Goodness Group

What Goodness Group does

Goodness Group Global Pty. Limited is a Sydney-headquartered Australian proprietary limited company that operates a multi-brand, multi-category portfolio of Better-For-You beverages. The portfolio is anchored by Nexba, an all-natural sugar-free brand focused on gut health, and is extended across three additional sub-brands targeting different benefit categories: Pace (rapid replenishment, created in partnership with Australian cricketer Pat Cummins), Bison Protein (fast-absorbing protein drinks), and The Good Sorts (healthy nutrition products). At the portfolio's technological core sits Goodsweet, a proprietary natural sweetener formulation that enables sugar-free taste claims across all sub-brands and is treated by the company as a platform-level asset. The company self-reports that its products have collectively removed over 7 billion grams of sugar from global diets.

Commercially, Goodness Group runs a direct-to-consumer and retail model. Its primary digital channel is a Shopify-powered e-commerce storefront at goodnessgroup.com that aggregates the four sub-brands, while physical product distribution is handled through multi-market retail partners. Marketing is concentrated in organic social presences per sub-brand and email/newsletter capture, supplemented by earned media coverage tied to health-and-wellness positioning. The company does not publicly disclose pricing on its storefront, and revenue figures are not disclosed in the available data. The contact surface is lean — a single [email protected] inbox and a 11–50 employee headcount suggest a small operating core that relies on each sub-brand's dedicated team and external partners.

In February 2026, Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, acquired a majority stake in Goodness Group. Financial terms were not disclosed. The transaction marks RCPL's entry into the Australian consumer-goods market and provides Goodness Group access to RCPL's supply chain and distribution infrastructure — 12 manufacturing plants and 5,000+ distributors across India — with stated intent to expand Nexba and PACE into India and other newer markets. RCPL also concurrently acquired Southern Health Foods (Manna brand, ~Rs1.56bn), indicating a broader health-and-wellness FMCG platform thesis in which Goodness Group is one anchor asset.

Name

Goodness Group

Legal name

Goodness Group Global Pty. Limited

Website

https://goodnessgroup.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodness Group is a Sydney-headquartered consumer goods company that owns a multi-brand portfolio of sugar-free Better-For-You beverages — Nexba (gut health), Pace (rapid replenishment with Pat Cummins), Bison Protein, and The Good Sorts — sold via Shopify DTC and retail channels on its proprietary Goodsweet sweetener platform.

Ownership category

akta.pro rank

Product category

Better-For-You Functional Beverages

NAICS

Soft Drink Manufacturing (312111)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Sweetness Modulators & Enhancers (Sweetness Boosters, Temporal Modifiers) (AFAJADAH)

Keywords

• Sugar-free beverages
• Functional drinks
• Better-for-you drinks
• Gut health beverages
• Natural sweetener technology

Headquarters

HQ city

Drummoyne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Consumer Product Sales (B2C): Goodness Group generates revenue through direct-to-consumer and retail sales of its portfolio of Better-For-You beverage and functional drink brands (Nexba, Pace, Bison Protein, The Good Sorts) across multiple markets and channels. The company operates its own e-commerce storefront and distributes through retail partners.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Goodness Group manufactures and sells a multi-market, multi-channel portfolio of "Better-For-You" sugar-free beverage brands underpinned by the Nexba gut health brand. The portfolio spans four sub-brands: Nexba (gut health beverages), Pace (rapid replenishment sports drinks co-created with Pat Cummins), Bison Protein (fast-absorbing protein beverages), and The Good Sorts (healthy nutrition products). All products are formulated using the company's proprietary Goodsweet natural sweetener technology, enabling sugar-free, all-natural beverages that retain taste appeal.

