FutureYou Cambridge acquires Prime Fifty for senior supplementation

16 Nov 2020 --- Nutritional supplement company FutureYou Cambridge has acquired Prime Fifty – a specialist supplement company targeting the over 50s.

The company will market Prime Fifty products alongside its own nutritional and well-being lines, including immunity support, bones and joints, beauty, brain, digestive, energy, eye, heart and circulatory health for adults, as well as specialist men’s and women’s health and pet care.

Speaking to NutritionInsight, Adam Cleevely, CEO of FutureYou Cambridge, says that the financial details of the translation are sensitive and will remain undisclosed for the time being.

“The main goal of the move is to give FutureYou Cambridge access to new distribution channels such as QVC television, and expand our product brand portfolio into new sectors such as beauty and specialist multivitamins,” Cleevely says.

“The 50-60 age range is hugely important for nutrition and vitamin supplementation. The range of supplements that Prime Fifty has created is extremely complementary to our existing customer base, who are mostly also over fifty,” he adds.

The 50-60 age range is hugely important for vitamin supplementation, the company says.He also believes that there is a significant opportunity for growth via the acquisition. This is as the company provides a “fantastic route to market” for the products in the Prime Fifty range.

COVID-19 and immunity
Cleevely also says that the COVID-19 crisis is influencing the supplements space, with immune health support being a trending theme. 

“People are looking at ways to support their immune health and taking supplements is an obvious choice. We have seen an uplift since the pandemic,” he notes.

According to Innova Market Insights’ Top Ten Trends for 2021, COVID-19’s impact on health and immunity will continue into the new year. The market researcher has spotlighted “In Tune with Immune” as one of its top trends for the year ahead.

A recent Innova Consumer Survey found that six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.

On a growth trajectory
Cleevely joined the direct-to-consumer FutureYou Cambridge in May 2015. During his tenure, direct-to-consumer revenues increased more than 30 times and the company says it has well over 100,000 customers in the UK. It also has international partnerships in central Europe, Sri Lanka, Australia and Hong Kong.

Speaking of further expansion plans, Cleevely says: “We are always looking for opportunities for expansion with the right companies and products.”

The company’s main investors include members of the Cambridge Angels, as well as private investors through crowdfunding platforms Seedrs and SyndicateRoom.   

The COVID-19 crisis is influencing the supplements space, with immune health support being a trending theme. Dr. Max Gowland, a biochemist, who established Prime Fifty nearly seven years ago, will join the team in Cambridge. 

“Max will continue to play a pivotal role in supporting our new product development through his existing highly successful QVC television appearances. The acquisition opens up exciting domestic and international opportunities for the FutureYou Cambridge brand. Max will be able to continue to do what he loves best, which is developing new products and educating consumers on the health benefits of supplementation,” Cleevely says. 

“When I decided to sell Prime Fifty, I wanted to find a company that had the same high standards and sought to develop genuine top quality nutritional and wellness products as I did,” Dr. Gowland comments.

Healthy aging trend
The older demographics are showing an increased interest in furthering their quality of life well into their senior years. This has given rise to a healthy aging trend.

Consumers are increasingly seeking a more holistic approach to healthy aging, according to a new Innova Market Insights survey. The research revealed that seven out of ten consumers had made changes across the past year to improve their health. 

These changes were not just for physical health but also focused on balancing physical, mental and emotional aspects. In light of this, nutrition that supports both physical and emotional well-being is thriving and can target the needs of different generations.

COVID-19 has created a new salience for the healthy aging market and this was detailed at FrieslandCampina Ingredients’s virtual event, which saw a host of topics addressed by interdisciplinary experts. 

In the same space, Nestlé Health Science recently released its range of Celltrient nutritional solutions to the healthy aging market. The launch addresses Age-Associated Cellular Decline (AACD), which can lead to reduced daily energy, muscle function, immune support and overall health.

By Kristiana Lalou