Myprotein and Greencore Forge New Partnership for On-the-Go Food Range
Leading online sports nutrition brand Myprotein has announced a significant new licensing partnership with convenience food producer Greencore, aimed at introducing a fresh on-the-go food range. This collaboration represents a strategic move to expand Myprotein's footprint in offline retail channels, with products set to be available in Sainsbury's supermarkets and various convenience stores across the UK.
Expanding Offline Presence Through Strategic Alliances
The partnership with Greencore accelerates Myprotein's ambition to boost its offline and licensing presence, particularly in the convenience channel. This deal follows a series of successful licensing agreements for the brand, including partnerships with Muller, supermarket Iceland, and Jimmy's Coffee, which collectively drove over 43 million Myprotein retail sales in 2025.
THG, the London-listed firm behind Myprotein, reported robust growth in its Nutrition division in recent results, with revenue increasing by 12.2 per cent. The FTSE 250 group's share price saw a rise of 1.6 per cent in morning trading, reaching 36.08 pence. THG plc, which previously owned City AM until its Ingenuity division demerged in early 2025, continues to demonstrate strong market performance.
Meeting Evolving Consumer Demands
Neil Mistry, chief executive of THG Nutrition, highlighted the strategic importance of this collaboration. "This partnership is another step in Myprotein's global leadership across sports nutrition, leveraging Greencore's expertise in creating and distributing fresh, on-the-go food," Mistry stated. "The new range addresses the growing demand from GLP-1 consumers and aligns with trends toward cleaner nutrition and protein-rich foods and snacks."
Mistry further noted that Myprotein is on track to "significantly build" on its 2025 performance, with expectations to sell over 60 million licensed products in 2026, up from 43 million the previous year.
Expertise and Brand Synergy
Andy Parton, chief executive of Greencore, expressed enthusiasm for the partnership, emphasizing its potential to meet consumer demand for healthier options. "This collaboration allows us to combine Greencore's expertise in fresh, ready-to-eat food with one of the most recognisable brands in sports nutrition," Parton said. "We're excited about the potential of this partnership and look forward to expanding the range together."
The new on-the-go food range is designed to cater to health-conscious consumers seeking convenient, nutritious options, reflecting broader shifts in dietary preferences and lifestyle choices.
