The ShelfLife August Issue

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

August 2024

Greatness through resilience

Morgan Lee, Market Manager, Imperial Brands John Player Ireland discusses how despite the challenges of a dark market and a high excise environment the company has managed to grow

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Rise and dine Exploring the evolving breakfast trends in Ireland

Generational classification Does your candidate fall into a Gen X, Millennial or Gen Z category?

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

OPINION

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ShelfLife August 2024 Vol. 31 No.8 Editor DONNA AHERN donnaahern@mediateam.ie Staff journalist SHAUNA BERNARD shauna.bernard@mediateam.ie Contributors CAROLINE REIDY NIKKI MURRAN COLIN GORDON BENNY GILSENAN Head of business IAN MULVANEY (087) 2208486 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (086) 8854930 mark.morgan@mediateam.ie

Reeling in the years I started my tenure as ShelfLife’s editor in May 2024. My time working at the magazine has flown by and it is an honour to be at the helm of the magazine as we approach a significant milestone.

I am excited to announce that the September issue of ShelfLife marks our 30th anniversary.

Over the past three decades, ShelfLife has been dedicated to providing insightful and comprehensive coverage of the grocery retail trade in Ireland.

To commemorate this occasion, I am reaching out to you a valued reader, to share your perspective. I would love to hear your thoughts on the following question: In your opinion, in the past 30 years, what has been the most stand-out moment in the grocery retail trade in Ireland?

Your insights will enrich our anniversary edition and contribute to a broader understanding of the pivotal moments that have shaped our industry.

Please feel free to share your opinions, anecdotes, or reflections with me at donnahern@mediateam.ie

Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie Printing W & G Baird Ltd ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control.

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

Donna Ahern, editor, ShelfLife magazine

Contents August 6

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46

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COVER STORY 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

22 ‘Growth through quality and innovation’: Morgan Lee, Market Manager, Imperial Brands John Player

Ireland talks to Donna Ahern about how the business needs to constantly innovate to react to its consumer’s needs.

On top of launching JPS Cool Fusion, in mid-June, Imperial Brands John Player is set to introduce Rizla Classic Combi to the market

NEWS&ANALYSIS News grid 6 I’m with the brand 8 Seen and heard 14 CSNA news 60 Market movers 4

FEATURES&REPORTS 12 Nearby Store Profile:

Circulation audited by Audit Bureau of Circulations.

MIX Paper from responsible sources ShelfLife is a member of Magazines Ireland

FSC® C016201

Amar Faraz, owner, Nearby Harmonstown talks to Shauna Bernard 18 SPAR Store Profile: Aisling Leacy, owner and manager of SPAR Kilmuckridge talks to Donna Ahern 25 Status symbol: For retailers, deciding which symbol group to partner up with can be

a complicated decision, encompassing a range of factors influenced by the needs of their local community, Donna Ahern looks at Ireland’s leading symbol group brands 62 20 Quick Questions: Hilary Hughes: marketing manager, Premium Spirits at Coca-Cola HBC

ADVISOR 16 Recruitment: Noting your

candidate's generation and whether they fall into a Gen X, Millennial or Gen Z category and not just their age, maybe a helpful tool when choosing a candidate for a role, writes Nikki Murran 20 HR: In 2023 the Gender Pay Gap Information Act 2021

introduced the legislative basis for gender pay gap reporting in Ireland. The Gender Pay Gap is the difference between the average hourly wage between men and women in the workforce, writes Caroline Reidy 24 Marketing: Implementing the 4’Ps (product, price, place, and promotion) into your marketing strategy is key to running a successful campaign, Colin Gordon reports

MARKETING& CATEGORY FOCUS 25 Symbol groups 46 Healthy family foods 51 Breakfast 58 Retail crime

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NEWS

NEWSGRID The top news stories in FMCG Tesco donates €6,794 to Cappagh Kids The Cappagh Hospital Foundation and Cappagh Kids, has announced that it has received a €6,794 donation from Tesco Ireland. The National Orthopaedic Hospital Cappagh, noted that the sum, donated from the Tesco Community Fund, will ‘undoubtedly make a significant difference to the hospital’s ongoing efforts to ensure a positive hospital experience and exceptional care for its young patients.

Coca-Cola HBC delivers ‘strong’ first half Coca-Cola HBC has delivered a ‘strong’ first half of the year, as it ‘navigated challenging environments in several markets’, its financial results for the six months ended 28 June 2024 show. According to the bottler organic volume increased by 3.1%, with its strategic priority categories all driving growth, during the period.

Mace retailers present €444,448 to Down Syndrome Ireland Keith Crawford, sales director, Mace recently presented a cheque for €444,448 to Down Syndrome Irelandon behalf of Ireland’s nationwide network of Mace retailers.

As well as holding a number of fundraising events in their stores, over the lifetime of the Charity Partnership, monies were raised by Mace and its shoppers through collection boxes in stores and a donation on selected Mace Own Brand products.

and retail from across Ireland

Mayor of Limerick John Moran turns the sod at Lidl Ireland’s Ballysimon development Mayor of Limerick John Moran today turned the sod at Lidl ireland’s latest development in Towlerton, Ballysimon, paving the way for the construction of a new state-of-the-art concept store.

Turning the sod at Lidl’s new site in Ballysimon, Mayor Moran, said: “Lidl Ireland’s commitment to the Limerick and Mid-West region is warmly welcomed and I am honoured to turn the first sod at what is the latest large-scale development being delivered on the new access road off the City East Roundabout.”

Aldi Süd Holding appoints Marcus Almeling as new CFO Marcus Almeling will join Aldi Süd Holding as Group chief financial officer on 1 November, 2024, bringing 23 years of experience in finance management.

In this position, Almeling will become part of the executive board of Aldi Süd KG, serving alongside Tom Daunt and Thomas Ziegler who remain as co-ceo’s and operational leads for the business.

Primark to advance its circular design training among colleagues with new partner Primark (which trades as Penneys in Ireland) is partnering with the Circular Textiles Foundation, to deliver an advanced training programme for its Design and Product teams. The new training will cover advanced circular design principles, with recyclability at its centre, which supports Primark’s commitment to make more of its clothes recyclable by design by 2027.

Longford welcomes opening of new Lidl store Longford Ladies Gaelic Football captain Caoimhe McCormack and vice captains Niamh Brady and Grace Kenny joined the team at Lidl Longford to cut the ribbon and officially open the retailer’s brand-new store on Dublin Road this morning. Lidl has created an additional 14 retail jobs to accommodate the larger store, which brings the existing Longford team to 31 employees.

Molson Coors reaffirms 2024 full-year guidance Coors Beverage Company has announced that its core brands led the way as the company reaffirmed its full-year guidance in its latest financial results. In a statement, the brewer noted that it grew its bottom line and held its top line essentially flat against difficult prior-year comparisons. According to the drinks giant its European portfolio of core power brands saw strong results in the second quarter.

Una Curran Crowned Nearby Ireland Local Legend 2024 Nearby Ireland has crowned Una Curran as Nearby Ireland Local Legend. The retail group has been on the lookout over the past few months for their Local Legend or Legends in the local community. Customers of Nearby Ireland have been visiting stores to ensure their local community group or person gets nominated for all the great work they do within their own community. ■

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

ShelfLife August 2024 | www.shelflife.ie

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6

I’M WITH THE BRAND

‘Are you that fella who was cooking on RTÉ last night?’

TV chef and M&S food ambassador Mark Moriarty, talks to Donna Ahern about fronting the ‘Farm to Foodhall’ campaign and the inspiration behind his cuisine

Can you tell me about your role as a brand ambassador for M&S? About three or four years ago M&S and I started doing a few small few bits together. The relationship had been slowly building over the years and that has culminated, in the last two years to the Farm to Foodhall campaign which started last summer and ran again this year. The whole focus really for M&S was moving towards the very best of Irish suppliers, bearing in mind they are known for high quality food and always have been, to the point when I was working at a restaurant in Dublin, if we were stuck for a few bits, we would run invariably over to M&S on Grafton Street. Since COVID I moved out of the restaurant environment to bring high end home cookery and to work on my books and then my TV shows. It started to become a perfect fit, as my food is accessible; delicious food that is also high quality using good ingredients and that is what M&S do.

What inspired you to become a chef?

Do you know what I was big into fishing when I was a kid. My first actual love was catching fish.

As well as that I enjoyed growing vegetables and herbs in the back garden in fish boxes. There was a couple of houses up here in Dublin that would have had small veg gardens in their back garden.

And I used to sort of jump in and help out in return for some of whatever was harvested.

So, looking back my initial love really was in ingredients. It was during a generation when Gordon Ramsey, Jamie Oliver and Heston Blumenthal were coming on TV, which gave birth to that celebrity chef idea, so I had access then to learn how to cook all of these ingredients that I was really interested in. It took off from there.

As a TV chef, who would you consider to be your biggest inspiration?

Since my TV shows have aired, I obviously have received a lot of feedback every year on what people like about them. The thing that people

ShelfLife August 2024 | www.shelflife.ie

seem to like most about my TV shows is that it is simple food but there is an explanation as to why. My favourite programme was ’In Search of Perfection’ by Heston Blumenthal which ran on the BBC in probably 2006. And what I loved about him was that he had three Michelin stars at the time and had the number one restaurant in the world, yet he was cooking these extremely simple dishes but going into the whole background of where they came from, and the best way to treat the produce to create a plate of the best spaghetti bolognaise or the best steak and chips.

As a fan of Blumenthal have you ever tried to recreate his infamous Snail Porriage?

No, I don’t think that would fly now on RTÉ (he laughs).

What stood out to you about him?

What I did love about him on his TV shows is that he was a great communicator. So, he was able to explain these cheffy techniques and the science behind food, for a wide variety of audiences. My parents would listen and watch, and I was struck by how someone who was so well regarded in the restaurant industry was also becoming so well regarded to the public.

M&S food ambassador Mark Moriarty

The last restaurant that worked at was the Greenhouse restaurant. Did you enjoy your time being apart of team that was awarded two Michelin stars?

Yeah, we won two Michelin stars, the last in 2019 so it was brilliant to be a part of it. I loved the long days and the team atmosphere and of working at that exceptionally high level. For me it’s the TV and books that people have really taken to which is also great.

Are there any upcoming projects or goals that you are excited about?

The whole point of the ‘From Farm to Foodhall’ campaign is to showcase the Irish families, the Irish people that are fourth generation who work hard every week, every month, every year to produce the food, and it gives him a lot more respect for what they’re actually buying.

How did winning the the San Pellegrino young chef of the year, and of course, being listed on the Forbes 30 under 30, change your career?

It certainly opened up a lot more doors, I don’t know if it sort of changed my career from a path that it was already on. What it did was it accelerated us. And it gave me a lot more sort of opportunities. Like when I won San Pellegrino, I was doing pop ups around Dublin on my days off and in the Greenhouse on Sunday and when I won that I partnered with them to bring my pop up restaurant around the world. And then from the Forbes Under 30 perspective, it’s been great. Having that on the CV certainly opens up

Can you tell me something about yourself that people might not know about you?

I got so bored of running and obviously you must keep in good shape when you’re doing TV work and whatnot, I’ve gone back this year to play Gaelic football after 16 years away in division 10 South Dublin league. It’s funny because of course I was doing the TV shows at the time. I play centre half forward and there were times when the referees would be looking at me kind of funny throughout the match. After the match they would come up to me and say: “Are you that fella who was cooking on RTÉ last night?” ■

avenues to all sorts of new work.

meanz mealz donated to

barnardos breakfast clubs

8

SEEN AND HEARD

M&S launches new phase of Farm to Foodhall campaign Marks and Spencer has recently launched the latest phase of the Farm to Foodhall campaign, with a new ad featuring one of M&S producers, a Co. Dublin based Bakery, featuring head of New Product Development, Susie Hill, and M&S food ambassador, Mark Moriarty.

This campaign captures Moriarty meeting Hill to explore the Dublin product development kitchen and find out just why M&S’ San Francisco Sourdough is a cut above the rest.

The San Francisco Sourdough takes over 30 hours to make.

Hill credits the live starter as the key to the bread’s unique tangy flavour as well as creating the delicious open texture and golden-brown crust. Susie and her team of expert bakers understand the time required to create the perfect dough and so are committed to spend 30 hours on each individual loaf before it is baked fresh in store every day – a process which is exclusive to M&S stores across Ireland.

The Farm to Foodhall campaign highlights just a few of the farmers and producers across Ireland who supply trusted quality Irish food to M&S customers as well as the ongoing work at M&S in expanding upon its existing range of

(L-R) Susie Hill featuring head of New Product Development and Mark Moriarty, celebrity chef and M&S food ambassador, Mark Moriarty

products sourced from Ireland.

Whether it’s top-quality premium meats from Irish farms, dairy products like artisan cheeses, or fresh fruits and vegetables grown on Irish soil, customers can enjoy the very best of what Ireland has to offer, sourced to the highest quality standards of M&S. “We are following on from previous editions,

Vogue Williams returns as campaign ambassador for Heinz and Barnardos partnership Heinz and Barnardos have recently teamed up for the third consecutive year to support vulnerable families in Ireland with the launch of limited-edition ‘Heinz Meanz Mealz’ Beanz three-packs. TV presenter and podcaster, Vogue Williams, returns as campaign ambassador for this partnership.

The iconic Beanz packaging has been given a special makeover, and fans of this mealtime staple can pick up a pack from stores nationwide.

For every pack purchased, Heinz will donate to Barnardos Breakfast Clubs. The children’s charity provides nutritious foods, such as Heinz No Added Sugar Beanz naturally high in protein and fibre - at selected Barnardos centres across Ireland.

This year’s initiative centres around bringing families together around the table and recognising the importance of family mealtimes.

Elaine McCague, head of commercial & marketing, Heinz, said: “We’re very proud to be continuing to support the incredible work of Barnardos in Ireland, and are so excited to relaunch our limited-edition ‘Heinz Meanz Mealz’ three-packs for the third year in a row. Each year our work together deepens as we make long term strides to support thousands of vulnerable families in Ireland.”

Speaking about the ambassadorship, Vogue Williams, said: “I’m so pleased to be working with Heinz and Barnardos once again. It’s so important to bring awareness to the incredible work they deliver in supporting vulnerable families across Ireland.

Together, I hope we can not only raise awareness, but also highlight that a small, tangible act - such as buying a pack of Heinz Beanz – can have a big impact and help support those most vulnerable in our communities. I encourage everyone to get involved and help us make a lasting impact in the lives of these families.”

NEW three-packs of ‘Heinz Meanz Mealz’ Beanz will be available throughout August and September from major retailers such as Dunnes, Tesco, SuperValu and Aldi from today, as well as convenience stores.

RRP €3.59. Prices are at the sole discretion of the retailer.

ShelfLife August 2024 | www.shelflife.ie

where we visited our Dublin based berry supplier, where we source our Irish stem-picked Strawberries as well as our brilliant lamb farmers in County Mayo,” said Eddie Murphy, country director, M&S Ireland and Northern Ireland.

“In this next phase, we’re heading to our sourdough supplier in Co. Dublin as we want to offer our customers quality Irish products, sourced locally.”

This San Francisco Sourdough takes more than 30 hours to make, fermented slowly, and with no artificial ingredients such as commercial yeast providing the very best in freshness and quality for their customers.

“I really enjoyed my time heading down to Susie and the team in the development kitchen,” said Moriarty.

According to Moriarty, seeing firsthand the passion and dedication that goes into producing such high-quality Irish bread gave him so much inspiration to cook at home.

“The M&S San Francisco sourdough is absolutely delicious, and it’s even better knowing that we’re supporting local producers when we shop in store,” he concludes.

CPM’s unique data and insights model boosts sales for clients by up to 25% CPM Ireland uses a sophisticated data and insights model to boost sales, increase market share and margin for clients, doing so with maximum efficiencies and effectiveness.

Part of the international Omnicom Group, CPM analyses their data produced overnight from its world-class datacentre, John Healy, general manager, CPM measuring every aspect of their client sales campaigns – enabling them to intervene, adapt, or change activity to optimise outcomes. Embracing this bespoke approach, clients have enjoyed sales growth, up to 25%.

John Healy, general manager, CPM, said: “Our primary objective is to deliver optimum ROI for our clients by increasing sales. Our data-driven insights enable us to be agile and focused; unlocking potential by ensuring that we are adopting the optimum approach. We know, for example, for one client that 50% of visits make up 80% of the sales – but which 50%? Our intelligence gives us the answers to deploy our teams to sell the right product, to the right person, at the right time, in the right way,” he added.

“Also, by comparing activity and performance across stores we can clearly identify where intervention is needed, what’s working and what can be improved.

Then the real strength of CPM is we have the best people; an experienced, diverse and expert team who work seamlessly across all our services - be that on the phone, face to face or digitally - enabling them to sell faster, smarter, and more efficiently.”

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SEEN AND HEARD

SuperValu and Centra win 116 awards at the Great Taste Awards The success is a testament to both brands commitment to supporting local Irish producers.

SuperValu and Centra excelled at this year’s Great Taste Awards, winning a total of 116 awards – the highest number of award wins among Irish retailers.

The wins mark a significant achievement for both brands with SuperValu receiving 113 awards, while Centra earned 52.

The success is a testament to both brands commitment to supporting local Irish producers, whose dedication, innovation and craftsmanship contribute to the exceptional quality of their products.

Of the 116 winning awards, 74 are proudly Irish, highlighting SuperValu and Centra’s continued commitment to promoting and celebrating local and Irish.

SuperValu’s premium Signature Tastes range picked up 60 awards.

This range is carefully selected for its exceptional quality and all sourced from SuperValu’s trusted partners across the island of Ireland, while the Inspired by Centra range garnered 17 awards, including accolades for Inspired by Centra Cold Pressed Ginger Shot, Inspired by Centra Irish Maple & Honey Bacon Loin and Inspired by Centra Angus Striploin Steak,

SOS Cookies launches a pop-up at Dundrum Town Centre

solidifying its status as Ireland’s leading convenience retailer.

Commening on the 116 awards, Luke Hanlon, interim managing director of SuperValu and Centra, said: “This achievement is a testament to the hard work and dedication of everyone involved with both brands, including our retailers and suppliers, who consistently strive to deliver quality food to our customers nationwide.

“This incredible result of 116 awards celebrates that dedication. A special thank you to our brilliant Irish producers, whose well-deserved recognition from these awards sets SuperValu and Centra apart as two of Ireland’s leading retailers.

For more information of SuperValu and Centra’s awards at the Great Taste Awards visit www.supervalu.ie and www.centra.ie.

Aldi commemorates a quartercentury of success in Ireland with 10 fun facts In 1999, Aldi opened its first stores in Ireland. Now, 25 years and 161 stores later, Aldi is celebrating a quarter of a century in business in Ireland.

To mark the occasion, here are 10 facts to celebrate Aldi’s journey: 1.

SOS Cookies

Sarah O’Sullivan, founder, SOS Cookies

SOS Cookies recently launched a pop-up at Dundrum Town Centre as part of its 2024 growth strategy. The business is making serious ‘dough’ and is currently on track to achieve a 100% growth in annual turnover.

According to the cookie company, the €1 million turnover target for 2024 is firmly in sight with the business outperforming expectations having generated a loyal audience through online marketing tools such as TikTok. Last year the business made 300,000 cookies, which were snapped up online, through stockists and at the brand’s concession in Arnotts.

This year, with a growing desire for personalised corporate orders, the Dundrum Town Centre pop-up and continual consumer engagement, the brand will make 700,000 cookies.

The pop-up at Dundrum Town Centre launched in July and can be found on Level 1 of the mall until the end of summer. Since launching the demand has been unprecedented with sales achieving 50% more than anticipated.

Sarah O’Sullivan, founder of SOS Cookies, said: “Launching in Dundrum Town Centre has been our biggest exercise to date and it has far exceeded our expectations. The customer engagement has been integral, we have been baking cookies around the clock to meet the demand, which has been so exciting! For more information about SOS Cookies, visit: www.soscookies.ie. For the latest news, new product, stockist and pop-up announcements, follow on Instagram, Facebook and TikTok.

