Myprotein is bringing its Krispy Kreme partnership to the US with Protein Blend, giving American fans three doughnut-inspired flavors instead of the single UK option that started the tie-in. The expansion makes this release more than a straight market copy, as two of the flavors are exclusive to the US for now.
Chocolate Iced Doughnut and Strawberry Iced Doughnut carry the bigger change, pushing the line past a plain glazed profile into dessert flavors with more variety. Protein Blend is Myprotein's thicker, creamier powder format, and each serving delivers 25g of protein. It is available now in the US.
U.S.-exclusive flavors give Myprotein a reason to regionalize licensed products instead of repeating the same tie-in across markets. Keeping the same Protein Blend while changing the flavor set turns localization into a low-friction way to refresh a global collaboration.
Image Credit: Krispy Kreme
Part of the cluster
Functional Indulgence
Supplements are moving into snackable, flavored everyday formats
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Key Themes Behind This Trend
- Dessert-inspired Protein
- Indulgent bakery flavors in functional powders signal room for brands to merge treat-based cravings with everyday nutrition formats.
- Localized Licensing
- Regional flavor exclusives create differentiation within global partnerships while preserving the efficiency of shared product platforms.
- Creamy Functional Blends
- Texture-led protein formats reflect a shift toward sensory upgrades that make performance nutrition feel closer to premium beverages and desserts.
Where This Applies
- Sports Nutrition
- Flavor-led collaboration models expand the category beyond performance-focused consumers by making protein products more lifestyle-oriented.
- Snack Food
- Iconic dessert brands gain new relevance through functional adaptations that translate familiar indulgences into adjacent wellness occasions.
- Food and Beverage Licensing
- Market-specific product variations strengthen brand partnerships by allowing licensed launches to feel novel across different consumer regions.
