Ireland’s favourite 11-40 brands: 100 Master Brands at Home

The recently released 2024 Ireland Brand Footprint report by Kantar sheds light on the brands that have not only endured but thrived in challenging times. Here's the top 11-40 brands that have secured their place in the hearts and baskets of Irish shoppers

Brand Central

Read More: 100 Master Brands at Home

25 June 2024

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The recently released 2024 Ireland Brand Footprint report by Kantar sheds light on the brands that have not only endured but thrived in challenging times. Here’s the top 11-40 brands that have secured their place in the hearts and baskets of Irish shoppers

Ireland’s top 11-40 brands

11.) Fitzgerald’s

Fitzgeralds Family Bakery continues to show strong growth in both Ireland and the UK. Some of this growth has been facilitated by their recent extension to the bakery, which has allowed them to significantly increase production capacity and launch several new Bagel and Bagel Slims® flavours.

The newest members of their bagel family include their delicious Chia & Ancient Grain Bagels, Seeded Sourdough Bagels, ‘Everything’ Bagels and Sesame Seeded Bagel Slims®. Following their significant investment in the bakery expect another exciting wave of NPD to come in Q4 this year.

Their range includes Fresh bagged Bagels and Bagel Slims®, Wraps, Bake at Home French and Italian Breads, Naan Breads, and Skinny Italian Pizza Bases and they are market leaders in these categories in ROI, and their range continues to be well received in the UK.

12.) Birds Eye

Birds Eye Mini Fish Fingers have been a staple brand for Irish families for decades and continues to maintain a strong heritage in an increasingly competitive Irish frozen food market. For years it has provided an outstanding range of high quality, tasty and versatile foods that have delighted consumers around Ireland. With a vast portfolio to choose from which stems from the beloved Chicken Dippers, Waffles, Fish Fingers, Peas and plenty more that suits for every occasion.

In April of this year, Birds Eye launched the new Mini Fish fingers which expands the Fish Finger eating occasion even further into ‘snacking’. The tasty new addition to the Birds Eye portfolio has been supported with above the line with TV, VOD, partnerships, social, on pack promotion right through to through the line in store support.

With continuous investment into driving quality products, innovation and media, there is exciting times ahead for the Birds Eye
brand.

13.) Johnston Mooney and O’Brien

14.) Irish Pride

15.) Fairy

16.) Nescafé

17.) Pringles

Pringles continues to be one of Ireland’s most loved crisp brands. With its iconic can, unique shape and delicious flavour, Pringles’ popularity is unwavering.

The brand continues to target snacking occasions, inviting consumers to POP into Pringles’ new digital world – POPTOPIA! An evolution to the existing digital platform which will provide the unique and exclusive experiences for Pringles enthusiasts across
Europe.

Pringles has also continued to delight consumers with ongoing new flavour launches.This year, the brand has reset the spicy range with an eye-catching name ‘HOT’, launching with four incredible flavours with differing heat levels; Flammin’ Cheese, Smokin’ BBQ Ribs, Kickn’ Sour Cream and Sweet Chilli. All of them, except for Sweet Chilli are also HFSS
compliant!

Pringles has also supported leading men’s health charity, Movember since 2021 and last year announced that it will donate a minimum of €50,000. The brand’s donation will support Movember’s important initiatives which help change the face of men’s health and fight for men to live happier, healthier and longer lives.

The Pringles moustachioed mascot joined the cause last year for the first time since his new look was unveiled in 2021. Mr. P shaved down his moustache and started afresh for the month of growing through social posts.

Pringles goes green, white and orange with limited-edition cans

This summer Pringles is going green, white and orange with a range of limited-edition cans with an Irish flag on its Original and Sour Cream and Onion flavours.

With these cans, Pringles and football fans alike can be in with the chance to win a holiday for two worth €5,000. To enter, simply scan the QR code on any can of Pringles and play a football-inspired game to be put into the draw.

