Kiwi brand Tracel makes a powerful first impression at the Naturally Good Expo in Sydney.
Tracel, one of Aotearoa New Zealand’s quiet achievers in the natural beauty and wellness sector, has made an unforgettable first splash across the Tasman. The brand officially launched into the Australian market at the 2025 Naturally Good Expo in Sydney – the country’s premier trade show for clean, conscious, and better-for-you products.
Held at ICC Sydney on 26-27 May, the expo was a hub of energy, connection and curiosity – and Tracel was right in the thick of it. With its striking green-themed stand and engaging sampling experience, Tracel drew strong interest from retailers, distributors and wellness enthusiasts alike.
At the heart of the buzz? A distinctly New Zealand message: That real beauty and wellbeing starts with nature.
From New Zealand with purpose
Founded in 1980, Tracel has deep roots in New Zealand. The company has spent over four decades working alongside local growers and scientists to build a fully traceable, sustainable supply chain. Every ingredient is carefully sourced, every product crafted with transparency and trust.
“We see Australia as a natural next step for Tracel,” says Yan Yan, the company’s GM for Australia and New Zealand. “It’s a market that shares our passion for clean, natural wellness – and this expo gave us a fantastic opportunity to connect directly with people who align with our values.”
Tracel’s long-standing commitment to sustainable beauty has already earned it recognition across the Asia-Pacific region. The Naturally Good Expo marked the beginning of a new chapter, and an exciting expansion into a growing, values-driven market.
A smarter, cleaner health drink
One of the highlights at the Tracel booth was a preview of its upcoming innovation – a plant-based Calorie Control Drink designed to support metabolic wellness. It features a blend of powerhouse ingredients including New Zealand-grown boysenberry, white kidney bean, olive, white onion, and amla fruit.
What makes it different? It’s clean-label through and through – no preservatives, no hormones, and no artificial sweeteners or colours. Independently verified by SGS and Eurofins Belgium, the drink meets strict global safety standards while delivering natural digestive and anti-sugar support.
Attendees were invited to taste the new formula and offer direct feedback on its taste, function and packaging, a smart way to involve potential customers early and refine the final product before launch later this year.
“I’ve tried so many health drinks, but Tracel’s Calorie Control Drink stands out. It’s smooth, refreshing, and I love the idea that it helps manage sugar without any artificial stuff. Definitely something I’d add to my daily routine.” – Expo Attendee
A natural expansion
With both Tracel’s Global COO, Martin Essery, and GM Yan Yan present at the booth, the expo became a platform for meaningful relationship-building. The team spent the two days in active discussions with retailers, health professionals and natural product advocates, exploring strategic collaborations and new distribution opportunities.
“The engagement and positivity we experienced at the expo affirmed that Tracel’s message resonates deeply with the Australian market,” says Martin. “We’re excited to build on this momentum and bring our wellness solutions to more people across Oceania.”
Tracel is now in active discussions with premium retail and pharmacy partners in Australia as it seeks to grow its footprint. Backed by four decades of science, sustainability, and kiwi ingenuity, the company remains firmly committed to its mission: delivering clean, effective, and naturally derived beauty from the inside out.
From the untouched landscapes of New Zealand to shelves across the Tasman – Tracel is poised to become a familiar name for health-conscious Australians seeking a natural edge in their wellness routines.
Tracel’s Global COO, Martin Essery, and GM Yan Yan
To find out more about Tracel’s story and products, visit www.tracel.co.nz
