HMN24, Pura Collagen & Fitporn announced as 2022 Start-up Stars

By Stephen Daniells

- Last updated on GMT

HMN24, Pura Collagen & Fitporn announced as 2022 Start-up Stars

Related tags Sports & Active Nutrition Summit Europe Sports nutrition start-ups performance nutrition Collagen functional beverage beverage

NutraIngredients is pleased to announce Fitporn, HMN24, and Pura Collagen & Fitporn as our 2022 Start-up Stars for our upcoming Sports & Active Nutrition Summit.

The pioneering trio will be joining us at the Sports & Active Nutrition Summit-Europe​ in Amsterdam next month to present their companies and network with the industry.


HMN24 is a brand built around the need for 24-hour human performance, one in which mental and emotional wellness is just as important as the physical: all synergistic, all needing to be optimised for us to be at our very best.

This is supported by a holistic educational narrative and a range of expertly designed nutritional supplements designed to work with and support daily our 24-hour chronobiology.

Founders Jason Rickaby and Phil Learney told us: “HMN24 focus on performance as a 24-hour window, 7 days a week. We are not dedicated to maximising your output for exercise, your strength, your stamina, your endurance. We are none of that directly, but all of that holistically. We provide product formulas to ensure morning optimisation, afternoon energy flow and night-time optimisation and sleep.

“We are here to fuel your performance at work, as much as we are your performance in the gym, on the track or at home with your family. We believe in the power of the circadian rhythm and the strength of a brand that is wholly designed with this in mind.”

Pura Collagen

Pura Collagen is an award-winning, British collagen solutions company. Its products are scientifically formulated, independently tested, and clinically proven to support your body through collagen degrading conditions related to age and day to day concerns such as lack of sleep, joint health, menopause and immunity.

Each daily serving provides the optimum amount of collagen stimulation your body requires to maintain good health.

Jennifer Mo, Co-Founder and CEO, Pura Collagen, told us: “At Pura Collagen our aim is to be an authentic, leading voice in a crowded market, with honest, clean products. We love all things health and wellbeing and we when we looked left and right to review what was available in a category we loved, we decided if we wanted to take the best, we needed to make it.

“We always say 'Don't buy your collagen from celebrities, buy it from scientists.' We fully embrace our geeky science roots, nay, we revel in it. With a boatload of experience for top notch brands, we only had one goal for our pandemic, lockdown 1 baby; to become a market leader in powder-form collagen products and position ourselves as an educational hub for all things collagen (okay, that might be 2 goals).

“Every product we produce is anchored in scientific research, uses the efficacious dosage and is packaged in an environmentally, attractive paper tub that helps the consumer understand the benefits and ease of use of each Pura Collagen formula. Simply put, there's nothing like Pura on the market.”

Fitporn by ABCN srl

Fitporn is working hard to revolutionise the #foodporn industry. By focusing exclusively on innovative products, we create the perfect food product to maximise our clients’ well-being and enhance their wellness lifestyle without giving up on flavour. Healthy food, looking good.

Luca Barone, General Manager, ABCN srl, told us: “We launched the brand Fitporn as we have been trying all the most famous functional food brands but we never found one that was both innovative from a nutritional value perspective AND from a taste perspective.

“Our R&D Team is made of 3 scientists that have highest standards in terms of taste and therefore, the products we launch have great taste (often better than the conventional alternatives) and greater nutritional value. At the moment, we pride ourselves to be the only brand that carries a Lactose Free High Protein Sugar Free spreads range.”


Taking place on 5-7 October at Amsterdam Marriott Hotel, SANS Europe 2022 will bridge the gaps between cutting-edge science, business strategy and key regulatory developments.

Over three days, the Summit will consist of a number of interactive presentations and discussions that will share new insights and innovation, boost business growth and highlight product opportunities. Key themes include a look at the state of the industry, how to fuel performance and recovery, adapting sports nutrition to the digital age, the female athlete, and much more.

For more information and to register, please click HERE​.                                                                                                                                       

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