Simply the best
As 2025 draws to a close, ShelfLife takes a deeper look at the standout performers that shaped another dynamic year for grocery retail and the FMCG sector
Print15 December 2025
Despite persistent price pressures, shifting shopper behaviours, and heightened competition across every channel, a number of brands and categories rose above the noise—setting new standards for innovation, value, and consumer loyalty.
Across chilled, ambient, beverages, household, health & beauty, and emerging lifestyle categories, 2025 was marked by a blend of breakthrough product launches and the continued dominance of long-standing favourites. Irish shoppers proved once again that they reward brands that deliver on quality, consistency, and meaningful points of difference—whether that’s better nutrition, sustainable packaging, premium indulgence, or sharp price-to-value performance.
Standout products this year didn’t just meet consumer expectations; they reshaped them. From FMCG giants that reinvented their core ranges, to agile challengers carving out fast-growing niches, the leaders of 2025 showed a clear understanding of what drives purchasing decisions in an era of cautious but convenience-driven spending. Private label also continued its ascent, prompting branded players to double down on innovation and brand storytelling.
What follows is a comprehensive look at the brands and products that captured shoppers’ attention—and, crucially, delivered strong commercial results for retailers. These insights offer a practical roadmap for building a winning product mix in 2026, spotlighting the categories set for continued momentum, the consumer trends that will influence buying patterns, and the hero lines that deserve prime shelf space in the year ahead.
McCain launches new Vibes snack range
McCain Vibes Salt & Vinegar
McCain Vibes Firecracker Chilli
At McCain, it is proud to be one of Ireland’s top 100 grocery brands and the ‘No. 1’ brand in Frozen chips. As category leaders, it is important that it stays vigilant to consumer demands and evolving innovation. Introducing Vibes- the brand new hot, crispy potato snacks, made for sharing.
It combines everything loved about chips and crisps: they’re fluffy like a chip, crispy like a crisp and packed with a moreish flavour punch that’ll keep guests coming back for more. Now available in four flavours. Salt & Vinegar; Firecracker Chilli, Mango Chutney and the latest to hit the shelves, Cheese & Onion. Ready in just 10 minutes in the air fryer, Vibes are the ‘ultimate’ go-to snack for movie night, game days and spontaneous get togethers. No prep, hassle or stress, just shake on the seasoning, cook and serve hot.
Don’t just take McCain’s word for it, it is ECR’s category award finalist, Neighbourhood retailers new product launch of the year winners and finalists in the grocer’s new product and packaging awards.
It will continue to evolve with its consumers’ tastes and strengthen its portfolio offering as it transforms the nation’s snacking habits to unlock new occasions for frozen.
Trü Frü becomes Ireland’s latest frozen craze
Trü Frü Nature’s Strawberries
Viral frozen fruit snack Trü Frü has taken Irish grocery stores by storm since landing in September, following huge success across the US and UK. Trü Frü is made using 100% real fruit, picked ripe, before being double immersed in two layers of decadent, smooth chocolate and then hyper-chilled to lock in all the delicious flavour and nutrition.
Launching with three indulgent, fan-favourite flavours, it is sure to be love at first bite. Discover the berry special Strawberries in White & Milk Chocolate and Raspberries in White & Dark Chocolate, featuring fresh, juicy frozen fruit, double dipped in deliciously silky chocolate, whilst the refreshing Piña Colada delivers a true taste of the tropics, featuring pineapple, a generous coating of white chocolate and coconut.
The launch of Trü Frü is timely. As the ice cream category continues to evolve, bitesize and permissible formats are in rapid growth, while the trend for frozen snacking continues to open up from the ambient category. Already resonating strongly with Irish shoppers, Trü Frü is primed for continued success thanks to the combination of simple ingredients and great taste; Trü Frü offers the ultimate in permissible indulgence. The range contains no artificial colours, flavours or preservatives and is gluten free.
