Brand out, not blend in

As brands navigate an increasingly competitive and fast-evolving market, the role of sales, and marketing companies has never been more crucial, ShelfLife reports

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In Ireland’s dynamic business landscape, it’s no longer enough to simply have a great product, brands must be seen, heard to help them to thrive. That’s where expert sales and marketing partners come in. Retailers and suppliers alike depend on these specialists to extend their reach, accelerate growth, and build long-term customer loyalty. From strategic brand positioning and digital campaigns to in-store promotions and media advertising, these companies offer the full spectrum of services needed to stand out in crowded markets. 

The right partner

However, with so many agencies and partners available, how do businesses choose the right one? It comes down to proven expertise, a strong track record, and a clear understanding of the ever-changing consumer landscape. Choosing the right Sales & Marketing company will help your brands to succeed in Ireland and beyond. With the right support to implement innovative strategies, valuable market insights, and core services that these companies bring to the table you will have the right clarity and confidence to help you to take your brand to the next level.

Allegro, The Brand behind the Brands

Allegro Sales & Marketing   

Fact file  

Address: 2nd Floor Unit 3, Nexus Building, Blanchardstown Corporate Park 1, Dublin 15, D15 TPW8.   

Phone: 353 1 858 0600  

E-mail: info@allegro.ie  

Web: www.allegro.ie  

Full list of brands / brand partners 

Food: Weetabix, Maggi, Siucra, The Bakehouse, Nairns, Lilys Kitchen, Froosh, Pukka  

Coty Beauty: Rimmel, Sally Hansen, Sun Shimmer, Wella, Clairol, Max Factor, Adidas, David Beckham, Vera Wang  

Personal Care: Nivea, Eucerin, Elastoplast, Atrixo, Labello, Lil Lets, Savlon, Nelsons, Science Of Skin  

Baby: Caldesene, Milton, Caldespray, Lil lets Maternity  

Household: Zoflora, Duck, Mr Muscle, Pledge, Raid, Glade, Cherry Blossom, Ecover, Raytex, Willow Warm, Woodsilk,    

Luxury: Coty luxury (Hugo Boss, Calvin Klein, Gucci, Joop!, Marc Jacobs, Burberry, Lancaster, OPI) Patchology, This Works, Formula Prescott 

Orion Brand Partners

Key brands 

Food: Biona, Minor Figures, Deliciously Ella, Yfood, Ortiz, Bio&Me, Bragg Cider Vinegar  

Healthy Snacking/Confectionery: Booja Booja, Love Corn, Ombar, Dr. Coy’s, Boundless, Hippeas  

Ready To Drink: Dash Water, Cawston Press, Unrooted, ActiPh, Living Things  

Supplements:, Optibac, Sambucol, Better You, Rescue Remedy  

Household: Ecover, Lilly’s Eco Clean, Method  

Personal Care: Flo, Natracare, Mooncup  

Company description 

Wholefoods Wholesale (trading as Simply Wild Ltd.) is the leading distributor of natural and health & wellness products nationwide. It specialises across multiple product categories in the health and wellness space, including foods, ready to go drinks, snacking, confectionery, nutritional supplements, eco household and personal care. It’s specialised channel-based field sales teams, supported by its marketing team, are dedicated to building brands within Irish retail.   

The company is constantly monitoring the latest trends within health & wellness, and our experienced commercial team can provide insights and advice on innovative emerging products that consumers want.   

With its warehouse and office based in Dublin, its consolidated supply chain allows nationwide distribution to over 2,500 retail points across Ireland.   

Wholefoods has a proven record of working with both brand and retail partners to build and develop brands. The company is committed to helping you grow your business by driving its brand knowledge support and providing a superior service. 

77 Nicotine Pouches

Bob Snail Healthy & Tasty Fruit Snacks

Ampersand 

Fact file 

Address: Ampersand, Naas Road, Clondalkin, Dublin 22, Ireland D22 XN73  

Phone: 01 4130100  

E-mail: info@ampersandsales.ie  

Web: ampersandsadsales.ie   

Ampersand: A New Era of FMCG Excellence 

For over 75 years, Ampersand has been at the heart of the Irish retail industry, connecting global brands with Irish retailers and consumers. As a family-owned business, we have built a reputation for excellence across cigars, tobacco accessories, vaping, nicotine pouches, confectionery, snack foods, FMCG and wine.  

From 1st May 2025, Ampersand will no longer operate within the wine sector, allowing us to focus entirely on our fast-growing FMCG portfolio. This shift reinforces our commitment to bringing innovative, high-quality brands to the Irish market, catering to the evolving needs of retailers and consumers alike.  

With a nationwide footprint, Ampersand serves over 3,000 FMCG customers, from independent retailers to major retail groups. We also partner with Irish distributors, helping brands expand across the convenience and multiple sectors. 

Brand portfolio 

We represent leading global and Irish brands, including:  

Agio Cigars | Signature & Henri Wintermans Cigars (from 1 May 2025) | OCB | Clipper Lighters | Swan | X-Booster Caffeine Pouches | 77 Nicotine Pouches | Bob Snail Fruit Snacks | Cleeve’s Irish Confectionery | Sonas Sweets.  

