Fuel, hydrate, repeat
Consumer demand for functional foods is soaring, with protein and natural energy products helping busy, health-conscious shoppers stay fuelled. Ryan Brennan reports
Print16 February 2026
As consumers increasingly embrace health, wellness, and active lifestyles, the market for functional foods and drinks is booming. According to Euromonitor, protein-enriched products remain one of the fastest-growing segments in the global grocery market, with demand driven by both gym-goers and everyday consumers seeking convenient, nutrient-dense options. From high-protein dairy and snacks to electrolyte-focused beverages and low-sugar energy drinks, shoppers are looking for products that combine performance benefits with great taste.
This shift reflects a broader trend towards clean, functional nutrition, where consumers prioritise transparency, natural ingredients, and products that support energy, recovery, and overall wellbeing. With busy routines and increasing interest in fitness and sports performance, products that help meet daily protein targets, maintain hydration, or provide sustained energy are becoming staples in the modern pantry.
Retailers are responding with a wave of innovation, expanding offerings across snacking, beverages, and meal solutions that cater to these lifestyle needs. From portable high-protein snacks and low-sugar energy drinks to functional hydration blends, brands are competing to deliver convenience without compromising on quality. As demand grows, this category represents a significant opportunity for both manufacturers and retailers to capitalise on consumers’ desire for functional, performance-driven products.
“Training breaks the body down and recovery builds it back stronger. Whether it’s sport or work, performance depends on having the energy to show up and deliver with intensity,” notes Brian Flahery, owner | head coach, Performance Dynamics.
“The people who prioritise proper fuelling, hydration, and recovery are the ones who sustain high performance long term.”
Monster Energy unleashes bold new flavours
BPM White Citrus
Monster Energy Juice Viking Berry
Monster Energy Zero Sugar Valentino Rossi
Monster Energy has recently launched two new flavours to add to its growing portfolio, available across Ireland and Northern Ireland, kicking off 2026 in style as it retains its number one energy status.
Inspired by wild Nordic berries and Scandinavian fruit, Viking Berry is the newest flavour made to support our inner warriors. Berry continues to be a popular flavour profile within the market, and the newest Monster Energy product is sure to bring together berry fans seeking that burst of energy only Monster can provide.
The ‘number one’ energy brand on the island of Ireland has teamed up with motorsports legend, Valentino Rossi, to create its fastest Monster yet.
VR46 Zero Sugar, symbolising Rossi’s iconic racing number, has a light, refreshing citrus taste, while fully loaded with the legendary Monster Energy blend.
This special edition product highlights the nine-time Grand Prix motorcycle racing World Champion’s extraordinary career, providing consumers the energy needed to reach their own great heights.
Both flavours are available across Ireland and Northern Ireland from January 2026 and will see high-energy in-store activations and on-pack promotions for consumers to enjoy.
On the back of a stellar 2025, local brand BPM is also coming in strong in 2026 with an exciting new flavour.
White Citrus brings a crisp blast of zesty citrus, combined with BPM’s signature lift, providing a winning combination for any energy lover.
With a tropical flavour profile, the new White Citrus is sure to ignite the palate while ensuring refreshment and energy from the very first sip.
BPM White Citrus is available across Ireland and Northern Ireland from February 2026.
Celsius to debut four new fruit-forward flavours in the UK&I to excite consumers in the new year
Celsius range
Celsius, the functional energy drink brand formulated for active lifestyles, is kicking off the new year with the launch of four new zero-sugar, fruit-forward flavours for consumers in the UK and Ireland.
The flavours – Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Kiwi Guava, and Sparkling Strawberry Watermelon – are part of the brand’s ‘core’ line-up that has helped make Celsius the fastest growing energy drink brand in the US.
Landing on shelves from February 2026, as consumers set New Year’s resolutions that focus on health and wellness goals, the launch is engineered to capitalise on the seasonal surge in fitness culture and maximise incrementality for retailers. The brand’s ‘core’ range features striking, clean can designs that are emblematic of the Celsius Live Fit ethos.
Garrett Quigley, president of Celsius International, said, “We are excited for consumers in the UK and Ireland to experience the latest innovation from Celsius arriving from February. We believe the zero-sugar, fruit-forward flavours that distinguish Celsius from traditional energy drinks align with consumers’ evolving needs for great taste without compromise. This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”
The new Celsius flavours reflect the brand’s commitment to drive category growth through continued innovation with fruit-forward offerings, keeping loyal fans engaged while attracting new shoppers. They will be available across major retailers, convenience stores, and gyms and supported by sampling, activations, and high-impact POS displays.
