Few brands in the sports nutrition industry have a founding story as straightforward or as impressive as Myprotein’s. In 2004, Oliver Cookson, a keen weightlifter and self-taught web developer from Manchester, looked at the back of his protein powder tub and asked a simple question: what’s actually in this, and why does it cost so much? A quick search later, he had his answer. And with a £500 overdraft and a lock-up garage, he built one of the most successful sports nutrition brands in the world.
Myprotein had claimed the title of the world’s leading online sports nutrition brand. Today, operating under The Hut Group (THG), it serves millions of customers across dozens of countries, offers over 300 products, and has expanded into a full family of sub-brands covering everything from vegan nutrition to premium performance supplements and activewear.
This is a brand that started with a single question about protein powder and never stopped asking questions.
What Myprotein Stands For
Myprotein’s founding principle has remained consistent across two decades: high-quality sports nutrition at accessible prices, available to everyone. Not just elite athletes. Not just serious bodybuilders. Everyone with a health or fitness goal, regardless of experience level, budget, or dietary preference.
That commitment to accessibility shows up in several ways. The direct-to-consumer model selling primarily through its own website rather than through third-party retailers has always been central to keeping prices competitive. By cutting out the middleman, Myprotein can offer products at a fraction of what comparable quality would cost elsewhere.
Quality control has been part of the brand’s DNA since early on. Myprotein achieved ISO9001 production certification and GMP accreditation as early as 2007 just three years after launch establishing manufacturing and quality standards that most brands in the sector weren’t meeting at the time. That rigour has continued to define the brand’s approach to product development.
The Product Range: Built Around Your Goals
Myprotein’s catalogue covers the full spectrum of sports nutrition needs, organised around the goals most athletes and gym-goers are actually working toward.
Protein, The Foundation
The Impact Whey Protein is Myprotein’s flagship product and one of the best-selling sports nutrition products in the world. It delivers a high protein content per serving, comes in an extraordinary range of flavours, and is priced accessibly enough to use as a daily staple rather than an occasional treat. For those who prefer a lighter texture, the Clear Whey Isolate delivers protein in a juice-like format a genuine innovation that has found a devoted following.
For those with specific dietary needs, Myprotein’s protein range covers virtually every preference: casein for slow-release overnight recovery, plant-based blends for vegan and vegetarian athletes, collagen protein for joint and connective tissue support, and dairy-free options for those with lactose sensitivity.
Creatine, Simple and Effective
Myprotein’s Creatine Monohydrate is exactly what it claims to be: pure, unflavoured creatine monohydrate with no fillers or additives. Creatine is one of the most extensively researched performance supplements available, with consistent evidence supporting its role in improving strength, power output, and muscle mass over time. Myprotein’s version is available in powder and tablet form, at a price point that makes daily supplementation genuinely affordable.
Amino Acids, Recovery and Performance
The amino acid range covers BCAA supplements, glutamine, L-carnitine, and a range of pre and intra-workout formulas. These products are designed to support training performance, reduce muscle breakdown during exercise, and accelerate recovery between sessions. Myprotein uses clinically relevant doses a detail that matters when evaluating whether a supplement will actually do what it claims.
Pre-Workout, For Training Days That Need a Push
Myprotein’s pre-workout range varies from entry-level stimulant-free options to more advanced formulas for experienced athletes. Ingredients like caffeine, beta-alanine, and citrulline malate are included at dosages that reflect the research on their effectiveness, rather than the token amounts that appear on ingredient lists for marketing purposes alone.
Vitamins and Minerals, Everyday Health
The Myvitamins sub-brand handles Myprotein’s broader health and wellness supplementation. Omega-3 fish oils, vitamin D3, zinc, magnesium, multivitamins, and targeted formulas for sleep, immunity, and joint health sit alongside the sports-focused products acknowledging that good nutrition starts with the basics, not the extras.
Protein Bars, Snacks and Food
Beyond powders and capsules, Myprotein has invested heavily in its food and snack range. Protein bars, layered bars, protein cookies, nut butters, and flavoured oats make it easier to hit daily protein targets without relying entirely on shakes. The Layered Bar in particular has become a cult product in its own right a multi-textured bar that genuinely competes with mainstream confectionery on taste.
Recent Partnerships and Milestones
Myprotein’s growth in recent years has been accompanied by a series of significant partnerships that extend the brand’s reach beyond its traditional online audience. The brand became the official nutrition partner of HYROX the global fitness racing competition in 2023, aligning itself with one of the fastest-growing competitive fitness formats in the world. In 2025 and 2026, partnerships with Greencore and Müller brought Myprotein-branded protein products into mainstream UK supermarkets for the first time, including protein salads, wraps, and high-protein yoghurt products in Sainsbury’s stores. Myprotein Kitchens are also rolling out across Everlast Gym locations across the UK and Ireland.
These moves signal a brand that is actively expanding beyond the online supplement category and into the broader everyday health food market a significant strategic shift that reflects how mainstream sports nutrition has become.
Why Myprotein Continues to Lead
In a market that has become significantly more crowded since 2004, Myprotein’s continued leadership comes down to a combination of factors that are difficult to replicate: a direct-to-consumer model that keeps prices competitive, a product range that genuinely covers every need and dietary preference, a commitment to quality standards that predates most of its current competitors, and a brand identity that has evolved with its audience without losing its core purpose.
For anyone in Denmark or anywhere else looking for reliable, well-priced sports nutrition backed by genuine quality credentials, Myprotein remains one of the most straightforward answers in the market.
