Aldi Ireland has launched In the Zone, a brand-new range of Irish protein-enriched cookies and biscuits, which are now available in 150 of its stores nationwide.
Created by East Coast Bakehouse, the new range comprises four variants: two high-protein (20g), low-sugar cookies, in Soft-Bake Double-Chocolate and Soft-Bake Cookies & Cream; and two high-protein (10g) biscuits, in Crunchy Double-Chocolate and Crunchy Salted Caramel.
Sean Murphy, managing director of East Coast Bakehouse, commented, “It is no secret there is continued growing demand for high-protein snacking options, but the majority of these protein snacks are imported into Ireland. We are delighted to partner with Aldi, offering Irish consumers a great-tasting Irish protein brand, with product proudly made in Ireland.
“We’ve had a fantastic consumer response already, and we look forward to building momentum with a strong consumer launch plan, to drive brand awareness and product trial.”
According to the discounter, the range is designed to target health-conscious consumers who don’t want to compromise on great taste, making In the Zone the perfect snack before or after a high-intensity workout, a sweaty gym session, or even a tough game on the pitch.
The Official Players’ Choice
In the Zone was created in partnership with the GAA and GPA. As the Official Players’ Choice, it has received the seal of approval from players and holds the distinction of being the first functional food to receive an endorsement from the Gaelic Players’ Association.
Aldi noted that money generated from the sale of In the Zone will go directly to helping all of the GPA’s members.
Tom Parsons, GPA CEO, added, “We are delighted to see In the Zone now available even more widely. It is a great product that the GPA are proud to be associated with, and – even more importantly – it returns revenues to the GPA that can ultimately be invested in the development of inter-county players, both on and off the pitch.”
In the Zone is available in Aldi stores nationwide and retails for €1.99.