What Amazonia Group does

Amazonia Group is an Australian health and food manufacturing company founded in 2008 and headquartered in Arundel, Australia. It operates a direct-to-consumer plant-based nutrition brand under the names Raw, Raw by Amazonia, and the sub-brand RawFIT, offering a portfolio of certified organic products including plant-based protein powders (Isolate, Slim & Tone, Gentle Digest, Collagen Plus, RawFIT), meal replacements, protein bars, real food-derived vitamins and minerals (Organic Iron, Vitamin C, Greens, Multivitamin, Probiotics, Magnesium variants), and certified organic frozen acai in retail and hospitality formats. The company's core technology centers on sprouted and fermented real food protein formulations, certified organic ingredients, and Monash Low FODMAP certification for digestive-friendly products.\n\nThe business operates across three primary revenue streams: direct-to-consumer e-commerce via amazonia.com, retail distribution through physical stores (with a store locator tool), and a hospitality/HoReCa channel supplying acai products to cafes, restaurants, and food service venues. Products are sold at unit prices ranging from approximately $19.94 (accessories) to $51.95 (collagen proteins), with Afterpay Buy Now Pay Later and free shipping over $120 as purchase incentives. Customer segmentation is horizontal, targeting fitness-conscious consumers, individuals with digestive sensitivities, and consumers seeking non-synthetic vitamin alternatives, with practitioners (nutritionists and naturopaths) as a secondary endorsing channel. The company self-claims Australia's #1 Natural Protein position and Health Professionals' #1 Choice status, and references a market of over 4 million Australians concerned about synthetic supplement ingredients.

Name

Amazonia Group

Legal name

Amazonia Group

Website

https://amazonia.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Amazonia Group is an Australian health and food manufacturing company (founded 2008) that sells certified organic, plant-based protein powders, real food vitamins and minerals, meal replacements, and frozen acai products directly to consumers through its e-commerce site, retail partners, and a hospitality channel.

Ownership category

akta.pro rank

Product category

Health & Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

akta.pro secondary industries

Natural & Organic Foods Distribution (CRAOABAH), Organic & Natural Packaged Grocery Wholesale (AFAIAJAB)

Keywords

• Plant-based protein supplements
• Organic wholefood vitamins
• Frozen acai products
• Low FODMAP nutrition
• Real food sports nutrition

Headquarters

HQ city

Arundel

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated from direct-to-consumer sales through the company's e-commerce website, selling proteins, supplements, meal replacements, and frozen acai products to individual consumers.
2. Retail Distribution: Revenue from wholesale distribution of products through retail stores, including frozen acai and exotic fruit products, with physical storefront presence through the 'Find In Stores' locator.
3. Hospitality Channel: Revenue from hospitality sector including Acai blending, scooping, and soft serve products for cafes, restaurants, and hospitality venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Amazonia Group manufactures and sells certified organic plant-based protein supplements (isolate, slim & tone, gentle digest, collagen plus, RawFIT, daily nourish, meal replacement, protein bars), real food vitamins and minerals (organic iron, vitamin C, greens, multivitamin, probiotics, magnesium variants, fibre), and frozen acai and exotic fruit products sold via its own e-commerce site, retail stores, and a hospitality channel.

Product overview

Amazonia Group is an Australian health company offering a diversified portfolio of certified organic health products centered around two main sub-brands: Raw and RawFIT. The core Raw brand provides an award-winning range of plant-based proteins and supplements including isolate proteins, slim & tone proteins, gentle digest proteins, collagen plus proteins, meal replacements, real food vitamins and minerals (organic iron, vitamin C, greens, multivitamin, probiotics, magnesium variants), and organic fibre products. RawFIT offers a high-performance protein line for athletic use. The company's hero product is certified organic frozen acai, available in retail and hospitality formats (blending, scooping, soft serve). All products emphasize certified organic, non-synthetic ingredients derived from wholefood sources, with Monash Low FODMAP certification for digestive-friendly formulations. Additional offerings include protein bars and accessory products like stainless steel shakers.

