Top 100 Master Brands
Each year, Worldpanel by Numerator looks at which FMCG brands are connecting most with shoppers in Ireland. Emer Healy, business development director, Worldpanel by Numerator reports
Print31 July 2025
The 2025 Brand Footprint report highlights the brands that made it into the hearts, homes and baskets of consumers over the past year. At the top of this year’s ranking, we see some long-standing favourites. Brennans remains in first place, followed by Avonmore, Tayto, Cadbury’s Dairy Milk and Jacob’s. These names are well known for a reason. They have continued to stay relevant and visible to shoppers even in a rapidly changing market.
Behind the ranking, there is a wider story about how brands are performing overall. Globally, just over half of FMCG brands were chosen more often in 2024. That marks a clear improvement from 2023 and signals a cautious return to growth. We call this shift the 50:50 game. It reflects the reality that even the world’s biggest brands cannot assume continued success. In Ireland, we are seeing a very similar pattern. For many brands, staying competitive will mean making a more conscious effort to strengthen their connection with shoppers.
The brands that did grow this year all had a few things in common. They got the fundamentals right. They delivered a strong product, clear messaging and a positive customer experience. McVitie’s moved up five places following campaigns that offered value alongside lifestyle benefits. Irish Yogurts Clonakilty made an impressive jump by increasing its in-store presence and tapping into local loyalty. Glenilen Farm entered the Top 100 thanks to a strong rise in purchase frequency, helped by growing demand for ethical and health-conscious products. Keelings gained ground by refreshing its brand image and leaning into its association with fresh feel-good produce. Pringles and Pepsi also moved up, supported by new launches and marketing efforts that reached younger, more trend-driven audiences.
This report is about more than just who came first. It is a snapshot of what matters to Irish consumers right now. At a time when inflation, global uncertainty and changing expectations are still shaping the way we shop, it is clearer than ever that brand growth is not a given. The brands that succeed are the ones that keep evolving, keep listening and keep delivering what their shoppers are really looking for.
1. Brennans
2. Avonmore
Avonmore holds the position as Ireland’s leading dairy brand, with its products enjoyed daily in homes across the country. Avonmore’s expertise in dairy extends across milk, cream, soup and butter, with key growth products including Avonmore Super Milk, Avonmore Protein Milk and Avonmore Whipped Cream. The brand’s continued success is built on sustained investment, strong partnerships with customers, and an unwavering focus on delivering consistently high-quality, great-tasting products to consumers.
3. Tayto
Tayto, Ireland’s No.1 crisps and snacks brand, retains its impressive position at number 3 in this year’s ShelfLife Kantar Top 100 Brands and continues to lead the crisps and snacks category. Following its landmark 70th anniversary in 2024, Tayto has entered 2025 with strong momentum and a clear focus on innovation and growth.
As the market leader, Tayto expertly balances support for its beloved core range with the launch of high-quality new products inspired by the latest consumer trends. These innovations are consistently backed by impactful marketing campaigns that keep the brand top-of-mind with shoppers.
In May, Mr. Tayto returned to TV screens in a fresh and playful campaign promoting Tayto Cornados. This bespoke advert humorously showcased how Cornados blow you away with “A whirlwind of flavour” and crunch. Since their launch in 2024, Cornados have delivered €935k RSV, and the range continues to expand with the recent addition of a new spicy flavour; amplified through PR, social media, sampling, and a strong retail presence both in-store and online. Looking ahead, Tayto is set to build on the success of its sharing pack format by introducing two fan-favourite flavours in impulse pack formats, perfect for on-the-go snacking and poised to drive further growth in the impulse snack category.
Tayto also continues to excite consumers with limited edition launches under popular sub-brands like Meanies and Mighty Munch. Most recently, the brand tapped into the popularity of Thai Rings by launching a Tayto Thai Rings flavour crisp. This innovative release was supported by a dynamic PR campaign, with engaging content across social media platforms especially Instagram and TikTok sparking a wave of user-generated content through the Tayto Thai Rings taste test challenge.
Responding to the growing demand for spicy snacks, Tayto Hunky Dorys introduced a bold Hot & Spicy variant, available in both impulse and sharing formats. This fiery new flavour was supported with ATL and eye-catching Out of Home and has already proven a hit with consumers, generating over €300k RSV since launch.
Through a combination of category-leading innovation, compelling brand engagement, and trend-driven product development, Tayto continues to fuel growth in the crisps and snacks segment solidifying its position as one of Ireland’s top three brands in ShelfLife’s Kantar Top 100.
4. Cadbury’s Dairy Milk
5. Jacobs
6. Denny
7. Coca-Cola
Coca-Cola Zero Sugar
Coca-Cola
Coca-Cola is thrilled to be the leading beverage brand in Kantar’s 100 Master Brands at Home ranking. As an established brand, Coca-Cola recognises the need to continuously evolve, to introduce new innovations, activations and campaigns to engage and excite the communities it serves.
And this year we have seen the return of one of Coca-Cola’s most iconic campaigns – ‘Share A Coke’.
Originally launched in Ireland in 2013, this campaign allowed consumers to find their names in place of the logo, an industry-first in personalisation.
With Gen Z seeking authenticity and genuine connections, the return of ‘Share a Coke’ provides a meaningful way for people to connect and demonstrate their care. This time, the campaign includes more names, nicknames as well as a range of phrases centred around friendship, such as “My Bestie”, “My Mate”, “My Fam” and “My Day One”.
To celebrate summer’s best music moments, ‘Share A Coke’ will be activated across Ireland’s festival circuit, encouraging music lovers to embrace this meaning of connection, both of music and friendship.
And that’s not all. Coca-Cola is going one step further, offering consumers the chance to win instant prizes and the opportunity to win festival experiences through a simple scan and enter mechanic.
