From strength to strength

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The sports nutrition category is powering ahead in grocery – fuelling growth and meeting the demand for healthier, performance-boosting options, Donna Ahern reports

Brand Central

18 February 2025

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Busy athletes, need more than just motivation when it comes to training. They need the right fuel to be able to perform at their best. Whether they’re hitting the gym or competing. That’s where premium protein and ready-to-drink (RTD) hydration supplements come in. Euromonitor states in a report entitled ‘Sports Nutrition in Ireland’ which was published in October 2024, increasing interest in health, exercise, and image will help drive growth in the category.

“In the forecast period, sports nutrition in Ireland is set to maintain dynamic retail current value growth, although the rates of increase are expected to slow over the course of the forecast period. Given that increased health consciousness is expected to be a lasting legacy of the pandemic, growing participation in sports and fitness activities amongst the Irish population should continue to boost overall demand,” the analysist suggests.

“While sports protein products are expected to continue to dominate sports nutrition in Ireland, there is a major opportunity to expand into sports non-protein products, which is set to maintain a double-digit retail current value compound annual growth rate (CAGR) in the forecast period. These products aid rapid recovery after a high intensity workout and are becoming more important for sports enthusiasts,” Euromonitor adds.

It is interesting to note, according to the report sales of sports nutrition via retail e-commerce expanded rapidly in Ireland in the review period, with value sales expected to more than double between 2022 and 2024 alone, to reach 44% of overall sales, therefore overtaking supermarkets to become the largest distribution channel.

The boom in retail e-commerce presents a strong opportunity for sports nutrition brands to reach a wider audience, which is set to drive continued growth for this channel in the forecast period. 

Speaking with ShelfLife, Brian Flaherty, owner and head coach, Performance Dynamics highlighted that for athletes on the move, sports nutrition products are easy to take, fast to consume, and effective at keeping athletes at their peak, before, during, and after training. “Regular protein intake is essential for recovery between sessions. For busy athletes, convenience is the key,” he notes.

Nutritious and tasty snacks

FulFil, Ireland’s #1 Healthy Bar* is on a mission to fuel life by creating nutritious and tasty snacks. Every FulFil bar satisfies those chocolate cravings while making it possible to hit your protein goals. Consumers don’t have to choose between function and flavour anymore – Fulfil has hit the sweet spot! FulFil is perfectly positioned to cater to Ireland’s growing appetite for functional foods and increasing demand for protein snacks.  

Expertly crafted to fuel active lifestyles, with high protein, added vitamins and low sugar it ticks all the boxes. The wide range of flavours ensure there is an offering for everyone. Chocolate Salted Caramel, White Chocolate Cookie Dough and Peanut Caramel have become staples among Irish consumers across retailers. Fulfil continues to innovate offering consumers a new bar to sink their teeth into.  

Big news for all you coffee lovers! The FulFil Chocolate Cappuccino Protein Bar has landed! Fulfil has created a bar combining moreish chocolate with a smooth cappuccino centre topped with the crunch of cocoa nibs. The perfect match for your mid-morning pick me up! This bar doesn’t scrimp on taste or nutrition with 20g of protein, 1.2g of sugar and 9 essential vitamins. 

Trying something new ‘never tasted so good!’

*Source: ROI Collated EPOS 1500 stores: 12 Week period ending 29 December 2024 compared to the 12 Week period ending 31 December 2023 of products in the Single Bars super category in the Healthy Bars category. 

Red Bull Zero launches in Ireland

Red Bull Zero

Zero-calorie, zero-sugar, same wiiings

Red Bull is kicking off 2025 with the launch of the new Red Bull Zero. With zero calories, zero sugar and its own unique taste, Red Bull Zero provides an exciting new option in the brand’s line of energy drinks.  

Red Bull Zero expands choice by offering a no-sugar taste that’s different from Red Bull Sugarfree; a pleasant sourness is combined with tastes of pineapple and vanilla to reveal a sweet and vibrant balance.  

Health is now a key concern for shoppers, with consumers on the lookout for healthier options of their favourite soft drinks, and research showing that sugar-free soft drinks are now growing ahead of their full-sugar versions.1  

Red Bull Zero caters to this need, providing the same wiiings with zero sugar. With a distinctive take on the brand’s familiar rhombus design, Red Bull Zero is available in matte-light-blue 250ml cans from February 2025.  

