Sparking up sales

Chef sauces and condiments have been helping Irish consumers to enhance mealtimes since the late 1920s
Chef sauces and condiments have been helping Irish consumers to enhance mealtimes since the late 1920s

Last year's heatwave showed the extent to which a burst of good weather in this country can really boost sales - helping overall grocery sales rise by 1.5%, according to Kantar Woldpanel data. With our infamous unpredictable weather, it's important to be well-stocked at all times with ‘al fresco' bestsellers to capitalise on impromptu barbecues and parties, writes Gillian Hamill


Brand Central

15 May 2014

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  • Chef states it is the brand leader in many segments within the sauces and condiments market 
  • Heinz Tomato Ketchup is the number one selling tomato ketchup brand in Ireland with a 60% value share of the tomato ketchup category* 
  • HJ Heinz is the market leader in BBQ sauce and holds a combined market value share of 37% across its two barbecue brands, Heinz and HP*
  • Lea & Perrins, the original Worcestershire sauce, has a 90% market value share
  • Ignition products have grown 9.8% year-on-year in Ireland**

*(Source: Nielsen: February 2014)
**(Source: Nielsen Scantrack Republic of Ireland MAT Feb 2014)

Barbecues and al fresco dining are an essential part of summer for Irish consumers. In fact last summer, Irish shoppers spent an additional €2 million on sausages in the 12 weeks to 18 August, boosting sales by 12%, according to Kantar Worldpanel statistics. Cooked meats, bagged salads and bread rolls all saw double digit sales growth, helping overall grocery sales grow by 1.5%. "The good weather has clearly had a positive effect on the grocery market, with consumers spending more on traditional barbecue and picnic foods," said Kantar’s David Berry. SuperValu also reported barbecue meat orders were up 300% in July, while the sale of burger buns more than doubled. In recent years, the BBQ category has been shaped by an increased consumer demand for adventurous, bold flavoured seasonings as well as marinades that use core flavours such as BBQ and sweet chilli.

Full on flavour

Planning for a barbecue or any style of outside dining in Ireland during the summer can be precarious but the Chef brand believes there is one thing that is always a certainty; Chef sauces and condiments will add full on flavour to any occasion.

The Chef range of sauces are a must-have for outdoor dining and the summer BBQ season. With its range of high quality and much loved products, the brand states Chef is the ideal accompaniment for any barbecued food. The BBQ sauce with its smoky aroma is sure to enhance consumers’ taste experience and goes perfectly with steaks, burgers, chicken wings or sausages.

Consumers can also add some zest to summer dining with Chef Beetroot, Mixed Pickles and Silverskin Onions. With their unique vinegary taste, which is much loved by Irish consumers, these products will add a touch of whimsical nostalgia to salads that will be reminiscent of past summers. The Chef brand has been helping Irish consumers to enhance mealtimes since the late 1920s and is the brand leader in many of the segments of the sauces and condiments market.


BBQ heroes

According to the Heinz brand, Heinz Tomato Ketchup tastes great on just about anything and what better accompaniment for summertime eating than the extensive Heinz Tomato Ketchup range. Boasting a large variety of flavours – Fiery Chilli, Mexican Chilli, Sweet Chilli, Organic, Reduced Sugar and Salt and not forgetting its standard flavour; Heinz Tomato Ketchup is available in glass, squeezy and top down formats.

Heinz Tomato

Heinz offers the benefit of an innovative no mess, no waste, stay clean cap and all the taste of Ireland’s favourite tomato ketchup. Heinz Tomato Ketchup is the number one selling tomato ketchup brand in Ireland with a 60% value share of the tomato ketchup category*.

Heinz Barbecue Sauces add a tongue-tingling barbecue flavour to a variety of easy family meals. Thick enough for dipping whilst also being light enough to marinade, Heinz states these rich sauces are loved by the whole family.


HJ Heinz is the market leader in BBQ sauce and holds a combined market value share of 37%* across its two barbecue brands, Heinz and HP. There are three varieties under the Heinz brand, Classic Barbecue, Sticky Barbecue and Chilli Barbecue. The HP range of sauces offers Classic Woodsmoke, Spicy Woodsmoke and Honey Woodsmoke.

Lea & Perrins, the original Worcestershire sauce, has a 90% market value share* and provides an ideal base for home-made marinades.


Heinz Salad Cream has been popular with generations of Irish consumers. The brand states there really is nothing else to compare with its original tangy taste, with regular, light and extra light varieties in a range of pack formats including glass, squeezy and top down. The Heinz Salad Cream range also includes the highly successful Weight Watchers from Heinz Salad Cream style dressing.

*(Source: Nielsen: February 2014)

 Al fresco dining made easy

Consumers can savour the summer evenings and make BBQs, candlelit evenings and warm glowing firepits hassle free with the Cricket Firepower lighter.

