The Quality Group

More than 40% growth and €850M revenue in the first half of 2026. We set a new milestone: The Quality Group grew organic revenue by more than 40% in the first half of 2026 – reaching over €850 million. This follows our first year crossing €1 billion in annual revenue in 2025. Growth is broad-based – across our brands ESN, More Nutrition, Raw Nutrition and Bum Energy, across categories, channels and markets. It reflects what we've been building: a differentiated platform with in-house production, strong communities, and an uncompromising focus on quality. As our CEO Heikki Takala puts it: "We are becoming a true growth compounder – growing sustainably and delivering value, with the ambition to become a global industry leader." This is just the beginning.

How does a brand scale growth when expanding from D2C roots into international retail? This was the topic of our session at the Salesforce Consumer Goods Summit. There, Carmen Benkö and Philipp Abt explained how The Quality Group uses data, CRM, and retail execution to build a foundation for scalable growth. As ESN and More Nutrition continue to grow across channels and markets, achieving commercial excellence becomes increasingly important. Scaling means creating processes that enable teams to move faster, make better decisions, and provide a consistent experience at every touchpoint. Our session focused on how standardized processes, connected customer data, and robust retail execution can strengthen our market presence and support sustainable category growth. Thank you to Salesforce for the event, and to everyone who joined the session and contributed to the discussions. We appreciate the opportunity to share our perspective and exchange ideas with so many people from the consumer goods industry.

23,500 m² more space for our next chapter of growth. We're expanding our production and logistics facilities in Elmshorn – right next to our existing headquarters at Werner-von-Siemens-Straße. The new facility, developed together with Hamburg-based project developer May & Co. will add 23,500 m² of production and warehouse capacity for our brands ESN and More Nutrition. Completion is planned for early 2027. Growth requires infrastructure. And we're building it – in the region that has been home to The Quality Group from the very beginning. Read the full story in the Hamburger Abendblatt (link in comments 👇 ).

Strong products need strong commercial execution.   With ESN driving performance nutrition and More Nutrition shaping the better-for-you category, we continue to contribute to the growth of both categories across Europe. That momentum is only possible because demand is met by a B2B department that keeps growing alongside our brands.   Today, around 150 colleagues across our B2B department work every day with our retail partners, distributors, and customers to bring our products to more people. Different markets, different functions, and different expertise, united by the same ambition: to grow our brands and the categories they represent.   As the organization continues to grow, staying aligned becomes just as important as execution itself.   That's why we regularly bring the entire B2B team together with the teams that make this success possible every day, including our brand teams, Product, Operations, IT and Finance. It is an opportunity to share perspectives, align on priorities, and strengthen the collaboration that drives our business forward.   Under the leadership of our Chief Commercial Officer, Mary-Jo C. Slipek, our B2B department has developed TQG into a key driver of category growth across markets.   A big thank you to everyone who joined the event, contributed their ideas, and continues to bring so much passion, ownership, and energy to our commercial business every day.

Nutrition is one of the most widely discussed topics today. Conversations about ingredients, sugar reduction, and modern nutrition are often emotional and fast-moving, and they are sometimes lacking scientific context, from social media to headlines. We believe meaningful discussions start with reliable evidence. That's why our involvement with the Süßstoff-Verband e.V. extends beyond mere membership. Alongside partners from various industries, we promote a more science-based dialogue about sweeteners, nutrition, and consumer education. We're proud that Katrin Born, our Director of Corporate and Brand Communications and a board member of the association, contributes to this work and helps communicate complex nutrition topics. For us, contributing to public dialogue is part of our broader responsibility. Developing science-based products also means supporting science-based, transparent, and accessible conversations. Informed decisions start with informed discussions.

