The duo teamed up to launch DT10 Sports, which is aimed at the growing number of healthier, more active consumers buying protein-fuelled products as part of their weekly shop. It includes protein bars and shakes.
Barnshaw said: “Sports nutrition products are no longer just for the elite sportsperson, die-hard gym goer or staunch fitness fan. They are becoming an everyday item for a bigger market of consumers, the super mums, dieters, those undergoing injury, re-cooperation and the clean living eater.
“A broader range of shoppers including so-called ‘social sporties’ is increasingly looking to buy these types of products, however around 40% believe they contain too many artificial ingredients.”
DT10 Sports is listed with Aramark defence services and will be available at 50 military bases.
The range is accredited and certified by Informed Sports, which means they are suitable for elite athletes, exercise enthusiasts and people with active lifestyles. It is also suitable for vegetarians.
The shakes come in chocolate, strawberry and vanilla and bars in chocolate and caramel, cookies and cream, and chocolate and mint.
Thompson and Barnshaw said they were driven to explore a new clean label, better for you and protein-rich product range after meeting by chance on a charity bike ride in Kenya (with fellow Olympian and athlete Steve Cram) in 2016.
'Horrified’ at how much sugar and non-essential ingredients are in sports nutrition products provided at events, they were incensed to discover that water was the number one ingredient in most of the drinks. Even worse, the nutrition bars contained more sugar than a Krispy Kreme donut.
Thompson said: “When competing in the 80s, these types of products didn’t exist. However, these days, sports nutrition bars and shakes are hugely popular. And looking at the ingredients, they contain high levels of sugar, palm fat, preservatives and non-essential additives.”