Rise and dine
Explore the evolving breakfast trends in Ireland, where the rise of out-of-home dining, healthy weekday choices, and indulgent weekend treats are reshaping the morning meal experience
Print19 August 2024
We all know that breakfast is the most important meal of the day. To better understand the Irish attitude toward breakfast, Délifrance conducted ‘Prove it: Breakfast in Ireland’ study which included 500 consumers to explore their morning eating habits.
The study found that Ireland’s out-of-home (OOH) breakfast market is picking up, with 22% of consumers now eating breakfast OOH during the week, and 18% over the weekend.
Breakfasts have been eaten predominantly at home over the last few years due to lockdowns and the increase in working from home. These lifestyle changes have made breakfast more significant, with almost one in four (24%) Irish consumers now eating breakfast more frequently than before.
Weekday breakfasts have a strong focus on health. The top three choices are cereal, toast, and oat-based breakfasts, which suggests that many people are mindful of their nutrition as they start their day. These healthier options align with a growing awareness of the importance of a balanced diet.
On the weekends, however, breakfast routines change significantly. More than one in four (27%) consumers opt for breakfast as a treat, compared to less than one in ten during the week. The majority (44%) indulge in a cooked breakfast, making it the most popular choice.
Toast follows at 37%, and cereal or granola comes in third at 34%. This shift indicates that weekends are seen as a time to relax and enjoy more indulgent meals, contrasting with the healthier weekday choices.
The rise in OOH breakfast consumption also highlights a broader change in social habits and economic conditions. With urban living and fast-paced lifestyles becoming more common, the convenience of eating out appeals to many. Additionally, the variety offered by cafes, restaurants, and bakeries makes breakfast out an attractive option.
The Délifrance survey shows that breakfast habits in Ireland are evolving. Whether it’s for convenience, variety, health, or the joy of treating oneself, Irish consumers are increasingly enjoying their breakfast outside the home, reflecting a blend of traditional and modern lifestyles.
Welcome to the new breakfast club
Following on from the recent launch of the new gluten-free granolas into the breakfast category, Just Live a Little have extended their range into portion packs for on-the-go breakfast
Just Live a Little was created to offer a healthier option for those who want to enjoy a breakfast they can feel good about. The range is gluten free, as well as supporting good gut health, and is free from refined sugars.
Bronagh Clarke, marketing director, said: “20% of consumers in Ireland actively choose to reduce or avoid gluten in their diet for many reasons, and this number is growing. Sometimes the choices in the category are restrictive in terms of taste and variety. In addition, the average granola has over 20% refined white sugar and with low nutritional quality.”
“We believe better food makes you feel better, so we only use wholegrain gluten-free oats, mixed with fruit, nuts and seeds and finished with a generous dollop of nut butter for a creamy taste. Everything is batch-baked at our own gluten-free facility in Co. Armagh.”
As well as being gluten-free and vegan, the range is also high in fibre and supports good gut health.
They also have a strong sustainability story, using only plant-based ingredients, carbon neutral oats and comes in fully recyclable packaging.
The portion packs come in a branded SRP for display on counters and are suitable for hanging on clip strips throughout stores or for dual positioning beside chillers.
Just Live a Little Granola portion packs come in two flavours with an RRSP of €1.25 for 45g:
- Maple & Toasted Pecan Granola (1-star, 20204 Great Taste Awards)
- Raspberry, Coconut & Cashew Granola
The launch is being supported by instore media, consumer press, sampling and social media. Visit: www.justlivealittle.com Email: hello@justlivealittle.com
For more information contact: Bronagh Clarke, marketing director bronaghc@forestfeast.com or Barry Tyndall – head of sales, Ireland barry@forestfeast.com
ACTI-SNACK: Real food fuel
ACTI-SNACK launches new Protein Crunch Triple Chocolate Granola and Good Gut Triple Nut Granola into the breakfast category real food fuel. The duo join the growing ACTI-SNACK range of snacks and granolas.
Performance Snacks & Granola brand ACTI-SNACK have added to their breakfast portfolio with two new products – Protein Crunch Triple Chocolate Granola and Good Gut Triple Nut Granola. ACTI-SNACK believe in fuelling well to perform well for the day ahead with real food that tastes great. All their granolas are batch-made at their dedicated manufacturing site in Co. Armagh.
