TBWA\Sydney appointed strategic and creative partner for My Muscle Chef

Paige Murphy
By Paige Murphy | 20 July 2021
Nick Love

My Muscle Chef has appointed TBWA\Sydney as its new strategic and creative agency partner.

My Muscle Chef is one of the fastest growing companies in the Australian ready meal, snacks and drinks market driven by its focus on health, wellness and quality.

“Our team has always been driven to find a better way to fuel active Australians, whatever their goals, with readily available, quality, high protein fresh meals, snacks and drinks for all occasions," My Muscle Chef chief customer officer Nick Love says.

“As the market continues to expand and consumer attitudes to nutrition, convenience and quality evolve, we are excited to partner with TBWA\Sydney to develop a distinctive new brand platform to support our future growth and differentiation beyond our award- winning meals.”

From humble beginnings in a garage in Sydney in 2013, two active gym-going brothers, Tushar and Nishant Menon questioned why someone had yet to create a range of specifically tailored, fresh meals that were healthy, high in protein and absolutely delicious.

Since launch, My Muscle Chef has grown exponentially, delivering over 1.6 million meals, snacks and protein drinks direct to consumers in over 4500 suburbs and to more than 2500 stockists in Australia every month.

In October 2020 Quadrant Private Equity invested in My Muscle Chef to accelerate its growth.

“My Muscle Chef is an extraordinary business with extraordinary energy and ambition," TBWA Australia and New Zealand CEO Paul Bradbury says.

"We are very excited to be partnering with Nick and the team to continue their growth.”

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