Crunch time!

With family snacks worth nearly €50m in retail sales value and the healthier crisps and snacks segment worth €13m and currently in double digit growth at +19%, ensuring you have the right range across impulse, sharing and better-for-you (BFY) formats, will optimise sales across this key category, writes Gillian Hamill


Brand Central

16 June 2022

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Savoury snacks became part of planned grocery purchases in 2021, research from Euromonitor Ireland has found. According to its ‘Savoury Snacks in Ireland’ report, savoury snacks were traditionally impulse purchases, but that has significantly changed in recent months. Premium savoury snacks are also expected to boost value sales over forecast period, Euromonitor said.

What’s more, the pandemic accelerated the trend of premiumisation in snacks, and Irish consumers are increasingly willing to spend more on higher quality products. Emphasis on sustainable packaging is also set to increase. As consumer awareness around the issues of sustainable, eco-friendly packaging continues to grow, more manufacturers have been embracing environmentally friendly packaging materials.

The crisps and snacks market benefitted greatly from pandemic-driven at home snacking. Throughout this time, Irish brands have continued to innovate with flavour extensions, lower calorie options and new packaging designs. ‘Family snacks’ is currently the number one crisps and snacks segment worth nearly €50m in retail sales value (RSV)*. It’s important to also stock a strong range of tasty healthier snack options, considering that the healthier crisps and snacks category is worth €13m and in double digit growth at +19%*.

Here, we take a closer look at the brands and innovations that are generating excitement within the category.

*(Source: Nielsen Total Scantrack April 2022)

Ireland’s number one!

Tayto, Ireland’s favourite crisps and snacks brand*, kicked off the year on a strong foot with the addition of two new SKUs to the Tayto ‘Lighter Choices’ portfolio. Tayto Lentil Chips are an ideal offering for consumers who are looking for something, with 100% flavour but with 40% less fat**. Since launch, Tayto Lentil Chips have achieved a NSV of over €500K and this is only set to grow as advertising support continues throughout 2022. They are available in two mainstream flavours: Cheese & Onion and Sour Cream & Onion. The Lentil Chips launch saw through-the-line support with TV, video on demand (VOD), radio, out-of-home (OOH), PR, and social media and eye catching in-store displays

Tayto Cheesatees, which launched in spring last year, taps into the growing cheese flavour market segment*** Consumers will not miss the continued advertising support for this brand, which has just come off air but will feature again in the coming summer months across VOD and social media.  Consumers are prompted to ‘Feed their Cheesiosity’ and the brand advises retailers to make sure they are stocked up this summer to gain the most of Tayto Cheesatees continued advertising support.

Mr. Tayto has got the nation talking with his most recent mischievous antics. After disappearing off key packs, social media and no public appearances, Tayto HQ put a call out for information on his whereabouts. Much commotion erupted with the public, Irish businesses and well-known Influencers speculating on his whereabouts. It has recently emerged that he is living his best life and ticking off his bucket list with travels across the world. This campaign will live primarily across digital and social but will also cover DOOH, PR, media partnerships and not to mention a large presence in store. This campaign runs into the summer months and will cumulate in a new limited-edition flavour that is sure to go viral!

To make the most of this brand campaign, ensure you stock up on Tayto, the number one crisps and snacks brand in the market*.

*(Source: Nielsen Scantrack C&S Value MS MAT April 2022)

**(Source: 40% less fat per 100g of Tayto Cheese & Onion flavour potato crisps)

***(Source: Nielsen Scantrack C&S Volume MS MAT April 2022 – Cheese Flavour at 4.6%)

Popping ahead!

Popchips contain less than 75 kcal per 17g pack

Popchips are a different type of snack for a different type of snacker. The brand believes better doesn’t have to be boring. They’re popped, not fried, big on flavour and big on crunch. Popchips celebrate a positive vibrant, and colourful approach to life, feeling good on the inside and awesome on the outside. Popchips are a tasty little light and crunchy number. So, it’s time to revolutionise snack time with new Popchips, perfect for summer snacking! Grab a bag and live life to the full because life is what you make it. So why not make it pop with Popchips?

