FULFIL Holdings

Name

FULFIL Holdings

Legal name

Ferrero UK Limited and Vyper Industries Limited (joint controllers)

Website

https://fulfilnutrition.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Protein Snack Bars

NAICS

All Other Specialty Food Retailers (445298), Food (Health) Supplement Retailers (456191)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Protein snack bars
• Low sugar nutrition
• Vitamin fortified snacks
• Functional confectionery
• Direct to consumer food

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Protein Bar Sales: FULFIL generates revenue through direct online sales of protein bar products via its owned Shopify e-commerce storefront (fulfilnutrition.com). Products are sold individually, in multi-bar packs (15x55g single-flavor cases), and in curated selection boxes (10-bar variety packs). Prices range from approximately €2.1 to €2.5 per bar depending on product line and pack size.
2. Subscription / Subscribe & Save: FULFIL offers a Subscribe & Save program allowing customers to set up recurring deliveries of protein bars. The programme uses a dedicated subscription portal (login path at /a/subscriptions/login) suggesting a loyalty/pricing incentive for repeat subscribers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FULFIL Holdings manufactures and sells chocolate-coated high-protein, low-sugar snack bars (55g format) with 9 added vitamins through its direct-to-consumer e-commerce storefront and subscription programme. The 9-flavour portfolio plus 3 multi-flavour selection boxes are sold in 15x55g cases or 10x55g boxes priced from €29.99 to €36.99, complemented by a Subscribe & Save recurring delivery service and multi-market European regional storefronts.

Product overview

FULFIL Holdings offers a portfolio of protein-enriched snack bars as its core product line. The main offering consists of 9 distinct single-serve protein bar flavours (Chocolate Peanut and Caramel, Dark Chocolate Salted Caramel, Chocolate Hazelnut Whip, Chocolate Peanut Butter, Milk Chocolate and Mint, White Chocolate Cookie, White Chocolate Peanut and Caramel, Chocolate Brownie, and Chocolate Salted Caramel), all weighing 55g and featuring at least 18-20g of protein, low sugar content (under 3g), and 9 added vitamins. These are complemented by three multi-pack selection boxes: a Caramel Selection Box (10 bars, 2 each of the top 5 caramel varieties), a Top 5 Flavours Selection Box (10 bars, 2 each of the top 5 overall best-sellers), and a Full Range Selection Box (10 bars, 1 of each flavour). The bars are sold in retail-ready 15-bar multipacks. The company operates as a digital-first direct-to-consumer brand via its Shopify-powered e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Chocolate Peanut And Caramel Protein Bar – 15x55g A 55g protein bar with a milk chocolate coating, peanut butter flavoured filling, caramel layer, and crunchy peanut topping, delivering 20g protein, low sugar, and 9 vitamins per bar. Sold in 15x55g multipack cases to health-and-fitness and general wellness consumers.
• Dark Chocolate Salted Caramel Protein Bar – 15x55g A 55g protein bar with dark chocolate coating, soft salted caramel centre, and crunchy crispies layer, delivering 20.5g protein, 206 kcal, and 9 added multivitamins per bar. Sold in 15x55g multipack cases.
• Chocolate Hazelnut Whip Protein Bar – 15x55g A 55g protein bar with milk chocolate coating, hazelnut-flavoured filling, and crunchy hazelnut pieces, delivering 20g protein, 210 kcal, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• Chocolate Peanut Butter Protein Bar – 15x55g A 55g protein bar with smooth peanut-butter flavoured filling, milk chocolate coating, and crunchy peanut topping, delivering 20g protein, 214 kcal, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• Milk Chocolate and Mint Protein Bar – 15x55g A 55g smooth mint flavoured protein bar with a milk chocolate coating, delivering 20g protein, 202 kcal, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• White Chocolate Cookie Protein Bar – 15x55g A 55g cookie dough flavoured protein bar coated in white chocolate with a crispy layer, delivering 20g protein, 199 kcal, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• White Chocolate Peanut and Caramel Protein Bar – 15x55g A 55g white chocolate coated protein bar with caramel layer and peanut centre, delivering 20g protein, 212 kcal, only 2.1g sugar, and 9 multivitamins per bar. Sold in 15x55g multipack cases.
• Chocolate Brownie Protein Bar – 15x55g A 55g chocolate brownie flavoured protein bar with rich fudgy centre and chocolate chips topping, delivering 20g protein, 197 kcal, 1.5g sugar, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• Chocolate Salted Caramel Protein Bar – 15x55g A 55g bestseller protein bar with milk chocolate coating, salted caramel filling, and crispies coating, delivering 20g protein, 204 kcal, and 9 vitamins per bar. Sold in 15x55g multipack cases.
• Caramel Protein Bar Selection Box – 10x55g A 10x55g selection box containing 2 bars each of the top 5 caramel-flavoured FULFIL protein bars, priced at €29.99. Designed for consumers wanting to sample the caramel range.
• Full Range Protein Bar Selection Box – 10x55g A 10x55g selection box containing the full range of all 10 FULFIL protein bar flavours (1 of each), enabling customers to try every variant in the portfolio.
• Top 5 Flavours Protein Bar Selection Box – 10x55g A 10x55g selection box containing 2 of each of the top 5 best-selling FULFIL protein bar flavours, with each 55g bar delivering at least 18g protein, low sugar, and 9 vitamins.
• Subscribe & Save Recurring Delivery Programme A subscription programme accessible via the FULFIL subscription portal that enables customers to set up recurring deliveries of protein bars, with a dedicated login at /a/subscriptions/login suggesting loyalty or pricing incentives for repeat subscribers.

