BBQ beauties!

No Irish summer would be complete without the sumptuously smoky scent of an impromptu BBQ wafting in the air. As our sunny spells often arrive unexpectedly, it’s important to ensure you are well stocked up on all the bestselling essentials over the coming weeks to tempt shoppers’ tastebuds while the sun shines

Brand Central

25 May 2023

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The Irish summer may be unpredictable, but retailers can be sure that once the sun comes out, barbecues nationwide will get fired up. In the 12 weeks to 15 May 2022, Kantar Ireland saw sales of BBQ meats, like burgers and sausages, and prepared salads jump 2% and 8% respectively. Meanwhile using data for the 12 weeks to 12 June 2022, Kantar Ireland reported the combination of a bank holiday weekend and the start of barbecue season meant shoppers spent an additional €575,000 more on burgers and grilling food in June than they did the previous month. It won’t be long now before consumers start stocking up on their barbecue basics. As Safefood’s Dr Gary Kearney, pointed out last summer: “Cooking on a barbecue is one of those occasions we all look forward to – of those who cook on a barbecue, almost two in three (65%) do so during the summer or whenever the weather is good enough.”

According to research from Mintel, American cuisine has well and truly found a home in stomachs this side of the Atlantic, and the more subtle nuances of “fired” and “charred” BBQ flavours, for instance, now present further opportunities for brands. “Fired” dishes can also play a role in the current catering to the current interest in health. For example, charring vegetables is thought to bring out flavours consumers may not have experienced before, adding variety to salads and vegetable side dishes.

Research conducted by Bounce Insights for Tesco earlier this year also shows many are opting for the BBQ to cook their steak to perfection*. One top tip said: “Dad barbecues the steak by adding rosemary and garlic which is always the best way!”. While others said, “My husband’s BBQ steaks are the most succulent and mouth-watering on the planet.” And “My partner enjoys cooking steaks, he will always cook them on the BBQ. As he enjoys the process so much, seasoning, grilling, etc. I leave it up to him.”

*(Source: Research conducted by Bounce Insights, commissioned by Tesco Ireland between the 6^– 7 February 2023, surveyed 1,012 adults)

A fresh look at boosting BBQ sales

Florette, the best selling salad brand can help Irish retailers meet shopper demand this summer with its delicious range of fresh pre-prepared salad bags.

“As we step into the summer months and BBQ season, lighter eating with a fresh accompaniment becomes a staple for consumers, which can be a real benefit to Florette and retailers,” says Martin Purdy, commercial and marketing director at Florette.

“The impact of rising inflation and the cost-of-living crisis means people are increasingly spending more money on eating and entertaining at home instead of eating out. This means the BBQ occasion will become a big opportunity for retailers this summer.

“Shoppers are increasingly looking for brands and products they can trust to deliver great tasting meals. Retailers can tap into this by using brands like Florette to provide a ‘mix and match’ BBQ bundle with grill-ready options, fresh side dish accompaniments and drinks multipacks. This creates an appealing value proposition for shoppers who would otherwise opt to buy cheaper products (31%), prepare fewer options (19%) or ask guests to bring a contribution to the meal (26%)^*.”

Florette offers a range of pre-prepared salad products which are ideally-suited to the BBQ occasion, including the top selling products in Ireland – Florette Duo Lamb’s Lettuce & Ruby Chard, a mix of mild sweet lambs lettuce with vibrant earthy ruby chard and Florette Bistro, a tasty mix of tender baby leaves and crunchy beetroot.

*(Source: IGD Research. Shopper Vista. Shoppers who regularly host a BBQ or picnic July 2022)

Martin Purdy

Q&A with…Martin Purdy, commercial and marketing director at Florette

Q: Florette was recently recognised by the UK’s largest food redistribution charity FareShare for the brand’s efforts to tackle food waste. What did these efforts involve and how is Florette continuing to work to reduce food waste?

A: We’re delighted to be recognised by FareShare as one of the charity’s leading Food Partners of the last year. The partnership sees tonnes of surplus food redistributed to the charity’s network, helping to tackle food waste while providing nutritious, healthy foods to families at risk of hunger.

Giving good-to-eat surplus food to charitable organisations, to get it onto the plates of people in need, is one of many initiatives run by Florette to tackle food waste. In 2022 we repurposed 93% of our waste with unsuitable produce going to feed livestock or being reintroduced into the soil as a natural fertiliser across Florette’s network of local farms.

Q: Florette has been certified by LEAF Marque, a leading global assurance scheme recognising more sustainably farmed products. How do your famers ensure sustainability and how has the wider organisation implemented more environmentally friendly policies?

