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THG rebrands MyProtein amid push to sell off nutrition business

THG has rebranded MyProtein amid pressure from investors to sell off the nutrition business.

Part of the new rebrand includes a new logo across its packaging and website in the UK and Ireland, which will later be rolled out across Europe, the US and other regions in September.

This is followed by an Australia launch in early next year, the group revealed.

The rebrand comes amid pressure from activist investor Kelso Group, who called on THG to explore selling the nutrition business after increasing its stake in the business in April.

The company added that the rebrand also supports its commitment to reducing waste.

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 “To authentically evolve the MyProtein brand, first we needed to know what we stood for,” Myprotein global brand director Ross Sewley said.

“Driven by our innovative roots, our focus quickly turned to breaking down the barriers of the fitness industry, which is often seen as confusing and intimidating.

“We’ve then set about elevating our look and feel, to encompass our passion for accessible nutrition.”

He added: “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.”

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MyProtein features as a Top150 retailer in the RetailX Brand Index 2023 and features as a company profile in the 2023 Global Sports Sector report.

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