Formulated with love for bright futures

Upcoming Optivance (Global Dist. Partners Pty Ltd)

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Formulated with love for Mums and Bubs

It is tiring being a mum


Tina Fey captured it well…”Being a mom has made me so tired. And so happy.”


Being a mother is a full-time job, and sourcing and consuming the right nutrition for themselves and their bubba can be time consuming and hard. Exhaustion is common and mums feel great responsibility for providing their bub’s nutrition whilst pregnant, breastfeeding and weaning.


Sure, they can take handfuls of tablets and capsules, but this isn’t really appetising. 


The multi-billion-dollar supplements market is fragmented. There are so many narrowly focused nutritional products, like vitamin and mineral supplements, probiotics, Omega-3 fatty acids, collagen, and lactation cookies. Even those supplements designed for mums miss the mark for what mums really want – Easy, enjoyable all in one “Nutritional Peace of Mind”.

Nutrition for Peace of Mind

Optivance formulas are developed by nutritionists who are mums themselves which makes their products relevant to the needs of mothers globally.


This unique position powerfully combines the love of a mother’s heart with her professional knowledge and expertise.


The Optivance range meets the nutritional needs of mums and bubs from pregnancy to the toddler years – all in convenient and tasty products. 


Starting with their Infant Formula, Optivance then introduced the Follow-On Formula, and then Toddler Milk Drink. Customer lifetime value was then increased with two key product extensions:


  • Mummy Smoothie Breastfeeding, and
  • Mummy Smoothie Pregnancy.


These are delicious and comprehensively nutritious smoothies. Taken daily, each easy to use sachet is packed full of key ingredients like B group vitamins including folate, Omega-3 fatty acids, vitamins D, C, iron, probiotics, collagen and much more.


Optivance is created by mums, for mums, creating credibility and trust – which has been reflected in positive reviews and sales.

Optivance Global Market Opportunity

Globally the supplements market was worth USD $140B in 2020 (and USD $5.6B in Australia), with a CAGR of 8.6%.


The macro trends in consumption are being driven by increased disposable income, poor lifestyle choices leading to vitamin and mineral deficiencies, and growing awareness about healthy diets and risks associated with improper nutrition.


Optivance’s first products target a subset of this market, the global infant formula market. This was worth USD $50.46B in 2019, and growing at a CAGR of 10.6%.


Optivance product extensions (Mummy Smoothie Pregnancy and Mummy Smoothie Breastfeeding) target a second subset of this market, which was worth USD $445M in 2020 and growing at a CAGR of 8.6%.


Strategic Growth Plan

Optivance is a powerful brand play with a strong strategic growth plan.


Its founders are Stuart Beil (CSIRO’s former Head of Commercialisation); Anaru Edwards (international consumer brand marketing and sales strategist); and James Stephanos (widely recognised food safety and standards expert). A team of qualified health professionals, (who are mums as well) provide the female-focused nutritional leadership that drives Optivance.


Together they form a formidable strategic team – commercialisation; consumer-connected brand marketing and sales; and product nutrition and quality.   


Off the back of raising $1.97M in seed funding, Optivance has already achieved significant milestones that have proven and de-risked its business model.


Revenue: Optivance is a lifestyle brand that is executing the highly successful growth playbook – build strong brand loyalty and advocacy; and extend lifetime sales value with a product range that spans different life stages. Combined, the improved retention and lower cost of acquisition, deliver superior profit results.


While COVID hampered initial product development, sales of Mummy Smoothie Breastfeeding commenced Q1 2021 and are growing steadily, and their second product Mummy Smoothie Pregnancy is ready for launch first quarter next year. With distribution partners on board and more to come, Optivance is focused on revenue growth.


Costs: At the same time, the Optivance team has cost management firmly in hand, with out-sourced Australian manufacturing that meets stringent food standards.   

Marketing and Distribution

Early 2021, Optivance launched both online and retail distribution channels with approximately 250 local pharmacies stocking Optivance Mummy Smoothies, including select stores of these well-known chains:


  • Discount Drug Stores
  • TerryWhite Chemmart
  • Ramsay Health
  • Chempro
  • Capital Chemist


Distribution growth locally and internationally is already underway. The strong brand profile is trademarked in Australia, China, Hong Kong and Singapore; and Optivance has signed an MOU with an international trading house for distribution into Singapore.








Crowdfunding is risky, please consider the offer document & risk-warning before investing

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