Maxim Soft Protein Bar Salty Caramel

Maxim is a well-established sports nutrition brand originally founded by English cyclist Steve Jennings. The brand's inception followed Jennings' rehabilitation from a cycling accident, during which he recognized the potential of specialized energy mixes. Initially a niche product for athletes, the brand eventually expanded into a comprehensive range of sports nutrition products, including energy bars, gels, and protein bars.

Today, Maxim is a prominent brand within the European market, particularly in the Nordic countries and the Netherlands. The brand is owned by Orkla Health, a subsidiary of the Norwegian industrial investment company Orkla ASA. While the brand has British roots, it is now managed and distributed through Orkla's regional divisions. Manufacturing typically occurs across multiple locations in Europe to serve its primary markets in Scandinavia and Central Europe.