Hitting the mark

Partnering with the right sales and marketing company is the difference between a brand’s success and failure. ShelfLife looks at some of the most accomplished companies in the Irish market that are creating exciting marketing opportunities for the brands they represent


Brand Central

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15 April 2015

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Brand owners do not generally double as marketing gurus so they need a little help in getting their product to market in the best possible way. Using a tried and trusted sales and marketing company to do this work for you, is really a no-brainer. It is especially good when this company already works with similar brands to your own, so they know the market inside out and instinctively understand how best to develop its potential. Economies of scale mean they can do a lot more with your marketing budget, than a small brand could do on its own. Below, we have detailed some of the companies that create solutions for individual brands and explain how this partnership works.

Allegro delivers marketing solutions across FMCG market

Allegro 2 Col LogoDetails:

Allegro Ltd.

Jamestown House, Jamestown Business Park, Finglas, Dublin 11

Tel: 01 858 0600

Email: info@allegro.ie

Website: www.allegro.ie

Allegro’s Key Brands

Astral, Autan, Bextartar, Blistex, Bord Na Mona, Brillo, Bruscar, Crackerjack, Del Monte, Dr Whites, Ecover, Efamol, Elastoplast, Fenjal, Glade, Gliss, Hermesetas, Irish Sugar, Kiwi, Lil-Lets, Mr Muscle, Nivea, Oust, Pledge, Polylina, Raid, Robinsons Cottonwool, Sanex, Shout, Spontex, Toilet Duck, Valley Gold, Witch, Wrights, Douwe Egberts, Jeyes, Kleenoff, LifeLine, Fiacla, Casserole Pies, Hanley Corned Beef, Meridian, Tymbark, Kubus, Caprio, Pudliszki, Profi, Graal, Almar, Winiary, Mispol, Herbapol, Colgate, Palmolive, Caldesene, Caldease, Frend, Surf Seeds, Avent, Philips Personal Care, Philips Small Domestic Appliances, Tiger Energy Drinks, Princes Meats, Easy, Parozone, CaldeSpray, American Muffins, Bloo, Cathys Spelt, Chia Bia, Clipper Tea, Dalkey Mustard, Dentinox, Derrycamma, Delicious, Green Saffron, Jamar, Kallo Foods, Molar Ltd, Nelsons Arnica, Nelsons Teetha, Newgrange Gold, Ocean Healthcare, Raytex, Rockline Industries, Simplee Salt, Spatone Iron Supplement, Symprove, Walsh Packaging, The Scullery, Virginia Health, Wacky Wings, Derma V10, Clevamama, Snufflebabe, Dentyl, Tropical Medical Bureau, Atrix, Eucerin.

Allegro is one of the largest and longest established sales, marketing and distribution companies operating on the island of Ireland. It is a full service distributor and marketing partner to the grocery, pharmacy, optical and heath food sectors. Allegro’s proven capability to deliver varied yet cost effective solutions to its principals is achieved through a clear focus on the distinct needs of its individual clients to accomplish quality driven results.

Allegro’s ability to forge sustainable, strategic long term relationships with its clients and key service providers is critical in creating a sustainable competitive advantage in the FMCG sector. The dynamic management and sales teams are performance focused, committed and have significant expertise in representing diverse client portfolios of premium international brands.

An ongoing strategy of significant financial investment in information technology and systems development is vital to Allegro in providing a full menu based service option for all clients. Systems and processes are extremely flexible with an ability to interface with both principals and customers’ systems.

The critical mass and financial security that Allegro enjoys enables the company to offer innovative and cost effective solutions to all prospective customers regardless of the scale or nature of their request.

Why choose Allegro

  • Ireland’s premier distributor
  • 102 years of outstanding sales performance and marketing support in the Irish grocery market
  • State-of-the-art distribution facility
  • Expertise in all trade sectors
  • A complete understanding of supply chain
  • Strong relationships with buyers/key decision makers
  • Ready-to-go call database
  • Skilled, experienced employees are one of its biggest assets
  • Proven record of achievement throughout the organisation

DisplayCapitol Essentials awards exclusive distribution contract to Elite Home Products

Elite Home Products

East Park,
Co. Clare.

Tel: (061) 360383
Email: design@tidi.ie

Website: www.tidi.ie

Capitol Essentials, one of Ireland’s largest suppliers of non-food impulse products, has announced an exclusive six-figure deal that will see Shannon-based Elite Home Products Ltd. become the company’s sole nationwide distributor from mid-June.

The contract will see the County Clare company manage and grow an established nationwide customer base and seek to increase sales of the distinctive green and red packaged products in more than 4,000 retail outlets.

Established in 1989, Capitol Essentials operates across the UK and Ireland and specialises in a range of convenience and emergency items including adhesives, baby care, pet care, hair care, household and stationery products. The move gives the firm access to a comprehensive sales and merchandising service and a strong wholesale distributor network that can supply the 220-plus product range immediately and guarantees order fulfilment within 24-hours across the country.

Brian Steele, managing director of Capitol Essentials, said the company’s partnership approach, customer focus and ability to deliver superior service standards were driving factors in awarding the contract to Elite Home Products:

“It is pleasing to be building a strategic partnership with a family-owned firm that shares our values and customer focus. This deal is good news for our clients who need every inch of shelf space to work harder for them. When we introduced a similar approach in Great Britain, most retailers benefited from a marked increase in sales – up to 40% in some cases. Elite Home Products has proven that it has the expertise and capability to help us replicate that success in Ireland.

