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Paddy the Baddy’s sports drink brand of choice eyes £100m turnover for 2023/24


Applied Nutrition, the Liverpool-based maker of sports nutrition products including the UFC star Paddy ‘The Baddy’ Pimblett-branded Body Fuel sports drink, has set its sights on £100m turnover in the current financial year after posting 74 per cent growth in sales and an 80 per cent rise in EBITDA for the financial year to July 31, 2023.

The firm manufacture 85 per cent of its products at its 100,000 ft2 BRC grade AA factory in Knowsley, and employs over 180 people. From revenue of £11m in the year ending July 2020, it has now grown to £61.2m in the latest audited accounts.

In December 2022, Applied Nutrition opened its first overseas office in Plano, Texas, a move which has now led to its ABE Ultimate Pre-Workout now being listed nationwide in the world’s largest retailer, Walmart.

It added in its report to Companies House that its multi-channel campaign for Body Fuel, including the Paddy The Baddy strand, had generated over 30m social media views and both national and international press coverage.

Available in over 65+ countries worldwide, the company has become Europe’s fastest growing sports nutrition brand, named in the Sunday Times Fastest Growth and won the prestigious SME brand of the year at The Grocer awards.

Applied Nutrition CEO, Thomas Ryder said “Our growth over the past few years has been phenomenal and has come from a variety of drivers such as new products, new channels (e.g. Grocery and Convenience), new geographies and new flavours.

“Our margins have remained strong despite our rapid growth and these latest results also include the setup of our US operation which is now growing at a healthy rate. Now we’re aiming for £100m turnover in the current financial year and the first four months are ahead of plan.”

COO Steven Granite added: “It’s fantastic to be part of a business which is growing so rapidly but, in a healthy and controlled way. Thomas has major ambitions for the brand and we’re now in the process of extending our production facility to add two more high output powder lines which will help make his vision a reality. Demand for the brand is exceptionally high across the world and the increased capacity in both production and a new warehouse we’re in the process of securing, will ensure we can meet the continued growing demand.”

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