Product: Fortified yogurt developed to keep bones and muscles strong
ProU is a fortified yogurt developed to keep bones and muscles strong. It has twice the protein and three times the calcium and Vitamin D of a regular yogurt. A 150g pot has all the daily recommended intake of Vitamin D, 80% of the calcium RI and 10g of high quality dairy protein.
ProU and its consumer proposition was born out of Food Works, Ireland’s leading accelerator programme for food and drink start-ups. Husband and wife team, Michael and Jane Murphy were accepted onto the programme in 2015 as they had identified an idea for a food company which would maximise on the growing health and wellness opportunity for the over 50s market.
With more than 20 years experience working in Bord Bia, Michael Murphy was keenly aware of opportunities and trends within the Irish food industry. The idea for ProU came about however, as a result of a number of illnesses within their extended family which led Micahel and Jane to question the need for specialised nutritional products to mitigate the impact of age-related conditions, especially for those in their 40s and 50s.
Speaking about the benefits of the Food Works programme, Michael said, “If you are lucky enough to be accepted onto the Food Works programme, it will more than double your chances of making it with a new business. We had amazing support on consumer insight to develop the consumer proposition and brand; NPD support to get the recipe and processes nailed down and plenty of feasibility support to build an investor ready business plan.”.
Michael and Jane also worked closely with a consultant dietician, Richelle Flanagan, in order to create a product with a strong evidence base in terms of its nutritional profile. It is created using the best of Irish ingredients with milk sourced from the famous Dunne farm of Killowen and nutrition devised by Glanbia.
ProU is currently on sale in SuperValu, Tesco and Dunnes Stores in both Dublin and Wexford.