Retail News April 2007 by Retail News

April 2007

RN April07Contents ●

■ inside view

Tips for the Top Have you noticed a change in the nature of your work, whereby you are now working harder and putting in longer hours, only to make less money than just a few years ago? If so, you’re not alone, but there are simple but effective methods of increasing your bottom line. In this month’s RETAIL NEWS, our regular News Rack columnist, retail consultant Karen Meenan begins a new series of articles that are guaranteed to save you money and help you to make real profit as a retailer. None of Karen’s tips are ground-breaking, but they all involve taking a common sense approach to retailing, making your business work for you. In the first of her Top Tips, Karen argues that correctly reading and checking invoices from your newsagency suppliers on a weekly basis could save you up to €500 in a single week (Page 22). Also in this issue, we examine the changing face of the deli (Page 36), where customers are increasingly trading up to premium products and are unwilling to sacrifice convenience for taste or well-being, while wine correspondent Jean Smullen investigates the increasing quality and popularity of New Zealand wines (Page 18), and Carmel Linnane looks at the whole area of franchising, advising on the pro’s and con’s (Page 46). We also profile the continued rise of organic food and drink products (Page 58), one of the most dymanic growth areas in the Irish retail sector. Meanwhile, in our News section (Page 4-8), Chief News Reporter Pavel Barter hears both side of the debate over alcolhol sponsorship of sporting events, and Paul Kelly, Director, Food and Drink Industry Ireland, welcomes the growth of R&D in the Irish food sector. Kathleen Belton, Editorial & Marketing Director.

“Celebrating 50 years serving the Irish grocery trade.”

Subscription to Retail News: €110 plus VAT Managing Director: Fergus Farrell Editorial & Marketing Director: Kathleen Belton, email: kathleenbelton@tarapublishingco.com Editor: John Walshe

johnwalshe@tarapublishingco.com

Chief News Reporter: Pavel Barter

Wine Correspondent: Jean Smullen

Financial Correspondent: Carmel Linnane

Advertising Manager: Aaron Stewart

Advertising Executive: Caoimhe St. John

T A R A Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2. Tel: (01) 2413095. Fax: (01) 2413010. ISDN: 01 2413050 Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Origination by: Rooney Media Graphics

Printed by: Future Print

RN April07Contents ●

Contents News 4 Report calls for end of

line with consumer demands.

alcohol sports sponsorship; Londis’ new corporate HQ.

Money Matters 46 Carmel Linnane looks

5 Workplaces comply with

smoking legislation.

6 New developments in seafood packaging; Food and drink R&D growing.

7 CSNA breakthrough on box-outs; Repak’s new recycling initiative.

8 Waste recycling company granted plant license; Potatoe contributing €400m to farm output; Homestead to raise €500,000 for hospital.

Shop Profile 14 Fergal Rafferty recently opened a SPAR convenience store in Galway City, after almost a decade working with BWG Foods.

On The Vine 18 Jean Smullen investigates the growth in popularity of New Zealand wines.

News Rack: Increasing Your Profit 22 In the first in a new series of articles, retail consultant Karen Meenan argues that not checking your newsagency invoices on a weekly basis could be costing you a small fortune.

at the advantages and disadvantages of franchising.

Organic Food & Drink 58 We profile the organic sector, one of the most dynamic growth areas in your store.

Forecourt Focus 66 Robert Harte’s brand new Mace forecourt store in Ennis has adopted the group’s impressive new image.

Shelf Life 80 All the latest news and

Regulars 10 Industry News 16 Drinks News 77 What’s New 78 Update

gossip from the trade.

Sectoral Reports 28 Ice Cream 50 Yellow Fats & Spreads

Deli 36 Your deli counter is

54 Oils

doubtless very different to the way it was just five years ago. We examine the changing face of the deli, in

68 Oral Care

62 Juice 72 Personal Care

RN April07News ●

Report Calls for End of Alc A cross-party report linking high-level alcohol promotions with alcohol abuse in Ireland has been rejected by the Drinks Manufacturers of Ireland (DMI) for “not concluding anything in particular.” The report, which was drawn up by the Joint Committee on Arts, Sport, Tourism, Community, Rural and Gaeltacht Affairs, states that people are being exposed to alcohol brands from an early age through promotion of large sports and cultural events, contributing to the rise in bingedrinking culture. However, Rosemary Garth, DMI Director, told RETAIL NEWS that the report “does not provide conclusive evidence to support the recommendation that sporting institutions should look elsewhere for sponsorship. The report uses a lot of outdated material and it does not provide any new research or evidence that has not already been looked at. The report was poor in its analysis and did not conclude that alcohol sponsorship leads to alcohol misuse.” Committee chairwoman, and Donegal North East TD, Cecilia Keaveney, begs to differ. In her forward to the report, Keaveney stated that the report described “the insidious role that alcohol and its advertising and promotion plays in our national lifestyle”. In an interview with RETAIL NEWS,

Keaveney asked, “What starts a young person drinking or smoking? Sponsorship of sporting events equates sports with drinking – especially large-scale events such as Six Nations Rugby, Carling Soccer or Guinness Hurling. In Croke Park, or any other stadium, you cannot segregate age groups. We Is alcohol sponsorship of sporting events soon to become a thing of the past? want to keep children free Europe. The report points out that the first from alcohol [advertising] until they are Guinness All Ireland Hurling 18 so they can make an educated choice.” Championship took place in 1994, followed Amongst the research collated in the by the Heineken Cup (rugby) and report was a 2006 survey on alcohol adverCarling’s soccer sponsorship: “Sponsorship tising by Turas: “Of the 28% that stated deals of this type give in-depth exposure they were encouraged to try a particular through event naming, product placement, drink next time they were out, all of the sport commentary… Alcohol sports sponrespondents were aged between 14 and sorship… attracts young males – the 17”. Behavioural studies in the UK were groups most likely to be high risk and also cited, revealing that 88% of 10-13 year heavy drinkers.” olds and 96% of 14-17 year olds were Cecilia Keaveney continued: “You can aware of alcohol advertising, and 76% of not say that there is not some sort of link. those could identify three or more adverts Yes, the economy improved and there was when the brand name was masked. more disposable income, but companies The report draws a correlation would not choose to continue sponsorship between sport sponsorship and the rise in – up to €100m [is anticipated] in 2007 – if binge-drinking. From 1992 to 2002, it did not attract people to their brands. Ireland’s alcohol consumption rose by They focus on the sporting events, because 41%, leading to the highest increase in

Londis’ New Corporate HQ ADM Londis have announced a €6m investment in a new 20,000 square feet corporate headquarters at Johnstown, Naas, Co. Kildare. The headquarters will be built alongside the company’s existing 80,000 square feet Warehouse & Distribution facility, which will also undergo a 10,000 square feet expansion as part of the development project. The Group has experienced rapid growth in the last few years and the new corporate headquarters and 90,000 square feet Warehouse & Distribution facility will support the 350 independently owned Group stores nationwide. The company’s 100 head office staff will be in place at the new headquarters by the end of October 2007. 4

“There are obvious advantages in having all of our support services on a single site,” noted Stephen O’Riordan, Joint CEO, ADM Londis, “including the accessibility of the Johnstown location for our nationwide distribution network. This announcement ensures that ADM Londis is well positioned for future growth.”

Gerry McIntyre, Managing Director, M&P Construction Ltd; is pictured with Stephen O’Riordan and Paddy McGarry, Joint CEOs, ADM Londis plc.

RN April07News ●

ohol Sports Sponsorship that is where they get the biggest crowds.” However, Rosemary Garth dismissed these claims. “You can list a myriad of events that happened at the same time, but in no way do they prove that one is connected to the other. That is the crux of the issue. The Committee assert that advertising or sponsorship leads to increased consumption of that product, but it is clearly not the case. The beer category has the most advertised products in Ireland, but sales of beer are declining. However, sponsorship is very important for the drinks industry, as well as for sporting events and other activities in Ireland.” While the Committee recommends controls on alcohol sponsorship and promotion, it does not call for an outright ban on such advertising and instead asks the government to treat alcohol abuse as a health issue. Last year, the Committee released a report calling for alcohol to be brought under the National Drugs Strategy due to the impact of alcohol abuse on Irish communities. Rosemary Garth reacted to this claim with concern: “While alcohol misuse is a problem, we do not believe that alcohol and drug misuse are the same thing. Drugs are an illegal substance, whereas alcohol is not. Alcohol, when consumed in a moderate amount, does not cause any harm. They require different approaches.

It is dangerous to bunch them together in a one size fits all strategy. In our view, that will not solve the problem.” At present, alcohol advertising and sponsorship in Ireland is subject to a Voluntary Code, introduced in 2005 by DMI, the Association of Advertisers in Ireland, and representatives of the media. The Code covers both the content and the placement of alcohol advertisements. The Monitoring Body consists of representatives of the Health Promotion Unit of the Department of Health and Children, the Broadcasting Commission of Ireland, the Drinks Industry Group of Ireland and the Advertising Standards Authority. “Personally, I think that the Voluntary Code is only working to a certain extent,” said Cecilia Keaveney. “There is evidence in the report that the Code does not work.” However, Rosemary Garth disagreed: “The industry is aware that there can be dangers around alcohol misuse, particularly amongst younger people, and that is why the industry has adopted strict rules and regulations in regard to how sponsorship in particular should be carried out. “The report was written as if those Codes were not in place. It says that the drinks industry breaches the codes. But over the last two years, zero complaints over alcohol advertising were upheld. The Committee assert that self-regulation

Rosemary Garth, Director, Drinks Manufacturers of Ireland.

does not work when evidence is completely to the contrary. We are aware that there are alcohol misuse problems, but that is why rules and regulations are in place.” The argument over alcohol sports sponsorship is certainly nothing new. In November 2003, then Minister for Health and Children, Michael Martin, called for a ban on alcohol sponsorship for events that included under 18’s. The government subsequently shelved the plan in favour of the aforementioned voluntary advertising Code. The drinks industry Code uses audience profiling, refusing alcohol advertising at events where 33%+ of the audience are under 18.

Workplaces Comply with Smoking Legislation IN 2006, 95% of workplaces were compliant with smoking ban legislation, according to the Office of Tobacco Control’s (OTC) Annual Report. According to the report, out of 32,012 Environmental Health Officer inspections, only 35 cases for offences under the Public Health (Tobacco) Acts were brought in 2006: 31 of the cases were in respect of licensed premises, three related to taxi companies and one involved a bus driver. Speaking at the launch of the report, Minister of State, Seán Power TD, said that the ongoing success of smoke-free workplaces has led the momentum towards smokefree workplaces across Europe and beyond. Northern Ireland is to introduce the law at the end of April 2007.

Pictured are Seán Power TD, Minister of State at the Department for Children and Health; with Eamonn Rossi, Chief Executive, OTC (right) and Dr Michael Boland, Chairman, OTC.

RN April07News ●

New Developments in Seafood Packaging

Food and Drink R&D Growing

IRISH researchers have developed new seafood packaging that informs customers when the product spoils. The technology was developed by a team of scientists at Dublin’s Adaptive Information Cluster (AIC) and has been tested in collaboration with the country’s biggest seafood producer Oceanpath Ltd, Howth, and supermarket Superquinn (who invested in the technology) where seafood makes up 2% of all sales. A spokesperson for Superquinn explained the technology to RETAIL NEWS. “The smart packaging is based on a sensor spot inserted within the pack that changes colour from yellow to orange/red in the presence of basic volatiles responsible for the characteristic ‘rotten fish’ odour of spoiled seafood. The colour change occurs because the sensor contains a pH sensitive dye that responds like litmus paper to the basic volatiles. “Although the colour change can be seen with the naked eye, a low cost portable colour scanner has also been developed as a means of quantifying the colour change under everyday conditions. The sensor can be located on an internal adhesive label or encased in a small plastic holder, punched through the covering lid, which has five hollow barbs to allow the sensor to access the pack atmosphere from the outside, while preserving the package integrity. Results have shown that the sensor colour change indicates the end of product shelf life, changes in freshness parameters and growth in microbial population.” AIC, an initiative involving researchers from UCD and DCU funded by Science Foundation Ireland, worked on the technology in collaboration with the Marine Institute, Teagasc-Ashtown Food Research Centre and BIM. Production trials were carried out in Dublin and DCU owns the patent. Ken Ecock, Director of Oceanpath (Superquinn’s seafood partner), told RETAIL NEWS that “Superquinn are constantly looking for innovative ways to pack fish, so we always work on new innovations, whether it is something that launches or not. This new packaging has a unique selling point because it is of added benefit to customers. It definitely has the potential for serious innovation.”

INVESTMENT in food and drink R&D increased by 10% to €1.33bn in 2005, and is predicted to rise by another 17% to €1.56bn when 2006 figures are completed, according to the Department of Enterprise. “Historically, Irish research and development has been low in percentage terms,” Paul Kelly, Director, Food and Drink Industry Ireland (FDII) told RETAIL NEWS. “Even Europe, in global terms, is low compared to the likes of US and Japan. The Lisbon Strategy for 2010 aimed to increase the GNP percentage of spending on R&D. In Ireland, there was significant investment in the last National Development Plan, and even more in the most recent one.” NDP 2007-2013 funding for the food and drink sector covers numerous areas. A total of €5,922bn will be spent on Science, Technology and Innovation over the course of the Plan. €641m (11%) is allocated to the Agri-Food Research Programme. This includes funding for Teagasc research activities (to include capital expenditure on an animal science centre, functional food laboratories, clinical trials facility and nutraceutical research facility), and DAF Agriculture and Veterinary Laboratories. €8bn will be spent on Agriculture and Food Development over the Plan, with €289m allocated to capital infrastructure and marketing in the food industry, and €1,711m allocated to Agricultural and Forestry Competitiveness (including funding to raise participation in the Beef Quality Assurance Scheme to 30,000 farms by the end of 2008, as well as the establishment of a Lamb Quality Assurance Scheme). “We need to invest more and the State will have to get more involved in

Paul Kelly, Director, Food and Drink Industry of Ireland.

the long term (while the companies will be looking at it from a more short term or commercial basis). We are seeing more competitive research and part funding in private research facilities,” said Paul Kelly. According to Kelly, there are numerous areas of R&D attention in Ireland. These include dairy ingredients - Glanbia and Dairygold both run innovation centres – and Dawn Farms in Naas have invested in a meat science centre. “Commercial innovation in consumer drink and food is fast moving and all about new product development,” he said. What impact does increased food and drink investment have on the retailer? “Dairy ingredients are a couple of stages removed from the final consumer product, and the Kerrys and Glanbias of this world sell very sophisticated solutions to other food processors,” Kelly noted. “Food manufacturers try to anticipate and react to consumer and retail demands. There is obviously a commercial relationship between many food companies and retailers.”

Retail Pays the Price PAY for retail shop assistants and cashiers remained stagnant or declined last year, according to a new survey by the Small Firms Association. The SFA’s report - which covered over 800 companies that each had 50 employees or

less – was out of tune with the 5% increase in average earnings in the sector. The survey also found that the annual leave averages at 21 days, while working hours fall between 37.5 and 39 hours a week.

RN April07News ●

CSNA Breakthrough On Box-Outs THE Convenience Stores & Newsagents Association (CSNA) has called for a written framework of “understandings and undertakings” amongst suppliers and newsagents that will “eradicate past skewed practices”. The proposed News Industry Service Standards Agreement seeks “agreement on supply, delivery, box-outs, promotions, producer responsibility, handling charges, carriage rates, bonds/guarantees, order amendments and advance notice of changes to suggested supplies.” Newspread, one of the country’s two newspaper and magazine distributors, has expressed its willingness to be party to the News Industry Service Standards Agreement, and Vincent

Vincent Jennings, CEO, Convenience Stores & Newsagents Association.

Jennings, CEO of the CSNA, has written to the NNI, the Regional Newspapers Association of Ireland and the PPAI, inviting them to a pan-industry forum to develop this written framework. “The reason so many retailers have reduced the shelf space devoted to news and magazines is due to the disproportionate amount of headaches the news department gives to their businesses,” noted Jennings, who went on to warn publishers that “the Irish retailer gives a unique opportunity to Irish publishing houses to stock, promote and sell their titles. It would be foolish for them not to appreciate the advantages of embracing the proposed Agreement.”

Repak’s New Recycling Initiative REPAK have developed a new programme in order to reduce the environmental impact and waste costs that are derived from packaging. The Packaging Waste Prevention Programme, created alongside the Environmental Protection Agency (EPA) and the Department of the Environment, Heritage and Local Government, will continue Ireland’s impressive track record in recovering and recycling packaging waste. In 2005, 60% of packaging waste was being recycled – a leap from 15% in 1998. Darrell Crowe, Repak Marketing Manager, told RETAIL NEWS that the programme intended to promote best practice and slow or stem the tide of packaging growth. “Unfortunately, we’re not unique in this situation,” he said. “It has been proven throughout Europe that waste growth is inextricably linked to economic activity. This programme is about trying to prevent over-packaging wherever possible.” According to Crowe, small independent retailers can benefit from reduced packaging. The more secondary or tertiary packaging around goods, the more volume of material is sent for recycling, and the more retailers must spend on packaging waste. “Anything we can do to take out excess packaging is welcomed,” Crowe noted. Dick Roche TD, Minister for the Environment, Heritage and Local Government, launched the first Repak

Pictured at the Launch were Dr Gerry Byrne, Chairman of the National Waste Prevention Committee and EPA Programme Manager; Andrew Hetherington, CEO of Repak; and Minister for the Environment, Dick Roche TD.

Packaging Prevention and Minimisation Seminar at Enterprise Ireland, saying: “Consumers are becoming more environmentally conscious. They want to see less packaging on supermarket shelves and in their shopping baskets.” However, Darrell Crowe is not so sure. “Consumers will tell us that they want less packaging, but do they really? From a retailer and consumer perspective, multipacks sell. Consumers make clear packaging decisions. They want single serve yogurts, rather than five portion sizes in a single bottle. They purchase bottled water when they could just as easily get it from the tap. Manufacturers are not in the business of over-packaging for the sake of it.”

Excessive packaging remains integral to many products, suggested Crowe. “For example, 70% of Easter Eggs are given out as gifts so the packaging is integral. Packaging is part of the delivery of a product in a saleable, usable format, and is also used to communicate benefits and branding of a product.” Nevertheless, the programme promises to introduce best practice, forcing manufactures to question the need for the likes of non-display plastic in a package. “We are trying to get people to reevaluate and re-think their own packaging, test the viability and try to go lighter, even if it means cutting down on an excess of delivery palettes,” noted Crowe. 7

RN April07News ●

Waste Recycling Company Granted Plant License MICHEÁL Martin TD, Minister for Enterprise, Trade and Employment, has welcomed the award of a “Category 3 Intermediate Plant License” to Enterprise Ireland client company Food Surplus Management (FSM), making them one of the first companies in Europe to receive the license. The licence permits FSM to recycle packaged waste food into products for the pet food, animal feed, technical and bio-fuel industries. FSM, supported by Enterprise Ireland, have constructed a new state of the art food processing facility at Trim, Co. Meath. Making the announcement, the Minister said:“There are significant opportunities for Irish companies in all areas of

waste recycling. Food Surplus Management is an excellent example of an Irish company providing an innovative solution to address the problem of packaged food waste. “Recycling waste food is an extremely beneficial activity from both a business and environmental perspective. FSM create value-added products for sale in international markets by providing the Irish manufacturing, wholesale and retail food sector with an EU compliant solution for handling high quality packaged waste food.”

Pictured at the opening of FSM’s state-of-the-art food processing facility at Trim, Co. Meath, are brothers Adam and Niall Lord, Directors of FSM, with Minister for Enterprise, Trade and Employment, Micheál Martin TD.

Potatoes Contributing €400m to Farm Output THE horticulture and potato industry now contributes around €400m to farm output - an increase of 17% since 2001 according to a recent report conducted on behalf of Bord Bia. The Horticulture Industry Strategic Review revealed that the mushroom and potato sectors were the largest individual sectors within horticulture, valued at €106m and €110m

Planning Ahead SUPERQUINN investors have paid €16m for McGowan’s pub in Churchtown, south Dublin, according to a report in the Sunday Business Post. The site was purchased by Select Retail Holdings, the consortium behind Superquinn, which has also purchased the Montrose Hotel in South Dublin, as well as sites in Bray, Drimnagh, and Rathgar. The consortium paid €400m for the supermarket franchise. Meanwhile, Dublin City Council has rejected Marks & Spencer’s proposal for a café and restaurant above its Grafton Street outlet.

respectively in 2005. The sector has received significant investment: €40m in capital grants since 2000 under the first National Development Plan, and a further €49m (€8m of which is dedicated to potato producers) to cover the period 2007-2013. “There has been huge investment in the potato sector as a result of grants and

it has been very influential in regard to the quality of potatoes,” Alice McGlynn, Development and Marketing Executive, Bord Bia, told RETAIL NEWS. She added that potatoes needed increased marketing spend over the years ahead: “We want people to know that the potato is as versatile as any other carbohydrate out there and has extremely healthy values.”

