ShelfLife July Issue 2025

Taking the lead

Recently elected national president Sara Orme, and vice president Flora Crowe of CSNA discuss their priorities as they step into their leadership positions

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Moment of truth

Brands that made it into the hearts, homes and baskets of consumers

Pay transparency

What retailers need to know about Ireland’s new rules

ShelfLife July 2025 Vol.32 No.7

Editor

DONNA AHERN

donnaahern@mediateam.ie

Staff journalist

RYAN BRENNAN

ryanbrennan@mediateam.ie

Contributors

CAROLINE REIDY

NIKKI MURRAN

PETER MURPHY

EMER HEALY

CHRIS MORRISH

Head of business

IAN MULVANEY (087) 2208486

ian.mulvaney@mediateam.ie

Account manager

MARK MORGAN (086) 8854930

mark.morgan@mediateam.ie

Circulation subs@mediateam.ie

Publisher JOHN McDONALD (01) 294 7744

john.mcdonald@mediateam.ie

Printing W & G Baird Ltd

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

Managing director

JOHN McDONALD Sales director

PAUL BYRNE Operations director

BILLY HUGGARD

Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18, A94 RP22

Telephone (01) 294 7776

Fax (01) 294 7799 ISSN: 1393 0753

The crackdown on retail crime gains momentum

It has been a productive month in the ongoing effort to tackle retail crime across the country. In July, it was announced that Gardaí are taking a bold step by releasing images of some of Ireland’s most prolific shoplifters. This initiative is part of a broader operation aimed at curbing retail theft in Dublin city and its surrounding suburbs.

Dublin Gardaí will ask the public to help identify these individuals, whose images will be shared on the Garda website and social media platforms.

Speaking with The Sunday Times, assistant commissioner for Dublin, Paul Cleary, explained: “The move is part of a wider operation to address organised shoplifting on the streets of the capital and protect retailers. We will be releasing both images and CCTV footage of people who are committing these types of crimes but haven’t yet been identified, in the hope that members of the public will recognise them - or that they will come forward themselves. I hope this will also act as a strong deterrent for anyone considering stealing from shops.”

He added: “We are adopting a pro-arrest policy for this type of crime.”

Supporting Cleary’s position, Vincent Jennings, CEO of the Convenience Stores & Newsagents Association (CSNA), said: “The CSNA welcomes the direction indicated by assistant commissioner Cleary and is hopeful this is the first in a series of necessary measures designed to redress the balance, which has too often favoured the wrongdoer over those of us who respect the rule of law.”

With a more assertive stance from law enforcement and growing public support, the tide may finally be turning in the fight against retail crime.

Contents July

Donna Ahern

COVER STORY

22 Leading the charge for local retailers: Donna Ahern caught up with recently elected national president Sara Orme, and vice president, Flora Crowe of CSNA about their priorities as they step into their leadership positions.

28 100 Master Brands at Home: Each year, Worldpanel by Numerator looks at which FMCG brands are connecting most with shoppers in Ireland. Emer Hughes, business development director, Worldpanel by Numerator reports

NEWS&ANALYSIS

FEATURES&REPORTS

20 I’m with the brand: Linda Djougang Ireland and Leinster rugby star, has joined the Aldi family as a brand ambassador in an exclusive chat with Ryan Brennan.

26 Raising the bar: Gavan Morris International business director, A.G. Barr talks to Donna Ahern about how the company has come a long way, from a small Scottish business to a global drinks group.

70 Blas na hÉireann: This year marks a significant milestone for Blas na hÉireann, Donna Ahern reports.

78 20 Quick questions: Fergal Carroll and Cathal Byrne, co-owners, Fierce Mild.

ADVISOR

16 Recruitment: As managers and leaders in retail, you’re lending beliefs all the time. Nikki Murran shares.

18 HR: Caroline Reidy reports about how the recently introduced EU Pay Transparency Directive will affect your business.

NEWSGRID

The top news stories in FMCG and retail from across Ireland

Tesco Ireland announces plans to create 400 new jobs

Tesco Ireland has announced its plans to create 400 new jobs across the country

These new jobs will bring Tesco Ireland’s permanent workforce to over 13,500 colleagues.

Among the career opportunities being offered across the country will be roles for customer assistants, grocery home delivery (GHS) drivers, and line managers.

AIB reveals large slowdown in service sector growth in June

The Irish services sector experienced a large slowdown in growth in June, but remains ahead of the rest of the eurozone and the UK, according to the latest AIB PMI.

The pace of growth in the sector declined to its lowest level since January 2024, as the rate of new business and hiring decreased.

The AIB services PMI is compiled by S&P Global from responses to questionnaires sent to a panel of around 400 service sector companies.

Fuel prices in Ireland surge in June: AA Ireland

Consistently increasing fuel prices continue to be a concern for Irish motorists, and AA Ireland’s June 2025 review shows yet another rise

While increases are modest, they demonstrate a continuous trend that strains household budgets already beset with expensive living expenses.

Paying for Electric Vehicles (EVs) remains stable and provides a cost-effective option for the majority

Fuel prices in Ireland have been steadily climbing in recent months.

According to the latest data from AA Ireland, both petrol and diesel have gone up by €0.01 since May.

While the increase may seem minor, it adds to the growing financial strain on everyday commuters and long-distance drivers.

Youth vaping rates drop by 28%

The proportion of 15–19-year-olds using e-cigarettes daily has fallen by 28% between 2023 and 2024, decreasing from a 12.9% incidence rate to 9.3%, according to new analysis of the Government’s annual Healthy Ireland survey

Responsible Vaping Ireland (RVI), says this is clear evidence of the positive impact of the December 2023 ban on the sale of vaping products to under-18s.

LEAD Network Ireland Chapter has launched a free Menopause Policy Guide for small and medium-sized companies in the retail and consumer goods industry

The guide, which has been developed by HR experts across a range of leading companies, will be available to all LEAD Network members to avail of completely free of charge

Daniel Browne, co-founder of Dawn Meats passes away

‘It is with great sadness’ that Dawn Meats has announced the passing of its co-founder, Daniel (Dan) Browne, today at the age of 88.

In a statement on behalf of the Board of Dawn Meats, the group expressed its deepest condolences to Browne’s wife, Kay, and his family at this difficult time Browne was a pioneering figure in Irish agriculture and made an outstanding contribution to the Irish agri-food industry and the meat industry in particular

Origin Green and Sustainable Enterprise Skillnet launch

Origin Green, Ireland’s national food and drink sustainability programme, has joined forces with Sustainable Enterprise Skillnet to launch a new accredited training initiative: Pathways to Supply Chain Resilience to support businesses as they contend with mounting supply chain pressures.

Gardaí to release images of shoplifters

Gardaí are reportedly making a bold move by beginning to release images of some of the country’s most prolific shoplifters as part of a continuing operation to stop retail crime in Dublin city and its suburbs.

Dublin Gardaí will ask the public to identify the individuals whose images will be posted on the force’s website and social media channels.

Aldi launches Big BBQ for Barnardos

In July, Aldi teamed up with its charity partner Barnardos to launch Aldi’s Big BBQ for Barnardos.

According to the discounter, this new initiative is designed to help raise funds for Barnardos Early Years and Family Support Services. ■

Compiled by Peter Murphy

The guys at Clifford’s Centra celebrating the sale of the record-breaking ¤250 million EuroMillions ticket

Clifford’s Centra, a third-generation, family-owned Centra store in the heart of Cork City Centre, is celebrating today after selling the winning ticket for the record-breaking €250 million EuroMillions jackpot.

The winning ticket was sold at Clifford’s Centra on Shandon Street owned by local businessman Ted Clifford, whose family has proudly operated the store for three generations over 95 years. Located in one of Cork’s most historic areas, the store has long been a trusted part of daily life for the local community offering more than just groceries, it’s a cornerstone of support, familiarity, and connection.

Store owner Ted Clifford and his team are overwhelmed by the news but remain grounded in their commitment to the community TCommenting, Clifford, said: “We’re absolutely thrilled that Centra Cork City Centre sold the winning ticket for the record-breaking €250 million EuroMillions jackpot. As a third-generation, family-owned store, this is a proud moment for us and a truly special day for the local community We warmly congratulate the lucky winner and are delighted to have played a part in such a life-changing event.”

Forest Feast launches new chocolate date duo

IGBF

Tour DE Grocer 2025 success

applauds Kevin Keating on his

Pistachio Crisp Milk Chocolate Dates are sweet dates layered with creamy pistachio nut butter and crispy wafer, finished with velvety Belgian Milk Chocolate

Salted Caramel Milk Chocolate Dates are generously drenched in Belgian Milk Chocolate and buttery French salted caramel flakes for the ultimate salty-sweet, chewy & chocolate delight.

Every batch is carefully handcrafted at the brand’s manufacturing facility in Co Armagh.

Bronagh Clarke, marketing director: “Forest Feast continues to grow +35% YoY in Ireland over the last 52 weeks. This growth underscores our efforts to deepen brand awareness and expand penetration. With our consumers increasingly seeking innovation, we are strategically positioned to grow the category by launching two exciting new flavours, further strengthening our competitive edge.”

The new products launch into Dunnes and Convenience stores from 7 July, with Tesco, Musgraves and Fine Food Stores following in September

They will be supported by in-store media, consumer press, sampling and social media.

The Irish Grocers Benevolent (IGBF) would like to extend Congratulations to Kevin Keating from Tennant & Ruttle on another very successful Tour De Grocer 2025. Keating along with many industry colleagues cycled a very challenging 300k route raising over €42,000k for the IGBF Kevin along with his committee (Barry Redmond, Enda Keegan and Fergal McNulty) would like to thank and acknowledge all who took part representing many different companies from the Irish grocery industry and also a very special thanks to all our sponsors.

Key sponsors:

Barilla was the main sponsor, with Heineken and Comans sponsoring the drinks reception at the BBQ and Rubicon Vits/Ballygowan for keeping all cyclists fully hydrated during the cycle Additionally Catch bars sponsored the 2025 Tour De Grocer cycle Jerseys and AG Barr kindly provided the lead car and support team was provided by Raycsports.

Planning already started for the next Tour De Grocer so please save the date for 17 and 18 June 2026 and if you have not joined this event before you are missing out on a truly memorable occasion so please pledge your interest to Hotel Solutions early if you wish to take part.

Highlights from the Tour De Grocer 2025

Forest Feast Salted Carmel Milk Chocolate Dates

Forest Feast Pistachio Crisp Milk Chocolate Dates

Clifford’s Centra celebrating the sale of the record-breaking ¤250 million

EuroMillions ticket

GROWYOUR BUSINESSWITH

Since we founded in 1959, O’Reilly’s Wholesale has grown from a small local distributor into a major player in the fast-moving consumer goods

sector, we supply over 6,000 products across Ireland and beyond.

remained unchanged.

While our business has evolved significantly over the decades, our

Maxol announces acquisition of three service stations in Dublin following CCPC approval

The Maxol Group recently confirmed it has received CCPC approval for the acquisition of three sites in Dublin, bringing to 248 Maxol’s nationwide network of sites across Ireland.

The multi-million Euro acquisitions announced by CEO, Brian Donaldson are part of Maxol’s five-year, €175 million investment strategy for growth further strengthening the Irish forecourt and convenience retailer’s portfolio in the capital.

The news follows Maxol’s acquisition of eight forecourt sites and 14 site redevelopments in 2024, as the familyowned business continues to invest in established successful businesses in local communities. The latest acquisitions are currently supplied by Maxol under a fuel wholesale agreement and owned by Johnny and Susan Brady:

• Spawell Auto stop, Spawell, Templeogue

• Coolquay Service Station, The Ward, Dublin 11

• Crosslands Service Station, Clondalkin, Dublin 22

The three sites will undergo over a €1 million retrofitting programme, including the introduction of Maxol’s store concept featuring the Maxol Deli and ROSA Coffee stations.

“These are excellent sites that have been operated to the highest of standards and in the coming months we will be further investing by bringing our latest innovative retail and forecourt model to each location, building on the already extensive range of eat-in and food-to-go options,” said Brian Donaldson.

“More than 40% of Maxol’s gross profit is generated from non-fuel services. Convenience retail, food offerings, car wash facilities, and new mobility solutions have become key drivers of our business growth.

Our strategy focuses on investing in high-potential sites that reflect the changing demands of our customers who visit their local Maxol not just for fuel, but for quality food, everyday essentials and a growing suite of products and services. It is our goal to have all three sites transferred and operating under the Maxol model by the end of the summer.”

The locations of the sites acquired by Maxol are in line with the company’s operating model of supporting local communities and all existing staff will have the option to remain at the respective sites, which will be operated under licence from Maxol.

Musgrave launches second series of

‘Growing Good Business’

Following the success of its inaugural series, Musgrave, Ireland food retail, wholesale, and foodservice company, is proud to announce the return of its original podcast series, ‘Growing Good Business’.

The second series launched yesterday (30 June) and continues to offer a compelling behind-the-scenes look at what makes Musgrave and its people unique

Still the first podcast of its kind in the sector, this second series builds on the strong foundations of series one

It features a fresh line-up of stories, insights, and conversations from across the Musgrave network – showcasing the scale innovation, and human impact of a 149-year-old family business that supports more than 41,000 jobs and serves one in three people in Ireland every day.

Comprising four episodes, the new series explores key themes that reflect Musgrave’s strategic priorities and values: Food Leadership, Innovation & Technology, Inclusion & Diversity, and Sustainability

Across each episode, listeners will hear from Musgrave colleagues at every level of the business – from senior leadership to operational roles

working in stores, distribution centres, and offices in Dublin, Cork, Wicklow, and Meath.

In a unique magazine-style format, interviews are recorded both in-studio and on-location, offering an immersive and authentic listening experience.

The first episode, launching 26 June, focuses on Food Leadership –highlighting Musgrave’s passion for quality produce, culinary innovation, and the people driving Ireland’s food culture forward.

Edel Clancy, director of Corporate Affairs at Musgrave, said: “We’re delighted to launch the second series of Growing Good Business, continuing to spotlight the extraordinary talent and innovation within our business.

“This series captures the breadth and depth of Musgrave – from food innovation and sustainability to inclusion and diversity – and celebrates the people who make our brands and retail partnerships so special.

“It’s a powerful way to share who we are and what we stand for, through the voices of our own colleagues.”

Patrick Haughey, founder and managing director of AudioBrand, added: “It’s been a pleasure to continue working with Musgrave on this one-of-a-kind project.

industry-first podcast

“Series two builds on everything we set out to do in the first series, while adding even more stories, perspectives, and energy from across the organisation.

“It’s a celebration of Musgrave’s people and purpose, and a brilliant example of audio storytelling in action.”

Episodes of ‘Growing Good Business’ will be published weekly and available to stream or download on all major podcast platforms as of yesterday. ■

Brian Donaldson CEO, The Maxol Group

(L-R) Edel-Clancy, director of Corporate Affairs, Musgrave and Patrick Haughey, founder and managing director, AudioBrand

PACKAGING WASTE WON’T GO AWAY BY ITSELF

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Dunnes Stores remains Ireland’s leading grocery retailer

Early summer spending boosts Irish grocery market by an extra €29 million, research shows

Dunnes holds 23.6% market share, with sales growth of 8% year-on-year, the latest Irish grocery data from Worldpanel by Numerator (formerly Kantar) shows

Over the latest 12 weeks, Dunnes shoppers returned to store more often, up 5.6% which contributed a combined €43.9 million to their overall performance.

Tesco holds 23.3% of the market, with value growth of 7.7% year-on-year Shoppers increased their trips to store by 4.4%, which contributed €34.1 million to overall performance.

SuperValu holds 20.2% of the market with growth of 5.6%. Consumers made the most shopping trips to this grocer averaging 25 trips over the latest 12 weeks, this is the highest shopping trips seen since July 2023.

This increase in the number of shopping trips contributed an additional €51.7 million to its performance.

Lidl holds 14% market share, up 8.5%.

Lidl recruited new shoppers in-store, while encouraging consumers to make larger trips, resulting in an additional €13 million in sales.

Aldi holds 11.8% market share, up 6.4%.

Increased store trips and new shoppers drove an additional €26.9 million in sales.

Hot weather

Abnormally hot weather over the last two months and the June bank holiday have seen Irish shoppers out and about more often, with take-home value sales up 5.7% over the four weeks to 15 June 2025, compared to the same period last year

According to the latest grocery data from

An update on inflation

Worldpanel by Numerator, shoppers were in store an average of 22.7 times during June, contributing an additional €28.8 million to the market’s overall performance.

This is the highest summer frequency recorded since June 2021 when frequency was an average of 21.4.

Grocery price inflation currently stands at 5.3% compared to the same 12-week end period last year Emer Healy, business development director at Worldpanel by Numerator commented: “The rise in average prices is clearly affecting both sales performance and shopper behaviour

“As grocery bills rise alongside other household expenses, Irish consumers are cautious with their spending and actively seek out promotions to secure the best value.”

“As grocery bills rise alongside other household expenses, Irish consumers are cautious with their spending and actively seek out promotions to secure the best value.”

Grocery price inflation currently stands at 6.3% compared to the same 12-week end period last year

Summer celebrations

Healy highlighted that unusually sunny kickoff to the summer in Ireland alongside the June bank holiday was a cause for celebration for many people

“Thanks to the warmer weather, we saw shoppers picking up more suncream compared to the same time last year (+6%) but also looking for ways to cool down and freshen up,” she added.

“Shoppers spent a combined additional €11.6 million on prepared fresh fruit, water and dilutes, smoothies and juices. Convenience was also a priority as the sun shone with an additional €2.4 million spent on chilled ready meals.”

Shoppers spent €802 million on promotional lines during the latest 12-week period, a 15.7% increase compared to the previous year

Key categories saw significant growth, including table sauces, fabs and mixers, carbonates, frozen confectionery, beer and cider, all growing ahead of the total market for promotional lines.

Brands and own label both performed strongly, growing at 6.2%. Shoppers spent an additional €197 million on these ranges versus last year

Own label

Own label overtakes brands in value share of the total market at 47.3%, compared to brands with a 47.1% value share.

Premium own label experienced doubledigit growth (+15.3%) over the 12 weeks, outperforming the total market (+6.9%) and both brands and total own label.

This growth has resulted in a 4.1% value share for premium own label compared to 3.8% last year Retailers must continue to find a balance between delivering compelling value and navigating rising operational costs.

Online sales

Total online holds 5.9% value share of the market and sees sales rising by 9.1% year-onyear, with shoppers spending an additional €17.5 million through this channel. Over the latest 12-week period, shoppers purchased their groceries more often online, up by 8.9%, contributing €16.9 million to its overall performance. ■

Dunnes Stores, Roscrea, Co. Tipperary

CSNA NEWS

SARA

National president, CSNA

New CSNA website: You spoke, we listened!

After the success of our online survey, members shared their desire for an enhanced website experience, and we made it happen.

We are thrilled to announce that our brand-new website, designed with you in mind, launched in May 2025. Our goal was to create an intuitive, user-friendly browsing experience for both our valued members and retailers, making it easier than ever to access the information and resources you need.

All members will now need to register for access to the members exclusive portal on the new CSNA website.

What’s new?

✓ Sleek design and improved navigation

✓ Expanded content

✓ Exclusive members portal

✓ Improved security

Sleek design and

improved navigation

Our website boasts a fresh, modern look designed with the user in mind to help you find what you’ re looking for quickly and easily the layout ensures a seamless experience whether you’re visiting from a desktop, tablet or mobile device

Expanded content

We’ve expanded our content to include more comprehensive information about what we do, our services and why you should become a member of CSNA from insightful blog posts and informed news feed, our website is a one-stop resource for all your needs.

Exclusive members portal

We’ve created a new portal to give CSNA members easy access to a wea lth of exclusive resources. This includes HR materials, essential documents, training videos, health & safety advice, marketing tools, and much more. As a valued CSNA member, your portal is your gateway to industry insights, expert advice, and exclusive benefits designed to support your business. Stay informed with the latest updates, access invaluable resources, and find the tools you need to succeed in the competitive convenience and newsagent sectors.

Improved security

Your safety is our priority. We’ve implemented the latest security measures to protect your data and ensure secure browsing experience. Forgot your password, no problem you will be able to reset your password via the new website.

Energy drinks: No age restriction (yet)

There is currently no nationwide statutory legal age restriction for the sale of energy drinks.

While some retailers have voluntarily implemented a minimum age requirement, typically limiting sales to those aged 16 and over, this does not have the force of law underpinning it.

A number of non-governmental organisation’s (NGO’s) have recently commenced agitation to the Irish Government to get them to carry out their commitment in the Programme for Government

to “explore restrictions on the sale of high-caffeine energy drinks, including a ban on their sale to children”.

A private members Bill entitled “Public Health (Restriction on Sale of Stimulant Drinks to Children) Bill 2025 was introduced in the Seanad in May, and while further stages of the Bill were delayed due to a Government amendment seeking to return to the House within 18 months with its considered views, it is obvious that the principle of restricting the sale and limiting the advertising of energy drinks will

find favour with the Department of Health once they can find sufficient scientific evidence to warrant such action.

One area of concern to retailers will be the additional level of compliance required and possible on the spot fines for failure to satisfy a test purchase by a volunteer minor. There are suggestions in the Private Members Bill that vending machines that are accessible to under 18s could not stock energy drinks, and similar restrictions for online sales yet it is quite obvious that none of these constraints were discussed with the people most affected, the businesses!

Vague suggestions by the Minister of State during her response to the Bill that there would be stakeholder consultations run hollow when recent histories of so-called consultations are considered.

We can only hope that the new Minister, her advisors and her Ministers of State with responsibility for Food Safety will, in advance of considering the course they wish to consider, hold meaningful discussions with the representatives of retailers rather than following the past formulae of prepopulated questionnaires that have an outcome already agreed.

CSNA NEWS

CSNA NEWS

ORME

A smugglers dream come trueDepartment of Finance overrules its own experts and chooses to ignore the efficiency of tax stamps for new vape excise system.

Ireland operates a tax stamp system for cigarettes and roll your own tobacco products.

Cigarettes and roll your own tobacco products must bear an Irish tax stamp. Otherwise, the products are liable to be seized by Revenue.

CSNA members are frequently visited by officials from customs and excise-revenue who check our stock of excised products to ensure that we are compliant and do not have contraband products on sale.

There are no reported instances of any registered tobacco products retailer having been detected

selling products that did not have the appropriate excise paid, courtesy of the ubiquitous and very public tax stamp.

It is, without doubt, the best, most effective and efficient tool to combat evasion and ensure compliance within our sector.

That is why the decision by the Minister of Finance to initiate a selfdeclaration system for excise compliance is an absolute disaster waiting to happen and will lead to a Wild West of tax evasion and smuggling, removing tens of millions of euro in sales and exchequer revenue from legitimate businesses and furthering criminality and lawlessness.

It’s not too late- insist on tax stamps for vaping products to your TDs now. ■

Cross Centra Rathangan’s remarkable debut in rural Kildare

Andrew Cross, owner, Centra Rathangan, spoke to ShelfLife about local roots, rapid growth, and community-focused retail

When Centra Rathangan opened its doors on November 1, 2024, it marked more than just the launch of a new supermarket, it was the homecoming of a local name deeply rooted in the town’s heritage Nearly six decades after leaving Rathangan, the store’s owner returned to open a state-of-the-art 6,000 sq ft Centra, incorporating a 5,500 sq ft retail space complete with a post office, deli, and a host of fresh local offerings Backed by the well-known Cross family legacy, which includes the construction of the local church and a long history of community involvement,

the store has become a standout store in the area

Designed as a prototype for Centra’s newest convenience format, the store has exceeded all expectations, trading at 80% above initial forecasts. Employing 30 staff mostly locals and building strong community ties from the outset, Centra Rathangan blends modern retail with hometown values From supporting local clubs and TidyTowns initiatives to offering real value amid a cost-of-living crisis, it’s clear that this store isn’t just about groceries, it’s about revitalising and re-investing in a proud Kildare town

“We’re performing 80% above expectations, and footfall continues to grow, every department is thriving, which is incredible for a store just eight months old.”

(L-R) Samantha Vaughan, group fresh foods manager, Mike Kearney, group store support manager, Ali Faisal, store manager and Conor O’Toole, assistant manager outside Cross Centra Rathangan

Andrew Cross, owner, Cross Centra Rathangan

Delivering value in challenging times

In an era of rising living costs, Centra Rathangan has made strong value a cornerstone of its offering. From weekly promotions to an extensive own-brand range, the store is designed to meet local needs without forcing customers to travel further afield.“We were conscious that being in a rural location, we needed to deliver value across staple grocery lines,” said Andrew Cross.