Quantifiable outcome

• Less than 3g sugar per 55g bar — less than half a teaspoon of sugar
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

One partnership is on record.

• Ferrero UK LimitedOthersFerrero UK Limited and Vyper Industries Limited act as joint controllers for the FULFIL Nutrition website and webshop. Ferrero UK is responsible for managing brand activities, customer engagement (not related to product sale), and marketing communications. Ferrero UK is part of the Ferrero Group headquartered in Luxembourg.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PhD Nutrition (PhD Diet): PhD is a UK sports nutrition brand with a flagship protein bar range (PhD Smart Bar) targeting the same fitness-conscious, low-sugar-seeking consumer as FULFIL, with strong UK grocery and gym-channel presence.
• Myprotein: Myprotein is one of Europe's largest sports nutrition brands selling protein bars, powders, and snacks through a D2C-first model similar to FULFIL. It competes on the same health-and-fitness consumer segment and operates large-scale direct e-commerce with subscription mechanics.
• Quest Nutrition: Quest is a US-headquartered high-protein, low-sugar bar brand that has expanded into Europe. It overlaps with FULFIL on the chocolate-coated protein bar format and the same nutritional positioning (high protein, low sugar) targeting fitness and wellness consumers.
• Barebells Functional Foods: Barebells is a Swedish functional protein bar brand selling 55g chocolate-coated bars with high-protein, low-sugar positioning across European grocery and convenience. It competes head-to-head with FULFIL on product format, nutritional profile, and pan-European D2C plus retail distribution.
• Body&Fit: Body&Fit is a European online sports nutrition retailer offering its own-brand protein bars plus third-party brands, competing directly with FULFIL on the direct-to-consumer health and fitness consumer in the UK, Ireland, and Benelux markets.
• Grenade (brands): Grenade is a UK-based protein bar and sports nutrition brand built around chocolate-coated Carb Killa bars. It is the most direct competitor to FULFIL on format (55-60g chocolate-coated protein bar), target consumer (gym-goers, fitness enthusiasts), and primary geography (UK and Ireland).
• Applied Nutrition: Applied Nutrition is a UK sports nutrition and functional food brand selling protein bars, powders, and ready-to-drink products. It targets the same active-lifestyle, low-sugar-seeking consumer and competes with FULFIL in UK grocery and online channels.

Others

• Ferrero Group: Ferrero is FULFIL's parent company and the global confectionery group behind Nutella, Ferrero Rocher, and Kinder. Although not a peer in the competitive sense, Ferrero is the parent ecosystem that supplies manufacturing scale, R&D in chocolate and confectionery, and trade relationships that materially shape FULFIL's strategic trajectory.

Broad incumbents

• Mars (Mars Protein / KIND by Mars): Mars Inc. operates protein bar lines (e.g., Mars Protein Bar, Snickers Hi-Protein) and acquired the KIND snack bar brand. As a global confectionery major with vastly superior distribution, Mars is a broad incumbent that overlaps with FULFIL on chocolate-coated snack bar formats and fitness-positioned variants.
• Nestlé (Yes /Fitness /GoNutrition lines): Nestlé owns multiple snack and nutrition bar brands (e.g., YES, GoNutrition through the 2020 acquisition) and competes broadly with FULFIL across mainstream grocery and convenience channels in Europe. As a global CPG incumbent, it offers overlapping capability at scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FulfilNutrition
• Instagraminstagram.com/fulfil_nutrition/?hl=en
• TikToktiktok.com/@fulfil_nutrition
• Xx.com/fulfil
• LinkedInlinkedin.com/company/fulfil-nutrition

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FULFIL Holdings