Retail News October 2012

OCTOBER 2012

LONDIS RETAILERS MORE CHILLED THAN EVER Savings of 6% with new Centralised Chill facility!

Because we are ‘owned by retailers for retailers’ our focus is on passing savings back to our retailers. The introduction of our Centralised Chill facility brings with it big savings, big brand availability, store efficiencies and extra margin to Londis retailers. No wonder it’s scored unanimous satisfaction with the most chilled out retailers in the country!

Agriculture production

Malting production of malt from barley

Brewing brewing of beer

Packaging materials

Distribution of beer

production of glass bottles, cans and kegs

local and export beer

Customer

Consumer

cooling, recycling of packaging

cooling, recycling of packaging

“Delivering on our targets, will impact the way in which we bring our brands to market, improve our environmental performance, contribute to our community and enhance our stakeholder engagement.�

Declan Farmer, Corporate Relations Manager, HEINEKEN

www.retailnews.ie|October 2012|Contents|3

Contents THE latest data from the ESRI makes for disturbing reading. After CSO data showed a rise in overall retail sales for the second month in a row, we could have been forgiven for thinking the worst was over. But then, along comes the ESRI’s September report, which shows a sharp fall in consumer confidence, as the Budget looms large on the horizon. While nobody is foolish enough to expect anything but another tough round of austerity measures, Ireland’s beleaguered retailers are looking for Minister for Finance, Michael Noonan TD to show the sector some chinks of light.

With this in mind, Chief News Reporter, Pavel Barter speaks to some of Ireland’s leading retail groups to see what their wish-list is for Budget 2012 (Page 4). Unsurprisingly, getting our domestic economy back on track is high on the agenda for most, with the high costs of doing business in Ireland, the burgeoning black market for tobacco and fuel and excise duties also high on the retail agenda.

Elsewhere, we report on the recent Londis Conference 2012 (Page 14). Attracting over 300 guests, the theme of this year’s conference was ‘Londis, The Next Chapter’, and the tone was very much one of positivity, as the dynamic retail group launched the second phase of its centralised chilled distribution offering to retailers and announced that phase one of the offering has delivered average retailer savings of 6%.

We talk to Kraft Foods’ Petra Ryan about the dynamic new product development that’s afoot in the biscuits sector (Page 18), we report from SHOP 2012 (Page 34) and we’re giving you the chance to win a €100 One4all gift card (Inside Back Cover).

National Quality and Excellence Awards

4

Getting Shoppers to Spend Again?

12 SuperValu and Centra score on quality at the National Quality and Excellence Awards.

Londis Conference 2012

14 This year’s Londis

Annual Conference focused on ‘The Next Chapter’ in the Group’s evolution, and the message, from guest speakers and Group alike, was uniformly positive.

News

4

Government Must Deliver on Consumer Sentiment in Budget.

5 6

Record Share Growth for Aldi.

Irish Suppliers to Benefit from SuperValu €80m Own Brand Expansion; Cheese Exempt from Ad Rules.

8

Minister Sounds Optimistic Note on Repak License Renewal; Customer Service Celebrated at Costcutter Awards; Musgrave MarketPlace Opens in Waterford.

Kathleen Belton Editorial & Marketing Director

18 Petra Ryan, Biscuits Brand Marketing, Kraft Foods, talks us through the brand’s strong performance in the biscuits category, including its impressive focus on NPD.

Londis Launch Phase II of Centralised Chill Programme.

7

9

Retail News Interview

Biscuits

20

20 Ireland’s love affair

Heineken Ireland Soars Ahead on Sustainability.

with biscuits is legendary, as we munch our way through €177m of biscuits annually.

We look at the latest products to hit the shelves.

14 Upper Fitzwilliam Street, Dublin 2.

Tel: (01) 6785165 Fax: (01) 6477127

Editorial & Marketing Director: Kathleen Belton

Web: www.retailnews.ie Email: kathleenbelton@retailnews.ie

johnwalshe@tarapublications.ie

Sales:

Kathleen Belton kathleenbelton@retailnews.ie

Chief News Reporter: Pavel Barter Wine Correspondent: Jean Smullen

25 Retail Ireland Urges Minister Noonan to Support Retail Jobs; Taoiseach addresses Retail Ireland meeting of European retailers in Dublin; Shop Around for Better Card Payment Fees.

Fuels

31 Stocking a range of fuels, from Firelogs and peat briquettes to LP Gas cylinders, is a sure-fire way to boost profits over the winter months.

34 Innovation and new

Managing Director: Patrick Aylward John Walshe

Retail Ireland: Monthly Update

SHOP 2012

Published by: Tara Publishing Ltd,

Editor:

14

Subscription to Retail News: e95 plus VAT Email: aoife@tarapublications.ie Origination by: Rooney Media Graphics

Printed by: W&G Baird

Reproduction without written permission is strictly prohibited.

business were top of the bill at SHOP 2012.

On The Vine

40 Jean Smullen looks at the wines to watch from the Old World big hitters of Spain, Portugal and Italy.

Regulars & Reports

10 Industry News 26 Frozen Foods 36 OTC Medicines & Vitamins 38 Home Baking 42 Drinks News 45 Market News 46 Shelf Life

4|Retail News|October 2012|www.retailnews.ie

News

Government Must Deliver Sentiment in Budget RETAIL representatives and grocery groups are demanding improved Government communication for consumers in the run up to Budget 2013. David Fitzsimons, CEO of Retail Excellence Ireland, described it as “clear, concise decision making, and communication with authority.

Instead of this kite-flying and speculation that is so pervasive.

Heads down, decision made, heads up. No rolling back.”

David Fitzsimons, CEO of Retail Excellence Ireland.

Stagnant consumer sentiment was cited as a barrier to economic growth by almost all the retail groups Retail News spoke to. Although the retail index rose 0.4% in August, according to CSO figures, consumer sentiment plummeted in September.

This is largely due to mixed messages from the Government, said retail groups.

“September has been a rough month for retail,” said Frank Gleeson, Chairman at Retail Ireland and Retail Director at Topaz. “It’s primarily due to consumer sentiment and spending. We had a short window where people were reasonably happy. They’re very apprehensive about the Budget.

People aren’t spending at the moment. The profitability of the industry has been undermined by the drop in volume, based on consumer activity.”

Vincent Jennings, CEO of the Convenience Stores & Newsagents Association

(CSNA), said that what happens in advance of the Budget impacts the grocery trade. “People are locking away their money now,” Jennings told us. “At the moment, it’s so depressed. There has to be serious thinking about where savings are going to be made.”

Tara Buckley, RGDATA Director General, urged the Minister for Finance, Michael Noonan TD, to inspire consumer confidence in the Budget.

“In particular, he should not introduce measures that add to the cost of employment,” she explained. “Retailers are already seeing nervousness around the Budget. Consumers are worried and concerned.

We’re saying, ‘Don’t do things that dampen the local economy and dampen people spending’.”

What kind of mixed messages are the Government broadcasting? Fitzsimons cites a recent example, when Minister Noonan talked about potential costs of the property tax, leading to media speculation that the tax could cost anything from €300 to €3,000 per house.

“He let that kite fly out there and let the media, and other members of the Oireachtas, speculate,” said Fitzsimons. “That’s not good for sentiment. What he should have done is shut up; keep his head down. When the full, final decision is made, make an announcement as early as possible, thus giving people time to adjust to the decision.”

Tara Buckley, RGDATA Director General.

Kieran Tobin, Chairman of the Drinks Industry Group of Ireland.

Different areas of the retail sector have wish lists for the upcoming Budget. Kieran Tobin, Chairman of the Drinks Industry Group of Ireland (DIGI), cites the continuing decline in the domestic drinks industry in 2012. While the on trade has been badly affected, DIGI also expresses concern for independent off-licences, which are losing market share to the multiples. Once again, the cause in crisis is due to consumer confidence, says Tobin.

Ireland has one of the highest alcohol excise taxes in the EU. Ideally, the Government should consider cutting this to encourage tourism, particularly in light of next year’s Gathering event, designed to attract tourists across the world, note DIGI. After all, the Government cut the rate on some tourist activities from 30% to 9%.

Tobin admitted this is wishful thinking for the drinks industry. “In the current climate, is a reduction realistic?

It’s not,” he said. “We’ve asked the Government not to increase excise. Excise is written up as a target for this year. We find that concerning. It can only do damage.”

Costs of business are a continuing burden for retailers, said Chris Martin, CEO of Musgrave Group. Martin called for “no further increases in VAT or excise duties”. Gleeson echoed this sentiment, and added that there should be no duty increase on tobacco or fuel.

There was a hope that the Minister will not push more sick pay costs onto employers as part of Budget 2013. Such a move may result in a loss of jobs, said Buckley. “At the moment, we’re trying to retain the jobs we have,” noted the RGDATA Director General.

“Anything they do that adds to the cost of employment will have an impact on the number of jobs we can keep people in.”

The black markets in both tobacco and fuel are still an ongoing concern. “Serious measures need to be taken to tackle the shadow economy that is estimated to be costing close to €1 billion per annum in lost revenue to the Exchequer,” said Martin. Buckley and Gleeson spoke about a tipping point in lost revenue to the exchequer

Chris Martin, CEO of Musgrave Group. and retail from smuggling.

Jennings, meanwhile, rejected a call from anti-smoking lobbyists for the Government to increase its tax take on a packet of cigarettes to about 90%.

Jennings explained: “If you move it to 90%, where’s our margin going to come from? It evaporates into thin air because we don’t have the right to set the price. It’s set for us.”

Jennings also illustrated the loss to retail and revenue from Duty Free. A recent revenue survey revealed that 23% of cigarettes smoked in Ireland

www.retailnews.ie|October 2012|Retail News|5

News

on Consumer

Vincent Jennings, CEO, CSNA.

are sourced outside Ireland.

15% of these are smuggled; the other 8% is cross-border purchases. The latter purchases represent 440m cigarettes. This suggests that many people are importing well over the 800 per person limit.

“How well policed and regulated, managed and monitored, are the assurances that people are only bringing in the legitimate amount? I have anecdotal and real evidence of people going abroad and bringing back a lot more than 800 cigarettes and practically financing their trip from sale

of the product. That’s not what Duty Free is about,” said Jennings.

Despite low consumer confidence, retail representatives we spoke to believed the market is in a better position than a year ago.

Ireland is due to leave recession at the end of the third quarter, 2013. There’s even a spike in housing prices in good locations in Dublin, which may in turn inspire consumer spending.

The only way from here is up, said Fitzsimons: “We’re at the bottom of the barrel; we can’t go any further down!”

Frank Gleeson, Chairman at Retail Ireland and Retail Director at Topaz.

Aldi Records Record Share Growth THE latest supermarket share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending September 30, 2012, show that Aldi has posted market share growth of almost 30% – an all-time record for the retailer.

“Aldi has been the star performer for a number of years and this is reflected in its 29.8% growth rate,” enthuses David Berry, Commercial Director at Kantar Worldpanel.

“Its strong performance is down to a solid combination of new store openings, a strong advertising campaign and a consistent evolution of the goods on offer in-store.

All of this means that Aldi has firmly

established its position as the number five retailer in Ireland with a 6% share of the market and is now closing the gap on Lidl.”

Tesco and SuperValu have both outperformed the market and are beginning to gain some momentum, both achieving higher growth rates than last month.

Tesco’s share is up to 28.6%, up 0.8% from this time last year, while SuperValu is up from 19.4% to 19.7%. Lidl, meanwhile, has seen a moderate growth of 0.1 percentage points to 6.6%, although its 1% growth rate is the lowest it has posted this year.

Shoppers are continuing to keep close control over their spending, an austerity

trend which has led to the value of the Irish grocery market falling by 0.5%. This is despite a slight increase in the Kantar Worldpanel inflation measure to 2.6%.

This trend is further demonstrated by consumers choosing to shop more often for fewer items.

“While the grocery market as a whole remains subdued, there are still some areas that are performing well,” Berry continues.

“Sales of alcohol at the grocers have grown by 8% this quarter, showing that staying in and having a drink is an increasingly popular choice for those of us who are on a Budget.”

MARKET SHARE - TOTAL GROCERY Includes expenditure across Food, Beverages, Alcohol, Household and Health & Beauty categories 12 Weeks to 02 Oct 2011 % *

12 Weeks to 30 Sep 2012 % *

% Growth/Decline

Total Outlets

100.0%

100.0%

-0.5%

Total Multiples

87.2%

87.9%

0.3%

Tesco

27.8%

28.6%

2.5%

Dunnes

23.3%

21.6%

-7.8%

SuperValu

19.4%

19.7%

1.0%

Superquinn

5.7%

5.5%

-4.3%

11.1%

12.6%

12.9%

Aldi

4.6%

6.0%

29.8%

Lidl

6.5%

6.6%

1.0%

12.8%

12.1%

-5.9%

Total Discounters

Other Outlets

*= Percentage Share of Total Grocery **= Other Outlets includes stores such as M&S, Boots, Spar, Centra, Greengrocers, Butchers and Cross Border Shops

6|Retail News|October 2012|www.retailnews.ie

News

Londis Launch Phase II of Centralised Chill Programme ADM Londis unveiled Phase II of their Centralised Chill Distribution programme at the Group’s National Retailer Conference in Killarney recently. The Group also revealed the significant impact of their Centralised Chilled Distribution facility to date across the network of Londis retailers nationwide. Over 90% of retailers have reported widespread satisfaction with the facility, which has delivered average price savings of over 6% and increased margin to their businesses.

The evolution of Centralised Chill for Londis retailers has considerably enhanced their ability to compete across the key chilled, deli, meats and cakes categories. Facilitated by the development of Londis’ bespoke web based ordering platform iSIS, which provides live information on product sales, stock levels and best sellers, Londis Centralised Chill has signalled a competitive step-change for the Group.

Suppliers to Londis have also welcomed Centralised Chill distribution, with the Group reporting that turnover of participating suppliers has increased on average by 60% as a result of the nationwide distribution network now provided through Londis.

“Since Londis launched its Centralised Chill facility I have experienced significant savings in terms of price reductions and operational efficiencies,” said Londis retailer, John Shiel. “We have more products on promotion than ever before and my consumers have commented on the value we are delivering. Furthermore, Centralised Chill means that I have much greater control over the offering which means we’re experiencing less waste, which is crucial to my chilled margin.”

Building on this success, the Group has now announced the roll out of Phase II. This evolution of the Group’s Centralised Chill offering will bring more market leading brands on-line, with a corresponding reduction in supplier

Pictured at the National Retailer Conference in Killarney were MC Miriam O’Callaghan, Stephen O’Riordan, CEO, ADM Londis, and guest speaker Niall Quinn. deliveries on the shop floor, leading to even greater operational savings for retailers.

With the addition of over 400 product lines as part of Phase II, the Chilled offering from Londis will grow to approximately 1,200 products. Such is the breadth of the range that most leading dairy-wall brands are now available to Londis retailers through the centralised chill facility.

Phase II will also result in the availability of Nisa Today’s chilled private label range to the full Londis estate on a weekly basis. Coupled with the immense growth of the Londis own brand range, which has more than doubled since the advent of Centralised Chill, Londis retailers are well placed to respond to the greater consumer demand for private label. Furthermore, as we move towards the crucial festive trading season, Londis

retailers will be guaranteed a consistent level of festive stock, including turkeys, hams, fish, puddings, fruit and veg, which will now be delivered via the Chilled facility, avoiding any seasonal supply issues.

“The immediate impact of the Centralised Chilled Distribution programme has been felt right across our estate of Londis retailers,” concluded Londis CEO, Stephen O’Riordan. “As a Group owned by retailers for retailers, our priority is ensuring that savings generated are passed on to our retail members. As a result, Londis retailers are in a new place competitively and Londis consumers are enjoying a vibrant in-store offering, broader ranges and lower prices, which, given the continued pressures on household purses, will be welcomed.”

www.retailnews.ie|October 2012|Retail News|7

News

Irish Suppliers to Benefit from SuperValu €80m Own Brand Expansion SUPERVALU has announced contracts worth in excess of €80m with 104 Irish suppliers for 2012 as part of the continued rollout of its Own Brand range. The contracts with 104 suppliers are an indication of the success of SuperValu’s Own Brand range, which was launched last February and is experiencing significant year-on-year growth. Key contracts awarded include: • Clada Minerals, the sole bottling company in the West of Ireland, based in Galway, are expected to generate over €540,000 in still water sales; • Ireland’s largest dedicated free range egg supplier, Clonarn Clover, will benefit from approximately €6.8m in sales; • Arthur Mallon Foods, the speciality sausage maker, are expected to sell €149,000 worth of sausages; • Silver Pail, Ireland’s largest manufacturer of ice

cream, will benefit from over €550,000 in sales of luxury ice cream.

Other companies who have benefited from the contracts include Avondale Foods, Bandon Vale Cheese, Donegal Creameries, Swift Fine Foods, Gem Pack Foods, Irish Cheese Direct, Irish Yoghurts, North Cork Coop, Riverview Eggs, and Rye Foods.

“Shoppers want to buy Irish whenever possible and our Irish sourcing policy helps to ensure the continued success of the indigenous food industry,” said Martin Kelleher, Managing Director of SuperValu. “The more shoppers spend with SuperValu, the more money goes back into the Irish economy, as illustrated by this announcement, helping to sustain jobs and creating a virtuous circle of economic activity.”

