Applied Nutrition gears up for float as Coleen Rooney leads brand push

Liverpool sports nutrition brand, Applied Nutrition, has unveiled Coleen Rooney as its lead brand ambassador for its health and wellness products.

Coleen is a TV personality in her own right, but also famous for being married to former Everton, Manchester United and England footballer, Wayne Rooney, and also the famous 2022 ‘Wagatha Christie’ libel court case against fellow England ‘Wag’ Rebekah Vardey.

Steven Granite, Applied Nutrition COO, said: “We are thrilled to welcome Coleen Rooney to the Applied Nutrition family.

“Coleen’s passion for health and wellness whilst running a busy personal life aligns perfectly with our brand, which focuses on developing nutrition, health and wellness products that are suitable for a wide range of people from busy mums to elite sports athletes.

“As our range of products continues to expand into areas beyond traditional sports nutrition, we are delighted to have Coleen as a lead ambassador to promote the health and wellness side of the brand for products such as Collagen, Greens powders, Diet Protein etc.”

Coleen’s knowledge of the health and wellness industry will be a key asset to Applied Nutrition, it said.

The collaboration will see Rooney working closely with the brand to promote healthy living initiatives.

Coleen said: “As a busy parent, I know first hand how tough it can be to look after yourself and get the right nutrition needed for everyday life, so the convenience of having great supplements from Applied Nutrition are a massive help.

“Ever since I become aware of Applied Nutrition, I have been using their Collagens, Diet Proteins, bars and Hair Skin and Nails tablets daily to fit around my busy schedule, so I’m delighted to now be part of the Applied team and looking forward to helping this Liverpool-born company grow their health and wellness side globally.”

Applied Nutrition products are available globally in more than 65 countries and in well known UK retailers such as Holland & Barrett, ASDA, Tesco, and Superdrug.

The company is currently planning a stock market flotation, valuing the business at £500m.

Reports last month said the leadership of the Liverpool-based team have met more than 25 City fund managers recently.

In February theBusinessDesk.com reported that AJ Bell founder Andy Bell was to return to the front line of business as chairman of Applied Nutrition and former Nichols plc chief executive Marnie Millard has also joined the board as an independent non-executive director.

Tony Buffin, former chief executive of Holland & Barrett and operations chief of Travis Perkins, has also joined the Board as a non-executive director.

Millard is currently the chair of UA92, Pura, and Marks Electrical plc, and an NED of Belvoir Fruit Farms.

Founder Tom Ryder said of Millard’s appointment: “Her extensive experience in leadership, strategic growth, and international trade will be invaluable as we continue to expand our global footprint and grow within the nutritional supplements market, including various hydration, recovery and energy drinks.”

Andy Bell has also invested in Applied Nutrition alongside the founders and JD Sports Fashion which holds a 30% stake in the fast growing business.

Also investing is JD’s former executive chairman Peter Cowgill.

Applied Nutrition was founded by Tom Ryder, which competes with THG as a supplier of supplements for sports people and gym goers, with commercial partnerships spanning combat sports, football, cycling and Rugby League.

Accounts for the year to the end of July last year revealed a huge 74% increase in turnover to £61.2m, and profits of £18.1m.