Shoppers can’t get enough of this $10 product–and here’s why it’s disappearing fast
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A new product has taken supermarkets by storm, leaving shoppers and retailers alike stunned by its unexpected success.
What started as a simple addition to the shelves quickly turned into a nationwide sensation, with stock disappearing faster than anyone could anticipate.
What’s behind the hype and why is everyone scrambling to get their hands on it?
A Melbourne man had his 'mind blown' after photos surfaced showing empty freezer aisles at Woolworths supermarkets.
Nick Vavitis, a well-known food blogger, turned his passion for reviewing sweet treats into a successful dessert brand.
His brand, Choclt, came to life after he lost his job during the pandemic. The brand, launched in 2021, quickly gained traction, with nearly 120,000 followers on social media.
Choclt initially launched at Woolworths and quickly expanded to include a protein bar collaboration with Muscle Nation.
The brand's latest product, Protein Frozen Dessert, has sold out in just two weeks.
'The response was incredible. I’m incredibly grateful for the support and can’t thank people enough,' Mr Vavitis shared.
'I’m passionate about everything I release, so seeing consumers buy and love my products is amazing. My goal is always to make people happy, and the thousands of positive reviews on social media for the protein ice cream confirm I’ve achieved that.’
‘It also gives me the energy and excitement to dive into my next collaboration with Muscle Nation, which is already in the works.'
Mr Vavitis started his dessert brand from humble beginnings, initially selling his cookie pies and loaded brownies at Doughnut World in Queensland.
He later sold his treats at College Drop Out Burgers in Melbourne during the pandemic.
In early 2023, he secured a deal with Woolworths.
'I’ve always been someone who has loved desserts – especially outrageous ones – as I review them on my social media,' he said.
'Creating my own brand has been a real ‘pinch me’ moment. I’m truly grateful to work with Chris and Nathan, the Muscle Nation owners, who are not only brilliant in business but also incredibly supportive friends.'
The Choclt-Muscle Nation collaboration was one of three frozen protein desserts released in Woolworths in October, all of which sold out much quicker than anticipated.
'Social media played a huge role, with thousands of reviews praising the creamy texture and taste, which was our goal,' Mr Vavitis explained.
'All three flavours, Cookies & Cream, Double Chocolate, and my Caramel Cheesecake collab sold out nationally within two weeks, even though we forecasted stock to last three months.’
‘We quickly worked with manufacturers and suppliers to restock as soon as possible and we’re happy to confirm the product is back on Woolworths shelves.'
The frozen protein dessert’s popularity was evident on social media, with numerous reviews declaring the product '10/10.'
'It took me a hot minute to find this... Oh my God, it’s so good,' one social media user gushed.
Another said, 'Finally found it, I’ve gone to the same Woolworths three times but it was finally back in stock.'
Mr Vavitis is no stranger to the chaos his brand creates.
When Choclt first landed in Woolworths in 2023, shelves were emptied quickly. The same happened in May when the brand launched its first protein bar in Coles.
'To think back three years ago we were making 100 brownies and I was so excited,' he shared.
'Now that we’ve launched our brownies into 1000 Woolworths stores and there are more than 830 Coles stores selling my Caramel Cheesecake protein bar collaboration with Muscle Nation for the new.'
'We launched the Protein Ice Cream Caramel Cheesecake as a natural progression as the Cheesecake Protein Bar showed us we can reinvent indulgent treats with protein.’
‘Our Protein Ice Cream is performing as well as traditional ice cream, and the amazing social media reviews show what truly matters, making our customers happy.'
Woolworths also expressed their satisfaction with the product's success. 'Since being introduced in-store in October, the Muscle Nation Frozen Protein Dessert has become a ‘customer favourite’ that has “exceeded sales expectations”,' a spokesperson said.
'The Caramel Cheese Cake flavour has proved the most popular.'
'We are proud to support Australian businesses like Muscle Nation, and with summer now on our doorstep, our customers can enjoy a protein-rich cold treat in our freezer section when next in-store or shopping online.'
For those eager to try it, Woolworths encourages customers to use the in-store finder to locate the product in nearby stores.
