Wexford-born duo, Michael and Jane Murphy of M&J Nutrition Ltd today announced the introduction of ProU, a new fortified yogurt that offers some key nutritional benefits for bone and muscle health for mid-life onwards. The product, produced by Killowen Farm is the first product to be launched by M&J Nutrition Ltd., a startup team of three, based in Dublin.
ProU yogurt will be launched to consumers at the Bloom Festival this week and will be sold through Dublin SuperValu stores (from 10th June) and is planned for Tesco stores later in the summer with a wider roll-out planned for other stores later in the year.
The new product comes in 150g pots and 375g, and is available in 4 flavours: raspberry, strawberry, mango & passionfruit and natural with an RRP of €1.29 and €2.89 respectively.
Commenting, Michael Murphy, MD M&J Nutrition Ltd., said, “We see a real opportunity for dairy innovation and providing consumers with natural products that deliver a combination of health benefits and great taste. Consumers are seeking natural, whole foods that are nutritionally good for them. Each 150g pot contains more than 10g protein, all your daily Vitamin D requirements and over 80% of your daily calcium requirements.
‘Ireland currently has an ageing population with 540,000 people aged 65+ which accounts, for 12% of the total population. This is set to rise to 1.4m, or 22% of the total population, in the next 25 years (Central Statistics Office, 2013). Therefore, naturally fortified foods such as ProU become increasingly important because we can start to lose bone and muscle strength from as early as our 30s and 40s. The good news is that consumers can take a proactive role towards mitigating this by working on their diet and exercise.
He continued, “Currently the Irish Osteoporosis Society estimates that one-in-two women and on-in-five men over 50 years are prone to osteoporosis (brittle bones). Exercise and calcium intake play a key role is mitigating the impact of Osteoporosis.
“The Irish consumer can be assured that they are getting the best quality of ingredients on the market. ProU has the best of Irish produce and natural ingredients and research tells us that one third of Irish consumers are looking for healthier options and ProU meets that need.”
Meet Michael & Jane at the ProU Market Stall #3, Bord Bia Food Village at Bloom.