What does it take to create an event experience that people still talk about weeks later? The latest issue of "Event Partner" explored exactly this question through our FIBO 2026 activation and we're proud to see the story featured as a title story. Looking back, FIBO was built around a simple idea: creating a place where our communities could experience ESN and More Nutrition beyond the products. That approach shaped every decision: Two dedicated halls. 17 product launches. More than 100 creators and athletes. Over 1.2 million prepared samples. Not as standalone attractions, but as part of an environment designed around interaction, discovery and shared experiences. What made the days in Cologne special was seeing how naturally the community brought these spaces to life. People trained together, met their favourite creators, discovered new products, participated in challenges and spent hours exploring both brand worlds. The article also highlights something that often remains invisible from the outside: the scale of preparation behind an event like this. More than 900 crew members, countless moving parts and months of planning all came together with one goal: creating an experience that felt effortless for the people visiting it. A special thank you to Hannah Kloft for sharing her perspective in the interview and for leading an event that reflected what our brands stand for. 🖤

We’re incredibly proud of what has been built in Elsdorf over a short period of time. From the first shipments leaving the site to the current highly automated operation running at scale, the location's development displayes what becomes possible when technology, processes, and people evolve together. A few numbers help put that into perspective: ➖ Around 65,000 orders per day ➖ Up to 88,000 orders in 24 hours during peak periods ➖ 420 Locus robots in operation ➖ 50,000 m² of warehouse space Behind this infrastructure is a team that makes thousands of decisions daily, solves challenges in real time, and ensures everything runs reliably, even during peak periods. The site's growth has been remarkable, but the combination of innovation, execution, and the people who bring both together every day is what makes it work. Thank you to everyone in Elsdorf for your commitment, expertise, and energy that continue to shape this journey. 🫶

One of our annual highlights is visiting Vitafoods. It´s where the nutraceutical and sports nutrition industry comes together in one place for a few days. Researchers, manufacturers, suppliers, and innovators discuss the developments that will shape the category in the years ahead. As we continue to drive sports and better-for-you nutrition across Europe, it's important to stay close to these developments. The products we launch tomorrow are often influenced by today's conversations. That’s why our team spent several days exploring new ingredients, emerging technologies, scientific developments, and evolving consumer needs. Quality starts long before a product reaches the consumer. It begins with sourcing the right raw materials, building strong partnerships, and continuously challenging how products can be improved. At the same time, innovation requires curiosity. New concepts, formulations, technologies, and perspectives help us refine ideas, validate our direction, and continue to push the category forward. It were days full of inspiration, exchange, and valuable insights for what comes next. 🚀

TQG @ OMR - Part 3: Scaling a digital-first brand into retail requires more than just distribution. Our VP Commercial Excellence & Activation Carmen Benkö and Anne Bär from Shopfully, along with Julian Klein, shared at the OMR Festival how to approach this transition in a structured, data-driven way. The focus is on connecting digital reach with physical retail execution. This involves using targeted offer communication and a cross-channel setup to create visibility, guide consumers into stores, and measure impact at the point of sale. In this context, it becomes clear how important alignment across channels is. Digital touchpoints don’t replace retail; they strengthen it when used correctly. The discussion highlighted how data can support better decisions throughout this process, from planning to activation. It also showed how digital-first brands can gradually build relevance in brick-and-mortar environments.

TQG @ OMR - Part 2: How do ESN and More Nutrition optimize media buying with AI? Our Teamlead for Performance Marketing Paid Social & Affiliate Marketing, Paul Keil, took the stage with Markus Repetschnig, the CEO of Admetrics. Together, they shared how performance marketing has evolved from manual execution to a scalable system. The starting point is simple: growth isn't about platform metrics; it's about acquiring customers profitably. The way decisions are made is what changes. Rather than optimizing for isolated KPIs, the focus shifts to real business impact by separating new and existing customers, understanding channel contribution, and building a setup where data reflects reality, not just platform signals. As channels, campaigns, and creatives become more complex, manual control becomes impractical. The solution is a system in which data, technology, and clear rules collaborate to enable faster, more consistent decisions at scale. Together with Admetrics, this approach connects all relevant data points into one decision layer, turning intuition into measurable, comparable, and actionable information. In practice, over the past 12 months, performance marketing has transformed into a fast-moving, professional setup, with clear improvements in new customer acquisition, revenue, and channel diversification. The level of interest during the session made one thing clear. The room was filled well before the start, discussions continued beyond the planned time, and the exchange carried on even after the session ended. This is a strong signal of how relevant this shift has become.