Aussie blokes’ $30 item hits Coles shelves nationwide

Two Aussie blokes have impressed Coles so much with their protein offering, the supermarket giant decided to expand their range.

Two Aussie mates have impressed Coles so much with their protein offering, the supermarket giant decided to expand their range.

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.

After months of handwork, and much to their surprise, the boys managed to strike their first national supermarket deal with Coles back in July, selling seven products including their “insane” Custard Protein Bars and Custard Plant Protein.

Since launching the health items, Coles decided to extend their contract and range to include some of their newest products such as their ‘Golden Ice Cream’ flavoured Casein Protein, ‘Milk Chocolate’ Daily Shake Protein and flavoured clear Protein Water, for $30 each.

And already shoppers are eager to get their hands on the products.

Muscle Nation, co-owners Chris Anastasi, 37, and Nathaniel Anthony, 31, have had their Coles contract extended after a huge spike in their protein range sales. Picture: Supplied

“Got my milk choc & raspberry water from Coles today. Cannot wait to try them!!” one person wrote on Instagram.

“GIMMEEE.” said another.

A third wrote: “Adding to my trolley as we speak.”

Those who have already tried the products described the ‘Golden Ice Cream’ as the “best flavour”.

“Golden Ice cream is the best flavour ever!! Nobody can change my mind,” one person demanded.

“I’m totally liking the look of the golden ice cream custard.”

Even the Muscle Nation boys chimed in agreeing that it is “incredible”.

The boys went from seven products to now selling 23 across Coles stores nationwide. Picture: TikTok/themacrofoodblogger

But it’s their ‘Golden Ice Cream’ flavoured Casein Protein (right) that’s been the biggest hit. Picture: TikTok/themacrofoodblogger

The Custard Cesein Protein comes in powder form and just needs water or milk added to it.

Father-of-two Chris told news.com.au he is humbled by how well received the products have been – going from just seven to now 23 in Coles stores nationwide.

“We managed to prove ourselves and even won Coles’ Product Launch of the Year award for 2021,” the co-owner said.

Shoppers described it as the ‘best’ flavour of the range. Picture: Instagram

Warm Biscoff baked oats made with the Golden Ice Cream Custard Protein. Picture: Instagram

“Off the back of that, Coles saw how strong the brand was going and how well sales were... and extended our contract.”

The business, which is only five years old, has grown rapidly from selling activewear, supplements, to now health food with their protein bars “flying off” shelves when it landed in supermarkets.

Chris, from Sydney, said the Coles deal had 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.

After just three weeks of hitting shelves, the bars sold out with the boys forced to boost production to keep up with demand at the time.

The boys landed their Coles deal in July with their protein bars ‘flying off shelves’. Picture: Instagram

Chris, a father-of-two and 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.

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 said.

“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.”