ShelfLife Magazine - Feb Issue 2022

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

February 2022

Franchise fever

David Zebedee, joint MD of the AIL Group, discusses growth in the franchising business for 2022

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Inflation nation How are the highest annual levels of inflation in 20 years impacting retailers and your customers?

Accommodation woes We examine the knock-on impact of a scarcity of affordable rental properties on Ireland’s staff shortage crisis

CONVENIENCE RETAILING • OFF-TRADE • SUPERMARKETS • NEWSAGENCY • FORECOURT

*Nielsen 18 w/e 4th Apr 2021 V 19 w/e 12th April 2020 V 20 w/e 21st April 2019

6658672_Cadbury_Show you care hide it_Grocer Ad_V2.indd 1

17/01/2022 11:26

OPINION 3

ShelfLife February 2022 Vol. 29 No.2

Is free public transport a better bet than electric cars?

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE REIDY FIONNUALA CAROLAN BARRY WHELAN COLIN GORDON Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation subs@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie

With inflation at a 20-year high, this month’s issue examines how this is affecting you and your customers on page 16. As ShelfLife headed to print, the government had just announced a suite of measures to tackle increases in the cost of living.

These included doubling the energy rebate to €200, cutting public transport fares by 20% and promising a once-off payment of €125 to recipients of the fuel allowance.

While the package went further than expected, it certainly wasn’t met with universal rejoicing. “Tinkering around the edges” of living costs was the Social Democrats’ appraisal of the new package, while the Society of St Vincent de Paul said resources should be used in a more targeted way to benefit those most in need.

Economist David McWilliams recently had a novel (although certainly not new in a global context) idea, that would both slash the cost of living for many as well as helping to meet Ireland’s green objectives. Namely, making urban public transport entirely free for everyone. He calculated that a “green bond” to finance free urban public transport would cost less than €6.6 million per year to service in the first year.

Of course, for this initiative to be successful, public transport would have to become considerably more reliable than it is currently in many instances.

Nevertheless, it’s a good example of ‘thinking outside the box’ - something we’ll need a lot more of to tackle both the rising cost of living and the difficulties many retailers are currently experiencing in finding specialist, trained staff.

For more on this, turn to our feature on page 20.

Gillian Hamill, editor, ShelfLife magazine

Printing W & G Baird Ltd ShelfLife is a controlled circulation magazine, available to selected individuals with interests in the retail and wholesale grocery trade, who fall within the publisher’s terms of control.

For those outside these terms, annual subscription is €98.00 including postage & packing.

Contents February 16

14

32

43

COVER STORY 24

Oasis of Taste: Joint managing director of the AIL Group, David Zebedee discusses growth in the franchising business for 2022

NEWS&ANALYSIS Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18.

A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

4 6 8 10 49 50

News grid Seen and heard Food focus CSNA news NOffLA news Off-trade news

FEATURES&REPORTS 12 Dan White: Sales figures for

Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

Christmas 2021 are emerging and while initially it may seem that there are no great gains on the year before, figures are significantly up from the prepandemic Christmas of 2019

14 Mace store profile: Excellent fresh food standards and customer service at Grandon’s Mace in Glanmire, Co. Cork, have been capped off with an impressive new look for the store

16 Inflation nation: Julia O’Reilly discusses how the rising rate of inflation linked to Brexit, Covid and energy price hikes, is affecting everything from food to wages with only more uncertainty ahead

20 A vicious circle: Fionnuala Carolan speaks to leading recruiters about the staff shortage in the industry aggravated by severe accommodation scarcity

ADVISOR 22 Recruitment 26 HR 28 Marketing

MARKETING& CATEGORY FOCUS 30 32 38 43 46 52

Household paper Protein products Frozen foods Easter Gut health Market movers

4

NEWS

NEWSGRID The top news stories in FMCG RGDATA calls for alcohol licensing system to be streamlined

and retail from across Ireland

1,500 management jobs to be cut in Unilever revamp

In a submission to the Tara Buckley, Department of Justice, director general, RGDATA has called for RGDATA the alcohol licensing system to be simplified and streamlined and for the same rules and regulations to apply to online retailers as bricks and mortar mixed traders. According to the group, retailers have expressed considerable concern about online sales of alcohol to minors and the challenges of enforcing controls in circumstances where the buyer is remote.

For more on this, turn to page 50.

Kantar: Consumers’ pandemic habits remain The latest Kantar figures show that Irish take-home grocery sales declined by 4.5% over the 12 weeks to 23 January 2022 as hospitality opened up again. However, sales still remain 11.2% higher than two years ago.

The figures showed that online grocery sales grew again this month by 3.8%, with consumers spending €5.4 million more than at the same time last year as shoppers embraced delivery services during Covid and the habit has stuck.

Lidl invests €10 million in pay increases Tánaiste Leo Varadkar with Maeve McCleane, director of HR at Lidl Ireland & Northern Ireland

Lidl has announced a €10 million investment in pay increases for its workforce of 6,100 across the island of Ireland with all employees benefitting from an increase from 1 March. This increase is in addition to the retailer’s commitment to pay the new Living Wage rate of €12.90 as recommended by the Living Wage Technical Group back in 2015.

Unilever is to cut some 1,500 management positions globally in an organisational overhaul to become a simpler, more category-focused business. The restructuring will lead to a 15% reduction in senior management roles and 5% reduction in junior management roles. Unilever says it will be organised around five distinct business groups: beauty & wellbeing, personal care, home care, nutrition, and ice cream.

Tesco invests €5m in new Rathfarnham store Tesco Ireland is set to invest €5 million and create 60 new jobs with the opening of its new environmentally friendly store at White Pines, Rathfarnham, Dublin this month. The new locally recruited roles will bring Tesco employment in Dublin to almost 4,000, with over 13,000 employed nationally. White Pines brings the number of Tesco stores in the country to 152. The supermarket will be fully powered by renewable electricity.

Aldi signs lease in Adamstown with Quintain Quintain has reported that Aldi has signed a lease for a 23,000sq ft store in The Crossings, a major urban village development in Adamstown. Construction on the Aldi store has commenced and will be completed by the end of this year. The development of a 40,000 sq ft Tesco store in The Crossings is also underway and will be completed in the same timeline.

New date of 10 March announced for ShelfLife C-Store Awards ShelfLife has announced that the National C-Store Awards will be held on Thursday, 10 March 2022 at Dublin’s Royal Marine Hotel. In association with Cuisine De France and the National Lottery, the ShelfLife C-Store Awards are the only comprehensive and independently judged business accolades for the c-store sector. To attend, please contact Ian Mulvaney or Mark Morgan on 01-2947767 or email ianmulvaney@mediateam.ie or markmorgan@mediateam.ie.

1,600 roles at risk in Tesco UK stores Due to operational changes at its UK stores, Tesco has said that 1,600 jobs are at risk of redundancy in the UK. Night shifts to restock shelves are to be removed and overnight stock replenishment is instead to be moved into the daytime. With some 3,000 vacancies currently, Tesco said it would help affected staff find alternative roles.

Demand for remote work booms: Indeed/OECD study Demand for jobs that allow employees to work from home in Ireland has surged during the pandemic and looks set to continue, according to research conducted by jobs site Indeed and the OECD. Job postings in 20 OECD countries showed searches for jobs in Ireland allowing remote work in December 2021 were six times higher than before the pandemic and posts for remote roles currently four times higher than pre-pandemic. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelflife.ie.

ShelfLife February 2022 | www.shelflife.ie

Ald

6

SEEN AND HEARD

Fisherman’s Friend named title sponsor of Run A Muck for second year Fisherman’s Friend has announced its return as title sponsor of Run A Muck, one of Ireland’s original and most popular obstacle mud run challenges, with a partnership that will include naming rights, branding and sealed sampling opportunities at the 2022 event.

Now in its second year of sponsorship, the mud run, which takes place in Coolcarrigan Estate in Kildare, will be known as Run A Muck with Fisherman’s Friend. The event was cancelled last year due to the pandemic.

The challenge, which first took place in 2010, gives participants the option of taking part in a 5.5km or 11km course, through woodland, bogs, and open terrain of a very varied nature, while encountering more than 50 obstacles.

For a family business that has been making lozenges for over 150 years, the sponsorship reinforces the key brand values – strength, friendship and authenticity.

“I am thrilled that Run a Muck is coming back in 2022, the last event occurred just before the country went into lockdown, so it is refreshing to hear it’s back and even more so that there is appetite for the challenge, with over 75% of tickets already sold,” said Jon White, regional business manager of Fisherman’s Friend.

Fisherman’s Friend is a family business that has been making lozenges for over 150 years

Run a Muck with Fisherman’s Friend is open to those aged 16 years and over, and takes place on 5 March 2022 in Coolcarrigan Estate, Naas, Co. Kildare. Registration is limited in 2022, with the decision to cap the number of participants made largely as a covid precaution, but also to help achieve an optimal experience for everyone involved.

For more information, visit Fisherman’s Friend Ireland on Facebook, Instagram and Twitter: @FishermansFriendIreland or www.runamuckchallenge.ie. Fisherman’s Friend is distributed by Valeo Foods in Ireland.

Healthy eating made easy at Junction 14 Mayfield with new Cali Cali menu

Musgrave MarketPlace raises €110,000 for The Alzheimer Society of Ireland

Eating healthily can be difficult and sometimes inconvenient when shoppers are on the go, but not with Cali Cali’s new menu in Junction 14 Mayfield. The menu offers five ‘Better for You’ options to choose from, each one tastier than the last.

The Cali Cali menu includes dishes such as Peri Peri Loaded Sweet Potato Fries, a Smokey Chipotle Chilli Bowl and a delicious Sriracha Chicken Brioche Bap. As well as being super tasty and convenient, the new menu has been created to provide a healthy, hearty option The Cali Cali menu at Junction for those on the go. All 14 Mayfield offers five ‘Better of the dishes are for You’ options created using Cali Cali’s range of Californian street food inspired sauces and seasonings which are available in retailers nationwide.

Located at the M7 Motorway Service Area, Monasterevin, Co. Kildare, Junction 14 Mayfield is to date, one of the most acclaimed service stations in Ireland and considered by many in the industry as the market leader in forecourt convenience.

For more information, visit www.calicalifoods.com or follow on social media @calicalifoods on Instagram, Facebook and Tik Tok.

Musgrave MarketPlace raised €110,00 for the Alzheimer Society of Ireland throughout 2020 and 2021. This will go towards helping the Alzheimer Society of Ireland provide support services for both families and people with dementia.

The Alzheimer Society of Ireland advocates, empowers, and champions the rights of people living with dementia and their communities to Marta Hliwa, HR business partner, Musgrave quality support and services.

MarketPlace, Amy Vaughan, corporate Covid-19 has had a huge fundraising manager, Alzheimer Society impact on the adults and of Ireland and Thomas Williams, general families who rely on The manager, Musgrave MarketPlace Ballymun Alzheimer Society of Ireland.

Throughout the pandemic, The Alzheimer Society of Ireland has continued to provide essential support with home care services, dementia advisers, a national helpline, and online family carer training.

Musgrave MarketPlace has had a strong partnership with The Alzheimer Society of Ireland for two years, raising €48,000 in 2020 and €62,000 in 2021. Overall Musgrave MarketPlace has raised over €300,000 for its charity partners since 2017.

Over the past two years, due to Covid-19, colleagues were faced with the challenge of continuing to fundraise and raise awareness in new and innovative ways, with extra precautions taken to ensure the safety of all colleagues and customers. Colleagues got creative organising virtual coffee mornings, a cyber cycle, online games, bucket collections, and even an online fitness distance challenge amongst the seven Musgrave MarketPlace branches nationwide.

“I would like to thank the Musgrave MarketPlace team who put a huge amount of time and effort into raising these much-needed funds for The Alzheimer Society of Ireland,” said Michael McCormack, managing director at Musgrave MarketPlace. “Throughout the pandemic, we have seen the amazing work they do to support both families and people with dementia.” n

ShelfLife February 2022 | www.shelflife.ie

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8

FOOD FOCUS

Joyce’s Supermarkets launches new healthy school lunchbox initiative

Nestlé announces plan to tackle child labour risks Nestlé is introducing a new plan to tackle child labour risks in cocoa production, centered around an innovative ‘income accelerator’ programme. This aims to improve the livelihoods of cocoa-farming families, while also advancing regenerative agriculture practices and gender equality. A cash incentive will be paid directly to cocoa-farming households for certain activities such as enrolment of children in school and pruning among several others.

Nestlé’s new plan also supports the company’s work to transform its global sourcing of cocoa to achieve full traceability and segregation for its cocoa products. As Nestlé continues to expand its cocoa sustainability efforts, the company plans to invest a total of CHF 1.3 billion (€1.25 billion) by 2030, more than tripling its current annual investment.

With Nestlé’s new approach, cocoafarming families will now be rewarded not only for the quantity and quality of cocoa beans they produce but also for the benefits they provide to the environment and local communities. These incentives are on top of the premium introduced by the governments of Côte d’Ivoire and Ghana that Nestlé pays

Nestlé is incentivising school enrolment for all children in the household aged 6-16 of cocoa-farming families

and the premiums Nestlé offers for certified cocoa. This cocoa is independently audited against the Rainforest Alliance Sustainable Agriculture Standard.

“Our goal is to have an additional tangible, positive impact on a growing number of cocoa-farming families, especially in areas where poverty is widespread and resources are scarce, and to help close the living income gap they face over time,” said Mark Schneider, Nestlé CEO.

Irish food and drink exports enjoyed a record year in 2021 than €5 billion last year, remains the largest The value of Ireland’s food, drink and element within Irish food and drink exports, horticulture exports increased by 4% to a followed by meat and livestock, which record €13.5 billion in 2021, despite the generated over €3.5 billion in export sales, impact of Covid-19 and Brexit on trading. and prepared consumer foods, which was Ireland exported the equivalent of almost worth more than €2.5 billion. €37 million worth of food and drink every Bord Bia also day last year to published ambitious customers in more new three-year than 180 countries targets to further worldwide, according contribute to the to data from Bord Bia’s growth in the valueExport Performance chain of Irish food and Prospects report and drink exports 2021/2022. as part of the Ireland exports launch of its new about 90% of its food 10-year Statement and drink production of Strategy. The and the performance “The sector’s ability to beat its 2019 plan envisages a of the export sector performance and deliver a record year significant was robust in 2021, for Irish exports is truly impressive, expansion in the given the ongoing and Irish food and drink producers and value growth of Covid-19 pandemic manufacturers deserve huge credit,” said Irish food and and the fact that the Bord Bia chief executive Tara McCarthy drinks exports UK is now operating during the period, including an 11% increase outside of the EU Customs Union. The value in the value of dairy, meat, and livestock of Irish food and drink exports was 2% exports, and a 14% jump in prepared higher than pre-pandemic levels in 2019. consumer food exports.

The dairy sector, which was worth more

Galway-based independent grocer Joyce’s Supermarkets has launched a new campaign to promote healthy eating options aimed at schoolchildren aged 4 – 12 years old and their parents. QR codes are now on display in ten Joyce’s stores across Galway, which provide shoppers with a link to download a healthy recipe book for their kids.

In addition to this, Joyce’s Supermarkets will be promoting healthy lunchbox ideas on its social media channels and highlighting in-store savings and offers.

Families are invited to share their favourite lunchbox QR codes on creations by tagging the Joyce’s display in-store Supermarkets Instagram and reveal a booklet of lunchbox ideas for Facebook accounts on social schoolchildren media, to inspire others.

Bundle deal launched in Iceland Ireland for Chinese New Year To mark the Chinese New Year, Iceland Ireland celebrated its Chinese takeaway range with an ‘unbelievabao’ deal!

From Thursday, The Chinese New Year bundle 27 January until deal was available across all 27 Saturday, 5 Iceland stores nationwide February, shoppers could buy any three items from the retailer’s authentic takeaway range, all for just €5.

Following traditional oriental recipes, the range boasts a collection of dishes such as Hoisin Duck and Chicken Curry Noodles, which according to the retailer, each deliver the finest flavours from genuine East Asian ingredients and aromatic spices.

Over 1,100 food and drink acquisitions in 2021: Zenith Global 2021 was another record year for food and drink industry transactions, with 1,116 registered on the Zenith Global mergers and acquisitions database, an average of 21 each week.

The total is 34% more than in 2020 and 79% higher than five years ago. The number has risen every year since a dip in 2013. Funding rounds for early-stage businesses have become an increasingly important element.

The top 15 sectors saw some significant changes in 2021. Packaging, plant-based and vertical farming deals more than doubled, with plant-based rising nine places to the top five. Meanwhile, meat-free entered the top 10, outpacing meat. ■

Global food and drink acquisitions 2016-2021 Zenith’s data shows the most active sectors for global acquisitions were ingredients on 97, packaging on 96, soft drinks on 56 and dairy on 54

ShelfLife February 2022 | www.shelflife.ie

ROI 18+. Open between from 00.01 23/02/22 to 23.59 23/03/22, available online only. Limited stock available, 10,000 bars available in total. Participants will be required to access a website through a QR code on a Point Of Sale unit in store and provide a valid email address and contact details (full name, full address). Max 1 entry per person (proof of identity may be required to verify entry). Max 1 gift per person. Delivery dates not guaranteed. See Cadbury.ie/terms and conditions for full T&Cs. Promoter: Mondelez Europe Services GmbH – Irish Branch, Malahide Road, Coolock, Dublin 5

6658740 Cadbury St Patrick's Day Poster and Advert V1.indd 1

02/02/2022 08:16

10

CSNA NEWS

CSNA NEWS CSNA to present views on Tobacco Licencing Bill to government

JOHN PAUL LONERGAN, national president, CSNA

CSNA’s Sara Orme discusses inflation on Claire Byrne Live CSNA National Executive member Sara Orme

CSNA National Executive member Sara Orme appeared on Claire Byrne Live on 31 January to discuss the current inflation in prices. Missed it?

You can catch up on the RTÉ Player.

Reminder: Use of CCTV images The CSNA has been made aware of an incident where a retailer has experienced a robbery in their store and then after the incident shared the CCTV images on their social media pages of the individual to assist them in identifying the person involved in the theft.

We would like to remind all members that CCTV images should not be shared on any social media platforms for use to identify an individual. It is illegal to share CCTV images of any kind that involve or include members of the public on any social media channel It is illegal to share CCTV images that include members of the public on any social media channel

Members will be aware that the government adopted as policy as far back as October 2013 a Department of Health document ‘Towards a Tobacco-Free Ireland’ during the period that James Reilly was Minister for Health.

One of the changes envisaged in the policy was the introduction of a licensing system for all retail outlets selling tobacco products, rather than the registration system brought in on foot of the Public Health (Tobacco) Acts of 2002 and 2004, a system that came into force in 2009.

A partial consultation (the questions from the department did not provide for commentary) on new licensing, compliance, and restrictions on availability and styles of outlets, took place in 2014 which finally found its way into the heads of a bill in late 2019.

The fall of the government delayed any progress on the pre-legislative scrutiny apart from seeking submissions on the bill. The CSNA has been involved in all parts of this process to date and were recently notified that our request to present our views on the bill have been noted by the committee.

Our views will be based on our perspective as retailers and will have been formed from an intimate knowledge of our needs as retailers; the CSNA is not the mouthpiece of tobacco companies or their distributors; we believe their intervention and interference in this bill is most unwelcome and is, we suggest, counterproductive.

Vincent Jennings, CEO of the CSNA, says the association’s views on the Tobacco Licencing Bill will be based on its thorough knowledge of retailers’ needs

There is considerable goodwill for our sector, built up particularly from the enormous effort that you and your staff have made during the pandemic, the same cannot be said for ‘Big Tobacco’.

If it is suggested by anyone from a tobacco company that they can help you with opposition to the bill, in our opinion your very best approach is to decline.

Government announces extra public holiday The announcement confirming the previously suggested intention that Ireland would increase the number of public holidays from nine to ten is not surprising.

Given the similar declarations made by Tánaiste Leo Varadkar ever since he became Minister at the Department of Enterprise and Employment Affairs, employers have come to expect a blind eye and deaf ear when putting forward their concerns.

While it can be pointed out that Ireland has fewer public holidays than many other European countries, many of these States do not provide for the transfer of obligations when the dates occur on weekends. A commemorative public holiday to acknowledge the real pain, suffering and loss incurred through the pandemic is not unreasonable, although not immediately following the national holiday, given that we most likely will still be observing some restrictions.

The installation of a new and permanent public holiday from next year is a different matter entirely.

Unless St Bridget’s Day falls on a Friday, when the holiday will be observed on that day, the Monday closest to 1 February will be a public holiday.

Pictured holding a St Brigid’s Cross are first class students Hugo Quinn (5) and Callie Early (6) from St Brigid’s Primary School in the Coombe, Dublin

For retail employers, the additional costs incurred will never have the ability for offset through extra holiday-oriented sales as against the benefits many enjoy during the May and summer ones.

The extra cost to your annual payroll is €3.70 per €1,000 PRSI included.

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife February 2022 | www.shelflife.ie

Retailers beware: Scam alert

The lighters and mass card scammers recently resurfaced in Tipperary town which means that they could be anywhere today!

