What Reflex Nutrition does

Reflex Nutrition is a UK-based sports and active nutrition brand headquartered in Brighton, operating since 1996 as a division of AB Sports Nutrition under ABF Grain Products Ltd, itself a subsidiary of the FTSE-listed Associated British Foods conglomerate. The company manufactures and sells 48+ SKUs across protein powders, creatine, pre-workouts, vitamins, and a recently introduced longevity range (NAD+, Sleep Prep, Morning Focus, Calm & Balance), formulated with branded, third-party-certified ingredients including KSM-66 Ashwagandha, Creapure, LactoSpore, and BioPerine.

The business is a direct-to-consumer brand distributed through a Shopify-powered website, the Amazon UK marketplace, and TikTok Shop, with supporting customer acquisition via the Team Reflex ambassador programme and a Refersion-powered affiliate network. Product recommendations are served through Segmentify and email lifecycle marketing runs on Klaviyo, indicating a third-party SaaS marketing stack rather than proprietary AI infrastructure.

Commercial mechanics rely on individual consumer transactions, bundling offers, and a newsletter-subscription discount that incentivises repeat purchase. The brand is privately held within ABF, does not disclose standalone revenue, and operates with a headcount of 51-100 employees. The strategic posture is that of a mature heritage brand extending its product surface into adjacent wellness categories while diversifying its acquisition channels.

Name

Reflex Nutrition

Legal name

AB Sports Nutrition

Website

https://reflexnutrition.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Reflex Nutrition is a UK-based sports and active nutrition brand selling 48+ protein, creatine, pre-workout, vitamin, and longevity SKUs direct-to-consumer via Shopify, Amazon UK, and TikTok Shop, with the brand operated as a division of ABF Grain Products Ltd.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

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

SIC

Sporting & Athletic Goods, Nec (3949), Miscellaneous Food Preparations & Kindred Products (2090)

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), Multivitamins & Daily Packs (CRADAGAC), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Sports nutrition supplements
• Protein powders
• Creatine supplements
• Vitamin and mineral supplements
• Pre-workout supplements

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Reflex Nutrition generates revenue through direct-to-consumer product sales via their e-commerce website. The company offers 48+ products across categories including protein powders, creatine, pre-workouts, vitamins, and supplements with pricing ranging from £4.89 to £71.99 per product.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Reflex Nutrition manufactures and sells sports nutrition and dietary supplements including protein powders, creatine, pre-workouts, multivitamins, and longevity-focused supplements. Products are made at the company's Brighton, UK manufacturing facility and distributed primarily direct-to-consumer via its Shopify-powered website, with additional presence on Amazon UK and TikTok Shop.

Product overview

Reflex Nutrition is a UK-based sports nutrition brand offering a comprehensive range of supplements manufactured at their Brighton facility. The product portfolio centers on protein powders (including 100% Whey, Instant Whey Pro, Clear Whey Isolate, Plant-Based Protein, and weight gainers like Instant Mass Heavyweight), creatine supplements (Creatine Powder/Creapure, Creatine Capsules, Creatine Monohydrate), and pre-workout products (Pre-Workout, The Muscle Bomb). Beyond core performance supplements, they offer comprehensive multivitamins (Nexgen Pro, Nexgen Multivitamin) and mineral supplements (Magnesium Bisglycinate, Zinc & Magnesium, Zinc Matrix). The brand has expanded into the longevity space with Sleep Prep (evening recovery drink), Morning Focus (cognitive support), and NAD+ precursors. Additional categories include amino acids (EAA, L-Glutamine), fatty acids (Omega 3, Krill Oil), digestive health (Supergreens & Gut Support), and joint support (Glucosamine Chondroitin). Reflex also offers value bundles combining complementary products and branded accessories like shakers. The company emphasizes science-backed formulations with chelated minerals, no aspartame, and UK manufacturing.

