THG-owned sports nutrition brand Myprotein is inviting consumers to help name its new protein bar, which has launched in selected branches of WH Smith Travel.
In a move that reflects the growing trend of consumer-driven brand building, Myprotein is unveiling the “incredible to eat, impossible to name” bar and inviting the public to offer their own suggestions online as part of the launch campaign.
The as-yet-unnamed bar comes in three flavours – caramel nut, white chocolate cookie, and double dark chocolate – containing 16g of protein. Entrants have until 12th August to name the bar.
The soft caramel bar – designed to appeal to gym-goers as well as health-conscious everyday snackers – is the latest offline move for Myprotein. Its snacking range will now have three types of protein bars and over 20 products.
The launch comes in the wake of Myprotein’s 2024 global rebrand aimed at reaching a broader demographic of consumers. The rebrand has enabled it to enter new product categories, such as vitamins and broaden its offering for existing customers, without losing focus on its core sports nutrition market.
Neil Mistry, CEO of THG Nutrition, said: “I am constantly encouraging the team to strive for new and better formats of protein, mainly to make it as accessible to a wider audience as possible but also to break an archaic assumption that protein consumption is to be endured and not enjoyed. This product really breaks the mould- if we didn’t tell you it had protein in, you would assume it’s just a normal chocolate bar.
“We asked our customers to name this bar, we asked our social followers and we asked our internal team – but we still couldn’t come up with one. So that’s why we decided to ask the public, and call on the wisdom of crowds.
“We’re pleased and proud to be expanding our product range with one of our best bars yet. Willy Wonka would be proud of this one.”
