Sports nutrition brand taps into demand for outdoor exercise
UK-based freeze-dried food brand Summit to Eat is looking to grow sales after witnessing a heightened interest in outdoor adventures during the pandemic.
What's more, in a 2020 survey by the European Outdoor Group, 86% of respondents from UK, France, Germany, Spain, Italy, Poland and Sweden, stated that outdoor activities are essential for people’s wellbeing.
Diana Morris, country manager at the brand's parent company European Freeze Dry, said: “We have been seeing a steady rise in the number of people taking part in outdoor activities for a number of years but COVID-19 and the enforced lockdowns bolstered this trend as people went on the search for new ways to spend their spare time in the fresh air outdoors.
“At the same time, we know our products fit into the ongoing trend for real food, without artificial preservatives, additives or sugars. Our products are 'real' meals which have been freeze dried to retain their nutrition and can be enjoyed simply by mixing with water.”
While the trend for outdoor sports has increased across Europe, Morris says there is a particularly big opportunity in Germany, where registration of caravans grew by 23.8 per cent in 2020, making it the largest caravan market in Europe (CIVD)
“Germany caters well for outdoor sports, for example it has more than 200 dedicated long-distance cycle routes.
“We believe this is a great opportunity for Summit to Eat and plan to expand awareness in this country at this opportune time of growing awareness of real, nutritious food which is lightweight and versatile and meets the needs of outdoor enthusiasts of all kinds.”
In a bid to increase awareness of the brand, Summit to Eat is fuelling a 70-year-old on his expedition to row 3,000 miles across the Atlantic.
With Summit to Eat helping provide him with over 5,000 calories each day, Frank Rothwell left the Canary Islands on December 12 with the aim to reach Antigua and reunite with his wife of 50 years, Judith, on Valentine’s Day to raise £1m for Alzheimer’s Research UK.
“We want our brand, and Frank’s challenge, to be something inspirational for people to get outdoors and adventure.”
