GAIN Equine Nutrition is giving you an exclusive insight into the upcoming launch of our brand-new product – Ultra Fibre Mash

To keep up with the demands of our equine consumers, we took the decision to create our very own GAIN Equine Nutrition mash product. Mash products act as a complement to a standard feed and offer a multitude of health benefits to horses. Commenting on the move, Phillip Gilligan, GAIN Equine Nutrition Sales Manager Ireland, said: “This product marks a significant milestone for GAIN, as it’s our first venture into the mash feed market, positioning us to compete more effectively and offer our customers a wider range of high-quality equine nutrition options.”

What sets Ultra Fibre Mash apart? It’s all about superior performance and value. Our mash boasts:

1. Quick soak mash – 15 minutes
2. Includes Alltech Mineral package
3. Extremely palatable to help even the fussiest of feeders
4. Affordable addition to GAIN Equine Nutrition’s product range.

“It’s a really exciting time for GAIN Equine Nutrition as this is our first product launch in a long time. While normally our equine campaigns are split across the different areas in the industry, such as sport horse, racing etc, this product is suited to all sectors of the equine industry and so it’s a great opportunity to develop a well-rounded creative campaign that will cater to everyone. We have some great new ideas planned for both markets and I can’t wait to see them all come to fruition,” said Sarah McGrath, Assistant Marketing Manager for GAIN Equine Nutrition.

This omnichannel campaign will leverage digital audio, print and digital advertising across leading equine media channels, targeted social media and email campaigns. We will also be working with our sponsored riders to help promote the product.

Critically, we’re optimising our Tirlán FarmLife and Tirlán CountryLife branches and working closely with our external stockists to ensure maximum visibility and availability of Ultra Fibre Mash.

The success we’re expecting to achieve with this upcoming launch is the result of the hard work and dedication of many Tirlán colleagues. A special thanks goes to Joanne Hurley, Phillip Gilligan and Anne Priestman, as well as the entire GAIN Equine Nutrition team, alongside Lisa Dunphy, Sarah McGrath, Katriona Kinsella and Caroline Brindley. The collaboration across Commercial, Marketing and Development has been a crucial factor in getting us to this exciting point.

Wexford Cheddar joins the “Look, Smell, Taste” campaign to combat food waste

Wexford Cheddar is proud to be a part of the “Look, Smell, Taste” campaign, a global initiative aimed at reducing food waste by empowering consumers to make informed decisions about food safety and usability. This campaign is a perfect fit for Wexford Cheddar, thanks to its robust quality assurance measures, sensory stability and extended shelf life beyond the best-before date.

The “Look, Smell, Taste” initiative not only showcases the inherent qualities of Wexford Cheddar, but also educates consumers on sensory evaluation methods. By teaching people how to assess food using their senses, the campaign fosters a culture of sustainability and responsibility. This approach can significantly reduce unnecessary food disposal, positively impacting both the environment and consumer behaviour.

To ensure the continued success of this initiative, ongoing monitoring, consumer feedback collection and education efforts are recommended. These steps will help strengthen consumer trust, enhance the product’s reputation and support broader food waste reduction goals.

As part of the global “Too Good to Go” initiative, the “Look, Smell, Taste” campaign is currently running in 14 countries, with over 6,000 SKUs added from 500 brands. Supported by the EPA in Ireland, the campaign has a coalition of partners including Guinness, Onken, The Laughing Cow and Ballymaloe.

The goal of the campaign is to encourage consumers to evaluate the condition of their food using sensory cues before deciding to dispose of it. This initiative aligns with legal standards and promotes a more sustainable approach to food consumption.

The proposed SKUs for Wexford Cheddar in this campaign include:

• Wexford Cheddar Mild & Creamy White Block 200g
• Wexford Strong & Vintage White Irish Cheddar 200g
• Wexford Rich & Mature Red Irish Cheddar 200g
• Wexford Rich & Mature White Irish Cheddar 200g
• Wexford Ferrycarrig Red Cheddar 200g
• Wexford Ferrycarrig White Cheddar 200g

By participating in the “Look, Smell, Taste” campaign, Wexford Cheddar is taking a significant step towards reducing food waste and promoting a more sustainable future.

Avonmore launches exciting new campaigns for Protein Milk and Soup

Avonmore Protein Milk

Quarter one is a crucial recruitment period for Avonmore Protein Milk as a ‘new year-new you’ health and fitness mindset sets in and people are more open to fitness and protein products. As with previous years, this is onea of the heaviest activation periods for Avonmore Protein Milk to build awareness and recruitment into the brand.

During January, February and March, Avonmore Protein Milk will launch a more product focused campaign. The objective of the campaign is to hero the product, making the brand big and bold, to catch the attention of passers-by. The campaign aims to keep our product top of mind with consumers during this period while also dialing up the benefits of high in protein, fresh milk cues, taste and occasion, giving them lots of reasons to consider Avonmore Protein Milk.

Communications will appear on outdoor, retail advertising, YouTube, Instagram and TikTok, along with a heavy sampling campaign across colleges, clubs and societies.

Avonmore Soup

Over the past couple of months, Avonmore Soup has undergone a pack refresh! Designed to appeal to a younger audience while highlighting the quality ingredients and benefits of the soup range, the new packaging gives our much loved soups a modern and vibrant feel.

While the outside may look different, customers can rest assured that their favourite recipes remain unchanged. To support this refresh, a multi-channel campaign including OOH (Out of Home), in-store and social media will drive awareness and reinforce our commitment to great taste and quality. Keep an eye out for the new look on shelves now! A big thank you to the team at Kilkenny Food Company for supporting such a smooth transition.

 Updates on Tirlán’s plans for 2025

On Wednesday 22 January, Tirlán hosted a 2025 Outlook Webinar for all its shareholders and suppliers where senior Tirlán management and Board members provided updates on the business and plans for the coming year.

Check out the Tirlán Ingredients Highlights video showcasing the past year

Last year, the Ingredients team participated in numerous trade shows, trade missions and conferences. Hear directly from each Head of Category and learn more about their ingredient areas and the key activities that took place throughout 2024.