Nutrabolt expands sports nutrition portfolio with acquisition

by Rebekah Schouten
Share This:
Search for similar articles by keyword: [Sports Nutrition]

Scivation XTEND products
Scivation offers products under the XTEND-branded product line.

BRYAN, TEXAS — Nutrabolt, maker of sports nutrition products and functional foods, has acquired Scivation Inc. Financial terms of the transaction were not disclosed.

Founded in 2004, Scivation offers products under its XTEND-branded product line, which contains flavored powder mixes and ready-to-drink beverages featuring BCAAs and electrolytes.

Mick Hockenberry, Scivation
Mike Hockenberry, c.e.o. of Scivation

“We are thrilled to be joining Nutrabolt and leveraging their global platform to strengthen and expand our business,” said Mike Hockenberry, chief executive officer of Scivation. “Over the past 18 months, Scivation has been deeply focused on innovation, launching new line extensions such as XTEND GO, XTEND Perform and XTEND Free. These new products, combined with XTEND’s current momentum and the immediate distribution synergies Nutrabolt brings, will propel the brand forward under new ownership. I am very proud of our team and the business we have built and look forward to our next phase of growth.”

Scivation joins Nutrabolt’s portfolio of sports nutrition brands Cellucor and Royal Sport along with functional food brand FitJoy, which the company acquired in 2016. Nutrabolt products are sold in such stores as Target, Wal-Mart, Costco, GNC and Vitamin Shoppe.

Nutrabolt brands - Cellucor, Royal Sport, FitJoy
Nutrabolt’s portfolio of brands includes Cellucor, Royal Sport and FitJoy.
 
“We are excited to be teaming up with Scivation to bring to market the most comprehensive, innovative and proven line of pre-workout and BCAA products,” said Doss Cunningham, c.e.o. of Nutrabolt. “We have been long admirers of Scivation due to its strong strategic fit within our portfolio and talented leadership team, which has built one of the most recognizable sports nutrition brands on shelves today and is backed by a fiercely loyal consumer base. We are confident that the XTEND brand has significant runway and can achieve even greater market penetration and an expanded assortment as part of our platform.”
Comment on this Article
We welcome your thoughtful comments. Please comply with our Community rules.

 

 


The views expressed in the comments section of Food Business News do not reflect those of Food Business News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.