Why Is MyProtein So Expensive? The UK Pricing Reality in 2026
MyProtein Impact Whey costs £1.02 per 25g of protein at its 4.35kg size. What drove the rise, and the recognisable brands that still undercut it.
Kevin, founder of WheyWise
Quick answer
Because it genuinely is now, and that is a change. A 4.35kg bag of Impact Whey bought direct is £127.49, which works out at £1.02 per 25g of protein. Two things drove it: European whey protein concentrate rose about 120% between October 2025 and July 2026, and MyProtein sets a high RRP so every code feels like a win, which turns buying into a code-hunt. The honest answer is to stop code-hunting and switch: Bulk Basic Whey is 50p per 25g at its everyday price, and Protein Works Whey 360 Gold is 56p.
MyProtein is genuinely expensive in 2026, and that is a change from a year ago. The 2.5kg bag of Impact Whey lists around £83 direct and the 4.5kg around £134, which works out at roughly £2.93 to £3.07 per 100g of powder, or £1.02 per 25g of protein. A full 50 percent Impact Week code gets you to about £1.49 per 100g. Two things are going on: European whey protein concentrate rose about 120% between October 2025 and July 2026, and MyProtein keeps a high RRP so every code feels like a win, which turns buying 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
Live WheyWise data points:
MyProtein Impact Whey: 4.35kg at £127.49 direct is £2.93 per 100g, or £1.02 per 25g of protein. The 2.7kg at £82.99 is £3.07 per 100g, or £1.07 per 25g. MyProtein moves its list prices constantly: the same 4.35kg bag was £99.99 three days before this check, a 27 percent swing on one product in under a week. Check the size you actually want on the day you order.
Bulk Pure Whey 2.5kg: £64.07, or £2.56 per 100g and 90p per 25g of protein. Bulk's own 4kg is £109.99, which is 97p per 25g.
Bulk Basic Whey 2.5kg: £35.99, or £1.44 per 100g and 50p per 25g of protein. This is Bulk's entry tier and it undercuts Impact Whey's best code price without needing a code at all.
Protein Works Whey 360 Gold 4.8kg: £72.49, or £1.51 per 100g and 56p per 25g of protein.
The numbers no longer support the old conclusion. MyProtein on its best code is not the cheapest mainstream UK whey concentrate; off-code it is among the dearer ones. The "expensive" perception used to come from the RRP alone. It now comes from the transaction price too.
MyProtein Impact Whey Protein Powder
1kg 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.
or compare all UK prices →Pros
- + 72g protein per 100g, the budget whey concentrate benchmark
- + Sale floor around £1.49 per 100g on a full Impact Week code
- + 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
●Nutrition per scoop · 21.6g protein in 30g▼
Protein makes up 72%
of this 30g scoop · 113 kcal total
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 across every UK retailer we track.
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? Only on a deep code, and the comparison depends which Bulk line you mean. Against Bulk Pure Whey, Impact Whey on a 50 percent code is roughly level. Against Bulk Basic Whey at 50p per 25g of protein, Impact Whey at its current £1.02 is still the more expensive choice. 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. That is still the right method, but the destination has moved: Impact Whey's current 4.35kg price is £1.02 per 25g of protein, not the sub-36p it reached in 2025. That is no longer the cheapest mainstream whey price in the UK. Bulk Basic Whey is 50p per 25g without any code at all. The cheapest-way-to-buy protein guide covers the method in detail, and cheap protein powder UK has the current cheapest picks.
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.
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