High 5 and Reflex Nutrition acquired by Twinings and Primark parent

Sports nutrition labels High 5 and Reflex have been acquired by Associated British Foods PLC, the parent of grocery and sugar labels like Kingsmill, Silver Spoon, Patak’s and Ryvita.

The move sees the former market leader High 5 get a high profile backer, with over 30 high profile food labels falling under the Associated British Foods umbrella.  The FTSE 100 firm is also the owner of Primark and British Sugar, giving the group revenues of over £13bn.

High 5 produces lines including the IsoGel, Zero and Racepack, as well as a portfolio of other pre, during and post workout products. High 5 products are distributed to the UK cycling trade via Raleigh, Harris Active, Hotlines and Walkers Cycles, among others.

Reflex Nutrition founder James Phillips grew the brand to generate around £15 million in revenues in 2016.

Globally, the sports nutrition market is estimated to be worth nearly £29 billion and is expected to surge toward £42.3 billion by 2022, according to analysts.