Retail News May 2010

May 2010

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May10Contents

■ inside view

Summer Living IT seems hard to believe but summer is officially here, not that you’d have realised it with the weather for most of May, and we’re long overdue a decent sunny season.

Inside, you’ll find our annual Summer Drinks special, focusing on the beers, ciders, wines, spirits, bottled waters, energy and soft drinks guaranteed to fly off your shelves and coolers this season (Page 22-39). We also speak exclusively to Michael Merrins, MD of Bulmers Ltd, about the impact of the recession on Ireland’s drinks industry and the spirit of innovation at our biggest cider brand (Page 18).

With the advent of the World Cup (Page 46) and the official arrival of barbeque season (Page 50), this month’s RETAIL NEWS focuses on the hottest brands to stock for sizzling sales this summer, from pizzas.and snack foods to paninis, baps and cracking barbeque sauces. Of course, al fresco dining is about more than barbeques alone, so we also examine the top salads and dressings on the Irish market (Page 56).

This summer also brings a big change in food waste regulations, with retail outlets who produce more than 50kg of food waste per week obliged to source segregate their waste from July 1. You’ll find a guide to the new regulations on Page 42, as well as advice from Food Surplus Management (FSM), who specialise in recovery and recycling of short dated and out of date products and packaging for the manufacturing, wholesale and retail food and drinks industry.

Meanwhile, our comprehensive News section (Page 4-9) includes the results of a JTI Ireland survey into Ireland’s illegal tobacco market, an RGDATA report on the value of Ireland’s independent grocery sector, and the good news that the exodus of Irish shoppers across the border seems to be slowing down.

“Over 53 years serving the Irish Kathleen Belton, Editorial & Marketing Director

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

Lipton to host first live fashion shows at Taste of Dublin 2010.

Models Vogue Williams and Georgia Salpa announce details of the Lipton Fruit and Herbal ‘Drink Gorgeous Garden party’ at this year’s Taste of Dublin, which will include the first ever live fashion shows to be hosted at the festival.

The clothes featured will be inspired by the 7 Lipton flavours including the new Forest Fruits and Pink Citrus flavours launched today.

Lipton launched two new additions to the Lipton Fruit & Herbal tea range and announced details of its ‘Drink Gorgeous Garden Party’ at this year’s Taste of Dublin festival. The new Forest Fruits and Pink Citrus flavours will tantalise the taste buds for the ultimate summer refreshment.

The ‘Lipton Drink Gorgeous Garden Party’ at Taste of Dublin, from 10th – 13th June, will see the first ever live catwalk fashion shows at the event, featuring fabulous clothes from leading Irish boutiques inspired by the 7 Lipton flavours. A mixologist will serve up an exclusive Lipton Blush cocktail which will only be available to sample at Taste of Dublin to a backdrop of funky beats from the Lipton house DJ. Mixologists will also be demonstrating how to make Lipton Red Fruit Cosmos and Lipton Peppermint Mojitos to try at home!

Grainne Galvin, Brand Manager, Lipton commented, “We are delighted that Lipton is the first brand to introduce live fashion shows to Taste of Dublin. Fashion is at the heart of the Lipton Fruit and Herbal range and this is the first of a number of exciting fashion themed activities we’ll be introducing as part of the drink gorgeous campaign. The Lipton Fruit and Herbal range has been really popular with consumers since its launch in June last year and we are really excited about the addition of these 2 new flavours to the range.”

Lipton Fruit & Herbal teas contain real pieces of luscious fruit, refreshing herbs and aromatic spices and are naturally caffeine free offering light and satisfying refreshment. The pyramid bag provides perfect conditions for fresh, juicy, fruit flavours to combine with other delicious ingredients – ensuring every cup is brimming with tantalising taste.

The Lipton Fruit & Herbal teas are available in 7 variants including Red Fruit, Pink Citrus, Forest Fruits, Crushed Peppermint, Lemon & Ginger, Morocco and Alps.

Lipton Fruit & Herbal teas are available in all major retailers nationwide with a recommended selling price of €1.55

7 $ 5 $

Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2.

Tel: (01) 2413095. Fax: (01) 2413010.

Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Subscription to Retail News: €95 plus VAT Email: tracy@tarapublishingco.com Origination by: Rooney Media Graphics

LIPTON GETS FRUITY WITH NEW PINK CITRUS AND FOREST FRUITS FLAVOURS

Printed by: Future Print

For further information on Lipton Fruit & Herbal teas go to: www.facebook.com/lipton.ireland or visit www.lipton.ie

Reproduction without written permission is strictly prohibited.

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May10Contents

Contents May 2010

News 4Slowdown in Shopper Exodus to North; New Facilitator for Grocery Code of Practice; Shrinkage Survey Places Ireland 22nd.

5Scally’s Named SuperValu of the Year; Jacob Fruitfield Chief Honoured.

Retail News Interview 18Michael Merrins,

Food Waste Regulations 42July 1 sees the intro-

Managing Director, Bulmers Ltd, on the effects of the recession on the Irish drinks industry, the massive successes of the Bulmers brand and their continued focus on innovation.

duction of new Food Waste Regulations which require retailers producing more than 50kg of food waste per week to source segregate all food waste for separate collection.

6Illegal Tobacco Trade Costing Retailers €692m.

SuperValu Quality Awards 45A record number

7Spot Checks by Revenue on the Way; Retailers Accused of Short-Changing Staff.

8RGDATA Quantifies Economic Impact of Local Grocers.

SHOP 2010 15SHOP 2010, which takes place at the RDS, Dublin, from September 28-30, will showcase the latest innovations and products the Irish market has to offer.

22 Summer Drinks 22As the summer takes

of SuperValu retailers have been presented with SuperValu Quality Awards, which are independently audited by the Excellence Ireland Quality Association.

hold, we focus on the big brands across the Energy & Soft Drinks, Bottled Water, Wines & Spirits, and Beer & Cider sectors.

Shop Profile 16Dave McLean and Keith

easyFairs® PACKAGING IRELAND 40easyFairs® PACKAGING

Harford’s new Daybreak store in Lucan, Co. Dublin, is thriving, thanks to the right focus on price and quality.

IRELAND takes place at the RDS, Dublin, on June 16 and 17, offering retailers the change to discover innovative packaging solutions.

Write Up My Street 55X Factor stars Jedward launched the 2010 Londis ‘Write Up My Street’ initiative in aid of Barnardos.

60 ADM Londis Store of the Year 60Ray and Maura Keating’s Londis Plus in Cobh, County Cork, was the winner of the 2009 ADM Londis Store of the Year.

Shelf Life 72All the latest news and gossip from the trade.

Regulars 10 Industry News 68 Drinks News 69 Update World Cup 46With World Cup fever about to hit our TV screens, this summer is all about entertaining at home. We highlight the big brands, guaranteed to score with consumers.

71 What’s New Sectoral Reports 50 Summer Living: BBQ 56 Salads & Dressings 62 Tobacco Products 3

May10News

Slowdown in Shopper Exodus to North

FEWER shoppers are crossing the border into Northern Ireland to buy goods, a new report reveals. In the first three months of 2010, footfall to Northern Irish high streets and shopping centres fell by almost 6% over the same period last year. Meanwhile footfall in the Republic is improving, Paul Slevin, Head of Sales and Marketing with Experian, told RETAIL NEWS. “During the first quarter, southern Irish retailers extended sales and increased the level of sales,” he said.

“This was helped by the currencies levelling off and the reduction in VAT. Many reasons why consumers travelled across the border are gone, we believe. It’s just not worth the journey any more.”

According to Experian’s Journal of Cross Border Studies in Ireland, footfall to the north was down 8.3% in January, 4.3% in February and 4.6% in March.

Footfall in the south increased by 1% in February and 0.4% in March. Slevin claims the January footfall is partly attributed to the bad weather - snow kept consumers housebound - but the trend continued throughout February and March, suggesting a shift in consumer behaviour. Price considerations are probably the main reason southern shoppers are staying closer to home.

“The reason people travelled north of the border was price,” said Slevin.

“Dunnes’ share of the liquor market has jumped through the roof: duty was a big element as to why people crossed the border. If retailers are reducing their 4

prices, it becomes a harder decision to make that journey north.”

Governmental budgetary decisions may have helped. Over the last couple of years, southern shoppers took advantage of the weak pound and lower VAT rate in the UK. Minister Brian Lenihan’s decision to cut VAT and excise rates, while the UK government raised theirs, created a more level playing field. Large retailers, such as Dunnes and Tesco, claim their border stores are up 20-30% in sales, while the CSO’s recent Retail Sales Index statistics suggest the decline in the rate of sales volume is easing.

“Following a prolonged two-year period of rapidly deteriorating retail

REI Chief Executive, David Fitzsimons.

sales, the industry is now experiencing more modified decline. Many operators claim the industry has reached the bottom,” said David Fitzsimons, Chief Executive of Retail Excellence Ireland.

“Notwithstanding the fact that this modified decline is set against weak sales figures in 2009, the numbers are moving steadily in the right direction.”

The shopping exodus was never likely to be a long term problem, since consumers have always sought bargains across the border. Southern shoppers

spent €435m in Northern Ireland in the year to April 2009, costing the Irish government around €45m in VAT and €25m in excise, according to the Journal of Cross Border Studies in Ireland. But money also came south: cross-border tourist spending was in the Republic’s favour. Furthermore, Northern drivers spent over €23m on petrol in the Republic.

New Facilitator for Grocery Code of Practice A NEW facilitator has been appointed for Ireland’s Grocery Code of Practice, after the withdrawal of David Byrne, the former Attorney General and European Commissioner, from the position. Minister for Enterprise, Trade and Employment, Batt O’Keeffe TD, has handed the role to John Travers, the former Chief Executive of Forfás. Travers will talk to relevant stakeholders over the months ahead in order to flesh out a voluntary code. Although Byrne was expected to report recommendations by the end of the summer, the new facilitator is not expected to complete his task until “later this year”.

Shrinkage Survey Places Ireland 22nd IRISH retailers lost €450m in 2009 to shoplifting, fraud and waste.

Ireland is ranked 22nd in a survey of 41 countries that include Britain, the US, Australia and India, in the 2009 Global Retail Theft Barometer.

According to the survey, razor blades, DVDs and CDs, cosmetics and skincare, are amongst the most commonly shoplifted items.

May10News

Scally’s Named SuperValu of the Year SCALLY’S SuperValu, located in the heart of Clonakilty in West Cork, has been named SuperValu of the Year 2010.

Over 192 SuperValu stores throughout the country were adjudicated by independent competition judge, Paul O’Sullivan, Director of the College of Business at Dublin Institute of Technology. These audits focused on customer care, store presentation, fresh food offering, product range, operational standards, store hygiene and local community involvement.

Commenting on the award, store owner, Eugene Scally paid tribute to his team and said that their constant dedication and professional approach was what won the award for the Clonakility store.

“I believe that the great-

est asset of any business is the people who work in it and our business is as good as it is today due to the tremendous team that I have in my store,” he noted. “Our dedicated workforce, some that have been with me for over 20 years, all strive towards one goal, which is providing the best value, service and range for our customers. ‘Real Food Real People’ is more than just a phrase for us here in Clonakility: it is something we strive to deliver every day. We are delighted that we have been recognised for our efforts, not only by our customers but by our colleagues throughout the SuperValu network.”

Congratulating Scally’s SuperValu, Donal Horgan, Managing Director, SuperValu said, “Scally’s SuperValu has superb food credentials and is well

Jacob Fruitfield Chief Honoured MICHAEL Carey, Executive Chairman of Jacob Fruitfield Food Group and Aidan Heavey, CEO of Tullow Oil, were named UCD Business Alumni of the Year recently. The awards, which are the highest honour UCD School of Business can bestow on a graduate, recognise alumni that have demonstrated proven leadership skills, notable achievement in business and a significant contribution to the community, whether in Ireland or abroad.

Eugene and Catriona Scally are pictured receiving the SuperValu of the Year 2010 Award from Donal Horgan, Managing Director, SuperValu, Ciaran Levis, Sales Director, SuperValu and Shane Nolan, Corporate Markets General Manager, Eircom, competition sponsors.

known in West Cork for its fresh meat, its BIM’s Best Seafood Counter, its in-store scratch bakery, the longest cheese counter in Ireland and a fresh food selection which is unrivalled in the market. It is a perfect example of a supermarket that continuously goes that extra mile by supporting their local

producers and providing its customers with a product range unmatched by any competitor in the market.

This award is a testament to the hard work and absolute commitment of the team at Scally’s, who always strive to provide their customers with a unique shopping experience.”

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Executive Chairman of Jacob Fruitfield, Michael Carey (right) and CEO of Tullow Oil, Aidan Heavey: UCD Business Alumni of the Year.

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May10News

Illegal Tobacco Trade Costing Retailers €692m RETAILERS lost €692m to the counterfeit cigarette trade in Ireland last year, a new report reveals. Cigarette manufacturer JTI Ireland consulted numerous industry representatives as part of its Illicit Tobacco Trade Annual Review 2009, including the Minister for Finance, Revenue Customs Service, An Garda Síochána, Retailers Against Smuggling (RAS) and the International Operators, Market and Street Traders (IOMST).

Vincent Jennings, Chief Executive of the Convenience Stores and Newsagents Associations (CSNA), was asked to give a retail perspective on smuggling for the report, which states that nine retailers were investigated by customs last year for selling illegal cigarettes.

“We ceased trading with a retailer in August, 2009,” Cheryl Cullen, JTI Ireland spokesperson, told RETAIL NEWS. “That was an unprecedented move for a tobacco company. Thankfully, the majority of retailers are law-abiding.

The retail chain hasn’t really been infiltrated, but we’re aware it can happen.

Customs and excise take precautions by doing test purchases to see if any shops are selling counterfeit tobacco.”

In 2008, 20% of all tobacco consumed in Ireland evaded excise duty, increasing to 29% by the end of 2009. Retailers, however, appear to be a minor part of the problem, said Vincent Jennings, speaking to RETAIL NEWS.

Vincent Jennings, CSNA Chief Executive.

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“Manufacturers know that 99.9% of the product sold through retail is genuine product, sourced either directly or through cash and carries,” he noted. “But they are concerned, and rightly so, there might be slippage. For them, the brand and the integrity of the brand is everything: no different to any other brand holder. They will fight tooth and nail to sustain the integrity of their brand.”

Not only are manufacturers such as JTI losing earnings to the illegitimate trade, but their brand identity can also be damaged. 60% of all tobacco smuggled into Ireland last year was counterfeit.

“The counterfeiters have become a lot more sophisticated,” said Cheryl Cullen. “The packaging looks very similar to the legitimate product. The composition of the cigarette is not the same at all. The legitimate trade complies with strict rules and regulations. Then, when fake cigarettes are produced, there is no quality control. That is why we are constantly pushing for more political will to do something about this.”

Tobacco manufacturers have invested heavily in tackling illicit cigarette sales. JTI, for example, pledged to invest $400m over 15 years, to help fight smuggling. In Ireland, however, the industry claim their efforts have been hampered by the high price of tobacco. A packet of 20 cigarettes currently retails for around €8.45. “It is a very easy way of achieving revenue. You don’t have to do a single thing: one flash of a pen, and there you go, you have an extra €30m or €40m,” said Jennings.

The CSNA Chief Executive believes the high price of cigarettes gives smugglers the opportunity to make more per carton - €4 or €4.50 - than in jurisdictions where the RRP is lower. Ireland promises big returns for tobacco smugglers. “This is where I diverge from those people who are interested in tobacco control: [anti-smoking group] ASH Ireland, the Cancer Society and the Office of Tobacco Control,” said Jennings. “They take a fanciful notion that you can drive the price up and smuggling isn’t necessarily affected.”

There are signs, however, that Government may be taking notice.

Minister for Finance, Brian Lenihan TD, did not increase the excise on cigarettes in last December’s budget, and he stated as part of JTI’s Review: “I did not increase the excise duty on tobacco products in my December Budget as I believe the high price is contributing to increased cigarette smuggling.”

Some commentators also claim more could be done to catch the contraband when it comes into the country. In 2009, customs seized 218.5m cigarettes, valued at over €92m. In April, €3m of black market would-be Marlboros were seized at Dublin Port. Nevertheless, the Irish Tobacco Manufacturers’ Advisory Committee (ITMAC) believes Ireland could lose €616m in taxes in 2010 because of cigarette smuggling.

Jennings has called for mobile scanners to be introduced at every shipping port, giving the customs added opportunity to catch smugglers. Despite the lack of resources, he is pleased that authorities are finally recognising illicit tobacco sales as a problem.

“Since the Revenue Commissioners took a direct interest in this, the approach from the state is noticeable,” he said. “Previously, it was difficult for them to accept that tobacco deserved assistance. For countless years, it has almost been like the elephant in the room. You simply didn’t talk about it, because to do so was considered protobacco”.

May10News

Spot Checks by Revenue on the Way THE Revenue Commissioners are planning a series of spot checks in retail outlets across Ireland. As part of the checks, anonymous Revenue workers will carry out test purchases to ensure cash is not being pocketed, testing cash registers and other Electronic Point of Sale systems. The Revenue will also interview employees to ensure they are legitimate.

The Revenue claim these spot checks are intended to uncover unregistered companies and businesses that trade in cash. In 2009, 12,419 audits of companies and individuals amounted to €602m in unpaid taxes, but while previous spot checks concentrated on particular industries or professions, these checks will concentrate on streets and towns.

Speaking to R ETAIL N EWS , Michelle Carroll, Revenue Press Officer, said: “Expertise on cash registers has been brought to bear on whole street, or whole town, cash businesses. As part of these nationwide programmes, every cash business in an area, including retailers, is visited, sometimes without prior announcement.”

Revenue representatives have conducted research into cash registers to understand how they operate. Retailers, however, are not the only targets. “While the main focus of real time activity is on businesses that use cash registers, all sectors that have cash receipts are monitored.

This includes professionals such as doctors, veterinary surgeons, etc.” said Carroll.

Retailers Accused of Short-Changing Staff RETAIL firms are using the recession as a smokescreen for profit, forcing pay cuts, unnecessary redundancies and reduced conditions, a union has claimed. Mandate Trade Union says staff wages have been cut by as much as €100, while public holiday pay and Sunday allowances have been reduced. The retail industry’s flexible contracts and working hours have helped employers make these decisions, Gerry Light, Mandate Assistant General Secretary, told RETAIL NEWS. “Flexibility is at the behest of the employers, to use in whichever way they deem appropriate: mostly the span of the daily and weekly hours. There are a range of different contract arrangements that allow an employer, at the stroke of a pen, to reduce weekly earning power by up to 50%,” Light said. “The current wages rates are not excessive. The first thing to do is to protect the hourly rate, but if the employer has the ability to reduce the number of hours in the week, it is a false victory.”

The union has targeted a leading grocery store, which wants to suspend late night, early morning, and overtime allowances. Another company has reportedly begun a redundancy scheme, replacing workers on a higher pay scale with workers on a lower pay scale.

The company then sought 60% of payment costs in a rebate from state social insurance funds.

“The company in question is Gerry Light, Mandate profitable and continues to be Assistant General Secretary. so,” said Light. “But it’s obvious what is going on there: wage displacement. People at the top end of the pay scale were claiming it is a voluntary redundancy scheme. People are availing of it. No profitable company should initiate a redundancy programme that is not absolutely essential and necessary for the survival of the business.”

However, retailers might claim that in a recession, wage cuts and redundancies are necessary. Everyone is making cut-backs, so surely this comes with the economic turf? Light says Mandate’s deal with Superquinn in 2009, which initiated a voluntary severance package for 394 workers, proved

the union’s willingness to enter negotiations with companies.

“The problem we have is people who are trying to jump on the bandwagon in an opportunistic fashion,” he said, adding that wage cuts are perpetuating the recession.

“One could make the argument that not only does the exchequer have to take the hit in respect of covering 60% of the redundancy cost, but we are essentially moving people from work to welfare,” he said. “Retail requires a certain amount of consumer confidence, right across the spectrum, whether in food or non-food. We have pointed at those realities and the dangers that are implicit in such an approach. There is only one motive at play here: the protection and maintenance of excessive levels of profit.”

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May10News

RGDATA Quantifies Economic Impact of Local Grocers In a report commissioned by RGDATA, leading economist Jim Power has calculated the contribution of the independent retail grocery sector to the national economy at €4.78 billion annually, equivalent to 3.6% of GNP. Power also notes the strong contribution made by family grocers to employment, with 95,000 people working in local family owned and run shops.

The report also identifies 13 measures that it claims the Government needs to look at to preserve retail employment and keep local, familyowned stores open. In particular, it identifies and calculates the compliance cost of almost 40 separate “regulatory impositions” that retailers have to meet on a daily basis.

Power estimates that the cost of compliance adds an extra €26m to the overheads of retailers each year, and that retailers spend the equivalent of at least one full working week each year filling in forms and dealing with compliance issues.

According to the Report, the retail sector has borne the brunt of the recession, with sales and volumes badly hit by decreased consumer spending, which has resulted in the lost of 24,700 jobs in retail shops over the last year, equivalent to one in four people currently working in the retail grocery sector.

The recession has also led to store closures, with smaller shops being affected most. In the first 10 months of 2009, the retail sector accounted for 15.5% of total insolvencies, placing it closely behind the construction sector.

Speaking at the launch of the Report, Power called for “increased attention and support from Government” for the independent retail grocery sector: “This sector needs to be accorded proper support from the state development agencies, given the scale of the contribution that it makes, and the state needs to take active steps to reduce the regulatory burden imposed on the trade.”

“It is refreshing to have a mainstream economic commentator recognise the valuable contribution that the independent grocery trade makes to the national economy,” commented Tara Buckley, RGDATA Director General.

“At a local and national level, family shops are key stakeholders in their com8

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RGDATA Director General, Tara Buckley.

munities and are operating in a very difficult environment, bearing the brunt of the recession.

“This Report outlines the current state of the trade and indicates some concrete measures that Government can take to support and encourage this important sector. RGDATA will be lobbying strongly to ensure that the recommendations of this Report are acted upon by Government.”

The Report calls for immediate action from Government in the following areas: -

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The abolition of the JLC mechanism for fixing wages in the grocery sector and its replacement by the National Minimum Wage, claiming that “the present mechanism puts retail grocery rates up to 25% higher than the National Minimum Wage”.

Greater regulatory controls over the large multiples and large suppliers to address abusive or discriminatory behaviour impacting on family shops.

The strengthening of the Retail Planning Guidelines and new controls on out-of-town parking.

