THG has struck a licensing deal for its Myprotein brand with manufacturing group Greencore to target consumers using GLP-1 weight-loss injections.
Under the deal, Greencore will produce a range of Myprotein-branded food-to-go products, starting with “protein-enriched” salads and wraps.
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In a statement today (12 February), THG said the aim is to give shoppers access to “convenient, nutritious meals that align with their fitness and healthy lifestyle goals”.
The agreement also leaves room to move into other product profiles and formats.
THG Nutrition CEO Neil Mistry said: “This collaboration is another step in Myprotein’s global leadership across sports nutrition, adding Greencore’s expertise in creating and distributing fresh, on-the-go food to our growing list of partners.
“The range builds on the demand of GLP-1 consumers, along with trends towards cleaner nutrition combined with protein-rich foods and snacks.”
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By GlobalDataThe products will be sold through Sainsbury’s supermarkets and convenience stores.
Before Christmas, another major UK grocer, Morrisons, announced the launch of a range of GLP-1 friendly ready meals under a licensing deal with sports nutrition group Applied Nutrition.
The Greencore partnership sits within Myprotein’s broader plan to expand its offline and licensing footprint to 100,000 doors.
THG is targeting sales of more than 60 million licensed products this year, up from 43 million in 2025.
“Following a strong start to the year across our licensed ranges, we expect to significantly build on last year’s performance, with the brand on target to sell-in over 60 million licensed products in 2026, up from 43 million in 2025,” Mistry added.
The tie-up is THG’s latest licensing move for its nutrition brands, following deals with Muller, Iceland and Jimmy’s Coffee.
In November, the company agreed a deal with Mars to add Snickers-flavoured protein powders to Myprotein portfolio.
In August, THG signed a licensing partnership with SG Safety Corp. to expand distribution of the sports nutrition brand in South Korea.
Last month, Greencore completed its takeover of Bakkavor, after the UK competition watchdog cleared the deal in December.