ShelfLife August 2024 | www.shelflife.ie

In 1999, Aldi opened its doors for the first time with stores on Parnell Street, Co. Dublin and Westside Retail Park, Co. Cork.

2. On the day Aldi opened its first two stores in Ireland, Westlife’s Flying Without Wings was number one in the Irish singles chart.

3. There is an Aldi store in every country in the Republic of Ireland.

4. In 2005, Aldi launched its award-winning Specially Selected range and partnered with supplier ABP Cahir to bring premium 100% Irish Bord Bia Quality Assured steak to shoppers at affordable prices.

5. Since Aldi first opened in Ireland, the country has had six different Taoisigh – Bertie Ahern, Brian Cowen, Enda Kenny, Leo Varadkar, Micheál Martin and Simon Harris.

6. Aldi employs more than 4,650 people across Ireland.

7. Aldi first sold avocados in April 2012.

8. Since 1999, between sponsorships and charitable donations, Aldi has given back more than €25 million to more than 1,000 charities and local organisations.

9. Aldi opened its 100th store in Ireland in 2013 in Callan, Co. Kilkenny. Hurling legend Henry Shefflin was on hand to cut the ribbon and mark the momentous milestone.

10. Five of the top eight selling products in Aldi’s Kilkenny stores are milk or butter products, a testament to the storied tradition of milk, cheese, butter and cream production in the Marble City and county. ■

Smash Hits on stage at Aldi’s 25-year celebration

16 *

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12

STORE PROFILE

Since 2016, Amar Faraz has revitalised Nearby Harmonstown, driving sales growth and strengthening community ties through strategic rebranding, writes Shauna Bernard

Rebrand sparks business boom Nearby Harmonstown owner, Amar Faraz

N

earby Harmonstown boasts a rich history, serving the local community for more than half a century.

Amar Faraz, the current owner, took the reins in 2016 and has since guided the store through significant changes and saw an opportunity for growth and improvement.

In June 2022, Faraz made a strategic decision to transition the store to the Nearby brand, part of S&W Wholesale. This change was more than just a rebranding effort; it was a comprehensive transformation aimed at better meeting the needs of the community and enhancing the store’s operations.

The store covers an area of around 150 square

metres and under Faraz’s leadership, he has maximised its space efficiently to offer a wide range of products and services.

Renovations and investments When it comes to the physical changes at Nearby Harmonstown, Faraz has focused on strategic updates rather than major renovations. Since taking over the store, he has preserved much of its original structure. This shift required some renovations to meet the new brand standards.

Faraz notes:“The only renovation or changes to the store were done in June 2022 when we changed to the Nearby brand.”

These updates, though not extensive, were essential for the rebranding effort and involved a significant investment to do so. This expenditure ensured that the store’s appearance and operations aligned with Nearby’s requirements, ultimately enhancing the overall shopping experience for customers.

Sales performance Since transitioning to the Nearby brand, Nearby Harmonstown has experienced substantial growth in sales across various categories.

Faraz notes a marked improvement in the store’s overall performance,“The performance and the growth of the store has improved a lot since we changed to Nearby Harmonstown.”

Total sales have surged by approximately 25%, a testament to the positive impact of the brand change.

Breaking down the growth by category, confectionery and drinks have seen an impressive increase of around 30%. The grocery section has also performed well, with sales rising by about 20%.

Additionally, there has been a significant boost in the sales of E-liquid and vapes, which have increased by a remarkable 50%.

Staff and management

Confectionery and Snacks display, Nearby Harmonstown

ShelfLife August 2024 | www.shelflife.ie

Nearby Harmonstown employs a dedicated team of five staff members, comprising three full-time and two part-time employees. This staffing structure ensures that the store operates smoothly and efficiently, catering to the needs of its customers at all times.

Faraz emphasises the importance of maintaining a positive and friendly relationship with his staff.

He explains,“I have a very friendly relationship with all our staff members. When I am working on the

STORE PROFILE

13

shop floor they don’t feel as though I am their boss, instead the relationship is peer-to-peer and friendly which lessens the pressures of work.”

This approach welcomes a collaborative and supportive work environment, where employees feel valued and motivated.

Faraz ensures that his staff are not only productive but also happy and engaged in their roles.

Community involvement Nearby Harmonstown is deeply rooted in its residential community, playing an active role in supporting local events and initiatives.

Faraz highlights the store’s dedication to community engagement, stating,“Our store is in a residential area and it’s a very local community. We always help and sponsor any events that happen in the local area.”

This involvement includes sponsoring local events and activities, which helps to build a strong bond between the store and its customers.

Customer support “We pride ourselves on providing very good customer service to everyone in Nearby Harmonstown,” notes Faraz.

In these challenging times of high inflation, the store goes above and beyond to support its customers.

Faraz explains,“In these difficult times with rising inflation we go above and beyond to help our customers through our in-store value offerings from‘Bring Home The Value’, which is four key offers that change on a three week cycle, to our‘Always On’ deals which promotes your everyday household essentials and more.”

This approach allows Faraz to build a lasting loyalty and good-will within the community. Ensuring that when the locals visit, they will not only get a friendly smile, but also will leave with big value for less.

Nearby’s support Faraz appreciates the valuable support provided by the Nearby brand. He notes,“The team at Nearby and S&W are very helpful, in particular our BDM who regularly visits the store to ensure we are operating well

Costa Coffee at Nearby Harmonstown

and have the lastest deals communicated to our customers effectively. This coupled with the make-up of our agreement with S&W Wholesale which includes no fees, ongoing support from their sales & marketing departments amongst others in the business justifies to us why we are right where we need to be with the Nearby brand overhead and the backing of the S&W Wholesale team as we move forward in years to come.”

This support ensures that Nearby Harmonstown can offer competitive pricing and attractive deals to its customers.

Offering value Confidently, Faraz notes that Nearby Harmonstown provides excellent value, especially during the current cost of living crisis.“We always have loads of offers on different products and these offers change after every three weeks,” he explains.

Additionally, the store features a“Bring Home The Value” offer, where four selected products are priced competitively promoting lasting value throughout the year.“The four offers are always competitive throughout the industry, rivalling that of any of the big-chain

supermarkets,” he adds.

This rotating value offer, updated every three weeks, ensures that customers continuously benefit from competitive pricing and savings on household items and big brand products.

Rising business costs Faraz acknowledges that Nearby Harmonstown has faced increased business and energy costs in recent years. Despite these rising expenses, he notes that the store’s financial performance has remained strong.

“The business running costs and energy costs have increased in the last few years,” he explains.

However, this challenge has been mitigated by a corresponding rise in both sales figures and customer numbers.

“Our sales figures and number of customers coming to the store have increased as well,” he adds.

As a result, the impact of these higher costs has been less significant, allowing the store to continue thriving amidst economic pressures.

Current challenges Despite the ongoing economic pressures, Nearby Harmonstown is navigating its challenges effectively.

The support from the Nearby brand has been a key factor in the store’s current performance growth and success. Faraz describes the Business Development Team from Nearby as“very helpful and cooperative,” which has been crucial in maintaining smooth operations and addressing any issues that arise.

Looking ahead

Amar Faraz, owner, busy at work in Nearby Harmonstown

Faraz acknowledges the progress of Nearby Harmonstown with a sense of accomplishment.“The only thing I will say is I am very happy with my store’s growth and continued support through Nearby & S&W Wholesale.” he notes.

He also highlights the importance of his team and customers in this success, stating,“I have amazing staff and my customers are very nice too.” These remarks emphasise the value of the strong relationships that support the store’s continued success and its role in Harmonstown community. ■ www.shelflife.ie | ShelfLife August 2024

14

CSNA NEWS

CSNA NEWS CSNA NEWS

How to report a crime

GUS O’HARA

National President, CSNA

We would like to remind members the procedures for the most efficient process for reporting a crime or theft within your store. It is very important that you always report a crime no matter how small to ensure that the Gardai have a report of each crime that has happened in your store.

Emergency

Non-Emergency

Online

Hate Crime

Anonymous

If the safety of people or property is at risk, or if there is imminent danger or if there is a crime in progress, call 999 or 122 and ask for Garda.

To report a crime that is not in progess, or to report suspicious activity in your area or for Garda assistance, contact your local station or call in person. Details of local Garda stations can be found at:

To report a theft that has already occured you can use the online declaration for theft of property that is valued at ¤1,000 or less at:

If you are, or have been, the victim or witness to a Hate crime and you do not wish to make a report at a Garda station, you can report it online at:

If you have any information on a crime you want to report and would like to stay anonymous call Garda Confidential Line Freephone at:

Call 999 or 112

www.garda.ie/en/ contact-us

www.garda.ie/en/victim -services/declare-a-theft

www.garda.ie/en/ reportahatecrime/

1800 666 111

HOW TO REPORT A CRIME

Garda National Community Engagement Bureau

CSNA NEWS

CSNA NEWS CSNA NEWS

Stop being a punchbag Surely the time has passed for retailers to reject the constant and ever-increasing demands on their time, resources and money from suppliers, State and Regulatory Bodies?

The Department of Health will presently provide a suggested licence fee (and a separate administration fee) that will accompany the Annual Tobacco and Nicotine inhaling Products licensing system.

It is being suggested that retailers, rather than Re-Turn, or the Department who were authors of the DRS, or even the RVM manufacturers had a responsibility to ensure that disabled, incapacitated and infirm persons wishing to avail of the service would be accommodated by the retailer.

The “take it or leave it” attitude from our legislators who fail to accept the enormous difference between the legal and practical capacities of a 17-year-old working in our stores and an adult employee, yet still recommending that they be paid the same!

The Oireachtas has risen for the summer period, but all elected officials are still working in their constituencies; let them know that your life matters, that your service to the community needs to be respected and that you want them to act as your advocate.

ShelfLife August 2024 | www.shelflife.ie

Department Of Justice to publish amendments to Defamation Act 2009 Retailers will be allowed to claim ‘Qualified privilege’ as a defence The association was invited to attend a briefing in the Department of Justice offices this week to hear in advance of the publication by the Minister for State James Browne TD of amendments to the Defamation Act which have been drawn up to remedy a few ‘gaps’ in the Act. The Association and ISME had previously been involved in discussions with both the Minister and Department officials on the issue of ‘transient retailer defamation’ and were advised that a complainant would need to prove that Serious Harm had occurred from the actions of the retailer, his servants or his agents.

Although the Joint Oireachtas Committee that carried out a PreLegislative Scrutiny of the Heads of

The 112 SMS service lets deaf, hard of hearing and speech-impaired people send an SMS text message to An Garda Síochána. To use the 112 SMS service, you will need to register your mobile phone on www.112.ie

www.garda.ie

Bill had heard from some civil liberty bodies and from some of the representatives of the legal profession that the insertion of a need to prove Serious Harm may cause a disproportionate impact on citizens, the Minister and his officials were reasonably confident that the Attorney General would approve the insertion.

We recently learned that the Attorney General is not satisfied that the ‘Serious Harm’ test would be constitutional as it may be seen as a barrier to access to the Courts for a plaintiff and informed the Department that the defence of ‘Qualified privilege’ was available, once the words spoken were without malice and delivered in a respectful manner.

We advised the Department officials that we would need to consider this change and would revert once we had seen the published Bill this week.

We have asked our insurers to assist us in creating a series of phrases and statements that retailers, their staff and those working as security in the store may use to enjoy the Qualified privilege defence.

Test purchasers in your area Both the HSE’s Environmental Health Service and the Office of the Regulator for the National Lottery, in addition to several Garda Divisions have finalised their plans to carry out “test purchases” using 15, 16 - and 17-year-old minors.

These minors have been instructed that they cannot lie or attempt to deceive the person behind the counter, that if they are asked for I.D. they must say that they don’t have it. If asked their age, they must be truthful, if they are challenged as to whether they are 18, they must say that they are not.

It really isn’t hard to avoid a prosecution if you insist to all of your staff, especially casual, part-time and weekend staff, that they must seek photo I.D. for all Age-restricted products.

This is a very serious matter.

CSNA NEWS

Department of Finance host ‘Risk roundtable’ meeting The meeting hosted by Minister of State Neale Richmond TD was one of a number he intends to host with various stakeholders that are affected by Insurance matters.

This Government, particularly the lead given by Leo Varadkar when he was Minister for Enterprise, saw a lot of reforms and systemic changes - yet despite these very substantial changes, most policyholders in the Liability (Public and Employers) sector are not

seeing reductions in their insurance premiums.

A survey carried out by the Association, by the Alliance for Insurance Reform and by the Licenced Vintners recently found that more than three-quarters of policy holders had not seen a reduction in their premiums, even though a similar figure had not had a claim in the previous five years.

Enough is enough - the statistics clearly show that awards are

reducing significantly, that those going through the resolution process are getting the same level of awards in half the time it takes to go through the court process - the only difference is the fees paid to lawyers and barristers is a tiny fraction in the Resolution Vs Court scenario.

If you have any observations or comments about Insurance and how you are impacted, please let us know.

CSNA NEWS

15

IF YOU WISH TO JOIN THE CSNA, PLEASE CONTACT THE ASSOCIATION ON 045 535050

CSNA NEWS

Burke advocating 9% VAT for hospitality sector Mullingar Minister for Enterprise Peter Burke says he will be pushing strongly at cabinet for a reduction in VAT for hospitality businesses.

Following confirmation that Budget 2025 will be announced on 1 October, Minister Burke said it will be a firmly “pro-small business budget”.

The Mullingar TD reiterated previous comments made to the media after meeting representatives from the CSNA including Sara Orme, who was representing Delvin Daybreak at the meeting.

He said: “Since my appointment 13 weeks ago, there hasn’t been a week where I have not formally or informally sat down with a business owner, whether this be a local café manager, a publican, a hairdresser, a tech giant – as minister for

enterprise, it’s my job to engage with all members of the business community.

“And it’s clear to me that local hospitality businesses are in need of support. They have weathered increased costs now for several years, lower turnover during COVID, followed by inflation since 2022 and regulatory change including increases in minimum wage and employee benefits such as increased entitlements to sick pay.

These changes benefit wider society but there is no doubt that they hit our smallest businesses the hardest.

“As minister, I have committed to stress test any further planned changes before they are implemented, to ensure that they do not damage the viability of SMEs.

“I have also introduced the ‘SME test’ – all government policies, legislation and guidelines must first go through a test to examine how they affect small businesses, before they are agreed by the government.

“A number of government memos containing legislation have already been sent back to their parent departments to assess negative consequences on business.

“We all know small businesses provide the backbone of our local economy and our communities.

They provide 70% of all employment in this state.

Government must recognise that and give support when it is needed.

“My budget submission is almost complete after a number of weeks of work, and it will be shortly submitted to the Dept of Finance and will form the basis of negotiations later in the summer.

“While ultimately, it will be the decision of the minister for finance and the wider cabinet, I will be advocating for a number of changes, both in tax and expenditure, to ensure that Budget 2025 is a firmly pro-small business budget.” ■

INSTANT HYDRATION FOR YOUR SKIN

WITH MOISTURISING VITAMIN E

*Based on NIQ RMS data for the SKINCARE category (Beiersdorf UK Ltd -defined) for the Latest 52 weeks period ending 28/01/24 for the Ireland total scantrack (Copyright © 2023, NIQ)

16

ADVISOR: RECRUITMENT

Generational classification recruitment strategy Noting your candidate’s generation and whether they fall into a Gen X, Millennial or Gen Z category and not just their age, maybe a helpful tool when choosing a candidate for a role, writes Nikki Murran The algorithm on my Instagram knows that I enjoy watching those little reels where they compare certain aspects of people’s lives depending on their Generational classification. You know the ones – Millennials pick up the imaginary phone as though it’s an oldfashioned handset, whereas Gen Z’s swipe across their fictional smartphone screen?

Lately, though, I have been watching more and more skits about Gen X and Gen Z versus Millennials in the workplace and interview scenarios, and whilst some are hilarious – some ring a little too close for comfort.

Generational category I’m not sure when I started noting my candidate’s generation – not their age you understand, but whether they fall into a Gen X, Millennial or Gen Z category, but it has certainly become another tool I use when gaining insights into a candidate’s motivations – a tool I have found particularly helpful in fact.

Now I am not one to cast blanket stereotypes, but I do see certain trends across each generation – each has their own set of values they use to determine if a new company or role is the right fit for them. Ultimately, everyone will have their own preferences, but by understanding more about candidates from 17 to ShelfLife August 2024 | www.shelflife.ie

70 it allows us to understand how to better attract all of them to our retail roles.

Generation break-down Baby Boomers (1946-1964) are generally the most experienced candidates on the market. They bring a wealth of knowledge, experience and stability to any store. Boomers have a reputation for having an incredible work ethic and loyalty. I often notice on many of their CVs they have lovely longevity with their employers, but this can show me that they are slow to leave their current job, so may be harder to attract.

Boomers tend to value stability and tangible benefits like a steady salary, healthcare, and pension.

They tend to look for roles where there is a clear structure, and often they prefer cultures with more formalized processes and where face-to-face communication is the most used channel.

If your candidate is a boomber, your best chance of securing them is an in-person meeting, where you go through the package, run through some of the company structure and processes, and perhaps a quick meet and greet with some of your long-standing store staff as they are leaving the interview. This process should line up well with their values.

Generation X (1965-1980) are

usually fantastically resilient and pragmatic. This generation tends to be known for their independence and ability to work independently. It usually follows so, that they lean into roles where they can have a level of autonomy and responsibility.

Gen X often presents as valuing career growth and development opportunities and will seek out roles where there are clear progression paths outlined for them. They are happy working in a tech-savvy space and expect their role to be supported by modern technology. They also have a high value placed on work-life balance, flexibility and family-friendly supports.

If your candidate is a Gen X, your best approach is to spend some time-sharing success stories from your current staff and their career trajectory. You should also

NIKKI MURRAN Director, Grocery Retail Recruitment, Excel Recruitment www.excelrecruitment.com

outline the level of responsibility in the role and how that responsibility could have the chance to grow with time. I would also recommend highlighting any flexibility the contract offers, such as weekends or evenings off or going through the potential shift pattern.

Millennials (1981-1996) tend to prioritise meaningful work, and really seek out companies and cultures that align with their own values. They are often classified as being highly ambitious, not just for their own career but for any project they are responsible for. They have also a reputation for working well collaboratively.

Millennials expect seamless digital experiences in their jobs, and support from their employer to avail of continuous learning and upskilling throughout their career.

ADVISOR: RECRUITMENT

Millennials usually expect their company to have a strong moral compass, a solid culture and be socially responsible. Millennials tend to appreciate feedback, recognition and acknowledgment on an ongoing basis.

When engaging with a Millennial candidate I would certainly look for opportunities to showcase your company’s culture, and ideally discuss any mentorship programmes where they would get ongoing feedback on their work.

Millennials, like Gen X, tend to appreciate flexibility, so it might be a good idea to touch on this in interview stage here also.

Generation Z (1996 – 2012) are our most recent entrants into the market. The tend to be more adaptable than other generations when it comes to new technology, new systems and new ways of work and are thought to be the most creative of the generations.

Gen Z candidates generally look for more freedom to allow them to

be innovative and like to be given the opportunity to multi-task.

They often place enormous value on a company’s contribution to society, and their openness to diversity and inclusiveness. Gen Zs tend to lean into social media where possible and respond positively to companies with a positive social media presence.

They also, often seek roles where rapid career progression is available and mentorship is offered.

For a Gen Z candidate, you might find success through a company introduction which outlines your company’s inclusiveness, diverseness and corporate responsibility. When explain the role it would be worthwhile highlighting any opportunities for creativity such as displays, or perhaps links to social media, such as running the store’s Facebook or Instagram page.

Some final pointers to note While some of this categorisation

17

“Millennials (1981-1996) tend to prioritise meaningful work, and really seek out companies and cultures that align with their own values.

They are often classified as being highly ambitious, not just for their own career but for any project they are responsible for. They have also a reputation for working well collaboratively.” may prove useful, it is imperative not to allow stereotypes to determine your hiring process.

