ShelfLife August 2025 Issue

Strong Roots owner Samuel Dennigan discusses the role the brand has played in changing how people see and eat frozen vegetables

+ Growth, impact, ambition

Symbol of strength

Brands that continue to shape the future of local convenience retail

Consumers reshape hiring

How today’s shoppers are changing grocery recruitment

ShelfLife August 2025 Vol.32 No.8

Editor

DONNA AHERN

donnaahern@mediateam.ie

Staff journalist

RYAN BRENNAN

ryanbrennan@mediateam.ie

Contributors

CAROLINE REIDY

NIKKI MURRAN

Head of business

IAN MULVANEY (087) 2208486

ian.mulvaney@mediateam.ie

Account manager

MARK MORGAN (086) 8854930

mark.morgan@mediateam.ie

Circulation subs@mediateam.ie

Publisher JOHN McDONALD (01) 294 7744

john.mcdonald@mediateam.ie

Printing W & G Baird Ltd

ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control. For those outside these terms, annual subscription is €98.00 including postage & packing.

Retailers demand tougher crime penalties

A new wave of parents coaching children to steal, along with serial offences, is a major concern for the retail industry. Retail crime is spiralling out of control, impacting businesses and communities more severely than ever.

Stronger enforcement and tougher penalties are needed to send a clear message that this behaviour won’t be tolerated. Something has to be done.

Retail crime remains one of the key concerns for independent shops across the country, causing enormous stress for shop owners, their families, and staff It also adds significant costs at a time when retailers are already struggling with heavy financial burdens from government measures and rising food and commodity inflation.

We spoke to both retailers and industry leaders about how they believe this issue can be curbed. For in-depth insights, expert opinions, and potential solutions, turn to PG 24.

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

COVER STORY

26 A decade of growth, impact, and ambition: As Strong Roots celebrates its 10th year in business, Donna Ahern sat down with founder Samuel Dennigan to talk about why this milestone is more than a birthday - it’s a celebration of the role the brand has played in changing how people see and eat frozen vegetables

NEWS&ANALYSIS

14 Nenagh, Tipperary benefits from Nearby’s community first focus: Shaz Ahmed, owner, Nearby Nenagh, talks to Ryan Brennan about community focus, store upgrades, and strong support from Nearby.

18 I’m with the brand: Aoifa Smyth director, The Collaborations Agency talks to Donna Ahern about the role of a brand ambassador in today's digital and creator-led landscape

24 Crime report: Retail crime is spiralling out of control, hitting businesses and communities harder than over. Stronger enforcement and tougher penalties to send a clear message that this behaviour won’t be tolerated. ShelfLife reports.

30 Community, convenience, and commitment: While proudly independent, manager Ciara Sweeney talks to ShelfLife about how SPAR Edenderry benefits greatly from the wider SPAR and BWG network. 34 Budget 2026: Retail and FMCG leaders outline their priorities as economic uncertainty looms over October’s Budget announcement

82 20 Quick questions: Jolanta Turowska, quality and sustainability manager, Java Republic.

ADVISOR

20 HR: Ireland’s long-awaited pension auto-enrolment scheme is set to launch on 1 January 2026 and promises to overhaul the nation’s approach to retirement savings. Caroline Reidy reports.

22 Recruitment: How today’s shoppers are changing grocery recruitment.

MARKETING&

CATEGORY FOCUS

35 Symbol groups

76 Market movers

Donna Ahern

NEWSGRID

The top news stories in FMCG and retail from across Ireland

Smurfit Westrock reports ‘strong’ second quarter

Smurfit Westrock has reported a ‘strong’ second quarter performance, its latest financial results show.

The global sustainable packaging giant noted that it continues to ‘deliver in line with its adjusted EBITDA (earnings before interest, taxes, depreciation, and amortization) guidance’.

BAT Ireland urges urgent action on vape tax

BAT Ireland has recently warned that Ireland’s illicit vape trade which according to KPMG estimates accounts for up to 40% of Ireland’s €550 million vape market, will continue to thrive unless the excise tax on vapes is introduced in the coming months and accompanied by strong enforcement measures.

Minister backs Wexford food producers at Fleadh

Minister for Housing, Local Government and Heritage James Browne TD officially opened the ‘Wexford Fleadh Artisan Food Hall’ as one of the highlights of the 2025 Fleadh Cheoil na hEireann.

Rising grocery costs shift shopping habits

As grocery prices continue to climb, 87% of Irish shoppers report they’ve been forced to rethink how they shop, and 87% say they’re now more vigilant about food waste, according to new research from Too Good To Go

Glanbia reports strong Q1

Hugh McGuire, CEO said that results reflect a first half of “significant execution and progress as it generated 6% revenue growth in the period, underpinned by strong growth in H&N and DN and a sequential improvement in PN through the period as the Group navigated significant macroeconomic volatility.”

Local economy to score big from US college football game

The month of August sees Ireland welcome back the Aer Lingus College Football Classic for the first US college football game of the 2025 season, known as ‘Week Zero’.

The match between Kansas State University’s ‘Wildcats’ and Iowa State University’s ‘Cyclones’ will take place on Saturday, 23 August, in the Aviva Stadium with kick off at 5pm Irish Time

Revenue seizes contraband in various operations

Over the past week, commencing 4 August, Revenue officers seized contraband with an estimated value of over €289,000 in various operations in Dublin, the Midlands, and Rosslare Europort. The detections were made as a result of risk profiling and intelligence led operations.

Dublin Food Projects benefit from Safefood

Safefood recently announced a significant €1.5 million investment in its Community Food Initiatives Programme 2025-28, with five key projects across Dublin set to receive funding.

Penneys launches new customer app in Ireland

Penneys has recently launched its new customer app in Ireland.

The launch marks the next step in the retailer’s strategy to ‘harness the power of digital to support its stores and bring the best of Penneys to more people’. ■

FOR ADULT NICOTINE CONSUMERS ONLY.

Centra launches new Superquinn Sausage Roll

Centra has recently launched a new Superquinn Sausage Roll, available now in selected stores nationwide for just €2.50 each.

The retailer explained that this new take on a ‘national favourite’ features a generous helping of Superquinn sausage meat wrapped in a rich, butter puff pastry

The Superquinn Sausage has always held a special place in Irish hearts and now it’s been given the spotlight it truly deserves, it added.

To celebrate the launch, Centra has teamed up with it’s long-time collaborator Mick Medeiros to get real-time reactions to the new Superquinn Sausage Roll on the streets of Dublin.

Speaking on this new addition to the Centra deli, Medeiros, said: “I’ve always loved a Superquinn Sausage but seeing it reinvented like this is next level.

“The combination of the pastry and sausage have you coming back for more after one bite!”

Check out the public’s reaction to the ‘best sausage roll out there’ on Instagram here.

Spar and Eurospar to support Team Ireland to LA 2028 Olympic Games

Leading retail group Spar and Eurospar have been confirmed as official retail partners to The Olympic Federation of Ireland and Paralympics Ireland.

The partnership will see Spar and Eurospar support Team Ireland as they build towards and compete at the 2028 Olympic and Paralympic Games in Los Angeles.

On hand to launch the partnership were double Olympic champion rower Fintan McCarthy, two-time Olympic 100m hurdler Sarah Lavin, two-time Olympic boxer Aoife O’Rourke, two-time Paralympic swimming medalist Róisín Ní Riain, former world champion Para Rower Katie O’Brien, and two-time Paralympian and former European Para Table Tennis champion, Colin Judge

This partnership builds on Spar and Eurospar’s heritage of supporting local and elite sports, which includes sponsoring the European Athletics Championships since 1996, supporting more than 80 competitions, and promoting healthy living through sport and a balanced diet.

Spar and Eurospar have a long-standing track record of serving local Irish communities since the first store opened in 1963, giving back and investing significantly in community and charity programmes to support local causes, community clubs and groups.

O’Donnells celebrates 15 year’s in business

2025 marks 15 years since O’Donnells crisps launched into the Irish market.

O’Donnells’ renowned crisps owe their exceptional quality to the premium potatoes carefully grown on the family farm in Seskin, Co Tipperary Backed by a farming tradition spanning seven generations and more than 300 years, the O’Donnell family has truly perfected the art of potato cultivation.

O’Donnells Crisps were the original hand-cooked crisps in Ireland, using local food producers for great flavours.

First launching during a recession in 2010 with just two flavours, Mature Cheese & Red Onion and Irish Cider Vinegar & Sea Salt, the range has now grown and won the hearts of the Irish nation.

The creators of Ireland’s most awarded crisps are now excited to launch their latest flavour sensation: O’Donnell’s Hot Honey Fusion.

O’Donnell’s Hot Honey Fusion taps into the growing popularity of the hot honey flavour trend, expertly blending fiery spice with smooth, natural honey sweetness.

From now until 3 September, customers can pick up a Frank and Honest coffee and a Superquinn sausage roll for only ¤5

Spar and Eurospar to support Team Ireland as they build towards and compete at the 2028 Olympic and Paralympic Games in Los Angeles

(L-R) Kate and Ed O’Donnell

Dublin date set for Más+ by Messi 1v1 World Crown football tournament

Hydration drink Más+ by Messi, in collaboration with Leo Messi, widely regarded as the greatest football player of all time and an eight-time Ballon d’Or winner, is igniting a worldwide search for the planet’s most exceptional 1v1 players – and it’s coming to Dublin on 6 September

Más+ by Messi 1v1 World Crown, a groundbreaking tournament set to uncover grassroots talent and create a dynamic new platform for the future of football.

The event has been unveiled by Más+ by Messi, the hydration drink co-founded by the football legend.

This brand new tournament is designed to redefine how the next generation of ballers make their name

From community pitches to the grandest stages, the Más+ by Messi 1v1 World Crown ‘offers an unparalleled opportunity for aspiring athletes to shine – and, critically, to perform under the watchful eye of Messi’.

The football maestro will be personally involved, helping in the selection of competitors and overseeing the final rounds, culminating in the ultimate moment where he will crown the champions.

O’Donnells secures seven Great Taste Awards 2025

O’Donnells Crisps has been awarded an impressive seven accolades at the prestigious Great Taste Awards 2025, including two coveted two-star honours making it the most awarded crisp brand across Ireland and the UK this year

Organised by the Guild of Fine Food, the Great Taste Awards are the world’s most trusted food and drink accreditation scheme This year 14,340 products underwent a rigorous blind-tasting process, judged by a panel of over 500 experts across 110 days Just 1,508 products earned a two-star rating, described as ‘above and beyond delicious’, while only 273 received the top-tier three-star award

Judges praised O’Donnells crisps for its exceptional quality, noting: “The crunch is delightful, the seasoning well-judged and these crisps are altogether deeply moreish.”

Ed and Kate O’Donnell, co-founders, O’Donnell’s Crisps commented: “We’re incredibly proud to take home seven Great Taste awards, especially in a year that marks 300 years of family farming in Tipperary and 15 years of O’Donnells Crisps. It’s a real milestone moment for us as a family-run brand.”

O’Donnells crisps are gluten-free vegetarian-friendly and made without artificial colours, flavours, MSG, or GM ingredients.

Minister Timmy Dooley highlight’s role of the Seafood Development Programme

Dundalk Bay Seafoods, one of Ireland’s leading shellfish processors, has pioneered the country’s first-ever AI-powered shellfish grader, a cutting-edge innovation that will transform how shellfish are sorted and prepared for market.

The technology, developed over five years of in-house research, uses advanced artificial intelligence and laser vision to grade shellfish with unmatched speed and accuracy It can handle up to 10 pieces of fish per second and will be used to grade two of the company’s core products, Dublin Bay Prawns and Razor Clams.

Minister of State at the Department of Agriculture, Food and the Marine, Timmy Dooley TD, congratulated Dundalk Bay Seafoods on blazing a trail in innovation in the seafood sector

“It is clear that Ireland’s Seafood Development Programme is playing a major role driving innovation and new technologies in the seafood sector, supporting companies in investing to be more productive, efficient and sustainable.” he said. ■

Football legend Leo Messi

O’Donnells win seven Great Taste Awards 2025

(L-R) Pat and Cathal Lynch, directors, Dundalk Bay Seafoods

The World Crown tournament is set to take place on 6 September

(L-R) Más+ Miami Punch, Limon Lime League, Berry Copa Crush and Orange D’Or

Dunnes leads the way once again as Ireland’s top grocer

Despite erratic

summer

weather, Irish shoppers spend an additional €57 million on groceries

Dunnes Stores holds 23.4% grocery market share, with sales growth of 6.9% year-on-year, over the latest 12 weeks, research shows

According to the latest data from Worldpanel by Numerator (formerly Kantar) Dunnes shoppers returned to store more often, up 3.5%, which contributed €27.1 million to their overall performance.

Tesco holds 23.2% of the market, with value growth of 5.7% year-on-year Shoppers increased their trips to store by 3.7%, which contributed €28.5 million to overall performance, during the period.

SuperValu holds 20.2% of the market with growth of 4.8%. Consumers made the most shopping trips to this grocer, averaging 25 trips over the latest 12 weeks. This increase in the number of shopping trips contributed an additional €62.8 million to its performance.

Lidl holds a new record market share of 14.2% with value growth of 9%. Lidl also saw shoppers pick up more volume in store, up 4.6%, contributing an additional €20.8 million to overall performance.

Aldi holds 12.0% market share, up 5.6%. Increased store trips and new shoppers drove an additional €24.6 million in sales.

Market’s overall performance

Irish shoppers contributed an additional €57.4 million to the market’s overall performance, with take-home value sales up 5.2% over the four weeks to 13 July 2025, according to the latest grocery data from Worldpanel by Numerator

An update on inflation

Despite the weather going from warm and sunny to wetter than average, shoppers visited stores around 22 times in July, picking up less packs per trip, down 0.6% versus last year

While grocery price inflation continued to rise, up from 5.3% in the last 12-week period to 5.43%, shoppers have been enjoying everything the Irish summer has to offer A combined extra €46.2 million year-on-year was spent in July on suncare, smoothies, ice cream, pickles, soft drinks, antipasti and fresh fruit.

“With schools now officially out for summer and many people enjoying the holidays, convenience is key when it comes to meal choices,” explained Emer Healy, business development director at Worldpanel by Numerator

“Shoppers spent almost €1 million extra on both fresh and frozen ready meals compared to last year

“This is despite a rise in average prices, which impacts shopper behaviour What we are seeing is much more caution from Irish consumers who

actively seek out promotions to get the best deal.”

Nostalgic products

Over the latest 12-week period, brands have grown behind the total market (+5.8%) with growth slowing to 3.7%. Despite this, shoppers still spent an additional €59 million on branded products. Own label saw stronger growth over the 12 weeks at 6.7% with premium own label the standout performer, up 16.2%. Shoppers spent nearly €20 million extra on these ranges.

Brands currently hold 46.5% value share of the total market with own label at 47.9% value share.

Worldpanel by Numerator latest Brand Footprint report (which is published in full in the recent July issue of ShelfLife) shows that Irish shoppers still favour nostalgic brands.

Healy added: “Over the course of 2024, 39 brands experienced growth in Consumer Reach Points – a metric that considers the number of buyers and how often they buy a product – compared to just 27 in 2023, indicating a more favourable environment for brand growth.

“We have seen lots of brands with Irish heritage featuring high in the rankings including Brennan’s, Avonmore & Tayto.”

Key growth area

Shoppers spent €756 million on promotional lines during the latest 12-week period, a 9.4% increase compared to the previous year

Key growth categories included pre-mixed alcoholic drinks, soft drinks, frozen confectionery and frozen fruit, all growing ahead of the total market for promotional lines.

Total online holds 5.7% value share of the market, with sales rising by 8.1% year-on-year, and shoppers spending an additional €15 million through this channel.

Over the latest 12-week period, shoppers purchased their groceries more often online, up 8.5%, contributing €15.7 million to its overall performance. ■

Dunnes shoppers returned to store more often. Pic: Rollingnews.ie

CSNA NEWS

Garda vetting – a cautionary tale

Auto-enrolment update

Auto-enrolment will begin on 1 January 2026.

An employee must meet the following conditions to be automatically enrolled:

• Be aged between 23 and 60

• Earn more than €20,000 per year

• Not currently be paying into a work or private pension through payroll Auto-enrolment will be run and managed by a new independent body set up by the Department of Social Protection, called the National Automatic Enrolment Retirement Savings Authority (NAERSA).

Employer/Employee queries on the new system can be directed to their autoenrolment team at autoenrolment@welfare.ie

We became aware this week of a most unfortunate byproduct of an appearance in Court for a licensee in a public house.

While the business in question was owned and operated by a limited company, when the pub ran foul of the law by selling alcohol to a minor in a Garda Test Purchase and was successfully prosecuted, the conviction, for what was deemed to be an offence involving minors was considered to be relevant, and

seen as “specified information “.

The publican was joining his partner in a Crèche business venture and was, to put it mildly, more than surprised when his Vetting was denied, due to the sale of alcohol to a minor conviction.

Retailers selling alcohol, tobacco and nicotine-inhaling products and Lottery products need to remind themselves and their employees that the consequences of a conviction can be far-reaching.

If a staff member is charged and

High court fixes date for CSNA vs minister for health, Ireland, attorney general judicial review

Members will be aware of the challenge the Association is making to the decision by minister Stephen Donnelly to set initial and subsequent licensing fees for retailing tobacco products at €1,000 every year and a further €800 annually for those wishing to sell nicotine-inhaling products. The High Court agreed that the

case brought by the Association was urgent and needed to be heard and judgement given in advance of the mandated commencement of February 2026. Justice Bolger fixed the Week commencing 17 November for the (probable) one day hearing, which will be heard at Sligo High Court.

convicted, it will affect their freedom to travel.

A criminal conviction remains on your record for a considerable period before it may be expunged (depending on the nature of the offence); it’s one further reason to make sure all staff, full and part time are continuously reminded of their obligations to both the law and their employer to carry out in full the procedures for preventing sales to underage children.

Minister Stephen Donnelly. Pic: Rolling News

CSNA NEWS

CSNA NEWS

CSNA NEWS

SARA ORME National president, CSNA

CSNA meet minister for retail

Sara Orme president and Flora Crowe, vice president, CSNA met with minister for retail Alan Dillon, accompanied by Vincent Jennings, chief executive, CSNA at the Department of Enterprise in Kildare Street last month.

During the course of a wide-ranging Agenda, the delegates stressed to the Minister the need to investigate the high cost of essential groceries by looking at the global players in the manufacturing and distribution of household staples, rather than fruitlessly focusing solely on the retail chain, who in the main, do not increase prices unless they have had increases forced upon them further up the chain.

We also spoke of SME tests, retail security, rates valuations for forecourts and the need for integrated training to assist waste management.

Minister Browne cancels furniture fees until (at least) September 2026

Good news for hospitality and retail outlets that have street furniture outside their premises on the public footpath.

As noted in last week’s newsletter, the association had canvassed the members of the Joint Committee on Housing, Local Government and Heritage to amend the draft Planning and Development (Street Furniture Fees) Regulations 2025 to reflect a real concern for businesses trying to survive.

We were pleased to note that the original suggestion in the regulations that there would be a €0 charge for every table (down from €125) until December of this year was changed to 30 September 2026, and that this reduction includes any chairs, heaters, canopies and surrounds but obviously with eh requirement that a) they be stored away when the premises was not open and b) that accessibility for the public was not unduly affected. This has a significant saving to members and for those in the hospitality trade, happy to help!. ■

¤0 charge for every table (down from ¤125)

(L-R) Sara Orme, president, CSNA, minister for retail, Alan Dillon, Vincent Jennings, chief executive, CSNA and Flora Crowe, vice president, CSNA

CSNA NEWS

Nenagh, Tipperary benefits from Nearby’s community first focus

Shaz Ahmed, owner, Nearby Nenagh, spoke to Ryan Brennan about community focus, store upgrades, and strong support from Nearby

Since opening its doors in Nenagh, Co Tipperary, the town’s first Nearby store has quickly established itself as a vital part of the local community and a shining example of what happens when independent retail meets smart support. While still in its early stages, the transition to the Nearby brand has already marked a major milestone for the store and for the brand’s presence in the county

“Our store in Nenagh is one of the newest members of the Nearby family,” says the store’s owner. “The transition marks a significant milestone for us as retailers and for the brand’s presence in Co Tipperary We now have the support of a forward-thinking

symbol brand that not only meets customer expectations but anticipates them.”

Significant store upgrades

The shift to the Nearby brand didn’t just bring a new name above the door, it sparked a number of important changes in the store’s physical setup. These included increased shelf height to broaden product ranges, updated signage, and a new coffee offering, all of which have enhanced the store’s appeal and usability.

“Our signage has been refreshed with that bright and unique Nearby look, and we now have Costa Coffee in store, which has been a great draw for customers, ” they explain

Costa Coffee at Nearby Nenagh

Shaz Ahmed, owner of Nearby Nenagh, Co. Tipperary

Strong growth and customer response

Even in a challenging economic climate, the store is seeing consistent sales growth “We’re growing week on week,” the owner notes.“Impulse confectionery and soft drinks have seen a noticeable increase due to our ever-expanding range and Nearby’s strong pricing and availability.”

The Costa Coffee installation has been especially popular.“Our fresh coffee offering is also increasing week on week It’s becoming a real staple for customers in the area.”

Local staff, local impact

Employing six part-time staff from the local area, the store places a strong emphasis on community connections.“Our team knows many customers by name That’s a great strength especially for older customers who may not see many people in a day.”

This focus on relationships extends to how staff are treated.“We see our staff as an extension of the community Customer service is at the heart of everything we do, which aligns perfectly with the Nearby brand.”

What sets Nearby Nenagh apart?

What sets Nearby Nenagh apart is a special blend of community spirit and value for money.“We offer real value, a strong community feel, and friendly service. Being part of the Nearby family means we are now truly embedded in the local area,” they say.

And value is more than just a tagline.“We focus heavily on delivering strong offers through our‘Bring Home the Value’ aisle. These deals change every three weeks and are clearly communicated through bright POS displays It’s about ensuring customers always leave with more value in their basket.”

“Keeping my independence while having the support of a strong symbol brand behind me is

that is very unique and I feel that this

string to our bow.”

Support that makes a difference

One of the most impactful elements of the store’s transition has been the support received from Nearby’s team.“We have a dedicated business development manager, Stephen Vincent, who brings energy and experience with every visit. He helps us focus on what sells, improve margins, and keep availability strong,” they explain.“It’s hands-on support that lets us stay independent but never isolated.”

something

is a great

Meeting challenges head on

Like most retailers, the store has had to respond to rising business costs, especially in energy “We’ve taken steps to manage the impact, including investing in energy-efficient equipment and staying competitive in pricing. It’s all about balancing costs with value for the customer.”

Looking ahead

Since joining the Nearby family, the store has found the perfect balance between local independence and national support “They really live up to their end of the agreement, ” the owner says “Keeping my independence while having the backing of a strong symbol brand is something unique, and it’s something that would appeal to others considering making the switch.”

With strong roots, smart upgrades, and a growing customer base, Nearby Nenagh is on track to become a lasting cornerstone in the community and a model for others to follow. ■

“Our staff know all our regulars by name, and I think that’s exactly what Nearby enables us to do, truly be part of the community.”

Fully stocked shelves at the store

INCOMING REGULATIONS ON TOBACCO AND E-VAPOUR

SELF SERVE VENDING BAN FOR TOBACCOANDVAPES

Are retail vending machines impacted?

No. The ban only applies to self serve vending machines in locations such as bars and hotels.

How can retailers prepare for the ban?

In the event that machines are removed from their current locations, volume is likely to shift to retail. This may have an impact on ordering patterns for retailers to avoid out-of-stocks.