“For retailers this deal means our product range will be better optimised to their needs and more rapidly replenished or adapted to consumer demands. As always, they will only ever carry the stock required and, with our sale or return policy, if a product is not selling we will remove it and replace it with a more suitable line. As part of the tie-up we’ll also be reviewing many of our price points to ensure they deliver greater sales potential.”

Murty O Donoghue, managing director at Elite Home Products Ltd, said: “This is the start of an exciting partnership between two fast-growing indigenous businesses. It will create further jobs in our core workforce and open new opportunities for both companies to grow in a competitive sector.

“Our flexible and responsive approach has helped us build strong relationships with many of the best performing groups and independent shops across Ireland. We know that customers are more discerning in how they make purchase decisions and expect to see greater value in every product range. Our partnership with Capitol Essentials is a great step forward for us and for retailers who have the chance to secure stronger returns and capitalise on the booming demand for non-food impulse products.”

The agreement between Capitol Essentials and Elite Home Products Ltd. comes into effect on Monday 15 June 2015.

To find out more about the range of Capitol Essentials products visit www.capitolessentials.com or to speak to the sales team contact Elite Home Products on (+353) 0 61 360 383.


ampersand1 (2)About Ampersand


Ampersand, Naas Road, Clondalkin, Dublin 22

Tel: 01 413 0100



Key Brands

swan advert shelflife march 15Agio, King Edward, Villiger, Swan, Zig Zag, OCB, Clipper, Djeep, Newport, Liqua Lites, Blu, Duracell, Osram Blubs, Jack Links Beef Jerky, Mugshots, Organix, Ballymaloe, Santa Carolina and Pasqua.

Ampersand is a family owned business which has been engaged in the importation and distribution of convenience products on the Irish market since 1947.

Trading with all retail groups Ampersand has established its position as a key player in the convenience sector by successfully building brands and providing an excellent level of service to 3,000 direct FMCG customers.

Ampersand has the right formula for success

1. Gain distribution

Ampersand has 3,000 direct customers throughout the Republic of Ireland. Its nationwide sales team have built strong relationships with its customers who they call to every five weeks. Key account management and achieving head office listing is also a key aspect in building distribution for brands in Ireland.

Agio  pack advert small (2)2. Achieve sales

Ampersand achieves sales through its experienced sales representatives on the road and internal telesales team. The sales team are highly experienced with full product knowledge. Sales presenters are used in every call, which highlight all product detail and special promotional offers. On the spot van sales, no minimum order quantity and next day delivery give Ampersand a key advantage over other competitors.

3. Create awareness

Brands are constantly fighting for shelf space and Ampersand specialise and understand the importance of creating in store awareness especially for new product launches. Its sales reps on the road carry stock and full suites of POS to enable instant in store merchandising; ensuring products get the best placement in store.

4. Build brands

Ampersand knows the right marketing mix is crucial in building a brand and this is key to what they do.  They develop the right marketing mix, Identifying products based on market needs and USPs, competitive pricing and promotional offers are set up working within budgets, packaging design is defined to suit the Irish market and finally products are placed in the best position in store to create the strongest impact. It is all these factors which influence a solid brand position in the Irish market.

Ampersand has long standing relationships with their brands across a wide product portfolio.

brand logos

Contact Ampersand to learn more about the company’s diverse range of products available to Irish retailers.

GBS White BG Logo.jpegThe best Solution for your business




Address: Unit 5,

Ashbourne Business Park,


Co Meath

Tel: +353 1 901 8224

Email: info@grocerybrandsolutions.ie

Website: www.grocerybrandsolutions.ie 

Key brands: Capri-Sun, Tate & Lyle, Willow Water, Heineken, Cadbury’s, Pepsi, Walkers, Loyd Grossman, Mr Kipling, Hartley’s, Chivers and Ambrosia.

Grocery Brand Solutions delivers a total business solution for FMCG brands seeking a partner to represent its brands across island of Ireland. The company takes full ownership for all aspects of the market from head office management, consumer marketing and in-market execution to supply chain and financial management.

The Ashbourne based business which commercial manager Clinton Arblaster describes as “a truly consumer and customer focused organisation” is led by a management team with over 40 years experience working in blue chip companies with category leading international and local brands such as Heineken, Cadbury’s, Pepsi, Walkers, Loyd Grossman, Mr Kipling, Hartley’s, Chivers and Ambrosia.

“We have a wealth of experience in the Irish and UK grocery markets across a range of categories. We are extremely passionate about the products we represent and believe that by focusing on a select number of key brands we can ensure that we deliver great results for our partners,” says Arblaster.

The company was the first in Ireland to partner with Tesco and its Donabate facility to use a shared warehouse system for vendor managed inventory, enabling them to react quickly to changing customer requirements. It was also paid the ultimate compliment by the brand owners of Capri-Sun who took the capri-sun.ie website, created with Grocery Brand Solutions’ marketing agency Bloom and rolled it out over the markets of  Belgium, France and the Neatherlands to be the hub for its digital communications (all markets managed by drinks mega company CCE).

Customer solutions are extremely important for any brand owner. According to Arblaster:  “We work with our principals to build customer specific plans depending on the wider commercial objectives for the brand and the opportunities identified in each account. Our account managers then activate the plans with customers from Palmer and Harvey in the north to Dunnes in the south and are measured against clearly defined objectives which we report back to our brand owners,” say Arblaster. “We are a completely open book with our partners and work hard to be seen as a extension of their internal teams.”





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