Come fry with me
ShelfLife spotlights the latest launches, standout products and emerging trends in the fast-moving air fryer category
Print22 September 2026
Air fryers have become a firm favourite in Irish kitchens, offering consumers a convenient way to create quick, tasty meals with less fuss. From frozen favourites and snacks to dedicated air-fryer innovations, the category continues to expand as shoppers seek speed, versatility and great flavour.
The continued popularity of air fryers reflects wider consumer demand for convenient cooking solutions that can help simplify mealtimes. Euromonitor has identified multifunctionality, affordability and healthier cooking as key factors supporting growth in the air-fryer category, with smart features and digital commerce also expected to shape the market.
For retailers, the category continues to create opportunities across multiple food segments, from traditional frozen chips and potato products to chicken, snacks, appetisers and increasingly specialised products designed specifically for air-fryer preparation.
The appliance has also broadened the occasions in which consumers can use familiar products, with shoppers able to prepare meals and snacks quickly while using less oil than traditional frying methods. Research reported by FoodNavigator found that air-fryer cooking times can be reduced by 20–25% on average, adding to the appliance’s convenience appeal.
As ownership becomes more established, manufacturers and food brands are continuing to develop products around the appliance, while retailers can capitalise on the trend through clear cooking instructions, dedicated ranges and merchandising that highlights speed, convenience and versatility.
With consumers continuing to balance value, convenience and healthier cooking choices, the air fryer looks set to remain an important influence on the way shoppers approach everyday meals and snacks.
Slicey Pizza lunches new Hot Honey Pepperoni flavour
Slicey Pizza Hot Honey Pepperoni
Slicey Pizza, the handmade Italian sourdough pizza slice brand specifically designed for the air fryer, is continuing to deliver innovative ‘restaurant quality, ready in minutes’ pizza. Illustrating this the brand has just launched its latest flavour, Hot Honey Pepperoni, one of the hottest pizza trends currently taking over pizza menus across the US, UK and Ireland.
Launching nationwide in Tesco and SuperValu Ireland, Centra, Spar and Eurospar, Hot Honey Pepperoni brings together the perfect balance of sweet and spicy, tapping into one of the biggest flavour trends of recent years. The new flavour brings this popular combination to the frozen category, giving consumers a fresh and exciting alternative to more traditional pizza flavours.
The launch comes as Slicey Pizza continues to experience rapid growth. The brand sold its first one million pizza slices in Ireland within 14 months of launch, before selling a further one million pizza slices across the UK and Ireland in the last seven months. Slicey Pizza is now available in Sainsbury’s and Tesco stores across the UK and is in discussions with major UK retailers as it continues to expand its retail footprint.
Slicey Pizza’s approach to innovation is rooted in bringing the latest food trends and restaurant-inspired flavours into a convenient frozen format. Hot Honey Pepperoni is a perfect example, combining a flavour consumers are already seeking out in restaurants with the convenience of the air fryer and the brands quality handmade Italian sourdough base and restaurant quality product.
Donegal Catch launches new Fish Goujons range
Donegal Catch Crunchy Breaded Fish Goujons
Donegal Catch Battered Chip Shop
Donegal Catch Breaded Southern Fried
Donegal Catch, ‘Ireland’s favourite frozen fish brand for almost 40 years’, knows that life is busy and finding something everyone will enjoy for dinner isn’t always easy.
Between busy schedules and the daily “What’s for dinner?” dilemma, many families are looking for quick, tasty meal options that take the stress out of mealtimes.
To make mealtimes easier, Donegal Catch has launched a delicious new Fish Goujons range, available in three irresistible varieties: Crunchy Breaded, Chip Shop Battered, and Southern Fried.
Made with tender mini fillets of white fish, these tasty goujons are a great choice for a wide range of meal occasions. Simply choose your favourite flavour and create delicious wraps, tacos, salads, or even a spice box for an easy fake-away experience.
Naturally high in protein and full of flavour, they are a delicious alternative to chicken or meat and an easy way to enjoy more fish as part of a balanced diet. Made in Ireland using responsibly sourced fish and are packed in fully recyclable packaging.
Things are heating up in the freezer aisle
Gorge Us! Skin-On Rustic Chips, Classic Cut Chips and Sweet Potato Airfries
Gorge Us! is giving shoppers a fresh reason to head for the freezer with a new range created for Ireland’s favourite kitchen appliance.
Gorge Us! Airfries launches with three tempting sides: Classic Cut Chips, Skin-On Rustic Chips and Sweet Potato Airfries. Made for the air fryer and just as delicious from the oven, they are quick to prepare and deliver the golden finish, fluffy centres and satisfying crunch people love.
