ShelfLife magazine - September issue by Mediateam

LARGEST INDEPENDENTLY AUDITED GROCERY TRADE CIRCULATION IN IRELAND

September 2020

Uncorking growth

Following the acquisition of Brennan’s Caterworld, Eoin and Patrick O’Sullivan of M&P O’Sullivan outline their expansion plans

Rethinking packaging Why genuine food packaging sustainability needs critical consideration

Down to business CSNA meets with new Minister of State for Employment Affairs and Retail Businesses Damien English to discuss the challenges facing retailers

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

340mm

UK/ROI 18+, 22/08/2020 - 15/11/2020, see back of promotional packs or matchandwin.cadburyfc.com for terms and conditions.

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17/07/2020 10:42

OPINION 3

ShelfLife September 2020 Vol. 27 No. 9

Wet pub dismay in the capital and Brexit mayhem drench 2020’s already washed-out woes

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 Head of business IAN MULVANEY (01) 294 7766 ian.mulvaney@mediateam.ie Account manager MARK MORGAN (01) 294 7767 mark.morgan@mediateam.ie Circulation manager CRAIG KINGMA (01) 294 7774 craig.kingma@mediateam.ie Head of production LIZ O’ROURKE (01) 294 7781 liz.orourke@mediateam.ie Managing editor COLETTE O’CONNOR (01) 294 7775 colette.oconnor@mediateam.ie Publisher JOHN McDONALD (01) 294 7744 john.mcdonald@mediateam.ie Printing W & G Baird Ltd

s ShelfLife was heading to print, news was emerging that Dublin’s so-called ‘wet’ pubs would not be allowed to open on 21 September as hoped. While relieved that publicans elsewhere will finally be able to open their doors, “Dublin publicans now face weeks and possibly months of additional uncertainty, with no indication of when they will be allowed to begin serving customers again,” Drinks Industry Group of Ireland states. The group is subsequently calling for a 15% reduction in Ireland’s excise tax on alcohol to put “more money back in the hands of business owners, where it can be re-invested in jobs, stock, and other regular expenditure”. While supermarkets, convenience stores and off-licences have experienced a bounce in alcohol sales during the Covid-19 period, retailers of course support the call for the drinks industry to receive the support it so desperately needs. Apart from the loss of culture and community we would collectively experience if some of our favourite, treasured pubs were ultimately unable to reopen permanently, the hardship experienced will naturally have a major knock-on effect on jobs throughout the industry and our regional economies. Meanwhile, with Covid remaining such a powerful fixture in our collective psyche, it’s difficult for any other topic to achieve cut-through at all, but nevertheless, Brexit is once again in the headlines – and for all the wrong reasons. With Boris Johnson gearing up to breach international law on his supposedly ‘oven-ready’ Brexit deal; the one which saw him safely return to government on the assurance he would ‘Get Brexit Done’, the PM’s confidence now appears sadly half-baked. As we head towards Christmas (with plenty of suitably festive goodies highlighted in our confectionery feature on page 30), it’s becoming apparent that 2020 is a year when seasonal good cheer will be more welcome than ever. We need a tonic to counteract the seemingly relentless bad news cycle! Gillian Hamill Editor, ShelfLife magazine

Contents September 4

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.

Published monthly by Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18. A94 RP22 Telephone (01) 294 7776 Fax (01) 294 7799 ISSN: 1393 0753

Circulation audited by Audit Bureau of Circulations.

ShelfLife is a member of Magazines Ireland

COVER STORY 22

Managing Director JOHN McDONALD; Sales Director PAUL BYRNE Operations Director BILLY HUGGARD

Logical leaps Following the news that M&P O’Sullivan has acquired the assets of Brennan’s Caterworld, purchasing director Patrick O’Sullivan outlines how the company’s current expansion aims to build on its illustrious past

NEWS&ANALYSIS

ADVISOR

4 News grid 8 CSNA news 10 Seen and heard

18 HR

16 Store proﬁle: Centra Retailer Ian Coughlan tells Gillian Hamill how the stylish new revamp of Centra Kilcoole has bolstered his store

26 Store proﬁle: Gala Following the successful revamp of their Nenagh, Co. Tipperary store, Sean and Shane Mulrooney tell Julia O’Reilly how Gala Retail has helped them grow at a challenging time

43 Rethinking packaging Why genuine food packaging sustainability needs critical consideration, with a focus on food security and shelf life

At a time when businesses may be operationally busier than usual and resources stretched, The HR Suite’s Caroline McEnery highlights how to ensure employers meet all legal obligations, while boosting workplace moral

MARKETING& CATEGORY FOCUS 30 36 38 44 49 50 54

Confectionery Canned foods Breakfast Hard seltzers Off-trade news Hot beverages Market movers

NEWS

NEWSGRID The top news stories in FMCG

and retail from across Ireland

Research predicts high costs for workers return

Tesco raises €170,000 for Temple Street Tesco Ireland announced that in just one-week, customers and colleagues nationwide raised €170,000 for CHI at Temple Street during a week-long fundraiser in stores. The money raised will go towards a new upgraded CT Scanner costing €1.2 million for the children’s hospital. “While there is still an amount to be raised to reach the €1.2 million goal, we wanted to take this opportunity to thank all our customers who donated over the course of the week-long fundraiser,” said Kari Daniels, chief executive, Tesco Ireland.

Aldi to become first retailer to fully remove black plastic Aldi Ireland will become the first retailer in Ireland to fully remove all black plastic from its core food range next month. Aldi has cut 30 million difficultto-recycle black plastic trays from its products and stores, saving 410 tonnes of non-recyclable plastic waste and replacing it with 100% recyclable alternatives. As part of its pledge, Aldi is swapping the remainder of its black plastic trays for 100% recyclable packaging across its entire ready meal, sides and biscuit ranges.

Londis and KitKat support Pieta Bonnie Ryan joined Londis and Nestlé Ireland to announce that all proceeds from KitKat four ﬁnger chocolate bars sold in Londis stores nationwide from Thursday 3rd – Sunday 6th September would be donated to Pieta. Pieta works to support people and communities in crisis by providing free counselling and assistance to those who are at risk of suicide, engaging in self-harm and those bereaved by suicide. Pieta operates a network of 19 centres across the country.

Laya Healthcare has undertaken research on the impacts of the Covid-19 pandemic on Irish workers’ physical and mental wellbeing. The survey found four in 10 Irish workers (39%) are struggling to cope with everyday life during Covid-19 and 91% have reported some level of anxiety. The research further reveals companies predict an average expense of €37,138 on returning employees to the workplace, such as putting in place new infrastructure, PPE provision and running wellness programmes.

Retailers and FoodCloud unite to launch ﬁrst national food appeal Four of Ireland’s leading retailers – Tesco, Aldi, Lidl and Eurospar – have come together to support a new food initiative by FoodCloud called ‘Food For Ireland’, to help communities affected by Covid-19. Participating retailers will host a national food appeal in over 400 stores across Ireland from 17– 20 September in a bid to meet the target of 280,000 meals. Shoppers can donate much needed non-perishable food which will then be redistributed directly to charities across Ireland. For more information log onto www.foodcloud.ie.

Tesco Ireland completes €1 million refit of Dundrum Town Centre store Tesco Ireland has completed the refit of its Dundrum Town Centre store adding new services including F&F clothing, Smokin’ Bean coffee station and enhanced Tesco Mobile area for customers in the South Dublin area. The new services and complete refit are a result of €1 million investment in the store. Tesco customers in Dundrum will also have access to the Scan as You Shop facility in-store.

Government advisor predicts green recovery post Covid-19 The Taoiseach’s special economics adviser, professor Professor Alan Ahearne Alan Ahearne, of NUI Galway, has said he remains “cautiously optimistic” about a rapid economic recovery occurring post pandemic. He added that climate change is going to have an “even bigger” impact on global economies than Covid-19 and that government policy is likely to focus on a “green recovery”. The economics expert made his comments in an online presentation broadcast by the Whitaker Institute for Innovation and Societal Change at NUIG this month.

Retail Excellence calls for support to pay rents Retail Excellence has written to the government to request support for retailers struggling to pay commercial rents. Duncan Graham, managing director of Retail Excellence said that sales across the retail sector in the ﬁrst half of this year were down 30%. “City centres and shopping centres have been particularly badly affected. We are calling on the government to issue a code of practice and introduce an arbitration service to help with a speedy resolution of disputes between retailers and landlords,” said Graham.

Lidl Ireland signs new €1 million contract with Enerpower of P Lidl Ireland has appointed Waterfordbased energy solutions provider, Enerpower to install more than €1 million worth of solar photovoltaic Dr John Carty and Owen Power from Enerpower (PV) panels on 10 store projects with Alan Barry, Lidl across Ireland over the next 12 months. This builds on an existing long-term partnership with the Irish energy solutions provider, who previously worked to install Ireland’s largest array of PV solar panels at Lidl’s 58,000m2 Newbridge regional distribution centre in 2019. ■

For more details on all the above and the latest grocery-related news as it happens, visit www.shelﬂife.ie. ShelfLife September 2020 | www.shelﬂife.ie

Join a Winning Team at MACE. Now more than ever is the perfect time to team up with MACE. In addition to our fantastic new-look stores, the MACE team has partnered with one of Ireland’s most respected and high profile sporting heroes, Johnny Sexton, as our brand ambassador.

MACE we are constantly improving our in-store offering. Our bright, bold new store design is all part of that drive for excellence within the convenience retailing sector. Our food and beverage innovations result in quality fresh departments, which have been proven to drive significant profitable sales increases for MACE Retailers. Our friendly MACE staff has always been a differentiator for MACE. As excellent customer service is key to our past and future success. We call it ‘going the extra smile’.

So, if you’re looking to grow your business through working with a progressive team, great store design and store standards, get in touch with Andrew or Liam today.

To find out more, contact: Andrew McCann (Regional Manager North) amccann@bwg.ie / 086 041 4334 Liam Attridge (Regional Manager South) lattridge@bwg.ie / 086 852 1362

www.mace.ie facebook.com/MACEIreland

instagram.com/MACE_ireland

youtube.com/MACE_ireland

twitter.com/@MACEIreland

NOFFLA NEWS

www.nofﬂa.ie

Specialist knowledge The McHugh’s off-licence group was named NOffLA Beer Specialist of the Year 2020. Here, Cathal McHugh highlights some of the initiatives that have cemented the group’s reputation for offering something a little different

Award sponsored by Guinness

Brendan Drea of Diageo Ireland presenting the award for Beer Specialist of the Year 2020 to Frank Haughton and James Carroll of McHugh’s, Malahide Road

Q: How has Covid-19 affected your business? A: Covid-19 has had a signiﬁcant effect on our business as I’m sure it has on all businesses throughout the country. When the gravity of the situation became apparent back in March, we moved quickly to create a safe working environment for our team and a safe shopping environment for our customers. We installed sanitisation stations, erected perspex screens at the counter and limited entry to ﬁve customers at a time. We split our team into two ‘pods’ that worked on alternate days and we reduced our opening hours to reduce everybody’s exposure.

McHugh’s annual craft beer project Roadtrip has this year been christened ‘No Roadtrip born under lockdown

With the pubs and restaurants closed, our footfall increased. We found that because customers were foregoing these outings, they were looking to treat themselves. They spent more on their bottle of wine. Mini kegs of craft beer were very popular. Home cocktail making increased signiﬁcantly. The sales of cocktail ingredients and accessories went through the roof. Customers were trying to recreate their ‘night out’ experience in their own homes. Q: What are the main consumer trends you are observing in your store? A: In craft beer, the Irish breweries are constantly improving and evolving. Previously customers would

ShelfLife September 2020 | www.shelﬂife.ie

have been looking to UK and US craft breweries for innovative styles but now there are very few styles of beer that are not being made excellently by Irish craft breweries. Parallel with this trend towards innovative Irish craft beers is a renewed trend towards the old classics from Belgium and Germany. Customers are really appreciating the richness and complexity of Belgian Tripels and Quadrupels and the refreshing crispness of the best German Helles. 33cl and 44cl cans are increasingly becoming the preferred container for craft beers. Over Covid times, customers have been trading up in their wine choices and we have been getting great feedback as they realise the extra quality that they get with their increased spend. I would be confident that this ‘trade up’ pattern will continue. Home cocktail making is growing. Customers are assembling their own array of spirits and liqueurs at home to allow them to be adventurous in their cocktail making. Q: What has been your favourite-ever holiday or day trip relating to the drinks industry, and why? A: In 2015 we marked our 20th anniversary in business by creating a craft beer concept called ‘Roadtrip’. The concept being that we would select one of our favourite brewery partners and collaborate on a beer that we would bring to market. For our first one, we teamed up with Rick LeVert from Kinnegar because his beers are amongst our favourites and we were his first Dublin outlet. Aidan, Frank and I went on a road trip to Rathmullan in Donegal for the brew day. We took part in every aspect of the brewing process. It was a hard, exhausting day but it was very enjoyable and memorable. We were very proud of the resulting beer - a big West

from Margaux at €350. It is an exceptional wine from an exceptional vintage. Its price is driven mainly by its rarity. We also have a library stock of rare limited release and ﬁrst release Irish whiskeys which can cost hundreds of euros. McHugh’s Malahide Road and Kilbarrack Road stores both offer excellent breadth of range and product knowledge

Coast IPA. Since then we brewed a new Roadtrip each year with different breweries. Our most recent ﬁfth edition was a Hazy Pale Ale brewed during lockdown with our close neighbours Hope Beer. They are located 700 metres from our Kilbarrack shop. In a play on words, we christened it ‘No Roadtrip - born under lockdown’. The ﬁrst batch was released in May and sold out quickly. The second batch will be canned in mid-September. Q: What is the most expensive product you stock in-store? What makes it worth the price? A: We have a handful of bottles left of Chateau Palmer 2000

Q: Do you have any predictions for the future of the off-trade industry in Ireland? Are there any areas in-store that you would like to expand or develop further? A: While the supermarkets continue to put signiﬁcant pressure on our sector with their deep discounting, I believe that there will always be a place for good specialist off-licences that offer breadth of range and product knowledge. We will revamp both of our shops over the next 12 months, We will be looking to enhance the customer in-store experience. We will upgrade all of our substantial refrigeration for beers and wines. We will improve our gifting offer. We will also be launching a new ecommerce website. Our current one is eight years old and needs an overhaul. ■

During Covid times, customers have been trading up in their choices and McHugh’s has received great feedback on the quality available in-store

PICK UP YOU R NEW FLAVOU RITE

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30/07/2020 16:37

CSNA NEWS

CSNA NEWS CEO meets Minister for Retail

CSNA has moved!

The CSNA has moved from its ofﬁce premises in the Ampersand Building on the Naas Road to its new ofﬁce in Ladytown Business Park, Naas, Co Kildare. The association’s new full address is below; the CSNA phone number remains as 045-535050. PETER GAUGHAN, national president, CSNA

CSNA, W4D1, Ladytown Business Park, Naas, W91 V8X2

Reminder: Always check contactless payments before customer leaves We would like to remind all members that when a customer is making a contactless payment, to check that the payment has been approved before the customer walks away. We have heard instances in stores where a customer Ensure all contactless payments have been accepted has made a contactless on your POS terminal before payment, walked away, the the customer exits payment has been declined and must instead be made by chip and pin. We ask that you remind your staff members of this to ensure that this doesn’t happen to you.

Alliance for Insurance Reform: Renewal checklist The Alliance for Insurance Reform has compiled an informative four-step checklist for insurance renewals. It is recommended that these areas are reviewed in preparation for your insurance renewal. View the full document on the CSNA website at www.csna.ie/renewal-checklist/.

Minister for Employment Affairs and Retail Businesses Damien English invited CSNA CEO Vincent Jennings to meet with him and ofﬁcials from the Department of Enterprise, Trade and Employment to discuss how CSNA members were managing in these troubled times. The CEO provided the minister with examples of the levels of stress and strain that all members and their employees were encountering whilst providing an acknowledged essential service. The association made the minister aware that the past few weeks have been particularly difﬁcult, not only because of the mandatory face covering rules, but also the fact that we are six months into the pandemic and do not see an early return to “normal”. The CEO asked the minister to consider the provision of a mental health programme for all retailers and staff.

Face masks/coverings

Following on from a series of queries that CSNA had requested his department to put to the Department of Health, the minister has accepted that retailers are not expected or obliged to confront any customers entering a store without a mask. Furthermore, the CEO has asked the minister to provide written conﬁrmation from the Department of Health that accepts that “extreme distress” is not a disability, something that the department has verbally asserted but haven’t committed to in writing. There is a grave concern from HR and employment law experts that an employer or shop owner could be accused of Equality Law discriminatory behaviour if they fail to accept the “right” of someone not to wear a covering due to the “extreme distress “ dispensation in the regulations.

Covid illness beneﬁt

The minister agreed with the CEO that the absence of a payment to people awaiting the results of Covid

Minister for Employment Affairs and Retail Businesses Damien English discussed the challenges faced by CSNA members with CSNA CEO Vincent Jennings

testing, either for themselves or their children needs to be addressed and committed to raising the issue with Minister Heather Humphreys at the Department of Employment Affairs and Social Protection (DEASP). The meeting also discussed the VAT reductions, the Employment Wage Subsidy Scheme (EWSS), the need to include the decline in proﬁts rather than the decline in turnover when designing relief schemes and the importance of ensuring that existing problems such as insurance, local authority rates and valuations and the struggle for survival of small and medium-sized family businesses were foremost in the minds of the department. It is refreshing to note the importance that the past three governments have given to the retail industry, culminating in the appointment of a Minister for State for Retail matters. Consultation and sharing of viewpoints are essential in an open economy such as ours. ■

Keep updated on the Covid-19 situation on the CSNA website: www.csna.ie

CSNA CONTACT DETAILS ShelfLife September 2020 | www.shelﬂife.ie

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

Our new look for a new generation. Caldesene prevents and treats nappy rash.

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SEEN AND HEARD

SuperValu launches back to school eco range SuperValu has launched a new ‘back to school eco range’, available now in 120 stores nationwide. With 250 products to choose from, the range gives parents plenty of opportunities to think green when preparing for back to school and stocking up the kitchen. It includes several products that can be used for the rest of the school year and beyond. The Banana Guard will put an end to squashed fruit at the bottom of school bags, while the Paddington Bear Beeswax Wraps are

reusable and the perfect replacement for plastic sandwich bags or cling ﬁlm. For juices and water, the Stainless-Steel Straw can be reused for years and can be easily cleaned after use. Where reusing is not an option, SuperValu wants to help customers buy products that are still environmentally friendly. SuperValu’s new own brand Paper Sandwich Bags are an ecoconscious option for sending children to school with sandwiches or snacks. The Paper Sandwich Bags are sold in packs of 30 for €2.29 and can

SuperValu’s Paper Sandwich Bags are 100% compostable

be disposed of in the brown compost bin. “SuperValu are committed to providing customers with more sustainable choice and recognise the importance of green alternatives to both our customers and the environment,” said Ray Kelly, interim managing director of SuperValu. “We will continue to work towards our goal of 100% recyclable, reusable or compostable packaging on certain ranges by 2025.”

