Banishing the winter blues

A family enjoying some quality time in a kitchen warmed by a Flogas Superser Catalytic heater

Impressive innovation by Ireland’s fuel suppliers looks set to fire up sales results this winter, writes Gillian Hamill

Brand Central

12 October 2010

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At a glance: FUELS

Over 70% of households have open fires and the ignition sector is one of the fastest growing sectors in the household category
Zip is Ireland’s number one ignition brand
Bord na Móna Fuels Ltd is the largest supplier of solid fuel in Ireland
Bord na Móna’s Firepak is the number one choice in the ‘real fire in a bag’ category
Flogas offers small to medium businesses an 11% saving on the price charged by Bord Gais Energy Supply for natural gas
Calor Gas is the leading supplier of spot heating solutions and leading distributor of liquefied petroleum gas (LPG) in Ireland
LPG is more environmentally friendly than other fossil fuels, generating 11% less CO2 (per kilowatt hour) than oil, 33% less CO2 than coal and 58% less CO2 than electricity
Homestead’s fuels account for an estimated 53% of the total fuels sales within symbol groups and independent retailers
Homestead fuels continue to grow year on year, with fire logs the largest contributor to this growth, accounting for 25% of total Homestead fuel sales
Firelighter sales now account for 51% of the total fuel sales in Ireland, and Homestead Firelighters continue to grow in line with the market

Student enjoying the comfort of a warm study using a Flogas Superser Radiant heater

According to market data, over 70% of households in Ireland have open fires. This bodes well for solid fuels that concentrate on providing convenience and cleanliness, as well as possessing strong environmental credentials. Indeed, AC Nielsen reported in September 2009 that the ignition category was worth an impressive €34 million, growing at 11%. Zip reports it is presently Ireland’s number one ignition brand. Another positive indicator for the solid fuels category, in which Bord na Móna is currently Ireland’s largest supplier, is that brands such as Homestead have also noted their fuels sales continue to grow year on year. Fire logs are the largest contributor to this growth, according to Homestead, which claims they account for 25% of the brand’s total fuel sales.

Manufacturers’ emphasis on NPD is a further testament to the fuel category’s strong growth. Brands have expanded value ranges, in order to provide an alternative to private label variants, while still giving retailers a robust margin. Indeed, both Bord na Móna and Zip are launching innovative new products on to the market, the full details of which can be seen below, while Homestead has also given its packaging a fresh new look.

Mobile heaters also represent an increasingly popular choice for consumers in the current economic climate, because ‘spot heating’ a room instead of relying on central heating is both more financially and environmentally friendly.

Staying ‘super’ warm

Flogas has just celebrated an extremely successful year as the exclusive distributor for Superser mobile heaters in Ireland and the UK. Against the backdrop of the coldest winter since 1991, according to Met Éireann, sales for Superser heaters soared as households looked for ways to keep warm without breaking the bank.

Retailers looking to stock up on Superser mobile heaters for the winter months should contact Flogas on 041-9831041 or visit www.flogas.ie

Over the years, Flogas has noticed that, during an economic downturn, sales of Superser mobile heaters actually increase. Eoin O’Flynn of Flogas said, “This is because they provide the perfect solution for cost-conscious customers looking to control their heating bills. Superser mobile heaters are extremely useful as an instant, economic and portable way to ‘spot-heat’ a room quickly, as many customers find it far cheaper than turning on the central heating for an hour or two.”

For homeowners who want instant heat that’s both stylish and useful, Flogas supplies two very contemporary looking and stylish mobile heaters, the Superser Radiant and Superser Catalytic. In particular, the Superser Catalytic burns without a flame and has lower touch temperatures, making them safer and it’s fitted with easy glide castors, which allows for trouble-free moving from room to room.

Naturally appealing

Flogas’s entry into the commercial and residential natural gas market last year has also been an unqualified success and it is currently offering small to medium businesses an 11% saving on the price charged by Bord Gais Energy Supply for its natural gas. Said O’Flynn, “Our guaranteed 11% price saving on the price currently charged by Bord Gais Energy Supply is the most competitive offer in the marketplace for small to medium business customers.”

