remarkable growth in recent years, with Shelton’s portfolio of iconic brands leading the way As cocoa prices rise, more consumers are shifting to alternatives, driving an exponential increase in demand for sugarbased treats. This surge presents an exciting opportunity for category management, where Shelton’s diverse range of products stands out for their compelling quality, innovation, and adaptability
Among the key players in Shelton’s portfolio is Walker’s Non-such Toffee, renowned for its rich, buttery texture and long-standing heritage The brand continues to captivate audiences, reinforcing its position as the leading toffee choice in the market. Trolli has become a standout in the gummy segment, offering vibrant, chewy treats that appeal to both children and adults. With bold flavours and playful shapes, Trolli has an enthusiastic following worldwide
Look-O-Look introduces an element of fun with their transparent hanging bags and
Impulsive category
Sonas Sweets brings a pop of colour to convenience stores
Ampersand’s Irish confectionery brand continues to grow with quality, sustainability, and strong POS support.
novelty Candy Take-Away’s that bring joy to all ages. Shelton now brings the full range of Red Band impulse, bulk and bagged foam and gummy jellies to the Irish market – watch this space for new product launches through 2025. Italian master chocolatiers Zaini offers a range of chocolate confections that deliver both exceptional taste and fun. Pez is an iconic brand with a huge global audience for their collectible candy dispensers, while Relkon’s novelties continue to attract consumers with their beloved licensed characters, making them a popular choice for special treats. Barkley’s provides a traditional range of mints and chewing gum (uniquely packed in pocket-sized tins), supported by Cavendish & Harvey’s premium quality boiled sweets also in elegant tins - perfect for personal indulgence. These brands exemplify the variety and quality Shelton brings to the sugar confectionery market.
As the sugar confectionery sector thrives, Shelton’s category management strategies ensure that each brand is perfectly positioned to cater to diverse consumer preferences, leading the way in this evolving market. Contact: info@shelton.ie
According to Shopper Intelligence: “Sugar Confectionary (Sweets/Jellies) is one of the most impulsive categories in the store. But as well as being impulsive, we can tempt shoppers to spend more on this treat at the fixture. Promos and NPD can drive volume and spend instore – are we tempting them with the right offers and cues? Our data also suggests that there might be a gap in the more premium/quality tier of the category –satisfaction scores are quite low in both of these metrics.”
Ampersand, a leading distributor in the convenience sector, has seen strong momentum with Sonas Sweets since its successful rebrand two years ago The refreshed hanging bags have revitalised the Sonas Sweets jelly line, featuring vibrant, innovative, and fully recyclable packaging that appeals to today’s environmentally conscious consumers. This evolution highlights Ampersand’s ongoing commitment to delivering quality and sustainability in the confectionery market while proudly supporting Irish jobs.
Sonas Sweets captures the essence of happiness - aptly reflected in its name, as “Sonas” translates to “happiness” in Irish. The brand’s cheerful sun mascot, modern typography, and vibrant rainbow hues continue to resonate with consumers, promising joy and colour with every purchase This strategic design has enhanced brand recognition and reinforced its mission to bring delight to every sweet lover.
Sonas Sweets offers two distinct product lines to cater to every sweet tooth: the €2 MixUp and a collection of €1 Hanging Bags featuring an impressive 24 flavours.
To simplify selection, the brand has implemented a colour-coded system: ‘Jellies’ in red packs, ‘Fizzy’ and sour sweets in yellow and orange bags, and ‘Nibbles’ in blue This design enhances the product’s visual appeal for both consumers and retailers, making it easier than ever to find a favourite treat.
Designed with retailers in mind, Ampersand provides strong Sonas Sweet’s point-of-sale (POS) support, including colourful stands, branded header boards, and dump bins to attract and engage consumers, boosting sales and brand loyalty Bulk deal promotions further incentivise purchases for retailers, making Sonas Sweets a must-stock brand.
Ampersand’s commitment to innovation and customer satisfaction is evident in the ongoing success of the Sonas Sweets brand. With vibrant packaging, an eco-friendly focus, and expanded product offerings, Sonas Sweets remains a beloved choice for sweet lovers young and old everywhere.
The Sonas Sweets range is available nationwide For more information or to place an order, contact your local Ampersand representative or call the sales line at (01) 413 0100
Crunchier Surprize
Pez Minecraft
Walkers Original Toffee
Mini Candy Sushi
Sugar Confectionery CATEGORY
A timeless taste of Irish tradition
Since 1882, Cleeve’s Irish Confectionery has been a cherished name in Ireland, representing quality, heritage, and tradition. Originally founded in Limerick by the Cleeve brothers, the brand continues to delight generations with its timeless selection of milk chocolate, toffees, and caramels. Today, Cleeve’s remains at the heart of Ireland’s confectionery scene, produced in Newbridge, Kildare, and proudly distributed by Ampersand.
Cleeve’s is synonymous with nostalgia, evoking fond memories with its vintageinspired branding and commitment to using only the finest Irish ingredients. The brand’s recent rebrand and recipe enhancement have further elevated its chocolate bars, which now boast a minimum of 30% cocoa solids and are free from palm and vegetable oils—ensuring a richer, more authentic taste
The Cleeve’s Classic Assortment Bags showcase a delectable selection of traditional Irish confectionery, crafted with premium local dairy ingredients. The range includes:
Original Iced Caramels: A beloved classic for over 90 years, these chewy caramels are encased in a crisp pink and white icing sugar shell, making them uniquely special and exclusively produced in Ireland by Cleeve’s Chocolate Caramels: A gluten-free indulgence, featuring deliciously chewy caramels smothered in rich milk and dark chocolate
Macaroon Bites: A delightful take on the bestselling Cleeve’s Macaroon Chocolate Bar these creamy Irish chocolates are blended with coconut sprinkles.
Golden Days: Dark chocolate caramels infused with coconut and sea salt for a perfectly gooey, gluten-free treat.
Cleeve’s Toffee: A nostalgic favourite, Cleeve’s iconic Slab Toffee is pre-broken into bite-sized pieces for easy enjoyment—made with the finest Irish dairy ingredients and no artificial colours or preservatives.
Retailers can boost their in-store presence with Cleeve’s eye-catching point-of-sale materials, including branded acrylic countertop stands for the chocolate bars and hook stands for the hanging bag range Cleeve’s also actively engages with consumers
through Instagram and Facebook, regularly running competitions and sharing brand news
Looking ahead, Cleeve’s is thrilled to explore new flavour innovations within the Classic Assortment range with exciting concepts currently in development to be launched later in the year These additions will further enhance Cleeve’s reputation for crafting high-quality, indulgent confections that celebrate Ireland’s rich culinary heritage Watch this space. For more information, visit: cleevesirishconfectionery.ie, follow Cleeve’s on social media, or contact your local Ampersand representative to stock the range Special trade promotions are also available through Ampersand. Contact your local Ampersand representative or call (01) 413 0100 ■
Cleeves Chocolate Caramels
Cleeves Irish Confectionery Original Iced Caramels
Quench the demand
It’s time to make the most of the season as refreshing beverages fly off shelves faster in the summer sun, writes Donna Ahern
Summer’s heating up, and so are soft drink sales. As retailers prepare to stock up, it’s important to keep in mind that health and wellness remain key trends in this category Consumers are increasingly seeking reduced-sugar and functional soft drinks, with growing demand for drinks that offer specific health benefits and cater to more personalised preferences.