Key initiatives include a“value wall” stocked with everyday essentials, regular three-week national promotions, and locally distributed offers leaflet “Centra is famous for its Own Brand range and our customers are really responding to the savings,” he added. The store also leans into Centra’s strengths in off-licence value and fresh food deals, ensuring that customers see real savings on their weekly shop, an important reassurance during tighter economic times.

From heritage to high performance

Centra Rathangan may be just eight months old, but it has already established itself as a standout success story in rural retail Opened in November 2024, the 6,000 sq ft store, including a 5,500 sq ft retail space and integrated post office, has significantly outperformed expectations.

“We’re performing 80% above expectations,” said owner Andrew Cross,“and footfall is steadily growing.” Designed as a prototype for Centra’s newest convenience format, the store offers everything from Frank & Honest coffee to Moo’d Ice Cream, but its true strength lies in fresh food “All departments are growing at the same pace,” Cross added, highlighting the store’s broad and balanced appeal.

Community roots and modern retail

For Andrew Cross, opening Centra Rathangan was more than business, it was about coming home.“My father and his father were born in Rathangan,”he said. “The Cross name is synonymous with the town.”

Employing 30 staff, the majority from the area, the store is a modern retail space grounded in community values

“We made a conscious effort to support locals in any way we could,” Cross noted. Events like the opening weekend showcase, Christmas fair, and upcoming town

clean-up day underline the store’s commitment to becoming a meaningful part of local life. ■

“We built this store with the community in mind, from local staff to local builders, it’s something Rathangan can truly be proud of.”

The bakery section of Centra Rathangan

Store interior Cross Centra Rathangan

Deli counter at Cross Centra Rathangan

The beliefs we borrow and the ones we lend

As managers and leaders in retail, whether you’re running a supermarket, leading a convenience store, or overseeing a district of discounters, you’re lending beliefs all the time.

Nikki Murran shares

There’s a concept doing the rounds lately that I’m obsessed with: ‘borrowed beliefs.’ The idea is simple: many of the things we believe aren’t truly ours. They’ve been handed to us by family, friends, bosses, or society. We absorb them, often without question, and they shape the way we see the world.

In recruitment, I see it every day: candidates limiting themselves based on beliefs that were never truly their own.

“I’m not management material.”

“Area manager roles are only for men. ”

“You can’t switch from convenience to multiples.”

None of those statements are inherently true, but they get repeated so often, people internalise them

But here’s where it gets interesting: if we can borrow beliefs, we can also lend them. And as managers and leaders in retail, whether you’re running a supermarket, leading a convenience store, or overseeing a district of discounters, you’re lending beliefs all the time, whether you realise it or not.

Beliefs are contagious—so make sure yours are worth catching

Years ago, when I was managing in the discount sector, I worked under a regional manager who had a firm belief:“Every store can be top performing with the right attitude.” He didn’t just say it; he lived it. He visited stores with a notepad full of ideas, empowered his managers, and always asked,“What do you need to hit target?” Not“Why are you behind target?” – it was a subtle shift, but one that lent us belief in ourselves

I saw managers go from stressed and defensive to ambitious and proactive. They started believing their stores could top the leaderboard because someone believed it first. That belief spread like wildfire. Sales rose, shrink dropped, and morale skyrocketed.

Contrast that with another experience in a different retail group.

The area manager’s favourite saying?“Head office always messes it up.” That single borrowed belief trickled down like a slow leak Store managers blamed“the office.” Supervisors passed the buck. Staff stopped suggesting ideas. What’s the point if it’s all going to be ignored or messed up?

As leaders, we are walking belief-lending libraries. Every casual comment, about head office, about customers, about“young staff these days” is potentially being adopted by your team

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

Mind the message beneath your message

When you say to your young managers,“Shift work is tough, but that’s retail for you, ” are you lending resilience or resignation?

When you suggest that“you can’t trust part-timers to go the extra mile,” are you lending caution - or quietly discouraging initiative?

Your beliefs become your team’s atmosphere. So, ask yourself: are you creating a store culture of blame or ownership? Burnout or balance?

Recruitment: where borrowed beliefs really show up

We often see hiring managers unintentionally carry over limiting beliefs into interviews or promotion decisions.

Like when they assume a candidate from the convenience sector“won’t cope with structure” in a multiple Or that someone without formal education“won’t manage systems or KPIs.” Or that“you need ten years in the business” to take on a regional role

I’ve worked with hundreds of retail candidates over the years who only progressed when someone took a chance on them, when a manager lent them the belief that they could do it

The most forward-thinking hiring managers I work with. They focus on mindset, attitude, and potential. They actively challenge their own assumptions. And more often than not, they end up with stronger teams because of it.

Spotting borrowed beliefs in your staff

• A deli assistant who says she’s“not cut out for supervising.”

• A young man who won’t apply for a trainee manager role because“I didn’t go to college.”

• A night packer who jokes,“I’ll never get off these shifts.”

What if you stopped them in their tracks? What if you said,“You’ve got what it takes, I’ll help you build the skills,” or“That’s not a rule, it’s just something someone once said.”

Be the belief-lender they need

The Irish grocery sector is full of people who started as shelf stackers and now run regions. I’ve placed dozens of them over the years. What separates them isn’t always talent- it’s belief Often, someone, somewhere, lent them one they could use.

So, here’s your challenge this month: tune into the beliefs you’re lending. Are they opening doors or closing them?

Let your belief in your people be the spark that lights something bigger Because while borrowed beliefs can limit, the right ones, shared with intention, can empower, uplift, and transform and make your store an incredibly attractive environment for your new hires! ■

Pay transparency: What retailers need to know about Ireland’s new rules

Caroline Reidy reports about how the recently introduced EU Pay Transparency Directive will affect your business

Each EU Member State, including Ireland, must incorporate these provisions of the EU Pay Transparency Directive into national law by June 2026, with reporting guidelines coming into effect in 2027. The new legislation’s goal is to boost pay transparency and tackle gender pay gaps in all sectors, including retail.

CAROLINE REIDY

Managing director

The HR Suite

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

Here’s what you need to know:

Key employer responsibilities

Gender pay gap reporting

• Employers will need to report gender pay gap data, broken down by categories of workers that do equal value/equal work, and basic vs variable pay.

• If there is a pay gap of 5% or more and this cannot be objectively justified, a joint pay assessment with worker representatives will be required.

Pay transparency in recruitment

• Employers will have to disclose salary ranges in job advertisements however there has been major push back on this requirement, so there may be changes to this prior to implementation

• Employers will not be able to ask candidates about their previous salary history.

Employee rights to pay information

• Employees will have the right to request the average pay levels, broken down by gender, for workers performing the same or equivalent roles.

• Employers will need to provide this information within two months of the request.

Prohibition on pay secrecy

• Employers will not be able to prevent employees from discussing their salaries.

• Pay discrimination cases will in turn have stronger enforcement.

What employers should do now

• Start to review current pay structures to ensure compliance with transparency requirements.

• Prepare for gender pay gap reporting by assessing pay differences across equal worker categories.

• Assess recruitment policies and look to start incorporating salary ranges in job postings & remove all questions on previous history.

• Train HR teams on new obligations, including responding to employee pay information requests.

• Monitor legislative updates, as Ireland is still finalising the Pay Transparency Bill to implement these changes.

Gender pay gap reporting has reduced thresholds this year, meaning more employers than ever are required to prepare these reports. From the 1 of June 2025, employers with 50 or more employees will be required to publish their gender pay gap report, this is a change from the previous year’s requirement of businesses with 100 employees or more

The report needs to factor in all employees, even those who are parttime or have a fixed term contract and it must also factor in basic salaries, bonuses and benefits of any kind These reports will also be fully searchable, allowing members of the public to more easily compare organisations.

The reporting regulations also require employers to report their gender pay gap noting specific statistics each year, along with the measures that are being taken to eliminate/reduce any gender pay gap.

The key gender pay gap statistics employers are required to report on include:

• Mean and median pay gaps;

• Mean and median bonus gaps;

• The proportion of men and women that received bonuses;

• The proportion of men and women that received benefits in kind (‘BIK’) ; and

• The proportion of men and women in each of four equally sized quartiles.

The Minister for Children, Equality, Disability, Integration and Youth of Ireland is due to create an online pay gap reporting portal which is expected to be launched in Autumn of this year

With more employers than ever before needing to prepare for gender pay gap reporting, now’s the time to get ahead. Start identifying any pay gaps and act before the spotlight turns on organisations.

Legal action

It may seem like the retail sector wouldn’t be heavily affected by new pay transparency laws However, the ongoing Asda equal pay case in the UK shows just how significant the impact can be.

The case began in 2014 and is centred on whether Asda’s predominantly female shop-floor workers are being paid less than their mostly male counterparts working in warehousing, potentially in breach of equal pay legislation. The claim argues that the shop floor workers were earning up to £3.74 (€4.36) less per hour, despite performing work of equal value to the warehousing staff.

The legal process has three stages So far, the shop workers have won the first two stages, with courts agreeing that their roles are both comparable and of equal value to those in the warehouse centres. The final stage will be determined by whether Asda can provide a justifiable reason for the pay differences between the groups.

If the claim succeeds, it could set a major precedent for the grocery retail industry potentially costing Asda billions of pounds in back pay and reshaping the structure of pay across the sector

These UK based cases have implications in Ireland as UK case law is considered persuasive in Irish tribunals and with many retailers operating across Ireland and the UK this may well prompt challenges to uphold equal pay for equal work

If you require further support or advice relating to HR, please do not hesitate to contact us at info@thehrsuite.com / (066) 7102887. For more information visit www.thehrsuite.com or read our blog. ■

Power and purpose

Linda Djougang, Ireland and Leinster rugby star, has joined the Aldi family as a brand ambassador. In an exclusive chat with Ryan Brennan, Djougang shared insightful information about the partnership as well as her rugby experiences, coming through the ranks and preparing for a big summer at the 2025 Women’s Rugby World Cup

The annual Aldi Play Rugby (APR) National Festival took place in the Aviva Stadium earlier this year, celebrating another milestone year for the school programme Over 350 children from 19 primary schools around Ireland came together in the home of Irish Rugby and followed in the footsteps of their rugby heroes by taking part in the blitz.

Aldi has partnered with the Irish Rugby Football Union (IRFU) since 2016, providing

substantial investment in the APR programme

It is a non-contact primary school rugby programme developed by the IRFU and supported by Aldi. It offers primary school students a safe and fun introduction to rugby, aiming to encourage children to get active, participate in regular exercise, and eat healthily

As part of the programme, schools are offered access to invaluable resources including sessions with community rugby officers, online coaching

resources and free coaching equipment.

The programme has been a resounding success, with participation skyrocketing by more than 90% since Aldi first came on board. 2023 saw the highest engagement of any APR programme year to date, with over 126,000 students from 724 schools across Ireland participating.

Aldi recently extended its partnership with the IRFU for another four years, which will see it continue as the official Fresh Food partner until 2028. Aldi will continue to offer meaningful investment and support to APR, ensuring that children all over Ireland are given the opportunity to get involved in rugby, meet their heroes and be encouraged to embrace healthy habits.

One of the APR brand ambassadors, Linda Djougang, took a break from her 2025 Women’s Rugby World Cup preparation to chat with ShelfLiferegarding the programme and her career

Linda Djougang, Ireland and Leinster rugby player and Aldi brand ambassador

2025 Women’s Rugby World Cup

Excitement continues to build as the 2025 Women’s Rugby World Cup edges closer New to her role as APR brand ambassador, Linda Djougang, continues to balance her on and offpitch roles.

Ireland kick off their World Cup campaign on Sunday, 24 August at 12pm as they take on Japan in Franklin’s Gardens, Northampton, England.

Djougang strives to bring her notorious power and passion from the field to her partnership with Aldi.

She said: “The Aldi Play Rugby programme aims to encourage children to get active, participate in regular exercise and eat healthily.”

The Irish rugby star touches on the obstacles that she has come across as she rose through the ranks to play for Leinster and Ireland. When speaking on inspiring young boys and girls, Djougang said: “When you have a dream, there’s going to be obstacles in the way, but you can’t give up

“Those obstacles are there to challenge you, to test you, to see if you want this”, she added.

Linda’s career

The 28-year-old Leinster and Old Belvedere player spoke on how she merely fell into rugby, by signing up to a “social thing” before being unable to take her name off

Djougang is well equipped with the demands of playing rugby on the international stage,

saying: “At international level, we look at where you can criticise, where can you get better, where are the flaws?”

She admits she does not have to make many adjustments when training for different levels, club, provincial and international.

Djougang said: “I don’t have to make a lot

of adjustments in the way I train. It’s the same thing because going back to Leinster or Old Belvedere, you hold yourself to a standard.”

Connectivity

Although Djougang has been playing rugby since she was 17 years old, she does enjoy her time away from the pitch too.

She holds her family in high regard and strives to connect with them anytime she is away from camp

One aspect of connecting with her family when away from rugby is that they “don’t know much about rugby” and in turn, they speak very little about it.

Djougang has seen it all when it comes to the sport, from beating the world champions, New Zealand, in Vancouver to preparing for a busy summer ahead, she does enjoy time away.

These family members are her role models, she adds. She said: “They understand the journey I have been on to get here.” ■

“Aldi Play Rugby programme aims to encourage children to get active, participate in regular exercise and eat healthily”

Djougang participating in the Aldi Play Rugby programme

Djougang high-fiving a student

Leading the charge for local retailers

Donna Ahern caught up with recently elected national president Sara Orme, and vice president Flora Crowe of CSNA about their local retailer priorities as they step into their leadership positions

The Convenience Stores & NewsagentsAssociation (CSNA) – the voice of independent retailers across the country – recently elected Sara Orme,owner of Daybreak Delvin,as its national president,and Flora Crowe,owner of Crowes Sixmilebridge,as its vice president.Since its founding in 1988,CSNA has grown to represent over 1,500 retailers nationwide.Its mission is simple: to support,empower,and advocate for convenience stores, forecourts,newsagents,and small retailers who are at the heart of their local communities

With such a vital role in the retail sector,ShelfLife sat down with Sara and Flora to learn more about their vision for the association and what it means for independent retailers across Ireland.

Sara Orme, national president of CSNA and owner of Daybreak Delvin

Q:Daybreak Delvin has become a staple in your community - what do you think has been the key to your store’s continued success?

A:In 2006,my partner Paul purchased the site located on the N52 on the outskirts of DelvinVillage It was a traditional 1970’s rural style petrol station with two pumps,a canopy and a small narrow shop DelvinVillage has a population of approximately 1,000 people and a large hinterland and strong passing traffic.We traded in the old shop,whilst constructing a new shop which we moved into inApril 2007.We opened under the Daybreak symbol,we we’re one of the earlier retailers to sign up to,at the time,was Musgraves newest partner opportunity and we have traded with them ever since.

(L-R) Sara Orme, national president of CSNA and owner of Daybreak Delvin and Flora Crowe, vice president of CSNA and owner of Crowes Sixmilebridge

Q:How do you balance the day-to-day demands of running a busy convenience store while maintaining growth and innovation?

A:Over the years we have become embedded in the local community,employing local people,most of whom are in walking distance or a short drive to the store.We have staff who have worked here as long as us We employ many young people for their first employment,usually they start with us duringTransitionYear work experience and many continue with us on a part time basis as they progress through school and university.

Over the years we have continuously reinvested in the store,initially adding an instore bakery,then an off-licence, developing a 26-space customer carpark to then introducing electronic shelf edge labels and the Kelsius monitoring system, more recently adding an outdoor seating area and a Re-Turn machine.As a community store you need to be constantly changing and adapting to what the varied needs and wants of the customer,from ready meals,coffee and pastries,healthy on the go snacks,gas cylinders to solid fuels & kerosene We are always adding to our range,recently introducing a range of latest bestseller book titles into our news and magazines section.We also like to stock numerous Irish food producers such asAchill Sea Salt,Miena’s Nougat,Kilbeggan Foods, Sisu Juices and The Happy Pear which fit in well with our current grocery offering.We also offer all the services which include Lotto,anATM,DPD & Fastway Parcel collection, Payzone Billpay.

Q:What has been your proudest achievement as a business owner over the past year?

A:In the past year we have completed a revamp of our Forecourt updating our EMO branding,replacing the old canopy and fuel price Stanchion switching old halogen lights with more energy efficient LED lighting,this gives the site a brighter more modern look whilst also saving on electricity cost We replaced the fuels pumps and added a 24 hour pay at pump feature which has been very well received by our customers who can now purchase diesel or petrol when the store is closed.We are currently in the process of remodelling the shop and will soon add a seating area and new deli layoutit’s important to keep modernising and providing a fresh environment for our customers and our staff

Q:Have you introduced any new products,services,or technology in Daybreak Delvin that you believe has elevated your business?

A:The introduction of Electronic Shelf Edge labels has been very beneficial to us in making time saving and labour efficiencies around price changes,setting up and highlighting promotional activity.We have the price comparison features on our SEL’S which highlights any products that are cheaper thanTesco - whilst a convenience store can’t compete with a large multiple on all price it’s refreshing to see how many items in each department we are actually cheaper on - it gives confidence to the customer that there is value to be got in our store and it really strengthens our value message. We also use the Kelsius system in our deli and for monitoring all the refrigeration on site.Having lost two freezers of stock,due to human error,in quick succession one summer,acquiring a monitoring system which alerts my phone if a fridge remains out of temperature range for a period of time was a no brainer! It’s a very clever system which has saved money,and time lost from dealing with disposal of stock after a fridge loss.It has also added efficiencies in our deli - all temperature recording is now digital,precise and time stamped - no more pen and paper records which are time

consuming and bring their own cross contamination risksKelsius is a must for every store who rely on refrigeration and temperature recording.

Q:In such a competitive retail environment,what strategies have helped you stay ahead?

A:Within our business we place a lot of emphasis on understanding our customers ’needs which allows us to determine which product ranges and services we should be providing to our customers within our local community We strive to stay updated with current trends and changes in the sector,we ensure that our store remains modern and inviting for both our staff and customers

Q:Congratulations on being elected CSNA president. What does this new role mean to you personally and professionally?

A:It’s a great privilege to be the president of the CSNA following in the footsteps of many great retailers who have held the role since the CSNA was founded in 1988.Together with my fellow board members,who all run their own stores, we will continue CSNA legacy of advocating for all our retailers.We will work together to be the trusted voice in the areas that matter to all retailers,be it with the relevant Government ministers andTD’s and their official Departments,in areas such as Insurance Reform,with Gardaí at local and national level,with suppliers and wholesalers.You can be assured that CSNA will not only be in the room but at the table of the meetings that are most important to our sector.

Q:What immediate priorities do you have as you step into this leadership position?

A:With the recent launch of our new sleek website,we have developed a robust strategy to enhance our communication with all our members.Vincent [Jennings],Laura [Kelly],and Amy [Stafford] are always available by phone for any member requiring assistance.We are also eager to welcome new members; since the onset of COVID,there have been

23 INTERVIEW

numerous ownership changes in stores,and we aspire for the CSNA to be a reliable partner for these new retailers,offering help and support whenever they need it

Q:How do you hope to represent and support fellow store owners across the country in your presidency?

A:LastAutumn in conjunction with Shelflife,CSNA ran the Stop CrimeAgainst Retailers (SCAR) campaign.Many of things we sought at the time,such as stronger legal protections for retailers,including defamation law amendments,were included the new Programme for Government CSNA wants to ensure that the Government carries through with these commitments especially now at a time when security and retail crime is having a big impact on our businesses and the people working in our stores This increase in retail crime is leading to increased security costs and wage costs with some shops having to employ additional security staff We had called for a streamlined process for the quick return of stolen goods to help businesses recover their losses,at this point we would like the enforcement of the 2015 FinesAct in every court,leading to the perpetrator be enforced to pay back from their source of income

The Judicial Review on tobacco licensing is a strong example of the work CSNA undertakes on behalf of our members.Collectively as a group we felt we were left with no other option but to seek this review Once we were aware that a new tobacco licensing system would be coming in the future, we sought to work with the HSE and Department of Health - but our request to meet fell on deaf ears We are not opposed to a licencing system in fact at a time when up to a third of all tobacco smoked in the country is reported to be counterfeit, we welcome it,we just want the licence fee to be fair and transparent.The €1,800 cost is effectively a 3,500% increase –which is massive.Cigarette prices are regulated so how do we recoup costs? The fee can’t go on to the selling price of the cigarettes – so where does that cost go? In line with this we want to see a tax stamp on all vape products – to ensure that the public can identify if it is legal or counterfeit

This is only a snapshot of the work the CSNA does on a daily basis.There is a vast array of work done by the association on behalf of members every day.

Q:As a businesswoman and now national president,how do you see your role in inspiring more women to enter retail leadership?

A:I feel incredibly fortunate to have Flora Crowe as my vice president.She brings a wealth of retail experience,having managed and taken over her parents’stores Reflecting on our recent election to these roles,I considered the significant progress women have made in prominent positions within the retail sector compared to when I began my career nearly 20 years ago,a time when most decision-makers were men.

Now,I take great pleasure in sharing my journey with a growing number of women.The CSNA National Executive now comprises four women,as does the Daybreak Retail Council,where I have been a member for over a decade. Additionally,there is a strong representation of female store owners under the Daybreak brand in my region,led by Rachel Malone,our Daybreak business development manager The recent appointment of JanineWatson as head of retail sales at Musgrave Marketplace further demonstrates that women are making strides at all levels in retail.

CSNA proudly supports the initiatives of Irish Grocers Benevolent Fund (IGBF) and itsToday’sWomen in Grocery (TWIG) event is a wonderful celebration of women’s contributions to retail It’s always inspiring to witness women collaborating and advancing within their respective field.

Sara Orme, national president of CSNA and owner of Daybreak Delvin

Flora Crowe, vice president of CSNA and owner of Crowes Sixmilebridge

Q:Crowes Sixmilebridge is known for its strong local reputation - what’s the secret behind building such customer loyalty?

A:As a family,we have been in business for over 40 years here in Sixmilebridge.We put huge value on a local and community ethos.We try to get involved with as many local events and organisations,we hire local staff across a broad range of ages and need profiles and most importantly we are hands on in the store every day,so our customers see us working,meet us and we develop relationships with our customer base.

Q:How do you adapt your business to changing consumer trends and expectations in the convenience retail sector?

A:It is really important to be always looking to develop and look forward to what is coming down the track.If I get an opportunity,I will always take it to meet other retailers. That is why CSNA events like theAGM held in Castleknock Hotel this year is so importannt We had a great oportuntity to meet other retailers from outside our own symbol groups,meet suppliers but also I got an opportunity to meet Minister Peter Burke from the Department of Enterprise to talk about the issues facing retailers everyday Retail is such a fast paced enviroment,it is important to source ideas from other sectors and markets to see how can we bring those ideas back in store and adapt for our customers .The market is definitely geared towards fresh food and convenience at the moment.So we need to be constantly asking our team what can we do better for our customers or what do our customers need that they might be going elsewhere for.

Q:What’s been your biggest learning or breakthrough moment as a retailer in recent years?

A:We operate a full scratch bakery and make all our foods by hand instore.We bake and glaze our own hams and hand peel every apple for our famous apple tarts.So when the food price increases started to come during The Russian invasion on Ukarine we had to look at our pricing strutures. It was a very hard conversation around cost absorptions or price increases and how that would affect the sales and value for the consumer However,we then took the view of whether our handmade products were a premium product and that helped shape our brand identity and offering.This pivot has been our point of difference in recent years.

Q:Have there been any innovations or changes in Crowes Sixmilebridge that you’re particularly proud of?

A:Back in approx 2020,we moved into yeast baking to compliment our traditional Irish bakery offering and it really is a point of difference for us All our rolls are baked

The recent appointment of Janine Watson as head of retail sales at Musgrave Marketplace further demonstrates that women are making strides at all levels in retail.

Crowe, vice president of CSNA and owner of Crowes Sixmilebridge

fresh in our bakery having been proofing the night before It can take a customer one or two purchases to realise the difference in quality but once they taste it they never look back We are all the time looking forward and watching customer trends

Q:What role does your team play in driving the success and community feel of your stor

A:The team we have is the most important element of our store.It is critical to hire right.You have to hire staff on their personality as you cannot untrain a bad attitude in someone. All our staff are from within a six mile radius of the store so that matters.We often have second generation of team members coming through from the one family,which is a great reflection on the store.

Q:Congratulations on becoming vice president of CSNA. What does this new chapter represent for you?

