Elixinol Wellness Lands 410-Store Priceline Deal to Boost Healthy Chef Revenue
The Healthy Chef secures national Priceline rollout in major retail channel win
Elixinol Wellness (ASX: EXL) has announced a national distribution partnership for its premium wellness brand, The Healthy Chef, with Priceline, one of Australia’s leading pharmacy and beauty retail chains. The multi-stage rollout commences in July 2026, spanning approximately 410 stores nationally, with a second expansion phase anticipated in the first half of 2027.
The partnership marks a meaningful shift for The Healthy Chef, which has built its customer base through a direct-to-consumer online model. Priceline’s deliberate strategic positioning as “everyday health for women” and its female-skewed loyalty base present a strong commercial fit for the brand’s premium protein and wellness supplement range.
Natalie Butler, CEO & Executive Director
“We are excited to be partnering with Priceline on this national rollout of our premium wellness brand, The Healthy Chef. The alignment between our brands is strong, with a shared focus on health and a highly engaged customer base.
We are committed to creating high-quality, clean and effective products without compromising on taste, and this partnership allows us to bring our innovative and award-nominated products to a much broader audience.
This partnership adds a new retail distribution channel to our fast-growing Healthy Chef premium product range and is expected to contribute to both revenue and earnings growth in the second half of 2026. We also see a strong opportunity to grow alongside Priceline over the years ahead as they continue to build their position in the wellness space.”
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A two-stage rollout designed for scale
Stage One — 410 stores, July 2026
Stage One launches in July 2026 across approximately 410 Priceline stores nationally, featuring a selection of The Healthy Chef’s top-performing proteins and powdered supplements. Included in the range is Metabolic Burn, which has been nominated for Best New Product Development at the Hive Awards, presented by Food & Drink Business.
Two merchandising formats have been developed to suit varying store sizes and optimise in-store visibility. According to the company, Stage One “is expected to deliver a significant uplift in The Healthy Chef annualised revenue,” subject to rollout timing, consumer demand and supply consistency.
Stage Two — broader penetration in early 2027
Stage Two is anticipated for early 2027, subject to product performance and customer demand. The growth levers at this stage include potential range extensions and increased store penetration across the Priceline retail network.
This performance-gated structure is notable for investors. By tying Stage Two to demonstrated results, the partnership model limits downside exposure while preserving meaningful upside if consumer adoption tracks positively.
| Rollout Stage | Timing | Store Count | Key Features |
|---|---|---|---|
| Stage One | July 2026 (Q3 2026) | ~410 stores nationally | Top proteins & supplements, two merchandising formats |
| Stage Two | Early 2027 | TBC — increased penetration | Potential range extensions, subject to performance |
Why Priceline, and why now — the wellness retail opportunity
Priceline’s evolution beyond its legacy strength in beauty is a deliberate strategic move. The retailer is actively building out its health and wellness category, targeting higher-margin products that align with its female-skewed loyalty customer base. Its positioning as “everyday health for women” creates a natural adjacency with The Healthy Chef’s premium nutrition offering.
For a brand that has operated primarily through direct-to-consumer online channels, entry into bricks-and-mortar pharmacy retail delivers advantages that digital alone cannot replicate. Physical shelf presence drives new customer acquisition through in-store foot traffic, increases brand visibility to audiences who may not encounter the brand online, and diversifies revenue streams across both business-to-consumer and retail channels.
The Metabolic Burn product’s nomination for Best New Product Development at the Hive Awards, a leading Australian program recognising excellence and innovation in the food and beverage manufacturing sector, also signals meaningful product-market credibility. Recognition at an industry level supports the case for shelf placement in a curated retailer such as Priceline, where category buyers are selective.
The strategic value-add of this channel can be summarised as follows:
- Broadens brand awareness beyond the existing online audience
- Accelerates new customer acquisition via in-store foot traffic
- Diversifies revenue streams across business-to-consumer and retail channels
- Positions The Healthy Chef alongside complementary health and beauty brands
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Revenue outlook and what this means for investors
Elixinol has articulated a positive revenue outlook for Q2 2026 and beyond, underpinned by new business-to-business and retail channel opportunities. Stage One of the Priceline partnership is expected to contribute to both revenue and earnings growth in the second half of 2026, with Stage Two representing a further, incremental catalyst in H1 2027 through potential range extensions and increased store penetration.
The broader Elixinol Wellness portfolio, spanning The Healthy Chef, Hemp Foods Australia, Mt Elephant, Australian Primary Hemp, and The Australian Superfood Co., provides context for the platform this partnership sits within. The Priceline rollout is targeted specifically at The Healthy Chef brand, but the company’s wider distribution across grocery, wholesale, and e-commerce channels demonstrates an established commercial infrastructure capable of supporting retail scale.
For investors, the headline thesis is relatively clear. A national retail footprint across approximately 410 stores, structured with a performance-gated second phase, represents tangible progress in the transition of The Healthy Chef from a direct-to-consumer brand to a mainstream retail presence. The partnership does not rely on a single large bet; instead, it builds incrementally, with Stage Two contingent on demonstrated consumer demand. That structure limits execution risk while keeping a meaningful growth runway intact.
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