Making it Work: good taste is the watchword of the high-protein brand

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There was one thing Brendan Dixon and his co-founders at Purepower Nutrition knew they had to do first and foremost when they started their protein meal and snack business. They had to produce food that tasted good.

“If someone eats a bar and it just tastes like protein, it’s a chore to eat. We are going towards the more premium end. We want to provide cracked products, ”Dixon said.

The company, which was started by Dixon, Daniel Galvin and Michael Galvin in 2017, produces ready meals, protein bars, protein balls and juice shots.

The range of ready meals includes dishes like Chicken Massaman Curry and Cajun Turkey with Mashed Sweet Potatoes, while protein bar flavors include Chocolate Orange Crisp and Vegan Dark Chocolate with Coconut. .

The Dublin-based company launched its online store in 2020 and entered retail outlets this year, securing listings with Dunnes and Spar. After having achieved a turnover of 200,000 € in 2020, it forecasts a turnover of 4 million euros in 2022.

Its original target audience was 18 to 30 years old, but the range is now appealing to the mass market, with buyers of all ages going up to what Dixon described as a “higher quality protein meal”.

“People bought into the brand. We have partnered with two manufacturers who have helped us evolve without sacrificing quality. Basically people trust us. If they try a product, they try more, ”he said.

“We have experienced incredible growth. Where we are today is much further from where we were last year, but what we have in front of us is even more exciting. “

The company has developed its offering to include cuisines such as Indian, Italian and Cajun.

“There are trends in the market where we are seeing an interest in Chinese, Indian and American style foods. We take a famous dish from a type of cuisine and make it the best it can be, ”Dixon said.

“We will start exporting to Great Britain next year. We’ve just found a manufacturer that will allow us to distribute there and we’ve partnered up with a distribution center in Salford, outside of Manchester.

The company, which currently has ten employees, is in initial talks with Tesco, Sainsbury and Morrisons to stock its products.

“By this time next year, I hope we will be a more established brand and the best-selling high protein brand in Ireland,” Dixon said. “I would also like to make some good leads in the UK market.”


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