Applied Nutrition

What Applied Nutrition does

Applied Nutrition plc is a Liverpool-headquartered sports nutrition and health & wellness company that designs, manufactures, and sells a portfolio of more than 100 products across protein powders (whey, isolate, beef, casein, vegan, clear), pre-workout formulations under the ABE (All Black Everything) range, creatine supplements, hydration and electrolyte products, amino acids, and adjacent wellness categories including marine collagen, vitamins, and licensed confectionery co-branded SKUs. The business runs a multi-channel go-to-market: direct-to-consumer e-commerce on its own Shopify storefront with a mobile app, subscription/loyalty mechanics, and broad UK retail distribution across Morrisons, B&M, health retailers, gyms, and discounters, plus an 80+ country international footprint and a planned US launch into 2,200 Walmart and 1,300 GNC stores from August 2026. Its technology base is formulation- and brand-led rather than software-led, with proprietary product technology including time-release micellar casein, Breathe Easy airway-opening pre-workout gels, a Creatine+Peptide combination, and Diet Whey with metabolic support ingredients; production is supported by UK manufacturing (GMP, ISO 22000, BRC, Halal, Informed-Sport certified) and the newly acquired Nutrablend facility in Buffalo, NY.

Revenue is generated through three streams: (1) one-time direct product sales via DTC and retail, (2) capital-light licensing and royalty income (notably the three-year exclusive Morrisons deal covering 53 food SKUs including the UK's first supermarket-exclusive GLP-1 friendly ready meals), and (3) US manufacturing and contract production capacity from Nutrablend (up to $300m annual capacity). Pricing is unit-based with broad ranges (£1.10 protein snacks to £74.95 premium protein tubs) and an addressable customer base spanning gym-goers, mainstream wellness consumers, women and working mothers (via the Coleen Rooney range), and the emerging GLP-1 medication user segment. The company IPO'd on the London Stock Exchange in October 2024 at ~£350m valuation, joined the FTSE 250 in December 2025, and as of February 2026 had a market capitalization of ~£641m, with FY26 revenue guidance of approximately £148m and H1 FY26 pre-tax profit of £20.9m.

Name

Applied Nutrition

Legal name

Applied Nutrition plc

Website

https://appliednutrition.uk

Company type

Public

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Applied Nutrition plc is a UK-based sports nutrition and wellness company selling 100+ products (protein, pre-workout, creatine, hydration, supplements) via DTC e-commerce, UK retail, 80+ countries, and a planned US launch into Walmart and GNC, with capital-light food licensing and US manufacturing from its Nutrablend acquisition.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Health Supplements

NAICS

Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191), Snack Food Manufacturing (31191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Isotonic Drink Production (AFAFAFAB), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)

Keywords

• Sports nutrition supplements
• Protein powders
• Pre-workout formulas
• Hydration products
• Functional health beverages

Headquarters

HQ city

Knowsley

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct Product Sales: Sale of sports nutrition supplements (protein powders, pre-workout, creatine, hydration products) and health & wellbeing products (collagen, vitamins) directly to consumers via e-commerce and through retail partners including grocers, health retailers, and gyms. Revenue is generated through one-time purchase transactions with recurring purchase behavior from loyal customers.
2. Licensing & Royalty Revenue: Out-licensing agreements where partners (e.g., Morrisons) formulate, manufacture, and sell Applied Nutrition-branded food products. This requires no capital expenditure from Applied Nutrition and generates licensing/royalty income. Morrisons launched 53 products including GLP-1-friendly ready meals across 400 UK stores.
3. US Manufacturing & Production: Following the Nutrablend acquisition, Applied Nutrition now operates US manufacturing capacity producing up to $300m of revenue per year. Production includes powder filling and stick-pack formats for both proprietary products and potential contract manufacturing.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Applied Nutrition is a UK-based sports nutrition and health & wellness company that designs, manufactures and sells a portfolio of over 100 supplements, functional beverages and food products. The core offering spans protein powders (whey, isolate, beef, casein, vegan and clear), pre-workout formulations (ABE range in powders, cans, gels and shots), creatine, hydration/electrolyte products, amino acids, collagen and vitamins, alongside licensed ready meals and candy-branded sports nutrition products.

Product overview

Applied Nutrition is a Liverpool-based sports nutrition and health and wellness company offering a comprehensive portfolio of over 100 products across multiple delivery formats. The core offering includes protein supplements (whey, isolate, beef, casein, vegan, and clear proteins), pre-workout products (ABE range in powders, cans, gels, and shots), creatine supplements, hydration and electrolyte products, amino acid formulations, and health supplements (collagen, vitamins, omega). Key sub-brands include BodyFuel (value positioning), Coleen Rooney's exclusive collection (targeting women and working mothers), and the 40+ Wellness Range. The company operates primarily direct-to-consumer via its Shopify e-commerce platform and through retail partnerships including Morrisons (food licensing), Walmart, and GNC. Recent expansion includes GLP-1 weight-loss drug user targeting products and licensed candy-branded sports nutrition via Mondelēz International partnership.

