ShelfLife May 2026 issue

Choice, quality, and consistency

Imperial Brands John Player

Ireland’s market manager

Morgan Lee discusses how the brand’s focus is on working even more closely with its retail partners to meet changing consumer needs

Being brilliant at the basics

Despite the geopolitical conflicts, brands and retailers are showing resilience

The EU Platform Workers Directive What businesses need to be aware of before the new law is introduced

ShelfLife May 2026 Vol.33 No.5

Editor

DONNA AHERN

donnaahern@mediateam.ie

Staff journalist

RYAN BRENNAN ryanbrennan@mediateam.ie

Contributors

JOHN HEALY

CAROLINE REID

NIKKI MURRAN

Head of business

IAN MULVANEY (087) 2208486

ian.mulvaney@mediateam.ie

Account manager

MARK MORGAN (086) 8854930

mark.morgan@mediateam.ie

Circulation subs@mediateam.ie

Publisher JOHN McDONALD (01) 294 7744

john.mcdonald@mediateam.ie

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

May the force be with me

May has truly been a whirlwind of celebrations, style, and standout industry events and thankfully, plenty of opportunities for my glad rags and heels to make an appearance!

The month kicked off in sparkling fashion on 7 May as I attended the 10th anniversary celebrations of the Hunter Media Group’s Collaborations Agency at the ever-vibrant Hens Teeth in Dublin. What began as a simple idea has flourished into a decade of fearless creativity, brilliant partnerships, bold thinking, and a community they can be incredibly proud of. The milestone was marked with a fabulously hedonistic birthday bash, bringing together friends, clients, creators, and collaborators for a night full of energy and celebration.

The following day I attended another inspiring gathering as more than 620 guests from Ireland’s grocery, retail, food, drink, and trade sectors came together for the 10th annual Today’s Women in Grocery (TWIG) fundraising lunch at the Dublin Royal Convention Centre. The event is supported by the Irish Grocers Benevolent Fund (IGBF), which continues to provide invaluable support to industry colleagues facing difficult times.

Rounding off the month in style, I joined industry friends at our prestigious 2026 ShelfLife Grocery Management Awards (GMAs) at Dublin’s Royal Marine Hotel. With almost 320 guests in attendance and 21 awards presented, it was a fantastic celebration of excellence across Ireland’s grocery retail sector. Huge congratulations to the deserving Supreme Champion - National Grocery Retail Manager of the Year, Kevin Fell of SuperValu Thomastown, Co. Kilkenny, whose infectious passion and inspiring enthusiasm truly impressed the judges.

Be sure to check out our June issue for the full and comprehensive GMAs report!

Contents May

Ahern

COVER STORY

24 Morgan Lee, market manager, Imperial Brands, John Player Ireland, talks to Donna Ahern about how the brand’s focus is on working even more closely with its retail partners to meet changing consumer needs.

NEWS&ANALYSIS

and

82 Ones to watch

FEATURES&REPORTS

20 Interview: Donna Ahern recently met with Lynn Hunter, founder of Hunter Media Group, to join her and the team in celebrating 10 years of Collaborations Agency in business.

26 Store Profile: Ryan Brennan spoke to Gary Moore about XL Dunfanaghy’s expansion, growth, and community role in rural Donegal retail.

28 Opinion: Despite the geopolitical conflicts, brands and retailers are showing resilience. John Healy reports.

30 Social Diary: ShelfLife was honoured to attend the prestigious 2026 TWIG networking lunch.

86 20 quick questions: Aoifa SmythMorgan, director, The Collaborations Agency.

OPINION & ADVISOR

16 Caroline Reidy outlines what businesses need to be aware of before the new law is introduced.

18 Recruitment: Nikki Murran reflects on how judging the recent ShelfLife Grocery Management Awards was a reminder of just how much talent exists across Irish grocery retail.

Donna

Dawn Meats acquires Germany’s Alexander Eyckeler GmbH

Dawn Meats has recently announced the acquisition of Alexander Eyckeler GmbH, a Germany-based meat importer and distributor

The move follows Dawn Meats’ acquisition of a 65% stake in New Zealandbased Alliance Group and is part of the company’s ongoing integration with Alliance.

Alexander Eyckeler GmbH is a longstanding German customer of the Alliance Group and is one of Alliance’s largest customers for lamb, mutton and venison, supplying retail, food service and cash and carry markets across Germany.

The company imports, distributes and key account manages Alliance’s Ashley lamb, mutton, and venison brand, which has a dominant market share in Germany.

Alexander Eyckeler GmbH is based in Erkrath, near Düsseldorf in Germany and has been involved in the importing and marketing of chilled and frozen meat specialities from overseas for over 25 years.

Diageo opens Littleconnell Brewery, creates 50 permanent jobs

Diageo recently opened its new Littleconnell Brewery in Newbridge, Co. Kildare

The state-of-the-art brewery forms part of Diageo’s near €1 billion capital investment programme across the island of Ireland between 2020 and 2029

The move marks a ‘significant milestone in the company’s long-term commitment to brewing in Ireland’.

The project, supported by Enterprise Ireland, accommodated approximately 650 jobs during construction and has created more than 50 highly skilled permanent roles, underlining Diageo’s contribution to regional development and skilled employment.

The Littleconnell Brewery will produce a range of ales and lagers, including Rockshore, Harp, Smithwick’s, and Kilkenny, alongside well-known licensed beers such as Carlsberg, supplying both Irish and international markets and strengthening Ireland’s role within Diageo’s global brewing network.

Officially opened by Taoiseach Micheál Martin, the brewery was constructed in under 18 months on a 40-acre site and is powered by 100% renewable electricity

Tesco opens new Superstore at Northside Shopping Centre, creating 65 local jobs

Tesco has officially opened the doors to its brand-new Superstore in Northside Shopping Centre, Dublin 17, bringing 65 new jobs to the community

Open from 8am to 9pm daily, the 20,000 sq. ft store offers customers a bright, modern retail space with an extensive range of Irish food and drink products, alongside much-loved local favourites from brands such as Cadbury’s, Freshways, Butlers Chocolates and Golden Bake.

Shoppers can also enjoy the latest F&F fashion ranges, an in-store bakery, an off-licence, and a DRS machine

Designed with sustainability in mind, the store features energy-efficient lighting and modern fridges with doors to help reduce energy use

Store manager Pamela Geraghty, who has been with Tesco for 28 years, said that the team is excited to welcome customers: “The response from the community has been fantastic.”

Newly renovated Applegreen in Ballinteer now features M&S food store

Applegreen has unveiled a newly developed site in Ballinteer now featuring a dedicated M&S Food offering and a full Applegreen convenience store, providing customers with a strong mix of quality food, convenience, and everyday essentials.

This latest opening marks another step forward in Applegreen’s ongoing expansion of its food and retail offering across Ireland, with a continued focus on delivering high-quality choice and a seamless customer experience for both local communities and commuters.

Ausrine Grikieniene, store manager at Applegreen Ballinteer, said: “We’re delighted to bring M&S Food to our Ballinteer location.

“This opening reflects our commitment to giving customers greater choice, quality food options, and a consistently great experience whenever they visit.”

The Ballinteer opening forms part of Applegreen’s wider €1 billion growth strategy across Ireland, the UK, and the US over the next five years. n

Diageo CEO, Dave Lewis and Taoiseach Micheál Martin at the official opening of the Littleconnell Brewery in Co. Kildare

Gala Retail’s search is on for the Nation’s Best Baker

Gala Retail one of Ireland’s leading community convenience retailers with more than 230 Group stores nationwide, has once again teamed up with Virgin Media Television to launch the 2026 search for Ireland’s Best Baker and Junior Baker of the Year

Following the huge success of last year’s competition, which saw hundreds of entries from talented home bakers across the country, the 2026 search promises to be even bigger, giving Ireland’s most creative bakers the chance to shine on a national stage, win a share of €2,500 in cash prizes, and the opportunity to feature on Ireland AM.

A live bake-off final will take place on 28 May, with finalists judged by food

writer and baking expert Catherine Leyden, alongside TV presenter Cassie Stokes. The 2026 search is supported by O’Brien Ingredients, Ireland’s leading bakery ingredients supplier, with over 60 years of expertise supporting bakers across the island of Ireland.

The competition will be promoted across Virgin Media Television, with the Bake-Off event filmed for Ireland AM, showcasing the finalists, their bakes, and their baking journeys to viewers nationwide

This year, the overall Best Baker will take home €1,500, while the Junior Baker of the Year (aged 12–16) will be awarded €1,000

For further information visit: www.gala. ie bestbaker

O’Toole’s SuperValu Tuam introduces Galway’s first Bulk Reverse Vending Machine

O’Toole’s SuperValu customers have recycled over 3.8 million containers since the launch of the Deposit Return Scheme in February 2024

O’Toole’s SuperValu, Tuam has become the first supermarket in Galway to launch a high-capacity bulk reverse vending machine, enabling customers, local clubs and charities to conveniently recycle larger quantities of plastic containers and aluminium cans in a single visit.

Supported by Re-turn, the new machine can process up to 100 containers per minute, enabling local Galway clubs and charities to return containers more efficiently, with local groups already utilising the service to maximise fundraising.

O’Toole’s SuperValu customers have recycled over 3.8 million containers since the launch of the Deposit Return Scheme in February 2024, and the installation of a third machine further demonstrates O’Toole’s SuperValu’s commitment to sustainability and the local area.

Mary Lardner of O’Toole’s SuperValu Tuam said: “I’m delighted to announce that we have installed our very first high-capacity bulk reverse vending machine, which represents a real win for our community

“This machine enables customers to return a larger number of containers in a single visit, making recycling more convenient while promoting sustainable habits.

“The installation marks an important step forward in achieving our sustainability goals, with the capacity to now process over 3.5 million containers annually

“What makes this milestone even more meaningful is the benefit it brings to local clubs and charities, who can now return containers at a faster rate, raising much-needed funds.”

Since the launch of the DRS initiative, over 570 million containers have been recycled across 574 SuperValu and Centra stores, making Musgrave the largest retailer participating in the scheme

Musgrave Group announced as official supporter of The Ryder Cup 2027

Musgrave has announced its role as an Official Supporter of the 2027 Ryder Cup, set to take place at Adare Manor, Co Limerick in September 2027

This landmark partnership brings together one of Europe’s most successful family-owned businesses, with 150 years of heritage, with one of the world’s greatest sporting events, as the nation prepares to host the Ryder Cup for the first time since 2006.

Through this partnership, Musgrave noted that it will activate across its portfolio of leading brands, including Musgrave MarketPlace, SuperValu, Centra, Donnybrook Fair and Frank and Honest Coffee, engaging communities, customers and colleagues across the island of Ireland.

An important part of the partnership is the inaugural SuperValu Community Day, which will allow its customers to be part of the occasion and experience the Ryder Cup first hand, the food retail, wholesale and foodservice company added.

Commenting on the partnership, Luke Hanlon, managing director of SuperValu & Centra, said: “This is an historic event for Ireland, and one that we know will capture the imagination of our customers, colleagues and indeed the whole nation. Through our brands, SuperValu, Centra, Donnybrook Fair, and Musgrave MarketPlace, we look forward to bringing the spirit and excitement of the Ryder Cup to life in towns and neighbourhoods across the Island of Ireland.

“This partnership is also a fantastic opportunity to connect a global audience with the quality of Irish food and the producers behind it.

“A key element will be the SuperValu Community Day on Tuesday, which will give our customers the chance to be part of the action and experience this iconic event. We’re looking forward to unveiling more in the coming weeks.”

(L-R) Luke Hanlon, managing director SuperValu & Centra, Yvonne O’Meara, O’Meara’s SuperValu Portumna, Jim Garvey, Garvey Group and David Brookes, senior commercial director, European Tour Group

(L-R) Catherine Leyden, Gary Desmond, and Cassie Stokes

Alert Packaging delivers sustainable packaging solutions, reliable supply,

fast turnaround & unmatched

Alert Packaging manufactures high-barrier reelfed flexible packaging for the food industry in Bray, Co Wicklow, offering reliable supply, speed, and flexibility Its packaging solutions help brands protect product quality and extend shelf life. Ideal for the convenience sector, its packaging formats include Roll Stock Film for Form Fill and Seal, Peelable Tray Lidding, Cook in Bag, Resealable Stand-Up Pouches and Gusseted Bags, Thermoform, and M’Steam - a hermetically sealed steam cook film for microwave & conventional cooking. It tailors solutions to fit product requirements and shelflife targets, with recycle-ready options helping brands move toward more sustainable packaging choices.

Its range of sustainable packaging options include recycle ready PE, PP, & Paper options,

compostable, and recycled content materials. These material options help FMCG companies reduce their environmental footprint while enhancing brand reputation and meeting evolving regulatory demands.

In today’s competitive retail environment, consistent supply is critical. Alert Packaging’s robust manufacturing capabilities and continuity of supply ensure customers can meet market demand, avoid costly disruptions, and maintain shelf presence. Its fast turnaround times ensure FMCG brands respond quickly to changing consumer trends, seasonal promotions, and product launches. It can efficiently scale from short runs to high-volume production while maintaining exceptional quality standards. This means fewer bottlenecks and more certainty in supply www.alertpackaging.com

Retailers urged to take final step towards full elimination of banned single-use plastics

Retailers across Ireland are being encouraged to take the final step in fully eliminating banned single-use plastic (SUP) items for sale and supply, as MyWaste recently launched a new national awareness campaign aimed at supporting full sector compliance.

The campaign is backed by key retail industry bodies including Retail Ireland, part of the Ibec group, Convenience Stores & Newsagents Association (CSNA), Retail Excellence Ireland and Retail Grocery Dairy & Allied Trades Association (RGDATA), MyWaste’s Single-Use Plastics campaign is designed to support retailers in completing the final phase of compliance by fully removing any remaining banned SUP items from stock and supply chains, while driving nationwide engagement and reinforcing a unified, sector-wide commitment.

The research, conducted by Empathy Research on behalf of MyWaste, Ireland’s official guide to managing your waste, highlights the Irish retail sector, which has already made significant progress. The vast majority of businesses report that banned items have now been significantly removed from circulation, with just 8% of businesses saying they have been offered banned single-use plastics by suppliers, and only 4% reporting recent purchases. This indicates that the transition away from these products is well advanced across the Irish market.

flexibility

Alert Packaging has over 50 years of experience in Flexible Packaging and is a trusted partner of hundreds of household brands

SuperValu invests ¤2.4m to launch Ireland’s first Irish Wagyu beef programme at scale

SuperValu in partnership with Kepak and Warrendale Wagyu, has invested approximately €2.4 million to develop Ireland’s first end-toend Wagyu beef supply chain, ensuring on-shelf availability 52 weeks of the year in SuperValu around Ireland.

The SuperValu – Kepak Wagyu Beef Producer Programme result in a premium Irish Wagyu beef range, now rolling out across 185 SuperValu stores nationwide and available year-round. The programme is currently supported by 150 Irish farmers, with supply exclusively for SuperValu and participation set to grow to 320 by 2027 as consumer demand continues to increase

The new range promises a dining experience unlike anything offered before. The unique marbling of Wagyu beef melts during cooking, resulting in exceptional tenderness and a rich, buttery flavour profile This creates a distinctive, velvety texture that conventional beef cannot replicate, delivering a consistently premium and memorable dining experience for customers looking to elevate meals at home

Delivered over three years, the investment has focused on farmer support and training, the introduction of Japanese Wagyu genetics, specialised feeding systems, marketing activation and expert consultancy. This has enabled SuperValu to build and scale a premium Irish Wagyu programme in a way not previously achieved by any Irish retailer

The Irish Wagyu beef range, available in SuperValu stores, includes a selection of premium steak cuts alongside more versatile everyday options.

This new partnership will enable both SuperValu and Kepak to bring restaurantquality meat to consumers’ homes, without compromising on taste

(L-R): Will Mitchell, waste prevention officer, MyWaste, Samira Nicolo, senior executive, Retail Ireland (Ibec), Patrick Stratynski, retail manager of Euro SPAR, and Vincent Jennings, CEO, CSNA

Emerging Irish food and drink producers launch in SuperValu

SuperValu recently announced that 21 ambitious producers have launch in stores following completion of the Food Academy programme

This marks a ‘significant’ milestone for these producers as they bring their locally produced products, which will be on shelves for 52 weeks of the year

According to the retailer, Irish tastes are more dynamic than ever before, driven by a refined curiosity for global flavours and modern food cultures.

Local producers are exceptionally agile and creative, delivering products to respond to the rapidly changing consumer tastes.

Finbar McCarthy, commercial director, SuperValu, stated: “As the food sector continues to evolve, programmes like this are essential in nurturing new ideas and ensuring customers can enjoy a wide range of high-quality, locally made products.”

Now in its 13th year, the Food Academy is delivered by a partnership between SuperValu and the Local Enterprise Office and is the only accredited producer development programme in Ireland, from Technological University Dublin (TU Dublin).

Among the producers launching their products are Bia Beirut, Lushmallows and Solanti.

Maxol reveals Homegrown 2026 winners

Maxol recently revealed the three Irish producers who have been selected as 2026 Homegrown at Maxol winners.

The three winners are Super Bites by Oatco, Well. Can’d Water and WONDR Jellies

Now in its third year, Homegrown at Maxol was created to shine a light on Ireland’s world-class homegrown food and drink industry

As part of the programme, the winning indigenous businesses will benefit from tangible support including PR and marketing, access to nationwide retail distribution through the Maxol store network, mentorship and access to a Homegrown alumni network.

From this year’s entries, the judges selected three stand-out products that reflect the growing demand for superior on-the-go offerings.

Brian Donaldson, CEO of The Maxol Group noted that for the first time, there was a clear trend in submissions from small producers creating convenient options tailored to consumers with active lifestyles, looking to make smarter choices.

Maxol is Ireland’s leading family-owned forecourt and convenience retailer, operating in Irish communities for more than 106 years.

More details on www.maxol.ie/homegrown

Maxol launches online grocery and food delivery service

Maxol has recently announced the launch of a new online meal and grocery delivery service in partnership with Copenhagen-based food-tech company Noahs, marking a significant evolution in the forecourt retailer’s foodservice strategy

The new service is live at the first three Maxol stores – Newbridge (Kildare), Ardbrae (Wicklow) and the Long Mile Road store (Dublin), where cooked-toorder meals and a selection of groceries are available for delivery via aggregate partner, Just Eat.

This is the first phase of a planned rollout to over 60 locations and more home delivery options (Uber Eats and Deliveroo) will soon be available nationwide

The initiative reflects the growing demand for high-quality, digitally accessible food beyond traditional breakfast and lunchtime occasions.

Under an exclusive 18-month agreement marking Noahs’ entry into the Irish market, the company is helping digitise Maxol’s fresh food operations.

In a first for the forecourt convenience sector in Ireland, the service enables customers to order from multiple food concepts alongside a range of Maxol’s grocery lines within a single digital journey.

Brian Donaldson, CEO of The Maxol Group, said: “With more meals being consumed outside the home, this partnership represents a natural extension of our fresh food proposition allowing us to move beyond our traditional breakfast-to-lunch focus and offer high-quality, cooked-to-order meals later in the day.

“We wanted to go further than meal delivery by integrating grocery and convenience items into the same digital journey.”

It forms part of Maxol’s broader transformation into a leading convenience food retailer and with food now as important to Maxol customers as fuel, the company has also taken the decision to extend the opening hours of its instore Maxol Delis beyond the traditional 3pm close to 10pm.

According to Donaldson, this helps reinforce the businesses’ objective of being the go-to convenient food destination for communities and commuters at all times of day.

For further information visit www.maxol.ie n

(L-R) Conor Ralph, Brian Donaldson, Laura Murphy and Mark Birrane

(Back row L-R) Arlene Hopkins, Lushmallows, Carmel Biggane, Food Academy manager, Pamela Farah, Bia Beirut, Rose McGahan, senior enterprise development officer, LEO Fingal and (Front Row L-R) Rabih Farah, Bia Beirut and Noel Walsh, Solanti

Daniel Baven and Brian Donaldson

Siobhan McAuley, interim market head for Ireland in the Mars Health and Wellness division, UK and Ireland

Mars Wrigley appoints Siobhan McAuley as interim market head for Ireland for Health and

Wellness division

Mars Wrigley has announced the appointment of Siobhan McAuley as interim market head for Ireland in the Mars Health and Wellness division, UK and Ireland.

In her new role McAuley will develop manage, and execute Irish market strategy to drive sustainable growth across the business, with a focus on the continued success of the KIND and Trü Frü brands in the Irish market.

Commenting on her appointment, McAuley, said: “It’s an exciting time of growth for the business, and I’m eager to build on this momentum and drive the continued growth of Mars’ Health and Wellness brands here in Ireland and provide consumers more choice in snacking.”

Peter Morris, Health and Wellness director, UKI, added: “Since joining the Mars team in 2021, Siobhan [McAuley] has demonstrated a true passion for health and wellbeing initiatives, both from a brand perspective and in terms of supporting her peers and fellow associates.

McAuley joined Mars Ireland in 2021 and has played a key role in managing multiple customers for Mars Wrigley, Mars Food and Mars Pet Nutrition.

Most recently in her role as National account manager she successfully led the launch of popular new products including M&Ms Minis and Maltesers White, driving sales and distribution, and boosting growth for her accounts and Mars Wrigley.

Prior to working at Mars Ireland, she has held several sales roles with Hachette UK and Ireland.

PROTEIN-RICH SNACK

Protein-led snacking continues to drive growth across the category, and CheeseO’s offers retailers a distinctive proposition within this space. Made using 100% Irish cheddar, CheeseO’s are an ambient, high-protein snack delivering 8g of protein per 20g bag, with less than 120 calories per pack. The range is also gluten free, high in calcium and suitable for vegetarians, supporting strong appeal across multiple shopper segments.

