Exclusive: Australian Plant Proteins Enters Retail with ‘Nothing Else’ to Meet Clean-Label Demand
Australian Plant Proteins has launched Nothing Else, a D2C brand of clean-label protein isolate powders, citing consumers’ growing appetite for protein among the GLP-1 boom.
A year after being rescued out of insolvency, Australian Plant Proteins is making a foray into retail with the launch of its consumer-facing brand, Nothing Else.
The company’s direct-to-consumer arm sells a range of plant-based protein isolates manufactured “from paddock to pouch” in Australia, starting with fava bean and yellow pea protein powders.
The brand’s name is a nod to the clean-label approach – protein isolate is the only ingredient in the products, which eschew chemical extraction and offer 25-26g of complete plant protein per 30g scoop.
“Australian Plant Proteins has been manufacturing high-quality protein isolates for B2B customers for years, but there was a clear gap for consumers who wanted direct access to a clean-label, locally grown product at an accessible price point,” says Vicky Pappas, CEO of My Co, the investment firm that acquired Australian Plant Proteins last year.
“We saw an opportunity to deliver Australia’s first genuinely farm-to-you plant protein isolate range directly to consumers,” she tells Green Queen. “By launching Nothing Else, we can offer complete transparency and control – from Wimmera-grown pulses to finished product – without the additives, flavours, or fillers common in the market.”
Nothing Else leverages chemical-free process and vertical integration model
Nothing Else’s single-ingredient protein isolates are made from pulses grown as nitrogen-fixing rotational crops that support long-term soil health and productivity.
They’re processed in Australian Plant Proteins’s Horsham facility, and this vertical integration gives the company full control over its supply chain, from pulse cultivation to final packaging. It offers a reliable supply chain that eliminates import dependence, third-party processors, and international shipping.
Most other plant protein isolates are extracted using chemical solvents like hexane where Australian Plant Proteins leverages its gentle, solvent-free ApPro process for Nothing Else products.
“Traditional methods leave chemical residues and can compromise protein quality, while our approach preserves the natural integrity of the plant,” explains Australian Plant Proteins co-founder and CEO Phil McFarlane.
“The result is protein that’s highly digestible, gentle on the stomach, neutral in flavour and smooth in texture, while delivering a premium nutritional profile with all nine essential amino acids and over 85% protein content per serve.”
The powders have a neutral flavour, off-white colour and smooth texture, and their superior solubility ensures they can be mixed into smoothies, oats, snacks and savoury dishes without clumping or grittiness.
“Our protein isolates are nutritionally comparable to whey… but they’re plant-based, highly digestible, neutral in flavour, and suitable for a broader range of dietary requirements, including lactose intolerance and vegan lifestyles,” says McFarlane.
“Our solvent-free extraction process delivers a product that’s gentle on the stomach, while our pulses are grown as nitrogen-fixing rotational crops, making them inherently more sustainable than dairy production,” he adds. “While we’re not specifically targeting whey shortages, we do offer a viable, locally made alternative that performs exceptionally well at an accessible price point.”
Australian Plant Proteins eyes GLP-1 market and gets China certification
The Nothing Else protein isolates are available on its website for A$29.99 ($21.35) per 300g pouch, and come in response to a protein boom down under that mirrors the US.
“We’re seeing increased demand driven by growing recognition of protein’s role in satiety, metabolic health, healthy ageing, and weight management, particularly as GLP-1 medications emphasise the importance of maintaining protein intake,” says McFarlane.
Half a million Australians use weight-loss drugs today. And while most citizens meet daily protein requirements, GLP-1 users are at risk of falling short. One study suggests that less than 10% of this group meets their protein goals. Plus, they experience a 25-40% decrease in muscle mass over 8-16 months (much more than with non-medicated weight-loss approaches and age-related muscle loss).
“Consumers are also becoming more sophisticated about ingredient quality and sourcing, while the flexitarian movement has created massive demand for high-quality plant proteins that don’t compromise on performance,” says McFarlane.
“Additionally, many consumers experience digestive discomfort with whey and are actively seeking clean alternatives that deliver the same macros without stomach issues,” he adds.
It marks a new era for Australian Plant Proteins. The manufacturer fell into voluntary administration in July 2024, with industry experts blaming a lack of government support rather than a company failure. Pappas later ascribed it to “a variety of contributing factors exacerbated by tough economic conditions”.
It was acquired by My Co, the investment vehicle of the Paule Family Office, in March 2025 and resumed operations two months later. The deal saw Australian Plant Proteins co-founder Brendan McKeegan exit the company.
“The integration has been positive and ramp-up has been strong. Continuity in operations and personnel has been critical – we’ve maintained and built upon our team and continued to support local employment in the Horsham region,” says Pappas.
“Since recommencement, we’ve also gained certification for China, expanding our market access while maintaining the exact same process and quality standards our customers have always relied on.”
Looking ahead, Pappas states that Australian Plant Proteins isn’t raising any capital at this stage: “We’re focused on executing our current strategy – growing our B2B partnerships and establishing Nothing Else as Australia’s leading clean-label, direct-to-consumer plant protein isolate brand.”