Brisbane-based supplements startup Muscle Nation has extended its product range to 23 following a sell-out launch last July.
The business’ products are sold in Coles supermarkets alongside international brands such as Aussie Bodies, BSC, Bounce and Musashi.
The brand has introduced products including protein water, pancakes, and jellies at the same time as expanding the flavours in its Muscle Nation Custard protein bar and powder range.
Nathaniel Anthony and Chris Anastasi, co-founders at Muscle Nation, said the response to the brand has been overwhelming.
“The opportunity to develop exclusive product lines for Coles is a real joy and we‘re not stopping here. Our team is committed to constantly evolving what we have to offer and we have some great things in the pipeline,” the pair said.
Coles GM for grocery, Leanne White, said the brand is helping promote health and well-being by launching innovative products.
“Even before the range review had been implemented, Coles team members were posting all over Instagram about seeing one of their favourite brands, Muscle Nation in their storeroom,” she said.