THG Nutrition extends Mars Wrigley partnership
Myprotein has announced the next chapter in its official partnership with Mars Wrigley, with the launch of Bounty Impact Whey Protein.
The launch represents a further milestone in THG’s strategy to build Myprotein into a truly omnichannel, multi-category brand – deepening its retail and licensing footprint beyond its core direct-to-consumer offering.
Driving omnichannel growth and licensing scale
The Bounty collaboration is the third product launch under the Mars Wrigley licensing agreement, following the successful introductions of Snickers and Mars Impact Whey Protein. It reflects THG Nutrition’s accelerating licensing momentum: the Group sold over 43 million licensed products in FY2025, with licensed product sell-in expected to exceed 60 million units during 2026.
Consistent with THG’s ‘6-aisle strategy’, which aims to integrate Myprotein into every part of consumers’ daily lives, Bounty Impact Whey Protein will be available online and through major grocery retail partners, building on Myprotein’s presence in over 40,000 retail doors globally.
Licensing partnerships, including those with Mars Wrigley, Müller, Iceland, and Greencore, form a central pillar of Myprotein’s evolving commercial model, extending the brand into new categories and reaching consumers through new channels at scale.
Bounty Impact Whey Protein delivers 20g of high-quality whey protein per serving at just 113 kcal, combining the iconic coconut and chocolate flavour of Bounty with Myprotein’s bestselling Impact Whey formula. The shake is low in both fat and sugar, supporting muscle growth and maintenance. The product is certified by both Informed Choice and Informed Protein, independently verifying quality, purity and protein content.
The product is available in two formats: a 15-serving size at £16.99 and a 31-serving size at £30.99.
Neil Mistry, CEO of THG Nutrition, said: “Through our continued partnership with Mars Wrigley, we keep finding new ways to bring together the flavours people love and the nutrition they need. Bounty is an iconic taste, and we’re proud to bring that to life in a high-quality whey protein.”
“At Myprotein, we never stop innovating. The addition of Bounty to our Impact Whey range is another exciting step forward, and we’re confident it’ll resonate strongly with our customers – both for its nutritional credentials and that unmistakable coconut and chocolate flavour.”
Kerry Cavanaugh, general manager for Mars Drinks and Treats, commented: “The Bounty brand has enjoyed an incredible resurgence in popularity over the past few years, with one in five consumers now declaring Bounty as their favourite confectionery bar. With coconut flavoured protein products also continuing to grow in popularity, introducing Bounty to the Myprotein portfolio of Mars Wrigley branded products will offer consumers the perfect blend of our much-loved familiar chocolate coconut taste, combined with Myprotein’s trusted impact whey formula.
