What happens when a booming sports nutrition market collides with regulatory reality and patchy evidence?

In this episode of the Food Matters Live podcast, recorded at our event in Manchester in May 2025, a panel of industry experts delve into the commercial realities facing sports nutrition brands today.

They discuss health claims, the novel foods approval process, and maximum vitamin limits.

But it’s not all about regulation. This episode covers the latest active nutrition trends and consumer behaviours.

Active nutrition now covers everyone from couch-to-5K runners to elite athletes, but what they want and need can vary greatly.