Additionally, Sparkling Raspberry Peach and Sparkling Mango Lemonade flavours will be available as a multipack for the first time in the UK and Ireland. The introduction of multipacks offers retailers a ‘drink later’ format that enables consumers to stock up their cupboards and conveniently add Celsius to their daily routines.
Born in fitness, Celsius is a functional energy drink brand that combines bold taste and a blend of essential vitamins and caffeine without sugar or preservatives. Celsius supports active lifestyles with a blend of essential vitamins which contribute to the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).
Red Bull launches new zero-sugar variant
Red Bull Zero
The Red Bull range offers wiiiings for every taste. The introduction of Red Bull Zero has expanded choice within the Red Bull range 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.
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.
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, swimmer Daniel Wiffen, mountain bikers Greg Callaghan and Ronan Dunne and gymnast Rhys McLeneghan.
Visit www.redbull.ie for more inspiring content and follow @RedBullIre on Instagram and TikTok to stay up to date with the latest action and events.
Stay on top of your protein goals
Charleville High Protein Medium Red Grated Cheese
Charleville High Protein Cheese delivers the great taste you know and love, with an added boost of natural protein to support busy, active lifestyles. Available in both grated and sliced formats, it contains up to 28g of protein per 100g, making it a simple, satisfying swap for those looking to increase their daily protein intake without compromising on flavour.
Made in Ireland using quality milk from local farms, this high-protein cheese is a natural source of goodness that fits effortlessly into everyday meals. Melt it into a post-workout omelette, add it to wraps, layer it on toasties or sprinkle it over pasta, for a versatile and nutritious addition.
With 33% less fat* and the same great Charleville taste, its High Protein Cheese offers an easy way to fuel your day, whether at home, at work, or on the go.
Healthii Kitchen is a brand you can ‘trust’
Joshua Rohdich, founder with Healthii range
Fed up with being sold snacks that claim to be healthy but are really nothing more than marketing dressed up as nutrition? Everyday consumers are increasingly sceptical as products flaunt “betterforyou” labels while relying on hidden sugars, refined ingredients, or artificial additives. One area where this disconnect is especially clear is dietary fibre, an essential nutrient most of us are not getting enough of, despite its vital role in digestive health and steady energy levels. In fact, around 80% of adults in Ireland do not consume the recommended amount of fibre in their daily diets, falling short of the 25 to 35 grams per day guidance. (corporate.lidl.ie)
Healthii Kitchen offers a refreshing solution. Founded three years ago by Joshua Rohdich, the brand was built on a simple but powerful mission: never compromise on taste or nutrition. Its signature protein balls are crafted from just five natural ingredients, making them high in fibre and a genuine source of protein without refined sugars or palm oil.
Because they deliver naturally occurring antioxidants and clean nutrition, they support everyday wellbeing without the gimmicks often found in “healthy” alternatives.
Perfect for busy mornings, lunchboxes, or an afternoon pick-me-up, Healthii Kitchen snacks make it easier for consumers to boost their fibre intake in a way that fits into real life. The brand’s rapid growth speaks for itself, now stocked in over 1,000 stores across Ireland, and plans for European expansion are underway. With a dedicated R&D team developing innovative additions to the range, Healthii Kitchen is proving that snacks can be both truly nutritious and genuinely delicious.
RYSE: Powered by caffeine and B Vitamins
(L-R) Ian O’ Rourke co-founder and managing director and David Stone co-founder and director RYSE Chocolate at ISM Cologne
RYSE Chocolate launched in June 2025 and is Europe’s first chocolate energy bar powered by caffeine and B Vitamins. It’s fast becoming a regular purchase for 18-44 year olds who are looking for a deliciously creamy and silky energy boost without a high sugar energy crash. RYSE bars are being consumed across many different occasions; to defeat the midday slump, to stay energised for a long drive or for when you need to try and smash that 10k personal best.
Being an energy brand, it’s non-stop for the RYSE team. RYSE recently attended ISM in Cologne; one of the world’s largest sweet and snack trade fairs. Retailers and distributors from across Europe and the US showed major interest in the brand, which will hopefully result in some exciting news to come later in 2026.
Ian O’Rourke, co-founder and managing director, said:
“Ireland is our home market and very much the focus for the brand. We’re really happy with the growth we are experiencing across our customers.