Differentiator

Problem solved

Functional benefit

Products and services

• 100% Whey Whey protein concentrate delivering 21g of high-quality protein per serving with a creamy texture from naturally retained nutrients including healthy fats and carbohydrates.
• Instant Whey Pro Flagship protein powder featuring multiple protein sources for comprehensive amino acid profile and muscle building support.
• Clear Whey Isolate Lightweight protein shake delivering 22g of high-quality whey isolate with a refreshing, juice-like texture rather than traditional milky protein drinks.
• Isolate Pro Whey protein isolate formulated as a concentrated, fast-absorbing protein option.
• Plant-Based Protein Complete plant-based protein blend for vegans and those avoiding dairy, providing essential amino acids from multiple plant sources.
• Growth Matrix All-in-one recovery protein shake containing BCAAs and creatine for post-workout muscle recovery and growth.
• Complete Diet Protein Complete meal replacement delivering balanced nutrition including macronutrients, vitamins, and minerals in a convenient protein format.
• Lean Muscle Lean protein option designed to support muscle building goals while managing calorie intake.
• Instant Mass Heavyweight High-calorie weight gainer using Whey Protein Concentrate and Micellar Casein for muscle building with complex carbohydrates from oats and barley.
• One Stop Xtreme All-in-one muscle-building shake delivering 55g of grass-fed whey protein with complex carbohydrates, creatine, and BCAAs for comprehensive workout nutrition.
• High Protein Twin Bar Clean, convenient protein bar designed to keep nutrition on track with high protein content in a portable format.
• Creatine Powder (Creapure) High-purity creatine monohydrate powder (Creapure) supporting rapid energy for lifts, sprints, and explosive movements.
• Creatine Capsules (Creapure) Convenient capsule form of Creapure creatine monohydrate for easy dosing and on-the-go use.
• Creatine Monohydrate Standard creatine monohydrate powder for supporting strength and power performance.
• Pre-Workout Pre-workout formula containing caffeine and citrulline malate to optimize gym performance and training intensity.
• The Muscle Bomb High-powered pre-workout supplement providing energy, focus, and drive for intense training sessions.
• EAA Essential amino acid formula delivering 16g of EAAs per serving to support muscle protein synthesis and recovery.
• L-Glutamine Free-form amino acid supplement made from 100% fermented L-Glutamine for recovery support.
• Nexgen Pro Multivitamin Pro-level multivitamin delivering 33 advanced active ingredients with chelated minerals in capsule form for enhanced absorption.
• Nexgen Pro Multivitamin with Digestive Enzymes Enhanced multivitamin formula with added digestive enzymes for improved nutrient absorption, containing 38 advanced active ingredients.
• Nexgen Multivitamin Daily multivitamin formulated to strengthen nutritional foundation with science-backed ingredients.
• Daily Capsule Essentials Monthly supply bundle of essential vitamins, minerals, and botanicals covering fundamental nutritional needs.
• Vitamin D3 Vitamin D3 supplement delivering 50mcg (2000IU) per capsule in the same form the body produces naturally.
• Magnesium Bisglycinate Highly absorbable magnesium supplement using chelated bisglycinate form to support muscles, energy production, and mental focus.
• Zinc & Magnesium Combined zinc, magnesium, and vitamin B6 formula providing daily support for athletes and active individuals.
• Zinc Matrix Multi-mineral formula providing zinc, magnesium, copper, and boron for comprehensive mineral support.
• Omega 3 Omega-3 fish oil supplement providing essential fatty acids EPA and DHA for overall health support.
• Krill Oil Premium omega-3 source from krill with phospholipid structure for enhanced absorption compared to standard fish oil.
• Sleep Prep Evening hot chocolate drink combining lemon balm extract, KSM-66 ashwagandha, and Lactium milk peptides to support quality sleep without sedation for recovery during rest.
• Morning Focus Clean, caffeine-free mental kickstart supplement to help cut through morning haze and support cognitive function.
• NAD+ Daily NAD+ precursor supplement designed to support cellular energy production and combat effects of aging for sustained energy.
• Nutrient Optimiser Nutrient optimization supplement designed to maximize absorption and utilization of nutrients from diet.
• Supergreens & Gut Support Comprehensive formula combining 33 plant-based ingredients with prebiotics, probiotics, vitamins, and digestive support.
• Glucosamine Chondroitin Joint health supplement supporting cartilage and joint function for athletes and active individuals.
• Acetyl-L-Carnitine Amino acid compound similar to L-Carnitine supporting energy metabolism and cognitive function.
• Calm & Balance Daily supplement combining KSM-66 Ashwagandha, Lactium, Folate, and Zinc for targeted stress management and emotional balance.
• Karbolyn Precision carbohydrate powder designed as fuel for peak athletic performance and glycogen replenishment.
• Plant-Based Protein Bundle Value bundle combining plant-based protein in multiple flavors for savings on vegan protein options.
• Clear Whey + Creatine Convenience bundle pairing Clear Whey Isolate protein with creatine monohydrate for combined recovery and performance support.
• Balance Your Body Wellness-focused bundle combining Plant-based protein with Vitamin D3 and Omega 3 for holistic body balance.
• High Protein Twin Bar + Creatine Bundle Convenience bundle including protein bars, creatine powder, and shaker bottle for complete nutrition setup.
• Switch On & Off Bundle Morning and evening routine bundle combining Morning Focus and Sleep Prep for all-day focus and nighttime recovery.
• Essential Starter Beginner supplement bundle combining whey protein and creatine as the two most scientifically-backed supplements.
• Maximise Performance Comprehensive performance bundle including pre-workout, post-workout, and daily creatine for maximizing training results.
• Shaker Protein mixing bottle designed for lump-free mixing of protein drinks with secure lid and convenient carrying.
• Stainless Steel Shaker Premium 700ml stainless steel shaker bottle for mixing protein supplements.
• Gift Card Digital gift card for purchasing Reflex Nutrition products.

