Naturally Strong: Dietary Supplements for Real Power
Interview with Dr. Annette Horváth, Managing Director of WELL PLUS TRADE GmbH
Protein bars are now an indispensable part of the fitness and nutrition world. What was once considered a niche product for bodybuilders has now become a popular snack for fitness enthusiasts of all kinds. This development is also reflected in the philosophy of WELL PLUS TRADE GmbH, which has established itself as a leading provider of protein-rich sports nutrition and functional food. The specialist provider in the private label sector also enjoys a strong position in a dynamic market with its own brands, Power System and SedVital.
WELL PLUS TRADE was founded almost 25 years ago and has evolved from a trading company into a provider of branded products. Dr. Annette Horváth, who was appointed managing director in 2020, describes her early days at the company as challenging: "I started in the middle of the coronavirus pandemic. It was a difficult time, but we managed to set the course for the future," she explains. Under her leadership, a clear strategy was developed that focuses both on brand development and internationalization.
Strategic Realignment
The company's realignment included a fundamental change in sales structures, which was successfully implemented in 2022. "We focused on building our brand Power System while simultaneously strengthening the B2B brand," says Annette Horváth. These strategic measures led to double-digit growth in 2022 and laid the foundation for future expansion.
Focus on Quality and Innovation
A central element of the company's philosophy is the quality of the products. WELL PLUS TRADE places great emphasis on selecting high-quality raw materials and manufacturing in Germany. "We work with strategic partners and develop the formulations ourselves. Quality is our top priority," emphasizes Annette Horváth. This is also reflected in the products, which are not only suitable for a conscious diet but also a tasty snack. "Functionality and good taste are crucial for success," she adds.
Brand Portfolio
WELL PLUS TRADE distributes a wide range of products under the brands Power System and SedVital. Power System is one of the leading brands in the field of sports nutrition in Germany and Austria, offering protein bars, powders, and ready-to-drink products. SedVital, on the other hand, focuses on natural ingredients in organic quality. "We believe in the power of nature and pay special attention to sustainable production methods," explains Annette Horváth.
B2B Business Model
In the B2B sector, WELL PLUS TRADE sees itself as a concept provider. The company develops customized products for medium-sized brand owners who want to expand their portfolio. "We work closely with our customers to develop tailored solutions," says Annette Horváth. This flexibility allows WELL PLUS TRADE to meet the specific needs of its customers and develop innovative products. The company focuses on environmentally friendly packaging and produces mainly in Germany and Europe.
Dynamic Market
The market for protein-rich snacks and supplements is dynamic and continuously growing. Annette Horváth sees great potential in further internationalizing the company. "The consumer health market is growing sustainably, and we want to benefit from this trend," she explains. WELL PLUS TRADE has already taken initial steps towards internationalization by, for example, opening its own e-commerce store for Austria.
Future Vision
The future of WELL PLUS TRADE looks promising. The company plans to increase brand awareness and develop new distribution channels. "We want to focus not only on the German market but also expand into neighboring countries," says Annette Horváth. The company remains true to its roots and focuses on quality and innovation.