Sports nutrition brand enters grocery sector
US-based sports nutrition brand Myprotein is launching into the grocery sector via a listing at Co-op UK. The first three SKUs to hit grocery shelves have an RRP of £2.50.
Myprotein’s six-layer bar, in ‘birthday cake' flavour, is regarded the brand’s ‘most indulgent’ protein bar. It contains 20g protein and is designed to provide ‘guilt-free’ snacking to support fitness ambitions.
The ‘carb crusher’ triple-layered protein bar is topped with crispies and coated in chocolate. Each bar contains 23g protein as well as magnesium and zinc.
The Double Chocolate and Caramel Filled Protein Cookie contains 20g protein and less than 1g sugar. It has a ‘gooey caramel centre’ and contains chocolate chips in a rich dough.
According to founder and CEO of parent company The Hut Group Matthew Moulding, the time is ripe to launch protein bars into the conventional retail sector.
“The Sports & Nutrition category has experienced considerable growth over the past three years as high protein bars and snacks have diversified beyond its core audience. As we see a shift in consumer attitudes towards protein and a bigger focus on lifestyle choices, sports and nutrition has become less niche and now appeals to more mainstream shoppers.
“This change in consumer behaviour is something we have seen through our online audience and the demand for our bars and snacks in an easily accessible on-the-go format is in higher demand than ever as people see them playing a role as a healthy alternative to traditional confectionery.
Launching into retail presents the perfect opportunity to cater to those consumer demands and move beyond that to a broader audience.”
Image source: The Hut Group