Fulfil Cappucino and Fulfil Almond protein bars
Fulfil Chocolate Cappucino
Fulfil Milk Chocolate & Almond
Fulfil has unveiled two exciting new additions to its expanding portfolio with the launch of the Fulfil Cappuccino and Fulfil Almond protein bars, which officially rolled out across Ireland in January 2025. The launch marked another significant step in the brand’s commitment to flavour innovation and functional snacking. The new Cappuccino bar blends rich, aromatic coffee notes with Fulfil’s signature creamy texture, offering a high-protein, vitamin-packed option for coffee lovers seeking a convenient snack. Meanwhile, the Almond bar delivers a crunchy, nut-forward profile balanced with smooth chocolate, appealing to those who want a nutritious snack. Both bars contain 20g of protein, and include Fulfil’s unique blend of nine vitamins, reinforcing the brand’s mission to support active, on-the-go lifestyles. Early consumer response has been overwhelmingly positive, with retailers reporting strong initial sell-through and growing demand across convenience, grocery, and forecourt channels. The launch forms part of Fulfil’s broader strategy to expand its bestselling flavour range and meet increasing consumer demand for better-for-you snacks that don’t compromise on taste. With these new additions, Fulfil strengthens its position as Ireland’s leading protein brand, offering even more choice for consumers looking to “Fulfil Their Dreams” through smarter, tastier snacking
Unlock incremental functional water sales with a new Rubicon taste experience
Rubicon Spring Vits range
Rubicon Spring, the ‘No. 1’ sparkling flavoured water, is disrupting the functional water category in 2025 with brand new Rubicon Spring Vits, available now.
Rubicon Spring Vits comes in three flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. Packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, each format is just 15 calories.
Lisa McKenna, head of brand for Rubicon, said: “78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity.
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to help retailers tap into this potential, with more than three times the brand awareness of the leading functional water brand. The new Spring Vits range contains 100% of the recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of tasty fruit flavours that Rubicon is known for.”
In consumer testing, 78% of shoppers said they would buy, so retailers can maximise their sales by using our vibrant, attention-grabbing PoS to ensure that shoppers can’t miss these on shelf. Stock in the chiller next to other flavoured waters as this is where shoppers will look for them.
Bob Snail launches 100% fruit snacks in 2025
Bob Snail’s ‘fruitful fun for everyone’
One of the most exciting healthier snacking brands to emerge in 2025, Bob Snail has quickly captured attention with its fruit-first recipes and vibrant identity. Made from 100% fruit with no added sugar, preservatives or colourants, the range delivers a naturally sweet flavour profile with significantly higher fruit content than many alternatives. This clean and reassuring ingredient story has made it a favourite for families seeking simple, honest snacks that still feel fun.
The brand’s colourful packaging and extensive assortment; including the bestselling Fruit Rolls and Stripes, multipacks and playful Eat and Play formats offer retailers exceptional versatility across shopper missions. These formats have performed particularly well as lunchbox additions and after-school treats, where parents look for convenience, natural ingredients and a sense of novelty.
As the focus on healthier choices continues to shape the snacking category, Bob Snail stands out as a must-stock line for 2026. With its broad range, strong international presence across over 39 countries and clear alignment to family trends, the brand brings both variety and a strong point of difference to shelves. For retailers building a forward-looking mix, Bob Snail offers natural credentials, colour, and proven appeal.
For further information or to explore the full assortment, retailers can contact Ampersand on 01 4130100.
Donegal Catch launches popular Fish Goujons
Donegal Catch Fish Goujons Breaded Crunchy & Golden
Donegal Catch Fish Goujons Battered Chip Shop
Donegal Catch is Ireland’s ‘number one’ frozen fish brand, and keeping the shopper at the heart of everything they do is key to its continued success. It understands that people want tasty, nutritious meals that are easy to prepare and guaranteed to satisfy the whole family.
This year, Donegal Catch proudly introduced its delicious new Fish Goujons range — and it has already been a hit with shoppers. The range features two mouth-watering varieties: Crunchy Breaded and Chip Shop Battered. Thanks to the strong performance since launch, exciting new additions are already planned for 2026.
