Our History

Formed, launching with Critical Mass product

Recieved Informed Sport certification
In-house NPD and manfacturing established
Entry into EU

Launched ABE range

Products sold in 15 countries and entry into the Middle East with Dr. Nutrition

Range grows to >30 products
First Grab-and-Go products launched

International growth stretches into APAC

Moved to the new HQ in Knowsley, with 44k sq. ft. capacity

Acquires 32% stake in the company

Launched in the USA
Addition of second UK warehouse (47k sq. ft.)
Launched the range focussed on endurance sports community such as running, cycling, and swimming

Collaborated with Swizzels and Millions
Launched into Walmart in US
Introduced automation within manufacturing facility
US CEO Aaron Heidebreicht recruited
Launched with several UK Grocers
Expansion of manufacturing capacity