Former Lidl buying director launches açaí brand into over 500 Irish stores
forest. is an Irish premium frozen food brand specialising in organic Brazilian açaí products
Print2 July 2026
A former Lidl Ireland commercial buying director Henry Howard has swapped the buying desk for the supplier side of the industry with the launch of forest., an açaí brand that has secured listings in more than 500 stores nationwide.
Howard founded forest. with Jonathan Cassidy, who previously held senior leadership roles at Worldpay and is part of the Cassidy Travel family, forest.
(L-R) Jonathan Cassidy and Howard Henry, founders, forest.
The premium Brazilian brand has rolled out across the BWG Foods and Musgrave retail networks with a range of frozen açaí products ‘designed to meet growing demand for healthier snacking and cleaner-label alternatives.’
‘Modern convenience’
forest. 500ml Premium Açaí Tubs and an Organic Açaí Stick
The launch includes 500ml Premium Açaí Tubs and an Organic Açaí Stick format developed specifically for modern convenience and impulse retail.
Made using 75% pure native açaí sustainably sourced from Brazil, the products contain just seven ingredients and are naturally dairy-free, gluten-free and organic.
For Howard, the move marks a shift from evaluating products to building one himself.
“Having spent years working in retail buying, you get a pretty good understanding of what separates products that stay on shelf from products that don’t,” he said.
“Consumers are reading ingredient lists more than ever, but they’re still buying with their taste buds. We felt there was an opportunity to create something that genuinely tastes like a treat while still delivering on the things consumers are increasingly looking for.”
‘Broader potential’
While açaí has traditionally been positioned within specialist health food and wellness channels, forest. believes the category has ‘far broader potential’.
The founders describe the brand as an attempt to bring açaí into the mainstream by making it more accessible and more enjoyable.
“We’re not trying to build another wellness brand,” said Cassidy.
“Most people don’t wake up thinking about antioxidants or superfoods. They want something they enjoy eating. We think healthier food works best when it doesn’t feel like a compromise.”
‘Substantial’ summer activation campaign
The business is backing the launch with a ‘substantial’ summer activation campaign, including branded freezer placements, in-store sampling and retail marketing support across key locations nationwide.
The initial rollout spans more than 500 stores across the BWG and Musgrave estates, making it one of the largest initial launches for an Irish premium frozen food brand this year.
Howard believes the frozen category remains one of the most exciting opportunities within grocery.
“Retailers are always looking for products that bring something genuinely new to the category, drive repeat purchase and give shoppers a reason to come back,” he said.
“Our focus now is simple: drive trial, build awareness and support our retail partners in making forest. a high-performing long-term brand.”
Fresh listing
The brand recently secured a listing with Fresh The Good Food Market.
Commenting on the brand’s success to date, Noel Smith, CEO, Fresh, said:”We’ve been very pleased with the early performance of forest. across our stores. During the June Bank Holiday heatwave, the Organic Açaí Stick was one of the standout performers within the frozen category and delivered a particularly strong response from shoppers.
“What’s especially encouraging is that the brand appears to be attracting new consumers into the category while also driving repeat purchases. The combination of great taste, simple ingredients and strong branding has clearly resonated with customers, and we’re excited to see how the brand develops over the coming months.”
About forest.
forest. is an Irish premium frozen food brand specialising in organic Brazilian açaí products.
Founded by Henry Howard and Jonathan Cassidy, the company supplies convenience stores and supermarkets nationwide through the BWG Foods and Musgrave retail networks.
The range includes Premium Açaí Tubs and Organic Açaí Sticks made using sustainably sourced Brazilian açaí and is now available in selected stores nationwide.
© 2026 ShelfLife by Donna Ahern
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