• Fuel your body

  • Achieve your health and fitness goals
  • Increase your performance

  • Find out why High GI carbohydrates are great as a pre, intra and post workout supplement
  • We don't use fake ingredients

  • Made with ❤️ in Melbourne
  • Grass Fed Cattle

  • We only source our whey from grass fed cattle in Australian and New Zealand

Fuel your body

Achieve your health and fitness goals Shop our protein

Increase your performance

Find out why High GI carbohydrates are great as a pre, intra and post workout supplement

We don't use fake ingredients

Made with ❤️ in Melbourne View our range

Grass Fed Cattle

We only source our whey from grass fed cattle in Australian and New Zealand learn more

We are a local Melbourne brand that doesn’t lie to our customers about what our products actually contain

We don’t use magical ingredients, we don’t sell special women’s only protein with berries, we don’t sell protein blends to ripoff customers or super magical bulking protein that will give you the biggest muscles in the world.

We keep it real..⚡⚡

We dont use any fake ingredients or 🧪 magical formulas..

Don't get fooled by brands that do!

WPC - Muscle Development and Weight loss

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WPC protein
WPI protein

WPI - Shredding and Weight Loss

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MC - Slow Release Protein

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Micellar Casein

Increase your performance with our Carbohydrates

find out more

2 Table Spoons = 1 Scoop

💯 % enviro-friendly delivery satchels

  • Active Wear & Lifestyle clothing

  • Our friends over at Nordic Wear are offering 20% off with the code SFA20
  • Active Wear & Lifestyle clothing

  • Our friends over at Nordic Wear are offering 20% off with the code SFA20

Active Wear & Lifestyle clothing

Our friends over at Nordic Wear are offering 20% off with the code SFA20 Visit Nordic Wear

Active Wear & Lifestyle clothing

Our friends over at Nordic Wear are offering 20% off with the code SFA20 Visit nordic wear

Frequently Asked Questions



When you buy your protein do you check where the whey protein powder is sourced from?

Australia and New Zealand pride themselves on there treatment of cattle and its dairy products, actually they are world renowned for it.⁠⁠

Australian and New Zealand are the best protein powders.


Does the brand you buy state specifically where it sourced the protein from?

You will notice that the most popular brands state only where the protein is sourced from if it is from Australia and New Zealand, where as if its imported, they will state only what its fed, possibly not even that.⁠⁠

Generally Australian brands import American whey protein and state "Grass fed whey" but do not state the source, if you put "Grass fed whey protein, sourced from USA" on the same line, you'll be taken to court for false advertising.⁠⁠

There is no such thing as grass fed whey protein from the USA, again Australia and New Zealand are world renowned for its dairy products⁠⁠

And if they don't state where its sourced from, its imported from the USA⁠⁠

Why do "Proudly Australian" brands and Supplement Shops import whey protein powder from USA, when we have the best in world?

⁠⁠Simple, because its cheaper for them to sell protein to you, they don't want to support industry in Australia.

USA is world renowned for its use rBGH, which has been banned all over the world , through feeding them only grains with no natural nutrients and through poor living conditions.

90% of the protein sold in s⁠⁠supplement stores are imported for them USA.

Do your research, use the internet, just because its cheaper, does not mean its good for you.⁠⁠

SFA only uses the best protein powder from Australia and New Zealand⁠ grass fed cattle free from any hormones ,we only use Australian whey protein concentrate WPC, Australian micellar casien and New Zealand whey protein isolate WPI .⁠

SFA only uses natural ingredients⁠⁠

So should you ;)⁠⁠





We pride ourselves on using natural ingredients, why would we want to use artificial flavours, artificial fillers and weird sounding ingredients?

It sounds wrong, it doesn’t look right so why are all these protein companies using it, it obviously can’t be good for you

SFA strictly does not use any artificial ingredients or fillers and only uses natural ingredients to achieve a specific purpose.

