This development follows a 58% rise in sales in 2020 for parent company, Nutritional Growth Solutions Ltd.

During the COVID-19 pandemic, the company seen a sharp increase in online sales and consumption of the protein powder in the US.

To promote the brand in China, the company have partnered with notable social media influencer Gavin Thomas. He will indorse the Healthy Height product range in China via psychical appearances, brand ambassador activity and social media campaigns in aim of driving traffic to the company’s e-commerce store on Tmall Global.

“Nutritional Growth Solutions and Gavin Thomas are a great match for raising the awareness of our Healthy Height brand in China,” said Liron Fendell, CEO and Managing Director of NGS.

“He’s greatly loved by kids and parents alike in China who identify with his quirky personality and engage with him as a person. Gavin also is an authentic user of our products, so he will be able to communicate to Chinese families with integrity about our patented, scientifically formulated and clinically tested nutritional shakes that assist children in reaching their maximum height.”

Brain Leedman, NGS Chairman added, “Social influencer engagement between brands and consumers through e-commerce platforms is much more advanced and ingrained in China than other markets.”

“Partnering with Gavin Thomas is a key to quickly gaining scale in this important market.”

The pandemic and increasing disposable incomes have resulted in a greater demand for health supplement products in China. In 2020, nutritional supplements were among the fastest growing categories on Tmall Global, with protein powders and amino acids the most popular products.

Healthy Height was developed by paediatricians to nourish the growth of children primarily aged 3-9 years. It contains 12g whey protein and 350g of the amino acid arginine per serving and is gluten, soy and GMO free. The powder can be mixed into shakes, smoothies, ice cream or pancake batters.