The four lucky winners will have the choice of a holiday for 2 people to a European destination* where they will stay for five nights in a four-star hotel, with €400 spending money, dinner at a top restaurant, airport transfers and a choice of a football stadium tour, a spa day, or a cultural experience depending on their preferences. Choice of European destinations include Barcelona, London, Paris, Berlin, Istanbul, Milan.

18.) Keoghs

Once you bite into a delicious Keogh’s snack, you will never look back. Keogh’s are renowned for their premium quality award-
winning innovative flavours, that excite and delight consumers with every bite. 100% Irish, Keogh’s have been farming the fertile land of North Country Dublin for over 200 years and are experts in growing and producing Ireland’s finest potatoes. From crop to crisp, the potatoes are washed, sliced and hand cooked in small batches on the family farm.

2023 was an exceptional year for Keogh’s with the launch of it’s very first TV ad for Crisps, which debuted on our screens in May.
The campaign was a huge success and Keogh’s brand value share grew ahead of the market, whilst delivering the fastest volume growth in the Multiple Sharing sector. Keogh’s are delighted to have grown an phenomenal eight places this year in the Kantar top 100 brands, landing in the top 20 at 18th place.

Keogh’s continues to invest in marketing support and launched a new ATL campaign to support its Bigger Bite Popcorn Range in
January. Keogh’s popcorn is now Ireland’s fastest growing popcorn brand with an 8% share of the market. Keogh’s Popcorn is truly unique, using a special corn, it’s larger, rounder and crunchier, so each bag is packed full of flavour.

This summer Keogh’s are launching a really exciting fundraiser for Children’s Health Foundation which will not only raise much
needed funds for sick children in Ireland but will give two lucky donors a chance to win a trip worth €5,000 to Paris, France.
Keogh’s are asking you all to get behind this said cause and donate a minimum of €5 to its Just Giving Fundraiser by either scanning its QR code in store or on its packs. Each €5 donation will be entered into its competition draws. The winners will be announced at the end of October. www.justgiving.com/page/keoghsfarm

19.) Muller

20.) Batchelors

With the back-to-school season approaching, parents across Ireland will be busy with preparations. Amidst the chaos, one thing remains constant: ensuring children have nutritious, delicious, and convenient meals. Enter Batchelors, Ireland’s number one baked bean brand, which has been a staple in households nationwide for 84 years, providing a perfect solution for busy mornings and hearty lunches.

Made in Cabra in Dublin, Batchelors has been synonymous with quality and taste for 90 years. This trusted brand, deeply rooted in Irish culture, has been a go-to for families seeking reliable and wholesome food options. The baked beans, rich in flavour and packed with nutrients, o er a comforting taste of home, making them an essential part of the Irish diet.

In today’s fast-paced world, convenience without compromising nutrition is key. Batchelors baked beans excel in this regard. High in protein and fibre, they provide the necessary energy to keep children active and focused throughout their school day. Whether served on wholegrain toast for a quick breakfast or served with chicken and mashed potato for a wholesome dinner, Batchelors beans are versatile and easy to prepare, fitting seamlessly into busy family routines. With increasing awareness of healthy eating, parents are more conscious than ever about what they serve their children. Batchelors baked beans are full of the good stuff and a natural choice, being low in fat and free from artificial preservatives.

During the back-to-school period, Batchelors will be launching a through the line campaign on radio, national out of home,
digital and PR and supported with strong in store activity.

21.) McVitie’s

McVitie’s is and has been a biscuit tin staple in Irish households for generations, so it’s no surprise that the biscuit giant is coming in at number 21 in this year’s list. With a programme of world-class marketing and market-leading NPD throughout its 184th year in business, McVitie’s took the nation by storm in 2023 – reminding us why its biscuits continue to top shoppers’ lists week-on week and reinforcing its position as the category’s one and only True Original.

For the first time in five years, it launched an all-encompassing masterbrand platform, True Originals, which set the stage for a series of (now award-winning) campaigns throughout the year. This included taking to the nation’s TV screens with a fun-fuelled advert which won over consumers by reminding them that, as the True Original biscuit brand, McVitie’s is often copied – but never equalled.

