Retail News September 2010 by Retail News

September 2010

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SMOKING KILLS Irish Government Warning

September10Contents

■ inside view

Sweet Surrender and SHOP 2010 SEPTEMBER is upon us already and for those in the grocery trade, that means one thing: SHOP 2010. A key event in the food, drink, retail and hospitality calendar, SHOP 2010, now in its fifth year, takes place from September 28-30 at the RDS Simmonscourt, Dublin. Designed for those in the food service and food retail sector to find new products and network, SHOP 2010 expects to welcome approximately 4,000 key buyers and decision-makers to this year’s show, while a massive 40% of this year’s exhibitors will be showcasing their innovative products and business solutions for the first time at SHOP. With a superb line-up of keynote speakers, learnShop programmes and a host of highly regarded awards, SHOP 2010 is the must-attend event for the retail sector this year. See our in-depth preview (Page 35-42) and please avail of your free ticket inside this very magazine. Ireland as a nation has one of the biggest sweet teeth in the world: fact. Even the recession, which crippled so many other industries, couldn’t really turn Irish consumers away from their favourite confectionery brands. While it’s true that value has fallen since the economic downturn, it’s extremely reassuring that confectionery volumes have remained relatively stable. Cadbury Ireland are aiming to kick-start the confectionery category with their massive Spots V Stripes campaign, the biggest marketing investment in the company’s history. Brian O’Sullivan, MD, Cadbury Ireland, talks us through the reasoning behind the new campaign and what he hopes it will achieve, as well as predicting a bright future for confectionery in Ireland (Page 18). But that’s not all that’s on offer inside: RETAIL NEWS and PostPoint are giving you the chance to win a host of incredible prizes, including an iPad, a Flip video camera and a superb Dell Inspiron laptop (Page 33).

Cadbury will inspire the country to play with...

The country will become 2 teams - Spots v Stripes - to create the biggest, longest game ever!

€15m

NEW

marke ti suppor ng t ove 2 years r

Much more than a promotion or a new product launch

“Over 53 years

Kathleen Belton, Editorial & Marketing Director

serving the Irish grocery trade.”

Managing Director: Fergus Farrell Editorial & Marketing Director: Kathleen Belton Editor: John Walshe

Putting the fun back into confectionery with the spirit of the games

johnwalshe@tarapublishingco.com

Advertising: Kathleen Belton Pat Murray

kathleen@tarapublishingco.com

pat@tarapublishingco.com

Chief News Reporter: Pavel Barter

Wine Correspondent: Jean Smullen

For or m more e information in nf ma at n an and to o T A R A Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2.

www.spotsvstripes.com spo s p co

Tel: (01) 2413095 Fax: (01) 2413010 Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Subscription to Retail News: €95 plus VAT Email: aoife@tarapublishingco.com Origination by: Rooney Media Graphics

Printed by: W&G Baird

Reproduction without written permission is strictly prohibited.

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September10Contents

Contents September 2010

News 4NCA Survey Under Fire. 5Russian Wheat Crisis to Impact Here? Revenue Opens Freephone Line for Tobacco Whistleblowers; Consumer Confidence Growing.

Waste Disposal 46The Bizzy Binz waste

On The Vine 62As Chile celebrates its

disposal system gives you the opportunity to generate extra foot-fall and revenue in-store.

Bi-Centenary, now perhaps is the time to create greater awareness about the very strong links between Ireland and Chile, writes Jean Smullen.

Shelf Life 64All the latest news and

The Retail News Interview 18Brian O’Sullivan,

4 6Barry Group Profits Up By 12%; Big Problems for Small Business. 7Musgrave Signs €25m Green Deal with Airtricity. 8Obituary: George Cooke; Senator Calls for Action in Border Areas. Shop Profile 16Store owner John Bradley managed to turn adversity into opportunity with his XL shop in Dublin’s East Wall.

Managing Director, Cadbury Ireland, on the massive Spots V Stripes campaign, the company’s special place in the hearts of Irish consumers and the future for the confectionery sector.

PostPoint Competition 32RETAIL NEWS and

gossip from the trade.

48 Fuels 48Irish consumers are Regulars

PostPoint are giving you the opportunity to win some incredible prizes, including an iPad, a Dell Inspiron laptop and a Flip video camera.

increasingly looking at minimising their winter energy costs, primarily through spot heating, with attendant profit opportunities for retailers who stock LP Gas cylinders and solid fuels.

SHOP 2010 35Taking place from

Forecourt Focus 60The redevelopment

22 Confectionery

September 28-30 at the RDS, SHOP 2010 is packed full of solutions for your business. Check out what the show has in store.

of Niall and Eilish Fox’s Daybreak forecourt in Mullingar has proved a tremendous success for the entrepreneurial retailers.

10 Industry News 57 Drinks News 63 What’s New Sectoral Reports 28 Hot Beverages 43 Sauces 58 Cereals

September10News

NCA Survey Under Fire RETAIL groups have reacted angrily to a survey by the National Consumer Agency (NCA), which suggests the Irish grocery market suffers from a lack of competition. The survey compares branded items in Tesco, Dunnes Stores, Superquinn, and SuperValu, revealing that little price difference exists between the retailers. Between Tesco, Dunnes Stores and Superquinn, for example, the difference between the cheapest and most expensive basket of goods was €5.75 (2.4%). However, John Foy, President of RGDATA, told RETAIL NEWS the survey is not conclusive since it did not include the entire spectrum of the grocery sector. Excluded were the discounters, who hold around 8% of market share, as well as the majority of independently owned retail shops. Furthermore, the survey revealed a 14% fall in the price of goods in the multiples between January 2009 and July 2010: a sign of a competitive market in itself.

RGDATA President John Foy.

“If you’re going to do a survey on competition, surely you include all the players in the marketplace,” he said. “We have a highly competitive market. As the NCA stated, the prices have dropped by 14%, so on one hand the prices they selected have come down; on the other, they are saying there is no competition in the marketplace.” Torlach Denihan, Director of Retail Ireland, suggested the Agency put a spin on the results of the survey. “I’ve no doubt about the bona fides of those who have done the numbers,” he told RETAIL NEWS. “But the NCA have taken this research and suddenly jumped from a survey of grocery goods in four stores to say there 4

isn’t enough competition. We have a problem with the overall conclusion they have drawn from the numbers, particularly in regard to their assertion about a lack of competition in the market. We just find that absolutely ridiculous.” Foy claimed symbol groups provide their own levels of competition. Large, non-Irish retailers - Tesco, Lidl and Aldi - are not exactly shy about competing with one another, added Denihan. When questioned about the merit of the survey, NCA Chief Executive, Ann Fitzgerald told RETAIL NEWS it was focused on branded goods, hence the exclusion of discount stores. The survey will be followed by other reports that will focus on specific aspects of the grocery trade, including the convenience sector and own brand. “As part of the Agency’s ‘whole of wallet’ approach, studies have already been carried out into over-the-counter healthcare products and doctors/dentists’ pricing,” said Fitzgerald. “Further segmented studies are planned. The NCA is firmly of the view that providing independent information on prices promotes competition and empowers consumers to make informed purchasing decisions. This is particularly important in the present difficult economic circumstances.” As part of the survey into branded goods, the NCA called upon the removal of current retail floor-space caps in order to leverage bigger players into the Irish market. “Each planning application should be assessed on its merits, having regard to relevant provisions of the relevant Development Plan,” Fitzgerald said. “Local Authorities should be required to consider the situation, having regard to competition, value and choice; they should be required to take the views and preferences of consumers into account and to then grant or deny planning permission on the basis of a clear and transparent analysis of the specific needs of a given location.” In response, Foy claimed retail planning guidelines were nothing to do with the report, while Denihan said the Agency was trying to justify its own existence. Recent figures, released by

The Sunday Business Post, revealed the statutory body has spent €250,000 on surveys over three years. It has, claims Denihan, little to show for it. “They seem to be quite happy to make generalised assertions that aren’t based on evidence about an absence of competition,” he said. “On the other hand, they don’t seem to want to engage with things that are a burden on the retail sector: rent levels, upward-only rent reviews, service charges, electricity prices, wages. All of these are a major burden on retailing and part of the retailer cost base. All we have to do is open the pages of the newspapers every week, and there are full page ads where the companies are slogging it out for the consumer’s euro.”

Torlach Denihan, Director, Retail Ireland.

John Foy did not go so far as to call upon the Agency to be disbanded. “Consumers need protection in certain areas and once things are done in a structured way, which encompasses all of the trade, I have no issues with a proper survey being carried out,” he said. “But they are saying grocers in this country are ripping our customers off and that’s not the case.”

September10News

Russian Wheat Crisis to Impact Here? RUSSIA’S wheat crisis threatens to spill over to the rest of the world, as the country’s worst heat-wave on record has led Prime Minister, Vladimir Putin, to implement a ban on grain exports until the end of the year. Economists suggest the drought could hit global economic growth to the tune of $14 billion. The Irish manufacturing sector is waiting to see how the rest of Russia’s harvest pans out, however. At present, the commodity markets are reacting strongly on pricing and stocks are sufficient, said Food and Drink Industry Ireland’s Paul Kelly, in an interview with RETAIL NEWS. “If stocks begin to run out and if we see upwards sustained rises in a variety commodity prices - not just wheat - that will feed through into consumer prices. Ultimately, though, it will be an event for 2011, rather than the rest of 2010.” To what extent does the Irish food industry rely on wheat from Russia? “It is very limited directly,” he said. “The Commission say the EU imports less than one million tonnes of cereal from Russia, whereas there are about 300 million tonnes produced within the EU itself. Obviously, a lot of these things

are traded internationally, so if we get a particular issue that happens in one

Paul Kelly, Director, Food and Drink Industry Ireland.

part of the world, either drought or an overabundance, that has an impact on pricing, not just in that country, but in the global price of commodity.” Is there anything for Irish manufactures to worry about? “In the very short term, I don’t think so,” said Kelly. “A lot of government officials around the world do not think it will have a long term impact, as it stands. Once the full harvest is in and we have a clear picture of where supplies will be, how stocks will be impacted over the next year, that will allow people to be better informed. As it stands, at the moment, the markets are very skittish, but whether that will be sustained, we will have to wait to see when the full harvest is in.”

Revenue Opens Freephone Line for Tobacco Whistleblowers

Consumer Confidence Growing

THE REVENUE Commissioners have introduced a confidential freephone number (1800 295 295) for members of the public to provide information about smuggling or the sale of illegal cigarettes. This comes at a time when tobacco smuggling has reached record levels. “Anyone tempted to buy cheap cigarettes from an irregular source of supply must realise that there is a high possibility that they are buying counterfeit goods, which provide an unknown additional set of health risks, as the product is not the subject of quality control,” noted Liam Irwin,

CONSUMER confidence in Ireland has reached its highest point in three years, according to the latest Consumer Confidence Monitor Results. The results of the latest survey, from July of this year, reveal that 22% of respondents feel that Ireland as a country will be better off this year, compared with just 9% of those surveyed in March. More than half of the respondents expected their income to be either the same as it is now, or higher, over the next year. The highest level of positivity was shown by respondents in the Dublin area, with a third of those believing the economy will have improved within the next 12 months, while just 13% of those surveyed in Munster felt positive about the economy in the next 12 months.

Revenue Commissioners, who warned purchasers of black market tobacco that they are putting money into the hands of criminal gangs. “These actions are not just robbing the exchequer of much needed funds, they are also hurting local businesses.”

September10News

Barry Group Profits Up By 12% THE Barry Group have bucked the recession, according to their year-end results for 2009, which show that group profit before tax in 2009 was €3m, an increase of over 12% on the €2.67m it earned the previous year. Turnover reported in the financial year ending January 31, 2010, showed a fall in sales from €212.5m achieved in 2008 to €207m in 2009, which the company attributes to a consumer spending slowdown and a significant reduction in the average cost per box, reported across the industry. The year-end results show that Barry Group outperformed the entire grocery industry, in what was one of the most difficult year’s trading for the Irish grocery sector. The company attributes its performance to its reaction to the current challenging trading market - Barry Group significantly reduced its cost base as well as upping its levels of services to its customer base, providing excellent value for money for retailers who, in turn, passed on value to their customers. “We’ve managed to increase our net profit on a reduced turnover through aggressively managing our cost base and prudent management of credit risk,” commented Managing Director of Barry Group, Jim Barry. “The Irish retail environment continues to be extremely competitive and operating margins continue to be squeezed. Our profits in 2009 were driven primarily through reducing our

Jim Barry, Managing Director of Barry Group, is pictured with Noel and Raymond McIntyre, proprietors, outside the new Buy Lo Store on the Old Dublin Road, Mullingar.

cost base, out-performing the market and re-inventing our retailer offering. “The Barry Group is currently trading ahead of the market, driven primarily by significant growth through Carry Out and Buy Lo, our new branded discount chain which has outlets successfully running in Ashbourne and Tralee. Our desire to grow and outperform the market is deep-rooted and we continued to invest heavily last year - first in acquiring Carry Out specialist off licence business at the tail-end of 2009 - the full benefit of that take-over is expected to add €42m to our annualised turnover reported next year. We also recently invested €1.5m in doubling the capac-

ity in our central distribution facility.“ Barry Group is actively seeking new sites across Ireland for Buy Lo, its Irish brands discount store. The aim is to open another eight new Buy Lo stores before the end of 2010, bringing the total number of Buy Lo stores to 10. New stores are opening in Mullingar, Shannon, Killarney and Waterford in the coming months, with more coming on stream before the end of the year. The company also plans to double the number of Carry Out stores by 2012. The specialist off licence business offers an excellent business opportunity, providing improved margin and excellent value for money.

Big Problems for Small Business SMALL businesses are at a loss when it comes to loans. According to a recent Bank Watch survey by the Irish Small and Medium Enterprises Association (ISME), 55% of businesses that applied for overdrafts, extensions to overdrafts, new loans, or other facilities from banks over the three months leading up to June 2010 were turned down. This statistic is in contrast to claims from banks that loans are given to eight out of every 10 applicants. However, Mark Fielding, ISME Chief Executive, told RETAIL NEWS, the figures are accurate. “The banks’ figures are based on fully completed, formal applications,” he said. “The vast majority of our members initially make an informal application. They meet the bank manager, ring up and ask for a loan, and the bank manager turns them away. That, to our members, is a refusal. To the bank, it is not registered. If Mark Fielding, you go through the full, formal application process, and fill in the forms, then it is ISME Chief Executive. easy to see how they will say 8 out of 10. “82% of the businesses that we surveyed in June stated banks were making it more difficult for them to access finance. Around 65% of the respondents were with their banks for more than 10 years. We’re not talking about new, small business setting up last week. They have all been trading for many years.”

September10News

Musgrave Signs €25m Green Deal with Airtricity

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“Mitigating climate change impacts and reducing our dependence on fossil fuels are crucial sustainability issues,” noted John Curran, Environmental Executive, Musgrave Group. “As well as lowering emissions of CO2 and other greenhouse gases, this agreement with Airtricity will also result in reduced energy costs for Musgrave and our retail partners and underscores the value of continuing to focus on driving our sustainability strategy, even in times of recession.” “Energy management is a crucial sustainability issue for business. With Irish businesses increasingly aware of their responsibility to the environment, a growing number of organisations are implementing environmental or green programmes focused on operational areas where financial and carbon emissions savings can be achieved,” said Dermot McGovern, Sales Manager, Airtricity. “As one of the market leaders in sustainable environmental practices in the retail sector, our agreement to supply green electricity to Musgrave ownedsites across the island of Ireland illustrates the Group’s commitment to the environment and its sustainability strategy despite the economic downturn.” Along with the green electricity contract and the separate green affinity scheme, Airtricity has also agreed to provide a discounted deal for home electricity and gas to Musgrave Group staff.

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MUSGRAVE Group has signed an agreement with Airtricity to supply green electricity to its network of depots and sites across the island of Ireland. Under the terms of the contract, Airtricity will supply green electricity to all Musgrave Group owned facilities on the island of Ireland, both North and South, and via an affinity scheme to its SuperValu, Centra and Daybreak stores in the Republic of Ireland and SuperValu, Centra and MACE stores in Northern Ireland. The overall deal is worth in the region of €25m and the agreement is the largest all-island green electricity deal of its kind. Musgrave Group has made significant progress in improving the energy efficiency of its business and continues to focus on reducing its carbon emissions and associated costs. The contract with Airtricity further underscores the Group’s commitment to supporting the development of Ireland’s renewable energy infrastructure and will provide the business with an opportunity to further reduce its carbon footprint and its operating costs. The new ‘green’ electricity contract with Airtricity extends Musgrave’s current use of electricity generated from renewables into Northern Ireland. The Airtricity deal will allow Musgrave to displace more than 130,000 tonnes of CO2, which is the equivalent of taking more than 60,000 family cars off Irish roads annually.

Dermot McGovern of Airtricity, is pictured with Ingrid de Doncker and John Curran of the Musgrave Group at the announcement.

