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M&J Nutrition Launches 100%-Irish ProU Yoghurt

By Donna Ahern
M&J Nutrition Launches 100%-Irish ProU Yoghurt

A new fortified yoghurt is being launched called ProU. The yoghurt, developed by former Bord Bia executive Michael Murphy and his wife Jane, is locally-produced and contains twice the protein and three times the calcium of regular yoghurts.

Commenting on the launch, Michael Murphy, MD M&J Nutrition, said, “We have been getting a fantastic response from consumers since our launch, particularly through instore tastings and events.

“ProU’s nutritional benefits are a key selling point for today’s health conscious shopper. We see a growing demand in the future as naturally fortified foods such as ProU will become increasingly important, as they can play a role in mitigating age related conditions and extending our active years. Currently there are 540,000 people over 65 in Ireland, approximately 12% of our population. This is set to rise to 1.4 million by 2041.

“Currently 60% of our yogurts are imported and we’d like to change that statistic because Ireland has the highest quality home grown and local dairy ingredients in Europe. The Irish consumer can be assured that they are getting the best quality of ingredient on the market. ProU has the best of Irish produce and natural ingredients and research tells us that one third of Irish consumers are looking for healthier options - ProU meets that need,” Murphy concluded.

Unveiled at Bloom earlier this year, ProU is available in select SuperValu and Tesco stores with plans afoot for nationwide distribution.

© 2016 - Checkout Magazine by Donncha Mac Cóil


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