Applied Nutrition, one of Europe's fastest growing sports nutrition, health & wellness brands, is pleased to announce the appointment of Aaron Heidebreicht, a seasoned executive with over 20 years of experience in the active nutrition, athletics and functional food & beverage sectors, as CEO of its US business, trading as AN USA LLC.
Aaron's appointment marks a key milestone in the expansion of Applied Nutrition's market share in one of its core growth territories. Since establishing its North American business in 2022, Applied Nutrition has achieved significant growth with one of its largest brands, ABE - All Black Everything, now stocked by the region's biggest grocer, Walmart, and Meijer. The US dominates the US$61.1 billion global sports nutrition market and Aaron's appointment is designed to build on the momentum that Applied Nutrition has achieved to date in capitalising on this sizeable and growing market.
Aaron is a former professional athlete who has held leadership positions in some of the US's biggest sports nutrition brands including GNC, Nutrabolt (Makers of C4 and Xtend) and KAGED, where he was Chief Commercial Officer. Aaron has a background in corporate finance, business economics, and omnichannel and multichannel marketing. He specialises in innovative and effective campaigns that resonate with consumers.
Applied Nutrition Group CEO Tom Ryder said, "Aaron is a highly respected leader in the US sports nutrition & beverage market, which makes his decision to join the Applied Nutrition team a huge endorsement of the quality and significant potential of our brands and products.
"The US market represents a huge growth opportunity for Applied Nutrition, and we have made significant strides in capitalising on this compelling market opportunity in a short space of time, with a number of our core ABE products stocked in Walmart and other well-known retailers. We expect Aaron's omnichannel experience to turbocharge our market share and are excited to report on our continued success in the US, which will complement our ongoing growth in 60 countries worldwide."
Aaron Heidebreicht, CEO of AN USA said,"I am thrilled to join the Applied Nutrition team to lead the North American business as we scale up our digital capabilities and grow our brand awareness across the ABE, Body Fuel and AN sub brands. Our mission here is to create an atmosphere and environment for everyone to be able to succeed."