Popchips are a hit with health-conscious snackers, with less than 75 kcal per 17g pack. They are also gluten free with half the fat of fried crisps, are popped not fried, suitable for vegetarians and contain no artificial anything

Popchips are available in 23g, 85g and Multipack formats and come in four tasty flavours, BBQ, Sour Cream and Onion, Salt and Vinegar and Thai Sweet Chilli.

They will be supported with social and influencer collaborations as well as In-store during the summer months to drive awareness and trial.

Taste above all else

Launched last summer, O’Donnells Furrows have added more than €1 million retail sales value (RSV) to the crisp category

O’Donnells Hand Cooked Crisps are the leading hand cooked crisp brand in Ireland and currently hold 5.1% value market share*. Over the last decade, Ireland has fallen in love with the premium quality and great tasting flavours of O’Donnells crisps. Today, O’Donnells is the most awarded crisp brand in the Irish market.

O’Donnells Furrows, which launched last summer have performed exceptionally well adding more than €1 million retail sales value (RSV)* to the crisp category and are well positioned to drive further growth of the O’Donnells brand in the future. O’Donnells Furrows deliver crisp perfection in taste and flavour. The deep grooves of the furrows ploughed on the Seskin family farm are the inspiration for this product. According to the brand, the extra deep ridges capture more of the outstanding taste and flavour that O’Donnells consumers know and love.  O’Donnells Furrows are available in two delicious options; Mature Cheese & Red Onion and Irish Cider Vinegar and Sea Salt in 50g single serve and 125g share bags and are gluten free with no artificial colours, flavours or MSG.  As a testament to the fantastic quality and taste of these new products, O’Donnells Furrows were awarded Gold & Silver awards in the Crisps Category at the Irish Quality Food Awards and Free From Food Awards in 2021.

In May, O’Donnells is launching a new and improved Sweet Chilli flavour which offers a delicately fused secret blend of aromatic spices with a fiery kick of red chillies to create the spicy and sweet taste. The new and improved recipe has been perfected to its finest Sweet Chilli flavour yet, creating a truly exquisite hand cooked crisp.

O’Donnells will be supported throughout the coming months with the ‘Taste Above All Else’ campaign. The campaign is live on TV, radio, VOD, social, digital and in-store, driving awareness and demand for O’Donnells.

*(Source: Nielsen MAT Value Sales March 27, 2022, Crisps & Snacks)

Perfectly crinkled

With 21.7% market share, Hunky Dorys is Ireland’s number one crinkle cut crisp brand

Hunky Dorys, Ireland’s number one crinkle cut crisp brand, continues to grow ahead of the crisps market resulting in a 21.7% market share for the brand*.

The brand has had a strong start to 2022 with key campaigns since February. Continuing to tap into the brand’s synonymous association with rugby, Hunky Dorys kicked off the year tying into the Six Nations snacking occasion with a ‘Win a trip to Six of Europe’s Nations’ campaign. This campaign was executed across social, digital, PR and with a vast presence across the trade.

Hunky Dorys also made waves with the release of two Hunky Dorys Limited Editions; Smoked Applewood Cheese & Jalapeno and Pork Ribs Marinade flavour. The launch was supported by PR partnerships, social and stand-out displays in-store to encourage shoppers to trial these new flavours which tap into the growing meaty and spicy flavour trends.

In addition to these key initiatives, Hunky Dorys has also invested heavily above-the-line (ATL). Recently, brand hero, ‘Christy the Crinkler’, returned to the nation’s TV screens. This much-loved character and his unique skills to perfectly crinkle each crisp, featured across TV, cinema, VOD and social delivering a reach estimate of over 3 million for the campaign**. This fun and memorable creative featuring across various media platforms illustrates the ongoing investment in the brand.

With an action-packed year so far for the Hunky Dorys brand and plenty more to come for H2, the brand advises retailers to ensure you are stocked up on these crinkle cut flavoured maniacs as they continue to disrupt the crisps category: ‘Go Hunky Dorys or Go Home!’