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September10News

Obituary: George Cooke ONE of the most respected and loved figures in the Irish grocery sector, George Cooke, founder of the National Grocers Wholesale Alliance (NGWA), which later merged with Keencost to become the Stonehouse Group, has passed away. George, who established the George Cooke & Co. wholesale business, was a respected figure in the grocery trade since the early 1940s. “I couldn’t attempt to give a full account of the life and times of the late George Cooke Senior in a couple of hundred words. It would fill pages!” noted Tom Shipsey, CEO, Stonehouse, who knew George for over 20 years.” “I was proud to know George, he was a very caring individual. A master grocer, they used to call him,” said Tim Nolan, co-founder of the Irish Grocers Benevolent Fund. “He was a great man to reminisce. He would remember every name and every detail. He was something special, George.” In 1941, George began working for Hughmore & Alexander’s - the only publicly quoted company in the grocery business at the time – in Dublin’s Linenhall. Three years later, he became the company’s Junior Rep and by 1946 he was liaising with Musgrave of Cork. In March, 1949, he established George Cooke & Co. on Lower Rathmines Road, Dublin, and the company is currently located in Bluebell, under the reins of his son, George Junior. In 1961, George founded the NGWA, and presided over the organisation as President for a number of years. In early 2000, it merged with Keencost Centres to become Stonehouse, one of Ireland’s leading independent wholesale companies. George also played an instrumental role in the Irish Grocers Benevolent Fund, which provides help and assistance for those in need in the Irish grocery trade. Tim Nolan, who co-founded the Fund in 1964, was friends with George since meeting him in the late 1940s. “He was a rep on the road in those days,” recalled Tim. “He was the sort of individual who was full of the joys of life. If you threw him out one door, he’d come in another. George and I, our paths crossed a lot over the years.” George became involved in the Benevolent Fund around 1970, becoming an Honorary Secretary up until 8

about a year ago. Tim recalls the Fund’s annual charity ball, held in Dublin’s Jury’s hotel. George would load a van with gift bags, donated by manufacturers, and bring them to Jury’s. In 1988, Tim held the Fund’s first gathering in Howth Yacht Club in which retired people, who had helped the organisation, would get together for a meal. George Cooke would organise a gift bag for each of the attendees at the event. “George was by my side from the word go,” said Tim. “He organised parcels which we gave out to all the old age pensioners, retired people, coming to the function. George was doing that up to about three years ago.” Tom Shipsey described George as “an enigma”. “To those who didn’t know him he could appear a tough man: he frightened the life of new reps who called on him. He could be demanding, impatient and in the “old school” tradition, he certainly suffered fools lightly,” he noted. “But that was only one side of George. He tested people and loved it when they stood up to him. He was compassionate and cared about all who came through his door. He gave financial assistance to reps that were out of work. He supported loads of charities, especially the one closest to his heart, the IGBF. He was a loyal friend, advisor and supporter of me from the day I joined the company.” According to the Stonehouse CEO, “George was full of life, a charmer and an astute business man. How many other people into their 80s are investing in businesses and properties as, in his words, ‘a good long term bet’. He described himself as a simple grocer but he was much more than that. He was (including his bark) a humanitarian, a devoted husband, a family man and a rogue. The grocery trade is diminished by his passing.” RGDATA President John Foy noted how George was “a colourful character and a great ambassador for the retail sector over the last 50 years. Socially, he was a great character as well. He was renowned in the trade and will be sorely missed.” All the management and staff at RETAIL NEWS would like to pass our condolences onto the Cooke family at this sad time. “We met and interviewed George extensively over the years and were always delighted by his larger-

than-life character and his intense love of the grocery trade,” noted Kathleen Belton, Editorial Director, RETAIL NEWS. “George was one of the good guys in this business and everyone in the trade will miss him greatly.”

Senator Calls for Action in Border Areas A SLIGO senator has called for action against the “ravaging effects” of cross border shopping on local economies in border counties. Despite recent figures which suggest southern shoppers, who had been visiting Northern Ireland to take advantage of the weaker pound and lower VAT rate, are now looking for better value for money closer to home, Fianna Fáil senator Marc MacSharry contends southern border regions have yet to see any benefits. “There have been some improvements in recent times, but the overall issue remains the same,” he told RETAIL NEWS. “There is an element of swings and roundabouts to the strength or weakness of Sterling, but there are more long term sustainable problems in terms of the differences between north and south. While there is a little bit less cross-border shopping and more competitive pricing in the south, I wonder will we be saying that in the first week of December.” MacSharry recently compiled a report, ‘Sustainable Border Retailing’, in which he highlighted some of the problems facing retailers in border regions. Part of the problem, he suggests, is the inability of local authorities to finance businesses. Since Fianna Fáil abolished domestic rates in 1977, local authorities have become dependent on central government financing. A reduction in commercial rates could help retailers price themselves back into the market, he suggested.

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September10Industry

News

Carling to Sponsor Four Nations Football Tournament INTERNATIONAL goalkeeping legends Packie Bonner, Republic of Ireland (right), and Pat Jennings, Northern Ireland (left) joined Niall Phelan, Molson Coors Country Manager for Ireland, at the launch of Carling’s sponsorship of the inaugural Carling Nations Cup, a new international football tournament which

will see the Republic of Ireland take on Northern Ireland, Scotland and Wales at the new Aviva Stadium in Dublin early next year. The Carling Nations Cup, which kicks off on Tuesday February 8, 2011, will be the first senior international tournament hosted in Ireland and marks a significant investment by Carling.

Carling has been a major sponsor of football for many years, and today’s announcement builds upon its range of other sponsorships which include the Carling Cup in England and Wales, the Carling Premiership in Northern Ireland and most recently its sponsorship, of the Scottish National Team and Scottish Cup.

Irish Rainbow Carrots in SuperValu

HB Ice Cream Happy Days Tour

SUPERVALU has announced the exclusive availability of the first batch of Irish Rainbow Carrots in SuperValu stores across Ireland. Rainbow Carrots are new to the market and grow naturally in a variety of colours, including yellow, orange and cream. These differing colours are extra sweet and offer a broader spectrum of nutritional content than traditional carrots. SuperValu stores across Ireland sell over €6m worth of Irish carrots each year. Pictured at the announcement was Roisin Webster (4) from Dublin.

AFTER a month long search, HB Ice cream, along with the Ray Darcy Show, sprinkled some happiness across Ireland during the month of July, as part of the HB Happy Days Tour! The HB Happy Days Tour joined four lucky winners, from over 3,000 applicants, and helped them celebrate weddings, anniversaries and birthdays, as well as the excitement of having The Ray Darcy Show broadcasting live from their homes, along with a bouncy castle, a complementary barbeque and of course, plenty of HB ice-cream. Today FM’s Ray Darcy is pictured enjoying the HB bouncy castle.

Musgrave Triathlon Raises Funds to Fight Cancer

Kellogg Company Creates 50 Jobs

THE ninth annual Musgrave Triathlon, which to date has raised over €2.7m in aid of the Irish Cancer Society and Our Lady’s Children’s Hospital Crumlin, was launched by Cork hurler Aisake O hAilpin and Cork footballer Paul Kerrigan. The triathlon took place at Farran Woods in Cork on September 4. It attracts over 500 participants every year and it is hoped that the triathlon will raise another record amount in 2010. “The Irish Cancer Society and Our Lady’s Children’s Hospital Crumlin play a vital role in combating cancer in Ireland and this year we are delighted to announce that we are extending our fundraising sup-

KELLOGG Company, the world’s leading producer of breakfast cereals, has announced the creation of 50 high-value jobs in Ireland. The company is recruiting for senior positions in many of its European Marketing, Finance and Sales functions at its European headquarters in Swords, while its Irish business is also recruiting a number of sales people to join its Irish sales team. “Our vision is to become the food company of choice and through our European headquarters, we are building a centre of excellence here in Dublin, which supports our teams in their local markets,” said Tim Mobsby, President of Kellogg Europe. “Ireland is a great place to do business. We are able to attract highly skilled professionals in this market and we are confident that we can continue to build our functional teams here to sustain growth across our European business.”

port to include Cork Cancer Research Centre (CCRC),” noted Shea Fahy, HR Director, Musgrave (pictured here with Paul Kerrigan and Aisake O hAilpin). “CCRC is an internationally recognised cancer research centre that has been very active in developing new treatments for cancer patients over the past 11years.”

September10Industry

News

GOAL and MACE unite for Pakistan appeal MACE has teamed up with Irish aid agency GOAL to help raise essential funds for the people of Pakistan in the aftermath of the recent flooding disaster. The fundraising initiative was kick-started by MACE Blanchardstown owner Dr Fazal Memon, who is originally from the affected region. As a result, GOAL collection points have been set up in 243 local MACE stores across the country in order to facilitate fundraising for the relief effort. Pictured at the launch of the Pakistan appeal, which will run in MACE stores until October 29, are: Roisin Webster (from Rush, Co. Dublin) with Suzi Murray of GOAL and Dr Fazal Memon, MACE Blanchardstown.

Beat the Wheat

Tesco Relaunch Clubcard

THE Coeliac Society of Ireland Awareness Day 2010 took place on September 4. Irish boxing hero, Bernard Dunne is pictured with his coeliac daughter Caoimhe (4) and coeliac Daniel Cleary (11), at the launch of the event.

TESCO have announced a major re-launch of their Clubcard Programme. The re-launch includes a new card, new look and easy to read statement, as well as an improved Deals programme, including significant savings on a variety of activities such as holidays and family days out at some of Ireland’s most popular tourist destinations. Clubcard is Ireland’s most popular reward scheme and the company expects to send €28m of rewards to customers this year. Since its launch in 1997, Tesco customers have received over €200m in vouchers. In a first for Irish retailing, Tesco will also introduce an iPhone Clubcard app for customers in the coming months. The app will enable users to scan their phone screen at checkouts without having to search for their card. Other improvements include an online Clubcard facility – allowing customers to spend their vouchers online for Clubcard Deals and groceries.

Hurling Fans Reach New Heights EIGHT lucky hurling fans won a unique journey to this year’s GAA Hurling All-Ireland Senior Championship Final on Sunday, September 5. Four fans from Kilkenny and four fans from Tipperary travelled up for the match in ultimate VIP-style, as they made their way to Croke Park by helicopter, thanks to Guinness, official sponsor of the GAA All-Ireland Senior Hurling Championship. Kilkenny’s Eddie Brennan and All-Ireland veteran, DJ Carey, lined out alongside Tipperary’s Lar Corbett and former All-Ireland winner, Tommy Dunne at the launch of the Guinness Hurling Helicopter Competition.

Tipperary Tees Off in Style WINNER of the AIB Ladies Irish Open 2010, Sophie Gustafson is pictured at Killeen Castle with Marie Cooney, Tipperary Water. Marie, representing Tipperary Water as the official mineral water sponsor for AIB Ladies Irish Open, had the honour of playing with Sophie in the Pro-Am. It was the biggest golfing event ever to take place in Meath and there was a record attendance for the three days of 35,000 people.

Freephone 1800 604 500 for more information

For trade use only â&#x20AC;&#x201C; not to be left within sight of consumers

SMOKING CAUSES CANCER Irish Government Warning

September10Industry

News

Superquinn Essentials Value Range PICTURED at the launch of Superquinn’s new ‘essentials’ range are (l-r): Bonnie Conlon; Claire Byrne; Fiona Sweeney, Marketing Manager, Superquinn; and Josh Holden. Essentials offers customers Superquinn quality products at extremely competitive prices. With almost 250 lines, 85% sourced from Irish suppliers, the essentials range allows customers to make big savings on their weekly staple groceries. Superquinn essentials products are priced to compete with the value offerings in other supermarkets, but have been created to the higher quality standards traditionally associated with Superquinn. Almost half the products are priced below €1, with many below 50c. With an investment of €2.5m, this is the largest product launch in Superquinn in over 30 years. Essentials products will be found in all areas of the weekly basket, including fresh meat, fruit & vegetables, dairy, bakery, frozen, packaged groceries and household items. Superquinn intends to grow the range in coming months.

Cuisine de France Supports Leinster Loop IRISH cycling legend Stephen Roche and Kildare Senior Footballers Padraig O Neill and Captain John Doyle, are pictured with Hugo Kane, COO of Aryzta, as they call on fellow cyclists, young and old to join him on their bikes for the new Leinster Loop supported by Cuisine de France. It is a charity cycling sportif in aid of NBCRI (National Breast Cancer Research Institute) and St Laurence’s Community Complex, Kildare, which will take place on Sunday, September 19, 2010. The Leinster Loop will cross four counties; Kildare, Laois, Carlow and Kilkenny, with routes mapped out to accommodate riders of all abilities, ranging from a challenging 120km Leinster Loop cycle, to the Roche Ramble - a 15km leisure cycle through south Kildare. See www.leinsterloop.com for more information.

Love Irish Food Brands Score on Great Taste SEVEN Love Irish Food brands won a total of 33 Gold Stars at this year’s Great Taste Awards. Folláin, Flahavan’s, Caherbeg Free Range Pork, Butlers, Cully and Sully, Bewley’s and Robert Roberts all won Gold Stars for one or more of their products. Over 6,000 Irish and UK products entered into the annual food ‘Oscars’ and the competition as ever was fierce. The winning Love Irish Food products included Bewley’s, who won

a whopping 11 Gold Stars: barista Libby Harkey is pictured (right) outside Bewley’s Grafton St. Other winners included: Folláin, who won two Gold Stars for their No Added Sugar Blackcurrent Jam; Flahavan’s, who won Gold Stars for Flahavans Organic Porridge Oats 1Kg and Organic Jumbo Porridge Oats 1Kg (pictured left); Caherbeg Free Range Pork won two Gold Stars for Rosscarbery Recipes Dry Cure Smoked Rashers; Butler’s lifted a Gold Star for their 100g Milk Chocolate Bar with Hazelnuts; Cully and Sully won a Gold Star for their Sticky Toffee Pudding; and Robert Roberts, who won12 Gold Stars including 2 Gold Stars for Robert Roberts Java. “I am thrilled by how well all of the Love Irish Food member brands have performed at the 2010 Great Taste Awards,” noted Sharon Colgan, programme director of Love Irish Food. “Once again it proves the high quality

and standards of Irish food. It’s great to see so many of the Love Irish Food brands achieving such high accolades in tough economic times and is a great boost to the campaign.”

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September10Shop

Profile

XL Excels in East Wall John Bradley managed to turn adversity into opportunity with his XL shop in Dublin’s East Wall. Store owners John and Ann Bradley are pictured with Barry Egerton, Development Manager, XL, outside the East Wall store.

John

Bradley has been working in grocery retail since the early 1970s. His XL store, in the heart of East Wall, was badly damaged by a fire during October of last year. Not one to shy away from a challenge, John immediately began to assess the damage to the shop. “The fire was significant; the shop needed a complete re-fit in order to trade again,” he tells RETAIL NEWS. “It was a big blow, especially since it happened during such a tough recession, but at no stage was I going to close the shop. I’d been running the shop in East Wall since 1999. I’d been working with XL and Value Centre since opening the shop and we had a great working relationship.” At that time, the group was finalising its rebranding from the old XL Stop & Shop image to the brand new XL package, so John decided to introduce the new image while

repairing the fire damage and reopen as a brand new XL shop. “If a fire can be well timed, that one was,” the store owner grins. “There was no doubt that I would reopen the store: I have been serving the community for over a decade and I have no intention of stopping any time soon.”

Community Store East Wall is a well established part of Dublin near the city centre. Bradley’s XL on Church Road is slap bang in the middle of what feels like a village centre. The terrace of shops containing Bradley’s also has a chemist, a butchers and a medical centre; Bradley’s XL also houses the local Post Office. So in terms of footfall, both in front of and inside the shop, the location could hardly be better. However, while the work was underway, existing customers had to use a nearby post office and different shops. There was no guarantee that trade would return, once John had reopened the shop. He needn’t have worried. “I was absolutely delighted when we reopened the shop,” he enthuses. “Everyone came to see how the shop looked and they were very impressed with the new look and layout. Not only

September10Shop

was the XL image introduced throughout the shop, but myself and the Group also completely redesigned the layout of the shop. The height of the freestanding aisle shelves was reduced to increase the feeling of space in the shop. The area dedicated to fresh fruit and veg was reduced, a greater emphasis was placed on fresh and speciality breads and cakes, as well as coffee and food-to-go from the deli. The chill section was increased and the frozen food section was moved to a more prominent position and it has seen sales increase significantly.” Bradley’s is not an overly large shop, at 2,000 square feet, but it is perfectly formed. Within two weeks of reopening, sales were back at previous levels and all John’s existing customers had returned to the shop. Indeed, sales in the shop have been growing since January and John attributes this to the fact that he is now attracting more of the working singles and couples, looking for easy meal solutions, that have moved to the area in recent years.

Keen Value Offers The keyword in the shop, however, is not so much convenience as it is value. Right across the store, special offers from Value Centre, as well as the Family Value own brand, are heavily promoted. “You have to have a quality product and great customer service, but the most important thing at the moment is to offer customers value for money,” John admits. “To survive in retail at the moment, you have to keep your margin low, get great deals from your suppliers and pass them on to the customer. With the promotional offers from Value Centre and the Family Value brand, I can offer customers great products at great prices.” John has a very hands-on attitude with the shop, with staff and with customer service. The atmosphere in-store is friendly and informal and John knows his customers well. XL provides staff with training and certification in formal

Profile

areas such as hygiene, but when it comes to friendly banter and Dublin wit, John has the expertise. In closing, John says, “This is a community shop, most trade is repeat trade and as well as a spotless shop and value for money, we need to provide the community with a shop that it their own as much as it is mine. The diligence of my staff and my wife Ann and the support I get from everyone at XL, especially Colm Fitzsimons and John Byrne, and Cormac Kelly in Value Centre, has allowed me to keep that community shop going through fire and recession and whatever else might come along.”

Cost Effective Solution According to Colm Fitzsimons, National Business Development Manager, XL, “John’s is one of 25 shops to have opened with the new XL brand this year. The image has been very well received by retailers and their customers and it offers a very cost effective solution for retailers looking to rebrand or upgrade their shop.” Barry Egerton, Development Manager, XL, adds, “John attended one of our retailer forum meetings recently, where getting the best value for customers was one of the major talking points. It’s great to see just how strongly he backs our value offer in the shop and it is the efforts of retailers of his calibre, along with the group, that will help us place XL as not just a quality brand but a great value for money brand in the minds of consumers.” Bradley’s XL has overcome more challenges than most FACT FILE in the last 12 Owner: John Bradley months. With the Location: Church Road, East Wall, Dublin 3 continued supSize: 2,000 square feet port of XL and Number of the hard work Staff: 12, full time & part time of John and his Opening staff, hopefully the Hours: 07:00-20:00, Monday - Sunday next 12 months will less dramatic. 17

September10The

Retail News Interview

Brian O’Sullivan, Managing Director, Cadbury Ireland, talks us through the reasoning behind the massive Spots V Stripes campaign, the company’s special place in the hearts of Irish consumers and predicts future growth for the confectionery sector.

Cadbury to Reinvigorate Confectionery Market Cadbury

Ireland’s new Spots V Stripes campaign is the biggest the company has ever undertaken, with €15m being invested to get people playing games again and to bring communities together over the two years leading up to the Olympic Games in London in 2012, where Cadbury is the Official Treat Provider and Cadbury Ireland is Official Treat Provider to Team Ireland. But why such a long-running campaign with lofty ideals? Why such a high level of investment? What do Cadbury hope to get out of Spots V Stripes? Brian O’Sullivan, MD, Cadbury Ireland, has the answers.

we invested in it over a long period of time, it wouldn’t really work. Ireland has gone through a very tough couple of years. We’re not immune to that: we’ve had a tough couple of years ourselves. There has been a lot of price competitiveness in the market, as promotions have become much more frequent and much deeper. We believe that it needs some big initiatives to kick-start a bit of life, not just into our category but business in general. If ever there was a time for people in Ireland to play games and have some fun, this is the time.

Why invest such a massive amount of money in this campaign?

What do you hope Spots V Stripes will achieve from a business perspective?