Commenting on the announcement, An Taoiseach Enda Kenny TD, said: “Ireland has a strong reputation for delivering high quality locally

An Taoiseach, Enda Kenny TD is pictured at the SuperValu tent at the National Ploughing Championships, with Martin Kelleher, SuperValu MD, and SuperValu celebrity chef, Kevin Dundon. sourced produce. We have some of the finest food producers in the world and I welcome the announcement by SuperValu

Cheese Exempt from Ad Rules THE decision by the Broadcasting Authority of Ireland that cheese will be exempt from their proposed new advertising rules, the Children’s Commercial Communications Code, and can continue to be advertised to children in broadcast media has been broadly welcomed. Minister for Agriculture, Food and the Marine, Simon Coveney TD said that he was “delighted that common sense has prevailed”, and he hoped that the new code of practice could make a genuine contribution to tackling obesity among children.

The decision was also welcomed by the National Dairy Council, the Association of Advertisers in Ireland and the Irish Dairy Industries Association (IDIA), although the latter group feel the move does not go far enough. “The cheese exemption is welcome, but the requirement for an on-screen message indicating a recommended maximum consumption limit sends mixed signals to consumers, given that the authority recognises its nutritional benefits,” said IDIA Director Michael Barry. “Advice on daily consumption of food products is clearly indicated on the packaging in the form of Guideline Daily Amounts (GDAs). There is no need for further messages, which will only cause confusion.”

of its continued commitment to Irish producers. You are supporting jobs in the Irish economy and I congratulate you.”

SuperValu also revealed the findings of a report by David McWilliams’ Economic Clinic, which revealed the contribution of SuperValu store owners investment in local communities. Key findings from the report included the fact that in 2011, SuperValu stores, in addition to the €1.6bn worth of Irish goods bought centrally, choose to also work directly with local suppliers and they spent a further €75m on products sourced from suppliers within their own local communities.

The annual combined payroll of SuperValu stores adds up to over €213m.

8|Retail News|October 2012|www.retailnews.ie

News

Minister Sounds Optimistic Note on Repak License Renewal MINISTER for the Environment, Community and Local Government, Phil Hogan TD has sounded an optimistic note on the topic of Repak’s Licence Renewal Application, giving a clear indication that Repak’s licence will be renewed in the near future.

“Repak’s application for re-approval is now at an advanced stage and I expect that the matter will be brought to a satisfactory conclusion in the coming weeks,” said Minister Hogan. “My Department and I look forward to continuing our excellent working relationship with Repak over the next five years.”

The Minister was speaking at the Repak Recycling Awards 2012, where Ryan’s SuperValu in Glanmire, Co. Cork, lifted the Award for Best Practice in Retail for Independent Retailers.

Runners-up were O’Leary’s Centra Supermarket, Tower, Blarney, Co. Cork, and McInerney’s SuperValu, Loughrea, Co. Galway. The Best Member Award was won by arvato Hightech EMEA, while Odlums were runners-up, for reduced their shrinkwrap usage and gauge of material, leading to an overall plastic saving of 17 tonnes per annum.

Dr Andrew Hetherington, Repak CEO, is pictured with Minister for the Environment, Community and Local Government, Phil Hogan TD, and Seamus McGovern of Ryan’s SuperValu Glanmire, Cork, winner of the Repak Best Practice Award 2012 - Independent Retailer.

Customer Service Celebrated at Costcutter Awards

Tom and Mary Liddy, owners of Costcutter Roslevan, Ennis, Co. Clare, are pictured receiving the Costcutter Supermarket Store of the Year and the Best in Outstanding Customer Service Awards from Jim Barry, MD, Barry Group.

OUTSTANDING customer care and service was at the forefront of the annual Costcutter Store of the Year Awards, held recently.The big winner on the night was Costcutter Roslevan in Ennis, Co Clare, owned by Tom and Mary Liddy, who were delighted to win the prestigious Supermarket Store of the Year award for the third year running, along with this year’s award for Best in Outstanding Customer Service.

There were 10 categories in this year’s awards, with Forecourt of the Year a new category for 2012, which was won by Costcutter Amber Fermoy, Co Cork. This year’s competition also saw the

introduction of a secret shopper audit that focused on the customer experience. The top 36 scoring stores qualified to participate in the final audit, which covered all aspects of running a store.

Jim Barry, Managing Director, Barry Group said that the positive attitude embodied by all this year’s winners and finalists helps them to “provide a vital service to their community at an exceptionally high standard.

It is a tribute to their management and staff that even in the current climate, they have continued to improve their standards of service and customer care.”

Musgrave MarketPlace Opens in Waterford MUSGRAVE Wholesale Partners have officially opened their new MarketPlace cash & carry outlet at a new site on Kilbarry Road, Co. Waterford. €2m has been invested in the new outlet, bringing Musgrave’s total investment in its MarketPlace network to €10m to date, with an additional €3m to be invested in branch revamps over the next three years.

The new 56,000 square feet outlet employs 70 staff, making it the largest cash & carry in the south-east of Ireland, with over 15,000 products in stock. The state-of-theart premises will also offer customers a new on-line ordering service, the first of its kind in Ireland, which will launch at the end of the month.

“Our latest investment in the MarketPlace network is a vote of confidence in Waterford, the brand, our team here on the ground, and our customers both locally and across the region,” said Musgrave MarketPlace Managing Director, Noel Keeley. “We now have a Marketplace cash & carry that really showcases our brand essence of ‘first for value, first for choice and first for service’. Ensuring we offer our customers the best in value, the widest, most appropriate ranges and unparalleled customer service.”

Celebrity Chef Derry Clarke and Waterford All Star Hurler John Mullane are pictured at the opening of Musgrave MarketPlace in Waterford.

www.retailnews.ie|October 2012|Retail News|9

News

Heineken Ireland Soars Ahead on Sustainability HEINEKEN Ireland recently published its 2011 sustainability report, which summarises delivery and overall progress on its sustainability strategy ‘Brewing a Better Future’.

The sustainability report outlines how the company is progressing in the environmental, economic and social dimensions of its work, illustrated by a number of key case studies, built around three strategic imperatives: • To continuously improve the environmental impact of Heineken’s brands and business; • To empower the company’s people and the communities in which it operates; • To positively impact the role of beer in society.

“The ‘Brewing a Better

‘Brewing a Better Future’, the 2011 sustainability report from Heineken Ireland.

Future’ initiative is our road map to becoming the greenest brewer in Ireland, as we strive to be as efficient as possible in our use of natural resources in minimising our environmental impact,” explains Declan Farmer, Corporate Relations Manager, Heineken Ireland.

“We have ambitious targets, associated with a range of programs for the next 10 years, in managing our carbon footprint from barley to bar.”

A summary of progress points from the 2011 Sustainablity Report includes; • A key initiative in 2011 resulted in Heineken Ireland establishing a benchmark as to the total emission of greenhouse gases utilised in the life cycle of beer production, thus allowing them to make improvement plans in areas where it matters most.

• Continuous improvement programs delivering on reducing thicknesses of packaging, material substitution and reusing materials have all resulted in lower impact packaging.

The company continues to benefit from its lightweight Heineken bottle, now 15% lighter than that of its predecessors, which has resulted in a restructuring of load sizes and reduction in container shipments and a significantly lower distribution related carbon footprint.

• Heineken Ireland continuously engage with their own personnel, distributors and retailers to encourage reuse and recycling is part of an ongoing program within the company to being a 100% recycling operation • Energy conservation is an integral part of the brewer’s sustainablity agenda. Recent innovations have resulted in Heineken Ireland introducing new refrigeration units into the marketplace, capable of delivering energy reductions of up to 35% for retailers, which have proved a great success.

• Heineken Ireland employees volunteered in excess of 2,000 hours on local Simon community project work in their respective communities throughout Ireland in 2011. The promotion of employee volunteerism

Pictured at the launch of Heineken Ireland’s sustainability report, ‘Building A Better Future’ are (l-r): Declan Farmer, Corporate Relations Manager, Heineken Ireland; David Forde, MD, Heineken Ireland; Lord Mayor of Cork, Cllr John Buttimer; and Vera Zandbergen, Manager, Global Sustainabale Development, Heineken NV. has no doubt provided the company’s employees with opportunities to put their skill and expertise into something they were passionate about • Focus on its commitment for responsible advertising and to encourage responsible consumption has resulted in the launch of an innovative campaign namely, ‘Sunrise belongs to moderate drinkers’. The campaign was seen by approximately 2.5m adult consumers across the globe via Heineken’s YouTube channel, Face book fan page and Heineken.com and takes a progressive stance by showing that drinking responsibly is asp rational.

• Nearly 750 farm households continue to benefit from Heineken’s sourcing of all its malt requirements locally, injecting over €4m into the agricultural economy. The brewery also supports local suppliers and services, spending €100m in the local economy, supporting nearly 1,000 local suppliers.

“Creating a viable and a

reliable local supply chain is essential to the sustainability of all businesses,” stresses Declan Farmer. “A strategic focus remains in our company to support local suppliers and farmers, which in turn generates jobs and has a positive economic impact on local communities.”

The above are just some examples of progress being made by Heineken in its quest to be the greenest brewer in Ireland. The brewery, which is one of the most water efficient breweries within the global Heineken group, also remains on target to achieve its shortterm water and energy targets.

It is certainly an impressive commitment to a comprehensive and integrated strategy for creating a more sustainable company for the future.

“Ultimately to realise our vision of a more sustainable society, we are committed to making positive and long term investments in people, communities and the environment,” summarises Declan Farmer, “to deliver on our promise of ’Brewing a Better Future ‘ for everyone.”

For more information, see: www.heinekeninternational. com/sustainability.

10|Retail News|October 2012|www.retailnews.ie

Industry News

Heineken V-Day Success SEPTEMBER 28, 2012, was declared National Volunteer Day (V-Day) in Heineken Ireland, with all employees throughout the 32 counties embarking on a company-wide volunteerism initiative in support of the Simon Community. With the company shutting down its whole operations for the day at 1pm, work stopped and the volunteering began.

What followed was a holistic employee volunteering effort, with employees taking part in such activities as fund-raising, home improvement, gardening, catering, and spending quality time with service users of Simon, even a running a farmers ’ market within the

Declan Farmer, Corporate Relations Manager, Heineken Ireland.

Brewery grounds. By the end of the day, Heineken employees had logged up in excess of 2,000 hours on local Simon community project work in their respective communities throughout Ireland. Significant amounts were raised/ donated to the Simon Community to help the homeless and those most affected by alcohol abuse in Irish society.

“Employee volunteerism is an integral part of our sustainability ‘Brewing a Better Future’ program,” said Declan Farmer, Corporate Relations Manager, Heineken. “Activities such as V-Day are testament to that commitment to supporting local communities, whilst at the same time, providing our employees with an opportunity to put their passion, talent, and expertise to work by helping organisations and causes they believe in.”

The Lord Mayor of Cork, Cllr John Buttimer, congratulated the employees of Heineken Ireland for the National Volunteer Day initiative “The volunteer work undertaken is unseen and unheralded but it makes a significant difference to the individuals who receive the support, to the community and not least to the individuals who volunteer themselves. The employees of Heineken Ireland,

Heineken Ireland’s Simon O’Brien is pictured bag-packing for Simon at SuperValu Churchtown in Dublin. through their voluntary work and active engagement, are creating the community and city that they want to live in. They are real role models who use their skills, talents and interests to help improve the quality of life of individuals who need support and enhance the fabric of their local community and city. The

benefit of programmes like V-Day cannot be measured in simple monetary terms but in other intangible ways that have a much longer lasting legacy.”

Dermot Cavanaugh, CEO Cork Simon, described V-Day as “an incredible contribution to make in helping to tackle homelessness”.

Tralee Shoppers Score with SPAR TWO stores in Tralee became the first SPAR stores in Ireland to begin offering customers a brand new rewards programme, ‘My SPAR Rewards Club’. Customers of Louis Byrne’s stores in Oak Park and Moyvalley, who sign up to the Rewards Club, will pay less on certain products as part of a dualpricing rewards system, the first of its kind in Ireland.

The launch took place in both stores and also at the IT Tralee student market day, highlighting the lack of age restrictions associated with the innovative programme. “With ‘My SPAR Rewards Club’, there will be no points, no paper and no waiting. We wanted our rewards programme to reflect our convenience model so shoppers will start benefiting the minute they join up,” said Malachy Hanberry, Sales & Retail Advisory Services Director, BWG Foods, who is pictured (right) with store owner and Retailer Chair of the SPAR Council, Louis Byrne, Miriam Condon, Cork, Paul Meaney, Cork, Hannah McDonnell, Kildare, and Siobhan McDonogh, Consumer Rewards Programme Manager.

www.retailnews.ie|October 2012|Retail News |11

Industry News Joyville Campaign Hits the Streets LAST month saw the Irish launch of the new Cadbury global brand platform called Joyville. Positioned as a mythical place that lives in the imagination of chocolate lovers around the world, Joyville is a magical place where Cadbury Chocolate is made and delivered by purple vehicles of all shapes and sizes. The Irish launch campaign for Joyville is the largest campaign for Cadbury Dairy Milk in 2012. The campaign will be supported by a €1.5m integrated marketing campaign, including TV, outdoor, cinema, radio, in-store, PR, experiential and digital channels. Joyville is also being brought to life across Ireland, with a fleet of Joyville vehicles and ‘Joyvillians’ travelling around the country, surprising members of the public and spreading some Cadbury joy with delicious Cadbury Dairy Milk. The Joyvillians are pictured on Dublin’s Ha’Penny Bridge.

Michael Barry Named Mexican Honorary Consul MICHAEL Barry, MD of Barry & Fitzwilliam, has been installed as Honorary Consul of Mexico by the Ambassador, HE Ambassador Carlos Garcia de Alba, acting on behalf of the Mexican government.

Barry & Fitzwilliam is Ireland’s largest independent drinks distributor, and numbers iconic Mexican beers, Corona Extra and Corona Light, amongst its portfolio. Michael Barry is pictured at the ceremony with his wife, Kathleen, and the Mexican Ambassador.

Úna’s Pies Named Grand Champion CORK based food entrepreneur, Úna Martin, was named Grand Champion at the Blas na hÉireann Awards for her Chicken, Leek and Cheese Pie. Sponsored by Bord Bia, the Grand Champion award is considered to be the highest honour for Irish food producers. Úna’s Pies also scooped all three prizes in the ‘Pies and Quiches’ category at the Blas na hEireann Awards for the second year running.

The food business also received a special ‘Best in Farmers’ Markets 2012’ accolade. In operation since 2008, the Blas na hÉireann Awards recognise the ‘cream of the crop’ in terms of Irish food production.

Energise Sport Fuels Munster Rugby ENERGISE Sport have announced their sponsorship of Munster Rugby, as the Official Sports Drink for the 2012/13 season. Fuelling the performance and passion of Munster Rugby, the sponsorship includes the exclusive supply of Energise Sport to the players for their training and match-day needs. According to Sian Young, Senior Brand & Activation Manager, Ballygowan Energise, “This sponsorship of Munster Rugby is a great step forward for Energise Sport and we look forward to building on the existing relationship between Britvic and Munster Rugby. Energise Sport is all about fuelling performance and passion and we are delighted to partner with Munster Rugby, who embody these traits through sport.”

Munster players Donnacha Ryan, Niall Ronan and Denis Hurley are pictured at the announcement of the sponsorship during a team training session in UL.

Carton Brothers Claim Top Prize CARTON Brothers from Shercock in Cavan scooped the National Q Mark award for ‘Best Hygiene and Food Safety Standards in the Country’, in the category of Meat, Poultry, Dairy & Fish. One of the oldest family-run companies in Ireland, dating back to 1775, Carton Brothers have been finalists in the awards on many occasions. “Carton Brothers were a National Title Winner in 2008 and the company without doubt live the belief that excellence is about constant improvement and constant change,” said Managing Director of The National Q Mark, Irene Collins. The 2012 National Q Mark Awards had two overall National Q Mark title winners on the night: Joseph Brennan Bakeries, who won the award for Best Quality Management System in the country and Keane’s Supervalu store in Kilorglin in County Kerry, who won the top award for Hygiene and Food Safety in Ireland (see story on Page 12). Pictured are (l-r): Irene Collins, MD of The National Q Mark, with the winning team from Carton Bros: Lynn Farrelly, Hayley Keenan, Joyce Johnston, and Justin Carton.

12|Retail News|October 2012|www.retailnews.ie

National Quality and Excellence Awards

and

Score on Quality SUPERVALU and Centra proved once again that they are top of the ‘Q’ when it comes to their quality, excellence and hygiene credentials, having swept the board at the National Quality and Excellence Awards, held in Dublin recently.

Keane’s SuperValu, Killorglin, Co. Kerry, was announced the overall winner of the National Q Mark Award, beating off stiff competition from 110 other finalists on the evening. The Killorglin store won the Q Mark Award for its excellent standards in hygiene and food safety, in addition to receiving the Emerald award in the supermarket category.