With the recent announcement of the brand as the official drinks partner of the Premier League, Coca-Cola’s will continue to grow and innovate to meet customer and consumer needs.
8. Cadbury’s
9. Heinz
10. Knorr
11. Fitzgerald’s
Fitzgerald Multiseed Wraps
Fitzgerald Poppy Seed Bagels
Fitzgerald Sourdough Baguettes
12. Birds Eye
Chicken Shop Buttermilk Tenders
For generations, Birds Eye has been a trusted name in Irish households, known for bringing quality, flavour, and variety to the frozen food aisle. Birds Eye continues to be a powerhouse of the industry as one of Irelands most recognisable and trusted brands with a wide-ranging portfolio of tasty and convenient products – whether it’s classic Fish Fingers, Crispy Chicken Dippers, or family favourites like Waffles and peas, Birds Eye has plenty of options that suits for every mealtime.
In September of last year, Birds Eye relaunched the Chicken Shop range which boasts of a portfolio full of Takeaway inspired cuisine ranging from Buttermilk Tenders, Honey Siracha Wings and Hickory BBQ Wings to name a few of the new arrivals. This new range caters to the taste seekers that enjoy convenience and don’t compromise on flavour. These tasty new additions to the Birds Eye portfolio have been supported above the line with TV, VOD, partnerships, social, right through to in store support driving visibility and conversion at the point of purchase.
With continuous investment into driving quality products, innovation and media, there is exciting times ahead for the Birds Eye brand with more to come in the second half of this year.
13. Fairy
14. Pringles
Pringles Flame Grilled Steak
This summer, Pringles is turning up the flavour and delivering excitement to every snacking moment. Known for its iconic stackable shape, resealable packaging, and bold flavour variety, Pringles continues to be a favourite among consumers looking for convenience and taste in one irresistible crisp.
As the number one brand in large sharing crisps and snacks, Pringles is a standout performer in the category – and it’s easy to see why. From picnics to BBQs and garden parties, Pringles are easy to pack, easy to share, and impossible to resist.
Pringles are also excited to announce that Pringles and Cheez-It, both part of the Kellanova family, will be the official snack partners of Electric Picnic – helping snackers to get summer-ready in the most delicious way. Ann Rose Eng, Senior Brand Activation Manager, Kellanova, commented: “We are thrilled to announce that Pringles and Cheez-It will be the Official Snack Partner of Electric Picnic for 2025. Both fun, iconic brands Pringles and Cheez-It are the perfect pair to get you in the summer mood”.
Innovation always remains at the heart of the Pringles brand. Earlier this year saw the launch of Pringles Flame Grilled Steak, a savoury, smoky addition to the core range that’s already proving popular. And for fans of heat, the HOT range continues to grow with Pringles Blazin’ Hot Fried Chicken – a fiery twist that delivers on both spice and flavour.
Whether it’s a classic favourite or one of our bold new offerings, Pringles provides the variety today’s snackers crave – making it the perfect partner for summer sales.
15. Irish Pride
16. JM & O’Brien
17. Mc Vitie’s
McVities Pink Digestives
McVitie’s is one of Ireland’s best-loved biscuit brands, and it is testament to its enduring popularity that it’s coming in at number 17 on this year’s list, up four places from 21.
McVitie’s Chocolate Digestives turned 100 this year and, to celebrate the centenary – as well as the chocolate digestive’s unique place as a firm favourite in Irish hearts and minds – the brand embarked on one of its biggest investments to date with an unmissable Out of Home city-based campaign for the brand in Ireland.
Broadcast was an important element of the campaign, with ads running on Newstalk, RTE 2FM, FM104 and Today FM, as well as digital audio spots, while the ATL components of the campaign were supported by a broad reach social media push across Facebook, Instagram and TikTok.
McVitie’s included Irish shoppers in the celebrations with an on-pack competition, where €100 was up for grabs every 100 minutes, while path to purchase was disrupted by front-of-store displays, store media, in-aisle and other touchpoint POS. The brand was highlighted in the convenience sector with FSDUs, mega displays, dump bins, fins and bollard covers to catch shoppers’ attention.
McVitie’s leads the way with product innovation, and as the 100 years celebrations continue, the next chapter of its history was marked by the launch of McVitie’s Pink Raspberry and Cream Flavour Digestives in June. They are golden-baked McVitie’s Digestives topped with a luscious raspberry and cream flavour coating, bringing together nostalgic flavours in a fun, fruity and moreish bite.
Consumers are currently enjoying nostalgic flavours across a wide range of food and drink products, and nostalgia in food isn’t just about recreating the past, it’s about rediscovering it in a way that feels new and exciting. Meanwhile pink is also still trending as a popular colour across food and drink, and McVitie’s Pink Raspberry and Cream Flavour Digestives will delight loyal Digestives fans and foodies alike.
18. Nescafé
19. Keeling
Keelings Fresh & Juicy Strawberries
Keeling’s are delighted to have jumped 13 places to number 19 in Ireland’s prestigious list of Kantar’s top 100 most chosen consumer super brands. The Keelings story stretches as far back as 1926 when the farm was initially established in North County Dublin, the first Irish strawberries and rhubarb being planted in 1937. Fast forward to present day, Keelings is now the number one manufacturer within fresh produce* in Ireland.
The brand successfully relaunched in the summer of 2024 with a new positioning and brand tagline ‘Love That Keelings Feeling’, stemming from extensive consumer research to fully reflect the entire Keeling’s portfolio and regain relevance amongst consumers far and wide. The relaunch was supported by a fully integrated marketing support plan across packaging, TV, VOD, radio, instore and much more, ensuring that every touchpoint brought much needed excitement and joy into the fresh produce category.
The Keelings brand now commands 81% awareness** in the Irish market solidifying Keelings as a beloved Irish cultural brand amongst its consumers. It has also been a strong year in terms of performance with a +3.3% increase in market share of berries and a +38.5% sales uplift. Looking to the second half of 2025 and beyond, the brand is continuing to celebrate the great taste and enjoyment of fresh produce with its consumers via new campaigns and NPD on the horizon!
