Frosty Boy Australia is diversifying its business beyond dessert and beverage manufacturing, tapping into the $36.6 million wellbeing segment in Australia with the launch of its supplements range Wellboost.
It is the first time Frosty Boy has expanded beyond its dessert, dairy and beverage expertise since establishing in 1976 at Yatala, on the Gold Coast, with Wellboost aiming to offer immune support for consumers, particularly vulnerable groups such as remote or elderly communities.
During the launch at Frosty Boy’s facility, managing director Dirk Pretorius told Food & Drink Business that the business was looking to step out from its traditional manufacturing, and enter the nutritional wellbeing segment, working with dieticians to develop the product early in the year.
“We wanted to have a focus on the immune boost side of things to have a point of difference into the market,” said Pretorius.
“The market leaders in this space are imported, so it gave us an opportunity to launch a locally-manufactured product that is as good – or better – than what is already available on the market.
“We’re constantly looking to innovate, so we wanted to see what products we can develop to utilise our team and our plant, to access a different segment in the market. For us, there’s definitely an opening in this space, because with our expertise in dessert and beverages, we know how to make things taste great, so that’s what we’re looking to offer with Wellboost.”
Leading dietitian and Wellboost brand spokesperson Kate Di Prima said it was pleasing to see a product that was made in Australia for Australians by a team of experts.
“There’s a lot of products out there that are imported, and sometimes people can’t continue taking on a product that runs short and so I really like the fact that with Wellboost, not only is it Australian-made but its Queensland-made,” Di Prima told Food & Drink Business.
“As dietitians, we always talk about a ‘bliss point’ – foods such as chocolate or ice cream have a bliss point – so it takes R&D teams a lot of work to make sure the taste of the product is enjoyable and not taken just as a supplement to get down. The Wellboost range has achieved this.”
Five products will be available in the Wellboost range, including Wellboost Care Plus – available in natural Vanilla, Chocolate and Neutral flavours – and Wellboost Immuno Plus, available in Vanilla and Chocolate. Wellboost can be purchased online.
