Rise and dine
Retailers, stock up now on breakfast essentials to meet rising demand for quick, healthy, and convenient morning options as the category continues to grow, Donna Ahern reports
Print18 August 2025
Breakfast remains a crucial part of the day, with consumers consistently seeking quick, satisfying, and enjoyable options. It’s seen as both a daily necessity and, at times, a treat—balancing tradition with innovation as the category continues to evolve. Particularly during the academic year, breakfast becomes a key part of the morning routine, driving steady demand.
The idea of breakfast as the “most important meal of the day” dates back to the 1960s, when American nutritionist Adelle Davis famously advised people to “eat breakfast like a king, lunch like a prince, and dinner like a pauper.”
According to recent Euromonitor research on the Irish market, retail volume sales of breakfast cereals are expected to continue growing. Health concerns around ultra-processed foods are pushing consumers toward hot cereals, muesli, and granola—segments predicted to drive future growth. Despite recent price increases, breakfast cereals remain an everyday staple for Irish shoppers, showing the category’s resilience and relevance.
As out-of-home activity increases and inflationary pressures ease, demand for convenient, on-the-go formats is expected to rise. Additionally, global supply chain disruptions, such as wheat shortages, have highlighted the value of locally produced goods. This is set to further increase consumer interest in Irish-made breakfast products.
Retailers should take note: now is the time to stock up on a broad range of breakfast essentials to meet customer expectations, support daily routines, and take advantage of a growing, evolving category.
Gluten free porridge to go!
Just Live a Little Apple & Cinnamon and Maple Syrup flavours
Local producer, Just Live a Little, have expanded their breakfast offering with the launch of two gluten-free porridge pots. Designed for a tastier, healthier breakfast, they are the perfect solution whether you are at home, at work or on the go.
The new porridge pots gluten-free, with no refined sugar, suitable for vegans and promote good gut health.
The new range come in two delicious flavours: Apple & Cinnamon and Maple Syrup.
Packed in branded shelf ready packaging (8x60g) the pots are 100% recyclable, in line with the brand’s sustainability policy.
Just Live a Little Gluten-free porridge pots are available to order now at an RRSP of €1.50 for 60g.
For more information contact:
Bronagh Clarke, marketing director bronaghc@forestfeast.com
Barry Tyndall, head of sales, Ireland barry@forestfeast.com
Web: www.justlivealittle.com
Email: hello@justlivealittle.com
Fuel your morning with ACTI-SNACK’s new high-protein porridge pots
ACTI-SNACK Chocolate high-protein porridge pots (8 x 60g)
ACTI-SNACK Golden Syrup high-protein porridge pot
Protein-focused local brand ACTI-SNACK has expanded its breakfast range with the launch of two high-protein porridge pots, designed to fuel busy mornings and active lifestyles.
Perfect for on-the-go consumption, the convenient pots are ideal for pre-workout energy or post-workout recovery. Simply add hot water, wait three minutes, stir, and enjoy.
Each 60g serving delivers 14g of protein, is high in fibre, and is suitable for vegetarians—making it a smart, satisfying start to any day.
Available in two indulgent flavours—Chocolate and Golden Syrup—these porridge pots are packed in branded, shelf-ready cases (8 x 60g) and come in 100% recyclable packaging, reflecting ACTI-SNACK’s ongoing commitment to sustainability.
The new ACTI-SNACK Protein Porridge Pots are available to order now, with an RRSP of €1.50 per 60g pot.
For more information contact:
Bronagh Clarke, marketing director: bronaghc@forestfeast.com
Barry Tyndall, head of sales, Ireland: barry@forestfeast.com
Web: www.acti-snack.com
Email: hello@acti-snack.com
White’s Oats: Where tradition meets momentum in the breakfast aisle
White Quick & Oaty, Oaty Bar and ActivOat range
Breakfast is no longer taking place at a fixed point and has become a more fluid and personalised part of daily life. Whether it’s a slow, nourishing start at home or a quick bite mid-morning in the office, consumers are seeking options that fit their busy routines. White’s Oats, Ireland’s largest oat miller and leading breakfast cereal producer, is addressing changing consumer behaviour with a healthy, convenient, and versatile product range.
