THG rebrands Myprotein to boost growth

THG, the owner of Cult Beauty and Lookfantastic, has launched a new era for its Myprotein brand following pressure by investors to sell off its nutrition business.

Focused on becoming a "revolutionary health movement", the move will prioritise breaking down the barriers of the fitness industry, empowering everyone to live healthier, more active lives.

The rebrand welcomes a new logo across Myprotein's packaging and website in the UK and Ireland before being rolled out across Europe, the US and other regions in September and then in Australia in early 2024.

It will also see the other brands in THG's wider ‘My’ family soon follow suit, including Myvegan, Myvitamins and MP Clothing.

Ross Sewley, Global Brand Director at Myprotein, said: "Every decision we’ve made from start to finish of this evolution has been around the customer and our role to empower, and champion, everyone with a healthy intention. Further to that, we have ambitions to become distinguishable amongst the world’s most iconic lifestyle brands."

The rebrand comes amid pressure for THG to sell of its nutrition business, according to Business Live. It follows activist investor Kelso Group's call on THG to consider separating out Myprotein after upping its stake earlier this year.

At the time Kelso said the nutritional business is "likely ultimately to end up being owned by one of the large global food and beverage companies".

In response, THG Co-founder and CEO Matthew Moulding described the UK as a "selling club" where founders are "pressured to sell brands as soon as they show promise".