Jack Sehgal Named President of AN Supps & AN Labz for American Applied Nutrition Operations

Jack Sehgal is now President of AN Supps & AN Labz, taking full leadership of Applied Nutrition's combined US operations. It follows the $16M Nutrablend acquisition that gave the company a Buffalo manufacturing base.

Jack Sehgal has been named President of AN Supps & AN Labz, assuming full leadership of Applied Nutrition's combined US operations effective immediately. The appointment follows Applied Nutrition's $16 million acquisition of Nutrablend Group's Buffalo, New York facility, which brought domestic manufacturing, warehousing, R&D, and design under one roof for the first time and established AN Labz as Applied Nutrition's North American production platform.^[1]

We've had Jack on the PricePlow Podcast twice: Episode #160 on Nutrablend's manufacturing model and international success (especially in China) and Episode #169 on the Nutralabz brand house strategy. We've watched Jack build real operational infrastructure from the ground up, so we're glad to be among the first to share this news.

Applied Nutrition plc (LON: APN) is a Liverpool-based sports nutrition company operating across 85 countries. In North America, the business runs under the AN Supps brand, with the ABE pre-workout and energy line and the Basic Supplements single-ingredient range as its primary US-facing products.

When the acquisition announcement hit LinkedIn, Jack kept it simple:

"Excited to be joining an amazing team!"^[2]

-- Jack Sehgal

He spent over six years building the team he's now leading, and it's now grown to include the American Applied Nutrition crew as well.

From Nutrablend CEO to Applied Nutrition's North American Lead

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.

Jack holds a BSc from Nottingham Trent University and built his early career in UK supplement retail before moving into North American operations. Prior to Nutrablend, he held an international brand management role at Iovate Health Sciences (parent company of MuscleTech and Six Star) and served as marketing director at Perfect Nutrition.

He joined Nutrablend Foods in 2019 and moved through Director of Strategic Initiatives, VP of Strategy and Corporate Development, and Chief Revenue Officer before taking the full CEO and President seat. He may be eloquent, but he didn't come in as a figurehead. Instead, he ran strategy, owned revenue targets, and knew the operation before he ran it.

That was before we met him, however, so our knowledge is with what he's recently done with Basic Supplements at Nutralabz (now renamed to AN Labz):

The Work That Got Him Here

• Basic Supplements and the Nutralabz Brand Model.

  

  Jack Sehgal & Ben Benedict discuss Nutralabz' brand house strategy, Basic Supplements & GR8 Lifestyle success in Episode #169 of the PricePlow Podcast

  In Episode #169, Jack and Ben Benedict walked through the Nutralabz brand house model, including how Basic Supplements earned its GNC placement without a traditional marketing budget. The approach mirrors what Applied Nutrition built in the UK: vertical integration, fast product development, and a brand identity built on transparency and single-ingredient simplicity. The acquisition was a natural fit because the philosophy was already identical on both sides.

• Manufacturing Depth and the Global View.

  Episode #160 went deep on Nutrablend's production operation and the Chinese supplement market alongside Chuck Zhang. What came through clearly was Jack's conviction that manufacturing capability and brand strategy are two sides of the same coin. Owning production is what lets a brand respond to market signals and iterate without waiting on contract manufacturing schedules. Applied Nutrition has run on that same thesis from the start.

• The Nutrablend Acquisition.

  The acquisition of Nutrablend Group's assets brought Applied Nutrition a 107,000 sq ft freehold facility with capacity for up to $300 million in annual production, plus an ongoing contract manufacturing business projected to contribute at least $30 million in additional annual revenue by FY27 under the AN Labz name.^[1] Jack came into the deal as the CEO of what was being acquired... and he came out of it running all of it.

Jack's Vision for the Role

Join Jack Sehgal, CEO of Nutrablend Foods, and Chinese supplement business expert Chuck Zhang, diving deep into supplement manufacturing excellence, supply chain management, and the evolving Chinese market on Episode #160 of the PricePlow Podcast

Jack's focus is closing the gap between what Applied Nutrition is globally and what American consumers experience from AN Supps today. That means integrating the Buffalo team, establishing AN Labz as a credible North American contract manufacturing and brand-building platform, and putting together a brand narrative that properly lands in the US market.

Jack's got his hands full, too: a Mondelēz International licensing collaboration is already on the calendar, bringing co-branded sports nutrition products to Walmart and GNC shelves in August 2026.^[1] Important to note, however, is that ABE isn't really an energy drink -- it's more like a pre-workout in a can, and the right mainstream flavor license could be the vehicle that helps American consumers understand the difference.

"an ideal partner for the next phase of our growth"^[2]

-- Jack Sehgal

We've watched Jack build real things with less than what he has now, so the future is exciting for the Applied Nutrition on the Western Hemisphere front.

Congratulations, Jack!

Jack doesn't manage from a distance -- anyone who followed what he built at Nutrablend and Nutralabz knows he runs close to the work, and that's exactly what AN Supps needs as it scales a US operation that's about to become significantly more complex than it was just a month ago.

We're excited to keep this story going as the Buffalo operation gets up to speed and the full US lineup takes shape. Sign up below to follow all Applied Nutrition news as it happens.

On a closing note: this transition follows Aaron Heidebreicht stepping down as Chief Executive Officer of AN Supps USA. Aaron joined in January 2024 and played a real role in establishing the brand's early American retail footprint. We had a great conversation with him on Episode #130 and wish him well in what comes next.

PS: As an interesting aside, Jack is good friends with Raza Bashir, who was just been named CEO of MuscleTech. What a great week it's been for the duo -- congrats guys!