Sales stars of 2015
December is often a time for reflection as we head into the New Year. With so many brands and suppliers to choose from, retailers have to stock the ‘smart’ options, the products that have invested in advertising and NPD to deliver a high level of brand awareness. Here, ShelfLife celebrates the brands that have done just that
Print15 December 2015
Sales-boosting innovations and attention-grabbing marketing campaigns are two major factors ShelfLife takes into consideration when compiling our Best of the Year Round-Up. This compilation highlights consistently strong sales performers as well as new product development (NPD) that has successfully met the latest consumer trends and subsequently receives an extremely positive reaction from both retailers and consumers.
Stir your senses!
Birds Eye Stir Your Senses is a frozen ready meal that involves the consumer in the cooking process
2015 has been another successful year for Birds Eye, Ireland’s number one* brand in frozen food, with the launch of Stir Your Senses, a range of premium, pan-cook ready meals. Stir Your Senses is the first major innovation for many years in the mature frozen ready meals sector which has seen continuous decline over an extended number of years.
Birds Eye recognised consumer demand for convenient solutions which also satisfy the trend towards scratch/assembly cooking, ensuring that with Stir Your Senses, consumers are involved in the stir cooking process on the hob rather than disengaged microwave preparation. Available in individual servings and ready in less than 10 minutes, the concept offers consumers a completely new, multi-sensorial cooking experience and Stir Your Senses allows home cooks to simply stir the ingredients in a pan to gradually unlock aromas, colours and tastes from around the world. Drawing inspiration from Italian, Thai and Indian cuisines, Birds Eye Stir Your Senses provides all the pleasure of quality time in the kitchen without fuss of preparation.
Since launch Birds Eye Stir Your Senses has been heavily supported with a sustained, integrated programme of support including in-store, TV, out of home and digital media. Consistent messaging across TV, digital and out of home has ensured the establishment of the Stir Your Senses brand and ‘stir-cooking’ concept while supporting individual hero varieties within the range.
Stir Your Senses has demonstrated, even within a mature category with low consumer engagement, that the right concept, at the right price with the right distribution and support can deliver exceptional results. Birds Eye Stir Your Senses has turned category performance around in the 26 weeks since launch delivering household penetration of 7%** and category value growth of 4.3%*.
*(Source: Nielsen October 2015)
**(Source: Kantar October 2015)
Light and refreshing
San Miguel Fresca is a pale blonde Spanish lager with a malty aroma and soft fruit flavours that provide a cleansing and refreshing hoppy finish. Fresca is well suited to most foods, in particular meats, snacks and salads. Fresca is brewed with the best selection of hops, which make it the perfect beer to enjoy with friends, to relax with and value the important moments.
Shiny gold in colour with a fine layer of foam, San Miguel Fresca boasts a medium intensity aroma, and is slightly fruity with smooth notes of hops and malt. This beer is light and refreshing, with a fine bitterness, which together with the slice of lemon when served, manages to smooth the bitterness of the beer while adding touches of citrus flavour. This mild addition offers a perfect accompaniment to the beer while enhancing its freshness on the palate.
San Miguel Fresca was also awarded at the prestigious International Brewing Awards in 2013.
A great pairing of taste and service
Estrella Damm is part of a growing range of award-winning beers
Fresh from its successful on and off-trade launches, Estrella Damm, the beer of Barcelona is back with a new promotion for consumers in stores now. When consumers buy a six-pack of Estrella Damm 330ml, they will be able to claim a free Estrella Damm gastro glass.
This brand new promotion supports Molson Coors’ expanded World Beer portfolio and the fantastic range from Grupo Damm. Sales of Estrella Damm, in both on and off-trade, along with Inedit Damm, the beer for food lovers and award winning gluten free beer Daura Damm was backed up in 2015 by a full through–the-line campaign including outdoor, events, exclusive giveaways and striking POS support material.
Estrella Damm, the beer of Barcelona, brings the essence of the Mediterranean “way of life” to sophisticated beer drinkers across Ireland. It is the leading beer in Barcelona and appeals to consumers who are seeking something premium, authentic and cultured to match their passion for life surrounded by friends, art, fun and creativity.
