Dee’s Eat Well, Be Happy ‘Real Meals’ to Launch in SuperValu and Centra PDF Print E-mail

Tuesday, 1st November 2011 (Source: Bullseye Food Marketing on behalf of Dee's Wholefoods)

Lucrative New Sales Agreement Leads to Jobs Growth and Ambitious 2012 Expansion Plan: One of Ireland’s most innovative food SMEs is set to launch its new range of wholesome ‘Real Meals’ at SuperValu and Centra outlets throughout the country.

Health food entrepreneur, Deirdre Collins, has announced that, from 6th November, Dee’s Thai Butternut Squash, Potato & Lentil Meal, Moroccan Chickpea & Potato Meal, and Tex-Mex Sweet Potato & Bean Chilli will be available at select stores in the Musgrave Group. The lucrative sales agreement, which was officially confirmed this week, means a huge boost for the growing West Cork-based wholefood business.

As a direct result of the deal, five new sales and production jobs will be created at the company. According to Deirdre Collins, who founded Dee’s Eat Well, Be Happy in 2008, SuperValu and Centra’s strong market presence provides an exciting growth opportunity for her business:

“Confirmation that SuperValu and Centra will be listing our ‘Real Meals’ across their supermarket and convenience store networks means an enormous step forward in terms of generating employment and progressing with our overall business development strategy. In fact, a conservative estimate of each store selling just one case of our meals per week would realise a retail sales value of €1m.

Over the coming weeks, we’ll begin recruitment of five extra staff who’ll work within the areas of production and sales administration. This is as a direct consequence of the new listings – we’re making immediate plans to increase production output and deal with the logistics of additional deliveries to SuperValu and Centra stores around the country.”

Having participated in Enterprise Ireland’s SuperValu Supplier Development Programme earlier this year, the UCC Food Science and Nutrition graduate was aware that retail buyers at SuperValu and Centra were considering listing her new range. However, participation in the training initiative did not guarantee a sales agreement. “During the year it was fantastic to take part in the SuperValu programme of workshops and individual mentoring. The initiative really offered a unique insight into what types of products and brand attributes buyers are currently looking for.

I’ve received brilliant feedback with regard to the healthy-eating aspect of my new ‘Real Meals’. The wholefood and meat-free sectors of the retail market are continuing to experience steady growth so I believe that, within both the home and export markets, there are still plenty of further sales opportunities – 2012 looks set to be another successful year of expansion and growth for Dee’s Eat Well, Be Happy!”

Since the beginning of October, Dee’s Thai Butternut Squash, Potato & Lentil Meal, Moroccan Chickpea & Potato Meal, and Tex-Mex Sweet Potato & Bean Chilli have also been available in select Tesco stores across Ireland. Dee’s Eat Well, Be Happy range of wholefood burgers are available throughout the country in the chilled grocery departments of over two hundred stores, including outlets of SuperValu, Centra, Superquinn, Dunnes Stores and Tesco, and at several other independent retailers. For more information and a full list of stockists, please see or view updates on our Facebook page at 

Contact: Deirdre Collins Tel: 085 803 0855 Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it / This e-mail address is being protected from spambots. You need JavaScript enabled to view it

For additional media information, please contact: Conor Hyde, Bullseye Food Marketing (021 4776644 or 087 6539676), or Karen Kelly, Bullseye Food Marketing (021 2431000 or 086 379 3031).

Notes to Editor: More About Dee’s Eat Well, Be Happy… We are the first company in Ireland to create an innovative range of fresh, organic, wholefood burgers. Our burgers are perfect for consumers who crave a healthy burger that is not full of artificial additives and animal fats.

Based in West Cork, we use only the very finest fresh vegetables, unrefined grains and seeds to create the most natural, nutritious, best-tasting wholefood burgers available anywhere. This is convenient healthy food you know you can trust! All our burgers have a high nutritional health value and are meat-free, wheat-free and gluten-free. They don’t contain any dairy, soy or eggs either! We don’t use salt in cooking so naturally, the salt content is very, very low. And, Dee’s Eat Well, Be Happy is approved by the Coeliac Society of Ireland.

In 2009, Deirdre Collins appeared on the very first season of RTÉ’s Dragons’ Den - she struck a business deal with Niall O’Farrell who has also played a mentoring role in recent years. Recent Business Developments: • Dee’s Eat Well, Be Happy is continuing to strengthen its market presence, both in Ireland and Britain. Within the last six months, UK sales and distribution agreements have been negotiated with The Health Store, Queenswood Foods and Rainbow Wholefoods. Just this month, it was also announced that a new distribution agreement with Independent Irish Health Foods, based in Ballyvourney, will see Dee’s organic wholefood dishes available at even more independent Irish health stores. In addition, the meat-free range is available in the chilled grocery departments of most of Ireland’s supermarket multiples, including Dunnes Stores, SuperValu, Centra and Superquinn. 

Dee’s Eat Well, Be Happy is also participating in a pilot business development programme that’s being operated by Bord Bia in partnership with the UCD Michael Smurfit Graduate Business School. As part of this project, during the remainder of 2011 and into 2012, the company will be putting a significant effort into further growing its UK market. Dee participated on the IEA's Channel Clusters programme in 2009 and 2010.