Dairy

Moo-sic to our ears!

As families and households sought nutritional value, local natural produce and assurance of quality during uncertain times, research from June 2020 showed almost 40% of Irish consumers under 35 had increased their dairy consumption since the beginning of the Covid-19 pandemic. Here, we take a closer look at the innovative brands continuing to drive sales

Built on the family-farm tradition, Irish people, tourists, and foreign populations alike see Irish dairy as world-class. Thanks to our cool climate, which gives Ireland the longest growing season in the northern hemisphere, Ireland produces enough dairy to provide for multiples of its own population.

In fact, the dairy sector was worth more than €5 billion last year and is the largest element within Irish food and drink exports. Still, there’s always room for evolution and innovation. Competition between brands and increased demand for healthier options has caused the leading brands to diversify their offering to meet consumers’ needs.

Research published in June of 2020 by the European Milk Forum in collaboration with the National Dairy Council as part of the EU-Funded campaign ‘Sustainable Dairy in Europe’, surveyed more than 2,000 Irish

Everyone’s dairy

The National Dairy Council (NDC) is an important advocate for the dairy sector and dairy farmers and is passionate about this role, stating: “In 2022 Irish dairy needs a central, consolidated voice, one that champions the industry amongst the people on the street – the consumer of dairy products – those who, ultimately, grant us our social licence to produce. The NDC will be that voice by connecting the farmer to the consumer. The people. This found that almost four in 10 (39%) of consumers under 35 had increased their dairy (milk, cheese and yoghurt) consumption since the beginning of the Covid-19 lockdown. Price (46%), nutritional value (34%) and healthiness (31%) were the top-three issues for consumers when purchasing foods. Meanwhile, over nine in 10 (92%) of those surveyed said that dairy is part of a sustainable diet.

NDC re-connects the dairy farmer with the dairy consumer, building greater understanding of what farming is and what the farmer does, building trust in the production system and restoring pride in Irish dairy.”

What’s more, the NDC raises awareness of Irish dairy’s impact against the pillars of sustainability – economy, society, community and environment – developing understanding of what sustainability means for Irish dairy and showcasing the initiatives that are improving the industry’s performance. The council works to promote the nutritional benefi ts of dairy products and their place in a healthy, balanced and sustainable diet. It counteracts misinformation and is a source of trusted nutritional information, as well as recipes which celebrate Irish dairy.

In 2009, the NDC introduced a packaging mark giving consumers in the Republic of Ireland the reassurance of knowing that their milk or cream purchases were farmed and processed locally. In 2022, the NDC is revitalising the trademark, extending it to other dairy products. The NDC trademark is a guarantee of origin, strengthening the presence of Irish dairy on the shelf and highlighting Irish dairy products as clear choices for sustainable, balanced and nutritious eating.

The NDC concludes that its job, in 2022, is to tell the story of Irish dairy and restore pride and trust in its quality, its sustainability and its role in a balanced, healthy diet.

Number one brand

As Ireland’s number one dairy brand, Avonmore products are enjoyed on a daily basis in households across Ireland. The factors driving Avonmore’s success include sustained investment in the brand; partnerships with customers to really drive growth; and delivering a consistent quality product as a priority – ensuring the best tasting milk reaches consumers.

Avonmore Super Milk has a key role to play in the fresh milk sector, given that we don’t get enough sunshine because of our northerly latitude, we don’t naturally get enough vitamin D, which is a real issue when it comes to bone health, particularly in the early years. Avonmore Super Milk is positioned as a good source of Vitamin D given that it has 100% of the recommended intake of Vitamin D in a glass. over 30 years ago,” says Niamh Jinks, marketing manager of Aurivo Consumer Foods.

“From Jack’s Army, the Millennium Bug, Riverdance and the launch of the fi rst iPhone, this light-hearted campaign of ‘Real-ing’ in the Years, which has a cultural memory unveiled every day in March, celebrates an iconic brand and its heritage,” she continues. “So much has happened in Ireland since Connacht Gold’s half fat, real butter was launched over 30 years ago, and we hope people right around the country enjoy the memories it evokes.”

“Connacht Gold Half Butter is a truly unique product and brand – Connacht Gold is the number two brand in Ireland’s butter and spreads category,” adds Stephen Blewitt, Aurivo’s general manager of dairy. “While acutely responding to changing consumer behaviours when it was fi rst launched, the brand which we continue to innovate, is an iconic one that is as truly relevant to consumers today as it was 30 years ago.”

