Despite all the challenges 2020 presented, brands nevertheless stepped forward with new innovation to pique consumers’ interest on-shelf and meet their needs
6 January 2021 | 0
Another year of trading is coming to a close, and what a year it’s been. But before we wave a long-awaited goodbye to 2020, we’ll first take stock of the year as it was in the fast-changing FMCG and grocery sector. 2020 has been a year of uncertainty, challenge and change for the sector. Covid-19 has seismically altered the way we shop and the goods we consume.
Retailers and suppliers have outdone themselves in working to meet consumers’ changing needs, particularly with regard to healthy and sustainable products. Notably, homegrown heroes have been a real hit, with shoppers in Ireland choosing to ‘support local’ during the first Covid-19 lockdown period and spending €178m on Irish sourced grocery products in the four weeks ending 17 May 2020. This is an additional €35m spent on local products compared to the same period in 2019, according to data released from Nielsen. The figures also showed that the fastest overall growing grocery category continued to be alcohol, as Irish consumers remained without access to pubs and bars.
Strengthens your immune system*
Made from only plants, vitamins and water (that’s it!), Mude is a range of truly healthy-for-you beverages that provide proactive energy, health and wellness, so consumers can take control of their day, with no guilt of being harmful to the planet: feel the physical and mental effects within five to 20 minutes of consumption.
The range includes:
With 69% of people putting a firmer focus on health and wellbeing in response to Covid-19, there’s never been a better time to discover Mude ImmunoBoost. Turbocharged with Beta Glucan and complex B Vitamins, its clinically proven to boost immune health.
Lacking energy? 40% of people report feeling the same during these uncertain times. Mude Play harnesses the power of organic green tea to revitalise body and mind, giving you a natural energy kick.
Along with a dip in energy, 42% of us have experienced decreased motivation over recent months. Mude Work is the ideal antidote: active ingredient, yeast protein, helps you find focus when you need it most.
It’s no surprise that 40% of people have reported increased anxiety due to the pandemic. Thanks to the soothing powers of ashwagandha plant, Mude Chill is the stress-busting solution we all need.
34% of us are struggling with sleepless nights post-Covid. Take control of your dreams and get a head start on tomorrow with Mude Sleep, combining chamomile and valerian root for a truly restful slumber.
Mude is now available nationwide.
*(Source: Proven in more than 50 scientific studies, based on regular consumption of Mude’s unique blend of ingredients)
(Data sources: PWC Global Insights Survey 2020; Glassdoor)
Next generation snacks
Sports nutrition brand Acti-Snack has announced the launch of seven new healthy Nut and Trail Mixes designed to natural fuel the body and promote recovery in athlete, sports and health enthusiasts.
Designed in partnership with performance nutritionists and adventure athletes, the brand is centred around tailored plant-based products that meet the bodies need to refuel and recover.
Lorna Cooke, a leading Irish sports nutritionist at Sports Medicine NI, has been involved in the development of the product and explains how Acti-Snack is different from traditional sports snacks, and has concentrated on only using natural ingredients..
“What sets Acti-Snack apart from traditional protein snacks,” she says, “is the natural nutrition approach as well as unique flavour blends which reduce the problem of flavour fatigue that can be a real issue for endurance athletes.”
“We noticed a real gap in the market for healthy sports nutrition and protein snacks that aren’t filled with artificial sweeteners or pseudo health credentials,” adds Bronagh Clarke, marketing director at Acti-Snack. “We set out to create real food snacks that would fuel athletes and those passionate about being healthy to go further and faster, and still deliver great taste and satisfaction.
“The Acti-Snack range is hand-crafted and baked and is designed with protein front and centre to help build muscle mass,” she continues. “However, we know athletes need much more than that. We’ve also considered broader micro and macro nutrients that are needed for performance such as potassium, magnesium and iron to fight muscle fatigue. The products are all vegan, gluten free and 100% natural.”
The range is designed to answer different need states, with high energy mixes to fuel athletes before and during an event or training, to all-natural recovery mixes, to low sugar Keto mixes*. As the first and only accredited Keto snacks in the UK and Ireland, these two specific mixes (Salt & Apple Cider Vinegar and Buffalo BBQ) feed growing dietary trends around the growing demand for lower sugar, lower carb options.
Launching with seven new mixes, the Acti-Snack range is specifically designed to equip athletes and adventurers to help them achieve their goal. It includes ‘Energy’, ‘Natural’ and ‘Keto’ Mixes in a range of delicious flavours.
The mixes are available in a variety of sizes from the 40g on the go packs for €1.75, the Power Packs are in available in up to 200g retailing at €5 and are now available on shelves across Ireland. For more information, contact Barry Tyndall, +353 (0) 860 467713.
Auntie knows best!
2020 was a year of significant achievements for the Aunt Bessie’s brand. Having previously enjoyed great success with Yorkshire Puddings, Aunt Bessie’s decided to expand its offering this past year, extending the product portfolio to include Chips, French Fries, Wedges, and Roasties.
Based on the success of this initial launch, and just in time for Christmas, Aunt Bessie’s has expanded its offering to include big bags of Chips, Roasties, Homestyle Croquettes and even renovated her famous Yorkshire Puddings which are now 25% bigger. Look out for big things coming from this brand in 2021!
