Fry-day, every day
Air fryers dominate Irish kitchens, driving demand for innovative, convenient frozen foods tailored for crisp, quick, healthier cooking at home
Print16 September 2025
The air fryer has firmly established itself as a must-have kitchen essential in Irish households. Over the past few years, sales have soared, driven by consumers’ growing appetite for quick, healthier, and more convenient cooking solutions. With their promise of crisp, golden results using little to no oil, air fryers are transforming how families prepare everyday meals, from weeknight dinners to quick snacks.
The appeal lies in their versatility. Shoppers are discovering that air fryers can handle far more than chips, with everything from chicken and fish to vegetables and even baked goods making their way into baskets designed for hot air cooking. Combined with energy efficiency compared to conventional ovens, the appliance is particularly attractive during a period of rising household costs.
For retailers, the boom in air fryer ownership represents a valuable opportunity. Consumers are increasingly looking for products tailored to it, whether that’s frozen favourites made to crisp up faster, snacks that deliver a satisfying crunch, or healthier options that can be prepared with less fuss. Brands are responding with innovation, offering lines that are not only convenient but specifically designed to maximise the performance of air fryers.
As more households make space for this now-essential kitchen tool, demand for complementary food ranges will only continue to grow. For suppliers and retailers alike, the message is clear: the air fryer trend is no flash in the pan.
Strong Roots is air fryer ready!
Strong Roots Air Bites
Strong Roots claims it has seen a huge increase in the number of households in Ireland adopting air fryers, which are fast becoming a modern cooking staple. Today’s consumers are looking for more convenient foods that feel fresh, exciting and aligned with modern-day eating habits.
In response to this growing trend, Strong Roots launched its latest innovation, the Strong Roots Air Bites range earlier this year. Developed to meet consumer demand for quick, wholesome snacks, Strong Roots Air Bites are optimised for air fryer cooking, made with real vegetables, and ready in less than 10 minutes.
From the design of our freezer-friendly, portion-flexible packaging to optimised cook times for the air fryer, every element of the range was thoughtfully considered. Packed with goodness and available in three veg-forward SKUs, Strong Roots has made it easier than ever for shoppers to enjoy nutritious choices they love and can return to again and again without any waste.
Strong Roots also ensured its wider product range, including household staples like Strong Roots Sweet Potato Fries, is fully air fryer ready. With the addition of clear, easy-to-follow air fryer cooking instructions (just 10 minutes) now featured on the back of packs, it’s no surprise they remain Ireland’s No.1 selling sweet potato fries.
As it marks 10 years of Strong Roots, it is more energised than ever to deliver delicious, wholesome meal choices. Its innovation pipeline is focussed on vegetable-forward, ready-in-minutes formats that deliver high nutritional value with minimal waste. Watch the freezer space for more air fryer ready choices!
Slicey reinvents pizza for air fryers
Slicey Air-Fryer Pizza range
Slicey, handmade Italian sourdough pizza slices, ready from the air fryer in just 8 minutes, is a ‘game changer’. Designed specifically for air fryers, Slicey has a sourdough base that has been double fermented over 25 hours at two different temperatures, to create a crust that’s crisp on the outside and light on the inside. Shaped seamlessly to fit into an air fryer basket, Slicey eliminates the need for preheating ovens or long waits, offering restaurant-quality pizza with zero hassle.
The range now includes four flavours: Margherita, Pepperoni, Diavola and its newest addition, Cheesy Garlic, which has launched into stores recently. Each slice comes in at 440kcals and delivers up to 15g of protein per Slice, making it the ‘perfect choice’ for busy families, students and work from homemakers looking for a convenient and high-quality snack.
Slicey has quickly established itself as a brand to watch. In under a year of trading, Slicey have sold close to 1 million units across the UK and Ireland. This growth highlights the demand for high-quality, convenient snacks that suit the modern lifestyle. Whether it’s an after-school snack, a quick lunch between calls, or a late-night snack, Slicey offers a solution for today’s busy consumers.
Slicey is tapping into two growing global trends, the demand for Pizza slices on the go, and the increasing popularity of the air fryer. Slicey is reimagining frozen pizza for modern lifestyles and creating a new space in the frozen food aisle, while proving that frozen food can be high-quality, great-tasting, innovative and exciting!
