Heal Nutrition’s origins trace back to founders Justin Chan and Fibi Cheong, who were dissatisfied with the taste of many protein shakes available on the market. According to Heal’s account, Chan experimented with adding coffee and milk to protein powder to make it more enjoyable. This eventually led to the idea of using authentic ingredients such as coffee and tea to flavour protein beverages instead of relying primarily on artificial flavours and colours. 2

Chan had a background in fitness and became a certified fitness trainer before establishing the business, while Cheong previously worked as a business analyst at Shell. The pair subsequently developed Heal’s initial range of dairy and non-dairy protein shakes. 3

Heal was introduced commercially in 2017. The company initially focused on protein shakes, offering both dairy and plant-based formulations. Early products included flavours such as Classic Coffee, Coconut Shake, Matcha Latte, and Signature Chocolate, alongside vegan pea-protein products.

The company’s corporate history records several subsequent milestones. In 2018, Heal was recognized among the Top 28 startups in the MaGIC Global Accelerator Program. By 2019, the brand had expanded into Malaysia, Singapore, Brunei, and Hong Kong. In 2021, it received a CIP Ignite Fund from Cradle Fund and investment from OSK Venture International. By 2022, its products were reportedly available through more than 1,000 retailers across multiple countries.

The principal founders of Heal Nutrition are:

• Justin Chan — co-founder, with a background in fitness and entrepreneurship.
• Fibi Cheong — co-founder, formerly a business analyst at Shell.

Company and media sources sometimes spell Cheong’s name as Phoebe Cheong, while corporate and startup records identify her as Cheong Yee Teng. 4

This philosophy became central to Heal’s brand identity.

Heal describes its approach around three principal ideas:

• Health
• Taste
• Convenience

The company’s stated objective is to provide nutritional beverages made with natural ingredients while making protein consumption more enjoyable and accessible. Its corporate parent, Metier Food, describes its broader mission around four principles: healthy, tasty, convenient, and sustainable.

A major point of differentiation is Heal’s emphasis on flavours inspired by familiar beverages and foods. Rather than presenting protein solely as a fitness supplement, the brand attempts to position protein drinks as everyday beverages. This includes flavours such as coffee, matcha, chocolate, coconut, and fruit-based drinks. 5

Heal began primarily as a protein-shake company but has expanded its portfolio considerably.

Protein Shakes

Its principal product category remains protein shakes. The current range includes both whey/dairy protein and vegan/plant-based protein products. Examples include:

• Signature Chocolate
• Classic Coffee
• Coconut Shake
• Matcha Latte
• Berry Berries
• Passionfruit Punch
• Salted Chocolate Vegan
• Vanilla Almond Vegan
• Charcoal Sesame Vegan
• Heavenly Matcha Vegan
• Caffe Latte Vegan
• Radiant Brown Rice Vegan

The company states that its protein shakes provide 20 grams of protein per serving and contain all nine essential amino acids. Heal also states that its shakes are sweetened with stevia extract and contain no added sugar.

Vegan Protein

Heal has developed a significant plant-based range using pea protein and other plant-based formulations. The brand markets these products toward consumers seeking dairy-free or vegan alternatives to conventional whey protein.

The current range includes vegan flavours such as Salted Chocolate, Vanilla Almond, Heavenly Matcha, Caffe Latte, and Radiant Brown Rice.

Protein Snacks

Heal has expanded beyond beverages into snacks. Its current portfolio includes protein puffs in flavours such as:

• Spicy Sichuan Mala
• Nasi Lemak
• Sour Cream & Onion
• Thai Tom Yum

The company also sells breakfast protein bars and collagen bars. 6

Creatine and Other Sports Nutrition

More recently, Heal has expanded into sports-nutrition products including creatine monohydrate. Its store currently lists creatine products in flavours including Citrus Yuzu, Juicy Apple, and Salty Lychee, alongside an unflavoured version.

This represents a broadening of the brand from its original focus on protein beverages toward a wider nutrition and fitness portfolio.

Heal’s brand proposition places particular emphasis on the use of recognizable or authentic flavour ingredients. The company says its protein shakes are flavoured with real ingredients rather than relying primarily on artificial flavours and colours.

