CNP goes direct to trade, shuns supermarkets

Sports nutrition specialist CNP has opted to supply cycle dealers direct with its line of products, including the Pro Energy Max gel developed with British Cycling and Sky Pro Cycling.

CNP has also promised that none of its products will be found on the shelves on major supermarkets.

A team of experienced sales agents have been recruited to liaise with cycle retailers including Roy and Amy Hunt, Tony Wilkinson, James Whatling and Andy Bray.

“We want to build up our biking range and believe that the independent bike trade is the best way to do that,” explained CNP’s Kerry Kayes. “Not going through a major multiple like Tesco or Asda may cost us in terms of volume, but it will underline the credibility of our sports nutrition products and, in the long term, we believe that’s in the best interests of the brand, the sport and the industry.”

The move represents a push from CNP to become better known in the bike trade. Kayes added: “CNP is a very well established brand in other sports, but it’s young in the bike market. We produce some great energy supplements, but we’re also trying to educate cyclists about the value and benefits of protein supplements for enhancing biking performance.”

“The work with British Cycling and the Sky Team has given us profile and credibility, while our sales team is opening doors. We offer a complete range and, for bike retailers, the argument is powerful: as well as being exclusive to the bike trade, stocking CNP protein supplements alongside our energy drinks, gels and bars will help them generate new business in the supplements sector.”

Kayes founded CNP in 1989 and has great expectations for the market for protein supplements. You can read more on that here.