ShelfLife May 2025 Digital Edition

Garin Murphy, sales director at the country’s number one tobacco company JTI Ireland, discusses innovation and his commitment to customer support

+ Leading the way

Showing supplier support

How Tesco Ireland has forged strong relationships with over 500 Irish producers

One step ahead

Why hiring a public relations and marketing firm is vital for your business

ShelfLife May 2025 Vol.32 No.5

Editor

DONNA AHERN

donnaahern@mediateam.ie

Staff journalist

RYAN BRENNAN ryanbrennan@mediateam.ie

Contributors

CAROLINE REIDY

NIKKI MURRAN

FIONNUALA CAROLAN

Head of business

IAN MULVANEY (087) 2208486

ian.mulvaney@mediateam.ie

Account manager

MARK MORGAN (086) 8854930

mark.morgan@mediateam.ie

Circulation subs@mediateam.ie

Publisher JOHN McDONALD (01) 294 7744

john.mcdonald@mediateam.ie

Printing W & G Baird Ltd

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

Managing director

JOHN McDONALD Sales director

PAUL BYRNE Operations director

BILLY HUGGARD

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

Telephone (01) 294 7776

Fax (01) 294 7799

ISSN: 1393 0753

What a night!

It was great to catch up with so many familiar faces at the 2025 ShelfLife Grocery Management Awards, held in the beautiful surroundings of the Royal Marine Hotel in Dublin. With the sun shining down on the coast and a buzzing champagne reception to welcome over 360 guests, the atmosphere couldn’t have been more perfect to celebrate excellence in our sector.

As always, the evening delivered—highlighting the incredible dedication, leadership, and innovation that define Ireland’s grocery retail industry. This year’s awards recognised outstanding professionals across 21 categories, showcasing the vital role store managers play in shaping both customer experience and business success.

A huge congratulations to Aidan Doyle of Pettitt’s SuperValu in Bray, Co. Wicklow, who was named the 2025 ShelfLife National Grocery Retail Manager of the Year. Doyle’s commitment to team development, operational excellence, and community engagement makes him a truly deserving recipient of our highest honour.

Hosted by the ever-charismatic Shay Byrne of RTÉ Radio One’s Rising Time, the ceremony was a celebration not just of winners, but of the spirit of camaraderie that defines this industry.

It was a pleasure to see peers reconnect, share stories, and raise a glass to each other’s achievements.

The team at ShelfLife extend our sincere thanks to our platinum sponsor, Bank of Ireland, for its generous support, and to Excel Recruitment, our valued partner, for its continued collaboration.

If you couldn’t join us - or want to relive the highlightsdon’t miss the June issue of ShelfLife, where we’ll be publishing a detailed account of the evening, along award winners, photos, and behind-the-scenes moments.

Contents May

COVER STORY

28 Leading the way: As sales director at JTI Ireland, Garin Murphy oversees a nationwide team of business advisors, key account managers, and customer service staff, all dedicated to supporting retailers - from daily store visits to head office partnerships and order management. He speaks to Donna Ahern about the role and his vision for his team.

NEWS&ANALYSIS

FEATURES&REPORTS

16 Community commitment: Dermot Lyons, owner and operator of the newly renovated and rebranded MACE Filling Station in Castlerea talks to ShelfLife about his journey.

18 Ah go on, pass the wine! Amy Huberman sat down with Fionnuala Carolan to talk about her first foray into the world of wine.

24 Ensuring customer satisfaction: Paul Collins, owner of Collins XL store in West Limerick, talks to Ryan Brennan about the store’s recent renovation, its growth and community engagement.

30 Showing supplier support: Joe Manning, commercial director, Tesco Ireland recently caught up with Donna Ahern to discuss how the retailer supports the growth of homegrown businesses.

45 Social diary: Check out who’s been out and about this month.

86 20 Quick Questions: Alannah Reade, account manager, Hunter Communications part of Hunter Media Group.

ADVISOR

20 HR: Staff retention should never be treated as an afterthought, if there’s constant change, people notice, writes Caroline Reidy.

22 Recruitment: Nikki Murran offers her expertise advise on how to write a CV that actually gets you an Interview.

& CATEGORY

Donna Ahern

NEWSGRID

The top news stories in FMCG and retail from across

Ireland

Applegreen to launch Taco Bell in Ireland

Applegreen will open Ireland’s first Taco Bell restaurant this summer and plans to open outlets at a number of its Irish locations over the next five years.

“We are really excited to announce this partnership to launch the iconic Taco Bell brand in Ireland,” said Seamus Stapleton, managing director of Applegreen’s Republic of Ireland business.

Lidl announces Ireland’s First Net Zero Energy supermarket

Lidl Ireland has recently announced the construction of Ireland’s first Net Zero Energy supermarket located in Maynooth, Co Kildare.

It is anticipated that the energy saved by the Lidl store is equivalent to the energy used by over 40 typical Irish households each year

Irish Whiskey Association EU-US trade warning

The Irish Whiskey Association, the trade association representing Irish Whiskey producers on the island of Ireland, together with Drinks Ireland, representing the wider drinks manufacturing sector, has recently warned that the Irish and EU spirits sectors remain uniquely exposed should no resolution of EU-US trade tensions be found.

Rob Fox appointed managing director of Ampersand

Ampersand, one of Ireland’s longestestablished FMCG distributors, has recently announced the appointment of Rob Fox as managing director, following the retirement of Ciarán Scolard.

Rob Fox, a third-generation member of the Fox family, brings over 27 years of experience within Ampersand, most recently serving as director of the Handmade Cigar Portfolio and Duty Free/Travel Retail divisions.

This appointment marks a strategic leadership transition as Ampersand refocuses on its core FMCG business, following its recent decision to exit the wine category The company will concentrate its efforts on expanding its portfolio in cigars, tobacco accessories and alternatives, confectionery, snacks, and other FMCG categories across the convenience, impulse, and grocery sectors.

Commenting on his appointment, Fox said: “It’s an honour to lead Ampersand at such a pivotal time We are focused on driving growth and embracing new opportunities in the FMCG market.”

Ampersand extends its sincere thanks to Ciarán Scolard for his leadership, vision, and dedication over the years.

Tesco scoops 10 prestigious Monde Selection awards

Tesco Ireland’s beef range has been recognised for its incredible quality and flavour at the Monde Selection Awards in Brussels last night (14 May), with the retailer taking home 10 awards for its products.

Más+ teams up with Dublin’s Spin 1038 and Belfast’s Cool FM

Más+, the new sports and hydration drink by football superstar Lionel Messi is celebrating its launch in Ireland with a thrilling scavenger hunt.

The five bottles signed by the GOAT himself- Leo Messi, will be hidden in iconic locations across Dublin and Belfast throughout this week, ready for eager fans to get their hands on.

Golden Bake unveils new facility

Golden Bake, producer of frozen bakery products, has recently announced the opening of its 10,000 sq. ft. production facility in Coolock, Dublin.

This transformative €10 million investment marks a significant milestone in the company’s growth trajectory, enhancing production capacity, driving sustainability and job growth.

The expansion signifies Golden Bake’s commitment to sustainability, with a projected 57.6-tonne annual reduction in CO2 emissions by substantially reducing plastic and other packaging materials. ■

Oishii Sushi secures new listing with Aldi

Oishii Foods Ltd has announced that it has recently secured a listing with Aldi Ireland.

Beginning this month, Oishii’s Shellfish Supreme 155g and award-winning Spicy California Sushi 155g will be available in the chilled aisles of 163 Aldi stores nationwide

The Dublin-based company noted that this exciting development marks a significant milestone in Oishii’s growth strategy, which has already seen the company experience impressive achievements over the last three years.

Commenting, Ciara Troy, founder and managing director, Oishii Foods Ltd., said: “This listing reflects the incredible growth we’ve experienced and our ongoing commitment to making top-quality sushi accessible and affordable.”

The Dublin-based company noted that the announcement comes on the heels of an

impressive two years for Oishii.

In 2023, the company invested €1 million in a state-of-the-art food production facility to meet growing consumer demand.

Over the same period, the team has expanded from 20 to 55 staff, and revenues have surged by 260% in just three years.

With this latest landmark listing, Oishii said that this ‘continues to disrupt the ready-to-eat food category with premium, chef-crafted sushi products that blend quality, convenience with authentic flavour’.

Oishii’s retail debut at Aldi ‘aligns with the company’s mission to offer healthy, high-quality, and convenient food options for consumers’.

The Shellfish Supreme and Spicy California Sushi are both carefully crafted using the finest ingredients and are designed to provide a quick and delicious meal for busy individuals and families, the company added.

SuperValu and Uber Eats launch new delivery partnership

SuperValu and Uber Eats have recently announced a new delivery partnership that will enable customers to get their shopping delivered in as little as forty minutes.

The partnership is now live in SuperValu Lucan and will be rolled out across a further eight SuperValu stores in the coming weeks.

The service will offer customers accelerated delivery, with thousands of grocery items on offer ranging from SuperValu’s fresh produce across meat, fruit & veg, and bakery items, to their own brand range and convenience meals.

The initial participating stores will be in Dublin and Limerick.

Luke Hanlon, managing director, SuperValu said: “Our customers value the convenience provided by online shopping.

“This partnership with Uber Eats builds on our offering in this area and will offer rapid same-day delivery to SuperValu customers, giving them more choice in how they purchase from us.

“Through Uber Eats technology and expertise, we can provide our customers with on demand delivery of their favourite products from SuperValu in under forty minutes.”

Leanne Purcell, general manager, Uber Eats Ireland, said: “We’re excited to launch rapid grocery delivery on Uber Eats in Ireland for the first time, building on the incredible growth of on-demand delivery across the world.

Since Uber Eats started offering groceries and convenience more than four years ago across its other markets, shopping habits have shifted, with more people shopping for groceries more often, moving away from a ‘big’ weekly shop to making more last minute, ad hoc orders.

There’s also been a change in what people order and a move towards healthier groceries like fruit and vegetables, with milk being the most popular grocery item ordered on Uber Eats in the UK, closely followed by bananas.

The Uber Eats partnership complements SuperValu’s existing online offering which will continue to serve customers as normal.

Graham Norton rolled up sleeves for grape harvest in New Zealand

This harvest season, Graham Norton took his passion a step further and joined Invivo Wines’ cofounders Tim Lightbourne and Rob Cameron in Marlborough, New Zealand, to craft the latest GN blend.

He rolled up his sleeves in the Awatere Valley, getting hands-on with grape picking, tasting juice samples, and assessing fruit quality with his long-term Invivo winemaker partners – a step in crafting the next, twelfth, vintage of his GN Sauvignon Blanc.

Norton said: “New Zealand produces some of the world’s best Sauvignon Blanc, in my opinion.

“It’s incredible to think that what began as a small, limited-edition run of GN New Zealand Sauvignon Blanc has grown into a global brand.

“Now, here we are harvesting grapes in Marlborough for our twelfth vintage!

“I don’t just put my name to the wines – I’m involved in the process, which makes being here in this stunning region for harvest all the more special.”

The long-standing partnership between Norton and Invivo began in 2014 with a single New Zealand Sauvignon Blanc and has since evolved into an internationally acclaimed wine and spirits portfolio, now including 10 products and more than 300 accolades.

Today, GN Wines is a top-selling brand and commercial success in multiple markets, including the UK, Ireland, New Zealand, Australia, USA and Japan.

Rob Cameron, Invivo cofounder and winemaker: “Graham has always been hands-on – he personally tastes, blends, and signs off on every vintage with us to ensure his favourite wine is made to his exact taste preferences.

“To welcome him to our vineyard and experience the magic of Marlborough firsthand was a real highlight for all of us.”

Norton’s visit to Marlborough culminated in a winemaker’s lunch at Harvest Restaurant in Rapaura, where Graham, Tim, and Rob were hosted by the Mayor of Marlborough and local growers to celebrate the Marlborough region’s wine and food produce.

Ciara Troy, founder and managing director, Oishii Foods Ltd.

(L-R) Rob Cameron, cofounder at Invivo Wines. Graham Norton, taster and bledner at Invivo Wines and Tim Lightbourne, cofounder at Invivo Wines pictured at the crafting of the latest GN blend.

Pictured at SuperValu Lucan as part of the launch of SuperValu’s partnership with Uber Eats

SuperValu and Centra launch new charity partnership

SuperValu and Centra have launched a new charity partnership, offering shoppers the opportunity to donate the money received from returning cans and bottles at the respective stores.

Through the initiative, customers returning cans and bottles at SuperValu and Centra stores will have the option to donate their deposit to the retailers’ chosen charity partners. SuperValu is supporting AsIAm, Ireland’s autism charity, while Centra is partnering with the Irish Cancer Society

More than 700 DRS machines between the SuperValu and Centra networks will be used which highlights the scale and opportunity for charities and customers alike.

The campaign will be rolled out across 352 machines in the Centra network and 359 machines in the SuperValu network.

By linking everyday recycling to meaningful causes, the initiative empowers customers to make a positive impact with every return.

The DRS was brought in as the main driver to achieve Ireland’s recycling target of 77% by 2025 and 90% by 2029, with DRS identified as a proven successful solution for achieving these targets.

The initiative is being rolled out on an initial three-month basis with the two charity partners, and with SuperValu and Centra working with different charities throughout the year

Luke Hanlon, managing director, SuperValu and Centra, said: “The Deposit Return Scheme has been a success across our SuperValu and

Centra stores since the rollout last year

“I’m delighted that we have taken this step in partnering with two of Ireland’s most prominent charities in AsIAm, Ireland’s Autism Charity and the Irish Cancer Society

“This initiative gives our customers a simple and effective opportunity to support great causes while increasing awareness of the Deposit Return Scheme as a whole

“We look forward to working with both charities to ensure the partnership reaches its fullest potential.”

Adam Harris, CEO of AsIAm, “Autistic people deserve to have the same chance in life as everyone else, to be included, to be understood,

TBWA\Ireland & Pilgrim’s Europe launch New Denny brand

TBWA\Ireland and Pilgrim’s Europe have today unveiled a new brand platform for Denny - ‘Denny Time, Denny Place’ - bringing the full Denny portfolio under one creative umbrella for the very first time With ‘Denny Time, Denny Place’, the brand aims to reaffirm its place in Irish hearts and kitchens. The campaign

will be rolled out across TV, VOD, OOH, social, and digital channels, marking a significant moment for one of Ireland’s most iconic food brands.

Ronán Jennings, strategy director at TBWA\Ireland, shared the agency’s vision for the new platform: “We wanted to disrupt the typical Irish FMCG convention of food nostalgia and bring this iconic brand into a more contemporary space. This platform is a fresh take on an Irish classic.”

Sinéad Lee, client growth director at TBWA\Ireland, added: “Celebrating Denny’s widespread popularity, versatility, and extensive product range was a key focus for the agency. From our early conversations with the client team, it became clear that Denny stands out as the only brand in its category that can genuinely claim to have a tasty solution for every occasion - and we recognised that was a great starting point.”

and to be part of their community

“We are delighted to partner with SuperValu as part of the Deposit Return Scheme

“Customers donating their DRS vouchers to AsIAm at Supervalu stores nationwide is a powerful way for people to show their support to make Ireland a more inclusive place for the at least 1 in 20 people in Ireland who are autistic, and our families.

“Autistic people face significant barriers and waiting lists to access the most basic of supports, we are working to scale our support nationally to respond to unprecedented demand and funds raised through initiatives such as this one are critical to this effort”.

Averil Power, CEO, Irish Cancer Society, also praised the partnership: “This is a really important and valuable partnership for the Irish Cancer Society and I’d like to thank everyone at Centra for bringing us on board.

“We hope this initiative makes it as easy as possible for customers to support our work and play their part for the planet.

“We can’t be there for patients and their families and invest in groundbreaking cancer research without your support.”

Lyons Tea reignites iconic ‘Puts the Talk into Tea’ tagline with powerful new campaign

Lyons Tea has recently unveiled its new campaign: ‘Puts the Talk Into Tea.’

The campaign features a newly developed TV ad and creative assets that will roll out as part of a fully integrated marketing effort across Ireland in the weeks ahead, the household tea brand noted.

Ireland is world-renowned for its wit, warmth, and conversation, it highlighted.

‘But in an always-on world, face-to-face conversation can sometimes get lost.. Lyons is responding to a cultural truth: we’re talking more than ever, but connecting less’.

Fiona Collins, head of marketing, Lyons Tea, noted that tea has always been more than just a drink.

“It’s a reason to check in, sit down, and say what’s on your mind,” she noted.

“This campaign celebrates those everyday moments of connection and reminds us that a proper cup of Lyons can still be the nudge we need to really talk to each other We’ve been putting

the talk into tea for generations, and we’re proud to continue that legacy.”

The campaign was developed in collaboration with BOLD Studios.

Rooted in this insight, the campaign positions Lyons as a gentle nudge to make time for proper chats—big, small, and everything in between.

(L-R) Breda Cahill, store owner of Centra Marley Park and Gillian Carry, store manager of Centra Marley Park pictured.

(L-R) Robert Shields, store manager, Owen O’Connor, customer assistance, Bobby Palmer, HR manager. Pictured at SuperValu Killester, Dublin.

‘Lyons Puts the Talk into Tea’

Denny Time Denny Place

Fuel expands senior leadership

Fuel, entertainment agency, has further expanded its global group over the past year with seven senior appointments.

With teams across the US, UK and its headquarters located on Dublin’s Camden Street, the senior announcements include Keith McCormack as executive director, Jonny Boyle as director of brand experience, Gráinne Earley as director of employee experience solutions, Shell Holden as director of marketing, Steven Courtney as director of content, Molly Bracken as experience director and Rachael Gallivan as business development director

Founded in 2013, Fuel’s client list includes Meta, Sky, World Rugby, KPMG, Indeed, PayPal, Paddy Power, Accenture, Lidl, Universal Music Group and Google, as well as AIB and Leinster Rugby.

Speaking on his appointment as executive director of Fuel, Keith McCormack said: “Fuel has grown over the past 11 years from a small team of four into over 70 innovative experience and event designers, creators, producers, strategists and engineers and I am delighted to have joined such a talented team of industry experts at a time of continued global growth.

Keith continued: “We are excited to have Steven and Shell leading our content and marketing departments at Fuel respectively

“As multi-award winners and highly respected in their fields, Steven brings over 20 years of experience in content creation, production, and management, while Shell is a leading light of the Irish festival and event scene

Emerging producers launch products in SuperValu stores

25 new food and drink producers have recently launched their products in SuperValu stores across Ireland, following their completion of the Food Academy programme

This marks an exciting new chapter for these businesses as they bring fresh, locally made, and innovative products to shelves across the country

By supporting new and growing producers, the programme not only cultivates entrepreneurship but also strengthens Ireland’s vibrant food culture and ecosystem.

It ensures that consumers have access to a

diverse range of local, high-quality products 52 weeks of the year, while nurturing the creative, sustainable, and forward-thinking brands that will define the future of Irish food & drink.

The Food Academy, now in its 12th year, is a partnership between SuperValu and the Local Enterprise Office & is the only accredited producer development programme in Ireland, from Technological University Dublin (TU Dublin).

Food Academy offers participants a Certificate in Food Entrepreneurship and a robust combination of mentoring, industry insights, and retail strategy

Through expert-led workshops and direct engagement with SuperValu’s Food Academy team, producers refine their products and build the skills needed to succeed in a competitive retail environment. The programme’s results speak volumes: Food Academy products have exceeded €260 million in retail sales, with a projected €30 million in sales for 2025 alone

Among the producers now on shelves are Dublin Spice Company, NU Infusions, and Bay Biotics – just a few of the innovative food and drink companies emerging from this year’s cohort.

Their success demonstrates how the Food Academy acts as a launchpad for creativity, sustainability, and local enterprise, offering real opportunities for brands to grow from startup to national recognition.

Jerh O’Sullivan, interim trading director at

BWG Foods launches new coffee brand Brevato

BWG Foods has launched a new coffee brand, Brevato, which it plans to roll out across over 300 sites nationwide, quickly making it one of the country’s leading coffee destinations.

Starting with a quality bean-to-cup offering through its retail network, BWG Foods will also develop Brevato as a store-in-store offering with baristas in convenience stores, and as a stand-alone café offering, bringing the whole Brevato experience to consumers.

The first in-store Brevato offering has been launched in SPAR IFSC and the first standalone café is set to open nearby in Dublin City Centre over the coming months.

Commenting on the launch of Brevato Simon Marriott, BWG’s chief retail and commercial officer said: “BWG Foods is more focussed than ever before on driving the latest food and beverage innovations in collaboration with our retail partners across SPAR, EUROSPAR, MACE and Londis. The Brevato brand and coffee offering has been developed to offer consumers an enhanced experience in a convenient setting, and we will now look to build it into one of Ireland’s leading coffee brands.” ■

SuperValu, said: “SuperValu proudly supports local Irish businesses, working closely with Food Academy participants to drive strong product launches and customer engagement.

“This year’s participants will benefit from a 52-week listing, giving them valuable exposure to connect with shoppers and refine their brands.

“We’ve seen firsthand how the Food Academy helps innovative food and drink businesses thrive.

“The exceptional quality and taste of the products year after year, showcases Ireland’s incredible talent and passion.

“As the food sector evolves, the Food Academy remains at the forefront – fostering innovation, empowering entrepreneurs, and building a more resilient, sustainable industry

Keith Barry and Yasmin Halpin, founders of Bay Biotics, said: “We founded Bay Biotics in 2025 with the goal of bringing the natural benefits of sustainably harvested Irish sea moss to homes across Ireland.

“Our sea moss gels are vegan, gluten-free preservative-free, and packed with essential nutrients.

“We take pride in using only fresh, locally sourced ingredients to create a nutrient-rich addition to any lifestyle

“It’s been an exciting journey, and we’re thrilled to be part of such an impactful programme.”

25 new food and drink producers launch their products in SuperValu stores across Ireland.

John Moane and Simon Marriott

(L-R) Jonny Boyle, director of brand experience, Keith McCormack, executive director, and Gráinne Earley, director of employee solutions pictured.

REAL FAST

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

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

Succulent rotisseriespun chicken, served in delicious signature sandwiches

healthy salad bowls.

CSNA NEWS

GUS O’HARA

National President, CSNA

CSNA NEWS

Exciting guest speaker announcement for CSNA annual dinner

We recently announced that our annual dinner on 27 May in Castleknock Hotel will feature a guest speaker who is sure to offer interesting insights and perspectives. We are delighted to announce that our guest speaker for the evening is Minister for Enterprise, Tourism and Employment, Peter Burke.

