Myprotein and Greencore have announced a new partnership that will see the two brands working together to craft a high-protein lineup of food items that prioritize convenience as well as nutrition.
The product range will see protein-enriched wraps and salads headed to Sainsbury's and convenience stores in the UK, and comes as the first step in what's hoped to be the bringing of many new launches. The products respond to consumer demand for convenient foods with a high protein level as a way to support athletic endurance, weight loss and greater satiety.
CEO of THG Nutrition Neil Mistry spoke on the Myprotein and Greencore partnership saying, "This collaboration is another step in Myprotein’s global leadership across sports nutrition, adding Greencore’s expertise in creating and distributing fresh, on-the-go food to our growing list of partners. This partnership not only widens the reach of the Myprotein brand offering, but it also brings further significant penetration into offline channels.”
What's Driving This Trend
- Protein-enriched Convenience Foods
- Ready-to-eat items with elevated protein content that meet on-the-go lifestyle needs and shift consumer expectations for everyday convenience offerings.
- Sports-nutrition to Mainstream
- The integration of performance-oriented formulations into mass-market retail SKUs that broadens appeal beyond athletes to general wellness and weight-management shoppers.
- Brand-manufacturer Co-branded Ranges
- Collaborative product lines between nutrition brands and fresh-food manufacturers that combine formulation expertise with large-scale food production and distribution.
Who This Affects Most
- Retail Grocery and Convenience
- Supermarkets and c-stores experiencing category evolution as shelf space and merchandising strategies adapt to high-protein ready meals and single-serve formats.
- Food Manufacturing and Co-packing
- Fresh-food processors and co-packers facing demand for scalable protein fortification, rapid SKU development, and cold-chain capabilities for perishable enriched products.
- Sports Nutrition and Wellness
- Supplement and wellness brands expanding into prepared foods and ready meals to capture everyday consumption occasions alongside traditional powder and bar formats.
