Fulfil Nutrition's North American Division
FULFIL Nutrition is a Hershey-owned protein bar brand selling 15-20g protein, low-sugar bars in five flavors via Amazon and U.S. retail, serving health-conscious and active-lifestyle consumers seeking candy-bar taste with nutritional benefits.
- Company typePrivate
- Founded2016
- HeadquartersAustin, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fulfil Nutrition's North American Division does
FULFIL Nutrition is a protein bar brand and wholly-owned division of The Hershey Company (NYSE: HSY), headquartered in Hershey, Pennsylvania. Founded in 2016, the brand markets high-protein, low-sugar bars positioned to combine functional nutrition with indulgent candy-bar taste. The product line comprises five core flavors — Chocolate Salted Caramel, Chocolate Peanut Caramel, Chocolate Peanut Butter with REESE'S, Chocolate Hazelnut, and Triple Chocolate — available in 1.41 oz bars (delivering 15g protein, 1-2g sugar, 1-3g net carbs) and a 1.94 oz larger format launched in 2025 (20g protein, 2g sugar, 3-4g net carbs). Bars are formulated with milk protein and bovine collagen, are gluten-free, kosher-certified under Hershey's broader OU regime, and include zero-sugar variants.
The core technology is protein bar formulation: a collagen and milk-protein-based recipe that achieves high protein content with low sugar and low net carbs while delivering a candy-bar-style coating, nougat center, and textural crispies. Distribution is dual-channel: direct-to-consumer e-commerce via a dedicated Amazon storefront and the brand's own website, plus physical retail through grocery, convenience, and specialty retailers nationwide, executed through Hershey's established sales and logistics infrastructure. Consumer acquisition runs through organic social (Instagram, Facebook, TikTok), an email newsletter funnel, and earned-media placements in outlets such as Food & Wine (which named the Chocolate Salted Caramel SKU "Best Chocolatey Protein Bar") and Women's Health.
FULFIL generates revenue as a packaged consumer goods brand through unit pricing on single bars, 4-count boxes, and 12-count variety packs sold across Amazon and physical retail at undisclosed price points. There is no enterprise B2B channel, no API or SaaS surface, and no AI/ML product component. The customer base is horizontal and consumer-direct: health-conscious and active-lifestyle buyers seeking convenient protein sources without sacrificing taste. As a Hershey-owned brand, FULFIL benefits from the parent's procurement scale, distribution breadth, regulatory and compliance functions, and brand-portfolio synergies, including the co-branded REESE'S Peanut Butter SKU. No specific division-level revenue or headcount is publicly disclosed.
Fulfil Nutrition's North American Division firmographics
Firmographics- Name
- Fulfil Nutrition's North American Division
- Legal name
- FULFIL Nutrition (subsidiary of The Hershey Company)
- Website
- https://livefulfil.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Short description
- FULFIL Nutrition is a Hershey-owned protein bar brand selling 15-20g protein, low-sugar bars in five flavors via Amazon and U.S. retail, serving health-conscious and active-lifestyle consumers seeking candy-bar taste with nutritional benefits.
- Ownership category
- akta.pro rank
Fulfil Nutrition's North American Division industry classification
Industry- Product category
- Protein Nutrition Bars
- NAICS
- Chocolate and Confectionery Manufacturing (31135)
- SIC
- Sugar & Confectionery Products (2060), Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where Fulfil Nutrition's North American Division is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fulfil Nutrition's North American Division business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Consumer Packaged Goods - Protein Bars: FULFIL generates revenue through the sale of protein bars at retail and e-commerce channels. Products are sold in various configurations including single bars, 4-count boxes, and 12-count boxes at multiple size options (1.41 oz and 1.94 oz).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard protein bar retail pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Fulfil Nutrition's North American Division product offering
Product offeringCore offering
FULFIL Nutrition's North American Division manufactures and sells protein bars positioned as a better-for-you snacking alternative with indulgent candy-bar taste. The product line includes five flavor variants (Chocolate Salted Caramel, Chocolate Peanut Caramel, Chocolate Peanut Butter with REESE'S, Chocolate Hazelnut, and Triple Chocolate) offered in 1.41 oz (15g protein) and 1.94 oz (20g protein) sizes, each delivering low sugar (1-2g) and low net carbs (1-4g). All US products are gluten-free and contain milk protein and bovine collagen.
Product overview
FULFIL Nutrition offers a unified line of protein bars positioned as candy-bar taste with functional nutrition. The portfolio consists of five distinct flavor varieties: Chocolate Salted Caramel, Chocolate Peanut Caramel, Chocolate Peanut Butter with REESE'S, Chocolate Hazelnut, and Triple Chocolate. Products are available in two sizes: 1.41 oz (delivering 15g protein, 1-2g sugar, 1-2g net carbs) and 1.94 oz larger bars (delivering 20g protein, 2g sugar, 3-4g net carbs). A Best Sellers Variety Pack bundles all four main flavors in a 12-count box. All bars contain milk protein and bovine collagen, are gluten-free in the US, and feature indulgent chocolatey coatings with candy-like textures. Products are distributed through Amazon and retail stores nationwide.
