Finnish dairy giant brings PROfeel to Ireland
Finnish brand PROfeel launches in Ireland with high-protein puddings and shakes designed for everyday active lifestyles
Print10 November 2025
PROfeel, a brand producing high protein puddings and shakes, owned by Finnish dairy giant Valio, is launching in the Republic of Ireland this autumn.
The brand is known for its superior taste credentials and accessible nutrition, providing consumers with the high protein they desire, but in a convenient delicious package.
PROfeel aims to fuel active lifestyles for all – not just fitness enthusiasts, with an inclusive approachable range.
Origination
The brand originated in Finland in 2005, establishing itself across the Nordics and Baltics initially, and then across Europe, arriving at the US market in the mid-2025.
But this autumn it enters the ROI market for the first time.
The high protein dessert and shake market has shown strong growth, driven by consumer demand for better-for-you indulgences, convenience, and functional nutrition.
Future demand looks likely to increase as nutritional concerns continue to drive shopping habits and fat loss jabs become more mainstream, in turn super-charging the need for many to increase their protein intake and seeking out convenient, tasty options.
PROfeel will initially launch into Dunnes Stores.
The introductory range will include PROfeel Chocolate Pudding; PROfeel Vanilla & Meringue Pudding, both containing 20g of protein per serving, plus PROfeel Chocolate Protein Milkshake and PROfeel Strawberry Ice Cream Protein Milkshake, both with 25g of protein per serving.
Parent company, Valio, has a deep understanding of the dairy sector, with more than 100 years of heritage, and is driving growth across new markets.
It is also investing in marketing to support the ROI launch, to build brand awareness.
Monika Werthén, global CMO of PROfeel said, “Our commitment to driving innovation has helped us to build a strong brand in PROfeel over the last two decades, reacting to the needs of consumers and predicting market trends.”
“The performance of the brand across Europe, along with the hugely positive reception to its launch in the US this summer, is testament to our uncompromising approach to quality, taste, and protein innovation designed to meet the needs of modern consumers.”
The brand prides itself on inclusivity.
Rather than relying purely on functional products that do the job but lack the joy, PROfeel aims to deliver delicious high-protein options that fit within the busy modern lifestyles of everyone from busy mums to commuting office workers.
PROfeel products are rich in protein, low in fat, lactose-free and made from high-quality milk.
Read more: Kellogg’s, Dunnes Stores crown Tipperary winners
© 2025, ShelfLife by Ryan Brennan
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