Issuu

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

August 2026

End of an era

Recently retired Joe Tierney looks back on his remarkable 50-year career in grocery retail

Fruit-forward, functional energy Celsius International president Garrett Quigley discusses leading the company’s expansion beyond the United States

Leading the way LEAD Network co-chairs Sarah Ferguson and Laura Canavan share their vision for inspiring more women to join retail and FMCG

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

WATER+

ELECTROLYTES

FUNcTIONAL WATER IS GRoWING AT

43%

STRAIGHT-uP sales

give yOur shOppers

MORE THAN WATER ENHANCES

HYDRATION

7 DAILY

VITAMINS

& MINERALS

STOcK NEXT TO FLAVOuRED WATER

ZERO SUGAR

EDITOR’S LETTER

ShelfLife August 2026 Vol.33 No.8 Editor DONNA AHERN donnaahern@mediateam.ie Staff journalist RYAN BRENNAN ryanbrennan@mediateam.ie Contributors CAROLINE REID 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.

Leading the way Creating cultures where women feel empowered to progress should never be viewed as an ambition or an optional extra. It is the foundation of strong, progressive organisations—and a responsibility shared across our industry. This August, LEAD Network Ireland Chapter launched its People of the Year Awards, celebrating the individuals who are turning gender equality and equity from aspiration into action across the retail and consumer goods sector. Since its foundation in 2011, LEAD Network has grown to more than 22,000 members across 10 country chapters, bringing together more than 200 manufacturers and 100 retailers united by a shared goal: creating opportunities for women to succeed at every level. Ireland’s Chapter reflects that collective spirit, with leaders from across the industry—including Kellanova, Lidl, Musgrave, Coca-Cola, PepsiCo, Kraft Heinz, Irish Distillers and Richmond Marketing—working together to drive meaningful change. As we look ahead to the September awards, the focus is firmly on the people who inspire progress every day. From mentoring emerging talent and opening doors for the next generation, to championing inclusive cultures and leading with purpose, these awards recognise the many ways individuals can make a lasting difference. Turn to page 12 to hear from LEAD Network Ireland Chapter co-chairs Sarah Ferguson, general manager, Kellanova, and Laura Canavan, head of Culture and Engagement, Lidl Ireland, on the awards and the importance of recognising those who lead by example. Because when women are given the confidence, opportunity and support to progress, everyone benefits. The future of our industry depends on creating workplaces where women don’t simply have a seat at the table - but are empowered to shape the future. Donna Ahern

Contents August 10

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 18 Interview: Donna Ahern chats with recently retired Joe Tierney, owner of Tierneys, as he looks back on his

50-year career in grocery retail.

NEWS&ANALYSIS Hot off the Press 5 Seen and Heard 8 CSNA News 4

FEATURES&REPORTS 10 I’m with the Brand: Donna

Circulation audited by Audit Bureau of Circulations.

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

FSC® C016201

Ahern recently caught up with bestselling author and broadcaster Rachel Allen to discuss her new collaboration with O’Donnells. 12 Interview: LEAD Network Ireland Chapter co-chairs Sarah Ferguson, general manager,

Kellanova, and Laura Canavan, head of Culture and Engagement, Lidl Ireland, talk to Donna Ahern about the forthcoming LEAD Network People of the Year Awards. 20 Interview: Donna Ahern recently sat down with Garrett Quigley, president of Celsius International at the brand's Dublin HQ, to discuss how he led the expansion of this highly successful company beyond the United States.

Care Purposes vs Force Majeure Leave. 16 Recruitment: Nikki Murran looks at what the first half of 2026 has told us about Irish grocery retail.

MARKETING& CATEGORY FOCUS 22 Rum

ADVISOR

24 Breakfast

14 HR: Caroline Reidy outlines the

48 Ready to Drink &

difference between Leave for Medical

29 Symbol Groups

Seltzers

NEWS

HOT PRESS OFF the

The top news stories in FMCG and retail from across Ireland

57% of cigarette packs in Ireland avoided Irish tax 57% of cigarette packs in Ireland avoided Irish tax.

he latest Empty Pack Survey found that 57% of cigarette packs surveyed in Ireland in 2026 were non-Irish duty paid (NIDP), meaning no Irish tax had been paid. This included legal products bought abroad and illegal counterfeit cigarettes, which accounted for 14% of the total. The survey was carried out on behalf of JTI Ireland and includes both illegal counterfeit cigarettes and legal products purchased abroad that do not have Irish tax paid on them. Since 2018, the Irish Exchequer has lost approximately €5 billion in tax revenue to NIDP products, including around €1 billion in 2025. Government figures estimate €758 million was lost specifically to illegal tobacco. Galway recorded the highest rate of NIDP packs at 75%, followed by Swords at 66%. Wexford had the highest proportion of counterfeit cigarettes at 25%, followed by Ennis (20%) and Waterford (19%). Daan van Hamersveld, director of Corporate Affairs and Communications at JTI Ireland, said: “These findings show a significant issue with illegal counterfeit cigarettes in Ireland.” He said illegal tobacco undermines legitimate retailers and funds organised crime, while lower-priced NIDP products are contributing to more than €1 billion in lost turnover annually as smokers increasingly turn to lower priced illegal and other NIDP cigarettes.

Greencore delivers ‘strong operational and financial performance’ in Q3

reencore reported a strong operational and financial performance in the third quarter of 2026, delivering volume growth ahead of the market, solid underlying profit momentum, rapid progress on synergy delivery and positive cashflow generation. In its trading update for the 13 weeks ended 26 June 2026, the convenience foods manufacturer said these results have prompted an upgrade to its full-year Adjusted Operating Profit guidance. The company noted that most of the improved outlook reflects the underlying trading performance of the enlarged business following its recent expansion. Dalton Philips, CEO said Greencore continues to support customers through the busy summer period while driving growth through product innovation. He described the business as stronger than ever, with customer demand increasing, integration progressing fully on track and synergy delivery off to a fast start. As a result, Greencore now expects FY26 Adjusted Operating Profit for continuing operations to exceed current market expectations, forecasting a range of £234 million to £242 million (approximately €274 million to €283 million).

Irish consumer sentiment fell marginally in July

rish consumer sentiment edged lower in July, according to the latest Credit Union Consumer Sentiment Survey, as renewed inflation concerns weighed on confidence in household finances. While the decline was slight and did not indicate a major shift in consumer mood, it came despite lower fuel prices, easing inflation, positive economic forecasts and fine summer weather. Offsetting these positives were renewed conflict in the Middle East, rising global oil prices, warnings of higher food costs, domestic electricity price increases, further technology-sector layoffs and concerns about AI-related job losses. Overall, recent economic and financial developments have been mixed. Commenting on the findings, David Malone, CEO of the Irish League of Credit Unions, said the results were disappointing but reflected the ongoing pressure of rising living costs. He said concerns about the cost of living continue to dominate consumer thinking, outweighing other economic issues. “Despite some positive economic developments in recent months, many consumers remain focused on the day-to-day realities of managing household budgets,” he said. “For support and guidance through life’s varied financial challenges and opportunities, members can always rely on the support of their local credit union.”

Kerry Group reports ‘strong performance’ in the first half

erry Group has reported a strong performance in the first half, reflecting a step up in volume growth in the second quarter and continued strong margin expansion, its latest financial results showed. The international leader in taste and nutrition noted that it has delivered volume growth across all three regions, with strong growth and market outperformance in the Americas, a solid performance in Europe and good growth in Asia, the Pacific, the Middle East, and Africa (APMEA). The earnings before interest, taxes, depreciation, and amortization (EBITDA) margin expansion were led by efficiencies delivered through its Accelerate 2.0 programme, it added. According to the group it continued to evolve and develop its business in the period. This included good strategic progress in expanding its manufacturing footprint across a number of emerging markets. In a statement, Edmond Scanlon, chief executive officer, Kerry Group, said: “Our continued strong end market outperformance highlights the strength and relevance of our strategic positioning across our markets, channels and customer base. “Our inbuilt business resiliency positions us well through this period of market uncertainty, and we remain strongly positioned for volume growth and margin expansion, underpinned by a good innovation and renovation pipeline.” n

For more details on all the above and the latest grocery-related news as it happens, visit www.shelflife.ie. ShelfLife August 2026 | www.shelflife.ie

SEEN & HEARD

Maxol invests ¤2.6 million in Dooradoyle service station as part of nationwide upgrade programme

Fyffes strengthens Irish consumer appeal with 88% brand awareness

Maxol, Ireland’s leading family-owned forecourt and convenience retailer, has announced a €2.6 million investment in its Dooradoyle service station in Co. Limerick, as part of its ongoing nationwide investment and redevelopment programme. The significant redevelopment, which commenced in June and is scheduled for completion in November, will transform the Dooradoyle location into a modern convenience destination with an expanded retail offering, a wide array of food options and enhanced customer facilities. The investment includes a full refurbishment of the service station, alongside a 50% increase in the overall building size. As part of the redevelopment, customers will benefit from the introduction of a new Burger King restaurant, the addition of the Dunnes Stores Simply Better range, a 40% larger seating area and a significantly enhanced Maxol Market Deli, which has been greatly expanded to provide customers with even more choice and convenience. The Dooradoyle redevelopment forms part of Maxol’s wider investment programme across its nationwide network, focused on delivering high-quality facilities that combine convenience, food, retail and fuel services under (L-R) John Hadnett, Kieran and one roof. Siobhan O’Shea, Brian Donaldson

New Kantar research has confirmed Fyffes’ enduring strength with Irish consumers, with aided brand awareness for Fyffes bananas reaching 88% and 83% of Irish consumers saying they would consider buying Fyffes the next time they purchase bananas. The findings place Fyffes among the Fyffes bananas enjoyed at strongest-performing banana brands iconic Irish landmarks measured in Ireland, reinforcing its position as Ireland’s favourite banana and one of the country’s most recognised fresh produce brands. Fyffes pineapples are also gaining strong recognition among Irish consumers, with aided brand awareness at 85% and consideration at 81%. The results point to growing consumer familiarity with Fyffes beyond bananas and support the increasing popularity of pineapples as a fruit enjoyed year-round. Commenting on the findings, Adriano Di Dia, Fyffes chief marketing officer, said: “As a brand with more than 135 years of heritage, we are proud of that legacy, but we are equally focused on keeping Fyffes fresh, relevant and engaging for new generations. Our recent ‘Eat ’Em, Like ’Em, Love ’Em’ campaign reflects that ambition, bringing an emotional message and contemporary energy to one of Ireland’s best-loved fruit brands.”

C-STORE AWARDS 2026

Setting the standard aisle by aisle Venue: Royal Marine Hotel, Dun Laoghaire, Co. Dublin Date: Thursday 26 November 2026

Enter today: www.cstore.ie Entry deadline: Tuesday, 1 September 2026

AWARD SPONSORS PLATINUM SPONSOR

SEEN AND HEARD

Flogas rewards customers with free Emerald Park tickets Flogas is rewarding customers this summer with four free Emerald Park All Access tickets when they switch to or renew with Flogas via Flogas.ie. Celebrating the launch of Flogas’ Free Emerald Park tickets was one of Ireland’s favourite families, Gina, Karol and Gene Daly from the hugely popular The Daly Dish. When it comes to the ingredients for a fun family day out, Gina and Karol have the recipe, and with Emerald Park offering a zoo, oodles of attractions and rides as well as a playground, there’s something for every age group. Now, customers who switch to or renew with Flogas via Flogas.ie will receive four complimentary Emerald Park All Access tickets valid for 12 months. Delivering value beyond energy, the offer is available to both new and existing customers, and is designed to reward loyalty while helping families create memorable experiences together. The offer builds on Flogas’ partnership with Emerald Park, Ireland’s leading family-run theme park and zoo. Customers can use their complimentary tickets to enjoy Emerald Park’s

full range of attractions, including rollercoasters, family rides, animal experiences and seasonal events throughout the year, giving families the opportunity to enjoy one of the country’s most popular visitor attractions as part of their energy plan. As the Official Sustainable Energy Partner of Emerald Park, Flogas supports the park’s sustainability journey through renewable energy initiatives, including solar energy generation and electric vehicle charging infrastructure. The park has also installed 20 electric vehicle charging points, helping to support more sustainable travel for visitors. Nimble SMEs such as Emerald Park are a key driver of Ireland’s energy transition, with 46% planning to adopt solar this year. Not only does this help SMEs reduce emissions and exposure to energy market volatility, it also enhances the security of Ireland’s energy supply. Through partnerships such as Emerald Park, Flogas continues to deliver value beyond energy, rewarding customers with memorable experiences while supporting a more sustainable future.

Gala Retail puts inclusion at the heart of convenience with JAM Card partnership Gala Retail has recently announced a new partnership with NOW Group to become a JAM Card Friendly retail group, reinforcing its commitment to creating more inclusive and supportive shopping experiences for customers across Ireland. The partnership will see JAM Card awareness and inclusivity training introduced across the Gala Retail (L-R) Tony Cluskey, network, supporting participating marketing and Ambient retailers to recognise when a Trading manager, Gala shopper may need a little extra time Retail, and Jamie Tanguy, ambassador, JAM or assistance during their visit. The JAM Card, which stands for “Just A Minute”, is a free and discreet tool designed for people with invisible disabilities, neurodivergence or communication barriers. Available as a physical card or a mobile app, it allows users to discreetly communicate that they may require additional time or support in everyday situations, so trained team members can respond with greater awareness and understanding. The initiative reflects Gala Retail’s retailer-first and communityfocused approach, supporting its retailers to make their stores more accessible while helping shoppers feel comfortable, respected and understood. Tony Cluskey, marketing and Ambient Trading manager at Gala Retail, said: “Gala stores are at the heart of communities across Ireland, and this partnership is another important step in ensuring shoppers feel welcome and supported when they visit their local store. “For someone with an invisible disability or communication barrier, a busy retail environment can sometimes feel overwhelming.” Gala Retail has more than 230 Group stores nationwide and continues to invest in initiatives that support its retailers and improve the shopping experience in their local stores. The JAM Card partnership builds on Gala Retail’s wider commitment to community inclusion. The Group is also a long-standing Platinum Sponsor of Special Olympics Ireland and has contributed more than €1 million to the organisation, supporting its work with athletes and families throughout the country. For more information, visit www.jamcard.org

ShelfLife August 2026 | www.shelflife.ie

(L-R) Gina, Karol and Gene Daly from The Daly Dish

Tour de Grocers raises vital charity funds This year’s IGBF Tour de Grocers took place on 17 & 18 June 2026 and raised much-needed funds for the charity. The event began at Faithlegg Hotel in County Waterford, with participants cycling to the Radisson Blu Hotel & Spa, Little Island, Cork, before making the return journey the following day. Throughout the 300km route, cyclists were met with warm hospitality and encouragement, reflecting the spirit that defines our industry. This year’s cycle was proudly supported by principal sponsor Barilla, whose commitment helped make the event possible and reinforced the importance of supporting the invaluable work of the Irish Grocers’ Benevolent Fund (IGBF). Most poignantly, the cycle was dedicated to the memory of the late Noreen Walsh, a much-loved and respected figure whose kindness, professionalism and friendship touched so many throughout its sector. The event served as a fitting tribute, with participants honouring her legacy through their efforts, determination and generosity. Beyond the kilometres covered, the Tour De Grocer Cycle highlighted the strength of an industry that continually comes together to support its own. Congratulations to everyone who participated, volunteered and sponsored the event, and sincere thanks to Barilla for its valued support. Together, the industry continues to make a meaningful difference, ensuring that the IGBF can provide vital assistance to those who need it most while remembering those whose contributions will never be forgotten. Mark your calendars and save the date for 2027 – Wed 23 & Thurs 24 June 2027: Wicklow - Wexford Wicklow. Feel free to register your interest with Léonie Thornton at Hotel The event began at Faithlegg Hotel in Solutions DMC – County Waterford, with participants cycling leonie@hotelto the Radisson Blu Hotel & Spa, Little solutions.ie n Island, Cork

CSNA NEWS

CSNA NEWS CSNA NEWS

Budget 2027 – Tax Strategy Group

SARA ORME

National President, CSNA

Every year the Tax Strategy Group produces a series of papers to assist the government in formulating expenditure and likely incomes for the forthcoming Budget. When looking at the tobacco excises section (see the table below), our attention is drawn to the losses that incur as a result of the illicit market and from purchases from Duty Frees and Duty Paid in another EU Member State. There is a boiler plate phrase that states: “This represents a notional loss to the Exchequer of approximately €648 million (excises

and VAT). This is a notional loss as it assumes that the illegal cigarettes consumed displaced the equivalent full tax paid quantity of cigarettes which is unlikely to be the case.” They also use the same boilerplate phrasing for Roll Your Own, and this year it was approximately €110 million. This means that between the two that there was €758 million “notional” loss in excise and VAT. While accepting the rationale of notional loss, that cost savings are the main part of the smokers’ incentive to purchase and consume these products sourced outside of the Irish taxes system, it is necessary that someone devises a formula to create the real loss to both the Exchequer and the licenced retail sector.

If the “notional” loss is €750 million, should this figure be reduced by a quarter, or a third, or half? The demand for the product has not been reduced, only the source of where it comes from. In recent times, many Government and Revenue spokespersons have relied on this “notional” description to reduce or minimise the severity of the actual losses that relate to 38% of all cigarettes and 45% of all RYO acknowledged by Revenue and the HSE to be the true level of illicit and other sourced tobacco products. In these days of detailed modelling of known data, it can’t be too difficult to create an accurate value of the losses incurred by our sector and the wider Exchequer.

Table 11: Annual Illegal Tobacco Survey Results Year

Illegal packs of cigarettes (%)

Notional Tax Loss (¤m)

Illegal packs of RYO (%)

Notional Tax Loss (¤m)

2021

264

2022

384

2023

422

2024

590

2025

648

110

Data Source: Revenue

CSNA NEWS

CSNA Deals booklet is now available for CSNA members We are thrilled to announce that our newly updated CSNA Deal booklet has been delivered to all CSNA members. This booklet is packed with exclusive moneysaving deals just for CSNA members. If you haven’t received your copy yet, please reach out to Laura in the office. Commenting on the CSNA Deals booklet Sara Orme, president, CSNA, said: “Our partnerships with trusted companies ensure that each offer is not only valuable but also reliable, giving you peace of mind when making choices for your store. “We ask that these companies pass on 100% of the savings to our

ShelfLife August 2026 | www.shelflife.ie

members, as we are “Run by retailers, for retailers.” It has been a productive collaboration with each of these companies, who recognise the benefits of being affiliated with the CSNA. “I would like to extend my heartfelt thanks to Gus O’Hara for putting together this comprehensive resource alongside our marketing administrator Laura Kelly. From negotiating with our partner companies to ensuring every detail aligns with our values, the dedication shown by our team is truly commendable. This booklet reflects their hard work and our shared goal of providing value to you, our valued member.”