Bronagh Clarke, marketing director at ACTI-SNACK, said: “For many, breakfast is the most important meal – a chance to fuel well for the day ahead and pack in as much good nutrition as possible. Our new products directly answer the needs of consumers who are looking for something a bit more than their average cereal.”
- ACTI-SNACK Protein Crunch Triple Chocolate Granola is a protein boosted cocoa and wholegrain oat granola with real white chocolate and dark chocolate chunks for delicious taste. Each bowlful has 20% protein as well as being a good source of fibre.
- ACTI-SNACK Good Gut Triple Nut Granola taps into the booming market for gut-friendly foods by being packed with nuts and oat grain fibre to support good gut health , as well as being low in sugar and vegan.
The new products join the current ACTI-SNACK line-up of Protein Crunch Peanut Butter Granola and Keto Dark Chocolate Almond Granola, offering a range of delicious flavours paired with functional benefits.
The range has launched into Dunnes, with other retailers to follow in the Autumm, at an RRSP of €5 for 350g-380g.
For more information, images or samples contact: hello@acti-snack.com
Kellogg’s Q&A Ann Rose Eng, senior brand & activation manager
Pictured: Ann Rose Eng
1/ Packed with energy and nutrients, a bowl of Kellogg’s means a great start to the day. Can you tell me about the benefits of cereal?
More than 100 years ago, W.K. Kellogg recognised the possibilities in a single grain. And with the simple goodness of his toasted corn flakes, breakfast cereal was born. Motivated by a passion to help people improve their health, Kellogg embraced every opportunity to make a difference in the lives of the people he touched.
Today, our cereals still begin with the wholesome simplicity of wheat, corn, oats or rice. Next, we add quality ingredients to boost the flavour and potential of our grains. Then we share them with you in the form of the Kellogg’s cereals that you know, trust and love.
And because every grain comes with nutrition and taste, we’re able to create cereals that best cater to our consumers’ needs. We make a wide selection of great-tasting cereals specifically with them and their families in mind. That way, from grains to greatness, families across Ireland are better prepared to be at their best every day. That’s our passion, and our promise.
2/ Can you tell me about your brands credentials. What makes Kellogg’s stand out from your competitors?
At Kellogg’s, we are proud to be Ireland’s #1 cereal manufacturer1, committed to delivering quality food that we know our Irish consumers love.
It’s hard to believe that Kellogg’s products have been sold in Ireland for almost 100 years. And that’s in a market that consumes more cereal per capita than anywhere else in the world!2
We are a brand that consumers trust with a vision of a future where people are not just fed but fulfilled. We have removed 10% of sugar and 20% of salt from our recipes and over the next 10 years, we will continue to tackle salt and sugar, and to increase fibre to ensure we are continuing to fulfill consumers at breakfast, all across Ireland.
Through our Better Days Promise strategy, we are creating a place at the table for everyone through our trusted food brands, supporting the heart of the local Irish community through various initiatives, including sponsoring Kellogg’s GAA Cúl Camps.
In 2023, we proudly supported over 4,000 children getting access to breakfast each day through our Breakfast Club Grants. We also partnered with FoodCloud to help feed those in need across the country, donating over 1 million servings of food (1,122,635).
136.6% market share. Nielsen Total Scantrack L52wks data up to 14th July 2024
2Breakfast Cereal Report, Ireland, Statista Market Insights, Jun 2024
3/ How importantly is NPD to Kellogg’s? Can we expect to see any new products on the market from your brand soon?
Innovation is key for us at Kellogg’s. NPDs allow us to stay responsive to trends, and increase flavour profiles, improve the nutritional content of existing products, recruit more consumers and ultimately bring added value into a category.
For Kellogg’s, it is vital for us to keep listening to our consumer needs, ensuring that we are offering products and flavours that we know our consumers are looking for. It allows us to stay top of mind for our shoppers and brings added value to our retailers.
We are continuously bringing innovation to the breakfast category with the launch of Krave Choco Brownie Flavour and Special K High Fibre in 2024.
In 2023, we launched Kellogg’s Coco Pops Chocos, which continues to be the #1 NPD as the fastest growing sub brand at +300% vs. YA*.
