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Myprotein
View on Wikipediafrom Wikipedia
 | |
| Product type | Bodybuilding supplements, athleisure |
|---|---|
| Owner | THG plc |
| Country | United Kingdom |
| Introduced | 2004 |
| Related brands |
|
| Markets | Worldwide |
| Website | myprotein |
Myprotein is a British bodybuilding supplement brand which has developed into a family of brands, including Myvitamins, Myvegan and MP Activewear. It was founded in 2004 by Oliver Cookson and bought by The Hut Group in 2011.[1][2]
History
[edit]Myprotein was founded in 2004 by Oliver Cookson and acquired by British e-commerce company, The Hut Group, in June 2011.[1][2]
In December 2015, Myprotein announced an agreement with Kentucky Cabinet for Economic Development to build their first production facility outside the UK in Bullitt County, Kentucky. Myprotein (registered as Cend Limited) invested $17 million to rent a production and distribution facility that planned to create 350 new jobs in the region.[3]
Sponsorships
[edit]Myprotein has partnered with various competitive sports teams from across the UK and Canada.
- St Helens RFC[4]
- Warrington Wolves[5]
- London Broncos[6]
- Sale Sharks[7]
- Burnley[8]
- Nottingham Forest[9]
- University of Nottingham Sport[10]
- Toronto Wolfpack
- Williams Racing[11]
Controversies
[edit]In 2014, The Hut Group sued Oliver Cookson for £15 million, alleging that he and his off-shore trust had overstated the profits of Myprotein prior to its acquisition by The Hut Group in 2011. Cookson counter sued for £12.7 million claiming a breach of warranty and fraudulent misrepresentation. The matter went to the High Court in London in October 2014 and, after a month-long trial, judgement was given by William Blair in November 2014 awarding Cookson an overall net result win of £6.5m in damages.[12][13]
At the costs hearing in December 2014, the judge awarded a payment of just under £7.5 million to be made by The Hut Group to Cookson and the Trust in respect of all of the claims and counterclaims in the action and one third of the costs incurred by Cookson and the Trust.[14]
Cookson and the Trust appealed the court's decision to award The Hut Groups damages.[15] The court of appeal dismissed the appeal on 22 March 2016.[16]
References
[edit]- ^ a b Pitel, Laura (2 June 2011). "Business big shot: Oliver Cookson of Myprotein.com". The Times. ISSN 0140-0460. Retrieved 14 August 2018.
- ^ a b "Hut Group buys Myprotein in £60m deal". Manchester Evening News. 1 June 2011. Retrieved 14 August 2018.
- ^ "New Manufacturing Facility, Athletic Supplement Producer Cend LLC to Create 350 Jobs in Bullitt County". whereopportunityknox.com. Archived from the original on 14 August 2018. Retrieved 14 August 2018.
- ^ Cultivate (26 January 2015). "My Protein | St.Helens R.F.C." St.Helens R.F.C. Retrieved 14 August 2018.
- ^ "Wolves wire up with Myprotein.com". Warrington Guardian. Retrieved 14 August 2018.
- ^ "London Broncos Rugby League | #WeAreLondon | » London Broncos join forces with MYPROTEIN". londonbroncosrl.com. Retrieved 14 August 2018.
- ^ "Myprotein to fuel the Sharks". salesharks.com. Retrieved 14 August 2018.
- ^ "Burnley Football Club - My Protein". www.burnleyfootballclub.com. Archived from the original on 5 September 2018. Retrieved 14 August 2018.
- ^ "Myprotein become Nottingham Forest's official performance supplement supplier". Retrieved 14 August 2018.
- ^ "University of Nottingham Sport announce new sponsorship deal with leading nutrition brand Myprotein - The University of Nottingham". www.nottingham.ac.uk. Retrieved 14 August 2018.
- ^ "Williams F1 team lands multi-year partnership deal with THG". Motorsport.com. 20 October 2023. Retrieved 4 November 2023.
