Ireland’s leading ready meal manufacturer, DMC Foods, has appointed award-winning communications agency, Pier, to deliver UK trade PR. The brief covers the launch of DMC Foods’ flagship brand, Fit Foods, which is making its debut into the UK market in almost 300 Morrisons stores.
The appointment, awarded to Pier through the Irish Food Board, Bord Bia, tasks the agency with raising awareness of Fit Foods with key customers. Pier will deliver trade PR and strategic communications designed to support the brand’s long-term UK growth ambitions.
Founded by the O’Leary family, and still family run today, DMC Foods is one of Ireland’s leading ready meal manufacturers, producing one in five ready meals consumed in the country. Its flagship brand, Fit Foods, has transformed the Irish ready meal market since 2014, shaking up the category with meals that deliver protein, flavour and convenience.
‘Fit Foods takes UK ready meals category by storm’
Gillian Clarke, Marketing Director at DMC Foods, commented: “Pier’s proven expertise in food and drink PR, combined with their strong track record working with leading brands, made them standout. Appointing our UK PR agency had to be a good culture fit for us too. We have found that in Pier, and are excited to be working together as Fit Foods takes the UK ready meals category by storm!”
Managing Director at Pier, Amy Bendall, added: “Pier has worked in the ready meals category for well over a decade, so this was an ideal brief for us. It is a booming category, in growth, with over 30% of shoppers reaching for a meal each week, and Fit Foods is perfectly set-up to play a big role in that upward trajectory. We are incredibly proud to once again be partnering with an exceptional Irish client looking to make its mark in the UK. Thank you to Bord Bia for supporting this relationship.”
The full range launching into Morrisons includes Wholemeal Pasta with Minced Beef and Tomato Sauce, Chicken Curry with Brown Rice, Sweet Chilli Chicken & Whole Wheat Noodles, Chicken Pasta with Ham & Carbonara Style Sauce, Salt & Chilli Chicken with Chips & Curry Sauce and Cheeseburger Fries with Gherkins & Peppers.
Familiar favourites done properly
Fit Foods’ range is built around familiar favourites done properly. The Chicken Curry features a chip shop–style curry sauce that’s already a firm favourite across the UK & Ireland, while the Salt & Chilli Chicken, better known in Ireland as the legendary Spice Bag, was recently crowded Ireland’s unofficial national dish. The Spice Bag is available in takeaways the length and breadth of the country and is sure to take the UK by storm having already gained traction on social media.
Pier specialises in the food & beverage sector, with clients including Saputo Dairy UK, Fieldfare, Savencia Fromage & Dairy and Pilgrim’s Food Masters.
For more information on Pier visit www.pierweare.com.
For more information on DMC Foods visit dmcfoods.ie/ or fitfoodsforlife.com.
