Myprotein has partnered with Krispy Kreme to launch a range of doughnut-inspired protein products, with the first drink set to roll out across more than 700 Boots stores.

The THG-owned sports nutrition brand has launched an Original Glazed doughnut-flavoured Whey Protein Milkshake, containing 20g of protein and 116 calories per serving.

The product became available exclusively through Myprotein’s website in the UK and Europe on 8 October, with a retail rollout planned across 730 Boots stores and five Boots wellness destinations.

The partnership will also expand into the US later this year through health and wellness retailer GNC.

Further products are planned, including a Protein Blend powder in three flavours inspired by Krispy Kreme’s Original Glazed, Chocolate Iced and Strawberry Iced doughnuts.

Each serving of the new powder range will contain 25g of protein and 140 calories, with no added sugar.

THG Nutrition chief executive Neil Mistry said: “Our community loves flavours that feel like a genuine treat, and few are more recognisable than Krispy Kreme’s Original Glazed.

“People will always want treats. Our job is to make them better: the taste they love, with 20g protein per serving, in a Whey Protein they already trust.”

Mistry said the collaboration reflected the growing appeal of protein products beyond traditional sports nutrition customers.

“Protein is no longer a niche product for a small group of gym-goers. It’s part of mainstream food and drink, and people expect to find it wherever they shop.

“That’s why we’re launching online and in stores across the UK from day one with a global roll out to follow.”

Krispy Kreme chief product and brand officer Alison Holder added: “We’re always excited to find new and unexpected ways for fans to experience the iconic taste of Krispy Kreme.

“Partnering with Myprotein brings together two brands people love in a completely new way, starting with a Whey Protein Milkshake inspired by our Original Glazed doughnut.”

The launch forms part of Myprotein’s expansion into physical retail, as the brand looks to reach more customers beyond its direct-to-consumer business.

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