Showing growth
A Euromonitor report entitled Soft Drinks in 2024: The big picture shows that Soft Drinks sales in Ireland are creeping back into positive, off-trade volume growth in 2024 following the small negative slump seen in 2023. This is attributed to a slowdown in price increases and the start of stabilisation in inflation, which is also reflected in a slower rate of value growth seen in 2024 compared to 2023.
It is interesting to note that the research indicates that supermarkets maintain its leading distribution share in Ireland in 2024 followed by local grocers. Sales via the latter are supported by impulse purchases by consumers on-the-go, which has become a notable trend again in the post-pandemic landscape
Open to options
It’s a competitive industry, so it’s important for brands to stay one step ahead in new product development (NPD). While consumers often return to their favourite brands, loyalty isn’t guaranteed they’re open to trying new options and flavours. It’s up to grocery retailers to stock a dynamic range that meets this demand.
Unlock incremental functional water sales with a new Rubicon taste experience
Rubicon Spring, the No 1 Sparkling Flavoured Water1 , is disrupting the functional water category in 2025 with brand new Rubicon Spring Vits, available now.
Rubicon Spring Vits comes in three delicious flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. Packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, each format is just 15 calories.
Lisa McKenna, head of brand, Rubicon, said: “78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity2
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to help retailers tap into this potential, with more than three times the brand awareness of the leading functional water brand3 The new Spring Vits range contains 100% of the recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of tasty fruit flavours that Rubicon is known for.”
In consumer testing, 78% of shoppers said they would buy4 , so retailers can maximise their sales by using our vibrant, attentiongrabbing PoS to ensure that shoppers can’t miss these on shelf Stock in the chiller next to other flavoured waters as this is where shoppers will look for them.
1
Rubicon Spring Vits Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon
‘Share
‘Share a Coke’ is coming back to Ireland
Coca-Cola is relaunching its iconic ‘Share a Coke’ campaign, inviting a new generation to experience the magic of personalised connection. Originally launched in Ireland in 2013, this campaign allowed consumers to find their names in place of the logo, an industry-first in personalisation.
With Gen Z seeking authenticity and genuine connections, the return of ‘Share a Coke’ provides a meaningful way for people to connect and demonstrate their care. This time, the campaign includes more names, nicknames as well as a range of phrases centred around friendship, such as ‘My Bestie’, ‘My Mate’, ‘My Fam’ and ‘My Day One’.
To celebrate the relaunch of ‘Share A Coke’, Coca-Cola has introduced the Share A Coke Memory Maker, a digital experience for creating personalised videos and memes with friends and family Consumers can also scan a QR code on pack or point of sale to create a unique Coca-Cola pack to express appreciation for friends, family, and loved ones.
Personalised Coca-Cola packs will be available in store from Thursday 1 May.
Stay tuned for more ‘Share A Coke’ promotions, prizes and fun later this summer
Fanta launches Fanta® Apple Zero Sugar
Fanta®, the vibrant and flavourful soft drink loved by millions, has recently announced the launch of Fanta® Apple Zero Sugar, a delicious new addition to the flavour portfolio, now available across Ireland.
This exciting new flavour promises a rich and refreshing taste experience, designed to tantalise the taste buds of both loyal Fanta® enthusiasts and those seeking a guilt-free, pick-me-up moment.
Available only in the Zero Sugar variant, Fanta ® Apple Zero Sugar offers a bright, bubbly, instantly refreshing taste, perfect for those wanting to enjoy the fruity Fanta® flavour, but with zero sugar, zero calories and an apple twist!
Allie Kaspruk, Fanta brand manager in Ireland, The Coca-Cola Company, said: “We’re thrilled to introduce Fanta® Apple Zero Sugar to the Irish market. This new flavour embodies our commitment to innovation and providing consumers with a rainbow of options that cater to their evolving preferences. We know that people are looking for exciting and flavourful beverages that fit into their lifestyles, and Fanta® Apple
Zero Sugar delivers on that promise”.
Fanta® Apple Zero Sugar boasts a crisp, clean apple flavour that perfectly complements the signature Fanta® fizz. The result is an invigorating drink that’s ideal for enjoying on its own, pairing with meals, or sharing with friends and family
Availability:
Fanta® Apple Zero Sugar is available to purchase now in all major retailers across the island of Ireland in the following formats:
• Fanta® Apple Zero Sugar: 500ml bottle
• Fanta® Apple Zero Sugar: 1.75L bottle
In full bloom
Spring is here and the Ballygowan Hint of Fruit brand activity is in full bloom! March was a busy month for the flavoured offering of Ballygowan with an exciting ATL campaign taking place which included Luas column branding, bus shelters and media boxes across Ireland. This campaign was supported with a disruptive in-store activation plan along with a programme of extensive sampling.
The creative focused on the launch of the new Ballygowan Hint of Fruit lightly sparkling variants which are now available to order and gaining distribution across stores nationwide This latest innovation is the natural next step for Ballygowan’s ever growing flavoured range Similar to the existing proposition of still variants, the trio of new lightly sparkling flavours are sugar free and available in both an impulse format (500ml) and takehome (1.5L). Consumers who enjoy water that is both light
in flavour and carbonation are sure to love the diverse flavours which include orange, strawberry and summer fruits.
Did you know that Ballygowan Hint of Fruit is now the largest flavoured water brand in Republic of Ireland* and is continuing to innovate and evolve as demand for these delicious products continues to rise It is going to be a big summer for the Ballygowan Hint of Fruit brand!
*NIQ, Total Scantrack ROI, value, latest four weeks.
a Coke’
More names, nicknames!
Personalised Coca-Cola packs
Fanta® Apple Zero Sugar
Ballygowan Hint of Fruit sampling at the Luas stops, St. Stephen’s Green, Dublin City
Hosons Brands Launch New ‘Taste Of The Summer’ Drinks
Something & Nothing Premium Soda
Hosons Brands has announced the launch of Something & Nothing Sodas two newest flavours - Pineapple & Pink Grapefruit, Ginger & Key Lime
The two new flavours join Something & Nothing’s growing range of premium sodas which also includes Yuzu, Cucumber and Hibiscus & Rose flavours. The low calorie naturally flavoured premium sodas have been a great success in the Irish market since being launched by Hosons Brands in late 2020
Pineapple & Pink Grapefruit - The newest Something & Nothing Premium Soda on the block packs an almighty flavour punch. With its juicy sweet but tart pineapple and a bright twist of pink grapefruit, one sip of this and you’ll be metaphorically swinging in a hammock under a palm tree
Ginger & Key Lime - Heat, zest, freshnessyour tastebuds will do the same little jig we did when we hit on this winning combination. Blending two types of fiery ginger with juicy lime to create this sophisticated lightly sparkling soda. It delivers a warming kick balanced by a fresh hit of botanical citrus (key lime being the limiest of all limes).
Following an incredibly successful launch of the new flavours last summer in the US, Hosons Brands have rolled out the drinks with national availability from April onwards.
ChariTea mate offers a gentle boost without the coffee-like crash – perfect for the morning rise, afternoon slump or evening ignition.
Brewed for Better… using organic and Fairtrade-certified ingredients, 5c from every bottle sold also enables the work of the Lemonaid & ChariTea Foundation, which supports social and entrepreneurial projects in the growing regions. To date, this has culminated in over €12 million raised, funding more than 86 projects across 9 countries. Better drinks, fairer world.
Interested in stocking or sampling the above products? Contact Danny Hogan at dph@hosons.com or visit: www.hosons.com
ChariTea
mate
Additionally, Hosons Brands has launched the ChariTea mate flavour as their ‘Taste Of The Summer’ drink.