A:Thank you,it has been a huge honor for me I have always been aware of the CSNA from a young age,I remember my dad ringing upVincent Jennings all those years ago if we needed advice Nothing has changed in that regard,if I’m in a spot of bother or need someones ear.It will beVincent Jennings I will call The CSNA’s role has grown so much over the years,it is fantastic to be part of an organisation that can have such a diverse membership across all symbol groups/

Retail crime is a big issue for all retailers in 2025. The CSNA have been pushing hard on the Government to implement the program for Government reforms

forecourts,newsagents,supermarkets and convenience stores

Q:What areas of retail or policy are you most passionate about advocating for in your new role?

A:Government policy and lobbying is my passion.I really enjoy it Having the connections with the CSNA to influence Governemt policy to assist and aid retailers is fantastic.The representations that CSNA make for retailers that affect how policy is formed is crucial for our future It is very easy for a government advisor to take an easy option and push through legisaltion without due consideration for all stakeholders.CSNA are there day in and day out lobbying on our behalf making it a fair playing field.A perfect example of this is the recent Judical review that CSNA have taken for the unfair tobacoo licensing legislation by the Department of Health.The serious issue of Retail Crime has been to the forefront of our agenda for the past 18 months (in conjuction with ShelfLife) and now it is included in the program for Government

CSNA is a member of Alliance for Insurance Reform who have been doing a mountain of work on tackling the rise of insurance premiums.I think this is still a big issue for retailers that needs to be kept to the forefront.The proposed 17% increase in Personal Injuries is totally out of touch and will only give way to higher premiums again Finally,I think any future changes to employemnt costs need to be reviewed and giving our voice to the debate is important.The train of Auto Enrolment coming down the tracks will have a serious affect on our labour costs and I think it needs to be revisited in terms of entrance points, but also on employer contributions when an employee can claim theirs back

Q:What kind of support do you believe independent retailers need most right now,and how will you help deliver that?

A:Retail crime is a big issue for all retailers in 2025.The CSNA has been pushing hard on the Government to implement the program for Government reforms.There is alot of work to do on this,but it needs to happen We have to provide a safe working place for our staff and members.Retail Crime affects each and every customer as,ultimately we are all paying for it On that,I am a strong beliver that we need attachment orders to be made and enforced by the Judical.I think that is one of the only ways we can really tackle retail theft.

Q:Looking ahead,what are your hopes for your term as vice president?

A:We have a remarkable president in Sara Orme,who has a flair,knowledge and passion for retail that is unmatched It is great to be alongside another female leader in Sara and I think that as a duo we can bring a new dynamic to not only the CSNA but also any room we walk into I look forward to working with her,Vincent our CEO,the executive board and alsoAmy and Laura in the office. ■

Flora

Gavan Morris, International business director, A.G. Barr talks to Donna Ahern about how the company has come a long way, from a small Scottish business to a global drinks group

A.G. Barr has experienced significant international expansion in recent years; however, the island of Ireland remains a key strategic priority for the company. Gavan Morris, International business director talks to ShelfLife about how he is focused on driving continued growth for the business.

As A.G. Barr celebrates its 150th anniversary, the soft drinks business is marking the milestone year with a renewed commercial push across its key brands – BOOST, IRN-BRU, Rubicon, and Funkin Cocktails – in the Republic of Ireland and Northern Ireland.

Founded in Scotland in 1875 A.G. Barr has grown into a FTSE 250-listed company with a turnover of over £420 million (€500 million), operating across 40 global markets and employing nearly 1,000 people at seven UK locations.

Q. A.G. Barr recently reported a record turnover for the year ending January 2025, up 5.1% year-on-year What were the key drivers behind this impressive growth, especially given the current industry-wide challenge?

A. Our record turnover is the result of a clear, consumer-focused strategy that blends strong brand equity with continuous innovation. Rubicon has been a standout, achieving the status of the fastest-growing soft drink brand in 2024 thanks to amazing NPD across Rubicon Sparkling, Rubicon RAW, Rubicon Spring. IRN-BRU also saw remarkable success, with our TikTok campaign Mannschaft becoming the most-viewed UK soft drink ad on the platform.

The acquisition of BOOST provided immediate impact, benefiting from strong momentum in the energy, sport, and iced coffee categories. Our alcohol portfolio, led by Funkin Cocktails - now the UK’s #1 cocktail brand - continues to thrive by staying relevant to evolving social trends. Despite macroeconomic challenges, our agility and focus on delivering exceptional value have enabled us to outperform the market.

Q. You’ve recently acquired BOOST – a well-known brand in the functional drinks category How does this acquisition fit into AG Barr’s broader strategic goals?

A. The BOOST acquisition aligns perfectly with our strategy to diversify and strengthen our presence in high-growth, high-potential categories like energy drinks.

Raising the bar

BOOST adds a well-established, fast-growing brand to our portfolio and complements our existing offerings - Rubicon RAW and PWRBRU With a stronghold in Northern Ireland and GB, BOOST helps us serve an increasingly diverse consumer base and reinforces our position as a dynamic, consumer-centric business.

Q. A.G. Barr has a strong portfolio including IRN-BRU, Rubicon, and Funkin Cocktails. What innovations or product developments can we expect from these brands in the near future?

A. For Rubicon, innovation remains central to our growth strategy and we have identified some key categories, like functional water, that could benefit from some ‘Big Flavour Behaviour’. We’re building on its success with the rollout of the Spring VITS range, which is a still range that delivers 100% of your recommended daily allowance of Vitamins B3, B6 & B12 per bottle

Funkin Cocktails is ramping up its ready-todrink and cocktail mixer lineup to tap into the growing demand for premium at-home experiences. Following the success of the IRNBRU Vodka Martini, A.G. Barr is set to launch ‘KA Remix’ - a rum-based cocktail inspired by KA’s Caribbean roots - just in time for summer This bold new addition will debut alongside Funkin’s Spritz range and the Apple Sour Martini, making summer 2025 a season of standout innovation.

BOOST is launching new flavour innovations such as Boost Sport Cloudy Lemonade and Boost Energy Blue Raspberry, with early consumer feedback being extremely positive. We’re also investing in high-impact experiential activations, including the IRN-BRU

Legends Range - featuring bold flavours like Nessie Nectar and Unicorn Tears - and a major Barr Family collaboration with ‘Jurassic World: Rebirth’, complete with an on-pack promotion and retailer events.

Q. As someone originally from Belfast and now overseeing both the NI and ROI markets, what are your ambitions for AG Barr in these regions?

A. Northern Ireland and the Republic of Ireland are both strategically important to AG Barr In Northern Ireland, BOOST’s long-standing success provides a strong foundation, and we’re committed to deepening consumer engagement and driving new product trial. In ROI, we see untapped potential and are expanding our reach through new distribution partnerships and category-focused strategies. Personally, having roots in Belfast gives me a unique perspective and motivation to see our brands succeed across the island of Ireland.

Q. How is A.G. Barr adapting its approach in the Republic of Ireland compared to Northern Ireland, given the differing consumer behaviours and market dynamics?

A. While BOOST enjoys strong brand loyalty in Northern Ireland, driven by a taste for bold flavours and value-led offerings, the Republic of Ireland demands a more tailored approach. We’re focused on expanding distribution, building brand awareness, and driving trial through targeted, channel-specific strategies and partnerships.

Two categories showing strong resilience in ROI are Adult Soft Drinks and Exotic Juices. In Adult Soft Drinks, we partner with international premium brands like Snapple (USA) and Bundaberg (Australia), offering glass-bottled

Gavan Morris, International business director, A.G. Barr with product range

products that appeal to quality-conscious consumers seeking authenticity and heritage

Similarly, Rubicon Exotic Juices - sourced from around the world - have flourished in take-home channels across ROI by offering a refreshing alternative to mainstream options. We don’t do orange or apple juice - but for standout flavours like mango, pomegranate, and guava, Rubicon delivers something different and high quality

Our diverse portfolio and ability to adapt to market dynamics remain key competitive strengths across the island of Ireland.

Q. International growth was highlighted as a factor in your recent success What markets are showing the most promise for AG Barr outside the UK and Ireland?

A. Europe continues to be our international stronghold, accounting for around 90% of our overseas business, but we’ve seen particularly exciting growth in North America. The region has become a critical part of our international expansion strategy, with strong demand for IRN-BRU The Canadian and American consumer loves the IRN-BRU ‘Soda’, the story sice 1901 and has responded to its irreverent humour by listing us in many of the biggest retailers across North America. We now have a presence in about 40 countries, and our approachfocusing on strategic distribution partnerships and, where appropriate, local

manufacturing - positions us well for sustained growth.

Q. Sustainability and health trends continue to reshape the soft drinks category. How is AG Barr responding to evolving consumer expectations in these areas?

A. We’ve embraced sustainability as a core pillar of our business. From reducing sugar across our portfolio to striving for net zero and minimising packaging waste, we’re committed to responsible growth. Our innovation pipeline reflects this, with products like Rubicon Spring VITS offering functional benefits and lower calories. Additionally, our response to regulations like the Sugar Tax and the Deposit Return Scheme demonstrates our agility and forward-thinking approach to environmental and health-conscious initiatives.

Q. Can you share more about AG Barr’s plans to strengthen its presence in the grocery retail channel specifically – both in-store and online?

A. We’re investing heavily in retail execution, shopper marketing, and digital integration. Campaigns such as “There’s a BOOST for That” are being amplified through both in-store and online touchpoints. We’re also increasing our focus on data-driven insights to better understand shopping behaviours and optimise shelf space and availability Collaborations like the Barr Family Jurassic World Rebirth

promotion help drive excitement in-store while continued investment in e-commerce platforms ensures our brands remain accessible and visible online

Q. Looking ahead, what are your top priorities for 2025 when it comes to expanding A.G. Barr’s reach and impact across both established and emerging markets?

A. Our top priorities for 2025 include deepening brand engagement in core markets like Northern Ireland, The Republic of Ireland and Europe, accelerating growth in North America, and launching category-leading innovations across our portfolio We’re focused on strengthening our distribution network, investing in sustainability, and maintaining momentum in the energy and functional drinks categories. Importantly, we aim to continue delivering value and great-tasting products to consumers, while nurturing the partnerships that have helped us become the business we are today. ■

A selection of A.G. Barr products

IN ASSOCIATION WITH WORLDPANEL BY NUMERATOR

Long-standing household brands lead the way

Each year, Worldpanel by Numerator looks at which FMCG brands are connecting most with shoppers in Ireland. Emer Hughes, business development director, Worldpanel by Numerator reports

The 2025 Brand Footprint report highlights the brands that made it into the hearts, homes and baskets of consumers over the past year At the top of this year’s ranking we see some long-standing favourites. Brennans remains in first place, followed by Avonmore, Tayto, Cadbury’s Dairy Milk and Jacob’s. These names are well known for a reason. They have continued to stay relevant and visible to shoppers even in a rapidly changing market.

Behind the ranking, there is a wider story about how brands are performing overall. Globally, just over half of FMCG brands were chosen more often in 2024 That marks a clear improvement from 2023 and signals a cautious return to growth. We call this shift the 50:50 game It reflects the reality that even the world’s biggest brands cannot assume continued success In Ireland, we are seeing a very similar pattern. For many brands, staying competitive will mean making a more conscious effort to strengthen their connection with shoppers.

The brands that did grow this year all had a few things in common. They got the fundamentals right. They delivered a strong product, clear messaging and a positive customer experience. McVitie’s moved up five places following campaigns that offered value alongside lifestyle benefits. Irish Yoghurts Clonakilty made an impressive jump by increasing its in-store presence and tapping into local loyalty Glenilen Farm entered the Top 100 thanks to a strong rise in purchase frequency, helped by growing demand for ethical and health-conscious products. Keelings gained ground by refreshing its brand image and leaning into its association with fresh feel-good produce. Pringles and Pepsi also moved up, supported by new launches and marketing efforts that reached younger, more trend-driven audiences.

This report is about more than just who came first. It is a snapshot of what matters to Irish consumers right now. At a time when inflation, global uncertainty and changing expectations are still shaping the way we shop, it is clearer than ever that brand growth is not a given. The brands that succeed are the ones that keep evolving, keep listening and keep delivering what their shoppers are really looking for.

Q&A with… Emer Healy, business development director, Worldpanel by Numerator

Q. Inflation has eased in recent months, offering some relief to consumers. How has this shift been reflected in the latest Worldpanel by Numerator 100 Master Brands at Home ranking?

A. The continued easing of inflation in 2025, now down to 5.3%, has helped maintain the positive momentum from 2024, when inflation had already fallen by 7.2 percentage points. This shift has created a more stable environment for both consumers and brands, leading to stronger brand performance overall.

In 2024, 70% of brands in the Top 100 saw growth in CRP (Consumer Reach Points), a marked improvement on previous years and consistent with the rebound seen in 2023, when 42 brands grew their CRP, up from just 25 the year before. In addition, 34 brands in the 2024 Top 100 recorded penetration growth of over 1%, compared to 26 in 2023. This wider recovery in both penetration and CRP growth suggests that consumers are once again open to exploring different brands, reversing the earlier trend of cutting back and simplifying their shopping baskets during the peak of inflation.

Q. Irish shoppers remain highly value conscious. Have any brands seen notable success by leaning into a value-driven proposition?

A. Irish consumers have remained laser-focused on value, and brands that tap into this mindset continue to see growth. Retailers have leaned into this dynamic heavily over both years with app-linked vouchers, exclusive loyalty promotions, and aggressive in-store discounting. These pricing strategies not only kept shoppers engaged but also helped branded players stay competitive against the rise of private label. McVitie’s, for instance, climbed

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five places in 2024 and recorded a 19.4% increase in CRP, suggesting that value-led promotions were central to their growth. One such campaign, The Great Biscuit Break Bonanza, which ran from April to June 2024, offered prizes including cash giveaways, seaside breaks, staycations, spa experiences, food deliveries and money-off vouchers. The campaign aimed to remind the nation that taking a well-earned break should be part of everyone’s daily routine This builds on the 2023 trend, where 25.3% of grocery spend occurred on promotion, with consumers actively seeking savings through loyalty schemes and app deals. Brands that managed to deliver perceived value - either through pack sizes, multipack formats or emotional rewardswere able to protect and even grow their footprint.

Q. With more frequent shopping trips driving sales growth for top Irish grocers, have any brands particularly benefited from this trend?

A. In both last year’s ranking and this year’s, increased shopping frequency has played a key role in brand growth. Frequency rose by 1.7% in 2025, with over 4.1 million additional grocery trips recorded. This continued the trend from 2024, which saw a 1% rise and 2.8 million more trips. These more frequent, smaller basket visits have been especially beneficial for brands in high-rotation categories such as dairy, snacking and beverages.

Glenilen Farm, for example, responded well to this shift, seeing a 42% increase in purchase frequency and entering the Top 100 for the first time Irish Yoghurts Clonakilty also benefited from this trend, with a strong rise in penetration supported by regular visibility in chilled aisles. These results reflect those seen in 2024, when brands like Santa Rita and Glenisk made gains due to similar changes in shopping habits. This highlights how evolving trip behaviour continues to create growth opportunities for the right categories and formats.

Q. Irish brands have traditionally performed well in the Master Brands at Home ranking. Has this strong showing continued over the past year?

A. Irish brands have maintained their stronghold in the rankings, continuing a pattern of robust local performance. Brennans has once again retained its title as Ireland’s most chosen brand, with 76% household penetration and an average of 30 purchases per year This marks a consistent showing after the 2023 rankings, where Brennans also led with 67% penetration and an even higher purchase frequency of 43 times annually Other Irish brands like Keeling’s, Glenilen Farm and Clonakilty Yogurts also featured prominently in 2024’s list of fastest risers, highlighting the enduring consumer trust in homegrown names. In 2024, similar momentum was seen with Glenisk and Keogh’s making significant leaps. The year-on-year consistency underlines that Irish brand, rooted in local relevance and high purchase frequency, continue to thrive in a competitive FMCG environment.

Q. Irish Yogurts Clonakilty saw the biggest leap in this year’s rankings. What do you think were the key drivers behind this growth?

A. Irish Yogurts Clonakilty made an impressive

100 MASTER BRANDS AT HOME

leap in 2024 rising 25 places to number 59 fuelled primarily by a 5.3 percentage point gain in penetration, one of the highest among all Top 100 brands. This sharp increase in new shopper recruitment echoes the type of performance seen in 2023 from Glenisk, which moved up 57 places with a penetration increase of 7.9 points. The brand likely benefited from a combination of local loyalty, strategic promotional activity and strong placement in a category with high purchase frequency. This reinforces the importance of expanding household reach in driving brand momentum, particularly in health-forward, locally trusted categories like yogurt.

Q. Another yoghurt brand Glenilen Farm also saw a standout performance, jumping a number of spots. What factors do you believe contributed to the brand’s strong momentum this year?

A. Glenilen Farm emerged as one of 2025’s most compelling success stories, growing frequency by 42% and entering the Top 100 at number 87 This marked a major breakthrough, especially considering the brand wasn’t highlighted in 2024’s top risers. Key growth drivers likely include its positioning as a sustainable, artisanal brand that appeals to ethically and health-conscious consumers, combined with expanded availability across multiple retailers. Glenilen’s success demonstrates how authenticity, strong shelf presence and alignment with evolving dietary values can catapult a niche brand into mainstream relevance, especially as consumers increase their shopping frequency and explore more brand options.

Q. Looking across the rankings, which brand’s marketing stood out to you most this year and what made it effective?

A. Keelings launched a new brand platform with the tagline “Love That Keelings Feeling”. A marketing campaign followed, featuring updated packaging and a through the line campaign across television, radio and digital platforms. The brand partnered with Thinkhouse to support their rebranding, refreshed packaging and various media campaigns, all aimed at reminding consumers of the appeal of fresh produce. Keelings also introduced a new melon to their product range, highlighting its sweetness and flavour The brand climbed 12 places to reach 19th in the rankings, with growth seen in both penetration and frequency.

Pepsi launched a new brand identity in Ireland in March 2024 as part of their first global redesign in 14 years. New pack designs for all formats created a consistent identity across Pepsi Max, diet, regular and flavoured cola ranges. An integrated marketing campaign including TV digital, in-store and out-of-home highlighted Pepsi’s commitment to celebrating those who challenge conventions in line with the Thirsty for More campaign. Pepsi grew in terms of CRP by 4.2% and jumped two places in the rankings.

Kellanova expanded the Pringles range in early 2024 with the new HOT! range, developed to meet the growing demand for spicy flavours among Irish shoppers. The new range, which includes five flavours, replaces the Sizzl’n line that was launched in 2021. In March 2024

Pringles also launched a campaign across Ireland aimed at positioning the brand as the go-to snack for gamers, with a prize draw offering the chance to win a new console Pringles moved up three places in the rankings to reach 14th position.

Q. Sustainability continues to rise on the agenda for both consumers and brands. Have you seen any examples where strong sustainability efforts have translated into measurable brand performance?

A. Brands like Flahavan’s and Philadelphia responded to eco and dietary concerns with gluten-free and plant-based innovations, expanding their shopper base through valuealigned innovations. These examples demonstrate that sustainability alone is not enough, it must be integrated with product relevance and frequency to deliver measurable impact.

Innocent introduced the Deposit Return Scheme (DRS) to help reduce waste, and they continue to focus on sustainability and the importance of ingredient sourcing. In May 2024, they launched a new product called Juicy Water with Bubbles, available in raspberry and blackcurrant and lemon and lime flavours. They also redesigned their packaging, placing greater emphasis on the “Dude” logo as a central feature. This was supported by a major “even more innocent” campaign.

Q. Were there any unexpected insights or emerging trends in this year’s rankings that stood out to you compared to previous years?

A. One of the key trends in 2024 was the resurgence in brand penetration. 34 brands increased their shopper base by more than 1%, up from 26 in 2023 and just 13 the year before.

Growth is also increasingly coming from beyond the usual names, with seven of the ten fastest-growing brands in 2024 sitting outside the Top 50 This continues a shift seen in 2023, when smaller and mid-tier brands began to outpace some larger competitors by focusing on distinctiveness and targeted innovation.

Another encouraging sign is that branded share slightly recovered in 2025, reaching 47.4%, after falling behind private label in 2024 at 47.1% compared to 47.9%. This suggests that, despite ongoing price pressure and strong promotional activity, consumers are once again willing to explore and choose brands that offer meaning, value and relevance.

What this research IS:

✔ Data is sourced from 5,000 demographically representative Irish households recording their take home grocery

✔ Comprises over 200 FMCG categories which are recorded by Worldpanel by Numerator on a continuous basis – including those in the beverages, food, health and beauty and home and care sectors

✔ The list is based on a measure of how many households purchased a brand at least once during the year (penetration), and the average number of times households bought the brand (frequency)

✔ These two numbers are multiplied to calculate each brand’s ‘Consumer Reach Points’ (CRP) score

✔ The report covers the period of 52 w/e October 2023 vs 52 w/e October 2024

✔ Worldpanel by Numerator contacted respondents on average at least twice a week

✔ Worldpanel by Numerator provided households with barcode scanners in order to scan the goods that they had purchased for at home consumption

What this research IS NOT:

✘ It is not based on sales or EPOS data, measuring either value or volume sales

✘ The data does not reflect food purchased and eaten out of the home

✘ Impulse pack products have been excluded from the dataset

✘ The following categories are not included in the Brand Footprint ranking: batteries, tobacco, nappies or alcoholic drinks

Because

IRELAND’S #1 CHOICE

1.

Brennans

2. Avonmore

Avonmore holds the position as Ireland’s leading dairy brand, with its products enjoyed daily in homes across the country Avonmore’s expertise in dairy extends across milk, cream, soup and butter, with key growth products including Avonmore Super Milk, Avonmore Protein Milk and Avonmore Whipped Cream. The brand’s continued success is built on sustained investment, strong partnerships with customers, and an unwavering focus on delivering consistently high-quality, great-tasting products to consumers.

3. Tayto

Tayto, Ireland’s No.1 crisps and snacks brand, retains its impressive position at number three in this year’s ShelfLife Worldpanel by Numerator Top 100 Brands and continues to lead the crisps and snacks category Following its landmark 70th anniversary in 2024, Tayto has entered 2025 with strong momentum and a clear focus on innovation and growth.

As the market leader, Tayto expertly balances support for its beloved core range with the launch of high-quality new products inspired by the latest consumer trends. These innovations are consistently backed by impactful marketing campaigns that keep the brand top-of-mind with shoppers.

In May, Mr Tayto returned to TV screens in a fresh and playful campaign promoting Tayto Cornados. This bespoke advert humorously showcased how Cornados blow you away with “a whirlwind of flavour” and crunch. Since their launch in 2024, Cornados have delivered €935k RSV, and the range continues to expand with the recent addition of a new spicy flavour; amplified through PR, social media, sampling, and a strong retail presence both in-store and online Looking ahead, Tayto is set to build on the success of its sharing pack format by introducing two fanfavourite flavours in impulse pack formats, perfect for on-the-go snacking and poised to drive further growth in the impulse snack category

Coca-Cola

Coca-Cola is thrilled to be the leading beverage brand in Worldpanel by Numerator’s 100 Master Brands at Home ranking. As an established brand, Coca-Cola recognises the need to continuously evolve, to introduce new

innovations, activations and campaigns to engage and excite the communities it serves.

And this year we have seen the return of one of Coca-Cola’s most iconic campaigns‘Share A Coke’.

Originally launched in Ireland in 2013, this campaign allowed consumers to find their names in place of the logo, an industry-first in personalisation.

Tayto also continues to excite consumers with limited edition launches under popular sub-brands like Meanies and Mighty Munch. Most recently, the brand tapped into the popularity of Thai Rings by launching a Tayto Thai Rings flavour crisp This innovative release was supported by a dynamic PR campaign, with engaging content across social media platforms especially Instagram and TikTok sparking a wave of user-generated content through the Tayto Thai Rings taste test challenge

Responding to the growing demand for spicy snacks, Tayto Hunky Dorys introduced a bold Hot & Spicy variant, available in both impulse and sharing formats. This fiery new flavour was supported with ATL and eye-catching Out of Home and has already proven a hit with consumers, generating over €300k RSV since launch.

Through a combination of categoryleading innovation, compelling brand engagement, and trend-driven product development, Tayto continues to fuel growth in the crisps and snacks segment solidifying its position as one of Ireland’s top three brands in ShelfLife’s Worldpanel by Numerator Top 100

8.

Cadbury’s

With Gen Z seeking authenticity and genuine connections, the return of ‘Share a Coke’ provides a meaningful way for people to connect and demonstrate their care. This time, the campaign includes more names, nicknames as well as a range of phrases centred around friendship, such as “My Bestie”, “My Mate”, “My Fam” and “My Day One”.