If you wish to attend, please contact Laura in the CSNA office on 045-535050.

Re-Turn handling fee submission

We submitted our observations and views on a new handling fees regime to Silver Stream.

We computed that the average labour cost in our outlets equated to €24 per hour.

CSNA stressed the need to review the handling fees again in two years’ time as the grants will no longer be paid on existing machines, but the labour costs will most certainly outweigh the “income” generated by many of our sector’s machines.

We have also sought there to be two separate grant systems, one for reverse vending machines (RVM) and the other to cover the cost of external housing and associated costs.

CSNA also sought a minimum of three rates, in decreasing value, of handling fees but that the close – off points for point one, currently set at 250,000 units, be increased to 400,000, and that the close off point for point two be set in accordance with the median that currently obtains having regard to the stated cost-neutral objective.

We also referred to the fact that, for us, having our labour costs covered, in addition to ensuring that the running costs and all other associated costs must be incorporated into the handling fee, while the grant(s) will cover, or at least make a substantial contribution, to the capital outlay.

Finally, we have urged Silver Stream to recommend the principle of paying in advance

the deposit element, a practice that would alleviate cash flow difficulties and balanced each month.

From having spoken with over 20 retail owners, CSNA found that most of them believed their average attendance to their machine was between 30 and 45 minutes per day.

Association queries Revenue move to change VAT Collection Scheme

Members across the country have been in touch with us regarding a communication that they received last month announcing the proposed cessation of the Fixed Direct Debit Scheme.

We have asked the Department of Enterprise to intercede on our behalf given the substantial additional administrative and potential expense that such a change would bring about.

We have also asked the Chartered Accountants Association whether they had any advance notification of this decision, or whether

they, the Irish Tax Institute or the Law Society who make up the practitioners of the Tax Administration Liaison Committee were consulted in advance of this significant change. Retailers will need to submit returns on a bi –monthly basis and allow for a Variable DD to be in place six times a year, with the potential for late fees if filing is delayed, and, most likely, additional charges from bookkeeping services. CSNA will press for a continuation of the current scheme for those who wish to avail of it.

CSNA NEWS

CSNA NEWS

Minister for Enterprise, Tourism and Employment Peter Burke outside Leinster House earlier this year. Pic: Rollingnews.ie

Tobacco scam catches dozens of retailers

Conmen and con women have pitted their wits against unsuspecting staff (and owners) from the dawn of time.

The most recent con is a resurrection of a “switch” scam and, although there are variations, always involves a conman obtaining a valuable item without having to pay for it.

The most recent iteration involves a pack of tissues or toilet paper carefully placed into an empty cigarette or tobacco pouch, depending on how blatant or convincing the perpetrator is, managing to get a free pack in exchange.

They may convince a staff member that a pack they had recently purchased (they have a receipt for diesel and cigarettes) was filled with tissues when they opened it and demand a new pack.

They may ask for a pack and switch it when the cashier completes the sale of a lottery product, then suggests they don’t need the cigarettes and only pay for the other product.

They may seek a different brand, claiming this pack was bought by their friend but it’s not their

preferred choice.

We are bringing this to your attention and ask you to forward it to your retail colleagues to alert them that these people are stealing from lots of stores throughout the country;

• You must have a policy regarding returns

• You must have a policy regarding placing products on the counter prior to payment being received and;

• You must have a policy regarding “swaps”

JDM insurance tip on cable ties

Cable Ties are probably the worst single cause of the most expensive injury claims with settlements, including costs ranging between €50,000 and €100,000.

They simply must be cut and disposed of safely.

Simply saying, “we always do that”, is far from adequate. Post a notice to your staff where deliveries are received and rubbish is disposed of. Tell them at a group meeting.

If such a claim is brought against you and you fail to show that this is a strictly enforced and practiced procedure your defense will be weakened.

Always remember – call us to discuss any/every incident. We will advise and guide you. ■

Conmen and con women are replacing cigarettes in packs with tissues

McVitie’s celebrates 100 years in showstopping style

pladis, the global snacking company behind some of the world’s most loved and iconic brands, is celebrating 100 years of McVitie’s Chocolate Digestives with an unmissable citybased campaign for the brand in Ireland.

The McVitie’s Chocolate Digestive was invented in 1925 in Harlesden in north-west London – where it is still manufactured today –and the campaign idea is that while the world has witnessed many more inventions (including mobile phones, the internet and sliced bread), none have come close to the genius that is the Chocolate Digestive.

components of the campaign are supported by a broad reach social media push across Facebook, Instagram and Tik Tok.

On-pack competition

McVitie’s are including Irish shoppers in the celebrations with an on-pack competition, where €100 is up for grabs every 100 minutes. Shoppers simply purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code, for the chance to win the prize. The on-pack promotion is live now until 22 June 2025, and concludes with a final draw on 7 July, where shoppers can win a €5k prize experience.

In-store POS activations

the centenary is highlighted in the convenience sector with FSDUs, mega displays, dump bins, fins and bollard covers to catch shoppers’ attention.

“The McVitie’s Chocolate Digestive is an incredible product,” says Barry Cogavin, head of Ireland, pladis UK&I. “It has been loved by generations and remains unchanged for decades. Being the custodian of a brand with the heritage of McVitie’s Chocolate Digestives is a great privilege as well as a great responsibility This is an amazing campaign, our biggest ATL investment dedicated to one brand, and we are really excited to see it unfold.”

McVitie’s Chocolate Digestives are a €10m1 brand in Ireland and has continued to grow at 18% in the last year

‘Front-of-mind’ campaign

To celebrate the centenary, as well as the chocolate digestive’s unique place as a firm favourite in Irish hearts and minds, pladis Ireland is embarking on one of its biggest investments for the brand, where it will be ‘front-of-mind’ across the country

The above-the-line (ATL) outdoor activity consists of tunnel wraps in Pearse and Connolly Stations; four x digital panels (10 in a row) across Connolly, Pearse, Grand Canal and Tara Street Stations; bus and shelter wraps across five areas of the city, and digital / OOH throughout shopping centres nationwide

Radio listenership in Ireland is high, with 80% of adults tuning in daily, and listening to an average of 3.8 hours of radio on a typical weekday. Therefore, broadcast is an important element of the campaign, with ads running on Newstalk, RTÉ, 2FM, FM104 and Today FM, as well as digital audio spots. The ATL

McVitie’s Chocolate Digestives will also be visible in stores right across the country Shoppers will be disrupted during their path to purchase by front-of-store displays; store media, in-aisle and other touchpoint point-ofsale (POS). The in-store activations are live for eight weeks across grocery accounts, while

“McVitie’s Chocolate Digestives have long stood the test of time and will continue to resonate with consumers in Ireland for decades to come,” adds Cogavin, “because in Ireland, we love a cup of tea, and this iconic biscuit has brought little moments of happiness to so many people’s tea-break through the years.” ■

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BuyScanWin

Community commitment

Dermot Lyons, owner and operator of the newly renovated and rebranded MACE Filling Station in Castlerea talks to ShelfLife about his journey

Nestled in the heart of Castlerea, County Roscommon, the newly opened MACE Filling Station is more than just a convenience store - it’s a symbol of local pride and dedication to community service. Owned by seasoned retailer, Dermot Lyons, this is the third grocery store he has launched in the area, reinforcing his deep-rooted connection to Castlerea and its people

Lifelong journey

Dermot was born into the retail industry and spent his formative years working in the family business, always yearning to step out on his own.“I grew up with retail,” he explains,“it’s what we knew growing up and I always harboured a goal of owning my own MACE store in the local area.” That milestone was first reached in 2007 and now, after 18 successful years under the MACE brand, Lyons seized the opportunity to expand his business and take over what is now the MACE Filling Station in Castlerea in December of last year

Rather than reopening immediately, Lyons made the strategic decision to invest in a major refurbishment, ensuring the store would offer a premium customer experience After months of planning and construction, the the filling station reopened its doors as a MACE store on 5 March, boasting a 1,500 sq ft retail space and a fully serviced forecourt.

Modern upgrades

The renovation wasn’t just a facelift—it was a complete

transformation.“It was a complete redesign using local tradesmen and suppliers,” says Lyons. The store now features state-of-the-art fixtures and appliances tailored to enhance customer convenience.

A standout addition is the new“for food’s sake” deli area, which serves a variety of hot and cold meals, salads, and savoury options. Customers can also enjoy freshly baked goods from the in-store bakery, including bread, scones, and cakes.Two Bewley’s coffee stations

and a Smooch ice cream parlour add to the store’s appeal, with the latter being a welcome first for the area

“Our goal is always quality at a fair price,” Lyons notes.“Everything is designed for the best customer experience in a bright, clean, and airy atmosphere.” The store also offers a forecourt attendant—unique in the town—to assist customers with refuelling and maintaining cleanliness standards.

An off-licence is also in development and is expected to open soon

Flying start

Despite being open for just two months, the store has already exceeded expectations.“The response has been fantastic,” says Lyons. While the store serves both local and passing trade, its primary customer base comes

“My loyalty to MACE comes from the excellent relationship I’ve built with them over the years. I’ve always had access to advice and support that helped make this transition seamless.”

MACE Castlerea’s deli staff providing a customer with food.

Dermot Lyons, owner of MACE Castlerea standing on the premises of the store

from the community.“Many of our staff know our customers by name That personal connection makes a huge difference.”

Lyons emphasises that customer service is the cornerstone of the store’s mission.“Our staff are a dedicated team committed to giving all of our customers from the community and beyond excellent service. This is our main priority.”

Smooch Ice Cream

Lyons praised the success of the Smooch Ice Cream concept, highlighting the strong impact it has had on the store since opening.

“Smooch Ice Cream has been a fantastic addition to our MACE store and offers something truly unique to the Castlerea community,” he said

“Since opening, it has performed exceptionally well—regardless of the weather. Both kids and adults have embraced it, and it’s become a real favourite in our local area Our staff know many customers so well, they often have their usual orders ready before

they even ask at the Smooch counter.”

What sets it apart

According to Lyons, it’s the high standard of service and the welcoming atmosphere that sets his store apart.“We want to offer the best quality food, beverages, groceries, and confectionery at fair prices,” he says “Our team is always ready with a friendly smile, and our forecourt staff provide a level of service that’s unique in our town.”

Strong brand ties

Having been with the MACE brand for 18 years, Lyons speaks highly of the support he receives “My loyalty to MACE comes from the excellent relationship I’ve built with them over the years. I’ve always had access to advice and support that helped make this transition seamless.”

Looking ahead

As Lyons looks to the future, he remains focused on

the community that has supported him throughout his career “This store is 100% customer- and community-focused,” he says.“We want to continue serving Castlerea for many years to come I’d like to take this opportunity to thank all our customers - old and new - for their patience during the renovations and their continued support. ”

With a redeveloped store, a dedicated team, and a loyal customer base, the MACE Filling Station in Castlerea is poised to remain a cornerstone of the local community for years to come ■

“Everything is designed for the best customer experience in a bright, clean, and airy atmosphere.”

Lyons accompanied by staff members of the MACE Castlerea store

Castlerea store interior

MACE Castlerea’s coffee station and food-to-go options.

Ah go on, pass the wine!

Amy Huberman, beloved Irish writer, actress and comedian has dipped her toe into the world of wine with a new range entitled Ah. Using her initials as a brand name, she has launched a Cava and a Sauvignon Blanc to the Irish off-trade market. She sat down with Fionnuala Carolan to talk about her first foray into the world of wine and discussed demystifying the sometimes-intimidating task of choosing wine and having the confidence to just “like what you like”

“This all started because I love bubbles,” explains an exuberant Huberman Huberman. She is not shy in declaring that she loves a glass of champers but is realistic that a life drinking champagne is “not that attainable!” “I love the sense of occasion around champagne because it’s not an everyday thing,” she begins. “Sometimes prosecco can be a little sweet, so cava is a dry alternative and the best of both worlds, in my opinion. It’s dry and it’s light but you’ve still got the same ceremony as champagne with popping the cork. So, we thought it would be interesting to bring more cava to Ireland as it’s a market that hasn’t been as explored as maybe prosecco has been. It brought us to this vineyard in the Requena region of Valencia. And because we were out there doing a cava, we looked at also doing a sauvignon blanc,” she explains. Indeed, there has been a distinct lack of new brands entering the cava market in Ireland in recent years, so a new brand backed by one of Ireland’s most famous faces is surely going to pique people’s interest.

Ah Cava Brut Rosé is crafted from garnacha and is crisp and lively, with bright red berry flavours, and a dry finish. It pairs well with smoked salmon, crispy pork belly, or charcuterie boards with cured meats. Then the Ah Sauvignon Blanc has notes of citrus fruits like lime, grapefruit and green apple and has a refreshing acidity that leads to a clean, lingering finish. It complements spicy Asian dishes, grilled prawns, and lighter desserts like fruit tarts. That’s the science bit but more important for the success of this brand, is probably the persona behind it all.

Relatable

Known for her quick wit and relatability, Huberman could probably sell almost anything. Despite her far-from-ordinary life as an actress, novelist and marriage to Ireland’s rugby legend Brian O’Driscoll, she is adept at finding the comedy in the mundane everyday elements of life that being a 46-year-old mother-of-three living in Dublin brings, which makes her relatable to so many. That relatability and likeability strikes a chord with women in the age cohort of 30-50, who are likely to be her core audience because they see a bit of themselves or maybe what they aspire to be, in her Speaking about the demographic for the wine she admits that it will probably be bought by more women but says it was created to be enjoyed by anybody “I think the label is ‘grown up girly’. I didn’t want people thinking it’s a very feminine drink. Who knows, maybe blokes will buy it for each other on a Friday night!” And they may well do but the more likely scenario is that men will buy it for their other halves and women will buy it for other women when visiting one another’s houses.

Actor, author, scriptwriter and a woman known for having fun and sharing a joke, Amy Huberman

Developing the brand

With a host of celebrity-endorsed wines on the market, namely Kylie, SJP and Graham Norton (all also distributed by Barry & Fitzwilliam) an obvious question is how much input do these celebrities have into the brand and taste profile of their wines? According to Huberman, this project has taken approximately three years to come to fruition and she has been involved in every aspect and has been the creative director of the project from day dot. “Even before we got to the wine itself, we were developing the brand,” she says “I’ve never done that before; I have worked with companies that are already established but I loved the creative side of creating the brand.

The name is obviously a subtle nod to my initials because it’s a lowercase h. When I was looking at labels on bottles of wine, there are plenty of old traditional labels out there. I love old antiques and old houses and when you lean into the love of that and the pencil sketch drawings of a chateau and a vineyard, it instils the sense of tradition and trust. So, we took an element of that and modernised it slightly

The sketch on the bottle of the winking lady about to send off a paper aeroplane was drawn by the artist Jill Deering of Jill & Gill fame.” A unique element to the bottle design is that you can write on the label, whether that’s a date or a little message to the person you are buying the wine for and it all reverts back to the fact that Huberman as a writer is starting the story but you can finish it. “We want the consumer to fill in their own story I really love this added special element of our brand and our bottle

“It’s in a way leaning back to times when we used to write notes and letters to each other And the font is quite old and even the texture of the label is like an old book print and as a writer, we thought this would be a good idea to give a little nod to that fact,” she explains.

Uncomplicating wine

Working alongside her on this project is Hugh Murray, who established Classic Drinks and has over 30 years’ experience in the business. He has been a great source of knowledge during the wine-tasting process and has also encouraged Huberman to trust her instincts and her own palette. “Hugh is a purist so he would say to turn off your other senses when tasting wine And he emphasises the importance of the glassware and of course, letting the wine breathe There is so much love and tradition that goes into winemaking that you feel, God how can I catch up? I’ve talked about this with Hugh and he says it’s good to trust your own palette while being willing to explore new tastes. Our whole thing was to demystify it slightly so it’s more inclusive and doesn’t have to be intimidating as I always found wine quite intimidating and it was like a bit of a club that I wasn’t a member of,” she frankly states.

“It really comes down to what you like because maybe wine doesn’t need to be so complicated?” Also involved in this project is Shane Davey, formerly of Diageo and Pernod Ricard, who is managing the project and on the finance side there is Brian Fagan, who’s had involvement with numerous alcohol businesses including Glendalough Distillery And with Barry & Fitzwilliam as its distributor, it’s a small but perfectly formed team.

Beautiful Valencia

The vineyard where Ah, is produced lies on the Valencian high plateau, 70 kilometres west of Valencia, at 650 meters above sea level. This location benefits from a unique climate, offering abundant sunshine and dramatic temperature shifts between day and night. Ah, has partnered with local cooperative farmers in Valenica - families who have tended these vineyards for generations and are committed to sustainable practices to ensure the preservation of their land for future generations, which was of great importance to Huberman and the team behind Ah,.

As part of the process Huberman visited the vineyard and met the family who own the land and this was a really fascinating experience for her “It was brilliant to see it all come together and watch all the bottles coming down the chain and to see how lovingly these wines are made down through the generations.”

New direction

Huberman has worn many hats over the years as a writer actor comedian and has been employed as a brand ambassador for a range of products but wine is a whole new direction for her Has she enjoyed the process; we wondered? “Yes, it’s been really empowering being involved with this from the ground up and even though my day job is acting and writing, and I love it, there’s a certain amount of uncertainty and something like this runs along on an even keel. It’s been a real joy and I’ve learned a lot about myself and about business and it feels really exciting. I’ve done other things that were with established businesses, but this is us running the show and it is exciting. I mean I’m not crushing the grapes with my bare feet but maybe I could do it for a few weeks in the summer,” she jokes.

For the photoshoot to accompany the launch, Huberman wears a coat that was designed by her Dad, Harold Huberman. Sadly, he passed away nearly three years ago but it’s clear that his spirit of entrepreneurship and joie de vivre is alive and well in Huberman. “Dad was always saying why not try this or that. He was not afraid to go for things. I think he would get such a kick out of this,” she says with a smile There are further plans for additional wine varieties once they get Ah Wines established in the market. Ah, was officially launched on 26 March and is currently available from Dunnes, Tesco and online at www.winesoftheworld.ie ■

Amy Huberman pictured with her husband Brian O’Driscoll at the launch of her Ah wine range at Café en Seine, Dawson Street, Dublin.

Pic: Brian McEvoy

Ah Sauvignon Blanc, RRP: ¤17.95

Staff retention: Time to rethink your strategy?

Staff retention should never be treated as an afterthought, if there’s constant change, people notice, writes Caroline Reidy

People are the backbone of any organisation When they leave, they don’t just take their knowledge and skills - they also take relationships, context, and trust. That’s why staff retention should never be treated as an afterthought It’s not just about keeping turnover low; it’s about creating a place people want to stay.

Staff turnover is costly - not just financially, but also culturally and operationally. Customers and clients build relationships with staff, and a revolving door of employees impacts how your organisation is perceived. If there’s constant change, people notice. It undermines confidence and continuity

So, what can organisations do to retain great people?

Strategy

A staff retention strategy is your game plan to reduce unwanted turnover. It's more than perks and pay - it’s about fostering the kind of culture and working environment people want to be part of

Attract the right people

Retention doesn’t start on someone’s last day - it begins long before their first. That’s why a thoughtful hiring approach is critical. It’s about attracting individuals who not only have the right skills but also align with your values and ways of working.

Make sure they feel supported and valued

Retention isn’t just about keeping people - it’s about making sure they feel seen, heard, and appreciated. This includes everything from strong onboarding and regular feedback to creating a culture where wellbeing is genuinely prioritised.

Provide opportunities to grow

Stagnation is one of the fastest routes to disengagement. Great retention strategies ensure employees have access to meaningful development - whether that’s promotions, lateral moves, stretch projects, or learning new skills. It’s about showing people they have a future with you and helping them shape it

Understand why people leave

Every resignation is a learning opportunity The most effective organisations take time to really understand the why behind turnover - and they do it without defensiveness. Exit interviews, stay interviews, and feedback loops can uncover patterns and point to what’s missing.

Recruitment

Transparent job descriptions, clear expectations, and a smooth onboarding

CAROLINE REIDY

Managing director

The HR Suite

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

process all help set new hires up for success. Early impressions matter, so make sure performance objectives and support systems are in place from the start. People should know what’s expected of them and how they’ll be supported.

Put wellbeing front and centre

More and more, employees are valuing wellbeing supports as much, if not more, than financial rewards. And this doesn’t have to mean big budgets. Simple things like offering an Employee Assistance Programme, subsidising health insurance, or hosting an annual health check go a long way.

Don’t underestimate the power of recognition either Celebrating both personal and professional milestones - work anniversaries, team achievements, promotions - builds connection and pride. Even for remote teams, finding creative ways to celebrate together can make a real difference.

Foster real engagement

Engaged employees are more likely to stay But engagement isn’t a one-way street - it’s about meaningful two-way communication.

Make space for honest feedback Create channels like staff forums, town halls, or pulse surveys that make it easy for employees to speak up and feel heard. But ensure you act on what they tell you. Engagement doesn’t come from asking the question; it comes from acting on the answer

Review your benefits offering

You don’t need to offer the most expensive benefits - but you do need to offer the right ones. One size doesn’t fit all, so flexibility is key. Think about what matters most to your people Is it sick pay? A pension contribution? More flexibility in how and where they work? The best way to find out is to ask. Have open conversations and explore what’s possible It’s not always about cost - it’s about care.

Invest in development

People are more likely to stay where they feel they can grow. Create a culture that supports learning and progression, whether through formal study supports, mentoring, or regular career conversations. Not everyone wants to climb the ladderand that’s okay - but those who do should know there’s a path for them

Understand why people leave

Don’t guess - ask. Exit interviews are one of the simplest, most effective ways to gather insight into what's working and what’s not. Patterns often emerge when you collect this feedback consistently

Were there issues with management? Lack of flexibility? Few development opportunities? Whatever the reasons, use that data to inform your strategy going forward.

The reality is: some turnover is natural. But if your best people are walking out the door and you’re constantly backfilling the same roles - it’s time to take a closer look

Retention isn’t about keeping everyone forever. It’s about creating an environment where good people can do great work, feel valued, and see a future When you do that, the right people will want to stay and you won’t be constantly reinventing the wheel.

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

7 top tips on how to write a CV

Nikki Murran offers her expert advise on how to write a CV that actually gets you an Interview

Whether you’re looking for something new or eyeing a promotion, your CV is your first chance to impress. But how do you make sure it doesn’t get lost in the recruiter’s inbox? Let’s break down how to write a CV that’ll have them calling you in no time.

