FDBusiness.com

M&J Nutrition, a Dublin-based start-up company, is introducing ProU, a new fortified yogurt that offers some key nutritional benefits for bone and muscle health for mid-life onwards. The product, produced by Killowen Farm, has two times more protein and three times more calcium than regular yogurts. 

ProU yogurt will be  sold through Dublin SuperValu stores (from 10^th June) and is planned for Tesco stores later in the summer with a wider roll-out planned for other stores later in the year. The new product comes in 150g pots and 375g, and is available in 4 flavours: raspberry, strawberry,  mango & passionfruit and natural with an RRP of €1.29 and €2.89 respectively.

Michael Murphy, Managing Director of M&J Nutrition, comments: “We see a real opportunity for dairy innovation and providing consumers with natural products that deliver a combination of health benefits and great taste. Consumers are seeking natural, whole foods that are nutritionally good for them.  Each 150g pot contains more than 10g protein, all your daily Vitamin D requirements and over 80% of your daily calcium requirements.”

He adds: “Ireland currently has an ageing population with 540,000 people aged 65+ which accounts, for 12% of the total population. This is set to rise to 1.4 million, or 22% of the total population, in the next 25 years. Therefore, naturally fortified foods such as ProU become increasingly important because we can start to lose bone and muscle strength from as early as our 30s and 40s. The good news is that consumers can take a proactive role towards mitigating this by working on their diet and exercise.“

M&J Nutrition was set up by Michael Murphy with his wife Jane in 2015.  Michael Murphy has over 20 years in the food business with Bord Bia, most recently as Markets Director leading a network of 11 offices internationally.  This international perspective has driven his conviction that the world increasingly needs more healthy food choices and Ireland is best placed to supply it.  Jane Murphy is a qualified accountant has over 20 years in the corporate sector.

In December 2015 the company completed the Foodworks programme which fast tracks innovative business concepts which is run by Bord Bia,  Enterprise Ireland and Teagasc.