RE: Mars…14 Nov 2025 08:40
“This is the world’s worst rebrand.”
“Will you be replacing the Myprotein management team?”
That was some of the feedback I received when updating the City on THG’s 2024 Q3 trading — just 12 months ago.
Many across THG were listening to the results call, including the Myprotein team. It was obvious those words would sting. After the call, I went straight over to the Myprotein leadership team and told Neil Mistry (CEO) and his team to channel the hurt - when this comes together, it will feel even more special.
On the face of it, the criticism was fair. The rollout of Myprotein’s global rebrand was in full swing, with revenues under pressure as we transitioned from old product lines to new, navigating a complex and tricky brand transformation — across countless countries, supply chains, and product lines.
Adding to the challenge, global commodity prices had exploded overnight. The timing couldn’t have been worse, but we were pregnant with the rebrand and had to power on.
The rebrand was essential for our growth plans. We were preparing to take Myprotein — the world’s #1 sports nutrition brand — into offline retail across the globe, and expand through major licensing partnerships with the world’s biggest brands.
Fast forward 12 months — and while there's still much to do, the delivery is clear.
This year's Q3 update showed:
✅ double-digit sales growth for Nutrition
✅ Rapid expansion in offline retail
✅ Major new global licensing deals
And then just last week this chart made us smile — through a new partnership with Müller UK & Ireland, Myprotein entered the protein dessert market just 12 months ago. In that short time, we’ve become the UK’s #1 protein dessert brand, now delivering retail sales of c£3m a month — helping to double the size of the market, not just take share.
I’m also proud to share another milestone today — a new partnership with Mars.
Launching 20th November, Myprotein x Snickers products hit the shelves, just in time for Black Friday, with Bounty, Mars and Twix product collaborations following soon after.
One of the perks of the job: I get to test new collaborations at home well before launch (pic: my kitchen).
Huge credit to Neil Mistry and the Myprotein team. 12 months ago, they took the hits and held their nerve. Today, they’re leading one of the most successful rebrands in UK business — proving the doubters wrong and standing proud.
Long-term actions win over short-term, every time — even when you’re publicly listed. 😉