THG boss Matthew Moulding has revealed a major new partnership between Myprotein and confectionery giant Mars as it continues its rapid global expansion.
Launching on 20th November, the first products from the collaboration – Myprotein x Snickers – will hit shelves just in time for Black Friday, with further tie-ins featuring Bounty, Mars and Twix set to follow soon after.
Moulding described being able to test the new products at home well ahead of launch as “one of the perks of the job”.
The Mars partnership is the latest move in Myprotein’s push into large-scale licensing agreements with world-leading brands.
It follows a year of rapid momentum that has seen the THG-owned business expand aggressively into offline retail and deliver double-digit growth across THG’s Nutrition division.
The collaboration also arrives just 12 months after it faced intense scrutiny over its global rebrand.
During THG’s 2024 Q3 trading update, critics branded the transition “the world’s worst rebrand”, with some asking whether the management team would be replaced.
Moulding said the comments “would sting” for the team, but ultimately became motivation.
A year on, the firm’s licensing strategy is now paying off and its offline presence has surged.
A partnership with Müller UK & Ireland, launched only last year, has already made Myprotein the UK’s number one protein dessert brand, generating retail sales of around £3 million a month and helping to double the size of the entire category.
The Mars deal represents another step in Myprotein’s shift from a pure-play online brand to a global FMCG player.
Moulding praised CEO Neil Mistry and the Myprotein leadership team for staying focused during the toughest phases of the rebrand and transformation.
“Twelve months ago, they took the hits and held their nerve,” he wrote.
“Today, they’re leading one of the most successful rebrands in UK business – proving the doubters wrong and standing proud.”