Natural flavouring is used to achieve the flavouring

Stevia Extract (Rebaudioside A 98%) is used to achieve the sweetness

Guar Gum is also used to increase the thickness when the protein powder is utilized to make a shake which also adds to the texture.



Timing is everything and absolutely curtail to ensure maximum recovery and increase performance.

SFA WPI - Whey Protein Isolate should be consumed approximately 30 minute’s before and immediately after a workout and/or approximately 30-45 minute’s after a very intense workout and/or anytime during the day as a meal replacement.

SFA WPC - Whey Protein Concentrate should be consumed approximately 30 minutes before and/or 30 minutes after a workout or/and anytime during the day as a meal replacement.

SFA MC - MIcellar Casein should be consumed several hours before bed. MC can also be consumed anytime during the day as a meal replacement



Whey protein powder and casein protein powder are protein’s that are derived from dairy/cow’s milk.

Whey protein concentrate, WPC, is extracted via the utilization of the ultrafiltration process which allows molecules of about 1 micrometre.

Ultrafiltration allows the whey protein molecules to be separated from the micellar casein molecules and the rest of the matrix of the dairy milk.

The Whey protein concentrate, WPC, still is bioactive and due to this filtration process much less stringent of Whey protein isolate, WPI, it’s lactose, carbohydrate’s and fat's content is also a higher percentage.

Once Whey protein concentrate is successfully extracted via the ultrafiltration process, then the microfiltration process can be utilized as an additional step to make Whey protein isolate.

Microfiltration is a much finer and stringent filtration process and filter’s most of the lactose, carbohydrate’s and fat’s from the WPC.

However the Whey protein isolate, WPI, is still bioactive and is not denatured as is the Whey protein concentrate, WPC which was achieved by the filtration process’s that were utilized with no heat, as opposed to the traditional method which was Ion exchange and also known as zeta potential which did denature the protein and nutrient’s rendering them un-bioactive.


Whey protein and Casein proteins are both naturally occurring proteins in dairy milk. Casein make’s up ~80% of protein in dairy milk and the ~20% remainder is made up by whey protein.

There are three different types of proteins found in milk and they are: caseins, lactalbumins, and lactoglobulins, which all fall under the category globular proteins.

Both casein and whey proteins are by-products of the cheese production. The liquid by-product is the whey portion which is washed and dried into powder form to be used in food products or dietary supplements. The remaining curds of casein are dried to create protein powder or added to dairy products.



A protein consists of amino acids linked to peptide bonds. Dietary Protein is broken down by two enzymes in the gastrointestinal tract into dipeptides and tripeptides which eventually are broken down to amino acids(catabolism) when consumed, which the body absorbs and utilizes for many physiological functions. Amino acids have enormous physiological importance such as cell-specific production of low-molecular-weight metabolites.

The most common physiological function of amino acids that is known generally is the anabolism(synthesis) of new protein’s within the body and also the repair of muscle tissue. Some more example’s are as follow’s; support of spermatogenesis, fetal survival and growth, blood circulation, resistance to infectious disease, as well as skeletal muscle mass and health.

It is important for one to ensure that at the very minimum the RDA of protein is met to ensure that there is no risk of protein deficiency. Protein deficiency has health consequence's and causes multiple clinical syndromes.



Whey protein isolate, WPI, is an isolated form of whey protein and is designed to be at least 90% protein with most of the fat, protein, carbohydrate’s and lactose removed in the filtration process as opposed to Whey protein concentrate, WPC.

The benefits of this is a higher percentage of BCAA’s in WPI then WPC and increase’s the absorption rate.

However WPI and WPC both share the same amino acid profile and are both classified as complete protein which is knows as consisting all the essential amino acid’s(EAA).

Due to its excellent absorption rate, WPI - Whey Protein Isolate is the best post training supplement to consume immediately after a workout to assist in the immediate re-fuelling of muscles and provide optimum recovery, within the nutritional window of opportunity which starts to close quite quickly after physical activity/training has stopped.