Extra crispy, fluffy potatoes and perfect in the air fryer
Green Isle French Fries Extra Crispy
Green Isle Crinkle Chips Extra Crispy
Driven by extensive consumer research, Green Isle discovered that today’s shoppers are looking for a superior eating experience when it comes to frozen chips. Consumers want a smoother, softer potato coupled with a crunchier, crisper exterior – and Green Isle has answered the call with its Extra Crispy Range.
The Extra crispy range gives consumers the ultimate extra crispy chip experience, the perfect addition to any family meal. You can choose from Extra Crispy French Fries or Extra Crispy Crinkle chips. They are made from carefully selected potatoes and prepared in sunflower oil. They are perfect in the air fryer, whether you’re enjoying them with your favourite meal or serving them as a snack.
Green Isle ambassador Derval O’Rourke commented: “My family and friends love getting together when there’s Extra Crispy French Fries or Extra Crispy Crinkle chips for dinner. Extra crispy, fluffy potatoes, perfect in the air fryer. They’re a win win.”
Mairéad Walsh, marketing manager, commented: “We listened to what consumers really wanted from their chips: a more satisfying, restaurant-quality, deliciously extra crispy chip, using breakthrough technology, our new Extra Crispy range ensures that your chips stay deliciously crispy long after they come out of the oven or air fryer.”
The two products currently available in the range are Extra Crispy French fries and Extra Crispy Crinkle chips. Each pack retails at €4.50. Find them in the freezer aisle.
For generations, Irish families have trusted Green Isle to put good food on their tables. Green Isle is more than just a food company; it is a good company and is committed to making it easy to eat well and live greener. To some people, Green Isle may just be the reliable pack in your freezer but dig a little deeper and you’ll realise that there’s much more to it than that. From sustainable packaging to tackling food waste, and ensuring its products are as nutritious as possible, it wants to create an Ireland where everyone can eat better and live greener. That’s goodness for all.
Quick Fry Fries: McCain launch new Air Fryer range, officially recommended by Ninja
McCain AirFryer Quick & Crispy Deep Ridge Crinkle
McCain AirFryer Quick & Crispy French Fries
McCain has recently announced the launch of its brand new Air Fryer range, the perfect side dish for tastier fuss-free dinners that cooks in a matter of minutes. The range has been created in response to the ever-growing popularity of air fryers, with ownership of the appliance on the rise nationwide. The Air Fryer range includes Deep Ridge Crinkle Fries as well as French Fries and is the only product officially recommended by Ninja, the UK’s ‘number one’ air fryer brand.
The brand’s latest innovation, thanks to the air fryer, combines maximum convenience with the tastiest, crispiest fries to take weeknight dinners to the next level.
While many McCain products can be cooked in an air fryer, this new range has been designed specifically with air fryers in mind to ensure chips can be cooked in moments, plus, they’re full of flavour. Air Fryer Deep Ridge Crinkle Fries cook in eight minutes, with the deep cut creating maximum crispiness. Air Fryer French Fries are made to cook in just five minutes, ensuring crowd-pleasing fries that quickly cook to crispy perfection.
McCain has partnered with Ninja’s team of air frying experts who have given their seal of approval that these fries are a (crinkle) cut above all the rest, as the only air fryer product that Ninja officially recommends.
With a crisp and crunchy outside and a light and fluffy inside, McCain’s new Air Fryer range is the ideal side dish to pair with all manner of weeknight dinners such as chicken, burgers or salmon.
With air fryers offering a quick and exciting new way to cook up midweek meals, McCain’s new Air Fryer range is sure to bring joy to air fryer fans around the UK – available now from £3.20 (€4.99) at Tesco, Asda, Iceland and more.
To learn more, please visit www.mccain.co.uk.
Rosie & Jim’s Breaded Chicken range proves a ‘perfect’ match for air fryers
Rosie & Jim Gluten Free range
When it comes to quality, great tasting, chilled and frozen breaded chicken, Rosie & Jim is fast becoming the name on everyone’s lips. The Irish, family-owned brand has captured the hearts of consumers at home and abroad, with a loyal fan base in Ireland and surging demand in the UK and Germany.
