Absolute Nutrition introduces Joella healthy snacking
Absolute Nutrition introduces Joella, a vibrant new character embodying the brand’s fun, energetic approach to healthy snacking
Print6 October 2025
Absolute Nutrition, Ireland’s award-winning producer of healthy snacks and treats, has introduced Joella, a lively new character designed to make healthy snacking exciting, approachable, and fun.
Joella is more than just a character – she’s the ‘spirit’ of Absolute Nutrition.
Cheerful, adventurous, and relatable, Joella represents everything the brand stands for: delicious, nourishing, and full of energy.
Founder Joanne Davey describes her as: “Joella is someone we see growing with the brand.
“She’s fun, relatable, and full of energy.
“As Absolute Nutrition reaches new markets, Joella will help us connect with people everywhere in a way that feels personal and inspiring.”
Who is Joella
Joella is thought to be a little bit of Joanne’s alter ego – colourful, confident and always ready for adventure.
She reflects the company’s ‘belief’ that healthy eating doesn’t have to be boring – it can be vibrant, tasty, and full of joy.
Joella will soon appear across product packaging, social media, and marketing campaigns.
Why she matters
By creating Joella, Absolute Nutrition is making a statement: that healthy snacks can be fun, exciting, and bursting with personality.
Joella represents:
- Trust – a familiar, reliable figure people can connect with.
- Positivity & energy – embodying the uplifting spirit behind the brand.
- Global growth – a relatable face to carry Absolute Nutrition into new markets.
“Joella reflects my own spirit – approachable and full of life – but in a way that connects across every generation,” Davey added.
Read more: Sweet talk
© 2025, ShelfLife by Ryan Brennan
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