With parent company GlaxoSmithKline, Maxinutrition is working with Tesco, Sainsbury's and Boots to improve the way the category is merchandised.
"The category is scattered throughout stores, based on the focus of individual buyers," said sales director Mark Langley. "This has been right for the past four years, but we're now at tipping point."
Retail sales had grown 25% to £40m over the past three years, significantly outstriping the category's 15% and there was potential to boost household penetration, he added.
The brand, which is promoted by sports stars such as Welsh fullback Lee Byrne, also has a lot of NPD in the pipeline, including a Maximuscle breakfast oat protein shake, which will hit shelves later this year.