top of page

Galberts Named #1 For Chilled Desserts In Checkout's Top 100 Brands


Galberts has reached an incredible milestone this year, holding the top spot in the Chilled Desserts category in the Checkout Top 100 Brands for half a decade now. Sarah O’Sullivan talks to Karla McAviney, Brand Manager, PRM, about brand loyalty, innovation, and what it means to hold the top spot.


For Galberts, holding the top spot in Chilled Desserts is a great achievement, but the company’s commitment goes far deeper and further back than this accomplishment.


“For over 30 years we have been focused on bringing great tasting products to households across Ireland,” says Karla. “At Galberts, we offer a delicious and convenient range of meal accompaniments and desserts.”


“We focus on taste,” Karla says, “and never compromise on quality, which has allowed us to retain the leader spot for five years in a row.”


To maintain brand loyalty and a strong reputation in such a diverse and saturated market is no easy feat. According to Karla, maintaining that trust through quality products and moving with the seasons is key.


“As a recognised and established family favourite, focusing on quality across our core lines whilst offering new seasonal lines to complement these mid-week meal inspiration to those special events, we have a product guaranteed to put a smile on everyone’s face.


“Galberts is a recognised, traditional brand, with a range of products across various categories with a similar brand look and feel. Keeping consumers engaged through social media offerings, in-store point of sale, promotional offerings at various times throughout the year and – importantly – offering new product development opportunities across the various categories keeps consumers interested and expecting news from the brand.”


Although a competitive market, cost-of-living concerns have caused chilled space in supermarkets to become more scarce as retailers fight high energy costs. With this added element of competition, how is Galberts enticing customers again and again?


“Investing in the brand and providing support around key campaigns – Pancake Tuesday for the Pancake range, seasonal offerings for the desserts when family and friends get together – Easter, Summer and Christmas. These key promotional slots keep consumer brand loyalty.”


Desserts themselves can be fickle, particularly in the chilled category. As the past two summers have seen more rain than sunshine, Galberts has been watching the market and adapting as needed.


“The in-home consumption market has changed significantly over the past couple of years,” Karla says. “Galberts have provided products in various categories to encourage those in-home consumption occasions with a wide range of dinner, party and family get-together favourites such as profiteroles, Tiramisu, Lemon Cheesecake, Raspberry Cheesecake, Fruit Trifle and Black Forest Trifles for the sweet lovers.”

With such a diverse range of products, how does the company maintain popularity across so many sectors?


“Offering a variety of products in different flavours, formats and sizing to suit all taste buds along with product development has allowed Galberts to remain a popular Chilled Dessert brand. In 2024, Galberts launched three new three-pack cheesecakes, and in the last quarter of the year, we are looking forward to two new products hitting the shelves.


“The first is in a single pot format – Galberts Raspberry & Belgian White Chocolate Panna Cotta. The second – Galberts Chocolate & Hazelnut Dessert – offers a more luxurious, indulgent product to the range.”


While the success and growth of Galberts is centre-stage, it does not mean there have not been struggles in the past, or indeed struggles ahead. Cost-of-living concerns, though easing, have persisted into 2024 and as customers ease back into spending, products within categories such as desserts may have an uncertain path ahead.

“Our key focus for the brand continues to build on the success of the current products we have in the range,” according to Karla.


She highlights the importance of consistent quality and taste, as well as brand awareness based on store placement and availability across the island of Ireland.

With all of this in mind, how does Galberts plan to navigate future challenges?

“Investment in the brand, watching trends and developments within the categories and listening to what consumers want is important,” Karla says. “New product development is key as it keeps the consumers interested and excited about what is coming from the brand.”


But through it all, Galberts guiding philosophy is quite simple, yet effective.


“Continuing to offer delicious and convenient desserts in various formats to suit all tastebuds and occasions is crucial in an ever-changing and competitive market,” Karla says.

Comentários


bottom of page