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September 2021

A perfect storm

Brexit, Covid, supply chain constraints and raw material shortages all driving food cost increases

Healthy approach to sick pay All you need to know about the new statutory sick pay scheme

Takeover targets Dan White examines which UK grocer will be snapped up next by private equity investors

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

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IN WITH OUR FRESH NEW LOOK

Same Great Taste

OPINION 3

ShelfLife September 2021 Vol. 28 No. 9

All eyes on Circle K acquisition of 10 Grifﬁn Group stores

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE MCENERY FIONNUALA CAROLAN BARRY WHELAN COLIN GORDON

As ShelfLife was heading to print, we received a major announcement from Circle K. Namely, that it had reached an agreement to acquire a total of 10 Grifﬁn Group convenience stores in Ireland, subject to approval from the CCPC. The locations of the stores are Upper O’Connell Street, Lower O’Connell Street, Westmoreland Street, College Green, Nassau Street, Grafton Street, Fonthill, Parkwest and Sandyford with the outlets in Sandyford consisting of one convenience store and a coffee shop.

Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie

No doubt many of our readers will be closely following the acquisition involving the well-respected independent Griffin Group, which marks Circle K’s first move onto the high street in Ireland and also represents its first multi-site acquisition of standalone stores in Europe. We will certainly be reporting on this news in further detail in our October edition. In the meantime, our current edition is another jam-packed one. While our cover story on page 18 outlines a number of serious issues currently driving up cost increases within the food and drink industry, our comprehensive feature on the confectionery category, beginning on page 30, provides considerably more palatable fare! It’s key reading to help make sure you’re stocked up on all the latest Halloween and Christmas must-stocks, but perhaps don’t read it when you’re hungry – it’s the ultimate in sweet temptation! Gillian Hamill, editor, ShelfLife magazine

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.

Clariﬁcation In our August 2021 edition, ShelfLife published an article on indoor dining entitled 'The dining-in dilemma' on pages 28-29. In response, The Maxol Group clariﬁed its position on indoor dining on 18 August 2021 with the following statement: “The Maxol Group is operating in line with government Covid-19 guidelines and fully supports and applauds the achievements of the vaccination rollout programme. Because of the additional resources needed to manage indoor dining, many of our dine-in facilities have not yet reopened. It is The Maxol Group’s intention to resume indoor dining across the network when it is practical and feasible for individual service stations to do so. Some sites have already reopened their dining facilities, which is working well, and we will share best practice across the network for a full safe and manageable return to indoor dining, in line with government guidelines.”

ShelfLife is happy to clarify the above information and we apologise for this omission from our August print edition.

Contents September 16

COVER STORY 18

The Irish food industry is under intense pressure due to Brexit and Covid. Fionnuala Carolan looks at the problems it is encountering while waiting for a solution to doing business under the Northern Ireland Protocol

NEWS&ANALYSIS 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

4 6 10 12 70

News grid Seen and heard Food focus CSNA news NOffLA news

FEATURES& REPORTS 14 Dan White looks at the

Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

trends in retail takeovers in the UK

16 Centra store proﬁle:

With two revamps and a new shop, Bobby O’Reilly,

the owner of Centra Johnstown Road, Cabinteely and Centra Ballybrack, tells Julia O’Reilly about his busy year

20 Gala store proﬁle: After

completing a major renovation project in April, Kane’s Gala in Carlow now boasts the ‘wow factor’ in spades

ADVISOR 24 HR: The HR Suite’s Caroline McEnery outlines what you need to know about the new statutory sick pay scheme

26 Recruitment: Excel

Recruitment’s Barry Whelan highlights ﬁve ways to convince

your company to allow you to keep working from home 28 Marketing: Colin Gordon explains how focusing on a small number of items with the power to truly change your course can reap rewards

MARKETING& CATEGORY FOCUS 30 44 50 56 60 56 56

Confectionery Hard seltzers Hot beverages Mixers Household Newspapers Market movers

NEWS

NEWSGRID The top news stories in FMCG 13.5 tonnes of raw tobacco seized

and retail from across Ireland

95% of Aldi own-brand packaging recyclable

A total of 13.5 tonnes of loose raw tobacco seized by Revenue this year could mean there are large-scale illegal cigarette factories operating in Ireland, says Retailers Against Smuggling (RAS). To date, Revenue has announced four major seizures of loose raw tobacco with a combined estimated retail value of €8.1 million representing a potential loss to the Exchequer of €6.7 million. RAS spokesperson, Benny Gilsenan said: “The signiﬁcant volume of the consignments being seized, and the elaborate means being used to conceal this raw tobacco suggests that it’s unlikely the product is intended for direct resale to the consumer on the black market.”

More than 95% of Aldi Ireland’s own-brand products now feature recyclable packaging. The news follows the government’s announcement that PE and PP ﬁlm can now be recycled in Ireland. Over the past two years, Aldi has worked with its Irish suppliers to introduce new, innovative, sustainable packaging solutions that have resulted in over 2,150 tonnes of virgin plastic being removed from its 148 stores nationwide. The supermarket has also replaced over 930 tonnes of non-recyclable packaging materials with recyclable alternatives since 2019.

Glanbia delivers strong ﬁrst half 2021

Pricing transparency rules signed into law

Glanbia performed ahead of expectations in the ﬁrst half of 2021 as strong revenue growth and margin improvements delivered adjusted earnings per share (EPS) growth of 85% on a constant currency basis (up 70.2% reported). Financial half-year results reported wholly owned revenues of €2,042.2 million, up 20.3% constant currency on the prior half year (up 11.2% reported). It delivered strong cash conversion in the period, which has funded capital allocation towards an acquisition, increased dividend and a further share buyback programme.

EU rules to improve food market price transparency in the meat and dairy industries have been signed into law by Minister for Agriculture and Food Charlie McConalogue. Building on existing price reporting obligations, the changes were designed to provide more information on prices at each stage of the food supply chain. While information about farm gate prices, volumes and stocks, and the prices paid by consumers at retail level is largely available, there is limited information about prices at other stages of the chain, for example the prices at which processors sell product and the prices at which retailers buy product.

Grocery market declines as hospitality re-opens

Dealz announces €20 million investment fund

Figures from Kantar show the grocery market declined by 3.9% during the 12 weeks to 8 August 2021, as indoor dining in restaurants, pubs and cafés returned for fully vaccinated people. In the most recent four weeks, takehome grocery sales decreased by 0.9% yearon-year. Still, Emer Healy, retail analyst at Kantar, said it is “important to put that in perspective and remember that we are comparing sales against the peak of Covid-19 restrictions last year. “Irish shoppers still spent a massive €333.2 million more on take-home groceries than during this same period in 2019,” Healy said.

Dealz has conﬁrmed it has an Irish investment fund of €20 million earmarked for store expansion in the Republic of Ireland over the next three years. The group is actively exploring opportunities across Ireland, particularly within smaller, regional areas including Galway, Donegal, Mayo, Tipperary, Wicklow, Leitrim, Meath, Kildare, Kerry, Clare, Louth, Sligo, Limerick and Waterford, as well as suburbs of Dublin.

UK indeﬁnitely extends NI post-Brexit grace period

The UK government has indeﬁnitely extended plans for post-Brexit checks on some goods entering Northern Ireland, after negotiations with the EU reached a stalemate. Grace periods and checks on the island of Ireland have already been extended twice. According to a government source, the UK wanted to “create space for talks to happen without deadlines looming” every three or six months. While Brussels withheld its formal agreement on the move, the EU will refrain from launching legal proceedings over the extension of the status quo, The Guardian reported.

Establishment of Garda insurance fraud office welcomed

The Alliance for Insurance Reform has welcomed the establishment of an Insurance Fraud Coordination Ofﬁce (IFCO) under the control of the Garda National Economic Crime Bureau (GNECB) to help combat fraudulent and exaggerated insurance claims. Eoin McCambridge, managing director of McCambridge’s of Galway and director of the alliance said this “marks a major step in the battle against Peter insurance fraud, Boland, director, formalising as it Alliance does a structured and streamlined for Insurance approach by Reform gardaí.”

Tesco and Love Irish Food mark ﬁrst retail partnership

Tesco Ireland and Love Irish Food (LIF) have launched their debut retail activation, which will see the retailer highlight new support for Love Irish Food brands in-store from 6 September. For four weeks, eye-catching point of sale will be on display in all large stores calling out LIF brands and products, making it easier for customers to choose Irish goods on their shopping trip. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife September 2021 | www.shelﬂife.ie

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SEEN AND HEARD

Deep RiverRock scores a ‘Nice One!’ for forward-thinking sustainability Deep RiverRock has been making waves with its new-look 100% recycled bottle. The brand ﬁrst launched its fully recycled 100% RPET across the total portfolio back in 2019. This September, the brand will launch a new campaign to further reinforce its sustainability credentials, in a unique Deep RiverRock way, with lots of personality! The new brand campaign will show how choosing the Deep RiverRock 100% recycled bottle is a ‘Nice One!’ Deep RiverRock will use a new brand character to remind us all of the positives in everyday life situations. To deliver the Deep RiverRock brand message, the new ‘Nice One’ campaign will go live from 6 September onwards, led by a heavyweight TV campaign on RTE, Channel 4, Virgin Media and Sky, together with a number of video on demand platforms. The campaign is further supported with new packaging, digital, out of home, experiential, social, PR and shopper activity. Along with the new brand platform coming, Deep RiverRock 500ml Flavoured Water range has had a fantastic summer, with the launch of three new Immunity Defence SKUs, Deep RiverRock Flavours have seen both ROS and share growth across the island.

The Deep RiverRock ‘Nice One’ campaign further reinforces the brand’s sustainability credentials

Boost for Waterford as Musgrave MarketPlace opens new Food Emporium Musgrave MarketPlace ofﬁcially unveiled a new Food Emporium at Musgrave MarketPlace, Waterford, Kilbarry Road Junction on 24 August, following a €1 million upgrade. The transformation of the Waterford branch into a state-of-the-art Food Emporium forms part of a €13.6m total investment in the Musgrave MarketPlace Food Emporium concept to date, as it continues to modernise wholesale on the island of Ireland. This branch unveiling in Waterford follows branch upgrades in Cork, Limerick, Galway, Dublin’s Ballymun and Robinhood, Duncrue in Belfast and Derry. The upgrade of the Waterford Food Emporium features a range of new and innovative updates to assist foodservice and retail customers access the information and products they need. These include: • A designated meat cutting service alongside expanded areas for fruit and vegetables, chilled and frozen foods. • A state-of-the-art food demo area to showcase the Musgrave MarketPlace offerings for customers.

Available in White and Seeded variants, the Heat & Eat Baguettes come in a threepack format

Panelto Foods’ new Heat & Eat Baguettes are suitable for freezing, giving consumers even more convenience

ShelfLife September 2021 | www.shelﬂife.ie

• The branch is open for trade seven days a week to support customers. Opening the branch’s new Food Emporium were long-standing customer Mary Walsh, managing director of Musgrave MarketPlace, Michael McCormack, head of Musgrave MarketPlace operations, Martin Slattery and general manager of Musgrave MarketPlace Waterford, Patricia Hattersley. Michael McCormack, managing director, Musgrave Wholesale Partners said the opening is “hugely exciting for the local community in Waterford and beyond”. “We have invested €13.6m to date in our branches to create Food Emporiums within Musgrave MarketPlace which not only offer a ﬁrst-class customer experience but also redeﬁne the traditional cash-and-carry business,” McCormack said. The reimagined Musgrave MarketPlace Waterford, located in Musgrave Business Park, has been designed with the customers at the forefront, serving local hotels, bars, restaurants, retailers and SMEs in the Waterford region. As well as adding hundreds of new products to its current range of

Martin Slattery, head of MarketPlace operations; Patricia Hattersley, branch general manager, Musgrave MarketPlace; Mary Walsh, longstanding customer of Musgrave MarketPlace and Michael McCormack, MD, Musgrave MarketPlace

over 9,000 products, the branch now has expanded chilled, frozen and fresh produce aisles. In line with Musgrave MarketPlace’s sustainability strategy, the new Food Emporium is designed to save energy and reduce carbon emissions. With the introduction of low power eco refrigeration and LED lighting, the Waterford branch is supplied with 100% renewable electricity.

Panelto Foods launches Heat & Eat Baguettes Panelto Foods is launching a new range of in-store bakery baguettes this month. Heat & Eat Baguettes are half baked and offer consumers the opportunity to ﬁnish them at home in the oven to produce a delicious crusty baguette. Working from home 2-3 days a week is set to be a reality for many people, who will look for lunchtime inspiration from the comfort of their own home. Heat & Eat Baguettes are suitable for freezing, so consumers can have the highest quality, freshest bakery bread at home any time. Available in two variants: White and Seeded, the baguettes come in a three-pack format. Oven bake for 6-8 minutes, or 10 minutes from frozen, then ﬁll with your sandwich option of choice. Whether it is a simple ham and cheese baguette, or something hot, like a BLT or steak sandwich, Heat & Eat has all needs covered! Launching exclusively with Tesco Ireland, Heat & Eat Baguettes will be available in over 100 Tesco stores nationwide. The clean and contemporary packaging helps the product to stand out, and it will be supported by an integrated marketing campaign. Panelto Foods is an Irish bakery that produces a range of high-quality frozen par-baked breads for major retailers’ in-store bakeries across Ireland and the UK. With a state-of-the-art facility in Longford, Panelto Foods produces delicious breads that can be delivered fresh to the consumer every day. For more information, visit www.paneltofoods.ie.

SEEN AND HEARD

Miriam O’Callaghan launches the 2021 Bewley’s Big Coffee Morning Social for Hospice

Journalist and broadcaster, Miriam O’Callaghan, is calling on people across the country to support this important initiative

Together for Hospice, which represents 26 hospice and specialist palliative home care services throughout the country, recently announced the launch of the 2021 Bewley’s Big Coffee Morning Social for Hospice. The campaign was launched by journalist and broadcaster, Miriam O’Callaghan, who is calling on people across the country to support this important initiative by hosting a socially distanced or virtual coffee morning social on Thursday, 23 September. In 2020, the fundraising event raised over €1 million for local hospices and specialist palliative homecare services nationwide and contributed to a signiﬁcant fundraising milestone for the event which has raised over €40 million since its inception in 1992. Launching the campaign, Miriam O’Callaghan

Your business waste – easily sorted! A new initiative designed to take the uncertainty out of waste segregation for businesses has been launched by MyWaste, Ireland’s official guide to waste. This government-funded initiative provides a free, extensive, suite of signage and training materials to help workforces make accurate recycling decisions. This will assist Irish businesses to achieve greater circular economy performance through increased recycling and composting rates. A waste characterisation study by the Environmental Protection Agency (EPA)* shows that 70% of recyclables and materials suitable for composting, are currently lost through the general waste stream. Targeted materials (those suitable for recycling) accounted for only 60% of the materials in the mixed dry recycling bins, with food waste among the contaminants. The study found that by improving waste segregation practices, businesses could divert up to 350,000 tonnes of waste from the general waste stream annually. Speaking on behalf of the Regional Waste Management Planning Offices, Kevin Swift of the Connacht Ulster Region Waste Office said: “This initiative will empower small and medium size businesses, particularly those in the retail, hospitality, manufacturing and corporate sectors, to further improve how their waste is managed. With clear language and visuals, the materials will make it easy for staff to quickly understand what waste goes in what bin. This should help significantly increase the amount of recyclables and food waste diverted from the general bin and correctly placed in the recycling and food waste bins.” The toolkit is free to download or order from www.mywaste.ie/business/. *(Source: Non-Household Waste Characterisation Campaign, EPA 2018)

ShelfLife September 2021 | www.shelﬂife.ie

commented: “By getting together with family, friends, and colleagues for a coffee morning social we can support the vital work hospice and specialist palliative care services do for families and communities every day. This year we really want to see people get creative with their events and coffee creations and take time together with loved ones to help make this the best year yet.” To register to host a coffee morning on Thursday, 23 September, or on a date that suits you, go to www.hospicecoffeemorning.ie or call 1890 998 995. Hosts are provided with a coffee morning pack containing Bewley’s coffee, posters, and invitations free of charge. No matter what type of event you host – please always remember to adhere to the current HSE and government Covid-19 guidelines.

Tap on the move!

The team at Tap Creations outside their new ofﬁces in Lesson Park, Ranelagh

There’s some exciting news happening at brand and environment design agency Tap Creations. Although an extremely challenging year for all businesses and many agencies to boot, this agency has successfully repositioned itself and is expanding. The company has just relocated to offices in Leeson Park, Ranelagh. Niamh Higgins, managing director says: “We are excited and energised by the move, finding the right location that befits an evolving design studio has been a long time coming for us. This along with adding to our capability is all part of an investment plan to support our growth ambition.” Recognised in the retail design space, in particular for its work with SuperValu, other clients on its roster include Maxol, Chadwicks Group, Laya, and Aryzta. All about crafting purposeful connections, Tap Creations has always had a strong focus on building human connection in physical spaces. “Identifying retail innovations combined with a co-creation approach means we design solutions that are bespoke to our clients – their environment, their customer and employee needs,” Higgins adds. “This ensures retailers and brands are making the right investments to deliver retail experiences on a world-class level that can help futureproof their business.” Experiential retail, destination spaces, novel brand partnerships, purpose and sustainable principles in the physical form are all on the agenda. To find out more on retail innovations and trends and how Tap Creations can help, contact hello@tapcreations.ie. ■

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FOOD FOCUS

Nestlé asks consumers what they would do in the quest for sustainable palm oil

Tasty opportunity for Ireland’s food and drink start-ups Food Works, the collaborative tri-agency initiative run by Bord Bia, Enterprise Ireland and Teagasc, is looking for ten high potential, innovative and exportdriven food and drink start-ups to join its next Accelerator programme. Fiid, The Lismore Food Company and Nobó, some of Ireland’s rising stars, are among over 100 companies that have already completed the programme since it began in 2012. Participating start-ups will be supported to get investor-ready with a comprehensive business plan focused on them scaling internationally. Participants will also be eligible to apply for feasibility grant funding of up to €35,000 through Enterprise Ireland. The unique food and drink entrepreneurship programme runs annually over 10 months from March to December. It includes workshops with national and international industry experts across various disciplines such as strategy, ﬁnance, product development, marketing and other areas. Start-ups also receive customised support from business advisors, facilitated peer-to-peer

Owen Madden, Beth-Ann Smith and Ken Madden of The Lismore Food Company, which previously participated in the Food Works Accelerator programme

learning and networking opportunities across the industry - at home and abroad. The closing date for applications for the 2022 programme is 3 December 2021. Full details and an application form are available at FoodWorksIreland.ie.

Clonmel-based tortilla chip producer expands into the UK and Nordics Following a period of rapid growth spurred by the pandemic, Blanco Niño - the Clonmel-based tortilla and tortilla chip producer - is currently expanding into the UK and Nordic territories. The Blanco Niño team has forged partnerships in the UK with wellknown retail outlets including Ocado and Daylesford Farm, in addition to securing listings with leading premium wholesale distributors, Cotswold Fayre, Auguste Noel and Holleys. Meanwhile in Sweden, Blanco Niño has entered into a distribution partnership with House of Liquids. These developments complement the company’s success at home in Ireland - where it has grown from humble beginnings to selling in more than 360 stores. “Only a few months ago the odds were stacked considerably against us,” said founder and CEO of Blanco Niño, Philip Martin. “When the pandemic hit and the hospitality and foodservice shuttered almost overnight, we had little choice but to fast-track our plans to launch our tortilla chips to retail in Ireland. We did that, and now our tortilla chips are being sold by over 360 retailers across Ireland and counting.”

ShelfLife September 2021 | www.shelﬂife.ie

Every batch of Blanco Niño tortilla chips takes three days to make - using an ancient Aztec process known as nixtamalization, and grinding corn using beautifully hand-carved volcanic stones from Mexico. Blanco Niño tortilla chips retail at €4.50 in Dunnes Stores, SuperValu and Fallon & Byrne among others.

Blanco Niño founder and CEO, Philip Martin is optimistic about future growth, noting that “feedback has been incredible so far”

To raise awareness among consumers about the complex sustainability issues within the palm oil supply chain, Nestlé has launched ‘Beneath the Surface’. The interactive video platform allows viewers to directly experience some of the challenges that Nestlé faces in sourcing palm oil. Viewers are asked to make a series of decisions to ensure a transparent and sustainable palm oil supply chain on the global scale. In 2010, Nestlé pledged to ensure palm oil supply chains are free from deforestation, and as of December 2020, 70% of purchased palm oil was assessed as deforestation-free. Nestlé’s goal is to be 100% deforestation-free by 2022.

A sticky situation: Ban stickers on apples to stop 100 million pieces of waste a week Waste disposal experts are calling for plastic stickers on fruit to be banned, saving over 100 million extra pieces of waste a week - calling it a “fruitless waste”. BusinessWaste.co.uk 94% of survey respondents says that the cumulative said stickers on fruit were effect of the familiar a waste of plastic sticker on each piece of fruit is an example of a completely unnecessary addition to landﬁll. Consumers agree. In a street survey of 2,600 people conducted by BusinessWaste.co.uk, the overwhelming majority - 94% - said that the stickers were a waste. Ingenious ideas have been suggested to tackle the issue - including edible barcodes that sit on the skin of fruit - but, so far, nothing has taken off.

Milkshakes off the menu in GB McDonald’s restaurants 1,250 McDonald’s restaurants in England, Scotland, and Wales have been left without milkshakes and bottled drinks as it experiences “some supply chain issues”. Fortunately, a spokesperson said there are “no current issues” in the chain’s Irish restaurants. Previously, Nando’s had been forced to shut down some restaurants due to a chicken shortage. KFC also warned some menu items were out of stock. It is understood that the problems are resulting from a shortage of lorry drivers following post-Brexit EU immigration rules, Covid-19 restrictions, and self-isolation rules. Fionnuala Carolan explores these issues further within our cover feature Supply chain issues have affected on page 18. ■ 1.250 McDonald’s outlets

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CSNA NEWS

CSNA NEWS CSNA concerned by complaints from anti-mask and anti-vaccination groups

JOHN PAUL LONERGAN, national president, CSNA

Did you know?

The recent increase in the sales of National Lottery scratchcard products in retail outlets is greater than the entire chewing gum market in Ireland! Are you making the most from this increased interest in National Lottery scratchcard products?

The association has brought to the attention of two government ministers, Leo Varadkar and Damien English, what it considers to be an appalling abuse of process by one of the statutory bodies under the control of their department. The Workplace Relations Commission (WRC), with headquarters in Ballsbridge, D4, investigates and adjudicates on all manners of complaints, including allegations of discrimination which would, if proven, be offensive to the Equality Acts. We are most concerned that a number of complaints and suggestions of discrimination against our members have been lodged with the WRC as part of a coordinated campaign by antimask, anti-vaccination groups. It is alleged that a shop’s refusal to allow an unmasked person entry and/or service in the store was discrimination on the stated grounds that the person was suggesting that they had a disability and was entitled to enter the store and obtain service without needing to “mask-up”. When these notiﬁcations were sent to WRC, they had the option of refusing to act, but instead, sought to engage with the store’s management, using State resources to interrogate the actions of stores that were carrying out their legal and societally responsible duties. The WRC has now seen ﬁt to offer its mediation services between these people and our members’ stores! This implies that there is a “case” worth hearing, a case that will use up

An anti-vaccine protest on the march in Dublin from the Department of Education towards the headquarters of the INTO, held on 18 August

many resources of the State, (administrative, facilities and personnel) as well as the time and loss of earnings of store management and the costs of arranging for staff and cover. The CSNA has constantly warned government that they needed to stop ignoring these agitators and prosecute them for the very many breaches of the law they perpetrate. It is not fair or just to expect frontline workers and their employers to put up with this abuse and it is even more galling to be subjected to inquisition by an arm of the State.