Sustainably sourced ingredients
A firm favourite at Irish tables for generations, Knorr Soups has launched an exciting new ‘Natural Soups’ range bringing excitement and energy to the wet soup category.
Currently available in three variants; Creamy tomato & Basil, Garden Vegetable and Sweet Potato & Carrot, Knorr Natural Soup range is made with sustainably grown ingredients you would find at home, meets the highest of nutritional standards and provides one of an individual’s five-a- day.
Packaged in a glass bottle the range is fully recyclable and will provide customers with a tasty and nutritious solution that fits within their lifestyle, Knorr Natural Soup range has an RSP of €2.79*.
*(Pricing at sole discretion of the retailer).
Guilty of being named the ‘World’s Most Admired Wine Brand 2020’ by Drinks International, 19 Crimes is a wine that shares the history of the infamous people who founded the land where its grapes are now grown. It highlights the plight of 165,000 convicts who made the long voyage by sea to Australia between 1788 and 1868, as punishment for committing one of 19 crimes.
19 Crimes wanted to bring the stories to life with a fun and intriguing twist to the standard wine tasting experience. To do this, the brand developed an interactive app which animates the 19 Crimes convicts’ infamous true stories.
To grow awareness of the brand and the concept of the interactive labels, there was a PR drop to key influencers. This was extremely successful with everyone loving the twist on their standard drinking occasion and something new to bring to the experience. On the back of this success, 19 Crimes partnered with SuperValu to create a bespoke retail pack for Father’s Day which was criminally successful!
With so much choice available, it is vital to improve and build on the in-store experience by adding something that stands out. The combination of awareness and something unique in the market brought not only a positive sales boost but a new cohort of customers seeking that unique gift and experience.
Done the natural way
Cono Sur has a deep commitment to the environment which is embedded in its new organic range. Since its conception, Cono Sur has been deeply committed to the development of its environmental policies, believing that high quality wine production can work hand-in-hand with eco-friendly practices.
This is led by the brand’s key principles of going back to the origins, providing quality in a pure expression of nature all whilst showing respect to the environment. At Cono Sur, things are done the natural way.
This year, Cono Sur launched four new organic wines; Chardonnay, Sauvignon Blanc, Pinot Noir and Cabernet Carmenere Syrah. Young and fresh, this Sauvignon Blanc has a nice and bright colour with an expressive, refreshing, delicate, juicy balance taste. The Chardonnay has a seductively complex, very fresh and well-balanced acidity taste to it, undoubtedly young and friendly. Appealing in its rich and deep right colour and governed by sweet wild fruit aromas, this Pinot has a personality of its own. Last but not least, is the Cabernet Carmenere Syrah, a wine of integrated character, that culminates in a chocolate finish with underlying woody and toasty hints.
Blossom Hill Gin Fizz is a blend of sparkling crisp white wine, botanical infused water, and a dash of gin, and is available in two flavours – Lemon & Rosemary, and Rhubarb. At 8.5% ABV, Gin Fizz should be poured over ice and served with a simple garnish.
First launched into the Irish market last summer, Blossom Hill Gin Fizz aims to tap into the growing gin trend achieving strong sales since launching. It was created based off the increased demand from consumers for new and exciting products within wine. Additionally, the gin market was thought to be quite old fashioned and outdated, leaving a gap in the market to attract a younger audience with the perfect blend of wine and gin.
Firstly, there is the 75cl bottle that lends itself to the sharing experience in line with the standard wine occasion. The rise in on-the-go formats and gin fizz being synonymous with social occasions paved the natural way to launch the ready to drink can variation. The 20cl can format enables consumers to easily enjoy the serve on-the-go or the perfect stocking filler for the gin lover in anyone’s life! It makes the product more accessible that in turn allows Blossom Hill to continue to drive growth through innovative, fun and accessible concepts.
This is the perfect drink for those that don’t generally shop wine but would be interested in giving it a go. Consumers are looking for products that fit into their lifestyle and Blossom Hill Gin Fizz fulfils this role.
Making strides in sustainability
2020 was a defining year for Lyons Tea, as it became the first major Irish black tea brand to make its retail range plant-based and biodegradable, whilst keeping the same great taste consumers know and love.
Almost a third (32%) of shoppers in Ireland would be more likely to buy plant-based and biodegradable teabags as they have a better impact on the environment*. Shoppers’ calls for sustainability have now been answered with Lyons Tea’s new plant-based and biodegradable teabags, helping retailers to meet this demand.
Since introducing plant-based teabags to its retail range, Lyons Tea has produced 1 billion biodegradable plant-based teabags, saving 50 tonnes of non-biodegradable plastic, which is the equivalent of 10 million standard sized plastic carrier bags. Unlike traditional black teabags that contain small amounts of plastic which cannot be composted, Lyons Tea’s new retail range can be disposed of into a brown bin and composted to biodegrade back to nature.
In addition to making its retail range plant based and biodegradable, 2021 will be another exciting year for Lyons Tea. In another environmentally friendly move, Lyons Tea will remove the outer plastic overwrap from all its tea boxes by next summer.