Musgrave MarketPlace opens new Food Emporium

Ireland rugby player Seán Cronin helped unveil the new Limerick Food Emporium

Musgrave MarketPlace has unveiled its new stateof-the-art food emporium, located in Limerick City. As part of the €1.7 million transformation, its Limerick branch now features an upgraded ‘Click and Collect’ offering, which allows customers to place orders online, a colour blocking system, which aligns with a map on your trolley and a coffee area. As well as adding over 220 new products to its current range of over 10,000 products, the branch also added a bespoke butchery cutting service that is available on site. In line with Musgrave MarketPlace’s sustainability

strategy, the Food Emporium was designed to save energy and reduce carbon emissions. With the introduction of low power eco refrigeration and LED lighting, the Limerick branch has reduced its CO2 output by 99,420kg per annum, which is equivalent to the annual electricity required to run 60 homes. Opening the branch’s new Food Emporium were Ireland rugby star and Limerick native Seán Cronin, Michael McCormack, managing director and Martin Slattery, head of operations, both Musgrave MarketPlace, along with general manager for the Limerick food emporium Jim Bourke and ﬂoor manager Paul O’Donnell.

SuperValu launches compostable packaging on organic produce Nineteen of SuperValu’s organic product lines have moved to compostable packaging. Products sold in compostable packaging now include avocados, aubergine, tomatoes, ginger, sweet potatoes, fresh beetroot, cabbage, cauliﬂower, peppers, mango, butternut squash, kale, turnip and leeks, with further product lines moving to compostable packaging in the coming months. Four additional items are now also sold in compostable nets. These include onions, red onions, garlic and lemons. Compostable packaging can be disposed of in the brown bin; it is then fully broken down

once taken to industrial composting. SuperValu has been on a mission to make packaging as sustainable as possible as part of the group’s commitment to making 100% of SuperValu own-brand, fresh produce and in-store packaging recyclable, reusable or compostable by 2025. “Now more than ever SuperValu is committed to leading in sustainable packaging and ensuring we remove plastic from circulation where possible,” said Ray Kelly, interim managing director, SuperValu. “Making a positive impact in the communities we operate in is a key focus for SuperValu and we are consistently

Nineteen SuperValu organic product lines have moved to compostable packaging

making signiﬁcant steps towards our 2025 goals. The move to compostable packaging on our produce lines ensures customers can make more sustainable choices than ever in SuperValu stores around Ireland.”

Tweak’s design solution makes retail marketing faster

Tweak’s brand design solution is used by Expert Hardware, TJ O’Mahonys and Petstop, among others, in Ireland

ShelfLife September 2020 | www.shelﬂife.ie

Cloud-based brand management expert Tweak has announced an automated design solution which allows retailers to simply drag and drop products into their own brand designs. Using the Killorglin-based company’s solution, an image can automatically appear on the retailer’s page, along with its product description and current pricing. According to Tweak, creating retail marketing materials and point of sale on demand can be challenging. “The traditional design process is great for creating templates, but it’s just too slow and expensive for retailers,” explained Jerry Kennelly, founder and CEO, Tweak. “Design templates for retail should be usable by anyone on the team – and

our technology is designed to make that easy.” Tweak’s automated design has been integrated with Nielsen Brandbank. It allows Brandbank users to have their imagery searchable and usable within Tweak to create artwork in minutes for print ads, mailers, point of sale and digital marketing. The Joyce’s Supermarket group in Galway was the ﬁrst user of the Brandbank integration, which has reduced Joyce’s in-house production time for its regular 24-page mailers to a single day. “If we have a deadline to sign off, I can make changes within a few minutes of deadline, with no risk of errors,” explained Pat Joyce, CEO of Joyce’s. “Our marketing collateral is then right up to the minute.”

COMING SOON NEW IRISH START-UP ‘THE NAKED COLLECTIVE’ HAS CREATED A RANGE OF FUNCTIONAL DRINKS BUILT AROUND YOUR DAY. INTRODUCING ‘MUDE’

TAKE CONTROL OF YOUR DAY

WITH MUDE

The range consists of five functional drinks, specifically designed to help you take control of your day: Sleep, Chill, Play, Work and ImmunoBoost™. All products are naturally brewed seltzers with a unique function and flavour for different points throughout the day. These drinks are designed to support a positive and desired physical and mental change, within 5-20 minutes of consumption.

A 2019 study by independent.ie labelled Ireland as a ‘sleep deprived nation’. Skip to 2020, and Nytol’s latest research tells us that 6 in 10 adults have difficulties getting to sleep, or staying asleep, every night, with several further studies identifying stress as the main culprit behind Ireland’s sleepless nights. And, with the world experiencing new stresses every day due to COVID-19, combating poor sleep is high of everyone’s agenda.

Mude Sleep has been created to help people take control of their dreams, naturally. Perfect for defending us against the sleep-stealing effects of stress, the blend of organic chamomile and valerian root soothe you towards a restful slumber the natural way.

www.yourmude.com Brought to you by Irish start-up, The Naked Collective: powered by plants, people, and purpose www.thenakedcollective.com Tel: 01 2530870 email: letstalk@tncdrinks.com

SEEN AND HEARD

See planograms on your phone by scanning a QR code A lot of time and effort goes into the creation of a good planogram, but all too often we overlook the people who are tasked with implementing them! There’s several reasons why this happens, but the most common are usually related to communication problems The ﬁx is simpler than you think, if you take away the two biggest blockers i.e. getting the right planogram to the right people and some way of receiving feedback on what has worked/ not worked, the success rate is greatly improved! The Planomax solution allows planogram creators to upload planograms including instructions via a web portal; it also generates a simple QR code which can be easily printed or delivered to a digital SEL which is then read by any mobile phone or tablet with internet access.

This allows anyone with access to view the right planogram on their mobile device, it likewise allows registered users to feedback into the process which closes the loop and enables the creators to track the whole process. Suppliers can share planograms and related data with their retail category partners. Retailers can manage planograms more efﬁciently with their stores and merchandisers. Planomax removes all the hassle from having to print or email planograms (saving you money

Planomax converts your planograms into QR-codes that can be read by a mobile device

in paper and ink), it’s eco-friendly and it ensures your planograms will always be available to those who need them! If you are interested in ﬁnding out more, visit www.shelfstock.ie/planomax or email info@shelfstock.ie.

Gala Retail’s search is on for the nation’s inspirational heroes Gala Retail has teamed up with Virgin Media to search for Ireland’s inspirational heroes; those individuals who have made Ireland a better place with their selﬂess acts and inspirational deeds during the Covid-19 crisis. Searching for 26 inspirational county heroes, the Inspiration Awards are open to all ages. The 2020 Gala Retail Inspiration Awards mark the second year of the event. In 2019, the Overall Inspirational Person of the Year was Kate Durrant, from Blarney, County Cork, who was awarded for her voluntary work with Blarney

Community First Responders and many other associations within her community. “At Gala Retail, we want to shine a light on the amazing people who have become true heroes during life under lockdown,” says Gary Desmond, CEO of Gala Retail, emphasising how Gala stores are at the centre of their communities. Launching on Monday, 28 September on Virgin Media, and running for three weeks, Gala Retail has gifted €20,000 of prizes to the winners, with 26 county winners being awarded with luxury stays in some of Ireland’s most

Gala Retail CEO Gary Desmond with Virgin Media presenters Glenda Gilson and Laura Woods

beautiful Blue Book properties. Tune into Virgin Media from Monday, 28 September for details on how to enter or see www.gala.ie. ■

Tetra Rex Plant-based cartons ®

Globally-focused, Irish agri-business Aurivo is now using Tetra Rex® Plant-Based milk cartons for its 1.75L Organic for Us brand. The carton is om fully renewable, plant-based and made solely from ne. paperboard and plastics derived from sugar cane. The creation of this carton is driven by a desire to reduce our customers’ carbon footprint.

Make a good environmental choice, and consider Tetra Pak cartons today.

ShelfLife September 2020 | www.shelﬂife.ie

Band of brothers

Hugh and Dan Junior O’Neill, owners of Daybreak in Delgany, Co. Wicklow are on the cusp of a major revamp and rebrand to Centra in the coming weeks. They spoke to ShelfLife about the challenges and opportunities that lie ahead and the invaluable support they have received from Bank of Ireland in order for them to realise this potential.

The Delgany store is experiencing strong demand and plans to capitalise on this with a major renovation in the coming weeks

here must be something in the water in Wicklow. Brothers Hugh (28) and Dan Junior (26) possess the same unbridled enthusiasm for their business and life in general as the well-known Wicklow twins who own the Happy Pear empire. It was entirely refreshing to listen to them talking animatedly about how they love having ‘the craic’ with their customers yet in the next breath outlining their long-term highly ambitious goals for the business. Their father, Dan O’Neill already runs a successful Centra store in Shankill. Hugh says that his father never wanted to work for anyone else and this has rubbed off on the brothers who became shareholders of this store last year having worked there for years while growing up to learn the ropes. While many might recoil at the thoughts of investing during this uncertain time, Hugh and Dan Junior are completely conﬁdent that this is the right time for them. This Daybreak store opened in 2007, the worst time possible, says Hugh. “We had expected that the footfall would be a lot higher. There is a bigger demand in the area now because of new development in recent times and that has opened up the opportunity for a new concept store.”

Brothers Hugh and Dan O’Neill are excited about their ambitious goals for the business

Fresh food The Centra model is largely deﬁned by its contemporary fresh food offering and this is something that they say will be “a big leap forward” for them. “It’s a high risk move in that it’s a broader range of fruit and veg, ready meals and meats but it means that we can capture the area quite well. We will have a really strong offering and it will make this a one stop shop,” says Dan Junior. Both Hugh and Dan Junior work on the shop ﬂoor and are very much about growing their business through the personal touch. “I don’t think it’s that common to walk into a shop to have the owner serving you but that’s what we want to do. We really enjoy the interaction with the customers.” They went above and beyond to service their customers throughout the lockdown period of the Covid-19 crisis. “There are a lot of elderly people in the area so we made sure to reach out to them and let them know that we were delivering groceries every day,” says Dan Junior. Despite it adding to their work load immensely, they say they really enjoyed this extra interaction with customers. “We want a busy

The Delgany store is experiencing strong demand and plans to capitalise on this with a major renovation in the coming weeks

store and we relish the challenge that anything new brings,” adds Hugh. The revamped store will have a completely new layout which will make the store appear bigger in order to accommodate an enhanced offering. “The Musgrave and the Centra team, especially Fiona Leavy, the area manager, have pulled together a really detailed plan for working with us so it looks really good,” says Hugh. The revamp will require huge disruption to the shop for a few weeks including moving the deli from one end of the shop to the other. The deli, run by their “exceptional” manager Emily Balfe, is already an important part of the store but due to be the epicentre of the new store along with an extensive off-licence.

The deli is already a key part of the store but due to be the epicentre of the new shop along with an extensive off-licence

Bank of Ireland The brothers admit that they would not be in a position to undertake this revamp if it wasn’t for the support of their bank. While Dan Snr has a strong, established relationship with Bank of Ireland, this area of business is a new departure for the next generation. “We wouldn’t have had huge dealings with the bank up to now but we’ve built a great relationship with Ruth Lynch, business manager for Bank of Ireland, who’s helping us get this over the line. When you get to sit down face to face with someone they can understand how confident you are about your plans and beliefs for your business. Our sole focus now is on getting this store revamped and then our plans and aspirations are to acquire more stores in the future. We feel like we have the backing of the bank and they can see where we want to go,” says Hugh. With the support of Musgrave and Bank of Ireland and armed with an abundance of enthusiasm and confidence, we can foresee nothing but success for this dynamic duo going forward! ■ www.shelflife.ie | ShelfLife September 2020

The Entrepreneurial Spirit of

Pearse Lyons Brewing P

earse Lyons Brewing & Distilling has captured the heart of the nation in a relatively short space of time but some may not know that its story has been brewing since the 1950s. Founded by Pearse Lyons, born and raised in Dundalk, County Louth, Pearse descended from ﬁve generations of highly skilled coopers who supplied barrels to distilleries all over Ireland. Pearse started his own journey at the Harp Lager brewery, where his curiosity in science led him to its quality control lab. Pearse also played an instrumental part in designing what was referred to as the “New Midleton Distillery” in 1975, a highlight of his early career. Lauded by his peers, Barry Crockett, Master Distiller Emeritus of Irish Distillers, said of Lyons, “Pearse was a breath of fresh air when he joined the company. He was part of the team tasked with reviving the Irish whiskey category”. These early experiences led Pearse to become the ﬁrst Irishman to receive a Masters in Brewing and Distilling at the British School of Malting and Brewing. Pearse went back to his love of brewing in 1999 when he purchased Lexington Brewing & Distillery Co in the US. Upon seeing the boom of the craft beer industry in the United States and with the foresight for bringing success to Ireland, he purchased Cumberland Brewery in 2015 and launched the hugely popular Foxes Rock brand. Due to popularity the Foxes Rock range expanded its portfolio to

include IPA, Session IPA, Gluten free Lager, Red Ale and more recently, including the introduction of a non-alcoholic IPA, a must for today’s consumers. Spurred on by this success, the Lyons family including Pearse’s wife, Deirdre and son, Mark, commissioned a new brewery, one of the largest in Ireland, in Pearse’s hometown of Dundalk, demonstrating the families unwavering commitment to Ireland. With a state-ofthe a-rt brewing system, the Pearse Lyons Brewery is now running at full steam producing Irish-made craft beer for the local and European market. The new Pearse Lyons Brewery in Dundalk is a 100hl Krones brewhouse. With innovation very much front-of-mind, it also has a 10hl pilot brew kit where it will produce experimental beers, setting the scene on becoming the center of excellence in the craft beer industry.

Always willing to push boundaries, in 2012 it brought a unique set of Kentucky Vendome pot stills from the US over to Ireland. It was at that stage the sixth distillery to start distilling in Ireland. The Kentucky Vendome stills were so unique to Irish distilling that they have their own inclusion in Irish Whiskey legislation. In 2017 the Pearse Lyons Distillery opened its doors to the public. Set in the historic location of St James Church in the heart of The Liberties the wonderfully unique, small batch distillery has become a roaring success, already taking home ‘Best Dublin Visitor Experience 2019’ and ‘Trip Advisor Traveller’s Choice Award 2020’. Dating back to the 12th Century the church was closed for worship in 1963 and underwent various transformations until being purchased by the Lyons family. After ﬁve years of restorations led by Pearse’s wife Deirdre, Pearse brought his family heritage of brewing and distilling back to the Liberties in Dublin. There’s lots of exciting plans in the pipeline too, with a gin school set to open on the premises this year followed by a whiskey school, catering to the growing interest in distilling. Innovation and brand building are at the heart of everything done at Pearse Lyons Brewing & Distilling. Sighting the market trends, it was one of the ﬁrst to recognise the growing convenience sector, launching two new brands to cater to this market.

FEATURE

& Distilling In 2019 it launched the Míl Spritz brand to unprecedented success, followed by the launch of Ireland’s ﬁrst Hard Seltzer, Flying Flamingo in 2020. Both brands have managed to capture a wider audience, hungry for convenience, while not compromising on taste or style. Míl Spritz went on to become the drink of the season and also took home with it ‘World’s Best Brand Design 2020’. Flying Flamingo tropical Hard Seltzer became one of the top-selling Hard Seltzers in Ireland this year, hitting all trends; low calorie, glutenfree and vegan friendly. The branding of both has been a real point of note for the business, setting them apart from other contenders in the market. As you may have gathered, Pearse Lyons Brewing & Distilling likes to do things differently. Some of its distinctions include bringing the ﬁrst Single Malt whiskey to market in the US since prohibition, the Pearse Lyons Reserve. Uniquely, the Irish whiskey produced at the Pearse Lyons Distillery uses its own proprietary yeast cultivated in-house and it ages its whiskey in top-quality barrels sourced from its sister distillery Town Branch in Lexington, Kentucky. This combination has brought it many awards including ‘World’s Best blended whiskey under 12 years 2020’ for its Pearse 7 Year Old Irish Whiskey ‘Distillers Choice’. In the US, Kentucky Bourbon Barrell Ale is now the second-bestselling four-pack and the number one best-selling craft beer brand in Kentucky.

With its Irish roots ﬁrmly planted, the Lyons’ dedication to the craft beverage business and their focus on innovation truly sets them apart. They have become a driving force within the brewing and distilling world while maintaining the family values and ideals on which their breweries and distilleries were founded. Today, Mark Lyons is guiding the beverage business with energy and purpose. Like Pearse, Mark also holds a Masters Degree in Brewing and Distilling but just as importantly, he shares his father’s passion and boundless enthusiasm for the future of craft brewing and distilling. “I am honoured to carry forward my father’s legacy and entrepreneurial spirit,” said Mark, “He was a visionary who saw the great potential for craft beverages. His dream now belongs to all of us and

together with our Irish and US teams, I remain committed to growing our beverage business and ensuring that we remain at the forefront of innovation.” This year Mark Lyons was also delighted to announce the appointment of Conor Farrell as Chief Commercial Officer to look after the global beverage business. “Conor has been instrumental to the growth and innovation at Pearse Lyons Brewing & Distilling and is perfectly poised to lead the company direction in the coming years”. With over 20 years’ experience Conor has led the innovation and development of many globally-recognised brands in the brewing and distilling industry. Speaking of his new role, Conor says, “I am honoured to lead the business on behalf of the Lyons family. We have such a great portfolio of brands and visitor centres across Ireland and the US. I am very much looking forward to continuing to build the legacy and success that Pearse Lyons Brewing & Distilling has had to date.” The unwavering devotion of Pearse Lyons Brewing & Distilling has brought an exciting dynamic to the to the drinks industry in Ireland. It is constantly pushing the boundaries, experimenting and creating new products. In a relatively short space of time Pearse Lyons Brewing & Distilling has managed to expand its beverage business to be able to compete on a global scale. True to its ethos, its entrepreneurial approach to business has set it up to be disruptive, different and curious. With this approach in mind, we look forward to seeing where the next ﬁve years takes it. n

For more information or if of interest to learn more, please contact info@PearseLyonsDistillery.com or tel: +353 (0) 1 6916000.

STORE PROFILE

Despite the challenges posed by the Covid-19 crisis, year-to-date sales are up by a huge 55% at Centra Kilcoole. Here, retailer Ian Coughlan tells Gillian Hamill how a stylish new revamp has bolstered his store, which together with volunteers from the local GAA club, played a blinder in organising deliveries to the elderly and vulnerable during lockdown

Community champions M

aintaining double digit growth throughout an extensive renovation is an impressive achievement for any retailer. Not only has Centra Kilcoole managed this, but the timing of the store’s recent revamp has also proved fortuitous, with the majority of the work being completed before the onset of lockdown. Nevertheless, the pandemic obviously caused uncertainty for all retailers when then Taoiseach Leo Varadkar made his ﬁrst Covid-19 announcement back in March, and Centra Kilcoole’s owner Ian Coughlan was no different in this regard. “We had about 90% of our revamp done [when the restrictions were introduced], so it was a bit of a worrying time,” he tells ShelfLife. Fortunately, despite closing the deli for around six weeks to help ensure social distancing in-store, Coughlan is nevertheless able to report that year-to-date sales are up by an impressive 55%. This is due to both the

Alcohol sales have increased in the store in recent months

ShelfLife September 2020 | www.shelﬂife.ie

Retailer Ian Coughlan is upbeat about the future

Undoubtedly, strong planning and teamwork has helped Centra Kilcoole to navigate all the myriad challenges posed by Covid-19. In a similar fashion, although Coughlan ﬁrst bought the store some two-and-a-half years ago, instead of simply diving headﬁrst into a

renovation, he put a lot of thought into exactly what he wanted the outcome to achieve and this approach has deﬁnitely paid off. “The beneﬁt of running the store for two years before we did the revamp,” he says, “was that I knew which areas I wanted to concentrate on and which areas I felt we could get most growth out of.” The renovation involved renting two units next door to the original shop and expanding into those, which potentially made it all the more of a daunting decision. Thankfully, Coughlan says he received “excellent” support and advice from Musgrave in turning the initial concept into a reality. “It was probably well over a year in the pipeline before we did the revamp,” he says. “We had to make a decision; it was a big additional cost to take on two additional units; we had to look at the cost of rent and weigh all that up. “worked closely with Musgrave’s project manager Patrick Stanley who has carried out our last three or four store [renovations] with us, so we work very well together,” he adds, alongside praising regional managers Peter Flanagan and Fiona Leavy for their invaluable support and advice.

