Myprotein Pancakes by Bakeaway

This is a social-media loved collaboration between fitness nutrition brand Myprotein and ready-to-bake specialist Bakeaway, these ready-to-cook protein pancakes combine convenience with nutritional benefits. The chilled, pre-portioned pancake batter delivers high protein content with balanced macronutrients in an easy-to-prepare format.

Product innovation

The product features a specialised formulation that incorporates whey protein isolate into a shelf-stable pancake batter without compromising texture or taste. The innovation lies in the processing technology that maintains protein functionality during production and storage, ensuring optimal cooking performance despite the high protein content.

The product appeals to active consumers seeking protein-rich breakfast options without the preparation time traditionally associated with protein cooking.

Myprotein Pancakes address the intersection of fitness nutrition and convenient meal preparation. The competitive advantage relies from bringing a traditionally fitness-focused product into mainstream retail channels with improved convenience.

Development

The concept emerged from identifying a gap between protein powder pancake mixes (requiring multiple ingredients and preparation steps) and convenient ready-to-eat options.

The partnership between Myprotein and Bakeaway combined nutritional expertise with food manufacturing capabilities to create a product that balanced protein content, taste, and convenience.

Trend

According to Mintel's 2023 Sports Nutrition Report, 65% of protein product consumers express interest in convenient formats beyond traditional powders and bars.

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Young consumers are top users of sports nutrition products in the UK.

UK: Usage of sports nutrition products, by age, % of respondents, 2023.

Base: 2,000 internet users aged 16+

Source: Kantar Profiles, Mintel, October, 2023

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NielsenIQ data showed that protein-fortified mainstream foods grew by 23% in 2023, significantly outpacing specialised sports nutrition products. This data is supported by Euromonitor International's report that shows the "active nutrition" category (everyday foods with fitness benefits) represented the fastest-growing segment within the broader nutrition market.

Launch Details

Myprotein Pancakes by Bakeaway launched in the UK in January 2024, available in major supermarkets including Tesco, Asda, and Sainsbury's.

The product was priced at £3.50 for a 300g pack (6 pancakes).