A sharp reduction in the regulatory burden for retailers, with a rationalisation of compliance obligations and the consolidation of regulatory agencies.

A wider revenue base for local authorities with a value for money review of local authority charges.

A renewed focus on the effects of cross-border shopping and a clampdown on illegal purchases by traders.

Stronger enforcement of the planning and casual trading laws.

A mechanism for reducing current high rental charges.

Extension of state supports to the retail grocery sector, which is currently outside the support structure of the County Enterprise Boards and Leader Partnerships.

An RGDATA delegation, including President John Foy, Director General Tara Buckley and economist Jim Power, recently attended the Joint Committee on Economic & Regulatory Affairs to discuss the regulatory burden on local shops and the recommendations from the Power Report.

Planning Ahead PLANS have been dashed for a new supermarket complex in Castlerea, after authorities called it an undesirable out-oftown development. The proposed development included room for a self-service convenience supermarket, 117 car parking spaces, and an off-license. The appeal was initiated after RGDATA argued the proposal did not comply with the Retail Planning Guidelines.

Better news, though, for a new commercial development on Achill Island. The site, at Achill Sound, will include retail outlets, 16 apartments, two houses, and a boardwalk by the shore, and was given the thumbs up from An Bord Pleanála.

Meanwhile, size matters for retail developments in Limerick, Clare and North Tipperary. Local authorities in the midwest region want to stop an increase in floor space, except when projects are undergoing redevelopment. Tesco Ireland has claimed such restrictions will cost in the region of €100m in lost capital investment and a further loss of 700 potential jobs.

May10Industry

News

Topaz Raises €75,000 for UNICEF PICTURED are five year old Molly Murray from Dublin and Isabelle Hartley, Topaz head office, encouraging customers to support the company’s very successful ‘Help Us to Help Haiti” campaign. Over the last couple of months Topaz placed collection buckets in over 100 company owned sites and selected dealer sites all over the country, and

SuperValu to Sell €500,000 of Irish Rhubarb SUPERVALU will account for approximately €500,000 worth of fresh Irish rhubarb sales this year. SuperValu stores expect to sell in excess of 250,000 units this year, with rhubarb bunches retailing at €2 each, with the first new season Irish rhubarb now available in over 194 SuperValu stores throughout Ireland. Three local Irish growers hold the contract to supply Irish rhubarb to SuperValu: Coolmore Market Gardens, Carrigaline, Co. Cork; Jim Rooney, Skerries, Co. Dublin; and Derek Ryan, Oldtown, Co. Dublin. This is part of SuperValu’s strategy to source 100% Irish fresh produce where possible.

The rhubarb is picked and packed by order every day, to be delivered onto shelves in SuperValu within 24 hours of harvesting. Pictured at the announcement is Yasmin Kelly, aged 10, from Dublin.

the campaign raised €75,000 for UNICEF Ireland’s Emergency Appeal for the children of Haiti.

Neil Jordan Joins Hennessy X.O Literary Awards Hall of Fame ONE of Ireland’s most prominent literary characters, Sligo-born Neil Jordan was inducted into the Hennessy X.O Literary Awards Hall of Fame recently. Now in their 39th year, the Hennessy X.O Literary Awards are unique awards that espouse the importance of Irish literature in the fabric of Irish life. The prestigious 2009 Hennessy X.O New Irish Writer Award was presented to Madeleine D’Arcy, winner of the First Fiction category, for her short story, ‘Is This Like Scotland?’ Other Awards presented on the night included Emerging Fiction to Michael O’Higgins for his short story, ‘The Migration’; and Emerging Poetry to Corkborn Olive Broderick for her poems, ‘Misconception’ and ‘Market Forces’. Neil Jordan is pictured at the Hennessy X.O Literary Awards, with his daughter Anna.

Walkers TV Now Awards THE Walkers TV Now Awards, which honour the best shows and stars on Irish TV, returned to Dublin’s Mansion House on May 22, where a host of stars from Irish TV and the most popular British soaps came together for a glittering, black tie ceremony. The excitement reached fever pitch as the winners of the 17 different categories were announced, all but one of which are voted for by the Irish public. Viewers were asked to vote for their favourite soap stars, Irish shows, and male and female presenters. In addition, Walkers introduced a new award for 2010 - the Walkers Favourite Soap Family award. Pictured at the launch of the Walkers TV Now Awards are: Joanne Fox, Walkers Marketing; Michael O’Doherty, Publisher, TV Now Magazine; Vivienne Connelly; and Donna Byrne, Walkers Marketing.

William Grant to Acquire C&C’s Spirits Business PREMIUM spirits business and independent family distillers, William Grant & Sons Holdings Ltd, has entered into a binding agreement for the purchase of the shares and assets of C&C Group plc’s spirits and liqueur business for €300m. The purchase will include the C&C portfolio of Irish spirits and liqueur brands: Tullamore Dew, Carolans, Frangelico and Irish Mist. C&C Group is required to obtain 10

shareholder approval for the disposal. Subject to that condition, it is expected that the transaction will be completed on June 20, 2010. According to Stella David, Chief Executive Officer of William Grant & Sons, the company have been looking to further develop their non-Scotch portfolio: “Irish whiskey is a natural fit and C&C’s spirits business provides a unique opportunity to acquire a number of significant brands and enter the highly desirable and dynamic Irish whiskey category.”

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May10Industry

News

Sporting Legends Unite for Heineken Star Saturday

Setting the Mood

JOHN Sheehan, MD of Mood Media, is pictured with Mark Gould, Head of Retail for Telefonica O2 Ireland, checking out the new in-store digital displays at O2’s flagship store on Grafton Street. Mood Media digital display screens were installed in 72 O2 stores nationwide, with some stores using as many as nine of the 42” screens, allowing O2 to play the branded music channel, graphic animations and audio adverts developed

by Mood Media for O2. Mood Media systems are already found in over 2,000 retail outlets in Ireland, including Tesco and SuperValu stores, Topaz stations, Unicare Pharmacies and Sherry Fitzgerald offices nationwide.

New Commercial Director at Premier Foods PREMIER Foods Ireland (PFI) has announced the appointment of Steven Jones as its new Commercial Director.

Steven joins PFI from the role of Commercial Director at Heineken NI and brings with him significant experience of the Irish and UK food and drink markets, having also worked for Beamish and Crawford, Scottish and Newcastle and PepsiCo. Steven will be responsible for leading the Irish business, headquartered in Blanchardstown and employing some 55 people. The Premier Foods Ireland brand portfolio comprises many long-standing family favourites, including Ambrosia, Erin, Gateaux, Mr Kipling, Chivers, McDonnells, Loyd Grossman and Hartley’s.

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HEINEKEN united two of Ireland’s biggest sporting heroes, the new Heineken Star Saturday ambassadors, Manchester United legend and Champions League winner Denis Irwin and Heineken Cup winning Munster champion Anthony ‘Axel’ Foley, to officially launch Heineken Star Saturday, when two of the world’s most heralded soccer and rugby finals took place on May 22. Heineken, the official sponsor of the UEFA Champions League and the Heineken Cup, celebrated both tournament finals on one ultimate day, Heineken Star Saturday, May 22. Pictured are Anthony Foley; Aisling O’Brien, Heineken Sponsorships Brand Manager; Denis Irwin and Pat Maher, National Events & Sponsorship Manager.

SuperValu Supports Irish Vegetable Growers SUPERVALU will account for approximately €3.5m worth of Irish pepper and tomato sales this year. The first of this season’s Irish peppers reached SuperValu’s 192 stores nationwide on April 7, and the first Irish tomatoes arrived on April 12. SuperValu will source the peppers from Martin Flynn of Rush, Co. Dublin, and the tomatoes will be supplied by Jarlett Brett from Swords, Co. Dublin, and David Currid from Ballygunner, Co. Waterford. “This announcement is testament to our continued support for Irish food suppliers,” commented Ian Allen, Category Manager, SuperValu.

“We know that when given the choice, consumers will opt for Irish produce, particularly when it comes to fresh vegetables.” Model Nadia Forde is pictured at Brookfield Nurseries in Rush, Co. Dublin, with some First in Season Irish tomatoes.

M&S Tops Retail Study MARKS & Spencer have taken the top spot as the most reputable company in the Irish retail industry and fourth spot overall in the top 10 most reputable companies in Ireland, as Corporate Reputations launched the results of the Ireland RepTrak 2010 study. The Ireland RepTrak 2010, which ranked the reputations of some of the largest and most visible firms in Ireland, is the most comprehensive study of corporate reputations ever undertaken in Ireland. The study

measured companies’ reputations based on consumer’s trust, esteem, admiration, and good feelings about a company, while also gauging perceptions across seven rational dimensions of reputation. Google scooped the top spot as the most reputable company in Ireland, with Kellogg’s, BMW, Marks & Spencer, Nokia, Apple, The Irish Times, An Post National Lottery, Intel and Toyota rounding out the top 10 tier of Ireland’s ranking companies in 2010.

May10Industry

News

Nescafé Coffee for Simon PICTURED at the announcement that Nestlé Ireland will take part in the ‘Food for Simon’ Programme and provide approximately 150,000 cups of Nescafé Gold Blend coffee to Simon’s services are Carol Anne Deasy, Nescafé Marketing Manager, with Sam McGuinness, Chief Executive, Dublin Simon. The coffee will be used in Simon services where support and shelter is provided to people experiencing homelessness. “The staff at Simon are tireless in their energy and commitment to providing much needed services to Ireland’s homeless community. We are delighted to be able to play a small role in assisting them in their ambition,” noted Nestlé Ireland, Country Manager, Oliver Sutherland.

Walkers Family of the Year Announced THE Fahy O’Donnell family from Boher, Limerick have been announced as Walkers Family of the Year with TV3 and winners of a crisp €20,000! The Fahy O’Donnells also had the honour of presenting the ‘Walkers Favourite TV Soap Family’ award at this year’s Walkers TV Now Awards on May 22. Walkers and TV3 set out to find a family in Ireland who overcame ‘crunch time’ in the last 12 months, with spirit and humour, and the Fahy O’Donnell family have done just that. Two of the family’s four sons, Ronan and Tiarnan, have extremely rare AV malformations, and have endured gruelling surgeries and numerous hospital visits, but always remained positive and light hearted about their condition. Pictured are (back, l-r): eldest son, Caornan (16), with Walkers Brand Manager, Donna Byrne and Ronan (13); and (front, l-r): twin Tiarnan (11), dad Patrick, mam Neasa and twin Darragh (11).

Costcutter Renews CSI Sponsorship

Pizza Perfection from Dr. Oetker

COSTCUTTER has renewed its broadcast sponsorship of the hugely popular CSI shows on RTE 2 for a second season, totalling 65 new episodes across CSI New York, CSI Miami and CSI Las Vegas. The Barry Group, exclusive promoter of Costcutter business in Ireland, has invested in six new advertising idents to launch Costcutter’s renewed sponsorship deal, hiring Ireland’s best known impressionist and Gift Grub mimic, Mario Rosenstock to impersonate the voice of CSI Miami’s lead character Lieutenant Horatio Caine in the series of tongue-incheek Costcutter CSI stings. The six stings are entitled Cookie Jar, Cake, Custard, Dressing, Cupboard and Strawberry and will air during CSI episodes broadcast on RTE 2 each Wednesday and Thursday.

KEITH Farrell, Marketing Manager of Dr. Oetker Ireland Ltd, is pictured at the launch of a week-long promotion in association with Metro Herald in which readers were asked to find the Romantic Ristorante couple who were dining at a different city centre location each day.

Keith is joined by the Dr. Oetker Romantic Ristorante Couple, model Jodie Wood and her handsome companion Niall Gallagher, in the main square of the IFSC, enjoying Mozzarella Ristorante pizza. Gondolier Gianmarco was also on hand, giving out Dr. Oetker Ristorante Pizza coupons and chocolates.

Top Quality at EPAS ENVIRONMENTAL Products & Services Ltd (EPAS) is set to be awarded with international quality certificates ISO9001: 2008, ISO14001: 2004, and OHSAS18001: 2007. “It was a huge undertaking (with the benefit of hindsight) to target three standards simultaneously, but with a lot of hard work and an excellent team, we achieved our objectives, first time,” commented Jim O’Neill from EPAS. “It represents another significant milestone in the development of the business. We will strive to continue to improve what we do and seek to meet and if possible exceed our customers’ expectations.”

14

May10SHOP

2010

SHOP 2010 Open for Business SHOP 2010, which takes place at the RDS, Dublin, from September 28-30, will showcase the latest innovations and products the Irish market has to offer.

A

key date on the calendars of the retail, food, drink and hospitality sectors, SHOP 2010, now in its fifth year, is set to be the biggest and best ever. With all the right ingredients to help exhibitors and visitors alike, SHOP 2010 will be showcasing the latest innovations and products that the Irish market has to offer! Taking place on 28–30 September 2010, at the RDS Simmonscourt, Dublin, this year will also have a pinch of easyFairs® the new owners of the show - who will bring a wealth of experience, unique added extras and a refreshing new approach.

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

Special Features & Competitions In addition to business networking and informative seminars, this year’s event will host an array of special features and competitions. A firm favourite, the Product of the Show Awards have become renowned as the launch pad for companies to present their products to a captive audience.

Ireland’s most prestigious cheese competition, The International Cheese Awards, will also be taking place this

Margaret Andreucetti, easyFairs, and Kay Weldon, Cupcakes by Katie, at the launch of SHOP 2010.

year, as well as the Avonmore Irish Latté Art, Coffee in Good Spirits and Coffee Cupping Competitions 2010 and The Associated Craft Butchers of Ireland’s National Sausage and Puddings Final.

A new addition this year is the Dragons’ Den-inspired feature ‘Lions’ Lair’, where exhibitors can pitch their latest innovations to a panel of expert judges. Held in front of an audience, it will give exhibitors the unique opportunity to pitch their products, services or ideas to key decision-makers within the industry.

Book Early easyFairs®is also encouraging exhibitors to book early and benefit from a whole host of added service packages such as early inclusion in all marketing collateral, early bird booking rates plus free marketing tools with a minimum value of €2,000. Never before have exhibitors been offered such comprehensive packages that offer the opportunity to raise their profile before, during and after the show.

Packages for early bird bookers include free editorial in the show guide, PR on exhibitors’ news and attendance at the show, plus website presence with free web banners, buttons and regis-

tration links. In addition, exhibitors will be sent 100+ free personalised ticket invitations to send out to anyone they want to invite to the exhibition. easyFairs® will also call up to 1,000 of their contacts and invite them to the show on their behalf and will send invitations to exhibitors’ databases, free of charge.

“We are looking forward to hosting SHOP 2010 this year,” notes Matt Benyon, Managing Director, easyFairs®UK. “We want to build on the show’s success and offer exhibitors tailored packages that will help them get the best results, plus excellent return on investment from the event.

“We introduce businesses to each other that might otherwise not meet.

We provide a platform for companies to really show what they’re capable of. We attract an audience that is in the market to buy. And importantly, we keep the cost and time involved in exhibiting at a minimum. For any business looking to sell more next year whilst keeping a tight leash on spending, SHOP 2010 has to be in the mix.”

To book your stand for SHOP 2010, contact show manager, Leyla Mulvihill on +44 (208) 622 4411.

See www.shop-exhibition.com for more information.

15

May10Shop

Profile

Daybreak Looking Good in Lucan Dave McLean and Keith Harford’s new Daybreak store in Lucan, Co. Dublin, is thriving, thanks to the right focus on price and quality.

Originally

Pictured outside Daybreak Lucan are Anthony Nolan, Territory Manager, Daybreak, and store owner Dave McLean.

a village near Dublin, Lucan has long since become part of the capital proper. However, it still retains a clearly defined village centre and that is the location for Dave McLean and Keith Harford’s Daybreak store.

Dave originally gained a wealth of grocery experience with Superquinn, where he advanced to management level. He then left the grocery retail sector for a time, but returned to set up a retail consultancy firm with his friend, Keith Harford, with whom he had also worked in Superquinn. However, late 2009 saw the duo deciding to open their own community store. Both knew Lucan well and were aware of a site with big potential.

Being fully aware that the midst of a recession was a very challenging time to attempt to open a new busi-

ness, the two friends nonetheless spotted an opportunity in adversity. There had been a convenience grocery retail shop trading on Chapel Hill in Lucan, but business hadn’t exactly been booming and the economy was showing little signs of improving.

Still, Dave and Keith were sure that the site was a prime location for a convenience store. With the right focus on price and quality, they were confident they could create a successful local shop, but the choice of symbol group partner was going to be crucial.

“Even with the tough economic times last year, Daybreak was growing and developing its brand,” Dave tells RETAIL NEWS. “The people I met with from the group were all extremely professional, I knew the Daybreak image and I felt there would be a lot of benefits for me in working with Daybreak.”

Transforming the Shop The two entrepreneurs and Daybreak moved quickly to refit the shop and hire and train staff, in order to allow the store to open its doors in February of this year. Our economic woes actually provided them with another opportunity, as Dave explains: “A lot of people have lost their jobs due to the recession and it means there is a pool of really great people out there, experienced and well trained. I was able to assemble a great team of staff from hundreds of applications. At the same time, the introduction of the Daybreak image into the shop really transformed it.”

The location of the shop on Chapel Hill is ideal for a local shop. It is situated directly across from a school: indeed, there are five schools in the immediate vicinity. There is also significant passing trade 16

May10Shop

and a large amount of residential trade in the village. With the right location, the right staff and the perfect symbol group partner, Daybreak Chapel Hill was well equipped to begin trading – despite the weather and the state of the economy.

“There was considerable interest in the community surrounding the new shop,” Dave explains. “We undertook four large leaflet drops around the area, supplying details of the new shop. Irish customers need good value for money at the moment and we had to get our price mix right. It was vital to communicate the quality and price of our offering to potential customers. The promotional cycles from Daybreak are great and allow me to offer fantastic Double Deals; the warehouse offers me very competitive prices; and the Good Value brand from Daybreak is also proving very popular, offering great value for money on selected product ranges.”

With five schools and an industrial park near the shop, the deli has plenty of potential. As well as offering value deals, local parents can also sign their kids up to the deli’s healthy option lunch offer, which has proven very popular.

Part of the Community “I want to create a local shop in the traditional sense of the word,” explains Dave, “where prices are reasonable, with staff that are friendly and a shop that is genuinely part of the community, rather than just in the community.”

Profile

It’s fair to say that he has succeeded in doing just that, thanks to the work ethic of Dave, Keith and their staff, together with advice and support from the team at Musgrave. “There’s a tremendous amount of hard work involved in getting a business up and running during a recession,” Dave explains. “Daybreak provides me with competitively priced stock, as well as fantastic support and advice on how to minimise operating costs. The balance between margin and sales volume has to be kept right, in order to keep customers coming back.”

So far, the shop has grown sales week on week, since it began trading in February. Although the increases have been modest, they have been consistent and represent good store performance, especially given trading conditions at the moment.

Strong Business Model According to Anthony Nolan, Territory Manager, Daybreak, “We have all put a lot of hard work into this project. Dave and Keith have a very good understanding of the retail sector and have been great to work with. Working with retailers of their calibre, we have been able to grow the Daybreak group and we aim to continue that growth throughout 2010.

“Dave and Keith have extremely high standards for his shop and a strong business model,” Anthony continues.

“Working with Musgrave, they are able to offer their customers the right mix of quality and value for money to help the business grow.”

Dave and Keith could definitely have chosen a better year than 2010 to open a business. However, they have chosen the best possible partner for their business model,

the best staff and FACT FILE positioned their Owner: Dave McLean and Keith Harford shop at the right Location: Chapel Hill, Lucan, Dublin price point to Size: 1,200 square feet make sure Number of that the store Staff: 7 full time & part time succeeds and Opening grows, despite Hours: 07:00-20:00, Monday-Friday; the challenging 08:00-19:00, Saturday; market conditions.

08:00-18:00, Sunday.

17

May10The

Retail News Interview

The Bulmers Effect Michael Merrins, Managing Director, Bulmers Ltd, on the effects of the recession on the Irish drinks industry, the massive successes of the Bulmers brand and their continued focus on innovation.

The

word Bulmers is almost a synonym for cider in Ireland, such is the level of market penetration of the Tipperary-based cider brand. This didn’t happen by accident, however: it’s the result of years of careful repositioning, innovative marketing and some brave moves on the part of brand owners Bulmers Ltd. “We measure ourselves not in the cider business, because we have so much of the cider business here: we measure ourselves in the long alcoholic drinks (LAD) market,” explains Michael Merrins, Managing Director, Bulmers Ltd. His is not an idle boast. Bulmers grew its share of the overall Irish beer market from 2.8% to over 10% in less than a decade. Of course, recent years have seen changes in the market, with the Drinks Industry Group of Ireland reporting Ireland’s on-trade declining by 8.9% last year, along with a corresponding 4% dip in off-trade sales.

18

“The economic downturn has damaged everyone’s business,” Merrins admits. “From the drinks industry’s point of view, apart from the decline in the economy, people’s drinking habits have changed and there is no doubt that the Northern Ireland factor has been a huge element, particularly in the off-trade. It has slowed down growth in the off-trade and even brought it into minus figures last year.

Have we been affected worse than other sectors? I’m not so sure, but the drinks industry has had the smoking ban, the breathaliser, the morning-after breathaliser and a swing to the off-trade, which were all things that were going to happen with or without a bad recession.”

Coping With the Recession Bulmers has not been immune to the effects of the downturn, despite the fact that the brand marginally grew its share of the market last year.

May10The

“The prospects for the Irish economy in the coming 12 months are pretty grim for ourselves, customers and indeed consumers,” Merrins notes.

“The last three years have been poor for our drinks industry and certainly not helped in Bulmers case with the bad summers. While, we’ve had a reasonable start to this year, we have had the benefit of the Six Nations, St Patrick’s Day, with better than last year’s weather, but we still believe it will be a challenging year. As far as our own performance is concerned, we have been flagging the LAD market up to this time last year but happily we have improved that position with a marginal growth in our share and hope to hold that position.”

The duty reduction from the Minister was most welcome.

“Although the excise cut wasn’t a massive reduction, psychologically it slowed down people’s desire to go North for their alcohol purchases,” Merrins feels, believing that, allied to the UK’s recent excise hike on cider, it will further strengthen Bulmers’ performance in its home market.

Last year, Bulmers did undertake some initiatives, like the reduction in the price of the Bulmers Pint Bottle and this had “a positive impact in a climate where customers are looking for real value. In a similar vein, we changed our off-trade strategy,” Merrins explains.

