Myprotein Group

What Myprotein Group does

Myprotein Group operates the world's largest online sports nutrition brand, headquartered in Northwich, United Kingdom, and owned by THG Nutrition Limited, a subsidiary of THG plc (LSE-listed). The company sells protein supplements (Impact Whey Protein as flagship with 20g+ protein per serving across 40+ flavors), protein isolates, clear whey formats, plant-based proteins, creatine, pre-workout, BCAAs/EAAs, vitamins (MyVitamins), protein-enriched snacks, ready-to-drink beverages, and activewear through direct-to-consumer e-commerce (myprotein.com and mobile app), 40,000+ retail points of sale globally, and licensing partnerships with major consumer brands including Mars, Müller, Greencore, Iceland, Hotel Chocolat, Bounty, Snickers, and Vimto.

The technology backbone is the proprietary THG Ingenuity e-commerce platform owned by parent THG plc, which powers the digital storefront, order management, subscription billing, and customer data. A Google Cloud Gemini-powered AI Shopping Assistant is being piloted through THG Ingenuity with disclosed 5.5x first-buyer conversion lift and 22% basket-size gain. Third-party certifications (Informed Sport, Informed Choice, Informed Protein) and a Performance Advisory Board of scientists, doctors, and athletes support product credibility.

The business model combines D2C e-commerce with subscription (up to 50% recurring savings), retail wholesale, and licensing royalties. Revenue is reported at the THG Nutrition segment level at £1.72bn adjusted revenue (FY 2025, 12.2% YoY growth), with Myprotein as the flagship brand. Distribution spans 40+ countries, with stated expansion goals toward 100,000 retail doors via licensing partnerships. Marketing is delivered through organic social, affiliate, NXTGEN student ambassadors, HYROX event sponsorship, and the Frasers Plus loyalty integration.

Name

Myprotein Group

Legal name

THG Nutrition Limited

Website

https://myprotein.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Myprotein Group is the world's largest online sports nutrition brand, operating as a THG Nutrition Limited subsidiary. It sells protein supplements, vitamins, snacks, and RTD beverages via D2C e-commerce, 40,000+ retail locations, and licensing partnerships with Mars, Müller, and others.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food Manufacturing (311), Food (Health) Supplement Retailers (456191), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), All Other Specialty Food Retailers (445298)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Multivitamins & Daily Packs (CRADAGAC), Weight Management & Metabolic Supplements (CRADAGAG)

Keywords

• Sports nutrition products
• Protein supplements
• Whey protein powder
• Fitness supplements
• Active nutrition brands

Headquarters

HQ city

Northwich

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce Sales: Primary revenue stream through myprotein.com website and mobile app. Customers purchase directly from the brand with subscription options offering up to 50% savings, creating recurring revenue from loyal customers.
2. Licensing Partnerships: Myprotein licenses its brand and formulations to major CPG companies (Mars, Müller, Greencore, Iceland, Hotel Chocolat, Marvel) for co-branded products sold through their distribution channels. Receives licensing royalties and expands brand reach into new categories and retail environments.
3. Retail Distribution: Products sold through third-party retail partners including Sainsbury's, Iceland, Boots, Holland & Barrett, and over 40,000 retail locations globally. Revenue generated through wholesale relationships with retail distributors.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Myprotein Group manufactures and sells a broad portfolio of sports nutrition products, including protein powders (whey, isolate, clear, vegan), creatine, pre-workout, BCAA/EAA, protein bars, cookies, brownies, ready-to-drink beverages (protein milkshakes, Protein Iced Coffee), and vitamins through its own e-commerce storefront, mobile app, and a global network of 40,000+ retail outlets. The brand also monetizes through licensing its name and formulations to major consumer packaged goods companies (Mars, Müller, Greencore, Hotel Chocolat, Iceland) for co-branded protein-enriched foods and snacks.

