Tribal Sports Nutrition nets £421k via Crowdcube

By Rod Addy

- Last updated on GMT

Tribal Nutrition's products draw on baobab fruit as a core ingredient
Tribal Nutrition's products draw on baobab fruit as a core ingredient

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Start-up Tribal Sports Nutrition has netted £421k through Crowdcube fundraising, well over its original target of £250k set on 7 December.

The cash target was met within four days of the pitch going live and the total raised stands at £421,558 at its close on 6 January. The brand said the achievement built on a successful launch in Sainsbury’s stores and a new listing by Whole Foods Market.

Founder Chris Martin said the money would help fund marketing and NPD. The company has confirmed that work is already underway on new on-the-go and powder mix recipes and three new NPD projects are underway using plant-based proteins. The supplier said it planned to introduce one of the first fully recyclable pouches to the UK in 2021 and was also working to enhance and certify the ecological sustainability of its supply chain.

The manufacture of Tribal products is ​outsourced to Nourisher Food & Drink in Southampton, a BRC grade A factory.

Martin set Tribal up with the goal of bringing to market a new kind of sports food range made from 100% natural and organic ingredients, including the Baobab fruit.


While working as a photographer and filmmaker in Africa, Martin pinpointed baobab as the foundation for the functional brand, offering a natural energy source full of electrolytes, fibre, vitamin C and antioxidants.

Over the past few weeks Tribal has gone live with a new listing with Sainsbury’s, with two energy smoothie stock keeping units (SKUs): Morello Cherry & Baobab and Pineapple & Baobab.

Early next year these two SKUs and two additional protein smoothies will also launch with Whole Foods Market. Tribal fought off competition from 500 brands to eventually be selected as one of three products to secure a listing for 2021.

Shelf space

“This is a fantastic win for Tribal, the tender process from 500 to 3 demonstrates our ability to stand out against competitors and gain shelf space,”​ said Martin.

Tribal’s products are created to deliver the right nutrients for fuelling and recovering from exercise, while being light on the stomach.

Formulated to be ‘good for both you and the planet’, the organic and vegan smoothies use African baobab fruit sustainably sourced from partner communities.

A guaranteed price for Baobab supports livelihoods and protects the Baobab trees which are a vital part of savannah woodlands.

New product development

The sum raised would help drive the brand forward, through new product development and a strategic marketing campaign, Martin said.

“We know we’ve got a great brand and product offering, but to see that confidence reflected back at us from the public and investors is the highest praise we could receive," ​said Martin.

"We look forward to seeing lift off for the brand in 2021 with the launch of sensational marketing campaigns to tell the world about the power of the Baobab fruit and why we want to shift the mindset towards sustainable natural sports nutrition products.”

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