Differentiator

Problem solved

Functional benefit

Brands

• RawFIT: Award-winning protein and supplement range
• Raw

Products and services

• Isolate Protein Award-winning certified organic, sprouted and fermented plant-based isolate protein available in Natural, Vanilla, and Choc Coconut flavors, sold in 1kg packs from $47.00 to individual health-conscious consumers.
• Slim & Tone Protein Plant protein formulated to support weight management and toning goals, available in Vanilla Cinnamon and Triple Chocolate variants, targeted at health-conscious consumers seeking fitness and body-composition support.
• Daily Nourish Protein Daily nutrition protein supplement designed for everyday use to support overall health and wellness in a 750g pack format for individual consumers.
• Gentle Digest Protein Sprouted and fermented plant protein in Vanilla and Chocolate flavors designed to be gentle on digestion and suitable for sensitive digestive systems and low FODMAP diets.
• Collagen Plus Protein Protein supplement combining collagen peptides with plant protein in a 750g Vanilla Maple format from $51.95, targeted at consumers seeking skin, hair, and joint support.
• RawFIT Protein Award-winning, high-performance protein range under the RawFIT sub-brand designed for fitness enthusiasts and athletic performance support.
• Raw Protein Bars Ready-to-eat protein bars made from certified organic wholefood ingredients providing convenient nutrition on the go for individual consumers.
• Meal Replacement All-in-one meal replacement shakes in Vanilla Crème, Decadent Chocolate, and Burnt Caramel flavors providing balanced nutrition with organic wholefood vitamins, minerals, and protein in a 750g pack from $40.00.
• Organic Iron Real food iron supplement derived from organic wholefood sources in Apple Blackcurrent flavor, designed to be easier for the body to recognize and absorb compared to synthetic alternatives, from $35.00.
• Organic Vitamin C Award-winning real food vitamin C derived from organic wholefood sources in a 200g pack from $30.00, designed to be naturally recognized and absorbed by the body.
• Organic Greens Concentrated organic green superfood supplement providing essential nutrients from wholefood vegetable sources, from $30.00.
• Organic Multivitamin Comprehensive multivitamin derived from certified organic wholefoods in a Pineapple flavor, providing essential nutrients in a form the body naturally recognizes, from $35.00.
• Organic Probiotics Real food organic probiotic supplement in Cloudy Apple flavor supporting gut health and digestive function, from $35.00.
• Muscle Magnesium Real food magnesium supplement in Mango flavor formulated to support muscle function and physical performance, from $30.00.
• Sleep Magnesium Relaxation-focused magnesium supplement in Dreamy Vanilla flavor designed to support healthy sleep patterns, from $30.00.
• Organic Fibre Certified organic fiber supplement supporting digestive health and gut function, available in Orange, Lemon & Lime, and Unflavoured variants, at $35.00.
• Frozen Acai (Retail) Certified organic frozen acai berry products sold at retail for individual consumer use in smoothies, bowls, and at-home recipes; identified as the company's hero and foundational product.
• Frozen Exotic Fruit Range of certified organic frozen exotic fruits distributed at retail for individual consumers seeking premium frozen fruit ingredients.
• Hospitality Acai (Blend, Scoop, Soft Serve) Professional-grade acai product line distributed through the HoReCa channel for cafes, restaurants, and hospitality venues, including Acai - Blend, Acai - Scoop, and Acai - Soft Serve formats for commercial food service use.

Quantifiable outcome

• Over 4 million Australians share concerns about synthetic ingredients in supplements

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Blackmores: Australia's largest natural health brand across vitamins, minerals, and supplements. Comparable for Australian leadership in natural health, practitioner endorsement, and broad retail distribution, though operates at much greater scale across many more categories.
• Vital Proteins: Global collagen and protein supplement brand (Nestlé Health Science owned). Comparable for collagen-plus-protein products, premium positioning, and D2C-led distribution, but operates at much larger scale across multiple geographies.
• Orgain: US-based organic plant-based protein shake and bar brand. Comparable for organic plant protein positioning and protein bar product line, though with broader US retail footprint and larger scale.
• Swisse Wellness: Leading Australian vitamins and supplements brand (H&H Group owned). Comparable for Australian market presence, premium supplement positioning, and pharmacy/retail distribution, though broader portfolio than Amazonia's.
• Garden of Life: US organic supplement brand (Nestlé Health Science) offering certified-organic plant proteins and vitamins. Comparable for organic certification emphasis, real-food nutrient positioning, and multi-category supplement portfolio.
• Vega: Global plant-based nutrition brand (Danone-owned) with plant proteins, bars, and supplements. Comparable plant-based product portfolio and D2C-plus-retail model, though Vega operates at significantly larger scale internationally.

Direct peers

• NuZest: Australian/New Zealand plant-based nutrition brand selling Clean Lean Protein and supplement lines via D2C and practitioner channels. Directly comparable for plant-protein formulation, practitioner endorsement model, and ANZ distribution overlap.
• Tropeaka: Australian plant-based protein and supplement brand offering sprouted/fermented proteins, beauty collagen, and meal replacements. Closest direct peer given shared Australian base, plant-protein focus, and clean-label positioning targeting the same health-conscious consumer.
• Sunwarrior: Plant-based protein specialist offering sprouted, fermented, and warrior-blend proteins. Highly comparable core technology (sprouted/fermented protein) and clean-label positioning targeting fitness and wellness consumers.
• Aloha: Plant-based protein bar brand using organic, low-sugar formulations. Directly comparable for organic, clean-label protein bar SKUs and similar premium D2C positioning in the plant-protein snacking category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/rawbyamazonia
• Facebookfacebook.com/amazoniaco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amazonia Group