Just like your cup at home Pronounced mahteh, ChariTea mate is naturally caffeinated iced tea, real-brewed from the finest organic yerba maté leaves. Lightly sweetened with agave syrup and a splash of citrus, it’s absent of any concentrates, preservatives or artificial sweeteners. Just a clean, simple recipe that focuses on quality ingredients – delivering an authentic, refreshing flavour
Boost your groove a natural alternative to processed or overly-caffeinated products,
Volvic launches Touch of Fruit Sparkling range
With the flavoured water category showing 15% growth in the past 12 weeks alone, Volvic Touch of Fruit continues to be the number 1 flavoured water brand in Ireland*. Key to the success has been the ability to continuously reflect consumers’ preference for healthy and enjoyable alternatives to soft drinks. Volvic Touch of Fruit’s success highlights the importance of engaging, flavour-forward products that meet evolving tastes to sustain strong category growth. “As we expand our range and innovate, we remain dedicated to
providing exciting and healthy choices catering to diverse consumer preferences,” the company noted.
The experts at Volvic have recently added a bubbly twist with the launch of its Touch of Fruit Sparkling range, available in Strawberry and Mango Passion. Volvic is also re-introducing three flavours to its 1.5L still range - Apple Blackcurrant, Watermelon and Peach Raspberry
According to the company: “Sustainability is also a key focus at Danone, and we are proud to play our part in the Deposit Return Scheme that came into effect last year As a company, we actively support the improvement of recycling infrastructure in Ireland, and align strongly with the intent of the Scheme, which was introduced to encourage increased recycling of plastic bottles and cans and move us towards a circular economy.”
*Nielsen, Total Scantrack, Latest 52 weeks, w/e 23/03/2025
Bring more to your game with Más+ by Messi
Global Football Icon Leo Messi launches his breakthrough drink for everyday hydration in With an electrolyte complex, vitamins, minerals, and no compromise on amazing taste, Más+ by Messi lets you bring more to your game, whatever your game might be Following its surge in popularity, the one-ofkind drink co-founded with the world’s most decorated footballer, Más+ by Messi, is now available in Ireland.
All over the world, more of us are seeking ways to focus better at work, react faster in games, feel sharper, achieve more, live more. The most surprising thing holding us back? Up to 75% of us are chronically dehydrated. We often don’t feel its effects until it’s too late, when dehydration masquerades as cravings for sugar and caffeine We turn to sweets and energy to get us through the moment, but they often make things worse long-term. Drinking bland water from a giant flask all day feels like a chore. Sports drinks rehydrate but have added sugar, calories, and carbs made for moments of extreme sweat. But you don’t have to sweat a drop to need support for your everyday performance.
Más+ by Messi is a first-of-its-kind everyday hydration drink. It was launched with Leo Messi, because he uniquely understands how quality ingredients in what we drink can help us achieve our goals. He wanted a drink he could proudly share with his friends, family, and teammates, on and off the pitch. Leo believes everyone deserves to feel like a champion in every part of life.
Más+ by Messi has an electrolyte complex, plus vitamins and minerals, that plain water does not— and incredible taste that goes beyond flavoured waters. It has none of the artificial colours and sweeteners or caffeine in energy drinks. And it has less sugar, carbs, and calories than many sports drinks—1g of sugar and just 10 calories per 500ml bottle, making it excellent for everyday performance. Más
ChariTea mate
Volvic Touch of Strawberry Sparkling
Soft Drinks CATEGORY FOCUS
means “more” in Spanish. The amazing flavours of Más+ by Messi make it easy and delicious to stay hydrated throughout the day to support more focus, faster reactions and recovery, and more. Más+ by Messi is the answer to the epidemic of daily dehydration.
Más+ by Messi is now available in Ireland from retailers nationwide
Since selling out in less than an hour at its global online launch, fans worldwide have been buzzing with excitement to score their first taste of Más+ by Messi.
“With Leo, we’ve achieved something almost unbelievable: a delicious tasting drink that has just 1g of sugar, 10 calories per 500ml bottle, and no artificial sweeteners or colours,” said Jeremy Kanter, global chief marketing officer for Más+ by Messi. “Better still, its unique blend of electrolytes, vitamins, and minerals absorb rapidly into your body, keeping you well hydrated so you can show up at your best all throughout the day. Put simply, we’ve reinvented the idea of daily hydration. We call it Positive Hydration.”
The new drink comes in four sensational flavours, loved by Messi and named after inspirational milestones in his life:
• Más+ by Messi Miami Punch: Inspired by the city where Messi and his family live, home of Messi’s current and next chapter, Miami Punch has a balanced blend of berry flavours with a hint of pineapple for a refreshing fruit punch taste
• Más+ by Messi Limón Lime League: Limón Lime League balances refreshingly sweet, fruity flavour and zesty citrus taste It honours the time Messi spent playing in the UEFA Champions League, a cup he won four times.
• Más+ by Messi Berry Copa Crush: Notes of blueberries, raspberries, cherries, and açaí berries. The perfect balance of sweet and citrus tastes with a smooth finish. Flavour name inspired by the many incredible trophies, including the World Cup, that Leo has lifted in his career
• Más+ by Messi Orange d’Or: Orange d’Or has a refreshing orange flavour with hints of
Soft Drinks shopper’s score update
tangerine aroma for a balanced citrus taste
It’s inspired by Messi’s record eight wins of the Ballon d’Or (“Golden Ball” in French) Trophy.
Ireland residents can find Más+ by Messi at retailers nationwide, and by visiting eu. masbymessi.com.
Más+ by Messi is a new, entrepreneurial liquid refreshment beverage founded with sports icon Leo Messi. For more information and nutrition facts go to masbymessi.com or follow @masbymessi on Instagram and TikTok.
Available from: Tesco, Spar, Eurospar, Centra, SuperValu, Dunnes, Circle K and Applegreen nationwide ■
Shopper Intelligence highlights the Soft Drinks shoppers scores one year on from the Deposit Return Scheme (DRS) implementation
Last year we saw some big declines in Soft Drinks shopper satisfaction scores immediately post-DRS implementation. 12 months on from this, we now see those satisfaction scores rise again overall and more specifically on some interesting metrics. Shoppers are happier with ‘sustainability’ in Soft Drinks categories overall. This might be expected – but also good to see that the overall perception of DRS is that it is working to ensure better sustainability in these categories. Increased satisfaction with NPD and availability are interesting – are these scores unintended benefits of the work and planning that went into managing the roll-out of DRS? Have new planograms or range reviews led to more space/visibility for NPD and better availability overall in these categories? One watch-out is that although they are happy with DRS overall, shoppers don’t want to pay for any further sustainability initiatives in Soft Drinks.
Más+ by Messi comes in four sensational flavours
Lift your spirits
Irish whiskey has established itself as a global leader in the spirits industry, though the full impact of Trump’s tariff has yet to be seen, Donna Ahern reports
In 2024, Irish whiskey exports reached approximately €1 billion—a 13% increase from 2023—according to Bord Bia. With the category now representing 49% of Ireland’s total drink exports, Irish whiskey continues to establish itself as a global leader in the spirits industry Much of this momentum is being driven by premium and super-premium offerings, which are fueling growth in both volume and value
Fresh challenges
With a US 20% tariff now imposed on whiskey imports, the industry faces fresh challenges. In this new landscape, it is more important than ever for whiskey makers to focus on building
The Powerscourt Distillery wins big at World Whiskies Awards
Ireland’s Fercullen 15, from The Powerscourt Distillery, Crowned World’s Best Grain at World Whiskies Awards; Fercullen Falls named Best Irish Blend
Powerscourt Distillery has recently announced a major achievement: its Fercullen 15 Single Grain Whiskey has been awarded the title of World’s Best Grain at the World Whiskies Awards Global final in London on 26 March 2025. This win represents a significant milestone for Powerscourt Distillery Having secured the
their presence closer to home Promoting your brand locally not only helps offset the immediate impact of the tariff, but also strengthens visibility, accessibility, and consumer loyalty in the domestic market.