Daura Damm, the world’s most award winning Gluten free beer, is the perfect choice for coeliacs and for those who choose gluten free while wanting the same great flavour and refreshing taste as Estrella Damm. Gluten free, Daura Damm is a light, smooth and refreshing lager with a fruity flavour and was developed specifically for coeliacs and consumers looking for great taste in a gluten free beer. A recent report indicates that the free from sector is growing at a rate of 22% annually in Ireland.
Inedit Damm, was created in 2008 by Ferran Adria whose vision was to create a great beer that was also the perfect accompaniment to great food. Inedit Damm is a unique blend of barley, malt and wheat, flavoured with coriander, orange peel and liquorice. As well as being great on its own, Inedit Damm, an international award winning beer is also ideal for consumers who want to enjoy a sophisticated drink with their favourite food.
For more information about the range of Grupo Damm family beers, contact the Molson Coors team on 01-629-4101.
Singing out about a stellar success
An ongoing multimedia campaign and engagement with customers makes Galaxy Duet a stellar success in 2015
2015 marked a strong year in terms of NPD for Galaxy, the fourth largest chocolate brand in Ireland, as Galaxy Duet was launched nationwide to huge success.
It was supported by a heavyweight, multi-media campaign which included dedicated TV advertising, outdoor, digital, experiential and PR campaigns and a massive nationwide in-store execution which reached approximately 3.2 million consumers.
Available in two variants: Cookies & Cream and Caramel & Shortcake, the chic and stylish chocolate bar provides consumers with the chance to create their own perfect taste combination when it comes to indulging in their favourite chocolate.
The rollout of Galaxy Duet saw tailored launch plans by the customer which set new in-store execution benchmarks, delivered strong early rate of sale and display indications and was supported by in-store sampling.
One of the most exciting aspects of the heavy weight ATL launch was the airing of a dedicated Galaxy TV campaign, which went on air in October. The TV ad features a modern interpretation of the classic ‘Moon River’ which features in the brand’s innovative 2013 Audrey Hepburn TV copy. The 2015 ad features up and coming Irish singer Chanele Mc Guinness, and the track has been released on iTunes.
With a strong aftercare programme, Galaxy Duet is on track to continue to deliver tangible sales and penetration growth for the brand. The success of Galaxy is down, not only to the strength of its portfolio and commitment to innovate, but also its ability to deliver engaging and relevant campaigns that capture the imagination of Irish consumers both inside and outside of the store, this will ensure success for the brand in 2016 and beyond.
Family favourites, new ideas
Jacob’s, Ireland’s number one biscuit brand* has an impressive array of family favourites including
Fig Rolls, Mikado, Elite, Cream Crackers & Club Milk. The savoury segment continues to be a strong area of growth with sales up +6% YOY*. Jacob’s has maintained its number one position in the segment with 36% share*, with Tuc, Mediteraneo, Crispbreads and Cream Crackers. The brand continues to expand its footprint in the segment with the launch of Mediteraneo Tapas Crackers in September.
Tapas Crackers is the latest addition to the Mediteraneo brand. Inspired by Mediterranean flavours, this range is the perfect cracker to be dipped and enjoyed with friends. Available in three flavours, Oregano & Feta Cheese, Tomato & Basil and Leek & Onion, these crackers have a stronger taste profile. The brand offers consumers a more premium and indulgent cracker at an affordable price point.
*(Source: Kantar Worldpanel 52 w/e 13 Sept 2015)
Squeeze the most out of every day
The JWV+ range offers beverages that are simply ‘better for you’
The soft drink category has seen some noticeable changes in the past years, especially in relation to the increased number of functional and ‘better for you’ beverages on the market. Health and functional drink sales have increased over 70% according to Nielsen’s Global Health & Wellness survey 2012 – 2014. In response to this consumer move towards more ‘healthier’ drink offerings, C&C Gleeson developed JWV+ (meaning Juice + Water + Vitamins) a healthy, tasty alternative to plain bottled water and carbonated soft drinks.
