Myprotein has released a brand tie-in to coincide with the global release of Captain America: Brave New World.
According to the brand, the new products are “inspired by Captain America’s legendary shield as a symbol of perseverance, this new range will help consumers unlock their potential and fuel their own hero story.”
Myprotein signed a multi-year collaboration with Marvel in 2024, initially with its Black Panther, Spider-Man, Hulk and Captain Marvel characters.
The new products include Captain America inspired vanilla raspberry Impact Whey Protein, Pop Rolls, a collectable shaker and a limited-edition box.
Today’s launch comes as Google searches for ‘Captain America’ are up more than +5000% in the last 30 days.
MyProtein is a THG Nutrition brand, owned by North West ecommerce group, THG plc.
Earlier this year, it revealed that it could be in line for a multimillion pound VAT rebate, following a tribunal ruling that protein products could be 0% VAT rated. It calculated that it could be due a 4 year retrospective claim of around £30m.
Captain America: Brave New World is Anthony Mackie’s debut outing as Captain America – having inherited the role from Steve Rogers (Chris Evans).
The film, which also stars Harrison Ford, Giancarlo Esposito and Danny Ramirez, hasn’t entirely opened to glowing criticism, reaching 51% on Rotten Tomatoes.