*(Source: Nielsen Scantrack Crisps market MAT April 2022)

**(Source: Media reach estimate)

A giant year!

Walkers is launching a new Wotsits Giants Prawn Cocktail flavour, two times bigger than the standard Wotsits size

Wotsits and Monster Munch Giants sharing range has been a giant success for Walkers, nearly doubling this past year to over €2m RSV. More importantly, 55%* of the sales are incremental, as Giants recruits new savoury buyers into the category. Family snacks is now the number one crisps and snacks category worth nearly €50m RSV*, growing faster than flat crisps. This month Walkers will launch a new Wotsits Giants Prawn Cocktail flavour. Two times the size of a standard Wotsit, the new Giants Prawn Cocktail Wotsits shows that size really does matter…when it comes to snacks! Supported with a huge ATL campaign during June and July with TV, OOH, digital and shopper, this popular Irish flavour is guaranteed to be a family favourite this summer, so the brand advises retailers to stock up!

*(Source: AC Nielsen Total Scantrack April 2022)

Sales are on fire!

An iconic global brand and Ireland’s number one tortilla chip, Doritos continues to heat up the snacks aisle, with year-to-date (YTD) sales up +9%. Tapping into consumers’ desire to holiday abroad this year, the recent Doritos ‘Win a Holiday’ campaign was a huge category growth driver and with over 75,000 entries so far, it’s been the most successful on-pack competition in years!

Tapping into Gen Z’s passion for football, Doritos’ UEFA Champions league sponsorship continues to recruit new consumers into the snacks category and this summer, the brand will be celebrating the Women’s Euros with special limited edition football packs with thousands of prizes to be won.

Renowned for bringing new exciting flavours to market, Doritos will not disappoint later in the year. The brand has an exciting new Doritos Dippers range, with extra crunch and some delicious new flavours, perfect for dipping or ‘nacho night’! And then some really exciting new flavours coming in Q3 perfect for those cosy winter nights in or to get the party started, watch this space!

*(Source: Nielsen Total Scantrack April 2022)

Make your snack sales pop!

Popworks is a number one bestseller in the US

The healthier crisps and snacks category is worth €13m and in double digit growth at +19% as consumers look for new tasty healthier snack options*. Pepsico is the number one better-for-you (BFY) supplier, with 52% share and is set to become even bigger with the launch of a new sharing snacks brand, Popworks. A new delicious range of popped crisps, with a crunchy irresistible taste but with all the healthier snack credentials – never fried, 60% less fat**, only 75 calories, vegan and gluten free, this range is sure to appeal to the 50% of Irish consumers*** looking for a healthier snack option. A number one bestseller in the US, this new fun tasty sharing snack, with its colourful packaging and delicious flavours and best of all, no taste compromise, will certainly add an awesome “pop” to the BFY sharing aisle. The brand therefore advises retailers to stock up and get ready to see your snacks sales pop!

*(Source: Nielsen Total Scantrack April 2022)

**(60% less fat than a standard crisp)

**(Source: Ref PepsiCo Future of Snacks Research 2021)

A feast of flavours

Forest Feast’s Salted Caramel Milk Chocolate Almonds are dusted with a pinch of sea salt before being dipped in creamy Belgian milk chocolate

Innovative snack brand Forest Feast has launched a range of impulse packs that are perfect for front of store, or as part of a meal deal. The 40g packs are all gluten free, vegetarian or vegan friendly, packed into recyclable film and are available in branded shelf-ready packaging.

The range includes the following:

  • Salted Dark Chocolate Almonds with salt and dusted with cocoa powder (vegan, gluten free)
  • 60% Cocoa Dark Chocolate Sour Cherries with Belgian 60% cocoa dark chocolate (vegan, gluten free)
  • Pitmaster Smoked Almonds & Peanuts with oak-smoked Irish sea salt (vegetarian, gluten free)
  • Heather Honey Roast Peanuts & Cashews with Scottish heather honey and sea salt crystals (vegetarian, gluten free)
  • Sea Salt & Black pepper Nut Mix with sea salt crystals and crushed black peppercorns (vegan, gluten free)
  • Salt & Vinegar Nut Mix with sea salt and apple cider vinegar (vegan, gluten free)

Forest Feast Impulse packs are available now with an RRSP of €1.50/40g.

