New acquisition for former Apprentice star’s health foods brand

Kurt Wilson founded Fuel Station in Liverpool in 2012 and now exports to Europe and the US and is set to expand further with the acquisition of Soulmatefood. Tony McDonough reports

Kurt Wilson
Former Apprentice star Kurt Wilson runs Fuel Station from Liverpool


A Liverpool juice and nutrition brand launched by former TV apprentice star Kurt Wilson has acquired a London-based rival.

Mr Wilson founded Fuel Station in Liverpool city centre in 2012, following his appearance on the hit BBC show. It offers a range of healthy juices and shakes and now exports to Europe and the US from its north Liverpool production facility.

Now the firm has acquired Soulmatefood, another well known brand in the market. Soulmatefood has proved popular with celebrities and sports stars and Mr Wilson intends to run the two brands side by side.

He said: “Soulmatefood has enjoyed an illustrious reputation in the market with a top three market share in recent years and endorsements from A-listers across leading sports including Premier League football, rugby and boxing. Consuming the brand into what we already have fits neatly in matching our projections for the next 18 months.”

Alongside the acquisition, which was for an undisclosed sum, Fuel Station is also aiming to become both plastic-free and vegan, focusing on plant-based products. It was a lifestyle adopted by the Crosby-born businessman himself in 2019. He says the deal for Soulmatefood fits in with this strategy.

“This is a pivotal acquisition for us. It will enhance both our market position and assert our profile amongst leasing plant-based products carrying a strong nutrition message,” he added.

Fuel Station’s explicit new marketing message F_@CK PLASTIC will now be adorned across its best selling vegetable-based juice cleanses that have just launched.

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