“Consumers are increasingly engaging with the brand and our awareness is trending upwards. We travelled to ISM to dip our toe in the water and it was a real eye opener, there weren’t any other brands like RYSE and this led to some great conversations with retailers and distributors from around the world”.
Being both Irish owned and manufactured is important to the brand team with the bars being produced in Co. Kildare. RYSE is proud to be the newest member of Love Irish Food, whose mission is to showcase, promote and celebrate authentic, Irish food and drink brands to the Irish shopper.
You can now find RYSE in selected SPAR, Londis, MACE, Daybreak, Avoca and Fresh stores with new and exciting listings coming in April. Keep an eye on its socials for updates @rysechocolate or visit its new website rysechocolate.com.
Fulfil strengthens lead in functional snacks
Fulfil Vitamin & Protein Bar range
Aoife Maloney, senior trade marketing manager, Fulfil
Q&A with Aoife Maloney, senior trade marketing manager, Fulfil
Q: Looking back on 2025, what has been the standout milestone for Fulfil as it continues to strengthen its position as Ireland’s leading functional snack brand?
A: 2025 has been a defining year for Fulfil, with the standout milestone being the brand firmly cementing its position as Ireland’s number one functional snack brand, holding over 50% share of the Healthy Bars category. Achieving sustained growth from such a strong base is a huge validation of the brand’s relevance, quality, and connection with consumers. It reflects years of consistent investment in product quality, innovation, and brand-building, and reinforces Fulfil’s role as the category leader in Ireland.
Q: How has Fulfil evolved this year in terms of product innovation, consumer engagement, or market expansion across Ireland, the UK, and Europe?
A: In 2025, Fulfil continued to evolve by putting consumer demand at the heart of innovation, most notably through the launch of Cappuccino and Almond. These NPDs were developed in response to growing consumer appetite for more indulgent, adult flavour profiles, as well as increased demand for plant-based and dairy-free options within functional snacking.
The launches allowed Fulfil to broaden its appeal beyond traditional protein bar users, attracting new shoppers into the category while staying true to the brand’s functional credentials. Alongside strong performance in Ireland, these innovations have supported continued momentum across the UK and Europe, helping Fulfil strengthen its presence in key markets and reinforcing its position as a brand that listens to consumers and evolves with them.
Q: What moment in 2025 best captured Fulfil’s vision to become Ireland’s most loved functional snack brand?
A: The launch of Fulfil’s largest-ever sporting partnership with the GAA Hurling Under-20 All-Ireland Championship was a defining moment in 2025. It marked a shift from simply sponsoring sport to actively supporting the next generation of Irish athletes. That partnership, combined with strong consumer response across retail and social channels, perfectly captured Fulfil’s ambition to be a brand people feel proud to support and identify with.
Q: As the brand reflects on a year of rapid growth, what achievement from 2025 are you most proud of, and how will it shape Fulfil’s direction heading into 2026?
A: What we’re most proud of is delivering growth at scale. Growing units while already leading the category shows that Fulfil continues to win new consumers while retaining loyal ones. Heading into 2026, this gives us confidence to keep investing in innovation, partnerships, and brand experiences that deepen our emotional connection with consumers, while continuing to lead the functional snacking category responsibly.
Q: What made the GAA Hurling Under-20 All-Ireland Championship the right fit for Fulfil’s biggest sporting partnership to date, and how does it align with the brand’s mission to “Support Ireland’s Game”?
A: Hurling is one of Ireland’s most demanding sports, requiring strength, endurance, and commitment from a young age – values that align perfectly with Fulfil. The Under-20 Championship represents ambition, dedication, and future potential, making it a natural fit for a brand that exists to fuel performance. By supporting Ireland’s game at this level, Fulfil is investing in the future of sport, not just the headline moments.
Q: With ambassadors Barry Walsh, Oisin O’Donoghue & Adam Screeney on board, how does Fulfil plan to use this partnership to inspire young athletes and encourage the next generation to ‘Fulfil Their Dreams’?
A: At the heart of this partnership is authenticity. Barry Walsh, Oisin O’Donoghue and Adam Screeney are not just ambassadors – they’re real examples of what it takes to succeed in Irish sport: commitment, resilience, and belief over time. Fulfil plans to bring their stories to life in a way young athletes can genuinely relate to, focusing not just on success, but on the hard work, setbacks, and perseverance behind it.
