NBJ
GSK moves into sports nutrition with acquisition of Maxinutrition

GSK moves into sports nutrition with acquisition of Maxinutrition

GlaxoSmithKline ('GSK') and Maxinutrition Group Holdings Limited 'Maxinutrition') announced they have entered into an agreement for GSK to acquire Maxinutrition.

GlaxoSmithKline (‘GSK’) and Maxinutrition Group Holdings Limited (‘Maxinutrition’) announced they have entered into an agreement for GSK to acquire Maxinutrition, a UK company that manufactures protein-enhanced functional nutrition products, from Darwin Private Equity. Subject to approval from the Office of Fair Trading, GSK will acquire 100 per cent of the shares of Maxinutrition for a cash consideration of approximately £162 million including the repayment of outstanding debt. 

Maxinutrition is Europe’s No. 1 sports nutrition company by market share and has delivered sales growth of approximately 21% CAGR over the last 3 years. The company recorded sales of approximately £36 million for the fiscal year ended April 2010. 

Under the terms of this agreement, GSK will acquire Maxinutrition’s brands, including Maximuscle, the leading brand in the UK and European sports nutrition market. The deal will extend GSK’s reach into wider categories, complementing its existing Nutritional Healthcare business. GSK will also bring its marketing excellence and R&D innovation capability to extend the growth of Maxinutrition in the UK, European and International markets where the products are available.

John Clarke, President Consumer Healthcare, said, “This deal will give GSK a strong presence in the fast developing protein-based sports nutrition market, appealing across a broad spectrum of consumers from elite athletes to sports participants and those seeking additional nutritional supplementation. GSK will invest behind Maxinutrition’s science-proven products to extend the growth of Maxinutrition within its UK and European footprint and expand to the global marketplace, where GSK has existing infrastructure and capabilities. The acquisition is a demonstration of GSK’s strategy to expand our Consumer Healthcare business through appropriate bolt-on acquisitions which meet our strict financial criteria.” 

Peter Boddy, CEO, Maxinutrition, said, “Maxinutrition is a fast growing, focused sports nutrition business with excellent growth prospects and a strong management team—it’s a natural fit for GSK and its ambition to extend and expand its Nutritional Healthcare business. GSK’s strong commercial and R&D capability, coupled with the investments being made in expanding their global nutritional healthcare franchise in new markets and territories, offer tremendous new opportunities to develop the Maxinutrition brands and continue to deliver impressive growth in the coming years.”

GlaxoSmithKline
GlaxoSmithKline, one of the world’s leading research-based pharmaceutical and healthcare companies—is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For further information please visit www.gsk.com.

Maxinutrition
Maxinutrition, the parent company of Maximuscle, Maxifuel and Maxitone, is Europe’s leading sports nutrition company.

Maximuscle is targeted at consumers who are focused on gaining muscle and increasing strength and power. For further information please visit www.maximuscle.com

Maxifuel was launched in June 2010 with a new range of products designed for endurance, targeting sports men and women to whom performance is critical.  For further information please visit www.maxifuel.com.  

Maxitone is a product range designed for healthy active women to aid toning and weight management.  For further information please visit www.maxitone.com.

Global pharma titan GlaxoSmithKline (GSK) announced on December 13 their agreement to acquire UK-based sports nutrition company Maxinutrition Group. Maxinutrition, maker of the muscle-building supplement brand Maximuscle, is the largest sports nutrition company in Europe. In the fiscal year ending April 2010, Maxinutrition recorded total revenue of £36 million ($56 million), and has put up a 21% CAGR over the last three years. The deal is set at a cash consideration of £162 million ($255 million) to GSK to acquire 100% of the shares of Maxinutrition from private equity firm Darwin PE.

Said John Clarke, president of GSK’s Consumer Healthcare division, “This deal will give GSK a strong presence in the fast developing protein-based sports nutrition market, appealing across a broad spectrum of consumers from elite athletes to sports participants and those seeking additional nutritional supplementation.” Maxinutrition itself has made recent efforts to broaden its mainstream appeal, toning down Maximuscle’s macho image and incorporating women’s antioxidant supplements into its product line. GSK certainly has its hands full of mainstream brands, operating such U.S. OTC mainstays Nicorette, Sensodyne and Tums.

NBJ Bottom Line

GSK’s focus on single-handedly conquering the supplement market has come closer to fruition. The pharmaceutical company already has mass market stock in many of the most viable and growing nutrition categories—calcium and vitamin D (Os-Cal), fiber (Fiberchoice and Citrucel), digestive enzymes (Beano), iron (Feosol) and weight loss (with the OTC drug alli). Add to that GSK’s infamous fish oil pharmaceutical Lovaza; NBJ places the U.S. market for all fish oil supplements at just shy of $1 billion annually, while Lovaza alone has already reeled in global sales surpassing $1 billion.

With its global reach, GSK is certainly apt to expand Maxinutrition’s international operations. According to NBJ data, sports nutrition supplement sales recorded a 7% CAGR for the decade ending in 2009, and NBJ research indicates similar growth for the category globally.

 

Related NBJ links

Lovaza Battles Supplements for Slice of Omega-3 Market

GSK's Alli Yet to Achieve Blockbuster Status in U.S. Weight-Loss Market

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