ProU Yogurt

Membership approved until 1st May 2018

Business Background


Product Range
ProU Greek Style Strawberry, ProU Greek Style Raspberry, ProU Greek Style Mango & Passion Fruit and ProU Greek Style Natural

Specialists In
Providing nutritional solutions with a view to keeping bones and muscles healthy.

Michael and Jane Murphy started M&J Nutrition as a platform to create the brand ProU. Their journey began beside a hospital bed, and quickly led them to the brightest scientific minds and the best Irish farms in a quest to create a great-tasting, life-enhancing product.

At the end of 2014, a bedbound family member’s lethargy made the couple question the need for specialised nutritional products to mitigate the impact of age-related conditions in people in their 40s and 50s.

With that thought in mind, they contacted renowned dietician, Richelle Flanagan. She agreed with their assertion and confirmed that there was no similar Irish product on the market. From that, a fantastic working relationship commenced.

Similar relationships with Teagasc and Enterprise Ireland compounded the couples’ self-belief, while a 20-year career with Bord Bia ensured they knew exactly where to source the best ingredients.

Now, with milk from the famous Dunne farm of Killowen, fruit from Döhler’s best European estates, and nutrition from Glanbia’s leading minds at the core of every ProU pot, the Murphys hope U enjoy the results as much as they enjoyed making it.

Key Sustainability Commitments

Raw Material Sourcing

  • Commitment to source 25% of fruit compote from Irish suppliers with recognised sustainability certifications by 2019 from baseline 2016.
  • Replace external in-store plastic packaging with sustainably certified cardboard packaging sourced locally.
  • Study the feasibility of substituting all packaging components for more environmentally friendly alternatives by 2021.
  • To maintain total percentage by weight of Irish ingredients above 90%.

Manufacturing Processes

  • Improve the environmental performance of head office by introducing a waste management system, only using recycled or FSC certified paper, implementing energy reduction practices and by minimising water use.

Social Sustainability

  • Educate 2,000 consumers on bone and muscle health through creating innovative workshops, dietician talks, In-store tastings and PR by 2019.
  • Increase the number of healthy recipes on the website to 24 by 2019.
  • Increase sponsorship of events and host sports/activity events, accumulating to the cost of €6,000 by the end of 2019.

Unique Selling Points

ProU Yogurt is the first of its kind on the Irish market. It contains 100% of your Vitamin D RDA, along with 80% of your calcium and 10g of protein. With two times the protein, three times the calcium, and three times the Vitamin D of regular yogurts, every pot contains everything a body requires to maintain healthy bones and muscles.

Awards & Accreditations

  • Killowen Farm –  BRC Quality Assurance

Case Study


M&J Nutrition was founded by Michael and Jane Murphy in 2016 with the goal of offering high-functionality, high-quality yogurts that enhance the health and wellbeing of consumers.

M&J Nutrition offers a range of naturally fortified yogurts under the ProU brand. ProU is a new range of naturally fortified Greek –style yogurt. It is the first of its kind on the Irish and UK market offering added calcium, vitamin D and protein, all in one.

The company worked with scientists from Teagasc, Ireland’s agriculture and food authority in the development of the product and has outsourced production to Killowen Farm, a verified Origin Green member.

The range is currently available in selected SuperValu, Tesco and Dunnes Stores outlets.

Sustainability credentials

Sustainability is embedded in M&J Nutrition’s outlook and the company takes a whole-supply-chain approach to the issue, involving manufacturer (Killowen) and the company’s most important supplier (Glanbia), both of which are Origin Green verified members. The company believes in its ability to deliver a 100% Irish food product, which can actively enhance the health and wellbeing of consumers. This helps position both the brand and the Irish dairy industry generally, at the forefront of innovation and sustainable food production.

Origin Green in action

M&J Nutrition’s participation in Origin Green will focus on actions in the areas of raw material sourcing, resource efficiency, and social sustainability. In the area of raw material sourcing, it commits to sourcing 25% of fruit compote from Irish suppliers with recognised sustainability certifications by 2019. From 2017 onwards, it will utilise sustainable, certified cardboard packaging sourced locally while undertaking a feasibility study on using environmentally friendly alternatives for all packaging by 2021. A stretch target is to maintain total percentage by weight of Irish ingredients above 90%.

The company commits to improving the environmental performance of its shared-space offices and will minimise waste produced, using recycling opportunities for office materials where possible.

Social responsibility

As a small, innovation-driven company-building public awareness is critical to the brand’s development. The company donates up to 500 pots of yogurt per week to local sporting, charity and social groups. It has also developed, with the help of a dietician, a health professional bone and muscle guide for consumers and will increase the number of healthy recipes on its website to 24 by 2019 in line with the Origin Green health and wellness aspect.

M&J Nutrition also works with Food Cloud to help reduce food waste. This programme distributes products with a short shelf life to the people who need it most.

Ongoing Improvement

The company is passionate about promoting health and wellbeing among consumers by educating them on the importance of Vitamin D, calcium and protein in their diets, as well as the benefits of consuming such nutrients as part of an active lifestyle. They plan to help educate customers by creating and hosting a series of workshops/dietician talks in 2018 and 2019. One event will be held per month with an average of 20 participants.

Additional education will be provided to the general public on the importance of weight-bearing exercise and maintaining bone


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