MyProtein is the world's largest online sports nutrition brand. So, you could say that “physical stores” aren’t much of a thing at MyProtein…or at least they weren’t in the past. More recently, MyProtein has invested in retail partnerships where the functional CPG brand places a limited (or exclusive) SKU range as part of bigger demand generation strategy. That could be as simple as offering a larger pack size of Clear Whey at Costco or something more unique like a healthy frozen meals licensing partnership within UK-based food warehouse Iceland. But it is a dynamic retail investment that signals MyProtein wants to drop the “online” part and simply become the world’s largest sports nutrition brand. It’s called Myprotein Kitchen…and it’s a concept store that provides customers with multi-sensory brand touchpoints that will also the sports nutrition brand to better understand customer behavior.

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