From special forces soldiers to body builders, customers in more than 100 countries are developing an appetite for this company’s sports nutrition supplements. Distinctive products, such as the thermo detonator, a fat-burning product sold in hand grenade shaped containers, and 50 Calibre, which is packaged in replica ammunition boxes, can be bought online or through retailers including Tesco, Walmart and Amazon. In May it launched a new Essentials range, helping to raise sales this year to £8.4m. Last year, Grovepoint Capital bought a majority stake from founders Alan, 39, and Juliet Barratt, 41, in a deal valuing the Coventry company at £35m.
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