What they are trying to do with London 2012 is to go back to the original concept and the true spirit of the Olympics, which is all about participation, and not necessarily about the elite athletes. Out of that was born the idea that play is really important and there is a big connection between playing, having fun and what the Cadbury brand stands for. If we want to encourage everybody in Ireland to play more games and have some fun, we felt we wouldn’t be able to do that with a normal or short-term marketing effort, because it’s a cultural change. We felt that unless 18

If we take the concept at its very purest, we want to see people in Ireland playing games and having fun. You may say, ‘that’s a great thing but what does it do for Cadbury?’ There is a huge loyalty to the Cadbury brand in Ireland. People believe it to be their own brand. We really hope that by doing the right thing, that loyalty will strengthen and the brand will be a lot stronger as a result. For our customers, we think we have a concept that they will work with us on and develop their own tailor-made initiatives in-store to create a bit of fun for their customers.

September10The

Retail News Interview

People talk about 360-degree campaigns in advertising all the time, but this certainly fits the bill. Just how big is Spots V Stripes?

Amy Huberman and Keith Duffy, pictured at the launch of Spots V Stripes.

Over the two years, everyone can get something from this campaign. There is something in it for Cadbury, there is something in it for consumers and there is something in it for our customers.

One of the stated campaign goals is to build bridges between people and between communities, an ambitious statement and not normally one associated with big business. Why is it important to Cadbury? The foundations of Cadbury over 100 years ago were built on relationships with employees, with communities, so it was founded on very strong values. From that perspective, this campaign is very close to where we have come from and the Olympic Games gives us an excuse to bring back to life the core values of Cadbury. We are in a unique position - not many brands could take this on and try to do it, but Cadbury can, and ordinary people will benefit as a result of it, our customers will benefit from it and we as a business will be more successful, because it’s core to what we are and where we’ve come from.

What has the reaction been like so far with retailers? About nine months ago, we started getting our customers involved: we would

never have done that in the past. We would normally have completed everything and then gone to customers with the final project. But this is much bigger, so we involved customers in the concept stage, because we felt that by working together, we could get a lot of benefit from it. Our customers were really excited by the campaign and they have really got involved with us in developing tailor-made programmes as to how the campaign will come to life in their stores over the next two years. We’ve been very careful to try not to dictate to our customers: we are providing a core concept with some core support from Cadbury. We are asking customers to take this concept and work with us, along with their own strategies to develop their brand, to make it bigger than it could be on its own. It can be anything the customer wants. There are no constraints, no boundaries: this is something that we’re trying to get as much creative thinking into as possible. What we’re seeing so far is that when you take the creative thinking of customers and creative thinking of Cadbury and bring them together, you can come up with some fantastic ideas and we have some incredible ideas in the pipeline, which will be very different for individual customers, because they all have their own strategies. That’s the beauty of Spots V Stripes: it’s a core Cadbury concept but when you add individual customer strategies, it can travel in different directions.

It’s certainly bigger than anything we’ve ever done in the past. I can’t at this stage say just how big it’s going to be. I know how much Cadbury can do on our own: how much customers add to it to make it bigger again is still unknown. We have our first six months of plans in place and we will be developing plans for next year and into 2012, so it’s going to be an evolving campaign over the course of the next two years. If it captures the imagination of people, and I think it will, we will be able to look back on it as one of the biggest campaigns ever. But everybody is getting really excited about Spots V Stripes, from media to customers and consumers, so there is an underlying attitude that people want to take part in this campaign: all they need is the excuse, and hopefully, that’s what we are providing.

What are your hopes for the campaign? I would love to think that it brings life to communities and consumers and how they interact with it, life into our customers’ business and life into our own business. I would love to be able to say that it was a fantastic time to live through in our history as a company, that we have left something with consumers that will stay for a very long time, that our customers will feel the campaign was worthwhile and worth putting effort into, and that we as a business are stronger as a result.

The Irish confectionery market has declined in value terms over the last couple of years. Can an initiative like Spots V Stripes re-invigorate the market? Over the last few years, value has dropped by 6-8%, but volume has remained relatively stable. There are much deeper promotions than ever before and pricing on-shelf is much 19

September10The

Retail News Interview

“People in Ireland love Irish Cadbury Dairy Milk and they will continue to get Irish Cadbury Dairy Milk: that is something that is absolutely sacred.”

foot-fall may be down, you can drive sales of confectionery by exploiting the impulse nature of it, by creating displays in the high traffic areas of your store, putting an attractive offer or attractive proposition there for consumers. In the confectionery sector, over 80% of purchases can be influenced by what the store does within its four walls: where they position it, how many displays are there etc.

The range of confectionery has expanded in recent years into sharing bags etc. How is the market performing by sector? The single bar format is very much dependent on foot-fall in stores: the higher the foot-fall, the more sales we

you can sell more. Our focus in Cadbury is very much on understanding the category, understanding how the shopper interacts with it and knowing what to do with that information.

How important is New Product Development to the category? NPD is hugely important, particularly in confectionery. People love chocolate, but they love tasting chocolate with different ingredients, different make-ups, different types of bars. You will still always have the old favourites like Cadbury Dairy Milk, Crunchie and Twirl, but consumers love trying new things. They may not stick with them forever – compared to our biggest brands, some of which are 70 years old – but if you’re not bring-

more competitive. As a result of that, the value has dropped off. But we have had two years of that type of trend, so what is the future for this market? I think, from a strong foundation of volume and consumer demand, it takes initiatives like Spots V Stripes to inject growth back into the category. The volume is robust, and therefore in a good position relative to other categories, but it needs something to kick life back into it. This, ultimately, is our attempt to do that. The new Spots V Stripes Challenge Bar from Cadbury Ireland.

Chocolate is seen by consumers as an affordable luxury. So when we see an uplift in the wider economy, we will see a value uplift in chocolate? You have to be innovative to get value growth into a category. It’s not just about doing the same things and hoping the category will turn around. It’s about bringing innovation to the market, like our new Spots V Stripes Challenge Bar. It’s about adding more value in our promotions. Ultimately, confectionery is a very expandable category: the more people buy, the more they consume. It is an impulse product: if we can put more colourful displays in front of people as they travel around stores, they will buy more. So from a customer point of view, it is a fantastic category, because even though your 20

get. If your foot-fall drops, sales will tend to drop too, unless you execute it better in store. That’s a big challenge, particularly in today’s environment as foot-fall has dropped. But on the other side, people are eating more confectionery inhome, so our take-home packs are growing strongly. And there is still huge growth being achieved in seasonal sales, as confectionery is a very affordable gift. When the recession first hit, we were worried that gifting at Christmas and Easter would be affected, but there has been no falloff: in fact, we’re seeing an increase in sales. You can do different things in each grouping to get more out of the category. Once you understand that and understand how the shopper interacts with the category, once you know what those levers are and you exploit them,

ing new products into the category, people can tend to get bored. When you look at it from a customer point of view, a new product gives you an excuse to put it in front of shoppers, and when they see new products, because it is an impulse product, they will sample it, which breathes new life into the category.

Cadbury Ireland has a special place in the hearts of Irish consumers. Why is that? We first started to make Cadbury Dairy Milk here in Ireland in 1933. People loved it, grew up with it and Irish people have a real love of Cadbury chocolate. There is more Cadbury chocolate eaten in Ireland per capita than in any other country. When you think of that, it gives you a hugely strong base within the mar-

September10The

ket. Over the 80-plus years that we are in Ireland, we have continually developed the category in terms of product innovation, display innovation, working with customers and listening to consumers. The more you put into the category, the more it develops. We have one of the best confectionery categories in the world. People have grown up with the taste of Irish Cadbury Dairy Milk, which is unique to Ireland, and they have grown to love it and continue to buy it. The fact that Cadbury use fresh milk in our chocolate, while most of our competitors use powdered milk, gives our chocolate a really distinct taste. In our factory in Rathmore, we buy about 25m gallons of Irish milk each year. Even having such a big customer base, the challenge is to stay relevant. It gets back to initiatives,

“I think, not just in the confectionery sector but in any market, it’s going to take big brands and big companies to do big things. Ultimately, we’ve got to lead the way and that’s a big responsibility. Spots V Stripes is our key initiative over the next two years.”

Retail News Interview

A still from the new Spots V Stripes TV campaign.

whether it’s ads like ‘Gorilla’, which was really strong in terms of impact, to Spots V Stripes: you have to keep innovating to keep consumers involved in the brand. You can’t become complacent; you can’t think that you’ve a great tasting product, so you’ll always win. You’ve got to keep innovating all the time. We’ve managed to do that over our long span in Ireland: as each generation of managers comes through the business, they keep innovating, keep changing things, and this allows us to stay relevant.

What will the fact that you are now part of a massive multi-national corporation Kraft Foods mean for Irish consumers and your relationship with them? There was a lot of emotive coverage, particularly in Britain, about the takeover by Kraft Foods. The first thing we presented to Kraft Foods was a plan that we had in place to invest in new machinery in our factory here in Coolock to continue to make the unique Irish recipe for Cadbury Dairy Milk. We presented that to Kraft Foods very early on after the take-over and they fully endorsed those plans, because ultimately, it’s about providing consumers with what they want. Whether it’s Kraft Foods or Cadbury, the belief is the same: that we produce products that consumers love and we don’t mess with these products unless they ask us to. People in

Ireland love Irish Cadbury Dairy Milk and they will continue to get Irish Cadbury Dairy Milk: that is something that is absolutely sacred. The value Kraft Foods saw in buying Cadbury was in its brands, its people and its knowledge, so the last thing they would do is change any of that.

Finally, how do you see the confectionery market developing over the coming years? I think it’s inevitable that value will come back into the market. The question is: how quickly can we achieve that? I think, not just in the confectionery sector but in any market, it’s going to take big brands and big companies to do big things. Ultimately, we’ve got to lead the way and that’s a big responsibility. Spots V Stripes is our key initiative over the next two years. I’d love to see more and more initiatives from either our competitors or peer companies in other categories to help inject some life back into the market. But I think that will happen. I think big brands will respond and will look at how to grow the market. I would be very positive about the future from a Cadbury point of view and from a business point of view because I think those kind of ideas and that innovation are forthcoming. The more we work with customers, the better. I think people are much more open to new ideas than maybe when things were easier in the market, and I think that will drive growth in the market. 21

September10Confectionery

Cadbury Ignites Spirit of Play Cadbury Ireland has launched its biggest ever marketing initiative, the €15m Spots v Stripes Campaign, which aims to get people of all ages and walks of life to play games again.

Young

and old, people in villages and in towns, ablebodied and disabled people will be encouraged to play games and challenge each other in Cadbury Ireland’s new €15m marketing initiative. In 2008, Cadbury became the Official Treat Provider to the London 2012 Olympic Games. As a result of this sponsorship, Cadbury sought to develop a programme which reflected the true spirit of the Olympics and game-playing itself, and thus the concept of Spots v Stripes was born, as a means of re-igniting the spirit of play in everyone - a big game that the whole country can play. The game invites everyone to divide into two teams (either Spots or Stripes) and play any type of game in order to score points towards an overall national team total. The game will run until 2012, but Cadbury hopes the legacy of playing will last much longer. Spots v Stripes hopes to be the longest, most inclusive game ever, one which will capture the imagination of people across Ireland. To support Spots v Stripes, the biggest programme ever undertaken in Cadbury’s history, Cadbury has embarked on its largest and most integrated marketing campaign ever, involving sponsorship, advertising, digital, PR, events, CSR and sales promotion channels. Key Irish agency partners include Carat, Publicis QMP, MC², and Ogilvy One.

and can be seen in action on two dedicated facebook pages: www.facebook.com/cadburyspots

Spots v Stripes Games Ambassadors

Spots v Stripes: The Campaign The campaign kicked off with the launch of the website, www.spotsvstripes.com, which challenges people to play games on a daily basis, and the new TV advertising campaign began on August 7, airing for eight weeks, with a media plan including 90 second, 60 second and 30 second spots. The advert aims to show there’s a playful spirit in all of us, just waiting to be awoken. For a company renowned for the likes of Gorilla and Eyebrows campaigns, it is no surprise that the film does so by taking a less than conventional approach to tell the story. Featuring two teams of fish characters, one spotty and one stripey, the film shows a dramatic underwater game unfolding between the two teams! The CGI characters for the film were painstakingly created by The Moving Picture Company over eight months and placed on a real coral reef backdrop, filmed in Egypt. Cadbury Ireland has been running a colleague and ambassador engagement programme since May to help build a groundswell of support for the idea, ahead of the official launch. Since May, over 5,000 have already played

In addition, Cadbury will have a team of purple Spots v Stripes Games Ambassadors touring the country, bringing the games to every corner of the island of Ireland, visiting a number of Universities, colleges, events and festivals. Each of the Spots v Stripes Games Ambassadors has a toolkit which will include information on traditional games, games from other cultures, games for people of all ages and abilities. Cadbury will also be running nationwide consumer promotions, and working closely with their retail customers to tailor specific Spots v Stripes programmes to their specific needs. “After two years of preparation, we are delighted that Spots v Stripes finally gets to see the light of day,” concludes Greta Hammel, Head of Marketing, Cadbury Ireland. “This hugely complex initiative has involved all of our teams working together, on a scale that has never been seen before at Cadbury, to launch something which we really hope will capture the public’s imagination. We hope that everybody is inspired by some part of our campaign to try something different – with so much to come, we hope everyone finds a reason to get involved!” For more information visit www.spotsvstripes.com or visit either of the dedicated campaign pages on Facebook – www.facebook.com/cadburyspots or www.facebook.com/cadburystripes

September10Confectionery

Sweet Success Innovation and NPD will drive value growth in the valuable confectionery sector.

Ireland’s

collective sweet tooth shows no signs of disappearing. Indeed, Irish consumers regularly top confectionery eating charts, particularly when it comes to chocolate. While the confectionery market was impacted by the recession in value terms, confectionery volumes remain strong, with plenty of room for adding value to the market. Innovation and new product development are the keys to increasing market value, with the multimillion Spots V Stripes campaign from Cadbury Ireland, allied with high profile product launches set to drive growth (see our in-depth interview with Cadbury Ireland MD Brian O’Sullivan for more on this). Nestlé Ireland is launching its biggest Polo marketing campaign for 10 years, centring on the simple product truth that Polo eaters either suck or crunch their mint.

Nestlé Ireland

Nestlé Ireland has launched a new product variant, Milkybar Raisin and Biscuit, with a search for new Milkybar Kid in its ‘Ungrow Up’ campaign.

Nestlé Ireland is launching its biggest Polo marketing campaign for 10 years as it asks the nation, ‘Are you a sucker or cruncher?’ As part of an integrated campaign, the creative centres on the simple product truth that Polo eaters either suck or crunch their mint. Incorporating radio, outdoor and online adverts as well as PR and digital, mint eaters will be invited to join the debate around the Polo eating phenomenon; whether you crunch your mint and move on to the next or patiently suck to prolong the enjoyment. Consumers will be encouraged to pledge their allegiance and become fans of one of Polo’s two opposing Facebook pages. “We’re really excited about igniting the Polo sucking vs. crunching debate

among target consumers with our biggest campaign for 10 years,” noted Caroline Burton, Consumer Category Manager Nestlé Ireland. “Through traditional and new media activity, this campaign will reinvigorate the brand through its communication with the nation’s mint eaters and after much internal debate, it will be interesting to see the nation’s preference. Polo eaters habitually belong to one camp or the other, so it’s a simple campaign that all consumers can really interact with.” Meanwhile, Nestlé Ireland has launched a new product variant, Milkybar Raisin and Biscuit, with a search for new Milkybar Kid. The ‘Ungrow Up’ campaign, created by Santo Agency, celebrates the new product, which has all natural ingre-

It pays to have K ellogg’s cereal snacks on the cou nter! 23

September10Confectionery

Nutri-Grain and dients, and is on air with Kellogg’s Elevenses. a range of TV commerKellogg’s also offers cials, outdoor 48 sheets, more indulgent “tasty PR and an extensive treat” options that are digital campaign. relevant to consumMembers of the pubers in the latter part lic can join the ‘Ungrow of the day through Up’ campaign by uploadthe Kellogg’s Rice ing their own impersonaKellogg’s offers indulgent tasty treat options through the Kellogg’s Rice Krispies Squares range. tion of the Milkybar Kid Krispies Squares range. Kellogg’s Special K to www.milkybar.ie to be snacks meet a very spein with a chance of being cific consumer need for weight manout the day, with healthier snacking featured in milkybar’s next advertising agement at all times of the day, which choices accounting for the remaining campaign. are often not catered for on the counter. 54%. “There is a Milkybar Kid in all of Kellogg’s can help retailers to Consumers’ us and we hope work their impulse counter harder to snacking needs are that Milkybar meet changing consumer needs with also different at difRaisin and Biscuit right display of the Kellogg’s cereal ferent times of the will encourage snacks range at the point of purchase. day. Before 12pm, all adults to join Contact the Kellogg’s account team on indulgent snacks the ‘Ungrow Up’ (01) 8429100 to find out how. are not the first campaign,” comchoice – healthier mented Caroline snacking products Burton. “The merci Finest Selection are the preferred Milkybar Kid is a New merci Finest Selection launches option for consumers much-loved charthis month, adding innovation to the at this time of the acter, and those €57m boxed chocolate category, set to day (Source: Kellogg are tough cowboy boost growth in a flat sector (Source: Snacking opportunity boots to fill, but ROI boxed chocolate market data, in Impulse Research, we’re excited to ACNielsen, MAT w/e November 1, July ’09). see how the public 2009). We take on the chalKellogg’s Special K snacks meet know that lenge.” a very specific consumer need for the nature weight management at all times of the snackKellogg of the day, which are often not catered for on the counter. ing need When it comes to means that on-the-go eating, consumers must have consumers’ needs have changed the right options availdramatically over the past number of able at the point of puryears. This has been down to two key chase. Retailers that stock drivers; a significant shift towards a healthy snacks on the more hectic lifestyle, with increased impulse counter are taking opportunities for eating out-of-home; advantage of a significant and an ever-increasing consumer opportunity to drive increawareness of nutrition and health mental sales and profit issues. within the confectionery Consumers, as a result, are lookcategory. ing for a wider ‘choice’ of snacking Kellogg’s offers a range products. There is no doubt that merci Finest Selection is a sincere and heartfelt of snacks that meet health consumers still want indulgence. ‘thank you’ chocolate gift for consumers to give this Christmas, presented in a beautiful, contemporary requirements in the mornHowever, indulgence only accounts for white and red box. ing, including Kellogg’s 46% of snacking occasions through-

It pays to have K ellogg’s cereal snacks on the cou nter! 24

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September10Confectionery

Something New to Chew Over from Extra! FOR the second year in a row, Wrigley has introduced a new product to the mints category, taking the freshening power of its best selling Extra brand into the Soft and Chewy mints segment. New Extra Chewy Mints, launched in April, is the only bag of mini mints to contain four delicious different flavours. Extra Chewy Mints are set to bring younger consumers to the Soft and Chewy mints segment, the largest segement within the mints category. Every 38g bag of Extra Chewy Mints contains a mix of mini mints in four delicious flavours; Peppermint, Spearmint, Sweetmint and Coolmint. Each individual mint has a sweet crunchy shell and soft chewy centre and the bags have an RRP of €0.77. Following last year’s Extra Ice Mints launch, the Every 38g bag of Extra Chewy Mints Mints Category saw contains a mix of mini mints in four delicious flavours; Peppermint, Spearmint, growth for the first Sweetmint and Coolmint. time in five years.

