MyProtein gains Co-op listings

MyProtein gains Co-op listings

Sports Nutrition brand, Myprotein, is launching into the grocery sector with its first listing in Co-op stores.

Available on shelves nation-wide will be its Birthday Cake flavour 6 Layer Bar, a Double Chocolate and Caramel Filled Protein Cookie, and the Carb Crusher in Fudge Brownie flavour.

The Layered Bar has six layers and contains over 20g of protein.

The Carb Crusher a triple-layered protein bar, topped with crunchy crispies and coated in chocolate. Each bar contains 23g of protein while being low in sugar, and is loaded with additional ingredients such as essential minerals magnesium and zinc, to support customers’ wellbeing.

The Double Chocolate and Caramel Filled Protein Cookie, has a gooey caramel centre, chocolate chips and a rich dough, with 20g of protein and less than 1g of sugar.

The RRP for all three products will be £2.50.

Matthew Moulding, founder and CEO of THG, said: “The Sports & Nutrition category has experienced considerable growth over the past three years as high protein bars and snacks have diversified beyond its core audience. As we see a shift in consumer attitudes towards protein and a bigger focus on lifestyle choices, sports and nutrition has become less niche and now appeals to more mainstream shoppers.

“This change in consumer behaviour is something we have seen through our online audience and the demand for our bars and snacks in an easily accessible on-the-go format is in higher demand than ever as people see them playing a role as a healthy alternative to traditional confectionery. Launching into retail presents the perfect opportunity to cater to those consumer demands and move beyond that to a broader audience.”

For Myprotein, this is the first of several potential roll-outs in the retail space, with further formats also being developed.

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