New Recipe Pear.

“For the first time ever, we engaged in value pack activity.

Heretofore, we didn’t engage on price: we went for ‘premium price, premium product’ and our offers were based around gifts rather than value. But whether anyone likes it or not, people are looking for value in every sector and we responded to that. Both of these initiatives, plus the duty reduction, were responded to very positively by our consumers.”

The MD feels that the move from on- to off-trade drinking will continue in Ireland, as he feels there is “a new gap in drinking time”.

“Up to three or four years ago, people went to the pub at around 7:30 or 8:30 and then went on to the nightclub,” he explains. “Now, people have the likes of Setanta Sports and Sky Sports in their homes, and they’re getting good value in the offtrade, so given the climate, they’re choosing to drink at home and go straight to the nightclub. We can’t ignore that.”

Bulmers have responded to this move, and not just on price: “We have been quite innovative in terms of our pack sizes and we have been innovative with retailers. We are particularly good on category management so we’ve been taking advantage of that.

We are probably better than most at putting our product in danger of being sold.”

Retail News Interview

“We measure ourselves not in the cider business, because we have so much of the cider business here: we measure ourselves in the long alcoholic drinks market.”

Bulmers Pear However, probably the largest contributor to Bulmers’ success over the last year was the launch of Bulmers Pear in March 2010. The cider category has traditionally been quite conservative in terms of new product development.

Why the change over the last 12 months?

“We were very pleased with the success of Pear,” admits Merrins. “We realised that the loyalty of consumers is such that they feel like they own our brand, but if we didn’t give them

Pearfected.

embracethepear.com 19

May10The

Retail News Interview

Bulmers Pear remains the number one pear cider brand in Ireland.

Undoubtedly, one of the primary factors behind the success of Bulmers Pear was its award-winning ‘Embrace the Pear’ advertising campaign, with Merrins noting how the company “completely changed our advertising approach, introducing some humour into the campaign with the Clonmel workers, which really captured the imagination.” That campaign saw Bulmers really embracing digital media for the first time: “you can expect more innovation in that area because that’s our bulls-eye target market”.

Bulmers Berry

something back, they would start to stray. In fact, they had already started to stray, because other companies do things with brands that attract them.” That all changed last spring with the high profile introduction of Bulmers Pear.

“The timing of the launch of Pear was very important for Bulmers as it completely rejuvenated our Bulmers brand,” Merrins explains. “It brought a lot of lapsed Bulmers drinkers back to the brand, and it also brought a lot of new drinkers to the brand.

“Our bullseye market for Bulmers Pear was 18-24 year olds, predominantly female, and yet when we launched it, every gender, every age group tried it and drank a lot of it, throughout the land,” he notes. “We got numbers beyond our expectation.

It surprised us, but it was just what we needed at a time when our brand was flagging.”

While admitting that “there is always a settling down period” after a new launch, Merrins is delighted that 20

Having committed to renewed innovation with the launch of Bulmers Pear last March, this year saw the company unveiling another new product, almost a year to the day since Pear, in the shape of Bulmers Berry. Is it a case of leveraging the positive reaction to Bulmers Pear or is it being treated in a completely different way?

“We’re using a lot of the same criteria but quite a different approach, because it is a different product and the audience is different,” he maintains. “The ‘Undergrowth’ campaign is quirky and different but it does retain some of the key elements, such as the Clonmel workers and the humour.

“As the product is only in the market a few weeks, it is very early days and like all new products, it takes time to get distribution and buy-in, but we are hopeful that it will be successful and further support the Bulmers brand.

“We are very committed to innovation in the cider market and this is going to be part of our way forward and we see it as key.”

International Performance While not shying away from the brand’s less-than-stellar performance in the UK market over the last couple of years, Merrins is upbeat about Magners’ international future (British firm HP Bulmer maintain international rights to the Bulmers trade mark).

“Internationally, we have been repositioning ourselves for growth,” he

notes. “The past two years have been really difficult but we believe we have stabilised our position and hopefully it’s a case of ‘onwards and upwards’.

“In the UK business, we have very much gone back to basics,” he continues. “We’ve re-structured our team and made great progress, particularly in the off-trade. We’ve changed our advertising campaigns, which are now much more appropriate, and are receiving positive response from trade and consumers. Given the brand is a short six years in the UK market and the contribution it makes to the overall business and given the size and scale of the GB cider market, we would be quite optimistic for the future, albeit in a strong, competitive market.

“Here in Ireland, because we have such a share of the cider market, we don’t even think about the cider market – our recruits are stout, ale and lager drinkers,” he continues. “In the

“People’s drinking habits have changed and there is no doubt that the Northern Ireland factor has been a huge element, particularly in the off-trade. It has slowed down growth in the offtrade and even brought it into minus figures last year.”

May10The

“Internationally, we have been repositioning ourselves for growth. The past two years have been really difficult but we believe we have stabilised our position and hopefully it’s a case of ‘onwards and upwards’.”

audience. It brings other elements of our Bulmers personality to the brand and it really creates great occasions and environments for people to try our products.”

We wondered would they ever consider changing the entire brand family name to Magners, given that their biggest sponsorship is the Magners League. While admitting that it’s a constant question they get asked, Merrins feels that there is no confusion between the brand names.

“Because we have a brand called Bulmers here, with the level of share we have, there is unquestionably a risk that if we move to Magners, our loyal Bulmers drinkers may not appreciate that we’ve changed the name of what they like best. If there were indications that it was confusing or impacting on our growth or sales, naturally, we’d have to consider it, but at this point, it’s not on the agenda for changing.”

Retail News Interview

Irish Heritage With recent high profile campaigns like Love Irish Food focusing on brands’ home-grown credentials, how important is it for Bulmers to promote its Irish-ness?

“Very important,” he avows. “We are absolutely Irish to our roots and every single aspect of our communications highlights that. Our loyal customers feel that they own the Bulmers brand, not us, and they know it as an Irish brand.”

So finally, how can the Irish drinks industry get back to a state of growth again?

“As I said earlier, the Irish economy is in a very difficult place at the moment and will be for the next couple of years and that makes trading in the drinks industry very challenging,” Merrins concludes, “but we will do all we can to take full advantage of our innovation, despite these challenges.”

UK, we’re only an infant and we’re competing against people who own the cider market, and Heineken are fairly formidable opponents. We went at it, spent a lot of money and we made really good progress, but we’ve had to readjust our thinking and approach to it.”

Magners League One of the big factors in their favour is their continued sponsorship of the Magners League, one of Europe’s premier rugby competitions. Indeed, high profile sponsorships have been a key part of the brand’s marketing strategy for some time, from the Bulmers International Comedy Festival to the Bulmers Summer Sundays race meetings.

“Outdoor, TV, radio and in-store or pub Point Of Sale is a very good communication tool and hopefully, most people, if not all, will get to see it.

But the one thing sponsorship allows us to do is to engage with consumers in ways which advertising won’t,” Merrins explains. “If you look at the audiences for the sponsorships we’re involved in, it is primarily our target 21

May10Summer

Drinks: Energy & Soft Drinks

The Soft Parade Soft drinks are big business for Irish retailers, with the convenience channel in particular a key driver of sales.

Irish

consumers are increasingly concerned over health issues, a fact which is impacting on the sector.

According to the latest Euromonitor report into the soft drinks sector, rising consumer health awareness has led to a decline in demand for carbonated soft drinks, while, despite the recession, fruit/vegetable juices and bottled water continue to increase in popularity, whilst functional drinks are also performing strongly due to rising demand for drinks with energy giving properties.

Despite these trends, the soft drinks sector remains a vital sales channel for retailers, and remains one of the most valuable sectors in-store.

Convenience stores are key drivers of soft drinks sales, which are often bought on impulse while on-the-go, especially by younger consumers who are leading increasingly hectic lives.

Euromonitor predict that soft drinks growth rates are expected to remain relatively stable over the coming years, with rising demand for healthier beverages, especially within bottled water and functional drinks, fuelling sales.

GlaxoSmithKline As Ireland’s number one energy drink, with 64.5% volume share of the market (Source: ACNielsen, ROI, Extended Scantrack, Value Sales, MAT 4WE March 21, 2010), Lucozade 22

New Lucozade Energy Cherry 380ml should prove to be a firm favourite with consumers this summer.

Energy continues to lead the category with innovative products and outstanding marketing campaigns.

2009/10 has proved to be challenging for the carbonates market with only 0.2% volume share growth on the latest MAT. Despite these challenges, Lucozade Energy has successfully grown ahead of the market at 9.4% volume share.

Ireland’s favourite energy drink for over 80 years, Lucozade Energy provides an energy boost to help keep consumers energised and comes in a range of convenient formats, such as the ever-popular Lucozade Energy 380ml, ideal for those on the move and offering a choice of flavours to

suit consumer tastes.

Lucozade Energy Cherry is the latest addition to the range and is ideal for those looking for a refreshing energy boost while on-the-go. Available from all major retailers from May 2010, Lucozade Energy Cherry 380ml will be supported with a nationwide outdoor advertising campaign, as well as through strong in-store promotional and POS support.

Ireland’s energy market continues to evolve, with the launch of ‘Energy Shots’ in 2009. This new segment has extended the category offering to a totally new dimension, and as such, will represent a major opportunity for incremental sales to the retailer.

New Lucozade Alert Plus energy shot, launched in October 2009, provides consumers with a quick energy boost when needed. Lucozade Alert Plus is the only market leading energy shot brand that contains 120mg of caffeine per serve.

An exciting programme of activity is planned for Lucozade in 2010 across multi-media channels in line with the new “Get The Energy” campaign. This will be driven alongside in-store activation across the summer to keep the nation energised at key times.

As Ireland’s number one sports drink, with 59.5% volume share of the market (Source: ACNielsen Extended Scantrack, MAT, March 21, 2010), Lucozade Sport continues to lead the category with innovative products and

Category Advice -

-

-

Focusing on the key brands, giving them the most space and best visibility can increase your sales by up to 25%.

Your range should focus on the top sellers, with more space allocated to the top SKUs. Similar products should be located next to one another.

At least one case of each top SKU should be on-shelf to aid filling shelves.

(Source: GlaxoSmithKline)

*Source: AC Nielsen, ROI, Scantrack, Value Sales, MAT, 4 WE 21 March 2010

May10Summer

Drinks: Energy & Soft Drinks

sure to capture the excitement of World Cup mania. Over the month of May, Lucozade Sport is giving consumers a chance to pick up a free football with every two bottles of Lucozade Sport 500ml purchased. This promotion will be supported nationwide in-store with a great POS suite and further supported through press and on-line via a Astro.ie Nationwide 5-a-side tournament, where consumers will be in with a chance to win Barclays VIP Premier League Trips.

Monster Energy

With only 50 calories and available in two flavours, Summer Berries and Lemon & Lime, new Lucozade Sport Lite 500ml, is already popular amongst consumers looking to improve their workout.

outstanding marketing campaigns.

Like Lucozade Energy, Lucozade Sport has successfully grown ahead of the carbonates market at +6.9% volume share, despite the challenges faced in this market.

Lucozade Sport works with leading Irish sports teams and stars, including Ronan Oâ&#x20AC;&#x2122;Gara, Henry Shefflin and Colm Cooper. The Lucozade Sport range includes the ever popular Orange, Raspberry & Tropical flavours, available in various formats to suit all consumer needs.

With only 50 calories and available in two flavours, Summer Berries and Lemon & Lime, new Lucozade Sport Lite 500ml, is already popular amongst consumers looking to improve their workout. Launched in March 2010, Lucozade Sport Lite is available from all major retailers and will be supported throughout the summer with a nationwide TV advertising campaign, alongside in-store promotional & POS support.

In addition to this exciting NPD from Irelandâ&#x20AC;&#x2122;s number one sports brand, Lucozade Sport is exciting in-store promotion planned, which is 24

Monster Energy is the largest selling energy drink in the USA. Monster Energy continues to grow across Europe and the world, introducing new consumers to the great Monster Energy taste.

In Ireland, Monster Energy continues to grow, with more consumers coming into the energy category to experience the great Monster flavours, like Monster Ripper, which is 50% fruit juice. Monster Energy is almost more of a lifestyle than a drink and with great athletes and bands, it appeals directly to the consumers who like something out of the ordinary. Supported by local sponsorships, extensive sampling and endorsements from athletes like Ken Block, Valentino Rossi and Jensen Button,

In Ireland, Monster Energy continues to grow, with more consumers coming into the energy category to experience the great Monster Energy flavours.

2010 is looking great for the continued growth of the Monster Energy brand in Ireland.

In Ireland, Gleeson Group are the distributors of Monster Energy, and have done an amazing job in making Monster Energy now the most widely available 500ml can energy drink in the country.

Britvic Ireland The Squash market is in strong growth over the last year as consumers see it as a recession friendly category. The market is growing by 13% in volume and continues to be driven by Britvic Ireland brands. MiWadi and Robinsons claim almost 70% of market volume in this category.

MiWadi is a truly iconic Irish brand and continues to go from strength to strength in the marketplace, appealing to all age groups.

MiWadi is the market leader with over 40%, while Robinsons commands nearly 30% of the market.

The Squash category is recruiting more users and is a category for all seasons as consumers move into Squash all year but in particular in the summer, which is key for the category. Consumers are looking for cost effective ways to give their children the drinks they love and MiWadi and Robinsons are leading the way in doing that. It is key to have Squash on feature and display for the summer months.

Both MiWadi and Robinsons will have fantastic plans for Summer 2010

May10Summer

Drinks: Energy & Soft Drinks

Orange, Mandarin & Peach; Apple successfully increased the & Wild Blueberry; and Red Grape, amount of occasions where Pomegranate & Raspberry. This range Squash is consumed in the will replace Robinsons High Juice. home through both above and They have no artificial colours or flabelow the line campaigns. vours and were loved by consumers in MiWadi will launch a new research. They will appeal to families campaign this summer to with kids, aged 15-24 and will keep drive the Squash category, families drinking squash for longer. focusing on above the line In May, Robinsons will launch advertising, sales promotion a new Wimbledon on-pack promoand in-store activation, which tion that will allow consumers to will ensure that Squash is at win one of five packs every day. The the forefront of consumers’ Wimbledon Pack includes a Nintendo minds throughout the sumWii with an EA Grand Slam Tennis mer months. game until the end of the tennis Robinsons is the number tournament, which will help to bring two brand in the Squash Wimbledon to life in Irish homes. market and has the largest This will run for eight weeks leading range on the market. There up to the tournament. are four main variants in Robinsons will continue to drive the Squash market this summer with a new look, new The latest 4 week ACNielsen the range: Robinson’s Fruit launches and a sensational on-pack offer for period shows Robinsons Fruit Shoot Squash, Robinson’s Fruit & consumers, as well as other strong consumer reaching an all time high share of Barley, Robinson’s High Juice promotions.

12.7% value share of the RTD marand Robinson’s Barley Water. ket (Source: ACNielsen total Scan, Each part of the range offers – the ‘Super Squash Summer’.

February 21, 2010). Robinsons Fruit consumers new flavours and different MiWadi is a truly iconic Irish Shoot are the original on-the-go drink, drinks for every occasion. brand and continues to go from specially designed for kids. The core Robinsons will continue to drive strength to strength in the marketFruit Shoot range are all No Added the Squash market this summer place, appealing to all age groups.

Sugar varieties. with a new look, new launches and a From small beginnings in 1927, when A key part of the Fruit Shoot sensational on-pack offer for consumit was filled by hand in Nassau Place range is Robinsons Fruit Shoot H2O: ers, as well as other strong consumer (Dublin) and distributed by horse a still spring water with natural promotions. and cart, MiWadi has become one fruit flavours. Fruit Shoot H2O Robinsons is launching a new of Ireland’s best-loved brands and Spring Waters are sugar free and packaging design that will make it continues to be the largest squash free from artificial colours and flaeasier and more exciting for shoppers brand in Ireland. It is still produced in vours. Available in three delicious to shop the Squash category. The Dublin to this day and around 16.5m flavours, they’re an easy and tasty design will create greater variety litres of MiWadi are consumed every way to ensure kids enjoy drinkstand-out and will drive quality peryear. MiWadi is a key brand in the ing water and keep hydrated. And ceptions of Robinsons and the Squash Love Irish Food Campaign and the because they’re handily packaged in category in general.

LIF logo will be on all MiWadi packs To celebrate in the coming months. the brand’s 75th MiWadi fruit squashes are all preAnniversary of sponpared from sun-ripened fruit and consoring Wimbledon, tain real fruit juice. They are sold in Robinsons Barley Water 1L and 2L bottles. MiWadi has been a is being relaunched in fruity and flavoursome part of childa fantastic retro bothood in Ireland for over 90 years and tle, reminiscent of the has always remained relevant to Irish brand’s old glass bottles. families, with a wide range of flavours This will have maxiin both regular and NAS formulations. mum shelf standout and No Added Sugar is the key driver of there will be in-store category growth in Squash as consumactivity around Barley ers look to reduce sugar intake for Water to drive trial. their children.

Robinsons Select MiWadi Extra Fill Packs have are a range of sophistibeen a key innovation for the category cated quality Squashes this year, increasing frequency of purin three fresh, conchase and weight of purchase for the Robinsons Fruit Shoot are the original on-the-go drink specially designed for kids. temporary flavours: brand and the category. MiWadi has 25

May10Summer

Drinks: Energy & Soft Drinks

ACNielsen ROI Multiples Scantrack MAT Oct 2009 Vs py). These three flavours are also in growth: therefore, CocaCola Helenic are giving consumers exactly what they want.

Most importantly, consumers have endorsed the flavour lineup and in taste tests, the range was positively received.

Fruice has a proven track record within the marketplace and is in growth v prior year +2.1% and currently comprises Finches, from the Gleeson Group, is available in Orange, Orange Light , Lemon and Rock Shandy.

13.8% of the market. Fruice is currently the number one impulse juice in the ROI market. refresing recipe to quench any thirst.

The impulse market is in decline Its sophisticated contoured bottle Coca-Cola Hellenic across all categories, impulse juice makes it the perfect convenience partCoca-Cola Hellenic have launched being hardest hit of all at -16.6%. Yet ner for the on-the-move consumer durthe Fruice Dilute Double Strength despite the market decline, Fruice is ing this summer season. range, available in Orange, still holding its number one position Also from the Gleeson Group, Blackcurrant and Orange & (Source: ACNielsen Country Spring is the only three-litre Convenience Market soft drink available in Ireland. Made Track Units Sold YTD from pure Irish Dec 2009). spring water Since its introducand manution in the early ’90s, factured in Fruice has continued Borrisoleigh, to grow from strength Co. Tipperary, to strength as a preCountry Spring mium brand which is a high qualoffers high quality ity, 100% Irish juice credentials. Also, product. both consumers and Available retailers alike are in eight fanfamiliar with and tastic flavours trust the Fruice brand (Orange, Cola, and recognise it as a Lemon & Lime, premium juice that Red Lemonade, Coca-Cola Hellenic have launched the Fruice always delivers on White Dilute Double Strength range, available in Orange, Blackcurrant and Orange & Pineapple. quality and value.

Lemonade, Fruice Dilute American Double Strength represents a great Cream Soda, Pineapple with no added sugar, no opportunity for the convenience chanApple and artificial colours or flavours. These Country Spring is the nel. The smaller pack format will Sugar Free three core flavours will be launched only three-litre soft appeal to the lighter/top up shop of Orange), there in grocery, with an additional drink available in the convenience shopper. is a product to Ireland and is showing fourth flavour for the licensed and suit every taste significant growth in wholesale channel, Lime. Through recent months. in the family. the launch of the Fruice Dilute Gleeson Group This May, Double Strength range, Coca-Cola The continued success of Finches Country Spring have developed a new Hellenic will help to grow the dilutes Sparkling Orange 500ml highlights exceptional value pack, flashed at segment by driving incremental consumer desire for quality Irish €1.49 for the three-litre bottle. Seen litres to the category and thus products. Finches, from the Gleeson as an attractive offering for the value providing retailers with an increased Group, is available in Orange, Orange conscious consumer, Country Spring category margin.

Light , Lemon and Rock Shandy. has bucked the market trend, showing The flavours being launched are Finches is one of the few carbonsignificant growth in recent months, the top three performing flavours ated oranges made with pure natural making it a must-stock product, in the market, and combined, they spring water, which, teamed with according to the Gleeson Group. account for 62% of the market (Source: a high juice content, guarantees a

an easy-squeezy sports bottle, they’re ideal for helping to keep active kids hydrated after sport, play and when they’re on-the-go.

Over the Easter holidays, Robinsons Fruit Shoot went out in search of a new member for their ‘Juice Crew’ to star in the next Robinsons Fruit Shoot TV advertisement. They brought roadshows to shopping centres around the country, giving kids an opportunity to showcase their skills and be in with a chance of landing a role in the new TV ad. See www.fruitshoot.com for more information.

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May10Summer

Drinks: Bottled Water

Clear Winners Irish bottled water consumption is growing in volume, despite the recession, thanks to consumer desire for healthy lifestyles.

The

water market is currently in volume growth of +1.7% although the market is still challenged in value (Source: ACNielsen, MAT, February 21, 2010). These trends show that, even in a recession, consumers’ desire to drink bottled water is as high as ever but they are demanding better value for money.

According to the latest Euromonitor report into the entire soft drinks market, as a result of rising consumer health awareness, demand for carbonated drinks is in decline while, despite the recession, fruit/ vegetable juices and bottled water continue to increase in popularity.

Rising obesity levels and government campaigns have helped to fuel demand for healthier beverages and fruit. Indeed, Ireland’s bottled water market is bucking the international trend, where domestic brands like Ballygowan and Deep RiverRock are leading the market, at the expense of international brands.

Ballygowan Ballygowan, Ireland’s original and number one water brand, is responding to consumer demand for value across all channels, and the brand is offering great prices

and promotions across its range.

Ballygowan is also the only water brand involved in the Love Irish Food Campaign and has been central to the campaign.

As market leader, Ballygowan is also working to continue to reinvent the bottled water market and make it more relevant in recessionary times. In February, Ballygowan Every bottle of launched a groundbreaking campaign Ballygowan Pink sold will help raise to raise much needfunds for breast ed funds for breast cancer awareness. cancer awareness. Supporting the Marie Keating Foundation and its campaign partner in Northern Ireland, Action Cancer, the Ballygowan ‘Be Part of It’ campaign aims to help save lives through early detection.

The first phase of the Ballygowan ‘Be Part of It’ campaign saw the launch of Ballygowan Pink bottles.

