Australian ready-made meal company My Muscle Chef has expanded into the beverage category, launching a protein shake range.
My Muscle Chef’s ready-to-drink protein range consists of three flavours – Vanilla & Cinnamon, Chocolate and Coffee. The launch follows a $100 million investment into the company by Quadrant Private Equity last month.
Co-founder of My Muscle Chef, Tushar Menon, said the range is a step towards achieving the business’ ambition of becoming Australia’s top functional food and beverage company.
“Seven years ago, we set up My Muscle Chef because we struggled to find a convenient range of meals with the protein and nutrition needed to fuel our own fitness goals,” said Menon. “Today, we can truly say we’re more than just a ready-made meals provider.”
The launch came at a time when sports nutrition products have become a growth sector due to an increase in the number of people with health and fitness-consciousness, especially since Covid-19. Menon says the Australian protein supplement market is forecast to achieve a compounded annual growth rate of 9 per cent between now and 2024.
My Muscle Chef’s protein range is available in all Caltex/Ampol sites and selected stores across the Metcash & IGA networks.