International Protein – The Worst Kept Secret in Bodybuilding

International Protein is owned by Food Scientist, and Professional Bodybuilder, Christine Envall and sport supplement guru Troy Bremner. Founded on a commitment to established nutritional research, they have become the undisputed authority for protein products for the competitive bodybuilding circuit. In August, International Protein was named in the 2018 APAC Excellence Awards programme, as the Leading Manufacturer of High Protein Foods. Following this, we spoke to Danielle McKenzie, who gave us a valuable insight into the recipe behind the company’s success.

It would be an understatement to say that the world is becoming ever-more health conscious. As fitness becomes a fundamental part of people’s lives, so too do health supplements. For those serious about bodybuilding and weightlifting, protein is an essential part of attaining gains and minimising plateaus. Protein is the next big consumer market in this new world, with predictions of exponential growth over the coming years. By all regards, International Protein is well-placed to become an industry leader in the Asia-Pacific and South American regions.

An essential factor to the company’s ongoing success is their dedication to five key principles; taste, quality, affordability, results and flexibility. Danielle takes a moment to emphasise the importance of this creed, “Taste is important, as only a small percentage of people will stick with a supplement that tastes bad or isn’t palatable. Equally, a product needs to live up to our consumers expectations, so we use quality ingredients that mix well, have nutritional value and are consistent batch to batch. We also recognised that many athletes who require higher quality products don’t have the money to spend on these products. A supplement regime must fit your budget or it’s not workable.”

“Further, our consumers need proven formulations that are based on proven nutritional principles and tested on world-class athletes to ensure they deliver tangible results. There are no magic tricks to fitness, just proven science. Regarding flexibility, our customers need supplements that work for them, with their regime and with considerations to changing requirements. Our products allow for that flexibility to tailor them to individual nutritional programs. Above all, there are no fad ingredients. Ingredients must stand the test of time and have a scientifically proven track record.”

It is easy for consumers to feel overwhelmed when faced with the plethora of options available in the health supplement market. Every company vies for the patronage of consumers eager for the ‘next big thing’ in fitness that guarantees results. International Protein has built a reputation on the back of the quality of their product, steadfast in the face of fads and trends. As Danielle emphasises, they believe wholeheartedly in the calibre of their products: “We do not make products to be the cheapest on the market, we make them to be safe and clean, whilst ensuring that they work. In a very flooded marketplace, our high quality raw ingredients keep people buying our products and, above all, trusting our brand.”

Coming to the end of the interview, Danielle discusses the future of International Protein: “The future is exciting – four years ago, exports made up less than 4% of our income. In 2017, it made up 42%, with a projection that within three years it will make up 70% of more of our gross turnover. We are still developing and fine tuning our approach to export markets and are at a size that we can support a personal and diverse strategy. At the moment, we export to 16 countries with four more in the process of FDA or Health Department registration, compared to most American brands, this is a small achievement, but we are very proud of what we have achieved in a short time.”

Contact: Tony Bremner
Company: International Protein
Address: 59 Lahrs Road, 4208, Ormeau, Queensland, Australia
Telephone: +61 07 5540 8100