JWV+ is a juicy, vitamin water which is low in calories, contains 100% of RI (recommended intake) of seven essential vitamins (C, B1, B3, B5, B6, B7, B12) and fruit juice. It is free from preservatives and artificial flavours, has added functional ingredients that provide antioxidants and boost your energy levels and metabolism, is vegan, gluten free with no added sugar and contains natural mineral water. JWV+ Orange & Mandarin was also awarded the highly coveted 2015 Gold Medal Taste Award from the British Bottling Institute, within the ‘energy, nutritional and functional’ category. It is locally produced here in Ireland and available in three flavours: Orange + Mandarin, Mixed Berries and Lemon & Lime with Elderflower in a wide-necked, resealable 500ml bottle.
With an RRP of €1.99 and an average 40% retailer margin, JWV+ believes it offers great value for both consumers and retailers.
In pole position in poultry
Moy Park’s Roast-in-the-Bag range is a state-of-the-art innovation
Moy Park, Ireland’s number one poultry brand, continues to be a market leader in the poultry sector. Representing 6.4% value share of the poultry market across 52 weeks, the Moy Park brand reaches 45.9% of households across the year*. Throughout 2015 Moy Park has successfully recruited new shoppers whilst also encouraging shoppers to purchase the brand more frequently.
This increase in market performance is reflective of Moy Park’s commitment to innovation and response to consumer demand. In April of this year Moy Park launched the first roast-in-the-bag chicken product to use cutting edge thermoformed packaging technology. The state of the art packaging is a printed, sealed pack that can go straight into the oven. The new ‘shelf to oven’ whole chicken product, which was recognised with a prestigious Irish Quality Food Award, was launched under the Moy Park ‘Good Kitchen’ range, which was developed to target a growing market for added-value fresh chicken products. Moy Park was also awarded a CIM Marketing Excellence Ireland Award for ‘Best FMCG Retail including Online’ for the launch of the Roast in the Bag product range.
The Roast in the Bag whole chickens, which are locally sourced and come in two flavours, Extra Tasty and Garlic & Herb, achieved listings with Dunnes Stores and Tesco Ireland as well as through the convenience channels in Ireland. They have also successfully resonated with the Irish consumer. Profile analysis from Dunnhumby indicates that the products appeal to a family orientated and younger demographic in line with the market positioning as a convenient meal solution for the time poor shopper**.
Briege Finnegan, brand marketing manager Moy Park said: “We are delighted with the success of the roast in the bag range and to receive acknowledgment for the launch of the products,” says Brian Finnegan, brand marketing manager for Moy Park. “Winning an Irish Quality Food and a CIM award is recognition that we have developed a product and created a communications campaign that deliver real business benefits.
“It is testament to the hard work and collaborative efforts of the brand, marketing and new product development teams in delivering not only an award-winning product range but an award-winning marketing campaign,” he added. “Since the launch of Moy Park’s Roast in the Bag range in April 2015, sales have gone from strength to strength, with plans in place to launch delicious new flavours.”
The Moy Park branded range includes a variety of fresh chicken products for consumers who enjoy cooking from scratch, breaded chicken products – perfect for convenient and delicious mid-week meals – as well as a range of added value ready to cook chicken products, which give aspiring cooks a helping hand.
*(Source: Kantar WorldPanel Ireland, Moy Park Penetration and Value Market Share, 52 weeks to 13 Sept 2015)
**(Dunnhumby SHOP ‘Shopper Profile Analysis – Added Value Wholebirds’ Data 13th Apr -26th July 2015)
Delicious blends, on the go
FrieslandCampina UK this year announced the launch of Optiwell, a great-tasting and healthy new kind of yogurt drink for adults.
Optiwell is primarily aimed at the UK and Ireland’s three million health-conscious women aged 25 to 45 as a refreshing alternative to unhealthy snacks and drinks. Full of dairy goodness, it has no added sugar, contains only 64 calories per 200ml glass, and is fat-free.
Launched in September, Optiwell is a blend of fat-free yogurt and fruit juices, in strawberry & raspberry and peach & apricot flavours. It is available in a 1 litre carton for at-home consumption and 330ml on-the-go formats, which also offer a price-marked-pack (PMP) option.
The marketing campaign, with an ‘Optiwell. Thank Goodness’ tagline, will see FrieslandCampina UK invest £25 million over four years.
