Applied Nutrition plc – maiden annual report, copywriting and presentation 2025
Supporting an exciting UK IPO through its first year of reporting
“Just wanted to pass some feedback to you directly: your team are an absolute credit to you, and I am super impressed with their work. Also, possibly the calmest people I have ever worked with professionally. Thanks once again and I very much appreciate the hard yards put in!”
Joe Pollard, Chief Financial Officer
Applied Nutrition plc
The challenge:
Applied Nutrition was one of a small number of companies to enter the UK public markets in 2024, floating at a valuation of £350m. The business creates, manufactures and sells sports nutrition and wellness products globally, primarily through a B2B model, and is supported by high-profile brand ambassadors. Since its beginnings in 2014 as a supplements retailer in a former 50p shop in Liverpool, to its presence today in global high streets, commencing its entry into the US market – the company has built a compelling growth story.
As with any IPO, the first annual report and investor presentation play a critical role in establishing credibility. The challenge was to build confidence with a new shareholder base, clearly communicating performance and future prospects, and demonstrating delivery against the equity story, all while striking the right balance of transparency and confidence without over disclosure.
This work took place alongside early-stage brand conversations at board level, including vision, values and purpose. Our role was to distil the essence of the business and create a reporting narrative and visual presence that felt authentic, confident and aligned, even as the brand continued to evolve – as well as devise compliant and compelling structures and copy for key parts of the report.
Our approach:
We immersed ourselves in the business ahead of formal appointment, analysing the prospectus, presentations and website to represent a business model at pitch stage, showing something that resonated from the outset.
Drawing on the brand’s global packaging and visual language, we established an initial colour palette and design direction that felt credible and familiar, even as the wider brand continued to evolve. The narrative was anchored by a clear, coherent framework: Innovate / Deliver / Scale.
Once appointed, a focused peer benchmarking workshop shaped the report’s structure, messaging and emphasis. A tightly managed planning phase aligned structure, word counts and responsibilities, supported by page-planned Word templates that enabled efficient drafting that flexed in parallel with the designs with the help of self-editing software. We worked closely with Applied Nutrition’s finance team, external financial PR and governance advisers, alongside our in-house copywriter, Vikki, who brings extensive FTSE 250 experience.
We enhanced the story through targeted editorial features, including a CEO and Founder Q&A and a dynamic timeline capturing the company’s evolution and future direction. The governance section was given equal care, with new board photography, a clear ‘governance at a glance’ overview and early adoption of the 2024 Corporate Governance Code.
Alongside the annual report, we delivered suite of newly designed PowerPoint presentation masters, giving the internal team a flexible, consistent set of materials aligned to their evolved reporting identity.
The outcome:
By resolving the design framework early, we created a flexible, collaborative document that could evolve smoothly through review and sign-off, which allowed the client’s team to stay focused on running the business during its first year as a listed company.
The final annual report was delivered across print, web and UKSEF formats, with the latter also used for Companies House submission. The result is a clear, confident and credible first report that reflects Applied Nutrition’s ambition, performance and potential. In December 2025, the company was welcomed into the FTSE 250.