Sports nutrition brand Myprotein has expanded its partnership with Mars Wrigley to launch Bounty Impact Whey Protein.

This launch is part of Myprotein’s strategy to build an omnichannel and multi-category brand to expand its overall retail footprint beyond direct-to-consumer.

The Bounty collaboration marks the third product launch within the Mars Wrigley licensing deal, which follows the successful debut of Snickers and Mars Impact Whey Protein.

The product contains 20g of whey protein per serving, which is combined with the coconut and chocolate flavour of Bounty and Myprotein’s formula.

According to the business, the shake is low in fat and sugar to support overall muscle growth and maintenance.

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Some of the brand’s other licencing partnerships include Mars Wrigley, Müller, Iceland, and Greencore, which aim to improve Myprotein’s commercial model.

CEO of THG Nutrition, Neil Mistry, said: “Through our continued partnership with Mars Wrigley, we keep finding new ways to bring together the flavours people love and the nutrition they need. Bounty is an iconic taste, and we’re proud to bring that to life in a high-quality whey protein.

“At Myprotein, we never stop innovating. The addition of Bounty to our Impact Whey range is another exciting step forward, and we’re confident it’ll resonate strongly with our customers – both for its nutritional credentials and that unmistakable coconut and chocolate flavour.”

The new product has launched at major grocery retail partners and is also available for purchase online.

Myprotein’s product is available in a 15-serving size for £16.99 and a 31-serving size for £30.99.