Schools’ back for autumn
Grocery retailers should start stocking up on essentials now, as many parents are already gearing up for their back-to-school shopping. Donna Ahern reports
Print28 July 2025
In 2024, it is estimated that there were 1,232,714 children living in Ireland, accounting for 22.9% of the total population. This is according to the 2024 edition of the State of the Nation’s Children (SONC) report which was published at the end of the year by the Department of Children, Equality, Disability, Integration and Youth (DCEDIY).
With this in mind demand is likely to rise for school-related grocery items, convenient lunch and snack options, and affordable, nutritious meals over the coming weeks.
On the run up to the academic year last year, take-home grocery sales increased by 5.4% in the four weeks to 1 September 2024, according to the data from Kantar, as Irish households prepared for the new school year.
As summer ends and the back-to-school season approaches in late August and early September, parents begin preparing for the return of school routines, including packed lunches.
This led to increased spending, with an additional €2.1 million on biscuits, €1.3 million on cheese and €460 million on bread. As busy schedules took hold, shoppers also turned to quick meal options, resulting in an extra €2.6 million spent on chilled convenience foods compared to August.
At the time of publishing the figures, Emer Healy, business development director, Kantar commented: “As summer comes to an end, many shoppers prepared for the back-to-school routine, with more packed lunches and after-school meals to prepare. Shoppers continue to take advantage of promotional offers from retailers with spending on promotions up 9.6% compared to this time last year.”
The research showed that during the period shoppers were drawn to retailers’ own label ranges. Sales of own label products performed strongly on the run up to back-to-school last year, up 4.5% year-on-year, holding a value share of 47%, with shoppers spending an additional €66.8 million compared to the same period in 2023 on these ranges. Premium ranges also continued to do well, with shoppers spending an additional €14.2 million on these lines, up 10.2% compared to the same time the previous year.
According to Kantar, with major retailers heavily promoting brands in their recent advertising campaigns at the time, branded goods outpaced total market growth, increasing by 8.4%, with shoppers spending an additional €121 million compared to the same period the previous year. It may be interesting for retailers and brands alike to note that over 60% of branded products were purchased on some form of promotion, a 9.8% rise from the same period in 2023.
It’s essential for grocery retailers to stock their shelves with all the back-to-school necessities, including stationery and classroom supplies. To help ease the financial burden many parents face during this costly time of year, offering in-store promotions and bulk multi-pack options is crucial.
Indie Bay launches new Pretzel Thins: The feel-good snack
Indie Bay Pretzel Thins Lightly Salted
Indie Bay Snacks
Indie Bay making their debut into the market with the launch of New Indie Bay Pretzel Thins.
They have all the punch of a pretzel and the crunch of a crisp with less fat and calories, making them the ultimate feel-good taste-good snack.
They are baked until light and crispy to make the most delicious satisfying snack that would rival the crispiest of crisps.
Great Taste Award Winner
Baked, Never Fried
70% Less Fat than Crisps
Source of Fibre
As snacking continues to rise in popularity, consumers are demanding healthier, more innovative options. Indie Bay Pretzel Thins meet this need perfectly, offering the ultimate snacking satisfaction in a unique, crispy format.
Available now in convenient 35g packs at an RRSP of €1.25, these are the perfect lunchbox snack. The launch is supported by a nationwide awareness and sampling campaign to ensure everyone gets a chance to try this must-have snack.
For more information or to stock up, contact: hello@indiebaysnack.com
Bob Snail Ireland
Back to School with Bob Snail: The 100% fruit snack kids love — and retailers can count on
As parents across Ireland prepare for the back-to-school season, one question keeps coming up: what snacks are actually good for kids? Bob Snail is here with a delicious answer — one that’s already won over families in more than 40 countries worldwide.
Made from 100% fruit and nothing else, Bob Snail fruit snacks are the ideal addition to school lunchboxes, a quick nibble between classes, or a sweet bite after school. With no added sugar, no preservatives, no colourings, and gluten-free, they offer a clean-label alternative that today’s families can feel good about. But just as importantly, they taste great, which is why kids reach for them again and again.
Now officially launching in Ireland, Bob Snail is a newcomer to this market — but not new to the world. The brand is already listed in the biggest international retail networks, including Tesco, Lidl, Spar, Auchan, Carrefour etc . Its global success reflects strong consumer demand for snacks that deliver on taste, transparency, and fun — a rare combination.
