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.
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