THG has secured a licensing agreement for its Myprotein brand with manufacturing group Greencore, strategically aiming to cater to consumers utilizing GLP-1 weight-loss injections.
As part of this collaboration, Greencore will develop a range of Myprotein-branded food-to-go products, with an initial offering of “protein-enriched” salads and wraps. This initiative is designed to align with growing trends in the food and beverage industry, particularly for consumers seeking convenient and nutritious options as part of their health and fitness goals.
In a statement issued on February 12, THG emphasized its objective of providing shoppers with “convenient, nutritious meals that align with their fitness and healthy lifestyle goals.” The partnership also opens avenues for exploring additional product profiles and formats.
Neil Mistry, CEO of THG Nutrition, remarked, “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.” He added that the product line is responsive to the increasing demand among GLP-1 consumers, as well as the growing preference for cleaner nutrition paired with protein-rich snacks.
These products will be made available through Sainsbury’s supermarkets and convenience stores, expanding Myprotein’s reach within the competitive food and drink business landscape.
In addition to this partnership, another UK retailer, Morrisons, recently announced the introduction of GLP-1 friendly ready meals under a licensing agreement with sports nutrition group Applied Nutrition, showcasing emerging consumer trends in health-focused food options.
The collaboration with Greencore aligns with Myprotein’s broader strategy to enhance its offline and licensing presence, targeting over 100,000 distribution points. THG aims to exceed sales of 60 million licensed products this year, a substantial increase from 43 million in 2025. Mistry added, “Following a strong start to the year across our licensed ranges, we expect to significantly build on last year’s performance, with the brand on target to sell in over 60 million licensed products in 2026, up from 43 million in 2025.”
This partnership marks THG’s latest licensing strategy for its nutrition brands, following successful deals with Muller, Iceland, and Jimmy’s Coffee. Notably, in November, THG reached an agreement with Mars to introduce Snickers-flavored protein powders to the Myprotein portfolio. Furthermore, in August, THG signed a licensing deal with SG Safety Corp. to expand Myprotein’s distribution in South Korea.
Last month, Greencore completed its acquisition of Bakkavor after receiving approval from the UK competition watchdog in December. This consolidation within the food and beverage industry could signal further shifts and opportunities in the market, reflecting ongoing consumer trends in health-conscious eating.