Championing Irish whiskey
Retailers are actively seeking reliable, highquality brands with consistent supply chains -
title of Ireland’s Best Grain Whiskey in Dublin in February this year, Fercullen 15 progressed to the global stage, competing against the best regional grain whiskies from around the world. To emerge victorious and claim the World’s Best Grain title is a powerful recognition of the exceptional quality and craftsmanship invested in Fercullen.
This prestigious award is more than just an accolade; it is global acknowledgement of the dedication, skill, and unwavering commitment to excellence demonstrated by everyone at Powerscourt Distillery The Fercullen 15 Year Old Single Grain Whiskey celebrated for its distinctive flavour, remarkable smoothness, and outstanding quality, now stands as the
and local producers are well positioned to meet that demand. As the industry is clouded by uncertainty it is critical to implement smart strategies that reinforce market position and navigate ongoing tariff pressures.
Now is the time to double down on homegrown support. Encourage retailers to think local, stock local, and champion Irish whiskey right here at home
world’s best – a true testament to the distillery’s mastery This win elevates Fercullen and Powerscourt Distillery to a leading position in the whiskey industry, thus confirming the Wicklow based Distillery amongst the finest in the world.
At the same awards Powerscourt’s small batch blend, Fercullen Falls was announced as Ireland’s best Blended whiskey It’s perfectly balanced blend of 50% malt and 50% grain was described as ‘Everybody’s Darling’ by the taste team at Whiskey Magazine
Master Distiller Paul Corbett expressed his pride in the achievement. He stated: “Winning this award is a significant milestone for Fercullen. It reflects our commitment to excellence and our passion for producing worldclass whiskey We are honoured to be recognised on such a prestigious platform and are excited to continue sharing our exceptional whiskey with the world.”
John Cashman, head of brand and recent Whiskey Hall of Fame inductee, added: “Grain whiskey is an often-underrated style of Irish whiskey, its softer notes and general sweet tones appeal to a wide audience and lends itself to finishing in exceptional casks like the Madeira we selected for this release We are thrilled to be named Best in the World”.
The World Whiskies Awards is renowned for its rigorous judging process, which includes blind tastings by a panel of industry experts. This award highlights Fercullen’s dedication to maintaining the highest standards in whiskey production and our unwavering commitment to quality
Fercullen Irish whiskey is distributed through Barry and Fitzwilliam.
Fercullen 15 Year Old Single Grain Whiskey Fercullen Falls Whiskey
Raise
thebar.
WITH THE WO RLD ’S BES T GRAIN
Elevate your senses with the ultimate expression of luxury and craftsmanship RecentlyvotedtheWorld’sBestGrain,Fercullen15 Irish Whiskey is matured in first fill ex-bourbon barrels and finished in select Madeira casks, highlighting flavours of hot buttered popcorn, vanilla fudge and exotic dried fruit.
15 years of nature and nurture, it was worth the wait....
Echlinville Distillery secures listing at Belfast International Airport’s new Duty Free
The Echlinville Distillery is the first Distillery of the Month at Belfast International Airport’s new and improved Duty Free
The Kircubbin based distillery has secured an impressive listing for its portfolio of awardwinning whiskeys, gin and vodka in partnership with FreeWorld Brands.
Passengers travelling through Belfast International Airport can now choose from 11 Echlinville products across its iconic Dunville’s Irish Whiskey, Old Comber Whiskey, Weavers Spirits and Feckin Drinks brands.
The airport is celebrating the opening of its enhanced shopping experience by featuring Echlinville as its first ‘Distillery of the Month’, with tasting and sampling opportunities daily throughout April from the store’s International Tasting Bar
Stephen Magennis, head of global sales, The Echlinville Distillery said: “Belfast and Northern Ireland are now a destination of choice for visitors from around the world. In 2024, 6.7 million passengers travelling through the airport, this is a great opportunity for us to grow our brands and Echlinville’s ever increasing global following.”
The
Shed Distillery launches special
seven-year-old Drumshanbo Single Pot Still Irish Whiskey Tawny Port Cask edition
It has taken seven years of slow maturation in premium Tawny Port casks to receive the seal of approval from head distiller Brian Taft. Every drop has been triple-distilled with malted and un-malted Irish Barley, and Irish Barra Oats at The Shed Distillery of PJ Rigney. Brian Taft intricately manages every step of the distillation process, ‘carefully balancing only the highest quality ingredients through
Glendalough Distillery unveils innovative Pot Still Peated Irish Whiskey
Glendalough Distillery introduces its first-ever Pot Still Peated Irish Whiskey, a limited-edition innovation redefining Ireland’s whiskey category Renowned for pushing traditional boundaries, Glendalough blends classic Pot Still spice and creamy texture with subtle peat smokiness, creating a uniquely bold whiskey matured for over seven years.
This whiskey undergoes initial aging in ex-bourbon American oak barrels before maturing an additional four years in sustainably sourced Virgin Irish Oak from Wicklow, enhancing its profile with notes of vanilla, toasted oak, and warm spices. Bottled at 46% ABV and non-chill filtered, it captures Irish whiskey’s pure essence.
Distributed exclusively in Ireland by Drinks Genius, Glendalough Pot Still Peated Irish Whiskey is available for a limited period at selected speciality retailers, including Celtic Whiskey Shop, The Corkscrew Wine & Spirit Merchants, and Blackrock Cellar, priced at €70. It can also be purchased directly from Glendalough Distillery’s website.
Following its launch, the whiskey featured at ProWein which took place on 16 – 18 March and the Cork Whiskey Festival 21 -23 March this year Glendalough’s commitment to excellence continues, recently being named Irish Distillery of the Year at the New York International Spirits Competition for the third consecutive year, alongside two gold medals at the 2024 Irish Whiskey Awards. Explore Glendalough’s innovative spirit at www.glendaloughdistillery.com or @glendaloughdistillery
milling, fermentation and intricately guiding each distillation with detailed attention to temperature and timing adjustments ensuring first-class whiskey’.
Since 2018, it has rested in Tawny Port casks, carefully selected by Brian and Distillery Founder PJ Rigney and brought over from Northern Portugal.
After maturing for more than seven years, the distinctive character and depth of taste gradually evolved to meet Taft’s unrivalled standards of authenticity and quality Taft will never rush a whiskey to a deadline and continued to taste from the casks at monthly, sometimes weekly intervals, until it balanced the flavours and aromas from the Pot Still, the wood and the Tawny Port. There is no added flavour or colour, and no chill-filtration
Distilling since 2014, the whiskey ethos at The Shed Distillery, prioritises exceptional quality over quantity and is never rushed to deadline
Guildhall celebration for historic whiskey launch
IslandMen Irish Whiskeys from Wild Atlantic Distillery was officially launched on Friday, 28 March at the Guildhall in Derry This made them the first Irish whiskeys to be distilled in the Tyrone/Derry region since the Watt distillery closed in 1921.
Over 100 special guests attended the celebratory occasion to get a taste of their new single malt whiskey and new blended whiskey Amongst those who attended were the Derry City and Strabane District Council Deputy Mayor, and representatives from Tourism NI and Invest NI.
