Retail News March 2008 by Retail News

March 2008

Home is where you make it.

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■ inside view Stocking Irish Makes Sense Every March, the world’s eyes turn to Ireland, as Saint Patrick’s Festival celebrations get bigger each year and now seem to emcompass the entire month. With this in mind, RETAIL NEWS feels that this is an appropriate time to focus on Irish brands. As a retailer, stocking your shelves with homegrown brands is not just a case of showing support for indigenous producers: it also makes commercial sense. Your customers want to buy Irish brands, wherever possible, and not simply to support local jobs, but because Irish grocery and FMCG brands are second to none in terms of quality and innovation. In this issue, we report on the rebranding of all Shell and Statoil stores to the new Irish-owned Topaz brand (Page 4), a move that will change the face of forecourt retailing in this country. We also look at the Waterford-based Flahavan’s brand, which has been producing oatflakes in Kilmacthomas since 1935, and has evolved to become a truly iconic homegrown hero (Page 28). RETAIL NEWS takes a broader look at what homegrown brands mean to Irish consumers (Page 47), as well as highlighting the efforts of Invest Northern Ireland to promote food and beverage products from the North throughout the Republic (Page 49). Throughout the magazine, as is the case every month, our sectoral reports feature some of the biggest brand names in the country. Meanwhile, Carmel Linnane focuses on the Irish economy (Page 50). Despite gloomy predictions for the coming year, she argues that there is light at the end of the tunnel, while Caroline McNally from GlaxoSmithKline Consumer Healthcare charts the growth of energy and sports drinks, the most dynamic sector within the entire soft drinks spectrum (Page 60).

“Celebrating 50 Kathleen Belton, Editorial & Marketing Director.

years serving the Irish grocery trade.”

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: Rory O’Connor, David Kelly

State is a brand new Irish monthly magazine with emphasis on in-depth coverage of music and popular culture, as well as strong visual impact. State is the point where commercial music magazines cross with specialist titles, a publication that treats all genres and styles with enthusiasm, knowledge and superb presentation. Already lauded by The Irish Times, The Sunday Business Post, The Sunday Times, The Examiner and Irish Independent, and featured on Today FM, Phantom, Spin, Galway Bay FM and Spin South-West, State is a quality title which is generating serious interest amongst Ireland’s magazine-loving public and is guaranteed to fly off your shelves.

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 Subscription to Retail News: €110 plus VAT Email: simone@tarapublishingco.com Origination by: Rooney Media Graphics

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With a refreshing new redesign and new look across the week, additional supplements almost every day, and a bigger brighter package on the weekend supported by prime time TV advertising – your Irish Times sales are set to soar! Don’t miss the opportunity of generating even more revenue by ensuring you have ordered enough copies. For all order amendments contact our Circulation Department on Freephone 1800 798884 (ROI) 00 353 16758894 (N.I) or email circulation@irish-times.ie * ABC July – Dec 2007 119,051 - an increase of 2.54% (Island of Ireland Report)

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RN March08Contents ●

Contents March 2008

47 News 4 Topaz Rebrands Shell and

Shop Profile 20 Tadhg Murphy’s ambi-

its unique portfolio.

Statoil.

tious new SuperValu in Kenmare, Co. Kerry, is a stunning example of 21st Century design.

Ireland’s Largest Forecourt 40 Topaz’s new service sta-

Karen Meenan’s Top Tips 22 Retail consultant Karen

4 5 Newspaper Distribution Under Fire.

6 Retail Shopping Baskets Weighed Up.

7 Sounding An Alarm Over Teen Repellents; Top-Ups Hit Rock Bottom; Organic Message Being Lost?

8 Irish Farmers Slam Retail Discounting; Heineken Bids for Beamish; Planning Ahead.

10 Centra Announces Record Sales; New Retail Training Initiative. 12 SHOP 2008 Gets Double Seal of Approval; Irish Exports Under Pressure.

Meenan looks at the new best-sellers in the children’s comic sector, the potential of part-works and the reasons why you should be selling books in your store.

The Retail News Interview 28 Flahavan’s, Ireland’s oldest and leading provider of oat-based brands, is riding the crest of a wave with

tion at Dublin Port, the largest of its kind in Ireland, sets a new standard for truckstop and forecourt facilities.

On The Vine 42 Jean Smullen reports on Wine Australia’s unique strategy for marketing Australian wine in Ireland.

Stocking Irish 47 Filling your shelves with Irish-produced goods makes sound business sense.

Money Matters 50 Carmel Linnane examines the predictions for the Irish economy over the coming year.

Energy & Sports Drinks 60 Caroline McNally, GlaxoSmithKline Consumer Healthcare, charts the progress of the energy drinks market and

the continued dominance of Lucozade Energy and Lucozade Sport.

Shelf Life 88 All the latest news and gossip from the trade.

Regulars 14 Industry News 26 Drinks News 85 What’s New 86 Update Sectoral Reports 32 Fresh Dairy Products 45 Milk & Cream 54 Household Care 64 Energy & Sports Drinks 69 Seafood 75 Baby Food 78 Baby Care 81 Cheese

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Topaz Rebrands Shell and THE iconic Shell brand, which has fronted Irish forecourts for 106 years, is to be replaced. Topaz Energy, owners of Shell, are to conduct a €50m investment programme, replacing both Shell and Statoil with a new Topaz brand. The investment will affect 350 service stations, 250 company trucks and 100 convenience stores, replacing the Fareplay brand. Indeed, Topaz’s move will add a new ingredient to Ireland’s competitive convenience retail sector. Topaz already has a substantial nonfuel retail business, according to Danny Murray, Chief Executive of Topaz Energy: “We have 1.5m transactions each week. Each year, we sell four million cups of coffee, eight million cold drinks, two million sandwiches, five million newspapers, and 14m confectionery products. In the coming years, we want to double the value of our non fuel sales.” In an interview with RETAIL NEWS, Frank Gleeson, Topaz Retail Director, explains the rebranding decision: “Fareplay is gone. Our company-owned stores and company-operated stores are being rebranded to Topaz Refresh and Topaz Express. The reason behind that is we want to carry the new brand through the business. We felt that by bringing the Topaz brand right through forecourts and into the shops, we would show it is more than just a fuel brand. We’re going to rebrand coffee, water, sandwiches etc. as Topaz.” Topaz was established three years ago, following its takeover of Shell and Statoil (in 2005 and 2006 respectively): its name was instigated by Shell, who gave

each one of the bidders a codename. The decision to remove the Shell and Statoil logos was instigated with the birth of the company, explains Gleeson. Shell had decided to exit the Irish market, while Statoil made a similar decision around the time of the sale. “We had a two-year phase-out of the Statoil brand, as dictated by the purchase agreement,” explained Gleeson. “That made our decision very easy – we were either going to make all of our stations Shell or an entirely new brand. We negotiated with Shell for many months and went through an exhaustive period of evaluation, qualitative and quantitative. We tried to bottom out negotiations in terms of what they could let us do with the brand and how much it would cost us.” The process came down to simple economics: Topaz had to upgrade all the signage in all the sites, due to the lack of investment by both companies over the last five to 10 years. Whether it reinstigated Shell or introduced a new brand, the cost would be the same. Secondly, Topaz had no real ownership or control Danny Murray, Chief Executive of Topaz Energy.

over the Shell brand. Topaz employed international brand experts CBX, based in New York, to work on a brand strategy. CBX has worked with companies like Coca-Cola and Procter & Gamble, and rebranded the Shell network in Peru: they convinced Topaz and Shell that “a new brand was the way to go”. Gleeson continues: “Once we had made that leap, it was then about developing the brand logo and name. We were looking for something a bit more modern, fresh and friendly. A bit more colourful: a brand that can stretch across multiple formats, whether a petrol station or convenience store. We were looking for a brand that could be associated with something new and innovative in any product range or service.” Topaz currently has a network development plan for its retail outlets. These consist of small makeovers of 25 sites, raising and rebuilding 13 existing sites, and opening 15 green-field stores over the next five years. Alongside Topaz’s company-operated retail division, it also has a dealer-operated business, which Gleeson sees as being key to growing the Topaz business going forward. According to Gleeson, the company plans to “redefine the nature of the retail dealer relationship by introducing a range of support services (Dealer Plus) that assists our dealers in their dayto-day operations. Topaz aims to provide cost saving measures that improve site

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Statoil profitability, as well as assisting our customers in the ongoing development of their businesses.” Following on from the brand launch, Topaz has been inundated with queries from competitor sites in relation to supply and branding. “Topaz can confirm that it is in the market to supply, brand or lease all key dealer sites in the country,” Gleeson notes. “We run a very efficient company operated division and are always open to dealers who are looking to lease their business. We want to grow our dealer channel by providing a range of flexible business solutions that will best fit our customers. We have the inhouse experience and expertise in both the retail and commercial sectors that allow us to provide a level of support that is unrivalled in the Irish market.” With the rebranding comes considerable recruitment: around 400 to 500 new jobs are scheduled. In a welcomed display of serendipity, Topaz was the only company in the fuel and convenience sector to make the 50 Best Companies to Work for in Ireland 2008 listing, as dictated by the Great Place to Work Institute Ireland. “We are the only retail business in that group,” noted Gleeson. “It was not our head office that was surveyed, but our service stations. We were rated against the Microsofts, Googles, and Price Waterhouse Coopers, as one of the best companies to work for. Not only did the survey put us in the Top 50, but it gave us feedback about things that we were doing well, and things we need to do better.” Positive feedback included Topaz’s concentration on career development: “We want to take a cashier and turn them into a store manager within the shortest period of time,” said Gleeson. “I started working for Statoil as store manager, so I came through the ranks, as have most of the people that I work with.” The negative sides? “We pay market rates: minimum wage. We recently held a roadshow with our staff, where we told them that we need an efficient and profitable business: if they can drive the sales, keep the cost down, and drive productivity, we would be happy to share some of that money in incentive schemes and bonuses. It’s a two-way street, and a promise we plan on delivering.”

Newspaper Distribution Under Fire RGDATA has reacted with dismay at new Terms & Conditions regarding the delivery of newspapers and magazines to retail outlets across Ireland. EM News Distribution, the result of a merger between Eason and Menzies, “do not bode well for a constructive partnership with retailers,” Tara Buckley, RGDATA Director General, told RETAIL NEWS. “Following prompting, the terms and conditions were circulated: they have filled retailers with dismay because they are one-sided and draconian. There was a chink of hope amongst retailers that this joint venture would be a new beginning for retailers and news distributors. Unfortunately, these terms and conditions do not fill retailers with any hope.” RGDATA have pinpointed a number of areas of concern. Amongst them, an apparent reintroduction of box-outs – forcing retailers to stock publications they do not want, often at an unknown quantity. According to RGDATA’s press statement, the EM terms state: “retailers are obliged to sell and promote copies of any new titles in quantities which Eason/Menzies shall decide.” “This is one of the key disappointments,” elaborated Buckley. “Despite some verbal assurances that this will be addressed going forward, the terms and conditions don’t show any chink of light that box-outs are going to be addressed or become a thing of the past.” Other issues raised include that of bank guarantees and the method of delivery: “Eason can deem the dropping of newspapers and periodicals outside a closed shop as delivery or, as happens in some cases, at a bus shelter or other delivery point some miles away from the shop.” Furthermore, Eason/Menzies “does not accept any responsibility for loss or damage in any circumstances arising from the failure to supply newspapers or periodicals to retailers. This gives Eason/Menzies a carte

Tara Buckley, RGDATA Director General.

blanche in terms of the level of customer service that they need to offer to retailers. If they have no liability for poor service, where is the incentive for them to up their game?” RGDATA were not involved in a consultation process, as part of the merger, although they had several meetings with Easons/Menzies in trying to address their concerns. EM News Distribution argues that they are introducing new systems: thus, there are teething problems that will take time to iron out. Indeed, EM have asked RGDATA to respond with points on the Terms and Conditions. “We have done so. Now we will wait and see what they do,” said Buckley. Indeed, the biggest complaint about Ireland’s new newspaper and magazine distribution service appears to be all about communication. “Retailers have had long-term issues over customer service and making contact with Easons/Menzies. They don’t seem to get responses to their telephone calls, emails or faxes,” Buckley noted. “The frustration level amongst retailers is at exploding point.”

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Retail Shopping Baskets Weighed Up THE National Consumer Agency (NCA) has published findings from a survey comparing grocery prices between Ireland’s multiples, symbol groups, discounters and independents. The NCA purports the survey to be the most comprehensive of its kind ever published in Ireland, with the exception of those released by the CSO, and compared branded, non-branded, and own-brand goods in a wide range of stores and over a wide geographical spread. “This is a follow up to a survey we conducted in July 2007,” explained Ann Fitzgerald, NCA Chief Executive, at the launch of the survey. “It was undertaken over two days and this time we took a much bigger range of products. We looked at 66 branded products, 55 own label, 16 fresh meat, 20 fruit and veg, and a whole range of outlets across 14 different locations nationwide. We also compared own brands from Aldi and Lidl, against those from Dunnes, Tesco and SuperValu.” Outlets surveyed included: Dunnes Stores, Superquinn, Tesco, SuperValu, SPAR, Centra, EuroSPAR, Aldi and Lidl, independent butchers and independent fruit and vegetable shops. “We came across quite a number of retailers who had special offers on the day – say, a third off the original price,” said Fitzgerald. “In order to ensure that we could compare properly, we added that third back. But we have to recognise that special offers are a genuine part of the retailer’s pricing strategy.” Amongst the findings was the revelation that there is only a 35 cent difference between Tesco and Dunnes Stores on a basket of 61 branded goods: across all the categories, Dunnes and Tesco are virtually neck to neck in pricing terms. “However, SuperValu is proving to be a real competitor to Dunnes Stores and Tesco. Aldi and Lidl are demonstrating real price competition between each other. They also compete very favorably with Dunnes, Tesco and SuperValu’s mid range own brand products.” When studying 32 own-brand products between Dunnes Stores and Tesco, the NCA discovered a price differential of 1.1%. There was a 16.8% difference across 48 common own-brand goods 6

Ann Fitzgerald, Chief Executive, National Consumer Agency , with John Shine, Director of Commercial Practices at the NCA.

between Aldi (€71.45) and Lidl (€61.17). Dunnes Stores, Lidl and Aldi had 28 goods in common with a price difference of 56% between the cheapest (Lidl: €30.68) and Dunnes Stores at €47.85. Tesco, Aldi and Lidl had 44 goods in common with price differential of 52% between cheapest (Lidl: €57.82) and Tesco which was the dearest (€87.89.) Of 26 goods in common between Aldi, Lidl and SuperValu stores, the price differential between the cheapest, (Lidl: €31.95) and the most expensive SuperValu store (€46.27) was 44.8%. At the launch, Fitzgerald said that these findings should send a message to consumers. “If retailers don’t compete, we are the people with the money in our wallets. If we, as consumers, want to get more value, we will have to take it in our hands to drive competition. The only way to do this is to split our weekly shopping basket around various outlets. This might cause some inconvenience, but it pays off at the end of the day. On the basis of this survey, it pays to go to the big multiples for your branded goods, and your local vegetable shop for fruit and veg. It pays to go to Aldi and Lidl for own brand. Meat is very much an individual choice.” Was there any sign that retailers are actively competing over products formerly covered by the Groceries Order? “We didn’t look at that at all,” Fitzgerald told RETAIL NEWS. “At this stage, the Groceries

Order is a subject for the Competition Authority. We are focused on consumer concerns, which is all about pricing.” She added that the planning authorities must also play a role in this fair distribution of retail offerings: “They must help in making the choice of large multiple, convenience, discounter, and independent shop, available for all our consumers.” RGDATA welcomed the results of the survey, with Tara Buckley, RGDATA Director General, commenting: “I welcome the NCA conclusion that independently owned shops are providing competition and choice for consumers. The role of locally owned shops in giving consumers shopping alternatives is recognised by the survey and will be welcomed by local retailers. “The survey also shows that this is a competitive market, with a range of players offering real price competition and choice across a range of formats – and with locally owned stores competing with some of the biggest global retailers.” Donal Horgan, Managing Director, Musgrave Retail Partners Ireland, also welcomed the survey, which, he said “confirms that SuperValu’s network of independent retail partners across the country who own and operate their own stores are bringing true competition to the Irish grocery market and are providing consumers with a real alternative choice to the multiples.”

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Sounding An Alarm Over Teen Repellents A YOUTH council has called for high frequency “teenage repellent” alarms to be banned from outside retail outlets. The devices admit a high-pitched frequency, audible to teens, and are designed to keep young loiterers at bay. “We’re trying to encourage retailers not to use them and we’ve been going down the legal route, but that’s a slow process,” said Michael McLaughlin, spokesperson for Youth Work Ireland, the co-ordinating agency for local independent youth services across the country. “We think that it’s useful and meaningful to put the issue straight to the retailers. So we wrote to three groups: Musgrave, SPAR Ireland, and Retail Ireland, under IBEC, to encourage them to take it up as an issue. We didn’t get a huge response: Musgrave said they would look into it, but IBEC said it was up to retailers themselves.” The alarms, called Mosquitoes, are reported to be in around 300 retail outlets across the country. They emit a high pitched sound that can upset teenagers, but is not audible to adults: a pulse at 17-18 kilohertz that switches on and off four times a second for up to 20 minutes. Teenagers pick up this frequency through minute hairs in their inner ears – these hairs tend to die off by the time they reach 25. Tara Buckley, Director General for RGDATA, said that she was “aware that some of our members have purchased and are using them. From the feedback from members, they have been effective. Retailers turn them on periodically, and they stop gangs of teenagers gathering outside their stores. People are concerned about large groups of youngsters gathering – threatening staff, customers, as well as people walking by.” The Irish distributors for the device, Compound Security,

insist that they have “made every effort to ensure that the Mosquito is safe and that it is used correctly”, but there is concern as to how the frequency might affect babies - especially when mothers cannot hear it. Youth Work Ireland, however, have claimed that the use of these “teen tormentors” may constitute assault under the Non-Fatal Offences Against the Person Act 1997. “The person in the UK who invented the device has conducted research saying that it does not cause long term damage,” McLaughlin told RETAIL NEWS. “If that is the case, then we accept it. But we are suggesting that it could be a criminal offence under assault. UK and Irish assault laws are quite different: our assault law can encompass issues such as noise.” McLaughlin also argued that there is a human rights issue at stake. The devices were originally created to repel animals (in Australia, they are attached to the front of cars to make wildlife clear from roads): “It is more the symbolic idea that you can treat young people any way you want. If you wouldn’t do it to a black person or a traveller, why would you do it to a teenager?” Perhaps, then, a tip should be taken from underground stations in London, where the soothing tones of classical music have proven effective in driving away local gangs and preventing loitering.

Top-Ups Hit Rock Bottom THE Convenience Stores and Newsagents Association (CSNA) have submitted a complaint to the Competition Authority in regard to reducing commissions paid to retailers by top-up providers. The letter pinpoints a reduction in commissions dating back to September 2002. “We have now (January, 2008) been informed by our distributors that Vodafone are to reduce to them (the distributors) by a further 1.25 percentage points, bringing the figure from 8.50% to 7.25%, a reduction of 14.70%,” wrote Vincent Jennings, CSNA CEO. “If, as likely, the distributors will follow the pattern of previous reductions history, the margin of retailer’s revenue will become 4.35%, down from 5.5% of RRP: a drop of 22.7%.”

Organic Message Being Lost? DOES organic produce need a stronger message? A recent study, ‘Food Safety in the Republic of Ireland: Attitudes Among Industry, Consumers and Young People (2007)’, gathered public opinion on organic food in Ireland, revealing that a fifth of people do not understand the meaning of the word “organic”. Over half of all recipients said that they had never tried organic food, while 54% felt that it was two expensive. Only 32% felt organic produce is a healthier option, while 15% believed it is “full of flavour and taste”.

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Irish Farmers Slam Retail Discounting THE Irish Farmers Association (IFA) are taking out newspaper adverts “naming and shaming” supermarkets that they claim use food as a loss leader. “Our issue concerns the discounting of food products,” Niall Madigan, IFA press spokesperson, told RETAIL NEWS. “As we see it, when you are discounting meat by 40% or 50%, as the multiples are doing, that puts pressure on the primary producers. We don’t believe that the multiples are necessarily taking a hit and sustaining a loss. If they can do it at a 50% knockdown, what kind of margin exists in the first place?” The IFA argue that these discounts are instigated to ensure that retailers extend their margin and so maintain more of the cut. Thus, the producer’s share diminishes. “Discounting is putting more pressure on the producer – our guys simply can’t survive,” warns Madigan. “Pig producers, for example, are under serious pressure. At the same time, pork products are being offloaded at a 40% discount.” But surely these discounts are ultimately dictated by consumer demand? “I’ve no doubt consumers would like to see prices coming down,” responded Madigan, “but the multiples are putting pressure on the suppliers, saying that they want more product for less. As a result, our guys are literally losing millions every week.” The issue was brought to light at

Niall Madigan, IFA press spokesperson.

the IFA’s last AGM, held in January 2008, where IFA President Padraig Walshe told delegates that “predatory pricing by supermarkets ranks on the same scale of threat to farmers as climate change and WTO. A clear illustration of the dominant power of supermarkets was when the world price for milk powder more than doubled to $5,000 per tonne. This product was being sold to some of the poorest people in the world, in Africa and the Caribbean, at the full market price. “At the same time, European supermarkets, such as Aldi, abused

Heineken Bids for Beamish RUMOURS abound that Heineken will soon be taking over Beamish & Crawford as part of its €10.5 billion purchase of Scottish & Newcastle, which owns the Cork based drinks company. As well as its brand name lager, Heineken also distributes Murphy’s Stout, Amstel and Coors Light in Ireland. A B&C takeover would bring Beamish Stout, 8

Strongbow Cider, Kronenbourg 1664 and Fosters into its portfolio. The result would be two Irish drinks giants – Heineken and Diageo - competing for the market. Such a takeover will reportedly bring about the closure of at least one of B&C’s Cork breweries. However, the Irish Competition Authority are currently investigating Heineken’s bid.

their dominant market power to hold down the price of cheese and dairy products,” he continued. “They were engaged in a blatant distortion of the market. The perverse result was that, while those that could least afford it were paying market prices, the world’s wealthiest consumers were paying the lowest prices and were not even asked for a price increase.” Since the AGM, the IFA has been monitoring food advertising every week – particularly on Sundays. Upon discovering that a supermarket has been discounting, they run an advert within 48 hours, “naming and shaming” that outlet. Madigan also calls into question supermarket advertising campaigns in which “they play up the idea that John the farmer, from down the road, is providing the meat that you are about to buy. At the same time, they put John the farmer under severe pressure with discounting. You can’t have it both ways.” Madigan suggested that the end result of discounting would be producers “dropping out of the game”. However, Retail Ireland have refuted the IFA’s allegations. “If the IFA have any evidence of predatory pricing, they should bring it to the Competition Authority immediately,” said Torlach Denihan, Director of Retail Ireland. “The IFA ignores the consumer, but the retail sector cannot, as it depends on the consumer for its very existence.”

Planning Ahead TESCO are set to open their fourth outlet in Waterford, having concluded a €9m deal to purchase an 8.4 acre site, located next to the Kilbarry Road. Tesco have yet to confirm whether or not the new outlet will include a service station. Meanwhile, Marks & Spencers continue their Irish expansion with gusto, opening a store in the Ranelagh area of Dublin – the opening is subject to planning permission. M&S plans to increase its presence in Ireland by 30-40% over the next five years.

Imagine a better future The Topaz business vision is to transform Ireland’s fuel and convenience business by doing things better for the Irish customer. We now want to add to our dynamic and successful network of 350 outlets with people who share our passion for innovation, quality and setting new standards in customer service. You will benefit from the biggest investment plan ever launched for the sector in Ireland. It includes a comprehensive forecourt fit-out and branding programme, staff training and marketing. To share in a better future – just call your nearest Topaz representative on the number below:

Northern Ireland/Co. Donegal: Richard Stones Tel: +44 77 718 14515 South West: Tony Buckley Tel: 086 259 2647 Midlands: Bobby Connolly Tel: 086 242 7790 South East: Peter O’Connor Tel: 086 257 8706 West: Declan Murphy Tel: 0860437754 www.topazenergy.ie

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Centra Announces Record Sales CENTRA announced a record sales performance for 2007 in the Republic of Ireland of €1.383bn. The results were announced by Donal Horgan, Managing Director of Musgrave Retail Partners Ireland, at Centra’s national conference, which was attended by over 440 Centra retail partners. In 2007, Centra and its independent retail partners made a significant contribution to communities and local economies across Ireland, with record levels of investment. Key highlights for Centra and its retail partners included: - Sales up 15.1% to €1.383 billion in 2007, with like-forlike growth of 8.1%; -

Pictured are Bernard Lynch, Chairman, Centra Retailer Council, with DJ Allen, Sales Director, Centra, and Donal Horgan, Managing Director, Centra pictured at the Centra conference in The Malton Hotel, Killarney.