Produced in Fermoy, Co Cork, the range taps into demand for simple, recognisable ingredients while offering clear on-shelf differentiation. The unique baking process creates a light, crunchy texture without oil, delivering a clean, non-greasy eating experience that resonates with today’s more health-conscious shopper

The range includes a mix of familiar and flavour-led options such as Cheddar, Cheese and Onion, Salt and Vinegar and Pickled Onion, aligning with well-established crisp flavour profiles to support trial and repeat purchase

From a retail perspective, CheeseO’s is designed for ease of distribution and strong in-store visibility The range is available in shelf-ready packaging, clipstrips and hanging card formats, making it suitable for multiple touchpoints across the store. With a long ambient shelf life and no refrigeration required, it offers operational simplicity alongside strong category credentials.

CheeseO’s provides retailers with an opportunity to introduce a differentiated, protein-rich snack that sits confidently between better-for-you and mainstream snacking.

To place an order, please contact your Ampersand representative, call: 01 413 0100 or email: info@ampersandsales.ie

Shinji Yamaguchi, managing director, Yakult UK & Ireland

Shinji Yamaguchi appointed managing director of Yakult UK and Ireland

Yakult UK & Ireland has appointed Shinji Yamaguchi as managing director (MD). He will succeed Hiroaki Yoshimura, who moves to the company’s European headquarters, in the Netherlands, as managing director of Yakult Europe

According to the probiotic company: ‘Yoshimura leaves a strong legacy in the UK and Ireland through an expanded product range, panEuropean campaigns such as ‘My Yakult’, and increased consumer awareness of gut health.

‘Yamaguchi’s appointment builds on this momentum while bringing a fresh perspective and direction for the Ireland and UK business.’

Yamaguchi brings over three decades of experience within Yakult to his new role Having begun his career in home deliveries, the bedrock of Yakult’s direct-to-consumer model, he has since held positions across markets and functions.

This includes the United States, where he contributed to building the initial Yakult business across sales, logistics and operations.

Most recently, he worked within Yakult’s International Business Division in Japan, leading market development plans as well as contributing to strengthening capabilities across the business globally

Commenting on his appointment, Yamaguchi, said: “Having worked in a number of international markets, I’m excited to now lead the continued growth of Yakult across the UK and Ireland. “These are mature markets with strong foundations where Yakult has earned a position of trust through its unmatched expertise in the field of probiotics.”

Yamaguchi’s global experience brings the vital skill of linking corporate objectives with local priorities. n

CSNA NEWS

National President, CSNA

Newspread fuel surcharge

We are pleased to note that Newspread are removed the fuel surcharge with effect from week commencing 11 May. This change will be evident from invoices dated 17 May 2026.

The average price of diesel at the pumps throughout Ireland has dropped over the past two weeks. While it still remains significantly higher than the pre-Iran war prices, we have always encouraged Newspread to remove the surcharge at the earliest possible opportunity.

Court poor box

We have noted on several occasions of late that summonses for shoplifting are being dealt with by way of donations to a charity or via the Court Poor box rather than by way of fines and-or a conviction.

We would have to respectfully suggest that the first recipient of compensation should be the victim of the theft, the store owner.

While we are not permitted to write directly to the individual judges, we have voiced our concern to the Department of Justice and a number of legislators.

CSNA will campaign for the victims of theft to be considered to be “preferential creditors” and have a right to have an Attachment of Earnings Order” applied against the convicted persons to cover the value and agreed costs in instances where there have been thefts, drive-offs and burglaries.

Judges should by all means be entitled to show both mercy and charity, but not, we believe, at the expense of real victims.

CSNA NEWS

CSNA NEWS

SARA ORME

IF

Exciting announcement: Our speakers for the empowering store owner’s event

We are thrilled to introduce our three speakers for our upcoming event on 26 May in Castleknock Hotel aimed at empowering store owners. In line with our event’s theme, we aim to provide valuable training and information for all attendees.

Our speakers

Aidan Tighe from Mayo Sligo Leitrim Education

Tobacco licence – updates

The Association contacted the Tobacco Control Office to seek updates on the below

1. Request an update on the EFT payment option

2. Issues with data between the HSE and Revenue/CRO

Please see their reply below. We will continue to communicate with the Tobacco Control Office and update members.

I can confirm that the HSE is absolutely committed to providing an electronic bank transfer option. This is being actively progressed with our IT partners at present with a view to it being live and available to all applicants before the required licence cut-off date.

We will of course update you and all stakeholders when this facility is active and in the meantime, we would encourage all those who can complete the application process using the card-based process to do so.

In relation to the issue of reconciliation of data between the HSE and Revenue/CRO portals;

Training Board will discuss several new training initiatives exclusive to CSNA.

Ruth Conefrey from the Food Safety Authority of Ireland (FSAI) will cover FSAI inspections, common pitfalls, and share insights about their ‘Train the Trainer’ course, which has recently been completed by vice president Flora Crowe and our president Sara Orme.

Richard Collins, Walfrid Private CEO will be speaking about how Irish retailers can better protect, extract, accumulate, and retain wealth using strategic business and personal wealth planning frameworks.

To book your place email Laura at laura@csna.ie today to avoid disappointment.

again, I can confirm that this is currently being prioritised with our IT partners with a view to a resolution as quickly as possible.

As you are aware as of the 2 February retailers that were already registered with the HSE and business selling nicotine inhaling products on that date have the six months to

apply for their licences.

We appreciate your members’ patience as we work through these issues. We continue to support all businesses through this application process and your members can contact us with any queries on 045 988204 or email tobacconehs@hse.ie n

CSNA vice president Flora Crowe and president Sara Orme

‘Getting the right balance of protein, carbs, and hydration is essential’

Donna Ahern recently caught up with Offaly hurler Adam Screeny to chat about his role as a Glenisk brand ambassador and his career to date

Adam Screeney is an Irish hurler best known for his performances with Kilcormac–Killoughey at club level and the Offaly senior hurling team at inter-county level.

Keeping hurling talent firmly in the family, Screeney is also the brother of Jack Screeney, who has represented Kilcormac–Killoughey and previously played for the Offaly senior hurling team.

He recently became a brand ambassador for Irish organic dairy brand Glenisk.

Glenisk is a family-owned Irish dairy, crafting organic and natural yogurt at the Glenisk Innovation Centre in Killeigh, Co Offaly for over four generations. With a commitment to sustainability, innovation and Glenisk ‘continues to champion simple, honest food that supports people and planet alike’.

Glenisk is a ‘proud’ sponsor of Offaly GAA and the Offaly Camogie and Offaly Ladies Football teams.

Q: As an inter-county athlete and Glenisk brand ambassador, how does the brand’s focus on natural, nutritious products align with your approach to performance, recovery, and overall wellbeing?

A: I find Glenisk products really beneficial in all aspects of my preparation, especially recovery Their yogurts contain the right balance of protein, carbs, and nutrients that help support performance and recovery, while also being low in fat. When you’re training and playing at a high level, having natural, nutritious food that you can trust is really important.

Q: Recent research highlights a generational shift in how people view food and wellbeing.

Offaly hurler Adam Screeny

From your perspective as a young elite athlete, what positive trends are you seeing in how people in Ireland approach nutrition?

A: I think there’s definitely a greater awareness now around the importance of nutrition and maintaining a balanced diet. People are becoming more educated about nutrition, especially protein, and there’s a bigger focus on making healthier choices and understanding how nutrition impacts both physical and mental performance.

Q: How do you hope to use your role as a Glenisk ambassador to encourage families to see food not just as fuel for sport, but as something that supports health, connection, and everyday performance?

A: In this role, I’d like to help show people, not just athletes, how much of an impact a healthy, balanced diet can have on your dayto-day life, from energy levels to overall wellbeing.

Even something as simple as a Glenisk yogurt can provide a great source of protein and nutrition that supports people through busy everyday routines. Many Irish consumers prioritise quality and provenance when choosing food.

Q: As an athlete, how important are these factors in your own diet and preparation?

A: Quality is hugely important. As an athlete, preparation and recovery are key, and nutrition plays a massive role in both. Getting the right balance of protein, carbs, and hydration is essential, so knowing where your food comes from and trusting the quality behind it really matters. That’s one of the reasons I’m delighted to partner with Glenisk.

Q: Can you tell me – what has been the highlight of your career as a GAA player?

A: Definitely winning the U20 All Ireland Final in 2024 That’s a moment I’ll always remember

Q: Who has been the most difficult opponent that you have faced on the pitch?

A: Probably Mike Casey. He’s incredibly tough, physical, and very hard to play against.

Q: As someone performing at a high level in sport, what do you think are the biggest misconceptions people have about what “eating well” really means?

A: I think sometimes people focus too much on the quantity of food they’re eating instead of the quality of it. Eating well doesn’t mean cutting everything out; it’s more about balance, making good choices, and giving your body the nutrition it needs.

WITH THE BRAND

“In this role, I’d like to help show people, not just athletes, how much of an impact a healthy, balanced diet can have on your day-to-day life, from energy levels to overall wellbeing” .

Q: In your role as an ambassador, how do you encourage people to make small, sustainable changes to their diet that can have a real impact on their energy, performance, and long-term health?

A: I think small changes can make a huge difference over time It could be something simple like improving one meal a day or swapping an unhealthy snack for a yogurt or higher protein option.

The most important thing is making changes that are realistic and sustainable, rather than trying to completely change your diet overnight.

Q: Can you tell us something about yourself that we don’t already know?

A: Something people might not know about me is that during the summer, if I’m not training or playing, you’ll probably find me out on the golf course n

Adam Screeny was recently appointed brand Ambassador for Glenisk

The EU Platform Workers Directive

Caroline Reidy outlines what business’ need to be aware of before the new law is introduced

The EU has introduced a new law called the Platform Workers Directive (Directive (EU) 2024/2831). It was adopted in October 2024 and must be transposed into Irish law by 2 December 2026.

The goal of this Directive is to improve working conditions for people who get work through digital platforms, for example food or product delivery apps or taxi apps and to make sure the way these platforms manage workers is fair and transparent.

In Ireland, questions about whether someone is an employee or a selfemployed contractor have already been a topic of focus in recent years following The Supreme Court case in Revenue Commissioners v Karshan (Midlands) Ltd t/a Domino’s Pizza. This Directive adds an extra layer by focusing on the classification of individuals who obtain work arranged through online platforms.

While Irish guidance is still in development, the Directive will likely apply regardless of whether the worker is called an employee or called selfemployed, provided the work is facilitated through the platform. It will apply if there is an intermediary involved or there is no direct contract between the platform and individual workers. It will apply to any digital labour platform operating within the EU, even if the company itself is based elsewhere, so long as the work is carried out within the EU

What counts as ‘Platform work’?

Platform work refers to work that is organised or allocated through a digital platform such as a website or mobile app, where jobs or tasks are performed by individuals for payment at the request of a customer, and the platform acts as an intermediary using technology to allocate, manage or monitor performance.

The definition is broad, so it is important for companies to review whether they fall in scope of the legislation without realising it For example, it could include using delivery apps for online orders, ordering taxis, online task work, freelancing, gig workers scheduled through apps etc. This means that a company who doesn’t think of itself as a“platform” might still fall under the rules.

New rules on algorithms and automated systems transparency

A key part of the Directive focuses on algorithm accountability, oversight and transparency. As part of this, if a company uses automated systems to make decisions about workers, for example with task allocation, monitoring performance or decision making (such as where AI is used in Recruitment or shortlisting candidates) the company must inform the individual upfront.

Where decisions are potentially made by automated systems, the Directive requires that meaningful human oversight is implemented, including the ability to override the automated decision.

Digital Platform companies must examine how data is being collected

CAROLINE REIDY

Caroline Reidy, head of NFP HR Solutions, HR and Employment Law specialist

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

and used by automated systems, especially when systems affect workers’ pay, tasks, or monitoring, and disclose how personal data is being processed.

Presumption of employment

The Directive’s‘rebuttable presumption of employment’ does not change existing law regarding the classification of worker status as employee versus independent contractor. However, if the platform controls how someone works, e.g., gives instructions, assigns jobs etc. then the law may potentially assume the person is an employee, not a contractor If there is a potential dispute about status of an individual worker, it will be for the business to prove the person is not an employee.

What are practical steps businesses can start now to prepare Businesses should begin preparing now by:

• Checking whether your company falls within scope of the Directive and could be seen as a digital labour platform This includes looking at if work is arranged or delivered through a website or app, whether services are provided at the request of the customer, or do you use automated systems to monitor work or make decisions.

• Review the status of workers using the‘Code of Practice on Determining Employment Status’ developed by the WRC, DSP and Revenue: Determining the employment status of an individual.

• Review contracts to to ensure they reflect the operational reality, and be ready to justify where independent contractors are genuinely self employed.

• Review any technology used to manage platform workers, making sure people clearly understand how these systems make decisions, explaining in simple language what data is collected, how it is used, ensuring humans are involved in important decisions, and giving workers a clear way to appeal any automated decisions.

• Ensuring the right people are aware in your company and keeping up to date with developments in the legislation. Be prepared to review and adapt policies and procedures as the deadline for the legislation approaches

Conclusion

The Platform Workers Directive represents a major step forward in

regulating digital and app based work across the EU It is not just relevant to gig economy platforms, it applies wherever work is allocated, managed, or monitored through digital systems. By preparing early, companies can reduce risk, ensure compliance, and

make relevant adjustments ahead of December 2026. If you require further support or advice relating to HR, please do not hesitate to contact us at hrsolutions@nfpireland.ie / (066) 710 2887. For more information visit https://nfpireland.ie n

People, belief, passion, community and customer focus

Nikki Murran reflects on how judging the recent ShelfLife Grocery Management Awards, which took place on 13 May, was a reminder of just how much talent exists across Irish grocery retail

Listening to some of the country’s top retailers speak about their stores, teams and communities was genuinely inspiring. Across every category, from convenience and forecourt to supermarket and discount retail, one thing became very clear: the best store managers are rarely successful by accident

It also raised an interesting question What is it that separates good retailers from exceptional ones? What common traits appear again and again among the very best operators in the country?

Future leaders

While every retailer had their own personality and management style, several characteristics consistently stood out. For employers trying to identify future leaders, these are the qualities worth watching for.

The first, and probably the most important, is that great retailers are obsessed with people

They are obsessed in a real and authentic sense. The strongest store managers are invested in the people around them. They care about their teams, they want to see people develop and they create environments where staff feel supported and valued. As a result, they get buy-in.

Teams work harder for managers who care about them. The best retailers understand that strong cultures create stronger stores They know happy, engaged teams tend to deliver better standards, better customer experiences and ultimately better commercial performance.

That same focus extends beyond their own staff Top retailers are deeply connected to their customers and communities. They listen, they notice trends and they understand what their customers want from their local store. They also build relationships naturally, whether that’s with suppliers, neighbouring businesses or regular shoppers who call in every day. At its core, grocery retail is still very much a people business.

Belief

Another trait that consistently stood out was belief

The strongest store managers believe in their store, their team and their brand. They take pride in what their business represents locally, and they see their store as more than simply a place that sells groceries.

That confidence matters.You can feel it when you walk into well-run stores. Standards are high because expectations are high.Teams buy into the culture because management buy into it first.

Community involvement

Community involvement was another major common denominator.

Nearly every top-performing retailer spoke passionately about their local

NIKKI MURRAN Director,

Grocery Retail Recruitment, Excel Recruitment www.excelrecruitment.com

area and the importance of giving something back Whether it’s sponsoring local sports teams, supporting school raffles, organising charity events or simply helping local causes, the best retailers understand the value of community connection.

They never take customer loyalty for granted.

Regardless of whether it’s a convenience shop, a supermarket or a discount retailer, the strongest store managers position themselves as part of the local community. Customers know them, trust them and associate them with the store itself

Passion

Passion was another recurring theme.

The best retailers still genuinely love the industry They are passionate about developing people, passionate about fresh food and passionate about delivering consistency and high standards every single day.

You can hear it when they speak. Their enthusiasm lifts their teams and creates positive cultures within their stores Retail can be demanding and fast-paced, but the strongest operators still speak about it with energy and pride.

Customer service

And finally, there is customer service.

While people and relationships are central to great retailing, the customer remains at the centre of every decision strong store managers make

For the best retailers, customer service is not a KPI or a department. It is the foundation of the business. Every decision, from staffing levels to store presentation, is made with the customer experience in mind

In a market where customers have more choice than ever, consistency and service are often what keep people coming back

And perhaps that is the real takeaway from meeting some of the country’s best retailers. Exceptional store managers are not just operationally strong They lead with people, belief, passion, community and customer focus.

The commercial results usually follow. n

‘PR has evolved significantly over the last decade’

Donna Ahern recently met with Lynn Hunter, founder of Hunter Media Group, to join her and the team in celebrating 10 years of Collaborations Agency in business

ShelfLife recently joined the Hunter Media Group team to celebrate a major milestone: 10 years of The CollaborationsAgency alongside the continued success of Social Content HQ,the group’s specialist social-first content and digital storytelling division,at an exclusive industry gathering in Hen’sTeeth.Bringing together leading names from across media,hospitality,lifestyle and communications,the event delivered a standout evening of entertainment,cocktails and premium hospitality,firmly cementing Hunter Media Group’s position as one of the industry’s most influential integrated communications agencies >>

Lynn Hunter, founder, Hunter Media Group

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 and healthy salad bowls.

Hunter Communications is the agency that started it all at Hunter Media Group.Lynn Hunter created a conversation for brands that demands attention while staying true to who you are.Hunter used her expertise to craft compelling PR campaigns that cut through the noise and stand out to your target audience.

Whether you need fresh and impactful copywriting,a results-driven social media strategy or a next-level brand event, team Hunter curates the optimal PR plan for businesses.

Chatting to Hunter at the event,it was clear she was enjoying the success of the evening,as guests and industry figures gathered alongside the Hunter Media Group team to celebrate a defining milestone for the group.

Hunter explains:“When I founded Hunter Media Group, I recognised a growing gap in the market Brands were increasingly relying on multiple agencies across PR,influencer marketing,events,content creation and social media,often resulting in fragmented campaigns and disconnected messaging.I wanted to create an integrated communications business that could deliver every element of a campaign cohesively under one roof.”

Defining moment

A defining moment that validated the decision to launch the business came when clients began to fully recognise the value of an integrated approach

“The defining moment came when clients began to fully see the value of an integrated approach,”she says.

“As campaigns became more multi-channel and socially driven,brands recognised the benefit of having strategy,PR, influencer marketing,experiential and content creation working seamlessly together.Seeing campaigns deliver meaningful commercial impact while building long-term client relationships reinforced the vision behind Hunter Media Group.

Fully integrated campaigns

The original vision has evolved into a multi-disciplinary group delivering fully integrated campaigns across PR,influencer marketing,experiential,digital and social-first content.

“My original vision was always to build an agency that could evolve alongside the media landscape,”Hunter highlights.

“Over the past decade,that vision has grown into a multidisciplinary group with PR expertise at its core,supported by specialist sister agencies including The CollaborationsAgency, now celebrating 10 years in business,and Social Content HQ,which specialises in social-first content and digital storytelling.

“Together,we deliver fully integrated campaigns that move seamlessly from strategy and pre-promotion through to influencer engagement,experiential activations and postcampaign amplification.”

Culturally relevant campaigns

What sets Hunter Media Group apart is its ability to see the full picture from the outset and build bespoke teams around each client’s specific needs.Rather than outsourcing to multiple third parties,the group draws on expertise across PR,influencer marketing,experiential,digital and content creation to deliver cohesive campaigns with stronger alignment,faster execution and greater commercial impact

“Combined with deep experience across FMCG,retail,

hospitality,lifestyle and consumer brands,we continue to create culturally relevant campaigns that genuinely connect with audiences,”she adds.

Evolution

PR has evolved significantly over the last decade,particularly with the rise of social media,influencers and creator-led content.

“Traditional media relations remain incredibly important, but brands now need integrated strategies that connect with audiences across multiple platforms and touchpoints,”Hunter notes.

“We have adapted by placing greater emphasis on influencer partnerships,digital storytelling,communitybuilding and experiential activity alongside earned media to create campaigns that feel authentic,engaging and culturally relevant,”Hunter noted.

Big lessons

So,what lessons have shaped Hunters approach moving forward?

Hunter highlights that one of the biggest lessons over the past decade has been the importance of staying agile and culturally connected

“Consumer behaviour,media habits and digital platforms are constantly evolving,so flexibility and innovation are essential,”she states “Building strong relationships, understanding audiences and remaining open to new ways of communicating have all played a key role in shaping our continued growth and long-term strategy.”

Accomplishments

She told ShelfLife that one of the biggest accomplishments that she is most proud of is building long-standing relationships with both clients and collaborators while

consistently delivering campaigns that exceed expectations.

“From large-scale experiential activations and nationally recognised earned media moments to social-first campaigns that generate genuine cultural conversation,we have built a reputation for delivering meaningful results while continuing to evolve alongside the industry,”Hunter quips.

Looking ahead to 2026

Looking ahead to 2026,Hunter Media Group’s focus is on continuing to strengthen the group’s integrated offering while expanding its digital,influencer and content capabilities even further

She says:“As consumer behaviour continues to evolve,we want to ensure clients can access best-in-class expertise across PR,social,experiential and creator-led marketing within one connected structure.Continuing to innovate while maintaining strong client relationships will remain central to our growth

“At the core of Hunter Media Group is collaboration,both internally and with our clients.Our success has always been built on strong relationships,creative thinking and a shared commitment to delivering campaigns that feel authentic, culturally relevant and commercially impactful.As the industry continues to evolve,that collaborative and integrated approach remains central to the future of the business,” Hunter concludes. n

As consumer behaviour continues to evolve, we want to ensure clients can access best-in-class expertise across PR, social, experiential and creatorled marketing within one connected structure.

Lynn Hunter, founder, Hunter Media Group

*Puff count is a maximum estimate of 1 second puffs per pod based on lab testing of newly manufactured products Actual number of puffs may vary depending on individual usage and flavour.

THIS PRODUCT CONTAINS NICOTINE. For existing adult smokers and vapers only. 18+ only. Not a smoking cessation product. © Fontem 2026

Choice, quality, and consistency

Morgan Lee, market manager, Imperial Brands John Player

Ireland talks to Donna Ahern about how the brand’s focus is on working even more closely with its retail partners to meet changing consumer need

Morgan Lee,market manager at Imperial Brands John Player Ireland,has spent two decades in the business,progressing through senior commercial roles before taking on his current position in 2019.A farmer’s son from the County Offaly,Lee is no stranger to hard work and to managing change Over the past 22 years in Imperial,he has seen much change Here,he shares his perspective on the evolving nicotine landscape in Ireland.

