A Bondi couple’s unconventional idea has developed into a successful business, Chief Nutrition, generating $3.5 million in revenue. Libby Babet, a former trainer from the reality TV show, The Biggest Loser, struggled to provide her clients with healthy snack options. Eight years ago, choices were limited to an apple or a carrot; products found on supermarket shelves were often laden with sugar and artificial ingredients. Along with fellow personal trainer Veronika Larisova and her husband, Justin Babet, Libby aimed to create a nutritious snack readily available on grocery aisles.
They ventured into LinkedIn to connect with a food technologist and collaborated to design a meat-based bar that Justin described as an “instant hit.” However, the production of these bars, made from beef or lamb, presented challenges. “To ensure the bars stick together, you need artificial fillers or thickeners, which ultimately results in an ultra-processed food product. Our solution was to develop a dry jerky-style product that’s high in protein while being low in carbohydrates and sugar, but we had to overcome health concerns tied to the preservatives in dried meat,” he explained.
Chief Nutrition was launched in 2015, initially selling the bars in gyms and health food stores. Things changed for the better when, in 2018, Justin decided to take the business full-time. They released other health food products while maintaining their focus on creating their unique line from January 2020 onwards. Along the way, they introduced a nut butter-based collagen bar, which posed its own challenges regarding texture and moisture.
While their nut butter bar has made strides, the beef bar remains their best-seller, attracting a diverse customer base, with over 50% of purchases coming from women. Their intriguing advertising approach has helped the brand stand out, including campaigns that ask, 'WTF is a beef bar?' This curiosity has piqued interest among a broader audience, allowing them to penetrate a market once dominated by male customers.
The advertisements have proven effective, with over four million Australians exposed to their campaigns over the past year. Their efforts have landed them deals with major retailers, including Woolworths, Ampol, and Dan Murphy’s. The beef bar has also become a preferred alternative to traditional healthy snacks like canned tuna, being less messy and more convenient for health-conscious consumers.
Despite challenges brought about by the pandemic, which initially led to a drop in brick-and-mortar sales, Chief Nutrition adapted by pivoting to online sales. The company witnessed a drastic growth in sales, jumping from $5,000-$10,000 to $83,000 in a month, which allowed them to scale up operations significantly.
Today, Chief Nutrition has achieved a remarkable revenue of $3.5 million annually and aims to expand further internationally. The company aspires to emulate the success of established brands like Kind bars and Quest Nutrition, envisioning future exports to markets in the US, New Zealand, and the Middle East. Their beef bars are available in two flavors—traditional and chili—with plans to widen the flavor range and explore freeze-dried food supplements. They target to reach $10 million in revenue next year as they chart their course in the competitive health food market.