Brownes Dairy has made a significant move into the meal replacement sector with the launch of its new brand, Full+.
In a statement released on February 19, the Australian dairy producer announced that Full+ aims to directly compete with traditional drive-thru options. This product represents a unique innovation, described by the company as a “first-of-its-kind solution that bridges the gap between thin protein supplements and processed convenience meals.”
Chief Executive Natalie Sarich-Dayton emphasized the company’s vision: “We are reclaiming the term ‘fast food’. For too long, fast food has been synonymous with nutritional compromise. Füll+ is the antithesis of that.” This statement captures Brownes’ dedication to redefining quick meal options within the food and beverage industry trends.
Starting this week, Full+ is available through the Australian grocery chain Coles, featuring two flavors: chocolate and iced coffee. Brownes differentiates this product from shelf-stable (UHT) shakes by offering a milk-based liquid meal, ensuring a quality alternative in the food and drink business.
Each serving of Full+ boasts 35 grams of protein, alongside 18 essential vitamins and minerals and more than five grams of fiber. Sarich-Dayton remarked, “Protein is the missing piece of the puzzle for those skipping meals. It acts as the primary building block for everything from immune function to muscle repair. Füll+ is the first liquid meal in Australia that actually delivers on the promise of convenience while providing genuine sustenance and staying power, not just a quick hit of protein.”
The launch of Full+ coincides with Brownes Dairy’s plans to seek a buyer or new investment in 2023. In April, McGrathNicol Restructuring was appointed receiver over shares in Australian Zhiran Co. Pty Ltd, the ultimate holding company of Brownes Dairy. Established in 1886, Brownes prides itself on being Western Australia’s oldest dairy company, distributing yogurt, cheese, and coffee through major Australian retail outlets. The business is currently navigating financial challenges following a $200 million loan call from China’s Mengniu Dairy Co.
With the introduction of Full+, Brownes Dairy is positioning itself to meet emerging food and drink consumer trends, focusing on convenient yet nutritious options in today’s fast-paced world.
