Snack sensations!

According to Williams & Marshall Strategy, the crisps market in Ireland is forecast to reach approximately €113 million (121.55 million USD) in retail prices, thus increasing at a CAGR of 1.29% per annum for the period 2020-2024. Read on to find out more about the brands that will help you maximise the huge opportunity for sales presented by the crisps and snacks category


Brand Central

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21 June 2023

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In today’s busy world, many consumers eschew the traditional three meals a day in favour of grazing when they’re hungry. Indeed, a Mintel report on Consumer Snacking Habits in Ireland, found 58% of Irish consumers are snacking twice or three times a day, with only 16% saying that they do not snack on a daily basis (Source: Mintel, 2019).

Natural and healthy products continue to be of high importance in snacks with consumers increasingly switching to sugar-free, lower-carb, vegan, plant-based and diet-specific foods as they become more focused on health. This is according to a Euromonitor report on Snacks in Ireland from July 2022, which said snack sales have remained popular among Irish consumers boosted by products with a healthier offering, with vegan and natural alternatives gaining interest.

The report added that savoury snacks producers will expand their portfolio to include sharing packs and multi-packs for retailers and manufacturers to maintain volume sales growth and capitalise on ahead of the BBQ and picnic season. With so many products to choose from, ensuring you have the right range across impulse, sharing and better-for-you (BFY) formats will help optimise sales.

Number one performer

The Tayto ‘Add Some Crunch to your Lunch’ campaign will feature across some of Ireland’s most-loved radio stations

Tayto, Ireland’s number one crisps and snacks brand*, kicked off January with the continued support of the Tayto Lentil Chips brand. Using a multi-platform approach, Tayto Lentil Chips was advertised across TV, video-on-demand (VOD), social, and digital audio, while the brand also partnered with influencers across social media. Tayto Lentil Chips has delivered over €1 million retail sales value (RSV)* since launch and is now a key brand within the ever-growing ‘Better for You’ category.

Lunchtime, a key snacking need state, is being targeted as Tayto rolled out an ‘Add Some Crunch to your Lunch’ campaign with radio advertising running for three months across some of Ireland’s most-loved stations encouraging consumers to pick up a packet of Tayto at lunchtime. Tayto has also been supporting Tayto Cheesatees and Tayto Occasions, key brands within its portfolio that appeal to consumers looking for snacks for fun sharing occasions.

Using insights citing taste as the key purchase driver for the Tayto brand**, Mr. Tayto is back on TV screens with a new above-the-line (ATL) TV creative campaign titled ‘Tayto: The True Taste of Home’, which will be on air throughout June and July. The emotional hello and goodbye with a loved one at the airport is a feeling that Irish people know well, but Mr. Tayto knows how to truly welcome anyone home, and a packet of Tayto can be more powerful than it seems! The new TV ad will be sure to strike a chord with viewers, using both emotion and humour to connect. The campaign will focus heavily on TV, VOD, digital, and social. The campaign will also be supported with out-of-home (OOH), including a takeover at Dublin airport arrivals throughout June.

The summer doesn’t end there, with Tayto’s latest limited edition hitting shops in June, and this new flavour is sure to have consumers wanting more. The limited-edition launch will be supported through PR and influencer partnerships. With Tayto limited editions known for going viral across social media, this campaign will drive increased demand in stores.

No doubt Tayto will have even more great campaigns throughout 2023, so retailers are urged to stock up on Tayto and watch sales soar!

*(Source: Nielsen Scantrack sales MAT May 2023)
**(Source: Red C Research July 2022)

Crinkled masterpieces

With over 21% market share and growing ahead of the market at 8.8%, Hunky Dorys is Ireland’s leading crinkle cut crisp brand

Hunky Dorys is Ireland’s number one crinkle cut crisp brand, holding over 21% market share and growing ahead of the market at 8.8%**.

Hunky Dorys kicked off the year with a rugby campaign to capitalise on the 6 Nations snacking occasion. The campaign ‘Bring Your Squad to France’ was promoted through in-store activations, social media and digital advertising to boost awareness around the competition and drive participation with consumers.

