Iceland has signed a licensing agreement with Myprotein which will see a new range of frozen ready meals and desserts be stocked in the frozen foods retailer from early 2023.
The frozen goods retailer has partnered with the world’s largest online sports nutrition brand on a five-year deal in UK stores and marks the first time Myprotein has agreed to license out the brand.
The partnership will see Iceland and Myprotein jointly develop a new Myprotein product range, including fully prepared meals, pizzas, wraps, ingredients, desserts & ice cream.
Both brands are committed to a sustainable future by becoming Carbon Neutral by 2050 and reducing their collective environment impact.
Iceland’s own brand is palm oil free and part of the Plastic Free Pledge. Whilst Myprotein’s ‘zero to landfill’ policy ensures all wastes are recycled.
“We are delighted to announce this agreement with Iceland, a pre-eminent licensing partner helping drive range expansion for Myprotein consumers whilst providing Iceland’s customers with access to the highest quality, curated nutritional frozen food,” a spokesperson for Myprotein said.
“For over 15 years Myprotein has built a trusted reputation for delivering best-in-class nutritional product, convenience and value for money, which is especially important given the cost-of-living challenges faced by consumers.
“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.”
Iceland Foods trading director Andrew Staniland, said that the supermarket is excited to expand it’s exclusive brands roster.
He said: “The product range we are developing together will offer both Iceland and Myprotein customers high-quality meals, ingredients and ice creams to rival any other range already available on the market. Iceland has a proven track record of working with household names to deliver exceptional products, and this partnership is no different.
“We look forward to our future with Myprotein and can’t wait for our customers to experience the range first-hand.”