The Centra provides a quality coffee offering instore with the popular Frank and Honest brand

The Green Kitchen fresh salad concept is proving a hit with health-conscious customers on-the-go

STORE PROFILE

Retailer: Ian Coughlan Address: Centra Kilcoole, Main Street, Cooldross Upper, Kilcoole, Co. Wicklow, A63 E9N Staff: 30: 18 full-time and 12 part-time Size: 7,200sq ft including office/storage space and 5,400sq ft of retail space

stylish renovation attracting more customers, more frequently and a rise in sales following the closure of restaurants and pubs during lockdown. During the deli’s temporary closure, staff were redeployed onto the shop ﬂoor to help manage queues.

Careful consideration

STORE PROFILE

Centra Kilcoole traded right throughout its revamp and was able to maintain double digit growth

Whereas previously, the store was “long and narrow”, the renovation has since optimised the available space, which according to retailer Ian Coughlan, “gives the illusion that it’s much wider than it is”

In partnership with local bakery, Gran Clarke’s Fine Irish Bakery, the store delivers a panoply of appetising freshly baked goodies

Long-standing relationship

range of meal solutions and ready-prepared meals. “That works for us,” says Coughlan, “because we are a commuter village, so when people are coming home and don’t feel like cooking, we have a solution there for them.”

in very well with the Centra promotions and we think they’ve married very well together.”

In fact, the Coughlans have a long-standing relationship with Musgrave, “going back 35 years” when Ian’s father ﬁrst opened a SuperValu store. “It’s always been a brand that we’ve worked with and chosen,” he says. There are currently six Centra stores across the family’s portfolio which are separately owned by Ian and his two brothers Mark and Damian, with Ian himself in charge of the reins at Centra Drimnagh, as well as at Kilcoole. The other Centra stores in the group are all Dublin-based which gives Ian a slightly different perspective, given that he runs a village-based store in Kilcoole. “It’s a little bit different,” he says. “It’s nice being in a village where you get to know the customer that bit more whereas in Dublin we’d have more transient customers that are in and out of the shop. We have more daytime customers here in the village.” Coughlan has subsequently gotten to know his customers well, particularly some of the older people in the village and he greatly enjoys this aspect of the business. “Something that we would be concentrating hugely on here would be customer service,” he continues. “I absolutely believe in customer service and interaction between our customers and our staff. That would be our point of difference; we engage with the customers and especially some of our older customers who were nervous during Covid.”

Something for everyone The store also features an enticing ‘Green Kitchen’ concept, a fresh salad bar concept proving to be a real draw for health-conscious shoppers. “Our hot and cold salad bars are both flying for us,” adds Coughlan. “We find there’s a bit of something there for everybody every day,” he notes. “When you’re eating on your own or eating on-the-go, it can be hard to get that healthy option so that’s going very well for us.” Coughlan is likewise confident that the store can offer a strong value-for-money proposition for customers. “We would really push the Centra leaflet and all those offers,” he tells ShelfLife. “We also try and deliver some local offers as well.” “It’s not just about special offers,” adds Coughlan. “We provide a different offering; it’s a fresh offering and we’re supporting local as well. We’ve tied that

Community teamwork This emphasis on local is also very much reﬂected in the store’s involvement with the community in Kilcoole; an aspect of the shop which very much came to the fore during the Covid-19 crisis. “We sponsor the Tidy Towns initiative, the local sports clubs, the GAA club and soccer club. The GAA club were excellent during the Covid crisis,” says Coughlan. In fact, volunteers from the GAA club set up a special phone number for people to send in their orders to Centra Kilcoole and worked with staff to both get the orders ready and help deliver them. “At the height of Covid, it probably took a lot of pressure and worry off people who didn’t want to be coming out,” says Coughlan. “The GAA club were excellent in working with us on that and it’s great to be part of that community.” Now, says Coughlan, “the plans for the future are to keep building on what we have and I am very conﬁdent that the future is bright if we keep our focus on what the customer wants!” ■

One-stop-shop Indeed the lockdown period demonstrated to the locals in Kilcoole that they didn’t need to travel to fulﬁl all their grocery needs: they could do their full weekly shop at Centra Kilcoole. “What we’re saying to people is that you don’t necessarily have to go to the supermarket; you can get everything you want here,” says Coughlan. “We’ve seen a substantial increase in trolley shops which is great and that’s down to our better offering that we’re giving people. We have a very good choice here.” Going into further detail on this, Coughlan explains that grab-and-go produce is located at the front of the store, and the deli with hot and cold self-serve stations takes centre-stage. The Centra boasts 5m fridges containing a

Friendly customer service is critical for Centra Kilcoole owner Ian Coughlan

www.shelﬂife.ie | ShelfLife September 2020

ADVISOR: HR

Back to basics in the new normal CAROLINE MCENERY

managing director, The HR Suite

When a business is operationally busier than usual and resources are stretched, it can be easy to overlook the HR basics. Here, The HR Suite’s Caroline McEnery outlines how to ensure employers meet all legal obligations, while boosting workplace morale

ow that we have weathered the initial Covid-19 storm, it’s important to take stock and assess any of the basics that may have been overlooked in the past few months. Understandably, the focus recently for most has been on operating safely and overcoming the many challenges that have come in rapid succession, but it’s important to step back and look at any other potential risk areas in the business, including any HR-related risks. There are over 40 pieces of employment legislation protecting employee rights in the workplace. The onus is always on the employer to abide by the obligations set down. Here, we have set out some of the basics as a checklist for you to review and reassess.

Contracts of employment Employers are required to give all staff a basic statement of terms within the ﬁrst ﬁve days of employment to meet the requirements outlined in the Employment (Miscellaneous Provisions) Act, 2018. This is something that is often overlooked during periods when you are operationally busier than usual.

Fixed term contracts

Rechecking these pointers will not only guarantee legal compliance with employment legislation but will strengthen the employer/employee relationship

CONTACT THE HR SUITE:

If you require further information or advice on HR, please do not hesitate to contact The HR Suite’s consultants on (01) 9014335 or (066) 7102887 or email the company at info@thehrsuiteonline.com.

It is also important to review any ﬁxed term contracts of employment that may be in place to cover the initial busy lockdown period. Should an employee work beyond the end date of a ﬁxed term contract, they are deemed to be in permanent employment.

Policies and procedures All employees must be issued with a copy of the company’s policies and procedures. It is best practice to issue all policies, or the staff handbook if in place, as soon as possible after an employee commences. However, this should be no later than 28 days after commencement to comply with the above section of legislation. It is important to check all employee ﬁles to ensure that you have recorded conﬁrmation that all have received these company policies. Your staff handbook sets out the ground rules and expectations for all employees and so is vital in getting the basics of the employment relationship right. If new hires on-boarded in the past few weeks or months have not yet received induction training, this should be scheduled.

Working hours and rest breaks The Organisation of Working Time Act, 1977 sets out the rules for employee working hours, rest breaks and annual leave and the recording of same. The act speciﬁes that these records must be kept for a period of three years. It is good practice to regularly inspect these records to ensure that all employees’ working hours are in line with the provisions of the act and

ShelfLife September 2020 | www.shelﬂife.ie

to ensure that all rest breaks are being provided. Again, when organisations experience unusually busy periods, there is a possibility that this can be overlooked. Reviewing these records will identify any problem areas and allow you to put measures in place to rectify any issues.

Annual leave Now, more than ever, it is important to ensure that employees are receiving their entitlement to paid annual leave. The past few months have taken their toll on people in many ways and it’s important to remember the need for staff to rest and recharge. A check on employees’ annual leave balances should be undertaken and any employees with annual leave to take should be encouraged to do so. By reviewing this now, annual leave can be planned to ensure that it is taken with minimal operational disruption.

Public holidays The second quarter of the year had three public holidays and if the business operates on public holidays, it’s important to check that all employees have received their correct entitlements. There are varying calculations for public holidays depending on the employees’ terms and conditions and working patterns and it is important to remember that part-time employees have an entitlement to public holiday payments providing they meet certain criteria, such as having worked 40 hours in the ﬁve weeks prior to the public holiday.

Work permits Any employee who requires a work permit or who is working on a Permission Stamp (e.g. a Stamp 2 or Stamp 4) must have a valid, in-date stamp. It is essential to check the expiry date of any permits or permission stamps for non-EEA employees to ensure that you are compliant with Immigration legislation.

Probation If you have any employees who are within their probation period, it’s important to schedule regular probation review meetings. These meetings allow you to give the employee feedback on their performance to date and outline any performance areas for improvement. It also allows the employee the opportunity to give feedback on their own progress and to ascertain how they are settling into the role and the organisation. WRC inspections are ongoing throughout the Covid-19 crisis and are now being conducted online. Employer obligations must still be met. Rechecking the above not only ensures legal compliance but will ensure the employer/employee relationship is also strengthened. For advice on HR-related issues for employers, contact any of the team at The HR Suite on (066)7102887 to discuss your requirements. ■

PRIMELINE TARGETS HEALTHY BEVERAGES GROWTH NEW MARKETING MUSCLE BEHIND SYNERCHI, DEFIANT AND NOCCO BRANDS Primeline Sales and Marketing has developed a new beverages strategy, supporting high-potential brand launches in the health & wellness and sustainability sectors of the FMCG market. Primeline has developed a forward-thinking approach to brand building incorporating a full 360º marketing and activation suite with digital consumer engagement as one of the key pillars. The company has recently agreed distribution and marketing deals with two Irish-owned emerging brands in this functional beverages sector, as well as securing distribution for the Swedish-owned Nocco range, from he health and exercise-oriented No Carbs Company. Sean McNaughten, managing director at Primeline Sales and Marketing, says that water brands and healthy functional beverages are beginning to outgrow the traditional carbonated soft-drinks sector, as more no and low-sugar products are developed to meet growing demand for healthier options. “Apart from sugar reduction, more health conscious and informed consumers are looking for added functionality and purer drinks products, such as protein or vitamin content and fermented and organic formulations”. Among the new healthier options now marketed by Primeline is SynerChi, a flavoured kombucha drink which focuses on gut health and wellness. It is produced in Gweedore in Donegal and offers the health benefits of live cultures, as well as being low-calorie, certified organic, and naturally free from dairy, gluten and soy. Nutritionists believe kombucha plays a fundamental role in helping balance the gut microbiome and improving digestion. Raymond Coyle of Tayto and Largo Foods renown is the investor behind the successful new launch of the natural health drink from Ireland’s first ever kombucha brewery. The brand launched three new sparkling varieties in a 250ml can format this month, to complement an existing 330ml bottled offering; SynerChi Apple & Elderflower Presse, Ginger & Turmeric Lemonade and Traditional Cola Flavour.

Colm Dowling, Primeline Sales & Marketing retail & wholesale channel director, Sean McNaughten, Primeline Sales & Marketing managing director, Raymond Coyle, SynerChi investor and Paul Mc Inerney, Primeline Sales & Marketing brands and marketing director are excited about the upcoming plans for SynerChi kombucha cans which will be launched soon

Speaking of the launch, Raymond Coyle of Tayto Park said that in these challenging times for Irish business, he is delighted to support Irish and invest in SynerChi and the Donegal kombucha brewery. “I believe kombucha will go from strength to strength in the food health sector, as Irish consumers appreciate and value its health credentials,” Coyle said. “I look forward to working with the SynerChi team on some exciting new product lines which will help the brand become a household name.”

Paul Mc Inerney, Primeline Sales & Marketing brands and marketing director, Sean McNaughten, Primeline Sales & Marketing managing director and Colm Dowling, Primeline Sales & Marketing retail & wholesale channel director are very enthusiastic about working with Aidan Roche and the team to launch Deﬁant water

Nocco is an on-the-go alternative to traditional energy drinks or coffee, Carlotta Cattelani, the brand’s UK & Ireland marketing manager, comments. “Whilst having a credible, functional proposition, Nocco is inclusive and lifestyle driven; it doesn’t matter which sport you are practicing and if you are an elite athlete or a beginner, all that really matters is your attitude,” says Cattelani. “Goal oriented and motivated, dedicated and hungry for success; what our athletes and consumers have in common is being Nocco enough!”

EMERGING WELLNESS CATEGORY BOTTLED WATER DISRUPTOR Primeline is also logistics and marketing partner to Defiant, a new seven-times filtered still water offering, aiming to create a millennial lifestyle brand that disrupts the bottled water category. Striking brand identity and design gives the new product launch shelf-appeal, while a marketing campaign focuses on the ‘bad stuff’ in existing water choices and the proven health benefits of the brand’s purified water alternative. Defiant is a 500ml bottle of ‘100% Pure H2O’, filtered seven times to remove all materials that exist in water, including heavy metals such as arsenic, fluoride and aluminium, and other harmful substances, leaving just pure water. It is the first of its kind in the still water category, and has packaging that is 100% recyclable. Dublin entrepreneur, Aidan Roche, who owns Feel Fit Gyms, developed the new Defiant water brand and is aiming to extend into alkaline and flavoured water varieties in the next twelve months. “It has been a long 30-month journey, with a lot of learning curves to get to a product we’re truly proud of. And, being signed up to one of the biggest distribution companies in Ireland is amazing, and has opened many doors for our innovative brand”, the Defiant brand owner says. The Irish bottled water market is growing significantly and is now bigger than carbonated soft drinks, at €250m. It is estimated that 1 million people in Ireland drink two bottles of water each day. A Primeline partnership agreement is also in place for the distribution of a range of functional drinks from the Swedish No Carbs Company. Nocco beverages are sugar-free and enriched with caffeine, vitamins and branched-chain amino acids. The formulation reduces the rate of muscle breakdown after exercise and triggers protein synthesis, to help optimum recovery. The carbonated 330ml canned drinks come in four original flavours, Ice Soda, Caribbean, Tropical and Limon del Sol. Used by elite Irish sportspeople, including swimmer Shane Ryan, Nocco helps active people perform at their best, both in the gym and in daily life.

The Primeline brands and marketing director Paul Mc Inerney says the company’s unrivalled experience and expertise in FMCG marketing and logistics means it can uniquely support emerging new categories. “We offer an integrated end-to-end solution to clients launching new product on the Irish market,” says Mc Inerney. “Our longstanding sales, customer, brand building & logistics knowledge adds real value in terms of both trade relationships and consumer positioning.” The development of a dedicated beverages strategy for the health and wellness category is in line with international industry and consumer trends, where lower-sugar sales are driving value growth in the soft drinks category. A recent survey from analysts, GlobalData, found that ‘How the product impacts my health and wellbeing’ is now the second most important factor inﬂuencing consumer purchasing behaviour. The delivery of bespoke strategic sales and marketing solutions for its new stable of healthy brands will help build the wellness category in the Irish marketplace, Paul Mc Inerney says. “Right across the multiples, convenience sector, independent retail, licensed, pharmacy and away-fromhome channels that Primeline deals in, we are seeing more and more consumer demand for functional foods and beverages and more healthy options in general.”

Sean McNaughten, Primeline Sales & Marketing managing director, Colm Dowling, Primeline Sales & Marketing retail and wholesale channel director, Rebecca Hoban, Nocco marketing activation manager and Paul Mc Inerney, Primeline Sales & Marketing brands and marketing director getting ready to refuel with Nocco, the new functional drink enriched with BCAA

INTERVIEW

Eoin O’Sullivan, sales director and Patrick O’Sullivan, purchasing director at M&P O’Sullivan

Logical leaps Following the news that Cork-based M&P O’Sullivan had acquired the assets of Brennan’s Caterworld back in July, Gillian Hamill caught up with purchasing director Patrick O’Sullivan to learn more about how the company’s current expansion plans aim to build on its illustrious past

n July, Cork-based food wholesale business M&P O’Sullivan Ltd (M&P) made the business headlines, when it acquired Brennan’s Caterworld assets and trading names, following the business’ entry into liquidation the previous month. Although specific figures for the deal were not disclosed, ShelfLife understands the investment to be in the region of €400,000. The merger of two of Cork’s oldest companies added the catering supplies business to M&P’s wholesale portfolio, which also includes Homestead, White Hat and Red Abbey, bringing the group’s product range to over 15,000 lines. M&P also currently operates 30 Gala Retail and Your Stop franchises, with 1,500 active customers who order weekly across their frozen, fresh, ambient, alcohol, packaging and minerals ranges. With so much happening at the business at present (not withstanding the challenges posed by Covid-19), ShelfLife was delighted to have the opportunity to speak to one half of the dynamic duo currently holding the reins of the company. Namely, purchasing director Patrick O’Sullivan, who runs the business together with his cousin, sales director Eoin O’Sullivan.

Developing Gala franchise As the photographs displayed on these pages illustrate, M&P has a truly rich history within Ireland’s wholesale and grocery sector, stretching back four generations to 1905. One of the group’s more (relatively) recent milestones was that back in 1998, M&P was one of a group of Irish wholesalers, which according to Gala Retail “had the vision to develop a new style of convenience retailing, that positioned Irish communities at the heart of its operations: Gala was born.” As Patrick O’Sullivan explains: “Gala was set up by us. My father did so along with 15 other wholesalers; they developed a franchise model because that’s the way the market was going at the time. They were starting to see the emergence of all the other leading franchises ShelfLife September 2020 | www.shelflife.ie

in the market and being independent retail distributors, we knew we had to come up with a solution, so Gala was developed by the wholesalers, for the wholesalers as a brand to enable them to compete in the market against the other big competitors.” It’s a move that the family certainly hasn’t regretted, given its plans to grow its own portfolio of Gala and Your Stop franchises further. “We’re hoping to add approximately five stores within the next 12 months,” says Patrick. “It’s definitely something that we’re always progressing. The Gala brand seems to work extremely well for our customers; it’s a relationship that works well for everybody.” Without a lengthy chain of command moreover, the cousins have the advantage of a quick and nimble approach when it comes to making decisions across all areas of the business. “Myself and Eoin are extremely hands-on,” says Patrick. “We speak daily to suppliers and customers ourselves. We can make decisions extremely quickly. Unlike other people, the power is in our hands and that personal touch can be lost in other businesses but it’s something that we are very proud of and that we will continue going forward.”

