Irish start-up Fulfil Nutrition has expanded its protein bar offer with the launch of a range of smaller 40g bars and two new flavours: chocolate salted caramel, and chocolate hazelnut whip.
The new line has been developed following “extensive category research” into the choices consumers make between functional snacks and traditional confectionery lines.
With the creation of a 40g bar – which complements the original 55g offering aimed at a more traditional protein consumer – Fulfil is aiming to appeal to a wider range of shoppers who are actively seeking tasty, healthier snacks, but not necessarily a larger, more filling version.
Brian O’Sullivan, chief executive at Fulfil Nutrition, said: “It has been overwhelming to see the response we have had in the UK, both from retailers and consumers. With increasing demand for more flavours and options, we are committed to creating bars with benefits which have all the advantages of high protein and low sugar, but with the great taste of traditional sweet treats.
“Fulfil’s target consumer is a health-conscious, on-the-go person who is looking for a healthier snack without sacrificing taste; the new range with the benefit of 15g of protein, less than 2g of sugar and nine vitamins, makes Fulfil a perfectly convenient and tasty, better-for-you snack.”
He added: “We’ve learned that the needs of consumers are not all the same and we want to ensure Fulfil can fit into everyone’s day – whether they’re snacking on-the-go or training for a sporting event. Fulfil is a tasty, functional bar which meets the needs of modern-day consumers.”
The new 40g bar will be available in four flavours, including the newly launched chocolate salted caramel and chocolate hazelnut whip, as well as triple chocolate deluxe and chocolate orange. Each bar retails for between £1.89 and £1.99.
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