Black Box Donuts products to hit supermarket shelves in Republic of Ireland

Pictured (L-R) are John McKibben, Southern Regional Manager, Invest NI; Darren McKibbin, Managing Director, Black Box Donuts; Darren Fenton, Director, Black Box Donuts; Tracy McAvoy, Client Executive, Invest NI 

Newcastle donut brand Black Box Donuts has launched its award-winning products in over 60 SuperValu and Centra stores across the Republic of Ireland, in a contract worth £700k per year.

The new trade deal, which is the company’s first significant contract in RoI, marks a major milestone for the fast-growing brand, which has earned a cult following for its rich, indulgent flavours and distinctive black packaging.

Darren McKibbin, Director of Black Box Donuts, said: “This is a huge step forward for our brand, and we’re delighted to share our award-winning gourmet donuts with a whole new audience. Over the last few years we have rapidly scaled our business, with support from Invest Northern Ireland enabling us to grow our workforce, increase digitalisation and innovate.

“We’ve always believed in delivering quality without compromise, and the opportunity to partner with SuperValu and Centra — two of Ireland’s most trusted names in retail — is a testament to how far we’ve come.”

Beginning in 2020 in a state-of-the-art bakery on Newcastle Promenade, the company's handmade donuts quickly rose to popularity. Support from Invest NI enabled Black Box to quickly triple its workforce to grow its team of bakers and delivery drivers, as well as providing core functions such as marketing, operations and business development.

John McKibben, Southern Regional Manager at Invest NI, said: “We’re delighted to have supported Black Box Donuts to scale its business and expand its presence into the Republic of Ireland. As well as helping the company grow its workforce, we’ve supported its digital transformation journey, enabling it to utilise the latest bakery management software to boost productivity and increase sales. We’ve also recently provided market research, innovation support, and assisted the business to achieve the SALSA food safety standard. 

“Invest NI's regional office network is here to support entrepreneurs, start-ups and existing businesses that want to innovate and sell their products outside Northern Ireland. Dual market access means there has never been a better time for businesses to take that first step, and I encourage anyone thinking of beginning their export journey or looking to scale to get in touch.”  

Black Box Donuts has recently worked with The College of Agriculture, Food and Rural Enterprise (CAFRE) to extend the shelf life of its products through a £5000 innovation voucher from Invest NI, funded by UK Government. The project explored freezing the company's freshly made donuts, enabling them to be transported further and in larger quantities.

Darren McKibbin said: “Relying on fewer and larger deliveries will support decarbonisation and ensure that our luxury donuts arrive fresh into store each week ready for our customers to enjoy, whether they are based in Northern Ireland, the South, or in Great Britain.”

The company’s launch into SuperValu and Centra in the South of Ireland will feature a selection of its best-selling flavours, including Biscoff, Bueno, Kinder and Oreo.