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MaxiNutrition is the fitness food brand of the HNC Healthy Nutrition Company, a subsidiary of the global KRÜGER Group. The in-house research and development centre takes innovative and high-quality fitness food products to a new level. Protein-packed and effective: the MaxiNutrition product range is extremely diverse and ranges from protein shakes to energy bars, shakers and accessories. Well-established in the UK, MaxiNutrition is now on its way to Germany - and we, together with our customer, the HNC Healthy Nutrition Company, implemented the digital German market launch of the popular fitness food brand.


The aim was to develop a multishop solution to roll-out the e-commerce presence of MaxiNutrition in Germany and prospectively also in other countries, as well as for additional product types and brands. In addition, HNC’s company site also had to be reconfigured.


Speed and full-service played a key role in the development process: in close cooperation with our customer, we set up the latest generation of a Magento 2 shop in less than three months. To do so, after an initial consulting phase on shop systems and the business plan, we took over the complete package of conceptual planning, design and technical implementation. In addition, we provided extensive brainstorming support in relation to the content features. The shop was also prepared for the integration of additional brands as well as other language versions to ultimately transact sales across shops with a single checkout.


Digital market launch in less than 100 days - and the result is just as dynamic: we launched a modern and user-friendly shop as well as a refreshing and interactive platform for the fitness target group. For added entertainment, we developed a broad offer of service content, which significantly simplifies the purchase decision and provides interactive support. The “Protein Coach”, an integrated configurator, lets users calculate their individual protein requirements directly online. The configurator calculates the results based on body stature, as well as the user’s personal circumstances, and is based on the scientific findings of the in-house research centres. Besides a recipe module, a special area was set up with the “Maxifiers”, which introduces the MaxiNutrition influencers with their training habits or favourite exercises. The shop naturally also offers the entire bandwidth of possible payment methods that reflect the current state of the art, from Paypal through to Klarna. Interfaces to the fulfilment service provider Office Direkt and BSPayone as a payment service provider are additionally included. Fit for further projects: following this initial kick-off project with HNC and MaxiNutrition, we look forward to additional modular feature extensions and content enrichments and naturally also to working on further brand integrations as the digital lead.



Creation and development of the shop



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[Translate to English:] MaxiNutritin Blog
[Translate to English:] Maxifiers
[Translate to English:] MaxiNutrition Shop
[Translate to English:] Maxinutrition Whey Protein

“In brandung we have gained a partner that did not just set up a high-performance online shop as a full-service digital service provider, but that also provided professional consulting on e-business issues as well as online marketing. We were impressed by the flexibility and speed and look forward to further collaboration.”

Michael Holzhey, Head of Online Marketing HNC:

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