It was a celebratory night for the business, with SuperValu and Centra picking up six of the top awards. As well as Keane’s taking the National Q Mark Award, the other winners included: Ryan’s Centra, Ennis: Emerald, Convenience Category Courtney’s Centra, East Wall: Sapphire, Convenience Category Lanney’s SuperValu, Ardee: Sapphire, Supermarket Category Clarke’s Centra, Dundalk: Sapphire, Forecourt Category Musgrave Retail Partners Ireland also celebrated as it received the quality award for its distribution centre in Kilcock.

Phil Hogan, Minister for Environment, Community and Local Government presented the National Q Mark Award for excellence in hygiene and food safety to store owner Peter Keane and food safety champion, Anne O’Sullivan, Keane’s SuperValu, Killorglin at the Excellence Ireland Quality Awards. Also pictured are Irene Collins, Managing Director, EIQA (left) and Jim Reeves, Customer Service Director, Unilever (right).

excellence standards across the business, and at the same time acknowledging the dedication of stores to go above and beyond to stay at the top of their game.”

Great Achievement

Commenting on the awards, Martin Kelleher, Managing Director, Musgrave Retail Partners Ireland said it was a great achievement for both SuperValu and Centra stores to top all categories and win these awards,

amid stiff competition from other supermarket and symbol groups across the country.

“We are delighted that our stores are recognised for being ‘best in class’,” Kelleher enthused. “These awards demonstrate the quality standards that are core to our brands and maintained by our retailers. SuperValu and Centra stores consistently push out the boundaries of excellence and are committed to meeting and exceeding the highest standards in retailing.”

Raising the Bar

The prestigious awards are hosted and audited by the Excellence Ireland Quality Association (EIQA) and recognise the tremendous work carried out on a daily basis by stores, to continuously raise the bar in all aspects of food safety and hygiene. The awards symbolise a commitment to excellence, which brings rewards for both businesses and consumers.

“This is not just a great win for the team at Keane’s SuperValu but also a great win for the Killorglin community,” noted Irene Collins, MD, EIQA. “Winning a Q Mark, Emerald or Sapphire award provides confidence to consumers that stores are adhering to the highest levels of quality and

Irene Collins, Managing Director, EIQA, is pictured presenting the Emerald Award (Convenience Category) to Kay and Paul Ryan, Ryan’s Centra, Ennis.

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14|Retail News|October 2012|www.retailnews.ie

Londis Conference 2012

Londis:

More Chilled

than Ever

This year’s Londis Annual Conference focused on ‘The Next Chapter’ in the Group’s evolution, and the message, from guest speakers and Group alike, was uniformly positive.

Former Irish international and Sunderland FC Chairman, Niall Quinn and Stephen O’Riordan, CEO, ADM Londis, are pictured sharing a joke with Miriam O’Callaghan at the ADM Londis National Retailer Conference in Killarney.

LAST year’s Londis Annual Conference certainly set a precedent in terms of delegate expectations when the Group unveiled its impressive eRetailing strategy, so not surprisingly, there was a certain expectation as retailers gathered in Killarney earlier this month for the 2012 Londis Annual Conference.

Attracting over 300 guests, the theme of this year’s conference was ‘Londis, The Next Chapter’: the tone was very much one of positivity and with good cause. In June of this year, the Group launched its Centralised Chilled Distribution offering to Londis retailers and announced during the morning’s conference that this had led to average retailer savings of 6%, an excellent result for the Group and its retailers.

Opening this year’s Conference, Londis Chief Executive, Stephen O’Riordan welcomed delegates and provided some context around this year’s theme. Reflecting a step-change in how Londis retailers can compete, O’Riordan highlighted many recent investments by the Group, the benefits

of which must now be harnessed by Londis retailers. With the launch of Phase II of the Group’s Centralised Chilled facility announced on the day, it was highlighted as key to bringing about a dramatic change in the power of Londis retailers to compete in today’s market.

O’Riordan also referenced the Group’s market leading intelligent ordering platform, iSIS, which has yielded huge efficiencies across the board, ensuring a finely tuned product offer, minimum waste and lower costs for Londis retailers. Indeed, it was iSIS which delivered the platform from which the Group could launch their Centralised Chilled Distribution facility earlier this year.

Referencing the Group’s unique ‘owned by retailers for retailers’ ethos during his opening address, O’Riordan reiterated the commitment of Londis to its retailers and stressed that the success of Chilled Distribution, in particular, was bought about by a journey jointly undertaken by Londis and its retailers. He specifically noted the support shown to the project

by every Londis retailer, which he emphasised has very positive implications for the value the Group can now deliver.

Highlighting the average 6% additional savings that Londis retailers now enjoy across the Group’s Centralised Chilled offering, O’Riordan reiterated that the priority is to ensure that savings generated are passed on to Londis retailers. Before welcoming MC for the morning, Miriam O’Callaghan to the stage, O’Riordan expressed his confidence in a bright future for Londis and its retailers.

Impressive Speaker Line-Up The event featured an impressive line-up of speakers. First up, Dr Melrona Kirrane, Academic Director with Dublin City University Business School, provided a very interesting look into the mind of the consumer, exploring why they behave as they do and understanding purchasing patterns.

In her engaging presentation, Dr Kirrane used numerous real life examples to illustrate her points,

www.retailnews.ie|October 2012|Retail News|15

Londis Conference 2012 offering tips on how elements like store layout and promotions affect consumer behaviour. She also went on to explain the importance of knowing your consumer, dividing customers into four different segments which we see during a recession: 1) Slam on the brakes, 2) Pained but Patient, 3) Comfortably well-off and 4) Live for the day. Dr Kirrane delved quite deep into the motivations of each of these segments and offered some guidance on how retailers can best serve them.

Perhaps unsurprisingly, a quick survey of the room showed that retailers felt that the first two segments were the most prevalent in their stores. Kirrane finished Maura and Ray Keating, owners of Keating’s Londis Plus, Cobh, Co. Cork, are pictured receiving the Overall Londis Store of the Year Award from Stephen O’Riordan, CEO, Londis (left) Leo Jones, Regional Development Manager for Londis, and event MC, Marty Whelan. Keating’s Londis Plus, Cobh were the proud recipient of three awards on the night, including the Londis Supermarket Store of the Year Award.

The Next Chapter

Dr Melrona Kirrane, Academic Director with Dublin City University Business School.

by reminding delegates about the basic principles of dealing with the consumer, including rewarding loyalty, ensuring your brand is visible and most importantly, knowing your customer.

Londis Head of Trading, Kieran O’Farrell was next up with a look at where the Group had come from and what was the ‘Next Chapter’ for Londis retailers. In particular, O’Farrell highlighted the huge success of the launch of the Centralised Chilled Distribution facility, pointing to a recent survey which showed that over 90% of retailers had reported widespread satisfaction with the facility, which has delivered average price savings of over 6% and increased margin.

O’Farrell also referenced the Group’s strategic partnerships with Irish and international suppliers, which have allowed the Group to expand its offering, all the while

balancing the quest for value with the requirement to deliver a sustainable margin to Londis retailers.

Londis Head of Trading, Kieran O’Farrell, explains the ‘Next Chapter’ for Londis retailers.

Pictured receiving the Overall Londis Convenience Store of the Year Award for Griffin’s Londis, Grafton Street, are Ger and Seamus Griffin, Griffin’s Londis Group, with Stephen O’Riordan, CEO, Londis (left) and MC Marty Whelan. Griffin’s Londis Group took home no less than 10 Awards for their portfolio of Londis stores.

Looking to the future, he explained that to continue achieving profitable growth, the Group will focus on five key areas, including Value, Range & Availability, In-store Experience, People & Local and Market Leading Technology support. Highlighting each of these areas in turn, O’Farrell showed how Londis and its retailers can excel using the significant investments in iSIS and Chilled as a catalyst for future success.

16|Retail News|October 2012|www.retailnews.ie

Londis Conference 2012 Award Winners Overall Store of the Year Keating’s Londis PLUS, Cobh, Co. Cork

Foodmarket Store of the Year Gillan’s Londis, Castleknock, Dublin 15

Supermarket Store of the Year Keating’s Londis PLUS, Cobh, Co. Cork

Convenience Store of the Year Griffin’s Londis, Grafton St, Dublin 2

Category Winners Off Licence of the Year: Burke’s Londis PLUS, Kinvara, Co. Galway Best Customer Service: Burke’s Londis PLUS, Kinvara, Co. Galway Best Fruit & Veg.: Gillan’s Londis PLUS, Summerhill, Co. Meath Food Safety: Gillan’s Londis PLUS, Summerhill, Co. Meath Food Safety: Canavan’s Londis, Inch, Co. Wexford Deli & Hot Food: Roche’s Londis, Doneraile, Co. Cork News & Magazines: Browne’s Londis, Kilcock, Co. Kildare

The Londis Trade Show was attended by 46 suppliers, offering significant savings across a wide variety of categories.

Focusing on the Positive

Customer Service Guru Alf Dunbar delivered his motivating presentation on how delegates should realise the difference they could make to

Gold Award Winners Sheehan’s Londis, Parkgate St, Dublin 8 Keating’s Londis PLUS, Cobh, Co. Cork Gillan’s Londis, Castleknock, Dublin 15 Londis Texoil, Monaghan Town Roche’s Londis, Doneraile, Co. Cork Burke’s Londis PLUS, Kinvara, Co. Galway Moriarty’s Londis, Ballyheigue, Co. Kerry Gillan’s Londis PLUS, Summerhill, Co. Meath Martin’s Londis, Enniscorthy, Co. Wexford Hanrahan’s Londis, Piercetown, Co. Wexford Griffin’s Londis, Grafton St, Dublin 2 Griffin’s Londis, College Green, Dublin 2 Griffin’s Londis, Fonthill, Dublin 22 Griffin’s Londis, New St, Dublin 8 Patterson’s Londis, Foxrock, Dublin 18 Kelly’s Londis, Milltown, Co. Kerry Hanrahan’s Londis, The Faythe, Co. Wexford Browne’s Londis, Kilcock, Co. Kildare Hyne’s Londis, Miltown Malbay, Co. Clare Hanley’s Londis PLUS, Castlebar, Co. Mayo Jan’s Londis, Ballyfermot, Dublin 10 Kearney’s Londis, Castletroy, Co. Limerick Timothy’s Londis PLUS, Abbeytown, Co. Roscommon Corrigan’s Londis, Oulart, Co. Wexford Byrne’s Londis, Aughrim, Co. Wicklow Flynn’s Londis, Gardiner St, Dublin 1 Dillon’s Londis, Fethard On Sea, Co. Wexford Doyle’s Londis, Gorey Service Station, Co. Wexford

Customer Service Guru Alf Dunbar delivered a motivating presentation to delegates.

their own business through a simple attitude change. Dunbar brought us through his own background from failing franchise owner in

Denmark to successful performance coach and author. Revealing how his first business with The Body Shop had just seven weeks to survive when he realised that things needed to change, he empathised with retailers and the difficulties and pressures they currently face. His impressive turnaround of that business and others like it is based on a programme he calls: “You (The Retailer) are the difference”, it illustrates how by focusing on positivity rather than negativity, businesses can reap the rewards.

With a presentation interspersed with real life examples, games and exercises, Dunbar demonstrated how through a number of simple tools, retailers can raise the service and, ultimately, the sales bar in their store and have a more positive day.

To reinforce the importance of good customer service, Dunbar revealed that a recent study had shown that 68% of customers who defect do so because of the way they were treated. He also went on to stress the importance of a smile and positive greetings. Finishing

Jonathan Gillan, owner of Gillan’s Londis, Castleknock (centre), is pictured receiving the Overall Londis Foodmarket Store of the Year Award from Stephen O’Riordan Londis CEO, and Marty Whelan.

www.retailnews.ie|October 2012|Retail News|17

Londis Conference 2012 with a short video explaining the lessons that we can learn from geese, he once again stressed the importance of teamwork in building a successful business.

Special Category Winners Roche’s Londis Doneraile took home the Deli and Hot Food Store of the Year accolade, in addition to the prestigious Gold Retailing Excellence Award. Pictured are (l-r): Stephen O’Riordan, CEO, Londis; Majella and John Roche, store owners, and MC Marty Whelan.

Working with the Right People

Finishing up the morning’s proceedings was former Irish International Footballer, ex-Chairman of Sunderland FC, and founder of Qsat, Niall Quinn. In what was an extremely thought-provoking 45-minute talk, Niall took the audience through his experience as a footballer in England, from his apprenticeship with Tony Adams and Paul Merson in Arsenal to Manchester City and finally on to Sunderland and his partnership with Kevin Phillips. Moving onto his life after his days as a footballer, Niall told a number of anecdotes which went down extremely well with the audience. In particular, Niall’s interactions with Roy Keane and Jack Charlton were extremely well received, as was his story of how he and the Drumaville Consortium he put together managed to secure ownership of Sunderland Football Club.

Giving an insightful behind the scenes look at the world of English Football, Niall rounded off the proceedings with an anecdote from his first post-retirement return to Ireland when he togged out for his local Junior B side but ended up warming the bench (if there had been one!) because he didn’t make Thursday night’s training session!

Aside from the humour of the proceedings, Niall had a number of clear messages for Londis Retailers, firstly he stressed the importance of working with the right people, including Kevin Phillips, Drumaville, Roy Keane and even now in QSat, where he relies on people with a far deeper knowledge of the broadband market. He also pointed out the importance of knowing your customers and working with them from the grassroots, up as he did when he first became Sunderland Chairman. Finally, he reinforced the need to be positive and the importance of using that positivity to influence those around you to get what you need.

A quick Q & A reinforced the need for positivity both from retailers and media, before Kieran O’Farrell officially opened the trade show with its 46 suppliers and dedicated area showcasing the range and benefits of Centralised Chilled Distribution.

Catherine and Martin Canavan, owners of Canavan’s Londis, Inch, together with store manager, Caroline Doyle, are pictured receiving the Food Safety of the Year Award from Stephen O’Riordan, CEO, Londis, and MC Marty Whelan.

Tommy Murphy, store manager, Burke’s Londis PLUS, Kinvara, is pictured receiving both the Off Licence and Customer Service of the Year Awards from Londis CEO, Stephen O’Riordan, and MC Marty Whelan.

Londis CEO, Stephen O’Riordan is pictured presenting Sheila Gillan, owner, Gillan’s Londis Plus, Summerhill, with the Food Safety of the Year Award and the Fruit & Veg Store of the Year Award. Also pictured is event MC Marty Whelan.

Crona and Sean Browne, owners of Browne’s Londis, Kilcock, are pictured lifting the News & Magazines Store of the Year accolade from Stephen O’Riordan, CEO, Londis, and Marty Whelan, event MC.

18|Retail News|October 2012|www.retailnews.ie

Retail News Interview Petra Ryan, Biscuits Brand Marketing, Kraft Foods, talks us through the brand’s strong performance in the biscuits category, including its impressive focus on NPD.

Kraft Takes the

Biscuit!

THE confectionery sector is a category in which Kraft Foods has proven itself to be very dynamic on the new product development front. In the last year alone, we have seen cross-category innovation in the shape of Choccy Philadelphia, as well as a host of new chocolate and sugar confectionery products, some of which are tailored to specific occasions, like Halloween.

According to Petra Ryan, Biscuits Brand Marketing, the same level of NPD is taking place in the biscuits category.

“Kraft Foods has been very dynamic with new product development within the biscuits category, with a number of new product launches over the past couple of years,” she says. “The biggest

of these launches would have been the launch of Belvita in 2010, creating a completely new sector, breakfast biscuits, within the biscuits category.

This launch has been supported since then with multiple new products launched into the market. In 2012 alone, there have been seven new launches, including new variants and new formats, such as the launch of Forrest Fruits and Museli at the start of 2012, and the recent launch of Belvita Strawberry and Live Yogurt Duo Crunch.”

Revolutionary Range

Belvita Breakfast is a revolutionary range of biscuits from Kraft Foods that has been specially designed

for breakfast. Belvita Breakfast biscuits are a tasty and convenient breakfast alternative, designed with busy mornings in mind. They are made with wholegrains, rich in cereals, a source of fibre, and contain a selection of important vitamins and minerals. When eaten as part of a balanced breakfast, the biscuits are scientifically proven to regularly release carbohydrates over four hours to keep consumers going all morning.

The Belvita range was one of the big launches for Kraft Foods in the biscuit category in recent years. How is it performing?

“Belvita is performing very strongly since its launch in 2010,” Petra notes.

“The brand is now worth €3.38m, and

www.retailnews.ie|October 2012|Retail News|19

Retail News Interview is the fastest growing brand within the healthy biscuits and cereal bar market, where Belvita now holds 6.8% value share (Source: Kantar Worldpanel online, MAT, June 2012). Both frequency and penetration continue to grow, illustrating the continued strengthening of the brand.”

International Powerhouse

Oreo is another massive brand that is part of the Kraft Foods portfolio. An international powerhouse, Oreo has taken time to gain resonance with Irish consumers. What marketing approach has Kraft put in place to boost sales?

“The Oreo brand has had a very successful year in the Irish market place,” Petra explains. “It is now worth €1.8m, and is currently growing strongly at 51.9% value growth yearon-year.”

While she describes Oreo as “the number one selling kids’ biscuits brand within the Irish market” (Source: Kantar Worldpanel online, MAT, June 2012), Petra notes that “in order to further grow the brand, the Oreo strategy is all about becoming a family favourite and increasing the brand relevance among the wider family and not just children.”