RETAIL LICENCING FOR TOBACCOANDVAPES

How do retailers apply for the new licences?

The application process has not yet been made public by the authorities.

What happens if I don’t have my licence on 2nd February 2026?

There will be a six-month grace period beginning on this date to enable retailers to apply for licences. Sales of tobacco and vape products can carry on as usual during this period.

What is the cost?

A licence to sell tobacco products will be €1,000 per outlet annually, and the cost of a licence to sell vaping products will be €800 per outlet annually

Will a licence be required to sell nicotine pouches?

No The new rules apply to tobacco and vape products only

BAN ON SALES OF TOBACCO ANDVAPES BY UNDER-18S

How are retailers impacted?

The new rules will prohibit sales of tobacco and vaping product by store employees aged below 18.

Is there any exemption for family members of the licence holder?

Yes. The following relatives of the licence holder are exempt provided they are aged 16 or above: sister, step-sister, daughter, step-daughter, sister-in-law, brother, step-brother, son, step-son or brother in-law

TOBACCOANDVAPES FESTIVALS SALES BAN

What is changing?

The new rules will prohibit the sale of tobacco and vaping products from temporary or mobile containers. The most direct impact will be on festivals.

How are retailers impacted?

It is likely that consumers will purchase tobacco and vaping products in advance of the event they are attending. Retailers will need to consider ordering additional stock at these points to avoid out-of-stock situations

For more information, speak to your JTI representative

Behind the brand: The art of booking the right ambassador

Aoifa Smyth, director, The Collaborations Agency talks to Donna Ahern about the role of a brand ambassador in today’s digital and creator-led landscape

Aoifa Smyth is a seasoned talent agent with over a decade of experience spanning talent management, influencer strategy, and live event production. Currently directing The Collaborations Agency, she oversees the careers of creators, driving their growth through strategic partnerships, live tours, and brand collaborations.

Her background in editorial and social media fuels a unique, audience-first approach to talent development, blending creativity with commercial savvy She talks to ShelfLife about how collaborating with a brand ambassador can bring ‘authenticity and connection’ to a marketing campaign.

Q: How would you define the role of a brand ambassador in today's digital and creator-led landscape?

A: A brand ambassador today isn’t just there to push a product, they’re sharing it in a way that feels real and part of their everyday life, it’s all about authenticity and connection. The best ambassadors weave a brand into their content naturally so it actually means something to their audience rather than feeling like an ad.

Q: What qualities do you look for when selecting a creator or talent to represent a brand as an ambassador?

A: They have to feel like a genuine fit. We suggest people who would use a product or service in their real life or whose audience would naturally be interested. It’s less about big numbers and more about connection. And being collaborative and reliable really matters too.

Q: Can you explain how a brand ambassador helps elevate or grow a brand’s presence, particularly in niche sectors like comedy or podcasting?

A: In the podcasting space, the relationship between the creator and their audience is super tight. People really listen to them. So, when they recommend something, it carries more weight. It’s like a pal telling you about something they love, rather than a sales pitch. Comedy has a really special way of breaking through too. If a comedian backs a brand in their own voice whether that’s through a skit, or just their usual tone online it feels effortless and genuine Their audience already comes to them for laughs and escapism, so when |a brand is folded into that in a smart way, it sticks. People are way more likely to remember a funny moment or catchphrase than a traditional ad.

Q: What’s the process like when matching a brand with one of your talents - is it more data-led, relationship-based, or both?

A: It’s a mix. We definitely use data to guide decisions like audience demographics, reach, and engagement. But a lot of it comes down to gut instinct and knowing our talent really well. We know what feels right for them and what won’t land. That human side is just as important as the numbers.

Q: Who is the biggest or most well-known name you currently represent as a brand ambassador, and what kind of impact have they had on their partnered campaigns?

Smyth, director,

The Collaborations Agency

A: Podcasters ‘I’m Grand Mam’, AKA Kevin Twomey and PJ Kirby, have been brilliant ambassadors for Frank and Honest. Over the past year, they’ve worked across two nationwide billboard ads, in-store activations, podcast reads, viral social content and even a live show. What makes it work so well is that the brand really allows them to be themselves - funny, honest and totally in their element. It’s a win–win. Their audience trusts them, and that makes the whole partnership feel effortless and genuine, people don’t want to skip the ads.

Q: Can you share an example of a particularly successful ambassador campaign you've overseen- what made it stand out?

A: Lilly Higgins’ long-term partnership with SuperValu is a great example of an ambassador relationship done right. She’s been working with them since 2021, so there’s a real sense of consistency and trust that’s built up over time Throughout the year, Higgins creates social media content that naturally weaves in SuperValu products, whether it’s for seasonal moments, family dinners, or wellness-focused recipes. Her background as a chef means she’s able to take a topline brief from the brand and respond with content that feels authentic, useful, and beautifully presented.

What really makes the partnership stand out is how it goes beyond just digital. Lilly contributes to SuperValu’s in-store print materials, does cooking demos at Taste of Dublin, and appears at in-store events. That

Aoifa

mix of presence across multiple channels - social, experiential, and retail - really strengthens the connection between her and the brand. It’s not just a one-off post. It’s an ongoing relationship that audiences recognise and trust.

Q: With your background in editorial and social media, how do you integrate audience insight into building ambassador strategies?

A: Audience insight shapes everything we do We’re constantly looking at what’s resonating- not just in terms of likes and views, but real engagement: what people are commenting on, what they’re sharing, what they’re laughing at or relating to That’s where you find the sweet spot.

We also look at how each creator’s audience reacts to branded content specifically Do they trust it? Do they engage with it the same way they would with organic posts? If the answer’s yes, we know we’re on the right track.

Coming from an editorial background helps too- I think of each campaign like a story What’s the angle and the hook? How do we make sure it speaks to the audience in the right tone, at the right time? It’s about building something that feels like it belongs in that creator’s world, not just ticking off a brief

Q: How do live tours or in-person events enhance a brand ambassador’s effectiveness versus digital-only campaigns?

A: There’s something powerful about real-life connection. When a creator shows up in person whether it’s at a live show, a meet-andgreet or a brand event it deepens that relationship with their audience in a way that digital just can’t replicate It makes the brand part of a memorable moment, and those experiences stick.

For creators, it’s a huge boost too. It brings their community offline, gives them face-to-face feedback, and often opens new creative opportunities. When a brand supports a live moment like that, it shows they believe in the creator long-term- not just for a quick campaign.

And when you pair that in-person energy with digital content, you get the best of both worlds.

Q: What advice would you give to a brand looking to work with ambassadors for the first time - what should they know before starting?

A: Be clear on your goals but stay open creatively The best results come when you trust the ambassador to bring your message to life in their own voice. Also, think beyond one-off posts. Long-term partnerships build stronger, more memorable brand stories and audiences respond to that consistency. ■

‘Thanks to be Frank’ billboard campaign featuring ‘I’m

podcasters and Frank and Honest brand ambassadors

and PJ Kirby

Grand Mam’

Kevin Twomey

Auto-enrolment: A new era of pension savings in Ireland

Ireland’s long-awaited pension auto-enrolment scheme is set to launch on 1 January 2026 and promises to overhaul the nation’s approach to retirement savings.

Caroline Reidy

reports

The pension auto-enrolment scheme ambitious reform is aimed at addressing a significant gap in retirement planning, with nearly 800,000 Irish workers currently without employer-supported pensions. As Ireland remains the only OECD country without an auto-enrolment system, the new "My Future Fund" scheme represents a vital step in securing financial stability for the country’s aging workforce. Here, we break down how the scheme will work, who it will affect, and what businesses need to know to prepare.

What is auto-enrolment?

Auto-enrolment is a government-led initiative designed to increase retirement savings among workers who don’t currently have access to occupational pensions. Under the scheme, eligible employees will be automatically enrolled into a State-backed pension fund, with contributions from the employee, their employer, and the government

This marks a shift from the current system, where employers are not obliged to provide pension schemes.At present,if an employer does not have a company Pension Scheme,they must only provide employees with access to a Personal Retirement Savings Account (PRSA),though the employer is not currently required to contribute to it.

Key details of the scheme

The auto-enrolment system has been designed to be accessible and beneficial for a wide range of workers. Key aspects of the scheme include:

1. Eligibility requirements:

• Employees between the ages of 23 and 60, earning more than €20,000 per year and do not have existing supplementary pension coverage, will be automatically enrolled.

• Workers who don’t meet the eligibility criteria but are aged between 18 and the state pension age (currently 66) will have the option to opt into the scheme on a voluntary basis.

• Self-employed individuals, and those not currently earning an income through an employer, will not be eligible

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

2. Contribution structure:

• Contributions to My Future Fund will come from three sources: employees, employers, and the government.

• Employer contributions will be tax-relieved, while employee contributions will not receive tax relief but will be supported by a government top-up

• Contributions will apply on income up to €80,000 annually, with phased increases in contribution rates over a ten-year period to ease both employees and employers into the system.

3. Investment and benefit options:

• My Future Fund will offer four investment options: default (lifecycle), low-risk, medium-risk, and high-risk.

• Benefits will become payable at the state pension age, with an initial option to take a lump sum. Provisions for early access are limited but may be permitted in cases of ill-health or incapacity.

4. Opt-out options and changes in circumstances:

• Enrolled employees will have an opt-out period, enabling flexibility if circumstances change Contributions may cease if an individual’s earnings fall below the €20,000 threshold or if they join an alternative qualifying pension plan.

Financial implications for employers

For businesses, implementing auto-enrolment will bring new financial obligations as they will be required to contribute a portion of their employees' salaries to their pension funds.

While this change may initially strain budgets, it is important to consider the long-term benefits of helping employees build retirement savings. It is hoped that government will take steps to alleviate other business associated costs possibly in the form of tax relief or other incentives.

Operational and compliance requirements

Employers will have certain responsibilities to ensure smooth implementation:

1. Payroll adjustments: Employers will be responsible for calculating, deducting, and remitting contributions to the National Automatic Enrolment Retirement Savings Authority (NAERSA).

2. Employee notifications: Employers must inform employees of their auto-enrolment status and provide details about the scheme and contribution rates.

3. Handling opt-outs and other changes: Employers must be prepared to accommodate employees who wish to opt-out, as well as manage changes when an employee’s status affects their eligibility or contributions.

Compliance and sanctions

Auto-enrolment comes with strict guidelines to protect employees from discrimination. Penalising employees who participate or obstructing their access to the scheme is prohibited Employers must adhere to compliance notices from National Automatic Enrolment Savings Authority (NAERSA) and meet their obligations to pay and remit contributions accurately Failure to comply can lead to sanctions, including fines and in more severe cases possible prosecution.

Preparing for auto-enrolment: A strategic business decision

As the launch of auto-enrolment approaches, businesses should view this as an opportunity to bolster their benefits offerings. Employers should:

• Evaluate current pension arrangements: Employers will need to choose between two options: either adjusting their current workplace pension plan to meet the new auto-enrolment standards or keeping their current plan as it is and enrolling any ineligible employees separately into the auto-enrolment system.

• Prepare communications: Educating employees on the benefits of the Company’s Pension Scheme and My Future Fund will be essential for ensuring buy-in and reducing confusion around contributions.

Long-term outlook for Ireland’s retirement landscape

While the auto-enrolment scheme entails financial and operational changes for both employers and employees, it represents a progressive step in addressing the shortfall in Ireland’s retirement savings. As January 2026 draws near, planning now will position businesses to effectively support their employees through Ireland’s new era of pension security. 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 ■

How today’s shoppers are changing grocery recruitment

There’s been a shift in Irish grocery retail over the last few years - and no, it’s not just that we all now know how to pronounce quinoa. Nikki Murran reports

The Irish shopper of 2025 is savvy, value-driven, and watching every cent. They’re just as likely to quiz staff on the carbon footprint of their sandwich as they are to ask where the toilet roll is. And that shift in shopper behaviour? It’s having a serious knock-on effect on how grocery retailers hire and who they’re looking for.

Price is still king - and it’s changing the hiring game

Cost-of-living pressures remain front and centre Shoppers are budgeting harder, buying smarter, and switching brands faster than you can say“multi-buy.” Unsurprisingly, price has topped the list of purchase drivers again this year, and promotions are swaying shoppers who might have been loyal to certain brands just 12 months ago.

What does this mean for recruitment? It means value-driven roles are on the rise - think margin driven department and store managers who can squeeze the most out of every cent Employers will pay more for retailers who have a proven track record of controlling costs and driving profit.

Healthier eating = smarter staff

While price matters, consumers are still making room in their trolleys for healthier options. They’re avoiding ultra-processed foods, scrutinising labels, and reaching for locally grown veg and products with clear health benefits.

Cue the rise in recruitment for fresh food talent. In recent months, we’ve seen a noticeable bump in roles like fresh food managers, in-store bakers, and even chefs for supermarket delis. And it’s not just back-ofhouse front-line staff are increasingly expected to have a working knowledge of nutrition, allergens, and sustainable ingredients.

Sustainability isn’t a buzzword - it’s a hiring driver

We’ve known for a while that shoppers care about sustainability, but now they expect it They want to know where their food comes from, whether it’s been grown ethically, and how much plastic is involved in getting it to the shelves. Local produce is winning hearts (if not always wallets), and many shoppers are prioritising brands that support the environment.

Retailers are responding not just with greener supply chains, but with new roles. Think sustainability officers, ethical sourcing leads, and

NIKKI MURRAN Director,

Grocery Retail Recruitment, Excel Recruitment www.excelrecruitment.com

packaging specialists. In a nice twist, many of these hires are being used in employer branding too - especially when attracting Gen Z talent who want to work somewhere that matches their values

Tech is taking over - and it’s hiring too

It’s not just what we’re buying, but how we’re buying it that’s changing. With so many customers now using apps, scanning as they shop, or having groceries delivered to their door, retailers are doubling down on digital. And that means new tech-savvy roles in every corner of the store - from online department managers and back-office managers to social media managers - yes many stores hire people to run their Instagram,Tik Tok and Facebook pages

You don’t have to be a data scientist to work in-store, but if you can comfortably switch between a till screen, an online order dashboard, and a slightly frazzled customer, you’re gold.

Culture and brand matter more than ever

In a job market where retail candidates have more choice, how a business feels is becoming a bigger deciding factor than ever. Employees want flexibility, progression, and purpose. They’re choosing to work for retailers who invest in their people, support the community, and don’t just talk about values but live them

One of the most successful retailers we partner with don’t just promote their green credentials to customers. They talk about them in job ads, onboarding, and internal communications. And guess what? It’s working. Their retention is up, and so is morale

The takeaway?

If retailers want to stay ahead, they need to hire with their customers in mind And right now, those customers want affordable, ethical, healthy food served by staff who understand their values It’s no longer enough to fill shifts. We need to build teams that reflect the future of food. ■

Parents coaching children, serial theft surges

A new wave of parents coaching children to steal and serial offences are a major concern for the retail industry. ShelfLife reports

Retail crime is spiralling out of control, hitting businesses and communities harder than ever Stronger enforcement and tougher penalties are needed to send a clear message that this behaviour won’t be tolerated. Something has got to be done

Retail crime remains one of the key concerns for independent shops throughout the country, causing enormous stress for shop owners, their families and staff and adding significant costs at a time when retailers are struggling to manage the huge cost burdens imposed on them by Government measures and food and commodity inflation.

Unfortunately, according to The Retail Grocery Dairy & Allied Trades Association (RGDATA’s) annual crime survey shoplifting is a daily occurrence in most urban shops.

Speaking with ShelfLife, Tara Buckley, director general, said that RGDATA has made numerous representations to Government at the Retail Forum and directly to the Minister for Justice.

“We are actively engaged on the Retail Crime subgroup of the Retail Forum and on the Garda National Strategic Retail Crime Forum. We have made a number of submissions and made representations to an Oireachtas Committee and to the political parties, she noted.

“Our key concerns are that this small percentage of people who are engaging in retail crime and anti-social behaviours are getting more aggressive and brazen. The teenager who taunted staff and threw things or spat at the owner of staff members is now arriving in the store with a knife or a weapon. Serial offenders are a scourge – it is so frustrating for a business owner to take the trouble to pursue someone through the courts where they are found guilty but end up back in the shop – sometimes on the same day – robbing and abusing staff once again,” she stated.

‘Coaching children’

A retailer has described a new wave of parents ‘coaching’ their children to steal from shops as “child abuse” – and has called for Tusla to intervene, according to Convenience Stores and Newsagents Association (CSNA).

CSNA member Shane Gleeson, who runs several Spar branches across Limerick city, said the child protection agency needs to get involved.

And if it continues, ultimately parents who are doing this should have their child taken off them, he said.

“I think this could be categorised as child abuse If you’re teaching a child to steal, I think you’re abusing the child, because you’re

destroying their future. It’s so unfair on them,” Gleeson said.

“They are condemning those children to a life of prison. You’re robbing the children’s future by allowing them to steal.”

Gleeson has often witnessed a parent teaching their child how to take items.

“I’d hear things like ‘stick it in your pocket, Jimmy, he won’t see you now’,” said the retailer

He highlighted he would then confront the parent, who would proceed to make a scene in the hope of leaving the store with the stolen items.

Normally, Gleeson said, children will be instructed to take sweets, biscuits and minerals.

‘Captured on CCTV’

But one incident – captured on CCTV – at Gleeson’s store in Castletroy, shows a girl, no older than eight, placing what appears to be a can of the energy drink Red Bull in a buggy

She does so in the company of an adult woman and in the presence of an even younger child.

As the group rounds a corner in the aisle of the store, the two adults begin stuffing more goods – meat, rashers, and butter into another rucksack at the back of the buggy

Gardaí have confirmed they have launched an investigation into the incident, having been provided with footage

Gleeson said having witnessed the incident, he chased the culprits out the door and managed to recover some items.

But they still managed to make off with around €45 worth of goods, he added.

The businessman believes that by refusing to turn a blind eye to the thefts, it stops it becoming a wider problem.

He says from talking to business colleagues, the same thing is taking place in other shops across Limerick.

Gleeson told CSNA that he would know the parents of the children themselves, and they have been stealing items since they were young.

“They have no moral compass of any kind whatsoever,” he concluded.

‘Firm approach’

Retail crime has reached alarming levels, leaving many retailers feeling vulnerable and unsupported. Eugene Scally of Scally's Supervalu, Clonakilty, Co Cork believes it’s time for decisive action to tackle the growing threat and protect communities.

Speaking with ShelfLife, Scally said, “I believe that stronger deterrents could make a real difference in addressing the issue One idea I feel could be effective is introducing consequences such as stamping an offender’s passport, which would act as a long-term record and deterrent.

“While it’s certainly a firm approach, I think measures like this could discourage repeat offences and protect both retailers and the wider public.”

Repeat victims is ‘stark’

Findings from ISME’s Business Crime Survey 2025 reveals that 64% of Irish SMEs were unaffected by crime in the past 12 months, but repeat victims suffer severe impacts.

According to the independent organisation for the Irish small and medium business sector, of the 36% of businesses which did experience crime, 68% were targeted more than once. The most common offences were anti-social behaviour (21%), vandalism (19%), burglary (17%) and phishing attacks (15%).

It is important to note that approximately 10% of the respondents surveyed were retailers.

For businesses affected, the costs are considerable: 28% reported increased security costs, 22% faced higher insurance premiums, and 17% had to make expensive physical alterations to premises.

“SMEs are sending a clear message, they want more Gardaí on the streets, tougher sentencing, and smarter use of technology like CCTV If repeat offenders are allowed to operate without consequence, the burden will keep falling on the businesses that can least afford it.”

ISME highlighted that three-quarters of businesses are aware of the Garda National Cybercrime Bureau, yet only 9% have engaged with it. Meanwhile, 34% of SMEs spend over €5,000 annually on crime prevention, with CCTV and alarms the most widely used measures. ■

SME’s want more Gardaí on the streets

Retail thefts are captured on CCTV

10 years flying off shelves.

10 minutes in the air fryer.

10 seconds on their plates. stock up now

A decade of growth, impact and ambition

As Strong Roots celebrates its 10th year in business, Donna Ahern sat down with founder Samuel Dennigan to talk about why this milestone is more than a birthday - it’s a celebration of the role the brand has played in changing how people see and eat frozen vegetables

As Strong Roots celebrates its 10th anniversary,the plant-based food company marks a decade of remarkable growth,international success,and an unwavering commitment to sustainability and innovation

Founded in Ireland in 2015,Strong Roots began with a clear mission: to increase vegetable consumption by offering tasty,accessible plant-based products that could sit proudly on any plate,regardless of dietary preference What started as a small team has grown into a globally recognised brand,now a leader in its category across both the UK and Irish markets.

Rooted in agriculture

While Strong Roots is widely associated with the plantbased movement,founder Samuel Dennigan’s entry into the space was more pragmatic than ideological. Coming from a background deeply rooted in Irish agriculture and food distribution,Dennigan saw an opportunity to innovate within the food industry - not necessarily from a personal commitment to vegetarianism,but from a passion for quality produce and business potential.

“My beginnings in plant-based were because I knew a lot about vegetables and a lot about potatoes,”he explains.“Rather than having a mission against animal protein,I wanted to encourage people to eat more vegetables - regardless of what else was on their plate.”

Today,although Dennigan himself isn’t vegetarian, he estimates 75% of the meals his family consumes are plant-based.This flexible,inclusive approach has helped the brand resonate with a broad consumer base - not just vegetarians or vegans.

Samuel Dennigan, founder, Strong Roots

From day one, our goal was to create wholesome, plant-based meals that felt exciting again. We’ve launched over 50 products with vegetables at the heart.

Building an international brand

One of the company’s earliest milestones was launching at the Ploughing Championships in the Irish Midlands.From there,Strong Roots quickly expanded into the UK market, followed by a successful entry into the U.S.It’s sweet potato fries went on to become bestsellers in both the UK and Ireland - a feat made more impressive considering the category didn’t even exist in Ireland when Strong Roots began.

The brand’s product line has since expanded well beyond fries,with innovation remaining central to its success.“We’ve always focused on offering formats that are exciting,tasty,and easy to prepare, ” says Dennigan.“In Ireland,people historically had an aversion to vegetables because they were either boiled to death or bland.We wanted to change that.”

Strong Roots is now available from over 10,000 stores worldwide,including major retailers in Ireland,the UK, IRL,France,Canada,USA,Australia,Dubai,Iceland and Singapore.

A resilient growth story

Today,Strong Roots sells over a million packs a year in Ireland alone and generated €27 million in annual sales across the UK and Ireland in the past year.Its continued growth reflects a consistent consumer appetite for healthy, plant-based options - regardless of shifting trends in the broader market

“We’re not seeing the kind of plant-based fatigue that some parts of the market are talking about,”says Dennigan. “The numbers don’t lie.More people are eating more vegetables,in more convenient formats.”

What’s more,the brand is no longer reliant on seasonal spikes likeVeganuary or NewYear health kicks.Instead, with a broader product range and diverse customer base, Strong Roots enjoys strong performance throughout the year,from back-to-school periods to festive seasons.

Founded in 2015,Strong Roots set out to reinvent frozen foods and has since grown to become one of Ireland’s most recognisable plant-based brands In the past 12 months alone,Strong Roots has sold 1.1 million packs in Ireland,reflecting growing consumer demand for convenient,veg-forward frozen options.Year-on-year,the brand has achieved 9.4% value growth,and 30% growth versus two years ago,marking a remarkable journey from start-up to €27 million in annual UK and Irish sales

“From day one,our goal was to create wholesome,plantbased meals that felt exciting again We’ve launched over 50 products with vegetables at the heart,”he noted.

