Holland & Barrett has launched a range of small whey protein tubs priced £9.99.

The health food retailer developed the 250g own-label products after the introduction of VAT on sports nutrition products pushed the price of popular 1.2kg tubs over £50. The new range includes banana, strawberry, vanilla, natural, and cookies & cream flavours.

“We’ve had good take-up and will see what other products we can bring out,” said Lysa Hardy, chief marketing officer of parent company NBTY Europe.

Nielsen data indicated category sales growth in the grocery channel had slowed from 35% before VAT came in to 7%.

“It has hit everyone hard,” said Hardy.