ShelfLife Magazine - February 2021 Issue by Mediateam

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

February 2021

Scoring an ace at Mace

Mace sales director Daniel O’Connell outlines latest brand plans up to 2024

Bringing convenience online C-store retailers pioneering online deliveries explain how they are making the practice work for their stores

Adapting to a new mindset Colin Gordon outlines how to mount an effective response to consumers’ new shopping patterns in our Covid-altered times

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

THE ONLY BEER WITH BENEFITS

GREAT TASTING NON-ALCOHOLIC

LIGHT LAGER THAT SUPPORTS YOUR

IMMUNE HEALTH

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OPINION 3

ShelfLife February 2020 Vol. 28 No. 2

‘Status quo masquerading as reform’ must not prevail

Editor GILLIAN HAMILL (01) 294 7776 gillian.hamill@mediateam.ie Staff journalist JULIA O’REILLY (01) 294 7709 julia.oreilly@mediateam.ie Contributors CAROLINE MCENERY 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 Printing W & G Baird Ltd

ll eyes will be on the Judicial Council this month, with the next meeting on the adoption of new guidelines for personal injury insurance payouts scheduled for 20 February. The Alliance for Insurance Reform (AIR) has expressed serious concerns at reports that the Judicial Council is tending towards the adoption of guidelines that would reflect those in the Green Book, Northern Ireland’s personal injuries guidelines. Peter Boland, director of AIR, has once again proved an unequivocal champion for our industry; not afraid to say it like it is. “Such a development would be unlikely to lead to meaningful reductions in the cost of personal injury claims and hence insurance, unless it came hand-in-hand with wholesale reform of the Irish legal system,” he said. “Otherwise, using the Green Book as a reference point would be the status quo masquerading as reform.” Independent retailers’ group RGDATA is in firm agreement that general damages for fully recovered minor injuries should be reduced by at least 80% to reflect international norms. “We will not see the required reduction in shop insurance costs to sustainable levels unless we bring the payouts for very minor, fully recoverable bumps and bruises right down to EU levels,” Buckley said. Unfortunately, according to a senior legal source who spoke to The Irish Times, although a number of judges felt they needed more time to consider the guidelines, the view is they will ultimately be adopted. We can only hope that between now and 20 February, the Council takes heed of those on the ground who are fully cognisant of the reality of such changes for retailers. Our industry representatives should be commended for not taking the easy road; they have been tireless advocates for necessary change. Look out for a full report on this subject in our March issue. Gillian Hamill, editor, ShelfLife magazine

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 10

COVER STORY 16

Mace moving forward Mace sales director Daniel O’Connell outlines the symbol group’s latest plans up to 2024

NEWS&ANALYSIS

ADVISOR

News grid

14 HR

Seen and heard

10 NOffLA news 12 CSNA news 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

22 Store proﬁle: Mace As the ﬁrst Mace store to be treated to the symbol group’s new design concept, retailers Jewel and Liga Akber outline how Mace Black Bull in Drogheda is hitting the mark for local shoppers

24 Bringing convenience online Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

Fionnuala Carolan speaks to convenience retailers who are pioneering online deliveries

At a time when many organisations’ typical goals have changed, The HR Suite’s Caroline McEnery highlights the importance of reviewing staff members’ performance

20 Recruitment With Covid-19 vastly accelerating the work-from-home revolution, Excel Recruitment’s Barry Whelan explains how technology can help ensure every team member has their say

40 Marketing While Covid-19 has changed everything, the basics remain, writes Colin Gordon, who outlines how to mount an effective response to consumers’ new shopping patterns

MARKETING& CATEGORY FOCUS 26 Protein products 34 Easter 38 Frozen foods 44 Market movers 46 Hotspots

NEWS

NEWSGRID The top news stories in FMCG BP records first loss in a decade BP recorded its first loss in a decade last year – of €4.74 billion – as the Covid19 pandemic hit oil demand, during a time of widespread travel restrictions. However, chief executive Bernard Looney is reported by Reuters to be confident that the group’s transition to a greener, more environmentally friendly position remains on track with the company aiming to increase its renewable power generation to 50 gigawatts (GW) by 2030 from 3.3 GW currently. He expects oil demand to recover in 2021, with global inventories expected to return to their fiveyear average by the middle of the year.

and retail from across Ireland

Irish drinks industry set standards for online sales Ireland’s drinks industry has signed up to a new alliance with online retailers, and e-commerce and delivery platforms to strengthen standards for the online sale of alcohol. According to industry group Drinks Ireland, the alliance will further safeguard Irish consumers. The move comes as a result of the Covid-19 pandemic, which saw e-commerce sales of alcohol increase in Ireland last year, with this trend set to continue in 2021. The new alliance aims to prevent the online sale and delivery of alcohol to minors and to reduce harmful drinking among adults.

Aldi extends fast-track payments for suppliers for 2021 Aldi has confirmed it is extending its temporary shorter payment terms initiative for small and medium Irish suppliers for the entirety of 2021, continuing the initiative introduced at the start of the coronavirus pandemic. The commitment means Aldi will continue to process payments for suppliers that transact up to €1 million worth of business annually within five working days. According to the retailer, over 200 Irish food and drink producers will continue to benefit from the shorter payment terms this year.

Circle K Gorey opens Covid-19 testing centre for HGVs Covid-19 antigen tests for HGVs departing Ireland for France, can now be carried out at the Circle K service station located on the M11 between J21 and J22 at Gorey. Under new French laws, commercial drivers heading to France on direct ferries from Dublin and Rosslare must have evidence of a negative test taken within the previous 72 hours on arrival at French ports. The Covid-19 antigen testing at Circle K Gorey, carried out by Irish healthcare company, RocDoc, is helping hauliers to fulﬁl this new requirement.

Lidl Ireland to recruit for 1,200 new roles Lidl Ireland is set to recruit more than 1,200 new employees to its Irish operations this year in a variety of operational and ofﬁcebased roles across its store network of 168 store locations, three regional distribution centres and Dublin head ofﬁce. The retailer states the new roles are being created to support its growing footprint of stores nationwide that will see it open six new stores, carry out seven rebuilds of existing stores as well as embark on a €75 million expansion project on its Mullingar regional distribution Lidl HR director centre. Maeve McCleane

Credit and debit card spending up by 21% in December Central Bank statistics show credit and debit card spending rose by 21% in the month of December. The easing of restrictions in December led to a signiﬁcant increase for restaurants and the dining sector, where sales were up by 66% compared to the previous month. In-store spending also increased in December; up 45% month-onmonth (up by €1.25 billion). Interestingly, online spending decreased by 7% in December, although it had nevertheless grown by 21% when compared with December 2019.

Importance of delivery drivers wearing masks highlighted online The importance of ensuring that all delivery drivers follow company policy and wear masks when arriving at customers’ homes was highlighted on social media earlier this month, when cystic ﬁbrosis activist Orla Tinsley highlighted the issue on Twitter. On the site, Ms Tinsley said that despite previously contacting the store to explain her medical vulnerability, she had received four deliveries from the retailer, whereby each time the driver did not wear a mask. A representative for Tesco apologised and thanked Ms Tinsley for bringing the issue to the company’s attention.

BWG Foods develops new fresh ready meals brand BWG Foods has launched a new range of fresh ready meals, which is being rolled out across its network of over 1,000 Eurospar, Spar, Mace, Londis and XL stores nationwide. The launch of ‘Fresh Choice Kitchen’ follows a partnership with a number of Irish suppliers to launch a new range of fresh and chilled products, with a focus on sustainable packaging. Suppliers include Galmere Foods, Galway; Swift Fine Foods, Monaghan; Prestige Foods, Kerry and Aveo based in Dublin. The range is now available in 600 local stores nationwide. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife February 2021 | www.shelﬂife.ie

VYPE IS BECOMING VUSE As Vype, we have one purpose: inspire consumers with high quality products. This has led us to gain recognition and trust from both you and your customers. We are now evolving into Vuse, a global brand that will be connected and aligned with the ever-evolving needs of our consumers. Through a revamped brand look and feel, product upgrades and more choices for your customers, we will continue to inspire and be at the forefront of innovation. REST ASSURED THAT VYPE AND VUSE WILL BE FULLY COMPATIBLE.

FIND OUT MORE AT B2B.PJCARROLL.IE. For adult smokers and vapers only. Vype e-cigarettes contain nicotine which is addictive. 18+ Only. Read leaflet in pack.

SEEN AND HEARD

SuperValu to implement sustainable light ﬁttings made from CDs across store network SuperValu has announced that it is to produce light ﬁttings for its network of 223 stores from recycled CDs using 3D printing technology.

The new light ﬁ ﬁttings ttings will have a 75% reduced carbon footprint

As a result, SuperValu’s light ﬁttings will have a 75% reduced carbon footprint due to their lightweight nature and reduced number of parts compared to a traditional luminaire, which translates to a 35% carbon emission saving when shipping. SuperValu has partnered with two Irish companies – Domus and Pro Light Design & Technology to rollout the recycled and 3D printed luminaires, with installations completed in 40 stores to date with a larger rollout to be completed this year. The rollout forms part of a broader set of commitments as part of SuperValu’s sustainability plans to make a real difference to people’s lives every day and create a positive impact on communities and across Ireland.

SuperValu has partnered with two Irish companies, Domus and Pro Light Design & Technology to roll out this new initiative

Meade Potato Company changes name to Meade Farm The Meade family, leading growers, packers and distributors of fresh and prepared produce to the retail and wholesale markets, are changing the group’s name from Meade Potato Company to Meade Farm to reﬂect its full range of products, having recently launched an innovative good grade potato starch. Meade Farm will be used for the group’s consumer-facing activities such as its compostable packaging ranges. B2B activities will come under Meade Farm Group, including

its packing facilitation operations. The brand logo will have the same overall look and feel as the former version and is being rolled out gradually to avoid packaging waste. A new www.meadefarm.ie website has been launched to acquaint consumers with this Irish family business that has a passion for potatoes, fruit, veg and much more. The company which is based on a farm in Lobinstown, Co Meath, has been in existence for over 40 years. Meade Farm will be used for consumer-facing activities and Meade Farm Group will be used for B2B activities

Nutella launches new biscuit range in Ireland Following sell-out success in Europe last year, Ferrero is launching its Nutella biscuit range to Ireland for the very ﬁrst time. Containing a creamy heart of the muchloved chocolate hazelnut spread, Nutella Biscuits offer the unique taste of Nutella coupled with a crunchy golden baked biscuit. Available in either a sharing pouch or a tube, Nutella Biscuits are positioned as an ideal product to be shared. Levi Boorer, customer development director for Ferrero UK & Ireland said: “After an extraordinarily successful launch

in Europe, where many shops in Italy and France completely sold out, we’re thrilled to be bringing our latest Nutella innovation to Ireland. We’re conﬁdent that Nutella fans will love the delicious taste and enjoy sharing their Nutella Biscuits with loved ones, giving retailers the opportunity to appeal to new shoppers and grow their biscuit sales.” The new Nutella Biscuit sharing packs are available in most retailers including Dunnes, Musgrave and Aldi from January at an RRP of €3.50, while the tubes ﬁrst hit shelves in February for €2.50 RRP.

Nutella Biscuits offer the unique taste of Nutella coupled with a crunchy golden baked biscuit

SuperValu and AsIAm announce new 2021 webinar series

The series of webinars of ‘Autism & Life After School’ runs throughout the ﬁrst quarter of 2021

ShelfLife February 2021 | www.shelﬂife.ie

AsIAm, supported by SuperValu, recently announced a new series of webinars that will continue to bring informative topics and valuable advice to the autism community. The series kicked off on 27 January with ‘Autism & Life After School – Education’. Fiona Early, autism-friendly university coordinator at DCU and Billy Redmond, an educational facilitator, school principal, guidance counsellor and HEC teacher, aim to provide participants with invaluable knowledge on

navigating the third level education landscape through an autistic lens. The ﬁrst quarter of the year will see three further seminars take place including; ‘Autism & Life After School – Training & Employment’ on 24 February, ‘Autism - Women & Girls’ on 10 March and ‘Starting the Journey – A New Diagnosis’ on Wednesday, 24 March. The entire series will be free and open to all subject to registration. For more information, visit asiam.ie.

SEEN AND HEARD

Celtrino launches cloudbased EDI solution for retailers and suppliers Celtrino’s cost effective EDI (electronic data interchange) solutions allow companies to both focus on their core business and free up internal resources. The cutting-edge, cloudbased EDI technology enables customers to work from any location provided they have an internet connected device. Remote 24/7 EDI access has become paramount to the success of Celtrino’s client base during the current Covid-19 pandemic. But EDI is not just about 24/7 connectivity. According to Celtrino, any company that implements EDI can reduce costs and increase efﬁciency. “When you’re using any manual process, it is quite easy to fall behind,” says Patrick Redfern,

head of business development at Celtrino. “Every instance of human intervention is a chance for errors to occur. Instead of spending precious hours matching up paperwork, imagine if all orders could be reconciled with a few simple keystrokes. “EDI transactions provide a basis for automated order processing and inventory management,” Redfern adds. “By automating an invoice to match the PO and quantity received, you can be assured of issuing an accurate payment.” Celtrino’s EDI solutions allow customers to exchange electronic business documents without having to employ expensive in-house IT resources.

As Ireland’s leading EDI service provider, Celtrino presently supports over 1,000 leading retailers and suppliers in the Irish and UK markets. With a dedicated support team, Celtrino is experienced in dealing with all types of EDI support issues, guaranteeing fast problem resolution and continuity of service. Celtrino is the exclusive EDI service provider for buying groups such as Barry Group, Gala Retail Services, Aramark, Circle K and over 150 other groups. “These are challenging times for any company especially with the combination of Covid-19 and Brexit, but implementing EDI could help to mitigate and weather the crisis better than most,” says Redfern.

Linwoods launches new Crunchy Seed Clusters range

Linwoods has launched the new breakfast topper range to help get more natural goodness into mealtimes

Family-owned company Linwoods, a leading producer of healthy super foods in Ireland, has launched its newest seed range – Linwoods Crunchy Seed Clusters. A ﬁrst for the brand, the range is a step into the breakfast market, providing consumers with a quick and easy way to add more goodness into breakfast time. Available in three varieties, the Linwoods Crunchy Seed Clusters are vegetarian, all natural and contain an impressive 1.8g of ﬁbre per each 20g serving. The breakfast toppers are also high in plant-based protein, Omega-

Wide Eye Outdoor and Adtower Limited merge to create largest digital out of home network A merger has taken place between Wide Eye Outdoor and Adtower Limited to create the largest digital out of home (DOOH) network in Ireland, close to 1,000 digital screens. The network is populated with more than ﬁve times as many panels as its nearest DOOH competitor and extends all over the Republic of Ireland at premium locations. The screens have the ability to deliver contextual campaigns where real-time data may be incorporated to communicate a message appropriate to the time of day, location and even the weather. Wide Eye Outdoor has been in operation since 2014 developing a national footprint of over 400 high-deﬁnition digital screens in cinemas, convenience stores, shopping centres, pubs and gyms. Adtower Limited launched its initial product in 2011 and strategically developed its internal and

ShelfLife February 2021 | www.shelﬂife.ie

external full motion panel range with retail partners SuperValu, Centra, Eurospar, Spar, Mace, Londis, as well as forecourt retailer Maxol, and independent symbol groups. Close to the point of purchase or use, these sites offer brands the potential to inﬂuence last minute decision-making. Behind the scenes, data capture, collation and analysis can provide advertisers and retailers with an overview about trafﬁc, demographics, dwell time and attention. ■

3 ALA (alpha linolenic acid) and magnesium, perfect for sprinkling on classic yoghurts, cereals, porridge and overnight oats for an added morning health boost. The full Linwoods Crunchy Seed Clusters range includes: Linwoods Crunchy Seed Clusters with Flaxseed & Cranberries, Linwoods Crunchy Seed Clusters with Flaxseed & Nuts, and Linwoods Crunchy Seed Clusters with Pumpkin & Chia Seed. The Linwoods Seed Clusters range is available in 200g re-sealable packs in retail outlets nationwide.