*(Source: According to research of 1,000 adults in Ireland conducted by iReach Insights on behalf of Lyons Tea, August 2020)
Q&A with…Aoife McCarthy, brand manager, Lyons Tea
Q: Lyons Tea recently introduced fully biodegradable teabags. Can you explain a little about how you achieved this and why it was an important goal for the brand?
A: At Unilever, we know we have a responsibility to ensure our products are as sustainable and environmentally friendly as they can be. Like many other tea producers, we traditionally used trace amounts of polypropylene plastic to seal our teabags, but we knew this had to change. Over the last number of years, we worked closely with our R&D team to make our mission of removing plastic from our teabags a reality. We’ve now switched the traditional polypropylene sealing agent to a new plant-based corn starch alternative, which allows us to sustainably seal our iconic pyramid teabags without impacting the flavour Lyons Tea drinkers know and love
Q: Are improved sustainability credentials an attribute that your customers are actively seeking out?
Believe it or not, since we made the switch, Lyons Tea drinkers in Ireland have now helped us save over 50 tonnes of plastic from going to the landfills. Now imagine what that figure will be in even just one year’s time? We can’t wait to see the impact this change can make in the long-term.
At Unilever, we always make our products the best they can be for those that use them, and when it comes to Lyons Tea, we know that sustainability is important. Through research we found that more people are looking for more ways to be environmentally friendly and live sustainable lives. Almost a third of the population would be more likely to buy biodegradable products to better protect the environment. We not only wanted to serve this need, but also make sure we were taking steps to ensure our own business is environmentally friendly.
Obviously, we’re incredibly proud to be the first major black tea brand in Ireland to make the switch, but we hope this this move will only open the flood gates for others to follow. We recently launched the Greener Tea Mandate to encourage other brands and retailers to make the switch too and offer tea lovers more options that are eco-friendly.
Q: We know Lyons Tea uses 100% sustainably sourced and Rainforest Alliance Certified tea leaves. How has this positively affected tea gardens and the wider industry in concrete terms?
A: It made sense for us as a business to make sure our tea is 100% Rainforest Alliance Certified. The work the Rainforest Alliance does with individuals, communities and companies across the world to conserve biodiversity is incredible. As part of their mission, they have trained over 2 million farmers to make sure that crops are being farmed in a sustainable manner.
Their huge efforts protect the forests and improve the livelihoods of farmers and forest communities for future generations. The work they do is incredible, and it’s worth taking a deeper dive into all they achieve to better understand why purchasing 100% Rainforest Alliance Certified tea is the way to go (www.rainforest-alliance.org/).
Q: The Lyons Tea ‘Time to Talk’ and ‘Now We’re Talking’ campaigns supporting Pieta House have proved memorable in recent years. How do you intend to build on this and also deliver greater messaging around sustainability?
A: At some stage of our lives, most people in Ireland will be affected by mental health issues in some way, shape or form, so raising awareness of mental-health issues in Ireland is a purpose we feel particularly passionate about. We’re extremely proud of the work we’ve done so far, but we’ll continue to look for new ways to de-stigmatise mental health and promote open conversations across Ireland.
Superb attention to detail
The inspiration for the name of Tom and Norma Dinneen’s farm and cheese came from their gentle Montbéliarde cows, a breed that originate in France where they are synonymous with traditional cheesemaking. They have beautiful rust coloured markings, hence the name Bó Rua, the Irish for red cow.
Using their rich and delicious cows’ milk (winner of the Gold medal for Best Dairy Milk at the 2020 Blas na hEireann, Irish Food Awards) the Dinneens use traditional methods to hand-craft and mature their award-winning Bó Rua Farm Cheddar cheese on their family farm in East Cork. Cheesemaking is seasonal, while the cows are outdoors, enjoying a grass diet.
Bó Rua Farm Cheddar is carefully produced and gently aged to develop a firm yet delicately creamy texture and a full, approachable flavour. Norma and Tom have made it their mission to oversee every step of their pasture-to-plate produce to ensure they craft the finest of cheese and their attention detail has certainly paid off with Two Stars at the Great Taste Awards 2020 and the Gold Medal for Best Irish Hard Cheese at the Blas na hEireann, Irish Food Awards in 2019. Bó Rua Farm Original Irish Farm Cheddar has recently been centrally listed in SuperValu stores nationwide.
Bó Rua Farm is situated in Ballyknock, Ballynoe, Fermoy, County Cork. For more information, telephone 0879755484 / 0868385547, email email@example.com or visit www.boruafarm.ie.
Sweeter, more distinctive flavour
Bulmers Rosé made a timely re-emergence onto shelves nationwide in July, adding some much-needed colour to 2020 with a new improved recipe. Initially trialled across a limited period in summer 2019, Bulmers Rosé returned for 2020 with a sweeter, more distinctive summer flavour making it appeal to those who enjoy other ‘pink’ drinks like gin and wine.
Produced in Clonmel, Co. Tipperary, the home of Irish cider, Bulmers Rosé is fermented for up to 18 months and made with the same 17 varieties of apples and dedication to the craft as the Original.
With an ABV of 4%, Bulmers Rose comes in a 330ml bottle and is best served over ice, just like the Original, providing an ideal accompaniment to brunch and lunch; and as a pre, during or after-dinner drink. Bulmers Rose is best served over ice and made to be shared with friends.
