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Iceland Foods and Myprotein are expanding their retail partnership with 25 new high-protein products, including a new range offering up to 92g of protein per meal.
The first 18 products launched in Iceland stores on 1 September, with a further seven products due to arrive on 6 October. The expanded range spans ready meals, takeaway-inspired dishes, savoury snacks, desserts and breakfast products.
The launch includes Myprotein’s new Mega Protein range, which the brand describes as its highest-proteinto date. The four 600g meals deliver between 83g and 92g of protein per portion, with Sticky Honey Special Fried Rice containing the highest amount at 92g.
The range also responds to consumer research cited by the companies, which found that 89% of customers expect at least 75g of protein from a ‘Max Protein’ range.
Eight new products have been added across Myprotein’s TakeAway range, bringing high-protein versions of popular takeaway dishes to the frozen aisle.
New additions include Sweet & Sour Chicken, Char Siu Honey Chicken, Chicken Korma, Butter Chicken and Hot Chicken Tikka Masala. The range also includes Keema Rice, with Special Fried Rice and Chinese Style Chicken Curry scheduled to launch in October.
The wider launch introduces a selection of other protein-focused products, including Chicken Sausages, Chargrilled Butterfly BBQ Chicken Burgers, Chicken Carbonara, Chicken & Chorizo Pasta and Mango & Habanero Chicken with Rice.
The October additions will include Tandoori Chicken Koftas, Cheese & Tomato Egg Bites, Cheese & Ham Egg Bites and two smoothie bowl products: Almond Butter & Mixed Berry and Peanut Butter, Chocolate & Banana.
A Myprotein x Vimto Ice Lollies multipack also forms part of the expanded range, delivering 5g of protein per lolly.
The latest launch builds on a partnership between Iceland and Myprotein that began in January 2023. The companies say more than 40 million units have been sold through the partnership to date, with more than 140 products launched so far.
The new products will take the number of products developed through the partnership to around 170.
The collaboration initially centred on frozen ready meals but has since expanded into a broader selection of high-protein food formats.
Retail sales through the partnership increased by 26% year on year in 2025, while Myprotein now has the second-largest share of the frozen brands category at Iceland, according to the companies.
Products from the partnership are now available across nearly 1,400 retail locations, including Iceland, The Food Warehouse, SPAR and The Range stores.
Lauren Metcalfe, frozen category director at Iceland Foods, said: “These 18 new additions bring even more choice to customers, including products with up to 92g of protein per portion."
The expanded range is part of a wider push by the two businesses to make high-protein products available across more eating occasions, from main meals and takeaway alternatives to breakfast and snacking.
The seven remaining products are scheduled to launch across the partnership’s retail network on 6 October.
