Food safety authorities have launched an official investigation into allegations that supplement retailer NZ Muscle may have breached food safety regulations, following a series of claims that have gained widespread attention online.
New Zealand Food Safety (NZFS) confirmed it is investigating allegations arising from a recently released YouTube video that detailed a range of concerns about the company's practices.
Report by elocal
Acting Deputy Director-General Mike Inglis confirmed food safety officers had spoken with complainants as part of the inquiry.
"New Zealand Food Safety (NZFS) is investigating claims of breaches of the Food Act 2014 made in a recent YouTube video," Inglis said.
The investigation follows allegations made by a former employee and others connected to the supplement industry regarding product handling, labelling and testing practices.
Biosecurity New Zealand North Commissioner Mike Inglis. RNZ / Marika Khabazi
Allegations Spark Scrutiny
NZ Muscle, founded in 2006, operates both online and physical retail outlets selling protein powders, creatine, electrolytes and other fitness supplements.
The controversy intensified after a 45-minute YouTube video was released by a former NZ Muscle employee and two individuals associated with another supplement brand. The video alleged a number of questionable business practices.
Following the video's publication, NZ Muscle issued a statement acknowledging that an internal review had identified labelling and packing issues affecting three product lines: No Brand, NZ Muscle and Shotgun Creatine.
According to the company, the issues related to one NZ Muscle isolate product sold in 2020 and earlier.
NZ Muscle said its current range of creatine products is packed to required standards and independently tested for banned substances. The company apologised to affected customers, offered refunds where appropriate and said it would cooperate fully with any government investigation.
NZ Muscle opened in 2006 and sells supplements online and at store locations. Serena Solomon / RNZ
Former Employee Raises Hygiene Concerns
One former employee told RNZ he had firsthand experience repackaging creatine products following New Zealand's Covid-19 lockdowns in 2020.
The former worker alleged that supplements were repackaged in warehouse conditions that did not meet expected food safety standards.
According to the allegations, products were handled by staff without gloves and without formal hygiene procedures being enforced.
The former employee claimed workers were not instructed to wash their hands before handling products that would later be consumed by customers.
These claims are now among the matters expected to be examined as part of the NZFS investigation.
Commerce Commission Reassessing Complaints
The Commerce Commission has also indicated it is revisiting concerns relating to NZ Muscle.
Commission spokesperson Simon Pope said the agency had received 26 concerns regarding the company since 2016.
While earlier complaints did not progress to a formal investigation, Pope said recent developments had prompted a reassessment of the matter.
Questions Over Product Testing
Additional allegations raised by another employee suggest senior staff advised workers that some creatine products were not tested for creatine content because of the cost involved.
The employee claimed the company continued selling certain creatine gummies despite not independently verifying the amount of creatine contained within the products.
RNZ reported that NZ Muscle provided documentation showing recent testing for banned substances. However, it did not provide documentation confirming independently verified creatine levels in the products referenced.
Investigation Continues
At this stage, New Zealand Food Safety's investigation remains ongoing and no findings have been made.
The outcome could have significant implications for one of New Zealand's most recognisable supplement retailers, particularly given the growing popularity of sports nutrition products among everyday consumers as well as athletes.
For now, regulators will be tasked with determining whether any breaches of food safety legislation have occurred and whether further enforcement action is warranted.
Serena Solomon, Radio New Zealand