Start the day the right way!

In today’s social media-driven world, it has never been more important for many consumers to not only chose a healthy, nutrition-packed breakfast – but to also show the world that they’re doing so! In fact, there are currently more than five million variations of the #healthybreakfast hashtag currently live on Instagram. Gillian Hamill reports on the top brands that tie in perfectly with the latest consumer trends


Brand Central

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13 August 2015

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Research shows €400,000 worth of cereal is sold every day of the August/September back to school period, representing 38 packs sold every minute of every day. With consumers increasingly seeking healthy options, porridge and oats-based cereals are driving sales. The most popular choice at breakfast for Irish households is still ready-to-eat cereals, with household penetration at 94.5%. However in recent years, baguettes and demi baguettes, traditionally considered part of a lunchtime snack, are growing in popularity as a breakfast option. A total of 30% of those who purchase freshly baked bread products consume them for breakfast, while 35% consume fresh bread at lunchtime and 19% of all baked confectionery products are consumed for breakfast (Source: Cuisine de France research, 2013). Due to time pressures in the mornings, breakfast biscuits are a rapidly growing segment – increasingly chosen by consumers who want a sustained release of energy throughout the day.

Over 14,000 cash prizes up for grabs in €70K giveaway

Shoppers can win €5 every five minutes in Kellogg’s giveaway bonanza, with the promotion available on specially marked cereal pots and cereal snacks

Shoppers can win €5 every five minutes in Kellogg’s giveaway bonanza, with the promotion available on specially marked cereal pots and cereal snacks

Kellogg’s is giving away up to €72,000 in cash from August in its biggest prize promotion for the independent channel in years.

Customers can take advantage of the offer for 16 weeks by purchasing either on-the-go cereal pots with specially printed lids or branded cereal snacks at all good convenience and independent retailers.

The promotion goes live on 3 August and ends on 30 November.

POS merchandise will be spread across the convenience and multiple channels to capture the spirit of the giveaway bonanza with an array of tiered shopping units, dump bins, parasite units, counter top units and eye-catching posters.

Nick Dawson, Kellogg’s sales director for Specialty Channels, said: “The giveaway is the first ‘multi-brand’ on-pack promotion we have run across our core singles portfolio so this is a great offer for retailers to have in-store. To drive sales the strong visual impact of the POS units will get Kellogg’s products noticed and excite shoppers to pick up the marked packets, leading to purchases.

Bespoke multi-channel POS toolkits are available to retailers as part of Kellogg’s giveaway bonanza

Bespoke multi-channel POS toolkits are available to retailers as part of Kellogg’s giveaway bonanza

“Everyone loves a freebie so the pull of getting cash for virtually nothing will encourage sales and I can’t think of any shopper who wouldn’t want to try their luck at winning one of the 14,400 cash prizes.”

Entering the competition couldn’t be easier – shoppers can visit and enter the last four digits of their product barcode from the specially marked pots and wrappers between 7am – 5pm for a chance to win.

Dawson added: “The fact that a different winner is announced every five minutes should really make people determined to win. That’s €72,000 shared between 14,000 happy customers so we’re encouraging retailers to stock up now to give their sales a pick me up.”

Cereals still number one choice for 95% of Irish households

NE1537 Nestlé Cereals Range Shot JPG

All Nestlé cereals with the green banner contain at least 8g of whole grain per serving

With household penetration at 94.5%, ready-to-eat cereals are still the most popular choice at breakfast for Irish households. Baskets containing breakfast cereals are nearly three times higher in value than the average basket which really drives home the importance of this category to stores.

Health and taste remain the two driving need-states for this category and are integral to the Nestlé Cereals portfolio with all Nestlé cereals with the green banner containing at least 8g of whole grain per serving, while not compromising on taste.

Whole grain is an important component of our diets and with six out of 10 Irish children not getting enough whole grain or fibre in their diets, finding a convenient, tasty solution to this problem is key for consumers.

Children who eat whole cereals have a significantly higher fibre in-take, which has an important role in digestive health and ready-to-eat breakfast cereals are the main contributors to whole grain intake in Irish children.

The Nestlé Cereals portfolio offers a huge variety of healthy and tasty products from Shreddies which is made from 95% whole grain to Shredded Wheat with its one single unprocessed ingredient and not forgetting Cheerios, packed with four whole grains and great taste.

Innovation responding to consumer trends is high on Nestlé Cereals’ agenda with the recent launch of Low Sugar Cheerios containing less than one-third of a teaspoon of sugar per serving and the Nestlé Gluten Free Cereals range with Corn Flakes and Honey Flakes, giving shoppers a delicious, great value gluten free breakfast.

Healthy breakfast now a social currency

Sales of Alpro’s plant-based food and drink continue to go from strength to strength in Ireland’s grocery sector. With a 69% share of the plant-based food and drink market and value sales growing by +30% year-on-year*, plus the number 70 spot in ShelfLife’s top 100 Master Brands at Home by Kantar Worldpanel, it’s clear that Alpro is the engine behind this growth.