 Alongside the launch of Red Bull Zero, Red Bull rolled out a free 30-day challenge designed to encourage and motivate individuals to achieve their New Year fitness goals. The “Red Bull Zero Excuses Challenge” features fitness challenges and tips from Red Bull athletes and is available on www.redbull.ie/zeroexcuses.   

Founded in 1987, Red Bull established the energy drinks category, promising to vitalize body and mind. Now available in 175 countries worldwide, Red Bull’s expanding range of editions and beyond the ordinary marketing strategy continues to wing its way into Irish consumers’ hearts, minds and shopping baskets. 

Giving wings to people and ideas, Red Bull is a proud supporter of Irish athletes including hockey goalkeeper Ayeisha McFerran, surfer Conor Maguire, drifter Conor Shanahan, mountain bikers Greg Callaghan and Ronan Dunne, gymnast Rhys McLeneghan and rugby player Mack Hansen.    

Convenient and sustainable snacks  

(L-R)  Jo’s Protein Balls, Chia Energy Bombs , RAWLO’S

 Absolute Nutrition continue its mission to help consumers embrace healthier eating habits through simple, convenient and sustainable snack choices.  

 With an award-winning plant-based range of protein and energy balls, Absolute Nutrition’s snacks offer a ‘better for you’, functional snack that also ticks the satiety box / sweet tooth craving. High in fibre, source of protein, no added sugar and gluten free are some of the USP’s defining the success of Jo’s balls, making them an ideal snack choice for a number of target markets.  

 With its manufacturing site in Greenogue, Co. Dublin, Absolute Nutrition have also earned a reputation as a quality snack food producer and recent investment secures their plan to increase capacity and grow sales in retail and foodservice in 2025.  

For more enquiries contact: info@absolutenutrition.ie  or visit www.absolutenutrition.ie  or @absnutfoods  

Monster Energy growth, now the no. 1 energy brand in ROI 

Monster Rio Punch

2024 was another record-breaking year for the Monster Energy brand in ROI, reaching no. 1 energy value sales with 32%* market share (*Nielsen ROI L13W December 2024). The continued growth is largely thanks to the success of new product innovation, with four new products hitting the Irish shelves in the last six months. Its latest innovation is the vibrant Monster Rio Punch, a totally new taste sensation. A blend of exotic fruit flavors with a hint of spice, that’s fully loaded with our world-famous Monster energy blend.  

Monster has continued its growth within the Zero Sugar segment with the launch of Ultra Strawberry Dreams – to complement its zero-sugar platform which now includes Ultra White, Ultra Rosa, Ultra Paradise, Ultra Fiesta Mango, Ultra Red, Ultra Peachy Keen as well as Full Throttle Zero Sugar and Green Zero Sugar. 

 The Monster Energy brand’s Full Flavour range has also seen new additions with the introduction of Bad Apple and Reserve Orange Dreamsicle. The full flavoured segment now includes Mango Loco, Pipeline Punch, Monarch, Aussie Lemonade, Pacific Punch, The Doctor and Reserve Pineapple. 

High-protein, fresh milk options

It’s February 2025, the perfect time to capitalise on the surge in fitness and nutrition enthusiasm. After a festive season of indulgence, people are eager to embrace healthier habits and get back on track. This period is ideal for introducing new consumers to the protein category, and Avonmore Protein Milk is the perfect partner for their journey. 

Avonmore Protein Milk offers a variety of high-protein, fresh milk options to cater to different needs: 

It’s core range provides 27g of protein per 500ml, perfect for routine exercisers.

The Gold range boasts 33g of protein per 500ml, ideal for those engaging in intense workouts.

Pro-Oats combines 27g of protein with 23g of gluten-free oats per 500ml, making it the perfect on-the-go drink for morning exercisers.

By stocking Avonmore Protein Milk, you can offer your customers a trusted brand that supports their fitness goals. Speak to your local sales representative to stock our range or add additional SKUs to your weekly order. 

Fuel your mornings with Flahavan’s High Protein Pots and Sachets 

Flahavan’s, Ireland’s favourite porridge brand, has expanded its popular High Protein Range with the launch of the High Protein Golden Syrup Porridge Pot and Sachet, responding to the growing demand for nutritious, convenient breakfast options. As part of the High Protein range from the Waterford-based family business, this new addition offers consumers an easy way to boost their protein intake without compromising on taste or quality. 

