Warrior’s® nutritional solutions and products hold an advantageous position in the sports supplements sector. Founder and Managing Director, Kieran Fisher, shares the brand’s formula for success and its global goals.
AN ENDURING COMPETITIVE EDGE
Sports play an integral and vital role in people’s lives, whether it’s for health benefits, body sculpting, or competing.
As such, the concept of enhancing athletic performance through diet and supplements dates back to the early 20th century.
The fitness boom of the 1980s popularised whey protein, whilst the following decade marked a significant growth in the sports supplements industry with a broader variety of products becoming available.
As advanced scientific research and regulatory safety standards have validated their efficacy, this progress has driven continued innovation, resulting in a more diverse range of supplements tailored to different athletic needs, from endurance training to strength building.
Today, there is more choice than ever, as companies fill supermarkets, pharmacies, and health stores with their products.
Yet, with an understanding of how nutrition can optimise sporting performance and overall well-being, one brand stands out – Warrior®.
Established in 2017, Warrior® is one of the world’s most recognisable sports nutrition brands with its affordable, high-quality protein bars and health supplements designed to improve athletic performance and enhance the focus of those who consume them.
“We have experienced rapid growth, which led us to expand our product line to include over 100 offerings, including protein powders, bars, drinks, and supplements, most of which are manufactured at our UK headquarters and distributed to over 32 countries,” introduces Kieran Fisher, Founder and Managing Director of Warrior®.
“Our great tasting Warrior® CRUNCH and Raw Bars are made with high-quality ingredients whilst maintaining an affordable price point for our customers. They are sold in major supermarkets and are now the fastest-selling protein bars in the UK,” he continues.
FIRST PLACE PRODUCTS
By combining an award-winning formula of quality and affordability, Warrior® distinguishes itself from the competition.
“The protein bar category is predominantly price-driven and, whereas most premium brands have struggled as a result, we’ve benefitted from this trend by offering affordable, high-quality products.
“Today’s consumers are more cost-conscious than ever, and value has become their top priority. They are reluctant to spend extra on premium brands when they can find alternatives that are equal or better in quality but lower in price,” Fisher emphasises.
This shift has empowered consumers to seek out the type of products that Warrior® has to offer without compromising on quality.
The company’s subsequent success is reflected in the high rates of sales achieved across its portfolio, aiming to drive value growth for consumers.
Moreover, the Warrior® brand exists to empower individuals to live their strongest and most courageous lives.
“It serves as a symbol for those who refuse to settle for mediocrity, instead striving for greatness in everything they do. Our brand is about helping people succeed in becoming their best selves,” he prides.
“Our brand is about helping people succeed in becoming their best selves”
Kieran Fisher, Founder and Managing Director, Warrior®
THE POWER OF PREMIUM PROTEIN
Warrior® understands the importance of producing high-quality, innovative products in an increasingly crowded international marketplace, with data supporting that new product development is fundamental for driving sales.
“We are witnessing substantial growth in the demand for creatine as a supplement, with an uptick in sales by 18 percent. Our Warrior® Creatine Monohydrate Powder is now the number one selling creatine nutritional supplement on Amazon,” shares Fisher.
“In response to this emerging trend, our product innovation team has created the unique Warrior® Creatine Protein Bar. It is the first of its kind on the market, offering a high-protein, low-fibre, low-sugar snack, which also provides a daily intake of creatine.”
The Warrior® Creatine Protein Bar merges the very best of the company’s award-winning CRUNCH Bars with a powerful boost of the coveted creatine ingredient.
It is packed with all the essential nutrients that cater to the increasing demand of consumers for multi-functional products that deliver many health benefits.
Recently, the variety of products available in the sports supplements sector has undergone a substantial transformation, reflecting new trends and consumer preferences.
“Many consumers were initially introduced to the nutrition category through healthier snacks and protein bars. Now, they are more aware of the benefits offered by our other products and are buying into whey, pre-workouts, and creatine,” explains Fisher.
The average price of these items is significantly higher, which contributes to an overall increase in the value of the entire category.
“At Warrior®, we recognise this and ensure our focus is consistent across the entire sports nutrition category and on innovative product development, rather than just concentrating on specific segments,” he notes.
“Our Warrior® Creatine Monohydrate Powder is now the number one selling creatine nutritional supplement on Amazon”
Kieran Fisher, Founder and Managing Director, Warrior®
WINNING GLOBAL GOALS
Ambitious plans and cutting-edge product development and creation have played a crucial role in Warrior’s® growth as it meets market demands whilst setting new industry standards.
“In 2024, our products launched in new territories, including Tunisia, El Salvador, Malta, and Singapore, to name a few. We also secured additional retail partnerships, expanding our reach to more consumers around the world, with notable partnerships including 7-Eleven in Singapore and Lulu hypermarkets in Dubai,” Fisher enthuses.
The company has identified several key priorities, objectives, and targets for the coming year and beyond, with a strategic approach aiming to drive more growth and diversify the brand’s territories.
“Our vision is to grow into a £500 million business within the next five years, and a particular goal of mine is to enter the US market. To achieve this objective, we are launching into the e-commerce space across EU countries and actively targeting US retailers.”
By leveraging an increasing interest in fitness amongst all demographics, along with the rise in health trends and influence of social media fitness instructors highlighting the advantages of supplementation, significant opportunities will present themselves for the likes of Warrior® to further expand into international markets.
“We are also eagerly pursuing expansion into China, Malaysia, Indonesia, and South Africa over the next 12 months. However, the largest market opportunity for sports nutrition products is in the US, valued at USD$13.6 billion.
“We are confident that the Warrior® brand, with its strong global customer base and universal appeal, will translate well to a US audience,” Fisher confidently concludes.
Thus, Warrior® is poised for sustained growth and increased global success, with the company’s innovative spirit and responsiveness to consumer needs crucial in shaping its future in the sports supplements industry.
