Irish Founder of Fulfil Nutrition Scores Big as Hershey Buys Out North American Venture

US confectionery giant Hershey has acquired the Irish founder of Fulfil Nutrition's stake in their joint venture selling protein bars in North America. Hershey recently announced the acquisition of the Fulfil brand in North America, which it had been operating as a joint venture with Barry Connolly since 2020. This marks a significant financial gain for Connolly, who co-founded Fulfil Nutrition less than a decade ago.

Hershey's CEO, Michele Buck, praised Fulfil as the largest and fastest-growing brand in the protein and energy bar segment in Europe, with strong potential for growth in the US and internationally. Connolly, who was the majority shareholder in Fulfil Nutrition when it was sold to Ferrero in 2022, has retained control of the brand in North America through the joint venture with Hershey.

Industry sources indicate a growing market for protein bars in North America, with the US accounting for a significant portion of the market. Connolly's optimistic projections suggest a substantial financial gain from the joint venture, building on the success of Fulfil in the region.

Connolly's entrepreneurial background includes bringing brands like Red Bull to Ireland through his Richmond Marketing group. Fulfil was developed as a healthier snack option for the retail market, expanding beyond the traditional gym-focused products in the category.

No specific financial details have been disclosed by Hershey regarding the performance of the Fulfil brand in North America. Both Connolly and Hershey were contacted for comments on the acquisition.

According to the source: The Irish Times.