CNSA DEALS booklet

CSNA NEWS

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

CSNA NEWS

Display of tobacco/vaping licence CSNA asked the HSE When registration was required, each container needed to be noted on the Application Form and a distinct reg number was allocated to it, even when the store may have had two or more closed containers. As we have extinguished registration in favour of a licencing system, does this mean that there should be a display of the licence at each point of sale where those licenced products are available within the store, or will the display of a single licence suffice? We received the below reply from the HSE: ‘The legal requirements regarding the display of a licence are set out in Section 22 of the Public Health (Tobacco Products and Nicotine Inhaling Products) Act 2023. In relation to premises, the legislation states:

Duty to display licence 22.(1) A licensee to whom a licence is issued in respect of the retail sale of tobacco products or nicotine inhaling products on or from a premises shall ensure that the licence is prominently displayed at a point of sale at the premises for the product concerned. (2) Where a licence is issued in respect of online sales, details of

the licence must be displayed on the licensee’s website (or otherwise online) in a manner that is prominent and clearly visible to members of the public or users of the website. (3) A licensee commits an offence if they fail, without reasonable excuse, to comply with subsection (1) or (2). ‘Accordingly, the licence must be prominently displayed at a point of sale in the premises where the relevant products are sold. It is not necessary for the licence to be displayed at every individual location or checkout within the premises where tobacco products and/or nicotine inhaling products are sold. A single prominently displayed licence at a point of sale within the premises is sufficient to satisfy the requirements of section 22(1). ‘If a licensee wishes to display their licence at each point of sale in their premises, they can print multiples copies of their licence from their portal account, the licence will be available for download and printing for 28 days after the licence has been issue by the Health Service Executive (HSE).’

CSNA NEWS

Reporting the illegal sale of vaping products We recently raised concerns over traders selling vaping products at fairs and events without a licence after the 2 of August, we asked the HSE how we report these instances. See the reply from the HSE below. In relation to your query below as you are aware it is illegal for nicotine inhaling products and tobacco products to be sold from temporary or moveable premises, in line with Section 11 (4) A person may not apply for a licence for the sale by retail of tobacco products or nicotine inhaling products on or from an excluded premises. An excluded premises means a temporary or moveable premises. Section 11(11) of the Act also

provided that person who immediately before the commencement of this section was carrying on the sale by retail of nicotine inhaling products had until 1 August to apply to the Health Service Executive for a licence. It is the HSE National Environmental Health Service (NEHS) that enforces this legislation not An Garda Síochána. In advance of events such referred to in your email the NEHS engages with event organiser to inform them that from 2 August tobacco products and nicotine inhaling products must not be sold from temporary or moveable premises e.g. stalls. In addition, I wish to advise that the HSE NEHS is the

competent authority responsible for enforcing legislation relating only to tobacco products and nicotine inhaling products. Electronic cigarettes or vaping devices containing HHC or THC do not fall within the remit of the NEHS. These products are subject to the provisions of the Misuse of Drugs Acts, the enforcement of which is the responsibility of An Garda Síochána. Accordingly, where products containing HHC or THC are being offered for sale, the matter should be referred to An Garda Síochána for their attention. Should you, or any of your members, wish to make a complaint, please contact your

local NEHS office, as complaints of this nature are investigated by local Environmental Health Officers. Contact details for local NEHS offices are available on the HSE website. Alternatively, you may contact the National Tobacco Control Office (NEHS) in Naas by email at tobacconehs@hse.ie or by telephone on 1800 333 100 or 045 988 204, and your complaint will be directed to the appropriate local NEHS office for investigation. Thank you for bringing this matter to my attention and I will disseminate the information to our local NEHS teams. n

www.shelflife.ie | ShelfLife August 2026

I’M WITH THE BRAND

A perfect balance between luxury and nostalgia

Donna Ahern recently caught up with bestselling author and broadcaster Rachel Allen to discuss her new collaboration with O’Donnells Rachel Allen holding O’Donnells Sunday Roast and Sea Salt & Truffle flavoured crisps

ShelfLife August 2026 | www.shelflife.ie

I’M WITH THE BRAND

O’Donnells, has recently announced this partnership with renowned chef, bestselling author and broadcaster Rachel Allen, with the launch of two brand-new limited-edition crisp flavours Sea Salt & Truffle and Sunday Roast. Bringing together O’Donnells’ passion for premium ingredients and Allen’s love of quality, flavour-led cooking, the collaboration celebrates the very best of Irish food. Allen curated and crafted these two limited-edition flavours, honing their flavour profiles to perfection. Inspired by comforting family meals and elevated everyday flavours, the two new hand-cooked crisp varieties offer a fresh take on classic favourites. Perfect for shared moments, these crisps were created to be enjoyed with family and friends, and the flavours help turn everyday snacking into elevated, memorable experiences. The elegant Sea Salt & Truffle flavour combines earthy truffle notes with perfectly balanced sea salt for a luxurious snacking experience, while the rich, indulgent Sunday Roast captures the nostalgic flavours of a traditional Irish roast dinner in every bite. Available for a limited time only, the new flavours invite crisp lovers to enjoy something truly special. Allen chats to ShelfLife about her role in creating these new flavours and her role as the brand ambassador for Ireland’s most awarded crisps. Q: Congratulations on your new collaboration with O’Donnell’s Crisps. Can you tell us about your role in creating these new flavours, what attracted you to the partnership, and what made it the right fit for you? A: As a long-time lover of O’Donnells Crisps, I was absolutely thrilled to be asked to collaborate on their new flavours - a true treat from a brand I adore! I met with the team at O’Donnells many times to discuss which flavours I love and what new ones I would love to try on crisps, what a dream job! I was involved in every stage of the process; the recipes, the flavours, picking the flavour names even selecting the gorgeous colours for the bags too!

(L-R) Kate O’Donnell, Rachel Allen, and Ed O’ Donnell celebrating the O’Donnell’s launch

roasted garlic and sweet onion. Q: Your cooking is known for celebrating simple, quality ingredients. How important is it for you to create flavours that feel both familiar and a little bit special? A: That’s such a good question! I actually love the balance of familiar and special. Comforting flavours and very delicious produce. But it’s a balance that I love in all aspects of my life. Like a great shirt in a wonderful cotton, silk or linen, super-useful serving bowls but in lovely pottery or ceramic, the most practical boots but with the perfect shape. Q: For young people who dream of becoming chefs, what advice would you give them about developing their skills, creativity and confidence in the kitchen?

Q: The two new crisp flavours are inspired by both indulgence and nostalgia. What inspired you to choose Sea Salt & Truffle and Sunday Roast, and what was the creative process like?

A: I would tell them to start cooking what they love to eat. That way they’ll take much more interest in what they’re making. Try and find a buddy who likes cooking or baking too and try and do it together. that can be great fun and a good way to get creative and bounce ideas off each other.

A: The inspiration for the Sea Salt & Truffle flavour came from the potato crisps we make at home and serve with a truffle mayonnaise. I love this simple combination. Sea salt with a delicate hint of smooth truffle for a delicious subtle twist. I just love having my family and friends over for a delicious traditional Sunday Roast. This flavour captures that homely taste along with

“I actually love the balance of familiar and special. Comforting flavours and very delicious produce.”

Q: You’ve written bestselling cookbooks, presented television shows and taught thousands of aspiring cooks. What continues to inspire you to create new recipes and flavour combinations? A: Well, I love eating so I’m always tasting new combinations or getting excited about food. I take loads of notes on my phone with ideas of what works or what could be worth trying! Q: Is there a dish, recipe or moment in your career that you’re most proud of, and why does it hold such a special place for you? A: I was awarded an honorary doctorate by the University of Ulster for my contribution to culinary arts, so that’s nice as I never thought I’d be a doctor!! Q: You’ve created two delicious crisp flavours for O’Donnell’s. Are there any other flavour ideas you’ve been dreaming up that you think could make their way onto shelves in the future? A: Thank you - I love the flavours too! And yes, I have a few more ideas, should the opportunity arise. Q:People know you as one of Ireland’s bestloved chefs, but what’s something about you that might surprise your fans? A: I’m not sure really, I’m a bit of an open book so there aren’t really any surprises. Well I have taken up the piano again recently as I reckon I need a new party trick as my other one is doing the splits and maybe I should grow up. n

www.shelflife.ie | ShelfLife August 2026

INTERVIEW

Leading the way LEAD Network Ireland Chapter co-chairs Sarah Ferguson, general manager, Kellanova and Laura Canavan, head of Culture and Engagement, Lidl Ireland, talk to Donna Ahern about the forthcoming LEAD Network People of the Year Awards

LEAD Network Ireland Chapter co-chairs Sarah Ferguson, general manager, Kellanova and Laura Canavan, head of Culture and Engagement, Lidl Ireland, recently launched the global non-profit’s LEAD Network Ireland Chapter People of the Year Awards. The awards, which are open to all companies in the retail and consumer goods industry for nominations, will celebrate industry leaders who champion gender equality and equity in the workplace. Originally established in 2011, LEAD Network has grown astronomically to more than 22,000 members, 10 country chapters, with over 200 manufacturers and more than 100+ retailers all working to bring about gender equality at all levels of the industry. LEAD’s Ireland Chapter committee involves representatives from across the industry working together including Kellanova, Lidl, Musgrave, Coca Cola, PepsiCo, Kraft Heinz, Irish Distillers and Richmond Marketing.

The awards will have three categories including: • LEAD Network Ally of the Year which will recognise an ally in championing gender equality in business. Nominees will have consistently and actively led by example and have gone above and beyond to elevate women in the industry and ensure their contribution is valued, recognised and included. • LEAD Network Mentor of the Year which will recognise a mentor who is a trusted advisor and positive role model and have gone the extra mile in supporting their mentee’s growth and development, helping them to achieve their professional goals and positively impacting their career trajectory. • LEAD Network Leader of the Year is a lifetime achievement award which will recognise a great leader who has inspired those around them through their strategic

Network Ireland Chapter co-chairs Sarah Ferguson, general manager, Kellanova and Laura Canavan, head of Culture and Engagement, Lidl Ireland

ShelfLife August 2026 | www.shelflife.ie

vision, commitment and resilience and has had a remarkable impact on their organisation, through effective performance and people management throughout their career, helping to lift those around them and fostering a culture of equality. Nominations are now open where peers can nominate a colleague, friend or any of their peers in the industry by answering a number of relevant questions. Winners will be announced at an event in September. The only criteria are that both parties, nominator and nominee, must be member of LEAD Network. Membership to LEAD Network is free and members are invited to join a host of events, networking opportunities and best practice sharing designed to support peer to peer learning as well as ultimately achieve gender balance in the sector.

LEAD Network Ireland Chapter co-chair, Sarah Ferguson, general manager, Kellanova Q: The LEAD Network has grown to more than 22,000 members across Europe. What do you think has driven that momentum, and what role has Ireland played in that success? A: I believe LEAD Network's growth has been driven by its unique ability to bring together the entire retail and consumer goods ecosystem around a shared ambition to advance gender equity and inclusive leadership. While the purpose is compelling, what has sustained the momentum is the practical value members receive through mentoring, leadership development, networking, thought leadership and industry collaboration. LEAD Network creates opportunities for individuals and companies to learn from one another, develop talent and drive measurable change within their organisations. Another key factor has been the strong commitment from many of the world's leading retailers, manufacturers and service providers. Companies such as Mars, Lidl, Musgrave, CocaCola, PepsiCo, Kraft Heinz, IBM and EY, among many others, actively support LEAD Network's mission. That level of engagement demonstrates that advancing diverse and inclusive leadership is not just a social imperative but a business priority for the industry's most influential organisations. In Ireland, we've focused on translating that European vision into local impact. Since launching the Ireland Chapter three years ago,

“I hope that we can inspire even more women to join and build successful careers across the retail and consumer goods sector for generations to come.” Sarah Ferguson

INTERVIEW

we've built a highly engaged community through mentorship programmes, HR roundtables, leadership events, industry playbooks and partnered with organisations that share our ambition. We've also worked hard to bring together both retailers and FMCG businesses to collaborate on common challenges and opportunities. Our strong membership growth and engagement levels demonstrate that people are looking for opportunities to learn from one another, build networks and collectively drive positive change across the industry. Q: The new awards recognise allies, mentors and leaders. Why was it important to celebrate all three of these different forms of leadership? A: Creating a more inclusive industry requires contributions at multiple levels, and in different ways. While leaders often provide vision and sponsorship, mentors help individuals navigate challenges and unlock their potential, and allies play a critical role in creating environments where everyone has the opportunity to succeed. Recognising all three sends an important message that advancing gender equity is a shared responsibility. Some of the most meaningful impact happens behind the scenes through coaching conversations, advocacy in meetings, opening doors for others or challenging unconscious bias. By celebrating allies, mentors and leaders, we acknowledge the many ways people contribute to building more inclusive workplaces and encourage others to do the same. Q: In your own career, who has had the greatest influence on your development, and how has that shaped the way you lead today? A: I have been fortunate to work with a number of leaders, mentors and colleagues who have invested in my development throughout my career. The people who have had the greatest impact on me were those who combined high expectations with genuine support. They challenged me to step outside my comfort zone, trusted me with opportunities before I felt fully ready, and provided honest feedback that helped me grow. David Lawlor, former president of Kellogg Europe, has often said, "Fear is the starting line of growth." That resonates strongly with me, because often people are more capable than they realise. By being able to recognise that feeling of fear and deciding to move towards, rather away from it, you get personally challenged and stretched, and those are often the moments that make you feel really proud and fulfilled. What I’ve learned from others has significantly shaped my own leadership style. I believe one of the most important responsibilities of a leader is to help others recognise their potential and create opportunities for them to succeed. In

particular, when supporting female talent, I often find that success comes from helping people work through what is preventing them from saying yes to an opportunity. Sometimes there are practical barriers that can be addressed; other times, it is simply about building confidence and encouraging them to take that next step. I strive to lead with authenticity, curiosity and empathy, while encouraging people to be ambitious, embrace new challenges and continue growing. The mentorship work we do through LEAD Network reflects that same philosophy. Q: You spoke about recognising people whose impact often goes unseen. What are some examples of everyday actions that can make a workplace more inclusive? A: Inclusion is often built through small, consistent actions rather than grand gestures. It can be as simple as ensuring everyone has a voice in a meeting, actively seeking different perspectives before making decisions, or

“Creating cultures where women feel empowered to progress cannot be seen as an ambition or optional. It’s simply how strong organisations operate.” Laura Canavan recognising contributions that might otherwise go unnoticed. Other examples include sponsoring talented individuals for opportunities, being mindful of who is represented in project teams, challenging assumptions or biases when they arise, and creating flexibility that enables people at different stages of life and career to succeed. These actions may seem small in isolation, but when practised consistently they have a powerful impact on culture and help create diverse workplaces where people feel valued, respected and able to contribute fully. Q: Looking ahead, what would success for the LEAD Network Ireland Chapter look like over the next five years? A: Over the next five years, I would like to see our membership base increase substantially, and LEAD Network Ireland recognised as a catalyst for meaningful change across the retail and consumer goods sector. Success would mean more diverse leadership teams, stronger pipelines of future leaders, greater allyship across organisations and a thriving community that continues to support and develop talent. I hope that we can inspire even more women to join and build successful careers across the retail and consumer goods sector for generations to come.

LEAD Network Ireland Chapter co-chair, Laura Canavan, head of Culture and Engagement, Lidl Ireland Q: Why is it important to recognise individuals who are championing gender equity, rather than focusing solely on organisational initiatives? A: Recognition matters because initiatives do not create inclusive cultures - people do. Every mentor, ally and leader who challenges bias, opens a door or creates an opportunity turns good intentions into real change, and recognising them encourages others to do the same. Q: As someone leading culture and engagement, what practical changes have you seen make the biggest difference in supporting women in the workplace? A: The biggest difference comes when organisations meet women where they’re at, recognising that the support someone needs will change throughout different stages of their career and life. Just as importantly, it’s about creating the right leadership behaviours every day - leaders who listen, create opportunities and foster a culture where women feel they belong, are valued and can thrive. Q: This is the second annual People of the Year Awards. How has the response from the industry evolved since the inaugural awards? A: It is only the second year of the awards, but we have already seen the impact recognition can have. Hearing how much it meant to last year’s winners reinforced why these awards matter, and it is encouraging to see more people taking the time to recognise the mentors, allies and leaders making a difference. We’re confident that momentum will continue to grow as more organisations see the value of celebrating the people who are helping to create more inclusive workplaces. Q: What advice would you give to companies that want to create a culture where women feel empowered to progress into leadership roles? A: Creating cultures where women feel empowered to progress cannot be seen as an ambition or optional. It’s simply how strong organisations operate. It requires leadership accountability to create inclusive cultures, challenge bias, develop diverse talent and ensure women can see a future for themselves at every level and life stage. That’s how lasting change happens. Q: What message would you like to send to someone who knows an outstanding mentor, ally or leader but is unsure whether to nominate them? A: Nominate them. The people making the greatest difference are often not looking for the spotlight; they are simply focused on helping others succeed. Taking the time to recognise their impact may mean more to them than you realise, while showing others the behaviours we need to see more of. n

www.shelflife.ie | ShelfLife August 2026

ADVISOR: HR

Know your rights Caroline Reidy outlines the difference between Leave for Medical Care Purposes vs Force Majeure Leave The Leave for Medical Care Purposes was introduced via the Work Life Balance and Miscellaneous Provisions Act 2023. To avail of this leave, it is important for both employees and employers to understand the rights and obligations in relation to Leave for Medical Care purposes and how it differs from other types of statutory leave.