The launch of the merci Finest Selection is being supported with a substantial €500,000 marketing investment. This includes a TV campaign with two ad executions clearly positioning the brand as ‘the sincere way to say thank you’. The merci Finest Selection ads will be on air from October 4 for seven weeks leading up to Christmas. merci Finest Selection is a sincere and heartfelt ‘thank you’ chocolate gift for consumers to give this Christmas. The 250g of high quality chocolates is the perfect value for money gift (RRP €4.99), while the larger 400g offer is a great way for consumers to give an extra special ‘thank you’ this Christmas (RRP €8.99). These inviting chocolates are presented in a beautiful, contemporary white and red box. Inside is a

Green & Black’s Green & Black’s is set to extend its popular gifting range by launching a brand new 24 Miniature Bar Collection in time for Christmas 2010. The launch follows the success of their original Miniatures Collection, which is is one of the fastest growing gifting brands in the sector. The new 24 Miniatures Bar Collection is made up of eight of Green & Black’s best-selling variants – Dark 70%, Milk, Creamy Milk, Butterscotch, Cherry, Almond, Ginger and White, and aims to encourage core consumers to trade up to a higher price point in gifting. Gemma Barton, Senior Brand Manager for Green & Black’s explains; “During 2009, the Green & Black’s gifting range enjoyed a fantastic year. We predict that the growth seen in 2009 will be replicated during Christmas 2010. Our new 24 Miniature Bar Collection aims to assist this growth and help meet shoppers’ desire for something new for Christmas 2010.” The new 360g 24 Miniature Bar Collection will be in store from September 2010.

delicious assortment of individuallywrapped, tempting milk and dark, mini bar-sized chocolates, created using only the finest ingredients, combined with that touch more thought. Flavours include: crunchy hazelnut-almond chocolates; exquisite marzipan, covered in rich dark chocolate; smooth milk and white layered chocolates, lightly flavoured with coffee; rich dark creamy mousses; heavenly hazelnutcremes; delicious solid milk chocolate; luscious dark chocolate creams; and nutty Green & Black’s new 360g 24 Miniature Bar Collection. praline-cremes.

It pays to have K ellogg’s cereal snacks on the cou nter! 26

September10Hot

Beverages

Lifting the Cuppa Ireland’s hot beverages market has remained relatively recession free, as consumers indulge their love affair with tea and coffee.

While

consumers have made cuts in spending right across the grocery spectrum, the hot beverages market continues to be shaped by the more sophisticated tastes formed over a period during which many Irish consumers experienced increasing affluence, according to the latest report into the sector by Euromonitor International.

enhancing properties. Overall, however, coffee remains an attractive beverage to many consumers as a pickme-up, with the ever-growing range of coffees, coffee formats and flavoured syrups appealing to a very broad range of consumers. In a similar vein, other hot drinks are also falling along these lines, with chocolate-based flavoured powder drinks seeking to establish a premium indulgence posi-

The new Kenco Eco Refill Bag reduces the amount of packaging weight by a massive 97%, offering the consumer a more environmentally friendly and convenient way to buy coffee.

Standard offerings still account for the majority of the volume, but coffee and tea sales have mostly been driven by premium end offerings, as Irish palates have become more demanding and refined, alongside the proliferation of fresh coffee choices and the emergence of new speciality teas and herbal infusions. Indeed, Euromonitor report that these market sectors continue to represent the most important sources of value and volume growth, in spite of the recession, as consumers’ perceptions change, with products once perceived as premium moving into the mainstream. Health is a key driver of change, with fruit/herbal tea in particular benefiting, as consumers switch from caffeinated options towards beverages that offer health-promoting or mood28

well, according to Euromonitor, who predict that growth will come from specialisation as the overall market matures and consumers become more sophisticated and informed about coffee drinking, while further fruit/ herb combinaCarte Noire from tions are expectKraft Foods: a real ed to emerge in winner with Irish speciality tea consumers. categories, which promise additional or greater health benefits.

Kraft Foods Kenco continues to lead the way in innovation in the premium coffee market. Their initiative with the Rainforest Alliance, sourcing 100% of beans for their freeze dried range from Rainforest Alliance Certified farms, has been a huge success,

tioning, while malt-based hot drinks fight to assert themselves as healthy or therapeutic options, according to Euromonitor. Domestic brands play a key role in the hot beverages market, as Irish consumers trust them implicitly and remain extremely brand loyal, with brands like Lyons, Barry’s Tea and Bewley’s performing extremely The hugely popular Maxwell House range from Kraft Foods.

97% less packaging weight than our 100g and 200g jars. No tortoises were harmed in the production of this advert.

September10Hot

Beverages

attracting an extra 70,000 households to the brand and delivering the fastest growth in instant coffee last year (Source: TNS, January 2010). Continuing the momentum into 2010, Kenco have taken their commitment to sustainability one step further by launching the Eco Refill Bag, bringing innovative packaging to the hot beverages category. The Eco Refill Bag reduces the amount of packaging weight by a massive 97% (per gram of coffee each 150g Eco Refill pack has 97% less packaging weight and a lower RRP than their 200g and 100g jars), offering the consumer a more environmentally friendly and convenient way to buy coffee. The Eco Refill packs are available in Smooth Roast, Rich Roast and Decaf variants and come in 150g resealable bags, offering the consumer better value for the same great Kenco coffee taste. Look out for their ongoing “97% Less” campaign across TV, press, poster and print throughout Ireland, and don’t forget to stock up now on the New Kenco Eco Refill!

ous aroma of rich wood and toasted molasses. Nescafé Black Gold is best drunk black, or with just a dash of milk. It is the perfect choice for those who enjoy a strong cup of coffee. The premium coffee market is worth €22.9m, encompassing 57% of the total coffee market, with volume growth of 8% (Source: ACNielsen, MAT July 11, 2010).

Barry’s Tea

Barry’s Tea has recently added South African Rooibos and Pu-erh Tea to its popular specialty tea range.

Iconic Irish brand, Barry’s Tea is blended to specifically suit the Irish palate and continues to be the nation’s favourite Irish tea, accounting for 40% of all tea sales in Ireland, according to the company. Consistently producing the highest quality teas for over 100 years, Barry’s Tea ensures that tea fans are always guaranteed a ‘Golden Moment’, whether it’s enjoying Barry’s Tea’s main range or its speciality tea blends. Barry’s Tea has recently added South African Rooibos and Pu-erh Tea to its popular specialty range, which also includes: Organic Peppermint; Organic Camomile; Very Berry; Orange and Cranberry; New Nescafé Black Gold has joined the beacon brand Lemon Gold Blend, and is the perfect choice for those who and Ginger; enjoy a strong cup of coffee.

Organic Green Tea; Green Tea and Lemongrass; and Green Tea and Jasmine. Both South African Rooibos and Pu-erh Tea are high in antioxidants and can be enjoyed at any time of the day as part of a healthy lifestyle. For more information on the specialty range and a €1 coupon off, visit www. barrysspeciality.ie. As popular online as it is in people’s homes, Barry’s Tea has over 17,000 fans on Facebook and seamlessly belongs in the digital space. Creating golden moments on social media platforms, also including Twitter, Flickr and YouTube, Barry’s Tea continues to evolve the way it connects with its tea lovers. To find out more about the full range of quality teas in the Barry’s Tea portfolio visit www.barrystea.com, www.facebook.com/barrystea, or www. twitter.com/barrysteatweets.

Bewley’s With world class coffee and tea expertise since 1840, Bewley’s continues to serve and delight

Nescafé Nescafé Black Gold has joined the beacon brand Gold Blend, the nation’s favourite coffee, to become part of the Nescafé Gold Blend family; Nescafé Gold Blend, Nescafé Gold Blend Decaff and now Nescafé Black Gold. Nescafé Black Gold is a darker roast, making it the stronger coffee in the range. They blend mainly Arabicas to give intensity and then dark roast them to achieve a deep, full-bodied coffee with the sumptu30

To ensure Irish consumers only get the very best, Bewley’s Tea Blender Paul O’Toole travels the world to source only the finest tea leaves.

September10Hot

With world class coffee expertise since 1840, Bewley’s continues to serve and delight Irish consumers.

Irish consumers. Bewley’s has a comprehensive range of fresh ground coffee products to suit every taste. The Bewley’s Explore range allows coffee lovers to sample individual origin coffees from Guatemala, Nicaragua, Colombia, Kenya and Indonesia. The Café Blend range provides a choice of well rounded coffees of varying strengths, and is the ideal product for those consumers new to Roast and Ground coffee. To ensure Irish consumers only get the very best, Bewley’s Master Roaster and Tea Blender Paul O’Toole travels the world to source only the finest coffee beans and tea leaves. The coffee beans are then carefully roasted back in Dublin to entice the perfect flavour from them before blending, grinding and packaging to retain the coffee’s freshness. Bewley’s teas are meticulously blended to meet Irish consumer tastes. Bewley’s great tasting teas and coffees won 11 Gold Medals at the recent Great Taste Awards 2010. All teas in their domestic range were winners: Bewley’s Gold Blend Tea, Original Blend Tea, Special Blend Tea and Bewley’s Decaf Tea all received Gold Medals. For more information, see www.bewleys.com.

Lyons Tea Lucky tea drinkers throughout Ireland have the chance to win up to €1,000 instantly in an innovative competition from Lyons Tea. All they have to do is find one of the special Lyons talking tea packs, which will actually talk to them when they open it! 1,000 special talking tea boxes are now randomly placed in stores around

Beverages

to 41% of men. Men are more likely to want to talk over their cuppa - just one in four men (27%) drink a cuppa alone compared to one in three women (36%). The tongue-in-cheek Lyons ‘Talk’ TV and radio campaign focuses on how Lyons puts the talk into tea and centres on the Lyons Master Tea Blender and his apprentice, who add different types of talk to the tea and conversation starts to flow amongst the Irish people who drink it. Lyons is an iconic Irish brand with more than 100 years of tradition in Ireland, having started business in Dublin in 1902 near Christ Church Cathedral. It is now owned by Unilever Ireland. The Lyons Tea range includes Lyons Gold Blend, Lyons Original Blend, Lyons Gold Blend Reserve, Lyons Kenya Blend, and Lyons Decaffeinated Tea. Lyons Green Tea is available in original, with Lemon and with Mint. For further information on Lyons Tea visit www.lyonstea.ie Lyons tea is currently working with the Rainforest Alliance, and by 2012 all their tea will only come from Rainforest Alliance Certified™ farms.

the country. If the Lyons Tea Master Blender talks when the box is opened, up to €1,000 can be won instantly, with a total prize fund of €25,000 on offer! Lyons also added plenty of talk to its tea when life- sized human talking tea boxes hit the streets of Dublin recently to launch the new ‘Lyons talking tea boxes’ competition. The larger-than-life, human tea boxes visited a number of locations in Dublin to get the search for the 1,000 hidden Lyons talking tea boxes underway. The life-sized Lyons talking tea boxes are themed around the characters from the Lyons Tea television and radio ads, which show how Lyons adds different types of talk to its tea. “Our recent research revealed that the economy, the recession and the budget are all hot topics of conversation over a cuppa at the moment, so the chance for tea fans to win cash prizes if they find a hidden tea box and it talks to them will really give people something to chat about,” said Liz Finlay, Marketing Manager, Lyons Tea. The research also revealed almost one in three men usually drink tea in work, compared to just 22% of women. Over half of women (52%) usuModel Nadia Ford is pictured as life-sized human ally drink their cup of tea talking tea boxes hit the streets of Dublin to launch with friends, compared the new ‘Lyons talking tea boxes’ competition

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28–30 September 2010 RDS Simmonscourt, Dublin 4

SHOP 2010 Ireland’s biggest retail, food and drink event

www.shopexhibition.com Look, listen, taste and touch! inspire your senses at SHOP 2010 – it’s 100% FREE! Register online today for FREE entry and access to: Over 25 retail focussed seminars Live demonstrations 100’s of brand NEW products International food awards & competitions PLUS much much more!

PARTNERING WITH:

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SHOP 2010: Opening the Doors to New Business Taking place from September 28-30 at the RDS, SHOP 2010 is packed full of solutions for your business. Check out what the show has in store.

A key

event in the food, drink, retail and hospitality calendar, SHOP 2010, now in its fifth year, is set to be the biggest and best ever. Taking place from September 28-30, 2010, at the RDS Simmonscourt, Dublin, SHOP 2010 has all the right ingredients to help exhibitors and visitors alike, and will be showcasing the latest innovations and products that the Irish market has to offer. This year, a vital component is the 40% new exhibitors, offering innovative products and business solutions. Designed for those in the food service and food retail sector to

find new products and network, SHOP 2010 expects to welcome approximately 4,000 focused buyers and decision-makers to this year’s show, including multiples buyers, forecourt and retail outlets, independent retailers, convenience stores, symbol group buyers, supermarkets and wholesalers, as well as leading players within the food service and hospitality sectors.

SHOP Discount Directory Exhibitors will be offering discount and vouchers which can only be redeemed at SHOP 2010. With some offers up to as much as 50%, it’s giving visitors the opportunity to really benefit from attending the show.

learnShops

learnShops: content-rich seminars at SHOP 2010.

Based on the successful format of easyFairs’ global trade shows, SHOP 2010 will be home to learnShops – a series

of content-rich seminars that have been created to directly benefit visitors’ businesses and deliver valuable insight. Addressing and educating visitors with what’s current, Brian O’Connor, a Senior Analyst at Mintel, will be delivering a seminar on Irish convenience retailing in 2010 on September 29 at 2pm, whilst employment and business solutions will also be covered by consultant, Caroline McEnery. A variety of other hot topics will be addressed by keynote speakers (See panel on page 42).

Seminars and Competitions In addition to business networking and informative seminars on new legislation, and most importantly, how to tackle it, as well as retail design and growing your empire, this year SHOP will host an array of special features and competitions. One of the firm favourites is the Product of the Show Awards - known as the launch-pad for companies to present their products to a captive audience. Ireland’s 35

ENERGY EFFICIENT CONDENSING UNITS BY DAIKIN ZEAS: Daikin efﬁciency and reliability for low and medium temperature refrigeration applications Compact refrigeration condensing units combine performance, low operating costs and low sound emissions Concern for the environment has led to increased demand by the refrigeration industry and food retailers for energy efﬁciency and environmentally friendly solutions. The growing popularity of neighbourhood corner shops and convenience stores has also made noise and size constraints an important factor. To meet this demand, Daikin developed the ZEAS range for deep freezing and medium temperature applications: compact refrigeration condensing units that offer high performance, low operating costs, low sound emissions and renowned Daikin reliability.

Optimum economy and performance for multiple refrigeration units The principles behind the technology that revolutionised the comfort cooling industry, Daikin VRV®, have now been applied to refrigeration applications. A single system can supply optimum cooling to multiple refrigeration units, each receiving just the amount of cooling capacity it needs. Inverter control of the scroll compressor maintains high efficiency, even in partial load conditions, resulting in decreased CO2 emissions, reduced operating costs and highly efficient and reliable performance in a wide range of applications. A new economizer function allows increased cooling capacity, and hence efficiency, without increasing system size. ZEAS also introduces the use of R410A refrigerant in refrigeration applications. This is currently the best compromise available for the environment, energy efficiency and equipment cost.

Broad range of applications ZEAS provides adaptable cooling capacity for multiple evaporators or variable refrigeration loads in ambient temperatures from -15°C to 43°C, with evaporating temperatures from -45°C to +10°C. A range of models in single, double or triple compressor systems (from 5 to 20 HP) are available for freezing and cooling applications. Low sound levels, including “night mode” operation, a compact footprint and easy 2-part installation make ZEAS ideal for a range of applications including convenience stores and supermarkets, petrol station forecourts, cold and freezer rooms, and food processing.

Reliability

For more information on the ZEAS range of refrigeration condensing units, visit www.daikin.ie

19 D P nd O ta SH t s r’s on s a ea iti t u s y ib isi thi Exh at

Daikin Europe Ireland Liam Kirwan kirwan.l@daikin.ie 0863831617 016423430

The renowned Daikin reliability is further increased thanks to the use of very advanced scroll compressor technology and high quality components. To assure operational safety, each unit is tested in the factory. The use of DC motors with inverter control for both the compressor and fans reduces the number of start/stop cycles and therefore leads to a longer system life.

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Daikin TO meet the increased need for energy efficiency and environmentally friendly solutions, Daikin developed its ZEAS range for deep freezing and medium temperature appliCATIONS COMPACT REFRIGERATION CONDENSING UNITS THAT OFFER HIGH PERformance, low operating costs, low sound emissions and renowned Daikin reliability. The principles behind the technology that revolutionised the comfort cooling industry, Daikin VRV, have now been applied to refrigeration applications. A single system can supply optimum cooling to multiple refrigeration units, each receiving just the amount of cooling capacity it needs. The unitâ&#x20AC;&#x2122;s benefits include decreased CO2 emissions, reduced operating costs and highly efficient and reliable performance in a wide range of applications. Low sound levels, including â&#x20AC;&#x2DC;night modeâ&#x20AC;&#x2122; operation, a compact footprint and easy installation make ZEAS ideal for a range of applications, including convenience stores and supermarkets, petrol station forecourts, cold and freezer rooms, and food processing. Tel: 01 6423430 Web: www.daikin.ie Stand No. D19

be matched with celebrated festive wines from across the globe, to create tantalising combinations. Visitors are invited to attend the complementary tasting challenge on the evening of September 29 in the specially designed networking area.

