- Developed and produced in partnership with BakeAway, the range includes Cocoa and Original flavour Protein Pancakes
- Myprotein ready-made protein pancakes launch in Morrisons stores on 27th March
- The range contains 25g of protein per pack and has an RRP of £2.35
- The United Kingdom Protein Market size is estimated at 438.63 million GBP in 2024, and is expected to reach 562.7 million GBP by 2029, growing at a CAGR of 5.11% *
Leading food manufacturer, BakeAway has partnered with Myprotein to develop the first ready-made, branded chilled protein pancake in the UK. Launched on 27th March, in Morrisons stores nationwide, and following on with multiple other UK grocers throughout the year. the protein-rich pancakes make the perfect on-the-go snack or delicious meal solution while supporting fitness goals.
Gareth Gray, Head of Licensing and Partnerships at Myprotein said: “Our readymade protein pancakes are an absolute gamechanger, we know our customers lead busy lives and demand snacks and meals that are time efficient yet nutritious and help them hit their macros.
“Protein pancakes are a food prep staple and we have made it easier than ever before for people to enjoy them, whether that’s on the way to the gym or at home, without the mess that comes with the territory of making protein pancakes from scratch.
“This range has been in development with BakeAway for over a year now and forms part of Myprotein’s ongoing licensing strategy that supports accessible protein through the RTD and RTE markets. We can’t wait to hear what people think.”
Each high protein pancakes contains 95.5 calories and 2.8g of fat[i], so they’ll taste like a treat but keep you on track with your nutrition goals.
BakeAway has used its expertise in pancakes, as the leading UK supplier of chilled pancakes, together with Myprotein’s knowledge of nutrition to create the ultimate tasty, readymade protein pancake. BakeAway, part of the Cerelia group, has leveraged the groups knowledge to develop an exciting pipeline of NPD together with Myprotein to deliver on the UK consumers desire for accessible and easy to prepare protein rich food.
Available in Cocoa and Plain variants, the Myprotein pancakes can be pan heated (and flipped), microwaved, or warmed in the oven, offering a delicious, quick treat or meal for consumers with busy lifestyles.
Jennie Bosson, Head of Marketing at BakeAway said: “We have a long history of manufacturing delicious pancakes at BakeAway and are constantly looking to innovate and create new styles and flavours to respond to the ever-evolving consumer tastes and trends.
“Our knowledge and passion for pancakes is matched by Myprotein’s nutrition expertise, so the partnership makes complete sense and we are looking forward to working with Myprotein on more innovations.”
The launch also forms part of THG Nutrition’s ongoing range expansion through licensing and partnerships with recognised brands, such as Bakeaway, with Protein pancakes marking the first launch in the exciting new long-term agreement This strategy supports Myprotein’s goal to make nutritious food and drink more accessible for the everyday consumer, through the creation of ready-made products and placements in retailers.
[i] These nutritional values are based on plain variant, cocoa variant has 103 calories and 2.9g fat per pancake.
*Mordor Intelligence 2024
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