Excise impact

Speaking with ShelfLife,Lee,states:“Excise policy needs to reflect the reality of what’s happening in the market There are thousands of smokers in Ireland who deliberately don’t purchase their cigarettes or tobacco from Irish retailers.Revenue data shows that 37% of cigarettes consumed here are sourced illegally,abroad,or through duty free,rising to 49% for rolling tobacco.

“That’s a huge loss for retailers - not just on tobacco sales,but on all the additional purchases that typically come with them Freezing excise rates,rather than increasing them further,would help reduce the incentive for consumers to shop elsewhere and support local retailers in retaining footfall and revenue. ” Category evolution What

replacement of combustibles Cigarettes remain massively important,but growth is increasingly coming from alternatives like oral nicotine pouches and vaping products

“Consumer behaviour is diversifying Many adult smokers still value combustibles, but they’re also incorporating smoke-free options depending on the occasion.Oral nicotine pouches offer a discreet,odour-free option,while vapes provide flavour variety and customisation These products often complement rather than replace traditional products,”he explains.

“For retailers,this is positive.Combustibles continue to deliver scale and footfall, while alternatives bring higher margins and incremental growth Together,they support basket value and overall category resilience.”

Brand differentiation

Lee notes that with ZONE,Imperial Brands John Player Ireland’s focus is on delivering a superior sensory experience and making that differentiation clear at the point of sale,while fully complying with Ireland’s regulatory framework.

“One of our key innovations is the 7-dot strength system,which gives consumers a simple,intuitive way to understand product intensity at a glance.That clarity makes the product easy to shop,easy to range,and supports trade-up opportunities for retailers,”he highlights.

Consumers are looking for choice, quality, and consistency, and our pipeline is focused on delivering that in a responsible and compliant way.

Retailers are under real pressure from illicit trade and declining tobacco sales, so our focus is on helping them protect footfall, margins, and overall category value.

“By combining strong brand cues with a clear proposition‘Instant Kick,EndlessTaste’- we’re able to stand out in a crowded category while delivering value for both retailers and adult consumers.

Incremental sales

Vaping remains the largest alternative nicotine category in Ireland in terms of scale and consumer penetration.

So,does Lee see oral nicotine pouches overtaking vaping commercially in Ireland - and what signals are retailers seeing on the ground so far?

“At this stage,vaping is still a considerably larger category than oral nicotine pouches in Ireland,both in terms of sales value and shopper penetration,”he says “It has greater scale, broader awareness,and a more established consumer base,so commercially it remains the dominant alternative to combustibles,”he says

“That said,what’s really encouraging is the momentum we’re seeing in oral nicotine pouches,and we have really seen this since our launch of ZONE particularly in October 2025. Retailers are reporting strong trial,high repeat purchase,and steady rate of sale improvement,particularly as shoppers look for discreet,smoke free options that fit more moments across the day.Distribution is expanding and consumer understanding is improving,which is creating solid growth off a smaller base.

“In the short to medium term,it would be a stretch to say oral nicotine will overtake vaping,instead,we see it as complementary growth,bringing incremental sales On the ground,retailers are telling us that a balanced range across vape,oral nicotine,and combustibles is what’s driving the best commercial outcomes today,”Lee adds.

“Overall,vaping leads on scale,oral nicotine leads on growth,and together they’re reshaping the future of the nicotine category in Ireland”

Retail support

“Retailers are under real pressure from illicit trade and declining tobacco sales,so our focus is on helping them protect footfall,margins,and overall category value”Lee states

“That includes offering value driven ranges like JPS in FMC and Riverstone in FCT to retain price-sensitive consumers within the legal retail channel At the same time, we’re supporting margin growth through newer categories that offer stronger profitability.

“It’s about striking the right balance between value and premium,while giving retailers the tools they need to remain competitive.”

Consumer focus

When Lee previously spoke with ShelfLife he emphasised that the“starting with the consumer ”approach translates into commercial decisions around product range,pricing,and in-store execution.

“’Starting with the consumer’isn’t just a slogan for us - it’s a core behaviour that shapes every decision we make.We look at how adult consumers use nicotine today - their needs,their

moments - and build our range,pricing,and in-store execution around that,”he notes.

“For example,ZONE was developed to meet demand for instant nicotine delivery combined with longer-lasting taste That insight directly informed the product design and strength system.

“With Blu,we’ve also recognised that Irish consumers are looking for change,particularly with evolving vape regulation and limited variety in rechargeable options.That’s informed how we’ve developed our latest offerings

“In-store,it’s about simplicity - clear communication, intuitive cues,and strong visual execution to make the category easy to navigate and shop.”

Future innovation

Looking ahead to 2026 and beyond,Lee outlines that the brand’s focus is on working even more closely with its retail partners to meet changing consumer needs.

“Innovation starts with collaboration.By understanding what’s happening on the ground - how shoppers are evolving and where opportunities exist - we can shape our product development accordingly,particularly in next-generation categories like oral nicotine,”Lee explains.

“Consumers are looking for choice,quality,and consistency, and our pipeline is focused on delivering that in a responsible and compliant way.That means developing products that address real usage occasions while remaining simple for retailers to execute in-store.”

Final thoughts

Onconclusion,Leehighlightedthatnoneof thisprogresswould be possible for the brand without the supports of Imperial Brands John Player Ireland’s retail partners and their teams.

“They play a critical role every day in serving customers and driving the category forward,”he says

“I’m hugely grateful for that collaboration,and I look forward to continuing to build both new and existing categories into sustainable,long-term growth for our collective businesses.” n

Morgan Lee, market manager, Imperial Brands John Player Ireland

Morgan Lee, market manager at the Imperial Brands John Player Ireland HQ, Park West, Co. Dublin

Ryan Brennan spoke to Gary Moore about XL Dunfanaghy’s expansion, growth, and community role in rural Donegal retail

XL Dunfanaghy transformation drives rural retail growth

XL Dunfanaghy owner Gary Moore has overseen a remarkable transformation of his store since taking it over in 2011, evolving it from a 70sq metre convenience outlet into a 220sq metre modern community retail destination serving both locals and seasonal visitors in Co Donegal

The retailer reflects on how the business has grown from a modest start with no prior retail experience into a key part of the Dunfanaghy community, supported by investment, diversification and strong local relationships.

“We took over in 2011 with no previous experience. We had 70 square meters only offering convenience products, says Moore.

Early development included a small renovation in 2012, but the most significant change came in 2024 when the business partnered with the XL Group, unlocking a major expansion and refit that reshaped the store’s offer and identity

A key milestone was joining XL, which provided fitout support and helped deliver a full modernisation of the store.

“A key milestone was joining the XL Group in 2024; they helped with the fit out, we put in a deli and off-

licence and extended McCarron’s family butcher’s department, all of which expanded the size of the store to 220 square meters.”

Serving a dual community

Located in the heart of a small coastal village in North Donegal, XL Dunfanaghy serves a large rural catchment area while also catering for a significant tourist population driven by holiday homes and seasonal demand

Moore describes this dual customer base as a defining feature of the business and a key factor in shaping its product range and pricing strategy

“Dunfanaghy is a small village which serves a large rural community It is also a popular holiday destination with lots of holiday homes, which we consider our second community,” he explains.“With this in mind, we provide for both, with variety and value for money offers.”

This combination of year-round local trade and seasonal peaks has allowed the store to balance consistency with flexibility, adapting ranges to meet changing consumer needs across the year 2024 revamp delivers

immediate growth

The 2024 refurbishment marked a turning point for the business, significantly increasing floor space and allowing for a broader food and beverage offer, including deli services, an expanded butchery counter and a dedicated off-licence

The investment quickly translated into stronger performance across multiple categories, with notable increases in food-to-go, coffee and fresh produce sales.

“Our revamp in 2024 was a major upgrade to our store, with the help of our new business partner, XL investing in our business, we were able to put in the deli, off-licence, and extend the butchers,” says Moore.“The

“Our biggest compliment to date has been ‘this is a high-end convenience store with supermarket choice’.”

Inside XL Dunfanaghy

(L-R) Gary & Anne Marie Moore, XL Dunfanaghy

community responded well and supported us during the revamp, and our business has since steadily grown. ”

The expansion also changed shopping behaviour, with more customers completing larger, multi-category baskets in-store

“The revamp of 2024 gave us instant growth, with the extra space we can offer more choice and variety for our customers,” he adds.

“We have increased our overall turnover by approximately 48%. We have been told by many of our customers that we are now a one-stop shop.”

He highlights customer feedback as a strong validation of the store’s positioning.

“Our biggest compliment to date has been‘this is a high-end convenience store with supermarket choice’.”

People at the heart of the business

XL Dunfanaghy employs 28 staff, all from the local area, including a mix of full-time, part-time and seasonal workers, many of whom are students.

Moore places strong emphasis on staff loyalty and community connection, noting that several employees have remained with the business since its early years.

“We have 28 staff in total, all from the local area

Eight full-time, eight permanent part-time, and the remainder is seasonal and weekend staff, mainly students,” he says.

“We have built up a great team of staff, some have been with us since we took over in 2011. We all get along well and enjoy regular social outings.”

Strong community and local supplier links

Community involvement plays a central role in the store’s identity, with sponsorship and support provided to a wide range of local initiatives, including sports teams, charity events and grassroots community activities.

“We are supportive of many local charities and community groups, including sponsorship for annual events such as the Golf Classic, beetle drives, and our local senior and junior football teams, ” Moore explains.

The store also prioritises local sourcing wherever possible, working with regional suppliers to support the local economy and reinforce its community-first approach

“We offer produce from local suppliers such as Wild Fuchsia and Blas, as well as locally produced potatoes, strawberries and honey. Our butcher also provides Donegal meat.”

Support from XL and value focus

Moore credits XL with providing valuable operational and strategic support, particularly during the refurbishment phase and ongoing trading development

“XL investment has helped us greatly with their experience and advice; it has really put us on the map, ” he says.“Their rep Donal Kelly is just a phone call away and always ready to help.”

Value for money remains a key priority for the store, particularly in the context of cost-of-living pressures.

“Yes, we offer value for money throughout the store as well as our special offers We have great help from XL in providing value, quality and convenience.”

Managing costs

Like many retailers, XL Dunfanaghy has faced rising operational costs, particularly in energy. However, recent investment in energy efficiency has helped offset some of these pressures.

“Yes, of course, our energy and running costs have greatly increased,” says Moore.“Fortunately, during our revamp in 2024, we introduced energy-efficient fridges, freezers and LED lighting We also have solar panels, which have reduced our energy bills.”

As the business approaches its next phase of growth, Moore remains focused on maintaining service standards and continuing to build on strong community foundations.

“We would like to thank all our customers for their continued support over the years and our great team of staff who work so hard in maintaining customer service and standards,” he adds. n

“We have increased our overall turnover by approximately 48%.”

Soft drink options

Bakery items

Large range of offerings

JOHN HEALY

general manager, CPM Ireland

www.cpm-int.com

In this volatile market - be

brilliant at the

basics

Despite the geopolitical conflicts, brands and retailers are showing resilience. John Healy reports

In a cost-of-living crisis businesses have focused on managing the cost of doing business, but every time it feels like pressure might begin to ease, something happens, generating new uncertainty

As I write, this ‘something’ is serious. Geopolitical tensions dominate everything today: - with the war in Iran, Lebanon (and across the Middle East), while Ukraine is into its fourth year defending itself against Russian aggression. All this conflict has had a devastating impact - huge loss of life and decimated communities.

The global economic impact is seismic too: the International Energy Association (IEA) believes this is one of the largest energy supply disruptions in history The Strait of Hormuz is a critical route for oil, gas and fertilisers, so oil prices have surged (up 64% in March alone) and remain volatile All this feeds directly into higher inflation, slower growth and increased risk of a global recession.

From a business, and specifically a retail, perspective the latest ECR Annual Global Trends report underlines where the Retail sector’s mind is - operational efficiency is now the number one priority for manufacturers, brands and retailers. Because when fuel, transport and other input costs rise, the impact doesn’t stop there - it moves through the supply chain, into food production, packaging, logistics and impacts household budgets.

Consumer confidence therefore becomes more fragile, making retail planning trickier

Resilient sector

The good news is that retail has always been a resilient sector - brands and retailers are used to adapting and finding a way through difficult periods. The question is what does resilience look like in the current climate? I believe it’s not

about overcomplicating things or chasing the next big idea: it’s about being brilliant at the basics. In an uncertain environment, the fundamentals matter more, not less - we simply can’t afford lost sales opportunities.

In easier trading conditions, a gap on shelf is frustrating but today, it’s much more serious. I still remember a senior retailer saying to me years ago, when I started out in my career, “we don’t sell empty space”. How right he was. If a shopper comes in for a product and the shelf is empty, that sale is gone but, in some cases, that shopper may be gone too. That is why on-shelf availability is so important, and store standards matter and distribution gaps need to be closed quickly It is why promotions must be executed expertly and why new products need to get to shelf fast enough to catch the moment they were designed for. In retail, speed matters: a problem fixed first thing in the morning is very different from one left sitting until the afternoon.

At times like this, focus must be on “controlling the controllables”. No one on the shop floor can solve geopolitical conflict and inflationary pressure, but they can make sure that stock is on the shelf They can make sure displays are visible and clearly priced. They can check the back store before assuming the system is right – and on what they see, not just on what a screen tells them.

Technology’s role

Technology has a major role in efficiency, but only if it is used properly Automated ordering, replenishment tools and data-led reporting can all improve operations - enabling teams spend less time buried in paperwork and more time on the shop floor, interacting with customers. Technology supports better retailing but doesn’t replace it. That brings me to system

integrity Retail systems are only as good as the information inputted. If stock is sitting in the back and not on shelf, the system may read the line as slow-moving, when the real issue is poor execution. If theft, mis-scanning or stock errors distort the book stock, replenishment can quickly become unreliable In tougher times, that matters even more because leakage is expensive.

Good retailing has always depended on people who make the difference: people with standards, and a sense of ownership The best retailers understand that when a gap appears, you close it, if a line is missing, you investigate it. And, when a trend emerges, you move quickly to capture it. That requires an unequivocal commitment to getting the fundamentals right, every day.

Smart tools

At CPM, we help brands and retailers be brilliant at the fundamentals - through our people our technology and our 40 years of experience and expertise Practically, that means identifying and closing gaps, improving availability, supporting store standards, accelerating speed to shelf for new product development and using data intelligently - to direct effort where it will have the greatest commercial impact. It’s clear the strongest results come from combining human judgement using smart tools.

Data can highlight a risk of run-out, technology can flag an execution issue - but only people can validate issues and put things right. Local knowledge and commercial instinct are something no system can replace. The brands and retailers that will perform best in these tumultuous times will be the ones who stay close to the shopper, protect every possible sale and execute the basics exceptionally well. It’s not boring or oldfashioned - it’s a competitive advantage n

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

in good company at MACE

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

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

Speaking of service, our quality fresh foods and innovations meet the ever-changing needs of people and have been proven to drive profitable sales increases for MACE Retailers.

You will have the support of our experienced team around Ireland, along with award winning marketing to grow your business.

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

To find out more, contact:

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

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

TWIG celebrates 10th annual fundraising lunch

ShelfLifewas honoured to attend the prestigious 2026 TWIG networking lunch

The 10th annual Today’s Women in Grocery (TWIG) fundraising lunch took place on Friday 8 May at the Dublin Royal Convention Centre, bringing together more than 620 guests from Ireland’s grocery, retail, trade, food and drinks sectors in support of the Irish Grocers Benevolent Fund (IGBF), which supports colleagues across the industry facing challenging circumstances.

The event was emceed by entrepreneur Sonya Lennon, who has been a long-time supporter of the TWIG initiative, having hosted the event since 2018.

Now a cornerstone event in the IGBF calendar, and marking a decade since its inception, the luncheon generated significant fundraising support for the charity, including more than €27,000 raised through the raffle alone on the day.

These funds will directly support individuals and families within the sector experiencing unexpected hardship, including bereavement or financial difficulty The IGBF currently supports up to 200 families at any one time, distributing approximately €500,000 annually through a combination of regular annuities and emergency grants.

Address the crowd, Mary McBride TWIG chairperson, commented: “Reaching our 10th year feels really special for everyone involved in TWIG. It’s a significant milestone for us.

“I would especially like to thank the TWIG Committee, whose energy, dedication and commitment have shaped this event into what it is today. It’s been incredible to see how the event has grown over the past decade into such an important platform for connection and support within our industry

“The generosity we see each year ensures we can continue helping colleagues who need it most, and we are very much looking forward to building on this momentum over the next decade.”

‘A Decade of DifferencePast, Progress, Possibility’

This year’s theme, ‘A Decade of DifferencePast, Progress, Possibility,’ reflected on the evolution of women’s roles within the grocery sector over the past ten years, while looking ahead to future opportunities and challenges.

The panel discussion featured Jenny Johnston O’Neill (CEO of Azure Communications), Jennifer Rock (Founder & CEO of Skingredients), Lorraine Butler (CEO, UK & Ireland, CPM) and Edel Russell (Insight & Innovation Director, Musgrave)

Panellists shared personal insights on leadership and the changing landscape of the grocery sector, discussing how greater inclusivity, innovation and collaboration can shape the future of the industry

The conversations highlighted the progress made over the past decade, and both the challenges and opportunities ahead.

2026 TWIG Person of the Year

Fiona Flynn, sales operations at Suntory Beverage & Food, was chosen as the 2026 TWIG Person of the Year

It is the fourth year that this accolade has been awarded and is proudly sponsored by CPM Ireland.

Flynn was honoured for her positive leadership, collaborative spirit and commitment to supporting others across the industry

The TWIG Person of the Year Award is an important recognition of individuals who are helping women thrive and making a lasting impact on the future of retail.

The 2026 TWIG fundraising event was proudly supported by Musgrave, Diageo, CPM Ireland, and Suntory Beverage & Food Ireland. n

(L-R) TWIG Committee Sharon Yourell Lawlor, Lorraine Butler, Sharon Doherty, Brigid O’Neill, Francis Higgins, Mary McBride, Eilis Tobin, Alison O’Doherty, Siobhan Drummond and Jenny Eustacet

Ian Mulvaney, head of business and Donna Ahern, editor, ShelfLife

Speaker panel Sonya Lennon, Jennifer Rock, Lorraine Butler, Jenny Johnston O’Neill and Edel Russell

Convenience, efficiency, and sustainability

Clíona Swan co-founder, Pizza da Piero explains why the new smaller pack format for its Mini Sourdough Pizza Bases offers added convenience for consumers seeking quick, healthier meal solutions at home

Pizza da Piero has unveiled new compact packaging for its popular mini sourdough pizza bases, designed to ‘improve convenience for both retailers and shoppers while reducing packaging usage’.

Founded in 2007 by husband-and-wife team Gianpiero de Vallier and Clíona Swan, Pizza da Piero was the first company to introduce fresh artisan-style sourdough pizza bases to the Irish retail market, ‘helping to establish what has become a strong chilled pizza category nationwide’.

Developed following further investment in packing technology at the company’s Rathcoole-based bakery, the Irish family-run brand noted that the refreshed format for the mini range of four 5” pizza bases has been designed to improve efficiency within the chilled aisle by allowing for greater flexibility around merchandising, shelf space, storage, and stock management.

The smaller pack format also offers convenience for consumers seeking quick, healthier meal solutions at home

Q: Can you tell us about the thinking behind your new compact “mini” packaging format, and what prompted this development?

A: Pizza da Piero was the first company to introduce fresh artisan-style sourdough pizza bases to the Irish retail market back in 2007, helping to establish what is now a strong chilled pizza category in supermarkets nationwide Almost 20 years on, we continue to see strong customer loyalty across both our

large and mini pizza base ranges.

The thinking behind the new compact packaging for our mini bases was centred around convenience, efficiency, and sustainability The minis were originally sold in a smaller pack format, but following investment in packing equipment several years ago, we had to switch to a larger pack size. With further investment in new technology, we’re now able to return to a more compact format that works better for both retailers and consumers.

Q: From a retailer’s perspective, how does the new smaller packaging improve efficiency in the chilled aisle in terms of space, merchandising, and stock management?

A: The more compact format allows retailers to maximise chilled shelf space while improving flexibility around merchandising and stock management. Smaller packs and outer cases create efficiencies in storage and display, while improving shelf presentation overall.

From a consumer perspective, the minis appeal strongly to busy households, families, and shoppers looking for quick, healthier meal solutions. The format also encourages linked purchases across toppings, sauces, cheeses, and accompaniments, helping to drive additional value within the chilled aisle

Q: While the packaging is more compact, the product itself remains unchanged how important was it for you to maintain the same pizza base size and quality for consumers?

A: Maintaining the quality and consistency of the product was absolutely essential for us. Since Piero and I launched Pizza da Piero in 2007, we’ve continued to reinvest in the business while never compromising on the quality Our minis are made using the same slow-fermented sourdough process as our large pizza bases, and that consistency is something our customers really value

When we introduced the minis, we knew there was a demand for a smaller format that still delivered the same authentic taste and texture as the larger bases, particularly for quick lunches, after-school meals, and lighter dinners. We’ve also seen strong engagement from consumers using the minis in air fryers, which works particularly well with the product.

Q: How has the new format been received so far, particularly with your current listing in Dunnes Stores, and what feedback have you received from both retailers and shoppers?

A: The response so far has been extremely positive. Convenience is important for shoppers, and the more compact packaging

makes the product easier to store at home in both fridges or freezers. We also receive regular enquiries through social media from shoppers looking for stockists of the mini range, which reinforces the strong loyalty and demand that exists for the product.

The redesign has also given us the opportunity to better showcase the Pizza da Piero story on shelf The updated packaging highlights our journey as a family-run business and Piero’s expertise as an Italian baker, having spent over 20 years working in bakeries across Europe before we launched the business in Ireland in 2007. It allows us to communicate the product’s key benefits more clearly to shoppers, while maintaining the premium, authentic feel that customers know and trust.