1. Start with a strong introduction

Think of your CV summary like the opening lines of a conversationthis is your first impression.You’ve got about 30 seconds to grab attention, so keep it short and punchy. Skip the overused phrases (“I’m a hard-working team player”) and focus on what sets you apart. Highlight your top skills or recent achievements in a few lines

2. Focus on achievements, not just responsibilities

Anyone can list their job duties, but it’s the results that matter. Instead of saying,“I managed a team,”outline the size and their accomplishments. The more measurable, the better. The goal is to show how you contributed to the company’s success, not just that you showed up

3. Skills: What makes you stand out

Your skills section should reflect what you bring to the table—both hard and soft skills. Hard skills are technical (Excel, project management software, etc.), while soft skills focus on your people skills (think communication, leadership, and problem-solving).Tailor this section to the job you’re applying for, but don’t be afraid to highlight your unique strengths. If you’re particularly good at handling difficult customers or great at driving store standards, make sure it’s front and centre.

4. Education and training: Don’t underestimate it

Your education matters, but how much you go into detail depends on your experience For recent grads, the education section should be near the top, with details on your relevant coursework, or standout projects. If you’re further along in your career, it’s fine to list your final education level and move on—unless you’ve recently completed any professional certifications or courses, in which case, they deserve a mention. Continuous learning shows you’re committed to growing in your career, so don’t hide that

5. Work experience: Tell your story

Your work experience is the heart of your CV. Instead of just listing job titles and responsibilities, frame each role as a story of growth and impact.Talk about the challenges you faced, how you overcame them, and the skills you developed along the way. Employers want to know how you’ll apply your experience in the new role, so highlight how your

NIKKI MURRAN Director, Grocery Retail Recruitment, Excel Recruitment

past roles make you the right fit. But don’t overdo it - keep it concise and avoid unnecessary details that could distract from your accomplishments.

6. Personal touches: Show a little personality

Yes, your CV should be professional, but a touch of personality can help you stand out. A line or two about your interests or hobbies can give employers a glimpse of who you are beyond the job title Are you a marathon runner or an avid swimmer? Maybe you volunteer at a local charity? It’s not about filling space but giving the recruiter something to remember you by Just be sure the personal info is appropriate for the job you’re applying for.

7. Formatting: Make it easy on the eyes

A well-organised CV is easier to read and more likely to get a second glance Keep your layout clean and simple, with clear headings and enough white space to make it look less like a wall of text. Use bullet points to highlight your skills and achievements, but don’t overdo it—less is more. And please, no rainbow-colored fonts or funky designs.

8. Proofread: Double-check before you hit send

Before you send off your CV, proofread it like a detective hunting for clues.Typos and grammatical errors are a big red flag, so read through your CV multiple times, and ask a friend to take a look. A fresh set of eyes can catch things you might have missed.

9. Make your CV count

Your CV isn’t just a document - it’s your ticket to getting noticed. With the right balance of professionalism and a little personal flair, your CV can be the key to unlocking the interview door Focus on what makes you unique, showcase your achievements, and keep things clear and concise. ■

DRIVE SALES WITH FOX’S FABULOUS COOKIES IN DOUBLE DIGIT GROWTH YOY.*

Ensuring customer satisfaction

Paul Collins, owner of Collins XL store in West Limerick, talks to Ryan Brennan about the store’s recent renovation, its growth and community engagement

Collins XL Athea, a well-established convenience store in Limerick, has recently undergone significant renovations, marking a pivotal moment in its journey. The store, with its spacious layout and long-standing presence, continues to be a local favourite for both its wide range of grocery offerings and its community-driven ethos. We sat down with Paul Collins, the current owner, to discuss the store’s history, recent upgrades, and its commitment to both customers and the local community.

Key milestones

Collins XL Store in Athea, West Limerick, was originally owned and operated by Paul’s grandparents, JP and Mary Collins. The store was renowned for selling“bits of everything”, even formerly operating as both a bar and shop under the one roof. After the Covid-19 Pandemic, Paul Collins decided against reopening the bar, instead opting to solely operate as a convenience store.

Collins XL has undergone two renovations in the past 10 years. He said:“The most recent one was completed in the last quarter of 2024. We put a lot of emphasis on improving the exterior look of the store, to make it more inviting. We installed a new, modern glass shop front and increased our overall shop floorspace by 800 square feet.”

Assistance came from BWG Foods in redesigning and refitting the shop Paul believes the new-look store has lifted the store’s appearance He added:“It is

commensurate with the excellent offering we have in store and I think it’s a large contributor to the increase in footfall.”

Enhancements were also made across other departments within the store, including upgrading the refrigeration units, a new Insomnia coffee machine and dock, as well as the introduction of the BWG exclusive I Scream concept to complement the‘99’ ice creams. In a very positive development, almost immediately, Paul noticed an increase in the average basket size of customers “While it’s early days, we’re really happy with the results so far, broadly trading up 20% across the shop This is being driven by particularly strong performance in our deli and bakery, off licence, chilled convenience and fresh meat departments,” Paul added.

Relationship with staff

Collins’ XL provides employment to 15 people locally, including five full-time workers. Collins is full of praise for the diligence and loyalty of his staff, acknowledging they are owed a“huge amount of credit” when looking at the store’s success. There is a great rapport between the staff, which is reflected by the“nice atmosphere” that exists within the store.

“They are all local, living within a few miles of the shop so we know and understand our customers. It’s one of the big advantages of a local neighbourhood store and helps us deliver the best possible service to everyone that walks into our shop.” said Collins.

A number of the full-time employees are longserving staff members who have been with Paul for a number of years. Most of Collins XL store’s part-time

Outdoor area at Collins XL Store

Paul Collins of Collins’ XL store

Paul Collins accompanied by some of his Collins’ XL Store staff members

employees are students who tend to cover the weekend and holiday shifts, which showcases flexibility in the store’s working environment

Neighbourhood benefits

Collins XL benefits from being a local store that truly does‘a great deal more’ for the community. The store’s popularity was boosted at the time of the pandemic and gained shoppers’ trust during this period Collins’ XL is also a proud supporter of the local sporting and community organisations and is happy to contribute to local events, alongside sponsoring sports gear for the local teams.

“The local reaction to our store extension has been fantastic and it’s encouraging to hear the positive feedback from all customers.” Collins continued.

Sense of community

The store targets to be as“helpful as possible”. It is essential for Collins and his store that they offer value to the customers while tackling costs of employment among others in navigating the current cost-of-livingcrisis The store offers its community facilities such as an ATM, bill pay services, parcel depot and a deposit return scheme machine in-store

Paul is also passionate about supporting local suppliers when appropriate. Local products from the area such as Athea honey are also loved by customers who value the quality of local produce.

“We want to ensure everyone leaves the shop after having a positive experience.”

Standing out

The store prides itself on its outstanding customer service. Being located within a neighbourhood and targeting locals of the community, the team always want to be as helpful as possible to all its customers This can range from finding a product in-store or assisting to bring bags of shopping to the car.

Collins XL is justifiably proud of the quality and freshness of its produce, including freshly baked scones and breads The store’s delivery schedule ensures the displays and fridges are stocked daily with the freshest possible produce. Collins said:“Whether you’re grabbing a coffee and pastry on the way to work in the morning, need a hot bite to eat at lunch time, doing the household grocery shopping or buying a nice bottle of wine or craft beers for the weekend, we have it all.”

XL support

Speaking on the support from the XL brand, Collins said:“We have been with the XL brand since 2016.To be honest prior to our recent renovations we had a good look around and had options but in the end decided to stay with XL.”

Collins describes the brand as“progressive”, and believes they are the best fit for his store and the local community The model gives him the benefit of being part of a symbol group but also the flexibility to run his own business.“Retail is a very challenging and competitive business but we are very well supported by Paul Bealin and the XL team and any help or guidance is only a phone call away.” said the owner of the store.

Being green

The store partake in the Green for Business Programme, a free programme that helps small businesses take the first step towards becoming more

“One of the key things we pride ourselves in is our customer service. As a local neighbourhood store it is a focal point in the community and so we have a great rapport with our customers.”

sustainable, giving it access to a green consultant who’ll show the small changes that can have a big impact on the company and the world around it. The store has also installed energy saving LED lighting as well as a large number of solar panels.

Developments and improvements

Also, what bigger stores can’t compete on is the tailored service offered at Collins XL and customer service is key to that “As I’ve mentioned our staff deserve huge credit, we currently have a great team that ensures top class service every day.”

Collins admits the store is consistently looking to develop and improve the business. This is done so they can offer the best for their customers and he believes the store’s“longevity” is a sign of that Collins said:“To that end we are constantly working to get the value message out there. We’ve increased our marketing spend and customers are now starting to realise that the pricing in our local store is often comparable with the bigger multiples.”

Paul believes that Collins XL has the personal advantage over some of its‘bigger’ competitors, which is facilitated by the“tailored service he and his team offer through their exemplary customer service. They care, which is evident and appreciated by their customers and the local community ■

The Off Licence is a standout performer

Collins XL Store, Athea, Insomnia station

National Off-Licence of the Year 2026

Many different types of off-licence enter the awards for a variety of reasons. Whether you sell a range of fine wines, a variety of beers or are involved in mixed trading, entering this competition can only serve to better your business, writes NOffLA

National Off-Licence of the Year Awards 2026

The NOffLA Awards is an initiative that is exclusive to its members. The competition has been designed to enable members to demonstrate strengths and allow you to compete in your area of expertise All entrants will be invited to the prestigious awards ceremony in January 2026.

Awards 2026

• National Off-Licence of the Year 2026

• Regional Off-Licence of the Year 2026 Dublin, Leinster, Connacht/ Ulster, Munster

• Wine Specialist of the Year 2026

• Beer Specialist of the Year 2026

• Spirit Specialist of the Year 2026

• Food Retailer Off-Licence of the Year 2026

• Customer Service Award of the Year 2026

• Best First Time Entrant 2026

• Responsible Retailer of the Year 2026

• RTC Graduate of the Year 2026

Benefits of entering

Many different types of off-licence enter the awards for a variety of reasons. Whether you sell a range of fine wines, a variety of beers or are involved in mixed trading, entering this competition can only serve to better your business.

• It allows you to look at the key performance indicators in your business and compare them year-on-year

• It gives you a mechanism to gauge how good a shop you run in comparison to your peers.

• It allows your staff to work towards improving standards.

• It builds consumer and trade awareness through an established PR campaign working with the media.

• An invitation to attend a Gala Evening with all your friends in the off-trade

Judging

There are 2 Rounds of Judging and an informal Blind Tasting.

Round 1 - Mystery shopper judging

The Mystery shopper will assess customer relations, appearance of outlet, promotions, facility atmosphere as well as staff knowledge

The Customer Service Off-Licence of the Year will be awarded to the highest scoring outlet as judged by the Mystery Shopper

A shop’s overall score is calculated on the basis of 30% of their Round 1 score added to 70% of Round 2.

Round 2

- Judging criteria

Judging will be conducted in accordance with the pre-set judging criteria by an independent judge appointed by NOffLA.

The judging process and the criteria are reviewed and developed each year to provide you with helpful guidelines to be used as a valuable management tool for your outlet on an ongoing basis.

The criteria cover a broad spectrum of activity within an offlicence.

For the overall Award process, it is expected that the Award meets all customer expectations and also what is considered to be best practice or excellence in this area. >>

>> The criteria are weighted to take into consideration the relative importance of activities.

The importance of wine, beer and spirits sections combined are almost 50% of total markings.

NOffLA Welcomes a new Associate Member

The Off-Licence of the Year Awards is an initiative that is exclusive to NOffLA members. The competition has been designed to enable you to demonstrate your strengths and allow you to compete in your area of expertise All entrants will be invited to the prestigious awards ceremony in January 2026.

We would like to welcome TOMRA Collection as a new associate member

Commenting on joining the team, Peter Whelan, managing director, TOMRA Collection said: “Tomra Collection Ireland are delighted to join NOffLA as an Associate Member, as the DRS scheme continues to grow and expand in Ireland, we look forward to supplying more of NOffLA`s members with reverse vending machines for their off-licences.”

Current Associate Members

In welcoming a new member, the NOffLA team have also taken the time to accredit its associate members:

• Ampersand Wines

• Barry & Fitzwilliam

• Bevella, C/o Primeline Sales & Marketing

• Bibendum Ireland

• Boann Distillery

• Bulmers Ireland

• Cassidy Wines

• Comans Beverages Ltd

• Diageo Ireland

• Edward Dillon & Co Ltd

• Febvre Wines

• Findlater & Co

• Grace Campbell Wines

• Irish Distillers Pernod Ricard

• Liberty Wines Ltd

• Lucky Saint

• Mackenway Distributors Ltd

• MCM Spirits & Liqueurs

• Richmond Marketing

• Sazerac Ireland

• The Dalcassian Wines & Spirits Co Ltd

• Tindal Wine Merchants

• TOMRA Collection Ireland

NOffLA would like to thank our current Associate Members for their continued support. ■

Leading the way in Ireland’s tobacco market

As sales director at JTI Ireland, Garin Murphy oversees a nationwide team of business advisors, key account managers, and customer service staff, all dedicated to supporting retailers—from daily store visits to head office partnerships and order management. He speaks to Donna Ahern about the role and his vision for his team

JTI Ireland is the country’s number one tobacco company with almost 60% market share,a position it has secured through a diverse and high quality product portfolio, consistent innovation and a strong commitment to customer service and support.With a strong presence across multiple categories,the company continues to focus on long-term success in an ever changing environment.

JTI manufactures the three top-selling cigarette brands in Ireland - Silk Cut,Mayfair,and Benson & Hedges Among these,Silk Cut leads the pack as the number one cigarette brand in the country.In the roll-your-own (RYO) segment, Amber Leaf holds the top position,testament to JTI’s commitment to quality across the tobacco category The company also leads the way in the growing nicotine pouch category with Nordic Spirit,Ireland’s number one brand in that segment.

Atthehelmof JTIIreland’scommercialoperationsissales directorGarinMurphy,whooverseesadynamicandnationwide teamdedicatedtocustomerengagementandsupport His leadershipspansacrossseveralcriticalteams:businessadvisors whovisitretailstoresdaily,providingon-the-groundinsightsand support;keyaccountmanagerswhomaintainstrong

partnerships with large customers and head office stakeholders; the commercial planning and merchandising units,and a responsive customer service team committed to assisting retailers with orders,queries,and day-to-day needs.

JTI’s success in Ireland is rooted in its ability to adapt to market trends,invest in innovation,and maintain close relationships with its retail partners.With Murphy’s leadership and a highly skilled team behind him,JTI continues to set the standard for excellence in Ireland’s competitive tobacco industry

Sales and retailer support

How do JTI’s nationwide sales and customer service teams support retailers and trade partners in their day-today operations?What initiatives or strategies does JTI

have in place to continually improve collaboration with retailers across Ireland?

It goes without saying that having strong partnerships with your customers is fundamentally important to any business, and that’s absolutely true for JTI Ireland.Establishing, building and continually strengthening relationships with retailers is a core part of what we do,and it’s a top priority for every member of our sales team We recognise that when our customers succeed,JTI succeeds,so we are focused on that sustainable win-win scenario rather than something that is short-term or transactional.That goes for our Business Advisors visiting stores across Ireland every day,our Customer Service team handling orders and queries over the phone,and our KeyAccounts team engaging with head offices.Our low staff turnover is a direct consequence of our

Establishing, building and continually strengthening relationships with retailers is a core part of what we do, and it’s a top priority for every member of our sales team.

Garin Murphy, sales director, JTI Ireland pictured at the company’s head office

We’re exceptionally pleased with how the nicotine pouch category is developing in Ireland, how Nordic Spirit is performing and how adult consumers are responding to our products.

investment in our people,and we hear day in day out from retailers just how important that familiarity and consistency is in building trust.

In practice,this means a focus on the ongoing development and upskilling of our people to ensure they are equipped with the expertise to provide the very best commercial support to retailers and launching internal programmes that recognise and reward our BusinessAdvisors for their work with customers We provide modern,high quality digital platforms like JTI Engage for retailers to place orders and find relevant category information quickly and easily,JTI Collect for trade staff to learn about our products in a fun and engaging way with opportunities to win prizes,and we develop innovative category merchandising solutions for retailers to securely store and sell tobacco products,and include space for nicotine pouch products and advertising through our nationwide network of digital screens.This is just a small selection of examples of how we collaborate with and support our customers,and we continue to refine and enhance these to ensure that we are working in a way that delivers for them and differentiates us from our competitors

Additionally,and crucially,we ensure excellence across our supply chain so that all our products are consistently available for our retailers to purchase from us,we dispatch and deliver all orders efficiently,and we are relentlessly focused on 24/7 in store availability,guarding against potential lost sales opportunities or lost customers

Incoming regulation

How is JTI preparing its retail partners for the impact of new regulations,such as the self-serve vending ban and the introduction of a retail licence system? In addition to the role JTI plays in Show Me ID,what other steps are JTI taking to help educate retailers?

I’m confident in saying that JTI’s track record of supporting retailers through regulatory change is unmatched To step back briefly,the transitions to theTobacco Products Directive and plain packaging were significant changes to the tobacco category in Ireland and had the potential for real disruption in stores as retailers navigated the new rules and sought to get to grips with these complexities JTI’s sales team was at the forefront of our industry-leading efforts to support retailers in understanding what was required of them by the new regulations and to ensure timely compliance There have been a number of new regulations introduced in the time since,and there are more to come in the near future,including but not limited to the ones you mentioned.As always,JTI supports fair,well informed regulation.The reality is these changes will of course mean additional requirements for retailers,some of which are unfortunately still unclear.For example,the specifics of how the retail licences will be applied for have not yet been confirmed by the government What I can say is that we will continue to honour our commitment to keep our customers abreast of regulatory developments and lead our customers through changes as they enter into force.

JTI’s sales team will be on hand to provide clear guidance and support to ensure the transition to any new rules is as smooth as possible for our customers Finally,in addition to the role JTI plays in Show Me ID,we also have JTI Inform,our own in-house digital platform accessible to any retailer where staff can be educated on our categories and the applicable regulations,so they feel confident and reassured when serving tobacco and nicotine customers

Illicit trade

How significant is the issue of illicit tobacco and nicotine products,and what impact does it have on legitimate retailers?What actions is JTI currently taking to combat illicit trade,and how can retailers contribute to these efforts?

You only have to glance at the publicly available data to get a sense of the impact of non-Irish duty paid products on retailers.The most recent figures from the Revenue Commissioners,published inApril,put the rate at 37% for cigarettes and 49% for roll-your-own tobacco.While a proportion of this will have been purchased legitimately outside of Ireland and brought back by consumers,the majority of these products are illegal.1 These are astonishing figures and represent a huge amount of volume that is not being purchased in stores,with obvious implications for retail businesses,not to mention the impact on communities and the Exchequer – the estimated tax loss last year for cigarettes was €590 million2,while the figure for RYO was €133 million (JTI internal estimate).We estimate the loss in turnover for retailers at circa €900 million in 2024 (JTI internal estimate). This trend is clearly being driven by the high rates of tax applied to tobacco products - which can account for close to 80% of the recommended selling price,with last year’s budget increase being the highest on record – but as a business we are taking targeted action to tackle the availability of illegal products We strongly encourage retailers to contribute to these efforts.We have established platforms to allow retailers to share information quickly,easily and anonymously with our dedicated global team of anti-illicit trade experts who are working hard to combat this criminality.As well as reporting information or suspicions to Revenue,I would encourage retailers to discuss the issue with your JTI business advisor, who will provide direction on how to share information with our team

Nicotine pouches

How is Nordic Spirit performing in the Irish market,and what are JTI’s views on potential regulation for the nicotine pouch category?What is JTI’s approach to ensuring responsible sales and marketing of nicotine pouches like Nordic Spirit?

We’re exceptionally pleased with how the nicotine pouch category is developing in Ireland,how Nordic Spirit is performing and how adult consumers are responding to our products It’s the number one brand in the nicotine pouch category,which is the result of our focus on innovation in flavours and strengths to satisfy evolving consumer needs,and our sales teams working closely with retailers to provide

At JTI Ireland, Garin Murphy oversees a nationwide team of business advisors, key account managers, and customer service staff

awareness and education on what is still a relatively new category Since pioneering the nicotine pouch category in Ireland and launching Nordic Spirit a number of years ago, we have always taken a responsible approach to our marketing and sales and that is something we will not compromise on We strongly encourage retailers to follow Show Me ID principles and apply JTI’s responsible marketing standards which place youth access prevention at the very centre: all our packaging and communications are clearly marked 18+ for adult consumption only and there are no elements associated with youth appeal on our packaging,in flavour descriptions or advertising for Nordic Spirit There is a wide range of flavours and strengths available on the market,but we believe that the current Nordic Spirit range is well-placed to satisfy existing adult nicotine consumers’preferences and will of course evolve further as we innovate in anticipation of how those preferences change.We believe this approach may be useful for retailers when they are considering what standards to apply to the nicotine pouch category in store.In our view this will guard against reputational risk,and in turn help protect the longer-term sustainability and profitability of the category E-Vapour

category

Why did JTI decide to withdraw from the e-vapour category,and how is the company responding to ongoing regulatory changes,including proposals in the Nicotine Inhaling Products II Bill?

The e-vapour category has grown increasingly challenging and complex over the last two to three years as the range of products has expanded dramatically Linked to this,the widespread availability of non-compliant products and irresponsible marketing practices by some e-vapour brands has triggered proposed new regulations that are likely to include a ban on disposable devices,near-total flavour restrictions,plain packaging and a ban on point-of-sale display and advertising.We believe these factors would have had a significant impact on the commercial viability of the category for JTI with our Logic offering,and so after careful consideration we made the decision to exit the category.Since then,our BusinessAdvisors have been visiting stores to remove Logic products and Logic-branded materials to minimise disruption for retailers and their customers It’s of course disappointing to delist any product,but this decision will allow us to focus our efforts on nicotine pouches and Nordic Spirit where we see greater potential for commercial success for both JTI and our trade partners in the future

Showing supplier support

Joe Manning, commercial director, Tesco Ireland recently caught up with Donna Ahern to discuss how the retailer supports the growth of homegrown businesses

Tesco Ireland recently held its Supplier Conference 2025 which was hosted by Joe Manning, commercial director, Tesco Ireland. In his role with Tesco Ireland, Manning is responsible for ensuring the integrated commercial success of the business in Ireland. Manning joined Tesco in 2014 as ambient category director, before assuming the role of fresh director in April 2017 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 the industry for championing Irish suppliers, consistently prioritising locally sourced products and supporting the growth of homegrown businesses through long-term partnerships and investment in the Irish agri-food sector

Q: Tesco has once again been named the retailer of choice for Irish suppliers for the ninth consecutive year – a huge achievement. What do you believe has contributed to this achievement?