Digital screens have the ability to deliver contextual campaigns where real-time data may be incorporated to communicate a message

50 million copies!

Independent News and Media is Ireland’s largest newspaper publisher. We would like to thank you for your support in maintaining this position with sales of over 50 million copies in 2020. We are fully committed to the print news category and look forward to working with you, our retail partners in 2021.

Your most profitable news partner.

NOFFLA NEWS

www.nofﬂa.ie

45 Irish Wine Show Star Award winners: One unique selling point! Gold Star Award wines

Now in their twentieth year, the winning wines from the Irish Wine Show Star Awards are available to consumers all over the country from NOffLA outlets

With 45 award-winning wines announced at the 2020-2021 Irish Wine Show Star Awards, NOffLA members have been presented with a tailor-made wine promotion for this winter/ spring 2021. In excess of 600 wines were submitted to the Star Award adjudication panel of NOffLA judges and independent wine journalists in August. Points were awarded on the basis of appearance, smell, taste and value for money criteria, and the winning 45 were selected as the best wines from key suppliers across a number of price categories. These credentials make the winning wines ideal for recommendation by less wineconﬁdent members of staff. Recognisable by distinctive award symbols on each bottle, there are also substantial POS materials available for all the winners, including neck collars and posters. With margins at a minimum of 25% on all winning wines, the NOffLA Star Awards provide the unique selling point that all retailers crave. ■

Winner of Wine of the Year, Joe Coyle of Liberty Wines, with De Loach Heritage Collection Chardonnay 2018

ShelfLife February 2021 | www.shelﬂife.ie

CATEGORY

WINE NAME

Old World White under €10 Old World White under €15 Old World White under €20 New World White under €10 New World White under €15 New World White under €20 Rosé under €15 Old World Red under €10 Old World Red under €15 Old World Red under €20 New World Red under €10 New World Red under €15 New World Red under €20 Sparkling under €25 Sparkling/Champagne under €60

Labouré-Roi Sauvignon Blanc Aveleda Alvarinho El Coto 'Finca Carbonera' 875m Chardonnay Meerestein Chenin/Pinot Grigio Secret de Viu Manent Sauvignon Blanc De Loach Heritage Collection Chardonnay Care Solidarity Rosé Rioja Vega Semi Crianza Lopez de Haro Rioja Crianza Conde Valdemar Reserva The Landings Shiraz / Cabernet Sauvignon Callia M Malbec Willunga 100 McLaren Vale Shiraz/Viognier Capçanes Cava Brut Reserva Piper-Heidsieck, Cuvée Brut

VINTAGE

COUNTRY

2018 2019 2019 2019 2019 2018 2019 2019 2017 2012 2019 2019 2018 NV NV

France Portugal Spain South Africa Chile USA Spain Spain Spain Spain Australia Argentina Australia Spain France

VINTAGE

COUNTRY

2019 2019 2019 2019 2015 2017 2018 2018 2017 2016 2018 2019 2014 2019

Italy Spain Spain Australia Chile Canada Chile France Italy Spain South Africa Argentina Chile Italy

France

VINTAGE

COUNTRY

2019 2019 2018

Spain Germany France

2020 2019 2020

Chile New Zealand Chile

Silver Star Award wines CATEGORY

WINE NAME

Pasqua "Le Collezioni" Pinot Grigio DOC LoLo Albariño DOC Martín Codax Albariño The Landings Colombard/Chardonnay Santa Rita Medalla Reserve Chardonnay Henry of Pelham Sibling Rivalry White Santa Rita Limited Release Rosé Labouré-Roi Merlot Cecilia Beretta Soraie Passite Veneto IGT Bodega Maurodos San Román Prima, DO Toro Meerestein Shiraz/Mourvedre Beefsteak Club Beef & Liberty Malbec Medalla Real Gold Cabernet Sauvignon Cecilia Beretta Prosecco Superiore Valdobbiadene DOCG Sparkling/Champagne under €60 Moët & Chandon Impérial Brut

Bronze Star Award wines CATEGORY

WINE NAME

Old World White under €10 Old World White under €15 Old World White under €20

La Granja Verdejo Viura Hans Baer Pinot Blanc (Weissburgunder) QBA Henri Maire Grand Mineral Cotes Du Jura Chardonnay Santa Carolina Cellar Selection Sauvignon Blanc The Cloud Factory Marlborough Sauvignon Blanc Montes Limited Selection, Leyda Valley Sauvignon Blanc Les Roseraies Rosé d'Anjou Loire AOP

New World White under €10 New World White under €15 New World White under €20 Rosé under €15 Old World Red under €10 Old World Red under €15

Cavalo Luso Tinto Pasetti 'Fonte Romana' Montepulciano d'Abruzzo Old World Red under €20 Mandrarossa 'Bonera' Nero d'Avola-Cabernet Franc New World Red under €10 Diaguita Malbec New World Red under €15 Snare Point Pinot Noir New World Red under €20 DP 1100 Malbec Sparkling under €25 La Marca Prosecco Spumante Sparkling/Champagne under €60 Cave de Lugny Crémant de Bourgogne Blanc de Blancs

2018

France

2018 2017

Portugal Italy

2018

Italy

2019 2017 2016 NV NV

Argentina New Zealand Argentina Italy France

Picture courtesy of Tourism NI: Harry Avery’s Castle, Co. Tyrone

Northern Ireland. Open for Business.

Following the end of the transition period, Northern Ireland continues to be a great place to buy from if you are in Ireland: The Protocol on Ireland/ Northern Ireland has ensured there are no border controls. So for trade between Northern Ireland and the EU that means: • No tariffs • No new customs checks • No new regulatory checks Our products continue to move to Ireland as they always have, friction free with no delays. Just the same, Pure, Natural, Quality from our trusted food and drink manufacturers. Contact our business development team for more information. E: jen.guiney@investni.com T: +44 (0) 79 8511 1024

Northern Ireland. Altogether more.

CSNA NEWS

CSNA NEWS Lottery changes compliance sanctions following representations from CSNA

PETER GAUGHAN, national president, CSNA

Exclusive shop insurance scheme for CSNA members Rising insurance costs?

We are delighted to announce that JDM Insurance Services has negotiated generous premium discounts from insurers, exclusively available to members of the Convenience Stores & Newsagents Association. To enable JDM to establish, maintain and indeed improve this arrangement with insurers, its team are relying upon your support by simply allowing them the opportunity to provide you with a no-obligation quotation for your business. For more information, please contact CSNA on 045-535050.

CSNA Stockbook:

Have you received yours? The CSNA newspaper and magazine stockbook was delivered to all retailers in December. If you have not received yours, please contact Laura in the CSNA ofﬁce on 045-535050.

The vast majority of retailers don’t bother with the small print of terms and conditions from a supplier, particularly if they have had a very good working relationship with them. The operator of the National Lottery made a number of changes to its contractual understandings with agents which provided for a range of sanctions and penalties that the company could impose for certain stated “transgressions”. Some of these are The CSNA held a number of meetings with Premier Lotteries Ireland perfectly understandable in relation to sanctions that could be applied to agents for any company seeking to protect its brand and reputation. Others require a wider acceptance offering it for sale on three occasions. of the line between fair and unfair; rules that The CSNA did not accept this and had a series some believe to be a necessary protection of of “full and frank” discussions with the Lottery the consumer are perceived by others to be an with a single focus; to reverse the sanctions unnecessary burden on a store owner. that were implemented without our approval or The first set of compliance rules were the input. subject of detailed discussions and subsequent We have always had an exceptional agreement between Premier Lotteries Ireland relationship with the National Lottery and (PLI) and the CSNA and these were approved believe this has been beneficial for both agents by the Agents Council. and the operator, but we needed to allow the Unfortunately, and inexplicably, these agreed company some time to apply a more workable rules were amended and in our opinion, made and fair solution to a problem that we believe particularly onerous and difficult for retailers to requires attention. avoid falling foul of the new, much more punitive Just before Christmas, the board of the sanctions for failings that are, in the main, Lottery approved a new compliance policy, a relatively minor infractions. copy of which was forwarded to each agent. The infraction that caused the greatest level Rather than the number of non-activations of difficulty to agents has been the application being three in three years before a sanction is of “penalty points” to a store that put a book of applied, the new policy provides for there having scratchcards on sale without activating it first. to be six in a two-year period, a very significant This leads to a customer with a ticket that has change, and one that CSNA can be justifiably a winning prize being unable to obtain the value happy to have been the instigator for change. of the prize if they present the ticket at any However, we believe that this does not store other than the one that originally sold the solve or resolve the core problem; the CSNA ticket. requested that the Lottery scope out the The Regulator has sought from the Lottery feasibility of initiating ‘auto’ activation. assurances that it puts in place a series of This would ensure that a winning scratchcard measures designed to contain and ultimately can be honoured immediately when presented reduce the levels of barriers that prevent in any agency throughout Ireland. This is, we a player of an “instant” game from being believe without doubt, the only remedy that rewarded instantly. prevents the end user, the ticket owner, from This is not unreasonable; none of us want continuing to run the risk of not being able to to discomfort or disappoint a scratchcard get instant payment. purchaser, wherever they bought the ticket. The new policy of “six over two years” is now What was unreasonable we believe was the in place. punishment that PLI put in place; a sanction that We will be providing members with a number removed the agency from the store if, during a of items that will assist your staff to be reminded three-year period, they or their staff neglected to activate each book prior to putting it up for or most likely, forgot, to activate a book prior to sale.

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie ShelfLife February 2021 | www.shelﬂife.ie

Early Covid vaccination essential for frontline retail workers

Covid Illness Benefit available for employees who must self-isolate

The association has written to An Tánaiste, Leo Varadkar asking him, as Minister responsible for Enterprise to make strenuous representations to the Department of Health to ensure that all retail staff with customer-facing roles be vaccinated as frontline workers. Society has beneﬁtted very signiﬁcantly from the diligence and sense of duty shown by all essential employees and the businesses they work in. It is appropriate that the State makes a meaningful and welldeserved gesture in return. Retailers and retail staff deserve to be treated on the same level as all other non-health care workers.

When a worker is told to self-isolate or restrict their movements by a doctor or the HSE due to either being a probable source of infection or else diagnosed with Covid-19 by a doctor, they can apply for an enhanced Illness Benefit payment of €350 per week. All employees (other than some public sector employees who pay a modified rate of social insurance) and self-employed individuals, including non-nationals and people living in Direct Provision, are entitled to claim and receive the enhanced Covid-19 Illness Benefit payment where conditions are met. To be eligible for this payment, a person must be confined to their home or a medical facility. ■

It is essential that the Department of Health recognises importance of vaccinating frontline retail workers as a priority

CSNA CONTACT DETAILS

The Covid-19 Illness Beneﬁt is available to those conﬁned to their home or a medical facility

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

www.shelﬂife.ie | ShelfLife February 2021

ADVISOR: HR

A guide to performance appraisals CAROLINE MCENERY

managing director, The HR Suite

At a time when many organisations’ typical goals have changed, it is vital to review staff members’ performance and ensure that everyone is on track to achieve their individual goals and feels both motivated and appreciated, writes The HR Suite’s Caroline McEnery

he start of a new year is the perfect time to conduct appraisals with your staff. The appraisals process beneﬁts staff, management and the business as it allows for clear communication in a two-way process where both parties have an equal opportunity to discuss the role, work performance, objectives and future goals. Because many organisations’ typical goals have changed, it’s more important than ever to ensure that all employees are fully aware of this and any impact that it may have on their role and their individual objectives.

What went well?

At least one meeting (virtually if necessary, to adhere to government guidelines) should take place during the year to review the progress of business goals, writes Caroline McEnery

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’s ofﬁce on (066) 7102887.

Ordinarily, the ﬁrst part of an appraisal involves assessing the employee’s performance against key objectives set at the previous appraisal. While this has no doubt been impacted given the current circumstances, it is still beneﬁcial to discuss this and to ask the question “what went well?” Although some objectives won’t have been met, it is worth assessing exactly why this it and discussing what can be done to try to get back on track. Some objectives may still be salvageable or adjustable with some innovative thinking and suggestions, so it’s important to question if this is the case, before writing everything off due to Covid.

Appraisal process The actual appraisal process itself should remain the same. Employees should get advance notice of the meeting and should be provided with the necessary appraisal form to complete in advance to prepare a review of their own performance. Once staff have completed the appraisal form and returned it to management, it should then be reviewed and assessed by the appraiser. The appraiser should review how the employee has rated their skills, performance etc. and the appraiser should prepare their own review of the employee’s performance in advance of the meeting. When conducting the meeting via a virtual means if necessary, both parties should be honest and fair in their review and feedback. The next element of the performance appraisal is setting clear, relevant and achievable goals for the year ahead, or a shorter period if necessary, and these should be agreed by both parties prior to the meeting concluding.

Understanding specific goals It’s important to ensure that employees have a full understanding of why speciﬁc goals are being set,

ShelfLife February 2021 | www.shelﬂife.ie

particularly if they vary greatly from a previous year’s goals. For example, a manager with a focus on service delivery may never have had goals in relation to health and safety compliance, but given the current climate, this may be a key objective for everyone in every area of the business to ensure future success or sometimes even viability. At least one meeting (virtually if necessary, to adhere to government guidelines) should take place during the year to review the progress of the goals. Following the correct process and using the right performance review forms, ensures consistency in the process. Conducting performance appraisals in your business has numerous advantages. The process allows for a structured framework to both record feedback and to share feedback with employees on their past performance and to set out objectives for the future. It provides an opportunity to identify training needs and to give employees an opportunity to improve. It has positive effects such as improving staff motivation, performance and commitment to the company. 2020 has been a challenging year for businesses, but also for employees, so an appraisal meeting is a great opportunity to provide feedback and encouragement to all.

Active listening The appraiser needs to have the skills, qualities and knowledge to conduct the review. Asking the right questions is essential. The appraiser should be asked to be open and honest and ask questions and give feedback – the employee should talk 70% versus 30% appraiser. Useful questions to ask during the process include open questions which encourage the team member to talk, i.e. “how do you feel you are getting on?”. Probing questions should also be used; these provide specifics, uncover feelings and attitudes, such as “Tell me more about working on that project”. Now, more than ever, employers and managers need to be aware of the areas that staff are having difficulty with and put a plan in place to provide support if necessary. A constructive appraisal review has the following characteristics. Achievement is recognised and reinforced. Past performance is reviewed. The appraiser listens actively. There is honest and open discussion, reflection and analysis. Action plans are agreed jointly.

Continually review progress It is important to remember that the review meeting is only a small part of the process which should be occurring continually throughout the year. Managers and staff should continually review their progress against goals, make adjustments as necessary, and recognise achievements. Managers should give their team feedback to ensure that the organisation gets the most out of their most valuable resource – their people. ■

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INTERVIEW

A winning formula

Since Mace sales director Daniel O’Connell took the helm of the brand back in 2017, it has been ‘all systems go’ in terms of developing stores with an impressive new look. Since then, Mace’s tailor-made plan for retailers centred around its Six Pillars strategy, has evolved again, as has the brand’s design format, all of which will enable retailers to capitalise on changing market trends, he tells Gillian Hamill

ove it or loathe it, remote communication is an area we’ve all had to rapidly grapple with in a Covidaltered world. Fortunately, Mace has come up with a creative solution to communicate its latest plans to retailers in lieu of a traditional convention. It’s certainly a marked shift in mindset to go from organising a physical conference and all the various logistical puzzles that entails, right through from timings to the seating plan and accommodation bookings. However, Mace sales director Daniel O’Connell, while maintaining that “there’s no substitute for face-to-face conversation”, is confident the group has hit upon a solution that is both time-efficient and beneficial for Mace retailers and their staff.

