Finnish Dairy Giant Valio Launches High-Protein Brand PROfeel in Ireland

Finnish dairy giant Valio is set to launch its high-protein brand, PROfeel, in the Republic of Ireland this autumn. Known for its high protein content and appealing taste, PROfeel aims to cater to consumers seeking nutritious and convenient food options. The initial launch will feature products like PROfeel Chocolate Pudding and Vanilla & Meringue Pudding, each offering 20 grams of protein per serving, along with Chocolate and Strawberry Ice Cream Protein Milkshakes providing 25 grams of protein per serving.

Valio, a company with over a century of experience in the dairy sector, is expanding its reach by entering new markets, including Ireland. The products will be available in Dunnes Stores, a major retail chain in the country. The company is investing in marketing efforts to increase brand awareness and support the launch.

Since its inception in Finland in 2005, PROfeel has expanded across the Nordic and Baltic regions, and more recently, entered the US market in mid-2025. The brand has responded to the growing consumer demand for high-protein and low-fat food options that support active and busy lifestyles.

Monika Werthén, the global Chief Marketing Officer of PROfeel, emphasized the brand's commitment to innovation and quality, noting the positive reception it has received in previous markets. She stated, "Our commitment to driving innovation has helped us to build a strong brand in PROfeel over the last two decades, reacting to the needs of consumers and predicting market trends."

PROfeel products are not only rich in protein but also lactose-free and made from high-quality milk, appealing to a wide range of consumers, including those with dietary restrictions. This inclusive approach aligns with the brand's mission to provide nutritious and enjoyable products for everyone.