Trendy fitness enthusiasts will most likely already be familiar with @MuscleNation. The company has humble beginnings – its founders Chris Anastasi and Nathaniel Anthony are best friends with no business background – but now finds itself at the top of the food chain for activewear, supplement, and health food brands in Australia. In 2022, Muscle Nation branches beyond the vital tree of online prominence and finds itself with a breakthrough placement in one of the country’s largest supermarket chains.
Accounting for 27% of the domestic market, Coles operates 807 stores throughout Australia, including several rebranded Bi-Lo supermarkets. Tradition meets the future in its new deal with Anastasi and Anthony’s company, which promises to provide increased accessibility to both Muscle Nation and its customers.
The agreement began in March 2021 and initially included supermarket placement for four of Muscle Nation’s protein bars and three protein powders. With the recent launch of Muscle Nation’s plant-based range, it will be interesting to see how the company’s exposure to newfound markets will affect its already impressive expansion.
Sales in Coles have already achieved promising success. Since the commencement of their relationship with Muscle Nation, three new bars have been added to the products available in stores. Growing prosperity with one of the largest grocers in Australia will undoubtedly spur talks of further product rollouts in the future, especially in light of the brand’s rapidly expanding product range. In addition to the company’s fresh developments in retail, Muscle Nation also wholesale its supplements to over 300 stores across Australia and New Zealand.
While the company remains a community-led, social media-focused venture built for the 21st century, it’s clear that Muscle Nation’s products have potential that stretches beyond the online sphere. The growth of their community can only mean the advancement of Anastasi and Anthony’s charitable ethos and vindication for their unique feedback-based approach.