Recording a 15% increase in turnover, White’s has responded to market and consumer trends with distinctive oat-based products that provide excellent customer value. In 2024, White’s launched ActivOat, a high-protein porridge pot, to meet the demand for functional, grab-and-go breakfasts and the five-ingredient Oaty Bar, marking its entry into the ambient snack category.
The brand has secured Tesco Ireland listings with market leading products such as Toasted Oats and Speedicook, expanding reach to 330,000 additional households in the Republic of Ireland, and reinforcing its leadership and retailer partnerships in a competitive market.
From traditional porridge to on-the-go breakfasts and snacks, White’s blends 184 years of heritage with a forward-looking approach, continuing to channel market and consumer insight into product development, bolstered by its recent investment in a new production and packing facility at Moy in Co. Tyrone.
Danielle McBride, marketing manager, White’s Oats, said: “At White’s, we are committed to staying ahead of how breakfast is changing. That means continuing to innovate with purpose, using quality Irish oats to create great-tasting products that earn their place in consumer’s morning routines.”
Nestlé cereal brands team up with DC Studios and Warner Bros
Nestlé Shreddies featuring Superman on pack promotion
This summer, popular Nestlé cereal brands including Shreddies, Cheerios and Cookie Crisp are teaming up with DC Studios and Warner Bros to offer shoppers across the Ireland and the UK the chance to win an incredible family holiday to the Six Flags Over Texas theme park in the USA. There are also 1000 cash prizes up for grabs to celebrate the launch of the epic new Superman film, in cinemas 11 July.
To enter the draw, shoppers need to purchase a participating pack of Nestlé cereals, scan the QR code, enter their unique product code and upload their receipt. The main prize to Six Flags Over Texas includes a five-night stay in Texas, US, return flights, two-day park admission and spending cash.
In the first feature to debut from DC Studios, James Gunn, in his signature style, takes on the original Superhero in the newly imagined DC Universe with a singular blend of epic action, humour and heart, delivering a Superman who’s driven by compassion and an inherent belief in the goodness of humankind.
Jennifer Walsh, country manager, Nestlé Cereals, said: “It’s a pleasure to team up with DC Studios and Warners Bros. for our exciting Superman on pack promotion. Through the partnership, Shreddies, Cheerios, Cookie Crisp and other brands will have increased visibility in-store while offering shoppers a chance to be part of something fun and exciting this summer, and of course, celebrate the new film that everyone is sure to be talking about. Superman is a family favourite, offering humour, heart and action which is a great fit for our cereal brands.”
Mór Taste secures major supermarket listing
Wexford-based Mór Taste, widely regarded as the producer of “Ireland’s fruitiest Jams”, has secured a permanent listing with Tesco, it’s largest to date.
The retailer has selected four of its multi-award-winning flavours, Mór Taste’s 4 Berry, Blueberry, Cherry, and Raspberry Jams, to be stocked across 118 of its stores nationwide and online at tesco.ie.
Higher fruit content + less sugar = Mór Taste
Often, leading food and drink brands hide the use of sugar in their products, instead describing it in the list of ingredients as either “fruit juice concentrate”, “fructose”, or “unsweetened grape juice”, all of which can confuse consumers’ understanding of the true sugar content.
Mór Taste’s main point of difference is that rather than trying to increase the sweetness of its products, founder, Felix Oster, purposely set out to do the complete opposite from the get-go, having identified that more fruit meant more flavour.
By choosing to pack more real fruit into his Jams, reducing the sugar content to the absolute minimum, and cooking them gently to preserve the rich natural flavours, he has developed a 13-strong range of healthier Mór Taste preserves that are all bursting with fruity goodness.