Consumers want big flavours,convenience,and ease of preparation,and that’s what we have delivered,all while staying committed to sustainability through environmentally responsible product design principles.

A global partnership with McCain

One of Strong Roots’most significant milestones came with its acquisition by global frozen food giant McCain Foods The deal has unlocked new international opportunities, including expansion into food service and greater R&D capabilities.“It shows that big business can be built from Ireland,from very small beginnings,”says Dennigan. Already,Strong Roots is working closely with McCain’s innovation teams to develop products for air fryers and food service - two of the fastest-growing segments in modern food consumption.“We’re trying to figure out how to bring more vegetables,in formats people recognise,into the McCain ecosystem and take them global,”Dennigan reveals.

Sustainability as a core value

Strong Roots is also a certified B Corp and takes its sustainability commitments seriously.The company first became B Corp-certified in January 2019 with a score of 83 and has since increased that to nearly 95 - an impressive jump for a company of its size post-acquisition

Crucially,every team member across departments is tasked with having at least one sustainability goal.“It’s not about one team trying to do good - it’s part of everyone’s role,”says Dennigan.“We aim to do no harm and only good, and it’s literally written into our constitution.”

Looking ahead

As the brand looks toward the future,the vision is bold: to become Ireland’s next billion-dollar brand.Strong Roots has eyes set on further international expansion and is positioning itself as a long-term player in both retail and food service.

“We started this journey looking at Kerrygold as a model for how a brand can represent Ireland globally Strong Roots can be the same,”Dennigan says

Despite the global economic challenges,trade disruptions,and shifting consumer landscapes,Strong Roots remains confident in its ability to pivot and persevere. “There will always be hurdles, Dennigan admits.“But we’ve built something that has weathered all kinds of storms already - and we’re just getting started.”

As the company returns to events like The Big Grill, (with the support of a social and influencer campaign featuring foodie influencer Marcus O’Laoire),where it began showcasing its products in its early days,it does so as a major force in global food innovation - still driven by the simple goal of helping people eat more vegetables and do so deliciously. ■

The numbers don’t lie. More people are eating more vegetables, in more convenient formats.

Best seller: Strong Roots sweet potato fries

A selection of Strong Roots products

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Plus, make sure you tune into series 30, on September 16th – because nobody does drama like Ros na Rún.

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THE SURVIVAL GUIDE FOR RETAILERS: ROS NA RÚN EDITION

AN TREOIRLEABHAR MARTHANAIS DO MHIONDÍOLTÓIRÍ: EAGRÁN ROS NA RÚN

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Forgive me, Caitríona! And would you like a bag with that?

One 99 and a solid alibi, please.

No comment.

An bhfuil tú anseo ag lorg aráin nó ag lorg trioblóide?

Tá mé céasta ag muintir an tsráidbhaile seo.

Níl aon eolas agam faoi sciúradh airgid.

Teastaíonn buidéal bainne agus colscaradh uaim, le do thoil.

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99 amháin agus alibi láidir, le do thoil.

Níl dada le rá agam.

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Tá XL bródúil as urraíocht a dhéanamh ar an tsraith drámaíochta/sobalchlár Gaeilge is faide saoil in Éirinn, agus an t-aon sraith tuaithe, Ros na Rún - ar TG4 gach Máirt agus Déardaoin, 8:30 IN.

Community, convenience, and commitment

While proudly independent, manager

Ciara Sweeney talks to ShelfLife about how SPAR Edenderry benefits greatly from the wider SPAR and BWG network

Since 2003, SPAR Edenderry (St Mary’s Road), Co Offaly has been more than just a store - it’s been a pillar of the local community, proudly run by the Sweeney family. Store manager Ciara Sweeney tells ShelfLife being a family business she came home to run the business alongside of her parents.

“From the beginning, my parents, Ben and Maryrose, focused on building a store that served the community with integrity, reliability, and a personal touch,” says manager Ciara Sweeney.

A major turning point came in 2005 with a full rebuild and expansion to 2,000 square feet, marking the beginning of a partnership with BWG Foods and SPAR Ireland. Over the years, the forecourt evolved as well - mirroring the store’s adaptability through brand transitions.

In 2022, Sweeney returned to join the business fulltime “Having grown up around the store, I understood its importance to the community and our family It was an opportunity to build on what my parents created, bringing a fresh perspective while learning from their decades of experience.”

Modern retail refresh

SPAR Edenderry completed a significant renovation in summer 2024, elevating both its look and functionality.

“Our primary goal was to modernise the store, improve layout and flow, and future-proof the space in line with evolving consumer preferences,” explains Sweeney

The redesign included energy-efficient fixtures and refrigeration units, a fresh layout for easier navigation, and standout improvements to the deli and hot food counter. A self-serve hot food bar was added for speed

and flexibility, and a new partnership with Insomnia Coffee introduced popular options like iced drinks - a hit with younger customers.

Enhanced grab-and-go zones and upgraded checkout areas round out the experience “The entire project was designed to reflect customer expectations today - while maintaining the personal service we’re known for.”

Sales surge success

Since the revamp, performance has exceeded expectations.

“We’ve seen a marked increase in both footfall and sales,” she says “Our fresh food and food-to-go areaswhich were central to the renovation - are leading the growth.”

Notably, customers are gravitating toward more premium deli and coffee offerings “We’ve also seen

“From

the beginning, my parents, Ben and Maryrose, focused on building a store that served the community with integrity, reliability, and a personal touch.”

Insomnia coffee dock in SPAR Edenderry

(L-R) Ben, Maryrose and Ciara Sweeney outside SPAR Edenderry (St Mary’s Road), Co. Offaly

more repeat visits from new customers, which tells us the changes are really resonating with the community.”

Strong staff culture

Currently, SPAR Edenderry employs 28 staff members, a mix of full-time and part-time roles. Many full-time employees have been with the store for years, creating a stable and experienced team environment.

“There’s a strong sense of continuity in the business,” Sweeney shares.“Our part-time staff includes local students, which gives the store a vibrant and dynamic atmosphere.”

She credits their low turnover to a culture built on respect and teamwork “We make a conscious effort to ensure everyone feels valued and heard. Whether through regular team meetings or simple check-ins, we want our people to feel they belong here.”

Deep community ties

Local engagement is central to the store’s identity, but this year, it took on special meaning.

In January 2025, the team lost beloved colleague Enda Foran, who had worked at the store for 18 years while attending his KARE programme.“Enda had Down syndrome, but it was his personality, warmth, humour, and loyalty that truly defined him,” Sweeney says “He was more than a colleague - he was family.”

To honour Enda, 11 staff members participated in the 2025 VHI Women’s Mini Marathon, raising over €25,500 for Down Syndrome Offaly.“It was our way of channelling grief into something meaningful,” she shares “The response from the community was overwhelming.”

Beyond this, the store consistently supports local schools, sports clubs, and events.“But this fundraiser was particularly personal. It reminded us of the power of community, kindness, and inclusion,” she adds.

Personalised customer experience

When asked what makes SPAR Edenderry unique, Sweeney doesn’t hesitate:“It’s the personal touch We’ve built strong relationships with our customers over the years - many we know by name.”

That local connection is paired with a top-tier retail experience.“We combine a modern, well-laid-out store

with the kind of friendly, familiar service that only a family-run business can offer,” she adds

Strong brand support

While proudly independent, SPAR Edenderry benefits greatly from the wider SPAR and BWG Foods network.

“The support we receive is excellent,” says Sweeney. “From marketing campaigns and promotions to operational guidance and supply chain efficiencies, they help us stay competitive without losing our local identity.”

She particularly values access to data and insights.“It helps us make smarter decisions about product ranges and seasonal trends.”

Everyday value focus

In the face of the cost-of-living crisis, the store remains committed to value.

“We’ve taken proactive steps to deliver savings without compromising quality,” says Sweeney Regular offers, competitive core pricing, and the SPAR ownbrand range all help deliver on that promise.

They’ve also joined the new KVI value campaign, which benchmarks prices on key grocery items.“It gives customers confidence they’re getting everyday value when they shop with us,” she explains.

Investing in future

Looking ahead, Sweeney is investing in her own skills

colleagues

through the BWG NextGen Entrepreneurs Programme.

It’s an incredible initiative that’s helping me build the confidence and insight to lead our business into its next chapter,” she says. Run in partnership with DCU Business School, the programme covers enterprising leadership, digital transformation, retail and finance management, and customer experience It also offers invaluable one-to-one mentoring from senior leaders within BWG and other successful independent retailers, along with peer-to-peer networking and international learning opportunities

“It’s helping me bridge the gap between traditional, experience-led retail and a modern, digitally integrated future. I want to bring new energy while staying true to our community roots, ” she concludes.

SPAR Edenderry (St Mary’s Road) is proof that when a store is built on family values, community commitment, and constant innovation, it becomes something far more than a place to shop - it becomes a trusted part of everyday life. ■

“Our part-time staff includes local students, which gives the store a vibrant and dynamic atmosphere.”

Crisps and snacks aisle, SPAR Edenderry

Team players: SPAR Edenderry

Ciara Sweeney, manager, SPAR Edenderry

Frank Gleeson appointed CEO of US NACS

Frank Gleeson, former president of Ibec and CEO of Aramark, has been appointed CEO of the Washington D.C.-based National Association of Convenience Stores (NACS).

He will succeed the current NACS President and CEO, Henry Armour, and will be only the fourth CEO in the organization’s 64-year history

The global trade association is the ‘leading representative body’ for the convenience and fuel retailing industry

Founded in 1961, NACS has thousands of member companies, primarily in the United States but also in about 50 other countries.

Speaking about his appointment, Danny McCoy, CEO, Ibec, said: “When it comes to business representation, NACS is a world leader in representing the interests of the retail and fuel industries.

“During his time as Ibec president, and through his chairmanship of Ibec’s Retail Ireland and Energy Committee, Frank [Gleeson] was an extremely effective advocate for Irish businesses across many sectors.

“Frank’s appointment as CEO of a leading global trade association is a testament to his success in leading large organisations such as Aramark

and his long-standing commitment to business representation throughout his career.”

NACS serves as a ‘trusted advisor’ to over 1,300 retailers

and 1,600 supplier members in more than 50 countries.

It is governed by a 29-member Board of Directors comprised of convenience retailers of all sizes from around the world.

Coca-Cola HBC Ireland and Northern Ireland has announced Mike Raven as its sales director

Raven joins the island of Ireland operations from CocaCola HBC’s Italian business unit where he was sales director responsible for strengthening customer relationships in the At Home channels.

He joined Coca-Cola HBC in 2020 as international key account director with responsibility for the Discount channel, having previously held various commercial roles at both Danone and Diageo

His move to Ireland and Northern Ireland comes at an exciting time for the strategic bottling partner for The CocaCola Company as it continues to grow its 24/7 portfolio offer

Commenting on his new role, Raven, said: “The Ireland and Northern Ireland markets are exciting, diverse and full of potential.

“I look forward to working closely with our varied range of customers across the island of Ireland, and to supporting our first-class sales team as they continue their work to partner

with our customers and delight our consumers every day.”

Coca-Cola HBC produces and distributes all products within The Coca-Company portfolio, as well as locally owned brands including Deep RiverRock and Fruice.

It also produces and distributes Monster Energy; owns the premium spirits brand Finlandia Vodka; and is distributor for The Campari Group, Edrington, and coffee brand Caffé Vergnano on the island of Ireland.

Previously head of innovation at Lily O’Brien’s, O’Donnell brings a wealth of expertise in product development. She’ll lead our growing innovation pipeline - from “on-the-go” breakfast solutions to the next generation of functional drinks.

Commenting on her new role, O’Donnell, said: “It’s a joy to help create great-tasting nutritious solutions for busy lives. I’ve long admired SiSú for its real, authentic ingredients and bias for health.”

O’Connell brings deep experience in commercial strategy and international growth. Having led major commercial and customer functions in one of Europe’s leading food and agri businesses, he’ll be instrumental in guiding SiSú’s expansion across the EU and beyond.

Commenting on his new role, O’Connell, said: “It’s sincerely gratifying to be associated with this brand and team. I’m excited to join the SiSú family, who are passionate and authentic about bringing an innovative health offer to consumers.” ■

(L-R) Danny McCoy, CEO, Ibec and Frank Gleeson, CEO, National Association of Convenience Stores (NACS)

Mike Raven appointed sales director of Coca-Cola HBC Ireland and Northern Ireland

Melissa O’Donnell joins as head of R&D and NPD, SiSú

SiSú strengthens its leadership team

Dave O’Connell joins as non-executive director, SiSú

Mike Raven, sales director, Coca-Cola HBC Ireland and Northern Ireland

Melissa O’Donnell, head of R&D and NPD, SiSú

Dave O’Connell, nonexecutive director, SiSú

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Industry calls for clarity ahead of Budget 2026

Retail and FMCG leaders outline their priorities as economic uncertainty looms over October’s Budget announcement. ShelfLife reports

Budget 2026 will be unveiled on Tuesday, 7 October in Dublin, amid growing international uncertainty impacting the Irish economy. In the lead-up, ShelfLife examines key preBudget submissions from across the retail and FMCG sectors, highlighting the industry’s priorities and pressing concerns.

FDI Budget 2026 submission

Food Drink Ireland (FDI) recently published its Budget 2026 submission which calls for support to help the sector build resilience against increased costs, ongoing trade and supply disruptions and wider competitiveness pressures.

In a statement, Paul Kelly director FDI, said: “Cost pressures weigh heavily on the sector

“The most widely expected cost increases are in the areas of wage growth, investment in sustainability, cost of raw materials, investment in digitalisation and cost of transport.

“Our members see largest business challenge as cost of labour followed by the cost of raw materials and the cost of transport”.

CSNA’s

pre-Budget submission revealed

Convenience Stores & Newsagents Association (CSNA) pre-Budget submission.

Specifically sought a re-evaluation of the methodology used to calculate the living wage

It also requested that the State take full cognisance of the sector-specific costs that its businesses incur, given the high levels of labour, energy, insurance, waste and theft that befall its industry

Members will be very familiar that the CSNA suffers from the high and rising levels of retail crime

It has asked the Minister to direct the Department of Enterprise to assist justice in hastening the grant systems promised in the Program for Government.

It has also impressed on the Department of Finance that it needs to continue to increase funding for additional Gardai, particularly those needed to increase a foot patrol presence in urban areas.

Ibec: Strategic approach key for Budget 2026

Ibec, the organisation representing Irish business, says Budget 2026 should strengthen Ireland’s agility in an increasingly challenging global climate, while continuing to support productivity, futureproof public capital projects, and build fiscal resilience.

In its pre-Budget submission, Matching Vigilance with Agility, Ibec emphasises that sound economic policy must focus on restoring a balance between income and expenditure over the coming years. This should exclude excess corporate tax receipts beyond levels seen in similar globalised economies.

Gerard Brady, chief economist and head of National Policy at Ibec, said: “The future of the global economy remains deeply uncertain, as demonstrated again by President Trump’s announcement to now impose a 30% tariff on EU imports on 1 August.

IFA pre-Budget submission

Irish Farmers’ Association (IFA) president Francie Gorman led a delegation this afternoon to meet the Minister for Agriculture Martin Heydon to discuss IFA’s pre-Budget submission.

This kickstarts IFA’s campaign that will continue until Budget ’26 is delivered in October

Francie Gorman, IFA president, said that this budget will be very significant as it will be an opportunity for the Government to make good the commitments they have made in their programme for Government.

Gorman said the submission has a comprehensive set of proposals that cover the key taxation and funding areas for farming.

“The Budget in October will be against the backdrop of growing uncertainty for farm families, whether that’s the impact of tariffs

imposed by President Donald Trump or the CAP negotiations that began officially in Brussels this week,” he said.

RAS calls for tobacco excise freeze

In a bid to freeze excise in Budget 2026 to tackle Ireland’s spiralling black market in tobacco Retailers Against Smuggling (RAS) have recently launched its pre-budget submission.

The RAS pre-budget submission, which was hand-delivered to the Department of Finance today by retail representatives from Dublin and Limerick, includes detailed proposals to:

1. Introduce a freeze on Tobacco Product Tax

2. Recruit 250 additional frontier staff and purchase additional scanners to detect illegal tobacco and to enforce duty-free and travel allowances

3. Increase the fines and prison sentences for court convictions for illegal smuggling

Benny Gilsenan, Dublin retailer and RAS national spokesperson, stated: “Ireland’s black market in tobacco is spiralling out of control –and it’s taking business away from legitimate Irish retailers.”

RGDATA Budget submission

The Retail Grocery Dairy & Allied Trades Association (RGDATA) has recently warned of severe cost pressures from wages, energy, and supplier price hikes, alongside more careful consumer spending. In its 2026 Budget submission, RGDATA seeks measures to sustain SME viability, including:

• Employment costs: Cut Employers PRSI from 8.9% to 6% (low rate) and from 11.15% to 9% (high rate), plus a 6% rate for student workers.

• Energy levies: Remove disproportionate PSO and “Use of System Charges” from SME bills, funding grid investment from national sources.

• VAT: Restore the catering VAT rate to 9% for deli, café, and hot beverage sales.

• Cost stability: Freeze any new Stateimposed business costs for 12 months.

• Insurance: Explore targeted reforms to lower stubbornly high employer and public liability premiums.

RGDATA argues these supports are essential to protect jobs and community commerce ■

Budget 2026 will be unveiled on Tuesday, 7 October in Dublin

Tara Buckley, director general, RGDATA

Spokespersons Benny Gilsenan and Shane Gleeson delivering the pre-Budget submission to the Department of Finance

Symbol of strength

Choosing the right Symbol Group is a strategic decision for Irish retailers. Donna Ahern looks at Ireland’s leading symbol group brands and how they continue to shape the future of local convenience retail

For independent retailers, selecting the right symbol group partner is a complex and highly strategic decision. This choice involves much more than simply picking a well-known name - it encompasses a wide range of considerations, from supply chain logistics and store location to local customer demographics and available support services. Ultimately, retailers must align themselves with a group that not only delivers strong wholesale and marketing support but also enables them to meet the evolving demands of their communities.

Symbol groups are a cornerstone of Ireland’s convenience retail landscape They provide a valuable bridge between independent ownership and the scale, innovation, and operational excellence typically associated with national chains. In recent years, these groups have been instrumental in rolling out high standards in customer service, fresh food offerings, and

“In a notable shift in consumer preferences, own-label grocery products have overtaken brands in market value share for the first time.”

forward-thinking store formats. As shopper expectations grow, symbol groups continue to play a vital role in helping independent retailers remain competitive.

Own label surges ahead

In a notable shift in consumer preferences, own-label grocery products have overtaken brands in market value share for the first time Over the four weeks ending 15 June 2025, own-label products held a 47.3% share of the total market, edging past branded goods, which stood at 47.1%.

Data from Worldpanel by Numerator (formerly Kantar) reveals a striking trend: premium own-label ranges saw double-digit growth of 15.3% over the past 12 weeks. This performance significantly outpaced total market growth (+6.9%), as well as the growth of branded and standard own-label products. The value share for premium own label has now reached 4.1%, up from 3.8% in the same period last year

These figures underscore the importance for retailers to strike a careful balance - delivering strong value propositions through own-label innovation, while contending with rising operational expenses and price-sensitive customers.

“Symbol groups are a cornerstone of Ireland’s convenience retail landscape.”

Taking centre stage

In a competitive retail environment, the role of the store manager has never been more critical. From driving sales and motivating teams to managing rising costs and maintaining customer loyalty, managers are at the frontline of retail success

The importance of this role was celebrated at the 2025 ShelfLife Grocery Management Awards, held at the Royal Marine Hotel in Dublin. The event honoured the dedication and excellence of store managers across Ireland, showcasing individuals who have gone above and beyond in their commitment to operational excellence and customer satisfaction.

Speaking at the event, John McDonald publisher of ShelfLife congratulated the finalists and winners, highlighting the essential role grocery managers play in steering stores through a challenging trading landscape McDonald commented: “There is no end to the pressure placed upon today’s grocery managers. As suppliers are asked to increase volumes and navigate cost pressures, our retail colleagues must deliver value, manage price increases, handle mounting overheads, and absorb rising state-imposed staff costs - all while working to increase both footfall and basket size. They’re working harder than ever and achieving more with fewer resources.”

36 CATEGORY FOCUS Symbol Groups

SPAR

Fact file:

Number of stores nationwide: 410+

Sales director: Colin Donnelly

Typical store size: Varies by location and community needs

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 across the SPAR network

Website: www.spar.ie

Social media:

• Instagram: @spar_Ireland

• Facebook: @SPARIreland

• TikTok: @sparireland

Tagline: Under the Tree at SPAR

Q&A with…

Colin Donnelly, sales director, SPAR

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: SPAR as the leader in convenience stays ahead of retail trends by actively listening to shoppers and Retailers. Through BWG Foods, SPAR leverages real-time market data to guide product development, store formats and digital innovation. Key focus areas include evolving food-to-go solutions, expanding premium coffee offerings like Brevato, and introducing on-trend products across SPAR Own Brand and BWG-exclusive House Brands. Local relevance is central to SPAR’s strategy, allowing Retailers to tailor offerings while benefiting from national-level innovation and support. New formats such as the All-Day Food Bar and the SPAR Chicken Fillet Roll Dunker, along with expanded deli options, reflect SPAR’s commitment to meeting the needs of commuters, busy families and healthconscious shoppers. A core part of SPAR’s success is its responsiveness to Retailer feedback and market dynamics, ensuring the brand remains relevant, future-fit and customer-first.

Q. What differentiates your brand from competitors in today’s convenience retail landscape?

A: SPAR’s strength lies in its combination of global brand recognition and local entrepreneurship Every SPAR store is locally operated, building genuine community connection, but with the backing of national infrastructure, advanced supply chain systems and marketing support.

SPAR empowers independent retailers to serve their communities while benefiting from group-wide expertise and services, including marketing and leading supply chain. Its adaptability across various formats, from city stores to rural neighbourhood shops, ensures relevance in any market. SPAR offers exclusive innovations, from premium Own Brand products (offered at up to 33% less than branded equivalents) to curated deli ranges, barista-style coffee and impulse buys that resonate with today’s consumers. What sets SPAR apart is its deep community presence, commitment to excellence in fresh food and deli offerings, and its ongoing investment in Retailer profitability, training and data-driven decision-making.

Q. How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: SPAR’s marketing strategy focuses on community connection and national visibility From sponsoring major TV programmes to running local events, the brand reinforces its role in Irish life. In 2025, SPAR became Official Retail Partners of Team Ireland, supporting the Olympic Federation of Ireland and Paralympics Ireland in the lead-up to the LA 2028 Games. This partnership reflects SPAR’s commitment to health and national pride SPAR also partnered with the National Breast Cancer Research Institute (NBCRI) to launch the ‘Breast Before Dates’ campaign, encouraging monthly self-checks through in-store packaging and QR reminders. Over €600,000 has been raised to date Additional initiatives, including the SPAR Community Fund and the Christmas FM Song Contest, help the brand maintain strong local engagement and build lasting customer loyalty

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: Retailers are at the heart of SPAR’s business. SPAR Retailers are backed by a comprehensive support framework through BWG Foods, where the SPAR Retail Advisory Team offers day-to-day operational support, strategic planning and category expertise to help stores maximise performance.

In 2024, BWG Foods launched the NextGen Entrepreneur Programme, aimed at nurturing ambitious retailers and future multi-site operators. This initiative prioritises leadership development and offers programmes like the Retail Management Degree, alongside specialised training across deli, off-licence and digital marketing. Tools such as the BWG Digital app and SocioLocal help retailers enhance efficiency and engage customers more effectively online Operational support

from the experienced Retail Operations Advisor (ROA) team and expert-led training initiatives further strengthen retailer capabilities.

