Elixinol Wellness Ltd (ASX:EXL) The Healthy Chef Product Range Expands Into Priceline
15 May 2025
Price Sensitive Announcement $
Highlights:
- National rollout of The Healthy Chef premium product range into Priceline stores
o The Healthy Chef product range includes a selection of the brand’s top-performing proteins and powdered supplements
o The Healthy Chef’s Metabolic Burn product nominated for Best New Product Development at the Hive Awards1 is part of that range.
- Multi-stage distribution partnership, reflects Priceline’s long-term strategy to prioritise the health and wellness category, alongside beauty
o Stage One launch instore from Q3 2026, across approximately 410 stores nationally is
expected to deliver a significant uplift in The Healthy Chef annualised revenueo Stage Two rollout in early 2027, to include potential range extensions and increased
store penetration - Strong revenue outlook for Q2 2026 and beyond, underpinned by new B2B and retail channel opportunities
Overview:
Elixinol Wellness Limited (ASX: EXL), a leading sustainable nutrition and wellness company, is pleased to announce that its premium wellness brand, The Healthy Chef, will be rolled out nationally across Priceline stores.
The multi-stage distribution strategy, commencing in July 2026, reflects Priceline’s strategy to prioritise the health and wellness category, alongside its legacy strength in beauty, through differentiated personal care products and higher-margin wellness products. Priceline’s deliberate positioning as ‘everyday health for women’ targets their female-skewed loyalty base.
The Healthy Chef premium product range includes a selection of the brand’s top performing proteins and powdered supplements, including the Metabolic Burn products, which have been nominated for Best New Product Development at the Hive Awards.
The Healthy Chef has an existing direct-to-consumer online business. This national distribution
partnership with Priceline will broaden brand awareness, accelerate new customer acquisition and diversify revenue streams for these high-growth premium wellness products.
Stage One Rollout in July 2026
- Launch into approximately 410 stores nationally
- Includes an initial selection of top-performing protein and powdered supplement products
- Two merchandising formats to suit store size and optimise visibility
Stage Two Rollout in early 2027
- Includes potential range extensions and increased store penetration, subject to product
performance and demand.
Company Notes:
Commenting on the partnership, Natalie Butler, CEO and Executive Director, said:
“We are excited to be partnering with Priceline on this national rollout of our premium wellness brand, The Healthy Chef. The alignment between our brands is strong, with a shared focus on health and a highly engaged customer base.
We are committed to creating high-quality, clean and effective products without compromising on taste, and this partnership allows us to bring our innovative and award-nominated products to a much broader audience.
This partnership adds a new retail distribution channel to our fast-growing Healthy Chef premium product range and is expected to contribute to both revenue and earnings growth in the second half of 2026. We also see a strong opportunity to grow alongside Priceline over the years ahead as they continue to build their position in the wellness space.”
Full ASX Announcement: Elixinol Wellness Ltd Full ASX Announcement