The latest food and beverage industry news and trend analysis

Iceland Foods and sports nutrition brand Myprotein have expanded their commercial partnership with the launch of 25 new high-protein products rolling out across stores throughout September and October 2026.

The lineup introduces new additions across frozen ready meals, takeaway-inspired dishes, savoury snacks, desserts, and breakfast items. A central feature of the rollout is the debut of a "Mega Protein" platform, comprising four 600g meals formulated to deliver between 83g and 92g of protein per portion.

The expansion builds on the long-term collaboration between Iceland Foods and THG-owned Myprotein, which originally debuted in January 2023 to bring performance nutrition into high-street supermarket freezers.

Mega Protein Lineup and Takeaway Dishes

The 25-product launch expands the partnership into larger portion sizes and additional dining dayparts, addressing consumer demand for protein-dense options that require minimal kitchen preparation.

Key product categories and formulations included in the autumn launch comprise:

🏋️ Mega Protein Range: A new sub-brand of four 600g frozen ready meals engineered with elevated meat and protein content, delivering between 83g and 92g of protein per pack.

🥡 Takeaway-Inspired Mains: Eight new dishes developed to replicate popular takeaway profiles in high-protein formats, including Tandoori Chicken and seasoned Koftas.

🍳 High-Protein Breakfast and Snacking: Introduction of breakfast and convenience options, including Chicken Sausages and single-serve Egg Bites.

🍰 Desserts and Sweet Bakery: Portioned high-protein desserts designed for post-workout snacking and evening treat occasions.

Lauren Metcalfe, Frozen Category Director at Iceland Foods, stated that the response to the Myprotein range has driven strong demand from shoppers seeking high-protein meal solutions that maintain convenience and taste. Metcalfe noted that the additions provide expanded choices across store aisles, led by large-format meals delivering up to 92g of protein per serving.

Retail Availablity

Since the partnership was established in January 2023, Iceland Foods and Myprotein have brought more than 140 co-branded products to market, generating cumulative sales exceeding 40 million units across UK retail channels.

The co-developed range has expanded beyond core supermarket branches into a multi-retailer distribution model. The products are currently stocked across nearly 1,400 physical retail locations.

The latest rollout provides retail stockists with an expanded portfolio of macro-optimised frozen foods as mainstream consumer purchasing continues to prioritise dietary protein intake across daily meal routines.