ShelfLife_June26_Digital

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

June 2026

Respect, communication and consistency GMA’s Supreme Champion 2026 Kevin Fell discusses why SuperValu Thomastown is more than just a place to shop it’s part of the community

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ShelfLife GMAs 2026 Recognising individual management excellence in the sector and more

Tesco Supplier Conference 2026 Tesco Ireland commercial director Joe Manning discusses the highlights of this year’s event

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

NEW

Bring a vegetarian-friendly twist to a consumer favourite.

Made in Ireland with a blend of cheeses and onion, wrapped in golden flaky pastry and ready to cook from frozen in under 15 minutes for a convenient, great-tasting addition to any freezer aisle!

EDITOR’S LETTER

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ShelfLife June 2026 Vol.33 No.6 Editor DONNA AHERN donnaahern@mediateam.ie Staff journalist RYAN BRENNAN ryanbrennan@mediateam.ie Contributors JOHN HEALY CAROLINE REID NIKKI MURRAN Head of business IAN MULVANEY (087) 2208486 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (086) 8854930 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie

Fever pitch As I write this, the World Cup is already in full swing. The standouts so far is Scotland's winning start, and Brazil's surprise draw with Morocco - proof that the World Cup rarely goes entirely to script. Despite Ireland narrowly missing out on qualification (much to the nation's disappointment), workplace sweepstakes have taken over, keeping both die-hard football fans and complete novices invested in the tournament.

I'm firmly in the latter camp. I won't pretend to know much about football - I still don't understand the offside rule (please don't tell my colleagues). That said, I'm heavily invested in MediaTeam's sweepstake, which has added a welcome dose of excitement around the office.

What I do know is that the tournament presents a major opportunity for retailers to drive event-led sales. With matches running until 19 July, shoppers are expected to spend more on food, drinks and entertaining at home as they celebrate the competition.

Recent research indicates that spend intent has increased compared with previous tournaments, with consumer behaviour driven by home viewing, value considerations, and team performance. Demand for hosting and social occasions is also expected to grow, as most shoppers plan to watch matches at home, while a significant proportion intend to watch with friends or family.

As for my sweepstake teams: come on Scotland, South Africa and Australia I'm backing you all the way.

Printing W & G Baird Ltd

Donna Ahern

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.

Contents June 14

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Managing director JOHN McDONALD Sales director PAUL BYRNE Operations director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18, A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

COVER STORY 26 Donna Ahern, sat down with Kevin Fell to talk to him about what winning the Supreme Champion – ShelfLife

National Grocery Retail Manager of the Year 2026 means to him and the SuperValu Thomastown team.

NEWS&ANALYSIS Hot off the Press 6 Seen and Heard 12 CSNA News 70 NOffLA 4

FEATURES&REPORTS 16 Opinion: Six months into the

Circulation audited by Audit Bureau of Circulations.

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

FSC® C016201

year, the reality of doing business in Ireland is stark. John Healy reports.

18 Store Profile: Rob Murphy of Nearby Darndale spoke to Ryan Brennan about community retail, rising costs, and adapting to changing consumer habits.

24 GMAs: Ireland’s grocery retail

industry recently gathered in style the 2026 ShelfLife Grocery Management Awards (GMAs), recognising individual management excellence in the sector.

42 Tesco Supplier Conference 2026: Joe Manning, commercial director, Tesco Ireland talks to Donna Ahern about this year's highlights.

52 Interview: Kerry Dairy Ireland, unveils its new corporate identity under the name Kinisla, marking its next phase of growth. Tim Gault, commercial director, consumer foods, Kinisla talks to Donna Ahern about the progress to date.

78 20 quick questions: Michelle Darlington, marketing manager, Lucozade Energy, Zero & Alert.

ADVISOR 20 HR Performance appraisals are

a familiar feature of working life, yet many organisations still find it challenging to make them genuinely effective, writes Caroline Reidy.

22 Recruitment: Nikki Murran asks whether grocery retail is becoming an attractive career again?

MARKETING& CATEGORY FOCUS 54 Ready Made Meals 56 BBQ 60 Free From 63 Forecourt

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NEWS

HOT PRESS OFF the

The top news stories in FMCG and retail from across Ireland

Musgrave contributes €6.2bn to Irish economy and supports 63,500 jobs Musgrave contributes ¤6.2 billion in Gross Value Added (GVA) to the Irish economy and supports 63,500 jobs across the island of Ireland, according to a recently published landmark Economic and Social Impact Report to mark the company’s 150th anniversary.

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he report highlights the scale of the retail, wholesale and foodservice business’s contribution to economic activity, local enterprise and community in every county in Ireland through its network of independent retailers, suppliers and 75,000 foodservice customers.

The findings demonstrate the scale of Musgrave’s reach, supporting approximately 1,200 independently owned retail SMEs and employing 44,000 people across Musgrave and its retail partner network, while supporting a total of 63,500 jobs across the wider economy. Musgrave’s ecosystem also generates €12.3 billion in annual economic activity across the island of Ireland.

Supporting Irish suppliers remains a cornerstone of Musgrave’s business model, with 80% of procurement sourced on the island of Ireland, including 72% from suppliers in the Republic and 8% in Northern Ireland. In total, Musgrave spends €3.34 billion annually with Irish suppliers and producers, including €3.1 billion in the Republic and €241 million in Northern Ireland.

Musgrave Economic & Social Impact Report launch

BWG Group acquires O’Briens Cafe, Abrakebabra and Bagel Factory

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WG Group recently announced that it has acquired the trading business for some of the country’s best known quick service restaurant brands, including O’Briens Cafe, Abrakebabra and Bagel Factory.

The acquisition represents BWG’s entry into the Quick Service Restaurant (QSR) sector and further strengthens the Group’s position across the foodservice market. BWG noted that it views the QSR sector as a natural extension of its existing activities and a compelling long term growth opportunity with the sector now accounting for approximately 37% of the total foodservice market.

The acquired business operates a network of 72 locations nationwide, comprising 47 O’Briens and Bagel Factory outlets, 17 Abrakebabra restaurants and eight Oasis of Taste Food Halls, supported by over 50 franchisee partners.

Following the transaction, O’Briens Cafe, Abrakebabra and Bagel Factory will operate as a single entity subsidiary of BWG Group with the existing management team leading the next phase of growth, working with current franchise partners while continuing to develop a strong pipeline of new franchisees.

Retailers urged to check I.D. during busy summer trading period

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how Me I.D – Be Age OK recently launched their Summer Campaign to reinforce the importance of age checks when selling age‑restricted products, including alcohol, tobacco and vapes, nicotine pouches and lotto products, throughout what is expected to be a busy trading period.

The campaign was launched by Mayor of Waterford, Cllr Seamus Ryan, at Londis Cleaboy, Waterford alongside store general manager, Edgar Kolodziej.

The free Show Me I.D programme ‘provides retail and hospitality staff with practical guidance on age verification and the responsible sale of age‑restricted products.’

The free online training module helps staff recognise when to request identification, identify acceptable forms of I.D. and manage situations where a customer may be underage.

More than 2,000 retail and hospitality staff completed the training module in 2025.

Available on a computer, tablet or smartphone, the training allows staff to refresh their knowledge at any time and build confidence when carrying out age‑verification checks.

Revenue seize 3.8 million cigarettes in Dublin

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arlier this month, as part of an intelligence led operation and with the assistance of detector dogs Milo and Kobe, Revenue officers seized over 3.8 million cigarettes following a search under warrant of a business premises in Dublin.

The seized cigarettes of various brands, including ‘Kent’ and ‘Marlboro’, have an estimated value of over €3.6 million representing a potential loss to the Exchequer of over €2.8 million. A man in his 70s was questioned in relation to the seizure.

Earlier this month, Revenue also seized tobacco products, with an estimated value of €21,400 in other operations, representing a potential loss to the exchequer of over €15,000.

Investigations into all seizures are ongoing.

These seizures are part of Revenue’s ongoing operations targeting smuggling and shadow economy activity. n

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

ShelfLife June 2026 | www.shelflife.ie

NOW SHAKING UP THE CRACKER AISLE

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SEEN AND HEARD

Ballygowan develops Ireland’s first circular bottle using 100% DRS-sourced recycled PET Ballygowan, Britvic Ireland’s Natural Mineral Water brand, has successfully manufactured Ireland’s first ‘circular bottle’ in a trial at its Newcastle West production line, using recycled content fully sourced through Ireland’s Deposit Return Scheme (DRS).

The trial is an important milestone for the drinks industry, demonstrating the potential for consumers’ returned bottles to be recycled and reused in new packaging produced locally in Ireland.

While all Ballygowan bottles are already made from 100% recycled PET, the limited recycling infrastructure on the island of Ireland has meant that Britvic Ireland has historically sourced raw materials through the open market, which includes recycled material from a range of international sources.

Through a collaboration with Re‑turn, the operator of Ireland’s DRS, Britvic Ireland secured a dedicated batch of Irish recycled PET, and this material has now been trialled on the Ballygowan production line to produce what is believed to be Ireland’s first truly circular PET bottle.

Material from the DRS is collected and sorted by Limerick Polymers Production (LPP) at its site in Limerick City, which is Ireland’s first purpose‑built Plastic Recovery Facility. The sorted material was then processed through Britvic Ireland’s bottle production partner before being trialled on Ballygowan’s production line in Newcastle West. Together, LPP’s Limerick facility and Ballygowan’s Newcastle West production line will position the county as a key hub in Ireland’s circular packaging system,

Centra unveils new Garlic & Herb Chicken Fillet Roll

Exclusive to Centra delis nationwide

Garlic Butter & Herb Chicken Fillet Roll

Centra is bringing a fresh twist to one of Ireland’s best‑ loved lunchtime classics with the launch of its new Garlic & Herb Chicken Fillet Roll, available exclusively at Centra delis nationwide.

A flavour‑packed evolution of the iconic chicken fillet roll, the new Garlic & Herb option delivers a perfectly balanced bite, with tender, juicy chicken coated in a rich garlic and herb crumb, offering customers a bold new choice at the deli counter.

Since the introduction of the chicken fillet roll in Centra delis, customers have traditionally had three options ‑ plain, southern fried or spicy. The arrival of Garlic & Herb marks the first new flavour addition, giving shoppers an exciting new, indulgent option that’s full of flavour.

Available now at Centra delis nationwide, while stocks last.

ShelfLife June 2026 | www.shelflife.ie

The sorted material was then processed through Britvic Ireland’s bottle production partner before being trialled on Ballygowan’s production line in Newcastle West

supporting the journey of returned bottles from collection and sorting through to their reuse in new bottles.

Commenting on the successful trial, Minister Patrick O’Donovan TD, Minister for Arts, Culture, Communications, Media and Sport and TD for Limerick County, said: “This is a very welcome development for Limerick and for Ireland’s wider circular economy. To see bottles returned by Irish consumers being processed by LPP and then trialled in new packaging at Ballygowan’s production line in Newcastle West is a powerful example of innovation happening here in our county.”

Kerry Dairy Ireland becomes Kinisla and unveils ¤300m investment programme Kerry Dairy Ireland, the €1.4 billion end‑to‑end dairy business behind leading brands such as Dairy Gold, Charleville and Strings and Things’ Cheestrings, unveils its new corporate identity under the name Kinisla, marking its next phase of growth. The new name draws inspiration from both kinship and island identity, reflecting the company’s deep connection to its people, farming heritage and Irish roots, while signalling a bold, outward‑looking future.

As part of its long‑term growth strategy, the business is launching a €300 million, five‑year investment plan across its Consumer Foods and Nutritional Ingredients business divisions. The investment will fuel growth by supporting manufacturing innovation, operational scale and sustainability initiatives aimed at reducing Scope 1 and Scope 2 emissions, while creating more than 100 new roles across central functions, innovation and commercial operations over the next 12 to 24 months.

The rebrand follows a landmark year for the business, after Kerry Co‑Operative Creameries acquired a 70% shareholding in Kerry Dairy Ireland in 2025, marking the beginning of its transition towards a fully farmer‑owned co‑operative model by 2035 and reinforcing Kinisla’s commitment to supporting farmers and securing the future of high‑quality Irish grass‑fed dairy.

Tim Gault, commercial director, Consumer Foods at Kinisla, said: “This is a hugely exciting time for us, as we mark an important milestone for the business.

We are proud to reveal our new corporate identity, which reflects our heritage and our bold ambitions for the future. Our new name signals our commitment to putting people back at the heart of the business: the dairy farmers who supply our grass‑fed milk and the consumers who buy our brands”.

“Powered by people and shaped by the land, at Kinisla, we are laser‑focused on creating and supplying high‑quality products that deliver on what consumers really want. This investment will turbocharge our innovation pipeline, strengthen our supply chain and support our ambition to reimagine dairy and inspire what’s next for the category.”

The rebrand follows a landmark year for the business

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SEEN AND HEARD

Centra launches ‘My Centra’ - The loyalty app that ‘loves you back’ Centra’s loyalty app ‘My Centra’ has officially launched, giving consumers exclusive savings as a reward for staying loyal to Ireland’s favourite convenience shop.

To mark the launch of My Centra, Centra is flying in Dallas‑based actress and comedian Theresa Rowley, whose transatlantic romance with an Irish man ended in heartbreak, back to Ireland to see if the nation can restore her faith. Not through grand gestures, but through something far more consistent: everyday loyalty.

In partnership with Your Friend, My Friend, Centra will host an in‑person dating event, with Theresa Rowley as VIP guest of honour, to give Theresa and Irish singles a chance to find loyalty.

Customers who download the My Centra app https://centra.ie/app from now until 1 July will receive a free Frank & Honest Coffee in‑store.

McVitie’s Bites ‘shake up’ the cracker aisle

My Centra

Nature Valley announces official support of The Ryder Cup 2027 Nature Valley is proud to announce its official support of the 2027 Ryder Cup at Adare Manor in Limerick.

The global golfing event is set to welcome more than 250,000 spectators, bringing together the world’s top golfers in a showcase of teamwork, tradition and performance, an ethos that the Nature Valley brand shares. The partnership marks a significant milestone for the Nature Valley brand and strengthens a long‑standing association with the game of golf in Ireland.

The Nature Valley brand has supported Irish golf for over 15 years and has been the official snack bar of the Amgen Irish Open on the DP World Tour for over ten years. During this time, the brand has become a familiar presence on golf courses and golf bags nationwide.

Kantar research highlights Nature Valley’s strong presence in Ireland, with almost one in three Irish households purchasing the brand.

McVitie’s Bites range

pladis, the global snacking company, is aiming to take a bigger bite out of savoury snacking with a new range of flavour‑packed snacks from McVitie’s.

Created to leverage key sharing occasions, McVitie’s Bites come in fully recyclable 125g boxes, showing that Savoury Biscuits can be both full of flavour and fun to share. Available in two popular flavour combinations – Mature Cheddar & Caramelised Onion and Sweet Chilli & Sour Cream – each box is filled with generously seasoned biscuits that have been oven‑ baked to crispy, crunchy perfection, with no artificial colours or flavours.

McVitie’s Bites have a moreish light, crispy texture that makes them ideal for passing around among friends or family, whether hunkering down for a movie night in, picnicking in the park or as an on‑the‑go snacking solution. They are the perfect way to plug the gap in Savoury Biscuit aisles for flavour‑packed snacks in convenient, shareable formats and tantalise the taste buds of a new, younger generation of savoury snack buyers in the process.

ShelfLife June 2026 | www.shelflife.ie

Nature Valley will deliver large sampling activations during Ryder Cup week

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SEEN AND HEARD

Golden Bake expands Jambons range In response to a plea from vegetarians, Golden Bake has made snack time delicious for all with the launch of its new Triple Cheese & Onion Mini Jambons® ‑ a brilliantly tasty new addition to its iconic Jambons range. Enjoy all the richness and depth of flavour you love from Jambons ‑ just without the meat.

Made in Ireland using only the best ingredients, and with all the care and craftsmanship you would expect from Golden Bake, the new Triple Cheese & Onion Mini Jambons® combine an indulgent blend of Mature White Cheddar, Emmental and Mozzarella cheeses with onion, wrapped in Golden Bake’s signature golden, flaky puff pastry.

For fans of the classic, Golden Bake has also introduced nitrate‑free Irish ham to its much‑ loved Ham & Cheese Jambons, reflecting changing consumer demands.

Perfect for busy days, after‑school snacks, lunchboxes, cosy evenings or any time you fancy

something warm and delicious, Golden Bake Jambons are the tastiest snack in town. Simply pop them in the air‑fryer or oven to create moments of comfort, indulgence and delight with warm, golden, flaky Jambons in just a few minutes.

Using the traditional French method of lamination, Golden Bake creates up to 100 light, flaky layers in every product, delivering the crisp, flaky pastry texture they’re famous for.

Provenance and support for local suppliers have always been at the heart of Golden Bake’s success. From its Dublin bakery, Golden Bake continues to create delicious, easy‑to‑prepare snacks and bakery favourites for families across Ireland.

Golden Bake Triple Cheese & Onion Mini Jambons and Nitrate‑Free Irish Ham & Cheese Jambons are available now from leading retailers nationwide at an RRP of €3.50.

Hundreds queue in Dublin sunshine as Tony’s Chocolonely brings first-ever Irish Free Chocolate Experience Tony’s Chocolonely recently launched its first‑ever Irish Free Chocolate Experience at Fade Street Studios.

With the sun out over the capital, hundreds of chocolate lovers began queuing a full two hours before doors opened.

The two‑floor immersive takeover has transformed the venue into a bold, Tony’s Chocolonely colourful world of Dublin pop-up chunky chocolate, interactive installations and storytelling spaces, all brought to life around Tony’s mission to end exploitation in the cocoa industry.

With footfall continuing to surge into the afternoon, entry is staggered to ensure a smooth flow through the experience.

Nicola Matthews, head of Marketing UK&I at Tony’s Chocolonely, said: “We’re absolutely thrilled by the turnout in Dublin ‑ the queues really blew us away. This experience is all about sharing our chocolate and our mission to end exploitation in cocoa, and seeing so many people come out for it, in the Dublin sunshine no less, means everything to us.”

Want to stay in Tony’s world? Visitors can join Tony’s mailing list for a chance to win a year’s supply of chocolate: www.uk.tonyschocolonely.com Follow @tonyschocolonely_uk_ire for live updates.

ShelfLife June 2026 | www.shelflife.ie

Golden Bake 9 Mini Jambons

84% of consumers say buying Irish matters when grocery shopping, new SuperValu research finds Irish consumers are placing increasing importance on supporting local food producers, with 84% saying buying Irish matters when doing their grocery shopping, according to new research conducted by Amarach Research on behalf of SuperValu.

The findings come as SuperValu and Centra announce the continuation of their sponsorship of Guaranteed Irish Food & Drink Month this June, celebrating the quality, innovation and community impact of Ireland’s food and drink sector.

While 84% of consumers said buying Irish matters when doing their grocery shopping, almost two‑thirds (63%) said doing so has become a routine part of their weekly shop, reflecting growing consumer awareness around provenance, quality and supporting local communities.

Consumers also identified a range of reasons that encourage them to buy Irish products, with supporting Irish farmers and producers (55%) ranking highest, followed by quality (50%), better food standards (38%) and environmental considerations (25%).

To further support Guaranteed Irish Food & Beverage Month, Musgrave, in partnership with Guaranteed Irish and Elevate Media, will offer one Irish food or drink business a digital advertising package worth €25,000 across the SuperValu and Centra store network.

The campaign will be tailored to the needs of the winning business, providing a flexible platform to help increase brand visibility, connect with new audiences and support future growth.

For more information and to submit an entry visit https://hubs.li/Q04jTdxd0.

Tara Clifford, director of Product Brands at Musgrave, said: “Our research shows that Irish consumers are placing growing importance on the provenance of the food they buy, with strong appreciation for the quality associated with Irish produce.

“SuperValu and Centra are proud to support Guaranteed Irish Food & Drink Month and to champion the innovation, quality and contribution of Ireland’s food and drink sector.

“Through that support, and through our ongoing commitment to Irish suppliers and homegrown Through exclusive brands such as Frank & brands, we want to make it easier Honest and Clean Cut Meals, SuperValu and for customers to choose great‑ Centra continue to champion the very best quality Irish produce across our of Irish produce while helping to sustain local stores every day” n jobs, businesses, and communities

APPOINTMENTS

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General Mills appoints Erasmo Nuzzi as MD for UK & Ireland General Mills has appointed Erasmo Nuzzi as its new managing director for its UK and Ireland business. With over 20 years of international experience in the food industry, Nuzzi has a proven track record of leading teams, growing global brands, and creating significant value for consumers and customers.

Having first joined the business in 2003, he will now be leading the largest market in the company’s Europe & Australia and North Asian unit.

Most recently, Nuzzi served as the Erasmo Nuzzi, managing director, platform & channel marketing director UK and Ireland, for the Wall Street Reported North general Mills America Food Service division of General Mills.

Prior to his North American role, Nuzzi led General Mills European Distributor Markets, and General Mills Iberia as managing director between 2015 and 2022, General Mills Spain became the fastest‑ growing food company in the country during his tenure based on Nielsen data. Throughout his career, he has been instrumental in the success of some of General Mills’ biggest global brands, such as Old El Paso, Häagen‑Dazs, and Nature Valley, in markets across Europe, Latin America, and North America.

Commenting on his appointment, Nuzzi, said: “I am very excited to be back in Europe to lead the UK and Ireland business. In my two decades at General Mills, I have had the opportunity to help grow some of the world’s best‑loved food brands across the world including many other Northern European markets so super excited to be working on brands such as Old El Paso, Nature Valley and Haagen‑Dazs once again. The UK and Ireland is a hugely important business for General Mills, with strong brands, talented teams and significant opportunities ahead.”

Blanchardstown Centre appoints Iain Finlayson as centre director Blanchardstown Centre has announced the appointment of Iain Finlayson as its new centre director, with effect from 22 June 2026.

Finlayson joins Blanchardstown Centre following a successful tenure as estate director at Liverpool ONE, one of the UK’s most successful retail and leisure destinations with 33 million annual visitors.

His appointment comes as Blanchardstown Centre ‘continues to strengthen its position as Ireland’s premier retail and leisure destinations, Iain Finlayson, attracting leading international and centre director, Blanchardstown domestic brands while investing in Centre customer experience, placemaking, and long‑term destination growth.’

Commenting on his appointment, Iain Finlayson, said: “Blanchardstown Centre is the most significant retail and leisure destination in Ireland, with enormous potential for continued growth and evolution. What particularly attracted me to the role was the ambition behind the destination – the clear commitment to strategic development, innovation and enhancing customer experience.”

“Blanchardstown Centre has already created a compelling environment for brands to invest and grow, and I am looking forward to working with the team, brands and all stakeholders to help shape the next phase of its success.” n

www.shelflife.ie | ShelfLife June 2026

DIVILLY BROTHERS: TRADITION, QUALITY AND INNOVATION SINCE 1927

Divilly full range

For almost a century, Divilly Brothers has been at the heart of Irish food production, proudly supplying premium quality meats to retailers, foodservice providers, and consumers across Ireland.

Established in 1927 in the west of Ireland, the family-owned business has built its reputation on traditional craftsmanship, trusted relationships, and an unwavering commitment to quality.

From humble beginnings in Co. Galway, Divilly Brothers has grown into one of Ireland’s leading cooked meat and breakfast product specialists. While the business has evolved significantly over the decades, the core values of integrity, consistency, and customer focus remain unchanged.

Divilly Brothers is renowned for its extensive range of cooked hams, bacon, sausages, puddings, and traditional breakfast products, combining authentic recipes with modern production standards. Every product is developed with care, using high-quality ingredients and rigorous quality assurance processes to ensure exceptional taste and reliability for customers nationwide.

Innovation continues to play a central role in the company’s success. Investment in modern facilities, product development, and sustainable practices allows Divilly Brothers to meet the changing needs of today’s consumers while maintaining the authenticity that the brand is known for. The company works closely with retail and foodservice partners to deliver solutions that combine convenience, flavour, and value.

As a proud business rooted in the Gaeltacht region, Divilly Brothers is deeply committed to supporting local communities and preserving Irish culture and heritage. The company actively supports a wide range of initiatives, including community development projects, charitable organisations, youth activities, and food sustainability programmes such as FoodCloud.

Despite facing significant challenges throughout its history, including rebuilding the business following a devastating fire in 1978, Divilly Brothers has continued to grow stronger through resilience, innovation, and the dedication of its team.

Today, under the leadership of the next generation of the Divilly family, the company continues to honour its proud heritage while looking firmly to the future. With a strong focus on quality, customer service, and sustainable growth, Divilly Brothers remains committed to delivering trusted Irish food products that families and businesses can rely on every day.