Ballygowan Pink contains the same still pure, Irish still water, which Ballygowan is known for, presented in a stylish pink bottle, and is available in 500ml, 2L and 6x1.5L packs. The glass 250ml and 750ml licensed trade bottles are also sporting the distinctive pink ribbon. Every bottle sold will help raise funds for breast cancer awareness.

Initial results from the campaign have been fantastic, with the Ballygowan brand performing ahead of the market. The ‘Bpartofit’ facebook fanpage gathered 12,000 fans within the first month, Ballygowan Pink was the top rated outdoor campaign in February (PML) and this has translated into share growth in the grocery channel (Source: ACNielsen, 4 w/e February 21, 2010).

Ballygowan ‘Be Part of It’ will con-

tinue to be heavily supported throughout the summer with above and below the line activity, alongside in-store promotions. In-store activation is key, according to Ballygowan, as consumers are actively looking to buy Pink, so the advice from the company is to make sure it can be seen.

Ballygowan Pink will continue to be in the news across the year. For Easter, they linked up with Munster Rugby to create a unique fundraising event for the Marie Keating Foundation around the Munster/ Leinster game, while the brand will also lead key activations around the Women’s Mini Marathon and have lots of other fundraising initiatives planned across the summer in the build up to Breast Cancer Awareness month in October.

Deep RiverRock Deep RiverRock, from Coca-Cola Bottlers Ireland, is not only available in the iconic 500ml bottle, but also has a sporty 750ml bottle, the top selling impulse water SKU in Ireland (Source: ACNeilsen, MAT, November/December 2009). This pack is so popular because it is ideal for consumers with healthy, active lifestyles. It features an easy grip bottle and a no spills, no mess re-sealable sports cap, making it consumers’ perfect partner for all activities. It helps to contribute to consumers’ recommended daily allowance (RDA) of water and contains essential minerals such as calcium, magnesium and Deep RiverRock’s potassium. sporty 750ml This portable bottle is hugely on-the-go pack is popular with Irish perfect throughout consumers.

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May10Summer

Drinks: Bottled Water

the day, and is also available in a fun 330ml pack, ideal for kids aged 5-12 years old.

Tipperary Natural Mineral Water Tipperary Natural Mineral Water, from the Gleeson Group, has once again proven to be gold standard water, winning two Gold Medals at this year’s British Bottles Institute Awards in London. Winning gold medals in both the still and sparkling mineral water category, Tipperary Natural Mineral Water is a natural choice for consumers looking for a quality, premium Irish water.

At the beginning of 2009, seventimes Gold Medal-winning Tipperary Natural Mineral Water launched the ‘My Bottle’ campaign, highlighting the huge range that offers bottle sizes and formats for all consumers and occasions.

Tipperary Natural Mineral Water has recently launched the new flip-top cap for the 500ml Tipp Active range. The bottle top is not only innovative but more environmentally friendly. The Tipp Active 500ml range includes the 8x500ml pack, flashed at €4.99.

The packs come in easy-to-use display boxes. In Tipperary Natural addition, Tipp Mineral Water has Active has just recently launched launched a 50% the new flip-top Extra Free bottle, cap for the 500ml offering consumTipp Active range. ers a 750ml bottle of water for the price of 500ml.

Tipperary Natural Mineral Water has also recently expanded the hugely successful 1.5L pack offering.

Originally available in a 4x1.5L pack flashed at €3, the complementary 6x1.5L pack flashed at €4.49 is proving to be a clear consumer favourite. The Tipperary 2L bottle is also now available in a price flashed bottle, offering consumers a single bottle for €1.

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Tipperary Kidz is the ideal lunchbox size and with the 15-for-10 pack available for the busy back to school period, Tipperary Kidz will continue to be the water of choice for Ireland’s kids.

Crystal Springs Naturally filtered for over 50 years, through 100 metres of sandstone, Crystal Springs, also from the Gleeson Group, is the market leader in the five-litre water category.

This summer, Crystal Springs will continue to offer consumers real value for money, as it always has done.

The five-litre bottle is ideal for busy households and the Crystal Springs twin-pack, flashed at €4, has proved hugely popular and is must stock item. Coming into the summer months, five-litre water sales continue to grow. Crystal Springs is just coming out of a very successful TV burst for April, which ensures the brand is at the forefront of consumers’ minds.

Crystal Springs comes from one of the purest water sources in Ireland

Crystal Springs will continue to offer consumers real value for money in the five-litre water category.

and is bottled in Co. Tipperary, making it a 100% Irish product. It is available in single five-litre bottles, five-litre twin-packs and single 10-litre packs.

San Pellegrino SAN Pellegrino water, from Stafford Lynch, with its iconic red star symbol, has always been an elegant icon of the Italian art of living. This has seen it make it way onto our cinema screens, as famous directors such as Woody Allen and Billy Wilder wanted it on the cinema sets of famous Hollywood movies, including The Goddess Of Love, Sabrina, The

San Pellegrino water, with its iconic red star symbol, has always been an elegant icon of the Italian art of living.

Combining San Pellegrino waters with handpicked Sicilian fruit, San Pellegrino Limonata and San Pellegrino Aranciata are set to quench consumers’ summer thirst.

Devil Wears Prada, and more recently, It’s Complicated.

This summer, San Pellegrino are launching in Ireland their range of highly successful sparkling fruit drinks. Combining San Pellegrino waters with handpicked Sicilian fruit, San Pellegrino present San Pellegrino Limonata and San Pellegrino Aranciata, to quench consumers’ summer thirst.

Presented in a 33cl can, these sparkling fruit beverages carry a foil eco-lid to maintain a clean drinking area on the can, so consumers can fully enjoy the refreshing taste of San Pellegrino sparkling fruit drinks.

My Right at the heart of the action bottle

Part of you

May10Summer

Drinks: Wines & Spirits

Summer Smashers Jean Smullen looks at the wine styles set to sparkle this summer, while we also focus on the spirit brands guaranteed to excite consumers’ taste buds.

A

look at Nielsen figures to December 2009 gives a snapshot of the off-trade wine market in Ireland.

The figures indicate a very strong bias toward three distinctive wine styles. These styles are also selling strongly in both the multiples and the independent off trade and symbol groups. New Zealand Sauvignon Blanc, Italian Pinot Grigio and Prosecco di Conegliano-Valdobbiadene are the big hitters. As we head into summer, all three styles are ideal for summer drinking and are likely to generate sales during the summer months.

So why have these particular wine styles gained such popularity?

New Zealand has really started to make a worldwide name for its wines.

Many of the white wines produced in this small country are of excellent quality. The majority of vineyards are situated in coastal areas; generally cool but ideal for the production of light wines. The white grape variety Sauvignon Blanc performs particularly well in this country, where its aromatic qualities are more pronounced: as a result this grassy, citrus, fresh style of wine has gained many followers.

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The latest figures reported in December 2009 show that the value of New Zealand wine sales increased by 17.5% in Ireland. The volume share increased by 14.9% in the €12-12.99 price bracket and by 30.3% in the €10-10.99 bracket. The Irish wine market has been going through tough economic times but consumers still seem willing to pay more for New Zealand wine and they appreciate the premium quality.

You will find New Zealand Sauvignon in the portfolios of all of the key wine distributors. Names to look out for include Babich (Ampersand); Cloudy Bay (Edward Dillon & Co); Craggy Range and Lawson’s Dry Hills (Febvre & Co.); Delgats Wine Estates, owner of top selling New Zealand wine brand Oyster Bay, as well as Nautilus (Cassidy Wines); Hunters Wines & Matua Wine Estates (Gilbeys Wines); Kim Crawford Wines (Liberty Wines); Nobilo & Villa Maria (Barry & Fitzwilliam); Saint Clair (Findlater Wine & Spirit Co); Siefried (Classic Drinks); Sileni Estate (Dalcassian Wines & Spirits); Spy Valley Wines (James Adams), as well as the other top seller, Wither Hills (Comans Wines).

Pinot Grigio Pinot Grigio is the Italian synonym for the Pinot Gris grape, which was long thought to be a mutation of Pinot Noir but has recently been discovered to be a cross of the Pinot Meunier and the Traminer varietal. Pinot Grigio (the Grey Grape as it is known, both for the varying and exotic hues of its skin but also for the fogs that blanket vineyards in northern Italy where this grape is grown in abundance) can be made in various different styles, from crisp and dry to fruity and spicy to sweet and rich. In Italy, Pinot Grigio has a distinct level of acidity that can make for pleasant wines with notes of peaches, apricots, spices and cream.

Once again, many of the top importers carry an Italian Pinot Grigio; indeed, it is worth noting that many of the new world wineries are starting to use the Italian name for the grape, because it has become almost a brand name in its own right.

From Australia, have a look at the Rosemount Diamond Cellars Pinot Gris (Edward Dillon & Co.) as a good example of New World Pinot Gris.

Italian producers are very well represented in Ireland. There are

May10Summer

Drinks: Wines & Spirits

a huge number of really good producers available from most key distribution companies and having a chat with your local representative is always a good idea. Companies who are have strong Italian portfolios include: Ampersand, Barry & Fitzwilliam, Cassidy Wines, Classic Drinks, Febvre & Co., The Findlater Wine & Spirit Co., Gleeson Group, Iber/Expo, James Nicholson Wine Merchants, Karwig Wines, Liberty Wines, Mitchell & Sons, Searsons Wines, Soleway Wines, Tindal Wine Merchants, Wine Knows and Wines Direct, among others.

Prosecco Prosecco is a light fresh sparkling wine, low in alcohol and intensely aromatic. The DOC is for a dry white wine labelled Tranquille (still), or for the sparkling wines labelled either Gentile or Frizzante (slightly sparkling) or Spumante (fully sparkling). The DOC applies to the region, which runs for 33km from the town of Congegliano to the picturesque village of Valdiobbiandene in the Treviso province of Veneto.

As a sparkling wine style, Prosecco is rapidly creating a niche for itself as a price effective tradi-

tional sparking wine style, which can compete on price with the best which the New World has to offer.

It first started to appear on Irish shelves about six years ago and has now really caught on with the cash-challenged Irish consumer as a reasonably priced sparking wine for celebrations.

Most of the key Italian importers carry a Prosecco. Names to look out for include Bisol (Searsons Wine Merchants) and Ca Morlin (Liberty Wines).

Rosé Finally, a word about Rosé, another seasonal wine style. Rosé wines now account for almost 5% of the total wine market in Ireland (just under 8m cases). Again, you will find Rosé wines on most price lists. New from Chile is the Pink Sin produced by Mont Gras (Barry & Fitzwilliam) who also carry Echo Falls, another big name from California.

Rosé wine styles to look out for include Chivite from Spain (Ampersand). From the USA, Blossom Hill (Gilbeys Wines), E& J Gallo (Cassidy Wines), Fetzer & Paul Masson (Edward Dillon), and last but not least Torres (Spain, Chile & California) and Sutter Home

The Magic of Moët FOR more than 260 years, Moët & Chandon has been the reference for fabulous celebrations, turning the ordinary into the extraordinary with the pop of a cork. So what better way to mark any occasion this summer than with a bottle of Moët & Chandon champagne.

As the world’s leading champagne house, Moët brings a sense of magic and celebration that elevates any occasion, anywhere. Whether adding sparkle on red carpets for the most prestigious film awards and festivals around the world, celebrating landmark occasions such as lighting up Lady Liberty for her 120th birthday or introducing international star Scarlett Johansson as the first Hollywood celebrity face in champagne, Moët is undeniably the global expert of celebration. Consumers can bring a touch of magic to summer events this year, by celebrating with a timeless bottle of Moët & Chandon.

For further information on Moët & Chandon, please contact Edward Dillon & Co. Tel: (01) 8193300.

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(California), both imported by Findlater Wine & Spirit Company.

Barry & Fitzwilliam Michael Barry of Barry & Fitzwilliam claims that they now have probably the most successful prestigious French wines on the market, taking account of the success of Michel Lynch and Guigals wine from the Cote du Rhone, while the Gabriel Meffre range, which includes La Chasse du Pape, adds to their armoury of French wine.

Faiveley Burgundy Wines, Jolivet Loire Wines and Preiss-Zimmer Alsace wines complete an outstanding portfolio of French wine.

From Germany, Blue Nun is still an old favourite and will be heavily promoted by Barry & Fitzwilliam / Allied Wines, offering a litre bottle for the price of 70cl.

From Australia, McGuigan wines continue to outperform the market. The Black Label range comprises of a Cabernet/ Merlot, Shiraz, Merlot, Chardonnay, Sauvignon Blanc, Pinot Grigio, Rosé as well as Montes wines are the latest addition to the McGuigan Black Barry & Fitzwilliam Label Sparkling portfolio from June 1.

Chardonnay and Sparkling Rosé. The range will have strong above-the-line marketing support, particularly in national press and radio, with a major emphasis on Neil McGuigan’s award at the IWC awards as the Best White Winemaker in the World and Winemaker of the Year at the IWSC awards.

The Tyrrell’s Moores Creek range is gathering momentum and the Old Winery range does extremely well in the premium category, while Brown Brothers wines have garnered a fantastic reputation from wine writers the world over and are very popular with the Irish consumer, as are those from Hardy’s. Hardy’s will be backed by a radio campaign and the major empha-

May10Summer

Echo Falls Spritz ONE 250ml bottle of Echo Falls Spritz is the equivalent to just one unit of alcohol, so consumers can quench their thirst, enjoying one of the refreshing new varieties; either the Chardonnay (white) – zesty and refreshing with a light sparkle and subtle lemonlime fruit flavours, or the White Zinfandel (rosé) – lively and refreshing, with a light sparkle and bursting with sweet summer berry fruits.

Aimed primarily at the female market, Michael Barry of Barry & Fitzwilliam feels that this has great potential and could be “the hit of the summer”. sis will be on the promotion of Hardy’s Stamp litres for the price of 75cl.

Paul Masson is one of the great success stories from California in the last number of years. Sales continue to boom here in Ireland, with 2009 looking to be a record year. Distinctive by its Carafe shaped bottle, the red, white and rosé litres retail at €9.99.

Also from California comes Robert Mondavi wines, whose Woodbridge range will be promoted aggressively, the massively popular Glen Ellen range, as well as Concannon and Bonny Doon.

The Kumala and Boscendal ranges from South Africa are very popular.

B&F have recently launched the Boschendal Pavillion range at under €10, to bring Boschendal into the value for money category.

From New Zealand comes Villa Maria, which has been one of New Zealand’s leading wine award winners, both nationally and internationally, since the early 1980s. The repo-

sitioning of the Private Bin Range has seen sales surge in the last six months. From the same country, Nobilo is a well-priced range of excellent quality wines, which include the entry level White Cloud (RSP €8.99).

Mont Gras continues to grow strongly, from entry level Blends at €6.99 to the fantastic Reserva at €11.99, while the Soleus range of Organic Wine produced by Mont Gras is also going from strength to strength.

Montes wines are the latest addition to the Barry & Fitzwilliam portfolio from June 1. “Montes is amongst the finest producers of top class Chilean wines, from the Villa Montes range, right through to the iconic Alpha Range,” notes Michael Barry, who thanked the team at previous distributor, Findlaters, for their work with the brand.

From Spain, Beronia Rioja wines from Gonzalez Byass and Raimat from Penedes are two exceptional ranges which have developed a cult following here.

B&F also includes Argentina’s Santa Julia/Zuccardi range in their portfolio, with a fantastic price/quality ratio. At the top end, Zuccardi Zeta is on absolute wow, according to Michael Barry.

B&F also carry Codorniu, as well as the Charles and Piper Heidsieck Champagne brands.

Barry& Fitzwilliam / Allied Wines have a very strong line up in the Fortified Wine Sector, including Harvey’s Bristol Cream Sherry, Croft Original Sherry, Tio Pepe Sherry, Cockburns and Taylor’s Port.

Drinks: Wines & Spirits

Errazuriz Estates, distributed in Ireland by Cassidy Wines, are widely available in Ireland, with the Estates Range retailing at €9.99.

in Ireland in the late summer to conduct a number of tastings.

Findlater Wine & Spirit Company The hugely successful The Bend in the River wine, with over 40% of the German market, are launching their new Sauvignon Blanc to the range this year.

Ireland has seen a growth in the Sauvignon Blanc grape variety and The Bend in the River is keeping up with market trends and supplying the demand for this varietal.

Deliciously fresh and crisp, with aromas of exotic fruit and hints of gooseberry, this is an excellent aperitif and a perfect match to spicy or Asian cuisine.

Already in the Top 20 wine brands in Ireland, The Bend in the River range is an easy drinking lifestyle brand, and continuing the success of 2009, will be supported by above the line and a strong promotional campaign in 2010.

Cassidy Wines Errazuriz Estates, distributed in Ireland by Cassidy Wines, have announced the renewal of their sponsorship of Tennis Ireland in time for an important Davis Cup match in July. Errazuriz have invested heavily in 2009 and 2010 with the opening of their new winery later this year.

Errazuriz wines are widely available in Ireland with the Estates Range retailing at €9.99 and the Max Reserva range retailing at €14.99.

Winemaker Francisco Baettig will be

The Bend in the River range is an easy drinking lifestyle brand, which has just added a Sauvignon Blanc to its portfolio.

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May10Summer

Drinks: Wines & Spirits

SPIRITS Of course, summer wouldn’t be summer without cocktail fever sweeping the nation, as consumers all over Ireland reach for those long drinks that seem par for the course when the sun shines. We focus on some of the premium brands to stock up on this summer.

Edward Dillon & Co. Ltd

to capture the fruit’s essential oils and ensure this classic drink bursts with citrus and a long, refreshing taste.

This citrus ingredient is the ideal partner for the freshly squeezed lemons used to create the Bombay Sapphire Collins, which is based on the classic ‘Tom Collins’ cocktail. For more information on Bombay Sapphire, visit www. bombaysapphire.com

From Edward Dillon & Co. Ltd, Grey Goose, widely renowned as Barry & Fitzwilliam the world’s best tasting vodka, The Barry & Fitzwilliam is available in four delicious vehicle distributes a wide and distinct flavours, Grey range of premium spirits.

Goose L’Original, L’Orange, They include Teachers Scotch, La Poire and Le Citron. Each Courvoisier Cognac, Rémy bottle of Grey Goose is produced Martin Cognac, The Famous using the finest gastronomic Grouse Finest Scotch Whisky, From Edward traditions in France under Jim Beam Bourbon, Vladivar Dillon & Co. Ltd, the watchful eye of the Grey Vodka, Boru Vodka and Grey Goose is widely renowned Stolichnaya.

Goose mâitre de chai. Grey as the world’s Goose also boasts some of the Cointreau is the perbest tasting best cocktails ever created and fect partner for cocktails, vodka. to view some of these recipes, renowned for livening up a visit www.greygoose.com. Grey Goose Margarita, making a long drink even is available from leading off licenses longer with 7Up or the stylish party nationwide and retails at €45.79 Cosmopolitan cocktail.

Bombay Sapphire gin, also from Bols Distilleries is one of the Edward Dillon & Co. Ltd, is delilargest and oldest producers of fine cately infused with aromatic flavours spirits and liqueurs in the world, of 10 botanicals – which include the some dating back to the year 1575. peels of the juiciest Spanish lemons.

Many of the unique flavours of Bols These peels are dried naturally in the liqueurs are made with fruit juices, Mediterranean sun, allowing the zest thereby creating the ideal platform for some of the best cocktails around.

The selection of flavours available from Bols is vast and includes Bols Blue, Grenadine, Advocaat, Crème de Cacao, Cherry Brandy, Amaretto and many more.

Sourz’ unique, dual sweet & sour flavour is performing extremely well in Ireland, while Jagermeister, the famous German schnapps, is a huge seller in the shooter market, particularly among student trend setters and is growing internationally, with sales in Ireland up 10% for the first quarter of 2010.

B&F have added two exciting brands to their portfolio in the shape of Tia Maria and Disaronno. Tia Maria is a hugely popular coffee liqueur worldwide, particularly in its mixability in cocktails, with coffee or in desserts, or mixed with milk and ice as a luxurious long drink. With its distinctive square glass decanter and smooth almond flavour, Disaronno Tia Maria, from has a secret recipe Barry & Fitzwilliam, is a hugely popular which is said to coffee liqueur include the pure worldwide. essence of 17 selected herbs and fruits with an infusion of apricot kernel oil.

Barry Group Signs Exclusive Distribution Deals

Bombay Sapphire gin is delicately infused with aromatic flavours of 10 botanicals – which include the peels of the juiciest Spanish lemons.

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BARRY Group, one of Ireland’s largest alcohol wholesalers, has signed up some of the world’s best known wine, beer and spirit brands for exclusive distribution in its Carry Out and Costcutter off licenses. New brands include Yali, an eco-friendly range of Chilean wine, and South African wine, Spier. Premium Russian beer Baltika, and Sobieski, one of Poland’s top vodkas.

“Our focus remains squarely on stocking quality product at best value for our customers, but it’s also about providing a wide range and choice so that the needs and tastes of our consumers are met whenever they visit a Carry Out store,” noted Jim Barry, MD of The Barry Group.

May10Summer

Drinks: Beer & Cider

Warm Weather: Cold Comforts When temperatures rise this summer, Irish consumers will be reaching for cold beers and ciders, with the arrival of barbeque season and the World Cup in South Africa set to boost sales.

Ireland’s

off-trade beer and cider market continues to blossom, as more and more consumers choose to enjoy their favourite tipple in the comfort of their own homes.

This summer should provide ample opportunities for the off-trade to thrive, thanks to the advent of barbeque season and the month-long soccer celebration that is the World Cup in South Africa, which takes place from June 11 to July 11, as armchair sports-fans throughout the country relax in front of the TV, generally with a bottle or can of their beer and cider brand of choice.

Heineken Heineken, Ireland’s number one draught lager, has been enjoyed around the world since 1873. So what has Heineken got on this summer?

The massively popular Heineken brand will be supported with a host of brand activity this summer.

Heineken Music is synonymous with great gigs and musical experiences. With high calibre acts including Passion Pit, Peter Doherty, Marina and the Diamonds, Miike Snow and White Lies, Heineken Green Spheres continues to go from strength to strength with each gig around the country. Added to this, Heineken Music’s association with Oxegen and Electric Picnic ensures Heineken continues to lead the way in the music arena, providing the ultimate musical experiences through the year.