Focused on simplicity
Earlier this year, Danone Dairy Ireland introduced its new yogurt range, Danone Yogurt, the brand’s biggest launch in three years. The new Danone yogurt range has been developed in conjunction with families to reflect the simplicity they are seeking in a world where they have more choice than ever. The new and exciting yogurt range caters to increasing calls from Irish shoppers for food brands to create simple, sustainable great tasting products that align with their personal, health and family values.
Danone Yogurt caters for everyone with simple, recognisable ingredients that consumers will recognise: just milk, live cultures and a fruit and veg layer*, all with no added sugar** or sweeteners. In addition, Danone wants to make recycling easy by using 100% recyclable pots*** and cardboard and clear on-pack recycling labels. The range includes formats for the whole family, including family multipacks, kids pouches and single pots. Flavour combinations include Peach & Raspberry, Mango Carrot & Banana & Strawberry.
This brand was launched to help Irish families build more sustainable eating habits for the health and the planet. Danone is proud to be a B Corp company, which means it is committed to using business as a force for good.
The new Danone yogurt range is stocked in Dunnes, SuperValu and Tesco nationwide. For more information, visit www.danoneyogurt.ie.
*(The kid’s pouches are blended with fruit purée)
**(Contains only naturally occurring sugars)
***(Kids pouches are recycled through Terracycle)
An Irish must-have
Denny celebrated its bicentenary this year and since 1820, has been at the forefront of delivering products that consumers love. Denny started the year strongly with a new TV advert ‘Only Denny Will Do’, celebrating 200 years of making memories with Irish households.
Denny is performing strongly across its core portfolio where the brand holds the number one position in the sausage category across the island of Ireland, growing rapidly at +23% MAT. Significant year-on-year sales growth highlights ‘Only Denny Will Do’ when it comes to sausages for Irish consumers. Denny also remains the number one brand in sliced cooked meats across the island of Ireland, with another solid year of growth at +14% MAT*.
Additionally, Denny launched its most significant innovation in recent years with the new Denny Meat Free range, consisting of three products; sausages, burgers and mince. Developed using soya protein, coconut oil and the famous Denny signature seasoning, the range delivers the familiar taste of Denny. The range has performed exceptionally well across the trade generating great consumer sentiment.
Overall, 2020 has been a very strong year for Denny, delivering strong growth +15% MAT*, with 2021 set to be another massive year for the brand.
*(Source: Nielsen Data up to 6/9/20)
Exceeding sales expectations
Irish company, VivaGreen’s new Tru Eco range of refillable, eco-friendly laundry and household cleaning products, targeting eco-conscious consumers, continues to grow.
John Mac Mahon, manager of Twomey’s SuperValu, Deansgrange says: “Since we started stocking Tru Eco in September, we have seen the range exceed all sales expectations with sales continuing to increase week on week.”
The VivaGreen Tru Eco range, which is made from plant-based and biodegradable ingredients, and is free from harsh chemicals, includes All-Purpose Cleaner (500ml and 1.5L), Washing-Up Liquid (500ml and 1.5L), Non-Bio Laundry Detergent (1.5L), and Fabric Softener (1.5L). Tru Eco bottles are made from 100% recycled plastic, and they are reusable, recyclable and refillable.
The Tru Eco range, developed by VivaGreen’s environmental scientist Dr Anne Marie Mahon, ensures that sustainable practices are met by using naturally-derived, biodegradable ingredients, that are free from harsh chemicals but work together to deliver a powerful performance, were central to product development. Tru Eco products are Guaranteed-Irish, vegan-friendly, cruelty-free and septic tank safe.
“Today, people are more conscious about supporting local, doing their bit to help the environment and minimising the use of chemicals in their homes and our new Tru Eco range, and all of our other eco-friendly products, meet these consumer demands,” says Russell Walsh, joint managing director, VivaGreen.
The Tru Eco range is supported by a national media and targeted digital marketing campaign driving people to their local stockists.
Uniquely positioned to stand out
Award-winning beverage company Cult Drinks has launched a new flavour in the renowned Fat Frog brand – Fat Frog Hard Pink Soda. This edgy hard pink lemonade in 33cl can joins Fat Frog Original, the best-selling Hard Citrus Soda.
In March 2020, Cult Drinks relaunched Fat Frog for the new generation of RTD drinkers. Based on extensive market research by Trinity Brand Group, the new bright, bold, and gender neutral branding is uniquely positioned to stand out in a category which has been flooded with homogenous hard seltzers. Fat Frog is all about the fun not the fads and is focused on why consumers buy RTDs; easy emotional refreshment.
With 780+ points of distribution across ROI including symbol groups, independents and major multiples, the brand reports 100% of customers have placed repeat orders with order volumes tripling on average.
The new Fat Frog is engaging consumers like never before, attracting a broader age range and demographic, bringing a new customer to the aisle. As well as full in-store POS, the Fat Frog Pink launch is being supported primarily across social media and key influencer partnerships including the sponsorship of a mockumentary series with comedy influencer Darren Conway and his DJ Fresh Vibes character.