Reflecting this, Oreo advertising since the start of 2012 is focused on driving wider family appeal and future format development will also have this as a key objective.

“2012 has seen upweighted marketing support for the Oreo brand, with a new TV campaign and an experiential campaign developed to continue to drive brand awareness and to drive wider family appeal,” says Petra. “2013 will see further investment in the brand with new marketing communications, and new format launches in the Irish market.”

The last year has also seen NPD within the Oreo brand with the launch of Oreo Double Stuff. “Innovation is important within the category to aid category growth and drive frequency of purchase,” explains Petra.

Product Tie-Ins

Recent years have seen a lot of investment in biscuit products that tie-in with popular confectionery brands. Kraft Foods are no strangers to this. This month alone sees Kraft Foods launching Cadbury Dairy Milk Oreos, combining two hugely successful brands into one delicious product. “It is a combination of these two powerbrands and is a unique and playful small block, containing a creamy

“

With penetration of 99% for the biscuits category, it is all about getting shoppers to buy more.

filling with crunchy pieces of Oreo cookie, coated in Cadbury Dairy Milk chocolate,” Petra notes.

The new product comes at a time when Kraft Foods continues to drive growth in the chocolate market, with Kraft outgrowing the market both in value (+190bps) and volume (+350bps) (Source: ACNielsen, YTD, M/E August 2012). In addition to the growth seen in chocolate, the Oreo brand has had a hugely successful year with growth of 51.9% in value terms and 58.9% in volume (Source: Kantar Worldpanelonline, MAT, June 2012).

The Value Proposition

Value for money is an all-important aspect of the retail environment at present. How well has Kraft Foods managed the balance between offering a ‘good deal’ and creating products with added value?

“Like many categories, both value for money and added value are important to drive incremental purchases for the category,” Petra

”

explains. “With penetration of 99% for the biscuits category, it is all about getting shoppers to buy more. With the current economic conditions, consumers are constantly looking for value for money and it is important that Kraft offer this.

Price promotions are also important tactically to reward loyal consumers and bring new consumers into the brand. Creating added value is also important to differentiate one offer from another, and a good example of this is Belvita, which offers consumers added value.”

Finally, have Kraft any major new launches/initiatives coming before the end of the year in the biscuit category?

“As we near the end of the year, Halloween and Christmas are key focus areas,” admits Petra. “Kraft Foods is offering a great seasonal range of biscuits, such as Cadbury Toffee Apple Fingers, Cadbury Spooky Shapes and the much loved Cadbury Collection Tin. 2013 will see more innovation to aid further biscuit category growth.”

Cadbury Dairy Milk Oreos NEW Cadbury Dairy Milk Oreos combines two hugely successful brands into one delicious product. Kraft Foods is combining these two power-brands to introduce a unique and playful small block containing a creamy filling with crunchy pieces of Oreo cookie, coated in Cadbury Dairy Milk chocolate. A major factor behind this growth has been that the Oreo brand has enjoyed a dramatic increase in penetration, with new shoppers buying into the brand and existing buyers buying more often: as a result frequency is up 9.2% year on year and penetration is up 38.4% year on year.

20|Retail News|October 2012|www.retailnews.ie

Biscuits Ireland’s love affair with biscuits is legendary, as we munch our way through €177m of biscuits annually.

The

Crunch Bunch report notes, with many attempting to reduce calorie intake and salt and sugar levels in their daily diets. For many, reducing the intake of indulgent snacks is one way of doing this, resulting in a slight decline in growth of sweet biscuits, while savoury biscuits and crackers performs more strongly.

That said, Euromonitor predict a constant value growth in biscuits of 2% per annum to 2016, driven mainly by sandwich biscuits and chocolate biscuits, which they expect to register growth rates of 5% and 2% respectively, with cookies also expected to continue to perform strongly over the period. All of these product types have considerable scope for innovation, with new ingredient combinations in line with changing consumer tastes and lifestyle trends, The Oreo brand has had a hugely successful year, and 2013 such as dried fruits will see further investment in the brand with new marketing and nuts. communications, and new format launches in the Irish market.

Irish consumers’ legendary sweet tooth continues to bite and consequently, Ireland’s biscuit market continues to buck the recession, with the latest figures showing a 1% rise in value to €177m (Source: ACNielsen, Extended Scantrack, MAT, August 12, 2012).

However, our biscuit tastes are changing, with strong growth in savoury biscuits and crackers.

According to the latest report into the Irish biscuits market by Euromonitor, changing consumer tastes towards healthier lifestyles continues to impact on the sector. Consumers have now become better educated in relation to the impact their diet and lifestyles have on health and wellness, the

New Belvita Breakfast Strawberry and live Yogurt Duo Crunch: a delicious fruity strawberry centre made with real fruit, surrounded by a creamy live yogurt filling, sandwiched between two crunchy biscuits made with wholegrain.

Kraft Foods

The Oreo brand has had a hugely successful year with growth of 51.9% in value terms and 58.9% in volume, with the brand now worth €1.8m.

A major factor behind this growth has been that the brand has enjoyed a dramatic increase in penetration, with new shoppers buying into the brand and existing buyers buying more often: as a result, frequency is up 9.2% and penetration is up 38.4% year-on-year. This growth has come on the back of up-weighted marketing support for the Oreo brand with a new TV campaign and an experiential

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22|Retail News|October 2012|www.retailnews.ie

Biscuits supported with a marketing campaign to drive awareness of the brand and also to highlight the launch of new Strawberry and Live Yogurt Duo Crunch, including a new TV ad, outdoor campaign, radio campaign, metro press campaign and sampling campaignsboth in-store and on-street.

Lucky Dublin Bus commuters were recently treated to free samples of the new Belvita Breakfast Biscuits. The samples were attached to the specially wrapped bus shelter, from which passers-by could help themselves. Pictured at the shelter are (l-r): Ross McDonnell, PML; Petra Ryan, Kraft Foods; Sarah Taylor, PHD; Laura Hendrick, Clear Channel; and Albi Larkin, Mixtape Marketing.

campaign developed to continue to drive brand awareness and to drive wider family appeal. 2013 will see further investment in the brand with new marketing communications, and new format launches in the Irish market which will see Kraft Foods continue to support innovation, like the hugely successful launch of Double Stuff, which has driven incremental growth into the brand this year. From a retailer perspective, there are clear benefits to carrying a full range of biscuits to cater for all occasions, from the lunch box to snacking.

With the health and wellness biscuits market worth €51m and growing at 14% (Source: Kantar MAT, June 12), there is a significant opportunity for Belvita, with an estimated value of €3.4m (Source: Kantar MAT, June 12) as it unveils a new addition to its ever growing range. New Belvita Breakfast Strawberry and live Yogurt Duo Crunch contains a unique dual filling: a delicious fruity strawberry centre made with real fruit, surrounded by a creamy live yogurt filling and sandwiched between two crunchy biscuits made with wholegrain. The Belvita brand is currently being

Flanagan’s Sales and Marketing

Burton’s Biscuit Company is offering retailers major profit opportunities with its price-marked packs (PMPs). The €1 PMPs give an accessible price point to well-loved loved brands, including children’s favourite Toffypops. PMPs also help to drive new consumers to the fixture, which is important at a time when shoppers are watching every penny they spend.

As well as helping to attract new customers and incentivising loyal fans, PMPs help to encourage impulse buys.

PMPs are available for the following products: Toffypops, Dodgers (Jammie, Choccie and Toffee), Maryland Cookies (Choc Chip, Double Choc Chip and Choc Chip & Hazelnut), Wagon Wheels (Original and Jammie), Viscount Mint, Coconut Delights, Jam Tea Cakes and many more.

Burton’s Biscuit Company is offering retailers major profit opportunities with its €1 pricemarked packs.

The packs are flashed at €1 and are available through Flanagan’s Sales and Marketing.

“Price marked packs help to create standout on fixtures, especially in the context of price sensitivity amongst consumers,” noted Stephen Flanagan, Business Development Manager for Flanagan’s Sales and Marketing.

“These PMPs deliver outstanding taste, quality and value, appealing to the core market and new consumers.

Burton’s Biscuit Company was one of the first companies to introduce price marked packs and we ensure that the retailer also makes a good return on our products.”

Jacob’s

Jacob’s is Ireland’s number one biscuit brand, with volume share at 23% MAT and value at 26% MAT, including the Bolands and Tuc ranges, with Jacob’s alone standing at 20% volume and 22% value (all figures from ACNielsen, Extended Scantrack, August 12, 2012).

Jacob’s is a strong number one in creams, with Jacob’s creams claiming a 28% value share, and Bolands at 21% MAT, with growth driven by new product introductions like Jacob’s Strawberry Creams and Jacob’s Chocolate Creams, as well as product relaunches and strong promotional activity.

Mallows, namely Kimberley, Mikado and Coconut Creams, continues to be one of Ireland’s favourites ranges. Jacob’s continue to drive this category with a whopping 87% value share, which despite its longevity, has demonstrated excellent growth, increasing sales by 20% (+6% market share) over the last year.

This growth was achieved through an extensive TV advertising and promotional campaign. The sponsorship of the Big Big Movie on RTE 1 will continue to drive families to the mallows range, supported with a strong Facebook and digital campaign.

In the fully coated segment, Jacob’s are the strong number one range, with their Elite brand, which grew a whopping 5% in value and 6% in volume, showing Irish consumers are still indulging in special treats, despite the recession. Jacob’s Elite

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Biscuits MAT share value grew to 33%, driven by the launch of Chocolate Mikado and increased consumer demand.

Jacob’s have recently added two exciting new extensions to the range with Elite Chocolate Mousse in June and Elite Chocolate Coconut Cream in September (see panel below). This completes Jacob’s fully chocolate coating offering of the famous mallow trio, with Kimberley, Mikado and Coconut Cream under the Elite brand.

In August 2011, Jacob’s launched Why Not?, an indulgent treat bar range, with under 100 calories per bar. The range is specifically targeted at women and is available in three varieties, with six bars per box. The health sector is the fastest growing segment of the biscuit market, up 23% year-on-year in volume and 16% in value and the company expects this trend to continue in 2012.

Old favourites such as Jacob’s Marietta, Jacob’s Lincoln, Jacob’s Gingernut, Jacob’s Polo and Jacob’s Nice continue to be firm family favourites in what continues to be Ireland’s second largest biscuit category.

Jacob’s Fig Rolls are going from strength to strength, with volume sales up 3%, and the brand now claims a massive74% MAT share of fig rolls, making it Ireland’s favourite fig roll.

This was achieved through strong promotional packs, new pack graphics and strong in-store display. Jacob’s

Jacob’s Fig Rolls are Ireland’s favourite fig roll, thanks to strong promotional packs, new pack graphics and strong in-store display.

Fig Rolls will feature strongly in the Big Movie Sponsorship and the Jacob’s brand new Facebook page, launching this month.

In the savoury segment, Jacob’s Cream Crackers continue to be Ireland’s number one cracker, claiming over 38% volume share. Jacob’s will continue to drive sales of Jacob’s Cream Crackers with the Big Movie sponsorship and digital support, reminding consumers of the brand’s great versatility.

Jacob’s Mediterraneo is also a popular favourite with households, commanding over 5% of the savoury segment. Its convenient pack sizes make it an ideal snack at home or on the move. In the savoury segment, Jacob’s also distributes Tuc, which saw more convenient family pack sizes launched, while Tuc is also enjoying an extensive marketing and advertising support program. Cracottes also continue to perform well.

2012 has proven an exciting time for the Jacob’s brand, with the continued sponsorship of the family favourite, the Big Big Movie on RTE 1, and new outdoor and digital campaigns, coupled with exciting new product launches. All this activity should strengthen demand for Jacob’s products and drive retail sales in-store.

McVitie’s Biscuits

Enjoyed by Irish families for generation, McVitie’s is one of Ireland’s most popular biscuit brands, with a portfolio of much-loved iconic brands including McVitie’s Digestives, Jaffa Cakes, Rich Tea, Hob Nobs and Penguin.

McVitie’s Digestives is a firm favourite with Irish consumers and continues to grow from strength to strength, worth €8.1m and up by 5% annually (Source: ACNielsen, Scantrack, MAT to July 15, 2012).

Digestives have all the goodness

Jacob’s Elite Chocolate Coconut Cream FOLLOWING the phenomenal success of Ireland’s top biscuit launch in 2011, Jacob’s Chocolate Mikado, with sales now worth over €1.5m, Jacob’s have just launched the final extension to the Kimberley, Mikado & Coconut Cream Range with New Elite Chocolate Coconut Cream.

A Jacob’s Coconut Cream mallow, made with real coconut, covered in a thick milk chocolate coating, the product comes in packs of six, with 18 units packed in a convenient eye-catching SRP case.

Despite the recession, the fully coated segment of the biscuit market powers ahead growing at +7% in value, worth €15m in annual sales (Source: Extended Scantrack July 2012, Kantar Biscuits May 2012, Data on File). Elite continues to drive the sector with 32% value share. Indeed, the Elite brand captured 134,000 new consumers over the last year.

“We have developed an aggressive campaign to support the launch of Elite Coconut Cream and we committed to drive its success New Jacob’s Elite on the Irish market,” said Hugh Healy, Chocolate Coconut Jacob’s. The launch will be supported with a Cream, made strong campaign, including TV, outdoor, sampling with real coconut, and a strong media public relations campaign, as well eye covered in a thick milk chocolate catching promotional support in-store. coating.

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Biscuits

New McVitie’s Medley combines McVitie’s Digestive biscuit chunks with crunchy cereals and roasted hazelnuts, lovingly finished off with a delicious layer of milk chocolate.

Director, Charlie Sothern. “The team at Kelkin invested a lot of time developing a fully integrated marketing campaign, which includes innovative sampling, a strategic partnership with UniSlim, social media, in-class promotion and advertising, and we look forward to working with retailers across the country to highlight this new category product to consumers.”

In mid-September, two outdoor purchase point dispensers were installed in Cornelscourt in Dublin and Ballincollig Shopping Centre in Cork to encourage sampling of the new product, as well as to create brand awareness and high McVitie’s Digestives is a firm favourite with Irish consumers and visibility. Kelkin continues to grow from strength to strength. distributed 20,000 free granola bars over a four-week period cereals and roasted hazelnuts, lovingly by using these innovative dispensers. finished off with a delicious layer of To coincide with sampling, Kelkin milk chocolate. Medley is already worth over €1m (Source: Kantar to April 15, 2012) and is a proven success thanks to its unique taste sensation, perfect for any time of the day. of wheat, with its crumbly texture, original flavour and satisfying nature.

Not only do they make the ideal partner with a cup of tea but they are often used as a tasty ingredient in home baking.

Check out McVitie’s delicious recipe ideas on www.mcvities.com.

McVitie’s continues to invest in product quality and new product development, along with strong advertising and promotional initiatives. Now Digestive lovers have the chance to treat themselves to an outrageously satisfying range of biscuits and cereal bars under the new McVitie’s Medley brand. This range deliciously combines McVitie’s Digestive biscuit chunks with crunchy

Alexandra Korobova, Kelkin Senior Brand Manager, is pictured with a Kelkin purchase point dispenser, installed to encourage sampling of new Kelkin granola bars.

also rolled out an outdoor advertising campaign in key cities across Ireland.

Earlier this year, Kelkin teamed up with Unislim, one of Ireland’s top slimming clubs, to promote the importance of an active and balanced lifestyle. Kelkin have built on this partnership with UniSlim for the range of granola bars, with activity including social media engagement, in-class promotion and print advertising. In the month of September, a Kelkin/ Nespresso competition was launched on the Unislim Facebook page, sampling of 10,000 granola bars and the distribution of 10,000 money saving coupons to Unislimmers, as well as advertising in UniSlim’s magazine insert in the RTE Guide and the Irish Mail on Sunday.

Kelkin

Kelkin recently launched its new granola bar range in retail outlets nationwide. Available in three varieties; Oat and Honey, Triple Berry and Fruit and Nut, consumers can choose to purchase either single bars or a pack of six.

“Based on feedback from our consumers, we created a delicious and healthy snack that is perfect for people on the go,” said Kelkin Commercial

Kelkin recently launched its new granola bar range in retail outlets nationwide. Available in three varieties; Oat and Honey, Triple Berry and Fruit and Nut.

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Retail Ireland: Monthly Update Retail Ireland Urges Minister Noonan to Support Retail Jobs RETAIL Ireland has urged the Minister for Finance, Michael Noonan TD, to consider the potential that the retail sector has to drive the economy forward and to take steps to advance our industry.

In our pre-Budget submission, we pointed out that with the export sector performing strongly, it is vital that the Government’s focus is now squarely on stimulating domestic demand so that our economic recovery becomes strong enough to create jobs and deliver sustainable and sizeable improvements in the public finances.

Unless domestic demand recovers, the retail sector will continue to shed jobs and experience store closures.

Retail Ireland explained to the Minister that while the Government cannot instigate a large-scale stimulus programme due to the constraints currently upon it, it is possible to implement some small-scale policy measures that would incentivise spending in the domestic economy, thus providing retailers and the communities in which they operate with a vital shot in the arm.

Since the onset of the recession, with a precipitous fall in sales, the retail sector has lacked the certainty that is needed for capital investment and the subsequent jobs and tax revenues that such investment creates. In our submission, we pointed out that is important that Government notes that a return to increased retail sales will result not just in an immediate improvement in the trading conditions for retailers but also, potentially, an increase in construction activity as retailers begin again to re-invest in store improvements, extensions and new outlets.