Through content, on-the-ground engagement, and visibility at key moments of the Under-20 Championship, Fulfil wants to show young players that progress doesn’t happen overnight – it’s built day by day. By aligning with athletes who have walked that path, the brand aims to inspire confidence, ambition, and self-belief, reinforcing the idea that with the right mindset and support, young athletes across Ireland can truly Fulfil Their Dreams.
Meridian nut butters: Powering natural protein
Meridian Protein Fully Roasted Smooth Peanut Butter
Ireland’s number one natural nut butter brand¹, Meridian leads the peanut butter market, delivering strong performance within the protein and energy category. With a 20.4% market share², the brand’s success reflects a clear focus on simplicity, transparency and great taste.
As shoppers become increasingly label-aware, Meridian’s Protein Peanut Butter stands out for its clean ingredients and natural nutritional profile with 100% nuts. Free from palm oil, gluten, dairy, added sugar and sweeteners, it delivers a natural nutritional profile that resonates with health-conscious, ingredient-savvy shoppers. Available in family-size 700g tubs, Meridian’s Protein Peanut Butter caters to both everyday households and high-usage fitness consumers.
Containing 30g of plant-based protein per 100g, Meridian provides a powerful yet natural source of protein and sustained energy, supporting active lifestyles without compromise. Every tub is roasted and crafted in Meridian’s dedicated roastery, maintaining the hands-on approach that has become central to the brand’s trusted reputation.
Whether stirred into porridge, blended into smoothies, drizzled over pancakes or used in baking, Meridian’s Protein Peanut Butter offers a nutritious, accessible way to elevate everyday meals and snacks.
Commenting on the brand’s continued success, Rachael Kelland, brand manager at Meridian, said:
“Holding the position as Ireland’s number one peanut butter brand brings a real responsibility to deliver for both shoppers and retailers. Consumers are increasingly looking for protein that’s natural, transparent and versatile, and Meridian delivers on all three. Our Protein Peanut Butter offers a clean-label, high-protein solution that performs just as well in everyday family meals as it does for active consumers, making it a strong and reliable choice in a growing category.”
For sales enquiries, please contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie.
Thirst Life: Smarter hydration for serious training
3 PICS****
Thomas Carty, and Laurence Murray, co-owners, THIRST
THIRST electrolyte drink mix
Q&A with Thomas Carty, co-owner, Thirst
Q: What inspired you to create Thirst Life and focus on electrolyte-rich hydration products for gym-goers and athletes?
A: Thirst Life came from my own frustration with hydration options while training. I was training hard, sweating heavily, and realised that plain water wasn’t cutting it – but the alternatives were often loaded with sugar, artificial ingredients, or didn’t actually address electrolyte balance properly. I wanted something functional, clean, and effective that supported performance without unnecessary extras. Thirst Life was built to solve that gap: proper hydration for people who train seriously, whether they’re elite athletes or just committed to their fitness.
Q: How do the ingredients in your electrolyte drink mixes support workout performance and recovery compared with regular water or sports drinks?
A: Water alone replaces fluid, but it doesn’t replace what you lose through sweat – especially sodium and key electrolytes that are essential for muscle function, energy levels, and recovery. Our drink mixes are formulated to restore those electrolytes in the right ratios, helping improve hydration efficiency, reduce fatigue, and support performance during training. Compared to traditional sports drinks, we focus on minimal sugar, no unnecessary fillers, and ingredients that actually serve a purpose – so you’re hydrating smarter, not just drinking calories.
Q: Many customers use Thirst before workouts, during long gym sessions, or after intense activity – how should someone integrate your products into their daily fitness routine?
A: It’s really flexible and depends on how you train. A lot of people use Thirst before workouts to start hydrated, especially if they train early or sweat heavily. During longer or more intense sessions, it helps maintain energy and prevent dehydration. Post-workout, it supports recovery by replenishing what’s been lost. For anyone training consistently, hydration shouldn’t be an afterthought – it’s part of your daily performance routine, just like nutrition and sleep.
Q: What sets your brand apart from other hydration and performance products used by gym-goers and athletes?
A: What sets Thirst Life apart is simplicity, transparency, and intent. We don’t overcomplicate things or hide behind marketing buzzwords – every ingredient has a clear function. We’re also built from the ground up around real training environments, not boardroom ideas of fitness. The brand is authentic to people who train, compete, and push themselves, and we’re constantly refining based on real-world feedback, not trends.