A: With consumers increasingly buying into brands that share their values, it is vital that businesses are transparent and authentic in how they conduct their business.

Researching, protecting and promoting biodiversity on our land has always been important at Florette. As a farmer-owned business, we’re as passionate about protecting the environment and nurturing the land as we are about growing salad. From setting aside land for wild flowering to managing our hedgerows in a wildlife friendly manner to encourage natural habitats and biodiversity, we have a structured five-year plan to ensure our environmental impact remains a priority right across the business.

Our ongoing commitment to protect the environment and promote sustainable farming methods recently saw Florette (part of Agrial Fresh Produce UK) recognised with a gold sustainability rating from EcoVadis – a similar accreditation to receiving B Corp status.

At Florette we’re proud to ‘walk the walk’ and live our sustainable brand values daily. As we do so, we expect to see a further rise in demand for Florette as shoppers continue to seek out brands with genuine passion and authentic credentials in their field.

Q: How have you innovated your product range to suit changing consumer tastes and trends?

A: Florette continues to innovate and appeal to the growing number of shoppers looking to lead healthier lifestyles through new product launches and by evolving the brand’s marketing strategy.

Once such trend is the move towards a varied and natural diet. Rather than restrictive, calorie controlled diets, consumers are making small dietary lifestyle changes, resulting in demand for more choice in fresh, naturally nutritious options.

Launched last year, Florette Superfood brings a point of difference to the sector with the inclusion of ‘Immune Support’ messaging on front of pack, calling out the specific health benefits of the carefully balanced leaf mix. The variant perfectly balances vegetables and leaves selected for their full flavour and nutritional benefits; with each portion being naturally high in folate, vitamins A and K, and a good source of vitamin C.

Q: What are your best-selling products currently and why have these proved successful?

A: The brands best sellers in Ireland are Florette Duo (70g) – a delicate combination of Lamb’s lettuce & Ruby Chard, and Florette Bistro (130g), which includes a mix of mild baby leaves and crunchy beetroot.

Both products are available in among the smallest pack formats in the market, making them attractive to small households and those looking to reduce their product waste. They also offer a unique combination of leaves which appeal to consumers for use across a variety of usage occasions – from delicious, naturally nutritious summer salads to a healthy side of plate serving as an alternative to heavy carbs.

Taste sensation

Hellmann’s is Ireland’s favourite mayonnaise with 70% market share; currently found in 56% of households nationwide

Taste, the one thing that separates a good BBQ from a great one! Irish consumers are getting ready to break out the BBQ and with the summer season growing the basket-spend of dressings (up +16% during the last 16 weeks to 29 August 2022*), it’s time for retailers to get BBQ ready and stocked with Irish consumers’ favourite BBQ brands.

One product that can’t be forgotten from the table is Hellmann’s, Ireland’s favourite mayonnaise.

Founded over 100 years ago and with a commitment to quality from sustainably sourced oils to free range eggs, it’s unmistakable rich and creamy taste has cemented its position as Ireland’s brand of choice for Irish consumers with 70% market share* and found in 56% of households nationwide. Hellmann’s portfolio that meets an array of shopper needs with real, light, and vegan varieties, and is a must-have for BBQ tables nationwide.

Bring out the flavour

While regular mayonnaise is here to stay, flavoured mayonnaise is showing real opportunities for retailers to maximise sales. Growing ahead of the category (+46%*) and now representing 15%^*total mayo sales (+4% Vs YA)^*, consumers are looking for choice and variety.

Building on its strength as the number one mayo brand, number one garlic mayo and number one chilli mayo, Hellmann’s is bringing even more variety to the table with the introduction of a hotter variant of its established Chilli Mayo, Chilli Charger mayonnaise, perfect for shoppers who like some extra spice, and a new variety sauce range (Avocado & Lime, Sundried Tomato & Basil and Parmesan & Garlic), perfect to dip, drizzle and dress a host of food this summer.

The full range will be supported with a heavily funded media campaign this summer spanning TV, out-of-home (OOH), digital and in-store, inspiring consumers to ‘Get BBQ Ready’ with rich and creamy Hellmann’s!

*(Source: Nielsen Scantrack Total market excluding discounters, L12WE 23.04.2023)

*(Source: Kantar Total grocery, L52WK 19.03.2023)

Frankly delicious

Iconic American hot sauce band Frank’s RedHot has introduced two line extensions to accompany cupboard staples Frank’s RedHot Original And Frank’s RedHot Buffalo Wings. Produced in small batches, the Craft range accentuates different pepper flavours, complementing the brand’s top-selling offering and giving hot sauce fans exciting additions to add to their repertoire.