Who can apply An employee has the right to take a leave of absence from work, which is unpaid, in order to care for a person who requires substantial care or support for a serious medical condition. In order to qualify for this, the said person must be: 1. A person of whom the employee is the relevant parent 2. The spouse or civil partner of the employee 3. The cohabitant of the employee 4. A parent or grandparent of the employee; 5. A brother or sister of the employee; 6. A person (other than one specified in the above) who resides in the same household as the employee. There is no minimum service requirement to avail of this leave.

Entitlement to leave for medical purposes It is important to note that, only in situations where the employee must personally care for or support a family member or cohabitant, who needs substantial care or support for a serious medical condition, will leave for medical reasons be granted.

Number of days Employees are entitled to up to five days unpaid leave for medical purposes per year. In circumstances where an employee takes only part of a working day as leave for medical care purposes, this shall be considered one full day of their entitlement.

Application process As best practise, employees should submit a written request to be retained by the company, and the employer should issue a written acknowledgement of the request. The employer may ask the employee to furnish any information that may be reasonably needed to support the leave, such as the employee’s relationship to the person for whom the leave is being requested or has already been taken, the type of personal care or support that the Employee is required to provide to the person in question, and relevant documentation pertaining to the person’s need for the significant care or support in question, such as a medical certificate.

Record keeping Employers must keep a record of all leave taken by employees for medical care purposes, including the dates and times of each employee’s leave. These records must be kept on file for a minimum of three years.

Protection of Employment Rights with regard to availing of Leave for Medical Care Purposes?

• All employees have the right to resume working in the same role held before going on leave for medical care purposes.

ShelfLife August 2026 | www.shelflife.ie

CAROLINE REIDY Caroline Reidy, head of NFP HR Solutions, HR and Employment Law specialist If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact NFP Ireland’s office on (066) 7102887 or email hrsolutions@nfpireland.ie.

• The period of leave for medical care purposes will count as continuous

employment. • An employee cannot be dismissed for requesting or taking this leave. • Employers are not allowed to penalise employees or treat employees unfairly in any way, such as, by choosing to lay off / offering less favourable working conditions, after a request for or taken Leave for Medical Care Purposes. The above information has set out basic guidance for Leave for Medical Care Purposes. There are other types of family-friendly statutory leave. An example of a different type of leave which is similar to Leave for Medical Care Purposes is Force Majeure Leave. It is important to note that Force Majeure Leave is not the same as Leave for Medical Care Purposes.

Force Majeure The Parental Leave Act 1998 states that, an employee is entitled to take ‘Force majeure Leave’, where for urgent family reasons, owing to an injury to or the illness of a person referred to (under Section 13(2) in the Parental Leave Act, 1998), the employees’ immediate presence is indispensable at the place where the person is. The persons referred to under Section 13(2) are: A. A person of whom the employee is the parent or adoptive parent B. The Spouse of the employee or a person with whom the employee is living as husband or wife C. A person to whom the employee is in loco parentis D. A brother or sister of the employee E. A parent or grandparent of the employee F. Persons of such other (if any) class or classes as may be prescribed Force Majeure Leave is paid leave which arises unexpectedly. Where an employee has taken Force Majeure Leave, the employee should, as soon as reasonably practicable thereafter, confirm that they have taken such leave >>

ADVISOR: HR

>> specifying the dates and set out a statement of facts entitling them to the leave. Force Majeure leave, once approved, gives the employee entitlement to paid leave of up to three days in any twelve consecutive months, or five days in any thirty-six consecutive months. Therefore, it is important that employers and employees alike understand

the difference between these two types of leave. If you require further support or advice relating to HR, please do not hesitate to contact us at hrsolutions@nfpireland.ie / (066) 7102887. For more information visit https://nfpireland.ie Caroline Reidy, head of NFP HR Solutions Ireland Limited, HR and Employment Law Specialist. n

*ROI, 18+. Promotion Period: 01/04/2026 – 30/09/2026. To Enter: Buy a Promotional Pack of Corona or Corona Cero, scan the QR code, enter details and select the retailer that you purchased your Promotional Pack from to enter the relevant prize draw. All Retailers Prizes: 2 x 7-night Corona Island trip. ROI participants must complete a test of skill. Retain receipt to claim. Internet access, camera phone, mobile number and email address required. Max 1 Entry p/person p/day. Max 1 Prize p/person. All trips taking place in December 2026 and include transport, accommodation & meals for winner and guest (18+). Winners must respond within 5 days to claim. Full T&Cs at: qr.coronaextra.eu/uk. Wrap Up Draw: 01/10/2026 - 31/10/2026. Prizes: 1 of 5 tote bags. Promoter: AB InBev UK Limited, London, EC4A 1EN.

ADVISOR: RECRUITMENT

Investing in strong staff Nikki Murran looks at what the first half of 2026 has told us about Irish grocery retail. I’ve just finished reviewing all of our statistics, market data and recruitment figures from the first half of 2026, along with the feedback my team and I have gathered from retailers and candidates across the country. Each quarter we pull everything together to see what the numbers are telling us and, more importantly, whether they match what we’re hearing every day on the ground so I can share this information with our retailers. There were a few trends that really stood out this time, so I thought I’d use this month’s article to share some of the biggest findings and what they mean for the grocery industry as we head into the second half of the year. One thing is clear. Grocery retail continues to prove just how resilient it is.

Take-home grocery sales are still growing, online shopping continues to gather pace and inflation has eased to its lowest level since last summer. On paper, that’s encouraging. But dig a little deeper and you can see that shoppers are still being incredibly careful with their money. They’re making more shopping trips, buying a little less each time and looking harder for value. That’s why retailers can’t afford to become complacent. Availability, promotions, own-label ranges and strong fresh food departments are making the difference. Customers are still spending, but they’re thinking much more carefully before they do.

Big battle The battle at the top of the market remains fascinating. Dunnes and Tesco are virtually neck and neck, while Lidl continues to gain ground and online grocery has now become a €253 million part of the market. It’s another reminder that retailers are no longer managing just one shopping experience. They have to get both the physical store and online offering right, and neither can come at the expense of the other. From a recruitment perspective, the market has been just as interesting. The biggest surprise for me has been the increase in senior hiring. We haven’t seen demand like this for experienced store managers, general managers and area managers in well over five years. Retailers aren’t just looking for people to keep the lights on. They’re investing in leaders who can improve commercial performance while building engaged, motivated teams. Fresh food continues to be the biggest challenge, and that doesn’t look like it’s changing anytime soon. Every week we’re working on roles for deli managers, bakery managers, butchers and fresh food specialists, and the same issue keeps coming up. The best candidates aren’t actively applying for jobs. They’re already employed, they’re valued by their current employer and they’ll only move if the ShelfLife August 2026 | www.shelflife.ie

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

opportunity genuinely improves their career. That’s why businesses that move quickly almost always have the advantage.

What candidates want One of the biggest changes I’ve noticed over the past couple of years is what candidates actually want. Salary still matters, of course, and continued increases in the National Minimum Wage (NMW) have pushed expectations higher across almost every level of retail. But pay is no longer the whole conversation. Candidates want flexibility, supportive managers, career progression and a realistic work-life balance. They also want honesty. Telling someone they’re joining a“fast-paced environment” isn’t exactly a unique selling point. Every grocery retailer in Ireland is fast-paced. Tell candidates what genuinely makes your business different instead.

ADVISOR: RECRUITMENT

We’re also seeing employers becoming much more deliberate with recruitment. Every hire has to justify itself, and interviews are becoming more thorough. Interestingly though, our own recruitment data shows the average time to hire has fallen from eight weeks to six. That’s not because the market has become easier. It’s because employers have realised that if they hesitate, somebody else will hire the candidate first. If I had to pick one message from the first half of the year, it would be this: retention is becoming every bit as important as recruitment. Replacing experienced grocery managers is expensive, disruptive and timeconsuming. By the time recruitment fees, onboarding, training and lost productivity are factored in, replacing one experienced manager can cost up to 30% of their annual salary. That’s a huge investment compared to retaining someone who’s already performing well.

YOUR EUROPEAN

LOGISTICS PARTNER

Looking ahead Looking ahead, I don’t see the second half of 2026 bringing any dramatic changes. Value will continue to drive customer behaviour, fresh food will remain one of the biggest competitive advantages retailers have, online shopping will keep growing and experienced leaders will continue to be in demand. The retailers that will come out strongest won’t necessarily be the ones paying the highest salaries. They’ll be the businesses investing in good leadership, creating positive cultures, giving people genuine opportunities to progress and making decisions quickly when great talent becomes available. After spending the last six months speaking with retailers and candidates across the country, that’s probably the biggest takeaway of all. Grocery retail has always been a people business, and despite everything that’s changing around it, that still hasn’t changed one bit. n

ambient

chilled

frozen

sales@allmed.ie (056)7793888 www.allmed.ie

allmedireland

full load & groupage solutions across europe

INTERVIEW

A lifetime behind the counter Donna Ahern chats with recently retired Joe Tierney, owner, of Tierneys as he looks back on his 50-year career in grocery retail Joe Tierney is a man who needs no introduction. As a traditional newsagent who hails from Navan town in Co. Meath, He is a thirdgeneration retailer after his grandfather first opened the premises in 1895, leading Joe to proudly claim it as the oldest family newsagents in Ireland. A familiar and respected figure within the Irish retail sector, Tierney is a former president of the Convenience Stores & Newsagents Association (CSNA) and has been involved in many of its sub-committees, including services, lottery and news and mags, for many years. He opens up to ShelfLife and shares his story and reminisces about his lifetime behind the counter. Looking back on his career, he talks about what first inspired him to get into grocery retail, and how has the industry changed since he started. “I got my first taste of retail from an early age in a family run Confectionery shop and Tobacconist when I would be regularly stepping in for my dad to allow him to take his breaks, “ he says. “I was probably no more than 10 or 11 but the dye was cast, I was hooked on the interactions with customers and the concept of buying and selling. I loved the maths of working out how much profit you could make from dividing a block of ice cream into eight or nine wafer sandwiches. “My aunt Peg ran the News agency next door, and you had to go through her shop to get to the sweet shop, which seemed perfectly normal back then. Things were so much simpler. In 1977 we renovated the premises and brought all the products into the one shop. “It was bright and shiny and the customers loved it and yet the only major differences were recessed ceilings and cash registers. “The changes over the 50 years that I have witnessed from behind the counter were obviously gradual at the time, but when you look back now, they were momentous. The advent of The National Lottery, the roll out of computers, the age of the internet, the use of barcodes and scanning, faster broadband, more reliable and powerful electricity, mobile phones, electronic payments and even air Joe Tierney

ShelfLife August 2026 | www.shelflife.ie

INTERVIEW

conditioning all combined to bring us into a completely new world of retail,” Tierney explains. “I can still recall a customer scorching her skirt because she was standing in front of a Super Ser heater, we had out front and the shop able to function throughout the many power outages because the tills were spring loaded and wooden and didn’t need power while a few camping lights got us through any panic. Now you nearly have to close if even your broadband goes down.”

Proudest achievements Tierney reflects on some of his proudest achievements and most memorable moments throughout his years of serving the local community. “We were very much customer focused, always attentive to their needs and requirements. We were blessed with fantastic staff which not only made every day’s work a joy to get through but it set us apart from other shops selling the same products,” he says. “Customers loved the banter, appreciated being recognised and addressed by their name and we rarely if ever lost a customer through bad service or a disagreement.”

CSNA member Tierney reflects on what being a long-standing CSNA member has meant to him throughout his career. “CSNA is an amazing organisation,” he notes. “When you consider that over 1,500 leading retailers across the news, grocery, convenience, off licence and forecourt sector rely on the association to defend them, inform them and fight for them on so many fronts and they do so with limited resources. “The slogan goes “Run by Retailers, For Retailers” and it is so true. The 10 executive members are all busy shop owners in their own right and yet give up on a voluntary basis some serious time throughout the year to protect and battle for all of the membership. When you consider that there are only three full-time staff employed it is staggering the amount of work that gets done while still reaching out to all government departments and industry sectors. “The CEO Vincent Jennings, himself a former forecourt operator with many years of retail experience is an absolute fountain of knowledge and his wise counsel is much sought after by a wide spectrum of people across the industry and beyond. Assisting him are Laura and Amy who know far more about retail than many of the people opening their stores daily. “I had the absolute privilege to be National President in 2000, when it was The Irish Retail Newsagents Association and again in 2006 by which time it had evolved to address the current shape of retail as CSNA. “I joined the executive in 1995 and stepped down in 2025, and I can honestly say they were 30 fantastic years working with great

committees and selfless people to achieve the aim of better and fairer terms and conditions for all retailers, not just our members. There are fantastic people out there on the other side too and CSNA is very well respected amongst all suppliers and government bodies and great lasting friendships have been made that would never have come about without CSNA.”

Always Nearby Tierney chose to become part of the Nearby symbol group during his retail journey. What influenced that decision, and what was it about the Nearby model that made it the right fit for Tierney’s business? “Nearby was a perfect fit for our business. As proud as we were at being the oldest family newsagents in Ireland, having been opened in 1895 by my grandfather Joseph Tierney, being part of a symbol group made perfect sense, but which one? Nearby allowed us to keep our own identity while trading under their banner,” Tierney highlights.

“The changes over the 50 years that I have witnessed from behind the counter were obviously gradual at the time, but when you look back now, they were momentous.” “The assistance and service we got from Jason McSteen, David Finnegan and all the staff in the office was second to none. We had the comfort of knowing that the terms and the pricing were very keen, the back up on tills, servers and manpower was real and reassuring and the advice and help when needed was always instantaneous and genuinely really nice people. All the while we were able to carry out our core business with no interference only helpful guidance from the team,” he adds. “There are very few stand-alone retailers left out there, but I would certainly recommend Nearby as a business partner from my experience and from what I’m hearing, things are going to get even better with what they can offer going forward

Next generation He shares his advice for the next generation of independent retailers entering the industry today. “Retail has changed so much and the standard in Ireland is “best in class”. I’ve been lucky to have had the chance to travel a lot

and rarely have I seen convenience displayed and sold better than here,” Tierney says. “That brings many challenges however, customers have a much higher expectation level than before, and loyalty isn’t for life anymore. To survive you will need plenty of energy, patience, a genuine love of dealing with customers, an understanding bank manager and the ability to source the next big thing before its inception. Oh, and you will need great staff and family that might have to get used to being reminded who you are whenever you finally make it home.”

The next chapter As Tierney prepares for retirement, he shares what he will miss most about running his business, as he looks forward to his next chapter “Retirement is not a dirty word, hopefully I’ve planned mine well, as great thought went into the when and the why,” he points out. “However, it’s impossible not to miss the chats that went on with up to 100 regular customers on a daily basis. Whether it was the gossip from yesterday, the weather today or the match tomorrow, every one of those conversations meant something to everyone concerned and it’s not easy to step away from that level of interaction to maybe just listening to a grandfather clock ticking,” Tierney adds. “Thankfully, I have many other projects and hobbies to take care of and while I intend doing plenty of travelling and spending much more time with my family, including my three young grandchildren, I’m also keen to stay close to the industry and the people who have made the last 50 years so enjoyable, you might see me packing shelves or asking are you over 21 in some other retail premises at any time.”

Standout moments Finally, summing up the standout moments during his time in retail he highlights some key standouts he enjoyed over the years. “Lottery has been very good for us and to us. The revenue and commissions it has put into retail since it started in March 1987 has been immense and don’t forget it’s one of the few Lotteries than pays out a seller’s prize,” he reflects. “We were very fortunate to not only have had two jackpot winners and a millionaire raffle winner but also to find that my own syndicate won a cool quarter of a million a few years back and the reception we were given at Lottery HQ was every bit as magical as you’d expect. “We also had some amazing days during the Ticketmaster years where a queue overnight and down the street for Ed Sheeran, Garth Brooks, Coldplay or U2 could have us delighting up to almost a thousand concert goers in one morning, yep those were some days,” Tierney concludes. n

www.shelflife.ie | ShelfLife August 2026

20 INTERVIEW

Fruit-forward, functional energy Donna Ahern recently sat down with Garrett Quigley, president of Celsius International at the brands Dublin HQ, to discuss how he lead the expansion of this highly successful company beyond the United States Garrett Quigley is president of Celsius International, leading the expansion of this highly successful company beyond the United States. He brings a highly collaborative leadership style and a proven track record of developing and executing high-impact growth and brand strategies across the fast-moving consumer goods (FMCG) sector. He has extensive FMCG experience across multiple operating models, including companyowned businesses, franchises, and joint ventures. Speaking with ShelfLife Quigley highlights that consumers are increasingly looking for energy products that fit into their active lifestyles, with growing demand for sugar-free options and products with functional benefits. “Celsius has responded by offering zerosugar, vitamin-enriched energy drinks for people on the move, from athletes to everyday achievers,” he says. “The launch of the brand’s core, fruit-forward range created new opportunities to attract consumers looking for great taste without compromise. It also coincided with our strongest recent sales momentum, alongside increased distribution and growing awareness across the UK and Ireland.”

Growth Celsius entered 2026 with a clearer proposition for consumers in both markets: fruit-forward, functional energy designed to fit active, everyday lifestyles. The brand’s performance has accelerated significantly. In Great Britain, Celsius sales are up 150% year-to-date, compared with 11% growth for the overall energy drinks category. In Ireland, sales are up 98%, compared with 13% category growth. That growth is being supported by both increased distribution and stronger sales velocity. In Great Britain, distribution increased by 60% over the latest 13 weeks, while unit rate of sale rose by 58%. In Ireland, distribution increased by 42%, while unit rate of sale increased by 98%. Garrett Quigley, president Celsius International

ShelfLife August 2026 | www.shelflife.ie

INTERVIEW

Quigley attributes the performance to a combination of product differentiation, growing consumer awareness, increased availability and retailer support. “Celsius growth has been driven by its differentiated product proposition, supported by increasing consumer awareness, expanded availability, and strong retailer support”, he adds. He added that the brand has continued to build momentum through innovation, partnerships and efforts to bring new consumers into both the category and the wider Celsius community. “We have continued building momentum through innovation, strategic partnerships, and bringing new consumers into the category and our LIVE FIT community. In Great Britain, Celsius grew 150% year to date compared with 11% growth for the total energy category. That momentum is showing up in both availability and velocity, with distribution up 60% and unit rate of sale up 58% over the latest 13 weeks. In Ireland, Celsius grew 98% year to date, compared with 13% category growth, while distribution increased by 42% and unit rate of sale by 98% over the latest 13 weeks. Importantly, this is incremental growth: Celsius generated approximately 5% of total year to date category growth in Great Britain and approximately 7% in Ireland.

