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
Food forum for thought
I was delighted to attend this year’s Irish Food Trade Connect Forum, held at the elegant Killashee House at the end of March. Events like this continue to highlight the strength and dynamism of Ireland’s food industry, and the ShelfLife team greatly values the opportunity to connect with leaders and innovators across the sector.
It was a particular privilege to join a panel discussion alongside Shemaine Doyle, founder of Brave Marketing; Frances Buckley, consultant food advisor to the Coeliac Society of Ireland; and Emer Brady, senior insight manager at Opinions, expertly moderated by Ruth Scott. Our conversation explored some of the most pressing challenges facing the industry today, including the impact of misleading content, where responsibility should lie, and how stakeholders can align around a shared “truth baseline.” We also examined the systems brands and retailers need to build trust, and the potential for a unified, sector-wide approach to digital literacy.
Having attended the inaugural event in 2024, it was impressive to see how the forum has grown—both in exhibitor presence and attendee engagement. Its evolution reflects a sector that is not only expanding, but increasingly collaborative and forward-thinking.
Contents April
Donna Ahern
COVER STORY
NEWS&ANALYSIS
24 This April, Nearby celebrates a milestone achievement of five years of business within the retail industry. ShelfLife reports.
about long-term investment, competition, and delivering value.
69 Social Diary: Give Wine A Future recently launched Ireland’s first Sustainability & Wine Report, bringing over 200 industry figures together at the RDS.
FEATURES&REPORTS
14 Donna Ahern caught up with professional chef and DJ Marcus O'Laoire to talk to him about his role as a Tesco brand ambassador.
20 Paul Lynch spoke to ShelfLife about building MACE Athgarvan from scratch, with a strong focus on fresh, community, and growth.
28 Ryan Brennan spoke to Shane Rushe, retailer, Centra Kilmacud
70 20 quick questions: Caroline Harty, managing partner, We Are Tap.
OPINION & ADVISOR
10 Opinion: John Healy gives a breakdown on the EU Pay Transparency Directive and how it will affect your business.
16 HR: Caroline Reidy gives a breakdown on the EU Pay
Transparency Directive and how it will affect your business.
18 Recruitment: Nikki Murran discusses why fresh food roles are the new gold dust.
HOT PRESS
Businesses have been adversely impacted because of rising fuel costs
Tesco Ireland opens new Morehampton Road store in Dublin 4
Tesco Ireland has opened a new Express store on Morehampton Road, Donnybrook, Dublin 4.
Shoppers will find a range of local produce on shelves such as Freshways, Oishii Foods and Keogh’s crisps.
The store has also been fitted with several energy-saving measures, such as doors on fridges, which will help reduce energy consumption.
The store will be led by store manager Peter Allen, who will manage a team of 12. Commenting, he said: “It has been a busy few months getting to this point, and we are looking forward to welcoming customers and being part of the community Through the Tesco Community Fund, we are pleased to be able to support local groups and projects over the coming months.”
The new Tesco Express will be open from 7am to 10pm daily
Revenue engages with businesses facing cash flow strain from fuel costs
As fuel protests and blockades embraced the country in April, Collector-General, James Twohig has since outlined that Revenue will engage viable business that are experiencing cash flow difficulties due to the rise in fuel and other costs.
In a statement on its website, Revenue noted that it appreciates that this is a difficult time for those affected and confirms that it will work with taxpayers that have been adversely impacted to ensure that good compliance records can remain on track.
Commenting, Twohig, advised: “Revenue has a strong track record in successfully agreeing flexible and appropriate payment arrangements where businesses are facing temporary cash flow difficulties, and we will work with those affected by rising fuel and other costs to take their financial circumstances and capacity to pay into account.”
The Collector-General noted that he “strongly encourages” affected taxpayers to take the following practical steps:
• Continue to send in your tax returns on time
• Engage early with Revenue if you run into, or are facing, difficulty in paying your tax
Revenue’s Collector-General Division can be contacted on 01 738 3663, or through www.revenue.ie
Faulty goods top Irish consumer complaints again
Faulty goods and services topped the list of concerns for Irish consumers for the fifth consecutive year, according to the Competition and Consumer Protection Commission’s (CCPC) 2025 Consumer Helpline Report. The report details key statistics and insights from consumers who contacted the CCPC consumer helpline in 2025, as well as the most-named traders.
• 42,791 consumers contacted the helpline, mostly by phone, email, and web form
• Consumers spent an average of €6,292 on the product or service that they had an issue with
• 10,297 consumers were referred to the Small Claims Court for redress
• The CCPC’s free online Money Tools were used 647,483 times
For consumer queries and complaints, contact the CCPC helpline on 01 402 5555 (Monday to Friday, 9am to 6pm) or via our contact form or email ask@ccpc.ie
Irish inflation hits 3.6% in March
Central Statistics Office (CSO) estimates inflation at 3.6% in March, with energy prices rising sharply and services also increasing.
This is according to the recently published flash estimates of inflation from the EU Harmonised Index of Consumer Prices (HICP) for Ireland for March 2026.
Commenting on the data published, Anthony Dawson, statistician in the Prices Division, said:
“The HICP excluding energy and unprocessed food prices, is estimated to have gone up by 2.6% since March 2025. Food prices are estimated to have decreased by 0.3% in the last month and gone up by 2.3% in the last 12 months.
“Service prices have risen by 0.9% in the month and are up by 3.3% in the 12 months to March 2026. These flash estimates are subject to revision when the final HICP results are published next month.” ■
FUEL unforgettable team days at summer festivals
As Ireland’s leading experience and entertainment group, FUEL delivers standout summer festivals including WellFest, Kaleidoscope, and Beyond The Pale Each offers a readymade festival experience for unforgettable team days, client hosting, and celebrations of every scale
Host teams and clients at Beyond The Pale, Glendalough’s acclaimed music and arts festival, with 10% off 30+ group weekend or Sunday day tickets. As an upgrade, the Round Tower Main Arena Hospitality Lounge provides a retreat at the heart of the festival.
Guests enjoy exclusive access to a full bar serving beers, bubbles, and cocktails, a comfortable lounge with covered seating, luxury festival toilets, and streetfood options within the exclusive area. It’s a place to recharge, refresh, and raise a glass while staying close to the Main Stage energy
S&W Wholesale partners with BradEx
S&W Wholesale, the Newry-based wholesaler and convenience retail operator servicing more than 2,500 customers, including over 165 Nearby stores across the island of Ireland, announces an expanded logistics partnership with trusted transport provider BradEx.
The collaboration is designed to strengthen delivery capacity and flexibility as S&W continues to grow and prepares for the completion of its multi-purpose 180,000 sq ft warehouse and office space.
The partnership focuses on protecting the high level personal, storefirst service S&W has been built on for over 100 years; while also building it’s operational resilience required to support the increased volumes, peak trading periods, and future expansion.
The partnership has been built around shared standards, collaborative planning, and a practical focus on what retailers need most: reliable delivery windows, consistent availability, and clear communication.
BradEx drivers and their operational teams receive ongoing training aligned to S&W’s ways of working, ensuring service continuity across all
Kaleidoscope, Ireland’s largest family festival offers 10% off 50+ tickets, including kids, with the option to upgrade to the KaleidoClub Main Arena Lounge This main arena basecamp includes fullweekend lounge access, luxury toilets, dedicated bar service, covered seating, familyfriendly garden games, and additional babychanging facilities. Two kids enter free with every adult upgrade, making it an effortless way to add extra sparkle to a familyfriendly company or client experience.
WellFest Dublin and Belfast, Europe’s largest fitness and wellness festivals, offers 10% off group bookings of 15+, creating an energising corporate day out across movement, mindfulness, and motivation. Reward teams, host clients, and create shared moments that last. Contact: sarah. king@fuelhq.ie to begin planning.
S&W Wholesale’s new warehouse development will further support their plans for enhancing product availability, range, picking efficiency, and overall operational capability
routes and locations.
Clive Whylie, head of Operations, S&W Wholesale, said: “BradEx have strengthened our transport capacity while protecting what matters most to our customers: Service. Their drivers operate to our standards, which means our customers see dependable deliveries today and a stronger platform as we transition into our new warehouse and future growth.”
Minister Dara Calleary launches 2026 SuperValu TidyTowns competition
are almost
Celebrating 68 years of environmental and community effort
The Minister for Rural and Community Development and the Gaeltacht, Dara Calleary TD, alongside the managing director of SuperValu, Mr Luke Hanlon, have recently launched the 2026 SuperValu TidyTowns competition.
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, Minister Calleary said: “This year we celebrate 68 years of this wonderful competition, which continues to thrive year on year – its success benefits us all.”
Active groups: There are almost 1,000 active TidyTowns groups, and last year saw
a record 929 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.
Speaking at the launch, Luke Hanlon, managing director of SuperValu, said: “The launch of SuperValu TidyTowns competition is always an exciting time for committees and volunteers nationwide
“The longevity and diversity of the programme is remarkable, with 70% of committees active for more than a decade, and a quarter of all volunteers are under 45”.
The closing date for receipt of entries for this year’s competition is Monday 11 May, 2026.
Entry forms and further information about the SuperValu TidyTowns competition are available at www.tidytowns.ie
There
1,000 active TidyTowns groups, and last year saw a record 929 entries to the SuperValu TidyTowns competition
From barcode to brand connection
Maria Svejdar, Head of Retail, GS1 Ireland discusses why now is the moment to explore 2D barcodes
The familiar barcode is evolving, and with it, the way brands connect with consumers.
For more than 50 years, barcodes have quietly enabled products to move efficiently from factory to shelf to checkout. They were designed to do one job extremely well: identify a product. And they have done that job brilliantly
But retail has changed. Consumers have changed. Today’s shoppers want more than a price and a brand name They want to know where products come from, how they are made, what they contain, and how they align with their values. Increasingly, they expect that information instantly, at the moment of choice.
This is where 2D barcodes, including QR codes powered by GS1, come into play as a natural next step building on the strength of existing infrastructure and standards.
One scan, many possibilities
At first glance, a QR code may look familiar But a QR code powered by GS1 is designed to do something quite clever. Using the GS1 Digital Link standard, it connects a physical product to trusted, structured digital information online, while still supporting retail scanning requirements.
That means a single code on pack can serve multiple purposes. It can support checkout and supply chain processes, while also acting as a digital gateway for consumers who want to learn more about the product in their hand.
Importantly, the information behind the code can be updated over time without changing the packaging itself For brands, this brings flexibility and control. For consumers, it means access to relevant, up to date information direct from the source
Transparency is becoming the norm
Across food, beauty, clothing and household categories, transparency has shifted from being a differentiator to being an expectation.
Shoppers want clear ingredient and allergen information, provenance details, usage guidance and sustainability credentials. Regulators are also moving towards greater digital access to product data. Trying to fit all of this onto physical labels alone is increasingly challenging.
QR codes powered by GS1 allow brands to move beyond the limits of on pack space. Detailed information can live digitally, presented clearly and consistently, while the physical pack remains uncluttered. As products evolve, information can evolve with them.
Telling sustainability stories with substance
Sustainability claims matter, and so does credibility Consumers are increasingly
sceptical of vague or generic statements and want to understand the evidence behind them.
A standards based QR code gives brands the opportunity to share deeper sustainability information: certifications, sourcing practices, recycling guidance and environmental commitments, all linked to a specific product.
Because the information is connected through GS1 identifiers, it can be structured, verifiable and aligned with broader supply chain and regulatory requirements. This helps build trust through clarity rather than marketing language alone
Designed to work with retail, not around
it
While consumer engagement is a powerful driver, it is only one part of the picture. Globally, the retail industry is working towards being able to scan and process 2D barcodes at point of sale by 2027, alongside existing barcodes.
For brands, this means thinking carefully about how QR codes are implemented. QR codes powered by GS1 are designed specifically to work in retail environments, using the same product identifiers that retailers already rely on.
In practice, this supports a sensible transition. Brands can continue to use traditional EAN barcodes while gradually introducing QR codes powered by GS1 through dual coding, ensuring packaging choices remain compatible with retailer readiness as it develops.
QR4More: Learning by doing
In Ireland, GS1 Ireland’s QR4More Programme is supporting brands and retailers as they explore this transition in a practical, real world way
The focus is on pilots and enabling learning.
Through education, case studies and guidance, the QR4More Programme helps businesses understand what works, what resonates with consumers, and how to scale responsibly over time
Early adopters are using QR codes to enhance product information, support compliance, and experiment with new forms of engagement, all while staying aligned with global standards and retail requirements.
Why starting small makes sense
It can be tempting to see 2027 as a deadline to worry about later. But brands that start exploring 2D barcodes now benefit from time; time to test, refine and build internal confidence.
Starting does not mean converting an entire product portfolio overnight. It might mean piloting one product, reviewing data readiness, or aligning internal teams around future packaging decisions. Each step builds capability without pressure.
Crucially, early exploration allows brands to turn a future requirement into a present day opportunity and value-add.
Practical first steps for brands
For many brands, the most valuable starting point is simply understanding the foundations. Ensuring product identification data is accurate and well managed creates a strong base for any QR journey. From there, brands can explore how GS1 Digital Link works, what information consumers are asking for, and how digital content can support both engagement and compliance needs.
By piloting thoughtfully and working with standards from the outset, brands can avoid short term fixes and invest in solutions that will scale as the retail ecosystem evolves.
A new chapter for the product experience
The migration to 2D barcodes is not just a technical upgrade It represents a shift in how products communicate, how information flows, and how trust is built between brands and consumers.
For brands willing to explore early, it opens up new ways to engage inform and differentiate, all while staying aligned with retail partners and global standards.
The standards are in place. The tools are ready The opportunity to start, learn and grow is available now.
Join the QR4More programme today. ■
Maria Svejdar, Head of Retail, GS1 Ireland
Centra wins Best Grocery & Retail at this
year’s 12th
Annual
Just Eat Awards
Just Eat has revealed that Centra has been named Best Grocery & Retail at the 12th annual Just Eat Awards, celebrating the nation’s favourite restaurants, grocery and retail partners.
This year’s winners, who ranged from local, independent food spots to national restaurant brands, were recently announced at a lunch event in Fallon and Byrne in Dublin City
Centra was voted Best in the Grocery & Retail category which celebrates Just Eat partners that are helping redefine convenience, making it easier than ever for customers to get what they need, all at the tap of a button.
Thousands of people across Ireland cast their
Divilly Brothers expands nationwide with Tesco
Divilly Brothers, the family-owned meat producer with roots stretching back almost a century, has recently announced a major nationwide expansion with Tesco Ireland, marking a significant milestone in the continued growth of the Irish food brand.
Divilly Brothers first began supplying Tesco stores in October 2022, following Tesco’s acquisition of Joyce’s Supermarkets.
Starting with eight local stores in the west of Ireland, the partnership quickly gained momentum.
In May 2023, Divilly Brothers secured listings in a further eight Tesco stores, reflecting strong customer demand and
votes in this year’s Just Eat Awards, recognising the partners who deliver great food and service to communities nationwide
This year’s list highlights standout restaurants from Sligo, Galway, Cork, Dundalk and Dublin, showcasing the best food spots across Ireland, from the local heroes and hidden gems, the shortlisted and winning restaurants bursting with talent and flavours.
Category winners were selected from a shortlist of over 105 nominees, and in addition to the Independent Restaurant of the Year title won
growing brand recognition.
Now, in 2026, following the successful launch of Ireland’s first Bord Bia-approved No Added Nitrite ham range, Divilly Brothers has expanded even further
The company’s cooked meats range is now available in 96 Tesco stores nationwide, with its traditional breakfast meats stocked in 23 Tesco stores across Ireland.
This latest expansion represents a major step forward for the Galway-based business, which continues to invest in product innovation, food standards, and local employment while remaining proudly familyowned.
As proud members of Love Irish Food, Divilly Brothers remains committed to supporting Irish producers and bringing highquality, trusted Irish-made products to more shoppers across the country
Commenting on the announcement, Shane Divilly, commercial director at Divilly Brothers,
Peter O’Mahony teams up with Tesco
Tesco Ireland customers can now pick up two new full flavour 0.0% beers – a non-alcoholic lager and pale ale - from rugby star Peter O’Mahony’s Active Brewing Company as part of their weekly shop
The beers are now available in more than 130 Tesco stores nationwide and online, priced at a Clubcard Price of €2.50 each (RRP €2.75), and will remain part of the range after 24 April, following an initial exclusive launch period.
Tesco Ireland is the first retailer in the country to stock the new range, marking an important early milestone for Active Brewing Company. Active Brewing Company was founded in Cork after years of O’Mahony looking for fullflavour non-alcoholic options that worked alongside training, recovery, and everyday life.
The team set out to create beers that deliver on taste while still feeling light and easy to enjoy. The first releases, a non-alcoholic lager and
by Sano Pizza, the winners were:
Commenting on the winners of the annual Just Eat Awards, Amanda Roche-Kelly, managing director, Just Eat Ireland, said: “Ireland’s food scene continues to grow in quality flavour and variety and the Just Eat Awards are a fantastic opportunity to recognise the local businesses that people genuinely love ordering from”.
a non-alcoholic pale ale, were developed with a focus on balance, refreshment and real drinkability
Speaking about the beers arriving in Tesco Ireland stores, Peter O’Mahony said: “Having our beers land on shelves in Tesco stores is a massive win for us. Tesco’s reach means people all over the country can pick them up as part of their normal shop and experience the product we have worked so hard to finesse.”
With interest in non-alcoholic choices continuing to grow, the launch gives Tesco Ireland customers an easy way to try a homegrown Irish option for different moments, from midweek dinners and training days to being the designated driver, watching
“From starting in a number of stores in 2022 to now reaching shoppers nationwide, it reflects the strength of the Divilly Brothers brand and the hard work of our entire team.”
the match at home or catching up with friends.
Active Brewing Company’s non-alcoholic lager and non-alcoholic pale ale are available now in Tesco Ireland stores nationwide and online ■ said: “This is a major milestone for our business.
(L-R) David O’Keeffe, Jade O’Donovan and Aoibhe Malloy from Centra, named Best Grocery & Retail at the 12th annual Just Eat Awards
Peter O’Mahony, Active Brewing Company
L-R) Ronan Loughnane, colleague assistant, Peter Divilly, managing director, Divilly Brothers, Catherine Swift, Oranmore store manager and Shane Divilly, Divilly Brothers, commercial director
2026: A summer of occasions
John Healy looks ahead to next season and explains why it’s a golden opportunity for brands and retailers
After what has felt like a long, wet winter, we’re finally seeing a welcome stretch in the evenings and most of us are hoping for a long, and hopefully hot, summer Warmer evenings and the prospect of spending more time outdoors lifts everyone’s spirits. Depressed sales across many categories over the first quarter of 2026 have been linked to the incredibly wet winter and spring, and now there’s uncertainty created with turmoil in geopolitics. However, the good news is summertime provides brands and retailers a great opportunity to recover lost ground, if all initiatives are planned and executed brilliantly
This seasonal shift provides multiple opportunities for both brands and retailers to leverage in-store The busy calendar of events throughout the summer provides many opportunities to ‘seize the occasion’ by ensuring the fundamentals are done right: having the right product, at the right time, in the right format - on shelf As we head to festivals, sporting or family events, the retail outlet is the first port of call to pick up supplies and, the more relevant the theme and the range is in-store, translates into more sales at the till.
The different types of major sporting events & festivals will influence when and where shoppers buy and, for brands and retailers, understanding these opportunities and targeting them in ways that resonate with them is the key to maximising these opportunities. This applies to every type of retailer, big and small - as shoppers stock up for social events inside and outside the home Convenience is also key – as they look for seasonal options: – from sunscreen to strawberries, beer to bruschetta.
Festival Fever
From late spring onwards, the Irish calendar becomes a rolling series of festivals – kicking
off with Forbidden Fruit in the Royal Hospital Kilmainham over the June Bank Holiday weekend – right through to Electric Picnic, closing the festival season in Stradbally Other festivals such as Sea Sessions in Bundoran, Taste of Dublin and All Together Now attract loyal national, local and niche audiences… all looking for something different.
While these festivals physically take place outside the home, the ‘route to festival’ shop has become something of a mission in itself! It’s where people get themselves organised: planning what they need, picking up supplies in advance, enroute or even during the festival itself
Changing demographics, behaviour and shopping habits
Being aware of, and planning for, the calendar of opportunities is crucial - but so too is understanding the changing demographics and the different opportunities it presents. As more festivals appear, so do the audiences attending them, widening all the time What was once seen as predominantly ‘youth culture’ now attracts all age groups. This broader audience also means more diverse shopping habits and needs: so, while alcoholic or zero-alcohol beverages remain pivotal - snacks, confectionery, convenience food and sun protection often end up on the list. Other lastminute items such as batteries or chargers can become high-value purchases for retailers.