The main benefit of Micellar Casein - MC protein is that it is a slow release protein.

Unlike whey protein which remains soluble in the stomach and is therefore emptied rapidly and peak’s of a higher magnitude, MC - Micellar Casein is converted into a solid clot and is emptied much more slowly in the stomach and at more of a constant rate.



To meet the functional needs such as promoting skeletal-muscle protein accretion and physical strength of a healthy adult, the RDA dietary protein intake is as follow’s;

Minimal physical activity: 1.0g/kg BW

Moderate physical activity: 1.3g/kg BW

Intense physical activity: 1.6g/kg BW

Long term consumption of 2g/kg per day is safe for healthy adults and the tolerable upper limit is 3.5g/kg BW per day for well-adapted subjects.

For example, if you are a healthy adult and you current weight is 80kg and your physical activity level is of a moderate standard, then your dietary protein requirements are approximately 104g per day. However, for many elite athletes and competitive bodybuilders (and those competitively striving towards this level), protein needs may be even higher during peak season. In this case, the protein recommendations have been suggested as high as 2-3.5g/kg/d to maximise the retention of lean body mass in resistance-trained individuals during hypocaloric periods i.e. low/restricted overall energy intake

Reference: Dietary protein intake and human health.



You've read the articles, you've seen the commercials, its actually everywhere on social media. That protein bag with pink writing on it and just in case you missed it, you'll even find a whole bag that's colored in pink.

We hate to break it to you, actually we at SFA might suffer a significant loss for this, here it comes... There is no such thing as protein powder for women.

Yes, whey protein powder can be consumed by women.

No, just because certain berries are added to it, it still does not make it a protein powder for women.

Whey protein powder and casein protein powder are protein’s that are derived from dairy/cow’s milk.

Is it safe for whey protein powder for women to use?

There is no other way to put this, Yes, women and men can consume the same whey protein powder and it is entirely safe to do so.


It is recommended not to use a protein shake as a sole source of nutrition and should be used alongside a well nourished healthy diet

Always consult with a medical practitioner before commencing any new supplementation as part of your diet.



Whey protein does aid in muscle recovery and muscle growth after a strenuous workout.

It also assists to crucial muscle catabolism generally and in athlete’s that regularly perform strenuous workout’s it contributes to anabolism.

What does all that mean

Catabolism is what happens when you digest food and the molecules break down in the body for use as energy. Large, complex molecules in the body are broken down into smaller, simple ones

Anabolism centers around growth and building — the organization of molecules. In this process, small, simple molecules are built up into larger, more complex ones

Understanding anabolism and catabolism can help you train more effectively to lose fat and gain muscle. Rest is also a part of the equation. Your metabolism is at work even when you’re sleeping.

  • If you do a lot of anabolic workouts, you’ll tend to shed fat and maintain or even gain muscle. Muscle is more dense than fat, so your body weight and body mass index may stay higher despite a leaner physique.
  • Catabolic workouts, on the other hand, may help you shed pounds by working off both fat and muscle. You’ll weigh less, but you’ll also have far less critical muscle mass.

Catabolic exercises are aerobic, or cardio, exercises. They may include moves — like running, swimming and biking — where you’re in a steady active state for a relatively long period of time

If you’re looking to build muscle, being in a catabolic state for too long can work against you. It can decrease your muscle mass and even compromise your overall health. Preventing catabolism is all about keeping good balance between your nutrition, training, and recovery.


Protein shakes aren’t a magic solution for melting off fat, banishing hunger or cravings.

Those who want to use protein shakes in a plan to achieve positive physical changes need to combine the protein shakes with regular exercise and a healthy, well-rounded eating plan to see the best results.

Whey protein reduces ghrelin, a hormone that stimulates appetite, which may explain its effectiveness in reducing hunger and boosting weight loss