LIVE. FIT. GO The launch of the LIVE. FIT. GO. platform marks a new phase for the brand. “LIVE. FIT. GO. brings our brand purpose to life by showing how we support active lifestyles-from workouts to nights out and everything in between,” Quigley explains. “The platform champions a "ready, set, go" mindset centred around ambition, movement and making the most of every opportunity. “It brings together Team Celsius ambassadors, partnerships and consumer activations to strengthen awareness and engagement. “In the UK and Ireland, LIVE. FIT. GO. was brought to life through the four fruit-forward flavours and strategic partnerships such as our multi-year engagement with the Aston Martin Aramco Formula One team. The next phase, beginning in September, will feature Team Celsius ambassadors Declan Rice and Rhasidat Adeleke and the launch of Celsius’ global partnership with ATHX, kicking-off at the Birmingham (UK) event on 22 and 23 August, and its presence as a core beverage offering at Soul Padel’s UK locations, extending the brand into more social fitness occasions.”

New product development Celsius introduced four new sparkling flavours at the end of 2025: Raspberry Peach, Mango Lemonade, Strawberry Watermelon and Kiwi Guava Quigley highlights how important is innovation and new product development in attracting new consumers and encouraging repeat purchases.

strengthening retailer partnerships, and bringing more consumers.”

International markets

“Innovation is an important part of our strategy to drive category growth as we know that taste is the number one consumer need from the energy drink category. Our core fruit-forward offerings have both attracted new shoppers and created loyal fans,” he points out. “Our core range was introduced to establish a clearer “better for you” proposition in Great Britain and Ireland, aligned with the global LIVE. FIT. GO. platform, while creating opportunities for retailers to capitalise on evolving consumer demand. “The launch has coincided with strong momentum, with increased rate of sale, unit sales growth and expanded weighted distribution.

“The UK and Ireland demonstrate the importance of combining a strong product proposition with local market understanding, retailer partnerships, and consumer engagement” “For this reason, in near-term we remain focused on continuing to embed and promote these four flavours rather than looking to introduce new product.”

New phase of growth Quigley points out what the biggest opportunities that will shape the next phase of growth for the functional beverages category. “The category continues to present significant opportunity as consumers seek products that combine great taste with functional benefits and fit into active lifestyles. Sugar-free is the fastest growing part of the energy category, making it an important area of opportunity for brands and retailers,” Quigley explains. “In Great Britain, the energy category is forecast to grow 14% in 2026 to £2.3 billion and reach £3.6 billion by 2030. “In Ireland, the category is forecast to grow 17% in 2026 to €259 million and reach €448 million by 2030, “he adds. “For Celsius, the opportunity is to continue building awareness and community, expanding availability and velocity,

In his role as president he oversees international operations - uniting commercial, marketing, and executional excellence across multiple international markets, he tells ShelfLife about what lessons from the UK and Ireland could help accelerate Celsius' expansion in other regions. “The UK and Ireland demonstrate the importance of combining a strong product proposition with local market understanding, retailer partnerships, and consumer engagement,” Quigley says. “Growth in both markets has been supported by increasing distribution, building awareness, introducing innovation and bringing the LIVE. FIT. GO. platform to consumers through local activations and partnerships. Crucially, Celsius is not only reaching more outlets, but also selling faster where it is available, demonstrating the importance of building availability and velocity together. “These learnings reinforce the importance of building strong local foundations while maintaining a consistent global brand platform – an approach that will be central as we work towards international markets representing more than 15% of revenue over the next five years.”

Looking ahead Looking ahead, where do you see the greatest opportunities for Celsius to grow its presence in Ireland, and how important is the Irish market within your overall international strategy? “The Irish energy category is forecast to grow 17% in 2026 to €259 million, adding around €37 million in annual retail sales value this year,” he says. “By 2030, the category is expected to reach €448 million, adding a further €189 million versus 2026. This presents a huge opportunity for Celsius as awareness, distribution, and market share continue to grow. “Our story so far is strong: value sales have increased 98% Celsius, compared with 13% growth for the energy category. Celsius generated approximately 7% of total year to date category growth and was the thirdlargest brand contributor to Irish energy drink growth. Irish sales YTD are almost five times more than the next growing named brands combined. Over the latest 13 weeks, distribution increased by 42% and unit rate of sale by 98%, while awareness, consideration and consumption are also improving. “Additionally, our Dublin office serves as our international business headquarters where our international strategy is decided and centres of excellence in functions such as supply chain, finance, and marketing operate,” Quigley concludes. n

www.shelflife.ie | ShelfLife August 2026

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

CATEGORY FOCUS Rum

The rum diaries ShelfLife highlights the key brands, emerging trends and retail opportunities helping rum maintain its momentum

um is enjoying sustained growth as consumers embrace it both for cocktails and premium sipping occasions. Spiced, flavoured and aged expressions are broadening the category’s appeal and encouraging shoppers to trade up. While the Irish rum market has faced challenges, including a modest decline in recent years, it remains a significant segment of the country’s spirits industry. With only a limited number of Irish-made rums currently available, there is an opportunity to differentiate within the market, particularly at the premium end, where consumer demand and growth across the wider spirits sector are increasingly focused. According to Business Research Insights, the global rum market has experienced significant growth and is projected to continue expanding in the coming years. In 2022, the global rum market was valued at approximately €11 billion and is expected to

Helping Irish bars rethink rum For years, rum has meant one thing: reach for the familiar bottle, add cola, done. Two Shores Superior Irish Rum is giving bartenders and consumers something different with three signature serves that showcase just how versatile rum can be. Distilled in Panama from 100% sugarcane juice and finished in hand-selected Irish whiskey casks on Ireland’s Wild Atlantic Coast, Two Shores is Ireland’s most awarded Irish rum. The whiskey cask finish brings added character, balance and subtle complexity, making it equally at home in classic and contemporary serves. Alongside a Rum & Cola, Two Shores has developed serves that broaden how people enjoy rum. The Double Irish pairs Two Shores with Cidona for a distinctly Irish twist, while the Pineapple Spritz combines the rum with pineapple soda for a bright, refreshing serve. Two Shores Paladar 10 Year Old Whiskey

ShelfLife August 2026 | www.shelflife.ie

grow at a compound annual growth rate (CAGR) of 5.6% from 2023 to 2030, potentially reaching €17.5 billion by 2030, says Grand View Research. Although Spiced rum — probably the biggest mainstream opportunity, Premium aged rum has the potential to appeal to

whiskey drinkers. While white rum remains to be a popular choice for cocktails and on-trade. Dark/Jamaican-style rum remains more specialist but potentially strong with enthusiasts. Irish-made rum is an interesting emerging niche and a way to differentiate from imported brands.

The Atlantic Storm offers a home-grown take on a Dark ‘n Stormy. As rum continues to grow as one of the world’s fastest-expanding spirits categories, these simple serves offer Irish bars ways to engage consumers looking to explore beyond the familiar. Two Shores recently partnered with award-winning Cork Latin American bar Paladar to create a bespoke 10 year old Mezcal cask finish, bringing an extra south american twist, crafted specially for their signature Jungle Bird cocktail, but also perfect for sipping. Two Shores Superior Irish Rum is available from Celtic Whiskey Shop and other leading wholesalers nationwide. Two Shores will be launching in O’Brien’s Wine Off-Licence stores at the end of August 2026.

made to unlock its full flavour potential. “Our dedicated research revealed that 35% is the ideal balance for our recipe,” explains master blender Trudiann Branker, who led the meticulous experimentation and refinement process. At this strength, alcohol notes are softened, allowing the subtle notes of its unique flavours to shine through for a smoother, more flavourful drinking experience, also making it more approachable for those who are new to mixing spirits. It really wanted to ‘capture the vibrant spirit of Barbados in a bottle.’ That’s why it focused on a rich and unique blend of locally inspired ingredients. You’ll discover a beautiful warmth from Barbadian ginger, but what makes it truly special is the bright, zesty burst of grapefruit >> Mount Gay Vibrant Flavours of Barbados

Mount Gay joins the spiced category with the launch of Bajan Spiced: A modern twist on Barbadian craftsmanship Mount Gay, the world’s oldest operating rum distillery, proudly announces the launch of Mount Gay Bajan Spiced, an innovative and sophisticated new spirit drink set to redefine the spiced category. Building on over 320 years of unparalleled heritage and pioneering spirit, Bajan Spiced marks Mount Gay’s first foray into this segment, crafted for the discerning palate of today’s cocktail enthusiast. At 35% ABV, Mount Gay Bajan Spiced is classified as a ‘spirit drink’, a deliberate choice

Mount Gay Bajan Spiced Spirit Drink

Rum CATEGORY FOCUS

¹ Source: IWSR 2026 Brand Champions Report (2025 calendar year data). Bumbu is ranked the world’s No.1 super-premium rum by both volume and value based on IWSR-defined SuperPremium Rum category sales.

Breakfast

Planteray Rum continues to drive rum experimentation & premiumisation Planteray rums (formally known as Plantation) are instantly recognisable in their raffiawrapped bottles and served at the world’s best establishments, so it’s no surprise that the brand is continuing to drive rum experimentation and premiumization here in Ireland. Planteray Rum expresses the great terroirs of rum in exceptional expressions

Rum

According to the latest IWSR rankings, Bumbu has retained its position as the world’s No.1 super-premium rum by both volume and value.¹ Alongside the global news, Bumbu continues to build strong momentum in Ireland. The brand has delivered 31% year-onyear volume growth, expanded its on-trade distribution by 150%, and is now available in more than 750 distribution points nationwide. Recent retail gains include listings with Dunnes Stores, Tesco, O’Briens and SuperValu, while the brand has continued to invest behind the market through partnerships and activations including The Big Grill, Whiskey Live Dublin, Cork Whiskey Fest, and a collaboration

with Rare Aul Times. Bumbu will also return to The Big Grill Festival later this month. Looking ahead, the portfolio will continue to expand with the introduction of 35cl and 5cl formats to the Irish market later this year. IWSR source below.

Symbol Groups

Bumbu retains global super-premium rum lead

(L-R) Bumbu Original and XO

whose double aging technique has become a true trademark. The Planteray Rum range, through its originality and quality, has captured the hearts of rum lovers around the world, winning over 600 medals and awards worldwide for its exceptional quality. In Irish retail, Planteray Three Stars White Rum and Planteray Original Dark are becoming staples in shoppers’ baskets for their exceptional quality and value for money, while Stiggins’ Fancy Pineapple and Cut & Dry Coconut are changing perceptions around flavoured rums by using only natural fruit infusions. Planteray’s Barbados XO 20th Anniversary is an ideal gift for those who prefer to sip & savour. For more information, visit www.planterayrum.com and follow on Instagram at @PlanterayRum. Distributed by Dalcassian Wines and Spirits, contact us at info@dalcassianwines.com (01) 293 7977. n

Ready to Drink & Seltzers

>> that adds a layer of complexity you won’t find in other spiced rums. It’s a taste of the authentic, modern Barbados I love: bold, balanced, and utterly captivating.” A first for Mount Gay, a pioneering spirit has, however, always been a cornerstone of their philosophy. As Antoine Couvreur, managing director of Mount Gay Distilleries, emphasises: “As the world’s oldest rum distillery, we believe it is our inherent duty to constantly push boundaries and redefine what is possible not only within the category, but within our own portfolio.” The creation of Allount Gay Bajan Spiced is a testament to this unwavering commitment. Distributed by Barry & Fitzwilliam.

Planteray Rum Cut & Dry Coconut Rum

TRY THE DOUBLE IRISH

FROM THE MAKERS OF IRELAND’S MOST AWARDED RUM

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

24 CATEGORY FOCUS Breakfast

The breakfast club ShelfLife rounds up the latest breakfast trends and products driving consumer interest

reakfast remains a key meal occasion, with shoppers looking for everything from quick weekday solutions to more indulgent weekend treats. Innovation across cereals, bakery, dairy and grab-and-go products continues to reshape the category. For retailers, the breakfast fixture is increasingly being shaped by demand for convenience, nutrition and value, with shoppers seeking products that fit around busy lifestyles while still delivering on taste. This is creating opportunities for brands across traditional and emerging formats, from high-fibre cereals and protein-rich products to overnight oats, breakfast bars and ready-toeat options. Health and affordability are also influencing choices, with consumers looking for accessible ways to make breakfast more nutritious without adding complexity to their routines. Research from Safefood highlights the importance of staple foods in Irish diets, with

Meridian: The natural choice for breakfast from Ireland’s number one nut butter brand As breakfast habits continue to evolve, consumers are increasingly seeking products that combine great taste, natural nutrition and simple ingredients. These changing preferences have increased demand for natural nut butters, with Meridian, Ireland’s number one natural nut butter brand¹, continuing to lead the way. Holding a 19.9% value share¹ of the peanut butter market, Meridian’s success reflects its focus on delivering delicious, natural nut

Meridian range

bread and dairy products among foods consumed by almost everyone in its North/ South Ireland Food Consumption Survey. At the same time, changing mealtime habits are opening the door to more flexible breakfast occasions, with products such as breakfast bars, drinkable yoghurt and granola

increasingly catering to consumers eating on the move. Against this backdrop, manufacturers are continuing to innovate across the category, giving retailers new ways to meet evolving consumer needs and drive growth in the breakfast aisle.

butters that meet the needs of today’s healthconscious consumers. As awareness around health and nutrition grows, shoppers are paying closer attention to ingredient lists and looking for minimally processed foods they can feel good about eating and serving to their families. As a result, demand for natural, palm oil-free nut butters continues to rise. Meridian has been championing this approach since the 1980s, when it became one of the first brands to produce palm oilfree peanut butter. Today, that commitment remains at the heart of the range, with Meridian’s core products containing only 100% nuts and no added palm oil, sugar, or

unnecessary additives. Breakfast remains a key eating occasion, with consumers increasingly looking for foods that provide sustained energy throughout the morning. Nut butters naturally provide protein, healthy fats, and fibre, making them an ideal breakfast staple. Meridian goes one step further by roasting its peanuts with their skins on, helping to deliver higher fibre content than many alternatives. Whether stirred into porridge, blended into smoothies or drizzled over pancakes, Meridian nut butters provide a simple way to elevate breakfast while supporting a balanced diet. For sales enquiries, please contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie.

Cuisine de France savoury pastries – Ideal for breakfast on the go Ireland’s savoury food-to-go market continues to evolve as consumers look beyond traditional options in search of greater variety and flavour. While global influences such as Mediterranean ingredients and more adventurous savoury profiles are gaining popularity, familiarity remains key. Consumers are embracing products that combine trusted bakery formats with modern flavour innovation, making savoury pastries an increasingly important part of deli and daytime offerings.

ShelfLife August 2026 | www.shelflife.ie

100% NUTS

UPGRADE YOUR MORNING RITUAL

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

26 CATEGORY FOCUS Breakfast

Just Live a Little Toppers

Pizza swirl

The Cuisine de France Pizza Swirl answers the growing demand for convenient, flavourpacked savoury snacks. Made with rolled yeast dough, it features a rich tomato sauce filling and is topped with cheese and basil, delivering the classic taste of pizza in a fresh bakery format. Perfect for breakfast, lunch or on-thego snacking, it offers consumers a familiar favourite with broad appeal and strong deli counter presence

Building on the success of its granola range, Just Live a Little has introduced two new Toppers, designed to support the growing “fibremaxing” trend. With 96% of adults in the UK and Ireland falling short of the recommended daily fibre intake, the new additions make it simple for consumers to add more fibre, flavour and crunch to breakfast and beyond. Made in Northern Ireland using whole, plant-based ingredients, the premium range is naturally gluten-free, high in fibre and packed with fruits, nuts and seeds, delivering a wholesome breakfast without compromising on taste. The new Toppers bring together carefully selected nuts, seeds and fruit to add texture and flavour to porridge, yoghurt, smoothie bowls and even salads. Vegan and naturally gluten-free, they’re a versatile way to elevate everyday meals while supporting healthier eating habits. Just Live a Little Toppers come in two flavours: Pomegranate & Almond Topper 200g RRP €4.75 A flavourful medley of crunchy almonds, dried pomegranate arils, cranberries, juicy raisins and toasted pumpkin seeds. Caramelised Pecan & Cranberry Topper 200g RRP €4.75 A melody of crunchy caramelised pecans, dried cranberries, juicy raisins and toasted pumpkin seeds.

Cheese & chive twist

For those seeking a more indulgent option, the Cuisine de France Cheese & Chive Twist combines flaky puff pastry with a smooth Emmental and Gouda cheese filling blended with chive and finished with a sprinkling of cheese. Its distinctive twisted shape creates standout shelf appeal, while its rich, savoury flavour profile taps into consumer demand for premium snacking experiences. Combining comfort, quality and convenience, it is a versatile addition to any deli food-to-go offering.

