Eliot Holmes
About Eliot
Eliot Holmes brings over 20 years of experience in the food and drink industry, having worked with some of the UK's most iconic brands, including Coca-Cola and Müller. In 2019, he joined FULFIL Nutrition as one of the first members of the UK commercial team, playing a key role in the brand's rapid growth to the No.2 position in the category and its eventual acquisition by Ferrero.
A long-time advocate for the mainstream potential of the protein category, Eliot now leads the UK retail strategy for EMPWR Nutrition Group.
About EMPWR
EMPWR Nutrition Group is a global leader in co-designing, developing, and manufacturing premium protein bars for leading healthy snack brands and retailers. With advanced production facilities in Europe, the U.S., and Canada, we combine worldwide reach with deep local market insight.
The opportunity
Private label is already the #2 brand in UK protein bars and the category is delivering double-digit growth across Europe. Retailers introducing great-tasting private label bars right now will own the shelf for the next decade. The market is moving fast.
The protein bar category has moved well beyond its athletic niche. Today it sits at the intersection of healthy snacking, permissible indulgence and sports nutrition — and that broad consumer relevance is what drives sustained double-digit growth across European markets. The retailers building their private label position now are doing so from a place of strategic advantage.
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