Launched over ten years ago, a Cricket Firepower lighter is a safe, clean, convenient tool that can allow consumers to make the most of summer dining – helping to create a welcoming ambience for guests. Cricket Firepower has been specially designed to be family friendly. The ignition button is fitted with a lock that has to be de-activated before the device can be used. The Firepower also has the Cricket signature fixed flame to avoid hazardous flame heights, while the long slender body and even, long-burning flame make it ideal for accessing hard to reach areas.

Ignition products have grown 9.8% year-on-year in Ireland*; a reflection of changing consumer behaviour – eating at home is becoming a lifestyle choice. Retailers can capitalise on this with Cricket Firepower’s summer promotion. A range of eye-catching display options are available from the standard shelf ready tray, to clip strips for easy display in-store or free standing floor display units.

Cricket Firepower is fully compliant to ISO 22702 safety standards; each individual lighter is tested for gas safety after production.

For more information about Cricket’s range or for sales enquires, contact SHS Sales & Marketing by telephoning 01-401 6200 or emailing

*(Source: Nielsen Scantrack Republic of Ireland MAT Feb 2014)

Picnic time perfection

‘Affordable luxury’ is set to be a big feature in consumer’s picnic baskets and barbecues this summer.

As part of its new ‘unique’ range, Cuisine de France is expecting a strong demand for its baguette, sweet treats and pastries as consumers seek quality baked goods as a key part of their summer picnic baskets.

Shane Vaughan, marketing manager with Cuisine de France said: "Summer months complement outdoor dining activities. As we saw last summer, consumers will jump at every chance to dine al fresco, and want this enjoyable food experience to involve a quality bakery experience.

"Cuisine de France offers new and enhanced recipes this summer. We have returned to our original French roots, with a unique range pioneered by the Cuisine de France bakery team in Paris."

This includes picnic favourites such as artisanal baguettes like the tomato and black pepper or sunflower honey loafs, which Vaughan expects to be popular parts of this summer’s barbecues.

Cuisine de France expects strong consumer demand for its expanding artisan range, influenced by what Vaughan describes as the aroma of fresh products baked in-store by staff expertly trained at Cuisine de France’s Learning and Innovation Hub.

Commenting on health and diet oriented consumers, Vaughan pointed to Cuisine de France’s ‘wheaten loaf’ as an example of its offering. Made with Irish buttermilk, it is yeast free, high in fibre and low in fat and delivers a healthy alternative for the increasingly diet conscious consumers. There is an increasingly strong consumer interest in wholegrain offerings like the ‘triple grain demi’ said Vaughan, and the multiseed grain baguette La Rustique is also expected to be a popular offering this summer.

Cuisine de France’s full range can be viewed at

Avonmore Fresh Dessert Cream is ideal for pouring over summer berries

Avonmore Fresh Dessert Cream is ideal for pouring over summer berries

Luxuriously smooth and thick cream

A must for consumers’ shopping list this summer has to be Avonmore Cream. Produced by Glanbia Consumer Foods, the range consists of ever popular Fresh Cream, the chef’s favourite Double Cream, convenient Freshly Whipped Cream, tangy Sour Cream for BBQs and baked potatoes, and sumptuous Avonmore Fresh Dessert Cream perfect for pouring over summer berries.

The Irish love to entertain, and Avonmore states it has a cream to cater for all outdoor occasions. A must-stock item is Avonmore Fresh Dessert Cream. Already thickened and ready to serve, Avonmore Fresh Dessert Cream has a luxuriously smooth and thick consistency and can be poured straight from the bottle (no whipping required) over all the favourite summer treats. For the perfect end to a summer’s evening, simply pair Avonmore Fresh Dessert Cream with raspberries, strawberries or any summer berry of choice for a tasty dessert.

According to the brand, an essential ingredient for any BBQ is Avonmore Sour Cream. The tangy taste of Avonmore Sour Cream is the ideal accompaniment for barbecues, light meals or simply as a dip to nachos or salad. Avonmore Sour Cream comes in re-closable tubs which guarantee freshness and convenience.

Another strong seller is Avonmore Cheese, which comes in both Sliced and Grated formats and is ideal for burgers, baked potatoes, salads and dips. Avonmore Cheddar Cheese is produced and packed in Ireland and comes in re-closable packs with an easy to follow recipe on the back of pack. Choose from Red Cheddar, White Cheddar, Mozzarella, Cheddar & Mozzarella or Light Cheese for a wide range of summer dishes. As always, the weather in Ireland is unpredictable so Avonmore advises making sure you have plenty of stock at all times for those impromptu BBQs, picnics and garden parties.

Avonmore’s food website,, features over 300 easy to make recipes, including starters, mains meals, desserts, snacks and picnic ideas. Consumers can also view celebrity chefs such as Oliver Dunne and Rozanne Stevens create recipes using everyday ingredients on the Avonmore online YouTube food channel. The Cook with Avonmore website promotes quality food using Irish ingredients, so for home cooking inspiration check out or follow Avonmore on Facebook for weekly recipes and cooking tips and competitions.




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