Irish Pride brings fibre to the everyday breakfast As busy lifestyles continue to shape the way Irish households shop and eat, breakfast is increasingly about making everyday choices work harder. Irish Pride is helping retailers meet that demand with its new Fibre Filled range, bringing a meaningful fibre boost to one of the most familiar staples in the weekly shop. Delivering up to 32% of an adult’s daily fibre needs in just two slices, the range is designed to challenge perceptions of white bread and make it easier for consumers to add fibre without changing their routine. With no preservatives, no added sugar, no palm oil and an emulsifier-free recipe, it combines everyday convenience with nutritional credentials that

ShelfLife August 2026 | www.shelflife.ie

Just Live a Little range

Acti-Snack Protein Crunch Granola Caramelised Biscuit

Acti Snack Caramelised Biscuit Granola Demand for protein-rich breakfasts continues to rise as consumers seek convenient options that deliver lasting energy without compromising on taste. Acti-Snack meets this demand with its new Protein Crunch Caramelised Biscuit Granola - an indulgent breakfast combining the much-loved flavour of caramelised biscuit with functional nutrition. Made with crunchy oat clusters and natural ingredients, the granola is both high in protein and high in fibre, helping consumers stay fuller for longer while supporting busy, active lifestyles. Whether enjoyed with milk, yoghurt or sprinkled over smoothie bowls, it offers a versatile and satisfying breakfast or snack. The launch strengthens Acti-Snack’s growing range of protein-led products, created for health-conscious consumers looking for everyday nutrition that doesn’t sacrifice flavour. Positioned as “Real Food Fuel”, the range is vegan and made using carefully selected ingredients, appealing to shoppers seeking strong nutritional credentials. With protein remaining one of the fastest-growing trends in the breakfast category, Acti-Snack’s Protein Crunch Caramelised Biscuit Granola provides retailers with an exciting opportunity to attract shoppers looking for delicious, functional breakfast solutions that fit seamlessly into modern lifestyles. The Acti-Snack Protein Crunch Granola range is available in 350g packs with an RRP of €5.

are increasingly important to shoppers. The timing also makes the range particularly relevant as families head back to school. From quick breakfasts before the school run to lunchbox sandwiches, bread remains a fixture of family routines, making it a simple and accessible way to help increase fibre intake throughout the day. For retailers, the range taps into two strong and complementary consumer needs:

convenience and better-for-you choices. Rather than asking shoppers to compromise on taste, familiarity or versatility, Irish Pride is positioning fibre as something that can fit seamlessly into everyday eating. With its bold new identity and distinctive packaging, the Fibre Filled range also brings standout shelf appeal, allowing retailers to refresh the bread fixture and engage shoppers looking for smarter choices for busy family life.

Irish Pride Fibre Filled Big Toast

Irish Pride Fibre Filled Sandwich

Start your day with

good intentions Gluten free

High ﬁbre No reﬁned sugar

Vegan hello@justlivealittle.com justlivealittle.com Follow us on

IT’S WHAT POWERS YOU TO GO FURTHER, FASTER.

IT’S WHAT’S ON THE INSIDE THAT COUNTS. hello@acti-snack.com

ACTI-SNACK.COM

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

28 CATEGORY FOCUS Breakfast

Galway business marks over 50 years of craftsmanship with innovative new additions for today’s busy households Galway-based Loughnanes of Galway, a family business providing quality meats since 1975, has introduced an exciting range of new gourmet and convenience products designed for today’s busy households, while continuing its long-standing tradition of craftsmanship and great taste. The launch builds on the brand’s portfolio of much-loved traditional products, introducing new flavour-led and ready-toenjoy options that reflect evolving consumer tastes and lifestyles. Included in the range are Loughnanes of Galway’s Traditional Breakfast Sausages (227g and 454g packs), Traditional Black Pudding and Traditional White Pudding, continuing the trusted recipes and quality Irish families have enjoyed for generations. Each product has been created with the same care and dedication that has defined Loughnanes of Galway for over 50 years. Whether it’s a traditional breakfast, a midweek meal or a quick and convenient option, the range delivers quality, flavour and ease for every occasion. With over 50 years of expertise, Loughnanes of Galway continues to combine heritage and innovation, ensuring its place at the heart of Irish kitchens for generations to come. The new range is now available in select Tesco and Dunnes Stores retailers across Ireland. For more information about Loughnanes of Galway and their new products, visit @loughnanesofgalway on Instagram. n

Linwoods Overnight Oats range

Linwoods expands Overnight Oats range

Nestlé Cereals highlights high-fibre breakfast range

For busy mornings when convenience matters, Linwoods Overnight Oats offer a simple and nutritious way to start the day. With all the ingredients conveniently combined in one bag, simply add your favourite milk, stir, and leave to chill overnight for a delicious breakfast that’s ready to enjoy in the morning. Packed with plant-based goodness, the range is a source of fibre, Omega-3 and protein, making it an easy addition to your morning routine. Available in four delicious varieties, including Original Energy, Strawberry Energy, Chocolate Protein and Vanilla Protein, the newest addition to the range, there’s a flavour to suit every taste. The Energy varieties provide vitamins B6 and B12, which contribute to normal energyyielding metabolism and the reduction of tiredness and fatigue, while the Protein varieties deliver 11g of plant-based protein per 50g serving in Chocolate and 12g per 50g serving in Vanilla. Enjoy straight from the fridge or add fresh fruit, yoghurt and your favourite toppings for an easy breakfast that makes busy mornings that little bit easier.

Nestlé Cereals is supporting Irish consumers in meeting their daily fibre intake of 25g per day by making it easier to identify breakfast cereals that contain fibre and whole grain. With 74% of the Nestlé Cereals portfolio high in fibre, the range offers shoppers clear choice across household favourites including Shredded Wheat, Shreddies and Cheerios. The breadth of the portfolio gives Irish consumers convenient breakfast options that can help contribute towards daily fibre intake, while many products are also made with whole grain as the number one ingredient. The update is being supported by new High in Fibre portfolio creative across shopper channels, bringing fibre and whole grain benefits to the forefront. The activity reinforces Nestlé Cereals’ position across Shredded Wheat, Shreddies and Cheerios as a portfolio that delivers on both nutrition credentials and great-tasting breakfast choices.

BREAKFAST MISSION SHOPPER NEEDS

• Availability perceptions are poorer among those shopping for a breakfast mission (home or OOH). Are there gaps on shelf in your category? • Shoppers buying for breakfast find it tricky to locate the categories they need in the store, and this is important to them. Can signage help? • Authenticity (credible and salient claims about the product e.g. where it’s from) also matters but is a current gap for shoppers. Can your brand help? More important &

0.09

More important & Satisfaction higher

Improvement needed Satisfaction lower

Keep it up Healthy Choices

Irish 0.06

Enjoy -0.03

Premium

Innovation

Price

Reading this chart: The X-axis indicates how the Breakfast Mission shopper satisfaction differs from the total of all shoppers. Y-axis shows the difference of the Importance score vs. the benchmark.

Range Fresh * Identify Value

Offers

Fixed Low Price

-0.09 -8%

-5%

Lower Priority

Quality Traceability * Layout

Authenticity * Availability

-0.06

Sustainability

Navigation

0.03

-3% Less important & Satisfaction lower

0% Importance: Ave Out of 5

Data from survey of c. 49,627 Irish shoppers, July 25 – June 2026. Shopper insights available for 207 FMCG categories in 2026

ShelfLife August 2026 | www.shelflife.ie

3% Performance: NF: % Agree 4,5 minus % Disagree 1,2

Less important & Satisfaction higher

Reduce investment?

Caroline Reid, General Manager caroline.reid@shopperintelligence.com www.shopperintelligence.com

Symbol Groups CATEGORY FOCUS 29

Ready to Drink & Seltzers

Status symbol

Symbol Groups Breakfast Rum

ShelfLife, examines the latest symbol group developments, franchise opportunities and the support programmes helping independent retailers grow their business Symbol groups continue to play a vital role in helping independent retailers remain competitive in a fast-changing market. From strong own-brand ranges and national promotions to technology, store development and business support, today’s franchise models offer far more than a recognised fascia. As retailers seek greater efficiency, profitability and customer loyalty, choosing the right symbol partner has never been more important.

Private label growth According to the most recent Brand Footprint 2026 by Worldpanel by Numerator, Private Label currently accounts for 46.7% of Ireland’s branded market landscape. It is interesting to note that the data indicates that premium private label has been in double digit growth consistently since 2023 until 2025. Further research Grocery Market Share data for Republic of Ireland conducted by Worldpanel by Numerator shows that over

the four weeks to 12 July 2026, private label grew by 3.4%, adding €58 million more value. These trends underline the growing importance of private label and the value that a strong symbol group can bring to independent retailers. With consumers continuing to seek quality, value and convenience, retailers need partners that can provide competitive own-brand ranges alongside the tools, technology and support needed to respond to changing market demands. As the sector continues to evolve, symbol groups are well placed to help independent retailers strengthen their proposition, drive growth and build lasting customer loyalty.

Standout managers Ireland’s grocery retail industry gathered at Dublin’s Royal Marine Hotel in May for the 2026 ShelfLife Grocery Management Awards (GMAs), celebrating the managers who are at the heart of Ireland’s grocery and convenience sector.

As the face of their stores and symbol groups, managers play a vital role in shaping the customer experience, leading teams, building relationships with suppliers and representing the standards and values of their businesses every day. The awards recognised the individuals whose leadership and commitment help local convenience stores and supermarkets thrive. The GMAs honour management excellence across the many departments and disciplines that make up Ireland’s grocery retail sector, culminating in the prestigious ShelfLife National Grocery Retail Manager of the Year award. Commenting on the standard of 2026 entrants, John McDonald, publisher, ShelfLife, said: “As grocery and convenience managers in Ireland continue to deliver a first in class retail experience to their customers, I am delighted to see this year’s list of finalists from around the country. My congratulations to all of the winners.”

“As the face of their stores and symbol groups, managers play a vital role in shaping the customer experience…”

www.shelflife.ie | ShelfLife August 2026

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

30 CATEGORY FOCUS Symbol Groups

world-class quality food to go, ensuring we are the leaders in convenience Foodservice, and we will continue to drive excellence in fresh food to remain ahead.

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, SPAR Sales Director Colin Donnelly

Q. How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A. To me, it’s about staying relevant to our Retailers and, in turn, the consumer. It’s about being at the fore of the ever-evolving trends in the retail market, whether it’s food on the go or take-home, expanding premium coffee offerings, and introducing on-trend products across SPAR is how we stay ahead. SPAR leverages real-time market data to guide product development, store formats and store layouts, ensuring our stores stock the suitable range of products for their customer. Our 400-plus stores all trade under the SPAR banner, but it’s not one size fits all, and that’s the difference with SPAR and one of the strengths of our ongoing success and growth in a challenging and busy market. Our stores are located in rural and urban high-street locations and forecourts catering for their individual markets whilst still retaining the essence of the Brand SPAR. Q. What sets your brand apart from competitors in today’s evolving convenience retail market? A. One of the strengths of SPAR is its combination of local entrepreneurship and global brand recognition. All SPAR stores are locally owned and operated, and our retailers are embedded in their community. Whilst locally owned and operated, SPAR Retailers benefit from group-wide services and expertise. SPAR’s adaptation across various formats ensures we will always be relevant in our local markets. SPAR offers exclusive innovations, from premium Own Brand products (offered at up to 33% less than branded equivalents) to

ShelfLife August 2026 | www.shelflife.ie

Q. How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A. Our marketing and sponsorship activity is focused on keeping SPAR front of mind with consumers while strengthening our connection with local communities. Over the past year, our partnership with Team Ireland, in association with the Olympic Federation of Ireland and Paralympics Ireland, has provided a strong platform to engage shoppers through national campaigns while reinforcing SPAR’s support of grassroots sport and local communities. Through initiatives such as the Team Ireland Community Fund, we have been able to provide direct support to sports clubs across the country and bring our Retailers closer to the communities they serve. We have also continued our long-standing sponsorship of athletics and remain committed to supporting healthy lifestyles through both national and local initiatives. Alongside this, SPAR’s multi-award-winning ‘Breast Before Dates’ campaign, in partnership with the National Breast Cancer Research Institute (NBCRI), continues to deliver strong awareness and engagement. The campaign has encouraged important conversations around breast health while raising valuable funds for cancer research, demonstrating the positive impact that can be achieved when retailers, customers and communities come together. Through a combination of sponsorships, national advertising, digital activity and in-store campaigns, SPAR continues to build meaningful connections with consumers while enhancing brand awareness across Ireland. Q. How does your team support retail partners to drive growth, improve performance and deliver long-term value? A. Our retailer partners are at the heart of SPAR’s business. SPAR retailers are supported by a comprehensive framework through BWG Foods. The SPAR Retail Advisory Team offers day-to-day operational support, advice and strategic planning as well as category expertise to help SPAR retailers maximise performance. Never has this been as important as now. We share best practice to ensure we execute brand consistency. Our world-class NextGen Entrepreneur Programme has been such a success since we launched it in 2024 and is now developing our SPAR Retailers of the future as well as

nurturing existing young entrepreneurs. Marketing support is also an important part of the overall SPAR offering. Retailers have access to a wide range of professionally developed marketing materials, including point of sale, digital assets, social media content and local marketing toolkits, allowing them to connect with their customers in a consistent and impactful way while maintaining a strong local presence within their communities. Q. What sustainability initiatives or environmental improvements has your brand introduced over the past 12 months? A. Over the past 12 months, SPAR has strengthened its commitment to Responsible Retailing through the launch of its SPAR Responsible Retailing Programme, helping retailers take practical action on sustainability across climate and environment, community, health, sourcing, and people priorities. Key initiatives have included expanding food waste reduction measures through Too Good To Go, now with over 50 SPAR stores signed up. We have promoted and expanded renewable

SPAR deli

energy and solar adoption, supporting healthier choices via our SPAR Better Choices programme, advancing sustainable sourcing and enhancing community engagement across the SPAR network. This has been brought to life via the opening of our flagship store SPAR KCR with the installation of energy-efficient refrigeration throughout, improving our efficiency and reducing emissions. We have also expanded our approach to sustainability with our customers by installing a living wall and rainwater planter at the front of the store to encourage customers to consider sustainability in their everyday habits while supporting our broader environmental goals. Q. How do you ensure your promotional strategy remains innovative, competitive and effective in driving sales for your retail partners?

SPAR storefront

A. Value is an integral part of the SPAR overall offering, and promotional activity is to the fore. We ensure our Promotional activity is relevant to our customers’ needs, and the time of day plays a part in this. Whether it is a 7am commuter, a lunchtime diner, a daily top-up shopper, or a treat for any occasion, SPAR promotional activity caters to all these needs.

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

CATEGORY FOCUS Symbol Groups

MACE Fact file: Name of group: MACE Number of stores nationwide: 170 Typical store size: Varies Head office: BWG House, Greenhills Road, Tallaght, Dublin 24, D24 Y722 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: • https://www.facebook.com/MACEIreland • https://www.instagram.com/stories/ mace_ireland/ • https://www.tiktok.com/@mace_ireland Tagline: Going the extra smile

Q&A with…

Keith Crawford, MACE Sales Director Q: How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A: At MACE, staying ahead of shopper trends starts with listening. Through retailer engagement, shopper research, market insights and category analysis, we continually adapt our offer to meet the evolving needs of today’s convenience shopper. “Today’s shopper is looking for value, convenience, quality food-to-go and a more relevant local shopping experience,” and MACE retailers are well positioned to deliver on all four. We continue to invest in fresh food innovation, premium food-to-go solutions and enhanced coffee offerings that help retailers meet increasing demand for convenient, highquality meal solutions throughout the day. Recent launches include Uzuzu, a range of Tokyo-style sushi and street food, and Market Square Select, a premium range of Irish-sourced artisan produce. Digital engagement also plays an important role. Our growing social media presence, digital marketing activity and locally tailored campaigns help keep the brand relevant and connected with consumers across multiple touchpoints. We are also supporting retailers through enhanced technology solutions, including digital shelf-edge labels and digital communication platforms that improve efficiency while enhancing the shopper experience. Central to the MACE brand is community, with MACE retailers recognised for their friendly and welcoming staff and for having a fantastic shopping experience, enhanced no doubt by the modern and appealing store design. As consumer priorities continue to evolve, particularly around value, health and

ShelfLife August 2026 | www.shelflife.ie

In-store at MACE

sustainability, MACE remains committed to ensuring our retailers have the tools, insights and product innovations required to attract new shoppers, build loyalty and drive repeat visits. Q: What sets your brand apart from competitors in today’s evolving convenience retail market? A: MACE has built a strong reputation as one of Ireland’s most trusted convenience brands by combining national scale with genuine local community connections. What truly differentiates MACE is our retailer-first approach. Every MACE store is independently owned and operated, allowing retailers to tailor their offer to the unique needs of their local community while benefiting from the strength, support and expertise of the wider MACE and BWG Foods network. Our brand philosophy, Going the Extra Smile, remains at the heart of everything we do. It reflects our commitment to exceptional customer service, community involvement and creating a welcoming shopping environment. MACE retailers also benefit from a strong fresh food proposition, industry-leading own brand ranges, competitive promotions and ongoing investment in store standards. Through initiatives such as the MACE Excellence Programme. The programme challenges retailers to continuously raise standards while providing practical support, benchmarking and recognition for excellence. This combination of local entrepreneurship, strong retailer support, innovative food solutions and trusted brand recognition allows MACE to stand out in an increasingly competitive convenience marketplace. Q: How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A: MACE continues to strengthen its connection with consumers through a combination of high-profile partnerships, community initiatives and integrated marketing campaigns. Our partnership with rugby legend Johnny Sexton continues to deliver strong visibility and engagement across traditional and online advertising platforms. This collaboration reflects the values that both MACE and our customers share, including friendliness, community, passion and excellence. Community engagement remains a key pillar of our marketing strategy. The inaugural year of MACE Community Grants demonstrated our commitment to supporting local organisations and making a positive impact in the communities where our retailers operate. The initiative generated significant interest and

reinforced MACE’s position as a brand that actively supports local causes. The success of the programme means we are already preparing to launch a second year of Community Grants, creating even more opportunities to support local organisations across Ireland. We have also continued to build awareness of our sustainability initiatives through the MACE Food…Too Good to Waste campaign in partnership with chef Conor Spacey. This educational campaign provides practical advice and inspiring recipes that help shoppers reduce food waste while saving money. Partnering with both Independent.ie and Virgin Media played a key role in communicating how food waste reduction is not only a moneysaver but it also benefits our communities. Our charity partnership with Debra further highlights our commitment to community impact. Donations made on the sale of MACE Own Brand products, as well as many local fundraising initiatives, have resonated well with shoppers and retailers alike, resulting in an extension of the partnership for a further two years being made recently. Together, these initiatives have increased brand visibility, strengthened emotional connection with consumers and reinforced MACE’s position as a trusted and relevant Irish retail brand. Q: How does your team support retail partners to drive growth, improve performance and deliver long-term value? A: Everything we do starts with helping our retailers succeed. When our retailers grow, the MACE brand grows. Our team works closely with retailers to help them maximise opportunities, overcome challenges and build sustainable long-term growth. Retailers have access to expertise across fresh food, wines and spirits, technology, HR, sales and marketing. Our role is to bring practical support, challenge thinking and help retailers identify the opportunities that will drive growth in their business. With expertise from the Fresh Solutions and Wines and Spirits teams; the Retail Technology and HR teams continue to support MACE retailers, with Sales and Marketing teams providing unique supports and assistance. The MACE Excellence Programme continues to play a significant role in maintaining high standards across the network by supporting retailers in areas such as customer service, store standards and operational best practice. Training and development remain a key focus. Through uLearn@MACE, our online learning platform, retailers and store teams have access to extensive training resources designed to support onboarding, compliance and professional development. This is complemented by BWG’s NextGen Entrepreneur Programme, which helps develop future retail leaders within the MACE network. At MACE, our role is to provide retailers with the expertise, innovation, investment and support they need to grow confidently and build sustainable businesses for the future.

