Extra UK has signed an exclusive distribution agreement with Veloforte for the UK, and Ireland – via its Irish subsidiary Cyclex.
Veloforte, which began in a kitchen, with just three bars, has since expanded to become a multi-award winning, complete, nutrition range including bars, gels, chews, protein shakes and electrolyte powders.
The nutrition landscape has evolved significantly over the past decade, and it is here that UK-based Veloforte is committed to one thing: “helping athletes to fuel better every day with kitchen-crafted nutrition”.
Will Fripp, CEO at Extra UK, comments: “We’re excited to add Veloforte to our curated portfolio of premium brands. While Veloforte is well known to many cyclists, we aim to widen availability of the complete range through the UK dealer network offering consumers a great choice of quality, natural products to fuel their journey.”
Veloforte origins
The business started life when co-founder Marc Giusti, recovering from abdominal surgery, asked his wife, and co-founder, Lara Giusti, to help him find effective fuel for his long rides – something better than the typical synthetic options. Their goal was clear: no labs, no junk, no synthetic ingredients.
Drawing on Lara Giusti’s own award-winning baking expertise and two decades of experience in heart and lung specialisms, Lara crafted a range of bars that, to this day, remain natural, powerful, and offer a flavour consistent with the ingredients used.
To this day, the flavour claim is backed up by 43 Gold stars from the Great Taste Awards – across the Veloforte range – underwriting the brand’s claim to be “the most highly awarded nutrition brand in the world”.
A chance encounter while riding in Mallorca led to the addition of Steve Marson, a seasoned operations leader, completing the founding team and marked the start of a mission to revolutionise the sports nutrition industry.
Talking about the new distribution partnership, Steve Marson, managing director of Veloforte said; ‘It was an easy decision for us to partner with Will and his team at Extra UK. They have a great reputation across the industry and we’re incredibly confident they will help us to grow the Veloforte brand.
“It was important for us to find a team who care as much about maintaining great customer service as we do. We look forward to supporting the Veloforte launch at the COREbike show in February.’
Dealers will be able to view the full range at COREbike, and – with stock available now from Extra UK – anyone wishing to become a stockist can speak with their area sales manager, or email sales@extrauk.co.uk
