True Protein
- Company typePrivate
- Founded2015
- HeadquartersBrookvale, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
True Protein firmographics
Firmographics- Name
- True Protein
- Legal name
- True Protein
- Website
- https://trueprotein.com.au
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
True Protein industry classification
Industry- NAICS
- Food Manufacturing (311)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where True Protein is headquartered
LocationHeadquarters
- HQ city
- Brookvale
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
True Protein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Product Sales: The primary revenue stream is direct-to-consumer online sales through the company's e-commerce website. Products are sold as one-time purchases with various sizes and flavors available. The company offers free shipping on domestic orders over $125.
- Ready-to-Drink Protein Shakes: The company launched a ready-to-drink (RTD) All Natural Protein Shake line, expanding from powder-only offerings to include bottled beverages. This new product line represents a growth category in the sports nutrition market.
- Wholesale and B2B: True Protein offers wholesale enquiries for retailers and businesses interested in stocking their products, representing a B2B revenue channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | WPI 90 Whey Protein Isolate 1kg |
| Unit Pricing | Pay-as-you-go | True Protein Bar Box of 12 |
| Unit Pricing | Pay-as-you-go | Meal Replacement 900g (15 serves) |
| Unit Pricing | Pay-as-you-go | Collagen + Vitamin C 300g (30 serves) |
| Unit Pricing | Pay-as-you-go | Magnesium+ 250g |
| Unit Pricing | Pay-as-you-go | Creatine Mono 250g |
| Unit Pricing | Pay-as-you-go | Pro Define 1kg |
| Unit Pricing | Pay-as-you-go | Hot Chocolate 200g (10 serves) |
| Unit Pricing | Pay-as-you-go | Electrolyte 240g |
| Unit Pricing | Pay-as-you-go | PRE 300g |
| Unit Pricing | Pay-as-you-go | Post 1.6kg |
| Unit Pricing | Pay-as-you-go | Rechargeable Hand Mixer |
| Unit Pricing | Pay-as-you-go | WPC 80 1kg |
| Unit Pricing | Pay-as-you-go | All Natural Protein Shake Box of 12 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels12 records
True Protein product offering
Product offeringCore offering
True Protein manufactures and sells an all-natural sports nutrition supplement range direct-to-consumer via its own e-commerce site. Core products include whey protein isolates and concentrates, plant-based protein, protein bars, meal replacement shakes, collagen, creatine, pre-workout, post-workout recovery, electrolytes, endurance, greens, and ready-to-drink protein shakes. Products are blended in-house at the company's Sydney (Brookvale) facility using ultrafiltration and IBC blending technologies, and are marketed as free from artificial additives and added sugar, with a HASTA-certified line for elite athletes.
Product overview
True Protein is an Australian-owned sports nutrition company offering a diverse portfolio of all-natural protein and supplement products. The core offering includes protein powders (WPI 90, WPC 80, Plant Protein), protein bars, meal replacement shakes, and specialty supplements (Collagen + Vitamin C, Creatine Mono, Magnesium+, Pro Define, PRE, POST, Endurance, Electrolyte, Greens, Hot Chocolate, Gut Health). The company also offers ready-to-drink products (All Natural Protein Shake) and accessories (Rechargeable Hand Mixer). Products are characterized by all-natural ingredients, no artificial additives, globally sourced premium materials, and in-house manufacturing in Sydney. A HASTA Certified product line serves elite athletes requiring banned-substance tested supplements. The company emphasizes clean labels, transparency, and whole-food ingredient sourcing across the entire product range.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 28,347+ verified 5-star customer reviews across products
- +3 more outcomes
Companies that use True Protein
Customer profileNamed customers7 records
Segments6 records
True Protein technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
True Protein partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Matcon IBC Blending SystemscoreTrue Protein utilizes Matcon's IBC (Intermediate Bulk Container) blending systems in their manufacturing process. This technology decouples mixing, cleaning and filling operations to significantly reduce batch preparation, cleaning and blending times. The partnership enables efficient small-batch production of their all-natural supplement range.
- The Happiness CominorThe Happiness Co partnered with the ExPRO Fitness Summit for a dedicated Wellness Village at the beachfront fitness festival in Perth, Australia. While this partnership is associated with the event rather than True Protein directly, it represents the type of wellness and fitness community partnerships True Protein engages in.
- AUSactiveminorAUSactive is Australia's peak exercise and active health body and has an official industry partnership with the ExPRO Fitness Summit. While not a direct True Protein partnership, True Protein products are available at and associated with such fitness industry events.
