Europa's nummer 1 sportvoedingsmerk
Myprotein (myprotein.nl) scores 79 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Food & Beverage brands, Sports & Fitness brands, E-commerce brands, in the 73rd percentile of 13355 Food & Beverage brands.
Myprotein is a British online sports nutrition retailer founded in 2004 and headquartered in Northwich, UK. Owned by THG, it offers a wide range of supplements, including whey protein, aimed at fitness and sports enthusiasts across Europe. The brand positions itself as Europe's leading sports nutrition company, emphasizing affordable pricing and a broad product assortment. Its mission is to make high-quality sports nutrition and supplements accessible to everyone at low prices.
| Brand Name | Myprotein |
|---|---|
| Domain | myprotein.nl |
| Industry | Food & Beverage, Sports & Fitness |
| Founded | 2004 |
| Headquarters | Northwich |
| Parent Company / Owner | THG |
| Main Competitors | Bulk (81/100), Optimum Nutrition (82/100), MuscleBlaze (61/100), BSN, PhD Nutrition (79/100), Gymshark (nutrition line) (83/100), Prozis (83/100), Body & Fit (83/100) |
Moz Domain Authority 6/100 vs category average 42 / leader 94 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Myprotein has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Koop supplementen van de beste kwaliteit bij, MyProtein, Europa’s nummer 1 sportvoedingsmerk. Een uitgebreid assortiment aan producten tegen de laagste prijzen." (Meta description: 21 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 2 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is NL-only, limiting citation in English-language AI answers.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on Instagram, YouTube, X (Twitter), Facebook, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked November 2026.
When asked "What is Myprotein?", Claude could identify the brand as of November 2026. Myprotein is a UK-based sports nutrition and supplements brand founded in 2004, owned by THG (The Hut Group), selling products like whey protein powders, vitamins, clothing, and snacks directly online. Myprotein.nl is its Dutch storefront serving the Netherlands market. Best known for Affordable whey protein powders and frequent sales/discounts sold direct-to-consumer online.
When asked "Best brands similar to Myprotein?", Claude would recommend Myprotein as of November 2026. It's one of the biggest and most recognizable online sports nutrition brands in Europe, so it would naturally come up when discussing protein powder or supplement brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Myprotein's main competitors in Food & Beverage: Bulk (81/100), Optimum Nutrition (82/100), MuscleBlaze (61/100), PhD Nutrition (79/100), Gymshark (nutrition line) (83/100).
Sources: Brand Analyzer scan
Myprotein is a British online sports nutrition and supplements retailer, founded in 2004 and headquartered in Northwich, UK. It is owned by THG (The Hut Group) and is described as Europe's leading sports nutrition brand, selling products such as whey protein and other fitness-related supplements directly to consumers via its e-commerce platform.
Sources: Myprotein official site
Myprotein has limited AI-search visibility, scoring 46/100 on Brand Analyzer's AI visibility composite (visibility 57, trust 36, recommendation 40). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Myprotein official site
Myprotein was founded in 2004. Myprotein operates in the Food & Beverage category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Myprotein is headquartered in Northwich. Myprotein operates in the Food & Beverage category.
Sources: Wikidata
Myprotein sells sports nutrition and dietary supplement products online, including whey proteins and other fitness-related nutritional products. It operates as an e-commerce retailer, offering a broad assortment of items aimed at fitness and sports enthusiasts, with a focus on providing high-quality products at low prices across European markets.
Sources: Myprotein official site
Myprotein scores 40/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Food & Beverage options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Myprotein official site
Myprotein offers a wide assortment of sports nutrition products and supplements, with whey protein being a core offering. The brand's catalog is designed for fitness and sports enthusiasts seeking affordable, high-quality nutritional products, sold primarily through its online e-commerce platform.
Sources: Myprotein official site
Myprotein can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Myprotein official site
Myprotein is known for being one of Europe's largest and most prominent sports nutrition brands, particularly recognized for its whey protein products and wide range of affordable supplements. It has built a reputation as a go-to online retailer for fitness enthusiasts seeking quality nutrition products at competitive prices.
Sources: Myprotein official site
Myprotein is owned by or part of THG. Myprotein operates in the Food & Beverage category.
Sources: Wikidata
Myprotein's products are used by fitness and sports enthusiasts who are looking for affordable, high-quality nutritional supplements and protein products to support their training and fitness goals. The brand targets consumers across Europe who prioritize value alongside product quality.
Sources: Myprotein official site
Myprotein is popular due to its wide-ranging product assortment and positioning as the most affordable, high-quality sports nutrition option in Europe. Its mission to make supplements accessible to everyone at the lowest prices appeals broadly to fitness and sports enthusiasts seeking value without compromising on quality.
Sources: Myprotein official site
Myprotein scores 46/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Myprotein has a limited AI-visibility profile at 46/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (57/100) and its weakest is trust (36/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: a low Moz Domain Authority of 6/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Myprotein from memory (November 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Myprotein: My Korean Kitchen (79/100), MyFlowerTree (79/100), Nääs Fabriker (79/100), Napolina (79/100).
A step up - brands to learn from: Zuppler (81/100), Zulay Kitchen (81/100).
Category leader: Target (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.