Frank’s RedHot Smoked Chipotle Craft Hot Sauce is rich and flavourful with a mild heat. Made with smoked chilli peppers and garlic, it’s great with steak, hot dogs and burgers, and adds a smoky richness to stews and chilli dishes.

Frank’s RedHot Fire-Roasted Jalapeno Craft Hot Sauce combines fireroasted jalapeno peppers, roasted garlic and lime, to give a medium heat that will liven up every bite. It’s delicious with grilled chicken, stuffed peppers, loaded nachos and tacos.

Frank’s RedHot Craft Hot Sauces are here to fire up summer, bringing a craft taste experience with layers of flavour and heat. Perfect for BBQ season, these versatile sauces have wide appeal to foodies and flavour seekers, making summer meals #franklydelicious.

Frank’s RedHot is America’s number one hot sauce and a leading category brand in Ireland.

Both new varieties are available nationwide with an RRP of €2.49.

For further information, contact marketing@brmark.ie.

It’s a must!

French’s Classic Yellow Mustard offers great versatility with a mild flavour and easy-to-use squeezy pack format

French’s Classic Yellow Mustard is an American style, high quality, mild yellow mustard. Stone ground by master grinders with number one grade mustard seeds, it is carefully crafted to deliver the classic smooth texture and tangy taste of a stone-ground mustard. Free from artificial colours and preservatives, it’s as bright in colour as it is in flavour, as captured in its iconic yellow bottle. It’s also gluten free and Vegan, making it suitable for a wide variety of diets.

French’s mild flavour and easy-to-use squeezy pack format, makes it a versatile, family-friendly condiment; a year-round cupboard staple that will liven up a wide variety of dishes.

With the ever-increasing popularity of Americana style dishes and the onset of BBQ season, French’s is a go-to classic for hot dogs and burgers.

Its smooth texture and mild flavour also make it a perfect ingredient for dishes such as potato salad, pork ribs, dips and cheeseburger burritos. Ideal for sandwiches and bagels, French’s is a must-have for picnics, packed lunches and al fresco dining.

French’s Mustard is available in 226g (RRP: €2.59), and 397g (RRP: €3.89) formats and is stocked at leading grocery retailers nationwide.

For further information, contact marketing@brmark.ie.

Your new Favourit BBQ sidekick!

The Favourit retail range is a one-stop-shop for your customers to create a flavoursome meal from starters to dessert

Favourit BBQ seasoning offers a sweet and smoky tasting upgrade to any meat it is applied to.

First established in 1915, the company has had ample time to perfect the blend! A staple in foodservice, the Belfast-based company has now made its way into homes across the island of Ireland with its new glass retail jars.

Every herb, spice and seasoning mix is bottled and sealed in the heart of Belfast to give a sense of home no matter where the portable grill takes you.

Prominent Irish chef, influencer and Favourit ambassador, Darragh Milligan (Belfast Undercover Chef) can often be seen promoting the BBQ seasoning in his videos as one of his family’s most loved additions to both outdoor and indoor cooking. This is just one part of Favourit’s growing social media presence as the brand makes its long-awaited transition into the 21^st century with a large and local social media support in exciting development.

The grill is not just for barbecue season. This is why Favourit has a retail range of over 30 herbs, spices and seasonings that compliment your customers’ dishes all year round. Favourit’s mint makes a great companion to any cut of lamb, while its crushed chillies are guaranteed to add flavour to the Sunday roast.

Favourit caters to the entire outdoor dining menu as its sesame seeds are a great addition to any summer salad, whilst ground cinnamon helps baking fans to make homemade pastries with a tasty twist. The Favourit retail range is the new one-stop-shop for your customers to create a flavoursome meal from starters to dessert.

For information on how you can stock the range, email info@gmmarketing.co.uk.

Fusion of flavour

Fused recently launched a range of Asian inspired BBQ sauces for the summer season. “Fused customers have been asking us to launch a range of premium table sauces for years, so we finally did it,” says Fiona Uyema, founder of Fused.

“I created recipes with zero refined sugar and 100% natural ingredients to fill a gap in the market for premium BBQ sauces. The customer feedback so far has been very positive,” she adds.

Fused has activated a strong marketing campaign to launch the range at key festivals and events such as WellFest and will be collaborating with Ninja BBQ over the summer months also.

The Fused BBQ range includes Sweet Chilli Sauce, Katsu Curry Ketchup, Korean Style BBQ Sauce and Japanese Style Hot Sauce.

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