About Us

Bullet & Bone is a UK based start-up premium FMCG brand. The business has proven revenues, confirmed listings with the world’s largest online sports retailer, and the products have generated fantastic feedback from consumers, elite athletes, and sports scientists. The business is led by Ian Murphy – a chemist and proven brand builder with both multinational consumer products businesses like Nestle, Mars and GSK and as an experienced SME founder.

Vision and Value Proposition

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At Bullet & Bone, our mission is to help people of all levels of age and ability to perform better in sports and physical activity with all the physical and mental health benefits this brings.

 

We do this with a range of Olympian and sports scientist endorsed functional creams, lotions and gels for the skin and muscles.


From elite athletes to beginners, the products allow you to train harder and longer to make performance gains faster and achieve your personal best.

At Bullet & Bone, our mission is to help people of all levels of age and ability to perform better in sports and physical activity with all the physical and mental health benefits this brings.

We do this with a range of Olympian and sports scientist endorsed functional creams, lotions and gels for the skin and muscles.
From elite athletes to beginners, the products allow you to train harder and longer to make performance gains faster and achieve your personal best.

The Problem

Serious amateur athletes are looking to take their performance to the next level and an extra weapon in their kit bag to enhance their performance.

 

Recreational amateurs have issues with muscle and joint stiffness and soreness, proper warmth up and optimal recovery.
The products provide solutions to all these problems.

Target Market and Opportunity

The products address a gap in the large and growing bodycare market. The UK bodycare market alone is valued at £2.3 billion and is forecast to grow at 5.25% yearly over the next 5 years..

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“Active Bodycare” is a key part of this market, with 48% of consumers interviewed. In addition, a recent Mintel study was saying they would be very interested in products that help with physical activity.

The Solution

A range of Olympian and Sports Scientist endorsed functional creams, lotions and gels for the skin and muscles. The products have all the functional benefits of medicated products, smell great, use natural active ingredients and are kind to the skin.

The products increase energy, endurance & recovery. They provide solutions to the issues that may inhibit peoples’ physical activity and performance, such as:

Muscle and joint stiffness and soreness

Warming up properly

Optimising cool down

Recovery and skin irritation and inflammation due to exercise like chafing, dry skin and cracked sore feet.

The products are made in the UK, use natural active ingredients and are tested and endorsed by sports scientists and elite athletes.

Business Model

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We identify the product opportunity, have the product formulations developed and tested by our lab partners, and made by premium UK-based contract manufacturers exclusively for us. As a result, the business makes a strong gross margin on sales both direct to consumers or through retail partners.

Traction and Validation

A confirmed listing with Pro Direct Sports – the world’s largest online sports retail and agreement to support the launch to their 10 million plus community with a full communication and advertising campaign.

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Great feedback about the products and their efficacy from consumers, elites athletes and sports scientists.

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An established team and partner network of experts across operations, marketing, sales, logistics, finance, manufacturing and product development.

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Proven sales in each of of 3 key sales channels – direct to consumer, via retail partners and through international distributors.

Marketing and Sales Strategy

Sales – direct to consumer through www.bulletandbone.com, via retail partners in the sports and wellbeing categories and international distributors in selected international territories.

 

Marketing – a 360-degree marketing plan including social media, PR, email marketing, celebrity and influencer ambassadors, affiliate and sports club marketing, events and sponsorships.

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Do You Have A Question? If you need any more info, you can contact the entrepreneur directly.

Team

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