HIRO by Roisin

HIRO by Roisin

Owners: Roisin Hogan and Paddy Callaghan

HIRO is a chilled convenience product that is nutritious and delicious. There is no similar product available on Irish supermarket shelves. HIRO’s chilled meals have fewer than 250 calories, don’t contain any carbohydrates and are low in sugar and fat.

Roisin says: “When I started the Food Works Programme, I had a great product, a terrible brand name and some awful branding.” The Food Works process helped her transform the brand name and image, she says, while the critical focus-group analysis and marketing-team insights were key to developing her product’s new, polished look and feel.

Roisin found the trips to other markets, which are an integral part of the Programme, very inspirational. “The excursions with Food Works helped me to develop a clear brand and packaging concept. These trips also exposed us to food trends and helped us choose our strongest products to launch first.”

Taking part in the Food Works Programme delivered some impressive results for HIRO:

  • HIRO wasn’t stocked anywhere at the start of the Food Works Programme. Some 18 months later, it was in 200 shops nationwide.
  • Roisin has built a wide and varied network of fellow food entrepreneurs and she has developed strong connections with representatives from Bord Bia, Teagasc and Enterprise Ireland.
  • When it was just eight months in business, HIRO won the Sial D’Or Irish winner award for 2016 and is in the running to compete in the final .

Roisin’s standout moment in the Food Works Programme was being chosen to go through to the programme’s second stage . “This was a great moment as it gave me confidence in myself and the product. I also loved the market-research trip to London where I took massive inspiration around branding and flavours,” she says.