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2025 Protein Price Increase
At VPA, we are dedicated to providing Australians the highest quality protein powders at the most competitive prices. However, recent global events, including the devastating Californian floods and wildfires, have significantly impacted the global dairy market driving up the cost of key ingredients, particularly whey protein, which is expected to increase by approximately $20 per kilogram in July 2025.
However, to be transparent with our valued customers who have been with us for nearly a decade, we are providing this advance notice of potential price adjustments four months in advance.
VPA’s Plan of Attack: Navigating Rising Costs Together
At VPA, we’re committed to keeping our prices fair while maintaining the highest quality supplements you trust. To manage the increasing costs, we will absorb 50% of the price increase by reducing our margins by $12 per kilo. However, a temporary price adjustment of $8 per kilo will take effect for all VPA customers in July, August, and/or September 2025.
We understand this isn’t ideal, but unfortunately, absorbing these rising costs entirely within our current margins isn’t feasible. This is a challenge impacting all protein suppliers in the Australian market.
We want to assure you this is only temporary. Our team is actively working on alternative sourcing solutions and cost-saving strategies to bring prices back down as soon as possible. Your support means everything to us, and we remain dedicated to providing premium-quality supplements at the best possible value.
VPA’s Plan of Attack: Navigating Rising Costs Together
At VPA, we’re committed to keeping our prices fair while maintaining the highest quality supplements you trust. To manage the increasing costs, we will absorb 50% of the price increase by reducing our margins by $12 per kilo. However, a temporary price adjustment of $8 per kilo will take effect for all VPA customers in July, August, and/or September 2025.
We understand this isn’t ideal, but unfortunately, absorbing these rising costs entirely within our current margins isn’t feasible. This is a challenge impacting all protein suppliers in the Australian market.
We want to assure you this is only temporary. Our team is actively working on alternative sourcing solutions and cost-saving strategies to bring prices back down as soon as possible. Your support means everything to us, and we remain dedicated to providing premium-quality supplements at the best possible value.
VPA’s Plan of Attack: Navigating Rising Costs Together
At VPA, we’re committed to keeping our prices fair while maintaining the highest quality supplements you trust. To manage the increasing costs, we will absorb 50% of the price increase by reducing our margins by $12 per kilo. However, a temporary price adjustment of $8 per kilo will take effect for all VPA customers in July, August, and/or September 2025.
We understand this isn’t ideal, but unfortunately, absorbing these rising costs entirely within our current margins isn’t feasible. This is a challenge impacting all protein suppliers in the Australian market.
We want to assure you this is only temporary. Our team is actively working on alternative sourcing solutions and cost-saving strategies to bring prices back down as soon as possible. Your support means everything to us, and we remain dedicated to providing premium-quality supplements at the best possible value.
Will the price increase affect all products?
This price increase will only affect products that contain whey protein. Therefore, all other products such as amino acids and the likes will remain unaffected.
What standards does VPA adhere to that other smaller providers don't need to?
We are an export registered "Department of Agriculture and Fisheries" (DAFF) facility. This is the highest accreditation of dairy in Australia. Our environmental (swab, surface, water, compressed air testing) and product testing requirements (multiple pathogens) is far higher than an ordinary HACCP approved facility (where most protein powders are blended in Australia). If you’ve found a cheaper price of product, ask them if they (not their co-packers) are an export registered dairy provider. Inevitably the answer will be “No”.
What standards does VPA adhere to that other smaller providers don't need to?
We are an export registered "Department of Agriculture and Fisheries" (DAFF) facility. This is the highest accreditation of dairy in Australia. Our environmental (swab, surface, water, compressed air testing) and product testing requirements (multiple pathogens) is far higher than an ordinary HACCP approved facility (where most protein powders are blended in Australia). If you’ve found a cheaper price of product, ask them if they (not their co-packers) are an export registered dairy provider. Inevitably the answer will be “No”.
What standards does VPA adhere to that other smaller providers don't need to?
We are an export registered "Department of Agriculture and Fisheries" (DAFF) facility.
This is the highest accreditation of dairy in Australia. Our environmental (swab, surface, water, compressed air testing) and product testing requirements (multiple pathogens) is far higher than an ordinary HACCP approved facility (where most protein powders are blended in Australia). If you’ve found a cheaper price of product, ask them if they (not their co-packers) are an export registered dairy provider. Inevitably the answer will be “No”.
How does VPA compare to others in the market?
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We’re lab-tested by an independent company to ensure our protein powders and ingredient profiles are as good as we promise them to be. We are one of the very few supplement companies that do this and publish our results on our website - find our most recent results here.
