THG has unveiled a licensing partnership with SG Safety Corporation in South Korea.
The partnership with SG Safety Corporation, which is a distribution and business development division of CJ Group, is set to bring THG’s sports nutrition brand, Myprotein, to a broader consumer base across South Korea, including offline channels for the first time, and various new online marketplaces.
This deal will see a range of Myprotein-branded products manufactured locally by SG Safety Corporation under licence, enabling the consumer brands group to deepen its presence in South Korea.
The licensed range will include bars and snacks, powders, ready-to-drink products and sports nutrition supplements.
THG will continue to produce its own key lines, including protein powders, with SG Safety Corporation acting as distributor of these goods in the South Korean market.
The consumer launch of the partnership, which marks THG’s first licensing agreement in South Korea, is planned for Q4 2025.
The move adds to Myprotein’s established online presence in South Korea, which forms one of its top five global markets.
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THG Nutrition CEO Neil Mistry said: “South Korean consumers have already shown a strong affinity for Myprotein, and we’re pleased to be building on that momentum through this partnership.
“Working with SG Safety Corporation, a specialist distribution and business development division within CJ group, gives us the ability to reach more customers, more efficiently.
“This collaboration will strengthen our presence in one of Myprotein’s most important markets, while also creating new opportunities to grow across established and emerging product categories, and to extend our reach across both offline and online channels.”
The partnership comes after THG’s Nutrition arm, including MyProtein, faced challenges in its latest results in April, with sales falling 8.7% to £579.8m.
The decline was attributed to a rebranding initiative and one-off promotional activities aimed at clearing legacy stock.
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