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UK sports nutrition brand MyProtein has collaborated with American flavoured whiskey brand, Southern Comfort, to launch a unique new pre-workout mix.

The mix – the latest addition to MyProtein’s Origin range – has been crafted to meet the needs of MyProtein’s core consumers, containing 300mg of caffeine to increase endurance and concentration as well as 3.5g of beta alanine and 8g of l-citrulline. The formula comes in a Southern Comfort Whiskey Sour flavour, inspired by the alcohol brand’s smooth and fruity taste profile.

Claimed to be the first partnership of its kind between an alcohol and sports nutrition brand, the collaboration aims to allow both brands to tap into new audiences and occasions.

Neil Mistry, CEO of MyProtein owner THG Nutrition, said: “Our existing Origin pre-workout is hugely popular amongst our core consumers, so it is great to be able to elevate the range further with this flavour variation collab with Southern Comfort. It is a perfect overlap as both brands bring an approachable confidence to their respective industries.”

Mistry added that MyProtein will continue to focus on its partnerships and expanding its offering as we head into 2025, aiming to “cater for everyone with a healthy intention”.

The pre-workout mix is available online in a serving size of 20, priced at £20.99. For US consumers, the offering will also include an IWP launching late December.

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