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THG's Myprotein ramps up offline offering with new Mars deal
(Sharecast News) - Ecommerce group THG has announced that its Myprotein brand has agreed a new partnership with American food giant Mars to collaborate on a new range of Snickers-flavoured protein powders.
From Thursday, Snickers and Snickers White Impact Whey Protein will be available online through Mrprotein's website and at major UK retailers. Other Mars brand varieties are expected to be launched in the future.
This is the latest in a series of brand collabs for Myprotein, following deals with names like Müller, Iceland, Chupa Chups, Vimto and Jimmy's Coffee, which THG says have expanded its presence in offline retail and licensing, as well as opening the products up to new consumer groups across lifestyle and nutrition categories.
Myprotein is targeting the sale of 45m units globally through over 40,000 retail outlets by the end of 2025.
THG chief executive Neil Mistry said the deal with Mars offers a "clear point of difference in the market, offering consumers genuine brand partnerships that deliver both quality and credibility".
"At Myprotein, we're continually pushing the boundaries of innovation; from flavour development to new formats and breakthrough formulas, ensuring we stay at the forefront of the industry and continuing to set the standard for what modern nutrition can be."
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