- With reputable high-level athletes and ambassadors on our VPA® team who use our products daily, you can rest easy knowing you have the best quality fitness supplements and body-building supplements the Australian market can offer.
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We’ve designed our supply chain to include Australian products and ingredients, and our warehouse structure to sustainably get our products to you quickly with a reduced carbon footprint.
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100% Flavour Happiness Guarantee– we believe protein powder should be enjoyed and not endured, that’s why we have spent so much time and energy to ensure our flavours are the best in the industry. Love it or return it.
-
We’re lab-tested by an independent company to ensure our protein powders and ingredient profiles are as good as we promise them to be. We are one of the very few supplement companies that do this and publish our results on our website - find our most recent results here.
- With reputable high-level athletes and ambassadors on our VPA® team who use our products daily, you can rest easy knowing you have the best quality fitness supplements and body-building supplements the Australian market can offer.
-
We’ve designed our supply chain to include Australian products and ingredients, and our warehouse structure to sustainably get our products to you quickly with a reduced carbon footprint.
-
100% Flavour Happiness Guarantee– we believe protein powder should be enjoyed and not endured, that’s why we have spent so much time and energy to ensure our flavours are the best in the industry. Love it or return it.
VPA's big wins in the last 12 months
New Products & Flavours
Our relentless pursuit of excellence in the protein and supplements space fuels our constant exploration and innovation. We're not just keeping up with the trends; we're setting them by developing a diverse range of supplements and protein powder flavours.
New Partnerships
The VPA team gets bigger each year as we continue to partner up with some of Australia's top sports teams as their official supplement supplier. We recently added the Adelaide Thunderbirds, Redcliffe Dolphins RLFC, NRL Dolphins and Sunshine Coast Lightning to our growing VPA family!
New Products & Flavours
Our relentless pursuit of excellence in the protein and supplements space fuels our constant exploration and innovation. We're not just keeping up with the trends; we're setting them by developing a diverse range of supplements and protein powder flavours.
New Partnerships
The VPA team gets bigger each year as we continue to partner up with some of Australia's top sports teams as their official supplement supplier. We recently added the Adelaide Thunderbirds, Redcliffe Dolphins RLFC, NRL Dolphins and Sunshine Coast Lightning to our growing VPA family!
Voted Australia's No.1 Protein & Supplement Brand 7 Years in a Row!
We remain steadfast in our commitment to providing the highest quality supplements. We deeply appreciate the continued support and trust our customers have placed in our brand. Your invaluable feedback and loyalty have been instrumental to our success, enabling us to evolve and better serve your wellness goals.
Wholesale Credit Facility
To support the growth of our valued VPA wholesalers, we were very pleased to announce our new Credit Facility Program. This program provides a $2,500 line of credit, enabling our wholesalers to easily stock our best-selling VPA protein and supplement with ease.
Voted Australia's No.1 Protein & Supplement Brand 7 Years in a Row!
We remain steadfast in our commitment to providing the highest quality supplements. We deeply appreciate the continued support and trust our customers have placed in our brand. Your invaluable feedback and loyalty have been instrumental to our success, enabling us to evolve and better serve your wellness goals.
Wholesale Credit Facility
To support the growth of our valued VPA wholesalers, we were very pleased to announce our new Credit Facility Program. This program provides a $2,500 line of credit, enabling our wholesalers to easily stock our best-selling VPA protein and supplement with ease.
FREQUENTLY ASKED QUESTIONS
When will price increase take effect?
Over the past 12 months, VPA has seen price increases of approximately $10 per kilo due to global supply shortages. Additionally, the recent wildfires have driven prices up by another $20 per kilo. This means the current raw material cost of around $50 per kilo is unlikely to be sustainable in the long term.
How is VPA able to absorb price increases?
Thanks to our large scale and strong purchasing power parity, we can secure bulk contracts, such as 40-foot containers of protein, rather than buying at fluctuating spot rates. Additionally, our fully vertically integrated business model enables us to absorb a significant portion of these cost increases.
Will these price increases affect all VPA products?
The price increases will primarily affect products that contain whey protein. A full list of affected products can be seen below:
- WPI
- WPC
- Muscle gainer
- Breakfast shake
- Lean shake
- Tri -protein
- Protein water
- Casein
- Protein pancake mix
- Protein Mousse
- Protein Ball Mix
- Hot Protein
Will VPA be offering any special discounts or promotions to help customers during this time?
We understand the challenges these price increases present. We are currently evaluating options to support our loyal customers during this period and will announce any special offers or promotions on our website and through our email and social media channels.