To celebrate summer’s best music moments, ‘Share A Coke’ will be activated across Ireland’s festival circuit, encouraging music lovers to embrace this meaning of connection, both of music and friendship

And that’s not all. Coca-Cola is going one step further, offering consumers the chance to win instant prizes and the opportunity to win festival experiences through a simple scan and enter mechanic.

With the recent announcement of the brand as the official drinks partner of the Premier League, Coca-Cola will continue to grow and innovate to meet customer and consumer needs.

Heinz 10. Knorr 11. Fitzgerald’s

A passion for innovation and quality Fitzgeralds Family Bakery continues show strong sales growth in both Ireland and the UK. Having been passed down through four generations of passionate bakers, it is run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet. With a passion for innovation and quality, they have big plans in place following an ambitious investment in the bakery The bakery extension and production capacity increases are completed, and the team at

YOUR FAVOURITE DAIRY BRAND REMAINS ON TOP

Avonmore Milk is the No.1 dairy brand. No.2 across all brands in Ireland.*

*Source: Kantar, Top 100 Brands at Home, 2025.

34 100 MASTER BRANDS AT HOME

Fitzgeralds continue to innovate and introduce exciting new products.

The combination of traditional methods with modern thinking has led to significant sales growth over the last number of years. Their range includes Fresh Bagels and Bagel Slims, Wraps, Bake at Home French and Italian Breads, Naan Breads and Italian Flatbreads and they are market leaders in most of these categories in ROI, and their presence continues to increase in the UK.

12. Birds Eye

Trusted name in Irish households

For generations, Birds Eye has been a trusted name in Irish households, known for bringing quality, flavour, and variety to the frozen food aisle Birds Eye continues to be a powerhouse of the industry as one of Irelands most recognisable and trusted brands with a wideranging portfolio of tasty and convenient products - whether it’s classic Fish Fingers, Crispy Chicken Dippers, or family favourites like Waffles and peas, Birds Eye has plenty of options that suits for every mealtime

In September of last year, Birds Eye relaunched the Chicken Shop range which boasts of a portfolio full of Takeaway inspired cuisine ranging from Buttermilk Tenders, Honey Siracha Wings and Hickory BBQ Wings to name a few of the new arrivals. This new range caters to the taste seekers that enjoy convenience and don’t compromise on flavour These tasty new additions to the Birds Eye portfolio have been supported above the line with TV, VOD, partnerships, social, right through to in store support driving visibility and conversion at the point of purchase

With continuous investment into driving quality products, innovation and media, there is exciting times ahead for the Birds Eye brand with more to come in the second half of this year

thrilled to announce that Pringles and Cheez-It will be the Official Snack Partner of Electric Picnic for 2025. Both fun, iconic brands Pringles and Cheez-It are the perfect pair to get you in the summer mood”. Innovation always remains at the heart of the Pringles brand.

Earlier this year saw the launch of Pringles Flame

Grilled Steak, a savoury, smoky addition to the core range that’s already proving popular And for fans of heat, the HOT range continues to grow with Pringles Blazin’ Hot Fried Chicken – a fiery twist that delivers on both spice and flavour

Whether it’s a classic favourite or one of our bold new offerings, Pringles provides the variety today’s snackers crave – making it the perfect partner for summer sales.

15. Irish Pride

16. JM & O’Brien

13. Fairy

14. Pringles

This summer, Pringles is turning up the flavour and delivering excitement to every snacking moment. Known for its iconic stackable shape, resealable packaging, and bold flavour variety, Pringles continues to be a favourite among consumers looking for convenience and taste in one irresistible

As the number one brand in large sharing crisps and snacks, Pringles is a standout performer in the category - and it’s easy to see why. From picnics to BBQs and garden parties, Pringles are easy to pack, easy to share, and impossible to resist.

Pringles are also excited to announce that Pringles and Cheez-It, both part of the Kellanova family, will be the official snack partners of Electric Picnic – helping snackers to get summer-ready in the most delicious way Ann Rose Eng, senior brand activation manager, Kellanova, commented: “We are

17. McVitie’s

McVitie’s is one of Ireland’s best-loved biscuit brands. Coming in at number 17 on this year’s list, up four places from 21 is a testament to the brands enduring popularity

McVitie’s Chocolate Digestives turned 100 this year and, to celebrate the centenary – as well as the chocolate digestive’s unique place as a firm favourite in Irish hearts and minds –the brand embarked on one of its biggest investments to date with an unmissable Out of Home city-based campaign for the brand in Ireland.

Broadcast was an important element of the campaign, with ads running on Newstalk, RTÉ 2FM, FM104 and Today FM, as well as digital audio spots, while the ATL components of the campaign were supported by a broad reach social media push across Facebook, Instagram and TikTok.

McVitie’s included Irish shoppers in the celebrations with an on-pack competition, where €100 was up for grabs every 100 minutes, while path to purchase was disrupted by front-of-store displays, store media, in-aisle and other touchpoint POS. The brand was highlighted in the convenience sector with FSDUs, mega displays, dump bins, fins and bollard covers to catch shoppers’ attention.

Fitzgeralds Deli Style Poppy Seed Bagels

Fitzgeralds Mutli Seed Wraps

Fitzgeralds Sourdough Baguettes

Chicken Shop Buttermilk Tenders

Pringles Flame Grilled Steak

McVities Pink Digestive

McVitie’s leads the way with product innovation, and as the 100 years celebrations continue, the next chapter of its history was marked by the launch of McVitie’s Pink Raspberry and Cream Flavour Digestives in June They are golden-baked McVitie’s Digestives topped with a luscious raspberry and cream flavour coating, bringing together nostalgic flavours in a fun, fruity and moreish bite.

Consumers are currently enjoying nostalgic flavours across a wide range of food and drink products, and nostalgia in food isn’t just about recreating the past, it’s about rediscovering it in a way that feels new and exciting. Meanwhile pink is also still trending as a popular colour across food and drink, and McVitie’s Pink Raspberry and Cream Flavour Digestives will delight loyal Digestives fans and foodies alike.

18. Nescafé

19. Keeling’s

‘Love That Keeling’s Feeling’ Keeling’s are delighted to have jumped 13 places to number 19 in Ireland’s prestigious list of Worldpanel by Numerator’s top 100 most chosen consumer super brands. The Keelings story stretches as far back as 1926 when the farm was initially established in North County Dublin, the first Irish strawberries and rhubarb being planted in 1937 Fast forward to present day, Keelings is now the number one manufacturer within fresh produce* in Ireland.

The brand successfully relaunched in the summer of 2024 with a new positioning and brand tagline ‘Love That Keelings Feeling’, stemming from extensive consumer research to fully reflect the entire Keeling’s portfolio and regain relevance amongst consumers far and wide The relaunch was supported by a fully integrated marketing support plan across packaging, TV, VOD, radio, instore and much more, ensuring that every touchpoint brought much needed excitement and joy into the fresh produce category

The Keelings brand now commands 81% awareness** in the Irish market solidifying Keelings as a beloved Irish cultural brand amongst its consumers. It has also been a strong year in terms of performance with a +3.3% increase in market share of berries and a +38.5% sales uplift. Looking to the second half of 2025 and beyond, the brand is continuing to celebrate the great taste and enjoyment of fresh produce with its consumers via new campaigns and NPD on the horizon!

*Source: Worldpanel by Numerator Share 52 we April 2025

**Source: Dentsu Keeling’s Brand Effectiveness Tracker, December 2024

20. Batchelors

21. Müller

22. Staffords

23. Pat the Baker

24. KitKat

Favoured by parents, Yoplait’s kids’ range is focused on supporting the development of healthy bones and is perfect as a snack of choice for the whole family

Yoplait strives to meet changing tastes with an ever-innovative product range Popular with a new generation of Yoplait adorers, the Yoplait Skyr range is based on an Icelandic strained yogurt recipe and was recently announced as the Official Yogurt of the AMGEN Irish Open as part of a three-year partnership

KitKat Chunky Funky

A brand-new KitKat Chunky is hitting Irish shelves this month. KitKat Chunky Funky features a crispy cocoa wafer wrapped up in a luscious swirl of milk chocolate and white coating.

Starting from this week, shoppers will begin to find the limited-edition KitKat Chunky in stores nationwide

Yoplait SKYR is a 100% natural, high in protein and fat free source of quality dairy which provides a significant percentage of daily nutritional requirements. Its high protein, zero fat qualities make it the perfect breakfast choice and the introduction of new 450g Peach and Vanilla flavours broadens its popular appeal.

27. Carroll’s of Tullamore

At Carroll’s of Tullamore, it has been producing the finest quality hams since 1979 It prides itself on going the extra mile, ensuring that every product leaving its premises passes its quality standards, so that you, its customer, can rest assured that you are getting honest, great -tasting food that always hits the spot, each and every time

Maria McKenna, confectionery marketing manager, Nestlé Ireland, said: “This year we’ve introduced an amazing new product to the KitKat family, with our eye-catching, marbled swirls. KitKat Chunky has a fresh look while keeping the delicious crispy wafer and KitKat chocolate that our fans adore. It’s such a fun product, and we can’t wait to see how shoppers react!”

KitKat products are crafted using cocoa from Nestlé’s income accelerator programme which aims to support cocoa farming families to earn more money, plant more trees and help kids enroll in school.

25. Colgate

26. Yoplait

Striving to ‘meet changing tastes’

A much-loved family favourite, top brand Yoplait has been satisfying Irish consumers for over 50 years. Generations of Irish families have literally ‘grown up’ on their favourite Yoplait Fruit Yogurts, Petit Filous, Frubes and Yops.

Carroll’s of Tullamore Big Value range

Keelings Strawberries

38 100 MASTER BRANDS AT HOME

Over the years, it has developed its range of products through a combination of timehonoured practices, quality ingredients and commitment to delivering the best for its customers. From its sliced cooked meats to its prepared meals, it has products that meet the needs of every household, every taste and every wallet.

It’s commitment to quality resonates with Irish consumers, securing Carroll’s position as number one-brand in volume in the Irish Sliced Cooked Meats category

As part of the Sofina Foods Family, Carroll’s of Tullamore continues its mission of delivering trusted, high quality cooked meats and ready meals to Irish tables with even greater reach and global expertise

28. Keogh’s

If you Keogh, you know

The Keogh family have been farming the rich fertile lands of North County Dublin for over 200 years. Their knowledge and farming expertise has been passed down through the generations and today Keogh’s are renowned for their fresh potatoes, premium crisps & delicious Popcorn. Keogh’s work in collaboration with local Irish ingredient suppliers, many from family farms like their own to source their amazing crisps and popcorn flavours which millions of people around the world have come to know and love Their latest flavour edition ‘Ghost Chilli & Sour Cream’ uses ghost chillies grown specifically for Keogh’s by Taylor’s of Lusk and is proving to be a big hit with consumers. The fiery heat of ghost chillies is perfectly balanced with the cooling tang of sour cream to create taste experience unlike any other

The Keogh’s true family story and brand resonates strongly with Irish consumers, and the brand has continued to grow ahead of the market and its competitive set. In the last 52 weeks, while the overall Irish crisp market saw a modest 1.8% rise, Keogh’s recorded a significant 16.8% increase The brand’s momentum has only strengthened as the year progressed, up 27% in the last six months, 29%

over 12 weeks, and 21% in the last four Keogh’s now holds an impressive 11.7% share of the total crisp market, driven by its commitment to real Irish ingredients and crop to crisp transparency.

Equally impressive is the brand’s performance in popcorn. In a category growing at 4.1%, Keogh’s achieved a remarkable 60% growth rate, climbing to become the second-largest popcorn brand in the Irish market with a 14% share.

Source: Nielsen w/e 29.06.2025

29. Clonakilty

30. 7UP

7UP is Ireland’s number one Lemon & Lime soft drink a true national treasure with iconic status. It’s refreshing zing and uplifting spirit has made it a household favourite for generations. In 2025, the brand added a bold twist with the launch of 7UP Pink Lemonade, a zero-sugar lemon, lime and raspberry variant that’s causing a stir across the country Whether enjoyed ice-cold or as a mixer, 7UP continues to deliver timeless refreshment. With deep roots in Irish culture, it remains a sparkling symbol of feel-good moments and everyday joy.

31. Dairygold

Dairygold has been a staple in Irish hearts and homes since 1985. Once again Dairygold maintains the #1 market share position in the Irish dairy spreads category The long-term success of Dairygold has been built on the brand’s ability to continuously connect with consumers through their high-quality products

& commitment to continuously evolving the brands communications platform.

Dairygold offers a diverse portfolio of products within the butter spreads category The range includes the deliciously creamy Dairygold Original, enjoyed by over one-third of Irish households; Dairygold Lighter, aimed at health-conscious consumers; the indulgent Dairygold Softer, made with Irish butter softened with rapeseed oil for butter lovers; Dairygold Baking Block for avid bakers; and Dairygold Plant-Based for those who want the great taste of Dairygold without any dairy

As Ireland’s original dairy spread, Dairygold celebrated key spreading occasions this year with two new national campaigns: National Toast Day in February and National Scone Day in May. This year also marks a milestone event as Dairygold turns 40, with big celebrations planned to spread a little joy among Dairygold shoppers in the second half of the year

32. MiWadi

MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927 MiWadi has been a fruity and flavoursome part of childhood in Ireland for 98 years and has always remained relevant to Irish families with a wide range of flavours in its Regular, No Added Sugar, 0% Sugar and Drops ranges. MiWadi is still produced in Dublin to this day and is a proud member of Love Irish Food.

Both MiWadi single concentrate and double concentrate ranges are now fortified with Vitamin D which supports your family’s immune system.

Vitamin D is very important in our diet to help support your family’s general health, growth and development but it can be difficult to achieve the recommended daily intake of 5 µg. It has been reported that Vitamin D deficiency is very prevalent in Ireland.

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Ireland’s No.1 sweets brand*

HARIBO is the largest driver of sales within sweets share bags, contributing 81% of unit sales growth YTD**...

...selling double the amount of the second largest brand (The Natural Confectionery Company)*

VEGETARIAN

40 100 MASTER BRANDS AT HOME

MiWadi makes the water that you need to drink each day extra delicious and refreshing. To enjoy all the thirst-quenching tastiness of MiWadi at its best just add water.

MiWadi continues to grow year on year maintaining its No.1 position in the Squash. Vitamin D contributes to the normal functioning of the immune system and maintenance of normal bones and teeth.

33. Bradys

34. Flahavan’s

At number 34 on this year’s Worldpanel by Numerator Top 100 brands at home list for 2025 and having once again claimed the number one spot in the Breakfast Cereal Category Flahavan’s is anything but run-ofthe-mill. With more than three million portions of Flahavan’s porridge oats consumed each week in Ireland, the Waterford-based family food business continues to maintain its position as Ireland’s favourite porridge, proudly fuelling Irish families for over 200 years. The market leader in oat cereals, Flahavan’s produces a range of over 50 oatbased products using locally sourced wholegrain oats, including porridge, muesli and granola.

Most recently, Flahavan’s launched a full 360 marketing campaign called “Lovely, Doubly Baked”, this creative was designed to differentiate their oats versus competitors.

“Only Flahavan’s Double Bake Their Oats for Creamier Porridge”. Flahavan’s is committed to driving long-term brand growth in the Irish breakfast category and continues to support its portfolio through extensive PR and brand communications, to ’reinforce brand superiority quality and taste messages’. Insight-driven innovation will also continue to be a key growth driver for the brand, as it continues to bring new benefit-driven and functional products to the Irish consumer Flahavan’s is a member of Love Irish Food and a gold member of Bord Bia’s Origin Green programme Learn more at Flahavans.ie

35. Barry’s Tea

You’re home with Barry’s Tea

Founded in 1901 in Cork, Barry’s Tea is a family-owned company with a rich heritage Its Master Blenders meticulously source the finest tea leaves from renowned growing regions in Rwanda, Kenya, and the Assam Valley in India. This unwavering commitment

to quality ensures that only exceptional teas make their way into our blends.

In September last year, Barry’s Tea launched a new advertising campaign – ‘You’re Home’that taps into the emotional connection Irish people feel towards the brand and how the brand has become a symbol of connection, community and Irish identity and synonymous with the feeling of home The campaign features documentary style ads that showcase Blasket Island caretakers Darren and Emma, as well as rower Kelly Oforji, a member of the renowned Skibbereen Rowing Club

Earlier this year, Barry’s Tea rolled out new packaging designs across the black tea range, on favourites like Barry’s Tea Gold Blend and Decaf Blend. The new designs are fresh and contemporary while retaining the iconic brand colours and story of heritage and craftmanship that consumers know and love

For over a century, this dedication to uncompromising quality has solidified Barry’s Tea’s reputation for exceptional taste, consistent flavour, and a truly superior tea experience.

36. Alpro

Alpro Plant Protein is here for Ireland’s early risers, offering a delicious plant-based way to start their mornings. Whether you are up for a sunrise workout or determined to clear your to-do list before 9am, Alpro’s high protein drinks and plant-based pot provide a tasty protein boost to your daily intake, all from plants.

The range features the new Banana Cookie flavour (200g), a smooth, satisfying, spoonable plant-based pot, alongside popular favourites like Mixed Berries and Tropical Fruit. For those on the move, the Chocolate flavour and Original (750ml) drinks deliver a delicious, dairy free protein hit wherever the day takes you. Whatever your morning routine, Alpro makes it easy to start your day like a champion.

It launched the Alpro Summer of Running series in Herbert Park on Saturday 28 June

with the Happy Feet Run Club Under sunny skies, it kicked off the day with exercise and plenty of delicious Alpro samples to share.

Upcoming Runs and Festivals:

• 22 July: Parkwest Night Run

• 26 July: Happy Feet Run

• 9 August: Happy Feet Run

• 23 August: Happy Feet Run

There is something for everyone, whether you are new to running or already a seasoned pro. Get involved and join Alpro!

Every event is free to join and open to all levels. Participants can enjoy Alpro High Protein samples to support their fitness goals, along with refreshing Alpro smoothies at select runs. It is looking forward to seeing you there!

Rich in protein, which contributes to the growth and maintenance of muscle mass. A varied, balanced diet and a healthy lifestyle is recommended for good health.

37. Green Isle

For more than six decades, Green Isle has been a trusted name in Ireland, making mealtime easy and delicious. Whether it’s classic garden peas, vibrant stir-fry mixes, or golden roast potatoes, Green Isle takes the guesswork out of good food choices, so you can feel like a champion in the kitchen.

Green Isle has launched a new range of delicious and convenient vegetable sides, perfect for taking the stress out of mealtimes. With these new additions, Green Isle is helping busy Irish families to save time, while serving up nutritious delicious meals that everyone will love!

There are three new delicious vegetable sides to choose from Ready Roasted Vegetables with Lightly Seasoned Potato, Penne Pasta and Vegetables with a Light Italian-Style Seasoning and Ready Chargrilled Vegetables with Lightly Seasoned Potato

Green Isle ambassador and mum of two, Derval O’Rourke, praised the new range, said: “As a busy mum, I always choose Green Isle Their fruit and vegetables are picked at their peak and frozen at their freshest, locking in nutrition. I need good food that’s quick, and with Green Isle, goodness has never been so handy.”

Barry’s Tea ‘You’re Home’ ad campaign

STAR QUALITY FYFFES

Proudly Ireland’s favourite banana and pineapple brand*

Mairéad Walsh, Green Isle’s marketing manager, added: “We know how hectic family life can be, and we’re delighted to offer new solutions that take the stress out of mealtimes.

Responding to consumer feedback, we have been working hard to perfect our new range of vegetable sides which are all about saving time without compromising on flavour or nutrition. With no chopping, peeling, or slicing needed, parents can feel proud serving up delicious, wholesome meals that the whole family will enjoy.”

Green Isle’s new range is now available in freezer aisles nationwide, retailing at €4.00 per pack. Find them in the freezer aisle

38. Lucozade

Lucozade is delighted to be included once again in the Worldpanel by Numerator Top 100 Brands report. It’s been an exceptional year for the brand and we are currently living with our biggest ever summer campaign.

‘Thirsty for Summer Energy’ is a high-energy consumer competition that is giving Irish consumers the chance to win incredible prizes every single week. It is an engaging campaign that is driving interaction with the brand and ultimately, associating Lucozade Energy with the feel-good moments of Summer

At the heart of this groundbreaking campaign is a collaboration with some of the most talented creatives in the social industry Lucozade Energy teamed up with renowned director Onur Senturk, whose visually stunning work includes the iconic Game of Thrones: Winter Is Coming teaser You can check out the exciting social content across all Lucozade social platforms.

“Summer is all about energy, vibrancy, and unforgettable moments - and that’s exactly what we wanted this campaign to embody,” says Michelle Darlington, marketing manager for Lucozade Energy, Zero & Alert. “By collaborating with a brilliant team, we’ve created something bold and engaging that we believe will resonate with our audience and make Lucozade Energy the go-to drink of the season.”

Keep your eyes peeled in store and online for your chance to enter and win some fantastic prizes and experiences.

39. McCambridge

40. Haribo

Beloved by families nationwide, Haribo’s products are consistently among Ireland’s top sellers. With three out of the Top 10 branded share bags, favourites like Starmix, Tangfastics, and Supermix continue to win the hearts of consumers seeking quality, taste, and fun

Haribo’s success lies in its unbeatable combination of iconic products, trusted quality, and innovation. Alongside its core range, Haribo introduces exciting new sweets that delight shoppers with fresh flavours and textures, adding even more variety to an already winning portfolio

As seasonal moments like Easter, Halloween, and Christmas roll around, Haribo’s festive range brings a playful, celebratory spirit to shelves. With formats perfect for sharing, gifting, or enjoying solo, Haribo ensures sweet memories are made all year round.

Whether it’s a classic favourite or a new discovery, Haribo continues to deliver more than just sweets, it delivers happiness in every bite.

41. Glenisk

As Ireland’s leading organic dairy brand, Glenisk blends four generations of family wisdom with a modern commitment to health, sustainability and taste For over 30 years, this family-owned Offaly company has been crafting premium organic yogurt using fresh Irish milk and live cultures, always guided by a simple promise: Nothing Artificial, Ever Glenisk has earned the trust of Irish households by staying true to its values and evolving alongside its consumers. Its broad range includes Organic Bio Yogurts for the whole family, indulgent Greek Style varieties and innovative High Protein Irish Strained Yogurts designed to support strength and wellness with clean, food-first nutrition, without powders or gimmicks, just real food.

Glenisk is also a leader in dairy for young families, offering Added-Sugar-Free yogurt lines for babies and children to help establish healthy habits from the start. With the addition of lactose-free and fortified protein formats, Glenisk continues to serve every life stage, combining nutrition, simplicity and satisfaction.

Deeply rooted in the Irish landscape, Glenisk champions sustainable organic farming and climate-conscious practices across its operations. The brand’s Innovation Centre, rebuilt after a devastating fire in 2021, now serves as a beacon of resilience and creativity, inspiring Glenisk’s next chapter of product development and community engagement.

Haribo remains Ireland’s No 1 sweets brand, bringing smiles and moments of childlike happiness to consumers across the country

In a competitive market, Haribo continues to outperform delivering a massive 81% of all sweets share bag unit growth year-to-date, making it the driving force behind growth in the category

Haribo’s leadership is not only clear, it’s unmatched. The brand sells double the amount of its nearest competitor, The Natural Confectionery Company, reinforcing its dominance in value sales within the branded share bag segment.

From the farm to the fridge, Glenisk is dedicated to better dairy crafted with integrity, made with care and trusted by generations.

42. Activia

Activia being named as one of Worldpanel by Numerator’s Top 100 brands is a proud moment and a meaningful acknowledgement to the dedication and effort our teams have put into the brand. This recognition highlights our ongoing commitment to delivering highquality products that meet the needs of today’s consumers, particularly in areas such as health and nutrition.

Over the past year, we have focused on developing new and improved dairy offerings as the #1 yoghurt brand Activia, offering functional support in terms of gut health for Irish consumers. This reflects Activia’s desire

to be a trusted choice for families and individuals looking for healthier options that don’t compromise on taste

Made with only carefully selected fruits along with billions of live cultures. Then fermented for 8 hours so our unique blend of five ferments have time to do their work. Helping to create a smooth and creamy yogurt that’s irresistible At Activia we’ve always been passionate about gut health with a wide range of options to choose from, so whether it’s our delicious fruit range our smooth and creamy no added sugars, 0% fat yogurt or our Fibre Breakfast range why not start your day with Activia.

43. Kinder

44. Lyons Tea 45. Hellmann’s 46. Mc Cain 47. Lenor 48. Hovis

49. Dove 50. L’Oreal Paris

51. Fyffes

Placing at No 51 in Ireland’s 100 Master Brands at Home is a fitting recognition for Fyffes, one of the country’s most enduring and iconic names. With roots dating back to 1888, Fyffes has grown from a pioneering fruit importer into a household name synonymous with freshness, reliability, and innovation.

