UK-based sports nutrition leader Myprotein has announced a significant expansion of its licensed product range through a new collaboration with Mars Wrigley. The partnership has resulted in the launch of Mars Impact Whey Protein, a product designed to merge functional sports nutrition with iconic confectionery branding.
The new Stock Keeping Unit (SKU) integrates Myprotein’s core Impact Whey formulation with the chocolate, caramel, and malt flavour profile associated with the Mars brand. This move follows the 2025 introduction of Snickers-branded products, suggesting a sustained strategy of cross-category collaboration between specialised nutrition and mainstream Fast-Moving Consumer Goods (FMCG).
Performance and Nutritional Profile
The product is engineered to meet the technical requirements of core fitness enthusiasts while appealing to a broader consumer demographic. Each serving provides 20g of protein at approximately 120 kcal.
Marketed as a low-fat and low-sugar alternative to traditional confectionery, the range has secured certification from Informed Choice and Informed Protein. These third-party verifications are intended to assure B2B partners and consumers of the product’s quality and accurate protein labelling.
Functional Enjoyment
The collaboration highlights a broader trend in the sports nutrition industry where the historical divide between performance and taste is narrowing. According to Neil Mistry, CEO of THG Nutrition, consumer expectations now require products to deliver both functional benefits and a familiar flavour experience.
By leveraging established confectionery brands, Myprotein aims to broaden its market appeal beyond traditional athletes to include lifestyle consumers who prioritise flavour and accessibility in their dietary supplements.
Commercial Strategy and Retail Distribution
For Mars Wrigley, the partnership serves as a vehicle to extend brand equity into the "better-for-you" category. This allows the confectionery giant to maintain a presence in the diets of health-conscious shoppers who may be reducing their intake of standard chocolate bars.
The product will initially be available via Myprotein’s direct-to-consumer (D2C) platform starting 24 March. However, the commercial roadmap includes a wider rollout into major grocery stores throughout 2026. In these retail environments, the protein powder will sit alongside Mars-branded high-protein, low-sugar bars, creating a cohesive brand presence within the functional food aisle.
Market Outlook
The continued success of licensed products in the sports nutrition space indicates that brand familiarity remains a powerful driver for trial and conversion. As Myprotein and Mars Wrigley deepen their ties, the industry may see further innovation in how traditional snacks are reformulated for the high-growth protein market.
