Body & Fit has had quite a journey over the last decade, evolving from a long-running Dutch sports nutrition pioneer to part of the global giant Glanbia, which acquired it in 2017. Last year, Glanbia decided the business was no longer core to its strategy and put it up for sale. In an interesting full-circle turn, one of Body & Fit’s original founders from all the way back in 1995 stepped in and bought the company.
That brings us to this month, with the official relaunch of Body & Fit following weeks of teasers about its completely new look, packaging, products, and direction. The company has refreshed and expanded its extensive selection of health and nutrition supplements, but this is clearly intended to be more than a visual overhaul. The new, founder-led team behind Body & Fit openly admits its original identity has faded over the decades it has been available, but the goal is to bring back what made it original.
A lot of work has gone into the products themselves, with Body & Fit promising stronger formulas, higher active ingredient content, and greater use of locally sourced Dutch materials. Its revamped whey, for example, uses NutriWhey protein directly from fresh Dutch milk. The broader message behind the comeback is “progress lies in quality”, and you can check it all out for yourself over at bodyandfit.com.
