Jake Axelrod, founder and creative director of METALAB, didn’t set out to build a traditional supplement company. “I never felt like I truly belonged in this category,” he says. “Instead of trying to fit in, we chose to do the exact opposite.”
In 2020, he started METALAB with personal savings, a deep curiosity and a vision to create change in what he describes as a “stale supplement industry”. The goal was simple: make something inspiring, joyful and real.
Rather than positioning protein as a performance product reserved for gyms and athletes, the brand reframed it as something designed for everyday life, to be used in kitchens, woven into routines and shared across households.
In October 2025, METALAB made another leap with its nationwide launch in Checkers and on Sixty60. The move marked a shift not only for the brand but for the category itself, positioning premium protein squarely within mainstream grocery retail. “The pantry is the heart of the home,” Axelrod explains.
Today, METALAB is one of South Africa’s fastest growing premium protein and functional nutrition brands. Its range includes BRIDGE Whey, Truly Grass Fed, VEGAN and JUCY Clear Protein, alongside functional pantry foods and collaborative launches with brands and influencers such as BOS Ice Tea, Terbodore Coffee, Lean Girl and Better With Balance.
All products are manufactured locally in a world-class, FSSC-certified facility, under a strict commitment to quality and transparency. “We take formulation, ingredients and production extremely seriously,” Axelrod says. “We don’t believe in average or shortcuts.”
Beyond product innovation, METALAB’s strength lies in its community and its creative approach to brand building. The brand has cultivated a loyal following drawn to its expressive identity, values-driven positioning and belief that wellness should feel accessible rather than intimidating.
“This isn’t just a moment for the brand,” Axelrod adds. “It’s proof that when you honour who you are instead of trying to fit in, you create something that people don’t just consume – you create a movement.”
