Brian O’Sullivan, chief executive at Fulfil Nutrition reveals more about the marketing campaign.

“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 was revealed on Great Eastern Street in Shoreditch this month and marks the beginning of Fulfil’s London campaign. The brand will also be driving trial and education through a heavy-weight sampling programme.

Brian added: “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.”

An experiential outdoor hub will open on Tuesday 12 – Saturday 16 June at Boxpark, in the heart of Shoreditch. The outside space will host Fulfil’s Festival of Fitness, including HIIT workouts and classes led by influential trainers.

On 11 – 13 May, Fulfil will be showcased at Balance Festival at the Old Truman Brewery, the go-to destination for individuals embracing a healthy lifestyle.

For more information on Fulfil, visit the website or Boxpark Tuesday 12 – Saturday 16 June, 2-10 Bethnal Green Rd, London E1 6GY.

* IRI Marketplace Data, GB Market, 12 weeks to 25^th February 2018. Excludes SKUs in <5% distribution.
***Thinking House Periscope Report, June 2017 Multi-Country Consumers & Their Food

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