The Nothing Naughty flagship store sits at 28 Main Road in the heart of Tīrau, Waikato — right on the route drivers take heading through to Taupō or beyond from Auckland. The team describes it as the perfect place to stop on your travels and experience everything Nothing Naughty has to offer, which makes it a handy detour for road-trippers who usually only know the brand from its online store.
Nothing Naughty is a New Zealand health food name whose range centres on protein and collagen alongside a growing pantry and wellness line. In store you'll find whey protein powder and New Zealand whey protein isolate (including a 1kg vanilla option), plant protein powder for dairy-free routines, and bone broth protein powder. Protein comes in snackable forms too — bites, whey and plant protein bars, a build-your-own-box option, and the newer Protein & Prebiotic Soda in 250ml cans.
Collagen gets its own dedicated section, spanning marine collagen (a feijoa-flavoured 300g pack), pure bovine collagen, collagen beauty bars and a premium collagen protein water. The pantry side covers snacks, baking ingredients, sauces and syrups, nut butters and hot chocolates, while the wellness shelves hold Fibre 4, natural fibre syrup, inulin prebiotic fibre, super greens & reds powder, creatine monohydrate and electrolyte hydration powders in flavours like lemon lime. Dedicated keto and vegan collections make it easy to shop to a particular way of eating.
Practically speaking, the store keeps road-trip-friendly hours: 8:30am to 4:30pm on weekdays and 9am to 4pm on weekends, with the phone (07 574 7547) answered on weekdays only. If you can't make the trip, everything is available online with free delivery on orders over $30, and email subscribers receive recipes plus invitations to try new products. The brand was also named Highly Commended in the Reader's Digest Trusted Brand awards for 2025–2026.
At 28 Main Road, in the heart of Tīrau, you'll find the flagship store of Nothing Naughty — a New Zealand health food brand built around protein, collagen and everyday pantry products with a better-for-you slant. The shop sits squarely on the route through to Taupō or beyond from Auckland, and the team pitches it exactly that way: the perfect place to stop on your travels and experience the full range in person, rather than through a website.
That travel-stop identity shapes the whole experience. Tīrau is a small Waikato town that passing drivers know well, and the store keeps hours that suit people on the move — 8:30am to 4:30pm Monday to Friday, and 9am to 4pm on Saturdays and Sundays. Whether you're after a road-trip snack or a serious restock of your supplement shelf, everything the brand sells online is laid out in person here.
Protein is the heart of the range. There's whey protein powder and a New Zealand whey protein isolate — including a 1kg vanilla tub — alongside plant protein powder for dairy-free routines and a bone broth protein powder for something different. Protein also comes in snackable forms: protein bites, whey and plant protein bars, a build-your-own-box option for mixing flavours, and a newer Protein & Prebiotic Soda in 250ml cans.
Collagen gets its own dedicated section. Marine collagen comes in a feijoa-flavoured 300g pack, and there's pure bovine collagen, collagen beauty bars and a premium collagen protein water. Pantry shelves hold snacks, baking ingredients, sauces and syrups, nut butters and hot chocolates, while the wellness side covers Fibre 4, natural fibre syrup, inulin prebiotic fibre, super greens & reds powder, creatine monohydrate and electrolyte hydration powders in flavours like lemon lime.
Dedicated keto and vegan collections make it straightforward to shop to a particular way of eating, and a samples collection lets you trial flavours before committing to a full tub — useful when a powders aisle can feel like a gamble.
While Tīrau is the flagship front door, Nothing Naughty reaches customers well beyond it. Products ship nationwide through the online store, where orders over $30 qualify for free delivery, and the brand also works with stockists around the country, runs a fundraising programme, and offers a registration pathway for healthcare workers. Signing up to the email list brings recipes and invitations to try new products — a nice way to keep discovering the range between visits.
The brand has also picked up outside recognition, being named Highly Commended in the Reader's Digest Trusted Brand awards for 2025–2026.
If you need to check something before visiting, the store phone — 07 574 7547 — is answered on weekdays only, and the team has been known to open for public holidays too, having advertised special hours for Matariki. Questions can also go through the website's contact page or the 0508 support line.
For travellers between Auckland and Taupō, the proposition is simple: a stop that turns a leg-stretch into a pantry top-up, with protein bars for the road, collagen for the cupboard, and enough variety that it's worth browsing past what you came in for.