The Chef brand can be traced back to 1921 when Willwoods started making sauces and vinegar for the Irish market and since then has been a much loved favourite with Irish householders.

In particular, consumers identify with the Chef’s head, the blue packaging of Chef products and the unique taste profiles of the Chef recipes. Chef has a special place in the hearts of Irish consumers as it’s a brand, which consumers recognise from their childhood and as adults continue to enjoy with their own children.

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