Centra growth significantly ahead of the grocery market, which grew by 7% in 2007;

- €67m invested by Centra’s independent retail partners in 2007 - €50m in the opening of 47 new stores, with a further €17m invested in the revamp and extension of 82 stores; - 1,200 jobs created in 2007 in communities across Ireland - In 2008, 44 new Centra stores are planned, backed by an investment package of €65m - €45m for new stores, with €20m set aside for the revamp and extension of 80 existing stores, leading to 1,000 new jobs. Speaking at the conference, Horgan said Centra’s sales performance in 2007 demonstrated the success of the group’s innovative retail model and highlighted its ability to deliver on its promises of range, value and service to consumers despite rising business costs and an extremely competitive retail environment. “This year’s record sales performance demonstrates the continued success of our brand, which we have achieved 10

through our partnership with our entrepreneurial retailers and by dedicating ourselves to providing the best convenience shopping experience for consumers, regardless of where they live in Ireland,” he noted. “The repositioning of the Centra brand around the concept of ‘Bright Ideas For Everyday Living’, has led to many new developments in fresh food and services. We have worked hard with our retail partners to significantly expand our fresh food convenience offer through the extension of our ‘Good to Go’ range and the introduction of our ‘Simply Cook’ meal solutions range.” Other developments have included the re-launch of Centra’s own brand range, including its ‘Rite Price’ value range, as well as the introduction of additional in-store services. Looking forward to 2008, Horgan noted; “By meeting the needs of local communities and providing choice, depth of range, value and excellent service in a modern, convenient location, we look to 2008 with confidence, despite the ever increasing competition in the market. We will continue to evolve our store network to reflect the new Centra brand proposition and roll out new products and instore services to meet the growing needs of Irish shoppers.

New Retail Training Initiative for Enterprise MINISTER Micheál Martin TD has launched a major new initiative for employees of the retail sector, which is provided by FÁS is in the form of two new training programmes. The first is aimed at people who have at least one year’s experience in the Retail Sector, entitled Certificate in Retail Skills FETAC Level 4, while the second is a more in-depth programme aimed at people who wish to advance to front-line management, Advanced Certificate in Retail Management FETAC Level 6. FÁS consulted widely before it brought these new products to the market and has pilot tested both programmes with Tesco Ireland in three of its major stores in Dublin. Tony Keohane, Chief Executive, Tesco Ireland, noted “As a business that has long recognised the potential of our staff and already invest heavily in staff development programmes, we are delighted to be the first retailer to pilot these National Awards. They represent a significant step forward for the retail industry and will be of benefit to us as retailers, our staff and the customers we serve every day.” Vincent Jennings, CEO of The CSNA, who are working closely with FÁS on this initiative, welcomes the fact that FÁS will be rolling this out nationwide over the coming weeks and said “that these programmes will have huge benefit for our membership.” FÁS intends to make over 1000 places available for employees of the retail sector within the next year.

MEAS Effect A COCKTAIL of legislation, education programmes, community involvement, and a range of intervention services, is required to tackle the problem of alcohol abuse, a conference in Dublin heard recently. MEAS, the alcohol social responsibility organisation, held their fifth annual conference on the theme of ‘Working Together To Reduce Alcohol Related Harm’.

00000 - JP KS AD RETAIL PRICE GUIDE

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THE POWER OF BLUE

RN March08News ●

SHOP 2008 Gets Double Seal of Approval SHOP 2008 has enjoyed two international seals of approval, with the announcement that both the World Cheese Awards and the Guild of Fine Foods will feature at the event this year, which takes place at the RDS, Dublin from September 29 to October 1. The World Cheese Awards is the largest international cheese competition in the world and this will be the first time it is staged outside of the UK. The Supreme Champion will be announced on the last day of the show at an official Awards ceremony. A further endorsement of the calibre of SHOP and a confirmation of its reputation as the primary event on the food & drink calendar, The Guild of Fine Food is organising The Great Taste Gourmet Food Hall at SHOP this year. The Guild is the British association for speciality food retailers and producers and their participation is a perfect fit for the event, as SHOP already devotes an entire section of the show to the County Enterprise Boards as a showcase for ingenuity and innovation in food and drink on a local level. This section proved hugely popular at the event last year and will this year

Pictured are: John Farrand, Guild of Fine Foods; Garret Buckley, Expo Events; Sallie Jamie, Guild of Fine Foods; and Nicola Ryan, Expo Events, at the launch of SHOP 2008.

represent 18 Enterprise Boards, bringing a mix of 49 businesses alone. Designed for those in the Retail, Food and Drink sector to develop new business, launch new products and network, SHOP (which sees the merger of two of

Ireland’s most well-established trade shows IFEX and Forecourt), welcomed 5,000 focused buyers and decision-makers last year. For more information, visit www.shopexhibition.com.

Irish Exports Under Pressure FOOD and drink exporters are under serious competitive pressure, due to the growing strength of the euro against sterling, according to Food and Drink Industry Ireland (FDII). “The food and drink industry is very concerned that sterling has weakened by 10% against the euro since September,” said FDII Director Paul Kelly. “It is having a dramatic effect on the industry’s competitiveness in our most important export market. The UK accounts for 42% (€3.62bn) of Irish food and drink exports and although there has been ongoing market diversification into other EU markets and further afield, our neighbour remains by far our biggest market. In addition, Irish food exporters are coming under sustained pressure from UK companies in third markets. “For five years, we have had relative exchange rate stability with the sterling rate against the euro, being in the range £0.65-0.69. The euro has now moved sharply up to over £0.75 sterling. The consequences of such a move are extremely worrying. It is inevitable that we will lose markets abroad and jobs at home. What is needed is a renewed focus on maintaining the competitiveness of the sector.” 12

FDII Director Paul Kelly.

Because every one of your customers likes their cup of tea just the way they like it, Barry’s Gold Blend Tea is now available in string & tag format. So your customers can enjoy Ireland’s best tea, brewed to their own satisfaction. Our string & tag tea bags are available in a convenient 4x40 pack, or individually wrapped in our 200-bag dispensing box. And because quality is all important, our strings are attached with a stitch instead of a staple – so that unique Gold Blend flavour reaches your customers at its very best. To find out more, call 021 4915000 or email us at info@barrystea.ie

43204 B.Tea Catering A4.indd 1

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RN March08Industry News ●

Costcutter Store Opens in Lisdoonan PICTURED at the recent opening of the new Costcutter store in Lisdoonan, Co. Monaghan by President Mary McAleese were Barry Group’s Seán Hunt, Store Development Manager; Norman Lenihan, Head of Sales and Marketing; Noel Brady, Group Field Sales Manager; and Mark McComiskey, North East Account Manager. The store, which occupies the ground level of Lisdoonan’s 4,200 square feet Shop Enterprise Building, has added a new vibrancy to the Lisdoonan area, while offering locals a full range of groceries, fresh, frozen and deli foods at competitive prices.

Beamish & Crawford’s Strong 2007 BEAMISH & Crawford reported strong growth in 2007. ”The company was the fastest growing brewer in the Irish market, as its strong portfolio of brands (draught, can and bottle) successfully competed in all market channels in Ireland,” noted Alf Smiddy, Chairman & Managing Director, Beamish & Crawford (pictured). “Turnover in 2007 for Beamish & Crawford (Republic of Ireland and Northern Ireland) was €128.69m, which was ahead of last year by 8%, with both markets achieving this level of growth. Ongoing investment in our brewing and packaging facility in Cork in 2007, saw the completion of a three-year €15m investment programme, with the commissioning of a new state of the art kegging facility at our brewing site.”

Happy Chinese New Year from Blue Dragon BLUE Dragon, one of Ireland’s leading Chinese food ranges, celebrated Chinese New Year in style recently in Furama Restaurant in Donnybrook, Dublin 4. Furama was chosen as this year’s venue as they were winners of the Ethnic Restaurant of The Year Award, sponsored by Blue Dragon, in the recent Georgina Campbell Ireland - The Guide Awards. William Rochford and Anne McInerney from BR Marketing, distributors of Blue Dragon in Ireland, are pictured with four-year-old Sofi-Mei Lally.

New MD at Moy Park MOY Park has appointed Nigel Dunlop as its new Managing Director and CEO. Dunlop, 50, comes to Moy Park from Gallaher Tobacco plc, where he was executive director, sitting on the main board, until the business – ranked 45 in the FTSE 100 – was acquired by Japan Tobacco in April 2007. Since the acquisition, Dunlop has continued with Gallaher to work on the integration of the two businesses. He is also a non-executive director of Warburton’s, the UK’s top independent bread baker and second largest grocery brand. 14

‘First Sale’ from Enterprise Ireland and Musgrave PICTURED at the Launch of the Enterprise Ireland and Musgrave ‘First Sale’ Programme, to assist Irish food companies to make an impact in the retail sector, are (l-r): Tom Hayes, Head of High Potential Start Ups, Enterprise Ireland, and Donal Horgan, Managing Director, Musgrave, with Minister for Enterprise Trade and Employment, Micheál Martin TD. The ‘First Sale’ programme is designed to enable early stage food companies to understand the requirements of large food retailers, thereby enabling them to develop sustainable businesses. Nine Irish food companies, including Sunshine Juice, FreshCut Food Services, Dunhill Cuisine and Broadway Bagels, participated in earlier pilot programmes in 2005 and 2006. In 2007, the pilot participants recorded a collective €2m in direct sales to Musgrave. This joint initiative has been so successful, that it has been decided to double the number of companies participating in the 2008 programme.

RN March08Industry News ●

Musgrave Retail Partners Raise €360,000 for Charity MUSGRAVE Retail Partners have presented a cheque for €360,000 to Our Lady's Hospital for Sick Children and the Irish Cancer Society. Teams made up of Musgrave, SuperValu and Centra staff, retailers and suppliers participated in the sixth annual Musgrave Triathlon to raise money for these two great charities. Pictured with children from Our Lady's Hospital are Tony Barry, Chairman, the Children's Medical Research Foundation, and Donal Horgan, Managing Director, Musgrave Retail Partners. Since its inception, the Musgrave Triathlon has raised €2.36m for both charities.

Kleerex Announces Equity Kleerex Take Stake in Featureline KLEEREX Group has taken a significant equity stake in Featureline Limited. This investment has been made to help grow and develop Featureline’s business in the Irish market, and is an endorsement of the tremendous progress made by the Featureline team in building their business in recent years. Featureline is a leading turnkey service provider of shop-fitting and specialist interior fit-outs. The company will continue to be run as a standalone business by its existing management team, led by Colm Mooney, who is pictured (centre) with Alan Victory, Financial Director of Kleerex (left) and Michael Ryan, Managing Director, Kleerex.

Maxol Sponsor Craggy Island Milk Float MAXOL are the support vehicle sponsor for the Craggy Island Milk Float activity for the Ted 40, in aid of Down Syndrome Ireland, a nationwide event which finished in Galway on February 28. Pictured at Clontarf Rugby Club, where the Milk Float arrived into Dublin, were Fergal Harrington, Maxol, Sheera Delaney and John Lyndsey, CEO, Down Syndrome Ireland.

New Manager at Superquinn Ranelagh

Homestead Half-Way Home for Crumlin Hospital

PAUL O’Connell has been appointed Manager of the new Superquinn store in Ranelagh, Dublin. In his new role, Paul will be responsible for the day-to-day running of the 10,000 square feet store in Ranelagh village, which opened on January 15.

HOMESTEAD presented a cheque for €250,000 recently to The Children’s Medical & Research Foundation, Our Lady’s Children’s Hospital, Crumlin. The cheque formed part of Homestead’s ‘Home from Home’ campaign pledge to raising a minimum of €500,000 for the Hospital – making it one of the biggest sums realised for Our Lady’s through a single fundraising venture. Tom Shipsey, Chief Executive of Stonehouse is pictured with David Doran, CEO of The Children’s Medical & Research Foundation at Our Lady’s Children’s Hospital, Crumlin. “We are delighted with the response of our members, staff, retailers and customers to this initiative and we will continue to support this campaign to ensure everybody keeps up the great work for Our Lady’s Children’s Hospital, Crumlin,” said Shipsey. “We are confident that we will reach our target by the end of the ‘Home from Home’ campaign, which runs until the end of June.”

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RN March08Industry News ●

Centra Store of the Year LYNCH’S Centra, Crosshaven, has been awarded the Centra Store of the Year title for 2008, in a tough competition which saw fierce opposition from 14 other excellent finalists from around the country. The National Award was presented to store owners Bernard and Anne Lynch by Donal Horgan, Centra Managing Director and DJ McAllen, Centra Sales Director, at the group’s National Conference, held recently in Killarney. All 450 Centra stores throughout the Republic of Ireland are assessed for the Centra Store of the Year competition. Store owner Bernard Lynch paid tribute to his team and said that their constant dedication and professional approach was what singled out the Crosshaven store for the award.

Pedigree Dog Adoption Drive LOUISA Brooks, Petcare Marketing Activity Director for Mars Ireland is pictured with TV personalities Lorraine Keane and Caroline Morahan, along with Conor Looney, Pedigree Marketing Manager for Mars Ireland, at the launch of Pedigree’s first annual Dog Adoption Drive in Ireland. Recent statistics have shown Ireland puts to sleep twice as many dogs as are rehomed, and the Pedigree Adoption Drive is a major national campaign to raise awareness of the plight of homeless and abandoned dogs by encouraging people in Ireland to adopt a dog from their local shelter or welfare organisation, and is the biggest ever consumer campaign for the Pedigree brand.

Superquinn’s New Online Shopping Fleet AS online shopping continues to become more popular with time-starved supermarket shoppers, Superquinn have announced the purchase of a new fleet of top-ofthe range delivery trucks to cater for home deliveries. Twelve new trucks have been bought to cater for online shoppers, each kitted out in new livery and capable of holding approximately 150 crates of shopping, equivalent to the average weekly shop of 15 households. Pictured with Superquinn's new online shopping fleet are (l-r): Valerie Rice, Marketing and Internet Shopping Director; Simon Burke, Executive Chairman; and John Smith, Head of Online Shopping.

‘A’ List Stars Turn Out for IFTA’s MEL Gibson and Renee Russo are pictured at the 5th Annual Irish Film & Television Awards ceremony, which took place at the Gaiety Theatre in Dublin recently. Ballygowan, which is Ireland’s original bottled water, took to the stage for a second time as the official water supplier to this year’s glittering event, where stars had the chance to choose sparkling over bubbly. Ballygowan kept the TV and film stars, the 1,000 guests and behind the scenes organisers hydrated during the star-studded event.

NESCAFE OR RETNEWS AD:Layout 1

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RN March08Shop Profile ●

SuperValu Shines in Kenmare Tadhg Murphy’s ambitious new SuperValu in Kenmare, Co. Kerry, is a stunning example of 21st Century design, which adds to the town’s architectural landscape.

The

Murphy family has been involved in retail grocery for six generations, stretching back to the 19th Century. The latest Murphy’s SuperValu in Kenmare, Co. Kerry, fuses 21st Century design and technology with those generations of retail experience coming to the fore in a €12m shopping centre development, with Murphy’s SuperValu as the anchor tenant. “Before this project, we operated three SuperValu stores, including the shop on Main St in Kenmare,” explains Derry Murphy. “We had owned that shop since 1986 and its location was very central to the town and an intregal part of the community here in Kenmare. However, over the years, parking became a bigger and bigger problem due to the expansion of Kenmare, both as a residential and holiday destination town. In recent times, it has been next to impossible to get parking near the shop. My father Dermot came up with the idea of moving the shop to the periphery of the town about five years ago.”

Stunning Architecture Kenmare is a heritage town, and its stunning architecture makes it very easy on the eye, and the Murphy family were keen that their new development would add to the town’s building landscape. “We wanted this project to be something special and so commissioned an architect, Harry Wallace of

Killarney, to create a bespoke shopping centre that would not only house our new SuperValu but also have capacity for 11 additional units,” notes Derry. It has been a massive project and the Murphy family worked closely with members of the local community to come up with a design that would not only suit the business, but would be a genuine asset to Kenmare itself. In keeping with that ideology, the family gifted a portion of land at the front of the plot to the town council and paid to have a playground erected on that site. The project also aimed to solve the town’s parking problem: in order to keep the car park from becoming too much of a sprawling eyesore, the development included the provision of 100 underground car parking spaces.

Spectacular Design The design, planning and approval stages may have been laborious but the results are spectacular. The synthesis of expert architectural advice, input from staff and customers and the aspirations of the family have created a building that is not only visually appealing, but packed with potential to improve the quality of life of people in its catchment area. Derry is still negotiating the details for leasing the 11 units, but it looks likely that the development will include a medical centre and a pharmacy to serve the local community. “Work on the site began in the summer of ’06 and we officially opened during November of last year,” he explains. “Considering the scale of the project, including the under20

RN March08Shop Profile ●

ground parking, we were happy with the speed of construction. SuperValu were fantastic when we were designing the shop. We were only the third store to open with the latest SuperValu image and we received amazing support during this development. “There is incredible attention to detail in the new look for absolutely every aspect of the shop,” he adds. “For everything from areas as fundamental as the choice of materials to finishing touches like category management, you could not create a shop of the quality of this without the expert and intensive support of a strong symbol group partner, and the Musgrave store development department ticks all the boxes in this area ” The store is particularly strong when it comes to fresh fruit and veg., fresh meat and fresh fish. The huge butchery department offers fully traceable product, which is immaculately presented. Indeed, the size of the shop, at 15,000 square feet, allows for massive stock selection, which manages to cater for all budgets, from premium to value, across the entire grocery range. The first thing you notice about the new store is its striking new look, from the extensive use of natural materials in the entrance aisle through to vibrant promotional shelf-ends and lighting techniques, which ensure that every product is presented perfectly.

Superb Staff Such a large shop needs a lot of staff to maintain the high standards that the pristine look inspires. “We have always prided ourselves on having well trained staff and we are always working to retain staff,” notes Derry. “There are four members of staff working here today who were with us when we opened our shop here in 1986. SuperValu have that same awareness of the importance of staff training. They make an incredible training package available for you to take advantage of. In order to do that successfully, you really have to engage staff properly in the process.” To this end, the Murphy family perform routine staff appraisals and develop training programmes on a regular

basis. “Because we have a number of shops, we can map out a career path for staff members who are particularly highly motivated, the type of good staff who traditionally move out of grocery retail,” Derry continues. “For example, one of our trainee managers is now managing the Daybreak shop we opened on the old site on Main Street and he is doing a very good job there. You have to engage and motivate staff in order for the training to be most effective and have that reflected in the quality of your shop.” Murphy’s SuperValu in Kenmare represents the cutting edge of supermarket retailing. The quality of the package prepared by SuperValu, combined with the huge investment undertaken by Derry FA C T F I L E and his family, has created something Owner: Derry Murphy special that will Location: Kenmare, Co. Kerry really benefit the people of Size: 15,000 sqft Kenmare, the Number of community that Staff: 80 full time & part time is at the heart of Opening this impressive hours: 08:00 – 21:00, Mon-Sat; development. 09:00-18:00, Sunday. 21

RN March08Karen Meenan’s Top Tips ●

Pester Power’s Profit Potential Retail consultant Karen Meenan looks at the new best-sellers in the kids’ comic sector, the potential of part-works and the reasons why you should be selling books in your store.

there any retailer out there who has not heard of Match Attax? This football trading card craze started slowly during November last year in school-yards around the country. School-boys in the UK had been familiar with the trading cards earlier than that, but with little fanfare and no advertising support either above or below the line, requests for full boxes of Match Attax were suddenly appearing on Santa lists around Ireland. The popularity was such that supply to retailers was rationed and the most common 22

complaint around Christmas was that newsagents couldn’t get enough stock. Suddenly, whole boxes were being bought by stressed out parents who were demented by the constant demands of their pre-teenage boys looking for “just one more packet – pleeease!” These cards retail at 55 cent and are usually bought with pocket money, three and four packets at a time. Over 400 different players are available in the game, which is made by Topps, each The Match Attax football trading card craze has really taken off in Ireland. showing a photo of a premier be a phenomenal hit across the UK, league footballer, his club’s logo, with a Match Attax tour drawing in position, defensive rating and thousands of eager fans. attacking rating. A starter pack, A new magazine launch in March which costs €7.49, contains 30 2008 called Match of the Day, a BBC players, a playing pitch, binder and title linked to the TV show, will give rules guide. The game has proved to

Bob The Builder Sticker Collection A BRAND new Bob The Builder sticker collection from Panini goes on sale from March 13. Bob the Builder is the second of two ‘My First Panini Collections’, the first being Thomas the Tank Engine, which remains on sale. Entertainment collections based around films, TV shows and toy brands are gaining market share and becoming increasingly popular, and the new Bob The Builder collection contains over 200 stickers to collect, and the launch will be supported with a targeted TV campaign to highlight the collection to both children and parents. Ads will run across a number of children’s channels from March 24, and 100,000 Bob The Builder albums will be covermounted with the Bob The Builder Magazine, on sale on March 26.

RN March08Karen Meenan’s Top Tips ●

Pester Power in the newsagency department? If the craze were for a confectionery or soft drinks product, would we as retailers react in the same passive way? Or are we just punch drunk with the newsagency category and find the whole department just too difficult to manage to gain our fair slice of the action?

Take Another Look at Part-Works

with issue 1 (which is usually discounted) on that first day. In this way, your customer will effectively have paid for a back week and you will retain all the sales without losing any money. As soon as your customer loses interest (or appears to lose interest) in collecting the part-works, cut your losses quickly and talk to your customer about cancelling the title: you should always get a mobile number from your customer for this reason. Offer your customer the alternative of buying direct from the supplier over the internet on a subscription basis. They might be delighted with this arrangement – they could be enticed with the free gifts proffered as a subscriber or they might genuinely be looking for a way of stopping the collection, which seemed such a good idea only six weeks ago.