We are excited to continue to bring new news to the cereal category with more news to follow on what’s coming up next…
*Nielsen Total Scantrack L52wks data up to 14th July 2024
4/ As a food company you rely on a plentiful and reliable supply of grains, water and energy. What initiatives does Kellogg’s have in place to help your brand continue to make great strides towards your sustainability goals?
Our Better Days Promise strategy is integral to not just the Kellogg’s brand but to the Kellanova business as a whole.
The Better Days Promise is our commitment to ensuring equitable and sustainable access to food by actively addressing the intersection of wellbeing, hunger, sustainability and equity, diversity, and inclusion (ED&I). We are actively working to reduce our greenhouse gas emissions in a number of ways including engaging with suppliers to measure, reduce and report our Scope 3 emissions, investing in our manufacturing plants (to reduce scope 1 and 2), and driving innovation in our packaging to ensure we are prioritising GHG emissions reduction, among others.
One area of development is our work in optimising how we transport our foods. Logistics contributes to a part of any business’ emission, so optimising the way we palletise our products and how we fill our trucks is important to drive efficiencies and reduce our environmental impact. Maintaining a consistent height size of our packs to optimise our pallets, sending our trucks out fully loaded and collaborating with customers on mutually beneficial order all contribute to reducing our carbon footprint.
In terms of our water use, we have a commitment to reduce water use in Kellanova-owned manufacturing facilities in high water stress regions by 30% by the end of 2030.
Through our Kellogg’s Origins Programme, we work with our raw materials suppliers, research institutions and non-profit organisations around the world to provide farmers and workers in our sourcing regions with on-the-ground training and technical assistance they need. This will help them to improve farm productivity, regenerate soil health, protect species and habitats, reduce greenhouse gas emissions, and improve their livelihoods in ways that protect and respect both the environment and human rights. We are working right now to further expand this programme in Europe in the coming months.
For more information on our global Better Days Promise you can visit https://betterdayspromise.kellanova.com/home.
5/ What next for Kellogg’s, do you have any new innovations in the pipeline that you can share with me?
We are always looking for new ways to innovate so we will have something in the pipeline coming up for Kellogg’s cereals, all to be shared in due course… However, on our snacking side of the Kellanova business, we have huge news!
Cheese lovers might want to take a seat for this one. Due to popular demand, the iconic American favourite – Cheez-It – has finally crossed the pond, bringing the perfectly thin and crispy and totally cheesy snack to Ireland. Guaranteed to hit the spot, they are baked with 100% real cheese while its unique curved shape gives it the ultimate satisfying crunch. And as it’s baked, not fried, the flavour packs a powerful punch. Launching on to the Irish scene are Cheez-It Snap’d in two flavours, Double Cheese and Cheese & Chilli, these drool-worthy snacks deliver a party for your palate with every crunch. Available from August 2024!
Nearly two-thirds of Irish people are early birds as survey shows 52% are more productive in the morning
The Irish are a nation of go-getters, with over 46% of us tackling a champion-worthy four to 16 tasks by 7am each day according to new research conducted by Alpro.
The survey*, undertaken to celebrate the arrival of the new Alpro Plant Protein range found a nation of go-getters with everyday essentials like starting a wash load, emptying the dishwasher and getting showered before breakfast.
Alpro also found that almost three-quarters (74%) of respondents complete their entire morning routine in less than 60 minutes. This means more time for what matters most, whether a leisurely breakfast, catching up on the news, or simply enjoying a few extra moments of peace before the day begins. Alpro Plant Protein helps to bridge the gap between good intentions and a protein-packed breakfast to start the day.
Almost every Irish person (96%) recognises the importance of protein in their diet, yet only 8% feel their morning routine delivers a protein punch. Alpro Plant Protein offers a tasty and plant-based solution. You can now achieve your protein goals – without compromising on taste. With so much to do in the early hours, Alpro challenged rugby legend Donncha O’Callaghan to put an unrealistic morning routine to the test, proving you don’t need any iconic celebrity regime, the new Alpro Plant Protein range is a much simpler and realistic solution.