The range available in Ireland includes:
• 30g & 60g Fruit Rolls – playful to unroll, share and enjoy. Great for lunchboxes or as an after-school treat.
• 14g Fruit Stripes – bite-sized and easy to eat on the go, whether during breaks, in the car, or after sports.
• 20g Eat & Play – a fun concept combining two fruit rolls with a surprise collectible toy. Kids never know which one they’ll get, and that collectible factor adds a whole new level of excitement and shareability.
Bob Snail snacks are compact and portable — they fit easily into any lunchbox, schoolbag, or jacket pocket. They’re perfect for eating during short breaks, sharing with friends, or saving for after-class activities.
And for retailers, Bob Snail is just as convenient:
• Shelf life: 15 months from production
• Lightweight and easy to merchandise — ideal for till points, lunchbox-themed displays, or healthy snacking zones
• Formats that support a range of price points and planogram needs
The Back-to-school period is one of the most important times for snack sales, and Bob Snail offers something different: a fun, tasty, school-safe product that parents trust — and kids genuinely enjoy. With global proof of concept and growing demand for better-for-you snacking, Bob Snail brings real added value to Irish shelves.
Charleville cheese remains the top choice
With a heritage dating back to 1912, Charleville cheese remains the top choice for Irish consumers, being purchased by over one-third of Irish households.
The year 2025 marked a significant milestone for Charleville as it introduced 100% recyclable packaging across its grated and sliced cheese range. Additionally, Charleville ventured into the added-value cheese segment with a new range of high-protein cheeses, catering to the growing consumer demand for high-protein natural foods.
This launch has been bolstered by in-store communications, sampling, extensive press campaigns, and collaborations with high-profile influencers.
Robinsons Fruit Shoot – Keeping kids refreshed on-the-go!
Fruit Shoot range
Robinsons Fruit Shoot is the perfect kids On-the-Go drink specially designed for kids.
Our Robinsons Fruit Shoot range is all No Added Sugar and is free from artificial colours and flavours, offering parents a great way to keep their kids refreshed on-the-go. Handily packaged in an easy squeezy sports bottle, ideal for when kids are out and about. Robinsons Fruit Shoot is perfect for the back to school lunch box occasion, as well as after school activities when kids need a product that can keep up with their busy lives!
Robinsons Fruit Shoot is available in 275ml single serve packs and also 4x200ml and 8x200ml multipacks, with 4 great flavours to choose from – Orange, Apple & Blackcurrant, Summer Fruits and Apple – there is something for everyone!
Back to school report
Oaties Choco Crunch
Oaties Original Crunch
Pringles Flame Grilled Steak
Cheez-It Cheese Sour Cream and Onion
1. With back-to-school season drawing near, what are some of Kellogg’s most popular breakfast cereals for busy families? Are there any new or updated flavours that retailers should look out for to stock?
Shauna Lenagh, General Manager Ireland
1. With back-to-school season drawing near, what are some of Kellogg’s most popular breakfast cereals for busy families? Are there any new or updated flavours that retailers should look out for to stock?
As families gear up for the back-to-school season, we know mornings can be hectic. That’s why Kellogg’s cereals, a breakfast table favourite in Irish households since 1912, remain a go-to. Recent research conducted by Empathy Research (March 2025) found that 7 in 10 Irish adults consider Kellogg’s a household essential.
Classic favourites like Kellogg’s Corn Flakes, Rice Krispies, and Coco Pops continue to lead the way. But we’re also innovating to meet evolving tastes. Our latest launch, Kellogg’s Oaties, is a crunchy, oat-based cereal now available in Original Crunch and Choco Crunch. Made from wholegrain oats that stay satisfyingly crunchy in milk. Oaties are already proving a hit with the whole family.
Innovation is crucial for us at Kellogg’s. It helps us stay responsive to trends, enhance flavour profiles, improve nutritional content, attract more consumers, and ultimately add value to the category. Listening to consumer needs ensures we offer products and flavours that resonate with them, keeping us top of mind for shoppers and adding value for retailers.