Q: Looking ahead, do you see the new packaging format playing a role in expanding your retail footprint, particularly in supporting further listings with major multiples such as Tesco?

A: Yes, we believe the new format will help us continue to grow the mini range because it works well for both retailers and shoppers. Consumers are increasingly looking for convenient, good-quality meal options that offer value and make it easier to create restaurant-quality food at home, particularly for busy households and families.

The refreshed packaging also allows us to highlight the product benefits more clearly for shoppers, including the protein and calorie content on the front of pack. Each mini base contains 5g of protein and just 130 calories, which really resonates with consumers looking for quick, lighter meal options without compromising on quality or taste

Our focus is on continuing to build awareness and visibility for the minis through PR activity, recipe content, social media campaigns, competitions, and strong consumer engagement. We’re also planning to further evolve the large base packaging over time

For more information visit, pizzadapiero.ie

For enquiries contact Bob Tyrrell at bob@pizzadapiero.ie n

Clíona Swan and Gianpiero de Vallier, founders, Pizza da Piero

Pizza da Piero recently unveiled new compact packaging for its Mini Sourdough Pizza Bases

Dunnes holds the lead as Ireland’s top grocer

Dunnes holds 24.1% grocery market share, with sales growth of 4.8% year on year, the latest data from Worldpanel by Numerator shows Over the latest 12 weeks, Dunnes shoppers returned to stores more often, with trips up 4.4% versus last year, contributing an additional €36.9 million to overall performance.

Tesco holds 24% of the market, with yearon-year value growth of 7.4%. New shoppers to Tesco stores were up 3.9 percentage points versus last year, contributing an additional €32.1 million to overall performance.

SuperValu holds 19.4% of the market with growth of 0.3%. Consumers made the most shopping trips to the grocer averaging 24.2 trips over the latest 12 weeks. New shopper arrivals contributed an additional €17.9 million to performance.

Lidl holds 14.4% market share, up 11.4%. An influx of new shoppers to stores, alongside existing shoppers making larger trips, drove an additional combined €38.9 million in sales.

Aldi holds 10.9% market share. Increased trips to store and new shopper arrivals drove an additional combined €10 million in sales.

Take-home grocery sales

Take-home grocery sales in Ireland increased by 4.4% over the four weeks to 19 April 2026 compared to the same period last year, according to the latest data from Worldpanel by Numerator

The timing of Easter this year meant shoppers started their purchasing earlier in March, boosting value growth compared to the previous four weeks.

Shoppers are visiting stores more frequently, with trips up 3.2% year on year, as they seek out value and deals against a backdrop of price rises.

Footfall also increased over the latest four weeks, with shoppers on average making just over 23 trips in the month, or one more than during the previous. Volume per trip however, continued to decline, down 3.4% year on year

Commenting on the latest figures, Emer

An update on inflation

Healy, business development director, Worldpanel by Numerator said: “Consumer uncertainty due to global events has sparked a sense of caution among shoppers, who are demonstrating signs of making more considered purchasing decisions as discretionary spend is squeezed by rising fuel prices at the pumps.”

Shopping habits

Unlocking value for money remains front of mind for shoppers when purchasing everyday goods.

Loyalty cards are one of the main ways shoppers are attempting to manage spend, with 73% claiming to use such schemes, while 67% of shoppers claim to be buying on promotion more often.

“What’s particularly interesting is how deliberate shoppers are being in balancing value with indulgence. While promotions clearly played a key role in helping households stretch budgets ahead of Easter, we still saw shoppers trade up for the occasions that mattered most,” Healy added.

“Easter baskets became a space for premium choices, suggesting that shoppers are still willing to spend that little bit more to make key moments feel special, despite the economic backdrop.”

Shoppers took advantage of the increase in promotional offers available in the run-up to Easter, with almost 20 million more packs bought on offer compared to last month.

Brands held 50% value share, contributing an additional €174 million in value spend and growing ahead of own label ranges, which generated an additional €47 million.

Shoppers prioritised premium products for occasion-led choices, with an additional 3.9 million packs featuring in Easter baskets compared to last month.

Seasonal favourites

Hot cross buns continued to be an Easter favourite, with more than one fifth (20.5%) of Irish households buying them over the month.

Sales increased by 37% in the four weeks to Easter Sunday, which fell on 5 April this year, versus the corresponding run up to the holiday last year

Sales of Easter eggs grew even faster over the corresponding period last year, with sales up 49%. More than €15 million was spent on Easter eggs alone in the seven days to Easter Sunday.

However, lamb did not feature prominently at the Easter dinner table this year, with sales down 31% year on year Despite this decline, 20% of Irish households did purchase lamb over the Easter month.

April also brought a clear uplift in springcleaning activity, with sales of household’s products up 8% year on year, supported by particularly strong demand for household cleaners and laundry products.

“The brighter days and feeling of spring in the air has prompted a seasonal reset in household routines, with shoppers spending a combined €2 million on these products versus last month,” she noted.

Online sales

Online sales rose 9.7% year on year, with shoppers spending an additional €22 million through the channel.

The arrival of new shoppers to the channel over the 12 weeks has brought the proportion of Irish households purchasing their groceries online to over 20%, contributing an additional €28 million to its overall performance. n

Dunnes shoppers returned to stores more often, with trips up 4.4% versus last year

Supported by your trusted Wholesaler

Building loyalty and expanding reach

Donna Ahern presents a comprehensive guide to leading PR and marketing agencies in Ireland, offering insights into how brands can strengthen visibility and connect with today’s consumers

In a competitive retail landscape, clear and consistent brand communication is more important than ever Irish brands are increasingly investing in integrated marketing strategies, combining digital, in-store, and experiential campaigns to drive engagement. Social media, influencer partnerships, and data-led targeting continue to play a central role in building loyalty and expanding reach.

Ellen Gunning, data prophet, chats to ShelfLife about why hiring a PR and marketing firm makes sense in an AI-era. A respected media commentator, former radio presenter and experienced board leader she brings authority, insight and infectious energy to every stage With more than 30 years’ experience in communications and public affairs, she now develops AI solutions for politicians and parliaments while advising organisations on how emerging technologies

will transform their industries.

“Artificial Intelligence is everywhere. AI is already making a huge impact in the food and beverage industry Algorithms allow companies to profile customers and target them in a personalised way based on an understanding of their purchase history and online behaviour,” she explains. “It also plays a role in the issues that are most relevant to the industry and its consumers, like food safety, nutrition, traceability, waste reduction and healthy eating (to name just a few).

“AI is also seriously impacting the PR and Marketing industry We read every day about its ability to write text, generate videos, create audio interviews and podcasts. But highly skilled professionals are also trained to evaluate vast sources of information, from disparate perspectives, and offer you the best strategic view, for your business, based on

years of experience,” Gunning adds.

“To be really effective, AI needs a human in the loop In the food industry, the human evaluates the data and determines if it is worth investing time and money to change processes or add new flavours.

“In PR and marketing, the human in the loop will use that data to create strategic campaigns, raise visibility, enhance brand reputation, and drive product sales.

“The world of food, beverage and drink is changing as is the world of PR and Marketing. In each case, the speed of change needs capable, highly skilled human professionals, using the AI tools at their disposal, to guide decisions and campaigns which are relevant to your audiences, and to communicate with them in a costeffective, efficient and profitable way,” she concludes.

Hunter Media Group

Sarah Costello

FACT FILE

Established: Hunter Media Group was established three years ago as the umbrella group for Hunter Communications, which brings nearly 20 years of PR expertise, alongside The Collaborations Agency, celebrating 10 years in business, and Social Content HQ.

Contact name: Sarah Costello

Phone: +353 (0)1 905 6350

Email: hello@huntermediagroup.ie

Website: www.huntermediagroup.ie

Social media: Instagram: @hunter.media.group

Client list: FMCG Client List: Tayto, Kerrygold, VIT HIT, O’Donnells, Hunky Dorys, White Claw, Huel, Chivers, McDonnells, Donnybrook Fair, Perpetua, Carrolls Ham & Dash Burger

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: Over the past year our agency has demonstrated its expertise in helping FMCG brands cut through an increasingly crowded media landscape by combining strategic PR, earned media, influencer engagement and digital storytelling to deliver measurable impact.

A key focus has been securing high-quality earned media coverage that not only drives visibility, but also builds credibility and consumer trust. Through product launches, thought leadership, partnerships and culturally relevant campaigns, we have successfully positioned brands and spokespeople across national, consumer and trade media. By identifying compelling angles and understanding what resonates with both journalists and consumers, we consistently deliver coverage that supports wider brand and commercial objectives.

Alongside traditional PR, we have expanded our social-first and influencer capabilities. From experiential activations and creator partnerships to content-led launches and seasonal campaigns, our approach prioritises authentic engagement over promotional messaging, connecting brands with audiences in ways that feel relevant and credible

We are also highly aware of the broader pressures facing the FMCG sector, including changing shopping habits, economic uncertainty and rising consumer expectations around sustainability, convenience and transparency. By staying closely connected to media trends and audience behaviour, we help brands remain visible and competitive in a fast-evolving marketplace.

As a full-service communications agency, Hunter Media Group offers a true one-stop-shop approach, integrating PR, influencer marketing, experiential, digital content and social strategy under one roof to create cohesive campaigns with maximum impact.

Sarah Costello, group director, Hunter Media Group & withA

Hunter Media Group was established three years ago as the umbrella group for Hunter Communications, which brings nearly 20 years of PR expertise, alongside The Collaborations Agency, now celebrating 10 years in business, and Social Content HQ, a specialist social-first content agency founded three years ago.

Social media platforms:

Instagram: @hunter.media.group

Linkedin: /hunter-media-group

TikTok: @hunter.media.group

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

A: What sets Hunter Media Group apart is our ability to combine strategic communications with culturally relevant storytelling that genuinely connects with audiences. In an increasingly crowded landscape, we focus on campaigns that feel authentic, timely and

impactful rather than purely promotional.

Our PR division remains at the core of the business, with strong expertise across FMCG, retail, hospitality, lifestyle, services and consumer brands. This gives us a deep understanding of both industry trends and evolving consumer behaviour, while ensuring every campaign is aligned with wider business objectives, whether that’s building brand awareness, supporting launches, driving engagement or strengthening long-term reputation.

A key differentiator is the breadth of expertise across the wider Hunter Media Group network. Alongside our PR offering, The Collaborations Agency is celebrating 10 years in business, bringing extensive experience in influencer marketing, partnerships and talent strategy, while Social Content HQ, now three years in operation, specialises in social-first content creation and digital storytelling.

campaigns from pre-promotion through to post-event amplification seamlessly under one roof Rather than outsourcing to multiple third parties, we are able to build bespoke teams around each client’s needs, creating campaigns with stronger alignment, faster execution and greater commercial impact across earned, owned and social channels.

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

A: Over the past year, we have delivered integrated campaigns across FMCG that successfully combined earned media, influencer engagement and experiential activity to drive strong brand awareness and consumer engagement.

One standout example was our work supporting Kerrygold’s St Patrick’s Day pop-up activation, which combined experiential, PR and cultural storytelling to generate widespread attention

Together, this integrated structure allows us to see the full picture from the outset and map >>

and meaningful earned media coverage, including coverage on RTÉ’s The Late Late Show. The campaign demonstrated the value of combining culturally relevant moments with strategic media engagement to maximise visibility and audience connection.

We have also delivered culturally driven campaigns for brands such as Frank and Honest during Seachtain na Gaeilge, alongside social-first activations for brands including VIT HIT and White Claw, tapping into existing communities through creator-led content, digital storytelling and culturally relevant conversations that resonated with younger audiences in authentic and highly shareable ways

A major part of our approach is meeting consumers where they already are. Whether through run clubs and wellness-led community events for brands such as VIT HIT and Huel, experiential activations like a vintage tea tour for Chivers around Mother’s Day, or creative brand collaborations between two iconic Irish brands such as Tayto and Brennans, we focus on creating genuine moments of connection that encourage organic engagement, conversation and shareability.

Across all campaigns, our focus remains on measurable outcomes aligned to client objectives, from media reach and engagement to social performance and overall brand visibility. Our integrated approach ensures campaigns deliver meaningful impact while building long-term awareness and credibility for the brands we work with.

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

A: At Hunter Media Group, we recognise that no two brands are the same Our approach is always tailored to each client’s goals, audience and stage of growth, whether we are working with an established FMCG brand, a scaling startup or an emerging growth brand.

For startups and growing businesses, visibility and credibility are often the priority. We focus on building strong brand narratives, creating standout launch moments and securing earned media that establishes trust and awareness. We work closely with founders to uncover authentic stories that help brands connect with consumers and stand out in competitive markets.

For more established businesses, our role often involves maintaining relevance and supporting wider commercial objectives through integrated PR, influencer marketing and experiential activity.

A key strength of Hunter Media Group is our ability to draw on specialist expertise across multiple disciplines and partner agencies, allowing us to build bespoke teams around each client’s individual needs. This flexible, integrated approach ensures clients benefit from the right mix of strategic, creative and commercial expertise at every stage of growth.

In every case, we begin by understanding the audience, market landscape and business goals before identifying the right channels, messaging and partnerships to deliver impact.

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

A: At Hunter Media Group, our approach extends well beyond traditional media relations. While earned media remains a core strength, we deliver fully integrated communications strategies that meet audiences across the channels they actually use

A key advantage of our model is access to specialist expertise across multiple disciplines and partner agencies, allowing us to build bespoke teams around each client’s specific needs. Whether a campaign requires PR, influencer marketing, experiential, digital content, social strategy or talent partnerships, clients benefit from integrated

expertise across every touchpoint rather than a one-size-fits-all approach.

Alongside PR, we work across influencer marketing, digital PR, social media strategy, experiential activations, talent partnerships and content creation. Our influencer campaigns are carefully curated to align brand values with audience demographics and creator credibility, resulting in partnerships that feel authentic rather than transactional.

We place strong emphasis on social-first storytelling, creating campaigns designed to drive conversation, engagement and shareability across digital platforms. From short-form video and creator-led content to seasonal campaigns and experiential activations, our focus is always on cultural relevance and meaningful audience connection.

By integrating these channels under one strategic approach, we ensure campaigns deliver measurable impact across earned, owned and social media simultaneously.

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: Our approach to crisis management is built on preparation, clear communication and protecting long-term brand reputation. In high-pressure situations, speed matters, but so does ensuring every response is strategic, measured and aligned with the brand’s values.

We begin by rapidly assessing the situation, identifying key risks, stakeholders and potential impact across media, digital platforms and consumer sentiment. From there, we work closely with clients and corporate communications teams to establish clear messaging, media handling protocols and internal alignment across all channels.

We help brands respond calmly and confidently while maintaining credibility and consumer trust. As crises increasingly unfold in real time online, our approach extends beyond traditional media management to include digital monitoring, social sentiment tracking and influencer considerations.

Ultimately, effective crisis communications is not just about managing the immediate issue, it is about safeguarding long-term reputation. Through strategic counsel, rapid response and clear messaging, we help clients navigate challenging situations while protecting trust and brand integrity.

Sarah Costello

Harris PR

FACT FILE

Established: July 2009

Contact name: Sonia Harris Pope

Phone: +353 (0)87 797 9703

Email: hello@harrispr.ie

Website: www.harrispr.ie

Social media: Follow @harris_pr on Instagram and TikTok, and Harris Public Relations on Facebook and LinkedIn.

Client list: Activ8 Energies, Amazon, Bealtaine, Broken Theatre, bunq, Capitalflow, Coeliac Society, Dundrum Town, Fáilte Ireland’s Púca Festival, Fever, Firstlight, Ford, Fresh Cuts, GDK, Holland & Barrett, Irish Haemochromatosis Association, Irish Network for Gynaecological Oncology, iReach, Kavanagh Weekend, Lidl, Lloyds Online Doctor, MSD, Petmania, Replay Festival, ReproMed, St Patrick’s Festival and Swappie

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 continue to promote trust and transparency in our clients’ communications through strategic comms, stakeholder engagement, creative and strategic media relations, while combining strategic corporate comms with creative consumer communications.

A

Sonia Harris Pope, founder and managing director, Harris PR & with

Q: What gap in the PR landscape did you identify when founding the business?

A: When I set the agency up 17 years ago, it was following a decade working in agency PR and it was in the height of a recession. While in agencies, I had been frustrated by the constraints around the service I could provide I noticed brand managers and marketing managers needed a partner, not just a supplier I set out to be a true extension of a clients’ team, to be their boots on the ground and to offer the service they needed, that often spilled beyond traditional PR.

Q: What was the defining moment that validated your decision to launch Harris PR?

A: Often over the years, Harris PR has been the clients’ only team on the ground in Ireland so we’re offering counsel beyond the PR realm. For me, that first 12 months from July 2009 really validated the decision to set up a new PR agency. I was busier than I could ever have imagined, having to turn business away to focus on the brands that I could really make a difference with. I was shaping their strategies with insights and experience, and I could emphasise the true value of our service. That’s something that we still uphold today.

Q: What gap in the PR landscape did you identify when founding the business?

A: For me, it was about service. It was a time of flux in the industry We were seeing the rise of social media and that was falling under the

comms umbrella, as it should - it’s just another way for brands to talk to their audiences. I’ve personally set up some Facebook accounts for some of Ireland’s biggest brands, which seems hilarious now, considering the number of people working on those accounts today. It was the first signs of the success of the digital age of news in Ireland, and a really exciting time to be working in the industry, so I wanted to grab that with both hands. There’s always going to be something new and it’s our role in PR to always be looking to the next thing to be able to fully advise our clients of their roles and strategies.

Q: How did your initial vision for the company shape its growth over the past decade?

A: My initial vision was a client-centric agency always. It hasn’t changed that much over the last 17 years but as the agency has grown, it’s become a people-first business. Clients deserve creative PR expertise delivered with integrity, collaboration, transparency and a truly client-centric approach; we’ll always be their biggest cheerleaders and biggest fans, but we’ll also always challenge them to be their best selves. As we’ve grown our team, I want to create a work environment that recognises their individual talents and contributions, so we can work together to create a better world through work we are proud of

Q: What key factors set Harris PR apart from its competitors today?

A: Every PR agency will tell you how innovative they are - it’s the first rule of PR! But we don’t tell our clients that, we show them, through creative, strategic approaches that put them at the heart of what matters to them. We’ve been working with many brands for many years, often repeating marketing cycles, but we continue to tell their stories in new ways that their audiences can identify with. We’re constantly evolving our services and skills to ensure we not only meet the needs of our clients but exceed them.

Q: How has your approach to PR evolved with changes in media and digital platforms, as well as the rise and popularity of Influencers?

A: PR is constantly evolving. When I started out two and a half decades ago, I would spend my mornings in front of two fax machines sending press releases and photo notifications to news and picture desks. We didn’t have external email! So, I’m used to change, and I welcome it.

We naturally evolved from traditional PR to digital PR, as we were doing it anyway.

We know people in Ireland trust advice from their favourite influencers as much as from their own mothers, so it makes sense to engage with them, but we do so using a strict filter to ensure they are true to their own brand, as well as the ones we represent. Influencers are part of the PR mix, like traditional, social and digital.

Sonia Harris Pope, founder & MD, Harris PR

Q: What accomplishment best reflects what and the team are most proud of since launching the agency?

A: As we approached our 15th year in business in 2024 we decided to celebrate by creating a Public Relations DEI Bursary with the Public Relations Institute of Ireland (PRII) and Open Doors Ireland (ODI) with a view to creating pathways to employment for those from underrepresented backgrounds and to safeguard the future of the PR industry in Ireland. We’ve had two successful bursary candidates and we’re on the cusp of launching the third year

I am so proud of my team and how committed they are to constantly improving our industry and encouraging change from the inside out.

Q: Looking ahead, what are your top priorities and ambitions for Harris PR in 2026?

A: The last five years have been a huge transition for the agency. During COVID we went fully remote which allowed me to hire some excellent team members who appreciated some of the perks of remote working. We then went on to create a Senior Leadership Team comprising Niamh McCarrick, now our deputy

managing director and Natalie Burke Donohue, our senior client director, and doubled our agency team members, including an operations manager, Grace Scully and promoting Brian Lyng to creative & strategic lead. With extensive experience across food & beverage, retail, health & wellness, sustainability, festivals, hospitality and tourism, tech, motoring and not-forprofit sectors, we pride ourselves on nurturing

long-standing client relationships and delivering measurable, meaningful impact.

Q: Is there anything that you would like to add?

A: We encourage conversation, so please take a look at harrispr.ie or follow us on socials, and if you like what you see, let’s talk.

Sonia Harris Pope and the team at Harris PR

Thinkhouse Ltd

David Coyle

FACT FILE

Established: 2001

Contact name: David Coyle

Phone: +353 (0)1 420 0070

Email: david@thinkhousehq.com

Website: www.thinkhousehq.com

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

Client list: Food & Drink clients include: Keelings, Heineken Ireland, Irish Distillers, Barry’s Tea, Irish Pride, Dunnes Stores, Bord Bia, innocent drinks.

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: Over the past year, THINKHOUSE has shown its strength in helping FMCG brands connect with their audiences by focusing on what really matters, being relevant in people’s everyday lives.

As a social and digital-first agency, we build work designed for the platforms people spend time on, from TikTok and Instagram to PR and creator partnerships, while still supporting wider campaigns across TV, OOH and retail.

This approach reflects how modern FMCG brands grow today by showing up consistently across both digital and traditional channels. We’ve continued to grow our food and drink client base, adding Bord Bia, Keelings and Irish Bread Company (Irish Pride and Gallaghers) over recent years. These brands join our agency’s long-standing partners; Heineken Ireland, Irish Distillers, innocent drinks and Barry’s Tea.

Across these brands, we deliver fully integrated work from brand strategy and creative to Social, PR, Creator, Packaging and in-store A key part of our approach is The Youth Lab, our insights and strategy team, which helps us understand how audiences think, behave and what they care about. This ensures our work is based on real cultural insight that feels right for tomorrow, as well as today.

We also use AI to work faster and smarter helping us understand audiences, improve content and respond quickly to cultural shifts. The result is simple: work that people notice, engage with and act on; helping brands grow their relevance and drive real sales.