It is a simple proposition that fits neatly into everyday life: three easy ways to make tonight’s dinner considerably more interesting. Classic, Sweet or Rustic. Choose according to your mood, your meal or whichever pack catches your eye first.
The fun continues beyond the freezer. The ’Find Your Gorge Us! Side’ campaign invites shoppers to discover whether they are Classic, Sweet, Rustic – or happily undecided. And these packs were ‘made to catch eyes.’ Bold design and a confident brand personality give Gorge Us! immediate shelf standout, helping retailers turn the continued popularity of air-fryer cooking into renewed interest in the frozen category.
With convenient cooking, three appealing choices and a lively launch campaign designed to build recognition and encourage trial, Gorge Us! Airfries bring fresh energy to the freezer aisle, and plenty of crunch to the dinner table.
Goodfella’s launches New York Style Deli Slices
Goodfella’s Margherita New York Style Deli Slices
Goodfella’s Pepperoni New York Style Deli Slices
As ‘Ireland’s number one frozen pizza brand’, Goodfella’s is meeting consumer demand for convenient, high-quality snacking solutions with the launch of its New York Style Deli Slices. Building on the successful launch of the brand’s New York Style pizza range in 2025, Goodfella’s is now bringing the popular pizza-slice occasion from the high street to home freezers across Ireland.
Available in two delicious flavours, Pepperoni and Margherita, Goodfella’s New York Style Deli Slices are the first triangular shaped pizza slice to launch in Ireland’s frozen pizza category. Inspired by authentic New York deli and pizza shop culture, each slice delivers a light yet satisfying eating experience. Designed with convenience in mind, the slices can be prepared in the air fryer in just four minutes, making them an ideal choice for busy consumers, seeking a tasty, hassle-free snack without compromising on quality or flavour.
Each slice is crafted using dough that is fermented for 48 hours before being stone baked, creating a thin and crispy base with the perfect balance of chewiness and crunch. Generously topped with quality ingredients, the slices deliver an eating experience that is bursting with flavour.
Source: Worldpanel by Numerator, Frozen Pizza, Value & Unit Sales, 52 weeks ending 14/06/2026
McCain’s air-fryer range ‘makes mealtimes easier’
McCain’s air-fryer range is helping Irish households make mealtimes easier, with potato products specially designed to deliver deliciously crispy results in just minutes.
As air fryers continue to grow in popularity and become an increasingly common feature in Irish kitchens, consumers are looking for items that make the most of the appliance. McCain’s Air Fryer range combines convenience, quality and great taste, offering familiar favourites for simple, fuss-free meals.
The range includes Airfryer Fries Crinkle Cut 750g, Airfryer Deep Ridge Crinkle Cut 750g and Airfryer Hash Brown Bites 600g. Each product has been developed with air-fryer cooking in mind, helping shoppers achieve a crisp and crunchy outside with a light and fluffy inside.
From a quick midweek dinner to a family ‘fakeaway’ or satisfying snack, the range offers versatile options for everyday occasions.
McCain’s Air Fryer range is available from leading Irish retailers including Dunnes Stores, SuperValu and Tesco.
Glenhaven’s Air Fryer Heroes: Frozen favourites for every family
Glenhaven Baked Chicken Fillets
Glenhaven Popcorn Chicken
Glenhaven Baked Chicken Goujons
The air fryer has become a firm favourite in family kitchens, making it easier to get something delicious on the table when time is short. And when it comes to air fryer favourites, Glenhaven has something for everyone.
For over 40 years, Glenhaven has been making frozen favourites that fit into everyday family life, and this year, there are two new additions to the range.
The new Glenhaven Baked Chicken Fillets and Baked Chicken Goujons are baked, not fried, with up to 70% less saturated fat and 17g of protein per serving. Quick and convenient to prepare, they’re a versatile addition to family mealtimes, whether it’s chicken wraps, loaded bowls, an easy midweek dinner or simply served with everyone’s favourite sides.
They join a freezer full of Glenhaven Airfryer Heroes, including Original Recipe Chicken Tenders, Crispy Shredded Chicken Strips, Popcorn Chicken, goujons, battered nuggets and Cheese Bites.
From feeding hungry kids after school to getting dinner sorted on a busy evening or serving up a Friday night fakeaway, the air fryer and a freezer stocked with Glenhaven make a pretty handy team.
For retailers, Glenhaven offers a broad range of air fryer-friendly frozen favourites, bringing together taste, convenience, choice and innovation for today’s shoppers.
Whatever the family favourite, there’s a Glenhaven Air Fryer Hero ready to go.
‘Come home to Glenhaven’.
Read more: Fry-day, every day
© 2026 by ShelfLife reporter
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