Mānuka Performance · US Market Brief · Amazon + D2C · Three SKUs

MADE BY
NATURE.
BACKED BY
SCIENCE.

Two Products. Pure New Zealand. Zero Synthetics.

Two individually differentiated products. One unifying platform advantage: MPS PolySure™ polyphenol certification, New Zealand indigenous provenance, and the only honey‑based consumer nutrition range in the US market backed by clinical‑grade science. LiquidFuel™ Gold Kiwifruit in 45g pouches (6‑pack / 10‑pack). GI‑PRO™ in 30‑pack of 5g daily sachets.

NutraIngredients-USA Finalist WADA Safe · HASTA Batch Tested MPS PolySure™ — All Three SKUs FDA GRAS · BC30™ FernMark Licensed · 100% NZ Made ★ Informed Sport — In Process (Gold Kiwifruit)
The Three Products

TWO SKUS. TWO CATEGORIES.
ONE PLATFORM.

Each SKU owns a distinct consumer category and addresses a different purchase occasion. Together they give Mānuka Performance full‑day coverage across the premium natural nutrition market.

01
LiquidFuel Gold Kiwifruit Energy Gel 45g
Energy Gel · All Sport · Informed Sport
LIQUIDFUEL™
GOLD KIWIFRUIT
Natural Performance Energy · 45g Pouch · 6‑Pack / 10‑Pack
Same platform as Apple — different phytochemical signature. Informed Sport certification in final stages: the most globally recognised sport supplement certification, opening access to professional team, broadcast, and institutional channels.
  • Mānuka honey + Zespri® Gold Kiwifruit
  • Excellent natural Vitamin-C source · actinidin
  • WADA Safe · HASTA every batch
  • ★ Informed Sport — certification in final stages
  • MPS PolySure™ batch certified
WADA SafeHASTAPolySure™Informed Sport — In Process
Full Product Brief →
02
GI-PRO 30-pack 5g daily sachets
Daily Wellness · Digestive Health
GI‑PRO™
Daily Digestive Health · 30‑Pack · 5g Daily Sachets
The first probiotic product to deliver BC30™ (45+ studies, FDA GRAS) inside a PolySure™‑certified native honey prebiotic matrix. 30‑pack of 5g daily sachets. No pills. No powder.
  • Mānuka Blend + Rewarewa honey (prebiotic)
  • BC30™ 2M CFU — clinically validated spore‑forming probiotic
  • IBS relief · protein absorption · immune support
  • FDA GRAS · Halal · MPS PolySure™ certified
  • 97% recognised positive results — clinical survey
FDA GRASHalalPolySure™Physician Formulated
Full Product Brief →
US Market Opportunity

THE MARKETS WE SERVE

Two SKUs map onto two of the fastest‑growing segments in US health and wellness retail.

$281B
US nutraceutical market forecast by 2032 — CAGR accelerating
$13.2B
US digestive health supplements market (2023)
$165B
Global metabolic health / weight management market (2025)
Premium
NZ provenance commands measurable price premium in US functional nutrition
⚡
Performance Nutrition — All Sport
LiquidFuel™ Gold Kiwifruit addresses every athlete in every sport requiring sustained physical output. Team sports, racquet sports, combat sports, endurance, gym, CrossFit, winter sports. WADA/HASTA certification makes it safe for competitive athletes at every level. Informed Sport certification in final stages — opening the professional, broadcast, and institutional channel.
🧬
Daily Wellness — Gut Health
GI‑PRO™ addresses the 60%+ of adults experiencing digestive complaints and the rapidly growing probiotic supplement market. The 30‑pack of 5g daily sachets competes with capsules and powders on convenience while outperforming them on science credibility. BC30™ is the most clinically studied probiotic in this format — 45+ studies, FDA GRAS, Halal, physician‑endorsed.
🌎
Premium NZ Provenance
Both SKUs carry MPS PolySure™ certification — the scientifically defensible provenance and bioactive quality credential that no competing brand can replicate. FernMark licensed. Māori‑led supply chain. Indigenous ecosystem validated. In a market where “natural” is claimed by everyone, PolySure™ is the proof point that backs ours.
Competitive Positioning

WHY THEY CAN’T COPY THIS

The table below compares Mānuka Performance against the conventional supplement, energy gel, and probiotic categories. Every “yes” is verifiable; every “no” is structural.

