About Us


Based in Redcliffs, Christchurch, PURE Sports Nutrition has now arrived in the Middle East. https://puresportsnutrition.me is owned and managed by The Principals Mena DMCC. Dubai, UAE.

The PURE Sports Nutrition range is proudly produced in New Zealand and has been designed with sports science in mind.  Our brand stands for high quality, natural products that work, containing no artificial ingredients or colours.  The range has grown to provide high quality products before, during and after your workouts.

We are proud sponsors of sports events and athletes throughout New Zealand and internationally, both at grass roots community level and major mass participation events. We believe in giving back to the communities where we live, work and play, so each year we donate in excess of 50,000 litres of PURE Electrolyte Hydration to community sports events throughout New Zealand.


PURE Sports Nutrition was developed by 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 New Zealand 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.

“Our starting point with PURE Sports Nutrition was to say, what if we put the cost of ingredients aside and instead focused on how to make effective products using only the best ingredients? That 'what if' moment defined our whole business philosophy. Most sports nutrition products are way too sweet, hard to consume and are full of fake ingredients.  We wanted something natural and clean when we exercise so we developed our PURE Sports Nutrition range."

It's not hard to stand behind products when you put the time and effort in to getting them right.  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.



We're passionate about health sports nutrition and it's important to us that we only product innovative and healthy products.  We care about what goes into our body during exercise, so every ingredient we use is carefully selected for quality and sports science performance.

We trial 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 want our customers and retailers to be as passionate about PURE Sports Nutrition products as we are.  So only after testing, refining and perfecting a product does it come off the production line.

The PURE Sports Nutrition range contains no added colours or preservatives and are made with real natural products, sourced where possible from within New Zealand.


What we do differently:

  • All ingredients are carefully selected for quality & performance.
  • No artificial colours, flavours or ingredients.
  • High quality, real fruit & vegetable freeze dried powders are used – creating a flavour unlike any other sports nutrition brand out there.

Meet The Team