In this episode, Mairead Finnegan of Roll It Pastry shares her experience taking part in BrandBite, a dynamic initiative by the Art of Grate Food in collaboration with Blas na hÉireann, supported by Taste 4 Success Skillnet, designed to help Irish food producers refine and elevate their branding. Led by industry experts, BrandBite provides strategic guidance to help participants better communicate their story, values, and product appeal. Mairead talks about how the programme helped her unveil a fresh new look for RollIt Pastry—one that reflects the quality of her all-Irish butter pastry and connects more deeply with customers.
Best Possible Taste is Ireland’s longest-running food and drink podcast.
Roll It Pastry Unveils Fresh New Look Following BrandBite Training Programme
Press Release 24 September 2025, Kells, Co. Meath, Ireland — Roll It Pastry, the award-winning all-Irish butter pastry brand founded by Mairead Finnegan in 2013, has officially unveiled its vibrant new branding at Roll It HQ in Co. Meath. The rebrand marks a bold new chapter for the company, inspired by its participation in the inaugural BrandBite training programme, an initiative by The Art of Grate Food in association with Blas na hÉireann, and Taste 4 Success Skillnet, one of 70 Skillnet Business Networks nationwide.
BrandBite is a 15-week programme designed to help Irish food and drink producers build a strong, resonant brand that connects emotionally with customers. Through expert-led workshops and one-on-one training, participants learn how to refine their brand identity, strengthen market presence, and achieve sustainable growth.
Bridie Corrigan Matthews, Network Manager at Taste 4 Success Skillnet, said: “Roll It Pastry exemplifies the kind of entrepreneurial spirit and excellence we aim to support. It’s been a privilege to help bring this transformation to life.”
The unveiling event featured a delicious afternoon tea curated and served by master pastry chef Shane Smith, showcasing the various pastries in the Roll It product portfolio. It is the only handmade pastry range in Ireland, crafted using all-natural ingredients, including rich Irish butter, which gives Roll It Pastry its signature flavour and texture—setting it apart from mass-produced alternatives.
“This rebrand is more than a new look—it’s a reflection of our journey, our growth, and our passion for bringing exceptional pastry to Irish kitchens,” said founder Mairead Finnegan. “The BrandBite programme gave us the tools to rethink how we present ourselves, and I am extremely proud of the result.”
Roll It Pastry has earned widespread acclaim since its inception, with accolades including the Blas na hÉireann Chef’s Larder award, a gold at Blas na hÉireann for its gluten-free shortcrust pastry, and a prestigious nod from the Irish Food Writers’ Guild in 2024. The new branding reflects the company’s commitment to innovation while staying true to its roots in traditional Irish baking.
Annie Dunne of The Art of Grate Food commented: “The BrandBite programme is designed to empower food producers to tell their story with clarity and confidence. Roll It’s new branding is a perfect example of that vision in action, and I wish Mairead continued success.”
Roll It Pastry’s excellence has also been championed by nutrition coach Sophie Morris, who has featured the free-from-additives brand in her viral Instagram supermarket swaps videos and her recently published book Sophie’s Swaps, highlighting it as a smart and wholesome choice for home cooks seeking quality without compromise.
The afternoon tea at Roll It HQ brought together food lovers, industry leaders, and local supporters to celebrate the brand’s evolution and its continued dedication to quality, craft, and community.
For more information, stockist details and recipe inspiration, visit www.rollitpastry.com