Featuring a cameo from none other than broadcasting legend Sir Trevor McDonald, ‘There is Only One’ was further brought to life by best-in- class PR and social engagement, plus shopper activity. Meanwhile, McVitie’s brought innovation, excitement and a wealth of new shoppers to the category with the likes of McVitie’s Gold Billions Wafer, Jaffa Cakes Raspberry and White Chocolate Digestives – the latter of which was the biggest launch in two years for the category, bringing in 60% incremental sales for the brand. With this year’s plans set to take this further, McVitie’s is sure to feature on the 2024 list and beyond.

22.) Yoplait

A much-loved family favourite, Yoplait has been satisfying Irish consumers for over 50 years. Generations of Irish families have literally ‘grown up’ on their favourite Yoplait Fruit Yogurts, Yops, Petit Filous and Frubes which are still enjoyed in homes everywhere.

Favoured by parents as a snack of choice for the whole family, the Yoplait range is rich in calcium and vitamins and has been enjoyed in homes and lunch boxes all over the country since the 1970’s. Just like families, tastes and demands change generation by generation and Yoplait strives to meet these changes with an ever- innovative product range. Popular with a new generation of Yoplait adorers, Yoplait Skyr range is based on a creamy Icelandic recipe.

Yoplait Skyr is 100% natural, high-quality dairy, fat free source of rich protein which provides a high percentage of your daily
nutritional requirements. Furthermore, Skyr’s inherent creamy flavour and texture appeals to a current sophisticated demand for a more natural tasting snack whilst its versatility as a stand-alone protein rich snack or as a welcome main constituent in breakfast bowls, smoothies, sauces and dips continues to win consumers over.

Boasting a fat free 9.6g of protein per 100g serving, Yoplait Skyr makes for an excellent pre or post gym or sports snack or can alternatively be paired with fresh fruit, nuts and honey and enjoyed as a satisfying and flavoursome breakfast bowl.

23.) Staffords

24.) Carrolls Cuisine

25.) Kitkat

Kitkat, Nestlé’s leading confectionery brand, continues to climb the ranks, moving up three places in this year’s Top 100 brands list. Year to date (YTD) performance has been driven by value growth in its core range, particularly the iconic four finger single bar and two finger biscuit formats. Kitkat’s Duo offering within chocolate singles remains in high demand, and the brand recently introduced a limited edition Kitkat Chunky White Biscoff variant, adding excitement to its portfolio.

Kitkat’s success can also be attributed to its robust marketing and advertising strategies, focused on maintaining a strong presence in the market and engaging with consumers effectively through its ongoing “Have a break, Have a Kitkat” campaign.

The brand also prioritises sustainability, ensuring that its cocoa is sustainably sourced with all Kitkat produced in the UK and Ireland made with 100% certified sustainable cocoa.

Overall, the brand’s sales performance, ability to continue to meet consumer demands, effective advertising support and sustainable sourcing practices will help maintain Kitkat’s position as a leading brand within the Irish Confectionery market.

26.) Pat The Baker

27.) 7-Up

28.) Clonakilty

29.) MiWadi

MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927 MiWadi has been a fruity and flavoursome part of childhood in Ireland for 97 years and has always remained relevant to Irish families with a wide range of flavours in its Regular, No Added Sugar, 0% Sugar and Drops ranges. MiWadi is still produced in Dublin to this day and is a proud member of Love Irish Food.

Both MiWadi single concentrate and double concentrate ranges are now fortified with Vitamin D which supports your family’s immune system*.

Vitamin D is very important in your diet to help support your family’s general health, growth and development but it can be difficult to achieve the recommended daily intake of 5 μg. It has been reported that Vitamin D deficiency is very prevalent in Ireland**. MiWadi makes the water that you need to drink each day extra delicious and refreshing. To enjoy all the thirst-quenching tastiness of MiWadi at its best just add water. MiWadi continues to grow year on year maintaining its number one position in the Squash Category***.

