THG protein business strikes Snickers branding deal with Mars
THG PLC on Monday announced a partnership agreement with Mars Inc to bolster presence of THG’s Myprotein in both offline retail and licensing.
Manchester, England-based online retailer said the pact between its sports nutrition brand Myprotein and Mars, a McLean, Virginia-based confectionery company, will see the launch of a new range of Snickers-flavoured protein powders online and in store.
From Thursday, Snickers and Snickers white impact whey protein will be available on myprotein.com and through major UK retailers. Further Mars brand varieties will follow.
The partnership also will see Mars branded protein bars range available through Myprotein websites.
THG noted the agreement adds Mars to a ‘growing’ list of international collaborations for Myprotein, which already includes Muller, Iceland, Chupa Chups, Vimto and Jimmy’s Coffee.
‘These partnerships have seen the brand enter new markets alongside established category leaders, helping to bring Myprotein products to a wider audience across multiple lifestyle and nutrition categories,’ THG said.
THG has ambitions to grow its presence in offline retail and licensing, targetting to sell 45 million units globally through over 40,000 retail doors by the end of 2025.
THG Nutrition Chief Executive Neil Mistry said the collaboration brings together ‘two trusted brands: combining Myprotein’s expertise in sports nutrition with Mars’ iconic flavours.’
Shares in THG were up 3.0% to 46.36 pence each in London on Monday morning.
Kerry Cavanaugh, general manager for Mars Drinks and Treats, said: ‘As protein products remain the fastest growing segment of the protein market with a projected [compound annual growth] of 7% between 2024-2029 in the UK, Myprotein is the perfect partner for us to introduce more online shoppers to our range of Mars branded protein products.’
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