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Fulfil reveals London launch of Vitamin & Protein Bars

Irish healthy snacks brand Fulfil has brought its Vitamin & Protein Bars to London, UK.

The low sugar brand with 20g of protein and nine vitamins, has embarked on a heavy-weight consumer marketing campaign to educate the capital’s health-conscious consumers on the benefits and taste of the bars.

The campaign includes a JCDecaux media-first as well as digital out-of-home, sampling, festivals, experiential and social media activity.

Brian O’Sullivan, chief executive at Fulfil Nutrition, says, “Our bars have all the benefits of high protein and low sugar but with the great taste of traditional sweet treats, and they are set to become the UK’s number one healthy snacking brand.

“Fulfil’s target consumer is a ‘health-conscious, on-the-go person’ who is looking for a healthier snack without sacrificing taste; and with the benefit of 20g of protein, low sugar and nine vitamins, Fulfil is the perfect convenient and tasty treat without any of the guilt.

“Protein is essential for everyone, not just body builders and hard-core athletes. Fulfil’s great taste makes the category much more accessible to wider audiences, both male and female.”

A 94-square metre mural, designed by Nightingale Austen Design and installed by Global Street Art Agency has been revealed on Great Eastern Street in Shoreditch and marks the beginning of Fulfil’s London campaign. The brand will also be driving trial and education through a heavy-weight sampling programme.

O’Sullivan adds, “It is important for manufacturers to educate people on how much protein they should consume, as well as its benefits. Most consumers are aware of the need to increase protein in their diets but the majority, especially those who are less gym-focused, are unaware of the appropriate levels to be consuming.

“With one in three people trying to increase their protein intake, there is a growing appetite and further education can only help to accelerate the participation in the category. The days of having to choose between ‘unhealthy and tasty’ versus ‘healthy and bland’ are behind us – there’s a new future, and it’s packed with goodness, functionality and flavour.”

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