Push Gummies founder Brittany Allan said making creatine more accessible was a big driver for the unique form factor. The brand is under fire for potentially misleading its customers.
Push Gummies founder Brittany Allan said making creatine more accessible was a big driver for the unique form factor. The brand is under fire for potentially misleading its customers.
The Kiwi manufacturer of a muscle-enhancing chewy supplement has paused sales of its product and launched an investigation amid claims it doesn’t contain the level of creatine promised.
Push Gummies co-founder Brittany Allan said it was aware of recent claims being raised about the creatine content of its Push CreatineMonohydrate Gummies.
“As soon as these claims came to light, we paused sales of our gummies while we undertake a thorough investigation.
“We’ve also initiated fresh, independent testing of product samples directly from batches in New Zealand with third-party independent laboratory Eurofins.”
Creatine is an organic compound found in red meat and seafood. It is often used to improve exercise performance and muscle mass.
Push Gummies products are meant to contain 1670mg of creatine monohydrate per gummy.
But in videos posted to YouTube on July 7 and July 10 British fitness influencer James Smith called into question the level of creatine after getting the product tested at the same lab the company used.
He claims the results showed nearly no creatine monohydrate was present within the product.
“So Push Gummies out there, if you’re watching this, I ask you to publicly explain that to me and everyone else that’s buying your product.
“If this certain type of testing does not work with pectin-based creatine gummies, then why is it we were able to detect creatine in the other pectin-based gummies incredibly easily using the method you state that doesn’t work?”
Brittany Allan, founder of Push Gummies, started the business after learning more about creatine and what its benefits are.
Allan said in response to the claims that since it had launched it had made independent third-party testing a cornerstone of its business.
“It’s a step we’ve embedded into our manufacturing and quality control process to ensure the integrity of our creatine monohydrate gummies.”
She said initial testing was conducted with Eurofins in June 2024 and again in August 2024.
“In February 2025, we significantly increased our testing protocols by initiating ongoing third-party testing through Eurofins of every single batch before our product reaches the market.
“All verified results to date have confirmed that each Push gummy meets or exceeds our stated label claim of 1670mg of creatine monohydrate per gummy.”
Eurofins is one of New Zealand’s largest independent laboratory networks. It offers testing across the food, water, agricultural, environmental, and pharmaceutical industries.
It’s part of Eurofins Scientific, an international life sciences company with 950 facilities in 60 countries.
Push Gummies' website listed all of its products as "Sold out", however the business has confirmed it has paused the sale of all of its products while it conducts an investigation.
Online reaction
Smith’s video posts have already drawn a strong reaction from customers on Push Gummies’ social media channels.
“How do we get a refund for the past 12 months that we have been buying these?” one user commented on Push Gummies’ Instagram.
“Pretty disappointed after spending hundreds on these things. I hope there is a refund process in NZ,” said another.
Many also said that the comments they had made had been deleted by moderators of Push Gummies’ Instagram page.
Push Gummies’ Allan confirmed this was the case, and said, “We did remove abusive/malicious comments from our Instagram posts.”
She said the company was fully committed to responding to the issue and would share further updates as soon as its investigation progresses.
“We will share more information when it becomes available.”
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