Stealing a march on cider market
Orchard Thieves draws on generations of cider brewing techniques
Orchard Thieves is a bold new cider brand which launched in Ireland in May. Created by Heineken Ireland, it is a premium, mainstream cider, with a bold, fresh apple taste. Heineken Ireland has drawn on years of cider heritage to produce a beverage that offers a real alternative for Ireland’s cider fans. With an ABV of 4.5%, to date, Orchard Thieves has been Heineken Ireland’s biggest and fastest launch of a brand in the off-trade. It has broken all targets and milestones, with key results including 92% WTD distribution nationwide (stocked in over 1200 outlets); 211,000 shoppers have trialled the brand and strong repeat purchase rates are coming through which is key in creating a loyal shopper base.
The Orchard Thieves eight-pack is perfect for celebrations
The launch was supported with a TTL campaign including innovative ways of reaching our target shoppers. Heineken brought the world’s first “thievable” ad to screens which proved a huge success and activated the brand’s award winning outdoor campaign.
Orchard Thieves is now the number two cider brand in the off trade YTD with 9.3% market share. (Source: Nielsen September).
Proper success for new and exciting brand
Propercorn’s variety of flavours offers a unique choice to health-conscious consumers
Since launching into Ireland in 2014, the UK’s fastest growing and bestselling premium popcorn brand, Propercorn, has emerged as one of the most exciting snack brands on the market. Tapping into everyday consumers’ increasing appetite for healthy eating, the Propercorn collection is suitable for vegetarians, made using all natural ingredients and every pack comes in at under 130kcals. The five flavours have also captured the burgeoning free-from market, showing impressive signs of growth throughout 2015. With an incredible 75% of Irish people trying to improve their diet by cutting back on unhealthy snacks, on-the-go alternatives to chocolate and crisps such as popcorn, have seen significant uplift in sales. In line with this global trend, Propercorn is now selling almost 3m packs of its award-winning popcorn per month and is set to drive the move towards healthy snacking in Ireland and across Europe in 2016.
Propercorn was originally founded in 2011 by 31-year-old Cassandra Stavrou, on a belief that there should be no compromise between health and taste when snacking. Flavour innovation has been key to Propercorn’s rapid growth over the past four years, winning Great Taste Awards for its hero Sweet & Salty flavour and market leading differentiator, Sweet Coconut & Vanilla. 2016 will see the release of further flavours and formats in Ireland, which respond directly to the demands of shoppers and current trends. Propercorn can be purchased nationwide, in five flavours, including Sweet Coconut & Vanilla, Sour Cream & Black Pepper and Sweet & Salty.
For distribution enquiries or to order one of Propercorn’s distinctive wooden FSDUs, contact jeremy@propercorn.com or visit www.propercorn.com for more details.
Frenzy of flavours and colours
Haribo gave consumers the chance to experience their top selling treats but not as they knew it this summer when they launched Haribo Starmix and Tangfastics Frenzy editions.
Frenzy editions launched on shelf in May and featured the existing, iconic product pieces found in bags of Starmix and Tangfastics, but in a range of all new tropical flavours and vibrant colours.
Lindsey Bevan, brand manager for Haribo Starmix and Tangfastics, comments: “Our core brands have huge appeal and Frenzy Editions certainly added excitement to the confectionery aisles this summer, this created intrigue and in turn sales for retailers.”
For more information about Haribo Starmix and Tangfastics contact the sales team on (0)42 933 0580 or visit www.haribo.com/enIE/.
Satisfaction from Seattle
Seattle’s Best coffee is served in over 70 sites across the Island of Ireland
Combining the expertise of Aryzta Food Solutions and Starbucks Corporation, Seattle’s Best Coffee has launched Seattle’s Best coffee in over 70 sites across the Island of Ireland. Over the last six years, particularity in Ireland, we have seen retailers expanding into specialist coffee brands. Irish consumers have become more demanding in terms of the quality of coffee they expect when making a coffee purchase and we believe our unique, medium roast Henrys Blend caters to this demand. Seattle’s Best Coffee has done extensive research to ensure that its taste profile suits that of the Irish consumer and to further compliment this, the brand has a range of Tazo Speciality Tea’s. Complimenting its coffee offer and offering those who enjoy a sweet treat with their hot beverage, Seattle’s Best Coffee has successfully incorporated its Otis Spunkmeyer and Cuisine de France confectionery ranges.