Excellent strategic fit Speaking of going forwards, the company

is now planning to expand the retail space of its Sarsfield Road warehouse in Cork by approximately 3,000 square foot to accommodate the Brennan’s Caterworld product range, and create a showroom for its full product portfolio. “Brennan’s Caterworld is an excellent strategic fit for M&P and will strengthen our existing wholesale business,” says Eoin, noting that M&P previously distributed a small line of its catering supply products, which had proved popular with customers. With an annual turnover of €3 million, Brennan’s Caterworld is undoubtedly a sage acquisition for the business, with its own heritage stretching back even further to 1872. “We are cautiously optimistic about the hospitality industry,” adds Eoin, “and are focused in particular on the quick serve and takeaway restaurant business, which is experiencing significant growth since the start of the Covid-19 pandemic.” As well as the fact that quick serve and takeaway sectors fared better than other areas within the hospitality industry during lockdown, the improved performance of retail grocery “cushioned the blow” at a time when the company’s “core foodservice business did take a bit of a hit,” according to Patrick. “Within retail, we gained a lot of market share and we gained a lot of new customers during that time,” he adds.

Two years ago, M&P O’Sullivan invested in new temperature-controlled warehousing and a fleet of temperature-controlled delivery vehicles

INTERVIEW

Several months after starting his own wholesale and delivery service in 1905, founder Paddy O’Sullivan saw a shop with a to let sign in the window on Princes Street and established a wholesale base from which to work from Guests at the opening of M&P O’Sullivan Tobacco Factory, Mary Street, Cork on 7 May 1927

The trend away from little-and-often shopping to the one big weekly shop, has actually benefitted small, community retailers, according to Patrick. “Obviously some stores close to the city centre have suffered, but overall our customers have done extremely well,” he says. “From the start, they’ve had good grocery ranges and they continue to do so and spend is subsequently up in our stores. When people are calling to a business, they’re willing to spend that bit more,” he continues. “They’re not willing to go to five or six different shops to get their grocery shop. They seem to be shopping in our customers’ stores a lot more.”

Takeaways taking off Takeaways likewise flourished during the lockdown period which was good news for M&P’s Red Abbey range. When ShelfLife was researching its background, we came across a 2015 Cork Independent article which reported that beef dripping was performing well for the business, which sold 30-40 pallets of the product each month. We were curious to hear if this was still a strong performer, and the answer is a definitive yes. Patrick explains that the Red Abbey range was developed some seven years ago specifically for the takeaway market. “We began with beef dripping, 160 tonnes of that a year,” he says. “We also developed into the sauce market three years ago and that’s absolutely booming for us, in both 10 litre buckets and 1 litre bottles. We’re looking at a rebrand next year of all the sauce bottles, and we’re potentially looking at adding a couple of new different products to that range next year, so it’s been a huge success for us. Red Abbey obviously comes from where we had our first tobacco factory, back in 1910. That’s where that name comes from, so it’s one that we hold close to ourselves and we’re very proud of that brand. It has done extremely well; we’re very protective of it but it’s definitely something that we will be pushing on next year.” Indeed, the business appears to be “pushing on” on all fronts. The acquisition of Brennan’s Caterworld followed on from a significant investment, two years ago, in new temperature-controlled warehousing and a fleet of temperature-controlled delivery

vehicles. M&P currently employs 60 people and fortunately was able to retain a full workforce throughout lockdown. “We did have two part-timers that we furloughed at the time but we kept all our full-time staff on the payroll the entire time. Our purchasing and sales teams did an amazing job during the lockdown of finding the product that was selling, buying it and getting it out to the customer. “We are extremely competitive,” Patrick continues. “It all comes down to buying volume and selling volume and that’s something that we’re capable of. The supermarkets have the marketing team behind them and they can shout the loudest about [value] but our customers can still match the prices.” Patrick is clearly proud of the substantial growth the business has achieved in the past five years and he is confident this will continue. “I know there’s a massive potential in our business,” he says. “I’m happy to say that I look forward to coming to work every single day. We’re always growing and challenging ourselves and improving and getting better

and better at what we do.” That said, sustainable growth that doesn’t leave the business “over-stretched” is the order of the day. “Look, we’re already servicing a large part of the country,” he says. “We’re already servicing Munster, and significant parts of Connacht and Leinster. The national picture is always on our minds but we’re growing at a sustainable rate. That’s what we’re about is taking logical leaps and not over-stretching ourselves. We certainly will be looking at the national picture. We would service Munster daily and Connacht and Leinster three to four times a week and we are looking to go further afield in the next matter of years but we will do so when it makes sense. “We are optimistic and we understand that nothing is certain; particularly at the moment in this current climate, but we are confident that what we’ve seen in a short-term basis in the recent times is that businesses are bouncing back strong so we imagine that trend will continue to occur,” he adds. “It may take a slight step-back at a certain stage but I think it will continue to grow and we wouldn’t have invested in our foodservice business if we didn’t think that.” n

Factory Opening 1928’: Paddy O’Sullivan (left) founder of M&P O’Sullivan Ltd oversees President Cosgrave (centre) and guests including Mr. P. McGilligan, Minister for Industry and Commerce during a visit to M&P O’Sullivan Tobacco Factory, Mary Street, Cork on 30 September 1928

In 1939, fuelled by continuing growth, the company bought the premises of the Victoria Palace Dance Hall at Victoria Cross to expand storage. In 1985, an adjacent site was purchased, trebling the amount of warehouse space. The company then moved to its current location in 1999, a 45,000sq ft state-of-theart warehouse in Wilton, Cork

Significant growth

www.shelflife.ie | ShelfLife September 2020

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26 STORE PROFILE

Safety ﬁrst

Following the successful revamp of their Nenagh, Co. Tipperary store, Sean and Shane Mulrooney tell Julia O’Reilly how Gala Retail has helped them grow at a challenging time

ack in November 2005, Sean and Shane Mulrooney leapt at the opportunity to take over Londis, Nenagh, Co. Tipperary and convert it into a Gala store. “We were quite green at the time,” says Shane, “we had only just started in retail in 2001 so it was a quick learning curve to say the least!” This response reﬂects a modesty in Mulrooney, who later adds: “That was our third store, we’d previously had two others.” Today, the Mulrooneys have ﬁve stores altogether, with four in Tipperary and one in Offaly.

Changing times The duo were clearly up to the job: “It’s been 15 years and we’ve been trading here ever since,” Sean tells us. In that time, the 2,000sq ft site has gone through many changes, the biggest of which came last year when the Mulrooneys undertook a massive renovation. “Since 2005 we’d only done one other revamp, and it was just a small cosmetic change,” says Shane. “But this was a fullblown revamp. We wanted to update the store to align it with the new contemporary Gala image. ShelfLife September 2020 | www.shelﬂife.ie

“We changed the entrance of the shop, added a sit-down area, got new counters, shelving, ﬂoors, ceilings, LED lighting, and refrigeration. I don’t think there’s anything left from the old shop,” he adds with a laugh. “It’s all new. We wanted to make the space as economical as possible.”

Latest concepts

Gala Retail operations executive Sandra Nicholson, store owner Shane Mulrooney, store manager Gillian McLaughlin and store owner Sean Mulrooney

STORE PROFILE

Mulrooney’s Gala Address: Nenagh,, Co. Tipperary Retailers: Sean and Shane Mulrooney Size: 2,000sq ft Staff: 23 full and part-time

“Between Gala Retail and our wholesaler BWG/4 Aces, we were guided throughout,” says Sean. “They provided us with support on what to do at each stage of the revamp. It was invaluable really.”

Trading through renovation Luckily, the team were not forced to close their doors during the renovation. “We were able to keep trading throughout because we

The site also boasts the latest Gala category concepts, including a Galato ice cream station, New Street Deli and Coffee Junction, as well as an expansive fresh food range. “We have all our own fresh food lines in store, which is unique in our area,” says Shane. We offer freshly made dinners, salads and spider fridge produce. We also have our own bakery in Roscrea where we make fresh scones, breads, and rolls for the deli. We also do our own occasion and take-home cakes.” It is apparent that the Mulrooneys had ample The store showcases an appetising New Street Deli offering support during the process: and Coffee Junction, as well as an expansive fresh food range

STORE PROFILE renovated it bit by bit,” Shane notes. “We only lost around a day’s sales in total during the whole revamp, so it wasn’t too bad at all. “It was section by section, night and early morning work. I might as well have been living there for a while,” he laughs. “A revamp is an experience in itself and we were delighted when it was ﬁnally ﬁnished.” Just as things settled down in the Nenagh store however, the onslaught of Covid-19 took its toll on the operation.

Impact of Covid-19 As was the experience for many retailers, Mulrooney’s Gala saw a drop in sales when the country went into lockdown. “Our sales deﬁnitely took a hit,” says Shane. “People weren’t travelling or were afraid to go out. They’d only come out to get the bare essentials.” To contend with the challenging circumstances, the store temporarily limited its trading hours. “We had to reduce hours a bit at the start, but once things started picking up, we were back to full hours again. “After about six to eight weeks, we started to notice a change,” he adds. “The big pull has been groceries. We found ourselves getting two big grocery deliveries a week, whereas we would usually just get one big delivery and a smaller top-up delivery. It’s been a very challenging time, but now we’re practically operating at our normal levels - just in different categories.” “All this time, we have been trying to look after the welfare of our staff,” says Shane. “We have 23 part and full-time staff, so our priority is to make sure they, and our customers, are looked after.” Staff were ﬁtted in masks or face shields, precautionary signage was erected, and a maximum of 12 shoppers were allowed in store at any given time.

“We made sure we implemented all the necessary social distancing policies and were operating in the safest way possible.”

Support Gala Retail has been on hand to provide the team with guidance during this tough time, a move that was clearly appreciated by the Mulrooneys.

The store beneﬁted from an extensive renovation last year, with the addition of a sit-down area, new counters, shelving, ﬂoors, ceilings, LED lighting, and refrigeration

Excellent feedback

The Mulrooneys have their own bakery in Roscrea where they make fresh scones, breads, and rolls for the deli, as well as serving up their own occasion and take-home cakes

“Between Gala and BWG/ 4 Aces, we’ve been kept up to date with the latest updates and government changes,” Shane tells ShelfLife. “As soon as an update is announced, myself and Sean receive emails detailing what that means for us. It’s great because we can then pass that information onto our team. “When the folks from Gala were able to get out on the road again, they were able to walk around our store, assess things, and see if we were missing out on anything,” he continues. “We’ve got good support on all sides, we’re very lucky.”

“We’ve stepped up to the plate and the feedback we’ve got from customers has been brilliant. Footfall has increased, I think because people feel more at ease with our safety procedures in place. We’ve had several customers say they’re been trying to avoid large supermarkets for the time.” Few retailers would disagree with Shane when he says that customer service is a top priority in his line of work. “If something

Team effort

Mulrooney’s Gala boasts the latest Gala category concepts, including a Galato ice cream station

The Mulrooneys have nothing but admiration for their hard-working Nenagh team, which is helmed by store manager Gillian McLoughlin. “Gillian’s been brilliant, especially during the big projects that have been going on over the last while,” says Shane. “When we were doing the revamp last year, she was so hands-on and always made sure that protocol was being followed. It was no surprise then that when Covid-19 hit, Gillian ensured that we were up to date and adhering by the policies that Gala and the government had set for us. “Sean and I aren’t in the store every day, so it’s great to know that we can rely on our stellar team. I’m very appreciative of the work they’ve put in,” Shane adds. “It’s been a hard time, but fair play to them because they’re doing great.” While things have not been easy, he is proud to say it has been worthwhile as customers have responded positively to all they’ve done.

Customers can pick up a freshly served Lavazza coffee at the in-store Coffee Junction, alongside some tasty treats

goes wrong, you’ll hear about it tenfold. But if you have good customer service, it has a boomerang effect, customers will come back again and again. That’s why when Covid-19 broke out, it was so important to us to ensure that we had everything in place to keep our customers as safe as could be.” “With Covid-19, it’s impossible to predict what’s going to happen,” says Shane thoughtfully. “But if there is another big spike, we’ve already laid the groundwork here. We have all the procedures in place now. Our staff have been trained, and we have proved to our customers that we take the health and safety measures seriously. “For now, our plans for the future are to continue to run our shop to the highest standard, and to make sure it remains safe for our customers and staff.” ■ www.shelﬂife.ie | ShelfLife September 2020

Retail Convenience 2020 H1 Insights Grocery & Convenience sector demonstrated unflinching commitment to customers and communities during unprecedented trading conditions in H1 2020.

Summary •

Unprecedented Growth: Exceptional growth delivered by grocery retailers linked to Covid19 related demand. Shopping behaviour and frequency patterns favoured larger operators in the Irish market.

•

Customer Goodwill: Sector response to pandemic; supporting communities and vulnerable in society has generated goodwill and trust towards retailers and their staff.

•

Investment: Store revamp activity was paused for a large proportion of H1 2020 due to Covid19 restrictions. Retailers are now re-commencing revamp and store purchase proposals. Bank of Ireland continues to actively engage and support grocery retailers with investment plans.

Sector Developments – H1 2020 Key Numbers •

25%: Grocery sales increase in 12 weeks to 17 May 2020 per Kantar.

•

76%: Increase in online grocery sales v H1 2019. A significant shift in consumer behaviour driven by necessity, albeit from a low base.

•

25%: Growth in sale of Irish products in-store per Nielsen (May 2020) as Irish consumers become more provenance and traceability focused.

•

73%: Increase in hair colorant sales in the 12 weeks 17th May – reflecting Covid19 specific requirements underpinning sales growth.

•

1000%: Sales increase in hand santiser in week ended 8th March – health and safety will continue as a priority for the Irish shopper in their store/retailer preferences.

Key Activity in the Sector in H1 2020 •

Despite exceptional demand, the overall grocery supply chain proved robust; a testament to the contingency plans in place by Irish grocery operators/wholesalers.

•

Proactive initiatives put in place to protect both staff and customers; Perspex screens, Rota re-alignment, contactless payment increase etc. Strong sector collaboration with Government and Health & Safety Authority.

•

Shopping patterns have reverted to the “Big weekly grocery shop”. This has led to a negative impact on gross margin percentage as less impulse/more considered shopping behaviour emerges.

•

Retailers are continuing to implement pragmatic succession planning structures to ensure that appropriate long-term value is delivered from their business. Covid19 has been a catalyst for some retailers to investigate future options.

2020 H1 Key Trends •

Strong growth in take-home grocery sales linked to Covid19 customer requirements and behaviour. Growth of 25% delivered in the 12 weeks to 17 May 2020 per Kantar; the largest growth recorded in 15 years.

•

Supervalu, Dunnes and Tesco continued to compete strongly for the no. 1 spot in grocery market share with Aldi & Lidl maintaining a strong foothold in the Irish market. Supervalu is now the largest grocer benefiting from its extensive community focused store network and online capability.

•

Covid 19 has driven a large divergence in performance amongst convenience focused operators. Neighbourhood stores (Centra & Eurospar) have reported a strong performance whereas many city/town centre and forecourt stores have seen a significant deterioration in footfall linked to increased working from home practices etc.

•

Approval Activity Value % Approval Activity Value % 2020

Approval Activity Value % 2019

11%

The Irish consumer now expects a frictionless/accessible shopping experience linked to health and safety and progressive retailers are continuing to invest in omnichannel strategies and technology (click & collect/on-line loyalty clubs) to drive improved engagement opposite their customers and employees.

12% 44% 33%

Refinance

26%

40%

27%

Freehold Purchase

Revamp

Working Capital

Sector Developments: Investment and Consolidation

Bank of Ireland is regulated by the Central Bank of Ireland.

•

Tesco has continued its contraction strategy by selling its operations in Thailand, Malaysia and Poland in recent months. Cork man, Ken Murphy will take over as Tesco Global CEO in H2 2020. (Source: Checkout Magazine, June 2020))

•

Musgrave was granted planning permission in April for a new Supervalu store in Newcastle, Co Dublin continuing the brand’s recent expansion in the Dublin commuter belt region.

•

A number of key executive appointments have taken place in H1 2020 – Niall O’Connor has been appointed MD of Aldi Ireland & Shane Flynn has been appointed MD of Avoca by its parent Aramark group. (Source: Shelflife Magazine, June 2020)

•

Consumers continue to have a key focus on food provenance and healthy options. This demand is being met by expansion/ investment from Fresh the Good Food Market and Nolan’s of Clontarf amongst others. Musgrave has signed an exclusivity agreement with The Happy Pear for the island of Ireland and BWG has launched a healthyeating guide in conjunction with the FAI.

•

A significant pipe-line of funding activity developed in H1 2020 despite Covid19 impact with revamp / freehold purchase accounting for c45% of approvals as progressive Irish retailers seek to future-proof their business.

Retail Convenience 2020 H2 Outlook A continued up-weighted focus on customer/staff safety, health and wellness. Margin preservation key linked to change in consumer behaviour.

2020 Key Numbers •

€300k: Level of investment from Centra to promote “Guaranteed Irish” brands as part of a new partnership.

•

1,200: The reduction in carbon emission tonnes which Tesco aims to deliver from its partnership with Green Generation, a Kildare based green energy operation.

•

9: The number of expected new stores unveiled to the Irish market by Aldi in 2020 under the stewardship of new MD, Niall O’Connor.

•

€6m: Level of Funding raised by Buymie an Irish firm led by Devan Hughes to expand its online grocery platform across Ireland and UK. Recent partnership signed with Co-op stores in UK.

•

76%: The percentage of people who now use contactless weekly per statistics from the Irish Banking and Payments Federation. (May 2020)

2020 H2 Retail Convenience Sector Outlook •

Robust Outlook: Overall a resilient sector to economic shocks; no renewed restrictions will be key for footfall re-instatement in high convenience and forecourt stores.

•

Funding Activity: Strong active pipeline of store purchase and revamp proposals– retailers recognise that customer experience/ excellent standards will be key to attract and retain market share.

•

Partnerships: Increased collaboration/partnership agreements between grocery retailers and producers/restaurants/foodservice operators expected.

Market •

•

Significant revamp programme rolled out in H2 2020 nationwide by leading grocery operators as the ever more discerning consumer seeks excellence in store standards. Increased volume of activity linked to restrictions in H1 2020. Detailed analysis pre and post revamp will be an imperative to ensure that maximum return on investment is delivered via sales mix improvement, margin growth and cost saving.

•

Increased collaboration/partnership agreements between grocery retailers and producers/restaurants/food-service operators expected as they seek to provide a healthy/nutrition focused differentiation point for the Irish consumer.

•

The long-term model adopted by high convenience and Forecourt retailers will be examined – can they effectively pivot towards grocery top-up and/or a hub for people working from home through increased delivery capability?

•

Corporate social responsibility linked to sustainable and environmentally friendly in-store activities will be a key area of focus for all retailers – energy efficient equipment, elimination of single-use plastic, improved recycling facilities and reduction of food waste.

•

All retail businesses will need to focus strongly on margin preservation in H2 2020 linked to functional/more considered shopping behaviour.

Funding Activity •

Revamp activity to restart linked to a proactive revamp strategy from progressive retailers nationwide (subject to no further Covid19 linked restrictions)

•

Store sale activity primarily linked to succession planning will continue to develop in 2020. Leasehold retailers will continue to see opportunities to purchase the freehold interest of their stores.

•

Refinance activity projected in the sector in H2 2020 linked to exiting banks and loan book purchasers seeking to deleverage.

Bank of Ireland •

As Ireland’s leading business bank, we recognise that we have a unique opportunity to support our customers and to enable Irish businesses and the communities we jointly serve to thrive.

•

Our proven financial capabilities and appetite, combined with comprehensive sector expertise, provide us with a strong platform to meet the funding requirements of Irish retailers.

