BWG Foods announced a new two-year contract with Ireland, Leinster Rugby, and British & Irish Lions star Hugo Keenan for premium meat brand ‘Inishella’
BWG Foods, one of Ireland’s leading food retail and wholesale companies, has renewed its partnership with Ireland, Leinster Rugby, and British & Irish Lions star Hugo Keenan, announcing a new two-year contract extension as ambassador for Inishella, BWG’s exclusive range of fresh, high-protein, low-fat Irish meats.
Inishella: Irish heritage, cutting-edge quality
Originally launched in 2023, Inishella comes from the Irish ‘Inis Eile’, meaning ‘another island’, and combines a longstanding heritage in the craft of butchery with cutting edge ideas to deliver flavourful, high-quality food. The range features a wide selection of Bord Bia-approved beef, chicken, lamb, pork, bacon, turkey and breakfast meats.
Traceability, sustainability, and nationwide availability
All Inishella products are fully traceable from farm to fork, with packaging and labels that are 100% recyclable, reflecting BWG Foods’ commitment to quality, sustainability, and local sourcing. The full range is available across BWG’s nationwide network of SPAR, EUROSPAR, MACE, LONDIS and XL stores, and is proving increasingly popular with customers. Sales of Inishella products in 2025 were up 17% year-on-year.
Speaking as his extended brand ambassador role for Inishella was announced, Keenan said,
“Nutrition is such an important part of performance, recovery, and everyday health. I’m delighted to continue my partnership with BWG Foods and Inishella, a brand that shares my values of quality and trust. With Inishella, customers can enjoy Irish-sourced meats that are high in protein, full of flavour, and fully traceable from farm to fork.”
Simon Marriott, Chief Retail and Commercial Officer, BWG Foods said,
“We’re thrilled to extend our partnership with Hugo Keenan, whose dedication and integrity mirror what Inishella stands for. The brand has grown strongly since launch, and as we introduce the products into more and more community stores across the BWG network we’re offering customers even more choice and quality in 2026.”
For more information on the Inishella range visit your local participating SPAR, EUROSPAR, MACE, LONDIS or XL store.
