Crunchy chronicles 

From the rise of healthier alternatives to the enduring popularity of traditional favourites, explore the latest trends and innovations in Ireland's snacking landscape, Shauna Bernard writes 


Brand Central

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1 July 2024

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According to Mintel’s ‘Ireland Consumer Snacking Habits Market Report 2023’, there is a notable trend towards smaller snacks driven by the increasingly mobile and flexible lifestyles of consumers. Brands have an opportunity to capitalise on this shift by introducing snacks that are compact yet provide a quick energy boost or offer immune system support. 

A recent report by Euromonitor on Snacks in Ireland confirms the enduring popularity of snack sales, particularly those offering healthier alternatives such as vegan and natural options. The report also suggests that producers of savoury snacks are expanding their product lines to include sharing packs and multi-packs, strategically positioning themselves to sustain volume sales growth and capitalise on seasonal opportunities such as BBQs and picnics. 

Despite the growing preference for healthier snacks, traditional favourites like crisps remain in high demand. Classic flavours continue to occupy shelf space as consumers retain their affinity for familiar indulgences, even as they strive to make healthier choices. 

This dual preference for both healthy snacks and traditional favourites shows the importance for retailers to maintain a diverse product offering. Stores must ensure they cater to various consumer preferences, offering a range of options including quick snacks, shareable items, and healthier alternatives. 

Convenience is a key consideration for consumers in snack selection. With busy lifestyles, individuals seek snacks that are easy to grab on the go. Brands are responding to this demand by introducing smaller, more portable packaging, catering to consumers’ need for convenience during busy days or quick breaks. 

The snacking landscape in Ireland is evolving, with a demand for healthier options alongside traditional favourites. Brands that adapt to these changing preferences by offering a diverse range of snacks, including convenient and portable options with added health benefits, are likely to thrive in this dynamic market. 

 Celebrating Tay70  

In a milestone year for Ireland’s top Crisps and Snacks brand*, Tayto is celebrating its 70th anniversary with momentum. The year kicked off strongly with Tayto Lentil Chips, the No.1 lentil chips brand*, making a splash in the ‘Better For You’ category by introducing the new Creamy Paprika flavour, supported by an unmissable advertising campaign across various platforms.  

Lunchtime, a key moment for purchasing impulse packs, is being targeted throughout the year with Tayto’s “Add Some Crunch to your Lunch” campaign. This includes time-focused radio ads on popular Irish stations, encouraging consumers to choose Tayto as part of their lunch.  

Tayto will also release a new limited edition impulse pack during the summer months. These limited editions typically sell out within three weeks**, so retailers are encouraged to stock up early to meet demand and avoid disappointing shoppers.  

All key brand activities are being underpinned by the 70th-anniversary celebrations. Mr. Tayto himself kicked off the festivities by participating in this year’s St. Patrick’s Day parade with a special birthday float. The celebrations will continue with the Tayto 70th Birthday Roadshow, promising an unforgettable experience showcasing the brand’s history through memorabilia and interactive exhibits, appealing to all ages. From May to July, Tayto’s best-selling C&O impulse and 6-packs will feature the “Tay70” logo, and retailers are encouraged to stock up on these to capitalise from the host of anniversary activities.  

You can expect more surprises from Mr. Tayto throughout the rest of 2024 so keep an eye out for exciting new Tayto brand activities and ensure you are stocked up on the full range to see sales soar.  

Source: “Based in part on data reported by NIQ through NielsenIQ Database for Crisps & Snacks for MAT period ending 19th May 2024, for Ireland Multiples and Retail Channels.  Copyright © 2024  

**Tayto LE sales out  

Crinkle champion 

Hunky Dorys, Ireland’s No.1 crinkle cut crisp brand*, made a bold start to the year by launching their “scrum-ptious” rugby campaign. Dubbed “Slam a Grand,” the campaign was strategically timed to coincide with the Six Nations snacking occasion, where 10 lucky consumers had the chance to win €1000.  

The campaign was executed through a combination of in-store activations, social media, and digital advertising. The campaign further solidified Hunky Dorys’ as the go-to snack choice for rugby enthusiasts.  

In what’s penned as a big year for sports, Hunky Dorys will also leverage further sporting snacking occasions this summer, with a strong in-store presence delivered through eye-catching POS. Retailers are encouraged to gear up for this year’s “Summer of Sport” by stocking up on Hunky Dorys – the sport loving fan’s much loved crinkle cut crisp!  

Go Hunky Dorys Or Go Home!   

Source: * Based in part on data reported by NIQ through NielsenIQ Database for Crisps & Snacks for MAT  period ending 19th May 2024, for Ireland Multiples and Retail Channels. Copyright © 2024  

Flavour frenzy 

O’Donnells Fire Roasted Buffalo Wings crisps

O’Donnells Hand Cooked Crisps continue to solidify their position as Ireland’s number one hand-cooked crisp brand, commanding 12.1% value market share*.  Since 2010, O’Donnells has captured the hearts of Irish consumers with its superior quality and delectable range of flavours.  

Proudly boasting the title of the Most Awarded Crisp in Ireland, O’Donnells has been honoured with an impressive 11 awards in the past year alone. These prestigious accolades serve as a testament to the exceptional quality offered by Ireland’s favourite hand cooked crisp brand**.  

In further good news, O’Donnells have  announced the launch of their brand new flavour: Fire Roasted Buffalo Wings. O’Donnells Fire Roasted Buffalo Wings perfectly combines bold tangy flavours with roasted spices to deliver an indulgent experience that is designed to be savoured.  

Hitting the shelves just in-time for summer, O’Donnells’ delectable new flavour is the snack of choice for those leisurely summer moments.  Indulge in O’Donnells’ exquisite fusion of flavours during a relaxing summer evening, or delight your guests with this fire-roasted taste sensation at your BBQ gatherings.   

