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product news: Fulfil introduces smaller bars

John Wood ·

Vitamin and protein bar Fulfil has expanded its offering with the launch of a new 40g bar that contains 15g of protein, less than 2g of sugar and nine vitamins.

The new range also introduces two new flavours, Chocolate Salted Caramel and Chocolate Hazelnut Whip.

The new smaller sized range 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 consumers who are actively seeking tasty, healthier snacks, but not necessarily a larger, more filling snack with 20g of protein.

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.”

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.


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Weekly retail fuel prices: 15 July 2019
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