Building on its exclusive, long-term flavour partnership with Swizzels Sweets, UK-based sports nutrition brand Applied Nutrition has launched the ‘Drumstick Original Raspberry’ flavour of its electrolyte and vitamin water Body Fuel.
The drink has been a huge success for Applied Nutrition, with the company selling six million units since its launch in December 2022.
Now available in seven flavours, including a signature Paddy Punch flavour variant endorsed by the popular UFC fighter Paddy ‘The Baddy’ Pimblett, Body Fuel has secured listings with several wholesalers and national retail since launch.
Applied Nutrition develops sports and active nutrition products from its manufacturing and distribution centre in Liverpool and sells globally in more than 65 countries.
It’s been a busy 12 months for the brand that’s seen it open its first international division in Dallas, Texas and seen several of its products gaining listings in national UK convenience and grocery retail. This has also resulted in recently being nominated as a finalist in The Grocer Gold Awards SME Brand of the Year category.
Body Fuel is one of several new products in the brand’s healthy snacking and convenience range, including Protein Crunch, their HFSS-compliant protein bar, energy drinks and on-the-go functional foods.
Speaking on their exclusive partnership, national account controller Dan Warburton said:
“As a new brand in this category, we knew the importance of amplifying our message to a broader audience. Working with a brand as iconic as Swizzels and being trusted to authentically represent their famous flavours has enabled us to do this.
“We knew the partnership would only work if the flavour was a genuine re-creation of Drumstick Lollies and Squashies, which have been a beloved treat among consumers for generations, so perfecting the taste that millions know so well was essential.
We worked closely with Swizzels to turn their one-of-a-kind flavour into a drink, and we’re delighted with the result – extremely nostalgic! The feedback we’ve received so far has been incredibly positive and we can’t wait for more consumers to get their hands on Body Fuel Drumstick to see for themselves.”
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