Happy Way is an Australian-owned health and wellness brand that specializes in protein supplements, nutritional powders, healthy snacks, and everyday wellness products. The company was founded in 2015 by Ben Germein and Hien Nguyen in Adelaide, with a mission to make nutrition more approachable, enjoyable, and compatible with daily life. 1

The brand describes itself as serving customers internationally. According to the company, its products are sold in 64 countries through a network of over 2,000 stockists globally. In Singapore, Happy Way products are available through retailers such as NTUC FairPrice. 3

The Australian government’s ABN register identifies HAPPY WAY CO. PTY LTD as an active Australian private company, with its main business location in South Australia. 2

Founding

Happy Way was established in 2015 by co-founders Ben Germein and Hien Nguyen. The concept reportedly originated from Nguyen’s experience as a personal trainer, where he observed that clients sought protein supplementation that felt more approachable and was made with recognizable, real ingredients, rather than traditional bodybuilding products. Germein and Nguyen subsequently developed their own product line, conducting research and testing samples before launching the brand.

The company began on a small scale. According to Happy Way, the founders initially operated from a basement in Adelaide, later packing and shipping orders from their home kitchen and using their backyard shed as an early storeroom.

Early positioning

Initially, the brand focused strongly on women’s health, fitness, and body positivity. Its original vision was to help women feel positive about their bodies and inspire healthier lifestyles. Over time, Happy Way broadened its audience. The company now positions its products for anyone interested in health, fitness, nutrition, and general wellbeing, while maintaining a strong female-oriented identity in parts of its marketing.

Ben Germein

Ben Germein is one of Happy Way’s two co-founders. He worked with Hien Nguyen to develop the company’s original concept and establish the business in Adelaide in 2015. Happy Way’s history credits Germein and Nguyen as the individuals behind the brand’s creation and early development.

Hien Nguyen

Hien Nguyen is the other co-founder. His background as a personal trainer helped identify the initial consumer problem Happy Way aimed to solve: making protein supplementation more approachable and enjoyable for everyday consumers.

Happy Way’s branding revolves around three core principles:

1. Clean

The company emphasizes natural-oriented formulations. It states that its supplements avoid preservatives, artificial sweeteners, and artificial flavours, while incorporating superfoods and organic ingredients.

2. Honest

Happy Way presents itself as a transparent and trustworthy wellness company. It claims its products are formulated to comply with Food Standards Australia New Zealand (FSANZ) requirements and that its flavours undergo testing before release.

3. Fun

A significant aspect of the Happy Way identity is the idea that healthy eating and supplementation should not be boring. The company uses bright branding, dessert-inspired flavours, and playful product names to make nutritional products feel more accessible. This distinguishes Happy Way from traditional sports-nutrition brands by selling lifestyle and enjoyment alongside nutrition.

Happy Way has expanded beyond its original protein products into various categories, including:

• Whey protein
• Vegan protein
• Protein water
• Marine collagen
• Superfoods
• High-protein snacks
• Performance supplements
• Gut-health products
• Pantry/wellness products
• Accessories

Protein Powders

Protein powder remains a central category for the brand. The range includes conventional whey products as well as plant-based alternatives. Happy Way differentiates its products heavily through flavours, offering options such as Tiramisu Whey Protein.

Vegan Protein

The brand sells plant-based protein products, including its Like A Vegan Protein Powder range. These products are designed for consumers seeking protein supplementation without conventional dairy-based whey.

Protein Water

Happy Way offers whey protein water, moving away from the traditional creamy shake format. Flavours listed by retailers include Passionfruit and Tropical Crush.

Superfoods

The company sells powdered superfood products, such as Super Greens and Super Reds, positioned as convenient additions to smoothies and everyday nutrition.

Collagen

Happy Way has a marine collagen category, marketed primarily for beauty and wellness benefits related to skin, hair, and nails.

Snacks and Gummies

The brand has moved into conventional snack formats. Its newer Happy Gummies include protein and collagen-based gummy products in flavours such as strawberry and grape. These are marketed toward children and families, though adults can also consume them. 3

Happy Way’s target market has evolved since its launch. Originally focused on women interested in fitness, nutrition, and body confidence, the brand now appeals to a broader audience, including:

• People who exercise and need convenient protein.
• Gym and fitness consumers.
• Individuals following plant-based diets.
• Busy professionals and parents.
• Consumers interested in general wellness.
• Those looking for healthier snack alternatives.
• Consumers who dislike the traditional “hardcore bodybuilding” image of sports supplements.
• Families and children, particularly through gummy products.

