Sizzling sales
Retailers in Ireland should strongly consider stocking up on BBQ essentials ahead of the summer season, ShelfLife reports
Print30 May 2025
Although Irish summers can be unpredictable, there is a consistent surge in consumer demand for outdoor dining and BBQ-related products whenever there is a stretch of warm or sunny weather. Capitalizing on this seasonal trend can lead to increased sales, improved customer satisfaction, and a stronger competitive edge.
Firstly, the Irish summer—though relatively short—triggers a cultural shift toward outdoor living. Consumers eagerly seize any opportunity to host garden parties, enjoy family meals outdoors, or have impromptu BBQs during good weather spells. Retailers who anticipate this demand and offer a well-stocked selection of BBQ essentials—such as grills, charcoal, firelighters, utensils, meats, sauces, and picnicware—are best positioned to attract these eager shoppers.
Secondly, stocking up in advance ensures that retailers can avoid supply chain disruptions and meet peak demand efficiently. Weather forecasts often drive sudden spikes in demand, and having sufficient inventory on hand allows businesses to respond quickly without losing sales to better-prepared competitors. It also opens opportunities for eye-catching displays and seasonal promotions that can increase basket size.
Moreover, offering a comprehensive BBQ range allows retailers to cater to a broad customer base. From seasoned grill enthusiasts to first-time hosts, consumers appreciate a one-stop-shop where they can find everything they need—adding to customer convenience and brand loyalty.
Finally, with the continued rise of local tourism and staycations in Ireland, more people are spending time at home or in domestic holiday spots, further boosting demand for BBQ supplies. By preparing early, retailers not only capitalise on predictable seasonal behaviour but also elevate their role as go-to destinations for summer lifestyle needs.
In short, stocking up on BBQ essentials ahead of the Irish summer is a strategic move with strong financial and customer service benefits.
Enjoy A Greener BBQ Season with Calor Patio Gas
As warmer days and longer evenings return; many are preparing for summer and outdoor living. To meet the seasonal demand, Calor has launched its summer BBQ campaign, spotlighting the compact 6kg patio gas cylinder—perfect for barbecues and smaller patio heaters—alongside the popular 11kg cylinder.
This summer, Calor is proud to offer Ireland’s first and only renewable patio gas for consumers. While the cylinders look like the familiar grey patio gas, they contain a blend that includes 20% BioLPG—a certified renewable gas made from sustainably sourced renewable vegetable oils, waste, and residue materials. Calor BioLPG is chemically identical to conventional LPG, meaning it can be used in existing appliances without any modifications.
Dermot Hurley, head of Calor Cylinder Sales, explains, “The 6kg cylinder complements our 11kg option, giving customers greater flexibility—whether barbecuing at home or on the go. Our patio gas range now includes renewable BioLPG, offering a cleaner, more sustainable energy choice.”
As interest in low-carbon living grows, Calor’s renewable patio gas provides a simple way for consumers to reduce their environmental impact. For retailers, it’s an opportunity to offer more sustainable energy options that resonate with environmentally conscious customers.
Enjoy summer the greener way with Calor patio gas—same performance, lower carbon footprint.
Get your grill on with Chef this BBQ season
Chef has been an Irish favourite since 1921, proudly produced in Cabra, Dublin. Barbecue season is when Chef comes into its own. Chef is the ultimate barbecue must have with sauces to suit all tastes and occasions.
From zingy tomato ketchup for burgers, smooth brown sauce which makes char-grilled sausages taste great, tangy barbecue sauce with chicken and beef and salad cream which is the perfect salad accompaniment at 60% less fat than standard mayonnaise (leaving more room for dessert!). Not forgetting pickled onions, vinegar and the Irish salad must-have, Chef Beetroot.
Irish consumers love Chef because of the distinctive taste, one which they have grown up with and which is easily recognisable. Taste is the key differentiator that Chef has versus the competition;
- As we move into summer season, there are some key points to note in order to have a strong BBQ Season in-store;
- Placement of key BBQ products beside each other in-store is key – increasing the potential to up-sell and ensuring that the consumer sees your store as a destination shop for BBQ’s
- Larger pack sizes of sauces tend to sell well at this time of year as consumption levels are high.
- The Irish Summer can arrive quickly and without very much notice – you always need to be prepared with ambient stock like ketchup and sauces on hand
Don’t forget the gas cylinders and the charcoal!
Cuisine de France: Brioche style bun
Since its debut in 1989, Cuisine de France has become a cherished in-store bakery brand in Ireland, renowned for its exceptional breads and pastries, its commitment to innovation remains unwavering as it introduces exciting new products.
Following the launch of our Brioche Style Bun last year, Cuisine de France is pleased to make it available again for the upcoming BBQ season. The positive reception to the bun’s quality and performance in a BBQ setting has encouraged it to offer it to consumers once more for their summer cooking! It looks forward to it being a popular choice again this year.
Cuisine de France is confident it will continue to be a preferred choice for elevating your BBQ creations throughout the season.