Historically, examples have included coffee, green tea, chocolate, and stevia. The founders have described their development process as being driven heavily by consumer feedback and repeated product testing.

The company also markets its products as halal-certified, with halal certification appearing prominently across its current product catalogue.

Heal’s positioning differs somewhat from traditional sports-protein brands. Instead of concentrating exclusively on bodybuilding and high-performance athletes, the company has sought to make protein consumption relevant to a broader consumer audience.

Its brightly packaged products, café-inspired flavours, and individually portioned formats are designed around the idea that protein can be incorporated into everyday eating and drinking habits. Media coverage has described the brand as targeting consumers beyond traditional gym-goers.

Heal has consequently positioned itself somewhere between sports nutrition, functional food, and everyday wellness.

Heal originated in Malaysia and has expanded its distribution internationally. Company information lists availability across Malaysia, Singapore, Australia, Hong Kong, Indonesia, Brunei, and Taiwan.

Its products have historically been sold through supermarkets, pharmacies, gyms, and e-commerce platforms. Malaysian distribution has included retailers such as Jaya Grocer, Village Grocer, and Ben’s Independent Grocer, among others.

The brand also operates its own online store and maintains marketplace channels.

Heal Nutrition is associated with Metier Food Sdn. Bhd., a Malaysian food and beverage company established by Justin Chan and Fibi Cheong. Metier Food’s portfolio has expanded beyond Heal and has included other food brands such as Snappea and Thips.

A Malaysian startup profile identifies the legal entity as METIER FOOD SDN. BHD., with Heal Nutrition operating as its health-beverage brand.

Heal’s development has included several notable startup and business milestones:

• 2017: Heal Nutrition introduced to the market.
• 2018: Selected among the Top 28 startups in the MaGIC Global Accelerator Program.
• 2019: Expanded into four international markets: Malaysia, Singapore, Brunei, and Hong Kong.
• 2020: Selected among the Top 22 businesses in the Alliance BizSmart Challenge Season 6.
• 2021: Received the CIP Ignite Fund from Cradle Fund and investment from OSK Venture International.
• 2022: Products reported as being available through more than 1,000 retailers across multiple countries.
• 2022: Selected for the Endeavour Scale-Up Programme Cohort 3.

A 2021 industry publication reported that the brand had sold more than one million units across seven countries at that time.

Heal’s identity is built around making nutrition feel less clinical and more enjoyable. Its branding generally emphasizes flavour, colourful packaging, convenience, and an approachable relationship with fitness.

The company’s own positioning can be summarized by its slogan-like proposition: “Tasty protein shakes begin here.”

This reflects the central problem the founders sought to solve: consumers may understand the nutritional value of protein but may avoid protein products because of unpleasant taste, texture, or artificial flavouring.

As of 2026, Heal’s product portfolio has developed well beyond its original protein-shake offering. Its catalogue encompasses:

• Whey protein shakes
• Vegan protein shakes
• Pea protein powder
• Protein bars
• Collagen bars
• Protein puffs
• Creatine
• Nutrition bundles
• Shakers and related accessories

The expansion indicates a strategy of developing Heal from a protein-shake brand into a broader everyday nutrition and functional-food brand.

In summary, Heal Nutrition is a Malaysian-founded nutrition brand established in 2017 by Justin Chan and Fibi Cheong. It began by addressing a relatively simple consumer problem—the poor taste associated with many protein shakes—and built its identity around making protein tasty, convenient, and accessible. The company initially focused on naturally flavoured dairy and vegan protein shakes before expanding into protein snacks, bars, collagen products, and creatine. 7

From its Malaysian origins, Heal has expanded into several Asian and international markets and has become one of the more recognizable homegrown Malaysian brands in the functional nutrition and protein-food category. Its broader corporate group, Metier Food, frames the company’s approach around healthy, tasty, convenient, and sustainable food and beverages.

1. Our Story – Heal Nutrition MY
2. Heal Nutrition
3. Tasty protein shake begins here! – Heal Nutrition MY
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