The Craft Butchers Pavilion

Judging the International Cheese Awards.

most prestigious cheese competition, The International Cheese Awards, will also be taking place this year, as well as the Avonmore Irish LattĂŠ Art, Coffee in Good Spirits and Coffee Cupping Competitions 2010.

Wining and Dining At SHOP The International Cheese Awards are an established part of SHOP and are back in 2010. To complement the highly prestigious event, easyFairs is introducing a â&#x20AC;&#x2DC;Cheese and Wine Challengeâ&#x20AC;&#x2122;, which will be hosted by Robert Joseph, an international wine connoisseur, author and publisher. The very best of Irelandâ&#x20AC;&#x2122;s cheeses will

In addition to the Associated Craft Butchers of Irelandâ&#x20AC;&#x2122;s National Sausage and Puddings Final at the show, the ACBI have put together a free seminar programme over the three days at SHOP, including; s &INBARR -ALONE (OSPITALITY Director of Customer Connect Ireland, will educate craft butchers on the benefits of Loyalty Cards in managing customersâ&#x20AC;&#x2122; spending. s *ANE .EWBIGGING OF #ONTEXT Business Solutions will be discussing the benefits of Customer Service Training in a Craft Butcherâ&#x20AC;&#x2122;s shop. s 3EAMUS +ILMARTIN #OMMERCIAL Director of Utility Saver Ireland Limited, will be talking about ways in which Craft Butchers can save on utility bills, which

Who is Exhibiting? Some of Irelandâ&#x20AC;&#x2122;s biggest companies have already secured THEIR EXHIBITION SPACE AT 3(/0 2010, including Country Crest, $AIKIN %UROPE .6 -ARTIN &OOD %QUIPMENT 02- 'ROUP 5NILEVER Ireland, The Packaging Centre Ltd, 2ETAIL 3OLUTIONS +ESTREL &OODS )4 0ROVIDERS ,TD AND -ORGAN S &INE Fish, plus local producers Donegal Rapeseed Oil Co, Inishowen Country +ITCHEN %DENMORE &ARM -EATS AND Albatross Seafoods. This yearâ&#x20AC;&#x2122;s lengthy list of EXHIBITORS ALSO INCLUDES THE FOLLOWING Gerflor: Gerflor is a world renowned and leading manufacturer of vinyl flooring for contract, sport, transport and residential uses. The company decided to attend this yearâ&#x20AC;&#x2122;s SHOP, as it felt this was the ideal platform to raise brand awareness and demonstrate to retailers the practical and affordable solutions they have available. At the show, Gerflor will be introducing several new offers and LAUNCHING ITS NEW PRODUCT #REATION Clic System. Dairyglen: Dairyglen and their customer-facing brand, Smooch, are ESPECIALLY EXCITED ABOUT EXHIBITING at SHOP this year. Having secured THE EXCLUSIVE )RISH DISTRIBUTION rights for frozen treat Hawaiian Ice, Dairyglen is planning to launch the product at SHOP 2010. With TASTINGS DEMONSTRATIONS AND EXPERTS present, retailers will have the chance to learn why this product is already a worldwide phenomenon. -INIMUM START UP COST LOW SPACE requirement and immediate appeal to your customers, make this is a retail OPPORTUNITY NOT TO BE MISSED -ADE from shaved ice and syrups of 20 flavours, from cola to coconut, peach to bubblegum, tropical to wedding cake, the menu options are endless. Dairyglen will also be launching its new Smooch menu offering at Stand E2. The Good Snack Company: This year at SHOP, the Good Snack Company will be giving visitors an EXCLUSIVE TASTE OF THEIR LATEST DELICIOUS TREATS 7ASABI #ASHEWS !PPLE #RISPS 37

BevTrac from RTC Europe WHEN SuperValu manager Tommy Grimes (pictured) installed BevTracÂŽ, the spring-loaded, front facing shelf-management system created by retail ACTIVATION COMPANY 24# %UROPE IN KEY SECTIONS OF HIS -IDLETON STORE HE made labour savings of a day and a half a week in beverages alone. â&#x20AC;&#x153;Instead of tidying and maintaining shelves all day, now we just replenish,â&#x20AC;? says Tommy. â&#x20AC;&#x153;Even on our busiest days, our colleague in beverages double-jobs, staffing the checkout as well as maintaining shelf integrity. BevTrac has clearly saved time around the store and weâ&#x20AC;&#x2122;re considering putting a lot more of it in.â&#x20AC;? Developed originally for USA beverage brands, BevTrac is suitable for any cylindrical, single layer product, in both chilled and ambient units. SuperValu is currently using BevTrac in health and beauty, herbs and spices, sauces and pickles, jars and tins, to ensure shelves look permanently full and maintain good stock rotation. â&#x20AC;&#x153;BevTrac combines just-in-time fill with first class presentation, so we see huge potential for individual brands looking for PoS consistency in convenience stores,â&#x20AC;? says Ian Williamson, RTCâ&#x20AC;&#x2122;s Business Director. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s the perfect way to guarantee products on higher and lower shelves always look fully stocked and tidy. Weâ&#x20AC;&#x2122;re sure brands would agree that a shelf that looks 50% full is always much better than one that looks 50% empty!â&#x20AC;? Tel: +44 1795 412795 Web: www.retailactivation.com Stand No. D15 and Smoked Almonds. Solus Bulbs & Batteries: Solus is an Irish-owned company that has been established for over 80 years and is renowned for its quality products, used in a wide variety of applications throughout industry and domestic households. The team at Solus prides itself on delivering outstanding customer service and strives for complete customer satisfaction. The company will be using SHOP to platform its wide selection of products, plus offer tips and solutions for your business. So whether youâ&#x20AC;&#x2122;re in

3KIBBEREEN OR +ILLYBEGS 3OLUS "ULBS and Batteries have got you covered. Vitotiano Cookies: For the first time, Vitotiano Cookies will be showcasing their range of delicious, yet guilt-free delights for visitors to sample at SHOP. Vitotiano introduce a pure, clean and totally natural baking process that delivers great tasting, visually appealing products that ultimately promotes healthy lifestyle choices. The cookies are 100% natural, low GI, and have no added sugar or salt. The treats also contain Xylitol which helps protect against

At last yearâ&#x20AC;&#x2122;s SHOP event, Melanie Harty of Hartyâ&#x20AC;&#x2122;s Hot Pepper Jelly (centre) is awarded the Product of the Show award by event sponsors Marla.ie.

tooth decay. They are also diabetes friendly and contain 40% less calories than the mass market equivalent. AHT Cooling: AHT Cooling Systems GmbH, the global market leader in plug-in refrigeration solutions, manufactures an EXTENSIVE RANGE OF ENERGY SAVING and environmentally-sound freezing and chilling cabinets for the retail and wholesale sectors. They will be showcasing their vast range of systems AND EXPERTISE AT THIS YEAR S SHOW BĂ&#x201E;.RO Lighting: BĂ&#x201E;.RO Lighting will be introducing visitors to their new LED technology. As more retailers come to understand the importance of a carbon footprint, BĂ&#x201E;.RO Lighting is proving to be a key partner in addressing the strategic and practical issues facing them. The solutions offered are specially geared at the challenges facing supermarkets today, and not only cover energy reduction, efficiency and contributing to a decrease in COÂ˛ emissions, but also new efficient optics, performance lamps, luminaries and sophisticated LED solutions. With the new BĂ&#x201E;.RO LED food light concept, fresh foodstuffs can now also be illuminated with productspecific, low-impact LED light for the first time. This enables products to be shown to their best advantage, with optimisation of their natural colours,

T H E

A R T

O F

R E T A I L

A C T I V A T I O N

Optimum shopper choice is now within reach!

BevTrac®

At RTC, we are set to move the

ProﬁtPusher®

shopper into a new retail experience, and create shelving solutions that make 50% full better than 50% empty. We thrive in an industry that recognises how bringing art and technology See us on stand D15 at Shop 2010, Dublin

together gives shoppers the ideal circumstances when it comes to retail choice and selection.

Front facing Store Ready Solutions To ﬁnd out more simply call 01795 412 795 or visit our website: www.retailactivation.com

SuperTrac®

whilst also protecting them from any heat load. South and West Cork CEB Ltd exhibitors: a selection of food producers from across the South and West of Cork will be showcasing their latest produce at SHOP. These include: Breheny’s Bellish Ltd, Virginia Health Food Ltd, The Blue Haven Food Company, Ballycotton Seafood Ltd, Issie’s Handmade Chocolate, and Irish Atlantic Sea Salt Ltd. Timepoint: Exhibiting at SHOP this year, Timepoint will be launching an entirely new version of their Timeplus software. They are the largest supplier to the sector, with over 1 in 4 stores in Ireland using their system. CashGuard: CashGuard, the biggest leap forward in cash management since the cash register, is launching at SHOP 2010. CashGuard develops and sells world leading products and services for efficient, closed and secure cash handling for retail outlets. The CashGuard system integrates with a store’s existing POS system and ensures that staff have no access to the till drawer and all transactions are calculated and administered by the system, removing the risk of pilfering from the till, as

IT Providers IT Providers bring an innovative approach to the development, installation and support of retail and distribution solutions. Since starting in 2000, they have designed and deployed solutions to more than 650 retailers nationwide. Their Eirpoint™ ePOS solution is a touch screen system with full stock control, and includes many features as standard. They also supply their MobileData™ handheld solutions to assist with store operations, product ordering and mobile ePOS. Tel: 065-6868880 Web: www.itproviders.com Stand No: C7

Niall Cannon, MD, IT Providers.

Capitol Products CAPITOL Products offer a complete merchandising supplier solution for non-food accessory products. Their comphrehensive portfolio is built around their excellent brands, ‘Solv-x’ and ‘Just What You Need’, as well as category leading brands covering Personal, Baby, Party, Stationery, Sewing, Travel, Hardware, Homewares, Magic Trees, Bolsius Candles, Bob Martin & Favour Pet Treats. They offer a range of display options on free loan and their sales team call routinely to service these displays. At the SHOP exhibition, Capitol Products are focusing on Europe’s leading candle maker, Bolsius, with a comprehensive range of candles that will appeal to a wide range of retailers, including their “everyday range” (pictured) for the grocery market. In addition, as the exclusive Irish distributor of Bob Martin Pet Treats, Capitol Products are displaying a superb range of pet treat products that will allow retailers to maximise sales in the fastest growing sector of the pet trade. Visit their stand for special show offers. Tel: 1890 207207 Web: www.capitolproducts.net Stand No. E3 well as cutting out mistakes. Country Crest: Country Crest will be showcasing their new ‘From the Orient’ range of prepared meals. The range includes two Indian recipes, (Chicken Makhani & Lamb Rogan Josh) both served with long grain rice, and two Chinese Recipes, (Cantonese Style Chicken Curry &

Long Grain Rice and Sweet & Sour Chicken with Egg Fried Rice). These products are packaged in a very novel convenient ‘deli style’ box and come complete with a ‘spork’ inside for immediate consumption at lunchtime in the office or for dinner at home. These products are ready in the microwave within 2.5 minutes. The

Simply Honest Food Company of Ireland THE Simply Honest Food Company of Ireland was established by John and Rosita Moyles. Based in Navan, Co. Meath, their range includes family favourites such as Beef Lasagne and Cottage Pie, through to innovative recipes such as Irish Meat Balls in Tomato and Basil Sauce and Mexican Chicken. All beef used in their range is 100% traceable Irish beef. John and Rosita have a proven track record and vast experience in the foodservice ready meals sector, trading as JM Food Services. This experience has been expanded to bring their range of recipes direct to the retail consumer, who has an interest and desire to purchase and enjoy Simply Honest Food. Tel: 046 9051800 Web: www.jmfoodservices.com Stand No: A19

Over

1,000

end-users nationwide

Track, capture, control on the move.

Our MobileData™ solutions

s Add instant efﬁciencies s Increase your proﬁtability s Track your products and people s Allow you to focus on growth

Visit us at Shop 2010 – Stand C7

With MobileData™ you can: s Order stock s Stock Take s Check Pricing s Print Labels s Integrate ERP

See our website to ﬁnd out more.

www.handhelds.ie

Maximise Sales

Bolsius turns Christmas lights on with a wide selection of fragrance ﬁlled glasses in stunning designs and ultra glossy pillars in traditional shades. They’ll make your candle sales glow!

MAKE CHRISTMAS GLOW THIS YEAR GOLD RANGE

CLASSIC CHRISTMAS Fragranced filled glass

PILLAR CANDLES

WINTER SCENERY Fragranced filled glass

Merchandised delivery including provision of free displays available exclusively from Capitol Products Ph 0429377055 info@capitolproducts.net www.capitolproducts.net

They specialise in Maria O’Neill Design Services providing something DOES your business need a boost? Maria O’Neill different, offering a wide Design have over 30 years’ interior design expeselection of alternative rience on a variety of projects. Their portfolio wines that are not widely extends to retail outlets, hotels and restaurants available in Ireland. projects. Through their design knowledge and Attending SHOP 2010 experience, they understand how to marry design to widen awareness of with the practicality of function and operation. their ranges, Neville & More importantly, they know how to implement Nicholson will be good design cost effectively. Call Maria O’Neill launching their for a free consultation: remember, cost efficient Country Crest new Domaine design can assist in maximising your business COUNTRY Crest offer Aonghusa range potential. a wholesome range of of red wine. Tel: 087 2507964 prepared meals and Abbeycrest Web: www.mariaoneilldesign.com vegetable meal accom(Irl) Ltd: The Stand No. B11 paniments. The range official Irish includes heart warming Cottage Pie made with arcades, bingo halls, theme parks, agents for the SMSTexter Irish beef, vegetables with a cheese & chive pharmacies etc. SMS Text Messaging crust, Shepherd’s Pie and Beef Lasagne, as well system, Abbeycrest have as filled baked potatoes and a range of baby just announced that the potatoes with garlic butter or honey & mustard, Register Now! SMSTexter Plus SMS Text which are ready in minutes for a delicious addiExhibitors will be offering big disMessaging System, which tion to any meal. counts to visitors over the three days includes Texting, plus E Mail, This year at SHOP, Country Crest will be and there’s even a daily cash draw. plus E Zine, plus Newsletter show casing and sampling their new ‘From the €1,000 will be given away daily to Mail Shots (including Label Orient’ range of ethnic meals, which includes visitors who have pre-registered their Printing), will be launched two Indian and two Oriental recipes in a new attendance at www.shopexhibition. at SHOP 2010. SMSTexter to market packaging concept. All the Country com. Registration is now open so why Text Messaging system is in Crest meals are free from hydrogenated fats, not book your visit and be in with over 200 outlets in Ireland, preservative and colourings, and the two Indian the chance of winning €1000 cash! including nightclubs, hotels, recipes are gluten free. Winners will be announced at SHOP shops, music venues, bars, Tel: (01) 8437061 at 1.45pm daily. boutiques, off licences, Web: www.countrycrest.ie So, don’t miss out –book your restaurants, amusement Stand No. D11 visitor’s ticket for SHOP 2010 today.

‘From the Orient’ range is free from preservatives, and hydrogenated fats and the two Indian Recipes are also gluten free. Neville & Nicholson Wines: Established in 2006, the company is owned by Jim Neville and Richard Nicholson, who personally source, import and distribute their wines.

Keynote Speakers FOR the first time ever, three major keynote speakers will be delivering inspirational, motivational and unmissable seminars to retail and food service visitors over all three days at SHOP. Bobby Kerr – September 28 @ 2pm Bobby Kerr is an Irish entrepreneur and businessman. He is the Chairman of Insomnia Coffee and has a variety of business interests in food and hospitality, technology, hardware and exhibition. Best known in Ireland as a ‘dragon’ on the Irish TV version of Dragons’ Den, Bobby is also a popular public speaker and business mentor. Aside from becoming a ‘dragon’, he spearheaded the sale of the Kerr family business – Newpark Hotel in Kilkenny – for €23m. In 2008 he sold 51% of his Insomnia group to Penninn, valuing the business at €16m. 42

Peter Ward – September 29 @ 2pm Peter Ward is a well known consultant and artisan food producer and retailer at Country Choice Café and Deli in Nenagh, Co. Tipperary. Peter is at the front of artisan food promotion in Ireland for the last 25 years. In that time, he has earned Country Choice a national reputation for excellent and ethical food, sourcing from Irish and European trusted artisan partners. Peter is the current chair of the Bord Bia Taste Council, a strategy body set up by the then Minister of Agriculture, Joe Walsh, to promote the artisan sector at home and in the UK market. Peter Ward is a well regarded and passionate advocate for all things related to Irish farm based artisan food production. Brody Sweeney – September 30 @ 2pm Brody Sweeney started tapping into his entrepreneurial flair and creative

drive in his teens and experienced many near disasters before he started O’Brien’s. Since the opening of the first store in 1988, Brody and his management team have successfully opened over 300 outlets in Ireland, UK, Netherlands, Spain, South Africa, Australia and Asia (India, Singapore, Taiwan, Malaysia, Thailand, Indonesia and Saudi Arabia). The UK is the largest market, with over 150 stores, mostly franchised. O’Brien’s is the largest gourmet sandwich and coffee chain in the UK and Ireland, and one of the fastest growing restaurant chains in Europe. O’Brien’s plans to grow to 1,000 stores over the next five years. Brody has delivered motivational, entrepreneurial and business talks to companies such as Compass Group, Arthur Cox, O2, Shell, Department of Foreign Affairs, Women’s Network Ireland, Bank Of Ireland, Allied Irish Bank and Enterprise Ireland, to name but a few.

