Myprotein gains protein cookie listing at Co-op

Cheshire-based sports nutrition business Myprotein is to roll out a cookie into Co-op stores next week.

Billed as containing a “gooey caramel centre, chocolate chips and a rich dough”, the 75g Double Chocolate and Caramel Cookie is said to contain 20g protein and less than 1g of sugar.

The bakery item will roll out in Co-op stores on Monday (rsp £2.50), joining a 60g birthday cake-flavoured Layered bar and Carb Crusher bar in Fudge Brownie Flavour.

The grocery listing is a first for the direct-to-consumer online retailer, which was acquired in 2011 by The Hut Group.

CEO Matthew Moulding said the sports & nutrition category has experienced considerable growth over the past three years as “high protein bars and snacks have diversified beyond its core audience”.

“As we see a shift in consumer attitudes towards protein and a bigger focus on lifestyle choices, sports and nutrition has become less niche and now appeals to more mainstream shoppers,” he explained.

“This change in consumer behaviour is something we have seen through our online audience and the demand for our bars and snacks in an easily accessible on-the-go format is in higher demand than ever as people see them playing a role as a healthy alternative to traditional confectionery.”

Earlier this year Welsh flapjack brand Brynmor gained listings for two new protein flapjacks in Ocado.