Myprotein is accelerating its expansion strategy into brick-and-mortar channels by announcing a strategic partnership with Greencore, a leading British manufacturer of fresh convenience foods. The agreement includes the launch of a new range of Myprotein-branded ready-to-eat products, marking a further step in its diversification beyond e-commerce, the brand's historic core business.
The collaboration will bring a line of protein-enriched salads and wraps to the shelves, with the potential for future expansion to other formats and nutritional profiles. The products will be distributed in Sainsbury's supermarkets and convenience stores, ensuring visibility in one of the leading players in British retail.
The move is part of Myprotein's so-called "6-aisle strategy," which aims to cover multiple product categories through licensing agreements with best-in-class industry partners. The stated goal is to reach 100 stores globally, structurally expanding its offline presence and strengthening its penetration of the convenience channel.
The food-to-go segment represents a high-frequency, high-exposure consumption opportunity, complementing Myprotein's current portfolio, which includes protein powders, bars, snacks, dairy products, and ready-to-drink products. The entry into the fresh, ready-to-drink segment expands consumer touchpoints, capturing consumption moments outside the home and not necessarily related to gym activity.
In 2025, licensing agreements with industry players such as Müller, Iceland, and Jimmy's Coffee generated over 43 million units sold at retail. By 2026, the group expects to exceed 60 million units sold, consolidating a model that combines global brand equity and the partners' specialized manufacturing expertise.
According to Neil Mistry, CEO of THG Nutrition, the partnership with Greencore strengthens Myprotein's global leadership in sports nutrition, complementing its expertise in the production and distribution of fresh, ready-to-eat foods. The range responds to the growing demand for high-protein products, driven by consumers using GLP-1 and a shift toward cleaner, more functional formulations.
On the industrial side, Greencore provides production capacity, logistics expertise, and a widespread presence in the convenience channel in the UK, at a time when demand for convenient and balanced nutritional solutions continues to grow.
For the B2B market, the operation confirms the convergence between sports nutrition and convenience food, with co-branding and licensing models increasingly central to rapidly scaling adjacent categories, maximizing distribution, and promoting highly recognizable brands in new moments of consumption.