A: We recognise the many extraordinary Irish suppliers that can be found right across Ireland

and have forged strong relationships with over 500 of them to ensure that we can offer our customers the very best quality Irish food and drink.

Partnership is key to these relationships, building on mutual respect and trust, and a shared vision to bring amazing products to our customers.

Our buyers have long standing relationships with producers and growers, going back in some cases over 25 years, and work to support them through the good times and when things might be a little more challenging, like weather impacts, crises etc.

We have also partnered successfully with organisations such as Love Irish Food which aims to elevate great Irish food brands, helping to bridge the knowledge gap for those who wish to support local and Irish.

Q: As the world’s single biggest retail buyer of Irish food and drink, working with over 500 Irish suppliers, how is Tesco continuing to evolve its supplier relationships to support long-term collaboration and innovation across the grocery sector?

A: We are incredibly proud to say we are the single biggest retail buyer of Irish food and

drink in the world, which is testament to the quality and innovation of the food sector in Ireland.

Forging multi-year partnerships with suppliers is important to us as it offers stability for our partners and gives customers confidence that the products they love will be on our shelves, which is a win: win.

We continuously develop our existing supplier partnerships by sharing market insights and supporting the introduction of innovative products to meet the evolving needs of our customers.

Through Dunnhumby, our suppliers have access to comprehensive market insights and cutting-edge tools to develop market reach.

In addition, we are always on the lookout for promising new suppliers whose onboarding into Tesco is supported by our dedicated supplier development team.

We work hard to maintain the strong partnerships that we have built with our suppliers and are always looking at new ways to help them innovate and grow

Some of the ways we collaborate with them are through new product design, instore activations, promoting their brands through Clubcard offers, using customer insights and offering expertise from within Tesco’s technical teams to assist producers/suppliers who are looking to expand.

Q: With online shopping and convenience formats playing an increasingly important role in Irish retail, what opportunities do you see for suppliers in these fast-moving channels?

Joe Manning, commercial director, Tesco Ireland, addressing the attendees at the Tesco Supplier Conference 2025

A: We are really encouraged by the growth and momentum that we are seeing in our online business, and we’ve seen a strong period of growth coming out of the pandemic as customer shopping patterns changed.

We’ve built a very successful online business served by market leading technology, market leading capacity, and through launching new propositions to meet the evolving needs of the online customer, including Whoosh, our new rapid delivery service.

Research tells us that Irish consumers are increasingly relying on digital tools to do their grocery shopping, so it is imperative that suppliers are agile and ready to capitalise on the opportunities for growth in this area. Suppliers that focus on how their brand appears on the digital shelf edge have a much better chance of doing well online High quality product images and optimised product descriptions can make their products stand out. Harnessing the power of retail media will be crucial for them too. Suppliers should consider if they are well positioned to disrupt and ensure their products end up in our customers favourites.

Convenience is an important format for Tesco with our Express store numbers having grown by almost 30% over the past two years. Our Express stores are uniquely set up to meet the convenience needs of both on-the go and regular shoppers. Suppliers that understand

the opportunity for how their products could add value to our express ranges; trade planning and seasonal events will find themselves best placed to compete and do well in this space.

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

A: We recognise that climate change is the biggest environmental threat the world faces, and that we must act collaboratively with our supply base to mitigate our impact.

We have set a clear target to be a net zero business by 2035, and to cut emissions to zero by 2050, including those generated by the products we sell and across our supply chains.

We collaborate closely with our suppliers to minimize the environmental impact of the products we sell, tackling issues like packaging, food waste, raw material sourcing and much more.

We encourage and support our suppliers to measure, report and reduce their food waste as part of our work to halve food waste in our supply chain by 2030

We also support a number of certification schemes to ensure that certain products are produced with a focus on environmental

Tesco Supplier Conference 2025 winners

Award Categories 2025

stewardship, resource efficiency, and social responsibility

We also recognise that the sustainability journey for our suppliers is a challenging one and becomes more difficult for SMEs that may not have the internal resources needed to take action. Our teams are working closely with our suppliers to share knowledge and expertise on sustainability and support them as best we can through this transition.

Q: Diversity, equality, and inclusion (DE&I) were also important themes during the conference. How does DE&I contribute to Tesco’s broader business strategy, and in what ways can suppliers support or engage with these initiatives?

A: Inclusion is vital to how we work. By valuing individuality and uniqueness, we create a sense of belonging and - simply put - we believe diverse teams make better decisions and create greater value

Our goal is to build a workplace of equal opportunity; developing a diverse team that represents our evolving communities and a company culture that builds self-esteem and celebrates our colleagues’ unique individualities.

This also reflects in how we do business, partnering with brands that create products that best serve the diverse tapestry of modern Ireland.

Winners

Bakery supplier of the year Brennans

BWS supplier of the year Off Piste

Chilled & Dairy supplier of the year Danone, Nutricia Ireland

Convenience supplier of the year Mondelez

Frozen supplier of the year Unilever

Grocery and Pet supplier of the year JDE

Home supplier of the year Exertis Ireland

Household, Health & Beauty supplier of the year Unilever

Impulse supplier of the year Coke

LIF supplier of the year Britvic

MFP supplier of the year ABP

New Product launch of the Year Keohane's Seafood

Produce supplier of the year Country Crest

Retail media activation

Green Isle - The Fish Week

Overall supplier of the year Unilever

Danone wins ‘Chilled & Dairy Supplier of the Year 2025’

Danone being named Tesco Ireland’s Chilled & Dairy Supplier of the Year is a proud moment and a meaningful recognition of the dedication and effort our teams have put into the dairy category This award highlights our ongoing commitment to delivering high-quality products that meet the needs of today’s consumers, particularly in areas such as health and nutrition.

Over the past year, we have focused on developing new and improved dairy offerings, across our wide range of brands including the #1 yoghurt brand Activia as well as Actimel and GetPro, that offer functional support in terms of gut health1 and protein2, for Irish consumers. This reflects Danone’s desire to be a trusted choice for families and individuals looking for healthier options that don’t compromise on taste

Winning this award from Tesco, one of Ireland’s leading retailers, shows the strength of the partnership between our two companies and the impact of our shared goals. It acknowledges not only the quality of Danone’s products but also the care and attention that goes into every step of the process from innovation to execution.

For Danone, this recognition is more than just a title; it is a moment to celebrate the teams behind the scenes who work every day to make a difference in the lives of consumers. Being honoured by Tesco reinforces Danone’s position as a leader in the dairy sector and motivates us to continue pushing for excellence in the future.

Danone team

1Activia contains calcium which contributes to the normal function of digestive enzymes. Enjoy as part of healthy diet & balanced lifestyle

2Protein contributes to the maintenance and growth of muscle mass..

Unilever Ireland wins ‘Frozen supplier of the year 2025’, ‘Household, Health & Beauty supplier of the year 2025’ and ‘Overall supplier of the year 2025’

Unilever Ireland is honoured to receive this recognition from Tesco. This award is a testament to the strong partnership and collaboration we have built together over the years.

At the core of our relationship is a shared commitment to delivering joint value for the Tesco shopper We are proud to work alongside a partner that is transparent about its goals and ambitions—this openness has enabled us to align our efforts and innovate in new and exciting ways

We look forward to continuing to strengthen our partnership and to finding even more impactful ways to serve Tesco customers in the future.

Unilever Ireland team

Pictured Chilled & Dairy supplier of the year, Danone, Nutricia Ireland, with Tesco Ireland commercial director Joe Manning

Pictured Household, Health & Beauty Supplier of the Year, Unilever with Tesco Ireland commercial director Joe Manning

JDE Peet’s Ireland wins ‘Supplier of the Year 2025’

“We are very proud of being awarded Supplier of the Year for the grocery ambient category by Tesco Ireland for 2024/25. This pride stems from the fact that Tesco are a key customer of ours and they are recognising our efforts in creating value for them and for their shoppers.

Simplicity is one of our key values and we in JDE Peet’s have worked hard at becoming simple to do business with and this has served us well.

Accountability is another of our values and we have focussed on doing the basics right such as delivering orders on time and in full. We worked collaboratively with a cross-functional Tesco team to execute an ambitious joint business plan, and this served as a compass through the past year that led to impressive value creation. We are delighted that the high percentage of Irish consumers that are coffee lovers continue to enjoy Kenco, L’OR, Maxwell House and Tassimo and we are appreciative to Tesco for the role they play in enabling this.”

Ciarán Mollahan, managing director, JDE Peet’s Ireland

Mondelēz wins ‘Convenience Supplier of the Year 2025’

The entire Mondelez team were delighted to receive the Convenience Supplier of the Year Award from Tesco Ireland. Winning three supplier awards over the past five years demonstrates the mutual trust between Tesco and Mondelēz and determination to keep delivering sustainable growth year after year Relationship is key to a successful partnership, and we value our close relationship with the entire team in Tesco. From commercial to insights, marketing, activation to logistics each team member is key to a successful partnership There are far too many people to call out!

Over the past few years, we have worked with Tesco on key projects to excite shoppers either in store or online, from instore activations to front of store display solutions in Tesco express. Each day we work closely with a dedicated confectionery team in Tesco lead by Mark O’Brien who constantly raises the bar in standards and performance. Delivering for the shopper needs is essential and is always top of the agenda for both sides.

A big thank you to everyone in Tesco Ireland for your continued support. It is truly valued.

Many thanks for awarding Mondelēz Convenience supplier of the year for 2025. Looking forward to working with you in the future and exciting shoppers a little more every day.

Mondelēz Ireland team

Supplier of the Year 2025 JDE Peet’s Ireland with 2025 from Tesco Ireland commercial director, Joe Manning

Pictured Convenience Supplier of the Year, Mondelez, with Tesco Ireland commercial director Joe Manning

Supplier

Joe Manning, Commercial Director Tesco; Lisa McGlade, Senior Account Manager JDE Peet’s; and Ciarán Mollahan, Managing Director JDE Peet’s.

Country Crest wins ‘Produce Supplier of the Year 2025’

We were thrilled to be awarded ‘Produce Supplier of the Year 2025’ at the recent Tesco Ireland Supplier Conference. The conference provides a great opportunity to meet with the Tesco team and their 700 plus suppliers, sharing ideas and discussing how we can continue to deliver an exciting range of products to customers across Ireland. The awards are one of the highlights of the day, and receiving this recognition was a proud and memorable moment for our team.

We would like to extend a heartfelt thank you to the Tesco Ireland team who we work closely with throughout the year to ensure that a full range of high-quality potatoes, onions and sweet potatoes reaches Tesco shelves nationwide

We’re incredibly proud of our entire team. This award is a testament to the dedication of every employee across our company – and our growers – who all work tirelessly to grow, source, and deliver the very best produce for Tesco’s customers, particularly after what has been a very challenging season.

We’re honoured to have received this award from Tesco Ireland in recognition of our commitment to growing and delivering the best quality fresh produce

possible Tesco is the single largest retail buyer of Irish food and drink globally and we’re proud to have partnered with them for over 28 years. We look forward to continuing our strong relationship and to Country Crest continuing our long tradition of producing quality fresh produce whilst remaining at the forefront of innovation and sustainable food production.

Gabriel Hoey, co-owner, Country Crest

Britvic Ireland wins ‘Love Irish Food Supplier of The Year 2025’

Britvic Ireland, part of the Carlsberg Group, was proud to win the 2025 Love Irish Food Supplier of the Year Award.

With a proud heritage which can be traced back 229 years to the invention of soda water by founder Augustus Thwaites in Trinity College, Britvic Ireland champions an innovative mindset resulting in the development of an iconic portfolio of Irish brands including Club Orange, Miwadi, Ballygowan, TK, Cidona and Energise

A founding member of Love Irish Food and proudly committed to local production, today Britvic Ireland is the largest soft drinks manufacturer in the Republic of Ireland employing in the region of 480 people 85% of sold products are bottled locally across two production sites in Dublin and Newcastlewest, Co Limerick. The sustainability of this supply model is supported by eco-friendly credentials including 10 years as a certified member of Origin Green.

Local production is supported by a full support model including R&D which allows Britvic Ireland to develop drinks capitalising on the best of Irish natural resources such as Ballygowan Natural Mineral Water and tailored to local tastes resulting in successes, such as Ballygowan Hint of Fruit which reached #1 Share of the flavoured water market within 3 years of launch.

Britvic team

Pictured Produce Supplier of the Year, Country Crest, with Tesco Ireland commercial director Joe Manning

Gabriel and Michael Hoey. Country Crest

Pictured at the awards with Tesco Ireland commercial director Joe Manning are Alan Lambe, national account manager and Eoin Nevin, head of grocery sales

Donegal Catch wins Retail Media Activation 2025

We were proud to share that our National Fish Week campaign has been honoured with the Retail Media Activation Award at the Tesco Annual Supplier Conference. This award is a testament to the outstanding collaboration, creativity, and execution by all teams involved.

Guided by the insight that shoppers are increasingly seeking inspiration in the frozen food aisle, we identified a timely opportunity to establish a new “meal for tonight” occasion. The campaign championed the enduring appeal of Fish and Chips - a familiar favourite with broad appeal - as a convenient and delicious dinnertime solution.

Our challenge was to bring this idea to life through a campaign that was not only visually compelling but also motivating for shoppers, to drive category growth.

The result was a fully integrated, omni-channel activation that spanned, in-store execution. This featured bespoke point-of-sale kits that brought the campaign to life at shelf, digital amplification across Tesco and Donegal Catch’s social media and digital platforms and tactical in-store sampling. This encouraged trial and drove immediate engagement.

This cohesive, multi-touchpoint strategy resonated with shoppers, successfully engaging new customers while increasing purchase frequency and basket size among existing ones. By aligning brand storytelling with shopper behaviour, we delivered measurable growth for both Donegal Catch and the wider frozen fish category We are incredibly proud of this achievement and grateful for the strong partnership with Tesco and the tireless efforts of everyone who contributed to making National Fish Week a standout activation.

Donegal Catch team ■

Retail Media Activation, Green Isle - The Fish Week, with Joe Manning, commercial director, Tesco Ireland

Staying ahead of the competition

Hiring a Public Relations (PR) and Marketing firm is vital for businesses aiming to grow, build credibility, and maintain a competitive edge, writes Donna Ahern

These firms bring specialised expertise in crafting compelling brand narratives, managing media relationships, and executing strategic campaigns that resonate with target audiences. Their deep understanding of market trends and consumer behaviour allows them to position a brand effectively and differentiate it from competitors.

A well-executed PR strategy enhances a company’s reputation and builds trust with stakeholders. In times of crisis, PR professionals are essential for managing communications, mitigating damage, and restoring public confidence. Marketing experts, on the other hand, develop data-driven campaigns that increase visibility, drive sales,

and boost return on investment through digital platforms, content creation, SEO, and social media management.

Speaking with ShelfLife, Paul Hand, president, Public Relations Institute of Ireland (PRII), said: “The public relations sector in Ireland has proud and deep roots, and PR and communications practitioners have been at the forefront of developing and safeguarding the nation’s leading brands through the decades.”

“The Public Relations Institute of Ireland is implementing its recently launched five-year strategic plan, designed to support sector growth and deepen recognition of the value and contribution of the communications sector Amid sharp national and global

challenges posed to many brands in 2025, PR and communications practitioners have an indispensable role to play as problem-solvers for the clients and organisations we serve.”

Outsourcing to a PR & Marketing firm also saves time and resources, allowing internal teams to focus on core business functions. These firms often have access to networks and tools that in-house teams may lack, ensuring more efficient and impactful results. Ultimately, investing in PR and Marketing services helps businesses not only survive but thrive in an increasingly crowded and fastpaced market. It’s a strategic move that supports long-term growth, brand loyalty and sustained public engagement.

A& with

Sarah Costello, Group Director, Hunter Media Group

Q: What sets Hunter Media Group apart from other PR firms in terms of strategy, results, or industry specialisation?

A: Hunter Media Group offers an integrated, full-service approach that combines the strengths of Hunter Communications, The Collaborations Agency, and Social Content HQ This allows us to move beyond siloed PR, instead delivering seamless campaigns that blend media relations, influencer marketing, and social-first content creation under one roof What sets us apart is our ability to strategically connect creativity with commercial results—we don’t just generate buzz, we build brand equity. Our team brings deep category experience across lifestyle, food and beverage, fashion and wellness, making us agile and effective across multiple sectors.

Q: Can you share specific examples or case studies of successful campaigns you’ve executed, and what measurable impact they had.

A: One recent standout campaign the team executed was our work with Sky and NOW to support the launch of The White Lotus Series 3, streaming weekly on the NOW Entertainment Membership Our brief was to complement the wider ATL campaign with digital activity that positioned the premiere as an unmissable cultural moment—and maintained consistent in-season momentum.

We created a two-phase strategy:

(1) Driving excitement around the launch through an innovative creator-led activation tapping into the themes of the new series. >> Sarah Costello

(2) Sustaining talkability throughout the season by carefully selecting creators who could authentically unpack the show’s themes, characters, and key plot twists— sparking ongoing, organic engagement across social media.

This strategic layering of hype and depth kept The White Lotus front-and-centre in online conversations. The campaign resulted in above-benchmark engagement, strong audience alignment across lifestyle and pop culture avenues, and contributed to a significant uplift in brand mentions and series buzz during the season window.

Q: How do you tailor your PR approach to different industries or business sizes, especially startups or growing brands?

A: We take a bespoke approach with every client—whether they’re an early-stage startup or an established international brand. For smaller or growing businesses, we focus on efficient, high-impact activity: earned media placement in key titles, strategic influencer activations, and cost-effective content creation that maximises return on investment. For larger brands, we offer layered campaigns

Hunter Media Group

Sarah Costello

FACT FILE

with broader amplification and deeper storytelling. Regardless of size, our process always begins with a detailed discovery phase to align on goals, tone, audience, and budget—ensuring that our PR strategies are always relevant and results-focused.

Q: What channels and tactics do you use beyond traditional media outreach (e.g., influencer relations, digital PR, content strategy)?

A: Our strength lies in blending traditional PR with modern amplification tactics. In addition to media relations, we leverage:

• Influencer partnerships (both macro and micro)

• UGC creation and social-first content strategy

• Thought leadership, brand storytelling, and owned content strategy

• Event PR & Activations – Crafting meaningful, in-person brand experiences that spark emotional connections and build lasting brand affinity with the right audiences

• Paid amplification to extend the reach of

earned and owned content

This multi-channel approach ensures brand messaging lands where audiences livewhether that’s online, on social, or in print.

Q: Crisis management is a critical component of effective public relations— can you walk us through your agency’s approach to handling high-pressure situations and maintaining brand reputation during a crisis?

A: At Hunter Media Group, crisis management begins long before a crisis hits. We work proactively with clients to identify potential risks, establish response protocols, and align internal communications teams. In a high-pressure moment, we prioritise speed, clarity, and control—delivering holding statements, guiding executive spokespeople, and managing stakeholder communication. Our cross-functional structure allows us to address the crisis from all sides. We believe that transparent, well-timed communication is key to weathering reputational storms and often helps brands emerge stronger and more trusted.

Established: 2024

Contact name: Sarah Costello

Phone: +353 (0)87 9239100

Email: sarah.costello@huntermediagroup.ie

Website: www.huntermediagroup.ie

Social media: Instagram: @hunter.media.group

TikTok: @hunter.media.group Linkedin: @hunter-mediagroup

Client list: White Claw, Más+ by Messi, Kerrygold, Frank & Honest, Tayto, Hunky Dorys, Popchips, O’Donnells, Huel, VITHIT, Happy Pear, Caramico, Clean Cut, Donnybrook Fair, FREENOW, Russell & Bromley, Ballymore, NJO Jewellery, Sky and Now.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Hunter Media Group (HMG) proudly marks its second year as a leading presence in the media and communications landscape Since its establishment, HMG has seamlessly brought together the capabilities of Hunter Communications, The Collaborations Agency, and Social Content HQ into one unified brand, combining decades of experience to deliver an integrated suite of services spanning public relations, influencer marketing, and content creation.

We tailor our offerings to meet the unique needs and budgets of each client, providing both ongoing strategic support and projectbased consultancy across a diverse range of sectors, including FMCG, fashion, beauty, sport, entertainment, and lifestyle Our multi-channel approach ensures brand messaging is effectively delivered across all key platforms - digital, social, and print - reaching audiences in the spaces they frequent most.

From concept to execution, HMG offers end-to-end solutions designed to build impactful and enduring brand campaigns. Our one-stopshop model has proven especially valuable for clients, streamlining communication, accelerating delivery, and ensuring campaigns run smoothly and cohesively from start to finish.

PR & Marketing CATEGORY FOCUS

Aspire PR & Marketing

Ann-Marie Sheehan

FACT

FILE

Established: 2006

Contact name: Ann-Marie Sheehan

Phone: +353 (0)87 2985569

Email: annmarie@aspire-pr.com

Social media: https://www.instagram.com/aspirepr1/

Client list: Dubco Ireland Credit Union, Bay Broadcasting (Radio Nova, Ireland’s Classic Hits Radio), Business & Finance (Spider Awards, Business & Finance Awards, ESG Awards, FS Awards, Sutherland Award, Diversity in Tech Awards), TechFoundHer, Lawlor’s of Naas Hotel, Irish Writers Centre, OFS Global Energy Solutions, Kola Digital.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: FMCG brands and service clients effectively reach and engage their target audiences. Working with leading names, Aspire has crafted tailored communications strategies that amplify brand presence across multiple channels. Whether through dynamic media relations, creative content campaigns, or strategic partnerships, Aspire’s deep understanding of audience behaviour and brand positioning has ensured that every message not only resonates but drives real engagement. Our campaigns have connected brands with loyal consumers, boosted brand awareness, and maintained strong media relationships critical to sustained visibility

Our work with clients in the financial and membership sectors, has been equally impactful. By promoting key milestones such as award wins, innovative financing solutions, and community initiatives, Aspire has successfully positioned these brands as trusted leaders in their fields. Through targeted PR activity, award submissions, and thought leadership content, Aspire has enabled these organisations to achieve prestigious industry recognition while strengthening their reputations. The consistent delivery of high-quality, strategic communications reflects Aspire’s commitment to helping every client, across diverse industries, reach their audiences with clarity, creativity, and measurable success

Elevator

Michael McCrory

FACT FILE

Established: 1995

Contact name: Michael McCrory

Phone: +44 7426555928

Email: michael@elevatorpromotions.com

Website: https://www.elevatorpromotions.com/

Social media: https://www.instagram.com/elevator_pm/

Client list: AG Barr, BOOST, United Wines, GM Marketing, Favourit Herbs and Spices, Elephant Rock Hotel, Tayto (NI), Translink, Pizza Crew, Antrim Coast Half Marathon, Mallon’s Foods, Dale Farm, Freixenet, McGuigan Wines, Heineken, Hafner’s, Holiday World Show.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Elevator is an all-Ireland agency which has helped FMCG businesses reach its customers and retainers for 30 years. Elevator is a boutique agency which allows us to make our client’s budgets go further and work harder

We are a solutions-driven creative agency made up of like-minded individuals who share a passion for creating meaningful campaigns and activations. We deliver a wide range of services including on-pack promotions, social media management, experiential marketing and PR to some leading brands and businesses across NI, ROI and GB.