Check out some of THINKHOUSE’s recent work on www.thinkhousehq.com

Elevate PR

Claire Feely

FACT FILE

Established: 2001

Contact name: Claire Feely

Phone: +353 (0)1 662 5652

Email: claire@elevate.ie

Website: www.elevate.ie

Social media: www.instagram.com/elevatepr www.linkedin.com/company/elevate-pr/ www.tiktok.com/@elevatepr

Client list: Lily O’Briens, Jacob’s, Apache Pizza, Odlums, Batchelors, Clipper Tea, Charlotte Tilbury JYSK, Five Farms, Valeo

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: As an indie challenger agency celebrating 25 years in business, we work with precision at pace to create relevance in a fast moving and competitive sector Our focus is on delivering reach, advocacy and cultural relevance at key consumer moments for FMCG brands. Our strategic approach blends earned media coverage with influencer campaigns and brand experiences to support both short-term activation and long-term brand building. The PR strategies we develop for FMCG clients are grounded in consumer and cultural insights and trends. By helping clients to navigate the creator, experience and attention economies, we ensure brand messages land with the right consumers through a mix of targeted narrow casting and broad casting.

As we mark our 25th birthday, our longstanding media relationships continues to deliver value, securing impactful coverage across national, lifestyle and trade titles while maintaining a clear, consistent brand narrative. Our deep experience makes us thought leaders in communications strategy as we were early adaptors in the new media landscape

In 2025, successful FMCG campaigns included Pancake Tuesday for Odlums, Lily O’Brien’s Valentine’s Day, Mother’s Day, Easter and Christmas campaigns, the launch of Batchelors Beans with Ballymaloe Relish, and Christmas campaigns for Jacob’s, At the Heart of Every Irish Christmas and Five Farms, the world’s first farm-to-table Irish Cream Liqueur, crafted in Co Cork.

Dardis + Dog

FACT FILE

Established: 2022

Contact name: Susie Dardis

Phone: +353 (0)86 827 7993

Email: susie@dardisanddog.ie

Website: www.dardisanddog.ie

Client list: EIT Food, Dublinia, Very, Gino’s Gelato, Intact Insurance/The Hive Agency, Bord Gais Energy/The Hive Agency, Sonbrook, Climeaction, Platmech, The Reputations Agency.

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: In the past year, Dardis + Dog has worked with FoodUnfolded, the consumer-facing initiative of EIT Food (an EU initiative) We led their content and PR strategy across multiple European markets, taking topics like food sustainability and food science and making them accessible to everyday consumers territory many FMCG brands now find themselves in as they try to communicate provenance, sourcing and credentials beyond the label.

In a different sector, climate and energy consultancy Climeaction needed a clearer way to communicate a highly technical, B2B offering as they prepared for international growth. We ran messaging workshops to distil their proposition into simple, audience-led narratives, rebuilt their website and content ecosystem, and supported leadership profiling in media. This ensured their expertise landed in a way that was both commercially relevant and easy to grasp, supporting expansion into new markets, including the US.

Our work is informed by deep consumer-brand experience. Susie Dardis founded Dardis + Dog after eight years as head of Communications at Red Bull, followed by a decade leading campaigns for brands including Diageo, Heineken, Lidl and An Post Dardis + Dog is a boutique marketing and PR consultancy for growth-stage brands who need clarity, presence and execution, from strategy through to delivery For FMCG brands, that means building trust and crafting unique stories that make products stand out in saturated, low-interest retail environments. We believe in less bark, more bite and brand communications that fetch results.

Presence Plus

FACT FILE

Established: 2003

Contact name: Joanne Byrne

Phone: +353 (0)1 676 1062

Email: joannebyrne@presence.ie Website: www.presence.ie

Social media: Instagram: @presenceplus, TikTok @presenceplus, LinkedIn - Presence Plus

Client list: Cosentino, Currys, Dalkey Book Festival, Decathlon, Druid Padel, Dublin Horse Show, Emerald Park, Flair Showers, FLYEfit, Green Isle, Ideal Home Show, IPB Insurance, Leonardo Hotels, ODEON, Respa Beds, The G, The Little Museum of Dublin, The Morrison, and The Skin Diary

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: The past year has marked an exciting new chapter for us. We’ve rebranded as Presence Plus, welcomed Aislinn O’Toole as director, and celebrated nearly 25 years in business. The addition of “Plus” is intentional - it reflects how far we’ve come as an agency and how we continue to evolve alongside the ever-changing needs of brands.

Our diverse portfolio keeps us closely aligned with shifting objectives across FMCG sectors and audiences. From food and drink to household and personal care, spanning both retail and online, we’ve built a deep understanding of what resonates with different demographics. We’ve partnered with brands of every scale - from start-ups and artisan producers to multinational companies and major retailers - and we thrive on that variety and challenge

A glance at our Instagram shows the breadth of what we do: traditional PR, strong editorial driven by media relationships, high-profile events, influencer campaigns, sampling, media drops, and more. Every campaign is tailored, never templated. This variety keeps us agile, constantly learning and applying fresh thinking across projects.

Alongside this, our Presence People division, led by Joanne, represents some of Ireland’s most recognisable talent across TV, radio, social media, sport, and entertainment.

We don’t believe in one-size-fits-all approaches. They’re ineffective and uninspiring. Instead, we focus on creating impactful moments that capture attention while clearly communicating the brand message - always grounded in a longer-term strategy

Our experience gives us confidence and our approach delivers results.

Susie Dardis

Masonry PR

FACT FILE

Established: 2013

Contact name: Kathryn Mason

Phone: +353 (0)1 906 5331

Email: pr@masonry.ie

Website: www.masonry.ie

Social media: @masonry_PR

Client list: Galmere Foods - The Galway Kitchen & SOOP Mug, Powerscourt Distillery, MCD Productions IMRO Radio Awards, All-Ireland Podcast Awards (Also Founder of), Purple House (Charity).

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: Over the past year, MASONRY PR has demonstrated strong FMCG and consumer-brand expertise by helping food, drink, and lifestyleled brands translate their product stories into clear, media-friendly narratives that reach the right audiences.

For The Galway Kitchen, we focused on bringing a local Irish food brand into wider lifestyle and consumer conversations, shaping messaging around provenance, quality, convenience and everyday appeal. The aim was to make the brand relevant beyond product listings, giving media a reason to talk about it in food, family, shopping and seasonal contexts.

With SOOP Mug, our work centred on building awareness around a practical, design-led food product in a busy consumer category We developed PR angles that positioned the brand around convenience, Irish retail relevance, gifting, desk lunches and real-life use, helping it connect with media, influencers and consumers in a way that felt useful rather than sales-led.

For Powerscourt Distillery, we continued to build a profile for Fercullen Irish whiskey through relaunches and awards storytelling. This included turning whiskey news into broader consumer hooks around Irish craft, Wicklow provenance and food-and-drink culture.

Across these campaigns, our strength has been identifying the sharpest audience hook, shaping the story for different media channels, and securing earned visibility that supports both brand awareness and commercial objectives. We understand how to make FMCG brands feel relevant, timely and distinctive in a crowded market.

StoryBev Marketing

FACT FILE

Established: 2025

Contact name: Clare Minnock

Phone: +353 (0)87 914 8697

Email: clare@storybevmarketing.com

Website: www.storybevmarketing.com

Social media: www.linkedin.com/in/clare-minnock-849942a0

Client list: O’Hara’s, Two Stacks, WD O’Connell, Hytropics, Flying Tumbler, Orr Apple Brandy, Kyteler’s Inn, South East Whiskey Festival, Killaloe Whiskey Company.

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: Solutions. In the past year, StoryBev Marketing has helped ambitious drinks brands cut through crowded markets and connect with the audiences that matter most. Founded to give smaller and scaling brands access to senior-level expertise, we offer specialist drinks marketing support, often out of reach due to the non-compete restrictions and cost structures of larger agencies.

As an all-Ireland agency focused exclusively on beverage brands, we combine strategic thinking with hands-on commercial experience. Founder Clare Minnock previously served as global grand director for Writers’ Tears and The Irishman Irish Whiskeys, bringing first-hand knowledge of how to build brands, win listings and drive growth in competitive categories.

Over the last 12 months, we have partnered with emerging and established drinks businesses across alcoholic and non-alcoholic functional categories to sharpen their proposition, define target audiences and create marketing strategies built for real-world budgets. Our work includes refining positioning, building launch plans, developing trade and consumer messaging, and identifying the channels that will deliver the greatest return.

Our approach is practical, agile and scalable We understand that many drinks brands operate with lean teams and limited budgets, so every euro must work harder Rather than chasing vanity metrics, we focus on activity that builds awareness, drives trial, supports distribution and encourages repeat purchase

From concept to execution, StoryBev delivers tailored support that helps brands make confident decisions, maximise investment and grow with purpose In short, we help drinks brands tell better stories, reach the right audience and leave a lasting impression.

Kathryn Mason Clare Minnock

Aspire PR & Marketing

FACT FILE

Established: 2006

Contact name: Ann-Marie Sheehan

Phone: +353 (0)87 298 5569

Email: annmarie@aspire-pr.com

Social media: www.linkedin.com/in/ann-marie-sheehan-4250415/

Client list: Radio Nova Ireland’s Classic Hits Radio European Motor Show, Schooldays.ie Irish Writers Centre, Business & Finance, Dubco Ireland Credit Union, OFS Global Energy, M Kelly Interiors, City Education Group, Catalyst Media and Ireland INC. Previous clients include: Cully & Sully, The Butlers Pantry, Another Avenue, Clonmel Healthcare, Lifes2good, 3M, Inizio, Kianda Technologies, Komeer

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: Over the past year, Aspire PR & Marketing has applied its strategic communications expertise to support consumer-facing brands in connecting meaningfully with their target audiences, particularly in a challenging retail environment shaped by the ongoing cost of living crisis and rising energy costs.

While our work spans multiple sectors, our experience with food and lifestyle brands over the past 20 years has given us valuable insight into the evolving expectations of today’s consumer Shoppers are increasingly value-conscious, seeking quality, transparency, and authenticity from the brands they support.

In response we focus on delivering clear compelling narratives that highlight not only product quality but also brand values from provenance and sustainability to affordability and convenience. We have worked with clients to refine their messaging, ensuring it resonates across both traditional media and digital platforms, while also supporting strong in-store and seasonal storytelling.

We recognise that FMCG brands are under increasing pressure to justify price points and maintain loyalty in a competitive market. Aspire PR & Marketing supports this by securing targeted media coverage, developing strategic partnerships, and creating campaigns that keep brands front of mind with consumers.

Looking ahead, we believe the role of PR in retail is more critical than ever, by helping brands to build trust, communicate value effectively, and remain agile in response to shifting consumer behaviours.

FUEL, Ireland’s leading experience and entertainment group

FACT FILE

Established: 2013

Contact name: Shell Holden

Phone: +353 86 152 2200

Email: shell@fuelhq.ie

Website: www.fuelhq.ie

Social media: www.linkedin.com/company/fuelhq/, www.instagram.com/fuelhq

Client list: FUEL’s impressive client portfolio across brand experience, employee experience, content creation, marketing and PR includes leading brands such as Coca Cola, AIB, Universal Music, KPMG, Paramount Pictures, Guinness Storehouse, Meta, PayPal, Accenture, Google, and World Rugby amongst others. Alongside this, Shell leads all PR for FUEL’s festival portfolio which includes Beyond The Pale, Kaleidoscope, WellFest Dublin and Belfast.

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 FUEL, we turn moments into movements. We design experiences and campaigns to attract, connect, compound, and ensure brands don’t just land, but last. Our work spans national campaigns, large scale experiences and Ireland’s leading summer festivals, all with a clear focus to connect FMCG brands with the audiences that matter most.

As director of marketing for WellFest, Beyond the Pale and Kaleidoscope, three of Ireland’s largest annual festivals, we help FMCG brands engage with highly motivated, experience driven audiences at scale Through integrated PR, content and on site storytelling, we create opportunities for brands to land their message at moments of peak attention.

The recent national launch of FIZZIQUE, co created by Irish wellness company SiSú and Olympic Champion Katie Taylor, further demonstrates our ability to shape and amplify FMCG narratives. We led the launch PR and media relations, content strategy, and exclusive invite only media event at FUEL’s Camden Street venue and studios. The result was widespread national coverage across print, broadcast and digital during the live event, and in the hours, days and weeks that followed.

At FUEL, our work creates impact that endures, shaping how FMCG brands grow and scale over time

Ann-Marie Sheehan

Shell Holden

Walsh PR

FACT FILE

Established: 1984

Contact name: Maeve Governey

Phone: +353 (0)86 805 7884

Email: maeve@walshpr.ie

Website: www.walshpr.ie

Social media: @walshpr

Client list: FMCG: Flahavan’s, Golden Bake, Linwoods and Avonmore.

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: In today’s increasingly value-driven consumer climate, Walsh have adapted strategies to ensure FMCG brands remain relevant, trusted and connected to consumers’ everyday lives. As shoppers become increasingly cost conscious and less loyal to a single retailer, we have leaned into social platforms to deliver timely messaging around promotions, product news and value-led campaigns where audiences are already actively engaged.

A major focus this year has been authentic, creator-led and UGC-style content. We have worked closely with trusted creators and partners to develop content that feels genuine relatable and native to the platforms consumers use daily In an era where audiences are increasingly sceptical of overly polished advertising, this approach has helped brands build credibility, spark conversation and drive stronger engagement.

We have also embraced AI across the agency to work smarter, faster and more creatively for our clients. AI has enhanced efficiencies across ideation, content development and trend analysis, allowing our teams to respond more quickly to cultural moments while freeing up time to focus on strategic thinking, creativity relationships and the nuanced storytelling that delivers meaningful impact.

Alongside this, we have continued to roll out strategic brand collaborations that maximise budgets and allow clients to cross-pollinate audiences in culturally relevant ways

Finally, experiential activity remains hugely important. By activating brands within communities such as run clubs and wellness spaces environments where consumers are engaged, comfortable and receptive we continue to drive product trial, advocacy and authentic word-of-mouth in a highly effective way

Legacy Communications

FACT FILE

Established: 2012

Contact name: Niamh Hopkins

Phone: +353 (0)86 877 6306

Email: Niamh@legacycommunications.com

Website: www.legacycommunications.com

Social media: @legacy_comms

Client list: ALDI, PTSB, Energia, Laya, Amgen, Aviva, Pieta, Krispy Kreme, Department of Transport, Sambazon, AIG, BSH, KC Peaches, Yakult, WHOOP, Walkers, Vito Coco, Insomnia, Staycity, Tony’s Chocolonely, Heineken, Cash and Carry Kitchens, Screwfix, San Pellegrino, Stafford Lynch –Tabasco/Schwartz, Abbvie, Asics, Dog’s Trust, Naos, Dog’s Trust, Wriggle, Uniphar, Bytek.

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: Legacy Communications has continued to strengthen its reputation as a leading FMCG communications agency by delivering insight-led, integrated campaigns that help brands connect meaningfully with consumers across earned, digital and experiential channels. With a multidisciplinary team operating across five specialist divisions - including consumer and corporate communications, digital marketing, SEO and sponsorship - we create campaigns that combine strategic thinking with creative storytelling to deliver measurable commercial impact.

At the centre of our approach is a deep understanding of audience behaviour Our director of creativity & strategy works closely with divisional leads to ensure every campaign is informed by consumer insight, cultural relevance and channel-specific expertise This enables us to create communications strategies that cut through crowded markets and build long-term brand affinity

Our consumer division has experienced significant growth in the FMCG sector, working with brands including ALDI, Krispy Kreme, Tony’s Chocolonely, Stafford Lynch (TABASCO, Walkers, Vita Coco San Pellegrino) and Heineken for Madri Excepcional. Across these partnerships, we have combined traditional PR with influencer engagement, social-first creative and experiential activations to drive both fame and help impact client’s business objectives.

One standout example is our work supporting ALDI’s “It’s Not Complicated” platform. Working closely with ALDI and its wider agency partners, Legacy developed a creative PR strategy that reinforced the retailer’s reputation for straightforward, reliable value without gimmicks or unnecessary complexity In the last year, we have contributed to ALDI’s PR reach of 980,632,224 - representing a 26.32% yearon-year increase

Maeve Governey

Niamh Hopkins

Jailbird Communications Ltd

Julie Blakeney

FACT FILE

Established: 2020

Contact name: Julie Blakeney

Phone: +353 (0)86 342 0794

Email: julie@hellojailbird.com

Website: www.jailbird.ie

Social media: Instagram @hellojailbird TikTok JailbirdComms

Client list: HelloFresh, Bulmers, Corona, Insomnia Coffee, Brillo, BuzzBallz.

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: Over the past year, Jailbird Communications has consistently proven its ability to help FMCG brands cut through crowded markets and connect meaningfully with their target audiences through solid metrics and sales results. The agency has done this by combining sharp audience insight with culturally relevant storytelling, ensuring campaigns land with both impact and authenticity

A key strength has been translating brand strategy into moments that feel native to consumers’ daily lives. Rather than relying on traditional tactics alone, Jailbird has leaned into a mix of influencer partnerships, social-first content, and earned media to drive both reach and credibility

This integrated approach allows FMCG clients to show up where their audiences already are, in formats they actively engage with.

The team has also demonstrated a strong understanding of speed and relevance, critical in FMCG. Campaigns have been built to react to trends, seasonal moments, and shifting consumer behaviours, ensuring brands remain part of the conversation rather than trailing behind it. This agility has been particularly effective in driving awareness and trial for product launches and limited-edition releases and ‘always on’ influencer campaigns.

Importantly, Jailbird has prioritised measurable outcomes. By aligning PR, social, and influencer activity with clear commercial objectives, whether that’s footfall, product sales, or brand consideration, the agency ensures its work delivers tangible value, not just visibility

Ultimately, the past year reflects a clear pattern, combining strategic thinking with creative execution to make FMCG brands not just seen, but remembered and acted upon. n

https://www.linkedin.com/company/shelflife-magazine

A decade of creativity, a night of celebration!

Hunter Media Group’s Collaborations Agency marked a dazzling milestone on 7 May, celebrating 10 incredible years at the evervibrant Hens Teeth in Dublin. What started as a simple idea has blossomed into a decade defined by fearless creativity, brilliant partnerships, bold thinking, and a thriving community they are immensely proud of The anniversary was celebrated in style with a fabulously hedonistic birthday bash, uniting friends, clients, creators, and collaborators for a night brimming with energy, laughter, and pure celebration. n

(L-R) Ian Mulvaney, Donna Ahern and Kyle Fitzpatrick

(L-R) Izzy Hourigan and Lara Moody Ciara Ryan and Padraig Wilson McCarthy

Lynn Hunter

(L-R) Lynn Hunter, Cillian Murphy, Esha Hughes, Aoifa Smyth, Sarah McAleer, Sarah Costello and Natalie Farrell

(L-R) Ali Fox and Anna Clifford

Worth a packet

Ryan Brennan examines how brands in the Snacking category are balancing indulgence and wellness to meet evolving consumer preferences

Snacking has evolved significantly in recent years, with health-conscious consumers trading up within the category and seeking greater quality, variety, and convenience, from portable fresh chicken and berries to a wider range of nutritious, on-the-go options. The snacks category remains a strong performer in Ireland, driven by both indulgence and better-for-you innovation. While classic crisps continue to dominate there is growing demand for healthier alternatives, including baked, highprotein, low-fat, and plant-based options.

Sharing formats and premium snack lines are also gaining traction, particularly during the summer social season.

As consumer habits evolve, brands are

Tayto drives growth with bold innovation

Tayto, Ireland’s leading crisp and snacks brand, has delivered a strong start to 2026, with Q1 marked by standout innovation, highprofile media support and robust shopper engagement. As Q2 progresses, the brand is set to build further momentum through an exciting limited-edition launch, high-impact campaigns and compelling taste credentials.

January reinforced Tayto’s leadership across both core and emerging snacking segments.

The launch of Treble Crunch Sweet Chilli strengthened the brand’s Better For You offering, delivering bold flavour at under 100 calories per pack. Activity was supported by PR, influencer partnerships and on-street sampling to drive awareness and trial. Seasonal interest was also boosted with the return of Tayto Hearts for Valentine’s Day, enhanced this year with an on-pack consumer competition that increased engagement.

Innovation continues to sit at the heart of Tayto’s strategy with the introduction of Tayto Crunchy, a new range designed specifically to maximise the sharing occasion and broaden appeal within the growing sharing segment.

The launch of the Big Cheese and Hot & Spicy variants delivers distinctive texture and bold flavour credentials, offering shoppers a compelling reason to trade up while reinforcing Tayto’s leadership in taste and quality Launched with a fully integrated ATL and BTL campaign spanning OOH, audio, social and PR, delivering strong awareness and consumer pull-through from day one

expanding flavour profiles, experimenting with global influences and offering more premium ingredients to stand out on the shelf Convenience remains key, with single-serve and on-the-go formats continuing to perform strongly, particularly in forecourts and convenience stores. At the same time, retailers

are benefiting from strategic merchandising, including linking snacks with drinks and meal deals to drive basket spend. Sustainability is also becoming more prominent, with packaging innovation and responsible sourcing increasingly influencing purchasing decisions.

Looking ahead, Tayto will continue to energise the category with a highly anticipated limited-edition launch landing in June Tayto Candy Floss is set to drive novelty appeal and social conversation, supported by a full PR and influencer rollout. Meanwhile, Tayto Cornados will build on its strong performance with renewed TV and VOD support from midJune through July, alongside social activity across Meta, TikTok and Snapchat, ensuring sustained visibility during the summer snacking peak.

With a robust pipeline of innovation and brand-building activity ahead, Tayto remains well-positioned to drive category growth and shopper excitement. Retailers are encouraged to stock up early to maximise the opportunity from strong consumer demand.

Tayto Crunchy – the crunch you’ve been ‘craving’

Introducing Tayto Crunchy, the latest innovation from Ireland’s No.1 crisps and snacks brand.

