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12 November, 2020 - 21:28 By Tony Quested

Cambridge company acquires over-50s supplement specialist

FutureYou Cambridge has acquired Prime Fifty – a specialist supplement company targeting the over 50s.

FutureYou has acquired the Hull-based company for an undisclosed sum. FutureYou will market Prime Fifty products alongside the company's own high-quality nutritional and well-being lines. These cover:  immunity support, bones and joints, beauty, brain, digestive, energy, eye, heart and circulatory health for adults, as well as specialist men's and women's health and pet care.

Dr Max Gowland, a biochemist, who established Prime Fifty nearly seven years ago, will join the team in Cambridge, led by CEO, Adam Cleevely.

When Cleevely joined direct-to-consumer start-up futureYou in May 2015 the company had only three employees. The team is now 30 people strong and growing. During his tenure direct to consumer revenues have increased more than 30 times and  the company has well over 100,000 customers in the UK.  It also has international partnerships in central Europe, Sri Lanka, Australia and Hong Kong.

Its main investors include members of the Cambridge Angels, as well as private investors through crowdfunding platforms Seedrs and SyndicateRoom.   

Cleevely said: "It's great to have Max on board. He'll continue to play a pivotal role supporting our new product development through his existing highly successful QVC television appearances. The acquisition opens up exciting domestic and international opportunities for the FutureYou Cambridge brand.  Max will be able to continue to do what he loves best, which is developing new products  and educating consumers on the health benefits of supplementation."

Dr Max Gowland added: "When I decided to sell Prime Fifty I wanted to find a company that had the same impeccably high standards and sought to develop genuine top quality nutritional and wellness products as I did. It was a meeting of minds when I met Adam and the team at FutureYou Cambridge. I was really impressed with their first-rate customer service, operations and fulfilment capabilities.  I'm delighted to be joining them." 

FutureYou Cambridge offers bioavailable (absorbable) supplements and, where appropriate, run clinical trials with leading researchers. 

The company's product development is supported by a high-profile medical board including, among others, Dr Nicholas Shenker, a consultant rheumatologist and expert in chronic pain syndromes at Addenbrooke's Hospital; Mr Peter Kirkpatrick BSc MBCHB MSc FRCS, a leading Cambridge University vascular neurosurgeon, Professor Michael Heinrich, Head of University College London's centre for Pharmacognosy and Phytotherapy and Aidan Goggins, BPharm, MSc NutrMed, Pharmacist, nutritionist, author and Head of nutrition at KX private health club. 

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