Iceland Foods and Myprotein have expanded their fast‑growing retail partnership with the launch of 25 new high‑protein products, marking one of the most significant range updates since the collaboration began in January 2023.

The move strengthens Iceland’s position in functional frozen food and reflects surging consumer appetite for high‑protein meals that deliver convenience without compromising on taste.

A two‑phase rollout shaped by consumer insight

Eighteen products landed in stores on 1 September, with a further seven arriving on 6 October. The launch spans ready meals, takeaway‑inspired dishes, savoury snacks, desserts and breakfast formats — a deliberate push to broaden the partnership beyond its original frozen ready‑meal core.

At the centre of the update is Myprotein’s new Mega Protein range, the brand’s highest‑protein offering to date. Four 600g meals deliver between 83g and 92g of protein per portion, directly responding to customer insight showing that 89% of shoppers expect 75g+ in a “Max Protein” tier. The range is positioned to meet demand from consumers seeking substantial protein intake in a single, convenient meal occasion.

The launch also introduces eight new Takeaway products — high‑protein “fakeaway” versions of popular flavours — alongside new savoury lines such as Tandoori Chicken Koftas, Chicken Sausages and Egg Bites.

A partnership built on scale, momentum and repeat demand

Since its inception, the Iceland–Myprotein partnership has delivered more than 140 products and sold over 40 million units, making it one of the most successful functional‑nutrition collaborations in UK retail. The latest additions take the total number of products launched to around 170, reinforcing the brands’ shared strategy of rapid innovation and category expansion.

Retail sales through the partnership grew 26% year on year in 2025, while Myprotein now holds the second‑largest share of frozen brands at Iceland. Distribution has also widened significantly: products developed through the partnership are now sold across nearly 1,400 retail locations, including Iceland, The Food Warehouse, SPAR and The Range, with further expansion planned.

Meeting demand for protein‑led convenience

Lauren Metcalfe, frozen category director at Iceland Foods, said: “The response to the Myprotein range has been exceptional, with millions of products sold and growing demand from shoppers looking for high‑protein meal solutions that don’t compromise on convenience or taste.

These 18 new additions bring even more choice to customers, including products with up to 92g of protein per portion. Bringing innovation to our shelves is a big part of what we do, and we’re excited to continue expanding the range across our stores, helping make high‑protein nutrition more accessible than ever.”