ProU is the first product from former Bord Bia executive Michael Murphy and Jane Murphy’s Irish start-up M&J Nutrition. Their creation is the first yoghurt product on the Irish and UK market fortified with protein, calcium and Vitamin D to help maintain bone and muscle health from mid-life onwards.

Produced in Co Wexford, ProU has grown exponentially since launching in 2016 and hopes to strengthen its foothold in the Irish yoghurt market, a sector estimated to be worth €260m.

The consumer trend has been leaning towards health and wellness products that offer enhanced nutritional benefits, which ProU provides by the buckets.

ProU aims to allow consumers to take a proactive role in mitigating bone and muscle deterioration through a combination of diet and exercise.

Supported by one of the leading research centers in the country, Teagasc Moorpark, as well as Bord Bia and Enterprise Ireland, ProU Yoghurt was developed to provide the most nutritional yoghurt possible. CL