The Alpro Plant Protein Morning Trials were no walk in the park for O’Callaghan. He had to wake up at the crack of dawn (2:30 am to be exact!), squeeze in multiple intense gym sessions, and even brave an ice bath! But he powered through it all thanks to Alpro Plant Protein range keeping him fuelled. Alpro Plant Protein range is packed with protein making them a great addition throughout even the most hectic mornings.
Lydia Cummins, brand manager, Alpro, commented: “Our research shows that although Ireland is a nation of early risers, we haven’t cracked our protein intake at the start of the day. Although almost all Irish people recognise the importance of protein in their diet, a third don’t have enough in their breakfast. We may be good at getting up early, but we also need to start our day in the right way. Our Alpro protein range is the perfect yummy protein treat, packed with plant-based goodness**.”
Everyone’s body needs protein and Alpro’s Plant Protein products are packed with quality plant protein. The latest additions to the Alpro Protein range includes Alpro Plant Protein Chocolate Flavour Drink (750ml), Alpro Plant Protein Original Drink (750ml), Alpro Plant Protein Mixed Berries alternative to yogurt (200g) and Alpro Plant Protein Tropical Fruit alternative to yogurt (200g).
The Alpro Plant Protein range is now available in supermarkets nationwide including SuperValu, Dunnes Stores and Tesco. For further information on the Alpro Plant Protein range visit: www.alpro.com/ie/collection/plant protein
Breakfast with benefits
Leading gut health food brand, Bio&Me, founded by The Gut Health Doctor, Dr Megan Rossi, BSc, PhD RD, is on a mission to make good gut health deliciously easy.
Dr Megan’s scientific research shows that people and microbes thrive on variety and deliciously good food. As a result, Bio&Me’s award-winning range of granolas and porridges offers consumers tangible gut health benefits at an accessible price point. As consumer curiosity around gut health surges, offering your customers the very best in gut healthy products is key.
Bio&Me’s ‘Good For Your Gut’ Granolas: High in fibre, with no added sugar or nasties, and suitable for vegetarians and vegans too, these flavoursome granolas contain up to 15 plant-based foods. Choose from Super Seedy & Nutty Granola and Low Sugar, Naturally Granola (€5.30/360g pack) to give your biome the diversity it loves to help it thrive.
Bio&Me’s ‘Good For Your Gut’ Porridges: These tasty porridges are high in fibre, with no added sugar or nasties. Choose from Apple & Cinnamon and Super & Seedy & Nutty, they’re also available in convenient pots, perfect for delivering a gut healthy breakfast, pronto. (€4.00/400g pack and €1.55/58g pot).
Find Bio&Me in Tesco Ireland, Nourish and SuperValu.
Cuisine de France Croissant: A perfect breakfast choice
For thirty-five years Cuisine de France has been producing the best-in-class French baguettes, beautiful breads, pastries and much much more. Our extensive range of products allows us to meet our consumers’ needs for all occasions.
When it comes to breakfast, few options can rival the sheer delight of a freshly baked croissant. This flaky, buttery pastry has long been a favourite in cafes, convenience stores and homes around the world, and for good reason.
Cuisine de France croissants are renowned for their unique texture and flavour. The outer layer is crisp and golden, while the inside is soft and airy. This contrast creates a delightful eating experience that is both satisfying and indulgent. The rich, buttery taste of a croissant is a perfect way to start the day on a high note.
One of the great things about croissants is their versatility. They can be enjoyed plain or with a variety of fillings and toppings.Whether you prefer a classic butter croissant, a sweet almond croissant, or a savoury ham and cheese croissant, there is a version to suit every palate. You can also pair them with jams, honey, or even fresh fruit for a balanced breakfast.
Croissants are a convenient breakfast option, especially for those with busy mornings. They can be easily picked up in your local convenience store. If you are short on time, a croissant can be a quick and satisfying grab-and-go breakfast that does not compromise on taste.
Ireland’s oat experts launch new look granola range
With more than three million portions of Flahavan’s porridge oats consumed each week in Ireland, the Waterford-based family food business continues to maintain its position as Ireland’s favourite porridge, proudly fuelling Irish families for over 200 years.