Don’t keep your weekend and casual staff in the dark! It is very frustrating and annoying when the actions (or inactions) of your staff cause problems, many of which have negative ﬁnancial implications for the business. You need to ask yourself how did this happen? Could it have been avoided? Are others (including myself) equally at fault? Most importantly, you need to take immediate actions to prevent recurrence.

All your part-time, recently hired and relief staff need to be trained on potential pitfalls such as phone phishing

Very frequently, we ﬁnd that the errors and omissions that cause the problems are down to a lack of adequate training, particularly with instructions to parttime, recently hired and relief staff. With the numbers of regular staff

absent due to leave and possibly isolation, we have relied on those less familiar with certain roles and duties to “keep the show on the road”; it is vital that you or your manager ensure these staff are acquainted with the potential pitfalls: • • • • • •

Age restricted products Quantity restricted products Policy on till procedures Phone phishing Customer service Newspaper and magazine processes (the very best tip we can give you on this is to watch the CSNA training on the CSNA website).

There are an enormously disproportionate number of costly errors that are caused by untrained staff; the solution is in your hands.

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife September 2021 | www.shelﬂife.ie

CSNA seeks further information on research used by Alcohol Action Ireland Alcohol Action Ireland (AAI), a charity funded almost entirely by grants from the HSE, Department of Health and, on occasion, the National Lottery, issued a press release alongside its annual report, in which the CEO made a number of disparaging remarks about retailers’ commitment to public health. In a democracy, people are entitled to express a point of view subject to basic acceptable criteria, including the need to be truthful. We have sought further information from the owners (School of Public Health, UCC) of the unpublished research from which AAI has formed the view that a majority of alcohol retailers ignored the four key components of the (structural separation) Section 22 part of the recently commenced Public Health (Alcohol) Act. Retailers of essential products and their hardworking staff have been at the frontline since this Covid-19 pandemic started and have striven assiduously to maintain and promote best public health principles. The CSNA will not allow what we believe are ﬂippant, prejudiced comments to be made by publicly funded individuals or groups. In a separate piece of timely research, conducted by a Masters of Public Health student at University College Cork (ﬁeldwork, May 2021), an assessment of the four key provisions of the public health alcohol legislation, found only a 58% compliance amongst a sample group of 90 retailers. ■

CSNA CONTACT DETAILS

If you have any queries regarding CSNA services or membership please contact the ofﬁce in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie

www.shelﬂife.ie | ShelfLife September 2021

OPINION

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

Who will be the next takeover target? A well-observed feature of major takeover battles is that the under-bidder, having gone to the time and expense of raising money, will bid for another player instead of letting their efforts go to waste, writes Dan White. Here, he examines the potential ramifications for the UK’s major grocers

ast year’s Asda takeover has created a ripple effect which looks set to completely transform the UK food retailing sector, with most of the major players changing hands. Blame the Competition and Markets Authority (CMA). When the UK’s competition watchdog blocked the proposed merger of Sainsbury’s and Asda, the second and third largest food retailers respectively, in April 2019, it effectively signalled that it would not allow a major UK food retailer to acquire a competitor.

Private equity enters With Walmart determined to ofﬂoad its UK subsidiary Asda, this effectively left the path clear for the private equity, AKA assetstrippers, mob. It didn’t take long for the implications of the CMA’s decision in the Sainsbury’s/Asda case to become apparent. In October of last year, the Issa brothers, backed by private equity outﬁt TDR Capital agreed to acquire a majority stake in Asda from Walmart in a deal that valued the supermarket chain at £6.8bn. Of course, TDR and the Issas weren’t the only bidders for Asda. Two other private equity companies, Apollo Global Management and Lone Star also unsuccessfully stuck their oars in.

Reluctance to waste efforts It’s a well-observed feature of major takeover battles that a bid for one company in a sector will often be followed by others, even if the initial bid is successful. This is because the under-bidder, having gone to the time and expense of raising money, hiring professional advisers and doing their due diligence will, ShelfLife September 2021 | www.shelﬂife.ie

“With Asda having been snapped up, the UK’s fourth largest food retailer Morrisons is next on the shopping list,” writes Dan White

rather than let all that effort go to waste, bid for another company in the sector instead. That is what is now happening with the UK food retailers. With Asda having been snapped up, the UK’s fourth largest food retailer Morrisons is next on the shopping list. First to strike was yet another private equity firm, Clayton, Dubilier & Rice (CD&R), with the Morrisons board rejecting its proposed £5.5bn bid in June as “significantly undervaluing” the company. This was followed by not one but two bids from a fifth private equity crew, Fortress Investment Group. The first was for £6.3bn and the second, £6.7bn. Both these bids were accepted by the Morrisons board before Fortress was in turn gazumped by CD&R, which offered £7bn for Sainsbury’s.

Number crunching At the time of writing, the £7bn CD&R bid had been accepted by the Morrisons board. When added to Morrisons’ debts of £3.2bn this means that CD&R is proposing to pay very serious money for the privilege

of owning the UK’s fourth largest food retailer. Indeed the £6.8bn valuation for the much larger Asda implied by last year’s deal, suggests that the Issas and TDR may have bagged themselves a relative bargain. Meanwhile our old friends Apollo Global have pledged their support to Fortress in the battle for Morrisons. Can it be long before Lone Star pops up somewhere in this saga also? If I were Fortress, I don’t think I’d be placing much store by such pledges. There have been unconﬁrmed media reports that Apollo is doing the number-crunching on Sainsbury’s. Its share price has risen by 20% since the initial CD&R bid approach to Morrisons in June. With the Morrisons board having seemingly run the white ﬂag and the private equity sharks scenting blood, there is really only one question: who’s next?

Potentially vulnerable Clearly Sainsbury’s, whose proposed merger with Asda ﬁrst set the ball rolling way back in 2018, has signalled that it feels that it isn’t big enough to make it on its own. With the founding family’s shareholding now having fallen below the 3% disclosure threshold, it is only a question of price. At the current share price, Sainsbury’s is capitalised at just under £7.1bn. Throw in its borrowings of £6.5bn and its total enterprise value is still only £13.6bn, very doable when one considers the sort of money being bandied about for Morrisons. Even the mighty Tesco, very much the 800lb gorilla of the UK food retail sector, must be considered potentially vulnerable. It is currently capitalised at just under £20bn

OPINION

“With the Morrisons board having seemingly run the white flag and the private equity sharks scenting blood, there is really only one question: who’s next?” and has debts of £12bn. A successful bidder would probably have to fork out almost £40bn, including Tesco’s existing debts, to have a chance of success. In the current climate, that would be difﬁcult but not impossible.

Marks & Spencer impact However, if I was a betting man, I would be punting on the next major takeover action being a break-up bid for Marks & Spencer. While, like most of its competitors, M&S’ clothing and homeware retailing has struggled during lockdown, with UK clothing and homeware sales down by 31% in the year to the end of March 2021, its UK food sales and profits held up remarkably well with sales virtually unchanged at £6bn and operating (pre-interest) profits down 10% to £213m. Indeed, if it hadn’t been for very strong food profits, M&S would have been plunged into the red last year. Although it seemed expensive at the time, the February 2019 deal, which saw M&S pay £750m for a 50% share of online retailer Ocado’s UK retail business, now looks to have been perfectly timed. The joint venture contributed £78m to M&S’ bottom line last year, effectively raising its food profits to almost £290m. Having previously been an online laggard, the Ocado tie-up has transformed M&S into an internet leader. However, despite the success of the Ocado joint venture, M&S is capitalised at “only” £3.55bn – Ocado has a market value of £15bn. Even when net debt (including lease liabilities) of £3.5bn is added, that’s still just £7bn all in.

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Pathway for Ocado With the M&S joint venture responsible for virtually all its profits, the way ahead for Ocado is clear: to team up with one of the private equity outfits who are desperate to spend money on UK retail. Let the asset strippers have non-food retail, and perhaps the offline food retailing also, while Ocado gets 100% of the joint venture. While Ocado would have to pay a premium over the current price to bag M&S, say £4bn, that would bring the total price tag to just £7.5bn. From this, Ocado could flog the M&S property assets, which are valued on its balance sheet at just over £2bn, its clothing and homeware retailing with operating profits of £224m in the year to the end of March 2020, and any other assets that can be stripped from the corporate carcass. If Ocado doesn’t make a move for M&S, the odds must be that one of the private equity sharks will do so instead. ■

A joint venture with Ocado contributed £78m to M&S’ bottom line last year, effectively raising its food proﬁts to almost £290m

www.shelﬂife.ie | ShelfLife September 2021

STORE PROFILE

Actionpacked

Bobby O’Reilly, the owner of Centra Johnstown Road, Cabinteely and Centra Ballybrack, tells Julia O’Reilly about his eventful year Bobby O’Reilly has had a busy year. Between acquiring his second shop and completing two full store revamps amid a pandemic, it’s hard to believe he’s had a minute to catch his breath. And yet, when ShelfLife magazine caught up with the store owner, he made it clear that he’s not slowing down anytime soon. The proud owner of two stores in the Dublin suburbs - Centra Johnstown Road and Centra Ballybrack - O’Reilly has been in the business since 2005, when he worked as an assistant manager at Centra Bellevue Road, Glenageary.

A place of his own By 2011, he was looking for a place of his own, but without much luck. “There wasn’t a lot out there,” he says. “During the Celtic Tiger years, places were going for such crazy money.” “The opportunity to acquire the Johnstown Road site came up. I was glad to have been able to acquire Johnstown Road at that time.” O’Reilly immediately started making

Bobby O’Reilly bought his ﬁrst store in Cabinteely, Co. Dublin in 2011 and has since added Centra Ballybrack to his portfolio

improvements to the store: “Back then it was a single shop unit and an off-licence. I did a small revamp on it. A few years later, when the unit next-door became available we were able to knock the three units together to create this bigger, more open store.” Once the Cabinteely store was running well, O’Reilly knew it was time to try something new. “I started to get the itch again, so I approached Musgrave about buying Centra Ballybrack.”

Untapped potential The Ballybrack store had a lot of potential, which meant there was plenty of competition for it. Still, O’Reilly had a clear vision: “I wanted to do a full revamp, enhance the core range, put in our special offers, and ﬁll the shop with fresh food and a brand-new deli. I also knew I could improve the off-licence offering with a mix of budget and premium alcohol.” In April of this year, that dream became reality when O’Reilly closed the doors for

The Cabinteely team frequently promote in-store deals on social media, driving further footfall

ShelfLife September 2021 | www.shelﬂife.ie

three whole days to carry out a complete store revamp. “We closed at 9pm on Saturday night, and worked through the night and all day Sunday. Between the builders, our store manager and regional manager, we had a lot of great people working on the revamp. We were lucky everything worked out so well.”

Sales boost After putting in the hard work, they got to enjoy the rewards: “Customer feedback has been phenomenal. As well as seeing a signiﬁcant sales boost since renovating, we’ve loved seeing the response from customers. It’s been out of this world.” Hindsight is a gift, one that owners of multiple stores can often make use of. That previous July, it was Johnstown Road’s turn to get made over. However that time, the doors remained open, and the job continued for six weeks. “It should have taken three and a half weeks. But between social distancing and night work, it went on longer than we’d hoped. We learned a lot from the experience.

Frank and Honest offers premium grade machine coffee, with a barista-style taste for people to enjoy on-the-go

STORE PROFILE

For Ballybrack, we decided it would be easier to take the hit on sales for three days and get 90% of the work done. We definitely made the right decision.” Having the two sites has brought several other advantages too, says O’Reilly: “It makes a lot of things easier. The added buying power has made a real difference, as well as having a backup of staff. Yes, there’s more stress in a way, but you need a challenge to get yourself up in the morning and turning this store around has been a great challenge.” Since the revamp of both sites, O’Reilly says sales have been up over 50% year-on-year. He’s seen a significant lift in off-licence sales thanks to their adapted selection. “People are looking for a treat. We had a lot of new customers coming in. The spend is definitely there. They’re looking towards premium wines, gins and whiskeys. We can barely keep our premium whiskey cabinet full most days!”

Team effort After years in the business, O’Reilly knows a thing or two about getting customers in the door. “I always say to get as many fresh deliveries as you can. If you walk into a shop and there’s not a lot of stock on the shelves and there’s no big displays, you probably won’t walk back in. We lean heavily into promotions in our stores. We’re massive on Facebook and we recently started promoting deals on Instagram too. Still, you can’t sell without staff. They’ll make your business for you.” O’Reilly was not only able to retain all the existing staff at Ballybrack when he took over, but the kickback from the revamp allowed them to further expand the team. “It worked out really well. We didn’t have to go through extensive retraining or hiring processes, and got to retain the friendly atmosphere that the shop already had. “All the staff are local; they know 90% of customers who come in. I’ve been so impressed by how they engage with our customers. They’re friendly, they know people’s names, they offer to bring groceries

Centra Ballybrack, which was revamped in April 2021

out to cars. Seeing a friendly face makes a world of difference to customers, and I’m so proud of the atmosphere they create.”

Musgrave support Throughout both revamps, the team at Musgrave were there every step of the way offering advice and support to O’Reilly and his team. “They were just unreal. I told them what I wanted, and they came back with so many great ideas. The Musgrave team encouraged me to really embrace a fresh, new, up-to-date look for the shops. “With so much going on at the time, I didn’t have time to be arrange every aspect of it. Musgrave really took the pressure off me. And I could trust them with it. Everyone from the builders to the retail support team and the ﬁnance team were phenomenal.” They offered that same level of support when it came to Covid-19 too, he says. “It

Customers at Centra Ballybrack were impressed by the results of the total renovation

gave us a great peace of mind. At any point when we were unsure of what step to take, we’d ring someone in HR and straightaway we’d be told the correct protocol to follow. We were also well stocked throughout which was exceptional since so many shops had empty shelves. “We’ve come out of this with a stronger relationship with Musgrave. It’s times like these that you really appreciate being part of a bigger entity. If I just had Bobby’s shop on Johnson Road, it would have been me facing that alone. But Musgrave will always have your back, they’ll always help you and they’ll never let you fail.” As for what the future holds for O’Reilly, he says he’s looking to expand further and is currently eyeing up prospective stores. Until then, “we’re just going to keep doing what we’re doing.” So far so good. ■

An exciting deli and fresh food range is a key focus

www.shelﬂife.ie | ShelfLife September 2021

COVER STORY

An industry in crisis

The Irish food and drink sector is struggling with rising inflation and severe staff shortages. The industry is crying out for a long term solution to trading under the Northern Ireland Protocol and an end to issues brought about by Brexit and exacerbated by Covid. Fionnuala Carolan reports

From the moment Brexit came into being, it was evident that it would cause major disruption to business across Europe but especially between the UK and Ireland. The Northern Ireland Protocol was created as a way to prevent a hard border between the north and south of Ireland while protecting the Good Friday Agreement. To allow businesses time to adjust to the new trading arrangements that needed to be brought about for the Northern Ireland Protocol to work, a grace period post-Brexit was given to businesses to allow goods to move freely across the Irish sea. This was finally due to finish on 30 September, but at the time of writing, had just been indefinitely extended again due to a failure to find a workable solution to trade between the UK and the EU without creating a hard border. According to the UK’s Brexit minister David

Frost, the grace period has been extended “to provide space for potential further discussions (with the EU) and give certainty and stability to businesses while any such discussions proceed”. Under the protocol, it was agreed that Northern Ireland would continue to be part of the single market and follow EU rules on product standards to prevent checks along the border. Checks would instead take place on goods entering Northern Ireland from England, Scotland or Wales. Once the grace period is up, agricultural and certain other products imported into Britain will become subject to pre-notification requirements. From 1 January 2022, exports will require both EU and UK safety and security declarations, while from March 2022, border checks will commence on live animals and certain plants and plant products. UK and Irish retailers are warning their governments that if a workable solution is not found, the inevitable result will be price hikes for consumers and also shortages of product across the sector. Retailers in Ireland are already dealing with massive inflation in the prices of raw materials and a dire shortage of workers so any more obstacles to trade could be the final nail in the coffin for any businesses relying on UK trade.

Inflation already an issue

Ibec’s Food Drink Ireland (FDI) director Paul Kelly says “a whole range of commodity increases, labour shortages and transport difficulties” are “playing into a difficult environment for companies”

ShelfLife September 2021 | www.shelflife.ie

Inflationary pressures on the industry have been highlighted in a recent survey by Ibec’s Food Drink Ireland (FDI) of its members in July. According to the survey, the majority of food and drink companies experienced substantial increases across a range of inputs over the last

12 months including raw materials, transport, shipping and insurance. FDI director Paul Kelly said respondents expected a continuation of inflationary trends in the months ahead and that this would impact on margins and competitiveness in export markets. “I think what you have at the moment is in addition to a whole range of commodity increases, you’ve got labour shortages and transport difficulties, you’ve got a lot of shifting demand coming about as we come out of the Covid pandemic so all these factors are playing into a difficult environment for companies,” says Kelly. Last month, retailers representing 75% of Northern Ireland’s grocery market wrote to David Frost and to European Commission vice president Marcos Sefcovic urging action before the current grace period is up. Marks & Spencer chairman Archie Norman has said frankly that if no solution is found, consumers will be subjected to higher prices. “There is no other outcome for consumers in Northern Ireland than higher prices,” he wrote in a letter to Frost. And according to a survey conducted by Grant Thornton, almost four in 10 Irish businesses are reporting delays to their supply chain as a consequence of Brexit, triggering concern that lead times will deteriorate further once the Protocol comes into being. “It is likely going to get worse in the next 12 months, as the UK has been employing a light touch up to now,” says Jarlath O’Keefe, Grant Thornton Ireland’s head of indirect taxes.

Extension to grace period Before the UK announced the current extension to the grace period, Tánaiste Leo Varadkar had said he was open to an extension

COVER STORY

On Friday, 3 September 2021, George Wright, commercial director of M&S Food, wrote to EU-based suppliers, outlining a “proposed solution” to post-Brexit checks for a “digitally-enabled Facilitated Movement Scheme”

beyond September in order to find a workable solution to the Northern Ireland Protocol. “I certainly wouldn’t have any objection to the grace period being extended. But the difficulty with that, of course, is it doesn’t solve the underlying issues or the underlying difficulties. It just puts things off,” he said. “It would be preferable to come to an agreement. But obviously if more time is needed to find time to make that agreement or ratify any agreements that might happen, I think that that would be reasonable to do so. We don’t object to that but it’s not the solution.” FDI director Paul Kelly says that grace periods are there to allow businesses and others including the regulatory authority to adapt to the whole idea behind the measures. “Northern Ireland will be in the unique position of being within the single market as well as being part of the UK market so a lot of the measures that are being implemented in terms of the border controls and so on are ultimately about securing the integrity of the single market, so from that perspective you know that extension or grace periods probably make sense as part of the pathway to find an amicable solution for all these things. We do need that long term solution to be put in place though.”

so desperate that they are asking the government to recruit prisoners to solve the labour crisis. The Association of Independent Meat Suppliers in the UK, which represents butchers, abattoirs and processors, said it was due to speak to the Ministry of Justice to explore how its members could recruit more current inmates and ex-offenders to staff its plants because they were experiencing chronic levels of staff shortages. The shortages are due to a number of factors including workers needing to selfisolate for Covid, worker displacement and immigration and unemployment payments such as the PUP here in Ireland which is seen as a deterrent to lower paid work.

Brexit adjustment Fund While all this disruption is ongoing, FDI has called for a range of measures to offset these impacts including funding from the Brexit Adjustment Reserve, and a renewed focus across government on reducing the cost of doing business in Ireland. Paul Kelly tells ShelfLife: “There is a €5 billion fund which was decided upon in summer last year by the overall budget processing team in the EU and it was very clearly identified at that stage for the most affected countries and as you can imagine Ireland is the most affected country by Brexit and we would argue that we are the most affected large sector as well in terms of food and drink,” he explains. “The calculations show that Ireland is going to receive a little over a billion euros from that fund so we will be the largest recipient of it. They are still working through how that money will be used here in Ireland.” “Brexit has added a lot of additional costs associated with getting product from Ireland to the UK,” Kelly continues. “There’s border controls, there’s export certificates, there’s a lot of additional administration, there’s delays in products, there’s less flexibility in terms of responding to orders from a time perspective, there’s a need to build up stock in the GB marketplace so all of these things add a lot of cost and therefore have an impact on your

competitiveness so what we’re looking for is monetary measures that can offset that so that would include accountable investment schemes through the likes of Enterprise Ireland to be used to support additional automation and other enabling technology measures in companies.” Kelly also thinks that part of the fund could be spent on supporting trade development and trade promotion and export credit insurance schemes that would significantly lessen the risk for companies as they begin to export to new markets.

Not willing to change While the European Commission are very clear that they are willing to look at flexibilities within the protocol, they are not willing to reopen the negotiations on the protocol again. It is vital that the UK and EU use this extension period to find more workable solutions for businesses caught in the crossfire. George Wright, commercial director of M&S Food, sent a letter to its suppliers on Friday, 3 September about the impact and challenges of Brexit-related compliance and regulatory enforcement on EU suppliers importing into the UK. As a solution, M&S is proposing the creation of a “digitally-enabled Facilitated Movement Scheme that still meets all of the EU standards, but with a common sense, practical and modern efficient approach to achieving them that everyone can work with, EU and GB businesses alike”. The goal of such a scheme would be to “simplify the documentation burden, for both UK and EU businesses, whilst still demonstrating standards are being met”, This letter just illustrates how retailers are feeling the need to take matters into their own hands as politicians have not yet managed to navigate any viable solutions thus far. There is a lot riding on this extension period as the food and drink industry has little left in the tank after Covid and Brexit. There’s only so much disruption businesses can cope with and time is surely running out for some. n

Staff shortages The double whammy of Covid and Brexit have presented other issues and one of the most documented is the shortage of staff across the services, retail and hospitality industries. Richard Walker, managing director of supermarket chain Iceland has warned that the Brexit-linked supply chain crisis could “cancel Christmas”. He said that the company is suffering shortages of food and drink products because of a lack of lorry drivers and that this “is impacting the food supply chain on a daily basis”. There are reports of a shortfall of about 90,000 HGV drivers which is leading to empty supermarket shelves in both Northern Ireland and England at present. Aside from the retail industry, the hospitality industry is also suffering from staff shortages. McDonald’s in the UK is struggling to keep all of its products on the menu, especially its popular milkshakes after being hit by severe lorry driver shortages and Nando’s has been forced to temporarily close over 40 of its restaurants in the UK due to a lack of staff. Food manufacturers have become

Milkshakes and some other bottled drinks were temporarily off the menu in McDonald’s outlets in England, Scotland and Wales, as a result of supply chain issues

www.shelflife.ie | ShelfLife September 2021

20 STORE PROFILE

A Gala feast for the senses!

Retailer Terry Kane is delighted with his Gala store’s new renovation which has received excellent feedback from customers

Kane’s Gala is in impressive shape, following the completion of a stunning refurbishment in April. Locals have been delighted with the store’s new one-stop-shop offering, which features a full complement of enticing concepts. A New Street Deli, Galato Ice Cream offering, Essence Coffee, Baker’s Corner and Distill Wines are all helping the store to stand out in shoppers’ minds, alongside the one area it has always excelled in: friendly customer service. “The renovation went really smoothly and we stayed open throughout,” explains retailer Terry Kane. “We had a lot of help from Stuart Perry at Perry’s Cash and Carry and our Gala representative Ray Conboy. Previously, Lisa Kenny was my rep here with Gala and she was a great help getting things ready for the renovation.” He also praises Christopher Curtin in the fresh foods team as “fantastic”.