Homestead To Raise €500,000 For Hospital PICTURED at the launch of the Homestead ‘Home from Home’ campaign, which will raise €500,000 for Our Lady’s Hospital in Crumlin, between now and June 2008 are (l-r): Paddy Shortall, Chairman of Stonehouse; and Tom Shipsey, CEO of Stonehouse; with Eamonn Coghlan and Nicola O’Sullivan from Our Lady’s Children’s Hospital, Crumlin.

RN April07Industry News ●

Foodservice Solution from Stonehouse PICTURED at the Catex Exhibition, RDS, Dublin, where the White Hat foodservice product line was launched are Tom Shipsey, CEO of Stonehouse, and Pat O’Sullivan, M&P O’Sullivan, Chairman of the Food Service Committee at Stonehouse. The White Hat foodservice product line was designed as a result of feedback from customers in the food service industry. Stonehouse created the White Hat brand to reflect the importance of quality, price and service. White Hat promises to provide the market with a guarantee of excellence in terms of quality of products at the right price, there-

fore ensuring attractive margins. Additionally, Stonehouse can provide a high standard of service and convenience, alongside a nationwide distribution network. The launch of White Hat will be supported by an innovative direct mail promotion, followed by a strong sales campaign.

Appointment at Gala Retail Services LIAM Peters has being appointed as Executive Chairman of Gala Retail Services. Liam, who has concentrated on private business interests in the past year, will work closely with newly appointed CEO Gary Desmond to develop a strategy to expand the Gala Symbol Group. Liam previously held a Senior Management position within the BWG Group from 1986-1991 . He joined John Player & Sons in 1991 as Commercial Manager, held the position of Sales and Marketing Director from 1996 and in 1998 was promoted to Chairman and Managing Director of John Players & Sons, a position he held until Jan ’06 following the closure of manufacturing operations in Ireland.

National Lottery’s Record Sales Rising Costs Drive SCA Prices Up RISING costs have forced SCA Ireland to increase prices on some of their consumer brands. While food and drink prices have risen since January, and are expected to continue to do so, SCA also advises consumers about impending price increases on some of its products, such as Velvet toilet tissue. In recent years, manufacturers such as SCA have succeeded in maintaining only marginal increases. However, input costs are at an all time high and the current economic situation has become unsustainable. It is due to these market forces that the costs must be passed on to the retailers and ultimately the consumer and SCA predicts that there will be further escalating costs in other sectors in the future. According to Alan Smith, Commercial Director of SCA Ireland: “For the last number of years, we have sustained the high costs of manufacturing for the benefit of our customers. We are committed to delivering value in our products so these small price increases are inevitable and we do hope consumers understand the reasons behind them.”

DONAL Connell, Chairman and Dermot Griffin, National Lottery Director, are pictured at the publication of the National Lottery Annual Report 2006. The National Lottery has reported sales growth of 10.2% to €679m, with record funds of €217.5m raised for good causes, for the year ended 31 December 2006. This is the largest revenue increase since 1991, and brings the total amount raised for good causes since the National Lottery began in 1987 to over €2.6 billion. The National Lottery now has a network of 3,489 agents throughout Ireland, up from 3,350 in 2005.

Topaz Energy Commended for Training and Development TOPAZ Fareplay has been commended for outstanding achievement by the Irish Institute of Training and Development. Topaz Fareplay was awarded ‘Outstanding Achievement’ in the ‘Service Organisation with over 250 employees’ category. Topaz Energy has the largest network of forecourt retail sites in Ireland under the Statoil and Shell Brands, totalling over 300 sites. Pictured are (l-r): Mari Pold, Manager of Howth Road Fareplay Service Station; Paul Candon HR/HSE Director; and Kendra Ryan, HRD Manager, Topaz Energy.

RN April07Industry News ●

Centra Store of the Year 2007 COURTNEY’S Centra, in Fairview, Dublin, has been named the Centra Store of the Year for 2007, in a tough competition which saw fierce opposition from 14 other excellent finalists from around the country. The National Award was presented to store owner Lil Courtney and her manager, Barry Cusack by Donal Horgan, Centra Managing Director, and DJ McAllen, Centra Sales Director, at the group’s National Conference held recently in Killarney. All 407 Centra stores throughout the Republic of Ireland are assessed for the Centra Store of the Year competition, which is judged by Independent Retail Consultant, Joe Comerford, who noted, “Courtney’s Centra is a worthy winner of Centra Store of the Year. The store is an excellent example of how a community convenience store should operate. Courtney’s cater for the busy lifestyles of consumers in their area with a range of takeaway meals which are

SuperValu Irish Spring Lamb in Mint Condition SPRING has arrived in SuperValu stores nationwide with new season Irish lamb on sale since St. Patrick’s weekend. Over the year, SuperValu expects to sell approximately €27m (at retail sales) worth of Irish Lamb, representing doubledigit growth over its 2006 sales figures. Minister for Agriculture and Food, Mary Coughlan TD visited Kepak Group, the largest lamb processor in Europe and supplier of lamb to SuperValu, to mark the start of the Spring Lamb season. Pictured are Mark Owens, Smiths SuperValu, Navan; Minister for Agriculture and Food, Mary Coughlan TD; Donal Horgan, Managing Director, SuperValu; and Denis Smith, Owner, Smiths SuperValu, Navan.

healthy and tasty, and a great choice for today’s time strapped customer.” Marty Whelan is pictured congratulating Lil Courtney and store manager Barry Cusack from Courtney’s Centra, Fairview, on winning the title of Centra Store of the Year 2007.

SPAR Kids Sports Day SPAR is calling on Irish children to draw inspiration from recent Irish sporting successes and to be motivated by their sporting icons. SPAR Kids Sports Day is an event that aims to connect Irish children with their sporting heroes and to encourage children to enjoy sports and to build physical activity into their daily routine. The SPAR Kids Sporting heroes, Derval O’Rourke and Seán Óg O’hAilpín, were on hand to inspire and motivate children from all over Ireland, and the two sporting heroes are pictured with Suzanne Weldon, Marketing & Communications Director, SPAR Ireland, and Safann McCarthy, Marketing Manager, SPAR Ireland, along with some of the kids involved.

Costcutter Opens in Galway GALWAY Hurler, Liam Donoghue, John and Sally Grealy, Brian Grealy and Karl Moloney, Account Manager, Barry Group, and John Grealy, are pictured at the official opening of the Grealy Family Costcutter Express store in Maree, Co. Galway. Grealy’s Costcutter Express is the only convenience store in the small community of Maree. It was originally opened in 1988 by John and Sally Grealy under the name of Grealy Stores. It has recently transferred to the Costcutter Express group, with the involvement of sons, Brian and John, who have joined their parents in the business.

RN April07Shop Profile ●

SPAR Shines In the West After almost a decade working with BWG Foods, Fergal Rafferty decided to open his own store. Eight months after opening his new SPAR store in Galway, he’s delighted with his decision.

Fergal

Rafferty’s SPAR in Galway City is situated in an extremely busy area of the city centre, ensuring a huge amount of footfall outside the shop, consisting of shoppers, city centre workers and, with Galway being Galway, plenty of students too. The store’s superb location is matched, however, by the quality of the shop itself. Fergal Rafferty spent the best part of a decade working for BWG, helping to develop both the SPAR and Mace Brands. It was a very hard decision for him to leave his job with BWG and open his own shop, he tells RETAIL NEWS: “I had worked with the Group for a long time and I really liked my job,” he explains. “However, I still had a desire to open my own place. Part of it was to see if I could meet the challenge and part of me liked the idea of working for myself. I spoke to people I worked with and they were very encouraging, so I decided to take the plunge.”

spent a very long time planning the interior of the shop. There was a lot to fit into the space we had available, so the planning stage was critical. It was a little odd coming at the project from the side of the retailer as opposed to the group, but I got the hang of it very quickly and I’m delighted to say that I really did get great support from the group throughout the planning and development of the shop.” He continues, “We had to work around the size and

Remarkable Transformation The shop on Mainguard Street had been trading as an offlicence before Fergal took over. He retained the off-licence at the premises and thus ensured that many of the shop’s existing customers would keep coming back for more. While the off-licence was retained, the transformation in the premises has been remarkable. According to Fergal, “We

Store owner Fergal Rafferty is pictured outside his Galway SPAR store.

RN April07Shop Profile ●

shape of the existing building because we are right in the City Centre and there was a lot to fit into 1,500 square feet. We needed to include a large deli, with its associated Signature Sandwich line, Tim Horton’s coffee and baked treats, as well as the Treehouse juice bar. We also needed the full off-licence, fresh fruit and veg, frozen food and ambient grocery. It wasn’t easy to do and without a lengthy planning process, we never could have achieved it.” Fergal Rafferty’s SPAR opened its doors on the July 27 last year, just in time for the Galway Races. For the benefit of those who have never seen Galway during Race Week, the City of the Tribes is practically bursting at the seams, meaning that Fergal’s opening week was something of a “baptism of fire”. “There was no better way to test the mettle of the shop, as Race Week is the busiest week of the year in Galway,” Fergal recalls. “It was incredible how well that week went. It was very gratifying to see the pay-off for the huge amount of detailed planning and hard work that had gone into the development, so soon after opening.”

User-Friendly Layout The hard work is obvious inside the shop. By necessity, the layout is compact, but very user-friendly. While ‘food-to-go’ is the strongest element within the shop, clever ergonomics and category management ensure adequate grocery stock to satisfy top-up shopping needs. Other clever touches include the lighting at the rear of the shop. The windows at the store’s front could not be enlarged, so little natural light penetrates to the rear. However, you are unaware of that when standing at the rear of the shop, as the subtle lighting simulates natural light very successfully. The right image and offering would be nothing without the right staff and Fergal has assembled a strong team to work alongside him. The three supervising staff members, Michelle Hogan, Said Indad and Lorraine Grealish all had

prior retail experience and execute high standards in running the shop, providing Fergal with an excellent management team. The central deli island, incorporating the Treehouse juice bar and baked treats, was designed with HACCP procedures in mind at every step. It is, therefore, relatively easy to maintain standards once the procedures are followed.

Successful Grocery Element According to Fergal, “While food to go and the off-licence do account for a lot of our sales, the grocery element is very successful. There are a lot of people living in this part of the city centre and, of course, a lot of students. Sunday nights are very busy for bread, milk and biscuits, as they make their way back to the city after going home for the weekend. SPAR has a great attitude to merchandising and stock promotion. We tweak the interior of the shop to suit each season and any events like Saint Patrick’s Day or Mother’s Day. We will run promotions to increase sales and footfall, as well as value offers to reward customers.” Maintaining and running a successful city centre store is a never-ending process, but it is a challenge that Fergal clearly relishes: ”It’s a process where partnership with SPAR provides great benefits. The brand is very strong and is an extremely well FA C T F I L E known identity across the country. Owner: Fergal Rafferty It assures people Location: 13-5 Mainguard Street, Galway. of high standards and top Size: 1,550 square feet quality and I Number of couldn’t think of Staff: 20 full time & part time a better partner Opening for my shop.” hours: 07:00-23:30, Monday-Saturday; 07:00-23:00, Sunday. 15

RN April07Drinks News ●

Foster’s Call on Cricket Fans FORMER Irish cricket captain Alan Lewis is beaten to the stumps by model, Ruth O'Neill - both were helping Foster's to kickstart their cricket campaign, urging Ireland to get behind the 'Boys in Green' on the Irish Cricket team, who were competing in the Cricket World Cup for the first time this March. To mark this great feat, Foster’s hosted a series of parties across the country and ran World Cup updates on radio to help create support for the team.

Bulmers & TV3 Sports Quiz PICTURED at the launch of the Bulmers Sports Tonight Quiz are (front row, l-r): Samina; Trevor Welch, Sports Tonight Presenter, TV3; footballing legend John Aldridge; and Katie Taylor, Women’s 2006 World Boxing Champion: (back row, l-r): Anna Daly, Marketing and Sponsorship Manager, TV3; Marcus Goodwin, Marketing Executive, Bulmers Ltd; and Dave Cahill, Sponsorship and Promotions Manager, The Star. The winners of what is Ireland's biggest sporting table quiz ever will earn a VIP trip to see Ireland play in the European Championship Qualifiers 2007.

Kilbeggan Comes Back to Life Castle Brands to be Distributed by FindlaterGrants THE Castle Brands portfolio of premium spirits brands is being distributed in Ireland by FindlaterGrants since March 1 of this year. The brands covered by this new distributor agreement are the Gosling’s Rum range, Sea Wynde Pot Still Rum, Pallini Liqueurs and Knappogue Castle Single Malt Irish Whiskey. Boru Vodka will continue to be distributed by Comans Wholesale. Commenting on the announcement, John Soden, Managing Director of International Operations at Castle Brands said: “Castle Brands is delighted that our portfolio of premium spirits brands is moving to FindlaterGrants. The company has a proven track record in growing and distributing premium brands. We are looking forward to working closely with them in implementing our brand strategies across the Castle portfolio in Ireland.”

COOLEY, the independent Irish whiskey distillery, has announced the start-up of Irish whiskey distillation in the Old Kilbeggan Distillery, the oldest licensed whiskey distillery in the world. The Old Kilbeggan Distillery is celebrating 250 years of existence on the same site this year. The distillery which uses a single pot still, last used in the 19th century, will initially produce up to

250,000 bottles of whiskey a year which will mature in the adjacent stone warehouses. Pictured are (l-r): Noel Sweeney, Master Blender; Brian Quinn, Manager of the Kilbeggan Distillery; Jack Teeling, Marketing Director, Cooley Distillery (kneeling); John Teeling,

Chairman, Cooley Distillery; and David Hynes, Managing Director, Cooley Distillery.

Super Premium Cream Liqueur Launches COOLE Swan is the world’s first super premium cream liqueur, from Ireland’s Scion Spirits Company Ltd. Inspired by the imagery of WB Yeats, Coole Swan is created using fresh double cream, which is blended with single malt Irish whiskey, tempered with the purest charcoal-filtered spirit, along with

white and dark chocolate, Madagascan vanilla and rich, organic cocoa from the Cote d’Ivoire, and is packaged in a premium frosted bottled, accented with stunning blue labelling. David Phelan, Managing Director of Scion Spirits Company, is pictured with a bottle of Coole Swan.

RN April07On The Vine ●

New Zealand’s New Zeal! Jean Smullen investigates the success of New Zealand wines on the Irish market.

is all too easy to think of New Zealand and Australia in the same breath and to make false comparisons. The two countries are very different, particularly when it comes to wine-making, where the differences in geography and climate are very significant. Irish retailers tell me that New Zealand wines are currently one of the easiest to sell, even though their entry-level price point is significantly higher than most other wine countries. New Zealand wines, and in particular wines made from the Sauvignon Blanc grape, are currently very much in vogue with Irish consumers. Let us take a brief look at New Zealand and learn why it is so successful. It is only in the last decade that New Zealand has started to

make a worldwide name for its wines and this is because many of the white wines produced in this small country are of excellent quality. New Zealand grows the world’s most southerly grapes and a parallel is sometimes made between the southern latitudes of New Zealand’s wine regions and those of famous European regions. If New Zealand were in the Northern hemisphere, the country would stretch from North Africa to Paris, but the moderating influence of the Gulf stream on European vineyards results in hotter growing conditions than in the Southern Hemisphere.

Intense Fruit Flavours New Zealand lies in a temperate zone. It is a cool climate wine

Babich Wines THE guiding philosophy of Babich Wines is to produce wines that reflect and respect the characteristics of the vineyard site and the vintage. Joe Babich’s winemaking philosophy is that he tries to have minimum input in terms of winemaker influence. He says that the vineyard produces a certain style of wine, and he doesn’t try to force a style on it. Wine lovers often observe that Babich’s wines are stylish and refined, rather than blockbuster in style. Subtle winemaker input enhances the fruit character rather than dominates, to create the Babich wine style which is synonymous with harmony, finesse and complexity. The range of Babich Wines in Ireland now includes two dual varietals – Babich Semillon Chardonnay and Babich Pinotage Cabernet (RSP €10.99); the popular Babich Marlborough Sauvignon Blanc and

Marlborough Pinot Noir (€12.99); and two premium varietals – Babich Winemakers Reserve Merlot and Babich Winemakers Reserve Sauvignon Blanc (€14.99 and €15.99 respectively). Critically acclaimed, the current 2005 vintage Babich Marlborough Sauvignon Blanc, was awarded 90 points by the USA’s Wine Spectator Magazine and selected in their Top 100 wines of the year. Babich Wines are distributed in Ireland by Edward Dillon & Co. Ltd.

region. This cool climate prolongs the period during which the grapes ripen, allowing for the development of deep flavour and intensified varietal character. Intensity of fruit flavours and crisp acidity are the hallmarks of New Zealand’s white wines.

Cloudy Bay FOUNDED in 1986 by David Hohnen, the Cloudy Bay winery on the northern tip of New Zealand’s South island enjoys a maritime climate and an ideal wine-growing environment. Cloudy Bay Sauvignon Blanc, the first wine produced by the winery, continues to enjoy an established reputation among wine connoisseurs, with unique styles such as Cloudy Bay Te Koko enjoying increasing popularity in Ireland. Cloudy Bay forms part of the premium Estates & Wines portfolio, a range which is owned by Moet Hennessy, and also includes Cape Mentelle, Terrazas, Greenpoint and Cheval des Andes. The Portfolio represents the experience of the old world combining with the terrific terroir from the new world; in New Zealand, Australia and Argentina. Cloudy Bay is distributed in Ireland by Edward Dillon & Co. Ltd.

RN April07On The Vine ●

Lawson’s Dry Hills

Oyster Bay OYSTER Bay has continued to define the very stature and style of New Zealand wines. With its unique attributes and style, the philosophy of Oyster Bay is to produce fine, distinctively regional wines that are elegant and assertive with glorious fruit flavours – wines that drink well within a year or two of vintage, yet possess the balance and structure to reward cellaring. Oyster Bay is distributed in Ireland by Edward Dillon & Co. Ltd.

The majority of vineyards are situated in coastal areas, generally cool but ideal for the production of light wines, sunlight providing warmth during the day and sea breezes cooling the vineyards during the night. However, New Zealand is also starting to emerge as a country with the potential to produce good red wines. Although production is still quite small and prices are still high, the red wines of New Zealand are beginning to gain a reputation for quality.

A broad climatic distinction can be made between the warmer North Island regions and those in the cooler South Island. However, the largely maritime climate of New Zealand is very different from the continental climate of Burgundy. Bordeaux, with its proximity to the sea, is a closer match in climate at least to the North Island region of Hawke’s Bay that produces New Zealand’s finest Cabernet Sauvignon. New Zealand has a high level of rainfall. Plentiful rain promotes good pastures but can have a nega-

Lawson’s Dry Hills winery is based in Blenheim, New Zealand, and is run by husband and wife team Ross and Barbara Lawson. The Lawsons pioneered the screwcap movement back in 1991 and have received numerous awards across their entire range. Febvre and Company has recently added the Lawson’s Dry Hills Pinot Gris to their portfolio.

tive effect on wine quality, particularly during the critical ripening period. Excessive vine vigour was one of New Zealand’s major viticultural hindrances until Dr Richard Smart introduced the principal of canopy management during his tenure as Government viticulturist between 1982 and 1990. The result of this was that many winemakers who had previously produced vegetal Cabernet Sauvignon reds and

Gilbey’s New Arrivals THE arrival of the 2006 New Zealand Sauvignon Blancs from Hunter’s and Matua Valley could not be more timely. Gilbeys of Ireland have a long association with both wineries and the families who founded them. Ulster-born Jane Hunter produces classic Sauvignon Blanc in Marlborough, which is New Zealand’s premier grape growing area. Crisp with hints of tropical fruits, it is the perfect accompaniment to seafood, grilled vegetables, pasta and goats cheese (RSP €18.99). As Riesling continues to grow in popularity, Hunter’s 2004 (Riesling) with its lime and nectarine flavours is sure to be a winner this summer (RSP €19.99). Matua Valley was one of the first boutique wineries in New Zealand to make premium wine at accessible prices for customers. It was set up in 1973 by winemakers Ross and Bill Spence who wanted to make wines which they would enjoy drinking themselves. They succeeded in their quest and Matua is well known in Ireland for its Marlborough Sauvignon Blanc and Pinot Noir (both RSP: €13.99).

