THG has rebranded MyProtein amid pressure by investors to sell off the nutrition business.
The group said the retailer’s new brand identity will help “set the tone for the future”, positioning it for better growth.
The “new chapter” includes a rebrand of the retailer’s logo, which has already been rolled out across its packaging and website in the UK and Ireland, following 18 months of consumer research and testing.
Europe, the US and other regions globally will follow suit in September, with Australia launching in early 2024.
THG said the phased rebrand supports Myprotein’s commitment to reducing waste.
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MyProtein global brand director Ross Sewley said: “To authentically evolve the MyProtein brand, first we needed to know what we stood for.
“Driven by our innovative roots, our focus quickly turned to breaking down the barriers of the fitness industry, which is often seen as confusing and intimidating.
“We’ve then set about elevating our look and feel, to encompass our passion for accessible nutrition.
“Every decision we’ve made from start to finish of this evolution has been around the customer and our role to empower, and champion, everyone with a healthy intention.
The rebrand comes amid pressure from activist investor Kelso Group, who called on THG to explore selling the nutrition business after it increased its share in April.
The firm said MyProtein was “likely ultimately to end up being owned by one of the large global food and beverage companies” and suggested potential buyers could include Coca-Cola, Mondelēz International and Nestlé.
At the time, THG boss Matthew Moulding responded by describing the UK as a “selling club” where founders are “pressured to sell brands as soon as they show promise”.
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