For more information, get in touch at firstname.lastname@example.org.
Flahavan’s, Ireland’s favourite porridge brand, has been milling locally sourced oats in Kilmacthomas, Co. Waterford for 235 years. Now in its seventh generation, this family business has been at the forefront of category innovation for the past two decades, pioneering a dramatic change in the way consumers think about oat-based foods and their compelling health benefits. By putting the consumer at the heart of its new product development, the company has been able to strategically expand its portfolio beyond the hot oats category, as was evident in August 2020 when it launched a new range of vegan friendly ‘No Added Sugar’ Oat Drinks to cater to the needs of younger audiences seeking plant-based products. As oat experts, the move into this new market sector represented a natural step for a brand with such established heritage, history and provenance.
Available in all major supermarkets, the three new variants include Vitamin Rich, Organic and Barista and are made with 100% Irish oats. Targeted at younger health-conscious consumers choosing plant-based products for both lifestyle and dietary reasons, Flahavan’s Oat Drinks range has had strong marketing support across OOH, digital and social channels, aimed at amplifying awareness and education about the new range as swiftly and effectively as possible. The range has received strong positive reaction and trial among plant-based consumers to date, while its Barista variant is gaining traction across independent cafés, coffee shop chains and other foodservice channels.
Another feather in its sustainable cap…(sule)
2020 saw Frank and Honest launch its new aluminium capsules range, marking the next step in the coffee company’s sustainable journey. The benefit of aluminium capsules is that they can be recycled after use and deliver a better quality product.
These new capsules mean that all plastic has been removed from its coffee capsules. Using aluminium in capsules reduces the products environmental footprint as it’s lightweight and recyclable but it also significantly improves the quality of the coffee as it’s airtight – it keeps the ground coffee inside fresh for longer and fully protects it from moisture, oxygen, light and heat. This improves in-cup quality so your customer’s coffee always tastes amazing. The new aluminium capsules are also compatible with all generation Nespresso machines excluding Nespresso Vertuo.
From bean to cup, Frank and Honest’s has put processes in place to ensure it looks at sustainable optimal solutions for each stage of its coffee-making journey. For more information on Frank and Honest’s sustainable solutions, visit www.frankandhonest.ie.
All Frank and Honest coffee cups and lids are 100% compostable and Frank and Honest Coffee is 100% Rainforest Alliance Certified.
Frank and Honest Coffee was also recently awarded the Guaranteed Irish symbol in recognition for its role in supporting Irish jobs and communities nationwide. It is available in SuperValu and Centra stores in over 660 locations across the country. The group also has stand-alone cafes in Dunboyne, Co. Meath as well as Sundrive Road, Dublin.
Investment and innovation
As well as growing sales of its Organic Yogurt by 50% during the first lockdown of the year, 2020 has been a year of innovation and investment by Glenisk – Ireland’s number one yogurt brand. Glenisk remains a brand that consumers trust when it comes to health, quality, taste and innovation, producing premium Irish milk and yogurts from its base outside of Tullamore, Co. Offaly.
Glenisk this year cemented its commitment to sustainable production and environmental protection with the backing of the One Million Trees campaign – together with Self Help Africa, pledging to plant one million trees in Africa and 100,000 in Ireland. This local to global initiative is just one of several steps being taken by the business to lead the way in sustainable food production.
In May, Glenisk introduced the first carbon neutral milk carton to the market, removing the plastic screwcap on its Organic and Goats’ Milk ranges in place of a brown board paper carton made from 100% renewable materials. New carbon neutral yogurt pots will be introduced across the trade in Q1 2021.
Glenisk also launched two new product ranges during the year – a new no-added-sugar Quark, featuring an on-pack partnership with Kathryn Thomas and Pure Results, as well as new on-the-go Go Shots, a high protein yogurt tube for the teenage and young adult consumer base.
For more information, visit www.glenisk.com.
How do you like them apples?
This year, Jack Daniel’s launched the newest edition to its family; Jack Daniel’s Tennessee Apple.
This crisp and delicious new flavor from the expert distillers at Jack Daniel’s offers consumers a new and approachable way to enjoy Jack Daniel’s. Did you know apples are one of Ireland’s favorite fruits?* So why wouldn’t Jack Daniel’s pair this great taste with the world’s number one selling American whiskey?**
The flavoured spirits category has been growing year on year in Ireland, with consumers actively looking for new tastes and experiences when enjoying a tipple. And what better way to give consumers what they want than mixing Jack Apple with refreshing tonic water for a new refreshing drink of choice.
Since launching in May, Jack Daniel’s Apple has grown to 11th place (MAT)*** within the total spirit total spirit category, which is a strong result after only six months on-shelf, cementing this innovation as a delicious choice for Irish consumers.
Now widely available across key retailers, the brand is looking forward to bringing Jack Daniel’s Apple to more and more consumers in 2021, either in their homes, or favorite local bar.
Jack Daniel’s Tennessee Apple is distributed exclusively by Edward Dillon & Co Ltd. For further details, contact your account manager or sales representative for further details.
