According to WHAS 11, a local ABC affiliate, construction for a 210,000-square-foot facility in central Kentucky is already underway, which will include office space for Cend, Myprotein’s parent company, and manufacturing. A statement from Kentucky Gov. Matt Bevin says the facility is expected to open in April, and will bring up to 350 jobs.
A tailored, online platform
On Myprotein’s website, the brand boasts that it isn’t a “one size fits all” operation. Visitors can sort its multiple products either by the consumer’s goals (like “muscle and strength” or “diet and weight loss”) or a specific sport (NFL, bodybuilding, ice hockey, etc.).
Their products range from vitamins and minerals, to snack bars, pcreatine, amino acids, and a selection of protein powders—all sold online. Cend itself is part of parent company The Hut Group, a British multi-website online retailer that focuses in the lifestyle industry, from fitness to menswear to skincare.
A spokesperson for Myprotein told NutraIngredients-USA that they want "to establish the same model that we have used to become Europe's number one brand and the world's largest online sports nutrition company."
Drawn across the pond
According to the spokesperson, increasing snacking trends in the US was seen as a golden opportunity. "We aim to ensure we have every meal and snacking occasion covered by implementing the range of over 2,000 [stock keeping units] onto our US website as soon as possible," the spokesperson said.
For this year, sales in the US are on course for well over $10 million. "We are looking to aggressively grow our presence as a brand stateside."