New organic sports nutrition company, Natural Ambition, has launched its first products in response to its founder’s search for suitable natural sports products.

As a keen athlete with the added complication of Type 1 Diabetes, Paul McLoughlin has to tailor his diet to fuel his endurance and manage his condition.

Therefore, acutely attuned to what suits his body, as an active sportsman he wanted a natural product, which would help his training and recovery.

Frustrated at a lack of suitable organic sports nutrition drinks and supplements he took to developing his own products – and in the process created Natural Ambition, in Wrexham, North Wales.

“I’ve always been involved in sports including running events, off road biking and CrossFit, but I could not take many supplements. I wanted something pure and natural to enhance my athletic performance and to be beneficial to the control of my condition I know which foods to use to provide nutrients to benefit the different aspects of athletic development, whether it’s for muscle gain and repair, hydration, energy or recovery. With my business experience and knowledge of nutrition I decided to develop my brand of products, Natural Ambition.”

Adds Paul,

“These are not diabetic products, but products developed for Athletes and every day warriors.”

Natural Ambition has launched two products: Organic Whey Protein with Pure Cacoa, and Organic Coconut Water Powder & Orange. Available respectively in 750g and 340g tubes.

Certified organic they are premium products and are available via the Natural Ambition website. They are also sold at a growing number of CrossFit gyms and smaller retailers, and will soon be available through Amazon.

They contain combinations of simple, natural ingredients: whey, cacoa and coconut sugar, also coconut water, organic cane sugar and tapioca dextrin – a fantastic fibre which helps to deliver nutrients a lot more efficiently in the body.

Says Paul,

“Natural Ambition has been developed as a pure organic sports nutrition for strength, training and recovery while being as sustainable and environmentally conscious as possible. “Our mission is simple: to support an active lifestyle with honest, healthy sports nutrition. No mystery ingredients, no proprietary blends, and nothing artificial. Only organic, natural ingredients which deliver real performance benefits.

The organic coconut water powder certified by the Vegan Society is derived from young green organic coconuts – which contains a high level of natural electrolytes, potassium, sodium, calcium and magnesium. This product is designed for hydration, energy and recovery and can be used as a pre-workout, and also endurance sports and it is proving very beneficial to triathletes and ironmen.

The company’s Organic Whey Protein contains raw, antioxidant-rich organic cacao. Containing 40 times the antioxidants of blueberries and a source of iron and magnesium, organic cacao has a range of benefits. This is formulated for lean muscle gain, recovery and repair.

An important part of Natural Ambition’s brand ethos is sustainability, and all its packaging is recyclable. In addition, the company eschews the plastic scoops that usually accompany such products, instead suggesting customers use a tablespoon, teaspoon or a set of scales.

To spread his natural nutrition message, Paul has enlisted the support of brand ambassadors – World Champion triathlete Neil Eddy, and CrossFit champion Savannah Sullivan.

Both are amateur athletes at the top of their sports, which Paul says demonstrates that Natural Ambition’s products are for ‘everyday people who also compete’.

Paul, who has a background in Product Management, Brand Strategy digital marketing and running a small agency, has been guided and assisted in his business aims by Cywain – a Menter a Busnes delivered project that supports the development of growth orientated businesses in the food and drink sector in Wales.

He says,

“I have many years of business experience but not so much within the food and drink sector. Cywain has been a fantastic resource of knowledge and they provide the right level of support needed depending on what stage your business is at. They have opened up great opportunities to work with a mentor and also assist in preparing to meet buyers.”

Says Cywain Development Officer, Llior Radford,

“Paul has had to really work hard to pave his way as a start-up protein drink brand, it's a tough sector to break into, but his products are forward thinking and I can tell Paul will remain focused to drive and evolve this further.”

Natural Ambition has received help too from the Wales Micro-business Loan Fund, which is managed by the Development Bank of Wales on behalf of the Welsh Government, and took part in the recent Blas Cymru/Taste Wales showcase trade event in Newport.