Ireland rugby internationals Jamie Heaslip and Conor Murray have been announced as the new brand ambassadors for MaxiNutrition in Ireland.
The sports nutrition brand was formerly known as Maximuscle. It was initially founded in 1995 and was bought by Glaxo Smithkline in 2011.
Sports nutrition products are a major part of the overall dietary nutrition sector which was worth a value of $49 Billion in 2013 according to research by Euromonitor.
The forecast is for this to grow by as much as 4% per annum over the next four years. The USA is the largest market by volume through the fastest growing markets are in Asia with Singapore spending almost $300 per household per annum.
Amway, Pfizer and Herbalife are the market leaders but Irish food companies are making a substantial play to join the party.
Glanbia Global Performance Nutrition announced late last year that it is locating its Europe Middle East and Africa head office in Dublin to support the international growth of its sports nutrition brand family. Glanbia Global Performance Nutrition is a €700 million global business and the move will create an additional 50 skilled jobs to be located in new offices in Dublin.
Elivar, a start up founded by international rowers Donal Hanrahan and Len Dunne recently raised €700,000 to fund expansion into Europe with its range of products targetting those involved in sport over the age of 35.
The MaxiNutrition range which Heaslip and Murray will be helping to promote is divided into four categories: Recover and Rebuild; Mass and Size; Strength and Power; and Lean Definition.
Sport for Business will host a Members’ Round Table on the role of Brand Ambassadors in sport on April 29th. If you would like to be a part of that debate, contact us today.