•

We understand the investment cycle, including the need for regular expenditure to maintain growth and profitability in this dynamic sector, and we have a strong appetite to support progressive, innovative retailers in the further development of their businesses in 2020.

Bank of Ireland is regulated by the Central Bank of Ireland. This document has been prepared by Bank of Ireland for informational purposes aonly. Not to be reproduced, in whole or in part, without prior permission. Any information contained herein is believed by the Bank to be accurate and true but the Bank expresses no presentation or warranty of such accuracy and accepts no responsibility whatsoever for any loss or damage caused by any act or omission taken as a result of the information contained in this document. You should obtain independent legal advice before making any decision.

Owen Clifford

Head of Retail Convenience

Email: owen.clifford@boi.com Mobile: 087 907 9002

Owen joined Bank of Ireland in 2015 as Head of Retail Convenience. Owen previously worked for Musgrave Retail Partners Ireland where his role involved supporting independent retailers to maximise their profitability and to develop long-term, sustainable business models. During this time, Owen developed significant knowledge of finance, operations and legal / regulatory requirements specific to the retail convenience sector. Owen holds a BA in Law and Accounting from the University of Limerick and is a Fellow of the Institute of Chartered Accountants Ireland and an Associate of the Irish Taxation Institute and previously held roles with Pricewaterhouse Coopers and Deloitte.

Sources: ShelfLife magazine, Checkout magazine, Kantar, Nielsen, Irish Banking & Payments Federation.

30 CATEGORY FOCUS Confectionery

Hot Beverages

So sweet!

Confectionery

Canned Foods

Breakfast

Hard Seltzers

With Christmas on the horizon, now’s the time to check you’re stocking the latest confectionery innovations and brand extensions alongside the fun, novelty items and gift boxes that are sure to create a buzz in-store

he Irish sweet tooth may well be legendary but it’s certainly not just the stuff of legend! Per capita consumption of chocolate confectionery is still very high in Ireland compared to Western Europe as a whole, Euromonitor reports. In fact, after Germany and Switzerland, Ireland is the third largest consumer of chocolate in the world. The healthy snacking trend has nevertheless seen big players introduce low-sugar versions of chocolate confectionery. The rise of veganism has also led manufacturers to develop options suitable for vegan and vegetarian customers, as well as gluten-free options for coeliacs. And with Christmas just around the corner, manufacturers have been working hard to ensure their festive portfolios can still generate excitement and emotional engagement in what has been a particularly tough year for consumers, not to mention options for the rise of the ‘working from home’ coffee break occasion and indulgent, little pickme-ups.

Outperforming the market While the past few months have proved challenging for the total confectionery market, Nestlé has continued to outperform the market and drive value sales growth. This has been achieved through strong growth across take-home formats and new product innovation across single packs. Earlier this summer, Nestlé introduced a completely new way for consumers to enjoy the colour and fun of Smarties, with the launch of Smarties Bites, discshaped milk chocolate sweets each containing mini Smarties and available in both a single and sharing bag. Maria McKenna, marketing manager, Nestlé

ShelfLife September 2020 | www.shelﬂife.ie

Ireland Confectionery describes it as ‘Smarties reimagined’ and a tasty new way of enjoying this well-loved brand. Within sugar singles, Rowntree’s Fruit Gums have relaunched from a tube into a bag format with softer fruit shaped sweets included within the mix.

Smarties Bites are disc-shaped milk chocolate sweets each containing mini Smarties; a completely new way to enjoy the colour and fun of Smarties

While Nestlé Confectionery’s number one brand KitKat first launched a chunky variant in 1999 it has, over the years, seen KitKat Chunky frequently innovate to deliver exciting flavours including Peanut Butter, Hazelnut, Coconut, and Salted Caramel Fudge. This month sees the return of two of the brand’s most popular flavour variants – KitKat Chunky Cookie Dough and KitKat Chunky Mint. KitKat Chunky Cookie Dough features a crisp wafer finger coated in a thick layer of cookie

KitKat Chunky Cookie Dough features a thick layer of cookie dough ﬁlling with chocolatey pieces

dough filling with chocolatey pieces, all covered in a layer of thick KitKat chocolate. Meanwhile, KitKat Chunky Mint features a crisp wafer finger covered in moreish mint flavour milk chocolate. KitKat Chunky Mint is a limited edition and with just one production run planned, the brand advises retailers to stock up while they can. The KitKat brand will be celebrating the ultimate collection of Chunky flavours with an outdoor and social media and broadcast campaign that will also include KitKat Chunky Milk and KitKat Chunky Peanut Butter. Prefilled displays will be available to highlight this campaign in-store. New for Christmas 2020, the KitKat Santa is a novelty shaped chocolate single that doesn’t just taste delicious, but will no doubt be in high demand as it is also gluten free. Within the biscuit category, KitKat is launching two new flavours to its two-finger range – KitKat Chocolate Hazelnut Spread and KitKat Honeycomb, both of which are sure to prove popular, especially with the increase of the ‘working from home’ coffee break. Munchies are already one of Nestlé Confectionery’s most popular sharing bags no doubt due to new variants such as the Munchies Cookie Dough and Munchies Chocolate Fudge Brownie and launching next month the Munchies White Chocolate variant. Aero, a brand renowned for its unique bubbly texture continues to see double digit share growth YTD and this is set to continue following the recent launch of the rather indulgent Aero Caramel sharing block. White chocolate fans will also welcome the arrival of a Milkybar Cookies & Cream sharing block from the leading white chocolate brand.

Aero has also extended into gifting with Aero Bliss, a box of individually wrapped, smooth milk chocolates filled with a cocoa, salted caramel or praline aerated centre and delicious chocolate pieces. Fans of Quality Street will no longer have to wait until the festive season for a taste of their favourite treat as Nestlé has launched a new premium gift offering - Quality Street Intrigue. These individually wrapped chocolate truffles take the essence of Quality Street and have added a contemporary twist. With two variants, Salted Caramel and Chocolate Praline, these make the perfect gift whatever the occasion. Prefilled displays and point of sale material are now available to drive additional in-store visibility. Quality Street will be supported with an extensive advertising campaign across TV, outdoor, social and digital in the run up to Christmas. Other new news in Nestlé’s seasonal range includes the After Eight Gin & Tonic & Mint limited edition, a ‘spirited’ take on the number one after-dinner mint. With such a focus on bringing new news to the confectionery market, Nestlé Confectionery looks set to continue driving value share growth into the category.

Nestlé’s new premium gift offering, Quality Street Intrigue, features individually wrapped chocolate trufﬂes

CATEGORY FOCUS Confectionery

Confectionery

Canned Foods

Breakfast

Hard Seltzers

Hot Beverages

The gift of bliss

The marketing campaign for Cadbury’s Match & Win promotion will feature a host of famous faces

Match and win! Cadbury is working with Arsenal F.C, Chelsea F.C, Liverpool F.C, Manchester City F.C, Manchester United and Tottenham Hotspur F.C, to offer consumers the chance to win thousands of football related prizes. The competition is running from 22 August until 15 November across packs of Cadbury chocolate, including Cadbury Twirl, Cadbury Boost, Cadbury Wispa, Cadbury Crunchie and Cadbury Double Decker and a range of formats such as singles, tablets, bags, and multipacks. To enter, shoppers will need to buy any participating Cadbury product, visit the matchandwin.co.uk website, and enter the barcode and batch code to receive a personalised score for an upcoming football game. If the predicted score matches the actual match score, they are guaranteed to win a prize. Prizes include VIP Matchday experiences, match tickets and Club Shop e-vouchers. Players such as Harry Kane, Cesar Azpilicueta, Joe Gomez, Kieran Tierney, Aymeric Laporte, and Aaron Wan Bissaka will feature in an extensive advertising campaign to support the competition. This will also include POS material, out-of-home advertising, social media support on Cadbury’s social media channels and partnerships with Balls.ie and Off The Ball. For more information, visit www.matchandwin.cadburyfc.com.

Maintaining its position as the number one boxed chocolate brand, Lindt Lindor continues to outperform the market, achieving double digit growth of +11.9% and holding a market share of 15.7%. Lindor’s success comes not only from the much-loved classic Lindor milk recipe but also through its continual innovations to the market which excite and delight shoppers. This autumn welcomes the launch of the latest edition to the Lindor cornet range: Lindt Lindor smooth melting salted caramel chocolate truffles. 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: certain to be a hit this Christmas. For Christmas 2020, Lindor Salted Caramel will join the exciting Lindor line-up of flavours and formats. From the classic milk cornet in a variety of sizes to the wow impact gift of Lindor Maxi Ball 550g, the new Lindor 400g Assorted Tin, to the prewrapped understated elegance of the Lindor gift box 287g, Lindt has Christmas gifting covered, with a format for every occasion. As market leaders, Lindt will deliver a massively up-weighted national support plan this Christmas behind the Lindor brand, with Lindor TV advertising returning to screens from October and a strong push in-store with premium point of sale and display. Lindt Lindor 200g retails at €6.99 and the Lindor Gift Box 287g retails at €12. *(Source: AC Nielsen 52 weeks; Market Pralines - Data to 9th AUG 2020 - MAT)

Sparkling sales Ferrero is launching an array of new products across its seasonal product portfolio of novelties, ﬁgures and boxed chocolates for Christmas 2020.

Ireland’s leading boxed chocolate brand, Lindt Lindor continues to outperform the market growing by +11.9% and holding a market share of 15.7%

Lindt Lindor Salted Caramel features a milk chocolate shell with salt crystals ﬁlled with an irresistibly smooth melting caramel centre

As Christmas is such an important time for the confectionery industry, Ferrero has worked hard to offer the right products that meet the different shopper missions and needs, and will help retailers to grow their sales during this period. “In addition to the popular established lines, we have been developing a number of new products to offer for Christmas 2020,” says Levi Boorer, customer development director at Ferrero, who is conﬁdent Ferrero’s bestselling all-year-round products together with new seasonal launches will help to excite shoppers.

period. Ferrero Rocher, worth €2.19m at Christmas in Ireland*, will look to build on its strong position in the boxed chocolate category, by launching a marketing campaign. Raffaello will also look to build on its strong performance in the boxed category, having grown by 17.4% over the Christmas period last year**. Following the revitalisation of the range in 2019, Thorntons Classic will be introducing new and remastered ﬂavours ahead of Christmas 2020, with revamped recipes for Nutty Caramel, Tempting Toffee and Creamy Fudge as well as the inclusion of a new Orange Blush option. Thorntons Continental also had an impressive Christmas 2019, with the Continental Winter Markets proving popular with shoppers. Thorntons Continental will help retailers to build on this success by introducing remastered recipes for its Hazelnut Milano and Viennese Deluxe selection.

Thorntons Classic will be introducing new and remastered ﬂavours ahead of Christmas 2020

“Despite the recent challenges we have all faced, Christmas remains a time for families to celebrate,” he adds. “We’re optimistic that we can still deliver the same levels of emotional engagement in the shopping moment - regardless of how and where the celebrations take place this year. We are continuing to monitor the Covid-19 situation, ensuring our festive plans are in tune with the situation.”

Adult seasonal confectionery

The Match & Win competition will run across a range of formats such as singles, tablets, bags, and multipacks

ShelfLife September 2020 | www.shelﬂife.ie

Ferrero has a long-established association with the boxed chocolate category at Christmas, with many shoppers associating the Rocher, Collection, Raffaello and Thorntons ranges with celebrations during the festive

Kinder Surprise is returning this Christmas with a new exciting range of festive toys

Kids confectionery “As the number one kids confectionery brand, Kinder is synonymous with Christmas,” says Levi Boorer, “with our offering of novelties and ﬁgures helping to add extra magic throughout the season for shoppers.” Kinder Surprise will build on the successful performance of its popular 75g Santa ﬁgure, with the addition of new toys in the form of eight festive friends that can all link up to make one big team. A 36g version will include models of Santa, a penguin, a snowman and a bear.

Make your sales

blissful with

Irelandâ&#x20AC;&#x2122;s No.1 Boxed Brand NE

S A LT E D

STOCK UP NOW! Lindt Master Chocolatier since 1845 *Source Ac Nielsen 52 weeks to 9th August 2020

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34 CATEGORY FOCUS Confectionery

Calendars The advent calendar category is a key sector for retailers to drive sales in the build up to Christmas. Kinder will be refreshing the look of its 135g advent calendar, after it was the third most popular advent calendar in Ireland last Christmas***. Following the strong launch of the Ferrero Collection Advent Calendar in 2019, Ferrero will be introducing an additional new façade design to the range. The Collection advent calendar is set apart from other calendars on account of its unique opening and premium range of Ferrero Rocher, Raffaello and Rondnoir products within.

*(Source: Nielsen, Total Xmas Coverage, 18wks to 29.12.2019, Boxed Chocolate Database) **(Source: Nielsen; Total market 18 weeks to 29.12.2019; 18W Christmas Boxed Chocolate Product Range Raffaello) ***(Source: Nielsen ROI, Total Christmas Kids confectionary, 18 weeks to 28.12.19)***

Ireland’s sweet sensations Now more than ever, we know the importance for Irish consumers, retailers and businesses to support each other during these challenging times. By supporting Irish brands and companies and by shopping local we are all working together to rebuild

All the favourites including jellies, sour sweets, bonbons, and liquorice pencils, can be found in a bag of Sonas Sweets

the economy and support Irish businesses and jobs. For retailers looking to support Irish brands in their store, Ampersand’s confectionery range ticks a lot of boxes.

Sharing happiness Sonas Sweets is Ampersand’s Irish sugar confectionery brand that was developed and launched back in 2018. The word “Sonas” comes from the Irish word meaning happiness, and Sonas Sweets bring a little happiness and sunshine to Irish consumers every day! The Sonas Sweets range includes a €2 mix-up bag and a selection of €1 hanging bags which has now been extended to 23 different varieties since its launch. The Sonas Sweets range

has all the favourites including jellies, sour sweets, bonbons, and liquorice pencils. The 100g hanging bags are a perfect treatsized portion priced at €1. Ampersand is also extending the €1 range further in September with some gluten free options and promotional packs offering 25% extra free. The Sonas Sweets 230g mix up bags are also packed with the highest quality jellies and are great for sharing and on-thego convenience. They are ideal for after-school treats or car journeys and as the bags can be resealed it means they don’t have to be eaten in one sitting.

Steeped in Irish heritage Cleeve’s Irish Confectionery is the longest established surviving Irish confectionery brand manufacturing today in Ireland. Ampersand re-launched the brand in 2018 after a 30-year absence much to consumers’ and retailers’ delight. Cleeve’s is an iconic Irish brand fondly remembered as being an integral part of Ireland’s confectionery industry for most of the 20th century. Today, Cleeve’s 2,000 sq m factory is located in Newbridge, Co Kildare and employs 22 people in the factory and supports Irish

jobs right throughout the supply chain. The new confectionery line distributed by Ampersand features a quality range of delicious milk chocolate confectionery, bars, toffee and caramel products, which continue the Cleeve’s tradition of using the ﬁnest Irish dairy ingredients, a tradition dating back to 1882 when the Cleeve brothers ﬁrst established the business in Limerick. Cleeve’s Irish Confectionery is a Guaranteed Irish brand that is steeped in Irish heritage and gives consumers the opportunity to re-live nostalgic memories with the older generations and create new memories with the younger ones while also supporting Irish brands and jobs in the process. If you are interested in stocking Sonas Sweets or Cleeve’s Irish Confectionery, get in touch with your sales representative or call the Ampersand sales line on 01-4130150 or email info@ampersandsales.ie.

Something for everyone There are several leading brands featuring in the Shelton portfolio, including Look-O-Look hanging bags and Candy Take-Aways, Walker’s Non-such Toffees, PEZ

Confectionery CATEGORY FOCUS

Pez is an iconic brand which creates special Christmas memories for young and old

The Look-O-Look Candy Pizza can be merchandised in pizza-oven ﬂoor stands

Walker’s Double-Chocolate Toffee Tubs are also proving an online favourite, and with 200 x 10c pieces per jar, it is a fantastic sale in-store or online at €20. As they are also gluten free, they make a great treat for those with a gluten intolerance too. More and more people are looking for vegan, gluten-free, vegetarian products, and Pimlico 200g gift boxes of delicious Fruit

Chocolate coins are always a great Christmas favourite too, and take up residence in many Christmas stockings. New for 2020 are nets of Elf and Friends milk chocolate coins with stickers, with a great RRP of €1.20. Always a family favourite, Zaini’s range of ﬁlled Cloth Christmas Stockings feature many Disney licences such as Mickey & Friends, Toy Story 4, Frozen 2 and Marvel Heroes. These fun stockings containing chocolates and surprises can also be used year after year. Disney characters are always

Confectionery

Total FMCG average

Unplanned 52% 27%

26%

Zaini’s Cloth Christmas Stockings feature a host of children’s favourite Disney licences

Campbell’s Shortbread tins featuring cats and dogs will make fantastic gifts for animal lovers

How do we buy CONFECTIONERY?

Triggered by a display

Pimlico’s Fruit Jellies, Wine Gums and Jelly Babies in 200g gift boxes, make an ideal festive treat

Confectionery

Elf and Friends milk chocolate coins have an enticing RRP of just €1.20

It’s always nice to spoil yourself with a tasty treat to share with your favourite cuppa. Launching in time for Christmas, Cupido’s luscious Belgian dark ChocoMallows will make your customers feel just a little more special. With a launch RRP of just €2.99, they are set to become an annual Christmas favourite. And just to ﬁnish off the cuppa, consumers can also enjoy an indulgent Cupido Irish Whiskey & Cream or Cupido Gin Chocolate. Both options deliver great value at just €3.50 for 150grm, and so it’s not surprising that the Gin Chocolates were one of Cupido’s best sellers in 2019.

Canned Foods

Jellies, Wine Gums and Jelly Babies are fantastic sellers all year round, and especially so at Christmas time.

Campbell’s Shortbread is Scotland’s oldest bakery. To celebrate another special year in business, Campbell’s is introducing a special edition set of octagonal tins featuring fabulous family pets. Products with cats and dogs are always great gift ideas, and these tins will look perfect on any dressing table, shelf or coffee table. Recommended to retail at €5.95, they should also prove to be a great online addition to any retail website. These products are all available from Shelton, based in Rathcoole, Dublin. Contact Shelton at 01-401 8455, or email so@shelton.ie. ■

Breakfast

dispensers, Trolli, Zaini Italian Chocolates, Hamlet and Cupido Belgian Chocolates, Cavendish & Harvey Travel Tins, and Lutti from France. Caring is sharing – especially these days. The Look-O-Look Candy Pizza ﬁts the bill perfectly for a family night in, or for a picnic treat, so long as everyone can agree on who gets the last tasty piece! In-store pizza-oven ﬂoor stands are available to help to display this Candy Take-Away favourite, and online sales are growing substantially every day.

Cupido Irish Whiskey & Cream and Cupido Gin Chocolate options both offer strong value

Hard Seltzers

Cleeve’s Irish Confectionery features a quality range of milk chocolate confectionery, bars, toffees and caramels

Hot Beverages

very popular gifts, and often start children on a long-term adventure gathering collectibles across toys, ceramics, games and more. In creating and capturing such memories, Pez is an iconic brand which helps deliver such an experience for many people, both young and young at heart. Pez dispensers will be available in special Gift-Boxes and Surprise Bags for 2020.