Hunky Dorys has recently launched a new permanent flavour to the line-up with the addition of Hunky Dorys Prawn Cocktail. This new flavour has seen a resurgence in the crisps and snacks market and that coupled with Hunky Dorys’ market growth*, means this is sure to be a winning combination. The new flavour is available in both sharing and impulse pack formats and the bright pink packaging is sure to capture shoppers’ attention in-store! The launch was supported with influencer marketing, sampling, OOH advertising and will also be supported with in-store activations.

Hunky Dorys continues to be supported with ATL advertising and viewers have seen the return of ‘Christie the Crinkler’ to their TV screens. In addition to the traditional TV creative, Christie decided to take to social media to “recruit” new crinklers to the Hunky Dorys factory with the launch of a fun Instagram filter. The Hunky Dorys ATL campaign has an estimated reach of over 3 million people.

2023 will be another exciting year for Hunky Dorys so make sure you are stocked up on these crinkled masterpieces which continue to set the pace in the crisps category.


*(Source: Nielsen Value Sales Crisps Market MAT Apr 2023)

Taste above all else

O’Donnells has been awarded 20 prestigious awards during the past 12 months

O’Donnells Hand Cooked Crisps are the leading hand cooked crisp brand in Ireland and currently hold 11.7% value market share*. Over the last 12 years, Ireland has fallen in love with the premium quality and great tasting flavours of O’Donnells.

The experts have spoken, and O’Donnells is now the most awarded crisp in Ireland! During the last 12 months, O’Donnells has been awarded 20 prestigious awards, highlighting the exemplary quality from Ireland’s number one hand cooked crisp brand**.

This month, O’Donnells is excited to announce the launch of two new flavors in its Crinkle Cut range! Namely, 125g Crinkle Cut Ballymaloe and 125g Crinkle Cut Sour Cream and Onion flavours. The deep grooves of the furrows ploughed on the Seskin family farm are the inspiration for the O’Donnells Crinkle Cut Furrows product. The extra deep ridges capture more of the outstanding taste and flavour that O’Donnells consumers know and love. In April, the O’Donnells Crinkle Cut Furrows range introduced a new design, highlighting the brand’s provenance messaging and providing enhanced stand-out in store.

At O’Donnells, the team love the earth and through the brand’s packaging reduction programme, are committed to reducing its impact on the planet. O’Donnells has made significant reductions to the amount or film used in the range. It has removed 22% of film from impulse and sharing pack formats and 38% from the multipack range.
From this month onwards, O’Donnells will be live with the ‘Taste Above All Else’ campaign, spanning across TV, VOD, OOH, digital, social and in-store. The campaign will be activated across the summer months, driving significant brand awareness and mental availability with consumers.

*(Source: Nielsen MAT Value Sales April 23, 2023, Crisps)
**(Source: 2022 awards: five Great Taste Awards, eight Free From Food Awards, six Irish Quality Food Awards and one Blas na hEireann Award)

Turn up the heat!

Pringles has added Mexican Chilli & Lime flavour to its fiery Sizzl’N range. The new spicy flavour joins medium Kickin’ Sour Cream, Sweet Chilli, hot Spicy Chorizo and extra hot Cheese & Chilli.

Pringles’ new flavour taps into the demand for spice and heat

The combination of juicy limes mixed with a kick of chilli heat is set to bring Pringles fans on a sensorial journey to Mexico. Aiming to push snacking fans’ taste buds to the limit, the new flavour delivers a yin and yang taste sensation with its citrus zing and fiery chilli.

The new flavour taps into the demand for spice and heat, with chilli and lime being one of the top growing flavours in the category.


The Pringles Sizzl’N range contains varying levels of heat, each building to satisfy all preferences. The range contains no artificial colours or flavours to deliver the ultimate taste sensation.

“Our fans have come to expect bold and exciting flavours from Pringles and the launch of Mexican Chilli & Lime is sure to deliver on this,” says Ann Rose Eng, brand activation manager, Pringles Ireland. “Our Sizzl’N range has been a huge success and we can’t wait to see what people think of this delicious addition.”

For those who want to step up the spice, Pringles Sizzl’N Mexican Chilli & Lime is available in supermarkets across Ireland for RRP €3.49*.

