There is a noticeable shift under way in Ireland’s food and drink landscape, one that is less about occasion and more about everyday choices. It is playing out not in fine dining restaurants but in the small, everyday moments of life on the go. From functional snacks to sustainable hydration, convenience is being redefined by a new generation of Irish producers focused on nutrition, purpose and taste.
This shift is at the heart of the latest announcement from Maxol, which has revealed the 2026 winners of its Homegrown at Maxol programme, recognising three standout Irish brands that are responding to how people live, eat and shop.
Now in its third year, Homegrown at Maxol has quickly become a recognised platform for fantastic indigenous businesses looking to scale up, offering not just visibility but tangible opportunities and support, such as PR and marketing; access to nationwide retail distribution through the Maxol store network; mentorship and access to a Homegrown alumni network.
For a family-owned company that has been part of Irish communities for more than a century, Maxol has long traded on its local roots, but its latest cohort of Homegrown winners suggests a business tuned into evolving consumer habits, particularly the growing appetite for convenient and functional on-the-go options.
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According to Maxol’s chief executive, Brian Donaldson, this year’s Homegrown at Maxol entries revealed a distinct and interesting pattern. For the first time, there was a clear trend among applicants towards products designed for consumers with active lifestyles looking to make smarter choices. It is a shift that mirrors global trends but equally resonates in Ireland, where there is a growing focus on wellbeing and food options that support busy lives.
The three 2026 Homegrown at Maxol winners, Oatco, Well. Can’d Water, and Wondr Jellies capture this trend perfectly.
Oatco’s Super Bites, developed by Laura Murphy in Co Tyrone, are bite-sized snacks built around oats and other natural ingredients, designed to deliver sustained energy. Murphy, a working mother and entrepreneur has grown the brand alongside a community-oriented fitness initiative, the Oatco Run Club. Her timing has been fortuitous. Interest in functional snacks has surged in recent years, driven by consumers who want great-tasting options while also being part of a like-minded community.
Murphy has clearly developed something special and commercially viable, with the brand recently securing a €50,000 investment on Dragons’ Den, from investor Steven Bartlett who said her product was “absolutely banging”. The Maxol listing, meanwhile, offers something possibly more valuable: consistent, everyday nationwide visibility and marketing support.
Murphy, who was recently included on the Forbes 30 under 30 list says that winning Homegrown at Maxol marks a significant milestone for Oatco. “As a fast-growing start up, the backing of an established retail partner provides us with a platform to scale, increase visibility, and reach more consumers in on-the-go environments across Ireland,” she says. “It’s a strong validation of the opportunity ahead as we continue to build Oatco into a leading natural energy brand.”
Well. Can’d Water, this year’s second Homegrown at Maxol winner, addresses another growing consumer concern: environmental impact. Founded during the Covid period by Mark and Conor Ralph alongside 2024 League of Ireland champion John O’Sullivan, the company is Ireland’s first canned water brand. Its premise is simple but effective: replace single-use plastic bottles with fully recyclable aluminium cans.
Sourced from the Dublin Mountains and packaged in Ireland, the product taps into a rising awareness around plastic waste and the carbon footprint of everyday consumption. Well. Can’d Water’s proposition and growing success suggest that there is nothing that can’t be reimagined through the lens of sustainability. The convenience of a grab-and-go format is paired with an ethos that resonates with environmentally conscious consumers. Conor Ralph sees the brand’s Homegrown at Maxol win as a pivotal moment. “Our mission is to shift the reliance on single-use plastics with our infinitely recyclable aluminium cans, and this partnership provides the national visibility and retail footprint we need to make sustainable hydration accessible to every Irish consumer on the go,” Conor says. “It’s a massive step forward in our journey to scale our business and lead meaningful change.”
The third winner, Wondr Jellies, ventures into territory that has historically resisted change: confectionery. Developed by ex-League of Ireland footballer Mark Birrane, alongside Michael Fox, the brand offers low-sugar, high-protein and high-fibre jelly sweets aimed at those who want their treats but are also keen to make better choices.
Fitness communities – particularly those involved in high-intensity training trends such as Hyrox – have embraced the product, which fits into their disciplined routines. And there’s a real honesty about the product that wants to deliver moments of indulgence, without the guilt; but the team behind the brand understands that no amount of health messaging can compensate for a below-par taste experience.
“Being selected by Maxol is a major boost for Wondr Jellies,” says Birrane. “As a start-up, breaking into retail and building awareness is extremely challenging, especially when competing with large, established brands. Homegrown will give us a real opportunity to accelerate our growth – increasing distribution, driving brand awareness and growing sales, with the support of their fantastic team. We’re really excited to be partnering with Maxol and about what we can achieve together.”
Together, the three winners exemplify today’s consumer priorities: quality, sustainability, taste and balance. They also highlight the connection between food and lifestyle, because people are no longer just buying products, they’re buying into brands that reflect their values and their way of living.
Small producers have to work harder to differentiate themselves, often relying on storytelling and connection as much as on the intrinsic qualities of their products. Initiatives like Homegrown at Maxol provide a valuable platform, but they also underscore the competitive pressures facing emerging brands.
Ireland’s food and drink sector has long been characterised by quality and innovation, yet scaling up remains a persistent challenge. Distribution, in particular, can be a barrier to success. So securing shelf space in a national retail network is not just a logistical achievement but a signal of quality and credibility, potentially opening doors to further opportunities both at home and abroad.
Donaldson speaks of the importance of timing and grabbing that one opportunity that will help a small producer reach the next level. “Success is rarely achieved overnight,” he says. “It’s built incrementally through hard work, a measure of luck, and being ready when the right moment arrives. For the 2026 Homegrown at Maxol winners, that moment is now. We’ve created a platform for these talented and ambitious producers to take the next step and are looking forward to seeing how their brands flourish.
“Once again, the Homegrown at Maxol programme has revealed the depth of passion and creativity within Ireland’s food and drink sector. This year’s winners have developed distinctive, high-quality products that we know will appeal to today’s convenience-led shoppers, who expect more from their snacks and on-the-go choices.”
The winning products are now available in selected Maxol stores across the State. Donaldson says that for customers, Homegrown at Maxol offers a chance to sample a new wave of Irish innovation and enjoy Irish-made products that reflect changing tastes, lifestyles and priorities. For the producers, it marks the beginning of a new phase, one that will broaden the appeal of their products, helping to redefine what success can mean.
For more information, visit maxol.ie/homegrown.
