Food NI member Noisy Nuts, the producer of a unique range of flavoured craft beer inspired peanuts, has won business with German discounter Lidl Ireland through its innovative Kick Start scheme to assist smaller food and drink producers on the island of Ireland.
Based at Ballygowan in county Down, Noisy Nuts is supplying three products – Pickled Onion, Chilli and Lime and Chilli Beef – to Lidl for around 100 stores in the Republic of Ireland and Northern Ireland in the hope that these will lead to longer-term business with the top discounter.
Noisy Nuts have been developed by founder Noel Allen, a former marketing manager of Boost Drinks NI, as an artisan peanut kit with flavoured seasonings that pair perfectly with craft beer types.
The unique flavourings help to elevate craft beer characteristics, note and flavour palates within the beers – while the open yourself sachets of flavouring offer a fun tactile experience.
Mr Allen, commenting on the deal with Lidl, says. “This is a tremendous business opportunity for us. It’s our first sales to a major supermarket chain and follows our selection by Lidl Ireland to take part in the Kick Start mentoring scheme for smaller food companies.
“I appreciate greatly the support from Lidl and will be working closely with the team there to ensure the listing of three products is a success. I want to see Lidl become a long-term customer and to grow the business to other markets in which the retailer is operating.
“I have always been passionate about creating my own brand. With 400 different craft beer breweries in the UK alone and more than 3,500 different craft beer products on sale I knew there was an opportunity to produce a complimentary interesting snack for this buoyant and increasingly growing market. Craft beer drinkers are all about taste and we’re giving them a product that will enhance their drinking experience,” he says.
The product itself has been designed to offer the choice in how to season the peanuts. Consumers can pour the whole packaging of seasoning in and shake the pot giving a strong flavour.