No place like Home
At the same time summer occasions are increasingly about gathering at home, with planned barbecues often becoming impromptu indoor feasts, thanks to the unpredictable Irish weather Major sporting events turn ‘ordinary’
days into social or family occasions - with 2026 not just including the GAA Championships but also the FIFA World Cup, kicking-off in Mexico on 11 June – both offering plenty of social opportunities in homes and gardens across the country
Research confirms entertaining at home has become more common, as consumers look for ways to socialise that offer convenience and value Retailers and brands are tapping into other relevant consumer trends - such as the changing attitudes to alcohol and health & wellbeing. This is evident in the significant growth in low and zero-alcohol options, readyto-drink formats and functional foods.
Retailers and brands that will benefit most from all this activity are those that plan and execute superbly in-store Creative, disruptive displays relevant to the occasion must be perfectly timed - to ensure the highest rates of customer conversion - with products priced appropriately and available
Creating excitement and anticipation
At CPM we see these dynamics play out across the entire retail ecosystem, with brands and retailers working hard to engage with shoppers and meet their needs. We partner with brands to build campaigns that engage with customers and drive sales and ensure store shelves are fully stocked during peak shopping spikes around all occasions.
We are famous for sales, but it’s more than that. It’s about creating a buzz, generating excitement and building anticipation – through the line, in-store and across all consumer touchpoints - to make this summer one to remember God knows it’s been a long time coming! ■
JOHN HEALY
general manager, CPM Ireland
Musgrave
appoints Patricia Blackshields as chief commercial officer
Musgrave has announced the appointment of Patricia Blackshields as chief commercial officer.
Blackshields will hold executive responsibility for Musgrave’s Commercial function, including supplier partnerships, cost of goods, customer-focused initiatives, and the delivery of the Group’s sustainability and food safety agendas.
She will also sit on the Musgrave Executive Committee, contributing to enterprise strategy, long-term planning and the organisation’s ambition to be a world-class food and beverage business.
Blackshields brings 28 years of commercial experience within Musgrave, having previously served as director of Commercial Transformation and director of Commercial Strategy & Planning.
Before joining Musgrave, she worked with Ornua Foods UK, gaining valuable international experience in food operations and retail.
A graduate of University College Cork with a BSc in Food Business, she also holds an MBA in Retailing & Wholesaling from the University of Stirling and a Diploma in Coaching.
She has led major initiatives that strengthened supplier collaboration, enhanced cost competitiveness and delivered improved value propositions for customers across Musgrave’s retail, wholesale, foodservice and export channels.
Commenting on the appointment, Noel Keeley, CEO, Musgrave, said that Blackshields’ appointment “reflects her exceptional leadership and deep understanding of Musgrave’s business”.
McCormack Family Farms strengthens leadership team with appointment of Nigel Cooke
McCormack Family Farms has appointed Nigel Cooke as business development manager, signalling a proactive new phase of growth for the Co Meath-based producer
With over 20 years of sales experience specifically within the fresh produce sector, Mr Cooke joins the company at a defining moment. As Ireland’s leading grower of baby leaf salads and herbs, McCormack Family Farms is currently focused on deepening its footprint across both the retail and foodservice sectors. Mr Cooke’s expertise in strategic growth and category development is expected to be instrumental in identifying new opportunities and securing long-term customer partnerships.
Based in Kiltale for over 40 years, the family-run business remains a cornerstone of Irish horticulture.
Commenting on the new appointment, Stephen McCormack, managing director, McCormack Family Farms, said: “We are delighted to welcome Nigel to the team. His deep industry knowledge and robust professional network will be invaluable as we pursue new avenues for the business and continue our commitment to delivering the freshest produce to our customers.”
Cooke added: “I am thrilled to join McCormack Family Farms - a brand synonymous with quality and innovation in the Irish market. I look forward to contributing to the company’s next chapter and building meaningful partnerships across the retail and foodservice channels.” ■
ROOTED IN IRELAND.
READY FOR THE NEW SEASON.
Nigel Cooke, business development manager, McCormack Family Farms
Members with Newspread accounts have every reason to feel aggrieved that the deeply unfair carriage charges are being used as the base value upon which a 4.5% Fuel Surcharge is being applied.
Carriage charges have a very significant effect on the profitability of the Newspaper and Magazine sector, particularly given the continuing decline in readership of the physical paper/ publication.
Payzone - Scam alert
A potential scam regarding Smart PAYG Electricity top ups has recently come to our attention. We have seen a rise in scenarios where Smart PAYG customers are presenting instore, asking for a top up and subsequently not having the funds to pay.
With Smart PAYG, the value of the top up processed gets sent straight to the meter without the need to enter PowerCodes.
We would ask you to be vigilant of this and make sure your staff are also aware.
Please ensure to cancel any Smart PAYG top ups that haven’t been paid for immediately at the point of sale. This will prevent the value of the top up from going to the meter and we will not direct debit you for the value of the top up.
We would strongly encourage you to ask for payment in advance of processing any Payzone Service on your terminal or till system.
The Publisher places a retail price on the title, a price that as far as we are aware, is universally adhered to. They are also responsible for advising their distributor, who retailers have a contract with what wholesale price they should apply for their title.
Once carriage charges are applied, the gross profit earned from the sale of the products is reduced to such a level for many retailers that they quite rightly question the value of continuing to stock and supply a product that necessitates such a labourintensive level of care.
While the additional weekly €4 in surcharge is not particularly significant , it acts to highlight the
difficulty associated with the category in that even though it is declining in sales, the increases associated with continuing to provide the products to our customers raise the issue of where the sector is going, given the need
REPAK - your obligations may have changed
Many retail members of CSNA have availed themselves of our unique Ready Reckoner programme which converts the values of your sales into the weight of the sold products’ packaging.
This has allowed a Certification that can be shown to Repak and/ or the Local Authority in which the store is located displaying the extent of liability (none,10-25 tonnes or 25 tonnes plus). We know that we have saved numerous retailers very substantial amounts of money and are conscious that with the recent implementation of the Deposit Return Scheme you need not account for PET bottles or aluminium cans used for minerals and alcohol. Contact the CSNA office for details.
for the titles to have physical papers as none of the Irish publishers could manage a digital subscription model, they need the retailers input but are almost universally maintaining an ostrichlike position.
CSNA NEWS
CSNA NEWS
CSNA NEWS
SARA ORME
National President, CSNA
Re-Turn grant appeals
CSNA is happy to help all retailers who have a Reverse Vending Machine and may require representation and assistance in securing their Grants (Mark 1, Mark 2 or Mark 3). All matters relating to your business will be held in strict confidence and will not be shared with anyone. Contact the CSNA office for details.
CSNA AGM - empowering store owners
Book your place for the CSNA Annual General Meeting with a focus on Empowering Store Owners. The AGM will be held on Tuesday the 26th of May in Castleknock Hotel. Sign up on the CSNA website www.csna.ie/csna-agm-2026/ or call Laura on 045-535050. ■
CSNA NEWS
‘Food is my life, and I love cooking deeply’
Donna Ahern caught up with professional chef and DJ Marcus O’Laoire to talk to him about his role as a Tesco brand ambassador
Marcus O’Laoire is a professional chef and DJ offering a fresh perspective on food culture and consumer trends in Ireland. Known for his bold, accessible cooking style and energetic personality, O’Laoire has built a strong social media presence, becoming a go-to creator for trending recipe content
He regularly contributes to a range of events like The Big Grill, Taste of Dublin, and WellFest, where he brings his mix of culinary talent, entertainment experience, and on-stage energy to diverse audiences. Alongside Dr Aisling Farrell and Eunice Power he was recently enlisted as a Tesco brand ambassador
Q: As a chef and food writer, how does Tesco’s platform “It’s Not A Little Thing, It’s Everything” resonate with your own approach to food and cooking at home?
A: As a chef and food writer, the idea of “It’s Not A Little Thing, It’s Everything” really speaks to me When you start thinking about your cooking as a whole and your approach to putting food on the table as a whole, it becomes less about making one thing special. It is about putting a little bit of effort into many different elements.
That is where the real pleasure in food comes from. It is not about big occasions or making something feel overly special. It is about making small changes across everything to improve what you are eating, how you are eating it, how you are cooking, and why you are cooking it.
Q: Tesco’s research highlights a shift in how different generations think about food. From your perspective, what exciting changes are you seeing in how people in Ireland are cooking and eating today?
A: I think there has been a significant shift in how people in Ireland cook and eat at home More people are cooking at home rather than going out, and the joy of home cooking has become far more commonplace than it was ten or fifteen years ago
People are watching shows such as Master Chef and consuming a huge amount of food content online One of the few positive outcomes of COVID, when everyone was making banana bread, beef Wellington, and barbacoa tacos, is that it sparked a genuine interest in spending time in the kitchen.
People have realised that they can put something excellent on the table themselves and take a great deal of satisfaction from it.
Q: In your role as a Tesco food ambassador, how do you hope to inspire people to feel more confident, creative and connected to their everyday cooking?
A: I absolutely love being a Tesco food ambassador My role, which involves showing people how to find joy, confidence, and creativity in their everyday cooking, is a dream. Cooking should never feel intimidating, and I try to show that simple, seasonal food can be joyful and achievable for everyone
A lot of this comes through in the simple cooking moments I get to share through my
role In the Spring Pairing Masterclass with Tesco wine buyer Fiona Whelan, for example we talked through easy, approachable combinations like creamed leeks on toast with Chablis to show that good food doesn’t need to feel complicated.
We also explore cultural moments in a way that feels relaxed and fun. For Chinese New Year, I made dumplings with Janet Liu in the Tesco kitchen, focusing on straightforward techniques, the meaning behind the dish, and even adding a playful chocolate “lucky dumpling”. Moments like that help people feel more connected to what they’re cooking and to the stories behind different foods. Understanding where food comes from, how to get the best out of it, and how to make the most of good ingredients is essential. Food is my life, and I love cooking deeply If I
Marcus O’Laoire, professional chef and DJ Marcus
can pass even a small part of that passion on to others, then I will have achieved my goal.
Q: Irish shoppers are placing more value on quality and provenance. How does that influence the way you shop, cook and develop recipes for home cooks?
A: People are certainly placing greater emphasis on quality and provenance. For me, that encourages a simpler approach to cooking.
When you have excellent ingredients and you understand their provenance, you can allow them to speak for themselves. There is no need to overcomplicate dishes or embellish them unnecessarily You can rely on the natural quality of the ingredients. Since working with Tesco, I’ve been able to spend more time exploring the range of Irish produce available, and it has reinforced how fortunate we are here. When the ingredients are that strong, whether it’s local vegetables, dairy or anything that’s in season, the cooking becomes instinctive and straightforward.
Q: As an Irish chef, DJ, content creator and cultural innovator, what has been the highlight of your career to date?
A: This is not strictly a career highlight, but about four and a half months ago, we welcomed our daughter, Sylvie, into the world, and it has made everything feel more meaningful.
I have had many incredible experiences in my life, but nothing has come close to becoming a father
Q: Many younger people are turning to food for comfort and connection. How do you reflect that in your cooking and the way you engage with your audience?
A: Platforms such as TikTok, and the way people engage with food on them, are remarkable If that encourages more people to spend time in the kitchen, whether through an air fryer, fried eggs, or any current trend, then that is a very positive thing.
However, it is also important to show that cooking does not have to be driven by trends. It can be something that brings lasting joy.
Learning to cook is, in my opinion, one of the most valuable skills a person can develop, and it can genuinely improve your quality of life.
Q: What are some of the biggest misconceptions you see when it comes to home cooking, especially for people who feel short on time or confidence?
A: One of the biggest misconceptions is that cooking always has to be a major undertaking.
“Everyone eats, and it is something we do multiple times a day. It makes sense to put a little effort into making it more enjoyable.”
your effort.
That is where the idea of “It’s Not A Little Thing, It’s Everything” becomes particularly relevant.
Q: As a Tesco ambassador, how do you hope to encourage shoppers to make simple, enjoyable changes in the kitchen that can have a big impact on their daily lives?
A: Everyone eats, and it is something we do multiple times a day. It makes sense to put a little effort into making it more enjoyable Small, incremental changes can significantly improve your quality of life, not only in terms of taste but also in terms of nutrition. Good food can leave you feeling satisfied, energised, and content.
It is about changing the perception of cooking from a chore into something enjoyable It can be a way to connect with others and to feel more connected to the systems that provide our food.
Q: How do young people’s eating habits at festivals like Electric Picnic reflect changing attitudes towards convenience, sustainability and healthy choices?
A: It is very encouraging to see how much more aware people have become of where their food comes from, how it is produced, and the sustainability practices behind it. There is also a growing focus on health. It was once about simply getting your five a day, but now people are far more interested in the nutritional value of what they eat. At festivals, there is still an element of food for convenience, but there is also a rise in curated food experiences. Restaurants are creating full activations, and people are willing to queue for them. This suggests a very interesting future for how people eat, not only at festivals but also outside the home more broadly ■
You can put just as much care and attention into a pasta dish that takes thirteen minutes as you can into a roast that takes several hours. It is not about time or financial investment. It is about making the most of what you have and knowing where to focus Marcus O’Laoire offers a fresh perspective on
What is pay transparency?
Caroline Reidy gives a breakdown on the EU Pay Transparency Directive and how it will affect your business
EU member states, including Ireland, must transpose the EU Pay Transparency Directive by 7 June 2026. The primary purpose of this directive is to strengthen the principles of equal pay for equal work or work of equal value. This reform will have significant changes overall pay and compensation governance and it is envisioned that this directive will drive fairness, equity and accountability across the business landscape.
This directive is fast-approaching and so, many organisations are only beginning to assess how these significant changes will affect them, including the impact it will now have in terms of Gender Pay Gap reporting obligations.
Equal pay for equal work or work of equal value
Work of equal value means that two roles that require comparable levels of skill, effort, responsibility, and working conditions must be paid equally - even if the roles are different in nature or title It shifts the focus from job descriptions to the substance of the work, ensuring a more robust, fair, and transparent pay system
Pay transparency in reality
The directive will have implications for employers even at the recruitment stage. Employers will now be required to disclose salary levels or ranges in job advertisements or upon request from candidates during the recruitment process. Furthermore, employers will not be permitted to ask candidates about their salary history at recruitment stage.
Employers will now need to ensure that their pay scales/structures are based on objective, gender-neutral criteria and furthermore, that employees clearly understand the pay progression mechanisms that are in place relevant to each category of workers.
The directive will now afford an employee the right to request and receive information regarding pay levels and the pay levels of others performing the same work or comparable work
We all remember the inclusion of pay secrecy agreements in contacts, right? Well, from June of this year, employees will no longer be restricted from disclosing their pay for the purpose of the enforcement of the principle of equal pay.
Preparing ahead of time
Organisations should now begin by revising their recruitment process. This will include developing job advertisements that are objective, with genderneutral criteria used. Hiring managers should be involved in this process to ensure full compliance Each role should be mapped into a category of worker based on the principle of equal work or equal value.
Following on from this, organisations will need to establish clear pay structures that are aligned to job levels or a category of workers. This task may prove to be more of a challenge to organisations who, historically, made ad hoc decisions regarding pay levels.An audit of internal pay levels is a good starting point to help identify any gaps or patterns. Organisations must proactively move to address such legacy issues surrounding pay, bonuses, allowances etc.
From a data reporting perspective, organisations need to verify accuracy of their HR & payroll data. This is to ensure the accurate and timely reporting required under the directive.
CAROLINE REIDY
Caroline Reidy, head of NFP HR Solutions, HR and Employment Law specialist
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 NFP Ireland’s office on (066) 7102887 or email hrsolutions@nfpireland.ie
Employees will have the right to request their individual pay levels and average pay by gender for doing the same work or work of equal value and so, it’s important that internal procedures are developed to response to such requests, in compliance with the directive and GDPR regulations.
Organisations must be prepared for a huge cultural shift that this directive represents. This will involve buy-in from the leadership team about new transparency expectations, how decisions are to be made moving forward regarding pay decisions, and full alignment with regards to transparency, fairness and accountability
Why are these reforms needed?
This directive will aim to respond to long-standing issues in how pay & remuneration has been managed across many sectors. Many organisations’ pay structures have become inconsistent, and consequently, it has been difficult for organisations to identify anomalies in their pay structures.
Another issue many organisations face is their approach to how roles or positions are graded or positioned within the organisational structure.As a result, pay rationale often varies by location, manager, department and other practices.
The retention of key players has also played a role in terms of internal influences on reward decisions in recent years. These decisions have been shaped by external pressures such as the economic landscape, skill shortages & industry-specific trends have all resulted in a reactive, market-driven adjustment to pay, outside of normal pay structures.
Preparation is key
Now is the time to accelerate and position your organisation to ensure that it is fully compliant by June. Proactive planning will reduce the risk of noncompliance, strengthen pay government and ensure you are taking meaningful measures to improve workplace equality.
If you require further support or advice relating to HR, please do not hesitate to contact us at hrsolutions@nfpireland.ie / (066) 7102887.
For more information visit https://nfpireland.ie ■
The talent you can’t replace
Nikki Murran discusses why fresh food roles are the new gold dust
Walk into any well-performing supermarket and you’ll see it straight away
The queue at the deli. The theatre at the butcher counter. The smell of fresh bread pulling customers across the shop floor.
Fresh food isn’t just part of the offer anymore. It is the offer.
And yet, behind the scenes, there’s a growing problem that many retailers are only now starting to fully feel… the talent behind those counters is becoming harder and harder to find
The candidates everyone wants… and few can find candidates for
Over the past 24 months, we’ve seen a clear shift in hiring demand. Butchers, bakers, deli managers, and in-store chefs are now some of the most requested roles across the grocery sector.
The challenge? The talent pool hasn’t grown with that demand
In fact, in many cases, it’s shrinking. Fewer young people are entering traditional trades like butchery and bakery
Experienced professionals are being pulled between retailers, some are leaving the industry entirely for roles with more predictable hours
The result is a very simple supply and demand issue. More jobs. Fewer qualified people And increasing pressure on stores trying to maintain standards.
When one person makes all the difference
We often talk about“headcount” in retail, but fresh food roles don’t behave like standard hires.
A strong shop floor assistant is important. A great butcher or deli manager is transformational.
They:
• Drive sales through product knowledge and upselling
• Maintain standards that directly impact margin and waste
• Build relationships with regular customers
• Bring energy and personality to the store
Take that person out of the business, and the impact is immediate. Standards slip Sales dip. The customer experience changes overnight.
The cost of getting it wrong
There’s a tendency to treat fresh food hiring like any other vacancy. Advertise, interview, fill the gap.
But the reality is, a poor hire in these roles’ costs far more than a temporary vacancy.
• Waste increases due to poor prep and stock management
• Sales drop when counters lose their appeal
• Existing team members become stretched, leading to burnout
• Customers notice and they don’t always come back – most fresh food products are trust items – customers don’t forgive in these sections!!
In many cases, retailers would be better off waiting for the right person than rushing to fill the role quickly.
Pay is rising… but is it enough?
We’re seeing salaries for fresh food roles increase steadily, and in many cases, they’re now commanding a premium over other in-store positions.
But salary alone isn’t solving the problem The candidates we speak to are also looking for:
Retailers who recognise this are gaining an edge. Those who don’t are finding themselves back at square one every few months.
So, what can retailers do?
There’s no quick fix, but there are a few practical steps that are making a real difference:
1. Invest in developing talent internally
Some of the best hires we see come from within.Training up junior staff into specialist roles is no longer a“nice to have”. It’s becoming essential.
2. Protect your top performers
If you have a strong butcher or deli manager, you need to know it and reward it or someone else on the market will.
3. Rethink the role itself
Can hours be structured better? Can weekends be rotated more fairly?
Small changes can make roles far more attractive
4. Move quickly when you find the right person
Good candidates don’t stay on the market for long. Delays in decisionmaking are costing retailers talent.
Final thought
Stores can invest in refits, layouts, and technology. All important. All visible.
But the real differentiator still stands behind the counter.
You can refurbish a store in a matter of weeks. Replacing a great fresh food specialist? That can take months… and sometimes longer.
