THG boss Matthew Moulding has revealed a major new partnership between Myprotein and confectionery giant Mars as it continues its rapid global expansion.
Launching on 20th November, the first products from the collaboration – Myprotein x Snickers – will hit shelves just in time for Black Friday, with further tie-ins featuring Bounty, Mars and Twix set to follow soon after.聽
Moulding described being able to test the new products at home well ahead of launch as 鈥渙ne of the perks of the job鈥�.
The Mars partnership is the latest move in Myprotein鈥檚 push into large-scale licensing agreements with world-leading brands.聽
It follows a year of rapid momentum that has seen the THG-owned business expand aggressively into offline retail and deliver double-digit growth across THG鈥檚 Nutrition division.
The collaboration also arrives just 12 months after it faced intense scrutiny over its global rebrand.聽
During THG鈥檚 2024 Q3 trading update, critics branded the transition 鈥渢he world鈥檚 worst rebrand鈥�, with some asking whether the management team would be replaced.聽
Moulding said the comments 鈥渨ould sting鈥� for the team, but ultimately became motivation.
A year on, the firm鈥檚 licensing strategy is now paying off and its offline presence has surged.聽
A partnership with M眉ller UK & Ireland, launched only last year, has already made Myprotein the UK鈥檚 number one protein dessert brand, generating retail sales of around 拢3 million a month and helping to double the size of the entire category.
The Mars deal represents another step in Myprotein鈥檚 shift from a pure-play online brand to a global FMCG player.聽
Moulding praised CEO Neil Mistry and the Myprotein leadership team for staying focused during the toughest phases of the rebrand and transformation.
鈥淭welve months ago, they took the hits and held their nerve,鈥� he wrote.聽
鈥淭oday, they鈥檙e leading one of the most successful rebrands in UK business – proving the doubters wrong and standing proud.鈥