Irish protein bar lands in WHSmith Travel stores

Fulfil, a bar which combines vitamins and protein, is now available in 387 WHSmith Travel stores across the UK.

Containing 100% of an adult’s recommended daily allowance of nine vitamins, with 20g of protein and low sugar, Fulfil was created by 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”.

He adds, “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.”

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

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 bars retailing at £2.29 ($2.85).

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