Myprotein and Krispy Kreme partner on doughnut-inspired protein range

Myprotein and Krispy Kreme have announced a partnership to launch a range of doughnut-inspired protein products. The collaboration begins with an Original Glazed doughnut-flavoured Whey Protein Milkshake, which contains 20g of protein and 116 calories per serving.

The milkshake was released exclusively on Myprotein’s website in the UK and Europe on 8 October, with a planned retail rollout across approximately 730 Boots stores and five Boots wellness destinations in the UK. The partnership is set to expand into the United States later this year through the retailer GNC.

Future product releases under this collaboration will include a Protein Blend powder available in three flavours: Original Glazed, Chocolate Iced, and Strawberry Iced. These powders are designed to contain 25g of protein and 140 calories per serving with no added sugar. THG Nutrition CEO Neil Mistry noted that the move reflects the transition of protein products from a niche market for gym-goers into mainstream food and drink.