Myprotein x Snickers Collab Marks the Next Big Step in THG’s Revival Plan
The green shoots of recovery are beginning to bloom for THG’s Myprotein.
The sports nutrition heavyweight has experienced a tumultuous few months, rolling out a major global rebrand in the midst of “exploding” commodity prices — particularly in whey protein.
At the beginning of 2024, THG’s Founder and CEO Matthew Moulding pulled the trigger on a brick-and-mortar rebuild that was 18 months in the making.
Their vision was clear: to position Myprotein for a renewed push into offline retail, aiming to establish an omnichannel presence and grow in-person sales by 25% over the medium term.
The execution, however, proved less straightforward. Swimming against the tides of several economic shocks in the wake of Covid, Moulding and his team received cutting feedback.
Myprotein’s refresh was described as “the world’s worst rebrand” by some, while others levelled questions at the management team’s ability to pull off such a major overhaul.
Writing on LinkedIn, Moulding said he told his staff to “channel the hurt”, adding that it would feel “even more special” when it all came together.
And come together it has. Q3 spelled double-digit sales growth for THG Nutrition, the offshoot responsible for managing brands like Myprotein.
For the first time in almost four years, both THG’s Nutrition and Beauty divisions were simultaneously on the rise, with the former up 10% in revenue.
A large chunk of that success can be attributed to several major global licensing deals, pushing Myprotein onto more shelves than ever before.
The brand entered the protein dessert market just 12 months ago through a collaboration with Müller UK & Ireland.
In that short time, it’s become the UK’s number one protein dessert brand, now delivering retail sales of circa £3 million a month.
Myprotein’s deal with Müller further paved the way for protein and complete nutrition RTDs, bolstering its presence in supermarket chillers.
In what was its biggest launch with a single retailer to date, 80 Myprotein products also landed in 1,200 Boots stores nationwide.
Standing proud yet far from finished, Moulding has just revealed the next step in the fitness specialist’s resurgence — and it’s one chocoholics will love.
Myprotein x Snickers Products on the Horizon
“Launching 20th November, Myprotein x Snickers products hit the shelves, just in time for Black Friday,” he announced on LinkedIn.
“One of the perks of the job: I get to test new collaborations at home well before launch.”
Snickers currently sits under the Mars umbrella, the globally recognised confectionery giant which owns several other chocolate bar staples.
Moulding has promised this fresh relationship will spell further product collaborations with Bounty, Twix, and, indeed, Mars itself.
Mars has been launching its own assault on the protein category, as consumers continue to swap sugary treats for gym-forward snacking.
Its current roster includes bars, whey protein powder, and protein RTDs. Pairing with Myprotein will no doubt accelerate the group’s functional facelift.
The Myprotein x Snickers collaboration looks set to debut in the former’s Impact Whey Protein tubs — similar to its crossover with Jimmy’s Iced Coffee.
From Moulding’s teaser, both the classic and white chocolate variations of Snickers are included.
Myprotein’s Impact Whey delivers 20g of high-quality whey protein per serving. Head to Myprotein’s website to shop the drop on Thursday, 20th November and use code MYPGYM to save 8% on your order.
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