Ülker Introduces 5 New Products Under "GO Ahead" Brand

Ülker launched five new products under the "Ülker GO Ahead" brand in line with the increasingly important "Holistic Wellness" trend in recent years. Ülker CEO Mete Buyurgan stated, "With nut and fruit bars that we produce according to strategies adapted to changing consumer behavior and that offer our consumers a delicious experience, we aim to become the strongest brand in this category."

Turkey's leading food brand Ülker entered the nut and fruit bar category with the "Ülker GO Ahead" brand.

Ülker GO Ahead's sugar-free, preservative-free and colorant-free, high-fiber varieties—"Red Berry and Dark Chocolate Nut Bar," "Orange and Dark Chocolate Nut Bar," "Mixed Nuts and Dark Chocolate Fruit Bar," "Dark Chocolate and Peanut 20% Protein Bar," "Strawberry and Cocoa Fruit Confection"—are now on shelves.

Ülker CEO Mete Buyurgan: Holistic wellness trend on the rise since 2020
Ülker CEO Mete Buyurgan noted that the holistic wellness trend, which prioritizes physical, mental and spiritual well-being globally, has accelerated particularly since 2020, and correspondingly, interest in grain, nut and fruit bars has increased in Turkey alongside global trends.
Citing Nielsen Retail Panel 2024 data, Buyurgan stated that Turkey's grain, nut and fruit bar market grew in both revenue and volume in 2024. Consumption increased by 26.7% in volume to 5,580 tonnes, while revenue rose by 108% to TRY 2.9 billion.

Buyurgan also noted that according to global projections, the market worldwide has significant growth potential in the coming period.

Noting that they took initial steps in line with the holistic wellness trend through Ülker Altınbaşak, Ülker Everwell, Ülker Dido Sugar-Free, Ülker 9-Fold Sugar-Free, Ülker Pastil and Ülker Chocolate Sugar-Free brands, Buyurgan stated that to adapt to consumer preferences and dynamic market conditions, they invested in the nut and fruit bar segment with the Ülker Go Ahead brand.

"Over the past 5 years, we brought over 220 products to our consumers"
Stating that they were the brand with the most launches in 2024 (according to Ipsos Household Panel data), Mete Buyurgan continued:

"The food sector must adapt to rapidly changing lifestyles, and innovation becomes the key to offering consumers both delicious and practical options. At Ülker, we constantly develop innovative products for our consumers in line with changing expectations and new lifestyle trends.

Together with our Gum Candy R&D center within Yıldız Holding, we are the only food brand with a total of 3 R&D centers. In 2024 alone, from January through September, we launched a total of 35 new products. Last year, our innovative products, excluding the gum candy category, made up 13% of our total domestic market revenue. Over the past 5 years, over 220 new products have taken their place on shelves. With nut and fruit bars that we produce according to strategies adapted to changing consumer behavior and that open the door to a delicious experience for consumers across every segment, we aim to become the strongest brand in this category."