GSK flexes muscles with Maxinutrition buyout

By Ben Bouckley

- Last updated on GMT

Related tags: Nutrition

GSK flexes muscles with Maxinutrition buyout
GlaxoSmithKline (GSK) has bought UK functional food firm Maxinutrition for around £162m, to secure a presence in the protein-based sports nutrition market.

The cash deal, which is subject to UK regulatory approval, sees GSK acquire the firm (which makes protein-enhanced functional nutritional products) from Darwin Private Equity and repay Maxinutrition’s outstanding debt.

GSK describes Maxinutrition as Europe’s largest sports nutrition company by market share: it has achieved sales growth of around 21% over the last three years, and sales of around £36m for 2009/10.

Worldwide marketing muscle

GSK now owns leading brands such as Maximuscle, Maxifuel and Maxitone, and the firm said it would use its marketing and R&D expertise to drive Maxinutrition’s “science proven products”​ in the UK, European and international markets.

Consumer healthcare president, GSK, John Clarke said: “This deal will give GSK a strong presence in the fast developing protein-based sports nutrition market, appealing across a broad spectrum of consumers, from elite athletes to sports participants and those seeking additional nutritional supplementation.”

Peter Boddy, CEO, Maxinutrition ceo Peter Boddy said: “Maxinutrition is a fast growing, focused sports nutrition business with excellent growth prospects and a strong management team – it’s a natural fit for GSK.”

Maxinutrition has been revamping its product range​ to cater for more mainstream appeal within the sports nutrition category, and recent product launches include Finesse Active nutrient and antioxidant tablets for women that incorporate functional cherry extracts.

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