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Ampersand is pleased to announce the addition of six new brands to its growing FMCG portfolio in the first half of 2025. From emerging wellness categories to trusted premium tobacco and innovative Irish snacking, these new partnerships reinforce Ampersand’s role as a dynamic, full-service distributor that brings both global innovation and Irish excellence to market.
What’s New in H1 2025
1. X-Booster – Caffeine Pouches
Launched in January, X-Booster is Ireland’s first caffeine pouch and a category-first for the market. Designed for busy professionals, students, fitness fans and gamers, X-Booster delivers a discreet, sugar-free energy boost without the need for coffee or sugary drinks. The range from Luna Corporate taps into the growing demand for functional formats and stimulant-free energy products that align with active lifestyles.
2. 77 – Premium Nicotine Pouches
Also from Luna and launched in January, 77 is a fast-growing global brand in the nicotine pouch category. Offering a tobacco-free, smokeless format with innovative flavours and a broad strength range, 77 was named Best Nicotine Pouch Innovation at InterTabac 2024. The brand arrives in Ireland with momentum, supported by a global F1 partnership with Valtteri Bottas and two signature flavour collaborations. With growing interest from vape users and consumers seeking premium alternatives, 77 is well-positioned for success in the Irish market.
3. Bob Snail – 100% Fruit Snacks
Launched in March, Bob Snail is a clean-label snack brand made from 100% fruit with no added sugar, preservatives, or gluten. With wide appeal among parents, schools, and health-conscious consumers, Bob Snail offers fun, naturally sweet snacking that’s ideal for lunchboxes and on-the-go consumption. Available in a variety of fun formats and flavours, Bob Snail has a successful track record in over 40 global markets and is now making its Irish debut through Ampersand.
4. & 5. Signature & Henri Wintermans – Machine-Made Cigars from STG UK
From May 1st, Ampersand has become the exclusive distributor for Scandinavian Tobacco Group UK’s well-established cigar brands: Signature and Henri Wintermans. Signature, which celebrated its 60th anniversary in the UK in 2023, is one of Europe’s best-known miniature cigars with a growing range that includes Original, Blue, Red Filter and the recently launched Action Mix—featuring peppermint and and a berry variant, soon to be launched in the Irish market.
Henri Wintermans Half Corona is the UK’s best-selling medium/large cigar and a seasonal favourite at Christmas and Father’s Day. With a heritage dating back to the 1800s, these trusted brands add further strength to Ampersand’s longstanding cigar expertise, supported by deep category knowledge and nationwide reach.
6. Cheese O’s – Irish Baked Cheese Snacks
Launching in June, Cheese O’s are a new Irish-made high-protein snack produced in Fermoy, Co. Cork from 100% pure cheddar cheese. Baked, seasoned, and packed with flavour, Cheese O’s are available in four varieties: Cheddar, Cheese & Onion, Pickled Onion, and Salt & Vinegar. With less fat than peanuts, under 120 calories per pack, and a long shelf life with no refrigeration needed, Cheese O’s meet the demand for convenient, better-for-you snacking that’s suitable for lunchboxes, low-carb diets, and on-the-go consumers. The brand will be available in both clip strips and shelf-ready packaging formats for strong in-store visibility.
A Portfolio Built for Retail Growth
These six new brands mark a period of accelerated innovation and diversification for Ampersand. Each partnership aligns with key consumer trends—functional wellness, health-conscious snacking, demand for higher-quality products, and convenient formats—while also reinforcing our heritage in premium cigars. Together, they reflect Ampersand’s long-standing strength in brand building, retail execution, and national distribution across both emerging and established categories.
Robert Fox, Managing Director of Ampersand, commented:
"We’re proud to welcome these exceptional brands to the Ampersand portfolio. Each one brings something different to the table—from innovation and international recognition to homegrown Irish quality. We remain committed to offering our retail partners best-in-class products backed by expert support and strong category insights."
As we move into the second half of 2025, Ampersand remains focused on results, driven by smart execution, expanding brand partnerships, and a portfolio aligned to the needs of Irish retailers and consumers.
