German sports nutrition heavyweight ESN continues to scale its United Kingdom operations, announcing the expansion of its portfolio with two new performance-focused innovations: Ultrapure Creatine Gummies and the comprehensive ‘Crank’ pre-workout formula.
Following the brand's strategic entry into the UK market in January 2025, this product drive aims to address rising consumer demand for high-convenience, science-backed supplementation. ESN—which headquarters its operations in Germany—stated that the development of these SKUs was heavily influenced by feedback loops involving both recreational consumers and professional athletes.
Addressing Format and Efficacy
The expansion targets two distinct categories: pre-training energy and muscle endurance.
The newly developed Crank pre-workout solution is engineered as a "3-in-1" blend designed to deliver energy, focus, and hydration simultaneously. The formulation features a 200mg caffeine dosage alongside beta-alanine, taurine, and GBB to drive energy without the associated "crash."
To support physical performance, the blend includes a volumising pump matrix consisting of l-citrulline, l-arginine, theobromine, betaine, potassium, and natural sea salt. Cognitive function is addressed through the inclusion of l-tyrosine, huperzine A, and vitamin B6.
Simultaneously, the Ultrapure Creatine Gummies are designed to overcome the traditional palatability issues of powdered creatine. Each serving delivers 3.4g of stabilised creatine monohydrate, verified for quality and efficacy. The peach-flavoured gummies target a broad demographic, from weightlifters to lifestyle consumers seeking health benefits.
Strategic Commentary
Mike O’Leary, Head of Product at ESN, emphasised the R&D focus on solving consumer pain points regarding supplement formats.
“Creatine is one of the most effective supplements for improving physical performance, but for years, the format has been a barrier, alongside a lack of education on creatine’s wide-ranging benefits,” O’Leary said. “We wanted to create something that not only works but that people actually enjoy taking.”
Regarding the pre-workout category, O’Leary added: “Further, our UK community told us they wanted more than just a caffeine rush with a crash. They want a pre-workout that truly fuels performance and sustained energy, the kind you can feel in your focus, endurance and pump, which we’ve delivered with Crank.”
Commercial Availability and Pricing
The new range is positioned for pan-European distribution, available online in the UK as well as across the DACH region, the Netherlands, Spain, and Italy.
Crank: Retails at £27.99 for a 370g tub (20 servings). It is available in Fruit Punch and Blue Raspberry flavours and is suitable for vegetarian and vegan diets.
Ultrapure Creatine Gummies: Priced at £23.90 for a 600g pouch (120 gummies), with a recommended intake of four gummies per day.
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