Six Pillars A series of videos has been developed to communicate the Mace brand’s latest plans for growth up to 2024. The ‘Six Pillars’ strategy was first developed in 2017 as a means of honing into six key areas of focus for Mace retailers that would assist them to grow their business further. This tailor-made plan for different store types has since expanded and the new video series dedicates a specific video to each of the six pillars, as well as on the extensive HR supports that are available from BWG Foods and its dedicated training facility, BWG Academy. The series shares the findings of Mace’s latest analysis and research (more on that later) with retailers, as well as delving into

ShelfLife February 2021 | www.shelflife.ie

specific information such as margins and average turnover based on store size. All in all, between three batches of easy-to-digest content, “there’s the guts of actually two hours of video recorded,” says O’Connell, “so an incredible amount of work has gone into this and it’s a credit to Suzanne Weldon and her team in putting this together.” The series also includes a full walk-around with retail development director Declan Ralph of Mace Black Bull in Drogheda, the first store to receive the new Mace look, as featured on page 22. “We want to keep the communication channels open with retailers,” O’Connell says, “and this has been a great way of us getting our message out there. The longevity that we will get out of this will be incredible.” While a traditional convention focuses on captivating the attention of attendees in the room, the issue says O’Connell, is “how do they grasp all the detail and bring that into the stores and to their managers and their staff? The beauty of the series is that when retail operations advisors (ROAs) go out into a store now, they have the full suite of information available on their laptops and so does the retailer. People love watching a video that makes it easy to consume information, rather than reading emails. It’s therefore a key benefit for us that Mace is going to be first out of the blocks with all of that material and assets recorded in a professional fashion.”

Store profiles To drive growth across its store network, Mace

largely classifies stores as one of three profiles. According to O’Connell: “Predominantly we have a mixture of classical neighbourhood stores which we call ‘All I Need’, whereby shoppers are coming in and they’re buying right across the store, across all the different departments. Secondly, we have a category called ‘Right For Now’ which is more focused on impulse and then we have a small but very successful cohort of stores called ‘Food Solutions’ and that’s where the retail foodservice and hot beverages category and impulse actually account for more than 60% of the sales.” Naturally, each of these store profiles are “vastly different” in terms of the range and concessions they carry. In a nutshell, says O’Connell, “what we’re going to do now over the course of this plan to 2024 is that we will be much more focused.” Specific insight on how to grow each store profile, is “really pertinent” following the unprecedented year that was 2020, says O’Connell, “because it’s a time when everyone is now looking at their business and saying ‘how can I make the best of the current market?’” While footfall is down, the average spend is up so people are buying more when they’re in-store, and Mace’s plan is to ensure they capitalise on this trend by meeting consumers’ needs. The group’s tailored business plans have now been “fine-tuned even further” according to O’Connell. “We’re able to say to our retailers, ‘well, there’s your profile, next, where do you benchmark and then what are you selling and not selling in the store to

INTERVIEW

achieve the best result?’ It’s not just about the range, products and price but it’s also the space within the store that we allocate for categories.” For example, the off-licence and dairy categories are two areas that may be under-spaced following an uptake in these categories during the pandemic.

Focus on fresh The ‘Six Pillars’ strategy has evolved in a number of important ways. The ‘focus on fresh’ pillar has been further divided into foodto-go and also the fresh food range outside of that, including the dairy wall, meat, fruit and veg, and bread and cakes. “The right ranging and a bigger focus on that chilled, fresh offer for people to top up shop effectively in all the stores,” is vital according to O’Connell. Mace will also continue to have two deli formats in its brand strategy right up to 2024, including the For Food’s Sake concept and the Mace deli concept. “In 2018 and 2019, we saw double digit growth across our fresh food areas,” O’Connell says and the group has extended its range of ‘Fresh to Go’ grab-andgo offerings which also feature prominently within the new format. It terms of the differences between the two deli formats, O’Connell is keen to point out that one is not superior to the other, but that they fit different store needs. “For Food’s Sake is for stores with large retail foodservice demand and where generally there’s a broader range and greater fixturisation, whereas the Mace deli offers a tighter range to match the demand in that marketplace.” “We are obviously continuing our focus on store standards because the market has gotten so competitive,” he adds, “our competitors are raising their game in terms of standards and we have actually reset the bar again even higher for our store standards and food safety. “The other pillar I would like to call out would be our digital agenda,” he adds. “We started rolling out digital deli screens in 2017, and it has now become a lot more affordable to have truly dynamic digital

communications in stores that will catch people’s eyes.” Alongside this, the group is installing electronic shelf-edge labels where appropriate. “We want retailers to make the most of their back office and EPOS systems,” continues O’Connell, “so we have 40% of our stores converted now to a common product hierarchy which allows better, more consistent reporting and better insights into their business. We started that last year and will have that completed by 2021 so that every store will be working on common reporting internally so retailers can get a better understanding of their business.”

Investment All of these developments are a continuation of the plans Mace laid out in 2017, when the group announced an investment of more than €19 million in store development by owner and operator, BWG Foods, together with its retailers; news about which ShelfLife interviewed Daniel O’Connell back in August 2017. “It was an exciting time,” he recalls, “because I was just six weeks in the job at that stage, so I was certainly the new boy on the block.” In total, €17 million of that figure was spent

between BWG Foods and retailers, “which is incredible considering what happened in 2020 and the impact of lockdown on construction alone; what that does for refits. When I look back over the numbers, I was delighted to be honest with you. I knew it would be close but that figure is really strong.” A total of 66 stores have been developed with the new Mace image. Although, as O’Connell points out, the ‘new’ 2017 image has since evolved again. Now, the two fully completed stores setting the standard for the latest design are Black Bull in Drogheda as previously mentioned, and Mace Culleens, Co. Sligo, a brand new build which opened in November 2020. “We’ve done everything from green field sites, to extensions, to re-fits within the current stores, there’s a big mixture there,” says O’Connell. “And then the other big investment obviously, we’ve a lot of people working on the Mace brand and we did a brand new ad campaign in 2018 where rugby legend Johnny Sexton joined the Mace team, initially on a two-year contract which we’ve now we’ve extended into 2022.”

Design evolution Describing more about the latest store design, O’Connell says: “It is an evolution of the store image because 2017 was a major departure where we changed everything from the floor tile to the signage. We also changed our logo back in 2017 for the first time in 21 years, so what we did this year was an evolution where it’s easier to describe what we kept.” The “clean, fresh, modern look of white walls and white ceiling” has remained, as has the For Food’s Sake deli and the floor tile, which was popular with retailers. The colour palette has likewise remained albeit dialled up with a new grey tone added into the mix; “it’s certainly a very modern and on trend colour and we’ve played that into some of the refrigeration and the seating areas and other

The ‘For Food’s Sake’ deli concept is ideal for stores that fit Mace’s ‘Food Solutions’ profile, whereby the retail foodservice, hot beverages category and impulse, account for more than 60% of sales

www.shelflife.ie | ShelfLife February 2021

INTERVIEW

elements around the store so we’ve changed the mix of colours but not the signature principle of our colour palette.” As demonstrated on page 22, the off-licence, which has become even more important during the pandemic, is a major feature within the new design, with impressive feature lighting as well as perimeter lighting that outlines the off-licence section, following the introduction of structural separation whereby there must be a 1.2m barrier installed. “The retailers’ reaction to that has been really positive and we’re excited about getting more of those out in the coming months,” O’Connell says.

The off-licence concept within Mace’s new design boasts feature lighting which gives the department great stand-out in stores

Impact of Covid-19 Of course, despite his enthusiasm about what the future holds for the Mace brand and its retailers, it would be impossible not to discuss the impact of Covid-19 following such a uniquely challenging year. “Overall the business performed extremely well and the vast majority of stores have traded really well but within that then you have extremes,” O’Connell says. “You have retailers that performed on certain sites that were hit extremely badly and retailers that have been incredibly resilient; that have been trying to trade their way through; innovative and just extremely agile in how they responded. Then you had other stores that actually performed really well so you had a huge mix within the business” - not surprising due to Mace’s mix of store profile types. “Like a lot of convenience stores in general, we did well as people stayed local and shopped local,” O’Connell adds. But while that’s the topline picture, the work that retailers did to implement safety measures from the beginning of the crisis was “incredible. I have to really admire and take my hat off to retailers alongside my colleagues in BWG, who responded really well with excellent guidance which was changing on a day-to-day basis. “We’re really proud of what Mace retailers did,” he continues, “because they got behind their business, protected it as quick as they

ShelfLife February 2021 | www.shelflife.ie

could and really gave shoppers the confidence that ‘I’m coming in to a safe, clean place to shop here’ and they could see that the retailer has done everything they can to make me safe while I’m here shopping.” Measures such as asking regular, local customers to wait outside the store to maintain a safe number of shoppers in-store would have been hard to even contemplate a year ago, O’Connell points out, so it has been “a huge learning curve for retailers and consumers” and he commends retailers on the innovative ways they’ve trained staff and adopted measures such as having staff to greet customers at the door.

Working from home Looking towards the future, “there’s no doubt that there will be more working from home,” he says. “Stores that are in retail parks, industrial areas or even city centre stores are definitely going to be affected long term but I do believe from speaking to people across industries, they see there is a huge benefit in people working together face-to-face, particularly when it comes to innovation and problem solving and I think a lot of the CEOs of the Irish multinationals and tech companies have been very vocal on that; they would like to see people back working face-to-face but that might take a bit of time.” Opportunities still exist of course for food-to-go in a work from home context. “People are working from home, but they still appreciate going to get a nice, fresh sandwich made for them, a tasty hot beverage. Irish consumers have had a good experience shopping from Mace in the past year where they’ve seen the service is excellent, I can get what I want at a reasonable price and I’m not causing food waste because I’m not having to buy tonnes of stuff and then throw it out. We call this experience our ‘stickiness agenda’ internally; if we can stick and hold on to this business that we’ve developed, we’ll do really well.” The business is also capitalising on the demand for the off-licence trade, ‘the big night in’ occasion and take-home snacks and treats. “I think when people come back to the office, it will be a slower transition,

it’s not going to be like a light switch where everything will return to the same as it was in February 2020. That’s going to take time.” Mace is certainly prepared on the foodservice front, O’Connell says, thanks to Orla Jordan, head of food and beverage innovation at BWG Foods, and her team of fresh food advisors (FFAs), who have “worked to bring a great level of consistency right across the stores,” with the right formula and recommended range in place. On this subject, the BWG Academy, a dedicated state-ofthe-art practical training facility at Dublin’s North City Business Park, has been another excellent tool in Mace’s arsenal, complete with a full retail kitchen set-up. Now, the fresh food advisors have recorded their new range extensions on video, so they can show the exact way to build new sandwiches and menu items in a consistent fashion and retailers can view all these resources on the group’s app.

Ambitious outlook Indeed, O’Connell’s optimism for the months ahead is palpable. “We have great pent-up demand for a refit following the events of 2020. We will definitely achieve a minimum of 15 refits done this year, because there’s such demand. Retailers want it, they’re ambitious and at the end of the day, we will all get motoring again hopefully once the vaccines reach a certain level and the pressure comes off, we’ve got to be positive.” Despite all the turmoil of recent months, Mace retailers’ ambition to be the best they can for customers is the one constant. “Obviously I was only new to Mace back in 2017 but the demand from retailers was there from the get-go. They could see that things were picking up in the market, that immediately fuelled very strong demand for the 2017 image and as quick as they could be done, we were doing them. It’s a great endorsement from BWG as well that they put so much money towards Mace and it showed confidence in the 2017 image and the brand plan. We’re very pleased with the performance and the retailers are likewise, so it’s been a winning formula since 2017.” n

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20 ADVISOR: Recruitment

Anyone can take centre stage! BARRY WHELAN managing director of Excel Recruitment

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Covid-19 has vastly accelerated the work-from-home revolution, and video calls and conferences are now an integral part of many employees’ working week. Here, Excel Recruitment’s Barry Whelan outlines how the technology can help ensure that every team member, even the most reticent to speak up in person, can have their say

airer and more democratic meetings are one more upside of remote working! The modern business landscape demands teams that are made up of diverse individuals with a large mix of personalities, demographics, ages, backgrounds and views as leadership looks towards the benefits of inclusion. We will only see more of this as time goes by. All recent surveys on the subject have shown that employees will look for a continuation of remote working or indeed agile working beyond the current Covid crisis. Employees will look to work from home anywhere from one to three days a week. Of course, some will want to be back in the office full-time and some not at all. So how can online meetings level the playing field for employees, specifically those who typically wouldn’t speak up during in-person meetings?

Following team video meetings, little leg work is needed to have breakout sessions with a few participants; it only requires a click of a button

Traditional meeting barriers It turns out that in traditional in-person meeting scenarios, the leadership team, as well as those presenting topics, are typically located at the front of the conference room. It is understood that these people have the ﬂoor, so to speak. We have all been in meetings where the senior team dictate to the room allowing very little oxygen for input or debate. Online meetings take these barriers away meaning that team members who are less conﬁdent or introverted in nature and feel reluctant to share their ideas or actively participate,

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now have more of an opportunity to do so. The opportunities for real participation are opened up.

Sharing ideas While conference calls or video meetings can have a team member leading or a designated host in presenter mode, it’s easier for someone else to swiftly take the ﬂoor and bring their ideas to the virtual table, giving more opportunities for meaningful discussion and idea sharing. What’s more, the joining together of various backgrounds and communication styles will be crucial for success in the hybrid workplace and particularly, in team meetings. The virtual setting is democratising meetings. These collaborative opportunities are invaluable to leadership where they are able to hear from all their team, not just the loudest.

Non-verbal communication Remote working means we are having to reinvent our communication style and not rely on non-verbal communication. It’s human nature for us to communicate or express ourselves in ways other than spoken or written word. This also plays a large role in business. Non-verbal communication is key for teamwork and while we can still pick up on a few non-verbal indicators, it’s more difﬁcult to correctly interpret these in a video format. Therefore, it’s even more important for teams to pay attention to body language that may be less obvious to see online than upfront. Video conferencing has been a champion during the pandemic and has implemented features, such as virtual hand raising or the ability to message the whole team or an

individual with a question; both options make sure a team member’s questions are getting heard, even if they aren’t speaking up. In a digitalﬁrst work setting, even leveraging the plethora of diverse emojis is a great way to communicate understanding, questions, excitement, or confusion. To enable effective hybrid work, companies from enterprises to small and medium-sized businesses need dynamic video conferencing solutions and technologies so teams don’t miss questions or a nuanced communication cue.

Breakout sessions Typically, after team meetings, companies rarely meet in smaller groups, and even when they do, it’s usually with day-to-day teams and doesn’t necessarily provide a chance to bring up questions or concerns about larger issues. Following video meetings, little leg work is needed to have breakout sessions; it only requires a click of a button. This is an underutilised channel that leaders should be incorporating into routine meetings, because these breakout rooms can be less stressful and intimidating for those who normally wouldn’t speak up in all-hands meetings. By making smaller touch bases more regular and seamless, ideas and concerns can actually be more widely discussed and passed up the ladder to the c-suite. Executives and HR teams are always looking at ways to make business practices more inclusive, from hiring to promotions; it’s time we make conversations democratised through hybrid meetings. This more open style of collaboration enables team members with different work styles, personality types, and communication preferences to have their voices heard equally. ■

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STORE PROFILE

Mace Black Bull is setting the standard The ﬁrst Mace store to be treated to the symbol group’s new design concept, Mace Black Bull is impressing customers with not just its vibrant new appearance, but a wide range that suits shoppers’ needs throughout the day, combined with ﬁrst-class customer service

he almost immediate response of their customers to the new design and ﬂow in Mace Black Bull is all the encouragement Jewel and Liga Akber needed to know that they have made the right call when deciding to invest in their latest acquisition. As well as looking stunning following a dialling up of the traditional Mace colour palette, the 3,300 sq ft store is out-performing in almost every category with Jewel reporting a huge uptake in fresh in particular. Fresh deli sales, for example, have all but exploded and the grab-and-go range of sandwiches are proving enormously popular. The store, which Jewel and Liga took over just more than a year ago, has recently undergone a major refurb and is now the ﬁrst Mace store to be treated to Mace’s new design concept. It is, as Jewel attests, truly resplendent.