Part-works are almost always good revenue builders in January and September each year and yet many retailers still refuse to stock them. This January saw the launch of several successful The TV-advertised Ronnie Barker part-works, proving extremely popular with consumers. TV shows in a part-works format – Zoey 101 (pre-teen girls), Strawberry Shortcake (6-9 away five free Match Attax cards (of girls), Dora the Explorer (6-9 girls), which one card is a limited edition Become a Best Selling Shrek’s Quests (boys and girls) and, exclusive to the magazine) on issue Book Seller for adults, a TV advertised set of two to capitalise on the success to If you really want to make money Ronnie Barker DVDs to collect each date. This new launch will further from your newsagency, why not offer week. strengthen magazines which appeal your customers a full reading Many retailers have been burned to all ages – the surprise hits of last experience in your store? The better in the past with part-works going on year were In the Night Garden in the newsagents in your locality have a firm-sale after issue 5 or 6 and pre-school sector and Doctor Who so, when your customer stops Adventures, which is the best selling collecting, you start losing boys’ magazine on the stands today. money. So in order to maximise Committed stockists of Match your profit during this highly Attax have reported card sales in lucrative 5 or 6 week period, just excess of €3,000 since the craze have a simple set of house rules began – not bad at 25% margin and a in place before you stock partsure fan-base! And still the fact works. remains: not all retailers are Make a decision to stock all stocking these trading cards, and part-works, sticker collections those who are, seem to stock them and all new comic launches, only half-heartedly, happy enough to particularly those which are sell what stock was despatched from advertised on TV. the distributor, but not valuing the If the part-work goes to firm craze enough to make a phone call to sale after issue 5, instruct your ask for more stock. distributor not to deliver partThe experience has clear winners works after this issue (do this and losers. Those retailers who preferably by email, so you have appreciated the pester power sales a written record of this and shouted loudest for extra stock, arrangement, so you can claim got stock and gained new customers lost credit if necessary). as a result. Those who didn’t allowed If a customer asks you to boys with money in their pockets to hold stock of a particular partwalk away, free to spend their pocket Zoey 101, aimed at pre-teen girls, is one of the work (say Ronnie Barker), ask money with a competitor! successful part-works launched this year. for payment of issue 2 along So what does that tell us about

RN March08Karen Meenan’s Top Tips ●

as Breakfast at Tiffany’s have enjoyed a revival both in book shops and libraries around the country. Even children’s books such as The Boy in the Striped Pyjamas and Look What Blew into the Zoo have been featured on a Tubridy Show recommended read list and sales have boomed as a result. Look What Blew into the Zoo went into a reprint very soon after it was listed on the Barry’s Tea website as a children’s recommended read during the summer of 2007. The dramatic increase of sales was attributed to the Barry’s Tea Book Club logo sticker, which appeared on the book and was subsequently bought by Look What Blew Into The Zoo went into a reprint parents at the till point very soon after it was listed on the Barry’s Tea for €8.99. Earning 30% of website as a children’s recommended read during the cover price is not bad the summer of 2007. for a retailer, who just has to stock the books on the Barry’s Tea Recommended Reads! Ed Walsh of Argosy Libraries produces a list of recommendations for all newsagents, which gives background information for all would-be book sellers. This buyers’ list will let you know what authors are going to appear on high profile Libraries on a full sale or return programmes like The Late Late basis, Unit 12, North Park, North Show or Tubridy Tonight and Road, Finglas, Dublin 11. Ph: +353what books are going to be (0)1-8239500 Direct line: +353-(0)1reviewed on Newstalk 106FM Shrek’s Quests, targeted at boys and girls, 8239502. Fax: +353-(0)1-8239599 is proving a real winner with kids since its and in magazines like State. launch earlier this year. Email: hazel@argosybooks.ie or visit Books are available from Argosy www.argosybooks.ie. Use the internet to join the Barry’s Tea Book Club yourself and see for About the Author yourself some of the 300 recommended RETAIL consultant Karen Meenan runs reads which have sold in book shops her own consultancy business, Results and were borrowed in libraries around Training & Marketing, focusing on net Ireland since the book club was profit and how to maximise profit for the launched in March, 2006. retailer. For more information, contact If your back office is still not Karen on 086 6027711 or by email linked to the Internet and you still kmeenan@eircom.net. have no email facility – why not contact Scott Griffin of ITXPRESS Ltd at 1890 636636 or email at Results Training & Marketing support@itxpress.ie and discover how When Results Really Matter much easier it is to run your business with the help of easy to use technology.

full range of paperbacks and children’s books, along with magazines and daily newspapers. Have you experienced the sales success linked with stocking recommended reads by Oprah, Richard and Judy and closer to home, Ryan Tubridy? In Ireland, there are 30,000 people registered with the Barry’s Tea on-line book club. This bunch of internet bookworms are given a book of the month on air by host, Ryan Tubridy, as well as a selection of other books to read, which are reviewed four weeks later. This list usually comprises recently launched best sellers such as On Chesil Beach, but also classics such

22173 Mitsubishi BIK A4

07/01/2008

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This commercial decision WILL save you thousands! BIK may stand for Benefit-In-Kind but for you and your employer it spells COST! There’s the cost of the vehicle, PAYE obligations, PRSI contributions, depreciation and road tax. But you and your employer can save thousands by having a commercial 4x4 as your company vehicle. Take the Outlander Business, at €29,950. It delivers class leading space, towing capacity and emission levels at 175 g/km – that’s better than many mid size cars. It also delivers significant Benefit In Kind (BIK) savings vs. the cost of a similarly priced passenger car. Price comparison:

Mitsubishi Outlander

Retail Price

€29,950

Employee Benefit In Kind

€614

€3,683

Employer Benefit In Kind

€180

€1,078

Motor Tax

€277

€590

VAT reclaimable on vehicle cost

€4,289

None

Passenger Saloon €29,950

In the first year alone, the combined savings come to €8,569. It’s win-win and makes incredible commercial sense. And when it comes to which commercial 4x4 to go for, there is also only one winner – with 70 years at the forefront of 4x4 development it has to be… Mitsubishi.

Outlander Business (€29,950) 2.0L DID Engine On demand 4 wheel drive system 40 mpg Loads of cargo space Greenest SUV in its class – 175g/km

Pajero Commercial (from €36,495) Cruise Control Traction Control Super Select 4 wheel drive Air conditioning 12 Paris – Dakar Rally wins

2,000kg of Great re-sale towing capacity value

For further information get in touch with our dedicated Business Sales Team at: www.mitsubishi-motors.ie or call 1890 41 51 61. Taxable Employee BIK is based on 30% of the retail price of the passenger vehicle and 5% of the commercial, and calculated at the applicable PAYE rate of 20% or 41%. 41% is applied in this example. Taxable Employer BIK is calculated at 12%. BIK on a passenger vehicle can be reduced on a sliding scale based on the level of business mileage that an employee undertakes in a year. The road tax rate for the passenger saloon example is based on vehicles in the 1901cc - 2000cc engine range. All prices quoted for vehicles include VAT but exclude dealer delivery and related charges.

RN March08Drinks News ●

Nicholas Feuillatte Sponsors RSVP Women of the Year Awards CHAMPAGNE Nicholas Feuillatte is to sponsor the inaugural RSVP Women of the Year Awards 2008. The awards ceremony, in association with TV3, will be held at a gala awards banquet for over 600 people on June 7, 2008, in the Silver Springs Moran Convention Centre, Cork. The awards will recognise and acknowledge women who have con-

Lindemans Chief Winemaker Visits Ireland

tributed at local, national and international level to promoting excellence in charitable work, business, the arts, entertainment, media and all facets of life. Pictured are Tom Desmond, Managing Director, Galvins Wholesale Ltd, and Paula Lenihan, RSVP.

Tiger Beer Boat Race TIGER Beer Brand Manager, Adrian McGreevy (left) is pictured with Danny Ryan, captain of the Trinity Rowing Club, at the Tiger Beer Boat Race in Dublin's Docklands. Tiger Beer staged a traditional Chinese Dragon Boat Race to mark the Chinese New Year, which began on February 7, 2008. The beautifully ornate, 40 foot long dragon boats took to the River Liffey at the Sean O’Casey Pedestrian Bridge in the Dubin Docklands for a series of highly entertaining and dramatic races.

Bondi or Bust! MARIE Clay, Chief Winemaker with Lindemans Wines (pictured) visited Ireland recently, where she shared her insights and experiences of Australian winemaking and the Lindemans ranges. A graduate of the SouthCorp Wines Winemaking Programme, Marie has a wealth of experience in Australian and International winemaking and was in Ireland to highlight the Lindemans range of wines, which will be introducing Lindemans Early Harvest, a range of lower alcohol wines in the coming months. Lindemans is distributed exclusively by Edward Dillon & Company Limited.

JULIE Devine and Sara Kavanagh prepare for Australia Day with Foster's Brand Manager, Paul O'Grady, on January 26. Over 200 million pints of Foster’s were sold in the Irish market in 2007, highlighting the exceptional performance of the brand.

2008 Hennessy Gold Cup SUNDAY February 10 saw leading names from the Irish Drinks Industry turn out in their finery for the eighteenth running of the Hennessy Gold Cup. Hennessy President, Bernard Peillon and John Pearson, Managing Director, Edward Dillon and Co. Ltd, hosted a lavish reception in the luxurious Hennessy suite for over 300 guests. Pictured are Louis Fitzgerald, Palmerstown House; Lou and Peter Walker, and John Pearson, MD of Edward Dillon & Co. Ltd.

From the world’s No.1 selling cigarette brand* and the fastest growing premium cigarette brand in the Irish market.**

• Is already a success in 34 markets worldwide • Completes the Marlboro portfolio, offering a smoother taste with a 3mg tar level • Launched in an exclusive limited edition foil with a clean fresh looking white filter • Extensive trade marketing support • Extensively supported with In-store POS materials

* Source: Philip Morris International research. ** AC Nielsen data from approx. 1,700 POS representing 40% of total Irish Market. This advertisement is for the information of tobacco traders only.

SMOKERS DIE YOUNGER Irish Government Warning

RN ●

March08Retail

News Interview

Pictured are (l-r): John Flahavan, Chairman and Managing Director at Flahavan’s, chef Rachel Allen and Mary Flahavan.

Bowled Over Flahavan’s, Ireland’s oldest and leading provider of oat-based brands, is riding a crest of a wave with its unique portfolio.

Porridge

is the rising star of the breakfast table. While ambient food products have increased in sales by 5-6% in recent years, porridge is up around 11%. This stomach-warming category has a degree of tradition that is absent from other cereal ranges - and when it comes to County Waterford’s Flahavan’s, there is certainly no shortage of impressive heritage. Ever since an oatflaking facility was introduced to the mill at Kilmacthomas in 1935, Flahavan’s has delivered a distinctive porridge and kept abreast of the market, changing its mill technology and product portfolio with the times. “In the 1930s and 1940s, there was primarily one product: Flahavan's Progress Oatlets, sold in three or four sizes,” says John Flahavan, Chairman and Managing Director at Flahavan’s. In the 1960s and 1970s, the porridge business boomed. At a time when many people still walked to work, and did not have central heating in their homes, the cereal was per28

ceived to be beneficial for its warming properties. During this period, Flahavan's engrained themselves into public consciousness with their advertisement ‘Start The Day The Flahavan’s Way’, which still emotes nostalgia in consumers today. In the 2000s, the Flahavan’s portfolio has expanded dramatically: to around 15 consumer products in the Irish market. Flahavan's Progress Oatlets remains the mother-brand, but there are plenty of sub-brands beneath its mantle. But what has changed most drastically is the public perception of porridge and other oatbased products.

Health Benefits Porridge had long been marketed as a food that contained health benefits, but no-one really understood what these benefits were. Over the last 15 years, a scientific explanation has emerged. “It is 100% natural food, it can help reduce cholesterol, and it is high in fibre. It doesn’t have sugar or salt and it is low in saturated fats,”

explains John Noonan, Sales & Marketing Director. Porridge also boosts protein intake, stabilises blood sugar levels, and can help manage the risk of Type 2 (adult onset) diabetes. It aids digestion and is easy on the stomach. Considering the concerns over obesity and consumer desire for healthy products, it is hardly any surprise that Flahavan’s products are now in high demand. “Trends under the general heading of health, the demand for natural wholegrain, have had a positive impact on porridge,” says Noonan. “We were anticipating these as far back as five years ago.” Thus, the Flahavan’s portfolio now includes a number of cold cereal products as well as their porridge brands. Flahavan’s Hi 8 Muesli plays an important role in the cold cereal market: a museli with a high oat content, in contrast to competitor muselis that have high wheat contents. Five or six years ago, the company also launched Flahavan’s Flapjacks. “Our own consumers were buying Flahavan's ingre-

RN March08Retail News Interview ●

dients and turning them into flapjacks,” Noonan explains. “We saw the opportunity there to producing a flapjack-type product with a high oat content. They retail in single serving slices.”

Convenience Products Porridge, however, has had a more contentious issue to overcome. There has long been a perception that making porridge takes time. Surely, in today’s cash rich and time poor climate, this will hamper sales? Not necessarily so. Flahavan’s have innovated with a number of products that cater toward time-starved consumers. “[Our business] has been all about maintaining health benefits while seeking ways to package the products in more convenient formats,” says Noonan. “From our research, we know

that only around “From our research, we know that only 31% of households sit down each morning to around 31% of households sit down eat breakfast. There is a lot of individual coneach morning to eat breakfast. There sumption occurring: is a lot of individual consumption sometimes this happens in the home, but often it is occurring: sometimes this happens on the go or at work. This has prompted us to launch in the home, but often it is on the Microwave Quick Oats Sachets, Microwave Quick go or at work. This has prompted Oats Portable Porridge and us to launch Microwave Quick Quick Oats Portable Porridge. These only take around 90 secOats Sachets, Microwave Quick onds to prepare.”

Home Baking Due to the busy nature of 21st Century life, home baking has experienced a slowdown in recent times. But in many cases, con-

The modern Flahavan’s product range encompasses a whole range of oat-based products.

Oats Portable Porridge and Quick Oats Portable Porridge. These only take around 90 seconds to prepare.” sumers will bake with semi-prepared ingredients, such as bread or cookie mix. Additional products – such as Flahavan's Pinhead Oatmeal and Flahavan's Jumbo Oatflakes – assist the consumer in finishing culinary work. Furthermore, the organic market is proving to be a growing area of interest for consumers, and sales of Flahavan's Organic Porridge Oatlets are rocketing.

Where There’s a Mill, There’s a Way now live directly across the road from the mill. An aunt of John Flahavan, a sixth generation in the business, on a mine used to live in this house – my father lived in Bonmahon, remarkable heritage in oat production. by the sea, which is about ten minutes away. Other family “The use of the Flahavan's site for producing oats dates members have been involved in the company in years gone by, back to the late 18th century. In years past, there were mills but my own family are the only ones who have remained in it. up and down the different rivers in Ireland. The River To be honest, I can’t imagine doing anything else.” Mahon, which we are situated next to, once supported five mills. We know from surveys that this mill was running nine months of the year - there were three months where there was no water to run it. It was driven by the energy from the local river. Initially, our product was in the pinhead oatmeal line. We started making flaked oats here in 1935. “I’ve been born and bred into the business, more or less. As a youngster, I worked here durThe Flahavan’s factory as it was in 1961 and the ultra-modern ing the school holidays and facility of today. 29

RN March08Retail News Interview ●

John Flahavan, Chairman and MD, with John Noonan, Sales & Marketing Director, Flahavan’s.

As a family-run business, Flahavan's are well aware that they face weighty rivalry from multinationals and indigenous companies. How, then, do they stand out from the crowd? “We have always paid attention to quality,” says Noonan. “Quality is a cornerstone of our business. We recognise this when we go into palatability and blindtasting trials. We also put a lot of support behind our products in the retail trade and advertise heavily on TV and radio.”

M a j o r A w a rd s Certainly, the company’s recognition at awards level is testament to its standing in the market. Flahavan's

was commended for its Organic Porridge “When you win awards, it is also Oats at Ireland’s 2006 Annual important to recognise the contribution Environmental of all our staff who have worked hard Awards. In 2007, the company received a to help win them. It also gives our Euro-Toques award for commitment to food retail partners a degree of quality and production, as well as winning Bord confidence that they are dealing Bia’s Life on the Go award with a company who is at the for their Quick Oats range. “These awards are a woncutting edge of development.” derful recognition of the hard work that goes into consistently producing a great quality food product every day for conSainsburys – four of the larger multiple retailers. Our task is now to expand our base in the UK market and we may shift our focus to the USA. We are constantly trying to stay ahead of the curve.” John Flahavan concludes: “We have a good market share within Ireland – we want to maintain that and look at other areas where we can introduce more oat-based products.” For a food category that once looked like a thing of the past, porridge and other oat-based products are marching conveniently, and healthily, into the future.

Flahavan’s pack shots have evolved down through the years. 30

sumers,” says John Flahavan, Chairman and Managing Director. “When you win awards, it is also important to recognise the contribution of all our staff who have worked hard to help win them. It also gives our retail partners a degree of confidence that they are dealing with a company who is at the cutting edge of development.” In 2005, Flahavan's won the prestigious Irish Exporters Association Irish Food and Drink Export Award. While the company sources all its ingredients locally, it also exports to Great Britain and Northern Ireland. “We went into NI in 1995 and since then our products have sold well,” says Noonan. “The UK market was attractive in terms of its size but daunting in terms of logistics. I’m pleased to say that things have gone very well for us – our brands are now stocked in Tesco, Asda, Waitrose and

A-Range Your Store RETAIL NEWS has teamed up with Walkers to bring an informative new feature to the magazine, A-Range Your Store. James O’Rourke is Walkers Category Manager and is an expert on managing the categories in your store. Walkers have access to valuable information in this area that will really help to get retailers thinking about store layout and how to manage the range of products they stock to deliver profits and give the customer what they want. The articles will be full of easy to read top tips in this area and we will also be doing a case study with one store to show how - if you put all the great advice into practice - the benefits will follow. In our first feature, James outlines the importance of Category Management and gets to grips with the basics to get you started! The first step on the road to excellence in category management is to recognise the need to do it! The trading environment is getting tougher and more complex; convenience retailers are under pressure not only from other stores but also from larger retailers and those in other industries who try to “pick off” the convenience shopper at every opportunity. SO, how to build loyalty and protect profit margins in this changing market?

STEP ONE: * Have the right product, at the right price, in the right place to satisfy your cutomers To get this right you must KNOW YOUR SHOPPER, find out what they want and give it the space and range it merits. If you are trying to attract new shoppers then everything in your store should be of appeal to that target shopper. Even if you have limited space, you can use it to your advantage.

JAMES O’ROURKE James has been appointed to a new position of Category Manager for ROI. James has been with the company for the past 4 years and has worked in a variety of roles from Territory Manager to Grocery & Wholesale Account Manager.

STEP TWO: * Manage the available floorspace and fixtures If we take the Crisps and Snacks category as an example. This category accounts for 10% of an Impulse store’s grocery turnover and can be shopped by every customer that enters your store. Incremental “add on” categories like crisps and snacks can turn a €5 shopper into a €7.50 till ring so managing this category well will add substantially to your store’s income. However, this category is also one of the most difficult to manage well. There are at currently 126 standard crisps SKUs on sale in the Impulse channel!.. Yet.. 80% sales come from the top 14! Likewise in snacks there are 179 standard SKUs and 80% of sales come from the top 25. So in theory you could maximize crisps & snacks sales by stocking only the Top 11% of Crisp Standards and Top 14% of Snacks Standard Bags. Given the available floorspace in an Impulse store it is imperative to manage the space in order to maximize opportunities from each sq. ft. By doing this you can help ensure that your target shopper finds “the right product at the right price” in your store.

STEP THREE: * Know the facts about the category

Managing your space Put yourself in your shopper’s shoes. What do they first want when they come into your store? A daily newspaper? Breakfast? A lunchtime sandwich? By really understanding what categories they shop from most you will work out how to maximize the categories in your store and how you can create effective adjacencies in your store to maximize profits, i.e. Having a Crisp Stand beside your Deli/Hot Counter.

If retailers have access to this information they can make informed decisions that will maximise sales. In theory you could maximise sales from your EXISTING space by only stocking the top sellers, and reduce the space afforded to slower selling lines, whilst keeping your shopper in mind and any local preferences they might have. Simple changes like this can make a real difference. So, why don’t you take the first three steps and see what happens!

RN March08Fresh Dairy Products ●

Pot Luck The dynamism of the fresh dairy market shows no signs of abating.

The

fresh dairy market has three major product types - yogurts, fromage frais and chilled desserts, and is estimated to be worth more than €260m per year. The category continues to grow, primarily driven by added value products with functional properties and ultra-premium offerings. The last decade has seen massive change in this sector, with more and more Irish consumers seeking out additional health benefits from dairy products. Growth has primarily been led by demand for natural health and indulgence yogurts. Probiotic yogurt drinks, diet products and indulgence yogurts will continue to boost the overall value of the yogurt market in the future.

Danone Danone, the world’s number one fresh dairy brand, is driving the dairy revolution in Ireland with record sales for Danone Actimel, Danone Activia, Danone Vitalinea, Danone Danacol and Danone Danoneino. Since Danone’s launch in 1997 the Irish fresh dairy market has grown by a staggering 226% (Source: ACNielsen Scanning Data, Jan 08). Consumers now view yogurt in a whole new light, with Danone claiming to be the number one manufacturer in fresh dairy. Nowhere is this dairy revolution more apparent than in the market fig32

Danone Danacol: proven to help reduce cholesterol.

added extras – the unique probiotic ures. Danone Actimel is the number cultures in Danone Actimel and one fresh dairy brand in the market. Danone Activia make them an autoDanone Activia is the top contributor matic choice for consumers who want to value growth in FDP, making it the to take care of specific aspects of their clear choice for healthy profits. health. Danone alco claims leaderhip in the Many people in Ireland have high diet sector with Danone Vitalinea. cholesterol, which is one of the key Danone continues to educate conrisk factors for heart disease. To sumers about the specific health beneaddress this, Danone Danacol is delifits of each of the product ranges. Add cious low fat dairy drink with added to this an intensive sampling camplant sterols which are proven to paign, and it’s easy to see why the reduce cholesterol, and claims the yogurt category continues to grow. number two position in the cholesterol At the very heart of Groupe reduction market. Danone’s business is its research cenDanone Vitalinea is the first tre, The Daniel Carasso Centre in choice for smart dieters with its Paris, which pioneers research in proappealing 0 + formula (0% Fat & 0% biotics and nutrition. Danone funds independent, non-profit, scientific research units – through the “Danone Institutes” and the company continuously engages in dialogue with independent scientists and promotes shared knowledge with the scientific community, health professionals and the public. Danone is scoring full marks with consumers for Danne Actimel: the top performer in Fresh Dairy quality, taste and flavours. Products. Equally important are those

No. 1 Brand in Fresh Dairy Market Nielsen: Multiples, 52 w/e 30/12/07

Market Share

36% Nielsen: Volume Share, Natural Health, 52 w/e 30/12/07

42% of Irish households drink Actimel TNS: 52 w/e 30/12/07

Thanks for your support during 2007. Here’s to a great

2008!

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RN March08Fresh Dairy Products ●

ence and to make it easier for consumers to choose their favourite flavour. The new design also highlights the health credentials of the range, with increased emphasis on the calcium and protein content. To support the relaunch of the Yoplait Fruit Yogurt range, Glanbia has invested in a heavyweight marketing campaign, starting early March Danone Activia: an automatic choice for Irish consumers. 2008 with national advertising across television and outdoor. Added Sugar and a source of Calcium, vitamin D and magnesium). In June 2007, Danone launched another first in the market, Danone Essensis - the first-ever mainstream dairy product to nourish one’s skin from within. 2008 will see Danone continue to drive growth through strong support of their brands.

This ambitious above-the-line campaign will run concurrently with various in-store promotions. Free from artificial colors or preservatives, and available in a range of nine flavours, Yoplait Fruit Yogurts are made with real fruit or nut pieces and fresh Irish milk. The range also features family 500g pots), an ideal accompaniment for fruit or cereals. Available in a variety of 100% natural fruit flavours, Petits Filous fromage frais from Yoplait has been a family favourite in Ireland for over 20 years. Every little pot of Petits Filous contains 100% natural ingredients. Made with real fruit puree and Irish milk, Petits Filous also offers a nutritionally-balanced source of protein and minerals, such as calcium, essen-

Glanbia Produced in Ireland and synonymous with high-quality, the Yoplait brand has been Ireland's family favourite for over 30 years, leading the fruit yogurt sector with 70% market share. This month, Yoplait Fruit Yogurt will hit the shelves with a brand new look. The packaging has been simplified to improve Yoplait’s shelf pres-

Petits Filous fromage frais from Yoplait has been a family favourite in Ireland for over 20 years.

Yoplait Back on TV YOPLAIT Yogurt is back on Irish TV with a heavyweight marketing programme to support the re-launch of its fruit range. The brand has invested over €1m into an integrated marketing programme, which started earlier this month. The new TV creative, ‘The Yoplait Tree’, will focus on the health benefits of Yoplait Fruit Yogurt, including the recent additions to the range, Mixed Seeds and Superfruits, reinforcing the family positioning and appeal of the brand on page 2. The campaign will run across TV, outdoor and press, with support from in-store promotions, in-store POS and PR. The creative brings to life the nutritional properties of the Yoplait brand by highlighting the beneficial role the calcium and protein content can bring to the modern growing family. The focus is on everyday goodness for all the family, from young children to parents and grandparents. The tagline ‘Generations The new TV creative, ‘The Yoplait Tree’, brings to life Grow On It’ brings the brand’s unmatched heritage in the sector the nutritional properties of the Yoplait brand by right up-to-date and is designed to relevantly signpost the brand highlighting the beneficial role the calcium and protein content can bring to the modern growing family. both in and out of store to families. 34

Yoplait Yogurt. Generations grow on it - so do your profits.

Yoplait has been a favourite for generations of Irish consumers and is Ireland’s top-selling fruit yogurt. To support sales even further, Yoplait is getting major support this year:

• •

contemporary new packaging

major new TV commercial on air from March, also featuring Mixed Seeds and Superfruits

•

nationwide outdoor campaign, in-store POS and promotional support If you want guaranteed profits, make sure you stock Yoplait Ireland’s best-selling family yogurt.

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RN March08Fresh Dairy Products ●

Yoplait Fruit Yogurt hits the shelves with a brand new look, improving shelf presence and making it easier for consumers to choose their favourite flavour.

tial for young children’s growth. Petits Filous as a healthy snack or as part of a meal can provide one of the three portions of dairy required in a child’s diet. Easy to consume with no solid pieces, Petits Filous is also ideal for growing babies and a perfect solution for weaning mothers, as well as being an ideal addition to any children’s meal or lunchboxes!