Both goujon options are made with 100% hand-cut fish fillets and are high in protein, making them a perfect alternative to chicken or meat. Choose your favourite style — the Crunchy Breaded goujons coated in a golden, crispy crumb, or the Chip Shop Battered goujons wrapped in a light, crispy batter.
Then simply decide how you want to enjoy them: pop them into a wrap or taco, toss them into a salad, or recreate a tasty fake-away with a homemade spice bag. Quick to prepare, ideal for the air fryer, and perfect for sharing, they’re a delicious way to add more fish to your week — and the whole family will be hooked.
Proudly made in Ireland using responsibly sourced fish and packaged in fully recyclable materials.
Fercullen 15 redefines modern winter drinking
Fercullen Irish Whiskey
For years, whiskey has been boxed in as a fireside sipper, but Fercullen Irish Whiskey is helping rewrite that narrative—one glass at a time.
Crafted by the skilled team at Powerscourt Distillery, Fercullen 15 is a masterclass in smooth, layered elegance. Its rich vanilla, soft spice, and honeyed grain character shine equally well served neat, on the rocks, or as the base of a winter cocktail. In fact, its creamy finish and refined balance make it a standout in highballs, whiskey sours, or even a bold take on a whiskey spritz.
The rising interest in lighter whiskey expressions and creative serves is no coincidence. Consumers are looking for heritage and quality, but also for flexibility. Fercullen Irish Whiskey offers just that: A heritage rooted in the Wicklow mountains, a commitment to quality, and a forward-thinking approach to how whiskey can be enjoyed.
Fercullen invites you to ‘look beyond the traditional and explore whiskey in a whole new light’.
Fercullen 15 and the entire Fercullen range of whiskeys are available through Barry and Fitzwilliam or directly from Powerscourt Distillery.
Villa Maria – Ireland’s ‘number one’ New Zealand wine brand
Villa Maria New Zealand
Known for their Private Bin Sauvignon Blanc, and more recently the delicious Villa Maria Blush Sauvignon – 90% Sauvignon Blanc, 10% Merlot – adding a splash of colour and bringing out red fruit aromas of raspberries on the nose and palate. Blush also just got a beautiful label refresh, so ahead of the Irish summer it’s the perfect time to enjoy this deliciously refreshing NZ Wine.
It feels like everyone is drinking pink these days, said Sarah Szegota, head of marketing and communications, Villa Maria.
“Instagram feeds and social occasions are dominated by the fun-factor pale rosés and pink spirits offer, and data highlights this rapid growth in rosé. Yet despite all the noise, growth and ‘Grams’, the Rosé category remains dwarfed by Sauvignon Blanc. Villa Maria Sauvignon Blush gives you the best of both,” she added.
“We’ve taken the cool, fresh, leap-from the glass energy of our world-renowned Sauvignon Blanc and added a splash of merlot to make a wine with a delicate pink hue, bursting with fresh flavours of passionfruit and cranberry.”
Villa Maria was founded in 1961 from humble beginnings; Villa Maria is a story of pioneering spirit and a desire to champion the best of New Zealand wine.
From the cool climate region of Marlborough, famous for crisp, refreshing Sauvignon Blanc, to the sun-soaked Hawkes Bay producing world-class reds, our wine is a unique expression of our extraordinary land, our passion for excellence and our bold spirit.
The portfolio of highly awarded wines is the most stylistically and regionally diverse in New Zealand, setting us apart and consistently delivering a rewarding wine experience.
As the leading winemakers in Marlborough with an unwavering focus on quality and sustainability, Villa Maria wines are distinctive, vibrant, and most importantly, delicious.
Today, Villa Maria is globally recognised and adored for bold, expressive and exceptional New Zealand wines.
Proudly distributed by Barry & Fitzwilliam.
2025 marks ‘standout year’ for West Coast Cooler
West Coast Cooler Sunburst
2025 has marked a standout year for iconic Irish brand West Coast Cooler, with the phenomenal success of its newest launch, Sunburst. Since hitting shelves, this vibrant peach-and-mango flavour has quickly become one of the brand’s most celebrated innovations, winning over consumers with its crisp taste, stylish packaging and refreshingly light 88-calorie profile.