For generations, the distinctive blue Fyffes label has been a familiar sight in kitchens and lunchboxes across Ireland. But behind the simplicity of a banana lies a complex, global operation built on rigorous quality standards, ethical sourcing, and a deep commitment to sustainability From tropical farms to local shelves, Fyffes manages every step of the journey with care and precision.

Over the years, the brand has evolved while maintaining its core values. Fyffes continues to invest in sustainability environmental initiatives, worker welfare and human rights, and community development across Latin America. across its supply chains. This commitment is matched by a strategic focus on embrace of technology and innovation, >>

SUPPORT YOUR

Activia Fibre Walnut Oats 4 Pots Pack

at

ensuring the company remains competitive in a rapidly changing food landscape Fyffes’ placement in the Top 100 is not just a celebration of past achievements, but a reflection of its relevance today. Whether through new product offerings, educational partnerships, or environmental stewardship, the brand demonstrates how a legacy business can adapt with purpose With a strong identity, deep consumer trust, and a forward-looking approach, Fyffes remains not just a staple in Irish homes, but a leader in the global produce industry

52. Santa Rita

Santa Rita is delighted to not only be the first wine brand to secure a position in Ireland’s prestigious Worldpanel by Numerator Top 100 Brands in the grocery sector but to have risen from outside the Top 100 to a remarkable 52nd place in two years and be one of only two alcohol brands included in this ranking. This recognition serves as a testament to the collective effort, dedication, sustained input, and strategic initiatives that have positioned Santa Rita 120 as the number one wine brand in Ireland.

Building on this momentum, Santa Rita 120’s summer marketing campaign is now in full swing, running from June through to September 2025. The activation features highimpact outdoor advertising, in-store visibility via gondola ends and neck collars, and a major national consumer competition.

The headline promotion, Santa Rita 120 Hours Experience, offers consumers the chance to win a once-in-a-lifetime trip to Easter Island, including flights, accommodation, meals, and curated activities, deepening customer engagement within the sector

With the summer season well underway, Santa Rita 120 offers a great range to match every occasion. The 120 Coastal Sauvignon Blanc, from Chile’s Leyda and Casablanca valleys, delivers bright citrus notes, crisp green apple, and a refreshing saline edge For fans of fuller-bodied red wines, the 120 Deep Red blends Cabernet Franc, Cabernet Sauvignon, and Carménère, offering rich dark fruit and herbal complexity, making it perfect for barbecue pairings. Meanwhile, the 120 0% Sauvignon Blanc presents a refreshing, alcohol-free alternative for more mindful enjoyment.

53. Koka

54. Walkers

55. Connacht Gold

creamy texture and ease of use, blending real butter with rapeseed oil for effortless spreading on fresh bread. Connacht Gold Softer Butter is pure creamery butter, but in the convenience of a tub

The brand’s excellence is underscored by its recent triumph at the 2024 Great Taste Awards, where Connacht Gold Pure Irish Butter received two stars for its creamy, perfectly salted finish, while the Softer and Half Fat butters were commended for their flavour and spreadability straight from the fridge Available in all major retailers, Connacht Gold continues to set the standard for Irish dairy, blending tradition, innovation, and unbeatable taste for today’s consumers.

56. Wrigley’s

Connacht Gold butter is a staple of Irish kitchens, celebrated for its rich heritage, quality, and innovation. Founded in 1897, Connacht Gold has grown from humble roots in the dairies of the western seaboard to become one of Ireland’s most trusted dairy brands, supported by almost 1,000 farming families. The brand’s commitment to authenticity is at the heart of its enduring appeal, ensuring that each pack delivers the taste of honest, simple food - just like it used to be

A standout in Connacht Gold’s range is its Connacht Gold Half Fat Butter, a unique product that has led the market for over 30 years as Ireland’s only half fat, real butter This innovation, developed in response to consumer preferences, offers all the taste of traditional butter with half the fat, making it a favourite for health-conscious shoppers without compromising on flavour Connacht Gold Spreadable Butter is also praised for its

Family-favourite Andrex is making waves in the toilet tissue category, continuing to set the standard with its remarkable growth and innovative offerings. Known for its highquality, premium products, Andrex has recently drawn in 900,000 new shoppers who trust the brand to deliver excellence every day.

The Ultimate Quilts variant continues to pull in new customers, with the addition of range extensions including Aloe Vera and Vanilla & Sandalwood offering comfort with added care. In 2025, the range will evolve again with the launch of a Midnight Ylang & Amber fragranced limited edition, bringing a subtle fragrance-led twist to a household staple Andrex is also innovating in the wipes segment. The refreshed Ultimate Fresh Hygiene Wipes now feature odour-neutralising technology, and the launch of new Extra-Large sheets ensure added confidence for those seeking an even more confident clean.

The spirit of innovation is also seen in the groundbreaking Andrex “Get Comfortable” brand platform, which reveals the truth that too many Brits are held back by their prudery and embarrassment about going to the toilet.

The campaign, which includes the ‘first office poo’ encourages conversations around hygiene head-on with creative, relatable and empathetic messaging.

Connacht Gold and sourdough bread

Extra Peppermint

>>

As the category evolves, Andrex is showing how thoughtful innovation and clear purpose can energise the aisle and deepen connections with today’s shoppers. In 2026, the brand will continue to raise the bar for the category through exciting innovations that push the boundaries of intimate skin care and advance consumer expectations.

62. Killeen 63. Bisto 64. Charleville

With a heritage dating back to 1912, Charleville cheese remains the top choice for Irish consumers, being purchased by over onethird of Irish households.

The year 2025 marked a significant milestone for Charleville as it introduced 100% recyclable packaging across its grated and sliced cheese range Additionally, Charleville ventured into the added-value cheese segment with a new range of high-protein cheeses, catering to the growing consumer demand for high-protein natural foods.

This launch has been bolstered by in-store communications, sampling, extensive press campaigns, and collaborations with highprofile influencers.

65. Club

For nearly a century, Club has been delighting taste buds across Ireland with its bold, zesty flavours and unmistakable fizz. An iconic Irish brand and a proud member of Love Irish Food, Club has earned its place as the number one citrus carbonated soft drink in the country, and for good reason.

With three classic flavours, Orange Lemon, and the uniquely Irish Rock Shandy, Club offers a refreshing burst of citrus that generations have grown up loving. Whether it’s the nostalgic pop of a Club Orange or the tangy twist of Lemon, there’s a flavour for every palate and every moment.

Club has evolved with the times, offering both original sugar and sugar-free options to suit all lifestyles, without compromising on the bold taste fans adore. Loved by all age groups, Club continues to bring people together, from sunny picnics to family dinners and everything in between.

More than just a drink, Club is a part of Irish culture, a fizzy companion to life’s everyday celebrations. So, crack open a can, take a sip, and taste the citrusy joy that’s been refreshing Ireland for generations.

66. Pepsi

Pepsi Max is Ireland’s best-tasting, fastestgrowing cola brand thanks to its bold, zerosugar formula. 73% of Irish consumers prefer its taste - in a blind taste test, 73% chose Pepsi Max over the leading full-sugar cola.

As a 127-year-old global icon, Pepsi’s heritage is woven into pop culture. Under the global “Thirsty For More” platform, Pepsi

energises fans worldwide via partnerships such as UEFA Champions League and EA Sports.

With ‘Maximum Taste, No Sugar’ at its core, Pepsi Max proves that zero sugar and great flavour are a winning formula.

Dr Oetker are delighted to be ranked 68th in Worldpanel by Numerator’s Top 100 Masterbrand’s 2025. This is great recognition for the consistent performance of the business. As a pizza manufacturer Dr Oetker’s sales continued to grow ahead of the category the category grew at +5%, while Dr Oetker grew +10% in value sales. As a pizza manufacturer market share grew to 40.6% (vs. 38.8% last year). The Chicago Town Masterbrand sales grew +7% and had a share of 20.8%. The company invested in the Chicago Town Masterbrand having launched the new ‘Feed Your Urge’ campaign in October 2024, with a comprehensive media support plan which included TV, VOD, Out of Home, Cinema, Social, Gaming and Shopper marketing. The Dr Oetker Pizza brands sales grew + 12% and market share was up to 19.8% (vs 18.4% last year). All sub brands were in sales growth Ristorante +14%, Bistro +4.7%,

Pizzinis +20.5% and Bistro +8%. Dr Oetker invested in the Ristorante Play It campaign and supported this through TV, VOD, Social, Influencer activity and Shopper Marketing. The Dr Oetker baking brands were in slight sales decline over the period at -3%, however the company continued to invest in the brand through the ‘Bake it Pink’ partnership with Breast Cancer Ireland, social media, brand ambassadors and shopper marketing activity The Bake it Pink campaign was shortlisted at the Irish Sponsorship Awards 2024 and won Best Consumer PR campaign at the PR Awards 2024

*Pizza Source: Combined Market Read MAT (w/e 06/10/24), Dunnhumby, Symphony, Talysis, Worldpanel by Numerator

*Baking Source: Combined Market Read MAT (w/e 06/10/24) Dunnhumby, Symphony EYC.

Corn Flakes 73. Doritos

O’Donnells, Ireland’s most awarded crisps brand, has mastered the art of producing premium-quality, delicious hand cooked crisps. Since 2010, O’Donnells has captured the hearts of Irish consumers with its superior quality and delectable range of flavours. This year O’Donnells is honoured to move

Q&A with… Anne-Claire Monde, head of marketing Ireland, Irish Seafood Investment Ltd t/a John West Ireland

Q: How is John West helping to lead innovation within the category

A: John West continues to lead the way in innovation by focusing on delivering products that are both tasty and convenient - a unique combination that no other brand in the category is offering at the same scale This relentless focus has positioned us as a category growth driver responding directly to evolving consumer needs while raising the bar for quality and accessibility

Q: Can you share some highlights of your recent NPDs and the thinking behind them?

A: Our latest launch, the John West Protein Salads, taps into the growing consumer demand for high-protein, ready-to-eat meals. Tuna, naturally rich in high-quality proteinespecially leucine, which plays a key role in muscle synthesis - makes it an ideal hero ingredient. These salads are not only nutritionally powerful but also designed with convenience and taste in mind, perfectly aligning with modern eating habits. At John West, we thrive on pushing boundaries. For the second half of 2025, we’re excited to launch a range of premium innovations designed to capture a slice of the high-value segment - a space that makes up around 10% of the category

Q: John West’s Féile campaign has become a strong brand moment each year. What makes this campaign so successful, and how does it reflect your brand values?

A: This year marks the 10th anniversary of our partnership with Féile, and it’s a campaign we’re incredibly proud of John West Féile embodies many of the same values we champion as a brand: resilience, camaraderie, fun, and personal growth. Through this collaboration, young athletes gain essential life skills, while we support them by bringing the nutritional fuel they need to perform and thrive. It’s a celebration of youth, community, and nourishment - true to John West’s core

Q: What role does in-store activation play in your wider marketing strategy?

A: In-store activation plays a critical role in our strategy Retail media and on-shelf visibility are key to capturing shoppers during the all-important lunch mission. We focus on disruption - cutting through the noise at point of purchase - to inspire trial and drive conversion. The results speak for themselves: we’re seeing consistent increases in household penetration and frequency of purchase

up five places to the number 77 spot in the Worldpanel by Numerator Top 100 brands. O’Donnells holds the esteemed position of being Ireland’s most honoured crisp brand. O’Donnells has garnered 12 esteemed awards including four Great Taste Awards, three Irish Quality Food Awards and five Free From Food Awards. These prestigious accolades serve as a testament to the exceptional quality offered by O’Donnells.

O’Donnells continues to feature on the national airwaves with lunchtime sponsorship on Today FM, running weekdays from 12pm2pm, building mental availability during the lunchtime snacking occasion.

For summer gatherings with friends and social dining experiences, O’Donnells crisps are the ultimate choice for food enthusiasts.

As always, O’Donnells crisps are gluten free and suitable for vegetarians, with no artificial colours or flavours and no MSG/GM ingredients.

78. John West

Q: With consumer interest in health, convenience, and sustainability on the rise, how is John West ensuring it stays relevant and ahead of the curve?

A: Staying ahead means investing in the future of nutrition. John West has recently established a new R&D and Nutrition Centre in Wageningen, Netherlands, which allows us to deepen our expertise and continually refine our product portfolio We’re actively monitoring the nutritional profile of our products and expanding our innovation pipeline to meet evolving needs - not just for lunch, but across emerging new consumption occasions. Health, convenience, and sustainability are embedded in every decision we make.

Q: Looking ahead, what are your marketing priorities for the next 12 months – and how do you see the category continuing to evolve?

A: The ambient fish category remains one of the few in growth within grocery, and we’re focused on maintaining momentum through bold, relevant marketing and product innovation. We see continued polarisation within the category: private label continues to serve the value segment, while premium offerings are gaining ground with more discerning consumers. Our priority is to strengthen our brand leadership by playing at both ends - delivering value and quality, without compromise

50 100 MASTER BRANDS AT HOME

Cully & Sully Soup range

Cully & Sully celebrate 20 years in business

Cully & Sully are delighted to feature in Shelflife 100 Master Brands at Home especially moving up to no 83. The brand is delighted to be celebrating its 20th year in business and glad to have the founders Cullen Allen (Cully) and Colum O’ Sullivan (Sully) and a dedicated team working from the Hen House in Cork.

All our Irish soups are made in Ireland in Galway and Kilkenny.

Cully & Sully’s pies which was the brands original product are still available, and they have added to the range with their award-winning market leading soups, broths & most recently risottos.

The market for brands is getting tougher with strong competition from own label but Cully & Sully are proud of what their brand represents and the care and attention they give their products. They are a certified BCorp and a member of origin green and they support many initiatives across Ireland such as Big Little Beach Clean and Foodcloud.

Being recognised as one of Ireland top 100 brands is testament to the hard work and care by their employees and partners alike. Cully & Sully said: “We would like to extend a huge thank you to our loyal customers who continue to support us. Here’s to another 20 years and lots more exciting innovation to come!”

84. Nivea

85. Ballygowan

It has been a busy first half of the year for Ballygowan, particularly from a sports sponsorship perspective. Ballygowan ran a special on-pack featuring IRFU brand

ambassadors Béibhinn Parsons and Joe McCarthy which coincided with both the men’s and women’s Six Nations tournaments. It is a big summer for Joe as he embarks on his first Lions tour in Australia while September will see Béibhinn travelling to the UK for the women’s Rugby World Cup Ballygowan also continued its support of GAA this summer with a number of sponsored

Ballygowan IRFU brand ambassadors

Béibhinn Parsons and Joe McCarthy

teams progressing to the knockout stages of the All-Ireland Championship Ballygowan is the official hydration partner to Dublin, Kerry Armagh, Limerick, Cork, Kilkenny, Kildare, Derry and Westmeath, Ballygowan’s fruity sub brand ‘Ballygowan Hint of Fruit’ is going from strength to strength with a record period of sales so far this summer The brand continues to innovate in order to meet the increased consumer demand for sugar free, flavoured water and the latest ‘lightly sparking’ range is growing rapidly in distribution. This latest range is available in both impulse and take home SKUs and is available in three flavours (Orange, Summer Fruits and Strawberry) and is sugar free and lightly sparkling.

Premier Dairies has been serving Irish households with high-quality milk since 1966. As part of the Tirlán family of brands, Premier Dairies is committed to quality and sustainability, offering products that are quality-tested to guarantee freshness in every drop

Hint of Fruit

92. Galtee

93. Premier Dairies

94. Kerrygold

A symbol of national pride at home Kerrygold, Ireland’s most successful food brand, has been enjoyed by food lovers around the world for more than sixty years. A symbol of national pride at home, its international popularity is deeply connected to the community of Irish dairy farming families who produce it. Known for its premium quality and superior taste, Kerrygold has been a centerpiece in family homes for generations.

Made in Ireland with milk from grass-fed Irish cows, it’s this natural goodness that gives Kerrygold its rich, creamy taste Thanks

to its unmistakable quality, Kerrygold has grown into a globally loved brand. Kerrygold remains the best loved butter brand for Irish consumers, who value its consistent taste, trusted quality, and the exceptional experience it brings to every occasion.

As the needs of Irish households evolve, Kerrygold’s focus on innovation ensures the brand stays in step with emerging trends, blending trusted quality with exciting new flavours and formats. Last year marked a milestone with the launch of Kerrygold Cream Cheese in Ireland. Available in three delicious flavours, the range brings added enjoyment to everyday meals and is perfect for elevated snacking.

Kerrygold also introduced the 100g Salted and Garlic & Herb Butter Stick, a convenient format offering more choice. Kerrygold Spreadable is now available in a handy 200g pack, ideal for smaller households.

With more product innovations on the horizon, Kerrygold continues to grow from strength to strength at home, with a bright future ahead.

With over 50 year’s experience, Kilmeaden has truly perfected the craft of cheddar Like many of the finer things in life, cheddar naturally improves with maturity, that’s why our Fillet of Cheddar is slowly matured for many months. Taste Kilmeaden and discover for yourself its famous award-winning craft and flavour

Kerrygold Butter

Schools’ back for autumn

Grocery retailers should start stocking up on essentials now, as many parents are already gearing up for their back-to-school shopping.

Donna Ahern reports

In 2024, it is estimated that there were 1,232,714 children living in Ireland, accounting for 22.9% of the total population. This is according to the 2024 edition of the State of the Nation’s Children (SONC) report which was published at the end of the year by the Department of Children, Equality Disability Integration and Youth (DCEDIY).

With this in mind demand is likely to rise for school-related grocery items, convenient lunch and snack options, and affordable, nutritious meals over the coming weeks.

On the run up to the academic year last year, take-home grocery sales increased by 5.4% in the four weeks to 1 September 2024, according to the data from Kantar, as Irish households prepared for the new school year

As summer ends and the back-to-school season approaches in late August and early September, parents begin preparing for the return of school routines, including packed lunches.

This led to increased spending, with an additional €2.1 million on biscuits, €1.3 million on cheese and €460 million on bread. As busy schedules took hold, shoppers also turned to quick meal options, resulting in an extra €2.6 million spent on chilled convenience foods compared to August.

Indie Bay launches new Pretzel Thins:

The feel-good snack

Indie Bay making their debut into the market with the launch of New Indie Bay Pretzel Thins.

They have all the punch of a pretzel and the crunch of a crisp with less fat and calories, making them the ultimate feel-good tastegood snack.

They are baked until light and crispy to make the most delicious satisfying snack that would rival the crispiest of crisps.

• Great Taste Award Winner

• Baked, Never Fried

• 70% Less Fat than Crisps

• Source of Fibre

As snacking continues to rise in popularity, consumers are demanding healthier, more innovative options. Indie Bay Pretzel Thins meet this need perfectly, offering the ultimate snacking satisfaction in a unique, crispy format.

At the time of publishing the figures, Emer Healy, business development director, Worldpanel by Numerator (formerly Kantar), commented: “As summer comes to an end, many shoppers prepared for the back-toschool routine, with more packed lunches and after-school meals to prepare. Shoppers continue to take advantage of promotional offers from retailers with spending on promotions up 9.6% compared to this time last year.”

The research showed that during the period shoppers were drawn to retailers’ own label ranges. Sales of own label products performed strongly on the run up to back-to-school last year, up 4.5% year-on-year, holding a value share of 47%, with shoppers spending an additional €66.8 million compared to the same period in 2023 on these ranges. Premium ranges also continued to do well, with shoppers spending an additional €14.2 million

on these lines, up 10.2% compared to the same time the previous year

According to Kantar, with major retailers heavily promoting brands in their recent advertising campaigns at the time, branded goods outpaced total market growth, increasing by 8.4%, with shoppers spending an additional €121 million compared to the same period the previous year It may be interesting for retailers and brands alike to note that over 60% of branded products were purchased on some form of promotion, a 9.8% rise from the same period in 2023.

It’s essential for grocery retailers to stock their shelves with all the back-to-school necessities, including stationery and classroom supplies. To help ease the financial burden many parents face during this costly time of year, offering in-store promotions and bulk multi-pack options is crucial.

Available now in convenient 35g packs at an RRSP of €1.25, these are the perfect lunchbox snack. The launch is supported by a nationwide awareness and sampling campaign

to ensure everyone gets a chance to try this must-have snack.

For more information or to stock up, contact: hello@indiebaysnack.com

Indie Bay Pretzel Thins Lightly Salted

Indie Bay Snacks

Gentle Relief for Children

Soothing Sore Throats, Coughs & travel sickness

Robinsons Fruit Shoot - Keeping kids refreshed

on-the-go!

Robinsons Fruit Shoot is the perfect kids on-the-go drink specially designed for kids.

Our Robinsons Fruit Shoot range is all No Added Sugar and is free from artificial colours and flavours, offering parents a great way to keep their kids refreshed on-the-go Handily packaged in an easy squeezy sports bottle, ideal for when kids are out and about. Robinsons Fruit Shoot is perfect for the back to school lunch box occasion, as well as after school activities when kids need a product that can keep up with their busy lives!

Robinsons Fruit Shoot is available in 275ml single serve packs and also 4x200ml and 8x200ml multipacks, with 4 great flavours to choose from – Orange, Apple & Blackcurrant, Summer Fruits and Apple – there is something for everyone!

Ask your pharmacist or retailer about Tonstix Today!

Get ready for the back-toschool season with Tonstix

As the new school year approaches, parents are gearing up to face the challenges that come with the changing season, early mornings, and the inevitable cold and flu season especially when it comes to your little ones who like to ensure they are up close and personal with each other every day!

Formulated and manufactured in Dundalk, Co Louth, Tonstix Honey and Jelly Pops are a result of the founder’s dedication to creating a product that merges pharmaceutical expertise with practical parenting experience. Made with all-natural ingredients and medicinal-free, Tonstix Honey Jelly Pops harness the goodness of honey to provide a gentle, temporary coating that helps suppress discomfort.

What is the Answer to your shoppers’ ‘Lunch Time Dilemma’?

…The answer is surely going to be the NEW John West Protein Salads Quick, healthy, and delicious, they’re the perfect protein power-up for the busiest of lifestyles.

Each salad packs up an impressive 29g of Protein - and that is Natural Protein.

Ready in a flash, our new Protein Salads are appetite avengers, time savers, and a super option to fuel and repair the muscles of your shoppers. Aimed to meet the needs of the ‘young adults’ target group they will undoubtedly be a winner amongst any cohort looking for a healthy snack, or lunch… on the go, or at the desk.

The new John West Protein Salad comes in two super healthy recipes, as we have paired up our high-quality tuna with quinoa, and red kidney beans.

The introduction to market is being supported by a heavy launch campaign on social media, and in stores.

The unique melt-in-the-mouth formula of Tonstix Honey Jelly Pops soothes irritated throats caused by allergies, infections, and viruses. Whether it’s the result of cold weather or close encounters with classmates, Tonstix offers a comforting solution. Available in two delightful flavours – Honey & Strawberry and Honey & Apple – the fruity taste appeals to children’s taste buds, making relief a treat rather than a task.

What sets Tonstix apart is its honey jelly

formula with the added goodness of Vitamin C and Zinc: essential nutrients known to bolster the immune system’s healthy function. These pops not only provide comfort but also support children’s well-being during the seasonal transition. Sized perfectly for small hands, Tonstix Honey Jelly Pops are designed for toddlers through tweens. With Tonstix Jelly Pops, parents can be better equipped to face the new school year and its associated health challenges head-on.

And it is not a surprise that these products have become strong favourites with the young athletes who took part in John West Féile finals in June 2025!

John West Eat Strong. Go Strong... Sell Strong !

Created by parents to support parents, Tonstix Honey Jelly Pops are priced at €6 with its Travel Pops at €6.50 All 3 products are available in leading pharmacies and retailers nationwide as well as Boots UK stores. Visit: www.tonstix.com or @tonstixpops

For further product information please contact valeohealthcare@valeofoods.ie

Charleville cheese remains the top choice

With a heritage dating back to 1912, Charleville cheese remains the top choice for Irish consumers, being purchased by over one-third of Irish households.

The year 2025 marked a significant milestone for Charleville as it introduced 100% recyclable packaging across its grated and sliced cheese range Additionally, Charleville ventured into the added-value cheese segment with a new range of high-protein cheeses, catering to the growing consumer demand for highprotein natural foods.

This launch has been bolstered by in-store communications, sampling, extensive press campaigns, and collaborations with high-profile influencers.

John West Natural Protein Tuna Salad

Shauna Lenagh

Shauna Lenagh, general manager Ireland, Kellogg’s & withA

Q. With back-to-school season drawing near, what are some of Kellogg’s most popular breakfast cereals for busy families? Are there any new or updated flavours that retailers should look out for to stock?

