Myprotein launches Bounty-flavored whey in Mars Wrigley partnership

Myprotein is leaning harder into confectionery nostalgia with Bounty Impact Whey Protein, the latest Mars Wrigley crossover to make whey feel less like a supplement and more like a treat. The online exclusive delivers 20g of high-quality protein per serving, is low in fat and sugar, and includes real desiccated coconut pieces, giving the powder a more dessert-like texture than the average chocolate-flavoured tub.

The Bounty release is the third product launch under the Mars Wrigley licensing agreement, following Snickers and Mars Impact Whey Protein. THG announced the Mars Impact Whey Protein launch on March 23, 2026, after the successful debut of SNICKERS back in November, showing the partnership is being rolled out in stages rather than as a one-off novelty. Myprotein’s Mars partnership hub already includes Mars Original HiProtein Bar and a Mars Impact Whey Protein bundle, which suggests the relationship is spreading across bars, powders and bundled formats instead of staying locked to a single SKU.

That matters because the business case here is bigger than flavour. Myprotein is using a familiar candy name to help its sports nutrition range feel more playful, more retail-friendly and less clinical, which is exactly the kind of repositioning protein brands need in a crowded market. Clear proteins, ready-to-drink shakes, bars and traditional whey all compete for the same buyer, so a licensed confectionery flavour does more than add novelty. It gives the product instant recognition and a sharper shelf story.

The product page leans into that logic with the phrase “taste of paradise,” pairing chocolate and coconut flavours with the kind of indulgent cue that can lower the barrier for casual users who might otherwise ignore a standard protein powder. In that sense, Bounty is not just about mimicking a candy bar in macro-friendly form. It is about turning nostalgia into a growth lever, and using indulgence to make routine protein intake feel a little less like work.

Mars, Incorporated’s snacking business is built around a broad portfolio of brands, which helps explain why this crossover makes commercial sense. The larger signal is clear: as protein moves deeper into mainstream retail, licensed confectionery names are becoming a way to compete for attention, broaden the audience and keep a highly commoditized category from blending into the background.