Most of our clients have been with us for a very long time They know they can count on us to deliver on time and on budget. We don’t believe one size fits all. Every single brief is looked at individually and gets our time, energy, experience and expertise to devise a custombuilt solution.

Every campaign and how it is rolled out for our clients, to their your customers and through their routes to market, is made to measure. We genuinely care about our clients’ brands and the campaigns we create for them. In fact, it’s not an overstatement to say we care about their brands like they are our own!

42 CATEGORY FOCUS PR

Jailbird Communications

FACT FILE

Established: 2020

Contact name: Julie Blakeney

Phone: +353 (0)86 3420794

Email: julie@hellojailbird.com

Website: www.jailbird.ie

Social media: @hellojailbird Instagram, Jailbird Comms, LinkedIn

Client list: Bulmers, Budweiser, Corona, Teeling Whiskey, Lyons Tea, Pukka Tea, HelloFresh.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: At Jailbird Communications, we use our insights, expertise in the culture, and innate creativity to solve business problems and achieve our clients’ bottom-line goals.

Creativity and ‘sticky ideas’ are need central to all our work to be truly effective in the busy and ever-changing world of marketing and FMCG communications.

Consumers are faced with a deluge of information day in and day out. It’s only the ideas, content, and messages that stand out from the crowd that resonate and result in sales.

Our work not only focuses on the need for impactful, creative plans but also complements other areas such as paid media. In a world where the algorithm dictates who gets seen and heard, it’s critical for us to have a comprehensive knowledge of how digital spending can change and shape campaigns.

We work with both media and content creators to deliver earned and paid-for campaigns that we know will reach people in the most compelling way possible

Morrow Communications

FACT FILE

Established: 1985

Contact name: Nicola McClean, Company Director

Phone: +44 (0)2890 393837

Email: n.mcclean@morrowcommunications.com Website: morrowcommunications.com

Social media: @morrowcomms on Instagram and X, @MorrowCommunications on Facebook and LinkedIn

Client list: We have in depth experience in the agri-food, retail and hospitality sectors, having worked with clients including Dale Farm, Pilgrim’s Europe (Moy Park), Trouw Nutrition, Flahavan’s, Asda, Barista Bar, Neill’s Flour and Greggs.

Nicola McClean, Company Director

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: With a team of 35 talented professionals, across PR, social media, graphic design, branding, video production and events, we thrive on combining creative ideas with expertise to deliver outstanding results for our clients.

This year is a very special one for us, as we celebrate 40 years of success by pushing the boundaries of what creative communications can do for our clients.

In the past year, and in fact, for the past four decades, our focus for FMCG brands has been on maximising opportunities and overcoming challenges.

We’re passionate about retail and business, with a keen eye for commerciality We act as our clients trusted advisors - their eyes and ears on the ground, helping them win hearts and minds, creating awareness, building loyalty and ultimately driving sales.

We work as an extension of our clients’ teams, helping to identify and seize PR opportunities to ensure the media spotlight is always on. Our account teams play a dual role, thinking like customers, while acting as colleagues to our clients. In short, our role embraces everything – from profiling products, handling crisis, to managing corporate relations and consumer/digital/social campaigns.

Retail customers may be notoriously fickle and shopping trends continue to change, but we work hard to give the brands we represent a strong and trusted identity with the audiences they want to reach.

Our reputation for building trust is well recognised amongst clients and the industry alike, with some fantastic awards under our belt, including CIPR ‘Consultancy Team of the Year’ five times in the last ten years.

Julie Blakeney

Thinkhouse

Jane McDaid

FACT FILE

Established: 2001

Contact name: Jane McDaid

Phone: +353 (0)1 420 0070

Email: hello@thinkhousehq.com

Website: www.thinkhousehq.com

Social media: https://www.instagram.com/thinkhouse/

Client list: Heineken Ireland, Barry’s Tea, Keelings, Irish Distillers, Unilever, Musgrave, innocent, Bord Bia and more.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: THINKHOUSE grows brands - over two decades we’ve partnered with major brands to navigate the changing media and cultural landscapes with insight-first FAME campaigns that drive revenue, grow trust and build powerful brands. THINKHOUSE’s digital-first creative communications services includes through the line strategy, planning and creative communications services. The Youth Lab is THINKHOUSE’s insights department. The Youth Lab informs clients on emerging food & drink culture influencing how food & drink brands innovate, recruit new audiences into their brand and remain relevant.

Presence Plus

FACT FILE

Established: 2003

Contact name: Joanne Byrne

Phone: +353 (0)87 2494668

Email: joannebyrne@presence.ie

Website: www.presenceplus.ie

Social media: @presenceplus - instagram/ tiktok

Client list: Ah wines, Black Tower, Bend in the River, Currys, Chopped, Decathlon, Dublin Horse Show, Emerald Park, Flogas, Flyefit, Green Isle, The G, Ideal Home Show, Jervis, Lindt, Leonardo Hotels, The Morrison, NYX, New Dimensions Active, ODEON, The Skin Diary, The Unicorn.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: We worked with Amy Huberman and the team at Ah wines for the launch of her brand through sampling and gifting, handling a launch event and looking for opportunities to highlight the brand. We secured two print covers for Amy with VIP and Sunday Independent where she was able to talk about her new venture as well as talking to Dave Moore on Today FM and recording a piece of social content.

Masonry PR

FACT FILE

Established: 2003

Contact name: Kathryn Mason

Phone: +353 (0)87 2627977

Email: km@masonry.ie

Website: www.masonry.ie

Social media: @masonry_pr

Client list: RTÉ Press Office, The Powerscourt Distillery MCD Productions, Gaiety Theatre, IMRO Radio Awards, Connick Ski.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: Forget the fluff In the past year, we’ve been laser-focused on getting FMCG messages heard by the right people Looking at our clients work www.masonry.ie, you’ll see we cut through the noise with smart media relations and engaging social content. We don’t just talk; we make sure your brand story lands where it counts, driving visibility and connection with your target consumers. It’s about clear communication and getting results, plain and simple

FACT FILE

Established: 1984

Contact name: Maeve Governey

Phone: +353 (0)86 8057884

Email: maeve@walshpr.ie

Website: www.walshpr.ie

Social media: @walshpr

Client list: Food related: Flahavan’s, Tirlán, Golden Bake, Boyne Valley, Linwoods, GIY and An Taisce.

Q: In the past year, how has your company demonstrated your expertise in enabling FMCG brands to get their message across to their target audience?

A: This past year, we have helped FMCG brands effectively connect with their audiences through a strategic mix of influencer partnerships, social media activation, and brand collaborations. We’ve invested in influencer engagement through tailored partnerships and events, bringing clients’ brands to life in ways that feel authentic and resonate with diverse audiences. While there may be broader discussions around influencer authenticity, these individuals are followed for a reason—because they connect.

Our approach ensures that even within a broad product portfolio, such as Avonmore’s range of milks or Flahavan’s range of Oat products, we align the right influencer to the right audience, allowing for natural, relevant engagement. This nuanced matching process is where our expertise comes to the fore

We’ve adapted strategies to meet evolving behaviours of value-driven consumers. With fewer shoppers committing to a single retailer, we’ve leaned into social platforms to inform consumers where promotions are happening, meeting them where they are with timely, relevant content.

Social allows us to deepen brand affinity by sharing behind-the-scenes content and evoking nostalgia—especially effective for the beloved, long-standing family brands we support. By rolling out smart brand collaborations, we’ve helped clients cross-pollinate audiences and stretch precious marketing budgets further

There’s nothing quite like getting product samples into consumers hands. We are constantly on the lookout for opportunities to activate client products in person, tapping into cultural and lifestyle trends like run clubs for health-conscious brands. These real-world interactions help foster trial and advocacy in a way that’s immediate, memorable, and impactful. ■

Kathryn Mason

Walsh PR

Maeve Governey

Today’s Women in Grocery (TWIG) networking lunch 2025

The recent annual TWIG networking lunch has raised over €100,000 for an industry wide grocery benevolent fund that assists colleagues in need. The glamourous event took place on 2 May at the Dublin Royal Convention Centre with 620 guests from across the grocery, trade and food and drinks sector in Ireland.

The networking lunch, which is a key

charitable event in the Irish Grocers’ Benevolent Fund (IGBF) calendar, raised over €25,000 from the raffle on the day.

The 2025 fundraiser theme - ‘Courageous Conversations’ – saw powerful discussions take place around the challenges and opportunities within the professional lives of some of those working at senior levels in the industry and was compered by Sonya Lennon.

The panel discussion featured Mandy Hennebry, Director of Consumer Business Ireland at Tirlán, Ciara Foxton, Managing Director Circle K Ireland, Aaron Crinion, Managing Director, Kraft Heinz Ireland, Fiona Uyema, CEO & Founder, Fused by Fiona, and Caoimhe McCabe, Commercial Director Take Home Trade, Revenue & Category Diageo IOI. ■

(L-R) Áine Cheanainn and Julie Dickens

(L-R) Anne-Marie Mulleri and Emma Priestman

Ciara Murphy and Hazel Crowley

(L-R) Aisling Brennan, Ann Rose Eng and Niamh Burke

(L-R) Brigid O’Neill and Alison O’Doherty

Ciara Witter

(L-R) Alexandra Dogaru and Jade Kearsey

(L-R) Caoimhe McCabe, Mary McBride and Ciara Foxton

Dee Cunniam and Lynne Andrews

Worth a packet

As Ireland approaches the BBQ and picnic season, rising demand combined with shifting consumer preferences offers a prime opportunity for growth and innovation in the snack sector, Donna Ahern reports

The Irish crisps and snacks market is experiencing significant growth, particularly as the summer season approaches.

According to the most recent research from Statista.com, In Ireland, the Snack Food Market is seeing a rise in demand for healthier and more sustainable snack options. This trend aligns with the global shift towards healthier eating habits and conscious consumption. To cater to this demand, industry stakeholders are introducing new product lines with natural, organic, and plantbased ingredients. Additionally, there is a growing trend of snack companies partnering with local farmers and focusing on sustainable

Continuous innovation and creativity

2025 is shaping up to be another remarkable year for Ireland’s top crisps and snacks brand*, Tayto, as they continue to bring innovation and creativity to the snacking category

Starting in true New Year fashion, there was a focus on the Tayto lighter choices range with a portfolio activity featuring their Tayto Lentil Chips, Treble Crunch and popcorn sub brands. This was spear headed with a robust marketing campaign for Irelands No 1 lentil

sourcing and packaging.

The data indicates that these trends are not only significant for the health and well-being of consumers, but also for the sustainability and competitiveness of the snack food industry in Ireland. As consumers become more conscious about their food choices, industry stakeholders will need to continue adapting and innovating to stay relevant in the market.

Despite the surge in new product development and healthier snack innovations,

chips brand*, Tayto Lentil Chips across TV, BVOD and digital audio

As 2025 progressed, love was in the air and Tayto brought back one of 2024’s top ranking NPD lines, Tayto Hearts. These spicy heart shaped limited-edition snacks were supported with a comprehensive PR and social campaign.

Tayto has enhanced their multipack offerings with the introduction of flow-wrap packaging across several products, achieving an impressive 30%+ reduction in packaging. This eco-friendly initiative reflects the brand’s

Irish consumers remain strongly loyal to their favourite traditional brands. Familiar household names continue to dominate the market, reflecting deep-rooted brand loyalty and nostalgic preferences.

As Ireland enters the BBQ and picnic season, the combination of increased demand and evolving consumer preferences presents a prime opportunity for retailers and manufacturers to capitalise on the growing snack market.

commitment to sustainability in an evolving marketplace. Also, For the first time ever, Tayto Jonnie Onion Rings and Tayto Prawn Cocktail are now available in a convenient sixpack format. These beloved classics are poised to attract consumers and drive incremental sales.

Tayto’s ‘Add some Crunch to your lunch’ campaign also continues for another year, strategically targeting the lunch time purchase occasion through a nationwide radio partnership across multiple stations, engaging consumers with time focused radio ads.

Following the successful launch of Tayto Cornados in 2024, Tayto have introduced a new spicy flavour in the range This cornbased snack will be supported by a dynamic marketing campaign from May to June, featuring an exciting new product focused TV advert aimed at captivating consumers and generating buzz. This is a fantastic opportunity to engage consumers with seven out 10 stating they would buy this flavour**!

Demand for Tayto’s limited-edition crisps continue to grow with previous releases selling out quickly This year’s exciting flavour which is due to land in-store this summer offers the same potential. Retailers are encouraged to stock up at launch to meet the anticipated high demand!

As you can see Mr Tayto has had a busy first half of the year! Stay alert for exciting

48 CATEGORY FOCUS Crisps & Snacks

developments from the Tayto brand and make sure your shelves are well-stocked with the full Tayto range to enjoy a boost in sales for the remainder of 2025.

Source: *Based in part on data reported by NIQ through Nielsen IQ Database for Crisps, Snacks, Nuts & Popcorn market for 52-week period ending 23 March 2025, for Ireland Multiples and Retail Channels. Copyright © 2025 **Eolas Consumer Taste Test January 2025.

‘Go Hunky Dorys or Go Home!’

Hunky Dorys, Ireland’s No.1 crinkle cut crisp brand*, kicked off 2025 with its “Rugby Roulette” competition aligned to the at home rugby snacking occasion. Thousands of consumers entered their competition, spinning the wheel for a chance to win exciting prizes. The campaign was executed through in-store activations and across social media, reinforcing Hunky Dorys’ as the preferred snack choice for rugby fans.

Renowned for its big bold flavours, Hunky Dorys have just launched its new Hot & Spicy flavour crisps! This fiery flavour launched with a high-impact, 360-degree marketing campaign featuring the return of the iconic ‘Christy the Crinkler’ TV advert, eye catching out of home displays, content creator partnerships, and engaging in-store POS. With impulse and sharing-size packs available in trade, this new flavour looks set to be a fan favourite.

Hunky Dorys will continue to engage shoppers with their new flavour and in store executions and retailers are encouraged to stock up and prepare for a busy summer ahead!

Source: *Based in part on data reported by NIQ through Nielsen IQ Database for Crisps, Snacks, Nuts & Popcorn market for 52-week period ending 23 March 2025, for Ireland Multiples and Retail Channels. Copyright © 2025

Ireland’s top hand cooked crisp brand

O’Donnells Hand Cooked Crisps have cemented their place as the top hand cooked crisp brand in Ireland, commanding a 12.1% value market share* Over the past 15 years, O’Donnells has captured the hearts of Irish consumers with its superior quality and premium range of flavours.

The O’Donnell family hails from Seskin Farm, Co Tipperary and has over 300 years of expertise, passed down through seven generations, perfecting the art of potato growing, yielding the finest quality handcooked crisps that fans of the brand have come to expect.

O’Donnells holds the esteemed position of being Ireland’s most honoured crisp brand. O’Donnells has garnered 12 esteemed awards

Cheez-It unveils new Cheese, Sour Cream & Onion flavour in Ireland

Cheese enthusiasts, get ready for a new taste sensation! Following the overwhelming success of its initial launch, the $1 billion American snack brand - Cheez-It - is thrilled to introduce a brand-new flavour to the Irish market: Cheese, Sour Cream & Onion flavour1

This latest addition promises to deliver the same irresistible crunch and cheesy goodness that fans adore, now enhanced with the tangy zest of sour cream and the savoury hint of onion. Baked with 100% real cheese, Cheez-It Snap’d offers a perfectly thin and crispy snack that’s both delicious and satisfying.

Since its debut in Ireland, Cheez-It Snap’d has quickly become a favourite. In the latest 24 weeks to the 26 January, Cheez-It has contributed 48% of value growth in the Crisp category2. The new Cheese, Sour Cream & Onion flavour is set to continue this trend, providing snack lovers with another delectable option.

Launching nationwide in early April 2025, this new flavour is perfect for any occasion, whether it’s a party, an afternoon snack, or a savoury treat.

Ann Rose, senior brand manager, said: “We’re absolutely delighted to bring another exciting flavour to Ireland! Given the fantastic response to our initial launch, we’re confident that Cheese, Sour Cream & Onion flavour will be a hit with our Irish fans, as an already firm favourite flavour with the Irish consumer.”

including 4 Great Taste Awards, 3 Irish Quality Food Awards and five Free From Food Awards. These prestigious accolades serve as a testament to the exceptional quality offered by Ireland’s favourite hand cooked crisp brand**.

As we welcome longer days and warmer temperatures, O’Donnells is excited to engage with consumers during their social dining experiences. O’Donnells is proudly partnering with the Ballymaloe Food Festival in May, engaging with fellow food enthusiasts both on and offline Furthermore, O’Donnells will return to showcase at Bord Bia Bloom in June this year, we warmly welcome you to pop by and say hello!

Cheez-It Cheese & Chilli (120g and 40g), Double Cheese (120g and 40g) and Cheese Sour Cream & Onion (120g) are available from all major stockists in Ireland.

1. Cheez-It Sales, 52w/e 28 October 2023, Total US x AOC + Conv, Nielsen.

2. Nielsen ScanTrack, L24wks to 26 January 2025.

O’Donnells continues to feature on the national airwaves with lunchtime sponsorship on Today FM, running weekdays from 12pm-2pm, building mental availability during the lunchtime snacking occasion.

For summer gatherings with friends, O’Donnells crisps are the ultimate choice!

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

Cheez-It new Cheese, Sour Cream & Onion flavour

‘Go Hunky Dorys or Go Home!

50 CATEGORY FOCUS Crisps & Snacks

New to the collection, all the cheese, designed by Proper

Cheese lovers rejoice; the fastest growing major snack brand is shaking up the snack aisle once again. This time, taking on an alltime favourite flavour by designing their first ever cheese range

Cheese is a national treasure, widely loved by the Irish and Brits, and this is also the case for cheese snacks. Dairy is in-fact the biggest flavour in crisps, snacks and nuts with over £750 million (€881,850) spent on cheese-flavoured snacks every year Proper is tapping into this demand with its new cheese collection.

When others do cheese Proper brings you All the Cheese Lentil Chips. A homage to the fromage that blends Cheddar, Emmental Mozzarella and Gouda into a crispy savoury snack.

While the popcorn market has long been led by sweet flavours, Proper sees a major opportunity to bring real cheese to the popcorn aisle, leading the way in flavourpacked snacking by launching Mature Cheddar Popcorn. A golden cascade of rich, tangy mature cheddar that offers a lighter high fibre alternative to traditional cheese flavoured snacks.

Both new products are available in

Can you handle the heat?

Keogh’s has seen phenomenal growth in 2024, growing eight times ahead of the market*, with unique flavour profiles and quality being key drivers of the grá for the Irish brand in the hearts and minds of consumers. Keogh’s noted that it is thrilled to share its new innovation coming this Summer 2025 – Ghost Chilli & Sour Cream.

A fusion of elements inspires this flavourfrom the award-winning success of its Sweet Chilli and its Shamrock & Sour Cream flavours to global trends highlighting the desire for thrill-seeking experiences. The fiery heat of ghost chillies is balanced with the cooling tang of sour cream appealing to adventurous snackers and spice lovers alike.

sharing bags and single-serve formats, launched in May are available from Dunnes, SuperValu, and Centra stores.

Founded in 2011 by Cassandra Stavrou, Proper is part of Proper Snacks. Known for its award-winning popcorn and lentil chip ranges, particularly their top-selling Sweet & Salty Popcorn. With £62,9 million (€73,9 million) RSV and 7% growth yearon-year, Proper continues to redefine modern snacking.

Crafted in small batches on the family farm in North County Dublin, Keogh’s select only the best potatoes for superior quality and taste, gently cooked using the finest quality of high oleic sunflower oil. Its partnerships with local Irish suppliers create the delicious flavours and distinctive taste Keogh’s is worldfamous for - the ghost chillies are grown specifically for Keogh’s by Taylor’s of Lusk. Ghost Chilli & Sour Cream will be launched at Bord Bia Bloom, in the Pheonix Park from 29 May – 2 June and available nationwide Be sure to get them while they’re hot – If You Keogh, You Know!

Source: Nielsen 12 wks w/e 29.12.2024

‘Fan favourites’

Manhattan Popcorn, Ireland’s number 1 and ‘best loved Popcorn on the market. Since 1957 the O’Neill family has been developing the Manhattan brand and products to be the best they can be while remaining an Irish familyowned business across three generations.

The Manhattan Popcorn range has been a fan favourite since the beginning. It is made from premium quality corn and is popped to perfection. The unique flavour of the popcorn brings you the perfect freshly popped salted popcorn experience.

Manhattan Salted Popcorn is the original (OG) of the Manhattan range It is Genetically Modified Organisms (GMO) free and suitable for both vegetarians and vegans. The ingredients that are used are simple just corn, oil and a little salt, with nothing else needed. There is no better snack!

New to the Manhattan range are their Onion Rings which are growing in popularity, so much so that a 100g share bag has been added alongside the 45g size. This new addition was a great success on social media when it originally launched and is becoming available in more and more shops. Packed with flavour, like the Manhattan Crisps, these are fast becoming another fan favourite.

