The GAA and the Gaelic Players Association have endorsed a new Irish protein brand called ‘In the Zone’ which will be on sale in retail outlets over the coming weeks.

Billed as The Official Players Choice, the new brand from East Coast Bakehouse will include two high protein, low-sugar cookies both with 20g of protein, as well as two high protein biscuits with 10g of protein.

The range is designed to target health-conscious consumers and is billed for players as ‘the perfect pre or post-game snack.’

“We are delighted to team up with East Coast Bakehouse today’s announcement,” said GPA CEO Tom Parsons.

“Nutrition plays a vital role as players prepare and recover from training and games and In the Zone is a great way for them to top up on their protein.”

“Money generated from the sale of In the Zone will go directly to helping all our members, male and female, and we thank East Coast Bakehouse for that support.”

“This is an exciting new development and one that the GAA are hugely enthused by.,” added Peter McKenna, Commercial and Stadium Director.

“We are delighted to partner with a local Irish brand in East Coast Bakehouse to bring a product to the market that meets the need of players’ nutritional requirements.”

In the Zone plans to get into the heart of the GAA community through launching an Ambassadors Club, bringing players on board at all levels across the country to support the launch. The brand is also looking to support players through employment opportunities.

“We are incredibly excited to launch this new Irish protein brand, and we are proud to launch it with the endorsement of the GAA and GPA,” said Sean Murphy, Managing Director of East Coast Bakehouse.”

“It is no secret there is continued growing demand for high protein snacking options, but the majority of these protein snacks are imported into Ireland.”

“We are confident that there is a significant opportunity for Irish retailers and consumers to support a great tasting Irish protein brand, with product proudly made in Ireland.”

“We’ve had a fantastic consumer response already, and we look forward to building momentum with a strong consumer launch plan to drive brand awareness and product trial”.

In another nice link with the GAA, In the Zone is available nationwide at launch in All Ireland Championship sponsors Supervalu and Centra stores.