Myprotein signs five-year Iceland deal

Myprotein frozen prepared meals and desserts will be stocked in 1,000+ Iceland stores from early 2023 in the UK, international franchises and online. 

A spokesperson for Myprotein said: “We are delighted to announce this agreement with Iceland, a pre-eminent licensing partner helping drive range expansion for Myprotein consumers whilst providing Iceland’s customers with access to the highest quality, curated nutritional frozen food.   ​

International reach ​

“For over 15 years Myprotein has built a trusted reputation for delivering best-in-class nutritional product, convenience and value for money, which is especially important given the cost-of-living challenges faced by consumers. Given the international consumer reach of the Myprotein brand and the breadth and scale of the global nutrition market, we are always looking for potential partnership opportunities.” ​

The new range will be jointly developed by the two companies, which will include fully prepared meals, pizzas, wraps, ingredients, desserts and ice cream. 

Iceland Foods trading director Andrew Staniland added: “We are excited to partner with Myprotein and bring an entirely new category to our expanding exclusive brands roster. The product range we are developing together will offer both Iceland and Myprotein customers high-quality meals, ingredients and ice creams to rival any other range already available on the market. ​

Partnership potential  ​

“Iceland has a proven track record of working with household names to deliver exceptional products, and this partnership is no different. We look forward to our future with Myprotein and can’t wait for our customers to experience the range first-hand.” ​

Meanwhile, last month, a new study to test the effectiveness of plant-based proteins in supporting muscle health​​ has been launched by the University of Birmingham and sports nutrition firm Myprotein. 

The study will test Myprotein’s THE Plant blended plant protein supplement against other protein powders, including animal-based and single-source plant, to measure how well it supports muscle health.