For generations, Divilly Brothers has stood for tradition, taste, and trust — and that commitment continues today.

Divilly Brothers are a proud member of Love Irish Food

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CSNA NEWS

CSNA NEWS CSNA NEWS

CSNA ‘Empowering Store Owners’ event: A resounding success

SARA ORME

National President, CSNA

CSNA NEWS

Recent launch of CSNA Deals brochure for members We were thrilled to officially unveil our new CSNA Deals brochure at the CSNA Annual General Meeting on 25 May 2026.

In recent months, we have diligently updated our previous deals and welcomed new partners, including Gig Grafter, Walfrid Private, DDHR, and Data Scan Redaction Services. Be sure to watch our newsletter for more details about these exciting new partnerships.

In the upcoming weeks, we will be mailing our new brochure to member stores ‑ please be on the lookout for it!

CSNA Deals brochure

ShelfLife June 2026 | www.shelflife.ie

‘Empowering Store Owners’ retail panel

We recently hosted our ‘Empowering Store Owners’ event at the Castleknock Hotel, and we were thrilled to welcome members from all across Ireland.

Set against the stunning backdrop of the Castleknock Hotel, our event commenced with delightful morning refreshments, generously sponsored by Gig Grafter, allowing members to reconnect before the day’s activities began.

Once again, our ‘Empowering Store Owners’ event was kindly sponsored by Tomra, who once again demonstrated its continued support for CSNA and our members. Our national president, Sara Orme, officially kicked off the event by welcoming attendees and expressing gratitude for their commitment to join us, acknowledging that stepping away from their businesses is no small feat these days. Sara provided an overview of the day’s agenda, ensuring every member would leave with valuable insights or advice from fellow retailers.

The workshops commenced with Aidan Tighe from the Mayo, Leitrim, and Sligo Education Board, who discussed the exciting new training programs set to launch in collaboration with CSNA. This was followed by an in‑depth session on food safety led by Ruth Conefrey from FSAI. Ruth reassured attendees that FSAI is there to support retailers, not to catch anyone out! Her presentation was followed by an engaging discussion

among members about various food safety topics.

Next, Richard Collins, CEO of Walfrid Private, facilitated an intriguing workshop on wealth management, sharing valuable advice for all attendees. Richard’s presentation highlighted the importance of retailers investing their profits wisely and future‑ proofing their hard work for a comfortable retirement.

After a brief intermission from the workshops, we hosted a retailer discussion panel, featuring Seamus Griffin from the Griffin Group, Sara Orme from Daybreak, Anna McDonagh from Gala, and Ruaidhri O’Hare from the O’Hare Group.

Each retailer, hailing from different regions of Ireland, shared insights into emerging challenges in the retail sector and strategies for standing out as a destination point.

Other topics, such as the future of retail, community engagement, and

Fabulous feedback

retail security, were explored in depth.

Attendees then enjoyed a two‑ course lunch, kindly sponsored by Walfrid Private, providing an opportunity for members to discuss the morning’s events and engage with our lunch sponsors regarding topics raised in Richard’s workshop.

The Annual General Meeting followed, where all members gained insight into CSNA’s accomplishments and plans for the upcoming year. It was also noted that our long‑ standing member and recently departed executive member, Joe Tierney, would be retiring from retail after a dedicated career in the sector. We wish Joe all the best in his well‑deserved retirement and look forward to hearing about his future plans.

ShelfLife has dedicated this month’s Social Diary to our ‘Empowering Store Owners’ event.

Turn to page 77!

We were delighted to receive positive feedback from several members after the event such as the following: “A big thank you from Eilish and I for another great day on Tuesday.

The weather helped but it was a really good morning with good workshops in a good venue.”

“Just a quick mail to say thank you all for a fantastic day and night!

We both thoroughly enjoyed it! It’s awful to say but it’s a comfort to hear there are a lot of other people struggling and facing the same issues I am. But great to know we are not alone in our fight, and our voices are projected through you fantastic people!”“Hi Laura, I just wanted to say thank you for a fabulous day everything was very well organised so well done to you and all involved”

CSNA NEWS

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

CSNA NEWS

CSNA NEWS

A message from our Affinity Partner co-ordinator Gus O’Hara

Court poor box raises €7.5m amid concerns system lets offenders avoid paying victims Retailers have raised concerns that offenders may be avoiding convictions by donating to charity without compensating victims.

Over €7.5 million was generated in court poor box collections in the last five years, with Cork generating the third highest collection in the country from people in lieu of criminal convictions.

But concerns have been raised by the Convenience Stores and Newsagents Association (CSNA) that some people who steal from shops are avoiding conviction by donating to the court poor box without ever repaying the shop owner for the stolen goods.

“Our attention has been drawn to what we would consider to be an unfair application of benevolence or largesse by district court judges where there are victims who have incurred financial losses as a direct and indirect effect of the unlawful actions of the accused,” said CSNA chief executive Vincent Jennings.

He has called for the court poor box to only be available in lieu of conviction if there is no outstanding money owed to the victim of the crime.

District courts sometimes use the non‑statutory court poor box system to impose a financial penalty on a defendant to be used for a charitable purpose, usually instead of imposing a criminal conviction.

Some €1.54 million was generated last year through poor box collections, bringing the five‑ year total to €7.6 million.

Shop owners facing losses Jennings said that shop owners often incur losses from damage, theft, fraud, or burglaries.

“They can be from shoplifting, fuel drive‑offs, passing fake banknotes or card payments,” he said.

“In each instance the perpetrator has inflicted a real loss to the owner of the business and should not, in any circumstances, be allowed to ‘wipe the slate clean’ by way of a donation to the poor box or to a charity of a judge’s choosing.

“In recent weeks we have seen a ‘first‑time offender’ avoid conviction for three instances of fuel theft from three different filling stations in the Midlands,” Mr Jennings said. “This individual was directed by the judge to pay €300

Court poor box

into her court poor box.

“The charges clearly stated the value of the fuel stolen was €125 but at no time was there any information sought by, or provided to, the judge as to whether compensation/restitution had been effected. It hadn’t,” he said.

The CSNA wants assurances from the Department of Justice, the Courts Service, An Garda Síochána and the Judges of the district court that it will facilitate a review of the Law Reform Commission’s 2005 report and, where necessary, advise changes to ensure victims of crime who have incurred losses are considered as preferential creditors.

“If the court poor box system is to remain in place, it is incumbent on all parties involved in the pursuit of justice in the District Court Service to prevent any payments into the poor box if there are outstanding monies owed to the victim of the crime,” Mr Jennings said.

CSNA NEWS

CCPC launch a nationwide compliance check on shelf-edge price labels Most inspectors and compliance officers carry out their tasks quietly and efficiently but every now and then, we are made aware of a visit that would appear, at first sight, to be intrusive and excessive, almost to the point of being harassment.

Several consumer protection laws oblige retailers to provide clear, accurate information before a sale, including total price and product description. If there are extra costs (surcharges, delivery, special order etc) they must be conveyed to the shopper before the sale. Some of these additions, such as surcharges, can be communicated by way of a sign where a customer seeking the product can have their attention

drawn to, while others (special order or stocking charge) will need to be verbally communicated.

Goods must have the correct, clearly displayed price on or near the item. Where the product is subject to unit price rules, both the selling price and the Unit price (per weight, volume or measure) will be on the shelf‑edge label, the selling price in the larger font and the unit price underneath. Where items are behind the counter, other solutions can be implemented to ensure that the customers’ rights are met while acknowledging the need for retail security.

The overwhelming majority of retailers would never actively

attempt to put in place anything that misled or was fraudulent. However, every year a small number of them are subjected to unwelcome media attention following the publication of reports of actions taken by the Competition and Consumer Protection Commission (CCPC) inspectors.

The Association meets and discusses with CCPC on many aspects of their statutory function and have, we believe, a good working relationship. If you believe that you have been unfairly treated of subjected to petty or unnecessarily intrusive attention, please contact us for advice and assistance.

CSNA Affinity Partner co-ordinator Gus O’Hara

“As your Affinity Partner co‑ordinator, I am privileged to present this CSNA Deals booklet to my fellow members.

Throughout the years, we have partnered with tried and tested companies, and this time is no exception.

“We ask that these companies pass on 100% of the savings to you, our members, as we are ‘Run by retailers, for retailers’. It has been a productive collaboration with each of these companies, who recognize the benefits of being affiliated with the CSNA. “I want to thank each of them for taking the time to meet with me and discuss the offers available for our members. I encourage you to take time out as you review this detailed brochure, ensuring you are taking advantage of the additional benefits/offerings these companies are providing. I bring your attention particularly to our newest Partners (DDHR, Datascan Redaction Services, Gig Grafter & Walfrid Private) as they can definitely assist your business.

“As we continue to update our Deals partners, we will also refresh our website, where you can find the latest information and discount rates for you the member, within the new CSNA members portal.

“Finally, I wish to acknowledge the assistance afforded to me by Laura Kelly in our CSNA Head Office in bringing these Affinity Partners to you n

www.shelflife.ie | ShelfLife June 2026

14

I’M WITH THE BRAND

Packing a punch for aspiring female fighters and SiSú

Katie Taylor with SiSú Fizzique

Donna Ahern recently caught up with world champion boxer Katie Taylor to discuss her career in boxing and her new business venture with for better-for-you brand SiSú World champion and Olympic gold medallist Katie Taylor is a woman that needs no introduction. Hugely popular in Ireland, she is credited with raising the profile of women’s boxing at home and abroad and is undisputedly regarded as the outstanding Irish athlete of her generation.

She recently collaborated with SiSú which has built a reputation for better‑for‑you functional products that support wellbeing without compromising on taste, earning 12 Great Taste Awards across its portfolio. Earlier this year, SiSú launched two exciting products: Prebiotic Overnight Oats, which supports gut

health and sustained morning energy, and more recently Fizzique, a next‑gen soda designed to be ‘chosen every day, by everyone’ ‑ co‑created with Katie Taylor.

Since this interview was conducted, it has been confirmed that Katie Taylor will fight Flora Pili at Croke Park on 5 September, turning a long‑held ambition into reality. The event has also sold out, underlining the extraordinary level of support Taylor continues to receive from Irish fans.

At the time of the interview, ShelfLife asked: “Fighting in Croke Park has long been spoken about as a dream moment for Irish boxing

“I’ve thrived on big challenges all my career so seeing what we can achieve as a business by helping people with better everyday nutrition is something I’m really passionate about.”

ShelfLife June 2026 | www.shelflife.ie

fans, and the demand for tickets has shown just how much people want to see it happen.

How much would it mean to you personally to headline a fight there?”

“It would mean everything to me,” Taylor replied. “I’ve been lucky to fight in some amazing venues around the world, but fighting at Croke Park would be such a fitting way to end my career and I get goosebumps even thinking about it,” she added.

“People have spent their hard‑earned money travelling the world to support me, so it only feels right that I have my last fight at home and at an iconic venue like Croke Park.

It’s obviously been talked about for a long time now and I’m very hopeful that it can finally happen.”

Q: You’ve faced some of the greatest fighters in women’s boxing throughout your career — who would you say has been the most difficult opponent you’ve ever shared the ring with, and why?

A: Every opponent brings something different and at world title level all the fights are tough but after our trilogy I guess Amanda Serrano will be the opponent that I’m forever associated with. She’s an incredible fighter and we’ve obviously had a couple of wars

I’M WITH THE BRAND

15

“I’ve been lucky to fight in some amazing venues around the world, but fighting at Croke Park would be such a fitting way to end my career and I get goosebumps even thinking about it.” where we pushed each other to our limits.

That’s what makes boxing so special though — you have to dig deep and find that something extra in those types of fights.

Q: You’ve spent a lot of time living and training in the US over the years. What are the biggest differences between life in America and life back home in Ireland?

A: I definitely miss home when I’m there and

it’s really just the little things in terms of the food and missing my Ma’s cooking! I also miss the Irish humour, but I have to admit I don’t miss the rain. The seasons are definitely a lot more predictable in the US. When I first moved over after turning professional, I did struggle a lot with being homesick. It’s very hard being away from your family for such long periods of time but I’m lucky enough to get back quite often and the family also love coming over to visit me as well.

Q: When you’re away from Ireland, are there any standout Irish brands, foods, or products you genuinely miss the most?

A: Of course, I miss the SiSú range when I

am away, in particular their ginger shots and overnight oats as well and of course our recently launched Fizzique soda which we hope will be available in the US in the future.

Q: People know you as an Olympic champion and undisputed world champion, but what’s something about Katie Taylor that fans might be surprised to learn?

A: I’m a huge tennis fan and I’m always glued to Wimbledon every summer. I played every sport I could as a kid but never actually played tennis. I have started playing pickleball recently though and I’m really enjoying that.

the equation. It’s been a really exciting journey so far and we are only getting started!

Q: Your partnership with SiSú feels very authentic given your long-standing focus on wellness and nutrition. What was it about the brand that made you want to get involved?

A: I think the key for me was that in Brian and

Aisling I saw people who took the same approach to building the brand as I have done with my boxing career. They are hugely ambitious, but they made a conscious decision not to compromise on their principles just for commercial success. Because of that they have managed to make a range of great tasting products from natural ingredients that are genuinely good for you. That’s a philosophy that’s central to Fizzique as well and I think it really resonates with consumers.

Q: SiSú’s new Prebiotic Overnight Oats range is all about convenient performance nutrition.

As an elite athlete, how important is it to have healthy, functional options that fit into busy lifestyles?

A: It’s obviously particularly important for me

because in boxing you have to make a certain weight while still making sure you are fuelling yourself with the best possible nutrition. But I think people in every walk of life have become so much more conscious about what they are putting in their bodies and scanning ingredient lists to make sure they aren’t consuming processed foods loaded with additives. I think SiSú is proof that you can have something that is convenient and tastes great without making any compromises on nutrition.

Q: The word “SiSú” represents resilience and determination — qualities people strongly associate with you. Do you feel that shared mindset is what makes this partnership work so naturally?

A: 100%, we all share the same drive to

change the status quo. For me in boxing the battle was always to try and ensure that I was leaving the sport in a better place than when I found it. I wanted to be able to exert influence and ensure that I was opening doors for future generations of aspiring female fighters. I want to continue to do that beyond my boxing career and in business so it’s very important for me to partner with people who share that same ethos and mindset and make a positive impact in the food and drinks industry.

Q: Looking ahead, whether it’s boxing, business, or wellness, what are the projects or ambitions that excite you most over the next few years?

A: At the moment I’m focused on my last fight

so I’m training as hard as ever in preparation for it. Beyond that I’m really excited about a few projects I can really get stuck into once I’ve hung up the gloves. Growing Fizzique and SiSú is a huge part of that. I’ve thrived on big challenges all my career so seeing what we can achieve as a business by helping people with better everyday nutrition is something I’m really passionate about. I’d love to stay involved in sport too of course and help the next generation of athletes coming through.

Ultimately, I just want to keep using the platform I’ve been given to inspire people.

That’s legacy to me, progress for good and leaving your world in a better place. n

Q: Fizzique has been building real momentum recently. What first excited you about becoming co-founder, and what gap in the market did you feel the brand could fill?

A: The idea behind Fizzique was really to

disrupt the traditional soda market. A lot of brands are focused on non‑soda alternatives, but we wanted to create a guilt free soda that people could enjoy so you still get that fizz but without all the sugar or artificial sweeteners and additives so we think it’s going to be a real game changer.

Q: As someone who has always focused on discipline, recovery, and performance, how involved are you in shaping the products and direction of Fizzique behind the scenes?

A: I worked really closely with Brian and Aisling McGann on the development of Fizzique. We all collectively shared the same vision, and all brought different strengths to

Katie Taylor with SiSú Prebiotic Overnight Oats

www.shelflife.ie | ShelfLife June 2026

16

OPINION

margin, pushing the pressure back onto brands. At that point, the options are limited: increase prices, reduce pack sizes or absorb the costs. Those costs eventually find their way back to the consumer at the checkout, ultimately eroding the value of any pay increase, almost as soon as it is earned.

Businesses cannot continue to absorb these pressures indefinitely. We are already seeing the impact ‑ with some businesses closing, others consolidating or scaling back. In towns across the country, that is translating into reduced choice and less activity in local centres. It is a gradual erosion, but a real one – the outcome of which is clear ‑ less choice for consumers, fewer viable businesses and inevitable job losses.

At CPM we experience this firsthand.

Employing over 600 staff working on behalf of Ireland’s leading brands, we also see it at the coalface in stores all across Ireland every day, where managers don’t have time to manage ‑ they are too busy covering resource gaps that they are unable to fill or unable to afford to fill.

JOHN HEALY

general manager, CPM Ireland www.cpm-int.com

Government action required

Government action needed as employers grapple with rising business costs Six months into the year, the reality of doing business in Ireland is stark.

John Healy reports What started as a challenging environment in January has become “a perfect storm” of costs hitting employers across the country.

We are now seeing, in real terms, the impact of what has been introduced: a combination of well‑intentioned government initiatives, combined with external geopolitical pressures, pushing costs to an unsustainable level. This is particularly true in retail and service sectors, where margins are already tight and any increase in cost is felt immediately.

Many of the individual measures introduced have merit ‑ the issue is not the intent; it is the cumulative impact. These changes combined are placing a level of pressure on employers that is becoming unsustainable.

At the centre of this is the rising cost of employing people: there is strong demand for talent, driven in part by the cost‑of‑living crisis, which is pushing salary expectations higher. But it is not just wages, it is the total cost of employment: PRSI has increased, auto‑enrolment pensions, statutory sick pay and expanded leave entitlements have all come into effect ‑ while the minimum wage has risen again new visa requirements are also setting salary thresholds that, in some cases, are well above what those roles would normally command in the market.

ShelfLife June 2026 | www.shelflife.ie

Significant impact In retail and service industries, the cumulative impact is significant, as a large proportion of the workforce is made up of entry‑level or part‑time roles that would not traditionally have included pension contributions. Those additional costs are now being applied across the board, creating a scenario where employers are caught in a vicious cycle: rising living costs mean employees need higher wages simply to stand still, while those higher wages increase the cost base for businesses that are already under pressure.

Alongside labour costs, there is a second wave of pressure on employers, with energy costs a major concern, driven by global instability and ongoing geopolitical tensions.

Even in the summer months, refrigeration, lighting and day‑to‑day operational energy requirements are significant costs for retailers, while fuel and supply chain pressures are also feeding through. These costs are fundamental to keeping businesses operating day to day.

Additional challenges For brands, there is the added challenge of commodity pressure, particularly for those sourcing internationally. Retailers, facing higher operating costs, are seeking increased

What is needed now is a period of stability.

Businesses need time to assess what has been introduced already, to properly understand the full impact of these changes. Such constant additional pressure makes it extremely difficult to plan, invest or grow with any confidence.

Government policy needs to be reviewed and “joined up”. It’s about not introducing initiatives in isolation but always being mindful of the impact on the wider economy. The Government also needs to urgently reduce the cost of doing business (including labour, energy, and insurance), along with other measures: improving SME’s/retailers access to finance and cashflow, cutting regulatory and administrative burdens, addressing labour and skills shortages, and enhancing competitiveness through productivity and infrastructure supports – thus enabling SME’s and retailers to remain viable.

Simultaneously, there is a broader issue here around accountability versus in business, we’re constantly focused on driving efficiencies: every cost is examined, investment justified with budgets managed assiduously. The perception, however, is that this same rigour is not always evident at Government level. High‑ profile projects continue to run significantly over‑budget, public spending continues to rise, while taxes increase to fund that spending. There’s little visible accountability when things go wrong, in stark contrast to businesses’ commercial discipline, which makes it difficult to ignore.

There’s a growing sense in business circles that while companies are doing everything possible to manage costs, protect jobs and stay afloat ‑ they are doing so largely on their own. There is a limit to how much can be absorbed by businesses, and for many, that limit has been reached.

This is not about resisting progress or reform, it’s about recognising the reality on the ground and ensuring all government decisions reflect that reality. n

ADVERTORIAL

17

QR4More: A practical place to start Maria Svejdar, head of retail, GS1 Ireland offers guidance to Irish retail and brands to help them to prepare for the future of connected products Maria Svejdar, Head of Retail, GS1 Ireland

For decades, the barcode has quietly powered modern retail. Every day, products move through supply chains, warehouses, stores, and checkouts thanks to that familiar black‑and‑ white symbol. But retail is changing.

Consumers increasingly expect transparency and instant access to trusted product information. Retailers are looking for smarter ways to improve operations, reduce waste, strengthen traceability, and connect physical products to digital experiences. Brands are searching for new ways to engage consumers directly while simplifying packaging and improving access to product data. And now, the barcode itself is evolving to help make that possible.

Across global retail markets, businesses are beginning to prepare for the transition to QR Codes powered by GS1 ‑ the next generation of GS1 standards‑based 2D barcodes capable of supporting retail operations, point‑of‑sale scanning, and digital consumer experiences from a single scan.

To help support Irish industry through this transition, GS1 Ireland has launched QR4More ‑ a new programme designed to help retailers, brands, suppliers, packaging companies, and technology partners explore the future of connected products together. The QR4More programme is helping industry begin learning, testing, and preparing in practical, collaborative ways.

For brands and suppliers, the priorities may be consumer engagement, transparency, sustainability storytelling, product authentication, packaging simplification, and direct digital connection with consumers.

What do you get from the QR4More programme?

Many businesses are aware of the transition to QR codes for point‑of‑sale scanning. However, deciding where to begin, and who to involve, can be overwhelming.

Some organisations are already exploring connected packaging and digital product experiences. Others are asking questions about scanners, packaging, or product data.

QR4More was created to give Irish industry a practical place to begin learning together, to collaborate and share experiences.

One of the strongest lessons emerging globally around QR Codes powered by GS1 is that businesses do not need to solve everything before they begin. Many of the most valuable insights come from small, manageable pilot projects.

GS1 Ireland recommends that businesses start small, learn safely, and scale gradually.

The organisations that start exploring now will be best positioned to build internal

understanding, strengthen consumer engagement, improve operational readiness, and help shape future retail experiences.

Join QR4More QR4More is designed to help Irish industry begin this journey together. GS1 Ireland is now inviting all stakeholders, including retailers, FMCG brands, own‑brand suppliers, packaging companies, technology providers, and solution partners to participate in collaborative pilots and readiness discussions throughout 2026 and 2027.

Whether your organisation is exploring connected packaging, sustainability initiatives, digital product experiences, traceability, or simply wants to better understand what implementing GS1 2D codes means in practice, QR4More provides a practical place to start.

In the future, every scan has the potential to deliver far more than a beep at checkout. It can deliver trusted data, stronger transparency, smarter retail operations, richer consumer engagement, and better business outcomes across the entire value chain.

To learn more about QR4More or register your business to participate in upcoming pilots, working groups and industry discussions, contact the GS1 Ireland team today at retail@gs1ie.org.

Connected packaging, trusted product data QR Codes powered by GS1 provide a standards‑based way to access trusted product data ‑ supporting retail operations, point‑of‑sale scanning, and digital experiences with a single scan.

That means the same barcode can: • Support retail scanning at checkout • Help improve operational visibility • Provide trusted consumer information, • Enable sustainability and recycling guidance, • Unlock richer digital engagement.

The important point is that this is not about adding another QR code to packaging. It is about evolving towards one smarter barcode capable of serving multiple purposes simultaneously.

Identify your use case. Where does the value lie for your business?

For retailers and marketplaces, the focus is primarily on operational efficiency, food safety, reducing waste, traceability, digital receipts, and future POS readiness.

One scan, multiple retail outcomes A QR Code powered by GS1 can unlock a wide range of different outcomes depending on the product, retailer, or brand involved.

For some businesses, the focus may be operational: • Product identification • Batch and expiry management • Recalls • Traceability • Regulatory support

For others, the priority may be customer-facing: • Ingredient information • Recipes • Sustainability credentials • Product care • Recycling guidance, • Loyalty programmes, • Digital product experiences.

Not every product needs every feature.

Businesses should start with the outcomes that matter most to them. The same standards‑based GS1 2D barcode can support all of these objectives. n

www.shelflife.ie | ShelfLife June 2026

18

STORE PROFILE

Rob Murphy, Nearby Darndale

Nearby Darndale built on community roots

E

stablished in 1974, Nearby Darndale has become a long-standing fixture in Dublin’s northside community, serving generations of local community shoppers through a mix of convenience retail and a strong off-licence offering.

For Rob Murphy, the store has always been part of daily life. Having grown up around the business, he now oversees operations with a hands-on approach

focused on consistency, efficiency, and understanding the needs of the local community.

