Madison to distribute Applied Nutrition

Madison is pleased to announce exclusive distribution of Applied Nutrition for the bicycle channel in the UK and Ireland, bringing the fast-growing sports nutrition brand to its retail network.

Founded in 2014, Applied Nutrition plc is the fastest-growing sports nutrition brand in the UK, developing sports nutrition and wellness products for athletes, fitness enthusiasts and a wider health-conscious audience. The Liverpool-based business formulates and manufactures much of its range at its own UK facility, with products now sold internationally to over 100 countries.

The range is split into three key areas: Endurance, Café, and Health & Wellness. Endurance gives bike shops a straightforward, well-priced selection of products for riders looking to fuel and hydrate before, during and after a ride. Café and Health & Wellness opens a wider opportunity, with snacks and supplements that can appeal to customers beyond those shopping purely for ride nutrition.

For retailers with a café or coffee shop, that means products customers can pick up alongside a coffee or after a ride like the Critical Cookie or High Protein Shake. For other bike shops, it offers a way to broaden their nutrition range and reach customers whose interests extend to everyday health and wellbeing with highly researched products like collagen and creatine.

Dominic Langan, CEO at Madison said: “We are delighted to become Applied Nutrition’s exclusive distributor for the bicycle channel in the UK and Ireland. Bike shops already understand the importance of fuelling a ride, but there is a much bigger opportunity here. Applied Nutrition brings together performance products, supplements and healthier snacks that appeal to a broad range of cyclists and cycle café customers. With the right range and support in store, I believe we can grow the category and create a valuable new opportunity for our retailers.”

Thomas Ryder, CEO at Applied Nutrition said: ‘The Applied Nutrition Endurance range and ‘on the go’ offerings have grown exponentially over the last few years as we introduce first to market flavour collaborations with the likes of Vimto as well as new formats such as creatine effervescent tablets and creatine chews.  These new formats make it easier for riders to consume essential supplements on the go in a convenient format. We are very excited to partner with Madison, the UK’s leading cycling distributor to offer our wide range of products to their accounts across the UK and Ireland.”

The addition gives Madison customers access to an established nutrition brand while allowing shops to build a range that suits their business, whether that starts with ride essentials, a café counter or a broader health and wellness offer.

Applied Nutrition will be making its iceBike* debut in 2027. Registration for the show is live so register now to come and see the brand in person in Manchester or London at www.icebike.co.uk.

To find out more about Applied Nutrition, please contact your Madison Sales Manager or explore the product range on www.madisonb2b.co.uk