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Short verdict: this one mostly decides itself by geography. In the UK, MyProtein wins — domestic store, sterling prices, constant codes, 30+ flavours. In the Netherlands and Belgium, XXL Nutrition is the hometown pick with the local delivery advantage. The interesting question is what happens at the margins, and what the numbers actually support.
MyProtein’s figures below come from its UK product pages, checked on 4 July 2026. XXL prices its store in euros and rotates offers week to week — printed numbers would be stale before you finished reading — so this page also gives you the 30-second maths to compare the two on the day you’re actually buying.
MyProtein: the numbers
Founded in 2004, MyProtein is one of Europe’s biggest sports nutrition operations, and its flagship Impact Whey is the yardstick product in this price class. What its UK page showed when we checked:
| Impact Whey Protein (1kg) | Checked 4 July 2026 |
|---|---|
| List price | £30.99 (shown reduced from £32.99) |
| Protein per serving | 23g |
| Cost per serving | £1.03 |
| ≈ Cost per 100g of protein | £4.48 at list |
| Flavours listed (UK) | 30+ (incl. licensed Mars®, Snickers, Bounty®) |
| On-site rating | 4.64/5 (~30k reviews, MyProtein’s own site) |
Two habits serve you well with this brand: never pay the list price (codes run near-constantly — our deals page tracks them), and pick flavours from rankings someone has actually tasted rather than the product photos.
XXL Nutrition: the Benelux heavyweight
XXL Nutrition is a Dutch brand that’s been selling since the mid-2000s, with its own product lines (its whey range fronts the catalogue), a euro-denominated store, and an EU-first shipping operation. In the Benelux fitness scene it occupies roughly the slot MyProtein occupies in the UK: the default big-catalogue store people reorder from out of habit.
Its prices, serving specs and current flavour count live on its store and change often. Before ordering, run the one calculation that matters: euro price ÷ servings ÷ grams of protein per serving — then compare it with the £4.48-per-100g baseline above (converted at the day’s rate) and whatever MyProtein code is running.
The geography question is the real question
- You’re in the UK: MyProtein is domestic; XXL is an import with euro pricing and cross-border shipping to factor in. It would take a remarkable price gap to justify that friction, and we’ve seen no evidence of one.
- You’re in the Netherlands or Belgium: the mirror argument applies. XXL delivers from inside your market; MyProtein serves the EU well but competes there as the away team.
- Elsewhere in the EU: it comes down to shipping terms and the day’s basket price — both stores publish theirs; trust the checkout total, not the banner.
Range and taste
MyProtein’s UK range is the widest we’ve seen from any mainstream brand — 30+ Impact Whey flavours after the 2026 licensed-bar additions — and it’s the only side of this comparison we can speak to from experience: our tested flavour rankings exist because we’ve drunk our way through a good chunk of that list since 2016. XXL’s range we haven’t tasted, so it gets no verdict from us. If flavour research is your idea of fun, our best-tasting protein powder guide goes deeper across brands.
The verdict
UK readers: MyProtein, without much agonising — the value is verifiable, the range is enormous, and the codes do the rest. If you want to see how it fares against a rival we could fully price-check, read MyProtein vs Bulk and MyProtein vs Optimum Nutrition. Benelux readers: XXL Nutrition is the rational local default, and the checkout maths above will tell you if MyProtein’s EU store ever beats it for your basket.
Two stores, two home markets, one calculation. Buy from whichever wins it on the day.
Frequently asked questions
Should UK buyers pick MyProtein or XXL Nutrition?
MyProtein, in almost every case: it's the domestic option with UK pricing (£30.99/1kg for Impact Whey when we checked in July 2026), constant discount codes, and a 30+ flavour range. XXL Nutrition is a Dutch store that prices in euros and ships EU-first — as a UK buyer you'd be importing, so check its current shipping terms before ordering.
Is XXL Nutrition legit?
Yes — it's an established Dutch sports nutrition brand (selling since the mid-2000s) with a large EU customer base. Legitimacy isn't the question; for most readers the question is geography: it's the local choice in the Netherlands and Belgium the way MyProtein is in the UK.
Which is cheaper?
MyProtein's Impact Whey worked out at roughly £4.48 per 100g of protein at its July-2026 UK list price, and its codes usually cut that further. XXL prices in euros and rotates offers frequently, so compare on the day: divide the price by the number of servings, then by grams of protein per serving, and put the two results side by side.
Which tastes better?
We've only run a proper taste ladder on MyProtein — years of tubs, ranked in our flavours guide, from a UK range that now spans 30+ options including licensed Mars, Snickers and Bounty flavours. We haven't taste-tested XXL's range, so we won't rank what we haven't drunk.
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