Top of the class
As summer draws to a close, parents turn their attention to one of the busiest retail periods of the year: back-to-school season. ShelfLife reports
Print17 July 2026
Despite the summer holidays and juggling the demand of keeping children entertained, many parents are already looking ahead to the new school year. Soon, shoppers will be filling their baskets with lunchbox and breakfast essentials that are both convenient and nutritious. From snacks and drinks to quick cereal breakfast solutions, brands that meet the demands of busy school days offer retailers the opportunity to position themselves as a one-stop shop for term-time essentials.
Stationery also remains a dependable sales driver during the back-to-school and college season. From pens, notebooks and backpacks to calculators and tech accessories, consumers are looking for products that combine functionality, value and sustainability, creating opportunities for brands and retailers to drive both in-store and online sales.
Back-to-school spending helped drive take-home grocery sales up by 6.1% in the four weeks to 7 September 2025, according to Worldpanel by Numerator. As families prepared for the new term, store visits increased by 0.7%, with shoppers spending an additional €68.8 million on groceries compared with the same period the previous year.
Lunchbox staples were among the strongest-performing categories. During the four weeks, shoppers spent an additional €5.3 million on sweet bakery products, fresh fruit, breakfast cereals and porridge, savoury snacks and yoghurt. Convenience also remained a priority, with spending on fresh and frozen ready meals and cooking sauces increasing by €1.6 million year on year.
However, retailers and brands must also recognise the financial pressures many families face. Barnardo’s’ The Real Cost of School in Ireland 2025 report highlights the growing burden of school-related expenses, including uniforms, stationery, voluntary contributions and digital learning devices, making affordability a key consideration for many households.
Promotions, multi-buy offers, value packs, and own-brand alternatives can help families stretch their budgets while encouraging larger basket sizes. Retailers that balance value with quality across nutritious breakfast and lunchbox staples, stationery, and everyday essentials will be well positioned to meet shoppers’ needs and maximise sales throughout the back-to-school season.
New Ribena Summer Fruits – A berry brilliant addition to the Ribena range
Ribena Summer Fruits
New from Ireland’s number one Ready to Drink (RTD) Juice Drink Brand*, Ribena Summer Fruits is a ‘delicious’ blend that feels like an instant classic, bursting with fruity flavour and a touch of nostalgia. Built on the strength and heritage of the Ribena brand, it offers a refreshing new flavour for consumers looking to enjoy something different from a brand they know and trust.
Available in 250ml Cartons, 500ml RTD and 850ml Squash formats, Ribena Summer Fruits caters to a range of consumption occasions. From convenient on-the-go refreshment to sharing moments at home, the range offers versatility across multiple shopper missions.
Its eye-catching packaging and distinctive flavour profile help create a strong stand-out on shelf, attracting new shoppers into the Ribena portfolio while encouraging existing consumers to explore more of the range. Strong visibility in branded displays and key fixture locations can help maximise awareness, trial and conversion.
For retailers, new Ribena Summer Fruits combines trusted brand equity, broad consumer appeal and format versatility, making it a valuable addition to the soft drinks fixture. The launch further strengthens the Ribena portfolio with a flavour-led innovation designed to recruit new shoppers and drive excitement within the category.
Uniquely, the entire Ribena range provides 100% of the recommended daily intake of Vitamin C**, offering a compelling point of difference within the category.
*Source: NielsenIQ ROI Total Scantrack Volume Impulse MAT 14.6.2026.
*Per 250ml serving. Based on the adult Reference Intake (RI) for Vitamin C.
Biotiful fuels back-to-school gut health
Biotiful gut health kefir drink
As back-to-school approaches, parents will be thinking about nourishing breakfasts, healthy snacks, and how best to support their little one’s immune system across the winter months. Ireland’s fastest-growing Kefir brand, Biotiful Gut Health, is perfectly positioned to cater to the whole family’s needs, with a range of naturally delicious Kefir products accessible to everyone.
Biotiful Kefir is made with natural ingredients, packed with billions of live cultures and crafted with high-quality milk to support Gut Health and immunity, in a naturally delicious way. Supporting a healthy gut microbiome plays a big role in keeping the whole family healthy, energised and feeling their best – what everyone needs for those busy school days.
Irish families are increasingly aware of the link between Gut Health and overall well-being, as reflected in the brand’s growth in the Irish market. Biotiful is now the fastest-growing brand in Ireland by over 74% (Nielsen, Total IE, 12 weeks to 14/06/26).
Their Spoonable Kefir Yogurts are the perfect addition to a school lunchbox or topped with granola and fruit for a filling start to the day. While their award-winning Kefir Drinks are perfect for a nutritious after-school snack.
The Biotiful Gut Health range is available across Ireland in major retailers including Dunnes Stores, SuperValu, and Tesco.
Kellogg’s: Powering back-to-school breakfasts
Pokémon 4 packs to discover
Kellogg’s Corn Flakes
As families prepare for the back-to-school rush, Kellogg’s is helping make busy mornings simpler, tastier and more fun. As Ireland’s number one cereal manufacturer¹, Kellogg’s continues to play a trusted role at the breakfast table, with much-loved favourites including Kellogg’s Corn Flakes, Rice Krispies and Coco Pops remaining staples for generations of shoppers.
