Snickers goes sporty: Myprotein and Mars launch new protein range to boost global retail presence

Myprotein, the flagship online sports nutrition brand owned by THG PLC (LSE: THG), has announced a high-profile collaboration with Mars Incorporated to launch a new line of Snickers-flavored protein powders and bars. Set to go live on November 20, 2025, the partnership brings together two consumer powerhouses from vastly different domains, performance nutrition and indulgent snacking, to create products that are both functional and familiar.

The initial product rollout includes Snickers and Snickers White variants of Myprotein’s Impact Whey Protein. These will be available via Myprotein’s own eCommerce platform as well as major UK retailers. The launch extends Myprotein’s growing list of flavor collaborations and aims to bridge the gap between mainstream food brands and sports-focused nutritional needs. Mars’ addition to Myprotein’s licensed lineup signals an intent to reach a wider audience, including casual fitness users and lifestyle-focused consumers who prioritize both taste and function in their supplement choices.

How does the Mars partnership fit into Myprotein’s retail expansion strategy across channels?

The collaboration with Mars is not a tactical flavor launch but part of a broader roadmap to scale Myprotein’s global distribution. THG PLC has set a goal to sell 45 million units through more than 40,000 retail locations worldwide by the end of 2025. The Mars partnership directly supports this target by providing strong brand equity, mass-market recognition, and shelf appeal that can extend beyond niche supplement aisles into more mainstream retail categories.

This strategy echoes earlier Myprotein partnerships with Müller, Chupa Chups, Vimto, Iceland Foods, and Jimmy’s Coffee. These brand collaborations have enabled the nutrition-focused portfolio to enter adjacent product categories such as frozen, dairy, and ready-to-drink beverages. In each case, the co-branding helped Myprotein unlock new retail opportunities while maintaining its credibility among fitness and wellness consumers. Mars now joins this strategic lineup, potentially accelerating cross-category penetration and helping Myprotein embed itself in convenience-led purchasing patterns.

What are the market drivers behind indulgent-flavor functional supplements in the UK?

The United Kingdom continues to be a robust market for protein-based supplements, with the category expected to grow at a compound annual growth rate of 7% between 2024 and 2029. Online channels remain dominant, accounting for over 40% of supplement sales in the country. This aligns well with Myprotein’s digital-first retail model and gives Mars an efficient platform to introduce its protein products to a demographic that’s already accustomed to purchasing health supplements online.

As consumers increasingly seek out products that combine sensory enjoyment with health benefits, indulgent protein formats have gained favor. The familiarity of brands like Snickers, which consistently ranks as one of the top-selling chocolate bars globally, creates a bridge for less experienced consumers to enter the sports nutrition category without feeling like they are compromising on taste. Industry watchers note that these crossover products often appeal to casual gym-goers and lifestyle-driven buyers who are more likely to be influenced by brand familiarity than by hardcore macro breakdowns.

How is THG Nutrition carving out a premium, lifestyle-driven identity in a crowded protein market?

Neil Mistry, Chief Executive Officer of THG Nutrition, said the Mars tie-up represents a convergence of authenticity, trust, and innovation in modern nutrition. He framed the launch as more than a flavor extension, positioning it instead as a market differentiator that reflects Myprotein’s leadership in merging functional expertise with pop culture relevance. Mistry emphasized that the partnership enhances brand loyalty by offering consumers a blend of performance and pleasure without compromising on product quality.

Industry analysts believe that THG Nutrition’s continued focus on building licensed, taste-forward SKUs gives it an edge in a category that’s becoming increasingly commoditized. As more nutrition brands chase the same protein-per-gram metrics, the battle for customer attention has shifted toward brand affinity and shelf innovation. THG Nutrition’s hybrid model, which is online-first distribution with offline retail scaling, creates a dual-channel moat that allows it to test products digitally before deploying at scale in brick-and-mortar environments.

What does this collaboration suggest about the future of CPG and wellness category convergence?

The Myprotein and Mars partnership reflects a broader trend in the food and beverage industry where legacy consumer packaged goods giants are moving into the health and wellness space through licensing and co-branding strategies. Mars has previously entered the protein segment but lacked a dedicated platform like Myprotein to scale digitally and through fitness-specific channels. This collaboration offers a turnkey solution for Mars to expand its reach in a space where authenticity and function are core consumer expectations.

From Myprotein’s perspective, the deal reinforces its strategic positioning as a gateway between indulgence and performance, which is becoming increasingly relevant as Gen Z and millennial buyers gravitate toward products that deliver both lifestyle appeal and physical benefits. Analysts suggest that this partnership could serve as a case study in how CPG companies can diversify their portfolios while staying relevant in a wellness-centric consumer landscape.

What are the implications for THG PLC’s investor narrative heading into 2026?

The collaboration with Mars comes at a time when THG PLC continues to face mixed sentiment from investors regarding its broader retail and logistics performance. While some parts of the business have experienced volatility, the Nutrition segment has remained one of the most stable contributors to revenue growth. The Mars partnership offers a proof point that THG’s licensing and product innovation playbook can yield scalable, margin-friendly opportunities within its core verticals.

Investor attention is now focused on how these launches will translate into retail velocity during the holiday quarter and early 2026. With offline distribution playing an increasingly important role in THG Nutrition’s topline ambitions, the availability of Mars-branded Myprotein products in mainstream UK outlets could provide valuable insight into consumer response and channel performance. Analysts are likely to track repeat purchase rates, retail replenishment volumes, and seasonal campaign effectiveness as indicators of near-term success.

What’s next for Myprotein’s retail and licensing roadmap post-Mars launch?

With the launch of Snickers and Snickers White protein powders, THG Nutrition is expected to continue building its portfolio of co-branded nutritional products. Future Mars SKUs are already in the pipeline, and expansion into international markets is likely to follow if the UK rollout proves successful. This includes the addition of Mars-branded protein bars to Myprotein’s eCommerce ecosystem, further diversifying its offering for snack-focused consumers.

The brand’s ambitions to reach over 40,000 retail doors and distribute 45 million units globally suggest more collaborations are forthcoming, potentially including regional partners in North America, Europe, and Asia-Pacific. While no specific details have been disclosed about new deals, the Mars launch provides a model that other CPG brands may follow, seeking access to Myprotein’s highly optimized logistics, content, and D2C infrastructure.

What are the key takeaways from the Myprotein–Mars Snickers protein launch?

• Myprotein, owned by THG PLC, has partnered with Mars Incorporated to launch Snickers and Snickers White flavored Impact Whey Protein powders.
• The products will be available from November 20, 2025, via Myprotein’s website and major UK retailers as part of a broader offline expansion strategy.
• Mars-branded protein bars will also be added to the Myprotein eCommerce platform, offering additional convenience to consumers.
• This collaboration follows Myprotein’s previous licensing successes with brands like Müller, Chupa Chups, Vimto, Iceland, and Jimmy’s Coffee.
• THG Nutrition aims to sell 45 million units across over 40,000 global retail doors by the end of 2025, using these co-branded products to drive scale.
• The UK protein market is growing at a 7% CAGR between 2024 and 2029, with over 40% of supplement sales occurring online.
• Industry analysts view the partnership as a key move in the convergence of indulgent consumer packaged goods and functional nutrition.
• Myprotein’s brand positioning gains a boost by combining nostalgic flavor profiles with performance-led products.
• Investor focus will be on Q4 sales momentum and offline retail traction to assess the impact of this collaboration on THG PLC’s broader business.
• Future Mars-branded products are expected to launch, with international expansion likely if the UK rollout performs strongly.