Myprotein is introducing doughnut-flavored protein powders through a collaboration with Krispy Kreme, bringing the taste of its Original Glazed Doughnut into sports nutrition. The collection features Impact Whey Protein Milkshake and Impact Whey Isolate Milkshake, offering consumers two options inspired by the recognizable bakery treat. The featured whey protein milkshake provides 20 grams of protein per scoop, with 116 calories and low fat content. Both products combine familiar dessert flavors with the convenience of powdered protein supplements.
The partnership allows Myprotein to differentiate its supplement offerings through an established confectionery brand while appealing to consumers seeking enjoyable protein options. For Krispy Kreme, the collaboration extends its signature flavor beyond traditional doughnuts into functional nutrition. By combining recognizable branding with nutritional benefits, both companies can reach new audiences and encourage interest across fitness and lifestyle markets.
Image Credit: Myprotein
What Makes This Trend Stand Out
- Dessert-inspired Nutrition
- Indulgent flavor profiles in high-protein formats create white space for brands to merge treat-based cravings with everyday wellness routines.
- Branded Flavor Licensing
- Iconic food identities moving into adjacent categories signal new potential for consumer recognition to accelerate trial in functional products.
- Lifestyle Protein Formats
- Protein powders positioned around enjoyment rather than strict performance broaden relevance among casual wellness consumers and flavor-led shoppers.
Sectors Adopting This
- Sports Nutrition
- Dessert collaborations introduce differentiation in a crowded supplement market by linking functional benefits with familiar taste experiences.
- Confectionery
- Legacy sweet brands extending into wellness-adjacent products reveal opportunities to translate signature flavors into more permissible consumption occasions.
- Functional Foods
- Hybrid products that combine recognizable indulgence with measurable nutrition benefits reflect growing demand for convenient, better-for-you alternatives.
