Elixinol Wellness (EXL) brand, Healthy Chef, says its new functional beverage range, Protein Water, is a strategic move to enter one of the fastest growing categories in the nutrition market.
According to EXL, the Australian protein supplements market was valued at $499 million last year. It is forecast to grow at a compound annual growth rate of 8.3 per cent, reaching $1.1 billion by 2034.
EXL CEO, Natalie Butler, said Healthy Chef was the company’s innovation hub and protein waters were the “next frontier” in protein supplementation, offering a lighter alternative to traditional protein shakes.
“Protein Water is the first in a new wave of products built for clean, convenient nutrition and the growing focus on well aging and longevity. Priced for the mainstream market, these products position the company to scale across retail and eCommerce, expanding our addressable market and driving profitable growth,” Butler said.
The Healthy Chef range delivers 20g of clean, grass-fed collagen protein across three functional blends tailored to support consumer wellness goals:
Body Fit (Zesty Lemon): Fitness support with added magnesium, L-taurine and BCAAs;
Pure Biome (Peach Crush): Gut health focus with probiotics, digestive enzymes and L glutamine; and
Glow Up(Raspberry Burst): Skin and hair focus with added biotin and L glycine.
EXL brands include Hemp Foods Australia, Mt Elephant, The Healthy Chef, Ananda Food, Soul Foods, and Field Day that are sold through grocery, wholesale, and e-commerce channels. The Australian Superfood Co also supplies Australian natives and superfood ingredients to white label customers as well as food, beverage, and beauty manufacturers.