Plenty of candidates I have met do not align at all with their generation as they are shaped, for example, by their parents’ values instead of their peers.

From assessing each of these generations, it’s clear that there are some common themes worth

outlining in all your interviews as they seem to cross all today’s candidates. All groups placed a high value on flexibility, all cited continuous learning and career growth as an important value and, regardless of generation, a company’s inclusiveness and diversity has become more of a factor as candidates consider their options in today’s market. ■

www.shelflife.ie | ShelfLife August 2024

18

STORE PROFILE

Sun, sea and SPAR

Aisling Leacy, owner and manager of SPAR Kilmuckridge pictured outside her store

Following her busiest trading week to date Aisling Leacy, owner and manager of SPAR Kilmuckridge talks to Donna Ahern about why she felt that her partnership with “the iconic international brand” SPAR would be a great fit for the store’s location and customer base

A

isling Leacy, owner and manager, SPAR Kilmuckridge, took over the lease of the family’s premises, situated in the picturesque seacoast village in Co. Wexford, just over two years ago.

Aisling, who has a degree in Accounting and Finance, originally cut her teeth in the industry by working as an area manager and, when combined with the experience of growing up with entrepreneurial parents, owning her own business was“definitely something that was going to happen eventually”.

Today Aisling proudly oversees the day to day running of the 4,200 sq ft store managing a loyal staff of 20, including her sister and assistant manager Melanie who manages the off licence, and is“brilliant at keeping up with trends and any new products.”

Local community As a local store in the heart of the Wexford village of Kilmuckridge, this state-of-the-art SPAR store is an integral part of the local community.

Speaking with ShelfLife she says,“Since we opened our doors in September 2022, we have been

“Since we opened our doors in September 2022, we have been overwhelmed at the level of support from the local community.”

Deli counter, SPAR Kilmuckridge

ShelfLife August 2024 | www.shelflife.ie

overwhelmed at the level of support from the local community. We have seen steady growth throughout our first two years trading. Due to the seasonal nature of the village, the summer months are our most profitable due to the influx of tourists, both day trippers and holiday makers,” she says.

Kilmuckridge boasts number of historical sites that attract a regular influx of visitors. Also, the local beaches are a tourism attraction of the area, part of a long stretch of unbroken sandy beach that connects Cahore to Raven Point.

Morriscastle, the largest beach, is used by swimmers, walkers, horse riders and anglers, and is the focal point for a cluster of holiday home

STORE PROFILE

19

developments, caravan parks and camp sites, to accommodate the influx of tourists during the busy summer months.

At the time of the interview, Aisling was coming off the busiest week of trading since she opened the store.

“The weeks surrounding the August Bank Holiday are proving to be the busiest weeks of the year due to the increased footfall. This year we are delighted to have achieved double digit growth on same period last year, resulting in our best trading week so far,” she gushes.

Renovations The site on which SPAR Kilmuckridge sits had been vacant for the past number of years before Aisling took on the task of breathing new life into the premises.

With the change came a significant overhaul of the store’s infrastructure. Aisling says that she had to gut the entire building and start from scratch again, which entailed a full refurbishment, from floor to ceiling, fireproofing and the installation of new refrigeration units.

“We began renovations to the store in April 2022.

As the premises had been vacant for quite some time, the extensive work took almost six months to complete. In additional to personal investment, we received significant support from the BWG Development team to complete these works and bring our store up to the current SPAR spec and standard,” she explains.

“One of the main focuses of the renovations was to showcase our fresh food offering, in terms of our Deli and Butchery departments and our extensive off license area. I am particularly proud of how these areas turned out and could not be happier with the overall finished look of the store.”

Supporting local In addition to supporting local clubs, schools and community groups through fund raising, donations and raffle prizes, Aisling also feels that it is very important to support the local community through stocking local produce.

“We stock potatoes and strawberries from local Wexford farmers. One product I am particularly

‘At your service’, SPAR Kilmuckridge

Off-licence, SPAR Kilmuckridge

proud to stock is Little Honey House Honey, which is made by Adrian and his nine-year-old son Noah only a few kilometers from our store and is a firm favourite amongst our customers,” she says.

BWG partnership Support from the stores symbol group is integral to the business’ success.

“I decided to partner with BWG as I felt the iconic international SPAR brand would be a great fit for the store’s location and customer base. From my very first meeting, I knew I had made the right choice,” Aisling says.

“The level of support I have received from SPAR

and BWG, from our first on site meeting to right up until today, has been invaluable to both myself and the success of the business. Knowing my Retail Operations Advisor, John Dobbs, the fresh food department and the extended BWG team are always on the other end of the phone to answer any questions and queries I may have offers great peace of mind.

“I also find the Retailer Extranet to be a fantastic resource, where I can find get all the information, I need regarding staff training and HR as well as utilising the fresh food guides and builds to ensure we keep our offering fresh and up to date,” she concludes. ■

“This year we are delighted to have achieved double digit growth on same period last year, resulting in our best trading week so far.”

Groceries, SPAR Kilmuckridge

www.shelflife.ie | ShelfLife August 2024

20 ADVISOR: HR

Gender Pay Gap reporting In 2023 the Gender Pay Gap Information Act 2021 introduced the legislative basis for gender pay gap reporting in Ireland. The Gender Pay Gap is the difference between the average hourly wage between men and women in the workforce, writes Caroline Reidy

It is important to note that‘Equal pay’ is a different issue which is about the prohibition of pay differences between men and women for“like work,” “work of equal value” or“work rated as equivalent.” Such differences are not permitted under Irish law and this requirement is something that Irish employers already must address.

The issue of “Equal Pay” is connected to the Gender Pay Gap issue.

Therefore, it is possible that, even if an employer does not have an equal pay issue, a gender pay gap may still exist, for example if the majority of lower paid roles are filled by women. Gender Pay in Ireland is a crucial step towards addressing pay inequality between men and women.

Reporting requirements At present, companies with 150 or more employees are asked to report on their gender pay gap. The Act widens the scope to employers with 50 or more employees by 2025. All relevant companies are required to select a‘snapshot’ date in the month of June. Their reporting will be based on the employees they have on that date. The companies then have six months to prepare their calculations before reporting six months later, by the end of December. It is intended that from 2025 the reporting date will change to five months from the June snapshot date. This means that ShelfLife August 2024 | www.shelflife.ie

mandated organisations will report on their Gender Pay Gap in November 2025.

What needs to be disclosed?

The Gender Pay Gap Reporting legislation requires employers to disclose statistics on pay differences between male and female employees across a range of elements, including hourly pay and bonus. Data must also be reported on differences between male and female employees across a range of working arrangements, including part-time employees and those on temporary contracts.

Disclosure is required on the following: • The proportion of male and female employees who receive benefits in kind and bonuses.

• The number of male and female employees across four pay bands.

• A possible requirement to publish differences in pay by reference to job classification.

Where is it reported?

All required information relating to gender pay gap must be published on the employer’s website or in another way that is accessible to all its employees and to the public. Employers are required to ensure that their gender pay gap report remains available and accessible for not less than three years from the date of publication or on which they were made available. It is expected that an online portal will be available in the future.

What are the key points for employers to ensure they are fully compliant?

1. Understand what is required to be reported and ensure that systems are in place which can easily produce the statistical data for publication.

2. Calculate your gender pay gap now to identify any equal pay risks or other systemic issues giving rise to the gap before it must be published.

3. Identify additional numbers, initiatives and plans to address the gap which you would like to disclose that can provide supporting information.

4. Use the data and analytics to understand the root causes or why certain groups of staff are especially affected.

5. Begin to craft the narrative of your disclosure and develop your communication plan.

This could include sharing and discussing the data internally before going public.

How do I address Gender Pay Gap issues?

The company must set out in their reporting, its opinion as to the reasons why a gender pay gap exists and the measures that are being taken or that are proposed to be taken to eliminate or reduce the gender pay gap. It is important to understand that there may be varying factors that have influenced your figures such as historical changes, patterns of progression or industry sector. It is also important that your response to any gender pay gaps is proactive and demonstrates positive changes. In reviewing any gaps, companies may

CAROLINE REIDY Managing director The HR Suite If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact The HR Suite’s office on (066)7102887 or email info@thehrsuite.com.

need to revisit the organisations policies and practices in the relevant areas such as recruitment, retention, diversity & inclusion, and remuneration.

Non-compliance A company employee would have the option to take a case against their employer in the WRC in respect of noncompliance with the Act. It does not provide for compensation for the employee or for a fine to be imposed on the company however an order can be imposed on the employer to take a specified course of action to comply with the Act. All decisions are published and will include the names of the employer and the employee.

If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact our office on (066)7102887 or email us at info@thehrsuite. com. For more information visit https://thehrsuite.com or read our blog. ■

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22

COVER INTERVIEW

Growth through quality and innovation Morgan Lee, Market Manager, Imperial Brands John Player Ireland talks to Donna Ahern about how the business needs to constantly innovate to react to its consumer’s needs. On top of launching JPS Cool Fusion, in mid-June, Imperial Brands John Player is set to introduce Rizla Classic Combi to the market Morgan Lee, Market Manager, Imperial Brands John Player Ireland is the youngest of three brothers from a small village in the middle of County Offaly. His parents are farmers so he was“out working from morning to night on the farm from as far back” as he can remember. Speaking with ShelfLife, Morgan Lee says that like all farmers’ children he was no stranger to hard work!

Lee joined Imperial Brands John Player in 2005 after spending some time travelling and working in Australia and New Zealand with his wife, Emma. When he returned to Ireland, he was appointed as a relief rep for Imperial Brands John Player covering various parts of Ireland.

He says:“This really gave me a taste for what our company values were all about. While I covered for numerous different sales reps’ territories throughout Ireland at the time, all areas held the same consistent high standards,” he adds.

“In addition, I also got to know and understand retailers from all over Ireland and learned firsthand what their expectation is of a real trade partnership. This is something that I have carried forward throughout my career.”

Vast experience Over the past 19 years in Imperial Brands John Player Lee has held numerous commercial roles from rep to area sales manager to head of sales and key accounts, then ultimately being appointed as Ireland market manager in 2019.

“Each role was a learning path, and that constant learning continues for me every day.You can never learn too much particularly from other people and that is something I strongly encourage right throughout our business,” he explains.

Market share growth Morgan Lee, Market Manager, Imperial Brands John Player

ShelfLife August 2024 | www.shelflife.ie

Lee says that he is proud of how Imperial Brands John Player brands have grown over the past few years. Despite the challenges of a dark market and a high excise environment

COVER INTERVIEW

Despite the challenges of a dark market and a high excise environment Imperial Brands John Player has managed to grow its total share of market by over 2.5% in recent years.

Imperial Brands John Player has managed to grow its total share of market by over 2.5% in recent years.

“We continue to grow JPS share year on year through quality and innovation but also with a trade engagement and advocacy programme to match. I am obviously very happy with how JPS has performed but we also have a couple of unsung heroes in our portfolio,” he notes.

“Rizla, for example, as one of our global flagship brands, has a total market share of 95% in Ireland and is a brand that we are constantly reviewing to ensure we are meeting the ever-changing needs of our customers and consumers.

We are just now launching Rizla Classic Combi to again meet those evolving needs because we listen to what our consumers want from the portfolio,” he adds.

EU Tobacco Products Directive Lee noted that the company works in a highly regulated sector and there will be more regulation in the coming years as a new EU Tobacco Products Directive is on its way.

“Part of what has made our business great is how resilient we have been over the years, and this has been driven through our determination to succeed but by also listening to our customers and consumers and bringing products to market that are relevant,” he says.“This strategy will continue, and we will also look to see what other opportunities there are across several channels from tobacco, to vape, tobacco accessories like Rizla, etc. over the short, medium and longer term. We can never stand still, by embracing all opportunities I see us continue to drive our business forward over the coming years.”

Tobacco Free Ireland

Valuable lessons

Successive Irish Governments have been very clear that they have a target for a Tobacco Free Ireland. In the past, they have used this day to announce a new tobacco restriction with this year being no different. However, a balance must be struck between overregulating a sector so much that consumers are driven to the black market or only purchase their tobacco products abroad.

“It is quite shocking that Revenue’s own figures for 2023 show that 34% of cigarettes smoked in Ireland were either smuggled or brought in from overseas - so-called NIDP (Non Irish Duty Paid),” Lee highlights.

“That makes NIDP the second biggest cigarette supplier in Ireland! We really need Government to consider the impact of their laws and taxes on tobacco. I mean, in the last week of July alone, nearly five million cigarettes were seized

by Revenue in Cork and a further 10 million were seized in Rosslare.”

“When I took over as market manager in 2019, I worked to remove any element of hierarchy in our business. I believe that this has allowed every one of my colleagues the freedom to grow and to be their best selves in their professional lives”.

He highlights that he has learned so many valuable lessons over the past 19 years that it is difficult to pinpoint just one area.“I have mentioned already how we always try to‘Start with the Consumer’ which, although sounding obvious, is often easy to overlook when bringing a new product to market. At the end of the day, without consumers, we don’t have a business so the importance of staying on trend and meeting the consumers’ needs is what drives us forward every day,” he says.

“Another, and perhaps one of my main learnings, has been to surround myself with brilliant people. No single individual can run a business like ours, it takes many, many people, working in collaboration, to really build a sustainable business. I am very lucky that our team here in Imperial Brands John Player are excellent at what they do and have a work ethic that is second to none,” Lee concludes.

Rizla Classic Combi Pack will launch on Monday 2 September 2024, selling at a recommended retail price of €2. ■

Vaping In relation to vaping Lee highlights that – what is urgently required is a step-up in enforcement rather than more regulation.

“There is no point in government passing laws and then not enforcing them. There are far too many non-compliant vapes for sale in Ireland,” he says.

“All vapes must have dual language health warnings but how many outlets sell English only health warnings? Why aren’t the authorities removing these products from stores?

It is very frustrating as we will always comply with the regulations and then we see widespread flouting of the law by others.”

23

Part of what has made our business great is how resilient we have been over the years...

Rizla Classic Combi Lee highlights that Imperial Brands John Player is a “massively” ambitious business and new product development (NPD) is obviously part of that.

“I believe that this is what makes us the business we are today. We always try to‘Start with the Consumer’ in mind and build from there. Any NPD [New product development] we launch in the Irish market is thoroughly researched to ensure that we are meeting the needs of our customer and consumer base. Rizla Classic Combi is no different,” he explains.

“We need to constantly innovate to react to our consumer’s needs. This is what we did with the launch of JPS Cool Fusion in June, to ensure the everchanging needs and to provide choice for the Irish adult tobacco consumer.

We are now launching Rizla Classic Combi, this exciting launch builds on the already hugely successful Rizla brand and with the launch we aim to meet the needs of a growing number of consumers that want unbleached brown paper.

Rizla Classic Combi gives a more natural and authentic feel while offering the convenience of paper and tips together.”

Morgan Lee, Market Manager, at the Imperial Brands John Player Ireland HQ www.shelflife.ie | ShelfLife August 2024

24 ADVISOR: MARKETING

Packaging needs its day in the sun Implementing the 4’Ps (product, price, place, and promotion) in to your marketing strategy is key to running a successful campaign.

Colin Gordon reports One of the most fundamental, complex and misunderstood elements of the marketing mix the 4P’s - is the packaging element of product. For consumer goods companies, if it’s done right, packaging protects the product, communicates the products attributes, carries the brand, and prompts purchase. But environmental rules and production practices make the choice of materials used and the form of the package very convoluted and often give rise to a series of compromises or even contradictions - multi material packaging makes recycling difficult or hard to understand if you’re a consumer, some forms of the same brand/product come in different packaging with some capable (for instance) of being heated, some not.

The right thing?

Consumers don’t understand why certain things have to be done and others not. We now have tethered caps, deposit return schemes, carton packs (for beverages or soups for instance) that can’t be recycled as board, almost no recycling process capability in Ireland but we all use the ‘Green bins’ and bottle bins where we carefully separate green, clear and brown glass (for it all to be dumped into the same ship and sent overseas). Research I’ve been involved in conducting in The Netherlands shows how confused consumers are about doing ‘the right thing’ for sustainability, and they live in one of the most sophisticated countries in terms of environmental practices! What chance do we have?

And then you have primary and secondary packaging with shelfready requirements from the trade and litter cases. Does today’s marketer really understand the role each plays and the consumer/trade behaviour towards each? Or do they assume it is what is and just crack on?

Ticking time bomb But let’s back up a moment! I’ve thrown the 4P’s ‘bomb’ into the discussion right from the outset and I’m not sure if today’s marketers fully accept the very concept of the balance between product (including packaging), place (including shelf positioning, ShelfLife August 2024 | www.shelflife.ie

adjacencies, weighted distribution, etc), promotion (including not limited advertising) and price (that is strategic and tactical pricing, value propositioning and trade pricing): the 4P’s.

Experience tells me that in many grocery categories packaging developments can be much more powerful and long lasting than say promotions. Yet promotions are exciting and quick to implement; they gain talk ability and can have useful (albeit short term) results.

But do marketers have the time and bandwidth to experiment with what the balance of the 4P’s should be for their business, their brand.

Packaging is as important as the other elements of the marketing mix. Good packaging helps instill a perception of value which can be an aid to price. It can help brand promotion through clever imagery on the primary pack. It can aid the product itself by for instance lengthening product quality and life. If the trade pack is correctly sized it can aid trade purchasing (often a smaller outer can help a new product be sold in as it’s ‘cheaper’ on a per purchase basis).

COLIN GORDON Marketing Expert

This article points the sunlight on packaging and how intertwined it can be with the overall brand proposition and offering. The point here is that we have to think about the whole proposition and we need to be comfortable with how that proposition is created and can be enhanced if we want to be the very best we can be as marketers. That means knowing how the factory, the distribution system, the sales order process and the consumer behaviour pieces all can be put to best effect to drive the brand’s potential. ■

Symbol Groups CATEGORY FOCUS

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Status symbol

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Healthy Family Foods

For retailers, deciding which symbol group to partner up with can be a complicated decision, encompassing a range of factors influenced by the needs of their local community, Donna Ahern looks at Ireland’s leading symbol group brands

Symbol Groups

Symbol groups are essential to the success of Ireland’s convenience sector, partnering with independent retailers to deliver high standards and innovative food concepts.

Choosing the right symbol group involves considering location, wholesalers, suppliers & more.

Speaking with ShelfLife, Tara Buckley, director general, RGDATA, noted that the advent of symbol groups has been one of the key factors in the ongoing success of the Ireland’s independent retail grocery sector.

“We have a long tradition of highly successful and entrepreneurial families running food and convenience shops and supermarkets in every town and village in the country. They are renowned throughout the world as top-class food retailers and take on and beat the best multiple retailers in the world every day,” she says.

“Being a member of a symbol group allows the independent retailer to benefit from the group buying and marketing activities and still have a very hands-on approach to the running of their store. This ensures they have well stocked stores that are competitive on price and range. The added bonus is that the stores are run by an individual or family that is actively invested in their community and focussed on running an amazing, locally focussed store with the best customer

attention and service,” she adds.

“The retail grocery and convenience sector is a fast moving, tough and extremely competitive marketplace so being part of a group is like being part of a trade association – its better together.”

Own label ranges Retail symbol groups are renowned for the delivery of their high-quality own label brands at a fraction of the cost to grocery shoppers.

According to the latest data from Kantar, take-home grocery sales in Ireland increased by 6.6% in the four weeks to 7 July 2024 The research showed that grocery price inflation is driving value sales growth rather than increased purchasing. There was an increase in shopping frequency in July, up 3.2%.

Grocery inflation in the 12 weeks to 7 July 2024 stands at 2.6%, a small increase of 0.14 ppts over last month but the first time that inflation has risen after a consistent 15-month decline.

“Although there has been a slight increase in inflation, it’s still the lowest level we’ve seen since March 2022 and down 11.8 ppts compared to July 2023,” said Emer Healy, business development director, Kantar.

Healy explains that shoppers in Ireland

remain on the lookout for value deals in the market with more than 25% of value sales on promotion.

