Applied Nutrition seals American retail deals and Holland & Barrett partnership

Market debutant Applied Nutrition has sealed a deal with health food retailer Holland and Barrett and three new American retailers who will stock their products.

The sports nutrition, health, and wellness brand will get prime shelf-space and distribution points and provide Holland & Barrett early access to new products.

The first order under the new plan was received this month and included the new Coleen Rooney range, which will be available in 500 stores. 

This agreement has the potential to triple Applied Nutrition’s sales from the retailer.

In the US, the company has agreed deals with major retailers GNC, Hy-vee, the largest regional grocery chain in the Midwest, and H-E-B, the leading grocery chain in Texas. 

Having their products listed with major retailers aligns with the strategy of expanding across geographies and channels in international markets. 

Expected revenues of US$3m are expected to start during the second half of the current financial year. 

Taken together, these two updates underpin half of the expected growth in 2026, where the business is forecasted to make revenues of £112m.

Chief executive Thomas Ryder, who was in the US last week, said the deal was a sign of the momentum the business has built: “Not only are we significantly strengthening and growing our trade with existing key valued partners such as Holland & Barrett we are also securing new listings from major retailers in the US which is a key growth market. We look to the future with confidence and we remain focused on driving profitable growth throughout H2 and beyond.”

Ryder, who led Applied Nutrition to a successful float on the London Stock Market in November 2024 will be speaking at the Rainmakers conference on 26th of March at the Emirates Old Trafford.