Two Aussie blokes land huge deal with Coles

Two best mates can’t wipe the smile off their faces after striking a huge deal with the supermarket, with their item already “flying off shelves”.

Two Aussie mates can’t wipe the smile off their faces after securing a massive deal with Coles.

Chris Anastasi, 37, and Nathaniel Anthony, 31, started Muscle Nation from a small study desk, packing and sending orders themselves from a spare room in Nathaniel’s grandma’s home, to building a multimillion dollar empire.

The business, which is only five years old, has grown rapidly in that time, from selling activewear, supplements, to now health food with their latest item “flying off” Coles shelves.

After months of handwork, and much to their surprise, the boys managed to strike their first national supermarket deal, with Coles now selling their “insane” Custard Protein Bar exclusively.

“It’s amazing, we can’t stop smiling,” Chris told news.com.au

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Muscle Nation, co-owners Chris Anastasi, 37, and Nathaniel Anthony, 31, have landed a huge deal with Coles with the supermarket giant now selling their Custard filled Protein Bar. Picture: Supplied

The father-of-two, from Sydney, said the Coles deal has been six to 12 months in the making, with the initial plan to sell just one protein bar.

“Their minds were blown with how good it tasted and that gave us the confidence to make more and they wanted all four flavours,” Chris said.

The 37-year-old former P.E. teacher said while most protein bars have a stigma of tasting dry, chewy and “proteiny”, the ingredients they use, which includes their signature custard powder, gives it a “dessert” taste — while also maintaining the health benefits of a protein bar.

And after just three weeks of hitting shelves, the bars have already sold out with the boys having to boost production to keep up with demand.

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Chris said since they launched in Coles stores three weeks ago, the protein bars are already ‘flying off the shelves’.

“The Muscle Nation range has started rolling out in stores and already we are seeing some fantastic results,” Coles general manager for grocery 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,” she added.

Since it was established in 2016, the Muscle Nation brand has gone from a tiny start-up, with Nathan’s brothers making up the staff, to a huge team of more than 60 people.

The high protein, low card bars are available in four flavours including Cookies & Cream, Caramel Toffee, Choc Vanilla and Choc Mint.

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

Chris said the deal with Coles is also a positive step forward for Aussie small businesses with hopes of cracking into a bigger market.

“It’s not just Muscle Nation, it’s other local brands that have also got their foot in the door which I feel in the past was so hard to do,” he said.

“Coles knowing our brand did help open communication and also their vision to change the sport and diet section of their aisles helped too.”

The boys, who went from using $100 Bunnings racks to stock items, to now building their new 4000sq m headquarters in Brisbane, have managed to build a multimillion dollar e-commerce platform in just five years — and they said they owe it all to their “amazing” two million-strong community members.

“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 like Coles across over 833 stores nationwide, I am not sure we would have believed you,” Nathaniel added.

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

As part of the Coles launch, Muscle Nation are partnering with charity ‘Do Good Movement’ to donate a percentage of sales to mental health charities with a goal of raising $50,000 in the next 12 months. The brand is also affiliated with eight other charities including Breast Cancer Awareness and Hoodies for Homeless.

The boys’ protein bars are available in four flavours including Cookies & Cream, Caramel Toffee, Choc Vanilla and Choc Mint, for $4 each — and they also launched their signature Custard casein protein powder and the new Custard plant based protein as part of the national Coles rollout.

Originally published as Two Aussie blokes land huge deal with Coles