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

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

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

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

To find out more, contact:

Speaking of service, our quality fresh foods and innovations meet the ever-changing needs of people and have been proven to drive profitable sales increases for MACE Retailers. You will have the support of our experienced team around Ireland, along with award winning marketing to grow your business.

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

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

instagram.com/MACE_ireland instagram.com/MACE_ireland

youtube.com/MACE_ireland youtube.com/MACE_ireland

twitter.com/@MACEIreland x.com/MACEIreland

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

34 CATEGORY FOCUS Symbol Groups

Londis campaign has resonated strongly with consumers, reinforcing the brand’s authentic local credentials, while new ‘Londis Rathbar’ social media content will continue to build engagement and keep the story evolving across digital channels.

Fact file: Name of Group: Londis Number of stores nationwide: 141 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 Conor Hayes

Q. How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A. Londis stays ahead of emerging consumer and retail trends by continuously evolving its offer while remaining true to its ‘Local like you’ ethos. As shopping habits change, the brand continues to invest in the areas that matter most to today’s convenience shopper, including food-to-go, premium coffee, value, digital engagement and an enhanced in-store experience. Each Londis store is independently owned, giving retailers the flexibility to respond to local customer needs, while benefiting from the buying power, consumer insight and operational support of BWG Foods. Recent investment in the rollout of Brevato, BWG Foods’ exclusive coffee brand, alongside an expanded fresh food offering, has strengthened Londis’ food and beverage credentials. The launch of the Market Square and Market Square Select own-brand ranges has also provided customers with trusted quality across both value and premium products. By combining local relevance with innovation, strong retailer support and a focus on evolving consumer needs, Londis helps retailers attract new shoppers, build loyalty and encourage repeat visits.

Clarke’s Londis, Dublin Road, Dundalk

this, identifying personal connection as Londis’ strongest brand territory, with customers recognising the friendliness of staff, the trust they place in their local store and the feeling of being genuinely valued. Retailers also benefit from BWG Foods’ expertise across supply chain, fresh foods, marketing, technology, training and operational development. This combination of independent retailing with strong retailer support from the Londis team and authentic customer relationships enables Londis retailers to compete successfully today while building sustainable businesses for the future. Q. How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A. Londis continues to strengthen consumer engagement through a long-term marketing strategy built around community, consistency and meaningful local connections. Londis has successfully sponsored Ireland’s Fittest Family since 2019. Londis has won multiple awards for the sponsorship including a two time winner at the European Sponsorship Awards for Best Media Sponsorship and five time winner of the Best TV Broadcast Sponsorship at the Irish Sponsorship Awards. The sponsorship of Ireland’s Fittest Family aligns Londis with family, health and togetherness while delivering strong national visibility. Londis’ focused sponsorship strategy is successfully increasing brand awareness, demonstrating the value of sustained, longterm investment. Building on this momentum, Londis invested circa €1 million in their ‘Londis Rathbar’ advertising campaign, which launched in September 2025. Inspired by the brand’s ‘Local like you’ ethos, the campaign celebrates the independent retailers who are at the heart of communities across Ireland. Through the fictional town of Rathbar, Londis brings to life the warmth, humour and everyday moments that make local communities special. The

Q. What sets your brand apart from competitors in today’s evolving convenience retail market? A. For more than 70 years, independently owned Londis stores have been at the heart of communities across Ireland, building lasting relationships through local knowledge, personal service and genuine community involvement. ‘Local like you’ is more than a brand promise; it reflects how Londis retailers operate every day. Recent research reinforces

ShelfLife August 2026 | www.shelflife.ie

Brevato launch in Londis Castlebridge

Q. How does your team support retail partners to drive growth, improve performance and deliver long-term value? A. Londis provides retailers with practical, hands-on support across every aspect of their business, helping them drive profitability, improve performance and plan for long-term success. The Londis Retail Development Management team and BWG shared resources work closely with retailers on store standards, commercial performance, margin improvement and operational excellence, while expert support is available across fresh foods, marketing, IT, finance and training. Technology continues to play a key role, with platforms such as ShopLink and ShopLink POS streamlining ordering and stock control. The recently introduced BWG CheckIn app further improves operational efficiency by digitising delivery check-ins, simplifying claims management and helping retailers reorder short or damaged stock more quickly. Retailers also benefit from social media marketing support through the award-winning SocioLocal platform, providing professionally created social media content that saves time while maintaining a consistent local presence. Ongoing investment in training, including the BWG Retail Management Degree, the NextGen Entrepreneurs Programme with DCU, food safety programmes and H2R HR support, helps retailers build resilient businesses and develop the next generation of retail leaders. Q. What sustainability initiatives or environmental improvements has your brand introduced over the past 12 months? A. Sustainability continues to be embedded across the Londis estate through practical initiatives that benefit both retailers and the environment. New store developments and refurbishments increasingly incorporate energy-efficient technologies, including LED lighting, solar energy and modern store layouts that improve operational efficiency while helping to reduce energy consumption. Londis retailers have also continued to embrace the Too Good To Go platform, helping to reduce food waste while providing customers with quality food at reduced prices. The successful rollout of Ireland’s Deposit Return Scheme has further strengthened the brand’s contribution to increasing recycling rates and reducing single-use plastics. Sustainability also extends to product development, with the introduction of the Market Square and Market Square Select ranges, featuring products sourced from Irish suppliers, supporting local producers and reducing supply chain complexity where possible. Together, these initiatives help retailers operate more efficiently while meeting the growing consumer demand for more sustainable shopping choices.

Local Stores, Local Communities, National Impact

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

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

SHOPPER FIRST APPROACH

OUR PEOPLE AT OUR CORE

RETAILER PROFITABILITY

DRIVING INNOVATION

SEAN LAVIN

www.londis.ie

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

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

36 CATEGORY FOCUS Symbol Groups

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 House, Greenhills Road, Tallaght, Dublin 24 , D24 Y722 Wholesale Partner: Value Centre Type of Distribution Network: 20 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

Q&A with…

Paul Bealin, BWG Foods Cash & Carry Sales Director

Paul Bealin

Q: How does your brand stay ahead of emerging trends to support retailers in attracting and retaining loyal customers? A: At XL, we continuously enhance our offering to meet changing consumer needs and help retailers remain competitive. As part of BWG Foods, we benefit from the expertise and resources of a strong parent company, allowing us to introduce innovative concepts that enhance the customer experience and drive store performance. Initiatives such as the XL Off-Licence and XL Deli concepts have strengthened our proposition and helped retailers differentiate themselves within their local markets. Q: What differentiates your brand from competitors in today’s convenience retail landscape? A: XL offers a flexible and comprehensive retail package designed to support retailers in a rapidly evolving convenience market. Our retailer-first approach is backed by a dedicated team focused on delivering

support for local communities continues through initiatives such as the recent Inishella competition, BWG’s Premium Meat Brand, which allowed schools and sports clubs to win an exclusive training session with Irish rugby international and brand ambassador Hugo Keenan. The campaign generated strong local engagement while celebrating the positive impact that sport can have on communities nationwide. XL deli

practical solutions and long-term business growth. Through our nationwide network of 20 Value Centre Cash & Carry branches, retailers benefit from local support, convenient access to wholesale services and the ability to respond quickly to customer demand. Q: How have your marketing and sponsorship initiatives helped build stronger connections with the public and enhanced brand visibility? A: Building meaningful connections within local communities remains at the heart of the XL brand. Through our longstanding partnership with TG4’s Ros na Rún, XL continues to enjoy strong nationwide visibility, with An Siopa XL featuring as a familiar and recognisable presence in one of Ireland’s most popular television programmes. This commitment to community extends beyond the screen, with XL continuing to champion Irish producers and local businesses, reinforcing our position as a proudly Irish retailer rooted in the communities we serve. Community support also remains a key focus for XL retailers. Most recently, XL stores across Donegal came together to support the Irish Cancer Society’s Relay for Life campaign, raising vital funds through a combination of local fundraising activities and a significant charitable donation. The initiative highlights the important role XL retailers play in supporting local and national causes while strengthening community connections. Across the wider BWG Foods portfolio,

Q: In what key ways does your team provide ongoing support and value to your retail partners? A: Our experienced team of XL Development Managers provides practical, one-to-one support across the retailer network. From business and financial guidance to store development advice and insights into emerging consumer trends, retailers have access to expert support whenever they need it. This is complemented by competitive affinity deals, strong marketing support and ongoing retail standards monitoring, all designed to help retailers maximise performance and continue growing their business. Q: What sustainability improvements or initiatives has your brand implemented over the past year? A: Sustainability continues to play an important role in our retail development strategy. We remain focused on reducing environmental impact through measures such as the use of renewable energy sources, carbon reduction initiatives and the introduction of recyclable and compostable shopper bags. Mc Nally’s XL Service Station in Monaghan installed the first bulk reverse vending machine in Co Monaghan earlier this year, processing up to 100 bottles and cans per minute. Sustainable sourcing also remains a priority across our supply chain. Through our Retailing Standards Programme, we have embedded a dedicated sustainability pillar to support ongoing improvements, while our partnership with Too Good To Go helps tackle food waste and supports local communities. Q: How do you ensure that your promotional strategies remain impactful and competitive for your retailers?

Off-licence option in-store

ShelfLife August 2026 | www.shelflife.ie

A: Delivering value remains at the heart of the XL proposition. Our three-week promotional cycle ensures a consistent and relevant value message for shoppers, supported by targeted marketing activity that drives footfall and sales. Retailers also benefit from tactical sales initiatives throughout the year, as well as exclusive opportunities available through our BWG Foods trade show. This combination of strong promotional activity and compelling offers helps XL retailers remain competitive and meet the expectations of today’s valueconscious consumers.

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

38 CATEGORY FOCUS Symbol Groups

Nearby

in-store POS to help retailers win a key family shopping mission and demonstrate that Nearby understands the everyday needs of local communities.

Fact file:

Q: What sets your brand apart from competitors in today’s evolving convenience retail market?

Name of group: Nearby Number of stores nationwide: Over 165 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

Jason McSteen

Q: How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A: At Nearby, we keep close to what matters most to us as a brand and to today’s convenience shopper; community, innovation, value, and shopping experience that feels connected to the local community. Our role is to translate those changing needs into practical, commercially focused activity that helps independent retailers keep their offer fresh, engaging and competitive. That means identifying key shopper occasions and bringing them to life with clear, easy-to-execute activations in-store. Earlier this year, we introduced Big Movie Night In, designed around the at-home entertainment occasion for families and customers enjoying a night in front of the TV. The activation combines impactful header boards, shelf stripping, and shelf cards really building on that shopper experience you get at Nearby. It has generated extremely positive feedback from retailers and delivered an overall sales uplift across the participating stores measured during the 12-week launch period with an even further enhanced activation planned till year end. We are also continually evolving our value proposition. Nearby’s two for range brings clear multi-buy value across key impulse categories including confectionery, crisps, snacks, soft drinks and energy. Supported with strong shelf-edge POS, it gives shoppers mixand-match choice and savings while helping retailers encourage more purchases and larger basket spend. Seasonality remains a major opportunity for Nearby retailers and convenience retail in general, which is why our forthcoming Back to School instore activation will focus on healthy lunchbox options. It will use eye-catching

ShelfLife August 2026 | www.shelflife.ie

A: Nearby is built around our independent retailers and the communities they serve while retaining their full independence, alongside the backing of a fresh and innovative symbol brand. That combination makes us the symbol brand of choice for independent retailers across the island of Ireland. Our retailers have the flexibility to run stores in a way that suits them and their community, supported by an award-winning brand, store development expertise, buying strength through S&W Wholesale and free marketing support that helps our retailers stay ahead of the curve. We do not charge franchise fees, yet retailers can access professionally developed brand assets, shop-front signage, in-store communication and ongoing marketing support when they need it either directly from the Nearby team or on our dedicated Retailer Hub which houses everything from marketing assets to category and supplier information. The growth of the brand is an important reflection of that offer. With over 10 new store joining Nearby Ireland since this time last year. Those openings have brought the brand into new counties and markets, underlining the opportunity we offer to strong independent retailers looking to grow their business without giving up what makes it uniquely their own. As mentioned, our scale is also supported by S&W Wholesale, Nearby’s parent company and wholesale partner and their continued investment behind the brand is there to see. Construction is well underway on a new 180,000-square-foot warehouse, just off the A1 in Newry, Co. Down, doubling the space of their current site and giving Nearby retailers more lines and product availability. This gives prospective retailers confidence that Nearby is not simply a brand for today, it is a long-term partner investing in the support, range and infrastructure required for the future. Q: How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A: Marketing at Nearby is about more than awareness, it is about creating reasons for customers to choose their local store, while reinforcing the vital role it plays in their community. We combine compelling brand storytelling with clear promotional activation, digital reach and highly visible in-store execution so our retailers benefit from both emotional connection and commercial impact that marketing provides. A major example was our 2025 Christmas campaign, Did You Getters: The Empty Chair. It was Nearby’s first-ever VOD advertising campaign, airing across Virgin Media Player. The campaign told the story of Arthur, an older man facing Christmas after loss, and highlighted how simple moments a warm greeting, a familiar face or a short conversation in your local Nearby and how that can mean the most to many.

Nearby ‘Big Movie Night In’ aisle

The campaign brought our “Never Too Far from Home” proposition to life in a meaningful way and celebrated the role Nearby retailers play at the heart of their communities. For us, that campaign proved that a symbol brand can deliver national-scale, emotionally resonant marketing while ensuring the retailer and their community remain at the centre of our story. Q: How does your team support retail partners to drive growth, improve performance and deliver long-term value? A: Our approach is hands-on, practical and built around shared success. Every retailer has access to a dedicated business development manager who works with them on the opportunities that matter most: range, availability, value, margin, store standards, promotions and customer experience. Many of our business development managers have extensive retail experience, so they understand the realities of running a busy convenience store. We also provide marketing support that is designed to be easy for retailers to implement but powerful on the shelf. From brand toolkits and a dedicated ‘Retailer Hub’ to bespoke POS to promotional messaging and digital support, we give stores the assets needed to create a consistent, high-quality Nearby experience. Our Retailer Hub remains an important part of that support and continues to evolve with new features and information for our retailers. It gives them the ability to access branded materials and create tailored POS for promotions, helping them respond to opportunities in their own community while maintaining the strength and consistency of the Nearby brand. As well as marketing, they get dedicated sales and category advice from our supply partners to ensure they stay on top of the ever-changing market we see today.

Join the

family

Supported by your trusted Wholesaler

Join the

family

Supported by your trusted Wholesaler

Wholesale Partner

! Symbol Stores

‘It feels like we are

Contact Jason McSteen to ﬁnd out more: apart of something jmcsteen@sandwni.com | 086 6040 474 always-nearby.com

bigger, without losing what makes us local.’

Contact Jason McSteen to ﬁnd out more: jmcsteen@sandwni.com | 086 6040 474 always-nearby.com

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

40 CATEGORY FOCUS Symbol Groups

Q. What sets your brand apart from competitors in today’s evolving convenience retail market?

Centra Fact file: Name of group: Centra Number of stores nationwide: Over 500 Format specific: High-C 2,000 sq ft, Convenience 4,000 sq ft, Neighbourhood 7,000 sq ft Support office: Musgrave Retail Partners Ireland, Tramore Road, Cork Wholesale partner: Musgrave Type of distribution network: National Website: www.centra.ie Social media: • X: @CentraIRL • Instagram: @centra_irl • TikTok: @centra_irl • Facebook: CentraIreland Tagline: Live Every Day

Q&A with…

A. We stay very close to our customer through deep domain customer insight combining national scale with the local knowledge, service and community connection of independently owned stores. Its position as Ireland’s leading convenience retailer is supported by more than 500 stores and over 3.6 million customer visits each week. The brand’s proposition is built on constant evolution of its fresh food, ownbrand and on-the-go ranges, backed by investment in stores, technology and design. In 2026, Centra and its retailers are investing €27 million in its network, supporting new store openings as well as creating more than 500 jobs. This investment is intended to enhance the customer experience. Centra’s ambition to grow to more than 600 locations by 2030 demonstrates confidence in a model that brings Centra to customers in every corner of Ireland through innovation and scale through locally operated businesses. Q. How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness?

Cormac Dawson, Centra Sales Director Cormac Dawson

Q. How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A. Centra puts the customer at the heart of its plans, continually evolving the offer for the customer, with a particular focus on food-togo, health and wellbeing, choice and convenience. In 2025, this approach helped deliver record sales of €2.2 billion, up 4.6% year on year. Product innovation has been central to that performance. The Egg Muffin sold more than one million units in its first year, while nearly 10 million chicken fillet rolls were prepared across the network. Frank and Honest remains Ireland’s number one on-the-go coffee brand, selling more than 26 million cups annually. Centra is also broadening choice through house and dark roast coffee, dairy and oat alternatives, hot and cold formats, matcha in selected stores, gut health soda ranges and nutrient-dense options including Clean Cut Meals. Digital innovation is another important part of how Centra is responding to changing shopper expectations. In May 2026, Centra launched My Centra, a new loyalty app designed to deliver everyday value and reward customers for choosing Centra. Through exclusive member pricing, food-to-go bundle deals and the Frank and Honest Coffee Collector, the app gives customers more value from every visit while creating another way for retailers to engage and retain shoppers. The app has already recorded 208,276 downloads. Together, these developments give retailers relevant, differentiated reasons for customers to visit regularly and help keep the Centra experience aligned with fast-moving consumer needs.

