Whole Supp puts Body Fuel in 60 Applegreen stores across Ireland

Irish nutrition brand Whole Supp has expanded its ready-to-drink complete meal, Body Fuel, into 60 Applegreen stores nationwide. The listing gives the challenger brand wider physical retail access across 21 counties as it looks to win repeat purchases from commuters and convenience shoppers.

Why it matters: - Body Fuel is now available in 60 Applegreen stores across Ireland, giving Whole Supp a larger national retail footprint. - The listing matters for an Irish challenger brand competing against much larger nutrition brands with bigger marketing budgets. - Wider shelf access could make it easier for commuters and convenience shoppers to buy a complete meal without prep.

What happened: - Whole Supp launched Body Fuel, its ready-to-drink complete meal, in 60 Applegreen stores nationwide across Ireland. - The stores are spread across 21 counties. - Body Fuel is also sold online at Whole Supp. - Customers can find stockists through the Applegreen store locator at locations.applegreen.com.

The details: - Each 475ml carton contains 25g of plant protein. - Each carton includes 6.1g of fibre, with prebiotic inulin for gut health. - Body Fuel contains 25 vitamins and minerals. - The drink includes 7 organic superfoods, including beetroot, spinach and cacao. - Body Fuel has 3.5g to 3.7g of sugar per carton. - The product is vegan, gluten-free, dairy-free and lactose-free. - Body Fuel comes in Chocolate and Vanilla. - Whole Supp was founded in Ireland by former professional athlete Darren O'Reilly and performance nutrition scientist Dr Brian Carson. - Applegreen has more than 200 stores nationwide and serves millions of customers in Ireland each year.

Between the lines: - The store rollout signals a move from online and brand-led awareness to high-frequency convenience retail. - Whole Supp is leaning on product nutrition claims and portability rather than traditional sports-nutrition positioning. - O'Reilly said the harder part is moving product off the shelf, and he credited customers for helping secure the listing. - The brand said every order, review and referral helped put Body Fuel into retail.

What's next: - Whole Supp will look for repeat purchases to prove demand in Applegreen stores. - The brand may use the rollout to support further retail expansion beyond the current 60-store listing. - Consumers can continue buying Body Fuel through Whole Supp's online store and selected Applegreen locations.

The bottom line: - Body Fuel's Applegreen rollout gives Whole Supp a meaningful step into mainstream convenience retail across Ireland.