Retail Ireland also proposed a suite of measures to combat the black market, reduce red tape and off-set the costs of doing business.

The submission was made against the backdrop of mixed news for the sector. According to the Central Statistics Office, retail sales in August rose for the second month in a row. However, this was offset by data from the ESRI which showed a sharp fall in consumer confidence in September as feverish speculation on the Budget took hold and weighed heavily on consumers’ minds.

Budget day is in early December. We will be driving home our message on the importance of Minister for Finance, Michael protecting retail jobs until then.

Noonan TD.

SHOP AROUND FOR BETTER CARD PAYMENT FEES THE rising cost of accepting debit and credit cards is a major issue for our sector.

To help reduce retailer costs, Retail Ireland is urging its members to shop around for the best value in acquiring service fees. It is suspected many retailers might be paying over the odds for such services.

The fee paid by retailers, known as the Merchant Service Charge (MSC), is made up of a processing charge paid to acquirers and an interchange fee paid to the credit card company.

Retail Ireland highlights to all retailers that they are free to choose whichever acquirer they wish, and are not limited to that financial institution with which they have their principle banking business.

Many retailers wrongly believe that moving acquirer would risk their main banking relationship. This is not the case. All retailers should be shopping around as there is the potential for very significant savings to be made.

Contact Retail Ireland for further details.

Taoiseach Addresses Retail Ireland Meeting of European Retailers in Dublin

Senator Feargal Quinn, An Taoiseach, Enda Kenny TD and Retail Ireland Chairperson, Frank Gleeson, are pictured at the Retail Ireland Eurocommerce Steering Group meeting in Dublin.

RETAIL Ireland members were addressed by An Taoiseach, Enda Kenny TD, when we hosted a meeting of the influential Eurocommerce Steering Group meeting in Dublin in September. The meeting took place in advance of Ireland taking over the presidency of the European Union in January 2013.

An Taoiseach told the meeting that “the Government is rebuilding a competitive, export-led economy so that we can return to sustainable economic growth. This is vital if we are to restore consumer confidence and domestic demand for the benefit of our important retail sector.

I welcomed the views that Retail Ireland and Eurocommerce members expressed on the need to restore domestic demand, both here in Ireland and in the European Union.”

Dame Lucy Neville-Rolfe, President of Eurocommerce, praised the determination of the Irish retail sector to weather the very tough economic climate and welcomed the Taoiseach’s determination to drive consumer demand both in Ireland and in Europe.

Tel: 01-6051558 www.retailireland.ie

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Frozen Foods

Frozen Assets

The frozen foods category has defied the recession, as consumers seek out frozen options for convenience and value.

With consumers eating at home more often, as well as preparing meals themselves rather than consuming takeaway food in an effort to reduce spending, the potential for growth in frozen processed food continues to increase, according to the latest report into the sector by Euromonitor.

Frozen food provides a convenient and efficient alternative to meals prepared entirely from scratch. Furthermore, with many products at a lower price point than similar chilled products, the frozen format offers consumers greater potential to make savings.

Equally, the ability to store products for an extended period of time allows consumers the opportunity to bulkbuy products when they are offered at reduced prices, further increasing their attractiveness to value-conscious consumers.

Euromonitor predict growth in frozen processed food of 3% per annum

to 2016, when it will reach €502m.

Manufacturers, they maintain, will seek to maintain share by offering better value packs of existing products, whilst keeping new product launches to a minimum in a bid to avoid expensive research and development costs at a time when they can ill afford the inherent risks and costs of such activities.

McCain Foods

With its huge 69% value share of the frozen oven chip market and a 25% value share of the prepared potato market, McCain’s pre-eminence in the Frozen Potato category continues (Source: ACNielsen, Scantrack, September 9, 2012).

Holding firmly to the number one position as Ireland’s favourite chip, McCain HomeChips is a real family favourite and a must-stock product

for any retailer. Consumers’ on-going interest in healthier options in frozen has also seen a healthy growth in McCain Rustic Chips, due to their ‘only 3% fat’ and ‘gluten-free’ proposition.

Continuing to drive innovation and bringing new consumers into the frozen potato category, McCain has also launched new McCain Oven Baked Jackets, which are driving +17.2% value growth in the ‘Other’ category, with the taste of an oven baked jacket but taking a fraction of the time to cook. Selecting only the best quality potatoes, McCain then drizzle them with sunflower oil and slowly bake to perfection. So all consumers need to do is pop it in the microwave for five minutes and add their favourite topping.

With less people eating out nowadays, consumers continue to look for premium, restaurant-quality foods

Continuing to drive innovation and bringing new consumers into the frozen potato category, McCain is a must-stock brand for any retailer.

s ’ d n a Irel rite chip favou *Source: AC Nielsen

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Frozen Foods

McCain claims a huge 69% value share of the frozen oven chip market, with a range of products to suit all tastes.

at home. Sales of McCain Gorgeous Chips (+9.5%) and Gorgeous Goose Fat Roast Potatoes (+5.7%) have increased year-on-year as a result, adding incremental value to the category. No surprise then that McCain is such a big name in so many freezers – and such a popular one on so many plates!

and chip shop flavour to the battered fish segment.

Birds Eye Fish Fingers continue to be Ireland’s best selling and loved fish fingers with 75% market share MAT (Source: ACNielsen, MAT, September 10, 2012). Birds Eye has been supporting this category in 2012 within

McCain continues to innovate across the frozen potato category, tempting new consumers to the sector all the time.

Birds Eye

Birds Eye claims leadership of the frozen foods market in Ireland with an 18.1% value share year-to-date (Source: ACNielsen, MAT, September 10, 2012). This market leadership has been driven primarily by frozen fish, poultry and veg, with Birds Eye continuing its strength in the frozen peas sector. Birds Eye is the number one advertiser in frozen food and continuously aims to drive consumers to the frozen section.

Birds Eye has sustained its strong performance in the frozen fish category, growing its share from 21% to 27% MAT (Source: ACNielsen, MAT, September 10, 2012). This growth has been achieved by a combination of driving core products such as Birds Eye Fish Fingers and launching successful NPD such as the Birds Eye’s Bake to Perfection and Fish Fusions.

Birds Eye also re-launched into Coated Fish, teaming up with Harry Ramsden’s on their battered fish fillets products, delivering a real authenticity

the Teatime campaign, which featured on TV, kicking off in early January.

Birds Eye is the only brand advertising Fish Fingers.

Since launching in October 2009, the Birds Eye Bake to Perfection range has continued its phenomenal success with + 22% value share of the Natural Fish Market (Source: ACNielsen, MAT, September 10, 2012), maintaining its reputation as one of the most successful NPD launches in frozen food over the last three years.

Birds Eye Bake to Perfection is a range of tasty fish fillets and seafood varieties, each complemented with the perfect sauce. In 2012, the no fuss way to cook fish got even easier with the launch of their new Dual Cook packs.

Bake To Perfection Dual Cook Fish allows consumers to cook fish how they want when they want…oven baked or steamed in the microwave (microwave ready in just five minutes). Birds Eye has invested massively behind the category throughout the year

with a heavyweight TV campaign and deep-cut in-store promotions.

Birds Eye’s poultry range has experienced exceptional growth over the last four years with its value market share growing from 31% in 2008 to 46.1% (Source: ACNielsen, MAT, September 10, 2012). Birds Eye has maintained its number one position in both the adult poultry (53.9% market share) and the kids poultry (60.4% market share) sectors in 2012.

Q3 sees the brand’s biggest ever Chicken Grills re-launch.

This massive plan includes a range expansion into new exciting flavours, a new proposition and a brand new eye-catching look!

They have created a tasty range of new flavour varieties for the whole family to tuck into, including Garlic & Herb and Light & Crunchy Chicken. Birds Eye Chicken Grills come with a ‘Sourced and Prepared with Care Guarantee’, part of Birds Eye’s Forever Food programme to provide high quality, delicious and nutritious food forever. They guarantee that Birds Eye Chicken Grills are all made with 100% chicken breast and sourced from carefully selected farms, with no artificial flavours or preservatives.

Birds Eye will be supporting this Chicken Grills re-launch with significant investment, including a new massive TV campaign running from November until Christmas 2012 and deep-cut promotions. Birds Eye Chicken Grills are a great family favourite and this re-launch which will help deliver significant growth for the frozen poultry category.

In frozen vegetables, Birds Eye’s Field Fresh range incorporates frozen favourites such as Garden Peas, Petits Pois, Steam Bags and Soya Beans and offers a wide variety of tasty vegetables bursting with flavour and essential vitamins. Since re-launching the Field Fresh single and mixed crop range under the new design and a ‘2 for €2’ offer in October 2011, offering consumers unbeatable value for money, Birds Eye veg has gone

Retail News|October 2012|www.retailnews.ie|29

Frozen Foods

Birds Eye are investing in a massive relaunch of the Chicken Grills brand, including tasty new flavours like Garlic & Herb Chicken.

from strength to strength. The range is now the fastest growing range in the natural veg sector, growing by 43% value sales in 2012 (Source: ACNielsen, MAT, September 10, 2012).

Birds Eye launched Rice Fusions in Q3 2011. Rice Fusions is a range of delicious fusions of perfectly fluffy rice and the freshest herbs, spices and vegetables, ready in just three minutes, so consumers can focus on creating the rest of the meal. A critical part of the concept is the pyramid bag, delivering the promise of fluffy rice and authentic flavours. Rice Fusions comes in a number of different flavours, including Mediterranean Vegetable Rice, Pilau Rice with Spinach and Peas, and Egg Fried Rice with Peas. Birds Eye has put significant investment behind this launch with a big burst TV campaign.

Watch out for some tasty new flavours coming soon.

Birds Eye is the number one brand in Potato Waffles with 85% market share (Source: ACNielsen, MAT, September 10, 2012), which reinforces their adoration among Irish consumers. Birds Eye supported this category within the ‘Teatime Campaign’ in early 2012. This was the first time waffles have been advertised since the 1990s and was a great reminder for consumers of their versatility at teatime and beyond.

Birds Eye is the only brand advertising the waffles category, revitalising a true family favourite.

Birds Eye continues to drive NPD within the value added potatoes category, launching both Mini Waffles and Waffle Hash Browns. These great value packs are a great tasty alternative offering for the whole family. In addition, Birds Eye’s waffle range is all gluten free.

Birds Eye re-launched the entire Original Beef Burger range in new eye catching packaging. With 20%

value share of the red meat category (Source: ACNielsen, MAT, September 10, 2012), Birds Eye has burgers to suit the entire family, which are perfect to BBQ straight from the freezer. Their Originals range consists of tasty ingredients such as chopped onions and seasoning, and contains no artificial colours, flavours or preservatives.

Birds Eye have a partnership with Bord Bia on-pack, outlining their commitment to superior beef quality and making it easier for consumers to buy Irish beef. Birds Eye Steakhouse Mega Burgers were also re-launched under the Originals recipe, so that consumers with a slightly bigger appetite can also enjoy the same great taste.

Birds Eye has been producing ready meals since 1960, with 17% value share (Source: ACNielsen, MAT, September 10, 2012) of the sector, and claiming the best selling lines across the Indian, Italian and Traditional sectors. In 2012, Birds Eye re-launched the entire ready meals range, improving overall quality and offering to the consumer. With new improved recipes and eye-catching packaging, Birds Eye Ready Meals taste better than ever.

Birds Eye Traditional Dinners Range come in large single serve dinner portions and include great tasting popular family favourites such as chicken, lamb and beef dinner.

Birds Eye is committed to only using

Birds Eye Bake to Perfection is a range of tasty fish fillets and seafood varieties, each complemented with the perfect sauce, which can be oven baked or steamed in the microwave.

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Frozen Foods real quality ingredients, such as 100% chicken breast, 100% lamb shoulder, 100% silverside beef, with no artificial colours, flavours or preservatives.

ingredients and packed in convenient packaging, ideal for lunch or snacking occasions, the range includes two tasty varieties, Creamy Mushroom Rigatoni

yellow rice & vegetables; and Salmon in a Sweet Soy Sauce with tasty long grain rice & vegetables.

All products within the Weight Watchers from Heinz range exclusively feature the Weight Watchers ProPoints value per serving on-pack.

Goodfella’s

The Weight Watchers from Heinz frozen ready meal range offers an extensive range of market leading recipes, like the hugely popular Chicken Tikka Masala.

Weight Watchers from Heinz

Weight Watchers from Heinz is the undisputed leading brand in the frozen ready meal sector, with 34.3% volume share of the total frozen ready meal market (Source: TNS Sept 2012). Manufactured in Dundalk, County Louth, the Weight Watchers from Heinz range of Frozen Ready Meals continues to drive the category with convenient meal solutions in both traditional and ethnic varieties.

The range has everything to offer consumers who are seeking to lead a healthy lifestyle but who expect not to compromise on taste. The Weight Watchers from Heinz frozen ready meal range offers an extensive range of market leading recipes such as Chicken Tikka Masala, Creamy Chicken & Mushroom Pasta and Ocean Pie. Proving that you can still have the naughty treats that you love, Weight Watchers from Heinz also offers a delicious range of frozen desserts, including delectable recipes such as Belgian Eclairs and Double Chocolate Brownies.

Weight Watchers from Heinz Lunch Boxes offer tasty, convenient, savoury snacks in five minutes from the microwave. Made with high quality

with Green Peas and Chicken Penne Pasta in a Smokey Tomato Sauce.

Continuing to bring innovation to the Frozen Ready Meals category, the recently launched Weight Watchers from Heinz Steam & Serve range offers a range of steam-cooked meals in innovative bag packaging. Consumers just put the bag in the microwave and owing to its steam technology, it’s ready to eat in just a few minutes.

There are three delicious varieties in the range: Chicken Chop Suey with tasty long grain rice & vegetables; Sweet Mango Chicken with tasty

Goodfella’s leads the frozen pizza category and offers a wide variety of formats to suit all family needs.

Goodfella’s accounts for 47% share of the market and continues to grow +2% year on year (Source: AC Nielsen, June 2012). Ongoing investment in product improvements and innovation drives value and excitement into the category.

This year, the brand will continue to be heavily supported with a relevant mix of media, including TV, outdoor, press, in-store activity and an ongoing campaign working with Love Irish Food.

In keeping with consumers’ trends of eating in, Goodfella’s provides consumers with a Takeaway product, delivering an authentic takeaway taste. Also available is the new Ciabatta range for those who enjoy exiting new toppings. Goodfella’s was also first to market with Flatbread Pizza, which targets those who enjoy a lighter eat with all the fun of sharing a pizza.

Deep Pan is still number one within the sector, giving the same great taste consumers expect from the brand, while Thin, with its stonebaked base, delivers a quality pizza for all the family. New to Goodfella’s is a range of Italian inspired pizzas.

With three varieties to choose from, Goodfella’s Delizia pizzas have a light and crispy seven-inch base and contain less than 500 calories, making them an ideal lighter meal (without the guilt).

Goodfella’s leads the frozen pizza category and offers a wide variety of formats to suit all family needs.

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Fuels Stocking a range of fuels, from Firelogs and peat briquettes to LP Gas cylinders, is a sure-fire way to boost profits over the winter months.

Hot Stuff! for the winter months should contact Flogas, the exclusive Superser distributors, on 041 9831041 or visit www.flogas.ie.

“Flogas Superser heaters are the perfect solution for costconscious customers looking to control their heating bills,” Eoin notes. “They are extremely useful as an instant, economic and portable way to ‘spotheat’ a room quickly, as many customers find it far cheaper than turning Flogas Ireland on the central heating Rising central heating costs will fuel The Superser Radiant, perfect for spot-heating in the home: for an hour or two.” demand for Superser heaters this For home owners who exclusively available from Flogas. winter, claims Eoin O’Flynn from want instant heat that’s Flogas Ireland: ”Superser heaters burns without a flame and has lower both stylish and useful, Flogas supplies offer your customers the opportunity touch temperatures, making it safer, two very contemporary looking and to ‘spot-heat’ a room quickly and costwhile it’s also fitted with easy glide stylish mobile heaters, the Superser effectively and demand for Superser castors, which allows for trouble-free Radiant and Superser Catalytic. In heaters is likely to be this strong this moving from room to room. particular, the Superser Catalytic winter. We are urging retailers not to Flogas is very much a fuel for be caught out and stock up on Superser today. Flogas cylinders are a familiar heaters to meet the potential demand.” sight at retail outlets throughout the Retailers who want to stock up country. The butane cylinder is a clean on Superser mobile heaters and economical choice for consumers and is hard to beat as a low cost, versatile energy package.

Propane direct dealers have been reporting strong annual sales growth.

Many customers want the benefits of gas in the home for fires and cooking but are either not on the natural gas grid or don’t want to go through the hassle of changing, so find propane cylinders in a discreet corner of their back garden a very practical alternative.

Flogas was the first company in Ireland to introduce the Securiseal (gas Flogas cylinders are a familiar sight at retail outlets throughout the country.

RISING central heating costs are fuelling consumer demand for ‘spot heating’ at home, as consumers can save money on their heating costs by heating specific areas, rather than running their central heating throughout the whole house. There has been a significant return to real fires right across the country, while the growth in sales of mobile heating appliances continues apace.