Low Low Yogurts Low Low is Ireland’s fastest growing dairy brand, offering consumers a unique proposition of healthy dairy that tastes great. It’s a brand that offers real solutions in terms of key consumer issues around health, taste and convenience. Originally just a butter spreads brand, Low Low suc-

and diet. As well as spreads and milk, the Flora Pro.activ range includes Flora Pro.activ Mini Drinks and Flora Pro.activ Low Fat Yogurts, which come in a variety of delicious flavours. Flora Pro.activ currently claims a 32% share of the total cholesterol lowering market worth €30m (AC Nielsen Scantrack). This market includes spreads, yogurts and yogurt drinks. For yogurts and yogurt drinks specifically, Flora Pro.activ claims 23% of the market and continues to drive volume through deep promotion and successful extra fill consumer offers. Flora Pro.activ is now the number two brand in cholesterol lowering yogurts.

cessfully leveraged its proposition into cheese and is now the number two cheese brand in Ireland. Low Low recently launched a range of yogurts to offer consumers a tastier healthy choice within the category. Low Low’s new range of probiotic yogurts have a creamy, thick and fruity taste with only 1% fat. The new range is available in multipacks of four (4x125g) in three flavours: Strawberry, Raspberry and Peach (RSP: €2.45). The new range contains probiotic bacteria, which is essential for strengthening our defences Flora Pro.activ Low Fat Yogurts come in and maintaining a healthy a variety of delicious flavours. and balanced digestive sysPadraig Harrington will continue tem. This means that not only as brand ambassador for Flora are Low Low yogurts great Pro.activ in 2008 in extensive advertasting and low in fat, they tising and PR support for the brand. actually contain real 2008 will also see the intensification health benefits. Low of an information campaign for Low Yogurts are being healthcare professionals dealing with supported with outpatients at risk from high cholesterol. door and national press campaigns.

Sno Fruit Flora Pro.activ

Low Low recently launched a range of yogurts to offer consumers a tastier healthy choice within the category. 36

No food lowers cholesterol more than Flora Pro.activ, which can lower bad cholesterol by 1015% in just three weeks, when used together with a healthy lifestyle

Sno Fruit is one of the original Irish yogurt brands and was first launched on the Irish market in 1971. Today, it continues to deliver satisfaction and is a much loved and trusted brand, synonymous with quality and taste. The Sno Fruit portfolio meets the needs of all, and continues to be a firm favourite with Irish consumers. Sno Fruit have just launched Sno Fruit Layers, a new range of exciting and tasty yogurts that can

Keen, green, sales drivin’ machine.

And the largest contributor to growth of the yogurts category* Activia is now the number two brand*, contributing 36% * to the entire growth of the Fresh Dairy Products market in the past year. To build on our success we’re investing heavily in 2008, with €4m marketing spend and the new Activia “New You Plan”.

Go on... reap the benefits. *Source: ACNielsen scantrack 30/12/07

www.danoneactivia.com

D0240AO0636 Activia Trade A4.indd 1

28/02/2008 14:03:03

RN March08Fresh Dairy Products ●

Yeo Valley Organic fat free and wholemilk yogurts now contain 60% more fruit as part of their on-going commitment to taste, while their new look, with the theme ‘A breath of fresh air from the country’, has been redesigned to unite the products under one brand livery, communicating the unique taste of the products and reflecting the brand’s strong product values. New for 2008 is Yeo’s multi-pack, a selection of strawberry, raspberry and apricot fruit flavoured tube yogurts, set to be the ideal healthy eating format for children’s lunchboxes. New Sno Fruit Layers contain mild, creamy natural yogurt with a succulent layer of fruit underneath.

be enjoyed at any time of the day. Sno Fruit Layers contain mild, creamy natural yogurt with a succulent layer of fruit underneath. The range includes Strawberry, Forest Fruits, Apple and Cinnamon, and Orange and Pomegranate. They are low in fat and a great source of calcium. Also launched are Sno Fruit Sensations, an exciting mix of natural creamy yogurt with a separate serving of Superfruits. Look out for the new range, which includes Blueberry & Blackberry, and Raspberry & Cranberry.

Yeo Valley Yeo Valley Organic, from Boyne Valley Group, has relaunched its entire range, incorporating a new brand design, new products and improved recipes. The aim of the re-launch is to ensure the brand retains its appeal to consumers and its position in the organic market.

Yeo Valley Organic, from Boyne Valley Group, has relaunched its entire range, incorporating a new brand design, new products and improved recipes.

Ambrosia AMBROSIA has grown from strength-to-strength over the last few years, driving growth in the ambient desserts category with its innovative and convenient single-serve dessert products. The brand’s range of rice pudding and custard pot desserts are the perfect snack for kids’ lunchboxes and an old favourite with adults too. The brand provides wholesome, delicious treats which are low in fat, contain no artificial colours or preservatives and are a good source of calcium, providing between 16-26% of our RDA for calcium. A great lunchbox snack and calcium top-up, Ambrosia products can be eaten hot or cold and are available in several different varieties, from great original rice pudding and custard to vanilla, strawberry and banana flavoured custard. Also featuring in the range are the great family value custard and rice pudding four-pack pots and the Layer Twinpot range – Rhubarb and Custard, Peaches and Custard, Rice Pudding with Strawberry compote and Rice Pudding with Raspberry & Blackberry compote. Look out in store over the coming months for some great new flavour additions! Premier Foods will be supporting the brand this year with a heavyweight marketing campaign, Ambrosia’s innovative and convenient single-serve dessert products, includes the Layer Twinpot range. including outdoor, radio, press and sampling activity, as well as great value offers in-store. 38

GROW YOUR YOGURT SALES BY 25% IN 2008 Stock the increased range of market & segment leading products that are now available from Carroll Cuisineâ&#x20AC;Ś. Danone ACTIMEL no.1 in Defence with 17% yogurt category share.* Danone ACTIVIA no.1 in Digestion with 9% yogurt category share.* Danone VITALINEA no.1 in Low Fat with 3% yogurt category share.* Also Danone DANACOL & Danone DANONINO

YOUR CUSTOMERS BUY BY BENEFIT SO SHOULD YOU..

CARROLL CUISINE AREA SALES MANAGERS Area Sales Manager

Mobile Number

Area

David Scott

086 041 4608

Sam Tuohy

086 811 2726

Sean Daly Vincent Shelly

086 809 8171 086 606 7761

Donegal, Mayo, Sligo, Leitrim, Cavan, Monaghan, Louth Galway, Clare, Roscommon, Longford, Westmeath, Offaly, North Tipperary, Kilkenny, Carlow & Laois Cork, Kerry, Limerick, Waterford & Wexford Dublin, Wicklow, Meath & Kildare

Carroll Cuisine, Sragh Road, Tullamore, Co. Offaly. Direct Sales Phone: 1850 200 754 Direct Sales Fax: 057 935 2098 * AC Nielson MAT Jan 2008

RN March08Ireland’s Largest Forecourt ●

First Port of Call Topaz’s new service station at Dublin Port, the largest of its kind in Ireland, sets a new standard for truckstop and forecourt facilities, Topaz Retail Director Frank Gleeson tells Retail News.

Irish

service stations are often carbon copies of one another: homogenised buildings with a standardised array of services and petrol pump facilities. But Topaz’s landmark station, located at the gateway to the Dublin Port Tunnel, has to be seen to be believed. Spread across 4.5 acres, this development is more like a facility off an interstate in Texas than anything found on Irish soil. Constructed in two halves – one a truckstop, the other a modern forecourt, both serviced by a main building in the middle – it is designed to catch every kind of customer. Site facilities include washrooms, restrooms, and fuel: 22 pumps across six islands, serving fuel at high speed (130 litres per minute) on both sides. There are parking spaces for up to 48 trucks, alongside truck and car wash facilities, and a retail offering in the form of an impressive forecourt shop, with a ‘Grab and Go’ hot deli. Travellers can also avail of a restaurant, catering for breakfast, lunch and dinner. The Trucker’s Lounge, which features a games room and shower facilities, is still waiting for Sky TV and internet access, but the venture is 95% up and running. Since opening earlier this year, it is proving a huge success. Positive feedback from customers is proof of the pudding, says Frank Gleeson, Retail Director of Topaz Energy Limited. “I recently spent a day at the station, ensuring that our touch screen [food] ordering was getting people in and out fast

Pictured outside Topaz’s landmark service station at the gateway to the Dublin Port Tunnel are (l-r): Frank Gleeson, Topaz Retail Director, and Danny Murray, Topaz Chief Executive.

enough,” he notes. “I spent the afternoon talking to the truckers in the restaurant and we plan to hold structured interviews with them over the next few weeks. We’re con-

RN March08Ireland’s Largest Forecourt ●

stantly asking questions of ourselves. Are we operationally efficient? Is the offer strong enough?”

Pre-planning & Research Topaz’s flagship forecourt is an exercise in pre-planning and research, and it is indicative of a changing service station offering in Ireland. The concept was initiated around two years ago, when Dublin Port tendered their site to the open market, inviting oil companies and retailers to put forward bids. “It was a competitive process,” says Gleeson, “but Dublin Port Company liked the fact that we had a proven track record in operating service stations. We believe that we can extract the maximum value for them and for us.”

Innovative Truck Stop Facilities In July 2007, Topaz Energy signed a €7m deal with the Port Company, under which the fuel providers would operate the site. But Topaz were always keen to create something significant, looking overseas for inspiration. In trying to reach the highest standards of forecourt business, Gleeson travelled to Denmark to look at large truck stops at border sites. “I found that they were quite old and traditional - they weren’t exactly what I was looking for in terms of innovation,” he recounts. “I decided to go to North America: firstly Toronto, a gateway from the US to Canada, where there are many innovative truck stop facilities. I then looked around the Boston and New York areas. As a result of that trip, I returned to Dublin realising that we needed to fit as much as we could into the site. It gave us the inspiration to strive for a full offer, a convenience store with food, a self service restaurant etc.: everything you would expect from a one stop shop.” From Gleeson’s perspective, truckers deserve the best that modern facilities can offer - they do not drive sub-standard trucks, so they will hardly accept substandard facilities. Topaz has a large fuel card business, so Gleeson was able to consult haulage companies as to their needs - he also visited Holland to research car and truck washing facilities.

Target Market The site itself was one of the key factors in the decision to create the largest forecourt in Ireland. In excess of one million people pass through Dublin Port each year: a concoction of both the haulage industry and the general public. “We have three main targets,” elaborates Gleeson, “the trucker business, the commuter business, and people working in the greater vicinity of Dublin Port. The latter group were not particularly well catered for – there is no convenience store and the canteen facilities in most of the units are

at best average. Their immediate needs are food-to-go, but they also want to be able to sit down and eat.” Topaz believe that, over time, a broader customer base will avail of the site’s facilities. During summer, for example, a significant amount of tourism business, such as families in cars, passes through the Port. Dublin Port Company have invested €185m in port facilities over the past 10 years in order to keep pace with an increasing volume of customers. For the Port management, the service station “is more than just an investment,” says Gleeson. “They have taken a very active role in the design: we have numerous meetings on an ongoing basis with them to listen to their requirements. We also wanted them to challenge our thinking.” In order to ensure smooth running of both the forecourt and truckstop facility, Topaz called upon some of their top employees. Alan Landy, who has worked alongside Frank Gleeson for 10 years, managed the project from an operational perspective and “understands every aspect of the business”. The site’s management recruited staff from surrounding Topaz outlets, so they could hit the ground running, rather than having to train everyone from scratch. Gleeson, meanwhile, has a background working in the restaurant business, as well as the fuel and convenience sector. “We have a lot of inside knowledge: trained chefs and the like,” he says. “We also work closely with our suppliers. Cuisine de France have significant expertise in this area they have in-house experts who helped us develop a full offering.”

Forecourt Revolution With the widespread closure of service stations, Ireland is bracing itself for a forecourt revolution. As the road network comes to fruition, there is more of a demand for larger stops, providing a bigger range of facilities – catering for all types of travellers, truckers, commuters, and locals. Topaz’s Dublin Port venture, then, is more than just a flagship property for the brand: it is the beginning of something big. The site is a blueprint for future Irish service stations. But Frank Gleeson believes that for all its promising attributes, the Dublin Port site can be improved upon. “I still don’t think we’ve got it exactly right,” he says. “Every time we build a new station, the bar should go up, either by ourselves or one of our competitors. This challenges the rest of us to get our act together. You need to create a new standard, offering top class facilities and service. There should be no shame in constantly trying to better yourself.” 41

RN March08On The Vine ●

Australia’s For Jean Smullen reports on Wine marketing their

Plus

Jacob’s Creek, from Irish Distillers/Pernod Ricard, the best selling wine brand in Ireland.

Rosemount, from Gilbeys Wines: this iconic Australian winery recently unveiled an exciting new look.

ca change, plus c’est la meme chose! Early in the 20th century, the wine industry in Europe had been decimated by the louse Phylloxera which all but destroyed many key wine regions. Malpractice was rife, with desperate producers sourcing fruit from where they could in order to produce something to sell. By the 1920s, the European wine industry was on very rocky ground as the industry re-plated grafted vines and started to recover from the agricultural problems they had been faced with. In order to restore consumer confidence, the French Government developed an initiative to guarantee the quality of the wine in the bottle: the system of Appellation d'Origine Controllee was introduced in 1935 to try to bring control to the French wine industry and to prevent the misrepresentation of a product’s origin. These wine laws were copied all over Europe and became the benchmark for guaranteeing quality wine in each of the European countries. This means that consumer confidence was restored and the quality of the wine in the bottle was assured. It was a clever marketing strategy put in place before the terminology was invented and the world became a global market. Fast forward to the early 21st Century in the Southern Hemisphere, where wines grown in countries like Chile, South Africa, New Zealand and Australia are achieving huge sales. These ‘New World’ wines are walking off the shelves, the preferred choice of wine drinkers all over the world. Ireland is no different, 74% of all

wines sold here annually come from the New World. These countries are realising the need to put marketing initiatives in place, not dissimilar to the French "Appellation" system, as a way of creating distinction and defining their wine styles.

From Zero to Hero These new systems are not as onerous as the European model but what they are designed to do is to make the wines, wine styles, and regions they come from more recognisable to the consumer. The modern New World wine industry has only begun to emerge in the last 30 years and since then, all these countries have gone from zero to hero in a relatively short period of time.

Australia: Ireland’s Number One Australia is currently in the number one position on the Irish market, accounting for 27% of all wines sold here. Exports to Ireland grew by 29% to 16m litres. Bottled wines comprise over 96% of the total volume shipped to Ireland from Australia. In the last decade, Australia

Brown Brothers from Barry Fitzwilliam Maxxium, a star performer in Ireland.

RN March08On The Vine â&#x2014;?

Strategy Success Australiaâ&#x20AC;&#x2122;s unique strategy for produce in Ireland. was like a runaway train. Throughout the 1990s, they drove growth sales in this market through discounts and promotional driven activities, which built a tremendous reputation with the Irish consumer, but meant that prices plummeted for their wines, particularly in the multiple sector. For the last number of years, Australia has been producing huge volumes of wine, which they are able to sell at very competitive prices, and this has very much helped to fuel the growth of wine consumption in this country.

means that the price-driven, entry level wines which retailers have come to rely on will no longer be available. Australia won't disappear, however: it will just re-brand itself.

Unique Market Strategy

Wine Australia has created a unique market strategy, which is in itself a loose kind of appellation system. Their brand strategy is simple. To remain relevant and appealing to the customer, the wine category has to evolve. This means maintaining brand values and attributes, while at the same time introducing new eleLowering Wine Volumes ments and features. Enter global warming! There can't be Wine Australia is piomany people who have not noticed neering this strategy in the impact of the change in climate Ireland. Ireland is the on our lives. Down in the Southern first market where they Hemisphere, in the driest contiare working closely with nent on earth, they have had a terthe trade to bring their rible drought and this has really new strategy to life. The impacted on the volumes of wine Wine Australia initiative coming out of Australia. Australia aims to highlight better now faces a unique set of environquality at every price mental challenges which they are point. In order to do this, tackling head-on with pro-active, they have developed a industry-led initiatives. simple but effective way The reality is that Australia is to highlight their wines. no longer in a position to compete They have broken the on volume and as a country, they wines into four categories, now have to work on their relationBrand Champions, ship with the trade and to define Generation Next, themselves more clearly to the The Wolf Blass Regional Heroes and consumer. range, Landmark Australia. Australia's wine export volume distributed by They hope that the trade has declined for the first time in Edward Dillon here will take these initia12 years. Because of the drought, & Co. Ltd, proves massively tives on board and work the small 2007 crop and a predictpopular with with them to sell the ed small 2008 crop, combined with Irish consumers. wines in their outlets by a stronger Australian dollar,

Lindemans, one of the real star brands in the Edward Dillon & Co. Ltd portfolio.

Hardyâ&#x20AC;&#x2122;s Stamp of Australia offers one of Australia's most popular, easy-to-drink wine ranges, from Allied Drinks.

RN March08On The Vine â&#x2014;?

from Australia are the most popular shipped to Ireland and these regions produce very good quality examples of these grapes. This sector targets the wine enthusiast and the more adventurous consumer, who regularly buys wine and is prepared to trade up.

utilising the categories, which define the wine styles. So what does it mean?

Brand Champions Brand Champions are the engine room of the initiative. These are the well known, well loved wine brands, which are sold in volume here on the Irish market. Jacob's Creek, Wyndham Estate, Rosemount, Hardy's, McGuigan, McWilliams, Oxford Landing, Yalumba, Eagle Hawk, Wolf Blass, Lindemans, Penfolds, Cape Mentelle, Brown Brothers, Chapel Hill, Orlando, Wakefield, d'Arenberg,Yellow Tail and Long Flat. These are all names you trust, which are stocked in retail outlets all over Ireland. Most of the wines are made from French grape varieties, which the consumer knows and recognises. The Brand Champion wines are mostly at entry level and they sell in big volumes. Australia recognises the importance of these brands and hopes to encourage retailers to highlight these wines on their shelves using this term.

Landmark Wines

McGuigan Wines, from Barry Fitzwilliam Maxxium, continue to outperform the market.

These are the trademark wines, mostly from limited production: they are the wines made from the best block of fruit which have had extended maturation. Landmark Australia reflects the Australian fine wine sector; these are the wines the customer aspires to. In order to create greater awareness for these wines and the marketing initiatives, Wine Australia will be working with retailers to highlight the category promotion. The initiatives will include tastings, in-store programmes, and consumer campaigns. The purpose is to develop consumer awareness of the Australian wine sectors. Wine Australia will be offering staff training in off trade outlets in a promotion, which commenced in February 2008.

Master Classes

Generation Next This is all about the effort to move the customer upwards, rather than sideways. This is about newer wine styles, different grape varieties, wines which are outside the norm and which appeal to the wine enthusiast or people who want to buy wines for a social occasion to impress their peers. Innovation and experimentation are the themes for these wines and Wine Australia is encouraging the producers to experiment with new wine styles and to innovate to produce wines to fit this category.

The Yalumba brand, one of Cassidy Winesâ&#x20AC;&#x2122; star performers.

There will also be a series of seminars and master classes, which include staff training and consumer one-day courses. Retailer workshops will also be included as part of the initiative to further develop this new strategy. The Wine Australia programme is ambitious but one which has found its place in time. The purpose is to influence the consumer and keep them involved with Australia. The Wine Australia message is simply this, an assurance of consistently better quality at every price point. Not so far after all from the French model of 1935.

Regional Heroes Regional Heroes make up the essential core of the industry's promotion. These are wineries and /or producer who have blazed a trail for their regionâ&#x20AC;&#x2122;s profile with a varietal choice or style, which is dictated by a sense of place. Regions such as Barossa, Clare Valley, Limestone Coast and

Oxford Landing from Cassidy Wines, showing strong growth throughout the country.

Pathaway, which have been the most popular on the Irish market in 2007, are examples of this. Chardonnay and Shiraz blends

If you would like to learn more about the initiatives, contact John McDonnell who runs Wine Australia in Ireland. Tel: (065) 707 7264. Email: ireland@wineaustralia.com. Web: www.wineaustralia.com.

RN March08Milk & Cream ●

White Gold Added value products are driving growth in milk and cream.

Valued

at more than €500m per annum, onlookers might expect Ireland’s liquid milk and cream market to be static but the development of value added products, including milks that are fortified with minerals and vitamins, is driving growth. Ireland remains one of the leading EU nations in terms of milk consumption, with more than half a billion litres of milk consumed each year. Indeed, the milk category is one of the busiest in stores, with 70% of all shoppers purchasing from the milk cabinet during a shopping trip.

Avonmore Milk At number three in Ireland’s Top 100 brands index and the number one brand within the category overall, Avonmore Fresh Milk, from Glanbia Consumer Foods, is Ireland’s favourite milk and estimated to hold pride of place in two-thirds of Irish family fridges The success of fresh milk is mirrored by strong growth across all of Avonmore Milk’s products, particularly Super Milk – brand leader in the fortified milk sector. To drive further growth in the value-added milk sector, Avonmore Super Milk recently launched a new familysized carton - the first nationally available 2 litre milk pack in a paper carton format. Super-sized for the ultimate in family convenience, the paper carton has been specially designed to protect the nutrients and taste integrity of the

Avonmore Super Milk recently launched a new family-sized carton - the first nationally available 2 litre milk pack in a paper carton format.

product. The launch is in direct response to continued growth in the fortified milk sector, of which Glanbia holds a 90% market share, as well as a consumer shift towards 2 litre packs. To support the launch of the 2 litre carton and further drive growth within the fortified milk category, Avonmore has invested in a heavyweight Super Milk marketing campaign, with national advertising across television, radio, press and outdoor.

The Avonmore Fresh Cream brand, positioned at number one in the category, is still the dominant offering, accounting for over 56% of usage among consumers, according to Glanbia. This is a reflection of the countless meals and occasions for which this versatile product is an essential ingredient, for both sweet and savoury recipes, transforming the ordinary into the extraordinary. Traditionally used as a condiment to desserts such as strawberries, scones, cheesecake and pies, the wide range of uses for cream is becoming more dominant in everyday cooking too. Used in soups; sauces; Mexican dishes; stir-fry, casseroles and with potatoes, the variety of cream offerings is rapidly growing and becoming a staple product in consumers’ kitchens. For the ultimate in family convenience, Avonmore Freshly Whipped Cream has taken the hassle out of whipping. Consumers simply have to spoon out the ingredient and enjoy. Available nationwide, Avonmore Freshly Whipped Cream offers the great fresh taste shoppers expect from Avonmore in convenient formats and pack sizes suitable for today’s busy

Avonmore Freshly Whipped Cream Produced by Glanbia Consumer Foods and known as Ireland’s ‘cream of creams’, Avonmore boasts the widest range of offerings in the cream category. Avonmore’s range consists of Fresh Cream, Double Cream, Sour Cream, Light Cream, convenient Freshly Whipped Cream and the new Freshly Whipped Vanilla Cream, The Avonmore Fresh Cream brand, each providing versatile ingredients positioned at number one in the category, is for the modern lifestyle. still the dominant offering in the Irish market. 45

RN March08Milk & Cream â&#x2014;?

Creamâ&#x20AC;&#x2122;s contemporary look reinforces the premium positioning of the brand, while on-pack serving suggestions provide a helpful guidance for busy consumers. Transforming everyday sweet or savoury meal occasions from the ordinary into the extraordinary, the range of choice across the Avonmore Cream portfolio, combined with its reputation for quality, freshness and taste, makes it uniquely positioned to deliver in an increasingly competitive market.

Folic Acid and being high in calcium. Slim + Milk is 99.7% fat free, and has added fat soluble vitamins A & D, as well as being high in calcium and enriched with milk proteins.

Connacht Gold

Available nationwide, Avonmore Freshly Whipped Cream offers the great fresh taste shoppers expect from Avonmore in convenient formats and pack sizes, including the new 585ml pot.

lifestyles. In line with market trends, this convenient re-closable tub, a proven hit with its consumers, now comes in two sizes - 350ml and the larger 585ml pot. Avonmore Freshly Whipped

Connacht Gold Super + and Slim + milk were devised to appeal to young adults who are interested in health and wellbeing. The product branding and imagery appeal directly to their target market of young adults and communicates clearly the key product attributes. Connacht Gold Super + and Slim + milk are reduced fat milk products but have added fat soluble vitamins of full fat milk. Super + Milk is a low fat milk (1.5% fat), with added fat soluble vitamins A, B2, D & E, as well as having added

Connacht Gold Super + and Slim + milk were devised to appeal to young adults who are interested in health and wellbeing.

Promoting Irish Excellence

Guaranteed Irish Limited, 1 Fitzwilliam Place, Dublin 2, Ireland. Tel: (01) 661 2607 Fax: (01) 661 2633 E-mail: info@guaranteedirish.ie Web Site: www.guaranteedirish.ie

RN March08Stocking Irish ●

Irish Brands Stand Out In-Store Filling your shelves with home-produced brands is about far more than merely supporting local suppliers. It makes sound business sense.