Founder and director of Wild Atlantic Distillery Jim Nash, says there’s a depth of tradition behind their new handcrafted IslandMen Irish Whiskey “Small scale distilling goes back hundreds of years in this northwest region. But the tradition died out and was almost lost.”
“Here at Wild Atlantic Distillery, we are proud to be part of the new wave of independent, traditional, and craft distilleries blossoming in Ireland. Together, we are making Irish Whiskey once again, the world’s most sought-after whiskey.”
The new IslandMen whiskey had its first exclusive release in December 2024, when around 300 bottles were drawn from Cask 001. These coveted bottles were sent to destinations across the world over the last few months. Jim says they were delighted with the demand for this first release “Interest in stocking the IslandMen Irish whiskey is already high among distributors across Europe, North America and Asia”, says Jim.
His co-founder and brother-in-law, Brian Ash
The Shed Drumshanbo Single Pot Still Irish Whiskey has received a remarkable international response since its inaugural release in 2019 being named one of the top 20 whiskeys in the world by Whiskey Advocate Distributed by Dalcassian Wines & Spirits, for more information you can contact your Dalcassian representative or call its office on 01 293 7977 RRP €80
Drumshanbo
Single Pot Still
Irish Whiskey
Tawny Port Cask
shares details of the next phase of Wild Atlantic Distillery’s development. “It includes a purpose-built distillery and visitor centre, just twenty minutes from our current location. It will be easy to access on the A5 main Derry to Dublin Road and will bring high-quality jobs to the region”.
Brian thanked Invest NI for their vital support in the ambitious venture. He also expressed gratitude to Tourism NI who recently honoured Wild Atlantic Distillery with a plaque to mark their role as a founder member of the Northern Ireland Spirits Trail.
Whiskey tourism on the island of Ireland continues to grow in popularity with over 30 distilleries across the island now offering tours, whiskey experiences and visitor events. The Irish Whiskey Association estimates that over 800,000 holidaymakers visited a whiskey distillery visitor experience on the island of Ireland in 2023 IslandMen Irish Whiskey is now available at stockists across Northern Ireland, alongside Wild Atlantic Gin and Wild Atlantic Vodka. You can find your nearest stockist on Wild Atlantic Distillery’s on-site map: www.wildatlanticdistillery.ie/stockists
Introducing Tullamore D.E.W. Honey: An award-winning blend of Irish whiskey and bohemian honey. Crafted through a unique friendship between two communities
At Tullamore D.E.W. it knows a thing or two about great flavour combinations, so it decided to create a drink that adds a little sweetness to all the depth and character it is famous for. Tullamore D.E.W. took its multi-awarded triple blend whiskey and added 100% Natural Bohemian Honey to create a liqueur that’s warm, sweet, smooth and filled with Irish character– introducing Tullamore D.E.W. Honey. The honey it uses in it liqueur originates from the hives of Bohemia, a region with a rich legacy of high-quality honey production. The honey production is often small-scale as the region has a large number of beekeepers, relative to their hive size, thus enhancing quality Bee keeping is one of the most important agricultural industries in this honey producing heartland. This forest honey has a richer flavour attributed to the higher proportion of Spruce trees within these forest lands. As a whiskey brand it knows all too well the richness of flavour that lies deep within the structures of wood. After all, wood is the
& withA
essential force of flavour for much of its whiskey Happy bees mean delicious honey!
The new Tullamore D.E.W. Honey is all about bringing a little playfulness into everyday life, and what’s more fun than sharing a drink with friends? The most memorable times are enjoyed with great people, even better conversations and maybe a drink or two. Best served either neat or on the rocks, Tullamore D.E.W. Honey brings that all important smooth flavour, making nights out with friends all the better!
In Tullamore it makes whiskey like bees make honey, it is in our DNA. It is all about blending layer after layer of flavour so the whiskey and natural honey combination was a no-brainer When making Tullamore Honey Liqueur, it blends the three component whiskeys (Single Malt, Single Potstill, & Single Grain) of our award-winning Tullamore D.E.W. to add a depth of flavour to its liquid before infusing it with natural bohemian honey, sugar
Kevin Hurley, visitor experience manager Roe & Co Distillery
Q: What is a typical day in your life like?
A: It’s a classic answer, but in all honesty, no two days are exactly alike, and that’s a large part of what I love about the job Alongside delivering the ‘always on’ tours and bar offerings seven days a week, we also work on various visitor activations depending on the time of year At Roe & Co, we are very fortunate to have the opportunity to dream big and make those dreams a reality. This means there’s a lot of work involved in ideating, organising, and executing our ideas. We have a wonderful team of accomplished professionals that enable us to execute at a really high standard, so we are constantly raising the bar I collaborate with many different stakeholders in the business—including marketing, operations, sales, finance, and F&B—which keeps the day-to-day very interesting and engaging.
Q: As the Roe & Co brand presence grows in the Irish retail and hospitality industry, what do consider its greatest recent achievement?
A: Roe & Co’s greatest recent achievement in the industry is undoubtedly the recognition received at the 2025 Icons of Whisky Awards. Winning both “Visitor Attraction of the Year” and “Brand Innovator of the Year” underscores our commitment to creating compelling visitor experiences and reimagining the whiskey-making process, solidifying Roe & Co’s position as a leader in innovation and engagement. We were all over the moon to win two fantastic awards!
Q: What are the brand values associated with Roe & Co?
A: Rooted in Dublin 8, Roe & Co is a modern Irish
Whiskey brand defined by a spirit of reimagination. This drives our collaborative approach, pushing the boundaries of traditional whiskey-making to create a versatile and innovative spirit. We’re committed to crafting immersive experiences at our Distillery and championing inclusivity, notably through our female Head Distiller, Lora Hemy, all while redefining Irish whiskey with constant reinvention and fresh perspectives.
Q: What elements of these brand values are most important to the trade
A: For the trade, Roe & Co prioritises collaboration with influential bartenders who are driving cultural conversations and reimagining the bar experience. We seek partnerships with those who innovate through cocktails, champion their community, and challenge the status quo, ultimately building advocacy and amplifying Roe & Co’s presence within the on-trade scene
Q: What do the next few months look like for the Roe & Co Distillery?
A: The next few months at Roe & Co Distillery are shaping up to be incredibly exciting as we gear up for a bustling tourist and domestic season! We’re planning a vibrant summer of experiences, leveraging our fantastic outdoor space for unique cocktail offerings. Inside the distillery, we’re developing a premium program of immersive and one-of-a-kind events. If you enjoy cocktails and consider yourself a foodie, watch this space! We’ll be blending the best culinary talent in Ireland with innovative whiskey tastings and cocktails.
and other natural flavours. The addition of Single Malt and Single Potstill adds unrivalled quality and richness to this already awardwinning liqueur
Don’t just take its word for it, Tullamore D.E.W. Honey has been most recently awarded a Gold Medal at the Irish Whiskey Awards 2024
The taste is of silky textured Honey with vanilla undertones; natural sweet notes interlace with gentle spices on the nose These combine to give a finish of sweet, sweet warmth. Smooth vanilla and sweet honey flavours buzzing together in a bottle
Speaking about the new product Emma Slevin, brand manager for Tullamore D.E.W. said: “We are delighted to introduce our newest innovation to the Irish market!
Tullamore D.E.W. Honey has all the depth and character of Tullamore D.E.W. Original with an added touch of sweetness. With an ABV of 35% it’s the perfect drink for those who want to try a whiskey but aren’t quite sure where to start.
Warm, sweet, smooth and full of character, we like to think of Tullamore D.E.W. Honey as the cheeky little brother to our much-loved whiskey!”