At Seattle’s Best Coffee, the company continuously looks to extend its flavour profile with the consumer in mind. More recently it has seen the introduction of Mocha into its self-serve sites and exclusive to its barista sites for Christmas, the company has introduced the Gingerbread Latte. Seattle’s Best Coffee says it is looking forward to an exciting 2016 and invites retailers to join its journey in ’Making everyday special’.
Making sparks fly for health-conscious consumers
The Ballygowan Sparklingly Fruity range is available in three flavours; Apple & Elderflower, Raspberry & Blackberry and Lemon & Mint
This summer Ballygowan was proud to introduce a new range of Sparklingly Fruity drinks. This refreshingly different range was developed to appeal to health-conscious consumers looking for a refreshing alternative and all products are low sugar, low calorie and free from artificial sweeteners, colours or flavours.
This innovative range is made with Ballygowan Water, real fruit juice, natural fruit flavours and sweetened with stevia leaf extract. The range is available in three flavours; Apple & Elderflower, Raspberry & Blackberry and Lemon & Mint. All flavours are available in a 330ml single can for on-the-go consumption and six x 330ml multipack to take home.
A high impact outdoor advertising campaign and engaging social media strategy has connected the brand with a dynamic, health-conscious target market of young adults and Sparklingly Fruity has already taken a 12% share of the flavoured water market as the second biggest brand by value and volume in this sector (Source: Nielsen Scantrack Nov 2015).
Ballygowan Sparklingly Fruity will be strongly supported throughout 2016 with ATL, sampling and digital support.
New bottle: Same relentless passion since 1862
Bacardí is the world’s number one selling rum
Celebrating its 153rd anniversary this year, Bacardí rum launched the first packaging update to the world’s number one selling rum in more than a decade. Heavily influenced by Art Deco style, the new bottle design reflects the brands unique heritage and provenance, although its timeless quality ensures it looks just as good in some of the world’s finest bars today as it did in the 1920s. Designed in consultation with some of the world’s leading bartenders, it has been created to ensure it is well balanced in order to produce the perfect pour. It is taller, slimmer and more cylindrical, with proud shoulders reminiscent of the more classic style of bottles.
To enhance to the packaging relaunch, the brand also introduced Bacardí Carta Fuego, a bold yet smooth spiced rum spirit drink containing aged Puerto Rican rum with flavours and spices for a fiery taste. Taking its name from the Spanish word for ‘fire’, the brand states Fuego is crafted with true passion by Maestros de Ron Bacardí. It is aged for a minimum of one year in torched oak barrels, shaped using a secret mix of charcoals and blended to deliver plenty of spice, creating a robust flavour that’s both smooth and intense.
A masterful collection
The Lindt Master Chocolatier Collection combines modern packaging with a variety of stylish new pralines
Bringing a truly contemporary and eminently giftable new brand to the very traditional inlaid boxed chocolate segment was the spark that drove the Lindt master chocolatiers to create this very special collection of unique and delicious pralines. The Lindt Master Chocolatier Collection combines modern packaging design with an array of stylish new pralines from the simplicity of the Toffee Truffle praline to the decadent Raspberry Ganache.
Special attention was given by the Lindt master chocolatiers that developed the two gift boxes (144g & 305g) to delivering a bespoke array of textures and flavours to please every palate. The national launch in 2015 was supported by a major communication plan including instore sampling and advertising and bolstered with a national print campaign. All of this helped reinforce Lindt’s position in the market with market share of 12% (+0.7ppts) and growth well ahead of the market of +13.3% value sales*. Demonstrating all that is distinct and special about Lindt’s offering, the contemporary Lindt Master Chocolatier Collection is proving itself to be a classic.
*(Source: Nielsen Scantrack. MAT Value Sales to 4 October 2015)
Finally, a gluten free pizza that tastes like pizza!