A store at the centre of the community Located in a densely populated residential area with more than 1,000 homes close by, the store serves a broad mix of customers, from families and older residents to workers and students connected to local

Rob Murphy of Nearby Darndale spoke to Ryan Brennan about community retail, rising costs, and adapting to changing consumer habits schools, offices, healthcare services, and community facilities.

Murphy says this close connection to the area shapes how the business operates day to day.

“You get to know people well, what they like and what they’re looking for,” he explains.“It’s not just transactions, there’s a trust there.”

That familiarity has helped the store become part of customers’ everyday routines, something Murphy sees as one of the business’s biggest strengths.

Continuous improvement over major overhauls Rather than relying on large-scale refurbishments, Nearby Darndale has focused on making gradual improvements across the store over time.

Murphy says changes to layout, refrigeration, and product range have all contributed to improving the customer experience, with a major emphasis placed on speed and convenience.

According to Murphy, flow through the store has become increasingly important as consumer expectations continue to evolve.

“People are watching every euro” Fully stocked fridges in-store

ShelfLife June 2026 | www.shelflife.ie

STORE PROFILE

19

The Nearby Darndale team

“We’re always tweaking things and keeping up with changes in brands, pack sizes, and trends rather than doing one massive overhaul,” he says.

The steady approach has helped the business maintain growth across both convenience and offlicence categories, despite ongoing pressure from inflation and rising operating costs.

Managing growth during rising costs Like many independent retailers, Nearby Darndale has had to navigate increasing costs across energy, supply chains, and day-to-day operations in recent years.

Murphy says customers are now significantly more price-conscious, making value and competitive pricing critical.

“People are watching every euro,” he says.“If you’re not competitive, you’ll feel it straight away.”

Despite these challenges, the business has maintained margins in line with previous years through careful stock management, tight operational controls and a strong value-focused proposition across the store. Bespoke Nearby marketing initiatives, including“Bring Home the Value”,“Big Movie Night In” and a range of in-store special offer promotions, have helped reinforce this message for customers. Murphy personally oversees all store ordering, providing direct visibility of product performance while helping to minimise waste and optimise stock levels.

“I’ve a full view of every corner of the business, what’s selling, what’s not, and where we need to react,” he explains.

While he acknowledges the support offered through the Nearby retail group, particularly around promotions, pricing, and marketing support, Murphy believes independent retailers still need to remain agile and proactive to get the most out of a strong brand like Nearby.

“Being part of Nearby gives strong backing, but you still have the freedom to run your own shop, and keep your independence, which is important,” he says.

Building a reliable team Nearby Darndale operates with a mix of full-time and part-time staff, giving the business flexibility throughout the week and during busy trading periods.

Murphy describes his management style as direct and honest, but emphasises the importance of teamwork in maintaining standards and serving

customers effectively.

“Everyone knows where they stand,” he says.“At the same time, it’s a team; we rely on each other to keep things running smoothly.”

The store also maintains strong ties to the wider community through local sponsorships and support for organisations, including boxing and football clubs.

Murphy says these connections remain important for independent retailers operating in communitydriven areas.

“Even small things like supporting local clubs and initiatives go a long way, people remember it,” he says.

Alongside sponsorship activity, the store also works with local suppliers where possible, sourcing products such as fresh cakes and protein pots locally.

Staying adaptable in a changing retail market As the convenience sector continues to evolve, Murphy believes adaptability is becoming increasingly important for independent retailers.

He regularly visits other stores to monitor trends, merchandising ideas, and category developments, believing retailers can never afford to stand still.

“Retail is changing fast, and you really have to stay on top of it,” he says.

For Nearby Darndale, the focus remains on maintaining simplicity, consistency, and customer trust while continuing to evolve alongside changing shopping habits.

“For us, it’s about keeping things simple, looking after customers, and adapting quickly when things shift,” Murphy adds. n

“It’s not just transactions, there’s a trust between Nearby Darndale and our customers.”

“Big Movie Nights In” special offers

www.shelflife.ie | ShelfLife June 2026

20 ADVISOR: HR

Making performance appraisals meaningful Performance appraisals are a familiar feature of working life, yet many organisations still find it challenging to make them genuinely effective, writes Caroline Reidy When handled well, performance appraisals create a constructive space for meaningful discussion about performance, development and expectations.

When handled poorly, they risk becoming a once-a-year administrative task that adds little value for anyone involved.

At their core, effective appraisals are collaborative conversations. They allow managers and employees to step back from day to day demands and openly discuss progress, challenges, and future direction. Employees gain clarity and recognition, managers strengthen relationships and direction setting, and organisations benefit from stronger alignment, capability and accountability.

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

Revisit previous goals first

Documenting outcomes and following through

A productive appraisal should start by looking back at the objectives agreed during the previous review.

Key questions include: • What worked well?

• What proved more difficult?

• What factors influenced outcomes?

Where targets have not been met, the emphasis should be on understanding the underlying reasons rather than attributing fault.

Priorities change, resources shift, and unforeseen barriers can arise that sit outside any individual’s control. Exploring these factors openly helps ensure that objectives remain relevant and fair.

This reflection naturally leads to decisions about what comes next: Are the original goals still appropriate? Do they need refining? Have new priorities emerged? Involving employees in this discussion supports shared ownership and reinforces trust in the process.

An often-overlooked aspect of appraisals is what happens after the meeting ends. Clear notes, agreed actions, and recorded commitments matter.

Without follow up, even the best conversation can lose momentum.

Checking progress, revisiting commitments, and holding both parties accountable reinforces that the appraisal was meaningful, not symbolic.

The importance of consistency A clear and consistent approach to appraisals is essential. Employees should receive sufficient notice of their review and be provided with the relevant documentation in advance. Asking employees to complete a self review encourages reflection and ensures they arrive prepared to engage meaningfully in the conversation.

Managers should review this input before the meeting. Whether the discussion is held face-to-face or virtually, the same standards apply: objectivity, openness and balance. The final appraisal record should reflect both perspectives and be completed in light of the discussion, rather than feeling like a pre-determined judgement.

Crucially, the process should conclude with a set of agreed objectives for the period ahead. These goals need to be realistic, specific and jointly agreed. When employees help shape their own objectives, they are more likely to feel motivated and accountable for achieving them.

ShelfLife June 2026 | www.shelflife.ie

Why appraisals still serve a purpose While some organisations have moved towards continuous feedback models, most employees still value a formal opportunity to take stock. A well-managed appraisal provides a structured pause to reflect on performance, development needs, and broader organisational expectations.

Key benefits include: • Clear, constructive feedback focused on improvement and future contribution • Shared understanding of priorities, and how individual roles support wider organisational goals • Identification of learning and development needs, helping target training investment effectively • Increased engagement and motivation, driven by recognition and involvement • Greater self-awareness, prompted by structured reflection on strengths and challenges Objectives should always feel reasonable and achievable from the employee’s perspective. If expectations have shifted significantly, the reasons for change need to be clearly explained. While taking on new responsibilities or stretching beyond a usual remit can feel daunting, clarity and support can turn this into a positive development opportunity.

If you require further support or advice relating to HR, please do not hesitate to contact us at hrsolutions@nfpireland.ie / (066) 710 2887.

For more information visit https://nfpireland.ie n

ADVISOR: HR

21

22

ADVISOR: RECRUITMENT

A changing conversation around careers Nikki Murran asks is grocery retail becoming an attractive career again?

A few weeks ago, I was chatting with one of my aunts about my cousins.

I have always been ridiculously impressed by them. Between them, they work in finance, technology and other highly specialised sectors. If you had asked me ten years ago which careers were the safest and most future proof, those industries would probably have topped the list.

What surprised me was hearing how much uncertainty there now is for graduates entering those sectors.

Our conversation quickly turned to AI and the impact it is already having on entry-level roles. While experienced professionals are adapting, there is growing discussion around what graduate programmes and junior positions in finance, accounting and technology will even look like over the next few years.

Driving home afterwards, I found myself thinking about grocery retail and how different the conversation feels in our industry.

I have always believed grocery retail is one of the best industries in Ireland to build a career in. It is why I have dedicated more than two decades of my life to the sector. What is nice to see now is that the facts are starting to back up what many of us working in the industry have known for years.

The numbers are starting to tell the story Back in 2016, store managers in symbol supermarkets typically earned between €38,000 and €50,000. Today, store managers in small and medium supermarkets are commonly earning between €50,000 and €65,000, while experienced managers in larger supermarkets can earn up to €120,000 depending on the size and complexity of the operation.

Trainee managers have seen even more significant movement. In 2016, many trainee roles sat between €21,000 and €26,000. Today, those same positions are often attracting salaries of €35,000 to €36,000.

When you compare those increases against Irish inflation of approximately 20% over the same period, it becomes clear that many grocery retail management salaries have grown well ahead of the cost of living. Fresh food managers, store managers and trainee managers have all seen salary growth that comfortably surpassed inflation over the last decade.

The overall package has changed The pay improvements are great to see, but what has always made this industry special goes beyond salary.

What has changed massively over the last decade is the overall package being offered to managers and retail teams.

Hours and work-life balance have improved in many businesses. Training is far more structured and accessible. There is a much bigger focus on soft skills, leadership and people management than there used to be, which is long overdue in an industry built around people.

Career paths are also far more transparent. In the past, progression could sometimes depend on who trained you or whether somebody happened to spot your potential. Now, many retailers have clear development plans in place and progression is much more closely linked to performance, attitude and hard work.

Bonuses and incentives have improved too, with many retailers rewarding managers directly for strong store performance, standards and team results.

There is also far more autonomy in modern retail management roles than ShelfLife June 2026 | www.shelflife.ie

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

people realise. Great managers are often given real ownership over their stores, their teams and the culture they want to create.

Perhaps the biggest shift of all, though, is culture.

Retailers are putting far more emphasis on creating positive working environments, supporting teams properly and developing leaders who can motivate and coach people well. There is still work to do, of course, but the difference compared to a decade ago is huge.

Grocery retail still needs people There is also the security that comes with grocery retail.

While many sectors are questioning what AI might mean for their workforce, grocery retail remains rooted in people. Stores still need leaders.

Teams still need coaching. Customers still need service. Products still need to be ordered, merchandised, prepared and sold.

Technology will absolutely change parts of retail, just as it will change every industry, but I struggle to see a future where great retailers do not need great people.

I also think people underestimate how enjoyable retail can be when you genuinely like working with people.

No two days are ever the same. You could walk into a store with a full plan for your day and within ten minutes something changes. A delivery arrives late, a team member calls in sick, a customer needs help or somebody accidentally burns half the breakfast pastries before 8am.

For the right personality, that unpredictability is actually part of the appeal. You are constantly interacting with people and constantly solving problems. You build genuine relationships with customers and teams over time, and that sense of community is something many industries simply cannot offer in the same way.

Ireland is leading the way The continued growth of fresh food and convenience retail has also transformed the industry over the last decade. Irish retailers are now recognised among the best in Europe for fresh food standards, innovation

ADVISOR: RECRUITMENT

and customer experience. From bakery and deli operations to food-to-go concepts and specialist departments, there are more career paths available in grocery retail today than ever before.

No industry is completely future-proof, and retail will continue to evolve

23

like every other sector.

But for people looking for a career with progression, stability, strong earning potential and plenty of variety, grocery retail has a lot going for it.

Maybe more than ever before. n

24 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Shelflife Grocery Management Awards 2026 celebrate retail excellence

MC Shay Byrne of RTÉ Radio One’s Rising Time addressing the attendees on the night

The evening’s highlight was the announcement of Kevin Fell, SuperValu Thomastown, Co. Kilkenny as the Supreme Champion – National Grocery Retail Manager of the Year 2026 Ireland’s grocery retail industry gathered in style at Dublin’s Royal Marine Hotel Wednesday 13 May for the 2026 ShelfLife Grocery Management Awards (GMAs), recognising individual management excellence in the sector.

With almost 320 guests in attendance 21 awards were presented, honouring the best in the many departments that make up local convenience stores and supermarkets, culminating in the grand prize of ShelfLife National Grocery Retail Manager of the Year.

Emceed by Shay Byrne of RTÉ Radio One’s Rising Time, the prestigious, independently judged awards ceremony is supported by platinum sponsor Bank of Ireland and carried out in association with Excel Recruitment.

Commenting on the standard of 2026 entrants, John McDonald, publisher, ShelfLife, said: “As grocery and convenience managers in Ireland continue to deliver a first in class retail experience to their customers, I am delighted to see this year’s list of finalists from around the country. My congratulations to all of the winners.”

Kevin Fell, SuperValu Thomastown, Co. Kilkenny was crowned Supreme Champion – National Grocery Retail Manager of the Year 2026.

The judges praised Fell for his passion for the industry. The judges saw a genuine enthusiasm that is both infectious and inspiring. It’s the kind of energy that lifts standards across the board.

The judges also outlined how highly this manager values building strong staff relationships, with a clear focus on team development and putting the customer first.

Commenting on the judges’ decision, Nikki Murran, director, Grocery Retail Recruitment, Excel Recruitment, said: “Starting out in retail at an age when most people are still figuring things out, our champion was already building serious momentum and a reputation that carries real weight. By their own account, nearly half their life has been dedicated to this industry, beginning with packing shelves at just 16 years old and progressing to their current role as store manager.

“From giving back to the local community through charity fundraisers and generous initiatives, to mentoring and developing the next generation of leaders in‑store, their impact runs deep. This retailer has created a strong, positive culture within their team, one where people feel supported, motivated, and proud to be part of something bigger. And let’s not forget the numbers. Delivering significant sales growth while keeping

Paula Feehan, head of sectors, Bank of Ireland

John McDonald, publisher, ShelfLife

Supreme Champion 2026

ShelfLife June 2026 | www.shelflife.ie

customers, people, and culture at the heart of everything they do is no small feat.”

Recognising excellent standards Kevin Fell, SuperValu Thomastown, Co. Kilkenny was presented the award by Paula Feehan, head of sectors, Bank of Ireland, the event’s platinum sector.

Addressing the crowd, Feehan spoke about the vital role played by managers in maintaining the exceptional standards associated with Ireland’s grocery industry.

She noted: “Bank of Ireland are delighted to once again be lead sponsor of the ShelfLife Grocery Management Awards. These awards recognise the excellent standards and service delivered by the Irish grocery sector. They also celebrate the significant contribution made by personnel within the sector to their local communities nationwide. This showcase event is a fantastic opportunity to support and acknowledge all that’s great about the internationally renowned Irish grocery sector.”

Plan for 2027 For more information on the ShelfLife Grocery Management Awards 2027 visit: www.groceryawards.ie or www.shelflife.ie Contact: Mark Morgan: mark.morgan@mediateam.ie or Ian Mulvaney: ian.mulvaney@mediateam.ie

Nikki Murran, director, Grocery Retail Recruitment, Excel Recruitment

Supporting Irish Retail Whether you are starting or growing your business, our dedicated business teams are always here to support you.

Bank of Ireland Retail

For all your Retail Sector needs talk to Owen Clifford Head of Retail Sector 087 9079002 owen.clifford@boi.com Bank of Ireland is regulated by the Central Bank of Ireland.

26 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

‘A local supermarket is more than just a place to shop it’s part of the community’ Donna Ahern sat down with Kevin Fell, to talk to him about what winning the Supreme Champion – ShelfLife National Grocery Retail Manager of the Year 2026 means to him and the SuperValu Thomastown team Kevin Fell, SuperValu Thomastown, Co. Kilkenny was crowned Supreme Champion – National Grocery Retail Manager of the Year 2026 the recent ShelfLife Grocery Management Awards (GMAs), which took place on 13 May at Dublin’s Royal Marine Hotel, Dun Laoghaire.

The judges praised Fell for his passion for the industry.

The judges saw a genuine enthusiasm that is both infectious and inspiring. It’s the kind of energy that lifts standards across the board.

The judges also outlined how highly this manager values building strong staff relationships, with a clear focus on team development and putting the customer first.

Commenting on the judges’ decision, Nikki Murran, director, Grocery Retail Recruitment, Excel Recruitment, said:“Starting out in retail at an age when most people are still figuring things out, our champion was already building serious momentum and a reputation that carries real weight. By their own account, nearly half their life has been dedicated to this industry, beginning with packing shelves at just 16 years old and progressing to their current role as store manager.

“From giving back to the local community through charity fundraisers and generous initiatives, to mentoring and developing the next generation of leaders in-store, their impact runs deep. This retailer has created a strong, positive culture within their team, one where people feel supported, motivated, and proud to be part of something bigger. And let’s not forget the numbers. Delivering significant sales growth while keeping customers, people, and culture at the heart of everything they do is no small feat.”

ShelfLife June 2026 | www.shelflife.ie

Supreme Champion – ShelfLife National Grocery Retail Manager of the Year 2026 Kevin Fell

SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Gradual development

Grocery retail is an industry where no two days are ever the same, and there’s always a new challenge to solve.

The judges praised Fell for his focus on staff development and mentoring.

One example that stood out to him was when a colleague who started in an entry-level role and lacked confidence in taking on responsibility.

“Through regular coaching, encouragement, and giving them opportunities to step outside their comfort zone, they gradually developed into a strong leader within the store,” he reflects.“Seeing them progress into management and grow in confidence was hugely rewarding. Also, contributing largely to overall store performance in recent years. Moments like that are one of the most satisfying parts of the job for me.”

‘A surreal moment’ Winning the Supreme Champion title at the ShelfLife Grocery Management Awards 2026 is a major achievement so was going through Fells mind when his name was announced?

Speaking with ShelfLife Fell says:“It was honestly a surreal moment.”

“I had every emotion at once, shocked, proud, and extremely grateful. My first thoughts were about the team in SuperValu Thomastown because achievements like this are never down to one person,” he added.

“It reflected the hard work, commitment, and passion that everyone in the store brings every day. I also thought about my family, the support my partner Samantha and parents have given me throughout my career.To be recognised nationally in an industry I’ve worked in since I was 16 means a huge amount to me.”

Passion and leadership The judges highlighted Fell’s passion, leadership, and ability to build a strong team culture.

“For me, it has always been about people,” Fell explains.“I believe if you invest time in your team, support them, and create a positive environment, the results will follow naturally.

I try to lead by example, getting involved, stay as approachable as possible, make sure everyone feels valued and understand that everyone can have a bad day.

“Over the years I’ve learned that respect, communication, and consistency are the foundations of strong leadership. I want people to enjoy coming to work and feel proud of what they do.”

Making an impact Fell has worked in grocery retail since the age of 16, starting out packing shelves.

He noted that he initially started out as a part-time job, he quickly realised that he enjoyed the fast pace and the interaction with people, which kept him motivated over the years.

“Grocery retail is an industry where no two days are ever the same, and there’s always a new challenge to solve,” he highlights.

“What has kept me motivated is seeing the impact you can make - whether that’s developing a team member, improving the store, or building relationships with customers in the local community.

“I’ve always enjoyed the sense of teamwork and progression within the industry. I was also very lucky to work with many experienced managers over the years that all contributed to my own growth.”

It is clear from speaking to Fell that this led him to carve out a long-term career in grocery retail, rather than viewing it as just a starting job or stepping stone.

“From working in store you would always hear about new

27

What customers want

Kevin Fell, manager, SuperValu Thomastown, Co. Kilkenny roles in management levels and career progression but for me it was mainly the managers who were over the first store I worked in, early in my time in store they got me involved and trusted me with orders and for me from there that gave me the drive to start moving forward,” he says.

“Luckily Musgrave offers a range of fantastic programs that sets out a career platform for you. As I progressed through different programs, I realised there were huge opportunities to grow further and develop within an ever-growing industry.

Retail challenges you constantly and rewards hard work and commitment.

“I enjoyed learning every aspect of the business, from KPI’s, to performance and people management and mainly the customer experience. The more experience I gained, the more passionate I became about building strong teams and delivering a great shopping experience for customers.

Keeping it in the family Speaking to Fell at the Royal Marine Hotel, he told us that his mother worked for many years in retail and it was clear that her passion and experience in grocery retail had rubbed off on him and had an influence on his career choice.

“Growing up, I could see the hard work and dedication that retail requires, but I also saw the pride she took in her work and in looking after customers,” he quipps.

“She taught me the importance of work ethic, consistency, and treating people properly. A lot of those values stayed with me and helped shape how I approach both leadership and customer service today.”

SuperValu Thomastown has been recognised for strong performance and customer focus.

“A big focus for us and also the whole Cedarglade group has been consistency in standards and really listening to what our customers want,” he says.

“We invested heavily in fresh food, improved our Deli and Food to Go offering, and worked hard on store presentation and availability. And we have reaped the rewards with strong sales growth over a three-year period,” Fell adds.

“We also put a strong emphasis on customer service and community engagement because people want to shop somewhere they feel welcomed and valued. Small improvements done consistently over time have had a major impact on both customer loyalty and sales growth.”

Supporting the local community Beyond the award itself, this recognition also reflects SuperValu Thomastown’s contribution to its local community.

“Community involvement is hugely important to us,” he explains.“A local supermarket is more than just a place to shop - it’s part of the community. Supporting local schools, clubs, charities, and events helps build real connections with people.

“We’re proud to support local initiatives whenever we can, and I think customers appreciate seeing businesses genuinely involved in the area. It creates a strong sense of pride for the team as well.

Pride of place Finally, after such a significant win, Fell noted that the trophy will definitely have pride of place in the store because it belongs to the whole team.

“Every time I see it, it will remind me of the hard work, dedication, and teamwork that went into achieving it,” he says.

“I also hope it inspires the team to keep pushing forward and striving for even higher standards. For me personally, it represents the journey from starting out packing shelves at 16 to achieving recognition at a national level - which is something I’m incredibly proud of,” Fell concludes. n

The trophy will definitely have pride of place in the store because it belongs to the whole team. Every time I see it, it will remind me of the hard work, dedication, and teamwork that went into achieving it. www.shelflife.ie | ShelfLife June 2026

28 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Checkout Manager / Customer Service Manager of the Year 2026

Winner: Aoife Clifford, Herlihy’s Centra, Patrick’s Street

Checkout Manager/ Customer Service Manager of the Year FINALISTS

What the judges said: Aoife Clifford has established herself as a standout convenience retail professional at Herlihy’s Centra, where she has built a strong reputation for delivering exceptional customer service standards and creating a welcoming in‑store atmosphere. Recognised for her leadership, team development, and customer‑ focused approach, Aoife was awarded the prestigious Checkout Manager/Customer Service Manager accolade in recognition of her outstanding contribution to the retail sector.

• Aoife Clifford, Herlihy’s Centra, Patrick Street ‑ WINNER • Laura Butler, SuperValu Lucan • Katie Waters, Herlihy’s Centra, Grandparade • Mary Whelton, Scally’s of Clonakilty SuperValu • Jessica Oliveira, Lyons Mace Filling Station • Julie O’Brien, Maxol, Skehard Road

In‑Store Café Manager of the Year FINALISTS

(L-R) Aoife Clifford, O’Herlihy’s Centra, receives the Customer Service Manager award from Alan Treacy, Excel Recruitment

• Beth Dunne, Cahills Centra Marley Park ‑ WINNER

Award Sponsored by Excel Recruitment

• Amanda Whelan, Fitzpatrick’s SPAR • Jason McCann, The Food Crew – Beacon Hospital

Butcher Manager of the Year

Retail Café Manager of the 2026

FINALISTS

Winner: Beth Dunne, Cahill’s Centra, Marley Park What the judges said: Beth Dunne leads with energy and innovation, fostering a strong, family‑driven team culture that raises standards daily.

(L-R) Beth Dunne, Cahill’s Centra Marley Park, is presented with the In-Store Café Manager award by Donna Ahern, ShelfLife

• David Constant, Ryan’s SuperValu Togher ‑ WINNER • Paul Mc Namara, SuperValu Castletroy • Raymond Byrne, SuperValu Knocklyon • Sean Scanlon, SuperValu Hansfield • Edmund Galavan, Wallace’s SuperValu

Award Sponsored

by ShelfLife

Butcher Manager of the Year 2026

(L-R) Yasmin Rourke and James Hogan, Aldi

Winner: David Constant, Ryan’s SuperValu, Togher What the judges said: David Constant is a highly regarded retail butchery professional currently working with Ryan’s SuperValu Togher, where he has built a strong reputation for delivering exceptional standards across fresh food retail operations. Recognised for his leadership, commercial ability, and commitment to quality, David was awarded the prestigious Butcher Manager of the Year award in recognition of his outstanding contribution to the industry.

