Fonterra is moving into the lucrative nutritional supplement market with the creation of a new combined vitamin, mineral and protein powder called Bodiology.
Marketed as an 'age-defying solution for joints, bones and muscles', Bodiology is designed to support elements such protein, calcium, vitamin D, phosphorus, vitamin C and magnesium to help maintain a body's mobility for years to come.
"This is Fonterra Australia’s first consumer launch into nutritional supplements," Fonterra told Food & Drink Business.
"We see a significant opportunity within the vitamin supplements category within Australia and abroad over the coming years. We understand the natural nutritional benefits that dairy can have throughout the lifespan, particularly as we age to help keep us active for longer. Bodiology Vitamin, Mineral & Protein powder provides all in one support."
Targeted at anti-ageing concerns, Bodiology is claimed to be scientifically formulated to support, build and repair joints, bones and muscles.
Bodiology dietitian Deanna Mak says that rather than popping a pill, consumers can incorporate Bodiology into a daily meal routine to help them stay energetic and active throughout adulthood.
Olympian and Bodiology ambassador Matt Shirvington says: “Being a competitive athlete for much of my life, I have always had to be aware of the importance of maintenance and recovery of my joints, muscles and bones to stay fit and active.
"Now as we age, our bodies require a bit more support to protect and rebuild, which is why I ensure that Bodiology is part of my daily breakfast routine – it’s as simple as adding to my smoothie each morning.”
Bodiology comes in three flavours and is available in 400g cannisters for RRP$24.95 at Chemist Warehouse and Woolworths nationwide.