Tayto Crunchy combines irresistible texture with two crowd-pleasing flavoursHot n’ Spicy and Big Cheese flavour Consumer testing shows 75% purchase intention, making this launch one of Tayto’s most anticipated of the year Designed for those who demand maximum texture and bold flavour in every bite, Tayto Crunchy is a texture-led sharing snack that delivers a seriously satisfying crunch. Available in a 130g share bag and backed by an ATL and BTL campaign, including OOH, audio, social, and PR, Tayto Crunchy is set to dominate the sharing segment and is the perfect snack to enjoy on the couch in the evening

Tayto range

STOCK UP NOW

58 CATEGORY FOCUS Snacking

>>

or to share with your crew

Prepare for peak demand, stock up on Tayto’s new product to drive sales.

*Tayto is Ireland’s favourite crisps and snacks brand.

Source: Based in part on data reported by NIQ through NielsenIQ Database for Crisps & Snacks MAT period ending 25th Jan 2026, for Ireland Multiples and Retail Channels. Copyright © 2026

O’Donnells celebrates awardwinning crisp success

O’Donnells crisps are proudly celebrating another year with the title of Ireland’s Most Awarded Crisp With the remarkable achievement of 19 awards in 2025, O’Donnells attained 4 Irish Quality Food and Drink Awards, 2 Blas na h-Éireann awards, 6 Free From Food Awards and 7 Great Taste Awards. These accolades highlight O’Donnell’s leadership in the premium crisp category and underscore the craftsmanship and flavour excellence that continue to set the brand apart.

O’Donnells of Tipperary Mature Cheese & Red Onion

Now celebrating 16 years in business, O’Donnells Crisps were the original handcooked crisps in Ireland, using local food producers for great flavours. Backed by a farming tradition spanning seven generations and more than 300 years, the O’Donnell family has truly perfected the art of potato cultivation to bring you exceptional tasting crisps.

Building on this success, O’Donnells’ latest flavour sensation, O’Donnells Hot Honey Fusion, has made a huge impact on the crisps market.

O’Donnells Hot Honey Fusion taps into the growing popularity of the hot honey flavour trend, expertly blending fiery spice with smooth, natural honey sweetness. Each crisp offers a bold, tantalising kick followed by a rich, mellow finish of the honey, creating a truly memorable flavour experience. Designed for sharing, this snack brings friends and family together with every satisfying, crunchy bite.

O’Donnells ‘It Starts with an O’ campaign can be heard across national airwaves on TodayFM, bringing fun and flavour to Fridays with an exciting line-up of activity across Louise Cantillon and The Friday Mix with Ray Foley. With live mentions, on-air competitions

Hunky Dorys spices up snack aisle

Hunky Dorys, Ireland’s No.1 crinkle-cut crisp brand, has made a strong start to 2026 with the launch of a Golden Rugby Ball promotion across sharing and multipack formats. The activity combined standout on-pack promotions with eye-catching in-store theatre, engaging shoppers around a key snacking occasion, and delivering real momentum in Q1.

Renowned for its big, bold flavours, Hunky Dorys has also expanded its portfolio with the launch of the new Street Food range, bringing globally inspired taste profiles to the aisle Exciting new variants such as Thai Beef and Chilli Cheese Fries introduce a fresh dimension to the category The launch is supported by a nationwide campaign spanning VOD, digital, social, and OOH, complemented by PR activations and immersive foodtruck experiences designed to spark excitement, generate buzz, and drive trial.

Further strengthening its impulse offering, Hunky Dorys has introduced a new upweighted 45g Big Eat pack, reinforcing the brand’s big flavour big value credentials. By delivering more product for the same RSP, the enhanced pack offers clear value for shoppers while driving an improved rate of sale for retailers.

With continued innovation and strong marketing support, Hunky Dorys is set to drive further growth within the crinkle cut segment. Retailers are encouraged to ensure availability across both the core and new Street Food ranges to fully capitalise on the momentum. Go Hunky Dorys or Go Home

*Source: Based in part on data reported by NIQ through NielsenIQ Database for Crisps & Snacks MAT period ending 26th Mar 2026, for Ireland Multiples and Retail Channels. Copyright © 2026

and playful brand moments throughout the schedule, O’Donnells will be front and centre as Ireland gears up for brighter, lighter weekends.

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

PROPER drives savoury snacking innovation in 2026

As competition intensifies within the savoury snacking aisle, brands that can bring fresh energy to established formats are increasingly driving category growth. PROPER is continuing that strategy in 2026 with two launches designed to deliver incremental value

for retailers: PROPER Crunch Corn and PROPER Prawn Cocktail Lentil Chips.

Crunch Corn represents PROPER’s renewed push into the roasted corn and nut snack space, where it is positioning itself as a modern challenger brand. The range has been rebooted with bolder flavours, improved taste and standout packaging, aimed at refreshing a category traditionally dominated by a small number of players. Made from whole corn kernels, Crunch Corn offers a nut-free alternative that delivers big crunch and flavour, while aligning with growing demand for variety within family and sharing snacking occasions.

Available in flavours such as Maple Bacon, Crispy Chilli Oil and Barbecue, Crunch Corn is

PROPER Prawn Cocktail Flavour Lentil Chips

Go Hunky Dorys Or Go Home

Tayto Crunchy Hot & Spicy Flavour

Tayto Crunchy Big Cheese Flavour

60 CATEGORY FOCUS Snacking

designed to appeal to younger, flavourforward shoppers while giving retailers a differentiated option that sits comfortably alongside both nuts and crisps. Strong shelf presence and vibrant pack design are intended to encourage trial and trade-up, bringing new shoppers into the fixture rather than simply switching between brands.

Complementing this, PROPER Prawn Cocktail Lentil Chips rework one of the most iconic flavours in the crisps category through PROPER’s lentil-based format. Prawn cocktail continues to deliver broad consumer appeal, and the brand’s lentil chips provide a familiar taste in a format that reflects ongoing interest in lighter, plant-based snacking alternatives. Together, these launches underline PROPER’s focus on contemporary formats, recognisable flavours and purposeful innovation - supporting retailers in keeping the savoury snacks aisle relevant, dynamic and appealing to today’s shopper

Green Farm refreshes Chicken Breast Bites range with

new

pot format

Green Farm helps consumers make better food choices every day, whatever the occasion –from breakfast and lunch to dinner and snacking. Made with 100% natural ingredients and packed with real protein, Green Farm offers simple, convenient options to fit into busy lives.

Green Farm has recently refreshed its popular Chicken Breast Bites with the introduction of a new pot format, designed to better align with familiar snacking cues. Consumers can enjoy the same great product, now presented in a convenient on-the-go format.

Made from premium quality chicken breast, Green Farm Chicken Breast Bites deliver 20g of protein per pack. Made with 100% natural ingredients and allergen-free, they are available in two flavours: Chargrilled and Cajun. The new pot format enhances visibility and reinforces the product’s role as a convenient, savoury snack choice for busy lifestyles, whether at work, commuting or post-workout.

Launched in April 2026 across Dunnes Stores, Tesco, SuperValu, Centra, and convenience retailers nationwide

Eat Real

Eat Real has cemented its position as a leading brand in the better-for-you savoury snacks sector, offering shoppers delicious alternatives to traditional crisps without sacrificing taste or enjoyment.

The brand’s philosophy is simple: use real ingredients to create snacks full of flavour

Rather than relying on potatoes, Eat Real crafts its products from pulses, grains and vegetables - including lentils, chickpeas and quinoa, paired with bold, globally inspired seasonings. This ingredient-first approach resonates strongly with today’s shoppers, who are increasingly seeking snacks that align with more conscious eating habits while still delivering on crunch and flavour

Eat Real’s portfolio spans lentil chips, hummus chips and quinoa chips, making it

suitable for a wide range of snacking occasions, from family sharing to lunchboxes and on-the-go consumption. Importantly, the brand has proven its ability to grow the category by attracting new and younger shoppers, rather than simply driving brand switching within the fixture.

Part of the PROPER Snacks family, Eat Real benefits from strong innovation credentials, consistent quality and a clear point of view on modern snacking. Its clean packaging, clear dietary cues and strong flavour profiles ensure it stands out in a competitive category

With continued consumer interest in plantbased ingredients, gluten-free options and permissible indulgence, Eat Real remains well placed to support retailers in meeting evolving shopper needs while delivering sustained value growth within savoury snacks.

Eat Real selection range

Green Farm Chargrilled Chicken Breast Bites

Green Farm Cajun Chicken Breast Bites

PROPER Crispy Chilli Oil Crunch Corn

PROPER Barbeque Crunch Corn

PROPER Maple Bacon Flavour Crunch Corn

Forest Feast collaborates with PerfectTed to launch Matcha Chocolate Almonds

UK leading premium snack brand, Forest Feast, continues to blaze a trail in category innovation with its first-ever brand collaboration, launching Matcha Chocolate Almonds made with PerfectTed.

Forest Feast has been dedicated to disrupting the category and delighting consumers with mouth-watering snacks for 30 years, with innovation firmly at the heart of the brand. This latest launch reflects the brand’s ongoing mission to redefine permissible indulgence through premium snacks that combine quality ingredients with creative confectionery techniques.

“We’re always on the lookout for opportunities to translate exciting flavours and ingredients into crave-worthy innovation,” says Leona McCaugherty, Head of Marketing at Forest Feast. “Matcha isn’t just one of the fastest-growing flavours, it’s part of a broader cultural shift.

With data showing that as many as a fifth of UK adults and two fifths* of Gen Z are swapping their usual tea or coffee for matcha, it felt like the perfect territory to explore and a meaningful way to engage younger consumers”.

The new product offers a uniquely indulgent experience by enveloping handcrafted almonds in velvety white chocolate blended with high-quality PerfectTed matcha. The result is a deliciously moreish snack which combines crunch, creaminess and the distinctive character of matcha.

Marisa Poster, co-founder of PerfectTed, says: “This partnership with Forest Feast is a big yes for us because it’s rooted in the same idea as PerfectTed: modern energy should feel good and so should modern snacking. Not chaotic, not artificial, not overcomplicated. Just great ingredients, great flavour, and something you actually want to come back to every day”.

The brand has launched a 120g format for sharing and a 40g pack for on-the-go snacking.

For more information, contact: hello@forestfeast.com. www.forestfeast.com

Keogh’s proudly supporting Cancer Fund for Children

Keogh’s has announced a new partnership with Cancer Fund for Children, unveiling a special edition of its iconic Mature Irish Cheese & Onion crisp pack to help raise awareness and support for children and young people impacted by cancer across Ireland.

The limited-edition packaging features a daisy-inspired redesign, symbolising hope and resilience while also shining a spotlight on Daisy Lodge, Cancer Fund for Children’s therapeutic centre for families affected by cancer As part of the initiative, Keogh’s will donate €50,000 to Cancer Fund for Children. This reflects their commitment to supporting meaningful causes to raise awareness around important issues affecting families today in Ireland.

Cancer Fund for Children provides vital emotional, social and therapeutic support to children and young people impacted by cancer, helping families navigate the challenges that come with a diagnosis. Through services delivered across Ireland, the charity works to ensure that no child faces cancer alone

The limited-edition packs will launch at Bord Bia Bloom over the June Bank Holiday weekend before rolling out nationwide for a limited time Keogh’s hopes to encourage consumers to support a cause that continues to make a meaningful difference to families across Ireland every day.

Forest Feast Matcha Chocolate Almonds

Keogh’s proudly supports Cancer Fund for Children

Keogh’s at Daisy Lodge

Blanco Niño unveils smoky Asado flavour

Tipperary-based Blanco Niño launches new Meaty Asado tortilla chips. Blanco Niño, the premium Mexican tortilla chips brand, is excited to announce the launch of its bold new flavour: Meaty Asado

Proudly made in Clonmel, Co Tipperary, the new flavour is launching in independent stores and rolling out nationwide later in the year

Size: 170g

Inspired by the asado tradition of Northern Mexico’s Sonoran Desert, Meaty Asado draws on an openfire barbecue technique where meat and vegetables are grilled over flame on a charcoal grill to develop a deep, smoky richness. Here, asado is more than a cooking method; it is a celebration of community, flavour and togetherness, where people gather around the fire to share food and stories. With this launch, Blanco Niño invites shoppers to share the warmth of asado, with a bold new flavour that’s perfect for sharing. Crafted in Ireland at the brand’s tortilleria in Clonmel, Co Tipperary

True to Blanco Niño’s commitment to traditional processes, Meaty Asado is made using the ancient Aztec process of nixtamalisation, where whole, regeneratively farmed corn is slow-cooked, steeped overnight, and stone-ground into masa. The process takes three days from start to finish, resulting in tortilla chips with exceptional depth of flavour and texture.

“Meaty Asado is inspired by one of the most iconic food traditions in Northern Mexico. We wanted to create a flavour that feels bold, smoky and deeply satisfying, while staying true to the authenticity and quality that define Blanco Niño.”

- Philip Martin, founder

This launch marks another exciting step in Blanco Niño’s mission to honour Mexican culinary heritage while creating the premium tortilla chips that define the category on Irish supermarket shelves.

Cuisine de France launches indulgent cookie range

Cuisine de France Freshly Baked Cookies are an indulgent treat you won’t soon forget. These generously sized, soft-baked cookies are loaded with decadent chunks of premium chocolate Currently with two flavours in the range and available in packs of four

Double Chocolate Chunk Cookies

A generously sized chocolate cookie loaded with decadent dark and creamy white chocolate chunks for the perfect sweet bite every time

Chocolate Chunk Cookies

A beautiful golden, oversized cookie bursting with indulgent chocolate chunks, baked to perfection for a deeply satisfying bite.

About the product

• Inspired by Northern Mexico’s asado tradition, an open-fire barbecue technique developed for deep smoky flavour

• Rich, citrus-kissed and savoury with a bold umami core and peppery finish.

• Made using the Aztec nixtamalisation process for a traditional taste and texture.

Cuisine de France cookie range

ACTI-SNACK packs a protein punch across breakfast and snacking

ACTI-SNACK is tapping into the growing demand for functional, convenient nutrition with a protein-led range designed for time-poor, health-conscious consumers. Made using 100% natural ingredients, the range is positioned as “Real Food Fuel” for active lifestyles, with the added benefits of being both vegan and glutenfree

Spanning both breakfast and on-the-go occasions, the range comprises protein-rich granolas with convenient trail mixes, offering retailers a versatile solution for morning routines and snacking throughout the day. Alongside protein to support muscle maintenance, the products provide a source of fibre, helping to support digestive health and satiety

The inclusion of essential nutrients such as potassium, magnesium and iron further enhances the range’s functional appeal, helping to combat fatigue and support overall performance.

Taste remains central to the brand proposition, featuring flavours including peanut butter and salted dark chocolate, designed to balance nutrition with indulgence and drive repeat purchase in a competitive, fast-growing category

The 350g granola range carries an RRP of €5, while 40g trail mixes retail at €1.65.

For more information, contact: hello@acti-snack.com www.acti-snack.com

ACTISNACK Trail Mix Smoky Chipotle

ACTISNACK Keto Trail Mix Salt & Apple Cider Vinegar

ACTISNACK Protein Trail Mix Peanut Butter

ACTISNACK Trail Mix Salted Dark Chocolate

Nutri-Grain Bakes are back

From the number one cereal snack bar manufacturer1, Kellogg’s Nutri-Grain Bakes are back by popular demand and have returned permanently, presenting a strong opportunity for retailers to capitalise on evolving snacking habits.

As busy, on-the-go lifestyles continue to drive demand for convenient, satisfying snacks, Nutri-Grain Bakes are perfectly placed to meet shopper needs. Soft baked and made with wholegrain oats, they deliver on both taste and functionality - key factors for today’s snack bar consumers, with convenience cited as a top purchase driver2.

The strength of the brand is proven. In 2024, Nutri-Grain Bakes drove over €2 million in value3, supported by a highly loyal shopper base With three in four cereal and snack bar shoppers deciding what to buy before entering the store4, range availability is critical to retaining sales and avoiding lost spend.

Available in Raisin and Chocolate, in a fourpack and single format, Nutri-Grain Bakes cater to both wholesome and indulgent missions, helping retailers meet multiple shopper needs while driving repeat purchase and incremental sales.

1 Nielsen Scan Track (L52wks to 22nd March 2026 excl. Dunnes Stores)

2 AMP Agency (February 2025). The Duality of Modern Snacking: A Split Between Indulgence and Intentionality

3 Nielsen Scan Track (L52wks to 23rd February 2025 excl. Dunnes Stores)

4 Mintel (31 March 2025). Cereal and Snack Bar - Ireland (Mintel Market Research Report).

Naturally sweet, high fruit content

Made from 100% fruit with no added sugar, preservatives or colourants, the Bob Snail range delivers a naturally sweet flavour profile with significantly higher fruit content than many alternatives. This clean and reassuring ingredient story has made it a favourite for families seeking simple honest snacks that still feel fun.

The brand’s colourful packaging and extensive assortment; including the bestselling Fruit Rolls and Stripes, multipacks and playful Eat & Play formats offer retailers exceptional versatility across shopper missions. These formats have performed particularly well as lunchbox additions and after-school treats, where parents look for convenience, natural ingredients and a sense of novelty

As the focus on healthier choices continues to shape the snacking category, Bob Snail stands out as a must-stock line for 2026. With its broad range, strong international presence across over 39 countries and clear alignment to family trends, the brand brings both variety and a strong point of difference to shelves. For retailers building a forwardlooking mix, Bob Snail offers natural credentials, colour, and proven appeal.

For further information or to explore the full assortment, retailers can contact Ampersand on 01 413 0100

‘Breaking out of the Tube’: Pringles launch new lunchtime essential

Pringles Ireland is set to unlock new growth in the impulse and lunchbox occasions with the launch of Pringles Minis, a new, portion-controlled format designed for today’s on-thego shopper

Rolling out nationwide from early May 2026, the range introduces the brand’s first multipacks, offering retailers a strong opportunity to drive basket spend and meet demand for convenient snacking. Available in six x 20g multipacks across Original, Sour Cream & Onion and BBQ flavour, Pringles Minis delivers the brand’s signature flavour in a compact, portable format ideal for lunchboxes and everyday consumption.

A 40g grab and go pack range (Original and Sour Cream & Onion) will follow from July, targeting impulse and food-to-go missions. With evolving lunchtime habits and increasing demand for flexible snacking, Pringles Minis provides retailers with a versatile new line to capitalise on growth across convenience, travel and on-the-go occasions.

Kellogg’s Nutri-Grain Bakes Raisin

Kellogg’s Nutri-Grain Bakes Chocolate

Fruitful fun for everyone!

Indie Bay targets healthier snacking demand

Indie Bay pretzel thins have all the punch of a pretzel and the crunch of a crisp with less fat and calories, making them the ultimate feel-good taste-good snack.

They baked until light and

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 grow 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.

popularity consumers are healthier, Indie a and snack.

Available now in 35g Impulse pack and 150g Sharing pack to ensure everyone gets a chance to try this must-have snack.

Indie Bay Pretzel Thins Lightly Salted

Summer sips sales surge

Ryan Brennan reports on the standout drink trends shaping summer 2026, including premium RTDs, lowand no-alcohol alternatives, and the continued growth of local craft producers

As summer approaches, drinks brands are preparing to capitalise on peak seasonal demand with fresh innovation and strong in-store activation. While fruitforward serves and Ready to Drink (RTDs) remain popular, Irish consumers are increasingly seeking premiumisation, loweralcohol options, and sustainability-led brands. From spritz-style drinks to flavoured beers and canned cocktails, versatility across occasions-from picnics to at-home entertaining-is key

Commenting on the rise in popularity of RTDs during the sunny season in particular, Jamie Tevlin, trading director, BWG Foods, said: “The ready-to-drink category is one of the most dynamic spaces in the Irish drinks market right now, and it represents a compelling opportunity for convenience retailers specifically We are seeing strong and

-196 celebrates its first year in Ireland with a massive Beyond the Pale 2026 partnership

Launched in Ireland last year, -196 has already made a major impact on the fast-growing Alcoholic Ready to Drink (ARTD) category

This summer, the brand will be the official vodka-based ARTD partner of Beyond the

sustained consumer appetite for RTD products across our entire store network, from premium cocktails to functional beverages and low and no-alcohol alternatives. BWG’s symbol brands hold a market-leading position in the Ready to Drink alcohol category, given the penetration of chilled refrigeration within its licensed estate and the products’ appeal to convenience shoppers.

Pale 2026. With more than 15,000 attendees expected, -196 will deliver bold, eye-catching branding and unforgettable moments that will stop festival-goers in their tracks.

Steeped in Japanese heritage, -196 first launched in Japan in 2005 and has since become one of the ARTD market leaders in Japan. At the heart of -196 is its innovative Freeze Crush Infusion Technology, where whole fruit is flash frozen using liquid nitrogen at –196°C. The frozen zest, pulp and

“Research consistently points to convenience as the preferred purchase channel for RTD, driven by impulse purchase behaviour, immediacy of consumption, and the growing expectation of chilled, curated ranges at the point of need. Consumers are also trading up in this category, seeking quality and variety alongside convenience”.

juice are then crushed into a fine powder and infused with vodka, shochu (a Japanese distilled spirit) and soda. The result? A crisp refreshing tasting ARTD that delivers Whole Fruit… More Flavour in every sip

Suntory -196

Suntory -196

Suntory -196

Following a successful first year on shelves, -196 is entering 2026 with even bigger ambitions. The brand will be supported by a heavyweight TTL campaign across Ireland, spanning high-visibility social media, influencer partnerships, digital amplification and strong shopper activity across major retailers. The campaign continues to champion 196’s Japanese roots while bringing to life, in a fun and energetic way, the standout process behind the brand’s unique technology and whole-fruit flavour, showcased through bold and distinctive taste-led messaging.

Refreshing taste, available in two flavours: Lemon and Grapefruit, -196 can be found nationwide The brand isn’t stopping there… keep an eye out for its new Peach flavour coming soon, delivering even more whole fruit flavour for Irish consumers to enjoy.

-196. Whole Fruit. More Flavour

CATEGORY FOCUS Summer Drinks

Bulmers launches new flavours range in time for summer

Much-loved Irish cider brand Bulmers is giving more reasons to celebrate this summer with the launch of two new flavours, Bulmers Strawberry & Lime and Bulmers Berries.