Sunburst has not only expanded the brand’s portfolio but reinvigorated the category, driving impressive growth across retail, wholesale and on-trade. Its tropical flavour profile has resonated strongly with shoppers seeking something new, helping the product secure rapid uptake. The 250ml can format, already popular within the West Coast Cooler range, has further fuelled its success thanks to category convenience and on-the-go appeal.
Sunburst has cemented itself as a standout performer of the year and a major win for West Coast Cooler’s brand story. The success continues to capture consumer attention and drive momentum across the market, with the 750ml bottle of West Coast Cooler Sunburst hitting shelves in October 2025 following popular demand.
A true hit of 2025, West Coast Cooler Sunburst shines bright as one of the year’s top products and a clear signal of more exciting success to come from West Coast Cooler and Irish Distillers, a Pernod Ricard company.
Lindt & Sprüngli launches new crispy Choco Wafer brand
Lindt Choco Wafer
Lindt, the ‘number one’ boxed chocolate manufacturer*, has unveiled its latest innovation: Lindt Choco Wafer, now available nationwide across grocery and convenience retailers.
Crafted by the Lindt Master Chocolatiers, the new range combines the brand’s signature fine chocolate with crispy cocoa wafer texture and indulgent creamy layers. Designed for both everyday enjoyment and seasonal gifting, Lindt Choco Wafer is already the second growth contributor to the Boxed chocolate category after Lindt Lindor*.
Awarded a ‘superstar’ rating from Nielsen, the brand is in the top 5% of innovation concepts:
72% of those tested said they would buy the product before trying the product
89% said they would buy the product after tasting it
70% said it was even better than they expected
The range includes:
Lindt Choco Wafer Milk Hazelnut 135g Box and Assorted 138g Box (RRP: €9.00)
Ideal for sharing memorable moments or gifting, each box contains individually wrapped wafers. Layers of crispy cocoa wafers made with high quality cocoa powder are combined with smooth Lindt chocolate, a generous layer of gianduja cream, coated in milk chocolate and crunchy roasted hazelnuts. The Assorted Box includes Milk Chocolate & Hazelnut, Milk Chocolate, and Dark Chocolate wafers.
Lindt Choco Wafer Milk Hazelnut 30g Bar and Milk 26g Bar (RRP: €2.00)
Perfect for on-the-go indulgence, these snack-sized formats offer a convenient treat when at home, at work, or paired with a hot beverage. With clear messaging and portion control, Lindt Choco Wafter bars will play an important role in crafting permissible indulgence in snacking.
Make sure to stock up now on the Lindt Crispy Creamy Dreamy range.
*Source: Nielsen Total Scantrack L4W 05.10.2025
Más+ by Messi: Disrupting sports and hydration
Más+ by Messi range
2025 saw Más+ by Messi shake up the sports and hydration space in Irish retail. Co-founded by global football icon Leo Messi, Más+ introduced a better-for-you sports drink designed for everyday hydration – not just sporting moments. With an advanced electrolyte complex, vitamins, and minerals, Más+ delivers clean, functional hydration without artificial colours, flavours, or caffeine, and with just one gram of sugar and 10 calories.
From launch, Más+ helped define the emerging “hydration+” category, blending hydration with performance and added benefits. Its four bold flavours, inspired by Messi’s career milestones, brought a unique story to shelves and quickly captured consumer attention nationwide.
As retailers plan for 2026, Más+ stands out as a must-stock product. With strong brand appeal, a health-focused formulation, and growing demand for functional beverages, it offers a winning edge in one of the fastest-growing segments. Más+ by Messi™ invites shoppers to “Hydrate Like a Champion” – and gives retailers the chance to lead the hydration revolution.
Tayto Cornados continues its rapid rise
Just over a year since its debut, Tayto Cornados has swept through the snacks category like a whirlwind, generating €1.3 million retail sales value (RSV) year-to-date and more than €1.9 million since launch* while establishing itself as one of the standout entrants in the sector.
