THG has rebranded Myprotein amid pressure to sell off its nutrition business.
The move will see the introduction of a new logo across its packaging and website in the 海角视频 and Ireland before being rolled out across Europe, the US and other regions in September and then in Australia in early 2024.
The Manchester-headquartered group said the rebrand was the result of 18 months of work, research, consumer surveys and global testing.
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On the rebrand, Ross Sewley, global brand director at Myprotein, said: "To authentically evolve the Myprotein brand, first we needed to know what we stood for.
"Driven by our innovative roots, our focus quickly turned to breaking down the barriers of the fitness industry, which is often seen as confusing and intimidating.
"We’ve then set about elevating our look and feel, to encompass our passion for accessible nutrition.
"Every decision we’ve made from start to finish of this evolution has been around the customer and our role to empower, and champion, everyone with a healthy intention.
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"Further to that, we have ambitions to become distinguishable amongst the world’s most iconic lifestyle brands."
Lex Carruthers, head of brand at Myprotein, added: "The idea behind these symbols was to help educate our customers, and simplify our packaging, by signposting to the health benefits of each product, and categorising the offering for easy navigation.
"This encompasses our core goal of being an empowering health movement and impactfully representing the wider health and wellness space."
The move comes after activist investor Kelso Group called on THG to consider separating out Myprotein after upping its stake in April.
At the time Kelso, which first bought into THG in January, said its nutritional business is "likely ultimately to end up being owned by one of the large global food and beverage companies".
The group suggested potential buyers could include Nestlé, Coca-Cola, PepsiCo and the Cadbury’s owner, Mondelēz International.
In response, THG co-founder and chief executive Matthew Moulding described the 海角视频 as a "selling club" where founders are "pressured to sell brands as soon as they show promise".
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He added that the 海角视频 provides "the talent that is always bought by the bigger clubs".
In a social media post, the businessman addressed interest in the group's Myprotein brand which was acquired in 2011.
He said: "It’s no surprise to anyone at THG that Myprotein has finally come into focus in the City and the media.
"It's always been a bemusement to us. THG has three exciting divisions, each global leaders.
"But to date, interest in THG has been limited to THG Beauty, our largest division, and THG Ingenuity as an exciting tech platform. Myprotein is often ignored, despite being a huge global brand."
Mr Moulding added that since the brand was acquired, Myprotein's sales have risen from £20m to almost £700m.
He also said Myprotein has become one of the largest brands crated in Britain in the last 20 years, alongside Boohoo, PrettyLittleThing, Gymshark and Fevertree.