- ^ "The judgment by The Hon Mr Justice Blair - The Hut Group Ltd v Cookson", England and Wales High Court (Queen's Bench Division) Decisions, 20 November 2014.
- ^ "Business Desk article - 21 November 2014
- ^ "Costs awarded in The Hut Group vs Oliver Cookson & Barclays Private Bank & Trust Ltd - Press Release by DWF
- ^ "Permission to appeal granted in High Court case between The Hut Group Ltd and Oliver Cookson and others". DWF.LAW. Retrieved 17 April 2016.
- ^ "Deals/Restructuring / Deals List / The Hut successfully defends court appeal by Cookson - TheBusinessDesk.com". Retrieved 17 April 2016.
Myprotein
View on Grokipediafrom Grokipedia
Company Profile
Overview and Operations
Myprotein is a UK-based online retailer specializing in sports nutrition supplements, fitness apparel, and related accessories, founded in 2004 and operating primarily through e-commerce platforms.[2] The company positions itself as a leading global brand in the sports nutrition market, serving customers in over 70 countries with a focus on high-quality, affordable products tailored to fitness enthusiasts.[2] Its headquarters are located in Northwich, Cheshire, England, with additional operational hubs including production and distribution facilities in the United States (Kentucky and New Jersey), Europe (including the UK), and Asia (such as warehouses in Singapore and India).[2][6][7] The business model centers on direct-to-consumer sales through its website and mobile apps, complemented by availability on major retailers like Amazon, GNC, and Walmart.com.[2] It emphasizes affordability through competitive pricing, an extensive product range exceeding 3,000 items including proteins, vitamins, snacks, and apparel, and subscription services like "Subscribe & Gain" for recurring deliveries with discounts up to 50% and flexible options.[8] This approach supports convenient, personalized purchasing while leveraging THG Ingenuity's technology for seamless global fulfillment.[2] Operationally, Myprotein employs over 500 people globally and maintains annual revenues for its parent division, THG Nutrition, exceeding £500 million as of 2024 estimates, driven by omnichannel expansion.[9][10] The company commits to in-house manufacturing at facilities like its UK protein factory and US production site in Kentucky to ensure quality control, certifications such as Informed Choice, and cost efficiency.[11][3] Acquired by The Hut Group (THG) in 2011, this integration has enabled international scaling.[12] In 2024, Myprotein undertook rebranding efforts, introducing a new logo and refreshed identity across packaging and digital platforms to evolve into a lifestyle brand, broadening appeal to diverse demographics including women and beginners while maintaining its core fitness focus.[13] This initiative aligns with broader marketing strategies, such as sponsorships with fitness events like HYROX, to enhance accessibility and community engagement.[14]Ownership and Financials
Myprotein was initially founded and bootstrapped by Oliver Cookson in 2004, starting with just a £500 overdraft and operating independently until its acquisition in 2011.[15] Under Cookson's sole ownership, the company grew rapidly without external funding, leveraging direct-to-consumer e-commerce to establish itself in the sports nutrition sector.[16] In June 2011, The Hut Group (now THG) acquired Myprotein for an initial cash consideration of approximately £60 million, with the total deal value reaching £350 million including earn-outs and share components, integrating it as a key subsidiary within THG's e-commerce portfolio.[15][16] Since the acquisition, Myprotein has remained fully owned by THG, which listed on the London Stock Exchange in September 2020, subjecting its ownership structure to public market oversight without any majority external shareholders dominating beyond THG's dispersed institutional and retail investor base.[17] This ownership evolution has positioned Myprotein as a cornerstone of THG's operations, benefiting from the parent company's integrated logistics and digital infrastructure. Financially, Myprotein demonstrated explosive early growth, scaling from its £500 startup capital to a £350 million valuation within seven years, underscoring its bootstrapped success prior to acquisition.[16] By 2023, as part of THG's Nutrition division, it contributed to divisional revenues of £657.9 million, reflecting Myprotein's dominant role in driving approximately £600 million in brand-specific sales amid global expansion.[18] In 2024-2025, the brand faced strategic challenges, including THG's rejection in April 2025 of an unsolicited buyout proposal from Selkirk Group valuing Myprotein at £400-600 million, which the board deemed undervalued and inadequately funded. In November 2025, Myprotein announced a major licensing partnership with Mars Incorporated, launching co-branded products starting November 20, 2025, to further drive growth.[20] Within THG, Myprotein significantly bolsters the Nutrition division—responsible for over a third of group revenues—through synergies in shared warehousing, supply chain efficiencies, and data-driven marketing platforms that enhance its international scalability.[21][22]History
