CDB Goldair takes over Magic Bullet and NutriBullet distribution from Brand Developers

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NutriBullet 600 LR

The NutriBullet will soon be made available for retailers to sell.

CDB Goldair Australia has today taken over the local distribution of the Magic Bullet and NutriBullet brands.

Both of these brands were previously distributed by Brand Developers, with the Magic Bullet product retailed at The Good Guys, Big W, JB Hi-Fi, Bing Lee, Harvey Norman and Target. Heretofore, the NutriBullet blender has only been sold through direct TV marketing —  the incessant long- and shortform TV advertising the brands are famous for — though this is set to change.

“We are excited about the opportunity to offer the Australian market the full range of Bullet Branded products,” CDB Goldair director Chris Bremner told me. “This appointment signals a shift in strategy, in particular for the NutriBullet range which will soon be available through traditional retail channels rather than as a TV-only product.

“The NutriBullet and Magic Bullet brands have sold over 30 million units worldwide and there is a significant and ongoing product development program that will deliver further innovation and excitement to the category in the future.”

In exciting news for fans of Bullet blenders, Bremner further confirmed that CDB Goldair will have access to the full suite of products, including the Baby Bullet, Dessert Bullet, NutriBullet Superfoods and any other new Bullets that are developed.

Former distributor Brand Developers made news recently when I revealed that the company waited three months to recall two potentially dangerous Shark Navigator vacuums. The Shark brand globally is owned by Euro-Pro, which also manufacturers the Ninja range of small appliances. In September 2014, the NutriBullet won a court case against the Euro-Pro’s Nutri Ninja Pro, after a judge ruled that the Ninja blender’s packaging was likely to deceive consumers. It is unknown if the ill-will generated by this court case played a part in Brand Developers losing the Bullet distribution.

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