Salted Caramel Milk Chocolate Almonds are the latest extension to the Forest Feast Signature Chocolate Nut range which allows consumers to reconcile the goodness of nuts with the indulgence of Belgian chocolate. These are handcrafted inhouse with a distinctive innovative Forest Feast twist. The nuts are oven-roasted with their skin-on to give real depth of flavour before being drenched in Belgian chocolate.

These sweet, caramelised roasted almonds are dusted with a pinch of sea salt before being dipped in creamy Belgian milk chocolate. An irresistible, moreish treat day or night! (vegetarian, gluten free).

The current range includes best-selling Sea Salted Dark Chocolate Almonds, Belgian Milk Chocolate Almonds and Cookies & Cream Almonds.

Forest Feast Signature Chocolate Nuts are available with an RRSP of €3.75/120g.

Take your tastebuds on holiday

 Pringles has added two new flavours to its range – Italian Style Pepperoni Pizza Flavour and New York Style Cheeseburger Flavour.

The new additions are part of Pringles’ new ‘Passport Flavours’ collection and are inspired by the delicacies of New York and Italy. Aiming to bring consumers on a sensorial trip around the world, the delicious limited-edition flavours will be available from this month onwards.

Pringles fans have come to expect innovation from the brand and its latest launch won’t disappoint. Consumers are encouraged to try these ‘Mind Popping’ flavours soon as they’ll only be available for six months.

The two new additions follow on from the launch of Sweet Chilli Flavour and Spicy Chorizo Flavour in January this year. These new flavours joined the hugely popular Sizzl’N range which builds in spice with every bite.

Pringles also recently launched Stay in the Game, its first gaming campaign under new brand platform, Mind Popping. Pringles Stay in the Game is now live across Ireland and was created after consumer research discovered gamers love Pringles as it’s easy to eat and had less mess which meant they could stay in the game longer. Pringles fans are in with a chance to win a branded Xbox Series X by inputting the code found on the Pringles tube into the brand’s website to find out if they’re a winner.

Rich in flavour and intensity

Made from the freshest whole potatoes, Manhattan Crisps have grown considerably in popularity during the past couple of years

Manhattan Crisps are steadily becoming a household favourite with the most popular flavour, Cheese and Onion, being referred to as “the black bag of crisps”. A prominent feature in many shops and pubs throughout Ireland, Manhattan Crisps come in a variety of flavours suitable for a variety of people.

With the growth of the product and increase demands, Manhattan Crisps are being stock in more and more shops around Ireland.

With Manhattan Crisps, shoppers can choose from Cheese and Onion (a firm favourite), Salt and Vinegar and Smoky Bacon. Manhattan Crisps are made from the finest and freshest whole potatoes all wrapped up for the perfect crunch. Each crisp flavour is simple and true with no complicated recipes or added ingredients – just rich in flavour and intensity!

All three flavours are suitable for vegetarians while Manhattan’s Smoky Bacon Crisps are also suitable for vegans! All flavours can also be found in a 35g bag while Manhattan’s Cheese and Onion and Salt and Vinegar can also be found in 150g share bags – however we have heard many people never really plan to share!

Manhattan Crisps have grown in popularity considerably over the past couple of years, with many people actively searching for locations where they can purchase the ultimate flavoursome crisps – a compliment in itself!

Crop to crisp

Keogh’s Crinkle Cut Guinness & Oyster crisps have a satisfying stout taste that makes them truly moreish

Keogh’s hand cooks Ireland’s finest delicious crisps in small batches on its family farm. Made with only the very best quality of ingredients, Keogh’s collaborates with local Irish suppliers for unique exciting flavour combinations and recently launched two new varieties in Crinkle Cut; including Guinness Flame Grilled Steak and Guinness & Oyster.