*Source: Kantar Share 52 we April 2025
**Source: Dentsu Keeling’s Brand Effectiveness Tracker, December 2024
20. Batchelors
21. Muller
22. Staffords
23. Pat the Baker
24. KitKat
KitKat Chunky Funky
A brand-new KitKat Chunky is hitting Irish shelves this month. KitKat Chunky Funky features a crispy cocoa wafer wrapped up in a luscious swirl of milk chocolate and white coating.
Starting from this week, shoppers will begin to find the limited-edition KitKat Chunky in stores nationwide.
Maria McKenna, confectionery marketing manager, Nestlé Ireland, said: “This year we’ve introduced an amazing new product to the KitKat family, with our eye-catching, marbled swirls. KitKat Chunky has a fresh look while keeping the delicious crispy wafer and KitKat chocolate that our fans adore. It’s such a fun product, and we can’t wait to see how shoppers react!”
KitKat products are crafted using cocoa from Nestlé’s income accelerator programme which aims to support cocoa farming families to earn more money, plant more trees and help kids enroll in school.
25. Colgate
26. Yoplait
A much-loved family favourite, top brand Yoplait has been satisfying Irish consumers for over 50 years. Generations of Irish families have literally ‘grown up’ on their favourite Yoplait Fruit Yogurts, Petit Filous, Frubes and Yops.
Favoured by parents, Yoplait’s kids’ range is focused on supporting the development of healthy bones and is perfect as a snack of choice for the whole family.
Yoplait strives to meet changing tastes with an ever-innovative product range. Popular with a new generation of Yoplait adorers, the Yoplait Skyr range is based on an Icelandic strained yogurt recipe and was recently announced as the Official Yogurt of the AMGEN Irish Open as part of a three-year partnership.
Yoplait SKYR is a 100% natural, high in protein and fat free source of quality dairy which provides a significant percentage of daily nutritional requirements. Its high protein, zero fat qualities make it the perfect breakfast choice and the introduction of new 450g Peach and Vanilla flavours broadens its popular appeal.
27. Carroll’s of Tullamore
Carroll’s of Tullamore Big Value range
At Carroll’s of Tullamore, it has been producing the finest quality hams since 1979. It prides itself on going the extra mile, ensuring that every product leaving its premises passes its quality standards, so that you, its customer, can rest assured that you are getting honest, great -tasting food that always hits the spot, each and every time.
Over the years, it has developed its range of products through a combination of time- honoured practices, quality ingredients and commitment to delivering the best for its customers. From its sliced cooked meats to its prepared meals, it has products that meet the needs of every household, every taste and every wallet.
It’s commitment to quality resonates with Irish consumers, securing Carroll’s position as number one-brand in volume in the Irish Sliced Cooked Meats category.
As part of the Sofina Foods Family, Carroll’s of Tullamore continues its mission of delivering trusted, high quality cooked meats and ready meals to Irish tables with even greater reach and global expertise.
28. Keogh’s
If You Keogh, You Know
The Keogh family have been farming the rich fertile lands of North County Dublin for over 200 years. Their knowledge and farming expertise has been passed down through the generations and today Keogh’s are renowned for their fresh potatoes, premium crisps & delicious Popcorn. Keogh’s work in collaboration with local Irish ingredient suppliers, many from family farms like their own to source their amazing crisps and popcorn flavours which millions of people around the world have come to know and love. Their latest flavour edition ‘Ghost Chilli & Sour Cream’ uses ghost chillies grown specifically for Keogh’s by Taylor’s of Lusk and is proving to be a big hit with consumers. The fiery heat of ghost chillies is perfectly balanced with the cooling tang of sour cream to create taste experience unlike any other.
The Keogh’s true family story and brand resonates strongly with Irish consumers, and the brand has continued to grow ahead of the market and its competitive set. In the last 52 weeks, while the overall Irish crisp market saw a modest 1.8% rise, Keogh’s recorded a significant 16.8% increase. The brand’s momentum has only strengthened as the year progressed, up 27% in the last six months, 29% over 12 weeks, and 21% in the last four. Keogh’s now holds an impressive 11.7% share of the total crisp market, driven by its commitment to real Irish ingredients and crop to crisp transparency.
Equally impressive is the brand’s performance in popcorn. In a category growing at 4.1%, Keogh’s achieved a remarkable 60% growth rate, climbing to become the second-largest popcorn brand in the Irish market with a 14% share.
Source: Nielsen w/e 29.06.2025
29. Clonakilty
30. 7UP
7UP is Ireland’s number one Lemon & Lime soft drink — a true national treasure with iconic status. It’s refreshing zing and uplifting spirit has made it a household favourite for generations. In 2025, the brand added a bold twist with the launch of 7UP Pink Lemonade, a zero-sugar lemon, lime and raspberry variant that’s causing a stir across the country. Whether enjoyed ice-cold or as a mixer, 7UP continues to deliver timeless refreshment. With deep roots in Irish culture, it remains a sparkling symbol of feel-good moments and everyday joy.
31. Dairygold
Dairygold has been a staple in Irish hearts and homes since 1985. Once again Dairygold maintains the #1 market share position in the Irish dairy spreads category. The long-term success of Dairygold has been built on the brand’s ability to continuously connect with consumers through their high-quality products & commitment to continuously evolving the brands communications platform.
Dairygold offers a diverse portfolio of products within the butter spreads category. The range includes the deliciously creamy Dairygold Original, enjoyed by over one-third of Irish households; Dairygold Lighter, aimed at health-conscious consumers; the indulgent Dairygold Softer, made with Irish butter softened with rapeseed oil for butter lovers; Dairygold Baking Block for avid bakers; and Dairygold Plant-Based for those who want the great taste of Dairygold without any dairy.