This year, for the first time, the rugby and football sporting worlds collided, providing the ultimate sporting occasion on May 22. 2010 represents

a special year for Heineken in sport, with 15 years of the Heineken Cup, and the year the Heineken Cup Final meets the UEFA Champions League final. Heineken Star Saturday, which took place on Saturday, May 22, was a unique opportunity for soccer and rugby fans to celebrate with an ice cold Heineken across Ireland on one epic day.

With the sun shining and BBQ season in full swing, the Heineken Draught Keg provides the perfect opportunity for consumers to serve the perfect glass of smooth, cold beer, whether it’s a party or a barbeque or watching the match on the outdoor projector.

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May10Summer

Drinks: Beer & Cider

at some of the finest courses in Ireland. This summer, the brand will be satisfying punters’ thirst for racing across the finest furlongs of the country, including Ballinrobe, Co. Mayo, Bellewstown, Co. Meath, Laytown Strand and The Curragh in Kildare.

In tandem with the racing association, Heineken Ireland continues to reaffirm Murphy’s has a long and proud tradition of success its commitment to the in renewing and strengthening its relationship with development of Beamish successive generations of stout drinkers. and has since widened its distribution over the past year, resulting in increased sales Murphy’s Stout for the brand. Founded by dynamic Murphy’s, from Heineken Ireland, is duo William Beamish and William deeply entrenched in Cork, having Crawford in 1792, over 200 years been brewed at Lady’s Well Brewery on, Beamish is one of the oldest and since 1856. Its smooth creamy favourite stouts still brewed excluconsistency and gently roasted flavour sively in Ireland. proves that James J. Murphy and his brothers certainly got it right when they started brewing over 150 years ago. Murphy’s has a long and proud tradition of success in renewing and strengthening its relationship with successive generations of stout drinkers.

Offering the best food, sport, and entertainment for culture vultures, Murphy’s Little Big Nights Out series continues to delight Cork this season as the perfect midsummer treat. To date, the series has seen musical masterpiece The Blues Brothers shown in The Flying Enterprise, the 1986 All-Ireland Hurling Final screened with Cork’s hurling legends, the notorious John Spillane in Counihan’s and Florence and the Machine in the Winner of the Monde Selection Opera House. Anyone wanting to get international food quality award in on the next Little Big Night Out for Best in Stout in 2009, Beamish continues to cement its long-standing should apply for tickets at www.littradition of superior quality. tlebignightsout.com.

Summer 2010 will also see Murphy’s sponsor the inaugural Winner of the Monde Selection Cork Oyster Festival to the delight of international food quality award for foodies everywhere. The fest will be Best in Stout in 2009, Beamish continshowcasing the best in local seafood at ues to cement its long-standing tradisome of Cork’s finest restaurants. tion of superior quality. Distinguished dark malts and selected roast barley allow Beamish to provide the characBeamish teristic of chocolate and coffee-like flaSummer 2010 sees Beamish become vours, positioning it as the premium increasingly synonymous with top choice for stout connoisseurs. class horse racing, hosting key races 36

Bulmers Ltd 2010 saw an exciting new product launch to the Irish drinks sector as Bulmers Ltd launched a new variant into the Irish cider market, Bulmers Berry. The new fruit cider enters a largely untapped, growing market with considerable potential.

New Bulmers Berry is a unique blend of 17 varieties of apple, fused with the finest selection of blackcurrants, raspberries and strawberries.

“Bulmers is absolutely delighted to add another extension to our brand portfolio,” noted Michael Merrins, Managing Director, Bulmers Ltd. “After carefully exploring the opportunities for the brand following the successful launch of Bulmers Pear last year, it became evident that the fruit cider market presented an exciting and logical extension for Bulmers, driving our commitment to growing the cider category, whilst responding to consumer demand. Our research has shown that the blend of apples with blackcurrants, raspberries and strawberries in Bulmers Berry is spot on in terms of consumer tastes and initial feedback has really filled us with confidence about the potential for Bulmers Berry in Ireland.

20 million cans in production this year, rain or shine.

Now that’s a brilliant forecast.

No matter what the weather, you’ll need to make more room to keep Bavaria Crown on the shelf with this year’s refreshing forecast. After all, we’ve been brewing this great tasting beer since 1719 using the finest natural ingredients of malted barley, hops and the purest mineral water.

For more information about our full range of high quality products, visit us online at www.bavaria.ie

Bavaria ® Premium Pils 300 YEARS OF EXPERTISE IN EVERY DROP Enjoy

Responsibly. Visit

May10Summer

Drinks: Beer & Cider

“We have had great success with Bulmers Pear which, in the 10 months since launch, has grown to become the number one Pear cider in the Republic of Ireland, based on consumer sales in the licensed and grocery trade,” he continued. “We anticipate the same success with Bulmers Berry and are putting significant support behind the launch. We feel strongly that Bulmers Berry will prove to be a real talking point with consumers and trade alike, and will generate a welcome buzz around the drinks industry.”

Bulmers Berry is a unique blend of 17 varieties of apple, similar to Bulmers Original, fused with the finest selection of blackcurrants, raspberries and strawberries. With an ABV of 4.5%, Bulmers Berry is a premium and natural product, maintaining the distinctive character of its parent Bulmers.

New Bulmers Berry will be supported by a heavyweight national TV, outdoor, online and sampling campaign. In keeping with the undergrowth nature of the product, Bulmers has opted for an underground theme for its launch activity in association with Secret Wars. For the first time ever, Bulmers is rolling out a PR, online, viral and word-of-mouth campaign prior to the launch of the mainstream ATL activity in the summer.

Bulmers’ extensive sponsorship activity includes The Magners League, the Bulmers All Ireland Cups and Shields golf tournament, and Bulmers Live Summer series on Thursday evenings at Leopardstown Racecourse.

Bulmers Light Irish Cider is the only low calorie cider on the Irish market and retains all of the characteristics of Bulmers Original Irish Cider, i.e. alcohol volume (4.5%), taste, colour, carbonation and nose. Bulmers Light has only 92 calories per 330ml bottle, providing a lighter alternative.

In 2010, Bulmers Light supported both the Dublin City University Fashion Show in the Helix and the DIT Fashion Show in Vicar Street.

Corona Extra Corona Extra has grown dramatically in both the on and the off trade over the last few years and the trend already this year is for more of the 38

same. Corona is currently backed by an intensive radio, cinema and national press campaign with the theme, ‘Experience the Extraordinary’.

“Sales have risen threefold in the last three years and anecdotal evidence would suggest that Corona Extra is the biggest selling bottled beer in the on-trade at the moment,” says Barry & Fitzwilliam Managing Director, Michael Barry.

The 12-pack for the off trade has really helped its visibility in Barry & Fitzwilliam this sector. “We anticipate a 10% anticipate a 10% growth in overall Corona sales for 2010. growth in our overall Corona sales for 2010 in a market that is suffering dramatically,” Barry enthuses. “We are already plus 30% for the first quarter.”

Bavaria Bavaria has been brewed in Holland since 1719 using the finest natural ingredients; natural mineral water from their own wells and malt from their own malting house. Available in Ireland from the Gleeson Group, Bavaria is priced very competitively and offers consumers a superb tasting beer.

This year, Bavaria launches its new TV campaign ‘The Drop’, following on from the huge success of the ‘300 Years’ campaign last year. With summer approaching, music festival season is upon us and Bavaria is sponsoring a number of summer music events around the country, including Sea Sessions in Bundoran, Indiependence Festival in Mitchelstown and Castle Palooza in

Bavaria is priced very competitively and offers consumers a superb tasting beer.

Tullamore. A huge press and radio campaign will surround these events, along with in-store promotion.

Warsteiner Also from the Gleeson Group, Warsteiner is one of the best known and wellrespected lager brands in Europe and is among the most popular beer brands in Germany. Served in more than 60 countries around the world, the Warsteiner Brewery has maintained the highest quality standards for over 250 years.

This pilsnerstyle beer, which is brewed using select ingredients and especially soft water from Warsteiner is the company’s one of the best own Kaiserquelle known and wellrespected lager (‘Emperor’s brands in Europe Spring’), is and is among brewed in the the most popular town of Warstein beer brands in in Germany and Germany.

May10Summer

dates back to 1753. All beer is brewed in strict accordance with the German Purity Law of 1516 (no chemicals, additives or preservatives). This guarantees that Warsteiner is of the absolute highest quality.

Warsteiner 4.8% Premium Verum is a pilsner-style beer with a fresh, clean, perfectly-balanced taste crowned by a frothy head and a mild, crisp hop finish. 2010 will be a big year for Warsteiner in Ireland as the brand expands its draught penetration around the country.

Devils Bit Cider Claiming the number two spot in the Irish cider market, Devils Bit, from the Gleeson Group, continues its upward curve in the market, providing outstanding value for a cider of the highest quality.

Named after the Devils Bit mountain range in County Tipperary, where some of Ireland’s finest cider apples are grown and harvested, it is made using no artificial colours,

sweeteners or flavours, to 6% ABV. With more and more people looking for greater value for their money, without having to sacrifice quality, Devils Bit has continued to increase its sales and looks set for an exceptionally Devils Bit continues strong 2010. its upward curve in the market, providing Summer outstanding value for 2010 also a cider of the highest sees the quality. beginning of a major rebrand for Devils Bit, with a new, modern style set to give

Drinks: Beer & Cider

the brand an improved, eye-catching appeal.

Guinness Backs Emerging Social Entrepreneurs

THE Arthur Guinness Fund awardees 2010 were announced at an awards ceremony at Guinness Storehouse recently. Pictured at St James’ Gate are Caroline Casey (right) and Gabby Murphy from Kanchi, one of the recipients.

16TH - 17TH JUNE 2010, RDS, DUBLIN

Discover Hidden Opportunities… easyFairs® PACKAGING IRELAND 2010 is your perfect opportunity to find the most pioneering suppliers of packaging material and technology, as well as new innovative ideas. If you want to improve production efficiency, be more cost effective and want to ensure quality and flexibility then this is a unique opportunity to find the best solutions under one roof.

5 Shows under one roof, exhibitors covering every element of the packaging supply-chain: SUPPORTED BY:

For more information and to register for FREE visit www.easyfairs.com/packagingireland 39

May10easyFairs®

PACKAGING IRELAND

®

easyFairs Have Packaging Wrapped Up easyFairs® PACKAGING IRELAND takes place at the RDS, Dublin, on June 16 and 17, offering retailers the change to discover innovative packaging solutions.

European

packaging show specialist easyFairs® brings its highly successful event format to Ireland for the second time in June with easyFairs PACKAGING IRELAND. The show offers an exciting opportunity for Irish retailers to discover innovative new packaging solutions. easyFairs®, which organises around 20 packaging shows across Europe, launched easyFairs® PACKAGING IRELAND last year, and after such a successful launch, the show is now going to be a permanent annual event. Almost 1,000 retail managers, brand managers, product developers and packaging technologists, from brands such as Coca-Cola Ireland, Kerry Foods, Diageo and Microsoft, attended last year’s event, and this year’s visitor figures are expected to be even higher.

TIME & COST-EFFECTIVE TRADE SHOWS

at Dublin’s RDS, will be playing host to the very latest developments in retail packaging, with many products being displayed and demonstrated for the very first time in Ireland.

One company using the show as an Irish launch pad for its latest product is Italian manufacturer PFM Packaging Machinery. The company will be giving the first Irish demonstration of its new integrated multihead weigher and bagging machine.

Designed for the smaller retailer, the new ZC1S operates at speeds of up to 80 bags a minute and employs a bagging section in which the forming tube is inclined, allowing products to slide gently into the bag, rather than drop under gravity.

Irish Product Debuts “The ZC1S has been developed easyFairs PACKAGING IRELAND, to provide an inexpensive system which takes place on June 16 and 17 for handling delicate goods, yet nevertheless offers a high degree of flexibility and accuracy and is simple to use,” says Chris Bolton, PFM Sales and Operations Director.

Award winning self adhesive label manufacturer, Multi Labels, will give the first Irish demonstration of their Gallus EM280 combination press, which Pictured are easyFairs UK Managing Director, Matt has all the latest techBenyon, and Laura Byrne, Marketing Executive, Repak.

40

nology, allowing Multi Labels to offer 10 colours with hot foil in any station and up to three screens in any station.

Nick Monk, Managing Director at Multi Labels, comments: “The Gallus EM280 press is much more competitive on shorter running combination work than our other specialist presses. The hot foil on the Gallus is proven for very high quality premium labels, and we aim to extend our presence in the speciality sectors of the beverage, personal care and food markets.”

PFM Packaging Machinery will be demonstrating their new integrated multi-head weigher and bagging machine, the ZC1S, which operates at speeds of up to 80 bags a minute.

May10easyFairs®

Other Exhibitor Highlights Veriplast Solutions will be exhibiting its new rPET packaging line, which combines excellent product characteristics with an attractive and striking design. The SalaDISC is airtight and designed to keep the product fresh. Sealing for extra protection is easy. With its varying capacities of 500, 750 and 1000cc, the packaging is easy to process automatically. Yet another clear benefit is that the SalaDISC guarantees a high level of product differentiation: the quality of the product is obvious at a single glance.

For an extra image boost, the packaging can also be provided with a colourful label or banderole, ideal for any retailer wanting to grab the customer’s attention.

Following on from their success at the UK easyFairs Packaging Shows, which took place in February of this year at Birmingham’s NEC, Charpak will be looking for similar success with the Irish crowds in June when they showcase their recently launched hinged lid pack, aimed at the indulgent snacking market.

Justin Kempson, Sales Director, says: “There are two sizes available, one for a premium cupcake and the second for high end muffins. Visually stunning with cakes inside, they enhance the product and will increase the sale rate of this type of premium cake.”

Produced in clear rPET (minimum 50% recycled content), the pack is

designed to both protect the product and give excellent visibility. Labelling/ tamper evidence is by means of a C-label. They are simple to close and offer an easy solution to having products available for impulse purchase.

learnShops™ and Repak Consultations Jenny Thornton, FMCG brand specialist, is one of the highlights of a compelling seminar line-up taking place at the event. After senior roles with Yoplait, Tayto and Musgrave, former tennis pro Jenny has developed a new marketing process which she claims can bring new life to FMCG brands and really help improve retailers’ profits.

“For my easyFairs learnShop presentation, I will be focusing on the Life Process. This is a seven step process that brings brands to life,” explains Jenny. “The process allows you to use your creative flair while using a systematic process, which ensures that plans actually go to market. So at each stage, you can say – ‘where are we now,’ ‘where are we going to next,’ ‘have we achieved our objectives to date?’”

During the two days, show partner Repak will also be offering free oneto-one consultations with its technologists, who will be advising retailers, brand managers etc. on innovative ways to cut down on their packaging.

This is Repak’s second time supporting the show after a successful partnership last year.

Laura Byrne, Marketing Executive, Repak, comments: “It’s fantastic to be working with easyFairs again. The first show was such a phenomenal event for us. It’s the only Irish show which looks at sustainable packaging – so when we had the chance to get involved again, we jumped at the chance.”

PACKAGING IRELAND

Lion’s Lair - a Dragons’ Den style contest companies will be putting their innovations to a panel of packaging experts.

“At easyFairs® Packaging Ireland 2010, visitors will get to see first hand what packaging technology can offer them, what options are available to them, and the very latMulti Labels will give the est in packfirst Irish demonstration aging innoof their Gallus EM280 vations,” combination press, which summaoffers 10 colours with hot rises easyfoil in any station and Fairs UK up to three screens in any station.

Managing Director, Matt Benyon. “With so many new product launches, coupled with a fantastic line-up of big name exhibitors and seminar speakers, we’re expecting a fantastic event. For any retailer looking to improve their packaging solutions this is the place to be.

Register FREE now at www. easyfairs.com/packagingireland For more information phone 0044 20 86224417.

Show Extras

Veriplast Solutions will be exhibiting its new rPET packaging line which combines excellent product characteristics with an attractive and striking design.

Along with the 120 companies expected to exhibit, and the freeto-attend learnShops™ and Repak consultations, easyFairs® Packaging Ireland will also deliver plenty of inspiration and learning. The Student Design Challenge will see some of the country’s most promising design talent going head-to-head. While at

Charpak will showcase their recently launched hinged lid pack, aimed at the indulgent snacking market.

41

May10Food

Waste Regulations

Are You Segregating Your Food Waste?

July sees the introduction of new Food Waste Regulations which require retailers producing more than 50kg of food waste per week to source segregate all food waste for separate collection.

From

July 1 of this year, any retailer producing more than 50kg per week of food waste must source segregate all its food waste and ensure that it is either collected by an authorised waste collector, treated on premises or transferred to an authorised facility.

Supermarkets and convenience stores who produce less than 50kg of food waste per week have another year to comply with these regulations (July 1, 2011).

Diverting Waste From Landfill The goal of these new Regulations is to promote the segregation and recovery of food waste in the commercial sector, thus diverting it from landfill. They will facilitate achieving the targets set out in the European Commission’s Landfill Directive 99/31/EC for the diversion of biodegradable municipal waste (BMW) from landfill sites to composting and anaerobic digestion plants, and to other forms of biological treatment: the National Strategy on Biodegradable Waste provides that a 36% diversion of such waste is required in 2010.

Minister Gormley does not support incineration and he has specified in the legislation that the food waste cannot be sent to incinerators.

Where a source-segregated collection for food waste is available, the Regulations include a general prohibition on depositing food waste in the 42

residual waste collection service. In addition, obligated businesses are prevented from shredding or hydrating food waste by mechanical devices to facilitate its discharge to the sewerage infrastructure, other Under the new Regulations, food waste must be segregated than in accordance at source, effectively involving the use of separate with the terms of a bins for food waste. relevant licence.

“Effectively, what the Food Waste Food Waste Regulations mean for retailers is that Management Report they must segregate waste from their Each retailer must also submit supermarkets at source,” explains a food waste management Niall Lord, Sales Director of Food implementation report to their Surplus Management (FSM), who local authority, detailing the use, specialise in recovery and recycling of type, quantity, origin, management short dated and out-of-date products arrangements and destination of and packaging for the manufacturing, food waste – i.e. they must prove wholesale and retail food and drinks that they are compliant with the industry. “Therefore, it will involve legislation. separate bins for food and a separate An annual environmental report collection.”

(AER) may be prepared by a producer Once waste is segregated, it must in response to a notification by local then either be: authority. This AER would contain the following: (a) Collected by an authorised waste collector and transferred to an (a) Quantities of food supplied to authorised treatment process. customers; (b) Subjected to an authorised (b) Quantities of food waste consigned treatment process in the premises to biological treatment, other where the food is produced. methods of treatment or discarded (c) Transferred directly by the as waste; producer for the purposes of an (c) Measures proposed and/or adopted authorised treatment process. to reduce food waste.

RETAILERS, ARE YOU PREPARED FOR JULY 1ST 2010?

NEW FOOD WASTE REGULATIONS 2009 REQUIRE YOU TO SEPARATE YOUR SURPLUS FOOD FROM GENERAL WASTE!

HOW? FOOD SURPLUS MANAGEMENT HAVE A SERVICE IN YOUR AREA.

• 80% OF RETAILERS GENERAL WASTE IS PACKAGED FOOD • FROM JULY 1ST ALL UNSOLD FOOD MUST BE SEPERATED FROM GENERAL WASTE • CATEGORY 3 ANIMAL BY-PRODUCTS MUST BE COLLECTED BY LICENSED COLLECTOR

FSM operate a fleet of 15 vehicles ranging from 7.5 ton rigids to 45ft articulated trailers. Included in our fleet are 6 of our own designed double deck bodies which were designed specifically for supermarket collections.

We are servicing businesses in the 32 counties of this island.

FSM OFFER RETAILERS TWO BIN TYPES: RED BIN for the collection of: packed meats, yogurts, milk, butter/cheese, beverages, juices, ready meals, soups.

GREEN BIN for the collection of: fruit, vegetables, bread, cakes, cereals, biscuits, confectionary, pasta/rice, all dry food.

FSM ARE FULLY LICENSED OPERATORS OFFERING A FULLY COMPLIANT SERVICE CURRENTLY PROVIDE THIS SERVICE TO OVER 350 LARGE AND SMALL SUPERMARKETS NATIONWIDE SERVICE ALSO PROVIDED TO FOOD MANUFACTURING, WHOLESALE AND DISTRIBUTION COMPANIES

CONTACT US NOW Food Surplus Management Limited, Oaktree Business Park, Trim, Co. Meath Tel: 046 948 3002 Fax: 046 948 6750 Email: info@fsm.ie

www.fsm.ie

May10Food

Waste Regulations

Interestingly, the AER has to include measures that the waste producer adopted to reduce food waste in the first place. Businesses already using a brown bin service in Ireland by source separating food waste and weighing it (brown bin service in Ireland is charged on a per kilo basis), were astounded by how much food waste they generate. This led some businesses to examine ways to prevent food waste such as food portion control and buying food prepared.

The Regulations also prohibit the use of in-sink macerators, stating that the output from an in-sink macerator cannot be disposed of into the sewer system.

Animal By-Product Legislation These new Regulations are aligned with the Animal By-Product legislation and the scope excludes categories and types of animal by-products regulated by Department of Agriculture, Fisheries and Food, which are required to be collected and disposed of in a different manner under ABP rules.

“The enforcement of the Animal By-Product legislation is coinciding with the new Food Waste Regulations, which means that not only must supermarkets have an animal by-products collection, but they also must have all their other food waste separated,” explains FSM’s Niall Lord. “Effectively, all food waste from supermarkets must be source segregated, and there must be a separate food waste collection, as distinct from their general waste collection.”

FSM’s service, which they currently provide to approximately 350 retailers across the country, is fully compliant with the new legislation.

types, one for animal by-products and the other for non-animal by-products.

Bigger stores get two collections per week, but most stores have their food waste collected once a week. With very small shops, if they can freeze their animal by-products, we can arrange to collect them every two weeks. We will tailor our service to suit the individual store.”

According to the FSM Sales Director, most of the country’s larger supermarkets already have source segregation in place for their food waste. He cites FSM’s customer base, which includes Tesco, Superquinn, Marks & Spencer, SuperValu and Centra stores right across the country: “We also currently supply our service to a number of smaller retailers, and I see that business increasing as the Regulations come into effect.”

The new Regulations do allow for food waste to be biologically treated (e.g. composted) on the premises where they are generated under specified conditions, but Niall Lord doesn’t see this as a realistic option for most retail stores.

“How do they handle animal byproducts and where do they go with the food waste?” he asks. “The drive here is to divert as much biodegradable waste as possible from landfill, and the good news for retailers is using a service like ours not only ensures compliance with all the regulations but it is cheaper than landfill.