Building on this momentum, the Tayto Cornados range expanded this year with the introduction of a new spicy variant, alongside the two existing popular Nacho Cheese & Prawn Cocktail flavours. The brand is also now available in impulse, on the go pack formats broadening appeal across multiple shopper missions.
A multi-channel marketing strategy has underpinned the brand’s strong performance. Tayto activated TV, PR, social media and retail media, driving high levels of consumer engagement. Independent testing confirms the TV campaign is hitting the right notes with its target audience**.
In a year when Tayto was named Ireland’s most emotionally connected brand* the success of consumer-led NPD such as Tayto Cornados highlights the brand’s pivotal role in category growth. For retailers looking to boost snack sales, Tayto Cornados is a ‘must-stock’ line. With both sharing bags and impulse formats available, the range caters to a variety of consumption occasions and shopper needs.
Source:
* Based in part on data reported by NIQ through Nielsen IQ Database for Crisps, Snacks, Nuts & Popcorn market period ending 2 Nov 2025, for Ireland Multiples and Retail Channels. Copyright © 2025
** The Ad lab feature Business Plus 2 Oct 2025
*** Red C Brand Reaction Index Survey July 2025
Thirst emerges as Ireland’s leading hydration brand
Thirst Zero Sugar Hydration
Thirst Electrolytes is rapidly becoming one of Ireland’s standout functional hydration brands, offering a clean, refreshing solution for anyone with a busy, active lifestyle. Built around a balanced blend of essential electrolytes and real fruit flavour, each single-serve stick contains sodium, potassium, magnesium, and calcium to help replenish what the body loses through sweat. With only 12 calories and a simple pour-shake-hydrate format, Thirst is designed for travellers, gym-goers, athletes, and everyday consumers seeking reliable, great-tasting hydration on the go.
Now stocked in over 500 retail locations nationwide, Thirst has quickly earned trust across gyms, cafés, convenience stores, pharmacies, hotels, spas, and on-the-go retail spaces. Supported by major distributors and strong retail partnerships, the brand continues to scale as demand grows for functional, convenient hydration solutions. Retailers value its bold shelf presence, long shelf life, and exceptional repeat purchase rates.
Thirst’s lineup features six flavours — Orange, Mixed Berry, Lemon-Lime, Pink Lemonade, Blue Raspberry, and Watermelon — as well as mixed boxes tailored for retail flexibility. Each flavour is crafted to deliver performance-driven hydration that tastes as good as it performs. Expanding beyond electrolytes, the brand recently launched Ireland’s first single-serve creatine sachet, bringing convenient, clinically backed performance supplementation to the mass market.
Co-founders Thomas Carty, a professional heavyweight boxer, and Laurence Murray, a lifelong fitness and flavour enthusiast, combine elite sports insight with modern lifestyle branding to create products that genuinely meet consumer needs. With a fast-growing community, strong retail momentum, and category-first innovations, Thirst is positioning itself as Ireland’s next defining brand in functional hydration and performance nutrition.
Best of both worlds…
Sour Patch Kids Blue Raspberry
Cadbury Dairy Milk Lotus Biscoff
Love chocolate? Besotted with biscuits? Fear not, as the ultimate duo is here…
Cadbury Dairy Milk partnered with Lotus Biscoff this year to create the snacking sensation of the year with the introduction of the new Cadbury Dairy Milk Biscoff Bar.
Love at first bite, this irresistible creation sees Cadbury Dairy Milk’s signature creamy chocolate envelop the deliciously satisfying crunch of Biscoff’s caramelised biscuits intended to keep your tastebuds tantalised until the very last square!
Available from independent retailers and major supermarkets in a 105g format. This Paves the way for the introduction of 350g large bar format and Advent Calendar for the seasonal period. The Cadbury x Biscoff excitement continues with a new Cadbury Biscoff filled egg (32g) and Cadbury Biscoff Ultimate Egg (368g) which will be hitting shelves in January for the Easter Season.
Related Articles
Strong Roots appoints Emma Curtis as managing director →
Followers 0
Fans 0
Followers