Avonmore Pro-Oats is the newest member to the Avonmore Protein Milk range, containing 27g protein and 23g gluten-free oats per 500ml carton

Avonmore Protein Milk is a signifi cant part of the company’s success story in value-added dairy. Avonmore Pro-Oats is the newest member to the Avonmore Protein Milk range. Available in a 500ml carton, it contains 27g protein and 23g gluten-free oats and is perfect for those who exercise in the mornings, seek to hit their protein goals, and grab breakfast on-the-go, all in one carton. Pro-Oats has a lovely vanilla fl avour with a smooth texture and has gotten off to an impressive start since its launch in late 2021.

Mooju fl avoured milk is another successful brand in the portfolio. Popular with a younger audience, success is built on its quirky brand personality and its fantastic taste. Avonmore Slimline Milk with added iron and vitamins meets the nutritional needs for those looking for a 0% fat option. Avonmore Lactose Free and Heart Active milks complete the valueadded milks portfolio ensuring quality, taste and nutrition for all ages and stages of life.

Within the cheese sector, Avonmore’s new Kilmeaden snacking range focuses on convenience in the snacking arena. The brand has challenged some other well-known snacking categories with the power of format and dairy to bring cheese to new consumers.

Celebrating 30 years

To celebrate that Connacht Gold Half Fat Butter is still the country’s only half fat, real butter for over 30 years, the brand launched a signifi cant marketing campaign this month across TV and social media.

“The campaign takes us on a trip down memory lane reminding us of the major cultural moments since Connacht Gold Half Fat Butter hit the shelves across the country

Connacht Gold is the number two brand in Ireland’s butter and spreads category Connacht Gold Half Fat Butter’s light-hearted ‘Real-ing’ in the Years campaign celebrates an iconic brand and its heritage

Goodness for immune systems

A brand that has always been famous for supporting Irish immune systems, Actimel is rich in Vitamin D and contains Vitamins B6*.

Every shot of Actimel is bursting with 10 billion l.casei cultures and is rich in Vitamin D which helps support the immune system.

Actimel is enjoying exceptional double-digit growth following a rise in attention around immunity

Shopper Intelligence Ireland: Shopper motivations vary signifi cantly across dairy segments

Even within the same department, shopper motivations can vary a lot. Below is an infographic from Shopper Intelligence Ireland, comparing four key dairy categories to each other (and ranking them amongst 127 FMCG categories). Data is based on a shopper survey of 24,000+ Irish shoppers. In milk, the winning strategy should focus around simple shelf layout and constant availability. On the other hand, in cheese, a wide range of different types (but not necessarily a high number of brands) can be key for retailers. See below details about shopper motivations and behaviour for two other dairy categories, too.

Shopper motivations in key DAIRY categories

BM=Benchmark of 127 FMCG categories’ average Ranks: out of 127 FMCG categories

SIMPLE SHELF AND CONSTANT AVAILABILITY

Rank: #8 65%

Knew what I wanted

(BM: 52%)

Rank: #3 81%

Regular purchase

(BM: 54%)

3.4

Rank: #11

Availability is important

(BM: 3.1 on a 5-point scale)

FOCUS ON RANGE IN TYPE OF CHEESE, LESS ON BRAND

Rank: #12 66%

Switch if preferred product is

unavailable (BM: 55%)

Rank: #12 43%

Planned a particular

flavour/type (BM: 24%)

Rank: #11 85%

Satisfaction with Range

(BM: 76%)

A KEY CATEGORY TO FOCUS ON

Rank: #21 42%

Drives loyalty to a retailer

(BM: 27%)

3.6

Rank: #6

Healthy Choices are important

(BM: 3.2)

Rank: #7 76%

Satisfaction with product-

related aspects (BM: 63%)

USE BRANDS IN PRE-STORE COMMS/REMINDERS

Rank: #2 50%

Planned a particular brand

(BM: 26%)

Rank: #17 77%

Don’t want to run out

(BM: 37%)

Rank: #7 59%

Bought on a main shop

mission (BM: 47%)

Meet the Kerrygold Insiders

Kerrygold launches a NEW campaign, highlighting the secret ingredients for every kitchen moment. secret ingredients for every kitchen moment.

Kerrygold, Ireland’s only €1 billion food brand, has launched a new campaign aimed at educating and exciting consumers about its full range of butter products in the Irish market. Meet the Kerrygold Insiders will feature creative nicknames and descriptions for some of Kerrygold’s family favourite products, highlighting the range available, their individual uses, differences and taste elements.