Founding and Growth
Myprotein was founded in 2004 by Oliver Cookson, a fitness enthusiast and keen weightlifter from Stockport, Greater Manchester, United Kingdom, using just a £500 overdraft.[1][23][16][24] Cookson blended and flavored products at home before trading initially from a lock-up garage, selling basic protein supplements online with a primary focus on whey protein as its core offering.[15] This humble start leveraged Cookson's personal interest in affordable sports nutrition to address gaps in the market for accessible products targeted at everyday gym users. The company's early growth was driven by strategic targeting of bodybuilders and gym enthusiasts through affordable pricing that undercut established competitors, a direct-to-consumer e-commerce model that eliminated retail middlemen, and organic word-of-mouth promotion within online fitness communities. By prioritizing low-cost bulk sourcing and efficient online distribution, Myprotein quickly built a loyal customer base without relying on traditional advertising budgets. These factors enabled rapid scaling while maintaining tight control over operations and margins.[23][25][26] Key milestones marked Myprotein's trajectory during its formative years, including consistent organic expansion. The product line broadened in its early years to incorporate vitamins and snacks, diversifying beyond core supplements to meet evolving customer needs in the sports nutrition space. By 2010, the company had entered European markets such as Germany and France via localized websites, culminating in approximately £20 million in annual sales and setting the stage for its acquisition by THG in 2011.[15][24] Overcoming significant challenges, Myprotein was bootstrapped entirely without venture capital, emphasizing self-funded organic growth fueled by customer loyalty programs and an SEO-optimized website that enhanced visibility in search engines. This approach not only preserved full equity for Cookson but also fostered resilience against economic pressures, allowing the business to thrive on reinvested profits and community-driven momentum.[16][26][23]Acquisition and Expansion
In 2011, The Hut Group (THG) acquired Myprotein from founder Oliver Cookson for approximately £60 million, including shares that provided him with retained equity in the acquiring company.[15][25] This deal integrated Myprotein into THG's broader e-commerce ecosystem, leveraging enhanced logistics, technology platforms, and supply chain capabilities to support rapid scaling beyond its initial UK focus.[24][27] Following the acquisition, Myprotein expanded internationally, launching dedicated US operations in 2015 with a new production facility in Kentucky to serve the North American market.[2][28] By 2020, the brand had grown to operate in over 70 countries, including significant entry into Asia-Pacific markets such as Japan, where sales increased over 400% from 2017 to 2020.[2][23] This global reach was bolstered by strategic partnerships and temporary physical retail initiatives, including pop-up stores in locations like London's Soho and Tokyo's Harajuku, as well as a 2025 nationwide rollout in Walmart stores for enhanced offline presence. In August 2025, THG announced a licensing partnership with CK Wellness to introduce Myprotein to South Korea, planning a consumer launch in Q4 2025 and marking its first entry into offline channels there.[29][30][31][32] Key milestones post-acquisition included THG's initial public offering on the London Stock Exchange in September 2020, which elevated Myprotein's profile as a core asset within the publicly traded group and facilitated further investment in international growth.[33] In 2023, Myprotein underwent a major rebrand to position itself as a more inclusive lifestyle brand, unifying its product lines and broadening appeal beyond traditional bodybuilding demographics to everyday wellness consumers.[34][35] By April 2025, THG rejected an unsolicited buyout bid for Myprotein from Selkirk Group, valued at up to £600 million, underscoring the brand's ongoing strategic importance and perceived undervaluation in the proposal.