Quick facts
| Founded | UK sports nutrition brand, listed on AIM 2024 |
|---|---|
| Country | UK |
| Made by | Applied Nutrition plc |
| Dietary status | Most products contain milk; some vegan options; check pack per variant |
About Applied Nutrition
Applied Nutrition is a UK sports nutrition brand best known for the Critical Cookie protein cookie, the Body Fuel energy hydration drink and the ABE (All Black Everything) pre-workout line. The brand listed on London's AIM market in 2024, reflecting its growth from independent sports nutrition retailer to broader supermarket and convenience distribution. The product range spans cookies, hydration drinks, pre-workout, protein powder and recovery formulations, with particular strength in the convenient grab-and-go protein snack category.
The Applied Nutrition range we stock
Six Applied Nutrition products covering the brand's bestsellers.
| Product | Profile |
|---|---|
| Critical Cookie Double Chocolate 60g | Soft protein cookie, the brand's flagship. 18g+ protein per cookie |
| Critical Cookie White Chocolate 60g | White chocolate variant with the same protein profile |
| Critical Cookie Birthday Cake 60g | Sweet birthday-cake flavour, popular newer addition |
| Body Fuel Energy 500ml | Hydration-and-energy drink with electrolytes and caffeine |
| ABE Pre-Workout sachets | Single-serve pre-workout with caffeine and performance ingredients |
| Critical Whey Protein 1kg tub | Whey protein powder in multiple flavours for daily protein intake |
Ingredients and allergens
Critical Cookie contains wheat flour, protein blend (whey concentrate, milk protein), sugar, vegetable oils, chocolate chips, glycerol, natural and artificial flavourings, salt, baking agents, and emulsifiers. Contains milk, wheat (gluten), soya. Body Fuel contains water, electrolytes, caffeine (around 150mg per 500ml), natural and artificial flavours, sweeteners, vitamins. ABE Pre-Workout contains caffeine (typically 200mg+ per serving), beta-alanine, taurine, citrulline and other performance ingredients; not recommended for caffeine-sensitive users or under-18s. Most products are not vegan, not dairy-free, not gluten-free. Not formally halal certified across the range. Always check the back of each individual product for the most accurate allergen and dietary information.
Who Applied Nutrition is for
Gym and bodybuilding shoppers: the Critical Whey, Critical Cookie and ABE Pre-Workout cover the three core gym nutrition needs (daily protein, post-workout snack, pre-workout caffeine). Pair with our Grenade and Warrior bars for protein variety.
Critical Cookie fans: the cookie is widely considered one of the best-tasting protein cookies in the UK market. The Double Chocolate and Birthday Cake flavours have particularly strong followings.
Energy drink + protein combo buyers: Body Fuel pairs caffeine with electrolytes for shoppers who want energy plus hydration in a single drink. Pair with Good To Go sachets for non-caffeinated hydration variety.
Pre-workout users: ABE delivers significant pre-workout intensity. Not recommended as an everyday product but suits high-intensity training days.
Buy Applied Nutrition online in the UK
Build your basket from across the Applied Nutrition range and our wider supplements selection to qualify for free UK delivery over £20. Applied Nutrition pairs especially well with our Grenade and PhD protein bar ranges. Order before our daily cut-off for same-day dispatch.
Applied Nutrition: frequently asked questions
How much protein is in a Critical Cookie?
Each 60g Critical Cookie delivers around 18-19g of protein from a whey concentrate and milk protein blend, with around 200-220 calories depending on the flavour. This protein-to-calorie ratio puts the Critical Cookie alongside leading protein bars like Grenade Carb Killa (20-23g protein) and Warrior Crunch (20g) for comparable macros.
What is ABE pre-workout?
ABE (All Black Everything) is Applied Nutrition's pre-workout supplement line, containing caffeine (around 200mg+ per serving), beta-alanine (often causing the tingling skin sensation called paresthesia), citrulline malate, taurine and other performance ingredients. Take 20-30 minutes before training. Not recommended for caffeine-sensitive users, anyone under 18, pregnant or breastfeeding women, or anyone taking medication that interacts with stimulants.
Are Applied Nutrition products vegan?
Most Applied Nutrition products contain whey or milk protein and are not vegan. The brand has launched some vegan-suitable products in recent years but the core Critical Cookie and Critical Whey lines remain dairy-based. For fully plant-based sports nutrition, see our Huel range which is entirely vegan.
Where is Applied Nutrition made?
Applied Nutrition is a UK brand with UK-based manufacturing. The company listed on London's AIM market in 2024 reflecting its growth from specialist sports nutrition retailer to broader supermarket and convenience distribution. The brand has UK retail listings across major gym retailers, supermarkets and online sports nutrition stores.