MyProtein is not actually expensive in 2026. MyProtein Impact Whey 2.5kg has an RRP of roughly £55 and a sale price as low as £30 during Impact Week, which works out to about £1.20 per 100g of powder. That is the cheapest mainstream UK whey concentrate price by a meaningful margin. The reason MyProtein feels expensive is the 80 percent gap between the inflated RRP and the actual price most buyers pay — a deliberate pricing model that turns every purchase into a code-hunt.
This post breaks down the real economics of MyProtein in 2026, why so many UK buyers feel like the brand is no longer the cheap option, and what to do about it.
Is MyProtein actually expensive? The real prices in 2026
Three real WheyWise data points from Q2 2026 pricing:
MyProtein Impact Whey 2.5kg: RRP £54.99. Standard banner code price about £36 (35 percent off). Impact Week price about £30 (45 percent off). Best stacked price about £27 with affiliate code (50 percent plus 5 percent). Works out to £1.08 per 100g at the best price.
Bulk Pure Whey 2.5kg: List price £52, sale floor around £42 (20 percent off). Works out to £1.68 per 100g on sale. No discount codes, no fluctuation.
Optimum Nutrition Gold Standard 2.27kg: RRP £79.99, sale floor around £55. Works out to £2.42 per 100g on sale. Roughly twice the price of MyProtein on a code.
The numbers are clear: MyProtein on its best code is the cheapest mainstream UK whey concentrate per 100g of powder. Off-code at RRP, it sits roughly level with Bulk Pure Whey and well above Warrior Whey. The "expensive" perception comes from the RRP, not the actual transaction price.
MyProtein Impact Whey Protein Powder
810g bag
MyProtein Impact Whey at full RRP is overpriced. On Impact Week with a stacking affiliate code, it is the cheapest mainstream UK whey concentrate by a clear margin. The brand is cheap only if you treat it like a sales-cycle product, not a list-price one.
See cheapest price →Buy direct from MyProtein →MyProtein Impact Whey Protein Powder
810g bag
MyProtein Impact Whey at full RRP is overpriced. On Impact Week with a stacking affiliate code, it is the cheapest mainstream UK whey concentrate by a clear margin. The brand is cheap only if you treat it like a sales-cycle product, not a list-price one.
See cheapest price →Buy direct from MyProtein →Quick verdict
Pros
- + 72g protein per 100g, the budget whey concentrate benchmark
- + Sale floor of roughly £1.20 per 100g during Impact Week codes
- + 40+ flavours, the widest range of any UK whey
- + Bag sizes from 250g to 5kg, accommodates any buyer
Cons
- – RRP is inflated to make sale codes look bigger than they are
- – Code timing dictates whether you get a great price or a mediocre one
Quick verdict
Pros
- + 72g protein per 100g, the budget whey concentrate benchmark
- + Sale floor of roughly £1.20 per 100g during Impact Week codes
- + 40+ flavours, the widest range of any UK whey
- + Bag sizes from 250g to 5kg, accommodates any buyer
Cons
- – RRP is inflated to make sale codes look bigger than they are
- – Code timing dictates whether you get a great price or a mediocre one
Why MyProtein feels expensive even when it is not
Three reasons buyers feel like MyProtein has become expensive in 2026, even though the data says it is still the cheapest mainstream pick.
The headline RRP is roughly 80 percent higher than the real price. When you visit myprotein.com and see Impact Whey 2.5kg at £54.99, that feels expensive — because it is, compared to Bulk's transparent £52 list price for the same bag size. Most buyers do not realise the £54.99 is essentially fictional. Bulk's price is what you pay. MyProtein's price is what you would only pay if you forgot the code.
Code timing has become more aggressive. In 2021-2022, MyProtein ran Impact Week every four to six weeks. By 2025-2026, it is closer to every six to eight weeks. The gaps between maximum-discount windows have widened, so buyers who arrive between events see less-impressive 35 percent codes and feel they are paying too much.
Rival brands stopped being meaningfully more expensive. In 2020, Optimum Nutrition Gold Standard was roughly 100 percent more expensive than MyProtein. In 2026 it is closer to 80 percent more. The gap shrank because MyProtein RRP rose faster than Gold Standard's. The relative price advantage is still real but the absolute saving feels smaller.
Buyers who shop on absolute floor price still get MyProtein for less than any other mainstream UK whey. Buyers who shop on visible list price feel that the gap has closed — and they are correct, when you compare the headline numbers rather than the transacted ones.
The inflated RRP game and what it costs you
The MyProtein pricing model is built on a permanent-discount strategy that is now industry-standard in UK supplements but originated at MyProtein's scale.