Stocking

Irish-produced products on your shelves is not just about ‘doing your bit’ for Irish manufacturers, or indeed for indigenous jobs. It’s also a good marketing tool. “Consumers like seeing Irish goods on Irish shelves,” explains Torlach Denihan, Director of Retail Ireland. “Irish goods are a big part of the range our members stock. It makes perfect sense to stock goods from the country where you live and work, and more importantly, where your customers live and work.” That said, it’s not just a matter of paying lip-service to local tastes either. The quality of Irish goods, particularly in the food spectrum, is second to none. “The proof of that is not in somebody like me saying it,” notes Denihan, “but it’s a reality. All you need to do is look at how many companies in the Irish supplier base have

managed to successfully export their products to some of the biggest retailers all around Europe. The extent to which non-Irish operations are buying from Irish suppliers is quite striking.” Denihan’s words are borne out by a recent report which found that Tesco Group is worth €2.5 billion a year to the Irish economy. The report, by Indecon International Economic Consultants, further found that Tesco stores outside of Ireland are the second biggest buyers in the world of Irish food and drink. In 2006, Tesco Ireland facilitated €654.8m worth of exports per annum of Irish-origin food and other products into the Tesco Group internationally, an increase of 86.4% in five years. “The growth in Tesco's sales of Irish goods both at home and internationally shows what can be achieved

when retailers work in partnership with local producers,” noted the Taoiseach, Bertie Ahern TD, of the findings. “I very much hope that this progress can be maintained, and indeed intensified, in the future.” According to Tony Keohane, Chief Executive, Tesco Ireland: “It has been a two way process, with Tesco presenting the openings both in the local and export markets, and Irish food companies exploiting those opportunities to good effect. We expect this process to continue with further growth in Irish product sales and exports.” For a massive multiple like Tesco to stock so much Irish produce on its shelves isn’t down merely to supporting local manufacturers: it’s because it makes sound business sense. Irish food products are amongst the finest in the world. 47

RN March08Stocking Irish ●

and packing products in Ireland for 40 years. The company recently moved to a new purpose-built factory in Damastown, Dublin 15, where the full range of sugars, dried fruits, rices and traditional desserts are all packed in the most up to date packaging forKerrygold mats. In most of the product areas in which Gem operates, they are the only remaining company packing in Ireland. Gem Pack Foods are proud and active members of Guaranteed Irish, promoting Irish excellence and jobs, as well as helping Irish consumers who prefer to buy Irish. Unquestionably a household name in Ireland, the

“Irish retailers have a very positive reaction to Irish-produced goods,” Torlach Denihan concludes. “When you look at the quality of the goods on offer, that’s as it should be.”

Kerrygold brand is owned by the Irish Dairy Board.

Guaranteed Irish THE latest Guaranteed Irish campaign is winning support from consumers who want to trace products back to indigenous producers. Consumers like the idea of knowing that the products they purchase are Irish. Not only is it better for the environment as it hasn’t travelled hundreds of miles to get here, but consumers are also supporting Irish jobs. An increasing number of people are now going out of their way in order to buy food which is labelled as being ‘made in Ireland’. In fact, the symbol is among Ireland’s best known and most widely recognised brands, with 79% of those surveyed by Behaviour & Attitudes recognising it without prompting, and a staggering 90% recognising it following a prompt. The Guaranteed Irish symbol is now much more than just a label of national origin, it is a very powerful sales and marketing tool, Consumers are showing a decided preference for buying Irish and companies who display the Guaranteed Irish symbol on their products are reaping the benefits.

Despite a multiplicity of butter blends and substitutes in the yellow fats sector, one brand stands out: Kerrygold…..pure Irish butter. Unquestionably a household name in Ireland, the Kerrygold brand is owned by the Irish Dairy Board, a commercial dairy cooperative and major exporter of Irish dairy products. With loyal consumers in over 60 countries Gem Pack Foods have been producing and packing worldwide, Kerrygold is the products in Ireland for 40 years. the best Brandy Butter in the country. premier butter brand in The company’s stunning portfolio has Germany and is found in other markets, Mileeven Fine Foods picked up no fewer than 12 Great stretching from Europe to China and Mileeven Fine Foods is this year celeTaste Awards. Contact: Eilis or Sarah North America to Australia. In Ireland, brating 20 years of producing excepGough. Tel: 051 643368. Email: Kerrygold is Ireland’s leading butter tional foods in Ireland. Proud to be sales@mileeven.com with a market share in excess of 47%. one of the few remaining suppliers of Kerrygold’s success is clear-cut. It Irish made preserves, is ‘real’ food, 100% natural, with no Eilis and Sarah Gough additives beyond salt for flavour, have no plans to move made with quality milk from cows fed from their Co. Kilkenny on the freshest, greenest grasslands base, which is set in the in the world. No other butter comidyllic country side. pares to Kerrygold’s naturally golden Mileeven’s range colour, superior taste, versatility of consists of a usage in cooking, baking, glazing and Connoisseurs range of dressing the best of cuisine. Kerrygold Pure Honeys, SHOP is a brand that people know and trust. Award winning It is a name that stands for premium Speciality Honey quality, for naturalness: a truly reliSpreads, Fruits and able Irish food. Nuts in Honey, Organic Preserves, Fruit Cakes and Christmas Fare, Gem Pack Foods Mileeven Fine Foods is celebrating 20 years of producing exceptional Irish-made preserves. which includes some of Gem Pack Foods have been producing 48

RN March08Invest NI ●

Improving NI’s Export Performance Invest Northern Ireland’s mission is to promote NI’s dynamic food sector in international markets.

Northern

Ireland food and drink processing is pivotal to its industry as well as its identity. The sector’s strengths include a strong track record of sales outside Northern Ireland. In 2005, for example, the sector sold products worth Stg£612m to markets outside the UK, employed around 19,000 people – 23% of total manufacturing employment - and was an important source of innovation in terms of new product development. In addition, it is the only manufacturing sector to receive direct sales assistance from the government, with its own dedicated division within Invest Northern Ireland. “The food sector is critical to Northern Ireland’s business” says Nigel Hardy, Food Marketing Manager for Invest NI. “The statistics are encouraging but do not tell the whole story. The sector is heavily dependent on sales to Great Britain and the need to increase external sales, and particularly exports, was pinpointed in the recent Fit for Market Report. The report highlighted that Great Britain was the destination for 35%, the Republic of Ireland 9.3%, other EU markets 7% and the Rest of

the World just 7%. Clearly all markets, especially the Republic of Ireland, our closest neighbour, offer scope for significant growth.”

Broad Range of Initiatives Invest NI, in collaboration with the Department for Agriculture and Rural Development (DARD), have implemented a broad range of initiatives specifically in areas such as marketing, promotion, design and branding, to assist the sector to realise its undoubted potential for sustainable growth in markets outside Northern Ireland. “At least Stg£10m worth of new business has already resulted from the participation of Northern Ireland companies in two major food industry initiatives over the past eight months,” notes Hardy. “Our pavilion at IFE, the International Food Exhibition (IFE) in London last year, was the biggest-ever presentation of Northern Ireland food and drink at an international food industry event. We’ve been working with the red meat industry on a series of initiatives

designed to help companies re-establish business in key European markets such as Benelux, Sweden and Italy. A number of smaller companies have won business by taking part in our ‘Going Dutch’ programme over the past year.” Over the past year, Invest NI’s trade advisors have identified and helped companies to secure new business in Great Britain and the Republic of Ireland worth more than Stg£7m. In addition, over the past 18 months, Invest NI has hosted one-toone buying sessions for local companies with 15 of the biggest food retailers in the British Isles. As a direct result, 50 new Northern Ireland products have been listed by multiples such as Marks and Spencer, Sainsbury, Tesco and Asda for their UK networks.

2008 Marketing Campaign 2008 will see the biggest-ever marketing campaign for food and drink companies, involving almost 40 international events. In addition, 25 ‘meet the buyer’ type events with top retailers and foodservice organisations have already been lined up in Northern Ireland for the region’s food companies. “As well as support in key markets, companies can draw on a comprehensive and well-established support system that offers funding and other assistance in critically important areas such as new product development, design, management and sales training, and packaging,” noted Hardy. “ Our longstanding strategic relationships with Food from Britain and Bord Bia also offer good export opportunities and essential market information.” 49

RN March08Money Matters ●

Is Ireland on the Wane? Carmel Linnane examines the gloomy predictions for the Irish economy over the coming year but insists that there is light at the end of the tunnel. “The housing market has been the backbone of Irish economic growth in recent years. The ability to attract multinationals has also been key. As both of these factors come under pressure, it is time for Ireland to find new areas of growth.” 50

will get worse before it gets better is the message for the Irish economy in 2008. House price falls, lower employment gains, tighter credit conditions and rising unemployment in Ireland will lead to a weakening of consumer confidence, a general tightening of belts and will have a dampening effect on wage growth. Despite all of the downside, Ireland should still remain one of the Eurozone’s fastest-growing countries in 2008. Economists estimate growth of 5% was achieved in 2007, significantly above the average rate of growth in the Euro-zone economies, which averaged 2.6% for the same period. Growth forecasts for the Irish economy in 2008 range from 2.3% to 3%, which still compares favourably with the average Euro-zone estimate of 2%.

Construction At the heart of the Irish downturn is the construction sector. After more than a decade of uninterrupted growth, the Irish housing market has run out of steam. House building is expected to fall by up to 40%. The decline in construction activity is expected to result in between 30,000 and 40,000 redundancies over the course of the year and will have a negative effect on economic growth. While some new jobs may be

created in other sectors, unemployment in 2008 will reach its highest level for a decade and weakening consumer confidence will translate into lower growth in consumer sales volumes in the year ahead. The Economic and Social Research Institute expects the level of unemployment to increase by 28,000 to 130,000 in 2008. As a result, the unemployment rate - the number out of work as a percentage of the labour force - is expected to climb to 5.8% in 2008, up from 4.6% in 2007. Weaker conditions in the labour market are expected to curtail the rate of wage growth during 2008. The ESRI anticipates that wage growth will moderate from 5.5% in 2007 to 4% in 2008. Not surprisingly, consumer confidence is lower as the combination of falling house prices and a less buoyant labour market weighs on consumers’ ability and willingness to spend. Consumer spending, which accounts for a large proportion of total GNP, is expected to ease to 3.8% in 2008, from an estimated 6% growth rate in 2007.

Mortgages Given the lure of the housing boom over the last decade, it is no surprise that Central Bank figures show mortgage borrowing at an all-time high.

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t h g i r B as e id for

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r u t u f

We are a bright energetic brand, delivering real solutions that make a positive difference to the everyday lives of our consumers. With over 450 stores nationwide, 15.1% growth and sales of €1.383bn in 2007, Centra is the clear market leader in convenience retailing. Joining us, you will benefit from a state of the art distribution system, Musgrave purchasing power and the full support of our expert Sales, Marketing, IT, Finance and Store Design teams. We are not just Ireland’s leading convenience retailers, we are one of Ireland’s most progressive and innovative brands.

For more information on joining a winning team, contact: Fiona O’Donovan, Alan Dickenson or Jim Corcoran on 021 480 3000.

RN March08Money Matters ●

However, last year, the amount loaned by banks grew at its slowest rate for 12 years as higher interest rates hit house sales. In 2007, the total amount of mortgage borrowings rose by 13.4%, compared with rates of 24.2% in 2006 and 27.1% in 2005. The knock-on effect of the slowing property market will mean a large dent in the Government’s tax take this year. Economists expect the shortterm outlook for housing to remain poor, while current uncertainty and market turmoil persists. After a sluggish first half, house prices are expected to recover ground later in the year, leaving them largely unchanged by the end of 2008, and are likely to see modest increases in 2009.

Interest Rates Economists are divided on whether the European Central Bank will make interest rate changes or not. Some economists say the recent turmoil in global capital markets is likely to lead towards tighter lending conditions and make access to credit more difficult, which should further limit spending growth. Bloxhams Stockbroker's economist Alan McQuaid says it is hard to see any rate cuts in the first half of 2008, especially after European inflation hit a record high of 3.2% in January. But IIB Bank’s economist, Austin Hughes, and Bank of Ireland’s Dan McLaughlin are forecasting a fall in ECB rates to 3.5% in the first half of 2008. This general uncertainty means all eyes are focused on the European Central Bank to see how it will respond to volatile global influences.

Inflation The Irish inflation rate, as measured by the Consumer Price Index, fell to 4.7% in December 2007 from 5% in November, giving an average of 4.9% for the year, versus 4% in 2006. The key factor in the rise in inflation for most of the year was higher mortgage costs, while later in the year, it reflected rising food prices. In 2008, inflation is expected to fall steadily and economists estimate an annual average of around 2.72.8%. This drop will result from reducing mortgage costs, assuming no

rate hikes occur. The strength of the euro against sterling will help curb inflation in the interim as the UK supplies about one third of Irish imports. On a broader front, the high rate of inflation in the Euro-zone is a continuing major concern for the ECB. The Bank’s target inflation rate is below 2% but their forecast for 2008 is 2.5%, which will be the highest annual outcome since the body’s genesis in 1999. In this regard, the ECB’s concerns over inflation may force their hand on the interest rate front in the coming months. The extent to which global economic activity slows and the degree to which the Euro-zone can withstand a further downswing will be key.

“Despite all of the downside, Ireland should still remain one of the Eurozone’s fastestgrowing countries in 2008… Growth forecasts for the Irish economy in 2008 range from 2.3% to 3%, which still compares favourably with the average Euro-zone estimate of 2%.”

Outlook Ongoing problems in the United States, including the ever-widening ripples in the wake of the sub-prime crisis and international capital markets volatility, continue to cast a gloomy shadow over global economies. In its end of year statement, business body ISME said small businesses in Ireland would take a more cautious view of their prospects for 2008, in light of volatile oil prices, the euro/dollar exchange rate changes, as well as the domestic construction industry slowdown. ISME has called for action from the Government on improving cost competitiveness, labour costs and the public sector pay bill. It says the Government continues to have a negative influence on inflation through local charges, waste charges, commercial rates, water charges and increases in the public sector pay bill. As the construction industry loses its momentum, so Ireland will lose many foreign nationals who flocked to its doors during the boom years. The lack of jobs in construction will lead to this mobile workforce finding new pastures and this exodus will leave a reduced demand in the economy for accommodation, food, fuel, clothes etc. Growing domestic unemployment will have a negative impact on wage increases and general cautious sentiment will translate into reduced consumer spending. However, the economy is not in freefall and there is light at the end of the tunnel. It is possible to ride out the slowdown and look forward to some modest gains again in 2009. A lesson long preached in Ireland is the overdependence on certain sectors. The housing market has been the backbone of Irish economic growth in recent years. The ability to attract multinationals has also been key. As both of these factors come under pressure, it is time for Ireland to find new areas of growth. Once again, there are calls on Government to bolster indigenous industry and encourage more diversity and initiative, to secure a more stable growth pattern in the future. Perhaps 2008 will see a more concerted move in that direction.

We see it all around us, a constantly evolving consumer, an increasingly dynamic retail environment and increased prosperity. How can you be a part of it? Mace are happy to announce the shop of the future. A totally new shop designed to respond to consumer needs and guaranteed to be a winner with todayâ&#x20AC;&#x2122;s demanding shopper. From changeable window graphics to clutter-free counters for greater access, from a new deli to a customer services centre, Mace have thought of everything. Early in the morning is a good time to make a great decision, so pour the coffee, wake up to the smell of success and get one of Ireland's finest retail packages working for you now. And into the future.

RN March08Household Care ●

Tidy Profits New products which provide convenient, time-saving cleaning options for consumers, are fuelling growth in household care.

The

household and laundry market has not changed much over the years, as consumers habits have remained largely the same over time. However, a new report from independent market analyst Datamonitor finds that consumers are now becoming less house-proud, preferring to adopt a low maintenance approach to cleaning the home and doing the laundry (Source: The Future Of Home Hygiene & Clothing Care Occasions and Laundry Care: Future Trends & Perspectives). This idea mirrors one of the most noticeable interior design trends of recent years, as there has been a switch to hard flooring surfaces within the home in order to achieve low maintenance, as well as making more areas of the home hard-wearing. According to Datamonitor, the European and US laundry and household cleaning products market is worth Stg£21.8bn and predicted to grow to Stg£23.8bn by year end 2011. Datamonitor predicts that consumers will become thriftier in their use of washing machines in order to reduce their consumption of water. Ecological concerns will continue to be

equates to 60-70% of housework occaat the front of consumers’ thoughts sions in the US and Europe, dependbut will be overtaken by the economic ing on the country. The Irish houseimperative, as water metering hold care market includes laundry, becomes more commonplace. dishwashing products, toilet care and For consumers who are better air care. New product development, insulated from the fall-out of the presuch as higher-priced value-added vailing credit crunch, and can afford dishwashing detergent tablets, have to buy new appliances in 2008, energy helped to grow what was for many and water efficiency will be important years a stagnant market. The leading purchasing criteria in order to make players in the market invest large long-term savings, which may lead to sums into advertising and product a boost in sales of washing machines development, according to with steam functions and larger Euromonitor International, in order capacities. to maintain their share in household The purchases of larger-drum care. Euromonitor further predict that washing machines should also see a future product development will conreduction in the number of times concentrate on more abstract and intansumers need to wash their clothes, gible properties such as considering they will fragrance and colour, pack more into each rather than product load. launches that focus on The number of ironphysical attributes and ing occasions performed functionality. Air care by the average adult already focuses on these each week is rising. This areas and is expected to is despite the fact that see the strongest constant ironing is the most disvalue growth, as a result. liked of any household task. The reason for this growth is that conAllegro Ltd sumers are still doing The Oust brand, from roughly the same Allegro Ltd, eliminates amount of ironing, bad odours without just maybe a little less, but masking, unlike regular are spreading it out over air fresheners. Oust’s formore occasions. mula eliminates bad Rising equality is odours deep down to their touching all aspects of molecules, leaving a light life and is even making scent of cleanliness. It’s inroads into the drudgparticularly efficient on ery of housework. Men bathroom, smoke, pets and are doing a greater mildew/musty odours. share of the house cleanOust is available in a ing in most countries, number of formats, includwith the exception of ing Aerosols, Mini Sprays Italy, where the gender (units and refill) & divide shows no sign of Electric Plug (units and Oust 3 in 1 Aerosol eliminates bad odours narrowing. However, refills). from the air, and kills women still account for New Oust 3 in 1 99.9% of bacteria on hard a greater proportion of Aerosol eliminates bad and soft surfaces. housework, which odours from the air, kills

RN March08Household Care ●

99.9% of bacteria on hard and soft surfaces. It is available in two fragrances – Garden Fresh and Outdoor Scent. Oust 3 in 1 tackles long-term odour problems emanating from household surfaces, which affect the atmosphere. It is a total odour and bacteria treatment for the home. The brand is currently enjoying €140,000 Ireland-specific TV spend from January to June 2008. The toilet care market in Ireland is worth €23m, according to Allegro. New innovations, plus a wide range of promotions, have ensured continued success for the Toilet Duck brand. Toilet Duck products include Duck Liquid bottles with the unique duck head for cleaning those hard-to-reach places under the rim, and new Duck Odour Eliminating Rimblocks – bad odours are eliminated instead of being covered up. New rimblocks remove bad odours at the source, as well as providing continuous freshening in the bathroom. Duck Magic Scrubs make tough cleaning easy for consumers. This disposable cleaning pad reacts with water to remove soap scum from the bath or shower. There will be continuous support for Duck Magic Scrubs throughout 2008 with €65,000 Ireland-specific TV spend up to June 2008. Also from Allegro, Mr Muscle is one of the top household cleaners in Ireland. Mr Muscle covers all household-cleaning needs – with a product to suit each segment – bathroom, kitchen, oven, window & glass and drain. Mr Muscle Multi-Task is available in three different formats: Kitchen, Bathroom and Frozen Lime and Vinegar. It is a cleaning trigger that reduces steps in the cleaning process, available in a 750ml trigger format. New Mr Muscle frozen Lime and Vinegar wipes combine the cleaning power of vinegar with the pleasant scent of fresh limes, in the convenience of a wipe! The new Pledge Aerosol range covers all areas of furniture and wood care. The Pledge range includes Aloe Vera Aerosol, Classic Beauty, Revitalise & Protect with Beeswax Aerosol and Multi Surface Aerosol with Jasmine. Pledge Fluffy Dusters allow the user to trap and hold dust 56

like magic, and the shift dirt and prevent brand will enjoy continlimescale. Every flush releasued TV and promotional es rich foam and leaves your support during 2008. toilet brilliantly clean.” Other Pledge products Also from Jeyes Ltd comes include Pledge Soapy Parozone. The trusted power Floor Cleaner, Pledge of bleach is something that Wipes and Dusting consumers are relying on Cloths. There will be conmore than ever, with bleach tinued promotions for the sales up year-on-year. “The remainder of 2008. star in this commodity marAir care is a growing ket is Parozone bleach, which market and Glade is conis up 18% year-on-year,” stantly innovating and explains Louise Pearson. launching new lines to “This is mainly down to shopmeet these market pers trading up from private changes. The new Glade label to a higher quality, Flameless Candle by branded offering and to an Wisp combines Wisp’s increase in branded promomeasured puffs of frations.” grance with a warm canCapitalising on Parozone’s dle glow. 2008 will see a success, Jeyes have recently heavy support prolaunched Parozone Weekly Bloo Powercore is the gramme for the strongest formulation Shots for the cistern. Flameless candle with Consumers regularly cite that has ever been harnessed in an in€100,000 (Ireland-specleaning the toilet as the cistern block. cific) spend on TV advermain focus of their weekly tising alone between cleaning routine and Weekly January and June, with press and PR Shots has been designed to link into activity also. this well-established, regular routine. Other lines include: Glade instant These concentrated bleach blocks air care – featuring Glade Aerosols deliver a powerful shot of bleach to and Touch n Fresh; Glade Air Care kill germs with every flush. The easycontinuous – Glade Solid and candles, to-use dispenser provides a month's scented oils and carpet fragrances. worth of shots to help keep toilets Watch out for ongoing promotions germ-free. Consumers simply squeeze with Glade Liquid Electric Plug Ins a shot into the cistern each week, and Circul’Air lines. after they've cleaned the toilet and Weekly Shots releases an intense cleaning treatment throughout the Jeyes Ltd week. Jeyes have convinced consumers to add power to their flush with new Bloo Powercore. Bloo, the leading in-cistern brand, has grown by 11%, achieving what it set out to do by adding value to the category. “Consumers were demanding a stronger in-cistern block that represents the high power offerings we’ve seen in the other toilet care areas such as the introduction of Power LTCs to the LTC category,” notes Louise Pearson, Brand Manager, Jeyes Ltd. “Bloo Powercore is the strongest formulation that has ever been harnessed in an in-cistern block. The powerful red core is packed full of Parozone bleach is enjoying strong concentrated cleaning agents to sales growth year-on-year.

RN March08Household Care ●

From McLoughlinsRS comes a new and exciting range of Cillit Bang floorcare, which will be available on the market from April.

McLoughlinsRS Quickie, the world’s leading brand of high quality cleaning tools, is now exclusively available in Ireland through McLoughlinsRS, the largest distributor to the hardware, gardening and homewares business in Ireland. McLoughlinsRS have maintained an enviable reputation for over 50 years, and are delighted to launch the new Quickie and Cillit Bang ranges to Ireland.

Quickie, the world’s leading brand of high quality cleaning tools, is now exclusively available in Ireland through McLoughlinsRS. 58

Under the Quickie umbrella comes a new and exciting range of Cillit Bang floorcare, which will be available on the market from April. Many products come with a ten-year limited warranty, free display stands and options for refill heads. The Cillit Bang range comes with the selection of Floorcare, including a Power Floor and Deck Scrub, a Wet Johnson & Johnson’s J Cloth offers consumers a Mop with Scrub, a large all- wide range of cleaning cloths to cater for all their cleaning needs in the kitchen, bathroom, car and purpose broom, a Roller Mop garden. and Scrub, the Flat Sponge Mop and Scrub and Floor Mop. The extensive J Cloth range The Quickie Original range includes: J Cloth 5’s, J Cloth mixed includes the Roller Mop and Ring–a10’s, J Cloth mixed 20’s, heavy duty Mop, both of which come with free mixed 3’s and wet wipes. The mixed refills. Both mops also have a patentpacks are available in the distinctive ed built-in scrubber to remove scuff blue, yellow, red and green J Cloth marks and stubborn stains, and most colours, which allow consumers to difproducts come with a five-year limited ferentiate between the cloths they use warranty. for the kitchen and those that are used in the bathroom. The heavy duty mixed 3’s are designed especially for Johnson & Johnson those tougher jobs. Johnson & Johnson’s J Cloth is the Due to the high quality materials original multi-purpose cleaning cloth in J Cloth, all of the cloths within the that has been used to clean Irish range are reusable and recyclable, homes for many generations. J Cloth and can even be put in the washing offers consumers a wide range of machine for re-use again and again, cleaning cloths to cater for all their simultaneously saving money and cleaning needs in the kitchen, bathhelping the environment. room, car and garden.