[36][37] Amid these developments, Myprotein shifted toward sustainability and digital enhancements, launching eco-friendly initiatives such as upcycling over 150 tonnes of surplus products into animal feed in partnership with MYgroup in 2023, and committing to 100% recyclable packaging by 2025 through mono-material pouches.[38][39][40] On the digital front, the brand advanced personalization via its mobile app, which integrates fitness tracking, nutrition recommendations, and tailored shopping experiences to engage users in over 70 countries.[41][42] These efforts reflect Myprotein's evolution into a multifaceted global entity under THG ownership, prioritizing scalable, consumer-centric innovation.Products and Services
Sports Nutrition
Myprotein's sports nutrition lineup centers on protein supplements designed to support muscle growth, recovery, and performance for athletes and fitness enthusiasts. The flagship product, Impact Whey Protein Powder, is a whey concentrate delivering 22 grams of protein per 30-gram serving (with the 1kg container containing 33 servings), derived from whey protein concentrate, and available in over 40 flavors to enhance palatability.[43] Myprotein also offers Clear Whey Isolate, a hydrolyzed whey protein isolate providing 20 g of protein per 25 g serving at approximately 80 calories, with 0 g fat, 0 g carbohydrates, and 0 g sugar. It features a light, refreshing, fruity taste, in contrast to the creamy, milky texture of Impact Whey Protein. Impact Whey Protein delivers 22 g of protein per 30 g serving at 114 calories, with 1.8 g fat and 2.7 g carbohydrates (for example, in the vanilla flavor; values may vary slightly by flavor). Both products supply high-quality whey protein to support muscle growth and maintenance, with the choice depending on individual dietary goals and texture preferences. For bulking phases requiring a calorie surplus to facilitate muscle gain, Impact Whey Protein is generally preferable due to its higher calorie content from fats and carbohydrates, which aids in achieving surplus intake and mixes well into calorie-dense shakes such as those with milk or oats. For fat loss phases involving a calorie deficit, Clear Whey Isolate is often more suitable owing to its substantially lower calories and lack of fat, carbohydrates, and sugar, enabling higher protein intake without exceeding calorie limits while helping preserve muscle.[44][45] Vegan alternatives include the Vegan Protein Blend, which combines pea and rice proteins for a complete amino acid profile suitable for plant-based diets, and Clear Vegan Protein, offering a light, juice-like texture with similar protein content.[46][47] For those seeking caloric surplus, mass gainers like Impact Weight Gainer mix whey protein with carbohydrates to provide high-calorie shakes that aid in weight gain and energy replenishment.[48] Beyond proteins, Myprotein offers pre-workout supplements formulated with ingredients such as caffeine for energy and beta-alanine to buffer lactic acid buildup, alongside branched-chain amino acids (BCAAs) that promote muscle repair. Essential vitamins and minerals under the Myvitamins brand include athlete-specific multivitamins supporting immune function and recovery, often in formats like gummies or capsules tailored for men and women.[49] High-protein foods extend the range to convenient options, such as protein bars and ready-to-eat meals, providing 15-20 grams of protein per serving with controlled macros for on-the-go nutrition. Unique to Myprotein is its emphasis on flavor innovation through in-house research and development, resulting in extensive options across products, including recent enhancements like Chocolate Brownie and Salted Caramel for whey variants. All core supplements undergo third-party testing via Informed-Sport certification, ensuring they are free from over 250 banned substances to meet anti-doping standards for professional athletes.[50] Pricing remains competitive, with bulk protein purchases often available at £10-20 per kilogram during promotions, making it accessible for regular users.[51] In 2025, Myprotein introduced low-sugar innovations like Clear Whey 'Splash Of,' a hydrolyzed whey isolate with under 90 calories and natural sweeteners such as stevia, alongside allergen-conscious formulations.[52] Collaborations, such as with Vimto, have yielded flavored protein variants, like Vimto-infused Clear Whey Isolate. In May 2025, Myprotein partnered with Müller to launch ready-to-drink protein shakes and high-protein yoghurts. In October 2025, new Clear Whey Isolate drinks with added electrolytes (300 mg per serving) were introduced.[53][54] As the flagship category within THG Nutrition, sports nutrition drives the majority of Myprotein's revenue, contributing to the brand's position as the world's largest online sports nutrition retailer.[55]Apparel and Accessories
