Samworth Brothers, the UK branded and private-label supplier, has entered the country's sports nutrition market through the acquisition of local firm SCI-MX.
Lindsey Pownall, Samworth's chief executive, said sports nutrition represented a "new and high-growth sector" for the business. "This is an exciting development for Samworth Brothers," she said.
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Citing Nielsen data for the 52 weeks to 20 June, Samworth said SCI-MX is "the fastest growing sports nutrition brand in the grocery sector".
The company sells powder, capsule and convenience sports nutrition products. Its SCI-MX Pro2Go flapjack is "the UK’s number one sports nutrition protein bar", Samworth added.
SCI-MX products are listed in the UK's major supermarket chains, as well as pharmacy and health-focused retailers like Holland & Barrett, Boots and Superdrug, a Samworth spokesperson said. It also sells online.
"The rationale for the acquisition is entry into a high growth sector that will also benefit from Samworth Brothers' key strengths in areas such as retailer relationships and brand development," the spokesperson told just-food today (1 October). "The sports nutrition convenience category is a fast growing area and Samworth Brothers has a strong food-to-go track record."
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By GlobalDataTrayl Wallace, the managing director at SCI-MX, said: "Our vision at SCI-MX is to become a household name for healthy, high protein, convenient snacking. The sports nutrition market has evolved significantly in recent years, moving from the niche end of exercise, to becoming synonymous with a healthy lifestyle, thus presenting a huge value gap for future growth."
The deal marks the latest new category for a Samworth business that has – with exception of Ginsters Cornish pasties and Dickinson & Morris pork pies – focused on private label in recent years.
In February last year, Samworth snapped up fruit and malt loaf brand Soreen from baker McCambridge Group.