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: SPAR is committed to being a responsible Retailer and has rolled out several sustainability initiatives to support environmental progress. In the past year, SPAR stores have adopted the Too Good To Go food waste reduction app and implemented energy-saving technologies such as LED lighting, award-winning refrigeration and solar panels in new and refurbished stores.

SPAR continues to reduce plastic use across Own Brand packaging. Retailers have embraced energy-efficient refits, expanded recyclable packaging and partnered with local Irish producers to cut food miles and support domestic supply chains. These initiatives support environmental goals while helping retailers reduce operational costs and prepare for a more sustainable retail environment.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: SPAR’s promotional strategy is both datadriven and locally relevant. BWG’s sales, trading and marketing teams work closely with Retailers to shape promotions that deliver real customer value Promotions are tailored based on shopper insights and purchasing trends, ensuring relevance across diverse store types.

Campaigns are supported by high-quality in-store POS, promotional leaflets and a strong national media presence across TV radio, digital and social platforms. Programmes like SPAR Red Value, SPAR Euro Crunch and SPAR Own Brand give shoppers everyday savings, helping retailers attract and retain price-conscious consumers.

In a retail landscape shaped by rising living costs and price sensitivity, SPAR keeps its focus firmly on value without compromise Promotional strategies are informed by robust data and shaped with direct input from SPAR retailers to ensure relevance and impact. Seasonal campaigns, exclusive Own Brand offers and loyalty-driven promotions via the My SPAR Rewards Club app are designed to drive footfall and customer retention.

Colin Donnelly

Award winning store design

SPAR store interior

MACE

Fact file:

Number of stores nationwide: 165

Sales director: Keith Crawford

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 & Instagram: @mace_ireland

• Twitter/X: @MACEIreland

• TikTok: @mace_ireland

• YouTube: @MACEIreland

Tagline: Going the extra smile

with…

Keith Crawford, MACE Sales Director

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: MACE stays ahead of emerging shopper trends through insight-led innovation and continuous investment in category development. As health and wellness continues to influence consumer choices, the MACE Right Options programme promotes better food and drink alternatives in-store, meeting demand for balance, nutrition and convenience.

Sustainability also plays a major role MACE’s Food….Too Good to Waste initiative, developed in partnership with StopFoodWaste.ie, aims to make the most of your food, keeping it fresher for longer and avoiding waste.

In-store technology is also helping retailers evolve with the rollout of digital shelf-edge labels and screen-based promotions to support stronger communication, quicker responsiveness and improved shopper engagement. Meanwhile, new food concepts such as açaí bowls are being introduced to reflect the growing appetite for fresh, healthy and on-trend convenience food.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: MACE stands apart by delivering a positive and consistent shopping experience underpinned by strong retailer partnerships and a commitment to service. The brand’s “Going the Extra Smile” philosophy is evident in its focus on excellent customer care, friendly staff and community connection.

Stores feature a modern, inviting layout with an offer tailored to local needs. There’s a combination of essential grocery with

standout food-to-go from the For Food’s Sake deli and high-quality coffee for commuters and regulars alike. MACE offers a strong product range, enhanced by BWG’s exclusive House Brands with a focus on availability, freshness and value

This consistent balance of local relevance, promotional value, and high store standards helps MACE retailers build stronger connections in their communities.

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: MACE has built a strong national presence through a combination of strategic partnerships, compelling content and community-focused campaigns. Its longstanding collaboration with brand ambassador Johnny Sexton continues to deliver high engagement and visibility through multiplatform advertising and digital media.

In 2025, MACE continued to support healthy lifestyle choices through MACE Right Options and sustainability awareness through its Food… Too Good to Waste campaign with Conor Spacey, which featured a six-part recipe series designed to help shoppers reduce waste and save money.

MACE’s charity partnership with Debra Ireland took centre stage this year through a national campaign led by 14-year-old Sophia Dawson, who lives with the rare skin condition EB. Sophia designed a limited-edition tote bag, now available in MACE stores nationwide, with proceeds supporting families affected by the condition.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: One of the strengths of the MACE model is the commitment to supporting retailers across all facets of their business, from commercial planning to store execution, to ensure each store is empowered to realise their potential and maximise their profits in a fast-moving market.

MACE retailers benefit from a wide range of supports, including the MACE Excellence Programme which enhances service, standards, and store operations, and the BWG Food Safety Programme, which ensures the highest food safety standards. Our Fresh Foods and Wines & Spirits advisory teams drive category growth, while the Retail Technology team keeps stores digitally up to date Additional support includes legislative updates, training, business intelligence, market insights, financial advice, and profitability planning.

The uLearn@MACE online platform helps store teams build skills at every level, with

tailored onboarding for new hires and career development for experienced staff This is complemented by BWG’s NextGen Entrepreneur Programme, designed to support the next generation of MACE retailers.

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: MACE continues to integrate sustainability into both store design and shopper experience. In 2025, the MACE Food….Too Good to Waste initiative expanded with support from chef Conor Spacey, who developed a practical recipe series addressing food waste at home The initiative builds on MACE’s 2023 launch of this programme with StopFoodWaste.ie and includes shopper tips and educational content delivered online and in-store

The brand has also rolled out the Too Good To Go app, helping customers to purchase unsold fresh food at reduced prices, minimising waste while offering added value Eco-conscious design is another area of focus with the latest store refits incorporating Formula 1-inspired refrigeration systems for better energy efficiency, night blinds and freezer curtains that reduce cooling loss, LED lighting, aerators on taps, water-based paints, recyclable materials, sustainable timber, and eco planters that harvest rainwater.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: MACE takes a flexible, insight-led approach to promotions. Campaigns are refreshed regularly throughout the year to ensure relevance and to reflect the latest market data and shopper trends.

In addition to everyday value offers across key categories, MACE provides retailers with an additional layer of deep discount promotions during major seasons and events, such as Easter, Back-to-School, Halloween and CHRISMACE. These campaigns help retailers compete effectively while also offering strong messaging that resonates with customers and delivers value

Q&A

Mooney’s MACE Holycross, Co. Tipperary

MACE store interior

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

good company at MACE

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

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

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.

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.

To find out more, contact:

Andrew McCann (Regional Manager North) amccann@bwg.ie / 086 041 4334

Liam Attridge (Regional Manager South) lattridge@bwg.ie / 086 852 1362

Londis

Fact file:

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 Instagram

• @LondisIreland on Facebook

• @londisirelandofficial on TikTok

Tagline: Local like you

Q&A with…

Conor Hayes, Londis sales director

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: Londis, stays ahead of trends by continuously evolving its offer to reflect the latest consumer preferences and retail trends. A strong emphasis on digital and social media drives its national marketing campaigns, ensuring the brand remains visible and engaging across key platforms. Health and wellness is a growing priority, with Londis collaborating closely with BWG’s Fresh Foods team to introduce innovative offerings like our healthy and refreshing açaí bowls. A standout addition to the in-store experience is Brevato, BWG’s exclusive bean-to-cup coffee brand. With plans to launch the first Brevato offering in Londis, this additional coffee brand offering will enhance its premium food and beverage credentials.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: Londis sets itself apart through a powerful combination of local ownership, deep community engagement, and robust retailer support. With a long legacy of over 70 years in Ireland, Londis is a trusted and familiar presence in towns and communities across the country Each store is independently owned, allowing retailers to shape their offering around the specific needs of their local community At Londis, “we know what locals want, because we are local like you”. This isn’t just a tagline, it’s who we are and a way of doing business. This local approach is backed by the strength of BWG Foods, which provides retailers with comprehensive support across profitability, training, marketing, operations, fresh foods and deli development. Initiatives like profitability workshops and a

renewed focus on Londis Own Brand ranges and BWG House Brands such as Inishella and Fresh Choice Kitchen, ensure that retailers are equipped to thrive in a competitive market.

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: Londis has strategically leveraged marketing and sponsorship to deepen its connection with its customers and reinforce its position as a community-first retail brand. Its long-standing sponsorship of Ireland’s Fittest Family has aligned the brand with family values, health and togetherness. These are core themes that resonate strongly with our communities. This partnership has not only elevated brand visibility but also earned industry recognition, garnering the brand multiple national and international sponsorship awards. The Londis in store competition to promote Ireland’s Fittest Family has also been a big part of our commitment to community, which saw Londis give local schools vouchers for sports equipment. Our charity partnership with Irish Hospice Foundation further highlights the dedication to our corporate social responsibility, with over €114,000 raised to date and a second national coffee morning planned for October 2025.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: Londis, supported by BWG Foods, is deeply committed to empowering its retail partners

with the tools, training and technology that they need to thrive. In today’s retail landscape retailer profitability is the highest priority in our interaction with our retailers. At the heart of this support is a highly experienced Retail Development Management (RDM) team, offering hands-on guidance across all aspects of store operations. Retailers benefit from access to cutting-edge platforms like ShopLink and ShopLink POS, which streamline ordering and stock management, while mobile tools such as the BWG Digital app and other event specific apps keep retailers informed and engaged. Training and education are cornerstones of the support we provide, with initiatives like the BWG Retail Management Degree Programme, the NextGen Entrepreneurs Programme in partnership with DCU and specialised deli and off licence workshops helping to future proof the next generation of store leaders. Additionally, the SocioLocal digital marketing platform provides retailers with ready to go social media content, saving time and money while maintaining a strong digital presence.

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: Londis continues to advance its sustainability agenda with a series of impactful initiatives that reflect both environmental responsibility and operational innovation. A standout success has been the brand’s strong uptake of the Too Good To Go food waste initiative and platform, which helps customers to purchase surplus fresh food at discounted prices. In 2024, Londis retailers also actively embraced the rollout of Ireland’s Deposit Return Scheme (DRS), playing a key role in supporting the national drive to encourage more recycling and reduce single-use plastics. Additionally, sustainability is being embedded into the physical design of new and refurbished Londis stores, with a growing focus on solar energy, LED lighting, and other energy efficient technologies. These efforts not only reduce environmental impact but also help retailers to future proof their businesses in a more eco-conscious retail landscape

Conor Hayes

(L-R) Nick Ye, store manager, Londis DCU, Ella Pasley, DCU student, Conor Hayes, sales director, Londis, Ethan Dunne, DCU student, James Galvin, director of Sport, DCU, Gillian Rigley, marketing manager, Londis and Terry O’Brien, regional development manager, Londis

Recently revamped Monaghan’s Londis Kentstown. (L-R), Aoibhe, Jennifer, Caolac and Caragh Monaghan

XL Retail

Fact file:

Name of group: XL

Sales director: Paul Bealin

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: 21 Value Centre and Cash & Carry Branches nationwide and chill distribution

Website: www.xlstores.ie

Social Media:

• www.facebook.com/XLIreland/

Tagline: A great deal more at your local store

Paul Bealin, BWG Foods Cash & Carry Sales Director

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: XL stays ahead of emerging trends to support retailers through a continuous focus on innovation and improvement. As part of BWG Foods, we leverage the expertise and resources of our parent company to introduce new concepts that enhance customer experience and drive footfall. Recent initiatives include the launch of the XL Off-Licence and XL Deli concepts, both of which have been met with strong consumer engagement and have helped differentiate XL stores in a competitive market.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: XL offers a flexible, market-leading package tailored to meet the evolving needs of both retailers and consumers. Our strength lies in our deep commitment to our retail partners, supported by a passionate and solutionfocused team. With 21 Value Centre and Cash

& Carry branches strategically located across Ireland, every XL retailer benefits from localised support and rapid access to wholesale services, which ensures they can respond quickly to market demands and grow their business with confidence.

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: XL continues to deepen its bond with communities across Ireland through a range of standout initiatives, including its long-standing and proud partnership with TG4’s beloved drama, Ros na Rún. For nearly a decade, An Siopa XL has featured prominently in the show, underscoring the brand’s strong cultural roots and meaningful presence in local life. Similarly, XL’s steadfast support for local Irish producers and businesses further reflects a commitment to nurturing the local economy, supporting local entrepreneurs and businesses and celebrating all things homegrown.

XL also recently celebrated the one-year birthday of Briosca, the much-loved Irish wolfhound character mascot. Briosca brings charm and character to the brand, creating joyful in-store experiences that appeal to both children and adults. Over the last year, Briosca has amplified XL’s core values of being local, Irish and community driven.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: Our dedicated team of XL development managers delivers hands-on, personalised support to every retailer across the network. Whether it’s offering expert business and

financial advice, guiding store development, or providing insights into emerging market trends, our team is always just a phone call away In addition to this close support, retailers benefit from access to competitive affinity deals, specialist fresh food advisory teams, and industry-leading marketing and promotional resources. We also maintain high standards across the estate through ongoing monitoring and development, ensuring every XL store continues to thrive.

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: Sustainability remains a central focus of XL’s retail development strategy Over the past year, we have made significant progress in reducing our environmental impact and promoting responsible practices across the business. This includes transitioning to renewable energy sources and actively working to lower carbon emissions. We’ve introduced recyclable and compostable shopper bags to help reduce plastic waste, and we continue to enhance sustainable sourcing practices throughout our supply chain. A dedicated sustainability pillar has also been integrated into our Retailing Standards Programme, reinforcing our long-term commitment to environmental responsibility Additionally, our partnership with Too Good To Go supports the reduction of surplus food, helping to combat food waste in local communities.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: Value is a cornerstone of the XL brand, and our promotional strategy is designed to deliver consistent savings and strong consumer appeal. Operating on a three-week promotional cycle, we ensure that our value message remains fresh and relevant, supported by dynamic marketing campaigns that drive footfall and sales. Retailers also benefit from strategically timed tactical sale days throughout the year, along with exceptional offers available during our summer and Christmas trade shows This approach ensures that XL stores remain competitive and aligned with the expectations of today’s value-conscious shopper

Paul Bealin

Q&A with…

XL off licence

XL Collins, Athea, Co. Limerick store interior

XL Deli counter

EUROSPAR

Fact file:

Number of stores nationwide: 52

Sales director: Peter Dwan

Typical store size: Varies

Head office: BWG Foods, 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 across the EUROSPAR network

Website: www.eurospar.ie

Social media:

• Facebook: @EurosparIreland

• Instagram: @eurospar_ireland/ Tagline: Your Supereasy Supermarket

Q&A with…

Peter Dwan, EUROSPAR sales director

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: EUROSPAR remains at the forefront of retail innovation by combining a strong local presence with a proactive approach to changing consumer behaviours and tastes. The brand’s emphasis on fresh food, particularly in made-in-store grab-and-go meals, in-house bakery, fresh meat, and fruit and veg - has proven pivotal, especially as hybrid working patterns have led to an increase in top-up shopping. The launch of the Supereasy Rewards app in May marks a significant step forward in digital engagement, offering shoppers a seamless and rewarding experience. Additionally, EUROSPAR’s new store design, developed in collaboration with EUROSPAR International, integrates global retail standards and energy-efficient technologies, ensuring stores are both modern and sustainable This forward-thinking approach ensures that EUROSPAR retailers are equipped to meet the needs of today’s shoppers while also providing an attractive offering to entice new customers.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: EUROSPAR’s unique position in the market is defined by its Supereasy Supermarket Shopping ethos. Our retailers’ communityfocused supermarkets offer the right range, excellent fresh food, and everyday value The brand’s commitment to quality is evident in its fresh departments, including butchery, bakery, and produce, which are tailored to meet local demand. What truly sets EUROSPAR apart is its deep-rooted connection to the communities our retailers serve. Initiatives such as the Junk Kouture sponsorship, the Let’s Celebrate Community campaign, along with the partnership with the National Breast Cancer Research Institute (NBCRI), reflect a brand that is not only commercially driven but socially conscious. The rollout of a new store design further enhances the customer experience, blending convenience with sustainability and reinforcing EUROSPAR’s position as a trusted, community-first supermarket.

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: EUROSPAR’s marketing and sponsorship strategy is focussed of earning the brand national visibility The brand’s sponsorship of Junk Kouture has empowered creative youth across Ireland, promoted sustainable fashion, and provided a platform for local talent. The Classroom Kouture initiative brought this excitement into primary schools, encouraging creativity and environmental awareness from an early age Meanwhile, the partnership with NBCRI has raised over €600,000 to date, connecting EUROSPAR retailers with their communities on a deeply emotional level and supporting vital health research. The recent collaboration sponsoring the Olympic Federation of Ireland and Paralympics Ireland and supporting Team Ireland’s journey to LA 2028, further elevates EUROSPAR’s national profile These initiatives are amplified through multimedia campaigns, in-store promotions, and local events, ensuring that the brand remains both visible and valued.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: EUROSPAR’s support for its retailers is both comprehensive and personalised. At the heart of this is a vastly experienced and passionate Retail Operations Team, all with extensive retail and fresh food experience, who provide

hands-on guidance and strategic advice tailored to each supermarket. Marketing support spans national multimedia campaigns and localised activity including POS materials, social media, PR, and in-store radio Retailers benefit from cyclical promotional activity, digital communications, and the Supereasy Rewards programme, all designed to drive footfall and sales. Community engagement remains a cornerstone, with initiatives like Junk Kouture, NBCRI, and Let’s Celebrate Community helping retailers build meaningful local connections.

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: Sustainability is a core pillar of EUROSPAR’s strategy, through its ‘Responsible Retailing’ Programme Over the past year, the brand has made significant progress through its partnership with EUROSPAR International and BWG Foods’ ESG team. The new store design incorporates advanced carbon reduction technologies, solar panels, and recycled materials, setting a new benchmark for environmental responsibility in retail.

EUROSPAR also supports retailers in implementing their own sustainability initiatives, providing webinars, guides, and digital assets to help communicate these efforts to shoppers. The brand’s continued sponsorship of Junk Kouture and the launch of Too Good To Go further demonstrate its commitment to responsible retailing and reducing environmental impact.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: EUROSPAR’s promotional strategies are built on a foundation of market insight and retailer collaboration. Regular benchmarking ensures that promotions remain competitive, and that EUROSPAR offers market-leading and market-matching promotional activity Promotions are integrated across multimedia platforms and supported by the Supereasy Rewards programme, allowing for personalised engagement and measurable results. Collaborative planning with the trading and promotions team ensures that each campaign is data-driven and aligned with both market trends and retailer goals. This holistic approach ensures that EUROSPAR promotions not only attract customers but also deliver tangible value to the stores.

Peter Dwan

EUROSPAR store exterior

Profitability

Dedicated sales team focused on growing your profit through sales, margin management and operational efficiencies.

Retailer Independence

Enjoy the full benefits of the EUROSPAR brand while retaining the freedom to make decisions that best serve your business and your customers.

Value

Offer your shoppers the best value for money with EUROSPAR’s promotional offers, competitive price match programmes, Supereasy Rewards programme and everyday great value

Passionate about Fresh

At EUROSPAR we are passionate about Fresh, offering the best in bakery, butchery and fruit and veg. Our dedicated Fresh team drive innovation and excellence within the EUROSPAR group

Community Driven

Connect with your local community through EUROSPAR’s national community sponsorships, charity partnerships and responsible retailing programme, including our proud sponsorship of Ireland’s sustainable fashion competition, Junk Kouture.

Gala Retail

Fact file:

Name of group: Gala Retail

Name and title: Gary Desmond, CEO, Gala Retail

Number of stores nationwide: 230

Typical store size: 1,750 sq ft

Head office: Gala Retail, Summit House, Kill, Co Kildare

Wholesale partner: Independent wholesalers nationwide and BWG Group (4 Aces Wholesale Ltd)

Type of distribution network: Network of countrywide wholesalers and dual retailer support model

Website: www.gala.ie

Social media:

• Facebook: @GalaRetail

• Instagram: @Gala_Retail

• X: @Gala_Retail

• Tik Tok: @gala_retail

• LinkedIn: @Gala Retail Services

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: Staying ahead of consumer trends is central to helping our retailers thrive in a competitive market. Our flexible, community-focused approach allows us to work closely with retailers to evolve and reflect changing shopper behaviours.

The Group’s signature in-store conceptsincluding Coffee Junction, Baker’s Corner, The Deli, Distill, Galato, and a new-to-launch chicken concept - cater to rising demand for fresh, quick, quality food-to-go options, particularly as hybrid working patterns continue to influence shopping habits, giving more choice to shoppers whilst driving footfall for retailers.

We also recognise the growing consumer appetite for fresh, locally sourced food, healthier choices, and convenient in-store experiences. These concepts are delivered in-store in ways that reflect local needs, with strong wholesaler partnerships ensuring

trusted produce and value Backed by continuous retailer feedback, our practical and responsive strategy keeps Gala stores relevant, competitive, and positioned to build loyalty and retain local shoppers.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: Each store is independently owned and tailored to local needs, but with the backing of our dual-support model - Gala HQ and our wholesaler network. This means our retailers get the freedom to run their stores their way, supported by expert advice and resources to grow We consistently hear that the friendliness and local knowledge of our people make a real difference for our retailers, helping to build lasting relationships.

With one of the largest fresh food teams across the convenience sector, Gala retailers receive hands-on support from fresh food experts who adapt the Gala-exclusive offerings to every store’s community Our fresh food concepts and local marketing give stores an edge, while our commitment to real community ties - from schools to local sports and Special Olympics Ireland - builds trust and loyalty

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: Gala’s long-standing commitment to community-focused marketing and sponsorship has played a vital role in building strong connections with our shoppers. We’ve proudly partnered with Special Olympics Ireland for over a decade as a Platinum Sponsor, donating over one million euros, and this year, we were delighted to support Team Ireland at the 2025 World Winter Games. Big giveaways like ‘Home or Away,’ which gifted €80,000 in holiday prizes, and community campaigns such as Ireland’s Best Baker and Junior Baker with Virgin Media TV celebrate local talent and keep us front-of-mind nationwide

These initiatives aren’t just about visibilitythey build trust, create goodwill, and reinforce our position as a retailer that genuinely gives back. By combining national promotions, in-store rewards and engaging digital campaigns, we ensure Gala stays front and centre in shoppers’ minds while always staying true to our local roots. This balanced approach helps drive footfall, rewards loyalty and strengthens our reputation as a brand that supports and celebrates the communities we serve across Ireland.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: Retailer-first thinking is the foundation of our success Each store has dedicated support from retail operations executives and fresh food executives who bring knowledge and expertise in Irish convenience retailing. In addition to visiting stores, we run regional cluster meetings and fresh food concept road shows

From store layouts and team training to marketing activation and fresh food roll-outs, our team works side by side with retailers to help their business thrive. We’ve also introduced a new VR store layout simulator to help retailers visualise and optimise store design. Our GROW network and weekly updates keep retailers informed and ahead of trends. We’re also helping stores expandwith new sites opening and revamps underway - ensuring Gala retailers have every opportunity to grow sustainably

Q: What sustainability improvements or initiatives has your brand implemented over the past year?

A: We have significantly enhanced our sustainability credentials over the past year through strategic initiatives and collaborations. We launched the Gala Greener Grants initiative, committing €500,000 to help retailers adopt greener tech by 2030 From super-efficient refrigeration and LED lighting to solar panels and EV chargers, our stores are becoming more energy-efficient and futureready We have sustainability partners who carry out energy audits, ensuring that each investment has real impact - a win-win for business and the communities they serve. This practical support helps our retailers’ lower costs and reduce their environmental footprint. By co-investing, we’re building a more sustainable Gala Retail network and playing our role in creating healthier communities.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: We run a strong calendar of seasonal promotions and shopper rewards that keep Gala front-of-mind. Our local wholesaler and supplier relationships help retailers deliver quality and value on shelves every day. Our team of retail operations and fresh food executives work closely with stores to activate promotions effectively, driving sales and footfall. Plus, our GROW platform and regular updates make it easy for retailers to adapt promotions to local needs. We maintain a strong and growing presence across social media channels to amplify our campaigns and enhance shopper engagement. Equally, we place a strong focus on monitoring and responding to evolving consumer habits, ensuring our promotional strategies are dataled, shopper-relevant, and aligned with changing behaviours.