As Ireland’s original dairy spread, Dairygold celebrated key spreading occasions this year with two new national campaigns: National Toast Day in February and National Scone Day in May. This year also marks a milestone event as Dairygold turns 40, with big celebrations planned to spread a little joy among Dairygold shoppers in the second half of the year.
32. Miwadi
MiWadi is a truly iconic Irish brand and continues to grow from strength to strength in the marketplace. From humble beginnings in 1927 MiWadi has been a fruity and flavoursome part of childhood in Ireland for 98 years and has always remained relevant to Irish families with a wide range of flavours in our Regular, No Added Sugar, 0% Sugar and Drops ranges. MiWadi is still produced in Dublin to this day and is a proud member of Love Irish Food.
Both MiWadi single concentrate and double concentrate ranges are now fortified with Vitamin D which supports your family’s immune system.
Vitamin D is very important in our diet to help support your family’s general health, growth and development but it can be difficult to achieve the recommended daily intake of 5 µg. It has been reported that Vitamin D deficiency is very prevalent in Ireland.
MiWadi makes the water that you need to drink each day extra delicious and refreshing. To enjoy all the thirst-quenching tastiness of MiWadi at its best just add water.
MiWadi continues to grow year on year maintaining its No.1 position in the Squash.
Vitamin D contributes to the normal functioning of the immune system and maintenance of normal bones and teeth.
33. Bradys
34. Flahavans
At number 34 on this year’s Kantar Top 100 brands at home list for 2025 and having once again claimed the number one spot in the Breakfast Cereal Category Flahavan’s is anything but run-of-the-mill. With more than three million portions of Flahavan’s porridge oats consumed each week in Ireland, the Waterford-based family food business continues to maintain its position as Ireland’s favourite porridge, proudly fuelling Irish families for over 200 years. The market leader in oat cereals, Flahavan’s produces a range of over 50 oat-based products using locally sourced wholegrain oats, including porridge, muesli and granola.
Most recently, Flahavan’s launched a full 360 marketing campaign called “Lovely, Doubly Baked”, this creative was designed to differentiate their oats versus competitors. “Only Flahavan’s Double Bake Their Oats for Creamier Porridge”. Flahavan’s is committed to driving long-term brand growth in the Irish breakfast category and continues to support its portfolio through extensive PR and brand communications, to ’reinforce brand superiority, quality and taste messages’. Insight-driven innovation will also continue to be a key growth driver for the brand, as it continues to bring new benefit-driven and functional products to the Irish consumer. Flahavan’s is a member of Love Irish Food and a gold member of Bord Bia’s Origin Green programme. Learn more at Flahavans.ie
35. Barrys
You’re home with Barry’s Tea
Founded in 1901 in Cork, Barry’s Tea is a family-owned company with a rich heritage. Our Master Blenders meticulously source the finest tea leaves from renowned growing regions in Rwanda, Kenya, and the Assam Valley in India. This unwavering commitment to quality ensures that only exceptional teas make their way into our blends.
In Sept last year, Barry’s Tea launched a new advertising campaign – ‘You’re Home’ – that taps into the emotional connection Irish people feel towards the brand and how the brand has become a symbol of connection, community and Irish identity and synonymous with the feeling of home. The campaign features documentary style ads that showcase Blasket Island caretakers Darren and Emma, as well as rower Kelly Oforji, a member of the renowned Skibbereen Rowing Club.
Earlier this year, Barry’s Tea rolled out new packaging designs across the black tea range, on favourites like Barry’s Tea Gold Blend and Decaf Blend. The new designs are fresh and contemporary while retaining the iconic brand colours and story of heritage and craftmanship that consumers know and love.
For over a century, this dedication to uncompromising quality has solidified Barry’s Tea’s reputation for exceptional taste, consistent flavour, and a truly superior tea experience.
36. Alpro
Alpro Plant Protein is here for Ireland’s early risers, offering a delicious plant-based way to start their mornings. Whether you are up for a sunrise workout or determined to clear your to-do list before 9am, Alpro’s high protein drinks and plant-based pot provide a tasty protein boost to your daily intake, all from plants.
The range features the new Banana Cookie flavour (200g), a smooth, satisfying, spoonable plant-based pot, alongside popular favourites like Mixed Berries and Tropical Fruit. For those on the move, the Chocolate flavour and Original (750ml) drinks deliver a delicious, dairy free protein hit wherever the day takes you. Whatever your morning routine, Alpro makes it easy to start your day like a champion.
We launched the Alpro Summer of Running series in Herbert Park on Saturday 28 June with the Happy Feet Run Club. Under sunny skies, we kicked off the day with exercise and plenty of delicious Alpro samples to share.
Upcoming Runs and Festivals:
• 22 July: Parkwest Night Run
• 26 July: Happy Feet Run
• 9 August: Happy Feet Run
• 23 August: Happy Feet Run
There is something for everyone, whether you are new to running or already a seasoned pro. Get involved and join us!
Every event is free to join and open to all levels. Participants can enjoy Alpro High Protein samples to support their fitness goals, along with refreshing Alpro smoothies at select runs. We’re looking forward to seeing you there!
Rich in protein, which contributes to the growth and maintenance of muscle mass. A varied, balanced diet and a healthy lifestyle is recommended for good health.
37. Green Isle
For more than six decades, Green Isle has been a trusted name in Ireland, making mealtime easy and delicious. Whether it’s classic garden peas, vibrant stir-fry mixes, or golden roast potatoes, Green Isle takes the guesswork out of good food choices, so you can feel like a champion in the kitchen.
Green Isle has launched a new range of delicious and convenient vegetable sides, perfect for taking the stress out of mealtimes. With these new additions, Green Isle is helping busy Irish families to save time, while serving up nutritious delicious meals that everyone will love!
