Australia's liquid meal RTD category has some healthy competition following the launch of Komplete, which was specially developed to tick more nutritional and free-from boxes than its competitors.
The on-the-go meal replacement shake contains 21 superfoods to boost its antioxident content, and is also dairy, gluten and soy-free – a world first, according to its maker, US company Kate Farms.
The launch of Komplete in Australia coincides with the launch by Sanitarium of a gluten-free variant of its leading liquid breakfast, Up&Go.
Because most superfoods aren't naturally great tasting, creating a flavoursome, enjoyable product was a two year mission, Kate Farms co-founder Richard Laver told Food & Drink Business.
He created Komplete with his partner Michelle Laver for their daughter Kate, who was born with Cerebral Palsy, and was unable to consume solid food.
Kate had developed health complications from the sugary, whey-based meal replacements she'd been prescribed, and at three years old, she was “failing to thrive”.
The Lavers decided to take matters into their own hands, and in a blender at home, they developed Komplete, initially just for the use of their daughter.
In the hope of helping others, they went on to commercialise the shelf-stable shake, which contains organic, fresh ingredients such as acai, mangosteen, blackcurrants, raspberries and green tea extract.
This makes it more than just a meal replacement – the product also “protects, prevents and heals”, according to Richard Laver, who is closely related to Aussie tennis great, Rod Laver, and is also a tennis pro.
After Kate switched to her parents' new formula, her condition improved radically, says Laver, so they decided to commercialise the product so more could benefit from their winning formula.
Since its launch in 2013, Komplete has become one of the strongest performing RTDs in the US, he says.
This is the company's first foray outside the US, and the product is being distributed in Australia by Devirra Group, and is intitially being exclusively sold through the Go Vita health food chain nationally.
The product is being targeted to a number of markets including healthcare. Laver says because of the product's proven health, wellness and allergy credentials, he plans to demonstrate it to Australian hospitals and aged care facilities.
“One drink contains the same amount of antioxidants that you'd get in eight serves of fruit and veg,” he says. “This product is also hypo-allergenic, which is one of the biggest claims you can make.”
Laver says the product's pricetag should fall once the company begins manufacturing Komplete locally, which it plans to do within six months.
Komplete is now available in Australia in three flavours: Vanilla Bliss, Cocoa Fudge and Jav'a Latte, and the recommended retail price for the 375ml shake is $8, and $95 for a case of 12.
