About Maxi Nutrition
MaxiNutrition is the UK's original protein supplier, founded in 1991 by Zef Eisenberg as Maximuscle. The brand grew from a publishing company focused on fitness and sports nutrition to become the UK's largest sports nutrition brand within just six years. MaxiNutrition pioneered quality standards in sports nutrition, becoming the first UK brand to screen products for banned substances. This world-leading drug screening programme was so effective it was subsequently acquired and is now used by UK Sport to certify which products are safe for elite competition. The brand's commitment to excellence earned founder Zef Eisenberg the E&Y UK Entrepreneur of the Year award in 2002. After reaching £162 million valuation and acquisition by GSK in 2010, Maximuscle was rebranded to MaxiNutrition to broaden its appeal beyond bodybuilding to all active consumers. Since 2017, MaxiNutrition has operated under the Healthy Nutrition Company (part of Germany's KRÜGER GROUP with 50+ years of food production expertise). The brand now focuses on functional fitness athletes across CrossFit, HYROX, and ATHX events. The UK range includes Ready-to-Drink Protein Shakes in Vanilla and Strawberry (convenient post-workout nutrition) and Creamy Core Protein Bars in Hazelnut and Peanut Caramel flavours. At Grocefully, compare MaxiNutrition prices across UK supermarkets to find the best deals on trusted sports nutrition.

