Protein has been the macronutrient of the year, with the key ingredient finding its way into all sorts of foods, snacks, treats, and more, and the trend is not slowing down. The demand for quality sources of protein, especially in things beyond traditional protein powder, has clearly and definitely increased. The cost of the muscle-building macro has joined in on that jump, and is something THG and its brand Myprotein have addressed in a post from the BBC.
THG, the parent company of Myprotein, has confirmed it will absorb a continued rise in whey protein prices instead of passing the cost onto its millions of consumers. This move helps maintain price stability for its protein powders, shakes, and functional foods despite record highs in raw ingredient costs. With consumer demand for high-protein products increasing, the strategy positions Myprotein to strengthen its share in an increasingly competitive market.
Simply put, the price of whey has gone up, and while others out there may be switching their pricing or even formulas, Myprotein is taking the opportunity to compete even harder by absorbing that cost. The international supplement company has a whole host of innovations that center around protein, many of them, of course, rely on whey to do that. It’s a strong play by Myprotein, that could indeed strengthen its already strong share and certainly please its current fans.