Quantifiable outcome

• Products contain 21-24g protein per serving with easy lump-free mixing
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Reflex Nutrition website, providing customer experience, order processing, and data analytics. Shopify collects and shares customer data including name, email, and delivery address with Reflex.
• TikTok ShopminorChannel Partner/ Reseller/ DistributorSocial commerce platform enabling customers to purchase Reflex products through TikTok. TikTok collects personal data and shares with Reflex.
• StripecoreTechnology or IntegrationPayment processing provider for TikTok Shop transactions, handling credit/debit card details and sharing transaction data with Reflex and TikTok.
• Meta (Facebook, Instagram)coreGTM or Marketing PartnerAdvertising and social media partner with joint controller arrangement for Facebook/Instagram advertising. Meta processes personal data as joint controller with Reflex for ad delivery.
• GooglecoreGTM or Marketing PartnerAdvertising partner for Google Ads and analytics. Google processes data for ad measurement and personalization, with cookies for conversion tracking.
• KlaviyocoreGTM or Marketing PartnerEmail marketing platform used for newsletters, promotional communications, and marketing automation. Klaviyo cookies track visitor behavior for targeted email campaigns.
• RefersioncoreGTM or Marketing PartnerAffiliate marketing network enabling publishers, coupon sites, and content creators to monetize fitness content by promoting Reflex products with tracking cookies and referral links.
• CookiebotcoreTechnology or IntegrationCookie consent management platform managing GDPR-compliant cookie preferences and consent tracking across the Reflex website.
• CloudflarecoreTechnology or IntegrationContent delivery network and security service providing DDoS protection, load balancing, and bot detection through Turnstile cookie.
• YouTubeminorGTM or Marketing PartnerVideo platform listed as advertising partner for reaching fitness audiences through video content.
• LinkedInminorGTM or Marketing PartnerProfessional networking platform used for B2B marketing and reaching professional fitness audiences.
• TikTokminorGTM or Marketing PartnerSocial media platform for organic content and advertising to reach younger fitness audiences.
• TrustpilotminorGTM or Marketing PartnerReview platform enabling Reflex to collect and display customer reviews for social proof and credibility.
• SurveyMonkeyminorGTM or Marketing PartnerSurvey tool used for customer feedback and market research purposes.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Myprotein: The UK's largest sports nutrition brand, part of THG, offering protein powders, creatine, vitamins, and supplements via DTC e-commerce. Directly comparable in product range, target audience, and UK-centric DTC motion.
• Bulk Powders: UK-based sports nutrition brand selling protein, creatine, vitamins, and supplements direct-to-consumer with a strong own-manufacturing proposition. Highly comparable in category, geography, and go-to-market motion.
• PhD Nutrition: UK sports nutrition brand offering protein powders, diet products, and supplements through retail and DTC. Similar product portfolio and UK-focused marketing approach.
• Grenade: UK sports nutrition brand known for protein bars, protein powders, and thermogenic supplements. Comparable in product mix, UK origin, and brand-led DTC strategy.
• Applied Nutrition: UK sports nutrition company offering protein, creatine, pre-workouts, vitamins, and supplements via DTC and retail. Recently listed on AIM, comparable in category, manufacturing footprint, and UK customer base.
• Maximuscle: Long-standing UK sports nutrition brand offering protein, creatine, and supplements. Comparable heritage positioning, UK-only focus, and core sports nutrition product set.
• Bio-Synergy: UK sports nutrition brand selling protein, creatine, pre-workouts, and supplements with a focus on premium formulations. Comparable UK origin, product mix, and DTC-led distribution.
• USN (Ultimate Sports Nutrition): South African-origin sports nutrition brand with strong UK presence, offering protein, creatine, and supplements. Comparable product portfolio and active gym-goer customer base.

Broad incumbents

• Optimum Nutrition: Global sports nutrition leader (Gold Standard Whey), part of Glanbia. Overlaps heavily on protein, creatine, and supplements but operates at much larger scale and with broader geographic reach.
• Cellucor: US sports nutrition brand (C4 pre-workout, Alpha Amino) operating globally. Overlaps with Reflex on pre-workouts and supplements but as a much larger global incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/reflexnutrition
• Facebookfacebook.com/ReflexNutritionLtd
• TikToktiktok.com/@reflexnutrition
• Xx.com/ReflexNutrition
• LinkedInlinkedin.com/company/hardy-amies-london

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Reflex Nutrition