Enhancing brand presence
How brands and businesses are promoted, sold, and delivered is more important than ever. Donna Ahern reports
Print20 April 2026
Sales, marketing, and distribution companies help retailers overcome challenges in expanding their customer base, driving sales, and enhancing brand presence. These agencies offer tailored strategies and essential services for producers, suppliers, and retailers. If your brand needs a fresh perspective, a new approach could be the solution.
Ireland’s consumer market plays a vital role in supporting jobs, local businesses, and economic growth across the country. How products are promoted, sold, and delivered is more important than ever, with strong retail relationships, effective marketing, and reliable distribution helping brands reach shoppers, stay competitive, and drive sustainable growth.
For retail companies and brands looking to scale, partnering with a specialist agency can provide a significant competitive advantage. These companies bring industry insight, established networks, and proven methods that can accelerate growth and open new market opportunities. From refining your brand positioning to strengthening your route-to-market strategy, their expertise ensures your products not only reach the right audience but resonate with them. In an increasingly crowded marketplace, working with the right partner can help your brand stand out, adapt quickly to changing consumer demands, and build a stronger, more resilient presence for long-term success.
BR Marketing
Fact file
Address: 9, Abbey House, Clonee, Co. Meath. D15 FXC3
Phone: 01 885 0800
Email: partner@brmark.ie
Website: https://www.brmarketing.ie/
Social media: Linkedin: @br-marketing and Instagram: @br_healthcare
Full list of brands/brand partners
Food: Blue Dragon, Cholula, Croco, Del Monte, Frank’s RedHot, French’s, Golden Wonder, Goya, Green Giant, Gü, Hartley’s, Hellmann’s, Jif, Kikkoman, Kühne, Levi Roots, Maille, Mission, Monini, Nakd, Nielsen Massey, Old El Paso, Patak’s, Pomì, Popz, Quorn, Santa Maria, Schwartz, St Dalfour, Tabasco, Thai Taste, The Spice Tailor, Tic Tac, Tilda, Twinings, Whitworths.
Swan, Guarana, Kühne, Monini, Nielsen Massey, Patak’s, Pomì, Popz, Levi Roots, Le Conserve Della Nonna, Santa Maria, St Dalfour, Swizzels, Twinings.
Sports Nutrition: Glanbia Performance Nutrition, Nutramino.
Healthcare: Alcosense, Astral, Bare Addiction, BIC, Bloateze, Derbac, Dioralyte, Haliborange, Jakeman’s, Kalms, Klearvol, Kwai, Nannycare, Olbas, Proplus, Snufflebabe, Sorted Skin, Sula.
Company spotlight
Inspired by global food cultures and driven by a passion to share them with Ireland, William and Michael Rochford founded BR Marketing in 1983.
Their guiding principles were to:
• Provide long-term commitment to brand owners, to establish and develop their brands
• Add value to trade partners through excellence in execution and customer service
• Educate Irish consumers about new and exciting cuisines
Over the past 43 years, BR Marketing has grown from a family start up to become one of Ireland’s leading importers and distributors across the Grocery, Foodservice, Convenience, and Healthcare sectors.
The principles on which its business was founded are still at its core.
BR Marketing’s dedicated field sales team covers the entire country, supported by a strong and experienced sales, marketing, operations, and finance team.
It’s brands are known for their exceptional quality and taste, continuing to lead the market and remain firm favourites with Irish consumers.
Ampersand
Fact file
Address: Ampersand, Naas Road, Clondalkin, Dublin 22, Ireland D22 XN73
Phone: 01 413 0100
E-mail: info@ampersandsales.ie
Website: ampersandsadsales.ie
Full list of brands/brand partners
Agio Cigars, Signature & Henri Wintermans Cigars, Ritmeester Cigars, Moods Cigars, OCB, Clipper Lighters, Swan, 77 Nicotine Pouches, Bob Snail Fruit Snacks, Cheese O’s, Cleeve’s Irish Confectionery, Sonas Sweets, Vidal Confectionery.
Brand social media handles: Linkedin: ampersand-ireland, X: ampersand_ire
Company spotlight
Ampersand is one of Ireland’s most established distributors, with a heritage dating back to 1947 and a strong reputation for developing brands across the convenience and retail sector.
The company is the largest supplier of cigars to the Irish market, spanning both machine-made and handmade cigars. Its portfolio includes some of the most recognised and trusted names in the category, supported by deep expertise and a clear focus on driving awareness and growth within this specialised segment.