O’Donnells has successfully brought the ‘Taste Above All Else’ campaign to life, spanning across TV, VOD, OOH, Social and In-store which will continue throughout the summer. The new product launch will be activated across the summer months, driving significant mental and physical availability, enhancing sales performance in store.  

*Source: Nielsen MAT Value Sales w/e 24/03/2024 Crisps.  

** 2023 Awards:  5 x Free From Food Awards, 3 x Irish Quality Food Awards and 3 x Great Taste Awards 

 Sweet chillies! 

Keogh’s Crinkle Cut Spicy Sweet Chilli crisps

In 2023, Keogh’s soared to snacking stardom with their Sweet Chilli Crisps, clinching prestigious awards like the Great Taste Award, Blas na hÉireann, and the Irish Quality Award.  

Building on  this triumph, 2024 sees the unveiling of Keogh’s latest sensation: Spicy Sweet Chilli Crinkle Cut. This innovative addition caters to crinkle cut enthusiasts, promising an extra crunch and an extra kick of spice.  

Crafted in small batches on their farm, Keogh’s maintains its commitment to quality by using  potatoes grown in their own fields, paired with the finest sunflower oil. Each batch is a  testament to their dedication to local sourcing, as ingredients are carefully selected from Irish  suppliers. The fusion of traditional Thai spices with locally grown Irish Sweet Chillies, courtesy of  Taylor’s in Lusk, North County Dublin, creates a symphony of flavours that tantalises the taste buds.  

Spicy Sweet Chilli Crinkle Cut will be available in all leading supermarkets from July 2024 and is  set to bring some heat to the snacking aisle this summer.  

Trailblazers of treats 

Forest Feast’s Dark Chocolate Cherries impulse packs

Snacking innovators, Forest Feast have launched impulse packs of their bestselling snacks. The seven-strong range caters to all tastes, from Dark Chocolate Almonds and Dark Chocolate Cherries to the newest editions; Valencia Orange Milk Chocolate Almonds and Salted Dark Chocolate Cashews.   

The range is gluten free, with vegan and non-HFSS options and comes in recyclable packaging with colour-coded shelf ready boxes, making them ideal for front of store.   

The range is also suitable for hanging on clip strips throughout stores. In smaller store formats or for incremental sales through dual merchandising, clip strips are the perfect solution alongside soft drinks, meal deals or near BWS. 

Three products from the range are also available on branded pub-cards for out of home and on-trade, to give a point of difference from the standard offerings. 

The range has an RRSP of €1.65 

 Chocolate Dipped Snacks 

  • Forest Feast Salted Dark Chocolate Almonds 40g (available in SRP, clip-strips & pub-cards) 
  • Forest Feast Dark Chocolate Sour Cherries 40g (available in SRP & clip-strips) 
  • Forest Feast Valencia Orange Milk Chocolate Almonds 40g (available in SRP & clip-strips) 
  • Forest Feast Salted Dark Chocolate Cashews 40g (available in SRP) 

Slow Roasted Seasoned Savoury Nut Mixes 

  • Forest Feast Honey Roast Peanuts & Cashews 40g (available in SRP & pub-cards) 
  • Forest Feast Salt & Vinegar Nut Mix 40g (available in SRP & pub-cards) 
  • Forest Feast Salt & Black Pepper 40g (available in SRP) 


For more information contact: marketing director – or sales – 

Pringles’ Euro escape! 

Pringles limited edition green, white and orange cans

This summer Pringles is going green, white and orange with a range of limited-edition cans with an Irish flag on its Original and Sour Cream and Onion flavours.   

With these cans, Pringles and football fans alike can be in with the chance to win a holiday for two worth €5,000. To enter, simply scan the QR code on any can of Pringles and play a football-inspired game to be put into the draw.   

The four lucky winners will have the choice of a holiday for two people to a European destination where they will stay for five nights in a 4-star hotel, with €400 spending money, dinner at a top restaurant, airport transfers and a choice of a football stadium tour, a spa day, or a cultural experience depending on their preferences. The choice of European destinations include Barcelona, London, Paris, Berlin, Istanbul and Milan. 

The cans will be available in supermarkets across Ireland from May.  

Proper flavour! 

Properchips Jerk Sauce flavour chickpea chips

Proper Snacks, proud makers of Propercorn, has launched a new range of Properchips, powered by chickpeas in a range of three new flavours. Tongue-tingling Ghost Chilli & Yuzu, spicy and tangy Jerk Sauce, and mild and moreish Katsu Curry Flavour all draw inspiration from a range of popular global cuisines as consumers continue to look for exciting, punchy flavour.  

Our research shows that taste is key1, but when shopping for genuinely healthier options many products on the market fall short. The new Properchips bring bold, exciting options to snacking, as consumers continue to seek out healthier options that don’t compromise on taste.   

The Properchips chickpea range is under 100kcal per serve and is HFSS compliant. Each pack is vegan, gluten-free and seasoned with natural flavours.  

Properchips Lentil Sharing has had strong value sales growth performance in the L12W +11% and +21% over the last year.   

In true Proper style, each pack has been illustrated with its own ‘extra’ flavour character, continuing to hero the brand’s distinct playful personality. Combined with the visual world of big bold typography and collision of colours, the range is bringing excitement back to the BFY category.   

Launching in both Sharing and Grab bag formats these will be available across the Trade from July/August 2024  

[1] Kantar, Feb 2024  

“Data Source: Based on collated EPOS from over 1500 Republic of Ireland stores for 12w/e 19th May 2024 and for 52w/e19th May 2024”  



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