TRIBE

What TRIBE does

TRIBE (legally Everyday Adventures Ltd) is a London-based, privately-held natural sports nutrition brand founded in 2013 by Tom Stancliffe, Rob Martineau, and Guy Hacking, following a 1,000-mile Ukraine-to-Croatia run to raise funds against human trafficking. The company produces plant-based protein bars and shakes under the positioning "Natural Energy. Nothing Else," emphasizing 100% natural ingredients with no artificial sweeteners, preservatives, or emulsifiers. Its core product portfolio includes Protein Flapjacks (7g plant protein, 6g fibre per 50g bar), Protein + Focus Bars (with Lion's Mane, Panax Ginseng, Ashwagandha, and B-vitamin complex), TRIBE x Wildfarmed regenerative-oat bars, and Vegan Protein Superblend shakes (20g plant protein with adaptogens, pre/probiotics, and 13 vitamins/minerals).

TRIBE sells through three primary channels: (1) direct-to-consumer e-commerce at wearetribe.co with a subscription model (40% first order, 30% recurring), tiered build-a-box discounts (10-25%), and a TRIBE Loyalty Miles program; (2) UK grocery and health retail including Waitrose, Tesco, Sainsbury's (UK-wide since 2019), Morrisons, Asda, Boots, Whole Foods Market, The Co-operative, and Booths; and (3) Amazon Marketplace. Pricing is in GBP, with protein powder at £18.99 (500g, 13 servings), single bars at £2.00, and trial packs at promotional pricing to drive first-purchase conversion.

The brand is differentiated by an embedded social mission — 1p from every bar sold goes to the TRIBE Freedom Foundation, which has raised over £2.4m since 2013 supporting 1,000+ survivors of modern slavery through 10 frontline charity partners. The community is mobilized through Run for Love multi-day endurance events, marathon teams, and the fortnightly Tempo Run Club. The company has raised approximately £6m+ across five disclosed funding rounds (2017, 2019 x2, 2022, 2025), with backers including Mercia Ventures, Yeo Ventures, and Crowdcube retail investors. Headcount sits at 11-50 employees, and the company remains UK-focused with no disclosed international expansion.

Name

TRIBE

Legal name

Everyday Adventures Ltd

Website

https://wearetribe.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

TRIBE is a London-based, privately-held natural sports nutrition brand founded in 2013 that sells plant-based protein bars and shakes (featuring adaptogens, pre/probiotics, and regenerative oats) direct-to-consumer, through major UK grocery and health retailers, and on Amazon, with a brand mission of funding anti-modern-slavery work via the TRIBE Freedom Foundation.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)

Keywords

• Plant-based protein bars
• Vegan sports nutrition
• Natural energy snacks
• Protein flapjacks
• Functional nutrition shakes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through own website (wearetribe.co) with subscription boxes and one-time purchases. Subscription model offers 40% off first order and 30% recurring discount with free gift on second subscription order. Build-a-box model provides 10-25% discounts based on quantity (10-25 items).
2. Retail/Wholesale Distribution: Products sold through major UK retail chains including Waitrose, Tesco, Sainsbury's, Morrisons, Asda, Boots, The Co-operative, Whole Foods Market, and Booths. Wholesale/supply model to retail stockists.
3. Amazon Marketplace: Products available through Amazon, expanding reach beyond direct website sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

TRIBE produces and sells plant-based, natural-ingredient protein flapjack bars, protein + focus bars with adaptogens (Lion's Mane, Ginseng, Ashwagandha), and a Vegan Protein Superblend shake. Products are sold direct-to-consumer via wearetribe.co (with subscriptions and build-a-box), through major UK supermarket chains, on Amazon, and complemented by trial packs, a branded shaker, and merchandise. 1p from every bar sold funds the TRIBE Freedom Foundation to fight modern slavery.

Product overview

TRIBE is a UK-based natural performance nutrition brand specializing in plant-based protein bars and shakes. The product portfolio consists of four primary bar ranges — TRIBE Protein Flapjacks (gluten-free, 7g protein), Protein + Focus Bars (with Lion's Mane, Ginseng, and B vitamins for cognitive support), TRIBE x Wildfarmed Flapjacks (made with regeneratively farmed oats), and Protein Energy Bars (gluten and dairy-free) — plus a Vegan Protein Superblend shake powder delivering 20g protein with adaptogens and gut-health ingredients. Trial packs, a branded shaker cup, and TRIBE merchandise round out the offering. The brand is built around a social mission: every product sold and event hosted supports the TRIBE Freedom Foundation to fight modern slavery.

Differentiator

Problem solved

Functional benefit

Brands

• TRIBE Freedom Foundation: A community charity on a mission to end modern slavery. The foundation was inspired by the original Run for Love 1000 and has raised over £2.4 million partnering with 10 front-line charities to support over 1,000 survivors of modern slavery.

