Dairy giant finds a position in health food aisle with subsidiary

BEGA’S expansion into the health food aisle is complete, two years after it took control of a nutrition company.

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

Bega bought a controlling stake in 180 Nutrition in 2019, in a strategic move as consumers become increasingly concerned about their health.

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.

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

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

“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, said the company was founded to “shake up” the industry.

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

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

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.

Dietitian Melanie McGrice said she believed consumers were increasingly seeking out active nutrition products.

“Researchers are continuing to discover new benefits about whole foods, as well as more side-effects of synthetic ones,” Ms McGrice said “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 highlighted their protein content, but she said this would be unnecessary for those who maintained a healthy diet.