THG has entered a strategic collaboration with Mars to introduce Snickers-flavored protein powders into the Myprotein portfolio, based in the UK.
Starting from 20 November, consumers can find Snickers and Snickers White Impact Whey Protein products at major UK retailers and THG’s online platform, as stated in a recent stock exchange filing.
This partnership will also feature Mars-branded protein bars, available exclusively on Myprotein’s website. THG indicated that additional Mars products would be launched, although specifics were not shared.
Further details from THG regarding the variety of products and their launch timelines associated with the Mars collaboration have been requested.
THG has previously signed similar Myprotein partnerships with brands such as Müller, Iceland, Chupa Chups, Vimto, and Jimmy’s Coffee.
The Mars collaboration aligns with THG’s broader strategy to enhance its portfolio of licensed products and expand into physical retail, targeting sales of 45 million units globally by the end of 2025.
Neil Mistry, CEO of THG Nutrition, stated, “This collaboration brings together two trusted brands: combining Myprotein’s expertise in sports nutrition with Mars’ iconic flavors that customers already know and love. It’s also a clear point of difference in the market, offering consumers genuine brand partnerships that deliver both quality and credibility.”
In August, THG entered its first licensing agreement in South Korea with SG Safety Corp., a subsidiary of CJ Group.
Under this agreement, Myprotein products—which include bars, snacks, powders, ready-to-drink items, and supplements—will be manufactured locally and rolled out into various offline channels in South Korea.
Kerry Cavanaugh, General Manager for Mars’ drinks and treats unit, emphasized, “This is a huge opportunity to bring new consumers to the category through the familiarity of our brands and their trusted taste,” adding that “protein products remain the fastest-growing segment of the protein market with a projected CAGR of 7% between 2024-2029 in the UK.”
THG operates two key consumer-facing businesses: THG Nutrition, which includes Myprotein, and THG Beauty. In 2024, the company spun off its tech platform, THG Ingenuity, into a standalone entity.
In April, THG’s board turned down an “unsolicited” and “largely unfunded” takeover proposal for Myprotein, estimated at £600m ($798.7m), citing that the offer was “undervalued.”