As central heating costs continue to rise, retail customers will be urgently seeking cost-effective solutions to control their home heating bills, according to Eoin O’Flynn of Flogas Ireland.

32|Retail News|October 2012|www.retailnews.ie

Fuels life’ fire solutions cylinder seal) for Propane for busy Irish cylinders, once again proving consumers. total commitment to their The range bottled gas brands. Similar includes the award to the Butane seal, the winning FireMagic Securiseal is a solid, tamperFiremaker, which proof cylinder seal made guarantees the from a resilient polyethylene faster way to a fuller fire within material of the highest Homestead are delighted to introduce the new Irish-made Homestead Firelog this minutes. FireMagic Firemaker is quality, far superior to other shrinkseason, meaning that the full Homestead quick, clean and economical to use, wrapped bottled gas seals currently on fuels range is now made in Ireland. providing a convenient substitute for the market. other fire making products such as Flogas has an excellent distribution kindling, paper and sticks. It offers firelighters, 30’s and 60’s and a 1.1kg system, with maximum coverage. the perfect solution for consumers Firelog, which was introduced to the The company has three marine who want to build a perfect, real fire range in early 2005. gas terminals, at Drogheda, Cork quickly and conveniently.

Homestead fuels continue to grow and Belfast, and a land terminal For those who are short on time year-on-year. Firelogs are the largest at Ballyhaunis. Flogas operates but want the warmth and effect of a contributor of a nationwide network of full real-fire in one step, Firepak is this growth, distributors who fill cylinders the ultimate ‘complete fire in a bag’ accounting for and deliver bottled gas solution. All consumers have to do 25% of total to dealers in their area. is light the pack, sit back and bask Homestead fuel Distributors are strategically in the glow of a perfect fire that will sales. located all over the country to burn for three to four hours. Made of According to ensure constant and speedy smokeless coal with Irish peat, Firepak the company, delivery of bottled gas – even is clean to handle and will light with firelighter sales in winter on the cold, icy just one match, making it the number now account roads, when demand for one choice in the ‘real fire in a bag’ for 51% of the bottled gas is high. category. total fuel sales A nationwide network of Firepak and FireMagic Firemaker in Ireland, and Flogas aftersales personnel are part of a top quality range of Homestead are on 24-hour call for ignition products from Bord na Móna, Firelighters appliance repairs and which also includes Bord na Móna continue to maintenance.

Firelogs, the number one choice grow in line Flogas supports all its among Irish consumers in the firelog with the products and services and category. As the market leader in market. plans through innovative solid fuels in Ireland, the company’s Homestead dealer promotions, excellent Homestead’s firelighter range is compact and easy-to-display range of point of sale material, one of the top selling products in Brand Manager solid fuel products features the hugely Janice Gibney targeted advertising and the portfolio. popular line of eco-friendly fuels, is now delighted public relations. For retailers including Premium Wood Pellets, to introduce the New Irish Made looking to save money on their own Bord na Móna Wood Logs and Bord Homestead Firelog this season: “Our overheads either at work or at home, na Móna Eco-Friendly Real Logs new Irish-made log means our full Flogas also supply natural gas to the - all made from naturally fuels range is commercial and residential natural renewable resources and made here in gas market. Flogas Natural Gas offers fully CO2 neutral.

Ireland: we a very competitive rate to small and All products are are supporting medium business customers. available through Allegro local jobs and Distribution (Tel: 01 continuing to Homestead 8580600). bring value After the launch of the Homestead home.” brand in 1986, the firelighter range quickly became a stable product within the brand’s portfolio, Bord na generating considerable sales in this Móna Fuels category. Indeed, it is estimated that For over 50 years, Homestead Fuels account for 53% of Bord na Móna the total fuels sales within symbol Fuels Ltd, groups and independent retailers, the largest while rivalling the two leading brands supplier of in Ireland. solid fuel Over 70% of households have open in Ireland, fires and the ignition sector is one has led of the fastest growing sectors in the the way in Bord na Móna Fuels Ltd has led the way in designing innovative household category. The Homestead designing innovative and convenient ‘real-life’ fire solutions for busy Irish consumers fuels range consists of two skus of and convenient ‘real- for over 50 years.

SHOP 2012 a Shining Success Innovation and new business were top of the bill at SHOP 2012.

THOUSANDS of retailers and buyers from the hospitality and foodservice industry descended upon SHOP 2012, Ireland’s definitive retail, food, drink and hospitality exhibition, which was held in the RDS Simmonscourt, Dublin, at the end of September.

Insomnia Chairman Bobby Kerr, Matt Benyon, MD of easyFairs in Ireland and the UK, and John Whelan, CEO of the Irish Exporters Association, officially opened the show, with compelling speeches on the importance of the food, drink and retail sectors to the economy.

Generating new business was high on the agenda for exhibitors, while visitors ‘shopped’ for new products and business solutions that will help their businesses moving forward.

“This was my fourth time exhibiting at SHOP and this year the event was excellent. I generated some high quality leads and met with some new buyers. I have already signed up for SHOP 2013,” commented Nigel Maxon, Managing Director of AIRLUX lighting.

Also reflecting on the show, Kieron Moran, owner of Moran’s Homestore,

commented, “This is the first time that we have taken part in SHOP and found the event fantastic. We do a wide range of innovative jams, chutneys and relishes, amongst other things, and found this event fantastic to showcase our uniqueness.”

Rewarding Excellence

Exhibitors benefited from a robust and buoyant show atmosphere, as visitors availed of the many learning forums at the show, as well as viewing some of the industry’s finest competitions.

Hundreds of competitors took part or submitted entries to the Irish Cheese Awards, the SHOP Product of the Year Awards and the Associated Craft Butchers of Ireland’s Shop of the Year, National Sausage and Puddings Final and Speciality Foods Competition, with the overall winners announced daily at the show.

Fintan Dunne from Dunne’s of Donnybrook was awarded the Association of Craft Butchers’ Shop of the Year. At the National Sausage and Puddings Finals, Michael McGettigan & Sons from Donegal Town was named

Associated Craft Butchers of Ireland Awards Shop of the Year 2012: Dunne’s of Donnybrook Best Shopping Centre Shop: McArdle Meats, The Marshes, Dundalk Best Rural/Small Town Shop: O’Gorman’s, Castledermot Best High Street Shop: Dunne’s of Donnybrook

Category: Peter Callaghan, Ardee Joint Winners, White Pudding Category: Thomas Doherty, Kells, and James Nolan, Kildullen

Speciality Foods Competition Supreme Champion:

2012 Sausage and Declan Corry, Loughrea Pudding National Finals Supreme Champion: Michael McGettigan & Sons, Donegal Town Winner, Speciality Sausage Category: Eddie Tuite, Drogheda Winner, Traditional Sausage Category: Michael McGettigan & Sons, Donegal Town Winner, Black Pudding

Category A Joint Winners: Fran Feighery, Portlaoise, and Declan Corry, Loughrea.

Runners Up: Midland Meats, Clearwater SC, Finglas, Tormey’s, Galway, and Eddie Walsh & Sons, Donegal Town.

Category B Winner: Paul Craughan, O’Connell Victuallers, Limerick.

Runners Up: Paul Craughan, O’Connell Victuallers, Limerick, and Eddie Tuite, Drogheda.

Category C Winner: Eddie Walsh & Sons, Donegal Town.

Runners Up: Eddie Walsh & Sons, Donegal Town, and Tormey’s, Galway.

Supreme Champion, while Declan Corry from Loughrea won the title of Supreme Champion in the Speciality Foods Competition.

County Kerry cheese producer, Maja Binder scooped the Supreme Champion award at the Irish Cheese Awards for her Kilcummin cheese.

Maja was also awarded gold in the ‘Hard Cheese’ category and gold for her Dilliskus cheese in the ‘Sheep’s Milk Cheese Flavour Added’ category. Maja was one of 28 winning producers to be acknowledged at the Irish Cheese Awards, run in association with Sheridans Cheesemongers and CAIS, which welcomed a record number of entries this year.

Overall Product of the Year winner, Colm Healy from Skelligs Chocolates with Sheila Gallogly, MD of Shelfspace, sponsor of the Product of the Year awards.

Overall Product of the Year

Producer of artisan chocolate, Skelligs from St. Finian’s Bay in Ballinskelligs, was declared the overall winner in the Product of the Show Awards, also taking gold in the Best for Innovation category.

Being acknowledged as Overall Product of the Year for its artisan chocolate shoe, Skelligs was awarded €2,000 of retail support intelligence from awards sponsor Shelfspace, alongside the prestige of being named as the number one product at SHOP. “As the overall sponsor of the Product of the Year Awards for the fourth consecutive year, we have met some inspirational companies and producers along the way,” said Sheila Gallogly, Managing Director of Shelfspace.ie. “Many congratulations to Skelligs. We’re really looking forward to working with the Skelligs team in the year ahead.”

Dragon’s Den star and Insomnia Chairman, Bobby Kerr is pictured with Linda McRoberts from Love Olive and Matt Benyon, MD of easyFairs in the UK and Ireland, organisers of SHOP.

Learning By Example

The SHOP Retail Forum welcomed a host of expert speakers over the three days, including Dragon’s Den’s Bobby Kerr (Insomnia Chairman), Eugene Scally, Owner and Manager of Scally’s SuperValu in Clonakilty, and Conor Hyde, Director of Bullseye Food Marketing.

Stephen Lynam, Director of Retail Ireland, spoke on ‘Advancing Our Industry’, while also taking to the stage were: Vicki O’Toole from O’Toole Packaging; David Cullen, OI Research; John Whelan, CEO of the Irish Exporters Association; and Dominic Feeney of CBE Ltd.

SHOP Product of the Year Winners Overall Product of the Year: Skelligs Chocolate – Artisan Chocolate Shoe Best of Irish Product Award: Old Irish Creamery Cheese – Natural Oak Smoked Cheddar Best for Innovation Product Award: Skelligs Chocolate – Artisan Chocolate Shoe Best Value for Money Award: Harty’s Foods – Harty’s Original Mint Jelly Best Branded Product including Packaging: Around Noon Ltd – Scribbles Best New Taste: Benoit’s Chocolate Factory – The Ultimate Hot Chocolate Best Technology Product: Stephen O’Brien Retail Systems – Ishida WM-NANO Automatic Wrapper Best Own-Label Product – Food/Beverage: The Scullery – Deluxe Irish Country Tomato Relish Best Sustainable/ Environmental Product/ Service: Newgrange Gold Limited – Camelina Oil

“The seminars were very good and really attacked the problems that businesses are facing,” enthused Jolanta Kazlauskiene from Flavour & Sense.

The inaugural Retail Business Workshops attracted many retailers, keen to benefit from free expert advice from a number of speakers, including Lorraine Compton from Compton Aylmer Solicitors, James Burke, Maria O’Neill, Jenny Maybury and Patrick Sutton from O’Kelly Sutton Chartered Accountants.

“There was good information to help increase the bottom line and for marketing your business,” noted Lorraine Heskin from Gourmet Food Parlour, on her visit to the Workshops.

“There was a real buzz over three days, with visitors impressed by the vast array of products and services, many of which they wouldn’t have seen before, all housed under one roof. The face-to-face interaction generated new business and leads for exhibitors in an engaging manner that just wouldn’t be as effective as a cold call or email.

This is why trade shows such as SHOP have an extremely valuable place in the market.”

For more information, visit www.easyFairs.com/SHOP.

Building New Relationships

SHOP’s vast array of exhibitors met thousands of potential new customers over three days. Business was done and invaluable new relationships were formed throughout the show.

Commenting on SHOP 2012, Matt Benyon, Managing Director of easyFairs in Ireland & the UK, said: “The most important ingredient for any trade show is the delivery of high quality visitors who attend to do business, and this year the feedback has indicated that serious buyers from the retail and hospitality sectors attended SHOP.

Around Noon Ltd were named winner of the ‘Best Branded Product including Packaging’ Award for their entire range of meal options, including the less than 300 calories Skinny Scribbles range. Pictured is Sheila Chambers, MD, with Gareth Chambers, General Manager of Scribbles, and Sheila Gallogly, Managing Director of Shelfspace, sponsor of the awards.

Irish Cheese Awards 2012 Winners

Supreme Champion and Winner of the Sheila Broderick Memorial Trophy: Kilcummin, Maja Binder, Dingle Peninsula Cheese, Co. Kerry (pictured) Creamery Mature Cheddar: Silver: Fivemiletown Creamery Mature Cheddar Bronze: Wexford Mature

Creamery Cheddar: Bronze: Ardagh Medium White Cheddar (Aldi) Smoked Cheese: Gold: Ardrahan Smoked Silver: Gubbeen Smoked Extra Mature Bronze: Knockanore Oakwood Smoked Fresh Cheese Flavour Added: Bronze: Fivemiletown Goat Log with Mustard New Cheese: Silver: Milleens Cead Bronze: St. Tola Ash Sheep’s Milk Cheese: Silver: Knockdrinna Meadow Bronze: Knockalara Sheep’s Cheese Flavour Added Cheese: Gold: Dilliskus Bronze: Coolea Cumin Seed Hard Mature Cheese:

Gold: Coolea Vintage Silver: Glebe Brethan Bronze: Mossfield Hard Cheese: Gold: Kilcummin Silver: St. Gall Bronze: Beenosbee Bloomy Rind: Gold: Cooleeney Bronze: Wicklow Ban Semi-Soft: Gold: Milleens Dote Silver: Ardrahan Bronze: Milleens ‘O’ Blue Cheese: Gold: Crozier Blue Silver: Cashel Blue Goat’s Milk Cheese: Gold: St. Tola Log Silver: Kilree Bronze: Gortnamona Goat’s Milk Cheese – Mature: Gold: Killeen Goat Mature Silver: Killeen Goat Bronze: Knockdrinna Gold

36|Retail News|October 2012|www.retailnews.ie

OTC Medicines & Vitamins

Healthy Profits Government cuts have served to encourage OTC sales in Ireland, with more products expected to be available over the counter in the future.

The Irish Government and Department of Health continue to reduce the percentage of reimbursement to pharmacists for prescribed medicines. The result was to further discourage the medical profession from prescribing unnecessary items and to encourage sales of over the counter (OTC) products, as doctors are more likely to recommend these, according to the latest report into the sector by Euromonitor. Furthermore, Euromonitor expect that there will be more products switching to OTC status in the future, as part of the cost cutting efforts of the Health Service Executive (HSE), which was charged with reducing costs to the Exchequer by 35% by 2015.

The analgesics market is expected to achieve a CAGR of 3% to 2016, according to Euromonitor, while cough, cold and allergy (hay fever) remedies are expected to have a CAGR of 2% over the same period and digestive remedies should have a growth rate of 1%.

In the vitamins and dietary supplements sector, there had been a large amount of discounting and promotional activity, as manufacturers and distributors sought to encourage volume sales, often at the expense of value sales, in a bid to retain brand presence and recognition. 2011, however, was marked by a reduction in the level of these promotions as a response to growing consumer apathy in these types of offers. That said, vitamins and dietary supplements is expected to reach â‚Ź63m by 2016, according to Euromonitor.

Self-medication is expected to continue to increase over the forecast period. This is due to the ongoing recession and reduced consumer spending, meaning less frequent visits to doctors but also due to increased awareness of health and wellness.

Lemsip

The Lemsip range, from Reckitt Benckiser, is the number one selling cold and flu range in grocery, commanding over 80% market share year-to-date (Source: ACNielsen, JanAug 2012). This cold and flu season, Lemsip has made it even easier for shoppers to choose the right product for the right symptoms, helping consumers to understand which Lemsip product is for them. Lemsip is available in several different variants, which treat different symptoms of cold and flu and several formats such as sachets, capsules and tablets.

Lemsip will be heavily supported throughout the cold and flu season with TV, outdoor and press. It will also be supported heavily with eye-catching Point of Sale to highlight its presence in-store. Nine out of 10 people will see a Lemsip TV ad this winter (Source: Zenith Optimedia, 2012).

Disprin acts as a key brand beacon for the analgesic category and is supported in-store with strong Point of Sale material.

Disprin

Disprin, from Reckitt Benckiser, is the topselling aspirin analgesic in grocery, based on Nielsen Value Sales (MAT Sep 2012). The Disprin range includes Disprin Extra Strength 500mg Effervescent Tablets, Disprin Direct 300mg Chewable Tablets (which should be allowed to dissolve on the tongue), Disprin Original 300mg Dispersible Tablets and Paracetamol Tablets from the makers of Disprin. Disprin acts as a key brand beacon for the analgesic category and is supported in-store with strong Point of Sale material.

Lemsip will be heavily supported throughout the cold and flu season with TV, outdoor and press.

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OTC Medicines & Vitamins

New Strepsils for Adults & Children Over Six: a soothing sore throat remedy that’s specially formulated with no artificial colours and no sugar.

Strepsils

Strepsils provides fast, soothing relief from the discomfort of sore throats, and the Strepsils brand claims over 45% share in the grocery market (Source: ACNielsen, YTD, Jan-Aug 2012). New to the range is Strepsils for Adults & Children Over Six – a soothing sore throat remedy that’s specially formulated with no artificial colours and no sugar.