RN April07On The Vine ●

Durbanville Hills Launch New Varietals JUST over a decade and a half after the end of South Africa’s economic isolation, their wine industry has come of age. More and more winemakers in South Africa today are young and adventurous, travelling abroad to gain exposure to the techniques and styles of their counterparts in other countries. Better preparation of soils, improved crop management and the use of riper grapes have all culminated in wine styles which are improving in leaps and bounds. Durbanville Hills is a reflection Sauvignon Blanc whites were able to make higher quality wines.

Sustainable Winegrowing New Zealand has long been famed for its stunning unspoilt landscape. Its small population, isolated location and agricultural economy have earned the country a clean, green image. New Zealand grape growers and winemakers aim to keep it that way by protecting the environmental integrity of their wine production.

of this new spirit of wine production in South Africa. Seven leading vineyard owners in the Durbanville area joined with Distell to create Durbanville Hills and promote the regional individuality of this prime wine-growing area, and two new varietals have now been introduced to the existing Durbanville Hills range: Merlot and Shiraz. The Merlot has already achieved recognition in South Africa and has been awarded a double gold medal at the Veritas Awards, while the Shiraz was awarded a bronze medal at the 2006 Jerry

De Mead New World International Wine Competition. The wines certainly stand up to scrutiny, the 2004 Durbanville Hills Shiraz (€12.99) has impacting aromas of spice and forest floor fruit but on the palate it is more restrained and subtle, reflecting the influence of the cooler climate. The 2003 Durbanville Hills Merlot (€12.99) is really delicious: soft coffee and mocha tones with elegant nose and tons of gorgeous plum fruit on the palate. Edward Dillon & Co. distribute Durbanville Hills in Ireland.

To this end, a pioneering set of industry standards have been developed, known as Sustainable Winegrowing New Zealand (SWNZ). SWNZ provides the framework for companies to continually work towards improving aspects of their performance in terms of environmental, social and economic sustainability, in both the vineyard and winery. SWNZ was commercially introduced in 1997 for the vineyard and adopted by growers from the entire grape-growing regions. The introduc-

tion of a winery scorecard in 2002 further substantiates the industry claim, “New Zealand Wine, the riches of a clean green land”. Wines that are produced from 100% accredited vineyards and made in accredited wineries can carry the sustainable winegrowing logo. For more information go to www.nzwine.com/swnz and look out for the logo.

Moldovan Wine Launch ACOREX, Moldova’s award-winning producer of premium quality wines, will launch its new consumer-driven wine brand in Ireland on April 24 at Mitchell & Sons Wine Merchants, Dublin 2. The tasting will take place from 3-6pm. Acorex invested in two years of research in order to create the ‘Taking Root’ range: Pinot Grigio, Sauvignon Blanc, Merlot and Bastardo/Cabernet Sauvignon with the same high quality that garnered Acorex two best in class, two silver medals and three bronze medals in this year’s International Wine & Spirit Competition. Grapes are hand harvested using organic practices from Acorex’s 3,000 hectares of vineyards in Moldova. Consulting Italian winemaker Umberto Menini and Vladimir Lazariuc from Moldova oversee production of 15 million bottles per year. Ruth Fitzgerald, Marketing Director for Acorex, said, “We’ve created a brand that delivers on quality both inside and outside the bottle, provides consumers with outstanding value for money and, most importantly, offers a unique proposition that buyers and their end customers can get excited about.” See www.acorex.net for more details or call Ruth on (086) 0792785. 20

New Packaging for Gallo E&J Gallo Winery has redesigned the packaging on its Gallo Family Vineyards popular tier wines. The label design has been refreshed to create a more premium feel and add extra impact on-shelf and the Sierra Valley tier name has been removed, with the result that the Gallo name is now the most prominent on pack. Packaging on all other sub tiers (i.e. Turning Leaf, Coastal Vineyards and Sonoma County) will remain the same. E & J Gallo Wines are distributed in Ireland by Irish Distillers/Pernod Ricard.

RN April07News Rack: Increasing your profit ●

Stop Losing Money Now! If you are not currently checking your newsagency invoices on a regular basis, you are more than likely losing money, argues retail consultant Karen Meenan.

Are

you fed up hearing adverts about how to spend your SSIA money? There is one area however, that very little is talked about, much less written about – and that is how to make real profit as a retailer. I have been researching ways for retailers to make more profit – not just gross profit, but real money in your pocket, cash in your hand, net profit - and have come up with my favourite Top Ten ways for retailers in Ireland today to make more money. Over the years, I have been working with retailers who have noticed that they are working harder and longer hours, only to make less money than they did in previous years. 22

None of these Top Tips are ground-breaking – they are all just a common sense approach to making your business make more money for you. As we all know, there are only two ways in retail to make more money – Sell More or Spend Less. There is another way to make net profit, however, and that is in putting some more effort in the back office, working on ways to plug the holes where the money is going down. Top Tips will appear each month in no particular order, each tip has been used in stores throughout Ireland – some are connected with the newsagency, some are not but all have contributed in a greater or lesser way to improving net profits.

Read Newsagency Invoices If you are not already reading invoices from your newsagency suppliers on a weekly basis, you should be. Retailers who neglect to perform this simple ritual each week have found themselves at a loss of between €100 and €500 per week. And the worst part about checking invoices and finding mistakes which have cost you net profit is that left unchecked, you probably lost that profit last week and the week before and will continue to lose money every week until you sort this out. So before you read the rest of this article, get out the last set of invoices from the Irish Times, Independent Newspapers, Eason and

RN April07News Rack: Increasing your profit ●

Newspread, get out your calculator and make yourself a strong cup of coffee: you’ll need it! Invoices are just records of the transactions which have already been carried out in your shop. There is no new data on your invoice as such: so long as you have a method of checking in goods received (i.e. bundles of newspapers and magazines) and recording goods returned (i.e. barcodes, covers or full copies of unsold stock) the invoice is just a document which repeats those same numbers to you. It is now your job to compare the invoice with what actually happened. This is not a job for your bookkeeper, your “great girl” or your “good lad” – this is a job for you. Once you understand the delivery and returns procedure completely and you are confident that you are not losing any money here – you can move on to the next tip…. Or would it be worth reading this just to make sure that you are not missing anything? Just think about this for a minute – how much time would you spend looking for €50 which is short in your till when you are trying to balance your day’s takings? Do you spend the same amount of time and application looking for €50 here?

The Irish Times So, let’s start with the easiest invoice first – The Irish Times. This 24

is a very straightforward document. It simply lists all the deliveries you got, Monday to Saturday, and all the returns you made on the previous week, Monday to Saturday. The only mistake you can make with this title is to sell out. There is no customer as cross as a customer who wants their fix of The Irish Times and you have sold out… again! How do you spot a sell-out? Easy, that is the day where there are no returns recorded on your invoice. This could be for either of two reasons; either you really did sell out, in which case you need to send a fax or an email to The Irish Times to increase supply on that day or they did not give you the full credit for the bar codes you already returned. Contact details are listed at the top of the invoice – don’t waste your time and your money on the telephone - fax and email is much cheaper and the bonus is that you have a written record of everything you do. How do you know what was returned? You keep a note of all unsolds in a newspaper book which keeps a daily record of all newspaper titles received and unsolds returned. If you are not familiar with this returns book – ask the staff member who currently fills in these allimportant numbers to guide you as to the process in place in your store. Are newspapers counted each day

and recorded? They should be. All other goods are counted, including Coca-Cola, cigarettes and deli products – there is simply no excuse for goods not being counted – you could be losing money hand-overfist. Do you keep delivery dockets? You should. All differences should be clearly marked on the delivery dockets and if the correct amount is received, the quantity should be verified and signed off by that staff member. You don’t need to keep these delivery dockets for ever – just until the items in question appear on the invoice the following week. Once you can compare the invoice with the delivery docket and ensure that the quantity received is the same as the quantity invoiced, you can now shred and recycle the original dockets.

Independent Newspapers So, on to the next easiest invoice in this category – Independent Newspapers. This invoice is slightly more complicated, in as much as all the deliveries Monday-Saturday for the Irish Independent (II), Compact Independent (CI) and Evening Herald (EH) are added together and the total amount delivered appears on the invoice. Similarly, the returns for II, CI, EH are the total unsolds for the previous week. If you think this looks complicated now, it used to be much worse – all supplies and returns for a month were lumped together and it was up to you to figure out what amounts you were not getting credited for! This will hopefully get easier in the future. The CSNA (Convenience Stores Newsagents Association) have been putting pressure on Independent Newspapers to produce an invoice which is similar in structure to the Irish Times, listing deliveries and unsolds on a Monday-Saturday basis – the Sunday Independent (SI) always appears individually as their only Sunday title. In the meantime, until this new easier-to-read invoice appears – you should check two things. Firstly, is

RN April07News Rack: Increasing your profit ●

your staff member currently marking off this invoice? You should see evidence of tick marks and/or queries beside the supplies and the returns columns on the invoice. If not, ask why not? Some stores, for a reason which is unclear to me, send the invoice from Independent Newspapers and The Irish Times directly to the bookkeeper. How can the bookkeeper possibly match this invoice? There is nothing for them to match it with? All records of supply and returns are held in the store – not with the bookkeeper. So if this is your current practice – stop! Every time there was an error in delivery or returns, this error was not picked up by you and net result is that you lost money.

Promotional Books Secondly, when you are checking the Independent Newspapers Invoice – are you just checking supplies of newspapers or are the promotional books being checked also? I have seen evidence in stores of very enthusiastic checks on all supplies and returns of newspapers and absolutely no queries raised about the lack of credit forthcoming on all unsold books! When I ask about these promotional books, there seems to be a universal shrugging of shoulders that the books are nothing to do with them – they often divulge at this point of the conversation that there are a few boxes of unsold books (some even going back to the previous collection) which are still in the store room awaiting credit. So how can you possibly receive any credit for items about which the supplier has no information? You must ensure that the people you have placed in charge of the newsagency have full access to all invoices and that you inform them that they are responsible for checking that there are no sneaky returns waiting in dark boxes in the store room! If so, you are definitely losing money and you probably have been losing money consistently since these book promotions began. If you are not checking supplies/returns of unsold books at

present, it would certainly be worth your while asking Independent Newspapers for a statement of your account for the last year, detailing in particular the status of unsold books in your store. If there is credit outstanding, it is your responsibility to claim it – if you are not currently returning any unsold books, Independent Newspapers could assume that you sold out at current level of supply and could possibly increase your supply to ensure that you have adequate stocks for future weeks.

Eason Next on the list is the Eason’s invoice. This is actually quite easy to check, once you know how. A good indicator is that there are tick marks and queries noted for each and every line of this invoice – if your staff member is currently doing this exercise, then well done – there is some level of checking that you are not losing any money here. Now that you are confident that there is some level of checking going on, you just need to ensure that nothing is being missed and the easiest way to spot this is to look at the very end of each invoice – the bit which states “Returns for Which Credit was not Allowed”. If there is any information appearing below this header, then

you have definitely lost money on this invoice. This will clearly detail the title, the issue, the quantity and the reason why you lost money on this invoice – the only thing it does not tell you is how much. So get out your calculator – find out how much each title you didn’t receive credit for was worth (you’ll find this information in the body of the invoice), multiply that by the amount of titles for which you didn’t receive credit and write down the total. And just to make sure that this doesn’t happen again – multiply that number by 52! If you lost €100 euro this week, (perhaps your staff member is sending back titles to Eason which were not supplied by Eason in the first place) then there is every chance that the same mistake has been repeated every week. Now how much money have you lost to Eason this year? The only way to find out for sure is to ask you bookkeeper to pull out all the Eason invoices for the last year and calculate your losses each week. Once the amount is written in black and white, it is up to you to put a system in place which clearly records all supplies inward and all returns outward. This is your responsibility, not your staff member’s! So write down the number and move on! 25

RN April07News Rack: Increasing your profit ●

Newspread Newspread gets the prize for most complicated invoice ever! Like everything, this is easy when you know how, but if you are not already familiar with this document, it is very worth your while taking out the last few invoices and treating them a bit like a sudoku puzzle! Once you learn how it all works and you start putting money back in your bank account, you’ll feel a buzz greater than moving from “easy to medium”! The newspapers supply bit is at the top left hand corner of this twopage document – supplies are listed Monday to Saturday (sometimes on different lines – don’t let this confuse you) and the totals appear on the right. These totals are the same totals which appear in the next part of the invoice (for example, if your supply of The Mirror was 10 each day Monday to Friday then the total, 50, would appear both at the end of the first line and just under opening balance of the Irish Mirror – the total for Saturday is listed separately. If all this sounds complicated, it is! And if you are finding the first page difficult to read, then good luck with subsequent pages: when the column headings of issue, supply, rt1 rt2 etc don’t appear at all, it becomes a challenge to figure out where your money really went. But persevere – if you are keeping your delivery dockets, it is an easy job to tick off that the supply you received is actually the same as the amount you were invoiced. If you are keeping a note of the unsolds, then you can check these off against the numbers appearing in rt1 column. If you have a column headed up rt2 and digits appear here and, worse again, if there are codes appearing in the next column headed up RSN – which is short for reason why you didn’t get credit – then you are definitely losing money! If the code ‘22’ appears, you or your staff member is sending back returns too late and missing the claims period. The explanation at the bottom of the invoice is claims period closed. If the code ‘10’ 26

appears, that means you also didn’t receive your credit – the explanation at the bottom of the invoice states Quantity Exceeds Allowance. What this actually means is that you probably got the same title from both Eason and Newspread – this often happens with Irish titles and Marketforce titles, which are available from both distributors. For example, if you normally get 10 issues of Now (a Marketforce title) from Newspread and you also got 10 more from Eason, your supply is 20. If you sold 9 copies and tried to return 11 to Newspread – then you will not get credit for 1. How can they credit you for 11 when they only sold you 10 in the first place? This is another good reason to keep delivery dockets and match them off against each invoice as it appears. Some shops swear by writing the figures in a book, but once you destroy the delivery docket, you have no evidence to support your future claims! So to the bad news… if codes 22 and 10 are appearing or worse, code 11, which usually relates to a part work (part works are collectables which go on firm sale after issue 5 – in other words you are losing money from issue 6 onwards…) then you are losing money at a frightening pace. Get out your calculator again, total up the credits which were disallowed and multiply this number by 52 to get an estimate of how much you actually lost last year.

T h e Va l u e o f t h e News Rack And so, after all this, the question I am most frequently asked is – would it be worth my while getting rid of magazines and newspapers altogether? Some outlets have lost as much as €5,000 in the last year by not checking or incorrectly checking these four invoices. My answer – of course not! Newspapers are daily rituals for many customers – another reason to visit your store and perhaps part with more cash than just the cover price of a newspaper. Magazines are my favourite category in the store – they are not price sensitive, they appeal to all customers from toddlers to the over-80s, they are recession proof and they require very little maintenance – what they do require is understanding! In order for you to start making more net profit from your business, you must first find out how this whole category works and then learn to plug the holes which appear each week. Top Tip for this week – before you start making more net profit – stop losing your shirt by not understanding how exactly this category works. Don’t leave the responsibility of returns to a parttime employee – learn to read these four invoices as thoroughly as you read your bank statement…. If you want to learn more about maximising sales and minimising losses in your Newsagency, sign up for the next FÁS training course.

About the Author RETAIL consultant Karen Meenan runs her own consultancy business, Results Training & Marketing, focusing on net profit and how to maximise profit for the retailer. For more information, contact Karen on 086 6027711 or by email kmeenan@eircom.net.

Results Training & Marketing When Results Really Matter

RN April07Ice Cream ●

Cold Comforts! Valued at over €124m, the Irish ice cream sector is an extremely important category in-store. New 1-litre Iceberger: the top selling impulse brand is now available in a takehome tub.

It’s

official: ice cream makes us happy! Ice cream is the food most likely to put a smile on European consumers’ faces, according to new research. The team of researchers, from the University of Amsterdam, analysed the facial expressions of more than 300 European participants using an emotion recogniser computer system as they ate five different everyday foods; apple, cereal bar, chocolate, ice cream and yogurt to determine which

foods made them look happiest. Each of the respondents faces were measured as they made instinctive responses to what they were eating. 64% of European participants showed a look of happiness when New Solero Strawberry Smoothie is delicious, sweet they ate ice cream and strawberry and tangy cranberry, combined with 13% looked surprised, smooth Banana flavour ice cream. which is also a positive Dunnes Stores, Value, MAT Feb reaction. 2007). The ice cream market is Roland Weening, Ice Cream continually changing, with Director HB, Unilever Ireland, consumers now opting for ‘Health & noted that “they already knew Wellness products and freshly that ice cream literally lights prepared ice creams, while the up the pleasure zone in the market further splits into value for brain. Now they know it money products and premium makes you smile the indulgence/luxury products. most too. It’s the tastiest and cheapest therapy around!” Unilever The Irish Ice HB’s standard ice cream is available cream market is in pint blocks, one and two litre tubs. valued at approx Valued at €15.6m, it is still the €124m (excl. Dunnes backbone of in home ice cream and is Stores) and can be growing in value by 5%. Hazelbrook broken down into two Farm claims market leadership of main categories: (a) this category with nearly 76% Out of home Impulse market share. The biggest seller is Singles (e.g. Iceberger, Vanilla in all formats (blocks and Cornetto ) worth €73m tubs), however, other popular (+3.8%); (b) Take home, worth flavours include Raspberry Ripple, €51m (+10.7%) (source: AC Banana, Honeycomb, Mint Choc. Nielsen, Total Market excl. New 1 litre Iceberger means that

Ireland has the 3rd highest ice cream consumption per capita in Europe, third to Sweden and Finland. Who says you need sunshine to eat ice cream? 28

RN April07Ice Cream ●

HB’s Blast From the Past HB Ice Cream are relaunching one of Ireland’s favourite 90’s ice creams, Mint Feast. To celebrate the decade that was the 90’s, and in response to an overwhelming public vote, Mint Feast is blasting into ice cream cabinets across Ireland, with its refreshing combination of mint ice cream and whole chocolate centre, hidden beneath rich milk chocolate. Pictured at the relaunch are: Colette Coughlan, HB Brand Manager Impulse Singles; the Incredible Hulk (model Darragh Hayes ); top Irish model Roberta Rowat and Klaus Kutchera, HB Marketing Manager. their top selling impulse brand is now available in a take-home tub. There’s also a new pint brick with a twist, Vanilla with a twist of lemon and lime. The Health & Wellness market saw healthy growth of 30% from HB’s offering in 2007. Frusi was HB‘s most successful launch and fastest selling new product in 2006. The ‘Light & Diet’ segment grew by 10% in 2006, with Frusi achieving 70% market share since launch, according to Unilever. Frusi is made from frozen yoghurt, real fruit pieces and wholegrain cereal, and comes in a multipack of three. It is available in three variants: Fruit of the Forest, Mango & Raspberry and new Pineapple & Raspberry. Frusi has only 3g of fat, contains 50% of consumers’ daily vitamin C requirements and has no artificial colours, flavours, sweeteners or preservatives. This year will see HB launching two Frusi flavours, Fruit of the Forest and Mango & Raspberry, in individual pots. The soft ice cream market is growing year on year. HB have introduced an exciting innovation to this sector with the recent launch of Spinners, which combines the best HB soft ice cream mix on the market with over 80% dairy goodness and branded inclusions from the well known HB singles products such as Choc Ice , Brunch , Cornetto and Maxi Twist. According to Unilever, this fully integrated system will catapult soft ice cream sales as consumers can create their own mix every time. 30

Valued at €7.3m, the Super Premium ice cream market consists of two major players, Ben and Jerry’s and Haagen Dazs. It is one of the fastest growing ice cream categories, growing at 18% (MAT Feb ’07). Ben and Jerry’s claims brand leadership in this market with 55% market share. One of the key initiatives Ben & Jerry’s will invest in this year is the Ben & Jerry’s Climate Change College. Lesley Butler is the Irish ambassador and will now complete a series of e-learning modules and conferences, as well as visit the Arctic as part of her climate change education before she mounts her own campaign to combat climate change. 2007 marks an exciting time for new product development at Ben & Jerry’s. The introduction of the new creamy Vanilla and Vanilla Toffee Crunch flavours also have the benefit of being the first Fair Trade ice cream in Ireland. 2007 also sees the introduction of ‘Bohemian Raspberry’, a delicious creamy vanilla ice cream with the addition of Ben & Jerry’s signature swirls and chunks, and its launch will be supported by a quirky outdoor Queen-themed advertising campaign. Unilever claims a massive 81.9% share of the €73m out-of-home impulse singles ice cream market, with brands like Iceberger, Magnum and Cornetto the star performers in the range. The range also includes new Calippo Shots, a refreshing mixture of red and black Calippo shots featuring cool and trendy superheroes. New Solero Strawberry

Smoothie is delicious, sweet strawberry and tangy cranberry, combined with smooth Banana flavour ice cream. New King Cone is the largest cone ever: 260ml in size with a differentiating transparent dome packaging. Also this year, HB are reviving the all-time classic mint ice cream, Mint Feast, which disappeared from HB freezers in 1994, but returns due to popular demand. In 2006, HB relaunched Magnum to reveal a new look and feel that reflected this premium brand. The relaunch was a phenomenal success and resulted in a 9% increase in the impulse singles market by Magnum. For 2007, Magnum is turning to the origins of chocolate with Magnum Java Milk Chocolate. Delicious vanilla ice cream covered with milk chocolate, it’s made with 36% of cocoa beans sourced from Java, where the best cocoa beans in the world come from. Magnum Java Milk Chocolate is available in both impulse and multipack, and will be supported with a €1m support package, starting in May. The €51m in-home category can be broken into categories: multipacks, standard, super premium, premium, light & diet and complete desserts. In Home ice cream has grown penetration to 87% (+2%), mostly due to the rise in penetration of super premium, light & diet and standard. In the premium category, HB are launching two new flavours Carte D’or Cappuccino and Carte D’or Greek Yoghurt and Honey. The Multipack sector is valued at €16.2m and growing by a colossal 22%. HB claims 68% of the market, with leading kids brands such as Twister, Loop The Loop, Choc Ice, Iceberger and premium adult brands including Magnum, Cornetto, while new multipack flavours for 2007 include Magnum Java and Solero Strawberry Smoothie, as well as new Lemonade Sparkle and Calippo Orange & Lemon/Lime.