Product overview

Myprotein Group operates a multi-category e-commerce platform serving as Europe's leading online sports nutrition brand. The core product portfolio centers on protein supplements including Impact Whey Protein (the flagship product with 20g+ protein per serving across 40+ flavors), Impact Whey Isolate (26g protein per serving, ultra-filtered), Clear Whey Protein (light juice-style format under 90 kcal), and plant-based/vegan protein alternatives. Beyond protein powders, the portfolio extends to ready-to-drink formats (protein milkshakes, iced coffee), protein bars and snacks (layered bars, impact protein bars), and indulgent food products (protein cookies, brownies, baked goods). The supplement range includes creatine monohydrate, pre-workout formulas, BCAA/EAA amino acids, and vitamins. The company operates a platform-plus-modules architecture with bundled product stacks (Impact Protein Bundle, Kickstart Bundle, Get Stronger Bundle, Lean Muscle Bundle) offering curated combinations at value pricing. Additional services include subscription programs with up to 50% savings, the NXTGEN student ambassador program, and a Performance Advisory Board of scientists, doctors, and athletes guiding innovation. Licensing partnerships with major brands (Mars, Snickers, Bounty, Vimto, Chupa Chups, Müller, Hotel Chocolat) and retail distribution agreements extend the brand into convenience foods and licensed products through retailers including Sainsbury's.

Differentiator

Problem solved

Functional benefit

Brands

• Impact: Core protein product line including Impact Whey Protein, Impact Creatine, and Impact Pre-Workout
• Origin
• Clear
• PRO
• MyVitamins
• NXTGEN
• Hyrox

Products and services

• Impact Whey Protein Flagship whey protein powder delivering at least 20g of protein per serving with over 40 flavors, designed for muscle recovery, strength, and consistent everyday nutrition. Available in various sizes and formats.
• Impact Whey Isolate Ultra-filtered whey protein with 26g per scoop and zero fat, refined for higher protein content, reduced lactose, lower fat and sugar, and a light smooth texture.
• Clear Whey Protein Light, juice-style alternative to traditional shakes with fast-mixing formula, up to 21g protein, under 90 kcal, and award-winning flavors, designed for everyday hydration.
• Impact Whey Protein + Collagen Combines 10g whey protein with 10g bovine collagen peptides (Type I) and added vitamin C, supporting muscle maintenance, bones, skin, hair, nails, joints, and connective tissue.
• Vegan Protein / Plant Protein Plant-based protein alternative delivering high protein without dairy, with dairy-free and soy options, smooth texture, and balanced amino acids suitable for vegan lifestyles.
• Origin Protein Phased-release protein powerhouse packing 30g of protein and 5g of creatine per serving, with research-led formulation, premium ingredient sourcing, and performance-focused macros.
• Impact Creatine (Creatine Monohydrate Powder) Creatine monohydrate powder with optimal 3g dose per scoop, scientifically proven to increase high-intensity performance. Suitable for vegetarians and vegans. Available in 100g, 250g, 500g, and 1kg sizes.
• Creatine Gummies Creatine supplement in gummy format providing a convenient and palatable alternative to traditional powder formats.
• Impact Pre-Workout Pre-workout supplement formulated to boost energy and performance before training sessions.
• Pre-Workout Gummies Pre-workout supplement in gummy format for convenient energy boost before exercise.
• Impact BCAA 2:1:1 Branched-chain amino acids supplement in 2:1:1 ratio (leucine, isoleucine, valine) supporting muscle recovery and reducing exercise fatigue.
• Impact EAA Essential amino acids supplement providing all nine essential amino acids for comprehensive muscle recovery support.
• Impact Diet Whey High-protein, low-calorie whey protein designed for weight management and lean muscle maintenance with reduced fat and carbohydrates.
• Advanced Whey Mass Gainer High-calorie mass gainer protein blend designed for bulking and muscle building with increased carbohydrates and calories per serving.
• Protein Cookies (Extra Protein Cookie) High-protein cookies with up to 38g protein per cookie, the UK's highest protein cookie with 50g protein per 100g. Available in Chocolate and Dessert-Inspired variety boxes with multiple flavor options.
• Baked Protein Cookie Vegan-friendly baked cookie with 13g protein per serving, made with coconut oil and pea protein, sprinkled with dark chocolate chunks. Winner of Men's Health 2019 Sports Nutrition Award.
• Gooey Filled Protein Cookie Soft-baked protein cookie with gooey indulgent center, providing satisfying dessert-like texture while delivering high protein content.
• Protein Brownie High-protein brownie snack delivering indulgent chocolate experience with protein fortification for muscle support.
• Double Dough Protein Brownie Protein-packed, high-fibre brownie featuring chocolate chip cookie and brownie dough layers with caramel topping and pecans, enclosed in dark chocolate.
• Myprotein x Hotel Chocolat Double Dough Brownie Collaboration product combining Hotel Chocolat's chocolate expertise with Myprotein's protein formulation. Features pecan dough with caramel layer enclosed in dark chocolate.