From its Garlic Chicken Kievs and Southern Fried Chicken Goujons to its famed Salt & Chilli Shredded Chicken, perfect for creating that spice bag at home, Rosie & Jim delivers ‘quick, tasty, protein-rich’ meals that taste delicious straight from the air fryer. Fans can discover recipe inspiration and serving ideas on the Rosie & Jim website, as the air fryer now takes centre stage as a go-to method for crispy, golden chicken.
2025 is making its mark as a breakthrough year for the Rosie & Jim brand with a major retail listing secured across hundreds of Morrisons stores in the UK. Meanwhile in Germany, the brand has made impressive inroads with further listings across top retailers including Kaufland, Bünting, Rewe, and Edeka, showcasing a clear shift in consumer demand for premium chicken products that deliver on taste and quality.
Back home, the company is investing in a multi-million euro expansion at its Dublin 12 factory, in a bid to boost production capacity by 70% and tripling output to meet this continuous growing demand. With chilled and frozen varieties both flying off shelves, Rosie & Jim continues to build on its award-winning reputation for quality, nutrition, and taste.
Founded by Jimmy and Rosie McLoughlin in 1997, the business remains true to its ethos of creating great quality chicken products. Now, with air fryers cementing their place in modern kitchens, Rosie & Jim’s golden breaded favourites look set to win over even more fans at home and abroad.
Dr. Oetker leads Ireland’s frozen pizza segment
Dr. Oetker Bistro Baguette Pepperoni
Chicago Town Original Deep Dish
Dr. Oetker continues to lead Ireland’s frozen pizza snacking segment, adapting quickly to evolving consumer cooking trends—particularly the rising popularity of air fryers. Recognising the increasing demand for convenient, quick-cook options, in 2023 Dr. Oetker introduced air fryer instructions across its Bistro range. This early response to the air fryer demand has helped the brand maintain its stronghold in the snacking segment. Today, Dr. Oetker is the number one pizza manufacturer in Ireland’s snacking segment, commanding 64.7% market share. The Bistro range leads the category as the top snacking brand, with a 28.9% share, offering consumers the convenience of air frying in just 9–12 minutes.
Pizzini’s, another key player in Dr. Oetker’s portfolio, holds a 16.5% share of the snacking segment and introduced air fryer cooking instructions in early 2025, further strengthening the brand’s consumer appeal. Deep Dish—with an 11% market share—is set to launch air fryer messaging on-pack in the coming weeks, making it even easier for shoppers to spot air fryer compatibility at a glance. Looking ahead, Dr. Oetker’s Momenti brand is also preparing to roll out air fryer instructions in the coming months, ensuring that all of their snacking products in the portfolio cater to this growing demand.
* Source: Combined Market Read MAT (w/e 10/08/2025), Dunnhumby, Symphony, Talysis, Kantar.
Come Home to Glenhaven: Air fryer heroes for every family
Glenhaven Chilli Cheese Bites Blas na hÉireann Silver 2024
Glenhaven Original Recipe Tenders
Glenhaven Chicken Fillet Roll
For almost 40 years, Glenhaven has been putting dependable, family-friendly frozen food on the table. While family life has changed with busier schedules and new kitchen gadgets, one thing remains the same: families still want meals that are tasty, reliable, and easy to prepare.
That’s where our Air Fryer Heroes shine. They cook fast and crisp beautifully, making them a natural fit for busy households who don’t want to compromise on flavour.
Glenhaven Crispy Tenders are now officially triple award-winning, after picking up a Great Taste Award, a Blas na hÉireann Award, and an Irish Quality Food & Drink Award. Ready from the air fryer in just 13 minutes, they deliver that winning balance of flavour, convenience and quality that parents can trust, and kids will love.
The range doesn’t stop there, from popcorn chicken to delicious crispy cheese bites, Glenhaven offers versatile freezer staples that make everyday mealtimes easier, whether it’s a quick after-school bite, a midweek dinner, or a Friday night fakeaway.
For retailers, that means reliable ‘basket-staple’ sales from products that truly meet consumer demand for quick, tasty options that slot into real family life. For families, it’s one less thing to worry about because when Glenhaven’s in the freezer, mealtimes are sorted.
Come Home to Glenhaven.
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