The Hershey Company has made a minority investment in snacking brand Fulfil as it continues to bolster its portfolio with better-for-you snacks.

The funding from Hershey complements a minority investment from Allied Irish Banks in 2018.

Launched in Dublin in 2016, Fulfil has grown to outsell a number of traditional chocolate snack bars in the UK and Ireland – wher it is now named a top 50 consumer brand.

“This incredible success has come as a result of disrupting the traditional snacking market by delivering great-tasting bars with nutritional benefits—high protein, low sugar and essential vitamins,” said Brian O’Sullivan, CEO of Fulfil Holdings, the owner of Fulfil.

In 2017, Hershey announced its snacking powerhouse vision, expanding its snacking portfolio to include better-for-you snacks to complement its iconic confection brands.

The partnership will create opportunities in new occasions among new consumer segments and markets.