(Drink responsibly. Get the facts. Be Drink Aware, visit drinkaware.ie)
*(Source: Bord Bia Insight Centre Understanding consumer awareness of Irish eating apples 8 December 2016)
***(Source: Nielsen Off Trade Data, MAT Oct 2020)
A satisfying snack
In September, award-winning cheddar cheese brand Kilmeaden took a step into the snacking world with cheddar snack bars. The bars are all-natural containing just one ingredient; cheese!
The new 20g snack bar is naturally high in protein – something that tops many consumers’ nutrient list. It helps to satisfy those cravings with only 78 calories per bar. The low carb, low sugar snack will maintain healthy bones thanks to its high calcium count – without any additives; perfect for professionals and kids alike.
Kilmeaden is now going head to head with other snack bars as the brand enters a new category. As a trusted brand among Irish consumers, Kilmeaden offers a satisfying yet nutritious snack for busy eaters on-the-go and is especially handy for those following a vegetarian or flexitarian diet.
Available in multipacks of five x 20g bars (RRP €2.70), or as single 20g bars to eat when on-the-go (RRP: 70c).
“These bars have been designed to help Irish consumers make healthier snacking choices,” says Kilmeaden brand manager, Cara Millaney. “Cheddar cheese is the perfect snack – high in protein, low in sugars, satisfying and very tasty. We’re sure these snack bars will be welcomed by anyone who loves cheese!”
Breakfast without the bowl
When it comes to snacking, Kind believes that you shouldn’t have to choose between tasty and nutritious, and this is certainly the case with the brand’s new breakfast range.
Kind Bars are now the number one brand in the ‘fruit, nut and cereal singles’ category with 37% share*. Building on this success, Kind has launched its Kind Breakfast multi-pack range across the market. Kind Breakfast bars are made with five whole grains; oats, millet, buckwheat, amaranth and quinoa, to be enjoyed on-the-go, with a coffee on your morning commute (even if it’s just from the bedroom to the kitchen these days), dipped in Greek yoghurt at your desk, or sitting at your kitchen table with the kids. Kind Breakfast Bars are made with whole and natural ingredients, high in fibre and gluten free.
They are available in three great flavours: Blueberry Almond, Honey Oat, Peanut Butter. Currently stocked in Tesco, Spar, Eurospar, Fresh and Musgrave Wholesale outlets nationwide. Available in multipacks of three, with individually wrapped packs of two 25g bars, at RRP: €3.99 per box. Find Kind @ KINDsnacks.ie.
*(Source Nielsen data MAT to end Q3 2020)
Kylie Minogue Wines is an exquisite, elegant portfolio of bespoke wines, crafted with passion and integrity. Launched this year in Ireland on Kylie’s birthday, on 28 May, the rosé quickly become one of the most successful launches in its category ever.
This Signature range comprises of three wines from France. A delicate and pale dry rosé made from Cabernet and Carignan grapes, a light and zesty Sauvignon Blanc from Gascony and a smooth and juicy Merlot from the Pays d’Oc. Available in a three-bottle gift pack this Christmas, the Kylie Minogue Wines range is proudly distributed by Barry & Fitzwilliam.
Melt into a moment of bliss
Maintaining its position as the number one boxed chocolate brand, Lindt Lindor continues to outperform the market growing double digit +16.1% and holding a market share of 15.9%.* Lindor success comes not only from the much-loved classic Lindor milk recipe but also through its continual innovations to the market that are guaranteed to excite and delight shoppers.
This autumn welcomed the launch of the latest edition to the Lindor cornet range. Experience bliss with Lindt Lindor smooth melting salted caramel chocolate truffles. The Lindt master chocolatiers combine expertise and the finest ingredients to produce the perfectly round milk chocolate shell with salt crystals filled with an irresistibly smooth melting caramel centre. With a unique recipe and taste profile that only Lindor can deliver, Salted Caramel looks certain to be a massive hit this Christmas.
The Lindor Bar offers the same classic smooth melting recipe as the iconic Lindor truffles, but comes in a 100g bar format, 12 squares of smooth melting bliss. Lindor Salted Caramel is also available in a slim stick format, it is the perfect on-the-go treat promising to be a “blissful”, indulgent experience for taste buds.
The tempting Lindor range are products of the care and passion that Lindt’s Swiss master chocolatiers put into creating each and every recipe, with a format for every occasion.
*(Source: AC Nielsen Scantrack total market MAT latest 52 weeks to 1st Nov 2020)
Delivering on taste
Müller, Official Yogurt of Athletics Ireland, is Ireland’s favourite yogurt brand, and the 10th most chosen brand overall*. Müller shook up the super thick yogurt segment with its first ever Skyr product, Müller Corner Icelandic Style Skyr.
It is available in three variants: Icelandic Style Skyr with Raspberry and Hazelnut Granola, Nuts and Chocolate Coated Balls Granola and Banana and Almond Granola. It is the largest ever Müller Corner and it contains 13g of protein. Available as a single pot (180g), the RRP is €1.89.
The dairy company is continuing with its strategy to add further inspiration to its core range of branded yogurts as it targets category growth.
Michael Inpong, strategy and marketing director at Müller Yogurt & Desserts said: “We’re constantly creating innovative, fun and delicious new products, like this one, which meet changing shopper needs.