Enhanced design The enhanced design includes changes in the off-licence section – reﬂecting the new legislation governing the physical separation

STORE PROFILE

Retailer: Jewel and Liga Akber Address: Mace Black Bull, Dublin Road, Drogheda, Co. Louth Staff: 16 Size: 3,300 sq ft Opening hours: Monday to Friday, 6.30am – 10.30pm; Saturday, 7am – 10.30pm; Sunday, 8am – 10pm

requirement – and an adaptable seating area while retaining (and enhancing) ﬁrm Mace favourites such as the For Food’s Sake deli and the Asian concession food offering, Peking, as well as Mace’s ice cream offering, Iscream. The new look décor is indicative of the shift convenience stores have been experiencing in recent years. The new ‘grab-and-go’ fridge for fresh, prepared-in-store sandwiches and wraps is proving extremely popular with customers and Mace Black Bull is also providing a range of made-in-store pastries and cakes, and Jewel’s

The Black Bull store showcases ﬁrm Mace favourites including the For Food’s Sake deli, Asian concession food offering, Peking, and ice cream offering, Iscream

ShelfLife February 2021 | www.shelﬂife.ie

Throughout the Covid-19 pandemic, local stores such as Mace Black Bull have allowed the community to safely access all they need, close to home

customers are especially delighted with the homemade touch. Jewel’s decision to embrace the new-look Mace design is a nod to the confidence in Mace’s brand strength in what is a very competitive industry. The development of Mace Black Bull represents a sizable investment and is also a sign of their unwavering commitment of service to the local community. “The new design and offering from Mace is a really exciting development in the convenience store space and we are really delighted with how things have been developing so far,” explains Jewel. “Our customers are delighted with the new look and flow to the store. The feedback has been overwhelmingly positive, which is reflected in the increases in sales that we have experienced.”

Ownership Jewel and Liga took ownership of the Black Bull site on 2 November 2019 adding to their three other Mace stores located in Drogheda and Louth. They immediately installed

Mace Black Bull has experienced a huge uptake in fresh sales

STORE PROFILE

their own team and went about building up consumer conﬁdence and loyalty in the local area. Their commitment to the community has been very evident throughout the Covid19 pandemic with a free delivery service for elderly and vulnerable customers one example of their sincerity. On taking over the site, Jewel and Liga made it a priority to build up the store’s reputation for excellent customer service and that effort has been rewarded through the Covid-19 crisis with their neighbourhood sales growing over the last number of months. What became evident very early on in the national lockdown is just how crucial a role stores like Mace Black Bull play in the community they serve. There was no panic as experienced in other countries. Shelves remained stocked and local stores such as Mace Black Bull allowed the community to access safely all they need, close to home. “We have a steady ﬂow of repeat customers and customers coming in to do their weekly shops,” Jewel says. “Our customer base has responded to the efforts we have made since taking over last year and have stayed loyal to us during the lockdown and restrictions we are living through.”

Transformation The transformation to Mace Black Bull is spectacular. The ambience exudes from every new fixture and the flow between the external and internal fit-out is seamless. In a general sense, the existing structure was maintained, but enhanced. New internally lit department signs have been introduced, all high, eye and buy level POS have been refreshed and rejuvenated. The off-licence has been truly transformed with new feature lighting and orange trough lighting denoting sections. An especially impressive feature is the Ringo Starr light that hangs from the ceiling and reflects the shape of a bottle. In an innovative design feature, spirits are in open flow presentation and while retaining crucial functionality, the separated off-licence space is wonderfully welcoming.

Customers can ﬁnd a broad selection of tasty and nutritious options for breakfast, lunch and dinner in-store

The off-licence has been transformed with new feature lighting and orange trough lighting denoting sections

“Our customers are really delighted with the changes to the ﬂow of the store and, in particular, the off-licence section,” Jewel adds. “They can spend some time browsing and making their choice of what to purchase. It’s really a transformed space.” Of course, what has been crucial to the success of Mace Black Bull is the team assembled to run the store. Headed by Craig Swift (store manager), Aivars Dzenis (assistant manager), Elaine Brennan (supervisor) and Jasmine Kerr (deli manager) the team of 12 staff (16 in total) is one trained up in Jewel’s and Liga’s other Mace stores and transposed into Mace Black Bull. “When we took over we wanted a fresh start and brought in a whole new team. The community have responded to the fresh slate and we have built up a loyal customer base as a result.”

wall décor and even the light have all been revamped and once the Covid-19 pandemic is behind us, Mace Black Bull is set up to cater to time-of-day diners. “During the day we will have a coffee-shop vibe going for people to come in and enjoy eating a breakfast, lunch or even enjoy a cup of coffee,” explains Jewel. “Then, in the evening we are set up for restaurant diners with our Peking concession.” Here, Mace Black Bull offers customers a new culinary experience. Peking boasts a wide variety of food menu options from stir-fry to noodles and fried rice dishes and creates a unique customer experience with the dish cooked to order in approximately two minutes. The revamp of Mace Black Bull has not been without its challenges, especially given the tumultuous times we are living in, but Jewel and Liga Akber are delighted with their new-look Mace store and are conﬁdent for the future with plans for a big relaunch party for the local community once restrictions are lifted. ■

Seating area The ace in the hole, Jewel believes, is the new seating area. The colours, type of seats,

Customers have been delighted with the homemade touch presented by a tempting range of made-in-store pastries and cakes

Throughout the store, new internally lit department signs have been introduced, and all high, eye and buy level POS materials have been refreshed and rejuvenated

www.shelﬂife.ie | ShelfLife February 2021

24 FEATURE

Bringing convenience online

Online shopping has been a veritable saviour for many during the pandemic helping people avoid shops while the virus was at critical levels. Most of the larger retailers already have well established online businesses. Introducing online shopping in the convenience channel was much slower to emerge but the pandemic changed all that as demand for this service ramped up overnight. Fionnuala Carolan speaks to some convenience retailers who are pioneering this practice

ow many of us have lain on our couch on a wet evening and wished you could get someone to deliver a packet of Hobnobs and some milk? It was never an option until very recently when convenience stores around the country were plunged into pandemic life and looking for ways to service their customers safely. The likes of Deliveroo, Uber Eats and Just Eat, more commonly known to deliver takeaways were suddenly being commissioned to deliver teabags and bread. How has it suddenly become commercially viable to use these platforms you may ask. Well, it’s really more to do with the fact that these platforms didn’t exist before or hadn’t evolved enough to include convenience shopping. According to one of the retailers we spoke to for this article: “After a year of lockdowns customer shopping habits have started to change and online shopping has become the new normal.”

Raj Kodali of Herlihy’s Centra, Patrick Street, Cork When did you ﬁrst trial online shopping in your store? In 2019 we introduced Deliveroo to our store. We were the ﬁrst Centra store in Ireland to be on Deliveroo and no one knew whether or not it would work. Over the last year and a half, it has gone from strength to strength and now it accounts for nearly 10% of the total store sales. We were already established on Deliveroo by the time Covid hit so we were in a good place to help provide this extra service for our customers. How did you decide to use Deliveroo for online shopping? We decided to introduce Deliveroo for a few reasons. I was inspired by a ShelfLife article I read years ago and I started looking for ideas to take back home with me whenever

ShelfLife February 2021 | www.shelﬂife.ie

How does online work for convenience? Customers in cities and larger towns can now order groceries directly from their local store through the likes of Deliveroo and Just Eat and it is something that works well in heavily populated areas. It allows customers to shop safely and conveniently without leaving the house. With Deliveroo for example, once a customer downloads the app, puts in their address and clicks on the grocery category, they can scroll to find their local participating stores. When they click on a store they will see what products are available for delivery. With Deliveroo, goods will be ready to be delivered in as little as 30 minutes and delivery is free on orders over €25. Otherwise it can cost between €2 - €3. All home deliveries are contactless meaning that the I travelled. After spending some time in the UK and Europe, I learned that Deliveroo was the biggest and most popular food ordering app around. Online fast food ordering is very popular but I felt that there was a hole in the market when it came to deli offerings, something that I knew we have always excelled at. Also our sales have always been badly affected by adverse weather and we were looking at ways to plug that gap. Do you think you will keep up the online shopping facility after the pandemic? Definitely. 1.6m people now across Ireland now use some form of online food delivery. It is a great way to reach customers that we might not have reached before. What are the most popular products ordered online from your shop? Our hot chicken fillet roll and a breakfast roll will always be our top sellers but at the weekend our City Slice Pizza and wine sales really take off.

delivery driver will drop the goods at the door, ring the bell and then leave straightaway keeping interactions to a minimum. Customers can also order alcohol through this medium but are required to show identification to the delivery person, which then requires some interaction at the door. Uber Eats said orders for grocery delivery on its platform jumped 59% across Europe last March compared with February as countries locked down to fight the coronavirus. European general manager Stephane Ficaja said Uber Eats’ store sign-up rate had doubled in March as convenience outlets looked for new channels to serve customers advised to stay at home to slow the spread of the virus. We spoke to a few convenience store managers who have introduced online delivery service in their stores to see how it is working out. What is the average spend from most customers through Deliveroo? Is there a minimum spend? We have no minimum spend so our customers can spend as little as they need or as much as they want. The average spend of our customers is €15. What are your thoughts on the future of online shopping in convenience? We are feeling optimistic about the future. 2020 was an exceptionally hard year for everyone including those of us in retail. Multiple lockdowns meant that we had to find new ways of doing business, one of these being to reach our customers in their own homes and still deliver our own brand of service excellence. Online grocery shopping has been available to customers for years but online convenience shopping is still relatively new, the sky is the limit. We are only starting to scratch the surface of what this medium can do for our business.

FEATURE Imran Ishfaq, general manager, Londis, Lower O’Connell Street, Dublin 1 Do you have an online delivery service in this store? We use third party services for our online business; Deliveroo, Just Eat and Flipdish. It has been great throughout the pandemic. This has increased sales by an extra 12 to 15%. We only have to pay commission on sales and they deliver our products

Is this something you think you will continue with? Most deﬁnitely. People are more comfortable with ordering online and the third party businesses make it very accessible for small stores to have an online presence.

Joseph Conway, XL Kilberry, Co. Meath

delivery service going after Covid. I think it is part of our service now and it is here to stay. We’re going the extra mile for our customers where we can.

Do you have an online presence? No but we have a delivery service in place now. How did you manage deliveries through Covid? I actually set up a Covid response group that had 30 volunteers delivering, who were busy every day at the start and they were even picking up subscriptions for people. And then we had a call-in and collect or call-in and deliver, whichever people needed. We would absolutely keep the

QUICK QUESTIONS WITH

Would you consider adopting an online service, despite not being in a built-up area? We have considered investing in an online shopping platform where we would have our own website and mobile app. I am hoping to discuss this with our business development manager from XL Ireland as I believe that they have launched an XL Shopping App. I think that it is inevitable that local community shops like ours will all have an online shopping platform sooner rather than later.

6. Worst ad on telly? Any of those short-term loan ads that swamp UK TV channels.

2. Favourite movie? I can only choose from Frozen or Frozen 2 right now, thanks to my three year old, but I do seriously love the strong feminist messages in those movies. 3. Top book recommendation? Girl, Woman, Other by Bernadine Evaristo. It should be on the school curriculum and I wish every person would read it.

Will you continue to pursue online shopping going forward? We will deﬁnitely continue to use online shopping after the pandemic. The volume of orders we receive now will decrease as the country starts to open up again but after a year of lockdowns, customer shopping habits have started to change and online shopping has become the new normal. What are the most popular products? Our most popular online products are the same as our popular in-store purchases, hot chicken ﬁllet rolls and breakfast rolls. Hot food such as sausage rolls and jambons has become very popular also. What is your average customer online spend? We have no minimum spend and our average customer spend is €15. ■

managing director, Harris Public Relations Limited

5. Best ad on telly? Barry’s Tea. They’ve been doing great ads for TV and radio for years!

1. Best place for coffee? At home! We have a Siemens Bean to Cup machine.

How did you launch online shopping in your store? The decision to use Deliveroo was made before I became store manager but it was picked because it is the most popular and most reliable platform around. We were lucky to already be established on Deliveroo before the pandemic hit as it meant that we had an existing customer base and also we weren’t scrambling to get set up as fast as possible. We had a system in place to manage orders and all our staff were trained on this system, managing the increased volume was the only challenge. We overhauled our Deliveroo menu at the start of lockdown and added daily essentials such as milk and bread and it has gone from strength to strength. A quarter of all items in the shop are now included in the Deliveroo menu. Every week, the store receives up to 500 orders through Deliveroo. At the moment, it’s €4,500 - €5,000 per week. It was only approx. €450 a week last year.

SONIA HARRIS POPE 4. Which social media platform do you use most? I want to say Twitter, but it’s Instagram.

Sonia Harris Pope

Rebecca Murphy, Herlihy’s Centra, Grand Parade, Cork

to our valuable customers. What are your most popular products that people request online? We have seen huge demand in our off-licence and also in our food departments, Chopped, Subway and our own brand Boomerang Donuts.

7. Favourite grocery shop? The Green Grocer in Stoneybatter. I get all my other treats from StuffUNeed.ie. 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? Come Dine with Me is one of my favourite programmes. I would serve gambas and crab claws al ajillo with homemade dough balls, Light Summer Fish Stew with Rouille served with homemade challah bread and chocolate bundt cake with salted caramel glaze. I would give guests a little going home gift of giant chocolate chip, salted cookies and a chocolate ganache cupcake to share at home with a cup

of tea. I seriously can’t wait to entertain again. 9. First thing you would do if you were Taoiseach? End direct provision and make affordable food options available to every family. 10. If you had to live in another country, where would you choose? Spain. How I long for Madrid, Barcelona and the gorgeous Spanish campsite we go to every year! 11. Greatest achievement to date? Setting up a business in the middle of a recession 12 years ago and growing it, while having a family. 12. Best website? Dominos.ie – I don’t cook every day!

16. City or beach break? City (though I love a good beach!). 17. Top restaurant recommendation? Chapter One for ﬁne dining and Grano in Stoneybatter for everything else. 18. Pop or rock? Pop. 19. Favourite time of the day? Dinner time. I love the wind down, when we all chat and catch up. Everyone is relaxed and it’s a fun time. I’m more of a night owl so it’s the start of my high energy time! 20. What’s the last compliment you received? My Dad telling me he loved my ‘Jewish Penicillin’ chicken soup.

13. Most annoying public ﬁgure? Donald Trump – no explanation needed. 14. Best piece of advice you ever received? Get the right people for the right job and trust them to do it. 15. Biggest fear? Covid-19.

Sonia Harris Pope is MD at Harris PR, a consumer and lifestyle agency specialising in food, beverage, baby and beauty. See www.harrispr.ie or follow @SoniaHarrisPR on Twitter, Instagram and Facebook. ■ www.shelﬂife.ie | ShelfLife February 2021

26 CATEGORY FOCUS Protein Products

Protein Products Easter

Frozen Foods

Protein power

ven throughout the uncertainty of the last 12 months, fitness, wellness, and self-optimisation trends have been more pervasive than ever. Thanks to the impact of fitness influencers on social media and the growing popularity of home workouts, many of us have been reaching for protein-enriched products such as sports protein bars and sports protein powder to enhance our exercise experience. That’s not to say that maintaining fitness throughout Covid-19 hasn’t been challenging. With our calendars out of whack, gyms and sports facilities closed,

and many feeling unmotivated without a looming sun-holiday on the horizon, when it comes to keeping fit, many of us will take all the help we can get right now. Enter sports nutrition and protein products. Designed specifically to help enhance performance in sport and fitness, sales of these products have been rising steadily in recent years, reflecting the market’s evolution from a niche area to a mainstream and highly lucrative business. Meanwhile, protein is a key part of any diet and is perceived highly positively by younger consumers in particular, which

Commitment to premium As the world’s number one selling protein powder brand, Optimum Nutrition has set the gold standard in sports nutrition over the years, helping millions of people in over 90 countries achieve their ﬁtness goals. While Optimum Nutrition’s look has evolved over time, it promises that one thing will never change its commitment to premium, highquality ingredients for developing some of the world’s best sports nutrition products. Healthy snacking is a huge part of the food market and current trends show consumers expect more from their snacks with protein being a key call out. The protein bar category is fuelled by ﬂavour extensions, but Optimum Nutrition’s consumers demand variety through format and texture. To accelerate the category, it now has a uniformed bars portfolio. The brand’s eye tracking study has proven that its new packs have double standout at shelf versus old packs.

