“I took one sip and immediately threw it out.”
Fibi Cheong, one half of the Heal Nutrition duo, remembers when her co-founder and now-husband, Justin Chan, brought home a massive 1 kg tub of protein powder from a well-known brand.
“The taste was just… unbearable. I needed protein, but I didn’t want to drink something that tasted like chemicals,” she said.
Justin, a former fitness trainer, had spent years looking for shakes that didn’t make him cringe. “I realised it was a common issue. People needed protein but couldn’t find options that tasted good and used real ingredients,” he shared with Vulcan Post.
His first attempt to make something different? A matcha latte protein shake. When Fibi tasted it, she knew they were onto something. Friends and colleagues loved it too, asking if they could buy it in sachets.
And just like that, Heal Nutrition was born.
The market was saturated, but the gap was clear
Today’s protein shake market is, quite frankly, saturated. You can find tubs upon tubs on any health store shelf, each promising more benefits than the last.
But the problem, as Fibi and Justin saw it, was that very few of them were truly enjoyable to drink or contained natural ingredients.
As more people become health-conscious, consumers are not just looking for protein—they want something real, with ingredients they can recognise and trust, the founders said.
“We realised there was a gap in the market—a need for clean, real protein options that didn’t taste like chemicals,” Justin explained.
Thus, they saw an opportunity to create a product that was not only good for one’s health but also delicious.
“We wanted to build something that could be a part of everyone’s daily routine, not just a post-gym necessity,” Fibi added.
An unlikely journey
Both Fibi and Justin come from finance backgrounds. Fibi worked as a finance analyst at Shell, while Justin was a business analyst at Lazada before pivoting to fitness training.
Their careers taught them strategic thinking, data analysis, and a keen eye for market trends, but their real passion lay in wellness and entrepreneurship.
Justin’s personal fitness journey shaped Heal Nutrition’s approach. “I’d tried so many shakes over the years, and nothing felt right. They were either filled with additives or tasted bad,” he recalled.
“We wanted something natural and tasty, with real ingredients like coffee, matcha, and other whole foods.” But creating something that met these high standards wasn’t easy.
“The biggest challenge was creating a shake that was both natural and delicious. Natural ingredients can vary in taste and texture, so it took us about a year of trial and error to get it right,” Fibi explained.
Each batch of ingredients is carefully tested, ensuring consistency across every sip. This rigorous process is the backbone of the brand’s quality control.
From shakes to snacks
While Heal Nutrition started with protein shakes, their range has grown. Today, they offer products like the Heal Breakfast Protein Bars, packed with protein and fibre, and the new Heal Protein Puffs in flavours like Thai Tom Yum and Sour Cream & Onion.
Not only that, Heal Nutrition was the reason they were able to expand to other retail products as well, such as Snappea and Thips. Recognising that consumers wanted healthier snack options, the team decided to branch out into making milk from peas, and tempeh chips.
“Our goal is to make functional protein food accessible to everyone,” Fibi said. “Protein isn’t just for athletes—it’s essential for people from all walks of life.”
Although protein shakes were traditionally seen as a product for gymgoers, Heal Nutrition wants to change that perception.
“Protein supports so much more than muscle-building—it’s great for skin, hair, nails, and overall wellness,” she shared. Their range of products make it easy for anyone to add a convenient, nutritious option to their day.
Building trust, one sip at a time
As a small startup, gaining customer trust was crucial. Heal Nutrition began with just Fibi and Justin doing everything—product development, marketing, and sales.
Over time, they expanded their team and developed clear processes to stay aligned with their mission. “Having a clear vision and a passionate team made it possible to overcome the challenges,” Fibi noted. “It wasn’t always easy, but we stayed committed to what we believed in.”
Today, Heal Nutrition’s strong in-store presence in outlets like Village Grocer, Jaya Grocer, and Caring has been key to reaching a wider audience.
“Being available in stores allows customers to experience the product firsthand, which is crucial for building trust and brand recognition,” she said. In addition, their Subang Jaya warehouse helps them efficiently manage both B2B and B2C orders.
Their subscription model is also gaining traction, allowing customers to receive Heal’s products regularly.
“We’ve definitely seen an increase in repeat customers. They trust that we’re providing natural, effective products.”
In their early days, they participated in business accelerator programs like the MaGIC Global Accelerator Program, the Alliance BizSmart Challenge, and Endeavor’s Scale Up, which helped them gain traction.
A pivotal moment came in 2021 when they received a significant investment from OSK Ventures International, allowing them to expand more rapidly.
Since then, they’ve continued to reinvest in Heal, scaling operations and exploring new markets. “Our next goal is to make Heal Nutrition more accessible, both in-store and online. We’re focusing on expanding into Southeast Asia, where we’re seeing strong demand,” said Fibi.
According to their website, they also ship their products to Australia, Brunei, Singapore, Taiwan, and Hong Kong.
A commitment to delicious, healthy products
For Fibi and Justin, Heal Nutrition is a mission to make wellness accessible and enjoyable. With new product releases planned for 2025, they’re committed to keeping their products aligned with the latest health and wellness trends.
When asked for their advice to aspiring entrepreneurs, Fibi said, “Stay true to what you believe in. Build a business around authenticity, not just profit. People can tell when you’re being genuine.”
Justin added, “Expect challenges every day. The key is resilience and adaptability. It’s not about avoiding obstacles—it’s about learning to navigate through them.”
Heal Nutrition’s journey might be a refreshing story in a world of endless protein shake options. As more consumers seek brand authenticity and transparency, Fibi and Justin’s mission to provide real, wholesome nutrition is a timely reminder: Wellness doesn’t have to come at the cost of taste or integrity.
With each product, Heal Nutrition is changing the way people think about protein, one delicious sip at a time.
- You can learn more about Heal Nutrition here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Heal Nutrition
