Following a nationwide search for Ireland’s most exciting and innovative food and drink products, Maxol today revealed the three fantastic Irish producers who have been selected as 2026 Homegrown at Maxol winners.
Now in its third year, Homegrown at Maxol was created to shine a light on Ireland’s world-class homegrown food and drink industry.
As part of the programme, the winning indigenous businesses will benefit from tangible support including PR and marketing, access to nationwide retail distribution through the Maxol store network, mentorship and access to a Homegrown alumni network.
As a fourth-generation family-owned Irish business, Maxol continues to champion local producers who are building distinctive and ambitious brands despite the challenges facing the sector. From this year’s entries, the judges selected three stand-out products that reflect the growing demand for superior on-the-go offerings. Brian Donaldson, CEO of The Maxol Group noted that for the first time, there was a clear trend in submissions from small producers creating convenient options tailored to consumers with active lifestyles, looking to make smarter choices.
Super Bites by Oatco
Super Bites were created to deliver natural energy that fuels today’s fast-moving consumers. Made from real, wholesome ingredients, each bite provides steady energy, a source of fibre, and a satisfying taste experience. Produced in Co. Tyrone, the brand was founded by Laura Murphy, a busy working mum and entrepreneur who has been growing the brand while building a strong community around health and fitness through the Oatco Run Club.
Oatco is celebrating on the double, having recently secured €50,000 investment on Dragons’ Den from Steven Bartlett, supporting the brand’s plans to expand distribution across Ireland, a goal that will be accelerated by the Homegrown at Maxol win. Hugely entrepreneurial, Laura was recently announced on the Forbes 30 under 30 list where candidates were evaluated on a range of factors including social impact, scale, inventiveness and potential.
Well. Can’d Water
100% Irish owned and operated, Well. Can’d Water is Ireland’s first canned water brand, created during the Covid period by three friends who saw an opportunity to offer a more sustainable alternative to single-use plastic bottles. Offering natural mineral water sourced from the Dublin Mountains, it features low levels of sodium and even lower levels of nitrates, offering a refreshing blend of minerals.
The still water is sourced and canned in Ireland in fully recyclable aluminium cans, combining convenience with an environmentally conscious approach to everyday hydration. Well. Can’d Water was co-founded by Mark and Conor Ralph alongside 2024 League of Ireland champion John O’Sullivan.
WONDR Jellies
WONDR Jellies are low-sugar, high-protein and high fibre jelly sweets developed to offer a lower calorie option in the confectionery aisle. Founded by ex-League of Ireland footballer Mark Birrane and former business development director of Fulfil Michael Fox, the brand is gaining popularity among fitness communities, including the growing Hyrox audience.
WONDR Jellies aim to bring innovation to this popular category, and the brand was created for consumers looking to enjoy sweets with reduced sugar and more benefits.
Passion
Speaking about the 2026 winners, Brian Donaldson said: “Once again, the Homegrown at Maxol programme has uncovered an incredible level of passion and creativity within Ireland’s food and drinks sector. The three winners have created distinctive products designed for today’s convenience-led shoppers who want more from their snacks and on-the-go options. These brands fit naturally within Maxol’s convenience-focused offering, and together with our retailers we’ll be working hard to support them as they take the next step in their business journey.
“At Maxol, we believe that sometimes it takes just one opportunity to help a small producer reach the next level. Through Homegrown at Maxol, we support emerging Irish brands with a range of initiatives including access to our experienced retailers and Homegrown alumni network for collaboration and shared learning. Crucially, we also provide a platform for these outstanding products to feature on shelves across our nationwide store network. By creating these opportunities, we aim to help more Irish producers scale their businesses and reach new customers.”
From today, the winning products will begin rolling out across selected Maxol stores in the Republic of Ireland, giving customers the opportunity to discover a new wave of Irish food and drink brands. Maxol is also getting behind a series of summer events where Oatco, Well. Can’d Water and WONDR Jellies will be showcased to new audiences.
Maxol is Ireland’s leading family-owned forecourt and convenience retailer, operating in Irish communities for more than 106 years.
More details on www.maxol.ie/homegrown