Flahavan’s High Protein Porridge Pots and Sachets are made with Flahavan’s locally sourced oats and are available in three tasty flavours: 

Golden Syrup, Vanilla, and Plain. With up to 9.5g of protein in the High Protein Porridge Sachets and 8.5g in the Pots, it is also a good source of fibre, making it an ideal choice for those looking to fuel up before or after a workout or anyone simply seeking a nutritious, easy breakfast. 

Flahavan’s High Protein Range has experienced exceptional growth since launching, driven by a strong demand among active consumers who are looking for a quick and healthy breakfast that can keep up with their busy lives. Flahavan’s High Protein Porridge Pots are perfect for anyone on the go, offering a ready-to-eat meal in minutes – just add boiling water or pop them in the microwave! 

Flahavan’s provides a simple and tasty way to start the day with added health benefits, helping fuel busy mornings and active lifestyles. 

Flahavan’s High Protein Pots are now available in all major supermarkets at an RRP of €1.39 per 45g pot, and sachets are at an RRP of €3.99 per box of 6x50g. 

See www.flahavans.ie for more information on the range. 

No time for lunch?  

Meet Ireland’s fastest growing complete nutrition brand* 

Huel Ready-to-drink Iced Coffee

Huel Ready-to-drink is the ultimate time-saving meal for busy days. Packed with 20g of plant-based protein, 26 essential vitamins and minerals and low in sugar, it’s ready in seconds – saving you time without compromising nutrition. 

Available in five delicious flavours, this grab-and-go meal is shaking up store shelves. With Huel Ready-to-drink already ranked in the Top five brands in the Smart Food category, Hueligans swear by it. Today, Huel is driving the most growth in this category, with an additional €661,000 sales.  

Huel is a growing movement with a bold mission: ’To make nutritionally complete, convenient, affordable food, with minimal impact on animals and environment.’ And since starting in 2015, Huel has been redefining the future of nutrition at a rapid rate.  

With over 500 million meals sold worldwide, Huel powers top athletes, innovators, and leaders across the globe. And the movement keeps on growing.  

Visit @huel on socials or www.eu.huel.com to find out more.  

*Huel meals provide the right amount of protein, essential fats, carbohydrates, fibre, vitamins & minerals as part of a balanced diet. Collated EPOS data L52w w/e 29.12.24. 

What is the answer to your shoppers’ ‘Lunch time dilemma’?

John West in-store sampling, Swords Pavilions Shopping Centre, Co. Dublin

John West starts the year strong with an impactful radio campaign aiming at putting its tasty convenient and naturally high in protein products on the radar of shoppers constantly looking for new options for lunch.

The shoppers will be able to ‘hear the mastermind style’ creative on their radio channels and on selected podcasts.

John West noted that its message is highly relevant at the beginning of the year when everybody is looking to embrace new healthy habits.

The brand highlighted that its products are a great option as each tin of John West Tuna provides 25g protein per 100g.

This is the equivalent amount of protein to four eggs.

As a natural source protein, John West products are also a great alternative to cooked ham, as canned Tuna is also considerably lower in salt than a processed meat option (Ham contains approximately three times more salt per 100g than tuna.)

Also, John West is highlighted that it a good source of Natural omega 3.

The brand started to promote its omega 3 range in January and will continue to do so during the month of February with in-store sampling and price promotions on its new Salmon Pot range (available in Sweet Chilli, Lemon and Herb and Brine) and its new Smoked Mackerel range (available in Sunflower Oil and in Brine). It is ‘succulent and shoppers simply love it’. 

John West. Eat Strong. Go Strong! 

Libertē – New look packaging 2025 

 Just Read the Label’ OOH campaign 

First launched in Ireland in 2004, Libertē Greek recipe has become a household brand and a stable in the strained yoghurt category. Its thick and creamy consistency with naturally rich protein & its natural variant’s low sugar makes it a ‘go-to’ for consumers who are looking to eat well. 

This year, Libertē is renovating the brand to Libertē Greek Recipe – the same great tasting product but with bolder, more eye-catching new packaging which will give it maximum stand out in the Greek category on the chilled aisle. 

The new Libertē ‘Just Read the Label’ campaign was borne out of the recent surge in consumers seeking out products with clear and easy to understand labelling and ingredient listings. This is an area in which Libertē can stand tall with only milk listed as its key ingredient.  