By staying close to our shoppers and retailers, we ensure our promotions remain fresh, relevant, and competitive, helping stores stand out in a busy marketplace.

Gary Desmond

Q&A with…

Gary Desmond, CEO, Gala Retail

Gala store exterior

Gala Bakers Corner

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

Edwina Lucey, Sales Director, Costcutter explains what differentiates Costcutter in today’s market and how the Symbol Group supports its retailers

Staying ahead of emerging trends

At Costcutter, staying ahead of emerging trends is an important pillar of our strategy We continuously monitor shifts in shopper behaviour, particularly the rising demand for food to go, healthier options and convenience paired with quality Our sub-brands like Market Street Deli, Urban Sips and Freezi Licks Ice Cream were created in response to these evolving needs. Continuous product and concept innovation then allows us to develop this offering to adapt to consumer trends such as introducing an ice coffee solution to our Urban Sips brand this year We also ensure our store formats are flexible enough to cater to both urban and rural locations, giving our retailers the tools to remain relevant and profitable within the ever-changing FMCG landscape

What differentiates

Costcutter in today’s market

Our refreshed brand identity which includes a modern and vibrant store design layout and consumer focused promotions provides our retailers with a best in class retail solution. This new store spec and layout creates an inviting, modern in-store shopping experience for Costcutter customers. Our focus on value, positive shopping experiences and a quality food to go offering provide us with a point of difference. Having a strong alcohol offering with a wide exclusive range coupled with effective promotions is also a key differentiator within the market which we are very proud of and are continuously working hard to develop Extensive work has been put into developing a quality coffee offering to meet the demands of the on the go consumer We also foster a strong sense of locality, allowing retailers to tailor their offering to their community, while benefiting from support and guidance on a national level.

Marketing and sponsorships driving connection

Our marketing and sponsorship initiatives are designed to build strong emotional connections with customers while supporting causes that resonate locally as well as nationally A standout example is our partnership with Vision Ireland, which reflects our commitment to social responsibility and community Through in-store fundraising, awareness campaigns, and staff involvement, we have helped drive meaningful support for their vital work. In parallel, seasonal campaigns like “Back to School Made Easy” and local sponsorship such as supporting local sports clubs within our retailer’s catchment areas have reinforced the role Costcutter plays in their communities. Our POS kits are designed for ease of use for retailers and impactful and informative for customers, with bold signage and value messaging that bring campaigns to life on the shop floor On the digital side we run geo-targeted social media campaigns that direct shoppers to their local store, making sure promotions are seen by the right people at the right time Added to all this, we have carefully planned press, radio, and digital adverts to amplify our message nationally This 360° approach ensures that our promotions are not only visible but actually drive results.

Ongoing support to retail partners

What sets us apart is our 360° support model. Costcutter is not just a symbol group we are a true retail partner We provide expert guidance in fresh food, marketing, sales growth, and store design. Our team provides strong day to day operational support. This includes everything from Category Management and specific promotional planograms to local marketing campaign rollouts and access to a wide range of inhouse support in areas such as finance, marketing, HR and IT Crucially, we provide expert on the ground sales and trading support on a 3 weekly call cycle as well as targeted and individual business guidance through our dedicated account managers. This team is tasked with ensuring our retailers are well equipped to meet the demands of our consumers, all while maximising profitability and effectiveness. We help enhance our customers businesses utilising market insights, benchmarking principles and real time data, ensuring our retail partners are not navigating the current challenging market alone That combination of people on the ground and centralised expertise is what delivers our core value of partnership to our retail partners.

Sustainability improvements over the past year

Sustainability is woven into our operations and store development. Over the past year, we have focused on energy efficiency, including rolling out LED lighting and implementing sustainable conscious fitout choices. This includes the utilisation of solar panels and using Affinity deals for energy conservation as well as developing staff and retailer well-being programmes in store. We utilise recycled materials for fixtures where possible in our new store fit outs and the latest refrigeration technology units to provide energy savings. We have also reduced plastic packaging where possible and increased support for local Irish producers within our stores. DRS machine availability has also seen great success in our stores since the scheme was introduced. While we are proud of the strides we have made, we are committed to doing even more with sustainability set to play an even larger role in our future strategy

Ensuring competitive promotional strategies

We know promotions must work hard for our retailers. That’s why our promotional strategy is aimed at increasing basket spend, footfall and customer loyalty Our campaigns are planned around key trading periods, customer insights and market trends to ensure relevance and traction. We also offer flexibility at store level, allowing retailers to tailor offers to their local audience while benefiting from national campaign support. Our promotional strategy aims to accommodate both urban and rural store formats together with a range of store footprint sizes – basically recognising and understanding the unique needs of each store. Our promotional campaigns are supported with high quality assets across digital, print, and in store materials. Our ethos is to simplify the value message of a Costcutter store for the consumer with clear, value-led promotions we which ensure our retailers business remains strong, sustainable and competitive into the future.

Edwina Lucey

Costcutter Market St. Deli

Curtins Costcutter. Dunmanway, Co. Cork

50 CATEGORY FOCUS Symbol Groups

Nearby

Fact file:

Name of group: Nearby

Number of stores nationwide: 160 +

Typical store size: 1,000 sq ft to 3,000 sq ft

Head office: S&W Wholesale, Unit 1A, 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: @nearby_irl

• Tik Tok: @nearby_irl

• LinkedIn: @nearbystores

Tagline: Never too far from home

Q&A with…

Jason McSteen, sales manager, Nearby Ireland

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers?

A: At Nearby, we stay ahead of emerging trends to support our retail partners in attracting and retaining returning customers through a strategic focus on innovation, communication, and in-store value

Firstly, our commitment to being first-tomarket with new products ensures that our stores remain fresh, relevant, and aligned with our diverse customer base across Ireland. Our team closely monitors trends and seasonal opportunities, allowing us to introduce new products quickly giving our retailers an edge while keeping their customers engaged.

This includes recognising the significant growth in own-brand products, as more customers actively seek savings to help battle the ongoing cost-of-living crisis. This is further supported by our retailers who are here to meet new and regular customers’ shopping behaviour through their own buying patterns and in store promotions.

We also leverage a variety of effective communication channels to enhance our messaging and connect with our retailers and Nearby consumers across multiple touchpoints. From brand and digital campaigns to local store-level promotions, we ensure that our communication plan is consistent, timely, and tailored to drive engagement and awareness of what’s new and on offer at your local Nearby. This is further reinforced by the all-new Retailer Hub which gives each of our retailers the opportunity to create their own Nearby-branded POS for their own bespoke in-store promotions.

Our focus on convenience and on-the-go offerings allows our retailers to meet evolving shopper behaviors which is evident through the recent introduction of the ‘Go Local’ range

at Nearby stores and the further use of our Retailer Hub

Finally, within our stores, we focus heavily on delivering a strong value message through our award-winning “Bring Home the Value” (BHTV) value driving in-store concept. This includes clearly communicating these offers and price points through bespoke POS at store and an accompanying digital push on Nearby Ireland’s social media channels. These deals change every three weeks and feature four key lines, each promotional cycle addressing the ongoing cost-of-living crisis by offering real value on household essentials to local customers.

Together, these efforts ensure Nearby remains a trusted retail partner and a forward-thinking symbol brand that not only meets customer expectations but anticipates them, helping our retailers thrive in an ever-changing market.

Q: What differentiates your brand from competitors in today’s convenience retail landscape?

A: In an increasingly competitive retail environment, the brand stands out by offering independent retailers the tools, support, and market knowledge they need to thrive without the costly barriers often associated with other symbol groups. We seek out retail partners who are as passionate about their customers, their product range, and the long-term success of their store as the team at Nearby is. What truly sets us apart is our commitment to empowering retailers while allowing them to retain their independence in full by joining the Nearby Family

As a retailer, you can trade independently while enjoying the backing of a strong, trusted brand behind you. Additionally, our store development and design team help you make the most of your space, creating a customer experience that’s not only efficient but unique to your community

Unlike many other symbol groups, we charge no franchise fees, retailers can benefit from our full suite of brand assets, including professional shop-front signage, vinyl window wrapping, and in-store paneling & signage

Our award-winning marketing support is also provided free of charge helping to drive footfall, boost in-store basket spends, and highlight in-store promotions.

Retailers also benefit from on-the-ground support, with a dedicated business development manager offering guidance on buying, sales, store standards, and overall brand engagement at a store level.

This is also where our emphasis on flexible store formats shines through allowing each store to reflect local character while remaining aligned with the Nearby brand, helping to build a more meaningful connection with their customers.

Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility?

A: Building meaningful connections with the public through our local stores is at the heart of everything we do, and our marketing initiatives play a key role in strengthening those relationships. Through a comprehensive, year-round marketing plan rolled out across all 160 plus stores and our digital platforms, we

consistently engage with communities in a way that is tailored to them and their needs or wants.

One standout initiative is our Nearby Local Legends campaign, which encourages customers to nominate individuals or groups in their area who go above and beyond for their communities. It’s our way of celebrating the everyday legends that make a difference, with the bonus of a cash prize given to one winner to show our appreciation!

These campaigns reflect our commitment to leveraging local community engagement, a value at the core of the Nearby brand. By celebrating the real legends in our towns and villages across Ireland, we don’t just operate within communities, we help strengthen them.

Q: In what key ways does your team provide ongoing support and value to your retail partners?

A: Supporting our retail partners is an ongoing commitment stemming from experience, partnership, and shared success Each of our retailers is paired with a dedicated business development manager, many of whom are former retailers themselves. They know firsthand what it takes to run a successful store and bring that insight and energy into every visit.

Our BDMs work closely with store owners to focus on what performs, keeping a close eye on costs, improving margin opportunities, and ensuring strong product availability They also help maintain high store standards and support exceptional customer service, so each store not only looks great but delivers a unique experience at every store.

This hands-on, knowledgeable support means our retailers are never without help, even while maintaining full independence. With Nearby, they have a trusted partner by their side who’s just as invested in their success as they are.

Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

A: We ensure impactful, competitive promotions by leveraging strong supplier relationships, first-to-market products, and market-leading pricing backed by S&W Wholesale’s scale Our Every Day Low Pricing and ongoing investment in growth keep retailers competitive year-round.

Jason McSteen

Nearby store exterior

52 CATEGORY FOCUS Symbol Groups

Centra

Fact file:

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

With over 500 stores nationwide Centra serves over 3.5 million customers weekly and supports more than 38,000 jobs. As always, our goal is to lead with convenience, quality and value at the heart of everything we do

Our network of independent retailers has been the foundation of Centra’s success, enabling us to remain deeply embedded in the communities we serve. We empower our retailers with the tools, technologies, and marketing support they need to bring their ideas to life, while also working closely with them to develop meaningful initiatives that strengthen local ties. Centra’s role goes far beyond retail; we are an active and engaged community partner

Centra has become a familiar presence both on and off the pitch, supporting around 1,000 local GAA clubs and investing over €1.5 million annually in grassroots Gaelic games In 2025, it launched the ‘Where There’s Hurling, There’s Centra’ platform, highlighting the nationwide passion hurling inspires, Centra’s sideline role, and its 16th consecutive year sponsoring the All-Ireland Senior Hurling Championship, the competition’s longest-running partnership, underlining its long-term vision and proud commitment to the GAA and local communities.

Centra is a familiar presence on and off the pitch, supporting around 1,000 local GAA clubs and investing over €1.5 million annually in grassroots Gaelic games. In 2025, it launched Where There’s Hurling, There’s Centra, featuring Seanie the Sliotar Capturing hurling’s nationwide passion, the campaign highlights Centra’s sideline role and its 16th consecutive year sponsoring the All-Ireland Senior Hurling Championship - the competition’s longest-running partnershipproudly supporting local communities.

This community connection was further strengthened through a new partnership with Hurling for Cancer Research - the brainchild of

racing legends Jim Bolger and Davy Russell. This initiative unites hurling and horse racing communities to raise funds for the Irish Cancer Society With Centra’s 2025 support, it aims to surpass the €2 million fund-raising mark, further building on Centra’s 14-year track record of supporting the Society’s Breast Cancer Awareness Programme

In a competitive sector, Centra’s ability to blend national scale with local impact continues to resonate - not just with shoppers and communities, but across the wider retail and sporting landscape

Meeting customers’ needs for value, quality and convenience

Value remains at the forefront of consumers’ minds, and we are doing everything we can to deliver the best possible value to our customers. Our “simple value” philosophy keeps our offer easy to understand and deliver, supported by promotions and mega deals. We anticipate evolving needs, noting trends like ‘save and splurge’ behaviour, more top-up shopping, and growth in healthier on-the-go choices.

Innovation remains central to our strategy We’re focused on delivering healthier, highquality solutions that stand out from the competition, while refining our value proposition to meet modern needs. We especially excel at On-The-Go solutions, serving hot and iced ‘Frank and Honest’ coffee, the iconic Chicken Fillet Roll, our new Egg Muffin range with bacon, Superquinn Sausage, veggie & protein variants, the elevated classic Superquinn Sausage Roll, and a range of other fantastic varieties.

We are an award-winning brand across food, people and our stores. In 2024 we won 19 Blas na hÉireann and 52 Great Taste Awards, plus major design and management accolades at the 2024 London Design Awards.

Growth during past year

Frank and Honest had another recordbreaking year in 2024, with 26 million cups of tea and coffee sold in 2024 Launching Frank & Honest 2.0, which includes the addition of iced tea and oat milk options, proved pivotal to this success, with 20 million cups of coffee sold last year equivalent to 10 cups for every adult in Ireland.

An expanded Centra range has also helped deliver growth with new offerings like Centra Protein Yoghurts and the Centra Egg Muffin Both of which have been a huge hit across stores alongside Moo’d Ice Cream, Caramico and Donnybrook Fair

Next-gen retail: The new Centra Drumcondra

Centra is constantly evolving, and our ambition is to set new standards in convenience retail. Our recently revamped Centra Drumcondra store showcases this vision with an elevated shopping experience tailored to today’s consumer Featuring a reimagined on-the-go (OTG) area, including Frank & Honest coffee a full hot and cold food range, and a modern deli designed for efficiency and presentation. Every detail has been considered to enhance store flow, from

shelf-ready packaging and optimised backstore design to self-checkout options and rear-loading hot hold units. We’ve also responded to customer feedback with thoughtful additions like a dedicated Pet Essentials section and a Pup Parking area inside the store. This new format delivers the efficiency, simplicity and quality that modern shoppers expect. It is an example of best-inclass convenience retailing run by Paul and Ger Thornton in an extremely busy area. We would recommend any retailer visit this store.

Support for retailers

At Centra, we empower independent retailers to make key decisions that drive their business forward, while staying connected to local communities. Supported by Musgrave’s expertise, each store also benefits from a dedicated regional manager and a specialist team across areas like fresh food, operations, marketing, and store design.

We also help retailers plan for succession through our Leading for the Next Generation programme, preparing managers or family members to step into ownership when the time is right. This ensures a pipeline of capable Centra retailers ready to serve with passion and commitment.

Looking ahead, we have 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.

Social media is now a key focus, helping independent retailers showcase their personalities and bring their stores to life online Training and guidance complement traditional marketing support, with strong uptake driving sales. Our national pages now connect with over 400,000 engaged followers.

Conclusion

I’d like to thank our retailers, customers and colleagues for all they have done to deliver our success, and for the fantastic work they do every day on behalf of Centra, serving their communities in every corner of the country

Cormac Dawson

Cormac Dawson, sales director, Centra

Centra Drumcondra store interior

The Best Partnerforyou

Growing Your Profit

Join Ireland’s Number 1 Convenience Retailer

Centra is Ireland’s leading convenience retail group,with over 500 bright,accessible storesthroughoutthe country. The Centra brand is owned byMusgrave,Ireland’s leadingfood retail andwholesale company.Musgrave is a 149yearold family-run business,with strongvalues and a commitment to supportingvibrant communities.Centra retailers benefit fromthe buying powerofbeing part ofIreland’s leading wholesalergroup.

The Centrafranchise model offers independent retailersthe opportunityto owntheirown businesswiththe support and knowledge ofdedicated Sales,Marketing,Finance,Human Resources,ITand Store DesignTeams.Stores are operated byindependent retail partners sometimes across multiple generations andwhom are rooted inthe local community.

• Consistently growing retailer profitability with a daily focus on sales, margin and costs with each store having access to our retailer profitability team and a dedicated finance support.

• Focus on cost management spans across process efficiency, automated ordering and a focus on using technology to eliminate non value adding tasks. this is supported on the ground by a dedicated store efficiency team who work alongside retailers and regional managers to deliver the most operationally efficient stores

World Class Innovation

• Ongoing food and beverage innovation through our unique and premium exclusive brands including Frank and Honest, the number one bean-to-coffee brand in Ireland, which continues to innovate with new oat and iced coffee offering

• Ready meals are going from strength-to-strength with Clean Cut Meals, Donnybrook Fair and a wide range of own brand offerings leading the market in innovation

Consumer Driven

• Consumer first approach with insight-led planning.

• Market leading promotions

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

• Longstanding charity partnership with the Irish Cancer Society.

• National marketing plan across TV/Radio/Digital channels including social media with a reach of 3m per month.

• Local community engagement - support in traditional form including events and social media training which allows stores to connect daily with their local communities

Passionate People

• Training programmes, many of which are available on your mobile phone.

• Strategic business and financial expertise

• Award winning online & in-store fresh food training with tailored business plans to 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

a more sustainable and

Daybreak

Fact file:

Name of group: Daybreak

Number of stores nationwide: 316

Typical store size: 1,500-2000 sq ft

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’

exclusive 9 Grams coffee offer, where we’ve introduced iced coffee and oat milk options in response to rising demand for dairy alternatives and personalisation. We’ve also expanded the range with drinks such as the Cortado and Café Crema, offering more choice for coffee lovers on the go

Launches like these keep our offer fresh, exciting, and aligned with evolving convenience missions.

Retailer support

Staying ahead

At Daybreak, we’re committed to helping retailers respond to shifting customer preferences. Thanks to our in-house Insights & Innovation team, we stay on top of consumer trends and use this insight to shape our product offer and promotional focus. A cross-functional team – spanning Trading, Sales, Marketing, Fresh Food Specialists and our Development Chef – works collaboratively to turn these insights into action, continuously evolving the Daybreak brand’s consumer offer with a strong focus on ensuring our food and beverage range continues to excite shoppers.

Indulgence remains a major trend in foodto-go, and our ‘Pimp My Croissant’ range delivers just that – with eye-catching toppings and in-demand flavours like pistachio, which continues to resonate with younger consumers. We’ve also just introduced a new range to our deli offer: French Tacos – tortilla wraps filled with options like Tex Mex beef or crispy chicken, combined with cheese, chips, spice seasoning and taco sauce. They’re already proving to be a big lunchtime hit. A great example within beverages is our

Retailer success is at the heart of everything we do Our dedicated business development managers and fresh food team work closely with stores to provide hands-on support. From day-to-day operations to new store openings and deli optimisation, we are focused on driving sales and delivering great in-store execution at every stage

Retailers also benefit from being part of the wider Musgrave group, which provides access to best-in-class expertise across areas such as IT, Store Development, HR, and more. For example practical tools like the Musgrave Institute learning and development platform, our recruitment hub, HR Helpdesk, and the dedicated Retailer Zone make it easy for retailers to access training resources, policies, and HR support – helping them manage their business and build strong, capable teams.

A standout strength of the Daybreak model is the collaboration between retailers and the central team. Our Retailer Council plays a key role here – offering valuable insight from stores across the country and helping shape our brand direction. Their input into refining our promotional plans is just one example of how this collaboration leads to better outcomes for both retailers and shoppers.

Marketing and community impact

At Daybreak, our marketing approach blends traditional media, digital, and community-led strategies to drive visibility and footfall across the network. We continue to invest in highimpact in-store POS and leaflets as part of our promotional cycles, while geo-targeted digital campaigns help us connect with the right shoppers at the right time Our creative approach to digital, for instance, was recently recognised with multiple wins at the 2025 Sockies Social Media Awards. Broadcast also plays a key role, with radio and TV campaigns further reinforcing our national presence. Seasonal promotions and creative campaigns ensure that Daybreak remains top-of-mind with convenience shoppers.

Beyond promotional and advertising activity, our long-standing partnership with the Irish Heart Foundation is a strong example of how we engage with local communities. Retailers across the country have supported initiatives like nationwide coffee mornings, the ‘30 for 30’ active challenge, and mobile health unit visits – raising vital funds and increasing awareness around heart health. It’s a partnership that reflects our wider commitment to making a difference in the communities we serve.

Looking forward

As we enter the second half of 2025, Daybreak remains focused on delivering value and driving continued growth. Our strong brand proposition and proven store formats consistently drive strong retailer profitability, which has been a key factor in the increasing number of retailers joining the Daybreak brand. We expect this momentum to continue, with strong growth in store numbers anticipated in the months ahead. In parallel, we will continue to work with existing retailers to develop their stores and implement our latest brand initiatives to further enhance performance. With collaboration, innovation, and agility at our core, we’re committed to keeping Daybreak at the forefront of Irish convenience retail. ■

Janine Watson

Janine Watson, head of retail sales at Musgrave Wholesale Partners, outlines how Daybreak continues to respond to emerging trends, evolve its offer, and support retailers for the year ahead

Daybreak 9 Grams coffee

REAL FAST

We’ve shaped our shopping experience around what matters most to our customers.

That means surprising and delighting shoppers with a fresher, healthier, more innovative offer. And for retailers, it means a cost-effective model that stands out in the market and delivers above average returns.

Distinctive

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

Rise and dine

Retailers, stock up now on breakfast essentials to meet rising demand for quick, healthy, and convenient morning options as the category continues to grow.

Reports Donna Ahern

Breakfast remains a crucial part of the day, with consumers consistently seeking quick, satisfying, and enjoyable options. It’s seen as both a daily necessity and, at times, a treat - balancing tradition with innovation as the category continues to evolve. Particularly during the academic year, breakfast becomes a key part of the morning routine, driving steady demand.

The idea of breakfast as the “most important meal of the day” dates back to the 1960s, when American nutritionist Adelle Davis famously advised people to “eat breakfast like a king, lunch like a prince, and dinner like a pauper.” Today, that sentiment still rings true, as busy lifestyles and healthconscious choices shape purchasing habits.

According to recent Euromonitor research on the Irish market, retail volume sales of

Gluten free porridge to go!

Local producer Just Live a Little have expanded their breakfast offering with the launch of two gluten-free porridge pots. Designed for a tastier, healthier breakfast, they are the perfect solution whether you are at home, at work or on the go

The new porridge pots gluten-free, with no refined sugar, suitable for vegans and promote good gut health.

The new range come in two delicious flavours: Apple & Cinnamon and Maple Syrup

breakfast cereals are expected to continue growing. Health concerns around ultraprocessed foods are pushing consumers toward hot cereals, muesli, and granolasegments predicted to drive future growth. Despite recent price increases, breakfast cereals remain an everyday staple for Irish shoppers, showing the category’s resilience and relevance.

As out-of-home activity increases and inflationary pressures ease demand for

Packed in branded shelf ready packaging (8x60g) the pots are 100% recyclable, in line with the brand’s sustainability policy.

Just Live a Little Gluten-free porridge pots are available to order now at an RRSP of €1.50 for 60g.