The retailers who understand that, and act on it, are the ones who will continue to stand out in an increasingly competitive market. ■
Paul Lynch spoke to ShelfLife about building MACE Athgarvan from scratch, with a strong focus on fresh, community, and growth
Fresh focus pays off
Six months into trading, Paul Lynch is already seeing strong momentum at MACE
Athgarvan, Co Kildare. Built from the ground up in a growing commuter village, the new store reflects a clear strategy centred on fresh food, flexibility, and deep community ties
Located in a modern apartment complex with ample parking and a footprint of approximately 225 square metres, the store is part of a fast-developing area between Newbridge and Kilcullen For Lynch, the opportunity to create something new from a blank canvas has been key to its early success.
Building from scratch
Unlike many convenience outlets, MACE Athgarvan wasn’t a refurbishment or takeover; it was a completely new build. While there had been a retail presence in the area decades ago, this iteration has been designed to meet the needs of a modern, growing population.
“A brand-new store gave us the chance to focus on what we believe really drives footfall,” Lynch explains.“From day one, the emphasis was on fresh.”
That focus is evident throughout the store, from an extensive For Food’s Sake deli offering to in-store bakery products supplied fresh each morning from Lynch’s own bakery. Pastries, breads, and sweet
treats are central to the proposition, alongside a strong range of ready-to-go meals and fresh meats.
A growing community hub
Athgarvan itself is evolving rapidly. With new housing developments and a strong local infrastructure, including schools and sports clubs, the area is becoming an increasingly popular commuter base.
Positioned close to the Curragh, the store benefits from both local and passing trade, particularly during busier periods and weekends. Lynch highlights the importance of understanding the local demographic and responding accordingly.
“There’s a real sense of community here,” he says “From GAA and rugby clubs to pitch and putt, there’s constant activity, and we want to be part of that.”
The business has already embedded itself locally, supporting a range of clubs and organisations,
“There’s no point offering value if the quality isn’t there to back it up.”
including Athgarvan GAA, Newbridge Rugby Club, and local pitch-and-putt initiatives Blood Bikes Leinster also benefited from a MACE Community Grant recently
Early growth and summer potential
Despite being open for just six months, the store is already seeing consistent week-on-week growth Lynch attributes this to increasing awareness and the strength of the overall offer
“People are discovering what we have, from the parking to the fresh range, and that’s driving repeat business,” he notes.
Looking ahead, the summer months are expected to bring further uplift, particularly across seasonal categories such as ice cream, barbecue products, and off-licence sales. The store’s proximity to the Curragh is also likely to drive additional footfall during warmer weather.
Team and culture
Staffing has been another key factor in the store’s early success. The business employs a mix of full-time team members and part-time staff, including students, all drawn from the local area
Lynch is quick to credit his team for helping to
MACE Athgarvan For Food’s Sake deli
Superb range in-store Dairy selection
(L-R) Paul and Thomas Lynch, owners, MACE Athgarvan
establish the store’s reputation.
Creating a positive working environment has been a priority, with a strong emphasis on flexibility and mutual support.
Standing out by adapting
In a competitive convenience market, differentiation is critical. For MACE Athgarvan, that comes down to one core pillar: fresh.
From bakery items and deli offerings to an extensive off-licence and evening meal solutions, the store is designed to cater to a wide range of missions, from breakfast and lunch to dinner and social occasions.
“We’re always willing to adapt,” Lynch says “If a product is working or a customer asks for something, we’ll look at it That flexibility is a big advantage.”
This approach extends to product sourcing, with a strong emphasis on local suppliers where possible, particularly across bakery and fresh categories
Support and independence
While independently operated, the store benefits from support through the MACE network, including guidance from its retail operations advisor, fresh food advisors and the marketing teams.
Lynch highlights the value of this support, particularly during the setup phase, while maintaining that independence remains a key strength
“The backing is there when you need it,” he says, “but you still have the freedom to tailor the store to your customers.”
Navigating cost pressures
Like all retailers, MACE Athgarvan is operating in a challenging cost environment Rising energy prices and supplier increases continue to put pressure on margins.
Lynch is candid about the impact:“Costs are rising across the board - energy, transport, everything.”
However, the strategy is clear: absorb as much as possible while continuing to offer value.
Through regular promotions, meal deals, and
“Their knowledge, attitude, and willingness to help have made a huge difference from day one.”
loyalty offers - including coffee promotions and deli bundles - the store aims to strike a balance between affordability and quality.
“We’re trying to stay competitive without compromising on what we offer,” he explains.
A family business
Retail is in the Lynch family’s DNA. Paul operates the business alongside his brothers, Martin and Thomas, continuing a legacy that spans generations.
Having grown up in retail, Lynch brings both experience and long-term perspective to the role, with an eye already on the future.
“It’s something we’ve always been involved in,” he says “And hopefully the next generation will be too. ”
Future growth
With a strong start behind it, MACE Athgarvan is firmly focused on building momentum. Continued investment in fresh, community engagement, and customer experience will remain central to the strategy
As the local area continues to grow, Lynch is confident the store is well-positioned to grow alongside it.
“We’re looking forward to the summer and hoping for continued weekly growth,” he says ■
Bewley’s coffee station
Lynch’s bakery selection
How Midlands Flavours is putting the heart of Ireland on the food map
The Midlands Flavours brand was launched a year ago to bring a dedicated brand to a network of food and drink producers who have been coming together across Laois, Longford, Offaly and Westmeath. Midlands Flavours was established with one key aim: to join the dots. The Midlands has a long history of food and drink produce and is home to some of Ireland’s best known food brands. Across the region, there were talented producers working often in isolation - crafting exceptional products, navigating the same challenges, eyeing the same opportunities - with no unifying force to bring them together A year on, that’s changing.
The Midlands Flavours network of close to 120 food and drink producers are promoting indigenous consumption, exports, and visitor engagement through the rich culinary heritage of the region.
The Midlands Flavours network brings together food and drink producers across counties Laois, Longford, Offaly and Westmeath. The Midland Flavours brand, which seeks to give a shared identity and story to the food and drink produce of the region, was officially launched last year at an event in The Old Warehouse in Tullamore by John McKenna of McKenna’s Guides.
Midlands Flavours is about celebrating the people, the land, and the rich diversity of produce that defines the region. The network is as diverse as the Midlands itself, bringing together flour millers, distillers, organic farmers, meat producers, bakers, chocolatiers, and more. Midlands Flavours champions the heritage, innovation, and dedication of the region’s producers, sharing their stories, connecting them to a wider audience, and
There’s something quietly remarkable happening in the Irish Midlands. Away from the coastal producers who tend to dominate food tourism narratives and the urban artisan scenes that attract most of the column inches, a network of food and drink producers is building something with real staying power - and it just marked its first anniversary
celebrating the bounty of the Midlands region.
At the heart of Midlands Flavours is the varied landscape of the Midlands region, from the rolling pastures in the south of the region, to the Shannon callows, the lakes and peatlands, the produce of the Midlands is as diverse as the land itself
The region has a strong heritage in food and drink production, with a proud history in grain leading to milling and distilling being at the heart of Midlands produce for centuries. Today, these industries continue to play a strong part in the region’s food story, with names such as Tullamore DEW, Kilbeggan Whiskey and Pat the Baker among the regions most well-known brands, along with Carroll’s of Tullamore, Rudd’s, Kilbeggan Oats, G’s Gourmet Jams and Glenisk.
The unspoiled and varied landscape of the region has meant however that the land has been less intensively farmed than other Irish regions, and this has played a part in the region being a leader in Organic produce, with a significant number of producers in the network being organic-certified and many more on the path to certification.
Vibrancy in the Midlands food scene is also being driven by a surge in artisanal producers who are committed to local, ethical, and sustainable practices. These small businesses are revitalising communities through vibrant farmer’s markets, award-winning products, and unique culinary experiences. The region offers producers right across the food and drink
sector, including meats, cheeses, milk and cream, oats, chocolates, spirits and liqueurs, beers, soft drinks, honey, coffee, oils, spices, fruits and vegetables, jams and preserves, mushrooms, breads and pastries, sauces, biscuits, porridge, granola, flours, sweets, nuts, and even into upcycled grains, biltong, hemp and foraged foods.
Events that make an impact
One of the most visible ways Midlands Flavours has made its presence felt is through events - both those it has hosted and those it has brought its producers to
(L-R) Bernie Everard Midlands Flavours, Evelyn Reddin former Head Laois Local Enterprise Office, Orla Martin Head Local Enterprise Office Offaly, John McKenna McKenna Guide
Over the course of the last year, Midlands Flavours has come to life at events across the country, bringing the food and drink of the region to consumers and trade alike. The most ambitious was the Midlands Flavours marquee at the National Ploughing Championships, which highlighted many of the region’s producers to an audience of thousands at one of Ireland’s biggest events. Chefs Gary O’Hanlon and Yvonne Carty hosted packed demos featuring the best of local food and drink, with the tent named one of the years’ must-see marquees by the Farmer’s Journal.
Midlands Flavours stands at annual showcases such as Catex, Gifted, Irish Food Trade Connects and others gave regional producers a regional umbrella brand to exhibit under, bringing a collective strength for exhibitors which would have been difficult to replicate alone
The network also hosts regular networking events and seminars across the region, bringing together buyers, branding experts and other speakers to support the work of producers and provide opportunities for growth. These networking events are also seeing producers develop their own collaborations and partnerships, further strengthening the regional food ecosystem and forming stronger business relationships across the region.
Award-winning producers
At the heart of the Midlands Flavours network is a dedication to quality and taste The producers of the Midlands continue to win more and more awards, highlighting the high standards of the region’s produce. At the 2025 Blas na hÉireann awards, the region took home 54 medals and awards, including the Supreme Champion Award for Tullamore’s Bon Chocolatiers. It was a similar story at the Great Taste Awards, with regional producers taking home 35 awards, including two coveted 3 Star awards.
Food and drink strategy
The work of Midlands Flavours is a result of the Midlands Food and Drink Strategy, chaired by Vincent Cleary of Glenisk. Its steering committee comprises representatives from industry, government and academia who have created a strategy driven three key pillars –vision, mission and purpose The vision is for
the Midlands to be the most sustainable regional food and drink ecosystem on the island, meeting 2050 net zero targets by 2030 The mission is to develop a unified movement to develop the sustainability, quality, visibility, pride and economic impact of Midlands Food and Drinks. The purpose of the strategy is to promote indigenous consumption, exports, and visitor engagement through education, marketing, business support and continuous improvement.
The Midlands Food and Drink Directory (www.midlandsireland.ie/taste) brings together over 120 businesses from across the region,
making it one of Irelands largest regional food directories. As well as categorising producers into various segments, including bakeries, organics, beverages, dairy, meats, preserves, confectionery, and prepared foods, the directory also offers information on farmers markets, catering services, and cookery training.
It lists contact details and key stockists as well as highlighting producers that are open to the public, offering food experiences and direct sales from farm shops. The Midlands boasts established visitor experiences including distillery tours, brewery visits, and a thriving farmers market scene across key towns and villages, positioning the region as a premier destination for food enthusiasts and tourists alike.
About midlands flavours
Midlands Flavours and Midlands Ireland are joint initiatives from the local authorities of Laois, Longford, Offaly and Westmeath. The project is an action of the Midlands Regional Enterprise Plan Pathway to Transition Program, co-funded by the Government of Ireland and the European Union under the EU Just Transition Fund 2021-2027
Midlands Food and Drink Directory launch
Barbavilla Dairy Dead Centre Brewing tasting
Feighery’s Farm
Magico Bakery
Nearby celebrating five years
This April Nearby celebrates a milestone achievement of five years of business within the retail industry. ShelfLife reports
From launching the brand back in April 2021, the brand has flourished across the island of Ireland with over 165+ stores. The Nearby symbol represents a brand that is the pillar of the community, becoming a trusted convenience brand, connecting retailers with their communities emphasising their strapline of ‘Never too Far from Home’.
The Nearby brand continues to look ahead and deliver excellence to their retailers, focusing on the flexible independent model that allows their stores to feel supported and heard whilst giving them the freedom to run their store in a way that is best suited for them and their community Nearby brand’s, retailer’s first approach shows dedication and commitment to their customers, through innovation and constantly keeping on top of the latest trends and challenges within the FMCG industry With the help and support from their award-winning teams from Nearby’s parent company S&W Wholesale along with a fresh and modern brand, Nearby focuses on investing in their retailers through value and trust.
Nearby ‘For the moments that matter’
Over the past five years the Nearby stores have been at the forefront of their communities, building meaningful partnerships with customers and local suppliers. The Nearby brand represents more than just a store, it acts as a hub for their community, offering friendship and familiarity and the brand
recognises this and gives back to their local communities by supporting community fun days, and giving back to charities through their ‘Local Legends’ campaign.
The Nearby brand’s 5th Birthday campaign ‘Here for the Moments That Matter’ celebrates the passion and commitment of Nearby stores as the heart of community retail. It shines a light on the meaningful relationships built every day, connections that go far beyond transactions, recognising the dedication retailers show to both their store and customers.
Nearby: A trusted convenience brand
The Nearby brand has grown from strength to strength, and this is evident through their continuous growth throughout the past five years, from celebrating their 150th store in Oola Co Limerick in 2023, launching a brandfirst TV ad in December 2025 through their ‘Did You Getter’s campaign with ‘The Empty Chair’, to now celebrating a milestone in 2026. With the current rate of inflation and economic pressures the growth of the brand
Nearby Mountview, Mountview Shopping Complex
Nearby celebrates an ‘Easter Dash’ in Nearby Oldcastle with Shannonside Radio and the local Community
instils confidence in their retailers through the independent model, showcasing that real value can reach the shelves of every Nearby store. This model gives retailers a fresh and modern brand with no membership, marketing or advertising fees. It allows retailers to run their store, their way with no long-term contracts, backed with the expert support of an awardwinning team. Along with being a part of the Nearby brand, retailers benefit from one of Ireland’s most trusted wholesalers – S&W Wholesale
Strong partnerships
Behind the scenes, the strength of Nearby is underpinned by the scale and capability of S&W, the brand’s wholesale partner and parent company. Through this relationship, stores benefit from competitive pricing, access to an extensive and relevant product range, and the kind of operational support that allows them to compete in an ever-challenging market.
Nearby Retailers gain direct access to competitive pricing, 17 impactful promotions per year, and a wide product range of over 9,000 lines, all backed by a long-term investment in infrastructure. That investment is now entering an exciting new chapter with the development of a state-of-the-art 180,000 sq. ft. distribution hub, located just off the A1 at Chancellors Road, Newry The new facility will almost double current capacity, bringing ambient, chilled, fresh, and frozen goods under one roof, and delivering enhanced service levels and efficiencies across the island of Ireland.
This move marks a significant milestone, one that signals S&W’s deep, ongoing commitment to growth and independent retailing. Increased capacity, improved logistics, and strengthened distribution capabilities will help future-proof supply, support a broader product range, and ensure smoother, more reliable service throughout the network. For retailers, it means more availability, greater confidence, and the reassurance that the supply chain supporting them is built to scale alongside their own store and ambitions.
Continued success and growth
Nearby continues to grow in strength with 165+ stores across the island of Ireland. Through celebrating their 5th Birthday, the brand looks at how far they have come over the past five years. From helping celebrate local events and milestones with our retailers, execution of campaigns for both the Nearby retailers and their customers and giving back to local communities the Nearby brand is constantly evolving whilst keeping community at the root of everything they do
Looking ahead for the future of the Nearby brand, they are constantly thinking of new and innovative ways to help support and drive the brand forward and support their retailers, Jason McSteen, Nearby Ireland sales manager, states: “With the FMCG industry being so fast paced and the evolving way of how customers shop, it is important that we keep our retailers informed of the latest shopping habits, trends and NPD The introduction of WhatsApp Business and our investment in our Retailer Hub is helping us achieve this.”
In a further move to support innovation from the Nearby brand was in forming the Nearby Steering Group, McSteen explains: “The establishment of the Nearby Steering Group represents a significant asset to the brand, allowing us to evaluate successes, identify opportunities, and drive continuous innovation. With representation from every department across the business, the group reflects Nearby’s strong commitment to collaboration and partnership - ensuring the brand continues to deliver even more for retailers and their customers.”
Looking ahead with Nearby
As the brand continues to expand, Nearby remains firmly committed to its core pillars: community, customer, innovations and partnerships. This is reinforced through the
seamless integration of its wholesale operations with a focused retail strategy that empowers their Nearby retailers to deliver exceptional customer experiences while fostering strong local connections through everyday life.
With forward-thinking innovation and deep industry expertise, Nearby is strategically positioned within the Irish retail landscape to help the brand and its retailers continue to pave the way for each other through a strong brand and retailer partnership championed through 165+ stores across the island of Ireland.
Join the Nearby family so you can focus on what matters the most, serving your local community and delivering real value the way you want to – with the strength of an awardwinning brand and expert team behind you. ■
Sharon Leavy with members of the local community celebrating Nearby’s ‘Did You Getters?’ event at store
Nearby Did You Getters ‘The Empty Chair’ filming on set
Turning Everyday Moments into Sales: McVitie’s Latest Campaign Unpacked
Barry Cogavin, Head of Ireland at pladis, outlines how McVitie’s latest campaign is designed to drive meaningful consumer moments while delivering impact for retailers.
Q: McVitie’s has long been associated with sharing and connection. What inspired the new ‘McVitie’s Moments’ campaign?
A: We have launched the new McVitie’s Moments nationwide campaign to celebrate the meaningful moments that bring people together, where our biscuits are at the centre of those everyday connections.
We’re going to spotlight and celebrate the real, meaningful moments where people connect, with McVitie’s biscuits right at the heart of each one And what makes a McVitie’s Moment? Togetherness, with strong hints of cultural nuances.
Q: The campaign focuses on those unplanned moments, why are these everyday occasions such an important consumption moment for the biscuit category?
A: McVitie’s plays a meaningful role in moments of connection between people These moments are familiar and wonderfully everyday - the kind of moments that happen when people relax into each other’s company over a cup of tea or coffee and with a biscuit, outside the traditional “tea break” moment.
Q: The prizes include access to over 35,000 events through partners, how does linking McVitie’s to memorable experiences help create excitement around the brand at store level?
A: We have our biggest-ever on-pack promotion running from 22 April to 30 June Shoppers simply buy a packet of their favourite McVitie’s biscuits and scan the QR code to be in with a 1 in 5 chance to win 10m free packs or over 200 opportunities to win See Tickets events, highlights unique McVitie’s Moments.
We will have unmissable branded FSDUs with extra headers, POS and barkers, branded dump bins and pallet displays, aisle fins and mega displays
Q: What kind of media activity can retailers expect to see in market over the coming months?
A: We have an exciting Above the Line
activation plan running from 20 April until 17 May, which will include proximity to offices, commutes, roadside and train stations, and the content will be dynamic. With this campaign we are cementing our category leadership with high-impact digital OOH sites like the DX screens and Digital 48 sheets where it's more important to prioritise the contextual relevance that we're trying to achieve by tapping into digital OOH sites. These will be in the Tara Street and Connolly train station galleries.
We also have radio slots on Newstalk, Media Central, Today FM and AudioXi, and an engaging social media plan running across Facebook, Instagram and TikTok, targeting 25-64-year-old audiences. Meanwhile our dynamic ads – adpause and landing pages –will be on Virgin Media and Channel 4. News site Joe.ie will integrate a comedy sketch around “moments that truly matter”, and
there’s vox pop content – “What’s your McVitie’s Moment?” – encouraging people to share a McVitie’s Moment with someone they care about.
Q: From a retailer perspective, what impact do you expect the campaign to have in terms of category growth and how can retailers increase sales during the promotional period?
A: A full contact approach, linking the out of home, radio and social, and bringing the same uniformity into stores means the campaign will resonate through to point of purchase Through big in-store activations that interrupt the shopper journey, retailers can capitalise on converting campaign awareness into sales in store. And because biscuits is one of the most expandable and highest frequency categories, shoppers will keep coming back for more. ■
Retailing in a competitive landscape
For Shane Rushe, retail is more than a business; it’s a lifelong connection rooted in family, experience and continuous evolution. At Centra Kilmacud, that journey spans decades, from a small neighbourhood shop to a fully modernised convenience store operating in one of Dublin’s most competitive retail environments.
A family legacy
The story of the store begins in 1989, when Rushe’s parents opened a Centra outlet in Stillorgan in a modest 1,000 sq ft unit. Just a few years later, in 1995, the business relocated to its current, significantly larger premises, a 5,000 sq ft store that marked a major step forward.