As its packaging proudly states, Mór Taste’s preserves are crafted using 85% real fruit, which means that its products contain significantly more whole fruits and up to 70% less sugar than regular jams – and up to 50% less sugar than products sweetened with juices or concentrates. Its entire range is also completely free from nasties like preservatives, artificial sweeteners, and of course, fruit concentrates.
Given their high real fruit content and minimal sugar, which acts as a natural preservative in traditional jams, Mór Taste’s preserves are best enjoyed fresh and consumed within a week or two once opened. For this reason, they come in slightly smaller 210g-sized jars than the jams you would typically find on supermarket shelves and need to be kept chilled in the fridge after opening to maintain their quality and ensure maximum flavour.
Multi-award-winning range
By using more real ingredients to drive flavour, Mór Taste became one of Ireland’s most awarded brands last year, with six out of seven products winning stars at the highly respected Great Taste Awards (two x two-star and four x one-star products), plus three Irish Quality Food and Drink Award Gold Medals, and a Blas na h’Éireann Gold Award.
Of the four flavours selected by Tesco, Mór Taste’s 4 Berry Jam took home 2-stars and its Raspberry preserve picked up one-star at the Great Taste Awards 2024. Its Blueberry Jam was named a Blas na h’Éireann Finalist in 2023. And, in 2022 its signature Cherry preserve claimed one-star at the Great Taste Awards, along with a Blas na h’Éireann Gold Award a few months later.
Nationwide retail availability
All four flavours of Jam stocked by Tesco – Mór Taste’s Four Berry, Blueberry, Cherry, and Raspberry – retail at €3.70 each for a 210g jar and are available to purchase from 118 stores nationwide, as well as online at www.tesco.ie.
Since February of this year, its Four Berry, Cherry, and Raspberry Jams have also been available from 26 Dunnes Stores locations.
And, Mór Taste has recently secured a listing with Holland & Barrett, that will see the health and wellness retailer stock the brand’s Four Berry and Raspberry Jams from July 2025 onwards.
In addition to these, the brand currently produces Damson, Mango, Piña Colada, and Rhubarb & Vanilla-flavoured Jams, and a Cranberry Sauce – all award winners in their own right.
Healthier chocolate spreads
Mór Taste is a producer of more than just jams. Its healthy offering also includes a range of Chocolate Spreads – available in Hazelnut & Chocolate, Almond & Milk Chocolate, and Peanut & White Chocolate flavours – that are made using nuts and real chocolate only.
Each one contains up to 74% less sugar than the market leader and, like its Jams, Mór Taste’s Chocolate Spreads are also completely free from palm oil and any other nasties.
Commenting on the brand’s exciting new listing with Tesco, Felix Oster, founder, Mór Taste, said: “We’re absolutely thrilled to be given the opportunity to launch in all Tesco stores (excluding Tesco Express). This is a huge milestone for our small team and a big step forward in making our healthier, award-winning jams more accessible to customers across Ireland. At Mór Taste, we’re passionate about using more real fruit and reducing the sugar content, and we’re proud to be able to bring our jams to even more tables nationwide.”
Meridian nut butters unveil fresh new look
Meridian nut butter range
Meridian, Ireland’s number one natural nut butter1, is rolling out a bold new look this summer, with a refreshed pack design.
The rebrand is designed to make the range easier to shop with bolder colours, clearer labelling, and updated icons to highlight its ‘no palm oil’ and ‘100% nuts’ credentials. In a category that’s growing fast but also getting crowded, Meridian’s refresh helps it stand out on shelf, especially in busy breakfast aisles where spreads now compete directly with cereals, granolas, protein bars and ready-to-go pots. The brand’s ambition is clear: to remain front of mind as the natural choice for health-conscious, ingredient-savvy consumers.
Meridian shows no sign of slowing down with 28% growth and 40% market share, delivering 2.7 million in annual revenue for the brand2.
“This refresh is about making a strong brand, even stronger,” said Rachael Kelland, brand manager for Meridian. “We’ve got a product people trust, one that’s built on quality, taste and transparency, and this new look makes it even easier for them to find what they’re looking for. Whether it’s smooth peanut or a more textured crunch variety, shoppers can now spot their favourite at a glance.”