(L-R) David Constant, Ryan’s SuperValu Togher, is presented with the Butcher Manager award by Alan Treacy, Excel Recruitment

ShelfLife June 2026 | www.shelflife.ie

Award Sponsored by Excel Recruitment

GMAs 2026

Congratulations to our Award-winning Managers

C Store Deli/Food to Go Manager of the Year

Supreme Champion

Kevin Fell, SuperValu Thomastown, Co. Kilkenny

Retail Team of the Year

PJ Kennedy, Sean Farrington, SuperValu Charlesland, Greystones, Co. Wicklow

Large Supermarket Manager of the Year

Off-Licence Manager of the Year

Donna Ahern, ShelfLife, collecting on behalf of winner, Martin Mullen, SuperValu Strokestown, Co. Roscommon

Gabriel Leahy, Scally’s SuperValu Clonakilty, Co. Cork

Butcher Manager of the Year

Brian Herlihy, collecting on behalf of Annmarie O’Neil, Herlihy’s Centra, Oliver Plunkett Street, Cork.

David Constant, Ryan’s SuperValu, Togher, Co. Cork

In Store Cafe Manager of the Year

Customer Service Manager of the Year

Beth Dunne, Cahill’s Centra Marley Park, Frank & Honest Cafe, Co. Dublin

Aoife Clifford, Herlihy’s Centra, Patrick Street, Co. Cork

Deli/Food to Go Manager of the Year - Supermarket

HR Manager of the Year

Maria Murtagh, SuperValu Rush, Co. Dublin

Small Supermarket Manager of the Year

Neville Raethorne, SuperValu Ranelagh, Dublin 6

Chloe Lynam, SuperValu Sutton, Co. Dublin

Small C Store Manager of the Year

Cyril Dunne, Centra Foxborough, Co. Dublin

30 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Delicatessen/Food to Go Manager of the Year 2026 – C-Store

Winner: Annmarie O’Neil, Herlihy’s Centra Oliver, Plunkett Street

What the judges said: Annmarie O’Neil is an accomplished fresh food retail professional working with Herlihy’s Centra Oliver Plunkett Street, Cork, where she has built a strong reputation for delivering exceptional deli standards and customer service. Recognised for her leadership, innovation, and ability to drive deli sales through new products and team development, Annmarie was awarded the prestigious Delicatessen/Food to Go Manager – C‑Store accolade in recognition of her outstanding contribution to the convenience retail sector.

(L-R) Brian Herlihy, Herlihy’s Centra, Oliver Plunkett Street, accepting the C-Store Deli/Food to Go Manager award on behalf of Annmarie O’Neil from Donal Kelly, Bunzl Ireland

Award Sponsored

by Bunzl Ireland

C‑Store – Delicatessen/ Food to Go Manager of The Year FINALISTS • Annmarie O’Neil, Herlihy’s Centra Oliver Plunkett Street ‑ WINNER • Michaela Paget, SPAR Bolton Street • Sara Doherty, O’Donnells, MACE, Kilmacrennan • Martina Higgins, Gerry’s Fresh Foods • Monica Ramona Ardelean, Londis Sandyford Apex • Violeta Anisova, Corrib Oil – Circle K/ SPAR, Ballyhaunis • Sonya Carolan, MACE Bettystown • Colm Costello, Mayfield Fare, Junction 14, Mayfield • Aleksanda Zdonczyk, Corrib Oil, Castlebar

Forecourt‑ Delicatessen/ Food to Go Manager of The Year FINALISTS

Delicatessen/Food to Go Manager of the Year 2026 – Forecourt

Winner: Holly Rose Millist, Junction 14, Mayfield

What the judges said: Holly Rose Millist is a proven food‑to‑go retail professional currently leading operations at Supermacs Junction 14, Mayfield, Co. Kildare.

Recognised for her strong leadership, commercial focus, and commitment to customer service, Holly Rose was awarded the prestigious Delicatessen/ Food to Go Manager – Forecourt accolade in recognition of her outstanding contribution to the sector. She stood out for driving impressive sales growth, successfully leading the introduction of new kiosks, and maintaining high standards across a busy forecourt environment.

(L-R) The Forecourt Deli/Food To Go Manager award is presented to Holly Rose Millist, Junction 14, by Martin McKeown, Bunzl Ireland

• Holly Rose Millist, Junction 14 Mayfield, Monasterevin ‑ WINNER • Carol Sexton, Maxol, Skehard Rd • Sara McNamara, Maxol, Ballincollig • Gosia Seweryn, Junction 14 Mayfield, Monasterevin • Debbie Bergin, Go Portlaoise Service Station • Karolina Kobryn, SPAR Togher

Supermarket – Delicatessen/Food to Go Manager of The Year FINALISTS • Maria Murtagh, SuperValu Rush ‑ WINNER • Tracey McAllen, Ryans SuperValu Togher • Ewelina Kaparek, O’Toole’s SuperValu Tuam • Agnieska Posladek, SuperValu Hansfield

Award Sponsored

by Bunzl Ireland

Delicatessen/Food to Go Manager of the Year 2026 – Supermarket Winner: Maria Murtagh, SuperValu Rush

What the judges said: Maria Murtagh is committed to excellence in food and service, with a sharp attention to detail that drives strong customer loyalty.

(L-R) Maria Murtagh, SuperValu Rush, was handed the Supermarket - Deli/ Food to Go Manager award by Johnny Duane, Bunzl Ireland

ShelfLife June 2026 | www.shelflife.ie

Award Sponsored

by Bunzl Ireland

(L-R) Hemily Martins and Jessica Oliveira, Lyons Mace Filling Station

32

SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Off Licence Manager of the Year 2026

Off‑Licence Manager of the Year

Winner: Martin Mullen, SuperValu, Strokestown

FINALISTS

What the judges said: Martin Mullen stood out for his exceptional product knowledge, strong commercial performance, and genuine passion for the off‑licence category. What really separated him was the personal relationships he had built with his customers, creating a loyal community feel within the business. His ability to combine customer service, innovation, and consistent sales growth made him a very deserving winner of Off Licence of the Year.

(L-R) Donna Ahern, ShelfLife, collecting on behalf of Martin Mullen, SuperValu Strokestown, with the Off Licence Manager award, given to her

by Trisha Feely, Santa Rita

• Martin Mullen, SuperValu Strokestown ‑ WINNER • Vitor Rodrigues, Donnybrook Fair Malahide • Dylan Lynch McMorrow, Cosgrove Centra, Maugheraboy • Sylwia Gospodinova, Maxol Ballincollig • Akshay Anilkumar, SuperValu Hansfield • Artis Korsaks, Ryans SuperValu Togher • Fiona Lynam, Herlihy’s Grand Parade • Paul Coleman, Higgins Off License • Tibu Thomas, O’Reilly’s Centra Cabinteely

HR Manager of the Year Award Sponsored by Santa Rita

HR Manager of the Year 2026

Winner: Chloe Lynam, SuperValu Sutton

What the judges said: Chloe demonstrated exactly what strong modern HR leadership should look like within retail. Her ability to significantly reduce absenteeism while improving engagement and culture showed a real commercial and people‑focused impact on the business. What stood out most was her hands‑on leadership style — leading by example, staying connected with her teams on the shop floor, and creating an inclusive culture where employees genuinely feel valued, recognised, and involved. Her passion for people, strong communication style, and ability to drive positive change within the business made her a very deserving winner of HR Manager of the Year.

(L-R) Chloe Lynam, SuperValu Sutton, receiving the HR Manager award from Nikki Murran, Excel Recruitment

Award Sponsored by Excel Recruitment

FINALISTS • Chloe Lynam, SuperValu Sutton ‑ WINNER • Andrea Shattock, SuperValu Lucan • Ryan Fagan, Gerry’s Fresh Foods

Small C‑Store Manager of Year FINALISTS • Cyril Dunne, Centra Foxborough ‑ WINNER • Elizabeth Keague, O’Reilly’s MACE, Meath • Kevin Carroll, Clarkes Londis • Laura Fennell, Londis Sandyford • Gina Buzea, SPAR Parkwest • David Grant, Herlihy’s Centra, North main Street • Greg Kuderski, Herlihy’s Centra, Grand Parade • Sammy Salem, SPAR, Murroe Shopping Centre • Sharon Leavy, Nearby Delvin, Leavy’s Shop & Post Office • Michael Kelleher, Herlihy’s Centra, Patrick Street • Martina Menton, Londis St James Hospital

Manager of the Year 2026 - Small C-Store

Winner: Cyril Dunne, Centra Foxborough

What the judges said: Since taking over Centra Foxborough, it’s clear that Cyril was eager to take the store to the next level.

When speaking with him, his passion for the job and his team is evident. He has a clear people‑focused approach, investing in his team and getting the best out of them, which trickles down to improvement in every aspect of the store. Through a conscious effort to create cohesion, whether that be with team events like Kris Kindle or one‑on‑one meetings to both give and get feedback, Cyril’s focus on his staff has had a clear impact on Centra Foxborough, and he is a more than worthy winner.

(L-R) Cyril Dunne, Centra Foxborough, accepts the Small C-Store Manager award, presented by Michelle Darlington, Lucozade

ShelfLife June 2026 | www.shelflife.ie

Award Sponsored by Lucozade Energy GRAFRUITTI

(L-R) Patrick Brennan, Signe Turner, and Daniel Santos Dos Ferreira, Donnybrook Fair

SHELFLIFE GROCERY MANAGEMENT AWARDS 2026 33

Manager of the Year 2026 - Medium C-Store Winner: Bjorn Minnie, Daybreak, Cahersiveen

FINALISTS

What the judges said: Bjorn Minnie is an experienced convenience retail professional currently working with Sheahan’s Daybreak Cahersiveen at The Market House.

Recognised for his exceptional leadership, operational standards, and customer‑focused approach, Bjorn was awarded the prestigious Manager of the Year – C‑Store award in recognition of his outstanding contribution to the convenience retail sector. He is highly regarded for his ability to lead successful teams, drive store performance, and maintain excellent standards across all areas of store operations within a busy and community‑focused retail environment.

(L-R) Bjorn Minnie, Daybreak, receiving the Medium C-Store Manager award from Barry Lynch, GigGrafter

Award Sponsored

by GigGrafter

Manager of the Year 2026 - Large C-Store Winner: Noel Kavanagh, SPAR, Craiguecullen

What the judges said: Noel Kavanagh is a highly accomplished convenience retail manager currently leading the operations at SPAR Graiguecullen. Recognised for his strong commercial performance, leadership ability, and consistently high operational standards, Noel was awarded the prestigious C‑Store Manager of the Year – Large Store accolade within the convenience retail sector. He is known for successfully managing high‑volume store operations, developing strong teams, and delivering an excellent customer experience while maintaining exceptional standards across all areas of the business.

(L-R) Noel Kavanagh, SPAR, accepting the Large C-Store Manager award from Ian Mulvaney, ShelfLife

Medium C‑Store Manager of the Year

Award Sponsored

by Hale Vaping

Forecourt Manager of the Year 2026 - Small

• Bjorn Minnie, Daybreak Cahersiveen – The Market House ‑ WINNER • Simon Champ, Clifford’s Centra, Cork City • Sylvia Mckenzie, Corrib Oil SPAR, Cork • Simon Atkin, Dalys Circle K/Gala • Martin Hobbart, SPAR Corrib Oil, Kerry • Lorraine Campbell, Londis Drogheda • Chris Toland, McKenna’s Londis • Kevin McGrath, Centra Dungarvan

Large C‑Store Manager of the Year FINALISTS • Noel Kavanagh, SPAR, Graiguecullen ‑ WINNER • Lar Mooney, Coopers Cross Tesco Express • Raul Floricel, Herlihy’s Centra, Bishopstown • Kieran O’Connor, Ardkeen Stores • Michael Mackesy, Broderick’s SPAR • Dorota Zwierzynska, Corrib Oil Parkway • Charlene Cullen, Gorbys Costcutter

Small Forecourt Manager of the Year FINALISTS • Thomas Connolly, Corrib Oil, Birr ‑ WINNER Eurika Reiponaite, Maxol Ballinrea • Ben Kelly, MACE, DM Borris Service Station • Kinga Gemser, INVER, Gort Road • Shane Moore, Go Forecourt, Portlaoise • Darius Zakas, Centra Greystones – COCO • Nataly Vasilachi, SPAR Corrib Oil, Kilkenny • Joseph Conway, XL / Emo, Enfield • Paula Sledz, Maxol Carrigaline • Ali Shah, M3 Mulhuddart

Winner: Thomas Connolly, Corrib Oil, Birr

What the judges said: Thomas Connolly’s passion for retail and genuine pride in his store came across immediately during the interview process. His commitment to developing the fresh food offering, maintaining exceptional customer service, and creating a welcoming environment for both locals and passing customers has played a major role in the store’s continued success. The positive team culture, local connection and consistent commercial growth within Corrib Oil Birr really set the business apart.

(L-R) Thomas Connolly, Corrib Oil, presented with the Small Forecourt award from Eamonn O’Toole, Salescare

Award Sponsored by Salescare/Toshiba (L-R) Gillian Morris and Martin Hobbart, Corrib Oil

www.shelflife.ie | ShelfLife June 2026

34 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Forecourt Manager of the Year 2026 - Large

Large Forecourt Manager of the Year

Winner: Agnes Sienkowska, Kinnegad Plaza

FINALISTS

What the judges said: Agnes Sienkowska is a driven, team‑focused store manager dedicated to training, development, and continuous career progression.

(L-R) Agnes Sienkowska, Kinnegad Plaza, accepts the Large Forecourt award from Eamonn O’Toole, Salescare

Award Sponsored by Salescare/Toshiba

• Agnes Sienkowska, Kinnegad Plaza ‑ WINNER • Colin Manning, O’Brien’s Service Station, Bishopstown • Adrian Gavin, Corrib Oil, Ballinasloe • Sean Walsh, Maxol Clonakilty • Dillon Feehan, SPAR Portlaoise Plaza • John Meade, Junction 14, Mayfield • Alan Bradburn, N17 Plaza

Small Supermarket Manager of the Year FINALISTS

Supermarket Manager of the Year 2026 - Small

Winner: Neville Raethorne, SuperValu Ranelagh

What the judges said: Neville’s passion for fresh food and customer experience came through immediately during the judging process. His belief in the products he sells, combined with his strong focus on quality, service, and building genuine customer relationships, has helped create a standout shopping experience within SuperValu Ranelagh. His enthusiasm for retail, attention to detail, and ability to connect with customers through a shared passion for food made him a very deserving winner of the Small Supermarket category.

(L-R) Neville Raethorne, SuperValu Ranelagh, is presented with the Small Supermarket Manager award by Paula Feehan, Bank of Ireland

Award Sponsored

by Bank of Ireland

• Neville Raethorne, SuperValu Ranelagh ‑ WINNER • Sean Farrington, SuperValu Charlesland • Agris Rubulevs, SuperValu Ballyroan • Katarina Weizen, EUROSPAR Bryanstown • Damien White, EUROSPAR Rathkeale

Medium Supermarket Manager of the Year FINALISTS • Kevin Fell, SuperValu Thomastown ‑ WINNER • Darren Cullen, Dunnes Stores, Blackrock • Charlene Kilgallon, ALDI Ballyhaunis • Yasmin Rourke, ALDI, Tullamore • Marc Flanagan, SuperValu Hansfield

Supermarket Manager of the Year 2026 - Medium

Winner: Kevin Fell, SuperValu Thomastown

What the judges said: Starting in retail at an age when most people are still figuring things out, our champion was already building serious momentum and a reputation that carries real weight. By their own account, nearly half their life has been dedicated to this industry, beginning with packing shelves at just 16 years old and progressing to their current role as store manager.

From giving back to the local community through charity fundraisers and generous initiatives, to mentoring and developing the next generation of leaders in‑store, their impact runs deep. This retailer has created a strong, positive culture within their team, one where people feel supported, motivated, and proud to be part of something bigger. And let’s not forget the numbers. Delivering significant sales growth while keeping customers, people, and culture at the heart of everything they do is no small feat.

What truly set our champion apart was their passion for the industry. The judges saw a genuine enthusiasm that is both infectious and inspiring. It’s the kind of energy that lifts standards across the board.

The judges also outlined how highly this manager values building strong staff relationships, with a clear focus on team development and putting the customer first.

(L-R) Kevin Fell, SuperValu Thomastown, is presented with the Medium Supermarket Manager award

by Paul Farrell, Glenhaven

ShelfLife June 2026 | www.shelflife.ie

Award Sponsored

by Glenhaven

SHELFLIFE GROCERY MANAGEMENT AWARDS 2026 35

Supermarket Manager of the Year 2026 - Large

Winner: Gabriel Leahy, Scally’s of Clonakilty

FINALISTS

What the judges said: Gabriel’s passion for retail and commitment to excellence were evident throughout the judging process. With almost 30 years in Scally’s of Clonakilty, he has played a major role in the continued growth and evolution of the business, leading major store transformation projects while consistently driving innovation, standards, and sales performance. His strong leadership style, attention to detail, and ability to motivate long‑standing teams while continuously improving the customer experience made him a very deserving winner of the Large Supermarket category.

(L-R) Gabriel Leahy, Scally’s of Clonakilty, is presented with the Large Supermarket Manager award by Rachel Devlin, Glenhaven

Large Supermarket Manager of the Year

Award Sponsored

by Glenhaven

• Gabriel Leahy, Scally’s of Clonakilty ‑ WINNER • Edgaras Stanius, SuperValu Sutton • Kevin Morgan, Ryans SuperValu Togher • Paula Marques, O’Toole’s SuperValu Tuam

Superstore Manager of the Year FINALISTS • Oisin Gartland, Tesco Claremont Howth Store ‑ WINNER • Joe Thompson, Tesco Clarehall Extra • Catherine Swift, Tesco Oranmore Superstore • Damien Geraghty, Tesco Fermoy Superstore

Superstore Manager of the Year 2026 Winner: Oisin Gartland, Tesco Claremont

What the judges said: Oisin’s leadership stood out through his strong focus on community, customer experience, and team culture during the launch of Tesco Claremont Howth.

Opening a brand‑new store is a major achievement in itself but what impressed most was how quickly he embedded the store into the local community and created a welcoming environment for both customers and staff. His people‑first leadership style, focus on inclusion, and ability to build a happy and engaged team have played a huge role in the store’s early success, making him a very deserving winner of Superstore of the Year.

(L-R) Oisin Gartland, Tesco Claremont, is presented with the Superstore Supermarket Manager award by Paula Feehan, Bank of Ireland

Award Sponsored

by Bank of Ireland

(L-R) Holly Harrison and Grainne Hogan, Frank & Honest Café, Cahill’s Centra Marley Park

Attendees eagerly await the award show

www.shelflife.ie | ShelfLife June 2026

36 SHELFLIFE GROCERY MANAGEMENT AWARDS 2026

Retail Team of the Year 2026

Retail Team of the Year FINALISTS

Winner: SuperValu Charlesland

What the judges said:

PJ Kennedy and Sean Farrington, SuperValu Charlesland, were presented with the Retail Team award

by Shay Barber, Shelton

SuperValu Charlesland’s victory is a testament to the power of an exceptional team that consistently delivers outstanding results both in‑store and throughout the local community. Led by a dedicated management team and supported by 36 passionate colleagues, the store combines impressive commercial performance with a genuine commitment to the people it serves.

In 2025, the team achieved remarkable success, growing annual sales by more than €500,000 while increasing profitability and reducing operating costs.

Delivering a turnover of €10.7 million from a 7,900 sq. ft. store is an outstanding achievement, underpinned by consistently high audit scores and strong customer satisfaction ratings.

What truly set SuperValu Charlesland apart, however, was its deep‑rooted connection to the local community. From supporting schools, sports clubs, charities and cultural initiatives, to helping organise and fund the much‑loved Charlesland Mini League, the team continually goes above and beyond to make a positive difference. Their support for causes including Pieta, Greystones Cancer Support, Darkness Into Light and numerous local fundraising events demonstrates a culture of generosity and inclusivity.

With more than 275 years of combined service to the SuperValu brand, the team brings a wealth of experience, knowledge and dedication to everything they do. Their unwavering commitment to customers, colleagues and community makes SuperValu Charlesland a truly deserving Team of the Year winner.

• SuperValu Charlesland ‑ WINNER • SuperValu Sutton • Donnybrook Fair, Morehampton • Nearby Ireland Newry • SuperValu Hansfield • Ryans SuperValu Togher • Broderick’s of Croom • SuperValu Dunshaughlin • Herlihy’s Centra Grand Parade • O’Brien’s Service Station • Go Oil Portlaoise • Dalys Lifford Gala • Scally’s of Clonakilty, SuperValu • Lyons MACE Filling Station • Inver Energy, Gort Rd • Griffin Retail Group

Trading Team of the Year FINALISTS • Dunnes Stores ‑ WINNER • Tesco Ireland • Aldi Ireland • O’Reilly’s Wholesale • Applegreen • Gala Retail • S&W Wholesale / Nearby • Musgrave Group • Lidl Ireland • BWG Foods • Barry Group • Circle K • Maxol

Award Sponsored

by Shelton

Trading Team of the Year 2026

Winner: Dunnes Stores

What the judges said: Dunnes Stores clinched Trading Team of the Year, as voted by suppliers, thanks to its outstanding market leadership and supplier partnerships. With Dunnes holding 23.8% market share, with sales growth of 4.3% year on year. Dunnes shoppers visited more often, with trips up 2.6% versus last year, contributing an additional €22.3 million to overall performance.

(L-R) James Wilson, Dunnes Stores, is presented with the Trading Team award

by Steve Martin, Shopper Intelligence

ShelfLife June 2026 | www.shelflife.ie

Award Sponsored by Shopper Intelligence

Kevin Carroll, Clarkes Londis

SHELFLIFE GROCERY MANAGEMENT AWARDS 2026 37

Brand Marketing Team of the Year 2026 Winner: Tayto Snacks

FINALISTS

What the judges said:

(L-R) Christopher Dowdall, Tayto Snacks, is presented with the Marketing Team award by Daniel Comiskey, S&W Wholesale

Award Sponsored

by S&W Wholesale

Brand Marketing Team of the Year

Tayto Snacks is honoured to have been recognised with the Marketing Team of the Year 2026 award at the ShelfLife Grocery Management Awards. This achievement reflects the strength of our brands and the impact of our marketing approach across the grocery sector.

This success is shared with the internal teams whose creativity and dedication contribute to the success of our campaigns, as well as with our customers and retail partners who continue to share our ambition and drive for excellence.

As home to some of Ireland’s best‑loved snack brands, including Tayto, Hunky Dorys, O’Donnells and KP Nuts, our focus remains on creating meaningful connections with consumers while delivering growth for our retail partners. Through a combination of high‑impact media campaigns, strong in‑store activation and collaborative trade marketing initiatives, we aim to drive both brand engagement and category performance.

Consumer insight remains central to everything we do, enabling us to stay ahead of evolving trends, develop exciting innovations and ensure our brands remain relevant in a highly competitive market. Our continued investment in marketing and new product development helps create standout moments for shoppers while driving footfall in‑store.

This award is a testament to the creativity, ambition and dedication of our team. We look forward to an exciting pipeline of product launches and marketing campaigns throughout 2026 and the years ahead as we continue to grow the category alongside our valued retail partners.

• Tayto Snacks ‑ WINNER • Lindt • Pladis Ireland • Birra Moretti • Coca-Cola Hellenic • Acti-Snack • Nordic Spirit • Cadbury • Red Bull • Lucozade

(L-R) Patryk Goron and Ryan Brennan, MediaTeam

Supreme Champion of the Year 2026 Winner: Kevin Fell, SuperValu Thomastown

What the judges said: Starting in retail at an age when most people are still figuring things out, our champion was already building serious momentum and a reputation that carries real weight. By their own account, nearly half their life has been dedicated to this industry, beginning with packing shelves at just 16 years old and progressing to their current role as store manager.

From giving back to the local community through charity fundraisers and generous initiatives, to mentoring and developing the next generation of leaders in‑store, their impact runs deep. This retailer has created a strong, positive culture within their team, one where people feel supported, motivated, and proud to be part of something bigger. And let’s not forget the numbers. Delivering significant sales growth while keeping customers, people, and culture at the heart of everything they do is no small feat.

What truly set our champion apart was their passion for the industry. The judges saw a genuine enthusiasm that is both infectious and inspiring. It’s the kind of energy that lifts standards across the board.

The judges also outlined how highly this manager values building strong staff relationships, with a clear focus on team development and putting the customer first.