This sets Libertē apart from many other high protein products which contain a huge number of ingredients where as Libertē simply uses milk as the natural source of protein. 

Furthermore, Libertē is a strained yoghurt meaning that more milk is used in the production to achieve its thicker consistency resulting in more natural protein. 

The new Libertē packaging is expected to hit the shelves at the end of February with a full Out of Home (OOH) advertising campaign to begin in early March.  

Linwoods Chocolate Protein Overnight Oats: The perfect start to your day 

Looking for a healthy and convenient breakfast that tastes as indulgent as it is nutritious? Linwoods Chocolate Protein Overnight Oats are the perfect solution. Available in 300g and 1kg packs, this delicious blend of oats, chia seeds, and plant-based protein is infused with an indulgent chocolate flavour, making it a satisfying way to kick-start your day. 

Packed with natural goodness, each serving of Chocolate Protein Overnight Oats contains 11g of protein (before adding your choice of milk), making it an ideal option for those looking to boost their protein intake. These oats are also a source of fibre, magnesium, and omega-3, providing sustained energy to help keep you going throughout the day. 

Perfect for meal prepping or busy mornings, Linwoods Chocolate Protein Overnight Oats are simple to prepare—just add milk, stir, and let it chill overnight for a quick, nutritious breakfast. 

At just €4.99 for a 300g pack, Linwoods Chocolate Protein Overnight Oats offer a delicious, affordable, and easy breakfast solution for those seeking a nutritious way to fuel their mornings. 

Strong performers

WheyHey’s strong performance in the Irish Grocery market drives premium growth in Frozen Protein Ready meals category 

WheyHey High Protein Singapore Noodles

At WheyHey, it doesn’t believe in compromising on taste, nutrition, or portion sizes. Our chef-crafted, high-protein meals, pizzas and ice cream provide proper portions, packed with high-quality protein ensuring a satisfying, nutritious meal.  

Life moves fast, and cooking from scratch every night isn’t always realistic. By combining quality ingredients with real convenience, WheyHey helps people stay on track with their health goals without the stress of meal prep. 

The launch of Irish founded WheyHey’s frozen range in Ireland in 2024 has delivered impressive results for retailer partners – the brand won ‘emerging brand campaign of the year’ with Tesco in 2024.  

WheyHey’s premium positioning has contributed to a double digit % increase in customer spend within the frozen category – showcasing a clear shift towards higher-quality options among Irish shoppers. 

It has experienced a lot of success in attracting new shoppers to the category - with total customer numbers rising +6% YoY.  

WheyHey’s performance is the convenience segment has been notable, with WheyHey achieving +15% rise in spend per customer, leading to a remarkable +22% growth in RSV in Convenience stores. 

The WheyHey brand brings a loyal fanbase to stores, not just Harry Styles, Richard Branson or Harry Kane. The brand noted that it is excited to continue delivering premium, nutritious options to Irish consumers and expanding its presence in the market in 2025.  

More than just meals, WheyHey offers a full range of high-protein frozen options, including pizzas, wraps, and ice cream high-protein pancakes, as well as an ‘outrageous’ customer experience in store.  

Olympian David Gillick joins Lidl Ireland to launch expanded high-protein range

Olympian David Gillick fuels performance with Lidl Ireland’s new range of high protein products

Olympian and Double European champion David Gillick has teamed up with Lidl Ireland this new year to launch the retailer’s expanded high protein range, which includes 14 exciting new performance supplement products, now available across Lidl’s 181 stores nationwide.

Since launching its first high protein range in 2021, Lidl Ireland has been committed to offering a variety of affordable, high-quality products to support healthy, active lifestyles. 

The new products join an existing lineup, which includes popular protein-rich staples such as puddings, yogurts, cereals, bars and ready meals.

Now, Lidl is expanding its offering even further with the introduction of performance-focused supplements, such as whey and vegan protein powders, creatine monohydrate, collagen powder, pre-workout drinks, and isotonic powders. 

The retailer has also expanded its popular protein snack range, adding new high-protein bars, tortilla chips, and locally made high-protein cookies from Drogheda-based supplier East Coast Bakehouse.

