Shock for Kaltenkirchen: More Nutrition closes logistics location!

Shock for Kaltenkirchen: More Nutrition closes logistics location!

The region around Kaltenkirchen is facing significant change: The Quality Group is closing its logistics location in Nützen at the end of the year. This decision has far-reaching implications, not only for the 270 employees who work here, but also for the nutritional supplements market in which the company plays a central role. Loud NDR Employees will have the opportunity to move to the new location in Elsdorf in neighboring Lower Saxony, where around 100 employees will find new perspectives.

As part of the expansion of production, The Quality Group has decided to relocate. A lot has happened since the company was founded at the end of 2020, with the merger of several companies, including the brands More Nutrition, ESN and Foodist. More Nutrition's products in particular have attracted attention through legal disputes and complaints from consumers. Legal action was taken against the company at the beginning of 2022 because advertising was judged to be scientifically unsubstantiated. The Wikipedia article about the Quality Group also brings to light that the brand is repeatedly criticized for making inadmissible advertising claims.

Criticism and security concerns

In the media, such as in Federal Association of Consumer Organizations, the health risks of dietary supplements are often pointed out. The majority of consumers feel poorly informed about the possible risks and demand clear regulations for the sale of such products. In a representative survey, 95% stated that they believe security checks are necessary. This need for transparency is underscored by the large number of reports of health problems associated with the consumption of dietary supplements.

Additionally, the influencer marketing methods that The Quality Group heavily utilizes are widely criticized. It is repeatedly reported that influencers make false advertising claims or are even put under pressure to give positive reviews. These practices reflect poorly on the industry and, as the surveys show, can lead people to neglect medical advice - a situation that can have fatal consequences.

The way forward

Despite the challenges facing The Quality Group, the nutritional supplements market remains lucrative. After all, 54% of consumers have bought such products in the last six months. The trend seems unbroken, even if demand is linked to the conditions that transparent and demonstrably healthy products are offered. The closure of the logistics location in Nützen marks a further step in the development of this company, which has already adapted to a dynamic market through strategic changes in the past.

Whether the new logistics center in Elsdorf can bring a breath of fresh air into production while at the same time taking consumers' concerns into account will become clear in the coming weeks. The closure in Nützen could represent both an opportunity and a challenge, and it remains to be seen how The Quality Group will fare during this turbulent time.