Paul Smith-Johnson
Impact Week is Myprotein's biggest ownable sales event of the year, bringing together unbeatable offers and savings for customers with a packed schedule of events, partnerships and brand activations. As Impact Week wraps up for another year, it's a good opportunity to reflect on what we've achieved and what it tells us about the future of innovation across THG Nutrition.
The speed of decision-making across the business has really stood out to me. Given recent supply constraints and geopolitical challenges, THG Nutrition's ability to confidently make big decisions and accelerate critical projects has enabled us to provide solutions to customers at a rate our competition can't. It's a true testament to what's possible when everyone is running in the same direction.
Creativity Still Cuts Through
Customer engagement throughout the week has also been incredibly encouraging. The social team have done a superb job of bringing the brand to life. In a market as concentrated as ours, it's difficult to generate unique content that stands out and grabs attention. From the Milkshake pop-up to the Myprotein Farm event, it has been refreshing to see creativity flowing both internally and externally.
A key part of Impact Week's success is the combination of major offers and exciting product launches. Ultimately, it's about putting the customer first. Dedication to prioritising your health is hard enough as it is – our job is to make it easier and sustainable. By bringing these elements together, Myprotein is able to provide accessible nutrition solutions that are both affordable and exciting. Our role is to help keep customers on track.
Launching Milkshake Impact Whey Protein
Impact Week is one of the biggest moments in the Myprotein calendar, so it felt only right that the two aligned.
The launch was also supported by a standout activation in London featuring creators including Big Boy Bake, AB, Kai Sheps and Jay Penny, alongside appearances from Fake Gordon Ramsay and Gymskin. In a crowded market such as ours, creativity is invaluable. Attention spans are shorter than they've ever been, and the only way to cut through is by being unique and entertaining. I think the marketing and social teams have accomplished exactly that.
The journey from concept to launch also highlights what can be achieved when teams work together at pace. The idea came to life during an innovation trip to a Dublin-based ingredient supplier in February 2026. Some might say I knew what the Irish suppliers were capable of.
From there, the entire division mobilised. The Innovation team developed more than 10 new flavours. SQA, Supply Chain and Procurement accelerated onboarding and delivery, while Marketing and Category teams brought the proposition to life through packaging and positioning. All of this happened in less than three and a half months.
Creatine is now mainstream
Beyond Impact Week and Milkshake IWP, we're continuing to see the sports nutrition category evolve rapidly. One of the biggest shifts this year has been the mass adoption of creatine supplementation across different consumers. As consumer knowledge and trust grow, what was traditionally a supplement to enhance exercise performance is now used for health maintenance and longevity. This has been proven in the type of customer we see purchasing Impact Creatine. It's now a much more even gender split, with both new and experienced customers frequently coming back to stock up.
Taste still wins every time
As for what influences product development most today, taste wins every time. Convenience, lifestyle integration and functionality all play a massive role, but ultimately a product can only go so far if it doesn't taste good. As I've said before, dedication is hard. The job of a product developer is to create solutions that make healthy habits easier to maintain. That means delivering flavour, convenience, ease of use, benefits and value all at the same time.
Impact Week has shown what's possible when innovation, creativity and collaboration come together. It's something we should all be proud of, and an exciting indication of what's still to come.