Killeen-ing Up KILLEEN, the number one player in the cleaning product and refuse sack market, with a whopping 37% market share (Source: ACNielsen, Refuse Sack Market 2007), is driving the category with innovations to meet the ever changing needs of Irish consumers. Whether it’s the big spring clean or a weekly tidy up, your consumers will find the Killeen range, distributed by Boyne Valley Group, to be remarkably effective and really convenient. The products deliver powerful performance, while remaining value for money for the consumer. The continued success of new product introductions, such as Killeen ‘Aware’ Biodegradable Refuse Sacks, 4 Pack Micro Fibre Cloths & 6 Pack Mop Ups, demonstrates Killeen’s ability and commitment to meeting the continuous changes in consumer behaviour. Meanwhile, Kitchenmate & Easi Clean The Killeen range, from Boyne Valley Group, is remain firm favourites due to both effective and convenient, delivering powerful performance, while remaining value their flexibility and durability for money for the consumer. in the kitchen.

VC AD New Mar 08 - Retail News

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RN March08Energy & Sports Drinks ●

Fuelling the Market Caroline McNally, GlaxoSmithKline Consumer Healthcare, charts the progress of the energy drinks market and the continued dominance of Lucozade Energy and Lucozade Sport.

The

Energy/Sports drinks market is one of the most dynamic sectors in the Irish soft drinks market. Caroline McNally, GlaxoSmithKline Consumer Healthcare explains the trends behind this growth, and details how their brands remain at the forefront of the market.

How is the market performing and how do you monitor/track sales? We monitor the Energy/Sports drinks market and the Lucozade brand’s performance with regular updates from Nielsen. According to the latest figures, this sector has shown value growth of 14.9% year on year, compared to the overall carbonates market which has grown by 5.4% (Source: Nielsen ROI Market Track, 60

The massively popular Lucozade Sport range, and Lucozade Hydro Active, which is marketed under a fitness hydration platform.

Carbonates, Total Confectionery, Value Sales MAT 8 w/e 30 Dec 07). The market remains a buoyant one, which shows no signs of slowing down. Within the Energy/Sports drink sector, the Lucozade brand as a whole remains the strong number one player. Lucozade Energy remains Ireland’s leading energy drink with a 62% share of the energy drinks market, whilst Lucozade Sport remains Ireland’s number one sports drink with a 65.4% share of the sports drink market (Source: Nielsen ROI Market Track, Carbonates, Total Confectionery, Value Sales MAT 8 w/e 30 Dec 07). The one-shot segment of the energy drinks market continues to experience a strong demand and Lucozade Energy’s portable one-shot bottle format is phenomenally popular as it’s ideal for refuelling on the move. As such, it’s firmly positioned as the

number one pack in the Energy/Sports Drinks sector. Our range also includes Lucozade Energy Charger, which is a streamlined 250ml one-shot can. Can sales are growing within the energy drinks sector at 32% year on year, and Lucozade Energy Charger has successfully tapped into this trend with strong sales from day one. To develop our brand proposition further, last year we launched new Lucozade Alert in a 250ml bottle. Adding a new dimension for ‘mental energy’ to the marketplace, this most recent addition to the range is also forging ahead with strong sales.

Is this market influenced by seasonality? Nowadays, Energy and Sports Drinks experience a year round demand as they have become ingrained as part and parcel of every day life. So a 12-

RN March08Energy & Sports Drinks ●

month marketing support calendar is vital. However, there are certain times of the year when demand rises and sales peak. Recognising these key sales periods allows us to capitalise upon them by building appropriate marketing support packages to coincide with them. For example, summer represents a traditional increase in soft drinks sales. Lucozade Energy, therefore, always remains the focus of a major through-the-line promotion during this period, creating huge levels of hype and awareness around the brand – and resulting in maximum sales uptake. Christmas is also an important period of the year for this brand, as shoppers feel they need an extra energy boost more and more to get through the festive season. For Christmas 2007, we ran two exciting Lucozade Energy offers, both seasonally themed. For new Lucozade Alert too, there are both times of the day and of the year when we expect an extra demand will occur and we will continue to develop these opportunities for sales, with marketing activity communicating this product’s relevance. These include, for example, exam periods and back to college, both times when consumers may need to sharpen their mental performance. Another example would be, say, a bank holiday weekend, when a long drive is on the cards. Likewise Lucozade Sport promotions coincide with the sporting calendar and key events therein.

How are you growing the brand? We continue to grow the brand in two ways. Firstly, by ongoing product development and launches, and secondly, by our commitment to exciting and impactful through-the-line campaigns. To further develop the Lucozade franchise, last year we introduced new Lucozade Alert in a 250ml bottle. The new product is perfectly in keeping with modern consumer needs, which have evolved to include ‘mental energy’ as a recognised requirement in its own right. Lucozade Alert has a unique formulation, with instantly recognisable

natural ingredients. Each serving is conveniently sized and contains glucose combined with caffeine, ginseng and guarana, which are synonymous with revitalising properties and collectively deliver an impactful product proposition. The new product has extended the brand offering to a totally new dimension and represents a major opportunity for incremental sales. To ensure ongoing success for the Lucozade brand as a whole, GlaxoSmithKline continues to invest major levels of support to both Lucozade Energy and Lucozade Sport, with a programme of 360 degree activity delivering best results. Both brands are marketed separately under their respective platforms. The range also includes Lucozade Hydro Active, which is marketed under a fitness hydration platform. Once again this year, we will also devote huge levels of investment to marketing activity for Lucozade Energy and Lucozade Sport. Lucozade Energy will be the focus of new TV advertising this spring, whilst ongoing TV support continues to build profile for Lucozade Alert.

sition was to provide a mental boost when consumed. It made sense, therefore, that the first in-store promotion for the brand gave shoppers the chance to get a free Rubix Cube, which was a cool and quirky premium, perfect for the brand’s key young adult target audience and more importantly, a mental challenge in itself which tied nicely with the new product’s properties. Christmas has also developed as an important sales period in its own right. Recognising this, we ran two timely consumer promotions for Lucozade Energy last year. First of all, a free disposable camera was on offer with every two bottles of Lucozade Energy Original 500ml purchased – ideal for capturing those memorable Christmas moments. We also ran a generous 6-for-4 offer with our multi-pack of Lucozade Energy Original and Orange 380ml bottles. This proved perfect for consumers who want to stock up on extra energy to have to hand at home over a very busy time of the year. When we run a major consumer promotion, the in-store element is always a key point of focus and we

How successful were recent promotions for the brands? As market leader, it’s important that we continue to set the standard in terms of excitement and innovation around our promotional activity. We believe we do this very well, as borne out by the impressive levels of uptake demonstrated by our in-store promotions. Different approaches work for different brands. We have found targeted premiums and prizes really appeal to Lucozade Energy’s consumers. Obviously, sports related prizes are very popular with Lucozade Sport drinkers. For example, in our high profile Lucozade Sport ‘ Who Plays Wins’ promotion last year, consumers competed for the chance to win an incredible top prize of a €10,000 trip of a lifetime to a sports event anywhere in the world. Our promotions are all clearly devised to reflect the product in quesLucozade Energy Charger is a streamlined tion. When Lucozade Alert was launched, the product’s specific propo- 250ml one-shot can, which has enjoyed strong sales from day one.

RN March08Energy & Sports Drinks ●

tion Today FM, who hosted the support in-store promotions in actual competition element on air. a number of ways. Firstly, we This reflected the very large levmake sure we have the right els of investment we continue to promotion mechanic and give to promotions around the pack for the store type to Lucozade brand to support and ensure maximum sales underline its market leaderuplift during the promoship status. tion period. We also produce eye-catching Point of Sale material in full suites Are sponsorships for retailers. These are taiimportant to the lored too to suit the varibrands? ous retail channels and to Sponsorships are a vital comcreate in-store theatre and ponent of marketing activity consumer awareness. around the Lucozade Sport Outside of the store, we brand. These targeted relaprovide support activity tionships build profile for the across the various media brand, whilst communicating available. This can extend and reinforcing the sports scias far as TV advertising ence claims of the brand. for major promotions. For Lucozade Sport is commitour Lucozade Energy ted to supporting Irish sport ‘Bears on the Run’ promoand is the Official Sports Lucozade Energy tion last summer we Drink of the FAI, Munster remains Ireland’s invested in very high Rugby, 23 GAA county leading energy drink impact outdoor adverteams and the National with a 62% share of the tising on a variety of Coaching and Training energy drinks market. sites and using a selecCentre. These relationships tion of media which are communicated throughlinked into our Bears TV campaign. the-line in campaign terms – from TV Also, consumers bought into the prosupport through to Point of Sale motional mechanic via national stamaterial – for maximum impact.

The brand is also linked to the best of home-grown sporting talent across a number of disciplines – including, notably, Damien Duff and Ronan O’Gara. Additionally, Lucozade Sport’s high profile GAA Ambassadors, including Colm Cooper, Derek Lyng, Owen Kelly, Oisin McConville, Dessie Dolan, Cora Staunton and Brendan Cummins, continue to appear in exciting marketing initiatives across the product range.

Describe the importance of merchandising to your brands? Trade relationships remain a major priority for GlaxoSmithKline. The company is committed to providing retailers with a high level of in-store support, as well as category management advice. We always fully brief the trade on promotional activity around our brands to communicate what we are undertaking and hoping to achieve as effectively as possible. Displaying Point of Sale material prominently will spotlight an offer and we always provide a suitably tailored suite of material for stores participating in our promotions.

CATEGORY MANAGEMENT GSK Sales Developers can provide retailers with category management data and advice to help maximise sales in this sector. Some valuable tips include stocking energy drinks in a highly visible location for ease of impulse shopping. This is the first, essential step in store layout, to fully capitalise upon the sales opportunity. Coolers should be near the point of entrance to the store or else the checkout. Drinks should be clearly segmented between carbonates, sports and energy drinks, waters and juices. Sports and energy drinks should be displayed close by, but separate to, standard carbonates. Retailers can further maximise sales with Point of Sale material. Sports and Energy drinks should receive a percentage of space in line with their market

share and current growth rates and brands should be blocked within segmented space. Where space is limited in smaller stores, key lines in particular must take priority and these should be displayed in the correct cooler. • Vertically Block: This tends to spread out the hot spots across the fixture so the shopper has a higher probability of engaging with the fixture, finding their product and comparing choices • Utilise Key Hot Spots: These tend to be grab level. Higher fixtures result in cold spots at the top. • Small packs (such as cans) should not be on high shelves: They are easier to see, grab and consider on lower shelves.

• Brand Block The key signpost for product selection is ‘brand’ so shoppers will use this to navigate the fixture. This demonstrates the importance of branded coolers on reinforcing brand presence and visibility in-store. • Ensure all cooler lights are bright and in working order: A broken light is an unchilled cooler from the shopper’s perspective. • Ensure all products are fully stocked and faced off: A clear, clean, well stocked display positively communicates the total store image at a subconscious level. • Full choice needs to be offered to the shopper, regardless of fixture size: This can be achieved by ensuring key brands and a range of different flavours and choices are available.

SEND YOUR SALES

ROCKETING

RN March08Energy & Sports Drinks ●

Energy & Sports Drinks Charge Ahead The Energy & Sports Drinks market continues to show strong double-digit growth, with new entrants increasing competition in the market.

The

Energy & Sports drinks sector is amongst the most dynamic in the entire grocery spectrum. The latest figures from ACNielsen show value growth of almost 15% year-on-year, compared to overall carbonates growth of 5.4%. New entrants to the market may be increasing competition, but the growth shows no signs of abating as Irish consumers vote in their droves with their wallets for a wealth of energy drinks, many of which are now targeted at specific needs, such as sports energy, mental alertness etc.

GlaxoSmithKline As Ireland’s number one energy drink with 62% of the energy market, Lucozade Energy delivers all the benefits of a fast-acting energy boost (Source: ACNielsen ROI Market Track, Energy, Value Share MAT 8 w/e 30 Dec 07). 64

Lucozade Energy, Ireland’s number one energy drink.

The brand’s ongoing success is strongly supported by its superb formulation: each great-tasting serving of Lucozade Energy provides glucose syrup, which has been shown to be quickly and easily digested to provide glucose, which is then rapidly absorbed into the bloodstream and is available as an immediate source of energy for the body. In fact, glucose is the brain and the body’s naturally preferred energy source. The range includes the ever-popular Lucozade Energy 380ml one shot bottle, ideal for consuming on the move and offering a choice of flavours to suit consumer tastes. In addition, a 500ml Lucozade Energy Original bottle fits the bill for extra energy requirements. A selection of take-home products, including multipacks and large packs, ensures a supply of energy is always to hand for consumers at home. The range also includes Lucozade Energy Charger – a

Lucozade Alert is a new energy drink specifically formulated to provide mental alertness.

RN March08Energy & Sports Drinks ●

Maintaining exciting levels of Calorie is a light citrus momentum behind the entire flavour hypotonic sports Lucozade Energy product portfodrink. It is targeted lio, the brand will continue to be towards those who supported by dynamic and high want more than just profile marketing activity water but with fewer throughout 2008, extending both calories and carbohyabove and below the line. drates than regular Lucozade Sport is Ireland’s sports drinks. There number one sports drink (Source: are only 5.8 kcals per ACNielsen, ROI, Total 100mls! Confectionery, Sports Drinks, In the energy Value Share, 8 WE 30 Dec 07). drinks category, The brand is set for impressive Energise Energy sales over the coming weeks, boasts a solid positionthanks to a superb new promotion ing – Energy for now rolling out in stores around Longer. It is formulatthe country. ed with carboThis generous hydrate fuel Consumers can pick up a box of hot and cold offer affords consources that compression bags free of charge with every purchase of two bottles of Lucozade Sport sumers the chance to metabolise difOrange Still 600ml plus 25% extra free. pick up a box of hot ferently in the and cold compression body than glubags free of charge with cose-only streamlined 250ml one shot can Energise Energy is every purchase of two botsources, to pick designed for fast consumption and formulated with carbohydrate fuel tles of Lucozade Sport you up and prodelivering energy effectively on the sources that Orange Still 600ml plus vide sustained move. Research has indicated that metabolise 25% extra free. energy rather this serving portion perfectly differently in the This clever promotion than a quick matches contemporary consumers’ body than glucoseis perfectly pitched to burst followed by requirements for a revitalising only sources. appeal to the brand’s a slump. drink they can quickly down in one, sports-loving fans and as With the whilst taking minimum time out such, is sure to experilaunch of Energise during the day. ence a strong uptake from Edge to the marLaunched last year, Lucozade day one. ket in September Alert is a new energy drink specificalThe initiative will be 2007, the ly formulated to provide mental alertsupported in-store by eyeEnergise brand, ness. The new product is perfectly in catching Point of Sale not yet five keeping with modern consumer needs, Energise Edge is a carbonated energy material, which will help years in the which have evolved to include ‘mental drink with caffeine drive this promotion market, energy’ as a recognised requirement and taurine, through the retailer. now offers in its own right. Lucozade Alert is ideallowing consumers Ensuring further suca solution al for consumers seeking a mental to ‘get the edge’ cess for the brand throughfor every boost and improved concentration at required during periods of increased consumer out the year, Lucozade certain times of the day or in specific Sport will remain the focus mental and physical energy situations. exertion. of innovative and high proneed. Supporting a head start on the file marketing support over the comEnergise Edge is a marketplace, Lucozade Alert is ing months. carbonated energy backed by a unique formulation with drink with caffeine instantly recognisable natural ingreand taurine, allowdients. Each conveniently sized 250ml Britvic Ireland ing consumers to serving contains glucose, combined Energise Sport continues to perform ‘get the edge’ with caffeine, ginseng and guarana, extremely well and currently claims a required during which are synonymous with revitalis16% share of the sports drink market periods of ing properties and collectively deliver in Ireland (Source: ACNielsen, ROI, increased mental an impactful product proposition. Market Track, Sports & Energy, MAT and physical exerThe new product has extended the Dec 30 2007). tion. brand offering to a totally new dimenWithin the Energise Sport portfoEnergise Sport The Energise sion and as such, continues to reprelio, Energise Sport Low Calorie is concontinues to perform brand portfolio con- extremely well in the sent a major opportunity for incretinuing to gain a foothold in sports Irish market. tinues to support mental sales. drink market. Energise Sport Low 65

RN March08Energy & Sports Drinks ●

Gaelic games players. Energise Sport is the official sports drink of the Gaelic Players Association (GPA) and revenues from every bottle sold go back to help support players and the GPA. Energise Sport is also the official sports drink to the Irish Rugby Union Players Association (IRUPA), with Paddy Wallace and Stephen Ferris endorsing the brand and playing an important role in its success.

Coca-Cola Bottlers Ireland The sleek 250ml ‘bullet can’ of Burn, the ultimate intense energy drink, is currently hitting grocery shelves all over Ireland. Already available in some of our top clubs and pubs, Burn is the drink that is sure to 'fire up your customers', appealing to 20something males who are looking for something new and different. Burn, Intense Energy has already been involved in some of the best events in Ireland of 2007, including the Lovebox music festival. It guarantees to follow suit by being associated with the hottest gigs of 2008.

Powerade’s ‘Never Give Up’ campaign will run throughout 2008, with the Munterconnaught club, who play in the Cavan Junior Football Championship, chosen as the Powerade Team of 2008.

Burn, the ultimate intense energy drink from CCBI, is currently hitting grocery shelves all over Ireland.

As a successful, premium energy drink brand in over 25 countries, Burn has received superb consumer and trade response to its slick, stylish packaging and great taste. Coca-Cola Bottlers Ireland has launched an extensive marketing campaign for Powerade, ‘Never Give Up’, that will run throughout 2008, building on the theme launched last year. The Munterconnaught club, who play in the Cavan Junior Football Championship, has been chosen as the Powerade Team of 2008. The club, which was selected following applications from almost 200 clubs throughout the country, will star in Powerade’s advertising and marketing campaigns throughout 2008. As part of the campaign, Munterconnaught will have a group of mentors placed at their disposal in areas of training, nutrition and motivation. They will also be filmed for a series of TV ads that will run throughout 2008 and put the club in

Red Bull outperforms the Market Despite increased competition in the market, Red Bull Energy Drink and Red Bull Sugarfree continues to outperform the energy and sports drink category, growing by 29% in the past year, according to figures from ACNielsen. In 2007, the company introduced a 355ml can to the off-trade channels in the island of Ireland, developed due to a demand from some consumers for a longer lasting energy boost. Energy drink sales are especially strong in the convenience and independent sector, where the added benefits of its strong link with impulse purchase offers extra potential. Red Bull is now soaring past many other leading soft drinks manufacturers in many forecourts and convenience stores, including the Esso group of forecourts. “Red Bull is the No.1 selling value product in soft drinks across Esso On The Run sites, Red Bull Energy Drink representing 9% of total soft drink sales,” accordcontinues to ing to Natasha Metcalfe, Category Manager, Esso outperform the energy Petroleum Company Limited. and sports drink category, growing by Red Bull Energy Drink and Red Bull Sugarfree, 29% in the past year distributed by Richmond Marketing, has enjoyed 87% growth in the past three years in the Republic of Ireland, with sales in the month of August ‘07 surpassing five million cans for the first time in over 10 years in the Irish market.

RN March08Energy & Sports Drinks ●

in the UK alone since 2003. Following the public eye as never before. Fourcorners on from that in Ireland, the Boost The 2008 ‘Never Give Up’ camTiger Energy Drink is one of the most drinks range offers a great profit marpaign follows on from the 2007 camsuccessful new entrants to the energy gin in an increasingly growing and paign which saw Powerade tracking drinks market in Ireland. The brand competitive sector. As the demand for Will Cullen, the 22-year-old bank offioriginates in Poland, where it is the functional energy cial from Dublin, who progressed from top-selling brand. Tiger Energy Drink drinks accelernot being able to swim in March to was introduced to Ireland in March ates, Boost is a completing the Powerade Irish 2007 by Fourcorners, the Polish bevmust for convenNational Triathlon Championship in erage specialists. ACNielsen research ience retailers. August. indicates that it was the fastest growBoost is CCBI will invest approximately ing energy drink last year. (July- Sept available in €2.5m million in Market Dynamics – Total 500ml and 1L rolling out the camMarket, Ireland). resealable silpaign, with €1m spend It has strong brand ver PET boton media. Following on recognition amongst the tles, making from the success of the Polish community and is it one of a 2007 ‘Never Give Up’, supported by advertising kind. With this year’s campaign on Setanta Sports. It is added energy will also be TV-led. also a high quality value releasing B CCBI will work with alternative to its more vitamins, cafDigital Media expensive competitors. feine and Advertising to deliver Tiger Energy is available amino acids, a targeted advertising in a range of formats, such as taucampaign to ensure including the classic rine, Boost maximum impact and 250ml can, Sugar Free, drinks work awareness among the 4x250ml multi-packs, alongside the target audience. 500ml PET and 1L PET, existing natAn important part and can be ordered directural metaboof the campaign will be ly from Musgraves SVC, lites found in Powerade’s continued ADM Londis or from the human association with chariFourcorners (www.fourbody to proties working in the corners.ie). vide an extra field of Sudden Adult boost of enerDeath Syndrome. As Gleeson Group Boost drinks work gy when need- alongside the existing part of the prize, Boost drinks from the ed most. Also Munterconnaught will Gleeson Group have natural metabolites now available found in the human receive an Automated proved to be a huge sucTiger Energy Drink is one of body to provide an the most successful new is Boost External Defibrillator cess in both the UK and extra boost of energy entrants to the energy drinks Light. which medical experts Northern Ireland, seeing when needed most. market in Ireland. testify can be the difa massive 200% growth ference between life and death when sudden heart attacks strike young people. The Powerade Team of 2008 will ZEN Republic Energy Drink was designed from help raise funds and awareness for scratch as a creative collaboration with the industry The Mater Foundation in the big guns to innovate the energy drinks sector. It’s a Republic of Ireland and The Cormac natural botanical blend of lemon, lime, ginger, yerba Trust in Northern Ireland. mate, kola nut, green tea, green coffee bean, guarana, Powerade is the preferred sports cinnamon and chili. Zen has no artificial flavours, drink of the Dublin, Galway, Down, colours, sweeteners or preservatives, tastes great and Wicklow and Wexford Gaelic Football, packs a real energy punch for thirst-quenching Hurling and Camogie teams, as well stimulation. The can has vibrant shelf appeal, as the Irish international rugby team. featuring illustrations of the ingredients set between It has been proven in studies conductthe green grass and sunlit blue sky. ed by the University of Ulster in 2005, Zen’s 21st century new age approach is consistent to help prolong stamina and delay throughout its marketing campaign, and its evolution muscle fatigue in athletes when taken from creation to premium brand status is currently 15 minutes before activity, allowing being filmed for TV, due to air in 2009, which should players to reach their full potential ensure continued interest in the brand. and beyond.

Zen Republic

RN March08Seafood ●

Seafood Surges Ahead The €217m Irish seafood market continues to grow, with plenty of potential for further market development.

Data

from TNS World Panel revealed that retail sales of Irish seafood continue to soar, with sales for 2007 up 18% to €217m. In terms of the breakdown between chilled/fresh and frozen seafood, fresh sales now represent 63% of all sales. This is a significant shift from the position of three years ago, when frozen seafood sales represented 52% of sales. Despite this shift in emphasis, the market for frozen seafood increased by over 5% to more than €84m, driven predominantly by price increase in this sector, as a result of raw material price increases. The dominant brand continues to be Donegal Catch, with value increase in the market of 7%, giving them 46% of the market. In the chilled/ fresh category, sales are extremely strong, resulting in a 27% increase in this segment of the market. This is been driven by a number of factors working together: prices rose by 5%; new consumers entering the market increased by 5%; volume per buyer has risen by 13% to 8.7kg per buyer per year. It is clear that the

Irish seafood sales continue to soar, up 18% in 2007 to €217m.

IASC The Irish Association of Seafood Companies (IASC) develops, promotes and represents the interests of independent seafood processors and retailers in Ireland. Established in 2002, IASC is a fast-growing united voice for independents, which already has a membership in excess of 90 companies, most of whom are small to medium sized family-owned businesses. IASC’s core activities are to: • Build the profile of independent retailers and wholesalers; • Co-ordinate effective member networking; • Provide information and training support; • Develop promotion and marketing initiatives; • Actively represent and lobby member interests; • Negotiate group savings and discounts. Do you wish to supply seafood in your store? To find out more about the IASC members in your area, call Martina Clarke on 042 9386977, or email martina@iasc.ie.

