Forbidden Foods finalises deal to stock new protein drink in Woolworths stores

Forbidden Foods (ASX: FFF) has secured a deal to stock its new Oat Milk Goodness (OMG) coffee-flavoured protein product in a range of Woolworths (ASX: WOW) supermarkets and Metro stores nationwide.

The agreement will place OMG on the shelves of 456 stores and follows the recent inclusion of its products across 130 Ampol Foodary locations.

Negotiations with other large retail groups regarding product stocking are believed to be well-advanced.

Plant-based drink

Launched in October, the ready-to-drink OMG product contains 20 grams of plant-based protein per serve and is made with Forbidden Foods’ innovative oat and olive oil base.

It uses only natural ingredients and is reported to contain less than half the sugar of competitor products.

The Woolworths deal broadens OMG’s footprint within the retail giant’s network alongside OMG choc oat protein and barista blend oat milks.

Demand trends

Forbidden Foods chief executive officer Alex Aleksic said the company would build on positive demand trends for its existing protein range across Woolworths’ major retail network partners.

“OMG now has three products in the broader Woolworths group and we are confident this will underpin sales growth over the coming months, as will our negotiations with a range of other stockists,” he said.

The company recorded October sales of $360,000—a 44% increase on September 2024 and more than 70% up on October 2023’s figure.

Netball sponsorship

Forbidden Foods has also executed a corporate sponsorship agreement with the Melbourne Mavericks netball team in an effort to drive increased exposure in the better-for-you fast-moving consumer goods (FMCG) market category.

Mavericks marquee player Eleanor Cardwell will act as brand ambassador for Blue Dinosaur hand-baked snacks for the 2025 season, which runs from April to July.

Forbidden will be allowed to engage in product advertising and sampling at Melbourne Mavericks fan days in 2025 and the Mavericks will also script, film and produce four bespoke videos featuring its players alongside Blue Dinosaur products for distribution across its social media accounts.

Sports footprint

“This agreement broadens our existing sponsorship footprint in the sports and fitness sector and marks a strategic decision to increase our exposure to netball more broadly,” Mr Aleksic said.

It is estimated that eight of ten Australian families are involved with netball in some way, with 81% of game day attendees female.

“The demographic presents us with a large addressable market of female consumers in the better-for-you FMCG segment.”