Masterfoods Following a fantastic year in 2006, Mars Ice Cream is still the clear number two player in the Irish ice cream market, due in large part to the success of its Maltesers and Galaxy

RN April07Ice Cream ●

Top 15 Impulse products 1. HB Iceberger 2. HB Maxi twist 3. HB Magnum Classic 4. HB Cornetto Classico 5. HB Twister 6. HB Brunch 7. HB Choc Ice 8. HB Magnum White 9. HB Wibbly Wobbly Wonder 10. HB Magnum Mint 11. Maltesers Single 12. HB Cornetto Strawberry 13. HB Magnum Double Caramel 14. HB Cornetto Mint Choc 15. HB Calippo Strawberry Tropical.

The massively popular Snickers ice cream brand from Masterfoods is enjoying a premium new look.

(Source: ACNielsen, Cash rate of sales , Mat period ending 29 Oct 06)

Ice Cream brands. This season sees a premium new look for the multipack formats of Mars, Snickers, Maltesers and Twix, guaranteed to stand out in the freezer. The new enhanced packaging highlights the quality of the product ingredients, all of which are made from real dairy milk and real milk chocolate. Indeed, Mars Ice Cream accounts for eight of the top 30 best sellers, including Mars, Snickers, Galaxy, Bounty and Starburst, reflecting the brand’s success and enhanced distribution. The Galaxy brand has seen strong growth in 2006, their lines: the Heart bar, the Vanilla stick, the Caramel Swirl stick and the Galaxy Cone, made from vanilla and chocolate flavoured ice cream with chocolate layers in a wafer cone, topped with chocolate chips. Still featuring in the portfolio for fruit refreshment is Starburst Strawberry (just 117 calories per stick!) and Starburst Lemon & Lime, which was launched in 2006. In 2007, the Mars Ice Cream parent brands will be supported by an advertising spend of almost €5m. A comprehensive support programme and a collection of new promotional packs will also deliver strong growth in 2007. 32

The new Twix multipack packaging, from Masterfoods, guaranteed to stand-out in the freezer.

In 2007, the Mars Ice Cream parent brands will be supported by an advertising spend of almost €5m.

Dale Farm With weather forecasters predicting that the summer of 2007 could be the hottest on record, Dale Farm is helping ease the heat with its wide selection of exciting ice cream offerings for the young and old this year! In its 2007 range, Dale Farm is launching a host of new impulse products. Building on the success Del Monte Orange Juice Bar, from Dale Farm: a quality fruit ice stick product with 85% fresh squeezed orange juice.

RN April07Ice Cream ●

New Rapture Caramel, from Dale Farm: real dairy vanilla ice cream with caramel sauce, enrobed in Belgian milk chocolate with caramel pieces.

includes the exclusive distribution of Nestlé and Cadbury ice cream products.” Irish families will also be able to enjoy more of Dale Farm’s top selling Choc Pop. This ever-popular mint ice cream with milk chocolate pieces and chocolate sauce is is now available in a 1L Serve and Save tub. Another great dessert idea is Dale Farm’s new Ice Cream Roll, a light dessert of vanilla flavoured ice cream surrounded in delicious strawberry sauce and encased in vanilla sponge. With 2007 offerings also including Cadbury’s new Flake Cone with Raspberry Sauce and Cadbury Dairy Milk Chunky Choc Ice, as well as Nestle’s new Maxibon and Quality Street Big Purple One, Dale Farm’s reputation as an innovative and fast growing distributor continues to go from strength to strength.

decadent Rapture Caramel, real dairy vanilla ice cream with caramel sauce, enrobed in Belgian milk chocolate with caramel pieces. Dale Farm is also introducing Rapture Strawberry, a vanilla Corrin Hill and strawberry The Corrin Hill ice cream range flavoured dairy ice offers an Irish option in the ice cream in a delicious cream market. It is made from fresh biscuit cone and locally produced milk and cream, topped with a rich and is made in the traditional way strawberry sauce. by Silver Pail Dairy, a Cork family Raymond Andrews business which has been producing from Dale Farm is ice-cream for 30 years. Other natural Cadbury’s new Flake Cone with Raspberry Sauce, from enthusiastic about the ingredients include strawberries, Dale Farm. additions to their Ice real toffee, natural vanilla and mint Cream range. essence. “Indulgent luxury ice “They wanted to produce a real cream products are dairy ice cream which is affordable amongst the fastest and made from fresh natural growing in the ice ingredients,” said Thea Murphy, who cream market. Dale was responsible for developing the Farm, as a trusted and brand. Corrin Hill Dairy Ice Cream well-known ice cream company, is delighted to offer consumers a greater choice in their Rapture indulgent real ice cream range. Nestle’s new Maxibon, distributed in Ireland by Dale “In addition, Farm. their premium range offering now also includes a of its indulgent Rapture ice cream low fat, high refreshment option range targeted at adults, Dale Farm with the introduction of Del Monte is adding two more variants. In Orange Juice Bar, a quality fruit ice addition to the current Rapture stick product with 85% fresh Almond and Rapture Mint, which are New Corrin Hill Natural Frozen Yogurt is squeezed orange juice. Del Monte is a a low fat, probiotic frozen yoghurt made with delicious real ice cream welcome addition to Dale Farm’s covered in the smoothest Belgian presented in a 1 litre tub. strong product portfolio, which also chocolate, Dale Farm is adding the 34

R ●N April07Ice Cream

is available in 1 litre tubs and pint blocks. Flavours include; Creamy Vanilla, Ripply Strawberry, Saucy Choc Chip, Sticky Toffee and Mint Choc Crunch. Lovers of Corrin Hill ice cream are now able to enjoy the creamy dairy goodness of Corrin Hill ice cream as an impulse treat. A range of 4 flavours in 125ml spoon in lid tubs is now available. New for 2007, Corrin Hill Natural Frozen Yoghurt is a low fat, probiotic frozen yoghurt presented in a 1 litre tub. Its primary use is as an ingredient for making smoothies at home but it is also a healthy, refreshing alternative to ice cream.

Lily O’ Brien’s

Martin Food Equipment BLIZZ’n up a storm to make sales soar 12 months a year, Blizz is a soft ice cream concept with a delicious new menu, combining traditional soft ice cream favourites with treats and desserts that appeal to customers, young and old. Developed by Martin Food Equipment, Blizz combines the best soft ice cream with world renowned equipment and excellent ongoing support. Offering a fun new menu, Blizz Milk Shakes, Buzzy Blizz, Beanie Blizz & Choc Button Blizz Desserts, Choc Dip, Cones and more, this eye catching concept generates up to 70% profit margins with only approximately one square metre of floor space. Quick and simple to operate, this profit concept offers real opportunity for retailers to gain competitive advantage in their business and keep customers coming back for more.

Irish Chocolate manufacturer Lily O’ Brien’s have been presented with their second Mercury award in the food and beverage category at the recent International Travel Catering Association (ITCA) exhibition in Cologne, for their double chocolate mini ice cream cone. The ice cream cone was first presented to industry buyers at ITCA 2005, where it impressed, in particular, Thomas Cook airlines, who later decided to trial the products on their long haul services. Having successfully completed trials and maintained excellent quality standard throughout the long haul flights, Thomas Cook placed their first order in September 2006. The ice cream cones were available on services throughout autumn and winter ‘06 and were very well received by passengers and crew members alike. The bite-size portions and excellent taste quality impressed Mercury judges, along with the durability and convenient packaging size. Mercury is the

Lily O’ Brien’s have won their second Mercury award for their double chocolate mini ice cream cone.

most prestigious award in travel catering and onboard service worldwide, sought after by the best and most proactive companies in the industry.

Real Dairy Ice Cream Blizz'd with your Favourite Treats For more details contact CALLSAVE 1850 30 36 36

RN April07Deli ●

Deli’s Heroes!

The comprehensive deli area at EuroSPAR, Barrow Street, Dublin.

We examine the changing environment at your deli, where premium food to go offerings are fueling market growth.

recent years, there has been a significant move in the marketplace towards premium food offerings across all areas of “food to go”, including the delicatessen. With an increased awareness of world-wide ethnic foods, consumer tastes are now far more adventurous. However, the development of this new convenience concept also demands a “healthy” requirement be met.

Consumers are less and less willing to take “a calorie hit” for food that does not come up to standard in terms of taste and satisfaction. It is imperative to keep consumers interested by refreshing and augmenting the offering before it becomes predictable. This need is highlighted by the emergence of many one-off and small chains of fine food specialists. SPAR and EuroSPAR has made a conscious move towards establishing a range of ‘top-end’ products within the traditional deli, according to SPAR Ireland Marketing Manager, Safann McCarthy, which, for example, can be viewed in their EuroSPAR supermarket on Barrow Street or at SPAR Merrion Row - premium salads, high quality meal offerings including European and Asian specialities, a comprehensive range of cheeses and sliced meats and bespoke bread and pastry offerings.

Food Safety

Of course, one of the most important aspects of serving food in your store is that of food safety. With this in mind, the Food Safety Authority of Ireland have published a Code of Practice For Food Safety in the Fresh Produce Supply Chain in Ireland, “It is imperative to keep which includes a guide to consumers interested the retail sale of fresh produce, pointing out the refreshing and augmenting critical control points in the deli offering before it this important sector of your store. becomes predictable.” In the deli, fresh produce should be prepared with

utensils confined to use with fresh produce only. Containers, chopping boards, knives etc., should be cleaned and sterilised daily. Water used for produce preparation/cleaning should be clean and potable. If chlorinated wash water is to be used, chlorine levels should not exceed the recommended levels. Temperature control, of prepared produce is of utmost importance given that the prepared produce deteriorates far more rapidly as a result of the larger exposed surface area. Prepared produce should be stored between 10C and 30C. Regular checks should be made on the temperature of prepared produce using a calibrated, clean temperature probe. Produce on display should be visually inspected on a regular basis throughout the day for damage, breakdown, physical contaminants and spillages. Any poor quality produce should be immediately removed from sale and returned to the waste produce area. Stock should be continually rotated i.e. older stock displayed towards the front.

Cuisine de France As the food to go market continues to grow, Cuisine de France continue to strive to bring retailers innovative concepts and solutions by constantly reviewing their product range and analysing consumer trends. It has been identified from research that consumers have a definite day-part meal expectation. Research has also indicated that there has been an increase in purchases of breakfast

RN April07Deli ●

products of 6% and an increase of morning snacks of 9%. With this in mind, Cuisine de France, have compiled a total breakfast solution, which will drive sales in your hot counter, from the traditional Irish breakfast, to delicious hand-held snacks, which are perfect for meeting the needs of the on-the-go breakfast consumer. Cuisine de France have developed a fully cooked breakfast range, which meets with all food safety guidelines and includes delicious back bacon, tasty sausages and black and white pudding. These can be rapidly reheated from frozen, saving you time, so you can focus on serving your customers during the morning rush. The breakfast roll still remains a firm favourite amongst Irish consumers and the fully cooked breakfast range is extremely popular with consumers when filled into a freshly baked baguette and topped with crispy hash browns. For a lighter snack in the morning, consumers can try the Cuisine de France Ham & Cheese Jambon, their signature breakfast product. It is Ireland’s number one hand-held snack, with a puff pastry case filled with ham and cheese to create the ultimate continental experience. Made from top quality ingredients, its unique flavour has made it a favourite with Irish consumers. Research has also indicated that consumers are increasingly demanding premium products with high quality ingredients. As a result, Cuisine de France continue to bring the highest quality products to market. Their new Premium Pies are the latest edition to their ‘food to go’ range. The 300g deep filled pies are bigger than the current range of pies available from Cuisine de France. These exciting new pie flavours are made with premium ingredients, are MSG free and are made with non hydrogenated fats. The two flavours, the Chunky Chicken & Vegetable Pie and Steak & Ale Pie are ideal for any lunchtime offer or as a snack on the go, as they are hearty premium pies with flaky puff pastry, filled with tender meat pieces and vegetables in a delicious sauce.

White Hat Ingredients Stonehouse recently announced the launch of the White Hat foodservice 38

Cuisine de France’s new premium 300g Chunky Chicken & Vegetable Pie.

Cuisine de France’s fully cooked breakfast range is extremely popular with consumers when filled into a freshly baked baguette and topped with crispy hash browns.

The new Premium Steak & Ale Pie from Cuisine de France.

product line at the Catex Exhibition in the RDS, Dublin. The group identified a need to create a contemporary brand that represents the current environment.

Stonehouse created the White Hat brand to reflect the importance of quality, price and service. White Hat promises to provide the market with a guarantee of excellence in terms of

JohnsonDiversey

Operating successfully within, Retail, Contract Cleaning, Hospitality, Health Care, Contract Catering, Food & Brewing, In-Flight Catering, Agriculture & Laundry sectors. Sales & Administration are managed from our Jamestown Rd Finglas head office. JohnsonDiversey also manufacture cleaning solutions for the food, brewing & pharmaceutical industries from our factory in Ballyfermot site

Partnering for best solutions & service provider efficiency

General Info: • 65 employees in Ireland • 30 million sales in Ireland

Bill Austin, MD bill.austin@johnsondiversey.com For further information contact: Eugene Grogan, Retail Sales & Marketing Manager eugene.grogan@johnsondiversey.com

www.johnsondiversey.com

01 626 1182 JohnsonDiversey - Partnering for best solutions & service provider efficiency

BWG Foods & JohnsonDiversey Ireland’s newly appointed Regional Partner Distributors to supply and service in store cleaning & food safety programmes. Leinster Region Cullen & Bohan, Unit 7 the Courtyard, Fonthill Ind est. Clondalkin, D22 Tel 01 7783100 Contact: Tommy Cullen MD Munster Region Treaty Distributors, Unit F3 Eastway Business Park, Ballysimon Rd, Limerick Tel 061 440400 Contact: Eoin Carter MD Connaught Region Western hygiene supplies ltd, Curry, Cummer, Tuam, County Galway Call Save 1850 505555 Contact: Kevin Collins MD Approved by BWG Foods and JohnsonDiversey as Preferred Hygiene Suppliers

Protecting Your Shop pers & Your Reputation "One small step for your operators and one giant leap for your operation"

We at JohnsonDiversey know that in store cleaning and food safety programs can win or lose the battle for customers, enhance the store brand reputation or destroy it. These areas are also where profits can either be optimized or drained away if not properly designed, implemented and monitored. Our proposition for the retail industry is composed of system solutions covering a broad range of products and equipment from food sanitation and employee safety to floor care and restroom hygiene.

Due to the major increase in service demands from retailers, largely due to the major expansion of deli counters & to support JohnsonDiversey's rapidly expanding convenience retail business.

JohnsonDiversey is an ideal one-stop provider capable of enhancing the customer experience from entry to check-out and assuring a safe and hygienic environment for employees - economically. Our Divermite and Taski Systems are backed-up by enhanced service encompassing product training ranging from food safety and logistics to cleaning specifications in 30 languages all provided directly from JohnsonDiversey or our specialist selection of approved service providers. As the global floor care leader we will consistently deliver the standards of appearance and costs you demand for your store through a comprehensive range of floor care programs comprising chemicals, machines, cleaning tools, training and support services.

Deli hygiene food preparation & production Providing solutions designed to provide complete control over food safety and sanitation, protecting your customers, employees and business reputation: • Customized solutions that provide all the products, tools, procedures, training and service you need to manage food safety hazards. • Products and dispensing systems that ensure employee and environmental safety through reduced classification chemicals and packaging designed to reduce waste. • Disinfectants that meet or exceed all the latest legal requirements to ensure consistent performance and hygienic standards.

Divermite Dilution Control, Control the cost Increase the Quality Increase the Safety Divermite – the safe and simple to use, costeffective and environmentally friendly system.

We believe in, and practice, a strong partnership with our distributors and contract cleaner customers. Our Regional & National distributors provide a critical service in the “bundling” of all products necessary to manage a successful, profitable business including cleaning chemicals, equipment, cleaning tools, accessories and paper products. When feasible, our distributors offer a “total requirements” supply agreement, “on-line” ordering and deliver products as needed directly to your retail site.

Productivity improvement through • Higher speed combined with manoeuvrability for increased square meter coverage per hour • Reduction of time consuming tank filling stops • Increased productivity of over 30%

Ergonomy, simplicity and environmental aspect through

Available May ‘07 Contact for Demostration 01 626 1182

• Ergonomic driving and simple control functions • Water, electricity and chemical savings

JohnsonDiversey takes this opportunity to launch four newly appointed Partner Distributors to enhance our service within the retail market. Premier Safety Supplies, Western hygiene Supplies, Treaty Distributors & Cullen & Bohan have recently been appointed JohnsonDiversey Partner Distributors.

Ideal for daytime cleaning in small medium & large Retail stores

Product Suma Star D1: Suma Multi D2: Suma Extend D3: Suma Calc D5: Suma Rapid D6: Suma Inox D7: Suma Grill D9: Suma Bac D10:

Description Hand Dish Washing Detergent All Purpose Cleaner Heavy Duty Degreaser Kitchen Descaler Glass Cleaner Stainless Steel Oven & Grill Cleaner Detergent Sanatiser

Colour Code Green Blue Yellow Grey Navy Pale Pink Brown Pink

Musgrave and JohnsonDiversey Ireland’s newly appointed National Partner Distributor to supply and service JohnsonDiversey instore cleaning and food safety programmes.

Premier Safety Supplies Ltd, Unit H2 Eastway Business Park, Ballysimon Road, Limerick. Contact Billy Marshall MD Tel: 061 – 316754 Fax: 061 – 316793 Approved by Musgrave and JohnsonDiversey as Preferred Hygiene Supplier

RN April07Deli ●

quality of products at the right price, therefore ensuring attractive margins. Additionally, Stonehouse can provide a standard of service and convenience for companies, with their nationwide distribution network. Commenting on the rationale behind White Hat, Tom Shipsey, CEO, stated, “We have invested substantially in developing White Hat for the food service and FMCG market. Essential to the brand is excellent quality, high standard of products, comprehensive national network, competitive pricing and convenience. However, White Hat goes even further - it is a brand that stands out from the rest: it was built by our customers, based on their knowledge of their business. Essentially, it stands alone in terms of quality, service and price”. Stonehouse purchases on behalf of 42 Wholesale Cash and Carrys as well as the symbol groups Costcutter, Gala, Mace, Quikpick, Checkout and VIVO. White Hat fulfills the needs of a deli by supplying products to the symbol groups including dry goods, chilled goods, disposable cups and plates and a range of food containers.

Kerryfresh Kerryfresh is one of Ireland’s leading suppliers of fresh foodservice ingredients and food-to-go concepts for delicatessens and sandwich bars. Kerryfresh prides itself on working to ensure consumers can always find something different in their local deli when they need a quick meal or snack. For winter, the company introduced ready-to-go porridge, a quick and convenient format of Ireland’s healthiest hot breakfast option. The porridge is

Stonehouse created the White Hat brand to reflect the importance of quality, price and service.

Kerryfresh have expanded their hot food offering, with premium Denny 130g fresh sausage rolls.

complemented with a variety of tasty fruit toppings (mixed berry or apple & cinnamon compote). More recently, Kerryfresh have expanded their hot food offering, with the introduction of hot and spicy chicken wings and premium Denny fresh sausage rolls (a substantial snack at 130g, with extra-high meat content). This spring, Kerryfresh is launching convenient pre-sliced versions of Denny’s famous bulk hams (including the Crumbed, Traditional and Finest varieties), as well as tempting new extensions to their range of salads and sandwich fillers.

