FutureYou Cambridge welcomes Prime Fifty to supplement stable

By Will Chu

- Last updated on GMT

FutureYou Cambridge welcomes Prime Fifty to supplement stable

Related tags Prime Fifty FutureYou elderly

Supplement firm FutureYou Cambridge are to acquire fellow UK nutritional company Prime Fifty in a deal that adds a range of supplements targeted at the over 50s category.

The agreement sees Prime Fifty’s founder Dr Max Gowland, join the team in Cambridge that is also home to one of the main investors Cambridge Angels, alongside crowdfunding platforms Seedrs and SyndicateRoom.  

“Though there was lots of interest, I really only wanted to consider a company that has similar values to myself and the Brand, as I wanted the Brand to ‘go to a good home’, with a team that would genuinely nurture the Brand in a way which was similar to my own,” ​explains Dr Gowland, FutureYou’s new Chief Scientific Officer.

Having met the team I am totally confident that Prime Fifty is in very good hands and ready for its new chapter.

The agreement will see Dr Gowland assisting with the transition whilst ensuring the brand mantra of Prime Fifty is executed within the new company.

Dr Gowland will also continue to present the products on QVC television and at various forthcoming trade shows.

Worldwide opportunities

In a statement, FutureYou Cambridge’s CEO Adam Cleevely intends to market Prime Fifty products alongside the company’s nutritional and well-being lines. 

These include immunity support, bones and joints, beauty, brain, digestive, energy, eye, heart and circulatory health for adults, as well as specialist men’s and women’s health and pet care.

“It’s great to have Max on board. He’ll continue to play a pivotal role supporting our new product development through his existing highly successful QVC television appearances,”​ says Cleevely.

“The acquisition opens up exciting domestic and international opportunities for the FutureYou Cambridge brand. 

“Max will be able to continue to do what he loves best, which is developing new products and educating consumers on the health benefits of supplementation.”

Prime Fifty currently offers a range of products tailored to the needs of the over 50s as Dr Gowland highlights the formulations that contain Prime Fifty’s tailored and patented ‘healthy ageing’ blend.

“We are aware of data from Public Health England (PHE) that shows significant insufficiencies in the older age groups, in a number of key micronutrients such as Vit D, Vit E, calcium, zinc, biotin, magnesium and many others,”​ he says.

“Because the ageing gut is less effective in terms of absorption, the products have also been developed to aid bioavailability using soluble minerals, more usable forms of folic acid and also the use of BioPerine which is a patented bioavailability enhancer.

“Clearly many consumers are looking for immunity products now and Prime Fifty already offers such products and is therefore able to respond to these growing requests,” ​adds Dr Gowland in response to supplemental needs in the wake of the pandemic

“The Brand recently launched the first ever effervescent Super Greens tablets in the UK and also followed this up with another innovative first, namely Total Health.

“This is a combination product comprising a multi-strain probiotic, a highly concentrated DHA soft gel omega 3 and a multinutrient blend, all tailored to the needs of the over 50s.”

Seedrs fundraising

Founded in 2016, FutureYou Cambridge recently raised over €664,000 (£600,000) on the Seedrs platform as part of plans to scale-up and expand its product range.

Along with CBD-focused products, its 24-strong range includes supplements for immune, bone, joint, heart and circulatory health that tap into Prime Fifty’s key consumer demographic.  

In its pitch, the firm would use the funding to ‘scale up direct advertising campaigns,’​ and ‘expand the firm’s product range by more than 10 new products over the next twelve months, addressing two new customer segments, as well as expanding our offering across our existing segments.

“We also invest heavily in our website technology and have some exciting tools planned for customers to help them find the perfect supplements coming up in the next few months,”​ the firm states.

“Based on scalability to date, we believe that doubling our revenue will require very few additional heads.”

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