Australian nutritional supplement brand Muscle Nation has successfully closed a deal with Coles to run an exclusive custard-filled protein bar. The brand new high protein, low carbohydrate, and fat Custard protein bars are now available in over 833 stores nationwide.
During Muscle Nation's first foray into a national supermarket chain, the brand is positioned on health food shelves alongside established international household brands such as Aussie Bodies, BSC, Bounce and Musashi.
"As a premiere for the protein bar market", the bars contain Muscle Nation's signature protein pudding, which is layered into the bar to taste like a dessert while maintaining all of the health benefits of a protein bar.
The bars are available in four flavors including: Cookies & Cream, Caramel Toffee, Choc Vanilla and Choc Mint.
The protein bars are high in protein and low in carbohydrates and fat and are designed to “keep you feeling full longer; with at least 25% protein in each bar, "they're a great option for snacks on the go.
In addition to the Custard protein bars, Muscle Nation launched its signature Custard casein protein powder and the new plant-based protein Custard as part of the national Coles launch. 
Casein Protein provides a slow, sustained release of protein throughout the day and night. Just add water or milk and you have ready-to-eat, smooth vanilla pudding with the added benefits of protein and fiber.
The Custard protein bars are made in Australia and the protein powders are packed in bags instead of the usual cups, which means 98% less plastic is used.
“Muscle Nation is committed to using its influence to promote environmentally sound initiatives.” Earlier this year, the company launched its first sustainable line of activewear, Hattie Boydle.
Muscle Nation's exclusive partnership with Coles gives Australians more options to easily access a healthy snack in their local business.
Muscle Nation Co-Founder Nathaniel Anthony says, “We have been focused for the past five years on building our community and online business. It is therefore a great thrill to see our brand on the shelf alongside established, international brands.
"We have a great community that has helped us get to where we are today and we're excited to see where this next step will take us."
Chris Anastasi, Co-Founder of Muscle Nation, says, “It is rare for an Australian online retailer to successfully close a deal with a large national grocer. When the opportunity arose, we wanted to do something special. "
“The result is a new, exclusive range of protein bars filled with our signature custard protein, which is very popular with our existing community.
“This new custard protein bar has an incredible texture, tastes fantastic and is high in protein, fiber and low in carbohydrates and fat.
"We look forward to introducing our specialty products to a whole new audience, and it's incredible to be able to do so in the comfort of every neighborhood across the country."
Coles General Manager for Grocery Leanne White says, "Coles is proud to partner with an emerging Australian company to expand their health food offering to customers with a brand new line of protein pudding powders and bars with six exclusive products for Coles."
"We have been following Muscle Nation's journey closely for a while now and have been impressed with the way they have built their brands and product offerings," she said.
“As part of our goal to feed all Australians sustainably to help them lead healthier, happier lives, we are excited to support Muscle Nation as we pave the way with an innovative range of custard proteins. We see great potential for them in the health food category, which has seen significant growth over the past 12 months as consumers focus on their health and wellbeing.
"The Muscle Nation range has started to hit stores and we are already seeing some fantastic results."
As part of the launch, Muscle Nation is partnering with the Do Good Movement charity to donate a percentage of sales to mental health charities with a goal of raising $ 50,000 over the next 12 months. The first goal of Muscle Nation is to fund the training and placement of 50 Lifeline Text Crisis Supporters through an 18-week course by Christmas.
Muscle Nation Custard Protein Bar 60g (MSRP $ 4) is available in Cookies & Cream, Choc Mint, Choc Vanilla, and Caramel Toffee.
Muscle Nation Custard Protein Powder 440g (MSRP $ 30) is available in Vanilla and Cookies & Cream.
Muscle Nation Custard Plant Protein Powder 440g (RRP $ 30) is available in Double Choc and is “vegan friendly”.
