Myprotein, Iceland Foods Partner for Frozen Meals, Sustainability

Myprotein has signed a licensing agreement with Iceland Foods, which will see a new range of Myprotein frozen prepared meals and desserts stocked in more than 1,000 Iceland stores from early 2023. The five-year partnership covers Iceland stores in the U.K., international franchises and online, and marks the first time Myprotein has agreed to license the brand.  

The partnership will see Myprotein and Iceland jointly develop a new Myprotein product range, including pizzas, wraps, ingredients, desserts and ice cream.  

Iceland was selected as a partner given its reputation for high product quality, consumer reach in the U.K. and Europe and its track record as a licensing partner, says Myprotein. Myprotein's licensing strategy further builds non-digital channel brand awareness and product range expansion, complementing its U.K. and global store-based distribution network through retailers such as the Co-Operative Group (U.K.) and Don Quijote in Japan. 

Furthermore, Myprotein and Iceland are focused on sustainable initiatives, with both brands committed to reducing their environmental impact. Iceland's brand is palm oil-free and part of the Plastic Free Pledge; while Myprotein's "zero to landfill" policy ensures all wastes are recycled. Both brands are committed to becoming Carbon Neutral by 2050.  

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"We are excited to partner with Myprotein and bring an entirely new category to our expanding exclusive brands roster," says Andrew Staniland, trading director, Iceland Foods. "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."