Any of the stores using our service have found that their waste bill has been reduced, primarily because they are taking so much weight out of their general waste.”

Full Compliancy According to Niall Lord, FSM’s service, which they currently provide to approximately 350 retailers across the country, is fully compliant with the new legislation. “We are a licensed animal by-products collector, which none of the waste companies are, and meat waste tends to be the biggest problem for stores,” Lord notes. “We have a nationwide service throughout all 32 counties on the island of Ireland.

“There is no de-packing involved,” he continues. “We provide two bin 44

Food Surplus Management specialise in recovery and recycling of short dated and out of date products and packaging for the manufacturing, wholesale and retail food and drinks industry.

May10SuperValu

Quality Awards

SuperValu Retailers Score on Quality A record number of SuperValu retailers have been presented with SuperValu Quality Awards, which are independently audited by the Excellence Ireland Quality Association.

SuperValu

presented Excellence Ireland Hygiene & Food Safety Certificates to a record number of SuperValu retailers from all over the country, who had completed the National Hygiene & Food Safety programme from EIQA (Excellence Ireland Quality Association), at its annual Quality Awards, held recently in the Malton Hotel, Killarney, Co. Kerry.

No fewer than 185 stores received a SuperValu Quality Award for 2010, which is independently audited by the EIQA. Additionally, a further record number of 85 SuperValu stores received the Supreme Hygiene Award, which rewards retailers that have performed to a consistently high level over a three year period.

quality measures and the highest levels of hygiene.

“SuperValu stores continue to push out the boundaries of excellence in everything they do,” said Donal Horgan, SuperValu Managing Director, speaking at the awards. “The brand Ciaran Levis, SuperValu Sales Director, and Martin Roper, is committed to Technical Director, Excellence Ireland Quality Association, meeting and exceedare pictured presenting store owner Eugene Scally, from Scally’s SuperValu, Clonakilty, Co. Cork, with the ing the highest standExcellence Ireland Hygiene Award. ards of food safety.

Quality is at the heart Director of Excellence Ireland Quality of everything we do and the number Association, stressed how “the of stores that have been awarded an EIQA National Hygiene programme EIQA Award is a testament to this. incorporates all recognised codes of The hygiene ethos is embedded in daily good hygiene practice, ensuring robust standards and is maintained throughstandards and excellence in hygiene Rigorous Quality out our food chain, from production and food safety. Today’s consumer Measures right through to the supermarket shelf. is more demanding than ever and The awards demonstrate SuperValu’s “A quality performance is about superb hygiene and food safety ongoing commitment to rigorous determination to constandards are expected. However, stantly serve our customit is the consistency in this delivery ers to the very best of our that ensures an organisation achieves ability,” he continued. stand-out and SuperValu certainly “It’s about going that is recognised amongst the wider extra mile, not because community for its outstanding results we have to, but because in this area.” we want to. It’s about the She went on to stress the imporrange of food we offer, tance of such achievements being our customer service “acknowledged and applauded and so standards, our store become an incentive for others to strive locations, and not only to reach the same high standards”.

Donal Horgan, SuperValu Managing Director (left) meeting, but exceeding “SuperValu’s well deserved repuand Irene Collins, Managing Director of Excellence expectations”. tation for high standards with their Ireland Quality Association (right), are pictured approach to hygiene and quality are presenting Cormac Quish, Quish SuperValu Group, not just an add-on to what they do, Consistency of store manager Niall Shanaghy and Anne Cheasty, but very much a part of their everyDelivery Quish’s SuperValu, Tramore, Co. Waterford, with the Supreme Excellence Ireland Hygiene Award. day routine,” she concluded.

Irene Collins, Managing 45

May10World

Cup

Football Fever With World Cup fever about to hit our TV screens, this summer is all about entertaining at home. We highlight the big brands, guaranteed to score with consumers.

The 2010 PepsiMax football campaign features a selection of the world’s most exciting soccer players in a spectacular Body Paint campaign.

Despite

the fact that Ireland failed to quality for the World Cup in South Africa, which kicks off on June 11, interest remains high around the country for the greatest football tournament on earth. While many of us will be wondering ‘what if’ the hand of Henry hadn’t cruelly ended our World Cup dream, there remains a month-long feast of football, which will culminate on July 11 when one team from the 32 qualifiers will be crowned champions.

The biggest football tournament in the world also brings big profit opportunities for those in the retail trade, as legions of consumers set about entertaining at home. Crossmerchandising a range of snack foods, drinks, convenience foods, barbeque products etc. will bring added sales opportunities for canny retailers.

Many of the biggest brands in your store will be running special promo46

tions for the duration of the World Cup, and it’s important to highlight these in-store to maximise sales.

PepsiCo Ireland PepsiCo Ireland have launched the 2010 PepsiMax football campaign, featuring a selection of the world’s most exciting soccer players. Current World Player of the Year, Lionel Messi, is joined by Ricardo Kaká, Frank Lampard, Andrei Arshavin, Didier Drogba, Fernando Torres and Michael Ballack in the spectacular new Body Paint campaign. The eye-catching promotion positions the colourfully painted players on billboards and buses around Ireland.

In addition, these lively images will be featured on limited edition packs of PepsiMax throughout the summer.

“Over the years, we have created a range of exciting campaigns that are innovative, irreverent and capture the

imaginations of our fans, ranging from featuring sumo wrestlers to cowboys to surfers,” said Elizabeth Sheehan, Marketing Manager, PepsiCo Ireland.

“This year, at a time when every major brand is focused on football, we want to push the boundaries even further and bring fans a campaign that not only features the best players in the world, but also presents them in a unique and personal way that is light hearted, entertaining and fun. The body paint images bring a modern look to a very traditional means of expression and showcase each of our players’ universal passion for the game.”

McCain It seems McCain, Ireland’s biggest player in frozen potato and frozen pizza, is unstoppable. This winning brand continues to press forward, hungry to achieve its twin goals of

May10World

Cup

New McCain Pizza Anytime is perfect for snacking.

growing the frozen potato and the frozen pizza categories by launching a new range of innovative products.

Just in time for the World Cup, they’re adding something new and exciting to the extensive McCain lineup! ‘Footballs’ are delicious balls of creamy mashed potato with a crispy coating: watch them quickly become a favourite with families.

And there are two more new names to look out for: McCain Pizza Maximo and McCain Pizza Anytime.

Like all their pizzas, they’re real crowd-pleasers! Perfect for sharing, the Maximo American Hot is ideal for those who like things a little bit spicy, while the McCain Pizza Maximo Cheesy Garlic will appeal to cheese fans and vegetarians.

You can expect McCain Pizza Anytime to be a huge hit every time!

In three popular varieties - Hawaiian

Style Ham & Pineapple, Spicy Chicken, and Four Cheeses – these pizzas are perfect for snacking.

Not to be left in the shade, all the packs in the McCain Prepared Potato range have been given an eye-catching new look. This should boost sales of favourites like McCain Wedges that include Lightly Spiced, Sea Salt & Black Pepper and Summer Wedges.

Gary Lineker is pictured with the Walkers Flavour Cup squad, launching the competition to find the world’s best crisp flavour.

Walkers

Walkers has launched a multi-million euro quest to find the world’s best crisp flavour, as part of its biggest ever flavour promotion. Millions of crisps fans are expected to show their support for the ‘Walkers Flavour Cup’, which kicked off last month, as 15 internationally inspired flavours including Irish Stew, English Roast Beef & Yorkshire Pudding, German Bratwurst Sausage, Argentinean Flame Grilled Steak and Brazilian Salsa go bag-to-bag in a special flavour tournament which McCain have a stunning range of frozen potato and pizza runs until July. products available this summer, including new Footballs, All of the 15 flaMcCain Pizza Maximo and new look McCain wedges. vours will be available 48

in multipacks and eight of the flavours in single serve.

The Walkers Flavour Cup is supported by an extensive marketing programme, including TV advertising, online activity and a strong mobile and social networking presence. All communication will encourage consumers to buy and trial each of the flavours and then visit www.walkerscrisps.ie. Once there, consumers can support their favourite flavour by joining a flavour fan club where they will have a chance to win fan club prizes. At the end of the competition, the flavour with the most fans

will be declared the Walkers Flavour Cup Champion. Walkers are also encouraging consumers to show how passionate a flavour fan they are by uploading a short video or photo to

As part of the Walkers Flavour Cup competition, consumers can try an Irish flavour in the form of Irish Stew.

May10World

Cup

Robert Roberts

South African Sweet Chutney and Dutch Edam Cheese, two of the international flavours in the Walkers Flavour Cup competition.

become their flavour’s Superfan. The best Superfan entry from each of the 15 flavours will win €11,000!

Eye-catching Point-of-Sale material, including posters, wobblers, stackers and clip strips, is available to help retailers to create massive instore impact and consumer awareness which will drive incremental sales.

Nicky Wells, Walkers Marketing Manager, says: “After the massive success of ‘Do Us a Flavour’ last year, we’ve come up with an even bigger idea with an international feel which is going to be even more engaging for our consumers. By stocking up on the range of internationally inspired flavours and using the eye catching Point-of-Sale material, retailers can really make the Flavour Cup promotion come alive in store. By leveraging the multimillion euro marketing investment, they will be able to generate significant incremental sales. And for the first time ever, consumers can try an Irish flavour in the form of Irish Stew.”

to win either a branded inflatable footie stadium or a city break to either Barcelona, Madrid or Milan.

“We see the World Cup and other football fixtures as a key opportunity for the brand to tap into the social aspects of football,” noted Keith Farrell, Marketing Manager for Chicago Town Takeaway. “The Chicago Town Footie Feast will be a key product for many retailers to anchor their World Cup activity around, giving particular excitement to frozen as probably the only real World Cup offer available within the pizza sector.”

Chicago Town Takeaway is Ireland’s fastest growing pizza brand (Source: ACNielsen, Scantrack, March 2010) and is available to order from Dr Oetker Ireland.

Chicago Town Frozen pizza brand Chicago Town is launching a radio advertising campaign as part of its investment to promote its limited edition Footie Feast Pizza.

The pizza, part of the Chicago Town Takeaway range, is aimed at armchair football fans ahead of this year’s World Cup in South Africa.

An on-pack promotion will also give consumers the chance

Footie Feast Pizza, part of the Chicago Town Takeaway range, is aimed at armchair football fans ahead of this year’s World Cup in South Africa.

McCoy’s Crisps, the number two ridged crisp on the market, worth €2.8m, is enjoying strong success and the brand is set for a sales boost with its World Cup-themed promotion on-pack. McCoy’s fans can enter the competition via text or online at www. mccoys.co.uk for a chance to win one of 10 all-expenses-paid football trips around the world. Locations include Barcelona, Milan and the World Cup host nation, South Africa. Fans can also bag football survival kits every 90 minutes, providing everything they need to enjoy the football this summer.

The promotion will be supported

Consumers are being prompted to celebrate their best quality footie moments with a KP Nuts promotion, which gives them the chance to win thousands of football-themed prizes.

in-store will high impact floor displays and strong consumer value offers.

The McCoys range now offers four delicious flavours: Flamegrilled Steak, Salt & Vinegar, Cheese and Onion and New Bacon Sizzler, a delicious extention to the range.

Football fans are being prompted to celebrate best quality footie moments with KP Nuts, renowned for its best quality credentials. The promotion will direct consumers who buy packs of KP Nuts to vote by text or online at www.kpnuts.com for their best quality football moment of all time for a chance to win prizes. Entrants to the promotion stand the chance of winning thousands of football themed prizes, including mini footballs, replica shirts and table football, as well as a holiday to a top football destination.

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May10Summer

Living: BBQ

The Heat is On Summer is almost upon us, with profit opportunities across a range of food groups and the advent of BBQ season. We focus on the big brands to stock for sizzling summer sales.

The

the majority of barbeques are still credit crunch has meant that held at the weekend. Irish barbequers for many Irish consumers, staying are also becoming more adventurous, in was the new going out and more with prime cuts of meat and gastroof the same is predicted for this year grill seafood joining the old favour– although for the summer season, ites, burgers and sausages, on grills going out doesn’t have to mean spendaround the country. ing a fortune on restaurants. With the barbeque season hitting full swing, consumers can simply go out…in their Cuisine de France gardens and on their patios, as the This summer, Cuisine de France is al fresco lifestyle once again stakes a focusing on the original Parisien. claim on Irish hearts and stomachs.

Made with French flour from the Over the past six years, National Paris basin, the Cuisine de France BBQ Week, the annual celebration of Parisien, remains the ultimate better BBQ’ing, has helped Ireland accessory for summer holidays. embrace BBQ culture and despite Supported by a strong consumer some pretty appalling summers has campaign across television, radio and also helped increase the number online, the Cuisine de France Parisien of BBQ’s held each year, as well is a must-stock item for all stores. The encouraging consumers to be more campaign will be supported with a €1 adventurous on the grill. Timed to price point in June and July, ensuring kick-start the Irish BBQ season, the that consumers get great value from 6th National BBQ Week (June 7-13) Ireland’s favourite French bread will also help celebrate the start of brand. As the leading French bread the 19th FIFA World Cup. For the supplier in Ireland, Cuisine de France particularly adventurous, there are 32 has been supplying Irish Families for special BBQ recipes, one for each of over 20 years. the national teams competing in the Tournament.

The third Have a Better Barbi Day takes place on August 2, Bank Holiday Monday, encouraging grill masters all over Ireland to create the biggest BBQ event yet!

Irish consumers have really embraced al fresco dining, with the barbeque market estimated to be worth over €330m per year, and showing strong growth over the last few years. There is an increasSupported by a strong consumer campaign across ing trend towards aftertelevision, radio and online, the Cuisine de France work barbequing, although Parisien is a must-stock item for all stores.

50

Rib World have enjoyed tremendous success in Irish and export markets, and their products are now stocked by the majority of leading retailers, including Tesco, SuperValu, Superquinn, Dunnes Stores, Lidl and Aldi.

Rib World Established in 2004, Rib World is already amongst the top three producers of cooked pork ribs in Europe, with a turnover exceeding €9m and a workforce of more than 50. Rib World is a state-of-theart processing operation, based in Clonmel, County Tipperary.

Following detailed analysis in Europe, the demand for a fully cooked, high-quality, loin rib by the foodservice and retail market was identified. Mid-2006 saw the company move into the retail sector, leading to rapid growth, and Rib World product is now stocked by the majority of leading retailers, including Tesco, SuperValu, Superquinn, Dunnes Stores, Lidl and Aldi. Their loin ribs are cooked in a BBQ marinade/sauce and defatted for a better eating experience. The product can be used both in the oven, garden BBQ or the Micro-oven.

Restaurant Quality Ribs… …at Retail Prices.

Succulent Fully Cooked Pork Ribs Available in a Range of Flavours

New Product Launch Pork Fillet in BBQ Flavour Sauce & Glaze and Piri Piri Sauce & Glaze.

The Most Tender Meat Cooked to Perfection

®

“Great taste at your fingertips”

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May10Summer

Living: BBQ

HJ Heinz Heinz Ketchup is synonymous with taste and what better accompaniment for summertime barbecues than the extensive Heinz Tomato Ketchup range. Boasting a large variety of sizes, Heinz Tomato Ketchup is available in glass, Squeezy and Top Down formats.

Heinz Top Down Tomato Ketchup, available in 460g, 700g and 910KG sizes, offers the benefits of an innovative no mess, no waste, stayclean cap and all the taste of Ireland’s favourite Heinz Tomato tomato ketchup.

Ketchup is the number one selling Heinz Tomato tomato ketchup brand Ketchup is the in Ireland with a number one 60.6% volume share of the Tomato Ketchup selling tomato ketchup brand category in ROI. in Ireland with a 60.6% volume share of the Tomato Ketchup category in ROI (Source: ACNielsen, April 2010).

Heinz new website, www.

SqueezeHeinz. ie has been specially developed for Irish consumers and has lots to offer, including facts about Heinz Tomato Ketchup, recipes, tips and a kids’ zone.

Heinz BBQ Sauce BBQ sauce is available in the is popular handy Heinz Top Down format. indoors all year 52

round but is also the ideal accompaniment to barbequed foods, making it a household essential in summer months. HJ Heinz, the market leader in BBQ sauce, claims a combined market share of 37.1% (Source: ACNielsen, April 2010), across its two BBQ brands, Heinz and HP. There are two BBQ varieties under the Heinz brand, Original and Hot ‘n’ Sizzling, both in the handy Heinz Top Down format.

The HP range of sauces, from HJ Heinz, includes HP Classic BBQ in 250g glass, along with Classic Woodsmoke and Spicy Woodsmoke varieties in a 430g squeezy pack.

Lea & Perrins, the original Worcestershire Sauce provides the ideal base for home-made marinades.

Irish Pride The soft rolls category is one of the key categories in the bread market, delivering 4% volume growth this year (Source: ACNielsen, MAT, February 21, 2010). The sector appeals to the consumer as it offers variety and convenience.

Irish Pride claims leadership of the soft rolls category and following a focused approach to sales development, has grown its market share to 23% (Source: ACNielsen, MAT, February 21, 2010). This success has been achieved through the superior quality of the soft rolls range produced by Irish Pride in their stateof-the-art bakery in Taghmon, Co. Wexford.

The Irish Pride range offers consumers versatility and choice. Their Bunsters burger bun and hot dog roll range is perfect for any barbeque, while the Irish Pride Bap range

can be enjoyed as a healthy snack throughout the day, and includes the soft textured Floury Bap and a healthier high fibre option with their Healthy Grain Bap. Irish Pride Bakeries will continue to focus on growing their sales and brand presence in the soft rolls market to help customers to get the best possible performance from the category during 2010.

Levi Roots Caribbean food entrepreneur Levi Roots is expanding his range of squeezy bottled sauces with the launch of two new relishes - Mango & Chilli and Reggae Reggae Relish, which will be hitting supermarket shelves this month. The new condiments mark the brand’s first venture into the New from Levi Roots, relish category Mango & Chilli Relish and will sit is a mango-based sauce alongside with a combination of Reggae Reggae Caribbean Herbs and Scotch Bonnet Chillies.

Tomato Ketchup and the newly introduced squeezy Reggae Reggae Sauce to create the brand’s exciting new ‘squeezy’ sauces portfolio.

Furthermore, the new relishes are set

The Irish Pride Bunsters burger bun and hot dog roll range is perfect for any barbeque this summer.

May10Summer

Living: BBQ

to revitalise, and add value to the pickles, chutneys and relishes category.

Mango & Chilli Relish is a mangobased sauce with a combination of Caribbean Herbs and Scotch Bonnet Chillies.

Reggae Reggae Relish Levi Roots’ new Reggae Reggae incorporates Relish incorporates the origithe original Reggae nal Reggae Reggae Sauce flavour Reggae Sauce with a mixture of flavour with vegetables, including onions and carrots. a mixture of vegetables, including onions and carrots.

The brand’s original and best selling condiment, Reggae Reggae Sauce is also now available in a convenient ‘squeezy’ bottle. The jerk sauce and marinade has already proven to be extremely popular, particularly during barbeque season, while Reggae Reggae Tomato Ketchup was the first of the Levi Roots range to become available in a squeezy bottle in February 2009. Best described as a unique Caribbean style of ketchup, the sauce includes ingredients such as red Scotch Bonnet chillies, allspice and herbs, and has been designed to add value to the tomato ketchup category.

“With barbeque season fast approaching, consumers are on the look out for new ways to excite their taste buds, so we’re delighted to be launching Mango & Chilli and Reggae Reggae Relish - perfect for consumers to enjoy with burgers, sandwiches or perhaps even as a base for a Caribbean inspired canapé,” notes AB World Foods New Business Development Controller, Howard Morrish.

“We are also delighted to announce that original Reggae Reggae Sauce is also now available in a squeezy bottle, joining our family of 54

squeezy sauces. We anticipate that it will prove just as popular as Reggae Reggae Tomato Ketchup, which has received listings in all major supermarket chains and received a great response from consumers when launched last year.”

Blue Dragon The summer barbeque occasion is a key event for oriental food brand Blue Dragon’s condiments range, as the popularity of in-home consumption increases and consumers seek to add a touch of excitement to their home cooked barbeques.

“Consumers are becoming increasingly familiar with the flavours of Eastern cuisine and want to be able to experiment by adding the classic Oriental tastes they enjoy most to their favourite Western dishes,” notes Tracy Hughes, Blue Dragon Consumer & Trade Marketing Controller. “Blue Dragon’s Squeezy Sauce range - Thai Sweet Chilli Original and Thai Sweet Chilli Hot - meets these exact criteria by introducing an extra twist to the traditional barbeque feast.

“Blue Dragon’s condiments range not only increases variety and convenience in the market, it also allows those bored with ketchup and mayon-

naise to add a touch of the Orient to their burgers and bangers.”

Blue Dragon is set to add further value to its condiments range this summer with the launch of New Blue Dragon Upside Down Thai Sweet Chilli squeezy sauce.

Available in two sizes, this new packaging format will continue to drive the Oriental condiments market, whilst maintaining Blue Dragon is set to Blue Dragon’s add further value to its authenticcondiments range this ity. The new summer with the launch convenient of New Blue Dragon format will Upside Down Thai Sweet Chilli squeezy sauce. also be popular with families, with the bottle’s no slip grip feature enabling easier handling by younger consumers.

Fuelling the Barbeque Season THE Instant BBQ range from Bord na Móna Fuels Ltd has reportedly been a big success for retailers, as it provides a ultra-convenient summer product.

This range of BBQ fuels – Instant Lighting Tray and Instant Lighting Charcoal – was developed with Bord na Móna Fuels’ philosophy of quality, convenience and ease of use in mind.

The Instant Lighting Charcoal contains two ready to use bags, lights with one match, no firelighters needed and no fuss. The Instant Lighting Tray contains an oil dressed grill.

Both products are ‘FSC’ approved and meet the BSEN 1860 (British and European) standards, which is kinder to the environment and provides a safe, efficient solution for barbequing.

With the unpredictability of the Irish weather, Bord na Móna Fuels BBQ Range is always ready whenever the sun starts to shine.

Bord na Móna’s Instant BBQ range: a bit hit with retailers and consumers alike.

May10Write

Up My Street

Londis Have the Write Stuff X Factor stars Jedward launched the 2010 Londis ‘Write Up My Street’ initiative in aid of Barnardos.