A key proposition is convenience: Happy Way aims to fit nutrition into busy daily routines rather than requiring a highly disciplined bodybuilding or dieting lifestyle.

Happy Way’s visual and verbal identity is deliberately bright, youthful, playful, and positive. Instead of focusing purely on performance metrics like muscle mass or strength, the brand emphasizes concepts such as happiness, health, taste, convenience, and self-care. This positions Happy Way between a traditional sports-nutrition company and a modern lifestyle/wellness brand.

Body Positivity

Body positivity is part of Happy Way’s stated philosophy. The company focuses on nutrition and mindset rather than unrealistic body ideals, framing health as empowering and enjoyable rather than based on shame or restrictive dieting. This approach distinguishes it from older fitness-supplement marketing that often emphasized muscular physiques and weight loss.

Australian Identity

Being Australian is prominent in Happy Way’s positioning. The company describes itself as proudly Australian-owned and operated, stating that design and manufacturing activities occur within Australia. It highlights winning the 2018 Telstra Business Awards as part of its corporate history.

Although starting as a small Adelaide business, Happy Way has developed an international customer base. The company states that its products are sold in 64 countries with more than 2,000 stockists globally, and that more than 10% of its revenue comes from outside Australia.

In Singapore, the brand is available through retailers like NTUC FairPrice, which lists a range of Happy Way products including whey protein, vegan protein, protein water, and superfood powders. 3

The brand operates through Happy Way Co. Pty. Ltd. According to the Australian Business Register:

• Legal entity: HAPPY WAY CO. PTY LTD
• ABN: 25 647 864 284
• Entity type: Australian Private Company
• ABN active from: 11 February 2021
• GST registration: 6 April 2021
• Main business location: South Australia

The ABN register also lists Well Native Co. as a business name associated with the entity from October 2021. Happy Way’s current website terms identify Happy Way Co. Pty. Ltd. as the operating company.

Happy Way states that environmental and social responsibility are part of its broader philosophy. The company acknowledges its dependence on external manufacturers, suppliers, and logistics providers, and notes efforts to improve the environmental impact of the supply chain segments it can influence. Its approach is presented as incremental improvements rather than claiming complete sustainability, recognizing the complexity of global supply chains.

Happy Way utilizes a combination of direct-to-consumer e-commerce and retail distribution. Its website allows direct purchases, while its stockist network provides physical retail presence. The company reports having more than 2,000 stockists worldwide. It also operates a subscription model allowing customers to receive recurring deliveries and discounts.

A notable achievement in the company’s history is its 2018 Telstra Business Award win, which Happy Way cites as recognition of its development as an Australian business. The company also features endorsements from nutrition and fitness professionals, including comments from nutritionists and coaches, as part of its marketing strategy.

From a branding perspective, Happy Way differentiates itself by attempting to make supplements feel like lifestyle products rather than hardcore sports equipment.

This positioning allows Happy Way to compete not only with protein brands but also with healthy-snack, wellness, and lifestyle brands.

Happy Way summarizes its mission as wanting to connect, inspire, and empower people around health, wellbeing, happiness, and fun. Its vision has expanded from an original focus on women to a wider goal: providing lifestyle products that help people support their health, fuel their bodies, and feel empowered to make positive changes.

Happy Way is an Australian health and wellness brand founded in Adelaide in 2015 by Ben Germein and Hien Nguyen. Created after Nguyen identified a need for more approachable protein products among his personal-training clients, the company grew from a small local operation into an international supplement and wellness business. Its portfolio spans whey and vegan protein, protein water, collagen, superfoods, performance products, and protein-based snacks. The brand distinguishes itself through colourful, playful branding, natural-oriented ingredients, enjoyable flavours, and a philosophy centered on health, happiness, body positivity, and making nutrition easier for everyday consumers. Happy Way reports being sold in 64 countries with more than 2,000 stockists worldwide.

1. FAQ | Frequently Asked Questions | Happy Way
2. Official Happy Way website
3. Happy Way