Aldi Ireland has agreed a new €9m deal with NutriQuick in Blessington to supply the retailer’s 149 Irish stores with its fitness ready meals.
The new contract will see a 20% increase in the volume NutriQuick supplies Aldi annually.
NutriQuick said it will now be hiring up to nine new staff, raising employment to 50 people. NutriQuick has been an Aldi supplier since 2019.
The company said that as a result of its Aldi contract it has been able to invest in expanding its production facility and upgrading its packing and cooking lines with new equipment.
John Curtin, Aldi group buying director, commented: “NutriQuick’s delicious and nutritious fitness meals have proved a massive hit with Aldi’s customers across the board, and we’re delighted to announce this new contract.”
In Association with
NutriQuick managing director Dean Siney stated: “Working with Aldi has been instrumental in our success as a business. It has always been our mission to bring our high quality, tasty and nutritionally balanced ready meals to as many shoppers as possible.”
How Nutriquick evolved
Siney (32) says his interest in making nutritious food emerged during his time as a GAA player. “I played at an inter-county level for Wicklow. I became heavily involved in the strength and conditioning, and that snowballed into body-building. That’s when I really focused on the nutrition side of things,” he recalls,”
There was some food heritage in the family too - Siney’s late grandfather John Downey ran a well-known organic butcher shop in Terenure, Dublin, for almost forty years.
Siney’s product development commenced in his mother’s kitchen, which led to the rental of a 1,500 sq. ft catering kitchen, before expansion to the current 12,000 sq. ft manufacturing facility.
To find out about food and nutrition, Siney undertook an online course. When NutriQuick came to market in 2016, the business model was direct, with the business selling into gyms and clubhouses.
The founder raised his ambition by participating in SuperValu’s Food Academy programme, which mentors food product producers who want to be stocked on supermarket shelves.
The Food Academy process involved group meetings, presentations, and demonstration days with product tastings. SuperValu subsequently listed Nutriquick, and the range was also picked up by Aldi and Spar.
Outside investment
In September 2019, Siney sourced outside investment of €120,000, including €5,000 from Dublin footballer Philly McMahon. The main investor was a company associated with retail distributor SWF Distribution, which invested €100,000 for 40 shares in Nutriquick Ireland.
Tom Gannon, one of the founders of the Cali Cali brand, was also allotted shares, paying €20 for his 20 shares, and becoming a director.
According to Siney: ‘’We got so far, but then we realised we required more volume. We secured the listing with Aldi in 2019, and I knew that I couldn’t do everything myself for much longer.
“I looked for outside funding, and Tom Gannon was the first investor. Our brands have similar selling proposition, so there was an opportunity to collaborate. Resources and expertise were our primary goal, though we needed some working capital as well.”
Nutriquick products fall into three main categories: traditional, burrito bowls, and vegan. “Our bullseye consumer is a busy professional in their early 20s to late 40s,” says Siney.
“Though we started out in the health and fitness niche, there is a much bigger market out there. People have educated themselves about health and nutrition in recent years, and convenience has always been king.”
Photo: Dean Siney (right) with Tom Gannon (left) and Billy Carr, Buying Director at Aldi Ireland. (Pic: Jeff Harvey)
