ProU Yogurt Goes Nationwide With SuperValu Deal

04 Jul 2017 | 10.42 am

ProU Yogurt Goes Nationwide With SuperValu Deal

Fortified yoghurt will be stocked in more than 70 stores nationwide

04 Jul 2017 | 10.42 am

ProU Yogurt has signed a deal with SuperValu that will see the retailer stock the fortified yoghurt in more than 70 stores nationwide.

The yoghurt was launched in 2016 by former Bord Bia executive Michael Murphy and his wife, Jane. High in calcium and protein, the product is pitched at an older demographic. According to Michael Murphy, the expanded SuperValu listing will be worth around €200,000 to his startup.

He added: “We have enjoyed a strong partnership with SuperValu since the launch of ProU Yogurt last year, supplying stores in Dublin and Wexford.”

ProU is sold in four flavours and is made to Murphy’s recipe by Killowen Farm in Wexford. “They worked with me on the development of the product and have been hugely helpful,” he explained. “We approached Glanbia to secure dairy protein, dairy calcium and Vitamin D.”

Murphy has so far invested around €100,000 into the startup, with Enterprise Ireland in for €50,000. Murphy used Bord Bia’s Food Works programme to help develop ProU, and Dublin design agency Dynamo designed the brand. Protein, probiotic and a proactive approach to nutrition are represented in the ‘Pro’, while consumer needs are reflected in the ‘U’.

Photo: Michael and Jane Murphy

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