With a dedicated field sales team and a hands-on marketing approach, we ensure seamless product placement, brand visibility, and strong retailer partnerships.  

Why choose Ampersand as your distribution partner? 

At Ampersand, we do not just distribute products – we build brands. Our approach includes:  

• Decades of industry experience – Leveraging deep FMCG knowledge to create tailored retail strategies.  

• Strong retail network – Direct access to Ireland’s leading retailers ensures premium shelf space and visibility.  

• Comprehensive brand support – From product launches to category management, we drive sustained growth.  

• Proven marketing strategies – Combining trade promotions, merchandising, digital marketing, and in-store advocacy to maximise impact.  

• Transparent collaboration – Keeping brand partners informed with open communication and strategic planning.  

Finding the right outsourcing partner for your brand 

A strong partner should have:  

• Proven category expertise – We understand the FMCG landscape and evolving consumer trends.  

• Established retail relationships – Our deep network across independent and major retailers offers a competitive edge.  

• A proactive sales team – We do not just move stock; we place, promote, and grow brands in-store.  

• A tailored approach – Every brand is different, and we develop custom strategies to maximise potential. 

How we ensure your brand reaches consumers effectively 

• Retailer relationships – Our long-standing partnerships with all major retail groups and independent stores ensure strong product placement.  

• Multi-channel distribution – We provide direct-to-store delivery, van sales, and merchandising support, ensuring product availability where it matters most.  

• Staff training & brand advocacy – We equip retail staff with the knowledge and confidence to sell your products, turning them into brand ambassadors.  

• Market-leading brand support – We enhance visibility and sales through trade promotions, merchandising, digital marketing, and product sampling, helping brands achieve strong consumer engagement and long-term growth. 

Expanding our FMCG portfolio with global innovations  

Ampersand is at the forefront of consumer-driven trends, introducing exciting new global brands to our portfolio that tap into the demand for functional wellness, premium lifestyle choices, and health-conscious snacking:  

• X-Booster Caffeine Pouches – The first caffeine pouch on the market, delivering a convenient, sugar-free energy boost for busy professionals, gamers, and fitness enthusiasts.  

• 77 Nicotine Pouches – Recognised as Best Nicotine Pouch Innovation at InterTabac 2024, 77 offers a premium, discreet nicotine alternative. With an exclusive F1 partnership with Valtteri Bottas, it includes two signature flavours within its diverse range.  

• Bob Snail 100% Fruit Snacks – A global success in clean-label snacking, Bob Snail’s 100% fruit snacks cater to health-conscious consumers looking for natural, wholesome options.  

• Signature & Henri Wintermans Cigars – From May 1, 2025, we will proudly distribute Signature and Henri Wintermans, brands synonymous with craftsmanship and rich flavour, further strengthening our premium tobacco portfolio. 

A strong future ahead   

Ampersand’s future is built on innovation, expertise, and a relentless commitment to delivering premium products to the Irish market. As we expand our FMCG offering, we remain a trusted partner, offering the industry knowledge and market-leading strategies that have defined us for decades.  

For partnership opportunities or more information, contact Ampersand on 01 4130100 or visit: www.ampersandsales.ie.  

Fox’s Burtons

Nerds Range

SHS Sales & Marketing

SHS Sales & Marketing  

Fact file 

Address: Unit Q1, Aerodrome Business Park, Rathcoole, Co. Dublin, Ireland  

Phone: 00 353 (1) 4016200  

E-mail: info@shs-sales.ie  

Website: www.shs-sales.ie  

Full list of brands / brand partners 

Airwick, Biobag, Biofreeze, Bonjela, bottlegreen, Brasso, Cillit Bang, Clearasil, Cricket Lighters, Deep Heat, Deep Freeze, Dettol, Disprin, Durex, Finish, Fybogel, Gaviscon, Harpic, Jammie Dodgers, Lemsip, Maguire & Paterson Matches, Marigold, Mars Cookies, Maryland Cookies, Meridian, Mr Sheen, Napisan, Nerds, Nurofen, Optrex, Organix Baby Food, Primula, Royal Edinburgh, Shloer, Senekot, Silvo, Steradent, Strepsils, Terry’s Chocolate Orange, Toffypops, Vanish, Veet, Vileda, Viscount, Wagon Wheels, Windowlene, WKD, Woolite.  

Brand social media handles: https://www.linkedin.com/company/shs-sales-marketing-ireland/  

Elevating brands with SHS Sales & Marketing  

SHS Sales & Marketing is one of Ireland’s largest sales and marketing companies, renowned for our expertise, market knowledge and commitment to excellence. Our team has a wealth of expertise, crafting innovative strategies and executing meticulous merchandising plans to drive brand success. Leveraging comprehensive market insights, we ensure brand prominence, visibility and impact in a competitive landscape. Central to our success is our people-centric culture, fostering collaboration, creativity and continuous learning to build lasting relationships based on trust and mutual success.  

