Amino

What Amino does

Amino is a United Kingdom-based direct-to-consumer nutritional drinks company that develops and sells amino acid-based drink formulations targeted at sports performance, muscle recovery, and active lifestyles. Founded in 2017 by siblings Simon and Samantha and operating as Amino Drinks Ltd (registered in England, company number 11121729), the company runs a Shopify-hosted e-commerce storefront at drinkamino.com serving customers in both the UK and the US with multi-currency checkout and free UK shipping.

The product portfolio is built around two core powder drink mixes. FOCUS is a nootropic pre-workout blend delivering 8g of active ingredients per serving (caffeine, tyrosine, creatine, citrulline) at 3 kcal and zero sugar; RECOVERY is an intra-workout EAA/BCAA formula providing 7g of essential amino acids per serving in a 4:1:1 leucine ratio with B-vitamin complex. Both products are vegan, gluten-free, dairy-free, non-GMO, and allergen-free, and rely on plant-fermentation-derived amino acids rather than bird-feather sources — a positioning Amino's materials describe as a first-of-its-kind combination that also solved the historical taste and solubility problems of amino acid products.

Revenue mechanics combine one-time e-commerce sales, a subscription program (#teamamino) with monthly or bi-monthly delivery and a 3-month minimum commitment, gift cards (£10–£100), and branded merchandise. Pricing is set at approximately $21–$28 per 22-serving tub with tiered bulk discounts (14% off two-month, 20% off three-month supply). Marketing is content-led across blog, an educational science section, the BioHacks YouTube podcast, Instagram, Facebook, and an interactive product quiz. Capital base includes a £300,000 loan from the East of England Regional Loan Scheme in August 2023 and additional rounds during 2023, supporting a stated plan to expand operations and headcount beyond the current 1–10 employee range.

Name

Amino

Legal name

Amino Drinks Ltd

Website

https://drinkamino.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Amino is a UK-based direct-to-consumer nutrition brand selling vegan amino acid-based sports performance drink mixes (FOCUS pre-workout and RECOVERY intra-workout) to fitness enthusiasts and athletes globally via Shopify, with subscription and one-time purchase options.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro industry

PRIMARYCRADAGAI

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYAFAFAFAD

Protein & Meal-Replacement Beverage Production (RTD Shakes)

Agriculture & Food Production/Beverage Production/Functional & Nutritional Beverage Production (Energy, Sports, Fortified)

SECONDARYAFAJAKAG

Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine)

Agriculture & Food Production/Food Ingredients & Additives/Nutraceutical & Functional Ingredients (Vitamins, Minerals, Omega-3s, Botanicals)

SECONDARYAFAJAKAJ

Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates)

Agriculture & Food Production/Food Ingredients & Additives/Nutraceutical & Functional Ingredients (Vitamins, Minerals, Omega-3s, Botanicals)

Keywords

• Sports nutrition supplements
• Amino acid drinks
• Pre-workout formulas
• EAA BCAA supplements
• Vegan fitness nutrition

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: One-time purchase of amino acid drink products (FOCUS and RECOVERY) and merchandise through the company's Shopify-hosted e-commerce store. Products sold in various sizes (22, 44, 66 servings) with bulk discounts.
2. Subscription Program (#teamamino): Recurring subscription model delivering 15 or 30 serving supplies monthly or bi-monthly. Includes free shaker and ready-to-drink product in first pack. Subscribers can manage, skip, pause, or cancel deliveries through their account.
3. Gift Cards: Digital gift cards sold in denominations of £10, £20, £30, £50, £70, £100. Emailed to purchaser for gifting to friends or self-use.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Amino (Amino Drinks Ltd) sells amino acid-based drink mixes designed to enhance athletic performance and recovery. Its two core SKUs are FOCUS, a nootropic pre-workout powder containing 8g of amino acids, caffeine, tyrosine, creatine and citrulline, and RECOVERY, an intra-workout EAA/BCAA powder with 7g of essential amino acids in a 4:1:1 leucine ratio and added B vitamins. Products are vegan, gluten-free, dairy-free, allergen-free, non-GMO, zero-sugar and ultra-low-calorie, sold in 22/44/66-serving tubs with bulk savings and a monthly subscription option.

Product overview

Amino is a nutritional health and sports performance drinks brand offering amino acid-based drink powders. The core product portfolio consists of two distinct drink mixes: FOCUS (a nootropic pre-workout powder with caffeine, tyrosine, creatine, and citrulline for energy and mental focus) and RECOVERY (an intra-workout EAA and BCAA drink for muscle protection and recovery). Both products are powder formats designed to be mixed with water, suitable for vegans, gluten-free, and dairy-free. The company also offers gift cards and branded merchandise (t-shirts, hoodies). Products are sold through a Shopify e-commerce platform with subscription options for regular deliveries.

Differentiator

Problem solved

Functional benefit

Products and services

• FOCUS Nootropic Pre-Workout Drink Mix

Quantifiable outcome

• 8000mg (8g) of nootropics and amino acids per FOCUS serving with only 3 kcal
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights2 records

Direct peers

• Klean Athlete: Premium, NSF-certified sports nutrition brand focused on clean, third-party-tested supplements including BCAA and recovery formulas. Highly comparable to Amino on clean-label, athlete-trust positioning and on targeted performance/recovery use cases.
• Huel: UK-founded DTC nutrition brand selling powdered meal replacements and protein products via subscription. Highly comparable on geography, DTC + subscription model, content-led marketing, and digitally native brand-building — though Huel's category is meal replacement, not sports performance.
• Bulk Powders: UK-based DTC sports and active nutrition brand with a broad range including BCAA, EAA, pre-workout, and protein. Same geography, similar business model, and overlapping customer base, but with a much broader catalogue and value-leaning pricing.
• MyProtein: UK-founded direct-to-consumer sports nutrition brand selling protein, BCAA/EAA, pre-workout and creatine. Same product format (powders), same target customer (athletes and gym-goers), same DTC model, and the most direct competitor to Amino in the UK market.
• Transparent Labs: DTC-first premium sports supplement brand with clinically dosed BCAA/EAA, pre-workout, and protein products. Closely comparable to Amino on premium pricing, clean-label positioning, and evidence-led formulation marketing.
• Ghost Lifestyle: Premium lifestyle sports nutrition brand selling BCAA/EAA and pre-workout powders with strong branding and DTC-led distribution. Closely comparable in product format and target customer to Amino, but with materially larger marketing reach and lifestyle brand equity.

Broad incumbents

• Optimum Nutrition: One of the largest global sports nutrition brands (Gold Standard), with extensive BCAA, EAA, and pre-workout product lines. Overlaps directly with Amino's FOCUS and RECOVERY positioning but at vastly greater scale and broader retail distribution.
• GNC: Large multi-channel sports nutrition and supplement retailer carrying BCAA/EAA, pre-workout, and recovery products across many brands. Overlaps with Amino's customer base but represents the dominant incumbent retail channel Amino currently lacks access to.
• Garden of Life: Plant-based, certified-organic, non-GMO supplement brand with sport nutrition, protein, and recovery products. Comparable to Amino on plant-based and clean-label positioning, though it operates across a much broader supplement portfolio.
• Cellucor (C4): Established pre-workout and BCAA brand (C4 Original is a category-defining product). Overlaps directly with Amino's FOCUS pre-workout positioning and serves the same performance-driven consumer with broader retail penetration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCFr_9m7XU-GN-mIw9F5HAjg
• Facebookfacebook.com/drinkamino
• Instagraminstagram.com/drinkamino
• LinkedInlinkedin.com/company/drinkamino

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

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 Amino