Elevate your summer offerings with Kilmeaden cheddar
Kilmeaden cheddar is carefully matured for over 10 months, bringing a rich, full bodied flavour that’s perfect for summer gatherings. Whether it’s melted over a juicy burger, tucked under a toasted bap or served alongside grilled favourites, it adds that extra bit of magic to every bite. When BBQ season kicks off in Irish gardens, shoppers reach for ingredients that are quick, tasty and hassle free. Kilmeaden has a range of sliced and grated mature cheddars, formats perfect for outdoor cooking and entertaining. Kilmeaden stands out for its premium taste and trusted quality. With convenience now just as important as taste on busy summer days, stocking Kilmeaden’s sliced and grated range means you’re offering customers the best of both.
Pizza da Piero launches summer campaign to drive consumer engagement
Irish artisan pizza base brand Pizza da Piero has launched a Summer Campaign designed to boost brand visibility and consumer engagement in-store and online, with a prize giveaway worth over €500.
The campaign is fronted by popular lifestyle influencer Jen Carroll, known for her home and interiors content, who recently revealed her dream kitchen – now complete with a gas-fired DeliVita Diavolo Pizza Oven from Dominic Smith Expert Electrical, one of the prize partners.
The full prize includes:
- A DeliVita Diavolo Gas-Fired Pizza Oven
- A Pizza da Piero hamper featuring award-winning 12″ and 5″ sourdough pizza bases
- A pizza board, tray, cutter, and branded aprons for both kids and adults
Jen Carroll commented on the collaboration: “I’ve been using Pizza da Piero bases for years — they’re made with such good quality ingredients and taste amazing. They’re also a healthier option, which I love — high in protein, light, and made without any artificial additives. And now that I have a pizza oven, it takes homemade pizza nights to the next level this summer.”
Pizza da Piero is a family-run Irish business, founded by Italian-born Piero De Vallier and his Dublin wife Cliona, producing artisan sourdough pizza bases made fresh each day in Rathcoole, Co. Dublin. The brand continues to gain traction with health-conscious and convenience-driven shoppers, offering:
- No preservatives or artificial additives
- Vegan-friendly and dairy-free bases
- Ready in just five minutes
- Freezer-friendly with a three-week shelf life
With the growing demand for premium at-home dining solutions, Pizza da Piero’s products appeal to families, foodies, and time-pressed consumers alike. Their large bases contain just 365 calories, while the minis are only 130 calories each — both versatile formats ideal for lunch, dinner, snacks, BBQs, and sharing meals.
Stocked nationwide in Dunnes Stores, Tesco, SuperValu, Avoca, Fallon & Byrne, and Lotts & Co, and independent retailers, Pizza da Piero is well-placed to support promotional activity through this campaign and ongoing brand awareness.
Piero De Vallier commented: “This summer campaign is about celebrating good food and quality time. We’re proud to offer retailers a product that resonates with customers looking for convenience without compromise.”
This campaign is backed by an integrated marketing strategy, including targeted PR activity across food, lifestyle, and parenting media, alongside a strong social media influencer campaign via Jen Carroll’s Instagram.
Staying true to its local, family-run roots, Pizza da Piero has partnered with fellow Irish business, Dominic Smith Expert Electrical, to support the campaign. With seven retail stores and a reputation for smart home technology and outstanding service, Dominic Smith is a trusted name for quality appliances — making them the ideal partner for this summer pizza oven giveaway.
Retailers and trade partners can expect a strong uplift in brand visibility throughout the campaign period, driven by influencer engagement, social content, and in-store support.
For campaign updates follow @Pizza_da_Piero on Instagram, Facebook, and @pizzadapiero on Twitter #PizzadaPiero
Tenderstem sizzles this BBQ season
Tenderstem, the deliciously leggy veg that’s become a household favourite, is turning up the heat this BBQ season. With Irish-grown produce supplied through GFE (Global Fresh Exotics) in Co. Meath and a robust supply chain of local and international growers, Tenderstem is primed to drive incremental sales across retail and foodservice channels this summer.
2024 saw Tenderstem make a sizzling debut at the National Ploughing Championships, where its versatility and flavour captured the attention of thousands. Building on that momentum, the brand is investing in an intensive nationwide media campaign for 2025, along with exciting collaborations and consumer-facing events that will ensure Tenderstem® is the veg everyone’s talking about.
“The demand for high-quality, nutritious accompaniments for summer dishes is higher than ever,” says Richard Moore, managing director of GFE. “Tenderstem adds colour, crunch and class to BBQ plates and is on trend for health-conscious, flavour-focused consumers.”
With its sweet, succulent stems and no need for peeling or chopping, Tenderstem® is the ideal sidekick for grills and summer menus. Whether tossed on the barbecue, served alongside grilled meats, or featured in vibrant plant-based dishes, it’s the veg that sells itself.
Retailers and chefs alike are encouraged to capitalise on this seasonal surge and stock up to meet growing demand.
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