A NORTHUMBERLAND food firm, which has negotiated and struck deals with internationally-renowned brands including Harvey Nichols and Tetley, is now aiming to become number one in golf nutrition.
Stocksfield-based NewLeaf Food Group has developed a range of energy products aimed at the golf market, which is enjoying national success just months after its launch.
The Sweetspot stamina bar was launched in March and is now sold in about 300 UK golf clubs and sponsors major golf events like the Europro Tour.
The Sweetspot brand is the latest successful creation from NewLeaf, after its Classic Crumpet was snapped up by retailers including Harvey Nichols.
Tea giant Tetley is also showing interest in the Classic Crumpet under its Tea Folk brand, which is sold in all the major supermarkets throughout the country.
Rob Mullen, managing director of NewLeaf, says his small team of four will soon struggle to cope with demand for the Sweetspot range of products.
He said: “There are more than 2,600 golf clubs in Britain and we want to be supplying to all of them. However, we can’t distribute to that many clubs without hiring at least four new members of staff.
“Nobody had looked at golf and what you needed for a four-hour round. Most people have traditionally had a cup of coffee and a bacon sandwich before they tee off. We’ve developed a product that keeps golfer’s blood sugars at the right level for four hours.
“Our aim is to be number one in golf nutrition. The slow-release stamina bar has become the new nutrition-based snack of choice for golfers across the UK, and the quick-boost golf beans are doing similarly well.
“We’ve generated £60,500 in sales in the last three months in the golf clubs that we’re already supplying to and we’re receiving enquiries every day.
“Our pipeline of products includes gels, shots and energy drinks all specially formulated for providing the nutrition golfers need to perform at their peak. With such a great reputation for the range established already, it gives us great confidence for the future.”
Last year, the food company landed a prestigious deal with Harvey Nichols in London. It started supplying the Knightsbridge store and its other UK city outlets with luxury, foil-wrapped Classic Crumpets, but Mullen quickly realised were not the right supplier for his company’s product.
“We launched with Harvey Nichols eight months ago but we became acutely aware that the store was not set up to look after fresh products,” he said. “We pulled the product out of Harvey Nichols after two or three months but it was a good launching platform for us and we’re now in talks with the bigger supermarkets which is very encouraging.”
NewLeaf has been advised since its inauguration two years ago by Newcastle law firm Sintons LLP.
Adrian Dye, associate in the firm’s commercial group said: “Having worked with Rob to complete the initial investment into the business two years ago, I am delighted to see how successful the product ranges have become in a very short space of time.
“The success of the brand is testament to Rob and his team's hard work and ambition.”