That move also coincided with Rushe’s own introduction to retail
Over the years, the business has undergone regular revamps, but its most significant transformation came recently, with a major investment completed last year The scale of the upgrade was extensive, effectively rebuilding the store from the inside out.
“The only thing that remains from the original store is the four external walls,” Rushe notes, highlighting the level of commitment behind the redevelopment
Serving a diverse community
Located in Stillorgan, the store benefits from a highly varied customer base. Positioned on a busy road, it captures strong passing trade, particularly for its deli offering, while also serving a well-established residential community.
A nearby primary school brings a steady flow of families, supporting top-up grocery and fresh food sales, while older residents in the area rely on the store for regular, day-to-day shopping.
“We have a great mix of customers,” Rushe explains. “From young families to retirees, it’s a real cross-section of the community.”
Ryan Brennan spoke to Shane Rushe, retailer, Centra Kilmacud, about long-term investment, competition, and delivering value
This diversity shapes both the product range and the overall approach to retailing, requiring flexibility and consistency in equal measure.
Investing for the long term
The recent store revamp represents a significant longterm investment, designed not just to improve the current offer but to future-proof the business for the next decade.
While early performance has been positive, Rushe is clear that the real benefits will be realised over time
“The store is performing well, above initial expectations,” he says “But we have a lot of work still to do to drive it to where we want it to be.”
The scale of the redevelopment reflects a strategic
view of retail, where major investments are made with a 10–15 year horizon in mind For Rushe, the focus now is on building sustained growth to match that ambition.
Team structure and leadership
Centra Kilmacud currently employs 25 staff, split roughly evenly between full-time and part-time roles.
As part of a wider family-run group of stores, Rushe takes a hands-on but strategic approach to management
Rather than being present every day, he works closely with the in-store management team, setting clear goals and giving them the autonomy to deliver.
This balance between oversight and empowerment is central to maintaining standards while allowing the
Rushe’s Centra Kilmacud deli counter and staff: Blessing and Sandra
The store’s interior
(L-R) Sanaullah Ashique, store manager, Shane Rushe, owner and Fergal Tobin, assistant manager, Rushe’s Centra Kilmacud
“My first day working for my mam and dad was actually working in the store the day we launched.”
team to respond quickly to day-to-day challenges.
Standing out in a crowded market
Competition in the area is intense. Within a 2km radius, the store faces not only major supermarket chains but also independent retailers, specialist food shops, cafés, bakeries and takeaways, all competing for the same share of consumer spend.
In such an environment, differentiation is essential
Rushe believes the store’s strength lies in a combination of customer service, quality and the enhanced look and feel following the revamp A key part of this is the strong focus on exclusive ranges available through the Centra brand, including Centra own-label products, Frank and Honest coffee, Clean Cut Meals, Donnybrook Fair and an extensive dinners range, including the new Easy Meals range developed with clean eating in mind.
Rushe says the store has been specifically designed to highlight these ranges and meet evolving shopper needs.
“We have invested and designed fixtures to showcase these exclusive ranges as we believe they fit perfectly with our different shopper missions throughout the day, he explains.
However, one factor still stands out above all: “We are‘always on’.”
Open from 6 am to 10 pm, seven days a week, the store is positioned as a reliable, consistent option for customers at any time of day.
The role of brand support
Operating under the Centra banner, the store benefits from strong backing from Musgrave Group, which Rushe describes as a true partner in the business.
“Our business is as important to them as it is to us,” he says, highlighting the collaborative nature of the relationship
He also credits the on-the-ground support team for helping to deliver the vision for the store, particularly during the recent redevelopment.
Delivering value in a costconscious market
In the current economic climate, value has become more important than ever For Centra Kilmacud, this means balancing competitive pricing with quality and convenience
Rushe is clear that value goes beyond price alone
“Customers value their time,” he explains.“If they come in for something and we don’t have it, that’s the cardinal sin.”
This perspective reflects a broader understanding of modern consumer expectations, where availability, speed and ease of shopping are just as important as cost
The store’s customer base, including retirees on fixed incomes and tradespeople facing rising fuel costs, makes delivering relevant value a constant priority
Navigating rising costs
Like all retailers, the business is feeling the impact of rising operational costs, particularly in energy and staffing
“Profitability has certainly been hit,” Rushe admits. While efforts have been made to mitigate these pressures, there are limits to what can be absorbed without passing costs on This creates an additional
challenge in managing customer expectations, particularly as shoppers become more sensitive to price increases.
“People are getting frustrated at the level and regularity of price increases,” he says “We’re on the coal face, so we feel that directly.”
Future endeavours
With a newly revamped store, a strong team and a clear strategy, Centra Kilmacud is well-positioned for the future However, Rushe remains focused on the long game
The investment made in the business is designed to deliver returns over the next decade, and the priority now is to build steadily towards that goal.
In a highly competitive market, success will depend on maintaining standards, adapting to customer needs, and continuing to deliver value, not just in price, but in every aspect of the shopping experience
For Rushe, it’s a challenge he knows well, and one he’s been preparing for since his very first day on the shop floor ■
“My job is to support the team to achieve those goals.”
Frank and Honest in-store
Centra’s Dinner Made Easy range
Produce and deli options
(L-R) Sanaullah Ashique, store manager, Shane Rushe, owner and Fergal Tobin, assistant manager, Rushes’s Centra Kilmacud
Dunnes maintains lead position as Irelands top grocer
More trips, smaller baskets: Irish grocery sales rise 5.2% in month of celebrations
Dunnes Stores maintains the lead position with 24.3% grocery market value share in the latest 12 weeks up 4.9% in value growth, the latest data from Worldpanel by Numerator shows
Dunnes welcomed an influx of new shoppers which contributed an additional €11.5 million to their overall performance.
Tesco posted strong growth this period, with value sales up by 7.3% and value share reaching 23.6%. The recruitment of new shoppers contributed growth of €38 million to value sales.
SuperValu’s value share stood at 19.3%, which is up 0.2% in value growth versus last year, with increased packs per trip and new shoppers combining to contribute almost €15 million in value growth, the research shows
Aldi’s holds an 11.1% share up 0.3% in value growth versus last year, with an increase in footfall adding €12.3 million in value sales over the period.
Lidl grew its market share to 14.3% up from 13.6% in the previous period, an increase of 0.7 percentage points. The retailer posted double-digit growth for the fourth consecutive period, with value growth of 11.7%. Lidl’s growth is driven by an influx of new shoppers to store alongside existing shoppers picking up more volume per trip this contributed a combined €27.9 million to their overall performance.
Take-home grocery sales
Take-home grocery sales in Ireland increased by 5.2% in the four weeks to 22 March 2026 compared with the same period last year, according to the latest data from Worldpanel by Numerator
While Irish consumers shopped less in store (-2.6% year on year), packs per trip
An update on inflation
grew by 1.3% over the four weeks, as shoppers stocked up for a busy month of celebrations, with St Patrick’s Day and Mother’s Day taking place in March alongside preparations for Easter.
Trip frequency over the 12 weeks rose by 1.1%, but the volume of packs sold continued to decline by 2.7%, a downward trend observed every month since June 2025.
Commenting on the latest figures, Emer Healy, business development director, Worldpanel by Numerator, said: “As the conflict in the Middle East continues to influence global fuel prices, attention is increasingly turning to how these pressures will affect household budgets.
“Grocery inflation remains high, and shoppers may now face additional price increases in the months ahead. Historically, during periods of rapid inflation, shoppers have adapted by making practical changes, such as opting for lower priced alternatives, buying slightly less or seeking out promotions, and we can expect to see shoppers making these changes in the months ahead.”
With sales on promotion down 16% year on year, shoppers have fewer opportunities to manage costs through deals, contributing to smaller basket sizes overall.
Healy added: “Our latest Pressure Group
analysis reveals that 26% of Irish shoppers now describe themselves as financially struggling.”
“Understanding how shoppers respond to growing economic pressure will be crucial for Ireland’s retailers over the coming months. While the situation is fast evolving, causing uncertainty for retailers and consumers alike, we’re monitoring the data closely to identify emerging shopper behaviours and provide clear guidance as the situation evolves.”
Own label versus brands
The value share of own label products increased over the past 12 weeks, with the category now holding 46.5% of the market, up nearly two percentage points on last month alone, while Irish shoppers have spent nearly an additional €76 million on these ranges year on year
Premium own label continues to perform strongly, with spending up nearly 12% year on year, as shoppers continue to look for ways to indulge during the course of the festivities over March. Brands similarly continued to grow in both value (+4.3%) and volume terms, albeit at a slower pace than own label.
Easter and Mother’s Day
More than 12% of Irish households picked up hot cross buns over the month of March, spending an additional €498,000 on the festive treats year on year Nearly half of Irish household’s also picked up an Easter egg in the run-up to the bank holiday weekend.
With Easter eggs appearing on shelves earlier each year, shoppers were quick to indulge Unit sales were up 45% year on year, with nearly half of Irish households buying Easter eggs during the month of March, which is up by more than 11 percentage points versus the same time last year
*This figure is based on over 30,000 identical products compared year-on-year in the proportions purchased by Irish shoppers and therefore represents the most authoritative figure currently available It is a ‘pure’ inflation measure in that shopping behaviour is held constant between the two comparison periods – shoppers are likely to achieve a lower personal inflation rate if they trade down or seek out more offers.
Celebrations extended beyond Easter, with Mother’s Day driving an additional €2.3 million in boxed chocolate sales compared with last year Combined spending on frozen desserts, ice cream, savoury snacks and alcohol rose by an additional €10.7 million year on year, as shoppers sought to mark the occasion at home ■
COMING SOON
*Puff count is amaximum estimateof1second puffs per pod based on lab testing of newly manufactured products Actual number of puffs mayvary dependingonindividual usage and flavour
I’m excited to represent such a dynamic and innovative sector that is focused on the quality and heritage of its brands, driven by the passion and commitment of colleagues right across the industry.
Claire Tolan, MD of Irish Distillers, has been elected chair of Drinks Ireland for two years. She talks to DrinksIndustryIreland’seditor Fionnuala Carolan about her career, industry challenges, and the importance of protecting Ireland’s drinks sector
When ClaireTolan steps into the role of chair of Drinks Ireland,she does so with more than 25 years of experience in the drinks sector and a career that has taken her from San Francisco to senior leadership within one of Ireland’s most iconic drinks companies.
Tolan,managing director of Irish Distillers,part of Pernod Ricard,succeeds Pat Rigney,founder of The Shed Distillery in Co Leitrim,who served three years in the role Irish Distillers produces some of the world’s most recognised whiskeys,including Jameson IrishWhiskey,and distributes the Pernod Ricard portfolio across the island of Ireland.In her day-to-day role,Tolan oversees the sales,marketing and distribution of a range of premium spirits brands,along with well-known ready-to-drink products such asWest Coast Cooler.
Now,as she begins her tenure representing the wider industry,she says she feels both honoured and energised by the opportunity
“I am delighted and honoured to be stepping into the role as chair of Drinks Ireland and would firstly like to thank Pat Rigney for the work he has done throughout his term,”she says “I’m excited to represent such a dynamic and innovative sector that is focused on the quality and heritage of its brands, driven by the passion and commitment of colleagues right across the industry.”
However,she acknowledges that the role comes at a particularly complex time for drinks producers and suppliers.
“The last two years have been extremely challenging for the drinks sector,” she says “In particular,we’ve seen the introduction of tariffs in some markets and an increasing regulatory burden on drinks manufacturers and suppliers.”
Despite those pressures,Tolan believes Ireland’s drinks sector continues to demonstrate remarkable resilience.
“Ireland’s drinks industry plays a vital role in both our economy and our
Claire Tolan, MD Irish Distillers and chair of Drinks Ireland
society,”she says “It sustains employment across the country,drives export success and showcases Irish excellence internationally.The industry has consistently shown its resilience,adapting to changing market conditions, investing in innovation and responding to evolving consumer expectations.
She believes the sector’s ability to evolve while maintaining high standards of quality and responsibility has been central to its global reputation.
“By building on these shared strengths,embracing evolving consumer trends and continuing to invest in quality and innovation,we can ensure the long-term success and global reputation of Ireland’s drinks industry.”
Representing the sector
Looking ahead
Despite the uncertainties facing the sector,from tariffs to regulatory change,Tolan is optimistic about the future
Premiumisation will remain a major driver,she believes,along with innovation in categories like RTDs and cocktails.
“There’s still enormous interest in premium whiskeys,”she says “We recently launched a new Midleton release and there was a queue around the corner at the CelticWhiskey Shop.”
Innovation also continues to attract new consumers,including women who may previously have felt whiskey wasn’t for them
As chair of Drinks Ireland,Tolan says her priority is to ensure policymakers fully understand the scale and importance of the industry
“A big part of the role is having conversations with politicians and helping them understand what’s happening in the sector,”she says That includes explaining how the industry supports jobs and communities throughout Ireland.
“This is an industry that provides employment across rural and urban Ireland.From grain growers to tourism operators and hospitality workers, the impact is enormous. ”
Tolan says she is particularly keen to represent the full diversity of the sector
“I’m proud to represent not only the larger brands but also the smaller producers,”she says.“It’s a vibrant industry and it’s one people genuinely care about.”
“Cocktails like a whiskey sour or a Jameson IrishWhiskey with ginger and lime are very approachable,”she says “Once people try them they realise how versatile whiskey can be.”
As she begins her tenure as chair,Tolan says she is looking forward to working with colleagues across the industry to ensure its continued success.
“It’s an industry I genuinely love,”she says “The people are passionate,collaborative and proud of what they do.My goal is to represent them well and ensure the sector continues to thrive both at home and internationally.”
CORPORATE HOSPITALITY PACKAGES TO SUMMER’S FAVOURITE FESTIVALS
Enhancing brand presence
How brands and businesses are promoted, sold, and delivered is more important than ever.
SDonna Ahern reports
ales, marketing, and distribution companies help retailers overcome challenges in expanding their customer base, driving sales, and enhancing brand presence. These agencies offer tailored strategies and essential services for producers, suppliers, and retailers. If your brand needs a fresh perspective, a new approach could be the solution.
Ireland’s consumer market plays a vital role in supporting jobs, local businesses, and
Address: 9, Abbey House, Clonee, Co Meath.
D15 FXC3
Phone: 01 885 0800
Email: partner@brmark.ie
Website: https://www.brmarketing.ie/
Social media: Linkedin: @br-marketing and Instagram: @br_healthcare
Full list of brands/brand partners
Food: Blue Dragon, Cholula, Croco, Del Monte, Frank’s RedHot, French’s, Golden
economic growth across the country How products are promoted, sold, and delivered is more important than ever, with strong retail relationships, effective marketing, and reliable distribution helping brands reach shoppers, stay competitive, and drive sustainable growth. For retail companies and brands looking to scale, partnering with a specialist agency can provide a significant competitive advantage These companies bring industry insight, established networks, and proven methods
that can accelerate growth and open new market opportunities. From refining your brand positioning to strengthening your routeto-market strategy, their expertise ensures your products not only reach the right audience but resonate with them. In an increasingly crowded marketplace, working with the right partner can help your brand stand out, adapt quickly to changing consumer demands, and build a stronger, more resilient presence for long-term success
Swan, Guarana, Kühne, Monini, Nielsen Massey, Patak’s, Pomì, Popz, Levi Roots, Le Conserve Della Nonna, Santa Maria, St Dalfour, Swizzels, Twinings.
Inspired by global food cultures and driven by a passion to share them with Ireland, William and Michael Rochford founded BR Marketing in 1983.
Their guiding principles were to:
• Provide long-term commitment to brand owners, to establish and develop their brands
• Add value to trade partners through
excellence in execution and customer service
• Educate Irish consumers about new and exciting cuisines
Over the past 43 years, BR Marketing has grown from a family start up to become one of Ireland’s leading importers and distributors across the Grocery, Foodservice, Convenience, and Healthcare sectors.
The principles on which its business was founded are still at its core
BR Marketing’s dedicated field sales team covers the entire country, supported by a strong and experienced sales, marketing, operations, and finance team.
It’s brands are known for their exceptional quality and taste, continuing to lead the market and remain firm favourites with Irish consumers.
Ampersand represents a diverse portfolio of leading global and Irish brands across confectionery, snacking, and lifestyle accessories. Key partners include Agio Cigars, Signature & Henri Wintermans Cigars, Ritmeester Cigars, Moods Cigars, OCB, Clipper Lighters, Swan, 77 Nicotine Pouches, Bob Snail Fruit Snacks, Cheese O’s, Cleeve’s Irish Confectionery, Sonas Sweets, and Vidal Confectionery – see website for full list.
Brand social media handles: Linkedin: ampersand-ireland, X: ampersand_ire
Full list of brands/brand partners
Company spotlight
Ampersand is one of Ireland’s most established distributors, with a heritage dating back to 1947 and a strong reputation for developing brands across the convenience and retail sector
The company is the largest supplier of cigars to the Irish market, spanning both machine-made and handmade cigars. Its portfolio includes some of the most recognised and trusted names in the category, supported by deep expertise and a clear focus on driving awareness and growth within this specialised segment.
Beyond cigars, Ampersand operates across a number of complementary categories including confectionery,
snacking, and tobacco accessories and Reduced Risk Products. Within confectionery, Cleeve’s Irish Confectionery stands as a cornerstone heritage brand, with strong consumer recognition and a nostalgic connection that continues to resonate with Irish shoppers today.
Alongside this, the business represents a curated mix of established international brands and distinctive, high-quality products, offering retailers a well-balanced and commercially relevant range
Across all categories, Ampersand combines extensive market expertise with
a highly effective route to market, offering access to a full network of retailers nationwide This is supported by a dedicated and experienced field sales team focused on driving distribution, maximising in-store presence, and delivering commercially effective solutions.
With a deep understanding of category dynamics and the Irish retail landscape, Ampersand continues to support brand partners in building sustainable, long-term growth.
SHS Sales & Marketing
Fact file
Address: Unit Q1, Aerodrome Business Park, Rathcoole, Co Dublin, Ireland
Phone: 00 353 (1) 401 6200
E-mail: info@shs-sales.ie
Website: www.shs-sales.ie
Commercial director: Stuart McCready –stuart.mccready@shs-sales.ie
Air Wick, bottlegreen, Brasso, Cillit Bang, Cricket Lighters, Crucials Sauces, Deep Heat, Deep Freeze, Lyons, Maguire & Paterson Matches, Marigold, Mars Cookies, Jammie Dodgers, Maryland Cookies, Meridian, Mr Sheen, Nerds, Organix Baby Food, Royal Edinburgh, Shloer, Silvo, Terry’s Chocolate Orange, Toffypops, Thompson’s Tea, Vileda, Viscount, Wagon Wheels, WKD, Zip Firelighters and Firelogs.
Brand social media handles: https://www.linkedin.com/company/shssales-marketing-ireland/
Elevating brands with SHS Sales & Marketing
SHS Sales & Marketing is one of Ireland’s leading sales and marketing companies, recognised for its market insight, commercial expertise and commitment to excellence. With a highly experienced team, SHS develops and executes innovative strategies, in-store activation and best-inclass merchandising solutions that drive growth for the brands it represents.
At the heart of SHS’s success is a peoplecentric culture built on collaboration and continuous learning, enabling strong relationships with brand owners and retail partners.
A key highlight over the past year has been the continued success of Meridian, which has officially become Ireland’s No.1 peanut butter brand1. Working in close partnership with Meridian, SHS Ireland has built a strong presence for the brand in the Irish market. Through best-in-class distribution, targeted promotional activity and strong commercial execution, Meridian has established itself as a category leader reinforcing SHS Ireland’s reputation as a trusted partner in building, distribution and commercial excellence.
customer relationships unlock growth which is diverse portfolio
SHS combines market expertise, cust relationships and tailored execution to growth and deliver meaningful results, is why it continues to be trusted by a div portfolio of household and category-leading brands. SHS represents iconic names including WKD, Fox’s Biscuits, Nerds, Burt Biscuits, Punjana, Meridian, Shloer, bottlegreen, Organix, Terry’s, Vileda, Maguir & Paterson matches, Cricket lighters and ignition products.
including Burton’s bottlegreen, Maguire & Paterson Zip through innovation
bottlegreen, a
Elderflower nonalcoholic Hugo
SHS also continues to drive growth thr innovation and retail execution. Highlights include the continued evolution of bottlegreen, with a refreshed brand identity and premium innovation including Elderflower & Elderberry cordial and nonalcoholic Hugo Spritz and Bitter Orange Spritz.
