The quality approved Irish meat range will be available across BWG’s nationwide retail network of over 1,000 independent local stores.
BWG Foods estimated that Inishella will generate over €10 million in retail sales annually.
Simon Marriott, chief operations officer, BWG Foods, commented, “Introducing the Inishella range is an exciting development for BWG Foods.
"Giving the Irish consumer choice is important to us, and this wide selection of quality approved Irish meat products available in SPAR, EUROSPAR, MACE, LONDIS and XL does just that."
The food retail and wholesale company highlighted that Inishella comes from the Irish ‘Inis Eile’, meaning ‘another island’, and is born of a promise to provide the highest quality Irish meats to enjoy at home.
The Inishella offering features a wide variety of beef, chicken, pork, bacon and lamb products, including premium steaks, roasts, and breakfast meats.
All Inishella product trays and labels are fully recyclable, BWG added.
Inishella Brand Ambassador
As Inishella brand ambassador, Keenan will be the face of the range in advertising across traditional and social channels.
Marriott said that as "an integral part of the Ireland Rugby team preparing for the Rugby World Cup, Keenan is building towards something special."
Speaking at the unveiling of the new range, Keenan, added, “As a rugby player, food is fuel, and I try to eat well to aid my performances and recovery.
"I’m delighted to work with BWG Foods to launch Inishella, an exciting new brand that offers customers a wide variety of quality Irish meat products that are Bord Bia approved and fully traceable from farm to fork, giving customers confidence in their selection.”
All Inishella product trays and labels are fully recyclable, the group added.