The Guinness and the Keogh family connection goes back several generations. Tom Keogh’s grandfather, Peter Keogh, sold his grain to the St James’s Gate brewery, and this partnership has now come full circle as they came together to create a crisp like no other. Keogh’s Extra Crunchy Crinkle Cut Deep ridges, brimming with authentic Irish taste and character, are deliciously different and deeply satisfying. The roasted barley, hops, and malt of Guinness gives these Keogh’s crisps that smooth and satisfying stout taste that you won’t be able to put down!

June also saw the launch of a new limited-edition flavour as Keogh’s collaborated with Cashel Farmhouse Cheesemakers, the Internationally award-winning Blue Cheese Makers, to create Cashel Blue Cheese & Caramelised Onion crisps. Lovingly crafted by the Grubb Family, Cashel Blue Cheese is made on the family farm with milk from Ireland’s most lush and nutrient rich pastures. Cashel Blue which is loved for its depth of character and tanginess teams perfectly with caramelised onion, along with a touch of garlic, rosemary and parsley to make the ultimate gourmet crisp. Perfect for a summer picnic, or for kick starting a dinner party with a glass of red, Keogh’s Cashel Blue Cheese & Caramelised Onion are sure to be a conversation starter this summer.

Guilt-free street food stars

Cali Cali Supersnacks are high in fibre, high in protein, plant-based and low in calories

Cali Cali Foods launched almost three years ago, with a mission to bring the world of healthy eating and street food flavours together inspired by the co-founders’ experiences travelling through California. Now, with an enviable product range and loyal customer base, the Irish brand launches a new range of its Cali Cali Superbars.

The Cali Cali Himalayan Salt and Chocolate & Peanut Superbars both won Free From Foods Ireland Awards in 2021



The Cali Cali concept remains the same – to provide great tasting California style flavours combined with California style healthy benefits. The snacking range now includes healthy and tasty crisps, Supersnacks and now a range of Superbars.

Within the Cali Cali Crisp range, made with chickpeas, yellow and green beans, the Buffalo Chipotle and Hot Sauce Crisps have both won Great Taste Awards in 2021. The entire range is vegan, gluten free, low fat, low sugar and no artificial sweeteners and flavourings.

Cali Cali Buffalo Chipotle and Hot Sauce crisps both won Great Taste Awards in 2021

The Supersnacks range, which are a mix of crunchy chickpeas and fava beans in the Buffalo Chipotle and Hot Sauce flavours. These Supersnacks stand out from other healthy snacks with their unique benefits such as high in fibre, high in protein, plant-based and low in calories. They are perfect for on-the-go for a quick snack and protein boost.

Cali Cali is inspired by a mission to bring the world of healthy eating and street food flavours together

Within the Superbar range, made with superfood ingredients, the Himalayan Salt and Chocolate & Peanut Superbars have both won Free From Foods Ireland Awards in 2021. The entire range is vegan, dairy free, gluten free, high in protein low in sugar and no artificial sweeteners.

Naturally tasty

Snack Farm is already a proven and successful online brand, with a Google 5-Star Rating. The Irish impulse snacking company is backed by rugby legend Rob Kearney. The Snack Farm range of tasty snack mixes is now being launched into retail by Richmond Marketing.

“Consumers are looking for new and tasty ways to snack better on the go” says Kearney, Snack Farm’s director of wellbeing. “This is why I have got involved in the business. I believe the future of impulse snacking is more natural, tasty ingredients in handy pack sizes.”

Snack Farm was established with the mission of ‘making it easy for everyone to snack a little bit better every day’. The brand set out to disrupt the traditional snack bar market, by effectively deconstructing a bar, and using only wholefood ingredients. Snack Farm calls this innovation a ‘Modern Trail Mix’. Taste plays the lead role, as its biggest insight is that consumers need their snacks to taste good first. The snack bars are designed as a grab and go option that make you feel satisfied. And since they’re packed with natural energy, fibre and protein, you will feel good too.











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