(L-R) Kevin Fell, SuperValu Thomastown, is presented with the Supreme Champion award by Paula Feehan, Bank of Ireland

Award Sponsored

by Bank of Ireland

www.shelflife.ie | ShelfLife June 2026

38 SOCIAL DIARY In association with

A night of style and celebration at this year’s GMAs Ireland’s grocery retail industry gathered at Dublin’s Royal Marine Hotel last night, Wednesday 13 May for the 2026 ShelfLife Grocery Management Awards (GMAs), recognising individual management excellence

in the sector.

With almost 320 guests in attendance 21 awards were presented, honouring the best in the many departments that make up local convenience stores and supermarkets.

Emceed by Shay Byrne of RTÉ Radio One’s Rising Time, the prestigious, independently judged awards ceremony is supported by platinum sponsor Bank of Ireland and carried out in association with Excel Recruitment. n

(L-R) Nicole Cummins and Dylan Lynch McMorrow, Centra Maugherboy

(L-R) Rachel Gallagher and Sara Doherty, Mace Kilmacrennan

(L-R) Steve Martin and Colm Rooney, Shopper Intelligence

(L-R) Carley Dennan and Lauren Walsh, Donnybrook Fair

(L-R) Paula Feehan, Bank of Ireland and John McDonald, ShelfLife

(L-R) Gabriel Leahy and Mary Whelton, Scally’s SuperValu Clonakilty

(L-R) Breda Cahill and Beth Dunne, Frank & Honest Café, Cahill’s Centra Marley Park

(L-R) Michelle and Anthony O’Brien, O’Briens Service Station, Bishopstown, Co. Cork

(L-R) Agris Rubulevs and Maria Murtagh, Musgrave

ShelfLife June 2026 | www.shelflife.ie

NEWS 39

Dunnes holds steady as Ireland’s top grocery Summer categories got a boost from the May bank holiday, with shoppers spending an additional €2.5 million on ice creams and sorbets, while sparkling wine and champagne sales rose €408,000 on the previous month Over the latest 12 weeks, Dunnes holds 23.8% grocery market share, with sales growth of 4.3% year on year, according to the latest data from Worldpanel by Numerator.

Dunnes shoppers visited more often, with trips up 2.6% versus last year, contributing an additional €22.3 million to overall performance.

Tesco holds 23.7% of the market, with year‑on‑year value growth of 6.1%. New shoppers to Tesco stores contributed an additional €12 million to overall performance.

SuperValu holds 19.6% and grew its share by 0.2 percentage points on the previous 12 weeks. It leads all major retailers on trip frequency, averaging 24.5 visits over the latest 12 weeks.

New shopper arrivals contributed an additional €18.6 million to performance, the research shows.

Lidl grew its market share to 14.8%, up 0.4 percentage points versus the last period, reaching a new share record for the retailer over the latest 12 weeks. Value growth for the retailer was 11.7%.

Increased volume per trip and new shoppers contributed a combined €47 million.

Aldi grew its share by 0.1 percentage points to 11% market share. New shopper arrivals drove an additional €9.7 million in sales.

Dunnes holds 23.8% grocery market share, with sales growth of 4.3% year on year

Take-home grocery sales Take‑home grocery sales in Ireland increased by 2.8% over the four weeks to 17 May 2026 compared to the same period last year.

Pressure on shoppers eased, with like‑for‑ like grocery prices up 5.5%, marking the slowest rate of increase since July 2025.

Shoppers made fewer trips to stores this period, averaging 22.8 visits – one fewer than the previous month. This coincides with the start of summer holiday season, which typically sees shoppers spend more time outdoors making the most of the longer days.

Branded goods were the standout performer, growing 9.4% in value and adding €159 million this period, with value share just

An update on inflation Grocery price inflation stands at 5.51% compared to the same 12‑week period last year.

Total Take Home Grocery Consumer Spread

12 weeks to 18-05-2025

12 weeks to 17-05-2026

Change YoY

Total Market

100.0%

100.0%

4.2%

Total Multiples*

93.0%

92.9%

4.0%

Dunnes

23.8%

23.8%

4.3%

Tesco

23.3%

23.7%

6.1%

SuperValu

20.4%

19.6%

-0.1%

Lidl

13.8%

14.8%

11.7%

Aldi

11.7%

11.0%

-2.3%

Other Outlets**

7.0%

7.1%

5.6%

*This figure is based on over 30,000 identical products compared year‑on‑year in the proportions purchased by Irish shoppers and therefore represents the most authoritative figure currently available. It is a ‘pure’ inflation measure in that shopping behaviour is held constant between the two comparison periods – shoppers are likely to achieve a lower personal inflation rate if they trade down or seek out more offers.

under 50%. Own label grew more modestly at 2.7%, adding €46.6 million.

Premium ranges also held their own, up 3.4% in value and leading all ranges on pack growth at 6.6%.

May bank holiday Summer food and drink categories benefited from the bank holiday weekend, with shoppers spending an additional €2.5 million on ice creams and sorbets, table sauces up €700,000 and antipasti growing in value spend on the previous four weeks by €121,000.

Sparkling wine and champagne also got a lift in sales on last month, increasing by €408,000.

Commenting on the latest figures, Eimear Faughnan, head of Retail at Worldpanel by Numerator (Ireland), said: “Irish shoppers stocked up in anticipation of the sun appearing and bought across key summer categories as they got in the mood for the first summer bank holiday.

“Suncare was a clear signal of that, with purchase frequency up 6.9% on the previous month and an additional 308,000 packs purchased.”

Online channel growth Online sales rose 16.8% year on year, with the channel now contributing almost €253 million to the take‑home grocery market over the 12‑week period.

New shoppers contributed over €25 million to the channel.

The highest value growth over the latest 12 weeks came from families with older children turning to the channel to fit around their busy lives, with an increase of €22 million compared to a year ago. n

www.shelflife.ie | ShelfLife June 2026

A new name for the next chapter of Kerry Dairy Ireland.

Deep roots Bold moves Discover more at Kinisla.com

42 TESCO CONFERENCE FEATURE

‘We recognise that value is one of the most important factors for customers’ The Tesco Ireland Supplier conference was recently held in Co. Meath

Joe Manning, Commercial Director, Tesco Ireland addressing the attendees at the Tesco Supplier Conference 2026

Tesco Ireland recently held its Supplier Conference 2025 in Co. Meath, which was hosted by Joe Manning, Commercial Director, Tesco Ireland.

The event was attended by over 700 Tesco suppliers from across Ireland as well as key members of the retailer’s management and buying teams. The day offered networking opportunities, panel discussions insights from the Tesco team into commercial priorities across categories as well as the much‑ anticipated Supplier of the Year Awards.

In his role with Tesco Ireland, Manning is responsible for ensuring the integrated commercial success of the business in Ireland.

He joined Tesco in 2014 as Ambient Category Director, championing Irish suppliers and in 2017 he took on the Fresh Category Director role, where he made sourcing locally produced food a priority.

Manning was then appointed Commercial Director in 2018. In addition to the Commercial strategy, he oversees Sourcing and Food Waste elements of Tesco’s ESG strategy, supplier relationships and its support of Irish agribusiness. Tesco Ireland is known in

ShelfLife June 2026 | www.shelflife.ie

the retail sector for championing Irish suppliers, prioritising locally sourced products and supporting the growth of homegrown businesses through long‑term partnerships and investment in the Irish agri‑ food sector. Manning talks to ShelfLife about the success and highlights of his year’s Tesco Supplier Conference 2026.

Q: Growing together was the theme of this year’s Tesco Supplier Conference. What does growth look like for Tesco Ireland in 2026, and what are the key drivers behind that ambition?

A: Being relentlessly focused on the customer and understanding what they both want and need is the most important way in which Tesco and our suppliers can grow together, and this was a core theme running through this year’s conference. By investing in value, quality and service, and bringing more of Tesco to more customers, we enable our business to grow and our suppliers to scale. Our expanding store network across Ireland along with our market‑leading online grocery shopping reach is bringing more customers to Tesco and the investment we’re

making in our stores and the innovative, high‑quality ranges we’re stocking keeps them shopping with us. These priorities position Tesco to remain a trusted, competitive, and community‑rooted retailer for the long term.

Q: Value continues to be a major priority for shoppers. How are initiatives such as Clubcard Prices and Aldi Price Match helping Tesco deliver value while maintaining customer loyalty in an increasingly competitive market?

A: We recognise that value is one of the most important factors for customers, and they are looking for help with keeping the costs of their weekly shop at a more affordable level when they continue to be under broader inflationary pressure with their bills. The powerful combination of Clubcard Prices and Aldi Price Match allows Tesco to offer affordable value in the market, rewarding the loyalty of our Clubcard customers whilst also offering price reassurance on the everyday products customer buy most often.

TESCO CONFERENCE FEATURE 43

Q: Can you tell us more about your current food ambassadors, Marcus O’Laoire, Eunice Power and Dr. Aisling Farrell and how they support Tesco’s food credentials?

A: Our three Tesco food ambassadors, or our ‘Foodies’ are Marcus O’Laoire, Eunice Power, and Dr Aisling Farrell, and they play a central role in strengthening our food credentials and bringing our “It’s not a little thing. It’s everything.” platform to life for Irish shoppers.

Each ambassador contributes a distinct expertise that helps us elevate our authority in food, while reinforcing our commitment to Irish quality and provenance. Marcus brings fresh, modern food inspiration that helps customers see the fun and creativity behind our ranges.

Eunice champions Irish produce and seasonality, reinforcing our relationships with local suppliers, while Dr Aisling adds trusted nutrition expertise, ensuring healthier choices and wellbeing stay central to the food offer.

Q: How are initiatives such as the Blas na hÉireann award winners helping to showcase the quality and diversity of Irish food producers?

A: We are incredibly passionate about the food we sell in our stores, particularly the Tesco own label ranges we create with our local Irish suppliers. The Blás na hÉireann awards spotlight the quality of Irish food, and the depth of talent within Ireland’s producer community. By bringing these award winners onto shelves nationwide, Tesco helps customers discover exceptional local products they might not otherwise encounter, while giving small and emerging producers a scale of visibility that’s hard to achieve alone. We were incredibly proud to win 84 Blás awards last year for our own‑label ranges, with our branded suppliers winning many, many more awards too.

Q: This year marks the beginning of a new chapter as Tesco Ireland steps in as Street Feast’s partner for the next three years. By working together, Tesco can help to support more neighbourhood gatherings across Ireland this summer. Can you tell me more about this partnership?

Panellists discussion at the Tesco Ireland Supplier Conference

A: We are excited to have signed a three‑year partnership with Street Feast, a much‑loved neighbourhood‑gathering initiative. For us as a retailer, the partnership reinforces our commitment to building stronger, more connected communities, not just through stores, but through shared food experiences that bring neighbours together. Working together this year we supported Street Feast to grow to support more than 1,400 Street Feast events across Ireland at the end of May, bringing thousands of people together through food.

“By investing in value, quality and service, and bringing more of Tesco to more customers, we enable our business to grow and our suppliers to scale.”

Q: Highlighting your continued commitment to Irish exports, in March this year Tesco Ireland announced a ¤10 million fund in new contract wins for four Irish suppliers into your UK and Central European (CE) businesses, with Irish food now stocked in hundreds of Tesco stores across the United Kingdom, Czechia, Hungary, and Slovakia. Can you tell me about how this growth for Folláin, Keohane Seafoods, Killowen Farm and Bandon Vale (all of whom produce premium products for Tesco own brand) is supporting suppliers to scale sustainably and helping to support local employment across Ireland?

A: Ireland is known the world over for its world class produce, and we are proud of the strong partnerships we have with more than 500 Irish food and drink suppliers, with many of those relationships spanning more than 30 years. As the world’s biggest retail buyer of Irish food and drink, we’re proud to champion Irish products to consumers at home and overseas.

We are delighted to see some of these well‑ known brands expand into markets overseas, with their success abroad driven by a combination of quality, innovation and a growing appetite among UK and Central European customers for Irish food. Their success reflects the strength of Ireland’s food industry and our shared ambition to help Irish producers grow confidently in international markets.

Q: Tesco’s leadership in climate action and sustainability was also highlighted at the conference. How are you working with suppliers to drive progress on shared sustainability goals, and what are the key priorities for Tesco Ireland on the environmental agenda over the next 12 months?

Attendees enjoying the Tesco Ireland Supplier Conference

A: Climate change is a global challenge with far reaching implications for our business, supply chain, colleagues, and customers.

Together with environmental sustainability, it is recognised as a principal risk to our organisation, which is why reducing climate emissions is one of our core ambitions. >>

www.shelflife.ie | ShelfLife June 2026

44 TESCO CONFERENCE FEATURE

Tesco Ireland named No. 1 Supplier of Choice for 10th consecutive year Tesco Ireland has been named Supplier of Choice for the tenth year in a row, following independent feedback from more than 400 suppliers in the Advantage Group Voice of Supplier Ireland 2025 programme.

Snap happy at the Tesco Ireland Supplier Conference

>> We work closely with our suppliers to support them in setting their own climate targets and net zero ambitions; maintain high sourcing standards; measure and reduce food waste in their operations; and adopt more circular packaging solutions.

Q: Looking ahead, what are the biggest opportunities for growth within the Irish grocery sector, and where do you see Tesco Ireland leading the way over the coming year?

A: Changing shopper expectations, a continued focus on value, and more digital convenience are three areas front of mind for Tesco as one of Ireland’s leading retailers. We will continue to invest in keeping prices competitive for our customers, expanding and improving our online and rapid‑delivery services, while further strengthening our own‑brand ranges to meet evolving customer needs. Partnerships like the one with Street Feast, ongoing support for local producers, and supporting customers where they live through vehicle such as the Community Fund will help us to deliver social impact alongside commercial growth.

The annual benchmarking study evaluates Ireland’s leading grocery, discount, forecourt and wholesale operators across key areas of commercial and operational performance.

Tesco Ireland once again achieved the highest overall ranking, reflecting a decade of consistent leadership and strong supplier partnerships.

Suppliers rated Tesco Ireland best in class across several critical areas, highlighting the strength and consistency of its operations.

They praised the retailer’s capable and accessible teams, noting a highly collaborative approach to joint business planning. The retailer’s supply chain was recognised for its trusted consistency, transparency and confidence in service, forecasting and delivery.

Suppliers also commended the company’s retail execution, citing its ability to deliver agreed plans in store, protect investment and drive shared growth. In addition, Tesco Ireland was acknowledged as market‑leading in retail media and e‑commerce, reflecting strong digital capability and activation.

Commenting on the achievement, Andrew Johnston, managing director, Advantage Group UK & Ireland, said: “Reaching the No. 1 position for ten consecutive years is an exceptional accomplishment. It reflects Tesco Ireland’s unwavering commitment to partnership, consistency and performance.

In a fiercely competitive market, suppliers

continue to recognise Tesco Ireland as a trusted, collaborative and forward thinking customer.”

Joe Manning, commercial director, Tesco Ireland, added: “We are incredibly proud to be recognised by our suppliers for the tenth year running. This award is a testament to the strength of our relationships, the dedication of our colleagues and our shared ambition to deliver for customers. We remain committed to building even stronger partnerships and driving sustainable, mutual growth across the industry.” n

Joe Manning, Commercial Director with Hayley Claasens, Client Service Director, Advantage Group

Tesco Supplier Conference Award Winners 2026 Award Categories 2026

Winners

Fresh Supplier of the Year

SuperFlora

Love Irish Food Supplier of the Year

Folláin

Packaged Supplier of the Year

Britvic

Non-Food Supplier of the Year

Henkel

New Product Launch

Mars, and North South Retail

Convenience Supplier of the Year

Heineken

Retail Media Activation

Keelings

Overall Supplier of the Year

PepsiCo Walkers

ShelfLife June 2026 | www.shelflife.ie

In-store Online Click+Collect

46 TESCO CONFERENCE FEATURE

PepsiCo Snacks wins Tesco Overall Supplier of the Year Winning Tesco’s Overall Supplier of the Year is a milestone achievement for PepsiCo Snacks team, and a recognition it is immensely proud of. More than an award, it reflects the strength, ambition, and consumer first mindset that defines its partnership with one of Ireland’s most influential retailers.

At the core of this success is a shared commitment to understanding and serving shoppers better. Together, PepsiCo and Tesco have built a relationship grounded in trust, insight, and collaboration ‑ one that consistently pushes boundaries to elevate the customer experience across every touchpoint.

This partnership has enabled it to deliver insight led innovation and exceptional execution, seamlessly connecting in store theatre with high impact out of store activation. Campaigns such as Stranger Things, Cheetos, and the FIFA World Cup brought its brands to life in bold, engaging ways ‑ from standout displays to Ireland’s first national branded delivery van campaign, extending visibility far beyond the store.

Through joint business planning, data driven

PepsiCo snacks range PepsiCo snacks range

decision making, and aligned objectives, PepsiCo Snacks and Tesco continue to unlock incremental value and drive sustainable category growth. Its collaboration ensures it remains focused on what matters most: delivering meaningful experiences for consumers and creating long term value for

the retail environment.

This award ultimately reinforces PepsiCo’s position as a trusted, forward thinking partner — one that combines creativity, executional excellence, and commercial discipline to deliver for shoppers, for Tesco, and for the future of the categories it jointly leads.

trü frü has been awarded Tesco Ireland’s Best New Product Launch of the Year 2026 trü frü products

trü frü, the premium frozen chocolate‑covered fruit brand, has been awarded Tesco Ireland’s Best New Product Launch of the Year 2026, recognising its standout performance and exceptional popularity among Irish shoppers.

The award highlights the growing demand for innovative, indulgent snacking options and cements trü frü’s position as a breakout success within the frozen category. Since launching in Ireland, the brand has quickly built a loyal following, driven by its unique combination of real fruit and high‑quality chocolate.

This recognition reflects strong shopper engagement and repeat purchases, with consumers embracing trüfrü as a go‑to treat that delivers both quality and excitement.

Siobhan McAuley, Health and Wellness Irish Marketing Lead, comments: “We’re incredibly proud to receive Tesco Ireland’s Best New Product of the Year 2026. This award is a testament to the response we’ve seen from shoppers across Ireland and to the strength of our partnership with NSR and Tesco. trü frü is truly a special brand that brings something new and different to the category, and it’s amazing to see that resonate so strongly”.

Available in Tesco stores nationwide, trü frü offers a range of frozen fruit snacks, coated in layers of premium chocolate for a distinctive taste and texture experience.

ShelfLife June 2026 | www.shelflife.ie

The team at trü frü picking up their Best New Product Launch of the Year 2026 award

48 TESCO CONFERENCE FEATURE

Heineken Ireland celebrates Tesco success Heineken Ireland has been awarded the Convenience Supplier of the Year 2026 by Tesco Ireland. Winning this award reflects the strength of its ongoing collaboration with Tesco and its performance within one of retail’s most competitive and demanding channels. It truly values the relationships and ways of working it has collectively established, a collaborative partnership focused on value, insight, and execution.

This award reflects the strength of this partnership, built across commercial, marketing, supply chain, and field sales, with its teams working together, innovating, and utilising insights, to expand the category and enhance the shopper experience.

Shopper trends continue to evolve at a pace, and its customer‑first mindset at Heineken Ireland ensures it considers and delivers the right range, formats, and in‑store activation to best meet shoppers’ convenience needs. Through working closely with its Tesco partners, including Liliana Caruto, Layla Egan, Kern Kinnear, and Ciaran Dorney, it has been able to effectively deliver strong product availability, impactful merchandising, and standout activation in‑store across key trading periods, the length and breadth of the country.

As the convenience channel continues to grow, this recognition provides a strong platform for the future, and we look forward to many more years of collaboration with Tesco Ireland and collectively leading the category forward.

Many thanks for awarding Heineken Ireland the Convenience Supplier of the Year 2026 award.

The team at Heineken Ireland

Henkel celebrates Tesco award recognition Henkel extends its heartfelt thanks and appreciation for the recent award it was honoured to receive from Tesco.

Being recognised alongside such a valued partner makes this achievement particularly meaningful for the team.

This award reflects far more than a single milestone—it highlights the strength of its relationship, the trust it has built, and the shared commitment to delivering exceptional outcomes.

It is especially grateful for the spirit of collaboration that defines its relationship. By working closely as one team with both Sarah, Michael & Ruth, it has been able to overcome challenges, seize new opportunities, and deliver results that exceed expectations.

It is this shared ambition and mutual respect that truly sets its partnership apart.

It views this recognition not only as a celebration of what has been achieved but also as a foundation for what lies ahead.

The team at Henkel receiving their award from Tesco

ShelfLife June 2026 | www.shelflife.ie

LEMON ELDERFLOWER

NECTARINE JUNIPER

50 TESCO CONFERENCE FEATURE

SuperFlora named Tesco’s Best Produce Supplier SuperFlora are truly honoured to receive the Best Produce Supplier Award. This recognition means a great deal to its entire team and reflects the dedication, passion, and hard work that goes into everything we do every day.

For SuperFlora this award is about much more than supplying bouquets. It represents the strong partnership we have built with Tesco over the years. The team highly values the trust they place in SuperFlora and appreciate the open communication, collaboration, and shared commitment to delivering the best possible experience for shoppers.

At the heart of its business is a simple goal: to provide beautiful, fresh bouquets while maintaining the highest possible service level. From sourcing and production to logistics and store support, its teams work closely together to ensure consistency, quality, and reliability every step of the way. It continuously looks for ways to improve, innovate, and respond quickly to the needs of the consumer.

Winning this award is especially meaningful because it recognises not only the quality of SuperFlora’s products but also its commitment to service. It motivates its teams to keep raising the bar and to continue delivering value every day.

SuperFlora would like to thank Tesco for their confidence and support, as well as its employees, growers, and other partners in its supply chain whose dedication makes achievements like this possible.

SuperFlora look forward to continuing our successful collaboration for many years to come.

The team at SuperFlora collecting their award at the conference

Keelings wins Tesco Retail Media award Keelings took home the ‘Retail Media Activation of the year 2026’ award at the Tesco Supplier Conference in April. This award recognised how shopper insight was brought to life through strong in‑store retail media execution paired with impactful creative. The creative proved successful in engaging consumers at the point of sale through the eye‑catching visuals while reinforcing the quality and freshness that Keelings are known for.

The effectiveness of the in‑store point of sale is a testament to the strong collaboration between Tesco, Dunnhumby, Keelings, THINKHOUSE & Horizon.

The Berry Beds have been successful in amplifying the Keelings promotion in Tesco by bringing consumers that much sought‑ after in‑store theatre to enhance their shopping experience. Keelings look forward to continuing to work with Tesco in further driving shopper’s instore experience in 2026 and beyond.

(L-R) Robert Williams, Carly Harty, Lynne Sweetman are presented with the ‘Retail Media Activation of the Year 2026’ award by Jeo Manning, commercial director, Tesco Ireland

ShelfLife June 2026 | www.shelflife.ie

TESCO CONFERENCE FEATURE

Britvic Ireland announced as the “Packaged Supplier of the Year” with Tesco Ireland

Britvic Ireland was named Tesco Ireland’s “Packaged Supplier of the Year” at the 2026 Tesco Ireland Supplier Conference

Britvic Ireland is honoured to be named Tesco Ireland’s “Packaged Supplier of the Year” at the 2026 Tesco Ireland Supplier Conference. This award matters because it reflects the strength of the partnership behind the scenes, with joined‑up teams working together to deliver consistently for Tesco customers and dárive real category Ballygowan performance.

Over the past year, its dedicated team have worked closely with Tesco to deliver tangible results for shoppers. A key milestone was the relaying of the water aisle in February and March, led by Ballygowan, which helped drive category growth throughout the financial year. We also brought fresh innovation to soft drinks with the launch of 7UP Pink and introduced a new seasonal format at Christmas with a 32‑pack can option to meet evolving shopper needs and occasions.

It paired product innovation with strong execution across key moments, including the 7UP St Patrick’s Day Gold Can, Pepsi UEFA Champions League activity, and MiWadi FAI campaigns. It delivered engaging, high‑impact activities during key trading periods, strengthening visibility and consumer connection.

At the core of this achievement is the strength of its partnership. By bringing together demand planning, category management, and commercial teams, it has been been able to fully leverage Tesco’s capabilities and deliver stronger outcomes. At Britvic Ireland, it remains committed to maintaining exceptional service levels. This award is a proud moment for its entire team and reflects the continued progress it’s making alongside its partners at Tesco. n

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INTERVIEW

Kerry Dairy Ireland rebrands as Kinisla, unveils €300m investment programme

Kerry Dairy Ireland, unveils its new corporate identity under the name Kinisla, marking its next phase of growth. Tim Gault, commercial director, consumer foods, Kinisla talks to Donna Ahern about the progress to date Kinisla is entering what it describes as its next phase of growth, backed by a €300 million investment programme, a renewed brand identity and a continued focus on innovation across its consumer foods portfolio. At the centre of that strategy is the company’s commitment to strengthening manufacturing, expanding sustainability initiatives and growing established brands such as Dairygold, Charleville and Strings & Things.