RTD WKD renewed energy new a WKD strong in-store as the continues of Zero choice
Within the RTD category, WKD is bringing renewed energy through its bold new ‘Got WKD Side?’ campaign, supported by st in-store activation and innovation such Pineapple variant. Meanwhile, Shloer continues to evolve through the introduction of Shloer Zero cans, offering greater choic and convenience for consumers.
In-store execution remains a core strength for SHS, with tactical merchandising solutions designed to maximise visibility, strengthen shopper engagement and drive sales performance. This includes secondary displays, POS FSDUs and permanent metal stands to disrupt the shopper journey and create standout retail presence.
SHS also continues to support ZIP, Ireland’s No.1 branded firelighter2, with a trusted range of high-performance products designed to light first time, every time Innovation includes ZIP Great Bags of Fire, a cleaner, greener option for BBQ season.
Commercial success at SHS goes hand in hand with responsibility Sustainability is embedded across the business, from reducing environmental impact and improving operational efficiency to supporting brand owners in achieving their own sustainability ambitions.
By combining consumer insight, retailer expertise, innovation and execution, SHS Sales & Marketing remains focused on delivering sustainable growth, commercial value and long-term success for every partner it represents.
1. Kantar, 28/12/25
2. NIQ (NielsenIQ) Scantrack
Total R.O.I. M.A.T. 22/02/2026
Meridian Fully Roasted Crunchy Peanut Butter
Cordial Wildflower & Elderberry
Bottle Green
Shelton Distributors Ltd.
Fact file
Address:
Unit K7, Grants Road, Greenogue Industrial Estate, Rathcoole, Co Dublin D24 T858
Founded in 1974, Shelton Distributors Ltd is a family owned and family run Irish business and one of the country’s longest established specialists in confectionery and snacking distribution. Headquartered in Greenogue Industrial Estate in Rathcoole, Co Dublin, the company has built a strong reputation for consistency, execution and long-term partnership across the Irish retail landscape
Shelton services over 2,000 customers nationwide, supplying symbol groups, convenience stores, forecourts, independent retailers, foodservice operators and leisure outlets. Its national infrastructure, experienced sales team and reliable logistics capability ensure strong availability and service levels across all major retail channels. In 2024, the business strengthened its strategic position through acquisition and entered the Northern Ireland market, giving Shelton a full Island of Ireland route to market for the first time This expansion enhances the company’s appeal to
international brand owners seeking scale, simplicity, and seamless coverage across both jurisdictions. Shelton’s portfolio is deliberately curated to deliver high quality products in every core confectionery and snacking subcategory
The range is balanced to support all year round (AYR) core business while also maximising opportunity across key seasonal and promotional trading periods, including gifting and impulse occasions. This disciplined approach allows retail partners to drive rate of sale, margin and space efficiency throughout the year Privately held and independently operated, Shelton Distributors is recognised for its hands on, partnership led approach, combining category insight with practical execution at store level. With national scale, family ownership and full Island reach, the business remains a trusted growth partner in the Irish snacking market.
Takis, Giant Bar, Moresh Extra Virgin Olive Oil, OKF Premium Health Beverages, Koh Coconut, Arizona, Cacaolat, Calypso, QminC, Organic Human, Bolci Chocolates, Bonne Maman, Loacker
Company spotlight
M&D Marketing & Distribution Ltd is a
well-established Irish FMCG company specialising in the importation, marketing, and distribution of food and beverage products across Ireland. Founded in 1980 and later incorporated in 1998, the company operates from Dublin and has built a strong reputation as a trusted partner for both international brands and local retailers.
The business focuses on sourcing innovative and trend-driven products—particularly snacks, soft drinks, and health foods—from global markets and introducing them to Irish consumers. By staying ahead of consumer buying trends, M&D has positioned itself as an early adopter of niche and emerging products, helping brands gain a foothold in a competitive retail landscape
A key strength of M&D lies in its full-service distribution model. The company provides logistics, sales, marketing, and in-store activation, ensuring that products not only
reach shelves but also achieve strong visibility and consumer engagement. Its portfolio is carefully curated, allowing the team to focus on quality over quantity and deliver consistent service to its customers.
M&D works with major Irish retailers such as Tesco, Musgrave, Dunnes Stores, and BWG, as well as a wide network of independent shops, serving approximately 3000 customers nationwide Long-standing relationships and a hands-on approach to brand building have been central to its growth and success
As a family-run business, M&D emphasises trust, teamwork, and strong partnerships. With decades of industry experience and a forward-thinking mindset, the company continues to play a significant role in shaping Ireland’s FMCG sector by bringing innovative products to market and supporting brand development.
Sales, Marketing & Distribution CATEGORY FOCUS
Europa Foods Ltd
Fact file
Address: Unit 9B Aerodrome Business Park, Rathcoole, Co Dublin, D24 WR67
Pizza da Piero (Pizza Bases), I Love (Condiment range), Mayflower Curry Sauce, Rosie & Jim (Poultry Products), Califia Farms, Strong Roots, Del Campo Turkey Products , Manor Farm, Western Brand Poultry, Shannon Vale Poultry, Digger’s, Cake Décor (Cake Decorations), Candy Kittens, Perfect Ted, Parachute Drinks, Poachers Drinks, URBO Drinks, The Brown Bread Guy, Chimac Sauces, Mississippi BBQ
Sauces, Nutshed Peanut Butter, Wall’s Honest Chips, Absolute Nutrition Protein Balls, McNiffes Pan Boxty, Sadies Kitchen Bone Broth, The Butchers Daughter Pitt Bros, Caffrey’s Sauces, Crust (Gluten Free Scone Mix),Thanks Plants, East by Kwanghi, Kelly’s of Newport, Slice of Life (Frozen Pizza), Roll-It (Frozen Pastry), Benson’s Curry Powder, PEKA Potatoes, Sli Eile (Poultry), Tracklements Condiments, Mrs Darlington’s. Own Label ranges for multiples.
Company spotlight
Europa Foods is a leading distributor of fresh, ambient and frozen products into the Irish market. It supplies into all the leading multiples, independents and butcher shops nationwide Founded in 2001, it has continually grown its business over the last 25 years. It prides itself on being big enough to provide,
Wholefoods Wholesale
(trading as Simply Wild)
Fact file
Address: Unit 3, Kylemore Ind Estate, Killeen Rd, D10TY20
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 our marketing team, are
but modest enough to care. No matter your size or scale, Europa Foods is there for your business. It has the network to assist your business goals, whether you are a store seeking to carry one of our brands or a brand looking to gain market share. Europa Foods prides itself on the many recommendations it receives from both our distribution partners and customer base and have built up a strong range of Irish produced products in its range It has an experienced field sales and merchandising team which help get it’s products onto shelves across our many customers. It has some new brands to launch into the market in the coming months, so if you are looking for the perfect distribution partner to launch your products, please feel free to get in contact with Europa Foods and start your journey together
dedicated to building brands within Irish retail.
It is constantly monitoring the latest trends within health & wellness, and it’s experienced commercial team can provide insights and advice on innovative emerging products that consumers want.
With its warehouse and office based in Dublin, our 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.
It is committed to helping you grow your business by driving it’s brand knowledge support and providing a superior service. ■
As summer approaches and consumers seek both indulgence and variety, marketing campaigns that emphasize texture, flavour pairings, and high-quality ingredients prove especially effective. ShelfLife reports
The ice cream and milkshake market is thriving year-round, found in cafes, restaurants, service stations, and supermarkets. These treats satisfy cravings in every season. A recent report from Nielsen shows impulse ice cream purchases account for 30% of total sales.
A combination of convenience, indulgence, and innovation drives the market’s strength. Seasonal flavours, limited-edition offerings, and premium ingredients are increasingly
Smooch, more than just an ice cream parlour
At Dairyglen, it understands that ice cream can become a difficult business to maintain if not managed properly From cleaning to training to menu creation, there’s so much to consider That’s where Dairyglen stands apart. With over 30 years of industry expertise, it understands it’s not as simple as pulling the handle That’s why it designed a zero-hassle concept, so that you can focus on keeping margins high without any of the stress With over 190 sites, its success speaks for itself
Fully managed solutions
With Smooch Ice Cream, you can relax knowing that everything is taken care of No more lost profits when the machine breaks down during school holidays or wasting time trying to figure out DIY repairs on YouTube Dairyglen do it all, so that you never have to It sticks around for the long run, so that you can ensure a profitable, reliable and straightforward ice cream offering that’s built to last. Its services include a full site survey fit out and installation, monthly machine cleaning services, machine maintenance and repairs, direct product supply, staff training, menu development, POS and marketing support, a dedicated account manager and a free launch day to convert your community into loyal Smooch fans!
The inside scoop
attracting consumers looking for new taste experiences. Retailers and foodservice outlets that offer both classic favourites and innovative options are seeing higher engagement, while the growth of on-the-go formats, single-serve portions, and mini tubs supports the impulse purchase trend. Healthconscious alternatives, such as low-sugar, plant-based, or dairy-free ice creams, are also helping the category appeal to a broader
From concept to cones in two weeks!
Summer is fast approaching, and you need a turnkey solution. Look no further Its experienced project management team begins with a full site survey and fitout. From there, it installs the full Smooch unit, ensuring you have a slick, eye-catching stand that’s designed to capture impulse purchases. It delivers product straight to your door while its brand ambassadors provide full onsite training for your whole team, leaving them Smooch certified and confident using the machine and creating portion-controlled menu items. If you’re ready, it can have you up and running in just two weeks!
Machine cleaning just got easier
Its services don’t stop there! Its skilled service department will visit every month to clean your ice cream machine in under an hour This means you can serve safer and cleaner ice cream without any lost profits. Its technicians pay close attention, ensuring maintenance and repairs as needed, extending your machine’s life. With advanced 4D tech, its technicians can fix problems
audience without compromising on taste With consumers seeking both indulgence and variety, marketing campaigns that highlight texture, flavour combinations, and quality ingredients are particularly effective. As the market continues to evolve, ice cream and milkshakes remain a dynamic segment that drives footfall, repeat purchases, and overall sales growth across the Irish retail and foodservice landscape
remotely No more waiting for onsite inspection. Keep customers satisfied and profits high all year round. Ready to join 190 others in the Smooch family? Contact its sales team today to receive a free consultation on 01 286 5000 or email sales@dairyglen.ie for more information.
Smooch ice cream
Volcanix and Magnum Sticks indulgence unleashed
Volcanix
Treat yourself to a five-layer taste experience with Volcanix Ice Cream, ensuring no two bites are the same, but all are an equal delight for the senses. From the very first bite, you’re met with a deeply satisfying crunch as the outer chocolate shell breaks apart, giving way to the smooth vanilla ice cream inside Dig deeper, and you’ll uncover a cascade of crunchies: little pockets of joy that deliver a playful pop of texture and a double hit of flavour Just when you think you’ve reached peak indulgence, salted caramel lava oozes out into a pool of gooey deliciousness. Under this golden treasure lies a final layer of velvety chocolate ice cream, pairing harmoniously with its rich surroundings.
Magnum Sticks
Magnum presents the Magnum Signature sticks range in two delicious flavours: Pistachio & Peach. Two refined flavour experiences crafted for true pleasure seekers. Each stick features a premium cracking shell led by its hero ingredient, whether the rich nuttiness of pistachio or the bright sophistication of peach, all finished with its signature Magnum chocolate dip for that unmistakable crack. Inside, a smooth gelato core is paired with velvety ice cream to create a layered sensorial experience that balances texture, intensity and indulgence. Every stick begins with the iconic Magnum chocolate tip, bringing together bold flavour notes and the pleasure only Magnum can deliver Made with cocoa from Rainforest Alliance Certified farms*, this duo elevates everyday indulgence with craftsmanship, texture, and unforgettable flavour
*Rainforest Alliance Certified cocoa is mixed with noncertified cocoa during processing (mass balance)
Savour Noble’s handcrafted Artisan Ice Cream
Noble is a family-run, small-batch producer of artisan ice cream and sorbet, committed to crafting every batch by hand with care and attention. Its range includes Vanilla Artisan Ice Cream, Chocolate Artisan Ice Cream, and two vibrant Artisan Sorbets Raspberry and Mango
Each product is created to highlight the natural character of its ingredients. It uses 100% natural components, with many certified organic ingredients, and select ingredients for their exceptional quality and flavour It’s chocolate is sourced from carefully chosen cocoa varieties that bring depth, aroma and complexity Its fruit purées are picked at peak ripeness to give our sorbets a bright, fresh taste
Because Noble’s recipes are developed around the best available ingredients, every batch delivers a rich, distinctive flavour experience. Minimal processing ensures the purity and authenticity of each scoop
Noble’s products are designed for those seeking craftsmanship, premium quality and genuine taste in frozen desserts. Each spoonful reflects its dedication to handmade quality and thoughtfully selected ingredients, making every serving a memorable treat.
Volcanix Caramel Lava & Crunchies
Magnum La Pistache Signature
Magnum La Peche Signature
Noble Sorbet and Ice Cream range
CLUSIVETO OOHCABINETS EXCLUSIVETO
Treat yourself to the perfect bite
Häagen-Dazs takes indulgence to new heights with the launch of Stickbars, available in iconic flavours to delight ice cream lovers across the nation.
The ice cream of ice creams, HäagenDazs, redefines indulgence for 2026 with the launch of its new Stickbars, allowing you to savour your favourite Häagen-Dazs flavours like never before.
Featuring fan favourite flavours of the luxurious ice cream, now wrapped in an extra-thick Belgian chocolate coating shell that cracks to reveal the ultimate sweet treat, the range launched in Tesco Ireland in February and is coming to freezers across the country just in time for summer
The launch sees Häagen-Dazs’ signature flavours transformed into a convenient yet
sophisticated stick form, uniquely shaped as the brand’s iconic cartouche Going the extra mile, it collaborated with its customers to perfect the Stickbar and craft a new crowd-pleasing recipe, delivering a premium taste experience that elevates every moment.
For those craving indulgence, the sticks will be available in Salted Caramel Cracking Macadamia Nut Brittle in both 3x85ml Stick packs and Single Sticks. ■
Haagen-Dazs Cracking Macadamia Nut Brittle
Caramel Haagen-Dazs Salted
Sweet success
As consumer preferences continue to shift and the appetite for convenience and indulgence persists, the sugar confectionery sector stays dynamic and highly competitive. ShelfLife reports
Health trends and seasonal demand boosted growth for sales of sugar confectionery in 2025, according to a Euromonitor report. As health consciousness rises in Ireland, consumers still prioritise taste when choosing confectionery
The category’s resilience highlights the balance consumers are seeking between health awareness and enjoyment. Seasonal campaigns and limited-edition products continue to play a crucial role in attracting
shoppers, while innovation in packaging and flavour profiles helps maintain engagement. Retailers that adapt to these trends, offering both trusted favourites and new, exciting options, are best positioned to capture sales growth. With evolving consumer tastes and ongoing demand for convenience and indulgence, sugar confectionery remains a vibrant and competitive segment, providing opportunities for retailers and manufacturers to drive performance throughout the year
CATEGORY FOCUS Sugar Confectionery
Rowntrees drives sugar bag growth
In the dynamic landscape of the Irish confectionery market, impulse sugar formats currently represent 4.1% of the total category, equating to a sales value of €47.4 million (MAT). However, this segment has faced a decline of 1.9%.
In contrast, sugar hanging bags, accounting for about 13.8% of the total category, have delivered a robust sales value of €158m (MAT), reflecting a 4.6% increase from the previous year YTD figures reveal a promising trend in sugar sharing bags, showcasing a sales value of €34.3m and a YOY growth of 5.5%.
When considering sugar confectionery consumers tend to gravitate towards established, trusted brands. One of the most well-loved brands within this category, Rowntrees has emerged as a hallmark of quality through its commitment to no artificial colours, flavours, or preservatives. Impressively, Rowntrees has outperformed the overall market with a value growth of 18.6%, and a remarkable 18.1% growth in the sugar hanging bags segment (MAT). Notably, Rowntree’s Jelly Tots brand has soared with a 74% value growth, particularly with the introduction of Jelly Tots Tangy This vibrant and playful reinterpretation of the beloved classic Jelly Tots has generated an additional €545k in value since its launch in 2025.
Earlier this month, Rowntrees expanded its portfolio with the introduction of Rowntrees Lollies, a new range of sugar hanging bags inspired by their iconic ice lollies. These fruity-flavoured treats encapsulate the essence of summer all
Cleeve’s expands Classic Sweets Range with four new additions
year long, allowing fans to indulge in their favourite flavours regardless of the season. The range features three delightful flavours, each made with real fruit juice: Fruit Pastilles Lollies, Sour Watermelon Flavour Lollies, and Mango Flavour Lollies. Packaged in a convenient 130g sharing bag, Rowntree’s Lollies are perfect for sharing on any occasion, making them an ideal addition to the sugar hanging bags category
The launch of Rowntree’s Lollies will be supported by an upcoming outdoor and radio advertising campaign aimed at generating excitement and awareness among consumers. Retailers are encouraged to capitalise on this support by optimising in-store displays to prominently feature these new products, especially as demand for sugar confectionery typically surges during the summer months.
To fully leverage the seasonal increase in demand for sugar sharing bags, retailers
should ensure they stock a diverse array of beloved brand favourites such as Rowntrees Fruit Pastilles, Rowntrees Jelly Tots, Rowntrees Fruit Gums, and Rowntrees Randoms. It is equally crucial to ensure that innovative new products like the Rowntrees Lollies range are displayed prominently to capture consumer interest. Visibility in-store is key to guiding customers through the sugar confectionery category, with sugar sharing bags merchandised together and distinctly separated from chocolate sharing bags to maintain clarity Additionally, off-shelf displays near related categories that cater to sharing occasions will increase the visibility and appeal of sugar confectionery, particularly as summer approaches. To support these initiatives, Rowntrees has developed point-of-sale materials that enhance in-store display features and attract consumer attention.
Data source Nielsen (Total Market) to 22/3/2026
Ampersand is delighted to launch four new additions to Cleeve’s Irish Confectionery range, strengthening its classic assortment and driving further growth within the traditional sweets category
Best known for its iconic toffees and growing chocolate bar range, Cleeve’s has long held a place in Irish households. Established in Limerick in 1882 and now produced in Newbridge, the brand continues to resonate through its strong heritage, quality ingredients and familiar, trusted flavours.
Leading this launch is the continued momentum behind Cleeve’s Iced Caramels, which have seen a notable resurgence driven by nostalgic appeal and strong social engagement. Two new variants, Mint Iced Caramels and Mixed Fruit Iced Caramels, build on this success by introducing refreshing, fruit-led options while retaining the signature chewy caramel centre and crisp iced sugar coating.
Dairy Cream Fudge brings a smooth, indulgent addition to the range, offering a rich dairy flavour and soft, melt-in-the-mouth texture that taps into demand for comforting, premium-feel treats.
Assorted Toffees complete the line-up, featuring a mix of classic flavours including Dairy Cream, Liquorice, Rum & Butter and Mint. This format delivers variety in a single pack, encouraging trial and repeat purchase across a broad consumer base
With an RRP of €2.80 and strong shelf appeal, these new lines offer retailers a compelling opportunity to capitalise on the continued growth of nostalgic confectionery, backed by strong brand recognition and proven consumer demand.
To place an order or find out more, please contact the Ampersand sales team on 01 4130100
Cleeve’s Irish Confectionery range
Rowntrees Fruit Pastilles Lollies
Rowntrees Sour Watermelon Flavour Lollies
Rowntrees Mango Lollies
Nutriluv: A new era of Bett’r sweets has landed
Now in stores across Ireland, from Rose Confectionery, Nutriluv Bett’r Snacks are driving sales, delivering on Ireland’s growing appetite for healthier choices.
This range isn’t just another sweet on the shelf It represents a shift: from empty sugar to smarter indulgence, from compromise to choice.
For Irish consumers who want treats that fit real life—busy, active, healthaware—this is the candy shelf revolution we’ve been waiting for.
As shoppers become more mindful of sugar, calories, and how food makes them feel, the arrival of this new reduced-sugar gummy range couldn’t be better timed.
The Bett’r Snacks range brings function into the fun. From caffeine and B-vitamins to fight fatigue, to protein for muscle support, collagen and biotin for beauty —these are gummies with a purpose They’re designed for modern lifestyles, whether you’re heading to the gym, the office, or just want your sweet
Shelton Distributors strengthens All-Island reach
Founded in 1974, Shelton Distributors Ltd is a family-owned and family-run Irish business and one of the country’s longest-established specialists in confectionery and snacking distribution. Headquartered at the Greenogue Industrial Estate in Rathcoole, Co Dublin, the company has built a strong reputation for consistency, execution and long-term
treats to be Bett’r for you.