“Healthy, wholesome eating is increasingly on the agenda for today’s consumers,” says Vicky Upton, marketing controller at Alpro UK. “The past year has seen a raft of online influencers and wellness champions such as Rosanna Davison and Calgary Avansino burst onto the scene and celebrate the merits of ‘clean eating’, using plant-based ingredients to inspire all sorts of healthy breakfast creations.

“Ultimately, their millions of loyal followers are encouraged to strike a healthy balance – and reject ‘thinness’ in favour of an empowering ‘strong not skinny’ mantra. The key word here is ‘balance’. It’s not about counting calories or depriving yourself – it’s about a holistic approach to health, and seeking out great-tasting, nutritious and versatile products like Alpro to achieve this.

“These individuals are now making their voices heard in the mainstream media too and, alongside celebrity devotees such as Ellie Goulding and Beyoncé who continue to extol the virtues of plant-based eating, are playing a huge part in this shifting health and wellness landscape – which, in many respects, now positions ‘good health’ as an aspirational fashion trend,” continues Upton. In turn, the growing interest in plant-based eating has cemented dairy-free alternatives to yogurt and milk as synonymous with ‘good health’.

Throughout the summer, the brand’s Simply Plain variant took centre stage with a TV creative designed to highlight the taste appeal and infinite topping combinations that can be enjoyed with the product. The distinctive campaign, which ran from May through to July, continued the successful ‘Top it! Taste it!’ theme developed in 2014 – with a fresh treatment and extended airtime to propel further growth of its Big Pot range.

“Consumers increasingly want to customise their breakfasts, whether this means incorporating their favourite topping combinations or controlling the size of their portion,” comments Upton. “This campaign was about tapping into this trend, and demonstrating how consumers can use Alpro Simply Plain to be inspired and create their own plant-based breakfast every day.”

With an ever-expanding line-up of Big Pot soya alternatives to yogurt, Alpro has invested in this sector as the go-to choice for its consumer. Most recently, the brand launched two new ground-breaking soya-based alternatives to yogurt – Alpro Plain with Almond and Alpro Plain with Coconut – to offer consumers “a strong, innovative range to inspire all sorts of breakfast creations with a plant-based twist”.

The new 500g Big Pot (MRSP: €2.15) varieties joined Alpro Simply Plain in April to create the perfect trio of soya alternatives to yogurt. Alpro Plain with Almond has a delicious mild and delicate almond taste, while Alpro Plain with Coconut has a subtly refreshing coconut taste. With less than 55kcal, less than 3g fat and less than 2.1g sugars, they offer a healthy, plant-based at-home breakfast option within the broader yogurts category

“Alpro continues to be first to market with product innovations in the plant-based category, but our focus is always on delivering NPD that will resonate with our target consumers and tap into current and emerging trends.

“These latest launches are the perfect example of this, and demonstrate our ambition to continue to grow this category,” explains Upton. “We know that almond and coconut are appealing and on-trend ingredients and, when combined with our soya base, they create a versatile breakfast ingredient, snack or dessert – offering a genuinely different and desirable consumer choice in the yogurt category.

“We plan to continue this pace of change to ensure that we have optimised our range to suit consumers’ needs – while continuing to deliver strong marketing campaigns that showcase the versatility of our Big Pot range,” Upton adds.

*(Source: Nielsen w/e 30/11/14)

Real butter, half the fat!

Connacht Gold Low Fat butter has won numerous awards for its great taste

Connacht Gold Low Fat butter has won numerous awards for its great taste

Connacht Gold Low Fat butter is a great tasting, natural product.  It’s real butter with just half the fat.

Containing no vegetable oils or chemically treated fats, and with only 19 calories per serving, the whole family can enjoy the natural taste of butter at breakfast time, with all the health benefits of half the fat. Consumers can enjoy the delicious taste of Connacht Gold Low Fat butter smothered on hot toast or spread on their favourite brown bread or a bagel at breakfast time. Or even melted on soldiers and dunked in boiled egg for the kids.

The brand states its great taste has even been proven, having won numerous prestigious awards – the most recent being a gold star at the internationally recognised Great Taste Awards.

Connacht Gold has become a popular choice for consumers right across the length and breadth of the country, leading to increased sales and category share for the growing brand.

Quality ingredients create quality breads

Cuisine de France’s award-winning Four Cheese Loaf contains Red Leicester, Regato, Gruyere and mature White Cheddar cheese

Cuisine de France’s award-winning Four Cheese Loaf contains Red Leicester, Regato, Gruyere and mature White Cheddar cheese

A recent study revealed Irish consumers are willing to pay a higher price for freshly baked goods that contain natural ingredients. Fortunately, Cuisine de France has developed a range of speciality breads that include such ingredients.

Cuisine de France doesn’t just use any flour for its French breads – its flour comes from the best wheat in France. When used in the brand’s unique recipes, it makes bread that is open and light with a delicately crispy crust. Cuisine de France believes this exquisite fine flour makes French bread like no other. Traditionally the company’s breads were considered a freshly baked lunchtime offer but they are growing in popularity as a breakfast choice – share or tear, butter or don’t!