Beyond cigars, Ampersand operates across a number of complementary categories including confectionery, snacking, and tobacco accessories and Reduced Risk Products. Within confectionery, Cleeve’s Irish Confectionery stands as a cornerstone heritage brand, with strong consumer recognition and a nostalgic connection that continues to resonate with Irish shoppers today.
Alongside this, the business represents a curated mix of established international brands and distinctive, high-quality products, offering retailers a well-balanced and commercially relevant range.
Ampersand combines extensive market expertise with a highly effective route to market, offering access to a full network of retailers nationwide. This is supported by a dedicated and experienced field sales team focused on driving distribution, maximising in-store presence, and delivering commercially effective solutions.
With a deep understanding of category dynamics and the Irish retail landscape, Ampersand continues to support brand partners in building sustainable, long-term growth.
SHS Sales & Marketing
Bottle Green Cordial Wildflower & Elderberry
Meridian Fully Roasted Crunchy Peanut Butter
ZIP 80 High-Performance All-Purpose Firelighters
Fact file
Address: Unit Q1, Aerodrome Business Park, Rathcoole, Co. Dublin, Ireland
Phone: 00 353 (1) 401 6200
E-mail: info@shs-sales.ie
Website: www.shs-sales.ie
Commercial director: Stuart McCready – stuart.mccready@shs-sales.ie
Full list of brands/brand partners
Brand Partners: Standard Brands, Organix, Freudenberg Group, Carambar & Co, Fox’s Burton’s Companies, Punjana, Maguire & Paterson, Meridian, Cricket Lighters, WKD, Shloer, bottlegreen, Mentholatum.
Products: Air Wick, bottlegreen, Brasso, Cillit Bang, Cricket Lighters, Crucials Sauces, Deep Heat, Deep Freeze, Lyons, Maguire & Paterson Matches, Marigold, Mars Cookies, Jammie Dodgers, Maryland Cookies, Meridian, Mr Sheen, Nerds, Organix Baby Food, Royal Edinburgh, Shloer, Silvo, Terry’s Chocolate Orange, Toffypops, Thompson’s Tea, Vileda, Viscount, Wagon Wheels, WKD, Zip Firelighters and Firelogs.
Brand social media handles: https://www.linkedin.com/company/shs-sales-marketing-ireland/
Company spotlight
SHS Sales & Marketing is one of Ireland’s leading sales and marketing companies, recognised for its market insight, commercial expertise and commitment to excellence. With a highly experienced team, SHS develops and executes innovative strategies, in-store activation and best-in-class merchandising solutions that drive growth for the brands it represents.
At the heart of SHS’s success is a people-centric culture built on collaboration and continuous learning, enabling strong relationships with brand owners and retail partners.
A key highlight over the past year has been the continued success of Meridian, which has officially become Ireland’s No.1 peanut butter brand1.
Working in close partnership with Meridian, SHS Ireland has built a strong presence for the brand in the Irish market. Through best-in-class distribution, targeted promotional activity and strong commercial execution, Meridian has established itself as a category leader, reinforcing SHS Ireland’s reputation as a trusted partner in building, distribution and commercial excellence.
SHS combines market expertise, customer relationships and tailored execution to unlock growth and deliver meaningful results, which is why it continues to be trusted by a diverse portfolio of household and category-leading brands.
SHS also continues to drive growth through innovation and retail execution.
Elevating brands with SHS Sales & Marketing
SHS Sales & Marketing is one of Ireland’s leading sales and marketing companies, recognised for its market insight, commercial expertise and commitment to excellence. With a highly experienced team, SHS develops and executes innovative strategies, in-store activation and best-in-class merchandising solutions that drive growth for the brands it represents.
At the heart of SHS’s success is a people-centric culture built on collaboration and continuous learning, enabling strong relationships with brand owners and retail partners.
A key highlight over the past year has been the continued success of Meridian, which has officially become Ireland’s No.1 peanut butter brand1. Working in close partnership with Meridian, SHS Ireland has built a strong presence for the brand in the Irish market. Through best-in-class distribution, targeted promotional activity and strong commercial execution, Meridian has established itself as a category leader, reinforcing SHS Ireland’s reputation as a trusted partner in building, distribution and commercial excellence.
SHS combines market expertise, customer relationships and tailored execution to unlock growth and deliver meaningful results, which is why it continues to be trusted by a diverse portfolio of household and category-leading brands. SHS represents iconic names including WKD, Fox’s Biscuits, Nerds, Burton’s Biscuits, Punjana, Meridian, Shloer, bottlegreen, Organix, Terry’s, Vileda, Maguire & Paterson matches, Cricket lighters and Zip ignition products.