“With retailers keen to push their own label products, we’ve seen strong sales this period with shoppers spending an additional €67.8 million year-on-year and total market growth of 4.5% on these ranges.”

Premium own label ranges performed strongly as shoppers spent an additional €15.5 million on these lines, growth of 10.8% compared to this time last year.

Grocery retailer managers dedication In an increasingly competitive market, the role of the store manager has become key to a store’s success.

Ireland’s grocery retail industry recently gathered at Dublin’s Royal Marine Hotel, for the 2024 ShelfLife Grocery Management Awards to honour the grocery retail industry’s finest management and more.

Addressing the attendees, John McDonald, publisher, ShelfLife, congratulated all the finalists and winners at this year’s awards.

“This national awards scheme has reaffirmed the quality and dedication of retail grocery managers across the country.”

www.shelflife.ie | ShelfLife August 2024

Symbol Groups

Healthy Family Foods

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26 CATEGORY FOCUS Symbol Groups

SPAR Fact file: Number of stores nationwide: 400+ Typical store size: varies Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722 Wholesale partner: BWG Foods Type of distribution network: BWG National Distribution Centre (NDC) servicing fresh, ambient and alcohol to all SPAR stores nationwide Website: www.spar.ie Social Media: • @SPARIreland on Facebook • @SPAR_Ireland on Instagram • @SPARIreland on X • @sparireland on TikTok Tagline: ‘Under the Tree at SPAR’

Q&A with…

Colin Donnelly, SPAR sales director

This is achieved by guaranteeing that all SPAR retailers have the most innovative retail foodservice offering in the market through a wide array of concepts to choose from. In this regard, the BWG Fresh Food Solutions team helps ensure that our retailers are trendsetters when it comes to Retail Foodservice. For example, SPAR Deli has consistently been a stand-out offering for customers who are used to purchasing only the finest quality fresh food, either food-to-go or food to buy and consume in-store. Through the Food Solutions team SPAR retailers are able to constantly change to meet (and even pre-empt) consumer trends that help attract and retain customers.

SPAR also offers great Value through the SPAR Own Brand Range, which allows customers to save up to 33% versus branded equivalents in stores. SPAR is also adept at maintaining a strong presence at local and national level through our award-winning social media and advertising campaigns as well as our established record of working with relevant and influential Brand Ambassadors, such as Kellie Harrington, Rhasidat Adeleke and Israel Olatunde.

Standing out Colin Donnelly

Industry trends SPAR’s elevated position within the grocery convenience retail industry is one driven by a rich heritage in food and beverage innovation built up over many years. It is a brand renowned for innovation, as well as for exceptional customer choice, magnificent customer service and a nationwide network of independent and entrepreneurial retailers. The raison d’être of the wider SPAR team is to ensure our retailers are exposed to the newest trends and, in fact, stay ahead of those trends to better serve the needs and wants of their customers.

SPAR is a well-recognised and much-loved brand and is the face of many family businesses right around the country. SPAR retailers are the lifeblood for many of the communities in which they are embedded, and, in turn, SPAR has always been committed to providing its retailers – and by definition their customers and those aforementioned communities – with the very best.

In essence, setting standards and driving innovation are pillars of the SPAR offering, which is why from a customer perspective, SPAR is a recognised leader and stands out from the crowd.

Public and brand awareness A perfect example of how our campaigns resonate with the public is the wonderful year of celebrations for SPAR’s 60th anniversary

last year, where we engaged with both retailers and consumers through various campaigns. We awarded a total of €60,000 to local groups via the SPAR Community Fund and this was complemented by outdoor advertising and shopper giveaways as well as retailer events such as hiking in the Comeragh mountains and tree planting in Balllymacarbery, Co Waterford with the Tree Council of Ireland.

SPAR store interior

Showing support SPAR retailers really understand that we are in this together and that we (SPAR) are there to support them on their journey with whatever they need. True partnership can only be based on mutual respect and two-way communication, which is the foundation for our strong relationship.

Sustainability credentials BWG were the first FMCG group in Ireland to launch a fleet of CNG vehicles as part of our sustainability plan. Since then, SPAR and BWG now boast 30 biogas vehicles currently in operation across the network and in early 2023 we introduced three electric vehicles to the fleet. From an energy perspective, we continue to promote responsible energy consumption and encourage and support retailers in installing solar panels, purchase of electricity through our Affinity Programme and implementation of Next Generation Refrigeration. These initiatives aim to improve efficiency and reduce our overall carbon footprint associated with energy. We now have 24 SPAR Stores signed up to Too Good To Good within Ireland.

SPAR store interior SPAR store exterior

ShelfLife August 2024 | www.shelflife.ie

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Fact file:

Symbol Groups

Londis

Healthy Family Foods

28 CATEGORY FOCUS Symbol Groups

Number of stores nationwide: 150 Sales director: Conor Hayes Typical store size: Varies Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722 Wholesale partner: BWG Foods Type of distribution network: BWG National Distribution Centre, (NDC) servicing fresh, ambient and alcohol to all Londis stores nationwide Website: www.londis.ie Social Media: • @LondisIreland on X, Instagram and Facebook Tagline: Local like you

Q&A with…

Conor Hayes, Londis sales director Conor Hayes

Innovative approach Londis is renowned for its strong community ties and innovative approach which enables us to continually evolve to help retailers attract and retain customers. This is backed up by investment in creating a welcoming and convenient in-store experience, which customers can see in the new store layouts launched last year. The brand’s response to customer trends, particularly in health and wellness, is also highlighted by the Fresh Solutions team’s work on new concepts designed to provide convenient food options aligning with people’s busy lifestyles.

Workshops Londis cares about its retailers and their customers. That’s something our retailers appreciate from their very first engagement with us. We want to work with them and work tirelessly to do what we can to support them.

For example, in recent months we have hosted a Profitability Workshop where we brought all Londis retailers together and worked with them on how best to maximise their profitability. As part of this Workshop we looked closely at elements such as Overheads; Outgoings; What Grants are Available.

We also held a Maximise Your Business Workshop where we focused on areas such as; Own Brand and House Brands; How to be better at Social Media; Planograms and Retailer Benefit Programme; IT and maximising your Epos System and How to Maximise Off Licence.

The brand’s long heritage is a testament to its reputation for trustworthiness. Our strategic focus and investments in relation to store design, customer trends, product range and rewards have enabled Londis to maintain its strong position in the retail industry.

Londis’s commitment to its retailers and

ShelfLife August 2024 | www.shelflife.ie

Londis store interior

customers is further highlighted by its fresh food-to-go offerings, such as premium ‘Bakery Breads’.

Staying connected Beyond the widespread support from our retailers of local sports clubs, community initiatives and local charities, we have effectively leveraged our dynamic marketing and sponsorship programmes to connect with the general public and drive brand awareness.

The sponsorship of Ireland’s Fittest Family positions Londis as a supporter of health and family values, which aligns perfectly with the brand’s core values. The interactive and experiential marketing through Davy’s Fittest Superstars in-store competition has also created a deeper connection with the public.

Our partnership with the Irish Hospice Foundation showcases our commitment to giving back to the community. The ability to integrate the charity into campaigns, such as Davy’s Fittest Superstars, has allowed Londis to enhance consumer trust, loyalty, and overall brand perception, contributing to the brand’s continued success in the competitive retail market.

These marketing and sponsorship initiatives have also been recognised with awards, including the ‘Best TV Broadcast Sponsorship’ at the Irish Sponsorship Awards in 2022 and 2023, and the ‘Best Collaborative Sponsorship with Core Media’ at the Sockies Awards, further validating the effectiveness of Londis’s strategies in connecting with the public and driving brand awareness.

Showing support Londis Ireland provides robust support to

Londis store exterior

retailers through a range of different resources and teams. These include our experienced Retail Development Managers (RDMs) who are spread across the country, working closely with retailers to make sure they’re wellequipped to meet the needs of their customers, while maximising profitability and protecting margins in a challenging operating environment. There is also the National Council of Londis Retailers (NCLR) who provide strong guidance along with comprehensive support from the wider BWG organisation, including Deli Workshops from the BWG Food Solutions team, business development, operations guidance, marketing and social media support. The support for retailers also extends to the digital space with e-commerce platforms like ShopLink and the BWG Digital app, which are used to keep retailers informed and engaged.

Sustainability credentials The brand has been proactive in aligning its operations with sustainable practices, reflecting a commitment to responsible retailing that resonates with both consumers and industry trends.

The strategy encompasses various initiatives such as facilitating deliveries on one of the most sustainable fleets in the industry, as well as helping our retailers install solar panels and Next Generation Refrigeration through our Affinity Schemes.

Proactive promotions Londis has been proactive in ensuring it delivers strong promotions for its retailers, working closely with its trading and promotions team. The brand engages in collaborative planning, inviting retailers to participate in the review of promotions for future cycles. This approach allows for a datadriven strategy, using insights to influence the effectiveness of promotions. Londis also ensures strong marketing communications in stores, with handbills and point-of-sale materials for each promotional cycle. These promotions are further amplified through national advertising on TV, radio, and social media platforms, ensuring widespread visibility and engagement.

Local Stores, Local Communities, National Impact

ng ori ily s n m spo st Fa y l e ud itt Pro d’s F n la Ire

We want you to be a part of this journey, so contact Sean Lavin to learn more about Londis and our new era of retail.

SHOPPER FIRST APPROACH

OUR PEOPLE AT OUR CORE

RETAILER PROFITABILITY

DRIVING INNOVATION

SEAN LAVIN

www.londis.ie

HEAD OF SALES TEL: 086 254 1230 EMAIL: slavin@bwg.ie

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Symbol Groups

MACE

Healthy Family Foods

30 CATEGORY FOCUS Symbol Groups

Name of group: MACE Number of stores nationwide: 150 Typical store size: Varies Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722 Wholesale partner: BWG Foods Type of distribution network: BWG National Distribution Centre, (NDC) servicing fresh, ambient and alcohol to all MACE stores nationwide Website: www.mace.ie Social media: • Facebook: MACEIreland • Instagram: mace_ireland • Tik Tok: mace_ireland • Youtube: @maceireland8951 • X: @MACEIreland

Q&A with…

MACE Beaumont’s interior

MACE Beaumont’s interior

partnership’s potential having created highly engaging and relevant advertising, digital and in-store content throughout multiple back-toback campaigns.

Building on the success of this campaign, we’ve invested €1 million in a new marketing campaign for 2024.

Offering support

Keith Crawford, MACE sales director Keith Crawford

Modern and agile MACE invests significant time and resources in consumer research to understand the demographics of our shopper base, along with their specific wants, needs and expectations.

Our range and brand proposition are deeply reflective of these insights, giving us a market position that is seen as both modern and agile.

Underpinning this is our MACE Retail Council which is a representative group of our wider retail network, working with BWG to ensure the MACE brand and retailers businesses continue to deliver stronger performance, year after year.

Standing out MACE has a clear advantage over competitors when it comes to customer service and how its retailers and store staff are perceived by shoppers.

This has been the foundation of the MACE brand position of “going the extra smile”. In addition to all of that, we have invested significantly in the MACE brand with various headline initiatives over the last number of years, including our close partnership with former Irish rugby captain, Johnny Sexton, which helped to catapult MACE to the forefront of the public consciousness.

The success of MACE is built upon a model of genuine partnership between BWG Foods and retailers where mutual benefit is a key principle.

Driving the MACE Excellence Standards Programme is a key focus for the team. This programme provides a framework for best practice retail operating standards at store level. It focuses on everything from shop-floor standards, value projection and customer service to financial control.

Additionally, retailers are fully supported by the BWG Fresh Solutions team, the BWG Alcohol Advisory team as well as the Group’s leading coffee partners.

Improving sustainability MACE’s partnership with Stop Food Waste, promoting the idea that “food is too good to waste”, has been a powerful mechanism for influencing positive changes at shopper level.

From an operations perspective, the MACE team has worked very hard to implement a wide variety of impactful initiatives aimed at improving the sustainability of our retail

Brand awareness MACE has had a very strong run from a marketing and sponsorship perspective, and we intend to build on this going forward with even more compelling campaigns.

Our partnership with brand ambassador Johnny Sexton, since 2018, has been a massive success for all.

MACE maximised every ounce of the

ShelfLife August 2024 | www.shelflife.ie

MACE Beaumont exterior

network, with further exciting innovations in the pipeline.

For example, the latest store design incorporates in-store fridges that use less energy by deploying aerodynamic technology that is used in Formula 1 racing. In addition, night blinds on fridges reduce refrigeration running costs by 40 percent. The MACE sign is made from aluminium, which is fully recyclable, and our specially selected ecofriendly planters harvest rainwater and promote biodiversity.

Value for money We’re fortunate to be in a position to tap into the considerable buying power of BWG Foods as a means of securing the best possible deals, ensuring top class promotions throughout the year.

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

At

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

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

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

To find out more, contact:

Speaking of service, our quality fresh foods and innovations meet the ever-changing needs of people and have been proven to drive profitable sales increases for MACE Retailers.

You will have the support of our experienced team around Ireland, along with award winning marketing to grow your business.

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

www.mace.ie facebook.com/MACEIreland facebook.com/MACEIreland

instagram.com/MACE_ireland instagram.com/MACE_ireland

youtube.com/MACE_ireland youtube.com/MACE_ireland

twitter.com/@MACEIreland x.com/MACEIreland

Symbol Groups

Healthy Family Foods

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CATEGORY FOCUS Symbol Groups

BWG’s National Distribution Centre and complemented by a nationwide network of 22 strategically located Cash & Carry facilities that allow for individual store deliveries up-to three times a week.

XL Retail

Cultural roots

Fact file: Name of group: XL Number of stores nationwide: 230 + Typical store size: 110 sq m Head office: BWG Foods UC, BWG House, Greenhills Road, Tallaght, Dublin 24 Wholesale partner: Value Centre Type of distribution network: 22 Value Centre and Cash & Carry Branches nationwide and chill distribution Website: www.xlstores.ie Social media: • Facebook: XL Ireland Tagline: A great deal more at your local store

industry-leading marketing and promotional support.

Sustainability plan BWG were the first FMCG group in Ireland to launch a fleet of CNG vehicles as part of our sustainability plan and we continue to increase in scale. Similarly, we continue to promote responsible energy consumption and encourage and support retailers through our Affinity Programmes and availability of Next Generation Refrigeration.

A great deal more

Q&A with…

Paul Bealin, Cash & Carry sales director

From a retailer perspective, XL offers you the opportunity to own your own business, pursue your entrepreneurial spirit as an independent retailer and become embedded in a community.

From a customer facing perspective, one of the strongest stand-outs for XL is how, at its core, XL is a brand that is proud of its heritage, as is evident through its support of the Irish language, for example.

It is this grá that has led XL to recognise the significance of tapping into our cultural roots by having An Siopa XL represented on the ever-popular Ros na Rún show on TG4.

Paul Bealin

Evolving rapidly The XL symbol group has rapidly evolved over recent years and now attracts substantial interest with both new and existing independent retailers looking to join a truly progressive retail brand.

The brand has benefited from consistent strong investment and has grown its offering considerably to include BWG Foods house brands such as “Inishella” fresh meats, “O’Dwyer’s” bakery, “Kake&Co” and “Fresh Choice” chill range.

XL retailers also benefit from an industryleading Chill offer, which is facilitated by

That special sense of community is hugely important and every XL retailer enjoys a very positive relationship with the communities they serve.

This is achieved through a combination of the brand promise of providing ‘a great deal more at your local store’ and XL’s unique in-store and social media consumer campaigns and activities.

Solution focused Our retailers know that one of the team is never more than a phone call away and every member of that team is solution focused.

We work in a very personal way to ensure XL retailers receive the support they need regarding business and financial advice, how to make the most of current market trends, store development and standards’ monitoring.

We also support our XL retailers with competitive Affinity Deals and access to specialist Fresh Food Advisory teams and

XL New Inn’s off licence

XL retailers are also signing up for Too Good To Good, which is helping customers reduce food waste by offering the Surprise Bags to customers.

Tactical activity As well as providing a vast array of promotions and strong tactical activity and seasonal offers, through the nationwide network of Value Centre Cash & Carry Branches, XL also offers retailers exclusive and dedicated sales days for grocery and alcohol offers several times a year.

XL runs national promotions every three weeks, with further tactical activity generally centred on seasonal opportunities offering customers incredible value all year round.

XL New Inn’s store exterior

ShelfLife August 2024 | www.shelflife.ie

Symbol Groups

Healthy Family Foods

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34 CATEGORY FOCUS Symbol Groups

EUROSPAR Fact file: Name of group: EUROSPAR Number of stores nationwide: 52 Typical store size: Varies Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722 Wholesale partner: BWG Foods UC Type of distribution network: BWG National Distribution Centre (NDC) servicing fresh, ambient and alcohol to all EUROSPAR Supermarkets nationwide.

Website: www.eurospar.ie Social media: • Facebook: @eurosparireland • Instagram: @eurospar_ireland Tagline: Your Supereasy Supermarket

Q&A with…

Peter Dwan, EUROSPAR sales director Peter Dwan

Top-up shopping Our strong local profile and presence, along with proactive engagement with our retailers has kept EUROSPAR at the forefront of adapting to consumer trends, ensuring the brand remains relevant and appealing to retailers and customers alike.

The emphasis on fresh food offerings has been pivotal to our supermarket business, with a particular focus on deli, in-house bakery, fresh meat, and fruit and veg departments.

Our fresh food and convenience-focused offerings have also resonated well with consumers, particularly as hybrid working patterns persist, leading to an increase in topup shopping habits.

New design Our retailers and their ambitions overlaid with our Supereasy Supermarket Shopping ethos, combined with everyday value offerings such as the Price Match or Better Programme and the Supereasy Rewards Programme distinguishes EUROSPAR in the market.

The brand is evolving as we upgrade existing sites nationwide, which incorporates the rollout of our innovative new store design that enhances the customer experience along with the energy efficiency and sustainability of our stores.

The new design was developed by the BWG Foods’ team in conjunction with our global partners in EUROSPAR International supporting us while we avail of the leading retail standards from around the world.

Supporting local Our partnership with Junk Kouture supports creative youth in Ireland, promotes sustainable fashion, and offers local talent valuable opportunities. Each EUROSPAR retailer has actively engaged their community by supporting local teams in the competition and sponsoring free event tickets.

At the beginning of the year, we launched Classroom Kouture, bringing the excitement of Junk Kouture to primary schools across Ireland.

The competition saw hundreds of students participate, showcasing outstanding creativity.

Rathkeale Community School emerged victorious, receiving a €1,000 prize, and the top five designs will be featured at the Junk Kouture Irish Final in October at the RDS. We were incredibly proud to launch our charity partnership this year with the National Breast Cancer Research Institute (NBCRI), with both EUROSPAR and SPAR committing to a two-year initiative to bolster breast cancer awareness, improve treatment access, and support groundbreaking research. This collaboration is raising essential funds through in-store collections, contributions from the sale of own brand products, and various fundraising activities across the extensive

EUROSPAR’s butchery

network of stores and community programmes.

Marketing communications Key support areas include our experienced Retail Operations Team made up of former retailers who guide stores and retailers using their real-life experience, a robust marketing programme, community engagement, and promotional activities.

The brand drives sales and reinforces its messaging through multimedia campaigns, cyclical promotional activities, and in-store value offerings.

Collaborative planning with our trading and promotions team ensures data-driven promotions and strong marketing communications for our retailers, bolstered by national advertising across various platforms.

Sustainability credentials We have significantly enhanced our sustainability credentials over the past few months through strategic initiatives and collaborations.

By partnering with EUROSPAR International on the Responsible Retailing programme and working closely within BWG Foods’ wider sustainability programme, EUROSPAR has supported retailers in implementing their own sustainability projects.

A key highlight features in our innovative new store design which includes advanced carbon reduction technologies, state-of-theart refrigeration systems, solar panel installations, and the use of recycled materials for fixtures.

These efforts not only reduce the environmental footprint of EUROSPAR stores but also set a benchmark for sustainability in the retail industry, showcasing our commitment to responsible retailing and environmental stewardship.