Local connections The process started around three years ago, when “we put in an application for a small extension and that was approved”. Building works started on the extension for an in-store kitchen in July of last year and finished in November. However, the well-documented issue of staff shortages within the construction industry across Ireland and the UK also affected the store, making it difficult to source tradespeople. “People were looking for more work to be done in their houses, and that caused a knock-on effect,” says Kane. Fortunately, one of the Gala store’s regular customers stepped into the breach – illustrating once again the importance of strong local connections! Voicing frustrations with which some fellow retailers will be familiar, Kane says: “I rang four electricians and they all said they’d be in the next day ShelfLife September 2021 | www.shelflife.ie

STORE PROFILE

Group: Kane’s Gala Address: Burrin Road, Carlow Staff: 21; 15 full-time and six part-time Size: 1,500sq ft (extended from 1,200sq ft) Opening hours: Monday – Saturday: 7am-10pm; Sunday: 8am-10pm

and never turned up. But a chap who is an electrician, John Brennan, came in every day to get his breakfast. I said, ‘you wouldn’t be interested in pricing a job for me?’ and he said, ‘yeah grand, not a bother!’ He was great and he knew somebody who was a plumber then.” Talk about sparking a positive chain reaction!

Retail background When asked where his accent is from, Kane replies with a laugh: “Bit of everything, really!” Born in England; “an Essex boy”, his family moved to Naas in 1983. It is here that Kane ﬁrst began his career in retail, after joining Superquinn Naas straight out of school. “My father is Irish and he wanted to come back home,” he explains. “He was actually a security guard in Superquinn Naas and he got us all into the shop I suppose! My brother Sean worked there for a few years as well.” In common with other former Superquinn alumni under the tutelage of late retail legend Feargal Quinn, Kane worked in a number of stores within the group. After starting off in Naas, he later moved to Sundrive and onto Carlow in 1994, as head butcher and part of the team opening up the Superquinn there. Based at the supermarket for approximately nine years, in 2001 he became the grocery

After completing a major renovation project in April, Kane’s Gala in Carlow has the ‘wow factor’ in spades; with a smart new appearance to match its ﬁrst-class customer service. Gillian Hamill caught up with retailer Terry Kane to learn more about the 1,500sq ft store

manager up until 2003, when he decided to open his own store in April of that year.

Support from Gala Retail “There was a vacant position in Carlow on the Burrin Road here,” he says. “I was looking at it and I kept looking at it and we said we’d give it a go and that’s what we did!” In partnership with his wife Gayle, they set about opening their new venture. It was an easy decision to go with Gala, Kane recalls. “We met with Gary Desmond back then in 2003. He was a gentleman; he was just so helpful, so easy to approach and nothing was too much for him to help us out with. Now, Gary has obviously moved on to CEO of Gala Retail, and everyone who has come behind him has followed suit with the same approach, so it’s been a comfortable ﬁt with Gala.” Their current Gala rep Ray Conboy is “always there,” he continues. “He’s down once a month or more and if you need him, he’s always at the end of the phone.”

Deli and hot food sales have increased by around 30% since the renovation, with plenty of appetising options on display

STORE PROFILE

Tasty results The extension and renovation have generated strong results for the store, with the new kitchen allowing them to offer plenty of tasty homemade options, resulting in the deli and hot food departments increasing by around 30% in sales terms. Meanwhile, a new minerals fridge has also led to sales within soft drinks growing by approximately 25%. They now serve up a range of hot meals every day and can also provide party catering. “We’d range from a roast dinner at the weekend, bangers and mash, burgers in onion gravy and mash, vol au vents, chips, chicken korma; a lot of different options! All made fresh in-store from scratch every day.” Another treat which unsurprisingly has proved “a big hit” with shoppers are the fresh cream cakes which are now available every day. Instrumental to all the above is chef Niamh Birmingham, who works in the store part-time. “We were lucky to get a chef part-time; it’s hard to get staff at the moment,” says Kane. “I was lucky enough to get a chef from one of the restaurants in the town; Niamh is brilliant.”

Standing out locally Having such a strong fresh food offering helps the store compete in a busy area. “We’re based in the middle of an Aldi and Tesco; we’re five minutes’ walk from both of them,” says Kane. Nevertheless, despite this competition on his doorstep, he adds: “We’re here 18 years and I think a lot of [our success] is down to good customer service. We have our promotional offers with Gala and Perry’s Cash and Carry, but our main selling point is our service and fresh food.” The flipside of having two supermarkets nearby is “that it creates footfall,” and Kane is confident that “if I get them through the door, I have a chance!” In fact, that is exactly what happened during the pandemic. With more people staying local, they visited Kane’s Gala and saw the value and choice on offer. The renovation has also given the store that much sought-after ‘wow factor’. “New shoppers are coming in to have a look because they’ve heard of it,” and familiar faces “just can’t believe” the changes that have taken

place. “The support has been brilliant from the customers,” Kane adds. “It’s completely different and a lot brighter.” The new layout is also easier to navigate and more spacious, but as he jokes: “I’m sure the reps will soon ﬁll the space!” Another area of the store which is attracting customers’ attention is the Essence Coffee concept. “It’s doing really well; it’s doubled in sales.” And that’s despite the Gala also being located between two branded coffee shops. “The service is great,” adds Kane. “With the new coffee machine that we have, it gives drinks a really creamy topping; the ﬁnish is lovely. The taste is great and everybody is raving about it too!” In fact, the topping is so creamy that Kane laughs: “It’s like an ice cream!” Of course, the store’s team of 21 staff, including six part-time colleagues, are crucial to the Gala continuing to thrive. “I’m handson with them,” says Kane. “I’m here all day with them and on the till with them, packing the orders with them; I’m one of them really.” As such, he is fully aware of how hard the team all work, and praises their dedication to the store, particularly during the pandemic and all the challenges that presented. “I’m actually blessed with the staff I have, they’re so loyal,” he says.

Centre of the community The store also occupies a central role in the local community. “We’re just down the road from the soccer club, New Oak Boys FC and we also support the local boxing club,” as well as the New Oak Community Centre in the nearby housing estate. A local lady Sharon Byrne also does a lot of charity work and the store supports her fundraising efforts. “We’re involved with the community; they all know us,” Kane adds. This strong local connection is also demonstrated through the Gala’s social media pages, which are chieﬂy Gayle’s domain. Overall, Gayle is in charge of ofﬁce management; “the business part of the business” as Kane puts it, as well as working with chef Niamh on recipes. “She’s in charge of our Facebook and Instagram; without her I’d be lost,” Kane adds.

The Baker’s Corner is popular with shoppers who appreciate the tasty selection made from scratch in-store every day

With a colourful range of toppings and sauces, the Galato Ice Cream concept offers a fun treat for all the family to enjoy

The key to generating interest on social media, they’ve found, is not just to advertise special offers, but to include more local interest news. “We recently gave away a €250 voucher for Ireland Hotels through the Gala Getaways promotion. A winner was picked from every participating Gala store and the winner here was Helen McAvoy and we shared that on our Facebook and the amount of people that viewed and liked the post was amazing – people look for the good news!” In another example, a while ago, a poorly dog was found outside the store. “We put up a post: ‘Does anyone know this little fella?’,” says Kane. “The reaction was massive.” Fortunately, after a little coaxing of said dog, the story had a happy ending. “We tried to get him into a car to bring him to the vet, but he was having none of it! In the end, the vet came down and took him with him.” Thankfully, the dog was later united with his owners. Looking towards the future, Kane says: “I think every year you have to do something to the store, so the customers see that. Whether it’s a lick of paint or a new addition, we try and keep it fresh, and try to stay one step ahead of everyone else’s customer service.” He ends our interview on a ﬁtting note: “I would just like to thank everybody for their support from our customers to my staff, to Gala Retail and Stuart Perry at Perry’s Cash and Carry, and everybody that helped us out with our refurb; we are grateful for everything.” ■

The team at Kane’s Gala pride themselves on delivering excellent customer service

www.shelﬂife.ie | ShelfLife September 2021

INTERVIEW

Fetching authentic, trusted influencer campaigns Riki Neill, director of RNN Communications

Award-winning consumer agency RNN Communications recently launched Ireland’s first micro influencer web app that connects brands with micro influencers, Fetch Ireland. We caught up with Riki Neill, director of RNN Communications, to learn more about the new app

Q: What was the inspiration behind establishing Fetch Ireland? A: At RNN Comms, we deliver social media strategy, content, advertising and audits for local and international brands and manage around 35 accounts - both here in Ireland and in Europe. Social media usage was already increasing YOY but has accelerated exponentially over the past 18 months when many offline activities were out of reach. We have worked on some incredible macro influencer campaigns, evidencing how working with the right influencer can positively impact on a client’s bottom line, but with the rising demand for influencer marketing, comes a rise in associated costs. As a PR consultancy, we often engage with micro influencers on behalf of clients, informing them of new products and services, and encouraging trial, and the return is impressive. However, for an agency, these types of campaigns take time. We always seek permission from influencers to send product, and from research and communication to logistics and reporting, the process can be seriously time consuming. Fetch Ireland is the solution to this - for brands, in-house teams and even PR and ad agencies. We make the process seamless. Working with say 30 micro influencers on one campaign can generate a potential audience of 150,000 for a fraction of the cost of working with a macro influencer who has a following of 150,000. It’s a win, win. Q: How does the new service work? A: We make it easy for brands to gain exposure in social media channels through authentic partnerships with influencers who actively want and choose to work with brands. New products are uploaded to our weekly digital showroom, and our Fetch-approved influencers opt to trial these new products and services. With our PR hats on, we match the right influencers to the brand based on ‘fit’ ShelfLife September 2021 | www.shelflife.ie

and their content proposal. In exchange, the approved influencers will create content about the product e.g., product reviews, promotion of offers/discounts or new product launches, bringing the brand directly to their own niche audience. The beauty of Fetch Ireland is that it takes away all of the pain and time for in-house teams and agencies. With just one delivery to Fetch Ireland, we launch the product to the micro influencer community, we match the influencers, we create beautiful drops and manage postage, and deliver measurement and reporting. Q: How does Fetch Ireland differ from traditional PR services and what are the advantages for brands? A: I’m a big believer in brands living both online and offline. The holy grail is in creating truly integrated communication plans with multiple touch points to engage with and reach audiences, and Fetch Ireland is just one part of this. Traditional PR services are still vital but when considering digital campaigns, we’re hoping that Fetch Ireland is now part of the conversation. It’s a seamless offering that delivers authentic and trusted content from influencers who can collectively reach a vast yet targeted audience through multiple pieces of original content. Q: How do you choose which influencers are the right fit for brands, based on their reach and interaction? A: All of our Fetch Ireland community will have audiences of 5,000 or over, unless they cover a very niche and specific area. In terms of fit for brands, our Fetch f1 service will marry those influencers who operate in the relevant areas and actively choose to work on a campaign, with our Fetch brands. Reach and interaction is important, but the quality of content, volume and originality also plays a huge role. The beauty of Fetch Ireland is that our f1 campaign includes up to 40 drops, so we can create an effective mix of influencers that will deliver the best results.

Fetch Ireland “makes it easy for brands to gain exposure in social media channels through authentic partnerships,” says Riki Neill

We also offer bespoke campaigns, working with brands to help them deliver on campaign objectives which may include overall reach, relevancy, sales and volume. Q: What level of growth do you forecast for Fetch Ireland within its first year? A: To create Fetch Ireland, we have worked with PR partners in Belgium who are already successfully using this technology, working with international and national brands. It works, and the demand for this service has grown massively for our partners, especially since March 2020. We are set on building Ireland’s biggest database of micro influencers, spanning multiple areas of interest and on introducing our Fetch community to new brands and products from producers, Irish brands and international giants. We have introductory offers for campaigns booked in September and offer discounts for charities, PR/ad agencies and for multiple campaigns. See www.fetch-ireland.social / www.RNNCommunications.com hello@fetch-ireland.social n

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24 ADVISOR: HR

Adopting a healthy approach to sick pay CAROLINE MCENERY

managing director, The HR Suite

The statutory sick pay scheme which will be phased in over the next four years, beginning in 2022, poses the threat of signiﬁcant extra costs for some employers. For those looking to prepare themselves now, The HR Suite’s Caroline McEnery has the answers

n 9 June 2021, Tánaiste and Minister for Enterprise, Trade and Employment, Leo Varadkar, announced that a statutory sick pay scheme will be introduced. The new scheme will be phased in over the next four years. This will begin with the introduction of three days’ sick pay per year in 2022, ﬁve days’ sick pay in 2023, and seven days’ sick pay in 2024. By 2025, it is hoped that the sick pay scheme will cover the cost of ten sick days annually.

Changing times

A phased introduction has been designed to “help employers, particularly small businesses, to plan and manage the additional cost,” writes Caroline McEnery

At this moment in time, there is no legal requirement for employers to pay employees while they are on sick leave from work. However, this is due to change from 2022. Until then, employers can decide their own policy in respect to sick pay. An employer must have written information of the sick leave policy within the employees’ contract and handbook. Although it is at the company’s discretion to decide on the amount of sick pay an employee will be paid while they are absent due to illness, the policy must be applied fairly to all employees to avoid any potential equality or other claims. The introduction of the statutory sick pay scheme will have beneﬁts for employees; especially employees who are in low-paid jobs as they will not feel pressurised to attend work while ill to avoid the loss of income.

Potential monetary exposure

CONTACT THE HR SUITE:

If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.

The passing of legislation requiring paid sick leave to be compulsory poses a potential threat for many employers throughout Ireland as those who do not provide such a payment already, or those whose policies may not be as lavish, may face momentous costs. The decision made by the government to phase the statutory sick pay scheme was decided in the hope that it would help employers, particularly small businesses, to plan and manage the additional cost, which will be capped. Furthermore, for employees to prepare for the introduction of this statutory scheme, it is advised that they should review their company’s current policies, relating to absence/sick pay, to establish whether or not the clause

ShelfLife September 2021 | www.shelﬂife.ie

concerning illness absence will need to be amended in the near future. As well as this, employers should review the contracts of employment they have in place to ensure that, when hiring new members of staff, their contracts and policies are aligned with minimum statutory entitlements that are outlined under the statutory sick pay scheme for when it is reinforced in 2022. To lower the possibility of being heavily affected ﬁnancially by the introduction of the new statutory scheme, businesses should also calculate their company’s potential monetary exposure, to plan ahead. This calculation is based on the company’s average employee absences in previous years. Employers will pay employees sick pay at a rate of 70% of an employee’s wage, subject to a daily threshold of €110. The daily earnings threshold of €110 is based on 2019 mean weekly earnings of €786.33 and equates to an annual salary of €40,889.16. It can be revised over time by a ministerial order in line with inﬂation and changing incomes.

Employee rights It is worth noting that a complaint can be filed by an employee to the WRC against their employer if the employer refuses to provide the sick pay scheme from January 2022. Although there is no current provision in place in Irish law for employers to pay sick pay to their employees, some employers include paid sick leave as part of their company’s policies. If an employee does not receive sick pay but meets the company’s requirements to be granted sick pay and it is outlined in the employee’s contract or terms of employment, the employee can make a complaint under the Payment of Wages Act 1991. For an employee to be eligible for sick pay under the new scheme, they must be working for their employer for a period of six months’ continuous service. The employee will also be obligated to provide a sick cert from their GP on the first day of absence if they wish to claim for this benefit. It is imperative that the medical cert includes information relating to the date the employee is likely to return to work. If the employer has no sick pay policy in place, the employee may receive Illness Benefit. If they have enough PRSI contributions in place, the employee can apply to the Department of Employment Affairs and Social protection (DEASP). If the employee does not have enough PRSI contributions, they should contact the DEASP representative at their local health centre, they will then assess the employee’s personal situation. If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact our office on (066)7102887. ■

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26 ADVISOR: Recruitment

BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

5 ways to convince your company you can continue working from home Not looking forward to returning to the ofﬁce? Excel Recruitment’s Barry Whelan offers ﬁve tips to approach a conversation on permanent remote working that will appeal to an employer’s priorities

s the government returns workers to the ofﬁce from 20 September, the question is beginning to arise in people’s heads all over the country; what if I never want to go back and how do I approach this with my employer?

1. Approach the conversation at the right time For this type of conversation, timing is crucial. It is vital that your employer does not feel as though you have waited until the last moment in order to broach this subject. They must be given an appropriate amount of time to fully assess the situation and any ramiﬁcations there might be for the company. Remember, they have many employees to think about and the decision they make for one must be applicable, in most cases, to all. To show that you are serious about the topic, be sure to schedule a one-to-one discussion well in advance to avoid anyone feeling as though they have been cornered.

2. Don’t make the conversation about you Make it about them It is vital that you show your employer that if the decision to let you work from home is made, that there is as much in it for them as there is for you. Do not let them think that this is purely for your beneﬁt, show them how it will help them and the company by using tangible data that can accurately show your productivity while working from home.

Be prepared to cite your completed work and have examples of how working from home has aided you with this.

3. Share how you’ve optimised your WFH setup A creative way of showing your employer how dedicated you are is by providing them with evidence that you have taken deﬁnitive steps in orders to minimise distractions. By showing them you have a space devoted to your work - where family is not allowed to enter during working hours for example - this gives them one less thing to worry about. It also demonstrates your willingness to keep your performance levels high throughout each and every working day.

4. Come up with a reliable and sustainable communication strategy One of the most useful aspects from an employer’s perspective, of working from a physical ofﬁce, is that you are constantly held accountable for your time. This is something that employers worry about when making WFH arrangements. To eliminate this concern, ensure that you have a plan to effectively communicate and collaborate with your team so that you are able stay on track with your work.  One way to do this is by sending a weekly wrap-up email

As your boss is no longer seeing you in the ofﬁce each day, you might propose a ‘weekly wrap up email’ which will allow your employer to stay up to date with you and your progress. In this email, outline any key contributions you may have made that week, and where you are currently with your tasks. This strategy will allow for full transparency between you and your employer and will help build and maintain trust.

5. Suggest a trial period

“Showing your employer that you have a space devoted to your work at home, gives them one less thing to worry about,” writes Barry Whelan

ShelfLife September 2021 | www.shelﬂife.ie

If your boss seems reluctant to let you work from home indefinitely, think about compromising by suggesting an initial temporary arrangement. What may suit best in the end could be a blend of work from home and from the office, or it may well turn out that your employer is so impressed by your standard of work from home that it becomes the permanent solution. The bottom line is that you must show your employer how working from home will not only benefit you, but how it will benefit them. Your increased happiness and comfort should ultimately lead to productivity which is the most critical element for your employers. ■

ADVERTORIAL

High speed oven serves up perfect results every time! XpressChef prides itself on delivering reliable and consistent products

Built-in Wi-Fi on the XpressChef high speed ovens allows new items to be loaded remotely

In a busy shopping environment where customers demand rapid grab-and-go options, there is no room for error. Enter XpressChef with a failsafe solution. Here, Brian Lavelle, Northern European sales manager, outlines how the company’s high-speed oven performed when installed within the high footfall Primarket at Primark Trafford Centre, Manchester

eading UK retailer Primark has ensured its new café can deliver both speed and quality, through working in partnership with catering supplier CH&Co with the help of XpressChef high speed ovens. CH&Co culinary chef Ray Sargeant explained how the need for rapid hot grab and go product drew the team to the XpressChef high speed oven. Following impressive results during the testing and development phase, they were sold on the reliability but more importantly the consistency of the ﬁnished product every time. “Our site in Manchester is within a large store at the Trafford Centre and can get very busy so speed and ease of use is essential,” he said. “The XpressChef gives us this and more!”

Menu evolution Sargeant also discussed how the menu is evolving and what this will look like going forward, adding: “I’m part of the development team at CH&Co and we’re constantly testing

and developing new product for the café, so when we create a new item, it’s straightforward for us to load it directly onto the units. With the built-in Wi-Fi on the XpressChef high speed ovens, having the ability to load new items remotely eliminates the need to visit each site with a USB. This speeds up the development process, keeps travel costs down and makes life very easy.

Ease of use Café manager Alisha Twamley has also found XpressChef easy to navigate: “I love using the XpressChef, with the touch screen my team and I can easily navigate through AM, PM and reheating product as the HD screen clearly displays the product images and text so we can ﬁnd it quickly, and with the pictures on the screen we know we’re selecting the right product every time. I have used other models in the past and found them difﬁcult to work, so when I received training on the XpressChef, it was just like using my mobile

phone, so intuitive, in the space of a few minutes we had it set up and product cooking.’’

Recommendation From a recommendation perspective, Ray Sargent went onto say: “I would have no problem recommending XpressChef to any operator looking for a reliable, simple to use and innovative product like the XpressChef from ACP Inc. I have used this piece of kit for years and it’s my go-to product for speed cooking. When my team uses it for the ﬁrst time, the feedback is always positive around ease of cleaning, speed, ease of use and how simplistic it is to programme.” To order an Xpresschef high speed oven or learn more about the offering available, email Brian Lavelle: brian@culimat.eu. ■

www.shelﬂife.ie | ShelfLife September 2021

28 ADVISOR: Marketing

Focused thinking

To be effective, marketing needs to take a broader view of the business and the marketplace, instead of a narrow ‘comms’ role. Here, Colin Gordon outlines the solution: focus on a small number of items with the power to truly change your course

COLIN GORDON

marketing expert

A monument to Adam Smith stands outside St Giles’ Cathedral in The Royal Mile, Edinburgh

here’s nothing new in this marketing thing! Marketing is, at its simplest, the matching of demand to supply. I’ve always thought that sometimes we overthink and overwork our view of business and particularly marketing. We forget that we as businesspeople are meant to match an identiﬁed customer with a product or service that they might want. Demand and supply! This is not new. Without demand there is no business – it’s all about consumption. As far back as Adam Smith in his seminal book The Wealth of Nations (written in 1776, i.e., nearly 250 years ago) the same idea was

being talked about. “Consumption is the sole end…of all production,” and, Smith goes on to say, the only thing a producer should be worried about is whether such worry will help the interest of the consumer.

Original marketeers What we now call marketing was being practiced by such businessmen as Wedgwood (of the pottery fame) and Faberge (of the jewellery brand fame) – they knew about the primacy of consumption and the match of demand to supply. They created a demand and invented supply systems. Josiah Wedgwood was the ﬁrst producer to introduce mass production-line

What we now call marketing was being practiced by such businessmen as Wedgwood (of the pottery fame) and Faberge (of the jewellery brand fame) – they knew about the primacy of consumption and the match of demand to supply. ShelfLife September 2021 | www.shelﬂife.ie

techniques to help quality and increase output – not Henry Ford who brought the same ideas to car manufacturing. They were the original marketeers as we would now class them. And these potters and jewellers and furniture makers and travel companies (Thomas Cook in 1808) did it without having the luxury (distraction?) of overly complicated communication systems, media platforms and consumer behaviour analysis. Rather, they relied on knowing how to promote and to invent to meet demands; they created demand; they invented supply (producer) systems. Matching supply and demand was undoubtedly easier in a ‘less complicated’ or complex world. The sheer number of choices of everything available, the number of geographical markets, outlets, consumers, media, regulators, product formats, recipes, and so on, make today’s business world all the more complicated. However, marketing should not

ADVISOR: Marketing 29

Marketing should act as the fulcrum between demand and supply, writes Colin Gordon

cause marketers to shrink back to focusing on a narrow deﬁnition of what they are about. Too often, I see or hear marketers talking about promotions and advertising as core to their jobs. Marketing needs to be that fulcrum between demand and supply and to do so, it needs to have the broader view of the business and the marketplace, not the narrow ‘comms’ role that so many resort to. But how do you not get dragged into every bun ﬁght and problem if you go for the broader view?

