Fulfil Nutrition is embarking on its next phase of UK investment with the launch of a new protein bar and multi-million-pound above-the-line consumer advertising.

Fulfil Chocolate Peanut Butter Bar

Available to retailers now, the new chocolate peanut butter bar comes in two sizes: 40g and 55g (rrp £1.99 and rrp £2.49 respectively). Fulfil’s existing chocolate peanut & caramel sku will also roll-out in the smaller 40g format from this month.

This May also marks the launch of Fulfil’s new brand campaign ‘Life’s Wonderfuel’. Targeted at 18-34-year-old commuters across rail, roadside and high street locations, the activity will be supported by a digital and social media campaign spanning two months.

Dave Pogson, UK managing director for Fulfil Nutrition, said: “Fulfil uniquely serves the needs of a wide range of consumers with the 55g bar for the health-committed who want a bigger eat and 20g of protein, whilst the 40g bar provides a guilt-free healthy alternative to chocolate confectionery, with both formats offering the same great tasting, low sugar, high vitamin promise.

“Our new above-the-line campaign is a significant step in our UK strategy to bring the bar to a new audience of ‘Fulfilers’ who have a thirst for life. Our new creative campaign celebrates the shared values that exist between our audience and the brand. Packed with protein and vitamins and low in sugar, the high-impact integrated campaign introduces the brand belief that life is worth living to the full.”

Fulfil products sold in the UK are marketed and distributed by Red Star Brands.

Fulfil Consumer Campaign