Steve Rich, UK MD of vitamin and protein snack brand FULFIL – launched in the UK last year – says the business has already become the number two healthier bar brand and has a clear ambition to be the leading healthier snacking brand in the UK.
Latest industry figures for April show that the healthier & protein bar segment is outperforming the market overall and growing by 87%. FULFIL is the fastest growing of all healthier bar brands growing by 146%.
The impact of the pandemic has accelerated the demand for brands that support a healthier lifestyle. With FULFIL’s range of bars offering a combination of health benefits and great taste, it has seen an explosion in sales over the past twelve months.
FULFIL’s success is based upon meeting the customer demand for healthy snack bars through a unique combination of great taste and health benefits, added vitamins and protein.
Identifying a gap in the market and creating a snacking range that delivers on health and taste in equal measure has been the foundation of the FULFIL brand since its launch in Ireland in 2016, hitting the ‘sweet spot’ in the market, according to Steve Rich.
It is the great taste, coupled with the company’s agility in supporting retailers, that is underpinning the sharp growth of the brand in the UK – and beyond.
Steve Rich comments: “The FULFIL brand has enjoyed dramatic growth since we launched into the UK market in 2020.
“Despite the challenges of the pandemic, consumers are attracted to a snack bar that provides the health benefits they are seeking, but with zero compromise on taste.
“Delivering the best of both is at the heart of the FULFIL proposition and is proving extremely popular with consumers who want a snacking product that align with their health and wellbeing outlook.
“Snacking hasn’t changed, but what consumers snack on has. People are more demanding of their snacks with 80% of consumers now snacking with purpose. We are increasingly seeing ‘mindless munching’ being replaced with snacks that deliver a beneficial purpose as people make more informed snacking choices.”
FULFIL spirit, brand DNA & growth ambitions
The FULFIL brand was founded five years ago in Ireland by Barry Connolly, owner of the Richmond Marketing.
In that short period of time FULFIL has firmly established a 70% market share of Ireland’s healthy bar category and the number two snacking brand only to Cadbury.
Steve Rich continues: “Though the FULFIL brand is grounded in Ireland, we have a strategic growth focus in the UK with outstanding early success. The brand continues to expand, developing a global footprint having recently launched across the USA, partnering with Hershey”.
Ex Mondelez senior executive, Mr Rich with over 18 years category experience is now leading the FULFIL UK team says: “We are a proudly independent brand that is making the health-oriented snacking marketplace take notice.
“We understand what consumers want, and the demand for great tasting nutritious snacks, has been further accelerated by the pandemic we have all lived through. Prioritising better care from both a physical and mental health perspective is more relevant than ever, trying to be a bit better today than we were yesterday.”
Broadening appeal and unlocking category growth
Steve Rich concludes: “We are excited about the commercial prospects for FULFIL in the UK and will build upon the fantastic growth success we have enjoyed to date.
“At the core of our brand and ethics is keeping things simple in a very complex world. Less is more as we work with retail partners to further unlock the undoubted consumer demand for healthy snacking that also tastes great.”