Deck the shelves

One-4all Gift Cards still prove to be a popular present solution for Irish consumers

Ensuring a shop is well stocked with Christmas essentials is crucial for retailers to meet the high demand from customers in the lead up to the festive season, writes David Corscadden

Brand Central

14 November 2013

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AT A GLANCE: CHRISTMAS ESSENTIALS

The One4all Gift Card is accepted in over 5,400 retail outlets nationwide
Lily O’Brien’s is the top performing Irish premium chocolate brand (Source: Nielsen, 2013)
Kenco Millicano is Ireland’s number one wholebean instant coffee (Source: Nielsen MAT June 16 2013)
Dr Oetker is the number one brand in baking aids and finishings (Source: Nielsen Scantrack: Latest 52 weeks Value Sales w/e 8 September 2013)
McCain Foods is Ireland’s favourite frozen potato brand (Source: Nielsen Scantrack MAT Value Sales up to 8 September 2013)
Avonmore is the cream market leader with 44% market share (Source: MAT Sept 2013)
Rennie’s range of antacids still remains the number one market leader for both value and volume in the antacid category
Rennie has a total market share value of 44.5% (Source: Grocery Market data Nielsen/antacids/Val &Vol /MAT August 11 2013)
Tablets account for 60.3% of the total antacid market and Rennie currently holds a 73.7% market share of this (Source: Grocery Market data AC Nielsen/antacids/Extended Scantrack: MAT August 11 2013)

The festive season for retailers is one of the greatest chances to drive sales and focus the traditional large Christmas spend on their stores to help boost growth in challenging economic times. It will be important for retailers to ensure shelves are stocked full of products that consumers will be eagerly searching out in the run up to festive celebrations with friends and family.

Many companies have studied current market trends and brought out products that will be highly popular with time-strapped consumers. The introduction of products that take the stress out of Christmas cooking or gift giving will be a welcome sight by consumers, during a time which many complain is extremely stressful and challenging. Value for money and high quality products and ingredients will again prove very important for consumers as they aim to impress friends and family over the festive season.

Customer must haves

PostPoint believes Christmas is the perfect time to choose it as your preferred electronic services supplier. Retailers who join the company this month will be able to offer customers festive favourites such as One4all Gift Cards and the Christmas Stamp Booklet. Both have long proven to be very popular products which are well established in the Irish marketplace. The company says this gives PostPoint retailers a competitive advantage when trying to attract customers into their stores over the Christmas season.

The One4all Gift Card is Ireland’s leading multi-store gift card and is exclusively sold through Post Offices and PostPoint outlets. The One4all Gift Card makes the perfect Christmas present for any customer as it is accepted in over 5,400 retail outlets nationwide. This makes it the fail safe present as no matter where the recipient lives or what their interests are; PostPoint says they are guaranteed to find something they really want with the One4all Gift Card.

With the Christmas postal rush around the corner Stamp Booklets will be in high demand

With Christmas edging ever closer, the last dates for posting will be looming on many customers’ minds. It is time to order Christmas Stamp Booklets from PostPoint and get prepared for the Christmas rush.

Stamps and One4all Gift Cards are key products sold through PostPoint retailers over the festive season. However, all of PostPoint’s products see huge growth during December. Mobile top up, BillPay, waste management, international calling cards, tolling and parking solutions are necessities for customers all year round. To find out more about joining PostPoint or to order stamps and One4all Gift Cards, call PostPoint retail support on 1890 204220.

Season of gift giving

Premium confectionery continues to perform extremely well during key seasons and Christmas is no exception. While the premium chocolate segment has been seeing growth in the past year, seasonal times still provide a high demand period for top quality chocolates. Research has proven that Irish consumers choose brands they can trust and "gift" proudly on special occasions throughout the year and especially during festive times. That’s why Lily O’Brien’s continues to maintain its position as the top performing Irish premium chocolate brand again in 2013*. For Christmas, Lily O’Brien’s range includes a wide variety of products for gifting, sharing and in-home treating – products which have been created specifically to meet the changing needs of Irish consumers.

The Petit Indulgence Gift Collection (290g) is a must-stock item this festive season. Containing 30 chocolates, the Petit Indulgence Collection reflects some of the brand’s key strengths in delivering luxury chocolate offerings, in stylishly presented product formats, with excellent shelf-impact at affordable price points within the premium category. Lily O’Brien’s chocolates contain no artificial colours, flavours or preservatives. The brand, which recently won two Blas Na hEireann awards, is a member of the ‘Love Irish Food’ campaign and is distributed nationwide by Tennant & Ruttle.