‘One Big Number’ In my view, you need to get all parts of the organisation aligned on a small number (one is best) of items that will change the

course of the business: what one thing can really change the course of the business? This One Big Number (or Thing) could, for instance, be the achievement of a certain level of sales of a particular item, or a Right First Time ‘score’. Or, in the case of organisations operating in say the tech space or other highly dynamic environments, a Speed to Market or Number of Successful New Products measures for innovation. No matter what it is, it should force the various parts of the business to confront the “what do we need to do to achieve that?” question, to ask themselves “why not?”. Or, as importantly, to have other parts of the business either ask those same questions of their colleague departments or offer help to them to solve the problems. It’s all about serving the customer and that’s a good place to start – why can’t we do such and such? This ‘One Big Number’ keeps the focus simple and the agenda uncomplicated. It should be a real stretch for the business which will allow it to be long-term in nature. As I stress as a key theme within my recently published book ‘Marketing is in Trouble’, it’s all about making the selling of your product or service easier, all the time. ■

‘Marketing is in trouble: How we got here and 10 steps to get us out’ by Colin Gordon is now available to purchase, published by Orpen Press. To get your hands on a copy, visit the following: www.orpenpress.com UK: www.amazon.co.uk/dp/B08M9XY6HF US: www.amazon.com/dp/B08M9XY6HF Ireland: Marketing is in trouble eBook by Colin Gordon - 9781786051127. Rakuten Kobo Ireland - www.kobo.com/ie/en/ ebook/marketing-is-in-trouble.

INTERVIEW

QUICK QUESTIONS WITH

EOIN O’CONNOR

commercial director, Wide Eye Outdoor & Wide Eye Media 5. Best ad on telly? The Extra ad ‘For When It’s Time’. 6. Worst ad on telly? I’m in the advertising business; I would rather not say.

Eoin O’Connor

1. Best place for coffee? Butlers Coffee, love the added chocolate. 2. Favourite movie? Gladiator. 3. Top book recommendation? A Rough Ride by Paul Kimmage. 4. Which social media platform do you use most? WhatsApp.

7. Favourite grocery shop? Tesco Rathfarnham 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? I would cook chicken teriyaki. No, I wouldn’t win but would enjoy all the dinners. 9. First thing you would do if you were Taoiseach? Look at plans to tackle homelessness, public transport and give those in the entertainment industry a break.

10. If you had to live in another country, where would you choose? Italy. 11. Greatest achievement to date? I love being a dad. 12. Best website? www.irishtimes.com. 13. Most annoying public ﬁgure? Reality stars in general, I just don’t get it. 14. Best piece of advice you ever received? “If you’re explaining, you’re losing.” 15. Biggest fear? To be in a position where all I am doing is explaining!

16. City or beach break? Beach break for sure, can’t wait to get back on one. 17. Top restaurant recommendation? The Oyster Tavern, The Spa, Tralee, guaranteed a great night and excellent food. 18. Pop or rock? Rock. 19. Favourite time of the day? Early morning. 20.What’s the last compliment you received? Wearing a blazer on Teams calls always guarantees a few compliments. ■ www.shelﬂife.ie | ShelfLife September 2021

Confectionery

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30 CATEGORY FOCUS Confectionery

Sweet dreams With the crucial selling seasons of Halloween and Christmas both quickly approaching, it’s essential to ensure your store is stocked up with all the latest treats and innovations alongside the classic and retro favourites that families and friends bond over each and every year

t’s the “most wonderful time of the year” for the confectionery category, with both Halloween and Christmas on the horizon. And as the longer nights draw in, the ‘Big Night In’ occasion also marks a huge opportunity to grow sales. Leading brands have certainly not disappointed on the NPD

front with a mouthwatering selection of new innovative treats. The health and wellness trend has also paved the way for more natural confections to become a prevailing trend in the category. Many of the big players have introduced lowsugar versions of chocolate confectionery,

Something for everyone New products are a key growth driver for singles confectionery. Not only do they generate excitement in the category, but they also attract younger shoppers. New news, especially from established brands is critical to this. Nestlé has a long tradition of delighting KitKat Chunky fans with innovative new flavours from the brand. The latest addition to the line-up, KitKat Chunky Salted Caramel Popcorn is unlike anything else on the market and offers a fun proposition that delivers on both taste and texture. Earlier this year, the brand also launched KitKat Zebra, a new take on the classic fourfinger bar, which combined marbled dark and creamy white chocolate in an eye-catching pack design. Like the rest of the KitKat range, these variants use Rainforest Alliance certified cocoa that has been responsibly sourced as part of the Nestlé Cocoa Plan, and contain no artificial colours, flavours, or preservatives. Retailers should maximise sales of new launches by making sure they are given

Aero Dark & Milk is made with 51% cocoa solids and 9% milk solids

unmissable visibility in-store and Nestlé has developed a suite of impactful POS material to help support this. Within sharing, there is now a brand-new way to enjoy some best-loved confectionery brands with the launch of Aero, Rolo and Milkybar Combos. Nestlé has taken three of its most popular confectionery brands and elevated them to the next level. Designed for sharing, each variety offers a unique and tasty combination of tastes and textures to give consumers a deliciously different sweet snacking experience.

as well as options suitable for vegans and vegetarians and gluten-free choices. Even so, most consumers prioritise taste when it comes to confectionery, meaning there’s still plenty of demand for indulgent treats. Here, we highlight some of the latest news and developments taking place within the confectionery sector.

Fudge joins the existing sharing bag range which compromises of classic Munchies, Munchies Cookie Dough and Munchies White. Within sugar sharing bags, the Rowntree’s range, which is gluten=free, extended to include new Dessert Pastilles. bringing together four delicious flavours – mango sorbet, blueberry pie, cherry bakewell and apple crumble. Earlier this year, Nestlé also introduced an exciting new addition to its Aero range – Aero Dark & Milk. Available in a 90g sharing bar and made with 51% cocoa solids and 9% milk solids, Aero Dark & Milk is a deliciously rich way to enjoy the brand’s famous chocolatey bubbles. Given the higher percentage of cocoa solids, it is ideal for those who are looking for a more intense, grown-up flavour. At the same time, it retains the creamy taste elements you would find in milk chocolate, which means there is no bitterness. And just in time for Christmas, a new introduction to the gifting range is Quality Street Intrigue’s latest flavour offering Quality Street Intrigue Orange Truffle.

The three varieties are: • Aero Combos - smooth Aero bubbles, chewy toffee popcorn and decadent dark chocolate malt balls. • Rolo Combos - delicious Little Rolos, chewy toffee popcorn and melt-in-the-mouth fudge bites. Three varieties of new Combos have launched: Aero Combos, Rolo Combos and Milkybar Combos

ShelfLife September 2021 | www.shelﬂife.ie

• Milkybar Combos - creamy Milkybar pieces, chewy toffee popcorn and crunchy milk chocolate digestive balls. What’s more, new Munchies Salted Caramel

New Quality Street Intrigue Orange Trufﬂes have been introduced just in time for Christmas

GIVE YOUR SHOPPERS A

NEW THAT POPS

CATEGORY FOCUS Confectionery

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salted caramel popcorn ﬁlling, all covered by KitKat’s trademark smooth milk chocolate. “For 2021, we are thrilled to introduce KitKat Chunky Salted Caramel Popcorn,” says Maria McKenna, confectionery marketing manager, Nestlé Ireland. “Our newest Chunky is unlike anything else currently on the market, making it a fun and exciting proposition for shoppers to try. It not only delivers on taste and texture, but with its retro red and white striped packaging, it looks great too!” Nestlé recently launched a new limited edition bar, the KitKat Chunky Salted Caramel Popcorn

A break that pops! Shoppers are discovering a deliciously sweet and salty break with the recent launch of limited edition KitKat Chunky Salted Caramel Popcorn. The latest addition to the innovative KitKat Chunky line up, the 42g bar features the brand’s classic wafer alongside an indulgent layer of

It’s a zing thing! It’s cocktail hour at After Eight, as the brand introduces its latest twist on a much-loved tipple - Mojito & Mint! Inspired by the classic Cuban cocktail, the deliciously zesty treat features Mojito and mint-ﬂavoured fondant enrobed in rich dark chocolate, made with cocoa responsibly sourced through the Nestlé Cocoa Plan. Limited edition After Eight Mojito &

with Matthew Peat,

Mint, which is available in a 200g carton, is hitting major supermarkets and convenience stores across Ireland from the beginning of September onwards. “Last year’s limited-edition Gin & Tonic After Eight was a huge hit with consumers, and we think our newest invention will prove even more popular,” says Maria McKenna, confectionery marketing manager, Nestlé Ireland. Established in 1962, After Eight is crafted with 100% natural peppermint oil and is free from artiﬁcial colours, ﬂavours and preservatives.

Matthew Peat

head of category and insight, Richmond Marketing

Q: How is Fulfil currently performing in sales terms in Ireland and what are the key factors behind this result during the past year? A: Consumption moments and locations have evolved due to Covid-19, which brought some big challenges to many impulse brands in quarter two of last year. However, both Richmond and Fulfil Nutrition are delighted that consumers have continued to see Fulfil as being a key product as part of their evolving lifestyles and sales have been very strong throughout 2021. Core to the brand’s performance has been the product proposition; a great tasting bar with benefits which has resonated with Irish consumers since day one, but also a strengthened range with the launch of Chocolate Caramel in April and the great visibility and support we get from our trade customers. Q: In the past decade, we have witnessed huge growth in consumers’ shift towards a greater focus on health and wellbeing. How has Fulfil capitalized on this trend and how does your range stand out from other protein and vitamin products currently on the market? A: Fulfil has put a huge emphasis of product

have jointly developed innovative point of sale for the queue system, and counter tops which utilise ‘baggy’ space and act as a beacon for healthy options in-store. Nowadays, consumers’ snacking repertoires are leaning more and more to healthier options and we now see nearly €1 in every €4 spent on single bars being on either a protein, granola or cereal. An array of pointof-sale solutions are available, suitable for any store type. New Fulﬁl Crispy offers an ideal lite bite for a morning coffee break or afternoon pick-me-up

development with taste and enjoyment being at the heart of everything that is created. The proposition of Fulfil is inclusive of all lifestyles and occasions, not focused solely on functional fitness like a lot of protein bars and simultaneously providing a healthier option than a traditional chocolate bar. The addition of nine vitamins in Fulfil has also resonated really strongly as consumers now expect more from products they purchase. We are all looking for little life hacks that can help us save time and enhance our wellbeing which is why Fulfil goes from strength to strength. Q: How is Fulfil working in partnership with retailers to drive sales further, particularly in terms of merchandising and POS materials?

Fulﬁl strengthened its range with the launch of Chocolate Caramel in April

ShelfLife September 2021 | www.shelﬂife.ie

New After Eight Mojito & Mint combines Mojito and mint ﬂavoured fondant with the brand’s signature rich dark chocolate

A: The challenge in retail is always space; stores simply cannot keep adding to their range in existing ﬁxtures. Richmond and Fulﬁl Nutrition

Q: How have you continued to innovate in new flavours/formats and what plans for further innovation do you currently have in the pipeline? A: Understanding shopper and consumption behaviour has been crucial to product development. The brand has just launched Fulfil Crispy in two delicious flavours, offering snack seekers the perfect lite bite for their morning coffee break or afternoon pick-me-up. This new range of Fulfil bars are 37g in size, contain a crispy centre and are coated in an indulgent milk chocolate. There is an army of brand advocates that eat Fulfil as part of their daily routine and many retailers have seen great results by selling full cases of 15 bars. Richmond and Fulfil Nutrition are working closely on developing new pack formats and we are excited about what lies ahead in 2022! (Source: Collated EPOS data from +1800 ROI Off Trade outlets. Single Bars definition <90g Chocolate, Protein, Energy & Cereal Bars 12w.e. 18 July 2021) (Source: Bord Bia Global Dietary Lifestyles Report February 2021)

, y p s i r C r e v o c is on

D erfect coffee compani

the p

34 CATEGORY FOCUS Confectionery

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to its distinctive nutty taste and ﬂavour, and its creamy texture. “The varied product formats and pack sizes give Duplo appeal across a number of different shopper missions,” says Levi Boorer, customer development director at Ferrero. Duplo is available now in single and multipacks – 1, 2, 5 and 10-packs. *(Source: www.duplo.de/sortiment/classic) **(Source: CPT Research)

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Spookily good sales

Early consumer testing in the UK and Ireland for Duplo shows a wide appeal across age groups

Swizzels is the largest British-owned sugar confectionery manufacturer in the UK and is responsible for many much-loved brands including Drumstick, Refreshers, Love Hearts and Squashies. Swizzels has performed ahead of the category over the last year* and is all set for a huge Halloween season.

Distinctive nutty taste Ferrero is reinvigorating the chocolate biscuit category with the launch of a new hazelnut chocolate biscuit bar, Duplo, available now. Capitalising on the success of Ferrero’s previous biscuit brands – Nutella B-Ready and Kinder Cards – Duplo contains 100 calories and is available in a variety of pack formats, making it the perfect treat for shoppers to enjoy at home or on-the-go. Ferrero Duplo is set to disrupt the category with a more premium option when compared to current products available, thanks to Ferrero’s heritage and expertise in creating high-quality chocolate. This is evidenced by the chocolate bar being a best seller in Germany since its launch in 1964*, with early consumer testing in the UK and Ireland showing a wide appeal across age groups, particularly amongst adults aged 24-45**, due

Swizzels Drumstick Squashies in Bubblegum Flavour offer a fun take on the classic treat

The Lindt Lindor Salted Caramel Treat Bar offers an irresistible combination of smooth melting milk chocolate with salt crystals

A moment of bliss Now worth over €2.4m in RSV, the smooth melting Lindor Treat Bar is Ireland’s number one premium chocolate countline and is a proven must-stock range for retailers this year*. Available in a slim stick format, it is the perfect on-the-go treat and is available in four delectable flavours – the classic Lindor milk recipe, the irresistibly smooth melting mint filling and a zesty orange flavoured milk chocolate for those looking for something with a little twist. And finally, the latest edition to the Treat Bar range, Salted Caramel, smooth melting milk chocolate with salt crystals, an irresistible combination. Each flavour promises to be a “blissful” experience on your shoppers’ taste buds. The Lindt Lindor Treat Bar is Ireland’s number one premium chocolate countline

ShelfLife September 2021 | www.shelﬂife.ie

Following on from the success of the Lindor Treat Bar range – also available are the Lindor Milk and Orange Multipacks – the same slim stick packaging but in a convenient multipack format. The Lindor Multipack is available in all leading retailers and retails at €2.69. The Lindor Treat Bar 38g range retails at €1.29 and is available nationwide. Lindt Lindor is the epitome of indulgence as it creates a moment of escape and relaxation in a busy day - a smooth melting ‘me moment’. The tempting Lindor Treat Bars are a product of the care and passion that Lindt’s Swiss master chocolatiers put into creating each and every recipe. *(Source: Nielsen Scantrack MAT - Snacking Countline Market to 18 July 2021)

“Halloween is the biggest calendar event for sugar confectionery, and it’s set to be huge for 2021 as consumers look to make up for last year’s lack of celebrations – so it’s essential to stock a range of best-selling, well known brands to entice shoppers and make the most of the festivities,” says Mark Walker, sales director at Swizzels. Swizzels has a large range of products suitable for Halloween, featuring well-known brands such as Drumsticks, Love Hearts, Double lollies and Refreshers, which offer great value for money and are perfect for sharing. Swizzels’ Scary Mix bag contains a selection of Swizzels favourites, making it a must-stock for retailers to satisfy demand for shoppers seeking variety. The Halloween themed packaging makes for a great eye-catching treat to hand out at parties and to trick or treaters. Swizzels is the number one seller of variety packs at Halloween** and the individually wrapped sweets in Loadsa packs are perfectly suited to sharing occasions like Halloween. Displaying such promotional packs prominently in-store at end of aisle

*Source AC Nielsen 52 Weeks to 18th July 2021

36 CATEGORY FOCUS Confectionery

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Belgian beauties

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Hamlet Belgian chocolates are renowned for the premium design of the company’s packaging, and 2021 sees the introduction of special seasonal sleeves for the new single layer 250grm Praline Gift-Box, in two designs and colours. With a RRP of €9.95, Hamlet chocolates are a worthy gift to give and receive.

Swizzels’ Scary Mix bag contains a selection of Swizzels favourites, making it a Halloween must-stock

or alongside Halloween merchandising will help to attract shoppers and boost sales. The non-seasonal packaging also ensures retailers can continue to sell any surplus stock after Halloween. Another non-seasonal product from Swizzels that is perfect for selling over the Halloween period is Squashies mini bags. As one of Swizzels’ most popular brands, these mini bags which come in a pack of 20 are perfect for handing out to trick or treaters, making them a guaranteed seller and a muststock. Swizzels’ Sweet Treats tub of individually wrapped favourites is the perfect sharing product to sell over the Halloween period, and its non-seasonal packaging also ensures it can be sold after the occasion, particularly as the Christmas season approaches. Swizzels is the number one tubs seller at Halloween**. *(Source: IRI, Confectionery category, Value Sales 52wks to 18/04/2021,Total Market data)

Quality Dutch company Steenland makes Santa’s Nets of chocolate coins, complete with stickers

topper. These are made by Steenland, a Dutch company which was originally commissioned by the Dutch royal family to produce premium quality chocolates. Available in assorted Christmas themes, the nets retail at €1.20 per pack. Hamlet Belgian chocolates have a RRP of €9.95

Santa has arrived! Chocolate Santas are always a welcome little treat around Christmas, and Shelton is offering Hamlet’s hollow chocolate figures and Belfine Chocolate Santa Lollipops at €2 RRP, to satisfy those little indulgent moments for chocolate lovers over the festive season. Shelton is also offering Santa’s Nets of chocolate coins, which come with stickers and are a perfect stocking-filler or table-

**(Source: IRI Marketplace, Sugar Confectionery, Total Market, Value Sales, Data from 8 Weeks to Halloween 2020)

Christmas sorted!

You can never be too generous!

Disney delights Disney’s classic characters are regular Christmas visitors to our screens. Zaini’s re-usable Cloth Stockings feature a selection of chocolates and surprises, and retail at €5.95.

Hamlet’s hollow chocolate Santa ﬁgures are perfect for little indulgent moments

Anthon Berg’s brand-new range of 90grm Dark Chocolate bars are perfect for Christmas

ShelfLife September 2021 | www.shelﬂife.ie

Zaini’s Milk Chocolate Eggs are gluten-free

Chocolate surprise eggs are all-year round children’s favourites. Zaini’s three-pack of Milk Chocolate Eggs feature licensed collectible toys and are on special offer to retail at €2.99 for this Christmas season. Zaini chocolates are gluten-free too and bring lots of fun to children with a gluten intolerance.

Distributor Shelton has oodles of exciting and fun confectionery options this Christmas season, with something for every member of the family:

Anthon Berg, the global brand leader in chocolate liqueurs, has appointed Shelton as its exclusive agents and distributors for the Irish market. Anthon Berg’s motto is “You can never be too generous,” and the new Irish partnership is being celebrated with a special launch promotion. The promotion offers fantastic give-aways featuring the brand-new range of 90grm Dark Chocolate bars, and its famous gift-box range – very relevant for the Christmas season.

Egg-cellent!

Zaini’s re-usable Cloth Stockings retail at €5.95

O C S T K T S U MALL OWEEN RANGE H

For supply of Swizzels products, Please contact BR Marketing (01) 8850800 * Source: IRI Marketplace, Sugar Confectionery, Total Market, Value Sales, Data from 8 Weeks to Halloween 2020

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38 CATEGORY FOCUS Confectionery

Look-O-Look’s Candy Take-Away range is growing in popularity daily

Mickey and Minnie Mouse Pez dispensers are sure to be a hit this Christmas

Iconic collectibles Mickey and Minnie Mouse are this year’s featured Pez collectible Christmas characters which are distinguished by the special seasonal themed packs. Pez dispensers have become iconic collector pieces, with a special Pez museum now in the US, and rare pieces changing hands at auction for high ﬁve-ﬁgure sums. So maybe it’s time for your customers to start their collection now! Selling at €2, special Maxi-Bags and Gift-Boxes are now available for Christmas. Check out the Pez App, with special Pez games for the young and young at heart.

Heaven in a box Sweets and toys, in a box – that’s Sweet Box. In fact, the Shelton Munster sales representative calls them “heaven in a box”,

Sweet Box treats have a RRP of €2.50

ShelfLife September 2021 | www.shelﬂife.ie

because of the feel-good factor these super toys create with his customers. Selling at €2.50, Sweet Box collectibles feature special point-of-sale marketing stands and solutions and are great novelties for all special occasions.

Fun foods These days, caring is sharing, and share-pack sales have seen great growth in the past 18 months. Look-O-Look has a unique take on creating fun sharing experiences, with its “Candy Take-Away” selection growing in popularity daily. Candy Burgers, Candy Noodles, Candy Sushi and Flower Candy Bouquets are well established and producing fantastic online results. Look-O-Look Candy Pizzas in two sizes have become a staple sharing pack, especially for those duvet days and home movie nights!

Retro favourites Mixed Fruit Drops from Cavendish & Harvey make wonderful gifts for all the family and are available in environmentally friendly retro glass jars. Available in two sizes, at €3.99 and €8.99. Another retro favourite is Walker’s Nonsuch Hammer Pack Toffee Bars. These are made with real butter and only the best of ingredients, and they are gluten-free too. Walker’s toffees sales have been growing very quickly in recent years, and Walker’s Double-Choc Toffees Bag is now its bestseller, after launching in 2020. The new pack is now 95% recyclable, and retails at €3.95. Many people love to collect tins, and the new range of Happy Days tins of Butter Cookies are proving to be highly desirable and collectible. They are great value, with tins of 150grm Butter Cookies selling at €2.99.

‘Whack, then unwrap and enjoy’ is the tagline of Walker’s Non-such Toffee Twin

Seasonal sales set to soar

Mondele-z International - the number one* Christmas confectionery supplier at Christmas - is once more gearing up to help retailers with their seasonal sales this year. New treats and returning favourites will be in-store for the 2021 Christmas season across confectionery and biscuits, from much-loved brands Cadbury, Green and Black’s and Maynards Bassetts. This will help retailers make it a year to remember for their shoppers, by building cherished memories and lifelong rituals. From the beloved range of Cadbury advent calendars to the launch of new Cadbury Dairy Milk Winter Orange, there is something for everyone in this year’s range of special treats. Excitingly, this year also sees the return of retro bestseller Cadbury Puds, with a luxurious trufﬂe centre, covered in the nation’s favourite chocolate**. Aimed at driving sales in the self-eat category, Cadbury Puds will be incremental to a retailer’s range this festive season. Chocolate is a key category at Christmas, so it’s essential that retailers prepare their range early to maximise their shoppers’ seasonal spend. The opportunity for retailers begins in September and lasts until the end of December, with four phases to enable them to stock the right range at the right time. The season begins in September, when stores can kick off with sharing confectionery for a ‘Big Night In’ as the nights draw in, with tubs and pouches being critical to success. In October the ‘Self-Treat’ section takes prominence as the core Christmas season really begins and shoppers start to treat themselves and loved ones to self-treat and novelties confectionery such as Cadbury Jingly Bells. In November, retailers should begin the ‘Countdown to Christmas’ in-store with advent calendars and tree decs. Finally, as we enter December and the big day approaches, retailers can deliver ‘Christmas Magic’, when shoppers are increasingly looking to trade up, by stocking up on gifting and selection packs to drive maximum sales from festive shoppers. Overleaf is an overview of the new products hitting shelves this festive season alongside the wider range of Cadbury Christmas favourites.

YOU CAN NEVER BE TOO GENEROUS

Get 1 free case of Anthon Berg 90g bars for every €100 + VAT you spend on the brand this Christmas!*

CONTACT SHELTON Email: info@shelton.ie | Tel: (01) 401 8455 | www.shelton.ie * Offer applies to 1st Order only | * Offer Stock returns will not be accepted | * Offer applies while stocks last * This offer cannot be linked with previous special offers | *Free Stock Retail Value per €100 + VAT cost: €35.40 @ €2.95 RRP per bar

40 CATEGORY FOCUS Confectionery

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on shelf and capture shoppers’ attention. (RRP €0.99, Weight: 35g x 48 per case).

