How smart business development put us on prime-time TV

When a fast-growing UK nutrition brand appeared on Channel 4 last week, so did our work — front and centre.

During the programme ‘Protein: Everything You Need to Know’, presenter Gemma Atkinson explored the booming world of protein alongside Dr. Jack Mosley and cookbook author Lucy Watson. As part of the episode, she visited Applied Nutrition, one of the UK’s fastest-rising sports and active nutrition brands and now an important customer thanks to our Business Development team.

And yes – sharp‑eyed viewers may have spotted something familiar on screen… Our Solmiko bags and MPC stacked proudly on pallets throughout the visit.

Meet Applied Nutrition and Why This Matters

Applied Nutrition is a standout success story in its own right. Founded in 2014 by Tom Ryder – a former scaffolder who turned his passion for fitness into a major brand — the company has grown at exceptional speed. By 2025, it hit a turnover of £107.10 million, delivering an impressive +24.25% year-on-year growth.

This momentum made Applied Nutrition a prime opportunity and thanks to smart, patient, relationship-driven business development, we seized it.

Our Business Development Journey

This success didn’t happen overnight. It’s the result of consistent effort, strong category expertise and trust built over time, with Tom Aylward, Sales Manager leading the way.

Here’s how the journey unfolded:

• It all began in late Q3 2024, when Tom initiated contact through LinkedIn Sales Navigator to explore opportunities for WPI.
• After promising discussions, our first sale (17.28mt of WPI) landed in December 2024.
• Market volatility made repurchasing difficult in early 2025, but Tom kept building the relationship and uncovering more opportunities.
• By February 2025, samples of MPC were sent, leading to 310mt of MPC sold between June and December, with 155mt already contracted for Q1 2026.
• Tom also identified potential for MPI, securing 25mt since December.
• Adding even more value to our milk proteins category, Applied Nutrition delivered returns €236 above the MPC benchmark in 2025.

This is what great business development looks like — patient, strategic and rooted in understanding what customers need today and tomorrow.

You can watch the segment from the Channel 4 programme featuring Applied Nutrition here:

Keep an eye out and you’ll spot our MPC pallet and Solmiko bags throughout the visit!