“Demand for Skyr products continues to grow and we know that taste is by far the most important factor when choosing yogurts**.
“We’ve already seen with the recent success of Müller Corner that formats like split-pots can deliver growth if the idea is strong enough,” he added. “We’re excited to introduce a new generation of Müller Corner to the established split pot market, and shaking it up by making it deliciously thick, bigger and with a transparent Corner so that shoppers can see the high quality, delicious whole nuts and granola inclusions.”
*(Source: Kantar Brand Footprint 2020)
**(Source: Kantar Usage data, January 2020)
Strathroy Protein Milk is a natural product made healthier for athletes who want a refreshing nutritious dairy product for refreshment, recovery and repair after exercise, matches or a work out.
With a unique athlete-friendly 500ml bottle, protein milk is design to be carried in the kit bag for pre or post sport hydration. Already the protein milk has been the performance fuel of choice used by all Ireland winning teams, county championship winners and individual athletes across rugby, football, camogie and hurling, athletics and triathlon.
Power bites? You’ve got it sussed!
Small Irish food producer, Sussed has just launched Vegan Power Bites made using only the finest ingredients sourced from 100% natural ingredients.
Ideal for fuelling, endurance or recovery, Sussed Vegan Power Bites are 100% natural, gluten, dairy, GM and palm oil free with no added sugar.
Available in two mouth-watering flavours, Blueberry and Almond & Peanut Butter, these Vegan Power Bites are deliciously made using Sussed Healthy Heart rapeseed oil to create the hearty snack that helps everyone lead a happy and healthy life.
What’s more, Sussed Vegan Power Bites are bursting with fruit and nuts acting as a good source of protein and fibre as well as one of an individual’s five-a-day.
The Sussed Vegan Power Bites are the latest addition to the ever-growing Sussed range which until now has largely focussed on healthy oils. The latest additions are Gold Seal Balsamic Vinegar of Modena and Extra Virgin Olive Oil, joining the ranks of the popular Sussed 2 cal spray, Sussed Rapeseed Oil 500ml and Sussed Omega 3 oil.
Sussed Vegan Power Bites are a new year must-try with an RRP of €2.4
For more information on Sussed and its product range, visit sussed.ie.
Nutrition never tasted this good!
If there is one thing the Irish enjoy as a nation, it’s a comforting cup of tea! Tea+ is a tasty new range of vitamin-infused teas, designed by experts to help maintain general health and wellbeing. Each blend has its own delicious fruit flavour and includes powerful nutrients like Vitamin C, Vitamin D, Ginseng and Selenium. It’s a perfect accompaniment to those cold winter evenings.
Tea+ contains a unique blend of vitamins, herbs, fruit and green tea with the aim to help people reach their daily wellness goals in a convenient, nutritious and tasty cup of tea.
Tea+ Vitamin D Vitamin Tea €4.99
With Vitamin D, lemongrass and a warming mango and pineapple flavor, this tasty tea is sure to brighten up your day, and is the ideal way to increase Vitamin D intake with 200% of an individual’s daily NRV in every cup.
Tea+ Defence Vitamin Tea €4.99
With essential ingredients like Vitamin C, Vitamin D, Echinacea and Ginseng, this warming tea is an uplifting treat when you are feeling flat. Designed to support the immune system when you need it most, Tea+ Defence Tea is packed with botanicals.
Tea+ Cleanse Vitamin Tea €4.99
This cleansing and warming drink is a blend of green tea, milk thistle, dandelion root, fruit, Vitamin C and Selenium which contributes to the protection of cells from oxidative stress, with a natural apple and blackcurrant flavor.
Tea+ Energy Vitamin Tea €4.99
Including Vitamins B6 and B12 which contribute to the reduction of tiredness and fatigue, this mood-boosting tea will help to keep you active and energised for longer. Vitamins B6, B12 and folic acid also contribute to the normal function of the immune system, with a natural raspberry and pomegranate flavor.
Tea+ vitamin teas are a convenient and comforting way to take your daily vitamins and are the perfect option for people who prefer taking their vitamins in a drink instead of tablet form. Suitable for vegetarians and vegans, each Tea+ drink is free from artificial sweeteners and preservatives. Each Tea+ box contains a 14 day routine (14 tea bags) and is priced at €4.99.
Tea+ was established in 2015 by husband and wife team, James and Jade Dawson who had set their sights high for the growth of the business. The pair applied for Dragon’s Den and after a brilliant pitch, James shook hands on a deal with Tej Lalvani, the CEO of Vitabiotics.
Tea+ is available from SuperValu, health food stores and pharmacies nationwide and online.
Number one hard seltzer
White Claw Hard Seltzer, America’s most successful new alcohol brand in a generation arrived on Irish shores in May of this year. Distributed by Barry & Fitzwilliam, White Claw Hard Seltzer is now the number one hard seltzer brand in the country by both value and volume. Pioneering an entirely new category in alcoholic beverages, White Claw Hard Seltzer has become something of a cultural phenomenon, with passionate consumers in their millions championing the brand online.
White Claw Hard Seltzer is made from the finest natural ingredients; a blend of sparkling water, gluten-free triple distilled spirit, and a hint of natural fruit flavour. The product is available in a range of three flavours – raspberry, natural lime and black cherry. At only 95 calories, 4.5% ABV and just 2g carbs, White Claw Hard Seltzer delivers a wave of pure refreshment like no other.
