Fulfil bars range

Irish protein bar lands sweet deal in 387 WHSmith travel stores

April 21, 2017, 11:28 am

FULFIL, a bar which uniquely combines vitamins and protein is now available in 387 WHSmith travel stores nationwide, thanks to the brand’s UK appointed distributor, Red Star Beverages.

Fulfil bar chocolate caramel
Fulfil bar chocolate caramel

Containing 100% of an adult’s recommended daily allowance of nine vitamins, with 20g of protein and low sugar, Fulfil is the brain child of Irish entrepreneurs, Niall McGrath and Tom Gannon.

Commenting on the brand, McGrath, described Fulfil’s target consumer as a “health-conscious, on-the-go person who is looking for low sugar, low calorie snacks without sacrificing taste, and with the benefit of 20g of protein and a full multi-vitamin, Fulfil is the perfect convenient and tasty treat, without any of the residual guilt from a chocolate bar.”

Fulfil bar cookies cream
Fulfil bar cookies cream

Fulfil’s success is a testament to a greater understanding among consumers about the benefits of protein and the disadvantages of sugary snacks.  McGrath said healthier eating patterns are being established as growing numbers of people are looking to find better snacks, which were just as convenient as junk-filled alternatives. He added: “Our aim was to create a protein bar that actually tastes great, is accessible to everyone and has all the recommended multi-vitamins, making it a better for you snack.”

Red Star’s team of experts has already secured distribution in 300 Holland & Barrett stores in the UK, and its most recent listing, will see the revolutionary bar available in 387 WHSmith Travel stores, across both confectionery and healthy eating displays.

Fulfil store wrap at WHSmith in London's Victoria station
Fulfil store wrap at WHSmith in London’s Victoria station

Talking about the launch, Red Star’s managing director, Clark McIlroy said: “Our job at Red Star is to identify global brands that are daring to be different by challenging traditional perceptions of food & drink. We’re delighted to be appointed as Fulfil’s UK distributor, especially following the brand’s phenomenal success in Ireland last year, where it added over £5m in value to the convenience snack-bar category.”

Ian Rankin, trading controller at WHSmith Travel, said: “The team at WHSmith Travel is always looking for up-and-coming snack brands. We are delighted to partner with Fulfil, as we are one of the leading retailers in the market investing in the healthier eating agenda.”

Fulfil bar peanut caramel
Fulfil bar peanut caramel

WHSmith will be stocking six variants including: Peanut & Caramel, Chocolate Caramel & Cookie Dough, White Chocolate & Cookie Dough, Coconut & Chocolate, Milk Chocolate & Mint and Cookies & Cream, with all its bars retailing at £2.29.



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