Strepsils will be supported very heavily this season with TV, outdoor and eye-catching Point of Sale. Nine out of 10 people will see a Strepsils TV ad this cold and flu season (Source: Zenith Optimedia, 2012).

New Gaviscon Extra: helping patients fight both heartburn and indigestion.

Gaviscon

Heartburn occurs when acid in the stomach escapes into the oesophagus.

It is a very common condition and can be aggravated by large meals, eating late in the evening, alcohol, coffee, chocolate, acidic/fizzy drinks or fatty foods. Gaviscon helps stop acid rising from the stomach by forming a protective layer, like a raft, on top of the stomach contents.

The Gaviscon range, from Reckitt Benckiser, has been tried and trusted by millions since the launch of its

first products nearly 40 years ago. There are a number of products in the range, each tailored to suit the varying symptoms of heartburn and indigestion. Gaviscon Extra helps patients fight both heartburn and indigestion.

Gaviscon is the number one choice for Irish consumers for heartburn and indigestion (Source: IMS, MAT Sept 2012). It is also the fastest growing brand in grocery (Source: ACNielsen, MAT, August 2012). The Gaviscon range includes liquid and tablets that provide long lasting relief from the pain and discomfort of heartburn. It is suitable for use in pregnancy.

Gaviscon is also available in a handy pack for use anytime and anywhere.

Anadin

The Anadin analgesic range, from Pfizer Consumer Healthcare, is one of the longest established and most well-known brands in the Irish OTC market and as such, is a ‘must stock’ range, particularly in the convenience sector where consumers want to find the product they are looking for quickly. Ask your Anadin rep for the Anadin Shelf Unit, which ensures your products will be merchandised correctly and remains tidy on-shelf, allowing consumers to find their preferred product quickly.

With both aspirin and paracetamol formulations available, there is an Anadin product to suit a wide range of consumers. Research indicates that

consumers use different products from the Anadin range, depending on the particular complaint from which they are suffering, e.g. headache, backache, period pain or symptoms of colds and flu, etc. Thus, for retailers, it is important that they offer consumers a full choice by stocking the complete Anadin range.

The Anadin range, from Pfizer Consumer Healthcare, is one of the longest established and most well-known brands in the Irish OTC market.

Tramil

Also from Pfizer Consumer Healthcare, Tramil is another popular analgesic which Irish grocers can offer their customers. Paracetamol based, Tramil is indicated for the treatment of headache, migraine, period pain and to treat the symptoms of colds and ‘flu.

Available in attractive silver packs, Tramil offers fast pain relief, which is easy to swallow.

Paracetamol based, Tramil is indicated for the treatment of headache, migraine, period pain and to treat the symptoms of colds and ‘flu.

38|Retail News|October 2012|www.retailnews.ie

Home Baking The rise and rise of home baking continues unabated, as consumers bid to save money by preparing bread, desserts and cakes at home rather than buying them in-store.

On the Bake During the heights of the Celtic Tiger, Ireland’s cash rich but time poor consumers had little or no interest in home baking, and the category seemed in terminal decline. All that has changed in the last couple of years, however, as the recession began to bite.

It’s not just about saving money, though. Thanks to the explosion in popularity of TV chefs and shows like ‘The Great British Bake Off’, home baking has become incredibly trendy. Indeed, industry estimates put the value of the home baking market at more than €65m, and enjoying strong growth rates across the year.

Another reason attributed to the growth in home baking is the rise of grandparents in the role of childminders, according to Miriam Tuomey, Consumer Foods Division, Bord Bia: “These grandparents are taking on the role of teaching and passing baking skills, as these skills have often skipped their parents’ generation where convenience and fast food was king.”

Recent trends in home baking are influenced by our friends across the Atlantic, with the growth of cup-cakes nothing short of phenomenal, but home baking continues to grow across the board, from the simplest bread mixes to more extravagant desserts.

Odlums

Oldums are proud to have been part of Irish home baking since 1845 and have just launched an exciting new product for the Christmas market.

The Odlums Christmas Cake Kit is full of the finest ingredients needed to make a traditional simple and light Christmas cake.

so versatile, it can be used in a wide variety of recipes, including chocolate chews, buns, cakes, toppings, mousses and it is the perfect decoration for all cakes, buns and treats. Homecook Wonderbar Cooking Chocolate, made in Ireland, comes in a variety The Odlums Christmas Cake Kit is full of the finest ingredients of flavours to needed to make a traditional simple and light Christmas cake. suit all tastes – Dark, Milk and Included in the kit are all the core White are available in 150g, 450g and ingredients needed to make the cake, a 1kg catering size. Consumers can including raisins, spiced flour, mixed also try the Homecook Wonderbar fruit, sugar, chopped and ground almonds. It is a convenient and cost effective offering from the experts in home baking.

The step-by-step recipe guide means that the kit is perfect for traditional bakers and novices alike.

Not only is it full of Odlums and Shamrock’s finest ingredients, but includes a free Catherine Leyden recipe book. The book includes 20 of Catherine’s famous recipes, from traditional favourites to modern takes.

Homecook Wonderbar Cooking Chocolate

The Homecook Wonderbar Cooking Chocolate range from Boyne Valley Group is a firm favourite in households throughout the country. It is

The Homecook Wonderbar Cooking Chocolate range from Boyne Valley Group is a firm favourite in households throughout the country.

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Home Baking Microwaveable Milk Cooking Chocolate, which is available in a handy 250g microwaveable pouch, perfect for ‘no fuss, no mess’ baking.

The Homecook brand also has a range of premium cooking chocolates.

Homecook Belgian Dark Chocolate has a 72% cocoa content while Homecook Belgian Milk chocolate has a 32% cocoa content. These products are specially developed to bring out the best in any home baked treats.

Dr. Oetker

Dr. Oetker claims leadership of the Baking Aids and Finishings sector and the brand is continuing to expand its extensive range of products in 2012 with the exciting launch of its new convenient Baking Aids sachets and innovative Gel Food Colours.

New Gel Food Colours have been created to meet the demand of consumers who are looking for easyto-use food colouring and to help them achieve brilliant effect in the likes of icing, meringue and sponge cakes.

Available in eight gorgeous shades,

ranging from hot pink to sunshine yellow, they easily deliver beautiful pastels and bold neon colours, without affecting the consistency of icing, as can happen with conventional liquid colours.

The Baking Aids range has also been given a makeover, with the re-launch of Gluten-Free Baking Powder in tub format, which offers great value for frequent bakers. These new sachets are available for Baking Powder, Bicarbonate of Soda, Cream of Tartar and Ground Arrowroot, with each pack containing six individually packed sachets, which will ensure the product stays fresher for longer.

The Cream of Tartar and Ground Arrowroot also contain a delicious free recipe card. The individual sachets

Dr. Oetker Gel Food Colours come in eight gorgeous shades, ranging from hot pink to sunshine yellow, deliver beautiful pastels and bold neon colours, without affecting the consistency of icing.

are great value for the baker who is looking for convenience in a smaller format.

The new Dairygold Baking Block is ready to use straight from the fridge and comes with a measuring guide on-pack for added convenience.

Dairygold

Dairygold has just launched the new Dairygold Baking Block, answering all consumers’ baking needs. Like Dairygold spreads, the Baking Block is made with churned cream, giving better flavour in baking. The baking block is ready to use straight from the fridge and comes with a measuring guide on-pack for added convenience.

Dairygold Baking Block is great for all those family favourites, from delicious light cakes to golden scones and perfect pastry.

The launch of Dairygold Baking Block is being supported with TV, Press, Outdoor and Online advertising campaigns. The above the line campaign will be supported in-store with promotions and below the line activity, driving a successful launch.

Odlums Cake Clubs ODLUMS, Ireland’s iconic baking brand, wants to get the nation baking with their new Odlums Cake Clubs! This brand new initiative provides consumers with the perfect guise to savour some delicious treats while catching up with friends, family or workmates at the same time. Whether they’re complete baking novices or can whip up a masterpiece at a moment’s notice, Odlums Cake Clubs are for everyone.

The first step for consumers is to round up their friends, family, neighbours or co-workers and register their club online at www.cakeclub.ie. They will then receive a welcome pack, including a step-by-step guide to Cake Clubs, top-notch suggested recipes, money off vouchers for ingredients and some all-important Cake Club tools to get them started. Each Club simply picks a day that suits them each week, fortnight or month and at each sitting, a new member gets to showcase their baking prowess (or lack thereof!). It’s the perfect chance to sit back, enjoy some delicious cakes and have a good catch-up!

Odlums have been milling and packing flour in Ireland for over 160 years, helping them become an integral part of Irish baking and cooking for generations. Today, Odlums continue to produce premium flour products for traditional home bakers and novice cooks. Alongside the more traditional products, they also manufacture a popular Quick Range and Oats.

40|Retail News|October 2012|www.retailnews.ie

On the Vine

Old World Values!

Jean Smullen looks at the wines to watch from the Old World big hitters of Spain, Portugal and Italy.

THE most recent figures available indicate that volume growth continued on the Irish wine market during 2011, with overall wine sales to December 2011 increasing by 3.4%, although value sales were flat. In 2011, 9m cases of wine were sold on the Irish market.

New World wines still dominate, though in 2011, the latest year-end figures available, sales of wine from the New World had dropped to 68%, from a peak of 71.4% in 2009. Wines sales from Europe recorded a small increase, up to 32.6% of the total Irish market in 2011, from 28.6% in 2009.

Europe, it seems, is fighting back. Sales of Spanish, Italian, and French wines all showed an increase in 2011. Italy has overtaken South Africa, up from seventh position to sixth, largely as a result of the popularity of Pinot Grigio and Prosecco. Spain has also shown strong growth in 2011 and is now in fifth place, with 9% of the market (Source: IWA, July 2012).

With European wines, it tends to be the region or the wine styles that sells rather than any one individual producer. There may be good recognition for family names such as Antinori or Pasqua but in the main it is the style or region that they identify with.

In Portugal for example, Mateus Rosé is a brand name with very strong

recognition, but most consumers are likely to be unaware that this is produced by Sogrape, who also have a huge portfolio of wines from nearly every region in Portugal, including red, white and sparkling wines.

Spain

Wine making in Spain differs dramatically across the regions, from the temperate Spain of Rioja and Penedes in the North East to the damp Atlantic acres of Galicia in the North West, the stark barren plains of La Mancha in the centre, the high mountainous region of Castille y Leon. Some Spanish DO’s have become household names, such as Rioja and Cava. There are 52 DO’s in Spain, some more significant than others.

Regions to watch out for in Spain include: Galicia: DO Rias Biaxas; Castilla Y Leon: DO Rueda and DO Ribera del Duero; Navarra, Rioja, Aragon: DO Somontano; Catalonia: DO Costers del Segre, DO Priorata, DO Tarragona, DO Penedes; Castilla La Mancha, La Mancha: DO Valdepenas; Valencia: DO Uteil Requena,

DO Jumilla; DO Yecla.

Spanish wine styles vary from the dry white wines of Galicia, made from the Albarino grape, to the full bodied aged styles from Rioja or Navarra. In

Spain, you will also find fruit forward, almost New World style wines, from places like Priorata, or more rustic full bodied wine styles

from Jumilla and Yecla.

The thing about Spain is that it offers enormous variety, innovation and good value at very competitive

Top Producers from Spain Torres (Findlater Wine & Spirit Group) The Torres family have long been pioneers of Spanish wine making. Torres produce an extensive range of wine styles, from the hugely popular Viña Sol and Sangre de Torro to the premium and super premium wines from Ribera el Duero, Priorat, Penedes and Rioja.

Faustino: one of the most popular Spanish wines in Ireland.

Bodegas Faustino (Gleeson Incorporating Gilbeys) Faustino is one of the biggest selling Spanish wines on the Irish market, where it remains hugely popular with the consumer. The range includes: Marques de Vittoria, who have an excellent organic wine from Rioja; Bodegas Portia from Ribera del Duero; Condesa de Leganza from La Mancha; as well as the range from Bodegas Faustino, which includes the Rioja Tinta Faustino VII and the iconic Faustino Gran Reserva Rioja 1999, the premium flagship wine of the group.

Campo Viejo (Irish Distillers/ Pernod Ricard) The first Campo Viejo vintage was made in 1959 when Jose Ortigüela founded a small winery in Rioja. Since then, this Rioja winery has gone from strength to strength and is one of the top selling Rioja wines on the Irish market. From the first wine in the portfolio, the Campo Viejo Tempranillo varietal, through Campa Viejo to the Campo Viejo Reserva and Campo is one of the Viejo Gran Reserva, this is another of Spain’s top selling much loved wines from a region that the Irish Rioja wines in very strongly identify with: Rioja.

Ireland.

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On the Vine prices. This is why Spain as a category is growing so strongly on the Irish market.

Portugal

Like other European countries, Portugal does fare well in terms of the identification of its wine styles. What the consumer does not realise, perhaps, is that Portugal has been demarcating its best wines since the thirteenth century, and had its own appellation controlée system in place almost 200 years before the French.

Some of the better know wine styles from Portugal include Vinho Verde. A low alcohol wine, classic Vinho Verde is bone dry, with crisp apple acidity. Portugal also produces big full bodied red wines from Alentejo, as well as fresh fruity white wines from this region. The Alentejo is where Portugal’s climate finally escapes the

Atlantic influence: think of it as Portugal’s ‘New World’, with the potential to make extrovert, ripe wines with a taste of the sun about them.

The history of Port wine in the Douro is well documented, but the pivotal point for the region is the recent emergence of still wine making. It wasn’t until 1986, when Portugal joined the EU, that the true revolution in wine growing in the Douro region began to emerge. Today, there is a huge increase in the number of small estates who now produce red and white table wine of very good quality.

This is most definitely a Portuguese region to watch!

Italy

The vine has flourished throughout Italy (‘Enotria, Latin for ‘the land of vines’) since recorded history began and numerous indigenous grape varieties continue to produce grapes for a wide

Portugal’s Top Producers Mateus Rosé (Sogrape: Findlater Wine & Spirit Group) The mastermind behind this world-leading brand was Sogrape’s founder, Fernando van Zeller Guedes, who cleverly combined the picturesque qualities of the palace with an original style of label and a beautiful bottle shape to create a unique presentation. The wine itself is another inspired creation, its unique colour and taste pleasing lovers of dry and sweet wines alike. The range now has a very good Mateus Rosé Sparkling Wine, which also sells well on the Irish market.

DJF Vinhos (10 International) Mateus Rosé Sparkling Wine The company owned by José Neiva has sells very well on the strong Rosé brand, Pink Elephant, a the Irish market. new Rosé style from Portugal. The range of Portuguese wines from this producer is quite extensive.

The Douro Boys The ‘Douro Boys’ are a group of premium wine producers from the Douro region who have banded together to collectively market their wines globally. The five wineries are Quinta do Vallado (Searsons Wine Merchants), Dirk Niepoort (Wicklow Wine Company), Quinta do Crasto (Wines Direct), Quinta do Vale Dona Maria and Quinta do Vale Meao.

Top Producers from Italy Canti (Gleeson Incorporating Gilbeys) Canti wines are produced by Fratelli Martini, which was established in 1947 by two young brothers, Secondo and Luigi Martini. The range is quite extensive and includes wines from both Sicily and the Vento region that are well made in a commercial style. Also produced by the group and distributed

by Gleeson Incorporating Gilbeys are the Lo Zoccolaio, La Castelia, La Toledana and Il Cortigiano wines.

Tommassi (Cassidy Wines) Located in the heart of the Valpolicella Classico region, northwest of Verona, Tommassi is a family viticultural firm founded in 1902. It is well know for high quality red and white wines in the DOC region of Verona, such as Soave, Lugana and Pinot Grigio, as well as for the production of the traditional red wines of the region such as Amarone, Valpolicella Classico Superiore and Ripasso della Valpolicella.

Masi (Findlater Wine & Spirit Group) If a name can be synonymous with a wine region then it has to be Masi, one of the driving forces in Valpolicella. Masi specialise in the making of Amarone and Recioto wines and have developed a range of ‘Super Venetian’ wines such as Masianco, Campofiorin and the Serego Alighieri wines, which have become a benchmark for the region.

Antinori (Findlater Wine & Spirit Group) Another great Italian wine dynasty, the Antinori famly have been winemakers in Florence since 1835. Their ‘Super Tuscans’ include Tignanello, Sassicaia Ornellaia and Solia.

They also have a range of well priced reds, including Santa Cristina le Maestrelle Toscana IGT, and whites such as Santa Cristina Umbria.

range of individual and attractive wines.

Although usually considered a Mediterranean country, Italy varies in climate and topography, from the snow capped Alps in the North to the sun baked coasts of the South.

Two wine styles dominate the Italian category at the moment, the popular white wines made from the grape Pinot Grigio, and Prosecco, a sparkling wine from the region of the same name.

However, there are many other key wine regions in Italy that hold much appeal for the Irish consumer.

These include the wine styles of the Veneto region: the big DOC names from this beautiful, varied and prosperous zone, such as

Valpolicella, Bardolino and Soave. The regal Barolo and Barbaresco hail from the Piedmont region.

Meanwhile, Chianti is still the dominant focus in Tuscan viniculture. It is the great wine of the central Tuscan hills and the delimited areas stretches from south of Florence to north of Siena in what is today the Classico district.

Southern Italian wine regions have been more noted for quantity than quality. Much of the wine used to be consumed locally.

