MyProtein ice cream15 Jul 2023 18:43
Well, I’ve managed to get some MyProtein ice cream and meals today, so have panelled the ice cream for the first time. I have to say, I was sceptical that it would deliver on taste, texture etc., but like others, I am amazed at how good it is. The MyP Salted Caramel has a much better nutritional profile than the Haagen-Dazs equivalent and tastes amazing!
The main competitor to MyProtein, in this category, is Halo Top. If you don’t know it, look it up. Halo Top hailed from the USA and was an instant success as it was the first healthy ice cream. It was sold to Wells in 2019 for an undisclosed sum (some reports suggest $2B), but at the end of 2022, its parent company was rumoured to be being sold to Ferrero. I don’t know what happened next.
Anyway, Halo Top is listed widely in the UK, so I’ve run the MyP, Haagen and Halo Top salted caramel ice creams through my “healthy” products score calculator and the results are as follows:
Haagen = 20
Halo Top = 3
MyProtein = Minus 5
Remember, below 4 is considered to be “healthy”.
The MP protein and fibre content support the great score and I believe, would put MyProtein in a good position for UK listings….if they can get retailer attention, especially as the government wants to encourage us to eat more fibre.
Interesting that MyProtein has listings already in Tesco and Morrisons in the UK; both of which are closely connected to Sir Terry Leahy, a circa 1.24% shareholders in THG.
The caveat to the excitement, as has been pointed out before, is that THG don’t produce these products, they are made under license and we don’t know the details of the deal…or what the details of future exclusivity/supply deals would look like. Halo Top manufactured their products, at least in the beginning.
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