There are three new delicious vegetable sides to choose from Ready Roasted Vegetables with Lightly Seasoned Potato, Penne Pasta and Vegetables with a Light Italian-Style Seasoning and Ready Chargrilled Vegetables with Lightly Seasoned Potato.
Green Isle ambassador and mum of two, Derval O’Rourke, praised the new range, said: “As a busy mum, I always choose Green Isle. Their fruit and vegetables are picked at their peak and frozen at their freshest, locking in nutrition. I need good food that’s quick, and with Green Isle, goodness has never been so handy.”
Mairéad Walsh, Green Isle’s marketing manager, added, “We know how hectic family life can be, and we’re delighted to offer new solutions that take the stress out of mealtimes. Responding to consumer feedback, we have been working hard to perfect our new range of vegetable sides which are all about saving time without compromising on flavour or nutrition. With no chopping, peeling, or slicing needed, parents can feel proud serving up delicious, wholesome meals that the whole family will enjoy.”
Green Isle’s new range is now available in freezer aisles nationwide, retailing at €4.00 per pack. Find them in the freezer aisle.
38. Lucozade
Lucozade is delighted to be included once again in the Kantar Top 100 Brands report. It’s been an exceptional year for the brand and we are currently living with our biggest ever summer campaign.
‘Thirsty for Summer Energy’ is a high-energy consumer competition that is giving Irish consumers the chance to win incredible prizes every single week. It is an engaging campaign that is driving interaction with the brand and ultimately, associating Lucozade Energy with the feel-good moments of Summer.
At the heart of this groundbreaking campaign is a collaboration with some of the most talented creatives in the social industry. Lucozade Energy teamed up with renowned director Onur Senturk, whose visually stunning work includes the iconic Game of Thrones: Winter Is Coming teaser. You can check out the exciting social content across all Lucozade social platforms.
“Summer is all about energy, vibrancy, and unforgettable moments—and that’s exactly what we wanted this campaign to embody,” says Michelle Darlington, marketing manager for Lucozade Energy, Zero & Alert. “By collaborating with a brilliant team, we’ve created something bold and engaging that we believe will resonate with our audience and make Lucozade Energy the go-to drink of the season.”
Keep your eyes peeled in store and online for your chance to enter and win some fantastic prizes and experiences.
39. McCambridge
40. Haribo
Haribo remains Ireland’s No. 1 sweets brand, bringing smiles and moments of childlike happiness to consumers across the country.
In a competitive market, Haribo continues to outperform delivering a massive 81% of all sweets share bag unit growth year-to-date, making it the driving force behind growth in the category.
Haribo’s leadership is not only clear, it’s unmatched. The brand sells double the amount of its nearest competitor, The Natural Confectionery Company, reinforcing its dominance in value sales within the branded share bag segment.
Beloved by families nationwide, Haribo’s products are consistently among Ireland’s top sellers. With three out of the Top 10 branded share bags, favourites like Starmix, Tangfastics, and Supermix continue to win the hearts of consumers seeking quality, taste, and fun
Haribo’s success lies in its unbeatable combination of iconic products, trusted quality, and innovation. Alongside its core range, Haribo introduces exciting new sweets that delight shoppers with fresh flavours and textures, adding even more variety to an already winning portfolio.
As seasonal moments like Easter, Halloween, and Christmas roll around, Haribo’s festive range brings a playful, celebratory spirit to shelves. With formats perfect for sharing, gifting, or enjoying solo, Haribo ensures sweet memories are made all year round.
Whether it’s a classic favourite or a new discovery, Haribo continues to deliver more than just sweets, it delivers happiness in every bite.
41. Glenisk
As Ireland’s leading organic dairy brand, Glenisk blends four generations of family wisdom with a modern commitment to health, sustainability and taste. For over 30 years, this family-owned Offaly company has been crafting premium organic yogurt using fresh Irish milk and live cultures, always guided by a simple promise: Nothing Artificial, Ever.
Glenisk has earned the trust of Irish households by staying true to its values and evolving alongside its consumers. Its broad range includes Organic Bio Yogurts for the whole family, indulgent Greek Style varieties and innovative High Protein Irish Strained Yogurts designed to support strength and wellness with clean, food-first nutrition, without powders or gimmicks, just real food.
Glenisk is also a leader in dairy for young families, offering Added-Sugar-Free yogurt lines for babies and children to help establish healthy habits from the start. With the addition of lactose-free and fortified protein formats, Glenisk continues to serve every life stage, combining nutrition, simplicity and satisfaction.
Deeply rooted in the Irish landscape, Glenisk champions sustainable organic farming and climate-conscious practices across its operations. The brand’s Innovation Centre, rebuilt after a devastating fire in 2021, now serves as a beacon of resilience and creativity, inspiring Glenisk’s next chapter of product development and community engagement.
From the farm to the fridge, Glenisk is dedicated to better dairy crafted with integrity, made with care and trusted by generations.
42. Activia
Activia Fibre Walnut Oats 4 Pots Pack
Activia being named as one of Kantar’s Top 100 brands is a proud moment and a meaningful acknowledgement to the dedication and effort our teams have put into the brand. This recognition highlights our ongoing commitment to delivering high-quality products that meet the needs of today’s consumers, particularly in areas such as health and nutrition.
Over the past year, we have focused on developing new and improved dairy offerings as the #1 yoghurt brand Activia, offering functional support in terms of gut health for Irish consumers. This reflects Activia’s desire to be a trusted choice for families and individuals looking for healthier options that don’t compromise on taste.
Made with only carefully selected fruits along with billions of live cultures. Then fermented for 8 hours so our unique blend of five ferments have time to do their work. Helping to create a smooth and creamy yogurt that’s irresistible. At Activia we’ve always been passionate about gut health with a wide range of options to choose from, so whether it’s our delicious fruit range, our smooth and creamy no added sugars, 0% fat yogurt or our Fibre Breakfast range why not start your day with Activia.
