Myprotein
Sports nutrition brand
Last updated October 14, 2026
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Overview
Myprotein is a British sports-nutrition brand founded in 2004 by entrepreneur Oliver Cookson. It began as a digitally native business focused on selling nutritional supplements online, using a direct-to-consumer model to offer a broad range of products at accessible prices. Its early proposition was closely associated with protein powder and bodybuilding, but the brand subsequently broadened its audience to include recreational exercisers, athletes, people pursuing weight-management goals, and consumers interested in everyday health and wellness. The brand’s portfolio has expanded beyond its original protein focus. Core categories include whey and plant-based protein powders, protein bars and other high-protein foods, amino acids, creatine, carbohydrate products, vitamins, minerals, functional blends, ready-to-drink beverages, and selected exercise apparel and accessories. Related THG nutrition brands and product families have also helped extend the proposition into areas such as vegan nutrition and vitamins. Impact Whey Protein is among the products most closely associated with the brand, while Myprotein has also developed products aimed at convenience, lower sugar intake, vegetarian and vegan diets, and broader active lifestyles. Myprotein’s growth has been strongly linked to e-commerce, performance marketing, promotional pricing, social-media content, athlete partnerships, and influencer-led community building. The company has used educational and motivational content to make sports nutrition appear less exclusive to competitive bodybuilders and more relevant to younger consumers, women, beginners, and people incorporating fitness into ordinary routines. Its online-first model enabled it to test products, communicate directly with customers, and expand across international markets before increasing its presence in physical retail. In 2011, The Hut Group, now THG plc, acquired Myprotein in a transaction reported by contemporary business coverage at approximately £58 million to £60 million. The acquisition placed the brand within THG’s wider digital commerce and beauty-and-wellness structure and provided additional technology, logistics, and international capabilities. Cookson joined THG’s board and took responsibility for the group’s lifestyle division after the transaction. Myprotein remains a THG nutrition brand rather than a separately listed company. The brand has continued to pursue international growth and channel diversification. Campaign activity has included television advertising in the United Kingdom, social and influencer marketing, product-led digital campaigns, and retail expansion in the United States. A Walmart launch represented a significant move into large-scale offline retail, complementing the brand’s direct website and other digital channels. Myprotein has also experimented with product innovation, including Whey Forward, a fermentation-derived whey product made without animals or lactose, and campaigns designed to connect sustainability and nutrition with younger audiences. Myprotein’s current positioning combines sports performance, convenience, affordability, and a wider wellness identity. Its competitive model relies on extensive product choice, online distribution, frequent promotional activity, localized marketing, and a large community of athletes, creators, and customers. Available reference material does not establish a separate current headquarters, current chief executive, or a complete list of operating countries, so those fields are left unspecified. In 2011, The Hut Group, now THG plc, acquired Myprotein in a transaction reported by contemporary business coverage at approximately £58 million to £60 million. The deal brought the brand into THG’s digital commerce and wellness structure, and Oliver Cookson joined THG’s board and led its lifestyle division. Myprotein thereafter operated as a THG brand and was not separately listed.
