Hugo Keenan launches BWG Foods’ new quality Irish meat brand Inishella

Bord Bia approved products available in SPAR, EUROSPAR, MACE, LONDIS, and XL targeting €10m in retail sales annually

BWG Foods, one of Ireland’s leading food retail and wholesale companies, has teamed up with Ireland Rugby star Hugo Keenan to launch Inishella, an exciting new quality approved Irish meat brand that will be available across BWG’s nationwide retail network of over 1,000 independent local stores.

Inishella comes from the Irish ‘Inis Eile’, meaning ‘another island’, and is born of a promise to provide the highest quality Irish meats to enjoy at home.

The Inishella offering features a wide variety of Bord Bia approved beef, chicken, pork, bacon and lamb products, including premium steaks, roasts, and breakfast meats. All Inishella products are fully traceable from farm to fork, and product trays and labels are fully recyclable.

The range is available across BWG’s nationwide network of retail brands including SPAR, EUROSPAR, MACE, LONDIS and XL. BWG Foods estimates that Inishella will generate over €10m in retail sales annually.

As Inishella brand ambassador, Keenan will be the face of the range in advertising across traditional and social channels.

Speaking at the unveiling of the new range, Keenan said; “As a rugby player, food is fuel, and I try to eat well to aid my performances and recovery. I’m delighted to work with BWG Foods to launch Inishella, an exciting new brand that offers customers a wide variety of quality Irish meat products that are Bord Bia approved and fully traceable from farm to fork, giving customers confidence in their selection.”

Simon Marriott, Chief Operations Officer, BWG Foods said, “Introducing the Inishella range is an exciting development for BWG Foods. Giving the Irish consumer choice is important to us, and this wide selection of quality approved Irish meat products available in SPAR, EUROSPAR, MACE, LONDIS and XL does just that.

 “We’re delighted to have Hugo on board as Brand Ambassador for Inishella. An integral part of the Ireland Rugby team preparing for the Rugby World Cup, Hugo is building towards something special, and we at BWG have an exciting few months ahead also as we roll out the Inishella range nationwide.”