10%

Data: survey of 16,492 Irish shoppers carried out Nov 2019-March 2020. Reports available in 91 categories.

On promotion 38%

27%

At checkout 21%

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

www.shelﬂife.ie | ShelfLife September 2020

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36 CATEGORY FOCUS Canned Foods

Can do attitude Canned foods are a cupboard staple and used as the base for most home cooked meals. Canned foods saw a peak in sales this year especially during lockdown as people tended to stockpile long lasting and non-perishable goods

It’s currently the ideal time to launch Batchelors Hoops and Shorts, given the high demand for convenient and tasty meal options for the whole family

he pandemic has had many unforeseen consequences, one of which is an increase in people returning to scratch cooking, creating double digit growth in the category. Also as people are turning to healthier lifestyles and trying to reduce meat consumption, beans, pulses and soups are featuring more on people’s shopping lists.

with Angela Harding,

grocery marketing manager, Valeo Foods

Q: How has the canned foods category performed since the onset of the Covid-19 pandemic and how has the Batchelors range performed within this? Are consumers buying more cupboard staples? A: Like many categories, canned food has been impacted by the Covid-19 pandemic. We saw very strong growth in the category in March as consumers stockpiled but interestingly, we have seen double digit growth continue since then. We believe this is down to the greater number of in-home meal occasions driven by working from home, home-schooling, less out of home options and more people staycationing in Ireland this year. The Batchelors brand is out-performing market averages across our range of beans, peas and pulses. We believe that our trusted cupboard staples will continue performing strongly in the months ahead. Q: What is the marketing strategy for the newly launched Batchelors Spaghetti range? A: One of the key gaps we had in our Batchelors portfolio was in the canned pasta segment. We were consistently getting feedback from consumers on social media and through research that they would love to have a canned pasta option with that renowned Batchelors taste. We are delighted to bring Batchelors Spaghetti Hoops and Spaghetti Shorts to the market. This is the perfect time for this product to launch, with demand high for convenient and tasty meal options for the whole family. To support the launch of Batchelors Spaghetti Hoops and Shorts, we needed a fun idea that would grab the attention of our target audience – families. Our launch campaign is built on a very simple idea – Batchelors Hoops and Shorts ShelfLife September 2020 | www.shelﬂife.ie

are two products that are exactly the same but incredibly different. So, we decided to ask the ‘experts’ – the children of Ireland, what they thought. Does the circular shape of Hoops make them taste yummier or does the straightness of Shorts make them taste better? Are they the same or are they different? Our launch campaign for Batchelors Hoops and Shorts begins in October and will run for four weeks. This cross-platform campaign, including VoD, radio, outdoor and digital, will raise awareness for the new range and will encourage trial of the two products as we ask people ‘Can you taste the difference?’ Q: How has the growing consumer emphasis on health and wellness of recent years contributed to the development and evolution of the canned foods category? A: The growing importance of health and wellness for consumers has impacted the category in many positive ways. Firstly, we have seen the steady growth of the ‘no added sugar’ segment across beans and peas. Batchelors has a significant share of the no added sugar segment of the category and this has been growing ahead of the standard segment for a number of years. This range of products gives consumers the benefits of watching their sugar intake with no compromise on taste. We have also seen an increase in people returning to scratch cooking. This is helping consumers to reappraise the category and rediscover the benefits of canned foods as the perfect ingredients to help them build satisfying, nutritious and tasty meals. Finally, as the trend towards flexitarianism

becomes more mainstream, people are exploring how they can include more plantbased meals into their repertoire. Our range of pulses are the perfect addition to traditional recipes as a meat replacement. Similarly, our range of baked beans are a great option for a quick and tasty meal or snack as they are a great source of protein and ﬁbre. Q: How important is supporting Irish brands to consumers? A: Since the outbreak of Covid, consumers have a renewed sense of supporting local Irish brands and businesses. We are seeing this across our portfolio of brands in Valeo but in particular with brands like Batchelors that are synonymous with Ireland. Batchelors has been an Irish family favourite since 1935. Batchelors products have been produced in Dublin for over 80 years with our current factory in Cabra, Dublin supporting jobs in the local economy for decades. It was here that our famous ‘secret’ tomato sauce for our baked beans was developed with Irish palates in mind. It is this local emphasis that we believe makes us Ireland’s favourite baked beans. ■

The launch campaign for Batchelors’ news Hoops and Shorts begins in October and will run for four weeks

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38 CATEGORY FOCUS Breakfast

The breakfast club At a time of great uncertainty, it has never been more important for consumers to start the day right with a healthy, nutrition-packed breakfast. This month, Julia O’Reilly reports on the top offerings from brands that tie in perfectly with the latest consumer trends

reakfast has long been heralded as the most important meal of the day. As such, it’s no surprise that when it comes to breakfast foods, Irish consumers see health and nutrition as chief concerns. While demand for nutritiously healthy foods such as muesli and granola have grown in recent years, cereal remains the most dynamic product type in the category. In part, it is the versatility of cereal that is behind this growth, as various demographics turn to the product type to meet their specific needs. Health and wellness trends have made their mark on cereal. Consumers often seek out certain nutritional benefits from breakfast cereals or look for products that are suitable for their dietary requirements. This comes from Euromonitor Ireland’s latest report on the category, entitled ‘Breakfast Cereals in Ireland’, published in November of last year. When it comes to options for children, parents are now more clued into health and wellness than ever before, meaning healthy formulations are key. According to a Euromonitor report from 2018, as parents become more conscious about their children’s diets, especially with child obesity being on the rise, children’s breakfast cereals is one product type that is under scrutiny. The levels of ingredients such as sugar, salt and fat in products which target children specifically are being watched closely by parents to make sure that the products comply with the diets they apply to their children. That’s not to say that consumers aren’t interested in indulgence. Indeed, a Mintel report titled ‘The Future of Breakfast Cereals: 2020’, noted that there has been serious innovation within the cereal category, as brands turn to unique colours, shapes and flavours for consumers

ShelfLife September 2020 | www.shelﬂife.ie

looking to treat themselves. Given the level of competition within the category, Mintel noted that providing an exciting product is becoming more and more important for brands. Ultimately, these opposing trends have led to brands attempting to ﬁnd the right balance of health and indulgence. Mintel added that in the longrun, the trends to watch include gut wellness, and sustainability, which it said is changing to encompass the entire product lifecycle - from sourcing to disposal.

Latest innovation from Glenisk is high in protein, a source of ﬁbre, high in Vitamin D, gluten free, contains 0% fat, and has no added sugar

Gut for you! They say that breakfast is the most important meal of the day and now there is even more choice when it comes to healthy options with the launch of the new Quark range from yogurt brand, Glenisk. This latest innovation from Glenisk offers a range of thick and creamy strained yogurt that is high in protein, contains 0% fat, no added sugar, a source of ﬁbre, high in Vitamin D, and is gluten free. Through its unique blend of ingredients and the help of the bacteria strain Lactobacillus Rhamnoses, Glenisk’s Quark range also supports gut health – a growing concern among consumers amid the continued

demand for functional health foods – and will help support continued growth of the brand and wider category. The Quark range is available in 150g and multipack 4x100g formats, with four ﬂavours: Perfect Peach, Mango & Passionfruit, Coconut & Vanilla and Luscious Mixed Berry. The low-calorie range, with just 53-56 calories per 100g, is currently stocked in retailers nationwide. This no-added-sugar Quark range was launched with an exclusive partnership with Kathryn Thomas and Pure Results, offering customers the chance to win a range of exclusive ﬁtness prizes with Ireland’s Premier Health & Fitness Retreats.

Morning refresh! Tropicana’s delicious and nutritious array of 100% fruit juices continues to refresh Irish consumers every morning whilst offering them an easy and convenient way to consume one of their ﬁve a day. Packed with vitamin

Tropicana Original Orange with Juicy Bits

C, Tropicana also helps to contribute to the reduction of tiredness and fatigue. Louise Priestman from PepsiCo Ireland said: “We know that life can be extremely busy, so much so, we often struggle to stay on top of a healthy lifestyle! However, at Tropicana we’re all about making the most of your mornings by including our great tasting 100% fruit juices as part of the breakfast occasion.” Earlier this year Tropicana sponsored ‘This Morning’ on Virgin Media – a four-month sponsorship to help brighten up consumers’ mornings whilst they were breakfasting at home. Later into the summer Tropicana also activated a large scale on pack promotional campaign offering consumers a chance to win €10,000. This campaign was supported with TV, digital and in-store point of sale. Priestman added: “As we look ahead to the Christmas period, we are really looking forward to seeing the launch of our Christmas festive packs on retailers’ shelves across the country.”

Tropicana Smooth Orange with No Bits

W E N

RRP €1.99

STOCK UP NOW TM, ®, © 2020 KELLOGG Company | Special K Protein Granola Fusion is a source of protein which contributes to the growth and maintenance of muscle mass. Enjoy the Special K range as part of a varied, balanced diet and a healthy lifestyle

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40 CATEGORY FOCUS Breakfast

Making progress Flahavan’s, Ireland’s favourite porridge brand, has continued to maintain its market leadership position in the hot oats category in 2020, with over 56%* market share - a testament to its consistent quality, strong brand communications strategy and the loyalty of its consumer base. Traditional porridge remains at the heart of the company’s business in Ireland, with Progress Oatlets and Organic Porridge experiencing the strongest growth in the ﬁrst half of 2020 as a result of shifting consumer habits, including a rise in home baking as well as more time spent at the breakfast table as working from home became the new normal. Larger bag formats recorded strong growth as consumers moved to purchasing larger pack sizes during their less frequent shopping trips. With its 235-year oat-milling heritage, Flahavan’s commitment to local sourcing and its strong family values underpins everything it does. According to Kantar, Irish consumers demonstrated a strong preference toward trusted brands during Q2 2020, with branded products recording 33% growth** during this period versus 17% uplift in private label sales. It is clear that during times of crisis, consumers rely on well-known local brands to deliver consistent quality. Health remains at the forefront of consumers’ minds when making choices around breakfast and Flahavan’s continues to stay close to consumers through ongoing research to help understand their changing needs. As a result, the company expanded its no added sugar Hi8 Muesli range to include Date & Coconut in 2019 and while the new variant continues to gain traction with consumers, Hi8 Original out-performs all other competitor muesli products in multiple retailers. Flahavan’s is committed to innovating and expanding its range in 2020 to offer more variety to health-conscious consumers seeking to reduce their sugar consumption. Its new range of no added sugar, veganfriendly Oat Drinks launched in August 2020 and sees the brand move into the new plant-based drinks category. As oat experts, the move into this new market represents a natural step for a brand with such established heritage and oat-milling expertise. The three new varieties include Vitamin Rich, Organic and Barista and are targeted at younger

ShelfLife September 2020 | www.shelﬂife.ie

the extra added value of vitamins and minerals that the grains bring. For recipes, visit www.irishpride.ie/our-recipes.

So fresh it’s famous Pat The Baker is offering consumers an abundance of taste and extra bite at breakfast time with Pats Toasty. For those looking for something different, Pat the Baker has a range of morning goods freshly baked every day. Try its Potato Farls, which are made the old-fashioned way, topped off with a poached egg. For a real treat, its mini pancakes can be toasted and served with maple syrup with a side of fruit. Its baked scones are ready to eat hot or cold, and can topped off with butter and jam for a classic breakfast. For all additional products visit www.patthebaker.com.

The ultimate full Irish Flahavan’s Progress Oatlets experienced strong growth in the ﬁrst half of 2020

audiences choosing plant-based products for lifestyle and dietary reasons. *(Source: Kantar Market Data, 52 Weeks to 14 June 2020) **(Source: Kantar, FMCG Panel, 12 week June 2020)

Slice of life Bigger is better at Irish Pride. Available in 800g and 400g, Irish Pride Big Toast is an extra thick white sliced bread that is perfect for breakfast, lunch or as a tasty snack.

Irish Pride offers its customers versatility when it comes to ﬂavour, health and choice. Consumers can enjoy extra crunch in their toast with its delicious healthy grain bread. Packed full of goodness with a wonderfully malty taste, its unique linseed and kibbled wheat recipe brings something different. This bread is also cut thicker to provide a perfect crunch. More healthconscious consumers can enjoy Irish Pride’s multigrain big toast with all the goodness in taste and

Rudd’s specialises in premium Irish pork products

Rudd’s is best known for its dry cured rashers, pepperysoft puddings and scrumptious sausages all made to traditional farmhouse recipes. That’s why a Rudd’s Fry-Up is a must have for a weekend family treat. Rudd’s is always bringing out new and exciting products such as its all new Rudd’s BBQ ﬂavour sausage with 80% Irish pork content, last year’s muchloved chorizo white pudding and its pudding roulades in recent years. What’s more, Rudd’s shows no sign of stopping with many exciting product innovations to be launched in the coming months. One thing is guaranteed, no matter the mealtime, you can

STOCK UP NOW! *Naked Lean is 40%lower in kcal and 40% lower in sugar than smoothies on average. ÂŠ2019 Naked Juice Co. **Nielsen Extended Scantrack Value Sales MAT 09.08.20

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42 CATEGORY FOCUS Breakfast

always be sure that ‘Great Meals Start With Rudd’s’. The Irish brand specialises in the production of pork products and prides itself on being Ireland’s premium Bord Bia approved breakfast meats brand. Rudd’s was born in the historic town of Birr in 1973 and remains there to this day.

Creating unique breakfasts The cereal category is worth £77 million in the UK’s total impulse category, up 15% year on year*. Convenience stores have played an incredibly important part in people’s lives since lockdown and this boost looks likely to continue. Having a well-stocked breakfast category with all the core and top-selling cereal brands has never been more important as people look to purchase more day-to-day items from their local stores. Weetabix has invested a significant amount in researching the breakfast opportunity during the lockdown period. Breakfasts at home have clearly become the norm during this period – 98% of breakfasts are now in the home** and cereal has been the real winner, firmly establishing itself as the breakfast product of choice, while other categories have remained flat. People have had more time in the mornings to create a more unique breakfast, but consumers are still looking for a convenient starting point, which is why cereal has been so popular. Cereal brands have done really well during this period suggesting people were looking for familiar products during a period of uncertainty. Weetabix Original has performed well (+1.8m year-onyear***) and sales for Weetabix Minis Chocolate have risen 44%****. “Even with lockdown easing, people’s work routines have changed,” says Darryl Burgess, head of sales, Weetabix. “More people are now expecting to spend more time at home – as a result we expect cereal sales to remain strong in the months ahead. “Consumers have returned to cereal because of its versatility – it’s quick and convenient but can also be personalised with additional toppings and different milks, which taps into the trend for personalised breakfasts,” adds Burgess. “That’s why we’re giving our Any-Which-Way-ABix campaign a boost as we look towards the back to school period, as part of our £11 million marketing investment.”

ShelfLife September 2020 | www.shelﬂife.ie

Younger people have also returned to the breakfast table, with a 2.8% increase in cereal consumption compared to 2019.***** A recent study has found that younger people have found the lockdown has helped them reconnect with their family as the cook and enjoy more mealtimes together - and that they wish to continue this going forward******. *(Source: Total Impulse, Nielsen 52 we 13 June 2020) **(Source: Dipsticks Consumption Tracker. Sample size 1,000 per wave / *Includes Muesli & Granola) ***(Source: Nielsen 12 w/e data 13th June 2020 / *Kantar 12 w/e data to 14 June 2020) ****(Source: Kantar Worldpanel to 14 June 2020) *****(Source: Dipsticks Consumption Tracker 2019 vs 12 weeks Lockdown end March to June 2020) ******(Source: Guy’s and St Thomas’s Charity and the Bite Back 2030 healthy eating charity, studied over 1,000 14-19 yrs)

Stocking the top-selling products Weetabix is still the UK’s number one breakfast cereal brand* and a must stock for retailers, offering a nutritious choice to start the day. Weetabix Original is and will always be, a low sugar cereal, and the brand has all green trafﬁc lights on pack to make it easy for shoppers to make a healthy choice. Personalisation of cereals is a growing trend and something Weetabix has tapped into with its Any-Which-Way-A-Bix campaign, which encourages consumers to share their unique Weetabix creations. Stocking dried fruit toppings and different milks near the cereal aisle is a great way to encourage this personalisation and boost basket spend. Ready Brek is now a £10 million brand and is celebrating a phenomenal period – it’s the fastest growing product in the cereal category - a must-stock for retailers’ breakfast shelves and can now be found in over two million households nationwide**. The brand also advises retailers to stock Alpen, the UK’s number one muesli brand, with the Alpen brand worth over £60 million. To

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BREAKFAST CATEGORIES

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01 Milk

01 Bananas

cereals/bars 02 Breakfast cereals

03 Bacon

03 Natural/Greek Yoghurt

04 Wrapped Bread

04 In Store Bakery

05 Butter and Spreads

05 Baby Milk/Food

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Milk

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Chilled Fruit Juice

Coffee

Tea

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Natural/Greek Yoghurt

Exotic Fruit

Data from survey of 16,492 Irish shoppers, carried out Jan-March 2020. Data available for 91 FMCG categories.

ensure Alpen’s health credentials are front of mind, the brand has recently had a pack refresh to highlight important nutritional messaging. Don’t forget Weetabix Crispy Minis, which have recently been reformulated to reduce sugar, as well as Weetabix Chocolate and Weetos. Another key product, especially with taste and chocolate being big drivers of consumption at breakfast time. Breakfast drink Weetabix On The Go should also be included as part of the core breakfast collection, according to the brand – these can be stocked in the chiller to increase your offering for the on the move meal occasion, as well as ambient for shoppers looking to pick up a product to consume at a future breakfast occasion.

Merchandising advice Retailers should ensure they’re stocking a variety of products, focused on a core range of best-sellers. Weetabix states it always work closely with retailers to ensure that the

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

brand’s product range works for them – this includes different pack sizes and price marked packs. PMPs are a major growth area for convenience stores, as consumers increasingly look for reassurance on value. The Weetabix PMP range covers a range of SKUs across its cereal and drinks portfolio, at a range of price points. “We work hard to ensure that our price marked packs offer competitive shared margins,” says Burgess. Weetabix On The Go, the UK’s number one breakfast drink, can be stored in both the ambient and chilled departments and the brand believes there is a huge opportunity to grow the breakfast drink market by improving visibility in-store. Weetabix recommends that singles are stocked in the chiller section to cater for the ‘buy now – eat now’ consumers, while multipacks are great for the ‘planners’ – those who might be buying for the week ahead. ■ *(Source: Nielsen data to 30 November 2019) **(Source: Kantar 52 we 11.09.19)

FOOD FOR THOUGHT 43

Rethinking food packaging Stephanie Poole, business development and retail manager, north west food packaging, Sealed Air

ustainability continues to be a priority for shoppers. A July 2020 report by PwC shows 43% of consumers internationally expect businesses to be accountable for their environmental impact. Businesses are subsequently eager to switch from plastic packaging to alternatives they believe are ‘greener’. However, without the proper consideration, this can actually lead to companies swapping to packaging which is less sustainable due to lower levels of protection and compromised food security. This is especially true when packaging fresh, short shelf-life foods such as meat and fish. Similarly, not properly thinking about all of the different performance characteristics and wider benefits of plastic packaging can see companies make the wrong choices when swapping. They can actually end up switching to materials and systems that have higher carbon footprints.

