Myprotein unveiled its Winter Arc Advent Calendar, a festive countdown that swaps chocolate for 24 daily fitness challenges, each paired with a product from across its range. It carries an RRP of £115.99 and is currently listed at £79.99.
The calendar leans on the Winter Arc trend, a push to build fitness momentum from October through January instead of waiting for the usual "new year, new me" reset. Behind each door sits a challenge and a product, with the 24-day mix spanning protein, snacks, hydration, vitamins and accessories, plus seasonal flavours and some exclusives.
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For Myprotein, the format doubles as a shop window for a portfolio that has widened well beyond sports nutrition, giving shoppers a route to sample across categories.
"The Winter Arc has created a really interesting shift in how consumers approach their fitness goals, encouraging people to build momentum before January rather than waiting for the traditional New Year reset," said product director Brett Hamer.
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