Brady Family Hams Brady Family’s portfolio includes an extensive range of premium quality, 42

hand-crafted hams. With their rich taste, firm texture and succulent flavour, only the finest fresh Irish pork is used in Brady Family hams, sourced from Bord Bia approved suppliers with full traceability to farmer. Mixed with a traditional family recipe of blended ingredients, Brady Family hams are carefully crafted following an age-old method, resulting in a non-processed, rich dry ham with no retained water. With Brady Family’s extensive range of hand-crafted hams (including traditional cooked ham, baked ham, oak smoked ham, glazed hams and old style ham on the bone), retailers can maximise all deli ham sales opportunities, including take-home purchases, sandwich fillings or thick slices for hot meals to go. The range

RN April07Deli ●

Ideal for the time-pressured shopper, Brady Family ham is also available sliced in a 140g consumer pack. This premium quality carved ham range offers all the taste of Brady Family deli hams, but in a convenient pre-pack. In response to changing consumer lifestyles, Brady Family offer a range of cooked ham joints for consumers to take-home. Removing the hassle of cooking ham at home, Brady Family consumer joints ready to eat and can be served hot or cold - ideal for family or entertaining occasions, such as buffets or barbeques.

Kraft Foods

Brady Family Traditional Irish Ham.

Kenco FreshSeal makes it easy for consumers to enjoy hot drinks anywhere.

Kenco FreshSeal is a range of well-loved brands and quality products that are irresistible to consumers, including favourite brands such as Kenco Sustainable Development, Carte Noire, Suchard, Lyons, Twinings and Bovril. With the operator in mind, loose ingredients are kept secure under a foil seal so that drinks are fresh every time. The operator simply pulls back the foil to remove the seal, then adds hot water, before putting on a sip-lid. For the consumer, the Kenco FreshSeal cup looks and feels like a coffee shop paper cup, but good looks aren’t the only thing it has to offer! Strong plastic fins around the whole cup and the attached branded wrap minimise heat transfer, making it even easier for consumers to enjoy hot drinks anywhere.

Georgia Pacific

The JustOne napkin dispenser from Georgia Pacific: the ideal dispensing system for use in delis and cafes.

includes both joints for machine-slicing and ‘on-the-bone’ joints for hand-carving, 44

creating in-store theatre and a unique competitive point of difference.

The JustOne napkin dispenser from Georgia Pacific is the ideal dispensing system for use in delis and cafes. With JustOne, napkins are dispensed ready for use one at a time, encouraging customers to take ‘just one’ – hence the name. This lowers costs and reduces wastage from over-consumption by up to 30%. The napkins themselves are high quality with an attractive embossed pattern and a thicker feel. There is also improved hygiene with the Just One dispenser as there is a decreased risk from cross contamination due to the fact that customers only touch the napkin they use. There are three types of dispensers available to suit all deli requirements and taking into account space restrictions in smaller premises - a

RN April07Deli ● Salad Display Units There are specific requirements for Salad Display Units, which should be 1.1m in height. A sneeze screen/canopy must be provided in order to protect food from contamination. The distance between the unit and the base of the screen should be 225mm. The unit should not be more than two containers deep and should be constructed of suitable materials and have no ridges or lips where dirt may accumulate. The unit should be capable of maintaining pre-chilled food at 30C. All food must be stored/displayed below the level of the refrigerant coil. The unit should be moveable or stand 225mm clear of the ground to facilitate cleaning. A temperature indicating devise in centigrade degrees, preferably LED, should be provided. It should give a reading of the warmest part of the unit and be visible to the public. The unit should have an automatic defrost mechanism. counter top unit, a high capacity wall unit/free standing, and an in-counter unit. The wall unit and the counter-top unit come with an indicator so that staff can tell when the dispenser needs refilling – thus saving time. The unique loading system means they can be loaded single handedly. And for added convenience the dispenser is easy to clean.

Avery Berkel Ireland Avery Berkel Ireland, incorporating Eddie Connally & Co., is part of the global weighing solutions group, Avery WeighTronix. Their extensive product range is used in delis throughout Ireland, particularly the M Series Electronic Scales with M2 Technology, which can be adapted to suit all labelling requirements. Avery Berkel Ireland specialise in catering to specific requirements such as SPAR’s Signature Sandwich range, and have a large presence in Dunnes Stores’ Food to Go, along with Super-Valu, Centra, Londis and Mace stores across the country. As well as their core scales product range, Avery Berkel Ireland also supply a range of labels, designed specifically for weighing, pricing and product information, as well as slicers, fly killers, knife sterilisers and gas-flush tray sealers. Their entire product range is backed up by comprehensive customer service.

Avery Berkel Ireland’s M Series Electronic Scales with M2 Technology can be adapted to suit all labelling requirements. 45

RN April07Money Matters ●

Buying a Franchise Carmel Linnane looks at the pro’s and con’s of buying into a franchise operation. “Franchising is becoming so much a part of people’s lives that its steady growth has hardly caused a ripple of awareness in the man on the street. More and more outlets and services are being replaced by franchises.”

Franchising

is big business. It is estimated that there are in excess of 5,000 different franchises on offer worldwide. There are myriad websites geared solely to giving franchise options, news and advice. In Ireland alone, there are some 250 different franchise businesses in operation. The sector is worth in the region of €1.6 billion, employing over 20,000 people. According to the experts, this type of industry has been growing at an average of 12% per annum for at least the last six years in Ireland. Franchising is becoming so much a part of people’s lives that its steady growth has hardly caused a ripple of awareness in the man on the street. More and more outlets and services are being replaced by franchises: that cup of coffee you picked up from your favourite coffee bar, the office letterhead and business cards, the company cleaning service, maybe even the company itself, are all franchises. So something must be working. With regard to success rates, it is estimated that while 60% of all start-up ventures fail in the first five years, 98% of franchises are still in business.

Franchising Franchising has been defined as a method of product or service distribu-

tion that is governed by a contract. That is the key, and for many would-be franchisees, the worry. You must remember that by becoming a franchisee, you are tied into a partnership arrangement for a defined period of time. This is a binding contract which can run for 10 to 15 years and you are bound by strict methods and systems within that contract.

Going Solo In general, many people want to become their own bosses but are afraid of the risks attached to this onerous position. Running your own business is not exactly a walk in the park. In fact, many business owners end up working twice as hard as they did when in the cushy protetction of a big company where their holidays were paid for, pensions mounting comfortably and bonuses were all handed out by someone else. Still, the pull of ownership is attractive. And with the special savings scheme payouts burning a hole in people’s pockets, the time might be ripe for change. The SSIA payout is not enough to set up a whole business on one’s own but perhaps there is another possiblity. Buy into a franchise. The types, structures and costs, relating to franchises, vary dramatically. But one thing all have in common is

RN April07Money Matters ●

some sort of longterm contract. And the prospect of signing a contract for 10 or 15 years can be daunting. Some people are more open to franchising than others. Many people would find the backup and support provided by the franchisor a great comfort. They are buying into a solid operating system for running the business. But others may not like the restrictions this implies nor the thought of trading under someone else’s brand.

Opportunities Finding a franchise opportunity has never been easier, with endless dedicated franchise websites containing a raft of different franchise options. However, picking the right franchise for one’s own needs and abilities requires a systematic approach. You may be in a hurry to start a business because your SSIA has matured or you are suffering from job insecurity. But if you do not get the selection right, you could lose your savings and end up in a sorry state.

Checklist Firstly decide on your budget. All franchises will provide you with details of the total investment required. This will help with your initial shortlisting, as you will have to match the required amount with the resources you have available for investment, combined with your borrowing capacity. Then weed out the areas you are not interested in. If you do not like handling food, then do not buy into a food franchise. If you are to be successful in any business, you must be proud and happy to be associated with it. It is important that you identify with the business and enjoy what you are doing. Location is next. Where you are going to locate your franchise? You must match your enterprise to your target market. There is no point in having a pig feed franchise if there are no pigs in your designated area. And remember the success of a franchise in one country does not necessarily mean that it will be a success in another. You must carry out market research locally. Find out what the neighbourhood wants. Ask people, conduct a basic survey. Gather all the feedback you can, then have another weeding out of the

franchises that are available and affordable. By now, you should have narrowed down the prospective franchise choices considerably. The next step is to pit them against each other.

stability is critical. Is the brand name known? To be worth your investment, the franchise should have a well established brand or at least a well thought-out strategy and budget to build the brand in the Irish market.

Track Record Create a shortlist and then compare things like proven track record. You pay initial and ongoing fees to franchisors on the basis that you are buying the experience built up over time. If this franchise concept is not tried and tested, you have to ask yourself what you are buying. Profitability should be measurable. Look for information from the franchisor about the trading history of the franchise. If this information is not made available to you, then walk away. You will be expected to invest your money in the business, so its financial

”You must remember that by becoming a franchisee, you are tied into a partnership arrangement for a defined period of time. This is a binding contract which can run for 10 to 15 years and you are bound by strict methods and systems within that contract.”

Training & Support A key success factor in any franchise system is the quality of the training provided to the franchisees. You and your staff should be given thorough initial training to help you run a successful business. Next, you should assess the quality of ongoing support. One of the biggest problems between franchisee and franchisor can be a lack of interest by the franchisor in the success of the franchisee’s business once the contract is signed. All franchisors are contractually obliged to provide you with ongoing support and backup.

Survey One of the best ways to establish the credentials of your franchises is to ask those who have already bought into them. You should look for a comprehensive listing of franchisees and take time to visit as many as you can. The franchisees will be able to tell you about the start-up phase and how long it took them to become profitable, as well as how good or bad the training and support was. Advance information is priceless. It will also help you to set a realistic business plan for your venture.

Advice All franchises involve contractual obligations, so you need to get independent advice. Look for a solicitor familiar with franchise agreements to review your agreement with you. You will also need an accountant to assist and advise on the financial aspects of your business. Franchising has its pluses and minuses. Contracts vary and need to suit your long-term goals, as you are in it for the long haul, so do not step lightly into harness. Do your research first and get good advice. Taking the time to find out as much information as you can will prepare you for the ups and downs of setting up and may mean the difference between success and failure.

RN April07Yellow Fats & Spreads ●

Not So Mellow Yellow! The €80m yellow fats market continues to evolve, with functional spreads proving extremely popular with Irish consumers.

The Low Low brand is one of Ireland’s fastest growing dairy spread and cheese brands.

The

yellow fats market is estimated to be worth over €80m (Source: ACNielsen Scantrack Feb 07) and has changed dramatically over the past few years, particularly with the arrival of functional spreads which provide a specific health benefit beyond basic nutrition. These days, the market splits evenly between the taste sector and the health sector. In general terms, the yellow fats market can be divided into four segments: butter, taste spreads, health spreads and cooking spreads. More and more Irish consumers are increasingly reaching for spreads with perceived health benefits, such as those that promise to lower cholesterol or olive-oil based spreads, which are associated with the healthy Mediterranean diet.

Kerry Foods The Low Low brand is one of Ireland’s fastest growing dairy spread and cheese brands. Its unique positioning of creating exceptionally tasty lower fats foods that can be enjoyed by all the family is inherent to its continuing success. The Low Low brand continues to cater for changing trends in consumer tastes and health needs with Low Low Original, Low Low Gold and Low Low Lower Cholesterol. 50

Golden Olive is a delicious blend of the finest dairy ingredients with the goodness of olive oil.

Low Low’s success in dairy spreads continues in the cheese category with Low Low natural cheese doubling its market share in the last three years. Low Low Creamy & Light Cheddar is available in block, grated & sliced, along with Low Low Chunky Triangles & Cheese Spreads. The Low Low brand has recently extended to include the tasty Low Low Emmental slices along with Low Low Toastie & Burger Slices. Low Low Dairy Spreads & Low Low Cheese will be heavily supported in 2007 with individual bespoke TV campaigns. Kerrymaid is a delicious dairy spread made with real dairy cream. With its rich creamy taste, it is suitable for all the

Kerrymaid is a delicious dairy spread made with real dairy cream.

family and spreads straight from the fridge. Kerrymaid has a strong core customer base, and appeals to familyoriented consumers. Kerrymaid Half Fat Butter was recently added to the Kerrymaid range, ideal for consumers who want all the delicious taste of real butter with only half the fat. Also part of the portfolio is the Kerrymaid Garlic butter, uniquely packed in portions for convenience. Kerrymaid will continue to be heavily supported through 2007, with the highly successful ‘Pampered Cows’ TV campaign. The Golden Olive brand claims leadership of the olive oil-based spreads category on the Island of Ireland and

RN April07Yellow Fats & Spreads ●

Move Over Butter, from Kerry Foods, packaged in a bright distinctive yellow tub, will continue to be heavily supported in 2007.

the brand is showing considerable growth year on year. Aimed at the ‘health and wellbeing’ consumer, Golden Olive’s marketing campaign reflects the feel of the Italy and the benefits of enjoying one of the healthiest diets, due to the goodness of olive oil. The familiar ‘At our table no one grows old’ TV campaign reinforces Golden Olive’s position to consumers. Move Over Butter is a delicious, fun and exciting butter like spread, made from a blend of vegetable oil and buttermilk, which is loved by the whole family. Move Over Butter, packaged in a bright distinctive yellow tub, will continue to be heavily supported in 2007.

Connacht Gold As the butter category experiences a resurgence of growth, Connacht Gold’s branded offerings claim the number one New Connacht Gold Butter Sauces will drive consumer position in Low Fat spend and increase value and volume sales in the butter Butter and Softer category. Butter

Connacht Gold introduced Softer Butter in 2006: the unique taste of butter will all the convenience of a tub and the assurance of resealability. 52

segments. Butter is now one of the fastest growing segments of the yellow fats markets and Connacht Gold Low Fat butter continues to outperform category growth, with an impressive sales increases in 2006 of 14%. As health and well being become more important to people’s lifestyle needs, Connacht Gold Low Fat Butter is ideally positioned to meet these needs. Connacht Gold introduced Softer Butter in 2006 and this is now firmly established as the number one alternative to foil butter, according to the company. Consumers now enjoy the unique taste of butter will all the convenience of a tub and the assurance of resealability. Also new in 2006 was an innovate range of Connacht Gold Butter Sauces. These new sauces are an ideal accompaniment to meat and fish dishes. Conveniently packaged in 100g sticks and are fully microwavable, consumers can now enjoy the taste of Pepper, Mustard, Parsley or Hollandaise varieties with their favourite meals. Connacht Gold Butter Sauces will drive consumer spend and increase value and volume sales in the butter category. This new range of products will be strongly supported in 2007 with above the line activity to communicate the key attributes of the product, as well as below-the-line activity, including on-pack offers. With a marketing spend of €500,000 in 2007, Connacht Gold will continue to drive significant value and volume growths in the butter category.

Connacht Gold Low Fat butter continues to outperform category growth.

RN April07Yellow Fats & Spreads ●

Breeo Foods Ltd The Dairygold brand claims market leadership in the yellow fats market, with a total market share of over 25% (Source: ACNielsen Scantrack Feb 07). Well known for its taste and quality, Dairygold Original is uniquely made in a churn, with only the best natural ingredients and contains no additives or preservatives. Moving into the health sector, Dairygold Heart was recently relaunched with new packaging and reduced salt. Dairygold Heart contains plant sterols that are clinically proven to reduce cholesterol by up to 10%, and is now available with 33% less salt, which makes it even more effective in helping to manage blood pressure and overall heart health. Dairygold Light+ was also recently relaunched with new packaging design and added vitamins and folic acid. In late 2006, new Dairygold Omega 3 was launched, backed by findings of an IUNA survey conducted on behalf of Dairygold Omega 3, which found that 98% of Irish kids do not get enough Omega 3 in their diet. 2007 will see five new ads on air for the revitalised Dairygold, while the brand also has an exciting innovation program in the pipeline for 2007.

The Dairygold range includes Dairygold Original, Dairygold Heart, Dairygold Light+ and newly launched Dairygold Omega 3.

Flora offers a range of healthy products that cater to consumers’ needs when combined with a healthy diet.

Unilever Flora, Unilever’s global heart health brand, remains the number one brand, claiming 45% of the health sector of the yellow fats market (source: ACNeilsen), with a range of products to suit consumer’s needs. Flora most recently launched the Omega 3 Plus range, a spread and mini-drink for all the family to boost their intake of Omega 3, which, Flora continues in its mission to make Ireland’s hearts healthier and this year launched the Flora ‘Love Your Heart’ Campaign to motivate consumers to take action to reduce their risk of heart attacks and stroke. Flora is proud sponsor of the Flora Women’s MiniMarathon, which encourages 40,000 women to run a 10k marathon for charity. Flora’s Heart Health Screening campaign will once again tour the country, testing the nation’s cholesterol and blood pressure and encouraging the public to think about their heart health.

A household name, Kerrygold claims a 46% share of all butter sales in Ireland.

Irish Dairy Board Kerrygold, from the Irish Dairy Board, is now Ireland’s only truly internationally known food brand. Originally developed for the UK market in 1961, it is now the leading butter brand in Germany, with sales of over 2m packs per week. It also has a strong consumer franchise in other EU countries, including the UK, Belgium, Spain and Poland. Despite the gradual dismantlement of EU market support mechanisms, markets

continue to be developed, with Kerrygold butter a popular choice in the US and South Africa, while Kerrygold products were launched in Australia in early 2005. A household name in Ireland, the Kerrygold brand is synonymous with quality and evokes all the traditional lifestyle values rooted in the Irish countryside. Supported by in-store promotion and television advertising, Kerrygold claims a 46% share of all butter sales in Ireland. 53

RN April07Oils ●

Oil Reserves Olive oil consumption in Ireland continues to rise, as more and more consumers are turned onto its health benefits.

Irish

consumers are increasingly concerned about their health, which is perfectly evidenced by the growth in olive oil consumption in Ireland. Scientists and dieticians agree that Olive Oil is a healthier alternative to other oils and fats as it is high in monounsaturated fat, which reduces bad cholesterol without harming good cholesterol. Worldwide olive oil production stands at 460m gallons, and the largest producing countries are Spain, Italy, Greece, Portugal, Tunisia, Turkey and Syria. There is at least some good evidence from epidemiological studies to suggest that higher proportion of monounsaturated fats in the diet is linked with a reduction in the risk of Coronary Heart Disease. This is of significance because olive oil is considerably rich in monounsaturated fats, most notably oleic acid. There is a large body of clinical data to show that consumption of olive oil can provide heart health benefits such as favourable effects on cholesterol regulation and LDL cholesterol oxidation.

Shamrock Foods Since its inception in 1957, Roma prides itself on being the leading Italian ingredient brand in the Irish market place, renowned for its high product quality and continuous innovation to meet the changing needs of Irish consumers. This innovation is also evident in the Roma Olive Oil range. Roma Stir Fry Oils are an exciting new addition to the Roma range and complement the other products in the brand’s portfolio. The range includes three unique variants – Chinese, Thai, and Lemon Grass, which promise to add flavour and zest to any stir fry dish. Roma have also added two new convenient 250ml sizes to its Pure Olive Oil and Extra Virgin Olive Oil range.

Roma’s popular olive oil range is performing extremely well in Ireland.

Don Carlos Olive Oil Don Carlos, from Boyne Valley Group, is Ireland’s top selling brand of Olive Oil, according to the Roma Stir Fry Oils are an exciting new addition to company. Spain is the the Roma range and complement the other products largest producer of Olive in the brand’s portfolio. Oils in the world and Don flavours including Mixed Herbs, Basil Carlos Olive Oil is sourced from the or Chilli. finest olive groves in the heart of the Spanish countryside. Don Carlos Olive Oil is available in four varieties: Febvre & Co. Don Carlos Select – a rich bodied The Pons family have been harvesting Extra Virgin Olive Oil, Don Carlos olive trees since 1945, following a Extra Virgin Olive Oil, Don Carlos tradition that half a century later Pure Olive Oil and Don Carlos Mild & allows consumers to enjoy their Light Olive Oil. Don Carlos also magnificent Romulo Olive Oils. offers a range of Extra Virgin Olive Romulo Olive Oil is obtained Oil which is infused with aromatic exclusively from the superb

RN April07Oils â&#x2014;?

Don Carlos Olive Oil is sourced from the finest olive groves in the heart of the Spanish countryside.

