Exclusive: THG’s pureplay sports nutrition line, Myprotein has struck a new retail partnership with health and wellness retailer Holland & Barrett as it looks to capture the offline market, Retail Week can reveal.
Holland & Barrett will launch 30 new Myprotein lines, including five retail exclusive products in the Origins range. The full range of products includes protein, clear whey isolate, creatine, pre-workout, vegan protein super blends, collagen powder as well as the newly launched Myprotein snacks.
Customers can access the products across the majority of Holland & Barrett stores as well as on the retailer’s ecommerce website beginning from the end of September.
This comes after Myprotein launched its snacks and treats range in over 300 WHSmith shops in July, as part of its strategy to expand into offline retail.
The pureplay nutrition line is undergoing a rebranding as it looks to expand its customer base with in-store FMCG products, such as its latest partnership with Muller.
THG chief executive, Matthew Moulding said on LinkedIn: “We’ve seen great success building Myprotein into the world’s No1 online sports nutrition brand, but to crack the global offline retail and convenience market to the same degree required a brand re-positioning.
“Offline retail and convenience are huge markets, much bigger than online nutrition is today, and one we’ve barely addressed in the past. Positioning Myprotein for this market is a huge opportunity given our brand strength and global following.”
THG Nutrition, chief executive, Neil Mistry said:”Our growth in the retail space over the past year has been extraordinary, and we’re thrilled to announce our partnership with a respected name like Holland & Barrett. This collaboration represents a significant milestone in our mission to become the world’s leading health movement.
“At Myprotein, the entire shopper journey is central to our ethos. We are committed to making our products accessible and impactful for everyone, breaking down barriers in the sports nutrition market. This expansion into Holland & Barrett not only amplifies our reach but also allows us to challenge misconceptions and empower individuals on their health journeys. Our innovative, high-quality ranges are designed for anyone with a healthy intention, and we’re eager to inspire a new audience through this partnership. Together, we’re redefining what it means to live a healthier, more active lifestyle.”
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