Step 1. Set the RRP high enough that any reasonable discount looks dramatic. £79.99 RRP minus 50 percent off feels enormous. £55 RRP minus 35 percent off feels less impressive even though the absolute price is similar.
Step 2. Display the RRP prominently with a permanent banner code knocking 35 percent off, anchoring the buyer's perception around the discounted price.
Step 3. Run periodic Impact Week events with 50 to 60 percent off to capture price-sensitive buyers and clear inventory.
Step 4. Layer affiliate, influencer, and email-newsletter codes on top so dedicated users can stack to 55 to 65 percent total off.
The cost to you of misunderstanding this model is real. Buyers who order at RRP pay £55 for a bag that costs Impact Week buyers £27. The same product, the same dispatch warehouse, the same protein content — twice the price.
How to buy MyProtein at its actual cheap price
Four tactics that turn MyProtein from "feels expensive" to "cheapest mainstream UK whey":
Bookmark Impact Week dates. The major sitewide events run roughly every six to eight weeks. Once you know the cadence, you can time purchases. WheyWise tracks them on the live deals page.
Stack affiliate codes on top of sitewide events. A 50 percent sitewide code plus a 5 percent affiliate code is 52.5 percent total off (not 55 — they multiply, not add). That is still meaningfully better than the sitewide code alone. The deals page surfaces verified UK affiliate codes.
Buy the 2.5kg or 5kg bag, not the 1kg. The price-per-100g on the largest size is typically 20 to 30 percent lower than the smallest. The protein is identical. You are paying less for plastic and shipping per gram.
Set up Amazon Subscribe and Save as the fallback. When you do not want to wait for Impact Week, Subscribe and Save delivers 5 to 15 percent off without code timing. The price is higher than Impact Week but cleaner than the standard banner code, and you get Prime delivery.
When a different brand is genuinely cheaper
MyProtein is not always the cheapest. Three scenarios where another UK brand wins on per-gram-of-protein price.
Outside Impact Week, Warrior Whey is cheaper. Warrior Whey's sale floor lands near £1.70 per 100g of powder consistently. MyProtein at the standard 35 percent banner code is closer to £1.85 per 100g. Warrior wins on absolute price during the periods between MyProtein discount events.
If you hate code timing, Bulk Pure Whey is the better fit. Bulk's £1.68 per 100g sale price is consistently available without coupon hunting. MyProtein's Impact Week is cheaper but only during the discount window. Annualised, the price gap to Bulk is small for buyers who avoid Impact Week.
For lactose-sensitive guts, the isolate calculation flips. Bulk Pure Whey Isolate at 84g protein per 100g is dramatically better value than MyProtein Impact Whey Isolate at 76g protein per 100g, even after MyProtein discount codes. The isolate head-to-head covers it.
For the complete live UK comparison, the whey concentrate table sorts every product by real cost per 25g of protein, updated weekly across 85+ retailers.
Frequently asked questions
Have MyProtein prices gone up in 2026? The RRP has risen by roughly 8 to 12 percent year-on-year since 2023, but the floor sale-with-code price has tracked more closely with whey commodity prices, rising only 3 to 5 percent year-on-year. The visible price gap has widened — the actual cost-per-protein for buyers who follow Impact Week has not.
Is MyProtein still cheaper than Bulk in 2026? Yes, on a code. MyProtein Impact Whey on Impact Week lands at roughly £1.20 per 100g of powder versus Bulk Pure Whey at £1.68 per 100g. Off-code at the 35 percent banner discount, MyProtein is roughly equal to or slightly above Bulk. See the MyProtein vs Bulk full breakdown.
Why is MyProtein RRP so high? The RRP is deliberately inflated as part of a permanent-discount pricing strategy. Showing a 50 percent off code against a high RRP creates a stronger perceived saving than a smaller discount against a lower base price. The model is industry-standard in UK supplements; MyProtein executes it at the largest scale.
What is the cheapest way to buy MyProtein in the UK? Wait for Impact Week, apply the sitewide 50 to 60 percent code, layer a 5 to 10 percent affiliate code on top, and buy the 2.5kg or 5kg bag. Doing all four pushes Impact Whey under 36p per 25g of protein, which is the cheapest mainstream whey price in the UK. The cheapest-way-to-buy protein guide covers it in detail.
Is MyProtein still good quality in 2026? Yes. Independent lab testing in 2024 and 2025 found MyProtein Impact Whey consistently met or exceeded its label protein claims. The product is whey concentrate sourced from major European dairy processors, same suppliers as Bulk and several premium brands. The pricing model is what changed, not the product itself.