Products and services

• TRIBE Bars (Protein Flapjacks) Award-winning plant-based protein flapjack bars available in multiple flavors (Chocolate Hazelnut, Caramel, Choc Peanut, Raspberry) with 7g plant protein and 6g fibre per 50g bar, made with gluten-free oats, nuts, and 100% natural ingredients. Targeted at fitness enthusiasts and health-conscious consumers seeking convenient on-the-go nutrition.
• Protein + Focus Bars Chocolate-covered vegan protein flapjack snacks delivering 10g plant protein, up to 8g fibre, 100mg Lion's Mane, 100mg Panax Ginseng, and 9 energy and focus nutrients (B vitamins, magnesium) per 60g bar. Designed for sustained energy and cognitive focus without caffeine, for athletes and busy professionals.
• TRIBE x Wildfarmed Flapjacks Soft and chewy energy flapjack bars made with regeneratively farmed Wildfarmed oats, real fruit pieces, and 100% natural ingredients (Apple & Raspberry, Toffee Pecan & Raisin, Blueberry & Almond Butter flavors). UK's first flapjack bar using regeneratively farmed oats, targeted at sustainability-conscious consumers.
• Protein Energy Bars Everyday healthy snack bars with 7g protein and 6g fibre per 50g bar, gluten-free, dairy-free, and pea-protein-free. Available in Choc Chip, White Choc Chip, and Banoffee Choc Chip flavors, for consumers needing convenient everyday plant-based snacking.
• Protein Shakes (Vegan Protein Superblend) All-in-one vegan protein shake powder delivering 20g plant protein per serving, with added KSM-66 Ashwagandha, Lion's Mane mushroom, Panax Ginseng, 13 vitamins and minerals, and pre/probiotics to support recovery, gut health, and focus. Available in Chocolate, Vanilla, and Berry flavors for athletes and active consumers.
• Tribe Protein Shaker 700ml branded shaker cup used for mixing TRIBE protein shakes, sold as a complementary accessory.
• TRIBE Merchandise Branded apparel and accessories including TRIBE Crew Socks, Beanie, Classic Mountain T-Shirt, Classic Mountain Jumper, Classic Mountain Hoodie, Classic Jumper, Cotton T-Shirt, and running caps. Sold to TRIBE community members and event participants.
• 6 Bar Trial Pack Bundled trial pack containing 6 bestselling TRIBE bars (3 Protein + Focus Flapjacks and 3 Wildfarmed Flapjacks) at a promotional price, designed to help new customers discover their favorite flavors.
• TRIBE x Wildfarmed 3 Bar Trial Pack Bundled trial pack containing 3 Wildfarmed flapjacks (Apple Raspberry, Blueberry Almond Butter, Toffee Pecan & Raisin) with a free delivery offer, to drive trial of the regenerative oat range.

Quantifiable outcome

• Over £2.4 million raised for TRIBE Freedom Foundation to fight modern slavery since 2013
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• WildfarmedcoreStrategic or Co-development PartnerUK's first flapjack bar using regeneratively farmed Wildfarmed oats. Wildfarmed was founded by Groove Armada DJ Andy Cato, George Lamb and Edd Lees. Regenerative farming focuses on improving soil health, increasing biodiversity, minimising water pollution, reducing carbon, and full traceability. TRIBE x Wildfarmed products are marketed as better for you, better for taste, and better for the planet.
• TRIBE Freedom Foundation Partners (10 frontline charities)coreStrategic or Co-development PartnerCharitable partnerships with 10 frontline organisations providing safe accommodation, counselling, education, medical and legal support to survivors of modern slavery. Foundation was inspired by 1,000 mile run from Ukraine to Croatia to fight human trafficking. Since 2013, raised £2.4m+ supporting 1,000+ survivors.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Graze: UK-born subscription snack brand offering portion-controlled, healthier snack boxes across retail and DTC. Closely comparable to TRIBE on UK-centric positioning, DTC subscription + grocery distribution model, and snack-bar category overlap.
• Pulsin: UK plant-based protein bar and snack brand sold through DTC, health food retail and major supermarkets. Direct competitor on plant-based, clean-label, high-protein positioning and UK supermarket presence.
• Bounce: UK protein ball and protein bar brand with retail listings (e.g., Tesco, Sainsbury's) and DTC sales. Overlaps with TRIBE on plant-based protein snacking, UK grocery channel mix, and active-lifestyle target consumer.
• Naked (Nākd): UK natural snack bar brand (Nākd, TREK, Gorilla Munch) owned by Natural Balance Foods. Directly comparable on wholefood/plant-based, no-added-sugar bar positioning and mass UK supermarket distribution.
• PhD Nutrition: UK sports nutrition brand selling protein powders, bars and shakes across DTC, grocery and gym channel. Comparable to TRIBE on sports-nutrition positioning, plant-protein offering and UK retail distribution.
• Grenade: UK sports nutrition brand best known for Carb Killa protein bars, distributed across UK grocers, health stores and DTC. Direct competitor in UK protein bar category with similar gym/active-lifestyle consumer targeting.

Broad incumbents

• Myprotein: Large UK-founded sports nutrition brand (owned by THG) spanning protein powders, bars, shakes and snacks. Comparable as a UK sports-nutrition incumbent with much broader scale, broader category and multi-channel reach.
• Huel: UK-based complete-nutrition brand (powders, bars, ready-to-drink) with strong DTC, subscription and retail presence. Comparable on UK origin, plant-based/functional nutrition positioning, and DTC + retail distribution model.
• Clif Bar: Established US energy and nutrition bar brand with strong endurance-sport positioning. Comparable to TRIBE on endurance/active-lifestyle target consumer and energy/nutrition bar format, though at much larger scale.
• KIND Snacks: Global nutrition bar brand with a UK footprint and prominent grocery listings. Comparable to TRIBE on better-for-you snack bar positioning, mainstream grocery distribution and clean-label messaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thetribeway
• YouTubeyoutube.com/channel/UCoIFTZ8z86hTx2uA3LlvkEw
• Facebookfacebook.com/thetribeway
• Instagraminstagram.com/tribenaturalenergy

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about TRIBE