Super busy people need good nutrition — and that’s where a superfood company has come to the rescue. Nutrient Rescue has become a key contributor to New Zealand’s supplement manufacturing sector, producing a range of powders designed to support nutrition, well-being and energy.
The superfood powders initially launched in two varieties: the Green Shot, containing wheat leaf, barley leaf and other greens, and the Red Shot, featuring blackcurrants and boysenberries.
Customers’ demand for both led to the creation of the Double Shot, offering the benefits of greens and berries in a single scoop. Each serving contains the equivalent of four handfuls of fresh fruit and vegetables, making it simple for busy people to increase their daily intake.
“As well as containing vitamins and minerals, our whole-food products contain a range of key plant phytochemicals such as chlorophyll and anthocyanins.”
The whole-food ingredients are sourced predominantly from the South Island. Organic wheat leaf, barley leaf, green pea, spearmint and broccoli sprout come from the Canterbury plains, blackcurrants from Pleasant Point, boysenberries from Nelson and manuka leaf from an organic farm in the Bay of Plenty.
Because Nutrient Rescue is a whole food (only water removed) as opposed to synthetic multivitamins, it has all the cofactors required for digestion and metabolism. Synthetic multivitamins can leach other micronutrients from the body in order to be digested, thereby causing deficiency elsewhere.
The whole-food ingredients that Nutrient Rescue uses are organic where possible and of the highest quality. “As well as containing vitamins and minerals, our whole-food products contain a range of key plant phytochemicals such as chlorophyll and anthocyanins, which may not be included in multivitamins.”
After speaking with the team at Nutrient Rescue, it’s clear that the products are attracting strong interest from health-conscious consumers focused on gut health, energy, immunity and overall well-being — particularly women aged 25–55, busy professionals, and anyone seeking convenient, all-in-one nutrition solutions.
“There’s also growing demand for clean label, evidence-informed and New Zealand-made products, which aligns well with our positioning,” the team notes. The powders were formulated with nutrition science in mind, using ingredients with well-documented health benefits.
The company is careful to communicate these benefits clearly and responsibly. The directors are deeply connected to the products, having experienced personal health improvements themselves. Originally established as a passion project by Cookie Time founders Michael and Samantha Mayell, the company worked with nutritionists and food technologists to develop a range of micro-nutrient products using locally sourced ingredients.
While international expansion forms part of the company’s long-term strategy, current efforts are focused on strengthening Nutrient Rescue’s New Zealand presence and brand foundations. Key challenges include balancing growth with resources, prioritising marketing spend, building brand awareness in a crowded market and educating customers on incorporating superfood powders into daily routines.
Looking ahead, Nutrient Rescue aims to continue innovating in the superfood space while maintaining a focus on clean, evidence-informed nutrition. The team plans to expand its product range, explore partnerships with health and wellness professionals and further engage with consumers seeking practical solutions for everyday health.
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