Our ability to seamlessly introduce new brands to our portfolio is a testament to our expertise. In 2024, we welcomed Fox’s Biscuits and Nerds candy, further enhancing our diverse range of offerings. These introductions were supported by strategic planning, comprehensive market analysis, and impactful in-store execution, ensuring these brands achieved strong traction in the Irish market. 

A commitment to responsible growth  

At SHS, we believe in balancing commercial success with a strong sense of responsibility. Sustainability is embedded in how we do business. From reducing our carbon footprint to supporting our Brand Owner sustainability efforts, we are committed to driving positive change. For example, we have invested significantly in greener logistics solutions, embedded sustainable practices, partnered with Brand Owners to deliver impactful environmental initiatives and supported our local communities. These efforts ensure that we not only support brand growth but also contribute to a more sustainable future.  

When considering outsourcing partners, Brand Owners should prioritise finding a partner that aligns with their values, goals and specific brand needs. At SHS, we believe in the power of partnership to drive brand growth. By selecting SHS as your outsourced solutions partner, Brand Owners can tap into our expertise and track record of driving sales growth for a diverse range of household brands.  

Our success lies in our ability to form strategic alliances and capitalise on synergies within product portfolios. For example, by combining the Cricket Lighters and Standard Brands portfolios, we leveraged our strength and scale in the ignition category, gained market share in the lighter category, and achieved market-leading in-store execution.  

We have successfully launched WKD Zero and WKD Vibe. These innovations not only expanded the WKD portfolio but also resonated with a broader consumer base.  

In addition, our seasonal selling period executions across key brands showcased our expertise in seasonal activation, delivering exceptional in-store displays and driving sales. 

Turning insights into action  

 Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our Sales team, armed with channel expertise and category knowledge, cultivates excellent relationships with buyers and utilises market and consumer insights, along with Brand Owner data, to anticipate and shape market dynamics. A recent example includes supporting Meridian, Ireland’s number one nut butter brand, with excellent in-store execution to drive awareness and maintain its market-leading position.  

SHS represents a range of iconic brands including WKD, Fox’s Biscuits, Nerds, Burton’s Biscuits, Punjana, Reckitt’s Household and Healthcare, Meridian, Shloer, bottlegreen, Biobag, Organix, Terry’s, Vileda, Maguire & Paterson matches, Cricket lighters, and Zip ignition products.  

When partnering with SHS to outsource your brand, you gain access to a wealth of expertise aimed at optimising your brand’s potential, anticipating market needs, and ensuring outstanding results. We understand that flexibility is paramount, which is why we tailor our services to suit your brand’s unique needs and goals.  

Merchandising excellence  

We devise and implement tactical solutions to achieve your brand’s strategic goals. Expertly designed and high-quality merchandising is crucial to ensuring maximum visibility for your brand in the retail environment. For example, in response to increasing consumer demand for self-medication during the cold and flu season, we collaborated with Reckitt’s Healthcare team to develop impactful in-store branding for their winter medication range. By securing ladder displays and free-standing display units, we enhanced visibility and drove significant category growth.  

Similarly, our work with Zip ignition products showcased our ability to create standout in-store displays that capture consumer attention and drive sales. These initiatives reflect our commitment to delivering creative and effective merchandising solutions that align with brand strategies.  

SHS Sales & Marketing continues to enhance its portfolio’s impact through innovative strategies, robust retailer relationships and a commitment to excellence. Whether launching new brands, executing seasonal campaigns, or advancing sustainability goals, we remain focused on driving growth and delivering success for every partner we represent.  

Wholefoods Natural Foods & Healthcare

Wholefoods Wholesale (trading as Simply Wild)

Address: Unit 3, Kylemore Ind Estate, Killeen Rd, D10TY20

Phone: 01 778 3388

E-mail: sales@simplywild.ie

Website: www.wholefoods.ie

Key brands:

Food: Biona, Minor Figures, Deliciously Ella, Yfood, Ortiz, Bio&Me, Bragg Cider Vinegar

Healthy Snacking/Confectionery: Booja Booja, Love Corn, Ombar, Dr. Coy’s, Boundless, Hippeas

Ready To Drink: Dash Water, Cawston Press, Unrooted, ActiPh, Living Things

Supplements:, Optibac, Sambucol, Better You, Rescue Remedy

Household: Ecover, Lilly’s Eco Clean, Method

Personal Care: Flo, Natracare, Mooncup

Company description

Wholefoods Wholesale (trading as Simply Wild Ltd.), is the leading distributor of natural and health & wellness products nationwide. We specialise across multiple product categories in the health and wellness space, including; foods, ready to go drinks, snacking, confectionery, nutritional supplements, eco household and personal care. Our specialised channel-based field sales teams, supported by our marketing team, are dedicated to building brands within Irish retail.

We are constantly monitoring the latest trends within health & wellness, and our experienced commercial team can provide insights and advice on innovative emerging products that consumers want.

With our warehouse and office based in Dublin, our consolidated supply chain allows nationwide distribution to over 2,500 retail points across Ireland.

Wholefoods has a proven record of working with both brand and retail partners to build and develop brands. We are committed to helping you grow your business by driving our brand knowledge support and providing a superior service.

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Read More: Ampersand sales and marketing SHS Sales & Marketing

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