EUROSPAR’s exterior

ShelfLife August 2024 | www.shelflife.ie

Symbol Groups

Healthy Family Foods

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36 CATEGORY FOCUS Symbol Groups

Daybreak Fact file: Name of group: Daybreak Number of stores nationwide: 300 Typical store size: 1,500-2000 sq ft Forecourt partner (if applicable): Head office: Musgrave, St. Margaret’s Road, Ballymun, Dublin 11 Wholesale partner: Musgrave Group Type of distribution network: Central distribution and access to seven Musgrave MarketPlace branches.

Website: www.daybreakireland.ie Social media: • @DaybreakIreland (Facebook, Instagram & TikTok) Tagline: ‘Real Fresh, Real Fast’

Q&A with…

Thomas Morrison, head of Retail & MarketPlace at Musgrave Thomas Morrison Wholesale Partners Industry trends Daybreak is committed to staying ahead of the curve, constantly evolving to meet the needs of our customers. Our in-house insights team ensures we’re always in tune with the latest trends, allowing us to offer fresh and exciting products. Drawing from this insight, we have recently introduced a new Munch & Co deli menu including healthier lunch and vegan options, expanded our 9 Grams coffee range with an iced coffee solution and include regular seasonal specials for our Lickety Split ice cream sub-brand. We also recently launched a new line of Daybreak Ready Meals which have gone down a treat with busy shoppers. We believe in giving our customers a variety of delicious and on-trend food options because, after all, variety is the spice of life!

Showing support At Musgrave, we value partnership and believe that a strong relationship between our team and Daybreak retailers is crucial for success.

Leading the way in personalised support are our Daybreak Business Development Managers (BDMs). Each store benefits from the guidance of an experienced BDM who

Lickety Split

ShelfLife August 2024 | www.shelflife.ie

Munch & Co deli, Daybreak Portumna

works closely with retailers to create tailored business plans that meet their unique needs and goals.

In addition to BDMs, we have a dedicated Development Team that assists new stores joining the group or existing stores undergoing a refresh. Our store development plans are customised to local needs and opportunities, considering factors like store format, demographics, local spending habits and competition. Given the importance of the Food to Go sector, we also have a team of Fresh Food Advisors who deliver comprehensive training plans to Daybreak staff. What’s more, retailers can tap into Musgrave’s wider expertise, including Marketing, IT, and HR. Examples include access to a HR Helpdesk for expert employment advice, up-to-date HR policies via the ‘Daybreak Retailer Zone’, and an end-to-end recruitment solution on the Daybreak website.

Communications programme Daybreak has a comprehensive communications programme that helps drive retailer sales and brand awareness. This includes a strong focus on advertising value for money, with thirteen promotional cycles per year, supported by a comprehensive POS pack.

Outside of in-store POS materials, we place a strong emphasis on digital marketing, including display advertising and social media, which is geo-targeted to stores’ catchment areas to maximise the benefit to Daybreak retailers. Our social media advertising allows us to really engage shoppers with creative content that showcases our full offer instore.

To cut through on social media you need to grab people’s attention and regular award wins, like the gold and bronze we picked up at the recent Sockies social media awards, highlight that we consistently produce standout digital campaigns that resonate with shoppers.

Radio is another important part of our

Scally’s Daybreak exterior

marketing mix, and we are on national stations throughout the year. We also place a strong emphasis on our charity partnership with the Irish Heart Foundation and are proud to have raised over €62,000 for the charity in 2023.

This included national fundraising initiatives like the ‘Keep it Moving’ marathon-in-a-month fitness challenge in September that encouraged Daybreak staff and customers to get out and get active to improve their fitness and heart health.

Local marketing is also key to drive store sales. The Daybreak marketing team work closely with retailers to create local marketing plans tailored to the store’s individual needs and opportunities. We also have tools like the Daybreak Retailer Zone that allow stores to create their own in-store POS and provide effective content for social media.

Retailer Council A stand-out feature of the Daybreak brand is the close-knit relationship between our retailers and the Musgrave team which I have touched on previously. We truly value our customers and always seek to listen and work in collaboration. An example of this is our Retailer Council. The council comprises representative retailers from across the country who provide advice to the Musgrave team on critical issues facing retailers and who support on key brand initiatives. Without a doubt, the retailer council have played a pivotal role in shaping our consumer offer. A recent example of this is their insight and support on improving our promotions plan, which has ensured we continue to offer both retailers and consumers an exceptional value proposition.

The fact that Daybreak retailers benefit from being part of the larger Musgrave family is also something that sets us apart. Daybreak retailers get access to an unparalleled level of retail and foodservice experience that supports and enables them to maximise their commercial potential. As a brand we tap into centres of excellence from areas such as consumer insights to store development to HR to provide industry leading retailer support.

We are also able to leverage our group buying power to ensure Daybreak retailers can always expect exceptional value, whether that is on everyday pricing and deep-cut promotional activity, store equipment and fitout costs or the various affinity schemes we offer.

REAL FAST A differentiating offer under the Munch & Co deli brand, with delicious signature menu items for breakfast, lunch & dinner.

Seriously good coffee under our exclusive brand 9 Grams.

To find out more contact:

Terry Donnan - 086 7714696

We listened to what our customers want and designed a completely new shopping experience.

This is about surprising and delighting shoppers with a fresher, healthier, more innovative offer. It’s also about bringing independent retailers a dynamic, cost effective retail offer, that delivers above average returns.

Distinctive ice cream brand called Lickety Split.

Succulent rotisseriespun chicken, served in delicious signature sandwiches and healthy salad bowls.

Symbol Groups

Healthy Family Foods

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38 CATEGORY FOCUS Symbol Groups

Dynamic solutions

Costcutter Fact file: Name of group: Costcutter Wholesale partner: Barry Group Type of distribution network: Central distribution (chilled, ambient and alcohol) from a 150,000 sq. ft. warehouse in Mallow, Cork.

Website: www.costcutter.ie Social media: • Facebook: @CostcutterIreland • Instagram: @Costcutterire • Tik Tok: @CostcutterIreland

Q&A with…

Edwina Lucey, sales director, Costcutter Edwina Lucey

Store specification This is a huge focus for us. We continually are researching ways to differentiate Costcutter and our retailers in the trade. Part of this has been the development of our new brand identity for Costcutter this year, introducing a new logo and store specification.

This brand update also includes our exclusive concepts; Market St. Deli, Urban Sips and Freezi Licks. In line with this we are investing €10 million over the next three years into Costcutter which will increase the store footprint and facilitate the development of more than 150 jobs in communities across Ireland.

Based on our strategic focus for the brand and industry trends, we deliver training to our retailers to ensure they are optimally running their business. Our account managers then continually audit the deliverables from these training sessions at store level.

We provide retailers with dynamic, tailor-made solutions that support their current needs and their future success.

The development of our new brand interface offers a fresh and progressive face for retail in Ireland, along with the development of a new and exclusive off licence brand, 55th Street.

This has been built on the strength of Barry Group’s competitive alcohol offering and offers an exclusive range of private label high quality wines, beers and spirits, which offer extremely competitive margins for our retail partners.

Brand identity Through our marketing programme, we ensure that the brand is always front and centre through regular out of home campaigns, digital activations and in store experiential methods.

This year, our marketing team has delved into the impact of our advertising and sponsorship plan as they reposition the brand identity. As part of its launch, we were delighted to announce our sponsorship of Vision Ireland for their Dip at Dawn campaign.

This has been supported with a comprehensive comms plan which includes digital marketing, bus stop advertising and influencer marketing with TV chef Daniel Lambert.

Actively nurturing Driven by authentic partnership, we rise to the challenge of providing sustainable business solutions that empower our customers to succeed.

Our account managers are the primary point of contact for our retailers. They call each store on a three weekly cycle and aid retailers in all aspects of running their business, to enhance their local offering. Our fresh food advisors also have a regular call schedule, offering training and support across deli, hot food and food to go, ensuring our offering remains best in class.

There is additional support from our inside

Irish TV presenter Lorraine Keane at the Forty Foot in Dublin’s Sandycove

sales, marketing, logistics, finance, HR and IT departments at Barry Group. Each is in regular contact with our retailers and actively nurtures this beneficial partnership.

Efficient energy Our commitment to a sustainable future is something that we are extremely passionate about. It is a consideration factor in every decision made in not only Barry Group, but in our symbol groups also.

For Costcutter, our sustainability commitments influenced the new store specification. We have transitioned all Market St. Deli, Urban Sips and Freezi Licks packaging to sustainable solutions and this is specifically called out in store and in campaign assets.

In stores which are being fitted with our new image, all fridges and lighting solutions are energy efficient. We have multiple stores who have installed solar panels also and some who are in the process of installing EV chargers. These collective actions have reduced their energy bills by up to 30%.

Diverse range Costcutter retailers benefit from the large portfolio that Barry Group has to service its diverse range of customers. For example, we have an exclusive range of private and agency wines, beers, and spirits which is only available for our symbol group customers.

Within this portfolio, there are lines of superior quality that have been delivered for a price point which is extremely competitive.

We also have our ‘Price Fighters’ range with products from secondary brands and private labels which deliver up to 30% savings.

Costcutter Dunmanway exterior

ShelfLife August 2024 | www.shelflife.ie

Symbol Groups

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40 CATEGORY FOCUS Symbol Groups

Gala Retail Fact file:

team is a feature that our retailers benefit from, especially during challenging times.

Additionally, we are constantly adapting to changing shopper needs by modernising our stores and expanding our offerings to enhance the shoppers experience.

Name of group: Gala Retail Number of stores nationwide: 220 Typical store size: 1,750 sq ft Forecourt partner (if applicable): Head office: Gala Retail, Summit House, Embassy Office Park, Kill, Co. Kildare Wholesale partner: Gala Wholesaler Members Type of distribution network: Ambient Depots, Central Billing, Chilled Distribution Website: www.gala.ie Social media: • Facebook: @GalaRetail • Instagram: @Gala_Retail • X: @Gala_Retail • Tik Tok: @gala_retail • LinkedIn: @Gala Retail Services Tagline: Your Local Market

Driving footfall

Interior of Gala’s store

Q&A with…

Siobhán Grimes, National Retail Operations manager, Gala Retail

Siobhán Grimes

Industry trends With more than 220 stores in towns and villages throughout Ireland, Gala continues to evolve its brand and offerings with the continued rollout of the refreshed Gala brand that caters to the differing requirements of customers of each Gala store. Gala Retail stores are tailored to the communities in which they operate and the ability to adapt store layouts and create a bespoke offering has been instrumental in creating a space that showcases what our retailers have to offer.

As the convenience retail sector has evolved

Gala has responded by making fresh food innovation a key area of focus. Gala’s Coffee Junction and Baker’s Corner are a cornerstone of Gala stores, and the addition of ‘The Deli’, ‘Distill’ and ‘Galato’ offerings in recent years has proven to be beneficial for retailers in driving sales and footfall.

Strong community Gala has been in our communities for 25 years; it is a trusted name throughout the country. Our strong focus on community involvement and support is both unique and a much-loved aspect of the Gala brand. From the incredible partnership with Special Olympics Ireland, now in its tenth year, to the many initiatives that have kept our shoppers engaged and loyal – from Gala Gifts for Schools, car giveaways to this year’s massive Home or Away giveaway, Gala has a strong tie to the community.

Our commitment to quality customer service, provided by a local and supportive

At Gala we have a year-round marketing plan designed to elevate the Gala brand and reflect our fundamental brand values of community and Irishness. Our brand marketing each year incorporates a number of in-store promotions designed to reward customers and drive footfall in stores. Gala kicked off 2024, and the start of its 25-year celebrations, with a huge ‘Home or Away’ giveaway – with 25 shoppers winning either a holiday at home or abroad.

Offering support At Gala, ensuring that our retailers are supported is key to the success of our stores and the Gala Group as a whole. The team at Gala HQ and our network of Retail Operations Executives and Fresh Food Executives have a wealth of experience in the Irish convenienceretailing sector, providing support, advice and assistance to retailers for every facet of their business.

Each Gala store has the support of dedicated Retail Operations Executives and Fresh Food Executives, who along with the backup of the team at Gala HQ, support retailers with everything from delivering team training, establishing store layouts to maximise sales, the activation of marketing and promotional initiatives and the implementation of fresh food concepts in-store.

In addition to this, the Gala GROW network (an online resource for retailers) and our weekly internal newsletter provide regular updates of key information for our retailers on everything from upcoming offers and promotions, marketing support and industry and group news and developments.

Improving sustainability This year we crafted a Gala Group Greener strategy in which we’re working with retailers to help fund store improvements to make stores much more sustainable key to this is that we’re approaching it in a strategic manner, working with greener tech consultants who complete energy assessments for all stores.

It’s so important to us that all funds gifted to stores will deliver maximum impact, therefore the energy audits assess all aspects of a store, ensuring the basics are covered before moving on to the sustainable technologies that we’re all more familiar with, such as solar.

Gala Retail’s exterior

ShelfLife August 2024 | www.shelflife.ie

Breakfast

Fact file:

Symbol Groups

Centra

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42 CATEGORY FOCUS Symbol Groups

Name of group: Centra Number of stores nationwide: 496 Format specific: High-C 2,000 sq ft, Convenience 4,000 sq ft, Neighbourhood 7,000 sq ft Head office: Musgrave Retail Partners Ireland, Tramore Road, Cork Wholesale partner: Musgrave Type of distribution network: National Website: www.centra.ie Social media: • https://twitter.com/CentraIRL • https://www.instagram.com/centra_irl/ • https://www.tiktok.com/@centra_irl • https://www.facebook.com/ CentraIreland/ Tagline: Live Every Day

Q&A with…

Cormac Dawson sales director, Centra Cormac Dawson

New ideas and concepts As the needs and demands of Centra customers continues to evolve, so too must our product offerings and services. We have been acutely aware that rising inflation and the increased cost of living have caused serious concerns for Centra customers. In response, we have made it our mission to ensure our loyal Centra customers still have access quality produce at affordable prices.

We significantly expanded our own brand offering leading to a 12% increase in sales.

As more and more people have returned to offices around the country, we have seen an uptick in sales of our convenience food offerings.

Not only are time-poor professionals seeking convenient meal solutions, but they are also looking to ensure they stay healthy while maintaining their busy lives. This trend highlights a growing demand for nutritious, ready-to-eat options that cater to a fast-paced lifestyle.

Additionally, with an increasing emphasis on wellness, our products that offer balanced nutrition without compromising on taste have become particularly popular. We are committed to meeting this demand by continuously innovating and expanding our range to include more health-conscious choices, ensuring our customers can enjoy

‘Freshly Prepared Meals’, Centra

ShelfLife August 2024 | www.shelflife.ie

delicious, wholesome meals effortlessly.

With almost 500 stores nationwide, Centra is Ireland’s leading convenience retailer, serving communities around the country daily.

The breadth of our offering and knowledge of our customers ensures we are able to stay ahead of evolving trends cementing our leadership position.

Core ethos of Centra Our independent retail network has been one of the core foundations of our success. We equip our retailers with the necessary technologies and marketing strategies which allow them to put their ideas into practice. We work with our retailers to establish benefits and initiatives that can be introduced in the different communities they work in to build relationships between store owners and its customers.

Centra’s role extends beyond retail; we are an integral part of the communities we serve.

This year, our community engagement initiatives have gained even more momentum.

From supporting local charities to sports clubs, Centra continues to make a positive impact at the grassroots level.

Our continued sponsorship of the GAA Senior Hurling Championship, for instance, reflects our commitment to ensuring Centra is at the heart of a modern Ireland, our retailers and the shoppers we serve. Our GAA sponsorship provides vital funds to the organisation at grassroots level all the way up to minor and senior level.

Growth during past year Last year saw Centra increase its sales by 6% YOY to €2.1 billion across its network. This growth was underpinned by a strong performance in our core categories, such as on-the-go breakfast and lunch and convenience meals. Frank & Honest, the number one gourmet bean-to-cup coffee brand in Ireland, continues to go from strength to strength, with year-on-year growth increasing by 9% in 2023. This result was testament to the hard work and commitment of our retailers around the country who serve their customers with distinction every day.

This year, we also announced our commitment to expanding our presence across the country with an investment of €27 million, which we expect to create 500 new jobs. We have also been carrying out an extensive revamp programme as part of this.

Support for retailers We believe our independent retailers are the best placed people to own and grow their own business, with Musgrave providing guidance and material support in the background. Each store also has the assistance of a regional manager who, along with a multi-disciplinary team, cover a wide range of areas including fresh food and first-class operations, profitability, marketing, HR, store design and IT. We always strive to ensure we are providing best in class support to our retailers.

As we look ahead to the future, there are exciting and ambitious plans in place for the Centra brand which have been demonstrated already in our investment in state-of-the-art technology to evolve our in-store customer experience.

Our Futureproof programme is also

something we are looking to evolve and progress further. This initiative aims to help new retailers collaborate in a network which enables them to share their experiences and challenges in joining the world of retail. This programme features a nice blend of experience, which includes people stepping into a family business and others who have a wealth of operational experience moving into store ownership themselves.

Sustainability credentials Sustainability continues to be a key area of focus for Centra. The brand successfully achieved its target of a 12% carbon reduction in the 12 months following the launch of the Musgrave sustainability fund in summer 2022.

Sustainability upgrades in Centra stores around the country have been a key focus for us with a total investment of €22.9 million being allocated between both individual retailers and Centra over the last two years to enhance our sustainability credentials in our stores.

A key part of our sustainability strategy over the last few months has been the Deposit Return Scheme, which has been rolled out across our network of stores. There are now 323 Centra stores nationwide with a DRS machine available to customers, which have seen great success since the scheme was rolled out.

Delivering value Our everyday mission is to provide the best possible value to our customers in every facet of our offerings. To do this, we offer regular, customer-focused campaigns at competitive prices, which enables our retailers to offer a strong value-for-money proposition to their customers and the communities they operate in.

As we have seen over the last few months and years, the public, rightly, are constantly seeking value in their shopping. As Ireland’s leading convenience retailer, it is our responsibility to ensure we deliver this to them. We operate in a competitive environment that offers a lot of choice; our job is to stand out from the crowd.

Lastly, I’d like to take this opportunity to extend my thanks and gratitude to everyone associated with Centra and those who work, day in and day out, to ensure the success of this wonderful brand. From the people who work on the shop floor to those ensuring produce is delivered to our stores early in the morning, it’s a massive operation, but one we are proud of.

Off-licence, Centra

Family Owned For 148 Years • Ireland’s No. 1 Convenience Retailer • Your Voice Shapes Our Future

The Best Partner for you Live Every Day

Growing Your Profit growing retailer profitability with a daily • Consistently focus on sales, margin and costs with each store having

•

access to our retailer profitability team and a dedicated finance support.

Daily focus on cost management through systems upgrade and the roll out of labour reducing initiatives in-store such as SCO, ESEL, cash handling system and low labour meal solutions alongside our store operational efficiency program.

World Class Innovation Fresh food innovation across unique brands such as Frank & • Honest Coffee, the number one gourmet bean-to-cup coffee

•

Join Ireland’s Number 1 Convenience Retailer Centra is Ireland’s leading convenience retail group, with over 495 bright, accessible stores throughout the country. The Centra brand is owned by Musgrave, Ireland’s leading food retail and wholesale company.

Musgrave is a 148 year old family-run business, with strong values and a commitment to supporting vibrant communities.

The Centra franchise model offers independent retailers the opportunity to own their own business with the support and knowledge of dedicated Sales, Marketing, Finance, Human Resources, IT and Store Design Teams.

Stores are operated by local people, spanning across several generations, who are rooted in communities.

Centra retailers benefit from the buying power of being part of Ireland’s leading wholesaler group.

brand in Ireland, continues to go from strength to strength, with year-on-year growth increasing by 9% in 2023.

2023 saw a strong growth year for Moo’d Ice Cream with +8% growth on counter sales.

Passionate People staff training programmes.

• Comprehensive Strategic business expertise.

• Award winning onlineand&financial fresh food training with • tailored business plans toin-store drive sales, margin and reduce

• •

costs.

