Nutricircle Scales Sustainable eCommerce Delivery with Whistl Parcels

Nutricircle is on a mission to tackle food waste by selling surplus retail stock directly to consumers. With food waste placing an unnecessary burden on our planet, their model helps ensure perfectly good food doesn’t go to waste — while offering customers great value.

Over a third of all food produced globally is wasted. Thankfully, South Yorkshire‑based Nutricircle is helping to change that by capitalising on retailers’ and brands’ surplus stock in a way that benefits both people and the planet.

About Nutricircle

Nutricircle is an online surplus food and drink eCommerce business specialising in sports nutrition and healthy snacking. The team purchases surplus food and drink — including short‑dated, old‑branded and excess products — from some of the most recognised brands in the sector, redistributing them to customers across the UK to prevent unnecessary waste.

Because of the surplus nature of their products, Nutricircle can offer significant discounts against typical high street prices. This helps customers live healthier for less, while ensuring quality food doesn’t end up in landfill.

The business was founded by Paul and James, who both began their careers in the surplus food sector with Company Shop Group — one of the largest surplus food organisations in the industry. Starting as graduates in 2014, they progressed to Business Development Managers, helping Company Shop secure key new accounts before leaving in 2017 to launch their own surplus food venture.

Extraordinary Growth in a Short Time

In its first year of trading, the Shopify retailer turned over £35k. By 2021, Nutricircle had grown into a £1.7m turnover business.

Today, the company employs a team of seven people and operates from a 6,000 sq ft warehouse and office in Dinnington, near Sheffield — just a short distance from Whistl Parcels’ South Yorkshire depot.

James Barthorpe, Co‑Founder of Nutricircle, explains:

“Our customers are everyday people across the UK who live busy lifestyles and like to keep active. Our model allows them to stock up on healthy snacks, protein bars, cereals and protein shakes at a discount off the RRP.”

“Most of our customers fall within the 18–35 demographic, with a fairly even split between men and women.”

“We’re keen to expand into new markets, such as families. Over the next five years, we aim to broaden our product range so more people can fill their cupboards for less — while helping to tackle food waste. We’re currently the only surplus food business focused specifically on healthy snacking and sports nutrition.”

Finding the Right Delivery Partner

Paul Simpson, Co‑Founder of Nutricircle, highlights how important choosing the right delivery partner has been:

“As a new business in 2018, finding a cost‑effective delivery partner was a real challenge. As we grew, managing delivery costs became even more important.”

“Because we were shipping relatively small volumes when we started working with Whistl Parcels in 2018, their pooled volume model was ideal. It gave us access to competitive services that would have been difficult to secure directly from carriers at that stage.”

Whistl Parcels’ scalable infrastructure meant they could support Nutricircle both in the short term and as the business continued to grow.

“Whistl Parcels has helped us manage costs as our volumes increased, always offering competitive rates based on performance. Having a single invoice covering all carriers makes cost tracking simple, while regular review meetings with a dedicated account manager give us deeper insight into service performance and spend.”

Seamless Integration and Multi-Carrier Flexibility

Nutricircle benefits from dedicated and proactive account management, multi‑carrier flexibility, excellent customer service and seamless Shopify integration.

“Whistl Parcels was very easy to get set up. The sales team clearly explained how the systems worked, provided pricing options quickly, and got our account live promptly. The IT integration was straightforward, so we could start shipping almost immediately.”

The business currently uses Evri and Yodel as its primary carriers, making use of services including Evri Standard and Next Day NPOD, alongside Yodel Xpress and Xpect 24‑hour services.

Putting Customer Service First

Customer service is central to Nutricircle’s brand and reputation.

“Customer service is our number one priority. Proactive communication is essential, which is why Whistl Parcels is such a natural fit for us. We’re proud to hold a 5‑star Trustpilot rating and believe our service consistently goes above and beyond whenever issues arise.”

With Whistl Parcels supporting their delivery operation, Nutricircle continues to scale sustainably — helping customers save money, reduce food waste and enjoy healthier choices.