Myprotein

What Myprotein does

Myprotein is a direct-to-consumer sports nutrition brand founded in 2004 in Manchester, UK, and wholly owned by THG PLC (The Hut Group). It sells protein powders (Impact Whey Protein, Impact Whey Isolate, Clear Whey Isolate), creatine, amino acids, vitamins, electrolytes, protein bars, and activewear, and serves primarily fitness enthusiasts, athletes, and increasingly active-lifestyle consumers across more than 50 countries. The company's core technology stack is anchored by its vertically integrated manufacturing subsidiary THG Omega in Warrington, which holds a BRCGS AA+ food-safety certification and uses advanced filtration, x-ray, and near-infrared testing for ingredient verification; products carry Informed Protein, Informed Choice, and Informed Sport third-party certifications. On top of this, Myprotein recently launched the Fuel Coach AI Shopping Assistant powered by Google Cloud's Gemini Enterprise Agent Platform, which in early pilot data delivered an 8x conversion-rate improvement and a 20.8% lift in average order value.

Myprotein's business model is built on three revenue streams: (i) DTC e-commerce through owned websites (myprotein.com, myprotein.co.in) and mobile app, supported by free-delivery promotions, bundles, and a referral program; (ii) branded activewear and apparel sold DTC, now approximately 12% of online sales; and (iii) brand licensing revenue from third-party manufacturers, notably a Greencore food-to-go partnership targeting 100,000 UK retail doors and 60M+ licensed units in 2026, plus a Müller Yogurt & Desserts high-protein dairy line. Group-level financials show THG FY25 adjusted revenue of £1.72bn and THG Nutrition H1 2026 adjusted EBITDA of £94m (+36% YoY) on revenue up 6.5% YoY, despite "unprecedented whey protein inflation." Myprotein's customer base exceeds 20 million, and Euromonitor International (Consumer Health 2023ed) ranks it Europe's No.1 sports nutrition brand.

Name

Myprotein

Legal name

THG Nutrition Limited

Website

https://myprotein.co.in

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Myprotein is a Manchester-based direct-to-consumer sports nutrition and activewear brand, founded in 2004 and wholly owned by THG PLC, serving over 20 million customers in 50+ countries with protein supplements, vitamins, and apparel via owned e-commerce and brand-licensing channels.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)

SIC

Food And Kindred Products (2000), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Whey, Casein & Milk Protein Ingredient Manufacturing (AFAKAKAF), Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)

Keywords

• Sports nutrition supplements
• Whey protein powder
• Activewear and apparel
• Vitamin and mineral supplements
• Fitness nutrition products

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream from direct-to-consumer online sales through owned e-commerce platform. Customers purchase supplements, apparel, and accessories directly. Revenue grew 6.5% YoY with adjusted earnings rising 36% to £94m in H1.
2. Activewear & Apparel: Growing revenue stream from branded activewear and clothing. Represents approximately 12% of Myprotein's online sales, up from 8% in FY24. Includes Champion collaboration and own MP clothing line.
3. Licensing & Brand Partnerships: Revenue from licensing Myprotein brand to food manufacturers for protein-enriched products. Expected to sell 60 million licensed products in 2026 (up from 43 million in 2025) through Greencore food-to-go partnership.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Myprotein manufactures and sells sports nutrition supplements—including whey protein powders, whey isolate, clear whey, casein, creatine monohydrate, BCAA, glutamine, electrolytes, and vitamins—through its own direct-to-consumer e-commerce platform and mobile app. The company also sells branded activewear (men's and women's), protein-enriched food products through licensing partnerships (Greencore, Müller), and collaborative apparel lines (with Champion). All products are sold online with worldwide shipping to 50+ countries and through select licensing and distribution partnerships.

Product overview

Myprotein is a direct-to-consumer sports nutrition and activewear brand operating as Europe's No.1 sports nutrition brand. The product portfolio centers on protein supplements including Impact Whey Protein, Impact Whey Isolate, Clear Whey Isolate, and Creatine Monohydrate as core offerings. Beyond supplements, Myprotein has expanded into activewear for men and women, protein-enriched food products through licensing partnerships, and AI-powered shopping tools. The brand recently launched a collaboration with Champion for limited-edition training wear and partnered with Greencore for protein-enriched food-to-go products. All products are sold exclusively through direct-to-consumer channels with an AI Shopping Assistant (Fuel Coach) powered by Google Cloud's Gemini platform enhancing the ecommerce experience.

