Green Choice Proteins targets US market with Australian-made plant protein range

Australian plant-based nutrition company Green Choice Proteins has announced plans to expand into the United States, bringing its range of protein powders made from Australian-grown pulses to one of the world's largest nutrition markets.

Founded in Victoria, Australia, the family-owned business reported that growing consumer demand for clean-label products, ingredient transparency, and functional nutrition had helped drive its decision to pursue a US launch.

• Green Choice Proteins announced plans to expand into the USA with a range of plant-based protein powders manufactured in Victoria, Australia.
• The company's products were made using Australian-grown pea and faba proteins and contained no artificial colors, flavors, or fillers.
• Founder Puneet Chawla said the business aimed to combine clean ingredients, taste, and functional nutrition in everyday wellness products.

The company produces plant-based nutrition products using Australian-grown pulses, including pea and faba protein, and markets its products toward consumers seeking everyday wellness, active lifestyle support, and convenient nutrition options.

Green Choice Proteins reported that its formulations were designed to move beyond traditional protein supplementation by combining plant protein with additional functional nutrition benefits. The company also emphasized ingredient transparency, sustainability-focused sourcing, and local Australian manufacturing as key elements of its approach.

"At Green Choice Proteins, we believe people should not have to compromise between clean ingredients, great taste, and functional nutrition," said Puneet Chawla, Founder of Green Choice Proteins. "Our mission has always been to create plant-based nutrition products that people genuinely enjoy using every day while also supporting their broader wellness goals through high-quality Australian-grown ingredients and thoughtful formulation."

The company's initial US portfolio is expected to include three flavored plant protein powders: chocolate, vanilla, and salted caramel.

The chocolate formulation contains 35.3g of plant protein per serving and is made using Australian-grown pea and faba protein. It also includes cocoa powder, coconut milk powder, and omega-3 sourced from linseed.

Green Choice Proteins reported that its vanilla-flavored protein powder contains 34.9g of plant protein per serving and was developed for use in smoothies, oats, baking applications, and daily nutrition routines. Like the chocolate product, it is made using Australian-grown plant proteins and includes omega-3 from linseed.

The salted caramel variant also delivers 34.9g of plant protein per serving and combines Australian-grown pea and faba protein with omega-3 from linseed. The company stated that none of the products contain artificial colors, flavors, or fillers.

"Our goal is to help redefine what consumers expect from plant-based nutrition," added Chawla. "Too often, consumers have been conditioned to believe plant protein products require compromises in taste, texture, or ingredient quality. We focused on creating products that combine complete plant-based nutrition with flavors and formulations people can confidently make part of their daily routines."

The company also highlighted sustainability as a central part of its business model. Green Choice Proteins sources pulses grown in Australia and stated that its products are developed with an emphasis on responsible sourcing, environmentally conscious production practices, and support for Australia's domestic plant protein sector.

While the announcement did not include a timeline for product availability in the USA, the move reflects continuing interest in plant-based nutrition products that emphasize clean labels, functional ingredients, and transparent sourcing.

Green Choice Proteins manufactures its products in Victoria and described its facility as state-of-the-art. The company stated that its broader philosophy centers on transparency, sustainability, and formulation integrity, with a focus on simplifying wellness routines through plant-based nutrition products made without artificial additives.

The planned US expansion marks the company's first major move into the North American market as it seeks to capitalize on growing demand for plant-based wellness products and premium nutrition offerings made with recognizable ingredients.