A. As families gear up for the back-to-school season, we know mornings can be hectic. That’s why Kellogg’s cereals, a breakfast table favourite in Irish households since 1912, remain a go-to. Recent research conducted by Empathy Research (March 2025) found that 7 in 10 Irish adults consider Kellogg’s a household essential.

Classic favourites like Kellogg’s Corn Flakes, Rice Krispies, and Coco Pops continue to lead the way But we’re also innovating to meet evolving tastes. Our latest launch, Kellogg’s Oaties, is a crunchy, oat-based cereal now available in Original Crunch and Choco Crunch. Made from wholegrain oats that stay satisfyingly crunchy in milk. Oaties are already proving a hit with the whole family Innovation is crucial for us at Kellogg’s. It helps us stay responsive to trends, enhance flavour profiles, improve nutritional content, attract more consumers, and ultimately add value to the category Listening to consumer needs ensures we offer products and flavours that resonate with them, keeping us top of mind for shoppers and adding value for retailers.

Q. Many parents are looking for healthier, yet kid-friendly, breakfast options. Can you share any tips on how Kellogg’s cereals can fit into a balanced back-to-school diet?

A. At Kellogg’s, we’re committed to making it easy to serve up deliciously satisfying breakfasts that the whole family will love Here are a few simple tips that can support creating a balanced back-to-school breakfast:

• Choose wholegrains: Look for cereals like Kellogg’s Oaties, which are high in fibre and help keep kids full and focused throughout the morning.

• Add fruit: Topping cereals with sliced banana, berries, or apple adds natural sweetness and essential vitamins.

• Use the traffic light system: Our front-

of-pack labelling helps parents make informed choices and choose options such as Kellogg’s Rice Krispies, Kellogg’s Corn Flakes, or Kellogg’s Oaties.

With a few right choices, breakfast can be both nutritious and delicious - even on the busiest of mornings!

Q. Pringles are a go-to snack for many Irish shoppers. What makes Pringles a great choice for lunches or evening snacks, and do you have any new flavour launches in store?

A. Pringles are always a popular snacking favourite thanks to their iconic shape, resealable packaging, and bold flavour choices that make every bite exciting. They’re easy to pack, easy to share, and always deliver on taste - making them a hit with consumers. We’re constantly innovating to bring fans new flavour experiences. Most recently, we expanded our core range with the launch of Pringles Flame Grilled Steak - a savoury, smoky addition that’s already winning over steak lovers. For those who like things a little spicier, our Pringles HOT range now includes Blazin’ Hot Fried Chicken, combining fiery heat with crispy, crave-worthy chicken flavour Whether it’s a classic favourite or one of our bold new flavours, Pringles brings variety and fun to lunch, afternoon or evening snacking.

Q. Kellanova recently launched Cheez-It into the Irish market. How does Kellanova ensure that Cheez-It remain a delicious and satisfying snack for a variety of taste preferences for the Irish shopper?

A. Cheez-It is a unique baked snack with 100% real cheese and is a billion-dollar brand in the US. It’s proprietary baking method bakes them extra thin and crispy edges with their distinct curvy and crispy edges to deliver the right balance of crispy texture and authentic cheesy taste in every bite. We focus on quality ingredients and innovative flavour combinations to cater to a wide range of taste preferences. Last year we launched Cheez-It in Ireland with two flavours: Double Cheese Flavour and Cheese & Chilli Flavour This year, we are adding a third and fourth flavour to the

portfolio with the introduction of Cheese, Sour Cream & Onion as well as Cheese & Bacon. Our commitment to taste and quality makes CheezIt a reliable choice for the Irish consumer

Q. How is Kellogg’s engaging with families to make mealtime or snack time more fun? Are there any promotions linked to your products this school season that retailers can benefit from?

A. At Kellogg’s, we’re passionate about helping parents create fun, meaningful moments with their families - especially during everyday routines like breakfast and snack time One of our latest initiatives, K-Town, is a vibrant virtual platform designed to support parents with engaging activities and ideas to enjoy with their children. From interactive games to hands-on projects like “Crafting with Coco” - where families can repurpose cereal boxes into imaginative, eco-friendly creations. K-Town encourages creativity, sustainability, and connection at the breakfast table and beyond.

We’re also proud to continue our longstanding support of Kellogg’s GAA Cúl Camps, now in its 14th year of sponsorship and recognised as the leading summer camp across Ireland. These camps not only promote physical activity and teamwork but also build deeper connections between families and local communities.

As part of our Better Days Promise, we’re committed to supporting families beyond the breakfast table In 2023, we helped over 6,000 children access daily breakfasts through our Breakfast Club Grants and partnered with FoodCloud to donate more than 1 million servings of food.

This back-to-school season, we’re excited to roll out promotions that spotlight these initiatives, offering retailers a great opportunity to connect with socially conscious consumers and drive in-store engagement with familyfocused content and limited-time offers. In 2024, our UNO partnership was an excellent success with over 20,000 redemptions during the campaign in the Irish market alone Great news for UNO fans, it will be back and better than ever for 2025. Kellogg’s and UNO are giving consumers the chance to win the trip of a lifetime to the recently opened, Mattel Adventure Park in Arizona.

Q. For families on a budget, how does Kellanova offer affordable options without compromising on taste and quality for your cereals, Pringles, and Cheez-Its?

A. We understand the importance of valueespecially during the school season. That’s why Kellanova offers a wide range of Cereals, Snacks, Pringles, and Cheez-It snacks to suit different budgets, without compromising on quality or taste

From everyday value packs to limited-time promotions, our goal is to keep our products accessible and delicious for every family

Pringles Flame Grilled Steak

Oaties Choco Crunch

Oaties Original Crunch Cheez-It Cheese Sour Cream and Onion

Q. As more consumers prioritise sustainability, how is Kellanova addressing environmental concerns in its packaging and ingredient sourcing for products like cereals, Pringles, and Cheez-It?

A. Sustainability is at the heart of our Better Days Promise, which guides everything we do across our brands - from Kellogg’s cereals to Pringles and Cheez-It. We’re committed to reducing our environmental footprint while ensuring our products remain accessible, affordable, and delicious.

One of our key milestones in 2024 was the transition of Pringles tubes from an aluminium-based design to a new, paperbased format, making them fully recyclable This is a significant step toward our goal of creating more sustainable packaging solutions and reducing packaging-related greenhouse gas emissions.

Other initiatives under our Better Days Promise include:

Efficient Logistics: By standardising pack heights, maximising truck loads, and optimising deliveries, we’re improving supply chain efficiency and cutting emissions.

Water Conservation: We’re committed to reducing water usage by 30% in high-stress regions across Kellanova-owned manufacturing facilities by 2030

Fuelling busy school days with White’s all-new softbaked Oaty Bars

With the end of the summer holidays in sight and the new school year fast approaching, parents are on the lookout for convenient and nutritious lunchbox fillers that will keep their little one’s fuller for longer and energised throughout the day.

White’s Oats, Ireland’s largest oat miller and breakfast cereal producer, has the answer with its latest snack-and-go innovation, the White’s Oaty Bar

Well known for its extensive range of porridge oats, instant oats and granolas, White’s new Oaty Bar, extends its presence in the on-the-go breakfast category following the launch of ActivOat high in protein pots and marks the company’s first venture into the ambient snack category

Crafted in Co Armagh, the new soft-baked Oaty Bar is made from just five all-natural ingredients including White’s award-winning, high quality, Irish oats and Irish butter; offering a deliciously light, buttery oats-on-the-go snack which is packed full of fibre and free

Back to School CATEGORY FOCUS

Kellogg’s Origins Programme: This global initiative supports farmers through training and resources to improve productivity, regenerate soil health, protect biodiversity, and lower greenhouse gas emissions - all while respecting human rights and the environment. Sustainable Packaging: Along with transitioning our Pringles tubes to paper based. Kellanova’s plastic footprint by weight accounts for only 11% of our total packaging usage Given we are packaging food, and not household items, we must ensure that we are safely using recycled content in line with varying food safety regulations across the globe We are working with key partners to identify sources of recycled content for use in our packaging to enable us to grow our use of recycled plastic.

At Kellanova, we believe that nourishing families also means nurturing the planet - for today and for generations to come

For more information on its global Better Days Promise, visit Breakfasts for Better Days | Kellogg’s.

Kellogg’s: powering back-to-school breakfasts

As families gear up for the back-to-school season, mornings can be hectic - which is why Kellogg’s cereals remain a trusted breakfast

from any additives or preservatives making it an excellent source of slow-release energy and key nutrients to power those busy, back-toschool days

Available in a 45g Bar and containing 196 calories, each bar provides over 3g of fibre and protein, making it a great lunchbox addition: ideal for mid-morning breaks, an after-school boost, or even as a quick, satisfying snack to help keep busy parents fuelled when out doing the school runs.

Colin Ferguson, head of sales, White’s Oats, is delighted with the response of sales and comments from consumers since the product landed on shelves, commenting:

“At White’s we’re committed to delivering

Cuisine de France Demi Baguette

The Cuisine de France Demi Baguette is an excellent choice for a back-to-school lunch box filler for several reasons. Firstly, its light and airy texture makes it perfect for a variety of fillings from ham and cheese to more adventurous options like humus and veggies. Secondly it provides a good balance of carbohydrates, protein and fiber which are essential for keeping kids energized and focused throughout the school day. Finally, its size is just right for lunch boxes making it easy to pack and eat without any fuss.

staple across Irish households. As the number one cereal manufacturer in Ireland1, Kellogg’s has been a part of family routines since 1912, offering quick, satisfying options loved by generations. Recent research by Empathy Research (March 2025) found that 7 in 10 Irish adults consider Kellogg’s a household essential. Iconic favourites like Kellogg’s Corn Flakes, Rice Krispies, and Coco Pops continue to lead the way, offering consistency, familiarity, and great taste

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

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

high-quality, innovative products that support our customers’ busy lifestyles. Our new Oaty Bars, made with all-natural Irish butter and over 50% wholegrain oats, offer a greattasting, naturally energising snack that that will leave that hungry feeling fading fast.”

Founded in 1841, and with over 183 years of experience crafting oat-based products, White’s Oats are committed to fulfilling the evolving needs of today’s consumer, from product to packaging innovations including block bottom packs, doy packs, sachets and pots which are core to their business development.

White’s Oaty Bars are available now nationwide

Cuisine de France Demi Baguette

Back-to-School mealtimes

made easy with Pizza da Piero

As the back-to-school season approaches, families everywhere are gearing up for the return of routines, and that includes quick, wholesome meals that don’t compromise on taste For retailers looking to meet the demand for convenient, family-friendly options, Pizza da Piero sourdough pizza bases are a must-have on shelves.

Freshly made every day in Rathcoole, Co Dublin, these stone-baked sourdough pizza bases are crafted using just six simple ingredients with no artificial additives or preservatives. Each base is made with a 48-hour pre-fermented sourdough starter, giving it a uniquely light texture,

digestibility, and authentic flavour

Perfect for school-night dinners, lunchbox leftovers, or Friday-night fun, Pizza da Piero bases cook in just five minutes and can be topped with whatever’s in the fridge making them a go-to solution for busy households. They’re vegan-friendly, dairy-free, and high in protein, with large bases (12”) at only 365 calories and mini versions just 130 calories.

The brand’s freezer-friendly packaging and quick five minute defrost time add even more convenience, making it easy for parents to have a satisfying, stress-free meal option always on hand.

Retailers can benefit from stocking a trusted Irish brand that resonates with today’s healthconscious, time-poor consumers. Pizza da Piero’s strong summer campaign, which focused on family, quality ingredients, and supporting local, positions its pizza bases and sauce as a standout choice in chilled aisles.

As Piero says: “It’s not just about making pizza; it’s about bringing people together.”

With that spirit at its core, Pizza da Piero is more than a product; it’s a mealtime solution with heart. Stock up now and help your customers enjoy the back-to-school season with flavour, ease, and joy.

Premium cooked and traditional breakfast meats

Divilly Brothers is a proud, third-generation family-owned Irish meat business, established in Galway in 1927 Originally a local butcher shop, the company has grown under the leadership of brothers Shane and Peter Divilly, who continue to honour their family’s legacy while evolving the brand to meet modern consumer needs.

Today, Divilly Brothers supplies a wide range of premium cooked and traditional breakfast meats to retailers nationwide, including Tesco, Dunnes Stores, and Aldi. Their commitment to quality, traceability, and authenticity has earned them a growing customer base across Ireland.

The brand is recognised for its innovative product development and sustainable practices, including the introduction of no-added-nitrite cooked meats and a significant reduction in plastic packaging, cutting usage by 93%. These advances reflect the company’s ongoing investment in health-conscious and environmentally friendly solutions.

Despite its growth, the company remains deeply rooted in its family values, treating staff like extended family and staying actively involved in local communities and Irish culture, including Irish language promotion and charitable initiatives.

Divilly Brothers continues to stand by its promise: “So honest, our name is on it.”

Pizza de Piero stonebaked pizza bases

Divilly Brothers product range

Back to School CATEGORY FOCUS

Back to school with Bob Snail: The 100% fruit snack kids love, and retailers can count on

As parents across Ireland prepare for the back-to-school season, one question keeps coming up: what snacks are actually good for kids? Bob Snail is here with a delicious answer - one that’s already won over families in more than 40 countries worldwide

Made from 100% fruit and nothing else, Bob Snail fruit snacks are the ideal addition to school lunchboxes, a quick nibble between classes, or a sweet bite after school. With no added sugar, no preservatives, no colourings, and gluten-free, they offer a clean-label alternative that today’s families can feel good about. But just as importantly, they taste great, which is why kids reach for them again and again.

Now officially launching in Ireland, Bob Snail is a newcomer to this market - but not new to the world. The brand is already listed in the biggest international retail networks, including Tesco, Lidl, Spar, Auchan, Carrefour etc Its global success reflects strong consumer demand for snacks that deliver on taste, transparency, and fun - a rare combination.

The range available in Ireland includes:

• 30g & 60g Fruit Rolls – playful to unroll, share and enjoy. Great for lunchboxes or as an after-school treat.

• 14g Fruit Stripes – bite-sized and easy to eat on the go whether during breaks, in the car, or after sports.

• 20g Eat & Play – a fun concept combining two fruit rolls with a surprise collectible toy. Kids never know which one they’ll get, and that collectible factor adds a whole new level of excitement and shareability

Bob Snail snacks are compact and portable - they fit easily into any lunchbox, schoolbag, or jacket pocket. They’re perfect for eating during short breaks, sharing with friends, or saving for after-class activities.

And for retailers, Bob Snail is just as convenient:

• Shelf life: 15 months from production

• Lightweight and easy to merchandise

- ideal for till points, lunchbox-themed displays, or healthy snacking zones

• Formats that support a range of price points and planogram needs

The back-to-school period is one of the most important times for snack sales, and Bob Snail offers something different: a fun, tasty, school-safe product that parents trust - and kids genuinely enjoy. With global proof of concept and growing demand for betterfor-you snacking, Bob Snail brings real added value to Irish shelves.

For more information, contact Ampersand at 01 413 0100 or your Ampersand representative. ■

Animal instincts

Pet ownership is growing in Ireland, and so is the demand for high-quality, nutritious, and sustainable Pet Care. Consumers are looking for more from the products they buy. Ryan Brennan reports

As pets are increasingly being considered cherished members of the family, consumers are more willing than ever to invest in their well-being. This shift in attitude is driving demand for premium pet food products that are not only nutritious but also sustainably sourced. Pet owners are prioritising high-quality ingredients and ethical production practices, reflecting the same care and standards they would apply to their own diets.

In 2023, 25% of households owned at least one cat or dog in Ireland, according to a Statista report titled ‘Cat and dog owning households in Ireland 2010-2023’, which was published last year

It comes as no surprise that Ireland’s pet care market is expected to grow by around 4% between 2025 and 2030, according to a Strategh.com report titled ‘Ireland Pet Care Market 2025’ as it adapts to a landscape shaped by rising inflation, growing sustainability concerns, and the increasing humanisation of pets.

The research shows that sustainability has

‘Delight your cat’s senses’ with Felix

Felix is the number one Wet Cat Brand in the Irish Market with 20.8% market share* Felix has built up its success over time through its core pillars of mischief and taste delivering delicious, varied food to shoppers’ pets through a lovably mischievous animated cat personality

emerged as a dual frontier for innovation, reshaping both product ingredients and packaging.

‘The proliferation of alternative proteins –including insect-based formulations in dog food – reflects alignment with pet owners’ eco-conscious lifestyles, mirroring trends in human food consumption,’ the report outlines.

‘Simultaneously, manufacturers are adopting recyclable or biodegradable packaging to cater to Ireland’s environmentally aware consumer base, which prioritises reducing pet care’s ecological footprint. This shift is further amplified by retailer commitments to ESG (environmental, social, and governance) goals,

Felix offers tasty meals that look like food you might have cooked yourself with sensational combinations of textures and flavours to delight your cat’s senses. From Creamy Soups, Deliciously Sliced, Tasty Shreds, Doubly Delicious and even as good as it looks, it’s hardly surprising that clever cats get Felix.

In 2024 Felix launched a Dry Cat Food range; Felix Doubly Delicious Dry and was

with major chains expanding shelf space for sustainable pet care lines.’

Statista noted that humanisation remains the linchpin, fostering demand for functional treats, organic ingredients, and veterinaryrecommended diets.

‘Success for brands hinges on balancing accessible pricing with aspirational health claims, particularly as hybrid shopping behaviours – mixing premium and budget purchases – become entrenched,’ it added.

Pet humanisation is still the key driver, increasing demand for healthy treats, natural ingredients, and vet-approved diets. Retailers should stock up to keep up with this trend.

awarded Product of the Year 2025! Felix Doubly Delicious Dry is a tasty range of meals that will appeal to your cat’s senses with an exciting combination of delicious crunchy pieces and softer, more tender chunks. These tasty meals also contain a proper combination of minerals and vitamins to satisfy 100% of your cat’s daily needs.

Felix is hitting the road with global superstar, Robbie Williams, as headline sponsor of his 2025 European Tour This is the first time a cat food brand has sponsored an A-lister music tour, bringing the pet and music industry together like never before. The tour marks the continuation of the partnership between the brand and the internationally acclaimed recording artist, with Robbie Williams writing a song, ‘It’s Great to Be a Cat’, exclusively for the brand’s advertising campaign last year

The mischievous duo will be visiting 18 countries in Europe and playing in Croke park, Dublin on Saturday 23 August 2025.

lan and Indy playing on the beach

A natural dog food range

At Naturo Natural Pet Foods, it is Naturo Natural Dog Food is 100% natural, made with high quality ingredients and supplemented with essential vitamins, minerals and oils. No artificial colours, flavourings, or preservatives are used in any of Naturo Natural recipes. It’s natural dog food range offers a selection of recipes to cater for your dog’s needs with grain free gluten free and with rice option from puppy to adult, to senior dogs.

So why choose Naturo Natural Dog Food? Its recipe is 100% natural, made with high quality ingredients and supplemented with essential vitamins, minerals and oils.

No artificial colours, flavourings, or preservatives are used in any of its recipes.

Its natural dog food range offers a selection of recipes to cater for your dog’s needs with grain free, gluten free and a rice option from puppy, to adult, to senior dogscommitted to providing your dog with highquality, nutritious meals that support their overall health and well-being. It’s range of natural dry dog food is made from 100% natural ingredients, offering a balanced meal for your dog.

SuperValu Insurance launches pet insurance as it continues strategic expansion

SuperValu Insurance’s strategy expands into new areas and follows the recent launch of life insurance. Life insurance and mortgage protection were added last year and relaunched in June 2025 with Ireland’s leading life insurer Irish Life, helping the business to deliver continued growth.

The launch of SuperValu pet insurance is expected to increase SuperValu’s overall insurance customer base This growth has meant SuperValu Insurance now stands as one of the largest intermediaries in the Irish personal insurance sector

This new offering provides lifetime cover for pets - a significant advancement in protection for pet owners. It also includes vet fee cover up to €6,000 the highest level of veterinary cover currently available in the Irish market. Policyholders also have access to SuperValu’s 24/7 PawsOnCall Careline for round-the-clock support when needed.

SuperValu Pet Insurance will support pet owners not only through illness and injury, but will also offer a range of perks to all new policy holders including:

• A €40 SuperValu voucher to cover your pet essentials.

• Access to a lost and found pet reward service, ensuring support if pets go missing.

• A host of additional reward benefits including multi-pet discounts are also on offer

Speaking about the launch of SuperValu Pet Insurance, Garry O’Sullivan, head of SuperValu Insurance, said: “We’re delighted to bring a market-leading pet insurance product to the market in Ireland. At SuperValu Insurance, we understand that pets are an important part of many families around Ireland. Being able to offer the highest level of vet fee cover in Ireland is a strong proposition and this will help drive further growth in the SuperValu Insurance business. Our strategy of competitive pricing coupled with a wide range of customer perks has helped drive growth across our portfolio, and we will continue to explore the addition of new business lines.”

Jason Whelan, chief product officer, CoverMore Europe, added: “CoverMore Europe has been providing pet insurance in Ireland for nearly ten years through our trusted distribution partners. We’re excited to work with SuperValu Insurance to ensure their customers have access to lifetime cover for their cherished pets”

Ireland’s ‘super premium’ pet nutrition brand

Harley & Marley is a proudly Irish brand leading the way in super premium, all-natural fish-based pet nutrition. Founded with a mission to provide pets with the best possible start and support at every life stage, we’ve developed a complete range of nutritionally advanced dog food and functional health treats that meet the highest standards of quality sustainability and taste

It’s award-winning dry complete dog and cat food ranges are crafted using responsibly sourced, Irish fish – a highly digestible and omega-rich protein that supports everything from joint health to skin and coat condition. With no artificial additives or fillers, its recipes are grain-free, hypoallergenic, and expertly formulated for long-term health and wellbeing.

Functional Health Treats Collection for Dogs

Retailers the have Harley & Marley Dog Health Range

Retailers across the country have seen strong repeat sales driven by pet parents who want the very best – and are seeing the difference in their dogs and now cats.

Complementing its food range is its innovative Functional Health Treats Collection for Dogs – including dental, calming, puppy, skin & coat, gut health, cognitive, and joint health; as well as its beautifully bottled Finest Irish Fish Oil – each packed with purposeful ingredients and veterinary-approved benefits. Designed to support targeted health needs, these treats and oil offer retailers an easy upsell opportunity and appeal to today’s informed, ingredient-savvy shopper

Harley & Marley also offer a growing Dog Health Range, including skin and coat boosters that deliver visible results and reinforce brand loyalty

At the heart of Harley & Marley is a commitment to the circular economy. The brand prioritises local supply chains, sustainable ingredients, and minimal waste –aligning with Irish consumers’ increasing demand for ethical, planet-friendly choices. With eye-catching packaging, a growing customer base and exclusive partnerships, Harley & Marley is fast becoming the go-to choice for retailers who want to offer something truly special.

Join Harley & Marley in shaping the future of pet wellness – Irish-made naturally better ■

Petfood a ‘main reason to shop’

Reach engaged pet owners by highlighting nutritious, trusted, and premium pet food offerings in this high-growth category

Petfood is a key category for ‘driving traffic’ into the store. It is a ‘main reason to shop’ and it is also important for shoppers that they ‘don’t run out’ of Petfood at home So it really is a ‘top of the shopping list’ item. That said, once they get in-store they have a specific brand in mind and if that one isn’t there – they walk away! Unfortunately, Petfood shoppers also tell us that their ‘satisfaction’ with availability is low in the category So, are retailers losing out on sales and maybe driving shoppers elsewhere due to out of stocks? This appears to be a really important category to get right.

Fine wine in the sunshine

As the season brings lighter evenings and outdoor dining, shoppers are on the lookout for refreshing and food-friendly wines. Donna Ahern reports

With warmer weather encouraging outdoor gatherings and social occasions, wine is well-positioned to meet increased consumer demand.

While the wine category has been facing some challenging market conditions globally, there was some positive news for wine sales in Ireland in 2023, with sales volumes rising by nearly 7%, to more than nine million cases.

According to the most recent Wine Report from Drinks Ireland, wine remains the nations’ second most popular alcohol beverage, with only beer commanding a larger portion of the market.

Wine’s share of the overall drinks market grew by 5.9% in 2023, reaching 28.3%, following a period of stagnant sales in 2022 and a decline in 2021.

