**From the Pitch to the Boardroom: Welsh Football Star Scores £15 Million Business Triumph**
Former Wales international footballer Hal Robson-Kanu, who etched his name in national sporting history during the Euro 2016 tournament, has once again grabbed headlines—a world away from the football field. The ex-striker has successfully transitioned into the business arena, securing a major financial victory as his nutritional drinks company, Innate-Essence, was recently majority acquired by AG Barr, a well-established name in the beverage industry.
The deal, which values the majority stake at an impressive £15 million, sees AG Barr, famed for its iconic brands including Irn-Bru and Boost, take a 51.1% share in Innate-Essence. This strategic investment marks a new chapter for Robson-Kanu, whose entrepreneurial journey began after he hung up his boots. Through Innate-Essence, he leads the brands Turmeric Co and Raw Hydrate, both of which are rapidly gaining recognition within the health and wellness sector.
Robson-Kanu’s inspiration for entering the health drinks market is said to stem from personal experience. Following a serious knee injury that threatened to cut short his football career, he turned to turmeric shots to support his recovery. The positive impact this had on his rehabilitation fuelled his desire to launch a business dedicated to enhancing wellbeing, particularly for those leading active lifestyles.
With the additional investment from AG Barr, both companies are setting their sights on ambitious expansion plans. The infusion of capital is earmarked not only for accelerating international growth, but also enhancing the brand’s retail presence, developing robust marketing strategies, and fortifying its position within a rapidly evolving sector. Observers believe the partnership has the potential to propel Turmeric Co and Raw Hydrate onto a bigger global stage.
The business has already established a solid foundation, with much of its growth driven by subscription-based sales and successful listings in major British retailers such as Sainsbury’s and Ocado. The company’s products also feature in esteemed health and fitness venues, including the nationwide chain David Lloyd Clubs. Furthermore, strategic partnerships have been forged with Premier League football clubs like Everton and Brentford, as well as rugby giants Sale Sharks and Leicester Tigers, and British Gymnastics. Such alliances have contributed to the brand’s credibility and visibility among professional athletes and active consumers.
Financial and legal advisory for the sale was handled by BDO and Pinsent Masons, ensuring the transaction proceeded smoothly. In a statement, Robson-Kanu expressed his excitement about the future, noting that the partnership with AG Barr represented not a culmination, but the beginning of a new and ambitious phase for Innate-Essence. He acknowledged the expertise of his advisors in navigating the complexities of mergers and acquisitions within the sector.
For AG Barr, the move reflects a continued commitment to innovation and diversification within its product portfolio. The company, which is publicly listed on the London Stock Exchange, recently reported a strong trading performance, projecting revenues of approximately £228 million for the first half of 2025-26—a 3% rise from the previous year. This acquisition aligns with their strategy to tap into the fast-growing health drinks market and connect with an increasingly health-conscious consumer base.
Robson-Kanu’s journey from football star to business entrepreneur is emblematic of a growing trend among sports professionals diversifying their interests beyond the field. His story provides inspiration to athletes contemplating life after sport and serves as a testament to leveraging personal experiences into successful ventures.
As Innate-Essence embarks on this promising new chapter, the business landscape in Wales and beyond watches with anticipation to see how this dynamic partnership unfolds and what it could mean for the future of sports nutrition and wellness.