Applied Nutrition acquired Nutrablend Group's Buffalo facility for $16M. That means Basic Supplements and GR8 Lifestyle now run on US soil, no more shipping protein across the Atlantic.
Applied Nutrition has acquired the assets of Nutrablend Group for $16M in cash, the company announced June 1, 2026.[1,2] The deal brings a fully integrated 107,000-square-foot manufacturing and warehousing facility in Buffalo, New York, an experienced management team of approximately 100 employees led by CEO Jack Sehgal, two established in-house supplement brands, and production capacity of up to $300 million annually.
For Applied Nutrition, this closes a major operational gap. The company had been manufacturing products at its UK facility and shipping them across the Atlantic to American customers. US-based manufacturing eliminates those cross-border freight, logistics, and import duty costs while giving Applied the speed to bring new products to market faster across North America.
The acquisition also fits a trajectory we've been tracking since Applied Nutrition went public on the London Stock Exchange in October 2024 at roughly $450 million.
PricePlow has an inside perspective on both sides of this one. We've covered Applied Nutrition's US expansion from the beginning, both in public coverage and through behind-the-scenes work on their American product formulas, and we've built a solid working relationship with Jack Sehgal and the Nutrablend team. It's a big part of why this deal has us genuinely excited about what's ahead. Jack has already promised an in-depth follow-up episode once everything settles, so sign up for our news alerts below:
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Our Take on the Acquisition
The Acquisition: What Applied Nutrition Gets
The Buffalo facility puts manufacturing, warehousing, R&D, and design capabilities under one roof with capacity for up to $300 million in annual production. That's enough headroom to absorb Applied Nutrition's existing US volume (currently produced in the UK), keep Basic Supplements and GR8 Lifestyle running, and grow the white label business for outside brands.
Thomas Ryder, CEO of Applied Nutrition, laid out the strategic rationale:
"This acquisition is an important step for Applied Nutrition in North America. By establishing our own manufacturing and innovation platform in the region, we will be better placed to grow the business, bring new products to market quickly and improve service for customers. The US remains a major long-term growth market for the Group, and this investment gives us the infrastructure and flexibility to support that opportunity."
Aaron Heidebreicht, CEO of AN USA, posted on LinkedIn:[3]
"Exciting times with the acquisition of Nutrablend Foods in the US. Huge manufacturing facility and a first class team to support our growth plans for AN Supps and growing the Nutrablend Foods white label co-manufacturing service across North America and LATAM under the AN Labz brand."
The above was in a repost to Applied Nutrition's official LinkedIn Post.[2]
Jack Sehgal noted in the press release that Applied Nutrition's publicly listed status brings "an additional level of transparency, credibility and trust" that will resonate with customers and partners across the region. On LinkedIn, he posted a quick comment: "Excited to be joining an amazing team!"
Nutralabz is Now AN Labz: The New White Label Operation
Now at The Vitamin Shoppe: The AN Performance by Applied Nutrition USA. Fuel Your Moment with innovative, transparent supplements designed to push athletes from sideline to sideline
The acquisition also hands Applied Nutrition a contract manufacturing business to grow. Under the newly created AN Labz name (formerly Nutralabz), the Buffalo facility will offer production services, product development expertise, and large-scale manufacturing to brands across the US, Canada, and Latin America.
This is familiar ground for the facility. Nutrablend was already operating at serious volume -- if you've purchased a high-volume supplement run at Walmart, there's a real chance it moved through this factory. They do a lot of large powder fills, including weight gainers, and we had a chance to see their insane warehouse of maltodextrin to keep the line running. The size of this operation is truly a thing to behold.
Applied Nutrition now has the capacity and brand relationships to scale that business considerably under its own banner.
Basic Supplements: Transparent Quality from Buffalo
In fall of 2024, Mike and Ben flew to Buffalo, NY to Nutrablend Foods, manufacturer for the new upstart brand, Basic Supplements. They interview Marc Curcio and Laura Valley for Episode #156, discussing how they're simplifying the supplement industry with high-quality, essential products that are both affordable and transparent.
Basic Supplements launched in October 2024 with a straightforward philosophy: named ingredients, no proprietary blends, and published third-party lab results. The brand uses Glanbia's Provon® WPI in its protein products with the source disclosed on the label, an uncommon level of transparency in a category where most brands stay vague about sourcing.
We introduced the brand in Episode #156, and Basic has since backed its quality claims with independent heavy metals testing that came in below most whole food protein sources. The lineup includes Basic Isolate, Basic Whey, Basic PRE, Basic MASS, Basic Hydration, and the more-recently launched Basic Beef ISO, the brand's first dairy-free protein option.
Both brands carry forward under Applied Nutrition, and Nutralabz / AN Labz has more in the pipeline beyond what's already launched. The company's resources and distribution give these brands a much bigger platform to grow from than they had independently.
GR8 Lifestyle: Nutrition to the Power of 8
GR8 Lifestyle launched at GNC in May 2025 around a strict formula concept: every product contains exactly eight science-backed ingredients at clinically relevant doses. The lineup includes ULTIM8 (protein and colostrum recovery), REJUVEN8 (collagen and cellular health), HYDR8 (hydration), ACTIV8 (immunity and gut health), and ACCELER8 (energy and mood).
Jack Sehgal & Ben Benedict discuss Nutralabz' brand house strategy, Basic Supplements & GR8 Lifestyle success in Episode #169 of the PricePlow Podcast
We covered GR8's GNC strategy with Jack Sehgal in Episode #169, where he walked through Nutralabz's brand house approach and what drove the GNC partnership. That distribution continues, and Applied Nutrition's global network now opens a considerably wider runway for the brand.
The International Angle
Applied Nutrition called out Latin America specifically in the press release, and they're walking into an existing foundation. Nutrablend already had distribution in the region through Eric Morato and SND Distributors, a relationship we covered in depth in Episode #172. Applied Nutrition now inherits that network for Basic Supplements and GR8 Lifestyle while adding its own 85-country global footprint on top.
Jack's international thinking has always extended further than LATAM. In Episode #160 with Chuck Zhang, he explored the Chinese market opportunity alongside Nutrablend's manufacturing capabilities. That conversation takes on a new dimension now that Applied Nutrition's international infrastructure is part of the picture.
How This Fits Applied Nutrition's US Story
Eric Marato from SND (Sports Nutrition Distributors) and Jack Sehgal from Nutralabz discuss the complexities of Latin American supplement distribution, regulatory challenges, and how Basic Supplements successfully expanded into 17 countries on Episode #172 of the PricePlow Podcast.
When Applied Nutrition went public in October 2024, it gave them the opportunity to make big moves like this one. Aaron Heidebreicht laid out the US growth strategy in Episode #130, and the AN Performance launch at The Vitamin Shoppe later that year was the first major execution of that vision.
US manufacturing was always the logical next step. The Buffalo facility delivers it at scale: a proven high-volume operation, an experienced team, two growing brands, and a white label business with existing customer relationships across North America and Latin America. The pieces are in place.
What's Next
We're looking forward to seeing where Applied Nutrition takes Basic Supplements and GR8 Lifestyle from here, and we know Jack Sehgal has more planned beyond what's already in market. Once the deal fully settles, he's committed to an in-depth follow-up episode with us. Sign up for our news alerts to stay current on everything coming from these brands:
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