Muscle Nation co-owners Chris Anastasi, 37, and Nathaniel Anthony, 31, have landed a huge deal with Coles with the supermarket giant now selling their Custard filled Protein Bar.
Chris and Nathaniel started Muscle Nation about five years ago from a spare room in Nathaniel’s grandma’s house and now it’s grown into a multimillion dollar empire selling activewear, supplements and health food.
They told news.com.au their latest deal with Coles to sell their protein bar exclusively is “amazing.”
“We can’t stop smiling,” Chris told news.com.au.
The father-of-two from Sydney said the Coles deal has been six to 12 months in the making, with the initial plan to sell just one protein bar.
“Their minds were blown with how good it tasted and that gave us the confidence to make more and they wanted all four flavours,” Chris said.
While most protein bars have a stigma of tasting dry, chewy and “proteiny,” Chris told news.com.au the ingredients they use, which includes their signature custard powder, gives their product a “dessert” taste while also maintaining the health benefits of a protein bar.
And after just three weeks of hitting shelves, the bars have already sold out with the boys having to boost production to keep up with demand.
“Chris and I have spent the past five years focused on building our community and business online, so to see our brand on the shelf next to well established, Australian and international brands is a great thrill,” Nathaniel told the media outlet.
As part of the Coles launch, Muscle Nation are partnering with charity ‘Do Good Movement’ to donate a percentage of sales to mental health charities with a goal of raising $50,000 in the next 12 months.
The brand is also affiliated with eight other charities including Breast Cancer Awareness and Hoodies for Homeless.
The boys’ protein bars are available in four flavours including Cookies & Cream, Caramel Toffee, Choc Vanilla and Choc Mint, for $4 each — and they also launched their signature Custard casein protein powder and the new Custard plant based protein as part of the national Coles rollout.