Firebird Energy - TruLife Distribution

Firebird Energy

Firebird Energy is a New Zealand-based brand creating clean, low-sugar protein coffee drinks. Founded in 2024 by police officer Shaun Winstanley, the company was born from his recovery after surviving a severe gunshot injury. Unable to eat solid foods, Shaun developed a real-coffee, protein-rich formula that quickly gained traction in New Zealand retailers. Inspired by the phoenix, Firebird Energy symbolizes resilience and rising from the ashes.

When the time came to expand into the United States, Shaun partnered with TruLife Distribution. “Connecting with TruLife took our brand to the next level,” he shares. “They guided us through FDA compliance, product liability insurance, and import logistics while opening doors to U.S. buyers.”

TruLife also launched Firebird Energy across leading e-commerce channels, including Walmart.com, and secured the brand’s first U.S. retail placements. “They’ve boosted us on every level of marketing and distribution. It feels like we now have a U.S. branch of Firebird working for us,” Shaun says. “We’ve made progress fast, and I can’t wait to see what comes next.”

Shaun Winstanley (Owner Firebird Protein Coffee) testimonial – TruLife Distribution