Differentiator

Problem solved

Functional benefit

Brands

• Informed Protein: Third-party certification program proving verified protein content and no spiking - select Myprotein products carry this logo
• MP (Myprotein Clothing)

Products and services

• Impact Whey Protein Flagship whey protein powder available in over 50 flavors, offering high protein content per serving with excellent value for fitness enthusiasts and athletes.
• Impact Whey Isolate Premium whey protein isolate with higher protein content per serving, lower fat and lactose than standard whey, designed for lactose-sensitive consumers and those seeking leaner formulas.
• Clear Whey Isolate Light, refreshing clear protein drink format with electrolytes, offering an alternative to traditional thick protein shakes for consumers seeking variety.
• Creatine Monohydrate Powder Creatine supplement for high-intensity exercise, available in powder and tablet formats including the Creapure branded variant for verified purity.
• BCAA 2:1:1 Powder BCAA 2:1:1 ratio powder supplement supporting muscle recovery and exercise performance for athletes and fitness enthusiasts.
• L-Glutamine Powder Amino acid supplement supporting muscle recovery and immune function post-exercise.
• Micellar Casein Slow-digesting protein for sustained amino acid release, suitable for nighttime consumption and extended recovery periods.
• Weight & Mass Gainer Blend Weight and mass gainer blend providing high-calorie and high-protein content for muscle building and bulking phases.
• Legacy Dry Scoop Pre-Workout Performance-enhancing pre-workout supplement designed for energy and focus during training sessions.
• THE Electropower Electrolyte Powder Electrolyte powder and hydration product for performance and recovery during and after exercise.
• Daily Multivitamin Tablets Daily multivitamin tablets providing broad nutritional support for general health maintenance.
• Impact Protein Bars Protein-enriched snack bars providing convenient high-protein on-the-go nutrition outside shakes and powders.
• Protein Pancake Mix High-protein pancake mix providing a convenient and tasty way to increase daily protein intake.
• Myprotein Men's Activewear Men's athletic clothing line including t-shirts, joggers, shorts, and training wear made with organic cotton and recycled materials for gym and athleisure use.
• Myprotein Women's Activewear Women's athletic clothing including leggings, sports bras, shorts, and hoodies made with sustainable materials like recycled polyester for gym and athleisure use.
• Myprotein x Champion Limited-Edition Training Collection Limited-edition 11-piece training collection combining Myprotein's digital fitness audience with Champion's century-old sportswear heritage, sold exclusively through the DTC platform.
• Myprotein Licensed Protein Food-to-Go (with Greencore) Protein-enriched fresh food-to-go products including salads and wraps, developed through a licensing partnership with Greencore for distribution through offline UK retail.
• Müller x Myprotein High-Protein Yogurts & Desserts High-protein yogurts and desserts developed in partnership with Müller Yogurt & Desserts, combining dairy expertise with Myprotein's sports nutrition credentials in HFSS-compliant formulations.
• Nutrition Bundles & Starter Packs Curated product bundles including Everyday Active Bundle, Get Stronger Bundle, Elite Build Bundle, and Impact Protein Bundle offering savings on complementary nutrition products.

Quantifiable outcome

• 8x higher conversion rate with AI Shopping Assistant (Google Cloud pilot)
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Google CloudflagshipTechnology or Integration · 17 June 2026THG Ingenuity collaboration with Google Cloud to launch AI Shopping Assistant powered by Google Cloud's Gemini Enterprise Agent Platform. Early pilot data from Myprotein shows 8x higher conversion rate, 20.8% uplift in average order value, and 5.5x increase in first-time buyer conversion rates. Represents significant advancement in personalized ecommerce.
• ChampionflagshipStrategic or Co-development Partner · 1 April 2026Limited-edition 11-piece training collection combining Myprotein's digital fitness audience with Champion's century-old sportswear heritage. Sold exclusively through Myprotein's direct-to-consumer platform. Most high-profile activewear partnership to date as THG pushes deeper into health and wellness market beyond core nutrition.
• GreencorecoreOEM/ Whitelabel/ Licensing Partner · 12 February 2026Licensing partnership to launch protein-enriched food-to-go products including salads and wraps. Greencore provides fresh, ready-to-eat food production expertise and UK distribution. Strategy targeting 100,000 offline retail doors. Expected to sell 60+ million licensed products in 2026 (up from 43 million in 2025).
• International Health, Sports & Fitness Festival (IHFF)minorGTM or Marketing Partner · 29 May 2025Exclusive Hydration Partner for IHFF 2025 held in Delhi from May 30 to June 1, 2025. Partnership aims to support athletes and enthusiasts with hydration and fitness products during the event featuring diverse professionals and activities.
• Müller Yogurt & DessertscoreOEM/ Whitelabel/ Licensing Partner · 7 September 2024Partnership to launch high-protein yogurts and desserts targeting health-conscious consumers. Combines Müller's dairy expertise with Myprotein's sports nutrition credentials. HFSS-compliant products positioned to make protein products approachable for everyday consumers rather than just elite athletes.
• KeventersminorOEM/ Whitelabel/ Licensing PartnerCollaboration product - Myprotein x Keventers protein beverage sold on Indian platform. Example product listed at ₹4,599 (was ₹4,999). Represents localized Indian market partnership for protein-enriched beverages.

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Myprotein
• Facebookfacebook.com/MyproteinIN
• LinkedInlinkedin.com/company/myprotein

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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