Spoon Cereals has signed a brand licensing agreement with Myprotein to develop and manufacture cereals under the sports nutrition brand.
Granolas in Peanut Butter & Chocolate, Apple & Cinnamon, and Coconut & Cashew will launch DTC via Myprotein’s website in October, ahead of retail listings in November (rsp: £4.25/350g).
Peanut Butter & Chocolate is high in fibre and protein, while Apple & Cinnamon is billed as being “good for your gut”. Coconut & Cashew, meanwhile, is high in fibre and magnesium.
The partnership came amid growing demand for “healthier, protein-rich breakfast options”, the companies said. The products were “expected to generate more than £35m in retail sales over the coming years”, they added.
Additional breakfast formats are already in development, with at least one product set to be made using Wildfarmed’s regeneratively grown British oats.
The agreement comes after Spoon opened its first manufacturing facility in South Yorkshire in February, following a seven-figure investment of more than £1.5m.
The site had helped transform the business into a specialist manufacturer for both its own brands and licensed partners, said Spoon.
“Partnering with Myprotein is a huge endorsement of the manufacturing capability we’ve built over the past 12 months and of our team’s ability to develop products that combine outstanding nutrition with exceptional taste,” said Simon Hazlett, managing director of Spoon Cereals.
Neil Mistry, CEO of Myprotein, added: “Our ambition is to build a much broader Myprotein breakfast proposition – from protein and supplements through to cereals, granolas, porridges and convenient food – giving consumers better, higher-protein choices for however they start their day.”
Spoon joins Myprotein’s wide portfolio of UK retail licensing agreements. In recent years, the brand has expanded into multiple grocery categories through partnerships with manufacturers including Müller, Nichols, Jimmy’s, Iceland Foods and Greencore.
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