*(Source: Nielsen, 2013)

A touch of magic

As Ireland’s number one wholebean instant coffee*, Kenco Millicano has revolutionised the coffee market. Kenco Millicano offers the convenience of instant coffee married with the quality and taste reminiscent of roast and ground coffee. As with the wider Kenco range, all of the beans for Kenco Millicano are 100% sourced from Rainforest Alliance certified farms.

Kenco Millicano is constantly innovating, always listening to the needs and wants of consumers. This Christmas the brand will play its part in spreading Christmas cheer with the introduction of a limited-edition, festive Kenco Millicano Christmas tin.

Two festive tin concepts were created, with the public having the final say on which design made it to shop shelves. The Facebook campaign saw fans cast their vote and share their opinions. In the end, there was one clear winner, the snowflake-inspired tin, which received 63% of the votes.

This new limited edition festive tin is now available nationwide in all major retailers. The company says it is sure to be the perfect complement to every festive family feast this holiday season.

Kenco Millicano is available in a 100g fully recyclable tin, an 85g refill pack and a pack of 10 individual portion sticks. It is now also available in decaf: Millicano Caffeine Free 100g tin and 85g refill pack. For more information, go to www.kenco.ie or like the brand on Facebook, www.facebook.com/kencoireland.

*(Source: ACNielsen MAT June 16th 2013)

Holy Molys Mint is a new festive addition to the biscuit bar range

A Holy Moly treat

Holy Molys, which came on to the Irish market last year, believes it has now cemented its place on retailers’ shelves and aims to increase its popularity with consumers this Christmas with the launch of its latest addition, Holy Molys Mint.

The new biscuit bar, filled with a smooth mint cream layer and covered in indulgent dark chocolate is said to be the perfect Christmas treat. Individually wrapped in festive green, Holy Molys Mint, come in a box of six which the brand says makes them a Christmas essential for family indulgence over the holidays.

Holy Molys Mint joins Holy Molys biscuit bars on shelves. The individually wrapped biscuit bars come in a box of six. The biscuit bars, filled with a layer of tasty caramel and covered in milk chocolate will continue to be a great treat for both adults and children over Christmas. For on-the-go consumers, Holy Molys has brought out the new individual bar which comes in a 24 bar dispenser.

For more information, contact Flanagan’s Foods on 01 450 6100 or log on to www.holymolys.com.

Cookies for all the family

Maryland cookies’ extensive range offers something to meet everyone’s taste

Burton’s Biscuit Company says it continues to provide retailers with excellent profit opportunities with its Maryland Cookie range. Maryland’s wide range of cookies means there is something to suit every occasion during this festive season as family and friends get together. Maryland cookies come in Chocolate Chip, Double Chocolate Chip and Hazelnut variants. It says it has everyone covered with its roll-pack and also its popular Maryland Gooeys and Monster Bags.

The Maryland cookie roll-pack comes in three variants, Chocolate Chip, Double Chocolate and Chocolate Chip and Hazelnut, a cookie jar staple all year round and especially during the festive season. For family sharing this Christmas the 350g Monster Bags are essential. The Monster Bags come in the Chocolate Chip and Double Chocolate variants.

Maryland Big and Chunky offer the ultimate cookie experience. This premium cookie range comes in four variants, Chocolate Chunk and Hazelnut, Milk and Dark Chocolate Chunk, White Chocolate and also Oaty Chocolate Chunk.

The Maryland Gooeys, which were launched earlier this year, provide the consumer with a unique taste experience. This innovative cookie creation, which has a soft gooey centre, comes in three variants, Chocolate, Hazelnut and also Triple Chocolate. The Maryland Gooeys are said to be great for Christmas indulgence with family and friends.

Freezer fillers

Building on the successful re-launch of the brand under the new marketing platform ‘Happy Days’, McCain Foods, Ireland’s favourite frozen potato brand*, is set to drive further growth this Christmas. It will focus on four key category growth areas – easier family meals, conversion from homemade potato, made for two, and sharing at home.

With 25% of roast potatoes sold in only six weeks over the busy Christmas period, McCain Foods is tapping into the ‘Conversion from homemade potato’ growth opportunity with a range of high quality convenient roasts, guaranteed to drive incremental category growth at Christmas. From its traditional crispy golden McCain Roast Potatoes, a top selling value contributor to the category and number one selling line over Christmas last year*, to its premium restaurant quality roast Mc Cain delivers a clear trade up for many shoppers at Christmas. The range also includes McCain Gorgeous Roasts basted in goose fat meaning there’s a roast for every occasion and every customer.