*Excludes MiWadi Regular Blackcurrant 1L. Source: **Department of Health Article Reporting on Vitamin D Deficiency in Ireland, April 2020. ***AC Nielsen Value Share MAT Total Squash Category May 2024. Vitamin D contributes to the normal functioning of the immune system and maintenance of normal bones and teeth.

30.) Dairygold

Dairygold has been a staple in Irish hearts and fridges for almost 40 years. Traditionally made using natural ingredients and perfectly churned to create its deliciously creamy, Dairygold taste.

The deliciously creamy taste of Dairygold is also available in plant based! Check out its Dairygold plant-based range which consists of Plant Based Spread and Plant Based Butter available in stores nationwide.

32.) Keelings

Keeling’s its delighted to be ranked 32 in Ireland’s prestigious list of the top Kantar’s 100 most chosen consumer super brands. The Keelings story stretches as far back as 1926 when the farm was initially established in North County Dublin, the fi rst Irish strawberries being planted in 1937. Fast forward to present day, Keelings is now the number one manufacturer within fresh
produce*. The brand, initially launched in 2010, now commands 77% awareness** in the market amongst Irish consumers.

As Ireland’s number one fresh strawberries supplier*, Keelings strawberries are enjoyed by households across the country and are
delighted to announce that Irish Strawberry season is in full swing! Keelings Irish strawberries are available now to stock in your stores nationwide.

Keelings will not only be supporting Irish strawberry season this year but has also recently relaunched the brand with a full 360 marketing campaign including a return (for the first time since 2016) to TV, a radio advert, in-store POS, sampling partnerships, OOH, social media support and much more. The rebrand is not only about celebrating the taste and enjoyment of fresh produce but also about solidifying Keelings as a beloved Irish cultural brand here in Ireland amongst Irish consumers.

33.) Green Isle

Green Isle has been championing good, convenient food in Ireland for over 60 years. Making you feel like a champion in the kitchen. From classic side dishes of garden peas to flavoursome stir-fry mixes and crispy roast potatoes, Green Isle makes good food decisions easy. The Green Isle range of vegetable and potato sides saves you time on meal preparation as all the chopping and slicing has been done for you, ensuring that family mealtimes are as stress-free as possible and you feel like a champion in your kitchen.

New Green Isle Fruit Snacks are superior quality fruits that are perfect for lunchboxes, a healthy treat or on-the-go snacking. Made from 100% fruit, Green Isle Fruit Snacks help people eat well without adding to the “to do” list.

Ideal for anyone that is focusing on making healthy snacking choices, each box contains three easy-to-open snack packs and are one of your five a day. You can choose from juicy pineapple chunks or mango chunks. These carefully selected superior quality fruits are picked at their peak and frozen at their freshest. New advanced freezing technology ensures that the superior quality, taste and texture of its prepared fruits are all locked in, delivering a wonderful product with no food waste – just amazing ready to eat fruit when you need it!

34.) Flahavans

35.) Alpro

Alpro has been leading the food revolution for the past 40 years and it has been ‘banging that big, plant-based drum ever since’. Alpro’s mission back then was the same as it is now: to help people make positive choice when it comes to food. Long before oat flat whites became the drink of choice, Alpro was making plant-based products back in 1980, where its story began with a soya drink recipe. Alpro’s extensive range caters to various preferences and times of day. Its core drink line includes Oat, Almond, Soya and Coconut, with no-sugars options available.

For coffee enthusiasts, the Barista range ensures a perfect coffee shop experience with oat, almond, soya, and coconut options.
On-the-go soya drink choices in chocolate or strawberry flavour, along with plant-based alternatives to yogurts in flavours such as blueberry, strawberry, vanilla and passionfruit, offer convenient, tasty snacks. Alpro want to help people make positive choices when it comes to food and our products can be used in a variety of ways to do this.

Whether you’re looking for a smoothie, away to refresh your overnight oats or a weekend brunch, Alpro has a product that suits your needs. Alpro is always developing new innovative products and 2024 will be no different with anew extension to the range set to hit shelves and online in 2024 which is sure to be a big hit among a whole new audience demographic.

Ireland’s favourite 11-40 brands: 100 Master Brands at Home