Sports nutrition brand Myprotein has announced its first collaboration with confectionary brand Chupa Chups, paving the way for several Chupa Chups flavoured products to join the Myprotein range.
The first Myprotein x Chupa Chups products are currently rolling out in the UK and EU, with further flavours coming to market in 2024.
Myprotein has initially incorporated Chupa Chups Strawberry flavour into its Clear Whey Isolate, one of Myprotein’s best-selling whey proteins. Clear Whey Chupa Chups Strawberry is high in protein (21g per serving), low in sugar and has 87 calories per serving.
The new partnership follows a series of Myprotein confectionary collaborations, including with Vimto and Jelly Belly.
Neil Mistry, CEO of Myprotein owner THG Nutrition, said: “We are delighted to announce this major agreement with Perfetti van Melle and its brand Chupa Chups, helping to drive range expansion for our existing Myprotein community while attracting new consumers courtesy of Chupa Chups’ iconic flavours.
“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 and joining Chupa Chups’ global licensing programme is an exciting next step on our journey to making nutrition more accessible.”
Chupa Chups is owned by Perfetti van Melle, and its lollipops are sold in more than 150 countries worldwide. The company’s Beverage Licensing Manager, Carla Fernández-Moreno, commented: “Our partnership with Myprotein will deliver a brand-new arrangement of products that will showcase Chupa Chups’ signature flavours. We’re excited to see our flavours take on a whole new life and be part of Myprotein’s newest product line and can’t wait to see the joy it brings to lovers of both brands.”
