Kantar 100 Master Brands at Home: Numbers 1 – 19

Celebrating Ireland's most chosen brands

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Brand Central

1. Brennans

2. Avonmore

As Ireland’s number one dairy brand, Avonmore products are enjoyed on a daily basis in households across Ireland. Avonmore’s expertise in dairy extends across milk, cream, soup and butter, with key growth products including Avonmore Super Milk, Avonmore Protein Milk and Avonmore Whipped Cream. Avonmore’s continued success comes from its sustained investment in the brand; partnerships with customers to really drive growth; and delivering consistent, high quality products as a priority – ensuring the best tasting milk reaches consumers.

3. Tayto & Hunky Dory’s

As Ireland’s number one crisps and snacks brand, Tayto is loved locally and globally

Tayto, the number one crisps and snacks brand* has remained at number three** in the Kantar 100 Master Brands at Home ranking, after reaching this position last year for the first time. The Tayto brand is loved locally and globally, consistently topping the polls as the most missed brand by Irish ex-pats.

The Tayto portfolio, which also includes the number one crinkle crisp brand* Hunky Dorys, continues to grow from strength to strength. Tayto is as relevant today as when it launched almost 70 years ago. Consistent activities like NPD, the introduction of Limited-Edition flavours that bring excitement to the category, communication campaigns that reach mass audiences across multiple platforms and in-store activations that interrupt shoppers in stores all make Tayto what it is.

Tayto continues to reinvigorate the crisps and snacks category and their Lentil Chips, which only launched last year, has delivered over €1 million retail sales value (RSV)* since launch and is now a key brand within the ever-growing ‘Better for You’ category. Tayto Hunky Dorys also recently launched a new Prawn Cocktail flavour which appears to be a new favourite with many shoppers.

Using insights citing taste as the key purchase driver for the Tayto brand***, Mr. Tayto has just appeared back on TV screens with a new above-the-line (ATL) TV creative campaign titled “Tayto: The True Taste of Home,” The new TV ad used both emotion and humour to connect and has been brought to life in-store through shopper marketing featuring their key TV visual.

Tayto just launched a Limited-Edition Meanies flavour crisp. The use of Tayto’s key sub-brands to strengthen the core brand is another example of a brand that knows how to keep consumers hooked.  No doubt Tayto will have even more great campaigns throughout 2023 which will keep Tayto, the True Taste of Home ranked highly in next year’s report!

*(Source: Nielsen Scantrack Value sales MAT May 2023)

**(Source: Kantar Top 100 Brands at home 2023)

***(Source: Red C Research July 2022)

Q&A with… Alina Ui Chaollai, marketing director, Tayto

Alina Ui Chaollai

Q: Congratulations on once again achieving the number three position in the Kantar Worldpanel ‘100 master brands at home’ ranking. How has innovation continued to drive growth for Tayto throughout the past year?

A: Thank you, we are thrilled with our ranking and are grateful to Irish consumers and Retailers who continue to support the Tayto brand!

In providing new innovative formats and flavours we broaden the snacks repertoire of habitual Tayto consumers and extend the reach of the brand to new audiences. Some of our recent launches have included Tayto Occasions Cornstraws and Tayto Meanies Limited Edition which follows last year’s hugely successful limited-edition flavour, Tayto Fizzy Cola. We like to create hype around our launches and remind consumers that the Tayto range is ever-evolving to suit changing tastes and needs.

Q: How significant is the ‘Better For You’ opportunity within Ireland’s crisp category?

A: The ‘Better For You’ segment has been growing steadily for the past number of years as younger generations in particular have become more focused on health and wellbeing. In recent times the segment has been fuelled by an array of innovations including the Tayto Lentil Chips range and perennial favourites such as Tayto Treble Crunch. ‘Better For You’ also stands for quality ingredients in mainstream snacks – if you pick up a packet of Tayto you will see that it has no added MSG, No Artificial colours nor flavours and is a source of fibre. These are the messages we are sharing with consumers front of pack to demonstrate our commitment to quality.

