Spearheaded by two avid road cyclists, PURE Sports Nutrition embodies Aotearoa New Zealand’s spirit of innovation and determination. Co-founders and siblings Simon and Marewa Kraak stumbled into the world of sports nutrition almost 12 years ago, driven by their passion for cycling and a desire to create products that were not only effective but enjoyable to use.
"We were both heavily into cycle racing at the time," Marewa recalls. "The nutrition on the market was really hard to stomach - too sweet and a negative experience overall. We saw an opportunity to create high quality, natural products that actually worked."
With Marewa’s background as a sports nutritionist and elite athlete, and Simon a keen cyclist, the duo spent over a year researching their first product. Their approach was refreshingly different from the industry norm. "We figured out that most brands just throw in the cheapest ingredients to maximise profit," says Marewa. "We decided to focus on making the best product possible and see what happened from there."
Championing quality has remained at the core of PURE Sports Nutrition's ethos for over a decade. Its product development process is meticulous, with new offerings tested extensively before reaching the market.
Dispatching orders from Simon's garage for its first five years in business, now PURE Sports Nutrition is a preferred supplier to High Performance Sport New Zealand, as well as many professional athletes and sports teams within New Zealand. The company has grown to a team of 23 staff across Australia and New Zealand, with a newly expanded state-of-the-art factory in Christchurch.
PURE Sports Nutrition always considered the FernMark Licence Programme to be aspirational, and in 2018, it joined the programme to proudly demonstrate that its business embodies New Zealand’s commitment to quality and integrity.
“Being made in New Zealand provides a distinct global advantage, and the FernMark perfectly aligns with our brand values,” says Marewa, “It reflects the premium, authentic, and high-quality standards we uphold in everything we do.”
This dedication to quality is exemplified by PURE Sports Nutrition’s original hydration product, of which its formulation remains unchanged after 12 years because of its high performance. Guided by tiaki, the business prioritises sourcing local ingredients whenever possible.
"We believe that everyone should be mindful of what they consume during exercise, and we are beyond lucky to be able to have access to some of the best homegrown ingredients in the world," says Marewa.
The co-founders attribute part of their brand’s success to the growing trend of health-conscious consumers seeking authentic, high-quality products. "People value lifestyle, health, and exercise," says Marewa. "Our brand underpins those values. We've aligned ourselves with a segment of the market that is demonstrating its growth potential."
PURE Sports Nutrition's growth has been impressive, with a 50% increase in net sales from 2023 to 2024, and a staggering 167% year-on-year growth in e-commerce. The brand is making significant inroads in the Australian market, seen as a premium offering due to its New Zealand heritage.
As the business looks to the future, it plans to expand its presence in Australia, launch a new Performance Plus range, and will be partnering with over 50 large events in the next 12 months. The company's use of the FernMark accreditation further reinforces its commitment to showcasing New Zealand's quality on a global stage.
In a world where consumers are increasingly conscious of what they put into their bodies, PURE Sports Nutrition stands as a beacon of clean, effective, and honest nutrition - a testament to the power of ingenuity and the enduring appeal of brand New Zealand.