Not forgetting the busy party season, the McCain range of wedges in a variety of flavours – including Lightly Spiced, Sea Salt and Black Pepper, Mexican and also Caribbean – are said to be the perfect party food for sharing with family and friends. The sharing at home strategy continues to be supported by Film 4 sponsorship throughout the year and over Christmas.

As part of the easier family meals strategy, McCain has just launched a programme of innovative NPD including new quick cook fries which it says fry in five minutes (in a fan assisted oven) making them perfect for quick and easy meals for all the family or unexpected guests. With marketing support including press and outdoor, as well as strong in-store promotions and POS, the McCain range is a must-have this Christmas to drive frozen potato category sales.

* (Source: Nielsen Scantrack MAT Value Sales up to 8 September 2013)

The cream of the season

Avonmore fresh dessert cream recently won gold in the Dairy Category at Blas na hEireann

A must for everyone’s shopping list every Christmas is Avonmore cream. Ireland’s favourite cream has a wide range of creams to suit every occasion over the festive season. The range includes Avonmore Freshly Whipped Cream, which is already whipped for added convenience, Avonmore Sour Cream perfect for party dips or a traditional hot jacket potato, Avonmore Double Cream for the perfect soup or pasta and the new Avonmore Fresh Dessert Cream, a luxuriously thick cream, perfect for Christmas pudding, mince pies and other favourite Christmas treats.

Back by popular demand Avonmore’s Baileys cream makes a festive finish to any dessert

Avonmore Fresh Dessert Cream is an extra thick cream and requires no additional whipping providing consumers with added convenience during the busy festive occasion and is available in both 250ml and 500ml re-sealable bottles. The cream was awarded gold in the dairy category at Blas na hEireann this year, which Avonmore says highlights its great taste credentials.

Back by popular demand with a fresh new look, Baileys Whipped Cream, in a 585ml pot, combines the unique and great taste of Baileys Original Irish Cream Liqueur and Avonmore Freshly Whipped Cream. The company says with its luxurious feeling, the cream would be ideal for the top of a chocolate cake, in a latte, or with any dessert.

Avonmore is the cream market leader with 44% market share* and with a wide range of cream products, Avonmore has a cream to suit every consumption occasion throughout this festive season. Avonmore Cream will have a heavy weight support plan in place comprising of seasonal Weatherline stings, in-store activation and an ongoing digital support plan.

*(Source: MAT Sept 2013)

Kilmeaden Grader’s Choice is a new addition to the Kilmeaden cheese range

A vintage edition

Proving it is still a firm favourite, earlier this year Kilmeaden was awarded gold in the Mature Cheddar Category at the 2013 Irish Cheese Awards. The brand says that this award further consolidates Kilmeaden’s position as Ireland’s number one selling block while also emphasising its distinctive flavour and unique taste.

The brand says the quality and uniqueness of Kilmeaden can be attributed to a strict selection process, which ensures that only the best cheddar is used. Kilmeaden is made using only summer milk and matured for up to 10 months, giving it all the time it needs to develop its distinctive flavour and unique taste. The Kilmeaden range consists of Fully Mature, a Lighter range and Smooth and Mature, which all carry the heritage, craft and taste credentials of the number one selling block in Ireland.

The most recent addition to the range is the Kilmeaden Grader’s Choice, a vintage white cheddar waxed wheel. This cheese is a full bodied, mature cheddar with a rich mellow flavour and is perfect for cheese boards, crackers or simply enjoyed on its own. Kilmeaden Grader’s Choice is specially selected by the Kilmeaden master grader, ensuring that only the best tasting cheddar is included. Kilmeaden Grader’s Choice is perfect for Christmas gifting or using whilst entertaining at home over this festive period.

Relieving the over indulgence

With the festive period notoriously associated with over indulgence and subsequent heartburn and stomach discomfort, the Rennie range of antacids will be a must stock for retailers. The Rennie range of antacids remains the number one market leader for both value and volume in the antacid category. The brand has amassed a total market share value of 44.5%* and also has the top two selling SKUs in the category.

Rennie works by turning acid in the stomach to water and natural substances

Tablets currently accounting for 60.3% of the total antacid market, Rennie, which is distributed by Jaymark Sales and Marketing, holds a 73.7% market share of this section of the market at present**. The company believes that it is the convenience, effectiveness and great taste of its product that has made it number one and is what makes consumers keep coming back to it and also makes it a must stock line for retailers.

Rennie provides a range of antacid tablets that come in several flavours including Orange, Peppermint and Spearmint. The range also offers a sugar free alternative in Spearmint flavour for consumers concerned with high sugar contents. The brand also offers Rennie Ice which it says offers fast cooling relief to consumers.