Q: Mr. Tayto is obviously a much-loved, gregarious Irish icon; and of course, Tayto Snacks won the ‘Brand Marketing Team of the Year’ Award at the ShelfLife Grocery Management Awards 2023. How have you continued to build on Mr. Tayto’s popularity to connect with consumers through your marketing?

A: Mr. Tayto spreads joy wherever he goes and he is central to the positive sentiment people feel towards the brand, which is why we include him in all our activities. You’ll find him everywhere from the IGBF Fun Run to Tik Tok putting a smile on people’s faces and harnessing the power of community. Our latest TV ad ‘The True Taste of Home’ was borne of the well-documented insight that Tayto is one of the most missed brands by people living overseas. We were thrilled to be able to bring that sense of longing to life in such a fun and humorous way!

Q: The cost-of-living crisis has obviously been affecting consumers during the past year – how have you ensured you continue to offer a value-for-money proposition despite rising costs?

A: We are keenly aware of the pressure consumers are feeling and try to offer choice across our range with a variety of pack sizes and configurations that will allow our products to be considered as part of the routine grocery shop or for on-the-go impulse purchases.

Q: The Kantar results have once again highlighted the extent to which consumers value supporting Irish brands and producers. How significantly is Tayto continuing to support Irish jobs and suppliers?

A: Tayto Snacks employs over 400 people in Ireland. Our manufacturing facility is based in Ashbourne, Co.Meath, with many of our colleagues living in the surrounding area. The potatoes we buy represent 10% of the national potato crop and we source from local farmers, some of whom have supplied our business for generations. We are proud of the positive impact we have locally and nationally through the third-party suppliers we engage in support of our business.

4. Cadbury Dairy Milk

5. Denny

Denny is proud to be number five in Kantar’s 100 Master Brands at Home ranking. For 200 years, Denny has been making delicious food for Irish families, and is bought by two-thirds of Irish Households (Source: Kantar 05.23). Home to the famous Gold Medal Sausage as well as a breadth of great products such as cooked meats, rasher, pudding and meat free options – it’s no surprise it was named Kantar’s Most Chosen Brand of the Decade (Source: Kantar 12.22).

In 2022, Denny launched its new TV campaign “Grand, Dad” which has been a great success in connecting with consumers through a genuine, emotive story. It reminds everyone that, sometimes, the most comfort is derived from comforting others, and for that ‘Only Denny Will Do’.

In 2023, Denny supported the launch of its new Denny Deli Style cooked meats packaging with a full 360° Activation Campaign. The brand’s ‘Win on the Double with Denny’ campaign drove great engagement and consideration with consumers with the support of our retail partners across Ireland.

The brand also celebrated Denny Gold Medal as ‘Ireland’s Most-Loved Sausage’ (Source: Nielsen 01.23) in April with strong support through the line.

Denny prides itself in bringing simple, honest, great tasting food moments to Irish families and looks forward to more exciting years ahead!

6. Jacob’s 

Jacob’s products have been a part of Irish life since 1851. From opening that first tin of Jacob’s biscuits at Christmas time, to filling lunchboxes daily around the country – Jacob’s has a snack to suit every occasion and ‘in between’ moment. Whether your customer’s favourite is a Kimberly, Club Milk, Elite, Tuc or Cream Cracker, there is something for everyone. Jacob’s wide range of delicious biscuits and crackers sell more than any other brand, making it Ireland’s number one biscuit brand*.

Jacob’s is known for launching exciting NPD that makes an impact in the category. Over the past year, it has launched fantastic new flavours under its Elite sub-brand, with chocolate covered Polo, Lincoln and Goldgrain biscuits added to the range. The brand is also working on some delicious innovation for seasonal NPD for Jacob’s, Club and Elite, with products launching in time for the festive period. In the savoury category, Jacob’s has tasty snacking options for back to school with Tuc in Original, Sour Cream & Onion, Bacon and Sweet Chilli flavours – something for everyone!