What do you think has made this dessert so irresistible? Share your thoughts in the comments below!
What started as a simple addition to the shelves quickly turned into a nationwide sensation, with stock disappearing faster than anyone could anticipate.
What’s behind the hype and why is everyone scrambling to get their hands on it?
A Melbourne man had his 'mind blown' after photos surfaced showing empty freezer aisles at Woolworths supermarkets.
Nick Vavitis, a well-known food blogger, turned his passion for reviewing sweet treats into a successful dessert brand.
His brand, Choclt, came to life after he lost his job during the pandemic. The brand, launched in 2021, quickly gained traction, with nearly 120,000 followers on social media.
Choclt initially launched at Woolworths and quickly expanded to include a protein bar collaboration with Muscle Nation.
The brand's latest product, Protein Frozen Dessert, has sold out in just two weeks.
'The response was incredible. I’m incredibly grateful for the support and can’t thank people enough,' Mr Vavitis shared.
'I’m passionate about everything I release, so seeing consumers buy and love my products is amazing. My goal is always to make people happy, and the thousands of positive reviews on social media for the protein ice cream confirm I’ve achieved that.’
‘It also gives me the energy and excitement to dive into my next collaboration with Muscle Nation, which is already in the works.'
Mr Vavitis started his dessert brand from humble beginnings, initially selling his cookie pies and loaded brownies at Doughnut World in Queensland.
He later sold his treats at College Drop Out Burgers in Melbourne during the pandemic.
In early 2023, he secured a deal with Woolworths.
'I’ve always been someone who has loved desserts – especially outrageous ones – as I review them on my social media,' he said.
'Creating my own brand has been a real ‘pinch me’ moment. I’m truly grateful to work with Chris and Nathan, the Muscle Nation owners, who are not only brilliant in business but also incredibly supportive friends.'
The Choclt-Muscle Nation collaboration was one of three frozen protein desserts released in Woolworths in October, all of which sold out much quicker than anticipated.
'Social media played a huge role, with thousands of reviews praising the creamy texture and taste, which was our goal,' Mr Vavitis explained.
'All three flavours, Cookies & Cream, Double Chocolate, and my Caramel Cheesecake collab sold out nationally within two weeks, even though we forecasted stock to last three months.’
‘We quickly worked with manufacturers and suppliers to restock as soon as possible and we’re happy to confirm the product is back on Woolworths shelves.'
The frozen protein dessert’s popularity was evident on social media, with numerous reviews declaring the product '10/10.'
'It took me a hot minute to find this... Oh my God, it’s so good,' one social media user gushed.
Another said, 'Finally found it, I’ve gone to the same Woolworths three times but it was finally back in stock.'
Mr Vavitis is no stranger to the chaos his brand creates.
When Choclt first landed in Woolworths in 2023, shelves were emptied quickly. The same happened in May when the brand launched its first protein bar in Coles.
'To think back three years ago we were making 100 brownies and I was so excited,' he shared.
'Now that we’ve launched our brownies into 1000 Woolworths stores and there are more than 830 Coles stores selling my Caramel Cheesecake protein bar collaboration with Muscle Nation for the new.'
'We launched the Protein Ice Cream Caramel Cheesecake as a natural progression as the Cheesecake Protein Bar showed us we can reinvent indulgent treats with protein.’
‘Our Protein Ice Cream is performing as well as traditional ice cream, and the amazing social media reviews show what truly matters, making our customers happy.'
Woolworths also expressed their satisfaction with the product's success. 'Since being introduced in-store in October, the Muscle Nation Frozen Protein Dessert has become a ‘customer favourite’ that has “exceeded sales expectations”,' a spokesperson said.
'The Caramel Cheese Cake flavour has proved the most popular.'
'We are proud to support Australian businesses like Muscle Nation, and with summer now on our doorstep, our customers can enjoy a protein-rich cold treat in our freezer section when next in-store or shopping online.'
For those eager to try it, Woolworths encourages customers to use the in-store finder to locate the product in nearby stores.
What do you think has made this dessert so irresistible? Share your thoughts in the comments below!