All the Cheese Lentil Chips and Mature Cheese Popcorn

Keogh’s Ghost Chilli & Sour Cream

Keogh’s range

Manhattan Popcorn

Manhattan Cheese & Onion crisps

Manhattan Onion Rings

52 CATEGORY FOCUS Crisps & Snacks

Takis ‘set to paint aisles blue with launch of Blue Heat

The fastest-22 growing snack brand with cult following, Takis is set to spice up aisles up and down the country with the launch of Blue Heat – the latest addition to its bold and intensely flavoured range of rolled tortilla chips. Following huge success in international markets, the striking blue snack that is the brand’s number two flavour in the US,23 is now available nationwide, rolling out through the convenience channel via wholesalers.

The launch taps into the continued demand for spicy snacks in the UK. The bagged snacks category continues to grow and is now worth £4,19 billion (€4,93 billion) in value24 , and within that, the ‘Heat’ segment is outperforming total crisps at +9% value sales in the last year25 Takis is perfectly placed to cater to this demand as the brand is outperforming the market, growing in value sales by 10% in the last year26

1. Circana – Total Market 52 & 12 w.e 24.11.24

Becky Allan, marketing manager, Takis, said: “There is no denying that UK consumers love a bit of spice. Gen Z in particular are leading the way with this and becoming more adventurous in their snack options. Takis Blue Heat has already seen incredible success in international markets, garnering a huge cult following. With its unmatched intensity across heat, flavour and visual appeal this new launch is set to resonate strongly with UK consumers and drive further growth within the category.” Already a fan favourite across the globe, Takis Blue Heat delivers an explosive combination of chilli and lime flavours, designed for those who crave adventure in their snacking experience. The bold new offering joins the brand’s popular lineup, which includes best-sellers Fuego and Dragon Sweet Chilli.

About Takis:

Takis has over 15 flavours in its range globally, including Dragon Sweet Chilli and Spicy Fajita.

53 Crisps & Snacks CATEGORY FOCUS

It has also expanded into Hot Nuts with its Fuego and Flare flavour varieties.

Takis – The Most Intense Snack in Town

Do you have what it takes to handle the intensity of Takis rolled tortilla chips? Are you able to stand a crunchy bite of our full-on flavour? Because these are no ordinary corn chips. Takis chips are only for the strong. The brave. The daring.

For more information, contact Takis at takis@wildcard.co.uk

Becky Allan, marketing manager, Takis

Market Overview

Snacks are growing at a rate of +2% value sales year-on-year and Takis sales over-index on distribution1

The crisps and bagged snacks market is a huge profit driver for retailers, operating in a value category that is worth £4.19 billion (€4,93 billion) YTD (a 2% value increase YoY), seeing 2.84 billion packs sold a year2

Category volume retail sales of crisps, savoury snacks and nuts are up 4% compared to pre-COVID levels in 2019, even when factoring in the cost-of-living challenges that consumers have faced over the last two years3 The category has been shielded from cutbacks for several reasons – snacks constitute a relatively small percentage of household

shopping expenditure, the UK has a strong snacking culture, there is ample scope for trading down within the category and the rate of NPD from the major brands keeps consumers interested and engaged4

Category value sales grew by 14% in 2023, following on from the 12% increase seen in 2022, to reach £6 billion5 This is largely due to increased prices and the impact of inflation. In fact, the category could have experienced even more value growth were it not for consumers trading down, with own-label gaining volume share in crisps/crisp-style snacks and popcorn6

While volume sales have been limited by cost-of-living pressures, they have still done remarkably well, with sales keeping above their pre-COVID level in 20197 It is expected that the crisps, savoury snacks and nuts market will experience growth of 18% between 2023 and 2028 to reach a value of more than £7 billion8 (€8.23 million).

As for Takis, the brand has experienced YoY >>

Becky Allan, marketing manager, Takis

54 CATEGORY FOCUS Crisps & Snacks

growth of 10% value and 15% volume, selling seven million packs in the UK, with Fuego landing as its number 1 flavour9

The category has been heavily impacted by inflation; when looking specifically at crisps, it was running at 11.8% in December 2023 compared to 8% for all food10 In fact, high inflation has been the main driver of value sales growth in 2023 although it is expected to come down this year (2024), which will in turn slow down value retail sales.

Own label is impacting most categories, and the snacking category is not exempt. Young families, the so-called middle-classes and retirees are the consumers favouring ownlabel over branded – most likely because they are more budget conscious than any other group11

Trends

Intense flavours will continue to dominate –35% of consumers say they buy intensely flavoured crisps and bagged snacks because they like spice, 30% because they like intense flavours and 33% because they like to explore new flavours12 This makes clear that NPD around intense flavour will be key to maintaining consumer interest.

When it comes to shopper attitudes to snacking, bold and strong flavour choices are dominating purchase decisions. While planned purchases lend themselves to ‘weaker’ flavours, impulse purchase (57% of shoppers buy bagged snacks at least once a week13) is where intense flavours, such as chilli and paprika, have their moment to shine14 The ‘Need for Heat’ is not showing any signs of stopping, as 33% of snackers are looking to explore new intense flavours in the category15 , suggesting a continued interest in spicy flavour profiles.

Intense snacks are key to capturing the attention of impulse shoppers, and the ‘Need for Heat’ is showing no signs of stopping, as the ‘heat’ sub-segment of crisps and snacks is outperforming the market in both 52 and 12 week sales periods16

Packaging sustainability will continue to stay top of the agenda, with brands being challenged to increase the recyclability of their packaging and reduce the impact of packaging production on the environment.

Brands leveraging ‘better for you attributes’

Indie Bay launches new Pretzel Thins: The feelgood snack

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

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

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

• Great Taste award winner

• Baked, never fried

• 70% less fat than crisps

• Source of fibre

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

such as reduced salt, high in protein etc will continue to hold consumer interest. Wellbeing trends and evolving HFSS regulations means that their interest in products with ‘healthier’ attributes will continue to grow17 Yet at the same time, it’s important to remember that consumers snack for a variety of reasons, and crisps and snacks are primarily bought as a treat. So, while shoppers are being more mindful of their health, we expect them to continue seeking out their favourite brands as a way to treat themselves too.

Merchandising

The crux of in store merchandising in this category comes down to recognising the two different shopper journeys for parents and Gen Z, with the former favouring the planned shop and the latter leaning towards impulse purchases.

Four in five category shoppers (78%) know what they’ll buy before buying, which means that 23% of shoppers visiting the main aisle haven’t made up their mind on what to buy18 ,

Available now in convenient 35g packs at an RRSP of £1 / €1.25, the launch is supported by a nationwide awareness and sampling campaign to ensure everyone gets a chance to try this must-have snack. For more information or to stock up, contact: hello@indiebaysnack.com

demonstrating the need for eye-catching main aisle merchandising and convincing POS activations. Conversely the fact that so many consumers start their weekly shop knowing what they want to buy highlights the importance of brand marketing out of store, and the need to capture consumers’ attention at multiple touchpoints in their purchase journey.

When it comes to impulse, 25% of consumers buy crisps and bagged snacks one a week, with a further 23% buying them twice a week19 In fact, 40% of consumers buy crisps on the go with this figure rising to 56% for Gen Z20 This is compared to the 56% of parents (vs 40% of Gen Z) who buy crisps for days out – a more likely planned purchase21 This demonstrates the importance of merchandising for both audience groups and appreciating that their shopper missions differ – and they therefore need to be reached via merchandising in different ways

The key to impactful in-store merchandising is ensuring brand stand out with messaging that resonates – the snacking category is competitive, and brands are targeting Gen Z, such as Takis, are engaging with a consumer that has huge demands on their attention. Cutting through is vital, and it will be interesting to see innovations, such as the use of dynamic, in-aisle digital display ads, for example, roll out in store.

Merchandising advice

There are three key areas where retailers can look to boost their profits:

1. Ranging

Ensuring you have a wide range of snacks will ensure you capture the attention of customers with varying wants and needs. Consider not just flavour variety but also offering multiple pack-sizes, to provide snacking solutions to both individual shoppers and those looking for sharing formats.

Indie Bay Lightly Salted Pretzel Thins

Takis Blue Heat

Takis Dragon Sweet Chilli Takis Fuego

56 CATEGORY FOCUS Crisps & Snacks

2. Promotional offers

Boost profits by offering promotional offers for your snacks, including meal deals. Shoppers are often looking for deals that they deem good value for money, and meal deals are a way to drive incremental sales as encouraging a trade-up from a main and drink purchase

3.

Attention-grabbing POS

Consider placing promotional materials in high-traffic areas of your store, to capitalise on the impulse purchase occasion. Use this POS to highlight both new products and best-sellers, to ensure shoppers are aware of all SKUs on offer

At a time where HFSS regulations prohibit certain forms of advertising, Takis’ bold, bright branding stands out on shelf and attracts both new and repeat customers to retailers’ snacking offerings.

Forest Feast launches Truffle & Pecorino Roasted Nut Mix

Premium snacking brand Forest Feast continues to innovate with the launch of their new Truffle & Pecorino Roasted Nut Mix. Forest Feast is dedicated to crafting exceptional snacks that delight the senses, sourcing the finest ingredients from around the globe Every batch is carefully handcrafted at their committed manufacturing site in Co

Armagh to deliver an indulgent snacking experience.

A new gourmet snack blend featuring slowroasted peanuts, cashews, almonds, pecans, and macadamias, seasoned with zesty Italian Pecorino cheese and enriched with the earthy flavour of black truffle. This innovative offering caters to the growing market for premium, high-quality snacks, providing a standout option in the snacking category

Contact hello@forestfeast.com for further details or to discuss stocking the range

Crisps and Snacks category research findings

Custom snack solutions

Nutty Delights, Ireland’s ‘first dedicated’ nuts and dried fruit retailer, continues to grow its presence in the Irish snack market through its focus on quality, freshness, and innovation. With roasting, blending, and packing managed in-house at their Dublin facility, the brand offers a wide range of product formats – from eco packs to premium gifting and bulk.

Now supplying to over 400 stores across the country through Musgrave, BWG, and other key retail partners, Nutty Delights has established itself as a go-to supplier for retailers looking to stock highquality, fast-selling snack lines. It’s strong focus on shelf-ready merchandising, customer support, and flexible pack sizes makes the brand an ‘ideal partner’ for stores of all sizes.

Beyond retail, Nutty Delights also offers white-label solutions and food service offerings, with a growing number of businesses choosing its custom snack solutions. As Nutty Delights looks ahead to 2025, the team is focused on continued product development and expanding their footprint in both domestic and export markets.

For wholesale, retail or enquiries, visit: sales@nuttydelights.ie

Recent research conducted by Shopper Intelligence’s shows that the Crisps and Snacks category is one of the most impulsive categories

The Crisps and Snacks category is one of the most impulsive of the 194 categories that we measure in our program annually (rank #24). Not only does this category need to be visible and disrupt shoppers instore to remind them to purchase, but when we do it can drive category growth as this shopper is open to spending more/buying extra volume on NPD, and instore displays can also create a ‘craving’ (ie our ‘buy because I feel like it’ metric). So, this category is all about being seen in-store However, our satisfaction scores show that this is not an area shoppers are particularly happy with! Navigation scores are below average (ie how easy is it to find) and even when they do find the category, ‘availability’ scores also rank particularly low (#139). Work to be done here to address this key category priority

Forest Feast Truffle & Pecorino Roasted Nut Mix

Bob Snail: The fun, all-natural fruit snack making waves in Ireland

When it comes to snacking, consumers are reaching for options that are fun, tasty, and made with simple ingredients. That’s exactly where Bob Snail comes in a vibrant, allnatural fruit snack brand that’s growing across the globe and now charming Irish retailers and shoppers alike.

100% fruit & berries. Nothing else

What makes Bob Snail special? It’s simple: just fruit and berries. No added sugar No preservatives. No artificial colouring. No gluten. Suitable for both adults and children, Bob Snail offers a naturally sweet option with no hidden ingredients.

Made through a unique low-temperature process, Bob Snail snacks preserve the best of fruit’s natural goodness perfect for today’s health-conscious consumers seeking a guilt-free treat.

A global favourite, now in Ireland

Since launching in 2016, Bob Snail has won over families in 40 countries. Its playful branding, honest ingredients, and innovative formats have made it a go-to choice in supermarkets, convenience stores, and kids’ lunchboxes worldwide

Now available across Ireland, the range includes:

• Fruit Rolls (30g & 60g) – A fun and playful format for kids, perfect for lunchboxes and smart snacking.

• Fruit Stripes (14g & 84g) – A convenient format for on-the-go snacking, solo or shared.

• Eat & Play (20g) – Two fruit rolls and a collectible toy in every box, with new characters launching every six months.

Loved by kids. Chosen by adults

Originally designed for children, Bob Snail has become a favourite among adults too especially those looking for clean-label alternatives to traditional sweets. Whether at home, on the go, or in the office, Bob Snail fits the moment.

Brought to Ireland by Ampersand

Bob Snail is distributed in Ireland by Ampersand, one of the country’s most trusted FMCG distributors with over 80 years’ experience. Known for building successful brands and long-term retail partnerships, Ampersand has a proven track record in bringing innovative and exciting products to market.

With growing demand for better-for-you snacking, Ampersand sees huge potential for Bob Snail to grow its footprint in convenience,

forecourt, and grocery channels nationwide It’s healthy. It’s tasty It’s fun. It’s Bob Snail. To order contact your Ampersand representative or call +353 1 4130100 or you can email info@ampersandsales.ie for more information. ■

Fruitful fun for everyone

59 Sustainable Packaging CATEGORY

Good things come in green packaging

Sustainable

packaging is increasingly vital

to

a

brand’s identity, reputation, and long-term success. ShelfLife reports

As consumers become more environmentally conscious, they expect companies to align with values such as reducing waste, lowering carbon emissions, and protecting natural resources. Sustainable packaging—designed to minimise environmental impact through recyclable biodegradable, or reusable materials—not only meets this demand but also sets a brand apart as socially responsible and forward-thinking.

Using sustainable packaging can significantly enhance a brand’s image It demonstrates a commitment to environmental stewardship, which builds trust and loyalty

Musgrave launches Musgrave Supplier Sustainability Initiative

Musgrave, food retail, wholesale, and foodservice company, has launched the Musgrave Supplier Sustainability Initiative (MSSI) - to drive collective action on issues like carbon reduction and food waste with its suppliers.

MSSI is part of Musgrave’s Growing Sustainably Everyday sustainability strategy which focuses on three pillars – Caring for the Planet, Sourcing for Good, and Creating Vibrant Communities. This initiative will equip suppliers with the knowledge and skills to:

• Set emissions reductions targets aligned with Science Based Targets, the overall aim of which is to limit global warming to 1.5C.

• Make enhancements to packaging to ensure it is reusable, recyclable or compostable by 2030

• Sign up to the Environmental Protection Agency Food Waste Charter and commit to reducing food waste by 50% by 2030

• Facilitate continuous knowledge-sharing to bring about more meaningful change at pace.

The participants in the programme are longstanding Musgrave indigenous Irish food and drink suppliers and in line with Musgrave’s commitment to being the greatest supporter of the Irish agri-food industry

Speaking about the initiative, Marcus Shortall, sustainability project manager,

among eco-conscious consumers. Brands that prioritise sustainability are often perceived as more authentic and ethical, which can strengthen customer relationships and increase market share. In contrast, failing to adopt sustainable practices may result in negative public perception, especially in a time when transparency and accountability are highly valued.

Musgrave Group, said: “At Musgrave we have always been committed to locally sourced produce and long supported Irish food and drink producers. Our retailer SuperValu is the largest supporter of Irish produce in Ireland. The Musgrave Supplier Sustainability Initiative is a partnership which demonstrates our steadfast support for Irish suppliers and enables us to deliver the most sustainable choice of products for our customers. We recognise how challenging it can be for stakeholders across our supply chain to set and progress cohesive and impactful sustainability targets. We realise that we cannot achieve our goals alone and can leverage expertise and supports to ensure we, along with our valued suppliers, are on the same path of progress, working to the same end goal.

Musgrave is seeking to have our emissions

Irish food producers are also keenly aware of the environmental benefits to their own bottom line, and with sustainability practises now embedded in 95% of businesses surveyed it bodes well for long-term growth for the sector, according to the 2025 Food & Beverage Industry Barometer conducted by Love Irish Food and Bank of Ireland.

In addition to improving brand perception, sustainable packaging can also reduce operational costs in the long run. Lightweight materials lower shipping expenses, and reusable or minimalist designs can decrease material usage Moreover, regulatory pressure is growing worldwide, and companies that proactively shift toward sustainable packaging are better prepared for future compliance. Ultimately, sustainable packaging is not just a trend—it’s a strategic business decision. It reflects a brand’s values, meets consumer expectations, supports regulatory alignment, and contributes to a healthier planet. Brands that embrace this shift position themselves for long-term success in a market that increasingly favors responsibility over convenience.

reduction targets validated by SBTi in 2025. This will demonstrate a clear roadmap for reducing emissions, ensuring that its climate actions are scientifically robust and aligned with international best practices.

Through collaboration with our suppliers we are committed to assessing our value chain to pinpoint key areas for improvement, partnering with our suppliers to establish ambitious carbon reduction targets to manage greenhouse gas emissions.”

Musgrave has already made strides in achieving progress on ambitious sustainability targets including decarbonisation across their owned operations. This includes:

€25 million Sustainability Fund was established by Musgrave to support its retailers to achieve a net zero carbon target by 2040 facilitating a reduction in its carbon footprint of more than 12% through initiatives like refrigeration upgrades and the installation of LED lighting and solar panels.

SuperValu is committed to making 100% of its own-brand packaging recyclable, reusable or compostable by 2025. Presently, 96% of SuperValu’s own brand packaging is either recyclable, reusable or compostable

Over 42,000 solar panels are installed across our network of SuperValu and Centra stores.

By 2030, half of the Musgrave fleet will operate on alternative fuel, with an overall ambition for the entire fleet to be net zero by 2040 ■

Repak support for Irish retailers as new packaging regulations introduced

Repak, Ireland’s national packaging compliance scheme, has provided support to Retailer Members for over 25 years on all aspects of packaging recycling and compliance. As

regulations arising out of the EU Packaging and Packaging Waste Regulation (PPWR) come into effect and Ireland faces ambitious recycling targets in 2025 and 2030, membership of Repak is a must, to ensure compliance and provide advice and support to Irish retailers.

Repak membership provides crucial support & guidance to navigate complete compliance, offering practical help and

Alert Packaging Launches New Recyclable Stand-Up Pouches & Gusseted Bags

Alert Packaging has recently announced the launch of its latest innovation in flexible packaging Recyclable Stand-Up Pouches, Flat Pouches, and Gusseted Bags. This new product line complements its existing packaging range and marks a significant advancement in offering high-performance, sustainable packaging solutions.

The recent investment in advanced pouchmaking technology has allowed for reduced material waste during manufacturing while enabling edge-to-edge, full-coverage print ensuring a premium, seamless appearance with no gaps. It offers a variety of sizes, materials, and features including tear notches, resealable zippers, handles, euro slots, rounded corners, and our easy-open perforation - Tear-PRO

Manufactured in Bray, Co Wicklow, the new recyclable range uses mono-material structures such as polyethylene (PE) and polypropylene (PP) providing barrier protection and puncture resistance. Alert Packaging also offers recyclable paper-based options that provide high-strength and a natural tactile feel, ideal for confectionery products.

These materials deliver the premium performance consumers expect strong durability, exceptional print quality, and effective protection against moisture, oxygen, and light helping extend shelf life across a wide range of products including food, snacks, ingredients, pet treats, and more.

resources to understand exactly how your business can meet its legal obligations for packaging waste recovery and recycling in Ireland. This includes access to reporting tools, how-to guides, workshops, access to PPWR compliance experts, and clear breakdowns of legal requirements. Repak also offers expert packaging advice, helping you choose options that are not only compliant but also efficient for your operations –potentially reducing waste and costs.

Mark Hayden, head of Membership Services, puts it clearly: “Our primary goal is to simplify the compliance journey for our members, providing them with the tools and expertise needed to operate responsibly and efficiently within the evolving regulatory framework.”

Members get support on designing packaging for reuse or recycling and advice on optimising packaging strategies – essential for managing waste effectively and meeting customer expectations for sustainability

“At Alert Packaging, we believe packaging is more than a container it’s part of the product’s identity and consumer experience. With this new technology, we’re helping brands stand out while meeting the growing demand for functional and sustainable packaging. After 50 years in business what sets Alert Packaging apart is our commitment to quality and flexibility Whether you produce Granola, Confectionery, Food Ingredients, Snacks, Fish, Pet Treats & Pet Food our new pouch & bag formats offer the perfect blend of functionality, features and sustainability,” said Darren Burke, managing director

Britvic Ireland launches Aqua Libra Still & Sparkling Cans

Britvic Ireland, part of Carlsberg Group, is the largest soft drinks and bottled water manufacturer in the Republic of Ireland. A commitment to sustainability is at the heart of its strategy and it strives for the vision of a world where great packaging never becomes waste.

This year Britvic Ireland will celebrate 10 years of Origin Green membership and during that time significant progress has been made in packaging sustainability including 56% average recycled content in PET bottles, the implementation of a national Deposit Return Scheme supporting packaging circularity and portfolio expansion.

Progress is particularly well demonstrated in the water portfolio The iconic Ballygowan

Through advocacy at both national and EU governmental levels, Repak actively represents its members’ interests in discussions concerning evolving regulatory frameworks such as the PPWR. This ensures that the specific challenges encountered by retailers and grocers are thoroughly understood and considered by policymakers.

As packaging legislation evolves, Repak membership offers Irish retailers and grocers an invaluable partnership It delivers straightforward compliance support, expert guidance on packaging choices, essential resources, strong representation, and advocacy at National & EU governmental level.

Repak membership offers a powerful partnership It provides focused compliance support, expert advice, essential tools, and a collective voice. Joining Repak helps your retail business confidently meet today’s challenges and prepares you for a more sustainable and competitive future.

Natural Mineral Water and Hinto of Fruit range is available in a range of fully recyclable options: 100% rPET, glass and refillable Watercooler bottles. Bottled at source in Newcastlewest, Co Limerick, in a site which has achieved a 99% reduction in direct emissions since 2017

Recently Britvic Ireland has launched Aqua Libra finely filtered water in Ireland. Aqua Libra offers a range of sustainable hydration solutions, and the brand has committed to never use plastic in its primary packaging. Aqua Libras core portfolio is a range of premium filter taps which serve chilled, sparkling, boiling and even flavoured water at the touch of a button. In February Aqua Libra launched finely filtered Still & Sparkling in a can designed to appeal to consumers seeking pure hydration on the go who actively reject plastic packaging.

