Bega Group has taken its Dairy Farmers brand into ready-to-drink meal replacement and added creatine and collagen to its protein smoothie range, as consumer research shows snacks displacing sit-down meals.
According to Mintel, 44 per cent of Australians replace a meal with a snack at least once a week and almost half (49 per cent) eat while commuting.
The figures come from Mintel’s Snacking Habits Australia report, published in January 2025, and its September 2025 report, The Holistic Consumer: Australian Consumer Insights.
Dairy Farmers Meal on the go is a ready-to-drink meal replacement. Each bottle has 30g of protein, 6g of dietary fibre and 18 vitamins and minerals, with no added sugar. It is lactose free, comes in Chocolate, Berry and Banana, and is ranged in Woolworths and independent and convenience stores nationally.
Two additions to the Protein Smoothies range take ingredients from the supplements aisle into the dairy fridge. Mixed Berry with Collagen has 5g of collagen and Salted Caramel with Creatine has 1g of creatine. Both have 30g of protein, electrolytes, magnesium and a five-star Health Star Rating.
The creatine variant carries advisory statements limiting consumption to one 400ml serve a day and stating it is not suitable for children under 15 or pregnant women.
Bega Group Dairy Farmers brand manager, Adele Tarquini, said, “What we’re seeing now is a significant shift in what consumers expect from the dairy fridge. Nutrition is no longer just about traditional dairy products.
“People are looking for convenient solutions that work harder for them throughout the day, whether that’s a convenient meal replacement, high protein nutrition or products with added functional ingredients.”
Functional ingredients go mainstream
Mintel has tracked both ingredients moving beyond sports nutrition. Mintel associate director of global food science, Emma Schofield, told Informa’s Ingredients Network that global food, drink and supplement launches containing creatine have risen over the past five years, from a low base.
On collagen, Mintel’s APAC Food and Drink Landscape 2026 report found 24 per cent of Australian women aged 18 to 34 who use functional food and drink have used collagen, compared to 18 per cent of men in the same group.
Bega Group accredited practising sports dietitian, Claire Saundry, said, “Protein remains a priority for many consumers due to its role in satiety, muscle maintenance and recovery, while fibre intake remains low, with 83 per cent of Australians not meeting recommended intake.”
The fibre figure is from CSIRO’s 2019 Gut Health and Weight Loss Report.
Smoothie volumes
The extensions build on a range that has scaled quickly. Bega said more than 22.5 million bottles of its Dairy Farmers Protein Smoothies have been sold since they were launched in April 2025. The company reported five million bottles late last year.
Bega said the range held a 26 per cent value share of protein-claim milk beverages in grocery in the quarter to 20 September 2026.
While holding significant market share, other brands active in the category include Rokeby Farms, Chobani, Boost Juice, and fitness brands like Muscle Nation and Musashi.
The launch follows Bega’s return to profit in FY26, when revenue rose 6.7 per cent to $3.77 billion and both the Branded and Bulk segments grew.
