HealthyWexford yoghurtwinsTesco regionallisting

WEXFORD start-up M&J Nutrition has secured a regional listing for ProU, its range of fortified yoghurts, with Tesco.

Initially starting with ten Dublin stores, it is hoped that the brand will be rolled out nationwide following on from this successful regional listing.

ProU yoghurts is available in the following Tesco stores: Merrion, Ballybrack, Dundrum, Stillorgan, Rathfarnham, Nutgrove, Rathmines, Finglas Clearwater, Clarehall and Artane Castle. The company was launched to the trade, media and consumers at the Bloom Festival in June and has been on SuperValu shelves in Dublin since then. Tesco represents its second big account.

The product is also available in some independent fine food retail and foodservice outlets.

Managing Director of M&J Nutrition Michael Murphy said: ‘ Tesco represents a big push forward for the ProU brand. It addition to SuperValu, it now effectively doubles our distribution in Dublin. We have been getting a fantastic response from consumers. ProU’s nutritional benefits are a key selling point for today’s health conscious shopper, with a 150g pot of ProU yoghurt delivering 80 per cent of the daily recommended intake (RI) of calcium, 20 per cent of the RI of protein and all the Vitamin D requirements.’

ProU is particularly beneficial for bone and muscle health and is designed to deliver slow-release energy. 60 per cent of the company’s yoghurts are imported. Mr Murphy said: ‘We’d like to change that statistic because Ireland has the highest quality home grown and local dairy ingredients in Europe.’