ShelfLife February 2021 | www.shelﬂife.ie

Gold Standard Plant protein delivers 100% plant protein to repair and maintain muscle ﬁbres without sacriﬁcing macro nutrients

Additionally, with over 50% of adult consumers preferring milk chocolate to dark, the company says all its new On Protein bars will have a milk chocolate coating. The Fruit and Nut Bar is a brand-new ﬂavour, with enhanced inclusions, commitment to premium and different textures to rival confectionary products for the next level of protein bars: • Crunchy with roasted peanuts • Fruity with whole raisins • Crispy with a milk chocolate coating As trends towards vegan, plantbased and ﬂexitarian lifestyles

Many of us have found a new appreciation for health and fitness during lockdown. Whether that’s translated into rediscovering the joys of running, or pushing your fitness forward with home workouts, one thing’s for certain - in challenging times, maintaining health and fitness is paramount. With that in mind, this month Julia O’Reilly looks into the top offerings from brands that tie in perfectly with the latest trends in the protein and sports nutrition category in turn has caused a wide range of products and segments to promote their protein content, such as pre-packed meats, bread and even snacks and treats like ice cream. While the onslaught of Covid19 caused some disruption in the demand for sports nutrition in 2020, before the pandemic struck, the category was growing impressively due to the increased interest in ﬁtness and wellness among Irish consumers. One report from Euromonitor Ireland found that more consumers are seeking to tone their bodies and achieve a more athletic

appearance. The robust category soon saw a hasty rebound, however; the report adds that as lockdown measures eased in the summer, demand for sports nutrition enjoyed a welcome recovery. The importance of following a healthy lifestyle and diet have been well covered during the ongoing health crisis, according to Euromonitor Ireland research. Indeed, it said it expects the mounting consumer focus on preventative health to signiﬁcantly beneﬁt food and beverages within the health and wellness category going forward.

continue to grow, so does the demand from consumers when it comes to choosing which protein powders they consume. With 100% vegan ingredients, and carrying the Vegan Society Approval**, Gold Standard Plant protein delivers 100% plant protein to repair and maintain muscle fibres without sacrificing macro nutrients. Gold Standard Plant is high in protein with 24g per serve; contains a complete amino acid profile and is free from artificial colours and flavourings. Now in a 100%

recyclable biopolymer tub**, making it not just recyclable but carbon negative, it is furthering the message of sustainability that is a close consideration of those switching to or maintaining a plant-based lifestyle. The Glanbia-owned company’s Gold Standard Plant protein is available in two ﬂavours: chocolate and vanilla. *(Source: Euromonitor International Limited; Consumer Health 2020 edition, Sports Protein Powder category, % retail value shares, 2019 data) **(Source: New packaging available from March 2021)

DISCOVER SNACKING

WITH OUR NEW PROTEIN BAR THAT INCLUDES REAL FRUIT AND NUTS

ALSO NEW IN THE ON SNACKING RANGE

28 CATEGORY FOCUS Protein Products

Protein Products Easter

Frozen Foods

Energy boost

Kind Protein delivers 12g of protein from plants; 8g from peanuts; and 4g from soy crisps

One of a Kind While consumer behaviour has changed as a result of the Covid19 pandemic, growth in the protein category remains strong and the trend is set to continue into 2021 and beyond. Kind launched its protein range in May 2019, coming to the market with three flavours. Just 18 months on, it is growing at 200% year-on-year (Y0Y) and is currently growing ahead of the category. Health has become a priority for consumers with 80% saying that they will be making healthier food choices as a result of the pandemic and 66% stating that they are actively looking for products with more protein. The Kind Protein range fulfils these consumer needs, delivering 12g of protein from plants; 8g from peanuts; and 4g from soy crisps. The first ingredient in all Kind bars is a food that the World Health Organisation classified as ‘nutritionally dense’ – peanuts. In Kind Protein, peanuts are the hero ingredient, delivering a protein boost from plants, not powders. Kind Protein is currently available as a single pack in three great flavours: Toasted Caramel Nut, Crunchy Peanut Butter and Dark Chocolate Nut, with a multipack set to launch later in the year.

In Ireland, the Red Bull Energy Drink 250ml continues to be the number one energy SKU in the market*. Available in over 170 countries worldwide, more than 6.7 billion cans of Red Bull were consumed in the last year alone. According to the company, Red Bull with the taste of Watermelon is its most successful ﬂavoured energy drink, while Red Bull Sugar Free and Red Bull Zero are just some of the Red Bull products available to Irish consumers. Founded in 1987, Red Bull established the energy drinks product category, promising to vitalise body and mind. It is appreciated worldwide by top athletes, students and in highly demanding professions, as well as during long drives.

Reign Total Body Fuel contains natural caffeine, derived from green coffee beans, to provide you with sustained energy Red Bull athlete and Irish surfer Conor Maguire

Giving wings to people and ideas, Red Bull is the ofﬁcial energy drinks partner to Connacht Rugby, also supporting Irish athletes Thomas Barr, Conor Maguire, Greg Callaghan and Conor Shanahan. An exciting year ahead, 2021 will see the launch of a unique new ﬂavour edition as well as more iconic Red Bull experiences for consumers to enjoy. For all the latest updates, check out www.redbull.ie or @redbullire. *(Source: Nielsen ROI to 52w.e. 27 Dec 2020)

Red Bull is appreciated worldwide by top athletes, students and in highly demanding professions

ShelfLife February 2021 | www.shelﬂife.ie

Workout buddy

Engineered to fuel the toughest workouts, Reign Total Body Fuel says it offers the only performance energy drink on the market that incorporates natural caffeine, zero sugar, zero calories, BCAAs, l-arginine and B vitamins. Reign Total Body Fuel comes in four different flavours: Melon Mania, Razzle Berry, Lemon HDZ and Sour Apple. Reign delivers: • Caffeine - Best consumed before your workout, Reign Total Body Fuel contains natural caffeine, derived from green coffee beans, to provide you with sustained energy to perform at your peak throughout your workout. • Zero Sugar + Zero Calories - Stay on track of your fitness goals with Reign Total Body Fuel. It offers all the benefits of a performance energy drink, with zero sugar and zero calories. • BCAAs - Each can of Reign 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.

Super fuel Monster Energy’s HydroSport is the ultimate energy drink for sport, giving players the fuel they need to play hard. Whether you want to get stuck in on the field, at the track, or on the court, HydroSport will help energise, refuel and recover. HydroSport contains 200mg of natural caffeine, electrolytes, BCAAs with zero sugar and zero calories. Non-carbonated, it is the perfect drink to grab and guzzle before the big game or at half time. HydroSport comes in three great tasting flavours, lemon and lime (‘Striker’), dragonfruit (‘Hang Time’) and tropical (‘Charge’). It offers the following benefits: • Energy - HydroSport offers a serious caffeine kick, with 200mg of natural caffeine per 650ml bottle, it gives you the energy you need to give it your all on the field. Plus, with zero sugar and zero calories, you have all the benefits of a performance energy drink but built for sport. • Advanced hydration - It’s half time and you’ve been sweating and grafting. HydroSport will help you hydrate when you need it the most. Electrolytes are critical for rapid and sustained hydration and help maintain peak physical performance and electrolytes lost in sweat. • Recovery - After working to your limit, BCAAs (Branched Chain Amino Acids), along with magnesium, vitamins B3 and B6 may help to reduce tiredness and fatigue.

Monster Energy’s HydroSport comes in three great-tasting ﬂavours: Striker, Hang Time, and Charge

WIIINGS FOR EVERY TASTE.

30 CATEGORY FOCUS Protein Products

Protein Products Easter

Frozen Foods

Packing a punch Lucozade Sport is the original and number one sports drink in Ireland holding 61.8% of the ‘drink now’ sports category.* As the official hydration partner to Irish rugby, Lucozade Sport is supporting a heavyweight TV and video on demand (VOD) campaign for the Six Nations across February and into March, which will be underpinned by a high reach social campaign. In a significant move for the brand, celebrating its partnership with heavyweight boxing champion Anthony Joshua, Lucozade Sport has launched an Irish-specific Anthony Joshua Fruit Punch 750ml, inspired by the unstoppable determination of the world boxing heavyweight champion. A great tasting apple and raspberry flavour, Fruit Punch provides the same B vitamins, carbohydrates, and electrolytes as the current range to enhance hydration and help maintain performance during endurance exercise.

Chocolate Caramel is the third Fulﬁl ﬂavour within the ‘soft chew’ confectionery taste state

The Fulﬁl Salted Caramel ﬂavour boasts 20g of protein, low sugar and nine vitamins

Fulfilling flavour Fulfil Nutrition, like many other impulse brands, had a challenging year with Covid-19. But as the trend towards healthy snacking continues to grow, shoppers are trading up to treat themselves with ‘better for you’ branded snacks. Fulfil Nutrition remains Ireland’s number one healthy bar of choice with 55% value share* and continues to raise the bar in innovation, adding a tenth bar to the range in 2020 with the new Chocolate Deluxe flavour. As innovation remains at the heart of Fulfil, the brand is on course to bring exciting new flavours to market in 2021 with the release of Chocolate Caramel in April 2021. Chocolate Caramel is the third Fulfil flavour within the ‘soft chew’ confectionery taste state. Fulfil identified the limited choice within this taste state and therefore developed a

unique flavour combination that will sit alongside best-selling and consumer favourite Salted Caramel, delivering the same great taste and benefits of 20g protein, low sugar and nine vitamins. To keep up to date on all the brand’s latest news, follow Fulfil on Instagram @fulfil_nutrition & Twitter @fulfil. *(Source: Nielsen Healthy Bar Singles <90g Value share to 52w.e 1 November 2020)

and, as a result, is now the fastest growing energy drink in the UK*. As the pioneer of a new subcategory of functional energy drinks, the 2021 Irish Nocco range features four flavours - Ice Soda, Limon Del Sol, Caribbean, and Tropical - all of which provide benefits in support of an active, healthy lifestyle. Nocco is part of a healthier energy drink revolution, and as a brand which promotes a mentality of determination and ambition, it is encouraging its consumers to be the best version of themselves. In the coming months and years, Nocco anticipates the rise of conscious-drinkers, who are greatly influenced by how a brand might impact their health and wellbeing. That’s why Nocco says it is excited to continue to expand across Ireland throughout 2021 and to grow its customer network. For more information, contact your local sales representative or ring the customer service team on 1890989486 or email cs.orders@primeline.ie. *(Source: AC Nielsen GB Total Coverage Latest 52 Weeks w/e 16 January 2020)

Energy drink revolution Nocco is a functional energy drink created by the Swedishdeveloped No Carbs Company. Since it launched in 2018 in gyms, the brand has continued to expand throughout sport and ﬁtness, retail, and convenience. With an aim to capitalise on the demand for great tasting, on-thego sports nutrition products, Nocco is a market leader in the performance energy category

Nocco is a market leader in the performance energy category

Great tasting apple and raspberry ﬂavour Fruit Punch contains B vitamins, carbohydrates, and electrolytes to enhance hydration and help maintain performance

Lucozade Sport will invest in a massive campaign in 2021, including a full POS suite, branded coolers, social activation, VOD, and out-of-home (OOH) to support the pack and celebrate its association with AJ. Lucozade Sport Fruit Punch is available now, visit your local cash and carry or talk to your Lucozade representative for more information. *(Source: One Shot Sports Drinks, Total Scantrack RoI, value in Euro, latest 4 weeks, week ending 27/12/20)

ShelfLife February 2021 | www.shelﬂife.ie

The 2021 Irish Nocco range features four ﬂavours - Ice Soda, Limon Del Sol, Caribbean, and Tropical

COMING

SOON

*Source: Total MAT ROI Scantrack Single Bars to 1st Nov 2020 Healthy Bars includes Protein, Cereal and Granola

CATEGORY FOCUS Protein Products

Protein Products Easter

Frozen Foods

Green goodness Green Farm is a tasty, cooked meat choice that is always 100% natural. The range of chicken, turkey and beef is naturally high in protein so provides a nourishing addition to any sandwich, salad, stir fry or snack. Green Farm has a rich heritage

of keeping the health and wellbeing of the consumer as a key focus. A marked milestone on this journey was the removal of artiﬁcial ﬂavours and preservatives from all Green Farm products in 2011. Since then, the brand has consistently delivered innovation in chicken, turkey and beef products, supported by

recipe inspiration, to make eating well easy for the consumer. The award-winning Green Farm range offers consumers greattasting nutritious protein in a format to suit any occasion. The chicken, turkey and beef slices are a perfect ﬁller for a wholesome sandwich while the chicken and turkey pieces are the ideal lean

choice for a tasty salad or stir-fry. The latest development in the Green Farm brand is the launch of a snacking range. This range of 100% natural, Protein Powered Chicken Bites helps consumers to snack smart with 23g of protein per pack. Each pack contains a handy skewer making it an ideal on-the-go snacking option.

The Green Farm range is 100% natural and its Protein Powered Chicken Bites help consumers to snack smart with 23g of protein per pack

FOOD FOCUS

BWG Foods joins world’s ﬁrst national sustainability programme BWG Foods has joined the world’s ﬁrst national sustainability programme, Origin Green. The business has worked closely with Bord Bia’s Origin Green team to develop a sophisticated and comprehensive sustainability strategy that includes measurable targets around initiatives that will contribute positively to the environment, and to the local communities in which BWG and its retailers operate. BWG Foods has carried out a range of initiatives to reduce its environmental impact, including transitioning to renewable energy sources, lowering carbon emissions, reducing waste output and adopting more sustainable sourcing methods within its supply chain.

FDI highlights tariff and costs impact of Rules of Origin on the Irish bakery sector

Industry calls for a derogation for the Irish bakery sector to avoid tariffs

Ibec group Food Drink Ireland (FDI) has expressed concern about the impact of Rules of Origin in the EU-UK Trade and Cooperation Agreement (TCA) on the Irish bakery sector, which it says will result in tariffs being applied to ﬂour imports and increased costs for the sector. FDI has subsequently called for a derogation for the Irish bakery sector in order to avoid these tariffs. “Under the Rules of Origin in the TCA, there is a requirement that the wheat used should be of UK or EU origin, with a maximum tolerance of 15% for grain from other countries such as Canada or USA,” said FDI director Paul Kelly. “If the wheat used to make ﬂour is more than 15% of third country origin, the full tariff of €172 per tonne becomes payable,” he added.

A tasty treat and a helping hand!

BWG Foods has become the ﬁrst FMCG company in Ireland to launch a ﬂeet of new CNG and biogas vehicles

ShelfLife February 2021 | www.shelﬂife.ie

Aldi has added two tasty new cakes to its Core Food range, with each cake boasting a 25c on-pack donation to Barnardos. • Cappuccino Caramel Cake €2.99 – Handcrafted coffee cake flavoured with real coffee, generously hand-piped with a coffee and caramel buttercream filling and topping. Lastly it is sprinkled with crunchy milk chocolate honeycomb pieces. • Chocolate Fudge Cake €2.99 – Handcrafted fudgy and decadent chocolate cake, filled and topped with a rich chocolate buttercream, sprinkled with white and milk chocolate curls. Baked by O’Hara’s of Foxford, Co. Mayo, the treats are on sale in all 145 Aldi stores nationwide now.

