A new range of fortified Irish yogurt will have considerable benefits for an ageing population, according to its makers, M&J Nutrition.

ProU is a fortified yogurt that offers nutritional benefits for bone and muscle health and will be introduced at the Bloom Festival, which runs from June 2 to June 6, before appearing in SuperValu outlets in the Dublin area from June 10. Listings with other multiples are also being sought.

M&J Nutrition was founded by Wexford duo Michael and Jane Murphy, and ProU, made by Killowen Farm, is their first product to go on the market.

Michael Murphy said: “The Irish yogurt market is worth €260m annually and we see a real opportunity here, as we know from our research that consumers are seeking natural, whole foods that are good for them. Each 150g pot of ProU contains more than 10 grammes of  protein, all your daily Vitamin D requirements and over 80% of daily calcium requirements.

"Ireland has an ageing population, with 540,000 people aged over 65. This is set to rise to 1.4 million people in the next 25 years. Naturally fortified foods such as ProU become increasingly important, because we can start to lose bone and muscle strength from as early as our 30s and 40s."

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Murphy added: “Over 60% of yogurts are imported and we’d like to change that statistic. ProU has the best of Irish produce and natural ingredients and research tells us that one third of Irish consumers are looking for healthier options.”

Michael Murphy has invested €100,000 in the startup, which employs three people.

Photo: Michael and Jane Murphy