THG Stock Edges Higher on Mars Collaboration

THG PLC's stock (LON: THG) shares moved slightly higher in early Monday trading following the announcement that its Myprotein brand is partnering with confectionery giant Mars.

The collaboration, set to launch on November 20, 2025, introduces a new range of Snickers-flavored protein powders, expanding Myprotein's already successful flavor collaboration lineup. This strategic move is expected to bolster THG's nutrition segment and increase its retail presence.

The partnership will see the launch of Snickers and Snickers White Impact Whey Protein on Myprotein.com and through major UK retailers.

Additionally, Mars-branded protein bars will become available on Myprotein websites. This collaboration is part of Myprotein's strategy to broaden its market reach through established brand partnerships, which already include names like Müller, Iceland, Chupa Chups, Vimto, and Jimmy's Coffee.

Myprotein aims to sell 45 million units globally through over 40,000 retail doors by the end of 2025. This aggressive expansion plan indicates a strong focus on both offline retail and licensing.

Neil Mistry, CEO of THG Nutrition, emphasized the significance of the partnership, stating, “We're incredibly excited to be strengthening our partnership with Mars and introducing a new wave of great-tasting, high-quality products to our ever-growing range. This collaboration brings together two trusted brands: combining Myprotein's expertise in sports nutrition with Mars' iconic flavors that customers already know and love.”

Mars is also optimistic about the partnership's potential. Kerry Cavanaugh, general manager for Mars Drinks and Treats, noted, “This is a huge opportunity to bring new consumers to the category through the familiarity of our brands and their trusted taste… Myprotein is the perfect partner for us to introduce more online shoppers to our range of Mars branded protein products.”

The UK's robust e-commerce market, where over 40% of supplement sales occur online, presents a significant opportunity for the Mars-Myprotein collaboration.

With protein products being the fastest-growing segment in the protein market, projected to have a CAGR of 7% between 2024-2029 in the UK, the timing of this partnership is strategic.