RN March08Seafood ●

consumer is making a shift to purchasing fresh seafood and purchasing it more frequently. In terms of performance within the chilled pre-pack sector and the loose wet fish counter, both categories are contributing to the overall growth of the chilled/fresh sector. Value sales in chilled pre-pack products increased by 26%, while wet fish counter sales increased by 29%. This clearly illustrates the importance to the shopper of in-store wet fish counters, which represent 40% of all chilled/fresh sales. Salmon and cod are still the most popular species of fish purchased by Irish consumers, representing over 55% of sales in both the loose counter and pre-pack fresh categories. The composition of species purchased varied very little from 2006 to 2007, with a very high reliance of cod and salmon. The smoked salmon sector has also been an important element of seafood sales and is valued at €27m, an increase of 13% from 2006. Overall, the seafood market continues to be buoyant. The challenge for the future development of the sector is to increase consumption in younger age groups and within families. At present, the key seafood customer is in the +45 age group. This age group represents 46% of all seafood customers, while they only make up 38% of the total population. Younger consumers are an important part of the market for seafood, and represent a significant opportunity on which to develop it further.

BIM Seafood Circle In 2001, BIM introduced the Seafood Circle, a membership-based initiative for publicans serving food on lunchtime menus. The programme sought to support, encourage, educate and promote the members. The BIM Seafood Circle initiative has now been further developed to encompass not only pubs but also restaurants, hotels and fish retailers. With diminishing supplies, reduced quotas, sustainability concerns and competition from external markets, one of the overarching goals of BIM’s Development Programmes is to assist stakeholders to improve the quality of seafood offered for sale, thus capitalising on this valuable resource. 70

The Seafood Circle addresses the issues of quality and service and is an excellent vehicle for the promotion of seafood as a healthy choice. Prior to this, BIM’s ‘Fish: It’s as Simple as That!’ campaign focused on encouraging the consumer to eat more seafood and, more recently, the ‘Fish, at the Heart of a Healthy Diet’ promotion focused on the health benefits of fish consumption. In the current climate, and with the focus now on the sustainability of the environment, it is much more appropriate to highlight seafood as a healthy option and direct the consumer to the best places to buy and enjoy seafood. Over the past two years, BIM operated a pilot awards scheme with both the independent retail sector, represented by IASC, and Superquinn. This proved extremely successful and an excellent launchpad for the retail element of the Seafood Circle The Seafood Circle Retail is now divided into two distinct categories: Seafood Specialist, aimed at the independent fish retail sector, and Supermarket Seafood Counter, aimed at the multiple groups and growing number of independent supermarkets and specialist food shops. In this sector, retailers are invited to apply for membership. All premises receive a minimum of two visits from experienced BIM staff and an independent assessor. A strict set of criteria applies and the assessor’s report is sent to an Approvals Committee, prior to awarding membership. Over 50 retailers were awarded Seafood Circle membership for 2007. BIM worked with well-known food writer Georgina Campbell to develop the initiative for the hospitality sector, with 59 restaurants and pubs now identified as BIM Seafood Circle members in the latest edition of ‘The Guide’. The Seafood Circle will have a number of layers and the spin-off activities will include workshops on product knowledge and labelling for the retail sector, newsletters for hospitality and a closer working relationship between buyers and suppliers. Three distinctive plaques have been developed for the sectors to denote Seafood Circle membership and BIM is planning a nationwide promotional campaign to support the Seafood Circle.

The BIM Seafood Circle addresses the issues of quality and service and is an excellent vehicle for the promotion of seafood as a healthy choice.

Growing Shellfish Sales In-Store DO you want to grow the sales of shellfish in your retail store? Homarium Ireland supply attractive holding systems for stores throughout the country. Homarium Ireland has been a distributor of life-system tanks for shellfish since 1976. Homarium tanks display and preserve shellfish and come in a large variety of sizes or can be custom-designed. Homarium tanks are self contained and mobile and are supplied with: • Double glazed plexiglass which means fish are visible from all angles; • Closed water system which is easy to maintain; • Stainless steel base which lasts a lifetime. There are no plumbing or installation costs and regular monitoring results in less frequent water changes. For more information, contact: Homarium Ireland, Dingle, Co. Kerry. Tel: 086 2521835. Web: www.homarium.be.

From Catch to Customer Supplying a wide variety of top quality fresh and frozen seafood products nationwide Whether eating in or dining out our seafood experience will enhance yours Just look for the Seafood Circle www.seafoodcircle.ie

Dinish Island Castletownbere, Co. Cork Tel: 027 70461 Fax: 027 70333 Email: info@shellfishireland.com

www.shellfishireland.com

RN March08Seafood â&#x2014;?

is low in fat, tasty and a great source of protein. The John West portfolio includes Tuna steaks, Tuna chunks, and flaked sandwich Tuna. John West Mackerel comes in a number of tasty varieties, such as oil, tomato, brine, mustard, curry, peppercorn and many other great flavour combinations, so John West have teamed up with Weight Watchers to there is something for bring consumers a selection of healthy options. all tastes and lots of recipes. Mackerel offers a unique Donegal Catch balance of nutrients and are high in The frozen fish market continues to essential minerals like phosphorus, grow by 6.7% year-on-year in value selenium and Omega 3. terms, with Donegal Catch commandAll John West Wild Salmon is ing a 62% market share (Source: John West has a large variety of Tuna caught in the pristine waters of ACNielsen Dec 07), maintaining its options on the Irish market, which are both versatile and nutritious. Alaska or Canada. Salmon is highly strong position as brand leader in the nutritious, full of protein and extremefrozen category. In keeping with conly versatile. John West Foods Canned Salmon is Ireland widely recognised as an John West has been operating since excellent ingredient in a 1861, when it was founded in Liverpool healthy diet, as it is rich by two local merchants, T.L. Pelling in protein and other and C.H. Stanley, who gave the companutrients, and high in ny its original name - Pelling Stanley Omega 3. Red Salmon and Company, and were the first to and Pink Salmon are ship Salmon from America to the UK quite different species, in 1871. They purchased the rights to and have different John West in 1888. flavours and textures. John West was the first to introJohn West are renowned duce Tuna chunks and Tuna in brine, for their high quality and, more recently, Tuna in sauces Red Salmon, but they and Tuna salads. The company strives also offer Pink Salmon. to recognise consumer demands for Seafood Medley from the Donegal Catch Seafood Lovers range, exciting adventurous fish enthusiasts As the largest and variety in a convenient, ready-to-eat throughout the country. best-known supplier of format. canned fish in Ireland, John West A great family standby and an sumer trends, the brand has always takes its responsibility to the marine essential part of a healthy diet, Tuna created excitement in the frozen fish environment extremely category through the launch of innoseriously. Their selection vative products. procedure in appointing Moving the brand on from the tradisuppliers is rigorous and tional and battered formats has been key their policy dictates that to Donegal Catchâ&#x20AC;&#x2122;s sustained success. they only purchase fish The brand has recruited new frozen fish which is caught with no consumers with its healthy Naturals harm to the marine range and its new BBQ and summer environment. offerings, plus Donegal Catch has excited They are committed more adventurous fish enthusiasts with to the United Nations the recent launch of the Seafood Lovers Convention on the Law range, including Prawns, Artic Charr of the Sea (UNCLOS) and Seafood Medley. Both of these and fully support the ranges present new fish eating occasions John West Mackerel comes in a number of tasty regional fisheries manand offer consumers convenient and varieties, such as oil, tomato, brine, mustard, curry, agement regimes tasty products, attracting them to the peppercorn and many other great flavour espoused by it. frozen fish category. combinations. 72

RN March08Seafood ●

Watch out later this spring for new additions to the range that will further excite fish lovers including Seabass & Lightly Smoked Salmon, line extensions to the Seafood range plus Skewers & Hake, perfect for the BBQ and delicious additions to the summer/BBQ range.

Birds Eye Birds Eye is synonymous with the frozen fish category and claims leadership of the fish finger category with 75% market share. The frozen fish category is worth €86m, with fish fingers representing almost 20% volume share (TNS MAT w/e 31 Dec 07). Birds Eye Ireland has now extended its popular Fish Fingers range

The decision to use Alaskan most popular products is a triple pack Pollock is part of Birds Eye Ireland’s 80g tuna in oil or brine with a convencommitment to sustainability and its ient ring pull. These small cans are policy to switch consumer preference handy to take to school or work for a from Cod to less well known, but more healthy and convenient sandwich filler sustainable sources, thus providing or salad accompaniment. greater choice. Birds Eye works in Also available in the Picnic range of partnership with the Marine canned fish are sardines, mackerel, Stewardship Council, an independent, herring fillets and red and pink global, non-profit organisation to salmon. Recent reports point to the secure a sustainable future for fish need for greater intake of Omega 3 fish supplies worldwide. oils among the Irish adult and child The Birds Eye range also includes population. Fish such as Picnic salmon, delicious cod fillets, available in two mackerel, herring and sarvariants: Light Golden Crumb and dines are naturally rich Light Crispy Batter. This month in Omega 3 sees the launch of Birds Eye Pollock fillets also available in Crispy Batter or Golden Crumb – a further testament to the company’s commitment to sustainable fishing. Birds Eye offers a wide selection of fish products designed to cater for a range of tastes: Cod Fish Fingers, Omega 3 Fish Fingers, Cod Fillets and Pollock Fillets. Picnic is a key player in the canned fish Look out for new Birds Eye Seaside market with an extensive range. Shapes, available in leading retailers nationwide from April 2008. Birds Eye Stand Up For Fish

Batchelors Birds Eye are extending their Kids' Fish range with the launch of Seaside Shapes: eight golden crumb coated fish shapes with peas and sweetcorn. Anchors, fish and stars, tasty fun sized shapes that children will love (RRP €3.49).

with the launch of Omega 3 Fish Fingers. Omega 3 Fish Fingers are a natural source of Omega 3, an essential polyunsaturated fat, which keeps the heart healthy and aids brain development. The Irish frozen fish market is heavily dependent on Cod, but the new Birds Eye Omega 3 Fish Finger is made with Alaskan Pollock, derived from the cod family.

Picnic is a brand synonymous with quality at a very reasonable cost to the consumer. With a long tradition in the Irish market, Picnic is a key player in the canned fish market with an extensive range. Picnic Tuna, the fastest growing product in the category, is a popular choice for slimmers and people seeking a high level of protein in their diet. Tuna chunks and Tuna steaks are available in both oil and brine. One of Picnic’s

Birds Eye Omega 3 Fish Fingers: made with Alaskan Pollock, derived from the cod family. 74

BIRDS Eye is calling on Irish people to bring back fish on Fridays and make fish a more regular part of their diets. Pictured at a mock demonstration to support the campaign are four-yearolds Alex O’Toole, Brandon Lyons, Saoirse Burton and Abbie Fitzpatrick. New research by TNS commissioned to mark the launch of Birds Eye Omega 3 Fish Fingers revealed that 81% of parents would like their children to eat more fish. The research also revealed that whilst 88% of Irish people are aware of the tradition of eating fish on Fridays, just 8% said they continue to do so. 73% of Irish people said it would be easier to get children to eat fish fingers rather than a piece of fish, with 85% of Irish parents agreeing that fish fingers are an easy way to get fish into their children’s diets.

RN March08Baby Food ●

Bringing up Baby Worth almost €75m per annum, the baby food market continues to grow.

prehensive baby food range, offering everything for baby from Farley’s formula to meals in jars and trays, cereals, rusks, juice, potted fruity custard desserts and new organic Puree and Simple fruit purees. The highly successful Heinz Mum’s Own Recipe range is a unique concept in that all the varieties in the range are based on recipe suggestions that Heinz have gathered from real mums, with each variety featuring its original mum’s name and picture. Heinz Mum’s Own was relaunched in summer 2007 with brighter packaging, delicious new varieties, a range of desserts suitable for ‘All ages from baby food market in Ireland is 4-6+ months’ and new tray meals suitnow valued at €74.7m and saw growth able for 12+ months. Each of the of 13.2% in the year to January 2008. exciting varieties in the range are Infant Milks is the most important part packed with lots of nutritious ingrediof the category, accounting for almost ents and the range continues to 60% of category value. Premium prodinclude highly popular ucts and liquid milk forSKUs such as Egg mats are driving the Custard, now in a 128g growth. size, plus delicious new The wet meal or jar recipes such as Sunday market grew by 9.3% Chicken Dinner, last year. The Fruit Pot Shepherd’s Pie and segment of wet meals Summer Berry Compote. remains a valuable part Heinz Globe Totters is the category and is a new range of savouries worth over €2.3m per in jars and trays suitable annum. from 7+ and 12+ months. The dry meal market All of the recipes in the is valued at €7.5m, and range are based on popuaccounts for 33% of the lar recipes from around meals category. The the world and are ideal Juices & Finger Foods for when baby is ready to sectors combined move on to explore more account for 10.5% value exciting tastes and texshare of the baby food tures. Delicious recipes category. such as Chicken Chasseur, Rice & Tender Heinz Babyfood Heinz Globe Totters is a new Lamb Curry and range of savouries in jars Lemon Chicken will Heinz has been taking and trays suitable for help keep baby’s intercare of little appetites for babies from 7+ and 12+ est at mealtime. generations with its com-

The

months.

Heinz Mum’s Own was relaunched in summer 2007 with brighter packaging, delicious new varieties, a range of desserts suitable for ‘All ages from 4-6+ months’ and new tray meals suitable for 12+ months.

Heinz Fruity Custard Desserts are a delicious blend of creamy custard and fruit purees, such as Apple & Mango and Banana. Suitable for all ages from 4-6+ months, each pack contains 4x100g desserts in a convenient plastic pots, making them the ideal dessert or snack solution at home or on the move. Heinz Puree and Simple is a new range of delicious organic fruit purees which have been especially developed for use from very early weaning. Available in packs of 2x80g pots and with varieties such as Apple and Banana & Pear, they are an ideal introduction to solid food for baby. The popular Heinz Farley’s dry meals and rusks range includes all the favourites such as Sunrise Banana Cereal, savoury meals such as Cheese 75

RN March08Baby Food ●

ents, carefully selected from certified saturated fat, and organic farms. Cow & Gate’s range of Prebiotics to help Organic jar meals continues to persupport their natural form well within wet meals, with defences, Growing Up 42.5% share in the latest four weeks. Milk is more adapted Cow & Gate also operate in the to toddlers’ diet than valuable Fruit Pot segment of wet cow’s milk and will meals. Cow & Gate Frutapura is help them get what made from 100% pure fruit, contains they need to thrive. only natural ingredients and is Growing-up milks enriched with Vitamin C. Designed now represent 7.4% of for babies and toddlers from 4 months the total baby/toddler to 3 years, they are the ideal way to milk market, all of put fruit in baby’s diet while developwhich is incremental. ing his taste. Frutapura Pouches, in Based on the success of fun, squeezy pouches allow for Aptamil Growing Up autonomous and ‘on the go’ feeding for Milk liquids, Aptamil toddlers. Cow & Gate Frutapura have introduced Aptamil claims 72.6% value share in the latest Growing-Up Milk in a Heinz Fruity Custard Desserts are a delicious four weeks. blend of creamy custard and fruit purees. 900g powder format. The Milupa Dry range, manufacIn the wet meals sectured specifically for the Irish market, tor, Cow & Gate added huge value and Vegetable Bake and desserts such claims the majority share of the Dry with growth of 22.8%. as Strawberry Yoghurt which are all Baby Meals market, with a 79% Following the successful launch of available in 125g packets. share. the Baby Balance jar range in 2007, Heinz Farley’s Rusks, available in Cow & Gate Baby Balance Cereals Cow & Gate have added to the portfopacks of nine or 18, are rich in were launched in 2007 and are the lio with Cow & Gate Toddler Balance Calcium, Iron and Vitamins and conmeals. These are tain no added colours, flavourings or nutritionally balpreservatives. Heinz Rusks are also anced meals develavailable in Reduced Sugar and oped specifically for Gluten-Free varieties. The Heinz toddlers. Full of babyfood range also offers a range of soft little chunks delicious baby juices. and pieces, Toddler Balance Meals are great for helping Nutricia Ireland little ones develop The Cow & Gate and Milupa brands their chewing skills claim the number one and number and speech mustwo spots respectively in the Irish cles. baby food market, There continuing to drive are six the market with delicious Cow & Gate have added to their portfolio with Cow & Gate growth of 14.9% and Toddler Balance, nutritionally balanced meals developed recipes 21.9% respectively specifically for toddlers. to (Source: ACNielsen choose Scantrack, Jan 27th, first range of cereals to give babies a from, containing only the 2008). nutritionally balanced diet at every best ingredients with no Following studies stage, with no added sugar or salt. artificial flavourings, about the Irish diet, The range is designed to ensure the colourings or preservaas well as concerning correct variety and texture for babies tives. statistics about iron at every stage, from first weaning to Cow & Gate offer a deficiency in Ireland toddler shapes and textures. Cow & range of 16 organic (one out of two todGate Baby Balance Cereals include recipes, including the famidlers is iron deficient), great flavours such as Stage 2 ly favourite Irish Beef Growing Up Milks Multigrain Banana Porridge, Stage 3 Stew. Each recipe has were launched by Cow Based on the success of Aptamil Growing Up Milk been specifically develApple Crispies with mini pieces to & Gate and Milupa liquids, Aptamil have encourage chewing and Stage 4 Hoop oped by nutrition experts Aptamil. With more introduced Aptamil a Loops. using only organically iron and vitamin C, A Growing-Up Milk in a 900g The juices and finger food sectors produced natural ingrediand D, less protein and powder format. 76

RN March08Baby Food ●

are small but significant segments of the baby food category, accounting for 10.5% value share. Cow & Gate 500ml Juices have been re-launched under the Baby Balance platform in three varieties: Summer Fruits, Pear & Peach and Tropical Fruits. Cow & Gate claim 37.7% share of Juices. The growth of the Finger Food offering within baby food continues, with a year on year value increase of 11.6%. February saw the introduction of a new range of finger foods from Cow & Gate. Pure Baby Rice Cakes, Bear Biscuits and Animal Friend Biscuits will build on the success of the Cow & Gate brand within Finger foods.

Kelkin HiPP Organic Smoothies are available in two popular flavours; Apple & Banana and Apple & Raspberry. These new organic smoothies contain no GM ingredients, no added sugar or milk products and are gluten free, ideal for parents’ increasing require-

SMA SMA have over 80 years experience in infant and toddler nutrition. SMA Progress, with its eye-catching new look, is designed to make it easier to find out which product is right for consumers and their babies.

HiPP Organic Smoothies are available in two popular flavours; Apple & Banana and Apple & Raspberry.

includes Liga Original, Liga Junior, Liga Snack Packs and Liga C. Liga has been serving the nutritional needs of children in Ireland for over 50 years. Liga is an energy rich infant food, fortified with vitamins and minerals, reduced salt and contains no artificial colours or preservatives. Liga Original is suitable for infants of six months plus, when a child is learning to chew food. It can be eaten on its own as a nutritious finger snack or crumbled and mixed with other ingredients. Liga Junior is suitable as a lunch box filler for children of nine months and older and provides a healthy snack. Liga snack packs are fun shaped snacks enriched with iron, Vitamins B1 and B6 and are ideal as a ready-to-eat snack. Liga C is 100% natural concentrate fruit drink and is the only one of its kind available. The fruit concentrate is made with juices of blackcurrants, redcurrant, rosehips and guava pears. The product is great for kids of any age and is a nourishing vitamin C drink.

SMA Progress, with its eye-catching new look, is designed to make it easier to find out which product is right for consumers and their babies.

SMA Progress is a follow-on milk for babies over six months old and is not intended to replace breastfeeding. When used in conjunction with solid feeding, it provides the nourishment essential to a baby’s healthy and sustained growth. SMA are committed to giving pregnant women and new mums information when they need it. At the heart of this commitment is the SMA Careline. The specially trained team of advisors, who are all mums themselves, answer hundreds of questions from mums and dads every week. They don’t just know the facts about parenting; they know the realities too. The SMA Careline is open from 8am to 6pm every week day. Call the SMA Careline on 1800 932 831.

ments for their babies. According to Februa ry 2008 market data, HiPP Organic now has over 11% share of the wet baby food market in Ireland and so is an important offering to have available for customers. These new smoothies complement the existing range of HiPP Organic juices, cereals and wet meals. HiPP Organic has also recently launched new HiPP Biscottes and Elephant Biscuits, ideal snacks to have alongside the smoothies, in these two growing categories. HiPP Organic will be supported by trade promotional offers throughout the year.

Liga The Liga range, which is distributed by The Jacob Fruitfield Food Group,

Liga has been serving the nutritional needs of children in Ireland for over 50 years. 77

RN March08Baby Care ●

Junior Certs The valuable baby care market covers everything from nappies to analgesics.

The

baby care market is a valuable one for Irish retailers, encompassing everything from medicinal products to nappies, wipes to oral care, as well as baby hair care, baby skin care, baby sun care and baby toiletries.

Calpol Calpol Infant Suspension, the first choice for parents, was launched into the grocery sector in 2000. Since its introduction into the grocery market, Calpol has dominated the children’s analgesic market and at the moment claims 86% market share (Source: ACNielsen Scantrack Jan 2008). The trusted brand heritage that had been established in to the pharmacy trade is one of the key factors that has enabled Calpol to gain such success. Calpol offers a wide range of products, which include Calpol Infant Suspension and Calpol Sachets, the only children’s analgesics available for two months plus, Calpol 6 Plus Suspension and Calpol Fastmelts. Each of these is also available in a Sugar Free variant. Calpol is supported with TV and trade advertising, public relations activities, educational leaflets & display materials.

Natural Fit. Both Little Walkers and Natural Fit are enjoying heavyweight TV support, which continues through to May 2008. A wide range of promotions, including special offer packs and price promotions, plus continuous product Since its introduction to the grocery market, Calpol has improvement, will dominated the children’s analgesic sector. see Huggies continue to increase share in 2008. There will also be extensive Huggies TV and press support, plus Point of Huggies claims the number two spot Sale in-store support throughout 2008. in the Irish nappy market. Huggies’ Huggies also claim 90% of the nappies include Super Dry Super Flex pants category. Huggies’ pants include Nappies for continuous and quicker Little Swimmers, Pull Ups and Dry absorption, while Huggies Premium Nites. Huggies are introducing new nappies include Little Walkers and

The Huggies range, which includes new softest ever Huggies Newborn, claims the number two spot in the Irish nappy market.

RN March08Baby Care ●

The first strand of the initiative gets right to the root of the issue through the creation of Smiley the Crocodile – a fun, engaging character that is to feature on all ‘Stop the Rot’ material. All participating nurseries will receive a ‘Smile Like a Crocodile’ pack containing a Smiley hand puppet, activity guides and fun ways to learn about good dental hygiene. Each child will receive a Smiley certificate and stickers to mark their progress as they learn about how to brush and care for their teeth. The second strand of the initiative is directed at parents. The parents of each child at a ‘Stop the Rot’ nursery Babykind soft baby wipes and Babykind Giant Cotton Pads, from Irish Breeze. will receive a leaflet to let them know how the initiative is helpGiant Cotton Pads are extra Huggies Dry Nites Sleep Shorts for ing their child to recognise large and soft, so parents don’t boys, available in two sizes (4-7 years good oral care from an earhave to fiddle with cotton balls old, and 8-12 years old) with heavyly age. The leaflet will also or use wipes any longer. The weight TV spend throughout the year. offer tips about brushing at pads are made of special cotton Watch out for special offer packs, conhome and how parents can wool, which prevents ‘hairy tinued promotions and product keep up Smiley’s good bits’ being left on babies’ skin. improvement throughout 2008. work. Other products in the range Huggies entered into the Baby Commenting on the include Babykind Wipes (availWipes market in 2001 to great success. campaign, Steven Davey able on www.irishbreeze.com The wipes have moved to a Peel & Brand Manager at Oral-B, only), Babykind Nappy Bags Seal format, while remaining in the said, “Oral-B Stages has and Babykind Buds. popular Pure and Natural Care + Aloe long recognised the imporvariants that are kind to delicate tance of bespoke brushes babies’ skin. Oral-B for children and were horriThe company are introducing new Oral-B Stages is the leading fied to discover the high Huggies Soft Skin baby wipes with range of children’s toothbrushes rate of tooth decay in the shea butter, one of nature's great and the first range designed under fives. We joined moisturisers, containing vitamins A, E specifically to meet children’s forces with Graham and F. New soft skin wipes consist of a mouth needs at different stages Wilding on ‘Stop the Rot’ to soft quilted base sheet with a scent of of their development. The ensure that the education Vanilla. brand is set to continue its on good oral care is availThere are flashed ‘1&1 Free’ proground-breaking strides with able in a fun and commotional packs also available on all an initiative to educate children pelling format from an earHuggies Wipes. of nursery age and parents on ly age, to provide children how to look after their teeth. with brushing knowledge to Alarmingly, research has Babykind last a lifetime.” shown that tooth decay, which Despite the massive growth in baby Oral-B Stages is a can be caused by poor brushing wipes, baby care will always begin range designed for every habits and a sugary diet, with cotton wool. In fact, more than stage of a child’s gum and affects half of children under ever before, midwives are emphasising tooth development. The five. Oral-B Stages is teaming the delicate nature of babies’ skin – primary target for Oral-B up with dentist and founder of newborn skin should only be cleaned Stages is parents, whose the ‘Stop the Rot’ campaign, with cotton wool and water. child’s oral health is of the Graham Wilding, in the creIrish Breeze, brand leader in cotOral-B Stages is utmost importance. Oral-B ation of a co-branded dualton wool, is heavily influenced by conthe first Stages continues to be the strand initiative to directly prosumer research and has reacted to toothbrush range best selling children’s vide nurseries, parents and concerned parents by launching the designed toothbrush range in the children with the tools and ‘kindest’ baby care range of products specifically to meet children’s dental profession and is information they require to on the market. mouth needs at designed to meet the learn about the importance of The biggest selling product in the different stages needs of every child’s good oral hygiene in an engagrange introduces new-borns to soft of their development. ing, practical way. and gentle cotton wool. Babykind development. 79

RN March08Cheese ●

Cheese Please New product development and changing consumer tastes are contributing to a dynamic cheese category in Ireland.

