Muscle Nation wins Coles Product Launch of the Year Award 2021

Muscle Nation

Muscle Nation, an Australian online retail health brand, has been named the winner of the Coles Product Launch of the Year Award 2021. This follows an impressive debut in July 2021, when it launched across over 830 stores nationwide and sold out within weeks. 

Muscle Nation is a high growth start-up with an annual turnover of $51 million FY 20/21 (up 83 per cent YoY) and an online community of over two million people united by their interest in health, wellness and an active lifestyle. In 2021 they were also recognised as a 2021 AFR Fast Starter. 

“We were honoured to be nominated as a finalist in our category, Sports & Diet. Unexpectedly, while watching the virtual ceremony, we realised we were also nominated for the Coles Product Launch of The Year. When we were announced as the winner, we were completely overwhelmed,” Muscle Nation co-founders Nathaniel Anthony and Chris Anastasi said. 

“We started Muscle Nation in 2016, because we wanted to create a brand that unites people passionate about fitness and health. Seeing our own, exclusive range of products in a national retailer like Coles is beyond belief and truly humbling.” 

Muscle NationA family business based in Brisbane, Muscle Nation has a team of 100 staff (full time and casual), and has launched more than 1,000 different products, selling into more than 300 supplements stores around Australia and New Zealand, and shipping to over 150 countries worldwide. Their impressive growth also means they will move from their current Brisbane 1700 sqm warehouse to a new 4000 sqm warehouse nearby, which is currently under construction and due for completion this year. 

Coles announced Muscle Nation as the winner of the Coles Product Launch of the year Award 2021 in a virtual screening of the Coles Annual Supplier Awards on Wednesday 2 February. 

“This makes us so proud, and we are so excited to continue developing new, exclusive products and expanding the range to meet the desires of our customers,” the co-founders said. “This recognition is a huge testament to our family, team and supportive community. Thank you.”  


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