Confectionery firm Swizzels partners sports nutrition business

By Rod Addy contact

- Last updated on GMT

Products include Drumstick Clear Whey Isolate
Products include Drumstick Clear Whey Isolate

Related tags: Ambient, Ingredients & nutrition, Npd

Swizzels has forged an alliance with sports nutrition business Myprotein to launch limited edition products with the flavours of the confectionery firm's beloved and longstanding brands.

In celebration of Myprotein’s 16th​ year of trading, five products are being launched on 24 May.

Industry-leading Clear Whey Isolate with be available in Refreshers, Love Hearts, Drumstick and Parma Violet flavours. The range will be available while stocks last, and each serving will contain 20g protein, low sugar and less than 90 calories.

A Drumstick flavour Layered Bar will also be available as a limited-edition offering, sporting layers of protein taking on the iconic red and yellow colours and flavours of the brand, with each bar containing just 3g of sugar.

Two-year partnership

The birthday range signals the start of a two-year partnership between the two businesses.

Matthew Moulding, founder and chief executive of The Hut Group, which acquired Myprotein in 2011, said, “Innovation is key for Myprotein; we are always looking to push boundaries and break the mould, so it made sense to join forces with an exemplary brand. We have high hopes for this launch, and what is set to be a great, strategic relationship.”

This partnership represents part of Myprotein’s continued aim to expand its licensing remit, brand relationships, and ultimately, innovative offering.

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