High5 sold to Associated British Foods plc

Associated British Foods plc has acquired the Leicester-based sports nutrition company H5 Ltd, trading as High5. Initium advised the shareholders of H5 Ltd on the deal.

Founded by two British Triathletes in 1994, the business has always focused on making effective products for endurance athletes. A high-profile brand in the sports nutrition sector, High5 specialises in the development, production and distribution of sports endurance supplements, including drinks, powders, gels and bars. Its extensive own-brand range includes EnergyGel, IsoGel, RacePack and Zero – all products specifically designed for use in the endurance sports market.

At the time of the transaction ABF said: “This is a high-growth market segment and we plan to develop these brands and broaden their distribution.” High5’s multiple channels to market include a market-leading online retail store.