ShelfLife August 2026 | www.shelflife.ie

A. Centra’s long-standing community partnerships help keep the brand visible, relevant and closely connected to customers nationwide. The brand has sponsored the AllIreland Senior Hurling Championship for 16 years, making it the competition’s longestserving sponsor, while also supporting around 1,000 local GAA clubs and investing more than €1.5 million annually in grassroots Gaelic Games. This year Centra also became title sponsor of the Camogie Leagues. Alongside these established partnerships, Centra continues to identify new cultural platforms that can introduce the brand to audiences in fresh and engaging ways. Its partnership with RTÉ’s The Traitors Ireland provided a nationally visible platform that could also be activated locally by retailers. The programme generated 4.7 million streams on RTÉ Player and attracted an audience of 818,000 viewers for its finale, giving Centra an opportunity to connect with customers around one of Ireland’s biggest television successes while supporting in-store activation and keeping the brand front of mind.

Centra announcing the Deposit Return Scheme (DRS) to support ICS

My Centra Rewards app

Centra’s partnership with the Irish Cancer Society is another important part of its community engagement. In 2025, more than €450,000 was raised through Hurling for Cancer Research, the Deposit Return Scheme Charity Partnership and the Big Pink Breakfast campaign. Together, these initiatives create meaningful opportunities for retailers, colleagues and customers to engage with the brand, combining major national platforms with activity that has relevance within local communities. Q. How does your team support retail partners to drive growth, improve performance and deliver long-term value? A. Customer insight, expertise, scale, continued investment in the network and enabling each store to respond to the local needs of their community are core to the support we offer. In 2025, 40 store revamps were completed, supported by significant investment in areas including energy-efficient refrigeration systems using natural refrigerants, LED lighting and digital shelf edge labels. These upgrades help retailers modernise their stores, improve operational efficiency and continue enhancing the customer experience. The 2026 investment programme will build on this progress through new stores, refurbishments, revamps, digital innovation and the ongoing evolution of store design and technology. This gives retail partners access to modern formats and tools designed to improve the customer experience and strengthen store performance. Centra is also focused on succession and the future pipeline of independent retailers through its Leading for the Next Generation programme. More than 50 potential retailers have engaged with the programme, and several have already taken ownership of Centra stores. Together, these supports give customers what they want and in turn help protect the long-term strength of the network by developing future store owners, upgrading the physical estate and ensuring retailers can benefit from ongoing innovation across food, beverage, technology and store operations.

Family Owned For 150 Years • Ireland’s No. 1 Convenience Retailer • Your Voice Shapes Our Future

The Best Partner for you Live Every Day

Growing Your Profit

• •

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

Join Ireland’s Number 1 Convenience Retailer Centra is Ireland’s leading convenience retail group, with over 500 bright, accessible stores throughout the country. The Centra brand is owned by Musgrave, Ireland’s leading food

Consumer first approach with insight-led planning. • Market promotions. • The My leading Centra app drive repeat visits and customer • engagement throughhelps exclusive offers and a seamless

• • • •

retail and wholesale company. Musgrave is a 150 Year old

digital experience. Powerful sponsorships including the GAA All-Ireland Senior Hurling Championship and The Traitors Ireland. 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.

family-run business, with strong values and a commitment to supporting vibrant communities. Centra retailers benefit from the buying power of being part of Ireland’s leading wholesaler group. The Centra franchise model offers independent retailers the opportunity to own their own business with the support and knowledge of dedicated Sales, Marketing, Finance, Human Resources, IT and Store Design Teams. Stores are operated by independent retail partners sometimes across multiple generations and whom are rooted in the local community.

Passionate People Training programmes, many of which are available on your • mobile phone. business and financial expertise. • Strategicwinning online & in-store fresh food training with • Award 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 support for digital/social and local marketing.

Do you want a more sustainable and profitable future for your business? Call Mark Duffy, Oliver Savage or John Tully: 021 480 3315 / Email: info@centra.ie

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

42 CATEGORY FOCUS Symbol Groups

Daybreak Fact file: Name of group: Daybreak Number of stores nationwide: 318 Typical store size: 1,000-3000 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’

demand for premium coffee experiences continues to grow, we have continued to evolve the offer through enhanced beverage choice, including iced coffee options, oat milk alternatives and the introduction of new additions such as Café Crema and Cortado. By continually refreshing our offer, we help retailers remain relevant to existing customers while attracting new shoppers into store.

Stronger together

Q&A with…

Janine Watson, head of Retail Sales, Daybreak

Munch & Co.

Janine Watson

Daybreak continues to drive growth through innovation, retailer support and community impact

Staying ahead In an increasingly competitive convenience retail landscape, understanding evolving consumer needs has never been more important. At Daybreak, we remain focused on helping retailers stay ahead of changing shopper behaviours by leveraging consumer insight to drive category development and product innovation. Through Musgrave’s dedicated Insights & Innovation team, we continuously monitor emerging consumer and retail trends, using these insights to shape our product development, promotional planning and in-store offer. This collaborative approach, involving our Trading, Marketing, Sales and Fresh Food teams, ensures Daybreak retailers can respond quickly to new opportunities and changing customer demands. Food-to-go continues to be one of the most significant growth drivers within convenience retail and remains a major focus for the brand. Consumers increasingly expect fresh, highquality meal solutions that offer both convenience and value. To meet this demand, Daybreak has continued to invest in innovation across its fresh food range, introducing products that deliver on taste, quality and relevance. Recent additions include our new Shawarma Summer Salad, Shawarma Summer Kebab, Halloumi Summer Salad and Halloumi Summer Kebab. These launches reflect consumers’ growing appetite for fresh, flavour-packed food-to-go options, while providing retailers with compelling products that help drive footfall and sales throughout the day. Innovation also remains central to our 9 Grams coffee proposition. As consumer

ShelfLife August 2026 | www.shelflife.ie

What sets Daybreak apart in today’s evolving convenience market is the strength of our overall proposition. Combining a modern fresh food offer through Munch & Co deli, our exclusive 9 Grams coffee offering, and seasonal excitement through limited-edition Lickety Split ice cream flavours and promotional activity, Daybreak delivers a truly differentiated convenience shopping experience. Beyond our sub-brands, the Daybreak proposition is designed to cater for a wide range of everyday shopper missions, from topup shops and convenient dinner solutions to ongoing value and strong promotional offers. Supported by the backing of Musgrave, this gives retailers a well-rounded convenience offer that responds to the changing needs of today’s shoppers. Delivering this proposition consistently at store level is underpinned by the hands-on support available to Daybreak retailers. Our dedicated Business Development Managers and Fresh Food Specialists work closely with retailers to identify opportunities, improve store performance and maximise profitability. Whether supporting a new store opening, enhancing a food-to-go offer or improving operational execution, our teams provide practical guidance and expertise tailored to each retailer’s individual needs. Retailers also benefit from access to the wider Musgrave support network. From store development and IT solutions to HR support and training resources, retailers can draw on industry-leading expertise across multiple areas of their business. Initiatives such as the Musgrave Institute, our online learning platform, provide access to valuable training and development opportunities, helping retailers build skilled teams and create great customer experiences.

Daybreak storefront

Collaboration is another important part of the Daybreak model. Through the Daybreak Retailer Council, retailers play an active role in shaping future initiatives, providing valuable on-the-ground insight that helps inform decision-making across the business. This partnership approach ensures that our plans remain relevant, practical and effective for retailers across the network.

Marketing with 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 promotional leaflets, while targeted digital campaigns help us connect with shoppers. Broadcast also plays a key role, with radio and TV advertising helping to reinforce our national presence and maintain strong brand awareness among consumers. Seasonal promotions and creative campaigns ensure that Daybreak remains top of mind with convenience shoppers while driving engagement and sales across our retailer network. Our commitment to delivering impactful marketing continues to earn industry recognition through several award-winning campaigns. Most recently, Daybreak was awarded Marketing Campaign of the Year at the 2026 National Digital Awards. The award recognised the strength of our digital strategy and our ability to engage consumers through creative, relevant and effective content that drives both brand awareness and retailer results.

Supporting communities At Daybreak, community engagement remains a core part of our brand ethos. One example is our long-standing partnership with the Irish Heart Foundation, which continues to create meaningful opportunities for retailers and consumers to support an important cause while strengthening local community connections. In 2025, we further strengthened this relationship through our support of the ‘12 Dips of December’ challenge. The campaign saw retailers and local communities come together in an inspiring display of participation and fundraising, with stores hosting local events, encouraging customers to get involved and, in many cases, taking on the challenge themselves. The initiative generated strong engagement across the network while helping raise awareness and valuable funds in support of the Irish Heart Foundation’s work.

Looking forward The continued strength of the Daybreak brand is reflected in the addition of 20 new stores to the group over the past 12 months, alongside a further 20 existing retailers who have invested in revamping their stores. This continued investment demonstrates strong confidence in the Daybreak proposition and its ability to support retailers in an increasingly competitive market. As we look ahead, Daybreak is well positioned to build on this momentum and continue delivering long-term value for retailers and consumers.

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

Seriously good coffee under our exclusive brand 9 Grams.

To find out more contact:

Terry Donnan - 086 7714696

We’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 ice cream brand called Lickety Split.

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

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

44 CATEGORY FOCUS Symbol Groups

Competitive pricing across key categories is also imperative. By combining value, range, store standards and strong in-store execution, Costcutter gives retailers the tools to compete effectively in their local communities.

Costcutter Fact file: Name of group: Costcutter Number of stores nationwide: 91 Head office: Barry Group, Upper Quartertown, Mallow, Co. Cork Distribution network: Central distribution across chilled, ambient and alcohol Website: www.costcutter.ie Social media: • Facebook: @CostcutterIreland • Instagram: @Costcutterire • Tik Tok: @CostcutterIreland Tagline: Proud to be Local

Q&A with… Edwina Lucey, Sales director

Edwina Lucey

Q: How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A: Costcutter stays ahead by keeping close to the market and responding to changing consumer needs in a practical, retailer-focused way. We use market information, category insight and innovation sessions to help retailers understand what customers are looking for and how each store can respond. A key strength is recognising that every store has its own customer base and local trading environment. Costcutter supports retailers with choice that is relevant to their individual store profile, ensuring the range, promotions and in-store offer reflect local needs. Consistency is also central to our approach. By focusing on pricing, availability and value, retailers can build trust with shoppers and encourage repeat visits. This is supported by an engaging, consumer-focused shopping experience that makes stores easy to shop, relevant and welcoming. Q: What sets your brand apart from competitors in today’s evolving convenience retail market? A: Costcutter stands apart through its combination of modern store design, strong category expertise and a clear understanding of today’s convenience shopper. We continue to focus on cutting-edge design and an improved in-store experience, giving retailers a strong platform from which to grow. Food and coffee remain important drivers of footfall, and Costcutter’s focus on fresh, convenient and high-quality options helps stores meet customer demand throughout the day. Another key point of difference is the brand’s strength in alcohol. With Barry Group’s experience and expertise behind it, Costcutter retailers benefit from a strong range, competitive support and excellent exclusive products, particularly within the alcohol category.

ShelfLife August 2026 | www.shelflife.ie

Q: How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A: Costcutter’s marketing, advertising and sponsorship initiatives have strengthened consumer engagement by creating a consistent and recognisable brand presence across multiple consumer touchpoints. The brand uses an integrated mix of social media, digital advertising, radio, in-store pointof-sale, promotional leaflets and email marketing to communicate relevant offers and brand messages. Campaigns such as Costcutter Constant Value have reinforced the brand’s value credentials, while continued promotion of Market Street Deli, Urban Sips, Freezi Licks and Experts’ Choice has increased awareness of the wider range available across stores. Advertising and sponsorship activity has also extended the brand’s reach. Radio partnerships, supplier collaborations and seasonal campaigns have positioned Costcutter alongside relevant consumer occasions, including commuting, lunchtime, bank holidays and Christmas. The consistent application of our new Costcutter brand identity across digital, social, in-store and sponsorship activity has further strengthened brand recognition, creating a more modern and cohesive brand presence. Q: How does your team support retail partners to drive growth, improve performance and deliver long-term value? A: Our team support our retail partners through regular, structured engagement and hands-on commercial guidance. Retailers benefit from a consistent three-weekly call cycle focused on store standards, margin, in-store execution, value proposition and cost control. This regular support ensures retailers have clear priorities, practical advice and ongoing guidance to help improve performance. It also allows the team to identify opportunities and respond quickly to challenges at store level. The Fresh Food team provides a further sixweekly call cycle, focused on deli performance, margin support, waste management, take-home options and in-store standards. This is particularly important as fresh food remains a major opportunity within convenience retail, both for customer satisfaction and commercial return. By combining operational discipline with category expertise, Costcutter helps retailers strengthen their offer, improve execution and build long-term value.

Costcutter Market St. Deli

Costcutter store exterior

Q: What sustainability initiatives or environmental improvements has your brand introduced over the past 12 months? A: Sustainability continues to be an important focus for us, both in store development and across community activation. Over the past 12 months, sustainable decisions have remained at the forefront when refitting existing stores or developing new locations. This includes consideration of lighting, materials, refrigeration and other improvements that can support better energy efficiency and environmental performance. Solar panels have also been introduced in many stores, reflecting a continued move towards more sustainable energy solutions at store level. Costcutter’s product range also supports local and responsible choices, including links with Love Irish and community-focused initiatives led by retailers. This fits naturally with the brand’s Proud to be Local positioning and reflects the important role Costcutter stores play in towns and villages across Ireland. Q: How do you ensure your promotional strategy remains innovative, competitive and effective in driving sales for your retail partners? A: Costcutter’s promotional strategy is built around consistency, competitiveness and relevance. A major focus has been the introduction of the Costcutter Constant Value Range, giving shoppers confidence that strong value is always available on key products. The Priceflighter range also helps highlight value clearly in store, supporting retailers in communicating competitive prices to customers. Alongside this, Costcutter operates a three-week promotional cycle, showcasing strong offers on key brands across important categories. This structured approach helps retailers plan effectively, maintain promotional momentum and give customers regular reasons to visit. By combining consistent value, strong branded promotions and relevant category activity, Costcutter continues to support sales growth while reinforcing its position as a trusted, local and customer-focused convenience brand.

Rum

Breakfast

Symbol Groups

Ready to Drink & Seltzers

46 CATEGORY FOCUS Symbol Groups

Gala Retail Fact file: Name of group: 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&A with…

Gary Desmond, CEO, Gala Retail Gary Desmond

Q: How does your brand stay ahead of emerging consumer and retail trends to help retailers attract, engage and retain loyal customers? A: Shopper habits are constantly evolving, and we work hard to make sure our retailers stay ahead of changing consumer demands. Our flexible, community-focused approach allows us to work closely with retailers and adapt to local shopping habits. Food-to-go remains one of the biggest growth areas in convenience, with shoppers looking for fresh, quick, quality options throughout the day. We’re also seeing growing demand for healthier choices, locally sourced products and greater convenience. Gala’s signature in-store concepts, including Krispy Hen, Coffee Junction, The Deli, Baker’s Corner, Distill and Galato, have been developed to meet these changing needs, helping retailers drive footfall and increase basket spend. The continued development of these concepts is already being seen across the group, with the first Coffee Junction café now open in Hanlon’s Gala in Longford, giving shoppers an enhanced café experience in-store. Alongside this, our next-generation EPOS system and AI-led insights are helping retailers

Coffee Junction in-store

ShelfLife August 2026 | www.shelflife.ie

Q: How does your team support retail partners to drive growth, improve performance and deliver long-term value?

Gala storefront

better understand shopper behaviour, identify trends and make informed decisions that keep their stores relevant and competitive. Q: What sets your brand apart from competitors in today’s evolving convenience retail market? A: Every Gala store is independently owned, but retailers benefit from the backing of a national brand and a dual-support model through Gala HQ and our wholesale partners. This means our retailers have the freedom to run their stores their way, backed by expert advice and commercial support. Our people are a major point of difference. Gala has one of the largest fresh-food support teams in the sector, providing practical, handson assistance in stores. We are also prepared to invest in ideas that help retailers move forward, from new food concepts and technology to innovative store design and sustainability grants. Our signature food concepts and local marketing activity give stores a clear edge, while our sponsorships and community partnerships, from schools and local sports clubs to Special Olympics Ireland, help build trust, loyalty and lasting connections with shoppers. Q: How have your marketing, advertising and sponsorship initiatives strengthened consumer engagement and enhanced brand awareness? A: Community is at the heart of everything we do, and our long-standing partnership with Special Olympics Ireland reflects that commitment. Now in our 12th year as Platinum Sponsor, we were proud to support this year’s Ireland Summer Games, the country’s largest inclusive sporting event, involving more than 1,200 athletes. Gala also donated 45,000 bottles of water to help keep athletes, volunteers and families hydrated throughout the four-day event. Alongside our community partnerships, we continue to invest in consumer campaigns that drive footfall and build brand awareness. Earlier this year, our Spring Stays with Gala Retail promotion gave shoppers the chance to win almost €40,000 in IrelandHotels.com vouchers, and an upcoming activation for autumn will give shoppers another chance to win, helping to drive further engagement and footfall in stores. We also teamed up with Virgin Media Television for the second year of Ireland’s Best Baker and Junior Baker of the Year, delivering an integrated campaign across television, digital and in-store channels that celebrated local talent while encouraging shoppers into Gala stores.

A: Retailers continue to face pressure from rising costs, regulation and changing shopper expectations. Our role is to help them grow sales, protect margins and make confident decisions through experienced advice, useful technology and on-the-ground support. Every Gala retailer benefits from dedicated support from our Retail Operations and Fresh Food Executives, alongside the Head Office team, covering everything from merchandising and fresh food to business planning, store standards and new initiatives. We also run regular retailer meetings and workshops, creating opportunities to share best practice, discuss market trends and introduce new initiatives across the network. Whether it’s supporting a store refurbishment, developing a fresh food offer or helping retailers identify new growth opportunities, our approach is always practical and collaborative. We see ourselves as partners in our retailers’ success, providing the support they need to build strong, sustainable businesses for the long term. Q: What sustainability initiatives or environmental improvements has your brand introduced over the past 12 months? A: Our €500,000 Gala Greener Grants programme remains at the centre of our sustainability strategy. A further 10 grants have been awarded this year, helping retailers invest in projects that reduce both energy use and operating costs. Funding supports technologies including solar PV systems, refrigeration upgrades, and LED lighting. Q: How do you ensure your promotional strategy remains innovative, competitive and effective in driving sales for your retail partners? A: It starts with a clear understanding of what matters to shoppers: value, relevance and a reason to visit more often. We build activity around key seasonal moments, strong supplier offers and campaigns that can work at both national and local level. Retailer input is important too. Our teams work closely with stores to make sure promotions are practical, well timed and supported with the right in-store materials, digital content and social media activity. Our retailers play a vital role in bringing these campaigns to life, embracing in-store promotions and actively supporting activity through their own social media channels, encouraging shoppers into stores. Our GROW platform and regular retailer updates also make promotions easy for retailers to activate and adapt to local needs. We review performance data to understand what is driving response and how future campaigns can deliver a measurable impact on footfall; basket spend and sales. n

IN 12 MONTHS WE’VE Get In Touch

delivered

Arron Potts

STORES.