The market-leader in oat-based cereals, Flahavan’s produces a range of over 50 breakfast products using locally sourced wholegrain oats, including Flahavan’s Progress® Oatlets, Organic Oats, Quick Oats, Hi-8 Muesli and Granola. Most recently their top-selling and deliciously toasted wholegrain Oat Granola range has hit the supermarket shelves with bold, energetic and disruptive new packaging.
Flahavan’s is committed to driving long term brand growth of the Irish breakfast category and continues to support its portfolio through extensive PR and brand communications to reinforce brand superiority, quality and taste messages. Insight driven innovation will also continue to be a key growth driver for the brand as it continues to bring new benefit driven and functional products to the Irish consumer.
Flahavan’s is a member of Love Irish Food and is a Gold Member of Bord Bia’s Origin Green programme. Learn more at Flahavan’s.ie.
Mór Taste wins Great Taste Stars with six products
Mór Taste has announced that its products have received multiple accolades at the prestigious Great Taste Awards 2024, the world’s largest and most trusted food and drink awards.
Mór Taste’s award-winning products and their honours include:
- Hazelnut & Chocolate Spread – Two stars
- 4 Berry Jam – Two stars
- Mango Jam – One star
- Raspberry Jam – One star
- Rhubarb & Vanilla Jam – One star
- Peanut & White Chocolate Spread – One star
“We are incredibly proud to have our products recognised by the esteemed panel of judges at the Great Taste Awards – especially as our flavour profile is different to traditional products, due to the massively reduced sugar content and sweetness” said Felix Oster, managing director of Mór Taste. “This achievement is a reflection of our hard work and dedication to crafting delicious, high-quality products that have a better nutritional profile.”
The Great Taste Awards, often referred to as the “Oscars” of the food world, are organised by the Guild of Fine Food. Receiving such recognition is a testament to our unwavering commitment to quality, innovation, and exceptional taste.
The judges, consisting of over 500 experts including chefs, food critics, and journalists, said about its Hazelnut & Chocolate Spread: “The aroma is exactly as we would hope for”, and they praised the 4 Berry Jam as “bags of bursting berry notes that that keep on giving”. Mór Taste’s single-star winners – Mango Jam, Raspberry Jam, Rhubarb & Vanilla Jam, and Peanut & White Chocolate Spread – also received high commendations for their unique flavours and superior taste.
O’Hara’s of Foxford launches new ‘Baker 51’ range
O’Hara’s of Foxford launches new ‘Baker 51’ range with delicious sourdough loaves delivering artisan quality and supermarket convenience
O’Hara’s of Foxford, the Mayo bakery owned and run by the O’Hara family since 1951, which already boasts an impressive range of over 140 breads and cakes, has announced the launch of an exciting new brand, Baker 51.
Baker 51 is designed to deliver artisan quality, using locally sourced ingredients and innovative baking methods, through the convenience of supermarket shopping. The brand launches with a delicious sourdough loaf, created by the team in O’Hara’s to provide bread-lovers with the sought-after rustic flavour and texture of the artisan sourdough loaf that can be enjoyed straight from your store-cupboard.
O`Hara’s have harnessed the natural wild yeasts and bacteria in the air of rural Mayo to create the unique starter culture for this sourdough range. Unlike commercial yeast, these organisms are much slower acting and require a 48hr fermentation process to raise the bread. It is this time and ‘of Mayo’ starter culture which produces such outstanding taste, delivering a pleasant lactic sourness with a softer texture, making it unique to other sourdough breads on the market.
The unique ingredients, fermentation process and commitment to quality, which stays true to O’Hara’s of Foxford original ethos of ‘Care in the Making, and Care in the Baking’, has resulted in this versatile Baker 51 range which includes three sourdough varieties: Traditional Sourdough Vienna; Traditional Sourdough Cob; Malted Grain Sourdough Cob, as well as a delicious Baker 51 Fruit Loaf.
Baker 51 represents a new chapter in O’Hara of Foxford’s wonderful story. In 1951 following a surprise win in the sweepstakes, Michael and Maureen O’Hara bought a bread oven and started the local bakery with the dream of securing the future of the family. 73 years later the company employs over 180 people in Co. Mayo, many of whom are O’Hara’s, making it one of the largest employers in the county and the largest in the town.
