THG strikes Myprotein tie-up with Mars

THG has agreed a deal with Mars that will add Snickers-flavoured protein powders to the UK-based company’s Myprotein portfolio.

From 20 November, Snickers and Snickers White Impact Whey Protein products will hit shelves of “major UK retailers” and THG’s own online platform, the London-listed group said in a stock exchange filing.

The partnership also includes Mars-branded protein bars, which will be made available across Myprotein’s website. THG said additional Mars products will follow, without providing specific details.

Just Food has asked THG for more information on the types of other products and launch timings under the Mars’ tie-up.

THG added it has already entered similar Myprotein partnerships with Müller, Iceland, Chupa Chups, Vimto and Jimmy’s Coffee.

It said the Mars tie-up fits into its wider push into licensed products and physical retail, targeting sales of 45 million units worldwide by the end of 2025.

Neil Mistry, CEO of the wider THG Nutrition group, said: “This collaboration brings together two trusted brands: combining Myprotein’s expertise in sports nutrition with Mars’ iconic flavours that customers already know and love.

“It’s also a clear point of difference in the market, offering consumers genuine brand partnerships that deliver both quality and credibility.”

In August, THG signed its first licensing agreement in South Korea with SG Safety Corp., a subsidiary of conglomerate CJ Group.

Under the agreement, Myprotein products – including bars, snacks, powders, ready-to-drink items, and supplements – will be manufactured locally and rolled out into South Korean offline channels.

Kerry Cavanaugh, general manager for Mars’ drinks and treats unit, said: “This is a huge opportunity to bring new consumers to the category through the familiarity of our brands and their trusted taste,” adding that “protein products remain the fastest-growing segment of the protein market with a projected CAGR of 7% between 2024-2029 in the UK”.

THG operates two primary consumer-facing businesses: THG Nutrition, which includes Myprotein, and THG Beauty. In 2024, the company spun-off its tech platform, THG Ingenuity, into a standalone business.

In April, THG’s board rejected an “unsolicited” and “largely unfunded” takeover proposal for Myprotein from Selkirk to the tune of as much as £600m ($798.7m). The board considered the offer to be “undervalued”.