Vitafoods Europe 2025
Last week, I had the chance to attend Vitafoods Europe 2025 in Barcelona; my first industry event in the world of health, nutrition, and supplements. As someone who’s worked in tech and leadership events before, I wasn’t sure what to expect. But I can say now, with total honesty: this space is different, and in all the best ways.
It was an honour to attend not only as a first-time visitor, but also as a co-founder of Yeu, alongside my dad and business partner. We were there representing our work in what we call “Creatine 2.0”, and while I won’t spill all the details just yet, let’s just say the conversations we had and the insights we gained have left us more energised than ever.
What made this event so special wasn’t just the backdrop of sunny Barcelona or the easy flow of good food and coffee/matcha (though the food trucks and courtyard sunshine were definitely a win). It was the chance to finally connect in person with people I’ve known online for ages. Shaking hands, sharing real conversations, and diving into spontaneous chats in the hallways. These moments were the heart of the experience.
From researchers and scientists to brand leads and ingredient innovators, the mix of minds was next-level. It wasn’t just sales talk, it was deep knowledge sharing and an openness that reminded me how collaborative this industry can be. No gatekeeping. Just genuine curiosity and a shared commitment to doing better for the health, well-being and vitality of consumers.
Of course, creatine was a big focus for us, and it was exciting to see how innovation is being pushed out in this space. A highlight? I saw “Creatine for Women’s Health” front and centre in one of the biggest booths. That shift in messaging is starting to happen, and I’m proud that we’re part of that wave, helping to redefine what performance and wellness can look like for women, and making creatine a relevant, exciting conversation for everyone.
As a brand strategist at heart, I loved geeking out over how B2B companies were positioning themselves. Some booths really nailed the vibe with bold, minimal colour palettes (red from Ital Gel, cool blues from Empwr). There’s something powerful about clarity and confidence in a space that can sometimes feel overly clinical or complicated.
It was also interesting to see how brands are preparing for the next wave, whether it’s increased creatine production from Chinese manufacturers or the move from RTM (ready to mix) to the next generation of creatine formats.
My co-founder Steve and I with the amazing team at NutraIngredients for their awards party, photo by the lovely Joel Espinal
From meaningful chats with ingredient scientists to the beachside NutraIngredients awards ceremony, there was a thread that ran through the whole week: people care. They care about the science, yes, but they also care about collaboration, impact, and doing work that actually helps people feel better.
Special shoutout to everyone who came and spoke to us, introduced us to others, or asked smart, thoughtful questions about what’s possible. The energy was contagious. We left feeling more committed than ever to what we’re building and more connected to the broader ecosystem that’s helping to shape the future of health and wellness.
(1) My co-founder Steve and Shawn Wells, (2) Steve with Stephen Daniells, (3) With my amazing friend and photographer, Leila Alsulaiman
Barcelona, you were good to us.
Until next time.
Seize the years,
Rachael Jennings | Co-Founder + CBO, Yeu
