Sports nutrition brand partners with convenience food producer to launch protein food range in Sainsbury’s and convenience stores
MyProtein’s products include collagen protein powder(Image: MyProtein)
Prominent online sports nutrition brand Myprotein has forged a new partnership with convenience food manufacturer Greencore to launch a fresh food on-the-go range. This collaboration will broaden Myprotein’s footprint in offline retail channels, with its products being available in both Sainsbury’s supermarkets and convenience stores.
The partnership furthers the nutrition brand’s ambition to enhance its offline and licencing presence by accelerating its expansion into the convenience channel. The brand has previously entered partnerships with Muller, supermarket Iceland and Jimmy’s Coffee, resulting in over 43m Myprotein retail sales in 2025.
THG, the London-listed company behind the fitness supplement brand, reported robust growth in its Nutrition division in its most recent set of results, with revenue rising by 12.2 per cent. The FTSE 250 group’s share price increased by 1.6 per cent in morning trading to 36.08 pence.
THG plc was the owner of City AM until its Ingenuity division demerged from the wider group at the beginning of 2025. Neil Mistry, chief executive of THG Nutrition, said: “This collaboration is another step in Myprotein’s global leadership across sports nutrition, adding Greencore’s expertise in creating and distributing fresh, on-the-go food to our growing list of partners.
“The range builds on the demand of GLP-1 consumers, along with trends towards cleaner nutrition combined with protein-rich foods and snacks.”, as reported by City AM.
Mistry further highlighted that the brand is well-positioned to “significantly build” on its 2025 results, anticipating sales of more than 60 million licensed products in 2026, up from 43 million.
Andy Parton, chief commercial officer at Greencore, also welcomed the tie-up and its capacity to satisfy consumer appetite for healthier choices.
Parton said: “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.
“We’re excited about the potential of this partnership and look forward to expanding the range together.”