Taking a proper look at plastic It is, undoubtedly, important to address plastic waste. At the same time, it’s just as important to separate issues of disposal, littering and waste during the consideration of a packaging material. This can help avoid misconceptions about material choice and also ensure the wider performance benefits of high performance plastic packaging are properly evaluated against alternative options. Such an approach can help food processors and retailers to realise that not all plastics are the same.

Importance of protective barrier Some companies may begin their journey to being more sustainable by opting to use less plastic in their food packaging. This can lead to a preference for single layer plastics such as Low Density Polyethylene (LDPE) and cellophane. On first inspection, this can seem like a logical step. There’s an assumption a single layer will use less volume of material than multi-layer plastic packaging and that it is more straightforward to recycle one type of plastic, rather than a composite of different resins. Consideration of the single layer must move beyond this initial view to determine the barrier performance of the packaging. LDPE can provide a good barrier that’s resistant to water but not so effective in keeping air out, which can result in oxidation. This can cause discolouration, browning of food and degradation of vitamins and nutritional values.

With food processors and retailers striving to enhance sustainability, Stephanie Poole of packaging expert Sealed Air urges the industry to place a focus on food security and shelf-life as an effective approach to reducing waste and improving resource usage The consequence of this could be higher volumes of food wastage, proving expensive for businesses and more detrimental to the environment. Cellophane works in almost the reverse to LDPE. It’s very good at preventing the movement of oxygen but ineffective at holding water. If a food processor or retailer is packaging fresh meat or fish, they may need to consider the risk of juices leaking. As well as spoiling food quality and presenting a threat to health, leaks can cause further wastage through cross-contamination of other products. A multi-layer plastic barrier can overcome the different challenges of a monoplastic layer by offering excellent resistance to oxygen and other potential contaminants such as moisture, humidity and aromas. In addition, the comprehensive multi-layer barrier can be highly resistant to punctures and tears. This combination of performance protects food security, extends shelf-life and minimises waste. The benefits of a multi-layer plastic barrier can all be realised alongside high levels of recyclability and lower levels of material usage. For example, Sealed Air’s Cryovac brand Darfresh rollstock packaging uses around 25% less plastic compared to market standard skin packages, is made using up to 30% of postconsumer recycled PET and is specifically designed for recycling.

Paper in perspective Another alternative to multi-layer barrier plastic packaging is paper and fibreboard. These options have become a popular choice for some food processors and retailers because the materials are commonly recycled, which increases their appeal amongst consumers. If companies are looking to make this switch, they should consider that these materials offer little or no gas and moisture barrier properties. This reduces their effectiveness in maintaining food quality and safety and reducing food waste. It’s also important for companies to think about the brand experience of these alternatives. The barrier of paper and fibreboard is less effective in preventing leaking juices, ripped packaging and the ability to contain strong aromas. All of these factors can be off-putting for consumers and negatively impact sales. As well as a drop in revenue, it can also quickly lead to higher levels of waste and mean paper and fibreboard

food packaging can have a much larger carbon footprint than first anticipated. High performance packaging needs to protect both food security and help to properly present the food being sold. Consumers want food that’s safe and looks appetising to eat. To achieve this, paper and board packaging will often be treated with some form of protective coating or lining, which can seem like the ideal solution. It appears to enable companies to satisfy demand for more recyclable materials, whilst addressing barrier challenges. If food processors and retailers go down this route, they must check what this means for recyclability. In many cases, the coating and lining will need to be separated from the paper or card for it to be recycled. This is not always possible or practical for consumers, risking disruption and waste caused by noncompatible materials accidentally entering the recycling stream. Furthermore, companies should also consider how treated paper and card are perceived by consumers. If people make food purchases believing the packaging to be recyclable, when in fact it is not, this can affect trust in a brand. Shoppers are understandably sceptical of being mis-sold to and will quickly alter their purchasing behaviour.

Taking a circular view Overall, a holistic view needs to be taken towards food packaging when considering alternatives and this should focus on performance that protects food security and extends shelf-life. This will genuinely help to enhance sustainability. For more information, visit https://sealedair. co.uk/en-gb/packaging-protects. n

Sealed Air’s Cryovac brand Darfresh rollstock packaging uses around 25% less plastic compared to the market standard

www.shelflife.ie | ShelfLife September 2020

Confectionery

Canned Foods

Breakfast

Hard Seltzers

Hot Beverages

44 CATEGORY FOCUS Hard Seltzers

Shaking up RTDs The most fashionable product to hit the alcoholic drinks market in recent years, hard seltzers are growing in popularity at a rate of knots. With low calories, zero sugar, and light refreshing fruit flavours they are appealing to younger consumers and giving the drinks industry a real boost

or those of you unfamiliar with the new phenomenon that is hard seltzer, it is a type of drink containing carbonated water, alcohol, and often fruit flavoured. Hard seltzer products generally use either neutral spirit or fermentation of fruit to create an alcohol volume of around 5%. For these reasons, they appeal to the younger market, those who are health conscious, yet want variety and interesting flavours to choose from when socialising with friends. According to Nielsen, in 2018, hard seltzer sales were worth $210 million in the US but by 2019 they had reached $1.2 billion and the latest figure shows sales have now reached $2.5 billion, suggesting that there is no sign of hard seltzer’s popularity slowing down. In fact, in the US off-licence category, White Claw is now bigger than both Budweiser and Corona in dollar sales. It also has a higher household penetration

than most of the biggest beer brands in the States. With an increased penetration of in-home drinking, the opportunity for offsales of innovative new products is at an all-time high. People are beginning to socialise in a new way and off-licences are being challenged to push new creations and tap into the younger market. With a broad range of companies from craft breweries to alcohol conglomerates vying for a slice of this new lucrative category, there are dozens of new brands, each with its own interpretation of what constitutes the perfect, lightly ﬂavoured, gently sparkling alcoholic beverage. Brands such as previously mentioned White Claw, Loki & Co, Barefoot and Flying Flamingo are enjoying huge success both at home and abroad. Many are marketing the brands as natural, gluten free, vegan friendly and low calorie, all buzzwords that sell products to a younger

At A Glance: Hard Seltzers

generation in particular. Consumers are increasingly looking to moderate their alcohol consumption and are looking for drinks that match their lifestyle, without impacting on their ﬁtness goals or missing out on social occasions. Light and refreshing, made with natural ingredients, hard seltzers are seen as a healthier alternative to beers, wines and spirits. After huge success in America, hard seltzers are now making their mark on the Irish and UK market so if you haven’t done so already, it’s time to make room on your shelves for this exciting new category.

Triumphant homecoming White Claw Hard Seltzer, America’s most successful new alcohol brand in a generation, landed back on Irish shores in June. We say back on Irish shores because White Claw Hard Seltzer was actually developed here, so this launch has an extra special

place in the hearts of the team at the company’s Dublin-based head office. White Claw has pioneered the hard seltzer category in the US and is now the number one brand in a category worth over $2.5 billion, with over 50% market share. Putting it into perspective, in the US off-licence sector, White Claw Hard Seltzer is now bigger than both Budweiser and Corona in dollar sales. It also has a higher household penetration than most of the biggest beer brands in US. The success of the brand has been led by a clear understanding that consumers are demanding products that complement their active and more balanced lifestyles. White Claw Hard Seltzer is made from the finest natural ingredients; a blend of sparkling water, glutenfree triple distilled spirit, and a hint of natural fruit flavour. Each 330ml can contains 95 calories, 4.5% ABV and 2g carbs. For more information, visit www.whiteclaw.com.

• White Claw has pioneered the hard seltzer category in the US and is now the number one brand in a category worth over $2.5 billion, with over 50% market share • Family-run Pearse Lyons Brewery & Distillery has launched Ireland’s ﬁrst hard seltzer, Flying Flamingo • The Loki & Co. range is made with sparkling Irish natural mineral water carefully blended with natural fruit ﬂavours and a wine base to produce a less sweet and more authentic 4% ABV drink at only 85 calories per 275ml bottle or 100 calories per 330ml can • The Barefoot Wine Seltzer range is the only wine-based seltzer range on the market White Claw Hard Seltzer was actually developed in Ireland

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46 CATEGORY FOCUS Hard Seltzers

Confectionery

Canned Foods

Breakfast

Hard Seltzers

Hot Beverages

Flying forwards

Naturally gluten free, vegan friendly, low calorie with a crisp fresh taste, Flying Flamingo allows consumers to enjoy life without compromise

Flying Flamingo contains just 90 calories and 5% alcohol

Family-run Pearse Lyons Brewery & Distillery has launched Ireland’s ﬁrst hard seltzer. Only 90 calories and 5% alcohol, Flying Flamingo hard seltzer is more than just a drink, it’s a natural lifestyle brand that comes in two refreshingly crisp ﬂavours; Pineapple Punch and Peach Fizz. Flying Flamingo has been carefully made with purity, balance and refreshment at its core. Naturally gluten free, vegan friendly and

low calorie with a crisp fresh taste, Flying Flamingo allows consumers to enjoy life without compromise. Bursting with rich fruit ﬂavours, the perfect amount of effervescence makes Flying Flamingo a drink option of epic refreshment. Flying Flamingo is available across all major retailers and independent off-licenses. If interested in stocking, contact your local Alltech or Comans representative.

with Mark Stammers,

sales director UK & Ireland, E&J Gallo Barefoot Hard Seltzer

Q: In the US, hard seltzers have become the fastest-growing segment of the alcohol market – why do you think this is the case? A: Hard seltzers tap into a number of key trends: they are relatively low in alcohol (4-7% ABV), low in calories (typically less than 100 calories) and packaged in light, sustainable, and eyecatchingly packaged cans, that can be enjoyed at home or on-the-go. Consumers are increasingly looking to moderate their alcohol consumption and are looking for drinks that match their lifestyle, without impacting on their ﬁtness goals or missing out on social occasions. Light and refreshing, made with natural ingredients, hard seltzers are a healthier alternative to beers, wines and spirits.

A: As in the US, consumers in Europe are looking for refreshing and lighter alternatives to traditional alcoholic beverages. The hard seltzer category is currently worth $1.5 billion in the US and could grow to reach $2.5 billion by 2021.* Early indicators show that this success will be emulated in the UK. Made with sparkling water, white wine and natural fruit ﬂavours, with 70 calories, 4% ABV and gluten free, the Barefoot Wine Seltzer range is the only wine-based seltzer range on the market and as one of the UK’s best-selling brands, Barefoot is instantly recognisable among consumers which is signiﬁcant when it comes to driving trial of a new product within the portfolio.

Q: What do you believe is the potential here for hard seltzers?

Q: Why should retailers now be taking a serious look at their hard seltzer offering? A: It’s hard to ignore the success of the hard seltzer category in the US where it is currently worth $1.5 billion of which 47% is incremental growth to the BWS category.* Retailers need to keep a close eye on emerging trends to attract new customers and maximise their sales. Q: IWSR’s research director for Western Europe Humphrey Serjeantson believes that consumption of wine is declining in some countries due to the growth in other categories such as hard seltzers. What do you think of his comment? A: The hard seltzer category is still small compared to wine, and appeals to a relatively young sector of the market. Global trends

The hard seltzer category appeals to a relatively young sector of the market

ShelfLife September 2020 | www.shelﬂife.ie

The Barefoot Wine Seltzer range is the only wine-based seltzer range on the market and is one of the UK’s best-selling brands

suggest that consumers are cutting down on their consumption of alcohol generally, but there is plenty of room for different beverages. Q: What might surprise our off-trade retailers about hard seltzers? A: The Barefoot Wine seltzer range is the only wine-based seltzer range on the market. The range was developed in response to internal consumer research that showed that consumers preferred the taste of wine-based seltzers.**

*(Source: IRI Consumer Network Households (NCP), 52 w/e November 3, 2019 vs YS -Total U.S. All Outlets, NBD Adjusted (Vol) **(Source: Gallo internal research – Qualitative Beverage Exploratory Oct 2018)

Low is key! Loki & Co. launched in 2017 and as such is Europe’s original hard seltzer. “When we launched it is fair to say that we were way ahead of the market,” says Stephen Dillon, founder of RTM Beverages, the Dublin-based drinks innovation company. “We are delighted that the category has ﬁnally taken off and interest has boomed not only in Ireland but also across Europe,” he continues. “We are currently in talks with several export markets and it is great that we

no longer have to explain what hard seltzers are! We knew that the RTD market was due a shake up and that consumers were turning away from overly sugary products and looking for lower calorie options; hard seltzers provide a great solution to this consumer demand.” The Loki & Co. range is made with sparkling Irish natural mineral water carefully blended with natural fruit ﬂavours and a wine base to produce a less sweet and more authentic 4% ABV drink at only 85 calories per 275ml bottle or 100 calories per 330ml can.

The Loki & Co. range is made with sparkling Irish natural mineral water blended with natural fruit ﬂavours and a wine base to produce a less sweet and more authentic 4% ABV drink at only 85 calories per 275ml bottle

Confectionery

Canned Foods

Breakfast

Hard Seltzers

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48 CATEGORY FOCUS Hard Seltzers

Europe’s original hard seltzer launches in cans and introduces a new Strawberry & Lime ﬂavour

The drink which is low in calories, carbohydrates, sugars and is naturally gluten free provides exciting refreshment. Loki & Co. is available in three ﬂavours – Apple & Elderﬂower, Orange & Mango and now Strawberry & Lime. “Our development won’t stop here, as pioneers in the no-low and hard seltzer categories, we have plans to continue to

A NEW Malt Irish Whiskey with a Cognac Cask Finish

ShelfLife September 2020 | www.shelﬂife.ie

expand our range with some great new products and ﬂavours under development,” adds Dillon. “Our ethos is to be completely consumer-focused and we can adapt quickly as the exciting no-low categories continue to evolve.” For sales enquiries, contact RTM Beverages Ltd (01 9618922) or e-mail: Hello@Lokidrinks.com www.RTMBeverages.com ■

OFF-TRADE NEWS 49

Tia Maria launches new cold brew nitro cocktail Tia Maria, the world-famous coffee liqueur, has launched a brand new ready-to-drink cocktail providing its unique recipe in an Iced Coffee Frappé. The new Iced Coffee Frappé is a ready-to-drink cocktail made with 100% Arabica coffee, milk cream and the unique taste of Tia Maria – offering an indulgent yet refreshing cocktail. Using clever nitro technology, drinkers can enjoy the typical frappé foam which is created as the can is ﬁrst opened, offering cocktail lovers a velvety smooth texture to enjoy. Best enjoyed chilled in the can or served over ice. New, bold packaging has been created in collaboration with street artist Karski from the Netherlands which the brand believes reinforces Tia Maria’s ‘one-of-a-kind’ soul: a unique blend of 100% Arabica coffee beans and premium vanilla with exclusive cold brew extraction. Tia Maria Iced Coffee Frappé has an ABV of 4% and is now available from Carry Out stores nationwide.

Irish craft gin that goes against the grain Recently launched Blood Monkey Irish Craft Gin is expanding distribution across the independent sector, bringing a new taste profile to Irish spirit drinkers. A versatile, new-to-market liquid that drinks like a white whiskey, Blood Monkey has been designed as a sipping gin – one of only a few gins that can be drunk neat - as well as in a changed-up gin and tonic or Blood Orange easy-to-replicate-at-home cocktail Blood Monkey, the inaugural product from Irish owned Outcast Brands, is distilled by West Cork Distillers in Skibbereen. “Blood Monkey is a sophisticated spirit with a complex character that reveals various details as it evolves on the palate,” said master distiller, Deirdre Bohane. “It hits you with a smooth, warm citrus spice followed with a slight hint of floral entwined with smoky, caramel flavours of whiskey.” Available nationally via Celtic Whiskey Wholesale: www.celticwhiskeyshop.com/ wholesale

Kylie Minogue Wines launches Signature Sauvignon Blanc and Merlot Kylie Minogue Wines reports it is thrilled to introduce the latest two wines in the Kylie Minogue Wines portfolio: The Signature Sauvignon Blanc and the Signature Merlot. Both wines complete the long-awaited Kylie Minogue Wines’ Signature range, which also includes the best-selling Signature Rosé, debuted in May by the pop icon. The Signature Sauvignon Blanc originates from Gascony, in the southwest of France, and carries a fresh and lively nose of lime blossom and gooseberry, whilst zesty and crisp on the palate. The Signature Merlot features grapes grown in the sun-drenched Pays d’Oc region in the south of France, delivering an intense nose of ripe bramble fruits and cherries and a moreish ﬁnish of plums and spice. The Kylie Minogue Wines’ Signature Sauvignon Blanc and Merlot are available exclusively in Ireland on www.WinesofTheWorld.ie and Carry Out off-licences at an RRP of €12.99. For more information, visit www.kylieminoguewines.com. Blood Monkey is distilled by West Cork Distillers, Skibbereen

New look, same recipe for Tia Maria

Tia Maria is made with Madagascar vanilla, Jamaican rum, and 100% Arabica coffee

New product taps into consumer trends with a lower ABV of 4%

Tia Maria has introduced a new look and design for its classic Cold Brew Coffee Liqueur bottle. A favourite for coffee cocktail lovers the world over, the brand said the dark liqueur will maintain its long-standing recipe. Tia Maria is made with Madagascar vanilla, Jamaican rum, and 100% Arabica coffee, which according to the brand, provides “the distinctive roasted, full bodied and rich taste.” The recipe dates back to the mid17th century, when a Spanish aristocrat ﬂed Jamaica amid a colonial war. Her maid, Tia Maria, salvaged one family treasure – a jewellery box that contained the recipe for the drink. The recipe was rediscovered in the 1940s by Dr Kenneth Leigh Evans, who began to produce and market it.

Signature Sauvignon Blanc and Signature Merlot have joined the Kylie Minogue Wines portfolio

New brand strategy aims for Budweiser

Budweiser Brewing Group (BBG) has launched a major advertising campaign for the Budweiser brand in the Republic of Ireland, focusing on its superior smooth taste. Its new advertising campaign will run across all major TV stations, TV Players, YouTube and other online channels. The campaign aims to reconnect with younger audiences and renew its relationship with Irish consumers. Budweiser also launched its new brand visual identity which will be rolled out as part of the campaign. “Alongside our new campaign, Ireland launched Budweiser’s new brand visual identity as from 1 July,” said Christophe Jadoul, marketing manager, Budweiser Europe, BBG. “Our new modernised pint glasses and redesigned bottles and cans will reﬂect our unique brand attributes and support our overall ‘King of Beers’ message.” Bottled Budweiser is currently stocked in 97% of Irish pubs and the brand is the fourth biggest lager brand in Ireland. Budweiser is crafted using a longer brewing process to create a unique smoothness

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50 CATEGORY FOCUS Hot Beverages

Hot Beverages

Liquid gold

Confectionery

Canned Foods

Breakfast

Hard Seltzers

Growth in the hot beverage market is still being dominated by coffee and it shows no signs of stopping. Despite a challenging financial year for many, coffee is one thing that consumers think of as an affordable luxury. Having a trusted and popular brand of coffee, be it machine or barista, is an absolute priority for any store. Herbal teas are bringing innovation to the market too

esearchAndMarkets.com’s country proﬁle report on the hot drinks sector in Ireland states that the Irish hot drinks sector is led by the hot coffee category in value terms and the category is forecast to register the fastest growth in both value and volume terms during 2018-2023. Supermarkets are the leading channel for distribution of hot drinks in this country. Overall, coffee saw exceptionally strong growth in both retail volume and retail current value terms in 2019. This was mainly due to fresh ground coffee pods, which became hugely popular amongst Irish coffee drinkers over the review period. Younger generations of Irish consumers are driving demand for new coffee trends, many of which they have experienced abroad. Third wave coffee houses are increasingly popular in Ireland at present. The third wave coffee movement is led by both consumers and manufacturers as a means to consume, enjoy, and appreciate high-quality coffee. This movement considers coffee an artisanal food, whose consumption experience can be enhanced with greater education and exploration beyond just a cup of coffee.

