Whole Supp has secured a listing for its Body Fuel meal drink across 66 Applegreen stores in Ireland, marking the Irish challenger's first move into the forecourt and convenience channel. Applegreen operates more than 200 sites nationwide.
The placement is a logical one for the product. Body Fuel is a ready-to-drink complete meal aimed at people eating on the move, and a forecourt sits exactly where that grab-and-go decision happens, on the commute, the school run or the way to the gym.
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Each 475ml carton carries 25g of plant protein, 6.1g of fibre with prebiotic inulin, 25 vitamins and minerals and seven organic superfoods, at 3.5 to 3.7g of sugar, and is vegan, gluten-free and dairy-free, according to the brand.
Founded by a performance nutritionist and a former professional athlete, Whole Supp is now sharing forecourt shelf space with far larger nutrition names.
"Getting on the shelf is the easy part. The hard part is moving off it, and that's where our customers come in. Every carton picked up in store helps prove an Irish brand belongs there," said co-founder Darren O'Reilly.
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