Me Today Limited’s China partner has increased its ownership in the Me Today China trademark to 40% after hitting key revenue targets, reflecting growing traction in the Chinese sports nutrition market.
- China partner raises stake to 40% in Me Today brand
- NZD 1.1 million licence fees earned for year ended March 2026
- Revenue-based licensing fees underpin partnership growth
- China success fuels brand interest in NZ and Southeast Asia
- New SE Asia distribution deal linked to China visibility
China Partner Expands Ownership in Me Today Trademark
Me Today Limited’s Chinese licensee has exercised its right to increase ownership of the Me Today China trademark to 40%, following the achievement of specified revenue thresholds. This move marks a significant milestone in a decade-long licensing arrangement with a major Chinese sports nutrition company, originally announced in July 2024.
Licence Fees Reflect Growing Sales Momentum
For the year ended 31 March 2026, Me Today received NZD 1.1 million in licence fees from its Chinese partner. The fee structure transitioned from a fixed amount in the first year to a revenue percentage basis thereafter, aligning Me Today’s income with the brand’s sales performance in Greater China. The licence fee payment and the increased ownership stake indicate the partner’s growing confidence and commercial success with the brand.
Brand Momentum Spurs Regional Expansion
The partnership’s success in China is not isolated; it is generating positive spillover effects in New Zealand and other international markets. Me Today reports that heightened brand visibility in China has directly influenced interest back home and catalysed a new distribution agreement in Southeast Asia, covering multiple countries. This regional expansion underscores the strategic value of the China partnership beyond immediate revenue.
Ownership Structure and Future Growth Potential
The licence agreements allow the Chinese partner to acquire up to 50% ownership of the trademark contingent on meeting further revenue targets. Having reached 40%, the partner is well-positioned to deepen its stake, which could have implications for Me Today’s control and future revenue streams in the region. The exact revenue thresholds for these ownership increments remain undisclosed, leaving some uncertainty about the timing and scale of potential future changes.
Strategic Implications for Me Today
Me Today’s chairman Grant Baker and CEO Stephen Sinclair highlight the arrangement as a cornerstone for the brand’s growth in Asia. The NZD 1.1 million licence fee contributes to the company’s broader revenue guidance, which was recently revised upward amid strong New Zealand sales and the Southeast Asia deal. This China milestone adds a tangible commercial dimension to the company’s international ambitions and may influence investor sentiment as the company navigates its next growth phase.
Bottom Line?
The China partnership’s revenue-driven ownership increase signals tangible progress but leaves open questions about how much further the stake might rise and what that means for Me Today’s long-term control and earnings.
Questions in the middle?
- What revenue targets remain for the partner to reach the 50% ownership cap?
- How will increased partner ownership affect Me Today’s strategic decisions in China?
- Can the momentum in China and Southeast Asia translate into sustained profitability?