Therefore, we want to remind members that unless you make very clear and specific instructions to your staff with regard to store policies on cash pay-outs for stock delivered, you will find yourself frustrated, angry and out of pocket! This month we have been told of the presence of a tried and-tested scam being operated by an individual specialising in persuading sales assistants to part with their employer’s money on the pretext of “the boss asked me to deliver these lighters (or cards) and collect cash for them”. A ‘receipt’ is provided, the stock is provided, and the money is paid out! In previous instances over €100 was paid for products that weren’t ordered or needed.

Take time to remind your staff (in writing) what your procedures regarding cash payments are.

CSNA submits views relating to licensing and sale of alcohol to the Department of Justice The association has provided its considered views on several aspects relating to the licensing and sale of alcohol to the Department of Justice.

The CSNA has sought changes to the Application and Court system; it accepts there is a judicial aspect to new and transferral of licences but believes renewals are an administrative function and should be carried out by Revenue and the National Excise Licence Office (NELO).

CSNA CEO Vincent Jennings commented that “we have suggested to the department the streamlining of licences rather than the current arcane models employed”.

He adds that “the association have demanded that the current and totally unreasonable restrictions on Sunday be rescinded and that shops be permitted to sell alcohol at the same (10.30am) time as permitted on the other days of the week”.

Furthermore, the CSNA has also made its members’ views known on online sales and remote delivery as it is an area that needs a greater level of accountability.

In conclusion, the association for retailers has asked the department to arrange the annual publication of statistics regarding the test purchasing of alcohol by underage volunteers working alongside AGS. These statistics should include the instances of each style of licence visited and the outcomes by individual Garda divisions. n

CSNA CONTACT DETAILS

The CSNA wants the processes surrounding alcohol licences to be streamlined

If you have any queries regarding CSNA services or membership please contact the office in Naas, Co. Kildare on 045-535050 or by email to info@csna.ie/www.csna.ie

INSTANT HYDRATION

IN THE MORNING WITH MOISTURISING VITAMIN E www.shelflife.ie | ShelfLife February 2022

ANALYSIS

12 18

ANALYSIS

Dan’s Digest

With Dan White VieWs on the latest eConomiC & politiCal neWs

UK supermarkets hang to Importing problems ason likelihood pandemic gainsadvances of hard Brexit With financial results for the main UK players now out, Dan White crunches the numbers to see what lessons

With deadline for Britain’s departure from the EU looming on 29 March, Dan White examines the can bethe gleaned potential consequences of a no-deal Brexit for Irish imports

T A

he major UK food retailers, at least s the countdown to those which still publish their 29 March continues, financial results, the likelihood of aenjoyed good Christmas trading with sales running well “hard”, no-deal Brexit increases ahead of pre-pandemic levels. exponentially. If Britain does It has one of the crash outalways of thebeen EU without a eagerly anticipated rituals of months’ the UK grocery sector, deal in less than two when life all of the main players time, will become much publish their more complicated Irishin the first week or Christmas trading for figures retailers. two of January.

With the Cabinet split and the Private equity players House of Commons deadlocked, the unthinkable is rapidly Unfortunately, things were a little different becoming the probable.

Both this year. With both Asda, the UK’s thirdhouses of the UK Parliament, largest supermarket chain, and Morrisons, the the House of Commons and the fourth largest, having been recently acquired House of Lords, have already by asset-strippers, AKA private equity, we got passed legislation triggering no figures from this pair.

Article 50 and setting 29 March means that we havedate no direct as This the country’s departure knowledge of how these two from the EU. This means thatcompanies, which themisaccount for almost a quarter of abetween hard Brexit the default the market, performed Christmas. position, i.e. if nothing over happens Britain will leave the EU, deal Strong performance or no deal,Christmas in less than two However, the retailers which did publish their months. numbers all delivered a strong Christmas trading performance.

Confronted with First out of the traps was Sainsbury’s, the concrete reality UK’sgiven second-largest grocery retailer with a And the current 15.6% market On 12 January, it composition ofshare. both Cabinet and Parliament, “nothing” is almost certainly wesix areweeks going reported that its grocery saleswhat in the to get.

Even postponing theunchanged Brexit dateon would 8 January were basically the involve majority in both Houses previousmarshalling year while agrocery sales for the 16 of Parliament to either amend repeal the weeks to 8 January, which was or Sainsbury’s existing Articlehad 50 actually legislation.

Good luck with third quarter, fallen by 1.1%. that!

Sainsbury’s online grocery sales apparently Having much about a hard Brexit did worst heard of all, so being down 15.1% in the six in the two-and-a-half years since the UK weeks to 8 January and by a massive 16.5% in electorate voted to leave the EU in the June the third quarter.

2016 referendum, we will almost certainly be Confronted by such apparently pedestrian confronted with the concrete reality before the numbers, Sainsbury’s boss Simon Roberts end of next month.

While it is exporters who have been most ShelfLife February 2022 | www.shelflife.ie vocal about the possible impact of Brexit, the effects will be felt throughout the ShelfLife February 2019 | www.shelflife.ie

falling into the customs net growing up to six-fold. At present, approximately 17,000 companies trade with third countries. This could rise to over 100,000 companies if the UK goes solo on 29 March.

If the UK does leave the EU without a deal at the end of next month, not alone will Irish exporters to the UK have to pay British tariffs, Irish importers from the UK (of whom there will be up to 84,000 if the Revenue Commissioners have got their With a 27.9% market share, Tesco delivered a 0.3% increase in UK Christmas estimatessales right) will also have to pay EU tariffs. Retailers, On the followingincluding day, 12 January, assertion that: “I am really pleased with how groceryboth retailers, we delivered for customers this Christmas”, Tesco and Marks &will Spencer reported their almost certainly find initially seems hard to fathom.

Christmas sales figures. themselves in the firing line if, or more likely when,with this Tesco, the UK’s largest grocery retailer Pre-pandemic comparison happens. a 27.9% market share delivered a 0.3% Look again. With the UK in the grip of a tight increase in UK Christmas sales. However, Complexity of tariffs lockdown for most of Christmas 2020 and when compared with Christmas 2019, the sales While Ireland is on balance New Year 2021, the supermarkets were always increase was 8.8%. Once again it was online a food-exporting country, going to struggle to match that performance sales which grew most strongly, up 64.6% over we import large volumes of this time around. A much better comparison is the Christmas 2019processed figures. foods and other with their Christmas 2019/New Year 2020, grocery products. Most of these i.e., pre-pandemic, How country much Although Ireland isperformance. a food-exporting Marks Spencer imports&either come figures from or through the UK. balance, mostgains of our imported ofontheir Covid-19 had the UKfoods come This would make them for the tariffs after a M&S revealed that its foodliable sales for three either from or throughto the UK, making them supermarkets managed retain? no-deal Brexit.

Imports of chocolate from the liable for tariffs following a no-deal Brexit months to 1 January had risen by 10% In the case of Sainsbury’s, it’s clear that it UK will have to pay an 8.3% tariff, imported compared to the 12.4% entire economy.

Addressing the of Oireachtas has managed to hang on to most its Covidcorn flakes willprevious have toyear pay and 3.8%were while imports higher thanwill theyhave hadto been years Finance Committee lastgrocery month,sales Revenue of meat paytwo tariffs of previously. up to 12.8% 19 gains with Christmas up 6.8% Commissioners chairman Nialland Cody told TDs The M&S figures don’t and fish food imports from the include UK willits bejoint hit with on the comparable 2019 figure third and Senators that if Britain became a “third swingeing tariffs of up to 26%. venture with online retailer Ocado. quarter sales up by 6.6% over the same period. country”, i.e. left the EU without a deal, the And it isn’t just the tariffs themselves.

The Kantar Worldpanel market share There Most impressive has been the growth in online number of import and export declarations is also the incredible complexity of the tariff figures don’t include M&S but its food grocery sales, up 95% on pre-pandemic levels would climb from the current total of about 1.7 regulations with over 200 - yes 200, that’s not business is estimated to account for just over over Christmas andasby 92%asfor entire million a year to many 20 the million. a typo - separate tariff categories for meat and 3%fish of the total market with Kantarfrom estimating third quarter. alone.

Even where imports the UK

Captured by customs net

This huge increase in customs paperwork would result in the number of companies

aren’t liable for tariffs, importers will still have to go to the expense of ensuring that their imports are properly categorised.

ANALYSIS

Ocado’s share at 1.8%, giving M&S/Ocado a combined market share of almost 5%.

These figures from the individual retailers seem to tally with what is happening in the UK grocery sector as a whole. According to Kantar, UK grocery spending was down by 3.8% in the 12 weeks to 23 January but still up 8% since the start of the pandemic.

December 2019. These show an 11.1% increase in the value of supermarket sales and a 9.2% increase in volume over the past two years.

The CSO calculates that just 2.5% of supermarket sales were generated online in December 2021. This compares with a peak of 3.2% in January 2021.

Sorry but that strikes me as being way too low. The CSO’s problems in accurately estimating online’s share of retailing have been well documented. While it has made enormous efforts to fix the problem, it still has a way to go.

CSO must get online right The CSO’s problems in accurately estimating online’s share of retailing have been well documented

Average basket spend up One result of the Covid-19 lockdowns in the UK was, with customers not leaving home as often as they used to, the value of the average basket rose as consumers bought in bulk instead. That pattern is now reversing itself as consumers gradually revert to their prepandemic habits with Kantar estimating that the average spend per shopping trip fell by 10% over the past year.

However, some of the lockdown changes may be for keeps, with online’s share of the grocery market, 12.5%, running at twice its pre-pandemic level. Not surprisingly perhaps, the fastest-growing retailer is Ocado, whose sales were up 2.3% over the 12-week period.

While we don’t have company-specific information on the Christmas sales performance of the Irish grocery retailers, the CSO’s retail sales figures paint a very similar picture to that in the UK, with little growth in

13

Filling the gaps

sales over the past 12 months but strong growth since the start of the pandemic.

According to the CSO, the value of sales in non-specialised stores (including supermarkets) rose by just 0.1% in December 2021 compared to December 2020 while the volume of such sales – almost certainly reflecting the sharp rise in the rate of inflation – fell by 3.5%.

As in the UK, a very different picture emerges when the December 2021 sales figures are compared, not with December 2020, but with

In the meantime, we have to fall back on the Kantar numbers to try and fill in the gaps in our knowledge. Kantar’s most recent figures for Irish grocery retailers, which cover the 12 weeks to 26 December, show a 5.2% fall on Christmas 2020 sales but a 10.9% increase on the 2019 figure.

Kantar estimated that online accounted for 4.6% of all grocery sales in mid-2020 and that online sales were up 9.3% over the Christmas period. These figures point to online now having about 5% of the grocery market, about twice the CSO estimate.

That’s still less than half of online’s share of the UK grocery market but the direction of travel is clear. ■

NEWS

Musgrave Group lobbies government on non-EU visa rules

RGDATA welcomes government’s Town Centre First Policy

Staff shortages have led SuperValu and Centra owner, the Musgrave Group to lobby the government for changes to foreign visa rules to allow more workers into the country.

The group recently met with Minister of State from the Department of Enterprise Damien English, Minister for Foreign Affairs Simon Coveney and MEP Mairead McGuinness and other politicians to seek changes to visa requirements that would make it easier to recruit from third countries, according to lobbying records.

Director of corporate affairs Edel Clancy said staff shortages were an issue “across the board” for retail, which had created the need to recruit from outside Ireland and the EU. She also said that government needed to “do more in terms of the cost of accommodation and public transport”.

Clancy said that while the group “exhausts all avenues to hire Irish workers and EU workers,” a shortage across the board had created the need to recruit from outside the EEA. In a Sunday Independent report, Clancy added: “We would have retailers who would be very keen to also provide accommodation if they can. But then you run into problems around BIK [benefit-inkind]. It is not straightforward.”

RGDATA has welcomed the new Town Centre First Policy announced by the government on Friday 4 February, expressing its hope that the measure will prove RGDATA director general effective in halting the Tara Buckley says it is decline occurring in vital that the new policy is many Irish towns and “genuinely collaborative” villages.

“RGDATA fought hard for a Town Centre First Policy and has been an active advocate for government to take this issue seriously,” the association said in a press statement.

“Experience in Ireland and internationally has shown that the key to successful town centre regeneration programmes is for a genuinely collaborative approach to be adopted, involving town centre traders, local authorities, community groups, expert advisors and all local stakeholders,” said RGDATA director general, Tara Buckley.

“If this new Town Centre First Policy is to be successful and achieve its objectives, it will be of vital importance that it is genuinely collaborative and actively involves all town centre interests,” Buckley added. “It is also important that all existing expertise gained from the initial Collaborative Town Centre Health Checks and international experience is applied. There also needs to be strong oversight to ensure that 33 Actions are delivered.” ■

Skilled workers such as butchers, deli assistants and bakers are required

Last October, Minister of State for Business Damien English abolished the quota of 320 for employment permits granted to HGV drivers from outside the European Economic Area (EEA). A total of 187 employment permits were issued, the majority of which went to South Africa.

More dairy-farm assistants, meat processors, builders, hospitality managers and horticulture workers, are likewise to be allowed the work permits, as are social workers and opticians.

A spokesman for the Department said changes are made to employment permit occupations lists “where there are no suitable Irish/EEA nationals available and the labour shortage is genuine and not due to working conditions or the salary being offered”.

The next review of the Occupations Lists will open in the coming weeks by public consultation.

For more on this topic, turn to our feature on page 20.

www.shelflife.ie | ShelfLife February 2022

14

STORE PROFILE

An integral part of the local community, the team at Grandon’s Mace, Glanmire, Co. Cork, pride themselves on achieving the highest fresh food standards and friendly customer service, which have now all been capped off with an impressive new look for the store Retailer Martin Grandon is delighted with customers’ reaction to his revamped store

Warm welcome at Glanmire M

artin Grandon is delighted to see customers respond so positively to the new look of his store Mace Glanmire, after undergoing a store revamp at the end of last year. Since the Mace store opened its doors in 2009, it has become an integral part of the local community in Glanmire, Co. Cork.

Boom in business The family-run business is fortunate to rarely see a quiet day in their store. Not far from the store is Dunkettle (for those not from Cork, the Dunkettle Interchange is a major road junction in east Cork City, forming a junction between the M8, N25 and the N40).

Fortuitously for Grandon, 200 new homes have sprung up by the Dunkettle Interchange, with a further 800 homes due to be built and Mace Glanmire is the closest convenience store to these new housing developments.

Aside from the new residents of Dunkettle, the store has also seen a major influx of workers

STORE PROFILE

Retailers: Martin and Maria Grandon Address: Grandon’s Mace, Dunkettle, Glanmire, Co. Cork, T45 RD78 Opening hours: Open 24 hours every day

from these housing development sites such as builders, architects, and engineers, who drop into the store daily to pick up their breakfast, lunch and many other items.

To keep up with demand due to this surge in business and to cater for extra footfall, Grandon decided to expand his store and undertake a design revamp. It is the second revamp for the Texaco forecourt store with its last revamp taking place over five years ago.

Convenience is key Despite being technically classed as a small supermarket, Grandon asserts that he is

Retailer Martin Grandon and team at Mace Glanmire place a big emphasis on providing friendly and helpful customer service to their shoppers

ShelfLife February 2022 | www.shelflife.ie

primarily targeting those looking to “park their car, run in and grab a few items on the go, head back to their car and they’re on their way”. With that in mind, Mace Glanmire has also revamped the deli and pride themselves on having tasty food that is made with fresh ingredients and then making the ordering process quick for customers. “We know our customers are busy people,” says Grandon, “so we don’t want to keep them waiting for long periods of time. We also got great assistance from Aoife Ryan of the BWG fresh foods team; Aoife worked closely with our deli manager, Dimitri, to ensure that they had the best food offering possible for customers to enjoy.”

Aside from making the deli ordering process as efficient as possible, Mace Glanmire have also looked at ways to respond to the increasing demand for a broader off-licence selection for their customers. With more and more people dining and enjoying drinks at home since the emergence of Covid-19, aside from expanding the size of its off-licence, the

Aoife Ryan of the BWG fresh foods team worked closely with the store’s deli manager, Dimitri, to provide the best food offering possible for customers to enjoy

STORE PROFILE

Mace’s own ice scream proposition, ‘I Scream’ For Ice Cream has a vibrant appearance to match its scrumptious flavours

team at Mace Glanmire have adapted with the times and trends by ensuring their offering remains extremely competitive. They increased their wine selection as they noticed a continued increase in wine sales versus spirits for example. “This is likely due to people associating drinking wine with being at home, as opposed to cocktails for example, they would more so be something people would drink at a party or gathering,” suggests Grandon.

A relationships business Maria Grandon, Martin’s wife, also helps with the running of the store. The family also have ties in the car industry, with their son Ken Grandon, running a local car dealership that the family own.

“We are delighted to be able to offer so much employment locally,” he says. “We often have college students on our staff who may stay with us for a semester or two before they

head off to travel for the summer. Then we have some long-time Mace Glanmire veterans who have been with us for years. Our staff numbers vary depending on the time of year, but one thing is certain, we ensure everyone who works here enjoys their time with us, and we have no doubt that they do as we often see staff returning to work with us again.”

Providing a pleasant in-store atmosphere is also what seems to ensure repeat business and loyalty in their customer base. Grandon, ably assisted by manager Razi and his staff place a big emphasis on providing friendly and helpful customer service to their shoppers. Without doubt they live up to the Mace promise of “going the extra smile”.

Additionally, the Grandon family, Martin in particular, is known to locals from their retail and car businesses, having a reputable name amongst the locals which certainly seems to give the store a competitive edge. Mace Glanmire in turn likes to offer support to the local community through its sponsorship of the local GAA club, Glanmire Football Club and the local boxing club, Riverstown Boxing Club.

Incredible BWG support “I don’t think this project would have happened only for Robert Gough, retail development manager at BWG,” says Grandon. “He was a fantastic help through the entire revamp and project-managed the operation from start to finish in such an efficient way that we were able to successfully continue trading.

“Another important shoutout and thank you Mace Glanmire would like to give is to Liam Attridge, Mace regional manager and Colin Brady, Mace retail operations advisor,” he adds.

“We are always so impressed with the support BWG offers our store on an ongoing basis.”

Mace Glanmire has seen sales increase along with its customer base – with everything going so well, are there any challenges the store foresees? “Recruitment has certainly been a tricky issue for us this year,” shares Grandon.

The team pride themselves on offering tasty food that is made with fresh ingredients and then making the ordering process quick for customers

15

Grandon’s Mace is bright and airy with a wide bakery selection and Bewley’s coffee concession leading to the deli

“We are happy that Mace has put together some great recruitment marketing materials and we have started to advertise positions in our store. Due to Covid-19, businesses across the nation have found recruitment a struggle.

We hope that as we see Covid-19 ease this year, we will see some positive changes in that area. Overall, we are in a very fortunate position for our business to be doing so well year on year, so may more of that continue in 2022 and beyond!” n

“We know our customers are busy people,” says Grandon, “so we don’t want to keep them waiting for long periods of time.”

The team at Mace Glanmire increased their wine selection within the off-licence after noticing a continued increase in wine sales

www.shelflife.ie | ShelfLife February 2022

16

FEATURE

Through the roof

As retailers contend with the highest rate of inflation in 20 years, grocery prices reach levels that would have been unprecedented a year ago. Julia O’Reilly takes a closer look at what’s behind the phenomenon We are currently experiencing the highest annual levels of inflation in 20 years. Brexit, Covid-19, and supply chain issues have created the perfect storm. Retailers across the country are facing inflation shock as fuel and groceries surge in price.

We had been warned. In November 2021, Irish families were told to brace themselves for significant grocery price hikes at the hands of pandemic-linked distribution issues. Over the last 12 months, the price of bread increased by 5.3%, poultry by 3.5% and pasta by 6.4%, the Central Statistics Office (CSO) has said. The price of our favourite pick-me-ups, coffee and tea, climbed 2.5% and 1.9% respectively. Oils and fats, such as butter, vegetable oils and olive oil, are now 4.4% more expensive than this time last year.

With these increases, the average cost of a weekly shop is set to grow by €15. Under likefor-like grocery price inflation, which assumes shoppers buy the same products this year as they did last year, a typical consumer would spend €780 more on groceries.

For shoppers in Northern Ireland, annual shopping bills are set to rise by £180 on average. Kantar said inflation in January stood at 3.8%, which was an increase on December levels.

— this is the fastest growth since October 2020. The number of products sold on promotion was 3% lower than the previous January.

Meanwhile, those feeling the impact of rising inflation on their personal finances have been shopping around for the best bargains they can find. Emer Healy, senior retail analyst at Kantar, said: “We’re already seeing evidence of people starting to shop around at different retailers to try and find the best price for their weekly shop.”

Hidden costs Behind each inflated price is a complex web of factors that the public tend not to see. In November of last year, it was reported that the cost of foil trays for use in the ready meal market had seen a 10-15% increase and a box of vinyl gloves used by deli counter staff to handle food had witnessed a tenfold cost increase. Price increases are not about profit

Steady increase Prices had been steadily increasing over the course of the year, but the most dramatic inflation occurred in the last six months, in line with rising energy prices. In the 12-weeks to 26 December, Kantar put grocery market inflation at 1.2%. Overall food and nonalcoholic drinks are up 1.6% on an annual basis. Grocery price increases across 30,000 items have jumped by an annual rate of 1.7%

ShelfLife February 2022 | www.shelflife.ie

CSNA National Executive member Sara Orme recently appeared on Claire Byrne Live to discuss inflation and how it is impacting retailers and their customers

maximisation; for the retailers across the country that are absorbing price increases of this sort and more, driving prices up is the only option.