Tullamore D.E.W. Honey is available from bars nationwide and off-trade in retailers such as Tesco in the coming weeks. RRP per bottle is €29
Please Drink Tullamore D.E.W. responsibly
Q: What has been your most memorable moment since working at the Roe & Co Distillery?
A: It is difficult to select just one highlight, as we have held some wonderful events, collaborated with amazing partners, and welcomed many fantastic visitors from around the world, including some wellknown household names. However, if pressed to choose just one, I would say the Dead Rabbit x Roe & Co event we held in the summer of 2023 was an absolute highlight. We hosted over 400 guests, and the distillery had a real festival buzz that evening. The sun was splitting the stones; we had live contemporary Irish music acts performing across multiple spaces and original John Gilroy Guinness artwork on display. Partnering with The Dead Rabbit—recognised as the World’s Best Bar—we stood shoulder to shoulder with them, delivering a world-class Irish whiskey experience to all who attended. The photo that hangs in our office of our team alongside The Dead Rabbit team is one that we cherish. ■
Tullamore D.E.W. Honey
(L-R) Aoife O’Donohoe, team leader, Roe & Co Distillery and Kevin Hurley, visitor experience manager, Roe & Co Distillery, and members of the distillery staff team
Winning formula
Frank Haughton, manager of McHugh’s Off-Licence talks to ShelfLife about what winning the National Off-Licence of the Year 2025 awards means to him and the team
Q: Congratulations on winning the National Off-Licence of the Year 2025 and Beer Specialist awards! What does this recognition mean to you and the McHugh’s Off-Licence team?
A: We are delighted with the recognition. We have entered this competition every year for the last 29 years. Each year we look over the criteria and try to make some improvements. We find it to be a great tool for improving our business. Winning these two awards is testament to our team and to our investment in our business.
Q: McHugh’s Off-Licence has clearly built a strong reputation. What do you think sets your store apart from others in the industry?
A: Our team are great, and we are very friendly and passionate about what we do We strive to cater for all customers whether they are looking for value brands or premium wines or beers or spirits. We have invested a lot of time in staff education to enable us to assist our customers. We have invested heavily in the layout of our 2 stores with full revamps in both stores over the last three years. We are always looking to innovate and to be at the leading edge of consumer trends in the market.
Q: How important is customer loyalty to McHugh’s, and what steps do you take to ensure customers keep coming back?
A: The customer is king. They are the only reason that we are in business. Over the years, we have always focused on creating a friendly, helpful customer-care ethos in our stores. We have strong personal relationships with our customers. We are always listening to them to make sure that we are meeting their needs.
Q: In your opinion, what role does customer experience play in achieving success in the offlicence industry? Can you share any examples of how you’ve enhanced the customer experience at McHugh’s?
A: Customer experience is central to a lot of what we do In designing the layout of our stores for our recent revamps, our primary consideration was the customer’s journey – how to make the store interesting and easily-shoppable We feel that we have achieved that and that we have two stores that are pleasant to browse
The friendliness of our teams and their ability to advise also enhances the customer experience. But we also find that a lot of customers want to
browse uninterrupted, so to facilitate that, we have well designed informational signage throughout to give the customer the story behind the product to help them decide
To increase engagement with our customers, we have in-store tastings of wines, beers & spirits every weekend. Our customers love this as it helps them to break from their normal purchase by being introduced to something new. It takes the risk out of trying something new.
Q: What strategies have you used to adapt to changing customer preferences and the evolving landscape of the offlicence market?
A: We are always listening to our customers, and this guides us in adapting to changing customer preferences. We are
nimble and can react quickly
This has led us in recent years to increase our range of lighterbodied, lighter alcohol wines; or to source a wider range of Tequila, Mezcal & Rum; or to increase our range of sessionstrength craft beers.
To cater for our customers’ curiosity around premium spirits, we recently introduced a “Flask Fill” service. The customer buys a hip flask and then fills it from a wide range of premium spirits that we have open. This makes experimentation easier and more affordable for our customer We started off with Irish whiskeys that would normally retail for €60 to €90 a bottle, but in listening to our customers, we widened the range to include tequilas, rums and more premium Irish whiskeys such as Midleton Rare.
(L-R) Frank Haughton, Cathal McHugh and Aidan O’Neill
(L-R) James Carroll, Caolann Haughton (McHughs Kilbarrack Road and Niamh Everard (Diageo Ireland)
Q: Winning the ‘National OffLicence of the Year’ is a huge accomplishment. Were there any challenges along the way that you had to overcome to reach this point?
A: Like I said, we have entered the competition each year for 29 years. Each year, we make some incremental improvements. The game-changer in the last couple of years was that our revamp allowed us to put a lot of the lessons we learned over the last 29 years into the store layout.
Q: Winning the Beer Specialist of the Year’ is a huge accomplishment. What set you apart from your competitors
and in terms of selecting new craftier artisan beer brands to stock – what do you look out for?
A: We have been at the leading edge of craft beers since our early days and that has meant that we have developed a loyal customer base that expects us to carry a wide & varied range of craft beers. We have over 600 craft beers and all are well laid out and refrigerated (except the many Belgian beers that should not be refrigerated). We seek out any opportunity that we can to taste new beers and to educate our team. We have made strong relationships with
brewers and importers, and they will guide us in what is coming down the line But beyond the craft beer, we have a very strong offering of “macro” beers. We have a six-door backloaded fridge to accommodate these so customers are always getting cold beer In that market, the competition is fierce and the margins are tight, but we feel that we have to have the right offering at the right price to stay relevant to our customers.
Q: How do you involve your team in the store’s success and in creating a welcoming atmosphere for your customers?
A: Our team are great and most of us have worked here for a long time, so there is a great customer service ethos passed down as new members come into the team. We are always sending team members on courses to enhance their knowledge Our trade is great in that the products we deal with are really interesting. Every bottle, every can has a story behind it, so it is easy to acquire a passion for the business and to pass that to new team members.
Q: With customer loyalty in mind, how do you balance offering great products with competitive pricing at McHugh’s?
A: We operate in a very competitive market so to stay relevant we need to constantly offer value to our customers. Some of that value is in the customer experience and range and knowledge but price is always extremely important. On mainstream brands, we will always be at market price. Also, throughout the year we run regular themed sales where we offer deep discounts on a category of wines or beers or spirits. Right now, we are coming to the end of our Spanish Wine Sale Soon we will be launching our German Beer Sale
Q: What are your future plans for McHugh’s Off-Licence? Are there any new initiatives or changes customers can expect to see in the upcoming year?
A: We are always looking for opportunities to expand or to innovate Right now, there is nothing specific in the pipeline but watch this space…
(L-R) Frank Haughton and Caolann Haughton (Father and Son)
McHughes Off-Licence exterior
McHughes Off-Licence wine and spirits selection
McHughes Off-Licence award winning beers
Amy Huberman launches Ah Wines
The launch of Ah Wines by Amy Huberman recently took place at Café en Seine on Dawson Street, Dublin, where guests enjoyed the new collection, Ah Sauvignon Blanc and Ah Cava Brut Rosé
described as “wines made for enjoying with friends, having fun, and sharing a laugh – it’s that simple!”
Huberman said: “After three years of planning and preparation we are so excited to be launching Ah Wines.
Well-known faces from Ireland’s fashion, food, and entertainment circles, including Rugby star Brian O’ Driscoll, Newstalk presenter Andrea Gilligan, Paralympic gold medallist Ellen Keane and actress Norma Sheehan sipped on the new wines and toasted Amy’s new venture in one of Dublin’s most iconic venues.
