An Australian food blogger has sparked a mad rush at Coles after shoppers “cleared the shelves” of his latest product.
Nick Vavitis, a Melbourne-based influencer with over 100,000 followers, launched his decadent dessert brand Choclt three years ago during Covid lockdowns.
Since then, his “outrageous” baked goods have been rolled out in over 1000 Woolworths stores, and now he’s celebrating another huge milestone.
Choclt has just launched its very first protein bar in Coles after collaborating with popular Australian fitness brand Muscle Nation.
The “Caramel Cheesecake” variation of the brand’s cult $4.50 officially only landed in supermarkets across the country on Monday, but already shoppers are reporting stock has been “cleared out” at their local Coles.
“Those who have followed me from day one know the one thing I’m passionate about is cheesecake,” Mr Vavitis told news.com.au.
“It’s my favourite dessert and nearly all my CHOCLT desserts have some sort of caramel base. I’ve become known as the caramel guy.
“It was a no-brainer when it came to choosing the flavour I wanted to make as part of this partnership.”
Mr Vavitis said he was “honoured” when Muscle Nation owners Nathaniel Anthony and Chris Anastasi gave him the opportunity to work together after starting out as a fan of their gym advice.
“I think it’s great seeing two Australian brands come together, to have some fun, launch an awesome new product together and importantly bring some excitement to both our communities,” he said.
“What also makes it even more heart warming for me, prior to this collaboration, I started off as a fan of Muscle Nation.
“My journey with the brand has led to a close friendship Nathan and Chris. We’ve both been on a similar journey with our businesses, and coming together for this collaboration was seamless, and importantly excited us all to do it.”
Mr Vavitis added that the launch of the Muscle Nation X Choclt protein bar was a “pinch me” moment, stating the dessert creations had started in his kitchen with a batch of indulgent brownies.
“To think back 3 years ago we were making 100 brownies and I was so excited,” he said. “Now that we’ve launched 1000 Woolworths stores with our brownies and more than 830 Coles stores with my collaboration with Muscle Nation for the new Caramel Cheesecake Bar, it’s a real pinch me moment.
“I’m grateful for the support I receive to make this happen.”
On Instagram, Mr Vavitis revealed fans of Choclt had “cleared shelves” of the new bar already, expressing his thanks to everyone who had purchased the 186 calorie snack.
“I’m doing my best to get back to everyone’s messages but I just want to say a HUGE THANKS for smashing it literally 24 hours after the announcement,” he wrote.
Fans were quick to throw their support behind him, wishing the start-up many “congratulations”, as well as revealing their “struggle” to locate a bar.
“Sounds so yum, but I haven’t found one yet, will keep trying,” one wrote.
“Got the last one in my local Coles today, can’t wait to try it,” another said.
As one shared: “I’m so determined to find at least one bar!! I won’t give up.”
It’s not the first time Mr Vavitis caused a frenzy with a new product launch. When the Choclt dessert range first launched into Woolworths in April last year, shoppers left shelves “empty” in record time.
Aussies went nuts for the brand’s “Caramel Biscuit Cheesecake Pie” as well as two loaded brownies – a Cookies and Cream flavour and a Red Velvet, snapping the goodies up with their groceries.
He explained at the time he’d created the products during lockdown when he was “jobless” and had “no idea” what to do.
“I always loved cookies and loved brownies so I found a way to combine them with my own unique twist,” he told news.com.au.
“The cookie pie was a dessert I made at home and would always get 100s of comments when I posted it.
“The brownies came about from my love of cookies and brownies.”