Jacob’s has been engaging with consumers through its communications across TV, outdoor, digital and in-store, and most recently, with its sponsorship of Today FM Timechecks with 15 second ads running eight times a day, seven days a week. Jacob’s ‘The Welcome In Between’ platform is really resonating with consumers, helping them to see Jacob’s as a modern, relevant brand in their lives.

*(Source: Kantar 52 w/e 19 March 2023)

7. Coca-Cola

Coca-Cola is delighted to feature in the top 10 of Kantar’s 100 Master Brands at Home ranking. As an established brand, Coca-Cola recognises the need to continuously evolve, to introduce new innovations, activations and campaigns to engage and excite the communities it serves.

New innovations this year included the launch of Coca-Cola and Jack Daniels Ready to Drink and the continuation of the Real Magic campaign which has gone from strength to strength.

This year, Coca-Cola is excited to bring fans an unforgettable summer of music for 2023 as it unveils its latest line up of immersive music experiences across the island of Ireland and beyond, via music platform Coke Studio. From new tracks and incredible artist ‘collisions’, to first-rate Coke Studio live music moments at some of the country’s biggest and best festivals, Coca-Cola is bringing ‘real magic’ to the summer of 2023.

Coke Studio not only infuses festivals with major good vibes but also presents a phenomenal line-up of talented Irish musicians. Coke Studio is going to electrify two of Ireland’s most dynamic festivals this summer, Longitude and Electric Picnic, featuring a roster of talented Irish favourites and new breakthrough artists who will deliver amazing performances. This year, the Coke Studio VIP area will be giving festival goers the chance to gain access to its VIP viewing platform, with unbelievable views of each festival.

Coca-Cola has also teamed up with Gay Times to create ‘Breakthrough’ with Coke Studio – an ongoing campaign that gives unsigned LGBTQ+ musicians the opportunity to gain the recognition and wider support they deserve across the UK and Ireland.

Building on its success from previous years, Coca-Cola continued to ‘hero zero’ maintaining Coca-Cola Zero Sugar as the number one zero sugar soft drink in Ireland, followed by Diet Coke and to continue to offer even more choice to consumers Coca-Cola Zero Sugar Zero Caffeine was launched.

Coca-Cola also continued its commitment to sustainability and recognises the urgency consumers expect when it comes to the environment. Through World Without Waste, it continues to eliminate the need for 5,000 tonnes of new or unnecessary plastic on an annual basis. All the primary packaging used by Coca-Cola is 100% recyclable and 46% of the total plastic portfolio is made with recycled plastic, helping to create a true circular economy for plastic.

Coca-Cola was the first beverage provider to launch KeelClip, an innovative cardboard packaging solution for 4, 6 and 8-multipack cans and Q’Flex, a cardboard solution for larger multipack cans. In addition, Coca-Cola continues to lightweight its products annually, reducing the amount of plastic used throughout the Coca-Cola portfolio.

For more information, visit ie.coca-colahellenic.com or Coca-Cola.ie.

8. Knorr

9. Heinz

10. Cadbury

11. Birds Eye

Birds Eye’s vast portfolio ranges from the beloved Chicken Dippers, Waffles, Fish Fingers, Peas and plenty more

Birds Eye has been a staple brand for Irish families for decades and continues to maintain a strong heritage in an increasingly competitive Irish frozen food market. For years the brand has provided an outstanding range of high quality, tasty and versatile foods that have delighted consumers around Ireland. With a vast portfolio to choose from which stems from the beloved Chicken Dippers, Waffles, Fish Fingers, Peas and plenty more to suit every occasion.

Birds Eye continues to invest consistently into the brand, from above the line with TV, VOD, partnerships, social, right through to through the line in-store support. Key campaigns last year included the ‘Add of Bit of Magic to Mealtimes’ campaign supporting the chicken portfolio and the very familiar ‘Captain Birds Eye’ supporting Fish.

