After several biz failures, this M’sian found a recipe for success with clear protein drinks

Muhammad Zulfadhli is no stranger to failure.

From dropping out of university to failing at multiple business ventures, he is well aware of the unpredictable nature of business, and the demotivating qualms of others that come with it.

Despite all this, he pushed against the odds, surprising naysayers and breaking through the local sports drink market.

This is the story of OPI, and the one-man show that went on to bring this dream to life.

Started from the bottom

In 2016, Zulfadhli dropped out of his bachelor’s in chemical engineering after obtaining a diploma within the field.

“I was more keen in doing business,” said Zulfadhli, adding that he disappointed his parents by following his passion.”

During his studies, Zulfadhli mentioned that he had failed at several ventures, including setting up a car rental service, selling handphone accessories, and rebranding his uncle’s curry puff business.

Trying to make up for lost time after failing at these ventures, Zulfadhli started going to the gym, which was when he realised that “there [was] no protein in ready-to-drink form.”

“I did some research and found a huge gap in the local market, [despite the] high demand for a protein on-the-go product,” said the entrepreneur, adding that most protein drinks at the time were imported and thus, were expensive and did not meet local taste preferences.

As such, the idea for OPI was born. An on-the-go protein drink that addressed these gaps in the market, it also provided fitness enthusiasts with a quick and easy option to meet their daily protein needs.

Most of us are familiar with ready-to-drink protein-based drinks in the form of protein shakes, so one thing that stands out with OPI’s drinks is that they’re clear.

This is thanks to them containing whey isolate, putting them in a unique market position in Malaysia, with few other players. Another brand that we found offering something similar is MyProtein, which is a brand from the UK, though it appears to only be available online.

Zulfadhli claimed that with RM10,000 of his own savings and another RM10,000 from his mother’s pension, he started OPI as an enterprise under his family’s brand, Optastar, a shipping and forwarding company launched in 1994.

“My main goal during this time was to prove to my parents, especially my father, that I can do business on my own, follow my passion, and carry the family business brand.”

Trial and error and trial and error and trial…

Zulfadhli started conducting the research and development process on his own in his family kitchen, utilising his basic knowledge in chemical engineering.

“After six months of further research with [help from the] internet and an ex-lecturer with a food background, I managed to create the first OPI prototype, the OPI Clear Protein Drink in 2018.”

“There was a lot of rejection and failure I faced in achieving [the prototype] that [aligned with] local taste [preferences], has good texture, and the right nutritional value,” he said, adding that he compared the prototype with similar products from Thailand and the USA.

Zulfadhli also mentioned that he had joined several government-organised courses centred on beverage manufacturing, guided by those with industry experience.

He added that he learnt about proper commercialisation of beverages, industry guidelines on nutritional values, product stability, and other technical aspects to achieve the final prototype before lab-scale production of the first OPI Clear Protein Drink. 

“We started by renting a one-unit incubator facility located in Selangor with a very small and humble in-house production line.”

“I alone ran production, with a capacity of 150 bottles per day and a maximum of 2,000 bottles per month to do market validation,” said Zulfadhli.

And indeed, the research paid off as within the first three months, OPI gained more than 30 agents and a potential distributor from Singapore who was keen on being the sole distributor for OPI.

“After three to four years of running market validation and collecting data, we secured two reliable distributors, Pikzern Marketing Sdn. Bhd., who holds more than 30 years of experience in modern trade and chain value stores; and Mamee Double Decker Distribution Sdn. Bhd., with over 50 years of experience in general trade.”

Zulfadhli added that all OPI products have been lab-tested and complies with the nutritional guidelines set by the Food Act 1983.

Now we here

OPI had first utilised stockists and agents till 2022, when they started to go retail.

“From 2,000 bottles per month, we now reach a production average of 120,000 bottles per month as of today,” said the founder. 

OPI’s products are currently sold at more than 1,700 outlets nationwide, under various retailers including Petronas Mesra, Family Mart, Aeon Big, NSK Grocer and more than 500 general trade outlets across the country. Their products can also be purchased via the online shopping platforms Shopee and TikTok Shop.

The brand has also secured exports to South Korea and Brunei, establishing a presence in foreign markets and upping their recognition.

In 2023, OPI broke even, before generating RM2.4 million and a growing profit margin in 2024.

The brand has also gone on to win several pitch programmes, including Superb Teraju in 2019, the National Sport Technology Innovation Award in 2022 and 2024, as well as placing third at the ASEAN-India Start-up Summit 2023.

Since launch, the company has gone on to diversify their product line, launching OPI Energy Drink, infused with coconut water and with low sugar content, and OPI Hydration Drink, infused with coconut water and with no added sugar.

“[We aim to offer] healthier sports drinks solutions that contain a combination of functional ingredients,” said Zulfadhli, adding that there are options with lower calories in the pipeline.

“We are still improving and we hope to provide easier access to customers by listing OPI products to more markets.”

From rejection and failure, Zulfadhli has turned his story around to leading OPI down a path of success, as he strives in his mission of making OPI a leader of the innovative functional sports drink market in Southeast Asia.

Featured Image Credit: Muhamad Zulfadhli