XO Fitness, the flavour-first supplement and electrolyte brand, has appointed Andy Briggs as its new New Product Development (NPD) Manager to spearhead innovation across its product formats, flavour profiles, and functional benefits.
Having spent several years at MyProtein, one of the UK’s leading sports nutrition brands, Andy Briggs brings a consumer-led and commercially focused approach to product development. With a passion for innovation and bringing ideas to life, Andy has experience translating market trends and insights into products that resonate with consumers and perform in the market.
XO Fitness’s brand is built on a clear, ‘flavour-first, no-nonsense’ ethos. This means delivering products that are enjoyable to consume, maximise flavour, and feature clean, function-first ingredient lists that are all independently tested. As NPD Manager, Andy will be the driving force behind this commitment, working closely with suppliers, flavour houses, and internal teams to ensure every product, from concept to launch, fully embodies the brand’s core values.
The brand’s strategic focus is on developing a strong and differentiated innovation pipeline. This includes the continued expansion of its popular hydration range with great-tasting, everyday formulations, and a move into alternative formats. Following the early successes of its hydration lines, creatine gummies, and chewables, XO Fitness is committed to broadening its offering to support performance as part of a balanced, active lifestyle, thereby meeting the diverse and evolving needs of today’s consumers.
Commenting on his new role, Andy Briggs said: “I decided to make the move to XO Fitness because the brand’s clear vision and flavour-first philosophy really stood out to me. As a current semi-professional footballer, having played for clubs including West Didsbury & Chorlton, Bury and Steeton, it’s great to see products being developed with the everyday athlete in mind. Joining XO felt like a natural next step in my career, and I’m excited to continue to challenge myself while playing a key role in shaping the brand’s next phase of growth.
As a Yorkshire-based company with over 20 years of collective experience in supplements, XO Fitness blends trust with pioneering innovation. With independently tested products, first-to-market innovations, and a commitment to ingredient-conscious formulations, XO Fitness is positioned to disrupt the supplement market throughout 2026.
