Local meal replacement market gets a shake-up

AUCKLAND, Monday: An Australian meal replacement and weight loss brand has launched in New Zealand “to take a bite out of the fast-growing weight management market”.

The Boyd PR release declares: “Cheeky brand The Man Shake helps kick start a healthy lifestyle – with room for a few beers too!”

“The Man Shake is expanding into the New Zealand market one year after its founder, Australian rugby league star Adam MacDougall sold a majority stake in its parent company Cranky Health for AU$ 400 million.

“The 48-year-old started the business in 2013 inspired, sadly, by the tragic death of his best mate from a heart attack.

“From his home garage, he and wife Belinda started the process of creating a low-sugar, high protein meal replacement shake specifically for men who had traditionally been overlooked in the weight loss category.

“With up to three times the protein and one fifth the sugar (per 100g) of other products, and its “real blokes and real results” appeal, The Man Shake is ranked the number one meal replacement product across leading pharmacy and grocery retailers in Australia*.

“They created a low-sugar, high protein meal replacement shake specifically for men who had traditionally been overlooked in the weight loss category.”

“The success of The Man Shake led to the launch of The Lady Shake in 2014, as women saw their husbands and partners shedding weight and improving their health.

“With more than 500,000 Australian customers, the business has built a large, passionate, online community of ‘shakers’ who encourage each other toward healthy lifestyles, including sharing before and after shots of their progress.”

Adam MacDougall said: “For us it’s more than just selling shakes, we’re supporting people to kick start a healthier lifestyle and make them feel better.”

He believes The Man Shake can have a similar impact in New Zealand, which has no products tailored to male weight loss.

The Man Shake will be sold nationwide through Unichem and Life Pharmacy and via the company’s e-commerce platform.

NZ creative agency?
A spokesperson said the NZ launch will be supported by a NZ$ 2 million+  advertising campaign across broadcast and digital.

“The appointment of a NZ creative agency is internal at this stage, but there’s definite potential there.,” the source said.

CREDITS

Client: The Man Shake / The Lady Shake
Media Buying Agency: Tōnui
PR Agency: BPR

• themanshake.co.nz