Available in 500ml bottles and 4 x 500ml cans, the new flavours will be listed nationwide in all major retailers and convenience stores as well as across the on-trade

The vibrant new range reflects Bulmers’ commitment to meeting growing consumer interest in fruit-forward, refreshing cider options and will be the perfect addition on shelf this summer

Both new variants have been developed through extensive consumer testing, ensuring the right balance of sweetness, refreshment, and drinkability Bulmers Strawberry and Lime delivers a light, refreshing taste, blending sweet strawberries with a crisp citrus twist, while

Altered State builds premium RTD drinks portfolio

Altered State is an Irish drinks import, distribution, and brand development company founded by Karl Cooney and Colly Murray, focused on bringing progressive premium drinks brands to the Irish market while also developing contemporary Irish products for export.

The portfolio includes 15 brands spanning RTDs, mixers, and cocktail ingredients, including Whitebox Cocktails, The Pickle House, and Karl Cooney’s own brands, ÓL Irish Cocktails and Dublin Cocktail Lab

ÓL is a new generation Irish RTD brand created to bring a more transparent, natural, organic, and culturally modern approach to the category Produced in Ireland, the brand focuses on Irish and organic ingredients, combining the sensibility of a modern cocktail menu with distinctive flavour profiles such as yuzu & pine, dillisk & passionfruit, and chokeberry & palo santo. The brand has partnered with IMMA and festivals, including Another Love Story, positioning ÓL at the centre of Ireland’s creative and cultural scene

Altered State also imports and distributes Whitebox Cocktails, one of the fastestgrowing RTD cocktail brands to emerge from

combines strawberries, raspberries, and blueberries to create a bold, juicy flavour with a smooth finish that feels both premium and contemporary The result is a range designed to appeal to both existing Bulmers drinkers and a new generation seeking more variety in their choices.

To support the launch, Bulmers is rolling out a fully integrated campaign including video on demand, outdoor social, digital audio and radio in addition to sampling activations in both the on and off trade that will help drive trial throughout key summer moments. Bulmers will also be working with key retail partners to help support the launch in-store with takeovers, POS and dedicated social media activity

Commenting, Siobhan Casey, head of brand for Bulmers, said: “This launch marks an exciting moment for Bulmers as we expand our range in line with growing consumer demand for high-quality, fruit-forward cider

the UK and a standout within the growing 100ml full-strength single-serve category Whitebox is now listed in Sainsbury’s, Selfridges, on Aer Lingus transatlantic flights, and in numerous Irish independent offlicences, showing a strong case for the format within the Irish market. The portfolio also includes The Pickle House, creators of premium Bloody Mary RTDs and cocktail mixers, listed with Virgin Atlantic.

Alongside the portfolio, Cooney develops bespoke syrups and flavour solutions, collaborating with venues including The Animal Collective and Library Street. With growing support across both the on and off-

options. Strawberry & Lime and Berries reflect our ambition to elevate flavour within the cider category, delivering a fruit-led cider with a more mature, sessionable taste that is refreshing, contemporary and full of character

“Flavoured cider presents a real opportunity for the trade, and we believe these new additions will not only strengthen the Bulmers portfolio but also help drive value and excitement across the category in 2026 and beyond. We’ve had a great response from retailers so far, looking to tap into the growing market, and we’re looking forward to working with them over the coming months.”

The new flavours complement Bulmers’ existing portfolio, including its Original Apple Cider, Bulmers Light and Bulmers 0.0, which launched last year and has proven successful with those looking to moderate.

trade and coverage in more than 150 accounts nationwide, Altered State expects significant growth this year as consumers increasingly move towards founder-led drinks brands with provenance, natural flavour, and authenticity over sugary low-cost RTD alternatives. www.alteredstate.ie

Bulmers Berries

Bulmers Irish Cider range

(L-R) Bulmers Berries and Strawberry & Lime

ÓL Irish Cocktails

Pocket Negroni

72 CATEGORY FOCUS Summer Drinks

Premium Birra Menabrea expands into Irish off-trade

Menabrea has arrived in Ireland’s off-trade, giving consumers looking for an authentic premium beer this summer a refreshing new choice.

The Italian lager is available nationwide across grocery, convenience and forecourts and comes in two formats: a 660ml sharing bottle and a 4x440ml can pack.

With roots in Italy’s Piedmont region at the foothills of the Alps, the refreshing lager is inspired by a brewing heritage that dates back to 1846 and spans five generations of the same family

The 4.8% pale lager is renowned for its taste thanks to its careful balance of flavours that are both citrus and bitter and fruity and floral. The result is a refreshing lager that can be enjoyed on its own or with food. Menabrea lends itself to a variety of dishes and is a great option for summer entertaining, making it a strong addition on the shelf

The expansion into the Republic of Ireland off-trade follows growing success

Rascals launches lime-infused Chido lager

Meet Chido, the independent Irish-brewed Mexican-style lager from Rascals Brewing Company, created for easy-going summer drinking and built around one simple idea: real lime, already included. Brewed with genuine

for the brand across GB, where Menabrea has seen volume growth of +30%1 YoY across all off-trade outlets. This is +16%1 ahead of the premium beer category average, as people continue to opt for authentic premium options.

As part of the launch, Menabrea is working closely with key retail partners to help support the launch in-store with takeovers, POS, retail media and sampling activity that will help drive trial throughout key summer moments. Menabrea is also offering shoppers the chance to win a luxury 4-day Italian alpine escape, where they will stay in Europe’s highest hotel offering panoramic views of the mountains. Shoppers will be able to scan the available POS to enter

Commenting, Eleanor Quigley, senior brand manager for Menabrea, said, “We’re delighted

lime zest, Chido delivers the bright citrus character people expect from a Mexican lager, without the need for a wedge stuffed into the neck of the bottle

At 4% ABV, Chido is crisp, refreshing and highly approachable, designed to appeal far beyond traditional craft beer audiences. Clean malt character, light bitterness and a subtle burst of fresh lime make it an easy choice for beer gardens, barbecues, festivals, casual dining and long summer evenings. Presented in a clear 330ml bottle, it leans into a familiar and accessible visual style while maintaining the quality and attention to detail of an independent brewery product.

The brand positioning focuses on sociability, sunshine and uncomplicated good times rather than heavy craft beer messaging. Chido is aimed at consumers who want flavour and quality, but without the intensity or perceived barriers sometimes associated with craft beer It comfortably sits alongside mainstream world lagers while offering a fresher, more modern and independently brewed alternative.

With strong standout branding, broad consumer appeal and an easy-drinking profile suited to warm-weather occasions, Chido is designed to perform strongly across pubs, bars, outdoor events and retail throughout the summer season and beyond.

to launch Menabrea into Ireland. Pairing beautifully with food, Menabrea will be a great addition to the premium beer offering this summer, helping retailers tap into the increased occasions summer brings. We’re pleased to be able to offer a range of formats that further support the season, with our cans proving popular thanks to their added convenience.

“We are looking forward to working with our partners in the off-trade to bring Menabrea to their consumers and see growth opportunities in the category with the introduction of this crisp, refreshing premium lager.”

Menabrea is available through C&C Group in Ireland.

For more information, please visit menabrea.co.uk/

Make it your moment of indulgence this summer with iStil38 38 Craft Irish Vodka

This summer, elevate every occasion with iStil38 Craft Irish Vodka

A premium Irish vodka that combines worldclass quality with homegrown pride

With three exceptional expressions, Original, Vanilla, and Pink Berries - iStil 38 offers something for every taste and every serve.

The Original expression, crowned World’s Best Vodka 2024, sets the benchmark for purity and smoothness, delivering a clean, refined finish that stands above the rest The Vanilla variant brings a subtle sweetness and warmth, perfect for indulgent summer serves, while Pink Berries offers a vibrant, fruitforward twist that shines in spritzes and refreshing cocktails.

As Irish consumers and bars increasingly look to support local, iStil38 38 proves there’s no need to compromise Why look abroad when the world’s best vodka is proudly Irish?

Smooth, sophisticated, and incredibly versatile, iStil 38 is the ideal base for summer cocktails, from light spritzes to classic serves with a modern twist.

This season, make it your moment and indulge yourself this summer by choosing iStil 38 Craft Irish Vodka.

Menabrea range

Menabrea Birra Bionda Biella

Menabrea Birra Bionda

Mneabrea 4 x 440ml cans

Chido Lager six pack

West Coast Cooler launches

Apple Drop RTD

West Coast Cooler is set to build on recent success and momentum with the launch of Apple Drop, a new flavour innovation designed to meet evolving consumer demand within the RTD category

As the number one RTD brand in Ireland, West Coast Cooler continues to lead the category, which has experienced significant growth in recent years, driven by a shift towards lighter, lower-calorie and lowerABV options and an increasing consumer appetite for new and distinctive flavour profiles.

Apple Drop has been developed with these trends in mind. At just 88 calories per serve and 4% ABV, it offers a refreshing, balanced option for consumers seeking a lighter option without compromising on taste West Coast Cooler Apple Drop blends crisp apple and lime with subtle notes of

A blush of summer: Moët Hennessy’s essential guide to summer effervescence

As hints of Summer approach, Moët Hennessy welcomes the return of rosé champagne season with its esteemed, worldclass portfolio of rosé expressions. Featuring favourites from Moët & Chandon, Veuve Clicquot, Ruinart, Krug and Dom Pérignon, the collection is vibrant yet elegant. Designed for everything from relaxed at-home entertaining to glamorous rooftop celebrations, these rosé champagnes are the perfect treat for Summer moments, whether you prefer timeless classics or bold, fruitforward expressions.

Moët & Chandon Brut Impérial Rosé Enticing, radiant and spontaneous, every bottle of Champagne Brut Impérial Rosé embodies the Maison’s savoir-faire, where

three noble grape varieties unite in perfect harmony. Pink with amber highlights, the delicate hue captures light with a radiant warmth, evoking the first blush of sunset across a summer sky. Its bewitching nose is a lively, intense bouquet of red fruits - wild strawberry, raspberry, cherry - floral nuances of rose, and a slight hint of pepper

The juicy, persistent intensity of berries unfolds across the palate, where strawberry, raspberry and redcurrant dance together in perfect harmony. This vibrant fruitiness meets the elegant fleshiness and firmness of peach, creating a signature champagne expression of radiant character

The versatile nature of rosé champagne bridges both sweet and savoury worlds magnificently Pair with delicate sushi, grilled summer peaches, or soft creamy cheeses for an effortless celebration

Moët & Chandon Brut Impérial Rosé, RRP €69.50, is available from independent offlicences including O’Brien’s, Molloy’s, The Vintry, On The Grapevine, The Wine Centre, Donnybrook Fair, Gibney’s Malahide and nationwide in Brown Thomas, Dunnes Stores, Tesco, SuperValu.

Moët & Chandon Grand Vintage Rosé

Moët & Chandon Grand Vintage Rosé 2016 is the Cellar Master’s unique expression of a remarkable year in Champagne While 2016 was a year of turbulent weather, full of twists and turns at the whim of nature, it gave rise to remarkable Pinot Noir and Meunier grapes, which compose 58% of this champagne

Medium pink with brilliant bluish reflections, the fruitiness of this champagne is immediately evident. Syrupy red fruits, slightly crushed strawberries, raspberries, and late-summer blueberries take the forefront and are complemented by delicate, colourful floral aromas of rose, hibiscus, violet and nuances of gingerbread and chocolate powder The palate offers an immediate sensation of pleasure, with a tender supple and harmonious profile The

elderflower and matcha, delivering a modern twist on a familiar favourite.

The launch of Apple Drop follows a standout year for the brand, which saw value growth of +67% in 2025 (Nielsen), underlining its continued relevance and strong consumer appeal.

Consumer research has also demonstrated strong potential for Apple Drop, with high levels of appeal evident across both existing West Coast Cooler drinkers and those new to the brand. The new variant is expected to complement the existing range - Original (Tropical), Rosé (Red Berry) and Sunburst (Peach & Mango) - offering retailers and publicans an opportunity to drive incremental sales through flavour variety and innovation.

Available from April 2026, Apple Drop is well-positioned to capitalise on ongoing growth within the RTD category and further strengthen West Coast Cooler’s market-leading position.

fruit emerges fresher than anticipated, showcasing perfectly ripe raspberries. The initial light structure gradually yields, imparting a delightful sensation of sweetness.

Moët & Chandon Grand Vintage Rosé, RRP €99.55, is available from independent offlicences, including O’Brien’s nationwide and Celtic Whiskey Shop Veuve Clicquot Brut Rosé

Another favourite rosé champagne is Veuve Clicquot Brut Rosé Created by Madame Clicquot in 1818, this is the first known blended rosé champagne This fresh and opulent Rosé is the result of a blending of grapes from 50 to 60 different crus, and is composed of up to 45% reserve wines. The cuvee is based on the traditional Yellow Label blend and completed with Pinot Noir red wine The Brut Rosé offers a rich aromatic profile, combining red and black fruits (cherry, strawberry, raspberry, blueberry), spices (white pepper, saffron, licorice), pastries (biscuit, croissant), all enhanced by accents of toast, orange peel, and gingerbread linked to aging on lees.

Brut Rosé captivates with its opulence and freshness, perfect for indulgent moments of sharing. Its lively character comes alive with sashimi or a generous slice of pizza. It also pairs beautifully with a selection of aged cheeses: Ossau-Iraty, fresh goat cheese, tomme de brebis, Gouda, Mimolette, and Irish cheddar The cuvée finds a delicate echo in a red fruit dessert, such as a light tart or a tangy sorbet.

Veuve Clicquot Brut Rosé, RRP €81.90, is available from O’Brien’s nationwide, Avoca, Baggot Street Wines, Blackrock Cellar, Bubble Brother Cork, The Wine Centre Kilkenny, Malt House Trim, The Celtic Whiskey Shop, Donnybrook Fair and Mitchell and Son.

Ruinart Rosé

Ruinart Rosé is a blend of the freshness of Chardonnay, which is the signature taste of Ruinart, and the fruitiness of Pinot Noir

West Coast Cooler Apple Drop

Moet & Champagne Rose Imperial

76 CATEGORY FOCUS Summer Drinks

Ruinart Rosé is a harmonious champagne that balances the aromatic freshness of Côte des Blancs and Montagne de Reims chardonnay (45%) with the fruitiness of Montagne de Reims and Vallée de la Marne pinot noir (43% vinified as white and 12% vinified as red). A champagne with coral and rosewood hues, first impressions reveal intense aromas of tropical fruit such as pomegranate, lychee and guava, complemented by floral essences of rose and freshly picked red berries. Secondary aromas include hints of warm spices such as tonka bean and nutmeg.

Maison Ruinart recommends pairing this champagne with oily fish and shellfish. It is also suitable for pairing with charcuterie and more powerful meats like duck.

Ruinart Rosé, RRP €119.75, is available from Deveney’s Dundrum, Green Acres Wexford, Corkscrew Dublin, World Wide Wines Waterford, Celtic Whiskey Shop, and Avoca nationwide

Krug Rosé

The story of Krug Rosé dates back to 1976 With Joseph’s non-conformist spirit at heart, the 5th generation of the Krug family crafted a new composition, an unexpected rosé inspired by the Maison’s reputed art of blending. Thus, the first Édition of Krug Rosé, a singular champagne achieving an astonishing balancing act between finesse and substance, came to be Each year, Maison Krug presents a new Édition of Krug Rosé

Krug Rosé is a masterful blend of white base wines to bestow elegance, fruit notes and great freshness, completed with traditionally macerated Pinot Noir red wines to add structure and spice. At first sight, the champagne is a deep salmon hue with coppery highlights. On the nose are aromas of red fruit salad, raspberries, strawberries, juicy cherries and toasty notes. On the palate, fruit combines with pastry notes of raspberry charlotte and ladyfingers. Flavours move from the sumptuous, jammy notes of dried plums to the fresh, elegant citrus fruits such as blood orange and it finishes with elegant bitters of pink grapefruit.

Krug Rosé, RRP €604.80, is available from Celtic Whiskey Shop, The Corkscrew and Pembroke Wines.

John Hales, Bavaria Ultra & with A

Q: Summer is such a key season for lighter beers - how did Bavaria Ultra set out to create a drink that fits perfectly into warm-weather occasions?

A: Summer is a key moment for the lager category, with consumers naturally seeking more refreshing, easy-drinking options. With Bavaria Ultra, the focus was on creating a clean, crisp and highly refreshing lager that delivers on taste, while offering a lighter carb and calorie profile

It’s designed to suit longer, more social occasions typical of summer, where consumers are looking for a beer that feels balanced and refreshing without being heavy.

Q: What trends are you seeing in how people are choosing their drinks during summer, and how has that influenced Bavaria Ultra’s approach?

A: We’re seeing a continued shift towards more mindful and considered drinking, particularly during summer when occasions are more frequent and extended. Consumers are increasingly paying attention to calories and carbohydrates, reflecting a broader health and wellness trend, while still wanting to enjoy a premium beer experience.

This has shaped Bavaria Ultra’s approach, ensuring it delivers a low-carb, low-calorie option that aligns with these behaviours, without compromising on flavour or refreshment.

Q: Bavaria Ultra is positioned as a lighter option - how do you balance refreshment, flavour, and lower calories without compromising on taste?

A: Taste is critical, particularly in lager, where repeat purchase is driven by flavour With Bavaria Ultra, a strong focus has been placed on developing a completely new, more complex recipe, designed to reduce carbohydrates while maintaining the full, refreshing flavour expected from a premium lager

The brewing process is significantly more intricate than traditional lager brewing, allowing for greater control during fermentation and helping to lower carbohydrate levels without compromising on taste The result is a clean, crisp beer that delivers on both refreshment and flavour

Q: Are there particular summer moments or settings (BBQs, festivals, beach days) that inspired the way Bavaria Ultra is marketed or enjoyed?

A: Bavaria Ultra is well-suited to a wide range of summer occasions, from BBQs and garden gatherings to festivals and more active, outdoor moments. These are typically longer, more social occasions where consumers are looking for a refreshing beer that fits seamlessly into the day.

What’s increasingly shaping these occasions is a more balanced approach to consumption, with people looking for options that align with how they eat and live. Bavaria Ultra fits naturally into this, particularly around food-led moments, where consumers are seeking a lighter, low-carb option that complements the occasion without feeling heavy

Our marketing approach reflects this, focusing on lifestyle-led moments that bring together socialising, food and more active, healthconscious behaviours.

Q: Looking ahead, how do you see the summer drinks category evolving, and where does Bavaria Ultra fit into that future?

A: We expect the summer drinks category to continue evolving in line with broader trends around moderation, health and wellness, and more mindful consumption. Summer occasions are typically longer and more social, and increasingly, consumers are looking for options that feel lighter and more balanced, particularly as they become more aware of calories and carbohydrates.

Low-carb beer strongly resonates with Irish consumer preferences for more healthconscious options, particularly among millennials and health-focused demographics seeking alternatives to traditional beers that are higher in carbohydrates.

In more established markets such as the US and Australia, this trend is already well proven, with ultra-style low-carb beers emerging as some of the top-selling brands in the category, highlighting a clear opportunity for similar growth in Ireland.

Bavaria Ultra fits naturally into this evolving space, offering a premium lager experience at a more accessible, value-for-money price point compared to competitors, alongside a significantly lower carb count. As these trends continue to develop, we see a growing role for options like Bavaria Ultra, particularly during key summer occasions where consumers are looking for refreshment, balance and great taste without compromise

John Hales, Bavaria Ultra

Bavaria Ultra launches as Ireland’s first low-carb lager, tapping into the fast-growing mindful drinking trend

Ireland is set to welcome its first dedicated low-carb lager with the launch of Bavaria Ultra, introducing a new option for consumers seeking a full beer experience with a lower carb and calorie profile - without compromising on taste

This new premium lager is now available in Ireland through Comans Beverages Ltd., the official distribution partner for the world-famous Bavaria brand. Brewed by Royal Swinkels, a seven-generation family of brewers with over 300 years of heritage, it combines deep-rooted craftsmanship with a pioneering spirit. The Swinkels family is known for charting an independent course and continuously evolving to meet changing consumer needs. From early advances in alcohol-free brewing to ongoing developments in sustainable, modern production, this commitment to innovation remains at the heart of the business. This latest launch reflects a growing shift toward more mindful drinking habits, with Irish consumers increasingly seeking beverages that align with active and healthconscious lifestyles.

Part of the renowned Bavaria brewing portfolio, Bavaria Ultra delivers a premium lager experience with a lower carb and calorie profile - without compromising on taste

With 4.2% ABV, it contains just 0.59g of carbs and 28 kcal per 100ml, nearly six times lower in carbs than a standard lager, offering a smarter choice for consumers who want to enjoy beer without trade-offs. Bavaria Ultra has been specifically developed to meet the needs of a new generation of beer drinkers who are increasingly balancing enjoyment with more conscious lifestyle choices.

Smooth, crisp and highly refreshing, Bavaria Ultra is brewed with carefully selected ingredients and natural mineral water sourced from Bavaria’s own spring, helping deliver a clean and balanced taste

Bavaria Ultra is crafted using an innovative brewing process and a newly developed, complex recipe, designed to reduce carbohydrates while maintaining a superior taste

Bavaria Ultra

78 CATEGORY FOCUS Summer Drinks

Whispering Angel celebrates 20th vintage

Remarked as the world’s number one rosé Whispering Angel proudly celebrates its 20th vintage with the momentum and unmistakable confidence that have defined the brand since 2006. Whispering Angel’s 20th Anniversary is a milestone that marks two decades of leadership and categorydefining excellence. It is more than a date on the calendar; it is a celebration of an enduring legacy and a vision for the future of rosé

Sacha Lichine founded Whispering Angel in 2006 with a bold intention: to bring rosé to greatness. Since its inception, Whispering Angel sparked the global Rosé Renaissance, elevating an entire category of wine into a symbol of luxury, status and French joie de vivre. Today, it continues to lead with sustained sales growth and the charisma that has made the brand a global icon. Clear, vibrant and culturally fluent, Whispering Angel remains the preferred French rosé world-over and the benchmark against which every other rosé is measured.

