Bega marks acquisition of 180 Nutrition with Coles deal in first foray into active nutrition

It’s known for iconic Aussie brands like Vegemite and Big M. Now, Bega is taking on rivals in another supermarket aisle.

Bega’s expansion from the dairy aisle to the health food aisle is complete, two years after it took control of a Byron Bay nutrition company.

The Australian dairy giant has launched the first of its active nutrition products on supermarket shelves, laying down the gauntlet in the ever-intensifying superfood wars.

Bega — which owns iconic Australian brands including Vegemite, Big M, and Farmers Union — purchased a controlling stake in 180 Nutrition in 2019, in a strategic move into “active nutrition” as consumers become increasingly concerned about their health and wellness.

It took full ownership in late 2020.

For more than a decade,180 Nutrition had been selling protein powders, superfood bars and collagen powder online to customers.

The supermarket deal with Coles brings founder Stuart Cooke’s expansion dream full circle.

Head of consumer health, Bradley Coleman, said Bega has hopes to take 180 Nutrition internationally, but was first focused on expanding its “on-the-go options.”

Australian dairy giant Bega has acquired 180 Nutrition, a company Stuart Cooke (pictured) co-founded. Picture: Supplied

“We’re continuing to grow 180 Nutrition’s presence and would love to see the range available internationally. We have an extensive innovation pipeline in the works and one of our focuses is expanding our on-the-go options.” Mr Coleman said.

Mr Cooke, who assumed the role of marketing manager following the acquisition, said the company was founded in a bid to “shake up” the industry, which at the time was largely dominated by “synthetic” products.

“We wanted to create a supplement that was based on whole foods … and this was at a time where these products didn’t exist” Mr Cooke said.

The brand did most of its trading through its online store in its early days before making it into the inventories of more than 20 smaller retailers.

“Our long-term goal was for was for everybody to have access to our products and the recent acquisition by Bega helps to make this a reality for us,” he said.

He claimed the whole food-based products helped get more nutrition into peoples’ diets.

“We’ve focused on nutrient-dense ingredients,” he said. “That ultimately helps you get more nutrition into your day, whether that be a bar or a shake.”

“Something like chia seeds for instance are high in protein, they’ve got healthy fats and are quite fibrous,” he said, adding this meant they were more superior than a “single ingredient”.

Bega has launched the first of its active nutrition products at Coles. Picture: Getty Images

Bega first acquired a controlling stake in the company in 2019 and took full ownership in late 2020.

The company was headquartered in Byron Bay prior to the acquisition, and has a number of manufacturing partners in Melbourne.

Recent internal Bega data revealed that from more than 1000 Australian women who regularly shop in the health food aisle, more than 70 per cent were regularly consuming nutritional bars.

Almost half said they viewed these products as a healthy snack alternative, and taste was one of the most important factors in a purchasing decision.

Accredited practising dietitian Melanie McGrice believed consumers were increasingly seeking out active nutrition products, and there were benefits to those that used whole foods.

“Researchers are continuing to discover new benefits about whole foods, as well as more side effects of synthetic ones,” Ms McGrice said.

Stuart Cooke Diirector of 180 Nutrition, in Byron Bay. Picture: Supplied

“For example, studies have found that although omega-3 rich fish has a protective effect against heart disease, the impact of omega-3 supplements on heart disease remains questionable.”

Many of the 180 Nutrition products highlight their protein content, but she said this would be unnecessary for those who maintained a healthy diet.

“I might recommend products such as the Organic Plant Protein Powder [from 180 Nutrition] to people following a vegan diet who are struggling to meet their protein requirements,” she said.

“Most of the products advertised provide sources of protein (collagen, whey protein isolate, and L-glutamine) which are easily obtainable from a healthy diet.”

Originally published as Bega marks acquisition of 180 Nutrition with Coles deal in first foray into active nutrition