The Healthy Chef launches Creatine + Electrolytes range
Elixinol Wellness Limited (ASX: EXL) has launched The Healthy Chef Creatine + Electrolytes, extending its nutrition range into a growing category. The product introduces the brand’s first convenient stick sachets.
The range is available in two flavours: Apple + Kiwi and Pineapple + Lime. The new format and category entry give The Healthy Chef a fresh route to reach new customers.
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A category forecast to grow 21.8% a year
Grand View Research forecasts 21.8% annual growth in the Australia and New Zealand creatine supplements market from 2026 to 2033. This is an external forecast, which the company cites to highlight the category opportunity for The Healthy Chef.
Why creatine is moving beyond the gym
Creatine supports muscle energy during short, high-intensity activity. Electrolytes are minerals that contribute to fluid balance and normal muscle function.
The formulation combines both, and the pre-measured sachets bring these complementary ingredients together in one portable daily serve. A combined product targets a rising category with a single serve.
The women’s wellness opportunity
The Healthy Chef sees an opportunity to reach a broader wellness audience, including women focused on maintaining strength and wellbeing through perimenopause and menopause.
According to the announcement, research into the benefits of creatine across women’s life stages “continues to develop and strengthen”.
Convenience at the core of the product
The company positions the sachet format around ease of use. Key product features include:
- Pre-measured stick sachets in one portable daily serve
- Creatine and electrolytes combined, so there is one less product to mix
- Easy use at home, at work or on the go
- No measuring powder or carrying a tub, which suits customers new to creatine
The format lowers the barrier to entry for customers new to creatine and supports everyday use.
Convenience-led formats are becoming a pattern across the portfolio, with Mt. Elephant Cake Pods turning a wholefood cake mix into a warm cake in under 60 seconds for national Coles distribution.
Natalie Butler, CEO, Elixinol Wellness
“…For us, it’s an opportunity to welcome new customers to The Healthy Chef and give existing customers another reason to make us part of their day.”
What the launch means for Elixinol investors
The launch adds a new category to the nutrition range and supports a dual approach of attracting new customers while giving existing customers another reason to buy. It also gives the company exposure to a category that Grand View Research forecasts will grow.
The sachet format also suits mainstream retail, and the Priceline rollout across approximately 410 stores gives The Healthy Chef a broader physical shelf presence to introduce new products to customers beyond its direct-to-consumer base.
| Launch element | Detail | Investor relevance |
|---|---|---|
| Format | The brand’s first stick sachets | New product format within the nutrition range |
| Category forecast | **21.8%** annual growth, ANZ creatine supplements market, **2026 to 2033** (Grand View Research) | Exposure to a category forecast to grow |
| Target audience | New and existing customers, including women focused on strength and wellbeing through perimenopause and menopause | New customer acquisition and existing customer retention |
The announcement does not include financial forecasts for the range, and the company’s focus is on category entry and customer reach.
Sources: Grand View Research (ANZ Creatine Supplements Outlook 2026-2033), JISSN (2025) and Antonio et al., JISSN (2021).
Want to Explore The Healthy Chef Creatine + Electrolytes Range?
The Healthy Chef’s first stick sachets bring creatine and electrolytes together in a portable daily serve, targeting a category Grand View Research forecasts will grow 21.8% a year from 2026 to 2033. The launch also opens new customer segments, including women focused on strength and wellbeing.
Discover more about the brand’s expanding nutrition portfolio and growth strategy by visiting the Elixinol Wellness website. Learn how this category entry fits into the company’s broader consumer strategy.