Terriﬁc tea Tea meanwhile, will always be a staple in Irish households and herbal teas are proving very popular with the 20-40 year-old female demographic. A report by Euromonitor Ireland published in November 2019, found that less traditional tea variants are seeing a surge in popularity. Although black tea continued to see retail

ShelfLife September 2020 | www.shelﬂife.ie

Milestone in business

Bewley’s is adding a full barista programme to its customer solutions

volume and retail current value growth in 2019, it was lower than the other categories within tea, Euromonitor Ireland reports. “Ireland is in the midst of a health and wellness revolution, driven by the continued government focus on the state of the nation’s health,” the analyst adds. An ageing population and health awareness are supporting the growth of black tea. In fact, Euromonitor points out that Ireland has the fastest-growing older population in the EU. The proportion of people aged 85+ is projected to double by the year 2031. Although Ireland’s tea drinkers have historically been relatively slow to change their preferences, this has been changing in recent years. Premium tea companies began to thrive in recent years, driven by increased consumer sophistication, Euromonitor adds.

In the midst of an unprecedented year, Bewley’s has reached the milestone of 180 years in business. Since introducing tea to the Irish market in 1840, Bewley’s has continued with a history of firsts: the first to roast coffee in-store; the first to import Fairtrade coffee into Ireland; the first to introduce latte art; and the first carbon neutral coffee roastery in Ireland. Today, the Bewley’s business is focused on sustainably selecting, preparing and grading from the world’s most delicious coffees and teas. Bewley’s ranges consist of popular blends, innovative mixes and beautiful single origins. The company’s 100% Arabica Fairtrade coffee beans are carefully roasted locally in Dublin, ensuring optimum flavour and freshness. Bewley’s supports its customers through hot beverage business consultancy; full menu solutions; barista training; quality auditing; full retail solutions; and machinery purchasing, rental and servicing. In 2020, with over 4,000 retail and foodservice customers proudly serving Bewley’s, the company certainly has the expertise and product quality to grow hot beverages in your business. Adding to the success of

Bewley’s branded bean-tocup coffee docks, Bewley’s is adding a full barista programme to its customer solutions. The barista programme focuses on an exceptional hot beverage and food offering, a modern design which takes inspiration from Bewley’s Grafton street café and world class training and supports. The Bewley’s barista programme is a highly proﬁtable solution for operators supported by the number one recognised coffee brand in Ireland*. For more information, call Bewley’s on 01 816 0600, or email sales@bewleys.com. *(Source: Bord Bia brand health check, 2020)

Perfect for Irish tastes As a family-owned Irish company, Barry’s Tea understands the importance of the ritual of tea in the morning. The company has spent years perfecting its muchloved tea blends and the team have used their skill and expertise to blend to Irish tastes since 1901. Barry’s has a large repertoire of teas - including black teas, loose leaf, green teas, fruit and herbal infusions. There is something in the range for every taste and preference from Gold Blend, Decaf, Earl Grey and so much more.

Barry’s Tea range includes great options such as Gold, Original, Decaf and Master Blend varieties

Hot Beverages CATEGORY FOCUS

Designed to perfection

With 100% Arabica beans, Seattle’s Best Coffee is exclusively sourced from Latin America where the group works closely with famers to ensure consistency meaning incredible taste every time. As we come into cooler, crisp autumn days, Seattle’s Best Coffee will be offering consumers a ‘taste of autumn’ with a Toffee Latte and Toffee Hot Chocolate. The aim of the Toffee Syrup campaign is to bring on-trend seasonal drinks to the market, gain new consumers and offer existing consumers an alternative,

BEWLE BEW LE Y ’ S B A R I S TA PPR ROGRAMME Bewley’s started with a simple aim, to bring great coffee that does good, to the people of Ireland. 180 years on, we’re still doing just that. Our highly profitable barista programme brings a little bit of Bewley’s Grafton Street to your business. Through great coffee, a beautiful setting and world class training, we offer you the opportunity to incorporate the same experience coffee drinkers across Ireland have known and loved for decades. For more information, please call Bewley’s today on 01 816 0600, or email sales@bewleys.com

Confectionery

2020 marks Nestlé’s sixth year running the Nescafé Azera by Design campaign

It’s toffee time

Canned Foods

The new Barry’s Tea Natural Infusions range consists of 100% natural ingredients that were carefully selected by the master blenders in Barry’s Tea. The new blends contain the highest grade of natural herbs, ﬂowers, aromatic spices, and delicate green tea to bring consumers on a journey towards a sense of wellbeing and self-care when they need it most. The natural landscapes illustrated on each blend were inspired to bring tea lovers to a place of relaxation, balance, and restoration for that all-important ‘time out’ in their day. Each blend contains 20 individual string and tag tea bags.

The key demographic for the new range is health-conscious females aged between 20-40 years old, looking for some much-needed moments of ‘time out’. The launch of the new range commences this month and will be supported through a targeted social media initiative with key inﬂuencers alongside an online programmatic advert campaign to promote Barry’s Tea moments rooted in wellness. The new Barry’s Tea Natural Infusion range includes Matcha, Turmeric, Night Time and Purity. The range is available from www.barrysteashop.ie priced at €3.95 RRP. To share your thoughts on the new Barry’s Tea ﬂavours visit: Facebook.com/BarrysTea,

Breakfast

Rooted in wellness

Hard Seltzers

The new Barry’s Tea Natural Infusions range includes Matcha Green Tea, Turmeric, Night Time and Purity

Nescafé is enjoyed in over 180 countries worldwide. With over 80 years of experience in selecting, roasting and blending the very best coffee, it’s no surprise that over 5,500 cups of Nescafé coffee are drunk every second. Discover super premium barista-inspired instant coffee with Nescafé Azera. Now consumers can be their own barista and savour an incredible coffee moment with Nescafé Azera Americano. The recipe is made with a blend of instant and ﬁnely roasted coffee beans. Your

customers can enjoy the ﬂavour and aroma of this classic coffee whenever they want it; just add hot water, stir, and an Americano instant coffee is ready. Nestlé is excited to announce the launch of ﬁve limited-edition tin designs as part of the Nescafé Azera by Design campaign. 2020 marks Nestlé’s sixth year running the campaign, with this year’s winning designs covering topics such as mental health, identity, and multiculturalism. The limited edition designs are available from this month onwards.

Hot Beverages

Twitter.com/BarrysTeaTweets and Instagram.com/barrysteagram.

CATEGORY FOCUS Hot Beverages

Confectionery

Canned Foods

Breakfast

Hard Seltzers

Hot Beverages

Recycling tips

Seattle’s Best Coffee will be offering its consumers a ‘taste of autumn’ with a Toffee Latte and Toffee Hot Chocolate

comforting autumnal twist to their usual coffee. Following this campaign, Seattle’s Best Coffee will launch a new-look Christmas cup and a festive Gingerbread Syrup, as Aryzta and Seattle’s Best Coffee continue to bring exciting beverage options to their customers.

Another feather in its sustainable cap…(sule) Frank and Honest is delighted to announce the launch of its new aluminium capsules marking the next step in its sustainable journey. The beneﬁt of aluminium capsules is that they can be recycled after use and deliver a better-quality product. These new capsules mean that all plastic has been removed from Frank and Honest’s coffee capsules. Using aluminium in capsules reduces the products’ environmental footprint as it’s lightweight and recyclable but it also signiﬁcantly improves the quality of the coffee as it’s airtight – it keeps the ground coffee inside fresh for longer and fully protects it from moisture, oxygen, light and heat. This improves in-cup quality and delivers a superb taste, according to the brand. The new aluminium capsules are also compatible with all generation Nespresso machines excluding Nespresso Vertuo.

When it comes to recycling Frank and Honest aluminium capsules, there are two options: 1) DIY method: • After using the capsule, leave it to cool down fully • Remove the lid (this can be cut off with a scissors) • Empty the coffee out. The grounds can go into compost/ brown bin or used in your garden • Rinse the aluminium capsule and lid. These can go into recycling/green bin 2) Purchase a dualit recycler: • These are simple to use and available to purchase in selected SuperValu and Centra stores. You can see how they work online at www.dualit.com/products/ ecopress-aluminium-capsulerecycler. From bean to cup, Frank and Honest’s sustainability credentials are taken into consideration and the coffee company has put processes in place to ensure it looks at sustainable optimal solutions for each stage of its coffee making journey. For more information on Frank and Honest’s sustainable solutions, visit www.frankandhonest.ie.

40% sales increase during lockdown Cork-based business, Velo Coffee Roasters, has just announced its ﬁrst large export order bound for a premium retail food chain in Malaysia. “This is our ﬁrst bulk export order and marks an exciting new chapter for Velo Coffee Roasters,” says owner Rob Horgan. “We’ve had a very busy six months, increasing our sales by 40%, and this is the icing on the cake,” he adds. “Our website sales have increased dramatically and to date we have shipped to 19 countries and growing. We are doing in a day now what we might have sold in a month last year and our retail sales with Aldi have grown and grown. It’s clear that there is a customer for whom good coffee has become a topic of conversation.”

Frank and Honest’s airtight aluminium capsules keep the ground coffee inside fresh for longer

ShelfLife September 2020 | www.shelﬂife.ie

The Cork company opened its stand-alone roasting and packing facility just over 18 months ago following its nationwide listing with Aldi. It now employs 11 people due to the increased demand for its products which has been increasing steadily. Following the ‘Grow with Aldi’ inaugural Following a steady increase in demand for its range, Velo Coffee Roasters now employs competition in 11 people 2018, Velo Coffee Roasters, along “We believe we offer something with four other Irish producers, truly unique and are thankful to was given a one-year full listing Aldi for giving us the opportunity with Aldi which began in January to share it,” Horgan continues. 2019 and Velo Coffee Roasters’ “The expansion now of our listing has since been extended. retail reach to Asia is an exciting The Aldi listing has played an development and we aim to important role in the company’s explore other markets.” expansion, according to Rob Velo Coffee Roasters has Horgan. “The support and mentoring added two new team members offered by Grow with Aldi and looking after direct orders Bord Bia has already beneﬁtted on www.velocoffee.ie, with our business immensely, and we the business experiencing an are excited to see our product unprecedented demand for made available to Aldi shoppers quality Irish coffee at home across the country,” he says. during the Covid-19 period. ■

Are You Providing For The 80% Increase In Demand For Quality Irish Coffee?

Email:coffee@velocoffee .ie

INTERVIEW

QUICK QUESTIONS WITH

Suzanne Walsh

1. Best place for coffee? I’m not really a coffee lover (Chai Latte please) but my favourite place to sit and chat is in the upstairs café at the Book Centre in Waterford, where I am surrounded by all the latest books from around the world. 2. Favourite movie? It’s impossible to choose a favourite – we love movies in our house and recently we’ve been introducing the kids to some classics from the 80s like The Goonies, ET and Back to the Future, those have been fun to re-watch. 3. Top book recommendation? I loved the Elena Ferrante Neapolitan book series. I found them totally absorbing and they delivered exactly what I’m looking for in a good book - escapism.

SUZANNE WALSH,

brand manager Ireland, Flahavan’s 4. Which social media platform do you use most? Funnily enough, and it may be because I work in marketing, but I try to not post too much on social media.

9. First thing you would do if you were Taoiseach? Tackle the housing and homeless situation. I’d also give our healthcare professionals a wellearned pay rise.

5. Best ad on telly? The Flahavan’s Not your Run of the Mill Oats TV ad is absolutely genius. The emotion it evokes – the pride in our Irishness, the quirky sense of humour, the passion among our team for all things “oat”; it’s very special.

10. If you had to live in another country, where would you choose? I loved Sydney and would love to live in Australia but it’s too far away from my family. I lived abroad quite a bit in my teens and twenties so it’s actually nice to be home in Ireland and not be missing all the fun!

6. Worst ad on telly? A lot of ads during lockdown were pretty poorly thought-out – many of them looked so similar it was difﬁcult to decipher what brand they were promoting. 7. Favourite grocery shop? Ardkeen Stores in Waterford is a grocery experience on a whole different level. 8. What would you cook if you were to compete in ‘Come Dine With Me’ and would you win? Something Italian – maybe chicken risotto with homemade pesto. Add a fabulous red wine and it’d be a great night, regardless of the result.

11. Greatest achievement to date? Returning to my career after two years of staying at home with my kids. It doesn’t sound like much, but to re-focus your mind and re-conﬁgure your life entirely after such a long break; that was pretty tough. 12. Best website? We’re very proud of the Flahavans.ie website – we launched it back in February and have been regularly adding recipe inspiration, yoga videos and new product updates to keep things fresh and engaging. Our E-comm site should also be up and running at the beginning of October (ﬁngers crossed!).

13. Most annoying public ﬁgure? Almost any male world leader right now. 14. Best piece of advice you ever received? Every ﬁve minutes counts – break study/work down into manageable sized portions and give yourself credit for putting in the work, however small a task you’ve completed. 15. Biggest fear? I don’t dwell on fear too much, but like all parents I want my kids to stay healthy and happy. 16. City or beach break? I love city breaks but they’re not as much fun with young kids, so I’d probably say the beach these days. 17. Top restaurant recommendation? Everett’s in Waterford. 18. Pop or rock? Tough one – probably pop. 19. Favourite time of the day? Morning – I’ve always been a morning person. 20. What’s the last compliment you received? “I think you’re great” (from my mam). ■

54 MARKET MOVERS

Vype

Fanta

Vype highlights rigorous testing process: ‘Because quality matters’ Vaping expert Vype knows that quality is a key priority for retailers and your customers, especially when it comes to the products you stock. Vype knows retailers want access to the highest quality products on the market and to ensure customers have the information they need to be conﬁdent in their purchase. With so many vaping products on offer, Vype believes it has never been more important to show customers that their choice of vape has the quality assurance they need. Vype wants to make the best quality products possible, which is why its team of 50 scientists work around the clock to carefully craft every device and scrutinise every detail. According to the brand, its aim is to build the most reliable products possible, so it therefore conducts state-of-the-art testing for components and materials at every development stage. Vype’s research and development process is designed with quality assurance in mind – focusing on what the customer wants and needs. As a result, its scientists follow six key stages for every e-liquid formulation and device. This involves thousands of hours of testing and over 100 product tests before the ﬁnished product reaches the customer. For more information about Vype, go to b2b.pjcarroll.ie, contact your PJ Carroll sales representative, or contact the company’s telemarketing department on 1800 604500.

New Fanta campaign taps into the playful side of Halloween Fanta Orange was launched in Ireland in 1963 and is enjoyed by consumers more than 130 million times every day around the world. With a light and refreshing orange flavour, Fanta Orange is a favourite amongst Irish consumers seeking refreshment with natural flavours and no artificial colours. The original Fanta Orange recipe was reformulated in recent years to reduce its sugar content, helping consumers to manage their sugar intake. It now contains just 4.5g per 100ml. Fanta Orange Zero was also introduced to provide consumers with a zero sugar, zero calorie option. In early 2020, Fanta moved to a taller, more stylish Sleek Can; a first for the soft drink industry in Ireland and Northern Ireland. Fanta is synonymous with summer and Halloween, aiming to surprise and delight young adults with playful campaigns and new variants. This Halloween, Fanta is tapping into the playful side of the season. This isn’t about ghosts, zombies or the dead. It’s about the light-hearted, hilarious, creative and silly side of a holiday everyone loves: the meeting point of internet culture and dressing up. Keep your eyes peeled this October for the new Fanta campaign featuring two new TV ads, digital, out-of-home and an exciting in-store execution.

Nivea

Tipperary Water

Complete cleansing care with Nivea – no compromise

FAI selects Tipperary Water as its Ofﬁcial Water Sponsor Dublin

Created to offer easy make-up removal, skin cleansing and care, the Nivea cleansing range delivers the most complete cleansing experience. The innovative collection of products from Nivea helps to thoroughly cleanse the skin while gently caring and protecting its delicate moisture balance. The Nivea cleansing line comprises various formats to suit all cleansing preferences with dermatologically and ophthalmologically approved products, including:

Tipperary Pure Irish Water, produced and distributed by C&C Group Men’s Senior Republic of Ireland manager, plc, has been named the Official Stephen Kenny, alongside Sarah Leahy, Water Sponsor of the Football Tipperary Water brand manager Association of Ireland (FAI). Sourced in Clonmel, Tipperary Pure Irish Water will refresh and hydrate all of Ireland’s international teams, from the Under-15 Boy’s and Girl’s sides, up to the Senior Men’s and Women’s International Teams, as both sides aim to qualify for their respective upcoming European Championships in 2021 and 2022. The three-year sponsorship agreement also includes the FAI’s Grassroots and Football For All inclusion initiatives, which will engage with communities all over the country. “We are delighted to join forces with Tipperary Water, an iconic Irish water brand,” said Mark Russell, FAI commercial and marketing director. “It’s a relationship we are thrilled to form with such a respected Irish company.” Keith O’Haire, head of non-alcoholic beverages for C&C Group plc, said: “We see this partnership as an exciting opportunity to engage with our customers, to drive community spirit and to educate players and fans, from grassroots to international level, about the benefits of proper hydration and about the environmental benefits of choosing our new 100% recyclable, 88% plant-based and eco-friendly carton. “The FAI will also give us a larger platform to educate children of the support available to them through our charity partner, the ISPCC,” O’Haire added.

• Daily Essentials Sensitive 3 in 1 Micellar Cleansing Water This award-winning product has an innovative formula which cleanses and removes make-up while moisturising the skin in one simple step. It respects the skin’s natural balance, requires no rinsing and is free of perfumes, colourants and parabens. • Biodegradable Cleansing Wipes Gently but effectively cleansing the skin while maintaining its natural balance, these refreshing wipes are made with 100% renewable plant ﬁbres, are biodegradable, and are enriched with specially selected organic argan oil and organic aloe vera. • Daily Essentials Double Effect Eye Make-Up Remover This wonder product beneﬁts from a gentle bi-phase formula which effectively dissolves eye make-up while caring for eyelashes and the delicate skin around eyes. The ‘oil phase’ is designed to remove waterproof mascara and eye make-up without irritation, while the ‘aqueous phase’ protects and cares for lashes without leaving any oily residue.

ShelfLife September 2020 | www.shelﬂife.ie

SCALING THE HEIGHTS OF RETAIL IN ASSOCIATION WITH

MAIN SPONSOR

CATEGORY SPONSORS

FOR MORE INFORMATION:

www.groceryawards.ie Ian Mulvaney ianmulvaney@mediateam.ie | Mark Morgan markmorgan@mediateam.ie

ShelfLife magazine - September issue

Articles inside

Market movers

Hot beverages

Off-trade news

Rethinking packaging

Breakfast

HR

Store profile: Gala

Seen and heard

Confectionery

Canned foods

Store profile: Centra Retailer Ian Coughlan tells Gillian Hamill

CSNA news

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