Bord na Mona UK has added a new category to its established portfolio of peat-free and peat-reduced composts and fertilisers with the launch of a winter fuels and ignition range under the Firemagic brand. 

Trialled last season with the eco-friendly Firemagic Firemaker, the full Firemagic range now comprises fourteen fuel and ignition products and claims to be the most comprehensive and best supported winter fuels offer in the garden retail market.

Positioned as a convenience-led range, the emphasis is on a quick and easy pick up solution for consumers looking for real fire romance and aesthetics, a cosy night in or a focal point for entertaining.

To ensure that the offer is 100% viable for retailers, both from a buy-in and a sell-through perspective, the Firemagic range also features eco-friendly products for real fires and stoves and traditional fuel products like housecoal and smokeless to cover the last minute or distress purchase.

“Firemagic represents a real opportunity for garden centres to add a well researched, properly structured range to their winter offer," said Maryanne Stokes, national accounts manager for Bord na Mona UK.  "Firemagic is fully merchandised and supported and has the benefit of a recognisable brand, which we will promote to consumers.   

“This combination is a first for the fuels sector and will ensure that Firemagic turns fuels from add-on products into a fully-fledged new category, providing an additional income stream to boost the traditionally less profitable months between Christmas and spring. 

"80% of convenience fuel sales are between October and March and, properly presented, the convenience fuels market covers both aspirational and distress purchase, exactly what Firemagic offers.  With the general move back to solid fuel use across the country, the exponential rise in the use of stoves and the availability of eco-friendly fuel solutions, we believe the launch of Firemagic is perfect timing."