Many improvements have taken place in recent years and better quality wine is now being produced.

Regions to take note of as up and coming are Campania, Puglia, Basilicata, Calabria, Sicily and Sardinia.

42|Retail News|October 2012|www.retailnews.ie

Drinks News

Casa Bacardi at Electric Picnic CASA Bacardi brought some Latin Spirit to this year’s Electric Picnic Festival, held in Stradbally, Co. Laois. Some well-known faces were spotted soaking up the atmosphere at the Bacardi party, including Laura Whitmore, Aoibhin Garrihy, Cian Healy, Holly Carpenter, Andrea Roche, Miriam O’Callaghan and Glenda Gilson.

Everyone was kept entertained by the eclectic mix of DJs, including legendary New Yorkbased French DJ, Francois K, criticallyacclaimed UK musical duo, The 2 Bears, Nottingham’s favourite Disco House/Electronica specialists, Crazy P, and Norwegian ‘space-disco’ DJ, Prins Thomas. To mark 150 years of creating legendary cocktails, Bacardi had its expert bartenders on hand to serve up the latest and most refreshing cocktails. Pictured at Casa Bacardi are celebrity chefs Ross Lewis and Derry Clarke.

Irish Craft Beer Festival Success THE Irish Craft Beer Festival, held recently in the RDS, Dublin, was a roaring success. Over 5,000 attendees enjoyed sampling a variety of Irish craft beers, whilst being entertained

by local musical acts and feasting on Irish artisan food. Co-founder, Seamus O’Hara (Carlow Brewing Company), said, “We were absolutely thrilled with the turnout at this year’s festival, with almost double the attendance figures of last year.” The final event of the first ever Irish Craft Beer Week, the Irish Craft Beer Festival was aimed at showing support and on-going commitment to craft beer drinkers and fans.

Carling Launches New Campaign MOLSON Coors has launched the second phase of its biggest ever all-Ireland marketing campaign for Carling. Pubs across Ireland and Northern Ireland are pushing out the ‘Have The Next One On Us’ promotion, as part of Carling’s ‘Brilliant Refreshment Guaranteed’ campaign which was unveiled earlier this year. The multiplatform campaign comprises online, radio, print and outdoor advertising, boosted by strong PR support. The objective of the ‘Have The Next One On Us’ promotion is to encourage pub-goers across the Island of Ireland to experience the ‘Brilliantly Refreshing’ Taste of Carling and spread the word to their friends.

Guinness: Made of More

DIAGEO have announced details of a new Guinness multimedia advertising campaign that will run in both Great Britain and Ireland. The new creative campaign reinforces the brand positioning, ‘Made of More’, and features a TV advert entitled ‘Cloud’ (pictured), as well as a print and digital campaign. Created by AMV BBDO, the campaign celebrates the attitude shared by the brand and its drinkers, getting more out of life by putting more in. “The idea of something being made of more is one that really reflects a shared attitude Guinness has with its drinkers, who love the distinctive look and taste of Guinness and aspire to get the most out of every aspect of their lives,” said Nick Britton, Guinness Senior Brand Manager.

Beam Launch Halfway Day ON September 17, Beam’s Irish whiskey graduates launched a campaign in the US called Halfway Day, a celebration of the halfway mark to St. Patrick’s Day 2013. To promote this new holiday, the Irish graduates hosted Halfway Day events in major cities across the country, including Boston, Chicago, New York, Philadelphia and San Francisco. At participating locations, consumers could capture their Halfway Day memories with the “Kilbeggan Cam” and sample specially designed Halfway Day Cocktails. Kilbeggan Irish Whiskey partnered with FunnyOrDie.com, the comedy video website set up by Will Ferrell, to create a video announcing the arrival of Halfway Day and encourage participation in the campaign. To view the video, visit HalfwayDayMovie.com.

www.retailnews.ie|October 2012|Retail News|43

Drinks News Tipperary Partners with FAI TIPPERARY Water has been announced as ‘Official Mineral Water’ to the Football Association of Ireland. Over 100,000 bottles of water will be consumed over the course of the sponsorship and Tipperary Water Coolers have already been installed in the FAI Headquarters in Abbotstown. As a partner to the FAI, Tipperary Water is entitled to have the FAI logo displayed on non-sports bottles, as well as having the Tipperary Water logo on the FAI website. Part of Tipperary’s distribution fleet will also be branded with the FAI logo, and will be visible around the country. Tipperary Water will develop a range of marketing activities to include in-store promotions in the multiples and symbols to leverage the sponsorship. Marie Cooney, Director, Tipperary Water, is pictured with Irish international players Simon Cox, Keith Andrews and Robbie Brady at the announcement.

Bulmers and FMI Sign Fruitful Deal BULMERS Ltd have awarded a one-year rolling contract to Field Management Ireland Ltd (FMI), to manage sales and implementation for the Irish cider brand within the multiple grocery sector, creating 25 part-time jobs at FMI. “Considering central distribution has now spread so widely across the grocery sector, FMI offers a highly flexible, quality solution for both our brand and also our customers’ needs,” noted Michael Merrins, Managing Director at Bulmers Ireland. “The FMI model of using localised sales executives ensures that our reach and frequency in stores is maximised. From our customers’ viewpoint, our range and availability is optimised, all of which can only be better for business.” Michael Merrins is pictured with Charley Stoney, Managing Director at FMI, who noted how FMI were “delighted to win a contract which challenges us to optimise sales and service with Bulmers’ multiple customers. Our goal is to work with those customers to deliver outstanding visual impact in-store and to help maximise sales.”

Record Numbers for Jameson Graduate Programme IRISH Distillers Pernod Ricard have recruited the largest number of entrants to the Jameson Graduate Programme since the programme began in 1991. A total of 35 graduates will be allocated to various global markets across five continents, including Europe, Asia, North America, South America and South Africa, where they will work as a Jameson Brand Ambassador for one year. There are currently 65 former graduates working across the Pernod Ricard Group and opportunities exist to continue a career within the company, with a 50% graduate retention rate after three years. Current International Brand Development Director for Irish Distillers and former Jameson Programme graduate, Simon Fay is pictured with the 35 graduates.

Bacardi Becomes World’s Most Awarded Spirit AS well as celebrating its 150th anniversary this year, Bacardi Rum is also marking another milestone as it is the world’s most awarded spirit, having garnered more than 550 awards, accolades and recognitions from around the world.

Bacardi won its first award at the 1876 Centennial Exhibition of the World’s Fair in Philadelphia, the first of several World’s Fair Gold Medals and awards for the legendary brand.

During its 150th year, the iconic Bacardí rum portfolio surpassed 550 awards for quality, taste and innovation, making it the most awarded rum in the world and the most awarded spirit of all time, outscoring all other spirits: rums, whiskies, bourbons, brandies, cordials, liqueurs, gins, tequilas and vodkas.

Tullamore Dew Visitor Centre Opens MINISTER of State for Tourism and Sport, Michael Ring TD, and William Grant & Sons CEO, Stella David are pictured at the official opening of the new Tullamore Dew Visitor Centre in Tullamore. The new Visitor Centre is the culmination of a multi-million euro investment by brand owners William Grant & Sons and more than eight months of intensive work on the site. Set in the original 19th Century bonded warehouse for Tullamore Dew, the new Visitor Centre is expected to attract over 40,000 people annually, making this a premier tourist attraction for both Tullamore and the Midlands.

Cork Wine & Craft Beer Fair CORK wine merchants O’Donovan’s have announced details of the 12th annual Cork Wine Fair, which takes place on November 21 from 4-9pm in the Kiltegan Suite of the Rochestown Park Hotel, Rochestown, Cork. 400 Wines from a worldwide network of suppliers will be showcased at the event, as well as a host of Irish and international craft beers. There will also be a number of Wine & Craft Beer Master Classes. Tickets, priced €10, are available from any of the 16 O’Donovan’s branches in Cork City and County, with all proceeds going to the Cork Simon Community. For more information, contact, Deirdre O’Rourke on 021 4296060.

The Irish Grocers Benevolent Fund helps those in the trade who have fallen on hard times Show your support and join us at our annual IGBF Christmas Lunch on Friday 7th December 2012 in the Burlington Hotel, Dublin 4.

Name: Email: Company Name & Address:

Mobile:

Tel:

Please reserve table(s) of 12 at €2,400 per table (Individual tickets may be purchased at €200 per ticket). Please reserve tickets.

I enclose full payment of: (Cheques should be made payable to the ‘Irish Grocers Benevolent Fund’). Please forward booking form and payment by 23rd November 2012 to: Michelle Thorton, Hotel Solutions, Unit 1A Village Court, Lucan Village, Co. Dublin. Tel: 01 628 0111 Fax: 01 628 0087 email: michelle@hotel-solutions.ie Tickets will be issued on a first come, first served basis so book early to avoid disappointment.

www.retailnews.ie|October 2012|Retail News|45

Market News Centra Tickled Pink CENTRA customers may notice things are a little different when they pop into their local store to pick up some milk this month, with the launch of a limited edition pink milk carton in aid of Action Breast Cancer. The 1 litre low fat milk carton will be sold across Centra’s 460 stores nationwide for a limited period of time. The initiative will see Centra donate €5,000 to Action Breast Cancer from the sale of the pink milk cartons. Funds will go towards providing advice and support to those suffering from breast cancer.

See www.centra.ie or www.facebook. com/CentraIreland for more information.

Ben & Jerry’s Vermonster NEW Ben & Jerry’s Vermonster is here to tickle the autumnal taste buds with mouth-watering maple syrup ice cream, caramelised pecans and scrumptious caramel swirls. Irish flavour fans will be scooping, skimming and digging their way through The Vermonster’s creamy goodness, as it joins its band of Fairtrade brothers such as Cookie Dough, Phish Food and Chocolate Fudge Brownie. Vermont is the American state where it all started for Ben & Jerry’s, back in 1978, and today, Vermont is famous for two sweet treats: Ben & Jerry’s ice cream and maple syrup. Ben & Jerry’s bet you can taste the authentic, homemade goodness of every drop of syrup used in The Vermonster!

Best Thing Since Sliced Bread?

GOOD news for those looking for a tasty, low fat and nutritious high fibre bread, that will give your body, heart and mind a daily boost. Brennans bread is continuing its innovation in the Irish market with the launch of Brennans Chia Wholegrain – a delicious low fat, wholegrain bread, with no added sugar and packed with Chia seeds. Brennans Chia Wholegrain is also an excellent source of Omega 3. Chia, a tiny seed used by the Aztecs for centuries as a super food, is the highest known plant-source of the essential fatty acid, Omega 3: it is high in fibre, both soluble and insoluble, an excellent source of antioxidants and it is a complete protein, containing all eight essential amino acids. Chia seeds are also gluten-free, sugar free and non-GMO, as well ascontaining a high content of minerals such as Calcium, Magnesium, Phosphorus and Iron.

Folláin Wins €200,000 Love Irish Food Award FOLLÁIN has won the Love Irish Food Brand Elevator Award, in association with Independent Newspapers.

The company, based in rural West Cork, beat off competition from 66 other companies to win a €200,000 advertising campaign from Independent Newspapers. Speaking on the announcement, Kieran Rumley, Executive Director of Love Irish Food, described Folláin as “a true inspiration to any food manufacturer starting a company in these times; their commitment to the local community and Irish heritage in an extremely competitive sector is of huge credit to them. I have no doubt that the advertising campaign through Independent Newspapers will really catapult them onto the next level and I look forward to watching their future success.”

Launched in June, the Love Irish Food Brand Elevator Award in association with Independent Newspapers aims to recognise the significant impact food and drink manufacturers have had on this country and to encourage further consumer support for Irish brands.

Flahavan’s Porridge Week PICTURED during Flahavan’s Porridge Week are Ava O’ Mahony (4) and Kai Galvin (5) showing families the smart way to start the day. With 14% of Irish children still going to school without eating breakfast (Source; Health Behaviour in School Aged Children Survey), Flahavan’s want to highlight the importance of a healthy breakfast, such as a bowl of porridge, to set you up throughout the day. “Research shows that hunger impairs a child’s ability to learn and eating breakfast can help to enhance a child’s alertness memory and comprehension,” noted John Flahavan. “This is of course in addition to all the other benefits of a warm bowl of porridge. Consumers know that porridge is 100% natural, with no additives or added sugar. It is naturally low in calories and salt and is a source of fibre. A bowl of porridge keeps you feeling full for longer and provides the energy needed to keep you going until lunchtime.”

Truly Irish Highlight Pig Crisis TRULY Irish Country Foods have unveiled another innovative marketing campaign with this clever comic strip depicting the current pig crisis. The comic strip was developed to highlight the impact that foreign imported pork is having on the Irish pig industry.

The stark truth is that farm gates are being forced shut as farmers are struggling to pay increased feed bills while inferior quality imported pork floods the market. “Irish pork cannot compete with the lower prices, even though Irish pork has a trusted reputation of being higher quality and better welfare. If people don’t come together and support the Irish pig industry, it will cost us 8,000 Irish jobs, something which we cannot afford to lose,” noted a spokesperson from Truly Irish.

46|Retail News|October 2012|www.retailnews.ie

Shelf Life THE Stonehouse IGBF Golf Day, held in The Heritage Golf Resort recently, was a great success, raising €43,000 for the Fund. The winning team, for the second year in a row, was from Four Aces.

Pictured are Brian Dolan, Gala Tullamore; Tom Shipsey, CEO, Stonehouse; Liam Linden and Pascal O’Brien from Four Aces; and Pascal Bergin, Gala Cullihill.

THE country’s largest fuel and convenience retailer, Topaz, has launched a major new advertising campaign which focuses on the excellence of the company’s coffee offering. ‘Your Coffee, As You Like It’ is the new tagline of the initiative. Topaz sells over 4.2m cups of its Fairtrade coffee every year. Model and actress Vivienne Connolly was on hand for the launch of the new campaign at Topaz Dublin Port recently.

IRISH farmer’s collective, Truly Irish Country Foods, are rumoured to be in talks to buy Olhausen, the meat processing plant that closed earlier this month.

Olhausen, which was in business for 126 years, is wellknown as a producer of sausages, puddings, bacon and pork products under the brand names Olhausen, Byrne’s and Kearn’s. Truly Irish Country Foods declined to comment about the rumoured acquisition of Olhausen’s when we contacted them.

THE 2012 Boyne Valley Honey Days campaign takes place throughout October, with hundreds of volunteers and supporters across the country selling mini Boyne Valley Honey Pots for €2 and Boyne Valley Honey Lollypops for €1. Boyne Valley Honey has supported Honey Days for the past 16 years and has raised over €3m for the charity in this time. “Boyne Valley Honey is very proud to support the DSI in this annual campaign. The work of the fundraising team and the volunteers around the country is vital in raising much needed funds for early interaction and education programmes,” said Jennifer Richards, Marketing Director of Boyne Valley Foods, pictured (second from left) with Kathleen Fitzsimons, DSI, TV3’s Martin King and Niamh Lynch, Boyne Valley.

KERRY Group are to establish their flagship global technology and innovation centre in Ireland, with an investment of €100m. Describing it as “perhaps the most significant investment ever in the Irish Agri Food industry”, Minister for Agriculture, Food and the Marine, Simon Coveney TD noted how the move was “proof that the agrifood sector can be central to rebuilding the Irish economy”.

DAIRYLEA has decided to break the processed cheese mould by launching a brand new Dairylea, made from all natural ingredients.

The new all natural ingredients recipe is the culmination of two years of work by Kraft’s R&D experts. The team tested more than 20 different ingredients and more than 100 different combinations to create an all natural ingredients Dairylea formula, without changing the much-loved taste and texture. The new recipe consists simply of milk, cheese and butter with concentrated lemon juice (from fresh lemons of course) and sodium carbonate (commonly known as baking powder) to hold all of the ingredients together to make a spreadable, creamy cheese.

FINDLATER Wine & Spirit Group has announced the appointment of Michael Foley as Marketing Director. Michael has joined Findlaters from Curves International Inc. where he was International Marketing Director. Prior to his time with Curves, he had a long and successful career as a senior marketing executive with Diageo.

SCA has been named one of the world’s most ethical companies by the American Ethisphere Institute for the fifth year in a row ”SCA’s track record in ethical business practices and sustainability work is a business differentiator that strengthens our competitive advantage,” said Jan Johansson, President and CEO of SCA. “Our ambitious work in this area makes us more attractive for customers, consumers and investors, and also generates considerable savings.”

MOLSON Coors has announced the appointment of Simon Cox, currently Managing Director, Independent On-Premise and Wholesale, to the role of Managing Director, Molson Coors (UK & Ireland). As Managing Director of the UK & Ireland business, Simon is also appointed to the Executive Committee of Molson Coors Europe, led by CEO Mark Hunter. A Master Brewer with more than 23 years’ extensive international experience in the brewing industry, including in Denmark, Vietnam and China, Simon has held key leadership roles in sales, strategy and supply chain.

KRAFT Foods has changed its name to Mondelez International.

Mondelez International, Inc. (NASDAQ:MDLZ) is commemorating its launch as a new company with events at its sites including Ireland and the UK. The celebration is part of a worldwide event involving around 100,000 Mondelez International employees across more than 80 countries and 300 offices, research and development facilities, distribution centres and manufacturing sites.

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