Meanwhile, we are witnessing cost hikes for petrol and diesel not seen in 30 years. Recent figures from the CSO revealed that diesel and petrol are up 36% and 32% respectively. The cost of filling a car is now at its highest level since the AA first began to survey fuel prices in 1991. Pump prices are nearing the €2 per litre mark. Add to that the burden of surging energy costs - prices for electricity are up 22.4% while gas is up 28% - and it’s clear why many retailers are feeling the pressure.

Feeling the pinch Sarah Orme, CSNA National Executive member, and the owner of Daybreak, Westmeath, recently appeared on Claire Byrne Live to discuss the issue.

Orme has been paying more for the maintenance of services, and that increase is reflected in the prices in her store: “Suppliers have increased costs because of transport or wages. We’re being given the same reasons.

They are hidden costs to us. A lot of this is manufacturer price increases and we really have to pass them down the line to the consumer.”

And consumers are certainly feeling the pinch - particularly when it comes to fuel. “A lot of people have been commenting that it would have been €70 or €80 to fill the car [in the past],” says Orme, “but it’s now over €100 for the same fill that probably only lasts them the week.”

Within the shop itself, Orme says customers are well aware of the price changes, however small. “A lot of people would come in with the >>

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18

FEATURE

Over the last 12 months, the price of bread increased by 5.3%, poultry by 3.5% and pasta by 6.4%, according to Central Statistics Office figures

>> change ready for the newspaper. We’ve had price increases on the newspaper, as well as bread, milk and poultry, from anywhere between 7% and 12%.”

Food waste Like many retailers today, John Allan, chairman of Tesco, said the company is doing what it can to “pull prices down” despite the soaring cost of living and inflation across Ireland and the UK. Allan recently encouraged families to ignore ‘over-conservative’ best before dates to make their grocery haul go further. “There is a re-appraisal going on at the moment about whether sell-by or eat-by dates are overconservative, and I think that’s going to change in the years ahead,” Allan told BBC One on 6 February. “Quite a lot of those dates will come off. I know I can keep bread in the fridge for quite a long time beyond its official life and I think savvy customers realise that as well.”

Soaring inflation We are dealing with the largest jump in inflation in 20 years - the annual rate of inflation rose by 5.5% in December, which is an increase from 5.3% in November, and the highest annual rate since April 2001. No doubt each household in Ireland will be impacted by

“We are dealing with the largest jump in inflation in 20 years - the annual rate of inflation rose by 5.5% in December, which is an increase from 5.3% in November, and the highest annual rate since April 2001.”

ShelfLife February 2022 | www.shelflife.ie

this, but those on a lower income will feel it most severely. The nature of this current surge in inflation puts further pressure on those most vulnerable to price changes as it is not discretionary consumption. Doing your grocery shopping, filling your car with petrol, or heating your home are not luxuries consumers can choose to radically cut back on.

Even before our recent price hikes, living in Ireland did not come cheap. Already, we are the 16th most expensive country in the world.

This is according to price-comparison website Numbeo, which ranked 139 countries based on the average price of goods and services, including groceries, restaurants, transport, and utilities.

Euro-zone inflation Still, this problem is by no means unique to Ireland. Euro-zone inflation rose to 5% in December, a record high since the single currency was created more than two decades ago. The figure for Ireland was put at 5.7%, which is even higher than what was recorded by the CSO. Driven by soaring energy and food prices, annual price growth in the euro-zone exceeded expectations of economists polled

Vinyl gloves used by deli counter staff to handle food have increased in cost tenfold

by Reuters, who had predicted on average a 4.7% rise, which would be a drop from the 4.9% inflation seen in November. The unexpected increase could put pressure on the European Central Bank to reduce its monetary stimulus quicker than planned.

European wholesale natural gas prices near doubled in the run-up to Christmas, reaching record highs. Those prices jumped again recently when supplies from Russia slowed.

Supply-chain issues continue to cause delays and create higher costs for manufacturers, which in turn pushes up the price of consumer goods.

What’s next?

And yet, some economists expect euro-zone inflation to start falling in the coming months as Europe’s largest economy, Germany’s, pandemic-driven temporary cut in sales tax disappears, energy prices stabilise and global supply chain bottlenecks ease.

Despite this, there remains concern that higher inflation could become embedded as wages follow prices and business and consumer expectations change. Further, it may seem inevitable that the stop-start nature of the pandemic will cause food inflation to continue to soar. n

INSIGHT

19

Irish grocery & convenience retail – outlook 2022

Owen Clifford, head of retail sector, Bank of Ireland, reflects on the key factors driving investment within FMCG

T

he unprecedented sales performance of the last two years has acted as an accelerant in the evolution of the Irish grocery and convenience sector. As family owned retailers nationwide compete with international operators such as Tesco, Aldi, Lidl and Circle K, a recognition that investment is required to sustain their business has driven strong market activity. In Bank of Ireland we provided funding in excess of €125m to Irish family owned grocers in 2021 facilitating the development and growth of their businesses.

Five areas driving this investment and shaping the future of the sector are as follows: 1. Store revamps & investment: As retailers seek to preserve and develop customer goodwill/engagement, many progressive operators are now undertaking comprehensive store revamps. Where a robust revamp plan is implemented successfully, based on Bank of Ireland data, retailers can expect to increase sales by 5%-10% and margin by 0.5%-1%. At present I am supporting retailers with the development, financing and evaluation of their revamp strategies on a daily basis – the volume of transactions being completed suggests that those who fail to invest in the coming years will find it ever more difficult to maintain customer engagement.

2. Consolidation in the market: Store and group acquisition activity gathered pace throughout 2021 and further consolidation is expected in the Irish market in the months ahead. The Irish forecourt sector has seen notable deal activity as fuel brands seek to reposition their focus towards a convenience, food-to-go offering - further developments in this respect are expected linked to the targeted electrification of the Irish motor fleet. Covid-19 and the strain/additional workload associated with same has been a catalyst for a number of retailers to examine the sale of their business. The number of store purchase proposals that I reviewed

Owen Clifford, head of retail sector, Bank of Ireland

Where a robust revamp plan is implemented successfully, based on Bank of Ireland data, retailers can expect to increase sales by 5%-10% and margin by 0.5%-1%

increased significantly in the latter months of 2021 and this growth in transaction volume is expected to continue into 2022 – with the larger groups increasing their store portfolio and the next generation of retailers also getting an opportunity to take their first steps into store ownership.

proposed ‘deposit return scheme’ and nearshoring their supply-chain can be important steps in this regard. A number of grocery/ convenience retailers have already completed ‘green’ projects or have it as a constant within their capital expenditure or process improvement programmes – monitoring and measuring the benefits of same is now the next step in the transition to a more environmentally friendly business model.

3. Online grocery: The future of online grocery will remain in the spotlight in the months ahead. The current low levels (under 5% of total grocery sales) conducted via online demonstrate that a real growth opportunity is available if a frictionless, efficient, reliable service can be delivered.

It will be interesting to see if further partnership models develop via Ocado, Buymie, Deliveroo, Just-Eat or internal ‘dark stores’. The cost of picking and delivery linked to the online channel remains a deterrent to many retailers. I would expect a greater emphasis to be placed on userfriendly click and collect offerings from all the leading brands in the coming months.

The development of more intuitive/extensive brand apps linking personalised offers, loyalty rewards, click and collect, community initiatives and nutritional advice etc will be a priority for all brands to maintain customer engagement.

5. Personnel investment: In a competitive labour market, sourcing and retaining the best people is vital to sustain a retail business.

Retailers must therefore recognise that two key inter-connected investment strands in 2022 will be in technology and their people. A structured employee development plan that incorporates role variety, up-skill opportunities and competitive remuneration needs to be embedded within the culture of the business. The smart use of digital/ automation tools that can eliminate labour intensive tasks and drive efficiencies within the business will support this employee focused model. Excellent customer service is a product of an engaged team – development of personnel is an imperative for progressive retailers in the coming years.

4. Sustainability: In line with worldwide trends, Irish consumer expectations around the societal impact of retail operations have intensified and many shoppers are now willing to pay a premium for products that meet their values. Irish retailers have an important role in supporting the Irish government’s roadmap of net zero carbon emissions by 2050. Strong engagement in the

As consumers, Covid-19 has not only increased our interaction with the Irish grocery sector – our expectation of our local stores is also now much higher. It is therefore heartening to see Irish family-owned retailers embracing this challenge and proactively investing in their stores. In doing so and with our support, they are sustaining the vibrancy of local communities nationwide. ■ www.shelflife.ie | ShelfLife February 2022

20 FEATURE

Working to live A recruitment crisis compounded by an accommodation crisis is afoot. Staff demand higher wages in order to afford their accommodation and some recruitment firms are going so far as to source accommodation for candidates in order to close the deal. Fionnuala Carolan speaks to leading recruiters in the industry about the state of play A colleague, who was renting a room in their house, recently received an email from a recruiter looking to secure the room for a staff member of a well-known Dublin food store. It struck them as unusual as they have been renting a room in their house for years and have never come across this before. It made us wonder - is this something the recruitment agencies and retail groups are being forced to do to try to secure talent in today’s market? It makes sense when you think about it. Staff need accommodation close to their jobs and if they can’t find this, they can’t accept the job.

So the recruiters need to work harder and smarter when filling a role, going above and beyond their traditional duties.

It’s a well-known fact that there is a worrying lack of accommodation available to rent or buy around the country. The property website Daft.ie revealed in its latest quarterly rental report that there were just 1,460 homes available to rent across the country at the start of November 2021, the lowest amount since the company began tracking availability in 2006.

In Dublin, there were only 820 properties available for rent, a fall of 51% on the same date last year leading rental prices in Dublin to increase by 2.7% on a year-on-year basis. In Cork there was a year-on year jump of 6.9%, 8.3% in Galway, 8.9% in Limerick and 10% in Waterford.

Dublin is now the sixth most expensive capital city in the world for renters, according to another new report by UK insurance group CIA Landlord that looked at the average cost

ShelfLife February 2022 | www.shelflife.ie

of renting one-bed apartments in 38 capital cities across the globe. It states that the average rent in Central Dublin is €2,016 per month. Unsustainable for most on modest retail wages you would imagine.

When an accommodation crisis occurs, wages must rise to facilitate this. Already Dunnes has announced a 10% pay rise for its employees and Lidl earlier this month announced a €10 million investment in pay increases for its workforce of 6,100 from 1 March. ShelfLife has learned that drivers and temporary staff have seen wages rise from €14/15 an hour up to €27 - €30 an hour because of the boom in e-commerce during the pandemic.

This should be good news for staff but the fact that inflation is soaring means than any extra gains in a wage package are completely wiped out when rising accommodation and

Barry Whelan, managing director of Excel Recruitment, says “the generous wages paid in Ireland are eroded by the cost of accommodation”

food prices are considered. From an employer’s perspective, it also means that if

unemployment payment is keeping a cohort of

wages go up, it’s very hard for them to come

staff out of the workplace. Secondly, the

down again and so the prices of goods need

migrant labour force went home during the

to rise to cover this making it a vicious cycle.

pandemic and has not returned en masse.

We spoke to two of Ireland’s leading

Thirdly, retail employees have re-evaluated

recruiters in retail and hospitality to try to

their work requirement and are focused on

understand how we arrived at this point.

moving to less customer-facing roles with

Staff crisis Barry Whelan, MD of Excel recruitment says there are four main reasons for the staff crisis

more favourable hours. And finally, retail employees are being sought by alternative industries due to the overall staff crisis.”

Whelan also spoke of how the industry

in retail, including the pandemic

hasn’t moved on from a career perspective

unemployment payment (PUP) and the loss of

including the fact that there have been no

non-Irish workers. “Firstly, the pandemic

changes in the law to allow for foreign

FEATURE

Thomas O’Sullivan, managing director of Carlos Munoz Hospitality Recruitment (CMHR), says “a room in Dublin city to share will cost between €125-€150 per week excluding gas, electricity, and bins”

language students to work more than 20 hours a week.

Thomas O’Sullivan, managing director of Carlos Munoz Hospitality Recruitment (CMHR) says there are also many contributing factors for the current staff crisis including the loss of the student population.

“The Covid-19 pandemic certainly didn’t help the situation with domestic and international students studying from home as opposed to living near their college campus,” he says.

“The pandemic unemployment benefit also became an issue whereby it was too accessible for people who simply did not want to work. A lot of immigrant workers decided to return home with so much uncertainty and the cost of living in Ireland while they may have been on reduced working hours or PUP. “Also our economy is offering better paid jobs and employee benefits such as health care through high-end pharmaceutical and IT companies,” he says.

It seems that the shortage of affordable accommodation in Dublin is making it more difficult to hire staff from abroad or even from outside the city and the same issue is prevalent in cities and towns nationwide.

Whelan says that the housing crisis is compounding the staff crisis at present. “The generous wages paid in Ireland are eroded by the cost of accommodation,” he explains.

O’Sullivan agrees that it is a major issue and a fundamental problem affecting our competitiveness as a country, city and for our businesses. “In Dublin it’s a huge issue but also some regional cities and towns such as Killarney and even rural towns like Dingle. If employers can’t offer affordable accommodation they simply cannot recruit or retain staff,” he states.

The fact that retail wages have risen in recent times has caused problems for employers trying to manage their wage bills.

Whelan says retail wages have risen across the board from staff through to management.

“This is driven by demand, the Dunnes workers have received a 10% increase and the living wage is paid by Aldi and Lidl,” he explains.

According to O’Sullivan, retail wages have risen by up to 35% making it unsustainable for many hotels, retailers, or production/ manufacturing plants. “Some employers are taking a short-term view and are often using EWSS employment supports to fund their rising payroll costs. They have done this through necessity as opposed to thought-out strategy.

“Employers are offering higher wages to attract employees. This is dangerous territory and could be considered unfair to the overall employment market. I like the analogy of “life support” however it is only creating a problem which ultimately will need to be resolved.

“These wages are unsustainable for most if not all businesses in the retail, hospitality, and production/manufacturing plants,” he adds.

“However, for places like Dublin, the wages have risen as it is simply too expensive to rent a room, house or apartment in Dublin. A room in Dublin city to share will cost you between €125-€150 per week excluding gas, electricity, and bins.”

So are there any easy positions to fill in retail at present we wondered?

“There are no easy roles to fill,” says Whelan. “In our own business we have two recruiters working each role instead of one.

This is due to the difficulty in filling the roles.

The hardest roles to fill are the specialists such as butchers and bakers followed by entry level staff,” he explains.

O’Sullivan also says there is no such thing as easy when it comes to recruitment now.

“Human resource departments are working determinedly to recruit, engage and retain employees. Frontline employees and middle management appear to be the most difficult to find. I have had the privilege of working with some very progressive and innovative human resource managers over the past 12 months.

‘Staff engagement’ will be the HR crusade for 2022!” predicts O’Sullivan.

Accommodation capacity

21

Ronan Lyons, economist at Trinity College Dublin and author of the Daft report, says the latest figures show the shortage of rental properties is worsening

promised to deliver 300,000 new homes by the end of 2030 under a €4 billion per-year strategy and among that are 54,000 affordable homes. The plan is said to provide for a mix of social, affordable and private housing for sale and rent.

Ronan Lyons, economist at Trinity College Dublin and author of the Daft report says: “Covid-19 temporarily reshuffled Ireland’s rental problems but the latest figures confirm those problems of shortages are getting worse over time. More than 50,000 more rental homes have been proposed. Their construction would help improve the availability and affordability of rental homes, something for policymakers and planners to consider.”

To deal with rising inflation, at the time of writing, the government had just announced plans to address the rising cost of living including an energy rebate. While this will be welcomed as a small reprieve, the rising cost of living cannot be fixed until the housing crisis is tackled. In the meantime, recruiters will have to continue to accept that sourcing accommodation to attract talent has to be part of the package. n

As we already know, but to drive home the point, the Institute of Professional Auctioneers & Valuers’ (IPAV) latest report shows “a severe and diminishing lack of rental properties to meet demand”.

“While there is such a low level of stock, rents are going to remain elevated,” says Pat Davitt, IPAV chief executive.

“We believe further rent controls are not the answer but increasing the supply of homes for rental and for purchase. This is critical from a social and economic perspective,” he adds.

The crisis can only be solved by an increase in supply of houses. The government has

www.shelflife.ie | ShelfLife February 2022

22

ADVISOR: Recruitment

Management mistakes: Part I Securing great talent is harder than ever in today’s competitive market, so it is vital management don’t alienate staff by adopting the wrong attitude or techniques. Here, Excel Recruitment’s Barry Whelan outlines 12 of the top mistakes to avoid

BARRY WHELAN managing director of Excel Recruitment

www.excelrecruitment.com

When candidates come through Excel, looking for a new role, we zone in on their ‘reason for leaving’. We want to understand completely why the candidate wants to move job, so that we can find the right new job for them. One of the reasons that comes up consistently in the top five is frustration with a manager or poor management. Over this month and next, I will be outlining 30 of the top bad management mistakes that drive an employee out the door.

For all those managers out there interested in improving their ability to manage others, take heart in that you’re only human. I know I for one have made every single one of these management mistakes at some point or another in my career.

Let’s start with my personal favourite!

1) Be inconsistent and unpredictable

This manager likes to keep people on their toes by being totally inconsistent in terms of communication (both style and content), expectations, feedback and long-term vision for the organisation. All the employees’ nerves are shot from playing workplace Russian roulette!

4) Correct small mistakes to demonstrate how clever they are

7) Spend time on less important things so that they can ignore more important things

The classic insecure micro manager will review and approve emails or business correspondence, then change their mind over inane word choices.

They will randomly ‘correct’ already correct grammar or spelling on documents given to you to sign in pen, ensuring that even once you understand it’s correct, it has to be re-printed!

The manager who insists on doing tasks someone else could do while unmade decisions pile up on their desk to the point of nearly halting anything getting done.

5) Refuse to give any feedback

The manager who won’t give any feedback, either positive or negative, ever, but will overreact completely when people fail to correctly understand what they want!

6) Make everyone run on their schedule

They will be 20 minutes late to every meeting, leave early, and then get angry when a minor decision is made without having their input. They insist on being the final decision maker for every aspect of every project, but then don’t make decisions in a timely manner; instead waiting until the eleventh hour and making everyone scramble to get the work done.

2) Move the goalposts

This manager changes their expectations every time you meet with them. They give out to employees for not meeting the new expectations they have just told them about and for instead wasting all their time trying to meet the expectations they set last month. They look for constant validation!

8) Refuse to let people do their jobs, then give out to them for it!

How many times have we met candidates who were hired for a job that they were not allowed to do! I met a graduate the other day who was hired as an accounts assistant but ended up selling products on the showroom floor.

9) Treat people the same, regardless of their experience

A good manager must adjust to their audience, don’t treat 10+ years experienced employees the same as those with less than one year! This is a sign that the manager does not have the confidence (or experience) to manage experience.

10) Don’t learn new skills or improve existing ones

This boss feels, why should they learn stuff when they have people to do stuff! They fail to learn even the most elementary technology like email attachments, making their staff do that in addition to their own work.

11) Only communicate the trivial

This manager can’t deliver big news that is in any way negative. They communicate on small, insignificant things and don’t tell anyone about challenges in the business, changes in process or even positive news.

3) Involve themselves in every decision

12) Build a sense of importance by talking about how busy they are all the time

This manager does not let any decision be made without weighing in, no matter how small, and no matter how long it will be before they have time to review the matter. They are hands on…no problem is too small that needs their faultless problem solving!

This manager constantly tells their team how busy they are, how they had to catch up by working all weekend. They have to remind everyone how they are busier and thus work harder than everybody else.

Often these are the same people who talk excessively at work. ■

ShelfLife February 2022 | www.shelflife.ie

One of the bad management styles which forces employees out the door, is the failure to give any feedback, followed by a major overreaction when people fail to correctly understand what they want

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24 INTERVIEW

Franchise fever With over 100 outlets, the AIL Group has been in business close to 40 years and has experienced both recessions and booms but nothing could have prepared them for the toll Covid took on the industry. Dusting themselves down, they are looking forward to steady growth in 2022. Fionnuala Carolan spoke to joint managing director David Zebedee about the franchising business in Ireland

H

eaded up by David Zebedee and Graeme Beere, the AIL Group is made up of a number of franchises including Abrakebabra, Bagel Factory, O’Brien’s Cafes and Gourmet Burger Kitchen (GBK). We spoke to Zebedee a couple of days after the harsh restrictions of Christmas 2021 were lifted. While he was very happy to see things opening up sooner than expected, the abruptness of it meant they didn’t have much time to prepare. “We managed to get the GBK restaurants open on Friday night but we were scrambling to get staff,” he explains.

“Town is still very quiet. Covid is still here.

People have been conditioned for so long to be cautious,” he says, acknowledging that it will take some time for this to dissipate and normality to resume.