Mark Heyden

FOCUS Sustainable Packaging

The role of packaging in transforming our food system, writes Elizabeth Anderberg

Pressure on the food system is growing.

Global food consumption is set to surge by more than 50% by 2050 Additionally, the food system accounts for one third of greenhouse gas emissions worldwide

Striking a balance between meeting this demand and reducing carbon emissions across the industry is critical. So how can this be done?

At Tetra Pak, its end-to-end global presence means it has a unique vantage point across the value chain. It is Tetra Pak’s responsibility to help lead the transformation of the food systems. It is working continuously, alongside the value chain to make this happen.

Food packaging will play a critical role in this transition; with innovation helping to reduce reliance on fossil fuel-based materials. Tetra Pak cartons are made primarily from paperboard sourced from FSC™ certified forests and other controlled sources, which is renewable as it replenishes over time The high share of renewable materials has been shown in Life Cycle Assessments to mean that aseptic cartons have a lower climate-impact versus single-use packaging made primarily from fossil fuel-based materials in the dairy and juice categories.

Aseptic cartons also play a vital role in ensuring food access and nutrition. Cartons keep perishable food, such as milk, juice, and plant-based beverages safe during transport and storage for up to a year, without the need for preservatives or energy-intensive refrigeration. For this reason, milk in aseptic cartons is also preferred in many markets, for example in many parts of continental Europe The extended shelf life also reduces food waste.

Key to this aseptic technology are the other materials within our packages, made

up of 25% plastic and 5% aluminium on average It is investing €100 million annually in simplifying material structures and increasing fibre content. In 2023 it launched the world’s first aseptic beverage carton featuring a

paper-based barrier, and it is increasing the use of Bonsucro-certified sugar canebased polymers for the plastic elements.

As demand for food continues to grow, the focus its efforts on innovating and investing in packaging options which reduce the numerous pressures the system puts on the environment.

Increasing food safety and access, reducing the amount of waste produced and incorporating a greater share of renewable materials are all factors which the industry should hold front of mind as it plans this much-needed transition.

Elizabeth Anderberg, communications director North Europe, Tetra Pak

JDE Peet’s Coffee continues investment

Following a year of research, development, and testing in 2024, JDE Peet’s was the first major UK and Ireland coffee brand to switch from plastic to paper refills marking a breakthrough for sustainable packaging in the instant coffee category, with a pack that can now be recycled at home

The cutting-edge packaging technology is over 85%* paper, meaning it can be put in home recycling bins and has been specially developed to keep the coffee fresh for 15 months, so consumers can enjoy the same high-quality taste experience they know and love What’s more, it is 97% less packaging and 85% less CO2e than a standard 200g glass jar – reducing packaging waste. Moreover, reducing consumer trips to their local recycling depot.

The paper packaging replaced the existing plastic packs for Kenco and L’OR, and they launched in retailers in Ireland in January 2024

Villa Maria is actively progressing a number of sustainability initiatives

Villa Maria are actively progressing a number of sustainability initiatives - such as lightweight glass, new can formats for the UK.

Examples of what Villa Maria are doing

within packaging/carbon reduce: Aim to reach net zero emission in the production of its wine by 2050 (at least) Steps we’ve taken toward our net zero goal:

• Changing the way it ships wine to the biggest market. It now bottles a selection of wines locally in the UK market, reducing the carbon emissions for each wine shipment by 27% and conservatively at least 2000 tCO2e per annum.

• Its bottles are made from an average of 67% recycled glass. Higher recycled content means less energy and carbon emissions to produce.

• It recently launched Villa Maria Can’s in the UK, this innovation reinforces its commitment to sustainability Villa Maria cans are bottled in the market, significantly reducing carbon emissions. Additionally, aluminum cans are infinitely recyclable

• It works hard so that its consumers can recycle their bottles, every tonne of glass recycled saves approximately 670 kg of CO2 compared to using raw materials. ■

Refreshing sales

As summer heats up, consumers are reaching for refreshing alcoholic beverages to cool down and enjoy the sunny season, writes Donna Ahern

From backyard barbecues to beachside gettogethers, the demand for crisp, flavourful drinks is higher at this time of year

Retailers should be ready to meet this surge by stocking a mix of classic favourites and exciting new additions hitting the market. Summer staples like whiskey, liquors, canned cocktails, rosé wines, and light lagers continue to dominate, offering easy, portable options that suit any occasion.

Meanwhile, brands are rolling out innovative products infused with tropical fruits, botanical notes, and creative flavour pairings to entice adventurous palates. Whether it’s a sparkling spritz, a citrus-infused vodka, or a refreshing twist on a margarita, consumers are eager to

Amy Huberman’s latest Spanish Sauvignon Blanc and Rosé Cava

As the days stretch longer and the evenings turn warmer, there’s nothing quite like a crisp, refreshing glass of wine to celebrate the season. Enter Amy Huberman’s latest creation Ah Wines - a beautifully bright and vibrant Spanish Sauvignon Blanc and Rosé Cava that both perfectly captures the spirit of summer

Known for her warmth, wit, and effortless style, Amy has poured that same energy into crafting a wine that feels like sunshine in a glass. Light, lively, and bursting with character, her new releases are the ultimate companion for lazy afternoons, garden parties, and sunset catch-ups with friends.

The Sauvignon Blanc is delicately balanced, with notes of juicy citrus, ripe peach, and a hint of wildflowers, each sip dances on the palate, offering a refreshing lift without ever feeling heavy It’s the kind of wine that invites a second glass and maybe even a third as the conversation flows and the evening lingers.

Whether served chilled on its own or paired with fresh seafood, vibrant salads, or a simple picnic spread, Amy Huberman’s summer wine is destined to become your go-to bottle this season. Stylish yet approachable, elegant yet playful just like Amy herself it’s a taste of summer you’ll want to Savor again and again.

This summer, raise a glass to great company, unforgettable memories, and a wine that knows exactly how to make every moment shine

Cheers to summer, Amy-style

discover their new go-to summer drink. Lower-ABV and wellness-focused options are also gaining traction, appealing to those seeking balance without sacrificing taste To stay ahead, retailers must embrace variety and keep an eye on emerging trends in the alcohol

Happy birthday Punk IPA!

Cheers to 18 years!! The iconic Punk IPA, the beer that kick-started the BrewDog revolution, turns 18. Finally legal!

This scene-stealing flagship is an India Pale Ale that has become a byword for craft beer rebellion, synonymous with the insurgency against mass-produced, lowest common denominator beer Punk IPA charges the barricades to fly its colours from the ramparts – full-on, full-flavour; at full-throttle

Layered with new world hops to create an

space. With the right mix of products on the shelves, there’s plenty of opportunity to capture the excitement of summer sipping and keep customers coming back for more. Get ready for the hottest alcoholic drink trends of the season!

explosion of tropical fruit and an all-out riot of grapefruit, pineapple and lychee before a spiky bitter finish, this is the perfect drink to quench your thirst.

This 5.6% trans-atlantic fusion IPA is light golden in colour with tropical fruits and light caramel on the nose The palate soon becomes assertive and resinous with the New Zealand hops balanced by the biscuit malt. The finish is aggressive and dry with the hops emerging over the warming alcohol.

This fresh, full flavour natural beer is our tribute to the classic IPAs of yester-year The post-modern twist is the addition of amazing fruity hops giving an explosion of tropical fruit flavours and a sharp bitter finish.

On the newness front, Brewdog has launched its newest, most sessional IPA –Wingman.

When you’re looking for a complex, interesting and infinitely drinkable Session IPA, Wingman has your back. Citrus. Biscuity Fruity A maverick of a Session IPA, Wingman is a smooth ride of mellow tropical fruits, piney notes and sharp citrus aroma.

Refreshing, infinitely drinkable and with a steady boozing altitude of 4.3%, you’ll want to keep Wingman by your side all night long. Prepare ground control. Refreshment incoming.

Welcome Wingman to the stage, a session IPA that’s sure to be your new go-to.

Available in retailers nationwide, you can’t miss this unique packaging!

Brewdog is proudly distributed by Barry & Fitzwilliam

Disaronno celebrates 500 years of the world’s favourite Italian liqueur

In 2025, Disaronno celebrates 500 years of the world’s favourite Italian liqueur Disaronno Originale has been delighting palates for centuries, and 2025 marks a significant milestone in its history

From legend to icon: A 500-year legacy

Originating in Saronno, Italy, Disaronno’s secret recipe dates back to 1525, when artist Bernardino Luini, a student of Leonardo da Vinci, was commissioned to paint a fresco in Saronno Inspired by a local innkeeper, his muse, she gifted him a fragrant amber liqueur – the origin of Disaronno Passed down through generations, Domenico Reina established the brand in the early 1900s.

The iconic square cap bottle, handcrafted in Murano, Venice, is celebrated as a masterpiece of Italian craftsmanship and a global symbol of Italian style and was once displayed at the Louvre in Paris.

Disaronno embodies the essence of the Italian Dolce Vita, illustrating elegance, taste, tradition, and unmistakable Italian style It enhances the pleasure of sharing moments together, reflecting a uniquely Italian way of living.

The rich taste and elegance of Disaronno Originale make it a versatile liqueur that can be enjoyed on the rocks or to create a delicious variety of craft cocktails such as a refined Disaronno Sour or a refreshing Disaronno Spritz. A modern addition to the heritage of the brand, Disaronno Velvet delivers an all-white, silky-smooth texture and persistent floral and fruity fragrance that is perfect over ice for a unique and fresh taste or can be mixed to enhance your favourite cocktail with its refreshingly smooth taste

Get creative this summer and celebrate five centuries of Disaronno with cocktails that inspire the Endless Dolce Vita:

Disaronno Spritz

A refreshing, low-alcohol drink with a distinct character The original taste and unmistakable aroma of Disaronno® is combined with fizzy soda bubbles, a dash of sugar syrup and fresh lemon juice for a refreshing and thirstquenching cocktail.

Ingredients

• 45 ml Disaronno

• 150 ml Soda Water or Sparkling Water

• Fresh lemon juice

• A dash of sugar syrup (optional)

Kylie Minogue Wines, crafted with passion and integrity, perfect for every occasion

Launched in 2020 on Kylie’s birthday, 28 May, the Rosé quickly became one of the most successful launches in its category ever Kylie Minogue Wines has evolved into a worldwide phenomenon with a glass of Kylie Minogue Prosecco Rosé sold every six seconds.

Kylie Minogue Wines has sold nine million bottles since launch (that’s over 43 million glasses of Kylie Minogue Wine poured) and is available to purchase in 32 countries Kylie Minogue now has five rosés in her wine portfolio - Sparkling Prosecco Spumante, Sparkling Prosecco Frizzante, Cotes des Provence, Signature Rosé and 0% Alcohol Sparkling Rosé

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

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

Which was followed by the launch of Kylie 0% Alcohol Sparkling Blanc. This is an elegant non-alcoholic sparkling wine with delicate notes of jasmine and a refined finish, offering a sophisticated and refreshing experience for any occasion.

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

Method

Pour Disaronno over ice, add a squeeze of fresh lemon juice, and a dash of sugar syrup, and top up with soda water. Stir and garnish with lemon zest enjoy!

Disaronno is proudly distributed by Barry & Fitzwilliam.

Award winning Busker Irish Whiskey

The Busker Irish Whiskey has made great strides since its launch to market in 2020, and has become the eighth bestselling Irish Whiskey worldwide

The Royal Oak Distillery is a world class distillery producing hand crafted Irish whiskey, proudly located on an 18th century estate in Ireland’s Ancient East region of County Carlow. The Royal Oak Distillery is the house of The Busker Irish Whiskey where it distils all three styles of Irish whiskey – pot still, malt and grain – under one roof Carefully crafting an independent path to an authentic and highquality Irish whiskey, The Busker balances tradition with innovative and modern techniques. At Royal Oak Distillery it uses different casks during the maturation process of our The Busker whiskeys including bourbon casks, sherry casks, and marsala casks. A major point of differentiation for The Busker

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

According to Kylie, “Wine is such a historic part of our gatherings and celebrations, romantic evenings and afterwork winddowns. I talk about this a lot with all my wines and is part of why I wanted to start this venture - the ‘experience’ of wine

The importance of the moment, whether it is for yourself or sharing it with others, can still be cherished with a non-alcoholic wine

Our 0% tastes like the wine you may be accustomed to but without the calories you would expect. The colour is gorgeous, the bubbles shimmer away in a champagne glass and it’s delicious. It still feels utterly celebratory.”

Kylie Minogue Wines are proudly distributed by Barry & Fitzwilliam.

Irish Whiskey takes place during the aging process where the blend, Triple Cask Triple Smooth, and Single Grain expressions mature in rare and selected Cantine Florio (1833) Sicilian Marsala wine casks.

The Busker has recently taken home four gold awards from the Irish Whiskey Awards 2024 The Busker Single Pot Still and the Busker Single Malt both won gold for Irish Single Cask, 11 years and Younger The Busker Triple Cask won gold for the best Blended Irish Whiskey under €50 And a future addition to the range, the Busker Small Batch Single Malt won gold for the best Irish Single Malt, 11 years & younger, under €60 >>

The Busker Single Pot Still recently also won gold at the Blas na hÉireann Awards in late 2024 The Busker, produced at Royal Oak Distillery also took home the gold for Best Producer in County Carlow.

On a global level, The Busker comes out as #1 best-selling Irish Whiskey in Japan, with the Highball being the driver behind the impressive growth since its launch in 2020

The Busker Single Pot Still is a distinctive expression to Ireland, created to bring you on a journey of exceptional character Distilled in single pot stills and aged in both bourbon and sherry casks. On the nose, you experience rich complex notes of honey, oak, fudge, clove oil, and sometimes perfumed fresh flowers too. Taste buds kick off with some beautiful deep and intense rich spiciness with peppery notes and hints of vanilla and toffee fudge Concluding with a long warm spicy finish.

The outstanding Single Malt matured in two different woods to bring you a complexity that is waiting to be experienced. Notes of fruit meet floral elderflower as the taste opens with intense richness, landing to a sweet chocolate note.

The Busker Triple Cask Triple Smooth, discovers a new you with a combination of three of the best whiskey styles that Ireland has to offer Begin your journey with some rich tropical fruits and sweet vanilla notes as the taste buds begin to experience that beautiful malt, capping it all off with a superbly balanced mouth sweetness that begs for more.

The Busker Irish Whiskey is available nationwide and is proudly distributed by Barry & Fitzwilliam.

Like Revenge, best served cold

Charged with juicy lemon zest and passion fruit hop aromas, and a refreshing, crisp finish, Fierce Mild has burst onto the rapidly growing Irish Low-and-No alcohol scene – a session ale for a summer session that never has to end. A beer defined by addition, not subtraction, Fierce Mild Brew Things Differently Unlike most other non-alcoholic beers, they use a

Flo l, Cris

Villa Maria – Ireland’s No 1 New Zealand Wine Brand

Known for their Private Bin Sauvignon Blanc, and more recently the delicious Villa Maria Blush Sauvignon – 90% Sauvignon Blanc, 10% Merlot – adding a splash of colour and bringing out red fruit aromas of raspberries on the nose and palate Blush also just got a beautiful label refresh, so ahead of the Irish summer it’s the perfect time to enjoy this deliciously refreshing NZ Wine

It feels like everyone is drinking pink these days, notes Villa Maria head of marketing and communications Sarah Szegota. “Instagram feeds and social occasions are dominated by the fun-factor pale rosés and pink spirits offer, and data highlights this rapid growth in rosé Yet despite all the noise, growth and ‘Grams’, the Rosé category remains dwarfed by Sauvignon Blanc. Villa Maria Sauvignon Blush gives you the best of both,” she adds.

“We’ve taken the cool, fresh, leap-from the glass energy of our world-renowned Sauvignon Blanc and added a splash of merlot to make a wine with a delicate pink hue, bursting with fresh flavours of passionfruit and cranberry.”

Villa Maria was founded in 1961 from humble beginnings; Villa Maria is a story of pioneering spirit and a desire to champion the best of New Zealand wine

“From the cool climate region of Marlborough, famous for crisp, refreshing Sauvignon Blanc, to the sun-soaked Hawkes Bay producing world-class reds, our wine is a unique expression of our extraordinary land, our passion for excellence and our bold spirit,” she said. The portfolio of highly awarded wines is the most stylistically and regionally diverse in New Zealand, setting us apart and consistently delivering a rewarding wine experience. As the leading winemakers in Marlborough with an unwavering focus on quality and sustainability, Villa Maria wines are distinctive, vibrant, and most importantly, delicious. Today, Villa Maria is globally recognised and adored for bold, expressive and exceptional New Zealand wines.

Proudly distributed by Barry & Fitzwilliam.

specialised yeast that limits fermentation naturally No need to strip out alcohol – or flavour – after brewing. Irish-produced from start-to-finish and made with the highest quality ingredients from Origin Green certified suppliers and locally grown grains from sustainable farming practices, Fierce Mild is brewed to keep 100% of its character from the outset. The result? An unapologetically great-tasting non-alcoholic extra pale ale that defies convention, delivers everything you’d expect from a great beer and is anything but ordinary Like revenge, best served cold. Pouring nationwide in 330ml bottles and on draft. Available wholesale through Classic Drinks Ireland, delivering six-days/week.

Turn up the heat (and the Pink) this summer with i-Stil38 Pink Vodka

When the sun’s out, the cocktails should be too and nothing says summer like the bold, refreshing splash of i-Stil38 Pink Vodka.

i-Stil38 Pink Vodka isn’t just another pretty face Distilled with care and crafted

for versatility, it brings a clean, subtly sweet finish that’s made for mixing. Whether you’re hosting garden parties or just catching the last rays of the day with friends, it’s the perfect base for drinks that taste as good as they look.

Think easy, breezy cocktails like:

• Pink Spritz: i-Stil38 Pink Vodka, soda water, a squeeze of fresh lime, and a handful of ice summer simplicity at its finest.

• Berry Breeze: Muddle fresh berries, add a dash of lemon juice, a shot of Pink Vodka, top with tonic, and garnish with mint for a drink that’s as refreshing as it is Instaworthy.

• Pink Lemonade Punch: A crowd-pleaser with i-Stil38 Pink, cloudy lemonade, and a touch of elderflower made for long afternoons and even longer laughter

Delicious straight over ice or the star ingredient in your most creative mixes, i-Stil38 Pink Vodka lets you sip, shake, and stir your way through every sun-soaked moment.

This summer, go bold. Go pink. Go i-Stil38.

Summer Drinks CATEGORY FOCUS

Peroni Nastro Azzurro

Peroni Nastro Azzurro has always preserved the characteristic features of a “Made in Italy” product, which can be found in its balanced aroma and the quality of its ingredients. With a dry, refreshing taste, never too sweet on the palate thanks to the presence of Nostrano, a prestigious variety of Italian corn grown exclusively for Peroni Nastro Azzurro. The slightly bitter notes of the subtly aromatic hops are harmoniously balanced by a fragrance of flowers and spices. The high degree of attenuation makes it light and fragrant for a sense of freshness from the very first sip

Fercullen Irish Whiskey –

Redefining summer sipping

For years, whiskey has been boxed in as a fireside sipper, but Fercullen Irish Whiskey is helping rewrite that narrative—one glass at a time As the summer season stirs a craving for refreshing, complex drinks, whiskey is stepping confidently into the spotlight. And there’s no better ambassador for this spirited revolution than Fercullen 15-year-old, recently crowned World’s Best Grain at the prestigious World Whiskies Awards.

Crafted by the skilled team at Powerscourt Distillery, Fercullen 15 is a masterclass in smooth, layered elegance. Its rich vanilla, soft spice, and honeyed grain character shine equally well served neat, on the rocks, or as the base of a summer cocktail. In fact, its creamy finish and refined balance make it a standout in highballs, whiskey sours, or even a bold take on a whiskey spritz.

Summer drinking is all about versatility and experience—and Fercullen delivers on both fronts. Whether enjoyed in a tall glass on a summer’s day, paired with grilled seafood at a garden party, or stirred slowly into a lateevening old fashioned, it proves that great whiskey isn’t limited by season.

The rising interest in lighter whiskey expressions and creative serves is no coincidence. Consumers are looking for

heritage and quality but also for flexibility Fercullen Irish Whiskey offers just that: a heritage rooted in the Wicklow mountains, a commitment to quality, and a forwardthinking approach to how whiskey can be enjoyed.

This summer, Fercullen invites you to look beyond the traditional and explore whiskey in a whole new light.

Fercullen 15 and the entire Fercullen range of whiskeys are available through Barry and Fitzwilliam or directly from Powerscourt Distillery

Peroni Nastro Azzurro

70 CATEGORY FOCUS Summer Drinks

Santa Rita 120 Coastal Sauvignon Blanc

This vibrant Sauvignon Blanc, sourced from the cool-climate coastal vineyards of Leyda and Casablanca, displays a bright, zesty character On the nose, it offers aromas of citrus blossom and lime zest, underscored by subtle tropical notes. The palate is crisp and refreshing, driven by lively acidity and flavours of grapefruit, green apple, and a hint of salinity that reflects its maritime influence. Clean and precise, this is a fresh, expressive wine that captures the essence of Chile’s coastal terroir

Santa Rita 120 Deep Red

Santa Rita 120 Deep Red is a bold and expressive blend of 65% Cabernet Franc, 25% Cabernet Sauvignon, and 10% Carménère. Deep, dark ruby-red in colour, it offers blueberry, plum, and cassis fruit aromas, along with spices from the barrel ageing. The palate shows black fruits, spice, and a touch of herbal character This is a well-structured and characterful red blend that balances intensity with elegance.

Santa Rita 120 0% / Zero Sauvignon Blanc

Santa Rita 120 Zero% Sauvignon Blanc is a refreshing alcohol-free alternative that stays true to the varietal’s character Pale straw in colour, it offers lively aromas of citrus, green apple, and fresh herbs. On the palate, it is crisp and zesty, with notes of grapefruit and lime balanced by a clean, dry finish. Lightbodied and expressive, this 0.4% alcohol Sauvignon Blanc delivers freshness and flavour, making it a perfect choice for mindful enjoyment on any occasion.