Myprotein offers a range of gym apparel designed for performance and comfort, including leggings, t-shirts, hoodies, and shorts. These items are crafted from moisture-wicking fabrics that help regulate body temperature during workouts, such as blends of polyester and elastane that facilitate quick drying and breathability.[56] For instance, the women's Tempo Leggings feature squat-proof construction and seamless designs for unrestricted movement, while men's Velocity hoodies incorporate mesh panels for enhanced ventilation. Pricing for these core pieces typically falls in the affordable £10-50 range (approximately $13-65), making them accessible for everyday fitness enthusiasts.[56][57] Sustainability is integrated into select apparel lines, with products utilizing recycled polyester derived from plastic bottles to reduce environmental impact. The Composure Repreve® Leggings, for example, employ this material alongside minimal seams for durability and eco-friendliness, reflecting Myprotein's commitment to conscious manufacturing without compromising functionality.[58] T-shirts like the Men's Tempo Short Sleeve also incorporate recycled polyester for a lightweight, sustainable option suitable for training.[59] Complementing the apparel, Myprotein's accessories include practical tools like resistance bands for strength training, shakers for on-the-go mixing, gym bags with multiple compartments for organization, and fitness trackers such as Coros devices that monitor GPS, heart rate, and activity metrics. Additional lifestyle items encompass high-protein recipe books offering meal ideas and meal prep kits featuring stackable containers for portion control. These accessories, priced from £3 ($4) for basic containers to £25 ($34) for bags, emphasize durability and portability to support a holistic fitness routine.[60][61][62][63][64]Marketing and Partnerships
Advertising and Branding
Myprotein employs a predominantly digital advertising strategy, leveraging social media platforms such as Instagram and TikTok to engage a global audience. With over 1 million followers on Instagram and active presence on TikTok reaching millions through content like workout challenges and product tutorials, the brand emphasizes short-form videos and interactive posts to drive visibility.[65][66] Email marketing plays a central role, with personalized newsletters highlighting promotions and nutrition tips to nurture customer relationships and boost repeat purchases.[67] Search engine optimization (SEO) efforts, integrated with parent company THG's technology platform, enhance organic traffic by optimizing product pages for fitness-related queries.[68] This digital focus is complemented by user-generated content campaigns, where customers share fitness journeys using branded hashtags, and micro-influencer partnerships that amplify authentic endorsements without large-scale endorsements.[69][70] A cornerstone of Myprotein's promotional efforts is the "Fuel Your Ambition" campaign, launched in 2021 to inspire goal achievement through accessible health practices. The initiative promotes small, sustainable changes like balanced nutrition and consistent training, positioning Myprotein products as essential fuels for personal progress.[71][72] In 2024, following a global rebrand initiated in 2023, Myprotein rolled out advertising emphasizing inclusivity and fun, targeting diverse audiences beyond traditional gym enthusiasts with themes of everyday fitness routines and broader wellness accessibility.[13][35] This rebrand, supported by THG's data-driven ad targeting, featured updated visuals and messaging to appeal to varied demographics, including non-athletes seeking lifestyle integration.[73][6] Myprotein's branding has evolved from a niche focus on bodybuilding supplements in the early 2000s to an inclusive lifestyle brand by 2024, reflecting broader societal shifts toward holistic health. Early positioning catered to serious athletes, but recent updates incorporate diverse model representation in ads to promote body positivity and universal appeal.[23][74] Sustainability messaging has also become integral, with campaigns highlighting commitments to 100% recyclable packaging by 2025 and net-zero emissions by 2040, aligning the brand with eco-conscious consumers.[75] To drive engagement, tactics include frequent discount codes offering up to 40% off, alongside loyalty programs such as the referral scheme—where customers earn credits for friend referrals—and reward points redeemable on future orders.[76][77] Ambassador programs extend these efforts by featuring micro-influencers in ad-like content to foster community-driven promotion.[78]Sponsorships and Collaborations