“As a former athlete who still runs three to four times a week, as well as being a busy dad to my three children, I know how important it is to fuel your body with the right nutrition – whether that’s for training, recovery, or just to keep up with a hectic lifestyle,” said Olympian, David Gillick.

“That’s why it’s fantastic to see Lidl expanding its range of everyday protein products, making it easier for people to get the protein they need, and what’s even better, they’re available at an affordable price, which makes it accessible for so many more people.”

For Gillick, enjoying protein-rich food sources at mealtimes is key to keeping his energy levels up and supporting recovery. 

“Lidl’s new protein powders and snacks in particular, are a great option, especially on those busy days when I need something quick and easy, but still nutritious.”

Lidl Ireland’s new high protein range is now available across the retailer’s 181 stores nationwide.

FemFuelz and Aldi Ireland confirm additional €1 million contract 

FemFuelz and Aldi Ireland confirm additional €1 million contract

Aldi announced today that it is extending its partnership with Limerick-based FemFuelz, born out of the Grow with Aldi supplier development programme, unveiling a new milestone contract, valued at €1 million. 

FemFuelz specialise in female-specific nutritional and protein supplements with each product formulated to meet the nutritional needs of the female body. Its unique blends include Gut Balance, Super Greens, Pre-workout, Whey Protein and Vegan Protein, all of which retail for €16.49 and come in exclusive flavours only stocked in Aldi. This investment by Aldi marks a significant milestone for the female-focused nutritional brand and reaffirms the company’s commitment to supporting Irish producers and product innovation. This contract will see FemFuelz launch multiple Specialbuy drops in Aldi stores throughout 2025. The new contract will allow FemFuelz further develop new products and flavours while permitting team expansion, supporting the company’s growth ambitions. 

FemFuelz, was founded by siblings Kylie and William O’Donoghue in 2018. The pair applied for the Grow with Aldi programme in 2023 and to date have secured contracts exceeding €1.6 million with Aldi. This new agreement from Aldi ensures their products will continue to be available in all 163 Aldi stores nationwide throughout the year providing unprecedented retail access for Irish customers and brand fans. 

Speaking about the milestone contract, Kylie and William O’Donoghue of FemFuelz, said: “Our goal with FemFuelz is to empower women with nutritional products that support their overall health and wellness.”

Rachael O’Connor, buying director, Aldi Ireland, commented: “FemFuelz exemplifies the boldness and innovation we seek in our Grow with Aldi participants. This contract not only highlights Aldi’s commitment to supporting Irish businesses but demonstrates the opportunities the Grow with Aldi programme can provide.”

Fit Foods expands with more delicious, nutritious, and high-protein options for 2025

Fit Foods Salt & Chilli Chicken

At Fit Foods, great taste, convenience, and nutrition go hand in hand—without ever compromising on quality. Whether you’re cooking from scratch or looking for a quick meal solution, Fit Foods make it easier than ever to enjoy better food, every day.

Born from Dublin Meat Company in 2014, Fit Foods was built on taste, family, and better food choices. Recently expanded with a BRCAA state-of-the-art production facility in Monaghan, the company values remain unchanged: creating delicious, nutritious meals that fit into busy lifestyles.

As Ireland’s best-selling ready meal brand, Fit Foods continues to evolve with new options that combine flavour, health, and convenience. This January, saw the introduction of a new Bord Bia-certified cook-at-home Irish meat range.

Now available in Dunnes Stores, the Bord Bia-certified Irish Beef and Chicken range is perfect for quick, high-quality home cooking. Whether grilled, baked, or stir-fried, these premium meats bring freshness, taste, and protein to any dish.

SUBHEADING: Exciting new ready meal solutions

Alongside the cook-at-home range, Fit Foods introduced three new ready meals, offering bold flavours and balanced nutrition:

             400g Cheeseburger Fries: A better-for-you take on a fast-food favourite.
             400g Salt & Chilli Chicken: A bold, high-protein option for spice lovers with a delicious curry dipping sauce on the side.
             500g Asian Beef Noodles: The brands largest meal yet, perfect for extra-hungry days.

Brian O Leary, CEO of DMC Foods, said: “At Fit Foods, we put taste first—followed by convenience and easy-to-understand health benefits.  These latest innovations make better eating effortless, proving that high-protein, nutritious meals can be both exciting and accessible to our loyal customers and for the retailer, bring new customers to the category.”

Read more: Power of protein

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