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New Irish protein cookie brand launches

Posted on: 16 Feb 2022

In the Zone is an exciting new Irish protein cookie brand from East Coast Bakehouse, which is 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 is comprised of four 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.


Made in Ireland

“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,” commented Sean Murphy, Managing Director of East Coast Bakehouse. “It is no secret that 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 to support a great tasting Irish protein brand, with product proudly made in Ireland,” he continued. “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.


Positive impact on GAA players

GPA CEO Tom Parsons said, "Nutrition plays a key role in the preparation and recovery from training and matches for inter-county players. That is why we are delightted to establish this partnership with East Coast Bakehouse as the In the Zone range allows players a convenient and tasty way to top up on their protein.

“I would like to thank Sean and the team on behalf of intercounty players for their support. The funding generated by this partnership will have a direct positive impact on their lives.”


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). For distribution, please contact hello@eastcoastbakehouse.com