As part of its long-term growth strategy, the business is launching a €300 million, five-year investment plan across its Consumer Foods and Nutritional Ingredients business divisions.

The move will see the creation of more than 100 new roles across central functions, innovation and commercial

ShelfLife June 2026 | www.shelflife.ie

operations over the next 12 to 24 months.

The investment will fuel growth by supporting manufacturing innovation, operational scale and sustainability initiatives aimed at reducing Scope 1 and Scope 2 emissions.

The rebrand follows a landmark year for the business, after Kerry Co-Operative Creameries acquired a 70% shareholding in Kerry Dairy Ireland in 2025.

This marks the beginning of its transition towards a fully farmer-owned co-operative model by 2035 and reinforcing Kinisla’s commitment to supporting farmers and securing the future of high-quality Irish grass-fed dairy.

Tim Gault, commercial director, consumer foods, talks to ShelfLife about his career journey, the changing dynamics of

the dairy industry and how Kinisla is positioning itself for future growth.

Career built progressively Gault’s career in the dairy sector spans more than 30 years, beginning with Kerry Group’s graduate programme.

“My career started over 30 years ago on the Kerry Group graduate programme. Over that time, I’ve always embraced new opportunities with an appetite to develop and improve the business and myself personally,” he states.

This has led me through a number of commercial management roles, within the Kerry and now Kinisla

INTERVIEW

Tim Gault, commercial director, consumer foods, Kinisla business to my current role.”

Gault says his willingness to embrace new opportunities throughout his career helped shape his progression into senior commercial leadership.

Industry change continues Reflecting on the evolution of the sector, Gault points to consolidation among dairy co-operatives and increased market volatility as two of the most significant developments he has witnessed.

“In the Island of Ireland, the biggest change I’ve seen over that time, has probably been the consolidation of dairy cooperatives from then to where we are today. In the past 10-15 years, however, the dairy industry in Ireland and further afield has experienced much greater levels of price volatility mainly due to global factors. These significant changes have meant that it is important as a leader to continually assess our competitive points of difference adapting as required to the changing market conditions so that we are set up for success.”

According to Gault, the changing landscape has reinforced the importance of remaining agile and responsive to evolving market conditions.

Investment driving growth A major component of Kinisla’s future strategy is its €300 million investment programme, which Gault says is designed to support the company’s growth ambitions over the next five years.

“The investment is a five-year programme designed to support our growth ambitions for the business,“ he says.

These centre around driving our iconic Irish brands such as Dairygold, Charleville and Easisingles while continuing to grow our category leading cheese snacking Masterbrand, Strings & Things. Strings & Things growth is anticipated to come from Cheestrings as we continue expansion into the food to go sector and through innovation such as Munch Mix. The investment will strengthen manufacturing, innovation, operational scale and sustainability initiatives, helping to drive significant job creation across the business.

It marks the next phase of growth for Kinisla as it continues to make bold moves across its consumer foods portfolio.”

Gault says the investment will help strengthen manufacturing capabilities, drive innovation and support continued growth across the company’s leading brands.

Farmer ownership journey

Jobs supporting expansion

As Kinisla moves toward full farmer ownership by 2035, Gault says commercial decisions will continue to be guided by the interests of the company’s stakeholders.

“Commercial decisions are always made with the best interests of our stakeholders in mind, and this has continued as we have transitioned into a majority farmer owned enterprise and will continue as we move toward full farmer ownership in the future,” he notes.

“Kinisla’s investment will support the continued expansion of the company’s Evolve RegenDairy programme, its on-farm sustainability initiative designed to accelerate the adoption of regenerative agriculture practices and support the long-term environmental, social and economic sustainability of dairy farming.”

He says the company’s sustainability initiatives will remain closely aligned with supporting farmers and ensuring the long-term viability of dairy farming.

The investment programme is also expected to create more than 100 new roles across the business over the next 12 to 24 months.

He says:“The investment will fuel support manufacturing innovation, operational scale and sustainability initiatives aimed at reducing Scope 1 and Scope 2 emissions, while creating new roles across central functions, innovation and commercial operations.”

According to Gault, these new positions will support growth initiatives while helping the company advance its sustainability and operational objectives.

Dairy, as a natural source of goodness, is well placed to answer both and we’ll continue to innovate and elevate our dairy products in order to meet those needs.

Heritage meets ambition The recent rebrand to Kinisla reflects both the company’s heritage and its future aspirations.

“It marks the next phase of growth for Kinisla as we continue to make bold moves across the consumer foods portfolio,” Gault highlights.

For example, Strings & Things’ hero product, Cheestrings, is celebrating 30 years as a staple in lunchboxes this year and we have maintained this enviable position on shopping lists by consistently evolving with our consumers.

With the rebrand we are putting our own people at the heart of what we do, while also remaining laser-focused on ever-changing consumer needs.”

Gault says the rebrand places people at the centre of the business while reinforcing its commitment to meeting changing consumer expectations.

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Snacking demand rising Consumer demand for nutritious and convenient products is continuing to shape Kinisla’s innovation strategy.

“We know that consumers are increasingly looking for natural goodness and higher protein form their everyday food purchases.

“Dairy, as a natural source of goodness, is well placed to answer both and we’ll continue to innovate and elevate our dairy products in order to meet those needs,” he adds.

Gault says dairy products are well positioned to meet growing consumer demand for both natural nutrition and higher-protein food options.

Innovation pipeline evolving While remaining tight-lipped about future launches, Gault points to recent innovations as examples of the company’s ongoing product development efforts.

“I can’t give the game away about future launches, but we are hugely proud of our recent innovations and the reception they have received for example, Charleville. Our high protein cheese, last year and Strings & Things Munch Mix launch earlier this year are both examples of our ever-evolving pipeline that helps drive the protein and snacking categories forward by tapping into consumer need.”

He says recent product launches demonstrate how the company is responding to consumer trends while continuing to grow key categories.

Future growth focus Looking ahead, he remains optimistic about the opportunities within both cheese snacking and the wider dairy sector.

“Cheese snacking is absolutely thriving, and this investment will help us continue leading the evolution of the category through bold innovation and deep-rooted consumer understanding,” Gault concludes.

Also, with Butter and Spreads, which is a €234 million category growing at +8.9%, our focus will be on brands such as Dairygold, Ireland’s No.1 dairy spread.”

As Kinisla continues to invest in manufacturing, innovation, sustainability and its people, Gault says the business is well positioned to build on its heritage while pursuing ambitious growth plans across its consumer foods portfolio. n

www.shelflife.ie | ShelfLife June 2026

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Healthy Ready Meals

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54 CATEGORY FOCUS Healthy Ready Meals

Ready, steady, eat!

Ryan Brennan reports on the trends driving healthy ready meals, including high-protein offerings, plant-based innovation and convenient nutrition solutions

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onsumers today expect convenience without compromise, and the healthy ready meals category is rising to meet that demand. From plant‑based dishes to high‑protein and calorie‑conscious options, these meals are reshaping perceptions of convenience food. Healthy ready meals are benefiting from growing consumer demand for products that fit into increasingly busy lifestyles while supporting health and wellness goals.

Today’s shoppers are looking beyond traditional convenience foods, seeking options that deliver balanced nutrition, quality ingredients and clear on‑pack health credentials. This has driven innovation across the category, with manufacturers introducing meals that cater to a wide range of dietary preferences, including high‑protein, low‑ calorie, vegetarian and plant‑based options. The market opportunity remains significant, with Statista forecasting that Ireland’s ready‑to‑eat meals market will reach approximately €480 million by 2029. As consumers continue to prioritise both convenience and wellbeing, retailers have a valuable opportunity to grow sales by stocking a diverse range of healthy ready meal solutions that meet evolving shopper expectations.

Clean Cut Meals partners with Gaelic Players Association and the GAA as Irish adults struggle to find time for meal planning Clean Cut Meals and the Gaelic Players Association (GPA), and the GAA recently announced a three‑year partnership as new research reveals that over half of Irish adults struggle daily with meal planning, while 95% eat the same lunch multiple times each week.

The findings also show that the challenge extends to elite sport, with 74% of intercounty players citing lack of time as the biggest barrier to eating well.

Founded in Galway, Clean Cut Meals becomes the Official GAA/GPA Ready Meals Partner and will continue to support busy lifestyles across Ireland with its convenient, high‑quality, nutritious ready‑to‑heat meals available in SuperValu and Centra stores nationwide.

Key research findings show: • 74% of intercounty players say lack of time is the biggest barrier to eating well.

• 57% of adults struggle to decide what to eat for lunch daily or most days.

• Over 80% of intercounty players eat ready‑ to‑heat meals as part of their diet.

ShelfLife June 2026 | www.shelflife.ie

• One in three adults decides on lunch on the spot with no planning.

The findings highlight that while both athletes and the public recognise the importance of eating well, time constraints are making it increasingly difficult to follow through. As a result, many players are turning to convenient options and demanding high standards in terms of nutrition and ingredient quality.

Clean Cut Meals offers chef‑prepared, high‑ protein meals made with natural ingredients, providing a trusted and convenient solution without compromising on taste or nutritional value.

Commenting on the partnership, Clean Cut Meals co‑founder Micheál Dyer said: “We’re delighted to come on board with the GAA/ GPA as the Official Ready Meals Partner. We’re extremely proud to be a Guaranteed Irish company and of our connection to Gaelic Games.

“This research shows that many people are under real‑time pressure when it comes to food. Even when you know what you should be eating, it’s not always easy to put that into practice.

“At Clean Cut Meals, we focus on providing tasty, nutritionally balanced meals that are high in protein and made with quality ingredients. Crucially, they’re designed for

busy lives, giving people confidence in what they’re eating, without adding complexity to their day.”

Clean Cut Meals becomes the Official GAA/ GPA Ready Meals Partner and will continue to support busy lifestyles across Ireland

Healthy Ready Meals CATEGORY FOCUS

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Fiid champions healthy ready meal revolution

Fit Foods, Ireland’s number one ready meal brand, has introduced a new range of ‘Mini Meals’, now available exclusively in larger Tesco stores and online at Tesco. ie. Protein‑packed and fibre‑filled, these meals are mini but mighty, designed with busy, modern lifestyles in mind.

Consumer consumption behaviours are constantly evolving, with ‘snackification’ and ‘fibremaxxing’ steadily on the rise. Rather than traditional sit‑down meals, today’s consumers are embracing smaller, more frequent eating occasions and seeking more functional, fibre‑ rich foods that support gut health and energy levels, while leaving you feeling fuller for longer.

Fit Foods Mini Meals have been created with these growing consumer demands in mind ‑ combining protein and fibre in perfectly portioned mini meals to create balanced, convenient, low‑calorie options for busy young professionals, fitness enthusiasts, and families alike.

As an Irish family‑run business, Fit Foods proudly make all of its products in a state‑of‑ the‑art facility in Co. Monaghan, and the new 250g–280g Mini Meals range now offers

Fiid range

kind of depth you’d expect from a home‑cooked dish, fiid spans a versatile range of flavours and formats that work equally well as a standalone lunch, a speedy dinner or a base to build on. Crucially, as an ambient product, fiid lives in the cupboard, no planning required, no defrosting, no short shelf life. It’s simply there when you need it.

five delicious dishes available exclusively at Tesco: • Beef & Mash with Pepper Sauce ‑ 250g ‑ 23g protein, 8.4g fibre.

• Spinach & Ricotta Cannelloni ‑ 250g ‑ 13g protein, 11.2g fibre.

• Pasta Bolognese ‑ 250g – 23g protein, 10.9g fibre.

• Chicken Pesto Pasta ‑ 280g ‑ 23g protein, 9.8g fibre.

• Parmigiana Chicken with Garlic Potatoes ‑ 280g ‑ 20g protein, 9.1g fibre.

Available on Clubcard, priced at 2 for €7 (RRP €3.89 each).

Jamie Griffin, senior buyer ‑ Chilled Prepared & Frozen Foods, Tesco Ireland, said: “At Tesco, we’re always looking to bring products to shoppers that will help make their everyday lives just that little bit easier ‑ convenient, high‑quality, healthier food options that fit into busy lifestyles without compromising on flavour or nutritional value. We’re delighted to support another Irish

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Mini but mighty: Fit Foods launches new Mini Meals range exclusively at Tesco

Healthy Ready Meals

GPA CEO Tom Parsons said: “The Gaelic Players Association are delighted to welcome Clean Cut Meals to the table as a supporter of inter‑county players. While their financial backing will directly impact the welfare and development of GPA members, Clean Cut Meals’ expertise will also help us grow a very meaningful partnership, given that nutrition is a central element of elite sporting performance.”

Peter McKenna, GAA commercial director, said: “Clean Cut Meals is an exciting Irish success story, and we are very pleased to welcome them as an Official GAA/GPA partner. Their focus on quality, convenience and nutrition aligns strongly with the values and needs of our players and members.”

BBQ

The ready meal has had a quiet revolution. Where once the category meant processed ingredients, excessive salt, and meals eaten apologetically, today’s healthy ready meals are a genuine reflection of how modern consumers want to eat and live.

Demand is being driven by a generation of shoppers who refuse to choose between time and quality. Busy schedules haven’t lowered their standards; if anything, they’ve raised the bar. They want meals built around natural ingredients, nutrition and real flavour — and they want them ready in minutes. The brands responding to this shift are doing something genuinely exciting: making convenience food that people are proud to eat.

Plant‑based innovation is accelerating across the aisle, with bold global flavours and restaurant‑quality textures replacing the bland, beige offerings of years past. High‑protein formats are capturing the fitness‑conscious mainstream, not just the gym bag crowd and calorie‑conscious ranges are moving away from the language of restriction, reframing portion awareness as something positive rather than punishing.

Fiid sits right at the heart of this shift: a plant‑based brand and certified B Corp, built on the belief that convenience shouldn’t mean compromise. Using simple, natural ingredients and delivering the

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family‑run business on their new venture, partnering exclusively with Fit Foods on the launch of the new Mini Meals range, perfectly portioned, protein‑ and fibre‑rich options for busy lifestyles, available in Tesco stores nationwide now.

Lauren Whelan, commercial director at Fit Foods, said: “At Fit Foods, we’re constantly looking at how people’s eating habits are evolving and making sure we’re providing the best product possible to fit in with their busy lifestyles. The new Fit Foods Mini Meals range has been carefully created to offer smaller portions of the great‑tasting meals our customers already know and love, for those who are always on the go and want a protein‑packed and fibre‑filled snack or light meal. As a proud Irish family‑run business, we’re delighted to bring this exciting new range exclusively to Tesco shoppers nationwide.”

The Fit Foods Mini Meals range is now available to purchase in larger Tesco stores nationwide and online at Tesco.ie. n

(L-R) Fit Foods Mini Meal Beef, Mash & Pepper Sauce and Spinach & Ricotta Cannelloni

www.shelflife.ie | ShelfLife June 2026

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56 CATEGORY FOCUS BBQ

Sunny spell sparks BBQ sales ShelfLife highlights the key BBQ accompaniments and premium pantry staples retailers should stock to maximise seasonal sales

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hile Irish summers remain unpredictable, BBQ culture continues to thrive whenever the weather allows. Shoppers are increasingly trading up, seeking quality ingredients and global flavour inspiration. Despite erratic summer weather this time last year, Irish shoppers spent Irish shoppers contributed an additional €57.4 million to the market’s overall performance, with take‑home value sales up 5.2% over the four weeks to 13 July 2025, according to the grocery data from Worldpanel by Numerator that was published last summer.

Despite another year of unpredictable weather, retailers should remain confident in stocking up on BBQ essentials. Ireland has consistently shown that consumer demand for outdoor cooking is driven as much by the promise of sunshine as by sustained periods of good weather. We saw this firsthand at the end of May, when warmer temperatures and brighter conditions prompted shoppers to embrace outdoor living, with many taking the

Frank’s RedHot: Kick it up a notch this BBQ season Few hot sauce brands have made the jump into the mainstream as successfully as Frank’s RedHot. While many products in the category compete on heat, Frank’s has built its reputation on something different: flavour.

That approach has helped make the brand a favourite with consumers looking to add excitement to meals without overwhelming them.

Frank’s RedHot Sticky & Sweet

Frank’s RedHot Spicy Mayo

Frank’s RedHot Tangy BBQ

ShelfLife June 2026 | www.shelflife.ie

opportunity to fire up the barbecue, entertain friends and family, and make the most of the sunshine.

Importantly, forecasts suggest we can expect further spells of warm weather later in the summer. Experience shows that consumers don’t wait for weeks of guaranteed sunshine before purchasing BBQ products. Instead, a favourable forecast, a sunny weekend ahead, or even a few consecutive dry days can trigger a surge in demand. When shoppers get a whiff

of good weather, they want to seize the moment, spending spontaneously on everything from charcoal and gas to disposable BBQs, outdoor dining accessories, marinades, and grilling essentials.

For retailers, this creates a valuable opportunity. Being well stocked and ready to respond to these weather‑driven spikes can make the difference between capturing incremental sales and missing out altogether.

As BBQ season gets underway, Frank’s RedHot is expanding its range with a trio of launches that build on the brand’s flavour‑first credentials.

At the heart of the portfolio remain Frank’s RedHot Original and Frank’s RedHot Buffalo.

Original delivers the signature blend of cayenne pepper flavour and heat that has made it a staple in kitchens around the world. At the same time, Buffalo continues to be the go‑to choice for creating authentic Buffalo‑style wings, burgers and chicken dishes at home.

Joining the range this summer are Frank’s RedHot Sweet & Sticky and Frank’s RedHot Tangy BBQ, available in convenient squeezy bottles.

Sweet & Sticky combines sweetness with a gentle chilli kick, making it ideal for glazing, dipping and drizzling. Tangy BBQ brings together smoky barbecue flavour and the distinctive Frank’s taste profile, offering consumers an easy way to elevate burgers, ribs, chicken and other BBQ favourites.

The latest addition to the range is Frank’s Mayo, launched in June 2026. Combining creamy mayonnaise with the flavour consumers know and love from Frank’s RedHot, it taps into growing demand for flavour‑packed condiments that work across burgers, sandwiches, wraps and sharing occasions.

For retailers, the expanded range presents an opportunity to capitalise on summer entertaining and BBQ occasions while offering shoppers more choice from a brand they already know and trust. Whether it’s Original, Buffalo, Sweet & Sticky, Tangy BBQ or the new Frank’s Mayo, the focus remains the same: delivering great flavour first.

Kick it up a Notch.

French’s Mustard – A summer essential for BBQ season Few products are as synonymous with barbecue season as mustard, and as Irish consumers make the most of longer days and outdoor dining occasions, French’s Mustard continues to be a go‑to choice for summer meals.

Whether it’s a family barbecue, a garden gathering with friends or a simple midweek meal enjoyed outdoors, French’s adds flavour to many of the foods most closely associated with the season. From burgers and hot dogs to sausages, chicken and steak, it remains a versatile condiment that complements a wide range of summer favourites.

The growing popularity of at‑home entertaining has helped cement barbecue occasions as a key feature of the summer calendar. Consumers are increasingly looking >>

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58 CATEGORY FOCUS BBQ

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BBQ

Cuisine de France brings back brioche buns

French’s Classic Yellow Mustard

>> for simple ways to elevate everyday meals, and condiments play an important role in bringing flavour and variety to the table.

French’s Classic Yellow Mustard delivers the distinctive taste that shoppers know and trust, making it a staple addition to barbecue spreads throughout the season.

For retailers, the summer season provides an ideal opportunity to highlight products that shoppers naturally associate with outdoor dining. Positioning French’s alongside barbecue essentials such as burger buns, sausages, burgers and grilling accessories can help inspire meal ideas and encourage additional purchases.

French’s Mustard is available in two convenient pack sizes – 226g and 397g – catering for everything from everyday household use to larger family gatherings and summer entertaining occasions.

As consumers stock up on barbecue staples this summer, French’s remains a trusted choice for adding flavour to seasonal favourites.

French’s Mustard – It’s a Must.

Since its debut in 1989, Cuisine de France has grown into one of Ireland’s most loved in‑store bakery brands, celebrated for its exceptional breads and pastries. Its commitment to innovation continues as it brings exciting products to consumers, season after season.

Following the strong success of our Brioche Style Bun last BBQ season, it is delighted to reintroduce it for this year’s summer grilling occasions. Its excellent quality and standout performance in a BBQ setting were warmly received by shoppers, making it a natural choice to return once again for the season ahead.

It is confident the Brioche Style Bun will Frankfurters, made from cannellini beans, pearl barley, vegetables, herbs and spices, blended with wheat protein to deliver an impressive 17g of protein per sausage.

Alongside the Frankfurters, the range includes flavour‑packed sausages such as Chipotle Salsa, Apple & Sage and Sundried Tomato & Herb, each designed to bring bold flavours and a satisfying bite to summer dining. The NoMoooo Burger has also become a customer favourite, offering a hearty burger option packed with wholesome plant‑based ingredients.

What sets Thanks Plants apart is its commitment to creating food that is both nutritious and delicious. Across the range, products are made using carefully selected

Thanks Plants fires up the BBQ season As summer arrives and barbecues return to gardens across Ireland, Thanks Plants is helping consumers put more plants on the grill without compromising on flavour, satisfaction or nutrition.

Available in Tesco, SuperValu, Dunnes and independent retailers nationwide, the Irish plant‑based brand has built a loyal following with its range of protein‑packed BBQ favourites. Leading the line‑up are the popular

Brioche Style Buns milk butter

remain a firm favourite, helping shoppers elevate their BBQ creations throughout the summer. ingredients and are naturally high in protein, making them ideal for vegans, vegetarians and the growing number of consumers looking to reduce their meat consumption.

Beyond the barbecue, the brand also offers its Everyday Roast and a range of comforting meal pots, including hearty stews, curries and dals, providing convenient, nourishing meals for busy households.

Whether it’s burgers on the grill, sausages in a bun or a quick midweek dinner, Thanks Plants is proving that plant‑based food can be colourful, flavourful and satisfying all year round.

Thanks Plants Chipotle Salsa Sausages Thanks Plants Frankfurter

Thanks Plants Nomoooo Burgers

Enjoy a greener BBQ season with Calor Patio Gas With summer in full swing, Calor is supporting outdoor living through its seasonal BBQ campaign, placing a strong spotlight on its compact 6kg patio gas cylinder‑the ideal choice for barbecues and smaller patio heaters.

Lightweight, portable, and easy to store, the 6kg cylinder is designed for convenience, making it perfect for everyday outdoor use at home or on the go.

Alongside the 6kg option, Calor also offers its larger 11kg cylinder for extended use. Both sizes are now available with a renewable fuel blend that includes 20% BioLPG, making them Ireland’s first and only renewable patio gas cylinders available to consumers.

Calor BioLPG is a certified renewable gas made from sustainably sourced vegetable oils, waste, and residue materials. As it is chemically identical to conventional LPG, it works

ShelfLife June 2026 | www.shelflife.ie

seamlessly with existing barbecues, patio heaters, and outdoor appliances‑no modifications required.

Dermot Hurley, head of Calor Cylinder Sales, said: “Our 6kg cylinder is a key part of our patio gas range, offering a practical, easy‑to‑handle solution for customers who want flexibility when cooking or entertaining outdoors. Combined with our renewable BioLPG blend, it also provides a more sustainable option, helping retailers meet growing demand for lower carbon products.”

Using the globally recognised mass balance approach, each cylinder contains 20% BioLPG and 80% conventional LPG‑delivering reduced carbon emissions without compromising performance.

Consumers can continue to enjoy summer favourites with the convenience of the compact 6kg cylinder leading the way. Learn more at Calor is supporting outdoor living through its seasonal BBQ campaign www.calorgas.ie n

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60 CATEGORY FOCUS Free From

Health is wealth Ryan Brennan reports on the key trends shaping the free-from category, from gluten-free innovation and allergen-friendly products to growing demand for clean-label options

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emand for “free from” products has never been stronger, with gluten‑free, dairy‑free, and allergen‑conscious options driving major growth across the grocery sector. Whether motivated by health needs or lifestyle choices, consumers are actively seeking flavourful alternatives that don’t compromise on taste or quality.