Julie O’Hara, brand manager, O’Hara’s of Foxford, commented: “We are so delighted to see such positive customer reactions to the Baker 51 Sourdough range. We have spent months perfecting the recipe and getting the products just right. “Sourdough has continued to grow in popularity, and we knew that a high-quality, store-cupboard friendly sourdough would be a hit, whether it’s for a slice of toast in the morning, picnics, brunch or an evening toastie, a fresh slice of sourdough will always deliver.” Michael and Maureen have achieved so much with the O’Hara’s of Foxford brand to date and we’re honoured to be steering the business into the next chapter. We’ve lots of exciting plans for further additions to the Baker 51 range and other projects in the future.”
O’Hara’s of Foxford range of breads and cakes are available in supermarkets and independent retailers throughout the country.
Baker 51 Sourdough White Cob: 600g, RRP €3.75
Baker 51 Sourdough Malted Cob: 600g, RRP €3.85
Baker 51 Sourdough Vienna: 600g, RRP €3.75
Baker 51 Small Batch Fruit Loaf: 490g, RRP €3.80
Visit: www.oharasoffoxford.com
Contact: @oharasoffoxford
O’Neills, knows a thing or two about producing award-winning bacon*
Based in Co. Wexford, O’Neills bacon is made with Bord Bia approved Irish Pork and dry cured by hand in the traditional way using its unique family recipe with natural sea salt. It has 30% less salt in its bacon than comparison brands, O’Neills don’t add water and no phosphates are needed due to the curing process. This results in bacon that tastes and cooks like it should with no shrinking on the pan guaranteed.
The chosen bacon of many of the top chefs and five-star hotels in Ireland, its range of products include Dry Cured Rashers, Lardons, Streaky Rashers, Sausages, Black & White Pudding, Ham Fillets, Bacon Steaks, Bacon Loins and Bacon Jam.
O’Neills is proud to have won numerous prestigious awards including Gold, Silver and Bronze at Blas na hEireann, several stars at the coveted Great Taste Awards and Small Producer of the Year at the Irish Quality Food and Drink Awards.
Having started its business at a small farmers market, our range of products are available nationwide through SuperValu, Dunnes Stores & Tesco along with smaller independent and artisan food stores.
As they say the proof is in the pudding so why not try O’Neills products for yourself? For more information and mealtime inspiration. Visit: www.oneillsbacon.ie or email info@oneillsbacon.ie
*(No. 4 Bacon Brand in Ireland 2023, Nielsen)
White’s launches new range of ready-to-eats
With over 183 years’ heritage and expertise, award winning White’s Oats is Ireland’s largest oat miller and breakfast cereal producer with over 800.000 bowls of porridge produced daily from its mill in Co. Armagh.
A market leading brand, White’s has a 68% share (value) in traditional porridge. Its longstanding heritage, dedicated farming partnerships and commitment to quality using only the best locally sourced ingredients from across the island of Ireland, helps deliver the distinctively creamy taste and texture.
Packed full of natural goodness and flavour, White’s has grown its range of oat-based cereals, from traditional porridge under its iconic Speedicook brand, to its Quick & Oaty Instant sachets and pots, Granolas and Toasted Oats.
White’s continues to invest in bringing the health benefits of oats to as many consumers as possible. It recently launched a range of ActivOat high in protein porridge pots while the latest addition to its oat-based breakfast cereal range offers a more permissible indulgent choice. High in fibre and free from artificial colours and flavourings, Toasted Oats Triple Chocolate is made from a unique blend of Wholegrain Irish Oats toasted flakes and crisp rice, blended with baked in dark, white and milk chocolate chunks. Salted Caramel & Pecan Granola is made from wholegrain jumbo oats, lightly baked and then blended with golden linseeds and sunflower seeds combined with salted caramel and caramelised pecans. Both are best enjoyed first thing in the morning or as a healthier snack any time of the day.
White’s holds a series of awards, including 53 great taste awards and Irish Quality Food awards. The full range is available at selected retail outlets across Ireland.
The new range of ready-to-eats (RTEs), Triple chocolate Toasted Oat, Salted Caramel and Pecan granola, and Quick and Oaty pot options are now available at selected supermarkets across UK and Ireland.
Read more: Beautiful breakfast!
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