Baking up a treat

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Cadbury is tapping into the Christmas baking ritual with the launch of Cadbury Dairy Milk Chocolate House. The NPD is a great activity to be shared with family and friends over the festive season. Made up of Cadbury White Buttons, Cadbury Dairy Milk Gingerbread, Cadbury Dairy Milk Winter Wonderland, Cadbury Dairy Milk tablets and Cadbury Flake, there is something for every tastebud. (RRP €20 Weight 900g)

Treat for orange lovers One of the most popular ﬂavours of the year in a new form - the all-new limited-edition Cadbury Dairy Milk Winter Orange contains orange nugget inclusions making it a great treat for chocolate orange lovers and a key addition to a retailer’s festive range. The new launch comes with an impactful winterthemed design for strong stand-out on shelf. (RRP €2.49, Weight 95g).

Cadbury Puds, an iconic festive favourite, last graced shelves back in 2003

Pudding perfection Returning to retailers’ shelves for the ﬁrst time in nearly 20 years, this iconic festive favourite was last on sale in 2003. With its trufﬂe centre, hazelnut and rice crisp pieces covered in the nation’s favourite chocolate,*** Cadbury Puds are sure to be a hit once again with those looking for a touch of nostalgia. The launch aims to bring new shoppers into the individually wrapped self-eat category as a great treat. Impactful packaging will stand out

The Cadbury Dairy Milk Chocolate House offers a great activity for family and friends

Cadbury Dairy Milk Winter Orange is a key addition to a retailer’s festive range

Key confectionery shopper trends A short category snapshot from Shopper Intelligence shows opportunities for confectionery brands from a shopper’s perspective. Shopper data reveals that confectionery shoppers tend to stay within the brand, their promotional purchases are highly incremental and the category is often bought during a top-up shopping mission.

Confectionery shopper behaviour Biggest differences vs average FMCG % incremental purchase when bought on promotion

% bought a different size/type of the same brand 32%

Confectionery

29%

22% FMCG

Confectionery shoppers are more likely to stay within brand and buy a different size/ type of it if their preferred choice is unavailable. Prioritize Brand/Type at shelf. Offer enough choice within brand.

Confectionery

49%

38%

18% FMCG

Promotions in Confectionery evoke more incremental purchase (=buy only b/c of promo, or buy more (ranked 16 out of 127 categories).

Design attractive promotional programs.

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021

ShelfLife September 2021 | www.shelﬂife.ie

% purchased on a Top-Up shop

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Confectionery is more often purchased on a Top-Up shopping mission than the average category (ranked 10 out of 127). Focus on the smaller top-up shop mission, link with occasion. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

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The iconic Cadbury Dairy Milk Advent Calendar also returns as the number one selling advent calendar and growing yearon-year. Advent is crucial to the festive season and this product alone has a 28% share of total advents in the category**** as it continues to be a family favourite. This year the much-loved calendar has a new and improved design, as well as new moulds to enhance the consumer experience. (RRP €3.90 Weight 90g). This year, Cadbury Roses and Cath Kidston have also joined forces to encourage retailers and shoppers alike to say a heartfelt thank you this Christmas with a limited-edition tin. (Weight 800g).

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*(Source: Nielsen Total Scantrack (excl. Dunnes & Discounters) Christmas Confectionery 17 w/e 27 December 2021) **(Source: Nielsen Total Scantrack (excl. Dunnes & Discounters) MAT 20 June 2021)

Ideal gifts

****(Source: Nielsen Total Scantrack (excl. Dunnes & Discounters) 17 w/e 27 December 2021)

Sharing happiness Ampersand has extended its €1 range of Sonas Sweets this September with some exciting new promotional packs offering 25% extra free across its top ten best-selling lines for those consumers looking for an afterschool treat. Sonas Sweets is an Irish brand of sugar

A 25% extra free consumer promotion for Sonas Sweets is available this month

confectionery developed and distributed by Ampersand. The word “Sonas” comes from the Irish word meaning happiness, and Sonas Sweets brings a little happiness and sunshine to Irish consumers every day! The Sonas Sweets range includes a €2 MixUp bag and a selection of €1 hanging bags which has now been extended to 24 different

Confectionery

A number of new additions are also joining Cadbury’s self-treat and novelties range this year, such as Little Robins and Jingly Bells. Cadbury Dairy Milk Snowman novelties are returning with a new impactful design. Finally, within tablets, Cadbury Dairy Milk Gingerbread and Cadbury Dairy Milk Winter Wonderland will hit shelves once again this season.

***(Source: Nielsen Total Scantrack (excl. Dunnes & Discounters) MAT 20 June 2021)

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The Cadbury Dairy Milk Advent Calendar is a ﬁrm festive favourite

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42 CATEGORY FOCUS Confectionery

varieties since its launch. The Sonas Sweets range has all the favourites including jellies, sour sweets, bonbons, and liquorice pencils. The 100g hanging bags are a perfect treat sized portion priced at €1. Ampersand also extended the €1 range further last year with some gluten-free options. The Sonas Sweets 230g Mix-Up bag is a nationwide favourite and is also packed with the highest quality jellies and is great for sharing and on-the-go convenience. The Mix-Up is ideal for after-school treats or car journeys as the bag can be resealed which means they don’t have to be eaten in one sitting. Retailers and consumers can also be assured in these challenging times where hygiene, health and food safety are at the fore of people’s minds that Sonas Sweets offers a premium quality offering and the highest standards of food safety and compliance with legislation have been ensured for the wellbeing of consumers. Sonas Sweets Mix-Ups are all hand-packed in a factory in double laminate bags with a re-sealable tab which are fully compliant with traceability and BestBefore-Date along with strict controls and conditions carried out by staff throughout the production and packing processes. If you are interested in stocking Sonas Sweets and would like to avail of the September 25% extra free consumer promotion, get in touch with Ampersand on

01 4130150 or email info@ampersandsales.ie or you make contact via the website at www.ampersandsales.ie.

Steeped in Irish heritage Established in 1882, Cleeve’s Irish Confectionery is Ireland’s oldest surviving confectionery brand. Originally produced in Limerick, the brand is steeped in Irish heritage and is fondly remembered by a generation of Irish consumers. Today, Cleeve’s is produced in Newbridge, County Kildare and is distributed throughout Ireland by Ampersand which relaunched the brand in 2018 with a range of classic toffee and caramel favourites and a delicious range of chocolate bars that are enjoyed by Irish consumers both young and old. Cleeve’s continues to use traditional recipes that combine the ﬁnest Irish dairy ingredients sourced locally with sustainably sourced produce to make timeless treats. A new consumer website for Cleeve’s, cleevesirishconfectionery.ie has been developed by the team at Ampersand to coincide with a relaunch of the brand’s social media platforms on both Instagram and Facebook. “Each Cleeve’s treat brings a moment of joy and Irish heritage in every bite,” says Sinéad Smith, marketing manager of Ampersand. “Cleeve’s has been part of the Irish confectionery landscape since 1882 and

Ampersand relaunched the classic Cleeve’s brand in 2018

our new website and social media activity gives us the opportunity to tell the incredible backstory of the brand and to communicate Cleeve’s brand values and product assortment to a new demographic of consumers.” “Cleeve’s is unequivocally Irish and proud, from its rich heritage to the quality Irish ingredients and communities and jobs the brand supports throughout the country,” Smith adds. For more information on Cleeve’s Irish Confectionery, visit cleevesirishconfectionery.ie or if you would like to order Cleeve’s, contact your Ampersand representative or call the sales line on 01 413 0150. ■

28 Years in Business 4 Delicious 500g Mixes Classic, Vegan, Fizzy & Jelly Over 10 varieties per bag Limited & Seasonal Mixes Started in 1993 The Sweet Factory became synonymous with high quality Pick N’ Mix in Ireland. Following on from the success of our online offering we quickly realised the demand for Pick N’ Mix in store was back so we adapted our business to meet consumer needs and launched our 500g bags in 4 varieties. Hitting the shelves in early 2021 our product has proven to be a resounding success and can now be found in all Musgraves owned SuperValu & Centra stores and Plaza Group Service Stations. We strive to deliver the highest quality product to the consumer, a high margin to the retailer and a high level of service! To share in this Sweet success contact Gerry@sweetfactory.ie/ 0872501797 ShelfLife September 2021 | www.shelﬂife.ie

EVENT 43

Looking back to move forward

The Today’s Women in Grocery (TWIG) committee is hosting a virtual event on 17 September to raise much needed funds for the IGBF charity

2020 would have been TWIG’s fifth lunch. Unfortunately, the group has had to postpone both the 2020 lunch and a planned 2021 physical event due to Covid 19, which could potentially have a longer-term impact on its ability to raise funds to support people across the trade, in need of help.

Virtual event With this in mind, the TWIG committee is hosting a virtual TWIG event on Friday, 17 September 2021, with a panel of senior businesspeople from across the grocery industry and beyond. This virtual event, hosted by Sonya Lennon and themed ‘Looking Back To Move Forward’ will give the panel an opportunity to look back on each of their careers, both personal and business and share their stories. While the event may be virtual for 2021, the first 500 registered attendees will each receive one of the now most sought-after TWIG goody bags. The speakers include:

Compére: Sonya Lennon Designer and entrepreneur

Gráinne Wafer

Róisin Hennerty

Sinead Bryan

Chupi Sweetman

Sharon Buckley

Global brand director, Guinness, Diageo

Managing director, Global foods division, Ornua

Managing director, Vodafone Business

CEO, Chupi

Commercial director, Musgrave Group, President of Appeals IGBF for 2021

Fantastic prizes The TWIG raffle will also be taking place virtually online and it is a vital part of fundraising efforts for the Irish Grocery Benevolent Fund (IGBF), which has supported those who need help most in the sector for over 30 years. Tickets cost €50 and are available on this link now, whether you are attending the event or not: https://twig2021raffletickets.eventbrite.com.

1st Prize: Chupi Crown of Love 14k Gold TWIG Band Diamond Ring.

2nd Prize: Overnight accommodation in the 5* InterContinental Hotel for two people in a suite including full Irish breakfast, three course dinner, and two treatments. Sponsored by GSK.

3rd Prize: Overnight accommodation in the Luxurious 5* Westbury Hotel for two people including three course dinner in Wilde Restaurant. Sponsored by The Doyle Collection.

4th Prize: Overnight accommodation in one of the 4* Luxury INUA Collection Hotels for two people. Sponsored by the INUA Collection.

5th Prize: Overnight accommodation in the 4* Hyatt Centric, The Liberties Dublin Hotel, in a luxurious suite located in one of the oldest parts of Dublin. Sponsored by Glanbia.

6th Prize: Midweek break for two people which includes two nights B&B and one evening meal in a Neville Hotel. This includes Druids Glen, Kilkenny Rivercourt Hotel, Royal Marine or the Tower Hotel Waterford. Sponsored by CocaCola HBC Ireland & Northern Ireland. You can purchase unlimited tickets to win one of these six great prizes, kindly provided by the sponsors. It is for a great cause, and given the challenges so many people have faced during the pandemic, the funds raised are more critical than ever.

Sponsors TWIG would like to thank this year’s sponsors - Musgrave, Diageo, CPM and Suntory Beverage and Food Ireland, for supporting this year’s TWIG event and Tap Creations for its new creative design for the event. Without this sponsorship and the continued support from the trade, the IGBF charity could not continue in its efforts to help those in need within the grocery industry in Ireland.

Supporting those in the retail trade Through the IGBF, enormous assistance has been provided to relieve hardship amongst all employed, unemployed and retired members who have fallen on difficult times for whatever reason. The charity currently assists nearly 250 families monthly and will contribute over €560,000 this year alone. The fund is a registered charity and also a registered friendly society and has historically been very well supported by the leading companies in the retail, wholesale, food and drink and services industries. Individuals in difficulty can apply for financial assistance and the awarding of grants are managed through a well-governed and fully confidential welfare process.

Tickets As one of the charity’s chief fundraising events in 2021, the tickets will remain at €250 each or 10 for €2,500. Please contact Michelle Thornton at Hotel Solutions to book tickets on 01 6309211 or email michelle@hotel-solutions.ie. For those who have already booked and paid for tickets for 2020, please contact Michelle to confirm and guarantee places/goodie bags. For further information please see www.igbf.ie or for event details: www.igbf.ie/igbf-events. n

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44 CATEGORY FOCUS Hard Seltzers

A sparkling good time!

With many consumers now fully embracing the zeitgeist for hard seltzers, make sure they aren’t disappointed with your offering by stocking the following options which have generated proven, rock-solid results

020 was a breakout year for hard seltzer in Ireland. A relatively new addition to the Irish market, the US ready to drink (RTD) sector has experienced ample growth thanks to the growing popularity of hard seltzer. There, the industry was valued at $550 million in mid2019 and is expected to be worth $2.5 billion by 2021. Since its introduction to the Irish market, there has been plenty of activity within the category, with existing brands establishing a presence and several Irish drinks producers embracing the trend. According to a Bord Bia report from 2020, the success of hard seltzer stems from a strong consumer appetite for healthier, natural, and refreshing beverages. The category is certainly one to watch, and here we will highlight some of the key players in this vibrant sector.

A wave of pure refreshment From 18 August – 5 September, White Claw Hard Seltzer created a brand experience like no other - the White Claw Wave of Summer Pop. Creating a moment for consumers to relax and chill to the summer vibes; there were opportunities to try all available White Claw ﬂavours — Mango, Black Cherry, Natural Lime

and Raspberry. The pop-up also featured a partnership with Chubby Co for merchandise, a can recycle wall collaboration with Every Can Counts and daily DJ performances. White Claw Hard Seltzer was graced with takeovers by DJ Tara Stewart, I’m Grand Mam podcasters Kevin Twomey and PJ Kirby, radio presenter Izzy Healy and artist Neil Patrick Collins.

The White Claw Wave of Summer pop-up event recently came to Dublin

ShelfLife September 2021 | www.shelﬂife.ie

About the brand White Claw Hard Seltzer blends sparkling water with triple distilled alcohol and a hint of natural fruit flavour - a true taste of summer. Low in calories and with no artificial flavours, it’s best served cold, straight from the can. Defining and redefining a whole new category in alcohol beverages, since launching in the US in 2016, the brand has become an online and cultural phenomenon. Championed by millions of consumers, White Claw has gained cult status, becoming the most successful new alcohol brand in a generation. Through their social feeds, videos, hashtags and memes, fans have generated over 4 billion impressions. White Claw introduced Ireland to hard seltzer in summer 2020. White Claw Hard Seltzer is gluten-free, has an ABV of 4.5% and is just 95 calories per 330ml can. Served cold, White Claw has a delicate subtle flavour, providing pure refreshment. Within the Irish market, White Claw has achieved the number one position within hard seltzer; and is the number two RTD can brand (Source: Nielsen Ireland Total Scantrack excluding Dunnes and discounters, value sales, 52 weeks to 18 July 2021). For more information, visit www.whiteclaw.com @whiteclawireland on_lnstagram, Facebook and Twitter #WaveofSummerlE.

HARD SELTZER HAS DELIVERED

VALUE SALES OF

€8.2M

IN THE LAST YEAR

WHITE CLAW

53% NO.1 HAS A

IS THE

HARD SELTZER

IN IRELAND

VALUE SHARE OF THE

HARD SELTZER

CATEGORY

*Source: Nielsen Ireland Total Scantrack excl Dunnes & Discounters 52wks to July 18th 2021. Enjoy White Claw Hard Seltzer® Responsibly.

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aftertaste. It’s perfect for enjoying at home or with friends, meaning weekends are #TopoChicoTime! Honouring the boldness and charm of its south American roots, Topo Chico Hard Seltzer is inspired by the 125-year-old Topo Chico sparkling mineral water brand already popular with mixologists and bartenders in the USA and Latin America. Follow the brand on social @topochicohs and join the conversation online. *(Including sugar, natural ﬂavours, ﬂavour enhancers, acidity regulators)

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*(Each ﬂavour is gluten-free, has 96 calories, two grams of sugar and 4.7% alcohol by volume) *(Please drink responsibly)

Seven Summits is now available nationwide in three ﬂavours: Wild Berry, Lemon and Mango

Breath-taking inspiration Seven Summits is Ireland’s first premium, naturally produced hard seltzer. Initially available in three flavours, the brand is naturally brewed, providing a unique difference to other hard seltzers available today. Produced in association with the Whitewater Brewing Company, one of Ireland’s leading craft breweries, Seven Summits draws its inspiration, and its pure water, from the breath-taking seven summits of the Mourne Mountains. Known widely as an adventure destination and for its natural beauty, Seven Summits draws on this inspiration and is created with natural ingredients, offering a unique and refreshing flavour. Importantly, the brand is naturally brewed, not blended like many hard seltzers. It is produced in small batches using hand crafted alcohol with natural flavourings and sparkle added through a natural brewing process. The result is a premium hard seltzer that is unique on the island of Ireland. Seven Summits is being introduced in the following three flavours: Wild Berry, Lemon and Mango and is now available nationwide.

Alcohol, meet sparkling water* The world’s top drinks experts have combined alcohol and sparkling water with the unexpected twist of natural flavours* including Tangy Lemon Lime, Tropical Mango and Cherry Açai, creating the perfect contradiction - Topo Chico Hard Seltzer. Now available in stores and off-licences across the island of Ireland, Topo Chico Hard Seltzer is a smooth tasting alcoholic drink, distinctive for its natural flavours and fizz gentle fi zz which leaves a deliciously clean

Topo Chico Hard Seltzer is available in Tangy Lemon Lime, Tropical Mango and Cherry Açai ﬂavours

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Low is key! Loki & Co. launched in 2017 and as such is Europe’s original ‘hard seltzer’. “When we launched, it is fair to say that we were way ahead of the market,” says Stephen Dillon, founder of RTM Beverages, the Dublin-based drinks innovation company. “We are delighted that the category has finally taken off and interest has boomed not only in Ireland but also across Europe,” he adds. “We are currently selling in several export markets and it is great that we no longer have to explain what hard seltzers are! We knew that the RTD market was due a shake up and that consumers were turning away from overly sugary products and looking for lower calorie options. Hard seltzers provide a great solution to this consumer demand.” The Loki & Co. range is made with sparkling Irish natural mineral water carefully blended with natural fruit flavours and a wine base to produce a less sweet and more authentic 4% ABV drink at only 100 calories per 330ml can. The drink which is low in calories, carbohydrates, sugars and is naturally gluten free, provides exciting refreshment. Loki & Co. is available in three flavours – Apple & Elderflower, Orange & Mango and now Strawberry & Lime. “Our development won’t stop here, as pioneers in the no-lo and hard seltzer categories we have plans to continue to expand our range with some great new products and flavours under development,” Dillon continues. “Our ethos is to be completely consumer-focused and we can adapt quickly as the exciting no-lo categories continue to evolve.” For sales enquiries, contact RTM Beverages Ltd (01 9618922) or e-mail Hello@Lokidrinks. com and visit www.RTMBeverages.com.

The Loki & Co. range delivers a 4% ABV drink at only 100 calories per 330ml can

Bracing refreshment of Irish coast The brewers at St. James’s Gate are excited to unveil new Rockshore Hard Seltzer, the latest addition to the Rockshore portfolio joining Rockshore Lager, Rockshore Light and Rockshore Apple Cider, inspired by the bracing refreshment of the Irish coast. New Rockshore Hard Seltzer, sparkling water with alcohol and natural fruit flavours, is available in Watermelon, Raspberry and Lime - packing all the refreshing taste consumers expect from Rockshore with 83 calories per 330ml can of Raspberry and Lime, and 86 calories per 330ml can of Watermelon. Seltzer now represents 10% of RTD sales in Ireland with accelerated growth in the sector* and people are actively seeking choice that delivers refreshing taste. With outdoor socialising continuing throughout the summer and autumn months, new Rockshore Hard Seltzer is a convenient option for drinks with friends in the garden or to be enjoyed in the moment. Speaking about the latest innovation, Rockshore senior brand manager, Hannah Todd says: “We are excited to be adding to the Rockshore portfolio with the launch of Rockshore Hard Seltzer following a successful three years of trade since we launched Rockshore Lager in 2018. People are actively seeking choice that delivers refreshing taste, so it felt like a perfect fit for Rockshore to introduce more options with the launch of new Rockshore Hard Seltzer.” The launch of Rockshore Hard Seltzer will be supported by an integrated communications campaign encompassing TV, digital, PR, sampling, media partnerships and in-store activations. Developed by Diageo in conjunction with agency partners BBDO Dublin, Wilson Hartnell PR, PHD, Bulletproof and Geometry, the launch celebrates the bracing refreshment of the Irish coast and is inspired by the energy of the Atlantic Ocean and the invigorating spritz and spray of a can of Rockshore Hard Seltzer. New Rockshore Hard Seltzer is available in off-licences and supermarkets for a RRP of €3.45 per 330ml single can and RRP of €10 per 330ml four-pack can throughout the Republic of Ireland*. To find out more, visit Rockshore.ie. *(Always drink responsibly. Visit drinkaware.ie for more details)

WHEN WE SAY NEW, WE MEAN, NEW.

GET CURIOUS WITH US. YOU’LL LOVE IT! @sevensummits.hardseltzer PLEASE DRINK RESPONSIBLY Visit candcgroupplc.com

Following meteoric rise in US, hard seltzer is here to stay An American sensation, hard seltzer is now making waves on Irish shores too. After delivering triple digit growth in 2017, 2018, 2019 and 2020 in the US, hard seltzer continues to deliver strong value growth of +48%. The category is now worth $4.9bn globally and holds over a 10% value share of beer (Source: IRI USA MULC + Liquor 52 weeks to 18 July 2021). From just 3% in 2017, over one quarter of Americans have since started drinking hard seltzer with household penetration now at 29%. At 19.2%, White Claw is the number two beer brand for household penetration in America (Source: Numerator Omnipanel, 52 weeks to 16 May 2021). News site Vox.com covered the meteoric rise of hard seltzer back in 2019, stating: “It’s a beverage whose existence makes so much sense for so many reasons, and feels so perfectly positioned in this particular period of time, that it has helped deﬁne what exactly this period is.” The article went on to outline the beverage’s impressive sales, noting: “It is difﬁcult to overestimate the hugeness of hard seltzer to people who study the

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48 CATEGORY FOCUS Hard Seltzers

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business of alcohol, but here are some exact ﬁgures: Hard seltzer is currently a $550 million business in the US and is projected to keep growing, with one UBS analyst estimating to Business Insider that it could be worth $2.5 billion by 2021. Sales of hard seltzer have grown about 200% over the past year, with 164.3% of that growth occurring in July alone, according to Nielsen.”

Low-calorie choice The fact that hard seltzers deliver a lowcalorie option (with a relatively low ABV) makes the category an attractive choice for Gen Z consumers who are focused on improving their health and wellbeing. According to Vox: “That hard seltzer has a relatively low ABV and little or no additional sugar allows most versions to remain in the 100-calorie range, which is pretty much as low as you can go if you’re drinking alcohol (a shot of vodka, for example, has about the same number of calories). It is also what’s allowed hard seltzer brands to market their product as adjacent or somehow contributing to the idea of “wellness,” because it at least has fewer calories than a real cocktail.”

Gender neutral marketing Another interesting point to note about hard seltzer is that it’s marketed as a ‘gender neutral’ choice. As the Vox article outlines: “In an exploration of hard seltzer and gender for Eater, Amy McCarthy argues that instead of targeting the drink on the basis of sex, hard seltzer is selling a lifestyle — one that isn’t dependent on gender. It’s a drink for doing summertime things: concerts, beaches, and boating. The fact that it’s considered more upscale than other malt liquor offerings (you can buy it at Whole Foods, for instance) helps sell it as aspirational.” ■

The hard seltzer category is now worth $4.9bn globally

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50 CATEGORY FOCUS Hot Beverages

Hot stuff!

