Maxinutrition, the parent company of Maximuscle, Maxifuel and Maxitone, is Europe’s leading sports nutrition company.
Maximuscle is targeted at consumers who are focused on gaining muscle and increasing strength and power. Maxifuel was launched in June 2010 with a new range of products designed for endurance, targeting sports men and women to whom performance is critical. Maxitone is a product range designed for healthy active women to aid toning and weight management.
Darwin sold Maxinutrition to GlaxoSmithKline plc for £162 million in February 2011.