So how has Covid affected this business overall? “Firstly it was just shock,” he says.

“For the first three months, it was like what is after happening? We had to tailor things by ramping up delivery services. In the end some

ShelfLife February 2022 | www.shelflife.ie

stores did better than in 2019 and some stores did worse depending on the location.

“Certainly, O’Briens was negatively affected,” he adds. “Whenever the shopping centres were closed there was no turnover.

We’ve been through a few recessions which were tough and obviously nobody saw Covid coming but you just have to adapt and get on with it. There are going to be shop closures at any given time through no fault of our own or the shop operator. We just survive and rebuild.”

Background Zebedee is originally from Co. Down but attended secondary school at Sligo Grammar where he befriended business partner Graeme Beere. After school he served in the Irish Navy for eight years before turning his attention to business and reconnecting with Beere who had opened an Abrakebabra in Dublin. “I came to Dublin to work for Graeme. He opened up a second Abrakebabra store and asked if I would

AIL Group joint managing director David Zebedee is originally from Co. Down but attended secondary school at Sligo Grammar where he befriended business partner Graeme Beere

come and work for him. The company is 40 years old now and I’m with the company 38 years,” he proudly states.

The company started as Abrakebabra Limited then expanded by taking on the other brands. First Bagel Factory, then Yo Sushi (which they no longer run the franchise for) followed by Gourmet Burger Kitchen and then well-known sandwich business, O’Briens.

The business let go of GBK a number of years ago as the South African parent company, Famous Brands wanted to take it back and made AIL Group “an offer we couldn’t refuse”. When Famous Brands got into trouble in the UK as it struggled amid the pandemic, it sold the company to the Boparan Restaurant Group. AIL Group was then again presented with the opportunity to take back the GBK franchise for Ireland which they jumped at and have since opened a new outlet in Dundrum Town Centre in December.

Right mix The company has 55 O’Briens franchises in Ireland, 30 in Malaysia, and a handful in Dubai and it is hoped that the company will reach the 100 mark by the end of 2022.

“We are seeking opportunities to expand Gourmet Burger Kitchen - we will be looking at locations such as Galway, Cork, and Limerick in the next year or so,” Zebedee says.

The company has come up with the umbrella term ‘The Oasis of Taste’ for the

INTERVIEW

locations that have all three brands in one location. There are six of these around the country and this is something that will be expanded to include GBK now that they have that brand back in the fold. “That works very well [for retailers] as it means they have a full solution,” he says. “They have the deli, the coffee offering and the fast food all under the one umbrella and then some of them have the Abra standalone with their own deli.”

They work with all the major retail groups including Maxol, BWG and Musgrave as well as standalone operators. These concessions work well in retail settings because the stores are open long hours and often have a deli but no evening offering. They all bring something fresh and enticing for the evening customer.

Zebedee explains, “We’re working closely with the Musgrave Group at the moment and they have identified sites for us there within their Daybreak operation. Retailers often have the deli offering and the coffee offering but after 3pm they have nothing to sell despite their shops being open until 11pm. That is where Abrakebabra comes in. We’ve tailored the Abra menu to suit different times of the day and different locations,” he explains.

“Traditionally Abra has been a late night business but since we adapted the menu it now trades well around lunchtime and then gets busy again around teatime when people are going home and grabbing a takeaway and of course you have the deliveries as well. Covid has been responsible for that [delivery services] being triggered. It was always there but it got a lot busier when people were stuck at home.”

Plans for growth Throughout the past two years they have been receiving a lot of enquiries about franchising but everything has been slower to instigate as it has been difficult to get builders and secure planning permissions during Covid so trying to get things over the line has been harder than normal. Despite this they are anticipating about 10 new openings in 2022.

25

James Lowe, the New Zealand rugby player, is the brand ambassador for Gourmet Burger Kitchen in a nod to the two New Zealanders who founded the brand

While enquiries may be plentiful, is the right type of franchisee difficult to identify we wondered? Zebedee claims they have been very lucky in that regard and are now attracting a new cohort. “At the moment you would have individuals who would have been let go through Covid and received redundancy and want to use it to get into the restaurant business,” he explains. “This isn’t an easy business so a new franchisee must be able to operate the business and understand the business and want it.”

What happens if things are not working out with a franchisee? Zebedee says that there is a franchise agreement put in place and there are certain triggers in that agreement that can be activated if one party is not cooperating but over the last 40 years they’ve never yet had to resort to that. “Things have come to an end by mutual agreement with both sides admitting that it’s just not working and that could be because of the location or the operators’ personal circumstances. We audit all the stores on a regular basis so we would know if things weren’t working,” he explains.

The company has a full operational team, with a health and safety officer constantly on the road visiting all the stores and liaising with the franchisees directly to endeavour that all stores are successful but Zebedee admits, “sometimes there are issues that arise that are out of our hands.”

“There is support for first time operators and we have very in-depth training programmes so before anyone signs a franchise agreement they will agree to do a full training programme and during that training programme you’ll get an indication whether they are the right people or the wrong people.

We’ve been very lucky in the past and especially in the last 10/15 years our operators have been very good,” he says.

a restaurant, ie toilets, extraction, kitchens.

Zebedee says it would be “a minimum of €50k but up to €300k depending on the size and location or if it is one brand, two brands or The Oasis of Taste”. Now that they have GBK back, there is a possibility of putting all four brands together as a mini food court.

As part of the ongoing company investment, AIL Group has recently introduced two new ambassadors for its brands. Firstly, it has Olympian Natalya Coyle for O’Briens and also James Lowe, the New Zealand rugby player for Gourmet Burger Kitchen as a nod to the two New Zealanders who founded the brand.

Rachel Allen is also still working with O‘Briens creating new recipes, and has now worked for nearly ten years with the brand.

For the foreseeable future they see growth arising from both motorway service stations and nationwide in provincial towns and cities.

“It’s very fluid. We can adapt to all locations and situations,” says Zebedee. “We’d be very positive for the year ahead. It’s very early to tell how things will go but I feel it will be a good year. For one thing, people are keen to get out and about now and hopefully we can provide an offering that excites people and drives them into stores.” n

Initial investment The AIL Group has tailored the Abrakebabra menu to suit different times of the day and different locations

The initial investment of a franchise depends on a few factors namely location and whether the prospective franchisee is taking over an existing business that has the infrastructure of

Olympian Natalya Coyle is the brand ambassador for O’Briens, which recently launched its new ‘Power of Choice’ menu

www.shelflife.ie | ShelfLife February 2022

26 ADVISOR: HR

What you need to know: HR audits CAROLINE REIDY managing director, The HR Suite

A comprehensive HR audit will not only give employers peace of mind that they are complying will all relevant employment legislation, but can also improve all aspects of the employment journey, writes The HR Suite’s Caroline Reidy

There are over 40 pieces of employment legislation protecting employee rights in the workplace and the onus is on the employer to abide by the obligations set out in this legislation. An effective way to ascertain if there are any issues with legal compliance is to have a HR audit undertaken.

The following are examples of legal obligations of employers that can result in penalties if not complied with:

Induction is the first training an employee receives in the workplace and it is therefore advised that induction should be standardized across the board to ensure that all employees receive the same information from the outset.

Induction and basic skills training assists employees to attain the required standard more quickly and reduces the learning cost of the new job.

u All employees are legally entitled to a copy of their

Probation management

Legal obligations

“Improved performance will not just happen; it needs to be planned and it involves allowing staff to understand the bigger picture and the role they play in it,” writes Caroline Reidy

u

u u u

CONTACT THE HR SUITE:

If you are an organisation based in the Republic of Ireland and require further information or advice relating to HR, please do not hesitate to contact The HR Suite office on (066) 7102887 or email the company at info@thehrsuiteonline.com.

Induction and training

contract within two months of commencing employment.

• Are your staff contracts up to date covering all relevant legislation?

• Are the contracts given to new employees within the set timeframe? u All employees must receive a written notice of the organisation’s dismissal policy and procedures within 28 days of commencing employment.

• Do you have a comprehensive policy and procedures manual for employees?

• Do you have an acceptance process signed off by your employees? u Employees must be paid the correct rate of pay including the premium due in relation to Sunday work and overtime.

• Do you have records of this?

All hours worked by employees must be recorded by employers.

• How are you currently doing this?

All employees must receive their correct break entitlements.

• Is this being recorded and logged in your business?

If you have employees under the age of 18, are they receiving the correct rate of pay and breaks?

Are all work permits or immigration permission stamps in date?

The Workplace Relations Commission inspectors (formerly NERA), visit places of employment and carry out inspections in order to ensure compliance with employment-related legislation. Such inspections involve examining books, records and documents related to employment, and conducting interviews with current and former employees.

A comprehensive HR audit will not only cover the above areas of legal compliance but will also look at all areas of the employment journey to advise on how this can be improved:

Recruitment and selection The HR Suite can review your current procedure of recruitment and selection and advise on best practice advertising, shortlisting, interviews, offers and rejections.

ShelfLife February 2022 | www.shelflife.ie

Probation is a key period in the employment journey.

Regular probationary reviews should take place with all new employees during their probation period to ensure that they reach the company standards as quickly as possible. The HR Suite can provide guidance and supporting documentation for the probation process in your organisation.

Performance management Performance management allows the company to monitor past performance against agreed standards, to identify ongoing training needs, to improve future work performance, to identify employee potential, to give feedback to employees and as a formal record of the discussion of any poor performance issues. Performance reviews should be conducted at least once a year.

Employee files and data protection The new GDPR requirements ensure that personal data is not retained for longer than is necessary. You must be able to justify why you are retaining data and so going forward you must ensure that data retention is minimised. In relation to employment documents, certain employment legislation prescribes a statutory minimum period to retain records. A review of HR files is included in The HR Suite’s audits.

Exit management The HR Suite can advise on retention of records after an employee leaves the company and can also provide best practice advice on resignation and exit interviews. Exit interviews are a great way of ascertaining feedback from employees and may show or highlight a problem in key areas.

Abiding by obligations It is important that all employers abide by their obligations set out in employment legislation to ensure not only legal compliance but employee wellbeing also. The HR Suite can conduct HR audits for employers to ensure legal compliance and will provide a detailed corrective action plan and relevant template documents tailored to specific business needs. ■

NEWS

Mash Direct boosts potato-based range with the launch of Skinny Fries Mash Direct has added to its potato-based range with the launch of Skinny Fries.

The 250g pack of Skinny Fries are made from Mash Direct’s homegrown potatoes, which are thinly cut, coated in a light crispy batter and fried for a perfect texture.

The Skinny Fries are prepared immediately after harvesting to ensure freshness, flavour and to retain the natural texture and nutritional benefits of the produce.

Oven-cooked in just 15-20 minutes from chilled, the product boasts three green traffic lights for being low in saturated fat, salt and

sugar, and is full of natural veggie goodness. Like the rest of Mash Direct’s innovative vegetable accompaniments range, the Skinny Fries are gluten-free and free from artificial colourings and flavourings.

Skinny Fries contain two servings and are currently available to purchase from selected retailers nationwide at an RRP €2.49.

Mash Direct has a range of over 50 farm fresh products, 25 of which have won Great Taste Awards.

27

Lidl provides 80,000 free period products between May – December 2021 As the first major retailer in the world to commit to combatting period poverty by offering free sanitary products in stores nationwide in April 2021, Lidl Ireland reports it has already donated more than 80,000 units through the initiative between May and December of 2021.

The retailer has also donated thousands of sanitary products to The Simon Communities of Ireland to reach those who may not have access to a smartphone, and through its partners at the Ladies Gaelic Football Association (LGFA).

The retailer recently co-hosted an event entitled ‘Combatting Period Poverty with Dignity’ with Homeless Period Ireland to discuss the issue, chaired by TV presenter, Nadine Reid.

Oven-cooked in just 15-20 minutes from chilled, Mash Direct Skinny Fries boast three green traffic lights for being low in saturated fat, salt and sugar

Jameson achieves highest ever H1 volume in Irish Distillers’ latest six-months results Irish Distillers, producer of some of the world’s most well-known Irish whiskeys, has reported results for the first half of its financial year (ending 31 December 2021).

Jameson sold 5.8 million cases (+22%) in the first six months of the financial year to December 2021. This is the highest ever H1 volume for Jameson.

In the six months to the end of December 2021, Jameson recorded volume growth in key markets including the US (+8%), the UK (+16%) and South Africa (+41%). Within the broader Jameson family, Jameson Black Barrel recorded growth of 35% globally versus the same period last year,

successfully capitalizing on the growing consumer trend towards more premium brands.

Meanwhile, consumers continued to show their appreciation for Irish Distillers’ single pot still portfolio in the first half of the year, led by Redbreast with record volume growth (+19%). The Spot range recorded volume growth of 7%, its highest ever half year volume growth.

In Ireland, both Jameson and Irish Distillers’ prestige portfolio of whiskeys enjoyed a strong performance with Jameson recording +13% volume growth compared to the same period last year.

Aldi reopens Wexford Trinity Street store following €2.8m revamp and extension Aldi has unveiled its newly revamped and extended Wexford Trinity Street store following a €2.8m overhaul. Powered by 100% green electricity, Aldi says the store has been redesigned to be as environmentally friendly as possible.

Over the past few months, the store has undergone a complete refurbishment, including the building of a new €2.8m extension, increasing the shop floor space by 37%.

Featuring Aldi’s award-winning Project Fresh layout and design, the floor size has been extended from 850sq m to 1,162sq m, and features wide aisles and hi-spec fixtures and

fittings. There are also 86 car park spaces available to Aldi shoppers, along with a bicycle rack stand.

The revamped Wexford Trinity Street store will also be the first Aldi in Ireland to trial electronic shelf labels in place of traditional paper price labels in stores.

These electronic labels will mean that price or stock changes can easily and quickly be communicated to customers.

Originally built in 2004, the store overhaul and extension has created four new permanent jobs in the local area in addition to the current team of 18 staff. This brings the total number of staff working in Aldi’s six Co. Wexford stores to over 185.

JP Scally, CEO of Lidl Ireland and Northern Ireland, TV presenter and host of the virtual event, Nadine Reid and Claire Hunt, CEO of Homeless Period Ireland

Period poverty is the lack of access to sanitary products due to financial constraints.

National data regarding consistent poverty rates suggests that approximately 53,000 85,000 women and girls may be at risk of period poverty*.

There is significant evidence of period poverty amongst certain high-risk groups, including those experiencing homelessness and/or active addiction. The latest research from an omnibus of 1,000 members of the public undertaken by iReach on behalf of Lidl shines a light on the challenges associated with period poverty in Ireland.

The research found that three in four people in Ireland believe that period products should be free to those experiencing period poverty.

Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media, Catherine Martin who previously brought a motion on period poverty in the Dail in 2019 on behalf of the Women’s Parliamentary Caucus, described period poverty as “a real issue for women in Ireland” which is having “a negative impact on their education, well-being and quality of life”.

Lidl said the group has never experienced a redemption like this for any in-store initiative.

“However, we realise that we all need to go so much further in eliminating period poverty in Ireland,” said JP Scally, CEO of Lidl Ireland and Northern Ireland. “We are committed to keeping the discussion front and centre as the legislation continues to be debated.” ■ *(Source: Period poverty in Ireland report, The Department of Health and the Department of Children, Equality, Disability, Integration and Youth, 2021)

www.shelflife.ie | ShelfLife February 2022

28 ADVISOR: Marketing

Avoiding the busyness trap in business COLIN GORDON marketing expert

Marketing operates at the fulcrum of every company and as such there’s always plenty of tasks to complete, but it’s important not to distract oneself with busy work - it’s what you don’t do that matters, writes Colin Gordon

I

n marketing, it’s easy to get caught up doing ‘stuff’. There are new competitors to deal with, demands and challenges from customers, new communications platforms to understand, new promotional ideas. And! And you have the internal challenges to cope with.

There are reports to be written, research to be understood and personnel issues to be addressed.

Internal and external facing Of all business functions, marketing could very easily be seen as having the most complex set of conditions to manage – whether they are brought about by internal or external sources.

Most other functions in a company face in one direction or the other. I can’t think of any others that do both, except for marketing. The finance function tends to face internally (albeit with a glance towards banks, maybe the stock market, etc); operations tends to be focused almost entirely on the back end of the supply chain and ensuring staff and production efficiency (with a recognition that the output needs to go the external ‘world’); HR has a strong focus on managing the current staff issues; customer service is predominantly an externally focused function.

Marketing captures all these, the external and internal world. It’s therefore important to prioritise and

Tim Cook took over at the helm of Apple in 2011 and has since seen the tech company’s value rise by a mammoth $700m per day

not get het up on trying to do everything. But it’s a balance.

Marketing is not a general jobsbody just there to be hovering up all the parts of the business operation that others are not properly addressing. Instead, it uniquely resides on the fulcrum point of an organisation, balancing the external demands and challenges with the internal conditions and circumstances

What can we learn from Apple’s obvious success? Silicon Valley’s Constellation Research CEO Ray Wang says one of Tim Cook’s biggest achievements is simply having a keen sense of where Apple should compete and where it should abstain: “Tim’s job, every day, is to say, ‘what are we not going to do?’”.

ShelfLife February 2022 | www.shelflife.ie

to create a way of clearing out all the problems and enhancing all the opportunities in an effort to drive sustained growth and real companywide efficiency.

When I say “all”, I should be more careful. Given where it sits in an organisation, marketing can so easily get busy just being busy, doing stuff.

It’s vital to prioritise and truly know what needs to be done for the real benefit of delivering the strategy. Doing what’s right versus what’s urgent.

A clear vision When I think of prioritising, I think of ‘North Stars’, focusing on one key metric, or what I call ‘One Big Thing’ (or Number). What are we all together trying to achieve? Are we all aligned to do what’s right to achieve

ADVISOR: Marketing 29

it? So often, it is what you can discard that helps this prioritisation. This theory came to life when I read an article in The Financial Times recently (8 January 2022) which focused on one of the most successful companies in history – Apple Inc. Imagine being the successor to Steve Jobs! Tim Cook took over at the helm of Apple in 2011 and was seen by some leaders in the tech sector as bound to fail.

Apple’s value since 2011 has risen by $700m per day!

What can we learn from this most obvious success? Silicon Valley’s Constellation Research CEO Ray Wang says one of Tim Cook’s biggest achievements is simply having a keen sense of where Apple should compete and where it should abstain: “Tim’s job, every day, is to say, ‘what are we not going to do?’”.

Making the choice easier Having a clear view of what you should and shouldn’t be doing is so obvious and yet a difficult objective to attain. Some may say that it is different in day-to-day marketing than say for a CEO of an already highly successful company. But a

company’s progress (or lack of it) is based on the sum of all the individual actions and inactions. Everything matters! If marketing is at the centre of a business’ operations, then it is at the centre of the ‘what to do and not do’ challenge. The only way to make the choice on the run each day is to have a clearly articulated objective which drives through the company and makes the choice of what to be doing and not doing much easier.

The CEO and the board have clear roles in maintaining this focus. Whether there is a formal marketing function in the business or not, the role of managing the internal and external fulcrum is critical to the success of the company.

Not getting caught up in just being busy for its own sake is a key aspect of how successful a company can be and of how fulfilling a job can be.

Deciding not to do something and maybe to become less busy (for its own sake) is by no means easy. It takes discipline and a supportive business to recognise this. But it’s the right thing to do. To replay a bit of advice from President Ronald Reagan: “Just don’t do something, stand there!” n

‘Marketing is in trouble: How we got here and 10 steps to get us out’ by Colin Gordon is now available to purchase, published by Orpen Press.

To get your hands on a copy, visit the following: www.orpenpress.com UK: www.amazon.co.uk/dp/B08M9XY6HF US: www.amazon.com/dp/B08M9XY6HF Ireland: Marketing is in trouble eBook by Colin Gordon - 9781786051127.

Rakuten Kobo Ireland - www.kobo.com/ie/en/ ebook/marketing-is-in-trouble.

TASTY FRIES FOR MIND BLOWING SALES NEW

www.shelflife.ie | ShelfLife February 2022

30 CATEGORY FOCUS Household Paper

Gut Health

Soak it all up

Household Paper

Protein Products

Frozen Foods

Easter

Ireland’s number one total paper manufacturer Essity has set a strong sustainability goal of 100% recycled packaging made with 85% renewable materials by 2025. ShelfLife looks at the forward-thinking company with so many popular brands in the paper category

E

ssity is the number one manufacturer of tissue (toilet tissue, household towel and facial tissue) in the Irish market. Essity’s global ambition for sustainability is to achieve 100% recyclable packaging made with 85% renewable and recycled materials by 2025.

Currently, Essity Ireland holds 19.2%* share in the market. The company will continue in 2022 to advertise its brands on TV with a new TV commercial soon to appear for Cushelle toilet tissue as well as Plenty household towel.

Ireland’s number one toilet brand Cushelle is Ireland’s number one toilet tissue brand and one of the fastest growing with the most recent Kantar data showing that one in five shoppers buy Cushelle (Source: Kantar WPO data to 6 December 2022). A bathroomhygiene essential, we all use toilet tissue every day to stay clean and hygienic. But really the best toilet tissue is the one that makes you and your loved ones feel comfortable and cared for too.