2. Many parents are looking for healthier, yet kid-friendly, breakfast options. Can you share any tips on how Kellogg’s cereals can fit into a balanced back-to-school diet?
At Kellogg’s, we’re committed to making it easy to serve up deliciously satisfying breakfasts that the whole family will love. Here are a few simple tips that can support creating a balanced back-to-school breakfast:
• Choose Wholegrains: Look for cereals like Kellogg’s Oaties, which are high in fibre and help keep kids full and focused throughout the morning.
• Add Fruit: Topping cereals with sliced banana, berries, or apple adds natural sweetness and essential vitamins.
• Use the Traffic Light System: Our front-of-pack labelling helps parents make informed choices and choose options such as Kellogg’s Rice Krispies, Kellogg’s Corn Flakes, or Kellogg’s Oaties.
With a few right choices, breakfast can be both nutritious and delicious – even on the busiest of mornings!
3. Pringles are a go-to snack for many Irish shoppers. What makes Pringles a great choice for lunches or evening snacks, and do you have any new flavour launches in store?
Pringles are always a popular snacking favourite thanks to their iconic shape, resealable packaging, and bold flavour choices that make every bite exciting. They’re easy to pack, easy to share, and always deliver on taste – making them a hit with consumers.
We’re constantly innovating to bring fans new flavour experiences. Most recently, we expanded our core range with the launch of Pringles Flame Grilled Steak – a savoury, smoky addition that’s already winning over steak lovers. For those who like things a little spicier, our Pringles HOT range now includes Blazin’ Hot Fried Chicken, combining fiery heat with crispy, crave-worthy chicken flavour.
Whether it’s a classic favourite or one of our bold new flavours, Pringles brings variety and fun to lunch, afternoon or evening snacking.
4. Kellanova recently launched Cheez-It into the Irish market. How does Kellanova ensure that Cheez-It remain a delicious and satisfying snack for a variety of taste preferences for the Irish shopper?
Cheez-It is a unique baked snack with 100% real cheese and is a billion-dollar brand in the US. It’s proprietary baking method bakes them extra thin and crispy edges with their distinct curvy and crispy edges to deliver the right balance of crispy texture and authentic cheesy taste in every bite. We focus on quality ingredients and innovative flavour combinations to cater to a wide range of taste preferences. Last year we launched Cheez-It in Ireland with two flavours: Double Cheese Flavour and Cheese & Chilli Flavour. This year, we are adding a third and fourth flavour to the portfolio with the introduction of Cheese, Sour Cream & Onion as well as Cheese & Bacon. Our commitment to taste and quality makes Cheez-It a reliable choice for the Irish consumer.
5. How is Kellogg’s engaging with families to make mealtime or snack time more fun? Are there any promotions linked to your products this school season that retailers can benefit from?
At Kellogg’s, we’re passionate about helping parents create fun, meaningful moments with their families – especially during everyday routines like breakfast and snack time. One of our latest initiatives, K-Town, is a vibrant virtual platform designed to support parents with engaging activities and ideas to enjoy with their children. From interactive games to hands-on projects like “Crafting with Coco” – where families can repurpose cereal boxes into imaginative, eco-friendly creations. K-Town encourages creativity, sustainability, and connection at the breakfast table and beyond.
We’re also proud to continue our long-standing support of Kellogg’s GAA Cúl Camps, now in its 14th year of sponsorship and recognised as the leading summer camp across Ireland. These camps not only promote physical activity and teamwork but also build deeper connections between families and local communities.
As part of our Better Days Promise, we’re committed to supporting families beyond the breakfast table. In 2023, we helped over 6,000 children access daily breakfasts through our Breakfast Club Grants and partnered with FoodCloud to donate more than 1 million servings of food.
This back-to-school season, we’re excited to roll out promotions that spotlight these initiatives, offering retailers a great opportunity to connect with socially conscious consumers and drive in-store engagement with family-focused content and limited-time offers. In 2024, our UNO partnership was an excellent success with over 20,000 redemptions during the campaign in the Irish market alone. Great news for UNO fans, it will be back and better than ever for 2025. Kellogg’s and UNO are giving consumers the chance to win the trip of a lifetime to the recently opened, Mattel Adventure Park in Arizona.
6. For families on a budget, how does Kellanova offer affordable options without compromising on taste and quality for your cereals, Pringles, and Cheez-Its?