43. Kinder
44. Lyons Tea
45. Hellmann’s
46. Mc Cain
47. Lenor
48. Hovis
49. Dove
50. L’Oreal Paris
51. Fyffes
Placing at No. 51 in Ireland’s Top 100 Brands is a fitting recognition for Fyffes, one of the country’s most enduring and iconic names. With roots dating back to 1888, Fyffes has grown from a pioneering fruit importer into a household name synonymous with freshness, reliability, and innovation.
For generations, the distinctive blue Fyffes label has been a familiar sight in kitchens and lunchboxes across Ireland. But behind the simplicity of a banana lies a complex, global operation built on rigorous quality standards, ethical sourcing, and a deep commitment to sustainability. From tropical farms to local shelves, Fyffes manages every step of the journey with care and precision.
Over the years, the brand has evolved while maintaining its core values. Fyffes continues to invest in sustainability environmental initiatives, worker welfare and human rights, and community development across Latin America. across its supply chains. This commitment is matched by a strategic focus on embrace of technology and innovation, ensuring the company remains competitive in a rapidly changing food landscape.
Fyffes’ placement in the Top 100 is not just a celebration of past achievements, but a reflection of its relevance today. Whether through new product offerings, educational partnerships, or environmental stewardship, the brand demonstrates how a legacy business can adapt with purpose.
With a strong identity, deep consumer trust, and a forward-looking approach, Fyffes remains not just a staple in Irish homes, but a leader in the global produce industry.
52. Santa Rita
Santa Rita is delighted to not only be the first wine brand to secure a position in Ireland’s prestigious Kantar Top 100 Brands in the grocery sector, but to have risen from outside the Top 100 to a remarkable 52nd place in two years and be one of only two alcohol brands included in this ranking. This recognition serves as a testament to the collective effort, dedication, sustained input, and strategic initiatives that have positioned Santa Rita 120 as the number one wine brand in Ireland.
Building on this momentum, Santa Rita 120’s summer marketing campaign is now in full swing, running from June through to September 2025. The activation features high-impact outdoor advertising, in-store visibility via gondola ends and neck collars, and a major national consumer competition.
The headline promotion, Santa Rita 120 Hours Experience, offers consumers the chance to win a once-in-a-lifetime trip to Easter Island, including flights, accommodation, meals, and curated activities, deepening customer engagement within the sector.
With the summer season well underway, Santa Rita 120 offers a great range to match every occasion. The 120 Coastal Sauvignon Blanc, from Chile’s Leyda and Casablanca valleys, delivers bright citrus notes, crisp green apple, and a refreshing saline edge. For fans of fuller-bodied red wines, the 120 Deep Red blends Cabernet Franc, Cabernet Sauvignon, and Carménère, offering rich dark fruit and herbal complexity, making it perfect for barbecue pairings. Meanwhile, the 120 Zero% Sauvignon Blanc presents a refreshing, alcohol-free alternative for more mindful enjoyment.
53. Koka
54. Walkers
55. Connacht Gold
Connacht Gold and sourdough bread
Connacht Gold butter is a staple of Irish kitchens, celebrated for its rich heritage, quality, and innovation. Founded in 1897, Connacht Gold has grown from humble roots in the dairies of the western seaboard to become one of Ireland’s most trusted dairy brands, supported by almost 1,000 farming families. The brand’s commitment to authenticity is at the heart of its enduring appeal, ensuring that each pack delivers the taste of honest, simple food – just like it used to be.
A standout in Connacht Gold’s range is its Connacht Gold Half Fat Butter, a unique product that has led the market for over 30 years as Ireland’s only half fat, real butter. This innovation, developed in response to consumer preferences, offers all the taste of traditional butter with half the fat, making it a favourite for health-conscious shoppers without compromising on flavour. Connacht Gold Spreadable Butter is also praised for its creamy texture and ease of use, blending real butter with rapeseed oil for effortless spreading on fresh bread. Connacht Gold Softer Butter is pure creamery butter, but in the convenience of a tub.
The brand’s excellence is underscored by its recent triumph at the 2024 Great Taste Awards, where Connacht Gold Pure Irish Butter received two stars for its creamy, perfectly salted finish, while the Softer and Half Fat butters were commended for their flavour and spreadability straight from the fridge. Available in all major retailers, Connacht Gold continues to set the standard for Irish dairy, blending tradition, innovation, and unbeatable taste for today’s consumers.
56. Wrigley’s
Extra Peppermint
57. Erin
58. Chef
59. Irish Yogurts
60. Aero
61. Andrex
Family-favourite Andrex is making waves in the toilet tissue category, continuing to set the standard with its remarkable growth and innovative offerings. Known for its high-quality, premium products, Andrex has recently drawn in 900,000 new shoppers who trust the brand to deliver excellence every day.
The Ultimate Quilts variant continues to pull in new customers, with the addition of range extensions including Aloe Vera and Vanilla & Sandalwood offering comfort with added care. In 2025, the range will evolve again with the launch of a Midnight Ylang & Amber fragranced limited edition, bringing a subtle fragrance-led twist to a household staple.
Andrex is also innovating in the wipes segment. The refreshed Ultimate Fresh Hygiene Wipes now feature odour-neutralising technology, and the launch of new Extra-Large sheets ensure added confidence for those seeking an even more confident clean.
The spirit of innovation is also seen in the groundbreaking Andrex “Get Comfortable” brand platform, which reveals the truth that too many Brits are held back by their prudery and embarrassment about going to the toilet. The campaign, which includes the ‘first office poo’ encourages conversations around hygiene head-on with creative, relatable and empathetic messaging.
As the category evolves, Andrex is showing how thoughtful innovation and clear purpose can energise the aisle and deepen connections with today’s shoppers. In 2026, the brand will continue to raise the bar for the category through exciting innovations that push the boundaries of intimate skin care and advance consumer expectations.
