Our new consumer campaigns are brightening up the dull February days

Our Consumer Marketing and Brand teams have had a busy start to 2026, with a suite of exciting campaigns hitting the market across Avonmore Protein Milk, Soup and Super Milk. Here’s a quick look at what’s new, what’s returning and the great work happening behind the scenes to bring these campaigns to life.

And don’t forget to enter our Soup competition to be in with a chance of winning a €250 North Face voucher!

February can be a challenging month for households – short days, tight budgets and the post-holiday slump. But it’s also peak season for soup, making it the perfect moment for our teams to launch the brand new “Soup It” campaign. Developed to give the category a fresh, friendly and uplifting voice, “Soup It” invites consumers to turn life’s everyday annoyances into a moment of warm comfort.

Q1 also marks the return of our impactful Avonmore Super Milk “90%” campaign, reminding consumers that 90% of people in Ireland don’t get enough Vitamin D from food alone (FSAI Report, 2023).

The campaign highlights Super Milk as a simple, everyday way to increase Vitamin D intake and support bone and immune health during the long, low light winter months.

You’ll see the message amplified across heavyweight outdoor formats, including 96 sheets and digital galleries, bus rears and T sides, national and local radio, digital audio, social and in-store activation.

Running from late January to mid-March, this familiar yet powerful campaign continues to be a key driver of brand awareness during the darkest time of the year.

A huge thank you to everyone across Marketing, Insights, Brand, Media, Digital, Category and our wider cross‑functional partners who helped bring these campaigns to life. Launching three major consumer initiatives at once is no small feat and it’s your creativity, collaboration and relentless commitment that make it possible. Your hard work ensures our brands continue to show up with impact in busy categories and challenging seasons – and it’s something we should all be incredibly proud of. Well done to all involved!

How smart business development put us on prime-time TV

When a fast-growing UK nutrition brand appeared on Channel 4 last week, so did our work — front and centre.

During the programme ‘Protein: Everything You Need to Know’, presenter Gemma Atkinson explored the booming world of protein alongside Dr. Jack Mosley and cookbook author Lucy Watson. As part of the episode, she visited Applied Nutrition, one of the UK’s fastest-rising sports and active nutrition brands and now an important customer thanks to our Business Development team.

And yes – sharp‑eyed viewers may have spotted something familiar on screen… Our Solmiko bags and MPC stacked proudly on pallets throughout the visit.

Meet Applied Nutrition and Why This Matters

Applied Nutrition is a standout success story in its own right. Founded in 2014 by Tom Ryder – a former scaffolder who turned his passion for fitness into a major brand — the company has grown at exceptional speed. By 2025, it hit a turnover of £107.10 million, delivering an impressive +24.25% year-on-year growth.

This momentum made Applied Nutrition a prime opportunity and thanks to smart, patient, relationship-driven business development, we seized it.

Our Business Development Journey

This success didn’t happen overnight. It’s the result of consistent effort, strong category expertise and trust built over time, with Tom Aylward, Sales Manager leading the way.

Here’s how the journey unfolded:

• It all began in late Q3 2024, when Tom initiated contact through LinkedIn Sales Navigator to explore opportunities for WPI.
• After promising discussions, our first sale (17.28mt of WPI) landed in December 2024.
• Market volatility made repurchasing difficult in early 2025, but Tom kept building the relationship and uncovering more opportunities.
• By February 2025, samples of MPC were sent, leading to 310mt of MPC sold between June and December, with 155mt already contracted for Q1 2026.
• Tom also identified potential for MPI, securing 25mt since December.
• Adding even more value to our milk proteins category, Applied Nutrition delivered returns €236 above the MPC benchmark in 2025.

This is what great business development looks like — patient, strategic and rooted in understanding what customers need today and tomorrow.

You can watch the segment from the Channel 4 programme featuring Applied Nutrition here:

Keep an eye out and you’ll spot our MPC pallet and Solmiko bags throughout the visit!

Tirlán suppliers have been recognised for their innovative approach by Diageo

We are delighted to have received Diageo’s prestigious Supply Categories Award for Innovation Excellence. This award recognises suppliers who deliver breakthrough performance and respond quickly to market needs in innovation projects, and it highlights the strength of our long‑standing partnership with Diageo. It is a celebration of the collaborative spirit that drives our shared success.

In 2025, we stood out for our leadership in developing Baileys’ plant‑based product lines, combining exceptional technical expertise with the sourcing of high‑quality Irish oats. This key ingredient is central to Baileys’ identity and reflects our joint commitment to sustainability across both organisations. Our team’s work shows how innovation and responsible sourcing can go hand in hand to meet evolving consumer preferences.

This achievement goes beyond receiving an award. It is a testament to the enduring relationship between our teams and Diageo, a partnership spanning five decades and powered by shared ambition, innovation and trust. We are incredibly proud of what we have accomplished together and look forward to continuing to deliver products that delight consumers worldwide while championing sustainability and growth.