The relaunch comes at a time when consumers are increasingly looking for plant-based sources of protein, with nut butters offering an accessible and versatile solution.
For sales enquiries, contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie.
Sources:
1. Nielsen data, December 2024.
2. Nielsen data, December 2024.
Cotter Farm Gluten Free Oats secures Lidl limited-time listing
Mr. Cotter holding Cotter Farm Gluten Free Oats
What brothers Billy and Bernard Cotter have done is unique. Farming just outside the beautiful, picturesque village of Castletownroche in North Cork, in 2022 the Cotter brothers decided to diversify their offering to add value to their tillage and livestock farm – introducing Cotter Farm Gluten Free Oats.
Seeing the health benefits of oats and their versatility as a grain, the brothers began growing crops of gluten-free oats on the farm. After converting a cattle shed into a mill, the Cotter Farm is the only farm on the island of Ireland growing, milling, steaming, and packaging porridge all in one place, carrying out every process from field to bowl.
Unlocking a next-level creaminess by slow steaming the oats for a long period of time at a low heat, Cotter Farm Gluten Free Oats is part of Lidl Ireland’s 2025 Kickstart Supplier Development Programme and will be available for all to try when it is stocked on Lidl shelves in Ireland from 11 September for a limited time only.
The Smokin’ Butcher’ secures Lidl limited-time listing
From his mother’s kitchen to his Navan-based smokehouse, Hugh Maguire Junior, ‘The Smokin’ Butcher’, is a seasoned butcher with over 30 years’ experience.
With a unique talent for balancing old traditions with the new, innovative and exciting trends, Hugh has built up a solid reputation nationwide in the butchery business through his creativity with pork products – most notably, The Smokin’ Butcher’s multi-award-winning Smoked Black Pudding.
The Smokin’ Butcher prides itself on its black pudding recipe as it is one of the very few Irish black puddings that are 100% natural, using fresh pigs’ blood and natural pork casing. With no artificial additives or preservatives and containing signature ingredients, such as pinhead oatmeal, fresh onion, garlic, a selection of seasonings and Himalayan pink salt, the pudding has a unique, light smoked flavour from the slow smoking process using Beechwood chips, making it the perfect, smokey addition to any fry-up.
For a limited time only, black pudding enthusiasts can get their hands on The Smokin’ Butcher’s Smoked Black Pudding in all 186 Lidl stores nationwide from 11 September as part of the 2025 Kickstart programme.
Kellogg’s: Powering back-to-school breakfasts
Kellogg’s Oaties Original Crunch
Kellogg’s Oaties Choco Crunch
As families gear up for the back-to-school season, mornings can be hectic – which is why Kellogg’s cereals remain a trusted breakfast staple across Irish households. As the number one cereal manufacturer in Ireland1, Kellogg’s has been a part of family routines since 1912, offering quick, satisfying options loved by generations.
Recent research by Empathy Research (March 2025) found that seven in 10 Irish adults consider Kellogg’s a household essential. Iconic favourites like Kellogg’s Corn Flakes, Rice Krispies, and Coco Pops continue to lead the way, offering consistency, familiarity, and great taste.
But Kellogg’s noted that it’s not standing still. Innovation is central to its strategy, helping the brand meet evolving consumer tastes and grow the category. Its latest launch, Kellogg’s Oaties – a crunchy, oat-based cereal made from wholegrain oats – is already proving a hit with the whole family. Available in Original Crunch and Choco Crunch, Oaties are designed to stay satisfyingly crunchy in milk.
By listening to consumer needs and focusing on quality and flavour, Kellogg’s continues to stay top of mind for shoppers. For retailers, that means trusted products that drive sales and category growth – making Kellogg’s the perfect partner this back-to-school season.
Visit: https://www.kelloggs.ie/en_IE/home.html
1 Nielsen Scan Track L52wks to 15 June 2025
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