“We wanted to incorporate some fun into the label and the branding, offering an opportunity for people to write on the label and share their messages with/to friends and family
“Being a writer, I wanted to encourage others to write their sentiments too.
Cava Brut Rosé ¤24.95 and Ah Sauvignon Blanc RRP
Guests were treated to tastings of Ah Sauvignon Blanc, a crisp, aromatic white with citrus and green apple notes, and Ah Cava Brut Rosé, a dry sparkling wine with vibrant red berry flavours, which Amy
West Coast Cooler launches Sunburst
West Coast Cooler has recently introduced Sunburst, a new peach and mango-flavoured wine cooler that delivers a refreshing taste of sunshine with just 88 calories per can. The perfect addition to any drink’s menu, Sunburst blends vibrant tropical fruit flavours into a light, crisp and flavourful drink—ideal for consumers seeking a lower-calorie, refreshing alternative.
As the days get longer and the promise of summer approaches, Sunburst offers a bright and invigorating option that delivers on both taste and quality Designed to be enjoyed with friends, Sunburst embodies the spirit of good company and relaxation – a drink that brings sunshine to any occasion.
West Coast Cooler Sunburst is now available for distribution, ready to capture the essence of summer and meet the growing consumer demand for lighter, flavourful drink options. The new flavour is available in the convenient 250ml can - just like Original and Rosé Within On Trade as a 24 can tray and for Retail as both a single can and a cluster pack comprised of four cans.
“So, if you are going over to your pals for dinner and they have great intentions but not the best culinary skills you could write Ah, listen the dinner won’t be great but at least we’ll have a nice bottle of wine! We’ve started the story; it’s over to you to continue and share!”
Ah Wines has been many years in the making. In this new venture Huberman has been to Valencia on ‘multiple occasions’ to visit the vineyards and work with the team ‘to ensure that these wines would reflect her commitment to the brand’.
As the majority owner, the business is led by Huberman, alongside Shane Davey, Hugh Murray and Brian Fagan.
Ah has partnered with Barry & Fitzwilliam,
Kinnegar Brewing introduce Jackrabbit
Kinnegar Brewing release a new look Jackrabbit with illustration by Irish artist Dermot Flynn
Kinnegar Brewing has introduced a new-look Jackrabbit with the assistance of Dermot Flynn, Irish illustrator as the drink is available in-store now.
Jackrabbit is now poised to expand its reach in the leaps and bounds typical of this particular member of the rabbit family thanks to new branding created by Irish illustrator Dermot Flynn.
Rick LeVert, managing director and head brewer at Kinnegar, said: “We like our products to prove themselves rather than banging the drum in advance.
Ireland op independent wine distributor to help distribute and build Huberman’s new brand.
Speaking about the launch, Murray with over 30 years of experience in the drinks industry said of these two Ah Sauvignon Blanc and Ah Cava Brut Rosé from AWL: “These are wines we have chosen because we know the Irish consumers will love them.”
Ah Sauvignon Blanc (RRP €17.95) and Ah Cava Brut Rosé (RRP €24.95) is now available in Tesco, winesoftheworld.ie and selected Dunnes Stores from 7 April nationwide
For more information on Ah Wines visit: www.ah-wines.com Instagram: @ah_wines
“Jackrabbits hail from the parched deserts of Mexico and California so it really was the perfect setting to inspire this latest addition to our core range It’s a new rabbit for a new audience.
“Ginger beer is enjoyed by many consumers who might not drink the ‘normal’ beers in Kinnegar’s range They’re often younger and it’s quite likely that they began their exploration of drinks in a different place to traditional beer drinkers”, he said.
In deference to this new audience, Jackrabbit’s new branding breaks fresh ground for the brewery’s bottled range “Kinnegarland”, is the world created by long-time Kinnegar collaborator, Dermot Flynn. Now, for the very first time, a bottle in the core range has been suited up in a brand-new Kinnegarland outfit.
Perfectly balanced against a backdrop of flavours and rounded off with sweetness to an ABV of 4%, Kinnegar’s Jackrabbit can be consumed cold from the fridge, topped up with ice and a slice of lime or mixed to great effect in an Irish whiskey cocktail.
RRP €3.99 per 500ml bottle – find Jackrabbit on shelves in O’Brien’s, SuperValu, and Molloy’s off-licences nationwide
For stockist and product enquiries contact info@kinnegarbrewing.ie or call 074 91 03890. ■
Ah
¤17.95
Actor, author, scriptwriter Amy Huberman
West Coast Cooler Sunburst Peach & Mango Flavour
Kinnegar’s new Jackrabbit Ginger Beer
NEW BFF HAS ENTERED THE CHAT!
64 MARKET MOVERS
Pringles
Pringles launches first-ever mystery flavour in Ireland
Pringles has recently launched a mystery flavour in Ireland as part of a partnership with gaming icon, Super Mario
The limited-edition “mystery flavour” in a distinctive silver tube featuring one of the Super Mario universe’s signature Question Blocks will be available across all major supermarkets across Ireland until 2 May.
“We’re thrilled to bring this exciting mystery flavour to our consumers in Ireland. We believe it will spark a lot of fun and conversation as people try to decipher the unique taste,” Ann Rose Eng, senior brand manager at Pringles Ireland, said.
Fans able to uncover the mystery by correctly identifying the flavour of crisps will have the chance to win a trip to New York City
The grand prize, worth over €8,000 includes return flights for two adults to New York, six nights’ accommodation, roundtrip airport transfers and spending money.
To take part in the competition, consumers should scan the QR code on the tube and submit their guess on the Pringles website.
The competition closes on 5 May 2025 and the flavour will be revealed via Pringles UK social media channels later that month.
More details on how to enter the competition are available on Pringles tubes or on the website www.pringles.com/ie/promotions/
The partnership also sees Mario, Luigi and friends appearing on Pringles’ iconic tubes including Original, Salt & Vinegar, Texas BBQ and Sour Cream & Onion.
John West
What is the answer to your shoppers’ ‘Lunch time dilemma’?
The answer is surely going to be the new John West Protein Salads Quick, healthy, and delicious, they’re the ‘perfect protein power-up’ for the busiest of lifestyles.
Each salad packs up an impressive 29g of Protein - and that is Natural Protein.
Ready in a flash, John West’s new Protein Salads are ‘appetite avengers, time savers, and a super option to fuel and repair the muscles of your shoppers’. Aimed to meet the needs of the ‘young adults’ target group, they will undoubtedly’ be a winner among any cohort’ looking for a healthy snack, or lunch…on the go, or at the desk.
The new John West Protein Salad comes in two super healthy recipes, as we have paired up our high-quality tuna with quinoa, and red kidney beans.
The introduction to market is being supported by a heavy launch campaign on social media, and in stores.
John West Eat strong. Go strong... Sell strong!
Lily O’Brien’s
Lily O’Brien’s is ‘passionate’ about chocolate
Lily O’Brien’s is the largest of the Irish brands in the premium box chocolate market in Ireland and is the second largest brand overall in the total premium box chocolate category
Lily O’Brien’s has a strong track record in innovation in boxed chocolates and premium sharing. The Desserts collection contains a selection of six of the world’s ‘best loved’ desserts recipes filled with multiple layers and textures. The Ultimate Chocolate collection contains a selection of milk, white and dark chocolates and comes gift wrapped perfect for last minute gifting.
Lily O’Brien’s has recently launched the Luxury chocolate collection. This beautifully designed large box features nine recipes from Rapturous Raspberry to Caramelised biscuit bliss, Truffle Decadence and Coffee & Biscotti this collection really is a feast for the senses.