Free‑from products are increasingly becoming a staple of the weekly shop as consumers seek greater choice across a range of dietary requirements and lifestyle preferences. The category continues to evolve beyond its traditional role of serving those with diagnosed conditions, appealing to shoppers

Windmill Organics highlights free-from trends Gemma Williams, head of Marketing at Windmill Organics: “While the early surge in free‑from demand was driven by health concerns and medical needs, the category is now thriving on taste, quality and ethics. The demand is strong, whether it be for brands or own‑label, and especially from consumers seeking clean‑label, minimally processed food. The rise in concern around ultra‑processed foods is fuelling a shift towards organic as the ‘gold standard’ in free‑ from. And within organic, we find many consumers prefer the reassurance that brands offer them over own label, both in terms of quality and traceability.”

“Overall, I think taste remains key, as the old idea that free‑from meant bland is now long gone, and this is something both our Amisa brand really delivers on. Indulgence is also now a major trend, with shoppers expecting the same pleasure from free‑from as they do from any food. Innovation and flavour‑first experiences are essential. But that’s not enough. Consumers are increasingly label‑ savvy and environmentally aware. They’re scanning for added sugars, palm oil, allergens, and looking for products that fit into a sustainable lifestyle. We find that organic, flavour, and packaging sustainability are among the top decision drivers.”

“Amisa was born from the belief that food should always be nutritious and delicious. Very

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looking for products that support digestive health, wellbeing and ingredient transparency.

Demand remains particularly strong in Ireland, where an estimated 100,000 people are living with coeliac disease and a further 450,000 are considered gluten intolerant. As brands

continue to invest in innovation across categories such as bakery, snacks, cereals and dairy alternatives, retailers have a significant opportunity to drive growth by offering a diverse range of high‑quality free‑from products that meet changing consumer expectations.

often, ‘free from’ foods use traditional ingredients, simply processing out the gluten, but we don’t take that approach. Instead, we use naturally gluten‑free ingredients and combine them in clever recipes to create satisfying, exciting food. We recently carried out a piece of consumer research for our Amisa brand, surveying 400 consumers who shop gluten‑free products to find out their motivations for doing so. We found that 56%

of them had purchased a gluten‑free product in the last twelve months, with just over a quarter of them purchasing gluten‑free products once a week. Interestingly, when we questioned their motivations for shopping gluten‑free, the number one reason was for the health benefits, followed by better digestion and a gluten‑intolerance / are a celiac only came third. In terms of what these consumers are looking for, ‘quality’ is the number one factor gluten‑free consumers state that influences their purchasing decision the most, followed by ‘taste’ and ‘trust in the brand’. Over half (52.5%) also stated that the biggest challenge they face when buying gluten‑free products is ‘price’.”

“Finally, it’s worth retailers taking some time to consider which brands to stock in this area, as consumers are looking for more than just ‘free‑from’ labels. They’re seeking transparency, sustainability, and quality, so brands like our own Biona and Amisa, which successfully combine certified organic status with great taste, tick all three boxes. One of our best‑selling products in the range is our Amisa Organic Pure Wholegrain Oats, which are reassuringly batch tested for gluten using the ELISA method. Whether enjoyed in a bowl of warming porridge or in delicious bakes, oats provide a great source of soluble fibre and keep you feeling full for longer. Our Amisa breakfast cereal range also includes Apple Cinnamon oats, Four grain Porridge and Fruity Oat Muesli ‑ all certified organic and batch tested for gluten.”

Amisa Organic Apple Cinnamon Oats

Amisa Organic Porridge Oats

BRANDED ORGANIC RANGE

ALWAYS ORGANIC

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62 CATEGORY FOCUS Free From

Pizza da Piero: Free From, Full of Flavour Quorn Protein Bites range

Quorn takes a major bite out of food-to-go sales with the launch of Protein Bites Quorn, the UK’s No.1 meat‑free brand1 is making a huge move in chilled snacking with the launch of Quorn Protein Bites, the brand’s first‑ever single‑serve snack range.

Created to recruit new shoppers and unlock incremental sales in one of the category’s fastest‑moving sectors, Quorn Protein Bites will have a dual‑launch in the food‑to‑go and main chilled meat‑free fixtures of major supermarkets, creating meaningful impact across the store.

Mini in size, big on flavour The vegetarian range is high in protein, low in saturated fat and a source of fibre, making the ideal side for lunch on the go or as a protein‑ packed snack between meals.

Snackable grab and go packs RRP £1:40*, now available in Tesco, Morrisons and Sainsbury’s and coming soon to Asda and Eden Farm: • Quorn Protein Bites Roasted 70g, 16g protein • Quorn Protein Bites Sweet Chilli 70g, 15g protein Perfectly portioned for a delicious on‑the‑go protein hit, these larger formats feature clear high‑protein, low‑saturated‑fat call‑outs on the front of the pack.

Food to go packs RRP £1.30*: • Quorn Protein Bites Cocktail Sausages 49g coming to Morrisons • Quorn Protein Bites Sweet Chilli Bites 45g coming to Tesco and Eden Farm Designed for lunchboxes and busy food‑to‑ go shoppers, the smaller packs contain around 100 calories, which is clearly signposted on the front of the pack to help shoppers navigate purchases with ease.

Meeting shopper needs Lucy Grogut, marketing director, Quorn Foods, said: “We know that shoppers will be so excited to see Quorn entering the food‑to‑go fixture for the first time. Snacking is the largest recruitment sector into meat‑free2, and this range is set to be a huge growth driver for meat‑free snacking. With 89% of shoppers on a ‘food for now’ mission3 and protein still being increasingly prioritised4, we’re helping retailers tap into a clear opportunity to continue building this penetration.

“The concept achieved a 5* System 1 rating when tested5, so we know that Quorn Protein Bites are perfectly placed to drive this momentum. We’re meeting growing demand for convenient, high‑protein options that deliver on taste across even more occasions and formats.

“Quorn Protein Bites remove compromise, by delivering great taste alongside strong nutrition credentials, in affordable formats that work for busy, everyday lives. These are non‑ negotiables for many shoppers.”

ShelfLife June 2026 | www.shelflife.ie

As demand continues to grow for convenient, clean‑label food options, Pizza da Piero remains a standout performer within Ireland’s chilled pizza category.

Founded in 2007, the family‑run Irish business was the first to introduce fresh artisan‑style sourdough pizza bases to the Irish retail market and continues to lead through quality, consistency, and innovation.

Made fresh daily in Rathcoole, Co. Dublin, Pizza da Piero’s multi‑award‑winning stone‑ baked sourdough pizza bases are crafted using just six simple ingredients: Italian 00 wheat flour, toasted GM‑free soya flour, extra virgin olive oil, yeast, sea salt, and filtered water.

Every base is free from preservatives, additives, artificial colours, and dairy, making them an ideal choice for consumers seeking “Free From” options without compromising on flavour or quality. The range is also vegan‑friendly and freezer‑ friendly.

Available in both 12” large and 5” mini formats, Pizza da Piero’s bases are ready in just five minutes and make it easy to create

Building on snacking momentum Quorn’s snacking portfolio continues to be a key driver of shopper recruitment, bringing in over 500,000 new shoppers into the brand in 20256, and this launch builds on the success of Quorn’s biggest ever campaign for its chilled snacking range. Last year, Quorn Mission Snack Swap delivered over 23% value growth7 and over 20% penetration growth8 YoY. Meat‑free shoppers also remain a highly valuable audience for retailers, spending 86% more on average than non‑meat‑free shoppers, reinforcing the category’s importance to overall store performance.

The new range will be backed by significant marketing investment launching in May 2026, spanning TV, online video, social, influencer partnerships and in‑store activation, reinforcing Quorn’s long‑term commitment to driving chilled meat‑free momentum. www.quorn.co.uk *RRP set at retailer discretion.

1. NIQ Panel, Total GB, 52 w/e 29.12.25, Quorn Foods Defined Meat Free Universe. 2. NIQ data to 27th December 2025.

3. NIQ EPOS and Panel 4 and 12 w/e data to 9th August 2025 4. Nielsen RMS, GB Total Coverage, Meat Free (Quorn Foods defined) 12 w/e 1st November 2025 5. Mintel | Meat Substitutes Growth Forecast 2025‑29. 6. NiQ 52 week data 19/4/2025, NiQ consumer survey panel (19,923). 7. NielsenIQ Retail Measurement (EPOS) | GB ‑ MARLOW FOODS ‑ MEAT FREE | 52wks to w.e 27.12.25. 8 NielsenIQ Retail Measurement (EPOS) | GB ‑ MARLOW FOODS ‑ MEAT FREE | 52wks to w.e 27.12.25.

Free From, made for everyone Finding a meal that suits everyone around the table isn’t always easy. Between allergies, intolerances, dietary preferences and busy schedules, today’s consumers are looking for food that makes life simpler without compromising on flavour.

That’s the thinking behind the Thanks Plants range of Meal Pots. Free from all 14 major allergens, the range offers retailers a convenient solution for shoppers seeking meals that can be enjoyed with confidence by a wide range of consumers.

Available in flavours including the recently launched Creamy Veg Korma, Cauliflower & Coconut Dal, Thai Yellow Curry and Italian

Pizza da Piero 4 Mini Sourdough Pizza Bases

restaurant‑quality pizza at home. The recently introduced compact packaging for the mini range offers added convenience for shoppers while using less packaging, making it ideal for busy households looking for quick, wholesome meal solutions.

Pizza da Piero pizza bases and sauce are available in Dunnes Stores, Tesco, SuperValu, Avoca, and independent retailers nationwide.

For more information, visit pizzadapiero.ie.

For trade enquiries, contact Bob Tyrell: bob@pizzadapiero.ie.

Kale & Bean Stew, the Meal Pots combine wholesome plant‑based ingredients with comforting flavours inspired by cuisines from around the world.

Convenience remains a key driver in the chilled ready meal category, and healthy eating doesn’t get much simpler. Each Meal Pot can be heated in the microwave in just two and a half minutes, stirred and enjoyed, making them an ideal solution for busy consumers looking for nutritious meals without the preparation time.

The range is also high in fibre, tapping into the growing consumer focus on gut health and the ongoing trend of “fibremaxxing”. Made with vegetables, pulses, herbs and spices, the Meal Pots are designed to deliver both nutrition and satisfaction, whether shoppers are managing allergies themselves or simply looking for wholesome plant‑based meals.

For retailers, products that meet multiple consumer needs can help simplify the shopping experience. By combining allergen‑free credentials, convenience, fibre and flavour in one product, Thanks Plants Meal Pots provide a versatile addition to the growing free‑from category.

“These Meal Pots were never designed just for vegans,” says Aisling Cullen, founder of Thanks Plants. “They’re for anyone who wants a delicious, convenient meal made from real ingredients. Being free from all 14 major allergens means more people can enjoy them, but the focus has always been on creating meals that are satisfying, comforting and full of flavour. No compromises required.”

Available in Dunnes, Supervalu and independent retailers nationwide. n Thanks Plants range

Forecourt CATEGORY FOCUS 63

Forecourt

Driving sales

BBQ Healthy Ready Meals

ShelfLife dives into the evolving role of forecourt retail, uncovering the trends and innovations that are fuelling sales and shaping the customer experience

A

& Brian Donaldson, CEO, The Maxol Group

Q: How are you continuing to innovate within your food offering to provide consumers with greater variety, meet their evolving needs, and align with the latest food trends?

A: At Maxol, we continue to put our customers’

with Brian Donaldson,

chief executive officer, Maxol

on breakfast through to lunchtime but now customers can enjoy cooked‑to‑order, high quality meals such as pizza, Mexican bowls, burgers and much more. This is a significant step in continuing to offer customers greater choice and convenience. It’s available at

needs at the centre of everything we do. As eating habits evolve, so too does our food innovation strategy, ensuring we offer greater variety, improved quality, and solutions that reflect the latest trends.

Noahs partnership and digital delivery To meet growing demand for convenient, high‑quality meals throughout the day, we’ve partnered with international food‑tech company Noahs to introduce a first‑of‑its‑kind service in Ireland. Noahs modernises food and retail through a multi‑layer digital platform, enabling customers to order freshly cooked, made‑to‑order meals and everyday essentials in one seamless transaction. Partnering with aggregators including Just Eat, Deliveroo and Uber Eats, for the first time, our valued customers can now order hot food and groceries from Maxol, straight to their door.

Our fresh food offering has primarily focused

“The Government’s intervention has helped ease some of the immediate pressure, but global oil markets remain unpredictable. Any escalation in geopolitical tensions or further volatility in crude oil prices could quickly reverse these recent reductions,” they noted.

AA Ireland notes that fuel prices continue to be heavily influenced by global market conditions, including oil supply concerns, geopolitical instability and currency fluctuations. Although prices at the pump softened in May, Brent crude oil prices remain volatile and further movement at the pumps is possible in the coming weeks.

Free From

M

Diesel prices have fallen to an average of €1.97 per litre in May, down 17 cents from April’s average, which is good news for Forecourts across the country. Petrol prices averaged €1.82 per litre in May, down nine cents month‑on‑month.

Meanwhile, EV charging rates remain broadly stable compared to April, continuing to provide motorists with more predictable running costs in contrast to fluctuating fuel prices.

Commenting, an AA Ireland spokesperson said that Motorists will welcome some easing in fuel prices this month, particularly with diesel falling back below the €2 per litre mark.

odern forecourts have transformed into retail destinations in their own right, offering fast, fresh, and functional options for people on the go. From premium snacks to grab‑and‑go drinks and everyday essentials, convenience is king.

AA Ireland’s latest fuel price analysis shows a welcome reduction in pump prices during May following recent Government measures aimed at easing pressure on motorists and businesses. However, despite month‑on‑month reductions, fuel costs remain significantly higher than levels seen earlier this year and continue to impact household budgets.

selected sites currently but a rollout plan to over 80 locations is in place.

Evolving the Maxol Deli We are refreshing our core food brand, Maxol Deli, with a new modern look and feel, upgraded equipment, and an expanded menu shaped by emerging trends. The enhanced offer will have high quality ingredients, mostly sourced from local producers, supporting Irish suppliers wherever possible and a new menu that responds to changing customer trends.

We have also taken the decision to extend the opening hours of Maxol Delis beyond the traditional 3pm close to 10pm, reinforcing the role we play as the go‑to convenient food destination for communities and commuters alike.

ROSA Coffee Iced

(L-R) Daniel Baven, CEO and co-founder of Noahs and Brian Donaldson, CEO of The Maxol Group

To meet the preferences of younger Gen Z consumers, we’ve rolled out ROSA Iced Coffee across our estate to over 60 locations. This launch taps into the growing demand for iced beverages and strengthens our already successful ROSA brand in‑store. This gives our existing customers more choice but also appeals to a new customer. >>

www.shelflife.ie | ShelfLife June 2026

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64 CATEGORY FOCUS Forecourt

>> Dunnes Stores We have been working with Dunnes Stores on an alliance where we have over 350 SKUs listed in selected sites across Dublin. Most of these products are from the much‑lauded Simply Better range, offering Maxol shoppers a wide range of ready‑made meals, fresh meats, cheeses and vegetables, as well as fruit, yogurts, frozen foods and wine. This caters for a convenience top up shop mission, as we constantly strive to deliver value, quality and convenience in every shop.

These initiatives reflect our commitment to continuous innovation ‑ enhancing convenience, expanding choice, and ensuring our food offering evolves in line with customer expectations and the latest food trends.

Q: What key changes or emerging food trends do you anticipate shaping the food retail sector in 2027?

A: Several key trends are shaping the food retail sector, driven by changing consumer expectations around quality, value, convenience, and choice.

• Premiumisation Customers are increasingly seeking higher‑quality ingredients and paying closer attention to provenance. There is a growing expectation that retailers support local suppliers and producers, and we see strong demand for products that champion Irish businesses.

• Value remains essential While quality matters, value continues to be a core priority. Consumers want their favourite brands to deliver both. At Maxol, we’ve responded through successful value initiatives across our deli and coffee offers, supported by our Maxol Loyalty App and wider value proposition as part of our ‘Bags More’ campaign.

• Coffee innovation Coffee continues to evolve rapidly. Customers now expect not only a premium coffee experience but also greater choice ‑ from non‑dairy milks to flavoured syrups and iced beverages. This trend is particularly strong among younger consumers.

• Growth of home delivery Home delivery has expanded significantly in Ireland over the past five years, and we expect this to become even more prevalent. Busier

lifestyles, increased comfort with digital ordering, and rising demand for convenience are driving this shift. Consumers now look for fast, flexible, and reliable delivery that fits seamlessly into their day.

• Hybrid food-plus-retail baskets Alongside traditional takeaway, there is growing interest in mixed baskets that combine hot food, groceries, and everyday essentials. This reflects a broader move toward convenience‑led shopping and the desire to meet multiple needs in a single order.

• Health trends The continued focus on healthier options is something we take seriously. Whether consumers are looking for more fresh fruit, or healthier snacking alternatives, we provide those options. Our Homegrown at Maxol programme champions Irish businesses and our 2026 winners tap into some of the growing food trends. Oatco Superfuel super bites are a tasty natural energy snack, Well.

Can’d offers both still and sparkling water from a can for those who want to limit plastic use and Wondr Jellies are low sugar, high protein and high fibre jellies which are proving popular amongst runners, cyclists and Hyrox competitors.

We continue to offer a wide range of fresh food options at our delis, which also includes freshly made salad boxes at the majority of our stores.

GLP‑1s are a hot topic and will change the way people eat. Continuing to focus on portion and pack options, as well as high protein foods, will be important as adoption increases.

Q: How significant is sustainability to your business, and what initiatives are you undertaking to drive improvements in this area?

A: Sustainability is extremely important and we endeavour to embed it into our thinking across the business. Whether that is in the fuels we supply, the packaging we use or the work we do in our developments from solar to heat pumps, it is something that we place great importance in.

From a fuel perspective, our Premium Fuel offering means that customers can purchase a fuel that is 100% carbon offset through our partner, PDI Technologies. We offer Maxol hvoPRO across eight of our sites nationwide which is focused on helping business fleets to

(L-R) Corinna Benley, Maxol regional operations manager, Brian Donaldson, Maxol CEO, Thomas Ennis, Maxol licensee, Sandra McCormack, group general manager, Ennis Group and Lorraine Brophy, Maxol COO

ShelfLife June 2026 | www.shelflife.ie

Fact File Name of operator: The Maxol Group Number of locations nationwide: 248 (island of Ireland) Typical forecourt size: 1,350 square metres to 4,046 square metres Head office: IFSC Website: www.maxol.ie Tagline: At the Heart of It Average cost of fit-out: €350,000 ‑ €550,000

significantly reduce their carbon emissions by 90%. We also cater for electric vehicle drivers at selected sites, with dedicated EV Hubs under the Maxol Recharge brand. We have plans to further extend our Maxol Recharge network this year.

At our latest redevelopment at Maxol Long Mile Road, we implemented our sustainable forecourt and shop design to include: • CO2 refrigeration with energy‑efficient doors.

• High‑performance glazing to reduce heat loss.

• Heat pump technology for low‑carbon heating.

• LED lighting throughout.

• Rooftop solar panels with inverter system to offset energy demand.

These measures significantly reduce the site’s environmental footprint while lowering long‑term energy consumption by 40%.

Q: What steps are you taking to ensure strong value for customers both in-store and at the fuel pumps?

A: Maxol ensures value for consumers at the pump by using AI technology which allows us to react dynamically to changes within the market and locally ensuring we are always competitively priced. Using this technology was key in recent times and enabled our team to be more efficient in responding to the impact of unprecedented geo‑political events.

We recognise that value continues to be a top concern for Irish shoppers and we focus on balancing quality with affordability during ongoing cost pressures. We strive to deliver across our shop categories and our car wash.

Across our company owned network of 91 locations, we deliver value through 17 promotional cycles offering price promotions on household brands throughout the year. We also run 17 promotional cycles for our loyalty app customers, where they can secure price cuts in impulse categories.

Our loyalty app also delivers excellent value in our food business. App members can get every seventh coffee free when they scan their app and we rolled out our deli loyalty offer in Q4 2025, which is proving to be very popular, as customers get every seventh sandwich, wrap or roll free. This is a great opportunity for us to drive repeat business and ensure we remain competitive. >>

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66 CATEGORY FOCUS Forecourt

>> The Car Wash is an important driver for us and we offer every fifth wash free for app members. An exciting innovation for us is the creation of Wash Club which went live in three sites in early June, with the ambition to rollout nationally. This is a subscription model, where customers can get up to 10 washes per month for just €19.95 on our Regular plan. Not only does this deliver excellent value but it is all app enabled, so time poor customers can activate the wash without going into the shop.

This is a brand‑new innovation and we’re excited to roll it out across 60+ sites in ROI over the summer.

Maxol Own Label and expanded grocery offering helps us to deliver better value without compromising on quality.

Value is also defined by saving time as well as money. Many of our customers are time poor and value being able to park easily at their local Maxol and do a quick top‑up shop on their way home from work, school runs etc.

Q: What are your plans for further developing and expanding your electric vehicle charging facilities?

A: Following on from Maxol Newbridge and several NI sites which have Maxol Recharge hubs, we have plans to develop additional hubs in ROI over 2026 and beyond. We are constantly monitoring consumer demand and whilst EV adoption is growing, the transition timeline will take longer than was originally projected. We have adjusted our rollout timings accordingly. We also face challenges posed by the realities of infrastructure and electricity grid delays. That said, we have laid the foundations for a charging hub at Maxol Long Mile Road and plans are in place to develop an ultra‑rapid hub at Maxol Rathnew.

We believe these sites have a best‑in‑class shop offer, where customers can eat, shop, grab a coffee or work remotely while they wait for their vehicle to charge.

Q: What are the main factors that contribute to a positive customer experience at your sites, and how does your store design support this?

A: As we continue to invest significantly across our network, our sites are designed as modern convenience destinations rather than traditional forecourts. We’ve created bigger, brighter retail spaces with improved seating, parking, customer flow and foodservice offerings. We’ve continued to expand our foodservice partners and at Maxol Long Mile

Applegreen opens Harold’s Cross service area Applegreen recently officially opened its 42nd Service Area in Ireland at Parnell Rd, Harold’s Cross, further expanding its retail and food offering for customers on the go.

The development with an Eircode of D12 NX44, features a new M&S Food shop‑in‑ shop, Braeburn Coffee, a modern Applegreen convenience store and a brand‑ new car wash, creating a convenient destination for motorists and the local community alike.

Designed to enhance the customer experience, the upgraded site offers a modern stop for food, coffee and everyday essentials on the go.

The new additions complement Applegreen’s growing network across Dublin and reinforce the company’s commitment to delivering quality, choice and convenience to customers.

Applegreen is celebrating the official opening of its 42nd Service Area in Ireland.

Located on Parnell Road, Harold’s Cross

Road, for example, customers have the choice of Zambrero, Maxol Deli, Dunnes Stores fresh food, or Burger King, which includes a drive thru. Getting foodservice and our convenience top‑up range is key, as these are top missions for our customers. Our proprietary coffee offer, ROSA Coffee has been enhanced with a new look and feel, the introduction of Oat options, iced coffee and flat whites.

Improved seating areas and washroom facilities also have been a focus, as we know that customers look for comfortable dwell spaces.

We firmly believe that we have the best retailers, who are all incredibly experienced and deliver a best‑in‑class retail offering. Staff training, award schemes and continuous site audits mean that standards remain high year‑ round and that our customers get a consistent experience across the Maxol network.

Q: In what ways have you embraced digital innovation to enhance convenience and service for your customers?

(L-R) Brian Donaldson, CEO of The Maxol Group, and Daniel Baven, CEO and co-founder of Noahs

ShelfLife June 2026 | www.shelflife.ie

A: The importance we place on technology is two‑fold. Firstly, it enables us to make operational decisions faster, so that store staff can focus more time on creating a hospitable shop environment with a great range of shopper offerings. Secondly, technology is key to enhancing our valued customers’ experience at Maxol and removing friction.

We have digital screens at our delis and ROSA Coffee units, allowing us to

Fact File Name of operator: Applegreen Petrogas Group Ltd Number of locations nationwide: 198 service stations Head office: 117 Joyce Way, Park West Business Park, Dublin, D12 F2V3 Website: www.applegreenstores.com Tagline: ‘Enjoy Your Journey’

John Diviney, managing director of Applegreen UK, said: “The refurbishment of our Parnell Street Applegreen location in Dublin marks another important milestone for the business and reflects our continued investment in enhancing the customer experience.

“With the addition of M&S Food, Braeburn Coffee and our upgraded retail offering, we are proud to provide customers with even greater quality, convenience and choice.”

The opening represents another significant step in Applegreen’s continued expansion and investment across Ireland, delivering enhanced roadside retail experiences for both motorists and local communities.

communicate messages to our shoppers at the touch of a button. Our loyalty app gives our shoppers real value and a reason to keep coming back to Maxol. Pay at Pump technology, FuelPay and in‑store digital kiosks at our food‑franchises save our customers time which is extremely valuable.

