Women's active nutrition brand FITSHE available in Dutch supermarkets

24 Jul 2017 --- FITSHE, the manufacturer of 100 percent natural protein products for active women, has announced that its protein bars are now available in a selection of Dutch supermarkets. FITSHE was established by Caroline Glasbergen, CEO and founder of the brand, in 2015 and targets women with an active lifestyle.

“I discovered that many women do not eat after exercising, despite this being essential for the body’s recovery. As a female entrepreneur, I want to change this,” Glasbergen says.

Previously, FITSHE sold its products mainly through online channels, as well as at the Dutch high-end department store Bijenkorf. By offering the protein bars at Dutch supermarkets AH-to-Go and Marqt, the brand is making its first steps towards expanding into the market.

Speaking to NutritionInsight, Glasbergen says that the bars are produced in Scandinavia and contain organic pumpkin seed and rice proteins, guaranteeing that the products are 100 percent vegan.

“I want women to take care of themselves, maintain a healthy lifestyle and achieve their goals in their best physical shape,” Glasbergen says. 

“To reach my goals, I have partnered up with investment company Fortino Capital, which has experience in the scaling of companies. Thanks to this partnership and the investment Fortino Capital has made, I can focus on the future of the company,” Glasbergen says.

Matthias Vandepitte, Partner at Fortino Capital, says: “The protein market has always been focused on men. Caroline recognized this and two years ago brought some welcome change to the situation. We support her vision and strength, and are proud that Caroline and her brand have reached this milestone.” 

According to the company, FITSHE is a well-established name, recognized and appreciated by active Dutch women. Ninety percent of the female readers of the Dutch Women’s Health would recommend the vegan protein bars. 

by Lucy Gunn