Cute Nutrition is a UK-based brand, but we also sell through Amazon. Our revenue is split 50/50 between Amazon and our UK webshop. The story behind the brand is that we create products by women, for women. Our founder used to work as a personal trainer and noticed, about five years ago, that the market was heavily focused on men. There was a lack of specialty products designed for women—both in terms of function and branding. That’s what we’ve been developing ever since.

We continuously research the market and talk to our customers. When we identify an opportunity, we work closely with our suppliers to create different samples and aim to develop the ultimate product. Taste is a key factor—it has to taste great while being low in calories and high in protein and nutrients.

We offer women the chance to indulge in a “guilty pleasure” without the guilt—something tasty to eat or drink that won’t derail their health goals. For example, we have Skinny Protein Pancakes and a Skinny Juice in tropical fruit flavor. We also offer supplements ranging from green tea to Craving Crushers. These terms are very common and relatable in the UK, though they may be less familiar in places like the Netherlands, due to cultural differences.