From professional athlete to the founder of one of Australia’s most successful meal replacement shakes, The Man Shake, Adam MacDougall is intent on helping people lose weight without sacrificing good nutrition.
Q. How did you start in the food and beverage sector?
A. The reason I started The Man Shake is a sad one and to be honest with you it was created after losing my best mate from a heart attack. He was a father of three and successful but was time poor and like most people overwhelmed at where he should start his health journey.
I felt this too when I retired from professional footy and where I no longer had the time to train hard or have a personal nutritionist to prepare my meals. I made these shakes every morning which helped me eat on the run, tasted good and left me feeling full.
When my mates began asking me if my shakes could help them lose weight, my wife and I saw a commercial opportunity.
This personal mission of ours saw the birth of The Man Shake in 2013.
The success of The Man Shake led to the launch of The Lady Shake in October 2014, as women saw their husbands and partners shedding weight and improving their health.
We wanted to create a product especially formulated and designed for both men and women to enable them to live their best lives.
Q. What was the motivation behind creating The Man Shake?
A. At the core of The Man Shake’s creation lies a two-fold concern: Australia’s escalating obesity rates and the troubling nutritional content in conventional meal replacement shakes. According to the Australian Bureau of Statistics, approximately 62 per cent of Australian adults are overweight or obese, a trend disproportionately affecting men. This staggering reality, coupled with the loss of my best mate, became the catalysts for our action.
We recognised that most meal replacement shakes on the market were part of the problem, not the solution, containing as much as 25 grams of sugar per serving. That is why we launched The Man Shake, a high protein, high fibre meal replacement shake that is significantly lower in sugar content.
Our aim goes beyond selling a product; we are fuelling a health revolution and transforming lives. By providing Aussies with a nutritious and delicious alternative, we are making strong progress in our mission to improve the lives of everyday Aussies on their journey to better health.
Q. What has been your experience with weight loss industry/products?
A. When we first started out in the weight loss industry, we found meal replacement shakes on the market were watery, high in sugar and simply not effective. We also learnt that true weight loss isn’t just about cutting calories; it’s about a complete lifestyle shift. We decided early on to combine best in class product formulation but build a brand that was led by a community of everyday Aussies, because we all know that it’s nearly impossible to transform a life on your own.
I’m a big believer that you cannot out-train a bad diet. What we eat is crucial in achieving weight loss goals, but you also need the support behind you. Our Facebook community groups are at the core of everything we do and achieve. It’s where our members can share their stories and receive support from not only us but from other people who are on the same journey and transformation.
Our approach has helped and continues to inspire over half a million everyday Aussies, and it’s what completely drives our mission and purpose.
Q. What have you seen change in the sector?
A. The food and beverage sector has evolved beyond just weight loss, gravitating towards more holistic health and wellness solutions. Australians are increasingly embracing the idea that a healthy lifestyle goes beyond just what we eat; it encompasses mental well-being, physical activity, and sleep.
Life is unpredictable, and time is a luxury many of us don’t have. The pandemic, coupled with cost-of-living pressures, has significantly changed our approach to daily well-being. Now more than ever, we are attuned to the evolving needs of our customers.
Our latest product innovation GO! Recognises how we responded to our community’s love for coffee whilst still having a nutritional and convenient breakfast. GO! is not just an energy booster but a comprehensive morning solution, packed with botanical extracts, relaxation aids, and 30g of protein.
Q. How did you develop your brand’s core product USPs – did you work with one of the big ingredient’s companies, hire a food technologist, etc.?
A. Our approach to product development is fundamentally grounded from in-depth consumer insights and leveraging our state-of-the-art manufacturing facility in Brisbane.
We actively engage with our community, delivering insights to stay ahead of the curve and tailor products that genuinely resonate with their evolving needs.
We combine expert advice from food scientists, nutritionists, and doctors, to craft our shakes and bars to be nutritionally robust.
Our cutting-edge manufacturing capabilities also allows us to consistently innovate and expand our offerings, reaching more consumers across varied occasions and formats, always staying a step ahead of the competition.
As a result, we are Australia’s leading meal replacement shakes and also sell other food products such as healthy snack bars. Each product innovation is packed high in protein, fibre, vitamins, and minerals, all while maintaining a low sugar profile.
Q. When did you launch, what has been the growth rate of the brand?
A. Over the years, our brand has witnessed tremendous growth, both in terms of sales and impacting over 500,000 Australians positively.
Some of the highlights include:
Our #1 ranking as Australia’s preferred weight-loss brand is a testament to our brand’s effectiveness and impact;
The Man Shake & The Lady Shake grew 24.9 per cent in the latest quarter, 9.3 per cent ahead of the category;
helping over half a million of everyday Aussies with their weight loss goals; and
looking forward, we envision reaching and helping 1 million of Aussies lose weight and transform their lives.