The range of products on offer, provide fast and reliable relief to symptoms such as heartburn, acid indigestion and trapped wind, issues that many consumers may face over the festive period. Rennie claims to treat the source of the problem by gently neutralising the excess stomach acid into water and other natural substances.

*(Source: Grocery Market data Nielsen/antacids/Val &Vol /MAT August 11 2013)
** (Source: Grocery Market data Nielsen/antacids/Extended Scantrack: MAT August 11 2013)

Q&A With… Mathew Burbridge, country divisional head Ireland, Rennie

Mathew Burbridge, country divisional head Ireland, Rennie

You recently released your ‘Gut Feelings’ survey findings; why did Rennie decide to investigate this area?

Rennie has always been actively interested in understanding the digestive health of our consumers. We are constantly seeking to further our understanding of heartburn and indigestion, its triggers and causes, and this survey conclusively established that eating at speed, along with a reluctance to sit down and digest food properly, were the root causes of certain digestive issues. Thanks to the expertise of behavioural psychologist Allison Keating we were also able to establish a direct link between increased life stresses and worsening digestive issues amongst the Irish public.

Coming into the festive season, how does Rennie plan to stand out from competition in your category?

Rennie has a very comprehensive integrated campaign this winter, with new TV, radio and high impact store display materials. As part of our brand engagement plan, our brand icons, Mr and Mrs Happy Tummy, will be appearing at local activation events during December.

How does Rennie plan to promote and develop its brand in 2014?

It’s key that we continue to educate on the symptoms and causes of indigestion and heartburn. The team plans to do this through communicating that Rennie* relieves the symptoms by turning excess acid into water and other natural substances.

*Always read the label

Tis the season to bake

With Christmas fast approaching, now is the time to stock up on baking essentials from Dr. Oetker to ensure consumers have all they need to bake and decorate the perfect Christmas cake.

Dr. Oetker is the number one brand in baking aids and finishings* growing ahead of the market at +12.4% value**. It has a complete range of products for consumers looking for ‘Even Better Baking this Christmas’. Its classic Ready to Roll Regal Icing and Marzipan offer great value to consumers. Both the ready rolled icing and marzipan are perfect for the baker who is looking for a fool proof product, the pre-rolled discs of icing and marzipan can be simply smoothed over a Christmas cake for a perfect finish.

Ready rolled icing and marzipan are perfect for the baker looking for a foolproof product

For consumers looking for an alternative to the traditional Christmas cake and pudding options, this year Dr. Oetker is inspiring bakers to try its Shimmer Star Cake Pops, Christmas Pudding Whoopie Pies and Christmas Party Cupcakes with a free 12 page recipe booklet available in-store on Dr. Oetker display stands. These recipes show how classic decorating products such as soft silver pearls, writing icing and gold and silver shimmer spray can be used to create exciting, modern and delicious Christmas centrepiece desserts, party treats and gifts for friends and family.

Dr. Oetker is the number one brand in the baking aids and finishings

The Dr. Oetker range has recently undergone a pack redesign for even better shelf stand-out. The new single range colour allows for easy navigation of the baking fixture, while contemporary serving suggestions inspire ‘Even Better Baking’. Consumers are also being given a chance to get their hands on new Dr. Oetker baking merchandise with an on-pack promotion on Dr. Oetker chocolate chips and bars. By collecting codes on pack and logging on to the Dr. Oetker Facebook page, customers can claim chocolate recipe books, spatulas and aprons.

Dr. Oetker’s Christmas range will be supported by PR and Facebook activity along with heavy investment in eye-catching Christmas in-store activity.

* (Source: Nielsen Scantrack: Latest 52 weeks Value Sales w/e 8th September 2013)
**(Source: Nielsen Scantrack: Latest 4 weeks Value Sales w/e 8th September 2013)

Mr Crumb’s Brambley Apple and Apricot stuffing is a new addition to its pre-packed stuffings range

De-stressing Christmas dinner

When it comes to Christmas, Mr Crumb believes no dinner would be complete without stuffing. Mr Crumb Fresh Breadcrumbs provide the perfect foundation for a homemade stuffing. It says it also makes an ideal base for sauces and desserts. The breadcrumbs, available in 200g and 400g bags, are also said to be an easy and convenient ingredient when making your festive Christmas pudding.

If time is of the essence Mr Crumb says its stuffing range is the solution. The stuffing ranges are pre-cooked in small batches to traditional recipes using Mr Crumb’s own soft, fresh breadcrumbs, real Irish butter and sautéed onions and herbs. The company says customers can put their feet up for a few extra minutes over Christmas by using its premium Mr Crumb Sage and Onion Stuffing. The accompaniment for Christmas dinner can be put it in the oven for 18 minutes, or the microwave for just three minutes, taking the hassle out of cooking. Other variants in the range include; Parsley, Lemon and Herb, Garlic and Rosemary and also Organic Sage and Onion.