Daily support from your dedicated Regional Manager and Regional Support Manager, supported by a multi-disciplinary team to achieve your growth ambition.

Passionate, on trend marketing team with specialist support for digital/social and local marketing.

Consumer Driven insight-led planning.

• Consumer leading promotions.

• Market convenience advertising share of voice.

• Largest Powerful sponsorships including the GAA All-Ireland • Senior Hurling Championship.

Longstanding charity partnership with the Irish Cancer Society.

• National marketing plan TV/Radio/Digital channels • including social media withacross a reach of 2.3m per month.

Do you want a more sustainable and profitable future for your business?

Call Mark Duffy, Oliver Savage or John Tully: 021 480 3315 / Email: info@centra.ie

Breakfast

Fact file:

Symbol Groups

Nearby

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44 CATEGORY FOCUS Symbol Groups

Name of group: Nearby Number of stores nationwide: 150 + Typical store size: 1,000 sq ft to 3,000 sq ft Head office: S&W Wholesale Carnbane Business Park, Newry, Co. Down BT35 6FY Wholesale partner: S&W Wholesale Type of distribution network: Central Distribution & Central Billing Website: www.always-nearby.com Social media: • Facebook: @nearbyireland • Instagram: @nearbyireland • Tik Tok: @nearby_irl • LinkedIn: @Nearby Stores Tagline: Never too far from home

Q&A with…

Jason McSteen, sales manager, Nearby Ireland

Nearby Newtowngore exterior

Driving footfall Jason McSteen

Visual difference The Nearby brand has grown from strength to strength and has now more than 150 stores serving and supporting local communities throughout the island of Ireland.

The Nearby brand’s internal and external graphics have been a key point of difference visually in the trade.

The eye-catching modern use of colours and the Nearby symbol connects the retailer with the customer further and really lifts the look and feel of each individual store.

Many retailers have witnessed a direct benefit of this through increase in footfall and positive comments from the local community.

We don’t ask for long-term contracts and a list of do’s and don’ts.

A dedicated Business Development manager alongside a marketing team will ensure your business is supported. We do all this and more while charging no fees for the retailer.

Nearby has invested further in a digital platform that supports the retailer with their social media efforts.

This platform allows the marketing team to drive footfall and awareness through the store’s individual social media pages while the independent retailer spends more time on what they know best; their store.

The team focuses fully on a communitycentric approach to our marketing activities with campaigns such as Local Legends which allows customers to vote for a ‘Local Legend’ or ‘Legends’ who have made an outstanding contribution in your community for a chance to win a surprise in store with a large cheque and trophy.

This year one of the campaigns which proved a huge success was ‘Half-Time Heroes’ which aligned with the EURO 2024 football tournament.

Retailer Hub From day one our teams will work with you to find out what makes your store unique.

All of our business development managers and sales teams have a wealth of knowledge

in the industry with many being ex-retailers themselves.

Nearby provides on the ground support that we know our retailers enjoy and appreciate.

A new addition this year to support Nearby’s retailers is the new Retailer Hub. A home where retailers can download the latest social media assets, tailor POS for their store, see the latest trends and industry news, get eyes on marketing campaigns and receive updates on topics and legislation affecting their store so that the team and the retailer can plan ahead.

Staying sustainable Nearby stores have embraced the introduction of the Deposit Return Scheme (DRS) and have pioneered methods to ensure compliance and ease of use for the customer.

Nearby launched its very own bag for life and Nearby hessian shopping bag that both our retailers and consumers continue to enjoy – saving money and reducing waste on plastic bags also.

New IT Technologies was introduced this year to reduce unnecessary print and streamline processes to aid our lorry drivers deliver with greater ease to our stores across Ireland.

Bringing value

Nearby interior

ShelfLife August 2024 | www.shelflife.ie

With a clear vision for the Nearby brand in convenience retailing we are able to help households tackle the rising costs and their budgets being squeezed.

The introduction of ‘Bring Home The Value’ has been a key component in tackling this.

We also improved our promotional offer further by maintaining prices on family favourites on on EDLP lines under our ‘always on’ consumer campaign; enhancing the value perception in our stores. ■

Team up with Nearby.

We work with stores just like yours to drive footfall and excite the local community.

As a symbol store, you will receive a fresh new look, promotional activity and central billing, all while keeping total control of your business. Drive your store forward today by teaming up with the experts at Nearby.

To become a symbol store contact: Jason McSteen, Nearby Sales Manager jmcsteen@sandwni.com 086 6040 474

always-nearby.com

Symbol Groups Healthy Family Foods Breakfast

46 CATEGORY FOCUS Healthy Family Foods

Nutritious family finds

Discover how today’s food landscape offers families a range of healthier choices, making it easier to prioritise nutritious eating without sacrificing convenience or taste

P

arents naturally want the best for their children, especially when it comes to their diet. Ensuring that kids eat nutritious and wholesome meals is a top priority for many families. Thankfully, we’re now in a golden age of healthy eating options, where making better food choices is more accessible and affordable than before.

The frozen food aisle, traditionally known for its selection of fatty, processed, and often lowquality alternatives to fresh produce, has undergone a transformation. Once considered

the less desirable option for family meals, it has now expanded to include a wide variety of high-quality, nutritious choices. This shift reflects a growing awareness and demand for healthier food products among consumers.

As more families become conscious of the need to limit high levels of sugar, fat, and salt in their diets, food manufacturers are stepping up to meet these demands. Many brands are now offering products with either zero or reduced amounts of these

ingredients, making it easier for parents to provide their children with balanced and health-conscious meals.

This evolution in the sector means that families can now enjoy convenient, affordable, and nutritious options that align with their dietary goals.

With an expanding range of high-quality products available, parents can feel confident that they’re providing their children with meals that are both delicious and beneficial for their overall well-being.

John West Sweet Chilli Salmon Pot

ham, as canned Tuna is also considerably lower in salt than a processed meat option (ham contains approximately three times more salt per 100g than tuna).

John West is also the only brand in the category that brings innovations, providing your shoppers with both taste and convenience, and making it easy for them to get natural nutrients into their lunch!

This season, John West is delighted to bring to your shelves a much-needed innovation in Salmon: John West Salmon Pots. They are not only rich in natural protein, but also high in natural Omega 3. Those delicious 80G pots of pink salmon come in three variants: Natural, Sweet Chili, Lemon & Herb. Your shoppers will love them. John West. Lunch strong, trade strong!

John West – a trusted family name John West is the expert when it comes to canned tuna, salmon and other fish, since 1857.

And the great thing is – most consumers already know this. That’s why they have a can of John West Tuna in their cupboard. It’s John West’s job to remind them, so they make it part of their lunchtime routine, and so they buy it frequently.

John West products are a great option for lunch. Each tin of John West Tuna provides 25g protein per 100g, and John West No Drain even provides 28g protein per 100g!

In comparison, consumers need to eat four eggs to get 25g protein.

As a natural source protein, John West products are also a great alternative to cooked

ShelfLife August 2024 | www.shelflife.ie

Healthy Family Foods CATEGORY FOCUS 47

Heinz opens new ‘Cannection Café’ Avonmore Super Milk range

Ireland’s no 1 dairy brand As Ireland’s no 1 dairy brand, Avonmore products are enjoyed on a daily basis in households across Ireland. The success factors have been around sustained investment in the brand; partnerships with customers to really drive growth; and delivering a consistent quality product as a priority – ensuring the best tasting milk reaches our consumers.

Avonmore Super Milk has a key role to play

New research commissioned by Heinz has shed light on the important role of shared

mealtimes in fostering connections and happiness for families. The findings also illustrate current challenges families are facing when it comes to spending quality time together at mealtimes.

The survey of 1,000 parents in Ireland found that less than half (47%) of families are eating meals together at least once a day, with a similar amount (43%) eating together much less often than that, including 1% who never eat together. Only 10% eat together more than once a day.

Even when families do manage to sit down together, 36% say their mealtimes are frequently rushed or disrupted, while 77% admit that uninterrupted family mealtimes are more difficult to achieve nowadays compared to when they were children. The findings indicate that TV (38%), phone (34%) and work (33%) are the top three culprits for distracting families at mealtimes. >>

Breakfast Healthy Family Foods Symbol Groups

in the fresh milk sector. Given that we don’t get enough sunshine in Ireland because of our northerly latitude, we don’t get enough vitamin D. From young children to older families, vitamin D is incredibly important across every life-stage. Avonmore Super Milk is enriched with vitamin D which not only supports our bone health but our immune system too. Avonmore Super Milk is also enriched with vitamins B & E, extra Calcium and Folic Acid making it a great choice for all the family.

Avonmore Super Milk is strongly supported throughout the year with TV, Radio, Digital, PR & trade activity with a heavy weight campaign planned for the back-to-school period.

Symbol Groups Healthy Family Foods Breakfast

48 CATEGORY FOCUS Healthy Family Foods

>> Clinical Psychologist, Dr. Malie Coyne, voices her concern for lack of quality time spent around the dinner table.

Commenting on the findings, clinical psychologist, Dr. Malie Coyne, said: “Sharing a meal together as a family is known to have incredible benefits for family members, ranging from eating healthier meals, improved family relationships, lower rates of stress, anxiety, low mood and loneliness, to higher rates of resilience and self-esteem. Mealtimes together provide an invaluable opportunity for the whole family to pause, to connect, spend time together, and simply check in with each other.”

To encourage this change and help improve shared connections, Heinz, along with its charity partner Barnardos, has opened a ‘Cannection Café’ at Meltdown, Dublin for a limited time, where it will be offering free Beanz-based meals through an exclusive ‘BEANardos menu’ to anyone looking to connect with others over a delicious hot beansy meal.

The difference? The only payment taken will

be through conversation, with diners encouraged to place their phones in a giant Heinz Beanz can for the duration of their meal.

TV presenter, podcaster, Heinz and Barnardos ambassador, Vogue Williams, Vogue Williams, has lent her support to the campaign, and wants to encourage families everywhere to put the phone away at mealtimes. “When it comes to fitting in quality family time around mealtimes, for me personally it’s all about being present, sitting together, not being on your phone or even having an electronic device near you if you can. By raising awareness of these issues, we really hope that we can encourage change and get people to share more connections and time together,” she noted.

New three-packs of ‘Heinz Meanz Mealz’ Beanz are currently available throughout August and September from major retailers such as Dunnes, Tesco, SuperValu and Aldi, as well as convenience stores. RRP €3.59. Prices are at the sole discretion of the retailer. For more information, visit: www.barnardos.ie

Mór Taste wins Great Taste Stars with six products Mór Taste has announced that its products have received multiple accolades at the prestigious Great Taste Awards 2024, the world’s largest and most trusted food and drink awards.

Mór Taste’s award-winning products and their honours include: • Hazelnut & Chocolate Spread – Two stars • 4 Berry Jam – Two stars • Mango Jam – One star • Raspberry Jam – One star • Rhubarb & Vanilla Jam – One star • Peanut & White Chocolate Spread – One star “We are incredibly proud to have our products recognised by the esteemed panel of judges at the Great Taste Awards - especially as our flavour profile is different to traditional products, due to the massively reduced sugar content and sweetness” said Felix Oster, managing director of Mór Taste. “This achievement is a reflection of our hard work and dedication to crafting delicious, >>

M&S renews partnership with Munster rugby senior women’s team Marks & Spencer has announced the renewal of its partnership with the Munster Rugby Senior Women’s team, as part of its Eat Well, Play Well campaign, for a second year.

As part of the sponsorship, M&S will be providing players with nutritious produce pre-match and during training throughout the 2024/2025 season.

The partnership will also involve a collaborative programme of educational online resources for people across Ireland to promote healthy eating to support a healthier lifestyle.

“Over the past year, M&S has supported the Munster Rugby Senior women’s team with nutritious produce, promoting healthy eating and healthy choices every day,” said Eddie Murphy, country director, M&S Ireland and Northern Ireland.

Murphy noted that M&S will continue bringing quality food to a quality team.

“We continue to work hard with our suppliers across Ireland to make sure we deliver on our commitment to sourcing the best quality, fresh food. When our customers choose produce with the Eat Well flower, they can be confident they’re making a quality, healthy, nutritious and delicious choice.”

Eat Well is a health seal of approval found on thousands of M&S products across its Foodhall, making it easier to be healthy.

Every product with the Eat Well flower has a health benefit and supports a balanced diet, so consumers can feel confident their making a healthy choice.

Through the M&S Eat Well seal of approval and its partnership with the Munster Rugby Senior Women team, M&S Food aims to make families healthier for the next generation,

Munster Rugby players, Abbie Salter Townsend, Aoibhe O’Flynn and Michelle O’Driscoll at the announcement of the continued sponsorship

by M&S (Pic: David Creedon)

ShelfLife August 2024 | www.shelflife.ie

promoting positive healthy eating messages in a way that’s engaging, relatable and drives change.

The Eat Well flower is only given to products meeting evidence-based nutritional criteria, developed by its nutritionists in consultation with the Nutrition Foundation.

“M&S has provided our Women’s squad with nutritious and quality produce, invaluable to the squad for preand post-match fuel,” said Dave Kavanagh, head of Commercial and Marketing, Munster Rugby.

Kavanagh looks forward to continuing to work with the M&S team over the coming year and continuing to promote the importance of nutrition and healthy eating at Munster Rugby.

Munster Rugby players, Aoibhe O’Flynn, Abbie Salter Townsend and Michelle O’Driscoll at the announcement of the continued sponsorship by M&S (Pic: David Creedon)

Healthy Family Foods CATEGORY FOCUS 49

Mór Taste were awarded a total of eight stars at The Great Taste 2024

>> high-quality products that have a better nutritional profile.”

The Great Taste Awards, often referred to as the “Oscars” of the food world, are organised by the Guild of Fine Food. Receiving such recognition is a testament to its unwavering commitment to quality, innovation, and exceptional taste.

The judges, consisting of over 500 experts including chefs, food critics, and journalists, said about its Hazelnut & Chocolate Spread: “The aroma is exactly as we would hope for”, and they praised the 4 Berry Jam as “bags of bursting berry notes that that keep on giving”.

Mór Taste’s single-star winners – Mango Jam, Raspberry Jam, Rhubarb & Vanilla Jam, and Peanut & White Chocolate Spread – also received high commendations for its unique flavours and superior taste.

Oppo Brothers has added to its awardwinning range of lower calorie ice cream by launching a brand-new ice cream concept Oppo Refreshed.

The vegan ice cream has the ‘decadent creaminess of ice cream meets the zingy refreshment of sorbet’.

Available in two flavours Oppo Refreshed bridges the gap between simple water ice pops and chocolate covered ice creams on a stick to deliver a truly indulgent, fruity ice cream experience.

Oppo Brothers highlighted that Oppo Refreshed is particularly creamy while also being a non-dairy option.

Harry Thuillier, Oppo’s founder, commented: “So far, ice cream treats have either been refreshing or indulgent. Water ices are great but don’t cut it when you’re looking to treat yourself.

“Chocolate covered sticks deliver on the indulgence but lack refreshment. We’ve smashed both sides of the category together to deliver a totally new experience.

“With summers getting hotter, finally here’s a treat that’s both refreshing and indulgent, and happens to have fewer calories too!”

Oppo Refreshed sticks come in at only 49 calories (half the calories of a Solero) and enjoy Nutriscore A status. Of particular note is the high fruit content of each stick, making it not only a healthy but also superior quality frozen treat with a high percentage of natural ingredients.

Oppo Refreshed lower calorie ice cream

• Oppo Refreshed Alphonso Mango & Passionfruit 3 x 95ml (¤4.99) – Slowchurned sorbetto made with generous amounts of Alphonso mango purée (the world’s finest mango variety) and rippled with a small-batch-cooked tangy passionfruit swirl. All at 49 kcal per stick and vegan friendly too.

• Oppo Refreshed Raspberry Coulis Swirl 3 x 95ml (¤4.99) – Slow-churned sorbetto made with the highest quality raspberry purée and rippled with a small-batch-cooked tangy raspberry coulis swirl. All at 49 kcal per stick and vegan friendly too.

Breakfast Healthy Family Foods Symbol Groups

Refreshment meets indulgence in a new ice cream experience

Oppo Refreshed can be found at Tesco, SuperValu & Spar stores alongside Oppo’s award-winning range of 475ml tubs (Gooey Chocolate Brownie, Double Salted Caramel Swirl, Lotus biscuit-inspired Caramelised Biscuit Swirl and Chocolate Chip Cookie Dough).

McCormack Family Farms launch two new products Snack Lettuce is a unique product that caters to a variety of consumers seeking delicious and convenient ways to enjoy their greens and is more than just lettuce.

It’s very sweet, juicy, and crunchy with an excellent shelf life. But its design is where the real innovation is found. The lettuce head will naturally split into distinct, boatshaped leaves after the bottom is removed.

“Snack Lettuce is a game-changer for healthy snacking,” said Stephen McCormack, managing director, McCormack Family Farms. “These naturally portioned leaves are ideal for dipping, scooping, or filling. They’re perfect for anyone looking to cut carbs and use them instead of bread and they make great healthy canapés for entertaining this summer season. The unique flavour profile and fun way to eat also makes them a hit with children.”

The second product launched is Watercress. Renowned for its dedication to producing inventive and healthful produce, the farm is excited to expand its product line with one of the most nutrient-dense leafy greens.

Watercress, a leafy green powerhouse, is packed with essential vitamins and minerals like Vitamin K, A, and C. This nutrient-rich crop has been enjoyed for

centuries, traditionally hand-harvested from streams, but difficult in commercial production.

McCormack Family Farms has recreated this natural environment by building water beds with flowing water systems on their farm.

“There’s a strong demand for this well-known product, which is also considered a superfood,

and as the farm grows and so does our brand, we’re delighted to finally bring it to retail stores nationwide. We’re particularly pleased to partner with Dunnes Stores to launch both Watercress and Snack Lettuce on the 40th anniversary of our farm,” added Padraic McCormack, sales manager, McCormack Family Farms.

McCormack Family Farms Snack Lettuce and Watercress

www.shelflife.ie | ShelfLife August 2024

Symbol Groups Healthy Family Foods Breakfast

50 CATEGORY FOCUS Healthy Family Foods

Brooke Stewart and Kayla Salvilla

SuperValu set to sell 1m raspberry punnets this summer For more than 30 years, SuperValu’s Signature Tastes Raspberries have had a constant place in customers’ shopping trolleys and the fresh, colourful fruits are now on sale in SuperValu stores around the country.

Around one million punnets of the Signature Raspberries are expected to be sold during the summer months.

Produced from the premium ‘Maravilla’ raspberry type, which has been recognised around the world for its taste and quality, the Signature Tastes Raspberries are full of flavour which are sure to satisfy cravings this summer.

Introducing The New SiSú Organic Kombucha Range Produced using organic single origin tea and featuring live cultures and all-natural ingredients, SiSú’s organic kombucha is both refreshing and nutritious, enhancing gut health and supporting a healthy immune system. The sparkling fermented drinks are available in three flavours - Blueberry & Blackcurrant,

NEW LOOK

Same great taste!

ShelfLife August 2024 | www.shelflife.ie

Elderflower, Apple & Mint, and Ginger & Lemongrass, in 250ml cans, RRP €2.95. The range is already garnering accolades, with SiSú’s Elderflower, Apple & Mint Organic Kombucha earning a Great Taste Award at the recently-announced 2024 Great Taste Awards.

For Aisling McGann, chief operating officer, SiSú, the new product has been a true labour of love. She says, “Bringing out this new line of organic kombucha with my family has been one of the most exciting projects I have worked on since moving home from Sydney to join SiSú full time. A lot of the ideas and innovation in our new range came from the five years I spent in Australia where healthy, functional drinks are at the forefront. We are so proud of our new range and are delighted when we see people in Ireland out and about drinking our products, living the SiSú lifestyle which is all about bringing out your inner strength & determination in your day-to-day life. At SiSú, we believe the future is functional and our new range of organic kombucha fully aligns with that.”

The launch of SiSú’s organic kombucha range marks the latest innovation from the Limerick-born brand, already known and loved for its cold pressed juices and wellness shots

SiSú’s organic kombucha range

which have previously earned SiSú nine prestigious Great Taste Awards.

