Ülker enters the nut and fruit bar market with “Ülker Go Ahead”
Türkiye’s leading food brand, Ülker, has introduced five new products under the “Ülker GO Ahead” brand, aligning with the growing “Holistic Wellness” trend. Ülker CEO Mete Buyurgan stated, “With our nut and fruit bars, developed in line with changing consumer behaviours and offering a delicious experience, we aim to become the strongest brand in this category.”
Ülker has entered the nut and fruit bar category with its new brand, “Ülker GO Ahead.” The product range includes five high-fibre bars with no added sugar, preservatives, or artificial colours: “Red Fruit & Dark Chocolate Nut Bar,” “Orange & Dark Chocolate Nut Bar,” “Nut & Dark Chocolate Fruit Bar,” “Dark Chocolate & Peanut 20% Protein Bar,” and “Strawberry & Cocoa Fruit Dessert.” These new products have already hit store shelves.
Mete Buyurgan: the holistic wellness trend has been rising since 2020
Ülker CEO Mete Buyurgan highlighted that the holistic wellness trend, which prioritizes physical, mental, and emotional well-being, has been on the rise globally since 2020. He noted that, in line with global trends, interest in cereal, nut, and fruit bars has increased in Turkey as well.
Citing data from the 2024 Nielsen Retail Panel, Buyurgan stated that Turkey’s cereal, nut, and fruit bar market has grown significantly in both revenue and volume. He reported that in 2024, consumption grew by 26.7% in volume, reaching 5,580 tons, while revenue saw a 108% increase, reaching 2.9 billion TL. He also emphasized that global projections indicate significant growth potential for the market in the coming years.
Buyurgan explained that Ülker took its first steps toward the holistic wellness trend with brands like Ülker Altınbaşak, Ülker Everwell, Ülker Dido No Added Sugar, Ülker 9 Kat No Sugar, Ülker Pastil, and Ülker Chocolate No Added Sugar. To adapt to consumer preferences and dynamic market conditions, Ülker has strategically invested in the nut and fruit bar segment under the “Ülker GO Ahead” brand.
"We have introduced over 220 new products in the last five years"
According to Ipsos Household Panel data, Ülker was the brand with the most product launches in 2024. CEO Mete Buyurgan stated, “The food industry must adapt to rapidly changing lifestyles, and innovation is key to offering consumers both delicious and convenient options. At Ülker, we continuously develop innovative products in response to evolving expectations and new lifestyle trends.”
He also noted that Ülker is the only food brand with three R&D centres, including the Gum & Confectionery R&D Centre within Yıldız Holding. In the first nine months of 2024 alone, the company introduced 35 new products. In 2023, innovative products (excluding the gum and confectionery category) accounted for 13% of Ülker’s total domestic market revenue. Over the past five years, the company has launched more than 220 new products.
Buyurgan concluded, “With our nut and fruit bars, developed through strategies aligned with changing consumer behaviours, we aim to become the leading brand in this category by offering a delicious experience to consumers from all segments.”