For those looking for something different this Christmas the company says its Bramley Apple and Apricot Stuffing with cider is a must try. The recently launched stuffing is made with Bramley apples and cider soaked apricots which are blended with slowly sautéed onions and fresh breadcrumbs. The company also has a Mr Crumb Mulled Wine and Christmas Fruits Stuffing.

Mr Crumb’s Sage and Onion stuffing comes prepared and makes an ideal accompaniment to Christmas dinner

Mr Crumb, the award-winning, specialist food manufacturer is based in Finea, Mullingar. The company says it is the market leader when it comes to breadcrumbs and stuffing. Mr Crumb products are available through central distribution centres for leading retailers nationwide including Dunnes, Tesco, Supervalu, Londis, Spar and Centra.

Christmas cakes with a difference

For many, the old style Christmas fruitcake is a thing of the past. Betty Crocker says why not add a twist to the Christmas cake this year by using its Milk Chocolate Layer Cake Mix. The range prides itself on its convenience and taking the hassle out of backing, using only a few cupboard stables the cake requires very little forwards planning unlike traditional Christmas cakes.

For a white Christmas, Betty Crocker recommends its Lemon Cake Mix (RSP from € 3.15) which it says will make your days merry and bright. Paired with Betty Crocker Vanilla Buttercream Icing (RSP from €2.99) and sprinkled with coconut shavings, this creates a traditional looking cake with a modern twist.

With an endless line of visitors at the door, Betty Crocker believes it will pay to have a patch of Red Velvet Cupcakes or Chocolate Brownies at the ready and suggests serving them with a dollop of Vanilla Icing (RSP from €2.99) to make a special treat. Easy to make, to either serve or bring as a gift when visiting family or friends over the holidays.

Christmas cheer for Irish grower

What would Christmas in Ireland be without the iconic red foliage Poinsettias that seem to adorn a table in every house around the country? Fans of the Mexican plant will be delighted with the news SuperValu has signed a €500,000 agreement with Dublin based grower Uniplumo to supply Poinsettias for the Christmas season.

As a result, SuperValu – which has 201 stores nationwide – will only stock 100% Bord Bia quality assured Irish grown Poinsettias which will retail at just €3.

Uniplumo’s 17 year partnership with SuperValu has led the grower to increase the number of Poinsettias grown by 30% over the past two years to meet the high demand. Uniplumo, which employs 40 people, is a specialist grower in the Irish horticulture market, operating from six acres of heated glass houses near Swords, County Dublin.

Commenting on the announcement, Martin Kelleher, managing director, SuperValu, said: "We believe in local and continue to demonstrate our support of local producers and local suppliers. Our commercial relationship with Uniplumo is another example of our partnership approach with Irish companies where we have been able to work together to grow and develop the business."

He continued: "Poinsettias are extremely popular with our shoppers for Christmas, so we are delighted to once again provide home grown Irish plants. SuperValu’s commitment to investing in local produce guarantees top quality and longevity in our fresh offering."

Tom Summerville, general manager, Uniplumo, added: "We are delighted with this announcement, which once again demonstrates SuperValu’s commitment to Irish growers and to Irish jobs. Poinsettias are a traditional Christmas plant and we are delighted that through SuperValu’s 201 stores, our Bord Bia quality assured Irish grown Poinsettias will decorate homes across Ireland this year."

Deloitte Christmas Spending Survey 2013

Deloitte has released its annual Christmas Spending Survey outlining how Irish and European customers plan to spend this festive season. Some of the key findings were:

The average spend is to reach €894 per household this Christmas
The majority of money will be spent on gifts (€484.81), food (€258.85) and social activities (€150.76)
Food spend over the festive period will account for 28% of Christmas budgets
68% of consumers plan to shop in large supermarkets, 53% in hard discount stores while only 41% plan to use in traditional local food shops
Consumers’ top picks for presents to give this year are books and gift cards
Gift cards have ranked higher than cash gifts for the first time since 2010
32% of consumers plan to give chocolates as presents to family and friends this year
Food and drink gifts have fallen in preference this year to 21% from 25% in 2012
Consumers across Europe plan to be more cash savvy this year
22% of Irish respondents will focus on buying more gifts that are on sale
25% of women intend to buy more discounted items compared to 18% of men
41% of Irish consumers have a positive outlook on the expected state of the economy in 2014

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