What Nothing Naughty does

Nothing Naughty is a New Zealand-owned and operated manufacturer of better-for-you health foods and nutritional supplements, founded in 2012 and headquartered in Tirau, Waikato. The company produces its entire portfolio in its own Waikato factory, an unusual vertical integration choice for a brand of its size that enables direct quality control and lower unit costs. Product categories span protein supplements (whey, whey isolate, pea, lean bean, bone broth), collagen products (bovine, marine, bars, protein water), sports nutrition (electrolyte hydration powder, creatine monohydrate), keto and low-carb staples (sweeteners, sauces, MCT oil, hot chocolate), digestive health (prebiotic fibre, inulin, fibre syrup), and pantry baking ingredients. Its signature Protein Bars carry a 5 Health Star Rating and have accumulated more than 4,600 customer reviews averaging 4.5 stars.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce via Shopify, a flagship physical retail store at 28 Main Road, Tirau, and a wholesale distribution network of 100+ stockists across New Zealand including pharmacies, health stores, gyms, and supermarkets. Subscription options are offered on most products, and the company has stated that new wholesale accounts are at full capacity until mid-2026, indicating that demand currently exceeds manufacturing throughput. A secondary revenue stream comes from a fundraising programme through which schools, sports teams, scout groups, and community organisations purchase protein bars at wholesale prices to resell. Pricing is positioned at a discount to competitor brands, supported by the in-house manufacturing cost structure.

Nothing Naughty is privately held, founder-operated, and bootstrapped, with no disclosed external funding rounds, parent companies, or subsidiaries. The customer base is fragmented and consumer-facing, spanning fitness enthusiasts, keto dieters, vegans and plant-based consumers, allergy-conscious shoppers, health and wellness consumers using collagen, and grassroots community organisations. End markets are primarily New Zealand, with product positioning and copy also targeting Australian consumers. Self-financed growth is therefore constrained primarily by Waikato factory throughput rather than capital access, a structural feature that materially shapes its near-term expansion profile.

Name

Nothing Naughty

Legal name

Nothing Naughty Ltd

Website

https://nothingnaughty.kiwi.nz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Nothing Naughty is a New Zealand-owned health food manufacturer producing protein supplements, collagen, keto products, electrolytes, and pantry staples from its own Waikato factory, selling direct-to-consumer via Shopify, a flagship Tirau store, and 100+ NZ retail stockists.

Ownership category

akta.pro rank

Product category

Health Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industries

Health/Protein Snack Bars Manufacturing (AFAKAIAN), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Nutritional supplements
• Protein powders
• Collagen supplements
• Keto low carb
• Health foods

Headquarters

HQ city

Tauranga

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue from direct sales to consumers through their Shopify e-commerce platform. Offers subscription options for repeat purchases.
2. Wholesale/Retail Distribution: Revenue from selling products in bulk to retail stockists including pharmacies, health stores, gyms, and supermarkets across New Zealand.
3. Fundraising Programme: Partnership with schools, sports teams, and community groups through protein bar fundraising programmes where groups purchase bars at wholesale prices to resell.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Nothing Naughty manufactures and sells a range of health-focused nutritional products including protein powders (whey, isolate, plant-based, bone broth), collagen supplements, electrolyte hydration powders, creatine, superfood blends, keto/low-carb pantry staples (sweeteners, sauces, hot chocolate, MCT oil), protein and fruit snack bars, baking mixes, and nut butters. All products are manufactured in the company's own Waikato factory in Tirau, New Zealand, and sold direct-to-consumer via Shopify e-commerce and through 100+ retail stockists.

