Leading sports nutrition brand Warrior® is significantly expanding its presence in Morrisons, with an enhanced range of functional creatine-based products, following sustained category growth and consumer demand.
The retailer is expanding its offering of Warrior products with the addition of the new Creatine Plus range, featuring Creatine Plus EAA and Creatine Plus Vitamins, as well as Creatine Mixed Berry and Creatine Unflavoured – following the range’s strong sales performance after its initial launch in 2024.
These new additions will join Warrior’s existing lineup of protein bars and energy shots, further strengthening a portfolio that now totals 20 SKUs. Among them are the bestselling RAW and CRUNCH bars, Whey powders, Rage pre-workout, and Energy Shots, all of which continue to drive high-volume sales.
The news comes as creatine is now the fastest growing segment in the Sports Bars and Powders category within UK retail, with the latest market forecast to reach £100 million by 2030 (growing at a +14.5% CAGR over the next five years). This mirrors a broader global trend, with the creatine supplements market projected to grow from USD 1.11 billion in 2024 to USD 4.21 billion by 2030, at a CAGR of 25.2% from 2025 onward[1].
Backed by a growing body of research demonstrating creatine’s benefits for strength, energy, recovery, muscle growth and cognitive performance, Warrior has uplifted its product innovation around this supplement to deliver a portfolio of products tailored to consumer demand. Its functional range of creatine products include high-quality and price competitive bars and powders designed for fitness enthusiasts and health-conscious shoppers alike.
Since launching in Morrisons, the Warrior Creatine range has established itself as one of the top-performing creatine offerings in UK retail, consistently driving strong repeat sales. In response to this proven consumer demand, Morrisons is also adding additional SKUs across the Warrior RAW range and expanding the existing Creatine lineup from September.
Kieran Fisher, Founder of Warrior comments: “Creatine has quickly become one of the most in-demand supplements in the UK, and the response to our Warrior Creatine range, both in Morrisons and across the wider market, has been outstanding.
“In the last 12 months alone, the creatine category has grown by 40%, generating £36m in sales, with retail up 43%[2], which highlights just how strong consumer interest has become.
We’re proud to be leading this charge with innovative, great-tasting and accessible products that deliver real results. That’s why Warrior is the biggest and fastest growing creatine brand, and why we’re outperforming wider market growth.
“This new phase of our Morrisons partnership shows both the growth of the market and the confidence in our brand. From bars to powders, we’re committed to making effective performance nutrition more convenient and affordable for everyone.”
Warrior®, owned by KBF Enterprises®, continues to build on its reputation as one of the UK’s fastest-growing sports nutrition brands, with the company now holding six of the top 10 fastest-selling protein bars in the UK.
This Morrisons expansion marks another milestone for Warrior, which has increased listing with other major UK retailers including Asda in the last 12 months, as well as securing new partnerships with brands including PureGym.
[1] Creatine Supplements Market Size | Industry Report, 2030
[2] Source: latest 52 weeks combined Circana total market and online retailer value sales to 08/06/25
Comments are closed.