Irish Startup Wyldsson Launches ProMix Healthy Snack Dispenser at Web Summit

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Wyldsson’s healthy snack products, already very popular with elite athletes, are growing in popularity with elite tech firms, looking to keep their teams fed, happy and healthy.

Wyldsson, a Dublin-based startup that specialises in producing healthy snacks for elite athletes, today announced the launch of its ProMix dispenser, offering a simple way of providing healthy snacks to both elite sports teams and elite tech firms alike.

The management of both elite tech firms and sports teams are placing an increased emphasis on nutrition, as a means of getting the very most out of their highly paid talent. For example, Google recently announced an initiative to reduce the consumption of M&M’s and other sugary confectionary amongst its staff, as it was deemed to have a negative impact on their performance.

Wyldsson was founded with the goal of developing healthy snacks specifically for the needs of elite athletes. Not at all an easy task, according to CEO Dave McGeady, "our products have to be sufficiently healthy so that nutritionists want to recommend them to their athletes, but they also have to be so tasty that pro athletes actually want to eat them. Ticking both of these boxes was not easy. We had to test literally hundreds of different recipes, using dozens of different ingredients until we were able to nail down some products that are genuinely great."

Wyldsson’s roster of customers is impressive, and includes the Munster rugby team, international soccer players (Aiden McGeady - Spartak Moscow & Ireland), European & PGA Tour golfers (including Mikko Ilonen, Fred Andersson Hed and Alex Noren) and Olympic Athletes (Aimee Fuller – Team GB Snowboarder).

Lead nutritionist for Munster Rugby, Dr. Graeme Close, explains what exactly appeals to him about Wyldsson’s products: "Finding decent, tasty snacks for my athletes is always a challenge. I find that while a lot of the rugby guys eat well for their main meals, when it comes to snacks they tend to buy rubbish. Wyldsson’s products are a great post training snack option and are proving very popular with the players."

In an unexpected twist, Wyldsson’s customers are increasingly coming from tech firms, who are looking for healthy snacks for their employees. According to Lauren Solomon, office manager at the highly thought of Dublin-tech firm, Intercom, "Wyldsson’s healthy snacks have been really popular with our team. They’re particularly good as an afternoon snack, to keep the guys going." It was all a very pleasant development, according to McGeady, "We never expected our products to have an appeal outside of the athletic community, but word has been spreading via twitter thanks to some tweets from some of our higher profile customers."

As a non-tech firm, Wyldsson is very much a wild card exhibitor at Web Summit, but the organisers decided to make an exception after having received some samples in the post. McGeady is very excited about the export opportunities presented by Web Summit, "It’s an amazing opportunity for us to showcase our products to tech executives from all over Europe and the US. This is going to open a lot of doors for us, we’re incredibly grateful to the Web Summit team."

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Dave McGeady
since: 10/2012
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