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Myprotein & Iceland Launch Major Partnershhip

Myprotein & Iceland Launch Major Partnershhip

Myprotein has announced it signed a landmark licensing agreement with Iceland Foods which will see a new range of Myprotein frozen prepared meals and desserts stocked in 1,000+ Iceland stores from early 2023. The five-year partnership covers Iceland stores in the UK, international franchises and online, and marks the first time Myprotein has agreed to license out the brand. 

The partnership will see Myprotein and Iceland jointly develop a new Myprotein product range, including fully prepared meals, pizzas, wraps, ingredients, desserts & ice cream. All high in protein and nutritionally balanced.

Iceland, the second largest frozen food retailer by market penetration, was selected as a partner given its reputation for the highest product quality, its UK & European consumer reach with 96% UK coverage, and its award-winning track record as a licensing partner. Myprotein’s licensing strategy further builds non-digital channel brand awareness and product range expansion, complementing its UK and global store-based distribution network through retailers such as the Co-Operative Group (UK) and Don Quijote in Japan.

Further, there is strong alignment between Myprotein and Iceland for a better, sustainable future with both brands committed to reducing their environmental impact. Iceland’s own brand is palm oil free and part of the Plastic Free Pledge. Whilst Myprotein’s ‘zero to landfill’ policy ensures all wastes are recycled. Both brands are committed to becoming Carbon Neutral by 2050. 

The partnership underlines the strength of the Myprotein brand, the largest online nutrition brand globally. 

A spokesperson for Myprotein commented: “We are delighted to announce this agreement with Iceland, a pre-eminent licensing partner helping drive range expansion for Myprotein consumers whilst providing Iceland’s customers with access to the highest quality, curated nutritional frozen food.  For over 15 years Myprotein has built a trusted reputation for delivering best-in-class nutritional product, convenience and value for money, which is especially important given the cost-of-living challenges faced by consumers. Given the international consumer reach of the Myprotein brand and the breadth and scale of the global nutrition market, we are always looking for potential partnership opportunities.”

Andrew Staniland, Trading Director at Iceland Foods, said: “We are excited to partner with Myprotein and bring an entirely new category to our expanding exclusive brands roster. The product range we are developing together will offer both Iceland and Myprotein customers high-quality meals, ingredients and ice creams to rival any other range already available on the market. Iceland has a proven track record of working with household names to deliver exceptional products, and this partnership is no different. We look forward to our future with Myprotein and can’t wait for our customers to experience the range first-hand.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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