Full Breakdown
NZ Muscle supplement brand faces investigations and leadership upheaval after explosive video
8/12/2026, 4:33:06 AM
Scandal erupts following viral exposé
The video, viewed over 335,000 times, prompted the Commerce Commission and the Ministry for Primary Industries’ (Ministry for Primary Industries’ (MPI)) New Zealand Food Safety unit to announce dual investigations into the company.
Regulatory scrutiny and possible penalties
MPI’s Food Safety unit is examining alleged breaches of the Food Act 2014, while the Commerce Commission is probing potential violations of the Fair Trading Act. Under the Fair Trading Act, companies can be fined up to $600,000 per offence and directors up to $200,000. Breaches of the Food Act may attract fines of up to $300,000 for individuals and $1.5 million for corporate bodies. Auckland Council, acting as the registration authority, concluded its portion of the Food Act investigation and found “no evidence of critical risk” to food safety; an independent audit by AsureQuality is scheduled for later this month.
Leadership turnover amid backlash
Following the scandal, NZ Muscle founder Dion Roosenbrand issued a video apology, removed several products, and announced his resignation as chief executive on July 13. He named former professional boxer David Letele as his successor. Letele’s tenure lasted only a week before he stepped down amid a severe backlash that included the public posting of his family’s address and reported death threats.
Official statements
Auckland Council’s special operations manager Veronica Lee-Thompson emphasized the council’s readiness to act if any critical food-safety risks are identified.
Verbatim quote
“Should any critical food safety risks be identified and notified to the council in its role as the registration authority, the council will take appropriate follow-up action.” — Veronica Lee-Thompson, special operations manager
