Khloe Kardashian causes frenzy over Dose & Co sold at Coles
After Khloe Kardashian revealed she swore by this $42 Coles item, shoppers have bombarded the supermarket’s aisles to snag a tub.
Khloe Kardashian has caused a frenzy over an item only sold in Coles after revealing she used the product to help combat post-partum hair loss.
A spokesperson for the supermarket told news.com.au sales of Dose & Co collagen supplements had tripled since the 36-year-old was unveiled as an ambassador for the brand.
Scientific research shows collagen is good for skin, hair and nails and also has incredible health benefits such as aiding muscle recovery and helping heal the digestive system.
Khloe, who has two-year-old daughter True, said she began using the supplements to help stimulate hair growth after hers began to fall out “in clumps” when she stopped breastfeeding.
“My hair was falling out in clumps and I tried absolutely every single supplement to stop it from falling out, but nothing seemed to work. Someone suggested collagen powder, and it worked,” she told People in October.
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After discovering the New Zealand brand’s range of natural collagen products – which includes coffee creamers and protein powders – Khloe became a huge fan and was recently unveiled an ambassador, a huge get for a start-up company.
The result has been monumental sales here in Australia, with a Coles spokesperson explaining the week of the announcement “Coles experienced the biggest week of Dose & Co sales to date”.
“Coles sold triple the amount of units compared to any week in September,” the spokesperson added.
The products, which range from $25-$42 in price, which were launched in 800 Coles stores in July and were already very “popular” before it was revealed Khloe was a fan.
Collagen was once a niche product only found in health food stores that came with a pretty expensive price-tag, but the move into the supermarket was a first of its kind for Coles after demand for health food products grew.
“At Coles, we have seen demand grow significantly for health food products in the past 12 months, with more customers shopping in our health food aisle than ever before,” Coles Category Manager for Health Foods Sioned Read previously told news.com.au’s The Beauty Diary.
“It is one of the fastest growing categories at Coles having double digit growth for many years.”
Libby Matthews, 31, is the naturopath and nutritionist who created Dose & Co after experiencing her own “extreme” hair loss as a result of having children.
After discovering how helpful collagen was with her hair loss, Libby took a deeper look at the ingredients list and said she was “disappointed” to find many contained artificial flavours, colours and poor-quality ingredients.
She also found them to be “very expensive” so set out to create a collagen brand made with high quality ingredients at an affordable price.
“We were delighted, but not surprised, to see an instant uptick in sales following the announcement of Khloe as the face of Dose & Co,” she told news.com.au
“We observed our sales in Australia triple compared to the week prior to the announcement, which goes to show Khloe’s global appeal as an authority in the wellness space.”
The $42 dairy free vanilla creamer has proved particularly popular, with Ms Matthews explaining demand keeps “sky-rocketing”.
Khloe’s involvement also saw the Kiwi brand, which uses plastic-free packaging, launch in the United States in Target stores and on Amazon.
“I’m just sort of in love and healthily addicted to adding a Dose & Co into my everyday routine,” she told People, adding her go-to was mixing it into coffee which wasn’t too many “extra steps” to incorporate.
The fuss-free creamers have caused Instagram to exploded with images of frothy coffees – proving just how popular collagen as an ingredient has become.
It’s not the only collagen-based beauty product that has become a roaring success in Coles recently, with demand for a $4 healthy snack bar stuffed with the powerful ingredient also soaring.
In total, Krumbled Beauty Bites have five anti-ageing and gut health ingredients bundled into them, including collagen, vitamin C and E as well as prebiotics and probiotics.
They are also very low in sugar.
“One of our biggest point of differences is actually also our sugar content,” the brand’s owner, Keira Rumble, told news.com.au previously.
“I started a health food company to create a truly healthy offering that wasn’t loaded full of hidden sugars because studies have proven that if you have a high sugar content in a collagen bar or ball, your body actually favours sugar before it does the benefits.
“So essentially, a high sugar content nullifies the absorption of collagen and vitamins.”
The tasty treats are regularly sold out in Coles, something Ms Rumble described as “surreal”.
Continue the conversation @RebekahScanlan | rebekah.scanlan@news.com.au
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