Myprotein maintains the #TeamMyprotein program, which supports a diverse network of ambassadors including professional athletes, fitness influencers, and health experts, providing them with product allowances, commission opportunities on sales generated through their promotions, and invitations to brand events.[79][80] Notable participants include fitness influencer Joe Wicks, known as The Body Coach, who collaborated on a product line in 2019 such as protein supplements tailored to support lean muscle building and healthy lifestyles.[23][81] In terms of event sponsorships, Myprotein serves as the official nutrition partner for HYROX, the global sport of fitness racing, across Europe starting in 2024, supplying nutrition products to participants and incorporating branding at over 50 annual events worldwide.[82][83] This partnership includes the development of a co-branded product range designed for hybrid training, emphasizing recovery and performance for fitness racers.[84] Myprotein has also engaged in community activities tied to major running events, such as pre-race gatherings and post-event celebrations for the Manchester Marathon, fostering local fitness initiatives.[85][86] Myprotein has pursued several brand collaborations to create limited-edition, co-branded products that blend nutrition with popular flavors. In 2022, it partnered with Vimto to launch electrolyte-enhanced Clear Whey Protein, Impact Creatine, and Collagen Protein in flavors like Original and Orange, Strawberry & Lime, capitalizing on the drink brand's nostalgic appeal.[87][88] The following year, in 2023, Myprotein teamed up with Chupa Chups for a Strawberry-flavored Clear Whey Isolate, with plans for additional flavors like Cola, targeting consumers seeking fun, low-sugar protein options.[89][90] In 2024, a collaboration with Jimmy's Iced Coffee introduced protein-enriched iced coffee beverages in Original and Caramel varieties, each containing 14g of protein per can to meet on-the-go demand.[91][92] Myprotein became the official nutrition partner of Williams Racing in Formula 1 starting in 2024, providing supplements to support team performance and drivers.[93] In 2024, Myprotein entered a multi-year global collaboration with Marvel Entertainment, releasing Avengers-inspired flavors for products like Clear Whey Isolate, featuring characters such as Spider-Man, Black Panther, and Captain Marvel.[94][95] The brand has also partnered with MIKE AND IKE since 2021 to produce limited-edition fruit-flavored Clear Whey Isolate, expanding to additional candy-inspired options.[96] As of November 2025, Myprotein announced a partnership with Mars to launch Snickers-flavored Impact Whey Protein, marking an expansion into candy-inspired nutrition.[97] In October 2025, Myprotein formed a strategic alliance with Everlast Gyms, introducing branded Myprotein Kitchens in up to 60 UK and Ireland gym sites for on-site nutritional products.[98] Additionally, in August 2025, THG secured a licensing agreement for Myprotein in South Korea, with consumer launch planned for Q4 2025.[99] These sponsorships and collaborations bolster Myprotein's credibility within fitness communities by aligning with influential figures and events, while affiliate links from ambassadors drive a substantial portion of sales through targeted promotions.[100]Controversies and Legal Issues
Corporate Disputes
In 2011, The Hut Group (THG) acquired Myprotein from its founder Oliver Cookson in a deal valued at approximately £58 million, which included cash and shares, setting the stage for subsequent corporate tensions over valuation and integration.[101] Three years later, in 2014, THG initiated a lawsuit against Cookson and associated offshore trusts, seeking £15 million in damages for alleged breaches of warranty, including overstated profits and misuse of offshore structures during the acquisition valuation process. The dispute centered on claims that Myprotein's financial representations had inflated its value, leading to a High Court battle where THG was awarded £4.3 million, while Cookson counterclaimed successfully for £10.8 million related to fraudulent breach of warranty by THG.[102] The case was settled out of court later that year, with both parties claiming partial victories, though it strained relations and highlighted discrepancies in post-acquisition financial reporting.