Myprotein Expands UK High Street Presence with Caffè Nero and Krispy Kreme Partnerships
Myprotein launches high-protein beverages in Caffè Nero's 600+ UK stores and a protein milkshake collaboration with Krispy Kreme, signalling increased competition in ready-to-drink (RTD) functional categories.
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London, United Kingdom — 23 May 2024
THG Nutrition's Myprotein has strategically broadened its market reach through two significant collaborations within the UK and European functional beverage sectors. The brand has partnered with Caffè Nero to introduce high-protein iced lattes across all UK Caffè Nero locations, and launched a protein milkshake with Krispy Kreme for the UK and European markets.
The Caffè Nero collaboration features an Iced Vanilla Protein Latte with 25g of protein and an Iced Vanilla Protein Matcha Latte with 24g of protein. Both SKUs are formulated to contain fewer than 160 calories, positioning them as leading high-protein, low-calorie options within the high street coffee segment. This move directly targets the 'on-the-go' consumer, leveraging Caffè Nero's extensive footprint of over 600 UK stores. These initial products are the first under the partnership, with further recipes slated for announcement in January 2027.
Simultaneously, Myprotein has released a protein milkshake inspired by Krispy Kreme's flavour profiles. This product targets both the UK and wider European markets, indicating a dual-channel strategy for brand penetration. These partnerships signal a shift towards diversifying sales channels beyond e-commerce and traditional grocery, capitalising on established brand recognition and consumer footfall in new categories.
What this means for United Kingdom
UK brand owners must immediately reassess their RTD protein strategies given Myprotein's direct entry into the high street coffee sector. Manufacturers face pressure to innovate formulations to match or exceed the 25g protein, sub-160 calorie benchmark, with a reformulation window of 9-12 months before Myprotein's 2027 expansion. Competitive positioning demands brands explore similar food service partnerships or risk losing market share in the rapidly expanding functional beverage segment. Procurement leads should evaluate novel protein sources and flavour systems to meet these evolving consumer expectations and aggressive competitor moves.
What to watch next
- Monitor Myprotein and Caffè Nero announcements in January 2027 for new product launches, indicating further category expansion and formulation trends.
- Observe competitor responses and potential new high street partnerships in the UK functional beverage market over the next 12-18 months.
Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.