SiSú’s Blueberry & Blackcurrant, Elderflower, Apple & Mint, and Ginger & Lemongrass Organic Kombucha, RRP €2.95 (250ml) are available through the Musgrave Group.

Find out more at www.sisu.ie and keep up to date with the latest news by following SiSú on social at @sisu.ie ■

Breakfast CATEGORY FOCUS

51

Breakfast

Rise and dine

Healthy Family Foods Symbol Groups

Explore the evolving breakfast trends in Ireland, where the rise of out-of-home dining, healthy weekday choices, and indulgent weekend treats are reshaping the morning meal experience

W

e all know that breakfast is the most important meal of the day. To better understand the Irish attitude toward breakfast, Délifrance conducted ‘Prove it: Breakfast in Ireland’ study which included 500 consumers to explore their morning eating habits.

The study found that Ireland’s out-of-home (OOH) breakfast market is picking up, with 22% of consumers now eating breakfast OOH during the week, and 18% over the weekend.

Breakfasts have been eaten predominantly at home over the last few years due to lockdowns and the increase in working from home. These lifestyle changes have made breakfast more significant, with almost one in four (24%) Irish consumers now eating

Welcome to the new breakfast club Following on from the recent launch of the new gluten-free granolas into the breakfast category, Just Live a Little has extended its range into portion packs for on-the-go breakfast.

Just Live a Little was created to offer a healthier option for those who want to enjoy a breakfast they can feel good about. The range is gluten free, as well as supporting good gut health, and is free from refined sugars.

Bronagh Clarke, marketing director, said: “20% of consumers in Ireland actively choose to reduce or avoid gluten in their diet for many reasons, and this number is growing.

Sometimes the choices in the category are Raspberry, Coconut & Cashew Granola

breakfast more frequently than before.

Weekday breakfasts have a strong focus on health. The top three choices are cereal, toast, and oat-based breakfasts, which suggests that many people are mindful of their nutrition as they start their day. These healthier options align with a growing awareness of the importance of a balanced diet.

On the weekends, however, breakfast routines change significantly. More than one in four

(27%) consumers opt for breakfast as a treat, compared to less than one in ten during the week. The majority (44%) indulge in a cooked breakfast, making it the most popular choice.

The Délifrance survey shows that breakfast habits in Ireland are evolving. Whether it’s for convenience, variety, health, or the joy of treating oneself, Irish consumers are increasingly enjoying their breakfast outside the home, reflecting a blend of traditional and modern lifestyles.

restrictive in terms of taste and variety. In addition, the average granola has over 20% refined white sugar and with low nutritional quality.”

“We believe better food makes you feel better, so we only use wholegrain gluten-free oats, mixed with fruit, nuts and seeds and finished with a generous dollop of nut butter for a creamy taste. Everything is batch-baked at our own gluten-free facility in Co. Armagh.”

As well as being gluten-free and vegan, the range is also high in fibre and supports good gut health.

It also has a strong sustainability story, using only plant-based ingredients, carbon neutral oats and comes in fully recyclable packaging.

The portion packs come in a branded SRP for display on counters and are suitable for hanging on clip strips throughout stores or for dual positioning beside chillers.

Just Live a Little Granola portion packs come in two flavours with an RRSP of €1.25 for 45g:

ACTI-SNACK: Real food fuel

• Maple & Toasted Pecan Granola (1-star, 2024 Great Taste Awards) • Raspberry, Coconut & Cashew Granola

Maple & Toasted Pecan Granola

The launch is being supported by instore media, consumer press, sampling and social media. Visit: www.justlivealittle.com Email: hello@justlivealittle.com For more information contact: Bronagh Clarke, marketing director bronaghc@ forestfeast.com or Barry Tyndall – head of sales, Ireland barry@forestfeast.com

ACTI-SNACK launches bew Protein Crunch Triple Chocolate Granola and Good Gut Triple Nut Granola into the breakfast category real food fuel.

The duo join the growing ACTI-SNACK range of snacks and granolas.

Performance Snacks & Granola brand ACTISNACK have added to its breakfast portfolio with two new products – Protein Crunch Triple Chocolate Granola and Good Gut Triple Nut Granola. ACTI-SNACK Protein Crunch Triple Chocolate Granola believe in fuelling well to perform well for the day ahead with real food that tastes great. All its granolas are batch-made at its dedicated manufacturing site in Co. Armagh.

Bronagh Clarke, marketing director at ACTISNACK, said: “For many, breakfast is the most important meal – a chance to fuel well for the day ahead and pack in as much good nutrition as possible. Our new products directly answer the needs of consumers who are looking for something a bit more than their average cereal.”

• ACTI-SNACK Protein Crunch Triple Chocolate Granola is a protein boosted >>

www.shelflife.ie | ShelfLife August 2024

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52

CATEGORY FOCUS Breakfast

>> cocoa and wholegrain oat granola with real white chocolate and dark chocolate chunks for delicious taste. Each bowlful has 20% protein as well as being a good source of fibre.

• ACTI-SNACK Good Gut Triple Nut Granola taps into the booming market for gut-

&

friendly foods by being packed with nuts and oat grain fibre to support good gut health , as well as being low in sugar and vegan.

The new products join the current ACTISNACK line-up of Protein Crunch Peanut Butter Granola and Keto Dark Chocolate

Almond Granola, offering a range of delicious flavours paired with functional benefits.

The range has launched into Dunnes, with other retailers to follow in the Autumm, at an RRSP of €5 for 350g-380g.

For more information, images or samples contact: hello@acti-snack.com

A

with Ann Rose Eng, senior brand & activation manager, Kellogg’s

Q: Packed with energy and nutrients, a bowl of Kellogg’s means a great start to the day. Can you tell me about the benefits of cereal?

A: More than 100 years ago, W.K. Kellogg recognised the possibilities in a single grain. And with the simple goodness of his toasted corn flakes, breakfast cereal was born. Motivated by a passion to help people improve their health, Kellogg embraced every opportunity to make a difference in the lives of the people he touched.

Today, our cereals still begin with the wholesome simplicity of wheat, corn, oats or rice. Next, we add quality ingredients to boost the flavour and potential of our grains. Then we share them with you in the form of the Kellogg’s cereals that you know, trust and love.

And because every grain comes with nutrition and taste, we’re able to create cereals that best cater to our consumers’ needs.

Q: Can you tell me about your brands credentials.

What makes Kellogg’s stand out from your competitors?

A: At Kellogg’s, we are proud to be Ireland’s #1 cereal manufacturer1, committed to delivering quality food that we know our Irish consumers love.

It’s hard to believe that Kellogg’s products have been sold in Ireland for almost 100 years. And that’s in a market that consumes more cereal per capita than anywhere else in the world!2 We are a brand that consumers trust with a vision of a future where people are not just fed but fulfilled.

We have removed 10% of sugar and 20% of salt from our recipes and over the next 10 years, we will continue to tackle salt and sugar, and to increase fibre to ensure we are continuing to fulfill consumers at breakfast, all across Ireland.

Through our Better Days Promise strategy, we are creating a place at the table for everyone through our trusted food brands, supporting the heart of the local Irish community through various initiatives, including sponsoring Kellogg’s GAA Cúl Camps.

In 2023, we proudly supported over 4,000 children

ShelfLife August 2024 | www.shelflife.ie

*Nielsen Total Scantrack L52wks data up to 14th July 2024

how we transport our foods. Logistics contributes to a part of any business’ emission, so optimising the way we palletise our Ann Rose Eng products and how we fill our trucks is important to drive efficiencies and reduce our environmental impact. Maintaining a consistent height size of our packs to optimise our pallets, sending our trucks out fully loaded and collaborating with customers on mutually beneficial order all contribute to reducing our carbon footprint.

In terms of our water use, we have a commitment to reduce water use in Kellanova-owned manufacturing facilities in high water stress regions by 30% by the end of 2030.

Through our Kellogg’s Origins Programme, we work with our raw materials suppliers, research institutions and non-profit organisations around the world to provide farmers and workers in our sourcing regions with on-the-ground training and technical assistance they need. This will help them to improve farm productivity, regenerate soil health, protect species and habitats, reduce greenhouse gas emissions, and improve their livelihoods in ways that protect and respect both the environment and human rights. We are working right now to further expand this programme in Europe in the coming months.

For more information on our global Better Days Promise you can visit https://betterdayspromise. kellanova.com/home.

Q: As a food company you rely on a plentiful and reliable supply of grains, water and energy. What initiatives does Kellogg’s have in place to help your brand continue to make great strides towards your sustainability goals?

A: Our Better Days Promise strategy is integral to not just the Kellogg’s brand but to the Kellanova business as a whole.

The Better Days Promise is our commitment to ensuring equitable and sustainable access to food by actively addressing the intersection of wellbeing, hunger, sustainability and equity, diversity, and inclusion (ED&I). We are actively working to reduce our greenhouse gas emissions in a number of ways including engaging with suppliers to measure, reduce and report our Scope 3 emissions, investing in our manufacturing plants (to reduce scope 1 and 2), and driving innovation in our packaging to ensure we are prioritising GHG emissions reduction, among others.

One area of development is our work in optimising

Q: What next for Kellogg’s, do you have any new innovations in the pipeline that you can share with me?

A: We are always looking for new ways to innovate so we will have something in the pipeline coming up for Kellogg’s cereals, all to be shared in due course…

However, on our snacking side of the Kellanova business, we have huge news!

Cheese lovers might want to take a seat for this one. Due to popular demand, the iconic American favourite - Cheez-It - has finally crossed the pond, bringing the perfectly thin and crispy and totally cheesy snack to Ireland. Guaranteed to hit the spot, they are baked with 100% real cheese while its unique curved shape gives it the ultimate satisfying crunch. And as it’s baked, not fried, the flavour packs a powerful punch. Launching on to the Irish scene are Cheez-It Snap’d in two flavours, Double Cheese and Cheese & Chilli, these drool-worthy snacks deliver a party for your palate with every crunch. Available from August 2024!

R

getting access to breakfast each day through our Breakfast Club Grants. We also partnered with FoodCloud to help feed those in need across the country, donating over 1 million servings of food (1,122,635).

1. 36.6% market share. Nielsen Total Scantrack L52wks data up to 14th July 2024 2. Breakfast Cereal Report, Ireland, Statista Market Insights, Jun 2024

Q: How importantly is NPD to Kellogg’s? Can we expect to see any new products on the market from your brand soon?

A: Innovation is key for us at Kellogg’s. NPDs allow us to stay responsive to trends, and increase flavour profiles, improve the nutritional content of existing products, recruit more consumers and ultimately bring added value into a category.

For Kellogg’s, it is vital for us to keep listening to our consumer needs, ensuring that we are offering products and flavours that we know our consumers are looking for. It allows us to stay top of mind for our shoppers and brings added value to our retailers.

We are continuously bringing innovation to the breakfast category with the launch of Krave Choco Brownie Flavour and Special K High Fibre in 2024.

In 2023, we launched Kellogg’s Coco Pops Chocos, which continues to be the #1 NPD as the fastest growing sub brand at +300% vs. YA*.

GET THE VE

I T I T E P M O C EDGE

WWW.ACTI-SNACK.COM

@actisnack

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Healthy Family Foods

Breakfast

54 CATEGORY FOCUS Breakfast

Nearly two-thirds of Irish people are early birds as survey shows 52% are more productive in the morning The Irish are a nation of go-getters, with over 46% of us tackling a champion-worthy four to 16 tasks by 7am each day according to new research conducted by Alpro.

The survey*, undertaken to celebrate the arrival of the new Alpro Plant Protein range found a nation of go-getters with everyday essentials like starting a wash load, emptying the dishwasher and getting showered before breakfast.

Almost every Irish person (96%) recognises the importance of protein in their diet, yet only 8% feel their morning routine delivers a protein punch. Alpro Plant Protein offers a tasty and plant-based solution. You can now achieve your protein goals – without compromising on taste.

Lydia Cummins, brand manager, Alpro, commented: “Our research shows that although Ireland is a nation of early risers, we haven’t cracked our protein intake at the start of the day. Although almost all Irish people recognise the importance of protein in their diet, a third don’t have enough in their breakfast. We may be good at getting up early, but we also need to start our day in the right way. Our Alpro protein range is the perfect yummy protein treat, packed with plant-based goodness**.”

Everyone’s body needs protein and Alpro’s Plant Protein products are packed with quality plant protein. The latest additions to the Alpro Protein range includes Alpro Plant Protein Chocolate Flavour Drink (750ml), Alpro Plant Protein Original Drink (750ml), Alpro Plant Protein Mixed Berries alternative to yogurt (200g) and Alpro Plant Protein Tropical Fruit alternative to yogurt (200g).

The Alpro Plant Protein range is now available in supermarkets nationwide including SuperValu, Dunnes Stores and Tesco. For further information on the Alpro Plant Protein range visit: www.alpro.com/ie/collection/plant protein.

Breakfast with benefits Leading gut health food brand, Bio&Me, founded by The Gut Health Doctor, Dr Megan Rossi, BSc, PhD RD, is on a mission to make good gut health deliciously easy.

Dr Megan’s scientific research shows that people and microbes thrive on variety and deliciously good food. As a result, Bio&Me’s award-winning range of granolas and

Super Seedy & Nutty Granola

ShelfLife August 2024 | www.shelflife.ie

Ireland’s oat experts launch new look granola range With more than three million portions of Flahavan’s porridge oats consumed each week in Ireland, the Waterford-based family food business continues to maintain its position as Ireland’s favourite porridge, proudly fuelling Irish families for over 200 years.

The market-leader in oat-based cereals, Flahavan’s produces a range of over 50 breakfast products using locally sourced wholegrain oats, including Flahavan’s Progress® Oatlets, Organic Oats, Quick Oats, Hi-8 Muesli and Granola. Most recently their top-selling and deliciously toasted wholegrain Oat Granola range has hit the supermarket shelves with bold, energetic and disruptive new packaging.

Flahavan’s is committed to driving long term brand growth of the Irish breakfast category and continues to support its portfolio through extensive PR and brand communications to reinforce brand superiority, quality and taste messages.

Insight driven innovation will also continue to be a key growth driver for the brand as it

porridges offers consumers tangible gut health benefits at an accessible price point. As consumer curiosity around gut health surges, offering your customers the very best in gut healthy products is key.

Bio&Me’s ‘Good For Your Gut’ Granolas: High in fibre, with no added sugar or nasties, and suitable for vegetarians and vegans too, these flavoursome granolas contain up to 15 plant-based foods. Choose from Super Seedy & Nutty Granola and Low Sugar, Naturally Granola (€5.30/360g pack) to give your biome the diversity it loves to help it thrive.

Bio&Me’s ‘Good For Your Gut’ Porridges: These tasty porridges are high in fibre, with no added sugar or nasties. Choose from Apple & Cinnamon and Super & Seedy & Nutty, they’re also available in convenient pots, perfect for delivering a gut healthy breakfast, pronto. (€4.00/400g pack and €1.55/58g pot).

Find Bio&Me in Tesco Ireland, Nourish and SuperValu.

Cuisine de France Croissant: A perfect breakfast choice For thirty-five years Cuisine de France has been producing the best-in-class French baguettes, beautiful breads, pastries and much much more. Its extensive range of products allows Cuisine de France to meet its consumers’ needs for all occasions.

When it comes to breakfast, few options can rival the sheer delight of a freshly baked croissant. This flaky, buttery pastry has long been a favourite in cafés, convenience stores and homes around the world, and for good reason.

Cuisine de France croissants are renowned for their unique texture and flavour. The outer layer is crisp and golden, while the inside is soft and airy. This contrast creates a delightful eating experience that is both satisfying and indulgent. The rich, buttery taste of a croissant is a perfect way to start the day on a high note.

One of the great things about croissants is

New look granola range

continues to bring new benefit driven and functional products to the Irish consumer.

Flahavan’s is a member of Love Irish Food and is a Gold Member of Bord Bia’s Origin Green programme. Learn more at Flahavan’s.ie.

their versatility. They can be enjoyed plain or with a variety of fillings and toppings.

Whether you prefer a classic butter croissant, a sweet almond croissant, or a savoury ham and cheese croissant, there is a version to suit every palate. You can also pair them with jams, honey, or even fresh fruit for a balanced breakfast.

Croissants are a convenient breakfast option, especially for those with busy mornings. They can be easily picked up in your local convenience store. If you are short on time, a croissant can be a quick and satisfying grab-and-go breakfast that does not compromise on taste.

O’Hara’s of Foxford launches new ‘Baker 51’ range O’Hara’s of Foxford launches new ‘Baker 51’ range with delicious sourdough loaves delivering artisan quality and supermarket convenience O’Hara’s of Foxford, the Mayo bakery owned and run by the O’Hara family since 1951, which already boasts an impressive range of over 140 breads and cakes, has announced the launch of an exciting new brand, Baker 51.

Baker 51 is designed to deliver artisan quality, using locally sourced ingredients and innovative baking methods, through the convenience of supermarket shopping. The brand launches with a delicious sourdough loaf, created by the team in O’Hara’s to >>

NEW LOOK

SAME GREAT TASTE Packed full of toasted Irish oats

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56 CATEGORY FOCUS Breakfast

>> provide bread-lovers with the sought-after rustic flavour and texture of the artisan sourdough loaf that can be enjoyed straight from consumers store-cupboard.

O’Hara’s have harnessed the natural wild yeasts and bacteria in the air of rural Mayo to create the unique starter culture for this sourdough range. Unlike commercial yeast, these organisms are much slower acting and require a 48 hour fermentation process to raise the bread.

The unique ingredients, fermentation process and commitment to quality, which stays true to O’Hara’s of Foxford original ethos of ‘Care in the Making, and Care in the Baking’, has resulted in this versatile Baker 51 range which includes three sourdough varieties: Traditional Sourdough Vienna; Traditional Sourdough Cob; Malted Grain Sourdough Cob, as well as a delicious Baker 51 Fruit Loaf.

Julie O’Hara, brand manager, O’Hara’s of Foxford, commented: “Sourdough has continued to grow in popularity, and we knew that a high-quality, store-cupboard friendly sourdough would be a hit, whether it’s for a slice of toast in the morning, picnics, brunch or an evening toastie, a fresh slice of sourdough will always deliver.”

O’Hara’s of Foxford range of breads and cakes are available in supermarkets and independent retailers throughout the country.

Baker 51 Sourdough White Cob: 600g, RRP €3.75 Baker 51 Sourdough Malted Cob: 600g, RRP €3.85 Baker 51 Sourdough Vienna: 600g, RRP €3.75 Baker 51 Small Batch Fruit Loaf: 490g, RRP €3.80 Visit: www.oharasoffoxford.com Contact: @oharasoffoxford

White’s new range of ready-to-eats

White’s launches new range of ready-to-eats With over 183 years’ heritage and expertise, award winning White’s Oats is Ireland’s largest oat miller and breakfast cereal producer with over 800.000 bowls of porridge produced daily from its mill in Co. Armagh.

A market leading brand, White’s has a 68% share (value) in traditional porridge. Its longstanding heritage, dedicated farming partnerships and commitment to quality using only the best locally sourced ingredients from across the island of Ireland, helps deliver the distinctively creamy taste and texture.

Packed full of natural goodness and flavour, White’s has grown its range of oat-based cereals, from traditional porridge under its iconic Speedicook brand, to its Quick & Oaty Instant sachets and pots, Granolas and Toasted Oats.

White’s continues to invest in bringing the health benefits of oats to as many consumers as possible. It recently launched a range of ActivOat high in protein porridge pots while the latest addition to its oat-based breakfast cereal range offers a more permissible indulgent choice. High in fibre and free from artificial colours and flavourings, Toasted Oats Triple Chocolate is made from a unique blend of Wholegrain Irish Oats toasted flakes and crisp rice, blended with baked in dark, white and milk chocolate chunks. Salted Caramel & Pecan Granola is made from wholegrain jumbo oats, lightly baked and then blended with golden linseeds and sunflower seeds combined with salted caramel and caramelised pecans. Both are best enjoyed first thing in the morning or as a healthier snack any time of the day.