We understand the importance of value – especially during the school season. That’s why Kellanova offers a wide range of Cereals, Snacks, Pringles, and Cheez-It snacks to suit different budgets, without compromising on quality or taste.
From everyday value packs to limited-time promotions, our goal is to keep our products accessible and delicious for every family.
7. As more consumers prioritise sustainability, how is Kellanova addressing environmental concerns in its packaging and ingredient sourcing for products like cereals, Pringles, and Cheez-It?
Sustainability is at the heart of our Better Days Promise, which guides everything we do across our brands – from Kellogg’s cereals to Pringles and Cheez-It. We’re committed to reducing our environmental footprint while ensuring our products remain accessible, affordable, and delicious.
One of our key milestones in 2024 was the transition of Pringles tubes from an aluminium-based design to a new, paper-based format, making them fully recyclable. This is a significant step toward our goal of creating more sustainable packaging solutions and reducing packaging-related greenhouse gas emissions.
Other initiatives under our Better Days Promise include:
Efficient Logistics: By standardising pack heights, maximising truck loads, and optimising deliveries, we’re improving supply chain efficiency and cutting emissions.
Water Conservation: We’re committed to reducing water usage by 30% in high-stress regions across Kellanova-owned manufacturing facilities by 2030.
Kellogg’s Origins Programme: This global initiative supports farmers through training and resources to improve productivity, regenerate soil health, protect biodiversity, and lower greenhouse gas emissions – all while respecting human rights and the environment.
Sustainable Packaging: Along with transitioning our Pringles tubes to paper based. Kellanova’s plastic footprint by weight accounts for only 11% of our total packaging usage. Given we are packaging food, and not household items, we must ensure that we are safely using recycled content in line with varying food safety regulations across the globe. We are working with key partners to identify sources of recycled content for use in our packaging to enable us to grow our use of recycled plastic.
At Kellonova, we believe that nourishing families also means nurturing the planet – for today and for generations to come.
For more information on its global Better Days Promise, visit Breakfasts for Better Days | Kellogg’s.
Kellogg’s: powering back-to-school breakfasts
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 7 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 we’re not standing still. Innovation is central to our strategy, helping us meet evolving consumer tastes and grow the category. Our 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.
Fuelling busy school days with White’s all-new soft-baked Oaty Bars
Whites Oat Bar
With the end of the summer holidays in sight and the new school year fast approaching, parents are on the lookout for convenient and nutritious lunchbox fillers that will keep their little one’s fuller for longer and energised throughout the day.
White’s Oats, Ireland’s largest oat miller and breakfast cereal producer, has the answer with its latest snack-and-go innovation, the White’s Oaty Bar.
Well known for its extensive range of porridge oats, instant oats and granolas, White’s new Oaty Bar, extends its presence in the on-the-go breakfast category following the launch of ActivOat high in protein pots and marks the company’s first venture into the ambient snack category.
Crafted in Co. Armagh, the new soft-baked Oaty Bar is made from just five all-natural ingredients including White’s award-winning, high quality, Irish oats and Irish butter; offering a deliciously light, buttery oats-on-the-go snack which is packed full of fibre and free from any additives or preservatives making it an excellent source of slow-release energy and key nutrients to power those busy, back-to-school days.
Available in a 45g Bar and containing 196 calories, each bar provides over 3g of fibre and protein, making it a great lunchbox addition: ideal for mid-morning breaks, an after-school boost, or even as a quick, satisfying snack to help keep busy parents fuelled when out doing the school runs.
Colin Ferguson, head of sales, White’s Oats, is delighted with the response of sales and comments from consumers since the product landed on shelves, commenting:
“At White’s we’re committed to delivering high-quality, innovative products that support our customers’ busy lifestyles. Our new Oaty Bars, made with all-natural Irish butter and over 50% wholegrain oats, offer a great-tasting, naturally energising snack that that will leave that hungry feeling fading fast.”
Founded in 1841, and with over 183 years of experience crafting oat-based products, White’s Oats are committed to fulfilling the evolving needs of today’s consumer, from product to packaging innovations including block bottom packs, doy packs, sachets and pots which are core to their business development.
White’s Oaty Bars are available now nationwide.