West Coast Cooler Launches

Sunburst: A new Peach & Mango flavour with only 88 calories

West Coast Cooler is proud to introduce Sunburst, a new peach and mango-flavoured wine cooler that delivers a refreshing taste of sunshine with just 88 calories per can.The perfect addition to any drinks menu, Sunburst blends vibrant tropical fruit flavours into a light, crisp, and flavourful drink—ideal for consumers seeking a lower-calorie, refreshing alternative.

As the days get longer and the promise of

Tequila Rose

Tequila Rose is the original strawberry cream liqueur Combining tequila with strawberry cream was a bold innovation. Exotic. Unexpected. Delicious. Over twenty years later, Tequila Rose remains the world’s best-selling strawberry cream liqueur and was the inspiration that paved the way for the unique cream liqueurs that have followed. Tequila Rose is a silky-smooth pairing of rich strawberry cream and the thrilling bite of tequila. It hits the perfect note every time, whether you prefer sweet or seductive. Fearless or fun. Lush or lighthearted. It’s a timeless and alluring classic. With its elegant design and playful details, Tequila Rose is the “little black dress” of cream liqueurs. Bold black glass keeps the light out to ensure the freshness and the flavour, while shimmery silver roses and bright pink strawberries make this bottle shine on the shelf A good clue for when your bottle of Tequila Rose is chilled to perfection is when the roses on the label

summer approaches, Sunburst offers a bright and invigorating option that delivers on both taste and quality Designed to be enjoyed with friends, Sunburst embodies the spirit of good company and relaxation – a drink that brings sunshine to any occasion.

Speaking about the launch, Paula Reynolds, marketing manager, West Coast Cooler, said: “Sunburst is an exciting new addition to the West Coast Cooler family This new flavour blends juicy peach and tropical mango for a refreshingly vibrant tropical taste We’re proud to introduce something new for our fans to enjoy. We can’t wait for everyone to experience the sparkle of Sunburst.”

Sunburst is now available for distribution across select venues and retail outlets, ready to capture the essence of summer and meet the growing consumer demand for lighter, flavourful drink options. The new flavour comes in a convenient 250ml can - just like Original and Rosé

Hot on the town

Lay-Low Hard Iced Tea: Ireland’s first alcoholic iced tea

The evenings are getting brighter, especially

change from silver to bright pink, ensuring the perfect pour every time! Enjoy Tequila Rose as an ice-cold shot, sip over ice, or if you are feeling adventurous, in a fun cocktail. Check out its website www.tequilarose.com for some delicious recipes perfect for sharing this summer You can purchase a bottle in Supervalu, Tesco, Dunnes Stores and off licences around the country This is one not to be missed, as it is sure to be a crowd-pleaser on any occasion.

with the news that Lay-Low Hard Iced Tea, Ireland’s first alcoholic iced tea, is now available for all to sip at any social celebrations or events.

Suitable for all occasions, Lay-Low is the perfect, light, non-fizzy, fruity iced tea. So, whether you are partying hard at a music gig, catching up with pals, or enjoying those glimpses of beautiful Irish sun with friends, savour the moment with Lay-Low.

Lay-Low currently comes in two flavours –Lemon and Peach. The unique blend has 4.5% ABV, is only 90 calories and has 0 grams of sugar per can. So, a good choice for those who want to maintain a balanced lifestyle but still consume alcohol.

Lay-Low was inspired from a stint living in Boston by founder Cian Stanley, who arrived back to Ireland with a simple, yet bold idea –to bring a delicious, refreshing non-sparkling alcoholic drink to Irish shores.

The first batch tests of Lay-Low were brewed at home in a small kitchen, followed by multiple rounds of taste tests and sampling in search of the perfect balance of rich tea flavour, sweetness, and fruity flavours that would appeal to Irish tastes. Six months later, the formula was perfected, crafting a refreshing, unique blend and Lay-Low went into production.

Cian Stanley, founder of Lay-Low Hard Iced Tea, said: “After months of hard work, we are beyond excited to launch Lay-Low Hard Iced Tea. Lay-Low was born through a casual conversation with a good friend, when we realised that there wasn’t an alcoholic iced tea in the Irish market - I decided to change that. Lay-Low is about savouring those moments in life, significant or small, spent with your people, it’s about enjoying life for what it is being in the moment. I can’t wait for people to try it and love it as much as we do.”

Lay-Low Hard Iced Tea is currently available in selected Dublin based retailers including Centra, Texaco Applegreen, SuperValu and independent off license retailers and across Ireland with Dunnes Stores. ■

Santa Rita

Sizzling sales

Retailers in Ireland should strongly consider stocking up on BBQ essentials ahead of the summer season, writes Ryan Brennan

Although Irish summers can be unpredictable, there is a consistent surge in consumer demand for outdoor dining and BBQ-related products whenever t§here is a stretch of warm or sunny weather

Capitalizing on this seasonal trend can lead to increased sales, improved customer satisfaction, and a stronger competitive edge

Firstly, the Irish summer—though relatively short—triggers a cultural shift toward outdoor living. Consumers eagerly seize any opportunity to host garden parties, enjoy family meals outdoors, or have impromptu BBQs during good weather spells. Retailers who anticipate this demand and offer a wellstocked selection of BBQ essentials—such as grills, charcoal, firelighters, utensils, meats, sauces, and picnicware—are best positioned to attract these eager shoppers.

Secondly, stocking up in advance ensures that retailers can avoid supply chain disruptions and meet peak demand efficiently Weather forecasts often drive sudden spikes in demand, and having sufficient inventory on hand allows businesses to respond quickly without losing sales to better-prepared competitors. It also opens opportunities for

eye-catching displays and seasonal promotions that can increase basket size.

Moreover, offering a comprehensive BBQ range allows retailers to cater to a broad customer base From seasoned grill enthusiasts to first-time hosts, consumers appreciate a one-stop-shop where they can find everything they need—adding to customer convenience and brand loyalty

Finally, with the continued rise of local tourism and staycations in Ireland, more

Tenderstem sizzles this BBQ season

Tenderstem, the deliciously leggy vegetable that’s become a household favourite, is turning up the heat this BBQ season. With Irish-grown produce supplied through GFE (Global Fresh Exotics) in Co Meath and a robust supply chain of local and international growers, Tenderstem is primed to drive incremental sales across retail and foodservice channels this summer

2024 saw Tenderstem make a sizzling debut at the National Ploughing Championships, where its versatility and flavour captured the attention of thousands. Building on that momentum, the brand is investing in an intensive nationwide media campaign for 2025, along with exciting collaborations and consumer-facing events that will ensure Tenderstem® is the veg everyone’s talking about.

“The demand for high-quality nutritious accompaniments for summer dishes is higher than ever,” says Richard Moore, managing director of GFE. “Tenderstem adds colour, crunch and class to BBQ plates and is on trend for health-conscious, flavour-focused consumers.”

With its sweet, succulent stems and no need for peeling or chopping, Tenderstem® is the ideal sidekick for grills and summer menus. Whether tossed on the barbecue, served alongside grilled meats, or featured in vibrant plant-based dishes, it’s the veg that sells itself

Retailers and chefs alike are encouraged to capitalise on this seasonal surge and stock up to meet growing demand.

people are spending time at home or in domestic holiday spots, further boosting demand for BBQ supplies. By preparing early, retailers not only capitalise on predictable seasonal behaviour but also elevate their role as go-to destinations for summer lifestyle needs.

In short, stocking up on BBQ essentials ahead of the Irish summer is a strategic move with strong financial and customer service benefits.

Pizza da Piero launches summer campaign to drive consumer engagement

Irish artisan pizza base brand Pizza da Piero has launched a summer campaign designed to boost brand visibility and consumer engagement in-store and online, with a prize giveaway worth over €500

The campaign is fronted by popular lifestyle influencer Jen Carroll, known for her home and interiors content, who recently revealed her dream kitchen – now complete with a gas-fired DeliVita Diavolo Pizza Oven from Dominic Smith Expert Electrical, one of the prize partners. The full prize includes:

• A DeliVita Diavolo Gas-Fired Pizza Oven

• A Pizza da Piero hamper featuring award-winning 12” and 5” sourdough pizza bases

• A pizza board, tray, cutter, and branded aprons for both kids and adults

Jen Carroll commented on the collaboration: “I’ve been using Pizza da Piero bases for years they’re made with such good quality ingredients and taste amazing. They’re also a healthier option, which I love high in protein, light, and made without any artificial additives. And now that I have a pizza oven, it takes homemade pizza nights to the next level this summer.”

Pizza da Piero is a family-run Irish business, founded by Italian-born Piero De Vallier and his Dublin wife Cliona, producing artisan sourdough pizza bases made fresh each day in Rathcoole, Co Dublin. The brand continues to gain traction with health-conscious and convenience-driven shoppers, offering:

• No preservatives or artificial additives

• Vegan-friendly and dairy-free bases

• Ready in just five minutes

• Freezer-friendly with a three-week shelf life

With the growing demand for premium at-home dining solutions, Pizza da Piero’s products appeal to families, foodies, and time-pressed consumers alike. Their large bases contain just 365 calories, while the minis are only 130 calories each both versatile formats ideal for lunch, dinner, snacks, BBQs, and sharing meals.

Stocked nationwide in Dunnes Stores, Tesco, SuperValu, Avoca, Fallon & Byrne, and Lotts & Co, and independent retailers, Pizza da Piero is well-placed to support promotional activity through this campaign and ongoing brand awareness.

Piero De Vallier commented: “This summer campaign is about celebrating good food and quality time We’re proud to offer retailers a product that resonates with customers looking for convenience without compromise.”

This campaign is backed by an integrated marketing strategy, including targeted PR activity across food, lifestyle, and parenting media, alongside a strong social media influencer campaign via Jen Carroll’s Instagram.

Staying true to its local, family-run roots, Pizza da Piero has partnered with fellow Irish business, Dominic Smith Expert Electrical, to support the campaign. With seven retail stores and a reputation for smart home technology and outstanding service, Dominic Smith is a trusted name for quality appliances making them the ideal partner for this summer pizza oven giveaway

Retailers and trade partners can expect a strong uplift in brand visibility throughout the campaign period, driven by influencer engagement, social content, and in-store support.

For campaign updates follow @Pizza_ da_Piero on Instagram, Facebook, and @pizzadapiero on Twitter #PizzadaPiero

Get your grill on with Chef this BBQ season

Chef has been an Irish favourite since 1921, proudly produced in Cabra, Dublin. Barbecue season is when Chef comes into its own. Chef is the ultimate barbecue must have with sauces to suit all tastes and occasions.

From zingy tomato ketchup for burgers, smooth brown sauce which makes char-grilled sausages taste great, tangy barbecue sauce with chicken and beef and salad cream which is the perfect salad accompaniment at 60% less fat than standard mayonnaise (leaving more room for dessert!). Not forgetting pickled onions, vinegar and the Irish salad must-have, Chef Beetroot.

Irish consumers love Chef because of the distinctive taste, one which they have grown up with and which is easily recognisable Taste is the key differentiator that Chef has versus the competition;

1. As we move into summer season, there are some key points to note in order to have a strong BBQ Season in-store

2. Placement of key BBQ products beside each other in-store is key – increasing the potential to up-sell and ensuring that the consumer sees your store as a destination shop for BBQ’s

3. Larger pack sizes of sauces tend to sell well at this time of year as consumption levels are high

4.The Irish Summer can arrive quickly and without very much notice – you always need to be prepared with ambient stock like ketchup and sauces on hand

Don’t forget the gas cylinders and the charcoal!

82 CATEGORY FOCUS BBQ

Enjoy A Greener BBQ Season with Calor Patio Gas

As warmer days and longer evenings return; many are preparing for summer and outdoor living. To meet the seasonal demand, Calor has launched its summer BBQ campaign, spotlighting the compact 6kg patio gas cylinder—perfect for barbecues and smaller patio heaters—alongside the popular 11kg cylinder

This summer, Calor is proud to offer Ireland’s first and only renewable patio gas for consumers. While the cylinders look like the familiar grey patio gas, they contain a blend that includes 20% BioLPG - a certified renewable gas made from sustainably sourced renewable vegetable oils, waste, and residue materials. Calor BioLPG is chemically identical to conventional LPG, meaning it can be used in existing appliances without any modifications.

Dermot Hurley, head of Calor Cylinder Sales, explained: “The 6kg cylinder complements our 11kg option, giving customers greater flexibility - whether barbecuing at home or on the go Our patio gas range now includes renewable BioLPG, offering a cleaner, more sustainable energy choice.”

As interest in lowcarbon living grows, Calor’s renewable patio gas provides a simple way for consumers to reduce their environmental impact. For retailers, it’s an opportunity to offer more sustainable energy options that resonate with environmentally conscious customers.

Enjoy summer the greener way with Calor patio gas-same performance, lower carbon footprint.

Cuisine de France: Brioche style bun

Since its debut in 1989, Cuisine de France has become a cherished in-store bakery brand in Ireland, renowned for its exceptional breads and pastries, its commitment to innovation remains unwavering as it introduces exciting new products.

Following the launch of our Brioche Style Bun last year, Cuisine de France is pleased to make it available again for the upcoming BBQ season. The positive reception to the bun’s quality and performance in a BBQ setting has encouraged it to offer it to consumers once more for their summer cooking! It looks forward to it being a popular choice again this year Cuisine de France is confident it will continue to be a preferred choice for elevating your BBQ creations throughout the season.

Elevate your summer offerings with Kilmeaden cheddar

Kilmeaden cheddar is carefully matured for over 10 months, bringing a rich, full bodied flavour that’s perfect for summer gatherings. Whether it’s melted over a juicy burger, tucked under a toasted bap or served alongside grilled favourites, it adds that extra bit of magic to every bite. When BBQ season kicks off in Irish gardens, shoppers reach for ingredients that are quick, tasty and hassle free Kilmeaden has a range of sliced and grated mature cheddars, formats perfect for

outdoor cooking and entertaining. Kilmeaden stands out for its premium taste and trusted quality With convenience now just as important as taste on busy summer days, stocking Kilmeaden’s sliced and grated range means you’re offering customers the best of both. ■

84 MARKET MOVERS

Açaí

Smooch

Açaí: The future of profitable Açaí Bowls

The Açaí boom: A market you can’t afford to miss

Açaí bowls are now a staple in health food. With strong growth across Ireland and Europe, they’re a must for any modern menu. Healthconscious consumers are fueling this demand, and businesses offering açaí are reaping the rewards.

Why Smooch Açaí is perfect for your business

Whether you operate a café, shop, Smooch Açaí offers a plug-and-play solution that’s easy to install, simple to operate, and built to drive profit with minimal input. No complex setups. No need for extra kitchen space. Just one sleek, compact system delivering consistent, high-quality açaí bowls - every time

Key benefits

• Minimal maintenance, effortless operation, and stylish design. Remote monitoring and responsive service included.

• Comprehensive support.

• From installation, training, and supply to marketing and maintenance, it handles everything.

For more information request the Smooch Acai flyer at info@dairyglen.ie or call (01) 286 5000 to speak with its team.

Ampersand brings functional pouch innovation to Ireland with

X-Booster Caffeine and 77 Nicotine launches

Ampersand has launched two exciting new products from global pouch specialist Luna, bringing fresh momentum to the nicotine and energy categories in Ireland. Now available to retailers nationwide, 77 Nicotine Pouches and X-Booster Caffeine Pouches respond to growing consumer demand for clean, discreet, and high-performance functional products. 77 Nicotine Pouches offer a modern alternative to traditional nicotine formats. Free from tobacco, smoke, and vapour, the pouches are available in a range of strengths and flavours, including two premium editions developed in collaboration with Formula 1 driver Valtteri Bottas. With a sleek design and convenient format, 77 supports adult consumers seeking a stylish, low-profile nicotine solution. The brand was recently named Best Nicotine Pouch Innovation 2024 at Intertabac, underscoring its global quality credentials.

X-Booster is Ireland’s first caffeine pouch, developed to provide a fastacting energy boost without the need for drinks or tablets. Each pouch contains 40mg or 80mg of caffeine, and comes in bold flavours such as Cool Mint, Bubble Gum, and Energy Drink. The product has been designed to meet the needs of busy consumers—from students and professionals to drivers and gym-goers. Its growing popularity is reflected in Circle K’s recent rollout, recognising the demand for functional, discreet energy options for consumers on the move

Both 77 and X-Booster are available in 20-pouch cans with an RRP of €6.

For trade enquiries, contact Ampersand on 01 413 0100

Batchelors

Classic reimagined: Batchelors Beans with Ballymaloe Relish

Since 1935, Batchelors has been proudly at the heart of Irish homes - serving up Ireland’s favourite baked beans that have been loved by generations for their delicious taste and great quality Now, as Batchelors marks 90 years of flavour, heritage, and mealtime memories, Batchelors has teamed up with another Irish favourite to bring you a deliciously Irish taste: introducing Batchelors Beans with Ballymaloe Relish.

Proudly rooted in Cork since 1990, Ballymaloe Foods is a family-run Irish business, renowned for crafting delicious, high-quality relishes, sauces, and accompaniments using traditional recipes and natural ingredients.

This exciting collaboration brings together two of Ireland’s most iconic food brands – Batchelors Beans with Ballymaloe Relish – in one rich, flavour-packed tin. Imagine the hearty, homely goodness of Batchelors Beans, blended with the unmistakable, delicate balance of tomatoes and gentle spices of real Ballymaloe Relish. It’s nostalgic and new all at once – a comforting classic, reimagined for today.

Perfect for busy families, students, or anyone simply craving a warm, nostalgic meal, this flavour-packed tin is a new cupboard essential. High in protein and fibre, low in fat, suitable for vegetarians and vegans and one serving provides one of the five daily portions of fruit and vegetables, making them a smart choice for quick, satisfying meals without compromise

Jammie Dodgers targets shopper engagement with surprise NERF promotion

Fox’s Burton’s Companies (FBC) has announced a brand-new collaboration for its much-loved biscuit brand, Jammie Dodgers.

The promotion with Hasbro’s iconic active play brand, NERF, started on 1 May – and will run to 29 July It will see the two come together for an on-pack promotion designed to boost sales and drive brand love

The promotion gives shoppers the chance to win one of 100 NERF SuperSoakers every day, but they’re no ordinary SuperSoakers. These water blasters have been exclusively designed for Jammie Dodgers, featuring the brand’s iconic red pantone and love heart design.

Available across the full range of standard sized Dodgers, mini’s and Jammie Dodger Giant, the campaign will bring new shoppers into the brand by tapping into Nerf’s loyal fanbase and offering them a unique, collectable product.

Likewise, the inclusive fun of the Dodgers brand hits the spot with summer opportunities for water fights like the one shown in Jammie Dodgers advertising campaign last Summer

Jammie Dodgers brand hit the one million milestone earlier this year It is now worth €1.2 million RSV growing 39% in the 52 weeks and seeing continued double-digit growth in the latest 12 weeks, outperforming the market*. This makes Jammie Dodgers’ promotional packs a must-stock for retailers looking to drive their sales this summer

Commenting on the promotion, David Hedson, trade marketing director, FBC, said: “We’re incredibly excited to be launching this promotion with NERF Both brands have a highly engaged and fun-loving core audience, so we wanted to create something extra special for them. The exclusive design can’t be found anywhere else so we expect the promotion to be a real hit with shoppers, providing retailers with an opportunity to drive incremental biscuit sales across the summer months.”

The promotion will be supported across social media and in-store with stand-out point of sale packs available for retailers.

Ampersand

Jammie Dodgers

Smooch Açaí Bowls

X-Booster Caffeine Pouches and 77 Nicotine Pouches

NERF Jammie Dodgers SuperSoakers

QUICK QUESTIONS WITH

ALANNAH READE, account manager, Hunter Communications part of Hunter Media Group.

Hunter Communications is a results-driven PR agency. It has over 15 years of experience delivering compelling and effective campaigns for some of Ireland’s most recognisable brands. It works across a wide range of sectors, including but not limited to: FMCG, Drinks, Beauty, Fashion, Property, Sustainable Energy and Pharmaceuticals.

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

Yellowstone - spanning seven generations, it’s the perfect binge-worthy series.

2. Best place for coffee?

The Shoreline, particularly the outdoor coffee Van. Not only is the coffee great with the best staff, but it also overlooks the ocean.

3. Top movie recommendation?

How to Lose a Guy in 10 Days - It’s a perfect, feel-good movie you never get sick of watching.

4. Top book recommendation?

I love the Harry Potter series. It’s nostalgic, magical, and a comforting read no matter your age.

5. Which social media platform do you use most?

Instagram. I think it’s where I see most updates - from friends, brands, and creators. Instagram gives you a sense of a person/brand’s aesthetic.

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

Desi Perkins. She was the first content creator I ever followed, and I’ve loved seeing how her brand and life have evolved over the years. She’s authentic and creative - I’m still a fan.

7. Best advert on TV?

The Guinness Christmas ad - “The Home of the Black Stuff.” It’s iconic, emotional, and instantly makes it feel like Christmas.

8. Worst advert on TV?

The One Direct Pat Shortt “22222” jingle. It’s been stuck in my family’s heads for years. So annoying - but I guess that means the message worked!

9. Favourite grocery shop?

SuperValu. It has a great selection, especially for fresh Irish produce, and is one of the few stores that stock everything I want.

10. If you had to live in another country, where would you choose?

Tokyo - it’s an incredible city. The culture, the food, the energy.

11. Greatest achievement to date?

Last year, I grew a tomato plant, which brought me so much joy. I’m hoping I’ll be just as successful this year.

12. Do you prefer working from home or in the office/on-site?

I really enjoy the mix, but I find I get so much more done when I work from home.

13. Best piece of advice you ever received?

“Live in the moment.” Growing up with social media, it’s easy to get caught up in curating moments. This always reminded me to be present and to enjoy the experience.

14. Biggest fear? Birds, I’m terrified.

15. City or beach break?

Neither - give me a poolside lounger or a day at a theme park!

16. Top restaurant recommendation?

Pickle on Camden Street. Incredible food and always a great experience.

17. Who is the last artist/group you saw live?

Taylor Swift. It truly was incredible.

18. Apart from your own, what brand do you admire most?

Fenty Beauty. I think it was one of the first major brands to really challenge the beauty industry and change the conversation around inclusivity.

19. Best customer service you ever received?

While on holiday, our taxi from Desenzano to Verona was cancelled at the last minute. The hotel concierge actually offered to drive us to our next hotel - It’s now our go-to hotel when in Garda.

20. What’s the last compliment you received?

Someone told me they loved my new haircut. ■

Alannah Reade, account manager, Hunter Communications part of Hunter Media Group