SHS also continues to drive growth through innovation and retail execution. Highlights include the continued evolution of bottlegreen, with a refreshed brand identity and premium innovation including Elderflower & Elderberry cordial and non-alcoholic Hugo Spritz and Bitter Orange Spritz.
Within the RTD category, WKD is bringing renewed energy through its bold new ‘Got a WKD Side?’ campaign, supported by strong in-store activation and innovation such as the Pineapple variant. Meanwhile, Shloer continues to evolve through the introduction of Shloer Zero cans, offering greater choice and convenience for consumers.
In-store execution remains a core strength for SHS, with tactical merchandising solutions designed to maximise visibility, strengthen shopper engagement and drive sales performance. This includes secondary displays, POS FSDUs and permanent metal stands to disrupt the shopper journey and create standout retail presence.
SHS also continues to support ZIP, Ireland’s No.1 branded firelighter2, with a trusted range of high-performance products designed to light first time, every time. Innovation includes ZIP Great Bags of Fire, a cleaner, greener option for BBQ season.
Commercial success at SHS goes hand in hand with responsibility. Sustainability is embedded across the business, from reducing environmental impact and improving operational efficiency to supporting brand owners in achieving their own sustainability ambitions.
By combining consumer insight, retailer expertise, innovation and execution, SHS Sales & Marketing remains focused on delivering sustainable growth, commercial value and long-term success for every partner it represents.
- Kantar, 28/12/25
- NIQ (NielsenIQ) Scantrack Total R.O.I. M.A.T. 22/02/2026
Shelton Distributors Ltd.
Fact file
Address: Unit K7, Grants Road, Greenogue Industrial Estate, Rathcoole, Co. Dublin D24 T858
Phone: +353 1 401 8455
E-mail: sales@shelton.ie
Web: www.shelton.ie
Social: linkedin.com/company/shelton
Full list of brands/brand partners
Look-O-Look, Walkers Non-Such, Trolli, PEZ, Redband, Cavendish & Harvey, Barkleys, Zaini, Hannahs, Lutti, Toxic Waste, Relkon, King Regal, WOM, Steenland, Broom Brand, Sante, Hamlet, Zeta, Rainbow Candy, De Bron, Quintin, Belfine, Alma, Pimlico, Yummy Lix, Magnat, Alex Sweets, Moritz, Campbells, Excelcium, Polyflame, Cupido, Anthon Berg, Ovidias, Lonka, Highland, Lucky Dip, The Lollipop Manufactory, Savat, FIDA and Mr. Mallo
Company spotlight
Founded in 1974, Shelton Distributors Ltd. is a family owned and family run Irish business and one of the country’s longest established specialists in confectionery and snacking distribution. Headquartered in Greenogue Industrial Estate in Rathcoole, Co. Dublin, the company has built a strong reputation for consistency, execution and long-term partnership across the Irish retail landscape.
Shelton services over 2,000 customers nationwide, supplying symbol groups, convenience stores, forecourts, independent retailers, foodservice operators and leisure outlets. Its national infrastructure, experienced sales team and reliable logistics capability ensure strong availability and service levels across all major retail channels.
In 2024, the business strengthened its strategic position through acquisition and entered the Northern Ireland market, giving Shelton a full Island of Ireland route to market for the first time. This expansion enhances the company’s appeal to international brand owners seeking scale, simplicity, and seamless coverage across both jurisdictions.
Shelton’s portfolio is deliberately curated to deliver high quality products in every core confectionery and snacking subcategory. The range is balanced to support all year round (AYR) core business while also maximising opportunity across key seasonal and promotional trading periods, including gifting and impulse occasions. This disciplined approach allows retail partners to drive rate of sale, margin and space efficiency throughout the year.
Privately held and independently operated, Shelton Distributors is recognised for its hands on, partnership led approach, combining category insight with practical execution at store level. With national scale, family ownership and full Island reach, the business remains a trusted growth partner in the Irish snacking market.
M&D Marketing & Distribution Ltd.