Head of Development +44 74426 26370 arron.potts@oreillyswholesale.com

Could yours be next?

Rum

Breakfast

Symbol Groups Ready to Drink & Seltzers

48 CATEGORY FOCUS Ready to Drink & Seltzers

Ready for takeoff Ryan Brennan examines the brands and trends shaping this dynamic drinks sector

eady-to-drink (RTD) beverages and hard seltzers continue to attract consumers looking for refreshing, convenient alternatives with lower sugar and calorie content. Premium spirits-based RTDs are also expanding the category, appealing to shoppers seeking quality and flavour The Irish RTD category is showing strong momentum, with sales worth almost €120 million and growth of 28% year on year, according to Jameson. This reflects the growing appeal of convenient serves that combine familiar flavours with portability, making RTDs increasingly relevant across both on-trade and off-trade occasions. Innovation remains central to the category, with brands exploring new flavour combinations, formats and alcohol bases to attract a broader range of consumers. Lowercalorie and no-added-sugar propositions are also gaining attention as consumers become more conscious of what they are drinking,

Keep summer 2026 going with High Noon After one of the best Irish summers in recent memory, it’s not quite ready to let it go. That’s why High Noon is launching its Keep Summer Going campaign this August with long-time ambassadors The 2 Johnnies, giving Irish consumers the chance to win their own personal home sauna setup. The temperatures may drop, but for one lucky winner, the summer vibes will be staying firmly in the back garden. Follow High Noon on Instagram for your chance to enter the Keep Summer Going campaign this August.

while premiumisation is encouraging shoppers to trade up to higher-quality products. Hard seltzers, cocktails, long drinks and spirit-based serves are helping to broaden the category beyond traditional RTD formats, while established brands are using strong

visual identities and limited-edition launches to drive interest. For retailers, the expanding range offers opportunities to appeal to consumers seeking convenience without compromising on taste, quality or the social experience associated with drinking.

High Noon Peach

Featuring a selection of fan-favourite flavours, it’s the perfect way for shoppers to discover the range or stock up for festivals, weekends away and late summer gettogethers.

RRP: €3.50 | 330ml | 4.5% ABV Peach is one of the fastest-growing flavour trends across the global drinks category, bringing juicy, fruit-forward refreshment to one of the world’s most exciting RTD brands. Made with premium vodka, real fruit juice and soda water, High Noon Peach delivers a crisp, refreshing serve that’s made for sunny afternoons, festivals and making the most of summer.

High Noon Raspberry RRP: €3.50 | 330ml | 4.5% ABV Bright, vibrant and refreshingly crisp, Raspberry is the latest addition to the High Noon range. Blending premium vodka, real fruit juice and soda water, it’s a refreshing flavour that’s perfect for everything from garden gettogethers to festival weekends.

High Noon four-pack at SuperValu and Centra Promotional Price: €9.50 | 4 x 330ML High Noon favourites Pineapple & Black Cherry four-packs are now available exclusively at SuperValu and Centra, giving shoppers even more reason to pick up High Noon throughout the summer.

High Noon Pineapple RRP: €3.50 | 330ml | 4.5% ABV A firm High Noon favourite, Pineapple combines premium vodka, real fruit juice and soda water with bright tropical flavour for a crisp, refreshing serve.

Summer exclusives Tesco festival pack

High Noon Vodka Soda

ShelfLife August 2026 | www.shelflife.ie

Promotional Price: €14.95 | 6 x 330ML Limited Edition, while stocks last Just in time for Ireland’s festival season, High Noon has launched a Tesco-exclusive Festival Pack.

Summer essentials

Rum

Breakfast

Symbol Groups Ready to Drink & Seltzers

50 CATEGORY FOCUS Ready to Drink & Seltzers

with Philip Lynch,

country manager, E & J Gallo Winery

Q. The ready-to-drink category has become one of the fastest-growing segments in alcohol. What consumer trends do you believe are driving that growth, and how is High Noon responding to evolving shopper preferences? A. Consumers today are looking for quality, convenience, and great taste. They want drinks that ﬁt naturally into social occasions without compromising on what goes into them. That’s one of the reasons we’ve seen such strong momentum behind premium spirit-based RTDs globally. High Noon has always been built around that idea. Made with real vodka, real fruit juice, and soda water, it delivers a refreshing drink with just 95 calories. ...As consumers become more discerning, they’re placing greater value on quality, and that’s exactly where High Noon has found its place. Q. High Noon has built a strong reputation in a competitive RTD market. What do you believe makes the brand stand out from its competitors, and why do consumers continue to choose High Noon? A. It starts with a great product, but brands aren’t built on product alone. Before High Noon arrived in Ireland, our longtime ambassadors, The 2 Johnnies, had already discovered it in the US and were openly calling

-196 named top performing ARTD at Beyond the Pale 2026 Launched in Ireland less than two years ago, -196 has quickly established itself as one of the standout success stories within the Alcoholic Ready-to-Drink (ARTD) category, becoming the top-performing ARTD brand at Beyond the Pale 2026. As the festival’s official vodka-based ARTD partner, Beyond the Pale marked -196’s first-ever festival activation in Ireland since launch, providing a major platform for the brand to connect with consumers. Through a high-energy presence and immersive brand experience, -196 resonated strongly with adult festival-goers, placing the brand at the heart of one of Ireland’s most exciting cultural events of the summer. The strong performance at Beyond the Pale marks another significant milestone in -196’s growth journey in Ireland. Building on this momentum, the brand continues to accelerate through a fully integrated nationwide marketing campaign spanning social media, influencer partnerships, digital advertising and impactful in-store activation designed to drive

ShelfLife August 2026 | www.shelflife.ie

for it to launch here. You can’t manufacture that kind of endorsement. What’s been particularly exciting since launch is seeing consumers make High Noon part of how they socialise. Whether it’s wearing the merchandise or choosing to be seen with the can, when consumers start accessorising with your brand, you know you’re building something much bigger than a product. For many Irish consumers, High Noon also brings back memories of J1 summers in America, where they first discovered the brand. Q. Innovation plays an important role in keeping the category fresh. Can we expect to see any new flavours or product innovations from High Noon hitting the market soon? A. Innovation is important, but we’re very deliberate about it. For us, ensuring we have the right pack types is equally as important as our flavour offering. This summer we’ve introduced Peach and Raspberry to the range, alongside a Tescoexclusive festival mixed flavour multipack. Every addition to the range has to give consumers a genuine reason to come back or be something they have been asking us for.

Philip Lynch, country manager, E & J Gallo Winery

A. More brands entering the category is a positive sign. It reﬂects changing consumer behaviour and introduces more people to premium spirit-based RTDs. The opportunity now is continuing to premiumise the category while building brands that become part of people’s lifestyles, not just another product on the shelf. Q. Looking ahead, what are your priorities for High Noon?

Q. As more brands enter the RTD category, what opportunities do you see for continued growth?

A. Our focus is simple: continue building High Noon brand awareness & trial by investing in the brand, supporting our retail partners, and growing distribution. The most exciting part is that momentum is increasingly organic. You can spend millions telling people you’re a great brand. It’s far more powerful when consumers tell each other. That’s exactly how we want High Noon to continue growing.

both awareness and shopper conversion. The campaign celebrates -196’s authentic Japanese heritage while bringing the brand to life in a modern, energetic and culturally relevant way for Irish consumers. Through bold creative and vibrant, taste-led messaging, -196 continues to showcase the unique innovation and craftsmanship behind the liquid, helping drive trial and engagement across the market. Steeped in Japanese heritage, -196 first launched in Japan in 2005 and has since

grown to become one of the leading brands within the ARTD category in its home market. Central to its success is its proprietary Freeze Crush Infusion Technology, a pioneering process, developed in Japan, that sets the brand apart from competitors. Whole fruit is flash-frozen using liquid nitrogen at –196°C, helping retain flavour characteristics at peak quality. The frozen zest, pulp and juice are then crushed into a fine powder and infused with vodka, shochu (a Japanese distilled spirit) and soda.

Suntory -196 Peach Vodka, Soda & Shochu

Suntory -196 Lemon Vodka, Soda & Shochu

Suntory -196 Grapefruit Vodka, Soda & Shochu

Ready to Drink & Seltzers CATEGORY FOCUS

West Coast Cooler continues to drive RTD growth in Ireland

Rum

As consumer preferences evolve towards lighter, more intentional drinking occasions, West Coast Cooler is reaffirming its position as Ireland’s number one RTD brand, delivering strong growth through flavour innovation, choice and relevance. The brand has enjoyed another exceptional year, growing sales value by over 63% MAT (Nielsen Total Scantrack), further strengthening its position as the leading ready-to-drink >>

Breakfast

Celebrating its 30th anniversary, WKD continues to make its mark as one of Ireland’s leading Ready-To-Drink (RTD) brands. With strong brand recognition, distinctive flavours and sustained marketing investment, WKD maintains broad consumer appeal and offers a compelling proposition for retailers across the off-trade. At the heart of the range is WKD Blue. Renowned for its signature flavour, vibrant blue liquid and instantly recognisable

WKD Original Blue Vodka

bringing the brand’s playful personality to a new generation of young adult consumers. The campaign is being activated across major multiples, cash and carry depots and convenience stores, with high-impact displays and point-of-sale materials maximising visibility and conversion at key seasonal trading moments. With the enduring appeal of WKD Blue, the bold proposition of WKD X and sustained investment in shopper marketing, WKD gives retailers a strong RTD offering with standout on-shelf presence, driving consumer demand, incremental sales opportunities and category growth. For sales enquiries, please contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie.

Symbol Groups

WKD builds on 30 Years of RTD success

branding, it remains a firm favourite with consumers, delivering strong rates of sale and repeat purchase for retailers. WKD’s diverse portfolio caters to a range of consumer occasions, with WKD X offering a bold alternative within the range. Combining the great taste associated with WKD with caffeine, taurine and guarana, WKD X comes in a 440ml can at 7% ABV and is designed for consumers seeking a more intense RTD experience. Available in Blue Raspberry, Mango Passion and the new Pink Pineapple, WKD X helps broaden the brand’s appeal and attract new shoppers to the category. Supporting the portfolio is WKD’s reimagined ‘Got A WKD Side?’ campaign,

Ready to Drink & Seltzers

The result is an ARTD with a crisp, intensely refreshing taste that delivers bold and authentic fruit flavour, while balancing vibrant citrus notes for a refreshing drink. This commitment to using whole fruit and advanced technology underpins the brand’s “Whole Fruit. More Flavour.” proposition, providing a strong point of difference in a rapidly expanding and increasingly competitive category. Available nationwide, -196 currently offers Lemon and Grapefruit, with the recent launch of Peach further expanding the range and giving consumers even more opportunities to experience the brand’s distinctive whole-fruit flavour credentials. Visit: www.suntory.com Whole Fruit. More Flavour.

Rum

Breakfast

Symbol Groups Ready to Drink & Seltzers

CATEGORY FOCUS Ready to Drink & Seltzers

RTD brands driving category excitement Four Loko

West Coast Cooler range

brand in Ireland. This momentum reflects the brand’s ability to stay closely aligned with changing consumer trends, particularly amongst Gen Z adults who are increasingly seeking moderation without sacrificing flavour or enjoyment. At the heart of West Coast Cooler’s success is a portfolio that combines refreshing taste with lighter credentials. The range now comprises four distinctive flavoured wine coolers: Original Tropical Flavour, Rosé Red Berry, Sunburst Peach & Mango, and the recently launched Apple Drop, a crisp blend of apple, lime, elderflower and matcha tea flavours. With an ABV of 4% across the range and calorie counts of just 93 calories for Original and 88 calories for Rosé, Sunburst and Apple Drop, West Coast Cooler offers consumers a lighter choice that fits seamlessly into today’s more mindful drinking occasions. Flavour and innovation continue to be key drivers of growth within the RTD category, and West Coast Cooler’s broad portfolio provides retailers and publicans with a range of options designed to appeal to a wide variety of tastes and occasions.

Big flavour. Bold personality. Four Loko continues to drive excitement in the RTD category with its distinctive range and standout shelf presence. Designed for consumers looking for something different, Four Loko delivers a unique drinking Tropical Four experience that keeps Loko shoppers coming back for more. Stock the brand that’s bringing energy and disruption to the category.

attract shoppers seeking premium quality and trend-led innovation. Make the most of a brand that delivers impact both on and off the shelf.

BeatBox BeatBox brings bold flavours, vibrant packaging and a fresh approach to the RTD category. Designed for social occasions and discovery, the brand stands out with its unique format and eye-catching shelf appeal. As consumer demand for convenient and flavourled drinks continues to grow, BeatBox offers retailers an exciting way to drive engagement and category growth. n

AU Vodka One of the most recognisable names in premium spirits, AU Vodka combines awardwinning liquid with iconic gold branding. With strong consumer awareness and demand across multiple flavour variants, AU continues to

BeatBox range

AU Vodka Juicy Peach

THE IRISH RTD SHOPPER # RANK NUMBER out of 207 Categories

SPEND DRIVERS SPEND

#68

Often buy extra on promotion

#87

Don’t mind paying more

#133

New or different (buy more)

#29

Buy because I feel like it

#65

IMPORTANCE SCORES Range

#59

Innovation

#48

Enjoy

#43

SHOPPING MODE BROWSE

#16

Interested

#44

Uncertain

#18

Enjoy the process

#22

RTDs are a Strong Spend Driver

Focus on Assortment and Innovation

An Enjoyable Experience is Key!

RTDs rank #68/207 categories for the ability to drive spend, and #29 for driving spend through innovation. Shoppers will pay or buy more to try something new or different.

It’s important to shoppers to enjoy shopping RTDs (#43 of 207 categories). They want to see a strong range that heroes innovation.

Shoppers want to browse and spend time in this category, due to interest or wanting to enjoy the process, but also due to uncertainty.

So What: Keep range fresh and watch out for any gaps, while using instore activation to help shoppers enjoy this category.

So What: Ensure blocking/navigation is clear to help shoppers make their choice, and highlight interesting/unique range to boost enjoyment.

So What: Call out innovation, special editions & new flavors.

Data from survey of c. 49,627 Irish shoppers, July 25 – June 2026. Shopper insights available for 207 FMCG categories in 2026

ShelfLife August 2026 | www.shelflife.ie

Caroline Reid, General Manager caroline.reid@shopperintelligence.com www.shopperintelligence.com

54 MARKET MOVERS

O’Donnells O’Donnells Sea Salt & Truffle and Sunday Roast

O’Donnells announces Rachel Allen partnership and launches two ‘delicious’ new limited-edition flavours O’Donnells, the creators of Ireland’s most awarded crisps, is delighted to announce this partnership with renowned chef, bestselling author and broadcaster Rachel Allen, with the launch of two brand-new limited-edition crisp flavours created in collaboration with Rachel: Sea Salt & Truffle and Sunday Roast. Bringing together O’Donnells’ passion for premium ingredients and Rachel Allen’s love of quality, flavour-led cooking, the collaboration celebrates the very best of Irish food. Rachel Allen curated and crafted these two limited-edition flavours, honing their flavour profiles to perfection. The launch marks an exciting new partnership with Rachel Allen to celebrate a shared commitment to quality ingredients, Irish produce and bringing people together through great food. The new Sea Salt & Truffle and Sunday Roast flavours are available nationwide for a limited time.

Froot Pops

Froot Pops launches into Ireland Froot Pops, the UK’s leading frozen fruit snacking brand, is set to make its Irish debut. Rolling out across the full Dunnes Stores estate (RRP €7.50 / 220g bag), three SKUs will be hitting the freezer aisle from next week: frozen raspberries coated in white & dark chocolate; strawberries coated in white & milk chocolate; and frozen raspberries coated in white & milk chocolate. Froot Pops has also secured significant support from Tesco Ireland, with its strawberries coated in white & milk chocolate and frozen raspberries coated in white & milk chocolate launching in 75 stores in the Republic of Ireland and a further 25 stores in Northern Ireland. The launch will be supported by an exciting cross-brand promotion with Crosta Mollica, offering two for €10 on any flavour pizza and a bag of Froot Pops. Find out more at: www.frootpops.com

Froot Pops Cherries in White and DARK Chocolate

Boost Boost Water+ Electrolytes Cherry

Boost Water+ leads next phase of investment in Ireland BOOST is stepping up its investment in Ireland with the August launch of BOOST Water+, taking the brand into the growing everyday hydration and functional drinks market. The zero-sugar electrolyte water has been created for consumers seeking convenient hydration with added benefits, whether starting the day, at work, exercising or managing a busy lifestyle. BOOST Water+ contains magnesium, chloride, zinc and sodium, alongside vitamins B12, B6 and B3. Its arrival gives retailers an opportunity to expand their functional drinks offering and generate sales beyond traditional energy occasions. The launch marks a significant expansion of the BOOST portfolio in Ireland. Part of AG Barr, BOOST has built a strong reputation for delivering great-tasting drinks at accessible prices, with a range spanning energy, sport and iced coffee. The wider brand will continue to be supported through Straight Up, BOOST’s bold marketing campaign celebrating its straightforward approach to energy. n

ShelfLife August 2026 | www.shelflife.ie

C-STORE AWARDS 2026

Setting the standard aisle by aisle Venue: Royal Marine Hotel, Dun Laoghaire, Co. Dublin Date: Thursday 26 November 2026

Enter today: www.cstore.ie Entry deadline: Tuesday, 1 September 2026 AWARD SPONSORS PLATINUM SPONSOR