Product overview

Goodness Group operates a multi-market, multi-channel, multi-category portfolio of "Better-For-You" beverage and nutrition brands. The portfolio is anchored by Nexba (sugar-free gut health beverages), supplemented by Pace (sports replenishment beverages created with Pat Cummins), Bison Protein (fast-absorbing protein beverages), and The Good Sorts (healthy nutrition products). The portfolio is powered by the proprietary Goodsweet natural sweetener technology. The company focuses on removing sugar from global diets while delivering products that combine great taste with health benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Nexba: Good gut health, all natural, sugar free beverages.
• Pace
• Bison Protein
• The Good Sorts

Products and services

• Nexba

Quantifiable outcome

• Over 7 billion grams of sugar removed from global diets

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Southern Health Foods (Manna brand)minorStrategic or Co-development Partner · 10 February 2026Both Goodness Group and Southern Health Foods (acquired by Reliance Consumer Products for Rs1.56bn) are now part of the Reliance Consumer Products portfolio. Southern Health Foods adds health-focused millet and cereal products under the Manna brand, while Goodness Group adds Better-For-You beverage expertise. Both acquisitions support RCP's health and wellness FMCG expansion strategy.
• Pat Cummins (Cricket Australia)minorGTM or Marketing Partner · 8 February 2026Pace, a rapid replenishment beverage brand within the Goodness Group portfolio, was created in partnership with Australian cricketer Pat Cummins. The partnership leverages Pat Cummins' athlete credibility and brand association to market the functional hydration beverage to sports and fitness consumers.
• Reliance Consumer Products Limited (RCPL)coreStrategic or Co-development Partner · 7 February 2026Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, acquired a majority stake in Goodness Group Global Pty. Limited, a Sydney-headquartered Better-For-You beverage business. The deal marks RCPL's entry into the Australian consumer goods market and provides Goodness Group access to RCPL's supply chain and distribution capabilities. Goodness Group brands including Nexba and PACE will be expanded into newer markets including India as part of RCP's strategy to become a global FMCG player.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Laird Superfood: Plant-based functional beverage and superfood brand with sugar-free, performance-positioned SKUs — comparable multi-category Better-For-You strategy anchored by a proprietary ingredient base.
• Poppi: Prebiotic soda brand targeting gut health with low-sugar, better-for-you positioning — directly comparable to Nexba's gut-health positioning and Goodness Group's natural sweetener approach. Recently acquired by PepsiCo, validating category and PE-style exit paths.
• Olipop: Better-for-you functional soda brand with gut-health positioning using natural sweetening systems. Closely aligned with Goodness Group on natural sweetener-enabled sugar reduction and health-forward branding.
• Celsius Holdings: Public functional beverage company (Celsius, Alani Nu) targeting health-conscious consumers with sugar-free, better-for-you formulations including sports hydration and energy — direct comparable in category, customer, and GTM.
• Liquid Death: Disruptive Better-For-You beverage brand using brand-led GTM to win shelf attention against deep-pocketed incumbents — useful comparison on how small Better-For-You brands achieve disproportionate distribution and pricing power.

Emerging players

• Athletic Brewing Company: Better-for-you beverage brand (non-alcoholic beer category leader). Comparable brand-building playbook: founder-led, mission-driven, premium positioning in a category traditionally dominated by incumbents.
• Hydrant: DTC-led functional hydration brand targeting rapid replenishment and hydration — overlapping with Pace's sports/replenishment positioning and Goodness Group's DTC e-commerce playbook.

Regional players

• StrangeLove Beverage Co. Australian premium mixer and functional beverage brand with natural, lower-sugar positioning — regional competitor sharing the same Australian Better-For-You consumer market and natural sweetener philosophy.
• Remedy Drinks: Australian kombucha and functional beverage brand operating in the same Australian Better-For-You drinks market as Nexba, with overlapping health-conscious consumer base and natural sweetener positioning.

Broad incumbents

• Bodyarmor (BODYARMOR Sports Nutrition): Established sports hydration beverage brand owned by Coca-Cola. Pace's rapid-replenishment positioning competes head-to-head with Bodyarmor for athlete and active-consumer mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Goodness Group