UK retailer Phoenix 2 Retail is set to move into the fitness retail territory after agreeing a distribution deal for lifestyle brand Neutonic’s new Focus Pouch range.
Phoenix, which supplies some of the biggest names in UK retail, including Tesco, Morrisons and One Stop, will distribute the products nationwide from next month.
Neutonic, which co-founded by fitness-instructor-turned-entrepreneur James Smith and Chris Williamson, host of the podcast Modern Wisdom, is already known for its hugely successful nootropic productivity drink.
The new Focus Pouch range marks the brand’s further expansion into functional nutrition and consists of fresh mint-flavoured sealed fibre sachets containing a host of ingredients including caffeine, Cognizin – a patented version of citicoline – and vitamin B12.
The pouches, which are currently only available online, are designed to fit between the user’s upper lip and gum and Neutonic says they support concentration, alertness and mental performance on the go, making them ideal for busy workers, students and gym-goers.
Chris Kelly, founder of Phoenix 2 Retail, hailed the partnership with Neutonic as an exciting opportunity for the firm to bring a high-growth, high-demand and brand-new product to market at scale through its fully integrated route-to-market operation.
He said: “As a fan of the Neutonic brand, its founders, and given my own passion for wellness and fitness, this is not just a commercial decision for Phoenix 2 Retail but a passion project.
“Neutonic has already proven that there is huge demand for performance and productivity products and it’s really exciting to be involved in establishing a brand-new category within what is a dynamic and fast-growing retail sector.
“We will be using our expertise and distribution network to make Focus Pouches available in retail, wholesale and independent markets across the UK and I want to say a thank you to Perry Barrett from my team for his work in cementing this partnership over the last few months.”
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