Tom Gannon and Niall McGrath, the former Richmond Marketing duo who put the Fulfil protein bar on the map, are rolling out Cali Cali, a new California-style, healthy food snack. Co-founding with TV chef Donal Skehan, Cali Cali will be officially launched at a pop-up in the brand’s financial partner Permanent TSB’s HQ on Dublin’s Grafton Street this weekend.
Skehan will be on hand to do cooking demos and meet passers-by.
Cali Cali snacks were inspired by the street food markets in Los Angeles. The snack offers consumers hot sauces and a healthy crisp range sold through supermarkets, convenience stores, petrol stations and health food stores nationwide. Cale Cali’s pack design was done in-house and the company does not plan to hire an ad or media buying agency for the time being.
McGrath was a finalist for Marketer of the Year for Fulfil in 2017.
Gannon quotes figures released by Nielsen which shows that Ireland’s snack market is growing three per cent annually. Crisps account for a €141 million share of the €450m savoury snacks market. Explaining the link-up with PTSB, he said the bank has been “the perfect fit” for Cali Cali and proved a willingness to think outside the box by hosting the pop-up launch.
The crisps retail for about €1.50 a pack and the sauces are €2.99 a bottle.
Pictured above are Cali Cali’s Niall McGrath and Tom Gannon