Cuisine de France Demi Baguette
Cuisine de France Demi Baguette
The Cuisine de France Demi Baguette is an excellent choice for a back-to-school lunch box filler for several reasons. Firstly, its light and airy texture makes it perfect for a variety of fillings from ham and cheese to more adventurous options like humus and veggies. Secondly it provides a good balance of carbohydrates, protein and fiber which are essential for keeping kids energized and focused throughout the school day. Finally, its size is just right for lunch boxes making it easy to pack and eat without any fuss.
Cuisine de France Demi Baguette
Divilly full range
Divilly Brothers is a proud, third-generation family-owned Irish meat business, established in Galway in 1927. Originally a local butcher shop, the company has grown under the leadership of brothers Shane and Peter Divilly, who continue to honour their family’s legacy while evolving the brand to meet modern consumer needs.
Today, Divilly Brothers supplies a wide range of premium cooked and traditional breakfast meats to retailers nationwide, including Tesco, Dunnes Stores, and Aldi. Their commitment to quality, traceability, and authenticity has earned them a growing customer base across Ireland.
The brand is recognised for its innovative product development and sustainable practices, including the introduction of no-added-nitrite cooked meats and a significant reduction in plastic packaging, cutting usage by 93%. These advances reflect the company’s ongoing investment in health-conscious and environmentally friendly solutions.
Despite its growth, the company remains deeply rooted in its family values, treating staff like extended family and staying actively involved in local communities and Irish culture, including Irish language promotion and charitable initiatives.
Divilly Brothers continues to stand by its promise: “So honest, our name is on it.”
What is the Answer to your shoppers’ ‘Lunch Time Dilemma’?
John West Natural Protein Tuna Salad
…The answer is surely going to be the NEW John West Protein Salads. Quick, healthy, and delicious, they’re the perfect protein power-up for the busiest of lifestyles.
Each salad packs up an impressive 29g of Protein – and that is Natural Protein.
Ready in a flash, our new Protein Salads are appetite avengers, time savers, and a super option to fuel and repair the muscles of your shoppers. Aimed to meet the needs of the ‘young adults’ target group, they will undoubtedly be a winner amongst any cohort looking for a healthy snack, or lunch…on the go, or at the desk.
The new John West Protein Salad comes in 2 super healthy recipes, as we have paired up our high-quality tuna with quinoa, and red kidney beans.
The introduction to market is being supported by a heavy launch campaign on Social Media, and in stores.
And it is not a surprise that these products have become strong favourites with the young athletes who took part in John West Féile finals in June 2025!
John West. Eat Strong. Go Strong… Sell Strong !
Back-to-School Mealtimes Made Easy with Pizza da Piero
Pizza de Piero stonebaked pizza bases
As the back-to-school season approaches, families everywhere are gearing up for the return of routines, and that includes quick, wholesome meals that don’t compromise on taste. For retailers looking to meet the demand for convenient, family-friendly options, Pizza da Piero sourdough pizza bases are a must-have on shelves.
Freshly made every day in Rathcoole, Co. Dublin, these stone-baked sourdough pizza bases are crafted using just six simple ingredients with no artificial additives or preservatives. Each base is made with a 48-hour pre-fermented sourdough starter, giving it a uniquely light texture, digestibility, and authentic flavour.
Perfect for school-night dinners, lunchbox leftovers, or Friday-night fun, Pizza da Piero bases cook in just five minutes and can be topped with whatever’s in the fridge making them a go-to solution for busy households. They’re vegan-friendly, dairy-free, and high in protein, with large bases (12”) at only 365 calories and mini versions just 130 calories.
The brand’s freezer-friendly packaging and quick 5-minute defrost time add even more convenience, making it easy for parents to have a satisfying, stress-free meal option always on hand.
Retailers can benefit from stocking a trusted Irish brand that resonates with today’s health-conscious, time-poor consumers. Pizza da Piero’s strong summer campaign, which focused on family, quality ingredients, and supporting local, positions its pizza bases and sauce as a standout choice in chilled aisles.
As Piero says, “It’s not just about making pizza; it’s about bringing people together.” With that spirit at its core, Pizza da Piero is more than a product; it’s a mealtime solution with heart. Stock up now and help your customers enjoy the back-to-school season with flavour, ease, and joy.
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