About Rare

Our Vision

The Team at Rare Nutrition want to live in a world where people can look back on their lives and know that their time and energy has been well invested. At Rare, we desire to help people get the most out of the time and effort they put into their fitness, physique, nutrition and overall health by providing high quality nutritional supplements.

Our Story

Rare Nutrition was established in 2013 (under the name Rare Candy Co) and launched with a single product called 'Level Up!', which was a whey protein formulation that contained hydrolysed whey isolate, whey isolate and whey concentrate. At the time, Rare Nutrition was set up as a hobby business that supplied whey protein products to friends and family.

Between 2013 and 2017, Rare Nutrition visited gyms in the Perth Metro Area frequently to promote our flagship product. This product came in two flavours called Chocolate Rush and Vanilla Surge, which we still use today for our new and improved formulations. We experienced limited success promoting our product to the general population, though we had enough interest to keep the dream alive.

Although the business survived for four years as a side hustle, we eventually realised that we had not set up the business to be sustainable and the growth potential was non-existent. It dawned on us that our initial business model was plagued with issues that the team had not anticipated back in 2013. More than anything else, the margins that were acceptable in 2013 for a hobby business were simply unacceptable for a small business that urgently needed to grow to survive.

In the process of investigating ways to improve our situation, we discovered various issues that would ultimately deconstruct everything that we had built thus far. Our initial business model relied on manufacturers, distributors and retailers to assist with the blending, packing and sale of our flagship product, which meant that margins had to be factored into the retail price to satisfy all parties within the supply chain. Consequently, our ability to compete with similar brands on price while advertising our product and brand was ultimately unsustainable.

In 2017, we approached our contract manufacturer to establish better margins, so that we could compete with brands selling similar products, while maintaining a workable margin. In short, this request was considered impossible with dairy prices at the time, which compelled us to seek another contract manufacturer to lower manufacturing costs. For us to approach another manufacturer and see if they could help us, we needed to take our product formulation to them.

We quickly realised that we made a monumental mistake by creating a formulation through our contract manufacturer. It turned out that the 'Intellectual Property' (IP) for the formulation was jointly owned by the contract manufacturer and we were not privy to every bit of information we needed to manufacture the product elsewhere. Although we knew that the product we were selling was created with high quality ingredients and we had absolute confidence in the efficacy of the product, this hidden element to the formulation was the impetus that set in motion a complete reimagining of the business structure, our brand, and the products we were selling and developing.

As a direct result, we made the difficult decision to dismantle our business and find a way to stay alive. At the time, 'Level Up!' was stocked in nine stores in the Perth Metro Area, so we pulled our product off of the shelves, contacted a food technologist to create our own brand new product formulations, investigated how to manufacture our products internally, rebranded under the name Rare Nutrition, and more, just to keep the business alive.

In 2021, after a very costly hiatus, we've fixed our troublesome margins by eliminating external manufacturing costs, as well as purging distribution and retail margins that absorbed so much. At the very same time, the retail price of our products significantly decreased and we are proud to say that we are now one of the most competitive supplement brands in Australia. We also did what any other business would have said was impossible, in the end, despite great losses and overwhelming odds, we even improved the quality of our products and systems!

Even though the odds may still be against us, we're now thinking to the future like we have never been able to do before. With your ongoing support, we'll be releasing more products and flavours; products and flavours YOU want. The products we create will be of exceptional quality and formulated to an impeccable standard that our competitors could only envy. It's no wonder that great quality supplements are Rare.

The System

Our business model revolves around delivering our products directly to our customers. To accomplish this, we have purged retailers and distributors from our supply chain to allow customers to purchase directly from the manufacturer!

Since we are the manufacturer and we blend and pack our own products, all you need to do is purchase them online at www.rarenutrition.com.au and the highest quality products available anywhere will be on their way to your doorstep!

This system prioritises you (the customer) over other businesses who are just there to get their cut. This means that our products will always be cheaper than store-bought products and purchasing directly from us will save you a tremendous amount of money on every single order. Put simply, you'll get products of equal or greater quality to any other product on the market for far less than the big store brands will charge you.