Coleen Rooney raises stake in supplements firm Applied Nutrition

Coleen Rooney has upped her stake in the protein powder and supplement firm Applied Nutrition. 

The company, which listed on the London market in a blockbuster £350 million float in October 2024, has seen sales boom as health-conscious customers switch pub plans to socialise together at the gym.

Coleen Rooney said she intended to expand her range of five Applied Nutrition products, which currently include Marine Collagen supplements.

Although she did not disclose how much of the company she now owns, she said she ‘couldn’t be happier’ to have invested further.

She said: ‘Nutrition and supplements have always been an important part of my fitness regime and had included Applied Nutrition products for many years before having the opportunity to create my own range.’

The television presenter added: ‘Alongside being an ambassador for the business, I had the opportunity to invest in the company and couldn’t be happier with my decision as the business continues to grow. I am excited about the future of the company as it expands into new markets and products and have decided to invest further.’

The group saw sales increase 24.2 per cent to £107.1million for the year ended 31 July, while profits rose 18.8 per cent to £30.9million.

Thomas Ryder, a Liverpudlian former scaffolder who set up the business in 2014, said: ‘Coleen embodies everything we are about – focus, passion for wellness and a commitment to the journey, as illustrated by her increasing her shareholding.

‘Coleen has played an important role in broadening our customer base and increasing brand awareness among a wider, health-conscious audience.’

He previously told the Mail on Sunday that Rooney had been a ‘game-changer’ in appealing to female customers. 

Ryder has previously credited the brand’s success with protein powders being used by different demographics, moving beyond an initial base of bodybuilders.

The company is pinning hopes on soaring demand for products such as collagen, protein water and energy gels.

And the group views the increasing uptake of fat jabs, such as Ozempic, as another opportunity to reach new customers.

It launched a range of 53 protein-focused meals and snacks with supermarket Morrisons last month, to target consumers who are on the jabs.

Changing social habits are also boosting the company’s fortunes as young people increasingly want fitness related activities.   

Ryder told The Mail last year: ‘We’re working with companies who are encouraging people to come to nightclubs, but it’s to drink protein drinks and do workouts rather than dancing and drinking alcohol.’

Applied Nutrition has partnered with event firms such as ‘Coffee and Vibes’ who organise fitness classes, followed by healthy food and DJs.

Ryder added: ‘So there’s a shift in how consumers are socialising now, and it is more towards health and wellness. They’re literally ditching pubs and bars for gyms and running clubs.’