In early 2017 we are launching Prana Protein, this is one of our first steps away from dieting into the broader health and wellbeing category.
We have spent quite a bit of time this year looking at sports nutrition – a sector we have followed since starting Diet Chef in 2008. The sector is definitely in growth but we feel that the lifestyle consumer is badly served. Most online competitors have pushed the market into volume led discounting which does mean that it is very difficult to compete for a new entrant.
Our focus on wholefood nutrition (which has been growing strongly in the US for the last 18 months) is somewhere we are much more comfortable with. Not only is there a large megatrend towards “free from” we are also seeing demand for more natural protein sources (a lot of which taste terrible) so drawing on this we will make sure the brand appeals to the lifestyle consumer within this segment.
We have made very good progress with Diet Now this year and the business is now contributing after the initial investment. Our growth plans for this brand take us further into Europe.