·        Multi-year deal will see Chupa Chups’ flavoured products join the Myprotein range due to launch in late 2023 in the UK and EU
·        Products from the new range include Myprotein Impact Whey, Clear Whey and Layered Bars in everyone’s favourite Chupa Chups’ flavours

31st October 2023 – Myprotein, the world’s leading online sports nutrition brand, has announced their first collaboration with global iconic confectionary brand Chupa Chups, paving the way for several Chupa Chups flavoured products to join the Myprotein range.

The Myprotein x Chupa Chups collaboration will be available on Myprotein.com in the UK and EU starting Autumn 2023, with further flavours and products coming to market in 2024.

Myprotein will be leveraging one of Chupa Chups iconic flavours in ‘Strawberry’ into the brand’s Clear Whey Isolate, one of Myprotein’s best-selling and market leading whey proteins. Clear Whey Chupa Chups Strawberry is high in protein (21g per serving), low in sugar and only 87 calories per serving.

The new partnership follows a series of successful Myprotein confectionary collaborations, including Vimto and Jelly Belly, which have proved hugely popular across the Myprotein community. The collaboration will bring Chupa Chups’ fun, iconic flavours to life in a whole new world, helping fitness fanatics get their sweet fix in their favourite Myprotein staples.

Founded in 1958, Chupa Chups is a world-renowned brand, owned by Perfetti van Melle and famous for their inventive lollipop flavour combinations and internationally recognised Salvador Dali-designed logo. Having sold billions of lollipops in more than 150 countries worldwide, the Spanish-born brand is a giant of the sweet world.

Neil Mistry, CEO of THG Nutrition said: “We are delighted to announce this major agreement with Perfetti van Melle and its brand Chupa Chups, helping to drive range expansion for our existing Myprotein community while attracting new consumers courtesy of Chupa Chups’ iconic flavours. Given the international consumer reach of the Myprotein brand and the breadth and scale of the global nutrition market, we are always looking for potential partnership opportunities and joining Chupa Chups’ global licensing programme is an exciting next step on our journey to making nutrition more accessible.”  

Carla Fernández-Moreno, Perfetti van Melle Food and Beverage Licensing Manager, said of the collaboration: “Our partnership with Myprotein will deliver a brand-new arrangement of products that will showcase Chupa Chups’ signature flavours. We’re excited to see our flavours take on a whole new life and be part of Myprotein’s newest product line and can’t wait to see the joy it brings to lovers of both brands.”