Capitalizing on Surging GLP-1 Demand (Image Credits: Unsplash)
THG’s Myprotein brand announced a licensing partnership with Greencore on Thursday to introduce protein-enriched convenience foods tailored for consumers on GLP-1 weight-loss medications.[1][2]
Capitalizing on Surging GLP-1 Demand
The global market for GLP-1 drugs, such as semaglutide, exploded in recent years, prompting food companies to adapt their offerings. Users of these injections often experience reduced appetite and rapid weight loss, which can lead to muscle deterioration without adequate protein intake. Myprotein identified this gap and turned to Greencore’s manufacturing prowess to fill it.[1]
Greencore will produce Myprotein-branded salads and wraps packed with extra protein. These items aim to provide convenient, nutritious options that support fitness goals amid medication side effects. The products will appear first in Sainsbury’s supermarkets and convenience stores across the UK.[1][3]
Strategic Partnership Details
This agreement marks another expansion for Myprotein beyond its online supplements into physical retail channels. Greencore, fresh from its takeover of rival Bakkavor last month, brings expertise in fresh food-to-go production. The initial lineup focuses on protein-boosted salads and wraps, with plans to broaden into additional formats.[1]
THG Nutrition CEO Neil Mistry highlighted the synergy: “This collaboration is another step in Myprotein’s global leadership across sports nutrition, adding Greencore’s expertise in creating and distributing fresh, on-the-go food to our growing list of partners.” He added that the range addresses “the demand of GLP-1 consumers, along with trends towards cleaner nutrition combined with protein-rich foods and snacks.”[1]
- Protein-enriched salads
- High-protein wraps
- Potential future snacks and other profiles
- Distribution via Sainsbury’s and c-stores
Companies’ Recent Moves
THG, parent of Myprotein, pursued aggressive licensing in 2025. Deals included partnerships with Muller for yogurt, Iceland for frozen foods, and Mars for Snickers-flavored protein powders. The brand sold 43 million licensed products last year and projects over 60 million in 2026.[1]
Greencore strengthened its position with the Bakkavor acquisition, cleared by regulators earlier this year. This Myprotein tie-up aligns with its focus on innovative convenience foods. Meanwhile, competitors like Applied Nutrition partnered with Morrisons on similar GLP-1 targeted items.[1]
Expansion Goals and Market Outlook
Myprotein seeks to reach 100,000 retail doors worldwide through licensing and offline growth. The Greencore deal supports this ambition by blending sports nutrition with everyday convenience eating. Analysts forecast the GLP-1 market to hit $130 billion by decade’s end, with patient numbers climbing to 52 million in 2030 from 13 million in 2024.[4]
Early 2026 performance in licensed ranges already exceeded expectations, setting the stage for substantial gains. This partnership positions Myprotein to capture a slice of the evolving wellness market driven by weight-loss therapies.[1]
Key Takeaways
- Myprotein licenses Greencore for protein-rich salads and wraps targeting GLP-1 users.
- Products launch in Sainsbury’s, supporting muscle preservation during weight loss.
- THG eyes 60 million+ licensed sales in 2026, up from 43 million in 2025.
As food makers race to serve the GLP-1 generation, deals like this one redefine nutrition on the go. Will protein-packed convenience foods become staples in supermarkets? Share your thoughts in the comments.
