New Irish Protein Cookie Brand – In the Zone!

An exciting new Irish protein cookies brand will hit shelves this month, endorsed by the GAA and GPA.

East Coast Bakehouse have announced the launch of a new Irish Protein brand called In the Zone, created in partnership with the GAA and GPA as The Official Players Choice.

The new range comprises of 4 tasty variants, two high protein low sugar cookies – Soft Bake Double Chocolate flavour and Soft Bake Cookies & Cream flavour, both with 20g of protein, as well as two high protein biscuits with 10g of protein – Crunchy Double Chocolate flavour and Crunchy Salted Caramel flavour.

The range is designed to target health-conscious consumers, who don’t want to compromise on great taste, and is the perfect pre or post game snack.

GPA CEO Tom Parsons said; “We are delighted to team up with East Coast Bakehouse today’s announcement.  Nutrition plays a vital role as players prepare and recover from training and games and In the Zone is a great way for them to top up on their protein.

“Money generated from the sale of In the Zone will go directly to helping all our members, male and female, and we thank East Coast Bakehouse for that support.”

Peter McKenna, Commercial and Stadium Director added; “This is an exciting new development and one that the GAA are hugely enthused by. We are delighted to partner with a local Irish brand in East Coast Bakehouse to bring a product to the market that meets the need of players’ nutritional requirements. I wish everyone involved every success with it and I believe it will make a noteworthy contribution to the Player Development Programme for GPA members.

Sean Murphy, Managing Director of East Coast Bakehouse commented; “We are incredibly excited to launch a new Irish protein brand – In the Zone, and we are proud to launch it with the endorsement of the GAA and GPA. It is no secret there is continued growing demand for high protein snacking options, but the majority of these protein snacks are imported into Ireland.”

“We are confident that there is a significant opportunity for Irish retailers and consumers to support a great tasting Irish protein brand, with product proudly made in Ireland.”

“We’ve had a fantastic consumer response already, and we look forward to building momentum with a strong consumer launch plan to drive brand awareness and product trial”.

In the Zone plans to get into the heart of the GAA community through launching an Ambassadors Club, bringing players on board at all levels across the country to support the launch. The brand is also looking to support players through employment opportunities.

The In the Zone launch follows a strong pipeline of innovation from East Coast Bakehouse, building on the success of their Enrobed range and Vegan range launched last year.

In the Zone is available nationwide in Supervalu and Centra stores now. RSP €2.50