History
Myprotein was established in the United Kingdom in 2004 by Oliver Cookson as an online sports-nutrition business. The company’s early model emphasized selling supplements directly to consumers rather than relying primarily on specialist stores. This approach allowed it to offer a large assortment of products, use digital marketing and promotional pricing, and build customer relationships through its own website. Protein powder was the central category, supported by products such as amino acids, carbohydrates, bars, and other training-related nutrition. The brand grew by addressing a market that was expanding beyond elite athletes and dedicated bodybuilders. Its communications increasingly presented supplementation as compatible with ordinary fitness routines and wider health goals. Social content, athlete endorsements, educational material, and community activity helped Myprotein appeal to younger consumers and to women and beginners who might not identify with traditional bodybuilding imagery. The business also developed products for vegetarian and vegan consumers and added adjacent wellness categories through the broader THG nutrition portfolio. A major corporate turning point came in 2011, when The Hut Group acquired Myprotein. Contemporary reports placed the transaction at approximately £58 million to £60 million. The deal gave THG an entry into sports nutrition and combined Myprotein’s specialist brand and customer base with THG’s e-commerce, technology, logistics, and international infrastructure. Cookson joined THG’s board and led the group’s lifestyle division following the sale. Myprotein thereafter operated as a THG brand and was not separately listed. Marketing developed from digital commerce into a broader communications program. In 2012, Myprotein launched its first television advertisement in the United Kingdom, using Sky Sports and Sky Sports News and complementing the campaign with London Underground placements. The brand also maintained sports partnerships, including a relationship with 400-metre hurdler Dai Greene. Later activity placed greater emphasis on social platforms, creators, user-generated content, and influencer communities, helping the company communicate product benefits and fitness advice at scale. Product innovation has been another feature of the brand’s development. In 2022, Myprotein introduced awareness activity for Whey Forward in the United States. The product used fermentation technology supplied by Perfect Day to make whey without conventional animal-derived dairy production and was presented as lactose-free. This initiative extended the brand’s range into alternative production methods and connected sports nutrition with sustainability and food technology. Myprotein has also pursued a multi-channel international strategy. Although its online direct-to-consumer operation remains central, the Walmart launch in the United States signaled a substantial move into mass retail. The accompanying marketing combined digital media, paid search, social channels, and out-of-home advertising. This shift reflects the brand’s effort to reach consumers who discover sports nutrition in mainstream retail as well as through specialist websites. The brand’s present identity is therefore broader than its original supplement-focused proposition. Myprotein combines performance nutrition, convenient high-protein foods, vitamins, plant-based options, activewear, and lifestyle-oriented communications. It remains associated with value, product breadth, digital accessibility, and fitness-community engagement. The available material does not reliably identify a current standalone chief executive, a definitive headquarters address, or a complete global market list, and those details require further verification.
- 2022
Whey Forward campaign and launch
[5]Myprotein promotes a fermentation-derived, animal-free whey product in the United States through a product-focused digital campaign.
- 2021
#ImpactWeek campaign
[4]The brand runs a health-focused social campaign for younger consumers and introduces several nutrition products.
- 2012
First television advertising campaign
[3]Myprotein expands beyond online advertising with a UK television campaign on Sky Sports and Sky Sports News.
- 2011
Acquisition by The Hut Group
[2]The Hut Group acquires Myprotein in a transaction reported at approximately £58 million to £60 million, bringing the brand into THG’s digital commerce and wellness structure.
- 2004
Myprotein is founded
[1]Oliver Cookson establishes Myprotein as a British online sports-nutrition business.
Walmart retail expansion
[6]Myprotein launches in Walmart in the United States as part of a strategy to complement direct-to-consumer sales with mainstream physical retail.
Products and positioning
Accessible, digitally native sports nutrition and active-lifestyle products for athletes, recreational exercisers, and wellness-oriented consumers.
Whey protein
Impact Whey Protein
A core Myprotein protein-powder line associated with the brand’s original sports-nutrition proposition. It is marketed for use around training or as a convenient way to increase daily protein intake and is available in multiple flavors and package formats.
Whey protein isolate
Impact Whey Isolate
A whey-isolate offering positioned toward consumers seeking a concentrated protein product. It sits within Myprotein’s performance range and is designed for mixing into drinks or incorporating into nutrition routines.
Animal-free whey protein · 2022
Whey Forward
A ready-to-mix protein powder made using fermentation technology rather than conventional animal-derived dairy production. The product was developed with Perfect Day and promoted as animal-free and lactose-free, with sustainability benefits highlighted in its launch communications.
Protein snacks and foods
Myprotein bars and high-protein foods
A range of convenient foods including protein bars and other high-protein snacks. These products extend the brand beyond powders and are intended for portable consumption before or after exercise or as part of everyday eating.
Vitamins and supplements
Myprotein vitamins and sports supplements
The broader supplement portfolio includes amino acids, creatine, carbohydrates, vitamins, minerals, functional ingredients, and blended formulas. The range supports different training and wellness goals rather than a single bodybuilding use case.
Marketing campaigns
- 2022Whey Forward — Animal-free. Power-full.
United States and global digital channels
Creative agency Troup developed an animated digital spot introducing younger US consumers to Whey Forward, a fermentation-derived whey powder made with Perfect Day’s technology. The campaign emphasized animal-free production, lactose-free formulation, and environmental advantages.