Differentiator

Problem solved

Functional benefit

Brands

• ABE (All Black Everything): Flagship pre-workout and performance nutrition range featuring high-stimulant products, energy drinks, and gels. The brand's most recognizable sub-brand with multiple product variations including the popular ABE pre-workout powder and Slush Puppie collaboration.
• Bodyfuel
• Critical
• BEEF-XP
• Coleen Rooney's Range
• Endurance
• 40+ Wellness Range
• Vitality
• Solutions
• Informed-Sport

Products and services

• Critical Whey Protein Premium whey protein powder in 13 flavours, in sizes from sample sachets to 2kg tubs, designed to support muscle growth and recovery. Targeted at gym-goers, bodybuilders and active consumers.
• ISO-XP Whey Protein Isolate High-quality whey protein isolate powder in 12 flavours, formulated for lean muscle support with minimal fat and carbohydrates. For athletes and physique-focused consumers.
• BEEF-XP Clear Beef Protein Isolate Clear, dairy-free beef protein isolate made from 100% hydrolysed beef, delivering over 27g of protein per serving with zero sugar and low fat, available in 11 flavours. For dairy-intolerant or lactose-sensitive consumers.
• ABE (All Black Everything) Pre-Workout Range Flagship pre-workout line in multiple formats (powders with 14 flavours, energy drink cans with 10 flavours, gels, shots) using high-potency stimulant formulations. For serious gym-goers and pre-workout users.
• Creatine Monohydrate Range Creatine supplement range in powder, capsules, effervescent tablets and gummies, with variants combined with peptide, hydration, HCL and HMB. For strength and power athletes.
• Endurance Hydration Electrolyte Products Hydration range including electrolyte tablets, powders, drinks and stick packs designed for sustained energy and hydration during exercise. For endurance athletes, runners and active consumers.
• Micellar Casein Protein
• Marine Collagen Supplements
• BodyFuel Sub-Brand Range
• Coleen Rooney's Exclusive Collection
• 40+ Wellness Range
• Clear Protein Products
• Vegan Protein Powders
• Protein Bars, Snacks & Drinks
• Amino Acid Supplements
• Health & Wellbeing Supplements
• AN Supps Candy-Branded Sports Nutrition
• AN-branded Morrisons Ready Meals and Food Range

Quantifiable outcome

• Revenue of £74.5m in H1 FY26, up 56.5% year-on-year
• +3 more outcomes

Named customers5 records

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered major and core.

• Mondelez InternationalmajorOEM/ Whitelabel/ Licensing Partner · 1 June 2026Collaboration to develop and manufacture AN Supps & SOUR PATCH KIDS and AN Supps & SWEDISH FISH branded sports nutrition products. Products will be distributed through Walmart (2,200 stores) and GNC (1,300 stores) from August 2026, representing significant US retail expansion.
• Nutrablend GroupmajorStrategic or Co-development Partner · 1 June 2026Acquired majority of assets of US-based Nutrablend Group for $16m (£12m) cash. Includes six-acre production and logistics facility in Buffalo, NY with five powder filling lines and three stick-pack machines, providing up to $300m revenue capacity per year. Expected to be earnings-enhancing from FY27 with at least $30m revenue contribution at high single-digit EBITDA margin.
• MorrisonscoreOEM/ Whitelabel/ Licensing Partner · 19 December 2025Exclusive three-year licensing agreement making Morrisons the first licensee to formulate, produce, and sell Applied Nutrition-branded meals and food products. Morrisons launched 53 high-protein products across 400 UK stores from January 2026, including the UK's first supermarket-exclusive range of GLP-1 friendly ready meals. No capital expenditure required from Applied Nutrition.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Myprotein: UK-based sports nutrition brand owned by THG, offering protein powders, pre-workouts, creatine and vitamins across similar channels and demographics. Closest direct competitor to Applied Nutrition in UK mainstream sports nutrition retail.
• Grenade: UK sports nutrition brand specializing in protein bars, powders and high-stimulant pre-workouts, with comparable retail distribution in grocers and gyms. Direct rival for Applied Nutrition's ABE pre-workout and protein bar lines.
• Optimum Nutrition: Global sports nutrition brand (part of Glanbia) with flagship Gold Standard Whey and pre-workout lines, competing head-to-head in the same protein and performance categories across both UK and US retail.
• Bulk Powders: UK-based sports nutrition manufacturer and retailer selling proteins, creatine, BCAAs and supplements directly to consumers. Comparable product breadth, pricing and direct-to-consumer-led business model to Applied Nutrition.
• Maximuscle: Long-established UK sports nutrition brand offering protein, creatine and recovery products in grocery, health and fitness retail. Comparable in UK positioning and product overlap with Applied Nutrition's core range.
• USN (Ultimate Sports Nutrition): Sports nutrition brand with strong UK and European presence across protein, pre-workout and hydration categories. Competes for the same gym-going and athletic consumer base served by Applied Nutrition.
• PhD Nutrition: UK sports nutrition brand with a similar mainstream-grocer distribution strategy, offering protein powders, bars and diet products directly comparable to Applied Nutrition's BodyFuel and Critical lines.

Others

• MuscleTech:

Broad incumbents

• Glanbia Performance Nutrition: Parent of Optimum Nutrition and other performance nutrition brands, with global manufacturing, R&D and distribution capabilities. Relevant broad incumbent reference point for Applied Nutrition's growth and margin profile.
• Herbalife: Large multi-channel nutrition company offering protein shakes, meal replacements and supplements globally. Comparable at the portfolio level for category breadth and international distribution, though using a very different direct-selling model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/appliednutri
• YouTubeyoutube.com/@appliednutritionuk
• Facebookfacebook.com/AppliedNutritionUK
• LinkedInlinkedin.com/company/applied-nutrition-ltd
• Instagraminstagram.com/appliednutritionuk
• TikToktiktok.com/@appliednutritionuk

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Applied Nutrition