Leading performance nutrition brand, Tribe, unveiled a brand new identity, ‘Force of Nature’, which aims to “communicate how its products condense nature’s power for their customers to unlock wherever and whenever they need.”

The new brand identity is supported with a new website, new and improved recipes across the range and the launch of Hydrate, a performance energy and hydration product, which is the first in the UK market to use no synthetic vitamins or minerals.

Tribe has already gained a host of early listings including Whole Foods, Selfridges, Planet Organic, Daylesford and As Nature Intended.

The new brand identity marks the next stage in the Tribe story, as it aims to take its phenomenal success as a online and subscription based business to the retailers, said the company in a statement.  Funded by a phenomenal crowdfund round in 2017, it was created in partnership with the leading creative agency Pearlfisher.

Striking illustrations of nature and the outdoors will reflect the ‘Force of Nature’ ethos on the packs, whilst bold ingredient-themed colours bring on-shelf impact. To support the new look, Tribe is harnessing the power of influencers and its Ambassador community, the statement added.

“The success we’ve seen to date as online-only brand shows the opportunity in retail is huge and we are now on a mission to turn Tribe from an online sensation with a hugely active community into a key player in retail sector,” said Tom Stancliffe, Tribe Co-Founder.

The three strong Hydrate range, to be launched this month, is made from real fruits, botanicals and electrolytes and contains absolutely no synthetic vitamins and minerals. The range is designed for everyday athletes to help them perform better everyday and the three flavours Lemon + Matcha; Strawberry and Tropical Fruits will initially be available through its online shop before rolling out into retail.

The brand has a range of three different bars available to retail: Energy, Protein and its new Infinity Bars. The Infinity Bars are available now in two flavours: Choc Salt and Peanut Butter & Banana and offer a “bowl of porridge in a bar”: nuts, seeds and the best grains – Ethiopian teff, Scottish oats and buckwheat, for optimal slow-release energy. They feature the highest quality natural ingredients, are gluten free, dairy-free and vegan.

Tribe was inspired by a 1,000 mile run undertaken in 2013 by its three founders to fight human trafficking. It set them on a mission to improve the world of sports nutrition, creating the highest quality natural products for everyday athletes. Less than three years later, they have a 20-strong product range, have doubled turnover every year, raised over £350,000 through the Tribe Foundation for their fight against human trafficking and have an active community of over 50,000 everyday athletes.