THG strengthens Myprotein’s presence in South Korea through new partnership
THG has embarked on a licensing partnership for Myprotein in South Korea with SG Safety Corporation, a division of CJ Group.
The agreement will enable the sports nutrition brand to widen its consumer base across the country, including in offline channels for the first time. Myprotein products will also be offered on a number of new online marketplaces.
The deal means a range of Myprotein-branded items will be manufactured locally by SG Safety Corporation under licence. Products will include bars and snacks, powders, ready-to-drink products and sports nutrition supplements.
However, THG will continue to manufacture its own key lines, such as protein powders, with SG Safety Corporation acting as distributor in the South Korean market.
With the consumer launch planned for the fourth quarter of 2025, it will complement Myprotein’s established online presence in South Korea, which is one of its top five global markets.
Neil Mistry, chief executive of THG Nutrition, 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.”