Known for its strong track record in alcohol beverage innovation, Ireland-based Mark Anthony Brands International developed the White Claw Hard Seltzer brand for launch in US in 2016, disrupting the alcohol beverage industry with what has been coined as “the hard seltzer revolution”.
A real flavour punch
In September 2020, PepsiCo launched its new supersized Wotsits Giants range in Ireland. Coming in Wotsits Giants Really Cheesy and Flamin’ Hot and at two times the size of the originals, Wotsits Giants deliver quite the flavour punch and are ideal for sharing at home with pals or family.
“We are so proud of how successful our Wotsits Giants launch has been in Ireland,” says Louise Priestman, PepsiCo Ireland. “In the first three months, the brand has delivered an RSV of nearly €300k and reached a distribution of 35%. Not only that, but we are double the rate of some of our biggest competitors.”
Great for sharing, Wotsits Giants are baked not fried, contain no preservatives and are suitable for vegetarians. “Delivering the same great burst of flavour but at two times the size, we can’t wait to see what 2021 brings for this new brand,” Priestman adds.
Wotsits Giants Really Cheesy and Flamin’ Hot 130g bags are available in all major Irish supermarkets.
Q&A with… Adam Smart, general manager, Ireland, PepsiCo
Q: How have you responded to the challenges posed by the Covid-19 crisis?
A: This has been a challenging year for us all and we’ve been very focused to ensure our plans were responsive to the changing needs of our employees, consumers and customers. One of our key priorities was to maintain continuity of supply to our customers to keep the shelves stocked through the peaks of demand. Crucial to this was adapting promotional plans during and post lockdown and redeploying our field sales teams into under pressure channels to help keep the shelves full.
We also made a conscious decision to continue to invest in top class shopper marketing campaigns like ‘Grab Summer by the Snacks’ and our UEFA ‘Football is Back’ campaigns to help keep the momentum in the category and drive growth for our customers.
Of course, our single biggest focus was on the wellbeing and safety of our own PepsiCo staff, ensuring that our incredible frontline field teams had the right protection and resources to do their job. It’s hugely important to me that PepsiCo Ireland continues to be a great and safe place to work.
Q: How is the company currently performing and what are the major factors that have led to these results?
A: We are fortunate that the categories we operate in have been less impacted than many others and our brands do bring smiles to consumers faces during these unprecedented times. The savoury snacks category overall is in strong double digit growth*, and our brands have performed very well, ahead of the total category. However, our mix like many others has been a challenge with volume shifting from single serve into larger sharing and multipack formats.
We have maintained our strong customer partnerships and have leveraged some fantastic global assets. Being able to bring the Champions League trophy to Ireland just before lockdown and then partnering across multiple trade partners when the competition returned in August were special highlights. As we head into Christmas, our Doritos partnership with Sony is giving our consumers the chance to win much sought after PS5 consoles.
The other area where we have seen great advances is our e-commerce partnerships which have extended beyond our traditional grocery e-commerce and where we have seen significant growth in volume.
Q: How have your NPD plans changed as a result this year?
A: We have been really proud of our NPD successes in 2020, driven by the fact that consumers, more than ever want ‘new news’ from the brands they trust. The launch of our Flaming Hot Doritos, our new Walkers Max Double Crunch ridge crisp range and our Wotsits Giants range, have been a huge success, all rooted in the at home family sharing occasion, driving an incremental €1.3m retail sales value (RSV)* and into the segment.
Q: How has PepsiCo Ireland reacted to changing consumer trends, in particular, the demand for healthier snacks?
A: The business is deeply committed to offering improved snack choices for our consumers and we’ve been taking significant voluntary action for well over a decade. We are recognised as an industry leader in voluntary reformulation and innovation.
In 2006 Walkers switched to healthier oils with around 70% less saturated fat. When it comes to salt, we’ve reduce sodium levels in standard potato crisps by 25% and savoury snacks by 55%. We’re driving more permissible family snacks with no artificial colours or flavours and multipacks available in 100 calorie portions or less across our Wotsits, Quavers and Monster Munch range. We continue to lead the way in ‘Better for you snacks’ through our Walkers Baked range, which has 50% less fat than average crisps and holds the number one position in the healthier crisps segment*.
Q: What do you see on the horizon for 2021 and what are your plans for growth next year?
A: I hope 2021 will be a year of rapid recovery both for businesses and the nation. 2021 will undoubtedly be a year of economic uncertainty for consumers and therefore partnering with our customers to satisfy the needs of the ‘value shopper’ will be a key pillar for us.
As we see people returning to the workplace, we want to partner with this sector whether it be convenience or food service and we think we can play a role in helping these sectors flourish once again with exciting Walkers NPD and shopper activations around lunchtime meal deal solutions.
We are optimistic about our categories and our business as we go into 2021 and we have some exciting plans for our core portfolio and new innovation ideas on the horizon that I believe will meet the diverse needs of the Irish consumers.
*(Source: Nielsen, Total Scantrack RSV Nov 2020)
**(50% less fat than regular crisps)