Q: What feedback from athletes or fitness enthusiasts has been most surprising or helpful as you refined your product range?
A: One of the most surprising things has been how many people use Thirst beyond the gym – from team sports and endurance events to long workdays and travel. Feedback around reduced cramping, better energy, and even improved focus has been incredibly valuable. It’s helped shape how we think about hydration as a lifestyle product, not just a workout supplement, and it’s pushed us to keep raising the bar on quality and formulation.
Sibly Food Co. secures nationwide Applegreen listing in major growth milestone
Matthew Collins, founder, Sibly Food Co.
Irish FMCG food brand Sibly Food Co. has recently announced a significant retail expansion, securing a nationwide listing with Applegreen Ireland for its popular four Ball Energy Ball Pack. The brand is also now stocked in Lavazza Docks locations nationwide with its convenient two Ball Pack, marking another step forward in Sibly’s mission to make balanced, functional food more accessible on the go.
The listings represent a major milestone for the growing Cork business, placing Sibly products in high-footfall travel and commuter hubs across the country. Known for creating nutritionally balanced snacks designed for real life, Sibly Food Co. continues to bridge the gap between convenience and quality, offering options that support energy, satiety, and modern lifestyles.
Founder Matthew Collins described the expansion as a pivotal moment for the company.
“We’ve always built Sibly around food that works for people’s day-to-day lives. Partnering with Applegreen allows us to meet customers where they are – whether that’s commuting, travelling, or just needing better snack options on the move.”
The growth is not just retail-focused. Collins also envisages team growth of 15% over the coming period to support increased production, operations, and brand development as this young start-up becomes a nationwide staple.
With a clear vision and expanding national presence, Sibly Food Co. continues to work toward its long-term ambition: becoming a trusted household brand in modern, health-conscious food.
WONDR Jellies bring healthier fun to sweets
WONDR Jellies Fizzy Cola
WONDR Jellies are redefining the confectionery category by delivering the taste and enjoyment consumers expect from sweets, while aligning with the growing demand for better-for-you options.
An Irish start-up, WONDR Jellies bring a genuinely new proposition to the category with high-protein, low-sugar jellies that still taste like regular sweets.
Their products are also lower calorie, high in fibre, gluten-free, fat-free, and made with no artificial colours or flavours – offering functional benefits in a category traditionally dominated by high-sugar, high-calorie products.
Their three current SKUs – Fizzy Cola, Fizzy Cherry and Sour Snakes – have been a huge hit with consumers, with a strong rate of sale in various retail outlets including Tesco, Holland & Barrett and convenience stores.
While many categories have evolved to reflect changing consumer preferences, confectionery has been slower to adapt. WONDR Jellies fill this gap by offering a product that meets modern nutritional expectations without compromising on taste.
Each 50g pack contains just 1.5g of sugar, 6.5g of protein, 110 calories, and almost 20g of prebiotic fibre.
WONDR Jellies can help to grow the category by bringing health-conscious consumers back to sweets, while still appealing to traditional confectionery shoppers.
Killowen Farm launches Protein Yogurt range
Killowen Farm Protein range
Killowen Farm has expanded its award-winning yogurt portfolio with the launch of its new Protein Yogurt with Granola range.
Available in three variants – Lemon Curd, Chocolate & Orange and Raspberry (190g); these convenient, nutritious snacks combine delicious, creamy high-protein yogurt with a crunchy, wholesome granola topper.
Produced on the Dunne family’s farm using the freshest milk from its own grass-fed, free-roaming herd, the range reflects the brand’s ongoing commitment to quality, provenance, and innovation. Each pot contains 18g of protein, appealing to health-conscious shoppers seeking balanced, functional food options on-the-go without compromising on taste.
The launch strengthens Killowen Farm’s presence in the growing grab-and-go yogurt segment and reinforces its reputation for premium quality and natural, wholesome dairy-based products that deliver an exceptional taste experience. Killowen Farm – Good Natured.
When two worlds collide: Grenade launches Creme Egg protein bar
Once again, Grenade has raised the bar on what to expect from a snack. One of Ireland’s top protein bar brands is launching a limited-edition Creme Egg flavoured bar that’s rewriting the script on chocolate this Easter.