Outcome. The work supported the launch and awareness of a novel alternative-dairy protein product.
- 2021#ImpactWeek
India and digital international audiences
A campaign running from 21 to 31 May used brand ambassadors’ social channels to discuss healthy lifestyles, protein intake, balanced nutrition, and supplementation. It also introduced products including Vegan Carb Crusher and turmeric-related wellness products.
Outcome. The campaign was designed to strengthen engagement with Gen Z and broaden the brand’s health positioning.
- 2012First TV advertising campaign
United Kingdom
Myprotein’s first television campaign ran on Sky Sports and Sky Sports News and was supported by London Underground advertising. The activity marked a move from an overwhelmingly digital and specialist-supplement profile toward broader mass-media awareness.
Outcome. The campaign supported the brand’s stated ambition to become a leading UK sports-nutrition brand.
- Walmart US retail launch campaign
United States
Myprotein supported its Walmart launch with a summer campaign spanning digital advertising, paid search, social media, and out-of-home placements. The activity presented the retail launch as part of a wider combination of physical retail and direct-to-consumer distribution.
Outcome. The campaign supported the brand’s expansion into mainstream US retail.
Brand decisions
2022
Launch of Whey ForwardProduct launchBackground
Myprotein sought to extend protein innovation toward alternative production methods and appeal to consumers interested in animal-free and lower-impact food technologies.
Action taken
The brand launched and promoted Whey Forward, a fermentation-derived whey product developed with Perfect Day and positioned as animal-free and lactose-free.
Aftermath
The launch broadened Myprotein’s innovation narrative beyond conventional dairy protein and gave the brand a product platform for sustainability-focused communications.
2011
Sale of Myprotein to The Hut GroupM&ABackground
Myprotein had grown as an online sports-nutrition business and The Hut Group was seeking to expand its health and beauty offering and international commerce platform.
Action taken
The Hut Group acquired the brand in a cash-and-shares transaction reported by contemporary sources at approximately £58 million to £60 million. Oliver Cookson joined THG’s board and led its lifestyle division.
Aftermath
Myprotein became part of THG’s nutrition and wellness portfolio, gaining access to THG’s technology, logistics, and international infrastructure.
Reported acquisition consideration. Approximately £58 million to £60 million (2011 transaction)
- Expansion into mainstream physical retailStrategy
Background
Myprotein’s historical strength was direct-to-consumer e-commerce, while wider availability in physical stores could improve discovery and reach consumers outside specialist fitness websites.
Action taken
The brand launched through Walmart in the United States and supported the move with an integrated advertising campaign.
Aftermath
The initiative marked a broader omnichannel strategy combining retail distribution with the brand’s existing digital and direct-sales channels.
Recent events
MyProtein offers limited-edition Black Friday products[7]
Reported:
MyProtein offered limited-edition products for Black Friday, including Ruby Chocolate Impact Whey Protein, Eddie Hall Raspberry Ripple THE Pre-Workout, and Ruby Chocolate Vegan Protein Blend.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
MyProtein offers 50% off its website for Black Friday[7]
Reported:
MyProtein offered 50% off all items on its website with checkout code ‘BLACK’; orders over £10 qualified for free delivery. The article stated that no end date was advertised.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Myprotein launches BeNu meal-replacement brand[8]
Reported:
Myprotein launched BeNu, a meal-replacement brand offering classic and vegan powders in three flavours.
Sources8 sources
- 1Hut Group buys Myprotein in £60m dealmanchestereveningnews.co.uk
- 2The Hut acquires Myprotein.com for £58mretail-week.com
- 3Myprotein unveils first TV adthedrum.com
- 4Myprotein launches #ImpactWeek campaignpassionateinmarketing.com
- 5Global Nutrition and Supplements Brand Myprotein Taps Indie Agency Troup for Product Launchlbbonline.com
- 6Myprotein Launches in Walmart in Major US Retail Pushthg.com
- 7MyProtein 推出黑五限量版产品ealingtimes.co.uk
- 8Myprotein推出BeNu代餐品牌thegrocer.co.uk
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