Pictured receiving the award from Diageo’s Aoife Murphy are L-R: Mairtin O’Coinceanainn, Head of Consumer & Ingredient Solutions; Helen Walsh, R&D Manager, Dairy Fats; Aoife Murphy, Chief Ingredients Officer; Aoife Murphy, Diageo Market Category Manager; Carol Power, Senior Sales Manager; Jim O’Neil, Chief Operating & Consumer Officer

An excellent performance as our Inter‑Firm GAA team battles to the final whistle

Our Tirlán hurlers put in a tremendous performance in the All‑Ireland Inter‑Firm South East Senior Hurling Final, narrowly losing out by just a single point to Waterford and Wexford ETB, with a final score of 1–15 to 1–14.

The match, held at the Carlow GAA Centre of Excellence in Fenagh, was played in tough weather conditions, but that didn’t dampen the intensity or the quality of the contest. Both sides battled fiercely and the game remained finely balanced right up to the final puck of the ball.

Although the result didn’t fall our way this time, the team demonstrated outstanding commitment, teamwork and skill throughout the competition.

Eyes Forward: Leinster Semi‑Final Up Next

There’s no time to dwell as the team now turns its focus to the Leinster semi‑final, where we will take on Banagher Concrete. The fixture will be confirmed in the coming weeks and we’ll share details as soon as it’s available.

This month, we are travelling to one of the world’s most vibrant and fast‑paced cities, Shanghai, to catch up with Rick Huang, our Senior Territory Manager for the ASPAC region

Born and raised in the city he still calls home, Rick thrives on Shanghai’s energy. It is a place where skyscrapers rise as fast as new ideas and the pace of life mirrors the dynamism of the markets he works in every day.

With nearly two decades of experience in food ingredient sales, Rick’s journey into the agri‑food and dairy sector has been shaped by both instinct and opportunity. Early in his career, he recognised the enormous potential of the global nutrition market, particularly in rapidly developing economies like China. That insight led him to specialise in dairy ingredients, a foundation of so many nutritional applications. After eight years managing clinical and sports nutrition with FrieslandCampina, Rick joined Tirlán in September, drawn by a shared belief in the future of high‑value nutritional ingredients and the strategic direction we are boldly pursuing in that space.

In his role as Senior Territory Manager, Rick spans an incredibly diverse region. He works across China, Southeast Asia and Oceania, spending his time developing new opportunities, refining regional strategy and engaging closely with customers. His work blends high‑level planning with hands‑on execution, requiring strong insight into customer needs and the agility to adapt in a fast‑moving market.

One of Rick’s standout moments in recent months came when he represented Tirlán at a Bord Bia dinner in Shanghai on 7 January, an event attended by An Taoiseach Micheál Martin. With EU-China trade tensions and potential dairy tariffs creating uncertainty across the sector, the Taoiseach’s presence sent a powerful message of support for Irish agri‑food exporters. As the only Irish dairy company invited, Tirlán had a valuable platform to strengthen its position in the Chinese market. For Rick, the event reinforced the strong backing from Irish leaders and bolstered confidence in the strategy we are building for long‑term growth in the region.

Behind the scenes, Rick works closely with an impressive team spanning several countries. He speaks highly of his manager, Mick Gannon, whose strategic insight and supportive leadership help steer the region’s growth. His collaboration with Thomas McDonnell in Southeast Asia brings energy and a practical approach to customer development. His partnership with Shoma Ikegami across Japan and Korea ensures alignment for customers who operate across multiple ASPAC markets. It is a team defined by expertise, collaboration and a shared sense of purpose.

Right now, much of Rick’s excitement centres on our recent breakthrough in China’s fast‑growing sports nutrition sector. In a short space of time, Tirlán has connected with leading brands and positioned itself as a core Whey Protein Isolate supplier. This is a major achievement that aligns closely with our upcoming whey plant extension in Ballyragget. For Rick, it is exactly the type of strategic progress that makes his work so rewarding. Building a plan, bringing it to life and seeing Tirlán’s value resonate with customers are what drive him every day.

With Chinese New Year approaching, Rick is preparing to welcome the Year of the Horse, a time for renewal, good fortune and fresh beginnings. He plans to take a short break to enjoy two traditions he cherishes most. The first is the annual reunion dinner with his family, the warmest moment of the year. The second is thoroughly cleaning the house before the festival begins. This ritual symbolises letting go of the past and making space for the year ahead.

Outside of work, Rick finds balance by staying active and spending time outdoors. Whether he is exploring mountains and lakes during time off or keeping to a routine of running, swimming and working out, this connection to movement and nature helps him stay grounded in a demanding and fast‑paced market.

In a region known for its scale, complexity and speed, Rick brings focus, optimism and deep expertise. His work continues to strengthen Tirlán’s presence across Asia and reflects the ambition, collaboration and future‑focused mindset that define our business.