Fact file
Address: 14 Greenmount House, Harolds Cross Rd, Dublin 6W
Phone: 01 453 5955
E-mail: info@MandD.ie
Website: www.MandD.ie
Socials: OKFIreland / KohCoconut_Ireland / MoreshOliveOil_Ireland
Full list of brands/brand partners
Takis, Giant Bar, Moresh Extra Virgin Olive Oil, OKF Premium Health Beverages, Koh Coconut, Arizona, Cacaolat, Calypso, QminC, Organic Human, Bolci Chocolates, Bonne Maman, Loacker
Company spotlight
M&D Marketing & Distribution Ltd. is a well-established Irish FMCG company specialising in the importation, marketing, and distribution of food and beverage products across Ireland. Founded in 1980 and later incorporated in 1998, the company operates from Dublin and has built a strong reputation as a trusted partner for both international brands and local retailers.
The business focuses on sourcing innovative and trend-driven products—particularly snacks, soft drinks, and health foods—from global markets and introducing them to Irish consumers. By staying ahead of consumer buying trends, M&D has positioned itself as an early adopter of niche and emerging products, helping brands gain a foothold in a competitive retail landscape.
A key strength of M&D lies in its full-service distribution model. The company provides logistics, sales, marketing, and in-store activation, ensuring that products not only reach shelves but also achieve strong visibility and consumer engagement. Its portfolio is carefully curated, allowing the team to focus on quality over quantity and deliver consistent service to its customers.
M&D works with major Irish retailers such as Tesco, Musgrave, Dunnes Stores, and BWG, as well as a wide network of independent shops, serving approximately 3000 customers nationwide. Long-standing relationships and a hands-on approach to brand building have been central to its growth and success.
As a family-run business, M&D emphasises trust, teamwork, and strong partnerships. With decades of industry experience and a forward-thinking mindset, the company continues to play a significant role in shaping Ireland’s FMCG sector by bringing innovative products to market and supporting brand development.
Europa Foods Ltd
Fact file
Address: Unit 9B Aerodrome Business Park, Rathcoole, Co. Dublin, D24 WR67
Phone: 01 401 1733
Email: sales@europafoods.ie
Website: www.europafoods.ie
Full list of brands/brand partners
Pizza da Piero (Pizza Bases), I Love (Condiment range), Mayflower Curry Sauce, Rosie & Jim (Poultry Products), Califia Farms, Strong Roots, Del Campo Turkey Products, Manor Farm, Western Brand Poultry, Shannon Vale Poultry, Digger’s, Cake Décor (Cake Decorations), Candy Kittens, Perfect Ted, Parachute Drinks, Poachers Drinks, URBO Drinks, The Brown Bread Guy, Chimac Sauces, Mississippi BBQ Sauces, Nutshed Peanut Butter, Wall’s Honest Chips, Absolute Nutrition Protein Balls, McNiffes Pan Boxty, Sadies Kitchen Bone Broth, The Butchers Daughter, Pitt Bros, Caffrey’s Sauces, Crust (Gluten Free Scone Mix), Thanks Plants, East by Kwanghi, Kelly’s of Newport, Slice of Life (Frozen Pizza), Roll-It (Frozen Pastry), Benson’s Curry Powder, PEKA Potatoes, Sli Eile (Poultry), Tracklements Condiments, Mrs Darlington’s. Own Label ranges for multiples.
Company spotlight
Europa Foods is a leading distributor of fresh, ambient and frozen products into the Irish market. It supplies into all the leading multiples, independents and butcher shops nationwide. Founded in 2001, it has continually grown its business over the last 25 years.
It prides itself on being big enough to provide, but modest enough to care. No matter your size or scale, Europa Foods is there for your business. It has the network to assist your business goals, whether you are a store seeking to carry one of our brands or a brand looking to gain market share.
Europa Foods prides itself on the many recommendations it receives from both our distribution partners and customer base and have built up a strong range of Irish produced products in its range. It has an experienced field sales and merchandising team which help get it’s products onto shelves across our many customers.
It has some new brands to launch into the market in the coming months, so if you are looking for the perfect distribution partner to launch your products, please feel free to get in contact with Europa Foods and start your journey together.
Wholefoods Wholesale (trading as Simply Wild)
Fact file
Address: Unit 3, Kylemore Ind Estate, Killeen Rd, D10TY20
Phone: 01 778 3388
E-mail: sales@simplywild.ie
Website: www.wholefoods.ie
Full list of brands/brand partners
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
Supplements: Optibac, Sambucol, Better You, Rescue Remedy
Household: Ecover, Lilly’s Eco Clean, Method
Personal Care: Flo, Natracare, Mooncup
Company spotlight
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 our marketing team, are dedicated to building brands within Irish retail.
It is constantly monitoring the latest trends within health & wellness, and it’s 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.
It is committed to helping you grow your business by driving it’s brand knowledge support and providing a superior service.
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