[103] Post-acquisition, reports emerged of executive tensions stemming from cultural clashes between Cookson's entrepreneurial approach at Myprotein and THG's more structured corporate environment, contributing to his departure from operational involvement in 2013.[104] These frictions, exacerbated by the ongoing litigation, underscored challenges in aligning high-growth startup leadership with established conglomerate operations. In April 2025, THG rejected an unsolicited cash-and-shares buyout offer from Selkirk Group, valued between £400 million and £600 million, for the Myprotein brand, describing it as undervalued and misaligned with THG's strategy to retain and grow its nutrition division.[36] Selkirk, led by former THG director Iain McDonald, had proposed the deal as largely unfunded, prompting THG to emphasize Myprotein's integral role in its portfolio and dismiss further engagement.[37] These disputes illustrate broader challenges in integrating entrepreneurial ventures into larger corporate entities, often resulting in valuation conflicts, leadership mismatches, and strategic divergences that impact long-term stability.[101]Product and Advertising Complaints
In 2019, Myprotein faced a Proposition 65 enforcement action in California alleging that certain protein powder products contained elevated levels of lead and cadmium, heavy metals known to cause health risks with prolonged exposure. The case, initiated by the Environmental Research Center, covered 11 specific products and resulted in a stipulated settlement requiring Myprotein to either reformulate the items to reduce contaminant levels or provide clear warning labels on packaging. As part of the agreement, the company committed to enhanced testing protocols for ingredients and final products to ensure compliance with safety standards.[105][106] Regarding advertising practices, the UK Advertising Standards Authority (ASA) ruled against Myprotein in 2017 for misleading discount claims in an email promotion advertising "up to 60% off" on selected items. The ASA found that the majority of products offered only an average discount of around 8%, deeming the claim unsubstantiated and potentially deceptive to consumers. In response, Myprotein was required to ensure future promotions included clearer pricing disclosures and evidence-based savings representations to avoid misleading the public.[107] Another notable incident occurred in 2017 when a customer, Adam Brenton, publicly claimed to have found a dead mouse in a sealed packet of Myprotein Impact Diet Whey protein powder, sparking media coverage and social media backlash. The allegation was later proven to be a hoax; Brenton admitted to fabricating the story in 2018, leading Myprotein to issue statements clarifying the falsehood and pursue successful legal action against him for libel, resulting in a settlement. Although Myprotein initially faced reputational damage, the resolution highlighted the company's vigilance in defending against unfounded claims.[108][109] In 2024, a major global rebrand of Myprotein caused temporary inventory disruptions and affected online pricing due to new packaging rollouts, leading to some consumer complaints. Into 2025, reviews on platforms like Trustpilot continued to report perceived declines in product quality for items like whey protein isolates, including issues with taste, consistency, and packaging integrity, though these were not tied to regulatory findings.[110] In May 2025, Myprotein issued a voluntary recall of its Gooey Filled Cookie products (Double Chocolate & Caramel flavor, 75g single and 12-pack formats) due to undeclared peanut allergens, as a precautionary measure despite no reported illnesses. The recall affected products manufactured between specific dates, and customers were advised to return them for refunds or replacements.[111] To address these and prior issues, Myprotein implemented stricter supplier audits through its BRCGS-certified manufacturing facility in Warrington, UK, ensuring full traceability and compliance with global food safety standards. The company also enhanced transparent labeling practices, verified by third-party certifications like Informed Protein for accurate protein content without spiking, and introduced customer compensation programs for verified quality defects, such as refunds or replacements. These measures, including regular batch testing for contaminants via Informed Choice and Sport programs, aimed to rebuild trust and prevent future complaints.[112][113]References
- https://www.reuters.com/world/[uk](/page/United_Kingdom)/uks-thg-rejects-unsolicited-bid-sports-nutrition-brand-myprotein-2025-04-23/