This season, Kellogg’s is bringing added excitement to the aisle through its partnership with Pokémon. The latest launch sees the arrival of Kellogg’s Pokémon Cereal, a non-HFSS chocolate-flavoured wheat and maize cereal fortified with vitamins. With four collectable packs featuring Pikachu, Bulbasaur, Charmander and Squirtle, the collaboration blends Kellogg’s breakfast heritage with Pokémon’s world of adventure.
Building on the launch, Kellogg’s is also giving consumers the chance to win limited-edition Kellogg’s Pokémon merchandise throughout the back-to-school season. Shoppers simply scan the QR code on pack to enter and discover more.
For retailers, the combined launch and promotion offer a compelling opportunity to drive shopper engagement, excitement, and category growth during one of retail’s busiest seasonal periods.
¹ Nielsen Scan Track, L52 weeks to 14 June 2026.
TUC crunches into back-to-school
Jacob’s TUC New Cheese Flavour
TUC is one of the easiest lunchbox staples for parents to build around. Pair TUC Cheese with grapes and a cheese slice, dip into the TUC Mini Boxes or stack it with ham for a no-fuss mini sandwich swap. As lunchboxes get reloaded for September, TUC is proving that the best snacks don’t need sugar to win a kid’s approval; all they need is crunch.
For parents, it’s the small things that add up: individually wrapped packs that make assembling lunches faster, and TUC Snackpacks that solve two headaches at once, siblings who won’t share, and school mornings that never have enough time.
TUC has earned its spot in Irish lunchboxes for one reason: that satisfying crunch kids crave, across a flavour range built for every taste – Sweet Chilli, Bacon, Sour Cream & Onion. And this year, there’s a genuine first for the range: TUC Cheese, launched in collaboration with Illumination’s Minions and Monsters, bringing the cracker’s signature bite together with the cheese flavour kids have always loved.
A family favourite for restaurant-quality pizzas at home
Pizza da Piero 4 Mini Sourdough Pizza Bases
Pizza de Piero 4 Mini Sourdough Pizza Bases
As families return to school routines, mealtimes become busier, and shoppers look for food that’s quick to prepare, offers good value, and doesn’t compromise on quality. Pizza da Piero’s popular mini sourdough pizza bases have long been a favourite with families looking to create restaurant-quality pizzas at home, and the launch of new compact packaging makes them even more convenient for both retailers and consumers.
Developed following investment in new packing technology at the company’s Rathcoole, Co. Dublin bakery, the refreshed pack of four 5” mini bases uses less packaging, takes up less space on the shelf, and is easier for shoppers to store in the fridge or freezer. It’s a simple improvement that benefits everyone, from retailers managing valuable chilled space to families looking for quick, stress-free meal solutions.
Founded by husband-and-wife team Gianpiero de Vallier and Clíona Swan in 2007, Pizza da Piero was the first company to introduce fresh artisan-style sourdough pizza bases to the Irish retail market. Almost 20 years later, the family-run business continues to build on that success through continuous investment while remaining true to the quality and authenticity that have earned strong customer loyalty.
Made fresh daily using a traditional slow-fermented sourdough process and simple natural ingredients, Pizza da Piero’s stone-baked bases contain no preservatives or additives and are dairy-free and suitable for vegans. Ready in less than five minutes, they’re ideal for lunchboxes, after-school meals, quick family dinners and air-fryer pizzas, helping consumers enjoy authentic, restaurant-quality food at home with minimal effort.
The new packaging also highlights the product’s nutritional benefits more clearly for shoppers. Each mini base contains 5g of protein and just 130 calories, while the larger 12” bases contain 13.9g of protein and 365 calories, giving consumers another reason to choose Pizza da Piero when looking for lighter meal options that don’t compromise on taste.
The mini range is currently available in Dunnes Stores and independent retailers, with further expansion planned this autumn, with an RRP of €3.99. The launch is being supported by a nationwide consumer campaign featuring PR, recipe content, collaborations, competitions, and retailer promotions designed to build awareness and drive shoppers into stores.
Pizza da Piero large sourdough pizza bases and sauce are available nationwide in Dunnes Stores, Tesco, SuperValu, and independent retailers, with an RRP of €3.99 and €3.49, respectively.
For enquiries, contact Bob Tyrrell at bob@pizzadapiero.ie
For more information, visit www.pizzadapiero.ie.
McCain makes back-to-school mealtimes easier
As families settle back into school routines, frozen food plays an important role in helping make mealtimes easier, offering reliable solutions for busy weekdays. McCain’s core range is well placed here, offering familiar favourites that deliver on both taste and convenience.
Home Chips and Crispy French Fries continue to perform strongly thanks to their versatility across midweek meals. Affordable and simple to prepare, they take the pressure out of midweek cooking while bringing everyone together around the dinner table.
Potato Smiles are another standout, particularly with younger families. Their iconic shape and great taste make them a popular choice for parents looking to add a touch of fun to everyday meals.