September10Sauces

Saucy Secrets Demand for authentic sauces continues to grow, as consumer tastes become ever more sophisticated.

ketchup brand in Ireland with today’s consumers become Levi Roots a 60% value share (Source: increasingly sophisticated in their Caribbean food entrepreneur ACNielsen, July 2010). diet, demand for sauces and dressings Levi Roots is generating a Heinz Top Down Tomato to enhance food is growing strongly. A buzz within the condiments Ketchup, with its vibrant number of key factors are influencing category by launching labelling, highlighting provmarket development, including a the brand’s biggest ever enance of the tomatoes used continued drive towards convenience, on-pack promotion to in its famous recipe and its increased interest in ethnic foods and support the brand’s hero natural quality, is available continuing health concerns, leading to SKU, Reggae Reggae Sauce. in a variety of sizes and forgreater demand for low-fat/low-calorie The promotion will offer mats, including Top Down and natural products. As a result, key consumers the chance to win Glass and Squeezy. Heinz growth areas within the sauces and a range of ‘money can’t buy’ Top Down Tomato Ketchup dressings market include convenient prizes, including Levi Roots’ offers all the taste of Ireland’s cooking sauces, authentic ethnic very own pimped up Reggae favourite tomato sauces, and natural/ Reggae VW Camper Van, via ketchup but with organic products. an instant win mechanic. the added benefit In Ireland, the marOn shelf since midof its ‘no mess, no ket for sauces, dressAugust, and distributed waste, stay-clean’ ings and condiments by BR Foods, the on-pack cap. The Heinz increased at a compound activity is designed to create Tomato Ketchup annual growth rate of 4% stand-out on-shelf and get range, in keeping between 2002 and 2007, consumers to pick up more with increasing with wet cooking sauces bottles. consumer demand, the largest category, The promotion will run HP Brown Sauce, also includes accounting for almost across half a million Reggae renowned for its distinctive HP fruity Reggae Sauce bottles and Reduced Sugar & 30% of sales. The recesflavour. Salt and Organic sion has impacted on the will offer consumers the varieties. sector, with a noticeable chance to win a range of Heinz Salad Cream and rise in own label sauce branded merchandise, including Oil Barbeque Sauce ranges sales and heavy discountDrum BBQs, Levi-Pods, Hammocks remain a family favourite ing and promotions on for summer time barbeques branded goods. However, and for dining indoors all Irish consumers’ love of year round. The Heinz sauces is now ingrained Barbeque Sauce range in the national psyche, Heinz Top Down Tomato offers a choice of two varieand they are becoming Ketchup offers all ties in handy Top Down ever-more adventurous the taste of Ireland’s format, Original and Hot ‘n’ in their tastes, seeking favourite tomato ketchup Sizzling, both of which are out authentic, convenient but with the added products with which to benefit of its ‘no mess, no delicious accompaniments waste, stay-clean’ cap. for both red meat and chickenhance their meals. en all year round. Also from Heinz are the HP range Heinz of Brown and Barbecue sauces, which Heinz Tomato Ketchup is undoubtedly make a popular addition to any the world’s number one sauce brand. household’s sauce repertoire. Also Its unmistakeable flavour has been available in a handy Top Down pack, enjoyed by consumers around the Levi Roots is generating a buzz within HP is the only Brown Sauce on the world for more than 120 years and the condiments category by launching market to offer stay-clean technology is sold in over 150 countries. Heinz the brand’s biggest ever on-pack while still offering the distinctive HP promotion to support the brand’s hero Tomato Ketchup is an Irish household SKU, Reggae Reggae Sauce. fruity flavour. favourite and is the best selling tomato 43

September10Sauces

brand, backed by media and and Levi Roots’ new cookin-store extra fill promotions, book, ‘Food for Friends’, as is sure to be a winner with well as the ultimate prize both consumers and retail– Levi’s Rasta branded VW ers, aided by updated disCamper Van with top-ofplay units that will maximthe-range extras such as ise the in-store visual impact alloy wheels, a mega sound of this enticing new range system, BBQ and deck from Lakeshore. chairs. The new Lakeshore After locating a unique squeezable range includes: code which features on Roma’s new tasting Bolognese sauces range includes Original, Tantalising Tomato Ketchup, every bottle, consumers Light, Chunky, Garlic & Onion, and Spicy varieties. made from deliciously juicy will see if they’re a lucky tomatoes; Fruity Brown winner by visiting www. added to pasta, the sauces are sure Sauce, which contains extra ingrereggaereggaebus.co.uk and entering to be a hit among families who are dients that set it apart from other their code to see if they’ve won. Every looking for a quick and tasty meal brown sauces, making it mouth waterconsumer who visits the website gets solution. ingly tasty and tangy; Superb Salad the chance to download a Levi Roots The new look, new taste sauces are Cream, 410g of stunning salad cream song for free, so everyone walks away available in 500g and 700g family size with a superbly creamy and full flawith a prize. jars and the range consists of Original, vour; and Fiery Chilli Sauce, which “We believe the Reggae Reggae Light, Chunky, Garlic & Onion, and really packs a punch in its 450g size. Sauce on-pack promotion will generSpicy! Lakeshore has long been prized ate some excitement amongst the Roma are supporting their brand for its mighty mustards, which are brand’s core consumers, providing this year with a major outdoor and now available in the squeezable range, them with a reason to pick up a botPR campaign, and sponsorship of answering the genuine consumer tle,” noted Shah Khan, Senior Brand Catherine’s Roman Holiday, a popular need for convenience and easy-toManager. “Truly engaging and moticooking programme on RTE1. use products. Lakeshore Wholegrain vating on-pack promotions are rare in Mustard with Honey is a crunchy the condiments category, so with Levi Lakeshore Foods mustard, bursting with flavour with Roots we have a real opportunity to Lakeshore has recently launched its a twist of honey for a create standout on-shelf and generate latest brand extension, naturally sweet taste, some buzz for the brand and the catits new range of and comes in a 210g egory as a whole.” ‘squeezable’ products pack. Lakeshore Extra The Levi Roots Condiments range that match the current Hot Irish Mustard has in a glass bottle format includes consumer demand for an intensely spicy taste, Reggae Reggae Sauce, Levi Roots ease of use and maximum and is available in a Reggae Reggae Tomato Ketchup convenience at affordable 220g pack. and Levi Roots Fiery Guava Dipping prices. The Lakeshore Sauce, while the Squeezy range brand was launched in includes Reggae Reggae Sauce and 1982 and since then, its Blue Dragon Reggae Reggae Tomato Ketchup. The range of condiments Blue Dragon, distributed Levi Roots range also includes cooking have become renowned by BR Foods, has taken sauces: Reggae Reggae Cooking Sauce, amongst consumers, who its best selling stir fry Caribbean Stew Sauce, Caribbean have long enjoyed their sachet flavours – Black Curry Sauce and Caribbean Korma top quality dressings, Bean, Sweet & Sour, Sauce, while the portfolio also marinades, mustards and Hoi Sin & Garlic, Chow includes Mango Chilli Relish and sauces. Mein and Sweet Chilli Reggae Reggae Relish. Lakeshore’s reputa& Garlic – and created tion for impeccable qual200g glass jar versions. ity and detail in product “At Blue Dragon Roma formulation and producwe pride ourselves on Roma, Ireland’s favourite tion is continued with the providing consumers Mediterranean ingredients brand, The new Lakeshore new ‘squeezable’ range of with products that are recently launched new tasting squeezable range includes products, with only the in line with their needs, Bolognese sauces, which have become Tantalising Tomato finest quality ingredients while maintaining high a major hit among consumers. Ketchup, made from deliciously juicy tomatoes. standards of quality used. The continuing The sauces are made with the finpopularity of Lakeshore and authenticity,” noted est tomatoes, herbs and vegetables in products with consumers equals great Tracy Hughes, Blue Dragon Consumer order to deliver the true taste of Italy business opportunities for retail stockand Trade Marketing Controller. direct to Irish consumers. Great for ists. This extension to the Lakeshore “Following consumer research, we Spaghetti Bolognese or just simply 44

September10Sauces

know there’s a demand amongst larger households for a stir fry offering that provides up to 3-4 servings, but which still presents a cost effective meal solution. Research also suggests that 63% of consumers prefer their stir fry to be presented in a recyclable glass format. Our new 200g stir fry glass jar portfolio meets these exact criteria and we’re confident this innovative launch will drive penetration of stir fry glass jars and really cater to a clear gap in the market.” Blue Dragon’s new stir fry glass jar portfolio is the only range in the market which is free from artificial additives and preservatives, and is in line with the 2012 FSA guidelines on salt. The ambient Oriental sauce sector, comprising stir-fry sauces, cooking sauces, dipping sauces and others (i.e. soy & fish sauce), is currently showing strong sales growth year-on-year, with plenty of room for further expansion. Indeed, according to industry experts, on average, consumers purchase ambient Oriental

sauces four times a year, which highlights the potential to increase frequency of purchase, increasing value for retailers and manufacturers alike. Blue Dragon is going from strength to strength within the ambient Oriental sauce Blue Dragon has created 200g glass jar versions of its best market. The brand selling stir fry sachet flavours: Black Bean, Sweet & Sour, Hoi Sin & Garlic, Chow Mein and Sweet Chilli & Garlic. recently launched a Japanese range, has also grown its presence in the tapping into the emerging consumer stir fry category through a successful trend for Japanese cuisine. The new re-launch with updated packaging Blue Dragon Japanese range consists design and recipes in line with FDA’s of three yaki sauce variants, Chilli salt guidelines for 2010 & 2012, and Sesame, Sweet Plum and Ginger and all products are also free from preSesame, Soy & Spring Onion and also servatives and additives. Recent proa Katsu Curry Meal Kit and cooking motional activity on the well-estabsauce. lished 120g sachets has attracted new Blue Dragon claims leadership buyers with innovative new ranges in of the Oriental dipping sauce sector, the form of premium sachets and prewith its flagship Blue Dragon Sweet mium jar stir fry ranges. Chilli Dipping Sauce, while the brand

SuperValu to Sell €2m of Irish Apples

Paulaner Celebrates 200 Years of Oktoberfest

SUPERVALU has announced projected sales of €2m of Irish apples in 2010. First in season Irish apples will be supplied by Cappoquinn Estate, Co. Waterford, and P. McCann & Sons, Portadown, Co. Armagh. SuperValu’s longstanding loyalty to local Irish producers and communities means that, currently, 65% of the fruit and vegetables purchased by SuperValu and its retail partners are Irish. The remaining 35% is made up of fruit and vegetables either not available or out-of-season in Ireland. This commitment to secure supply locally has ensured consumer trust in the SuperValu fresh fruit and vegetable offering. Commenting on the announcement, Donal Horgan, Managing Director, SuperValu, said; “SuperValu has a long established policy of investing in local Irish produce whenever possible, thus providing the Irish consumer with top quality Irish fresh fruit and vegetables and we are delighted to welcome this season’s Irish apples in store.”

TO celebrate 200 years of Oktoberfest, Germany’s number one Weissbier, Paulaner is bringing Oktoberfest to Dublin City for the Paulaner Oktoberfest Weekender. Paulaner will mark the 200th birthday of Oktoberfest with Bavarian themed celebrations taking place across the city on October 1 and 2. Dublin will come alive with Bavarian banter as Paulaner’s Oktoberfest celebrations transport Dubliners to the heart of Munich to commemorate this special event with authentic food, music and entertainment. Paulaner fans are invited to sample real Oktoberfest culture with the special Paulaner Oktoberfest Brew, one of only six beers permitted to exhibit at Munich’s legendary Oktoberfest. Paulaner’s Oktoberfest Bier is specifically brewed for the event and instantly recognisable by its golden yellow tones and light, hoppy malt flavour. For more information on the Paulaner Oktoberfest Weekend and partner events, visit www. facebook.com/ Paulanerireland. 45

September10Waste

Disposal

Bizzy Binz: Making You Money The Bizzy Binz waste disposal system gives you the opportunity to generate extra foot-fall and revenue in-store.

Bizzy

Binz is a new concept in waste disposal, which gives retailers the chance to generate extra revenue in-store, both through the sale of key-codes for consumers to dispose of their waste and also by the increased footfall in your store. “The concept of the Bizzy Binz waste compactor was a response to developing a more cost effective way to dispose of bags, rather than the current system of being locked into contracts with waste management companies,” notes James Boggan, Director, Bizzy Binz Ltd. The end result, Bizzy Binz, is a fully automatic PTU portable, fullysealed automatic compactor, which takes up just one car park space at your premises. The unit is designed to offer a payback system to the shop owner, while offering the public a cheaper, cleaner and more efficient way to dispose of their recyclable and non-recyclable waste. Consumers simply buy a keycode in the store and dispose of their waste bags by TouchPad screen into the machine, with the retailer taking a percentage of each key-code sold. It is particularly suitable for people who have distances to travel to landfill or transfer facilities.

Advantages to Retailers Bizzy Binz offer a number of advantages to store owners. - They are user-friendly. - They are proven to increase footfall to your store, thus increasing revenue. - The shop owner gets a percentage of each key-code sold to consumers. - Bizzy Binz provide a full management service, which includes implementation, maintenance and disposal of rubbish. - There are no unpleasant odours, as the Bizzy Bin is a sealed unit. - The Bizzy Bin adheres to EPA guidelines. 46

Pictured with the Bizzy Binz waste compactor are James and Paul Boggan, Directors, Bizzy Binz, and Val Boggan.

There is no initial financial outlay required.

The main reason Bizzy Binz works so well is that it eliminates bags being left lying around at weekends, and especially Bank Holidays and holiday time. It has an added advantage for the consumer too: the customer can retain the key-code receipt and include it in their year end tax returns.

Expanding Nationally Boggan’s Londis store in Rosslare, Co. Wexford, has had a Bizzy Binz unit in place for over two years, and the Boggans recently invested in setting up a joint business venture to expand Bizzy Binz nationally.

“This investment was directly down to the fact that not only do we receive 20% commission for every key-code we sell in the store, but the added footfall into the shop has been incredible,” notes Paul Boggan. “On average, every third or fourth person into our store purchases a key-code to use the Bizzy Binz.” James has the following advice for stores considering installing a Bizzy Binz unit: - It needs to be a store with space outside for the unit, such as reasonable frontage or forecourt space. - An owner-run site is ideal, as the unit needs a certain amount of care and attention. - It is an excellent investment for Tidy Towns points. - It is also ideal for a busy village or holiday resort. - 3-phase electricity is required. For more information on Bizzy Binz, contact: Bizzy Binz Ltd Unit 7, Westpoint Business Park, Clonard, Co. Wexford. Tel: 053 9170863 James: 087 240 0020 Paul: 086 256 0510 Email: info@bizzybinz.ie Web: www.bizzybinz.ie

The Fully Automatic PTU Portable, Fully Sealed Automatic Compactor

e u n e v e r f o % 0 2 s t e g r e n Shop ow This unit is designed to offer a pay back system to the shop owner whilst offering the public a Cheaper, Cleaner & more effective way to dispose of their recyclable and non-recyclable waste. Takes up just ONE car park space The Public just simply buy a keycode in the shop and dispose of their waste by TouchPad Screen into the machine.

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September10Fuels

The Heat Is On Irish consumers are increasingly looking at minimising their winter energy costs, primarily through spot heating, with attendant profit opportunities for retailers who stock LP Gas cylinders and solid fuels.

With

last winter being the coldest on record in almost 20 years, home heating has become top of mind with Irish consumers as temperatures take a turn for the worse. The current economic climate means that consumers are increasingly looking at alternative ways to minimise energy costs during the winter months for both their homes and businesses. Indeed, many consumers are beginning to choose modern, high efficiency heating solutions over traditional heating systems. For retailers, stocking up on a range of fuels, from Firelogs and peat briquettes to LP Gas cylinders, is a sure-fire way to boost your profits over the coming months, particularly if this winter is anything like last yearâ&#x20AC;&#x2122;s prolonged cold snap.

soared as households looked for ways to keep warm without breaking the bank. Retailers looking to stock up on Superser mobile heaters for the win-

ter months should contact Flogas on 041-9831041 or www.flogas.ie. Over the years, Flogas has noticed that, during an economic downturn, sales of Superser mobile heaters

Flogas Flogas has just celebrated an extremely successful year as the exclusive distributor for Superser mobile heaters in Ireland and the UK. Against the backdrop of the coldest winter since 1991, according to Met Eireann, sales for Superser heaters 48

Flogas Superser heaters are perfect for giving conservatories that cosy feel â&#x20AC;&#x201C; picture shows the Flogas Superser Catalytic model.

The Original Mobile Gas Heater Leading Brand - Highest Quality Full Range at Competitive Prices

Nationwide After Sales Service Modern Design With Latest Safety Features Backed By National Advertising & Promotions

In this chilly current climate, your customers will be looking for new ways to heat their homes this winter. So why not offer them a super snug alternative? Super economical, super efficient and exclusive from Flogas, Superser is the simplest way to heat any room in an instant.

To order call Flogas on 041 9831041 info@flogas.ie

www.flogas.ie

The new home of Superser

September10Fuels

towards stir-fry dishes which work competitive offer in the best when cooked on gas have meant marketplace for small to that many people are looking at this medium business customoption either for existing or new homes. ers,” noted Eoin. A nationwide network of Flogas Very little beats a real aftersales personnel are on 24-hour coal fire in a home but calls for appliance repairs and mainincreasingly fewer people tenance. want the hassle that comes Flogas supports all its products with it, so gas fires have and services and plans through innobecome a very fashionable vative dealer promotions, excellent lifestyle choice. The solupoint of sale material, targeted advertion for those homeowners tising and public relations. For furwho are not on the natural ther information on Flogas products gas grid is to have it piped and services, just contact 041-9831041 in from their own back or visit www.flogas.ie. garden using stand-alone propane cylinders. Two are usually installed, with Calor Gas an automatic changeover With rising fuels costs and more device, so when one cylinenvironmentally conscious consumers, der runs out, the customer Calor Gas can offer high efficiency can phone for a replaceand lower carbon energy solutions for ment cylinder. Flogas operyour home and business. ates a nationwide network Over the past 70 years, Calor Model Ruth Griffin is pictured with the of distributors in strategic Gas has developed innovative heatSuperser Catalytic and Radiant heaters, locations to ensure constant ing solutions that are cost effective exclusively available from Flogas. and speedy deliveries direct and environmentally friendly to the to customers, whatever the weather. point where Calor Gas is the leading actually increase. Eoin O’Flynn of “Propane direct Flogas said, “This is because they dealers have been provide the perfect solution for reporting strong annucost-conscious customers looking to al sales growth and control their heating bills. Superser many of our customers mobile heaters are extremely useful want the benefits of gas as an instant, economic and portable in the home for fires way to ‘spot-heat’ a room quickly, as and cooking, but are many customers find it far cheaper either not on the natuthan turning on the central heating ral gas grid or don’t for an hour or two.” want to go through the For homeowners who want hassle of changing, so instant heat that’s both stylish and find propane cylinders useful, Flogas supplies two very conin a discreet corner of temporary looking and stylish mobile their back garden a heaters, the Superser Radiant and very practical alternaSuperser Catalytic. In particular, the tive,” explained Eoin. Superser Catalytic burns without a Professional chefs flame and has lower touch temperaalways prefer to cook tures, making it safer, and it’s fitted on gas and Flogas cuswith easy glide castors, which allows tomer Neven Maguire for trouble-free moving from room to of MacNean House & room. Restaurant, Blacklion, Flogas’ entry into the commercial Co. Cavan, said, and residential natural gas market “Many people are optlast year has also been an unqualified ing for gas to cook up success and it is currently offering tasty dishes for family small to medium businesses an 11% and friends as it offers saving on the price charged by Bord clean and controllable Gais Energy Supply for its natural heat.” gas. “Our guaranteed 11% price savThe Manhattan from Calor is cast in high quality steel Changes in eating ing on the price currently charged by and fuelled by the renowned yellow Calor Gas 11.34kg habits and the trend Bord Gais Energy Supply is the most butane cylinder. 50

So hot this season

Introducing the

Provence Mobile Heater from Calor Gas Elegant, durable and oh-so-chic, itâ&#x20AC;&#x2122;s instant heat you can take anywhere. And even when itâ&#x20AC;&#x2122;s not on, this attractive stove is guaranteed to draw envious looks from your guests. The Provence from Calor Gas will warm to any occasion, be it in the kitchen, living room or conservatory. And by only heating the room you are in, you use less fuel which is good news for the environment and your pocket too.

