AB Sports Nutrition

What AB Sports Nutrition does

AB Sports Nutrition is a UK-based sports supplement manufacturer and direct-to-consumer e-commerce operator serving athletes and fitness enthusiasts globally. The business operates as the umbrella name for two wholly-owned sub-brands — HIGH5, which emphasizes natural and wholesome ingredients for training, competition, and recovery, and Reflex Nutrition, established in 1996 and positioned around innovative formulations across all nutritional groups. The company manufactures products at a single facility in Brighton, United Kingdom, and sells primarily through its own e-commerce storefront at absportsnutrition.com.

The company's underlying technology is rooted in manufacturing quality systems rather than digital platforms. Its Brighton facility holds Informed Manufacturer certification from LGC, a two-stage process involving SOP and HACCP plan review, facility inspection, and 20 random swab tests screened against 150 WADA-prohibited compounds, recertified every six months. A separate batch-testing regime produces a professional-athlete product line for which individual finished-product batches are tested for banned substances. The company also holds a Good Manufacturing Practice HACCP certificate (November 2023). The DTC technology stack is built on Shopify, with standard analytical and performance cookies in use.

AB Sports Nutrition generates revenue through one-time purchases of its own-brand sports nutrition products via its e-commerce website, with no disclosed subscription tiers, pricing transparency, or wholesale/B2B distribution. The target market is segmented horizontally into general athletes and sports enthusiasts (primary) and professional athletes requiring banned-substance-assured products (secondary). The company is privately operated as a division of ABF Grain Products Limited (company number 00079590), itself a subsidiary of the publicly listed Associated British Foods plc, providing corporate backing without standalone financial disclosure.

Name

AB Sports Nutrition

Legal name

ABF Grain Products Limited

Website

https://absportsnutrition.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

AB Sports Nutrition is a UK-based sports supplement manufacturer operating the HIGH5 and Reflex Nutrition brands, selling directly to athletes and fitness enthusiasts worldwide through its own e-commerce storefront, with manufacturing based in Brighton.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports & Performance Actives (Creatine, Beta-Alanine, Citrulline, Nitrates) (AFAJAKAJ)

Keywords

• Sports nutrition
• Dietary supplements
• Protein supplements
• Creatine supplements
• Fitness nutrition

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Sports Supplement Sales: AB Sports Nutrition generates revenue through direct e-commerce sales of sports nutrition products under the HIGH5 and Reflex Nutrition brands. Products include supplements for training, competition, and recovery. The company operates their own online storefront at absportsnutrition.com.

Go-to-market motion1 record

Distribution channels1 record

Core offering

AB Sports Nutrition manufactures and sells sports nutrition supplements such as proteins, creatine, and related performance/recovery products under the HIGH5 and Reflex Nutrition brands. Products are sold directly to athletes and fitness enthusiasts through the company's own online storefront at absportsnutrition.com, with manufacturing carried out at its Brighton, UK facility.

Product overview

AB Sports Nutrition is the business name encompassing two sub-brands: HIGH5 and Reflex Nutrition. HIGH5 focuses on sports nutrition products using natural, wholesome ingredients for training, competition, and recovery. Reflex Nutrition, established in 1996, is dedicated to creating innovative sports supplements across all nutritional groups. The company operates as a division of ABF Grain Products Limited and maintains Informed Manufacturer certification for its manufacturing operations.

Differentiator

Problem solved

Functional benefit

Brands

• HIGH5: Sports nutrition brand passionate about helping athletes compete and get the most from their sport, using natural and wholesome ingredients for training, competition and recovery.
• Reflex Nutrition

Products and services

• HIGH5 Sports Nutrition Products Sports nutrition product line using great-tasting, natural and wholesome ingredients proven to improve performance across training, competition, and recovery, sold directly to athletes and fitness enthusiasts.
• Reflex Nutrition Sports Supplements Sports supplements brand producing innovative products across all nutritional groups (including proteins, creatine, and related supplements) since 1996 to help men and women worldwide achieve their nutritional and physical goals.
• Batch-Tested Professional Athlete Product Line Selected batches of finished sports nutrition products tested for banned substances and sold as a separate SKU line specifically for professional athletes, complementing the Informed Manufacturer site certification.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• PhD Nutrition: UK sports nutrition brand offering protein, creatine, and performance supplements with a focus on fitness enthusiasts. Directly comparable in product categories and target customer segments to HIGH5 and Reflex Nutrition.
• MyProtein: THG-owned sports nutrition brand selling protein, creatine, and performance supplements direct-to-consumer globally. Closely comparable in product range (creatine, proteins, performance fuel), DTC e-commerce model, and UK heritage to AB Sports Nutrition's HIGH5 and Reflex Nutrition portfolio.
• Optimum Nutrition: Globally distributed sports nutrition brand known for Gold Standard Whey and performance supplements. Comparable product portfolio across proteins, creatine, and pre-workout, with strong credibility among serious and professional athletes, directly competing with Reflex Nutrition and HIGH5.
• USN (Ultimate Sports Nutrition): Sports nutrition brand with a strong UK presence offering protein, creatine, and performance supplements. Comparable on category focus, product range, and emphasis on athletic performance positioning.
• Grenade: UK sports nutrition brand known for protein bars, shakes, and supplements including creatine and pre-workout. Comparable in product range, UK base, and DTC plus retail distribution strategy to AB Sports Nutrition.
• Maximuscle: Long-standing UK sports nutrition brand (owned by Mars, Inc.) selling protein, creatine, and performance supplements. Comparable to AB Sports Nutrition on heritage UK brand positioning, core sports supplement SKUs, and athlete-targeted marketing.
• Bulk Powders: UK-based sports nutrition and supplement retailer selling protein, creatine, and performance products direct-to-consumer. Overlaps with AB Sports Nutrition on core SKUs and DTC model, competing for the same UK sports nutrition shopper.
• Applied Nutrition: UK sports nutrition brand offering protein powders, creatine, and performance supplements with own-brand manufacturing. Comparable in scale, UK base, and product mix, including a focus on premium sports nutrition positioning.
• Sci-Mx: UK sports nutrition brand offering protein, creatine, and performance supplements. Comparable in market positioning toward serious gym-goers and athletes in the UK sports supplement category.

Broad incumbents

• MyProtein (Bulk/THG) - flagged separately; layered peer: Included as a broader incumbent for completeness; THG also operates larger-scale nutrition, beauty, and wellness platforms beyond pure sports nutrition. Comparable to AB Sports Nutrition as a UK-headquartered DTC platform spanning multiple sports nutrition categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 AB Sports Nutrition