*(Pricing is at the sole discretion of the retailer)

Rich in flavour and intensity

Manhattan Crisps have no complicated recipes or added ingredients – they’re just rich in flavour and intensity

Manhattan Crisps are steadily becoming a household favourite with the most popular flavour, Cheese and Onion, being referred to as “the black bag of crisps”. A prominent feature in many shops and pubs throughout Ireland, Manhattan Crisps come in a variety of flavours suitable for a variety of people.

With the growth of the product and increase demands, Manhattan Crisps are being stocked in more and more shops around Ireland.

With Manhattan Crisps, your customers can choose from Cheese and Onion (a firm favourite), Salt and Vinegar and Smoky Bacon. Manhattan Crisps are made from the finest and freshest whole potatoes all wrapped up for the perfect crunch. Each crisp flavour is simple and true with no complicated recipes or added ingredients – just rich in flavour and intensity.

All three flavours are suitable for vegetarians while Manhattan’s Smoky Bacon Crisps are also suitable for vegans. All flavours can also be found in a 35g bag while Manhattan’s Cheese and Onion and Salt and Vinegar can also be found in 150g share bags.

Manhattan Crisps have grown in popularity considerably over the past couple of years, with many people actively searching for locations where they can purchase the ultimate flavoursome crisps – a compliment in itself!

A burst of Valencia

The Forest Feast brand has grown 35% in the latest 52 weeks

Snacking brand Forest Feast continues to build its presence in the mindful indulgence category with the launch of Valencia Orange Milk Chocolate Dipped Almonds.

It will join the rest of the brand’s Chocolate Dipped Nut line-up and be joined by another two flavours – Salted Dark Chocolate Dipped Cashews and Belgian Dark Chocolate Brazil Nuts.

“UK and Ireland consumers are big fans of orange, especially when paired with chocolate, and the love they have for this flavour shows no sign of slowing down. We wanted to bring this on-trend taste to the snacking category,” says Bronagh Clarke, marketing director at Forest Feast.

“We produce everything in house, oven roasting our whole almonds, before drenching them in rich Belgian milk chocolate and adding a burst of Valencia orange for a gorgeous creamy, zesty treat.”

The Forest Feast brand has grown 35% in the latest 52 weeks, putting its success down to its delicious products, creating added value in the category with a loyal consumer following.

The new products launched on 12 June into Sainsburys and WH Smith, followed by other retailers and fine food wholesalers with an RRSP of €3.75 for 120g. The Dark Chocolate Brazil Nuts are exclusively for Amazon.

They will be supported by in-store media, consumer press, sampling and social media.

For more information, contact national account manager Paul Ryan at

The next generation of popped crisps

Versatile Good & Honest crisps are great healthier choice for snacking, sharing and dipping

Snack brand Good & Honest is rolling out a range of popped crisps, aimed at the growing better-for-you snacking market, in Ireland. Founded on the principles of using good ingredients, honestly made, Good & Honest is currently available in two ranges; Popped Crisps and Popped Veggie Crisps.

So, what exactly makes these snacks so good and honest?

‘Good’ refers to the crisp bases. Made with 100% plant-based ingredients from unique combinations of vegetables, legumes and cereals including purple sweet potatoes, soya, chickpeas, black beans and green peas; these are popped, not fried, for a satisfyingly crunchy texture that’s full of flavour.

‘Honest’ refers to the all-natural ingredients. Free from artificial preservatives, colours and flavours, the range is lower in calories, a source of protein, high in fibre, low in fat and gluten free.

The result is a deliciously different, healthier snack that doesn’t compromise on taste or texture.

The Popped Crisp range are vegan and available in three flavours: Sweet & Salty, Sweet BBQ, and Sweet Chili.

The Popped Veggie Crisp range are lighter in style and available in three popular flavours: Salted, Sweet Chili, and Sour Cream.

The range is also vegan with the exception of Sour Cream flavour which is vegetarian.

These versatile crisps are great healthier choice for snacking, sharing and dipping. Serve up Sweet Chili with tzatziki, dip Sweet BBQ into hummus or snack on Sweet & Salty as an alternative to popcorn. Whatever your customers’ preference, Good & Honest is an exciting new snack brand to discover and enjoy.

The recommended selling price* is €2.99 per 85g.




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