The ‘Less Sugar’ range reimagines classic favourites, using up to 98% less sugar than traditional jellies. With just 0.7g of sugar per 50g bag, these treats prove that indulgence and balance can go hand in hand.
Adding extra credibility is brand ambassador Angelique Kerber, a former
world No.1 tennis player and Grand Slam champion. Her message is simple: conscious everyday choices what we eat, how we move shape a healthier, more active life.
Contact Rose Confectionery on 01-4568064 to find your local sales representative.
partnership across the Irish retail landscape Shelton services over 2,000 customers nationwide, supplying symbol groups, convenience stores, forecourts, independent retailers, foodservice operators and leisure outlets. Its national infrastructure, experienced sales team and reliable logistics capability ensure strong availability and service levels across all major retail channels. In 2024, the business strengthened its strategic position through the acquisition of a distributor in Northern Ireland, giving Shelton a full Island of Ireland route to market for the first time This expansion enhances the company’s appeal to international brand owners seeking scale, simplicity and seamless coverage across both jurisdictions.
Shelton’s portfolio is deliberately curated to deliver high-quality products in every core confectionery and snacking subcategory The range is balanced to support all year round (AYR) core business while also maximising opportunity across key seasonal and promotional trading periods, including gifting and impulse occasions. This disciplined approach allows retail partners to drive the rate of sale margin and space efficiency throughout the year
WONDR Jellies target lowsugar confectionery gap
More and more consumers are actively seeking low-sugar alternatives as part of a broader shift toward healthier snacking habits. Yet within the sugar confectionery aisle, options remain limited. This gap presents a clear opportunity for innovation –one that emerging Irish brand WONDR Jellies is stepping in to fill.
WONDR Jellies are helping to redefine expectations in the category, delivering the taste, texture and enjoyment shoppers expect from traditional sweets, while aligning with the growing demand for better-for-you choices. The start-up brings a genuinely new proposition with its highprotein, low-sugar jellies that don’t compromise on flavour
Their products are also lower calorie, high in fibre, gluten-free, fat-free, and made with no artificial colours or flavours – offering functional benefits in a category traditionally dominated by high-sugar, high-calorie products.
Their three current SKUs – Fizzy Cola, Fizzy Cherry and Sour Snakes – have been a huge hit with consumers, with strong rate of sale in various retail outlets including Tesco, Holland & Barrett and convenience stores. While many categories have evolved to reflect changing consumer preferences, confectionery has been slower to adapt. WONDR Jellies fill this gap by offering a product that meets modern nutritional expectations without compromising on taste
Each 50g pack contains just 1.5g of sugar, 6.5g of protein, 110 calories, and almost 20g of prebiotic fibre.
WONDR Jellies can help to grow the category by bringing health-conscious consumers back to sweets, while still appealing to traditional confectionery shoppers.
Alert Packaging has been shortlisted as a finalist in two categories at the Irish Print Awards 2026 Food & Drink Packaging of the Year and Best Use of Print for its work on the Broderick’s Stand-Up Pouch packaging.
For this project, it manufactured custom printed Stand-up Pouches for the Broderick’s Salted Caramel Crisp product, helping to evolve the brand’s visual identity while delivering packaging that performs on shelf and in production. Its Stand-up pouches demonstrate how local manufacturing and advanced print processes can create packaging that stands out on the shelf
During the early stages of the project, the team worked closely with Broderick’s to review the existing artwork and explore opportunities to strengthen the creative. Through a series of targeted print enhancements, the focus was on making the colours richer and the finishes more premium, even under challenging in-store lighting conditions.
The design and taste of Broderick’s products got them listed in Costco Still, it was the quality of the completed stand-up pouch, the vibrancy of the colours and the
premium finish that really made the product stand out on shelves. This attention to detail and consistency has played a key role in the brand achieving a global presence, with the product now available in every Costco store worldwide
By managing the entire process locally from print preparation through to pouch conversion—it ensured consistent quality across every production run. The final packaging delivered stronger brand visibility on the shelf, more vibrant and consistent colours, premium metallic detailing and highquality stand-up pouch functionality
It is proud that this collaboration has been recognised at the Irish Print Awards 2026, and it looks forward to continuing to help brands evolve their packaging through quality, commitment and local manufacturing.
Visit: www.alertpackaging.com ■
Broderick’s Salted Caramel Crispy
Soft drink sales set for summer surge
ShelfLife highlights the must-have brands in the soft drinks category
In 2025, soft drinks in Ireland continued to record overall growth in volume, although performance varied significantly across categories, according to Euromonitor Bottled water remained supported by health concerns and the ongoing decline of traditional carbonated soft drinks. Sports drinks saw the fastest volume rise, benefiting from a growing fitness culture and the popularity of functional
Boost Drinks drives value and sales
products offering energy, recovery or performance support. RTD coffee was another standout in 2025. This shift reflects broader consumer demand for convenience-led, better-for-you beverages, with innovation in zero-sugar and functional formats increasingly driving category performance across multiple segments, particularly among younger, on-thego shoppers in urban areas.
Boost Drinks has always championed value, bringing great-tasting functionality at a great price. The top three Stimulant energy brands account for 82% of total value sales in S&I, and Boost is the number three Stimulant Energy brand and a must-stock for retailers, as it appeals to a different shopper than the top two and offers branded value energy
Boost Energy is available in 250ml price-marked at 75p (86c) and 500ml price-marked at £1 (€1.15) cans in several greattasting flavours, with the recently launched Zero Sugar Energy Citrus Zest and Dark Fruits, and the Limited Edition White Peach adding excitement to the range
The top two sports drink brands account for 80% of all sports drinks sales in S&I, and Boost is the second largest brand in sports drinks, fulfilling the need for a great quality, value sports drink. Boost sports drinks are available in 500ml sports cap PET price-marked at £1 (€1.15) in several great-tasting flavours.
Boost is launching a multi-million-pound brand campaign across the UK and Ireland from April to July 2026, positioning the brand as a ‘no-brainer’ in the drinks category while championing its ‘straight up’ functionality and proven sales power.
Shoppers continue to seek ready-to-drink, on-the-go, quality energy options at everyday value prices. Boost offers a range of flavours, NPD and pack sizes available with price marks that help retailers communicate great value on fixtures, amidst increased consumer price consciousness.
Rubicon: Big, bold flavours
Rubicon, the No 1 exotic flavoured juice drinks brand, is known for its big, bold flavours and is available in a range of still and sparkling formats for maximum shopper appeal. The brand has rolled out a brand redesign across its entire range that dials up its flavour and personality, driving on-shelf standout.
Its brand campaign - ‘Big Flavour Behaviour’ - celebrates its flavours and encourages consumers to stand out in a sea of sameness - just like the Rubicon drinks themselves.
Rubicon has extended its Sparkling range with two great tasting flavours – Tropical and Cherry Burst – available in 500ml and takehome formats and is also launching a Tropical still flavour in 1L cartons from April.
Rubicon’s broad brand appeal has seen the brand strategically extend into new areas of the soft drinks market in recent years, including flavoured sparkling water and energy, to complement its traditional juice drink and sparkling ranges.
Rubicon Spring has been the UK’s biggest flavoured sparkling water brand for the last five years5 and is a unique hybrid of fruit juice and sparkling spring water with under 15 cals per bottle, natural flavours and vitamins.
Rubicon RAW meets the growing shopper need for natural energy Available in 500ml cans, it is made with real fruit juice, natural caffeine and B-vitamins, providing a big energy hit with bold flavours.
Rubicon is helping retailers drive sales across the soft drinks category, with continuous investment and flavour innovation, recruiting new shoppers and growing category value
Irn-Bru: ‘Made in Scotland from Girders’
Launched in 1901 in Scotland, Irn-Bru is the UK’s third biggest flavoured carbonates brand made to an original secret recipe and containing 32 flavours. Irn-Bru has just refreshed its packaging, ahead of its 125th birthday, highlighting the brand’s return to its iconic ‘Made in Scotland from Girders’ strapline, and – of course – its unmistakable orange colour
The revamp also includes a product name change for its fast-growing Xtra variant, which is now called ‘Zero’ to better communicate the extra Irn-Bru taste with zero sugar proposition
and align with wider category expectations. With low-calorie carbonates accounting for 50% of category sales and growing +50% faster than higher-calorie equivalents, this clearer name places Irn-Bru in the best possible position to drive sales. The hugely loved liquids will remain completely unchanged.
IRN-BRU Ice Cream, the brand’s most-loved limited edition flavour, has returned as a permanent addition to the range following strong consumer demand. Limited edition flavours have proven to be a powerful driver of growth for the brand and the wider category
Irn-Bru Energy is back on shelves in Original and Zero Sugar variants, giving retailers a bold new way to tap into one of retail’s fastestgrowing categories. Combining the iconic flavour of Irn-Bru’s top secret essence with taurine caffeine and B vitamins, Irn-Bru Energy delivers the taste and boost consumers expect from an energy drink.
Last year, Irn-Bru grew six times faster than the total flavoured carbonates category The brand boasts higher shopper loyalty than any competitor in the other flavoured carbonates segment.
Irn-Bru Regular
Rubicon Sparkling Mango
52 CATEGORY FOCUS Soft Drinks
Ballygowan launches B Active Caffeine Water
Ballygowan is excited to be moving into functional water with its new subbrand, Ballygowan B Active. This is a first for Ballygowan, and it is set to disrupt the soft drinks category as the first Irish-produced caffeinated water in Ireland. Like all Ballygowan products, the new B Active range is sugar-free, and it is a fruit-flavoured caffeinated water available in two refreshing flavours: Tropical Rush and Berry Blast. The two SKUs will begin building national disruption throughout the island of Ireland from the start of April. The target market is wide-ranging with a focus on the workplace, study the health-conscious and trend seekers. The launch will be supported by a through-the-line campaign which will include out of home advertising,
Irish Craft Soda Company origins
The Irish Craft Soda Company is a proudly Irish drinks brand born on the banks of the River Shannon in Athlone, emerging from the creative minds behind Dead Centre Brewing. Built on the same passion and attention to detail that defines great craft beer, the company was founded with a simple idea: to bring real flavour, quality ingredients, and innovation into the soft drinks space.
At its core, The Irish Craft Soda Company is about doing things properly Every soda is made in small batches using natural ingredients - no artificial sweeteners, flavours or preservatives...resulting in drinks that are clean, vibrant, and full of character From classic Lemonade to nostalgic favourites like Rock Shandy and Cherry Soda, the rangewhich includes Retro Cola, Ginger Ale and Orange Soda - blends tradition with a modern, premium twist.
But this is more than just a soft drinks
digital, social media and working with relevant content creators. Given the groundbreaking nature of this innovation, there will be a disruptive suite of point-of-sale products produced to help communicate this exciting innovation to consumers at the point of purchase throughout the Irish retail landscape
Jeff Brennan, marketing manager, Ballygowan, said: “We are being told that Irish consumers are increasingly claiming that they are suffering from tiredness and struggling to find more natural sources to help with their mental fatigue while on the go Ballygowan B Active is an exciting innovation that helps overcome this insight through its unique fruitflavoured water containing magnesium, which contributes to the reduction of tiredness and zinc for normal cognitive function.”
brand. The Irish Craft Soda Company exists to challenge the norm and redefine what a soda can be Inspired by the craft beer movement, the company is on a mission to elevate everyday soft drinks into something more thoughtful, more flavourful, and more authentically Irish.
The Irish Craft Soda Company hopes to lead a new wave of craft soft drinks - bringing creativity, quality, and Irish provenance to fridges, bars, and tables across the country and beyond.
Living Things shakes up soda
Fast-growing prebiotic soda brand Living Things is here.
With 86% of consumers actively seeking to improve their digestive health, and demand for low-sugar functional soft drinks continuing to outpace traditional carbonated beverages, Living Things brings its gut-friendly range to Ireland.
Living Things launched in Ireland in November 2024, and Ireland has quickly become one of its strongest markets. They’re eager to have everyone try the five natural flavour combinations – Lemon & Ginger, Peach & Blood Orange, Raspberry & Pomegranate, Watermelon & Lime and Rhubarb & Apple
Living Things is lightly carbonated, low in sugar and high in fibre – with 6.6g of fibre per can and only one teaspoon of sugar, naturally derived from fruit juice. Each can also contains two billion prebiotic colony-forming units per can, helping to support gut health and digestion. With no artificial sweeteners, flavours, or additives, it’s a clean, refreshing choice for anyone who wants more from their soda.
Ben Vear, CEO and co-founder,
Living Things, said: “We created Living Things to make gut-friendly living easy, accessible and delicious – it’s your everyday soda, reimagined.”
Shop Living Things at Dunnes Stores, Avoca, Fresh, 100+ Centra’s and SuperValu nationwide or at your fave local café or restaurant.
Ballygowan B Active Caffeine Water Tropical Rush and Berry Blast flavours
Living Things range
The Irish Craft Soda Company range
54 CATEGORY FOCUS Soft Drinks
Deep RiverRock unveils two exciting new flavours for 2026
Deep RiverRock is refreshing the flavoured water category with the launch of two vibrant new editions: the sparkling Strawberry & Kiwi in a convenient 500ml format, and the still Blueberry & Lime, available in 750ml and 1.5L bottles. These latest innovations are now available to order, bringing a burst of flavour and functionality for consumers seeking greattasting hydration.
The introduction of Blueberry & Lime further strengthens Deep RiverRock’s diverse flavoured-water portfolio, adding a new flavour that complements the brand’s existing range Strawberry & Kiwi brings a lightly sparkling touch to its fruity blend, creating a refreshing, easy-to-drink option for any moment.
Both flavours were carefully selected through extensive consumer taste testing, ensuring they meet the
Diet Coke makes its Runway debut with 20th Century Studios’ The Devil Wears Prada 2
The highly anticipated sequel, with its iconic style and energy, officially returns for Irish fans ahead of the May Bank Holiday weekend.
The fashion world is abuzz, and The CocaCola Company is ready to make a statement. Diet Coke is joining The Devil Wears Prada 2, in cinemas on 1 May, as an integrated beverage brand, placing one of Coca-Cola’s most iconic names at the centre of one of the year’s most anticipated cultural moments. The brand will launch a fan-focused campaign designed to engage audiences globally – extending the film’s influence well beyond the runway
“In The Devil Wears Prada 2, taste is everything,” said Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at Disney. “We are delighted to extend our longstanding relationship with Coca-Cola with this epic Diet Coke collaboration in a way that feels classic and authentic – an iconic brand that embodies the kind of style and confidence our audience – and Miranda
preferences of today’s shoppers, who increasingly prioritise flavour, health benefits, and hydration in equal measure. In line with this trend, these new variants with Vitamin B6 and Zinc also offer immunity support, making them a standout choice for those seeking functional beverages that don’t compromise on taste
Both new flavours highlight what makes Deep RiverRock stand out as a local favourite for local people across the island of Ireland. By bringing together great flavours, added functional benefits and a proudly local heritage, these new additions offer retailers a simple way to excite shoppers and bring new interest to the flavoured water category
A fresh new look for Deep RiverRock ViTAL
Deep RiverRock is set to refresh its ViTAL vitamin water and juice drink range with a refreshed packaging update designed to stand out on the shelf and speak more clearly to
Priestly
herself – expects.”
Diet Coke will launch an immersive fanfocused campaign designed to bring the film’s runway energy signature style and iconic moments to life. Diet Coke’s activations feature special edition packaging and a bespoke ad set in the film’s Runway offices, capturing the iconic moment when fashion pauses for a much-needed Diet Coke break.
The collaboration will roll out in Europe across the United Kingdom, Germany, Spain, and Ireland, beginning mid-March with localised campaign activations tailored to regional preferences and market dynamics. Across all European markets, consumers can participate in a promotion with the chance to win a trip to New York City, or hundreds of other daily prizes like cinema tickets and exclusive DWP2 x Diet Coke merch. The campaign will span across TV digital, social, and out-of-home to reach target audiences through their preferred platforms and formats.
Speaking about the iconic pairing, Tara Byrnes, senior marketing manager for Diet Coke, said: “For generations, Diet Coke has been synonymous with the very essence of >>
what today’s shoppers are looking for. The redesign is rooted in consumer feedback, which highlighted that shoppers wanted clearer messaging on the functional benefits of the ViTAL range
As a result, the packaging update puts a strong emphasis on what ViTAL offers: an easy, everyday way to get an “energy boost” when people need it most.
Alongside the new look, Deep RiverRock is continuing to champion flavour as a key purchase driver in the category All four ViTAL flavours – Mango & Passionfruit, Prickly Pear & Redcurrant, Guava & Lime, and Pineapple & Yuzu- were selected through consumer taste trials to ensure the range delivers the bold, vibrant taste shoppers expect from a vitamin-boosted drink.
The refreshed ViTAL will begin rolling out from April 2026, perfectly timed for the start of summer when demand for fruity, functional beverages naturally rises. With clearer on-pack benefits, consumer-tested flavours and refreshed visibility, the updated ViTAL range is set to offer consumers a revitalising choice for busy, on-the-go moments.
Diet Coke is joining The Devil Wears Prada 2 in cinemas
CATEGORY FOCUS Soft Drinks
Suntory Beverage & Food Ireland launches new Lucozade Energy Grafruitti Zero Sugar
Lucozade Energy is bringing a bold new flavour to shelves in Ireland with the launch of Lucozade Energy Grafruitti Zero Sugar, a vibrant addition to the Lucozade Energy range Rolling out this April, the new variant will be available across convenience, grocery, wholesale and e-commerce channels in 500ml and 900ml formats, offering shoppers a refreshing zero-sugar option with a distinctive fruity taste
The launch reinforces Suntory Beverage & Food’s continued focus on innovation within the soft drinks category, introducing a flavour designed to capture consumer interest while supporting retailers with fresh excitement in the energy segment. With flavour remaining one of the most important purchase drivers in zero-sugar soft drinks, the brand is well positioned to help retailers meet shopper demand for variety and choice within the category
Lucozade Energy Grafruitti Zero Sugar combines mixed berry and citrus notes with an exotic twist, delivering a distinctive and refreshing taste experience. Carefully developed to deliver a full flavour profile without sugar, the new drink provides the same bold character consumers expect from the Lucozade Energy range while responding to growing interest in zerosugar alternatives.
The launch also reflects broader shifts in
fashion and culture. Now, with The Devil Wears Prada 2, we’re not just revisiting an icon; we’re injecting that timeless legacy with a vibrant, modern energy that fuels style ambition across generations. This collaboration is a genuine modern celebration of two shared legends, born from authenticity and built for the fans.”
Shloer and bottlegreen lead the way with innovative formats for modern drinking occasions
SHS Drinks is strengthening its soft drinks portfolio with innovative, flavour-led products that meet growing demand for premium adult soft drinks and great-tasting alcohol alternatives, in formats suited to modern drinking occasions.
Shloer Zero delivers the same delicious, refreshing flavour now with zero calories. Made from the finest grape juices, it offers a light, sparkling, non-alcoholic alternative ideal for any occasion. From May, Shloer Zero will be available in convenient four-pack 250ml cans in red or white grape flavours – perfect for on-the-go enjoyment or sharing the moment at social gatherings.
bottlegreen continues to innovate with its new 250ml cans. Crafted with natural ingredients to deliver an unrivalled taste experience, the new format is designed to unlock additional consumption occasions.
consumer behaviour across the soft drinks category Zero-sugar products continue to gain momentum as shoppers increasingly look for more balanced beverage choices without compromising on taste Recent category trends show that a significant proportion of soft drink new product development sales now come from zerosugar variants, highlighting the importance of innovation in this space. By expanding its zero-sugar portfolio, Lucozade Energy aims to support retailers in capturing this demand while driving incremental growth. Michelle Darlington, Lucozade Energy marketing manager (Ireland), said:
“Lucozade Energy Grafruitti Zero Sugar is an exciting new addition to the Lucozade Energy zero sugar range in Ireland. With its bold, fruity flavour and zero-sugar format, it delivers the great taste shoppers expect from Lucozade Energy while meeting the growing demand for more zero-sugar options.”
They added: “Flavour innovation continues to play a key role in driving growth across the energy drinks category, particularly with younger shoppers looking for new and exciting options. Grafruitti Zero Sugar brings vibrant colour and standout shelf appeal to the chiller, giving retailers a great opportunity to refresh their energy fixture, attract attention in store and drive incremental sales within the category.”
