What's on the label is what's in the jar

Consumers are asking more questions than ever about what's really in their supplements. And we think that's a good thing.

If you're putting something into your body every day, you deserve to know exactly where it comes from, how it's made, and whether what's on the label is actually what's in the jar (or pouch, pottle, bottle or bag). Legally and ethically, of course, this should always be the case.

At Nothing Naughty, transparency isn't a marketing campaign; it's how we've operated since day one.

From sourcing premium New Zealand whey to manufacturing every batch in our own factory in Tīrau, we're proud of every step in our process - and proud to live up to our name.

It started with doing things differently

Back in 2002, we started life as a contract manufacturer, producing products for some of the biggest names in the health and supplement industry.

But the more we saw, the more convinced we became that there was room for a different approach. We were noticing products packed with unnecessary fillers, ingredient lists that were longer than they needed to be, and premium prices without premium ingredients.

So in 2012 we made the decision to build our own brand around a simple philosophy:

Keep it simple. Do it properly. Make it accessible.

And so Nothing Naughty came to life (with a name we felt was very fitting!). Now more than two decades on from our early beginnings, those values still guide every decision we make.

Proudly made in Tīrau

We're a proudly New Zealand-owned company based in the small Waikato farming town of Tīrau.

Founded by Ian Thorburn, a former pastry chef and baker, and Peter McKee, a foodie and now owner of One Road Ice Cream Co, Nothing Naughty was created with a clear goal: to make products that were as tasty and nourishing as they were better for you.

Both Ian and Peter are keen sports enthusiasts, with a strong understanding of how what they put into their bodies could impact overall wellbeing and performance. And this also fed into the Nothing Naughty philosophy right from the get-go.

Unlike many brands, we not only formulate and develop our products in-house, we also manufacture them ourselves. Owning our manufacturing gives us complete oversight of every stage of production; from receiving raw ingredients through to blending, packing and final quality checks.

When we say we know what's in every batch, we genuinely do.

Premium New Zealand whey

Quality starts long before production begins.

That's why we source our whey protein from two of New Zealand's most respected dairy companies: Fonterra and Westland.

Their premium New Zealand whey forms the foundation of our protein powders and protein bars, helping us create products we're proud to put our name on.

Supporting local suppliers also means supporting New Zealand farmers, reducing supply chains and maintaining close relationships with the people who produce our ingredients.

It's a partnership we're incredibly proud of because it represents something bigger than ingredients. It represents New Zealand farmers, New Zealand manufacturing and New Zealand-made products.

How we back up our claims

Transparency only matters if it's backed by action. That's why quality assurance is built into every stage of our manufacturing process.

Every ingredient we use complies with the Australia New Zealand Food Standards Code, and our suppliers provide Certificates of Analysis so we can verify that every raw material meets the required specifications before it enters production.

Our manufacturing facility also operates under a recognised food safety registration, ensuring our systems, processes and quality controls meet rigorous industry standards.

On top of that, we regularly send ingredients and products for independent third-party laboratory testing.

Our protein powders, including whey, pea and lean bean, along with our collagen powders and creatine, are tested to verify quality and screen for heavy metals, giving both our team and our customers additional confidence in every batch.

We're proud to publish these results because we believe transparency shouldn't stop at the label.

And finally we’re committed to producing allergen friendly products which is why our entire range is gluten free and produced in a gluten free factory. 

Nothing to hide

We've always believed that the best products don't need unnecessary complexity.

That's why you'll find:

• Premium New Zealand whey from trusted local suppliers.

• Limited ingredient formulations.

• Natural sweeteners.

• No unnecessary fillers.

• Manufacturing carried out in our own Tīrau facility.

• Independent testing to verify product quality.

It's simple because we believe good nutrition should be.

Our Promise

After more than 12 years in business, being recognised as a Trusted Brand in 2025 and 2026 is something we're incredibly proud of.

But awards aren't what define us, although they're always a lovely added bonus. What defines us is making products the right way:

• Supporting New Zealand suppliers.

• Manufacturing locally.

• Testing our products.

• Being open about our ingredients.

• Standing behind every product that leaves our factory.

Because at Nothing Naughty, what's on the label really is what's in the jar.