62. Killeen
63. Bisto
64. Charleville
With a heritage dating back to 1912, Charleville cheese remains the top choice for Irish consumers, being purchased by over one-third of Irish households.
The year 2025 marked a significant milestone for Charleville as it introduced 100% recyclable packaging across its grated and sliced cheese range. Additionally, Charleville ventured into the added-value cheese segment with a new range of high-protein cheeses, catering to the growing consumer demand for high-protein natural foods.
This launch has been bolstered by in-store communications, sampling, extensive press campaigns, and collaborations with high-profile influencers.
65. Club
For nearly a century, Club has been delighting taste buds across Ireland with its bold, zesty flavours and unmistakable fizz. An iconic Irish brand and a proud member of Love Irish Food, Club has earned its place as the number one citrus carbonated soft drink in the country, and for good reason.
With three classic flavours, Orange, Lemon, and the uniquely Irish Rock Shandy, Club offers a refreshing burst of citrus that generations have grown up loving. Whether it’s the nostalgic pop of a Club Orange or the tangy twist of Lemon, there’s a flavour for every palate and every moment.
Club has evolved with the times, offering both original sugar and sugar-free options to suit all lifestyles, without compromising on the bold taste fans adore. Loved by all age groups, Club continues to bring people together, from sunny picnics to family dinners and everything in between.
More than just a drink, Club is a part of Irish culture, a fizzy companion to life’s everyday celebrations. So, crack open a can, take a sip, and taste the citrusy joy that’s been refreshing Ireland for generations.
66. Pepsi
Pepsi Max is Ireland’s best-tasting, fastest-growing cola brand thanks to its bold, zero-sugar formula. 73% of Irish consumers prefer its taste—in a blind taste test, 73% chose Pepsi Max over the leading full-sugar cola.
As a 127-year-old global icon, Pepsi’s heritage is woven into pop culture. Under the global “Thirsty For More” platform, Pepsi energises fans worldwide via partnerships such as UEFA Champions League and EA Sports.
With ‘Maximum Taste, No Sugar’ at its core, Pepsi Max proves that zero sugar and great flavour are a winning formula.
67. Cadbury’s Twirl
68. Dr. Oetker
Dr. Oetker are delighted to be ranked 68th in Kantar’s Top 100 Masterbrand’s 2025. This is great recognition for the consistent performance of the business. As a pizza manufacturer Dr. Oetker’s sales continued to grow ahead of the category, the category grew at +5%, while Dr. Oetker grew +10% in value sales. As a pizza manufacturer market share grew to 40.6% (vs. 38.8% last year). The Chicago Town Masterbrand sales grew +7% and had a share of 20.8%. The company invested in the Chicago Town Masterbrand having launched the new ‘Feed Your Urge’ campaign in October 2024, with a comprehensive media support plan which included TV, VOD, Out of Home, Cinema, Social, Gaming and Shopper marketing. The Dr. Oetker Pizza brands sales grew + 12% and market share was up to 19.8% (vs 18.4% last year). All sub brands were in sales growth Ristorante +14%, Bistro +4.7%, Pizzinis +20.5% and Bistro +8%. Dr. Oetker invested in the Ristorante Play It campaign and supported this through TV, VOD, Social, Influencer activity and Shopper Marketing. The Dr. Oetker baking brands were in slight sales decline over the period at -3%, however the company continued to invest in the brand through the ‘Bake it Pink’ partnership with Breast Cancer Ireland, social media, brand ambassadors and shopper marketing activity. The Bake it Pink campaign was shortlisted at the Irish Sponsorship Awards 2024 and won Best Consumer PR campaign at the PR Awards 2024.
*Pizza Source: Combined Market Read MAT (w/e 06/10/24), Dunnhumby, Symphony, Talysis, Kantar.
*Baking Source: Combined Market Read MAT (w/e 06/10/24) Dunnhumby, Symphony EYC.
69. Dolmio
70. Old El Paso
71. Schwartz
72. Kellogg’s Corn Flakes
73. Doritos
74. Nature Valley
75. O’Hara’s of Foxford
76. Comfort
77. O’Donnell’s
O’Donnells, Ireland’s most awarded crisps brand, has mastered the art of producing premium-quality, delicious hand-cooked crisps. Since 2010, O’Donnells has captured the hearts of Irish consumers with its superior quality and delectable range of flavours.
This year O’Donnells is honoured to move up five places to the number 77 spot in the Kantar Top 100 brands. O’Donnells holds the esteemed position of being Ireland’s most honoured crisp brand. O’Donnells has garnered 12 esteemed awards, including four Great Taste Awards, three Irish Quality Food Awards and five Free From Food Awards. These prestigious accolades serve as a testament to the exceptional quality offered by O’Donnells.
O’Donnells continues to feature on the national airwaves with lunchtime sponsorship on Today FM, running weekdays from 12pm – 2pm, building mental availability during the lunchtime snacking occasion.
For summer gatherings with friends and social dining experiences, O’Donnells crisps are the ultimate choice for food enthusiasts.
As always, O’Donnells crisps are gluten-free and suitable for vegetarians, with no artificial colours or flavours and no MSG/GM ingredients.
78. John West
Anne-Claire Monde, head of marketing Ireland, Irish Seafood Investment Ltd t/a John West Ireland
Q: How is John West helping to lead innovation within the category
A: John West continues to lead the way in innovation by focusing on delivering products that are both tasty and convenient—a unique combination that no other brand in the category is offering at the same scale. This relentless focus has positioned us as a category growth driver, responding directly to evolving consumer needs while raising the bar for quality and accessibility.
Q: Can you share some highlights of your recent NPDs and the thinking behind them?
