MyProtein collaborates with Southern Comfort on new pre-workout mix

Dec 18, 2024
1 min read

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.

#MyProtein #SouthernComfort #UK #US

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Leah Smith

8 May 2026

New products

Ella’s Kitchen launches new children's snack range

Ella’s Kitchen is expanding beyond the baby food aisle with the launch of Ella’s Kitchen Kids, a new product line aimed at children aged 18 months and older.

The launch marks a significant strategic move for the brand as it looks to extend its presence beyond the weaning category and capture growing demand for healthier snack options for toddlers and young children.

Positioned as a “better-for-you” alternative to traditional children’s snacks, the new range combines bold flavours, playful branding and convenient formats with the nutritional standards parents associate with the Ella’s Kitchen brand.

The company said the range was developed in response to changing family eating habits and the lack of minimally processed snack options for older toddlers outside the baby aisle.

Initial products include Ella’s Kitchen Kids Crunchy Stix in Cheese + Onion, Tomato + Basil and Pesto varieties, alongside Ella’s Kitchen Kids Wild Crackers available in Tomato + Oregano, Pea + Basil and Carrot + Rosemary flavours.

Designed for lunchboxes, picnics and snacking occasions, the products are formulated with reduced salt levels and classified as non-HFSS options. According to the company, the Crunchy Stix contain less than 0.04g of salt per pack, while the Crackers contain less than 0.05g per serving.

Emma Wood, Senior Brand Manager at Ella’s Kitchen, said: “Ella’s Kitchen Kids is about recognising that the journey doesn’t stop at baby food. As little ones grow, their tastes, independence and routines all change – but parents still want options they can feel good about.”

The launch also signals Ella’s Kitchen’s wider ambitions within the children’s snacking market, with additional products and categories expected later this year.

Wood added that the company aims to help “raise the standards of the kids’ food category” by balancing taste, convenience and nutrition.