With continuous investment into driving quality products, innovation and media, there are exciting times ahead for the Birds Eye brand.

12. Müller

13. Irish Pride

14. Johnston Mooney And O’Brien

15. Fitzgeralds

Fitzgeralds Family Bakery is Ireland’s fastest growing bakery brand

Fitzgeralds Family Bakery continues to be Ireland’s fastest growing bakery brand and has once again shown strong growth in very challenging times. Having been passed down through four generations of passionate bakers, it is now run by Simon, Suzanne and Garry Fitzgerald with a whole new generation of little tasters by their feet. With a passion for innovation and quality, they have big plans in place following a very ambitious investment in the bakery.

With a passion for innovation and quality, Fitzgeralds has major plans for future growth

An extension which is due to be completed by the end of July this year will increase production capacity further and allow the team at Fitzgeralds to continue to innovate and introduce exciting new products in Q4 of 2023. Exciting times ahead.

The combination of traditional methods with modern thinking has led to further growth in the Irish and UK markets over the last number of years. The bakery’s range includes fresh bagged Bagels and Bagel Slims(r), Wraps, Bake at Home French and Italian Breads, Pittas, Naan Breads, and Skinny Italian Pizza Bases and they are market leaders in these categories in ROI, and the brand’s range continues to be well received in the UK.

16. Batchelors

17. Carrolls Cuisine

18. Pringles

Mexican Chilli & Lime Pringles are a tasty new addition to Pringles’ fiery Sizzl’N range

Pringles continues to be one of Ireland’s most loved crisp brands. With its iconic can, unique hyperbolic paraboloid shape and delicious flavour, Pringles’ popularity is unwavering.

The brand continues to target snacking occasions relevant for its target audience with its ‘Stay in the Game’ gaming campaign and its annual festive inspired Christmas cans.

Pringles has also continued to delight consumers with ongoing new flavour launches. So far this year, the brand has added Mexican Chilli & Lime flavour to its fiery Sizzl’N range. The new spicy flavour joins medium Kickin’ Sour Cream, medium Sweet Chilli and Spicy BBQ.

Pringles has also supported leading men’s health charity, Movember since 2021 and last year announced that it will donate a minimum of €50,000.  The brand’s donation will support Movember’s important initiatives which help change the face of men’s health and fight for men to live happier, healthier and longer lives. The Pringles moustachioed mascot joined the cause last year for the first time since his new look was unveiled in 2021. Mr. P shaved down his moustache and started afresh for the month of growing through social posts.

19. Yoplait

Rich in calcium and vitamins, the Yoplait range has been enjoyed in homes and lunch boxes all over the country since the 1970s

Now celebrating 50 years in Ireland, Yoplait remains a firm favourite with Irish consumers. Generations of Irish families have literally ‘grown up’ on their favourite Yoplait Fruit Yogurts, Yops, Petit Filous and Frubes which are still enjoyed in homes everywhere.

Favoured by parents as a snack of choice for the whole family, the Yoplait range is rich in calcium and vitamins and has been enjoyed in homes and lunch boxes all over the country since the 1970s.

Just like families, tastes and demands change generation by generation and Yoplait strives to meet these changes with an ever-innovative product range.

In 2019, the brand launched Yoplait’s Petit Filous Mess-Free Drinking Yogurt, bringing a new format of nutritious solutions for parents on-the-go. It remains the only mess-free snack with Calcium and Vitamin D for healthy bones, which is great for growing kids on-the-go.

The most recent addition to the Yoplait family is the Skyr range which is based on a creamy Icelandic recipe.  Yoplait Skyr is rich in protein and being fat-free, it meets the demands of a busy lifestyle where it can be enjoyed as a perfect post-gym snack or rounding off a family meal as a guilt-free treat.

Yoplait would like to thank everyone in Ireland for making it a part of the family over the last 50 years as a great tasting source of protein which is an integral part of a healthy diet.

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