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Myprotein has announced a collaboration with global confectionery brand Chupa Chups, launching several Chupa Chups-flavoured products into its protein line-up. The collaboration begins in the UK and EU this autumn, with further products and flavours set to join the sports nutrition brand’s portfolio in 2024. Spanish-born brand Chupa Chups, owned by Perfetti van Melle, is renowned for its fun flavoured lollipop products and sells in more than 150 countries worldwide. Myprotein will be incorporating Chupa Chups’ classic strawberry flavour into its Clear Whey Isolate, one of Myprotein’s best-selling whey protein products. Clear Whey Chupa Chups is low in sugar and offers 21g protein and 87 calories per serving. The partnership follows a series of confectionery collaborations from Myprotein, including with Vimto and Jelly Belly. Neil Mistry, CEO of Myprotein owner THG Nutrition, said: “We are delighted to announce this major agreement with Perfetti van Melle and its brand Chupa Chups, helping to drive range expansion for our existing Myprotein community while attracting new consumers courtesy of Chupa Chups’ iconic flavours”.