>>Daniel herman, CEO of bio-synergy

Daniel Herman, chief executive officer of health, lifestyle and energy food producer Bio-synergy, must be one of the few people who can say that he spent most of last week dressed as Spider-Man.
Herman, who founded Bio-synergy in May 1997, has been working on the recent launch of the company’s Marvel Heroes Smoothies, a range of fruit smoothies for children that carry the images of Marvel comic-book heroes Spider-Man, The Thing and The Hulk.
And as part of the launch he visited schools dressed up as Spider-Man, which he hopes will encourage more children to lead a healthier lifestyle.
“Activity and a healthy lifestyle are a personal thing for me so I want to take them to as many people as possible,” says Herman.
“It is scary how little exercise children do each day. Jamie Oliver did a great job but there is still a lot more to do.”
The company’s range
of health products, which include fruit bars, liquid energy drinks, protein powders and GI bars, are listed in retailers including Tesco, Asda, Morrisons, Sainsbury and Waitrose.
However, Herman is not resting on his laurels and is already planning the next phase of new product development by the company.
He is currently working on a brand launch later this year that will “shake up lifestyle and get retailers on board”. Although he’s remaining tightlipped until then, Herman says that it’s “definitely a space worth watching”.
In his role as chief executive officer, Herman says that he spends much of his week in meetings with suppliers, buyers, PR and marketing. He is also often invited to make presentations on children’s healthy eating.
“My primary objective is to get the message across that if you have an active lifestyle you can get much more out of life,” he says.
“I want to develop products and brands that can be used by everyone and not just élite sports people.”
Getting much more out of life (and being spider-man)