Cushelle is now also available in a more sustainable option with Cushelle Double Roll, available in 85% recycled and renewable packaging. Cushelle Double Roll (RRP €7.99) has twice as many sheets as the standard roll; an irresistibly cushiony soft Cushelle Double Roll lasts even longer so you won’t have to change the roll as often. It is also wrapped in packaging made from 60% recycled plastic and 25% plant-based materials.

“Our new Cushelle Double Rolls in 85% recycled and renewable packaging offers

Kantar data shows that one in five shoppers buy Cushelle

ShelfLife February 2022 | www.shelflife.ie

consumers the chance to make small changes without compromising on quality,” says Simon Pickering, country manager, Essity Ireland Ltd. “All Cushelle packaging is recyclable and comes with a recyclability message on pack and on the back of pack there is clear messaging to help consumers understand how they can dispose of the packaging at their local Repak location, minimising the carbon footprint of our products.

“We are constantly innovating to reduce our carbon footprint,” Pickering explains. “With meaningful changes to our manufacturing, Plenty Max is three times stronger when wet and removes 99.9% of bacteria

platform also has educational articles on home recycling, and eco-friendly cleaning tips.

Sustainability at its core Cushelle Double Roll has twice as many sheets as the standard roll

superior fibres and smarter product design, we are working to significantly reduce the impact our tissue products have on the environment. One of our key commitments is to reduce our greenhouse gas emissions by 25% by 2030 from a 2016 base-year.”

Three times stronger Plenty is Ireland’s leading household towel brand with 25.5% market share (Source: Nielsen total Scantrack data to 3 December 2021). Plenty has an exciting new TV campaign coming in H1 2022. As well as this Plenty launched Plenty Max into the market in 2021 which is three times stronger when wet and removes 99.9% of bacteria with its bacteria trap in the structure of the towel.

Sustainability has been a key focus for Plenty for many years and the brand recently launched an online sustainability platform at www.plenty.com/sustainability to showcase examples of how Plenty is leading the way when it comes to sustainability.

One example that highlights how Plenty has been driving the sustainability agenda for many years is from 2017 when it moved from 50 sheets per roll to 100 sheets, which reduced the carbon footprint by 2% and resulted in 700 less lorries on the road every day across the UK and ROI. Plenty’s online

All Plenty packaging is recyclable and comes with a recyclability message on-pack, and on the back of each pack there is clear messaging to help consumers understand how they can dispose of the packaging. Due to technology advancements in Ireland, soft plastics, including Plenty and Cushelle packaging are now recyclable in Irish household recycling bins.

According to Pickering: “We have goals towards sustainability and with our market leading brands our aim is to remain at the forefront of consumers’ minds.”

Essity is a leading global hygiene and health company dedicated to improving wellbeing through products and solutions, essentials for everyday life. The name Essity stems from the words essentials and necessities.

The sustainable business model creates value for people and nature. Sales are conducted in approximately 150 countries under the leading global brands such as Cushelle, Plenty, Tena and regional brands such as Cushelle, Plenty, Velvet, Tena, Bodyform and Demak’Up. The company is dedicated to improving wellbeing through its products and services.

Essity has about 46,000 employees and net sales in 2019 amounted to approximately €12.2bn.

For more information, visit www.essity.com. ■ *(Source: Kantar Worldpanel MAT Data to 5 September Total Manufacturer Share) **(Source: Nielsen total Scantrack data to 2 January 2022)

CATEGORY FOCUS Protein Products

Household Paper

Protein Products

Frozen Foods

Easter

Gut Health

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Protein perfection For many consumers, the Covid-19 pandemic has reinforced the importance of exercise and maintaining fitness levels in order to improve not just their physical but also their mental health. Protein/sports products have therefore gained an ever-larger audience in recent years, and stocking up on impulse as well as larger formats will ensure you don’t disappoint a dedicated custom base

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t’s no secret that Ireland has undergone a mini health and wellness revolution in the last decade. Just as protein content, energy values, and nutritional profiles have become more important to Irish shoppers, the nation’s retailers have been keeping their shelves stocked with all the top products. While initially impacted by Covid-19, a report from Euromonitor, titled ‘Sports Nutrition in Ireland’, states the pandemic will ultimately heighten consumer interest in health and fitness. The report, which was published in October 2021, predicts that sales of sports

nutrition will increase this year, as consumers enjoy the return to playing competitive and team sports and training in gyms.

In a report entitled ‘A year of innovation in snack bars, 2020’, Mintel also reports that added protein content continues to trend in snack bar launches.

Impulse plays an important role for sales of both energy/protein bars and sports/energy drinks moreover. Research by Shopper Intelligence shows that 53% of consumers said about sports drinks that: “I sometimes buy it just because I feel like it at the time.”

Fulfil Crispy is a lite bite bar at 37g with 10g protein, nine vitamins and low sugar

Fulfil Crispy is available in two flavours, Crispy Caramel and Crispy Peanut & Caramel

Fulfil your potential Fulfil Nutrition, like many other impulse brands, has had to deal with the challenges presented by Covid-19. However, sales in 2021 were very strong indicating that consumers are not only looking for healthier options, they want to indulge as well and Fulfil is the perfect blend of both. Fulfil Nutrition is not only Ireland’s number one healthy impulse bar brand with 61% value share but is also the number two impulse bar overall, outselling nearly every other chocolate bar brand.

Since day one Fulfil Nutrition has performed well due to its product offering, as a great tasting bar with benefits that have resonated with Irish consumers, as well as its

ShelfLife February 2022 | www.shelflife.ie

This contrasts with 33% of consumers who gave the same response in the context of the total store. In-store triggers can therefore play an important role in “creating a craving” in-store and driving sales. More in-store POS, secondary displays and promotions in sports/energy drinks will therefore prove effective, according to Shopper Intelligence.

With that in mind, over the next few pages, we outline the leading players within protein, and particularly, the protein bar, snacks and sports drink sectors.

Oat to watch out for!

Pro-Oats is the newest member to the evergrowing Avonmore Protein Milk range.

Available in a 500ml carton, it contains 27g protein and 23g gluten-free oats and is perfect for those who exercise in the mornings, seek to hit their protein goals, and grab breakfast on-the-go, all in one carton. Pro-Oats has a lovely vanilla flavour with a smooth texture and has gotten off to an amazing start since its launch in November 2021.

complete range of flavours that have sustained its popularity.

Fulfil Nutrition launched the 55g Chocolate Caramel in 2021, providing the same great taste, low sugar, and nine vitamins as the popular and best-selling Salted Caramel. The brand has also introduced a new product range, Fulfil Crispy, which is a lite bite bar at 37g with 10g protein, nine vitamins and low sugar available in the two flavours, Crispy Caramel and Crispy Peanut & Caramel.

Keep up to date with the latest news @fulfil_nutrition on Instagram and @fulfil on Twitter. *(Source: Collated ROI EPOS nine retailers c1700 stores 52 w.e. 2 Jan 2022)

Each 500ml carton of Avonmore Pro-Oats contains 27g protein and 23g gluten-free oats

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Gut Health

South African star

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Protein Products

Frozen Foods

Easter

Cali Cali is raising the bar with the next generation of protein bars

Raising the bar Cali Cali launched almost three years ago, with a healthy crisp and sauce range inspired by the flavours of the west coast of the US. Now, with an enviable product range and loyal customer base, the Irish brand is launching a new range of its Cali Cali Superbars.

The two newly launched flavours are Chocolate & Salted Caramel and Chocolate Coconut & Goji Berries, joining the existing flavours of Chocolate & Himalayan Sea-Salt and Chocolate & Peanut. While health benefits are front of mind with these products, so are taste and texture. The bars are bursting with natural flavourings and are light and fluffy – great with coffee or for munching on-the-go.

The tasty Cali Cali Superbars are high in vitamin D which is crucial for immunity boosting, high in protein, gluten-free, and vegan-friendly. The Superbars have been created without sugar alcohols, which are found in most protein bars so every element of the health journey has been thought through and implemented to create a truly superior product. Avoiding synthetic ingredients and focusing on real ingredients, the Superbars use real Belgian chocolate, which is sweetened with all-natural chicory root to deliver all the flavour of a chocolate treat but with ‘super’ benefits.

Cali Cali Superbars retail at €2.59 per bar and are widely stocked across Ireland in retailers such as Tesco, Dunnes, Centra, SuperValu, Applegreen, Spar and Circle K to name a few.

For more information, visit www.calicalifoods.com or follow on social media @calicalifoods on Instagram, Facebook and Tik Tok.

Irish Biltong is one of the finest, high protein health snacks on the market that is low in both sugar and fat and is highly nutritious. In fact, Irish Biltong has an amazing 69% protein content, the highest known protein content available in biltong snacks in both Ireland and the UK. The Irish Biltong Company is a familyowned business owned and managed by Noreen Doyle and her husband John from their farm in County Kildare. Both Noreen and John come from farming backgrounds with John’s family having a tradition in the meat industry for over 65 years. Irish Biltong is distributed on the Irish market by Ampersand which drives sales of the brand within the convenience and forecourt sector.

Biltong is an air-dried meat snack that originated from South Africa hundreds of years ago, but in recent times it has entered sporting circles to healthily boost players’ protein intake.

Irish Biltong can also be added to favourite dishes and is delicious in salads, soups, omelettes and in a variety of beef dishes

Biltong is made by marinating beef in a special spice mix, allowing it to air dry before it is cut into thin strips to be eaten as a healthy snack. John takes great pride in every batch of Irish Biltong that he makes. Irish Biltong is made from only the finest cuts of Irish grass-fed beef, all from local farms including their own which ensures full traceability from start to finish on the production. From dry aging the beef, hand curing, air drying, tender hooking and hand cutting the Irish Biltong, the product is produced with the greatest of pride with the oldest of traditional techniques known in the industry.

Irish Biltong comes in two flavours, Original and Chilli. Retailing at €3, the gourmet snack is packaged in convenient, ambient, 25-gram re-sealable food grade bags and is sold in-store on hanging clip-strips that can be multi-sited around the store. It’s perfect as a ready-to-eat snack for health-conscious consumers on-the-go or for recovery after training.

For more information, contact your Ampersand representative or the direct sales line on 01 4130150.

Positive sustainability step Using the best superfood ingredients, vegan protein and with a vitamin D immunity blend, the new Cali Cali Superbars are a must for healthy snackers

ShelfLife February 2022 | www.shelflife.ie

Lucozade Sport, the original and number one sports drink brand on the island of Ireland has launched new-look bottles with a reduced plastic sleeve. The new reduced plastic sleeve will allow bottles to be correctly identified and sorted into the correct recycling stream by

Lucozade Sport will introduce bottles made from 100% recycled PET across the range into the Irish market in 2022 Lucozade Sport has invested in a substantial through-theline launch campaign across the Six Nations championship

recycling facilities to process used bottles more easily into new bottles.

Lucozade Sport has committed to ensuring its bottles are made from 100% recycled plastic, and will introduce bottles made from 100% recycled PET across the range into the Irish market in 2022, saving a significant amount of virgin PET. The move will help bring the business closer to its goal of making all its plastic packaging sustainable by 2030.

“This is a really positive step on our sustainability journey,” says Philip Keenan, Lucozade Sport marketing manager, Ireland.

“The new design enables recycling facilities to easily recognise the PET bottle and allows them to be recycled into new bottles. In addition to this step, across 2022, we will transition into having all our Lucozade Sport bottles made from 100% recycled PET. To support this significant initiative, we have invested in a substantial through-the-line launch campaign across the Six Nations championship, leveraging our Irish Rugby partnership, to highlight our new bottle design and encouraging our consumers to recycle their bottles.”

The move follows a £7.8m (sterling) investment by SBF GB and Ireland into making its packaging more sustainable.

Juicing up energy category With the energy category continuing to experience rapid expansion, Monster Energy is primed to continue to capture this growth for retailers.

Contributing to this success were three innovations which led the energy category for 2021: Monster Monarch, Monster Nitro Super Dry and Monster Ultra Fiesta Mango. In particular, Monster Ultra Fiesta Mango capitalised on the continued growth of the ‘zero sugar’ energy segment across the island of Ireland in 2021.

That innovation will continue in 2022, with two exciting new flavours launching across the island of Ireland in February, following their unprecedented success in other markets.

The two new flavours include Ultra Watermelon: a “new blend of flavour and energy inspired by those endless summer days you hope never end” in a zero-sugar package; light and refreshing.

Monster Energy Khaotic is another exciting addition. Back in the day - 2005 to be specific - Monster Energy shook up the energy drink game by combining the refreshing and great taste of real juice, with an industry-leading

Protein Products CATEGORY FOCUS

offers all the benefits of a performance energy drink, with zero sugar and zero calories.

Each can of Reign also contains the highest quality BCAAs (leucine, iso-leucine and valine). These essential amino acids are not produced in the body and are therefore crucial components of a balanced diet. BACCs, along with l-arginine and B vitamins may help muscle recovery after a hard-hitting workout.

Easter

With a recent Bord Bia report on ‘Snacking Today in Ireland and the UK’ showing the growing importance of health in the snacking category and demand for great tasting snacks without the guilt of traditional, indulgent products, Jo’s Absolute Nutrition’s range and

Shopper Intelligence: In-store visibility is key The energy/sports drinks category continues to see huge growth over time and the key to its success is display and visibility in-store.

Shoppers shop this category impulsively and immediate ‘cravings’ are often created in-store by simply seeing the category. Availability of the key big brands are also important to shoppers. However, what shoppers are telling us is that they don’t find this category particularly easy to find or shop. Is improving this the key to sustained future growth?

THE IRISH ENERGY DRINKS SHOPPER 3 insights in a nutshell

‘I planned to buy a particular brand’ 60% 40%

Rank: #17

39%

‘I sometimes buy it just because I feel like it at the time’ 60%

26%

20%

0%

0%

‘Average of 18 satisfaction statements’ 80%

53% 33%

40%

20%

Sports/Energy Total Store Drinks

Rank: #34

60%

Rank: #119

54%

66%

40%

20%

Sports/Energy Total Store Drinks

0%

Sports/Energy Total Store Drinks

Brand

Impulsivity

Satisfaction

Shoppers are planning to buy a particular brand of Sports/Energy Drinks (ranked #17 of 127 categories).

Shoppers need/use triggers in-store as the trigger will create a craving for Sports/Energy, which means they buy it.

Action: More in-store POS, secondary displays and promos in Sports/Energy Drinks.

Shoppers are less satisfied with Sports/Energy Drinks on all aspects. (ranked #119 of 127 categories). Shoppers don't find it easy to shop.

Action: Ensure there is sufficient space and stock of the key brands.

i

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021.

Shopper insights available for 127 FMCG categories in 2021

Action: Improve satisfaction in key areas to drive sales performance.

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com www.shopperintelligence.com

www.shelflife.ie | ShelfLife February 2022

Household Paper

place is the market is a win-win for both retailers and consumers.

Jo’s Absolute Nutrition launched its protein and energy ball range in 2015, coming to the market with three core flavours, Chocolate Protein Balls, Chia & Coconut Energy Balls and Rawlo’s (a raw caramel coated in dark chocolate). Handmade in its gluten free bakery in Rathcoole, Co. Dublin, Absolute Nutrition has since added Peanut Butter Bombs & Caffe Mocha Bliss Balls to its convenient two-pack range.

According to a recent Mintel report on ‘Consumer Snacking Habits in Ireland’, 58% of Irish consumers are snacking twice or three times a day, with only 16% saying that they do not snack on a daily basis (Source: Mintel, 2019).

Protein Products

Jo’s Absolute Nutrition offers Chocolate Protein Balls, Chia & Coconut Energy Balls and Rawlo’s (a raw caramel coated in dark chocolate)

Boasting award-winning flavours, all Jo’s Absolute Nutrition products are high fibre, gluten free and vegetarian

Frozen Foods

An absolute joy

Workout buddy Engineered to fuel the toughest workouts, Reign Total Body Fuel incorporates natural caffeine, zero sugar, zero calories, BCAAs, l-arginine and B vitamins.

The range comes in six different flavours: Razzle Berry, Orange Dreamsicle, Melon Mania, Lemon HDZ, Sour Apple, and Peach Fizz.

Best consumed before a workout, Reign Total Body Fuel contains natural caffeine, derived from green coffee beans, to provide sustained energy which allows individuals to perform at their peak throughout a workout.

Your customers can stay on track of their fitness goals with Reign Total Body Fuel. It

Gut Health

energy blend to launch what was then known as Monster Khaos. The brand says it proved to be an instant classic with fans and athletes alike, who loved the awesome combination of fruit juices and performance. In fact, it started a trend which left rivals scrambling in Monster Energy’s wake; leading to a further four more ‘energy + juice’ flavours being released after Khaos blazed the trail.

Fast forward a decade, and Monster Energy has decided it was time for a makeover for the classic blend that kickstarted a revolution.

Enter Monster Energy Khaotic.

While at its core the Monster Energy DNA hasn’t changed, there have been a few epic tweaks which bring Khaotic right up to date for 2022. A lightened flavour with a specially mixed orange juice blend, brings a crisp and refreshing citrus taste. Monster describes it as a “perfect follow-up to the smash hit that revolutionised the market ten years ago”.

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Cookies in the zone!

Jo’s Absolute Nutrition products are handmade in the brand’s gluten free bakery in Rathcoole, Co. Dublin

Absolute Nutrition’s convenient range boasts award-winning flavours. All the products are high fibre, gluten free, vegetarian and ideal for on-the-go or an indulgent treat using the finest nutrient dense ingredients such as almond, peanuts and high-quality cocoa.

To keep up to date on all the brand’s latest news, follow Absolute Nutrition on Instagram and Twitter @absnutfoods. Absolute Nutrition is a proud member of both Love Irish Food and Guaranteed Irish.

An exciting new Irish protein cookies brand will hit shelves this month, endorsed by the GAA and GPA. East Coast Bakehouse has announced the launch of a new Irish protein brand called In the Zone, created in partnership with the GAA and GPA as The Official Players Choice.

The new range comprises of four tasty variants, two high protein low sugar cookies – Soft Bake Double Chocolate flavour and Soft Bake Cookies & Cream flavour, both with 20g of protein, as well as two high protein biscuits with 10g of protein – Crunchy Double Chocolate flavour and Crunchy Salted Caramel flavour.

The range is designed to target healthconscious consumers, who don’t want to compromise on great taste.

Sean Murphy, managing director of East Coast Bakehouse says the group is “incredibly excited” to launch a new Irish protein brand, and proud to have the endorsement of the GAA and GPA. “It is no secret there is continued growing demand for high protein snacking options, but the majority of these protein snacks are imported into Ireland,” Murphy says.

“We are confident that there is a significant opportunity for Irish retailers to support a great tasting Irish protein brand, with product proudly made in Ireland.

“We’ve had a fantastic consumer response already, and we look forward to building

momentum with a strong consumer launch plan to drive brand awareness and product trial,” he adds.

In the Zone plans to get into the heart of the GAA community through launching an Ambassadors Club, bringing players on board at all levels across the country to support the launch. The brand is also looking to support players through employment opportunities.

The In the Zone launch follows a strong pipeline of innovation from East Coast Bakehouse, building on the success of its Enrobed range and Vegan range launched last year.

In the Zone is stocked nationwide in SuperValu and Centra stores now (RSP: €2.50).

For distribution, contact hello@eastcoastbakehouse.com ■

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In the Zone plans to get into the heart of the GAA community through launching an Ambassadors Club and supporting players through employment opportunities

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APPOINTMENTS

Fresh appoints new managing director, David Field

Jennifer Martin

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Aramark Northern Europe appoints Jennifer Martin as marketing and innovation director

David Field has been appointed as the new MD of Fresh The Good Food Market.

Currently CEO of the Irish Marketing David Field Institute, Field will take up his new role in March 2022.

In a press statement, Fresh said the appointment comes as “a result of the robust growth of Fresh’s operations in Ireland along with the addition of new stores to the group”.

Noel Smith, founder and managing director at Fresh is to assume the position of group CEO. David Field has a broad and extensive experience within the retail sector and has previously served as commercial trading director at Eason, marketing director for Brown Thomas, and head of marketing and retail development for Eason. Prior to that, he held commercial and marketing positions with leading businesses such as Glanbia, Superquinn and previously at Fresh The Good Food Market.

He has been responsible for developing commercial strategies, building organisational capabilities and highperformance teams, and for overall business delivery in marketing, retail operations and eCommerce.

Field has held a number of directorships with organisations including Children’s Books Ireland, Irish Book Awards and the Marketing Institute of Ireland. He holds a Postgraduate Diploma in Entrepreneurial Studies from the UCD Smurfit School of Business and a Bachelor of Arts from University College Dublin.

She takes over from Carolyn Hails, who has been promoted to the global role of vice president of marketing and innovation for Aramark International, serving Aramark’s business across 20 markets outside the US. Martin joins Aramark from her previous role as chief operating officer at The Vet, a privately-owned group of veterinary centres, following a successful turnaround and sale.

Prior to this, she worked within the hospitality sector gaining a wealth of experience at TGI Friday’s, Marston’s PLC, and The Restaurant Group PLC, where she developed a broad range of brands and concepts across high street bars, restaurants, pubs and hotels.

