XO Fitness, a UK-based performance nutrition brand, has secured a major retail expansion with new online listings at leading high-street chain Superdrug.
The new listings mark a significant milestone for the brand, following its successful launch in Home Bargains in December 2025. That debut brought XO Fitness to a broad UK audience, alongside its growing customer base online and on Amazon.
The brand develops science-led formulas using carefully selected, premium ingredients, with a strong focus on quality, functionality and independent testing. By removing inflated pricing and putting flavour first, XO Fitness is making supplements more accessible to everyone, not just athletes.
The XO Fitness Range is now available to purchase online at Superdrug, and is launching with an exclusive promotional offer. The range includes:
Hydration Sachets – 28 pack, £18
XO Hydration sachets deliver fast, effective hydration with a blend of key electrolytes and essential vitamins designed to support energy, recovery and immunity.
Energy Gels – 18 variety pack, 24 Strawberry & lime pack £18
Each 70g on-the-go gel offers a convenient fuel to boost energy and endurance while training, racing or on busy days.
Pre-workout shots – 20 pack, £20
XO 60ml pre-workout shot delivers a fast, convenient boost of energy, focus, and endurance to help you train at your peak.
XO Recovery Creatine Gummies deliver 3,000 mg of creatine per daily serving in a tasty, chewable format, making strength and recovery support easier than ever.
Fitness Pre Workout Gels Mixed Case £18
Pre-Workout Gels combine a targeted selection of proven active ingredients to help combat tiredness and fatigue, support lasting focus, and enhance overall training performance.
Daily Creatine sachets, formulated with Creapure® (Creatine Monohydrate), delivering 3mg of Creatine per sachet. Mix 3.4g (one sachet) with 250ml–500ml of water/liquid, shake and consume. Consume once daily, before or after exercise.
Strategic director at XO Fitness, Daniel Hoare, said: “XO Fitness expanding into retailers as reputable as Superdrug is a major step forward for us. It reinforces our position as a trusted, affordable and consumer-friendly brand for those trying to achieve fitness goals or simply fuel their day-to-day lives. With over 20 years of experience in the supplements industry, we aim to make great-tasting products using premium ingredients that are accessible to all.”
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