Rosie & Jim secures major UK Deal with Morrisons, achieves nationwide distribution in Germany.
Rosie & Jim, the award-winning Irish breaded chicken brand, has secured major retail breakthroughs in both UK and German markets, with international sales expected to exceed €10m in 2025.
The family business has landed a significant supply deal with UK supermarket chain Morrisons. Its Chicken Fillet Burger and Crispy Shredded Chicken products have been available in the frozen sections of 410 and 89 Morrisons stores respectively since March.
“This is a transformational milestone for our business and for Irish food exports”
The company’s Garlic Chicken Kiev and Breaded Chicken Goujons will launch in the chilled category across up to 300 outlets this June.
German breakthrough
In Germany, Europe’s largest grocery market, Rosie & Jim has achieved unprecedented market penetration, becoming the only Irish gluten-free brand nationally listed across all food and drink categories, and the only Irish frozen product range available nationwide.
The brand has been stocked in Kaufland’s 800 hypermarkets, Germany’s third largest retailer, and in 220 Bünting supermarkets for more than five years. Germany’s second-largest retailer Rewe is now conducting a strategic test phase across 1,000 of their 3,800 supermarket stores.
Meanwhile, Germany’s top retailer Edeke has begun a pilot listing in an initial 100 supermarket stores, bringing the brand’s coverage to an impressive 2,000 stores nationwide and growing.
In addition to its expanding retail presence, Rosie & Jim has secured nationwide food service access in Germany via a supply chain partnership with Dewender Food Service, who are in discussions with some of the country’s largest regional and national distributors and foodservice chains.
“This is a transformational milestone for our business and for Irish food exports,” said Jimmy McLoughlin, Managing Director at Rosie & Jim.
“To be listed in the UK’s fourth largest supermarket chain and simultaneously expand into Germany’s top three retailers is a remarkable achievement for our Dublin-based family business. Our international growth reflects a clear shift in consumer demand for premium chicken products that deliver on both taste and quality.”
Founded by Jimmy and Rosie McLoughlin in 1997, the company is best known for its gluten-free breaded chicken products. Rosie & Jim, which employs over 80 people in Ireland, has enjoyed significant growth in recent years, building on its strong domestic base and longstanding six-year UK presence through Costco Wholesale.
Increased consumer demand for high-quality, clean-label products has created clear opportunities for expansion. The company has broken ground on a major, multi-million Euro expansion project at its factory in Dublin 12. The new facility, set for completion in 2027, will increase the footprint by 70%, triple production capacity, and grow its workforce beyond 100 staff.
Main image at top: Jimmy and Rosie McLoughlin
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