Myprotein enters soup category with high-protein chilled range

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Myprotein is extending its sports nutrition proposition into the chilled soup category with the launch of a new range of high-protein soups, produced in partnership with free-from manufacturer Kirsty’s.

The five-strong range has been developed to combine protein, convenience and globally inspired flavours, with each 375g pot containing between 19g and 23g of protein and fewer than 250 calories.

Flavours include Thai Red Chicken, Chicken & Red Lentil Daal, Golden Chicken & Turmeric, Classic Chicken & Veg and Chipotle Chicken.

The soups are being produced under licence at Kirsty’s dedicated 14-allergen-free facility in Harrogate.

The launch extends an existing partnership between the two businesses, following the success of Myprotein Lunch Pots and expanding the collaboration into soups and wellness bowls.

The launch comes as the UK chilled soup category continues to grow. According to data cited by Myprotein from Euromonitor International, the category is worth £271m, while globally inspired flavours account for less than 15% of the market.

Myprotein said this presents an opportunity to introduce greater flavour variety to the category while appealing to younger consumers looking for higher-protein food options.

The brand's existing Lunch Pots proposition has generated £22m in retail sales value since launch, according to the company, with the products currently stocked by retailers including Sainsbury’s, Asda, Co-op and Ocado.

Consumer research cited in the launch material found that three in four younger shoppers would consider buying Myprotein Soup, while three in five said protein was important to their diet. The company also highlighted the potential relevance of portion-controlled meals to changing eating habits, including among consumers using GLP-1 medications.

The range launches exclusively in Tesco stores in the Republic of Ireland from 14 September, before rolling out across UK stores from 5 October. UK distribution will include Co-op, Budgens, Londis, Booker Premier and Cash & Carry AF Blakemore.

Kirsty’s was founded in 2009 by Kirsty Henshaw and operates from a dedicated free-from facility in Harrogate, supplying chilled and frozen meals and other products to retailers across the UK and Ireland.