With consumers increasingly exploring different varieties of both tea and coffee to enjoy a premium luxurious moment of relaxation at home, here, we explore both new and classic products in this burgeoning category

rish consumers’ appetite for hot beverages has been heating up. Traditionally a nation of tea drinkers, a Euromonitor study from December 2020 found that consumers are expanding their horizons past the perennially popular black tea thanks to increased awareness of the health beneﬁts of different tea varieties. Euromonitor expects to see solid growth in the category, with green tea and other ﬂavoured tea expected to deliver standout performances.

Sustainability is a passion for Velo Coffee Roasters across all aspects of the business, including recyclable packaging

A go-to specialty choice The specialty coffee market is consistently growing worldwide. Consumers are demanding higher-quality coffee beans with smoother, lighter and more aromatic and complex ﬂavours. It’s no surprise then, that unique, single origins are front and centre of the specialty coffee trend. With over 19 single origins and three original, 100% arabica blends, Cork-based Velo Coffee Roasters is achieving great success in the specialty coffee market. Velo Coffee Roasters’ small-batch roasting means it tailors each roast to bring out the best ﬂavours of each bean. The company’s master roaster ensures that he brings out the most balanced and subtle notes from the roasts, so that the consumer can see the differences between regions and even

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The analyst adds that any drink that emphasises immunity-boosting or other health properties is set to perform above the category growth rates for the next 12-18 months, meaning green tea, tea with infusions and plant-based hot drinks can all expect to see strong sales in coming years. As in many categories, sustainability has made its mark on hot beverages as environmentally aware consumers have veered towards brands that satisfy their eco concerns, particularly in

relation to plastic waste. Within the coffee sector, Euromonitor in a report entitled ‘Coffee in Ireland’, published in December 2020, states that sales of premium coffees, such as organic coffee and coffee pods, are performing particularly strongly. “Fresh ground coffee pods have become hugely popular amongst Irish coffee drinkers in 2020. Thanks to increased sophistication of Irish coffee drinkers, fresh ground coffee pods are increasingly mainstream,” Euromonitor reports.

farms. Velo has always focused on producing specialty coffee, rather than the more traditional darker roasts. As consumer trends continue to follow that same trajectory, Velo is constantly adding to its offerings so the group has a coffee for every taste preference. Over the past several months, consumers have been upgrading their coffee beans and brewing equipment at home so that they can recreate the café experience. Although roasters around Ireland have been offering this for years, specialty coffee isn’t a product that has been easily available in the retail sector. Due to its success in the Grow with Aldi programme, Velo Coffee Roasters has been able to bring its specialty coffee to the retail space. The brand is on shelves in Aldi stores nationwide, Dunnes Stores and most recently, select Tesco stores across Ireland. As the group expanded its offerings in retail, Velo Coffee Roasters designed an entire line of recyclable packaging to ensure that it could offer customers sustainable packaging. Sustainability is a passion shared by Velo Coffee Roasters, its partners, and the speciality coffee market on the whole. Many of the environments where coffee grows and areas where growers live are under threat, like the rainforests of South America. It has become a priority of coffee producers to ensure that their beans are sourced sustainably and that they are implementing green practices in their own businesses. At Velo, the team has always worked to source its beans from the best sources possible. Its main supplier, Olam Specialty Coffee, provides beans from all around the world from Brazil to India, and it is continuously working with Velo to source the highest quality beans at

fair prices for growers, while also working to increase sustainability in the industry. Velo Coffee Roasters’ extensive range now includes coffees that are Rainforest Alliance Certiﬁed. Velo’s success is continuing to grow as the demand and interest of specialty coffee grows by leaps and bounds. The next step for the company is to grow its presence in foodservice. Hospitality businesses see the importance of supporting high quality, Irish producers and Velo sees a great opportunity to build partnerships within this sector. The business recently partnered with Sysco to ensure that its multi-award winning Velo Tandem is available daily across Ireland. With award-winning coffees at Blas na hÉireann Food Awards and the Great Taste Awards, Velo Coffee Roaster is well on its way to becoming the “go-to” choice for specialty coffee.

In partnership with Sysco, the multi-award winning Velo Tandem is available daily across Ireland

CATEGORY FOCUS Hot Beverages

L’Or has established itself as the largest Nespresso compatible capsules brand in Ireland

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Tassimo allows consumers to brew their favourite coffee shop quality drinks at home

Capsule champion The recent explosion in coffee machine sales is fuelling the single biggest hot beverage opportunity for Irish retailers: selling capsules for these machines. With one of the highest numbers of coffee shops per capita* in Europe, Ireland has fast become a nation of coffee lovers. Irish consumers now expect coffee shop quality from the comfort of their homes, leading to over 23% of households owning a coffee capsule machine**. Capsule sales have driven

Tweet tweet! Warbler & Wren has a new ﬂedging to add to its award-winning coffee range. Bare Cherry is a Rainforest Alliance Certiﬁed blend of strictly high grown Nicaraguan coffees and Brazil Fazenda coffees. Full bodied with cocoa, caramel and a light roasted nut note, it delivers on an excellent balance with a body that marries perfectly with milk. Locally roasted in Ireland, the blend has been passionately blended and perfected as have all the Warbler & Wren blends by master roaster, Garath Scully. With over 16 years of expertise in the coffee business, Scully brings a wealth of

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€8m (+20%) growth in the past 12 months***, with brands including L’Or and Tassimo leading the way. Tassimo is the largest coffee brand in Ireland***, with machines that brew consumers’ favourite coffee shop quality drinks – from creamy lattes to uplifting americanos – using high quality, real ground coffee beans in every cup. Capsules are fully recyclable^, and with brands including Costa, L’Or, Kenco and Cadbury’s, there is something for everyone. L’Or launched the ﬁrst aluminium capsule compatible with Nespresso^^ machines available in supermarkets in 2017 and has since established itself as the largest Nespresso^^ compatible capsules brand in Ireland***. All capsules are fully recyclable^, and the brand continues to premiumise the category with innovation across single origins and limited editions. The exciting news for retailers is this growth shows no sign of stopping. Coffee machine sales are expected to grow 20% this year,** fuelling further demand for capsules, which will account for almost half of all category growth***. With Christmas just over 100 days away, now’s the time to unlock your coffee category potential by focusing on the best range of Tassimo and L’Or capsules.

Barry’s Tea is celebrating 120 years in business since 1901

when dining out or enjoying tea on the go. “Master Blend is made using only our highest quality leaves for a richer, full-bodied ﬂavour,” says Denis Daly, master blender. Over the last two years, there has been a large increase in the demand for decaf tea. In October, Barry’s Tea will be launching a Decaf 160 blend to coincide with evolving consumer demand. Consumers want to enjoy the same great taste of Barry’s Tea Gold Blend but without the caffeine. “Our Decaf is exceptional and has all of the ﬂavour of Gold Blend, perfect anytime, day or night,” adds Daly. Barry’s Tea has always been committed to sourcing the highest quality blends The Barry’s Tea Master Blend allows consumers to enjoy a high-quality blend of black tea

*(Source: Allegra Coffee Report, Ireland 2020) **(Source: GfK data to June 2021) ***(Source: Kantar Worldpanel, MAT August 2021 ^(For recyclability details, visit Tassimo.ie or Lorespresso.ie) ^^(Trademark of a third party, not connected to Jacobs Douwe Egberts)

Celebrating 120 years in business 2021 marked a signiﬁcant year for Barry’s Tea; the much-loved Irish brand as it celebrated 120 years in business since 1901, bringing expertise and long-standing knowledge to tea buying and blending that is unique. To mark the occasion, Barry’s Tea will be launching a Master Blend Tea in a string, tag, and envelope format at the end of the year. This will be targeted towards true tea connoisseurs, to enjoy a high-quality blend of black tea

In October, Barry’s Tea will be launching a Decaf 160 blend

knowledge and craftsmanship that guarantees the best cup every time. Warbler & Wren prides itself on selecting only the ﬁnest 100% premium arabica beans and roasting in small batches to ensure consistency between roasts. Local heritage, provenance and quality mean everything at Warbler & Wren and over the pandemic, the company reports it has experienced an insatiable demand for quality coffee with provenance and authenticity. In addition to barista solutions, it has perfected coffee-to-go solutions that can bring the great taste of Warbler & Wren to the convenience environment without comprising on quality or taste. If you would like to learn more about Warbler & Wren coffees, why not come along to its coffee training centre based at the roastery, meet the team and taste some exceptional coffee. For further details, contact www.warblerandwren.com or on Facebook/ Instagram.

The Warbler & Wren brand helps enable consumer engagement and provides that much sought after “coffee culture”

L’OR IS THE LARGEST NESPRESSO®* COMPATIBLE CAPSULES BRAND IN IRELAND**

LATTE MACCHIATO

The Coffee AMERICANO

* TRADEMARK OF A THIRD PARTY, NOT CONNECTED TO JACOBS DOUWE EGBERTS

Capsule Explosion

HOT CHOCOLATE

CAPPUCCINO

MOCHA †

TASSIMO IS THE LARGEST COFFEE BRAND IN IRELAND** †

**KANTAR WORLDPANEL, MAT AUGUST 2021 FOR RECYCLABILITY DETAILS, VISIT TASSIMO.IE OR LORESPRESSO.IE

†

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54 CATEGORY FOCUS Hot Beverages

and the company started its sustainability journey some time ago. The tea is Rainforest Alliance Certiﬁed and the tea boxes are 100% recyclable and printed using vegetable-based inks. Most recently, the brand has worked towards switching its teabags to being fully biodegradable so they can be disposed of in consumers’ brown bins for composting. This has involved signiﬁcant investment in new technology to make this happen and in spite of Covid challenges, the group is succeeding. For an independent, family-owned, Irish business, this is a huge milestone. The brand’s apt tagline sums up its qualitycentered ethos: ‘We Make the Tea; You Make the Moments’.

Top coffee trends for 2021 With an increase in demand for speciality coffees and a rise in more refined tastes in the market, Bewley’s, Ireland’s leading coffee and tea company, has revealed its coffee trend predictions for 2021. Curated by Sheila Dowling, sales director and coffee expert at Bewley’s, the list of predictions showcases what Irish coffee connoisseurs can look forward to from the industry over the coming months and beyond. 1. Health and herbology Coffee brands will increasingly aim to support the physical and mental needs of consumers by using ingredients such as probiotics and CBD in their coffee roasts. 2. Exotic coffee flavours 3. Ethical coffee consumerism 4. Coffee fermentation labs Lab fermented coffees have started to emerge with pioneers of the new method using fermentation to create tastier, more flavoursome beans. 5. Molecular coffee The world’s first molecular coffee lab, Atomo Coffee, opened in 2020, signalling a new era for coffee creation that will make an exciting global impact.

Bewley’s has a proud reputation of being the first to adapt to many milestone moments in the Irish coffee industry. From being the first company in Ireland to introduce Fairtrade produce in 1996, to more recent endeavours in launching Ireland’s first bean-to-cup, a plantbased alternative coffee station for c-store operators, Bewley’s continues to have its finger on the pulse of trends that will benefit Irish coffee consumers.

Smoothly does it Seattle’s Best Coffee continues to build on its brand proposition of ‘uncommonly smooth’ coffee. This proposition is based on the brand’s belief that everyone needs great tasting, easy drinking coffee that doesn’t cost the earth, keeping things simple in true

to d e t t i Commnability sustai

American style. Another key element of the brand is its commitment to sustainability in three key areas, its people, the planet and the coffee: • The people Seattle’s Best Coffee is committed to offering safe, healthy living conditions and access to medical care for all farm workers, plus education for their children, fair wages and non-discriminatory employment policies. • The planet Seattle’s Best Coffee uses farming methods that promote long-term productivity, conserve energy and water, and minimise the environmental impact of coffee farming processes. • The coffee Seattle’s Best Coffee ensures price transparency with every coffee purchased, protects green coffee by conducting frequent quality checks and consistently improving the supply chain to build the future of the coffee and the economic livelihood of farmers. Following a burst of outdoor and radio to introduce the new tagline ‘Smoothly does it’ in late 2020, Aryzta will continue to communicate the sustainability message.

Tea and coffee shopper patterns

FAIRTRADE

Our coffee beans are 100% Fairtrade

Committed to 100% ethical sourcing

Served in 100% compostable cups

Seattle’s Best Coffee is committed to ensuring sustainability across three key areas: its people, the planet and the coffee

Based on Shopper Intelligence’s insights comparing 127 FMCG categories, coffee and tea have certain shopper behaviours in common, but each have their unique characteristics as well. Similarities centre around one of the main shopping motivations (fear of running out) and trading up to premium. On the other hand, in one of the two categories, shoppers are much more open to trying something new. Can you guess which one? Find out in the below infographic. ■

Different shopping mindsets for Coffee vs Tea % of shoppers who don't want to run out of this category 72%

% buy more to try something new and different

74%

% of shoppers who don't mind paying more for quality/something new

52%

62%

54%

Coffee

Tea

34%

Coffee

Tea

Shoppers often buy these 2 categories because they don't want to run out of them, particularly Tea. Remind of the occasions and good offers pre-store (leaflets).

Coffee

Tea

Coffee shoppers are more open to try something new or different than Tea shoppers. Focus on in-store triggers and ensure new and innovative products in Coffee, and popular brands in Tea.

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021 ShelfLife September 2021 | www.shelﬂife.ie

Shoppers are more likely than average to trade up, particularly in Coffee (ranked #17 out of 127 FMCG categories). Invest in Premium tier – shoppers trade up if they see the benefit. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

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56 CATEGORY FOCUS Mixers

Mixing it up

Mixers are the fastest-growing carbonated drinks category in Ireland. The mixer is now deemed as important as the spirit that goes with it and the market has responded with some exciting new premium offerings. Fionnuala Carolan looks at the main players making waves in the mixers category

ixers have seen a huge growth in recent times which in part is due to the soaring popularity of gin and darker spirits, and also due to consumers stocking up on supplies to make their favourite drinks at home during the past 18 months. This, combined with the long-term trend of lighter, lower calorie and lower sugar drinks, means

there has been a need for brands to broaden their product offering to include ‘healthier choices’ that strengthen consumers’ overall drinking experience. According to Brian Greer, marketing manager at Britvic Ireland: “A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit – to satisfy all drinking

Ireland’s number one mixer As Ireland’s number one mixer, Schweppes continues to bring the bubbles into consumers’ lives through its unique effervescence and sparkling campaigns. As people seek to recreate special drinks at home more often, the brand has gone from strength to strength; with the portfolio line-up continuing to grow, including new additions, 12x150ml mini can Schweppes Slimline Elderﬂower and Ginger Ale packs. For those wanting to explore something extra special, the Schweppes Signature Collection range has been carefully crafted with natural ﬂavours, perfect to make any mixing occasion delicious.

Accentuating the ﬁnest spirits

New additions to the Schweppes range include the 12x150ml mini cans

The Schweppes Signature Collection range has been carefully crafted with natural ﬂavours

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occasions and preferences.” As older favourites face competition from smaller brands, it is vital that retailers mix up their offerings to ensure they stock the bestsellers both new and old. To ensure you’re stocking the biggest and most exciting brands in the category, ShelfLife has a look at some of the top mixers on the market right now.

At the forefront of this evolving category and lighter drinking movement is The London Essence Company, a premium drinks brand producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences. Brian Greer, marketing manager at Britvic Ireland says: “Following the long-term trend towards sugar reduction across the world, and being consumers of premium drinks ourselves, we found that many “premium” options focused on natural credentials but were also very high in sugar. It’s important to deliver light, natural options that also have great taste to ensure overall enjoyment.” Through its relationship with the on-trade and conversations with world-leading bartenders, London Essence also recognised that high sugar mixers often overpowered the characteristics of the spirit partner, instead of enhancing them. With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar. In addition to the growing need for low calorie and lower sugar mixers, there has also been a huge shift change in the number of people reducing their alcohol intake following an increase in the low and non-alcohol drinks category. A trend that has not gone unnoticed

58 CATEGORY FOCUS Mixers

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From bartenders for bartenders

The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through mixer varieties

by The London Essence Company and its use of contemporary flavours making the whole range enjoyable on their own or mixed to provide low alcohol serves. “Thanks to the growing mixer market and continual product innovation, curious consumers now have plenty of options in terms of flavour and pairing,” adds Greer. “However, it is important to offer quality, taste and versatility first and foremost. A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit – to satisfy all drinking occasions and preferences.” The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through mixer varieties including Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, Pomelo and Pink Peppercorn Tonic Water as well as a delicate Ginger Ale and a White Peach and Jasmine Soda.

In the ﬁrst quarter of 2021, Thomas Henry, the Berlin-based company will expand its tonic range with two new tonic variants Thomas Henry Botanical Tonic and Thomas Henry Dry Tonic, both created according to the brand principle ‘From bartenders for bartenders’ with the support of well-known bartenders such as Maria Gorbatschova (Green Door Bar, Berlin), Karim Fadl (Bar Tausend, Berlin) as well as other bartenders from the international bar scene. “As a premium mixer expert, it is important to us to meet the continuously evolving demands of gastronomy as well as to actively react to the consumer behavior with new products and drink ideas,” says Sigrid Bachert, marketing and sales director at Thomas Henry. “These new tonic variants are ideal additions to our portfolio. Next to Thomas Henry Tonic Water, a versatile all-rounder with a tangy bitter note, we add a dry and sugar-reduced variant with the Thomas Henry Dry Tonic - and with the Thomas Henry Botanical Tonic, an excitingly mild and ﬂoral variant to our Tonic range.”

The new Thomas Henry Botanical Tonic is convincing with its balanced taste composition and its harmonious freshnesssweetness ratio

Thomas Henry Botanical Tonic will be available from October through Dalcassian Wines & Spirits

London Essence has a rich heritage of creating distilled essences which capture the ﬂavour of the ﬁnest ingredients to deliver aromatic signature notes and great taste

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The new Thomas Henry Botanical Tonic is convincing with its balanced taste composition and its harmonious freshnesssweetness ratio. Local and Mediterranean floral, herbal and fruity notes meet a pleasant and mild bitterness of quinine. Sloe, elderflower and spruce needle combined with natural tonic aromas, rosemary and juniper extracts bring life to the unique Botanical Tonic. A tonic that is ideal for a gin & tonic with floral and light gins and works equally well for light aperitif drinks

with vermouth or in other low-ABV drink creations. Thomas Henry Botanical Tonic has 7.9g of sugar per 100ml and will be available from October through Dalcassian Wines & Spirits. Thomas Henry Dry Tonic is the second new tonic variant created with a focus in the on-trade to meet the growing demand for less sweet and low-calorie drinks. Thomas Henry Dry Tonic is sugar-reduced, less sweet and therefore leaves more room to unfold the full taste potential of the spirits it gets paired with. In the taste, the tonic is rather dry, with citrus in the ﬁnish and a pleasant residual sweetness. With 6.5g of sugar per 100ml, Thomas Henry Dry Tonic is the ideal tonic composition for a refreshingly light and pleasantly dry taste experience for gin & tonic and other low-ABV drink creations. Thomas Henry premium mixers are now available in four-packs through O‘Briens, Tesco Ireland, Joyce’s and leading independents.

Made with imagination and fun! Made sustainably in Co. Wexford, inspired by a love for our island’s native ingredients, people and culture, Poachers Drinks is Ireland’s leading premium mixed drinks brand. Each drink in the Poachers collection is made with imagination, finesse, and a little fun, and realised in a stylish and natural way. The range has seven lower in sugar flavours that embrace unique, native Irish ingredients. Made to delicately enhance and never overwhelm premium spirits, they can also be enjoyed as a sophisticated no alcohol serve. This year, Poachers beat off competition from 95 products from around the world at the renowned Spirits Business Global Masters Series in London. Its Wild Tonic with Irish Elderflower was the first ever winner of the Taste Master award in the Tonic and Mixer Masters. The range also includes: Classic Tonic with Irish Thyme; Citrus Tonic with Irish Rosemary; Light Tonic with Irish Rosemary, Ginger Ale with Irish Apple, Soda Water and Ginger Beer with Irish Chilli. Poachers now exports to over eight countries and is available in select retailers and some of the most prestigious and innovative Irish bars and restaurants worldwide. For more information, visit www.poachersdrinks.com. ■

Retail re-opening: Trends emerging worldwide

Owen Clifford, Head of Retail Sector within Bank of Ireland, outlines five key trends that will enable bricks and mortar retailers to thrive within a post-Covid landscape Owen Clifford, Head of Retail Sector, Bank of Ireland

As communities worldwide emerge from their pandemic-induced cocoons, a number of trends are starting to emerge that will shape the retail landscape in the months and years ahead. The pace of change in the sector is unrelenting and progressive Irish retailers are continuously re-aligning their business models to meet evolving consumer demands and preferences. How Irish retailers adapt to the following ﬁve trends will determine their long-term sustainability.

1. Localism in action: The increase in remote working practices has led to increased footfall in regional towns and suburbs. We are all more aware that shopping locally is an intrinsic element of sustaining a vibrant, local community. Retail stores are critical to revitalising urban locations, helping stimulate local economies and social integration. A balanced, progressive retail strategy needs to be at the heart of any regional revitalisation programme. This strategy needs to support local retailers whilst also ensuring that footfall-driving nationwide brands are encouraged to maintain a regional footprint.

2. Phygital is here to stay: Many retailers now recognise that their online platform is the “front door” of their store. Greater cohesion between the physical store network and the online platform is now an imperative. The physical store will need to evolve to be both a showcase for the brand and an efﬁcient micro-fulﬁlment hub – facilitating improved click and collect offerings, faster home delivery and cost-effective product returns. The regional/”local” store has a key role to play in this regard.

Successful regional revitalisation must “support local retailers whilst also ensuring that footfalldriving nationwide brands are encouraged to maintain a regional footprint,” writes Owen Clifford

3. People development: The skillset required within the retail environment is changing rapidly. Retailers need to actively invest in up-skilling their personnel in areas such as data analytics, online fulﬁlment, supply chain management etc to reﬂect this evolving market. The creation of a structured employee development pathway will ensure that the best people are attracted and retained. Investment in people and technology is an imperative to ensure that a top-class customer service is delivered consistently.

4. Specialist stores: In a world that offers unprecedented choice, consumers are now returning to specialist stores seeking expert advice and quality across a range of categories. The consumer wants to treat themselves but is also conscious of production ethics, provenance and supply chain transparency. Retailers that can deliver bespoke, customised products and services will create brand ambassadors and importantly loyal customers prepared to pay more on a regular basis. In a competitive marketplace, standing out, not ﬁtting in, will drive longevity.

5. Re-think the city centre approach. As “localism” thrives, the future of the city centre store is now being questioned. Psychologists tell us that we are at our core “social beings”. We will once again pack out venues

to support our favourite sports teams or listen to our favourite bands when we could easily do the same from the comfort of our sofa. Why? Because we value and enjoy the human interaction and overall experience that these events provide. A trip to the city centre will also continue to offer an escape from our busy lives and an experience that online shopping cannot replicate – seeing, smelling, trying and testing products, touching them, speaking with knowledgeable sales staff, engaging with other people in-store. Retailers will need to reconsider the focus and re-configure their city centre stores – they will become showcases for their brand – carrying less stock but a more interactive, advice led and entertainment focused proposition for the shopper. Many commentators outlined that Covid-19 would be the death knell for bricks and mortar retail. The post-lockdown sales data emerging from Ireland and globally suggests that this was a premature obituary. Whilst Covid-19 has certainly accelerated the digital transformation of the sector, physical stores remain integral to its continued success. Covid-19 lockdowns stripped societies around the world of social interaction, whilst revealing how physical retail can fulfil this basic need. This new-found awakening is something that retail businesses must react to now; stores are a social space that can energise and revitalise society. In supporting local retailers in the months ahead, we will strengthen the foundations of vibrant, local communities. Let that be our response and legacy to Covid-19. ■ www.shelflife.ie | ShelfLife September 2021

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60 CATEGORY FOCUS Household

Cleaning up!

