Myprotein has partnered with international doughnut chain Krispy Kreme to launch a co-branded flavour extension within its Impact Whey Protein Milkshake range.
The collaboration introduces the flavour profile of Krispy Kreme's signature Original Glazed Doughnut into Myprotein's dessert-focused protein powder format. The stock-keeping unit (SKU) will debut commercially this week exclusively through the sports nutrition company's direct-to-consumer digital platform.
The launch pairs functional sports nutrition with established quick-service bakery branding, adapting recognisable confectionery profiles into an everyday macro-controlled powder.
The joint venture illustrates expanding cross-licensing initiatives between commercial bakery chains and sports nutrition manufacturers. By deploying verified quick-service food branding, sports nutrition formulators can generate consumer curiosity and lower barriers to trial through familiar flavour associations, while bakery operators extend brand awareness into functional fitness dayparts.
Nutritional Architecture and Formulation
The collaborative formulation integrates doughnut flavour notes into Myprotein’s Impact Whey Protein Milkshake matrix, a line developed to yield a thicker, milk-shake-style texture compared to standard whey concentrates:
🍩 Krispy Kreme Original Glazed: Formulated to replicate the bakery brand's glazed doughnut profile, delivering 20 grams of protein, approximately 4 grams of carbohydrates, 2.8 grams of sugar, and roughly 110 calories per portion.
By moderating sugar content to 2.8g while preserving 20g of protein per serving, the formulation seeks to provide sensory indulgence while adhering to the nutritional constraints of active lifestyle and sports recovery routines.
Distribution and Availability
Commercial availability for the Krispy Kreme Original Glazed Impact Whey Protein Milkshake commences this week across the brand's international digital storefront, Myprotein.com.
The digital-first launch enables the manufacturer to leverage its established global e-commerce and logistics network to distribute the limited-edition SKU directly to its core subscriber and customer base across international operating territories.
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