Convenience-led products from Oatco, Well. Can’d Water and WONDR Jellies secure nationwide retail support.
Three Irish food and drink producers have been named winners of the 2026 Homegrown at Maxol programme, securing access to nationwide distribution, marketing support and mentorship through the Irish family-owned forecourt and convenience retailer.
The winners, announced on 5 May following a nationwide search, are Oatco, Well. Can’d Water and WONDR Jellies. Each will see their products roll out across selected Maxol stores in the Republic of Ireland from today, with further exposure planned through summer promotional events.
“At Maxol, we believe that sometimes it takes just one opportunity to help a small producer reach the next level”
Now in its third year, Homegrown at Maxol was established to support emerging Irish producers by providing practical, commercial backing. The programme includes PR and marketing support, access to Maxol’s store network, mentoring from experienced retailers and participation in a Homegrown alumni network.
Feeding active lifestyles
According to Maxol, this year’s judging process highlighted a growing focus among small Irish producers on convenient, on-the-go products designed for active lifestyles.
Brian Donaldson, CEO of The Maxol Group, said the quality and ambition of submissions continued to stand out.
“Once again, the Homegrown at Maxol programme has uncovered an incredible level of passion and creativity within Ireland’s food and drinks sector,” Donaldson said. “The three winners have created distinctive products designed for today’s convenience-led shoppers who want more from their snacks and on-the-go options.
“These brands fit naturally within Maxol’s convenience-focused offering, and together with our retailers we will be working hard to support them as they take the next step in their business journey.”
One of the winners, Super Bites by Oatco, was founded by Laura Murphy and is produced in Co. Tyrone. The bite-sized snacks are made from natural ingredients and are positioned as a source of steady energy and fibre.
Murphy has grown the brand alongside a health and fitness community centred on the Oatco Run Club. The Homegrown award follows a recent €50,000 investment secured by Oatco on Dragons’ Den from Steven Bartlett, supporting plans to expand distribution across Ireland. Murphy was also recently named on the Forbes 30 Under 30 list.
Well. Can’d Water, Ireland’s first canned water brand, is 100% Irish owned and operated. The business was launched during the Covid period by friends Mark and Conor Ralph, alongside League of Ireland footballer John O’Sullivan.
Its still mineral water is sourced from the Dublin Mountains and packaged in fully recyclable aluminium cans. The company positions itself as a convenient and environmentally conscious alternative to single-use plastic bottles.
The third winner, WONDR Jellies, produces low-sugar, high-protein and high-fibre jelly sweets aimed at consumers seeking lower-calorie confectionery options.
The brand was founded by former League of Ireland footballer Mark Birrane and Michael Fox, previously a business development director at Fulfil. WONDR Jellies have gained traction within fitness communities, including the growing Hyrox audience, and aim to introduce functional benefits to a familiar category.
Donaldson said the programme is designed to help producers move from early traction to national scale. “At Maxol, we believe that sometimes it takes just one opportunity to help a small producer reach the next level,” he said. “By creating these opportunities, we aim to help more Irish producers scale their businesses and reach new customers.”
Founded more than a century ago, Maxol operates across Irish communities as a fourth-generation family-owned business. The retailer said backing Irish suppliers remains a core part of its strategy.
The Homegrown at Maxol winners were announced at an event attended by the founders of the three brands alongside Donaldson, marking the latest chapter in Maxol’s ongoing support for Ireland’s domestic food and drink sector.
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