Jedward

Finlay, said, “Barnardos is delighted to be working recently launched the 2010 once again with Londis to Londis ‘Write Up My Street’ celebrate two areas that initiative in aid of Barnardos, are at the very centre of where they debuted their Barnardos’ work – community latest musical offering, the and education. Barnardos ‘Write Up My Street’ rap, to works in the heart of local a crowd of delighted children communities all around the from Kildare Place National country and every day we School in Rathmines. see the challenges faced in Encouraged by a terrific those areas. We also see the response to the inaugural great accomplishments of ‘Write Up My Street’ initiapeople, simply by pulling tive in 2009, which saw over Londis Marketing Manager Ruth Norton, is pictured with together to create a better 3,000 entrants and €30,000 Jedward, and mini-Jedward, Robert and Aaron Lynch, world for themselves and raised for Barnardos, Londis aged 8, from Castleknock, at the launch of the 2010 Londis those around them. ‘Write are once again asking young ‘Write Up My Street’ initiative.

Up My Street’ encourages people across Ireland to subchildren to acknowledge and of our communities! Discovering the mit short stories on the theme celebrate the strength and spirit of vibrant imagination and creative talof ‘Community: The People, The Place their local community. A lot of our ent of our young people in doing so is and The Pride’, depicting what they work here in Barnardos is about a real bonus.” love about their communities and supporting children to start school Winning entries from each county what makes the villages, towns and and then helping them to stay in in Ireland will be chosen by the judges cities in which they live so unique. education. We are delighted to be part for inclusion in a specially commisof an initiative that makes writing fun sioned book to be sold in participating At the Heart of the and encourages children to tell their Londis stores across Ireland, with Community stories.” proceeds going to Barnardos chil“Londis retailers are at the heart of See www.londis.ie for more infordren’s charity. In addition, one overall communities throughout Ireland and mation and to read the stories that primary school, which is deemed to appreciate, now more than ever, the were selected for publication last year. have the most entrants per student importance of the support and shared population, will receive a €5,000 values of their local community,” library voucher for their school. The explained Ruth Norton, Londis best entry from each age category will Marketing Manager. “As parents receive a €250 book voucher. themselves, they want their own children to grow up surrounded by The age categories are: the support of a warm and welcoming a) 5-7 years community and to understand and b) 8-10 years appreciate the value of being part of c) 11-12 years an active and supportive community. d) 13-18 years.

“This competition encourages young people across Ireland to really engage with the spirit of community Community and and, in particular, to consider how Education each one of us can contribute to the The proceeds of the book will help collective power of more vibrant and thousands of vulnerable children to supportive communities in Ireland, be make the most of their education by it your local village, town, football or attending Barnardos After School classroom. We know Ireland is a great programmes in communities across place to live, so we’re really looking the country. Speaking at the launch, forward to hearing all about the best Barnardos Chief Executive, Fergus 55

May10Salads

& Dressings

Dressed To Impress Summer is the peak selling period for salads, dressings and condiments as Irish consumers seek out lighter, healthier meal experiences.

Summer

is on the way, with the swing towards lighter eating, making fresh salads the perfect choice for family meals and quick and tasty snacks.

Consumers want to move out of the kitchen and want that summertime al fresco dining experience. They want convenient and easy meal solutions to help make life a little easier.

There was a time when salads were seen as the sole preserve of those on a diet: bland and tasteless, they took up space on menus as an option for those looking to lose weight. These days, salads are big business.

The well-documented move towards healthy eating has helped, with consumers across the globe concerned about obesity levels. But all this would count for nothing without the most important factor: taste.

Today’s salads are filling, healthy and packed with flavour, thanks in the main to innovative new products designed to dress salads with evermore exotic tastes. Every year, new dressings, marinades and sauces help to turn ordinary salads into extraordinary taste sensations.

However, the notion of dressing salads has a rich history, with the Babylonians using a combination of oil and vinegar to dress vegetables and 56

salads almost two thousand years ago, while mayonnaise is thought to have debuted in the court of the French nobility more than two centuries ago.

Today’s salad dressings market includes everything from mayonnaise and salad cream (which enjoy massive household penetration) to soy sauce, as well as a host of vinaigrettes and dressings, from classics like Caesar to chutneys and Indian-style pickles.

Hellmann’s Hellmann’s have a vast range of products for all tastes, for those great BBQ days out, with a portfolio spanning mayonnaise, salad dressings and BBQ Sauce and Ketchup.

Hellmann’s Mayonnaise is the top selling mayonnaise in the Irish market and continues to dominate the sector, claiming 85% value share. The popular Mayonnaise comes in glass and squeezy formats for consumer convenience.

Consumers also have the choice between Real, Light, Extra Light and Garlic Mayonnaise.

Hellmann’s also claim leadership of the salad dressings market, with a value market share of 34%. The Hellmann’s dressings range includes seven varieties which are firm Irish favourites, including Caesar, Italian and Balsamic. Hellmann’s Salad Dressings will be supported in-store with strong promotions throughout

Hellmann’s Mayonnaise is the top selling mayonnaise in the Irish market and continues to dominate the sector.

the summer season.

No barbeque would be complete without the addition of Hellmann’s BBQ Sauce. Indeed, Hellmann’s BBQ Sauce’s tangy taste is a welcome accompaniment to any eating occasion.

The latest addition to the Hellmann’s range is Hellmann’s Tomato Ketchup. Full of tomatoey goodness, Hellmann’s Ketchup is a must have for barHellmann’s Fat Free Vinaigrette, hugely beques this sumpopular with Irish mer. consumers.

Hellmann’s will be supported with strong above the line support throughout the summer season, including press, TV and radio.

Hellmann’s will also be supported in-store this summer, with consumer competitions and strong consumer promotions.

HJ Heinz Hellmann’s Salad Dressings will be supported in-store with strong promotions throughout the summer season.

The HJ Heinz portfolio boasts a large range of dressings and accompaniments which are ideal for salad days. Heinz Salad Cream has

May10Salads

& Dressings

The Heinz Mayonnaise range includes regular and light varieties in a handy Top Down 420g pack. The Heinz range of Deli Mayos are ideal to add extra zing to a salad or sandwich, with delicious varieties including Roasted Garlic, Sundried Tomato and Caramelised Onion.

Heinz Baby Beetroot, Crinkle Cut Beetroot and Silverskin Onions are all available in 440g jars to add that extra zing to salad days. The range of Heinz pickles, including Ploughmans, Piccalilli, Mild Mustard and Tangy Tomato, complement any salad.

Newman’s Own Summer entertaining revolves around al fresco favourites – salads and barbeques. And thanks to the late and much-loved actor Paul Newman, you can give both star qualities with the fabulous Newman’s

The hugely popular Newman’s Own Creamy Caesar Dressing.

Own dressings and marinades, made using only the best all-natural ingredients, and distributed in Ireland by Stafford Lynch.

Heinz Salad Cream has been popular with generations of Irish consumers.

been popular with generations of Irish consumers, offering lots choice, with both regular and light varieties. The extensive range of Heinz salad cream is available in glass and squeezy packs and also in a Top Down 460g. The Heinz salad cream range also includes the highly successful Weight Watchers from Heinz Salad Dressing.

Newman’s Own dressings and marinades are made using only the best all-natural ingredients.

Bags of Flavour from Florette FLORETTE claims top spot in branded salads across all major retailers, claiming a 26% share of Irish salad sales. Its Crispy range is the number one selling line, growing at 86% year-on-year, according to the company.

The Crispy range lends itself well to al fresco dining, due to its versatile usage. The mix of crisp and sweet lettuce leaves is ideal for serving as an accompaniment to any meal base and suits all tastes, which is vital when entertaining.

“Convenience is a key consumer consideration when it comes to barbequing and as bagged salads have the benefit of minimum preparation time, they offer the ideal choice for impromptu barbecues,” noted Nigel Cooke, Florette Sales Manager. “The barbecue season also prompts a significant uplift in sales for bagged salad, with a massive 50% of Florette’s total sales occurring during the summer months of May, June, July and August.

“We will be driving sales of Crispy this summer through the use of volume-added promotions,” he continued, “and we are also introducing bigger 350g packs for our Mixed range, designed to specifically target the ‘family-sized’ needs of al fresco entertaining.”

58

Florette’s Crispy range is the top-selling branded salad product, and is showing strong growth year-on-year.

May10Salads

27 years on and it’s his Italian dressing – a delicious blend of red wine vinegar, extra virgin olive oil, lemon juice and punchy garlic – which is still a best-seller, closely followed by his balsamic vinaigrette, made with distinctive and delectable aged balsamic and perfect for dolling up a plain tomato salad or drizzling over peppery rocket.

Just after his first batch was marketed, Paul Newman decided that any profit from Newman’s Own would go to worthy causes. To date, the Newman’s Own Foundation has donated more than $300m to charities worldwide, including charities in Ireland.

Lakeshore Salad Dressings Using only the best ingredients and made to traditional recipes, Lakeshore accompaniments bring food to life. Consumers can dress up salads with the delicious range of Lakeshore Salad Dressings – the ever popular Honey & Mustard Dressing, a premium Caesar Dressing, Italian Dressing, French Style Vinaigrette, Thousand Island and, for Consumers can the weight dress up salads conscious, there with the delicious are two Low range of Lakeshore Fat Dressings Salad Dressings, including the ever – Low Fat popular Honey & Caesar Dressing Mustard Dressing. and Low Fat Balsamic & Red Pepper Dressing. All Lakeshore’s products are made with the finest ingredients and come in an eclectic range of flavours.

Freshways To celebrate the arrival of longer days, Freshways are introducing a new choice of salads and a healthy fruit

& Dressings

in Ireland, guaranteeing the best in treat. Consumers can choose between freshness every time.

Fusilli Pasta with Pineapple & Ham, finished with a poppy seeds and mayonnaise dressing, or a delicious Ham & Honey Mustard pasta salad. Both are bursting with flavour, and contain a convenient “spork” for lunch-time in the park.

Freshways’ Secret Garden Salads, from Wonderfoods, are produced fresh daily at St. Margarets, Co. Dublin, and distributed nationwide.

Fruit Surprise contains nothing but fresh melon, pineapple, apple and Secret Garden Salads grapes, cut into bite-sized chunks.

Secret Garden Salads, from Wonderfoods, are produced fresh daily at St. Margarets, Co. Dublin, and distributed nationwide. The bagged leaf range includes Italian, Sweet and Crunchy, Rocket and Spinach, Iceberg and a delicious Caesar salad with bruschetta croutons, parmesan cheese and a creamy Caesar dressing. The range also includes a Family Salad Bowl and a smaller Garden Salad Bowl, which is ideal for two servings.

An exciting range of deli salads is also available, offering everything from traditional coleslaws and potato salads through to cous-cous, pasta and rice salads, combined with fresh vegetables and delicious dressings.

For the summer season, Freshways have launched a new choice of salads, Fusilli Pasta with Pineapple & Ham and Ham & Honey Mustard Pasta Salad, and a healthy fruit treat, Freshways’ Fruit Surprise.

In addition, Freshways have recently launched their new Healthy Ways range. The range consists of four sandwiches, one wrap and one salad. All these great lunch options are either low fat or reduced fat, thanks to lean recipes that maximise flavour, while no longer using butter in the range.

Like all products in the Freshways range, their on-the-go snacks and Healthy Ways range are hand-made

The bagged leaf range of Secret Garden Salads is proving extremely popular with Irish consumers.

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May10ADM

Londis Store of the Year

Londis Plus Thrives in Cobh Almost five years since its first visit, RETAIL NEWS returns to Ray and Maura Keating’s Londis Plus in Cobh, County Cork, winner of the 2009 ADM Londis Store of the Year.

When

RETAIL NEWS first met Ray and Maura Keating, they had big plans for their brand new Londis Plus supermarket. The shop is situated at the top of the hill, away from the centre of Cobh but when it opened, there was a lot of construction work going on in the vicinity as the demands of the booming Celtic Tiger called for commuter housing in Cobh for people working in Cork city.

The Celtic Tiger is extinct now, but the housing estates were finished and filled before the recession hit and Ray and Maura and their Londis Plus are still thriving in Cobh. Not only that, late last year, they were rewarded with the 2009 Londis Store of the Year Award!

“We were absolutely delighted to win the Store of the Year award,” enthuses Ray. “We have assembled a fantastic team of staff and management in the shop over the years and the Pictured outside Londis Plus, Cobh, Co, Cork, are (l-r): Ray and Maura award is a testament to their ability and comKeating, store owners; Leo Jones, ADM Retail Development Manager; and Dave Cussons Store Manager. mitment. We always operate the shop to high standards and the fact that has been recognised The Keatings won the Londis Customer Care Award in

by Londis and we have won the award shows just how hard 2008, but wanted to build on that success, as Ray explains: we are working to keep our business running effectively and “The Store of the Year Award is great as a benchmark efficiently in these challenging economic times.” for the business. Every year since we opened, we have improved the systems in the shop and we are constantly looking for ways to improve standards. Winning the award shows us we are doing things right, but it doesn’t mean we’ll stop looking for ways to do things better and next year, we will look to perform strongly in the awards again.”

Loyal Customer Base In the five years since the store opened, Ray, Maura, their staff and Londis have built the business up, creating a very loyal customer base. Given the size of the shop, it was always able to offer customers a great product selection and great value for money and that has really stood to Keating’s Londis Plus now that the economic situation has changed.

Not only have Ray and Maura been working hard to stay competitive, Londis has been matching their efforts.

Under an agreement with the UK wholesaler Nisa-Today’s, ADM Londis has secured the future wholesaling rights in the Republic of Ireland for Nisa’s Heritage and Value pri60

May10ADM

vate label brands. The range of these products available in Londis stores comprises everyday grocery categories such as fruit juices, canned food, sauces, cooking oils, health & beauty.

“The Heritage and Heritage Value ranges have proven very popular with customers already,” Ray notes. “It’s just one of the innovations the Group has developed to help us keep our businesses competitive. One of the great strengths of Londis is the retailer driven business philosophy. The Group is focused solely on the success of its shops and retailers. At our regular cluster meetings, the topic of discussion these days is mostly about cost saving initiatives and increasing the efficiency of the business. There is a fantastic flow of information from retailers to the Group and back again, enabling us to react quickly as individual retailers to the changing needs of our business.”

Value for Money Since Keating’s Londis Plus opened, both Aldi and Lidl have arrived in the Cobh community, which has further sharpened their focus on keeping the business competitive.

“Londis has been absolutely fantastic support to us through the years,” notes Maura. “We have always had a great working relationship with the group. We make a really good team and it complements the

Londis Store of the Year

team we have put together in the shop. Peter Cussen, our shop manager, Fintan Harte, our financial controller, all the staff, in fact, have worked tremendously hard to build the business to where it is today and continue to do so. It’s the success of that mix, symbol group and shop, that keeps our business thriving and led to our success in the Store of the Year Award.”

Offering their customers good value for money is vital in keeping their business, and it’s an area where Londis have excelled. “We can offer customers really competitive prices, through the new brands introduced to our shelves and to traditional branded goods through the strong promotional cycles offered by the Group,” Ray states. “More than ever, price is the deciding factor for customers: if they cannot get good value for money, they won’t come back. We still need to have an attractive image and friendly, well trained staff, but without the competitive edge that Londis gives us, our business would not be as strong as it is.”

At the Heart of the Community The presence of the shop in the community is not limited to offering great products at good value prices and providing valuable local employment: Keating’s Londis Plus is closely involved with local schools and sports clubs in terms of sponsorship and also pitch in to the Tidy Towns competition. It all keeps the shop at the heart of the community that has built up around it over the past five years.

With the right team in the shop, the right attitude and the right symbol group partner, Ray and Maura have built up a strong business

in Cobh. Their hard FACT FILE work has been Owner: Ray & Maura Keating recognised by the Location: Cobh, County Cork success in the Store of the Size: 7,000 square feet Year Award Number of and is continuStaff: 65 full time & part time ally demonstratOpening ed by the success Hours: 07:00-22:00, Mon-Wed; 07:00-0:00, of their business.

Thur-Sat; 08:00-23:00, Sun 61

May10Tobacco

Products

Hot Topics There is some good news for the tobacco sector, despite the proliferation of illegal tobacco sales throughout the country.

The

Irish tobacco market is one of the most challenging in Europe, thanks to a combination of stringent legislation and the continued rise of illegal tobacco sales, which are estimated to account for almost 30% of the entire market.

Indeed, industry experts estimate that the Non Irish Duty Paid sector has grown from 7% of the market in 2005 to 27% in 2009, meaning that 1.7 billion cigarettes were Non Irish Duty Paid last year. This equates to €692m in lost retail sales to retailers from illegal sales.

However, despite these obstacles, Ireland’s tobacco sector is worth approximately €2 billion per year, which demonstrates the continued importance of the tobacco and cigarette category to shops across the country. The Roll Your Own (RYO) sector is rising steadily, as Irish consumers seek out greater value in these tough economic times.

According to a new Tobacco Category Overview from John Player, Irish consumers purchased almost 2,773m cigarettes in 2009, down from 2,788m in 2008, while the RYO category grew from €25.1m in 2008 to €34m in 2009. Similarly the valuepriced sector of the market is growing, 62

up from 5.3% of the total market in 2008 to 7.1% in 2009 (figures sourced from Nielsen Extended Scantrack).

Of course, the tobacco sector also acts as a major driver of footfall into your stores. According to research from Nielsen, Irish adult smokers visit your shop five times per week, compared to 2.4 visits for non-smokers, and spend an average of €5.50 on additional purchases while there. Tobacco consumers are extremely brand loyal: indeed, the tobacco category carries the highest rate of out-of-stock intolerance, with 62% of adult smokers liable to leave your store if you are out of stock of their chosen brand (Source: Nielsen Neighbourhood Retailer Year Book 2009).

John Player Despite the Government’s increased crackdown on contraband products, which includes the introduction of a new tax stamp, significantly higher penalties for individuals caught selling illegal products, and the record number of seizures to date, Non Irish Duty Paid (NIDP) still comprises approximately 27% of the

The Drum Combi Pack offers adult smokers 12.5g of Drum and 50 Rizla Green papers in a box format at a very competitive price.

Golden Virginia sales are up an astonishing 50% over last year’s sales figures.

total amount of cigarettes consumed in Ireland, resulting in massive losses to retailers.

Street selling, door-to-door sales and market selling are unfortunately a feature of life now in Ireland, and deprive retailers of footfall, which is an unintended consequence.

John Player works closely with Customs & Excise and other Government officials, their customers and with the Irish Tobacco Manufacturers’ Advisory Committee (ITMAC), to raise awareness about the scourge of illegal tobacco selling.

Despite the solid growth in illicit sales, there is some positive news.

The Roll Your Own (RYO) market continues growing, as a seemingly endless recession pushes consumers to seek out greater value. Compared to this time last year, within a total market that’s grown 29%, Golden Virginia and Drum are up an astonishing 50% and 43% respectively (market data sourced from Nielsen Scantrack, 4 weeks ending 21 March 2010).

A major part of Drum’s success is attributable to the launch in August 2009 of the Drum Combi Pack, offering adult smokers 12.5g of Drum and

6 OUT OF 10 CHOOSE DRUM OR GOLDEN VIRGINIA

OVER THE LAST 6 MONTHS, GOLDEN VIRGINIA & DRUM HAVE GROWN 50% AND 43%, RESPECTIVELY* GET THE MOST FROM YOUR TOBACCO PORTFOLIO BY STOCKING ALL PRODUCTS FROM THE NUMBER 1 & 2 BRANDS ON THE MARKET DRUM 12.5G • DRUM COMBI PACK 12.5G • DRUM 25G • DRUM 50G • DRUM BRIGHT BLUE 12.5G GOLDEN VIRGINIA 12.5G • GOLDEN VIRGINIA 25G • GOLDEN VIRGINIA COMBI PACK 12.5G

Source: Nielsen Scantrack, 4 weeks ending 21st March 2010.

May10Tobacco

Products

50 Rizla Green papers in a box format at a very competitive price. The convenience and appeal of the Combi Pack has made the Roll Your Own sector even more valuable to consumers.

Rizla has gained 13.5% market share from last year, and controls nearly 84% of the rolling paper market. Rizla Red, Rizla Green and Rizla Blue, the top three SKUs, comprise 72% of the total market.

In November 2009, John Player introduced its new Limited Edition John Player Blue slide pack, Blue Moon. The new format provides the company’s flagship brand with a modern and innovative profile. The slide pack follows on from the successful limited edition tin for John Player King Size launched in 2008.

Positively, research shows that more than 6 in 10 adult smokers find the new Blue Moon pack very or fairly appealing, and in terms of the design, consumers viewed the slide pack as contemporary and stylish. Additionally, nearly 7 in 10 adult smokers claim they are very or fairly likely to re-purchase the Blue Moon pack, with 59% of the interviewees satisfied overall with the slide pack (Source: Interviews, Millward Brown Lansdowne, December 2009).

With the successful launch of Blue Moon, ‘Blue’ continues demonstrating its strength as a brand favourite, evolving into one of those rare brands that have become an Irish icon. To supplement the success of Blue Moon, 2010 will see further innovations on the John Player brand.

Superkings claims leadership of the longer length market, with a Nielsen share of 5.6% MAT. Over the last three months, Superkings’ volume share has grown to 5.8%.

Superkings claims 68% of volume/ share, with Superkings Blue at 22% & Menthol at 10%.

Following on from the hugely successful animal skins rayo activity in 2009, Superkings saw another rayo refresh in March of this year, with 11 striking designs circulating the country in March and April.

In today’s tough economic climate, consumers are constantly looking for a bargain, without compromising on quality. With the launch of John Player Special (JPS) last May, John 64

Agio Cigars AGIO Tip has enjoyed popularity for many decades amongst cigar enthusiasts in Ireland and it remains the leading brand in the Irish tip market.

The best seller Agio’s Filter Tip 5 has a distinctive, white and royal blue packaging containing five cigarillos made in Holland. Each cigar comes wrapped in easy-to-open cellophane, with a stylish white plastic mouthpiece containing a charcoal filter.

The restyling of the Tip range last year gave the range of cigars a significant incremental sales boost in a declining cigar market. The packaging was refreshed with a modern design that is both stylish and classical.

The Agio range also includes Clair Tip, Sweet Tip and Half Corona.

Player now holds nearly 2% of the entire value segment in Ireland, and offers adult smokers a varied choice for less money.

With nearly 6 out of 10 adult smokers choosing to go elsewhere for their preferred brand when faced with an out of stock (OOS) scenario, the average turnover for each “lost” adult

Agio Tip has been a firm favourite of Irish consumers for many decades.

consumer is an astonishing €3,500 per annum (€14 - a pack of cigarettes and cross purchases - x 5 x 50). Therefore, it’s critical that retailers correctly stock brands, ensure availability, and avoid an out-of-stock at all costs.