Lily O’Brien’s are continuously investing in packaging design and instore displays to showcase the range in store and to ensure consumers receive the very best product experience. The campaign ‘For the ones you really know’ reflects Lily O’Brien’s core values; passion for chocolate and passion for people and is focused on the importance of relationships and letting those around us know how much they are loved.
With national distribution available through Tennant & Ruttle you can contact your sales representative for more information. www.lilyobriens.ie
Hunky Dorys
Niall Morgan, GAA football player from Tyrone and 2025 John West Feile ambassador
Are you brave enough to face the heat?
Get ready to sweat, crave, and surrender—because Hunky Dorys has just launched its hottest flavour yet, and it’s ‘not for the faint of heart’.
The new Hot & Spicy Hunky Dorys is here to ‘flirt with consumers senses, seduce their taste buds, and leave them hot under the collar’. With its thicker, heavier crinkle-cut ridges, every bite is a ‘fiery encounter that builds intensity until consumers desperately reaching for the milkbut still going back for more’.
As Ireland’s No.1 crinkle-cut crisp brand*, Hunky Dorys has always been bold, brazen, and packed with obscene crunchiness. Now, with Hot & Spicy, they’re taking things to a whole new level of flavour and fire
According to Hunky Dorys: ‘This crisp isn’t just hot - it’s dangerously addictive. It teases, it burns, and it keeps consumers coming back. It’s time to turn up the heat and see who can really handle it.’
Hunky Dorys ‘dares you to embrace the spice and take on the ultimate flavour Go Hunky Dorys or go home’.
The new Hot & Spicy Hunky Dorys is available now in stores nationwide in 37g and 130g packs. ■
Pringles Mystery Flavour
Lily O’Briens Luxury Collection
Red Mills Style Awards shine at Gowran Park Race Day
The recent 2025 Red Mills Race Day at Gowran Park Racecourse in Kilkenny was a spectacular celebration of both top-class horse racing and high fashion. The event brought together a crowd, creating an electric atmosphere on what was a thrilling day at the races.
Among the standout moments was the highly anticipated Red Mills Style Awards, which recognised the most stylish individuals
A good move
of the day. The prestigious event saw Faith Amond from Carlow, Lisa Walsh from Meath, and Louisa Murphy from Waterford compete for the title of Most Stylish Woman, while Stephen Kennedy from Kilmanagh was named the Most Stylish Man. The event was not only a showcase of style, but also a thrilling day of top-tier racing. Leading trainer Willie Mullins triumphed in both feature races, proving his
Lindahls recently held a launch to promote its ‘Good Move’ campaign at Perpetua Fitness, Lennox St., Dublin. The event was attended by both health enthusiasts as well as well-known fitness stars. As part of the campaign launch, the brand also teamed up with radio and TV broadcaster Anna Geary
dominance at the track. His horse, Classic Getaway claimed a spectacular victory with Danny Mullins riding to a commanding win in the Grade 2 Red Mills Chase The stellar performances on the track matched the high energy of the day, with fans cheering on their favourite horses and celebrating the success of the winning connections.
Pictures: Kieran Harnett
The campaign aims to celebrate all good moves, no matter how big or small they may be Encouragingly research as part of the campaign highlights that 85% of adults in Ireland would like to eat healthier and more nutritious food.
However, almost half (45%) of those surveyed admitted to feeling overwhelmed
when it comes to maintaining a healthy balanced diet. The Nestlé Lindahls survey also found in relation to physical activity that almost a quarter (24%) of Irish people consider themselves very active with 59% claiming to be somewhat physically active.
Pictures: Brian McEvoy ■
(L-R) Shaun Conroy and Davinia Knight
(L-R) Stephanie Rozanna and Aoibh Carroll
(L-R) Suzanne Morrissey Forde and Ellen O’Leary
(L-R) Ciara Alcock and Elisabeth Byrne
Heather and Marie Ahern
Eoin Sheehan
(L-R) Stephen Kennedy, Dawn and Bernie Leadon Bolger
Laura Kealy
QUICK QUESTIONS WITH AISLINN O’TOOLE, director, Presence Plus
Presence Plus is an innovative Public Relations Consultancy offering a wide range of services to a diverse client portfolio, both consumer and corporate. The agency manages PR campaigns from small independent companies to global brands. Its diverse team brings a wealth of experience across sectors such as beauty, fashion, entertainment, hospitality, FMCG, and wellbeing PR.
1. Best series you recently watched on a streaming platform?
‘Nobody Wants This’ on Netflix.
2. Best place for coffee?
Mr. French on Erne Street.
3. Top movie recommendation?
I can’t claim to be a massive film buff, some would say I have terrible taste in films! I love romcoms. The latest film I saw was ‘Bridget Jones: ‘Mad About the Boy’ and naturally, I loved it!
4. Top book recommendation?
I need to read more and do less scrolling but I loved John Boyne’s ‘The Heart’s Invisible Furies’. For a more lighthearted read, I have to shout out my pal Emma Doran’s book ‘Mad, Isn’t it?’ – Gas!
5. Which social media platform do you use most? Instagram.
6. Favourite influencer/content creator if you have one?
Garron Noone is probably the one that makes me laugh the most, the man is a master!
7. Best advert on TV?
Flogas’ recent ad campaign about doing electricity as well as gas – very clever.
8. Worst advert on TV?
I genuinely can’t think of a bad ad at the moment. I do think that some UK ads are usually odd, or maybe it’s just they have strange things advertised on their channels.
9. Favourite grocery shop?
Aldi. I did work on the PR account for many years, but I still shop there. The food quality is great and it’s just an easy shop to navigate. Plus, the rosé is delicious!
10. If you had to live in another country, where would you choose?
I lived in Australia for two years many years ago. I recently spent a month back there and in Queenstown,
New Zealand, as my sister is based there. I think I could live in New Zealand if I was to move anywhere. I’d also have loved to have done a stint in London, it’s the best city.
11. Greatest achievement to date?
I would say buying my own home solo about 8 years ago.
12. Do you prefer working from home or in the office/ on-site?
A bit of both. It’s nice to have the option to be at home and get the head down with no distractions, but I think working in PR, being at home full time wouldn’t benefit colleagues or clients. It worked during Covid because it
had to, but creatively I think being in the office at least 3 days a week is pretty essential.
13. Best piece of advice you ever received?
Do not pour your time and energy into people who do not give it back to you.
14. Biggest fear?
Death and the death of my loved ones.
15. City or beach break?
Beach break 100%. I am a total beach bum when on holiday, a champion at lying by the pool or the sea. I do love a city break but we live in a country with pretty dismal weather, so I’d rather spend my annual leave relaxing in the sunshine.
16. Top restaurant recommendation?
We recently went on our office Christmas party weekend to Galway, and we ate in Kai, it was super. I would highly recommend.
17. Who is the last artist/group you saw live?
Coldplay in Croke Park last summer. It was so good that I am going again this summer to one of their gigs in Wembley.
18. Apart from your own, what brand do you admire most?
Big fan of New Dimensions Active and what Orla and Jeff are going with the brand in a market that has a lot of active wear. The clothes are fantastic and they’re always bringing fantastic new ranges.
19. Best customer service you ever received?
It was about eight or nine years ago with Littlewoods (now VERY) when an order was delayed, and I needed it for a wedding abroad. I was personally called by the team in Ireland, and they sorted it all out. One of the girls ended up being a client a few years later working for another brand and we’re still in touch.
20. What’s the last compliment you received?
I got told recently that I didn’t look my age, so that was nice! ■
