In a dynamic turn for Southeast Asia’s health and wellness industry, Indonesian startup One% Nutrition has captured early investor attention through a pre-seed funding round led by Init-6, the venture capital firm founded by Achmad Zaky, co-founder of Bukalapak. The funding also includes participation from First Move, a Malaysian VC backed by Joel Neoh, founder of Fave. This strategic backing fuels the company’s plans for ASEAN expansion, especially amid growing demand for healthier lifestyle products in the region.

With its first product — a protein-packed, sugar-free beverage — One% Nutrition aims to address a major consumer pain point: the lack of convenient, nutritious drink options tailored to modern, active lifestyles. As Southeast Asia increasingly prioritizes health, wellness, and fitness, the company’s entry into this space seems poised to disrupt traditional retail shelves.

What is One% Nutrition?

One% Nutrition is a Jakarta-based functional beverage startup offering healthy drinks designed for active individuals. Their debut product is a strawberry-flavored, sugar-free drink with 16 grams of protein, targeting gym-goers, athletes, and consumers seeking wellness-oriented food alternatives.

What makes One% Nutrition stand out is its positioning at the intersection of health, convenience, and modern branding. The brand caters to urban consumers who are busy but conscious of what they consume. By focusing on functional beverages — drinks that provide added health benefits beyond basic nutrition — One% taps into one of the fastest-growing segments in the food and beverage sector.

Their business model also focuses on multi-channel distribution, including partnerships with fitness centers, healthy cafes, sports communities, and e-commerce platforms — all of which align with their customer’s lifestyle and behavior patterns.

Backed by Visionary Investors: Init-6 and First Move

The startup's pre-seed round is led by Init-6, the venture firm launched by Achmad Zaky and Ken Dean Lawadinata, both of whom are known for supporting visionary tech and consumer startups in Indonesia. Their investment represents more than just capital — it’s a strong validation of One% Nutrition’s potential to lead the functional beverage revolution in Southeast Asia.

According to Rexi Christopher, a venture partner at Init-6, One% Nutrition is part of a new wave of brands that understand the demand for nutrient-rich, low-sugar, high-protein foods in modern Asia. He highlighted that today’s consumers no longer see health as a trend but as an integrated lifestyle, making brands like One% Nutrition crucial to the next decade of food innovation.

Also joining the funding round is First Move, a Malaysian venture capital fund founded by Joel Neoh, a serial entrepreneur known for building Fave and other regional startups. Their involvement adds a cross-border perspective to the company’s ASEAN expansion plans and brings operational experience in entering new markets.

The Southeast Asia Wellness Opportunity

One% Nutrition’s focus on ASEAN expansion comes at a time when the region is witnessing a massive transformation in how consumers view food and health.

According to Euromonitor, the Southeast Asian health and wellness food market is projected to grow at over 8% CAGR in the next five years. Urban populations in countries like Indonesia, Malaysia, Vietnam, and Thailand are becoming more health-conscious due to rising lifestyle-related diseases, increased disposable income, and greater access to health education.

Yet, many of these markets are still dominated by high-sugar, low-nutrition beverages, creating a huge gap for functional and clean-label products. With a product that contains no added sugar, high-quality protein, and a convenient delivery format, One% Nutrition is strategically positioned to fulfill this unmet demand.

What’s Next for One% Nutrition?

The fresh funding will be used to scale up production, diversify the product line, and most importantly, enter new Southeast Asian markets. One% Nutrition’s roadmap includes launching in Malaysia and Singapore, followed by Vietnam and Thailand within the next two years.

The company is also planning to invest in R&D, focusing on expanding its product range beyond protein drinks. Future offerings may include plant-based beverages, functional teas, and nutrition bars, all tailored to ASEAN consumers' preferences and cultural palates.

Additionally, One% Nutrition is looking to build a strong digital presence, with content-led campaigns around health education, fitness, and balanced nutrition. Their marketing strategy is focused on community-building — from collaborations with micro-influencers in the health space to sponsoring wellness events.

A Symbol of Indonesia’s Rising Startup Ecosystem

This investment also reflects how Indonesia’s startup scene is maturing. Once focused largely on e-commerce and fintech, local entrepreneurs are now expanding into consumer health, sustainability, and wellness. The success of brands like One% Nutrition highlights the growing appetite for mission-driven startups solving real-world problems.

Moreover, the involvement of regional investors like First Move demonstrates the increasing cross-border collaboration among Southeast Asian VCs. It suggests a future where more homegrown startups scale not only domestically but throughout ASEAN — building brands that reflect shared values and lifestyles.

Conclusion

The story of One% Nutrition isn’t just about a startup making a healthy drink. It’s about a broader shift — consumers demanding better products, investors looking for meaningful innovation, and Southeast Asia waking up to the potential of wellness entrepreneurship.

With strong support from industry veterans like Achmad Zaky and bold ambitions for ASEAN expansion, One% Nutrition is positioned to become a leading health brand in the region. As the company gears up to expand beyond Indonesia, it offers a compelling blueprint for startups aiming to blend purpose, product, and profitability in Southeast Asia’s fast-changing consumer landscape.