For more information contact: Bronagh Clarke, marketing director

Email: bronaghc@forestfeast.com

Barry Tyndall, head of sales, Ireland

Email: barry@forestfeast.com

Web: www.justlivealittle.com

Email: hello@justlivealittle.com

White’s Oats: Where tradition meets momentum in the breakfast aisle

Breakfast is no longer taking place at a fixed point and has become a more fluid and personalised part of daily life. Whether it’s a slow, nourishing start at home or a quick bite

convenient, on-the-go formats is expected to rise Additionally, global supply chain disruptions, such as wheat shortages, have highlighted the value of locally produced goods. This is set to further increase consumer interest in Irish-made breakfast products.

Retailers should take note: now is the time to stock up on a broad range of breakfast essentials to meet customer expectations, support daily routines, and take advantage of a growing, evolving category

mid-morning in the office, consumers are seeking options that fit their busy routines. White’s Oats, Ireland’s largest oat miller and leading breakfast cereal producer, is addressing changing consumer behaviour with a healthy, convenient, and versatile product range

Recording a 15% increase in turnover, White’s has responded to market and consumer trends with distinctive oat-based products that provide excellent customer value In 2024, White’s launched ActivOat, a high-protein porridge pot, to meet the demand for functional, grab-and-go breakfasts and the five-ingredient Oaty Bar, marking its entry into the ambient snack category

The brand has secured Tesco Ireland listings with market leading products such as Toasted Oats and Speedicook, expanding reach to 330,000 additional households in the Republic of Ireland, and reinforcing its leadership and retailer partnerships in a competitive market.

White Quick & Oaty, Oaty Bar and ActivOat range

Just Live a Little Apple & Cinnamon and Maple Syrup flavours

Fuel your morning with ACTI-SNACK’s new high-protein porridge pots

Protein-focused local brand ACTI-SNACK has expanded its breakfast range with the launch of two high-protein porridge pots, designed to fuel busy mornings and active lifestyles.

Perfect for on-the-go consumption, the convenient pots are ideal for pre-workout energy or post-workout recovery Simply add hot water, wait three minutes, stir and enjoy. Each 60g serving delivers 14g of protein, is high in fibre, and is suitable for vegetariansmaking it a smart, satisfying start to any day.

Available in two indulgent flavours - Chocolate and Golden Syrup - these porridge pots are packed in branded, shelf-ready cases (8 x 60g) and come in 100% recyclable packaging, reflecting ACTI-SNACK’s ongoing commitment to sustainability

The new ACTI-SNACK Protein Porridge Pots are available to order now, with an RRSP of €1.50 per 60g pot.

For more information contact: Bronagh Clarke, marketing director: Email: bronaghc@forestfeast.com

Barry Tyndall, head of sales, Ireland Email: barry@forestfeast.com Web: www.acti-snack.com Email: hello@acti-snack.com

From traditional porridge to on-the-go breakfasts and snacks, White’s blends 184 years of heritage with a forward-looking approach, continuing to channel market and consumer insight into product development, bolstered by its recent investment in a new production and packing facility at Moy in Co Tyrone

Danielle McBride, marketing manager, White’s Oats, said: “At White’s, we are committed to staying ahead of how breakfast is changing. That means continuing to innovate with purpose using quality Irish oats to create great-tasting products that earn their place in consumer’s morning routines.”

Nestlé cereal brands team up with DC Studios and Warner Bros

This summer, popular Nestlé cereal brands including Shreddies, Cheerios and Cookie Crisp are teaming up with DC Studios and Warner Bros to offer shoppers across the Ireland and the UK the chance to win an incredible family holiday to the Six Flags Over Texas theme park in the USA. There are also 1000 cash prizes up for grabs to celebrate the launch of the epic new Superman film, in cinemas 11 July

To enter the draw, shoppers need to purchase a participating pack of Nestlé cereals, scan the QR code, enter their unique product code and upload their receipt. The main prize to Six Flags Over Texas includes a

five-night stay in Texas, US, return flights, twoday park admission and spending cash.

In the first feature to debut from DC Studios, James Gunn, in his signature style, takes on the original Superhero in the newly imagined DC Universe with a singular blend of epic action, humour and heart, delivering a Superman who’s driven by compassion and an inherent belief in the goodness of humankind.

Jennifer Walsh, country manager, Nestlé Cereals, said: “It’s a pleasure to team up with DC Studios and Warners Bros. for our exciting Superman on pack promotion. Through the partnership, Shreddies, Cheerios, Cookie Crisp and other brands will have increased visibility in-store while offering shoppers a chance to be part of something fun and exciting this summer, and of course, celebrate the new film that everyone is sure to be talking about. Superman is a family favourite, offering humour, heart and action which is a great fit for our cereal brands.”

Mór Taste secures major supermarket listing

Mór Taste, producer of ‘Ireland’s fruitiest jams’, hits the shelves of 118 Tesco stores nationwide with permanent listing Wexford-based Mór Taste, widely regarded as the producer of “Ireland’s fruitiest Jams”, has secured a permanent listing with Tesco, it’s largest to date

The retailer has selected four of its multiaward-winning flavours, Mór Taste’s 4 Berry Blueberry, Cherry, and Raspberry Jams, to be stocked across 118 of its stores nationwide and online at tesco.ie

Higher fruit content + less sugar = Mór Taste

Often, leading food and drink brands hide the use of sugar in their products, instead describing it in the list of ingredients as either ‘fruit juice concentrate’, ‘fructose’, or ‘unsweetened grape juice’, all of which can confuse consumers’ understanding of the true sugar content.

Mór Taste’s main point of difference is that rather than trying to increase the sweetness of its products, founder, Felix Oster, purposely set out to do the complete opposite from the get-go, having identified that more fruit meant more flavour

By choosing to pack more real fruit into his

ACTI-SNACK Golden Syrup high-protein porridge pot

ACTI-SNACK Chocolate high-protein porridge pots (8 x 60g)

Jams, reducing the sugar content to the absolute minimum, and cooking them gently to preserve the rich natural flavours, he has developed a 13-strong range of healthier Mór Taste preserves that are all bursting with fruity goodness.

As its packaging proudly states, Mór Taste’s preserves are crafted using 85% real fruit, which means that its products contain significantly more whole fruits and up to 70% less sugar than regular jams - and up to 50% less sugar than products, sweetened with juices or concentrates. Its entire range is also completely free from nasties like preservatives, artificial sweeteners, and of course, fruit concentrates.

Given their high real fruit content and minimal sugar, which acts as a natural preservative in traditional jams, Mór Taste’s preserves are best enjoyed fresh and consumed within a week or two once opened. For this reason, they come in slightly smaller 210g-sized jars than the jams you would typically find on supermarket shelves and need to be kept chilled in the fridge after opening to maintain their quality and ensure maximum flavour

Multi-award-winning range

By using more real ingredients to drive flavour, Mór Taste became one of Ireland’s most awarded brands last year, with six out of seven products winning stars at the highly respected Great Taste Awards (two x two-star and four x one-star products), plus three Irish Quality Food and Drink Award Gold Medals, and a Blas na h’Éireann Gold Award.

Of the four flavours selected by Tesco, Mór Taste’s Four Berry Jam took home two-stars and its Raspberry preserve picked up one-star at the Great Taste Awards 2024 Its Blueberry Jam was named a Blas na h’Éireann Finalist in 2023. And, in 2022 its signature Cherry preserve claimed one-star at the Great Taste Awards, along with a Blas na h’Éireann Gold Award a few months later.

Nationwide retail availability

All four flavours of Jam stocked by Tesco - Mór Taste’s Four Berry, Blueberry, Cherry, and Raspberry - retail at €3.70 each for a 210g jar and are available to purchase from 118 stores nationwide, as well as online at www.tesco.ie Since February of this year its Four Berry Cherry, and Raspberry Jams have also been available from 26 Dunnes Stores locations.

Nestlé Shreddies featuring Superman on pack promotion

And, Mór Taste has recently secured a listing with Holland & Barrett, that will see the health and wellness retailer stock the brand’s Four Berry and Raspberry Jams from July 2025 onwards.

In addition to these, the brand currently produces Damson, Mango, Piña Colada, and Rhubarb & Vanilla-flavoured Jams, and a Cranberry Sauce - all award winners in their own right.

Healthier chocolate spreads

Mór Taste is a producer of more than just jams. Its healthy offering also includes a range of Chocolate Spreads - available in Hazelnut & Chocolate, Almond & Milk Chocolate, and Peanut & White Chocolate flavours - that are made using nuts and real chocolate only

Each one contains up to 74% less sugar than the market leader and, like its Jams, Mór Taste’s Chocolate Spreads are also completely free from palm oil and any other nasties.

Commenting on the brand’s exciting new listing with Tesco, Felix Oster, founder, Mór Taste, said: “We’re absolutely thrilled to be given the opportunity to launch in all Tesco stores (excluding Tesco Express) This is a huge milestone for our small team and a big step forward in making our healthier, awardwinning jams more accessible to customers across Ireland. At Mór Taste, we’re passionate about using more real fruit and reducing the sugar content, and we’re proud to be able to bring our jams to even more tables nationwide.”

Cotter Farm Gluten Free Oats secures Lidl limited-time listing

What brothers Billy and Bernard Cotter have done is unique Farming just outside the beautiful, picturesque village of Castletownroche in North Cork, in 2022 the Cotter brothers decided to diversify their offering to add value to their tillage and livestock farm – introducing Cotter Farm Gluten Free Oats.

Seeing the health benefits of oats and their versatility as a grain, the brothers began growing crops of gluten-free oats on the farm. After converting a cattle shed into a mill, the Cotter Farm is the only farm on the island of Ireland growing, milling, steaming, and packaging porridge all in one place, carrying out every process from field to bowl.

Unlocking a next-level creaminess by slow steaming the oats for a long period of time at a low heat, Cotter Farm Gluten Free Oats is part of Lidl Ireland’s 2025 Kickstart Supplier Development Programme and will be available for all to try when it is stocked on Lidl shelves in Ireland from 11 September for a limited time only

Meridian nut butters unveil fresh new look

Meridian, Ireland’s number one natural nut butter1 , is rolling out a bold new look this summer, with a refreshed pack design.

The rebrand is designed to make the range easier to shop with bolder colours, clearer labelling, and updated icons to highlight its ‘no palm oil’ and ‘100% nuts’ credentials. In a category that’s growing fast but also getting crowded, Meridian’s refresh helps it stand out on shelf especially in busy breakfast aisles where spreads now compete directly with cereals, granolas, protein bars and ready-to-go pots. The brand’s ambition is clear: to remain front of mind as the natural choice for health-conscious, ingredient-savvy consumers.

Meridian shows no sign of slowing down with 28% growth and 40% market share, delivering 2.7 million in annual revenue for the brand2

“This refresh is about making a strong brand, even stronger,” said Rachael Kelland, brand manager for Meridian. “We’ve got a product people trust, one that’s built on quality, taste and transparency, and this new look makes it even easier for them to find what they’re looking for. Whether it’s smooth peanut or a more textured crunch variety, shoppers can now spot their favourite at a glance.”

The relaunch comes at a time when consumers are increasingly looking for plant-based sources of protein, with nut butters offering an accessible and versatile solution. For sales enquiries, contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie

Sources: 1. Nielsen data, December 2024 2. Nielsen data, December 2024

The Smokin’ Butcher’ secures Lidl limited-time listing

From his mother’s kitchen to his Navan-based smokehouse, Hugh Maguire Junior, ‘The Smokin’ Butcher’, is a seasoned butcher with over 30 years’ experience.

With a unique talent for balancing old traditions with the new, innovative and exciting trends, Hugh has built up a solid reputation nationwide in the butchery business through his creativity with pork products - most notably, The Smokin’ Butcher’s multi-award-winning Smoked Black Pudding.

The Smokin’ Butcher prides itself on its black pudding recipe as it is one of the very few Irish black puddings that are 100% natural, using fresh pigs’ blood and natural pork casing. With no artificial additives or preservatives and containing signature ingredients, such as pinhead oatmeal, fresh onion, garlic, a selection of seasonings and Himalayan pink salt, the pudding has a unique, light smoked flavour from the slow smoking process using Beechwood chips, making it the perfect, smokey addition to any fry-up

For a limited time only, black pudding enthusiasts can get their hands on The Smokin’ Butcher’s Smoked Black Pudding in all 186 Lidl stores nationwide from 11 September as part of the 2025 Kickstart programme

Kellogg’s: Powering back-toschool breakfasts

As families gear up for the back-to-school season, mornings can be hectic - which is why Kellogg’s cereals remain a trusted breakfast staple across Irish households. As the number one cereal manufacturer in Ireland1 , Kellogg’s has been a part of family routines since 1912, offering quick, satisfying options loved by generations.

Recent research by Empathy Research (March 2025) found that seven in 10 Irish adults consider Kellogg’s a household essential. Iconic favourites like Kellogg’s Corn Flakes, Rice Krispies, and Coco Pops continue to lead the way, offering consistency, familiarity, and great taste

But Kellogg’s noted that it’s not standing still. Innovation is central to its strategy, helping the brand meet evolving consumer tastes and grow the category Its latest launch, Kellogg’s Oatiesa crunchy, oat-based cereal made from wholegrain oats - is already proving a hit with the whole family Available in Original Crunch and Choco Crunch, Oaties are designed to stay satisfyingly crunchy in milk.

By listening to consumer needs and focusing on quality and flavour, Kellogg’s continues to stay top of mind for shoppers. For retailers, that means trusted products that drive sales and category growth - making Kellogg’s the perfect partner this back-to-school season.

Visit: https://www.kelloggs.ie/en_IE/home.html 1. Nielsen Scan Track L52wks to 15 June 2025. ■

Kellogg’s Oaties Original Crunch

Kellogg’s Oaties Choco Crunch

Mr. Cotter holding Cotter Farm Gluten Free Oats Meridian nut butter range

Smart stationery for school

With back-to-school season in full swing, demand grows for reliable, sustainable stationery from trusted brands like BIC, Reach and SolvX, helping students start the year prepared and confident, Ryan Brennan reports

As September approaches, the back-toschool season brings a surge in demand for stationery that’s reliable, affordable, and ready to keep up with busy student schedules. Parents, teachers, and students alike are seeking products that combine everyday practicality with long-lasting performance, from smooth-writing pens to durable maths sets and precision correction tools.

In recent years, shoppers have increasingly favoured brands that balance quality with

Reach Stationery

Reach Stationery is one of Ireland’s leading stationery wholesalers, supplying an extensive range of products to retailers throughout the country Along with Reach’s own brand, Supreme Stationery, the company also distributes a full range of other leading brands including Staedtler, Bic, Crayola, Stabilo, Sharpie, Pukka, Aisling, Casio and more.

Reach Stationery has a reputation for excellent customer service and its nationwide team of sales executives are always available

value, while also considering environmental impact. BIC’s dependable ballpoints, Reach’s robust geometry sets, and SolvX’s innovative correction solutions are staples in school bags across Ireland, trusted for their consistency and ease of use

The back-to-school rush also highlights a growing appetite for sustainable choices. Recyclable materials, refillable systems, and

to call in to discuss retailer requirements and to advise on how best to prepare for the busy back-to-school period. Its next-day delivery service is a huge advantage for any retailer who finds themselves out of stock of essential lines, while it also offer the option of placing advance orders for delivery at a later date

Reach Stationery is truly a one-stop shop for all stationery requirements, from school to home and office Its school range includes all essential classroom resources such as wall charts, notice boards, reward stickers, dictionaries and a selection of novels for the

products built to last are becoming key purchase drivers as families aim to reduce waste without compromising on performance.

Retailers who stock a well-rounded mix of classic essentials and eco-conscious options are best placed to meet the needs of today’s students, ensuring they start the school year equipped, confident, and ready to achieve their goals.

Leaving Cert and Junior Cert syllabus. The company also carries an impressive range of school bags, lunchware, partyware, hygiene products and till and visa rolls.

Reach Stationery operates an excellent website, www.reachstationery.ie making it very easy to browse its extensive list of products. Alternatively customers can contact its customer service team on 023888 0414 or by email at custservices@ reachgroup.ie to place an order or to arrange a call from one of its experienced sales representatives.

Rea ionery range ch Stat

BIC pens: Creativity, colour, personality

The iconic BIC 4 Colours range continues to be a consumer favorite, with the campaign ‘A Pen for Every Side of You’ now live across a range of consumer touchpoints in the UK and Ireland. Showcasing consumers’ love for expressing their personality through the fun and modern pen designs, the range has more new exciting designs and inks to choose from, including 4C Smooth (40% smoother), Pastel and Gradient.

Colouring continues to see strong growth, with BIC’s ‘GO MAKE WOW’ campaign also live and showcasing a new packaging design, range of new products and campaign that encourages children to explore their creativity

Finally, the world renowned and iconic top selling BIC Cristal pen has undergone a recent upgrade as the packaging moved from plastic pouches to cardboard boxes. As the iconic ball pen, BIC Cristal Original writes for up to 3km of ink, delivering value for money and a smooth writing experience, with a range of options from Original, Soft, Large, Fine, all coming in a range of colours.

As a full line supplier, BIC offers products for all stationery segments, from Ball Pens and Gels, to Colouring and Accessories.

To maximise the opportunity, orders can be made via your local BIC sales manager or via uksales@bicworld.com.

Solv-X expands stationery range and reach

Solv-X leads the way in delivering high-quality, great-value stationery solutions tailored for the retail sector Its recent acquisition of Belfast based Cards Galore Stationery business has seen its Stationery range grow to over 200 products that includes 100 own-brand products alongside trusted names like BIC, Papermate, Loctite, Sellotape, Crayola and Helix, Cards Galore have been the leading supplier of Stationery to the NI grocery market for over 30 years and it is excited about the opportunities provided in combining its range and customer base with its own,

Its direct from factory sourcing for its extensive own brand range means supermarket and convenience retailers can compete strongly with any discounters or stationery specialist retailers.

It’s post and pack offering continues to provide the highest growth rates. The brand suggests that you should look out for its new paper range later in the year

To support retailers of all sizes, Solv-X offers a flexible suite of planogram options up to three million and support retailers with investment in display fixtures as well as a program of special offers throughout the year

It is also excited to announce the recent launch of its new website, www.solv-x.com, where its full product range is now available to browse and purchase online Designed for speed and convenience, the new platform makes ordering easier than ever and is a great support for its long-established and trusted national field sales team.

The full Solv-X stationery range is available online, via your local Area manager, or by calling 042 9377055. ■

Health is wealth

Health-conscious families are driving a revolution in frozen food, with cleaner, more nutritious meals becoming the new standard. ShelfLife reports

Parents are increasingly prioritising nutritious meals for their families as awareness around the importance of a balanced diet continues to grow This shift reflects a broader societal move towards healthier living, driven by both personal wellbeing and concern for long-term health outcomes.

Fortunately, healthy food options are now more accessible and affordable than ever before, making it easier for families to make better choices without compromising on convenience or budget. One of the most noticeable transformations is in the frozen food aisle, which has undergone a significant evolution.

Where once it was dominated by heavily

processed, high-fat options, it now features a wide range of cleaner, high-quality meals crafted with natural ingredients and fewer additives. These meals often boast reduced levels of sugar, fat, and salt, making them more appealing to health-conscious

Activia: Delicious yogurt, healthy gut

Over the past year, it has focused on developing new and improved dairy offerings as the #1 yoghurt brand Activia offering functional support in terms of gut health1 for Irish consumers. This reflects Activia’s desire to be a trusted choice for families and individuals looking for healthier options that don’t compromise on taste

Made with only carefully selected fruits along with billions of live cultures. Then fermented for eight hours so our unique blend of five ferments have time to do their work. Helping to create a smooth and creamy yogurt that’s irresistible At Activia it has always been passionate about gut health1 with a wide range of options to choose from, so whether it’s our delicious fruit range, it’s smooth and creamy no added sugars2 , 0% fat yogurt or it’s Fibre Breakfast range why not start your day with Activia.

1. Activia contains calcium, which contributes to the normal function of digestive enzymes. Enjoy as part of a balanced diet and healthy lifestyle 2. Contains naturally occurring sugars.

Ireland’s first live probiotic soda by All About to be distributed by GDK

Galway based drinks brand All About has just launched a new range of live probiotic sodas in three refreshing flavours: Lemon, Blood Orange and Tropical. They are to be distributed across Northern Ireland and parts of the Republic with Co Down-based GDK Drinks.

Made with real fruit, organic ingredients; The Live sodas contain more than one billion live cultures per can; they’re handmade in Galway and seriously good for your gut. It’s an uncompromising drink with all the health benefits.

Since 2017, two best friends; Emmett Kerrigan and Keith Loftus have been handcrafting unpasteurised, Live, and organic kombucha; brewed with care in Galway

A growth in demand for gut-friendly drinks led them to develop the soda range, which unlike kombuchas, don’t need to be refrigerated.

“We wanted to have a feel-good Live soda option with real fruit and

consumers. In response to growing demand, food manufacturers are actively reformulating their products to meet modern health standards, demonstrating a commitment to transparency, nutrition, and overall product improvement.

probiotics that is good on the palate and good on the gut” said Keith Loftus, co-founder, All About.

“We are thankful for InterTrade Ireland’s assistance in cross-border trade through their Trade Export Pathway programme and consultant Barbara Collins from The Good China Set.”

“We are delighted at GDK to be launching these drinks to our retail and hospitality customers” added GDK director, Philip Russell, director, GDK.

“I am fully convinced that the low-sugar, gut-friendly trend is set to grow and grow.”

Established in 2009, GDK Drinks is based in Warrenpoint, Co Down. It is a leading supplier of several drinks and confectionery brands including Papas Minerals, several craft beers and Manhattan Keogh’s Crisps and Popcorn.

Organic snacks meet growing health-conscious demand

Carmen Ferguson, brand manager, Windmill Organics: “It’s clear the pandemic made people more health conscious and the food and drink you consume is obviously a big part of that. When you add in the increased understanding about the potential long term health impacts of consuming too much ultra processed food, it’s no surprise that many families want heathier, natural foods without chemical additives, so organic is the natural choice. As one of the first organic companies in Ireland, Biona is a family-run business with over 40 years’ experience supplying Irish and international retail partners. All the products in our range, of which there are over 270, are naturally grown on organic farms without the use of harmful chemicals and pesticides.”

“This increased desire for healthier eating has certainly impacted the snacking category with many consumers wishing to make more healthier choices in between meals. This may not be just a healthier version of their old snack but considering new snacks altogether and retailers can play their part by promoting these healthier snacks in-store and making them more visible at fixture too. But, even within healthier snacking, consumers still desire something that feels indulgent and tastes delicious, so brands that tick all those boxes are well-placed to flourish.”

“Whilst many consumers are looking to avoid sugary snacks as a priority, increasingly they are also becoming aware of ultra processed foods too, so appeal to them by stocking a good selection of healthier snacks such as Biona’s rice cakes, corn cakes or lightly salted potato chips. It’s also worth bearing in mind that while there are certain times of the year when healthy living is higher up people’s agenda, such as in January, in reality this is not a short-lived phase but something that many consumers now wish to do all year round.”

A NU kind of energy:

Ireland’s

first guayusa-

powered energy drink

Forget coffee crashes and synthetic energy buzz-there’s a NU way to energise your day. An Irish start-up is shaking up the energy drink market with a plant-powered, gutfriendly and mood-lifting drink that’s rooted in ancient Amazonian tradition and crafted in Ireland.