Time is one of the key ingredients in each of the distinctively shaped Cuisine de France L’Artisane baguettes. That’s because each lovingly-baked baguette is made using the brand’s unique mother dough. This living source guarantees the unique flavour of each hand-cut baguette.

Meticulously crafted to deliver a distinctively crispy, chewy crust and an open aerated texture, it’s supremely enjoyable. L’Artisane produces a lower surge in blood sugars than other bread which makes it easier to digest. It is ideal for breakfast topped with avocado, a pinch of sea salt and black pepper, and a squeeze of lemon.

Sunflower & Honey is a tasty country-style bread in which the gentle sweetness of honey is balanced by the nutty crunch of sunflower seeds which contain plenty of essential vitamins. Combined with nut butter and slices of apple or banana this is perfect for a nutritious start to the day.

The Linseed & Sesame is generously sprinkled with crunchy linseeds, sesame seeds and sunflower seeds. For a wholesome breakfast it can be enjoyed with a little country relish, an egg, some crisp rocket and lean ham – a truly satisfying eat.

Finally Cuisine de France presents its award-winning Four Cheese Loaf – a unique bread made with Red Leicester, Regato, Gruyere and mature White Cheddar cheese – a cheeseboard in a loaf.

Quick nutrition

Flahavan’s is launching two new Quick Oat sachet varieties, Red Berry and Lemon Curd

Flahavan’s is launching two new Quick Oat sachet varieties, Red Berry and Lemon Curd

Flahavan’s has announced the launch of two new Quick Oat sachet varieties, Red Berry and Lemon Curd that are sure to be a hit with Irish consumers this winter. Produced in Co. Waterford, these new additions to the Quick Oats brand are made with traditional Flahavan’s Irish oats which are sourced within a 60 mile radius of the mill in Kilmacthomas and both new products contain no additives or preservatives and only natural flavours.

These two new variants come in a new five pack ‘handy pack’ format which contains five x 40g sachets for a consumer-friendly RRP of €2. Adapting to consumers’ desire for a smaller pack format, they are ideal for home or for use at work and they also feature a handy liquid measure on the sachet pack which makes preparation even easier.

The product comes in a shelf-ready case for easy merchandising with eight packs per case and the new varieties will complement the already existing range of sachet products that are available nationwide.  These include the Quick Oats Natural Sachet; Quick Oats Multi Seed Sachet; Quick Oats Apple, Raisin & Cinnamon Sachet; Quick Oats Golden Syrup Sachet and the Quick Oats Organic Sachet.

The two new variants come in a new five pack ‘handy pack’ format with a RRP of €2

The two new variants come in a new five pack ‘handy pack’ format with a RRP of €2

Staying close to the consumer and understanding evolving consumers’ needs is key to the brand’s success. As the convenience hot oats market grows, Flahavan’s is continuously innovating to lead the market, a strategy which is clearly working as the Flahavans Quick Oats brand is the number one brand which users are most willing to recommend within the category*. Reflecting this, the Flahavan’s brand also continues to grow convenience market share, increasing value share from 61.4% – 79.1% last year**and the Flahavan’s continues to perform very strong in the overall hot oats category growing value share from 53% – 57% last year** in a very competitive market.

Celebrating 230 years in business this year, the brand has come a long way from 1785 which is the earliest family connection traced to the mill. Over the last decade Flahavan’s has grown from a one product company to the sale of a wide range of oat products in 14 countries worldwide, with varying flavours and formats including Multiseed, Fruits and Organic, convenience Quick Oats pots and sachets, flapjacks, muesli and the recently launched of Granola.

*(Source: NPS score Bord Bia – Brand Health Check Report March 2015)

**(Source: Kantar world panel w/e 29 March)

High Protein range fuels the body

New Kelkin High Protein Muesli and Granola help make the healthy choice the easy choice

New Kelkin High Protein Muesli and Granola help make the healthy choice the easy choice

Exercise places increased demands on the body, making it work harder. For an individual to perform at their best, they need to train and fuel their body with the best. Kelkin knows that staying committed to healthy eating and exercise isn’t always easy and that’s why the company has developed tasty High Protein Muesli and Granola, making the healthy choice the easy choice. With 20g of protein per 100g of muesli and 22g of protein per 100g of granola (100% more protein than existing Kelkin granolas and mueslis), these high protein cereals contribute to muscle growth and maintenance as well as the maintenance of normal bones. So much so, that as an official supplier to the IRFU, Kelkin is now supplying the Irish rugby team with this new Kelkin High Protein range.

During the pre-launch phase, Kelkin identified that cereals containing high protein are the perfect product to target gym-goers and fitness fanatics, particularly if they’re partial to cereals. In a survey carried out by Kelkin, consumers reported the new range to be a good way to start the day. The tasty new recipes of toasted oats, fruits, nuts and seeds are made at the Kelkin production facility in Dublin, home to its other popular mueslis and granolas. For more information on these products, contact the customer service team at






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