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Our Ranges

Introducing the Applied Nutrition Ranges

Applied Nutrition

Launched in 2014, “Applied Nutrition” is the Group’s original and broadest range, which is aimed at serving consumers across their entire fitness journey, catering to all levels of fitness, as well as consumers with a broader focus on health and wellness, providing a premium trusted product at a competitive price point.

The “Applied Nutrition” range has an established market position in protein powders, particularly with its Critical Whey and Critical Mass products. It also has the largest category and product breadth of the Group’s four ranges, with 79 products and 358 SKUs as at the end of FY24. Primary routes-to-market for the “Applied Nutrition” range are diverse, and include B2B via retail (grocery, convenience, discounter and speciality), distributors, and gyms and sports clubs alongside D2C via the Group’s websites and Amazon.

All Black Everything (ABE)

Launched in 2016, “ABE” is a highly formulated, premium range which is primarily targeted at experienced consumers and professionals who want to optimise for higher sport performance.

“ABE” was originally launched as a pre-workout range of products, but has since been extended by the Group to incorporate additional products. “ABE” is positioned in the market as a premium range and a leading pre-workout brand. “ABE”‘s primary routes-to-market include retail (speciality grocery and convenience), distributors, and gyms and sports clubs alongside sales direct to the customer via the Group’s website.

BodyFuel

Launched in 2023 in response to a fast-growing consumer trend in hydration, “BodyFuel” has since grown into a range of entry-level products aimed at price-conscious consumers, often at the start of their sport nutrition journey. The Group has built out the range into adjacent categories, including pre-workout and intra-workout categories, as well as providing products in different formats, such as cans, shots and gels.

Given its target consumer, “BodyFuel” is primarily available in discount or convenience retail channels. However, its routes-to-market also include D2C sales via the Group’s websites.

Endurance

Launched in 2022, “Endurance” is a range of specialist products targeted at cyclists, runners and other endurance athletes who want a performance and strength boost during their endurance related physical activities. The Directors believe that the “Endurance” range presents an opportunity to disrupt incumbents through the innovation it brings to the category.

The primary routes-to-market for “Endurance” include retail (grocery, speciality and discounter), distributors, and gyms and sports clubs alongside sales direct to the customer via the Group’s website.