The Hershey Company invests in Irish protein bar maker Fulfil

The Hershey Company has made a minority investment in Irish protein bar manufacturer Fulfil to expand its business in Europe.

Founded in 2016, Dublin-headquartered Fulfil sells 11 snack bar flavours and claims to have close to 100% distribution within retail, convenience, petrol and sports nutrition channels in Ireland.

According to the brand, the partnership with Hershey will create opportunities in new occasions among new consumer segments and markets.

Brian O’Sullivan, CEO of Fulfil Holdings, believes the brand’s success is a result of disrupting the traditional snacking market with bars that have nutritional benefits.

“Our objective is to deliver great-tasting, nutritional snacking products to consumers worldwide,” he said. “Over the last 18 months, we have built a highly capable management team and have developed an aggressive expansion strategy based on a thorough understanding of our target consumer.

Fulfil’s range of bars includes flavours such as: chocolate salted caramel, white chocolate and cookie dough, and peanut and caramel.

“I am delighted that The Hershey Company with its scale and knowledge of snacking built over 125 years has seen the opportunity that Fulfil poses. Its investment will enable our expansion strategy and is an exciting milestone in what has already been the incredible journey of Fulfil.” 

 Fulfil’s portfolio of snack bars includes flavours such as: chocolate salted caramel, white chocolate and cookie dough, and peanut and caramel.

Last year, the brand expanded its portfolio with the launch of a range of smaller 40g bars.

Complementing the original 55g offering aimed at a more traditional protein consumer, Fulfil has looked to appeal to a wider range of shoppers who are seeking tasty, healthier snacks, but not necessarily a larger, more filling version.