A: Our latest launch, the John West Protein Salads, taps into the growing consumer demand for high-protein, ready-to-eat meals. Tuna, naturally rich in high-quality protein—especially leucine, which plays a key role in muscle synthesis—makes it an ideal hero ingredient. These salads are not only nutritionally powerful but also designed with convenience and taste in mind, perfectly aligning with modern eating habits.
At John West, we thrive on pushing boundaries. For the second half of 2025, we’re excited to launch a range of premium innovations designed to capture a slice of the high-value segment — a space that makes up around 10% of the category.
Q: John West’s Féile campaign has become a strong brand moment each year. What makes this campaign so successful, and how does it reflect your brand values?
A: This year marks the 10th anniversary of our partnership with Féile, and it’s a campaign we’re incredibly proud of. John West Féile embodies many of the same values we champion as a brand: resilience, camaraderie, fun, and personal growth. Through this collaboration, young athletes gain essential life skills, while we support them by bringing the nutritional fuel they need to perform and thrive. It’s a celebration of youth, community, and nourishment—true to John West’s core.
Q: What role does in-store activation play in your wider marketing strategy?
A: In-store activation plays a critical role in our strategy. Retail media and on-shelf visibility are key to capturing shoppers during the all-important lunch mission. We focus on disruption—cutting through the noise at point of purchase—to inspire trial and drive conversion. The results speak for themselves: we’re seeing consistent increases in household penetration and frequency of purchase.
Q: With consumer interest in health, convenience, and sustainability on the rise, how is John West ensuring it stays relevant and ahead of the curve?
A: Staying ahead means investing in the future of nutrition. John West has recently established a new R&D and Nutrition Centre in Wageningen, Netherlands, which allows us to deepen our expertise and continually refine our product portfolio. We’re actively monitoring the nutritional profile of our products and expanding our innovation pipeline to meet evolving needs—not just for lunch, but across emerging new consumption occasions. Health, convenience, and sustainability are embedded in every decision we make.
Q: Looking ahead, what are your marketing priorities for the next 12 months – and how do you see the category continuing to evolve?
A: The ambient fish category remains one of the few in growth within grocery, and we’re focused on maintaining momentum through bold, relevant marketing and product innovation. We see continued polarisation within the category: private label continues to serve the value segment, while premium offerings are gaining ground with more discerning consumers. Our priority is to strengthen our brand leadership by playing at both ends—delivering value and quality, without compromise.
79. Odlums
80. Weetabix
81. Heineken
82. Cadbury’s Wispa
83. Cully & Sully
84. Nivea
85. Ballygowan
Ballygowan IRFU brand ambassadors Béibhinn Parsons and Joe McCarthy
It has been a busy first half of the year for Ballygowan, particularly from a sports sponsorship perspective. Ballygowan ran a special on-pack featuring IRFU brand ambassadors Béibhinn Parsons and Joe McCarthy which coincided with both the men’s and women’s Six Nations tournaments. It is a big summer for Joe as he embarks on his first Lions tour in Australia while September will see Béibhinn travelling to the UK for the women’s Rugby World Cup. Ballygowan also continued its support of GAA this summer with a number of sponsored teams progressing to the knockout stages of the All-Ireland Championship. Ballygowan is the official hydration partner to Dublin, Kerry, Armagh, Limerick, Cork, Kilkenny, Kildare, Derry and Westmeath,
Ballygowan’s fruity sub brand ‘Ballygowan Hint of Fruit’ is going from strength to strength with a record period of sales so far this summer. The brand continues to innovate in order to meet the increased consumer demand for sugar free, flavoured water and the latest ‘lightly sparking’ range is growing rapidly in distribution. This latest range is available in both impulse and take home SKUs and is available in three flavours (Orange, Summer Fruits and Strawberry) and is sugar free and lightly sparkling.
86. Philadelphia
87. Glenilen Farm
88. Sensodyne
89. Nicky
90. Actimel
91. Maltesers
92. Galtee
93. Premier Dairies
Premier Dairies has been serving Irish households with high-quality milk since 1966. As part of the Tirlán family of brands, Premier Dairies is committed to quality and sustainability, offering products that are quality-tested to guarantee freshness in every drop.
94. Kerrygold
A symbol of national pride at home, Kerrygold, Ireland’s most successful food brand, has been enjoyed by food lovers around the world for more than sixty years. A symbol of national pride at home, its international popularity is deeply connected to the community of Irish dairy farming families who produce it. Known for its premium quality and superior taste, Kerrygold has been a centerpiece in family homes for generations.
Made in Ireland with milk from grass-fed Irish cows, it’s this natural goodness that gives Kerrygold its rich, creamy taste. Thanks to its unmistakable quality, Kerrygold has grown into a globally loved brand.
Kerrygold remains the best loved butter brand for Irish consumers, who value its consistent taste, trusted quality, and the exceptional experience it brings to every occasion.
As the needs of Irish households evolve, Kerrygold’s focus on innovation ensures the brand stays in step with emerging trends, blending trusted quality with exciting new flavours and formats. Last year marked a milestone with the launch of Kerrygold Cream Cheese in Ireland. Available in three delicious flavours, the range brings added enjoyment to everyday meals and is perfect for elevated snacking.
Kerrygold also introduced the 100g Salted and Garlic & Herb Butter Stick, a convenient format offering more choice. Kerrygold Spreadable is now available in a handy 200g pack, ideal for smaller households.
With more product innovations on the horizon, Kerrygold continues to grow from strength to strength at home, with a bright future ahead.
95. Always
96. Kleenex
97. Innocent
98. Sure
99. Kilmeadan
With over 50 years’ experience, Kilmeaden has truly perfected the craft of cheddar. Like many of the finer things in life, cheddar naturally improves with maturity, that’s why our Fillet of Cheddar is slowly matured for many months. Taste Kilmeaden and discover for yourself our famous award-winning craft and flavour.
100. Domestos
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