Arbequina and Cornicobra varieties, which are native to the North of Spain. Both olive varieties produce noble, full-bodied, sweet and pleasantly fruity oil. Romulo Spanish Extra Virgin Olive Oil and Romulo Spanish Pure Olive Oil are available in 50cl, 1 Litre and 5 Litre. Romulo Organic Extra Virgin Olive Oil is

available in 50cl while a range of flavoured Exta Virgin oils are available in 25cl bottles. El Cortijo contains a minimum of 35% high quality extra virgin olive oil blended with rapeseed oil. Rapeseed oil is neutral in taste and therefore El Cortijo achieves the full flavour of olive oil at a lower cost. El Cortijo is identical to olive oil in colour, taste and aroma and it is 100% natural. El Cortijo is available in 5 litre plastic bottles.

The Romulo olive oil range from Febvre & Co. Ltd is obtained exclusively from the superb Arbequina and Cornicobra varieties, which are native to the North of Spain.

BR Marketing

El Cortijo contains a minimum of 35% high quality extra virgin olive oil blended with rapeseed oil.

The Monini brand is renowned in Italy for its expertise in extra virgin olive oil.

Monini, the authentic olive oil brand, started production in 1920, specialising in extra virgin olive oil. Today, Zefferino Monini still personally tastes the oils and selects only the best quality to ensure the highest standard are maintained in keeping with family tradition. The Monini brand is renowned in Italy for

their expertise in extra virgin olive oil and is recognised as the number one olive oil brand, the company claims. The range in Ireland now includes Extra Virgin, Pure Olive Oil, GrandFruttato, Oilbios Organic, Grapeseed and Balsamic Vinegar, catering to consumersâ&#x20AC;&#x2122; every possible need. BR Marketing will be supporting Monini with extra fills, 55

RN April07Oils ●

FryLight: One Calorie Spray WITH today’s hectic lifestyle, consumers are becoming increasingly health conscious, giving FryLight the opportunity to increase its sales potential. FryLight, distributed by Kelkin Ltd, is a 1 calorie, non stick spray, which eliminates up to 97% fat. With an extremely strong following from slimmers and health conscious consumers, FryLight Sales continue to grow. Kelkin has planned extensive ABL activity, including advertisements in Unislim and Weight Watchers magazines, as well as in various national titles. There will also be targeted sampling throughout the year. FryLight is currently available in Extra Virgin Olive Oil Spray (250ml) and Sunflower Oil Spray (250ml) and ‘Better than Butter’, which is proving FryLight is a 1 calorie, non stick spray, to be a great success with consumers. which eliminates up to 97% fat.

added value promotions, coupons, advertising in key titles and range of PoS solutions to ensure retailers capitalise on the growing demand for the brand.

Kelkin

The severe selection process at Filippo Berio, developed from over 130 years experience in olive oil production, ensures that the consistent high quality of the brand is maintained. 56

benefits of the regular extra virgin variety. Filippo Berio will also be launching a new range of Balsamic and Wine Vinegars and adding new pestos to the already successful Classic, Sundried Tomato and Black Olive Pesto range. Filippo Berio will continue to provide consumers with value added promotions throughout the year and will be increasing investment in consumer advertising this year.

Beck Smith & Associates Beck Smith & Associates distribute a wide range of cooking oils to the Irish market on behalf of Princes. The product range includes Flora (pure sunflower oil with added vitamin E), Mazola Corn Oil (particularly popular in Asian cooking), Olivio, Cookeen & Spry Crisp ‘n’ Dry. Crisp ‘n’ Dry's principal use is for shallow and deep-frying. Crisp 'n Dry products contain a specific ingredient to ensure that food remains crisp and does not 'hold' oil after frying - a key part of the brand's appeal. Olivio is mainly used for shallow frying but is also popular in salad dressings, and continues to grow with the popularity of Mediterranean cooking. Cookeen is a vegetable oil product primarily used for pastry and baking. The brand is benefiting from the recent revival of home cooking.

Filippo Berio Olive Oil, from Kelkin, is the brand of choice for millions of consumers throughout the world. The Filippo Berio brand has significant market share on five continents and in Ireland it claims 13% of the olive oil market. Filippo Berio remains the only familyowned Italian Olive Oil brand with a successful international presence. The severe selection process at Filippo Berio, developed from over 130 years experience in olive oil production, ensures that the consistent high quality of the brand is maintained. This year will see a lot of new products join the Filippo Berio portfolio. A new Mild Extra Virgin Olive Oil was launched in March which gives consumers a lighter Beck Smith & Associates distribute a wide range tasting extra virgin oil while of cooking oils, including Flora, Mazola Corn Oil, Olivio, Cookeen and Crisp ‘n’ Dry. maintaining all of the health

RN April07Organic Food ●

Consumers Keen for Green Organic food is a growing market, as more and more Irish consumers demand organic produce in-store.

The

organic market in Ireland continues to grow, as more and more Irish consumers reach for foods that they perceive to be healthier. Land area under organic production in Ireland increased by 15% in 2005, and the market for organic food has grown rapidly in recent years. It was estimated to be worth €66m at the end of 2006, up from just €38m at the end of 2003. However, a large portion of this is imported and the Minister for Agriculture and Food, Mary Coughlan TD, recently called on Irish farmers and processors to grasp the opportunity to substitute Irish produce for imports. Indeed, Bord Bia have established a three-year marketing plan for the organic sector, and National Organic Week is now an annual event, promoting the organic sector to

The market for organic food has grown rapidly in recent years. It was estimated to be worth €66m at the end of 2006, up from just €38m at the end of 2003.

Made from 100% Organic Oats, the Flahavan’s range includes Organic Porridge Oats and Organic Jumbo Oats.

consumers. Sales of organic milk, in particular, remain strong in Ireland, with expected growth rates of 20% for the year to March 2007, according to the Organic Milk Suppliers Cooperative. When combined with increased demand for organic yogurt and cheese, it points to an extremely healthy organic dairy sector. However, it’s not just in the dairy market that organic food is gaining a strong foothold, and organic food and drink is making its mark across practically every aspect of the grocery sector. One of the big problems with organic food over the last few years, however, from a consumer perspective has been ensuring that food that is marketed as organic really is organic. “There is only one guarantee that you are buying organic food,” noted Brendan Smith TD, Minister of State at the Department of Agriculture and Food, “and that is an official certification from one of the Irish organic farming bodies or an approved body in another EU member state. If the seller can’t show you the certification, then you have absolutely no assurance whatsoever about what

you are buying.” Indeed, the Department of Agriculture and Food successfully prosecuted a Cork trader for breach of the regulations controlling the organic sector last November, the first prosecution of its kind. “Organic food normally commands a premium price,” noted Minister Smith. “Generally speaking, there are good reasons for that because it is more expensive to produce. But it is vital for the consumer to have the fullest confidence that he or she is getting a genuine organic product. That is why we absolutely cannot and will not tolerate traders who break the rules.” There are three bodies authorised to certify organic producers and processors in Ireland: the Irish Organic Farmers’ and Growers’ Association (IOFGA), Organic Trust and Demeter Standards Limited.

Flahavan’s Flahavan’s, recognised as producers of top best quality oat cereals, have a new range of award-winning Organic Oats available in 1kg bags. Made from 100% Organic Oats, the range includes Organic Porridge Oats and Organic

RN April07Organic Food ●

Jumbo Oats – a larger thicker oat flake, ideally suited for making porridge with extra bite. These new products have a strong appeal to consumers who care about their diet and appreciate the positive nutritional value of porridge. The distinctive Flahavan’s texture and taste, together with the intrinsic health benefits of organic porridge, combine to make Flahavan’s Organic and Jumbo Porridge Oats, the brand that consumers can trust. Milled in an environmentallyfriendly manner, Flahavans burn the outer shell of the oat to power the boiler, which generates steam for the cooking process. Electricity is also generated from the original millstream alongside their mill on the river Mahon. Flahavan’s long heritage of oat milling is reflected in the packaging of the new range, which has a distinctive retro feel, derived from an original Flahavan design from the 1940s and made using recycled paper. Flahavan’s Organic Oatflakes are certified by the Organic Trust Limited.

Kelly’s Organic All of Kelly’s Organic products are made on the shores of Lough Ennell, on fields that are farmed organically and never see sprays or fertilisers. Even the cows that produce the milk are treated with herbal remedies on the odd occasion when they are unwell. From their milk, Kelly’s create a unique range of organic fresh cheese, yogurts and yogurt drinks, prepared and bottled on the farm, where they are hand-filled into glass jars. No form of preservatives or artificial flavouring is used in their manufacture. Kelly’s Organic dairy products include their organic cheese range, a selection of four organic cream cheeses,

The Kelly’s Organic range includes organic fresh cheese, yogurts and yogurt drinks, prepared and bottled on the farm, where they are hand-filled into glass jars.

Simply Delicious mayonnaises and sauces have been available since 1986.

flavoured with various herbs, from nettle and chives to sundried tomatoes and olives or peppers. Kelly’s product range also includes a delicious range of organic probiotic yogurt, one natural and the others with strawberries, peach, vanilla and forest fruits, and a range of organic yogurt drinks with pureed fruits. The company has picked up a number of awards to date, including their cheese being highly commended in the Best Dairy Product category at SHOP 06, as well as winning two Gold Awards at the All Ireland National Farmhouse Cheese Competition, held in Listowel in 2006, for the Best Organic Cheese and Best Soft Cheese – Dairy. They were also recommended by the Bridgestone Food Guide, while they picked up two Bronze Awards in the

World Cheese Awards, held in March of this year.

Kelkin Simply Delicious mayonnaises and sauces have been available since 1986. Simply Delicious organic products are naturally pure and wholesome, free from artificial colours, flavours and added preservatives. They are all suitable for vegetarians, having Vegetarian Society approval. Their sauces are delicious and are available in four fantastic flavours Seafood, Tartare, Mint and Horseradish. In short, the Simply Delicious Range consists of great tasting products with all the health benefits of organic food. The range of Whole Earth Fruit Spreads were re-launched in January 2007 when Whole Earth introduced a 59

RN April07Organic Food ●

new range of high quality, superior tasting fruit spreads made from 100% organic fruit and no added sugar. They are only sweetened with apple or grape juice. They are available in five delicious flavours: strawberry, raspberry, apricot and thin & thick cut marmalade.

Lifeforce Lifeforce’s world of healthy food has an exciting, brand new look. Lifeforce Original Irish Muesli, from Boyne Valley Foods, is synonymous with wholesome, healthy eating. This satisfying breakfast cereal is high in complex carbohydrates, fibre and other nutrients – essential for the most important meal of the day. Lifeforce Muesli is easy to prepare and tastes simply delicious with both cold and hot milk. It is made from the finest Irish grown cereals and specially selected nuts and fruits. Lifeforce Original Irish Muesli tastes as nature intended without artificial additives or table sugar. The naturally sweet flavour is attributed to the finely chopped dates and finest raisins. Lifeforce Original Irish Muesli is available in 1.5kg and 750g packs. A ‘Tried ‘n’ Tested’ taste panel carried out by the Irish Independent rated Lifeforce Original Irish Muesli as one of the best mueslis on the Irish market. The panel rated the taste, appearance and the sumptuous fruit quantity in the muesli as being excellent. New to the Lifeforce Muesli range are Lifeforce Tropical Muesli, which is certified Fair Trade, and Lifeforce Gluten Free Muesli, both available in 500g. Lifeforce is celebrating its new look with some very exciting promotions on offer in the coming months as well as some very strong Lifeforce advertising in both consumer press and on radio.

BR Marketing Founded in Australia in 1953 by brothers Tim and Bert Smith, Capilano is now one of the largest honey producers in the world. Capilano is 100% pure Australian honey, and contains no added preservatives, colours or flavours, and has 0% fat. The range includes Premium, Organic, Medihoney and newly introduced 60

Whole Earth Fruit Spreads: high quality, superior tasting fruit spreads made from 100% organic fruit and no added sugar.

The Lifeforce range: Lifeforce Original Irish Muesli, Lifeforce Tropical Muesli and Lifeforce Gluten Free Muesli.

Coastal and Outback honey. Capilano’s Premium Organic Honey is a pure blend of eucalyptus and ground flora honeys, rich in character and flavour. These honeys consist of light and dark, strong and mild honeys, which are blended together to give an organic honey that is consistent. Capilano honey is enjoying annual growth of 70%. BR Marketing will be supporting Capilano Honey with extra fills, coupons, advertising in key titles and range of PoS solutions to ensure retailers capitalise on the growing demand for the brand.

Cadbury Ireland Green & Black’s aim is to create great tasting chocolate, and they believe that every step from bean to bar is equally important. The way their chocolate is created is unique. They select only the finest organic ingredients for their products and take extra time and care to bring out the intense flavour that has become Green & Black’s trademark. The cocoa is grown using sustainable and bio diverse farming methods, thereby supporting a balanced natural eco-system. In 1994, Green & Black’s launched the world’s first ever product to carry the Fairtrade mark – Maya Gold Chocolate, which is made with the

Capilano is 100% pure Australian honey, and contains no added preservatives, colours or flavours.

cocoa grown by Maya Indian farmers in southern Belize. They have a long-term contract, guaranteeing to buy all the cocoa they can produce. This security helps them to improve their quality of life and provide a better education for their families. Noble though these principles are, it is the delicious taste of Green & Black’s chocolate that keeps consumers coming back for more.

RN April07Organic Food ●

Strathroy Dairy Strathroy Dairy Ltd have been processing, packing and marketing organic dairy products for some time now on behalf of Emerald Organics, a group of approved organic dairy farmers. These products are now available throughout the island of Ireland, under the Emerald Organics brand. Fresh milk and cream are available in a variety of pack sizes. The product range is constantly under review to reflect changing consumer demands. Strathroy Dairy is approved for the production of organic products by the Organic Trust. Annual inspections ensure that Strathroy meets the high standards set by the Trust, giving the consumer confidence in knowing that they are purchasing quality Irish organic produce. Demand is continuing to increase for their range of products, with fresh milk in the bright litre carton being the most popular. Emerald Organic products are now available nationwide to the retailer, wholesaler or for the manufacturing industry.

Organic Harvest

“Our reasonable price point of €2.49 per 500g soup pot has also been a very important factor in our success to date,” explains Pat McGrath. “Consumers will only pay 10%-15% more than the ‘norm’ for organic products so it is vital that our product selling price is competitive with other fresh soups.” The Organic Harvest soup range includes eight varieties: Vegetable; Cauliflower, Cheese & The delicious taste of Green & Black’s organic Broccoli; Potato & Leek; chocolate keeps consumers coming back for more. Red Pepper & Tomato; Tomato & Basil; Spicy Vegetable; Carrot & Coriander; Spinach & Lentil. All are available in 500g or 300g convenient microwaveable pots. All Organic Harvest soups have a 35-day shelf-life and are available nationwide through PRM Distribution.

Edward Dillon & Co. Ltd

“From a standing start, Organic An increased interest in Strathroy Dairy Ltd’s organic dairy products are Harvest soups have taken 20% of sustainability is fuelling available throughout the island of Ireland, under the fresh soup market in Ireland the demand for premium, the Emerald Organics brand. in less than two years,” boasts Pat organically produced McGrath, Managing Director, wines in the Irish Organic Harvest Soups. market. Bonterra, The total soup market in meaning “good earth”, Ireland is worth over €61m. In represents the superIreland, soup has a 95% premium range wines household penetration. The from Fetzer fresh soup sector now Vineyards. The represents 21% of the total Northern soup market, at €12m, and Californian winery has grown by 8% year-onhas been at the year for the last four years in forefront of Organic a row. The Organic Harvest Viticulture for more fresh soup range is both fresh than two decades Organic Harvest have a range of organic soups, and healthy. None of their and is one of the which have proved extremely popular with Irish products contain largest organic consumers. preservatives, additives, grape producers in Chardonnay, Cabernet Sauvignon and colourings, chemicals, the world. In fact, Bonterra Zinfandel single varietals. Bonterra flavorings or any GMO was the first major wine was awarded the prestigious Silver ingredients, and they are brand to be given Gilt medal for its Organic Wine also dairy free. Their accreditation by the Soil Garden at the 2003 Chelsea Flower range of 100% natural Association. The 100% Bonterra, from Fetzer Show. More recently, the IWSC organic soups are freshly Vineyards: the Northern organic Bonterra range Californian winery has awarded the bronze medal to Bonterra made on a daily basis of world-class wines been at the forefront of Cabernet Sauvignon and gave the Seal with only the best supplied by Edward Organic Viticulture for of Approval to Bonterra Chardonnay. organic ingredients. Dillon & Co. Ltd includes more than two decades. 61

RN April07Juice ●

Juicy Profits The juice market is more competitive than ever, with innovative new products fueling market demand.

It’s

a well-documented fact that the Irish consumer is becoming increasingly health conscious, and more and more consumers are displaying a preference for drinks that are either functional or low in sugar, calories and even carbohydrates, hence the continued growth of the juice sector. The rise in prominence of juice and smoothie bars, either standalone operations or part of existing convenience stores, is testament to this fact, but it can also be seen in the growth of carton, PET and tetra pack juice formats, where new, lighter, healthier products are grabbing a larger slice of the market than ever before. Exotic flavours, new juice blends, smoothies and ‘functional’ juices, enriched with vitamins and minerals, continue to drive market growth. However, the market for pure fruit juice remains extremely healthy.

GlaxoSmithKline Offering a range of products to suit consumers of differing ages and taste preferences, Ribena remains a strong performer in both the Ready to Drink (RTD) and Concentrates sectors. The Ribena RTD range includes a choice of formats, each specifically designed to provide continuity of appeal from a young age through to 62

teens and young adults. For smaller members of the family, Ribena RTD 288ml tetra pack cartons retail in a range of juicy flavours. Designed with older children and pre-teens in mind, the Ribena 330ml Sportscap bottle follows on, complete with a contemporary design and resealable packaging to Ribena: a strong performer in both the Ready to Drink (RTD) and Concentrates sectors. perfectly appeal to this discerning group. In addition, an upto-the-minute new valve cap ensures this product remains at the cutting edge of schoolyard ‘cool’ and for parents means no spills or mess. Multipack formats for both the Ribena RTD 250ml carton range and Sportscap variant also ensure The Sqeez brand has extended its successful Smoothie range with the introduction of two new flavours, Redberry & stocking up lunchboxes with a Pomegranate and Mango & Orange. No Added Sugar Blackcurrant. With nutritious drink couldn’t be simpler. each 250ml serving delivering the full Aimed at teens and young adults, Recommended Daily Requirement of the high-performing Ribena 500ml Vitamin C, Ribena also receives a firm range affords all the refreshment of a ‘thumbs up’ from parents too. great-tasting still drink coupled with Supported by a ‘Kind to Teeth’ a more generous serving size. This promise, Ribena No Added Sugar sub-range now includes Ribena Really Toothkind remains a popular choice. Light Blueberry – a delicious new Furthermore, Ribena Really Light flavour with no added sugar, perfectly perfectly meets contemporary in keeping with modern tastes. consumer demands for lower calorie Ribena also remains a strong products. contender in the Concentrates Spotlighting the brand over the segment. This range includes a choice coming months, a new look is now of Ribena Original Blackcurrant, rolling out across the entire Ribena Ribena Toothkind No Added Sugar range. Ensuring a strong impact on Blackcurrant and Ribena Really Light

RN April07Juice ●

shelf, the new design conveys the brand’s real fruit ingredients and premium positioning. This initiative will also underline the key message: “95% of Irish blackcurrants go into Ribena”, reinforcing the brand’s homegrown basis and quality proposition. An ongoing, dedicated programme of marketing support and further high profile initiatives extending through the line will also generate a strong demand for the Ribena brand throughout 2007.

Batchelors The Sqeez brand continues to meet the needs of Irish consumers with its refreshing and delicious juice range. The brand has now extended its successful Smoothie range with the introduction of two mouth-watering new flavours, Redberry & Pomegranate and Mango & Orange, available in 1L cartons. Complementing this was the launch of the convenient 200ml Smoothie cartons at the start of the year. These handy size packs are a definite winner for consumers looking for a healthier lunch alternative. The Sqeez brand also returned to TV screens at the start of this year with its ‘Angel and Devil’ TV campaign. The ‘Wickedly Good’ ad will continue to air in key periods throughout the year. To further support the creative, watch out for consumer sampling in heavy commuter locations as well as other eye-catching activities designed to endorse the ‘Angel and Devil’ theme.

Coca-Cola Bottlers Ireland Fruice, from Coca-Cola Bottlers Ireland, is the fastest growing ambient juice brand on the Irish market with growth of 19.6% YOY (Source: ACNielsen MAT Oct 06 ROI). The Fruice range comprises of take home and impulse packs which include pure juices, juice drinks and smoothies. Fruice Orange claims leadership of the 330ml juice market in Ireland (Source: ACNielsen MAT June 06 ROI) Fruice brand awareness and advertising has gone from strength to strength, with recognition for the ‘It’s

a Natural Thing’ campaign coming by way of the November 2006 IAPI Advertising Effectiveness Awards. Fruice received an award in the long-term campaign category, which rewards campaigns that maintain and strengthen a brand over a period of two years or more. This campaign will continue to be aired over the summer months, with below-the-line activities to further enhance awareness and trial in 2007. Fruice is at the Fruice: one of the most dynamic, innovative juice forefront of innovation brands in the marketplace. within the ambient juice category. New lines and flavour extensions, the latest of which will be launched in summer 2007, will respond to consumer demand for juices with added health benefits. These will help to copper-fasten the position of Fruice as one of the most dynamic, innovative juice brands in the marketplace.