Aldi recently announced a two-year partnership to raise €1m for Barnardos

H PR IG OTH I EI N N

ATE E GR AST T

PROTEIN POWERED

23 G

PROTEI N PER PAC K

Protein Products Easter

Frozen Foods

34 CATEGORY FOCUS Easter

Sales springing up! Following strenuous lockdowns, there is more excitement than ever surrounding seasonal occasions such as Easter. Stocking up during the early season remains key, with research demonstrating that 80% of shoppers who buy in the early season will return to buy again. Here, Gillian Hamill outlines the brands and formats set to drive growth during Easter 2021 This Easter, make yours personal

he Lindt Gold Bunny is back this spring, available now in stores nationwide. Delivering over €900k in sales*, Lindt Gold Bunny continues to dominate the novelties category as the clear market leader in Easter hollow figures in Ireland. Made by the Lindt master chocolatiers from the finest Lindt chocolate, wrapped in exquisite gold foil packaging and finished with the iconic red ribbon and ringing bell, Lindt Gold Bunny is guaranteed to bring a smile to the faces of your shoppers and their loved ones. This spring season, retailers can expect to see a heavyweight support plan behind the Lindt Gold Bunny brand. The ‘Make Yours Personal’ campaign returns bigger and better than ever, allowing customers to choose from four different ribbon messages at point of purchase for their very own Lindt Gold Bunny. Shoppers can choose between “Happy Easter”, “I Love You”, “You Found Me” and “Just For You”. There truly is a Lindt Gold

This year, shoppers can choose from four different ribbon messages at the point of purchase for their Lindt Gold Bunny

Bunny for everyone, making it the perfect gift for your customers’ loved ones this Easter. Lindt Gold Bunny comes in a variety of different sizes, formats and ﬂavours, available across all retailers nationwide. Make sure to bring the magic of Easter to your customers this spring with Lindt

Gold Bunny. The Lindt Easter Egg range is also back on shelves with a new brand refresh. Bold and vibrant packaging creates a visually impactful and coherent range on-shelf. No Lindt Easter Egg range is complete without the new Lindor Assorted and Lindor Salted Caramel Easter Egg. Following on from the phenomenal success of the Lindor Salted Caramel Box launch in 2020, the brand’s most popular ﬂavour is now available as an Easter Egg. The Lindt Easter Egg range continues to be a key sales driver for retailers at springtime; a must-stock 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 Irish market. €1 in every €6 spent on a box of chocolates in Ireland is spent on a Lindor box.** With a wide range of ﬂavours and formats, Lindt Lindor’s success comes not only from the much-loved classic Lindor milk recipe but also through the company’s continual innovations to the market that are guaranteed

to excite and delight your shoppers. This spring, shoppers can experience bliss with new Lindt Lindor Salted Caramel. The Lindt master chocolatiers combine expertise and the ﬁnest ingredients to produce the perfectly round milk chocolate shell with salt crystals ﬁlled with an irresistibly smooth melting caramel centre. Also returning this month is the limited edition

The Lindt Lindor Heart Box 160g makes an ideal Valentine’s Day gift

Lindor Heart Box 160g – the same smooth melting Lindor in a seasonal heart box, making it a perfect gift for Valentine’s Day. Supported by a strong national campaign, Lindt Lindor TV advertising will return to screens this spring with increased support and activity both in and out of store. Lindt Lindor 200g retails at €6.99 and the Lindor Heart Box 160g retails at €7.49. *(Source: Nielsen, Total Scantrack ROI + Discounters Data to 27 December 2020) **Source : Nielsen Scantrack to 19 April 2020 at MAT / Easter Period = 16 weeks to 12 April 2020 versus 17 weeks 21 April 2019)

The Lindt Easter Egg range is a key sales driver for retailers at springtime

ShelfLife February 2021 | www.shelﬂife.ie

Protein Products Easter

Frozen Foods

36 CATEGORY FOCUS Easter

Cracking 2021 Easter line-up Easter is the second largest confectionery season* after Christmas, and Mondelez International is proud to be the number one* manufacturer during this egg-citing time. This year sees Mondelez International unveil its full range of egg-citing Easter confectionery to help retailers capitalise on the 2021 season with shoppers’ favourite trusted brands. Mondelez is bringing a muchloved character to life in 2021 through an exciting partnership for the Easter season. The Cadbury Peter Rabbit novelties range will see Beatrix Potter’s iconic bunny appearing across small and medium shell eggs, Cadbury Dairy Milk tablets and a range of seasonal launches, with the partnership supported through eye-catching POS material.

After Mothers’ Day and up until Easter weekend itself, is when the majority of Easter confectionery spending occurs. Cadbury is tapping into the joy of the traditional Easter Egg hunt through a campaign based around its iconic Cadbury purple egg, encouraging consumers to “Show you care…hide it!”. This campaign is expected to reach around 74% of all adults during the Easter season through TV and video on demand, outof-home and digital PR, in-store activations and experiential marketing. This will be followed up with a new digital activation, which will enable consumers to hide an egg virtually for someone they love anywhere in the world. Shell eggs are key in the run-up to the Easter weekend, remaining hugely important to shoppers. For 2021, Mondelez is also calling upon the power of its wellloved brands to launch a range of new products within shell eggs, including the Cadbury Fruit & Nut shell egg and Cadbury White Oreo shell egg. *(Source: Nielsen Total Scantrack ROI (excluding Dunnes and discounters), value sales, 16 w/e 12 April 2020)

Delectable gifts

Hopping onto shelves this Easter is a new offering from Cadbury featuring the soft toy character of Peter Rabbit alongside a small Cadbury Dairy Milk shell egg

Cadbury Dairy Milk Plush Toys will return with a new look aligned with the Beatrix Potter partnership, featuring the soft toy character of Peter Rabbit alongside a small Cadbury Dairy Milk shell egg. Toys are one of the biggest gifting categories at Easter and so the partnership offers a real opportunity to cater for shoppers looking for highvalue gifts. Cadbury Dairy Milk Bunny will also feature Beatrix Potter imagery on-pack, with Orange Mousse and Vanilla Mousse variants also available in the new look. Beatrix Potter’s Peter Rabbit will also appear on-pack on the Cadbury Hollows range, appealing to shoppers wanting a differentiated offering. The White Oreo Hollow Bunny brings two powerful brands from the Mondelez portfolio together, Oreo and Cadbury, while tapping into the growth seen by white chocolate.

ShelfLife February 2021 | www.shelﬂife.ie

Lily O’Brien’s Easter eggs are sure to make perfect gifts this Easter and provide shoppers with the ideal gifts to show how much they care. This year, chocolate lovers can choose from a selection of handcrafted Easter eggs made using the brand’s famous and much-loved signature recipes. The Lily O’Brien’s Desserts Collection Egg (RRP €15) is the perfect gifting choice this Easter. This luxurious handcrafted milk chocolate egg is complemented with a selection of delicious

Lily O’Brien’s Honeycomb Flame Wrap Egg ﬂame is beautifully wrapped with great standout on-shelf

Biggest brands bounce forwards

Lily O’Brien’s Desserts Collection Egg offers a feast for the senses this Easter

chocolates from the Lily O Brien’s top selling Desserts collection. Each Desserts egg generously 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. Lily O’Brien’s Honeycomb Flame Wrap Egg (€12.99) is an egg with a difference. Each milk chocolate egg contains honeycomb pieces throughout the egg and there are also four delicious signature recipe crispy heart chocolates included within the egg. This ﬂame wrapped egg with its honeycomb crunch, beautifully wrapped and tied with a bow, has great standout on-shelf and will appeal to the shopper looking for something a little different and special for Easter this year. New for Easter this year, is the Lily O’Brien’s Luxury Easter Egg Gift bag (RRP €25).Sure to impress, this stylish and sophisticated gift contains a hand crafted milk chocolate egg, the beautifully gift wrapped Ultimate Chocolate Collection box 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. Lily O’Brien’s range is available in stores nationwide and the full range can be viewed at www.lilyobriens.ie.

Lily O’Brien’s Luxury Easter Egg Gift bag makes an elegant present to spoil someone special

After a 2020 season hit by shopping restrictions and lockdown measures, Nestlé Confectionery aims to help retailers bounce back by bringing its biggest brands such as KitKat, Aero, Smarties and Quality Street to the season’s best-selling formats to create a winning spring 2021 range. What’s more, all of the Easter range from Nestlé Confectionery contains no artificial colours, flavours or preservatives. Retailers need an early start to capitalise on mini eggs sales which are popular throughout the full season and attract repeat purchases right up until Easter Sunday. Headlining the mini eggs range for Nestlé is the popular KitKat Bunny first launched in 2020. With an original take on the classic KitKat flavours, the bunnies have a rich chocolatey centre filled with crispy wafer pieces, all encased in a smooth milk chocolate bunny shaped shell. They are vegetarian and gluten free; and come in a variety of different formats, including singles, a mini bunny sharing bag, multipacks and large and giant eggs. As a nation of white chocolate lovers, it’s not surprising that Milkybar is the number one white chocolate in Ireland. Nestlé is adding a brand-new seasonal launch to its portfolio with Milkybar Bunny; certain to attract new shoppers and generate incremental sales. The new launch will join the Smarties Bunnies range which launched in 2020 and is made up of five fun characters, each one a different colour. Available in a wide range of sizes, they make ideal ‘thinking of you’ gifts. This year the mini eggs category will benefit from a brand new launch from flagship brand KitKat: KitKat Mini Eggs. Each foil-wrapped egg comprises of a milk chocolate shell with a rich chocolatey centre and crunchy wafer pieces. Completing the 2021 Mini Eggs range are the popular Smarties Mini Eggs, Milkybar Mini Eggs pouches, and Aero Milk Chocolate Mini Eggs, which were launched this year. Big, well-known brands are also key when it comes to stocking large eggs as shoppers are looking for the recipient’s favourite. Nestlé’s extended large egg range for 2021 gives shoppers a greater choice of trusted, quality brands in a popular size format ideal for sharing with friends and family and at an accessible price

Easter CATEGORY FOCUS

point. New for 2021 is the Aero Peppermint Mini Eggs Giant Egg. Making a welcome return this year are Nestlé’s range of Incredible Eggs, each containing a chocolate egg with something special included in the shell. New for 2021, the KitKat Chunky Cookie Dough Incredible Egg comprises of a cookie dough flavoured milk chocolate egg with caramel inclusions, alongside three KitKat Chunky Cookie Dough bars. KitKat Chunky Cookie Dough has been a consumer favourite since the impulse bar was unveiled in 2016 becoming one of the biggest selling new product launches of the year. The Yorkie Raisin and Biscuit Incredible Egg and Smarties Mini Eggs Incredible Egg are also fun options. Premium eggs also feature more indulgent offerings such as the After Eight premium egg, which features a large mint flavoured dark chocolate egg complete with a 300g box of these favourite after-dinner mints. “2021 will continue to see a focus on sustainability from Nestlé,” says Maria McKenna, marketing manager, Nestlé Confectionery. “This year all hollow eggs in the range will be plastic free, whilst a number of the packs in the Mini Eggs range have reduced their packaging by up to 20% and this will be communicated to shoppers with an on-pack flash. This is another step in our commitment to making 100% of our packaging recyclable or reusable by 2025.”

The KitKat Chunky Cookie Dough Incredible Egg will attract attention

Exceptional Dublinmade chocolates Butlers Chocolates has been crafting exceptional chocolates in Dublin since 1932. An Irish family-owned company, Butlers is Ireland’s most recommended brand of luxury Irish chocolates* and their Easter Collection has something delicious for chocolate lovers of all ages to enjoy this Spring. All Butlers Chocolates are crafted using sustainably sourced cocoa. In line with their continuing sustainability journey, the majority of the Easter collection is presented in either recyclable or keepsake packaging. Butlers small and large Chocolate Egg Mini Bar boxes feature a 40% milk chocolate egg accompanied by chocolate mini bars in seven different varieties. Butlers large and small Boxed Eggs each contain milk chocolate eggs accompanied by a selection of filled mini eggs including; Praline, Lemon and Dark Salt Caramel. The Chocolatier Egg Collection comprises a dark chocolate Orange and Almond Egg with mini bars, a milk chocolate hazelnut egg with praline mini filled eggs and a 40% milk chocolate and salted caramel egg with mini salted caramel eggs. Available in small to extralarge, Butlers milk chocolate Wrapped Eggs are presented in vibrant pearlised pink and green recyclable wraps and tied with a bow, making a captivating display in-store. Butlers ever-popular filled mini eggs are available again this

*(Source: Red C Research 2020)

Driving excitement in-store “For Easter, retailers should focus on seasonal sharing and selftreat products in-store during February, with items like the

The Thorntons Bunny makes a perfect novelty gift in the run-up to Easter

Thorntons Bunny (29g), Ferrero Mini Eggs Hazelnut/Cocoa (100g) or Kinder Joy (20g), thereby encouraging shoppers to buy into the season early and continue doing so throughout the whole of Easter,” says Levi Boorer, customer development director at Ferrero UK & Ireland. “Six weeks from Easter, retailers should start stocking the smaller eggs and chocolate models,” he advises. “These token and novelty gifts become more of a priority to shoppers in this period, with some also re-purchasing these products again before the big day. “Finally, retailers should look at stocking Easter eggs of all sizes a month before the main event, serving as a reminder and driving

Ferrero Mini eggs are ideal for seasonal sharing and self-treat occassions

The Kinder Surprise range has licenses with Marvel, Disney and Minions

excitement in-store,” Boorer continues. For spring 2021, shoppers will be looking for high-quality products or gifts to treat loved ones. “Larger stores should therefore offer a broader range of premium Easter eggs to encourage people to trade up and spend that little bit extra,” Boorer says. “For example, we are increasingly seeing our Kinder (220g) egg being given as a main present, as it provides shoppers with a larger toy, offering more value. Stores with limited space should instead look to dial up the sharing and self-treat options, catering to shoppers who are more impulsive and more likely to repeat purchase throughout the season. “Premium boxed confectionery will continue to play an important role in driving seasonal sales,” he adds, “so it’s important that the right pack formats are offered to suit their shopper’s mission and baskets size. For example, Ferrero Rocher (300g) and Thorntons Classic (262g) are ideal offerings that make it easier for shoppers to switch to these premium brands that will help drive bigger basket sales for retailers.” Shoppers are also willing to pay more for a brand that they have an emotional connection to. As the fourth biggest children’s confectionery brand in Easter*, the Kinder eggs range is popular with families because of the fun and excitement it brings to the category with multiple licenses. This year, Kinder Surprise (100g) will see hugely popular Marvel heroes and Disney princesses included as part of a mixed case, with the well-known characters included on-pack and as toys within. Meanwhile the larger Kinder Surprise (220g) eggs, which performed exceptionally well (+47%)** during Easter 2020, will receive a Minions update to celebrate the launch of ‘Minions 2: The Rise of Gru’, out next summer. ■

Easter Protein Products

The Smarties Mini Eggs Incredible Egg features mini Smarties in its shell plus a Smarties mini eggs sharing bag

M&M’S is an all-time global favourite and is back to make Easter 2021 that much sweeter. M&M lovers will be thrilled with the addition of M&M’S Large Crispy Egg, an exciting extension of the number one M&M’S ﬂavour in Ireland. This addition is sure to bring a lot of excitement to the category and appeal to both existing and prospective consumers during the seasonal period. M&M’S Crispy will be available as a 250g large egg and is set to be a great complement to the existing Easter range – joining the M&M’S Peanut and Chocolate Large Easter Egg (268g) and the M&M’S Xtra Large Speckled Egg (313g). There is something for everyone on their hunt for the perfect Easter egg – M&M’S Speckled Eggs are also available in bitesize packs with 45g and 135g pouches.

