Eat Beyond invests in plant-based sports nutrition specialist Sire Bioscience

18 Mar 2021 --- Eat Beyond Global Holdings, an active investor in the alternative protein sector, has purchased a stake in Canadian plant-based food and supplements specialist Sire Bioscience. Sire’s products are segmented into three areas: sports nutrition, “plant fuel” and plant-based protein. 

“Eat Beyond bought US$50,000 shares at US$0.15 per share, The stock price has roughly tripled in value since then,” Patrick Morris, CEO of Eat Beyond, tells NutritionInsight.

“The company has a terrific mix of healthy, natural immune support and performance-boosting products to complement your diet, before, during and after workouts to build healthy lean muscle, trim fat and speed muscle recovery,” he continues.

“Sire is available for the casual to the competitive sports, diet, and exercise enthusiast.”

Sire recently acquired PlantFuel, which supplies Sire with a portfolio of plant-based products. PlantFuel acquisition
Sire recently acquired PlantFuel, which supplies Sire with a portfolio of plant-based products. PlantFuel has scaled brands to over US$200 million in sales with more than 50,000 distribution points in 120 countries.

PlantFuel specializes in sports nutrition with distinct offerings pre-workout, recovery and daily health and immune system support.

“PlantFuel products are third-party tested to guarantee integrity, quality and safety,” highlights Morris. “All the ingredients are clinically proven with all-natural ingredients and no artificial additives. The products are vegan-certified and formulated by doctors along with a university clinical partnership.”

Innova Market Insights reports that plant-based sports nutrition experienced an average annual growth of 53 percent globally between 2015 and 2019. 

Fusion Nutrition
Fusion Nutrition, which Sire acquired in 2020, is a Canada-based supplement company with national distribution focused on consumers in the 18- to 34-year-old demographic. It is in its third decade of business and available in 800 locations nationwide.

“Fusion Nutrition has a great collection of diet and exercise products to supplement either end of your workout,” Morris details. “The natural ingredients boost performance, add muscle mass and speed up recovery to sustain your health and wellness routine.”

Among Fusion’s offerings is Purple K Veggie Capsule, a creatine capsule that is pH-balanced making it immediately absorbable in contrast to regular creatine. It boosts strength and endurance during training helping build muscle mass.

Fusion also offers One Punch Knockout-PWO, a flavorful energy booster that has no sugar and no crash, enabling the consumer to power through more intense workouts for rapid muscle growth with a shorter recovery timeline.

Purple K Reps, also within the range, is another pre-workout performance supplement free of sugar and caffeine. Studies have proven a link between supplements like this and improved oxygen intake during intense exercise to boost duration and help recovery.

Among other highlighted products is Zeus2.0, a testosterone booster that helps against both physical and mental fatigue. The energy jolts help provide hormone balance and reduce stress.

“Supplements are becoming less about solely producing aesthetic results and more about improving overall health. Sire is on the forefront of this trend,” notes Morris.

Sire will use the funds from its latest investment as working capital to expand the Fusion line of supplement products.

By Benjamin Ferrer