The health and beauty firm behind the Myprotein brand has said its profits will fall by £13m because of the high price of key ingredient whey.
Once regarded as a by-product in cheese-making, whey protein has become increasingly popular for use in smoothies, food and for people using injectable weight loss medications to prevent muscle wastage.
THG, which also owns online cosmetics and skincare retailer Cult Beauty, blamed "substantially higher" prices for whey which reached a record over the past year and have stayed there.
The company said that instead of passing on higher prices to customers, it would absorb the cost itself to grow market share.
With consumers becoming more health conscious in recent years, demand for protein in food and drinks has risen.