Premier Foods Ireland Rich in Vitamin C and antioxidants, Ocean Spray cranberry juice is full of goodness and appeals to consumers of all ages. Being the number one cranberry brand in Ireland, it claims 60% of the cranberry market (ACNielsen, February 2007) Research shows that Ocean Spray cranberries are crammed with natural super antioxidants and unique immune boosters Rich in Vitamin C and antioxidants, Ocean that help neutralise harmful Spray Cranberry Classic Juice Drink. bacteria. The Ocean Spray range is portfolio, which includes Cranberry & available in many flavours, including Mango, Cranberry & Raspberry and Cranberry Classic, Cranberry & Cranberry Classic. Raspberry, Cranberry & Blackcurrant, The Ocean Spray range also Pink Grapefruit, and the new includes an extensive selection of Cranberry & Pomegranate and premium chilled drinks available in a Cranberry & Blueberry flavours. convenient 500ml, 330ml and 200ml Those seeking a lower-calorie TetraPak. juice, without compromising on taste, will enjoy the Ocean Spray Light 63

RN April07Juice ●

Kelkin Kelkin have developed an extensive range of fruit and vegetable juices, including an organic selection. Organic choices include juices such as Organic Carrot Juice, Organic Red Grape Juice and Organic Vegetable Juice. New additions to the range are Organic Tomato Juice and Organic Carrot & Orange Juice. All are in 750ml glass bottles. The Kelkin range also includes family favourites such as Kelkin Multivitamin Drink (1litre), Kelkin Apple Juice (1litre) and Kelkin Cranberry Juice (1litre). Both the Cranberry Juice and Multivitamin Drink are also available in a handy 200ml lunchbox size. Kelkin Pomegranate and Apple Juice (750mls) contains high levels of potent, naturally occurring polyphenols and phtyonutrients to help to protect against disease. Kelkin NFC (Not From Concentrate) Orange Juice (1 litre and 330ml) is a 100% pure juice product which contains no added sugar and no artificial colours,

flavours or preservatives, giving that ‘just squeezed’ taste straight from the bottle. It is also rich in anti-oxidants, folate and potassium, which have been shown to protect against heart disease, demonstrating the Kelkin philosophy of providing Irish people with real and valuable healthy diet options. With the exception of Kelkin Cranberry Juice, Kelkin juices have no added sugar, no preservatives, no Pomegreat is available in 1Ltr Original, Blueberry, artificial colours, are low Raspberry and new Acai Berry. in calories and rich in antioxidants. Just one 150ml glass of Kelkin juice amounts to one of the five recommended daily servings of fruit and vegetables.

Robt. Roberts

Pomegreat is an enchantingly different, thirst quenching juice drink made from the Pomegranate fruit, which has been elevated by scientific research to superfood status. Pomegranates contain powerful antioxidants and vitamins. In fact, studies suggest that pomegranate juice has almost three times as many antioxidants as red wine, green tea, cranberry or orange juice. Pomegreat is free from artificial colourings, sweeteners and preservatives. A serving of Pomegreat contains 50% of an adult’s RDA of vitamins A, C and E and also contains 100% of the RDA of folic acid. Pomegreat is available in 1Ltr Original, Blueberry, Raspberry and new Acai Berry. Also from Robt. Roberts, Libby’s is a traditional and well loved family juice drink in Ireland. One of its most popular variants is Libby’s Orange C and Apple C – refreshing juice drinks enriched in vitamin C. Kelkin Not From Concentrate Orange Juice is Other juices include Libby’s a 100% pure juice product which contains no Organic range, available in both added sugar and no artificial colours, Apple and Orange, and Libby’s flavours or preservatives. Fairtrade Fruit Passion Range,

Libby’s Fairtrade Fruit Passion, deliciously refreshing juice with the Fairtrade seal of approval.

deliciously refreshing juices with the fairtrade seal of approval. Welch’s is the number one grape juice in the market and is available in delicious flavours, including Peach, Mango and Pear. The newest addition to the Welch’s family is Welch’s Purple Grape Light. This heart-healthy juice is rich in vitamin C, high in flavonoids and low in fat.

RN April07Forecourt Focus ●

At the Harte of the Community Robert Harte’s brand new forecourt store in Ennis, Co. Clare, sports the latest Mace image.

Robert

Harte has worked for a variety of symbol groups and multiples, having spent time working with SuperValu, Dunnes Stores, Centra, Gala and Mace, before settling down and opening his own Mace forecourt store on the Quin Road in Ennis, Co. Clare in November last year. “I wanted to start working for myself, so I started keeping my eyes and ears open, and when I found out about this location, I knew it was too good to pass on,” Robert enthuses. Of course, given the pressures associated with setting up a retail business these days, Robert could not build his success story alone. Robert, together with his fiancée, Rosemary, run their retail forecourt business together. A fully-qualified Health & Safety Officer, Rosemary has kept on her full-time job as a teacher and therefore only works the “glamorous” shifts instore, i.e. weekends, evenings etc.! When it came to choosing his symbol group partner, Robert had very clear ideas of what he wanted. “One of the main reasons I was so keen to work with Mace was that Mangans took me to an open day in May of last year to dis-

Pictured are (l-r): Michael Breen, Territory Manager, Mace; store owners Rose Flanagan and Robert Harte; and David Mangan, Mace Development Manager, Munster. 66

play the new Mace image,” he recalls. “I really liked the new branding, I thought the image was vibrant and something a little different. Mangans really put a great presentation together.”

Excellent Support Robert received excellent support and commitment from Mace during the design and construction phase of the project. David Mangan, Mace Development Manager, Munster, acted as project manager for Robert, who was still in another location while the forecourt was being developed. Further help in the planning phase came from Tony Lees, Mangans National Development Manager. “I was still working elsewhere during the design and construction stage,” Robert notes. “Obviously, that’s not an ideal situation, but I had prior commitments that I was determined to see through. With all the support I was getting from David and the Mace development team, I was free to do that without having to put off the development of the shop.”

RN April07Forecourt Focus ●

The shop opened on the November 10 last year and trade began briskly. Both Mace and Topoil, the forecourt fuel supplier, say the store turnover figures have exceeded initial expectations since opening. The store is situated about a mile from the centre of Ennis, far enough out to avoid traffic and parking issues. It is located near the county mart, the GAA Grounds and the Ennis train and bus stations.

Country Deli While there is a considerable grocery offering in the forecourt shop, the focus is very strong on hot and cold food-togo, which is most evident in the prominence of the Country Deli on entering the store. Developed by Mangans Wholesale and Kerry Fresh, the Country Deli is a branded deli concept, which was launched last year. It is currently on offer in about 20 Mangans Mace shops and there will be double this amount of stores with the concept by the end of 2007. According to David Mangan, the Country Kitchen concept is being very warmly received in Mace shops. An ultramodern deli with old world touches, such as chalkboardstyle price displays and an organic wood finish, the Country Deli offers an attractive, customised sandwich range, with the same range on offer at every Country Deli. The Country Deli concept also takes account of the more health-orientated consumer, with items such as porridge, fruit bowls and smoothies appearing on the menuboards. The store is laid-out in such a way that the deli is a major focal point for consumers entering the store. “We keep necessities such as dairy and bread, phone top-ups and the ATM to the right as you enter the shop, with the natural traffic flow leading you towards the deli at the rear ,” Robert explains. “All those details were worked out during the design process and really make a huge difference to the way customers use the shop. The deli accounts for nearly 30% of turnover, which has surpassed our expectations. I think the Country Deli format is especially suitable for my customers and it’s a great concept from Mangans and Kerry Fresh.”

Local Suppliers When it comes to convenience retailing, the customer is

king, according to Robert, which was one of the primary reasons for adopting the Mace brand in-store. “I wanted the freedom to use some trusted local suppliers of things like bread and eggs, which I can do with Mace,” he says. “Like most modern Irish consumers, my customers prefer to eat food they trust and knowing the person who produced, say, eggs, is the best way to trust the quality of the produce. I have the freedom to choose local suppliers if I feel it would benefit the shop. I like that sense of equality, of genuine partnership with my Group, because I had spent years working for other people and when I opened my own shop, I was determined to work with a Group rather than for one.” Mangans participate in Excellence Awards and Robert is keen to see his store pick up a prize: “Competitions like the Excellence Awards are very good for maintaining standards. They really keep you on your toes because everything has to be A1 in order to succeed. It helps motivate staff and ensures that high standards are maintained throughout the shop.”

Promotions The grocery element is supported by seasonal promotions, around occasions like Easter, and is also backed up by KVI price promotions, which are supported by window-bills, shelf-talkers and signage around the shop. Robert also runs regular advertising in the local paper and organises ‘specials’ in the deli like ‘soup of the day and a sandwich’ at a special price point. The orange and yellow interior of the latest Mace image is fresh, unusual and eye-catching, creating a lively environment for consumers to shop in, while the store offers all the services you could ask for from your local shop. Robert’s hard work and the FA C T F I L E dedication and support of Owner: Robert Harte & Rosemary Flanagan Mangans and Location: Ennis, Co Clare Mace have creSize: 1,200 square feet ated a top Number of quality local Staff: 7 full time & part time shop for the Opening people of the hours: 07:00-23:00, Monday-Saturday; ever-expanding 08:30-22:00, Sunday. town of Ennis. 67

RN April07Oral Care ●

Mouth All Mighty The oral care sector is showing growth, thanks to premium new products and the changing purchasing habits of consumers.

Growth

in the oral care market is primarily driven by innovative, premium new product development and a change in purchasing habits, as consumers become increasingly health and beauty conscious. Oral care is a dynamic and expanding market that, with increasingly beauty-focused and technologically advanced NPD, is flourishing outside the boundaries of core oral care functionality. Consumers increasingly expect more from their dental hygiene products: just as skin care products are tailored to different types of skin, the same is beginning to be expected of dental products. Oral care is now made to suit individuals, with specific end-benefits for a multitude of consumer needs and special mouth requirements: the growth of the kids toothbrush market is reflective of this. The manual toothbrush market is currently growing at 8.1% year-onyear, driven primarily by the development of new, premium products. The need to regularly replace toothbrushes means that this sector offers retailers good potential for repeat purchase as well as good 68

The Aquafresh brand from GlaxoSmithKline continues to perform extremely well in the Irish market.

profit margins. Meanwhile, the growth of power toothbrushes continues, as they become increasingly accessible both in terms of distribution and price points, with massive potential for further market penetration and growth.

Aquafresh GlaxoSmithKline’s Aquafresh is positioned as the number two brand in the oral care toothpaste market (all figures, source: ACNielsen Scantrack data MAT Feb 25/07). The highperforming Aquafresh Extreme Clean range remains a star performer in the product portfolio, strongly backing sales and growth for the parent brand. This premium range of products includes innovative toothpaste Aquafresh Extreme Clean and the Aquafresh Tooth & Tongue Toothbrush, both supported by a distinctive positioning - caring for ‘Tooth and Tongue’ alike. The Aquafresh Extreme Clean range of toothpastes now claims an impressive 3.2% MAT value share of the market. Sales have been further spurred thanks to a combination of high profile marketing activity and the launch of new variants to the marketplace including, most recently,

a zesty Citrus Mint flavour and also a Whitening variant. The Aquafresh Tooth & Tongue Toothbrush also continues to perform impressively upon the marketplace. This range, which consists of three sub-variants, now claims a 2.9% MAT value share of the manual toothbrush sector. Sales of the brand within the buoyant Whitening sector have been supported by the extremely successful launch last year of new Aquafresh White & Shine toothpaste. This innovative new toothpaste boasts a unique dual proposition: Aquafresh White & Shine not only whitens teeth, but also uses microbuffing particles to actually polish away imperfections, leaving whiter, shinier teeth. Compelling consumer communications behind the brand have clearly driven home the key message, ‘Don’t Just Whiten, Shine’. Caring for the younger members of the family, the Aquafresh Kids range also remains a popular choice within this growing segment, with value sales increasing by 20% MAT versus last year (Source: ACNielsen Scantrack data MAT Feb 25/07). GlaxoSmithKline will heavily support the entire Aquafresh brand throughout 2007. As part of this

RN April07Oral Care ●

substantial marketing package, dedicated activity will focus on developing the outstanding success of both the Extreme Clean and Whitening ranges on the marketplace in particular. Additionally, the Aquafresh Kids range will also be fully backed to ensure further success in this growing sub-sector.

Oral-B Oral-B has produced the highest quality dental hygiene products for more than 50 years. With an everexpanding portfolio of products, a highly innovative NPD team and a policy of continued clinical testing, Oral-B is well positioned to respond to consumer trends as well as challenges from other brands. Within the manual toothbrush market, Oral-B’s broad portfolio includes toothbrushes for adults, kids

and mouths with special needs. In March 2006, Oral-B launched Oral-B Pulsar, a unique manual toothbrush with a pulse! Oral-B Pulsar has more effective cleaning capabilities than an ordinary manual toothbrush: the “pulsing”, enhances the feeling of clean and improves performance by providing an incredible sensory experience. The Oral-B range also includes CrossAction, their most popular brush with unique CrissCross bristles angled in opposing directions to lift and sweep away plaque; Advantage, which removes plaque whilst gently massaging & stimulating gums; and Indictor, a brush where the coloured bristles fade when the brush needs replacing. The pioneering launch of Oral-B Stages revolutionised the way we look at children’s brushing by introducing

Brilliant Smiles from Daelgate WITH a choice of home tooth whitening systems, pens and toothpastes to suit different needs, the Brilliant range, distributed by Daelgate, uses the latest in home tooth whitening innovation, which is free from peroxide so that consumers can be sure it’s safe as well as effective. Brilliant’s Tooth Whitening Kit can lighten and brighten consumers’ teeth by at least three shades in just two weeks. The best seller within the range, the Brilliant Tooth Whitening Starter Kit (€7.69), is ideal for customers wanting to try out tooth whitening for the first time with a simple seven day regime. Based on a three step process, this peroxide free system uses a gel, accelerator, mouth tray and toothpaste and is clinically proven to lighten teeth by at least three shades in just one week. The kit also includes a ‘before’ and ‘after’ tooth shade guide so that the results can be seen clearly. In addition to the starter kit, Brilliant offers a Tooth Whitening Kit (€19.50) with sufficient applications for a two week programme. Ideal for consumers wanting to top up their whitening results, the Brilliant Whitestick (€13.50) is an easy-to-apply pen that fits neatly into a bag or pocket. Used regularly, it can help lighten teeth three shades in just one week. Completing the Brilliant whitening range, the Brilliant Toothpaste (€6.49), is specially formulated to work with the Brilliant Tooth Whitening Kits and Whitestick to keep teeth and gums healthy, while helping whiten teeth.

a range designed to meet their special needs at different stages of their development. OralB Stages ensure the brushes and paste are a desirable commodity in themselves with regularly refreshed character licensing, including popular characters like Winnie the Pooh, The Lion King and The Incredibles, while the range also includes Stages Toothpaste. The Oral-B range also includes high-quality power products, such as the Oral-B Triumph, launched in April 2006, which they claim is “the most stylish, technologically Oral-B Pulsar, a advanced unique manual rechargeable toothbrush with toothbrush ever”. a pulse. Oral-B is also investing extensively in highperformance entry-level products with the introduction of the Oral-B Vitality range, to make high-endbenefit power tooth brushing more accessible to consumers. The range includes Oral-B Vitality ProWhite, DualClean, Precision Clean and Sonic Complete brush models. Each product in the Oral-B Vitality range has its own bespoke brushhead to suit a different consumer benefit, but all are interchangeable with the ProBright, DualAction Flexisoft and other specialist Oral-B rotating brushheads. Oral-B produces a wide selection of flosses, ranging from entry-level to premium power products like the Oral-B Hummingbird, the most recent flossing innovation, which is powered by one AAA battery and comes with a choice of two interchangeable attachments - power ergonomic flosser and soft mint dental pick.

RN April07Oral Care ●

Reach

longer-lasting fresh breath (RSP: €3.95). New Reach Clean & Whiten toothbrush has a 2-in-1 design with a patented back-of-brush polishing, Micro Scrubbing pad to both clean and gently whiten teeth. Most whitening toothbrushes mix rubber in the brush head which can interfere with basic cleaning. However, Reach Clean & Whiten delivers on basic cleaning, clean feeling Clinically proven to remove 56% more plaque than and visible confidence brushing alone, Listerine gives 24-hour plaque (RSP: €3.95). protection when used twice daily. Reach Access Daily Flosser is a revolutionary easy-to-use flosser, with Listerine a unique ergonomically designed Listerine is the handle, making flossing as easy and number one convenient as brushing, encouraging mouthwash in consumers to floss more frequently Ireland, claiming and adopt a flossing habit. This long a value share of toothbrush-style handle fits into 69.5% and toothbrush holder as an everyday growing at 38% Reach Clean & Whiten toothbrush reminder. Reach Access Starter Pack year on year has a 2-in-1 design with a patented (handle and 8 heads) has an RSP of (Source: AC back-of-brush polishing, Micro Scrubbing pad to both clean and €3.99, while the Reach Access Refill Nielsen Scantrack gently whiten teeth. Pack (28 heads) has an RSP of €4.49. Feb 25/07). Clinically proven to remove 56% more plaque than brushing alone, ORBIT from Wrigley, Ireland’s third largest chewing gum brand (ACNielsen Listerine gives 24Year Ending 2006, total coverage), has undergone the biggest brand makeover hour plaque in Wrigley history. New Orbit Complete helps to clean and freshen the mouth to protection when support consumers’ daily oral healthcare routine. used twice daily. Orbit Complete is available in four great tasting sugar-free flavours: With over Peppermint, Spearmint, and Strong Mint are sold in a convenient new envelope €1m advertising pack containing 14 tabs (RRP 85c) whilst Orbit Complete Freshmint is and promotion available in a blister pack containing 10 pellets (RRP 70c). support behind Alexandra MacHutchon, Communications Manager at Wrigley, comments, the brand to “We are extremely excited about the launch of new Orbit Complete. We are drive consumer confident that updating our range will appeal to consumers, drive growth and trial, Listerine is add significant incremental sales to the category. Evolving and modernising the in a strong entire Orbit range is an exciting development. Our loyal Orbit consumer will position to still be able to enjoy the great taste of Orbit but the product will also provide maintain market consumers with a healthy, leadership and clean and fresh oral drive category healthcare proposition. Orbit Reach Fresh growth for the Complete contains Xylitol, Breath has been mouthwash which is clinically proven to specifically designed with a market. Listerine reduce plaque and is tongue cleaner is the only perfectly placed to deliver integrated into mouthwash consumers with a functional the back of the accredited by the solution for dental care onNew Orbit Complete helps to clean and freshen head to clean Irish Dental the-go.” the mouth to support consumers’ daily oral the tongue. healthcare routine. Association. Because brushing alone doesn’t specifically tackle the area where 85% of bad breath starts – the tongue, Reach Fresh Breath has been specifically designed with a tongue cleaner integrated into the back of the head to clean the tongue. Reach Fresh Breath is clinically proven to remove five times more bacteria than brushing teeth alone, for

New Orbit Complete

RN April07Personal Care ●

Care in the Community The valuable personal care sector includes everything from shampoos to skin care products, as Irish consumers become increasingly concerned with their appearance.