Gas fires have also become a very fashionable lifestyle choice, because while very little beats a real coal fire in a home, increasingly fewer people want the hassle that comes with it. The solution for those homeowners who are not on the natural gas grid is to have it piped in from their own back garden using stand-alone propane cylinders. Two are usually installed with an automatic changeover device so when one cylinder runs out, the customer can phone for a replacement cylinder. Flogas operates a nationwide network of distributors in strategic locations to ensure constant and speedy deliveries direct to customers, whatever the weather.

“Propane direct dealers have been reporting strong annual sales growth and many of our customers want the benefits of gas in the home for fires and cooking but are either not on the natural gas grid or don’t want to go through the hassle of changing, so find propane cylinders in a discreet corner of their back garden a very practical alternative,” added O’Flynn.

Something’s cooking

Professional chefs always prefer to cook on gas and Flogas customer Neven Maguire of MacNean House & Restaurant, Blacklion in Cavan said “Many people are opting for gas to cook up tasty dishes for family and friends as it offers clean and controllable heat.”

Changes in eating habits and the trend towards stir-fry dishes which work best when cooked on gas has meant that many people are looking at this option either for existing or new homes.

A nationwide network of Flogas aftersales personnel are on 24-hour call for appliance repairs and maintenance.

Flogas supports all its products and services and plans through innovative dealer promotions, excellent point of sale material, targeted advertising and public relations. For further information on Flogas products and services, contact 041-9831041 or visit www.flogas.ie

Higher efficiency, lower carbon emmissions

The stylish Provence portable heater from Calor Gas has been designed to blend in with the ambience of any home

With the summer season coming to an end, consumers are thinking about alternative ways to minimise energy costs during the winter months. With rising fuel costs and more environmentally conscious consumers, Calor Gas can offer high efficiency and lower carbon energy solutions for your home and business.

Over the past 70 years, Calor Gas has developed innovative heating solutions that are cost effective and environmentally friendly. Calor Gas is the leading supplier of spot heating solutions in Ireland. Spot heating, such as CalorGas fires, provide instant heat and allows you to only heat the room/space that you are in. High efficiency glass fronted gas fires raise the temperature in a room faster than standard models, allowing you to turn down the fire sooner, resulting in lower running costs and reduced carbon emissions.

This winter, Calor has added a new sleek and fashionably chic gas fire to its range. The Manhattan portable living flame heater provides on-the-spot instant warmth. It has been designed to make your home look smart and stylish, no matter what room it heats.

Developed by Universal Innovations in Kilcoole, Co. Wicklow, the Manhattan is 100% portable, so there are no installation costs or associated works in the set-up of the heater. The Manhattan is cast in high quality steel and is fuelled by the renowned yellow Calor Gas 11.34kg butane cylinder housed discretely within the body of the stove. This means excellent efficiency with a maximum heat output of 3kw. It also provides for an easy cylinder load system. For safety, the Manhattan features a ‘safety oxygen depletion cut-off’. This device cuts off the appliance if carbon dioxide levels in the room rise above a safe level, giving peace of mind to your customers.

Calor Gas The Manhattan is stocked by selected independent stockists across Ireland and retails at €349.

Also from Calor, the Provence is a high-quality mobile heater, providing a perfect focal point for any room. It has been specifically designed to blend in with the ambience of any home and will bring a touch of style wherever it is placed.
As Calor Gas is the leading distributor of liquefied petroleum gas (LPG) in Ireland, the company cares about the environment and is committed to pressing for sustainable development in this area.

LPG is more environmentally friendly than other fossil fuels, generating 11% less CO2 (per kilowatt hour) than oil, 33% less CO2 than coal and a substantial 58% less CO2 than electricity.

So, while reducing their carbon footprint, consumers can also save money on their home heating bill. To view the full range of Calor mobile heaters on offer, visit www.calorgas.ie or contact the company on 1850 812 450 or email info@calorgas.ie

Firing up more sales

For over 50 years, Bord na Móna Fuels Ltd, the largest supplier of solid fuel in Ireland, has led the way in designing innovative and convenient ‘real-life’ fire solutions for busy Irish consumers.

