Our Story

Born in Whangārei. Built for real life.

Kia ora! We make NZ's first sparkling clear protein and magnesium water. Clean, refreshing, and actually worth drinking.

100% Kiwi-owned & operated
Born in Whangārei. Built for real life.

How It Started

Over the shakes that tasted like a chore.

Love Muscle was born from frustration.

Our founder - a mother, bodybuilder, and someone who actually reads labels - was done with RTD protein drinks that were high in calories, loaded with carbs, and tasted like a chore.

The gap was obvious. Overseas markets had clean, great-tasting options. Here in Aotearoa? Nothing.

After countless months of R&D, we created NZ's first sparkling clear whey protein. Light, refreshing, and finally something worth drinking.


Turns out we weren't the only ones who thought so. Multiple Gold at the NZ Artisan Awards 2025 and the NZ Food Awards Beverage and Technical Innovation Award! We'll take that.

The Journey So Far

2023

Is this even possible?

Karina spots the gap - NZ has no clean, great-tasting sparkling protein drink. After months of R&D, Love Muscle launches. The idea that function and taste can coexist.

2024

The market agrees

First stockists. First 5-star reviews from strangers. Two new flavours added - chosen by our customers. NZ Food Awards Beverage and Technical Innovation winner.

2025

Decorated and growing

Multiple award wins. Listed in New World, PAK'nSAVE and 100+ locations nationwide. Nesium launches. We invested in printed cans, reformulated for an even cleaner finish, and supermarket ranging grows nationwide.

2026

Heads down, still building

Our first employee, Kennedy, joins the team. Busier than ever, but yet so many people still haven't found us yet. The work to get noticed continues. And with more exposure... will Woolworths finally have a reason to stock us? Stay tuned.

Karina
KarinaFounder, Love Muscle

From the founder

I wanted a drink that actually tasted good, made with premium ingredients, and zero unnecessary extras.

We keep things fun, honest, and science-based. Just real recovery that fits your life and your fridge. As a 100% Kiwi-owned business based in Whangārei, we're proud of our roots. And even prouder of the support we've received along the way. Every time you choose Love Muscle, you're backing a homegrown business with big goals.

With love and muscle — Karina, Founder of Love Muscle

What's Inside Every Can

All that, in one refreshing drink.

Zero sugar. Zero fat. Ultra-low carbs. 15g of high-quality whey isolate packed with BCAAs and EAAs. Real protein, nothing else.

The protein

15g Whey Protein Isolate

High-quality WPI — not concentrate, not collagen. Packed with all essential amino acids your body needs to recover and rebuild.

The first of its kind

NZ's First Sparkling Clear Whey

Not a shake. Not milky. A genuinely light, refreshing sparkling drink that happens to have 15g of protein in it.

The recognition

Proudly Award-Winning

100% Kiwi-made, multiple award wins, loved by athletes, parents, and anyone chasing their protein goals without the faff.

Ready to try it?

The Mixed Pack lets you try all five flavours. Free shipping on subscriptions. No lock-in after 2 orders.

Get Your Mixed Pack Find a Stockist