Nutritional supplement company FutureYou Cambridge acquires Prime Fifty and eyes QVC market
Nutritional supplement company FutureYou Cambridge has continued its growth by acquiring Prime Fifty, a move that could open up a potential new television market.
Following the deal, completed last Thursday (November 12) for an undisclosed sum, FutureYou said it would market Prime Fifty’s products alongside its own.
Hull-based Prime Fifty is a specialist supplement company targeting the over-50s and was established by biochemist Dr Max Gowland nearly seven years ago.
Dr Gowland, who will join the team in Cambridge, may be familiar to viewers of TV shopping channel QVC, where he has marketed Prime Fifty’s products.
FutureYou CEO Adam Cleevely said: “It’s great to have Max on board. He’ll continue to play a pivotal role 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.”
Dr Gowland said: "When I decided to sell Prime Fifty I wanted to find a company that had the same impeccably high standards and sought to develop genuine top quality nutritional and wellness products as I did.
“It was a meeting of minds when I met Adam and the team at FutureYou Cambridge. I was really impressed with their first-rate customer service, operations and fulfilment capabilities. I’m delighted to be joining them.”
FutureYou Cambridge, based at Ravenscroft House in Regent Street, is a direct-to-consumer supplement company that now employs 30 people.
When Dr Cleevely joined in May 2015, it had three employees. Since then, consumer revenues have grown more than 30 times and the company has more than 100,000 UK customers and built international partnerships in central Europe, Sri Lanka, Australia and Hong Kong.
Its main investors include members of the Cambridge Angels, as well as private investors through crowdfunding platforms Seedrs and SyndicateRoom.
Its nutrition and wellbeing lines cover immunity support, bones and joints, beauty, brain, digestive, energy, eye, and heart and circulatory health for adults, as well as specialist men’s and women’s health and pet care.
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