Capability Standard Energy Gel Standard Probiotic Supplement Mānuka Performance
WADA Safe certificationRare — mostly self‑declaredNot applicable✓ Every batch — HASTA tested
Batch‑level polyphenol CoANeverNever✓ MPS PolySure™ — ISO 17025 every run
100% natural · zero synthetic activesMost contain artificial gels/coloursMostly capsule/excipient synthetic✓ Whole food ingredients only
New Zealand indigenous provenanceNoNo✓ FernMark licensed · PolySure™ validated
Probiotic + prebiotic in one formatNoRarely — not in this format✓ GI‑PRO™ — honey IS the prebiotic
Elite sports ambassador validationInfluencers onlyNo sport relevance✓ All Blacks 7s · Black Ferns · Logan Tom · Tennis NZ
Physician / surgeon endorsed formulationNoRarely✓ Dr Marc S. Stevens MD — CMO/US Co‑President
Informed Sport certificationRare — expensive to obtainNot applicable✓ Gold Kiwifruit — final certification stages
Active human RCTs in progressNoVery few consumer brands✓ Gut health RCT active · Multiple BSI programme studies
Replicable by a competitorHigh — commodity ingredientsHigh — generic strains✓ No — provenance, IP, and science stack cannot be purchased
MPS PolySure™ — The Platform Advantage Across All Three SKUs
Every LiquidFuel™ and GI‑PRO™ batch carries an ISO 17025‑accredited batch Certificate of Analysis. Not once at product launch. Every production run. This is the scientific infrastructure that makes “natural” mean something on an Amazon listing.
Certified Across All SKUs — 7 Key Polyphenols
Caffeic acidFerulic acidQuercetin PinobanksinChrysinPinocembrinGalangin
+ Variant-specific: Vitamin‑C (Kiwifruit) · Quinic acid (Rewarewa/GI‑PRO) · 30+ extended panel
Channel Strategy — US Market

HOW WE GO TO MARKET

Primary Channel
Amazon FBA — US Launch Platform
Amazon FBA is the US launch vehicle — the lowest‑friction, highest‑volume route to the premium natural health consumer. The PolySure™ certification, WADA/HASTA badges, and BC30™ clinical evidence all translate directly to conversion‑optimised listing copy. All two SKUs are positioned for the Health & Household and Sports Nutrition categories. First‑party data from Amazon informs D2C and B2B strategy.
Growth Channel
D2C · Specialty Health Retail · Sport Channel
Direct‑to‑consumer platform builds subscription, first‑party consumer data, and higher margin than Amazon. Specialty health retailers (Whole Foods, Sprouts, Natural Grocers) represent the next channel entry — Informed Sport certification on Gold Kiwifruit is the key credential for premium retailer access. The sport channel (team and club direct, sport‑specific retailers, triathlon and endurance retail) follows ambassador‑led market development with All Blacks Sevens, Black Ferns, and Tennis New Zealand support.
“These are not honey products. They are the first science‑validated, certification‑backed, indigenous‑sourced functional nutrition snaps on the US market. The Amazon opportunity is to own the ‘clean sport nutrition’ and ‘probiotic honey’ categories before any competitor builds comparable credentialling.”
Ambassador & Endorsement Positioning
All Blacks Sevens and Black Ferns (both New Zealand Rugby national teams), Tennis New Zealand athletes, and Logan Tom (USA Volleyball, Olympic medallist) provide the sport validation that positions LiquidFuel™ as authentic elite performance nutrition. This is not influencer marketing — it is genuine performance use by professional athletes who compete under WADA jurisdiction. Dr Marc S. Stevens MD (CMO/US Co‑President) provides the physician‑surgeon formulation credibility for GI‑PRO™ that drives conversion in the US health supplement category.
This document is sales and commercial positioning copy prepared for e-commerce and trade briefing purposes. For product images, design assets, and full creative copy, please refer to the separate Mānuka Performance product brochures available from your Mānuka Performance contact.