It’s no secret that everyone loves pizza – it’s tasty, convenient and is always a reliable friend in your freezer. It’s also no secret that gluten free consumers are looking for one thing when it comes to pizza…and that’s taste! Coeliacs and gluten-avoiders are fed up with compromising on taste and Goodfella’s Pizza have listened to their woes.
A family favourite in Ireland for over 21 years, Goodfella’s has launched a new Gluten Free range. The range has two new tasty flavours, Margherita and Pepperoni, Mushroom & Ham and not only are the new pizza’s Gluten Free but they are low in lactose and free from artificial colours.
The company has taste tested its new pizzas against competing brands and its pizza was voted as the tastiest Gluten Free Pizza.*
Goodfella’s Gluten Free pizzas are stocked by all major retailers. Follow Goodfellas Ireland on Facebook or visit its website on www.goodfellaspizzas.com for more information.
*(Source of research 70 respondents, 50% Coeliac , 50% Gluten Free buyers – Innovate Solutions Dublin)
Bringing a little slice of heaven to the frozen category
In a frozen dessert aisle near you…Goodfella’s launched a first in the frozen category, with its launch of a new, innovative, fun, tasty Dessert Pizza under the name “Sweet Fellas”.
Goodfella’s thought why not combine everyone’s two favourite things in life…pizza and dessert! It’s the best of both worlds.
With two flavours to choose from, Goodfella’s has created a dessert for all of the family to enjoy – and the best part is – it cooks in less than 17 minutes! This makes Goodfella’s Sweet Pizza one of the quickest cooking desserts in the frozen category.
The first of the flavours is Chocolate Brownie. A tasty sugar-infused base topped with a rich decadent chocolate sauce, milk chocolate chips, white chocolate chips and finished off with a delightful brownie crumble – guaranteed to leave empty plates.
As if chocolate pizza wasn’t enough, Goodfella’s has also launched an Apple Crumble Pizza. Generously topped with a heavenly bramley apple sauce, scrumptious apple pieces and a sweet crumble topping. It’s the perfect twist on the classic apple crumble.
“Sweet Fella’s range is part of our ambition to expand the Goodfella’s Brand into other categories through pure innovation. Consumer insights show that frozen desserts are already heavily cross shopped with pizza so we thought why not make a completely new innovative, fun product for consumers to enjoy*” said Sharon Whelan, marketing manager, Goodfella’s.
*(Source: Dunnhumby Cross Shop data 2015, Kantar Frozen dessert category Feb 2015)
Firing up repeat purchases
Since launch, Henry Denny’s Fire & Smoke has attracted 20% penetration
Consumers’ tastes are evolving and demand for great tasting quality flavoursome products is high. With the launch of Henry Denny’s Fire & Smoke in April of 2015, Kerry Foods has shaken up the cooked meats aisle, made it a destination and drove growth back into the category. The sensational range of premium, smoked meat has taken inspiration from the Pitmaster craft of the American Deep South. Prime cuts are cooked low and slow, fire-grilled over flames and smoked with oak wood chips to create a distinctive range with full-on flavour.
From launch, Fire and Smoke has captured the love of consumers, which in turn has meant driving incremental category growth, attracting 20% penetration, a 44% repeat purchase rate, 3.6% market share, over €3.5 million sales and three awards to date.
(Source: 24 weeks to w/e 24 Sept – Kantar).
Scent-sational NPD
Bord na Móna’s Natural Pine scented firelog with a pre-burning aroma burns for up to two hours
In 2015 Bord na Móna as the market and category leader in solid fuel launched an integrated communications campaign comprising of TV, radio, outdoor and at point of purchase. This €1million investment is designed to educate consumers on the wide range of solid fuels and convenience products available.
Research indicates that the firelog as a category is growing year-on-year. In the retail channel, firelogs are showing growth of + 4.6% year-on-year.
The highlight of the convenience category range this season was the introduction of an innovative Natural Pine scented firelog which extends the ambient experience of using a firelog with the added benefit of a pine scented pre-burning aroma. This pine scented firelog is smokeless, burns for up to two hours and is suitable for use in both stoves and open fires.
This new Natural Pine scented firelog is now readily available for consumers in time for the Christmas season.
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