FDBusiness.com

The Hershey Company, the US-based food group, has made a minority investment in Fulfil Holdings, the owner of the snacking brand FULFIL. Headquartered in Dublin, Ireland, FULFIL has rapidly grown since its inception, now outselling many traditional chocolate snack bar brands in the UK and Ireland and named a top 50 consumer brand in Ireland.

Brian O’Sullivan, chief executive of Fulfil Holdings, says: “This incredible success has come as a result of disrupting the traditional snacking market by delivering great-tasting bars with nutritional benefits—high protein, low sugar and essential vitamins.”

In addition to the minority investment of Allied Irish Banks in 2018, The Hershey Company investment is a key milestone in Fulfil’s business growth. In 2017, Hershey announced its snacking powerhouse vision, expanding its snacking portfolio to include better-for-you snacks to complement its iconic confectionery brands. The partnership will create opportunities in new occasions among new consumer segments and markets.

Brian O’Sullivan adds: “Our objective is to deliver great-tasting, nutritional snacking products to consumers worldwide. Over the last 18 months we have built a highly capable management team and have developed an aggressive expansion strategy based on a thorough understanding of our target consumer. I am delighted that The Hershey Company with its scale and knowledge of snacking built over 125 years has seen the opportunity that FULFIL poses. Its investment will enable our expansion strategy and is an exciting milestone in what has already been the incredible journey of FULFIL.”