White’s holds a series of awards, including 53 great taste awards and Irish Quality Food awards. The full range is available at selected retail outlets across Ireland.

The new range of ready-to-eats (RTEs), Triple chocolate Toasted Oat, Salted Caramel and Pecan granola, and Quick and Oaty pot options are now available at selected supermarkets across UK and Ireland.

Different roles of Breakfast categories

O’Neills, knows a thing or two about producing award-winning bacon* Based in Co. Wexford, O’Neills bacon is made with Bord Bia approved Irish Pork and dry cured by hand in the traditional way using its unique family recipe with natural sea salt. It has 30% less salt in its bacon than comparison brands, O’Neills don’t add water and no phosphates are needed due O’Neill’s bacon in a bagel to the curing process. This results in bacon that tastes and cooks like it should with no shrinking on the pan guaranteed.

The chosen bacon of many of the top chefs and five-star hotels in Ireland, its range of products include Dry Cured Rashers, Lardons, Streaky Rashers, Sausages, Black & White Pudding, Ham Fillets, Bacon Steaks, Bacon Loins and Bacon Jam. O’Neills is proud to have won numerous prestigious awards including Gold, Silver and Bronze at Blas na hEireann, several stars at the coveted Great Taste Awards and Small Producer of the Year at the Irish Quality Food and Drink Awards.

Having started its business at a small farmers market, our range of products are available nationwide through SuperValu, Dunnes Stores & Tesco along with smaller independent and artisan food stores.

For more information and mealtime inspiration.

Visit: www.oneillsbacon.ie or email info@oneillsbacon.ie ■ *(No. 4 Bacon Brand in Ireland 2023, Nielsen)

ShelfLife August 2024 | www.shelflife.ie

1 MEANING OF AXES

Intentionality: impulse vs planned? (horizontal axis) Engagement: Are shoppers willing to browse and be disrupted? Do they look for premium or value? (vertical axis)

2 ACTIONS TO TAKE

Hero: “Give me a reason to choose this store”

Trip Driver: “Give me the best value on basics & make it easy” Basket Builder: “Disrupt me with irresistible deal on those little extras” Profit Booster: “Inspire me with something premium, new or different” ↑ HIGH ENGAGEMENT 5.85

Speciality Teas Breakfast Pudding Muesli/Granolas Cereal Bars/B'fast Biscuits Spec Wrapped Bread Sausages Machine Coffee/Pods  LOW Chilled Fruit Juice INTENTIONALITY Porridge/Hot Cereal 5.35

4.85

4.35

Roast/Ground Coffee Everyday Tea Instant Coffee Natural/Greek Yogurt Breakfast Cereal HIGH → Rashers Milk Alternatives INTENTIONALITY Butters & Spreads Eggs Wrapped Bread (Everyday)

3.85

Milk 3.35

5.00

5.50

6.00

Data from survey of 33,318 Irish shoppers, Nov - March 2024. Shopper insights available for 191 FMCG categories in 2024

↓ LOW ENGAGEMENT 6.50

7.00

7.50

Caroline Reid, Head of Client Services, Ireland caroline.reid@shopperintelligence.com

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58 RETAIL CRIME

Smuggling of 15 million cigarettes in a singular week

Value of illegal cigarette smuggling on course to double in 2024, Benny Gilsenan reports Retailers Against Smuggling (RAS) welcomes two significant seizures by Gardaí and Revenue Customs officers during the last week of July week. A grand total of almost 15 million illicit cigarettes were seized at the Port of Cork and Rosslare Europort, with a combined estimated retail value €12.3 million, showing a potential loss to the Exchequer of €9.5 million.

The Association continues to assert the need to increase enforcement measures against illegal smuggling, to adequately protect the Exchequer and retail revenues.

Pre-Budget submission Last month, representative body for the retail sector, Retailers Against Smuggling (RAS), launched its pre-budget submission at Buswells Hotel on Kildare Street, opposite Leinster House, calling on the Government to rethink its policy approach towards smuggling and illicit trade in order to tackle Ireland’s smuggling tsunami.

In its pre-budget submission, the representative group, called on the government to: • Reduce/Freeze consumer taxes including tobacco excise • Increase funding for detection and enforcement of smuggling • Amend the Finance Act to prosecute all suspected smugglers at Circuit Court level or higher.

On course to double RAS says that the scale and surmounting magnitude of the problem is clearly illustrated by the numbers with the value of illegal cigarette smuggling on course to double in 2024.

In the recently published Tax Strategy Group, which sits under the Department of Finance, it was recognised that despite increases to Tobacco Products Tax (TPT) in successive budgets, there has been a noticeable decline in receipts while smoking prevalence remains the same. The TSG warns that “the notable increase in the volume of products consumed

ShelfLife August 2024 | www.shelflife.ie

outside the scope of Irish excise duty raises concerns that price increases may be creating incentive for black market activity,” In 2023, a total of 31 major seizures came to the value of €58 million, at a loss of €45 million to the exchequer. So far, in the first half of this year alone, there have been 27 major seizures, worth a total value of around €64 million and a loss to the exchequer of almost €50 million.

The value of tobacco products seized is looking as if it is set to double on last year.

A poll of over 1,000 Irish adults conducted in spring of this year by Irish Thinks, on behalf of Retailers Against Smuggling, found that illicit market activity is becoming more and more normalised among the Irish public, with a quarter (25%) of all respondents having knowingly purchased some goods or services from an unofficial or irregular seller in the past 12 months.

A separate survey by Ipsos MRBI on behalf of the Revenue Commissioner found that, in 2023, 19% of cigarettes packs held by smokers were illegal, smuggled tobacco with an additional 15% were legal but non-Irish duty

paid. This is the highest level of illegality and excise evasion detected by this series of annual Revenue Commissioner surveys since they commenced in 2009.

In response to a recent parliamentary question, the Minister for Finance provided a summary of convictions and fines related to tobacco offences, which showed that on average, fines of less than €2,500 were handed out. This is nothing in comparison to the prospective hundreds of thousands, made by smugglers, benefiting from breaking the law.

Travel season With summer typically being a peak travel season, this means there are more people than usual, moving through duty-free shops and other transit points, increasing the likelihood of people purchasing above and beyond the duty-free limits set on alcohol and tobacco.

Commenting on the increasing levels of smuggling, spokesperson for RAS, Seamus Griffin, said: “Smuggling is a real issue, that is hitting us where it hurts most. While we as retailers play by the rules and uphold the law, smugglers are skirting around those same laws and cutting from our profits. It is time for a serious investment in detection and enforcement to ensure those breaking the law face real consequences. Without this, the integrity of our businesses and livelihoods are at risk.”

It is RAS’ contention that the government needs to wake up and realise that smugglers are literally sticking their hands directly into the state’s till and stealing money that could otherwise fund essential public services. The realities of this do not yet appear to be realised. ■

C-STORE AWARDS

Excellence in every aisle Venue Royal Marine Hotel, Dun Laoghaire, Co. Dublin Date November 21 2024

enter your stores at www.cstore.ie FOR FURTHER DETAILS CONTACT IAN MULVANEY | 087 2208486 | ian.mulvaney@mediateam.ie MARK MORGAN | (01) 294 7767 | mark.morgan@mediateam.ie

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60 MARKET MOVERS NIVEA Refreshing Wash Gel

Cheez-It

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Cheez-It Snap’d Cheese & Chilli

Cheez-It Snap’d Double Cheese

Cheez-It Snap’d Double Cheese

Cheez-It makes its Irish debut with two bold flavours Iconic American snack Cheez-It has arrived in Ireland, offering Double Cheese and Cheese & Chilli flavours. Due to popular demand, the iconic American favourite, Cheez-It has hit the Irish shelves.

Cheez-Its are baked with 100% real cheese and as it’s not fried, the flavour packs a powerful punch.

Launching on to the Irish scene are Cheez-It Snap’d in two flavours, Double Cheese and Cheese & Chilli.

The two flavours include: Double Cheese: Packed with twice the cheesy punch, it’s the perfect snack for those looking for a super cheesy delight (40g RRP €1.40) (120g RRP €3.39) Cheese & Chilli: A bold blend of cheesy flavour with a spicy kick, ideal for those looking to turn up the heat (40g RRP €1.40) (120g RRP €3.39) A spokesperson from Cheez-It said: “We know Ireland is a nation of cheese lovers, and as this snack is baked with 100% real cheese, the only thing people won’t love is that it didn’t come to Ireland sooner!”

Cheez-It Snap’d is available from all major stockists in Ireland.

Nestlé

Milkybar Jelly & Ice Cream Nestlé Confectionery has announced that Milkybar and Rowntree’s have teamed up to create a delicious sharing bag in time for summer, Milkybar Jelly & Ice Cream.

Bringing back memories of sunny desserts from years gone by, the nostalgic confectionery treat combines the smooth and creamy flavour flavour of Milkybar white chocolate giant pieces with Rowntree’s fruity flavoured Milkybar Jelly and Ice Cream jelly sweets.

Milkybar Jelly & Ice Cream is suitable for vegetarians and is now available in stores nationwide.

Maria McKenna, confectionery marketing manager, Nestlé Ireland, said: “We’re excited to share our latest ice cream inspired sharing bag with the Ireland this week and can’t wait to hear what our confectionery fans make of it.We loved the idea of jelly and ice cream as a flavour inspiration, it brings back memories of carefree summer days, sitting around the table with friends and family. Our sharing bags are designed to bring people together and hopefully this tasty new treat will bring back some of that summer nostalgia when people try it.”

Milkybar Jelly & Ice Cream joins the existing Nestlé Confectionery ice cream-inspired line up, which includes Neapolitan flavour Aero Melts, Munchies Cookie Dough Ice Cream flavour, Raspberry Ripple flavour Milkybar Sweets and Ice Cream shaped Rowntree’s Randoms Foamies.

Milkybar Jelly & Ice Cream 95g are available from stores nationwide.

ShelfLife August 2024 | www.shelflife.ie

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• Soothing Sensitive Micellar Cleansing Water NIVEA Soothing Micellar water removes pore blocking makeup, dirt and impurities. The gentle formula is suitable for sensitive skin with Amino Acid complex + Dexpanthenol to add back moisture and soothe skin each time consumers cleanse. It respects the skin’s natural balance, requires no rinsing and is free of perfumes, colourants and parabens.

• Bi-Phase Double Effect Eye Make-Up Remover This iconic product benefits from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes. The ‘oil phase’ is designed to remove waterproof mascara and eye make-up without irritation. The ‘aqueous phase’ is formulated to protect and care for lashes without leaving any oily residue. The highly effective yet caring formula is also enriched with cornflower extract which is known for its anti-inflammatory and soothing properties.

• Refreshing Face Cleansing Wash Gel This wash gel deeply cleanses and hydrates for a perfectly clean, refreshed skin look and feel. The formula combines effective cleansing with the mild and moisturising benefits of Vitamin E to help strengthen the skin’s protective barrier, while effectively moisturising to support your skin in maintaining its natural moisture balance every time consumers cleanse. Find the NIVEA 24H Moisture Cream range to perfectly compliment your NIVEA cleanser.

• Biodegradable Cleansing Wipes Gently and effectively cleansing the skin while maintaining its natural balance, NIVEA wipes remove face and eye make-up while providing the skin with refreshing moisture. These soft and gentle wipes are made with 100% renewable plant fibres, are biodegradable, and are enriched with specially selected organic Argan Oil and organic Aloe Vera. *Based on NIQ RMS data for the SKINCARE category (Beiersdorf UK Ltd -defined) for the Latest 52 weeks period ending 28/01/24 for the Ireland total scantrack (Copyright © 2023, NIQ).

Monster Monster Ultra Strawberry Dreams

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MARKET MOVERS

61

Connacht Gold

Three Connacht Gold Butter products triumph at Great Taste Awards 2024 The Connacht Gold Butter brand picked up awards for three products in its real butter range at the highly esteemed Great Taste Awards 2024.

Building upon the success of last year, Connacht Gold Pure Irish Butter received two stars for its creamy, rich finish, and was described as ‘perfectly salted’ for the palette. Both Connacht Gold Softer Butter and Connacht Gold Half Fat Butter received one star each, and were commended for their wellflavoured, spreadable texture.

Connacht Gold products have a long history of success at the awards with the business continuing to produce the highest standard of dairy since its inception in 1897. Often celebrated for its authenticity, local farming roots, and honest ingredients, the business continues to innovate and has experienced substantial growth over the years through targeted investment and rebranding.

Great Taste is the world’s largest and most trusted food and drink awards. With a panel of over 500 experts, submitted products are blind-tasted and judged, before subsequently receiving a mark of 0-three stars.

The Connacht Gold Butter range is available in all major retailers. For more information on Connacht Gold products, visit: www.connachtgold.ie

Niamh Jinks, communications & brand manager, John Connor, area sales manager, Seamus Hannon, national accounts manager

Mama Bear

Nordic Spirit

Two Mama Bear ketchups win Great Taste Awards Mama Bear Foods has announced that two of its ketchups, Mama Bear Hidden Veggies Ketchup and Mama Bear Smokey BBQ Ketchup, have been honoured with prestigious Great Taste Awards.

Mama Bear Ketchups are made in small batches by Ballymaloe Foods in Co. Cork using natural ingredients. They are gluten-free and fatMama Bear Hidden Veggies free and are naturally sweetened with Chicory Ketchup Root Syrup which contains prebiotic fibre.

Mama Bear Hidden Veggies Ketchup combines the classic, tangy flavour of traditional ketchup with a nutritious twist. Made especially for fussy eaters, this ketchup contains beetroot, celery and carrot, giving parents a convenient way to boost their family’s vegetable intake without compromising on taste.

Mama Bear Smokey BBQ Ketchup is a delicious accompaniment to summer dining, or for a flavour boost at any time. It has warming notes from smoked paprika, garlic and spices which little ones are sure to enjoy.

Maxine Hyde, general manager, Ballymaloe Foods who purchased Mama Bear Foods from its founder, Loretta Kennedy in 2022.

Commenting on the recognition from the Great Taste Awards, she, said: “Our team is dedicated to creating products that not only taste amazing but also offer nutritional benefits. As parents ourselves, we understand that mealtimes can sometimes be a struggle. Hopefully, Mama Bear can help ensure that children are eating tasty nutritious food.”

The Mama Bear range of ketchups is now available in Dunnes Stores and SuperValu nationwide (RRP €3.79*).

Nordic Spirit Tropical Mix

A tropical taste of freshness Are you ready to discover Nordic Spirit’s new limited-edition flavour, this summer?

Introducing Tropical Mix; the latest addition to its Intense+ range, offering consumers a ripe, sweet and succulent mix of pineapple and mango flavours that brings exotic freshness to the everyday.

As with all of its new Intense+ flavours, Tropical Mix offers a faster nicotine release and all-improved flavour to provide the best user experience possible.

If Tropical Mix doesn’t tickle your fancy, Nordic Spirit’s icy-fresh Frosty Mint, juicy and cool Frosty Berry, sharp yet balanced Sweet Mint and fruity, tangy Raspberry flavours will surely invigorate your consumer’s tastebuds.

Tropical Mix is only available as a Limited-Edition flavour, so make sure you’re equipped to be able to offer your consumers the flavour of Summer this year.

Enjoy Nordic Spirit, refreshed.

Discover more at www.nordicspirit.ie. ■

www.shelflife.ie | ShelfLife August 2024

62 INTERVIEW

20

QUICK QUESTIONS WITH

HILARY HUGHES marketing manager,

Premium Spirits at Coca-Cola HBC

Premium Spirits is an important part of the Coca-Cola HBC product range, in line with its leading beverage partner vision

Hilary Hughes, marketing manager, Premium Spirits at Coca-Cola HBC

1. Best series you recently watched on a streaming platform?

Bridgerton, its captivating blend of historical drama and modern storytelling makes it a standout show that’s both entertaining and visually stunning. To see Galways, Nicola Coughlan’s portrayal of Penelope Featherington and her character’s transformation in the third season of Bridgerton was sensational.

2. Best place for coffee?

Dolce Sicily, off Grafton Street in Dublin – serves Café Vergnano coffee and it’s amazing (so is the food so go hungry for your coffee!).

3. Top movie recommendation?

‘Knives Out’ by Rian Johnson and the sequel ‘The Glass Onion’ are two really good murder mystery films.

4. Top book recommendation?

‘Who Not How’ by Dan Sullivan. It’s a great book that teaches you how to leverage the talents and skills of others to achieve your goals faster and easier.

5. Which social media platform do you use most?

Instagram. I try to keep it up to date with content to capture memories (and remember what I did last month!).

6. Favourite influencer/content creator if you have one?

I admire Marie Forleo, who is a coach, author, and entrepreneur. She creates amazing content on her website, podcast, and YouTube channel that helps people overcome their challenges and pursue their dreams.

7. Best advert on TV? I like the one for Spotify where they show different playlists for different moods and situations. It’s catchy, creative, and relatable.

8. Worst advert on TV? I hate those ads about price comparisons and searching the market for the best price, they just annoy me.

9. Favourite grocery shop?

I’ve been a SuperValu shopper all my life, I love how they support local artisan producers to get started in the industry.

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

Bring back all our friends and family that have had to emigrate over the years.

11. Greatest achievement to date?

Bringing my two kiddos into the world, Mila and Ned. 12. Do you prefer working from home or in the office/on-site?

I like working from home because it gives me more flexibility. I’m pretty good at managing my own schedule and given my current role working with alcohol brands I do have a lot of social interaction so it’s the best of both worlds.

13. Best piece of advice you ever received?

My dad always told me & my siblings we wouldn’t be good horse riders until we fell off 100 times, which I think is so true, that you need to embrace the process of trying and failing as a necessary step towards mastery. It taught me that each failure is not a setback but a steppingstone that brings me closer to my goals. As a kids, it instilled a

ShelfLife August 2024 | www.shelflife.ie

sense of bravery in us to push ourselves because if we ‘fell off’ we were getting better at a higher level, and today, this advice has encouraged me to take risks, learn from my experiences, and ultimately, become more adept at what I do.

14. Biggest fear?

This is embarrassing but birds. They terrify me. All kinds. Literally anything with wings, if it’s flying, I am petrified it will fly into me and my body reacts as if that tiny sparrow will kill me, I know in reality it won’t!

15. City or beach break?

Definitely city. Not really a beach girl. Few days by the beach will do me at the end of a holiday. I need access to buzz and culture. My two favourite cities in the world are New York and Barcelona.

16. Top restaurant recommendation?

I feel like I could do one per city here! In my home town Kilkenny, hands down ‘Buther’, the best steak and cocktails. I also love a good Italian – so ‘Emilianos’ in Waterford is exceptional. I ate in ‘The Cornstore’ in Limerick recently too and would highly recommend it.

17. Who is the last artist/group you saw live?

I saw Snow Patrol last weekend in Thomond Park, they were amazing, and Gavin James in Trinity College the week before. But one I am most looking forward to is Beyonce touring with her Cowboy Carter album, that will be epic.

18. Apart from your own, what brand do you admire most?

In the luxury space, I love Chloé the French fashion house, it’s free-spirited femininity and makes stunning clothing, accessories, and fragrances.

19. Best customer service you ever received?

I love the brand Barbour - they just create the most beautiful timeless coats, and doing their bit for sustainability, they also offer incredible customer service where customers can return their beloved Barbour jacket at any time to be re-waxed, cleaned, repaired, or altered.

20. What’s the last compliment you received?

The last compliment I received was a thank you from someone when I do time out for them. It was heartwarming to hear that my efforts to be there for others are noticed and appreciated. It’s important to me to support others and be a reliable presence they can count on. This compliment reaffirms my belief that taking the time to listen and be present for people is one of the most valuable gifts we can offer. ■

LAUNCHING NOV. 2024 NOTE: This product’s notification period with the HSE ends 08/11/2024. Per the HSE, it can not be legally sold before this date.

Visible E-liquid Level

Mesh Coil

PUFFS

Detachable Battery Rechargeable

Power Display Screen

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