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Functional food brand announces duo of senior hires

Functional food brand announces duo of senior hires


A RAPIDLY growing functional gummy vitamin brand, Nutrigums, has announced its duo hire of senior appointments, which include Robert Allnutt as global marketing director and Olly Killick as international director of design, in a bid to further facilitate the company’s fast expansion plans.

Robert brings a wealth of marketing experience to the brand, and previously working as a senior creative for household brands such as Amazon, EDF Energy, Skoda and the AA, he was an early adopter of digital and has previously run disrupter campaigns across all social channels for Sky and global sportswear brand Mizuno.

Robert said:

“I’m so excited to be part of the UK’s fastest-growing disrupter brands in the category and I am looking forward to bringing my energy to the brand. We have a strong period of international expansion plans ahead with the launch of a number of new products, due to hit shelves this summer.”

The new ranges will provide essential gummy varieties for a number of health needs including several essential vitamin gummy products at every day affordable prices including exciting new in-vogue ingredients such as vegan omega, probiotics, apple cider vinegar and vegan collagen gummies.

Nutrigums new high-end specialist series now available contains no added sugar and the gummies are made with prebiotics and fruit pectin base. The series includes gummies to assist with sleep, mind and mood function, energy and immune support. This will expand a strong line up of 12 SKUs, some already situated within a number of high-end retailers including Morrisons and Superdrug and will help facilitate widespread consumer demand for on-the-go functional gummy nutrition.

A classically trained graphic designer, Olly has a keen interest in cutting-edge, disruptive new creative technologies, and is enthusiastic to drive the brand vision forwards in a contemporary direction. With more than 17 years’ experience working across a number of creative projects, Olly has worked with several international brands including luxury cosmetics companies Estée Lauder, Mac Cosmetics and Créme de la Mer, as well as a number of dynamic grass roots start-ups.

Olly has been working with Nutrigums for more than a year and has been appointed as design director, where he will oversee all visual communication and hold the brand aesthetic to a standard of excellence.

The new appointments follow on from a successful initial pre-seed investment for Nutrigums of £1 million with a further £1 million invested the brands early stages. The brand is commencing its direct-to-consumer arm of the business via an upgraded ecommerce website this year and additional marketing investment into its existing retail partnerships.

Fabian Whittingham, co-founder of Nutrigums said:

“The latest promotions, new lines and direction for international growth will firmly place us amongst the most innovative nutritional gummy brands in the market and I am incredible proud of how we’ve established our footprint in the market already.

“Nutrigums has all the right tools and expertise to embrace change and to drive forward inevitable evolution for the vitamins, minerals and supplements (VMS) category as consumers search for more convenient dose formats.

“Our desire is to shift the way people improve their daily health, eventually replacing traditional hard-dose tablet forms of vitamins with a fun, delicious and engaging experience for the entire family.”

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