MaxiNutrition
- Company typePrivate
- Founded1995
- HeadquartersBrentford, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What MaxiNutrition does
MaxiNutrition is a UK-based sports nutrition brand founded in 1995 and operating as a division of HNC Healthy Nutrition Company (UK) Ltd, alongside its sister brand Maximuscle. Headquartered in Brentford, the company manufactures and sells protein-enhanced functional nutrition products — including whey and plant-based protein powders, protein bars, ready-to-drink shakes, electrolytes, performance supplements (creatine, pre-workout, EAAs, fat burners), vitamins, and accessories — across 30-plus SKUs. Notable product differentiators include Informed Sport certification on 60% of the range (batch-tested for banned substances and trusted by competitive athletes), Clear Whey Protein Isolate that dissolves as a clear beverage rather than a milky shake, MaxPresso Protein Coffee combining real coffee beans with whey protein, and a heat-stable Baking Protein formulated for use as a high-protein flour alternative up to 180°C.
The company operates a direct-to-consumer e-commerce model through maxinutrition.com, shipping to the United Kingdom, Australia, Spain, Guernsey, Isle of Man, and Jersey, with the United States market explicitly excluded. Pricing is unit-based at pay-as-you-go cadence, with products ranging from £10 shakers to £49.99 premium protein powders, supplemented by free UK delivery over £55 and promotional discount codes. MaxiNutrition targets multiple consumer personas — athletes, gym-goers, fitness beginners, health-conscious consumers, and weight-management seekers — across four primary product categories, supported by an active multi-channel marketing presence on Facebook, Instagram, TikTok, YouTube, email, and an affiliate/promotional code network. The parent structure with Maximuscle provides brand portfolio breadth within UK sports nutrition, though no public revenue, funding events post-2004, or M&A activity is disclosed in available data.
MaxiNutrition firmographics
Firmographics- Name
- MaxiNutrition
- Legal name
- HNC Healthy Nutrition Company (UK) Ltd
- Website
- https://maxinutrition.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
MaxiNutrition industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Other Snack Food Manufacturing (311919), All Other Specialty Food Retailers (445298), Health and Personal Care Retailers (456)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)
Keywords
Where MaxiNutrition is headquartered
LocationHeadquarters
- HQ city
- Brentford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
MaxiNutrition business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales of sports nutrition supplements through maxinutrition.com, including protein powders, protein bars, ready-to-drink shakes, electrolytes, vitamins, and accessories
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Protein Powders |
| Unit Pricing | Pay-as-you-go | Protein Bars |
| Unit Pricing | Pay-as-you-go | Ready-to-Drink & Accessories |
| Unit Pricing | Pay-as-you-go | Performance Supplements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
MaxiNutrition product offering
Product offeringCore offering
MaxiNutrition manufactures and sells protein-enhanced functional nutrition products directly to consumers through its e-commerce website. Its core offering includes protein powders (whey, clear whey, vegan, mass gainers), ready-to-drink shakes, protein snack bars, hydration electrolyte tablets, performance supplements (creatine, pre-workout, EAAs, fat burners), and vitamins, with 60% of products carrying Informed Sport certification for banned-substance testing.
Product overview
MaxiNutrition is a UK-based sports nutrition company founded in 1995, offering a comprehensive range of sports nutrition products organized into protein powders (including Cyclone, Promax Lean, Progain, MaxClear, MaxWhey, MaxVegan, MaxPresso, MaxMatcha, Collagen Peptides, and Baking Protein), ready-to-drink protein shakes (MaxShake), protein bars (Classic, Vegan, Creamy Core, Crispy Waffle, Milky Waffle, Nut, and Better Choice varieties), hydration/electrolyte supplements, performance supplements (creatine, pre-workout, EAAs, fat burners, sleep support), vitamins (multivitamin, D3, Omega 3), and accessories (protein shakers and water bottles). The company positions itself as 'The UK's Original Protein Powder Company' with Informed Sport certification for batch-tested, banned substance-free products trusted by athletes.
Differentiator
Problem solved
Functional benefit
Products and services
- Cyclone All-In-One Protein Powder (Added Creatine) Premium all-in-one protein powder combining whey protein with added creatine monohydrate for muscle growth and performance enhancement. Informed Sport certified.
- Promax Lean All-In-One Protein Powder Lean muscle protein powder designed with fat-burning ingredients for those focused on body composition and lean muscle development.
- Progain All-In-One Protein Powder High-calorie mass gainer protein powder with 500+ calories and 2:1 carb-to-protein ratio for serious muscle growth and size gain. Available in Chocolate, Vanilla, Strawberry, and Banoffee flavors.