Easter in a variety of beautiful formats including Egg Batons, a Mini Egg Box and a new medium Oval Egg Tin, in ﬂavours including Dark Trufﬂe, Raspberry, Vanille and Hazelnut Praline. Butlers’ adorable hollow Chocolate Chicks also return this Easter alongside the delightful Bunny Egg Tin. Finally, Butlers Bunny in milk and white chocolate and milk Baby Bunny make the perfect Easter treat for the young and young at heart.

Frozen Foods

Join the fun and connect!

*(Source: Nielsen Total Coverage Kids Easter 13 weeks to Easter 2019 and 2020) **(Source: Nielsen Total Confectionery 15 weeks to w/e 11.02.20)

www.shelﬂife.ie | ShelfLife February 2021

38 CATEGORY FOCUS Frozen Foods

Protein Products

Easter

Frozen Foods

Deep freeze Consumers have been turning to the frozen food category in their droves in recent months, as they’ve been enjoying its unique convenient, healthy and long-lasting credentials. This has been good news for sales, writes Julia O’Reilly

any consumers have found themselves regularly gravitating towards the frozen aisle during the past year. And for good reason. For consumers seeking healthy, long-lasting, convenient foods at a good price, the category has plenty to offer. Indeed, frozen food has beneﬁtted greatly from consumers looking to stretch the impact of their trip to the grocery store. In the early months of lockdown in particular, many consumers looked to stock up on long-expiry products. In fact, Nielsen data for the four-week period to 17 May 2020, showed sales within frozen food surged by +35% to reach €19m. Other shoppers meanwhile, who have been cooking at home more regularly throughout lockdown have been turning to the convenience of frozen food to get a healthy meal on the table in the evenings. With that in mind, outlined on these pages are some of the most exciting products currently on offer in the category.

You’ve got the power 2020 saw Birds Eye expand into plant-based foods with the launch of the Birds Eye Green Cuisine range of meat substitutes and veg foods. For 2021, Birds Eye Green Cuisine has added ‘Chicken-Free’ to its growing range. A source of iron, fibre and protein, the Chicken-Free Dippers and Southern Fried Chicken-Free Strips are the perfect solution for flexitarian and vegan diets, as well as for those that want to reduce their meat-intake. Demand for plant-based foods has increased throughout the pandemic, and consumers are becoming increasingly aware of sustainability and health benefits of red meat reduction. Recognising this, the Green Cuisine range has also grown over the last year – it went from five SKUs in January 2020, to 12 and a long-term innovative pipeline in 2021. Birds Eye’s ‘You’ve Got the Power’ campaign, which launched in January 2021, focuses on the

The Green Cuisine range has expanded over the last year to meet growing demand

ShelfLife February 2021 | www.shelﬂife.ie

plant-powered goodness of the Green Cuisine range and aims to continue to drive the awareness it began to spread with its ‘Whoops, I’m a Bit Veggie’ campaign in 2020. The 2021 Veganuary campaign running across January and February, consists of full integrated support through TV, online video, social, content partnerships, TV programming sponsorship, shopper and promotional support and will continue to run throughout the year.

across the week, Green Isle Cauliﬂower Rice includes two steam bags which contain two of your ﬁve-a-day. High in protein and a source of vitamin C, this cooks perfectly in three minutes. • Green Isle Asian Stir Fry (RRP €3): A delicious medley of carrot strips, water chestnut slices, cut baby corn, green

Fresh start By stocking freezers with frozen food by Green Isle, your shoppers can enjoy the convenience of always having nutritious, tasty vegetables and plant-based foods on hand. New products in the range include: • Green Isle Cauliflower Bites (RRP: €4): Green Isle Cauliflower Bites are filled with cauliflower goodness, making it deliciously easy to enjoy as a snack, side dish or party appetiser. They are vegan friendly, low in sugar and contain no artificial colours, flavours, or preservatives, each 110g portion counts as one of your five a day. • Green Isle Cauliflower Fries (RRP: €4): Green Isle Cauliflower Fries are filled with cauliflower and potato, a delicious potato chip alternative to enjoy as a snack, side dish or party appetiser. Green Isle Cauliflower Fries are low in sugar, a source of fibre and contain no artificial colours, flavours or preservatives. • Green Isle Cauliflower Rice (RRP: €3): A great low-calorie alternative to rice, potato, or pasta for healthy mealtimes

Green Isle has expanded its plant-based frozen range

Frozen Foods CATEGORY FOCUS 39

Indian street food is so much more than just curry. That’s why Irish company Vada Pow was founded in 2016. All Vada Pow’s products are produced in Ireland with ingredients sourced from Irish suppliers and promise food to feed both body and soul, with a punch of ﬂavours and the knockout taste of India.

Gorgeous goodies

Vada Pow’s frozen vegan and vegetarian products can be eaten on their own, as a snack, or part of a main meal

The Unislim Gorge Us range includes two vegan-friendly products, Rustic Cut Chips and Skinny Sweet Potato Fries. The aim of the Gorge Us range is to offer a healthy, delicious, wholesome and great-tasting option for vegans and healthconscious foodies alike. Products in the Gorge Us range are vegan, gluten free, low in saturated fats, contain no artiﬁcial colours, preservatives or ﬂavourings and have been approved by Ireland’s top

Get your year off to a healthy start!

Rustic Cut Chips

Sweet Potato Fries

Protein Products

Flavour punch

The tasty line-up comprises frozen vegan and vegetarian products that can be eaten on their own, as a snack or part of a main meal and are available in more than 200 Lidl stores nationwide and selected SuperValus in Dublin. Vada Pow’s top picks include the Spiced Potato Cakes, Sweet Potato Burgers, Croquette Tikka Masala, and Mumbai Potato Pie. Its Bombay Style Street Food products cater to all dietary requirements, including those that are vegetarian, vegan, and gluten-free. “We are the only company in Ireland producing Indian street food and very different to ‘stereotyped’ Indian products,” founder Naveen Bachani explains. “Indian street food caters to people’s curiosity and allows them to explore new foods.”

Frozen Foods Easter

beans, red pepper, red onion and Chinese mushrooms, the Green Isle Asian Stir Fry offers convenient, quality vegetable products that are simple to use, delicious and nutritious. Green Isle vegetables are carefully selected, picked at their peak and frozen at their freshest to lock in vitamins, minerals, and ﬂavour, containing all the nutrition of fresh vegetables.

Be GorgeUs!

Get yours today Selling Points

• 300+ Unislim classes in Ireland with 50k active, loyal members • Gluten Free, Vegan, Low Fat • Healthy Margins = Healthy Profits

Unislim’s Gorge Us range uses only the ﬁnest ingredients and the best potatoes

dieticians. A family run, Irish-owned company, Unislim is Ireland’s leading slimming and healthy lifestyle club. It offers members a

personalised and effective weight loss plan, which encourages them to make healthier food choices. Visit Unislim.com for more information. ■

Shifting role of Frozen categories since COVID

(Grocery and Discounter Channels) Insights & Actions: All 3 Frozen categories highlighted here saw some movement in ‘category role’ as a result of changed shopper behaviour during 2020. 1.

Frozen Fish & Seafood went from Profit Booster to Hero, meaning shoppers are far more pre-planned and intentional when purchasing this category. It is more likely to be on the shopping list now than pre-Covid, so we need to influence more prestore to make sure we are the brand on that list.

Frozen Potatoes/Chips went from Hero to Trip Driver. For both Potatoes/Chips and Frozen Veg, in-store engagement decreased and shoppers are more likely on autopilot when shopping this category. Shoppers are less likely than before to pay more for premium products meaning brands must be prepared to compete hard on value and volume with private label.

Change in Category Roles: 2020 (Pre-Covid)

2020 (During Covid)

How to read: The matrix shows Irish CPG categories on 2 dimensions. Low vs high pre-store intentionality and low vs high in-store engagement

Data: survey of 24,399 Irish shoppers Covid and carried out in 2020 (incl pre-Covid ‘during Covid’ waves of fieldwork). Reports available in 91 categories.

YOU’VE GOT THE POWER

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

AVAILABLE NOW www.shelﬂife.ie | ShelfLife February 2021

40 ADVISOR: Marketing

Adapting to an altered mindset

COLIN GORDON

marketing expert

While Covid has changed everything, the basics remain, writes Colin Gordon, who outlines how to mount an effective response to consumers’ new shopping patterns

guess a key question going through many people’s minds right now is what the likely impact of Covid will be. How will lockdowns, only ‘essential’ shops being open, queues, and overall restrictions on business generally, all impact on how we shop, and particularly how we as consumers may react going forward? I am very conscious of the stress that is on so many operations right now. Their balance sheets, the distress of many colleagues and friends, and the impact all of the pandemic issues has on so many in our society. It’s impossible to overplay all these crunching impacts on us all as we go about our daily chores and lives, but it’s for this article that I want to focus on the grocery trade and the considerable amount of comment in the media generally about how consumers have already changed or will change in the near term, with many commentators judging the changes as permanent, with ‘no going back to the way things were’; the broad consensus being that a new normal will emerge. There is no doubt that consumers have had to respond to signiﬁcant amounts of turbulence in their lives – working from home, home schooling, click and collect, online shopping. And on top of all of that you’ve got the mess that is Brexit, with supply chain difﬁculties, shelf shortages, extra administration, and extra costs for companies and consumers. But without being glib or Pollyannaish, all of these challenges and indeed the changes that are taking place do not change the fundamentals of business, i.e. that

ShelfLife February 2021 | www.shelﬂife.ie

Shoppers now increasingly know before heading out what they want, how much of it they want and more often than not, where they will go to get it, writes Colin Gordon

managers set their operations up to identify, attract and retain consumers over the long-term. That’s what business is. Business is not the finance function; finance and admin colleagues are there to help customer focus, not as a reasonto-exist of themselves. Ditto production, distribution and all other support functions. The whole company has to be focused on the customer and if the customer changes – for whatever reason and no matter for how long – business has to respond - or disappear. Change has happened over the entire trading history. We’ve moved from and/or accommodated barter, (traditional) grocery stores, supermarkets, ‘limited range’ discounters, online shopping, club membership models, loyalty schemes, hyperinflation, private label and consumer protection legislation and food standards. In recent times, we dealt with decimalisation, Y2K, Foot & Mouth, the Euro introduction and so much more. It seems an embedded human instinct to forget all the pain and strife that exists around each of these momentous changes and move on. This instinct seems all the more part of the grocery sector. There is a difference with this ‘externality’. By and large, all products are still

available but the shopping behaviour has changed. So, if consumers have changed (even for the short or medium term), business has to respond. So what changes seem to be in evidence? Let’s consider just four of the main changes:

1. Mission shopping Shoppers and consumers are increasingly going out to get a particular thing or basket of things. They generally know before heading out what they want, how much of it they want and more often than not, where they will go to get it. They have a job to be done and adopt a more missioned approach to the task.

2. Brand focus As part of this mission shopping experience but also as part of a general response to the challenges, consumers are becoming much more brand aware, not wishing to waste time queuing and shopping and on all the hassle that is now so much a part of what was once a somewhat social occasion, by taking a chance on untried choices. They are looking more and more for what they can trust, with research suggesting that in these times they trust well-known, long-established brands.

“Consumers are becoming much more brand aware, not wishing to waste time queuing and shopping and on all the hassle that is now so much a part of what was once a somewhat social occasion, by taking a chance on untried choices.”

ADVISOR: Marketing

3. Intolerance Consumers also may well be seen as less tolerant of poor service, lack of availability, poor quality, inaccurate pricing or information on-shelf, poor product performance, poor after-sales service etc. They simply don’t have the time or the interest right now to browse, to waste time, to have to go to other stores to complete their shopping, to have to bring stuff back, or to throw stuff out.

4: Local shops: local brands There’s considerable evidence that consumers are keen to stay local in their shop choice. This is not only due to Covid restrictions; the concern for the environment is meeting the instructions around Covid and creating a synergistic effect. The issue of trust, environment and a general sense of enhanced community that is emerging around this stressful time is also leading to a strong focus on locally produced produce/products and brands. Certainly, Brexit has had an inﬂuence in this space as well. If business is at its core all about identifying how to effect a transaction, then businesses have to ask themselves what

have they done and what can they do to make sure that they are removing any and all obstacles to the purchase journey. Is the store safe, does it offer a delivery service, an online option, have they got great availability? Are brands setting themselves up correctly with a focus on core range, is pricing ‘fair’, is the brand owner doing all they can to help the customer, the store operator, in terms of information ﬂow, great delivery accuracy, reduced surplus packaging, less complicated promotions and pricing strategies? On the wider, whole-of-society perspective, are both suppliers and their customers doing enough to essentially protect the fabric of the grocery (in this example) system? By this I mean, for example, not ignoring smaller shops or smaller brand operators. We are, after all, meant to be all in this together! It’s important that when all this is over, when restrictions are eased and we’re all more comfortable in travelling around and trying to return to what we did in the past, we want to have the best chance of returning to our ‘old’ jobs and businesses and have a wider social fabric for ourselves and our families to go back to. ■

‘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.

NEWS

SuperValu, Centra and Musgrave MarketPlace stores across Ireland donate €129,000 to local community buildings in conjunction with SEAI One of Ireland’s largest retailers and wholesalers is shining a light on sustainability with extensive store energy upgrades SuperValu, Centra and Musgrave MarketPlace stores have teamed up with the Sustainable Energy Authority of Ireland (SEAI) for the ninth consecutive year to spearhead environmental change in the Irish retail sector and beyond through their ‘Building Sustainable Communities’ initiative. Once again in partnership with the SEAI, a number of community upgrade projects were completed, with 10 stores across Ireland participating in the initiative. The community grant scheme administered by SEAI supported the project with a total investment value of €265,000. The initiative calls on stores to identify and upgrade areas of their own operations which can be made more energy efﬁcient, but also enables them to identify community buildings in their area to donate funds toward and enable them to upgrade their facilities. The objective of the initiative

is to reduce energy costs, fossil fuel usage and greenhouse gas emissions year-on-year. This is a huge undertaking of both time and capital, with over €1.2m invested by the stores that participated in 2020. SuperValu, Centra and Musgrave MarketPlace stores are “extremely passionate” about the initiative, adding that the long-term difference it makes in their local communities makes their investment and efforts worthwhile. This year, the community buildings associated with stores who participated in the scheme received up to €129,000 between them as a result of energy saving measures implemented by their respective stores. Community buildings and clubs which beneﬁtted included: Peamount FC, Dublin; Cuala GAA Club, Dublin; Midleton Football Club, Cork; Midleton Rugby Club, Cork; Carndonagh FC, Donegal; Ballybunion Leisure Centre, Kerry; Ballybunion Community Centre, Kerry; Kings Island Community Centre, Limerick and Dungarvan Rugby Club, Waterford.