With strong brand recognition and continued investment in innovation, Lucozade Energy remains a key driver of growth within the soft drinks category The introduction of Grafruitti Zero Sugar
further strengthens the brand’s portfolio, offering Irish shoppers a vibrant new flavour while helping retailers capitalise on the ongoing momentum behind zerosugar beverages.
Retailers are encouraged to stock up now to make the most of the launch and ensure they are ready to meet shopper demand as excitement builds around the newest addition to the Lucozade Energy range
Available in Wild Elderflower pressé and Raspberry Lemonade, the new format is set to meet growing demand for elevated low and no alcohol drinking moments, helping retailers tap into this evolving space.
For sales enquiries, please contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie
Volvic launches Vitamin+ range, driving growth in the functional water category
Volvic, one of the UK’s leading natural mineral water brands, today announces the launch of Volvic Vitamin+, marking the brand’s first entry into the functional hydration category in the UK and Ireland.
It rolled out across the UK and Ireland recently The new Volvic Vitamin+ range combines Volvic’s natural filtered volcanic mineral water with added magnesium and essential B and C vitamins, helping to reduce tiredness and fatigue, and support normal energy-yielding metabolism.
The waters category has experienced strong value and volume growth this year, increasing +13.4% in value and +11.4% in volume, outperforming the wider soft drinks market1. Flavoured still water has grown even faster, up +17% in value and +12.5% in volume year-onyear, with even more rapid growth seen in flavoured still benefit water, up +38% in value and +33% in volume year-on-year
Against this backdrop of accelerating consumer demand for drinks that combine health credentials with great taste, Volvic Vitamin+ is set to attract new customers into the market and expand the category’s shopper base
Volvic Vitamin+ is available in 75cl PET bottles, suited to retailers’ meal deal fixtures and on-the-go consumption. This comes as
Shloer and bottlegreen product range
Lucozade Energy Zero Sugar Grafruitti
57 Soft Drinks CATEGORY FOCUS
69% of consumers now seek healthier meal deal options2, and food-to-go consumption is becoming more frequent, growing at a 5% CAGR over the next five years3.
It is available in two targeted functional variants, each designed to meet a specific consumer need:
• Recharge Raspberry - with Magnesium and Vitamins B5, B6 & C to help reduce tiredness and fatigue
• Active Peach - with Magnesium and Vitamins B5, B7 & C to support normal energy-yielding metabolism.
Victoria Pham, Danone, head of Category and Commercial Strategy UK&I – Beverages, said: “Consumers are changing the way they think about what they drink. With 67% of UK soft drink consumers preferring a drink with health benefits over taking a supplement offering equivalent benefits, it’s clear that people are looking for convenient, everyday ways to support their health and wellbeing.
“Answering that need, Volvic Vitamin+ offers great-tasting, naturally filtered mineral water enriched with magnesium and essential B & C vitamins, helping to reduce tiredness and fatigue, and support normal energy-yielding metabolism.
“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead”.
The product has proven to be the top penetration driver in functionals in Germany over the past two years, validating the concept ahead of its UK and Ireland launch. In consumer testing, Volvic achieved high brand fit scores and strong purchase intent for the new range, reflecting the brand’s established reputation for the perfect balance of health and taste
The Volvic Vitamin+ range will be available at major retailers and priced at €2.80 RRP in Ireland.
CELSIUS brings LIVE. FIT. GO. platform to Europe
CELSIUS, the premium, functional energy drink brand born in fitness and formulated for active lifestyles, today announces the extension of its LIVE. FIT GO global brand platform to Europe The platform illustrates how the zero-sugar, vitamin-enriched energy drink supports the everyday individual in meeting the demands of their active lifestyle – from workouts to nights out and everything in between.
LIVE. FIT GO builds on the “ready set, go” mindset that champions active lifestyles and embraces every opportunity The platform is bolstered by Team CELSIUS, an international ambassador roster of professional athletes and fitness influencers, who are driven to make the most of every moment of their day. LIVE. FIT GO is the brand’s largest marketing initiative to date and began its global rollout in the U.S., Canada, and Australia last year
In January, CELSIUS launched four new sparkling flavours in the UK and Ireland –Raspberry Peach, Mango Lemonade, Kiwi Guava and Strawberry Watermelon –creating new opportunities for retailers to capitalise on rising demand for functional, zero-sugar energy drinks. Further building global momentum, CELSIUS also recently entered a multi-year partnership with the Aston Martin Aramco Formula One Team, aligning the brand with one of the fastestgrowing sports in the world and unlocking new opportunities to engage a global fanbase
Julien Scheubel, head of Brand – Europe at Celsius, said: “LIVE. FIT GO is a mindset that is ready for every opportunity and embraces the work behind the result—the early starts, the extra laps, and the commitment to continuous improvement in all that we do CELSIUS fits into these moments that matter In bringing LIVE. FIT GO to active lifestyles across Europe, we’re proud to partner with athletes and creators who lead with discipline and inspire communities to move with purpose.”
Team CELSIUS
The faces of LIVE. FIT GO.™ in Europe will be revealed to consumers throughout the campaign, with a line-up that includes:
• Rhasidat Adeleke (Ireland) An Irish Olympic sprinter whose approach is shaped by precision and repetition – track sessions, strength work, and relentless drills. She’s committed to the process behind every result.
• Declan Rice (UK) An international footballer, playing for Arsenal, valued for his work rate, leadership, and consistency.
• Lucas Bergvall (Sweden) A rising football talent, playing for Tottenham Hotspur, recognised for his dynamic playing style, technical skill, and strong presence on the pitch. With a growing international profile, he embodies ambition, discipline, and the mindset of a modern elite athlete.
• Saffron Barker (UK) A lifestyle and fitness creator whose content shares goal-driven routines and honest training moments with her community She makes consistency feel achievable – turning intention into action, day after day.
• Arthur Fils (France) The rising tennis talent recognised for explosive power and fearless shot-making. When he’s not chasing the next victory through highintensity training blocks and in-depth match preparation, he’s a globetrotter arriving at his next destination.
• Eduardo Camavinga (France) An international footballer known for versatility, intelligence and calm under pressure. From training sessions to matchday moments, he’s defined by readiness, discipline, and continuous progression. CELSIUS combines the refreshing taste of vibrant fruit flavours without sugar or preservatives. It supports active lifestyles with a blend of essential vitamins that contribute to both the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).
Volvic Active
Volvic Recharge
CELSIUS product range
Hosons Brands expands coverage with BWG for Something & Nothing and LemonAid+, adds Cadence
- Hydration to portfolio
Hosons Brands has announced a partnership with BWG, securing national full-estate listings for two of their marketleading international brands, Something & Nothing premium sodas and LemonAid+ Organic, Fairtrade Soft Drinks.
This marks a pivotal moment for both brands, underpinned by years of strong growth and increasing presence across Ireland’s speciality coffee, contract catering, and premium retail landscape
Both Something & Nothing and LemonAid+ have built loyal followings since their introduction to
the Irish market in 2020 and 2023, respectively, driven by quality ingredients, distinctive flavour profiles, and a commitment to sustainability LemonAid+ is widely recognised for its Organic and Fairtrade ingredients, alongside its charitable foundation, with five cents of every bottle sold being utilised to fund social and development projects in the ingredient sourcing regions.
Something & Nothing, a certified B-Corp, has gained great recognition with their innovative and adventurous flavour profiles, striking brand aesthetic, low sugar
TRIP, UK’s top functional drink, launches in Ireland
The UK’s fastest-growing drinks brand has officially landed in Ireland in partnership with Richmond Marketing. It is delighted to introduce TRIP, a globally recognised brand and category leader within health, wellness and functional beverages.
A lightly sparkling flavoured drink, TRIP is launching in three delicious flavours: Wild Strawberry, Sicilian Lemon and Elderflower Mint. TRIP offers a calming alternative for today’s busy consumer With no added sugar and low in calories, each can contains a unique blend of calming botanicals including magnesium, lion’s mane, lemon balm and chamomile, supporting moments of calm in everyday chaos.
Designed to support modern lifestyles, TRIP provides functional benefits without compromising on taste, making it an ideal choice for consumers seeking balance, wellbeing and mindful moments throughout the day.
As part of the launch, consumers are encouraged to scan the QR code on the back of the can to redeem a free three-month Calm subscription, reinforcing TRIP’s mindfulness credentials and adding value beyond the product itself
TRIP is now available in selected retailers in Ireland and represents an exciting addition to the functional drinks category for 2026.
and commitment to making great tasting natural sodas with Pineapple & Pink Grapefruit, Ginger & Key Lime, Hibiscus & Rose and Yuzu.
In addition, Hosons Brands has also announced the launch of Cadence, one of the fastest-growing international functional-hydration brands, into the Republic of Ireland. This partnership marks another significant step in Hosons Brands’ strategy to introduce the highest-quality, international, category-leading beverage brands to the Irish market.
Founded in 2024 by Ross MacKay and George Heaton, Cadence has very quickly built a strong reputation for innovation, performance and its unrivalled commitment to its community of consumers, fostering authentic engagement and trust that continues to shape the brand’s innovation. The initial product lines landed on the Cadence Core Hydration range with the Citrus, Melonberry and Cola flavours.
Cadence joins Hosons Brand’s highly curated portfolio alongside Something & Nothing, LemonAid+, ChariTea, ROY Kombucha and ALT MLK.
E: info@hosonsbrands.com
W: www.hosons.com
Cadence lifestyle
Something & Nothing range
TRIP Mindful Blend Elderflower Mint
TRIP Mindful Blend Sicilian Lemon
TRIP Mindful Blend Wild Strawberry
New season, new wiiings
As spring begins to bloom across Ireland, there’s a fresh burst of flavour on the horizon. Introducing the allnew Red Bull Spring Edition Cherry Sakura, a limited-time release inspired by the delicate beauty of cherry blossom season.
In stores nationwide since February 2026, this sugarfree Spring Edition captures the refreshingly fruity taste of ripe cherry, layered with subtle notes of almond and soft floral cherry blossom. It’s a light, uplifting twist that perfectly matches the brighter days ahead.
Red Bull Spring Edition Cherry Sakura features the same high-quality ingredients as Red Bull Energy Drink, now infused with a deliciously smooth cherry flavour Presented in a sleek 250ml white can with striking cherry-red accents, it’s as eye-catching as it is refreshing.
Available for a limited time only To find
out more, visit RedBull.ie
Red Bull Energy Drink is available in 178 countries worldwide, and more than 13.9 billion cans of Red Bull were sold in 2025 alone A 250 ml can of Red Bull Energy Drink contains 80 mg of caffeine, about the same as in a home-brewed cup of coffee For more information, visit RedBull.ie ■
WIIINGS FOR YOUR SPRING.
Red Bull Cherry Sakura
Red Bull Soapbox Race will return to Stormont Estate, Belfast for a high-octane, gravity-fuelled spectacle on 17 May at 2pm. The free event will be open to the public, with no tickets required
Fighting spirit
Despite ongoing pressure on Ireland’s whiskey sector from a 15% US tariff impacting its largest export market, the industry remains optimistic, with hopes high for 2026. Donna Ahern reports
Irish Whiskey’s reputation for quality solidifies its position as a leading force in the global spirits industry The Irish Whiskey category represents 45% of total Irish drinks exports value at approximately €930 million, according to Bord Bia’s most recent drinks exports report for 2024 -2025.
The global whiskey market faced a challenging year, especially in the US, where not surprisingly Irish Whiskey exports declined by 5%. Stocks were built up in late 2024 and the first half of 2025 in anticipation of tariffs, which were implemented in August 2025. This situation, combined with a 12% devaluation of the US dollar, made trading into the US challenging as the year progressed.
However, on a positive note - exports to the EU were stable, albeit with mixed results. The top market was Germany, which was down earlier in the year but recovered as 2025 progressed. Exports to France were stable, while shipments to Poland were slightly lower after a strong year in 2024 Exports to Belgium, Italy and Spain all showed good levels of growth.
Commenting on Bord Bia’s figure Eoin Ó Catháin, director of the Irish Whiskey Association (IWA), the Ibec group representing the sector, said: “The IWA welcomes the publication of Bord Bia’s
Performance and Prospects report. As outlined in this report, 2025 was another exceptional year for Irish agri-food exports overall and for the Irish drinks sector, with the export value of Irish drinks exceeding €2 billion for the second year running. This success is hard-fought; Irish drinks exporters have shown resilience in the face of evolving consumer preferences and changes in the trading environment across key markets.
“The development and strengthening of new markets have been essential to this solid performance. The IWA will continue to do all we can to support market diversification to safeguard current and future growth.
“Regarding Irish Whiskey, the introduction of a 15% tariff on exports to the USA- our biggest market - remains a challenge for our sector, with exports falling 5% in 2025. We hope that 2026 will see renewed efforts to return to the ‘zero-for-zero’ trading arrangement with the USA, for the benefit of transatlantic trade for both American and Irish Whiskey producers.
“The IWA commends the agencies - in particular Bord Bia and the Irish governmentand, above all, the exporters themselves for their contribution to another landmark year for Irish agri-food exports.”
Looking ahead, one thing whiskey makers
and brands should be cognizant of is how quickly digital infrastructure is evolving—and the implications this has for transparency, traceability, and asset management across the industry
Stuart Maxwell, COO, Proof 8, recently spoke on the shift from barcodes to QR codes and what it means for spirits. He noted that major UK retailers including Tesco are actively replacing barcodes with QR codes on products in-store, which is significant, but it’s not a surprise
Commenting, he said: “Retail is catching up on what modern supply chains now demand and that’s greater transparency.
“For spirits, this is a good wake-up call. We still see many barcodes around today in the day-to-day management of casks and it’s worth remembering that barcodes were never meant for managing such high-value assets. Barcodes were built for checkouts. To hold a limited amount of data to tell you something exists and in retail’s case to tell you the price, nothing more.”
Maxwell highlighted that you consider that a cask of whiskey can be worth tens of thousands of pounds or euro so change ownership multiple times and is subject to regulatory scrutiny at every stage, the case for QR codes becomes even more compelling than it is in retail.
“If barcodes can’t deliver the traceability supermarkets need for products with a shelf life of days, they certainly can’t deliver it for assets maturing for years,” he noted. “They only carry part of the data distilleries need to manage their operations.”
Jameson Triple Triple Chestnut Edition: Performing strongly as the ‘world’s most awarded Irish Whiskey’ gets even smoother
Jameson, the world’s most awarded* and bestselling Irish whiskey, continues its momentum with Jameson Triple Triple Chestnut Edition, a smooth performing addition to the family that builds on the brand’s iconic triple distilled heritage and successful Triple Triple platform.
Triple distilled and now triple cask matured, Jameson Triple Triple Chestnut Edition is crafted at Midleton Distillery, Co Cork. The liquid is blended from a combination of ex-Bourbon and Oloroso sherry casks, enhanced by hand selected sweet chestnut casks. This distinctive maturation delivers velvety notes of toffee, cacao and toasted almonds, creating a whiskey so smooth, it must be a Jameson. Already a triple awardwinning liquid**, the Chestnut Edition has quickly proven its appeal with whiskey drinkers globally
The expression builds on the success of the original Jameson Triple Triple, first released exclusively in travel retail. That inaugural variant paired ex-Bourbon and Oloroso sherry casks with Málaga wine casks, delivering subtle sweetness, citrus fruit notes and the signature extra smooth Triple Triple profile
Jameson Triple Triple Chestnut Edition reflects the same craft and expertise that have made Jameson a household name worldwide Rooted in Jameson’s philosophy of bringing people together, it continues to invite drinkers to enjoy life’s journey with a relaxed, open mindset.
Commenting on the expression, Kevin O’Gorman, master distiller, Jameson, notes: “Jameson’s single pot still and single grain Irish whiskeys are elevated through triple cask maturation, with sweet chestnut wood adding rich notes of chocolate and fudge for a luxurious new layer to Jameson’s much-loved character.”
Jameson Triple Triple Chestnut Edition
Irish Whiskey CATEGORY FOCUS
Roe & Co unveils Signature Blend: A new accessible Irish whiskey for the trade
Roe & Co Irish Whiskey has announced the launch of Roe & Co Signature Blend Irish Whiskey, a new 40% ABV expression developed to meet growing demand for accessible, high-quality Irish whiskey across both on- and off-trade channels.
Positioned as a versatile and contemporary blend, Roe & Co Signature Blend has been crafted to appeal to a broad consumer base, from new-to-whiskey drinkers to established enthusiasts. Its smooth, balanced profile ensures strong performance both as a standalone pour and as a reliable base for popular mixed serves, supporting ease of use in highvolume venues.
The liquid combines hand-selected grain whiskey sourced from partner distilleries across Ireland with malt whiskey distilled at the Roe & Co Distillery Matured in bourbon barrels, it delivers a consistent flavour profile with notes of caramel, vanilla and baking spices, complemented by subtle stone fruit and a gentle tannic finish.
Roe & Co Signature Blend will roll out nationwide across key retail partners including Tesco, BWG and Dunnes Stores, as well as being available at the Roe & Co Distillery in Dublin 8. The launch is supported by a focus on simple scalable serves such as Roe & Ginger and Roe & Coke, designed to drive rate of sale in bar environments.
For more information, visit: https://www.roeandcowhiskey.com/our-whiskey
*Based on the tasting results of the six most influential tasting competitions over the past thirteen years (2011-2023), including The Irish Whiskey Masters, IWSC, ISC, Beverage Testing Institute, San Francisco World Spirits Competition and Ultimate Spirits Challenge
**Based on 2024 award results from the Beverage Tasting Institute (gold), The Luxury Masters (silver), New York World Wine and Spirits Competition (silver).
Fercullen 15 Crowned World’s Best Grain Whiskey at Global World Whiskies Awards
Powerscourt Distillery recently announced that Fercullen 15 Year Old Irish Whiskey has been named World’s Best Grain at the Global Finals of the World Whiskies Awards, held in London on Wednesday, 25 March 2026.
In a remarkable achievement, Fercullen 15 has now secured this global title for the second consecutive year a feat rarely achieved at the World Whiskies Awards and a testament to its consistent quality and craftsmanship at the very highest level.
This prestigious international accolade follows the whiskey’s recent success in being named Ireland’s Best Grain Whiskey at the
national awards in Dublin earlier this year, where it earned the right to represent Ireland on the global stage
The World Whiskies Awards are among the most respected in the industry, judged through a rigorous blind tasting process by leading global experts. Being awarded the top global honour marks a significant achievement not only for Fercullen 15, but for Irish whiskey as a whole
Pivotal time
This recognition comes at a pivotal time for Powerscourt Distillery, following a period of restructuring in 2025 and its subsequent acquisition by Altiva Management Inc., securing new investment and a strong foundation for future growth. The business has continued to operate throughout this period, with the recent transaction ensuring stability, safeguarding jobs, and enabling renewed focus on innovation and premium whiskey production.
Commenting on the win, John Cashman, head of brand at Powerscourt Distillery, said: >>
Roe & Co Signature Blend Irish Whiskey
62 CATEGORY FOCUS Irish
“Fercullen 15 is a whiskey that truly showcases the elegance and complexity that grain whiskey can deliver at the highest level. The interplay between the bourbon maturation and the Madeira cask finish creates layers of dried fruit, gentle spice and a natural sweetness that defines its character To see it recognised as the best in the world and to achieve that honour for a second year in a row is incredibly rewarding for everyone involved in its creation.”
‘Powerful endorsement’
Adam Morgan, chairman of Powerscourt Distillery, added: “This award is a powerful endorsement of both the quality of Fercullen whiskey and the resilience of the Powerscourt Distillery team. Following a challenging period for the business, this global recognition underscores the strength of the brand and the exciting future ahead. Winning this title for a second consecutive year is a rare distinction and reinforces our confidence in the long-term potential of the brand. With new investment and a clear strategic vision, we are committed to building on this momentum and establishing Powerscourt as a leading force in Irish whiskey worldwide.”
Fercullen 15 Year Old Irish Whiskey is crafted from a mash of corn and malt, initially matured in first-fill ex-bourbon barrels before a portion is finished in carefully selected Madeira casks. This dual maturation imparts a distinctive profile of vanilla sweetness, dried fruit complexity and a smooth, refined finish.