Product overview

Nothing Naughty is a New Zealand-owned health food and supplement brand that manufactures all products in its Waikato factory in Tirau. The company offers a comprehensive portfolio of health-focused products organized into several categories: Protein Supplements (including NZ Whey Protein, Whey Protein Isolate, Pea Protein, Lean Bean Protein, and Bone Broth Protein in powder and bite forms), Collagen Products (Pure Bovine Collagen, Marine Collagen, Collagen Bars, and Collagen Protein Water), Sports Nutrition (Electrolyte Hydration Powder and Creatine Monohydrate), Superfood Supplements (Super Greens & Reds), Keto & Low-Carb Products (Keto Sweetener, Keto Koko Hot Chocolate, Low-Carb Sauce, MCT Oil), Digestive Health (Fibre 4 Prebiotic, Fibre Syrup, Inulin), Protein and Snack Bars (Nothing Naughty Protein Bars with 5 Health Star Rating, Request Low-Carb Bars, Plant Protein Bars, Fruit Bars), and Baking Ingredients (Protein Pancake Mix, Protein Cracker Mix, Ground Blanched Almond, Lupin Flour, various nut butters and cacao products). The company sells direct-to-consumer through its Shopify e-commerce platform and through over 100 stockists across New Zealand including pharmacies, gyms, health stores, and supermarkets.

Differentiator

Problem solved

Functional benefit

Products and services

• NZ Whey Protein

Quantifiable outcome

• 4.77 out of 5 average rating based on 840+ reviews for electrolyte products
• +2 more outcomes

Named customers4 records

Segments6 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

Partnerships

One partnership is on record.

• Schools, Sports Teams & Community GroupsminorChannel Partner/ Reseller/ DistributorGrassroots fundraising partnerships with schools, sports teams, and cultural clubs. These groups purchase Nothing Naughty protein bars at wholesale prices and resell them to raise funds for trips, equipment, and community initiatives. The company supports independently funded groups working towards community goals but cannot support individual pursuits.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Good Health NZ: New Zealand natural health products company manufacturing a broad range of vitamins, supplements, and functional foods. Directly comparable on multi-category health/supplement portfolio and NZ-led retail/wholesale go-to-market.
• Bulk Nutrients: Australia/NZ direct-to-consumer sports and active nutrition brand that manufactures its own products in Tasmania, offering protein powders, supplements, and keto-friendly products at lower prices than multinational competitors. Closely comparable to Nothing Naughty on in-house manufacturing, D2C focus, and price-leadership positioning.
• Healtheries: Iconic New Zealand health-food manufacturer producing supplements, baking ingredients, and pantry staples distributed via NZ supermarkets and pharmacies. Comparable product breadth and NZ-led retail distribution model.
• Horleys: New Zealand heritage sports nutrition brand with protein powders, protein bars, and endurance supplements sold across NZ pharmacies, gyms, and supermarkets. Directly comparable product overlap and same NZ-led go-to-market approach.
• Musashi: Established Australia/NZ sports nutrition brand offering whey protein, protein bars, and recovery supplements across grocery, gym, and pharmacy channels. Comparable in protein-bar and protein-powder product overlap and similar Australasian distribution footprint.
• Amazonia: Australia/NZ plant-based and performance nutrition brand selling protein powders, supplements, and functional foods. Comparable to Nothing Naughty's plant-based protein, fitness supplements, and Australasian D2C/wholesale mix.

Broad incumbents

• Blackmores: Leading Australia-founded health and supplements company with broad vitamin, mineral, and wellness product lines distributed via pharmacies and grocery in NZ. Comparable on supplements and wellness positioning but at much larger scale and a broader category portfolio.
• Optimum Nutrition: Global sports nutrition incumbent (Glanbia) and one of the most widely distributed protein powder brands, with major gym, health, and supermarket placements in NZ/AU. Overlaps Nothing Naughty's whey protein, sports nutrition, and bar categories.
• MyProtein: Global direct-to-consumer sports nutrition brand (THG) offering protein powders, bars, vitamins, and active nutrition at scale via strong digital marketing. Competes with Nothing Naughty across core protein and supplement SKUs but at vastly greater scale and marketing investment.
• Body Science (BSc): Australian sports nutrition brand offering protein powders, bars, hydration, and active nutrition supplements across major Australian retailers. Comparable to Nothing Naughty's sports nutrition portfolio and Australasian wholesale/e-commerce footprint, though operating at a larger national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCudxtfDICv4-kuUClPTWeJw
• Facebookfacebook.com/NNHealthFoodsNZ
• Instagraminstagram.com/nothing_naughty/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

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 Nothing Naughty