The

fact that cheese is bought by over 96% of Irish households may lead onlookers to think of this as a stagnant market, but that couldn’t be further from the truth. The Irish cheese market continues to grow and develop, despite its relative saturation, thanks to changing consumer tastes. The result is a dynamic market, which continues to diversify as Irish consumers seek out stronger flavours, speciality cheeses and cheese snacks. The latter sector, in particular, has added considerable value to the cheese sector, with the development of premium adult cheese snacks, joining the already ultra-successful kids products. Overall, the Irish dairy industry produces more than 119,000 tonnes of cheese each year. The main growth sectors include natural slices, grated, processed snacks and speciality cheeses, both imported and domestic, with Irish farmhouse cheeses more than holding their own against continental options.

Low Low has taken the Irish cheese market by storm, driving growth through innovation, convenience and choice for consumers.

Kerry Foods The Low Low brand is one of Ireland’s fastest growing dairy brands. Aligned to the contemporary needs and wants of the Irish consumer, Low Low offers a wide range of dairy spreads, cheese

and yogurts. Low Low’s unique ability to offer healthier, lower in fat foods without compromising on taste is inherent to its success. Low Low started off 2008 with a fresh, new look across the chilled dairy cabinet. With innovative, new zip-lock packaging across the cheddar block range and a new, strong, confident brand mark, Low Low is truly starting the year with a bang. Born out of butter spreads, Low Low’s success continues in the cheese category. Experiencing double digit growth for the past number of years, Low Low now claims the number two

Charleville’s vast range and consistently strong support package have guaranteed its success to date.

RN March08Cheese ●

taste, texture and convenience, is the brand leader in the individually wrapped slices market with a 44% share (Source: ACNielsen, 4th November 2007). The EasiSingles range has just been redesigned with a brand new look in line with core insights to maintain its dominant position and to propel the brand to an even stronger position within the market. The confident new packaging, which communicates great taste The EasiSingles range has just been redesigned with a brand new look to propel through a visual of melting cheese on the brand to an even stronger position within the market. pack, reflects the iconic usage occasion for EasiSingles. spot in the Cheese sector. Low While loved by parents for its Low has taken the Irish cheese convenience and good food market by storm, driving values, the unique ‘meltabiligrowth through innovation, ty’ of the range also reflects convenience and choice for conthe immensely emotional and sumers. appealing aspect of New product development EasiSingles, which is at the is always at the forefront of core of the brand and will be Low Low’s agenda. 2007 saw integrated in all communicaLow Low step outside cheddar tion and support for 2008. and successfully launch Low Available in a range of Low Cream Cheese and Low Original and Light Slices, as Low Brie, giving consumers well as the new Big Chunky more choice in cheese than Block, there will be an ever before. aggressive ATL and NPD Low Low as a brand is From Kerry Foods, three gorgeous new varieties of snack programme to support the heavily invested in and supportsize Brunchettas, from 129 calories per pack. relaunched range in 2008. ed both above- and below-theCombining parents’ ideal of a line. Bespoke TV advertisements healthy, natural lunchbox snack with are heavily aired throughout the children's ideals of fun and enjoycalendar year. In addition, Low Low ment, it is no wonder that Kerry operates an active below-the-line Foods’ Cheestrings brand remains campaign, including in-store promoking in the cheese snacks sector. In tions, sponsorship and PR activity, 2008, Cheestrings will be supported again creating high brand visibility with a €500,000 advertising spend to throughout the year. ensure it remains top-of-mind with Charleville claims leadership of consumers. 16-packs, the latest addithe natural cheese sector and contion to the range, are enjoying the tinues to drive growth in this marfastest growth rates and are the key ket, with a share of 21% and growto maximising sales growth this year. ing at 7%. Charleville’s vast range Finally, Kerry Foods’ Brunchettas and consistently strong support brand combines indulgence and package have guaranteed its success health in adult cheese snacks. Look to date. Charleville boasts a large out for new snack size versions of this portfolio of products, including a sigleading brand, offering consumers a nificant natural block, sliced and delicious anytime snack from 129 grated range as well as a continencalories per pack in three varieties: tal range of Emmental and Gouda, Ploughman's Relish, Red Pepper and to ensure there is an offering for Onion and Soft Cheese and everybody and for all occassions. Cranberry. The Charleville brand will be supported above-the-line throughout the year. Glanbia EasiSingles, loved by families Following the successful launch of The new 16-pack Cheestrings is key to throughout Ireland for its unique Avonmore Slimline Milk and maximising sales in 2008. 82

RN March08Cheese ●

Vitamins A, B, D & F. Both Super and Slimline Grated Cheese are available in new innovative tub format for greater stand-out, and increased convenience and freshness. Also available in re-sealable sliced format, Slimline and Super cheeses provide customers with what they’ve been looking for – mouthwatering cheese without the guilt. Multi-award winning Kilmeaden Cheese has added even more options to its range. Kilmeaden Hand Cut Slices and Grated Mature Cheddar are now available in red and white cheddar varieties, offering the superior quality and unique taste for which Kilmeaden is renowned. Kilmeaden Grated Cheddar has a firm texture with aromatic rich & distinctive flavour, making it ideal for enhancing a variety of food dishes, while Kilmeaden Hand Cut Slices are cut straight from the block. Offering providence based on craftsmanship and a process of maturation guided by a love of producing the finest Irish cheese, the new Kilmeaden varieties are perfect for consumers looking for a Cheddar Cheese with superior quality, award winning taste and convenience. Kilmeaden is the nation’s favourite natural cheddar block and currently claims top spot in the grocery market.

New Kilmeaden Hand Cut Slices and Grated Mature Cheddar are now available in red and white cheddar varieties, offering the superior quality and unique taste for which Kilmeaden is renowned.

Avonmore has launched new Slimline Cheese and Super Cheese to the market, allowing Irish customers to enjoy natural, delicious, convenient cheese full of dietary goodness.

Supermilk, Avonmore has launched new Slimline Cheese and Super Cheese to the market, allowing Irish customers to enjoy natural, delicious, convenient cheese full of dietary goodness. For those unwilling to compromise on taste but looking to cut the fat and/or add vitamins and nutrients to their diet, Slimline Cheese and Super Cheese are ideal. Slimline Cheese has only one quarter of the fat of standard Cheddar Cheese, while Super Cheese is enriched with Calcium, Folic Acid &

Horgan’s Delicatessen Supplies Horgan’s Delicatessen Supplies are specialists and innovators in the sales, marketing and distribution of

Cheesy Facts -

lation of casein, the major milk protein. Casein is coagulated by acid, which is produced through the addition of select microorganisms and/or by coagulating enzymes, resulting in curd formation. Milk may also be acidified by adding food-grade acidulants, which is the process often used in the manufacture of fresh cheese.

Cheese dates back to prehistoric times, although it is debatable whether cheese was actually invented. It more than likely came about when somebody noticed that milk left in a container ends up coagulating, even more if it is hot: the first cheesemaking discovery. Cheese, a concentrated dairy food made from milk, is defined as the fresh or matured product obtained by draining the whey (moisture or serum of original milk) after coagu-

There are hundreds of different types of cheese that can be differentiated both by the type of milk -

raw, skimmed or pasteurised - and by the animal - cow, goat, sheep, buffalo, horse or camel. -

Cheese can be made from whole, 2% low fat, 1% low fat or fat-free milk, or combinations of these milks.

Different ingredients and processes employed during the making and aging of cheese result in a wide variety of available cheeses, each with its own distinct texture and flavour profile.

RN March08Cheese ●

Wexford Cheddar

Boursin, one of the popular speciality cheeses from Horgan’s Delicatessen Supplies.

chilled food products. The company has been a leading supplier of speciality foods to supermarkets, independent retailers, speciality food stores and the food services sector in the Republic of Ireland and Northern Ireland since 1977. Horgan’s Delicatessen Supplies brand portfolio includes the President range, the Castelli range, Boursin, The Laughing Cow, Mini Babybel, Cheez Dippers and Cambozola. The first truly low-fat portion, The Laughing Cow Extra Light offers ”all the taste but none of the waist” - all the goodness and creamy cheese taste

The Laughing Cow Extra Light offers all the goodness and creamy cheese taste that consumers expect from The Laughing Cow, yet with only 3% fat.

Wexford Cheddar, who have recently secured their fourth Gold Medal in a row at the World Cheese Awards, have launched a major national advertising campaign to support the brand. The Wexford farmers who supply milk for the cheese appear in both the press and TV executions. Both Wexford's natural environment and a diet of fresh grass ensure that the milk used to make all varieties of Wexford Cheddar is always of the highest quality. Wexford Cheese was launched in the Irish market in June 2006 and has achieved great success since its launch. Wexford Mild and Creamy is available white and red cheddar in a 200g and 400g block and 200g slices. The Strong & Vintage and Rich & Mature (white and red cheddar) varieties are available in 200g blocks. A unique feature of the brand is its re-closable stay-fresh packs, which in addition to giving the consumer extra convenience and less wastage, ensures the cheese stays fresh for longer. The brand is being supported in 2008 by an advertising, sampling and creative public relations campaign.

that consumers expect from The Laughing Cow, yet with only 3% fat. The Laughing Cow claims the number one position in the Irish processed cheese portions market with a 71% value share (Source: ACNielsen MAT Dec 02/07). The brand has ongoing support above-the-line, with TV advertising, as well as on-going trade promotions. The new ‘devil’ press creative will certainly reinforce the brand’s position as the truly low fat cheese. Horgan’s continuous policy of generating new ideas and marketing innovations is easily demonstrated with examples such as the introduction of the Pick’n’Mix concept for speciality cheeses in retail outlets. This service offers retailers an extensive range of mini-portion packs of cheeses, allowing customers to try different types of cheeses without waste and which are designed for a variety of in-store refrigerated locations. The development by Horgan’s Delicatessen Supplies of the facility to freshly cut cheeses, combined with concept packaging, provides a range of over 150 Wexford Cheddar have launched a major cheeses to suit the requirenational advertising campaign to support the ments of any retail deli-countbrand, which recently won its fourth Gold er, whatever its size. Medal in a row at the World Cheese Awards.

RN March08What’s New ●

Lindemans Early Harvest Wines

State Magazine Launches

LINDEMANS Early Harvest wine is crisp and refreshing, as well as being, on average, 30% lighter in alcohol than most standard wines. Lindemans Early Harvest is ideal for those who love the full taste and body of classic Australian wines, but want to avoid a sluggish start the following day. The Lindemans Early Harvest Semillon Sauvignon Blanc, Shiraz and Rose sit at just 9% alcohol – most significantly, however, they do not compromise on taste. The resulting wines are crisp, light, deliciously refreshing, easy to drink, but still grown up.

Playful Pals THE Natural Confectionery Company has extended its family bag range with the launch of Playful Pals. Children of all ages will love these new Penguin shaped treats, with their unique fluffy foam and jelly combination, in six great flavours, while parents who want a guilt-reduced treat to share with their family can rest easy with The Natural Confectionery Company promise of no artificial colours or flavourings in all their range. The launch of Playful Pals coincides with a new TV ad and a brand partnership with Imaginosity, Ireland’s first children’s interactive museum, based in Dublin.

STATE is a brand new quality Irish monthly music magazine, with emphasis on in-depth coverage of music and popular culture, as well as strong visual impact. State’s content will reflect the best of established music, both in Ireland and internationally, as well as unearthing the finest prospects for the future. All of this will be rolled together with the best and most extensive games, books, film and music reviews ever seen in Ireland, alongside a stunningly fresh, cutting edge design.

Glad Zip ’N Steam Microwaveable Bags QUICK and simple to use, Glad Zip ’N Steam Microwaveable Bags cook food thoroughly and evenly from fresh or frozen, retaining more flavour and goodness than any other cooking method. Consumers don’t even have to wash up afterwards! Combining the taste and nutritional benefits of steam cooking with all the convenience of the microwave, they keep the taste and freshness in. Glad Zip ’N Steam Microwaveable Bags also contain a free recipe booklet inside, available from Irish Merchants Ltd.

Kliklok Packs McVitie’s Jaffa Cakes KLIKLOK-WOODMAN will soon be installing their new high-speed stainless steel cartoning machine, the CELOX, at United Biscuits’ McVitie’s factory in Manchester. Increased production and a need for higher efficiency prompted the requirement for a high performance, fully automatic, end load cartoner to handle single, double & triple packs of the ever-popular McVitie’s Jaffa Cakes. Kliklok will be exhibiting the new CELOX cartoner at the forthcoming Interpack show in Dusseldorf, April 2430, Hall 17, stand A44.

Mi Juice Boost MIWADI’S ready-to-drink Mi Juice Boost is the bee's knees when it comes to choosing a convenient, healthy juice that is the ideal thirst quencher for active children. Mi Juice Boosts are made with a delicious blend of zingy, natural fruit juices that are out of this world. Mi Juice Boosts are packed with vitamins B,C and D, with no added sugar and high juice content, while the brightly coloured packaging, exotic fruity flavours and sports resealable caps make Mi Juice Boosts perfect for providing refreshment for kids whether at playtime or during school breaks.

RN March08Update ●

SuperValu To Sell €30m of Irish Lamb SUPERVALU has announced the arrival of new season Irish lamb, across its network of 186 stores, weeks ahead of the St. Patrick’s and Easter Weekends. In 2008, SuperValu and its network of independent retailers will sell almost €30m worth of Irish lamb, and with this early availability is further extending the Spring lamb season from now until early October.Pictured are (l-r): Eamonn Butler, farmer, and Ian Allen, Category Manager, Fresh Food, Musgrave Retail Partners.

Twink Helps People to Let It Out WHEN the people of Cork were up in arms about the state of GAA in the county, Kleenex gave them an opportunity to “let it out” when the famous blue sofa from the ‘Let It Out’ TV ad campaign paid a visit to Cork. Ireland’s favourite entertainer Adele King, aka Twink, helped Corkonians to release their emotions at Mahon Point SC. Twink is pictured with Red FM’s popular talk show host Victor Barry at the event. Last year Twink became a cult figure thanks to ‘that’ voice mail message in which she Let It Out, so there’s no better person to draw out the feelings of those who joined her on the sofa. Likewise Victor is used to the people of Cork letting it out over the airwaves.

Guinness Host Leinster Rugby Supporters’ Night GUINNESS, a proud partner of Leinster Rugby, recently hosted a 'Leinster Rugby Supporters Night' at the Guinness Storehouse, St James’ Gate, together with special guests Keith Gleeson, Shane Jennings, Leo Cullen, Felipe Contepomi, Stan Wright and Ollie le Roux. The event was MC'd by Leinster's most capped player, Reggie Corrigan. Pictured testing out the Guinness Rugby Kicking Simulator is Leinster out-half Felipe Contepomi. 86

Appointments at Walkers THERE have been a number of key appointments at Walkers Snacks. R u i S i l v a has joined the ROI team from Portugal as General Manager. Rui is responsible for the Walkers, Quaker and Tropicana brands in Ireland. Rui comes from a strong Sales & Marketing background where he led the Grocery Business Channel in Portugal. Grant Rowley recently moved from the UK to take the position of Trading Controller for Ireland, and takes responsibility for the Walkers & Quaker brands. Grant has 15 years experience within Pepsico and has worked in various trading positions in the UK. R o b e r t Vi c t o r y has been appointed Wholesale Account Manager and will be responsible for the Walkers & Quaker brands within this channel. Robert has been with the company for 6 years and has previously worked as Van Sales RSM and Impulse Account Executive. Catherine Hughes has been appointed Impulse Trading Executive working on the Walkers & Quaker Brands. Prior to her appointment, Catherine worked as Grocery BDE in Tesco and Dunnes accounts in the North Leinster area.

RN March08Update ● Walkers Claims Top Spot WALKERS have claimed top spot in the Irish crisp market, with the news that Walkers is the leading crisp and snack brand in the Republic of Ireland (ACN Markettrack: Volume & Value Share, 30 Dec 07). The announcement was made at the 2008 Walkers Annual Conference, which took place at Croke Park recently with the theme, ‘Leading Change’. Walkers’ new General Manager Rui Silva noted that “2008 was a watershed year for the Irish crisp and snacks sector. A new crisps market leader has emerged. That market leader is Walkers.” This achievement was delivered, according to Silva, because of the company’s cohesive and focused approach to developing the market. Rui Silva and other Senior Walkers Personnel are pictured at the Walkers Conference.

Carmen Wines Extend Reserve Range EDWARD Dillon and Co. Ltd have announced new additions to the Carmen Reserve range available in Ireland - Petite Sirah, Merlot and Pinot Noir. Carmen winemaker, Sebastian Labbé was in Dublin to launch the new selection. The Reserve range are made with the best quality hand-picked grapes from the foothills of the Andes Mountains and are all handled with passion and care, producing the consistent, fruit-driven quality associated with Carmen Wines. Pictured are Sebastian Labbé, Carmen Winemaker, with Oonagh Gildea, Marketing Controller, Edward Dillon & Company Limited.

Shabra Group Growing MINISTER for Enterprise, Trade and Employment, Micheál Martin TD, is pictured at the opening of a new €3.7m extension that will provide 35 new jobs at the Shabra Group, the fully integrated recycling, manufacturing and supply company, in Castleblayney, Co Monaghan. Also pictured are Rita Shah, Managing Director, Shabra Group, and Frank Ryan, CEO, Enterprise Ireland.

Powers Honours Racing Legends POWERS Whiskey Irish Grand National racing legends were honoured at a reception in the world renowned Village at Lyons Restaurant in Celbridge recently. Irelands horse racing fraternity came together to honour a number of their peers at this special function to celebrate their great Powers Whiskey Irish Grand National achievements down through the years. Powers Whiskey’s commitment to horse racing is highlighted through its sponsorship of the Powers Whiskey Irish Grand National, the most valuable steeplechase in Ireland as well as one of Ireland’s great sporting occasions. Pictured at the event are John Tolan, Senior Brand Manager, Powers Whiskey, with the Legends of the Turf, including Ruby Walsh, Tom Taaffe, Paul Carberry, Ted Walsh, Jim Dreaper, Martin Maloney and son Peter Maloney, Guy Williams, Willie Robinson and Arthur Moore. 87

RN March08Shelf Life ●

Shelf Life RTE's Kathryn Thomas, presenter of the hit travel show, No Frontiers, and IFTA Television Personality of the Year, announced the details for 2008 Flora Women's Mini Marathon, recently, with the event taking place on Bank Holiday Monday, June 2. Kathryn is encouraging women from all over Ireland to get active by taking part in this hugely popular, 10 kilometre event which attracts over 40,000 participants each year. 2008 will mark the 26th year of the Women's Mini Marathon, and the fifth year that Flora has been involved as title sponsor. Flora's sponsorship to date has proved hugely successful, with a record number of entrants and an unprecedented amount of funds being raised for charity. For further information, log onto www.florawomensminimarathon.ie BIC is launching its first ever lighter television campaign in Ireland, to build awareness about the new lighter legislation which came into place on March 11. BIC has been actively encouraging retailers to ensure that all cigarette lighters on display for sale are child-resistant(1) and ISO 9994 compliant, and is now bringing this important subject to the attention of consumers. The advertisements remind consumers of the dangers that can be averted if they invest in high quality, safe lighters. CONO Sur Winery, distributed by FindlaterGrants, is the first wine producer in the world to obtain CarbonNeutral delivery status. After completing the rigorous process involved, the winery has obtained the CarbonNeutral delivery status on all its global exports of Cono Sur. The Chilean wine producer, renowned for its winemaking excellence, environmentally-friendly production and innovative spirit, will carry the CarbonNeutral logo on its products.

POSTPOINT, Ireland’s leading e-transactions provider with a network of 3,000 retailers nationwide, is currently investing a seven figure sum to expand its range of products and services and to provide new state-of-the-art terminals to retailers. PostPoint is a subsidiary of the new retail bank Postbank. This expansion of product and service offering will be hugely valuable to retailers, with PostPoint facilitating more than a half a million transactions through its network every week. The new services include gift cards from the Gift Voucher Shop, the introduction of Tesco Mobile as a network provider and the addition of ESB Customer Supply Bill to its bill payment suite.

CLAIRE Coleman has taken up the position of Senior Account Manager at Sopexa Ireland, replacing Linda Forde who has moved on to pursue other interests. Claire has spent much of her career working in the drinks industry in both Ireland and France, gaining experience in exports and marketing. She has also spent time with a market research company in France.

STOREFIT Shopfitters Ltd have announced the appointment of Tim Harrington as Business Development Manager. Tim will be based in their Dublin office, and will have responsibility for the future sales growth of the company. Prior to this appointment Tim held the position of Group Development Manager with ADM Londis, where he was employed for the last seven years.

ALL tea and coffee served in the Dáil and Seanad is to be switched to Fairtrade Mark-sourced products. The Dáil’s conversion to Fairtrade is one of the first steps in implementing a commitment that government departments and state agencies, as well as local authorities, will source goods on Fairtrade terms wherever possible. 88

RETAIL NEWS wishes to acknowledge an error in the January/February issue, which led to some of the wrong text appearing in our Cheese feature. This was a case of human error and we would like to apologise to the companies involved for any offence caused.

LUCOZADE embraced the eye-catching creative potential of Luas Columns by fully wrapping them at selected Luas stations in February. Column wraps proved to be a perfect fit for this client as their current ‘Energy Charger’ campaign features Lucozade cans shaped like batteries. These towering structures became a talking point among commuters on the Luas and the instantly recognisable Lucozade branding worked brilliantly in this unique outdoor advertising format. Pictured at one of the Sandyford Luas columns are Albi Larkin, Account Manager, PML; Ross Molloy, Account Planner, Mediacom; Sile Duggan, Marketing Executive, JCDecaux; and Evan Casey, Key Account Executive, JCDecaux.

by promoting your business in the Irish Language Is é ról Fhoras na Gaeilge ná gach gné de chuid na Gaeilge a chur chun cinn, go háirithe san earnáil ghnó phríobháideach agus buntáistí uathúla na teanga a fhorbairt. Is féidir le do ghnó-sa leas a bhaint as tacaíocht airgid le haghaidh comharthaíochta agus ábhair chorparáideacha i nGaeilge nó ar bhonn dátheangach, bíodh sé i réimse an Fháilteachais, na Táirgeachta nó i gcás Seirbhísí Proifisiúnta nó Seirbhísí Miondíola atá do ghnó-sa. Le cuidiú na comharthaíochta agus ábhair eile, is féidir leat an BUNTÁISTE a fháil ar d’iomaitheoirí.

At Foras na Gaeilge we’re here to promote all aspects of the Irish language and help the private business sector utilise it’s unique and advantageous marketing qualities. Now your business can sign up to financial assistance for external, internal and corporate Irish/bilingual graphics, whether you are in Hospitality, Production, Professional, or Retail Services. From shop front signage to interior or electronic graphics, you can make your business STAND OUT from the competitors.

SCÉIM CHOMHARTHAÍOCHTA DÁTHEANGAÍ/GAEILGE Irish Language/Bilingual Signage Scheme (Business External Signage) SCÉIM D’ÁBHAIR DHÁTHEANGACHA/GHAEILGE Bilingual/Irish Language Materials’ Scheme (Printed & Electronic Materials) Tá scéimeanna tacaíochta airgeadais ar fáil d’Fhiontair Bheaga agus Mheánmhéide. Cuirfear fáilte roimh iarratais ó Ghaeilgeoirí agus ó Bhéarlóirí araon. Chun eolas a fháil ar conas an deis ghnó nuálach seo a thapú, déan teagmháil le:

Financial Assistance Schemes are available to all SMEs. You don’t need to speak Irish to avail of these schemes. To find out more, simply contact:

Áine Seoighe, An Rannóg Pobail & Gnó, Foras na Gaeilge T: +353 1 639 8404 E: gno@forasnagaeilge.ie

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