Huel becomes Ireland’s no.1 complete nutrition drink in just one year

Huel, the delicious ready-to-drink nutritionally complete meal in a bottle, is proud to announce a major milestone One year after launching in Ireland, Huel has officially become the no.1 complete nutrition drink in the country

With its simple, powerful mission to make nutrition easy, affordable, and sustainable, Huel has quickly earned a place in the daily lives of busy, Irish consumers. The brand’s rapid rise reflects a growing appetite for nutritious, on-the-go options that don’t compromise on taste, health, or values.

Huel (short for Human + Fuel) is a nutritionally complete meal – every bottle delivers a perfectly balanced mix of 26 essential vitamins and minerals, high-quality protein, essential fats, carbs, fibre, and phytonutrients – all made from plant-based, sustainable ingredients like oats, peas, flaxseed, coconut, and sunflower. It’s naturally lactose-free and gluten-free,

making it accessible to a wide range of dietary needs.

Each 400-calorie bottle offers slowrelease complex carbohydrates to keep you energised and feeling full – ideal for a busy lifestyle

Huel ready-to-drink has a deliciously smooth texture, and it currently comes in five satisfying flavours:

• Chocolate

• Vanilla

• Berry

• Banana

• Iced Coffee Caramel

Whether you’re rushing out the door, between meetings, or on a road trip, Huel is the smarter alternative to skipping meals or reaching for fast food. No prep, no mess –just shake, open, and go

Huel isn’t just food – it’s a movement towards a more balanced, convenient, and sustainable way of eating.

Introducing NU: Ireland’s first ready-to-drink energy infusion made with guayusa (pronounced: “gwhy-you-sah”)-an antioxidantrich leaf from the Ecuadorian rainforest known for delivering smooth, jitter-free energy, improved focus, and feel-good mood support.

Fresh off the announcement that NU has joined the prestigious 2025 SuperValu Food

Academy, the buzz around this Irish-born brand is growing fast Co-founders Conor Meehan and Fionn Murphy, backed by water kefir-brewing wizard Gerry Scullion, are on a mission to turn centuries-old wisdom into a clean, modern, and meaningful alternative to conventional energy drinks.

“Coffee or synthetic energy drinks always

Biona Organic range

Huel range

gave me a slightly jittery feeling, followed by a crash,” says co-founder Conor Meehan. “But when I tried guayusa tea gifted by a friend in Ecuador the lift was clear focused, and calmand the effect faded very gently I thought: Why doesn’t the world know about this? Now, we’re changing that-one can at a time.”

First in Ireland: To exclusively power its cans with whole guayusa leaf infusions-7 grams per can for 115mg of caffeine (same as a cup of coffee but without the crash!)

Jitter-Free Energy: Recent studies* show guayusa produces up to 600% less adrenaline than coffee, meaning it energises without spiking stress levels.

Gut-First Formulation: NU is naturally carbonated through water kefir fermentation, delivering live cultures to support gut health and digestion.

100% Natural: No artificial ingredients. No added sugar No extracts or preservatives. Just herbal infusions, juices, and live cultures -with less than 5 calories per can.

Sustainably Sourced: Guayusa is grown in the Amazon by Indigenous Kichwa communities using ancient agroforestry methods that protect biodiversity and fight deforestation.

As global demand grows for functional, natural energy drinks, guayusa is gaining momentum. The guayusa market is projected to grow from $9M in 2024 to $13M by 2032-a 4.6% annual growth rate, driven by wellnessconscious consumers looking for clean energy alternatives.

Yet, European awareness remains lowmaking NU’s entry perfectly timed to introduce guayusa to new audiences. All NU cans are brewed on the northeast coast of Ireland at a bespoke fermentation facility led by water kefir expert Gerry Scullion, who spent a decade perfecting clean-label, gutfriendly drinks.

“Guayusa has been consumed daily for centuries in Ecuador and is now found in many products in the US, but it’s still virtually unknown in Europe That presents a huge opportunity,” said co-founder Fionn Murphy. “Consumers are looking for natural ways to support energy, focus and gut health-and NU meets that demand without compromise We’ve built a product with real functional benefits, a clean ingredient list, and global potential.”

Don’t hide the veg with Tenderstem®

Let’s be honest, getting kids to eat their greens is a workout in itself That’s why so many parents, especially those of picky eaters, blend as many vegetables as possible into sauces, soups, or even muffins, to ‘sneak’ in some nutritional goodness and disguise the taste And while there is absolutely nothing wrong with doing that, it can however mean that kids miss out on getting to know and learn more about vegetables, the different types and how colourful, crunchy, and packed with flavour they are. If kids never see their vegetables, then they won’t become familiar with them and will be less likely to try Tenderstem®, is ‘on a mission’ to change that. It is asking parents ‘Don’t hide the veg’ but try to make it more fun and appealing on the plate Kids are more likely to try a food when it looks fun, tastes good, and feels

Europe’s leading matcha brand PerfectTed launches in Ireland

PerfectTed, Europe’s largest matcha brand and the fastest-growing energy drink brand in the UK, has launched in Ireland. Its range of PerfectTed Matcha Powders, Healthy Energy Drinks and Matcha Nespresso pods is now available in retailers across Ireland, including Dunnes Stores and Tesco.

PerfectTed Matcha Powers can be found being used by baristas at coffee shops across the country

PerfectTed has redefined the energy drink and tea categories, making matcha mainstream and offering a healthier alternative to synthetic, sugar-loaded options.

Since securing one of Dragons’ Den’s most successful deals, the brand has scaled rapidly, outpacing competitors and driving category growth.

PerfectTed holds 55% of the UK’s in-store grocery market for matcha, contributing 43% of total growth in the UK grocery tea category

Ranked #1 in Category Incrementality by Kantar’s Top 10 NPD report, PerfectTed continues to lead the matcha movement.

Founded by Marisa Poster, Teddie Levenfiche, and Levi Levenfiche, PerfectTed began as a passion project after Marisa, struggling with anxiety and ADHD, discovered matcha’s natural, crash-free energy

Frustrated by the lack of clean, effective energy options, they launched PerfectTed in 2021 to bring matcha to the UK market.

Rooted in centuries of tradition, matcha has been used in Japan for over 800 years by monks for sustained focus and by samurai for enduring energy

PerfectTed sources the highest quality ceremonial grade matcha, ensuring an

drinks

authentic, smooth, and nutrient-rich experience.

From landing a historic Dragons’ Den deal to securing 22,000+ store listings across 50+ countries, PerfectTed is Europe’s largest matcha brand and the fastestgrowing energy drink brand in the UK, with a commitment to bold marketing, innovative product development, and quality products.

The brand is redefining the way people think about energy

PerfectTed’s latest innovation, Blueberry Matcha Powder, was developed in response to the surge in popularity of blueberry matcha lattes last year – a trend where PerfectTed was a driving force, as one of the primary matcha suppliers to the out-ofhome channel.

Aligned to their mission, PerfectTed identified a clear opportunity to make blueberry matcha accessible for all.

A category first, PerfectTed’s new Blueberry Matcha Powder offers consumers a convenient way to enjoy the internet’s favourite drink at home

Just add milk, shake, and pour to create the iconic blueberry matcha latte at home PerfectTed Blueberry Matcha Powder 75g, €14 is available in Tesco.

PerfectTed’s Product Range includes:

• Healthy Energy Drinks: Sparkling matcha drinks in Apple Raspberry & Juicy Peach. (250ml, €2.50)

• Matcha Powders: Original Matcha Powder, Flavoured Matcha Powders (Blueberry, Summer Berry, Vanilla Bean (€14.50)

• Matcha Nespresso Pods: available in Salted Caramel, Original, and Vanilla Bean (€7.00).

familiar to them. Tenderstem® broccoli is a brilliant way to introduce children to greens in a way they’ll actually enjoy given it has a naturally sweeter, nuttier flavour and crunchy texture.

It is encouraging parents to get creative. Think broccoli trees, edible focaccia gardens, or colourful lunchbox veggie animals. These playful touches turn vegetables from something they dislike into something to celebrate and have fun with. And it’s even better when the kids are involved in the prep, they’re more likely to try what they’ve helped make.

Of course, blending vegetables into meals still has its place, we are not working miracles, but pairing the blended option, alongside visible, whole vegetables help build trust and familiarity over time It’s a simple thing that can shift the mindset of a kid and can make a big difference to their eating habits.

For retailers, stocking Tenderstem® is about offering a vegetable parents trust and kids might actually get excited about. And that’s something worth putting on the shelf

For further information visit: www.tenderstem.ie

PerfectTed Apple Raspberry & Juicy Peach sparkling matcha

PerfectTed Original Nespresso Pods

family eating & withA

Tenderstem.ie, Fresh ideas for

Q: What makes Tenderstem broccoli a great choice for families looking to eat healthier and what sets it apart nutritionally?

A: Tenderstem is quite simply, broccoli, but better! Its broccoli’s tastier cousin. It’s packed with flavour, naturally sweet and a little nutty, which means kids and grown-ups are both likely to enjoy it. It also packs a nutritional punch. Just 80g provides one of your five-aday. It’s low calorie, high in fibre and vitamin C and provides a source of folate alongside a source of potassium, which contributes to the maintenance of normal blood pressure and a healthy functioning nervous system. And because you eat the veg whole, from top to tip, there’s no prep, no waste, and all the goodness stays on your plate

Q: How do you recommend incorporating Tenderstem® into quick and easy meals for busy weeknights?

A: One of the best things about Tenderstem is how little effort it takes to cook. You can steam or boil it in under 5 minutes, roast it in 15, or throw it on the grill or BBQ for a bit of extra flavour It’s perfect for busy families, when time is tight but you still want something fresh. Try tossing it into stir-fries, adding it to pasta, or serving it as a side with fish, chicken, or a Sunday roast. It even works lightly steamed and dipped into hummus. There is lots of recipe ideas and inspiration on tenderstem. ie, including quick lunchbox snacks and easy midweek dinners the whole family will love

Q: Kids can be picky eaters – what are your top tips for making Tenderstem more appealing to little ones?

A: Let’s be honest, getting kids to eat their greens is a workout in itself That why so many parents, especially those of picky eaters, blend as many vegetables as possible into sauces, soups, or even muffins, to ‘sneak’ in some nutritional goodness and disguise the taste And while there is absolutely nothing wrong with doing that, it can however mean that kids miss out on getting to know and learn more about vegetables, the different types and how colourful, crunchy, and packed with flavour they are. If kids never see their vegetables, then they won’t become familiar with them and will be less likely to try

healthy

One of our campaigns this year is to encourage parents to stop hiding the veg but to try to make it more fun and appealing on the plate Get creative, turn Tenderstem into broccoli trees, edible focaccia gardens, or colourful lunchbox veggie animals. And it’s even better when the kids are involved in the prep, they’re more likely to try what they’ve helped make. It’s about building trust and making vegetables feel like a normal, tasty part of the meal, not something they dread to eat.

Q: With sustainability in mind, how is Tenderstem grown, and what steps are taken to reduce food waste or environmental impact?

A: Our growers use many practises to protect the land i.e. crop rotation, integrated pest management, and efficient water usage, working to Global GAP (Good Agriculture Practices) standards as a minimum. Our specification is designed to deliver the optimum quality for consumers, but also with a validation of crop utilisation and to prevent waste at harvest.

We encourage Tenderstem licensees and growers to adopt the industry leading technology available and for the appropriate packaging to the supply chain and storage conditions ensuring post-harvest life is maintained and waste is prevented.

Q: What’s in season this August, and how does Tenderstem pair with other fresh summer produce?

A: August is a great time for fresh Irish produce, and Tenderstem fits right in.

Available all year round, thanks to a supply of licensed growers in Ireland and internationally, and hand-picked for the finest quality, it pairs beautifully with other summer stars like courgettes, tomatoes, sweetcorn, and new potatoes. Whether you’re making colourful salads, roasting up a medley of veg, or serving it with grilled meat, fish or halloumi on the BBQ, it brings colour, crunch and flavour to every dish. It also works brilliantly in other plant-based dishes like pastas, bean stews, or veggie wraps.

Q: For families trying to reduce meat intake, can Tenderstem be used as a satisfying alternative or complement in plant-based meals?

A: Absolutely! Tenderstem is a brilliant to add substance and nutrition to t-free meals. It holds up well in -fries, curries, risottos, or even the star of the show in a hearty salad. Because it has a bit of bite and natural sweetness, it can carry strong flavours and add texture to otherwise boring vegetarian or vegan dishes. Plus, it cooks so quickly that it’s ideal for busy homes who want to eat more plantbased without spending ages in the chen. Whether it’s tossed through noodles, layered onto a pizza or as a nut roast side, it’s fast becoming the hero of the dinner plate and as a substantial go-to when you’re cutting back on meat. ■

way to to meat-free

stir-fries, curries, risottos, as strong flavours otherwise boring vegetarian or vegan dishes. Plus, it cooks so quickly that it’s ideal for busy

Lorraine Fountain, senior commercial manager, UK & Ireland at Twenty Degrees

At the ready

Ready-to-drink cocktails and hard seltzers are among the fastest-growing categories in the global alcohol market and Ireland is following the trend. Donna Ahern reports

Ready-to-drink (RTD) cocktails and hard seltzers sales are booming, driven by demand for flavour, convenience, and lighter options with low sugar and fewer calories-qualities that strongly appeal to younger consumers. These drinks are reshaping casual alcohol consumption, especially as more sophisticated, spirits-based options emerge RTDs and hard seltzers have become some of the fastest-growing segments in the global alcohol industry, and Ireland is no exception. Their popularity has surged in recent years, fuelled by a desire for convenience, bold flavours, and healthier choices-trends that gained momentum during and after the pandemic, when at-home drinking became more common.

Notably, there’s been a marked rise in their presence at festivals, BBQs, and home parties, where their easy-to-carry, ready-to-serve format makes them a go-to option. They’re also ideal for consumers simply chilling at

Live like the sun’s up with High Noon vodka soda

Grab your mates because this one can’t waitHigh Noon, the category leader in the US1 , has landed in Ireland and it’s here to stay Known for its laid-back vibe and exceptionally refreshing flavours, this delicious vodka soda has reached our stores in perfect time for British Summertime

Already a firm fan favourite Stateside, High Noon is ready to make waves on this side of the Atlantic with two best-selling flavours: Pineapple and Black Cherry

Crafted with premium five times distilled vodka, soda water, and a hint of natural fruit flavours, High Noon is perfect for long lunches, midday refreshments, spontaneous park meetups, or BBQs that roll out into long summer nights. At 95 calories per can, gluten-free, and without artificial sweeteners, it is as bright and crisp as your favourite white tee.

home, offering a no-fuss alternative to traditional mixed drinks.

In response to growing demand, both major brands and indie producers have entered the market with a wide variety of offerings-from classic vodka sodas to adventurous blends infused with botanicals, tropical fruits, and even functional ingredients.

A Euromonitor report titled ‘RTDs in Ireland’ which was published in June 2025 showed that RTD sales are expected to grow despite market maturity and shifting consumption patterns.

High Noon Vodka Soda Pineapple

RRP: ¤14, four pack, 4.5% ABV

A tropical gateway in a can, High Noon Pineapple Vodka Soda blends premium vodka, soda water, and natural pineapple flavours. Close your eyes as you sip and picture yourself in a cabana overlooking the turquoise waters of Tahiti.

High Noon Vodka Soda Black Cherry

RRP: ¤14, four pack, 4.5% ABV

High Noon’s Black Cherry Vodka Soda is the perfect mix of premium vodka, soda water, and a hint of natural black cherry flavour It’s refreshingly tangy, slightly sweet, and always lively with a bright, bubbly finish.

High Noon is all about living like the Sun’s Up! Capturing more than just the time of day, Sun’s Up is a state of mind and the centre of all things High Noon. Whether you’re making the most of the summer heat or embracing the moment, High Noon’s mix of premium vodka, soda water, and natural flavours is perfect for soaking up life’s sunny side 1. NABCA+ IRI Total US MULO + Convenience + Liquor, 9L Volume & Dollar Sales, MAT we 3/30/25

Sales of RTDs are projected to continue rising over the forecast period, positioning RTDs as one of the few alcoholic drinks categories expected to achieve growth in Ireland over the next five years.

The report outlined that RTDs will continue to be a key area for innovation within the alcoholic drinks sector, with new products anticipated across various subcategories. It is important for brands, stockist and retailers to note, that as RTDs becomes increasingly crowded, differentiation will play a crucial role in capturing consumer interest.

A

& with

Philip Lynch, country manager, High Noon Ireland

Q: High Noon has made a significant impact in the US - what inspired the decision to expand into the Irish market, and why now?

A: High Noon has indeed made a notable impact in the US market as a category leader with its unique positioning and appeal. The decision to expand into the Irish market currently is driven by several factors for instance the brand recognition from people how have found the brand already in the US through J1’s, work or friends. Adding the increasing popularity of the ready-to-drink (RTD) category High Noon has a laid-back vibe with exceptionally refreshing flavours.

Q: How does High Noon differentiate itself from other hard seltzers or ready-to-drink (RTD) beverages currently available in Ireland?

A: High Noon differentiates itself from other RTD beverages through several key aspects such as Premium Vodka distilled five times. Unlike many other RTD’s that use malt or sugar-based alcohol, High Noon uses real vodka as its base distilled five times. This not only sets it apart in terms of taste and quality but also appeals to consumers looking for a premium experience. The low-calorie and low-sugar profile focuses on being a healthier alternative, High Noon offers a low-calorie and low-sugar option without

White Claw launches Tequila Smash

compromising on taste This makes it attractive to those who are mindful of their caloric intake.

Q: Can you tell us about the brand’s approach to using real vodka and real fruit juice, and how that resonates with today’s healthconscious or ingredient-aware consumer?

A: High Noon’s approach to using premium vodka five times distilled with a hint of natural fruit flavours which aligns well with current consumer trends, particularly among healthconscious and ingredient-aware individuals. Today’s consumers are more informed and discerning about what they consume Consumers appreciate knowing exactly what goes into their beverages. Health and wellness trends are driving consumers to seek out beverages with fewer artificial additives, lower sugar content, and natural ingredients. High Noon’s use of real vodka and fruit juice aligns perfectly with this demand, offering a cleaner, healthier alternative to traditional sugary or malt-based alcoholic drinks.

Q: What kind of marketing strategy do you plan to use to introduce and grow brand awareness for High Noon in Ireland?

A: High Noon already has a very high brand awareness in Ireland, in fact back in 2023 The Two Johnnies came across the brand on a road

White Claw, Ireland’s #1 Hard Seltzer brand is back with a bold new innovation just in time for summer: White Claw Tequila Smash. Crafted with sparkling Tequila Blanco and real fruit juice, Tequila Smash delivers a clean, crisp sip with full-on flavour At just 80 calories and 5% ABV, it’s light, refreshing, and the perfect summer drink. Two bold flavours. Endless summer vibes.

• Strawberry Lime – juicy and citrusy

• Mango Passion Fruit – bright, tropical, and refreshing Tequila is booming globally, but ready-to-drink tequila options have lagged behinduntil now.

Tequila Smash brings the same innovation that made White Claw a global phenomenon, now with a tequila twist.

Splash of Tequila Blanco. Squeeze of real juice.

Philip Lynch

trip to Nashville Johnny Smacks fell in love with the brand and has been keen to get it to Ireland so when we decided to bring it to Ireland who else can you ask for help?

Q: Have you seen any unique preferences or trends among Irish consumers so far compared to your other markets?

A: Both High Noon Pineapple and Black Cherry have exceeded our expectations so far in the Irish market The crisp clean taste profile does certainly resonate with the Irish consumer

Q: What are your long-term goals for High Noon in Ireland?

A: We are very excited about High Noon’s market potential in Ireland from our initial launch. It is amazing to see the number of consumers who were already familiar and who love the brand in Ireland. We will continue to Increase our brand visibility and consumer awareness through targeted marketing campaigns, partnerships with local influencers, and participation in key events and festivals. Expanding our distribution channels to ensure availability in major retail outlets, bars, restaurants, and online platforms across Ireland will be our main goal after launching in May this year

‘Pure sunshine in a can’

Light, crisp, and effortlessly refreshing, TRACES Hugo Spritz blends delicate elderflower, fresh mint, a touch of citrus, and sparkling water to create a 5.5% ABV spirit drink that’s ‘pure sunshine in a can’.

Inspired by the classic Italian cocktail, it’s perfectly balanced; not too sweet, not too strong and designed for easy, enjoyable sipping.

At only 80 calories per can and completely sugar free, it offers a 77% calorie reduction compared to a standard Hugo, delivering all the flavour and fizz of a traditional spritz in a lighter, more mindful format.

Part of the TRACES ‘Better for You’ alcohol range, this serve is a natural extension of the innovative lifestyle wine brand created to revolutionise the drinks industry and meet the needs of today’s modern consumer – someone who expects more from what they drink. With a growing focus on wellness, balance, and transparency, TRACES offers flavour-forward, lower calorie alternatives without compromise, designed for those who want to enjoy the moment while making more mindful choices.

Launching across retailers in Ireland this summer, including Tesco IE, TRACES Hugo Spritz is ready to serve – ideal for summer menus, grab-and-go chillers, and curated drinks selections. This spritz plays it cool with zero fuss.

Stocked and distributed by Richmond Marketing. Contact: ColinMcGann@richmondmarketing.com

Hugo Spritz Elderflower, Mint & Lime Flavour A bold new sparkling tequila drink for summer

Ready to Drink & Seltzers CATEGORY FOCUS

Bold identity and uncompromising approach to flavour

Four Loko has earned its place as a powerhouse in the Irish RTD market, known for its bold identity and uncompromising approach to flavour and strength.

With years of success and a loyal following, the brand continues to lead the way in delivering high-impact, pre-mixed alcoholic beverages that stand out on shelves and in social settings.

Its extensive portfolio offers a dynamic range of options, each crafted to deliver a memorable experience. Whether for nightlife, festivals, or casual get-togethers,

Four Loko products are designed to excite. The brand’s signature style is vibrant, edgy, and instantly recognisable, what makes it a top choice for retailers and venues looking to offer something with real consumer pull.

Four Loko’s reputation is built on consistency, innovation, and a fearless attitude It doesn’t follow trends, it sets them. With strong market performance and growing demand across Ireland, it’s clear that Four Loko is more than just a drink, it’s a statement. For those seeking a well-established RTD brand with proven appeal and a portfolio that delivers on every level, Four Loko remains unmatched. It’s bold, it’s loud, and it’s here to stay

Silky-smooth bar-quality cocktails in a can

Founded in London in 1999, and now supplying over 20 countries worldwide, Funkin Cocktails works with top mixologists and bartenders across the world to lead the way in flavour innovation and trends in the drinks industry Launching first into the on trade, Funkin was the first to create 100% natural fruit purees, with its passion fruit puree

WKD ‘dominates the RTD market

with

old Innovation and unrivalled appeal’

WKD continues to dominate the RTD category, delivering bold vibes, unbeatable variety, and a proven ability to drive footfall and sales in the off-trade With its iconic status and a brand awareness of 80%1 WKD remains the go-to choice for both retailers and consumers.

From sharing the iconic WKD Blue with friends at home to the vibrant WKD VIBE range that dials up the energy at any social gathering, WKD’s versatile line-up is perfect for casual enjoyment. WKD Blue 0.0% also offers consumers an alcohol-free variant, featuring a mix of sparkling fruit flavours.