Kerrygold now offers five butter products in Ireland: Kerrygold Irish Creamery Butter 454g, Kerrygold Irish Creamery Butter 227g, Kerrygold Unsalted Butter 227g, Kerrygold Spreadable 454g and Kerrygold Irish Softer Butter 500g. The family size Kerrygold Irish Creamery Butter 454g, has been named The Kitchen Hero, it is celebrated as the helping hand we all need in the kitchen and it is the ultimate all-rounder. The ‘mini-me’ of the Kitchen Hero, Kerrygold Irish Creamery Butter 227g, is introduced as The Mini Hero. The compact packet is ideal for the busy kitchen and to step up consumers’ kitchen game, whether they’re adding decadence to desserts or a simple sizzle to steak. Kerrygold Unsalted Butter, launched last year, is The Baker’s Choice - the ultimate ingredient for bakers and cooks, leaving cooks in control of the seasoning. Kerrygold Spreadable has been nicknamed The Big Smoothie. Launched in Ireland in 2021, busy families can add more taste to their day the easy way with Kerrygold Spreadable, ready when you are and spreadable straight from the fridge. The final family favourite is Kerrygold Irish Softer Butter, named The Big Softie. Kerrygold Softer Butter is the same simple ingredients as Kerrygold pure Irish butter, just churned a little extra, so it’s softer straight from the fridge. The above the line advertising campaign will feature across print, digital, social, point of sale, and out of home activations. The campaign will include Kerrygold-sponsored recipe videos and ads across TikTok ads for the first time ever.

Out of home advertising for the campaign will run from the 14th to the 27th of March across different activation sites including bus stops and billboards that lead towards the Aviva Stadium for the Six Nations Rugby Final between Ireland and Scotland on Saturday the 19th of March. The campaign will also be featured at Dublin Airport to align with St Patrick’s Day, as international visitors to Ireland will be able to see the campaign on digital screens across Terminal 1 & Terminal 2. The latest campaign ‘Meet the Kerrygold Insiders’ will be rolled out over the course of March and April 2022. For more information on the the Kerrygold Insiders visit the updated product page on kerrygold.com and for recipe inspiration check out their latest recipe videos on Kerrygold’s social channels.

The above the line advertising campaign will feature across print, digital, social, point of sale, and out of home activations. The campaign

Actimel Kids is bringing immune support to lunchboxes across Ireland

For each pack of Actimel purchased, For each pack of Actimel purchased, shoppers can donate a pack for free to a charity in their area via FoodCloud

As a result, Actimel is enjoying exceptional double-digit growth on the back of a rise in attention around immunity. A unique moment of relevance for this brand has occurred during the past two years as consumers’ awareness and knowledge around immune support increases.

The brand recently launched Actimel Kids; a lunchbox hero which is bringing immune support to lunchboxes across Ireland. Playful colourful packs contain two delicious fl avours of Strawberry Banana and Peach. Impressively, this new brand extension is driving 71% incrementality to the kids category.

What’s more, Actimel has recently teamed up with Foodcloud – with an aim to donate 100,000 packs in Ireland to local foodbanks across the country and bring immunity to the communities that need it most.

For each pack of Actimel purchased, consumers can donate a pack for free to a charity in their area via FoodCloud by logging onto www.actimel.ie or scanning the QR code on the back of packs. The packs will be distributed throughout FoodCloud’s network of charities and community groups, helping to support local communities.

For more information about the campaign and how to get involved, visit the website www.Actimel.ie.

*(Actimel contains Vitamins B6 and D to help support the normal function of the immune system. Enjoy as part of a healthy diet and lifestyle) (Source: Nielsen data ending 30th Jan 22 (Dunnes Source: 52 weeks Kantar Data Ending 24th Dec 2021

Dazzling dance partnership

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

The sponsorship is being supported with competitions across social media and national radio as well as in-store for a chance to win a pair of tickets to attend a ‘live’ show and overnight hotel stay plus lots of glamorous goodies.

Special Müller Corner Irish Favourites promotional packs hit the shelves at the end of January. The multipack includes Müller’s best-ever Müller Corner recipe which now contains more protein and has a thicker and creamier texture.

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

The show which runs until this month features Jennifer Zamparelli, Nicky Byrne, Nina Carberry, Gráinne Seóige and Aengus Mac Grianna bringing truckloads of glamour, sparkles and fun each week to Irish audiences. ■

Müller Corner and RTÉ have successfully partnered once more through their Dancing with the Stars 2022 sponsorship

Tetra Rex® Plant-based cartons

Globally-focused, Irish agri-business Aurivo is now using Tetra Rex® Plant-based milk cartons for its 1L Connacht Gold brand. The carton is fully renewable, plant-based and made solely from paperboard and plastics derived from sugar cane. The creation of this carton is driven by a desire to reduce our customers’ carbon footprint.

www.tetrapak.ie/choosecartons

Artisan champions

Tradition is a cornerstone of Ireland’s reputation for great food says Irish Food Writers’ Guild as eight winners announced at 2022 IFWG Awards

Creativity in the face of the challenges posed by the Covid-19 pandemic is admirable, and the 2022 Irish Food Writers’ Guild Food (IFWG) Awards celebrated the Irish food producers who achieved just that.

