Australian brand Muscle Nation has come a long way since it branched out from apparel and accessories and into the world of health and nutrition products, including protein powder, pre-workout, weight loss supplements, and protein snacks. The functional direction has been a huge area of innovation and success for the brand, to the point where most of the releases we’ve seen from the team have been better-for-you treats and high-protein foods.
If you’ve been following everything Muscle Nation has been doing on shelves in the nutrition aisle at major grocery retailers, you’ll know it’s gone far beyond protein bars and into the likes of protein ice cream, a variety of beverages, and even protein-infused oats. The brand has given us an insight into how successful it has been in this department, revealing that its fast-moving consumer goods arm recently became a monumental nine-figure business.
Nine-figures means at minimum that side of Muscle Nation is doing 100 million (65,492,500 USD) in retail revenue, which is an absolutely massive number for a particular part of a brand. As mentioned, we’ve seen a huge uptick in functional foods and drinks from Muscle Nation over the last few years, and that’s clearly because it’s doing very well there.
