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New Muscle Nation Custard Protein Bars launching at Coles


Muscle Nation, one of Australia’s fastest-growing online activewear and supplement brands, have successfully landed a deal with Coles to stock an exclusive Custard filled Protein Bar from Wednesday 13 July. 

High in protein and low in carbs and fat, the new Custard protein bars will be available Australia-wide at over 833 Coles stores. 

This will be the brand’s first foray into a national supermarket chain and will position them on health food shelves alongside well established, international household brands like Aussie Bodies, BSC, Bounce and Musashi. 

“If you had told us when we started our Muscle Nation journey from a small study desk, packing and sending orders ourselves, that we would be selling our products in a major supermarket brand like Coles across over 833 stores nationwide, I am not sure we would have believed you,” Muscle Nation co-founder Nathaniel Anthony said. 

“We have spent the past five years focused on building our community and business online so to see our brand on shelf next to well established, international brands is a great thrill. 

“We have an amazing community who have helped us get to where we are today, and we’re excited to see where this next step takes us.” 

In a first for the protein bar market, the bars include Muscle Nation’s signature protein Custard layered inside the bar, providing a dessert-like flavour while maintaining all the health benefits of a protein bar. 

The bars are available in four flavours, including Cookies and Cream, Caramel Toffee, Choc Vanilla and Choc Mint. They are designed to keep consumers feeling fuller for longer. With a minimum of 25 per cent protein in each bar, they are a great on-the-go snacking choice. 

Alongside the Custard protein bars, Muscle Nation have launched their signature Custard casein protein powder and the new Custard plant-based protein as part of the national Coles rollout. 

Casein protein provides a slow, sustained release of protein throughout the day or night. With the addition water or milk, the product will become a ready-to-eat smooth Custard, with the added benefits of protein and fibre. Great on its own, or mixed with fruit, crushed cookies or granola for added crunch. 

The average Australian eats on average 5.1 discretionary foods a day. Muscle Nation’s exclusive partnership with Coles introduces more options for Australians to be able to access a healthy snack easily at their local store. 

“It is rare to see an Australian online retailer successfully secure a deal with a large national grocer so when the opportunity presented itself, we wanted to do something special,” Muscle Nation co-founder Chris Anastasi said. 

“The result is a new, exclusive range of protein bars, filled with our signature Custard protein which is very popular with our existing community. 

“This new Custard protein bar has incredible texture, tastes amazing and is high in protein, fibre and low in carbs, fat. We’re looking forward to introducing our speciality products to a whole new audience and conveniently in every neighbourhood nationwide is incredible.” 

“Coles is proud to partner with an emerging Australian business to expand its health food offering to customers with a brand-new range of protein Custard powders and bars, with 6 products exclusive to Coles,” Coles Grocery general manager Leanne White said. 

“We have been following the Muscle Nation journey closely for some time and have been impressed by the way in which they have built their brand and product offering. 

“As part of our purpose to sustainably feed all Australians to help them live healthier, happier lives, we are delighted to support Muscle Nation who is paving the way with an innovative Custard protein range,” she said. 

“We see great potential for them in the health food category, which has experienced substantial growth in the past 12 months as consumers focus on their health and feeling their best. The Muscle Nation range has started rolling out in stores and already we are seeing some fantastic results.” 

Muscle Nation are committed to encouraging environmentally sustainable initiatives. Made in Australia, the Custard protein bars and powders are packaged in pouches, using 98 per cent less plastic. Earlier this year, the brand also introduced its first sustainable activewear line with Hattie Boydle. 

As part of the launch, Muscle Nation are partnering with the charity Do Good Movement, donating a percentage of sales to mental health charities with a goal of raising $50,000 in the next 12 months. Muscle Nation’s first goal is to fund the training and placement of 50 Lifeline Text Crisis Supporters through an 18-week course by Christmas. 


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