We brought Europe’s best-selling pre-workout, ABE (All Black Everything), to the U.S. with a relentless focus on performance, quality, and innovation. By securing distribution in top specialty retailers, we introduced American athletes to the ultimate training experience trusted by millions of athletes worldwide.

Our partnership with Walmart marked a major milestone in making ABE more accessible than ever, bringing our high-performance pre-workout to shelves nationwide. With strategic placement in the sports nutrition section, we ensured that athletes of all levels could easily fuel their workouts with the best-selling pre-workout across the globe.

Aaron Heidebreicht, an accomplished sports nutrition/health and wellness leader, brings over 25 years of experience in scaling brands, driving innovation, instilling a “team first” culture, and accelerating growth. Under his leadership, we are setting our sights on an ambitious future, with aspirations around disrupting the US market as a Leader in the CPG space further cementing Applied Nutrition as the globe's most trusted sports nutrition brand.

We reimagined ABE’s branding with a bold new look, integrating our signature AN on every bottle to create a stronger, more unified global identity. This rebrand not only elevates our shelf presence but also cements ABE as the standout choice in the pre-workout category across the globe.

Going public on the London Stock Exchange marks a defining moment in our company’s history, reinforcing our position as a global leader in sports nutrition. This milestone unlocks new opportunities for expansion, innovation, and long-term growth.

AN Supps makes its nationwide debut at The Vitamin Shoppe, bringing our premium, clinically backed Performance products to a much wider audience. This exclusive partnership ensures the forever athlete has direct access to a high-quality performance-based brand that’s focused on output, innovation and a “better for you” positioning across the US!

In an industry-first collaboration, AN Supps and Chiquita Banana bring a powerhouse lineup of Chiquita-inspired products, including Pineapple Strawberry Pre workout, hydration, and protein in our signature Banana Chocolate and Banana Peanut Butter. This partnership blends world-class sports nutrition with one of the most iconic product brands in the world, delivering BIG on flavor and function for peak performance.

AN Supps and Tang have partnered to bring the iconic flavor of Tang to a full lineup of performance supplements.

This collaboration delivers bold, nostalgic taste with serious function—featuring Orange and Strawberry Orange Energy drinks, along with hydration, pre workout, and a zero-caffeine pre workout. It’s a fusion of flavor and performance designed to fuel your training with something refreshingly different.

Our newest partnership with Walmart marked a major milestone in showcasing our extended partnership with Chiquita. With strategic placement in the sports nutrition section, we ensured that athletes of all levels could easily fuel their workouts with our all new essential pre-workout across the globe.