Continuing an already impressive career, Martin joins Aramark at an exciting time of growth, with her role encompassing marketing, communications, and dietetics and wellbeing teams who work to support the organisation’s growth across the region.

With a degree in psychology, Martin has a keen interest in human behaviour and decision making, using consumer insights to ensure clients’ needs are not only met but exceeded. She will report directly to Frank Gleeson, CEO, and join Aramark’s executive leadership team for the region.

Aidan Greene appointed CEO of Core

Mark Lee appointed CEO at Sysco Ireland

Marketing communications company Core has appointed Aidan Greene as the new CEO of the business, effective from 4 April 2022. Following a planned succession strategy, Alan Cox is departing Core to launch a software business specialising in the area of business transformation.

Since his appointment as deputy CEO in 2014, Greene has worked alongside Alan Cox to lead a team who have transformed Core from a number of media agencies, to a growing business providing fullsolution services to the marketing communications sector.

Greene will continue his ongoing work with the senior management team to continue developing a culture of collaboration in the workplace which has led to Core consistently being awarded a ‘Great Place to Work’ accolade for over a decade.

With nearly three decades of experience, Greene was previously the managing director of media planning and buying agency, MediaVest (now called Spark Foundry). He launched the direct response media agency, Clear Blue Water, in 2005, before taking the reins of MediaVest in 2007. He has also worked in Ogilvy & Mather and Carat. Greene spent two years as president of the Institute of Advertising Practitioners of Ireland (IAPI) and is currently chairperson of the board of the Virgin Media Dublin International Film Festival. He has lectured in the Dublin Institute of Technology and the Fitzwilliam Institute.

Aidan Greene, incoming CEO of Core (right) with Alan Cox, outgoing CEO

Foodservice provider Aramark Northern Europe has appointed Jennifer Martin as marketing and innovation director, Northern Europe.

Sysco Ireland has appointed Mark Lee as CEO, following a handover period with outgoing CEO Peter Jackson, who has been appointed as the new CEO of Sysco in Mark Lee Great Britain.

Mark Lee joined Sysco Ireland in December 2018 as commercial director, responsible for sales, marketing, and customer engagement.

His achievements include overseeing the rebrand of Pallas Foods to Sysco Ireland, the largest foodservice business with over 10,000 customers and seven-day delivery coverage nationwide. He also led the significant growth of Sysco’s independent customer business, managed the rollout of Sysco’s World Food customer proposition, and launched a new e-commerce platform, Sysco Store. Prior to joining Sysco, Lee held senior roles at Brook Foods, Compass Group and the Doyle Collection, developing a broad base of commercial leadership experience.

“Under Mark’s commercial leadership, independent foodservice sales have grown rapidly across the island of Ireland over the last three years,” said Tim Ørting, executive vice president & president, foodservice operations of Sysco International.

“The rebrand to Sysco Ireland and launch of Sysco Store have proven to be very compelling for our independent customers, making it even easier to engage with our business and help us to consistently deliver for them, every day,” he added, while thanking Peter Jackson for his leadership over the past four years. ■

www.shelflife.ie | ShelfLife February 2022

Fabulously frozen Serving up taste and nutrition at the right price, while playing an important role in the ongoing battle against food waste, frozen food is an important category to get right with premium products using quality ingredients on display, writes Gillian Hamill

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38 CATEGORY FOCUS Frozen Foods

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n the early days of lockdown, stockpiling had a significant impact on sales of frozen foods in Ireland, as consumers looked to stretch the impact of their trip to the grocery store. Today, shoppers are returning to the frozen aisle for the many healthy, long-lasting, convenient foods the category has on offer.

The frozen food category has evolved in recent years to align with the changing demands of the Irish market. In an era when both health and wellness and environmental concerns are important to consumers, leading frozen food brands are generating sales by delivering taste and nutrition at the right price, while also helping to reduce food waste.

What’s more, quality ingredients mean the convenience of frozen foods does not come with a cost to healthy eating. The category is traditionally an area where shoppers stock up on pre-planned purchases so retailers should be aware of the latest innovations and products in the category. However, as analyst Shopper Intelligence points out on page 42, some segments are more impulse-driven.

A recent Mintel report covering the UK market, reflects some of the trends currently occurring within the Irish marketplace. The ‘UK

Attitudes Towards Frozen Foods’ market report found frozen food sales grew strongly in 2020 and for much of the first half of 2021 due to the Covid-19 restrictions shifting meal occasions to the home and consumers stockpiling long-life products. The report found value sales of frozen food are expected to rise by 11.5% to just under £6.1 billion over 2021-26.

According to Mintel, frozen food products with ethical certifications and labelling merit further explorations, as ethical claims are extremely rare in the frozen foods sector.

Innovation here would also help companies to tap into consumers’ increased ethical awareness as a result of the Covid-19 pandemic.

Mintel also found there is a need for more health-led NPD in the frozen foods category given consumers’ heightened health consciousness since the Covid-19 outbreak, with the impending new restrictions on marketing and in-store promotions of HFSS (high in (saturated) fat, salt or sugar) foods adding urgency to this for certain segments.

A further Mintel study entitled ‘Ireland Chilled vs Frozen Foods Market Report 2020’

also reveals some interesting insights. This found that frozen foods in particular have benefited during the pandemic, likely for their long shelf life and lower price point, which have proven to be of vital importance with seven in 10 consumers agreeing that frozen food has been useful during the Covid-19 outbreak. According to Mintel, chilled foods’ higher price point may see some cashstrapped consumers shift more towards ownlabel alternatives, discounters or frozen foods.

However, the biggest opportunity presenting itself to chilled and frozen foods is the increased time consumers are spending at home and the associated rise in in-home meal preparation.

As is the case right across the economy, inflation is impacting the frozen sector.

Grocery market figures from Kantar for the 12 weeks ending 3 October 2021, found that prices are 0.6% higher than a year ago, with healthcare, hot beverages and frozen food the most affected categories – up 8.0%, 5.1% and 4.6% respectively. This makes the value-formoney proposition represented by the brands on these pages all the more impressive.

Leader in frozen potato

Frozen food has become particularly valued by a rising number of environmentally conscious consumers, with 49% of shoppers in Ireland considering sustainability when buying food and drink**. Welcoming the category’s benefit of reduced food waste, this increased consumer demand for frozen has been notable in the Irish market, with McCain seeing a growth of 14.1% in the sector***.

Alongside reduced food waste, the recent announcement concerning packaging waste

by Irish Minister of State, Ossian Smyth, has meant that all McCain packaging is now recyclable. The frozen giant has also pledged to make 100% of its packaging recyclable, reusable or compostable worldwide by 2025.

The brand’s focus on sustainability and reducing waste is also further demonstrated by its mission to have zero waste to landfill and 100% potato utilisation that same year.

McCain will continue to focus on sustainable

business practices as well as highlighting the role of frozen food in combating food waste and will work with retailers to educate consumers on these benefits.

McCain is the number one frozen potato brand in Ireland* and as a category leader, has continued to adapt to the new shopping habits that have arisen during the pandemic reshaping the retail landscape.

All McCain packaging is now recyclable, and the brand has pledged to make 100% of its packaging recyclable, reusable or compostable worldwide by 2025

ShelfLife February 2022 | www.shelflife.ie

*(Source: Nielsen Scantrack, Value Share MAT To 2/1/22) **(Source: www.irishtimes.com/business/agribusiness-andfood/consumers-expectations-around-sustainability-nowmuch-higher-1.4609366) ***(Source: Nielsen Scantrack Value MAT To 2/1/22 % Chge vs 2YAGO)

McCain is Ireland’s number one frozen potato brand

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40 CATEGORY FOCUS Frozen Foods

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with Jim Mahon,

commercial director, Vista Foods

Q: What impact did the Covid-19 pandemic exert on sales and how did you navigate the various challenges involved?

A: We launched the Chicken with Attitude range in the last quarter of 2019 with a flurry of In-store tasting demonstrations. Our demonstrators were cooking up the products in an air fryer and consumers were amazed with how good the chicken tasted.

Comments like ‘It tastes like real chicken’ or ‘So crispy and juicy’ were common. People told us that they would never usually buy frozen cooked chicken, but this range definitely changed their attitude.

Then disaster. The Covid pandemic arrived in early 2020. All cooking demonstrations were cancelled and the masks went on. We largely had to rely on the quality of the packaging and some innovative promotions to keep sales moving, encouraging trial and consumer tasting at home. Thankfully retail shopping went through the roof. The brand prospered.

Q: In today’s climate, health is a key concern for many shoppers, who are increasingly looking for quality ingredients. How are you appealing to this cohort through your product specification?

A: The basic product is hand-cut chicken breast fillet. Nothing is chopped and shaped with added water. Consumers can rest assured they are buying premium quality. There is no MSG and we have designed coatings which crisp up perfectly from an air fryer or oven in 15 minutes.

No oil is required.

Q: How significant a factor is price for consumers within your category?

A: I believe consumers are becoming more knowledgeable when it comes to purchasing.

Made from real chicken, Chicken with Attitude is a premium offering, designed to stand out from cheaper, chopped and shaped reformed alternatives available in the market

We deliberately positioned Chicken with Attitude as a premium product in a 500g family size bag. For 18 tenders of real chicken with unique flavours, the price is €11 per kg: €5.49 per bag. Cheaper, chopped and shaped reformed alternatives can sell from €15 to €18 per kg. Smaller bags may bring down the unit cost, but it is a false economy. Consumers are liking the quality difference. For a fiver they are getting delicious snack food. People want to feed their families with the best quality available and Chicken with Attitude is therefore becoming the preferred family choice.

Q: How does your product range stand out from other options available within the market?

A: The majority of packs out there fall into the yellow and red category with the company name being the brand. We chose a quirky name and personality for the brand ‘Chicken with Attitude’ in distinctive duck egg blue bags. So between the name, the colour and the

Southern Style Tenders are the latest addition to the Chicken with Attitude range which also includes Crispy Golden Tenders, Sizzler Hot & Spicy Tenders and Popcorn Chicken

ShelfLife February 2022 | www.shelflife.ie

‘Outrageously Tasty‘ promise, there are a lot of unique selling propositions going on. The bags have tremendous shelf impact and merchandise well. We also have bespoke CWA freezers in top stores to stimulate sales. The family size bag is extremely popular as it can feed two adults and two children.

Q: What plans for further innovation do you currently have in the pipeline?

A: Besides the initial three products in the range: Crispy Golden Tenders, Sizzler Hot & Spicy Tenders and Popcorn Chicken, we have recently introduced new Southern Style Tenders.

We will continue to expand distribution and support the brand with Innovative promotions, social media campaigns and advertising over the coming months. Our goal is to have the brand listed with all the multiples by the end of 2022. Ultimately, we would hope to have six or seven variants in the range in response to increasing consumer demand.

With distinctive duck egg blue packaging and an ‘Outrageously Tasty‘ promise, bags of Chicken with Attitude have strong shelf impact and merchandise well

CWA ShelfLifeFP ad Feb22 240x340CMYK.pdf

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RESTAURANT QUALITY ... From Your Freezer

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PRODUCT UNIQUE SELLING POINTS : Delicious to eat

. . Crispy cooked from Air Fryer/oven in 15 minutes . Heavily advertised . Strong brand identity and shelf impact . Restaurant quality . Made from hand-cut fillets . Family size bag 500g (packed 10x 500g per case) . RRP €5.49

Product range available nationwide in leading supermarkets.

Chicken with Attitude® is a registered brand name of Vista Foods.

To order contact : Jim at Vista Foods (01) 450 0006 087 743 4052 jim@vistafoods.ie

42 CATEGORY FOCUS Frozen Foods

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Serving up good since 1959

Now consumers can follow the journey from sea to plate as Donegal Catch reveals new QR code packs

From sea to plate This National Fish Week (28 February – 6 March), Donegal Catch is excited to reveal a new look for its Irish haddock and whiting products. With new interactive QR codes, a quick scan of their phone will allow shoppers to follow the journey from sea to plate, meet some of the Donegal Catch fishermen, discover the fishing zones, meet the team and more.

Working closely with Irish fish suppliers to source the best tasting Irish haddock and whiting, Donegal Catch is a key stakeholder in the Bord Iascaigh Mhara (BIM) backed Fishery Improvement Project (FIP), which focuses on improving the sustainability of Irish fisheries.

Donegal Catch procures 100% of its Irish haddock and whiting from Irish co-ops and fishermen who are members of the Fishery Improvement Project (FIP). This ensures Donegal Catch brings consumers responsibly caught Irish fish which is fully traceable back to the boat.

“As part of our ongoing sustainability journey, we know it is important to drive awareness and understanding of responsible fishing practices and the role Donegal Catch plays in the long-term care of our Irish waters and marine resources,” says Aisling Twomey, Donegal Catch marketing manager.

“Consumers are increasingly interested in traceability, Irish provenance and supporting local. By scanning the QR code and visiting our website, they can learn more about where in Irish waters the haddock and whiting are sourced, the importance of fishery improvement projects, the fishermen involved and our processing team who have been supplying Donegal Catch for almost 40 years.”

Visit www.donegalcatch.ie/sustainability/ fish-origin for more on the Donegal Catch sea to plate journey.

Green Isle has launched a new campaign brought to life nationally across radio, digital and social. The ‘Serving up Good Since 1959’ campaign brings together Green Isle’s Irish heritage, history of innovation and mission to help people eat well.

As one of Ireland’s leading food brands, Green Isle has been putting good, nutritious food on Irish dinner tables since 1959. The brand has a long history of making healthy eating accessible and sustainable for consumers in Ireland. From classic side dishes such as garden peas, to flavoursome stir-fry mixes, to the more modern tastes of cauliflower rice, Green Isle makes it easy to eat well. Growing up with Irish families and helping discover new tastes, the Green Isle range of frozen fruit and vegetables has something for everyone to enjoy!

“At Green Isle we’ve been serving up good, nutritious food for over 60 years,” says

Mairéad Walsh, marketing manager, Green Isle.

“The new campaign speaks to our longstanding heritage of helping the people of Ireland eat well.”

Carefully selected, picked at their peak and frozen at their freshest to lock in vitamins, minerals and flavour, with Green Isle, consumers can enjoy the convenience of always having delicious, nutritious vegetables and fruit on hand. The brand therefore advises stocking your freezers with all the nutrition and taste of Green Isle, Ireland’s trusted ally for good food. ■

Shopper Intelligence: Pay attention to different roles of frozen categories It is important to distinguish between the varying roles different categories play in the frozen aisle, Shopper Intelligence advises. Categories like vegetarian foods, meats, fish and chips/veg will drive traffic in-store and down the frozen aisle. These are pre-planned and shoppers are coming looking for them. But when in the frozen aisle, categories such as ice cream, pizza and meal solutions are impulsive and can drive unplanned/additional spend to the basket. these should stand out and really tempt shoppers.

Different role of Frozen categories

1 2

Intentionality: impulse vs planned? (horizontal axis) Engagement: do shoppers look for premium or value? Are shoppers willing to browse and be disrupted? (vertical axis)

Hero: “Give me a reason to choose this store” Trip Driver: “Give me the best value on basics & make it easy” Basket Builder: “Give me an irresistible deal on those little extras” Profit Booster: “Inspire me with something new and different” ↑ HIGH ENGAGEMENT

Ice Cream/Frozen Dessert  LOW INTENTIONALITY

Frozen Vegetarian Food

Frozen Meat Frozen Meal Solutions Frozen Fish/Seafood Frozen

Frozen Pizza

HIGH → INTENTIONALITY

Frozen Potatoes/Chips Frozen Veg

↓ LOW ENGAGEMENT

Donegal Catch procures 100% of its Irish haddock and whiting from Irish co-ops and fishermen who are members of the Fishery Improvement Project (FIP)

ShelfLife February 2022 | www.shelflife.ie

Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021

Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com

Eggs-travagant Easter sales With a longer lead-in time due to a later than usual Easter this year, retailers have the opportunity to make the most of the lucrative Easter confectionery market.

Fionnuala Carolan outlines the brands and trends that will drive growth during Easter 2022

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43 CATEGORY FOCUS Easter

W

hile the sight of Christmas decorations appearing in October may cause some to come out in a rash, seeing Easter products on sale early just fosters the notion that spring is in the air and brighter days are ahead. Easter is considered a favourite holiday for many due to the lack of pomp and ceremony – no pressure to decorate the house, buy presents for your

great aunt and visit every relation across the nation, but it is just a nice relaxing holiday and an excuse to indulge in mountains of chocolate.

As Ireland celebrated its second Easter in lockdown last year, Kantar Ireland found Irish shoppers’ efforts to make the day special resulted in a 17.4% sales increase in chocolate eggs compared to 2020’s figures. It seems

many felt their loved ones deserved an extra special treat last year as sales of premium eggs increased by 21.7%. It is therefore vital for retailers to ensure they are stocking the right range on-shelf, from fun and colourful options for the kids to luxurious, indulgent choices for adults that they may have traded up to last year and will be looking to purchase again this year.

Spring is in the air

largest solar installation on an industrial premises in Ireland (which has generated over 1.5 GWh of energy to date – enough to produce over eight million chocolate bars).

Butlers continues its sustainable take on luxury this Easter. To reduce plastic packaging, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging. Its stylish chocolate wrapped Easter eggs are encased in recyclable wraps, finished with recycled paper labels and tied with a bow made from recycled plastic bottles. The striking colour co-ordinated range stands out on-shelf and makes for a very eyecatching in-store display. As Easter falls later

this year, now is the perfect time to stock up and capitalise on the longer lead time.

For a luxury chocolate gift sure to impress at any time of year, look no further than Butlers Ballotins, which continue to be the must-stock premium Irish made chocolate gift. Available in three sizes (160g, 320g and 480g featuring, 12, 24 and 36 chocolates respectively), the beautifully gift-wrapped boxes showcase a selection of classic Butlers favourites. The selection inside includes; Orange Crunch, Salt Caramel, Almond Praline and Dark Truffle. Butlers Chocolates are distributed by Richmond Marketing, who also carry the complete Butlers range of 100g solid chocolate bars and The Chocolate Collection - a stylish contemporary selection of assorted chocolates in 185g and 300g sizes.

Butlers Chocolates, Ireland’s most preferred brand of luxury Irish chocolates (source; Opinions Research 2021) has unveiled its tempting Easter range for 2022. The range includes its ever-popular wrapped eggs in a variety of sizes, small and large boxed eggs with mini eggs and delightful chocolate figures for shoppers of all ages.

Butlers’ chocolatiers use sustainably sourced cocoa to craft its exceptional chocolate products and the company is a fully verified Gold member of Origin Green. The Butlers’ factory in north Dublin is also home to the To reduce plastic packing, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging

The perfect Easter gift

Available in three sizes, the gift-wrapped boxes showcase a selection of classic Butlers favourites

ShelfLife February 2022 | www.shelflife.ie

Cleeve’s Irish Confectionery has developed a selection of Easter eggs this spring that will make the perfect Easter gift for chocolate lovers and fans of the Cleeve’s brand, both young and old.

The Cleeve’s Easter Egg collection includes the best-selling variants within the range with the launch of the Cleeve’s Macaroon Egg, Cleeve’s Iced Caramels and Milk Chocolate Egg, and the Classic Irish Milk Chocolate Egg with Cleeve’s Chocolate Caramels.

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For shoppers looking to impress this Easter, Lily O’Brien’s has the perfect range of Easter Eggs and gifting options. From much loved classics and elegant offerings - this year chocolate lovers can choose from a selection of Lily O’Brien’s Easter Eggs that are handcrafted using the brand’s famous and much-loved signature recipes.

Luxurious and moreish, this egg is the ultimate indulgent chocolate treat

Inspired by the best-selling Desserts Collection, the Lily O’Brien’s Desserts Collection Egg (RRP €15) is sure to delight this Easter. Handcrafted using luxurious milk chocolate, each Desserts egg includes nine decadently delicious Dessert chocolates including three of the most loved recipes from the Dessert collection; Crème Brulee, Raspberry infusion and Key Limey Pie. It will be sure to put a smile on someone’s face this Easter.

Lily O’Brien’s Sticky Toffee Egg (RRP €15) will make the perfect gift for those who love the finer things in life! This beautiful handcrafted milk chocolate egg comes with 11

delicious sticky toffee chocolates - sweet smooth caramel smothered in milk and dark chocolate. Luxurious and moreish, this egg is the ultimate indulgent chocolate treat – ideal for spoiling someone special this Easter.

For a gift to really impress, the Lily O’Brien’s Luxury Easter Egg Gift Bag (RRP €25) is the perfect answer this Easter. Each stylish gift bag contains a hand-crafted milk chocolate egg, the beautifully gift-wrapped Ultimate Chocolate Collection and two of the most popular recipes from the Lily O’Brien’s share bag range; a Creamy Caramel share bag and a Crunchy Salted Almond share bag guaranteed to delight any chocolate lover this Easter time.

For shoppers looking for an alternative Easter gifting option, Lily O’Brien’s luxury boxed chocolate range provides the perfect options. From the best loved Dessert’s Collection to Exquisite and Ultimate Chocolate Collections, Lily O’Brien’s range of boxed chocolates offers retailers the perfect range to appeal to shoppers this Easter.