- MaxClear - Clear Protein Isolate Light, refreshing clear whey protein isolate with 24g protein per serving, zero sugar, zero fat, and less than 106 calories. Available in Blue Tropical, Lemon Iced Tea, and Peach Iced Tea flavors.
- MaxWhey Protein Powder High-quality whey protein blend of concentrate (up to 88%) and isolate (10%) with 23g protein per serving and 7g naturally-occurring BCAAs. Gluten-free, soy-free, and suitable for vegetarians.
- MaxVegan Protein Powder 100% plant-based protein powder with 22g protein per serving from pea and almond protein blend. Complete amino acid profile, sugar-free, low-fat, gluten-free, and soy-free.
- MaxPresso Protein Coffee Protein-infused coffee combining real coffee beans with 22g whey protein and 80mg caffeine per serving. Can be enjoyed hot or cold. Available in Classic Coffee, Caramel, and White Mocha flavors.
- Baking Protein Powder High-protein, low-carb flour alternative with 81g protein per 100g. Heat-stable up to 180°C, gluten-free, and suitable for vegetarians. Ideal for pancakes, muffins, brownies, and baking.
- MaxShake Ready to Drink Ready-to-drink protein milk shake with 25g protein per 330ml bottle. Made with low-fat skimmed milk, lactose-free, gluten-free, soy-free. Available in Coffee, Chocolate, Vanilla, Banana, and Strawberry flavors.
- Classic High Protein Bars Classic protein bars with 20g protein per 40g bar, low sugar, and under 145 calories. Free from artificial colors and flavors. Available in Chocolate Brownie and White Chocolate Raspberry.
- Classic Vegan Protein Bars Vegan protein bars suitable for plant-based diets with protein content for muscle support.
- Creamy Core Protein Bars Indulgent protein bars with creamy center filling. High protein with great taste. Available in multiple flavors including Blueberry Muffin and Peanut Caramel.
- Vegan Creamy Core Protein Bars Plant-based version of Creamy Core bars with 14-16g protein per bar. Vegan, gluten-free formula. Available in Chocolate Fudge, Chocolate Peanut Caramel, and Dark Chocolate Orange.
- Crispy Waffle Protein Bars Crispy wafer layered protein bars with 10g protein, low sugar, and under 200 calories. Available in Hazelnut Spread, Caramel Spread, Pistachio Spread, Double Milk, and Dark Chocolate Cookie flavors.
- Milky Waffle Protein Bars Milky waffle layered protein bars with 10g protein per bar. Low sugar and free from artificial colors and flavors. Available in Milk & Hazelnut, Hazelnut Spread, and Milk & Coconut.
- Hydration Tablets (Electrolytes) Fast-dissolving electrolyte tablets for hydration and recovery. Zero sugar, vegan-friendly, with magnesium, potassium, sodium, and calcium. Available in 6 flavors: Green Apple, Lemon Lime, Strawberry Lemonade, Blackcurrant, Pink Grapefruit, and Watermelon.
- Creatine Monohydrate Pure creatine monohydrate powder for muscle strength, power, and performance. 300g tub size.
- Creapure Creatine Monohydrate Premium grade creatine monohydrate. Creapure is a patented, high-purity form of creatine monohydrate manufactured in Germany.
- MaxCharge Pre-Workout Vitamin boost pre-workout supplement for energy and performance enhancement. 300g tub.
- EAA Powder (Everyday Essential Aminos) Everyday essential amino acids powder for muscle recovery and performance support. 250g tub.
- Thermobol (Fat Burner) Fat burner supplement designed to support metabolism and fat loss as part of a balanced diet and training plan.
- ZMA (Sleep Performance) ZMA sleep performance supplement for recovery support during rest periods.
- Beta Alanine Beta alanine supplement for endurance performance. 800mg strength, 120 capsules.
- Caffeine Tablets Caffeine tablets for energy boost. 100mg strength, 100 tablets.
- Multivitamin Complex Advanced multivitamin complex with 24 essential vitamins and minerals for daily health support.
- Vitamin D3 Vitamin D3 supplement at 2000IU strength, 120 tablets for immune system support.
- Omega 3 Omega 3 supplement at 1000mg strength, 120 soft gels for heart and brain health support.
- Protein Shakers and Water Bottles Accessories including the Original Protein Shaker (with red lid), Premium Plastic Protein Shaker (BPA-free, leakproof), Premium Metal Protein Shaker (stainless steel, 739ml), and 750ml Water Bottle for hydration and supplement mixing.
