Myprotein announces partnership with Iceland Foods

Myprotein, the world’s largest online sports nutrition brand, has signed a landmark licensing agreement with Iceland Foods which will see a new range of Myprotein frozen ready-meals and desserts stocked in 1,000+ Iceland stores from early 2023.

The five-year partnership covers Iceland stores in the UK, international franchises and online, and marks the first time Myprotein has agreed to license out the brand.

The partnership will see Myprotein and Iceland jointly develop a new Myprotein product range, including fully prepared meals, pizzas, wraps, ingredients, desserts & ice cream. All high in protein and nutritionally balanced.

Iceland, the second largest frozen food retailer by market penetration, was selected as a partner given its reputation for the highest product quality, its UK & European consumer reach with 96% UK coverage, and its award-winning track record as a licensing partner.

Myprotein’s licensing strategy further builds non-digital channel brand awareness and product range expansion.

“Given the international consumer reach of the Myprotein brand and the breadth and scale of the global nutrition market, we are always looking for potential partnership opportunities,” the spokesperson added.

Andrew Staniland, trading director at Iceland Foods, said this is an exciting time for both brands to bring an entirely new category to an expanding exclusive brands roster.

“The product range we are developing together will offer both Iceland and Myprotein customers high-quality meals, ingredients and ice creams to rival any other range already available on the market, Stanilandv said. “Iceland has a proven track record of working with household names to deliver exceptional products, and this partnership is no different. We look forward to our future with Myprotein and can’t wait for our customers to experience the range first-hand.”

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