The

personal care sector is an important one for retailers, with many high value items bringing added footfall in-store. In general, the beauty and personal care category is going from strength to strength, with a change in purchasing habits as consumers become more health and beauty conscious. New product variants and new packaging are constantly competing against each other for standout – with the emphasis on the most original, ground-breaking new format. Within such a competitive category and with high consumer demand for constantly up-dated products, brands have to work hard to maintain loyalty. Retailers should stock a crosssection of brands to maximise sales. Heavyweight advertising and consistent incremental innovation is commonplace for big brands, and consumers do seek out certain brand names to match their aspirations. 72

Johnson’s Holiday Skin Johnson’s Award winning Holiday Skin Body Moisturiser has been a huge success since its launch in 2005. It’s the number one gradual tan product, claiming 90% of that market (Source: ACNielsen, Total Scantrack MAT Sept 2006). Johnson’s Award winning Holiday Skin Body Moisturiser Used daily, it has been a huge success since its launch in 2005. delivers all day moisturisation, together with a light, even tan that builds up gradually. With no timeconsuming self-tan hassle or smell, Holiday Skin leaves skin super soft and sun-kissed. Also available in a night and firming variant, Johnson’s Holiday Skin has an offering for every The Simple Regeneration Plus Advanced Anti-Ageing skincare need. range was specially developed to help visibly reduce the Johnson’s also appearance of fine lines and wrinkles. launched a specific Holiday Skin product for the face so advanced formulation also helps consumers can keep that colour all protect skin from irritation and winter. Available for Normal to maintain a healthy balance. As skin Combination and Normal to Dry Skin, ages, it can become more prone to Johnson’s Holiday Skin Face provides sensitivity and environmental all day moisturisation while building aggressors, therefore Simple have a light natural looking tan. developed the solution. Simple Regeneration Plus Advanced AntiAgeing Formula combines Natural Simple Iris Flower Extract with a vitamin Simple, the experts in sensitive skin, and mineral complex to help reduce have launched their new Simple wrinkles and firm skin. The products Regeneration Plus Advanced Antialso contain a natural anti-irritant Ageing range, distributed in Ireland Phycosaccharide which helps protect by Allegro. Specially developed to even the most sensitive skin from help visibly reduce the appearance of irritation. fine lines and wrinkles, the

RN April07Personal Care ●

The L’Oreal Paris laboratories have developed a new range of skincare, Age RePerfect, especially for mature skin.

Wella Shockwaves is launching a new range of products appealing equally to both male and female consumers.

The range comprises of an AntiWrinkle Firming Day Cream 50ml (SPF12), Anti-Wrinkle Firming Night Cream 50ml, Intensive Line Reducing Serum 30ml, Firming and Smoothing Eye Cream 15ml and Smoothing Facial Cleansing Wipes 24’s. As with Simple’s other products, Simple Regeneration Plus is 100% perfume and colour free and dermatologically approved. The launch will be supported with an advertising campaign, PR activity and in store promotions.

Wella Shockwaves P&G Beauty is set to re-position its leading hairstyling range Wella Shockwaves as a truly unisex brand, with a new range of products appealing equally to both male and female consumers. The re-launch will be backed by a multi-media marketing campaign throughout the first half of the year, including TV advertising. As part of the re-launch, the brand will be introducing two new exciting SKUs, Wella Shockwaves Ultra Strong Gel Spray and Wella Shockwaves Volumising Hairspray. In addition to the new products, the initiative features a re-designed logo, product upgrades, improved usage instructions and revised pricing. Brand new stylish packaging will transform the in-store presence of the Shockwaves products and create even better shelf standout. 74

Elvive from L’Oréal Paris is a complete range of hair care products for every hair type.

Paul Lettice, P&G Trade Communications Manager, comments, “We are very excited about the relaunch of Wella Shockwaves. It demonstrates to retailers and consumers alike that we are constantly updating our products and marketing strategies to meet the very latest consumer demands. New Wella Shockwaves will appeal to a wider target group, helping retailers to secure incremental sales from their existing hairstyling product offer.” The initiative will also be supported by a heavyweight press advertising campaign, PR, online activity, in-store sampling and POS.

L’Oréal Elvive from L’Oréal Paris is a complete range of hair care products for every hair type. The range-leading Colour Protect shampoo and conditioner with UV filters has just been renovated with an improved formula and packaging; now with even more protection for coloured hair against the elements that cause colour to fade and loose its vibrancy.

Elvive Nutrigloss was launched in 2006, targeted at mid-to-long hair, with its Pearl Protein formula, to give nutrition and light reflecting pigments to dull hair. Elvive Nutrigloss Shampoo has been voted shampoo product of the year in an independent consumer survey of 10,049 women. The ‘Mirror Shine, Cashmere Touch’ campaign has been supported on TV, in press and online with extensive sampling and PR support. The range has products to suit every hair requirement, including a new range of Anti-Dandruff Intensive shampoos, which performed exceptionally well in recent consumer studies. The L’Oreal Paris laboratories have also developed a new range of skincare, Age Re-Perfect, especially for mature skin, with Jane Fonda as the new spokesperson for the brand. The range includes Age Re-Perfect Pro Calcium Day Cream and Night Cream, both specially formulated to address the specific needs of mature skin. Enriched with Pro-Calcium, a form of calcium that is immediately assimilated by the

RN April07Personal Care ●

Irish Breeze cotton wool claims leadership of its sector.

skin, to aid in the self repair process of the epidermis and the cohesion of skin cells, it is an essential requirement for healthy skin. The light, non-greasy day cream contains SPF 15 and leaves skin visibly fresher, hydrated and more radiant. The night cream is enriched with a higher concentration of ProCalcium to help support the skin’s self-renewal process at night, while the luxurious and velvety texture provides a sensation of comfort for the skin before sleep. And now to complement this

BabyKind wipes from Irish Breeze are premium quality, cotton soft wipes in a pack that guarantees to keep them moist right to the end.

exclusive range for mature women, L’Oreal have developed new Age RePerfect Foundation, the first replumping and re-hydrating foundation with Vita Collagen, for even skin tone and a radiant finish. Age Re-Perfect is heavily supported in 2007 with a strong TV and press campaign, PR and in-store demonstrations.

Irish Breeze Despite the massive growth in facial cleansing and baby wipes, facial and baby care will always begin with cotton wool. The Irish Breeze

Carefree: Ireland’s Number 1 Pantyliner PANTYLINERS account for approx 20% of the Sanitary Protection category and is worth in excess of €4.3m and growing in both volume and value. Johnson & Johnson claims 52% market share across their Carefree and Stayfree brands (Source: ACNielsen 25th Feb 2007, Total Grocery). Indeed, Carefree liners account for over 50% market share in the total Irish Grocery on a MAT basis. In the last number of years, Carefree has extended its range of innovative liners, including Carefree Perfect Fit, the liner suitable for everyday use; Carefree Aloe, which combines the advantages of a breathable liner with natural Aloe Vera; and Carefree Large, which gives 12 hour odour control. Carefree are experiencing fantastic growth with their new economy packs, which are available in three variants ; Carefree Breathable, Carefree Aloe and Carefree Flexiform. In 2007, Carefree has upgraded its top selling Carefree Flexiform, which now has a new “CottonSoft” feel, even softer for extra comfort in any underwear. Flexiform is also available in a new scented version. In addition, 2007 will see Carefree launch Carefree Long Plus, the longest liner for unbeatable protection.

company, under its Irish Breeze (51% market share) and BabyKind brands, has developed a range of innovative products which guarantee that consumers’ facial and baby care routines are kind to their skin. Irish Breeze 80 Oval Cosmetic pads are the number one cotton wool product in Ireland, packaged in a soft plastic container with a unique sliding zip which allows enough access. BabyKind Giant Cotton Pads, the number one baby cotton care product in Ireland, are extra large and soft cotton pads, designed so that parents don’t have to fiddle with cotton balls or use wipes any longer.

Bodyform Ultra SecureFit Towels ONLY Bodyform towels have SecureFit technology with a unique shape designed to fit a woman’s body perfectly. The towel moves with the body and stays in place for ultimate anti-leak security. Bodyform have a full range of Ultra towels available to suit consumers’ individual needs.

LYONS TEA NO. 1, NATURALLY Last month, Lyons, the number one tea brand in Ireland, launched a major marketing campaign. The new Lyons campaign focuses on the extraordinary qualities of tea, particularly the naturalness of Lyons Tea. In the course of the TV ad it is explained that that there is nothing added to the ingredient â&#x20AC;&#x201C; tea â&#x20AC;&#x201C; except wind, rain and sunshine. A 40 second TV ad, shot on location in Kenya, forms part of one of the biggest advertising and marketing campaigns ever undertaken by Lyons Tea. The scale of the campaign reflects the value that Unilever places on this much-loved, iconic Irish brand. The integrated campaign will feature a number of TV, radio, print, online and outdoor executions throughout the year. The brand will also be supported with PR, in-store and below the line promotional activities.

RN April07What’s New ●

New Flavour Twinpot for Ambrosia THE Ambrosia Fruit Combination Twinpot range has a new delicious flavour on board, Rice Pudding with Raspberry and Blackberry Sauce. Ambrosia has seen phenomenal growth over the last two years, consistently growing its share and gaining new buyers, driven by its innovative single serve rice pudding and custard pots. The Rice Pudding single serve pots in particular have achieved strong growth of +47% within the rice desserts sector (Source: TNS, 52 w/e 31 December 2006).

Connacht Gold Butter Sauces

Balisto Relaunched 2007 sees the relaunch of Balisto, the delicious wholegrain biscuit and chocolate bar, delivering a great tasting snack in a variety of tempting flavours. Balisto is available nationwide in single units in three mouth watering varieties: Muesli, Honey & Almond and new to the Irish market, Yoberry, a tempting combination of wildberries, honey and natural yoghurt covered in delicious milk chocolate. Balisto is also on sale in a convenient six pack format in major grocery stores, with an additional tasty Corn variant, and the relaunch is supported with a heavyweight campaign.

NEW Connacht Gold Butter Sauces are a range of fresh herb sauces in pepper, hollandaise, parsley and mustard varieties. Each sauce variant is an ideal accompaniment to beef, fish, pork and bacon dishes. Connacht Gold butter sauces are available in fully merchandisable trays in 100g sticks. The products are portioned controlled with each 25g of product making 100ml of sauce. This new range will be strongly supported above and below the line throughout 2007.

Cricket Child Resistant Lighters M&P Sales & Marketing is launching a range of Cricket Child Resistant (CR) Lighters in line with the mandatory introduction of Child Resistant lighters in the EU. From March 2008, it will be illegal to sell a non child resistant lighter in Ireland. The Cricket Child Resistant mechanism prevents small children from operating the lighter with the minimum comfort reduction for adults. Cricket’s new lighter range includes four lighters: Cricket Original, Mini Lighter, Electronic and Pocket Lighter.

Have Fun with Water! NEW H2OH!, from PepsiCo, launches into stores this month, and it’s sure to be the must-have new product in 2007! H20H! is sugarfree lightly sparkling water, refreshed with a hint of fruitiness from 7UP. The product is available in three exciting flavours – Lemon and Lime, Apple and Citrus Fruits, and comes in two pack sizes, 500ml and 1.5 litre bottles. The launch will be supported with a massive €1.7m consumer programme, including TV, outdoor, sampling and promotions.

Lucozade Bears on The Run A MAJOR new promotion for Lucozade Energy features the now familiar Lucozade Bears, which appear in current advertising for the brand. ‘Bears on the Run’ revolves around four bear characters on the run complete with a new stash of cash to be won daily, in association with nationwide station Today FM during the month of May, with €150,000 in total up for grabs. The promotion will be supported throughthe-line, with a website, outdoor campaign and on-street appearances by the bear characters in public places, as well as impactful POS material.

RN April07Update ●

MSVC Staff Worth Their Weight in Gold MUSGRAVE SuperValu-Centra and its staff are celebrating after becoming one of only 21 companies in Ireland to receive the ‘Excellence Through People’ Gold Award from FÁS, Ireland’s national training and employment authority. MSVC achieved the Award for its commitment to employee development, training support systems and performance management processes. Staff from MSVC are pictured celebrating the award with Donal Horgan, Managing Director, and Shea Fahy, Human Resource Director.

Extra Bursts Onto TV THE latest TV advertising campaign to support the launch of Extra Ice with a Liquid Burst has been on air since March 9, informing the 13m regular Extra chewers of the revolutionary new liquid filled pellet format which gives a new mouth sensation and taste experience. The new TV advert is aimed at the late teen audience and introduces the consumer to the Dry Spell Institute – a fictional place dedicated to researching treatments for people experiencing ‘dry spells’. A breakthrough by the resident professor shows that the power of fresh breath can help people to connect with each other and ‘Get a Little Closer’. New Extra Ice with a Liquid Burst gives icy fresh breath, a sure fire way to ‘Avoid Dry Spells’.

Superquinn Launches GlutenFree Living Guide COELIAC disease affects one in 100 Europeans and is more common in Ireland than anywhere else in the world. To make food shopping more enjoyable for those suffering with the disease, Superquinn has teamed-up with the Coeliac Society of Ireland to create a booklet containing useful information, tips and recipes for Coeliacs and people following a gluten-free diet. The GlutenFree Living Nutrition Guide has been developed by Superquinn as part of a series of booklets to make food shopping easier for those suffering from food allergies as well as those wanting to adapt healthier eating habits, and is supported by Nutricia and Kelkin with input from the Coeliac Society of Ireland.

Maxol and Torex Sign Contract THE Maxol Group and Torex Retail (Petrol & Convenience) have announced agreement on a service and maintenance contract for all Maxol company owned service stations for the next three years. The contract, which runs until 2009, covers 62 forecourt sites in the south and 34 in Northern Ireland. The service and maintenance contract plus the upgrading of a number of Maxol service stations is worth in excess of €1.25m. Pictured at the announcement are (back row, l-r): Des Duffy, Hugh Booth, Paul Farren, Joe Graham, Alan Pollock;

(front row, l-r): Brian Donaldson, General Manager, Marketing & Retail of the Maxol Group; Brendan Kavanagh, MD of Torex Retail Ireland.

SPAR Treehouse the Toast of Milan PICTURED at the announcement that SPAR Ireland’s Treehouse Juice & Smoothie Bar is to be introduced to SPAR stores in Milan are (l-r): Laura Battaglia from Genoa; John Clohisey, SPAR Ireland; Martin Pircher, SPAR Italy; and Leo Crawford, President of SPAR International. The new store in Milan’s Garibaldi Train Station is the first Italian store to incorporate the Treehouse concept. SPAR Ireland marked the announcement by confirming that Treehouse is set to become the biggest Juice and Smoothie vendor in Ireland, with

investment of €6m resulting in over 220 Treehouse outlets across the country by 2010.

RN April07Update ●

Mangans Celebrate 75 Years in Business MANGAN’S Wholesale recently hosted a business breakfast to celebrate 75 years in business, at the spectacular Cliffs of Moher Visitor Centre. Many of the company’s long standing customers, business friends and community representatives attended the event. Customers present included many independent retailers and representatives from the hospitality sector, including publicans, hoteliers and a large number of the county’s top chefs, and heard presentations from Terence Mangan, Managing Director; Peter Foley, CEO; and Gabriel Mangan, Chairman, as well as guest speaker Mick O’Dwyer. Pictured at the event are (l-r): Flan Garvey, Mayor of Clare; Terence Mangan, MD; Mick O’Dwyer; Gay Mangan, and Peter Foley, CEO.

Bisto Book of the Year Awards THE shortlist for this year’s Bisto Book of the Year Awards has been announced. This is Bisto’s 17th year supporting these prestigious awards, which have grown in popularity and importance over time. The shortlist includes four-time previous winner Kate Thompson, for her latest book, The Fourth Horseman. Also shortlisted are Oliver Jeffers’ The Incredible Book Eating Boy and John Boyne’s The Boy In The Striped Pyjamas. This year’s prize fund has been increased to €19,000, with the overall winner receiving €10,000 and the remaining prize fund distributed between the Eilís Dillon Award (presented to a first time children’s author) and three Bisto Honour Awards.

Daybreak Paris Winners Announced DAYBREAK recently announced the winners of their Romantic Trip to Paris competition. The competition ran throughout the Daybreak store network from January 7 to February 14, with shoppers having the chance to win a three-night break for two in the city of romance. Pictured is prize winner Patricia Gavin (centre) with her grandson, and store owners Ray and Sharon Murphy, with Daybreak Territory Manager Anthony Nolan.

Shalvey Poultry Wins National Award SHALVEY Poultry Ltd, from Cootehill, Co. Cavan, won the Small Firms Association (SFA) National Small Business 2007 Award in the Food and Drink category. Shalvey Poultry are specialist producers of cooked poultry products and supply many of the large super-

market chains in Ireland, as well as Sainsbury’s in the UK, with own brand products. Gabriel and Carmel Shalvey are pictured receiving their Award from An Taoiseach Bertie Ahern, with Aidan Cotter, Chief Executive, Bord Bia (left) and Pat Crotty, Chairman, SFA (right).

Diageo Brands Win Awards TWO of Diageo’s renowned brands, Bushmill’s Irish Whiskey and Baileys Original Cream Liqueur, have received awards at the world renowned 7th Annual San Francisco World Spirits Competition. In the ‘Irish Whiskey Category’, Bushmills received two prestigious Double Gold medals for Black Bush Irish Whiskey and Bushmills Malt 16year-old Irish Whiskey – a double gold is

only given when all of the judges each award the drink a gold star. Also, the Bushmills 10-year-old single malt and 21year-old single malt received a gold medal each. In the ‘Liqueurs Category’, Baileys Original Cream Liqueur received a gold medal and both of its new flavour variants, Baileys Mint Chocolate and Caramel, were awarded the much sought after silver medals. 79

RN April07Shelf Life ●

Shelf Life CUSTOMERS at two of the busiest petrol stations in Dublin were surprised to see some new faces at the pumps recently. Danny Murray, Chief Executive of Topaz Energy, along with other senior management went ‘Back to the shop floor’ to raise money for the Irish Cancer Society Daffodil Day. Pictured at Howth Road Service Station are (l-r): Danny Murray, Chief Executive of Topaz Energy; Mark Pierd, Lubricants Manager; and Frank Gleeson, Retail Director, Topaz Energy. JENNY Ring, an eighteen year old student from St. Paul’s Secondary School in Greenhills, Dublin, represented Ireland at the Unilever International Schools Art Project in London recently. She is pictured at the Tate Modern Exhibition with her painting, ‘Written in my Dreams.

DANONE Ireland has announced its ‘Health and Nutrition Governance’ policy, which updates and publicly sets out the company’s long standing responsibilities and commitments to its customers and stakeholders in delivery of its products. The Health and Nutrition Policy ensures that all health and other claims made by Danone on its product packaging and in its marketing activities are supported by numerous research studies and independent scientific evidence.

THE ISPCA are calling for volunteers to take part in this year’s Flora Women’s Mini Marathon, which takes place on Monday, June 4. “The women who participate and support us by walking or running in the marathon to raise funds are instrumental in helping us continue our work,” explains Carmel Murray, ISPCA. “Simply without them, we would not be in a position to continue to help animals.” For a marathon pack, please contact Carmel on (043) 25933, email carmel@ispca.ie with your name, address, telephone number, email and preferred t-shirt size (s,m,l).

POWERADE has kicked off a €1.5m marketing campaign with TV, online, posters and PR support. The ‘star’ of the campaign is Will Cullen (pictured), a 22 year old bank official from Whitehall in Dublin. He was chosen, following an all Ireland selection process, to train to compete in the Dublin City Triathlon in August, and the campaign will follow his progress.

LUCY Ryan has been appointed as Commercial Manager for the Off Trade in Bulmers Ltd. Lucy worked previously as National Account Manager for Bulmers Ltd and has been with the company for five years. Previously Lucy worked with Diageo in both Italy and the UK. In her new role, Lucy will be responsible for management and development of the take home trade for Bulmers Ltd in ROI.

GUINNESS recently opened its first official Guinness Store on Westmoreland St. in Dublin 2, with ribboncutting duties handled by Irish international rugby star Denis Hickie and Michael Patten, Director of Corporate Relations, Diageo Ireland. The store is a new endeavour for Guinness, and will allow fans of the drink to purchase a range of branded contemporary lifestyle products.

INSOMNIA Coffee Company recently opened their 30th outlet on Talbot Street, Dublin. To celebrate the opening, Insomnia presented Melanie Drea of Fairtrade Mark Ireland with a cheque for €7,800. 100% Fairtrade since August 2006, Insomnia raised the figure during Fairtrade Fortnight by committing to contribute 5c per Fairtrade beverage sold during the two-week period. Pictured are Bobby Kerr, CEO of Insomnia, and Melanie Drea of Fairtrade Mark Ireland.

THURSDAY, May 3, is the Silver Anniversary National Tea Day of the Alzheimer Society of Ireland and the Society is asking all those working in the retail industry to consider sharing a cup of tea to raise vital funds to provide services to local people with Alzheimer’s or related dementias and their carers. On this 25th anniversary year, The Society is hoping that 2,500 hosts can raise over €560,000 and it is looking for your help to do this. All the money raised by those holding a Tea Day Party goes directly to running the services provided by the Society, 30% of which must be raised annually through voluntary contributions. To register for a tea day party, call 1800 719820. In response to the water crisis in Galway and as a gesture to Galway customers, Jim McGrath, MD of Crystal Clear Drinking Water, recently offered free water at a number of SuperValu stores, including Nestor’s SuperValu stores at Oranmore, Ballybane and Father Griffin Road, and O’Toole’s SuperValu in Tuam. All customers had to do was bring empty bottles to the stores and have them filled with water from the Crystal Clear vending machines, whose filtration system provides a certified absolute barrier to Cryptosporidium. 80