All Lily O’Brien’s Easter Eggs and boxed chocolates are carefully created and thoughtfully designed in County Kildare making them the perfect choice for gifting and sharing. Lily O’Brien’s range is available in stores nationwide and you can also view the full range online at www.lilyobriens.ie

Each stylish gift bag contains a hand-crafted milk chocolate egg, the beautifully giftwrapped Ultimate Chocolate Collection and two Lily O’Brien’s share bags

www.shelflife.ie | ShelfLife February 2022

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Handcrafted Easter joy

Hand crafted using luxurious milk chocolate, each Desserts Collection Egg includes nine decadently delicious Dessert chocolates

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using the same recipe and methods first developed over 90 years ago.

For more information on Cleeve’s Irish Confectionery, visit cleevesirishconfectionery.ie or if you would like to order Cleeve’s, contact your Ampersand representative or call the sales line on 01 4130150.

Frozen Foods

Made using Cleeve’s traditional recipes and quality Irish dairy products sourced locally, the three Easter eggs are all foil-wrapped and presented in striking vintage-inspired packaging that can be recycled and disposed of responsibly. Each carton also gives the consumer some background information on the fascinating history and heritage behind the Cleeve’s brand.

Cleeve’s is Ireland’s longest surviving confectionery brand and has a history as rich as its chocolate. Established in 1882, the Cleeve’s factory in Limerick had become the largest milk processing factory in Ireland by 1902 using the milk of over 10,000 cows.

Back then, its focus was on cream and skim milk processing. However, the founder Sir Thomas Henry Cleeve saw the value in diversifying and went on to manufacture butter, condensed milk and the brand’s beloved toffee and chocolate products.

Today, it is fitting to honour the memory of the Cleeve’s founder Sir Thomas Henry Cleeve by once again incorporating Irish milk into the Cleeve’s Easter Egg selection.

•Classic Irish Milk Chocolate Easter Egg (RRP €6): is a milk chocolate egg made from the finest Irish dairy ingredients accompanied with the inclusion of Cleeve’s Chocolate Caramels. An all-time favourite treat, Cleeve’s original chewy caramels are smothered in rich dark and milk chocolate and are a gluten-free snack that can be enjoyed anytime throughout the day.

•Cleeve’s Macaroon Easter Egg (RRP €6): The classic combination of chocolate and coconut is timeless. The Macaroon Easter Egg is made from Irish milk chocolate combined with exotic coconut from the Far East and brings to market the brand’s market-leading Macaroon Bar in a chocolate egg format using its special recipe that has been enjoyed by successive generations down throughout the years. The Macaroon Easter egg is also accompanied with two Cleeve’s Macaroon Chocolate Bars.

•Cleeve’s Original Iced Caramels Easter Egg (RRP €6): Cleeve’s Original Iced Caramels Easter Egg brings together one of Ireland’s most cherished retro sweet treats and a luxurious milk chocolate Easter egg.

Uniquely special and produced exclusively in Ireland by Cleeve’s Irish Confectionery, Cleeve’s Original Iced Caramels combines yummy, chewy caramels under a crisp coating of pink and white icing. One of a kind, Cleeve’s Iced Caramels are still made

Easter

The Cleeve’s Easter Egg collection includes the Cleeve’s Macaroon Egg, Cleeve’s Iced Caramels and Milk Chocolate Egg, and the Classic Irish Milk Chocolate Egg with Cleeve’s Chocolate Caramels

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the Irish market with over 20% market share** of the boxed chocolate category proving that Lindt Lindor continues to be a must-stock for retailers in 2022.

With a wide range of exciting flavours as well as formats, Lindt Lindor is the perfect chocolate gift for any occasion. Lindor success comes not only from the much-loved classic Lindor milk recipe but also through its continual innovations to the market to excite and delight shoppers. This spring experience bliss with the most indulgent addition to the Lindor range: Double Chocolate.

The Lindt master chocolatiers combine expertise and the finest ingredients to create the perfectly round milk chocolate truffles with an irresistibly smooth melting filling of dark chocolate. Double Chocolate: double bliss. *(Source: Nielsen, Total Scantrack excluding discounters @ MAT ROI Data to 02.01.2) **(Source: Nielsen Total Scantrack Value Sales Easter period = 15 weeks to 4 April 2021 v prior)

The must-have gift for Easter

The Lindt Gold Bunny comes in a wide variety of sizes, formats, and flavours

Make them smile from ear to ear Make your customers smile from ear to ear this Easter with the iconic Lindt Gold Bunny.

Available now in stores nationwide, the Lindt Gold Bunny continues to dominate the novelties category as a clear market leader at Easter, delivering over €1.5m in sales*.

The Lindt Gold Bunny comes in a wide variety of sizes, formats, and flavours and there truly is a Lindt Gold Bunny for everyone as the perfect gift for your loved ones this Easter. This Easter season, you can expect to see a strong support plan behind the Lindt Gold Bunny brand both in-store and on TV. The Lindt Easter Egg range is back on shelves this spring with some new additions to the portfolio which are sure to entice shoppers. The full Lindt Easter Egg range continues to be a key sales driver for retailers at springtime and is once again proving a must-stock item as consumers look to trade up and give a premium, special Easter gift.

Lindt Lindor has strengthened its position as the number one boxed chocolate brand in

The Lindt master chocolatiers combine expertise and the finest ingredients to create the perfectly round milk chocolate truffles with a smooth melting filling of dark chocolate

ShelfLife February 2022 | www.shelflife.ie

New from KitKat is the KitKat Chunky Lotus Biscoff Giant Egg (274.5g), which is set to become one of the must-have gifts for Easter 2022! This appetising egg offers KitKat fans their first chance to try the hotly anticipated KitKat Chunky Lotus Biscoff, which will be coming to the Irish market later this year. The newest Chunky flavour features the brand’s trademark crispy wafer topped with a Lotus Biscoff filling, all covered with smooth milk chocolate. The Giant Egg compromises a milk chocolate shell egg alongside three full-size KitKat Chunky Lotus Biscoff (41.5g) bars.

Belgium’s finest chocolate Everyone loves an extra special treat around Easter, and Shelton offers several premium brands to fulfil these wishes. Belfine is short for Belgium’s finest, and Belfine chocolate

Belfine chocolate decorated lollipops and Hamlet chocolate figures are a fantastic impulse purchase

Zaini Chocolate Surprise Eggs include Paw Patrol, Tom & Jerry, Barbie and LOL Surprise

decorated lollipops made from only the finest ingredients live up to this promise. Hamlet chocolate figures are also a fantastic impulse purchase, and are a part of the larger Hamlet premium Belgian Chocolate range.

Zaini is also very well known for its licensed ranges of Chocolate Surprise Eggs, and feature many well-known children’s favourites such as Paw Patrol, Tom & Jerry, Barbie, LOL Surprise and more. Surprise eggs are an everyday item selling all year round, with special Easter gift-packs also available. Check out the four-pack cartons, and crack them open one at a time!

Fresh from receiving the coveted ISM Award in Germany for its special contribution to the global confectionery industry since 1913, Italian chocolate specialists Zaini presents its unique Gianduiotto Flame Egg in Ireland for the first time in 2022. Zaini manufactures its exceptional products in Milan, one of the fashion capitals of the world, and the Flame Egg comes filled with fabulous fashion wrist bands, necklaces, and other accessories to give a loved one a splendid surprise.

If you would like to know more about these products, Shelton can be contacted at info@shelton.ie, or call 01-4018455. ■

Zaini presents its unique Gianduiotto Flame Egg which comes filled with fashion wrist bands, necklaces, and other accessories

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46 CATEGORY FOCUS Gut Health

Gut instinct While a focus on health and wellness was already a well-established trend within the Irish grocery sector pre-pandemic, the idea of ‘food as medicine’ has become even more pertinent following the Covid19 crisis and products that boost gut health are gaining greater traction within the mainstream market

F

ood as medicine has been a topic of interest among consumers for several years. However, throughout the pandemic, purchasing products which emphasise prevention over treatment has become all the more popular.

While the health and wellness trend was already on the rise pre Covid-19, the importance of following a healthy lifestyle and

diet have been well covered during the health crisis. Gut health, which refers to a wellbalanced microbiota in the gastrointestinal tract, is notable in that it is shown to impact both physical and mental wellbeing.

Beyond just digestive health, gut health encompasses immunity support, weight management, and recent research suggests an impact on mood due to the ‘gut-brain axis’.

While gut health has been gaining traction among consumers who pursue a holistic approach to healthy living, others may have unknowingly been building a healthy gut microbiome by including the likes of yogurt, sauerkraut or kombucha in their diets. For retailers looking to take advantage of this exciting trend, read on to learn more about the brands making a name for themselves within this sector.

Deliciously good for gut health

The seven-metre tube known as the gut is a hugely important part of the body. And not just for its role in digestion! In fact, we all owe much more to our guts than we might imagine. For instance, the gut is home to a whopping 100 million neurons. 90% of the serotonin (the happy hormone) in the human body also happens to be produced in the gut.

Enjoyed by a quarter of Irish households, the Activia brand is in growth annually at +2.1% with Activia’s Grains range in growth annually at an impressive +22.8%**.

Black Cherry and Strawberry & Rhubarb, and also Kefir Quark with Seed and Berry toppers.

For more information, visit www.biotfifuldairy.com.

A gut health hero, Activia is a uniquely mild and creamy yogurt packed with billions of live cultures, known for being ‘deliciously good’ for gut health*.

*(Enjoy as part of a healthy diet and lifestyle, calcium contributes to the normal function of digestive enzymes) **(Source: Nielsen up to 2 January 2022)

Bio beautiful!

The Activia brand is in growth annually at +2.1%

Activia is packed with billions of live cultures and is known for being ‘deliciously good’ for gut health

ShelfLife February 2022 | www.shelflife.ie

The fermented milk drink Kefir is at the heart of all Biotiful products. Kefir originated 2,000 years ago in the Caucasus mountains and is enjoyed by millions all over the world for its great taste and nutritional benefits.

By fermenting locally sourced milk with authentic live Kefir grains, Biotiful creates cultured milk drinks that are naturally packed with billions of gut-friendly cultures, high in protein, vitamins and minerals, with no added sugar or artificial ingredients.

Biotiful Kefir is available in a range of flavours including Original, Cherry, Cacao, Strawberry and Honey & Ginger in 250ml and 500ml bottles. Biotiful Kefir Quark – a unique combination of milk with Kefir and Quark cultures that makes a thick and creamy dairy snack packed with protein, full of gut-friendly cultures and similarly no sugar added. Kefir Quark comes in Original, Kefir Quark with a range of fruit compotes including Raspberry,

Let food be your medicine!

West Cork-based dairy brand, Glenilen Farm, has taken a lot of learnings from Covid-19 and subsequently has a good gut feeling about the coming year! 2021 saw the roll out of Glenilen Farm’s Gut Health Kefir yoghurt range across all leading Glenilen Farm stockists in Ireland.

Speaking about their business, co-founder and farmer Alan Kingston says: “Many Irish brands have been feeling the love over the last year from consumers who want to support local. Everyone was hit by the impact of Covid-19 so the commitment from Irish consumers to shop locally, support the community and support our brand is both heart-warming and truly valued.”

The Glenilen Farm Gut Health Kefir Yoghurt 350g range is now available in yoghurt aisles nationwide

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*Activia contains calcium which contributes to the normal function of digestive enzymes.

Enjoy as part of a healthy diet & balanced lifestyle.

www.shelflife.ie | ShelfLife February 2022

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Healthy fermented non-alcoholic drinks group, King of Kefir, achieved an impressive feat last year when it achieved organic registration at the end of 2021. The missing link was sourcing

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Organic success

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flavour to boot. Creating a great tasting yoghurt is the priority for our brand and ensuring the consumer benefits with 14 strains of live cultures for gut health is the perfect combination for our customers who are looking for yoghurt with gut supporting benefits. Like the Greek fellow Hippocrates, Valerie and I firmly believe ‘Let your food be your medicine’.”

The Glenilen Farm Gut Health Kefir Yoghurt 350g range is now available in the yoghurt aisle in stores across Ireland.

Easter

Glenilen Farm uses 14 strains of live cultures sourced from Kefir to create its range of Kefir spoonable Yoghurts

Irish organic apple juice, which King of Kefir now uses instead of cane sugar to naturally fizz its drinks up via bottle conditioning.

The new bottles sport a twist crown cap, meaning consumers can just twist off the cap rather than using a bottle opener. They are much like the bottle caps that are common in Australia and the US, and the bottles are now truly “grab and go” as a result.

To mark the new bottles, resident artist, Conor Gallagher, redesigned the labels by colour to highlight his herb illustrations. The current range is Lemongrass & Ginger, Chilli & Ginger, Cucumber Mint & Thyme and Hopped Culture. All are in 330ml amber glass bottles and now with the twist-off crown cap.

What hasn’t changed, is that the drinks are still all less than 7kcal per bottle, are naturally fermented in the bottles with the water Kefir cultures for 14 days to create the fizz, are unfiltered and unpasteurised. King of Kefir uses natural ingredients with no preservatives, emulsifiers or stabilisers, and the end results are vegan friendly and gluten free.

Last year as Covid hit, the company was getting ready to launch its new flavour “Hopped Culture”. This is a dry hopped water Kefir using its three aromatic hops, Amarillo, Citra and Mosaic. It’s been described as “like a non-alcoholic beer that is not pretending to be a beer”, “bitter like an IPA and super thirst quenching”.

It is currently stocked by Avoca, Blas Café, Bradley’s Off-licence, Butler’s Pantry,

Gut Health

Glenilen Farm yoghurt has always been synonymous with gut friendly cultures and since Covid-19, consumers are looking for more ways to boost their immunity through food.

Many people may have heard of Kefir and may associate it with other fermented foods such as Kombucha and dare we say it… sauerkraut! But what is Kefir?

Kefir is a fermented dairy product traditionally from Russia and Eastern Europe where it is forms part of the everyday diet.

In fact, studies conducted over a century ago by the Nobel Prize winning scientist, Elie Metchnikoff, with the local Balkan peasants, reported their unusual long lifespan and attributed it to their consumption of traditional Kefir.

Glenilen Farm uses 14 strains of live cultures sourced from Kefir to create its range of Kefir spoonable yoghurts. It is fresh and delicious product available in variants such as Natural, Vanilla or Passion Fruit. Given the success of the Kefir 350g range, Glenilen Farm will launch a further two SKUs this month in four x 125g multi-packs.

“When we first started making yoghurts over 20 years ago,” continues Kingston, “we created a yoghurt based on selected live yoghurt cultures and we are delighted now to present a modern reinvention of traditional Kefir with its strong heritage, and fantastic

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48 CATEGORY FOCUS Gut Health

King of Kefir uses no preservatives, emulsifiers or stabilisers, and the end results are vegan friendly and gluten free

Donnybrook Fair, Evergreen Healthfoods, Fallon & Byrne, Fresh Supermarkets, The Happy Pear, The Headline Bar, The Hopsack, Nolan’s Supermarket, Leon, Lott’s & Co, Nourish Health stores, Smallchanges, SuperValu Food Academy fridges and many other independent wholefood stores. The RRP is €2.95 - €3.25

For any further information, contact founder Gerry Scullion at 087 684 2134 or gerry@herbelcrest.ie or visit KingOfKefir.ie.

Simply transformative SynerChi is Ireland’s original Kombucha brewery. Laura Murphy, founder and “brew master”, established the first traditional

kombucha tea microbrewery or “Kombrewery” in Ireland, when SynerChi Kombucha started life in Stoneybatter, Dublin back in 2012. Raymond Coyle, founder of Tayto Park and previously of Largo Foods Tayto Crisps brand, came on board as the company’s investor in 2013.

Commenting on the gut health sector, Laura Murphy says: “There are so many fantastic functional doctors out there sharing great information about the benefits of feeding and keeping the gut microbiome diverse and in good shape. Probiotic supplements are an option, but regularly including diverse natural ferments such as kombucha, kefir, veggie sauerkrauts, even miso (the key is look for products that are unpasteurized and contain live cultures) in your diet is perhaps the best way to go.

“Increasingly people are experiencing the power that simple diet changes can have, and the power to heal that can come from really supporting the gut with lots of fibre, eating the rainbow, healthy fats, then adding to that a plentiful and regular supply of good live bacteria can be simply transformative,” she adds.

For more information, visit www.synerchi.ie/. ■

BRAND NEWS Pringles

McDonnells

Pringles spices things up with two new flavours for 2022 Pringles has launched two new additions to its Sizzl’N range, as medium Sweet Chilli and hot Spicy Chorizo flavours hit shelves across Ireland.

Aiming to push snack fans’ tastebuds to the limit, the pair join Pringles’ Sizzl’N range, which includes Kickin’ Sour Cream (medium) and Cheese & Chilli (extra hot).

The Spicy Chorizo flavour boasts BBQ notes surrounded by a rich cured meat taste, slightly smoked paprika, and a hint of herbs. The slightly milder Sweet Chilli has a spicy and aromatic flavour, made from a blend of fragrant spices, chilli and sweet notes delivering a multisensorial experience.

“Our Sizzl’N range last year excited spice seekers across the country and we’re delighted to add two new delicious flavours to the range,” said Neil Rogers, brand and activation manager at Kellogg’s Ireland.

“We know that people are exploring more adventurous flavours and we can’t wait to see how many Pringles fans can step up and taste the new sizzling flavours,” he added.

Both the Sweet Chilli flavour and hot Spicy Chorizo flavour will be available in supermarkets across Ireland from this month, priced at €3.25*.

To find out more about the new flavours or the Sizzl’n range, visit www.pringles.com/ie. *(Pricing is at the sole discretion of the retailer)

ShelfLife February 2022 | www.shelflife.ie

Giz a squeeze… of McDonnells new Squeezy Sauce!

Ireland’s favourite curry sauce has a treat in store.

McDonnells Original Curry Sauce is now available in a ready-to-eat squeezy bottle, meaning consumers can enjoy their favourite curry sauce anytime, anywhere - always just one squeeze away from curry perfection!

The tasty new ready-to-rock sauce is perfect to squeeze over chips, jazz up a chicken fillet roll, turn wedges into something special or give a sausage sambo exactly what it’s been missing.

McDonnells has been making great-tasting curry sauce since the ‘80s.

Yes, the 1980s! McDonnells uses a rake of exotic spices from far-off lands to create a curry tailored perfectly to the Irish palate.

McDonnells Squeezy Sauce is available nationwide, RRP: €2.99.

To join the conversation on social media, check out @mcdonnellscurrysauce #GizaSqueeze #McDonnells. ■

NOFFLA NEWS 49

www.noffla.ie

Congratulations to all finalists of the NOffLA Off-Licence of the Year Awards 2022 Excitement is mounting in the industry as the NOffLA Off-Licence of Year Awards approach, due to be held virtually on Monday, 21 February 2022 The Off-Licence of the Year Awards is an initiative that is exclusive to NOffLA members. The competition has been designed to enable members to demonstrate their strengths and compete in their area of expertise.

Critically, the programme allows entrants to look at the key performance indicators in their business and compare them year-on-year.

The judges’ criteria for the 2022 results covered a broad spectrum of activity within an off-licence and were weighted to take into consideration the relative importance of activities.

Marked out of a total of 2000, the score was assigned under the following areas: Overall appearance (200 marks), hygiene (100 marks), wines (300 marks), beers (300 marks), spirits/liqueurs (300 marks), customer service (300 marks), market & promotional (250 marks), facility atmosphere (200 marks) and general (50 marks).

A hearty congratulations to all the finalists listed below, who impressed judges with the high standards on display. ■

OUTLET

ADDRESS

COUNTY

64 Wine

64 Glasthule Road, Glasthule

Co. Dublin

Blackrock Cellar

23 Rock Hill, Blackrock

Co. Dublin

Carry Out Off-Licence

The Square Harrold’s Court, Newcastle West

Co. Limerick

Carry Out The Reeks

Tralee Road, Killarney

Co. Kerry

Carry Out Tramore

Main Street, Tramore

Co. Waterford

Carryout Ballinasloe

Dunlo Street, Ballinasloe

Co. Galway

Dalys Drinks Ltd.

Bridge Street, Boyle

Co. Roscommon F52 X458

Dicey's Off-Licence

Market Street, Ballyshannon

Co. Donegal

Galvins Carry Out Off-Licence

Unit 4, Owenabue Mall, Main Street, Carrigaline

Co. Cork P43 FX25

Higgins Off-Licence

34 Gledswood Drive, Clonskeagh

Dublin 14

James Redmond & Sons Ltd.

