PURE Sports Nutrition was developed by New Zealand based brother and sister Simon & Marewa Kraak in 2012 after failing to find natural sports nutrition products. Simon is a keen road cyclist and Marewa is a qualified Sports & Exercise Nutritionist (Otago University), former NZ representative rower and elite road cyclist. Both led fit and healthy lives but found it hard to get high quality, natural sports nutrition products to train and race with.

It seemed like no one really cared about what actually went into some of these products, most big well known brands have ranges that fit the science but lack the usability or quality ingredients needed to make a great product. Most products on the market are made to the lowest cost possible. Quality ingredients are sacrificed to bring costs down and profits up. What’s the point in getting fit and healthy only to be fuelling your body with low quality products during exercise?


“We are passionate about healthy sports nutrition and it is important to us that we only manufacture innovative and healthy products. We care about what goes into our bodies during exercise. Every ingredient we use is carefully selected for quality and performance. PURE products contain no added colours or preservatives and we use high quality fruit from New Zealand and Australia.”

The PURE brand stands for high quality, natural products that work. Our aim at PURE is to provide high quality sports nutrition products with no artificial ingredients or colours. We are lucky to live in a part of the world where you can get some of the best ingredients for sports nutrition products. At PURE we don’t make average products with cheap ingredients, good is never good enough – we aim for great.


“We try each of our products in the field before going to market and we listen to our customer feedback. Put simply, if we don’t like the taste and performance of a product then we don’t expect anyone else to like it either. We stand by our products and we want our retailers and customers to be as passionate about PURE products as we are. So only after testing, refining and perfecting a product does it come off the production line for our customers to enjoy.”

Our Electrolyte Hydration Range took over 12 months to get perfect. It’s not hard to stand behind products when you put the time and effort in to getting them right. We are lucky to have a great group of elite athletes and friends to support us and provide feedback on new products. We are constantly improving what we do and will continue to bring out great New Zealand made products that make a difference to your performance and life.

PURE Sports Nutrition is a New Zealand company.

Meet The Team