Full Breakdown
Commerce Commission Launches Formal Probe into NZ Muscle Supplement Scandal
8/24/2026, 11:29:33 AM
Commerce Commission Probe Initiated
The Commerce Commission announced that it has opened a formal investigation under Part 1 of the Fair Trading Act 1986 into the conduct and representations of NZ Muscle, a leading New Zealand sports-nutrition brand. The probe follows a wave of consumer complaints and a 40-minute YouTube exposé released on June 19 that alleged the sale of expired stock and the relabelling of cheaper foreign products as premium New Zealand-made items.
Allegations and Product Recalls
The video featured former employees and whistle-blowers who claimed NZ Muscle knowingly sold products past their use-by dates and repackaged inexpensive Mexican protein tubs with NZ-branded labels. An NZ Muscle spokesperson later confirmed that whey-protein and creatine items had been packed in “non-compliant” packaging and that two protein products had been “relabelled inappropriately.” Within four days, the company apologized, removed the implicated items from shelves and its online store, and invited affected customers to request refunds.
Regulatory Responses and Potential Penalties
Both the Ministry for Primary Industries (MPI) and the Commerce Commission confirmed investigations. Auckland Council, handling the Food Act 2014 aspect, reported “no evidence of critical risk” to food safety, a finding slated for independent verification by AsureQuality later this month.
If the Fair Trading Act is breached, the Commission can impose fines up to $600,000 per offence on companies and up to $200,000 on directors. Separate breaches of the Food Act could attract fines of up to $300,000 for individuals and $1.5 million for corporations.
Impact on Company Leadership and Industry
Founder and former chief executive Dion Roosenbrand stepped down after the scandal; former professional boxer Dave Letele briefly assumed the role before resigning a week later amid abuse and alleged death threats. The scandal has also prompted the Commerce Commission to assess complaints against other supplement firms for inaccurate expiry dates, country-of-origin labelling, and undisclosed gifted reviews. One such concern was dismissed; four remain under review.
Next Steps
The Commerce Commission’s investigation may extend for several months and could last up to a year if formal charges proceed. Pending verification of Auckland Council’s findings, the regulator will determine whether the alleged practices constitute breaches of the Fair Trading Act, potentially leading to significant financial penalties for NZ Muscle.