There are several methods available to retailers, but what John Player tells retailers is simple: ROAD.

Best Selling Cigarettes in Ireland 1.

2.

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BRAND Benson & Hedges King Size John Player King Size Blue Silk Cut Purple King Size Marlboro Gold King Size Silk Cut Blue King Size Carroll’s No. 1 King Size Superkings Black Major Extra Size Silk Cut Silver King Size Rothmans King Size Pall Mall Red King Size Marlboro Red King Size Superkings Blue Silk Cut 100s Mayfair King Size Mayfair Superkings Silk Cut Blue 100s Silk Cut Silver 100s Lambert & Butler King Size Superkings Menthol King Size/ Consulate Mentol King Size (Source: Nielsen Extended Scantrack)

SHARE OF SALES 17.6% 16.3% 12.7% 8.9% 6.7% 5.1% 3.9% 3.3% 3.2% 2.5% 1.5% 1.3% 1.3% 1.2% 1.1% 1.0% 0.7% 0.7% 0.6% 0.5%

Freephone 1800 604 500 for more information

THE LEGEND’S NEW LOOK LA LÉGENDE SUBLIMÉE

• NEW Vogue PACK DESIGN, CREATED IN PARIS • SAME DELICATE TASTE • AVAILABLE NOW

VU PAR For trade use only – not to be left within sight of consumers

SMOKING CAUSES CANCER Irish Government Warning

May10Tobacco

Products

PJ Carroll released a series of celebratory pack sleeves for Carroll’s Number 1, marking the brand’s 50-year celebration.

Review Constantly monitor what brands are selling quickly, what brands are not, and what customers are asking for that you are not currently stocking.

Order Avoid an out-of-stock situation by not delaying your tobacco order. If you sell 15 John Player King Size packs per day, and you only have 45 packs remaining, know when you have to place an order to ensure your delivery is in-house (especially over the weekend).

PJ Carroll began the year with a series of celebratory pack sleeves for Carroll’s Number 1. In total, there were five variants, each one depicting a classic Carroll’s image for each decade since the 1950s. This was to mark Carroll’s Number 1’s 50-year celebration.

rette retains the same blend that consumers have come to recognise, only repackaged in a more distinctive design.

For four weeks, Vogue was rolledout with a new transition pack, informing customers of the pack redesign and including a sneak preview of

Allocate Make certain you allocate the right amount of space to the right brands.

Daily Stocking If you fill your cigarette unit daily, you should never face an out-of-stock scenario.

PJ Carroll PJ Carroll is Ireland’s oldest tobacco company and is the maker of leading brands including Carroll’s Number 1, Major, Cutters Choice, Sweet Afton, Rothmans, Consulate, Pall Mall, Dunhill, Lucky Strike and Vogue.

Vogue has been transformed with a new pack design, which combines a white background embossed with a metallic purple logo and a new inner foil.

Last year saw PJ Caroll upgrading the Pall Mall packaging, while April saw Vogue Signature packs transformed to a new pack design.

The premium quality superslim ciga-

The Pall Mall pack enjoyed a packaging upgrade last year, which is proving popular with Irish consumers.

66

the new stylish design in preparation for the full roll-out in May. Both the Bleue and Menthe variants of Vogue feature the new design, which combines a white background embossed with a metallic purple logo and a new inner foil. Both variants also have a unique ‘Pearl’ in either Bleue or Grass Green on the top of the pack, designed specifically to help differentiate between the two variants.

“We updated the Vogue pack to a new design in order to stay relevant to our adult consumers,” noted PJ Carroll Premium Brand Manager, Hinesh Patel. “The addition of the ‘Pearl’ means customers can easily recognise their chosen variant.

Remaining true to the Vogue blend, consumers will benefit from a new pack that is distinctive and unique.”

1 in 4 cigarettes sold 1 is brand3 with B&H Gold

+

Irelandâ&#x20AC;&#x2122;s #1 brand 2 + Benson & Hedges is the #2 leading the market as the #1 selling SKU4

is the fastest growing value brand5 + Camel

American Blend brand 6 + Amber Leaf

is the #2

is the fastest growing RYO brand7

= It all adds up Irish market data 1

Silk Cut 26.2% SOM (AC Nielsen, March 2010) 2 Silk Cut No.1 brand (Checkout Top 10 Tobacco Brands 2009) 3 B&H No.2 brand (Checkout Top 10 Tobacco Brands 2009)

4

B&H Gold KS 17.8% SOM (AC Nielsen, March 2010) 5 Mayfair (AC Nielsen, June 2009 â&#x20AC;&#x201C; March 2010) 6 Camel (AC Nielsen, March 2010) 7 Amber Leaf (AC Nielsen, MAT March 2010).

May10Drinks

News

Officially the Best Outdoor Campaign MURPHY’S has scooped two prestigious Outdoor Advertising Awards, the Grand Prix and Best Outdoor Campaign, for its Official Pint of Us campaign, which created location-specific outdoor advertising in Cork that celebrated the brand’s rich Cork heritage, county colloquialisms, iconic monuments and the spirit of the city. Billboards strategically placed with tailored messaging such as ‘Officially the Shakiest Bridge in Ireland’ and ‘Páirc Uí Chaoimh, Officially Ireland’s largest trophy case’ instantly connected and amused local Cork stout fans. The awards were judged on strategic and tactical planning, as well as poster design and results, all of which Murphy’s delivered in spades. Pictured at the Awards Ceremony are (l-r): Diarmuid McSweeney, Michelle O’Brien, Brian Sword and Thomas Brady, Stout Brand Manager.

Corona Sponsors Film Festival MICHAEL and Kathleen Barry of Barry & Fitzwilliam are pictured with The Lord Mayor of Cork, Cllr Dara Murphy, and Tanya Murphy, Lady Mayoress, at the launch of the Corona Fastnet Short Film Festival at The Bodega, Cornmarket St, Cork. The Festival takes place in Scull, West Cork, from May 28-30. “Corona Extra is very much at the centre of things and we are delighted to have taken on this title sponsorship,” said Michael Barry of importers Barry & Fitzwilliam.

Heineken On the Ball WORLD football freestyle champions Charlotte Lade and John Farnworth are pictured with Heineken Assistant Brand Manager, Karl Fielding (front), in Dublin to celebrate Heineken’s new UEFA Champions League on-pack campaign. The football freestylers raised their game with an onstreet football freestyle battle on Dublin’s South King Street, while extra time included Ireland’s very own top freestylers, Original Funk, who showcased their skills. Football fanatics witnessed a true world class football skills spectacle and it was up to them to judge on control, creativity and style. Heineken’s Raise Your Game onpack promotion had 100 prizes a day and two trips to the UEFA Champions League Final up for grabs.

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Bulmers Berry Gets Arty BULMERS Berry have unveiled live art installations in Dublin and Cork as part of the Bulmers Berry Undergrowth Movement outdoor advertising campaign.

These live installations are the first of their kind in Ireland on such a large scale and are part of a more extensive Bulmers Berry above-the-line campaign, which runs across outdoor, including bus-sides, i-stores and ambient, featuring three concepts, Hair, Tattoo and Vine, all carrying the strapline, An Undergrowth Movement. “The cultural movement has been a great fit with the undergrowth movement that is new Bulmers Berry, rolling out the new outdoor innovation,” noted Orlaith Fortune, Bulmers Marketing Manager. One of the artists is pictured completing the live art installation on Terenure Road North in Dublin.

Living It Up with Moët & Chandon CONSUMERS across the country had the chance to win tickets to the Irish premiere of the highly anticipated Sex and The City 2 movie, thanks to Moët & Chandon, the official champagne of the film. Three fans had the opportunity to win four tickets each to live it up like Carrie, Samantha, Charlotte and Miranda for the night with a pre-premiere Moët & Chandon champagne reception and overnight accommodation at The Merrion Hotel, along with limousine transfers to and from the movie premiere. Moët & Chandon is synonymous with cinema, playing an important role not only on-screen, but the brand has hosted events at the Cannes Film Festival since the 1950s and has been the official champagne of the Golden Globe Awards for over two decades.

May10Update

SMEs Urged To Proactively Tax Plan ONE of the country’s leading tax experts has urged SMEs to proactively tax plan to aid their cash flow. Speaking at the Institute of Tax Annual Conference recently, Jackie Masterson, a Tax Partner with Russell Brennan Keane, spoke to the assembled tax experts on “Staying Positive Assisting and Advising SME Clients”. A challenging subject in these times, Jackie focused her attention on practical cash flow tips and recent topical developments specifically affecting the Small and Medium Enterprises sector.

Masterson considered various cash flow saving tips across all types of taxes. In relation to Corporation Tax, she focused on the new start-up exception and also highlighted how the R&D tax credit, which is significantly underutilised by the SME sector, can be of benefit to many SME businesses. “This credit, which has been ignored by many in the past, should be seriously re-looked at in view of the fact that it is now more valuable, €25 credit for every €100 of qualifying spend, and can be paid as a cash refund to businesses over three years, in certain circumstances,” she said.

Most businesses have the challenges of dealing with bad debts and Jackie encouraged them to examine any bad debts or provisions in the context of a tax deduction for corporate taxes or a refund of VAT. In relation to VAT, she also outlined the possibility of accounting for VAT on a cash receipts basis. Masterson also reminded delegates of being able to use a pending redundancy rebate against other taxes immediately.

Overall, Masterson was very positive regarding recent developments in the SME sector and advised businesses “to seek out tax incentives, grants and other cash flow savings as a route to surviving and growing in the current economy”.

Massive Extension at SuperValu Glanmire

Just Food Company Wins SuperValu Award

RYAN’S SuperValu Glanmire is set to create 30 new jobs as part of a €10m expansion of the existing store in Glamire, Co. Cork. With over 13,000 square feet added to the existing store, it now stands at an impressive 26,000 square feet and includes a new three-storey car park, offering customers 292 car parking spaces, in addition to the 85 already available. The 30 new jobs will bring the numbers employed by Ryan’s SuperValu in Glanmire to almost 160.

Liam and Diane Ryan also own a further three SuperValu stores Grange and Togher in Co. Cork and Kilmallock in Co. Limerick, which between them employ a further 400 people.

“The development of our new SuperValu store in Glanmire has been planned carefully to meet the needs of the local community and provide excellent service, range and quality in a modern, convenient location,” noted store owner Liam Ryan (pictured with Donal Horgan, SuperValu MD). “We have spoken and listened to our customers to ensure the extension and refurbishment includes all the additional services and products they would like to see in their local store.”

THE Just Food Company, based in Cobh, Co. Cork, was the winner of the Local Food Producers Award at the inaugural SuperValu Irish Food Producers Awards, and impressed the judges with their handmade approach to production. “We do things differently to many food companies. We use organic ingredients and small batch production methods because we believe these both contribute to a better product and fresher taste. Our team in Cobh are all experienced food industry professionals, allowing us to respond to respond to the natural differences in our organic ingredients. It is fantastic to see these differences and the great effort of our team, being acknowledged,” explained a delighted Deirdre Hilliard, MD, The Just Food Company, who is pictured with Paul Farrell, Commercial Director, The Irish Times; Dick Lenehan, Head of Food at Enterprise Ireland; and Donal Horgan, Managing Director, SuperValu.

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May10Update

Heineken Kinsale Sevens THE 2010 Heineken Kinsale Sevens took place on the May Bank Holiday weekend, and was launched by Irish international legends Andy Ward and Jonathan Bell. For 22 years now, rugby festival fever has been the toast of Kinsale and this year’s Heineken Kinsale Sevens, hosted by Kinsale Rugby Club, featured teams from as far and wide as Africa and Fiji, as well as a host of teams from across Europe.

Andy Ward and Jonathan Bell are pictured with Pat Maher, Heineken; Michael O’Sullivan, President, Kinsale RFC; Tomas O’Brien, Mayor of Kinsale; Jonathan Barry, Heineken; Ronan Kett, Tournament Director; and Nikita O’Connell, Kinsale RFC.

Superquinn Sponsors Taste of Dublin SUPERQUINN is to sponsor Taste of Dublin 2010, the capital’s premier outdoor food and drink festival, which takes place in the Iveagh Gardens from June 10-13, with more than 30,000 foodies and wine lovers expected to attend the gourmet festival. 2010 marks Superquinn’s 50th birthday as well as the 5th birthday of Taste of Dublin. “This is a really exciting initiative for us,” noted Feargal Quinn, Founder and non-Executive President of Superquinn, pictured at the launch with model Andrea Roche. “Superquinn is famous for quality Irish fresh foods, great Irish hospitality, its expertise and commitment to support Irish producers.” James Wilson, Trading Director at Superquinn, adds, “By sponsoring Taste of Dublin, we have a wonderful opportunity not only to celebrate our 50th birthday, but to engage directly with thousands of people who are passionate about quality food and wine. It will be our biggest birthday party ever!”

Flahavan’s Named SuperValu Irish Food Producer of the Year THE Flahavan’s Group has won inaugural SuperValu Irish Food Producers Awards, which were created to recognise excellence, quality and innovation within the food and beverage sector in Ireland. Flahavan’s impressed the judging panel with their commitment to continually adapt and innovate their product offering to meet the changing needs of consumers. “We are extremely proud to be associated with the Irish Times and Enterprise Ireland in recognising the best producers in Ireland and I would like to congratulate our well deserved winner Flahavan’s, all of the companies short-listed and of course each of the category winners,” noted Donal Horgan, Managing Director of SuperValu, who is pictured with John Flahavan, Chairman of Flahavan’s. Other winners included Barry’s Tea who won the People’s Choice Award; Kepak took the Quality Commitment Award; The Just Food Company won the Local Producers Award; Country Kitchens Bakery won the Best Fresh Produce Award; Delicious Gluten Free Bakery took the Best Newcomer Award, while Flahavan’s also won the Innovation Award.

SCA Unveils New Brand Icon for Plenty

New Hunky Dorys Advertising Campaign

SCA has announced an exciting, new marketing campaign for its leading household towel brand, Plenty, including a new TV campaign. Building on the brand’s core message, ‘One Sheet Does Plenty’ which was introduced in 2009, the new brand icon, Juan Sheet, will replace the housewife duo Brenda and Audrey in the new-look TV advertisements. The introduction of Juan Sheet, the sexy Latino cleaning superhero, forms one of the final stages of the brand’s migration from Bounty to Plenty. The ad will see Juan Sheet saving the day by cleaning up spills with just one (or if you like, ‘Juan’) sheet of Plenty – bringing to life the brand’s key messages in a fun and creative way.

HUNKY Dorys’ brand new advertising campaign, entitled ‘Rugby’, has been causing quite a stir around the country. Presenting a unique take on the line-out, scrum, tackle and place kick, the images were captured by world-renowned sports photographer, Walter Iooss Jr, who has covered virtually every major sporting event in the world. A new website, www.hunkydorys. ie, showcases all the ads from the campaign, as well as some additional bonus content for its digital followers.

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May10What’s

Kenco Eco-Refill Packs

Mutt & Jeff Launches

KENCO is set to introduce an exciting packaging innovation to the hot beverages category with the launch of its 150g Eco-Refill packs in May. Available in both Smooth and Rich Roast variants, the new Kenco Eco Refill pack offers coffee drinkers a more environmentally friendly and better value way to enjoy their morning wake up call, with 97% less packaging weight than Kenco glass jars. The Irish launch of Eco Refill follows a hugely successful UK launch which has driven incremental volume both for Kenco (72% of volume incremental) and the Pure Soluble Category (46% of volume incremental). Look out for the ‘97% Less’ campaign which will feature across TV, outdoor, press, radio and digital, supported by €600k investment during May and June.

THE Mutt & Jeff range of world class, premium pet treat products from Phoenix Pet Foods Ltd, have been developed based on a thorough understanding of the pet treat market. Following extensive research of the current trends in the pet treat sector, Mutt & Jeff ticks all the boxes, such as premiumisation, humanisation, health and wellness, while the brand’s stunning design communicates its quality, provenance and health benefits. The products are 100% meat, with no additives, no colours or preservatives. The range is slow cooked to enhance the natural flavours, and is also rich in Omega 3.

New

Thirst for Success

Winning Ways at Wonderfoods

GEORGIA Pacific have announced a full brand re-launch of the Thirst Pockets range. Number two in Ireland’s kitchen towel category, the re-launch is sure to strengthen Thirst Pockets’ position in the Kitchen Towel category, which is worth €22m annually. In response to extensive research, the new Thirst Pockets range has made significant improvements in performance and strength: the new product will be a massive 100% stronger and 30% more absorbent than the original family favourite. New packaging has been developed to clearly communicate the product improvement and the Thirst Pockets elephant becomes the brand hero to highlight the physical strength and absorbency of the product.

FRESH prepared vegetable and salad producer Wonderfoods have bagged themselves a Bord Bia Horticultural Food Award, lifting the Best Prepared Fruit & Vegetable Producer Award for 2010. This award recognises and rewards exceptional achievement in the area of fresh prepared horticultural produce production. Currently employing 65 people, this familyowned company produces a wide range of quality, ready-

to-eat convenience salads and prepared vegetables, mainly under private label to the retail trade, while their own Secret Garden brand of salads and vegetables is distributed nationwide.

Kingsmill’s Got Talent

Premier Foods’ Great Little Ideas

F A M I L Y bread brand Kingsmill is partnering with the UK’s top entertainment show - Britain’s Got Talent - to launch an on-pack promotion, offering consumers the chance to win a range of ‘money can’t buy’ prizes, including tickets to the live show and live tour! The on-pack activity, designed to reinforce Kingsmill’s strong family and fun credentials, spans the brand’s sliced bread, rolls and bakery snacks portfolio. Participating subbrands include Kingsmill Great Everyday White, Tasty Wholemeal, Love to Toast, 50/50, Crusts Away!, Little Big Loaf and brand new Oatilicious.

PREMIER Foods has just launched its new ‘Great Little Ideas’ brand which provides innovative hints and tips to help banish the boredom of everyday meal making. The new initiative will see a bright yellow star icon and a tasty tip marked on packs of Ireland’s favourite brands such as Ambrosia, Loyd Grossman, Oxo, Mr Kipling, Hartley’s and Sharwoods. The on-pack campaign, which can already be found on supermarket shelves across the country, has been designed to give regular meals a makeover and inspire consumers to make more of their store cupboard staples, eliminating the phrase ‘not this again!’ from family mealtimes. See www.greatlittleideas.com for more.

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May10Shelf

Life

Shelf Life FAMILY-run food emporium, John R’s Food Hall, has become a bustling hub of activity for artisan food enthusiasts in Listowel, Co. Kerry. This third generation family business has become a centre for food-tastings and demonstrations, as well as a focal point for friendly chat and debate about the latest developments in food and farming, with owner-manager Pierce Walsh renowned for his helpful knowledge and advice. In fact, the majority of produce is sourced locally and Pierce’s encouragement and guidance has been instrumental in assisting numerous start-up food businesses to launch their brands.

GLENISK, the award-winning, family owned organic dairy, has teamed up with one of Ireland’s leading cookery schools, Cooks Academy to help Irish people to rediscover their love of cooking.

Glenisk Organic Crème Fraîche features an exciting new on-pack offer, with the chance to win one of several week-long cookery courses from Cooks Academy, as well as recipe books. The courses, suitable for beginners, provide a wonderful introduction to cooking, helping to inspire a love of food.

THE Irish Direct Marketing Association (IDMA) is hosting a special half-day Loyalty & Retention Marketing Conference on June 2 in the Aviva Stadium, bringing together some heavy hitting specialists from Ireland and the UK to speak to the Ireland’s marketing professionals. The IDMA is expecting over 200 of the top marketers in Ireland to attend the conference, providing a great opportunity for networking across industries and businesses.

See www.idma.ie for more details.

CUISINE de France have given consumers another reason to treat themselves by cutting the RSP of their delicious Classic Muffins from €1.89 to €1.50. The Classic Muffin comes in four delicious flavours: Classic Blueberry, Triple Chocolate, Berry Blast and Toffee & Apple.

TOPAZ are offering families a chance to get away to the sun with their great holiday promotion. For every €20 spent on fuel, customers get a €20 voucher towards the cost of a holiday. A family of five could save up to €300. The promotion is being run in conjunction with Direct Holidays, who have a range of sunny destinations to choose from. Pictured at the launch of the promotion is Ava Hartley (aged 4)from Clonskeagh, Dublin, with Aidan Cahill, Marketing Manager, Topaz and Amanda Kelly from Direct Holidays.

IT was with great sadness that RETAIL NEWS learned of the death of public relations consultant Sharon Prior, who passed away recently after a long illness, fought with remarkable courage and integrity. Sharon set up Prior Communications in 1994 to specialise in consumer PR, having previously worked with Kenny’s and Grayling, as well as being PR and Sponsorship Manager for Tennent’s Ireland. We would like to offer our condolences to Sharon’s husband, Paul Nolan, her daughters, Sophie and Julie-Ann, and the rest of the Prior family.

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MARKETING solutions and consumer engagement website Pigsback. com have announced the promotion of Clíodhna Byrne to Brand Manager.

Clíodhna joined Pigsback. com in early 2008 as an Account Executive. She graduated with a BA (Hons) in Communications and Public Relations from IT Carlow.

SUNFLOWER fairy Samara Jones ( aged 8) is pictured with RTÉ’s Kathryn Thomas in launching Sunflower Days 2010. Sunflower Days will take place on June 11 and 12, as hundreds of volunteers nationwide will sell sunflower pins for €2 each, with all proceeds going to local hospice services.

This year, Sunflower Days are kindly supported by Irish Pride, and the new “Irish Pride Sunflower Heroes” honours people throughout the country who work tirelessly on behalf of their local hospice.

Since launching in 1998 and now with over 300 stores open, the Gala Group is maintaining its number 1 position as Irelandâ&#x20AC;&#x2122;s fastest growing retail symbol group. Operating under three brands, Gala, Gala Superstore and GalaXpress, the Gala retail team have a unique knowledge of the needs and ambitions of retailers and place a strong emphasis on retailer profitability. So, if you want to connect with Irelandâ&#x20AC;&#x2122;s most dynamic retail group, make sure you call Gala first, on Callsave

1850 600 100.

Your local market

Proud sponsors of the Gala All-Ireland Senior and Junior Camogie Championship

Gala Retail Services Ltd, Summit House, Embassy Office Park, Kill, Co. Kildare. Tel: 045-910 066. Fax: 045-910 061. Email: galainfo@gala.ie Callsave: 1850 600 100

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