For those who are short on time but want the warmth and effect of a full real-fire in just minutes, Firepak is the ultimate ‘complete fire in a bag’ solution. All you have to do is light the pack, sit back and bask in the glow of a perfect fire that will burn for three to four hours. Made of smokeless coal with Irish peat, Firepak is clean to handle and will light with just one match, making it the number one choice in the ‘real fire in a bag’ category.

This year Bord na Móna Fuels Ltd is investing in national TV advertising to support Firepak sales during the peak winter months, beginning in October. The campaign will build on last year’s ‘In for the Night’ campaign, which proved an instant hit among Irish consumers for its world-class selection of books and movies to enjoy by an open fire to complete the perfect ‘night in’.

Clean, easy and convenient are the by-words for Bord na Móna’s market-leading range of solid fuel products. An exciting new product development to be unveiled this winter is Bord na Móna ‘Clean Start’, the instant lighting firestarter. Presented in a pack of three mini logs, this new product is designed with consumers in mind, with recent research showing that the majority of Irish people want a product that lights a fire quickly and is clean and convenient to use.

Bord na Móna ‘Clean Start’ will be supported extensively in store with eye-catching display mounts and point of sale materials including ready merchandised display cases and free standing fixture displays. Watch out for another exciting new product which will totally revolutionize the category to be unveiled in the next issue.

Don’t forget, essential for retailers to stock, Bord na Móna Firelogs is the number one choice among Irish consumers in the fire log category. As the market leader in solid fuels in Ireland, the company’s compact and easy-to-display range of solid fuel products features the hugely popular line of eco-friendly fuels including Premium Wood Pellets, Bord na Móna Wood Logs, Bord na Móna Eco-Friendly Real Logs – all made from naturally renewable resources and fully CO2 neutral.
All products are available through Allegro Distribution 01 858 0600.

Bringing value home

After the launch of the Homestead brand in 1986, the firelighter range quickly became a stable product within the brands portfolio, generating considerable sales in this category.

It is estimated that Homestead fuels account for 53% of the total fuels sales within symbol groups and independent retailers, while rivalling the two leading brands in Ireland.

Over 70% of households have open fires and the ignition sector is one of the fastest growing sectors in the household category.

The Homestead fuels range consists of two SKUs of firelighters, 30s and 60s and a 1.1kg fire log which was introduced to the range in early 2005.

Homestead fuels continue to grow at year on year. Fire logs are largest contributor of this growth accounting for 25% of total Homestead fuel sales.

Firelighter sales now account for 51% of the total fuel sales in Ireland, and Homestead Firelighters continue to grow in line with the market.

Homestead brand manager, Janice Gibney added, “Our new fresh look fuels packaging has given the range a well deserved face lift, while maintaining the same great quality which is now even better value; coupled with some really strong activity for 2010 Homestead continues to ‘Bring Value Home.’”

Zipping ahead in innovation

Zip, Ireland’s number one ignition brand, and a pioneer of high performance kerosene firelighters and convenience firelogs, continues to drive category growth through innovation and exciting consumer promotions. Zip, has followed up last winter’s successful launch of the Everyday Value Firelog with a new Guaranteed Irish made firelog,” Croí na Tine”.

“Croí na Tine”, which means “heart of the fire”, is an innovative, new formula firelog which is 100% natural, using coppiced willow, planted and harvested on Irish soil. This high performance log is easy to light and burns with animated flames for over two hours. A real fire that lasts – in an instant.

To support this winter’s launch and drive consumer awareness, Zip will be unveiling a striking television advertising campaign which will be on screen from November. The brand’s firelighters have not been forgotten however, as the campaign features both the new log and the full firelighter range.

Zip is also running its biggest promotion ever, giving consumers the chance to win their mortgage paid (to the value of €250,000) and every entrant will receive a coupon to redeem against their next Zip purchase. This competition will be on-pack across the firelighter range from October and running throughout the winter season.

Contact Alison O’Grady of Johnson Brothers, Zip’s Irish distribution partner at alison.ogrady@jaymark.ie or 00353 1 4081555 for more information on the complete Zip range.

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