This increase in wine sales comes in contrast to decreases seen in other alcohol categories last year

Graham Norton

Arguably Ireland’s favourite West Cork native, Graham Norton’s wine brand is thriving as one of Ireland’s top 20 wine brands. Since 2014, Norton has partnered with New Zealand winery Invivo and its co-founders Tim Lightbourne and Rob Cameron to craft the award-winning GN wine and spirit’s range Each year, Norton plays an active role in tasting and blending the new vintage of GN New Zealand Sauvignon Blanc.

For the New Zealand harvest this year, Norton rolled up his sleeves in the sunny Awatere Valley, getting hands-on with grape picking, tasting juice samples, and assessing

The Irish wine trade made a substantial contribution to the exchequer, generating €395 million in excise duty alone in 2023.

“The improvement in wine sales figures in 2023 is encouraging for the category, especially following some relatively poor performances in recent years,” said Cormac Healy, director, Drinks Ireland.

“Given wine’s popularity, the patterns we’re seeing in how customers enjoy the beverage speak volumes about broader trends in the Irish market. As consumer behaviour shifts, we’re noticing a distinct movement towards moderation, with a ‘less but better’ approach driving preferences.”

Healy notes that people are increasingly choosing quality over quantity, opting for premium and sustainable options. This trend is particularly strong among younger generations, such as Gen Z.

It’s an ideal setting for wine brands and

suppliers to share their summer selections and for retailers to highlight their curated offerings.

Beyond the numbers, there’s also a growing cultural trend worth noting: Celebrity wines are gaining popularity in today’s market, with names like Kylie Minogue, Sarah Jessica Parker, and Ireland’s own Graham Norton and Amy Huberman leading the charge

Consumers are increasingly drawn to these wines not just for their taste, but for the connection they offer to familiar and trusted personalities. Produced in collaboration with respected winemakers these wines feel more approachable and often reflect the lifestyle or values associated with the celebrity, making them an appealing choice for a wide audience. Their strong branding, social media reach, and local relevance have helped make celebrity wines both a fashionable and accessible option for today’s consumers.

fruit quality with Lightbourne and Cameronan essential step in crafting the next, twelfth, vintage of his GN Sauvignon Blanc.

During this visit, Norton was uniquely recognised as Marlborough’s first-ever ‘grape ambassador’ by the mayor of Marlborough Nadine Taylor, in acknowledgment of his longstanding advocacy for Sauvignon Blanc.

Invivo was founded by the wine entrepreneurs Lightbourne and Cameron in 2008. The long-standing partnership between Norton and Invivo began in 2014 with a single New Zealand Sauvignon Blanc and has since evolved into an internationally acclaimed wine and spirits portfolio, now including ten products

Graham Norton and Invivo co-founders

Rob Cameron and Tim Lightbourne >>

and more than 300 accolades. Today, GN Wines is a top-selling brand and commercial success in multiple markets, including the UK, Ireland, New Zealand, Australia, USA and Japan. Proudly distributed by Barry & Fitzwilliam.

Norton’s range includes his best-selling (and awarded) Sauvignon Blanc from New Zealand joined by a wildly popular New Zealand Rosé, Graham Norton’s Australian Shiraz and South African Sauvignon Blanc. The most recent addition to the range is an Argentinian Malbec named He-Devil after Norton’s memoirs ‘The Lives and Loves of a He-Devil’.

The standout quote from the publication states, “My He-Devil was crafted to turn heads, break hearts, and leave you craving more… and it delivers on every level.” In relation to bubbles GN Frizzante Bianco and the GN Frizzante Rosé are wildly popular in Ireland.

Moving onto Spirits – Graham Norton’s Own Irish Gins celebrates Norton’s West Cork Heritage, the beauty and flavours of his idyllic native county and his award-winning flair for blending perfection

Norton – has three Gin’s in the portfolio: Graham Norton’s Own Irish Gin, Irish Pink Gin and Irish Marmalade Gin. The latest spirit addition is Graham Norton’s Own Irish Vodka – made form potatoes it is ridiculously smooth on the palate!

Graham Norton’s wine and spirits are proudly distributed by Barry & Fitzwilliam

McGuigan

McGuigan wines continue to outperform the market as the number one Australian Wine brand in Ireland.

The Black Label range comprises of a Cabernet, Shiraz, Merlot, Chardonnay, Sauvignon Blanc, Pinot Grigio, Rosé and Malbec. McGuigan show their innovation having introduced McGuigan Frizzante to the market this is a light style of sparkling full of lively yet delicate bubbles that give a crisp and refreshing sparkle

The latest addition to the McGuigan Portfolio is McGuigan ZERO A true trailblazer

Delivering an unrivalled taste with zero alcohol, McGuigan Wines pledges to make great quality wine accessible to everyone around the world for every occasion. The company has subsequently been named IWSC International Winemaker of the Year a record breaking four times and its commitment to alcohol free wines is no different. McGuigan Zero is a trailblazer in its category

The range offers an unparalleled alcohol-free experience both on the nose and palate Currently four lines in the range; Shiraz, Chardonnay, Rosé and Sauvignon Blanc. It’s created using state-of-the-art spinning cone technology By drawing the wine into super fine layers for efficient vaporisation, alcohol may be removed at lower temperatures than ever before, thus resulting in a truly beautiful tasting product. The fruit has been sourced and selected specially for McGuigan Zero

Villa Maria

Villa Maria, New Zealand’s premier wine brand, has achieved significant success in Ireland, becoming the country’s leading New Zealand wine label. 2024, was a record year for sales. With Sauvignon Blanc leading the way with Riesling, Pinot Grigio, Chardonnay are also growing steadily Its diverse and award-winning portfolio caters to a wide range of consumer preferences, from everyday wines to premium selections. Later, this year we will see vintage 2025 on shelves nationwide with a beautiful new look label across the range

Private Bin Range

Villa Maria’s flagship line, renowned for its consistency and quality, includes:

• Sauvignon Blanc: A vibrant wine with tropical fruit notes and crisp acidity

• Pinot Grigio: Light and refreshing, offering citrus and pear flavours.

• Chardonnay: A balanced wine with hints of stone fruit and subtle oak.

• Riesling: A zesty white with floral notes and a touch of sweetness.

• Merlot-Cabernet Sauvignon-Malbec: A rich red blend with berry and spice flavours.

Reserve Range

Showcasing the best of Marlborough’s terroir, this premium line includes: Reserve Sauvignon Blanc: From the Wairau Valley, featuring tropical fruit and herbaceous notes.

from premium vineyards in Southeastern Australia. The quality of the fruit and its adaptability to the alcohol removal process ensures that customers are drinking the best possible alcohol-free wines.

McGuigan Wines, Ireland’s number one Australian wine brand, proudly distributed by Barry & Fitzwilliam.

Cellar Selection Range

A collection of limited-edition wines with unique characteristics, such as: Cellar Selection Pinot Noir: A complex red with dark fruit and earthy undertones.

Blush Sauvignon Blanc

A unique blend of 90% Sauvignon Blanc and 10% Merlot, offering a pale pink hue and flavours of passionfruit and cranberry with a stunning new label. Villa Maria Blush Sauvignon Blanc delivers the taste experience of New Zealand’s favourite white wine with a beautiful pale pink twist.

Villa Maria’s commitment to quality has earned it numerous accolades, solidifying its position as a top choice among Irish consumers. Its diverse range ensures there’s a Villa Maria wine for every occasion and palate New look for Villa Maria Blush Sauvignon Blanc from vintage 2024

Villa Maria – Ireland’s number one New Zealand wine brand, proudly distributed by Barry & Fitzwilliam.

Savour the summer

Barefoot Wine is set to make every sunny and summer gathering an instant hit with its vibrant range of wines and effortless food pairings. Whether you’re hosting a chilled-out brunch or firing up the barbecue, discover how Barefoot Wine can elevate your summer feasts with no fuss, just fun – there’s a Barefoot for every palate and every plate

Make the most of the brighter days with friends and family with delicious food, perfect pours and good company.

Discover Barefoot’s guide to perfect summer pairings.

The ultimate Barefoot brunch pairings.

• Smoked Salmon & Cream Cheese Bagels with Barefoot Pinot Grigio: The crisp acidity and light citrus notes of Barefoot Pinot Grigio cut through the richness of the salmon and cream cheese beautifully, creating a refreshing and elegant pairing.

Tasting notes: Green apple, pear, and a zesty finish.

• Full Irish Breakfast (or a lighter fry-up!) & Barefoot Merlot: For those who enjoy a heartier brunch, the smooth, ripe fruit flavours of Barefoot Merlot, with its notes of cherry and plum, complement sausages, bacon, and black pudding without overpowering them.

Villa Maria Blush Sauvignon Blanc

McGuigan ZERO Shiraz and Sauvignon Blanc

• Tasting notes: Blackberry, raspberry, and a touch of vanilla.

• Avocado Toast with a Poached Egg & Barefoot Sauvignon Blanc: The zesty, herbaceous character of Barefoot Sauvignon Blanc is a fantastic match for the green goodness of avocado and the richness of a runny egg yolk.

• Tasting notes: Melon, pineapple, and a crisp, grassy finish.

• Spicy Chorizo and Sweet Potato Hash with Barefoot White Zinfandel: The delightful sweetness and fruity notes of strawberry and melon in Barefoot White Zinfandel provide a lovely counterpoint to the mild spice of chorizo and the sweetness of the potatoes.

• Tasting notes: Ripe strawberries, melon, and a hint of citrus with a refreshing, sweet finish.

• Sizzling BBQ matches with Barefoot: Classic Beef Burgers with Barefoot Malbec: The robust flavours and dark fruit notes of Barefoot Malbec stand up brilliantly to juicy grilled beef burgers, especially those with a smoky char

• Tasting notes: Dark cherry, plum, and a hint of spice.

• Grilled Prawn & Vegetable Skewers with Barefoot Buttery Chardonnay: The creamy texture and notes of pineapple and vanilla in Barefoot Buttery Chardonnay enhance the sweetness of grilled prawns and charred summer vegetables.

• Tasting notes: Toasted oak, baked apple, and a creamy vanilla finish.

• Sweet & Sticky BBQ Glazed Chicken Skewers with Barefoot White Zinfandel: The fruity sweetness of Barefoot White Zinfandel perfectly complements chicken glazed with a sweet BBQ sauce and adds a refreshing touch alongside grilled pineapple

• Tasting notes: Ripe strawberries, melon, and a hint of citrus with a refreshing, sweet finish.

Top tips for easy summer entertaining.

• Chill your Whites & Rosés: Ensure your Barefoot Pinot Grigio, Sauvignon Blanc, Buttery Chardonnay and White Zinfandel are nicely chilled for ultimate refreshment. Even reds like Merlot can benefit from a slight chill on a very warm day (around 15-20 minutes in the fridge.)

• Twist and go: Barefoot’s convenient twist cap means you spend less time opening and more time enjoying. Perfect for picnics and easy garden entertaining.

• Offer variety: With Barefoot’s range, you can easily offer a selection to please every guest.

Kylie Minogue Wines

Wines CATEGORY FOCUS

Kylie Minogue Wines is an elegant portfolio of bespoke wines, crafted with passion and integrity, perfect for every occasion.

Launched in 2020 on Kylie’s birthday, 28 of May, the rosé quickly became one of the most successful launches in its category ever Kylie Minogue Wines has evolved into a worldwide phenomenon.

The wine portfolio has sold nine million bottles since launch (that’s over 43 million glasses of Kylie Minogue Wine poured) and is available to purchase in 32 countries

Kylie Minogue now has five rosés in her wine portfolio - Sparkling Prosecco Spumante, Sparkling Prosecco Frizzante, Cotes des Provence, Signature Rosé and 0% Alcohol Sparkling Rosé

This signature range comprises of two wines from France including the delicate pale-dry rosé made from Carignan, Grenache & Cinsualt grapes, a light and zesty Sauvignon Blanc from Côtes de Thau.

Kylie also has a delicious Prosecco Frizzante produced in the heart of Veneto on the picturesque hills of Gambellara. This wine is fresh and fragrant with a marked aromatic character rich in floral scents of acacia and wisteria flowers.

Which was followed by the launch of Kylie 0% Alcohol Sparkling Blanc. This is an elegant non-alcoholic Sparkling with delicate notes of jasmine and a refined

• Keep it simple: The best summer gatherings are relaxed. Focus on fresh, simple food, great company, and, of course, delicious, easy-to-open Barefoot wine

Let’s raise a glass to a summer filled with sunshine, laughter, and fantastic food and wine Make Barefoot your go-to for creating unforgettable memories this season. Fun, flavourful, and approachable, there is a Barefoot Wine for everyone The range includes Barefoot Jammy Red, Barefoot Merlot, Barefoot Malbec, Barefoot Cabernet Sauvignon, Barefoot Buttery Chardonnay, Barefoot Sauvignon Blanc, Barefoot Pinot Grigio Barefoot Chardonnay and Barefoot Moscato alongside Barefoot White Zinfandel, Barefoot Pink Pinot Grigio and Barefoot Pink Moscato Packed with big flavours and gorgeous aromas - there’s plenty to choose from!

Barefoot Wine is available from all good stockists, RRP €10.50

Ah Wines: Amy Huberman’s latest creation

As we approach the middle of the Irish summer and the weather is warmer (sometimes), there’s nothing quite like a crisp, refreshing glass of wine to celebrate the season. Enter Amy Huberman’s latest creation - a beautifully bright and vibrant Spanish Sauvignon Blanc and Rose Cava that both perfectly captures the spirit of summer Known for her warmth, wit, and effortless style, Huberman has poured that same energy into crafting a wine that feels like sunshine in a glass. Light, lively, and bursting with character, her new releases are the ultimate companion for lazy afternoons,

finish, offering a sophisticated and refreshing experience for any occasion.

Produced with premium European grapes and hand-picked green tea from the Liu-Da Mountains of Yunnan.

The innovative fermentation method reduces sugars by up to 30%, generates no alcohol yet delivers all the subtle flavours and characteristics of a traditionally fermented wine.’

Kylie Minogue Wines proudly distributed by Barry & Fitzwilliam.

garden parties, and sunset catch-ups with friends.

The Sauvignon Blanc Delicately balanced, with notes of juicy citrus, ripe peach, and a hint of wildflowers, each sip dances on the palate, offering a refreshing lift without ever feeling heavy It’s the kind of wine that invites a second glass - and maybe even a third - as the conversation flows and the evening lingers. Whether served chilled on its own or paired with fresh seafood, vibrant salads, or a simple picnic spread, Huberman’s summer wine is destined to become your go-to bottle this season. Stylish yet approachable, elegant yet playful - just like Amy herself - it’s a taste of summer you’ll want to savour again and again. This summer, raise a glass to great company, unforgettable memories, and a wine that knows exactly how to make every moment shine Cheers to summer, Amy-style

Kylie Minogue holding her Frizzante Sparkling Prosecco Rosé

A vibrant range of Barefoot Wine

Amy Huberman enjoying a glass of Ah Wine

Santa Rita

As summer brings longer evenings and brighter days, consumers are increasingly reaching for fresh, expressive wines that offer quality, character, and exceptional value From the vineyards of Chile to the high-altitude plains of Argentina, Viña Santa Rita, Viña Carmen, and Doña Paula offer a dynamic and versatile range of wines ideally suited to summer enjoymentwhether dining al fresco, entertaining, or simply enjoying a refreshing glass.

Among the season’s standout offerings is the Santa Rita 120 Zero% Sauvignon Blanc, an alcohol-free option retailing at just €5 Pale straw in colour it offers lively citrus, green apple, and herbal aromas. Crisp and zesty on the palate, with notes of grapefruit and lime, this wine is perfect for those seeking flavour and freshness with minimal alcohol.

Two popular choices also from the Santa Rita 120 range are the Santa Rita 120 Coastal Sauvignon Blanc, which captures the maritime influence of Chile’s Leyda and Casablanca valleys Bursting with citrus blossom, lime zest, and a hint of salinity, this wine is crisp, vibrant, and refreshing-an ideal partner for seafood, salads, and sunshine Meanwhile, the Santa Rita 120 Deep Red offers something more robust without sacrificing approachability A blend of Cabernet Franc, Cabernet Sauvignon, and Carmenère, it delivers dark fruit, spice, and herbal notes in a structured yet smooth profile-an excellent choice for barbecues and summer evening gatherings.

For those seeking wines with a story of origin, Medalla Real offers a window into Chile’s finest terroirs. Established in 1983 and internationally recognised since 1987, this range reflects decades of winemaking excellence. From crisp Casablanca Sauvignon Blanc to structured Maipo Valley Cabernet Sauvignon and elegant Apalta Carmenère, Medalla Real captures the varietal character and regional nuance that define premium Chilean wine

Vina Sol Summer Edition

At the forefront of innovation and expression of origin is Floresta, a remarkable collection from Viña Santa Rita. Part of the Colección de Origen, this ultra-premium range offers “a different look at Chile’s classic varieties”, revealing the depth and richness of unique terroirs of Chile’s best wine-producing regions. Under the guidance of winemaker Teresita Ovalle, these wines are crafted to highlight the vineyard and variety, with minimal oenological intervention. Among the standout wines in the range is Floresta Chardonnay, sourced from Limarí’s coastal oasis, offering elegance, minerality, and purity from claygranite soils over calcareous stone The Floresta Carmenère, hailing from an 80-yearold Apalta vineyard, shows the variety’s full potential in a savoury, early harvested, concrete-aged expression.

Finally, from across the Andes, Doña Paula’s Los Cardos Sauvignon Blanc from Mendoza is a summer staple in the market. Zesty, aromatic, and brimming with tropical fruit and citrus, this high-altitude white is as bright and refreshing as the season itself For those who prefer a well-structured red, the Doña Paula Estate Malbec Argentine Edition offers vibrant dark fruit, subtle spice, and velvety tannins-an elegant and expressive Malbec ideal for summer grills or evening sipping.

With everything from mindful drinking options to terroir-driven expressions and award-winning classics, this summer’s South American selection offers something for every palate and every occasion.

Summer selections from the Andes: A taste of Chile and Argentina

As longer evenings and warmer days arrive,

The story began in 1962 when Miguel Torres produced a small quantity of Parellada grapes, the traditional white variety of Alt Penedès, which gives the wine its signature fresh and fruity aroma.

In 2022, Viña Sol redesigned its bottles to highlight its most important symbol—the sun. Born close to the Mediterranean, the sun is part of Viña Sol’s DNA. It accompanies the wine through every stage of its journey. Today, the winery is powered by 100% solar energy from its own panels, ensuring that from vineyard to cellar, everything is crafted with the sun.

This connection gives Viña Sol its enduring brightness and unique character

In 2023, Findlater proudly introduced Viña Sol Sauvignon Blanc to the Irish market, supporting the brand’s ambition to grow its presence globally in the white wine category

Following the success of the 2024 Summer Edition, this year we’re excited to launch the Viña Sol Summer Edition 2025: Chill & See—a new take on a seasonal favourite that continues to celebrate the sun-soaked spirit of Viña Sol. Designed to capture the joy of Mediterranean living, this edition brings the story full circle: from the vineyard to the glass, once again made with the sun.

consumers seek wines that combine freshness, character, and value From Chile’s coastal vineyards to Argentina’s highaltitude plains, Viña Santa Rita and Doña Paula present a versatile portfolio ideal for summer occasions-whether al fresco dining, entertaining, or unwinding with a glass.

A standout this season is Santa Rita 120 Zero% Sauvignon Blanc, an alcohol-free option retailing at €5. Pale straw in colour, it delivers crisp citrus, green apple and herbal notes-ideal for those seeking flavour with minimal alcohol.

Two popular wines from the Santa Rita 120 range include the Coastal Sauvignon Blanc, which showcases Chile’s Leyda and Casablanca valleys with notes of citrus blossom, lime zest, and refreshing salinity-perfect for pairing with seafood and salads. For fuller-bodied enjoyment, 120 Deep Red blends Cabernet Franc, Cabernet Sauvignon, and Carmenère, offering rich fruit, spice, and smooth structure-an ideal match for your BBQ.

For those seeking regional expression, Medalla Real showcases Chile’s premium terroirs-from crisp Casablanca Sauvignon Blanc to elegant Apalta Carmenère-each wine carefully crafted over decades of winemaking excellence.

At the ultra-premium level, Floresta-crafted by winemaker Teresita Ovalle-offers a terroir-driven view of Chile’s classic varieties, including a mineral, elegant Chardonnay from Limarí and a savoury concrete-aged Carmenère from 80-year-old Apalta vines.

Across the Andes, Doña Paula Los Cardos Sauvignon Blanc is a zesty, high-altitude white bursting with tropical fruit. For red wine enthusiasts, the Estate Malbec Argentine Edition offers vibrant fruit, spice, and velvety tannins-an elegant accompaniment for summer evenings.

This season, South America offers something for every palate and occasion.

Cono Sur Bicicleta

Cono Sur is present in seven of Chile’s most important wine valleys, crafting expressive wines that capture the diversity of the land.

Since its foundation, Cono Sur has been deeply committed to sustainability This unwavering dedication has earned the winery B Corp certification, meeting the highest global standards in social and environmental performance, transparency, and corporate responsibility

In 2012, Cono Sur introduced the now iconic bicycle label as a tribute to the vineyard workers who cycle through the vines each day. The bicycle quickly became a symbol of the winery’s values: simplicity, respect for nature, and a forward-thinking approach to winemaking.

Last year, the entire Cono Sur Bicicleta range was refreshed with a new look, while preserving the same great taste that consumers know and love The new label retains the bicycle symbol at its heart but presents it through a more contemporary, premium and shelf friendly design, reflecting the brand’s ongoing evolution.

This year, we are welcoming the Cono Sur Bicicleta Red Blend to the Irish market.

You can now discover the new Bicicleta label across major retailers nationwide, making it easier than ever to enjoy Cono Sur’s sustainably crafted wines with a fresh new face Whether you’re picking up a classic Pinot Noir or a crisp Sauvignon Blanc, look out for the new label on shelves near you. ■

Viña Sol Summer Edition 2025: Chill & See

Cono Sur Bicicleta Red Blend

120 Coastal Sauvignon Blanc

120 Reserva Especial Deep Red

Championing artisan excellence

This year marks a significant milestone for Blas na hÉireann, Ireland’s premier food awards, as Local Enterprise Offices (LEOs) from across the country unite in an unprecedented show of support for the nation’s artisan producers. Donna Ahern reports

Now in its 18th year, Blas na hÉireann is the largest blind-tasted food awards on the island of Ireland, designed to recognise and celebrate the very best Irish food and drink. Entries are open to producers across all categories of food and drink.

The annual events build into the biggest celebration in Irish food and its producers as our awards are presented in the Blas Village in Dingle Located in the heart of Dingle, this pop-up village becomes a central point for producers across the country to come together and celebrate the very best of Irish food and drink. As well as the awards being held in the picturesque village, finalists and winners have the opportunity to showcase their products, engage with customers and meet key industry buyers.

This year marks a significant milestone for Blas na hÉireann, Ireland’s premier food awards, as Local Enterprise Offices (LEOs) from across the country come together in an unprecedented show of support for the nation’s artisan producers. For the first time, LEOs will not only sponsor the coveted ‘Best in County’ awards but will also support their ‘Best Artisan Producer’ category - a move that reflects their deepening commitment to Ireland’s vibrant food and drink community

This expanded partnership signals a shift from the previous county-by-county support to a more unified, national approach. To explore the impact of this new initiative, ShelfLife spoke to a past winner, LEO representative and the head of events, Blas na hÉireann about what this means for emerging food entrepreneurs.

The support from the LEO network will enhance visibility and opportunities for producers at a national and international level,

helping them to scale and thrive in a competitive market.

Orla Snook O’Carroll, co-founder of Valentia Island Vermouth

Q: You’ve worked closely with your Local Enterprise Offices (LEO) and have gone on to achieve great success at the Blas na hÉireann Awards - what kind of support or guidance made the biggest difference to your journey?

A: Working with Kerry LEO has been amazing! The most impactful support came in the form of one-to-one mentoring, business development workshops and financial supports. As a small artisan producer, it’s easy to get caught up in the day-to-day stuff, but the Kerry LEO helped us take a step back and think strategically The encouragement and belief they have in us makes a huge difference and being the Kerry finalists in the National Enterprise Awards and winning Best in Kerry at Blas, was the icing on the cake!

Q: What advice would you offer to other emerging food and drink producers on how to get the most out of working with their local LEO?

A: Get involved early and be proactive. Don’t be afraid to ask questions or share where you need a hand - as all you will get is support. Make use of the training and mentoring programmes and be open to feedback. Also, try to connect with other makers and producers through national LEO events; some of our most valuable insights come from

chatting with other producers on a similar path. Thanks to the Kerry LEO we have spoken at events such as the National Women’s Enterprise Day - the more engaged you are, the more tailored and meaningful the support becomes.