Quantifiable outcome

• Up to 50% savings with subscription model
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• SG Safety CorpcoreStrategic or Co-development Partner · 1 August 2025Partnership to expand Myprotein's presence in South Korea. SG Safety Corp serves as a strategic partner for market entry and distribution in the South Korean market.
• HYROXcoreGTM or Marketing PartnerOfficial sponsorship and marketing partnership for HYROX fitness events. Myprotein serves as an official sponsor, connecting the brand with active fitness consumers at one of the fastest-growing fitness event series globally.
• Frasers GroupcoreGTM or Marketing PartnerLoyalty rewards integration through Frasers Plus program. Myprotein customers can earn and redeem Frasers Plus loyalty points, creating cross-brand engagement and customer loyalty benefits.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Optimum Nutrition (Glanbia): Optimum Nutrition is one of the largest global sports nutrition brands, with a flagship Gold Standard Whey that directly competes with Myprotein's Impact Whey. Both serve athletes and gym-goers through mass-market retail and online channels worldwide.
• Cellucor (C4): Cellucor is a major US sports nutrition brand best known for C4 pre-workout and a broad supplement portfolio. It directly competes with Myprotein in protein powders, pre-workout, and BCAAs across both D2C and retail.
• Ghost Lifestyle: Ghost is a fast-growing lifestyle sports nutrition brand combining supplements with co-branded products (cereal, protein bars). It mirrors Myprotein's strategy of extending the brand into lifestyle and licensed products targeting Gen Z and Millennial fitness consumers.
• Transparent Labs: Transparent Labs is a premium D2C sports nutrition brand focused on clinically-dosed, transparently-labeled supplements. It competes with Myprotein's higher-end lines (Origin, PRO) in the online channel for discerning athletes.
• MuscleTech (Iovate Health Sciences): MuscleTech is an established sports nutrition brand with a wide range of protein, pre-workout, and performance supplements sold through mass retail. It competes head-to-head with Myprotein in whey protein and bodybuilding categories globally.
• Klean Athlete: Klean Athlete is a sports nutrition brand built around NSF Certified for Sport quality assurance, directly comparable to Myprotein's Informed Sport certifications. It targets the same informed, certified-conscious athlete customer.
• Bulk Powders: Bulk (formerly Bulk Powders) is a UK-based value-oriented sports nutrition brand selling through D2C and retail. It is one of Myprotein's closest direct competitors in the value-priced online sports nutrition segment in the UK and Europe.
• Applied Nutrition: Applied Nutrition is a UK sports nutrition brand with a growing presence in convenience retail (e.g., partnerships with major UK grocers), competing directly with Myprotein's licensed protein-enriched foods and retail push strategy.

Emerging players

• Huel: Huel is a UK-based DTC nutrition brand offering meal replacement powders, RTDs, and bars. It overlaps with Myprotein in functional nutrition, RTD protein, and convenience food formats, particularly with health-conscious mainstream consumers.

Broad incumbents

• Herbalife: Herbalife is a global nutrition company with a broad portfolio including protein shakes, meal replacements, and supplements. It overlaps with Myprotein in protein and weight management categories, though distributed through a multi-level marketing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/myprotein
• Facebookfacebook.com/MyproteinUK
• YouTubeyoutube.com/myprotein
• Xx.com/myproteinuk
• LinkedInlinkedin.com/company/myprotein

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Myprotein Group