Truly Irish continues to target the nation’s breakfast table.

It is launching a Truly Irish breakfast granola to add to its quality rashers, sausages and butter. Two thousand packs sold at the Ploughing and the granola will shortly be in shops. An individual portion pack is next for the hotel buffet breakfast sector.

The Limerick firm is also selling into the UK – but not via the traditional supermarkets. Its food range is on sale on Ocado, the online supermarket, which has no retail outlets but £800m in turnover. UK families can order their groceries on their laptops or mobile phones (www.ocado.com) and have them delivered to the door.

Truly Irish commercial director Joe O’Connor told me the food company had €50,000 in online sales in 2014 and expected about €175,000 in 2015. “Bord Bia has built up a remarkable relationship with Ocado. About 15 Irish food companies now sell through the website. The Irish shop is the second busiest after the French shop.”