Tuesday, 11 February 2025
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Veloforte nutrition to be exclusively distributed by Extra UK and Cyclex

Extra UK has signed an exclusive distribution agreement with the Veloforte nutrition brand for the UK and Ireland (via its Irish subsidiary Cyclex).

UK-based Veloforte began in a kitchen, with just three bars, and has since expanded to offer a complete nutrition range including bars, gels, chews, protein shakes and electrolyte powders. Co-founder Marc Giusti, while recovering from abdominal surgery, asked wife, Lara Giusti, to help him find a wholesome, delicious and effective fuel for his long rides—something that would outshine the typical synthetic options. Their goal was clear: no labs, no junk, no synthetic ingredients.

Drawing on her award-winning baking expertise and two decades of experience in heart and lung specialisms, Lara crafted a range of bars that were natural, powerful and incredibly tasty. The moment Marc shared them with his cycling friends, the potential of Veloforte was realised. A chance encounter while riding in Mallorca led to the addition of Steve Marson, a seasoned operations leader, completing the founding team and marked the start of a mission to revolutionise the sports nutrition industry.

The brand said: “Nutrition has evolved. Pure and simple. The world doesn’t need more artificial foods; it needs real nutrition. True performance, vitality, taste and quality go beyond mere science. That’s why Veloforte is committed to one thing: helping athletes fuelbetter every day with kitchen-crafted nutrition.”

“We’re excited to add Veloforte to our curated portfolio of premium brands,” said Will Fripp, CEO at Extra UK. “While Veloforte is well known to many cyclists, our aim is to widen availability of the complete range through the UK dealer network offering consumers a great choice of quality, natural products to fuel their journey. The team at Veloforte are incredibly passionate about what they do and we’re looking forward to working with them.”

Steve Marson, Managing Director of Veloforte, said: “It was an easy decision for us to partner with Will and his team at Extra UK. They have a great reputation across the industry and we’re incredibly confident they will help us to grow the Veloforte brand. It was important for us to find a team who care as much about maintaining great customer service as we do. We look forward to supporting the Veloforte launch at the COREbike show in February.”

Veloforte has 43 Gold stars from the Great Taste Awards across its range, making it the most highly awarded nutrition brand in the world, the brand said.

Stock is available now from Extra UK. Dealers will also be able to view the full range at COREbike, or they can speak to their Area Sales Manager or email [email protected] if interested in becoming a stockist.

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