Shaken & Stirred - Influential Brand Profiling and Positioning

Healthy bar brands article : ‘They don’t taste that great’

It all comes down to taste.

When Fulfil first launched its protein-rich nutrition bars in early 2016, the outlook for the brand was quite modest, says chief executive Brian O’Sullivan. Within three months, it was, as he puts it, “a runaway success”.

“You have a lot of healthy bar brands out there but the issue is they don’t taste that great. You’ve some great-tasting bars out there, and I’ve come from that background, but they wouldn’t have necessarily the health connotations there and the health ingredients,” the former Cadbury Ireland boss says. “And then what Fulfil has done is it has hit the sweet spot in the middle.”

O’Sullivan arrived in 2017 as the company was on a rollercoaster ride and struggling to keep up with demand while developing what was still a very young brand. Initially he came on board as a consultant, carrying out a review on the potential for the business and how best it might grab that opportunity. On the back of that, he was asked to join the business full-time as CEO.

For the Corkman, it was a timely move. He had only just stepped down from a senior executive role with Cadbury owner Mondelez after 17 years, most recently in a global executive role for the group, based in Switzerland.