Discover the stylish and practical Provence portable heater from Calor now at Woodies DIY, Atlantic Homecare and Independent Calor Stockists nationwide. For further details, call R.O.I. 1850 812 470, N.I. (028) 9045 5588 or visit www.calorgas.ie

Enjoy a Calorful life

September10Fuels

Calor Gas’ agenda. “As Calor Gas is the leading distributor of LPG in Ireland, we care about the environment and are committed to pressing for sustainable development in this area,” noted a company spokesperson. Liquefied Petroleum Gas (LPG) is more environmentally friendly than other fossil fuels, generating 11% less CO2 (per kilowatt hour) than oil, 33% less CO2 than coal and a massive 58% less CO2 than electricity. So, while consumers are reducing their carbon footprint, they can also save money on their home heating bill. To view the full range of Calor mobile heaters on offer, please visit www. calorgas.ie, contact them on 1850 812 450 or mail info@calorgas.ie.

Solid Fuels

The Provence, from Calor Gas, is a superb mobile heater, providing a perfect focal point for any room.

supplier of spot heating solutions in Ireland, according to the company. Spot heating, such as that offered by Calor Gas fires, provides instant heat and allows consumers to only heat the room/space that they are in. High efficiency glass fronted gas fires raise the temperature in a room faster than standard models, allowing consumers to turn down the fire sooner, resulting in lower running costs and reduced carbon emissions. This winter, Calor has added a new sleek and fashionably chic gas fire to its range. The Manhattan portable living flame heater provides onthe-spot instant warmth. It has been designed to make consumers’ homes look smart and stylish, no matter what room it heats. Developed by Universal Innovations in Kilcoole, Co. Wicklow, the Manhattan is 100% portable, so there are no installation costs or associated works in the set-up of the heater. The Manhattan is cast in high quality steel and is fuelled by the renowned yellow Calor Gas 11.34kg butane cylinder, housed discretely within the body of the stove. This means excellent efficiency with a maximum heat output of 3kw. It also 52

Of course, home heating is about more than LP Gas, with a host of solid fuel options available. Indeed, innovative fire solutions, such as the now ubiquitous fire log, are proving as real hit with time-strapped Irish consumers, who want instant heat for the cold winter months.

provides for an easy cylinder load system. For safety, the Manhattan feaBord na Móna tures a Safety Oxygen Depletion cutFor over 50 years, Bord na Móna Fuels off. This device cuts off the appliance Ltd, the largest supplier of solid fuel in if carbon dioxide levels in the room rise above a safe level, giving peace of mind to your customers. The Manhattan is available through selected independent stockists in Ireland and retails at €349. Also from Calor, The Provence is a superb mobile heater, providing a perfect focal point for any room. It has been specifically designed to blend in with the ambience of any home and will bring a touch of style wherever it is placed. Bord na Móna’s Firepak, offering consumers the warmth and Sustainability effect of a full real fire in just minutes, and Firelog: massively popular with Irish consumers. is also high on

September10Fuels

Bord na Móna Firelogs: a top choice for Irish consumers in the firelog category.

Ireland, has led the way in designing innovative and convenient ‘real-life’ fire solutions for busy Irish consumers. For those who are short on time but want the warmth and effect of a full real fire in just minutes, Firepak is the ultimate ‘complete fire in a bag’ solution. All consumers have to do is light the pack, sit back and bask in the glow of a perfect fire that will burn for three to four hours. Made of smokeless coal with Irish peat, Firepak is clean to handle and will light with just one match, making it the number one choice in the ‘real fire in a bag’ category. This year Bord na Móna Fuels Ltd is investing in national TV advertising to support Firepak sales during the peak winter months, beginning in October. The campaign will build on last year’s ‘In for the Night’ campaign, which proved an instant hit among Irish consumers for its world-class selection of books and movies to enjoy by an open fire to complete the perfect ‘night in’. Clean, easy and convenient are the by-words for Bord na Móna’s market-leading range of solid fuel products. An exciting new product development to be unveiled this winter is Bord na Móna ‘Clean Start’, the instant lighting firestarter. Presented in a pack of three mini logs, this exciting new product is designed with consumers in mind, with recent research showing that the majority of Irish people want a product that lights a fire quickly and is clean and convenient to use. Bord na Móna ‘Clean Start’ will be supported extensively in-store, with eye-catching in-store display mounts and point of sale materials, including ready merchandised display cases and free standing fixture displays. Watch out for another exciting new product which will totally revolutionize the category, to be unveiled in the next issue. Don’t forget, essential for retailers 54

to stock, Bord na Móna Firelogs are the number one choice among Irish consumers in the firelog category. As the market leader in solid fuels in Ireland, the company’s compact and easy-to-display range of solid fuel products features the hugely popular line of eco-friendly fuels, including Premium Wood Pellets, Bord na Móna Wood Logs, Bord na Móna EcoFriendly Real Logs - all made from naturally renewable resources and fully CO2 neutral. All products are available through Allegro Distribution.

two leading brands in Ireland. Over 70% of households have open fires and the ignition sector is one of the fastest growing sectors in the household category. The Homestead fuels range consists of two skus of firelighters, 30’s and 60’s, as well as a 1.1kg Firelog, which was introduced to the range in early 2005. Homestead Fuels continue to grow year-on-year. Firelogs are largest contributor of this growth, accounting for 25% of total Homestead fuel sales. Firelighter sales now account for 51% of the total fuel sales in Ireland, according to Homestead, and Homestead Firelighters continue to grow in line with the market. “Our new fresh look fuels packaging has given the range a well deserved face lift, while maintaining the same great quality which is now even better value. Coupled with

The Homestead fuels range consists of two skus of firelighters, 30’s and 60’s, as well as a 1.1kg Firelog, which was introduced to the range in early 2005.

Homestead After the launch of the Homestead brand in 1986, the firelighter range quickly became a stable product within the brand’s portfolio, generating considerable sales in this category. It is estimated that Homestead fuels account for 53% of the total fuels sales within symbol groups and independent retailers, while rivalling the

some really strong activity for 2010 Homestead continues to ‘Bring Value Home’,” noted Homestead Brand Manager, Janice Gibney.

Zip Zip, Ireland’s number one ignition brand and pioneers of high performance kerosene firelighters and convenience firelogs, continues to drive category growth through innovation

September10Fuels

and exciting consumer promotions. Zip has followed up last winter’s successful launch of the Everyday Value Firelog with a new Guaranteed Irish made firelog, ‘Croí na Tine’. ‘Croí na Tine’, which means “heart of the fire”, is an innovative, new formula firelog which is 100% natural, using coppiced willow, planted and harvested on Irish soil. This high performance log is easy to light and

Zip Croí na Tine is an innovative, new formula firelog which is 100% natural, using coppiced willow, planted and harvested on Irish soil.

To drive consumer awareness of its extensive range, Zip will be unveiling a striking television advertising campaign which will be on screen from November.

burns with animated flames for over two hours: a real fire that lasts, in an instant. To support this winter’s launch and drive consumer awareness, Zip will be unveiling a striking television advertising campaign which will be on screen from November. The Zip 1.1kg Croí na Tine firelog will be available nationwide from September, with an RRP of €2.39. For more information on this, or on the complete Zip range, contact Alison O’Grady of Johnson Brothers, Zip’s Irish distribution partner at alison. ogrady@jaymark.ie or (01) 4081555.

ZIP is still the No.1 ignition brand* for Ireland and it’s bringing you a brand new ﬁrelog.

Red hot products Red hot proﬁts

Your customers will enjoy the fire it produces, as well as warm to the fact it uses Irish wood and is the only firelog made right here in Ireland. All of which is guaranteed to light up your tills and maximise your profits! 100% natural firelog Burns over 2 hours Made with sustainably sourced Irish wood To order, please contact Alison O’Grady at Johnson Brothers on 01 408 1555 or at alison.ogrady@jaymark.ie

Guaranteed Irish

*AC Nielsen MAT ending July 11/10

September10Drinks

News

Carmen Wines Sponsors Dublin Theatre Festival CARMEN Wines has announced its continued sponsorship of the Ulster Bank Dublin Theatre Festival for 2010. As part of its continuing commitment to bringing consumers on a journey of discovery, Carmen’s involvement is one that will embrace theatre and performing arts for Irish consumers for the months of September and October. One of the highlights for Carmen will be the Chilean production, Diciembre - a politically charged, blackly comic, razor-sharp family drama from the new shining light of Latin American theatre. The Ulster Bank Dublin Theatre Festival brings the best of Irish and international theatre to the capital for 18 days from September 30. Full programme details and information on tickets can be found at www.dublintheatrefestival.com

Cooley Collects 10 Gold Medals at IWSC COOLEY Distillery has matched the record it set in 2009 by winning 10 Gold Medals at the 2010 International Wine & Spirits Competition (IWSC), the most prestigious honours bestowed to the drinks industry as they are judged solely on the quality of the wine or spirit. Jack Teeling, Managing Director of Cooley Distillery, commented, “The latest haul of IWSC Gold Medals brings us over the landmark of 100 Gold Medals in all competitions and justifies our continual investment in innovation and quality. At a time of resurgence in Irish whiskey, we are delighted to continue to build on both Ireland’s and Cooley’s reputation for being a world class producer of whiskey.”

Molson Coors €1m Carling Campaign GER Corkery, Field Sales Manager, and Leo Brennan, On Trade Key Account Manager, Molson Coors Ireland, celebrate the new Carling Advertising Campaign in Cork City. The company are investing over €1m behind the campaign, resulting in a significant media presence through to year end. The new advertising execution for Carling is visually clean and simple; the message is quality with great taste captured in the strapline, “Great taste every sip of the way”. The advertising campaign, which also includes press, will be supported by PR and through on and off trade activity.

Superquinn Autumn French Wine Sale THE annual Superquinn Autumn French Wine Sale is set to commence in all stores and online from September 8 to October 5 inclusive. This year, the event is bigger and better than ever, featuring over 60 fantastic wines, all reduced by between 25% and 50%, priced from just €6 per bottle. And there’s an extra 5% off when customers purchase any six bottles. As always, this year’s wine sale has something for everyone, with 29 of the wines brand new to the range, and over 40 bottles reduced to €10 or under. New wines this year include: Gamay Sparkling (€10), Rare Vineyards Range (€6), Collioure Blanc (€10), Crozes Hermitage Etienne Barret Red & White (€11), Classic Collection Sancerre & Pouilly Fumé (€12), and Chateau de Sours Range (€13).

Bollinger Sponsors Kinsale Gourmet Festival BOLLINGER Champagne have been announced as the headline sponsor for the Kinsale Gourmet Festival, held in October of each year to celebrate all the fine things that Kinsale has to offer. “We are delighted to get involved in the Kinsale Gourmet Festival, which has such prestige within Ireland,” noted Vianey Fabre of Bollinger. “I for one am looking forward to coming to such a beautiful part of the Country and tasting what they have to offer.” Highlights include cookery demonstrations from top chefs, a Bollinger Champagne reception with canapés from the Good Food Circle, and an escorted tour of the 11 members of Kinsale’s Good Food Circle, who will present spectacular dishes from their kitchens.

September10Cereals

Bowled Over by Cereals Irish people are the biggest consumers of breakfast cereals in the world.

massive 56% of Irish parents admit that their kids skip meals. The likelihood for kids to skip meals is much higher among teenagers, with 67% of parents with a child in secondary school admitting that their child does so, in comparison to 46% of parents of primary school children. What is most alarming in the Kellogg’s Sorted 4 School Survey findings is that amongst parents who admit to a meal skipping problem, 46% indicate that breakfast is the most likely meal to be skipped, followed by lunch (37%) and dinner (18%). 250 parents of primary school children, 303 parents of secondary school children and 213 teenagers (aged 16-19) took part in the survey, which was carried out by Empathy Research on August 5-11, 2010. The Kellogg’s Sorted 4 School Survey also reveals that nearly all Irish parents (96%) recognise the importance of breakfast for schoolgoing children and make a special effort to encourage their child to eat breakfast every day before they leave for school. However, despite these best efforts, 67% of teenagers admit to skipping meals, with more than half (56%) saying the meal they were most likely to miss is breakfast. 46% of parents revealed that their primary school-going child often skips meals, with 34% of these avoiding breakfast. The main reason parents of primary school children gave for their children missing breakfast is that their child is a fussy eater (56%). In contrast, more than half (55%) of teenagers who skipped meals said it was because they are usually too busy. It does appear however, that teenagers listen to their parents more than we think, with three fifths (60%) saying that they sometimes eat breakfast as a result of their parents ‘pestering’ them to do so. Breakfast cereal is clearly the first choice for primary school children, 58

with 75% of parents claiming that their primary school child eats breakfast cereal most often for breakfast. The next most popular breakfast choice with primary school children was toast (11%), followed by porridge (7%). 48% of teenagers said that they eat cereal for breakfast most often, followed The Kellogg’s Sorted 4 School Survey reveals that by toast (26%). 96% of Irish parents recognise the importance of It appears that poor eating breakfast for school-going children. habits become more of a concern for parents as their children get Kellogg older. For parents of primary school When it comes to breakfast, there children, just over a quarter (26%) is no doubt that ready-to-eat cereal worry that their child eats the wrong is the number one choice for Irish food. However, this figure grows to consumers. Here in Ireland, we eat 37% for parents of teenagers. more breakfast cereal than any other Not surprising perhaps, in today’s country in the world; at 8.2kg per busy society, only 12% of parents said head annually, that’s 2kg more than that their family eats breakfast togeththe UK, the world’s next biggest er every day, with almost two thirds cereal eaters. (59%) of teenagers saying that they Part of the success of the cereal rarely eat breakfast with their families. category is its continued ability to “We’re all aware that breakfast is bring new and relevant products to an important meal. However, the realconsumers. The latest product launch ity is that many children and teenagfrom market leaders, Kellogg, is a ers are not ‘breaking’ the ‘fast’ before cereal designed to deliver the great they leave for school,” noted nutritiontaste that kids enjoy, while also delivist Paula Mee. “The concern then is ering on a range of health credentials. when do they next eat, and what do Kellogg’s Coco Pops Choc ‘N’ Roll is they next eat? Is it something from a lower salt, lower sugar, low satuthe sweet shop or vending machine at school? How does this habit affect their long term health and even short term performance in terms of concentrating or playing their sport well? Having breakfast together, even if it’s only for 10 minutes, means that both parents and children receive many essential nutrients to start the day, such as calcium, iron and fibre, amongst others.” Kellogg’s have announced their support for the Paula Mee Breakfast Club (www.breakfastclub.ie) which launched recently and is designed to give parents and kids simple tips and recipes for handy breakfasts, while outlining some important facts around Kellogg’s Corn Flakes: a clear winner breakfast habits. with Irish consumers.

September10Cereals

Flahavan’s has delivered more growth to the oats category in line with consumers’ increasing interest in porridge as a healthy breakfast cereal choice. Today, consumers are taking a greater interest in managing their own health and Flahavan’s, through its focus on innovation and research, has broadened its portfolio to include products that concentrate on convenience, flavour and taste tailored to Flahavan’s quick and easy to prepare the demands and lifestyles of healthQuick Oats range is available in a sachet, drum and portable pots. conscious Irish consumers. Free from artificial colours and port Love Irish Food - an initiative additives and made from 100% Irish led by Irish manufacturing brands wholegrain oats, the intrinsic health seeking to promote Irish food and benefits of Flahavan’s Progress Oats, drink brands in Ireland. For more Organic Oats, and the quick and information, see www.flahavans.com. easy to prepare Quick Oats range in a sachet, drum and portable pots, Lifeforce make Flahavan’s Original porridge the Muesli ideal breakLifeforce Original fast or snack. Muesli, from Boyne More recently, Valley Group, is Flahavan’s won synonymous with two Gold Stars wholesome, healthy Flahavan’s in the ‘Luxury eating. This satisfying Flahavan’s is Ireland’s favourite breakfast cereal, breakfast cereal porridge and has a loyal Irish to be cooked’ is high in complex customer base with over one million category, for carbohydrates, fibre servings consumed nationwide each Flahavan’s and other nutrients – week. As one of the oldest private Flahavan’s won two Gold Stars for Organic essential for the most family-owned food companies in Flahavan’s Organic Porridge Oats and Porridge Oats important meal of the Ireland with a distinguished milling Flahavan’s Organic Jumbo Oats at the and Flahavan’s day. tradition spanning over 200 years, Great Taste Food Awards 2010. Organic Jumbo Lifeforce Muesli is Flahavan’s brands are resonant of Oats, at the easy to prepare and tradition and integrity, with a range Great Taste Food Awards 2010 for its tastes simply delicious with both cold of totally natural locally grown cereals creamy texture and taste. The distincand hot milk. It is made from the finthat consumers can trust. tive Flahavan’s taste, quality and est Irish grown cereals and specially As the hot oats cereal category innovative format varieties leader with over 65% market share, combine to make Flahavan’s Oats the number one brand that consumers can trust. A bowl of Flahavan’s every morning provides Lifeforce Original Irish Muesli tastes as nature a a nutrientintended, without artificial additives or table sugar. rich, low-fat and low calorie breakfast that selected nuts and fruits. Lifeforce is 100% natural delivered Original Irish Muesli tastes as nature from farm, to the mill, to intended, without artificial additives consumers’ tables and tastes or table sugar. The naturally sweet Free from artificial colours and additives and simply delicious. Flahavan’s flavour is attributed to the finely made from 100% Irish wholegrain oats, the chopped dates and finest raisins. intrinsic health benefits of Flahavan’s Progress products are 100% Irish and are available nationwide. Lifeforce Original Muesli is available Oats make Flahavan’s porridge the ideal breakfast or snack. Flahavan’s is proud to supin 1.5kg and 750g packs.

rated fat, high fibre, wholegrain and fortified chocolate cereal that kids will eat. Kellogg’s Coco Pops Choc N’ Roll helps children have a great tastThe massively popular ing and balSpecial K brand from anced start Kellogg’s. to the day. Kellogg has made a significant investment over the last two years to develop the food so it meets some of the most rigorous nutritional standards in the world. However, despite the added nutritional value that Kellogg’s Coco Pops Choc ‘N’ Roll offers to consumers, the product is priced very keenly, enabling retailers to provide a highly attractive offering to consumers.

