Nutrend Bulgaria - the path of the nutritional supplements

This story began about 15 years ago, when a sales company, located on the capital's Nishava Street became an importer of the famous NUTREND food supplements as an exclusive representative of the eponymous Czech company. The business is mainly run by two brothers - George takes over the commercial part and Miladin is dedicated to production.

The partnership with NUTREND gave them the know-how about the production process and they calculated that much more competitive prices for the final product can be achieved in Bulgaria. The unfair partnership of one of the companies they were working with at the time provided further incentive for their decision to go by themselves.

The big jump in the market for food supplements after the Covid-19 pandemic also had an impact. The growth in global demand for them is estimated at around 900%.

Georgi Stoyanov's family decided to purchase land for a production hall and warehouse in their hometown Slivnitsa. "The stone is heavy at its own place," says Georgi, sharing that the location was chosen for a reason. There were many obstacles to start there. But they insist on developing this particular region - improving the environment and creating new jobs.

They have also chosen a non-random date for the start of production - 15 August 2021. The Stoyanovs are devouted Christians and celebrate the great feast of the Assumption of the Virgin Mary.

For their production, they started importing high quality raw materials from the USA. Thus, they started partnering with another big brand in the supplement business - Naturalico. The products under this brand meet organic standards and are all-natural, herb-based.

Gradually, Nutrend Bulgaria Ltd.'s portfolio includes several own brands. In the middle of 2023 the company launched a new brand - named after the legendary Bulgarian fighter and wrestler Dan Kolov. The name of the Dan Koloff products aims to keep the memory of one of our most successful athletes of all times alive.

In addition to high-quality raw materials and years of research to produce the best possible products, the brand also makes a social contribution - between 5 and 10% of its turnover is donated monthly to the Dan Kolov House Museum.

What drives them

"We sell health," says Georgi. And adds: "We are teaching health".

They help many Bulgarian athletes because they know how hard it is for them to make a living here. They sponsor one of the biggest basketball schools for children in the country - Buba Basketball, as well as many sporting events. In this way they try to improve the sports environment in Bulgaria and give more young people the opportunity to play sports.

According to Georgi Stoyanov, the company distinguishes itself from other companies on the supplement market because of its ideology. The brothers and their team constantly look for new solutions and development. All their revenues are reinvested in the business.

They work hard, avoiding the standard "employee-boss" relationships. They solve problems together. Over the years they have built a friendly atmosphere that makes work a pleasure.

The partnership with BDB

The manager of Nutrend Bulgaria Ltd., says that since the beginning of the partnership with BDB, the company's revenues have doubled.

The company, which is managed by Georgi Stoyanov, has reached the limit of BGN 5 million, drawing three loans under the InvestEU programme in different areas. The first one is for working capital and the others are investment funds - for digitalization and innovation - to improve and automate production. With the support of the bank, machines were purchased, especially designed for the company's needs and tailored to its premises.

The digitalization and innovation in their manufacturing project has qualified for a grant through the Ministry of Innovation and Growth. Nutrend Bulgaria Ltd. turned down the grant so that they could get the funds faster and start work. So, with the loan from the BDB, they started developing their project quickly. This was also the beginning of the first stage of the expansion of their production facility in Bulgaria.

Their future plans are for a new production hall - three times bigger. This will enable them to meet the increased demand. With the expansion of their production they plan to enter Romanian and Greek markets. They modestly claim that they are not the biggest in the market in terms of revenue. Their competition comes from the leading supplement stores such as Fitness1.bg and HealthStore.bg, but they do not have their own production, while Sila.bg is also a manufacturer and retailer.

Currently, Nutrend's supplement factory in Slivnitsa employs nearly 80 people. The company has partnerships with Pulse, Flais and Next Level gyms. There it sells its products and runs joint initiatives, as well as with other larger chains. Nutrend Bulgaria has a representative store on 39 Dondukov Blvd., as well as the company's store on 40 Nishava Str., where its history began.

All products from the company's portfolio are published in its online store: https://nitrotiger.com/ 

Information on dietary supplements: 

Over the recent decades, the global production and marketing of dietary supplements has increased significantly.

❗️ They are special products that contain, usually in concentrated form, nutritional components (proteins, carbohydrates and fats), vitamins, minerals, plant extracts, whole plants or parts of plants.

❗️ Supplements are designed to complement our diet with substances that are missing or in reduced amounts in the foods we use.

❗️ They are also commonly used for therapeutic purposes as a means of primary and secondary prevention, and additional therapy in many diseases.