Two of our biggest digital innovations are Noahs and Wash Club. Noahs combines food and everyday essentials with technology to allow customers to access Maxol from the comfort of their homes or offices. Partnering with aggregators including Just Eat, Deliveroo and Uber Eats, under the tagline, “Bags More, Straight To Your Door”.

Wash Club offers a digital first customer solution, as well as excellent value. It has just launched but we’re excited to see how this retains existing customers, whilst recruiting new customers to our network. Car Wash is an important part of our business and over the next 18 months, we will be installing the latest roll over washes at 20 locations.

Technology needs to be smart, and we’re delighted that Maxol Long Mile Road has been shortlisted in Insight’s Smartest Store in the World competition, a real testament to the value of our strategy.

Q: In one paragraph, how would you summarise your key point of difference from competitors in the market?

A: Our key point of difference is that we’re a fifth‑generation, Irish family business and have >>

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68 CATEGORY FOCUS Forecourt

>> been embedded at the heart of communities across the island of Ireland for over 106 years. Throughout this time, we have always focused on people as our best assets. Our business model means that our independent retailers who operate our sites, and their teams, live in their local community, in some cases for decades.

Customers are regulars and are greeted with a warm welcome and we’re proud to say that we constantly receive great customer service feedback, as demonstrated through our Tell Us First programme consumer feedback survey.

Ultimately, we combine time‑honoured values and personalised customer service with modern technology to deliver the highest level of service and support to our customers.

We are lucky to have a fantastic team across our three offices and our service stations nationwide; they are at the heart of our continued success.

designed to meet the evolving needs of a growing local community, the company noted.

As part of the refurbishment, Circle K has invested €380,000 in EV infrastructure, reflecting its commitment to meeting evolving customer needs while supporting the transition to lower emission transport in Ireland, it added.

The new forecourt in Kilternan will have four EV chargers including two high powered EV chargers.

The Kilternan site now offers a brighter, more intuitive store layout and an expanded food experience, featuring a full hot and cold deli, an extended grab and go selection, and an enhanced in store bakery.

Customers can also enjoy a broader off licence range, alongside improved coffee service with additional machines designed to keep queues moving smoothly, even during peak times.

The transition to the new Circle K store has been completed with no disruption to customers or staff, with all existing roles retained.

The store continues to be managed by its experienced local manager and team, ensuring continuity and familiarity for the community.

‘Re‑investing in local communities’ Commenting on the opening, Ciara Foxton, managing director, Circle K Ireland, said that this €1.4 million investment demonstrates the forecourt and convenience retailer’s commitment not only to enhancing its retail network but also to re‑investing in local communities like Kilternan.

“With significant development taking place in the area, this upgraded store will better serve the needs of local residents, both long established and new,” she added. n

Circle K opens newly refurbished Kilternan store following ¤1.4m investment Circle K recently announced the opening of its newly refurbished and rebranded store in Kilternan, Dublin 18, following a €1.4 million investment in the site and surrounding community.

This significant redevelopment forms part of Circle K’s ‘ongoing commitment to enhancing its retail network and reinvesting in local areas across Ireland’.

‘Evolving needs’ Located along the Enniskerry Road, the newly revamped Kilternan store has been carefully

The forecourt and convenience retailer recently celebrated the opening of its newly refurbished and rebranded store in Kilternan, Dublin

Fact File Name of operator: Valero Energy (Ireland) Limited (the company that markets fuel in Ireland under the Texaco brand) Number of locations nationwide: 148 service stations Head office: 1st Floor, Block B, Liffey Valley Office Campus, Quarryvale, Dublin 22, D22 X0Y3 Website: www.texaco.ie Tagline: ‘Trust Your Car To The Star’ © 2026 Valero Energy (Ireland) Limited. All rights reserved. TEXACO and the STAR T logo are registered trademarks owned by Chevron Intellectual Property LLC. Used with permission.

Drivers in the Forecourts Channel • • • •

Shoppers are less pre-planned pre-planned and are more "influenceable" instore in the Forecourt channel. pre They’re disproportionately buying "just because they feel like it” and from secondary display.

Shoppers want to enjoy their time instore and are buying for immediate consumption.

Note, this shopper skews younger, male and less affluent vs other channels.

Metric →

Planned purchase pre-store (%)

"I buy just because I feel like it“ (NFS)

Importance of enjoying the trip (scale 1-5)

Immediate consumption mission (%)

Bought from secondary display (%)

All Retailers (Benchmark)

78%

42%

3.1

23%

29%

Multiples

79%

#1

42%

#2

3.1

#2

22%

#3

28%

#3

Discounters

77%

#2

41%

#4

3.1

#2

19%

#4

24%

#4

Symbols

73%

#3

42%

#2

3.1

#2

37%

#2

44%

#2

Forecourts

73%

#3

50%

#1

3.3

#1

46%

#1

51%

#1

i

Data from survey of c. 48,146 Irish shoppers, Jan – Dec 2025.

Shopper insights available for 198 FMCG categories in 2025

ShelfLife June 2026 | www.shelflife.ie

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

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70 NOFFLA NEWS

www.noffla.ie Lorraine O’Dwyer, manager, Number 21 Dungarvan tells ShelfLife what winning NOffLA Hennessy Munster Off Licence 2026 means to her and the team

‘This award means so much to us’ What did winning best Off Licence Munster award mean to you and the team?

Wow… Munster Off Licence of the Year ‑ what an honour. To even be nominated alongside so many brilliant businesses was amazing, but to actually win is something we are incredibly proud of.

This award means so much to us because behind every shelf stocked, every late evening, every delivery, every recommendation, and every smiling customer — there’s a hardworking team giving it their all every single day.

A huge thank you to our amazing staff, because this simply would not happen without you. Your energy, loyalty, humour and dedication are what make the business what it is.

To our customers — thank you for supporting us, chatting with us, laughing with us, and choosing us week after week.

Community support is everything, and we never take it for granted.

We were so delighted with the win especially as we had previously won the best first‑time entrants in 2024. It proves we are still recognised as a great off licence in the area.

The story behind Number 21 Dungarvan and how it first began.

The Dungarvan store opened in 2012. The company has several outlets in the Munster area and when an opportunity arose for a branch in Dungarvan it was seen

as a great opportunity. Dungarvan is a thriving town especially for food lovers so it made perfect sense to open there.

What sets Number 21 apart from other off licences in Munster?

We have great staff and often offer special service of sourcing items for our customers when they require something special.

We have built up a great relationship with our many customers and always love to see new faces. The little chats with customers about their special occasions are particularly nice.

How important is customer service and local community support?

We are always very supportive of local initiatives. We yearly support the Dungarvan Rugby Club and are members of the Dungarvan Chamber of Commerce. We always support any small local fundraising initiatives when asked.

Lorraine and all the staff take time to have a chat with the customer and understand what’s happening locally.

Trends among customers for wines craft beers spirits or premium products. We specifically stock local craft beers such as Legacy and Dungarvan Brewery beers. In collaboration with WD O Connell whisky we launched our own whiskey range, and we also collaborate with Wicklow Wolf Brewery. We do

Back in the day: Number 21 Dungarvan 2012

ShelfLife June 2026 | www.shelflife.ie

Lorraine O’Dwyer and the Number 21 team celebrating their win

this as we know our customers like the specific global brands but like to support Irish initiatives too.

For wines we stock from all over the world to meet our customers needs.

As a Munster winner what motivated you to enter this year.

As a previous newcomer winner we wanted to challenge ourselves. It keeps the staff motivated and focused on having the best we can offer. It’s a great competition to be involved in and especially when we win it shows that the effort and recognition is worth it.

What has been the biggest challenge for independent stores and how have you adapted?

Our biggest challenge is trying to

Today: Number 21 Dungarvan 2026

compete with the large retailers and supermarkets. To do this we have offers every Bank Holiday that last two weeks. We are able to offer advice directly to our customers at point of sale and we always aim to showcase other offers throughout the year.

Any particular products supplier or local favourites?

Every customer is different but we try cater to them all. As mentioned above we strongly support local brewers to offer our customers more than the general offerings.

Looking ahead, what are the plans and ambitions for Number 21 in next few years?

Keep striving to be the best, offering the best and taking on board the judges feedback we will strive to continually improve Lorraine and Team are Number 21 Dungarvan and will continue to be the best possible.

If you have any queries regarding NOffLA membership or services, please contact us at Block D, Unit 6, Nutgrove Office Park, Rathfarnham, Dublin 14, by telephone on 01 296 2326 or by email at info@noffla.ie.

The NOffLA website can be found at www.noffla.ie. n

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OFF-TRADE NEWS

Barefoot Wine returns to Mother Pride 2026 with ‘Barefoot on the Lawn’ Barefoot Wine recently announced the return of ‘Barefoot on The Lawn’ to Mother Pride 2026. This year, with the festival expanding to a two‑day event, the bespoke bar and stage will be in full flow on both Friday, 26 June and Saturday, 27 June at the National Museum of Ireland, Collins Barracks.

At ‘Barefoot on the Lawn’, festival‑goers can enjoy Barefoot’s selection of award‑winning wines while a lineup of DJs sets the tempo.

Friday 26 kicks off with the electrifying energy of Naomi Diamond b2b Pixie Woo, followed by Saturday’s ultimate block party: Big Fun with Shrem & Friends, with massive sets from Emmy Shigeta, Giita, Levino, Mars Montana, and Shrem. The beats will be dropping just as smoothly as the wine is flowing.

“We are absolutely thrilled to return to the Mother Pride 2026 this year and to bring ‘Barefoot on the Lawn’ to the Dublin Pride scene. With the festival expanding to two days, it’s a fantastic opportunity to celebrate love and diversity in such an iconic setting,” said Philip Lynch, Barefoot country manager.

“Barefoot has always championed inclusivity,

Barefoot On The Lawn

creating fun and memorable moments as a proud ally of the LGBTQ+ community since 1988.

Our bespoke bar and stage is our way of celebrating the incredible community that Mother brings together. We can’t wait to see everyone there!”

Speaking about the partnership, Lisa Connell

from Mother said: “We’re really excited to build on last year’s partnership with Barefoot Wine and take ‘Barefoot on the Lawn’ even further for 2026. It’s about creating a space that feels open, celebratory and inclusive, with great music, great energy and something a little bit different on site. With two full days this year, we have even more room to collaborate and deliver something special for the Mother crowd.”

Mother Pride 2026 — a two‑night Pride celebration taking over the National Museum of Ireland, Collins Barracks on Friday 26 and Saturday 27 June 2026. Scissor Sisters will headline the Mother Pride Opening Party on Friday with Peaches (DJ set), Panti Bliss, Tara Kumar, Mother DJs, with the Saturday Block Party line‑up led by SOFI TUKKER and also featuring Jinkx Monsoon, Jodie Harsh, Cakes Da Killa, plus Elaine Mai, Haus of WIG, Sing Along Social, Mother DJs and a powerful showcase of homegrown Irish queer talent.

Fun, flavourful, and approachable, there is a Barefoot Wine for everyone.

Menabrea’s recipe for summer Q&A with… Eleanor Quigley, senior brand manager, Menabrea Q. Menabrea has been owned by the same family since 1846—how does that heritage influence the way you approach a modern “summer beer” like Menabrea Bionda.

A. Menabrea has been family‑owned for five generations and is steeped in traditions and a history that is central to its identity. Menabrea is incredibly proud of its rich heritage that centres on quality ingredients, time‑honoured practices and seeking enjoyment from life’s simple pleasures. Rather than following short‑term trends, the focus remains on producing a beer that feels both timeless and relevant, while offering the depth and provenance that today’s drinkers increasingly value.

Q. Menabrea Bionda stands out for its more complex, malty profile compared to typical sunshine lagers. Why do you think drinkers are increasingly drawn to more characterful beers in the summer months?

A. Drinkers are increasingly drawn to more characterful beers in the summer as tastes evolve beyond purely light, thirst‑quenching options. The growth of craft and premium beer has encouraged people to seek out more flavour, even in warmer months. Beers like Menabrea Bionda offer a subtle maltiness that adds depth while maintaining a clean, refreshing finish.

Summer occasions are also more food‑led, from barbecues to alfresco dining, where slightly fuller lagers pair better with a range of flavours.

At the same time, consumers are trading up, choosing beers with heritage and quality, balancing refreshment with a more interesting, premium drinking experience. Ultimately, drinkers are redefining refreshment ‑ favouring beers that deliver both easy drinkability and a sense of character.

Q. With its balance of citrus, bitter, fruity, and floral notes, how would you describe the perfect summer serve of Menabrea Bionda— glassware, temperature, and ideal setting?

A. An ice‑cold birra in a Menabrea chalice glass ideally enjoyed in the sunshine alongside delicious antipasti with friends or family ‑ saluti!

Q. Summer drinking often leans toward lighter options—how does Menabrea Bionda strike the balance between refreshment and flavour without compromising either?

Eleanor Quigley, senior brand manager, Menabrea

ShelfLife June 2026 | www.shelflife.ie

A. Menabrea has a unique taste profile in that it is a refreshing light beer but with an unmistakable depth to its flavour. The quality of ingredients is essential to Menabrea’s taste and consistency. Carefully selected malt, Hallertau hops and yeast alongside soft water all

Menabrea range

contribute to the beer’s balanced flavour and smooth finish as well as its exceptional head retention. Attention to detail throughout the brewing and maturation process helps maintain the character and quality the brand is known for.

Q. Food and drink pairing is a big part of summer entertaining—what dishes or seasonal ingredients best complement the flavour profile of Menabrea Bionda?

A. There are lots of things to explore in pairing food with beer, but a great place to start is by finding common or contrasting flavours and by pairing with related regional cuisines. Menabrea’s light and refreshing yet rich and malty profile allows it to work well with a range of ingredients and dishes throughout the different seasons.

From light salads, cured meats and cheeses and grilled fish in the summer months to heavier fried dishes and grilled meats in the winter, which are balanced by the beer’s citrus undertones. The balanced, clean beer makes a great palate refresher between courses. n

ONES TO WATCH

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ONES TO WATCH

TOP 5

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ShelfLife editor Donna Ahern recently met with the Grow with Aldi 2026 finalists at an intimate showcase at The Fumbally Stables to sample their products. Here’s her top pick of what the new and diverse food and drink brands have to offer EDITOR’S PICK

5

4

1 Boylans, Bake Easy Berry Crumble Pie (600g), €3.99. 2 Embark Protein, Cashew Cookie Bar (57g), €2.49, Chocolate Nut Bar, (57g), €2.49, Cranberry Nut Bar (57g), €2.49. 3 Morans, Basil Pesto (165g), €2.99.

4 Mushrooms & Love, Sweet Chilli Mushroom Crisps (35g), €3.99, Seavoury Mushroom Crisps (35g), €3.99, Shroom Mushroom Crisps (35g), €3.99. 5 Safco Fine Foods, Beetroot Hummus (150g), €1.49.

Available from all 167 Aldi stores nationwide from 25 June, while stock lasts. www.shelflife.ie | ShelfLife June 2026

74 MARKET MOVERS

Ballygowen

Lucozade

Ballygowan launches B Active Caffeine Water

Suntory Beverage & Food Ireland launches new Lucozade Energy Grafruitti Zero Sugar

Ballygowan is moving into functional water with its new sub‑brand, Ballygowan B Active. This is a first for Ballygowan, and it is set to disrupt the soft drinks category as the first Irish‑produced caffeinated water in Ireland. Like all Ballygowan products, the new B Active range is sugar‑ free, and it is a fruit‑flavoured caffeinated water available in two refreshing flavours: Tropical Rush and Berry Blast. The two SKUs will begin building national disruption throughout the island of Ireland from the start of April. The target market is wide‑ranging with a focus on the workplace, study, the health‑conscious, and trend seekers.

The launch will be supported by a through‑the‑ line campaign, which will include out‑of‑home advertising, digital, social media, and working with relevant content creators.

Given the groundbreaking nature of this innovation, there will be a disruptive suite of point‑of‑sale products produced to help communicate this exciting innovation to consumers at the point of purchase throughout the Irish retail Caffeine, but clear landscape.

Lucozade Energy is bringing a bold new flavour to shelves in Ireland with the launch of Lucozade Energy Grafruitti Zero Sugar, a vibrant addition to the Lucozade Energy range. The new variant will be available across convenience, grocery, wholesale, and e‑commerce channels in 500ml and 900ml formats, with a four‑pack x 380ml format available from September 2026, offering shoppers a refreshing zero‑sugar option with a distinctive fruity taste.

The launch reinforces Suntory Beverage & Food’s continued focus on innovation within the soft drinks category, introducing a flavour designed to capture consumer interest while supporting retailers with fresh excitement in the energy segment. With flavour remaining one of the most important purchase drivers in zero‑ sugar soft drinks, the brand is well‑positioned to help retailers meet shopper demand for variety and choice in the category.

Lucozade Energy Zero Sugar Grafruitti

Glenilen

Pringles

Glenilen launches family yoghurt pouches

Breaking out of the tube: Pringles launch new lunchtime essential

Glenilen Farm has launched new 1kg and 500g yoghurt pouches, created to make one of Ireland’s everyday staples more convenient for modern family life. Research with Irish households found that yoghurt is enjoyed across far more occasions than many realise, from breakfasts and lunchboxes to smoothies, after‑school snacks and cooking, yet traditional formats can often be messy and inconvenient to use.

Designed with these real‑life habits in mind, the new pouch format offers an easy, no‑spoon, no‑mess solution that fits effortlessly into busy routines. Whether squeezed into a smoothie, added to recipes, enjoyed as a quick breakfast or used as a snack on the go, the pouches are designed to make yoghurt simpler and more versatile for families.

Alan Kingston, founder of Glenilen Farm, said: “We understand that consumers are looking for quality now more than ever, but we also know that convenience and affordability are incredibly Glenilen Farm range important.”

Pringles Ireland is set to unlock new growth in the impulse and lunchbox occasions with the launch of Pringles Minis, a new, portion‑controlled format designed for today’s on‑the‑go shopper.

Rolled out nationwide since early May 2026, the range introduces the brand’s first multipacks, offering retailers a strong opportunity to drive basket spend and meet demand for convenient snacking.

Available in 6 x 20g multipacks across Original, Sour Cream & Onion and BBQ flavours, Pringles Minis delivers the brand’s signature flavour in a compact, portable format ideal for lunchboxes and everyday consumption.

A 40g grab‑and‑go pack range (Original and Sour Cream & Onion) will follow from July, targeting impulse and food‑to‑go missions.

With evolving lunchtime habits and increasing demand for flexible snacking, Pringles Minis provides retailers with a versatile new line to capitalise on growth across convenience, travel and on‑the‑go occasions.

RRP €3.20.

Pringles Minis Original and Sour Cream & Onion

ShelfLife June 2026 | www.shelflife.ie

76 MARKET MOVERS

Jacob’s

Yoplait

Petit Filous Strawberry Pouch

Yoplait launches new Petit Filous in Greek-style pouch Yoplait Ireland recently introduced its first‑ever Petit Filous Greek Style pouch this month to support children’s health from a young age.

Fortified with calcium and vitamin D, the new packs aim to meet the growing demand for more nutritious ‘on‑the‑go’ snacks for families and come in two ‘kid‑approved’ flavours of Vanilla and Strawberry.

Designed with convenience in mind, the packs can also be kept out of the fridge for up to eight hours, making them ideal for lunchboxes or for snacking on the go.

Each multipack contains four x 85g pouches, with an RRP of €3.49 per multipack or € 0.99 per pouch individually. Available in all main retailers this summer, including Tesco, Dunnes Stores and SuperValu They truly are a credible ‘grab and go solution’ with Yoplait’s quality assurance of great taste and low sugar.

Since 2015, Yoplait has improved the health credentials of its kids’ portfolio globally by reducing sugars by 25%.

Jacob’s Mikado and Moo’d launch the Moo’kado Moo’d Ice Cream and Jacob’s Mikado have recently collaborated on the Moo’kado, a limited‑edition summer treat.

The Moo’kado brings together Moo’d’s signature whipped Irish ice cream and the iconic Jacob’s Mikado biscuit.

This playful celebration of two much‑loved Irish favourites features ‘Mikado’s unmistakable jammy, fluffy and coconutty flavours paired with Moo’d’s creamy whipped ice cream, raspberry sauce, biscuit crumbs, mini mallows and most importantly topped with the iconic Mikado biscuit.’

Commenting on the new summer duo, Caitriona McCann, brand manager, Moo’d Ice Cream, said: “Every great love story gets a name: Posh & Becks, Tomdaya, and now Moo’kado.

“Jacob’s Mikado is one of those treats that instantly brings people back to childhood memories, family visits and teatime treats. We loved the idea of bringing that nostalgia back in a completely new way.”

Available now in selected Centra and SuperValu stores nationwide for six weeks, the Moo’kado is ‘here for a good time, not a long time’.

For further information, visit Moo’d Ice Cream is a playful Instagram at @jacobsbiscuits celebration of two much-loved Irish favourites and @moodicecream n

Follow us at LinkedIn https://www.linkedin.com/company/shelflife-magazine ShelfLife June 2026 | www.shelflife.ie

CSNA SOCIAL DIARY

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CSNA hosts retailer empowerment event practical insights, industry updates, and networking opportunities.

Attendees took part in workshops covering training, food safety, and wealth management, while a retailer panel discussion explored key

The CSNA welcomed members from across Ireland to its Empowering Store Owners event, held on Tuesday, 26 May 2026, at the Castleknock Hotel. Sponsored by Tomra, the event was organised to provide retailers with

The CSNA retail panel

(L-R) Vincent Jennings, CEO, CSNA, and Barry Ward, TD, at the CSNA Gala Dinner

issues including retail security, community engagement, and the future of the convenience sector.

Sara Orme, national president, CSNA, welcoming members to the Empowering Store Owners event

Tomra, sponsor of the Empowering Store Owners event

The team at Tayto Snacks

(L-R) Eoin and Ciara Ryan, CSNA Members

(L-R) Laura Kelly and Amy Stafford, CSNA

Tropical Storm providing entertainment to guests

www.shelflife.ie | ShelfLife June 2026

78 INTERVIEW

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QUICK QUESTIONS WITH

MICHELLE DARLINGTON, marketing manager,

Lucozade Energy, Zero & Alert

Michelle Darlington, marketing manager, Lucozade Energy, Zero & Alert is a results-oriented growth catalyst and multi-faceted leader with rich career history marked by strong sales growth and successful, consumer-centric new product launches, and innovative acquisition strategies. She has managed several high performing brands including Lucozade Energy, Ireland’s No 1 Energy Drink and Ribena, Ireland’s No 1 Juice Drink. Darlington is a strong strategic thinker with excellent project management, communication and creative skills with the ability to lead projects from insight to execution. She is former president and now a proud committee member of Today’s Women in Grocery (TWIG).

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

‘Imperfect Women’ 2. Best place for coffee?

Froth Coffee Naas.

3. Top movie recommendation?

‘Polar Express’.

4. Top book recommendation?

‘Where the Crawdads Sing’.

5. Which social media platform do you use most?

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

Rosie & Dott.

7. Best advert on TV? Aldi ‘It’s not Complicated’.

8. Worst advert on TV? AIB ‘For the life you’re after’.

9. Favourite grocery shop?

SuperValu.

10. If you had to live in another country, where would you choose?

New York.

11. Greatest achievement to date?

Chairperson of TWIG (Todays Women in Grocery).

12. Do you prefer working from home or in the office/on-site?

A mix.

13. Best piece of advice you ever received?

‘It’s a small world’.

ShelfLife June 2026 | www.shelflife.ie

Michelle Darlington, marketing manager, Lucozade Energy, Zero & Alert

14. Biggest fear?

Spiders.

15. City or beach break?

Beach.

16. Top restaurant recommendation?

Hera Dorset Street.

17. Who is the last artist/group you saw live?

Coldplay.

18. Apart from your own, what brand do you admire most?

Revolut.

19. Best customer service you ever received?

Adare Manor.

20. What’s the last compliment you received?

How I maintained a calm composure in a stressful situation. n

A little sprinkle for every day happiness To protect her delicate skin make Caldesene part of your everyday routine.

TENDER CARE AT

Every Change

For topical use only. Cleanse and dry the affected area before applying. ALWAYS READ THE LABEL. The active ingredient in Caldesene Medicated Powder is Calcium Undecylenate 10% w/w, 20g, 55g, 100g pack size. Clonmel Healthcare Ltd. Date Prepared: December 2023. 2023/ADV/CAL/237C