Health Lab

What Health Lab does

Health Lab is an Australian consumer packaged goods company founded in 2015 and headquartered in Melbourne, operating in the plant-based protein snack and protein powder category. The company develops and sells gluten-free, vegan-friendly protein products built on a proprietary blend of pea protein isolate, faba bean protein, organic hemp, and rice protein, sweetened naturally with monk fruit and thaumatin. Its core product range spans protein balls, protein bars, protein wafer bars, protein slices, protein super-treats, and (as of 2025) a line of dessert-inspired protein powders delivering 20g of plant protein per serve. Products are positioned as indulgent alternatives to chalky, whey-based protein products, addressing consumer pain points around taste, texture, and digestive discomfort.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce through a Shopify-powered storefront (healthlab.com.au), a subscription program offering 20% recurring savings with 14-, 30-, or 60-day cadences, and a B2B wholesale program (minimum $200 order value) feeding distribution across 18+ named Australian and New Zealand retailers including Woolworths, Coles, Big W, Chemist Warehouse, IGA, Ampol, WH Smith, and Countdown (NZ). Pricing is unit-based at $36-$90 per multi-pack (with single-serve samples at $4), targeting health-conscious consumers, fitness enthusiasts, plant-based/vegan consumers, and gluten-free consumers as primary segments. Marketing is concentrated in organic social (Instagram, TikTok, Facebook), email capture with a 15% first-order incentive, Google AdWords remarketing, and a content/creator ecosystem.

Commercially, Health Lab generates revenue across three streams: one-time DTC e-commerce purchases, recurring subscription orders, and wholesale/retail distribution. The business is privately held with no disclosed funding rounds, ownership structure, or revenue figures, and operates with an 11-50 employee headcount. Strategic activity in 2025 has centered on the protein powder category entry, a co-branded launch with FUNDAY Natural Sweets, formalized wholesale and subscription infrastructure, and continued retail expansion within Australia and New Zealand.

Name

Health Lab

Legal name

Health Lab

Website

https://healthlab.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Health Lab is an Australian plant-based protein brand selling indulgent, gluten-free protein balls, bars, powders, and snacks via DTC e-commerce, subscription, and 18+ retail partners across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Plant-Based Protein Snacks and Powders

NAICS

Food Manufacturing (311)

SIC

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

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), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Protein Blends & Systems (Multi-Source Blends, Functional Protein Systems) (AFAJAHAJ), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Plant-based protein snacks
• Vegan protein powders
• Gluten-free protein bars
• Health food snacks
• Functional snack products

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct online sales through healthlab.com.au. Customers can purchase individual products, bundles, and subscription orders with free shipping on orders over $89.
2. Subscription Revenue: Recurring subscription model with 20% savings, minimum $50 recurring spend, and 3-month commitment. Options include 14-day, 30-day, and 60-day delivery cadences.
3. Wholesale/Distribution: Revenue from wholesale orders to retailers and stockists. Minimum wholesale order value of $200. Products distributed through major supermarkets, convenience stores, and independent retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels4 records

Core offering

Health Lab manufactures and sells indulgent, plant-based protein snacks and protein powders under its own brand. The product line spans protein balls, bars, wafer bars, slices, SuperTreats, and protein powders in dessert-inspired flavors, all gluten-free, vegan-certified, and formulated without whey, sugar alcohols, or artificial sweeteners. Products are distributed via a Shopify-powered DTC e-commerce site (with a 20%-off subscription program) and through wholesale to major Australian and New Zealand retailers.

Product overview

Health Lab is a single-brand company offering indulgent and plant-based protein snacks and protein powders. The product portfolio centers on two core ranges: Protein Powders (Holy Hazelnut, Vanilla Thickshake, Strawberry & Cream, and The Perfect Protein Powder Bundle combining all three flavors) and Protein Snacks (including Protein Balls, Protein Bars, Protein Wafer Bars, Protein Slices, and Protein SuperTreats in various dessert-inspired flavors). All products are plant-based, gluten-free, and made without whey protein. The company operates through direct-to-consumer e-commerce with subscription options (20% savings, 14/30/60-day cadences) and wholesale distribution to retailers including Woolworths, Coles, and independent health stores. Protein powders provide 20g plant protein per serve, while snack products range from 5.8g to 10g protein per serving.

Differentiator

Problem solved

Functional benefit

Products and services

• Holy Hazelnut Protein Powder Plant-based protein powder with rich hazelnut flavor delivering 20g protein per serve with a creamy, non-chalky texture; sold in an 11-serving pack at A$35.00, gluten-free and vegan-friendly, aimed at health-conscious adults and fitness enthusiasts seeking an indulgent protein supplement.
• Vanilla Thickshake Protein Powder Dessert-inspired plant-based protein powder with nostalgic vanilla thickshake flavor, delivering 20g protein per serve; sold in an 11-serving pack at A$35.00, gluten-free and vegan-friendly, targeting consumers who want indulgent-tasting protein without whey or sugar alcohols.
• Limited Edition Funday Inspired Strawberry & Cream Protein Powder Limited-edition plant-based protein powder co-developed with FUNDAY Natural Sweets, featuring strawberry and cream flavors inspired by FUNDAY's gummies, delivering 20g plant protein per serve; sold in a 10-serving pack at A$35.00 to consumers seeking nostalgic, better-for-you indulgence.
• The Perfect Protein Powder Bundle Variety bundle containing Holy Hazelnut, Vanilla Thickshake, and Strawberry & Cream protein powders (32 total serves) plus a complimentary smoothie tumbler; priced at A$89.95 (A$2.81 per serve, A$2.24 with subscription), aimed at consumers wanting to sample the full powder range.
• Protein Powder Sample Sachets Single-serve sample sachets of protein powder flavors (including Holy Hazelnut and Strawberry & Cream) sold at A$4.00 per sample, allowing consumers to try flavors before committing to full-size products.
• Dubai Choc Protein Balls Plant-based protein balls featuring chocolate flavors inspired by Dubai-style confectionery; sold in packs of 12 balls at A$36.00, targeting health-conscious snackers and fitness consumers seeking indulgent, on-the-go protein.

Quantifiable outcome

• 20g premium plant protein per serving
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FUNDay Natural SweetscoreStrategic or Co-development PartnerCollaborative partnership for limited edition product development. Created the Limited Edition Funday Inspired Strawberry & Cream Protein Powder, combining Funday's iconic better-for-you sweets with Health Lab's functional protein expertise. The product brings together nostalgic strawberry and cream flavors inspired by Funday's cult-favourite gummies.
• ShopifycoreTechnology or IntegrationE-commerce platform provider hosting Health Lab's online store. Provides secure payment processing, data storage, and e-commerce infrastructure compliant with PCI-DSS standards.
• GoogleminorGTM or Marketing PartnerProvides Google Analytics for website analytics and Google AdWords for remarketing advertising across the Internet based on user browsing behavior.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HealthLabAU
• Instagraminstagram.com/healthlab
• TikToktiktok.com/@healthlabofficial

Compliance1 record

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 Health Lab