Quantifiable outcome
- 24g protein per serving in clear whey products (MaxClear)
- +4 more outcomes
Companies that use MaxiNutrition
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
MaxiNutrition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
MaxiNutrition partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Informed SportcoreInformed Sport is a global quality assurance programme for sports supplements. Products carrying the Informed Sport logo have been independently tested for banned substances under strict laboratory conditions. 60% of MaxiNutrition products carry this certification, providing trust and credibility for competitive athletes.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
MaxiNutrition competitors and assessment
Company assessmentDirect peers
- Myprotein: UK-based direct-to-consumer sports nutrition brand (part of The Hut Group / THG Holdings), offering whey protein, bars, supplements, and activewear with aggressive global pricing — directly comparable in product range, DTC model, and target customer to MaxiNutrition.
- Maximuscle: Sister brand of MaxiNutrition under HNC Healthy Nutrition Company (UK) Ltd, offering protein powders, bars, and supplements to gym-goers — the closest internal comparable and a direct head-to-head competitor in UK sports nutrition.
- Applied Nutrition: UK sports nutrition brand offering protein powders, bars, and supplements with strong retail presence in Tesco, Boots, and Holland & Barrett — directly comparable product portfolio with broader UK omnichannel distribution than MaxiNutrition.
- The Protein Works: UK-based DTC sports nutrition brand offering protein powders, bars, and supplements with strong e-commerce presence and customisable nutrition — directly comparable in business model, product range, and customer segments to MaxiNutrition.
- Bulk Powders: UK-headquartered active nutrition brand (formerly Bulk Powders) selling protein powders, supplements, and snacks via DTC and Amazon — directly comparable in product portfolio, DTC-first model, and value-oriented positioning.
- Grenade: UK sports nutrition brand famous for protein bars and Carb Killa range — competes most directly with MaxiNutrition's Classic and Creamy Core protein bar lines and shares the UK DTC-plus-retail go-to-market.
- PhD Nutrition: UK sports nutrition brand offering protein powders, bars, and supplements with strong gym-channel presence — directly comparable product range and target customer (UK gym-goers and athletes) to MaxiNutrition.
- USN (Ultimate Sports Nutrition): South African-origin sports nutrition brand with significant UK presence selling protein powders, meal replacements, and supplements — comparable in product mix and gym/fitness-targeted positioning.
Broad incumbents
- Optimum Nutrition (Glanbia): Global sports nutrition leader (Gold Standard 100% Whey) owned by Glanbia plc, with broad retail distribution worldwide — competes with MaxiNutrition across protein powders and supplements but at much larger scale and omnichannel reach.
- Premier Protein: BellRing Brands-owned RTD protein shake leader with broad US retail distribution — comparable on the protein/RTD format axis and a useful benchmark for protein-shake category economics, though geographically weighted to the US.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MaxiNutrition social profiles
Digital presenceMaxiNutrition compliance and trust
Trust signalCompliance1 record
MaxiNutrition financial estimates
Financial estimateRevenue estimate
Valuation estimate
MaxiNutrition leadership team
Management profileNumber of profiles
MaxiNutrition funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MaxiNutrition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MaxiNutrition
What does MaxiNutrition do?
MaxiNutrition manufactures and sells protein-enhanced functional nutrition products directly to consumers through its e-commerce website. Its core offering includes protein powders (whey, clear whey, vegan, mass gainers), ready-to-drink shakes, protein snack bars, hydration electrolyte tablets, performance supplements (creatine, pre-workout, EAAs, fat burners), and vitamins, with 60% of products carrying Informed Sport certification for banned-substance testing.
Is MaxiNutrition a public or private company?
MaxiNutrition is a private company. It is classified as private equity controlled and is currently operating.
When was MaxiNutrition founded?
MaxiNutrition was founded in 1995. It employs 101 to 250 people.
Where is MaxiNutrition based?
MaxiNutrition is headquartered in Brentford, United Kingdom, in the Europe region.
How does MaxiNutrition make money?
One revenue line is on record: direct E-commerce Sales.
Who are MaxiNutrition's main competitors?
Direct peers on record are Myprotein, Maximuscle, Applied Nutrition, The Protein Works, Bulk Powders, Grenade, PhD Nutrition and USN (Ultimate Sports Nutrition). Broad incumbents are Optimum Nutrition (Glanbia) and Premier Protein.
Does MaxiNutrition have an API?
No public API is recorded for MaxiNutrition.
What industry is MaxiNutrition in?
MaxiNutrition's product category is Sports Nutrition. Its primary akta.pro industry code is AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 311919 and its SIC code is 2000.