- Elite Athlete AmbassadorscoreTrue Protein has built an extensive network of elite athlete ambassadors including Olympic athletes (Genevieve Gregson, Cedric Dubler), UFC athletes (Jack Maddalena), CrossFit athletes (Jay Crouch, Khan Porter), and professional sports players who endorse their products. These ambassadors provide credibility and reach into athletic communities.
- Sports Dietitians NetworkcoreTrue Protein has earned the endorsement of an extensive network of Accredited Sports Dietitians who recommend their products to clients and athletes. These health professionals provide credibility for the brand's evidence-based positioning.
Scale indicators5 records
True Protein competitors and assessment
Company assessmentDirect peers
- Bulk Nutrients: Australian-owned manufacturer and direct-to-consumer seller of sports nutrition supplements including whey protein, creatine, and pre-workout. Closely comparable in geography (Australia), D2C model, and product range to True Protein, and competes directly for the same Australian athlete consumer.
- Muscle Nation: Australian-born sports nutrition and activewear brand selling protein powders, bars, pre-workout, and apparel via D2C and selected retail. Direct competitor in the Australian sports nutrition D2C market with overlapping athlete ambassador strategy.
- EHP Labs: Australian-founded sports nutrition brand known for pre-workouts (OxyShred) and protein products sold globally via e-commerce. Comparable product mix, D2C model, and target athlete demographic.
- Body Science (BSc): Australian sports nutrition brand with whey protein, pre-workout, and recovery products sold through supermarkets and D2C. Comparable in geography, product range, and mass-market positioning to True Protein.
- Musashi: Australian sports nutrition brand with protein powders, bars, and recovery supplements sold in supermarkets and gyms. Same geography and similar product range to True Protein, with greater physical retail penetration.
- Built (Built Australia): Australian protein bar brand founded in 2013, now sold globally through D2C and retailers. Direct competitor in the protein bar sub-category where True Protein also competes with its True Protein Bar line.
- ATP Science: Australian sports nutrition and functional health brand selling protein, gut health, and performance supplements via D2C and practitioner channels. Comparable all-natural positioning and Australian D2C model to True Protein.
Broad incumbents
- MyProtein: UK-based global sports nutrition powerhouse (owned by THG) selling whey, plant protein, creatine, and RTD shakes across 70+ countries. Same product category as True Protein but vastly larger scale, broader SKU range, and more international distribution.
- Optimum Nutrition: Global sports nutrition brand (owned by Glanbia) and the world's best-selling whey protein (Gold Standard100% Whey). Direct category competitor at the top of the protein powder market with extensive retail and international distribution.
- GNC: Global health and nutrition retail brand carrying protein powders, sports nutrition, and supplements. Overlaps with True Protein's product categories through both its owned brands and third-party assortment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
True Protein social profiles
Digital presenceTrue Protein compliance and trust
Trust signalCompliance2 records
True Protein financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Protein leadership team
Management profileNumber of profiles
True Protein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Protein M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True Protein
What does True Protein do?
True Protein manufactures and sells an all-natural sports nutrition supplement range direct-to-consumer via its own e-commerce site. Core products include whey protein isolates and concentrates, plant-based protein, protein bars, meal replacement shakes, collagen, creatine, pre-workout, post-workout recovery, electrolytes, endurance, greens, and ready-to-drink protein shakes. Products are blended in-house at the company's Sydney (Brookvale) facility using ultrafiltration and IBC blending technologies, and are marketed as free from artificial additives and added sugar, with a HASTA-certified line for elite athletes.
Is True Protein a public or private company?
True Protein is a private company. It is currently operating.
When was True Protein founded?
True Protein was founded in 2015. It employs 11 to 50 people.
Where is True Protein based?
True Protein is headquartered in Brookvale, Australia, in the Oceania region.
How does True Protein make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are ready-to-Drink Protein Shakes and wholesale and B2B.
Who are True Protein's main competitors?
Direct peers on record are Bulk Nutrients, Muscle Nation, EHP Labs, Body Science (BSc), Musashi, Built (Built Australia) and ATP Science. Broad incumbents are MyProtein, Optimum Nutrition and GNC.
Does True Protein have an API?
No public API is recorded for True Protein.
What industry is True Protein in?
Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of AFAKAJAE, Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars). Its NAICS code is 311 and its SIC code is 2000.