During the Covid-19 pandemic, household hygiene has become more important than ever to help safeguard against the spread of the virus. Alongside this, the work-from-home revolution has meant that the house or apartment is no longer just a home, but a workplace, gym and study spot too, with the result that constant household upkeep has become essential for your shoppers, writes Gillian Hamill

s a recently published report by Mintel entitled ‘Global Household Trends 2021’ states: “Cleaning products have been extremely important during the pandemic because they are now part of consumers’ safety strategy. People want assurance that they are killing the virus and preventing its spread, and they especially want to know that they’re using the right products at the right time and in the right way to reduce their risk of getting sick.” As such, household cleaning products and homecare brands have an opportunity to deliver greater peace of mind for consumers, which will reinforce their status as trusted, reliable brands and create repeat purchases. In fact, Nielsen reported in March of last year, that within the Irish market, sales of disinfectant sprays and wipes were up 24% on the same period last year, whilst sales of soap and antiseptics were up 6% on the previous month. “A certiﬁed ability to kill Covid-19 brings one layer of assurance,” Mintel’s global report continues. “Apps that track how the virus is spreading in the community and tell consumers where cleaning products are in stock are supplementary tools that will build loyalty and trust. As consumers embrace mental wellness during quarantine, there is an opportunity for specialised products that support their quest. Cleaners for exercise or craft rooms will grow category margins.”

their mental and physical wellbeing with products, routines, and philanthropy”. Mintel’s ‘Rights’ trend driver also “underlines the need for consumers to feel respected, protected, and supported. Homecare brands will have a new responsibility to educate and nurture people and assist in narrowing the divides that exist in society”.

Safe and serene

Circular economy solutions

Mintel also pinpoints a number of trends that are becoming increasingly pertinent within the homecare sector. “The pandemic has forced people to withdraw from society,” the analyst states. “We now work, study, exercise, and play at home, and that has added a layer of stress that has brought many people to a breaking point. The ‘Safe Home, Serene Home’ trend explores how household brands can preserve consumers’ mental and physical wellbeing with products, routines, and philanthropy.” Under the ‘Wellbeing’ trend meanwhile, Mintel writes that “homecare brands can be critical allies in helping consumers preserve

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Task-specific cleaners We can also expect to see task-specific cleaners become more prominent within the market according to Mintel. “As the pandemic raged on, we engaged in at-home activities that support our mental and physical wellbeing,” the report states. “These activities, whether cooking, crafting, or exercising, have become critical for a population that is squeezing every bit of potential from their homes for the sake of their health. While recent years have seen an increase in consumer preference for all-purpose cleaners, the lockdown lifestyle presents a unique opportunity for brands to develop more emotional marketing around healthful activities and the specialised cleaners that they require. For example, 64% of US adults exercise at home, and this suggests growth potential for exercise-specific cleaners. When we consider this together with the fact that more people

Irish manufacturer, VivaGreen, is offering circular economy solutions for retailers with its Tru Eco range of eco-friendly household cleaning and laundry products made in Ireland. The Tru Eco range of products is made from plant-based and biodegradable ingredients and each bottle is made from 100% recycled plastic, creating a circular economy product that is reusable, recyclable, and reﬁllable. The range includes an All-Purpose Cleaner, Washing-Up Liquid, Non-Bio Laundry Detergent, and Fabric Conditioner. Tru Eco also offers a reﬁll solution, which

have raised both self-care and homecare to an art form during the pandemic, we can foresee the pendulum swinging back to task-speciﬁc cleaners.” Household cleaning brands also have an opportunity to increasingly link themselves with health and wellness apps and organisations; encompassing a holistic approach to wellbeing. “Apps that track and report on our sleep, diet and exercise are becoming more prevalent,” Mintel writes. “As cleaning becomes a component of the wellness lifestyle, data-driven tools that track chores and monitor germs and even caloric expenditure during homecare will help create a routine around this work and solidify its status as a wellness activity. For household care brands, this suggests a host of partnership opportunities that will forge stronger links between homecare and wellness. Beyond cleaning-speciﬁc apps like Tody, building cleaning components into exercise apps like Fitbit or mental meditation apps like Calm takes cleaning brands further into this new frontier. Even music-streaming tools like Spotify have teamed up with cleaning brands for ‘cleaning playlists’ that help transform a chore into a wellness routine. This points to growth potential during the pandemic and beyond.” The full Mintel report can be downloaded at www.mintel.com/global-household-trends.

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Leading sterilising expert

The Tru Eco range includes an All-Purpose Cleaner, Washing-Up Liquid, Non-Bio Laundry Detergent, and Fabric Conditioner

closes the loop on plastic waste. By refilling, people can reduce their environmental footprint, minimise plastic waste as well as lowering carbon emissions. The bespoke Irish-made Tru Eco refill stations hold 20L drums of all four Tru Eco products. VivaGreen collects, refills, and returns the drums to the store to start the loop again – a truly circular economy product. Tru Eco refill stations are being rolled out in SuperValu stores nationwide, where shoppers can bring their empty bottles to refill in-store at a cheaper cost. According to Jim O’Keeffe, SuperValu Bantry store owner, the team is thrilled to offer a refill solution. “Sustainability is at the forefront of our business strategy,” he says. “We see more and more of our customers seeking greener solutions while shopping so we are thrilled to offer our customers a simple refill solution for their household cleaning products that will help them protect the environment and save them money too. We aim to reduce plastic waste and to offer convenient green options for our customers.” Bantry is the first SuperValu store in Cork to offer customers a Tru Eco refill station. The product range is available in SuperValu stores nationwide and Dunnes Stores Cornelscourt, Dublin and Jetland Shopping Centre, Limerick. “We are delighted and proud that our Tru Eco range and refill stations are available to SuperValu shoppers,” says Russell Walsh, joint managing director, VivaGreen. “We see our refill solution like the plastic bag levy – you buy our Tru Eco product once and

VivaGreen is on “a mission to be a leader in the development of circular economy products and to support local business,” says joint managing director Russell Walsh

ShelfLife September 2021 | www.shelﬂife.ie

then you return to reﬁll your empty bottle in-store at a cheaper cost. This not only saves consumers money, but it reduces plastic waste in our communities and supports small Irish businesses.”

Tru Eco offers a reﬁll solution, which closes the loop on plastic waste

“We are on a mission to be a leader in the development of circular economy products and to support local business,” Walsh adds. “We are committed to working with retailers and communities to make green living more accessible for people.” VivaGreen’s Tru Eco range and reﬁll stations are also available in eco-stores nationwide and Joyce’s supermarket, Galway.

The number one expert in sterilising, Milton has been trusted for over 70 years by hospitals and families around the globe. Milton’s hygiene range of products, which contain 100% plant-based active ingredient, have been tested on and are effective against coronavirus. For home cleaning, Milton is a must-have on all store shelves. The well-known Sterilising Fluid or Tablets can be used daily to disinfect floors, all kitchen surfaces and bathrooms. The Sterilising Fluid is highly versatile and can be used in so many ways, such as to disinfect kitchen sponges and destain and brighten clothes. Milton Antibacterial Surface spray is also an essential household product. It’s totally plantbased and, unlike the majority of household sprays, it kills bacteria and viruses including coronavirus in five minutes. It is ideal to clean and disinfect kitchen surfaces, fridges, cupboards, sinks, high chairs, bathrooms and in particular toilets. For door handles, mirrors, small items like the house keys, mobile phones, the inside of cars or shopping trolleys, the Milton Antibacterial Surface Wipes are convenient and effective. Their formula contains a 100% plant-based alcohol derived from beetroot and just water, so there is no need to rinse. As well as being effective on viruses from 30 seconds, they are also eco-friendly as their fabric is biodegradable. With trusted Milton products, there’s no need for consumers to choose between efficacy and safety, Milton is reliable in all areas and highly regarded by customers*. *(Use biocides safely. Always read the label and product information before use. Tested on bovine coronavirus according to EN14476+A2:2019).

Brands need to provide ‘more tangible, positive evidence’ of their green credentials: Mintel A further report by Mintel entitled ‘2030 Global Household Care’, shares some interesting insights about the sustainability of household brands. “Homecare brands have traditionally focused on the environment to demonstrate sustainability,” Mintel states. “Packaging that reuses existing materials, or prevents the creation of new ones, will continue to be a main area of focus, alongside ingredient sourcing that has no detrimental effect. Finally, social justice and human rights will become bigger issues. Homecare brands will be expected to make a difference in the lives of people, as well as the

environment.” Start-up and homegrown brands which have focused on the environment from the beginning have built up consumers’ trust in this regard. “Transparent and tangible claims,” will prove vital, Mintel adds. “Consumers are becoming savvier to marketing tactics and the idea of ‘greenwashing’ is leading to a backlash against some generic terms like ‘eco-friendly’, ‘green’, and ‘clean’,” the analyst states. “Brands will need to provide more tangible, positive evidence of how their products and services make a difference in the world.” ■

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64 CATEGORY FOCUS Newspapers

Read all about it! Research has shown that people’s appreciation and value of journalism has increased signiﬁcantly since the onset of Covid-19 as the public looked to reputable sources to keep informed. A study by Behaviours & Attitudes shows that newspaper purchasers spend an average of €14 per trip, demonstrating the importance of giving the leading titles a prominent position in-store

espite being able to consume news 24 hours a day, the tangible experience of sitting down with a newspaper cannot be replaced. While there have been challenges that have struck the newspaper sector in recent years, Ireland’s newspapers are in good stead thanks to innovation, modernisation and continuing high standards. Newspapers remain a vital source of reliable information; a source we’ve all greatly relied upon. Digital media may have transformed the way we consume news, but the leading titles on the newsstands are still a major part of the fabric of daily life in Ireland. One of unlikely outcomes of the pandemic is a move away from the relentless screen usage for leisure time due to screens dominating other parts of our lives like work and home schooling. Our overreliance on technology has made some people crave the need to ‘unplug’ in order to relax. The challenge is to keep print and digital products in tandem with one another so that they are both equally relevant to the reader and one is not cancelling out the other. In addition, many of the brands have been making signiﬁcant investments in their print products. Glossy magazines and special supplements on music, sport, gardening and historic events in weekend papers are bringing more readers and younger readers to the titles. On the digital side, newspapers have raised subscription prices but are still struggling to get a fair share of the advertising market

ShelfLife September 2021 | www.shelﬂife.ie

from their online products. Vincent Crowley, former chairman of newspaper representative body NewsBrands Ireland told an Oireachtas Committee on Media last year that the paradox of the Covid-19 pandemic is that publishers are now reaching more readers than ever, but this is not being translated into advertising. Publishers are looking for a reduction in VAT of 5% on newspapers and digital products, which would reduce the VAT to 0% as is the case in Britain. They are also asking the government to tackle the dominance of tech platforms in the digital advertising space. “Digital advertising is being hoovered up by the likes of Google and Facebook, who took €425m in digital advertising from this market last year, compared with €26m for national news publishers,” said Crowley.

According to DMG Media, the good news is that the year-on-year decline of the newspaper market is slowing down and revenues for last year were down only 1.5% against the previous year. This is partly due to an increase in the cover price and a campaign to incentivise retailers to get behind the brands by displaying posters in store and increasing the number of facings. Collaboration between the newspaper industry and retailers is key to helping to maintain and grow the sector. A study by Behaviours & Attitudes shows that newspaper purchasers spend an average of €14 per trip, including the price of their newspaper, which generates an estimated €1.9 billion in direct and indirect sales to the retail sector showing the continued relevance of the newspaper category to retailers’ bottom line.

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66 CATEGORY FOCUS Newspapers

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DMG Media

David Vaz, circulation manager, DMG Media

David Vaz, circulation manager, DMG Media, outlines how the Irish Daily Mail, The Irish Mail on Sunday, the i newspaper and the group’s digital portfolio, are currently performing

Q: What are the latest circulation and readership ﬁgures for your titles, and how do these compare to last year’s ﬁgures? A: The newspaper market has not recovered the losses due to Covid-19 with decreases across the board and DMG Media titles were no different, which were down in line with both the daily and Sunday market. The weekday edition of the Irish Daily Mail has shown signs that the year-on-year decline is slowing down and is performing well against the market. Saturday and Sunday have recorded better performances and this is testament that the weekend market has remained buoyant throughout the pandemic. DMG Media revenues from newspaper sales for the last 12 months were only down by 1.5% against the previous year, with nearly €21.5m going through retailers’ tills; this because of cover price increases on the Irish Daily Mail in February 2021. The i newspaper was launched into the Republic of Ireland last year in June, a paper also owned by DMG Media. It publishes Monday to Saturday and has a fresh and exciting look at UK and world news, business, opinion, lifestyle, culture and sport. We have some very exciting plans to increase the sales of the i newspaper into the future.

Q: How does your online publishing complement your printed editions?

A: The Irish Daily Mail and The Irish Mail on Sunday have slightly different gender proﬁles (male/female - 54%/46% daily and 51%/49% Sunday) with both publications having a stronghold in the important ABC1 group, (ABC1 proﬁle - 50% daily and 49% Sunday). Both are over indexing against population, which is 43%.

A: Along with our two national newspapers, The Irish Daily Mail and The Irish Mail on Sunday, we are Ireland’s largest digital publisher. Our portfolio includes Extra.ie, Evoke, RollerCoaster.ie, OneFabDay.com, GeekIreland. com and MailOnline, which together reach over 3.6 million Irish adults every month. DMG Media Ireland has become the ﬁrst member of IAB Ireland to achieve the IAB Gold Standard certiﬁcation for its stable of digital brands. Through our print and digital publications, we play an active and positive role in not just the media, but in Irish society as a whole.

Q: Innovation in publishing is key for newspapers – what developments have you introduced in the past year to drive your group forwards and stand out from rivals?

Q: How can the challenges facing the newspaper industry, including a greater reliance on online content among consumers, be overcome?

A: It is important to recognise the part that retailers play in ensuring that our titles are available and on sale and we have continued to interact with the trade. During the summer, we launched our Sunday display initiative. The incentive for retailers who displayed our posters and increased the number of facings for The Irish Mail on Sunday was to win a share of €10,000 with ﬁve retailers winning €200 each and every Sunday for 10 weeks. The response from the trade has been fantastic and some of the displays offered were very encouraging. We will continue to maintain a good working relationship with the trade to improve sales.

A: DMG Media has a proud record when it comes to investing in our products with both the Irish Daily Mail and The Irish Mail on Sunday bringing the big stories to our readers. It is important that newspapers maintain high standards and keep the trust of the public. Some of the stories, which we have broken this year, have challenged different sectors including those in government and health. The message to our readers has remained consistent throughout the pandemic and supportive of the challenge to beat the virus. Newspapers still have a future and DMG Media leads the way with our fantastic offering of news, health and sport to seize the day…. every day!

Q: What is the proﬁle of your newspapers’ readership demographic?

NewsBrands Ireland

Colm O’Reilly, chairman of NewsBrands Ireland

Colm O’Reilly is the chairman of NewsBrands Ireland, the representative body for Ireland’s national print and digital newspapers. He is CEO of the Business Post and has over 25 years’ management experience in the media, investment management, drinks, and hospitality industries across Ireland, UK and US

Q: How has Covid-19 affected the newspaper industry? With many unreliable news sources available across social media, are readers increasingly turning to newspapers as a credible news source? A: Research has shown that people’s appreciation and value of journalism has increased signiﬁcantly since the onset of Covid-19. Against a backdrop of fake news and misinformation, I think the high quality content that Irish newspapers have produced has

ShelfLife September 2021 | www.shelﬂife.ie

re-invigorated the public’s appetite for fact checked, responsible news and that is a huge positive for our industry. All across the world, news publishers have seen massive growth in engagement with readers, and our members have seen an uplift in sales and trafﬁc across all platforms. Q: What are the key trends currently shaping print media and how are newspapers innovating with new developments to meet their audience’s needs?

A: The key trend shaping print media continues to be a commitment to a quality product – trustworthy, must-read journalism and a quality print product which consumers will want to purchase. Over the past few years, many of our members have continued to make signiﬁcant investment, not just in digital but in their print products as well. Glossy, high-quality weekend supplements and magazines, special supplements covering major sports, news, and historic events, and high quality journalism >>

Newspapers CATEGORY FOCUS 67

€1.9bn Newspapers still stack up for Ireland’s retailers

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Sources: *Newspread **Behaviour & Attitudes – November 2019 / C-Store Study

A: The combined weekly sale of NewsBrands’ members print titles is 2.2m copies making it a core component of the business and current revenue model. Although our news publishers are innovating and investing hugely in their digital product, retail remains our core route to market and research proves that newspapers remain a highly proﬁtable retail product category. A study by Behaviours & Attitudes shows that newspaper purchasers spend an average of €14 per trip, including the price of their newspaper, which generates an estimated €1.9 billion in direct and indirect sales to the retail sector. Compare these ﬁgures with another category such as bottled water which is worth €178 million and it shows

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A: Continuous innovation is core to the future of news publishing, both print and digital. Our

A: Our annual awards, which are sponsored by the National Lottery, are one of the most anticipated events in the Irish media calendar. It’s a celebration of our industry and a recognition of the work of our journalists. The latest government announcement regarding a relaxing of restrictions is giving us hope that we can have an in-person awards ceremony this year which is something everyone is looking forward to, following the tumultuous events of the past 18 months.

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Q: In your role as chairman of NewsBrands Ireland, what is your strategy to increase newspaper readership, particularly among younger people, and how will you work with retailers to achieve these goals?

Q: How important is your relationship with retailers?

Q: How important are the NewsBrands Ireland Journalism Awards in terms of recognising and rewarding excellence and generating pride within Ireland’s newspaper industry?

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A: Investing in quality, impactful journalism is at the core of what newspapers do. The results of which can be seen in the countless examples of agenda setting newspaper journalism in recent years. The Sunday Times investigation into corporate governance in the FAI, The Irish Mail on Sunday’s Beacon Hospital scoop, and the Irish Examiner’s GolfGate revelations are just three recent cases of painstakingly researched stories which dominated the news agenda when they broke. Our members continue to be one of the most signiﬁcant employers in Irish media, training and recruiting new talent, and funding time consuming and complex investigative journalism projects that are essential to democracy.

the continued relevance of the newspaper category. Collaboration between our industry and retailers is key to helping to maintain and grow the category.

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Q: Is Ireland continuing to invest in print media, long-term investigations and training young up-and-coming investigative journalists?

member publishers recognise that industry collaboration is vital to meet the challenges facing the industry and, that by working together, we can secure a sustainable future for quality journalism. One way we work together is by running our annual Press Pass secondary schools journalism programme which has been running since 2012. It aims to foster a love and appreciation of newspapers and good journalism from a young age by supplying students with newspapers and teaching them the basics of creating their own journalism. Over 100,000 students have taken part to date and it has a loyal and growing number of schools taking part. The programme is coming up for sponsorship this year and we have exciting plans to develop the initiative.

Newspapers

>> all give readers a reason to pick up a paper. There has been a noticeable move away from the relentless screen usage which has come into play in the past year, and people are switching from screen-based media to embracing more engaging alternatives like reading newspapers and magazines.

The Irish newspaper business has changed but there is one thing that hasn’t and that’s Irish people’s love for their national and local newspapers. Irish newspapers are collectively worth €270m* in sales to Irish retailers each year. But the commitment of people to their favourite paper means that they spend an average of €14** each time they go to shop for it….many times each week! So the true value of direct and indirect sales generated by Irish newspapers is €1.9bn per annum**. Newspapers drive prot. And that’s a fact that really stacks up.

www.shelﬂife.ie | ShelfLife September 2021

Newspapers

Colm O’Reilly, CEO of the Business Post, outlines the latest developments taking place across the group

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The Business Post Media Group

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68 CATEGORY FOCUS Newspapers

Colm O’Reilly, CEO of the Business Post

Q: What are the latest circulation and readership figures for your titles, and how do these compare to last year’s figures? A: The current combined print and digital circulation for the Business Post is 30,380, up 2.4% on the same period last year. Over the last 18 months, since Covid emerged, we have seen the public return to high quality fact based Irish journalism. Readership of the Business Post across all our platforms recorded strong double-digit growth during this period. We were particularly pleased to see newspaper volume sales in ROI perform very strongly and the newsagent channel recorded double digit growth as well. Content is king and we have invested significantly in our newsroom, journalism, and reader experience over the last three years. Our strong brand recognition and community affinity is strong and has been rewarded as the public rejected fake news and misinformation. That has seen our combined print and digital circulation consistently grow and remain in excess of 30,000 on a weekly basis. Q: What is the profile of your newspapers’ readership demographic? A: The Business Post appeals to an AB/ABC1 audience offering essential opinion, insight, and analysis for business leaders and owners across Ireland balancing expert business and political journalism of the main title with highend lifestyle content from Food & Wine, Irish Tatler and the Business Post magazine. We see this carry through to our digital audience, over 40% of whom are c-suites/business owners/ directors. Q: How have you navigated the challenges posed by the Covid-19 crisis and what do you see as the long-term impact of the pandemic on the newspaper market? Have newspapers become more important as a trusted, credible news source? A: Covid posed a challenge for all businesses and when the crisis first set in, we made a decision to put resources in place to ensure the level of quality journalism we were delivering did not falter so while others pulled back, we committed to delivering more content each Sunday and during the week through our digital channels. Traditional channels of content distribution continue to change at a pace never seen before which was accelerated by Covid and we at the Business Post are always striving to make sure our audience and community of loyal readers, in press and online, is best served by our investment in the product and the quality of our outputs in all arenas. By ensuring all

ShelfLife September 2021 | www.shelﬂife.ie

channels operate in tandem, rather than a print or digital first mentality, we believe this is the best approach to future proof the Business Post brand against any long term, lingering effects of the crisis that has fundamentality changed a lot of basic media consumption practices in people’s day-to-day lives. Newspapers have always been the backbone of high quality, fact checked journalism that acts as the go-to news source for every other medium and this became even more noted by the general population across the pandemic as we saw demand for trusted content soar through increased paper sales and digital subscriptions. While there will be a natural levelling off of this demand as society opens up again after 18 long months, the pandemic pushed people back towards credible and reliable news sources against a backdrop of dangerous #fakenews which has once again solidified and brought to the fore the vital role played by newspapers in our society. Q: Innovation in publishing is key for newspapers – what developments have you introduced in the past year to drive your group forwards and stand out from rivals? A: Following the acquisition of the Business Post by Kilkullen Kapital, 2019 was a huge year for the group that saw the company transform our flagship title in press and online, continue our acquisition process, and make strides to complete our vision in becoming The Business Post Media Group. (BPMG). The new acquisitions for BPMG included Food & Wine, Irish Tatler and Auto Ireland. In addition, BPMG’s conferences and events business also acquired the Hospitality Expo and Fitout Expo brands and invested in Digital DNA (Belfast),

Speakers Bureau (Boyle) and AI firm Tribe 101 (Dublin). Food & Wine magazine was launched in October 2020 and is free with the Business Post on the first Sunday of every month and Irish Tatler was launched in November 2020 and is free with the Business Post on the second Sunday of every month. Strategically these titles were acquired to compliment the Business Post and add depth and breadth to the already existing great business and political content. Q: Sustainability is becoming an increasingly important concern for many consumers. How has your group worked to improve your sustainability credentials? A: The Business Post is printed on two main paper stocks and both suppliers of these stocks are heavily engaged in sustainability processes. Our actual newsprint is 100% recycled. The Business Post also provide over run papers to a company called Ecocel – they use it to produce sustainable home insulation products. Q: What are the benefits to retailers of the trade terms in stocking your titles and how have you worked in partnership with retailers to drive sales? A: The Business Post continues to maintain a strong margin for its retail partners in a tough trading environment. The support of retailers has been key in driving the Business Post’s strong performance and that is why it is as important as ever to ensure all newspapers are displayed prominently and properly. We look forward to continuing our work with retailers to maximise sales and explore further retail opportunities in the future. Q: How does your online publishing complement your printed editions? A: In November 2019 the title rebranded to the Business Post to reflect our reader/ subscriber offering across the seven days of the week rather than just being a weekend publication. The Business Post print edition is our key offering to our consumers however this is supported and complimented by daily online content that builds throughout the week. As well as the Business Post main edition, all our magazine titles are available in digital format, through the e-Reader. Q: How can the challenges facing the newspaper industry, including a greater reliance on online content among consumers, be overcome? A: Consumption of news and media continues to evolve and change at a rapid pace. It is the responsibility of publishers to continue to offer best in class coverage and analysis that readers cannot get anywhere else. By committing to high quality fact checked journalism, the Business Post along with other Irish titles will remain relevant in both print and online and will continue to be a muchneeded reliable source of news for society. ■

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Magniﬁcent in Munster Carry Out The Reeks in Killarney was named Munster OffLicence of the Year 2021. Here, retailer John Fleming explains what makes the store stand out from the competition

Hennessy (Edward Dillon) sponsored the NOffLA Munster Off-Licence of the Year Award

Q: What are the factors that led to you winning a NOffLA Award and how do you stand out from competitors?