Q: Winning multiple Blas na hÉireann Awards has helped raise your profile nationally, how has your working alongside your LEO helped with business growth?

A: Our success at the Blas na hÉireann Awards gave us fantastic visibility, and with support from the LEO that helped us use that momentum. We feel we can ring them and ask for advice or see if there’s any financial support available for something we might be working on. It feels like a partnership

Niall O’Keeffe, head of Enterprise, Cork

Q: Why was it important for the LEOs to come together to offer regional support to the Blas na hÉireann Awards and specifically the Best Artisan Producer category?

A: Blas na hÉireann celebrates the very best of Irish food and drink, and for many small producers, it represents a launchpad to national recognition. It was important for the Local Enterprise Offices to come together and support these awards because they align directly with our mission, helping local businesses start, scale, and succeed. The Best Artisan Producer category, in particular, reflects the heart of what LEOs support every

(L-R) Artie Clifford and Fallon Moore (Blas na hÉireann); Dr Niall O’Keeffe, head of the Local Enterprise Office Cork City; and Orla Snook O’Carroll from Valentia Island Vermouth, winner of the 2024 Best Artisan Producer Award at the Blas na hÉireann / Irish Food Awards

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day, passionate entrepreneurs bringing high quality, authentic products to market, often with strong ties to their communities, heritage, and local ingredients. By supporting this category, the LEOs are reinforcing the message that Ireland’s food culture is built on innovation, sustainability, and small-scale excellence. It also provides a vital platform for producers to gain exposure, connect with buyers, and take the next step on their business journey.

Q: What kinds of practical support from mentoring to scaling can local producers expect to access through their LEO?

A: Local Enterprise Offices provide a wide range of practical supports designed to help food and drink producers at every stage of their development. That includes expert mentoring, access to targeted training, and financial supports such as feasibility grants, priming grants for start-ups, and business expansion funding for those looking to scale Many producers also take part in national programmes like the Food Academy, which provides a structured route to develop products, build brand visibility, and access retail opportunities.

For those developing new markets, the Market Explorer Grant provides valuable assistance for international research and earlystage export development. LEOs also work with businesses to build sustainability and digital transformation into their operations from the start, helping improve productivity, competitiveness, and long-term resilience. For those ready to grow further, we provide direct pathways to supports from Enterprise Ireland and other national initiatives, ensuring producers have the tools, connections, and resources to compete and succeed.

Q: Food and drink producers play a vital role in the local economy. How are LEOs working to identify and support more of these entrepreneurs across Ireland?

A: LEOs are actively embedded in the food sector and play a key role in spotting and supporting emerging producers. We work on the ground through our networks, local events, and industry connections to engage with entrepreneurs at an early stage often before they have brought their product to market. Many food businesses come to us first when exploring their idea, but we also work closely with food networks, retailers, and communities

to ensure we are identifying talent and providing support from the very beginning.

Partnership is central to this approach. LEOs collaborate with local authorities, Bord Bia, Enterprise Ireland, InterTrade Ireland, EEN, retailers, and other organisations to ensure producers are signposted to the right supports, whether that is mentoring, funding, product development, or export pathways By staying connected at a local level and working as part of a national ecosystem, LEOs help food and drink entrepreneurs grow their businesses and contribute to Ireland’s reputation for quality, innovation, and sustainability

Fallon Moore, head of events, Blas na hÉireann

Q: This is the first time the LEOs are coming together to support Blas collectively across the entire south, what does that unified backing mean to the awards, and to you personally?

A: This collective support from the Local Enterprise Offices marks a significant moment for Blas na hÉireann.

It’s a powerful endorsement of the vibrant food culture we have here, and it shows how deeply rooted the LEOs are in supporting local producers. Their unified backing not only strengthens the awards but also shows their commitment to the incredible artisans and producers taking part.

Personally, it’s encouraging to have the network come on board. The LEOs have long been the go-to support system for new and growing businesses and having them step in with such coordinated support feels like a celebration of what the awards stand forchampioning local, celebrating quality, and creating opportunities for growth. It sends a clear message to producers: you’re not alonethere is a strong, connected network here to help you thrive.

Q: The LEOs are now sponsoring the Best Artisan Producer award. How do you see this new partnership helping to elevate smaller producers, particularly those just starting out?

A: This partnership has the potential to be transformational for smaller producers. The Best Artisan Producer award celebrates the creativity commitment, and craftsmanship that define Ireland’s artisan food scene - values the

LEOs have long supported. By supporting this award, they’re not only recognising excellence, but also giving emerging businesses a valuable platform to be seen, heard, and supported.

For those just starting out, having the Local Enterprise Office backing means access to so much more than just recognition. It means tailored advice, financial supports, training, and a wider network to help bring their business ideas to life. This award becomes a springboard - not just a prize, but a pathway to further growth and sustainability It highlights the LEOs’ ongoing mission: to put local businesses at the heart of job creation and innovation across the country

We are also thrilled to have a bursary for the winner of this award, supported by Loraine Cox Photography. The prize will be a Food Styling and Photography package valued at €1,350, which will include a combination of product photography and photographs of the winning producer Critical tools for any artisan producer as they build their business.

Q: Having worked with LEOs on a county-bycounty basis in the past, what sort of longterm impact have you seen their support have on past entrants and winners?

A: The long-term impact of LEO support is evident in the journeys of many past entrants and winners. We’ve seen small start-ups evolve into established brands, new product ideas nurtured into viable businesses, and passionate individuals given the tools and confidence to scale up sustainably Many of these businesses credit the LEOs with helping them take that vital first step - whether it was through mentoring, funding, or simply knowing where to turn for guidance.

The strength of the LEO model is in its accessibility and local insight. We have had the privilege of meeting many of the local teams over the years and it’s clear each office understands the unique challenges and opportunities of their county That personal support on the ground in their own county has helped many food producers find their feet and in time grow well beyond their local markets. Over time, that steady, strategic support has turned promising ideas into long-lasting businesses. For further information visit: www.irishfoodawards.com.

The final Blas na hÉireann 2025 award winners will be announced on Friday, 3 October ■

(L-R) Malachy O’Connor of Food First Consulting, Shannon Forrest of Rívesci, John Dolan of Bank of Ireland and Tomás Hayes, head of Local Enterprise Kerry in Dingle for Blas na hÉireann 2024

Blas na hÉireann is the largest food awards on the island, open to all 32 counties

72 MARKET MOVERS

BPM launches new fruit punch flavour

Turn up the flavour - BPM Invigorate has arrived. The newest drop in the BPM range is hitting shelves across the island of Ireland, and it’s guaranteed to cause a stir BPM Invigorate blends bold fruit punch flavour with a kick of cherry, delivering the kind of energy that keeps you moving - day or night.

This isn’t about reps or routines. It’s about rhythm, late nights, early mornings, and everything in between. Whether you’re heading to a festival, powering through a long day, or just need a lift, BPM Invigorate is your go-to boost. It’s full flavour, no nonsense - and it’s sure to pack a punch.

Housed in a vibrant pink bottle that practically jumps off the shelf, it’s impossible to ignore and even harder to forget. Bold, bright, and built for the BPM mindset.

Like every drink in the BPM line-up, Invigorate is here to fuel your flow—not define it. Wherever your energy takes you, we’ve got you covered.

BPM Invigorate – helping you to Find Your Energy

Müller and MyProtein launch high-protein range in Ireland

Müller Yogurt & Desserts has officially launched its Müller x MyProtein range in Ireland, bringing a variety of high-protein dairy products to the chilled aisle for the first time The range is designed to meet growing consumer demand for convenient, great-tasting products that support active, balanced lifestyles.

Now available across key Irish retailers, the line-up includes readyto-drink protein shakes, low-fat puddings, high-protein yogurts, tophat crunch yogurts, low-fat mousse pots, and a complete meal drink. All products are high in protein, low in fat, and deliver on flavour, offering those looking to support their active lifestyles with an irresistibly tasty protein product.

With the dairy protein segment seeing significant growth, Müller’s entry into the Irish market with MyProtein reinforces its commitment to expanding in the health and wellness space. The range has been developed to combine Müller’s signature taste credentials with MyProtein’s sports nutrition expertise to bring you the ultimate power duo

RYSE caffeinated chocolate launch ‘energises’ chocolate category

RYSE is Europe’s first caffeinated chocolate bar, each bar contains 80mg of caffeine for energy and vitamins B6 & B12 which help with focus and metabolism. Scientifically formulated to provide a sustained release of energy without spikes and crashes in rich and creamy chocolate format. RYSE plays into the trend of consumers seeking added energy from their food. This unique chocolate innovation launched in April and has already gained listings in both Daybreak and SPAR stores nationwide It’s unique offering of energised chocolate is resonating with busy consumers that want an energy fix in a great tasting on the go format. Available in three energised flavours, milk chocolate, mint chocolate and orange chocolate It’s retail price of €2.75

Ian O’Rourke founder and managing director, said: “I always looked at the chocolate category and thought that there are a number of different flavours and formats but that it was lacking true innovation so myself and my co-founder Dave decided to try something different.

Tayto launches new limited edition flavour

Ireland’s most iconic crisp brand, Tayto, is back with a bold new twist in its much-loved Limited Edition series - and this time, it’s an exotic flavour Introducing Tayto Thai Rings Flavour crisps.

For the first time ever, Tayto fans can enjoy the deliciously sweet, spicy and tangy flavour of Thai Rings on the iconic Tayto crisp That’s right - the irresistible Tayto Thai Rings flavour you love is now landing on the unmistakable Tayto classic flat crisp, delivering a flavour fusion like no other

This limited edition is bursting with the unique punch of Tayto’s Thai-inspired flavour, guaranteed to surprise and delight snack fans across Ireland. Every bite of Tayto Thai Rings crisps delivers a punchy, mouth-watering experience made for those who love something different and downright delicious. Whether you’re a lifelong Tayto devotee or a limited-edition thrill-seeker, this is one crisp you won’t want to miss.

Tayto’s Limited Edition launches are always a hot topic - and stock tends to disappear fast Now available in stores nationwide - but only for a limited time ■

Tayto

BPM Fruit Punch

Muller MyProtein collection

Ryse collection

Tayto Thai Rings

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

good company at MACE

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

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

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

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

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

To find out more, contact:

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

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

Guinness announced as an official partner of Aer Lingus College Football Classic

Aer Lingus College Football Classic has recently announced its partnership with Guinness ahead of the highly anticipated 2025 and 2026 games taking place in Dublin.

The 2025 Aer Lingus College Football Classic will kick off the season on 23 August, marking a historic moment as the first-ever Big 12 Conference matchup to take place on Irish soil.

The game will see Kansas State University face off against Iowa State University at Aviva Stadium, kicking off the 2025 college football season on ‘Week Zero.’

In addition to the game, Guinness is set to elevate the Aer Lingus College Football Classic experience with an unprecedented range of activations, transforming Dublin into a vibrant hub of college football excitement throughout game week.

Speaking at the announcement, Brendan Meehan, commercial director at the Aer Lingus College Football Classic, said: “We are absolutely thrilled to welcome Guinness as an official partner of the Aer Lingus College Football Classic.

“We are incredibly excited to partner with the Aer Lingus College Football Classic,” added Ross Bissett, commercial director for On-Trade IOI, Diageo Ireland.

Limited tickets for the 2025 Aer Lingus College Football Classic are on sale at www.ticketmaster.ie/collegefootball

White Claw Tequila Smash

White Claw launches Tequila Smash

A bold new sparking tequila drink for summer

White Claw, Ireland’s #1 Hard Seltzer brand is back with a new bold innovation just in time for summer: White Claw Tequila Smash.

Crafted with sparkling Tequila Blanco and real fruit juice, Tequila Smash aims to deliver a clean, crisp sip with full-on flavour

At just 80 calories and 5% ABV, it’s light, refreshing, and the perfect summer drink. Two bold flavours. Endless summer vibes.

• Strawberry Lime – juicy and citrusy

• Mango Passion Fruit – bright, tropical, and refreshing

Tequila is booming globally, but ready-to-drink tequila options have lagged behind until now.

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

Available now in Tesco nationwide and MRPI estate stores. RRP: €3. Introductory price: €2.50

Splash of Tequila Blanco. Squeeze of Real Juice.

Kerry Drinks Festival to debut at Killarney Racecourse this November

The inaugural Kerry Drinks Festival will make its debut on Saturday, 15 November 2025, at Killarney Racecourse

Showcasing the rich diversity of the country’s drinks industry—from whiskeys and gins to craft beers, ciders, vodkas, liqueurs, and much more.

The day will kick off with a Trade Expo at 2:30pm, tailored for industry professionals from the bar, restaurant, and hospitality sectors. Attendees will have the chance to meet with a wide range of producers, explore new products, and forge valuable business connections ahead of the busy festive season.

The Dingle Distillery Masterclass will take place from 6pm to 7pm. This masterclass will offer a guided tasting and in-depth insight into the distillery’s acclaimed portfolio, led by its expert team.

Then, at 7pm, the festival opens to the general public for the Brand Expo & Social—an immersive sampling experience set against the scenic backdrop of Killarney Racecourse

The event is organised by Sonya O’Dwyer and Laurie O’Dwyer (host of Whiskey Chats Podcast), who are the same people behind the very successful Cork Whiskey Fest, which celebrated its 3rd festival in March this year ■

Guinness announced as official beer partner of the Aer Lingus College Football Classic

Laurie and Sonya O’Dwyer (event organisers) pictured at the announcement of the inaugural Kerry Drinks Festival taking place at Killarney Racecourse on Saturday, 15 November

The stars turned out in style for the exciting relaunch of Black Tower, on Wednesday, 21 May, in the The Green Room, Toners Pub, Dublin. With retro snacks, pizza and classic ‘80s hits at hand guests were treated to an exclusive performance from Norma Sheahan of her one woman show ‘It’s Wine O’Clock’. Attendees were transported back to the ‘80s as the new Black Tower range is inspired by the decade of dance and leg warmers.

Blast from the past Havana Nights

Bacardi and Coca-Cola brought a taste of the tropics to Dublin with their “Havana Nights” launch event, held on Thursday, 22 May at Urban Plant Life. The evening celebrated the debut of the new Bacardi & Coca-Cola ready-to-drink cocktail, a convenient blend of two iconic brands known for their long-standing pairing. Guests enjoyed a curated evening of music, food, and drinks, with live DJ sets from a standout lineup including headline act Nathan Dawe ■

Discover the Rich Heritage and Bold Flavour of Ireland

with Zero Alcohol Brewmaster Nitro Stout

At Dundalk Bay Brewery & Distillery, we are proud to offer a true taste of Ireland’s brewing heritage with our 0.0% Brewmaster Nitro Stout - a non-alcoholic beer that delivers bold flavour with absolutely no additives. Family-owned, 100% Irish, and rooted in generations of craftsmanship, Dundalk Bay has been producing premium beers and spirits since 2015. Backed by over 30 years of engineering and brewing expertise through our sister company, Spectac International, we blend traditional techniques with modern innovation to create exceptional brews.

Our Brewmaster Nitro Stout is more than just a non-alcoholic alternative - it is a full-bodied experience. Brewed using time-honoured Irish methods, it pours rich and creamy with the smooth, cascading head that only a nitro beer can offer Each sip delivers deep roasted malt, dark chocolate, and subtle coffee notes, creating the kind of complexity stout lovers expect - all without alcohol and with zero artificial additives or preservatives.

Whether you are cutting back, the designated driver, or simply looking for a bold, flavourful option without the buzz, our 0.0% Nitro Stout is crafted to satisfy It is a beer you can enjoy anytime, anywhere - without compromise

When you choose Dundalk Bay, you are supporting a proud, independent Irish family business with a legacy of quality and authenticity stretching back to the 1700s. We believe in honest brewing, rich flavour, and staying true to our roots - which means no shortcuts and no additives, ever

Try our Brewmaster Nitro Stout 0.0% today and enjoy the richness of Ireland’s brewing tradition - with nothing but pure, bold flavour in every pour

Order now and raise your glass to tradition, craftsmanship, and the joy of great beer - the Irish way!

Dundalk Bay Brewery and Distillery Co

Finnabair Business Park, Dundalk, Co Louth, Ireland A91X786.

Visit us: www.dbbd.ie

Contact: sales@brewmaster-beer.com | 042 935 9309

(L-R) Bjorn Riiter, Emma Paterson, Iwan Kunisch

(L-R) Derek Donnelly and Sara Ramos

(L-R) Maria Carey and Nuala Carey

(L-R) Luke McKibben and Darragh Magorrian

(L-R) Norma Sheahan and Emma Paterson

(L-R) Laura Nolan and Matthew McNabb

My favourite

Chris Morrish, Fine Wines Kilmurray, Co. Limerick won Best First Time Entrant at the National Off-Licence of the Year Awards 2025 and reviews his favourite wines for the summer season

Being fond of a good Helles Lager and the occasional venture into premium whiskey, I was somewhat of a latecomer to wine, only having a glass with a meal when there was something on, so never fully appreciated it. I didn’t realise what I was missing out on!

I tried a few different whites and reds and found myself drawn towards Sauvignon Blanc, in particular the New Zealand Marlborough’s, which were definitely a popular choice with customers at the time, and still are.

Through this I wanted to see where the inspiration from the wines of that region came

from and obviously that brought me to France, specifically to the Loire Valley.

The heavy gooseberry and tropical flavours typically found in the Marlborough’s were more subtle, paired with grassy notes, a little more citrus and the occasional bit of peach and apple thrown in there for good measure. I was hooked and have very rarely turned back to the “old reliables” that I used to pick up

My current option of choice would be the Ohh! Poitou Sauvignon Blanc from La Cheteau. I often describe this as a budget friendly alternative to Sancerre - it’s a light-to-

medium bodied Sauvignon Blanc, pale with a slight gold colouration. It gets better and slightly more complex with every sip as you pick up on the slightly zesty flavour of lemon, then hints of pineapple and gooseberry

The relatively high acidity level means this pairs well with a variety of meals, particularly seafood, pasta dishes and soft cheeses. However, that’s not to say it isn’t enjoyable on its own, very easy drinking and one for everyone to enjoy, many customers come back for another bottle!

(L-R) Richard Moriarty Findlater & Co./19 Crimes and Chris Morrish, Fine Wines Kilmurray

Fine Wines Kilmurray, Co. Limerick

Ohh! Poitou Sauvignon Blanc

www.noffla.ie

Round 1 - Mystery Shopper

Monday 28 July to Sunday 12 October, 2025 (11 Weeks)

The Customer Service Off-Licence of the Year will be awarded to the highest scoring outlet as judged by the Mystery Shopper Judging Criteria

Friday, 29 August to Sunday, 12 October 2025 (six weeks)

Judging will be conducted in accordance with the preset Judging Criteria enclosed. Each entrant judged will be awarded a Certificate of either Excellence, Merit or Standard which will enable you to benchmark your performance every year

A shop’s overall score is calculated on the basis of 30% of their Round 1 score added to 70% of Round 2.

Final

Monday, 26 January 2026

The Final Blind Tasting and Awards presentation ceremony will take place on Monday 26 January, 2026.

The competition is not about the overall prize or the specialist award categories, but rather about enhancing your own business. The competition offers off-licences the opportunity to improve the experience of the customers through a competitive process which brings out the best in independent off-licence retailing. I think the competition is crucial for any business looking to enhance their standard of retailing in this increasingly specialist industry

“It presents a fantastic platform to overhaul your business before, during and after the competition. Such opportunities don’t come around too often.”

“We hope all members will consider entering this exclusive initiative to “better business” Cathal McHugh, chair, NOffLA

Blind Tasting - Star Awards 2025 National Off-Licence of the Year 2026

Initial assessment

The first round of wine selection and evaluation will be conducted by our internal team, comprising members and their staff who hold either the WSET Level Three Award in Wines, WSET Level Four Diploma in Wines, or are affiliated with the Champagne Academy. These individuals bring a high level of formal training and expertise in wine tasting and evaluation, ensuring a professional and knowledgeable initial screening process.

Second round: Press judges panel

Following the internal assessment, a second round of judging will be carried out by an independent panel of four esteemed press judges. These individuals will be drawn from

respected members of the wine media, including journalists, critics, and editors known for their integrity, palate, and influence in the wine

industry Their role will be to provide an external perspective, ensuring that the final selection meets high standards of quality and broad appeal.

QUICK QUESTIONS WITH

CATHAL BYRNE and FERGAL CARROLL, co-owners, Fierce Mild

Irish, independent Fierce Mild, is an ‘unapologetically great-tasting beer made without the alcohol’. The beer is ‘defined by addition, not subtraction’ - a special yeast and a trilogy of hops helps unlock that true beer character. The result, an alcohol-free extra pale ale that’s intense in flavour (its fierce side) yet mellow enough for any occasion (its mild side). A session ale for the session that never has to end.

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

Cathal Byrne: The Bear’.

Fergal Carroll: ‘Severance’ (Series one).

2. Best place for coffee?

Cathal Byrne: 3FE when in the Dublin area.

Fergal Carroll: Bang Bang phibsboro - it’s not just about their coffee; they support what’s right and what’s morally wrong. A good community café.

3. Top movie recommendation?

Cathal Byrne: ‘Poor Things’.

Fergal Carroll: ‘The Life of Brian’.

4. Top book recommendation?

Cathal Byrne: I’m not a reader but often reach for “The richest man in Babylon’ – simple, powerful principles.

Fergal Carroll: Business book: Never Split the Difference and Life lessons: The Alchemist.

5. Which social media platform do you use most?

Cathal Byrne: Instagram.

Fergal Carroll: Instagram.

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

Cathal Byrne: I watch lots of golf accounts providing swing tips. Nothing has worked to date!

Fergal Carroll: We have a four-year-old beautiful Australian Shepard, so I love any feel-good dog content.

7. Best advert on TV?

Cathal Byrne: Guinness have always nailed it through the years.

Fergal Carroll: Road Safety Authority’s latest campaign for drink driving is a simple approach but super impactful.

8. Worst advert on TV?

Cathal Byrne: Any betting ads. Always feel a little exploitive.

Fergal Carroll: With Cathal on this - Any betting or lottery ads.

9. Favourite grocery shop?

Cathal Byrne: Wherever stocks Fierce Mild non-alc beer. I am extremely biased.

Fergal Carroll: Strandfield (Co. Louth) Avoca, Fallon and Byrne. All fantastic supporters of Fierce Mild.

10. If you had to live in another country, where would you choose?

Cathal Byrne: Spent eight years in Canada, a 2nd home. Otherwise, sunny Spain.

Fergal Carroll: Melbourne Australia. We have a lot of friends across Australia, as we lived there for 10 years.

11. Greatest achievement to date?

Cathal Byrne: Being a father and watching our little one flourish.

Fergal Carroll: My two babies born last year, baby Nancy and Fierce Mild.

12. Do you prefer working from home or in the office/on-site?

Cathal Byrne: Best to mix it up. Energy from social interaction is so important.

Fergal Carroll: I like working on the move, being dynamic just like the industry we are in.

13. Best piece of advice you ever received?

Cathal Byrne: Don’t compare yourself to others, compare yourself to who you were yesterday.

Fergal Carroll: Be yourself, because everyone else is taken.

14. Biggest fear?

Cathal Byrne: Running out of motivation. Or maybe running out of coffee. Both are close and possibly linked.

Fergal Carroll: WWIII.

15. City or beach break?

Cathal Byrne: Beach in a city.

Fergal Carroll: Beach or rainforest.

16. Top restaurant recommendation?

Cathal Byrne: ‘Square’ in Dundalk – talented chef, team and sublime food. Fierce Mild stockist (of course).

Fergal Carroll: Dede’s, Baltimore, West Cork.

17. Who is the last artist/group you saw live?

Cathal Byrne: Bloc Party in the 3arena – the soundtrack of my youth.

Fergal Carroll: QOTSA.

18. Apart from your own, what brand do you admire most?

Cathal Byrne: I’m already a big fan of cold sparkling/ soda water on its own. So, refreshing. Liquid Death made water in a can interesting and desirable to the masses.

Fergal Carroll: I’ll go with an independent, Irish brand I love: Valentia Island Vermouth.

19. Best customer service you ever received?

Cathal Byrne: Fogo Island Inn, Canada. We floated in the door and had everything taken care of.

Fergal Carroll: An Post, Paul our local postman is a top man.

20. What’s the last compliment you received?

Cathal Byrne: “That non alc beer you have, actually tastes like beer”.

Fergal Carroll: “This is by far the best non-alcoholic beer I’ve found”. Leslie Williams, the IrishExaminer ■

Fergal Carroll and Cathal Byrne co-owners, Fierce Mild