It was Connolly who spotted the gap in the Irish market back in 2016 for a high-protein “impulse purchase” bar that, crucially, was aimed at the broader consumer market, not just gym users. And it was he that pushed for its aggressive expansion into the UK where it could prove its global brand value to potential suitors.
Originally developed in house at his Richmond Marketing Group, it was spun out into a separate business and is now selling a million cases a year in both Ireland and Britain. It is also selling in the Netherlands, Belgium and, to a smaller extent, Australia and the Middle East.It was those international ambitions that saw Connolly and his team opt to tap keen buyer interest, in the end choosing Ferrero over a number of others, including private equity suitors.
And he will not be cutting his ties entirely with Fulfil as he retains control of the brand’s North America business where it has partnered with local snacks behemoth, Hershey.