Mary Anne Byrne
Marketing Director, Richmond Marketing
Mary-Anne Byrne from food and beverage distribution firm Richmond Marketing reveals how small Irish brand Fulfil grew to become a major player in the healthy snack market.
Where did the idea for Fulfil Vitamin & Protein bar come from?
Fulfil was created within Richmond Marketing 10 years ago after we spotted a gap in the market. Essentially, we felt the healthy snacks that existed in Ireland at that time just didn’t deliver on taste. They were all functionality — no indulgence. The idea was to create a snack that could cater to the needs of health-conscious consumers but also anyone who just wanted to eat something delicious. Now part of the Ferrero family, Fulfil continues to grow while staying true to its Irish roots and commitment to great taste and nutrition.
When did it launch?
Our first bar — chocolate, peanut and caramel — launched in 2016 and was immediately successful. I think the timing was right because people were moving towards a more health-focused snacking culture. They looked at the label and loved the ingredients. Then they tried it and loved the taste.
What are the health benefits of Fulfil?
Each bar is low in sugar, high in protein and contains nine essential vitamins, a combination that supports active and balanced lifestyles. High protein content is widely recognised to support muscle repair and maintenance,* while low sugar content supports steady energy without the crash.
We’re all on the go these days, so the idea was to create a snack that could fit into busy lifestyles. It could be a post-workout snack or a convenient option that combines delicious taste with added benefits (International Society of Sports Nutrition, 2017).
A key factor in its success is that it’s a healthy
snack that doesn’t compromise on taste.
How has the brand evolved over the past 10 years?
From selling zero to over 1 million cases per year, it’s become the number one healthy bar brand and the number two single-serving confectionery bar brand in Ireland. There are now 11 different flavours, and they’re sold all over the world.*
How did it disrupt the market and challenge the establishment?
A key factor in its success is that it’s a healthy snack that doesn’t compromise on taste. Then there was our strategy of making it visible in stores with its distinctive yellow packaging, building cultural relevance, partnering with trade and driving great flavour innovation. All of that challenged the establishment and redefined standards for healthy snacking.
The brand remains anchored in its Irish home and has some exciting plans, including a great innovation pipeline. Plus, an announcement is expected soon involving a partnership that promises to further strengthen Fulfil’s position in the market.
*Source: Ranked by value sales from Collated EPOS of 1,608 outlets across eight leading multiple and convenience fascias in the 12-week period ending 7th Sep 2025.