25 Ranelagh

Dublin 6

Jus De Vine

Unit 10, Portmarnock Town Centre, Portmarnock

Co. Dublin D13 FP28

Kellers Carryout

Rosemary Square, Roscrea

Co. Tipperary E53 CP59

Kellers Carryout Off-Licence

Brooklands, Nenagh

Co. Tipperary E45 NY90

Mary B's

81-82 Lower Main Street, Arklow

Co. Wicklow

McHugh’s Off-Licence, Kilbarrack Road

57 Kilbarrack Road

Dublin 5

McHugh's Off-Licence, Malahide Road

25E Malahide Road, Artane

Dublin 5

Mitchell & Son CHQ

The CHQ Building, I.F.S.C., Docklands

Dublin 1 D01 FC89

Mitchells Wine & Spirit Shop

54 Glasthule Road, Sandycove

Co. Dublin

Molloys Clondalkin

Orchard Road, Clondalkin Village

Dublin 22

Molloys Finglas

Seamus Ennis Road, Ballygall, Finglas

Dublin 11

Molloys Liberties (Francis Street)

125 Francis Street, The Liberties

Dublin 8

Molloys Tallaght

Block 2, Village Green, Tallaght

Dublin 24

O’Donovans Off-Licence, Carrigaline

Cork Road, Carrigaline

Cork

O’Donovans Off-Licence, Bandon

6 Pearce Street, Bandon

Co. Cork

O’Donovans Off-Licence, Blackpool

36 Thomas Davis Street, Blackpool

Cork

O’Donovans Off-Licence, Oliver Plunkett Street

89 Oliver Plunkett Street

Cork

O’Donovans Off-Licence, Passage West

The Quays, Passage West

Co. Cork

O’Donovans Off-Licence, Riversdale Shopping Centre, Midleton

Riversdale Shopping Centre, Midleton

Co. Cork

O’Donovans Off-Licence, Summerhill North

Summerhill North

Cork

O'Donovans Off-Licence, Mayfield

Unit 3-4, Mayfield Shopping Centre, Mayfield

Co. Cork

Sweeney's D3

117 Philipsburgh Avenue, Fairview

Dublin 3

The Coach House Off-Licence

Ballinteer Avenue

Dublin 16

The Vintry

102 Rathgar Road

Dublin 6

The Wine Centre

15 John Street

Kilkenny

Cellar Court, Ferrybank

Waterford

Thompson's Carry Out

www.shelflife.ie | ShelfLife February 2022

50 OFF-TRADE NEWS

Retail groups call for alcohol licensing system to be streamlined Retailer representative groups, the CSNA and RGDATA have called for the alcohol licensing system to be simplified and streamlined and for the same rules and regulations to apply to online retailers and remote deliveries as bricks and mortar mixed traders.

RGDATA called for the changes to be made in a submission to the Department of Justice, which is currently carrying out a full review of the alcohol licensing system.

In its submission, RGDATA outlined its belief that the regulatory structure for online sales of alcohol needs to be updated, in order to ensure that the controls that apply to in-person sales, are replicated in an online environment.

The association also made a number of pertinent points regarding licensing applications. These include removing the need to make an application to a court to secure a full off-licence.

“There is no reason why such an application could not be made administratively to the Revenue, with notice to other relevant entities including gardaí, etc,” the association stated. “There should of course be some option for an appeal to the District Court where an issue arises concerning an application or renewal of a licence, but judicial involvement should be the exception rather than the norm.”

Retail associations say the regulatory structure for online sales of alcohol needs to be updated

The Convenience Stores and Newsagents Association (CSNA) has also provided its considered views on several aspects relating to the licensing and sale of alcohol to the Department of Justice.

The CSNA has likewise sought changes to the application and court system. While the association accepts there is a judicial aspect to new licences and transferrals, it believes renewals are an administrative function and should be carried out by Revenue and the National Excise Licence Office (NELO).

The association has demanded that Sunday restrictions be rescinded and that shops are permitted to sell alcohol at the same (10.30am) time allowed on the other days of the week.

Finally, the CSNA has asked the department to arrange the annual publication of statistics regarding test purchasing of alcohol by underage volunteers working alongside AGS. These statistics should include the instances of each style of licence visited and the outcomes by individual garda divisions.

Top bar talent to judge London Spirits Competition

Judged by top names in the drinks industry, this year’s London Spirits Competition is now open for entries

The Ritz, The Stafford, The Connaught Bar, Gleneagles, Roka, 45 Park Lane and Dukes Hotel are just some of the prestigious names on the judging panel for the London Spirits Competition.

This competition has worked in the last few years to build up the pedigree of its judges and to ensure they all have direct buying responsibilities and understand the disciplines by which certain spirits are chosen to go on a drinks or cocktail list or not.

As the competition is focused on quality, design, packaging and value for money, it requires judges

Shoppers cross border for cheap alcohol A lot of people are heading north of the border in search of their favourite tipple, according to a recent report in The Irish Times.

“In the car park at Asda in Enniskillen at lunchtime on Saturday, every second car seemed to have a southern registration plate,” journalist Marese McDonagh reported.

However, Ossie Costello, owner of the Bank Bar and off-licence in Ballinamore, Co. Leitrim, said he has mixed feelings about the introduction of minimum unit pricing (MUP) on 4 January, because the playing field in the Republic has been levelled. “Before Christmas supermarkets were selling slabs of beer for €15 and I was paying €35-€40 for the same thing. It was crazy,” he said.

Minimum unit pricing was the cover story of our January issue

ShelfLife February 2022 | www.shelflife.ie

that have the professional experience of analysing spirits in all aspects of their commercial competitiveness. Points are allocated in all these key areas to come up with an overall score that will determine what medal, or not, a particular spirit is given.

For any distiller, brand owner, or producer, the competition is an opportunity to have your products assessed by the top premium on-trade spirits buyers in the country. The 2022 entry process is now open, enter your brands at www.londonspiritscompetition.com before the submission closes on 28 February and grow your brand in 2022.

Non-alcoholic beer’s market share grew by 175% over a three-year period, from 0.4% in 2017 to 1.1% in 2020

Non-alcoholic beer sales up by 129% between 2017 and 2020 Non-alcoholic beer has become increasingly popular in Ireland in recent years, and this trend is set to continue in 2022, according to Drinks Ireland|Beer, which represents Irish beer makers.

The latest data from Drinks Ireland|Beer estimates that non-alcoholic beer sales in Ireland grew by 129% between 2017 and 2020, from 1.79 million to 4.12 million litres. Meanwhile, the market share grew by 175% during this time, from 0.4% in 2017 to 1.1% in 2020.

Internationally, the non-alcoholic beer category is predicted to grow annually by 8.7% between 2021 and 2025.

Drinkaware offers free mental health resource Drinkaware, the national charity working to reduce and prevent the misuse of alcohol in Ireland, is offering a free mental health resource to the public. The resource is available to order online and will be sent directly free of charge.

The 2021 Drinkaware Barometer found that 61% of adults in Ireland cite coping as a reason to drink alcohol, but this can have unintended consequences. It can contribute to the development and/or worsening of mental health issues such as depression and anxiety.

Order a free booklet at: www.drinkaware.ie/order-resources.

OFF-TRADE NEWS

51

Heineken 0.0 wins Dry January with 3600 marketing campaign The Heineken 0.0 brand team rolled out a campaign to kick off 2022 with the aim of showing the nation that less alcohol doesn’t mean less craic. They enlisted the help of interagency partners Honey+Buzz, Thinkhouse, Red Star and Talon Ireland.

The successful campaign came on the back of new research carried out by Thinkhouse and Bounce Insights which showed a growing number of Irish adults participating in Dry January this year. Instead of communicating a ‘health-focused’ message, the brand wanted to have a bit more fun with Dry January. After all, January is full of resolutions and for many can be an overwhelming month.

The research suggests that as a whole, 2021 has seen a reduction in alcohol consumption for some groups, with one in three respondents reporting decreased alcohol consumption this year in comparison with previous years. 78% of people feel that there is less stigma now surrounding not drinking at social occasions.

On the back of this research, Honey+Buzz developed the campaign around an insight of ‘Why have zero craic, when you can have 0.0 craic?’.

To launch the campaign, the Heineken 0.0 brand team held a surprise stunt on 1 January where consumers could win one of five prizes worth €500 by interacting with a 3D billboard on Macken Street in Dublin. Heineken 0.0 brand ambassador Lucy Kennedy launched the stunt on the day, engaging with passers-by and handing out prizes. This stunt marked the start of 31 days of competitions and prizes so people could enjoy a little bit of Heineken 0.0 craic throughout the month.

JOE.ie were selected as main media partners for the campaign, ensuring the brand hit its bullseye audience. The team worked with Headcase to create two on-street murals, which were amplified by JOE.ie; working together in promoting the ‘Now You Can’ campaign platform.

To amplify the campaign’s messaging across social media, Heineken 0.0 ‘Dry Packs’ were issued out to relevant media and influencers at the start of January. The ‘Dry Packs’ came in the form of a calendar

On 1 January, consumers could win one of five prizes worth €500 by interacting with a 3D billboard on Macken Street in Dublin

for the month of January with a refreshing gift from Heineken 0.0 for each day of the month, encouraging consumers to enjoy Dry January – 31 days, 31 reasons to cheers.

Heineken 0.0 is also available on draught, in addition to bottle and can – so customers can enjoy a freshly poured pint. A bottle of Heineken 0.0 contains just 69 calories and finds favour amongst those seeking a balanced lifestyle.

Villa Maria’s fresh new take on New Zealand Sauvignon Blanc has landed in Ireland

Villa Maria’s Blush Sauvignon is 90% Sauvignon Blanc, with just a touch of merlot (10%)

Is it a rosé? Is it a sauvignon blanc? Villa Maria has created the best of both worlds with a New Zealand Blush Sauvignon. 90% Sauvignon Blanc, with just a touch of merlot (10%), Villa Maria Blush Sauvignon delivers the taste experience of New Zealand’s favourite white wine with a beautiful pale pink twist.

“It feels like everyone is drinking pink these days,” says Villa Maria head of marketing and communications Sarah Szegota. “Instagram feeds and social occasions are dominated by the fun-factor pale rosés and pink spirits offer, and data highlights this rapid growth in rosé. Yet despite all the noise, growth and ‘Grams’, the rosé category remains dwarfed by Sauvignon Blanc. Villa Maria Sauvignon Blush gives you the best of both.”

“We’ve taken the cool, fresh, leap-from-the-glass energy of our world-renowned Sauvignon Blanc and added a splash of merlot to make a wine with a delicate pink hue, bursting with fresh flavours of passionfruit and cranberry,” she adds.

The cool climate within New Zealand’s wine-growing regions provides freshness and natural acidity, making Villa Maria Blush Sauvignon a great choice for an aperitif or alfresco dining. “For a fruity alternative, pour over ice with a raspberry and a basil leaf - it’s delicious!” adds Szegota.

“Villa Maria Blush Sauvignon is a toast to moments of joy, to raising a glass when you’re in the moment, loving life and those around you.” It’s already a huge hit in New Zealand, European holiday hot spots and the UK. Proudly distributed by Ireland’s leading independent drinks company Barry & Fitzwilliam.

Kantar reports ‘record-breaking engagement’ for Dry January 2022 The latest grocery market share figures from Kantar in Ireland, for the 12 weeks ending 23 January 2022, show that ‘Dry January’ achieved recordbreaking engagement this year. Overall, 7.6% of households purchased a non-alcoholic beverage, an increase of 5.8% since 2018.

“Non-alcoholic drinks are enjoying really strong growth and this looks set to continue following the introduction of minimum unit pricing in Ireland,” said Emer Healy, senior retail analyst at Kantar. “Dry January gave people the perfect opportunity to explore the different options on the supermarket shelves and many traditional brands are diversifying their ranges to keep up with the change in demand.” n

www.shelflife.ie | ShelfLife February 2022

52

MARKET MOVERS

Coco Pops

Müller

Go hazel-nuts for Coco Pops’ new flavour!

Müller Corner and RTÉ tango together again for Dancing With The Stars 2022

Kellogg’s has launched a new flavour of its much-loved chocolatey cereal, Hazelnut Choc Flavour Coco Pops, in a limitededition on shelves for one year only.

With 30% less sugar than other chocolate flavoured cereals*, the new breakfast option will transform milk into a chocolatey hazelnut flavour. Kellogg’s experts have spent over a year perfecting the new taste which combines cocoa with notes of hazelnut.

The launch follows limited edition Strawberry & White Choc Flavour Coco Pops that landed on shelves last year.

With fans of the cereal often taking to Twitter to recommend combining original Coco Pops with hazelnut milk-alternatives, the new addition to the range is expected to prove popular.

In 2018, Kellogg’s reduced sugar in original Coco Pops by 40% to help families make healthier choices in the morning**. This followed a reduction of 14% in 2017, meaning Coco Pops now has half the sugar it did five years ago. The original variety, as well as this new limited edition, are non HFSS (non-high in fat, sugar and salt) cereals.

Kellogg’s Hazelnut Choc Flavour Coco Pops are now stocked in all major supermarkets across Ireland from this month onwards, RRP €4.69***.

Müller Corner has returned as a sponsor on RTÉ’s Dancing With The Stars 2022, the country’s most popular dance-off show and is supporting it with a significant promotional campaign to help drive consumer demand in-store of Müller Corner Irish Favourites.

Special promotional packs hit the shelves at the end of January, including a Text and Win Competition where consumers could win a pair of tickets to attend a ‘live’ show and overnight hotel stay.

The multipack includes Müller’s best-ever Müller Corner recipe which contains more protein and has a thicker and creamier texture. It includes Strawberry, Vanilla Chocolate Balls and Milk Chocolate Digestives.

“It’s such a great feel-good show and is exactly what the country needs right now,” said Sean Cleary, head of Müller Ireland. “The audience matches brilliantly with our Müller Corner customer and is perfectly aligned with our brand purpose – to inspire happy, healthy lifestyles.”

The show which runs until March features Jennifer Zamparelli, Nicky Byrne, Nina Carberry, Gráinne Seoige and Aengus Mac Grianna, bringing truckloads of glamour, sparkles and fun.

*(Source: 30% less sugar on average than other chocolate flavoured toasted rice cereals. IRI UK 2021. www.cocopops.com) **(Source: Rounded to nearest 10%. Sugar has been reduced by 43% vs previous recipe in 2017) ***(Pricing is at the sole discretion of the retailer)

Nivea

Lucozade

Complete cleansing care with Nivea – no compromise

Lucozade bursts into stimulant energy with new Lucozade Alert

Created to offer easy makeup removal, skin cleansing and care, the Nivea cleansing range delivers a complete cleansing experience. The innovative collection of products from Ireland’s number one face brand, helps to thoroughly cleanse the skin while gently caring and protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products.

• Daily Essentials Double Effect Eye Make-Up Remover This wonder product benefits from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes.

Ireland’s number one energy drink brand*, Lucozade is bringing something new to Ireland’s soft drinks chillers with the exciting launch of Lucozade Alert: a distinctive stimulant energy drink range.

With huge momentum behind the stimulant energy category, growing at +24.3%** and representing 61% share*** of the impulse energy category, there’s never been a better time to bring this NPD to market.

With 75% of adults reporting concerns about tiredness**** and 40% more Irish consumers purchasing stimulant energy drinks post the pandemic*****, new Lucozade Alert responds to a clear consumer need for a stimulant energy drink. Lucozade Alert contains high caffeine and vitamin B3, helping to reduce tiredness without compromising on the great Lucozade taste.

Bursting with flavour, Lucozade Alert is available in the unique Original flavour, that Irish consumers know and love along with Tropical and Cherry flavours.

Lucozade Alert is available in 500ml cans which should be ranged within retailers’ current stimulation category in the chiller.

“We’re delighted to be bringing something new and exciting to the Irish energy drinks category,” said Siobhan Drummond, senior brand manager of Lucozade Energy at Suntory Beverage & Food Ireland.

Launching from 7 February 2022, across all major retailers, Lucozade Alert will be supported by a heavyweight through-the-line marketing campaign including TV, OOH, sampling, shopper, digital and social media advertising. ■

• Refreshing Facial Wash Gel This wash gel deeply cleanses and hydrates for a perfectly clean, refreshed skin look and feel. The formula combines effective cleansing with the mild and moisturising benefits of Vitamin E to help strengthen the skin’s protective barrier, while effectively moisturising to support skin.

*(Source: NielsenIQ, Total Scantrack ROI, Lucozade Drink Now Energy, Value Sales, YTD to 05/12/21) **(Source: NielsenIQ, Total Scantrack ROI, Energy Drink Now, Stimulation by Brand excluding Private Label, Value % Chg YA, YTD to 10/10/21) ***(Source: NielsenIQ, Total Scantrack ROI, Energy Drink Now, Stimulation by Brand excluding Private Label, Value Sales, YTD to 10/10/21) ****(Source: SBF GB&I Category strategy insight) *****(Source: Red C Bespoke Research June 2021)

• Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water This award-winning product respects the skin’s natural balance, requires no rinsing and is free of perfumes, colourants and parabens, making it ideal for sensitive skin.

• Biodegradable Cleansing Wipes These soft and gentle wipes are made with 100% renewable plant fibres, are biodegradable, and are enriched with specially selected organic Argan Oil and organic Aloe Vera, ensuring they are suitable for even sensitive skin.

ShelfLife February 2022 | www.shelflife.ie

54 APPOINTMENTS

Tara O’Connor appointed new director of sales and supply chain for Lidl Ireland & Northern Ireland

New chief specialist in environmental health appointed at the FSAI

Tara O’Connor has been appointed as a director of sales and supply chain for Lidl Ireland & Northern Ireland. O’Connor previously worked in executive positions, including head of retail operations, and in the retailer’s Dublin head office, regional office in Charleville and in its international operations.

She will oversee the head office Tara O’Connor sales and supply chain functions which are responsible for the smooth operations of 173 stores in the Republic of Ireland and 41 in Northern Ireland.

O’Connor, who is originally from Wicklow but now lives in Clonakilty, Cork, holds a MA in Management from University College Dublin and Bachelor’s Degree in Business from Waterford Institute of Technology.

The Food Safety Authority of Ireland (FSAI) has appointed Rob Philips as chief specialist, environmental health. Leading on all aspects of environmental health in the FSAI, Philips will advise on food safety and hygiene issues and seek

Tesco Ireland implements change in leadership

Natasha Adams

Tesco is to make some changes to its management team in the Republic of Ireland “in recognition of the strong performance, progress and significant future growth potential it sees for the market, in line with strategic priorities”.

Kari Daniels’ time as chief executive, ROI will come to an end in April, and after a varied and hugely successful career at Tesco, she has decided to take some time out before deciding what to do next.

Daniels made a significant contribution to Tesco both in her role in Ireland and throughout her 20 years with the business, during which she has held several senior commercial and marketing roles in the UK and Europe.

Natasha Adams, currently chief people officer, will become chief executive officer of Tesco ROI, reporting to group CEO Ken Murphy in a new role on the Tesco Executive Committee.

Ken Murphy, Tesco Group CEO, praised the Tesco Ireland team for taking the business from strength to strength, noting that the group had strengthened its value proposition through the recent launch of the Aldi price match, as well as developing its “marketleading online business”. He thanked Kari Daniels for her significant contribution.

“Natasha has made an outstanding contribution in her role as chief people officer, and her appointment to the new role of chief executive officer, Tesco ROI, recognises the breadth of that contribution,” Murphy said. “I have no doubt she will bring the same blend of strategic thinking and people-centricity as she leads our Irish business into an exciting future.”

Adams is Irish, was born in Kerry and will re-locate back to Ireland with her family when she takes up her role in April. She will also sit on the Tesco UK leadership team.

Tesco Ireland recently announced plans to acquire ten Joyce’s Supermarkets in Galway, pending approval by the Competition and Consumer Protection Commission (CCPC).

ShelfLife February 2022 | www.shelflife.ie

Rob Philips

to ensure fair, proportionate, and consistent approaches to food law enforcement.

He will represent the FSAI at national, EU and international levels and support the wider regulatory affairs and compliance building team in the FSAI with issues relating to environmental health, food safety, food hygiene and regulatory affairs.

Additionally, Philips will lead on compliance building, the development of compliance supports and engage with stakeholders to build a culture of food safety within Ireland’s food industry. His work will also see him engage with government departments, including the Department of Health, as well as the inspectorate in the official agencies and national and international bodies.

With over 20 years’ experience overseeing food safety and compliance, he has a strong background in environmental health, where he previously held the position of senior environmental health officer with Pembrokeshire County Council in Wales. In addition, prior to joining the FSAI, he acted as food fraud co-ordinator in the Welsh Food Fraud Co-Ordination Unit. He has also served as a food safety expert on the Welsh Heads of Environmental Health Panel. Prior to taking up this new role, Philips was audit and investigations manager with the FSAI since 2018.

Philips holds a BSc in Environmental Health from University of Wales Institute, Cardiff and is a member of the United Kingdom Chartered Institute of Environmental Health. He also participated in EU Commission training missions in China and throughout Europe, and has delivered a number of successful training programmes for organisations which include the Chartered Institute of Environmental Health and CEPOL (the European Agency for Law Enforcement Training).

Gearóid Concannon

Dominic Feeney

Key management appointments at CBE At retail technology experts CBE, Dominic Feeney has been appointed CEO, while Gearóid Concannon moves into the role of managing director. This follows the retirement of Sean Kenna from the position of CEO; Sean Kenna will continue as an active member of the boards of the Concannon Group of companies. ■

Why are Tesco, SuperValu and Centra so big on locally sourced and packaged milk with the NDC trademark?

It’s a question of commitment.

Their shared commitment: • To all year round, sustainable quality milk production • To guaranteed, locally sourced, processed and packed milk • To Irish dairy farmers whose expertise and hard work delivers excellence • To grass-fed goodness borne from lush Irish fields

It’s all good. Every time you choose milk with the NDC trademark.

www.ndc.ie

IT’S ON