September10Forecourt

Focus

A New Dawn in Mullingar The redevelopment of Niall and Eilish Fox’s Daybreak forecourt in Mullingar has proved a tremendous success for the entrepreneurial retailers.

Fox’s

Pictured are (l-r): Ger Cleary, Retail Operations Manager, Fox’s Daybreak; Paul Cooper, Store Manager; Terry Donnan, Project Coordinator, Musgrave; and Vincent Griffin, Daybreak Territory Manager.

Daybreak in Mullingar has been in business since 2007. Trade in the shop was good, as the Foxes built up a strong local customer base. However, the potential of the shop was limited by its size, which led to store owners, Niall and Eilish Fox deciding that the time was ripe for a complete revamp. “Although the site was large, the footprint of the shop restricted the internal layout and there was also potential on the forecourt to provide an increased number of parking spaces,” explains Paul Cooper, store manager. “Having traded here for a number of years, we knew there was potential to increase sales, but in order to take advantage of it, we had to increase the size of the shop and the forecourt.” Despite the gloomy economic climate, Niall and his management team were confident that a revamp of the shop would see trade increase. The Daybreak Group was also confident both in the site and in its offering to ambitious retailers like Niall and Eilish. The project consisted of increasing the footprint of the forecourt building, which increased retail space inside by one third, while also developing the area outside the store itself to provide increased parking spaces.

Emphasis on Food-To-Go The revamped shop opened in April of this year, with a new look, a new layout and a significantly improved offering to customers across every area of the store. The emphasis on fresh food and food-to-go was increased significantly and the complete package has already provided the return that the couple were looking for with their investment. “With the previous layout, the shop could only have a small deli area. It was very limited in what it could offer customers. Despite being much larger, the new deli is much easier to maintain and can offer customers a much bigger selection of fresh food-to-go,” notes Paul Cooper. “The Merry Chef unit that we installed has proven a big hit with the customers. We can prepare and cook a pizza in minutes; the fact that they are so quick, tasty and fresh has made them a big hit with locals. “The fresh rolls, wraps and sandwiches, along with hot food like pizza, burgers, southern fried chicken, hotdogs, chicken curry, lasagne and more, mean that customers can get a great selection and we are very careful to get the pricing spot-on because value for money is so important to customers these days.”

Exceptional Value Promoting value for money is perhaps the area that symbol groups have focused most attention on in the last couple of years, and Daybreak is at the forefront of this move, helping to change consumer attitudes to symbol group stores with its strong value focus. “As a group, Daybreak has been working extremely hard to allow its 60

September10Forecourt

Focus

retailers to champion great quality along with great value in their shops,” explains Robbie Corcoran, Marketing Executive, Musgrave Wholesale Partners, “from keeping the fit-out competitively priced through to organising group energy schemes, such as our electricity arrangement with Airtricity, and on to a well priced offering of goods, including our own brand Good Value, the national Daybreak Double Deals and great value promotional cycles of branded goods.” He also cites the development of the Daybreak Retailer Zone, an online resource for retailers, with information on every aspect of their business, including a section dedicated to supporting local marketing where leaflet drops can be designed in-house, thus reducing design costs. “Irish consumers have extremely high expectations when it comes to quality produce,” Robbie stresses. “Symbol groups have played a significant part in making those high standards the norm and now we are playing a similar role for pricing, by delivering real cost savings to Daybreak retailers, so they can place themselves at the correct price point for their customers.” The current package from Daybreak not only allows retailers the chance to offer a very competitively priced basket of goods but through extensive signage, value offer shelf-ends, along with strong local and national promotions, it helps retailers to ensure that customers are in no doubt about the value for money offered by Daybreak outlets around the country.

A Complete Package The blend of image, offering and pricing has worked so far for Fox’s Daybreak and projected trading levels have been met since the shop reopened in April. Gerard Cleary, Retail Operations Manager for the four shops owned by the Fox family, feels that the main reason behind the new store’s success is its choice of symbol group partner: “Daybreak offers us a complete package, from inception through to day-to-day operations. We get exceptional support from our symbol

group partner and as retailers, that is what we need during the difficult trading conditions that exist at the moment.” Of course, all this would count for nothing if it wasn’t backed up with exceptional customer service. “Across all four shops that Niall and Eilish own, we place a very strong emphasis on staff training,” Gerard notes. “Not only do they have to be trained to maintain the standards in the shops on an ongoing basis, but also to provide customers with a friendly and efficient shopping experience and it is yet another area where Daybreak provides us with exceptional support.” Niall and Eilish Fox have invested significantly in their Mullingar shop. They did so with a very firm focus on seeing a return on the investment. The Daybreak package they have FACT FILE introduced to Owner: Niall & Eilish Fox their shop has Location: Patrick Street, Mullingar, given them that Co Westmeath return and Size: 1,900 square feet allowed them Number of to offer their Staff: 13 full time & part time customers everyOpening thing they need, at Hours: 24 hours, Monday-Sunday the right price. 61

September10On

the Vine

Celebrating Chile’s Bi-Centenary CHILE has achieved great success in building presence and share in the Irish market. Nearly 50% of Irish regular wine consumers drink Chilean wine regularly, with the category now competing head-to-head with Australia and France as the favoured source country among Irish regular wine consumers. These consumers particularly associate Chilean wines with good value at everyday prices and a great country for winemaking. There seems, however, to be little recognition of the very strong connections between Ireland and Chile. Most Irish consumers, when asked what they know about Chile, will say “wine” or “the Andes”, but very little is known about the historic connections. As Chile celebrates its Bi-Centenary, now perhaps is the time to create greater awareness about the very strong links between Ireland and Chile. Chile enjoys very close ties with Ireland which go back to a time before Chile’s war of independence. Don Ambrosio O’Higgins Neale, Marquis of Osorno (1720–1801) was born in Ballinary, Co. Sligo. His Irish name was Ambrose O’Higgins. As an Irishman and a Catholic, he was able to legally immigrate to Spanish America in 1756, and having left Ireland as a soldier of fortune, he rose through the ranks and was eventually a colonial Governor of the Capitancy General of Chile, which at that time

was part of the Spanish Empire. During this time, he had a relationship with Lady Isabel Riquelme, a ‘criolla’ whose family was a member of the Spanish ruling class. From this union a son was born, Bernardo O’Higgins, who would later lead Chile to its independence from the Spanish Empire in the War of Independence which began in 1810. Two wineries very much associated with the Chilean Revolution are Santa Rita and Undurraga. Santa Rita’s 120 brand commemorates Bernardo O’Higgins and 120 of his soldiers, who took refuge during the war in the cellars at Santa Rita. In 2009, Santa Rita ran a very successful Local Heroes promotion which aimed to highlight the links between Ireland and Chile and the role that Santa Rita played in that piovital battle. The Local Heroes promotion has been re-launched and will run again through autumn 2010. Santa Rita is imported into Ireland by Gilbey’s Wines: contact Julia Kennedy for more information, (01) 429 2272. Another key figure in the war of independence was Captain John Juan MacKenna, who was a member of the Mac Cionaoith clan. He was born in Clogher, Ireland, in 1771. He ended up in Chile, fighting alongside Bernardo O’Higgins as his second-in-command. He was also an important figure in the war of independence from the Spanish crown.

Irish MW Student Wins Award BARBARA Boyle, one of the current crop of Irish MW students, has been awarded the AXA Millésimes Scholarship. Barbara is the wife of well know wine importer/retailer Ben Mason, one of the directors of Wicklow Wine Company. This year, there are four Irish students currently sitting the Master of Wine, the other three being Lynne Coyle, Wine Buyer with the O’Briens Wine Off Licence Group, who coincidentally won the same prize in 2009; Gerard Maguire of 64 Wine in Glasthule; and Jacquie Morris who lives in Dublin and works for Maxxium (UK). There are only 276 active MW’s (Master of Wine) in the world. Six of them are Irish, which is no mean feat, given the fact that Ireland is not a wine producing country. With four more candidates in the frame, it is a testament to the success of wine education in Ireland. Dermot Nolan MW is one of the council members of the Institute of Masters of Wine and also runs the Diploma and Advanced certificate in Ireland. For more information about wine education, including the Master of Wine course, or any other WSET qualification, contact Dermot on 01 2889651 / 086 2240571 or visit www.dermotnolan.ie.

Bernardo O’Higgins, who led Chile to its independence from the Spanish Empire in the War of Independence which began in 1810.

The McKenna family were the original owners of the famous Undurraga winery and last year, they lanched The McKenna Collection as a tribute to a lineage of those courageous and intrepid Irishmen, who held their strong convictions and fought for freedom in Chile. Undurraga is distributed in Ireland by Coman’s Wines: contact Redmond Gavin for more information, (01) 451 9146. Chile’s National Day is celebrated on September 18 and many of the Bi-Centenary celebrations will focus around that date. For more information about Chilean wines, see www.winesofchile.org.

Rosé Wines Ireland Launches A BRAND new importer, specialising in high quality rosé wines from the South of France, has just set up in Ireland. Rosé Wines Ireland have just introduced some of the best rosé wines in the world to Ireland, including wines from Chateau Minuty, Domaine Sainte Marie, Domaine Les Clos D’Aureillans, Domaine Pouverel and Domain Tropez. For more information, contact Ciaran Mannion, Rosé Wines Ireland, on 087 9032576; email: info@rosewine.ie or visit www.rosewine.ie.

September10What’s

Philip Morris Ltd Launch L&M PHILIP Morris Ltd have expanded their cigarette range in Ireland with the launch of the brand L&M, which is available nationwide since August 2010. L&M is already a popular brand internationally and will be available to all retailers in two variants, Red Label (10mg) and Blue Label (6mg) of smooth tasting cigarettes of premium quality and are competitively price marked at €7.75 per pack of 20. L&M is the second biggest brand in the EU and the number one selling cigarette in Poland, Slovakia, Czech Republic and the Canary Islands. L&M is being supported with an extensive trade marketing programme, including a strong introductory trade retailer offer, and a C&C campaign. The brand is being distributed through John Player on behalf of Philip Morris Ltd.

Hook Up with Sunkist SUNKIST offers a range of fizzy drinks that has amazing profit opportunities, with popular fruit flavours no-one else offers, offering great margins to retailers. Sunkist has great shelf standout to brighten up the fixture and attract shoppers to your soft drinks area. The Sunkist range is made up of six fruity flavours in 330ml cans and a 2L bottle of popular Orange flavour. In cans, Orange & Passion Fruit and Summer Fruits have been added to the existing range of Orange, Diet Orange, Lemon and Tropical. Distributors, M&D Ltd are exclusively offering Sunkist with free Point of Sale to independent retailers and catering outlets to get in on the opportunity. Contact: M&D Ltd on (01) 4535955 or email info@jaffo.ie.

Denny Gold Medal Sausage Rolls

THE Sausage Rolls category is valued at €5.9m and is growing at 8% MAT, and Denny Gold Medal Sausage Rolls continue to be Ireland’s most loved sausage roll with 30% value share (Source: TNS Kantar June 2010). Denny has rebranded its sausage rolls range to bring

it in line with the whole Denny range. The Denny brand continues to invest in heavyweight marketing support with over €2m invested in 2009 (Nielsen adspend 2009). The Gold Medal Sausage Rolls range consists of Large, Jumbo and Cocktail. The rebrand is complemented by a full promotional support plan in the trade and further seasonal activity towards the end of the year.

New

Creative Lunchtime Packaging WHEN mum of four, Shauna Walsh decided that there must be a more environmentally friendly and easier to open method to pack kids’ sandwiches, she went on to develop Paper Lunch Bags, bringing the retro back to the school yard. The environmentally friendly alternative, Paper Lunch Bags are made with greaseproof paper and can be reused, recycled and keep lunch at its freshest. Paper Lunch Bags, made by Walsh Packaging in Roscrea, Co. Tipperary, come in packs of 50 and are available in Superquinn, Tesco and Supervalu stores throughout the country at a recommended retail cost of €2.49.

Denny Taste of Home Pastry Range THE pastry category is valued at €11.6m and growing at 20% value MAT, with Denny the largest brand in the category with 13% value share MAT (Source: TNS Kantar June 2010). By bringing the Denny Pastry range under the Denny “Taste of Home” umbrella, the savoury category will benefit from greater recognition for one of Ireland’s most loved brands, receiving over €2m media support annually (Nielsen adspend 2009). The new packaging focuses on a sense of occasion and highlights the quality of the fillings. The Denny Pastry Pie range comes in Chicken & Ham, Steak & Kidney, Minced Steak & Onion. Along with the hugely popular 500g box pies, these pastry pies also come in smaller convenience sized 140g and 4x140g formats.

Pall Mall Limited Edition Pack

IN the last issue, we featured the pack shot of the latest Pall Mall LEP for the UK market. PJ Carroll can now reveal the Pall Mall LEP that has launched in Ireland. In addition to the LEP launch, the amber packaging is being transformed with a new permanent signature pink colour. The new design will temporarily replace the traditional packaging for Pall Mall range and will be available for three months throughout the summer. 63

September10Shelf

Life

Shelf Life PICTURED are model Aisling Cronin with Paul Horgan, Edward Horgan and Michael Horgan, celebrating Horgan’s Delicatessen Supplies’ recent win at The Great Taste Awards where they won three Great Taste Awards. The Great Taste Awards Gold 2010 Two Star went to Horgan’s Certified Irish Angus Pastrami and Horgan’s Honey Baked Ham on the bone and One Star to Horgan’s Certified Irish Angus Spiced Beef. Michael Horgan, Managing Director, Horgan’s Delicatessen Supplies, said, “Horgan’s have always strived for quality and value for all their products but above all, great taste has been imperative so to receive these three Great Taste Awards is confirmation that we are delivering to our customers.” See www.horgans.com for more. BOMBAY Pantry’s award winning retail products have gone in sale in an additional seven Dunnes Stores outlets. The additional secured listings at Dunnes Stores Newbridge, Citywest, Tallaght, Kilnamanagh, Henry Street, George’s Street and Newtownmountkennedy will offer customers greater choice in the chilled convenience offering and allows Bombay Pantry to reach out to customers that live too far from its highly acclaimed foodstores. The range includes its famous Bombay Pantry Chicken Curry, which recently claimed a 2 Gold Star award at the UK Great Taste Awards. LIDL are suitably delighted with the news that their Glensallagh pale streaky bacon has been described as “close to perfection” in the 2010 judging for the Great Taste Awards. Aoife Clarke from Lidl says, “Lidl is proud that its Glensallagh streaky bacon will carry the Great Taste Awards Gold Medal symbol, so customers will be able to identify yet another award winning quality Lidl product for themselves and taste the difference. The bacon is also 100% Bord Bia Quality Approved.”

GALA has signed a waste management agreement with AES, one of Ireland’s leading suppliers of waste management, which enables Gala retailers to save a minimum of 10% on their waste management costs. Indeed since the agreement, many stores have reported higher savings than anticipated. “We are delighted to be partnering with AES,” commented Michael O’Shaughnessy, Gala’s National Development Manager. “Given the volume of material that retailers need to dispose of, this deal will offer significant savings to all of our stores. It also highlights Gala’s commitment to become more eco-friendly and lower the Group’s carbon footprint so it’s a win-win partnership.”

SATURDAY, August 28 saw great celebrations take place at Duneske Sports & Leisure Centre in Cahir, as AIBP hosted a Birthday Party to mark Superquinn’s 50 years in business. AIBP has a long relationship with Superquinn as exclusive partner in the supply of high quality Irish beef. Renowned for its fresh food credentials, Superquinn has worked with AIBP to bring innovation to the market place, with products such as its award winning SQ Hereford Dry Aged Beef range and Organic burger. The recent event was a celebration of this successful partnership, with some 600 people present, from Superquinn, AIBP, the IFA, and the local farming community.

THE Association of Advertisers in Ireland (AAI) has announced its line up of dates from Sept to December 2010 for their Nuts and Bolt of Advertising seminars, part of the AAI Advertisers’ Toolkit: Thursday, September 16, 7.45-9.30am: Q&A with ACNielsen on their industry data at AAI Boardroom, Upper Pembroke Street, Dublin 2 (AAI members only event); Tuesday, October 12, 7.45-9.30am: ‘Defend Your Spend’ – useful tools for negotiating advertising budgets – assistance from agency econometrics and advertiser financial justifications. Venue: space@ Rothco; Tuesday, November 9, 7.45-9.30am: Radio’s role as an Advertising Medium within the 2010 media landscape’, with Scott Williams, Q102 and Chairperson of The Independent Broadcasters of Ireland. Tuesday November 30, 7.45-9.30am: ‘Practical Research Tools: writing a great brief, deciding between quantitative or qualitative research and Researching the Digital Media Space and its role in advertising’, with Behaviour & Attitudes and Millward Brown/ Lansdowne. Venue: space@Rothco Toolkit training is open to non members at a nominal fee of €25. For more information and or to book at place, contact AAI via info@aai.ie .

SMITHWICK’S has announced details of its new brewery tours and exhibition, which have commenced at St. Francis Abbey Brewery, Kilkenny. The new ‘300 Years of Smithwick’s’ tour takes visitors on a walking tour of Ireland’s oldest operating brewery. The new fully guided brewery tour offers a rare opportunity to savour the sights and aromas of the famous brewery. Highlights include a chance to see the Brewhouse where Smithwick’s is actually brewed and a visit to the stunning medieval St. Francis Abbey, which sits on the site of the brewery and dates back to the 13th century. 64

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IRELAND’S FAVOURITE SAUSAGE ROLL Our sausage rolls and savoury range – consistently No. 1 with your customers – have smart new packaging. They don’t just look good on the shelf though – as the favourite choice throughout the country* they’ll make a nice improvement to your bottom line.

* Market Leader, Sausage Rolls Category 30% value share TNS Kantar June 2010