The protein water comes in powdered drinks and claims to deliver 20g of protein.
There are currently three SKUs with three different flavours and ingredient combinations, with bovine collagen as the protein source.
The zesty lemon flavoured BODY FIT, for instance, also contains magnesium, L-taurine, and branched-chain amino acids (BCAAs) for fitness support.
Peach flavoured PURE BIOME is formulated with Bacillus coagulans, digestive enzymes bromelain concentrate and L glutamine for gut health, while raspberry-flavoured GLOW UP also contains biotin and L-glycine for skin and hair.
The company highlighted that protein water is a high growth market in Australia.
Citing data from Expert Market Research, the firm said that Australia’s protein supplements market was worth AUD$499m (US$322m) last year, and forecast shows that it will double in size over the next decade to reach AUD$1.1bn (US$711.6m).
“The Healthy Chef is our innovation hub and 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,” said CEO Natalie Butler.
“Priced for the mainstream market”
Priced at AUD$69.95 (US$45.25) per 600g jar, the firm added that the protein water powder beverage has been priced at mass market level, with the aim of expanding the Healthy Chef brand beyond e-commerce into mainstream retail channels.
“Priced for the mainstream market, these products position the Company to scale across retail and eCommerce, expanding our addressable market and driving profitable growth,” said Butler.
The Healthy Chef’s other recent launch was Menopause+ - a powder supplement which it said was designed to support women from perimenopause through to post-menopause in areas such as bone strength, stress response, sleep, and healthy blood sugar levels.
Key ingredients used include vitamin C, D, magnesium, calcium, chromium, and botanicals such as sage (Salvia officinalis) extract, Japanese knotweed (Reynoutria japonica root) extract, and purple passionflower (passiflora incarnata) extract.
According to Elixinol, the product may also form the basis for future product development focused on women’s health across lifestages.
Aside from protein water, the brand is also expecting to launch functional snacks in the later part of this year.
