Applied Nutrition USA Rebrands All Black Everything (ABE) to AN USA

Back in March, we welcomed Aaron Heidebreicht on Episode #130 of the PricePlow Podcast. In that episode, we talked all things Applied Nutrition – a brand that has experienced extraordinary success in the European markets. Aaron had just been announced as the CEO of Applied Nutrition US, the brand’s American arm.

Applied Nutrition’s American Division is now AN USA, formerly All Black Everything (ABE). All Black Everything is returning to its UK status as a pre-workout.

In that episode, Aaron discussed AN USA’s strategy for gaining more brand recognition and distribution in the yankee marketplace, and emphasized e-commerce as the critical path forwards.

As of now, it looks like that path is well underway. AN USA recently teased a rebrand, and we’re excited to see where they take it.

AN Sets Up for Rebranded American Version

Applied Nutrition’s first foray into the New World took the form of ABE – or All Black Everything – a brand named after AN’s best-selling British pre-workout formula by the same name. Its origin story is explained in another episode of the podcast, Episode #114 with TJ Humphreys. In an effort to expand their reach in the States, AN has opted for a bit of repositioning.

First, ABE will return to being a product (their famous pre-workout formula), and not the name of the entire US brand. Second, we’re getting an entire overhaul of the labeling artwork and overall feel of AN USA, as we can see in their recently-released teaser of the ABE Pre-Workout tubs:

The color scheme is decidedly dark, and the test is sleek and bold – fitting for a product named “All Black Everything”. However, it now brings some bold new color and a new AN “atomic fusion” style logo.

Aaron Heidebreicht is the new CEO of Applied Nutrition’s US division. He explained his plans in Episode #130 of the PricePlow Podcast.

On the side of the label, we see a large AN, showcasing the brand’s return to their heritage at Applied Nutrition in the UK.

The slogan on the new homepage is “Fuel Your Moment”.

AN USA for Those Who Like Coffee, Not Tea

So far, AN USA has only teased the new structure and branding. Applied Nutrition will still exist in Europe, of course, but their American division will not be going by that name. The company has a vision for their American expedition, and have chosen quite the captain to lead it in Aaron.

We’ve been impressed with their formulation with products like ABE and ABE Pump, and now we’re ready to see what they come out with now that they’re really planting the flag.