Frozen also offers added reassurance during this busy time of year. A longer shelf life gives shoppers greater flexibility throughout the week, helping them plan, reduce food waste, and cut down on extra shopping trips.
Overall, McCain’s core range continues to meet the needs of time-pressed parents seeking trusted, crowd-pleasing options that make family mealtimes simpler, more enjoyable and more convenient when the school term returns.
Yoplait’s Petit Filous Greek Style Pouch
Petit Filous Greek Style Thick & Creamy 4 pack
Fortified with calcium and vitamin D, Yoplait’s Petit Filous Greek Style Pouches are the perfect back-to-school lunch essential for kids on the go.
Designed with convenience in mind, the pouches can also be kept out of the fridge for up to eight hours, making them ideal for lunchboxes.
These versatile pouches aim to meet the growing demand for more nutritious snacks for children from a young age and come in two ‘kid approved’ flavours of Vanilla and Strawberry.
Each multipack contains four x 85g pouches with an RRP of €3.49 per multipack or individually at .99 cents per pouch. Available in all main retailers this summer, including Tesco and Dunnes Stores. Aldi and SuperValu.
Last year, Yoplait announced details of a new reformulated recipe for its leading kids’ brands, Frubes and Petits Filous, to ensure that its products are even healthier yet still retain the same delicious taste.
Since 2015, Yoplait has improved the health credentials of its kids’ portfolio globally by reducing sugar by 25%.
Back-to-school demand drives opportunity for Carroll’s of Tullamore ‘Biggest Ever Big Family Packs’
Carroll’s of Tullamore Traditional Ham (25 slices) and Crumbed Ham (25 slices)
The back-to-school period is one of the busiest shopping occasions of the year, with families looking for products that offer convenience, versatility and value as they return to packed lunches and busy weekly routines. For you, it also presents a key opportunity to drive growth within the sliced cooked meats category.
Carroll’s of Tullamore is Ireland’s number one sliced cooked meats brand by volume* and the country’s number two poultry brand by value*. The brand is also significantly outperforming the category with value growth of over 24% versus the category at 0%, alongside volume growth of +16% compared with a category decline of less than 5%.* This sustained performance reflects the strong trust Irish shoppers place in the Carroll’s brand and its ability to meet evolving consumer needs.
Building on this momentum, Carroll’s has introduced its ‘Biggest Ever Big Family Packs’, developed to meet growing demand for larger, value-led formats that deliver greater convenience and value for today’s families while helping retailers drive incremental sales within the category.
Available in Traditional Ham and Crumbed Ham, these bigger packs are made using 100% Bord Bia Quality Assured Irish pork and expertly prepared in Tullamore. With an average of 25 slices per pack, they provide a practical solution for busy households, helping shoppers get more from every purchase while offering retailers a strong back-to-school proposition.
The large packs are designed to suit a variety of eating occasions throughout the week from lunchboxes, after-school snacks to quick midweek meals. As consumers continue to seek products that combine quality with everyday value, larger pack formats are becoming an increasingly important part of the category.
Since 1979, Carroll’s of Tullamore has been producing quality sliced cooked meats in the heart of Ireland, combining trusted heritage with continued innovation to meet evolving shopper needs. The launch of its 400g ‘Biggest Ever Pack’ in its ‘Big Family Pack’ range is another step in delivering products that offer both convenience and value without compromising on quality.
With strong category performance, trusted Irish provenance and products designed around real family mealtimes, Carroll’s of Tullamore is well positioned to help you make the most of the back-to-school season.
Sources: Kantar Worldpanel 52 w/e 14.06.26.
Reach Stationery has back-to-school covered
Milan Flowicorn Combo
Casio Calculator Blu
Pastel Strip Mesh A5+ 5pk
Staedtler School Set
Reach Stationery is one of Ireland’s leading stationery wholesalers, supplying an extensive range of products to retailers throughout the country. Along with Reach’s own brand, Supreme Stationery, the company also distributes a full range of other leading brands including Staedtler, Bic, Crayola, Stabilo, Sharpie, Pukka, Aisling, Casio and more.
Reach Stationery has a reputation for excellent customer service, and their nationwide team of Sales Executives is always available to call in to discuss retailer requirements and to advise on how best to prepare for the busy back-to-school period. Their next-day delivery service is a huge advantage for any retailer who finds themselves out of stock of essential lines, while they also offer the option of placing advance orders for delivery at a later date.
Reach Stationery is truly a one-stop shop for all stationery requirements, from school to home and office. Their schools’ range includes all essential classroom resources such as wall charts, notice boards, reward stickers, dictionaries, and a selection of novels for the Leaving Cert and Junior Cert syllabus. The company also carries an impressive range of school bags, lunchware, partyware, hygiene products, and till & visa rolls.
Reach Stationery operates an excellent website, www.reachstationery.ie, making it very easy to browse their extensive list of products. Alternatively, customers can contact their Customer Service team on 023-888 0414 or by email at custservices@reachgroup.ie to place an order or to arrange a call from one of their experienced sales representatives.
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