This latest achievement further cements Fercullen’s position among the world’s leading premium whiskey brands and highlights the continued evolution and global recognition of Irish whiskey
For more information about Powerscourt Distillery and its award-winning whiskeys, visit www.powerscourtdistillery.com
Flying Tumbler Irish Whiskey takes off for busiest year yet
Flying Tumbler Irish Whiskey has begun work on an ambitious project, transforming their family farm in Co Carlow into a whiskey maturation site and brand home
Founded by Carlow brothers, Thomas and Patrick Walsh, Flying Tumbler Irish Whiskey celebrates the adventurous spirit of the Flying Tumbler pigeon – a unique bird known for its
daredevil acrobatics and innate ability to always return home
Taking inspiration from the pigeon, the founders found a way to return home for the next leg of their journey – by bringing whiskey maturation onto the family farm at Larch Grove, Ballytarsna, Carlow, Ireland.
Securing funding through LEADER Programme 2023–2027, co-funded by the EU, Flying Tumbler Irish Whiskey has begun work on repurposing a number of farm outbuildings
Wayward Irish Spirits launches The Kerry Way Whiskey –Ireland’s first County exclusive whiskey
Wayward Irish Spirits has recently launched The Kerry Way Whiskey, created exclusively for sale in The Kingdom, which also introduces an innovative ‘bottle for life’ & recyclable Refill Pouch format.
Commenting on the launch, Maurice O’Connell, Wayward Irish Spirits founder, said: “We wanted to create a Whiskey from Kerry, just for Kerry.”
The Kerry Way Whiskey is an approachable smooth Port cask finished blend inspired by Kerry’s natural beauty, the warmth & welcome of its people and forged by its’ ever-changing weather Created by the team behind the Liberator range of premium Whiskeys, the fruity fig & berry notes of the Port cask finish appeal to the tastes of beginners and connoisseurs alike and is the style for which The Liberator has become renowned.
He added: “We’ve been making The Liberator Irish Whiskey and Lakeview Single Estate Whiskey here in Fossa since 2018, selling both nationally and internationally, but people in Kerry don’t always realise how local we are. The Kerry Way Whiskey puts us front and centre in our home County.”
Not for sale outside The Kingdom, it will only be available to locals and Kerry’s over one million international and domestic visitors. To assist industry partners with their sustainability goals, Wayward have introduced recyclable refill pouches and only local deliveries. Bottles will be available in retail outlets as usual, but bars and pubs will get a ‘bottle for life’ with pouch refills collected by Wayward for recycling.
O’Connell noted: “We’ve always been conscious of our impact on this extraordinarily beautiful environment. My family have been on this land for 900 years and our own Origin Green verified sustainability plan (for which we were awarded gold membership for 2023) guides our efforts to protect it.
“Visitors want local experiences and tastes that they cannot get elsewhere. We’re hoping our branding will be an obvious starting point for bar staff when asked for a Kerry Whiskey (alongside other local brands). Sharing the same quality and Port cask DNA as our Liberator range, it’s a natural lead in for them to help customers discover our other Whiskeys. By giving the bar trade competitive bulk pricing on a quality local Small Batch product, we aim
to reclaim some of the back bars from the Goliaths, whose financial muscle dominates.”
Tasting notes: A deep (natural) reddish gold in colour, this is an elegant, easy drinking whiskey balancing traditional Irish smoothness with the fruity richness of red berries & figs and a lingering finish.
Specification: A six-year-old small batch Irish whiskey blend of 15% Single Malt, 15% traditional Irish pot still & 70% grain whiskey finished in Ruby Port casks. Finished, blended and bottled on the Lakeview Estate at 40% ABV. The pouches are made from multi-layer plastic (recyclable) inclusive of renewables (BioPE), with a reduction in carbon footprint of 49% compared to a generic multi-layer pouch and end of life waste treatment reduced 198%.
Availability: Restricted to Co Kerry! Batch #1 is initially stocked at the brand’s long-term supporters, Carryout Killarney, Castle Off Licence Tralee, O’Driscolls in Cahersiveen and selected SuperValu stores before rolling out to bars throughout the Kingdom. (Visit www.waywardirish.com for evolving stockist list). Price: Retail price in off licences is €44.50 for the launch. (Later rising to €49). On trade pricing on request.
For further information contact: Maurice O’Connell – (089) 422 8836 moc@waywardirish.com www.waywardirish.com
Fercullen 15 Year Old Irish Whiskey
into bonded maturation and blending warehouses, as well as a craft bottling line
Speaking about the diversification project, founder Patrick Walsh, co-founder, Flying Tumbler Irish Whiskey, said: “For us, Flying Tumbler Irish Whiskey was always about returning home The farm at Larch Grove has been in our family for generations and we wanted to create a new farming future for generations to come We are extremely grateful to the Carlow County Development Partnership and their programme for their help in realising our vision.”
Alongside the farm diversification project, the Flying Tumbler team have been busy bottling two new expressions to complete their core trilogy Launching in the coming months, The Roller, a non-age-stated Single Grain, and The Tippler, a blend of Single Pot Still and Single Grain, will be available for export to key markets alongside The Bird, a triple-distilled blend of Single Malt and Single Grain currently retailing in Ireland for €48.
Signalling their intent to expand their global footprint and enhance their consumer experience, the team have also recently launched an interactive website –www.flyingtumbler.com – that brings the brand to life in a fun and engaging way
Yeats Irish Whiskey
Launches limited edition first expression
A new voice has entered the canon of Irish whiskey Yeats Irish Whiskey, a Sligoconceived, Ireland-distilled premium whiskey, launches its debut expression this spring: The Lake Isle of Innisfree, a limited-edition release inspired by the life, landscape, and literary legacy of W.B. Yeats.
Yeats Irish Whiskey is the culmination of a journey that began more than a decade ago Originally conceived in 2015 as a distillery
Irish Whiskey CATEGORY FOCUS
project, the vision evolved through pauses, restarts, and reflection, mirroring the patience required to make great Irish whiskey In November 2025, the project entered its final and decisive phase, leading to the launch of the brand’s first expression.
“This whiskey is the result of time, resilience, and respect for craft, for tradition, and for storytelling,” said Patrick Ward, founder, Yeats Irish Whiskey “Like a true Irish whiskey, this is our third distillation of the idea and the one that mattered.”
A Whiskey ‘rooted in poetry and place’
Yeats Irish Whiskey is conceived in County Sligo, a landscape inseparable from Yeats’s poetry and imagination. Each release in the series will take its name from one of Yeat’s poems, beginning with The Lake Isle of Innisfree From liquid to label, the brand is designed as a tribute to Irish cultural heritage, where whiskey becomes a medium for story as much as spirit.
4,000 individually numbered bottles of this inaugural release are available worldwide, positioning it as both a collector’s item and a meaningful first chapter in a longer narrative.
The Liquid: Artisanal, layered and distinct
The debut expression is a carefully composed blend of:
• 90% aged Irish grain whiskey, matured in primarily first-fill ex-Bourbon American oak casks
• 9% triple-distilled Irish malt whiskey, finished in Ruby Port casks
• 1% peated malt, added for subtle depth and structure
Looking
ahead
The Lake Isle of Innisfree is the first expression
in an ongoing Yeats Irish Whiskey series. Work has already begun on the second release, with future expressions exploring new cask finishes, styles, and poetic themes—all remaining smallbatch, limited, and story-led.
Planned initiatives include curated tastings, cultural partnerships, and a collector’s trilogy box set following the first three releases.
Availability
Yeats Irish Whiskey – The Lake Isle of Innisfree is currently available in limited quantities. RRP: €90 / £80 ■
THE IRISH H WHISKE WHISKEY SHOPPER
Yeats Irish Whiskey
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ONES TO WATCH
TOP
5 From live and harvested microgreens to matcha chocolate almonds, here’s our top pick of new and diverse products that food and drink producers have to offer
EDITOR’S PICK
5
4
1 Dainty Greens, RRP: €3-€4, available from Green Earth Organics, Cavistons and Lotts & Co 2 Reusable Nappies (three month – three years), RRP: €19.99, Reusable Wipes (12 pack) €20.89, Potty Training Pants (three pack) RRP: €19.99 Available from Wholesale Wholefoods and Simple Wild for the multiples or directly 3 Aldi Blender, RRP: €29.99, Aldi Juicer, RRP: €29.99 Available from Aldi stores nationwide 4 Forest Feast and Perfeccted Matchcha Chocolate Almonds, RRP: £3.95 (120g) / £1.45 (40g), approximately: €4.62 and €1.70, respectively Available from Sainsbury’s and Boots UK (120g). The 40g pack will launch in Dunnes Stores ROI, Tesco NI from 18 May and Tesco GB from 2 June 5 fiid (L-R) Golden Curry House Special; Smoky Black Bean Chilli and Sundried Tomato Lentil Ragu, RRP: €3.49. Available from leading retailers including: Dunnes Stores, SuperValu, Centra, Spar and Eurospar Order online www.eatfiid.com
Driving Retail Excellence
Venue: Royal Marine Hotel, Dun Laoghaire, Co. Dublin.
Date of Event: 13 May 2026
For seat/table sales, and sponsorship opportunities please contact; markmorgan@mediateam.ie and/or ianmulvaney@mediateam.ie Categories available for sponsorship In-Store Café Manager of the
Raising the bar in Irish off-Trade retail
Fresh from being named National Off-Licence of the Year 2026, Martin’s Off-Licence shares the strategy, standards, and customer focus that drive its award-winning success. From evolving consumer trends to the challenges facing independent retailers, Declan Martin, owner, outlines how it continues to stay ahead in a competitive market
Q. First of all, congratulationswhat does winning National OffLicence of the Year 2026 mean to you and the team?
A. We are delighted and honoured to win the National Off Licence Award in its 30th year It means so much to be recognised among the elite in such a competitive and highly contested market.
Q. What do you think sets Martin’s Off-Licence apart from the competition this year?
A. The standard across all entries and categories was exceptionally high, and to come home with the top award is a true testament to the dedication and hard work of our team. Their knowledge, passion, and willingness to go the extra mile for customers really sets us apart.
We are constantly striving to find that point of difference, attention to detail, and setting high standards that we can consistently deliver on. Entering awards like these helps us to keep improving, stay focused, and remain at the top of our game
Q. How has the business evolved in recent years to reach this level of success?
A. We have entered these competitions for several years now. We take the feedback from the judges very seriously and try
to use this feedback so we can continue to improve and evolve.
We’ve really focused on raising our standards across every aspect of the store-from the layout and product range to the level of service our customers receive. Creating a more engaging and enjoyable shopping experience has been a big priority, making sure that when customers walk in, they feel the difference straight away We also
try to adapt to our customers’ needs and demands and try to cater for all tastes and budgets.
Q. What role does customer experience play in your approach, and how do you keep it consistent?
A. We are very passionate about what we do, and customer service is one of our top priorities. We set a welcoming and friendly tone From the decor
of the outside of our shop with tasteful window displays and nice bright flowers overhead to the timeless wooden shelving inside We keep our shop clutter-free, and all parts of the shop can be browsed without feeling like someone is on top of you. All our staff are passionate, educated, and very approachable, all playing a key role in that customer experience.
Q. Have you noticed any key changes in consumer behaviour, particularly around premiumisation or low/no alcohol?
A. Alcohol consumption is down in Ireland and worldwide People are more conscious of what they are consuming. Whether it be vegan, organic, biodynamic or sustainable and lower intervention wines. Customers today are far more informed and selective. They are prepared to drink less but spend a little more and drink better The consumer is more health-conscious, and the non-alcoholic market is as strong as ever Not just around dry January or occasions, but now it’s
The team at Martin’s Off-Licence
all year round. It plays a key role in the consumer’s daily choices. They demand quality within this category and choice, and we want to provide them with the best of both worlds.
Q. How do you decide which products or brands make it onto your shelves?
A. We deal with some key suppliers in Ireland. We would share the same passion for quality and customer experience. We regularly attend the many tastings and events that are on throughout the year and stay on top of customer demands and what’s on trend. Quality is essential, and if we don’t
consume it ourselves, we don’t stock it. We also aim to strike the right balance on our shelves: trusted favourites that customers know and love, alongside new and exciting options that give them a reason to explore and try something different.
Q. Craft beer, premium spirits, and fine wine are all growing categories - where are you seeing the biggest opportunities right now?
A. Wine is the one category that sees continuous growth. The customer is so much more adventurous in their choices. They want to be educated and are happy to interact with you
when choosing that perfect bottle Craft beer is strong but not at the rate of growth as say 10 years ago Spirits are a bit worrying at the moment in the current market.
Demand for premium spirits is just not there at the moment, but it will come back around again. Irish whiskey is still very strong, but up to a certain price point. Smaller-sized formats of spirits are performing well, as are premade cocktails.
Q. How important is local sourcing and supporting Irish producers to your business?
A. We would like to support Irish and local businesses as much as possible It is a key selling point, and the customer looks for it. There are a lot of quality Irishproduced products, which is great to see Its a point of difference, tourists love it as much as our local community We are truly blessed with the level of quality of Irish brands that are out there.
Q. What challenges are currently facing independent off-licences, and how are you navigating them?
A. The rising costs of business are an obvious one We are just constantly being crippled by rising overheads. The price war with supermarkets on the bigger brands is also a constant challenge
We can often match them, but it’s perception has supermarkets
winning the battle It’s our level of customer service, the willingness to go that extra mile, our diverse product range, and our friendly and knowledgeable staff that will always win out.
Q. How do you and your team stay ahead of trends in such a fast-moving category?
A. We are constantly trying to stay ahead. We listen to our customers, gather sales reports, and talk to our suppliers. See what’s happening or trending in overseas markets. Social media is always trying to hype the next big thing, so keeping an eye on Instagram and the likes is essential.
As a team, we regularly attend events and tastings and collaborate on our notes of what we liked and what could work.
Q. Looking ahead, what’s next for Martin’s Off-Licence after this big win?
A. We want to build on that success Continue to deliver exceptional customer service and strengthen our trust with our local community We set ourselves high standards and want to continue to deliver on these We want to host more tasting events and educate the consumer in everything wonderful about this industry We have a strong online platform, and having a win like this gives the wider audience more trust in choosing to shop with us.
68 MARKET MOVERS
-196 celebrates first year in Ireland with a massive Beyond the Pale 2026 partnership
Launched in Ireland last year, -196 has already made a major impact on the fast-growing Alcoholic Ready to Drink (ARTD) category This summer, the brand will be the official vodka based ARTD partner of Beyond the Pale 2026. With more than 15,000 attendees expected, -196 will deliver bold, eye catching branding and unforgettable moments that will stop festival goers in their tracks.
Steeped in Japanese heritage, -196 first launched in Japan in 2005 and has since become one of the ARTD market leaders in Japan. At the heart of -196 is its innovative Freeze Crush Infusion Technology, where whole fruit is flash frozen using liquid nitrogen at –196°C. The frozen zest, pulp and juice are then crushed into a fine powder and infused with vodka, shochu (a Japanese distilled spirit) and soda. The result? A crisp, refreshing tasting ARTD that delivers ‘Whole Fruit. More Flavour in every sip
Following a successful first year on shelves, -196 is entering 2026 with even bigger ambitions. The brand will be supported by a heavyweight TTL campaign across Ireland, spanning high visibility social media, influencer partnerships, digital amplification and strong shopper activity across major retailers. The campaign continues to champion –196’s Japanese roots while bringing to life, in a fun and energetic way, the standout process behind the brand’s unique technology and whole fruit flavour, showcased through bold and distinctive taste led messaging.
Refreshing taste, available in two flavours: Lemon and Grapefruit, -196 can be found nationwide The brand isn’t stopping there… keep an eye out for its new Peach flavour coming soon, delivering even more whole fruit flavour for Irish consumers to enjoy.
-196 ‘Whole Fruit. More Flavour’.
Pure Irish Ice Ltd unveils ‘The LXRY Ice Collection’
Pure Irish Ice Ltd, Ireland’s largest and only BRC and EPIAcertified ice manufacturer, recently announces the launch of The LXRY ICE Collection, a new luxury ice brand created by hospitality professional Richie French.
The collection aims to redefine ice as a key ingredient in premium drinks, bringing precision, consistency, and performance to an often-overlooked element of the hospitality experience.
Crafted in Ireland using precision freezing methods, each piece of The LXRY ICE Collection is designed to be crystal-clear, slowmelting, and consistent, helping to control dilution and preserve flavour
The expanded offering will include hand cut ice, various hand pressed shapes, Ice Sculptures, Infused Ice, Bespoke Ice, Ice Blocks, Branded Ice, an Ice range for chefs and high-end Coffee Shops, Wedding & Event packages, Beverage Consultancy, 1kg of Ice Spheres and Hoshizaki/Festival ice, all available from a single trusted supplier
For more information visit www.lxryice.ie
Kerrygold launches new and improved cream cheese range
Kerrygold is bringing even more flavour to Irish tables with the launch of its new and improved Kerrygold Cream Cheese range Following the successful debut of the product range in 2024, and guided by strong consumer insights, Kerrygold is refreshing its cream cheese range with an enhanced recipe that delivers an even richer, more delicious taste experience, along with new packaging designed to boost visibility in-store
Crafted in Ireland with milk from Irish grass fed cows, the new recipe offers a more luxuriously creamy texture and a richer flavour Returning with its three much-loved flavours – Natural, Garlic & Herb, and Sweet Pepper & Chilli, each variant has been carefully refined to offer even more indulgence. The new range will be available in retailers across Ireland from May.
Guests enjoyed an electric launch as Heineken unveiled GREENLIGHT, its new music platform set to transform bank holiday weekends. The event brought together talent and industry figures, offering a first taste of the immersive live gig experiences to come
Kicking off in Dublin over the May bank holiday weekend, Heineken® GREENLIGHT will present an eclectic line-up, featuring over 35 acts across 10 venues in Dublin City The weekend will be headlined by TOMORA at The Button Factory on 1 May. Other shows include dance duo Basement Jaxx (DJ set), Irish trad-punk troubadours Madra Salach and The Street’s Mike Skinner (DJ set).
Findlater & Co. pours the future of wine
Give Wine A Future, an initiative by Findlater & Co recently brought together leading voices from across the Irish wine trade at the RDS Concert Hall to launch Ireland’s first Sustainability & Wine in Ireland Report, authored by journalist Aoife Carrigy
More than 200 attendees from across the Irish wine industry were present on the night, with Findlater & Co delighted to bring together so many industry peers under one roof to discuss the future of sustainability in wine
(L-R) Shanice Griffin and Matthew Mathews
Wineonline team
(L-R) Hannah Keegan and Megan Reilly
Nuno pouring 4.5L Port
(L-R) Cecilia Paciornik and Ana Bastos
Donnybrook Fair team
QUICK QUESTIONS WITH
CAROLINE HARTY, managing partner, We Are Tap
We Are Tap helps ambitious businesses create impact through strategy, design, and experience. From brand identity to digital journeys and physical spaces, it desigsn experiences and environments that resonate deeply, inspire action, and deliver measurable business performance.
As a managing partner, Harty brings over 15 years of experience as an ACCA-qualified finance professional, with a career built on strategic leadership, commercial acumen, and a deep understanding of business performance. Harty’s journey from senior finance roles to board-level leadership has equipped her with the ability to drive sustainable growth, strengthen governance, and inspire high-performing teams.
1. Best series you recently watched on a streaming platform? Andor
2. Best place for coffee?
One Kinda Folk
3. Top movie recommendation? Dune
4. Top book recommendation?
The Girl with the Dragon Tattoo (Collection)
5. Which social media platform do you use most? Instagram
6. Favourite influencer/content creator if you have one?
Wouldn’t say I’ve a favourite. However, I always enjoy Terry McEvoy’s content
7. Favourite saying?
You only live once. You have to have a laugh
8. Who has had the biggest influence on who you’ve become? My son Shane
9. Favourite grocery shop? Dunnes Stores
10. If you had to live in another country, where would you choose? Australia
11. Greatest achievement to date?
Personally – my two boys who are aged 24 and four. Professionally - my ACCA qualification
12. Do you prefer working from home or in the office/on-site?
Mix of both!
13. Best piece of advice you ever received?
Invest in your body early, can’t outsource health later, here for a good time, not a long time!
14. Biggest fear?
Time moving too fast
Caroline Harty, managing partner, We Are Tap
15. City or beach break?
Beach
16. Top restaurant recommendation?
Ooh, I have a few - Mamó, Taza (Pakistan), Bovinity (Steak)
17. Who is the last artist/group you saw live?
Oasis
18. Apart from your own, what brand do you admire most?
Like Sculpted by Aimee
19. Best customer service you ever received?
Banyan Tree Hotel - Bangkok
20. What’s the last compliment you received?
A hard one…. Recently, in the gym, someone wouldn’t compete with me as they thought I was too strong, I’ll take that. ■