Daniel Murphy, cost and sustainability manager with Musgrave, celebrating the group’s contribution to the Building Sustainable Communities Scheme, in partnership with the Sustainable Energy Authority of Ireland (SEAI)

In their clubhouses and buildings, energyefﬁcient upgrades reduced yearly energy bills by almost €19,000 or 147,000 thermal KWH savings. This is equivalent in energy terms to powering 43 houses per year. The 10 stores involved in this year’s Building Sustainable Communities initiative were: • SuperValu Sundrive, Dublin • Centra Newtownpark Avenue, Dublin • SuperValu Rush, Dublin • SuperValu Youghal, Cork • SuperValu Newmarket, Cork • SuperValu Midleton, Cork • SuperValu Carndonagh, Donegal • SuperValu Ballybunion, Kerry • Musgrave MarketPlace Limerick • SuperValu Dungarvan, Wateford To learn how you can make small changes with a big impact see www.supervalu.ie/about/ sustainability, www.centra.ie and www.musgravemarketplace.ie. ■

www.shelﬂife.ie | ShelfLife February 2021

42 INTERVIEW

& Michelle Darlington

Q: Congratulations on delivering your most sustainable bottle yet! How does this development tie in with Suntory’s ‘Growing for Good’ vision? A: The Ribena redesign ties in with the Suntory vision of Growing for Good – ‘the bigger we are, the greater our positive impact can be’. The company has an ambitious target to move to using only 100% sustainable plastic bottles by 2030, as part of a wider 2050 environmental vision, aiming to achieve net zero greenhouse gas emissions across the entire value chain. As you can see we are well on that journey with the launch of our new 500ml Ribena bottles, which are made from recycled plastic and are 100% bottle to bottle recyclable*. Q: Ribena as a brand has a fantastic heritage as a respected family favourite. How does the new pack design build on this while also offering something new and on-shelf stand out? A: The Ribena brand is famed for its great tasting blackcurrant flavour and is a firm family favourite across Ireland. As Ireland’s number one ready-to-drink (RTD) impulse juice drink brand**, it was really important for us to ensure our new bottle is still instantly recognisable as Ribena with our consumers. We ensured our brand’s distinctive assets were at the heart of our new design. The design development of the new label involved extensive consumer testing. We are delighted that the new design has been well received so far. We hope you like it just as much as we do! Q: What work is Ribena undertaking as a brand to encourage consumers to recycle more? A: For us, it’s really important that we deliver our great tasting drinks to our consumers in the right pack format, making it as easy as possible for them to recycle at home. Our Ribena concentrate bottles are also made from 100% recycled plastic and decorated with a small paper label and are therefore fully optimised for bottle-to-bottle recycling. Our iconic Ribena carton range is also moving to a new paper straw this year too. ShelfLife February 2021 | www.shelflife.ie

with Michelle Darlington,

marketing manager, Ribena, at Suntory Beverage & Food Ireland

It’s really important for us to also encourage our consumers to recycle more so we communicate this on-pack across all our formats, in an effort to make it as easy as possible for them to understand what can (or can’t) be recycled. Q: How has Ribena innovated to meet consumer demand from a health and wellbeing perspective? A: As a brand we are continually innovating across our range, offering consumers choice with both our regular and no added sugar options ensuring there is something for everyone. In recent years we also updated our recipes, removing nearly 50% of the sugar from our core drinks, while still maintaining the great taste which consumers know and love. Q: How signiﬁcantly have you invested in marketing the new design? A: As a business we have put signiﬁcant investment behind this new design and we are really proud of the end result. We have invested €1.7m into this bottle redesign project, which took two years to complete, as part of our ambition to make plastic packaging completely sustainable by 2030. Our bottles have been made from 100% recycled plastic since 2007, so for us the biggest change has been the 77% reduction in the plastic sleeve,

The new 500ml Ribena bottles are made from recycled plastic and are 100% bottle-to-bottle recyclable

making the bottles more easily detected as clear plastic, which helps to drive a circular economy and ultimately creating new bottles from old ones. Q: As we look towards a new year, following the unprecedented challenges of 2020, what would you like to achieve for Ribena in 2021 in terms of market growth and brand goals? A: Our main focus this year is to continue to deliver our great tasting range of Ribena drinks to our consumers for both their in-home and on-the-go occasions. Innovation is key for us to continue to remain relevant with our consumers. In 2020, we launched our exciting new Ribena Raspberry ﬂavour which has been a big hit, so we are looking forward to seeing that continue to grow alongside the rest of our range in 2021. We also have a very exciting launch happening in Q1 this year - new Ribena Sparkling. This range will deliver the unique taste of Ribena, with the refreshment of a carbonated soft drink in ﬂavours which are incremental to the category. Ribena Sparkling Blackcurrant and Raspberry will be available in a range of formats. This is really exciting for the Ribena brand and we believe it will be a great success for us in bringing new consumers into the brand while shaking up and adding excitement to the category! ■

The plastic sleeve of Ribena bottles has been reduced by 77%, making them more easily detected as clear plastic in recycling systems

*(Cap and Label are not made from recycled material yet, but are recyclable) **(Source: Nielsen, Total Scantrack ROI, Fruit Juice Single, Value Sales by Brand, MAT data to w/e 27/12/20)

Return business not returned packages

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44 MARKET MOVERS

Mars

Pringles

Pringles turns up the heat with new spicy range

Mars gets extra innovative with Extra Refreshers Mars Ireland is launching Extra Refreshers, a multi-sensorial chewing experience aimed at delivering incremental sales to the gum category. Tapping into a new dimension in chewing gum, Extra Refreshers combines a thin shell and a soft chew, to offer longer-lasting ﬂavour than ever before. Across a range of categories, consumers continue to search for innovative formats and new tastes. The launch of Extra Refreshers aims to reignite the enjoyment of gum for the Irish consumer and drive category growth and awareness of innovation through highlighting this unique ‘refreshment’ product. Available from January 2021, Extra Refreshers launches in two ﬂavours, Peppermint and Spearmint in single packs of seven pieces, and bottles of 30 pieces. The launch of Extra Refreshers will be supported by in-store activation, as well as comprehensive activity across multiple media channels. “Our new range, with its differentiated packaging and long-lasting taste, aims to offer consumers a fuller, more intense gum-chewing experience,” said Allie Kaspruk, portfolio manager at Mars Ireland. “The launch will also help to ‘recharge’ and ‘refresh’ the category as a whole,” Kaspruk added.

Pringles has launched Sizzl’n, a new range of three tasty flavours with varying levels of heat intensity that challenge people to step up the spice. With each building in spice, the new flavours include Kickin’ Sour Cream (medium), Spicy BBQ (hot) and Cheese & Chilli (Extra Hot), aiming to satisfy all thrill-seeking foodies who want to push their taste buds to the limit. Containing no artificial colours or flavours, the new range will amplify some well-known Pringles flavours with an extra kick of spice that builds with every bite to test snackers’ limits. The launch is a first for the brand, which sees Pringles enter the extra hot market thanks to the new addition of Cheese & Chilli Extra Hot. The flavours come as insights reveal 59% of millennials aged 18-34 prefer very spicy foods*. “We know our shoppers like spicy food, so we’re hoping the new range will allow people to be more adventurous with their palates,” said Neil Rogers, brand & activation manager, Kellogg’s Ireland. The new range is available now (RRP €3.25)**. *(Source: Technomic’s 2019 Flavour Consumer Trend Report) **(Pricing is at the sole discretion of the retailer)

Nivea

Ishka

Complete cleansing care with Nivea – no compromise

Ishka Irish Spring Water keeps things fresh with new 5L still twin-pack

Created to offer easy make-up 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 and number one face cleanse brand, helps to thoroughly cleanse the skin while gently caring for and protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products, including: • 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. • Daily Essentials Double Effect Eye Make-Up Remover This wonder product benefi benefits ts from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes.

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Following the successful launch of a new 5L bottle in 2020, Ishka Irish Spring Water has now extended its 5L still range, with a new 5L twinpack which offers more convenience and value to customers. The fresh new multipack marks the next step in the brand’s evolution with key features that include: unique contactless ﬁlling, a tape carryhandle for convenience, and 100% recyclable clear plastic bottles. “We saw huge success with the launch of our new-look still range in 2020 and now is the time to expand on the range of multipacks in 500ml and 750ml to appeal to convenience and valueconscious shoppers,” said Mike Sutton, director at Ishka Irish Spring Water. After testing well with consumers, the company is conﬁdent the new 5L twin-pack will drive further growth. “We are committed to innovation to offer a greater choice of products, in a range of pack sizes, to suit all lifestyles and uses,” Sutton added.

MARKET MOVERS 45

Kellogg’s

Teapigs

Kellogg’s expands W.K Kellogg by Kids range

Teapigs functional teas now available at SuperValu

Kellogg’s has expanded its W.K Kellogg by Kids range with the launch of brand-new, healthy snack bars. The range first launched in 2020 with W.K Kellogg by Kids Multigrain Shapes Cereal, the first mainstream children’s cereal to be made with tasty fruit and veg and the number one cereal NPD of 2020. Due to its popularity, Kellogg’s has expanded the range with W.K Kellogg by Kids Bars. Made with tasty fruit and veg, wholegrains, and a source of fibre, the bars come in two flavours – Orange & Carrot and Strawberry, Raspberry & Beetroot. They contain no added sugar, no artificial colours or flavours and are less than 100 calories per bar. Created by kids, for kids, the bars have been developed in collaborative workshops with 2,000 children and parents, ensuring the product was both something parents would be happy to buy, and that kids would love to eat. The bars are now stocked by Dunnes stores – with more retailers soon to follow – at an RRP of €2.99 for a pack of five 22g bars.

It’s safe to say that we could all do with a helping hand to lift spirits at the moment, and for many of us tea is often the answer. Teapigs is excited to announce that three of the teas from its feel-good tea range are now available at 21 SuperValu stores across Ireland. “Consumer demand for drinks with speciﬁc health beneﬁts is growing year on year,” says Louise Cheadle, Teapigs co-founder and tea taster. “As ever, we only use real, whole ingredients and all three of our new functional teas are 100% organic.” The three teas include Up Beet – Energy Tea, Cleanse – Detox Tea, and Snooze – Sleepy Tea. Each variety is priced at €5.99 for a pack of 15 tea temples.

Nestlé

Vype

Bubble over with excitement for new Aero Dark & Milk! Nestlé has announced a new addition to its Aero range – Aero Dark & Milk. Made with 51% cocoa solids and 9% milk solids, Aero Dark & Milk is a deliciously rich way to enjoy the brand’s famous chocolatey bubbles. Aero is one of Ireland’s fastest growing top 20 confectionery brands,* while dark chocolate is enjoying a surge in sales after becoming increasingly popular with consumers in recent years. Available in a 90g sharing bar, Aero Dark & Milk will be available in major retailers and convenience shops. An Aero Dark & Milk Peppermint sharing bar will be available as an exclusive in Tesco stores. In more good news for fans of the bubbly chocolate, Aero Caramel, which launched last year as a sharing bar, will soon be available in a multipack of 4 x 27g bars. The multipacks will be available in a range of supermarkets nationwide. *(Source: The value share growth of the Aero brand within Ireland was +34.7%: Nielsen: data to 27/12/2020).

Vype is becoming Vuse Vype is set to become Vuse. The e-cigarette shop, which supplies and delivers e-cig devices and e-liquids has announced that it is evolving into Vuse, a global brand that will be connected and aligned with the everevolving needs of its consumers. Vype and Vuse products will be fully compatible. “As Vype, we have one purpose: inspire consumers with high quality products,” began a statement from the company. “This has led us to gain recognition and trust from both you and your customers.” It added: “Through a revamped brand look and feel, product upgrades and more choices for your customers, we will continue to inspire and be at the forefront of innovation.” For more information, visit: b2b.pjcarroll.ie ■

www.shelﬂife.ie | ShelfLife February 2021

46 HOTSPOTS Student won the Covid-19 vaccine lottery during a recent supermarket trip

Pig deal! Lidl took a playful swipe at Marks & Spencer on social media after it emerged that the British retailer’s supply of Percy Pig sweets to Ireland could be under With Percy Pig’s future hanging in the threat post-Brexit. balance, Lidl Ireland took to social The much beloved pink sweets media to highlight its sweet substitute are made in Germany and brought to the UK before being re-exported here – a journey that would be subject to import taxes. Percy Pigs are among the more than 2,000 products sold in M&S that could fall victim to tariffs due to the “rules of origin” regulations set out in the Brexit trade deal. Fortunately, Lidl Ireland was on hand to remind shoppers of its own candied critter alternative. Sharing an article on the new tariffs facing Percy Pigs on its ofﬁcial Twitter page, Lidl Ireland reassured customers: “Rest assured, Henry Hippos remain unaffected.”

Following the Twitterati ■ @georgeedpainter Just saw two women who normally work in the mini Tesco by me working in the big Tesco! Genuinely more thrilling and intriguing than spotting a celebrity. ■ @StingAfterDark Lockdown three hitting different. The highlight of my week is looking through the middle aisle in Aldi. ■ @AlisonSpittle Lockdown daydreams. I want to go to a supermarket in Spain or Portugal and marvel at the crisp ﬂavours and cheap wine. ■ @theeney The most clear and concise advice I’ve got this year has been from Dunnes Stores checkout ladies explaining the new rules for alcohol/ points/ vouchers… Put them in charge of Covid messaging! ■ @VivianLambert59 Thank you to the lovely young gentleman working on the checkout @Aldi_Ireland Clonard, Wexford this morning. Despite your very early start at work your good humour was infectious. ■ @Psythor Horrifying scenes in Tesco as I ask a member of staff where something is located, only to be told “I don’t work here, mate,” as it was just a man wearing a dark blue jumper.

Luck of the draw We all fall victim to the odd impulse item when we’re doing our shopping. A multi-pack of crisps here, a bag of donuts there. Deviating from the list is an integral part of the grocery shopping experience. However, David MacMillan, a law student based in Washington DC, got much more than he bargained for when strolling through a Giant grocery store one January night. MacMillan was doing his shopping with a friend when a pharmacist working there flagged them both down. “She turned to us and was like, ‘Hey, I’ve got two doses of the vaccine and I’m going to have to throw them away if I don’t give them to somebody’,” MacMillan later told NCB. Several first responders who were scheduled to get their Moderna Covid vaccines at that location had apparently missed their appointments, giving the friends an unbelievable opportunity to skip the month’s long wait-queue. The lucky pair each received the first dose of the vaccine that night and are now scheduled to receive the second dose in a few weeks.

Future of food If we’ve learnt anything from the last few months, it’s that everything in life is subject to change. Alongside the personal adjustments we’ve all been making, the massive overhaul the grocery retail sector has undergone in the last 12 months alone is colossal. With that in mind, casting our eyes forward to ask what the future holds for the sector is a tough task. For UCD scientist Dr Augustenborg, supermarkets may be facing a pinch in the long-term as she forecasts farmers will start to sell directly to customers. “We’ll have a different food system,” she recently told The Irish Sun. “More horticulture, organic food and more direct supply for the consumer who will have a connection to the farmer,” he said. “It takes out the middleman and gives more awareness of where food is coming from. It’s Following months of change in the sector, bad news for supermarkets!” we look at what’s next for grocery retail

Grocery across the globe France

A potential deal to acquire French grocer Carrefour seems to have been sunk by French politics. Just days after Canada’s Alimentation Couche-Tard said it was in talks with Carrefour SA on a potential deal, the two sides walked away in what Bloomberg calls a political move. This means Carrefour’s shareholders, including France’s richest man Bernard Arnault, will not be granted an ideal exit from what has long been a difﬁcult situation. Should Couche-Tard have succeeded, it would have valued Carrefour at €16 billion. Instead, the grocer’s shares fell as much as 7.6% when the news was revealed on 18 January.

United States

Walmart is expanding its efforts to use robotics to speed up online grocery orders in its ongoing battle with Amazon. The US-based retailer has announced plans to build dozens of small warehouses where self-driving robots will fetch groceries and have them ready for shoppers to pick up in an hour or less. It unveiled its ﬁrst such facility a year ago. The retailer hopes the development will accelerate curb

ShelfLife February 2021 | www.shelﬂife.ie

side pickups, an option which, alongside delivery, grew 300% at the start of the pandemic as shoppers looked to avoid physical stores. The robots will not be found roaming the aisles, however. Walmart said they will work within warehouses and windows will be placed at some locations to allow shoppers to check it out.

India

As the e-commerce battle intensifies in India, new data suggests online grocery there may expand eight-fold in the next five years. In India, the e-grocery market grew 60% during the 2020 calendar year and is expected to grow 41-49% by the first half of CY21, according to the latest data from RedSeer. Now, it appears Reliance Retail’s JioMart is set to take the pole position in online delivery of groceries. “Grocery is the largest retail category,” said Satish Meena, senior forecast analyst with global market research firm Forrester. “This makes it an important category for retailers and one that is going to drive future growth of online retail sales. JioMart will definitely be a key player in the months to come.” ■