Irish brands Fulfil and Mude gain access to the Spar International network

Both brands will gain access to selected buying teams across the 48 countries in which Spar operates worldwide



22 June 2021

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 Two of Ireland’s most exciting food brands, Fulfil and Mude, have secured potentially highly valuable commercial agreements with Spar International, as part of the group’s ‘Challenger Brand Programme’ which connects the Spar network across the world with pioneering food brands which have strong international growth potential.

Through these commercial agreements, Fulfil, based in West Dublin, and Mude, based in County Kildare, will gain access to selected buying teams across the 48 countries in which Spar operates worldwide. Both brands are already in consultation with Spar internationally as part of their new commercial agreements.

Spar International’s Brand Challenger Programme was established in 2019 with the aim of identifying innovative and purpose-driven brands capable of disrupting the food and beverage industry. Through this programme, each of Spar’s 48 markets globally have the opportunity to nominate extraordinary candidate brands that meet a strict set of criteria.

Fulfil and Mude are the first Irish brands to have secured places in the programme and to obtain international commercial agreements as a result, having been nominated by BWG Foods, owner of Spar Ireland.

Fulfil was selected based on its track record of disrupting the protein bar category through its portfolio of innovative products that prioritise high protein, vitamins, and low sugar. Mude, a carbon neutral beverage company, was selected based on its strong commitment to sustainability and transparency in creating healthy, functional drinks. As a prerequisite, both brands were required to demonstrate their ability to uphold robust supply chains in meeting increased international demand as they continue to expand.

“From working closely with the teams in Fulfil and Mude and having observed how they have successfully disrupted the Irish market in their respective categories, it’s clear that these brands have significant potential for international growth,” said Simon Marriott, chief operations officer, BWG Foods.

Tobias Wasmuht, CEO of Spar International added: “Fulfil and Mude fit with Spar’s goals of introducing innovative, purpose-driven brands with a proven success in one or more markets, to new regions through our international network. These agreements offer a global platform to both companies to replicate their success in Ireland and grow their market presence together with Spar worldwide.”

Fulfil first listed with BWG Foods in 2016 and experienced high sales growth, gaining significant market share in the bar category. Fulfil is now on sale in approximately 400 Spar stores across the country. Mude was first listed with BWG Foods during the pandemic in September 2020 and is projected to experience strong sales growth over the coming summer period.



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