Only available until April 2026 and in an on-the-go size (45g), the limited-edition Grenade Soft Core Creme Egg Protein bar is powered by 13 grams of protein and just two grams of sugar. It’s smooth, bold and unapologetically indulgent – a true Creme Egg and protein smash-up that delivers on taste and performance.
The Grenade Soft Core Creme Egg Protein Bar is the first of a new era of protein bars, which are irresistibly soft and satisfying. Featuring a first-of-its-kind new soft core, made from light, fluffy protein dough with a decadent signature yolk coloured Creme Egg flavoured filling, all wrapped in delicious smooth milk chocolate.
Whether looking for a snack on the go, some fuel between meetings or a post-gym perk, Grenade is helping make every challenge, big or small, smashable. The Grenade Creme Egg bar joins the Grenade Ireland protein bar range, which is high in protein, low in sugar and with under 250 calories per bar.
Grenade Ireland’s brand manager, Maighréad Lynch, said:
“Grenade is back with a groundbreaking new offering, the first ever official Creme Egg flavoured protein product. Our new Soft Core bar is an innovative addition to our already strong offering. We’re confident that this new bar will be a favourite among protein bar fans, thanks to its more indulgent texture and taste.”
The limited-edition Grenade Soft Core Creme Egg Protein Bar (45g) joins the Grenade pack – but only until Easter 2026. Smash it before it’s gone, you won’t want to miss it. Available at all major supermarkets, convenience stores and online retailers, including Amazon.
The rise of natural energy: Inside Oatco Superfuel
Oatco Superfuel is a brand on a mission to change how it thinks about everyday energy. Created to support real, busy lives, Oatco is redefining the food-to-go category with functional snacks that deliver natural fuel when it’s needed most.
In a market traditionally led by protein claims, Oatco takes a different route. Its Super Bite Energy Balls and Overnight Oats are designed around natural energy, fibre and great taste, providing sustained fuel rather than short bursts. The result is a range that proves energy and flavour can exist side by side.
Now stocked in over 600 stores across the UK and Ireland, Oatco is making functional snacking more accessible than ever. Whether it’s powering through the 3pm slump, supporting a pre- or post-gym routine, or choosing a better-for-you snack on the go, Oatco fits seamlessly into modern busy lifestyles.
With crave-worthy flavours and a strong functional focus, Oatco Superfuel is challenging the competitive landscape and carving out a new space within food to go. As demand continues to rise for snacks that do more, Oatco is leading the movement, proving that natural energy can be both effective and delicious.
From butcher’s block to Britain’s fridges
Brian O’Leary, CEO, DMC Foods at Morrisons
Following its successful Morrisons debut, the brand is now also available through Ocado, bringing its flavour-led meals and high-protein meals to households across the UK.
Founded by the O’Leary family at Dublin Meat Company and still family-run today, DMC Foods produces one in five ready meals consumed in Ireland from their BRC AA+ grade factory in County Monaghan. Since launching in 2014, Fit Foods has built an “everyday health” sub-category, combining convenience, great taste and balanced nutrition without compromise. In Ireland, the brand has helped attract younger and more affluent shoppers into the ready-meal aisle, reshaping the category toward branded growth.
“This is a milestone moment for us as a family business,” said Brian O’Leary, CEO, DMC Foods. “What started with my grandfather’s butcher shop has grown into Ireland’s number-one ready-meal brand, and now we’re excited to serve shoppers across the UK both in-store and online. Fit Foods is about proper, tasty meals that fit real life.”
The Ocado launch significantly broadens national reach, reflecting changing shopping habits and rising demand for convenient, healthier meal options delivered directly to the door. Fit Foods enters the UK market as ready-meal consumption continues to grow, with over 30% of UK consumers eating ready meals weekly.
“Our butcher heritage gives us a deep respect for ingredients and flavour,” added Gillian Clarke, marketing director at DMC Foods. “We focus on meals that taste homemade because they’re crafted by real people and are quick, satisfying, balanced and full of flavour.”
As well as a fully branded bay in Morrisons to showcase its meals, the launch has been supported by a major UK digital campaign. Developed with creative agency Arcade Media, founded by Jordan Schwarzenberger and known for managing YouTube superstars The Sidemen, Fit Foods partnered with creator OnlyScrans, who has over 1.3 million followers across social platforms. Together, they created both his and the brand’s first TVC-style social advert. Positioning Fit Foods as “your new best mate in the fridge”, Fit Foods also flooded the feeds with creators the length and breadth of the country, showcasing how Fit Foods fits into their lives.
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