Aussie Select pitches lamb as a protein women should reconsider

Aussie Select founder Jaclyn Oyola is arguing that lamb deserves a bigger role in women’s nutrition conversations because it delivers protein plus iron, vitamin B12 and zinc. The brand is also trying to make lamb more everyday-friendly with fully cooked deli meats and charcuterie sold at select U.S. retailers.

Why it matters: - Aussie Select is targeting a gap in the protein aisle: consumers are hearing a lot about protein, but less about whole foods that also deliver iron, vitamin B12 and zinc. - For women, iron needs are especially high. The National Institutes of Health says women ages 19 to 50 need 18 milligrams a day, and pregnant women need 27 milligrams. - Lamb provides heme iron, which is more bioavailable than the nonheme iron found in plant foods. - The brand is trying to move lamb from an occasional special-occasion meat to an everyday protein option.

What happened: - Jaclyn Oyola, founder and CEO of Aussie Select, said lamb is often missing from the nutrition conversation even though it naturally combines protein with iron, vitamin B12 and zinc. - Aussie Select is selling fully cooked Australian pasture-raised lamb in deli and charcuterie formats. - The products come in flavors including Pastrami, Agave Rosemary and Tikka Masala. - The brand says the products are designed for sandwiches, wraps, salads, snack and charcuterie boards, and easy meals. - Aussie Select products are available at select U.S. retailers, including Wegmans and Hy-Vee. - Consumers can check nearby availability through the store locator at AussieSelect.com.

The details: - Iron helps the body make hemoglobin, which carries oxygen throughout the body, and myoglobin, which supplies oxygen to muscles. - Vitamin B12 supports red blood cell formation and the nervous system. - Zinc plays a role in numerous processes throughout the body. - Animal proteins are good sources of zinc, and lamb is among the meats that provide it. - Aussie Select says its products are Halal certified, gluten-free and made with all-natural ingredients. - The company describes itself as a female-founded specialty meat brand reimagining Australian lamb for the American deli. - Aussie Select says its lamb is pasture-raised in Australia.

Between the lines: - Oyola is framing lamb less as a premium dinner cut and more as a practical protein for busy consumers. - The brand’s real challenge is not just awareness of lamb’s nutrition, but changing how people think about ease, price and usage. - Education and convenience appear to be central to the company’s growth strategy, alongside retail distribution. - The push also fits a broader consumer trend: shoppers want protein, but many are still looking for clearer, more complete nutrition stories.

What's next: - Aussie Select plans to keep expanding its retail footprint. - The company is investing in consumer education, serving inspiration, digital discovery and creator partnerships. - Oyola wants more shoppers to try lamb without waiting for a special occasion. - The brand’s broader goal is to make lamb part of the everyday American diet, not just a restaurant or holiday protein. - More information is available at AussieSelect.com.