With summer now in full swing, RTDs are convenient for all spontaneous social moments the season brings. Available in a range of flavours and formats, WKD continues to generate strong interest and incremental sales, driven by a loyal and highly engaged fan base

48% of Gen Z want to create memories or have a story to tell when socialising2 –

being used in the original Pornstar Martini. Funkin then developed its range in order to provide a full offering of top-quality cocktail solutions for the on trade, diversifying into syrups, mixers and more. Over 20 years’ experience culminated in the launch of Funkin Cocktails Nitro-infused RTD range in 2019 Real fruit and spirits, combined with a unique nitrogen infusion creates a silky-smooth barquality cocktails in a can. Launching in a range of the popular flavours, including the nation’s favourite, Passion Fruit Martini, Funkin’s nitro range shot to success, making it the UK’s number one cocktail brand in both the on and off-trade.*

Innovative RTD cocktails

This year Slattery Wine and Spirits have brought two thrilling new additions to the Irish drinks market: Big Sipz and Clubtails. These innovative RTD cocktails are quickly becoming must-stock items for retailers and venues looking to meet the growing demand for high-quality, convenient alcoholic options.

Big Sipz is an exciting launch boasting a robust 14% ABV, offering consumers a bold, bar-quality cocktail experience straight from the unique cup. Available in four delicious flavours-each crafted to deliver a rich and satisfying taste-Big Sipz is perfect for parties, festivals, or simply enjoying a night in with friends. Its higher strength sets it apart from many other RTDs on the market, offering a truly unique and indulgent option for cocktail lovers.

Meanwhile, Clubtails has arrived to make a splash with its smooth and refreshing 10.1% ABV drinks, available in three fantastic flavours. Clubtails is designed for those who appreciate a slightly lighter but still impactful cocktail experience, without compromising on flavour or quality

with the format and design of the drink becoming part of the storytelling. WKD delivers with a bold, playful, and unfiltered energy that’s made for shared moments and social rituals. From the iconic WKD Blue to bold new additions, stocking a diverse range ensures retailers stay in tune with the fast-paced, flavour-driven demands of Gen Z consumers.

For sales enquiries, contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie

Sources: 1. BrandVue, Awareness, 18- to 24-year-olds, L3M to Jun 2025. 2. WKD x Kantar Consulting, Gen Z RTD Behaviours Report, May 2025

Funkin ‘proudly’ partners with the Carbon Trust in order to hit its goal of net-zero by 2050 This commitment to not only crafting great tasting cocktails, but using business as a force for good continues, with sustainability and social responsibility sitting at the heart of their brand.

With 2024 marking 25 years of Funkin Cocktails, this multi-award-winning brand is celebrating in style, continuing to lead the way in innovation, quality and ensuring great tasting cocktails are available to everyoneanytime, anywhere.

Funkin Cocktails, ‘proudly’ distributed by Barry & Fitzwilliam.

These two brands are rapidly becoming essential additions to shelves across Ireland. Their vibrant flavours, eye-catching packaging, and strong consumer appeal make them standout choices for anyone looking to offer something new and exciting. By introducing Big Sipz and Clubtails, Slattery Wine and Spirits continue to demonstrate their commitment to innovation in the Irish drinks industry, setting a new standard for ready-to-drink cocktails that are sure to delight customers nationwide ■

WKD’s versatile line-up

Funkin Nitro Cocktails Passion Fruit Martini

Funkin Nitro Cocktails Strawberry Daiquiri

Big Sipz and Clubtails range

Diageo reports operating profit decline amid ‘challenging year’

Diageo has reported an 27.8% operating profit decline, amid a ‘challenging year’, its 2025 Preliminary Results, year ended 30 June 2025 showed.

In a statement, the drinks giant attributed this to exceptional impairment and restructuring costs, unfavourable foreign exchange and a decline in organic operating margin.

However, the Guinness-owner noted that it delivered 1.7% organic net sales growth during the period ‘reflecting the strength of its portfolio and its diversified footprint.’

Commenting on the results, Nik Jhangiani, interim chief executive, said: “While we are encouraged by areas of progress and the standout performance from Don Julio, Guinness and Crown Royal Blackberry, there is clearly much more to do across our broader portfolio and brands.

“We recognise the need to drive meaningful growth opportunities in an evolving TBA landscape, and we are sharpening our strategy to accelerate growth.”

spiritsEUROPE urges EU-US spirits trade deal

Drinks Ireland welcomes deferral of new labelling requirements

EU spirits exports to the US are subject to a 15% import tariff spiritsEUROPE regrets that the EU-US political agreement has, for now, failed to secure the long-overdue restoration of the zero-for-zero framework for spirits.

European spirits enjoy strong demand among American consumers, driving substantial growth and job creation both in US retail and hospitality and in the EU regions where these products are made

“We welcome the broader principle of an agreement to de-escalate trade tensions and provide greater predictability to businesses,” said Hervé Dumesny, director general of spiritsEUROPE.

“While we thank the European Commission for its ongoing efforts to include spirits in the list of exemptions, the failure thus far to reinstate zero-for-zero for our products is a missed opportunity

“The continued application of US tariffs on EU spirits, now at 15%, places our products at a substantial competitive disadvantage, limits consumer choice, and undermines investment and growth in our sector on both sides of the Atlantic.”

Originally agreed in 1997, the zero-for-zero arrangement eliminated tariffs on virtually all spirits traded between the EU and the US.

It proved to be a powerful engine of economic exchange boosting transatlantic spirits trade by 450% between 1997 and 2018, spurring cross-investment, and strengthening the cultural and economic bonds between our two sectors.

European spirits enjoy strong demand among American consumers, driving substantial growth and job creation both in US retail and hospitality and in the EU regions where these products are made

“This situation remains unbalanced and unsustainable,” Hervé Dumesny added.

“We call on both the EU and the US to stay engaged at the negotiating table and secure the full restoration of the zero-for-zero framework as soon as possible

“This must include the permanent removal of US tariffs on EU spirits and the complete repeal of any suspended EU retaliatory measures on US spirits.”

Drinks Ireland, the Ibec sector organisation representing alcohol drinks manufacturers, today, recently has welcomed the Government decision to defer additional labelling requirements on drinks producers operating in the Irish market.

This decision provides much-needed relief for these companies, both small and large, allowing our exporters to focus their resources and efforts on market diversification and, ultimately, the survival of their businesses.

This labelling legislation, which was being introduced as a unilateral national measure, rather than an EU harmonised approach, would have increased packaging and labelling costs by some 35%.

The alcohol drinks manufacturer welcomes the two-year deferral of this national legislation and fully agree with comments by the Taoiseach and Government Ministers that such product labelling requirements should really be pursued at an EU level to maintain the integrity of the EU Single Market and avoid additional costs on Irish businesses versus our competitors. ■

Guinness one of Diageo’s ‘standout’ performers

US tariffs on EU spirits is currenly 15%

Ibec ‘welcome’ the deferral decision

The Irish Wine Show Star Awards

Highly anticipated event will feature The Irish Wine Show Star Awards

Monday, 29 September 2025

The National Off-Licence Association (NOffLA) is delighted to reveal details of The Irish Wine Show Star Awards.

Finalists

Old World White under €12

Old World White under €15

Old World White under €20

Old World White under €30

Old World Red under €12

Old World Red under €15

6

La Granja 360Verdejo &Viura

Keep onTrocken Riesling

MonteVelho Branco,Esporão

Old World Red under €20

Old World Red under €30

New World White under €12

New World White under €15

New World White under €20

New World White under €30

New World Red under €12

New World Red under €15

Domaine Uby No.3 Sauvignon Blanc Columbard

Aveleda FonteVinhoVerde

VanidadeAlbarino

Araldica ‘La Luciana’ Gavi DOCG

Pasqua Black Label Pinot Grigio DelleVenezie

Lopez de Haro Blanco Reserva

Terres SecrètesViré Classé ‘Chatenay’

ContactoAlvarhino byAnselmo Mendes

RiojaVega Semi Crianza

Fonte Do NicoTinto Castelão

Paparuda Cabernet Sauvignon

Principe DeViana Crianza

Finca MonicaTempranillo

TourelleTerrebonne

Pegos Claros Reserva

Larga Historia Garnacha

Wines

Wines

Mackenway Wines

Febvre Wines

Dalcassian Wines and Spirits

Cassidy Wines DAC

Dalcassian Wines and Spirits Ltd

Wines

New World Red under €20

New World Red under €30

Rosé under €20

Sparkling under €30

Champagne under €80

Orange Wine under €30

Non-alcoholic Red under €15

Non-alcoholic White under €15

Non-alcoholic Sparkling under €15

Terroir de la Baume Metal label Minervois

Chateau Peybonhomme LesTours ‘Majeure’ Bordeaux

Quinta doAtaíde,Douro Organic Red

Pasetti Modonnella Montepulciano

Barramundi Chardonnay

Porcupine Ridge Sauvignon Blanc

Undurraga Sauvignon Blanc

Nau Mai Sauvignon Blanc

Simonsig Chenin Blanc

Nuevo Mundo Sauvignon Blanc,Organic

Bread & Butter Chardonnay

Lubanzi Chenin Blanc

Hahn Founders Series Chardonnay

Montes Outer LimitsAlbariño

Cono Sur 20 Barrels Chardonnay

GarzonAlbarino Reserve

Barramundi Shiraz

Undurraga Cabernet Sauvignon

Finca Las Moras Malbec

Finca Las Moras Malbec Reserva

Callia Malbec

Viu Manent Reserva Malbec

Findlater & Co

Grace Campbell Wines

Mackenway Wines

Tindal Wine Merchants

Mackenway Wines

Coman’s Beverages Limited

Coman’s Beverages Limited

Coman’s Beverages Limited

Cassidy Wines DAC

Coman’s Beverages Limited

Febvre Wines

Coman’s Beverages Limited

Mackenway Wines

Dalcassian Wines and Spirits Ltd

Wines Ltd.

Findlater & Co

Mackenway Wines

Coman’s Beverages Limited

Beverages Limited

Coman’s Beverages Limited

Mackenway Wines

Mackenway Wines Malbado Malbec

Hahn Founders Series Pinot Noir

Bread & Butter Pinot Noir

Kloof Street Swartland Rouge

Kaiken Ultra Malbec

Baron Philippe de Rothschild Escudo Rojo Gran Reserva

Museum Rosé

Cap D’Age Desir

Campbell Wines

Wines and

Beverages Limited

Wines Ltd.

Wines Ltd.

Wines

Mackenway Wines

www.noffla.ie

Blind Tasting - Top 3 Finalists 2025-26

The blind tasting for this initiative took place on Wednesday, 9 July 2025

The morning tasting was conducted by the following:

• Gareth Wyatt (Mitchell & Son The Vaults)

• Pat Carroll (Wine Consultant)

• Lynda Coogan (Wine Consultant)

• Phyllis Monaghan (The Coach House, Ballinteer)

• Caolan Haughton (McHughs Kilbarrack)

• Amy Hemphill (Wine Consultant)

• Cathal McHugh (McHughs Kilbarrack & Malahide Road)

• David Lonergan (The Vintry, Rathgar)

• Frank Haughton (McHughs Malahide Road)

• James Carroll (McHughs Malahide Road)

The Press Judges in the afternoon were:

• Leslie Williams (The Examiner)

• Jean Smullen (Wine Consultant, Prudence Magazine & Newstalk 106)

• Maureen O’Hara (Wine Consultant & Premier Wine Training)

• Aoife Carrigy (Irish Mail on Sunday & Food & Wine)

Points system

Points were awarded on the basis of appearance, smell, taste and value for money criteria, and the winners were selected as the best wines from key suppliers across a number of price categories.

Each of the winning wines will be sold in NOffLA member outlets across the country and will be recognisable by distinctive award symbols on each bottle

In the pre-Christmas period, NOffLA members will promote the Irish Wine Show Star Awards 2025-2026 Collection as ideal Christmas gifts, in a variety of special gift packs.

Blind tasting in full swing: paper-bagged bottles await assessment by an expert press panel, including Leslie Williams, Jean Smullen, Maureen O’Hara, and Aoife Carrigy

Pictured: Leslie Williams and Jean Smullen

76 MARKET MOVERS

Maryland launches new ‘S’wich’ biscuit

Fox’s Burton’s Companies (FBC) has recently announced a major change for its Maryland brand, with the launch of an ‘exciting innovation’ in the sandwich biscuit category

Maryland S’wich takes the much-loved Maryland Cookie to a new format for the first time in over a decade and is the only chocolate chip cookie sandwich biscuit.

Combining the iconic flavour and crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling, the Maryland S’wich is set to be ‘the ultimate sandwich biscuit’.

Maryland S’wich landed in Tesco 9 July (150g, RRP €1.89) and is rolling out to all major retailers and wholesalers throughout August.

FBC noted that the new sandwich biscuit is already boasting an impressive 89% purchase intent score[i], and the innovation is set to drive basket spend and increase penetration by widening the demographic appeal.

The launch of Maryland S’wich will be supported with a multi-millionpound marketing campaign, spanning outdoor, shopper, social and PR across UK & Ireland.

[i] Wirral Taste Test Panel Sept 24.150 respondents, all biscuit consumers.

RYSE

Zero-sugar energy for active people

The energy drink sector is undergoing a major transformation and Celsius, the premium lifestyle energy drink born in fitness and distributed by Suntory Beverage and Food GB&I, is leading the charge, disrupting a space long dominated by legacy players.

Driven by its Live Fit ethos, which resonates strongly with Gen Z and millennial audiences - many of whom are shifting away from traditional energy drinks, Celsius provides zero-sugar energy for active people looking to make the most of every day. The game-changing energy drink has taken the UK and Ireland by storm with their fruit-forward flavours: Celsius® Peach Vibe™, Celsius® Sunset Vibe™, Celsius® Fantasy Vibe™, Celsius® Cosmic Vibe™.

Setting Celsius apart is its ability to deliver functional energy with no compromise on taste, powered by a blend of caffeine and seven vitamins that supports normal immune function (B6, B12, C) and helps to reduce tiredness and fatigue (B2, B3, B5, B6, B12, C).

Adding scale and diversity to energy sets through strong brand equity, proven product formats, and lifestyle positioning Celsius sits perfectly in grab-and-go fridges and is fast becoming a staple in both daily routines, events and experiences across the UK and Ireland - and beyond!

There’s more to come from Celsius, stay tuned!

RYSE caffeinated chocolate launch ‘energises’ chocolate category

RYSE is Europe’s first caffeinated chocolate bar, each bar contains 80mg of caffeine for energy and vitamins B6 & B12 which help with focus and metabolism. Scientifically formulated to provide a sustained release of energy without spikes and crashes in rich and creamy chocolate format. RYSE plays into the trend of consumers seeking added energy from their food. This unique chocolate innovation launched in April and has already gained listings in both Daybreak and SPAR stores nationwide It’s unique offering of energised chocolate is resonating with busy consumers that want an energy fix in a great tasting on the go format. Available in three energised flavours, milk chocolate, mint chocolate and orange chocolate It’s retail price of €2.75

Ian O’Rourke founder and managing director, said: “I always looked at the chocolate category and thought that there are a number of different flavours and formats but that it was lacking true innovation so myself and my co-founder Dave decided to try something different.

BPM

BPM launches new fruit punch flavour

Turn up the flavour - BPM Invigorate has arrived. The newest drop in the BPM range is hitting shelves across the island of Ireland, and it’s guaranteed to cause a stir BPM Invigorate blends bold fruit punch flavour with a kick of cherry, delivering the kind of energy that keeps you moving - day or night.

This isn’t about reps or routines. It’s about rhythm, late nights, early mornings, and everything in between. Whether you’re heading to a festival, powering through a long day, or just need a lift, BPM Invigorate is your go-to boost. It’s full flavour, no nonsense - and it’s sure to pack a punch.

Housed in a vibrant pink bottle that practically jumps off the shelf, it’s impossible to ignore and even harder to forget. Bold, bright, and built for the BPM mindset.

fl ourabout rhythm, late nights, early or lift, BPM - to to and built for the mindset.

Invigorate is your energy

Like every drink in the BPM line-up, Invigorate is here to fuel your flow not define it. Wherever your energy takes you, we’ve got you covered. BPM Invigorate – helping you to Find Your Energy

Maryland S’wich

Celsius Live Fit range

BPM Fruit Punch

Ryse collection

yoursales with

78 MARKET MOVERS

Party Rings unveils largestever brand investment with packaging refresh

Fox’s Burton’s Companies (FBC) has unveiled a bold new look for its iconic Party Rings brand, rolling out refreshed packaging across the full range this summer The redesigned packs – developed to improve shelf standout and engage a modern audience – feature vibrant ‘Colour Me In’ illustrations that invite playful interaction.

Party Rings remains a beloved household favourite with €750k value sales in Irish market (NIQ Ire– Total Scantrack – Latest 52we 13.07.25) and supported by a strong repeat purchase rate of 56%1.

As part of the restage the Party Rings biscuits themselves have also been updated, now featuring a newly moulded base to enhance visual appeal.

The packaging refresh, designed in partnership with creative agency Coley Porter Bell, began appearing on shelves in stores May 2025. With packs now widely available

The campaign brings joy, colour, and imagination to the forefront of everyday life, positioning Party Rings as the biscuit that brightens the mundane Through light-hearted moments of fun, the brand invites consumers to see the world differently transforming the familiar into something delightfully unexpected.

The redesigned Party Rings range is now on shelves nationwide

Birds Eye

Birds Eye launches new Masterbrand campaign

Birds Eye, Ireland’s leading frozen food brand, has today launched its new Masterbrand campaign: ‘That’s a Recipe for a Life Well Fed’. Created by Havas London, the multi-channel initiative is part of a broader panEuropean strategy from Birds Eye’s parent company, Nomad Foods, Europe’s leading frozen food business.

The campaign brings Birds Eye’s brand purpose to life through a series of playful and relatable ‘recipes’ that pair Birds Eye products with everyday moments to celebrate frozen food and its power to bring people together around tastier and more nourishing mealtimes. From ‘Pea-fect Pappardelle’ enjoyed with the kids to ‘Waffly Versatile Cottage Pie’ offering a quick, easy and nutritious meal after a long day, the creative dives into the versatility, health benefits and exceptional taste of the Birds Eye range

Backed by through-the-line investment, ‘That’s a Recipe for a Life Well Fed’ spans TV, BVOD, social, out-of-home, and in-store activationsreinforcing Birds Eye’s ambition to make mealtimes better with the goodness of frozen food.

Heinz,

Barnardos launch

‘Heinz Meanz Mealz’ packs

Heinz Beanz, in partnership with charity Barnardos and ambassador Vogue Williams, have joined forces to launch limited-edition ‘Heinz Meanz Mealz’ Beanz cans for the fourth year, which are available in supermarkets nationwide now.

For every pack of ‘Heinz Meanz Mealz’ purchased, Heinz will donate to Barnardos Breakfast Clubs as well as its family support programmes, helping to provide vital support to vulnerable children and families in Ireland.

The re-launch follows new research commissioned by Heinz exploring the pressures of modern life on family mealtimes, revealing that 88% of kids in Ireland crave family connection during mealtimes, but instead many are distracted by phones or watching TV, highlighting the importance of family connection and a sense of belonging among children in Ireland.

Look out for the new-look ‘Heinz Meanz Mealz’ threepacks in major retailers including Dunnes Stores, Tesco, SuperValu, Aldi, and select convenience stores throughout August and September

RRP: €3.59 (pricing at the discretion of individual retailers). ■

Fox’s Party Rings

Heinz

Birds Eye

Heinz Beanz, in partnership with charity Barnardos and ambassador Vogue Williams, have joined forces to launch limited-edition ‘Heinz Meanz Mealz’ Beanz cans

EDITOR’S

Love at first sip

Kylie Minogue recently marked the fifth anniversary of Kylie Minogue Wines and her 57th birthday with a glittering celebration at London’s exclusive private members club, The Roof Gardens. Kylie was joined by Kathleen and Michael Barry and their son Michael Junior of Ireland’s largest independent premium drinks company Barry & Fitzwilliam, and

distributor of Kylie’s range of wines in Ireland. Following the intimate gathering, Kylie delighted guests with a surprise appearance in the DJ booth, joining her friend and collaborator The Blessed Madonna in The Spanish Gardens, performing their hit track “Edge of Saturday Night” and Kylie remix, “Can’t Get Blue Monday out of My Head”

Kylie Minogue marking the fifth anniversary of her wines in style

(L-R) Kylie Minogue and Paul Schaafsma

(L-R) Kylie Minogue and The Blessed Madonna

(L-R) Kathleen Barry, Kylie Minogue, Mike Barry and Michael Barry

Homegrown talent

Guests gathered at The Glasshouse, Dublin on Monday, 11 August to meet this year’s Grow with Aldi Finalists. They got a first look at the products hitting shelves nationwide in September, heard the stories behind them, and sampled each one firsthand. ■

(L-R) Hayley Syms and Mary-Claire Fitzpatrick

Teodora Sutra

(L-R) Austeja Tutkute and Thomas Fagan

Cassie Stokes

(L-R) Ian Mulvaney and Donna Ahern

Gary McIldowney

(L-R) Pauline Clarke and Annie David

Grow with Aldi 2025 finalists

QUICK QUESTIONS WITH JOLANTA TUROWSKA

, quality and sustainability manager, Java Republic

Turowska moved to Ireland from Poland in 2006 and joined Java Republic as a general operator, immersing herself in the entire coffee journey, from bean to cup. She discovered her passion for hand-roasting in 2010, became production manager in 2016, and transitioned to quality and sustainability manager in 2022.

A trailblazer in her field, Turowska earned an SCAE Diploma in Sensory and Roasting, becoming the first female roaster in Ireland to achieve Roasting Professional Accreditation. Now a licensed Q Grader, she brings unmatched expertise and passion to her role, ensuring exceptional coffee quality every day.

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

I’m more of a bookworm at heart, but the most recent series I watched was Adolescence. Right now, my teenage daughter and I are rewatching Dr. House together.

2. Best place for coffee?

Honestly, my own house! I’ve gathered quite a lot of brewing equipment over the years, and since my favourite time for coffee is 10pm, when most of my fav cafés are closed, home is the perfect spot! I’m also very particular about the cup I use; it has to match my mood.

3. Top movie recommendation?

An oldie but always – ‘’Breakfast at Tiffany’s’’.

4. Top book recommendation?

Where do I start… My very favourite – A Little Life by Hanya Yanagihara. And all books by Éric- Emmanuel Schmitt.

5. Which social media platform do you use most? Instagram.

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

I trust my family and friends - not influencers.

7. Best advert on TV?

One that I love is Electric Ireland’s ‘Your World, Brighter’ ad from a few years ago. I was delighted to see it back on TV this year!

8. Worst advert on TV?

Hard to name a specific one, but I’m strongly against alcohol advertising even when it’s for 0% products.

9. Favourite grocery shop?

SuperValu – for their healthy option shelves!

10. If you had to live in another country, where would you choose?

I would go back home to Poland and build a small house in the woods.

11. Greatest achievement to date?

Creating a life filled with my amazing family and the bestest friends on the planet.

12. Do you prefer working from home or in the office/ on-site?

On-site – more engaging.

13. Best piece of advice you ever received? Be yourself.

14. Biggest fear?

That something bad happens to people I love.

15. City or beach break?

City break- I love to walk a lot. Always want to see as much as possible.

16. Top restaurant recommendation?

Arán Artisan Bakery & Bistro in Kilkenny – worth the trip down!

17. Who is the last artist/group you saw live?

I haven’t been to a concert recently, but the last one I went to was Pink last year.

18. Apart from your own, what brand do you admire most?

Nobó - great product range and amazing people behind the brand.

19. Best customer service you ever received?

I’ve experienced great customer service in so many places, but if I had to name the most recent, it would be the hospital reception at the Mater City Centre.

20. What’s the last compliment you received? You are a ticket. ■

Jolanta Turowska, quality and sustainability manager, Java Republic

Turowska, on a coffee origin trip

Java Republic latte art