Differentiator
Problem solved
Functional benefit
Products and services
- FULFIL Chocolate Salted Caramel Flavor Protein Bar, 1.41 oz
Companies that use Fulfil Nutrition's North American Division
Customer profileSegments2 records
Ideal customer profiles2 records
Fulfil Nutrition's North American Division technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fulfil Nutrition's North American Division partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
Fulfil Nutrition's North American Division competitors and assessment
Company assessmentDirect peers
- RXBAR: RXBAR is a leading better-for-you protein bar brand owned by Kellanova (formerly Kellogg), competing head-to-head with FULFIL in the protein/snack bar aisle across grocery, club, and online channels.
- Barebells: Barebells is a Scandinavian protein bar brand with a near-identical positioning to FULFIL — candy-bar taste, high protein, low sugar — and is among the most direct global comparables in the indulgent protein bar niche.
- ONE Brands (ONE Bar): ONE Bar competes directly with FULFIL in the chocolate-dipped, high-protein, low-sugar segment, distributed through similar U.S. grocery, club, and convenience channels.
- Built Bar: Built Bar is a direct protein bar competitor emphasizing high protein, low sugar, and chocolate-coated indulgent flavors — directly comparable to FULFIL's positioning and channel strategy.
- Quest Nutrition: Quest is one of the largest U.S. protein bar brands, directly competing with FULFIL in chocolate-coated, high-protein, low-sugar bar formats sold through similar grocery, convenience, and e-commerce channels.
- Aloha: Aloha is a plant-based protein bar brand competing in the better-for-you bar category with similar D2C, grocery, and natural-channel distribution, though differentiated by vegan/plant-based formulation.
- ThinkThin: ThinkThin produces high-protein, low-sugar snack bars targeted at health-conscious consumers and competes in similar grocery and club-store channels as FULFIL.
Broad incumbents
- KIND Snacks: KIND is a much larger, established better-for-you snack bar brand owned by Mars. It overlaps with FULFIL on grocery and convenience shelf space and the broader better-for-you positioning, though its portfolio is wider.
- Premier Protein: Premier Protein (BellRing/Post) is a leading mass-market protein brand with shakes and bars. It overlaps with FULFIL on protein positioning, club and grocery distribution, and consumer demographics, though anchored in shakes.
- Atkins (Simply Good Foods): Atkins is a long-established low-carb/sugar protein snack brand sold through similar grocery, club, and convenience channels. It targets the same low-net-carb, high-protein consumer use cases as FULFIL.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fulfil Nutrition's North American Division social profiles
Digital presenceFulfil Nutrition's North American Division compliance and trust
Trust signalCompliance3 records
Fulfil Nutrition's North American Division financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fulfil Nutrition's North American Division leadership team
Management profileNumber of profiles
Fulfil Nutrition's North American Division funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fulfil Nutrition's North American Division M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fulfil Nutrition's North American Division
What does Fulfil Nutrition's North American Division do?
FULFIL Nutrition's North American Division manufactures and sells protein bars positioned as a better-for-you snacking alternative with indulgent candy-bar taste. The product line includes five flavor variants (Chocolate Salted Caramel, Chocolate Peanut Caramel, Chocolate Peanut Butter with REESE'S, Chocolate Hazelnut, and Triple Chocolate) offered in 1.41 oz (15g protein) and 1.94 oz (20g protein) sizes, each delivering low sugar (1-2g) and low net carbs (1-4g). All US products are gluten-free and contain milk protein and bovine collagen.
Is Fulfil Nutrition's North American Division a public or private company?
Fulfil Nutrition's North American Division is a private company. It is classified as corporate owned and is currently operating.
When was Fulfil Nutrition's North American Division founded?
Fulfil Nutrition's North American Division was founded in 2016.
Where is Fulfil Nutrition's North American Division based?
Fulfil Nutrition's North American Division is headquartered in Austin, United States, in the North America region.
How does Fulfil Nutrition's North American Division make money?
One revenue line is on record: consumer Packaged Goods - Protein Bars.
Who are Fulfil Nutrition's North American Division's main competitors?
Direct peers on record are RXBAR, Barebells, ONE Brands (ONE Bar), Built Bar, Quest Nutrition, Aloha and ThinkThin. Broad incumbents are KIND Snacks, Premier Protein and Atkins (Simply Good Foods).
Does Fulfil Nutrition's North American Division have an API?
No public API is recorded for Fulfil Nutrition's North American Division.
What industry is Fulfil Nutrition's North American Division in?
Fulfil Nutrition's North American Division's product category is Protein Nutrition Bars. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 31135 and its SIC code is 2060.