Turkish Ülker launches “Ülker Go Ahead” brand of protein bar
The new fruit and nut bars are meant to align with the growing trend of holistic wellness.
TURKEY – Ülker, a Turkish multinational food and beverage manufacturer based in Istanbul, has introduced five new products under the “Ülker GO Ahead” brand,
The new product range features five high-fiber bars that contain no added sugars, preservatives, or artificial colors: “Red Fruit & Dark Chocolate Nut Bar,” “Orange & Dark Chocolate Nut Bar,” “Nut & Dark Chocolate Fruit Bar,” “Dark Chocolate & Peanut 20% Protein Bar,” and “Strawberry & Cocoa Fruit Dessert.”
Ülker CEO Mete Buyurgan stated, “With our nut and fruit bars, developed in line with changing consumer behaviors and providing a delicious experience, we aim to become the strongest brand in this category.”
Buyurgan highlighted that the holistic wellness trend, which emphasizes physical, mental, and emotional well-being, has gained traction globally since 2020. He pointed out that, in accordance with global trends, interest in cereal, nut, and fruit bars has also surged in Turkey.
According to data from the 2024 Nielsen Retail Panel, Turkey’s market for cereal, nut, and fruit bars has seen significant growth in both revenue and volume.
In 2024, consumption increased by 26.7% in volume, reaching 5,580 tons, while revenue experienced a remarkable 108% rise to 2.9 billion TL. Buyurgan noted that global projections indicate substantial growth potential for this market in the coming years.
He explained that Ülker has taken its first steps toward catering to the holistic wellness trend with brands like Ülker Altınbaşak, Ülker Everwell, Ülker Dido No Added Sugar, Ülker 9 Kat No Sugar, Ülker Pastil, and Ülker Chocolate No Added Sugar.
To align with consumer preferences and dynamic market conditions, Ülker has strategically invested in the nut and fruit bar segment under the “Ülker GO Ahead” brand.
Buyurgan emphasized the necessity for the food industry to adapt to rapidly changing lifestyles, stating that innovation is crucial in providing consumers with delicious and convenient options.
He noted that Ülker continuously develops innovative products in response to evolving expectations and new lifestyle trends. Ülker is also distinguished as the only food brand with three R&D centers, including the Gum & Confectionery R&D Centre within Yıldız Holding.
The company launched 35 new products in the first nine months of 2024 alone. In 2023, innovative products (excluding the gum and confectionery category) accounted for 13% of Ülker’s total domestic market revenue.
Over the past five years, Ülker has introduced more than 220 new products. According to Ipsos Household Panel data, Ülker had the highest number of product launches in 2024.
“With our nut and fruit bars, which have been developed through strategies aligned with changing consumer behaviors, we aim to become the leading brand in this category by offering a delightful experience to consumers across all segments,” Buyurgan concluded.
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