Couple turns love of vitamin into Grenade – a £72m protein bars, shakes and spreads enterprise

MARRIED couple Alan and Juliet arrange their enterprise, Grenade, in 2006 once they
noticed a niche out there for dietary merchandise that tasted good.

They launched their first product in 2009 – a weight reduction capsule – and now, much less
than a decade later, the corporate has over 50 staff globally and was valued at
£72million final yr.

Alan and July turned a love of vitamin right into a £72m enterprise once they launched Grenade

Simply final month, the duo secured a take care of retail big M&S to promote their ‘Carb Killa’ protein bar vary in 984 shops throughout the nation.

Alan got here up for the concept for Grenade after a number of years working within the sports activities
vitamin business.

He stated he was pissed off by how poor high quality the merchandise have been.

He informed The Solar: “I’ve been in sports activities vitamin all my life, ever since work expertise
at a fitness center once I was 14 years outdated.

“I labored in a complement distribution enterprise from 1999 importing American-made
merchandise into the UK.

At this time, the enterprise employs over 50 individuals

“However the merchandise have been getting worse. Those which tasted okay have been filled with sugar
and those that have been good for you tasted like cardboard.”

He determined he may make a greater product that was really interesting to

After his lightbulb second, Alan and his spouse Juliet, who labored within the schooling
sector earlier than leaving to start out Grenade, developed their first product – a weight reduction
components referred to as Thermo Detonator, which is swallowed as a capsule with water.

The product took 4 lengthy years to get proper and – crucially – to trademark, however when
it did they have been able to launch the corporate.

Grenade have simply carried out a deal to promote its ‘Carb Killa’ vary in 984 M&S shops

At this time, it’s nonetheless one in every of their greatest sellers.

It hasn’t at all times been a simple highway. Alan and Juliet recall a time once they’d poured
their final penny into Grenade.

They even drove a tank right into a commerce present within the early days as a result of they couldn’t
afford a sales space, which is the place exhibitors sometimes show their wares.

However they each at all times believed it had the potential to be the success it’s immediately.

In more moderen years, Grenade has been specializing in cracking the patron market;
shifting away from its well being and sports activities heritage.

It’s a technique that’s working. Grenade boasts a number of celeb followers – a few of whom
grow to be ambassadors for the model in return for merchandise.

The couple is planning to crack the patron house subsequent

These followers embody singer and health knowledgeable Michelle Heaton, private coach and
former star of actuality TV present The Solely Approach is Essex Mike Hassini, British gymnast
and Commonwealth Video games medallist Courtney Tulloch, and Hollyoaks actress Jazz

So what’s subsequent for the corporate? The plan is to maintain pushing into the patron
house competing with large manufacturers.

The thought is to make dietary and more healthy merchandise much more mainstream.

Alan concluded: “We’ve been fairly disruptive to the confectionary business.

“Protein bars used to style disgusting, however we spent a number of years creating merchandise
that didn’t style like protein bars.

“We’ve grow to be a giant participant within the confectionery house, not simply the sports activities house.

“We’re main the pack in an area nobody knew existed. Now we even have spreads
that compete with Nestle.”

Studying from success

JULIET and Alan’s prime suggestions for beginning a enterprise


  • You need to work arduous. Plenty of individuals love the concept [of starting a business] with out serious about the work.
  • However if you begin out you get no holidays, no wage. Every thing we had went into Grenade
  • Individuals want to really want the product. Plenty of individuals clear up an issue that doesn’t exist.


  • Laborious work is a given… however nobody mentions that it’s important to constantly work arduous daily for 10 years – that types the lads from the boys.
  • Constructing a enterprise takes time. We’ve carried out it in eight years and that was as quick as we may, however we’ve made plenty of sacrifices.
  • By no means begin a enterprise to become profitable. Most individuals see the trimmings of success, however it is advisable do what you like and be fearless.
  • Inside a yr we have been buying and selling within the US, which was fairly ballsy. Too many individuals simply speak about doing issues.

Interested by beginning your individual enterprise?

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And this mum makes £70,000 a yr promoting Louboutins – and solely works two hours a day.

Whereas this married couple launched their very own hair-growth shampoo and turned it right into a £5M enterprise.

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