“The pandemic changed the very nature of consumer behaviour and in turn, forced Ireland’s food producers to change the way in which they operated,” says Caroline Hennessy, chair of the Irish Food Writers’ Guild. “24 months since we first heard the term Covid-19, we are celebrating the artisan producers and food businesses that stepped up to the plate, continued to serve communities and dug deep during the pandemic, despite all obstacles. We are recognising those who kept moving, got creative, started new ventures and found new ways of reaching their customers.

“Passion, hard work and a can-do attitude are core values that the winners of the 2022 IFWG Food Awards have in abundance and the IFWG is recognising the vibrancy and resilience of the Irish food industry with the presentation of eight awards.”

Since 1993, the IFWG Food Awards have celebrated local producers and food heroes who have nourished and brought pleasure to the lives and tables of so many. Ireland is blessed with a thriving culinary community and the standard of the country’s artisan food produce is world-class but, as noted by the IFWG, there is one standout quality that links the 2022 winners – tradition.

“Many of our 2022 winners are traditional products, but with a twist,” says Hennessy. “From fishmonger to baker, cheese maker to the Galway duo who have played with the traditional Irish love of tea, innovative producers are putting their own stamp on things, creating something unique and something quite delicious.

“I believe there has never been a greater appreciation for Ireland’s food producers and the wider food community for what they have achieved over the past two years,” she adds. “Amid lockdowns and restrictions, so many of these businesses and producers managed to adapt to soaring demand for click and collect services, online shopping deliveries, food boxes and food trucks. In many ways, our artisan food community are heroes, bringing not just nourishment and sustenance but comfort and even joy to what was otherwise a very difficult period for so many people.

“We are honouring eight outstanding winners who represent what is great about the food and drink industry in 21st century Ireland. From embracing sustainability and innovation to keeping age-old traditions alive, each recipient has been singled out because they can inspire us to think outside the box, do more and do it better.

“The winners really encapsulate the artistry, diversity, and integrity of Irish food production and gastronomy,” adds Una Fitzgibbon, director of marketing and communications at Bord Bia.

2022 WINNERS

The winners of the 2022 Irish Food Writers’ Guild Food Awards are:

Food Award: Bread 41, Dublin

Food Award:

Calvey’s Achill Mountain Lamb, Mayo

Food Award: Coolfin cheese, Galway

Irish Drink Award:

All About Kombucha, Galway

Notable contribution to Irish Food Award:

Stefan Griesbach of Gannet Fishmongers, Galway

Environmental Award: Rock Farm Slane, Meath

Community Food Award:

Our Table, Dublin

Lifetime Achievement Award:

Sally Ferns Barnes, Cork

The Community Food Award was presented to Ellie Kisyombe, co-founder of Our Table, a community-based, social enterprise that draws attention to the realities of those living in Direct Provision The IFWG Lifetime Achievement Award was presented to Sally Ferns Barnes, who since 1979 has been perfecting the art of smoking wild Irish fish at West Cork’s Woodcock Smokery

Community Food Award

Among the winners was Malawian Ellie Kisyombe, a former asylum seeker, who met café owner and food writer Michelle Darmody while doing volunteer work in the Irish Refugee Council. Together they set up Our Table, a community-based, social enterprise that uses food as a way to connect, start a conversation and draw attention to the realities of those living in Direct Provision.

Our Table started out hosting pop-up and catering events aimed at generating awareness about conditions within the Direct Provision system, while also providing immigrants with employment. During the pandemic, the team focused on getting as much good, wholesome food as possible to those living in emergency accommodation and Direct Provision Centres. Plans for the future include setting up a new Our Table kitchen that will be used for their many projects and ongoing training, cooking and mentoring. For more information, visit www.ourtable.ie.

Lifetime Achievement Award

Since 1979 Sally Ferns Barnes has been perfecting the art of smoking wild Irish fish at West Cork’s Woodcock Smokery. Over the last 40 years, she has acquired great knowledge on everything that links the ocean and its bounty, smoke curing, and working with nature and natural processes. The Keep, established adjacent to the smokery in 2020, is where that knowledge is shared through masterclasses in the art of curing and smoking wild fish. Sally Ferns Barns is the last person in Ireland that exclusively handles wild fish and is a keystone in the age-old traditions of our Irish food culture. Head to www.woodcocksmokery.com for more information. n