Founder’s statement

“I am pleased to say that this is among the best vintages of Whispering Angel we’ve made Both delicious and aromatic.” - Sacha Lichine

Unveiling the new Minuty M Ltd Edition Bottle Designed by Lucia Vinti

Minuty continues its series of artistic collaborations for its M Rosé cuvée with a limited edition designed by Lucia Vinti. Paying tribute to the Mediterranean art of living, the bottle was born from a collaboration between an Italian artist and a Provençal Maison, in the heart of the Saint-Tropez Peninsula - united by the same culture of taste sharing, and conviviality

The new vibrantly coloured illustrated edition highlights the aromas and fruity freshness of the Minuty M wine, while paying homage to the unique bottle design created by Monique Matton in the 1960s: “La

Sacha Lichine’s original whisper has become a global promise: a promise of excellence, prestige, and innovation. Two decades on, that intimate beginning has been reinterpreted for the 20th vintage release

Winemaker’s statement

“The 20th anniversary vintage is expressive and precise, revealed through a balance of ripeness and freshness, with delicate notes of citrus and red fruits that add clarity and depth. On the palate, the wine opens smoothly with a silky, well-defined texture. Its ever-present freshness adds structure and dimension, leading to an energetic, lively finish.” - Bertrand Léon

The new anniversary label is refined and collectible It features Sacha Lichine’s signature alongside the iconic Whispering Angel brand mark - the angels of Chateau d’Esclans that have become its ambassadors to the world. Designed to stand out on the shelf and inspire pride wherever it appears, the label reflects both heritage and modernity

To mark the brand’s milestone, Whispering Angel is proud to be kicking off a year of celebrations with the unveiling of a special edition artwork, composed of 20 visual stories, each representing a chapter in the Whispering Angel journey - people, places, and moments that shaped the world’s most influential rosé

Provençale”, which has become a symbol of Provence wines.

Lucia’s illustration is directly inspired by Minuty M’s aromatic profile With notes of red fruits and peach, the bottle evokes the generosity and freshness of the wine through a luminous composition in which patterns and colours echo the Mediterranean art de vivre. To extend this experience, a summer tart was created around the same aromatic notes, inviting enthusiasts to discover these flavours not only in the glass, but also on the plate

Since 2018, the Maison has invited international artists each year to reinterpret the Minuty M bottle Through their eyes, the bottle becomes a canvas that reflects not only the world of the Maison, but also the unique art of living on the Saint-Tropez Peninsula, Minuty’s birthplace since 1936.

The wine

Minuty M is crafted from a blend of three grape varieties: predominantly Grenache for its aromatic elegance, Cinsault for its freshness, and Syrah for added complexity With its pearly pink hue, the wine immediately charms with its aromatic intensity, ranging from tangy red berries to notes of white-fleshed fruits. On the palate this new vintage is rich and rounded, with crisp fruit. A subtle hint of sweetness tempers its liveliness.

This cuvée pairs beautifully with a wide range of appetisers: tapas, crackers, wasabi peas - as well as summer salads such as Salad Niçoise - also complements seafood, including small crustaceans, pink shrimp and shellfish. Additionally, prepare the summer tart at home, enjoy it alongside a glass of

Whispering Angel is available from O’Brien’s nationwide, Shield’s Malahide, Morton’s Ranelagh, Avoca, Molloy’s, DonnyBrook Fair, Wines Online, Malt House Trim, The Wine Centre Kilkenny, World Wide Wines Waterford and all major retailers. Whispering Angel 2025 Vintage - RRP from ¤26.65.

Minuty M Rosé, and let yourself be transported into the Mediterranean Spirit – right at your table

ALDI predicts surge in rosé sales as warmer weather arrives

With brighter evenings and longer days emerging, rosé season is beginning to build momentum across Ireland. ALDI has revealed that rosé sales increased by 40% from April to May 2025*, showing shoppers love a crisp glass of rosé in summer months as they move towards lighter wine styles in late spring and early summer

As we come into May, ALDI expects to see a rush among buyers, with rosé continuing to grow in popularity - particularly among millennial and Gen Z consumers seeking easydrinking options for relaxed social occasions.**

ALDI’s curated selection of customer favourites and standout bottles is leading the charge this season, offering quality flavour and value across every occasion. Viral sensation, the Pierre Jaurant Le Petit Poulet Rosé €8.99 is a refreshing, light, and dry rosé that makes it a reliable crowd-pleaser Jolie by Juliette Coteaux de Béziers Rosé €8.99 from the Spring Summer range, is a beautifully pale pink, refreshing wine with flavours of strawberry and peach, making it ideal for effortless sipping. For those seeking a more elevated option, the Specially Selected Organic Costa Toscana Rosé €9.99 delivers layered notes of white peach, raspberry and strawberry, balanced by a subtle citrus lift. n Appendix

*ALDI Research Team Internal Data 2025.

**Rose Wine Market Growth Analysis, Dynamics, Key Players and Innovations, Outlook and Forecast 2025-2032.

Whispering Angel 20th Vintage

M Minuty Cotes De Provence

Brewing Success: How Coffee Junction is driving footfall at Gala Retail

The Coffee Junction in-store setup at Gala Retail

Coffee continues to play an increasingly important role in convenience retail, acting as both a footfall driver and a key contributor to customer loyalty Across Gala Retail, the Coffee Junction concept is helping retailers unlock that opportunity through a premium, consistent and commercially attractive in-store coffee offer

Exclusively developed for Gala stores, Coffee Junction has become a standout retail proposition that combines quality, convenience and strong margin performance. Designed to meet the expectations of today’s consumer, it delivers a premium coffee experience that encourages repeat visits while creating a reason for shoppers to choose Gala as part of their daily routine

At the core of the offer is quality Working with renowned roastery Matthew Algie, Gala has created a bespoke coffee blend that delivers the consistency and flavour profile customers expect. Whether ordering a morning Americano or an afternoon flat white, shoppers can rely on a coffee experience that is barista-led in feel and focused on quality in every cup.

Coffee Junction is further strengthened by its integration with fresh bakery and food-togo creating a strong all-day offer that suits the changing habits of convenience customers. In a market where consumers are increasingly seeking speed, quality and value, the concept supports Gala retailers in building a relevant and differentiated in-store destination.

The Coffee Junction model is also designed with retailers in mind. From branded packaging and point-of-sale materials to store layout guidance and staff training, Gala provides a turnkey solution that is

straightforward to implement and built for long-term success Retailers are seeing average cup sales increases of 30%, with margins of up to 80%, underlining the commercial strength of the proposition.

The concept continues to gain traction across the Gala network, with retailers investing in and expanding Coffee Junction within their stores. Hanlons Gala in Longford now operates the largest Coffee Junction in Ireland, while multi-site operators including Manor Forecourts in the southeast of Leinster and the Mulrooney Group in Munster have also converted stores to the Coffee Junction offering, recognising the growing consumer demand for premium coffee in convenience retail.

The enhanced Coffee Junction format also reflects wider shifts in shopper behaviour, particularly the growing importance of foodto-go and premium refreshment options. Positioned prominently in-store and supported by fresh food and bakery, the offer captures commuter, local and impulse trade throughout the day, contributing to higher basket spend and stronger customer loyalty

Tony Cluskey marketing & ambient trading manager at Gala Retail, said Coffee Junction is helping retailers compete more effectively in a fast-evolving category

“Coffee Junction gives our retailers a proven way to compete with specialist coffee outlets while offering the speed and convenience customers expect,” said Cluskey “Customers know good coffee when they taste it. They value quality, consistency and flavour, and that is exactly what the Coffee Junction blend delivers.”

He added that Gala is continuing to respond

to emerging customer preferences. “We are constantly reviewing trends and taste profiles to ensure the offer stays relevant. We are seeing strong growth in oat milk, matcha and iced coffee, and Coffee Junction allows retailers to respond to that demand while strengthening their overall in-store proposition.”

The flexibility of the concept is another major advantage Whether delivered as a compact unit or a flagship-scale installation, Coffee Junction can be adapted to suit the size, layout and customer base of each store while maintaining a premium look and feel.

Coffee Junction sits alongside Gala Retail’s exclusive concepts, including Baker’s Corner, The Deli, Distill and Galato, reinforcing Gala’s commitment to creating distinctive, valueadded retail experiences for both retailers and customers.

For Gala retailers, the opportunity is clear Coffee is now a core part of the convenience offer, and when delivered well, it drives footfall, builds loyalty and adds real value to the overall business. n

National Off-Licence of the Year Awards 2027

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 2027.

And the 2027 winner is...

• National Off-Licence of the Year 2027

• Regional Off-Licence of the Year 2027 (Dublin, Leinster, Connacht/ Ulster, Munster)

• Wine Specialist of the Year 2027

• Beer Specialist of the Year 2027

• Spirit Specialist of the Year 2027

• Food Retailer Off-Licence of the Year 2027

• Customer Service Award of the Year 2027

• Best First Time Entrant 2027

• Responsible Retailer of the Year 2027

• RTC Graduate of the Year 2027

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 two rounds of judging and an informal blind tasting.

Round 1 - Mystery Shopper Judging

The Mystery shopper will assess customer relations, appearance of the outlet, promotions, facility atmosphere, and staff knowledge The Customer Service Off-Licence of the Year will be awarded to the highest-scoring outlet as judged by the mystery shopper

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

Martin’s Off-Licence, National OffLicence Award winner

valuable management tool for your outlet on an ongoing basis.

The criteria cover a broad spectrum of activity within an off-licence. 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.

Marks

• Overall appearance 200 marks

• Hygiene 100 marks

• Wines 300 marks

• Beers 300 marks

• Spirits/Liqueurs 300 marks

• Customer Service 300 marks

• Market & Promotional 250 marks

• Facility Atmosphere 200 marks

• General 50 marks

• TOTAL 2000 marks

• 10 points = excellent, 0 points = non existent

Each entrant judged will be awarded a Certificate of either Excellence, Merit or Standard, which will enable you to benchmark your performance each year

Blind tasting

An informal blind tasting will take place on the day of the Awards ceremony.

The winners

All winners will receive a specially designed Framed Certificate and a banner which specifies the category win.

What the 2026 winners had to say

We are delighted and honoured to win the National Off Licence Award in its 30th year It means so much to be recognised among the elite in such a competitive and highly contested market. The standard across all entries and categories was exceptionally high, and to come home with the top award is a true testament to the dedication and hard work of our entire team. We are constantly striving to find that point of difference, setting high standards that we can consistently achieve Entering awards like these helps us to keep improving, stay focused, and remain at the top of our game Thank you to all at NOffLA for running a wonderful awards scheme, followed by a brilliant awards ceremony that we look forward to every year Declan & Damian Martin, Martins OffLicence, Fairview, Dublin 3 National Off-Licence of the Year 2026. n

Overall winners 2026

1

ONES TO WATCH TOP 5

From a custard cream doughnut to sriracha caramel mustard, here’s our top pick of new and diverse products that food and drink producers have to offer

EDITOR’S PICK

45 2

3

1 Dunked N’ Loaded Custard Cream Doughnut, RRP: €4.25. Available from Marks & Spencers. 2 Chimac Sriracha Caramel Mustard, to launch in June 2026, and Chimac Honey Jalapeño Sauce, RRP: €7.50, 370g. Available from selected retailers nationwide 3 Andrea’s Kitchen Spiced Apple Chutney and Simple Fruity Chutney, RRP: €4.50

Available from selected stockists including Local Roots & Co., Douglas Shopping Centre, the Marina Market, and Smith’s SuperValu, Kinsale 4 Body Fuel Chocolate, RRP: €5. 5 Two Shores Superior Irish Rum, 37.5% ABV, RRP: €39. Available from Supervalu, Centra and independents nationwide

Coca-Cola

Coca-Cola Zero Caffeine Zero Sugar relaunches with refined look to redefine evening occasions

Dr Pepper

Dr Pepper Zero Sugar is here,

bringing the unmistakable taste of Dr Pepper to more shopper occasions

The Coca-Cola Company recently announced its relaunch of Coca-Cola Zero Caffeine Zero Sugar, introducing a sophisticated new visual identity and positioning designed to enhance evening experiences.

Recognising that evenings are cherished times for unwinding and connecting, many millennials are gravitating towards beverage options that align with these moments without the worry of their caffeine intake.

The relaunched Coca-Cola Zero Caffeine Zero Sugar addresses this need, providing a satisfying option that aligns with contemporary lifestyle choices, thanks to the full refreshing taste of Coca-Cola with zero caffeine, zero sugar, and zero calories.

The relaunched refreshment will feature premium black and gold packaging with a sleek, modern design. This updated look reflects a sophisticated choice for evening consumption, making Coca-Cola Zero Caffeine Zero Sugar an ideal accompaniment for dinner, post-work, and unwinding evening occasions.

Fizzique

Fizzique launches across Ireland - co-created by SiSú & Katie Taylor

SiSú, one of Ireland’s most respected wellness brands, recently announced the launch of Fizzique, Ireland’s next-gen soda, co-created with world champion boxer Katie Taylor Available in four flavours, Fizzique is a better-for-you alternative to traditional soft drinks: high in fibre, infused with magnesium and Vitamin D, made with juices and natural flavourings, low in sugar and low in calories. No sweeteners. No compromise on taste

The product

The Four Flavours:

• Zesty Lemon & Ginger

• Passionfruit & Yuzu

• Watermelon, Lime & Mint

• Blood Orange & Mango

Key benefits - every can of Fizzique is:

• High in fibre

• Infused with magnesium and Vitamin D

• Made with juices and natural flavourings

• Low in sugar and low in calories

• Free from artificial sweeteners and additives.

Dr Pepper has never tried to fit in, and that is exactly why consumers love it. Built on a recipe that has stood the test of time, Dr Pepper’s unmistakable flavour and proudly different personality bring something distinctive to the flavoured soft drinks category

Over the last year, 2,406,753 litres of Dr Pepper were sold across IOI, enough to fill an Olympic-sized swimming pool. Source: NielsenIQ, 52 wks to March 2026

Now, Dr Pepper Zero Sugar joins the portfolio, giving shoppers the same distinctive Dr Pepper taste, with zero sugar As more consumers look for lower and zero sugar options, Dr Pepper Zero Sugar gives retailers a strong opportunity to meet changing shopper preferences while adding excitement, choice and incremental reasons to buy

Source: NielsenIQ March 2026

Available nationwide in key formats to suit a range of shopper missions and consumption moments, including 500ml bottle, 2L bottle and 6 x 330ml can multipack.

Keelings

Keelings Irish Strawberry season

Irish Strawberry Season is in full swing, and Keelings are excited to bring their fresh & juicy Irish Strawberries to consumers. Traditionally, the Irish season runs from May through to mid-September However, due to the improvements in growing techniques and advancements in technology Keelings supply Irish strawberries from mid-March right through to November Keelings Irish Strawberry production in the glasshouses starts in March, then into outdoor tunnels from late May and back into the glasshouses in the Autumn.

Keelings Irish Strawberries are now available nationwide Keelings will be supporting the Irish Strawberry season with an integrated marketing campaign including TV, YouTube, Radio, Digital Audio, In-store point of sale, in-store sampling partnerships, OOH and social media live this May.

Coca-Cola Zero Caffeine

Dr Pepper Zerooo 6x330ml

Katie Taylor, co-creator, Fizzique

Keelings Irish Strawberries

Crosta Mollica

Crosta Mollica expands Irish retail rollout

The UK’s ‘most-loved’ pizza brand, Crosta Mollica, is continuing its expansion across Ireland with the launch of its Neapolitan-style sourdough pizza range into Tesco stores nationwide

Six of the brand’s most popular fresh sourdough pizza flavours are now available in stores.

Premium brand

Since landing in Irish supermarkets earlier this year, Crosta Mollica has quickly become one of the most talked-about premium pizza brands on shelves.

The brand’s expansion across Ireland is being led by Unify Brands.

Speaking about Crosta Mollica’s Irish launch, James Lyttle, director of Unify Brands, said: “We felt there was a real opportunity in the Irish market for a premium pizza brand that genuinely delivers on quality and authenticity The reaction from retailers and consumers so far has been hugely positive, and Tesco is the perfect partner to help bring Crosta Mollica to more shoppers nationwide.”

Crosta Mollica sets a new standard for chilled and frozen pizzas in the Irish market.

Its wood-fired sourdough pizzas are made with premium quality ingredients and baked to perfection in a traditional wood-fired oven on the lava stones of Mount Etna.

No other pizza ‘compares’ to the depth of flavour and authenticity

In Tesco stores across the country, Irish pizza-aficionados can now choose from six of Crosta Mollica’s most popular fresh sourdough pizzas: the iconic Margherita, the flavour-packed Stromboli, the Fiorentina with its creamy ‘bianco’ sauce, Regina – an elevated Margherita fit for a queen, the fresh, spring-inspired Primavera, and Salami Napoli, a celebration of the heritage Italian cured meat.

All six Crosta Mollica varieties can now be found in the chilled aisles of Tesco stores nationwide, €7.30 or two for €12 for a limited time Crosta Mollica is poised to become ‘your go-to pizza for nights-in that doesn’t compromise on taste, texture or authenticity’.

White’s Oats

White’s expands breakfast portfolio with the launch of Gluten Free Oat Flakes

White’s Oats Ireland’s largest oat miller and breakfast cereal producer, has announced its entry into the free-from category with the launch of White’s Gluten Free Oat Flakes, now available in Tesco stores across Northern Ireland.

The launch reflects White’s continued commitment to developing oat-based products that meet evolving consumer needs, without compromising on taste or nutrition, and further strengthens its established portfolio of porridge and organic oats, instant oats and granolas, including its recent protein-boosted oats and real fruit porridge innovations.

Made with 100% gluten free oats and certified by the Coeliac Society of Ireland, White’s Gluten Free Oat Flakes offer reassurance around quality, safety and consistency. Naturally high in beta-glucan soluble fibre, known to help lower cholesterol, the product contains no added sugar and delivers White’s signature creamy taste

White’s Gluten Free Oat Flakes are available in Tesco stores across Northern Ireland, with additional retail listings planned in the coming months. Further gluten-free product development is also scheduled to roll out later this year

Kerrygold

Kerrygold enters a ‘delicious’ new chapter with the launch of a premium cheese range

Ireland’s most loved butter brand is stepping into an exciting new chapter In 2026, Kerrygold is marking its most ambitious year of innovation to date, bringing its signature quality, craft, and care to a new category with the launch of a premium cheese range

Launching nationwide this summer, the range is rooted in generations of Irish farming tradition. Each cheese has been handselected by Kerrygold’s Master Graders, whose experience and precision ensure exceptional flavour, texture, and consistency in every bite.

The collection will include 15 SKUs across a range of formats, including block, grated, and sliced. Whether it is a quick lunch, a family dinner, or a cheeseboard shared with friends, the range brings something extra to the table

The launch also sees the return of the much-loved Dubliner cheese Rolling out from the end of May, the cheese range stays true to the brand’s heritage while opening the door to something new. n

White’s Gluten Free Oat Flakes

Kerrygold Range

Crosta Mollica range

Crosta Mollica pizzas are now available in Tesco stores

QUICK QUESTIONS WITH AOIFA SMYTH-MORGAN

, director, The

Collaborations Agency

Aoifa Smyth-Morgan is an agent and director of The Collaborations Agency (which is celebrating 10 years in business this year) where she leads the careers of creators across comedy, podcasting and presenting. With over a decade of experience, she specialises in building culturally relevant talent into commercially successful, long-term brands.

Her work spans strategic partnerships, live touring and brand collaborations, with a clear focus on audience connection and creative integrity. Coming from a background in editorial and social media, Smyth brings a sharp, audience-first lens to how talent shows up and grows in an increasingly crowded landscape. She began her career in London in influencer and community management, leading digital campaigns and talent relations both in-house and agency side. Today, she is particularly interested in talent who challenge the status quo and reflect the diversity of modern audiences.

1. Best series you recently watched on a streaming platform?

Handcuffed: Last Pair Standing on All 4

2. Best place for coffee? Indigo and Cloth in Temple Bar

3. Top movie recommendation? Almost Famous

4. Top book recommendation? Hamnet by Maggie O’Farrell

5. Which social media platform do you use most? Instagram

6. Favourite influencer/content creator if you have one?

I couldn’t possibly choose, but any on my roster

7. Best advert on TV?

Guinness ‘Dancing Man’ is remembered for its nostalgic tone, but more importantly it reinforces the brand’s long-standing themes around character and craft, and it feels authentic rather than manufactured.

8. Worst advert on TV?

The GoCompare campaign is widely disliked, but also effective in terms of recall. It raises the question of whether being irritating is a valid strategy.

9. Favourite grocery shop? Evergreen on Camden Street

10. If you had to live in another country, where would you choose? Greece

11. Greatest achievement to date? Buying a house with my wife

12. Do you prefer working from home or in the office/on-site?

A combination of both

13. Best piece of advice you ever received?

At a pivotal point in my life and career, my dad shared a proverb about patienceessentially that if you wait long enough, things tend to resolve themselves. It’s stayed with me because it’s a reminder not to react too quickly.

14. Biggest fear? Heights and spiders.

15. City or beach break? A bit of both - Marseille is the ideal mix of the two

16. Top restaurant recommendation? Note

17. Who is the last artist/group you saw live? The band ‘Dry Cleaning’

18. Apart from your own, what brand do you admire most?

Tayto is a brand that’s deeply embedded in culture, but it’s never felt the need to overcomplicate itself. The consistency of the brand Mr. Tayto, the tone and the humour has been maintained over decades, which is quite rare. It shows the value of knowing exactly what you are and not chasing every trend.

19. Best customer service you ever received?

The best customer service I experienced was in a small hotel where the staff anticipated needs before I had to ask. It wasn’t about grand gestures, just thoughtful, consistent attention to detail- which made a lasting impression.

20. What’s the last compliment you received?

The last compliment I received was that I always seem calm - even if that’s not always the case internally! I took that as a good sign, because I think staying measured and clear-headed under pressure really matters. n

Aoifa Smyth-Morgan, director, The Collaborations Agency