Myprotein and Greencore join forces to capture “high-frequency” convenience sales

Myprotein, the global leader in online sports nutrition, has signed a landmark licensing deal with Greencore, a UK manufacturer of convenience foods.

The partnership will see the launch of a new range of protein-rich “food-on-the-go” items, including salads and wraps, set to hit Sainsbury’s supermarkets and convenience stores nationwide.

The collaboration represents a significant step in Myprotein’s strategy to shift from a digital-first brand to an “omnichannel” powerhouse. By moving into the chilled aisle, Myprotein is targeting the high-frequency consumption habits of the modern commuter and health-conscious shopper.

The partnership is driven by a convergence of shifting consumer behaviours and aggressive retail expansion goals.

A key driver for the deal is the surging demand from consumers using GLP-1 weight-loss medications (such as Ozempic and Mounjaro). These users are often advised to prioritize high-quality protein to maintain muscle mass during rapid weight loss. Neil Mistry, CEO of THG Nutrition (Myprotein’s parent company), noted that the range is specifically designed to meet the needs of this demographic, as well as broader trends toward “cleaner” and more functional nutrition.

Myprotein is in the midst of a massive physical retail push, aiming for a footprint of 100,000 distribution points (doors). By partnering with Greencore—which manages the complex logistics of daily fresh food delivery — Myprotein can penetrate the high-visibility convenience channel that its traditional powders and bars cannot reach.

The partnership allows both brands to play to their strengths:

• Myprotein provides global brand recognition and a “trusted” health halo.
• Greencore brings industrial-scale manufacturing and a distribution network capable of maintaining a 99% service level across fresh supply chains.

“Food-to-go represents a high-frequency, high-visibility consumption occasion,” a Myprotein spokesperson stated. “It broadens consumer touchpoints beyond the gym and home.”

This deal follows a highly successful 2025, during which Myprotein sold over 43 million units through licensing agreements with giants like Müller, Iceland, and Jimmy’s Coffee. With the addition of Greencore’s fresh food range, the brand is on target to exceed 60 million licensed products sold in 2026.

The initial rollout of salads and wraps at Sainsbury’s is expected to be just the beginning, with both companies indicating that the partnership has the “scope to expand” into other food formats and meal profiles in the near future.