Novo Nutrition has been developed by Andrew Coulson who is a well known figure on the bodybuilding circuit, having not only been an enthusiastic proponent of the sport and endorser of the training practices, he is also a former IFBB (International Federation of Bodybuilders) judge. Furthermore, he is a training partner of 6x Mr Olympia legend Dorian Yates. He has also spent the last 20 years in developing concepts for a number of high profile food manufacturers and bringing these to the consumer market.
Andrew spotted a gap in the nutritional sector. Protein, energy bars and supplement powders all had their place but the latter required the addition of milk or water and the nutritional index of bars in many cases proved to be not as healthy as the consumer was led to believe.