Healthy growth for nutrition brand with Holland and Barrett deal

Kevin Smith (left) and Shaun Gibbins, founders of Battle Oats

A fast-growing nutrition brand which specialises in high protein oat bars has secured a deal to supply 300 Holland and Barrett stores across the UK and Ireland.

Entrepreneurs Kevin Smith and Shaun Gibbins, founded Hull-based Battle Oats in 2014, and the company has since grown into a leading brand available through independent health stores and gyms throughout the UK.

The company also has distribution in Ireland, the Netherlands and Kuwait and now exports to more than 10 countries.

Gibbins said: “Holland and Barrett is the UK’s leading high street health food chain, so securing this deal is a major step forward for us as a business.  Our reputation is growing in the flourishing fitness and sports markets, and to have products in another 300 retail outlets is a major boost for our reach in the UK.”

Smith said: “The sports nutrition market in the UK is now valued at £580m and last year saw 21% growth in the sports protein bar and snack segment, as health conscious consumers increasingly demand nutritious snacks on the go.

“Fortunately, our products tick all of the boxes and we have established a loyal following who, along with new customers, will now find it even easier to find our products on high streets throughout the UK.”

The pair are hopeful that the deal will help them open doors with other high street retailers and supermarket chains that are increasingly stocking gluten free protein snacks.

“We are in conversations with a number of other retailers, and with some new products coming online in Q2 that broaden the ‘free from’ range we already offer, we are confident of securing more retailers this year,” Smith said.


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