Dr. Oetker Stories
Made with “Grá” – Dr. Oetker in Ireland
Grá - the Gaelic word for love or passion - perfectly captures the spirit with which 14 colleagues in Dublin run Dr. Oetker’s Irish business. For 20 years, their dedication has been driving the company’s success. How do they do it?
18.8.2026 • Company and Culture
Ireland is a relatively small country with a population of about five million - located on the western edge of Europe. And yet today it is one of the region’s most dynamic economies and an attractive location for global corporations such as Google and Apple. Economically, Ireland is now among Europe’s top performers.
From Market Entry to Success Story in Ireland
For 20 years, the local subsidiary and its key performance indicators have shown impressive growth It all began in 2006 with the opening of an office in Dublin. The goal was to establish the Dr. Oetker brand – which was still largely unknown in Ireland at the time – on supermarket shelves and among consumers.
Keith Farrell, Country Manager for Dr. Oetker Ireland, emphasizes that this success was not a solo effort: “We greatly appreciate that Dr. Oetker’s global brand values and long-term vision support us in every way.”
Just three years later, Dr. Oetker Ireland took direct responsibility for the cake business and has been a market leader ever since in both the frozen and ambient segments.
John Brassington Managing Director Dr. Oetker UK & Ireland
“Dr. Oetker Ireland has grown steadily over the past 20 years. Today, our brands are found throughout the country - especially in people’s pantries and freezers. This is thanks to the tremendous dedication and expertise of our Irish colleagues.”
Two-Brand Strategy at Dr. Oetker Ireland
Among the first products to hit the shelves were the well-known Bistro brand and the mini-pizza brand Pizzini’s. Gino Ginelli, a product from the Unilever brand portfolio, was quickly replaced on store shelves by Ristorante and established itself as one of the leading brands.
With the acquisition of Schwan in the late 2000s, the two-brand strategy emerged: In addition to Ristorante, Chicago Town Takeaway and Deep Dish were also further developed. As a result, the market share was significantly expanded in a short period of time.
Suprema is well-received
Alongside the well-established Ristorante and Chicago Town brands, Suprema has also become a popular choice among Irish consumers. The brand stands out for its generous toppings, fresh taste and authentic pizzeria-style experience. One consumer calling it “the best supermarket pizza I’ve ever had,” while another commented: “We eat it every Friday night now. It tastes just like it came from a stone-baked oven.”
The Irish Market has its own dynamic
Ireland is a strategically important market for Dr. Oetker, with its own identity and a highly competitive environment. Despite increasing price pressure and growing competition from private-label brands, Dr. Oetker is holding its own thanks to strong retail partnerships, flexible supply chains, and a combination of brand strength, innovation, and competitiveness.
Strong Performance in Marketing, Sales, and PR
When it comes to pizza and baking, Dr. Oetker Ireland relies on a strong network of influencers - especially for product launches. The Irish team also has a strong presence on TikTok, Instagram, and Facebook, reaching approximately 2.6 million users per month on each platform.
The baking product line - including Taylor & Colledge (a specialist in vanilla products) - is aimed at a modern target audience that enjoys drawing inspiration from around the world, according to Kaylee Norris (left) and Shanelle Halpin (right). This fits well with life in Ireland and meets consumers’ tastes and expectations.
For the past three years, Dr. Oetker Ireland has also been working alongside “Breast Cancer Ireland” to fight breast cancer. The “Great Pink Bake Off” fundraising campaign was named the best consumer PR campaign at the “Excellence in Public Relations Awards .”
Voices from Ireland
Leon Tauro, Demand Planner
“Being part of the Irish supply chain team is a great experience. It’s a dynamic environment - characterized by strong teamwork, open communication, and a clear sense that we’re all working together toward the same goals.”
Kaylee Norris, Assistant Brand Manager
“As a marketer, it’s special to work for a family-owned company that truly thinks about its brand in the long term. You have a lot of responsibility here - after all, the family name is on every product.”
A Strong Partnership
Cross-border collaboration and strong local teams: In Ireland, the two come together. Dr. Oetker colleagues in Leeds, UK, support the Irish team in key functions such as Finance, HR, IT, and Supply Chain, while the momentum in the market is driven primarily by the local team. Despite challenges such as Brexit, the team works flexibly and focuses on finding solutions.
For more information please contact:
Thierry Krauser
Media Spokesperson Finance / Countries