FACT FILE Carry Out, The Reeks, Killarney Store size: Approx. 1600sq ft Number of staff: 20 across three stores

Carry Out The Reeks in Killarney, the deserving winner of this year’s Munster Off-Licence of the Year Award, first moved into its current 1,600sq ft location three years ago, after spending 15 years in its former 900sq ft unit. The team were justifiably delighted with their win at the latest NOffLA Off-Licence of the Year Awards. “Our first time entering the NOffLA Awards we managed to pick up Best New Store,” says retailer John Fleming, “but to go and top that the following year with the Munster Store of the Year is amazing!” Between the group’s three stores, there is currently a mix of 20 full-time and part-time staff. John Fleming is fulsome in his praise for the team; “a lot of whom have been with us for years. The stores are nothing without the crew behind the counters.” We caught up with him to learn more about how the business has fared during the pandemic and the group’s plans for the future.

A: We carry a large range of products in all our departments of wine, beers and spirits. We try and support local as much as we can, and this has set us apart from some of our rivals. The local Killarney Brewing and Distilling Company has offered great support in our craft beer range and we feel this has beneﬁted our stores. Q: What are your current bestselling brands/ranges in-store and why do you believe these products are proving popular?

Retailer John Fleming with staff members Mikey Cronin and Siobhan Talbot, proudly displaying their award

Q: How has Covid-19 affected your business and how have you navigated the challenges involved? A: We have found Covid to be challenging, we have been one of

The 1,600sq ft Carry Out store can offer a choice to suit all budgets

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the lucky few industries to remain open throughout this terrible pandemic and have adapted our business according to the rules and recommendations. We grew our workforce in the off-licence by four.

The local Killarney Brewing and Distilling Company has offered great support in the store’s craft beer range

A: Since our move three years ago, we have increased our wine range and offerings but it’s the Irish whiskey category we have really got behind. We feel we are on the right road in supporting all the new distilleries that are starting to pop up in this growing sector. We have just released our secondever single cask in partnership with the guys at Echlinville Distillery, a 14-year-old Dunville’s single malt PX sherry cask ﬁnish. Our ﬁrst release was also this year which was with our neighbours in the Dingle Distillery; it was a founding father cask in a full-term port cask. Q: What are the advantages of belonging to the National OffLicence Association? >>

Carry Out The Reeks offers a large range of products in all departments of wine, beers and spirits

NOFFLA NEWS

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Carry Out The Reeks has a smart and inviting exterior

>> A: Since joining the National Off-Licence Association, we feel we have managed to excel our business and use the tools they provide, from online training videos and seminars to new and upcoming brands, plus the added competition of going up against some of the best stores in the country to see where we sit. The competition among the crew here has been great with everyone looking to dig in and try new ideas to help develop the business and look after our much-valued customers. As always, I would like to thank the crew we have here in the shops for their dedication;

from going on the training courses that NOffLA provides, to going the extra mile to assist our customers. All their hard work is very much appreciated by myself and my wife Mary. Q: How useful do you ﬁnd social media in marketing your business? A: Social media has been a real driver of our business and I feel without it we wouldn’t be where we are today. It’s as important as ensuring the store is fully ‘faced off’ and clean. We have really focused on social media in the last year and hope to push on to the next level over the coming years.

With a broad choice available, trained staff are happy to give expert advice and recommendations

Judging begins for National Off-Licence the Year Awards 2022 Could you be the next winner? Exclusive to NOffLA members, the Off-Licence of the Year Awards 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 2022.

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. The competition allows you to look at the key performance indicators in your business and compare them year-on-year. The initiative also gives you a mechanism to gauge how good a shop you run in comparison to your peers and allows your staff to work towards improving standards. What’s more, it builds consumer and trade awareness

• • • • •

National Off-Licence of the Year 2022 Regional Off-Licence of the Year 2022 Best First Time Entrant 2022 Food Retailer Off-Licence of the Year 2022 Customer Service Award of the Year 2022

• • • • •

Spirit Specialist of the Year 2022 Beer Specialist of the Year 2022 Wine Specialist of the Year 2022 RTC Online Trainee of the Year 2022 Responsible Retailer of the Year 2022

through an established PR campaign working with the media. All entrants will receive an invitation to attend a gala evening with all your friends in the offtrade.

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.

Judging

Marks

There will only be one round of judging for 2022 due to Covid-19 restrictions.

Overall appearance

200 marks

Hygiene

100 marks

Wines

300 marks

Beers

300 marks

Spirits/liqueurs

300 marks

Customer service

300 marks

Judging criteria Judging will be conducted in accordance with the pre-set judging criteria by an independent judge appointed by NOffLA. The judging process and the criteria are reviewed and developed each year to provide you with helpful guidelines to be used as a valuable management tool for your outlet on an ongoing basis. The criteria cover a broad spectrum of activity within an off-licence. For the overall award process, it is expected that the award winner meets all customer

Blind tasting An informal blind tasting will take place on the day of the awards ceremony. This will depend on Covid-19 restrictions.

The winners All winners will receive a specially designed framed certiﬁcate and a banner which speciﬁes the category win. ■

Market & promotional 250 marks Facility atmosphere General TOTAL

200 marks 50 marks 2,000 marks

Each entrant judged will be awarded a Certiﬁcate of either Excellence, Merit or Standard which will enable you to benchmark your performance each year.

www.shelﬂife.ie | ShelfLife September 2021

APPOINTMENTS

VM Digital makes two significant hires Ventura Marketing has rebranded and will now go by the name VM Digital. The brand refresh is part of the company’s effort to better reflect its enhanced service offering as a video-focused, marketing agency. “Over the last year, we have spent some time reflecting, looking inwards and uncovering what we love to do and where our combined team strengths lie,” the company said in a press statement. “After many chats with clients, mentors, think tanks and hours of Zooms we have taken a little leap and refreshed our brand from Ventura Marketing to VM Digital to better reflect our enhanced

service offering as a video-focused, marketing agency that generates leads and gets results.” As part of the refresh, VM Digital recently made two signiﬁcant hires. Eleanor McGleenan joins the company as its new pay per click and social media campaign strategist. McGleenan will help generate leads and get results for clients. Meanwhile, Artur Burkalo, who is heading up the web design and development team, has extensive experience across all aspects of web, SEO and e-commerce and is always focused on conversions. “We’re so excited to see what the future holds for VM Digital and we hope that

Enet appoints Lisa Gillivan as marketing manage Lisa Gillivan Enet, Ireland’s largest open access network provider, has appointed Lisa Gillivan as its new marketing manager. With nearly a decade of experience in the marketing and advertising industry, Gillivan joins Enet from Panda Power where she held the role of head of marketing. Prior to this she spent a number of years in Australia in a variety of marketing and advertising roles. Gillivan will now have responsibility for driving awareness of Enet’s ongoing projects, including the delivery of broadband services over the state’s fibre optic network, as well as being a key supplier to the rollout of the National Broadband Plan. With a proven track record in marketing across multiple industries, Gillivan also brings significant skills in digital marketing, campaign management, SEO, and web development to the role. Qualified with a Bachelor of Commerce featuring a Marketing specialisation from the National University of Ireland, Gillivan also has a Professional Diploma in Digital Marketing from the Digital Marketing Institute and a Professional Diploma in UX Design at the UX Design Institute. Commenting on the appointment, Peter McCarthy, CEO at Enet said: “We’re delighted to be able to make an appointment of such high calibre to head up our marketing team. Lisa has already made a significant contribution to the business since joining us, and I am looking forward to working with Lisa in her new role as we continue to drive the growth of Enet.”

Two new promotions at Heneghan Heneghan, one of Ireland’s leading strategic communications consultancies, has announced two internal promotions. Fiona Peppard has been appointed to the role of senior account manager and Colm Kearns has been appointed account manager. Peppard joined Heneghan in March 2018 and takes a leading strategic and tactical role across a range of corporate, healthcare and technology clients including the Retirement Planning Council of Ireland, the Irish SME Association (ISME), the Rotunda Hospital, MediaCom and Sims IVF. Peppard is also the agency’s social media specialist where

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Eleanor McGleenan

she provides clients with strategic and activation advice. Peppard is a graduate of DCU with a BA in Communications Studies and holds the Diploma in Public Relations from the Public Relations Institute of Ireland. Kearns joined the agency in November 2017 and works on several different accounts across a diverse array of sectors including ABP Food Group, National Broadband Ireland, Wisetek, Rentokil Initial, MediaCom and the Veterinary Council of Ireland. Kearns holds a master’s degree in Public Relations from Dublin Institute of Technology. He also holds a BA in English

Artur Burkalo

you will be a part of it,” the statement continued. To ﬁnd out more about VM Digital and the services offered, visit: vmdigital.ie.

Terry Woods joins Aramark as commercial director, food business in Ireland Aramark has appointed Terry Woods Terry Woods as commercial director for its food business in Ireland. In a statement, Aramark said the appointment strengthens its growth and remobilisation plans and will see Woods responsible for growing its food business and client portfolio across the island. The role is a newly created position within the organisation, combining both new business development as well as building on existing client needs. Terry Woods has a strong record with over 25 years’ experience in the food industry in Ireland. He has had an impressive career, having previously occupied senior roles at companies including Compass Group, Baxter Storey, and Mount Charles. Shane Flynn, managing director for Aramark Ireland said he was delighted to welcome “someone of Terry’s calibre and experience” to the group.

Fiona Peppard

Colm Kearns

and Anthropology from Maynooth University. He previously worked as a sales and marketing intern at a Dublin-based technology start-up, MentorPitch. ■

VYPE IS NOW VUSE

As Vype, we had one purpose – inspire consumers with high quality vaping products.

As Vuse, we’ve raised the bar – becoming one global brand that is connected and aligned with the ever-evolving needs of those consumers. Through a revamped brand look and feel, and more flavours for your customers, Vuse perfectly demonstrates what the power of creativity and innovation can bring to your store and customers alike.

FIND OUT MORE AT B2B.PJCARROLL.IE For adult smokers and vapers only. Vype\Vuse e-cigarettes contain nicotine which is addictive. 18+ Only. Read leaflet in pack.

74 MARKET MOVERS

Nivea

Pipin Pear

Complete cleansing care with Nivea – no compromise Created to offer effortless skin cleansing and care, and easy make-up removal, the Nivea cleansing range delivers the most complete cleansing experience. The innovative collection of products from Nivea, Ireland’s number one face brand, helps to thoroughly cleanse the skin while gently protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products.

Pipin Pear launches tasty new fruit and veggie snacks, Freggie-Bites

• Refreshing Facial Wash Gel This formula successfully combines effective cleansing with the mild and moisturising beneﬁts of Vitamin E for skin.

Finding a nutritious snack that children might actually enjoy can be tricky. Thankfully, the food loving team at Pipin Pear has created a tasty and healthy snack combination of fruit and vegetables that has no added salt, sugar, additives, or guilt. Freggie-Bites are naturally sweet treats which will appeal to kids of all ages from 12 months, making them a perfect snack to have on-the-go, in the car or in lunchboxes. Freggie-Bites come in multi-packs of five and in three flavours: Apple & Spinach, Carrot & Peach and Apple, Blackcurrant & Pumpkin. Dairy and gluten free, they contain absolutely no artificial colours, flavours or preservatives. The treat’s innovative tongue shape makes it easier for toddlers to handle and develop their fine motor skills. The best part is that these snacks contain one of your five-a-day. Founded by Irene Queally, Irish company Pipin Pear launched in 2015 and already has a range of chilled organic children’s meals in supermarkets nationwide. Although the company is barely six years old, it has built a stellar reputation for producing real food that children and parents love. Freggie-Bites are priced at €3.49 RRP and currently stocked in 110 Tesco Ireland stores nationwide within the baby aisle.

Monster Energy

Purina

Bring the noise: Unleash the Nitro beast with Monster Energy

Purina’s Go-Cat 5 Promises is committed to caring for cats

Better, faster, stronger: Three words that define Monster Energy Nitro Super Dry. The new product from Monster Energy is currently hitting shelves across the country. Infused with a proprietary nitrous oxide and carbon dioxide gas mix; Nitro is unlike anything your customers will have tried before. Working around the clock, Monster Energy engineers have been creating a supercharged energy drink with a unique glucose and sucrose mix, which blends citrus flavour, and a light and dry texture, similar to fine champagne. Better still, Nitro provides an instant lift with 10.69g of sugar per 100ml and a punchy 32mg of caffeine per 100ml. One of the best kept secrets in the energy drink game; Nitro is finally ready to be unleashed. The timing couldn’t be better either. While the energy drink category continues to grab ever more market share and outgrow traditional non-alcoholic-ready-to-drink products, Monster Energy is leading the way. Not only is Monster Energy the fastest growing energy brand - with a +44% value growth vs 2020 - but it also boasts an impressive portfolio of over 30 core flavours, now headlined by Nitro Super Dry.

Go-Cat 5 Promises helps cat owners fulfil the commitment made to their cherished pet on the day they first brought them home; a promise to care for them and feed them right. It is the same promise made by the team at Go-Cat, who have been nourishing happy, healthy cats for generations with tasty and quality food for every day. With that honour comes great responsibility, which is why the team have pledged to do their utmost for cats and their owners with five promises:

• Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water This award-winning product has an innovative formula which cleanses and removes make-up while moisturising the skin in one simple step. Free of perfumes, colourants and parabens, it’s ideal for sensitive skin. • Biodegradable Cleansing Wipes These thorough yet soft and gentle wipes are made with 100% renewable plant ﬁbres, are biodegradable, and are enriched with specially selected Organic Argan Oil and Organic Aloe Vera, ensuring they are suitable for even sensitive skin. • Daily Essentials Double Effect Eye Make-Up Remover This wonder product beneﬁts from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes.

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• Nutrition: 100% complete and balanced nutrition and delicious goodness, with a blend of animal and plant-based protein. • Quality: Go-Cat carries out hundreds of daily checks throughout the production process. • Expertise: Developed by Purina nutritionists. • Traceability: Made with high quality ingredients, carefully selected from known and trusted suppliers. • 2025 commitment: Go-Cat has committed to 100% recyclable or reusable packaging by 2025. All Go-Cat recipes have no artiﬁcial colours, ﬂavours or preservatives. ■

76 MARKET MOVERS

Charleville

Charleville Cheese re-imagines packaging with brand new design Charleville, Ireland’s number one cheese brand, has announced its next innovative initiative which sees the nationally acclaimed brand unveil fresh new packaging that will be sure to grab the attention of Irish consumers in stores nationwide. Scheduled to appear on shelves from 17 September, the new design will feature a bold new Charleville logo that incorporates a Charleville town illustration and the timeless “Est. 1912” seal, which has become a stamp of quality for the brand. The logo also pays homage to Charleville’s rich dairy heritage - a brand built by generations of knowhow, skill and care for over 100 years and counting. When it comes to design, the new packaging boasts a distinctive grey slate background overlayed with images of Charleville cheese which will be sure to drive taste appeal amongst Irish cheese consumers. A boldly coloured descriptor box is also featured which aids navigation and ensures consumers can easily ﬁnd their preferred variant at their local store. A pre-campaign launch teasing the new look and feel of the packs has been live in-market in the lead up to the redesign. The new-look packs will also be supported by a through-the-line campaign including digital and social media, inﬂuencer partnerships, out of home and in-store activity. Marketing manager Michelle Daly Lennon said the brand is delighted to be launching the new look packs. “Charleville has a rich heritage dating back to 1912 – a brand that has been built by generations of knowhow, skill and care from master craftspeople and we wanted our new packaging to celebrate our Irish heritage and communicate our quality

ingredients and premium product offering to consumers,” she said. This latest move follows a phenomenal year for the Charleville brand which saw the launch of Charleville Lighter range and a value market share growth of +8%. The fresh, new design will begin to appear on-shelf nationwide from September and will be rolled out across multiples and independents. Charleville is the number one brand in natural cheese and the number one brand across everyday block, slices and grated segments. Charleville caters for multiple cheese consumers’ needs with a diverse range of cheese products for all cheese moments. Created by master craftspeople, for 100 years and counting, Charleville uses the highest quality ingredients available, hand-selected by skilled craftspeople to create cheese with real depth of ﬂavour.

The Happy Pear

Nordic Spirit

Embrace Nordic minimalism with Nordic Spirit

The Happy Pear makes dinnertime something to celebrate Dinnertime inspiration is always appreciated by time-pressured shoppers, who now need look no further. The Happy Pear is making dinnertime the easiest and tastiest meal of the day with its brand-new sauce range, available exclusively in SuperValu and Centra stores nationwide. The recently launched range boasts six new sauces, three inspired by the flavours of Italy; Lovely Lentil Bolognese Sauce, Ragu sauce and Spicy Cherry Tomato, and three more influenced by lands further afield; That’s Korma Sauce, Tasty Tikka Sauce and Thai Tastic Sauce. The sauces couldn’t be easier to incorporate into mealtimes, simply add to pasta, pair with rice or add vegetables to make a tasty plant-based meal in no time at all. The vegan sauces are perfect plant-based diets and those looking to incorporate more vegetables into their daily lifestyle. The whole range is vegan, free from artificial ingredients, has no added sugar and offers up to three portions of veg in every jar. Exclusively available in SuperValu and Centra stores nationwide, The Happy Pear Italian sauce range retails at €2.49 each, while the ethnic sauces retail at €2.59 each. To learn more and join the conversation, check out #TheHappyPear #eatmoreveg. Instagram: @supervalu_irl @centra_irl @thehappypear.

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Nordic minimalism is all about simplicity, and a less-ismore approach to life. Nicotine pouch brand, Nordic Spirit*, says that it fully embraces that spirit. Nordic Spirit offers high quality nicotine pouches, without tobacco, smoke, smell or vapour, allowing adult consumers to make the most of every moment, anytime, anywhere. In keeping with this ethos, the brand’s advice is suitably straightforward: “Stock up on Nordic Spirit today, and make every day a little more minimalist.” ■ *(18+. This product contains nicotine. Nicotine is an addictive substance).

78 MARKET MOVERS

Rye River

Ben’s Original

Ben’s Original brand goes live in Ireland Rye River Brewing Company introduces a brewery-led brand for on and off-trade Rye River Brewing Company, the Celbridge-based, multi award-winning brewery is introducing a brewery-led brand as part of a strategy to streamline its brand and channel strategy. The introduction of the new brand will support the next stage of the brewery’s development, following a year of signiﬁcant growth in off-licence and retail sales, despite the challenges the global pandemic presented. “We have developed a successful story in craft brewing without having any of our brands carry the Rye River name, so we decided to bring a brand to life that recognises who we are,” said Tom Cronin, founder and managing director of Rye River Brewing Company. “Apart from the Rye River Seasonal range, which is small batch, this will be the ﬁrst of our everyday beers to carry the Rye River name.” The Rye River Brewing Company brand will replace McGargles on draught in pubs and will be available in a four x 330ml pack format in retail. A range of McGargles favourites will remain available in retail in a 500ml format. The on-trade brand transition took place in June and has been hugely successful. The next phase of the brand rollout has seen off-licences and retailers introduce the brewery-led brand during the month of August. The launch campaign will see substantial investment in above and below-the-line activation including an out-of-home campaign and in-store digital activation across multiple retail partners.

Mars Ireland has announced that Ben’s Original products are now available in new packaging at retailers throughout Ireland. The new packaging is the brand’s next step in its ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice. The development follows the announcement in September 2020 of Mars’ intent to rename the Uncle Ben’s brand in favour of a more inclusive and equitable name that aligned with a new brand purpose, to “create opportunities that offer everyone a seat at the table”. As part of Mars’ commitment to the brand’s new purpose, in Ireland Mars Food is committing to: • Delivering 100,000 meals to communities in need by the end of 2021. To date, over 92,000 meals have been donated to FoodCloud’s network of over 600 charities across the country. • 400 volunteering hours by Mars associates to support food distribution efforts to communities in need. This is in addition to Ben’s Original global community outreach programmes such as the Seat at the Table Fund. For more information about Ben’s Original, visit www.bensoriginal.ie.

Vuse

Lyons Tea

Vype is now Vuse

Lyons Tea takes another big step towards sustainabili-tea

Vaping products brand Vype is now Vuse*. “As Vype, we had one purpose – inspire consumers with high quality vaping products,” the brand states. “As Vuse, we’ve raised the bar – becoming one global brand that is connected and aligned with the ever-evolving needs of those consumers.” Through a revamped brand look and feel, and more ﬂavours for your customers, Vuse states that it now perfectly demonstrates what the power of creativity and innovation can bring to your store and customers alike. Find out more at b2b.pjcarroll.ie.

Earlier this year, Lyons Tea announced that its full product range will be plant-based and biodegradable by the end of this summer. Not only was Ireland’s favourite tea brand*, the ﬁrst in Ireland to introduce plantbased and biodegradable teabags to its retail range last year, Lyons Tea is now the ﬁrst major black tea brand in Ireland to roll out plant-based teabags in all its foodservice boxes. As part of its commitment to sustainabili-tea, Lyons Tea is switching its tea bags to plant-based and biodegradable to help foodservice operators, suppliers and consumers make better choices for a greener planet. Lyons Tea distributes approximately 150 million teabags annually in its foodservice range in Ireland. By making the switch to plant-based and biodegradable teabags for its foodservice range, Lyons Tea will be saving six tonnes of non-biodegradable plastic every year**. That is the equivalent of the weight of an elephant. For more information, visit www.lyonstea.ie, Lyons Tea on Facebook or @lyons_tea on Twitter and @lyons.tea on Instagram. ■

*(For adult smokers and vapers only. Vype\Vuse e-cigarettes contain nicotine which is addictive. 18+ Only. Read leaﬂet in pack.)

*(Source: Kantar Penetration Total Ireland Inc. Discounter 52 weeks to 17 May 2020) **(Unilever based on 2019 sales)

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AT SPAR, WE NEVER STAND STILL

TOSEEHOWWECANHELPYOU ANDYOURBUSINESSGROW... join us CONTACT: COLINDONNELLY,SPARSALESDIRECTOR: 0863803924 EMAIL: CDONNELLY@BWG.IE OR SARAHCONROY: 0867760815 EMAIL:SCONROY@BWG.IE