Limerick hurler and sister sign €1m business deal

SIBLINGS Kylie and Limerick hurling star William O’Donoghue have signed a €1m deal with ALDI.

The retailer announced this Friday that it is extending its partnership with the Limerick-based Femfuel, founded by the brother and sister in 2018.

FemFuelz specialise in female-specific nutritional and protein supplements with each product formulated to meet the nutritional needs of the female body.

Speaking about the milestone contract, Kylie and five-time All-Ireland winner William O’Donoghue said: “We are thrilled to continue our journey with ALDI through this significant contract. Our goal with FemFuelz is to empower women with nutritional products that support their overall health and wellness.” 

They said they are deeply grateful for the Grow with ALDI programme and to the ALDI buying team who have “always supported our vision”. 

“It’s worth saying that applications for Grow with ALDI 2025 are open now and will remain so until January 31. We can’t recommend the programme enough,” said Kylie and Will.

The pair applied for the Grow with ALDI programme in 2023 and to date have secured contracts exceeding €1.6 million with ALDI. This new agreement from ALDI ensures their products will continue to be available in all 163 ALDI stores nationwide throughout the year providing unprecedented retail access for Irish customers and brand fans.

Their unique blends include Gut Balance, Super Greens, Pre-workout, Whey Protein and Vegan Protein, all of which retail for €16.49 and come in exclusive flavours only stocked in ALDI. 

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This investment by ALDI marks a significant milestone for the female-focused nutritional brand and reaffirms the company’s commitment to supporting Irish producers and product innovation. 

This contract will see FemFuelz launch multiple Specialbuy drops in ALDI stores throughout 2025. The new contract will allow FemFuelz further develop new products and flavours while permitting team expansion, supporting the company’s growth ambitions.

Rachael O’Connor, ALDI Ireland buying director (pictured below), commented: “FemFuelz exemplifies the boldness and innovation we seek in our Grow with ALDI participants. This contract not only highlights ALDI’s commitment to supporting Irish businesses but demonstrates the opportunities the Grow with ALDI programme can provide. 

“We are proud to provide our customers with access to top-quality, locally produced products at unbeatable prices. We are invested in the success of small Irish businesses and are delighted to welcome FemFuelz back to 163 stores nationwide for 2025.”

Grow with ALDI is a unique platform for small and medium-sized Irish businesses to highlight their products through which ALDI provides mentorship and guidance to budding Irish producers. Entries for Grow with ALDI are open until January 31.