HAK and XXL Nutrition team up for protein partnership

HAK and XXL Nutrition are jointly launching two high-protein meal soups. For XXL Nutrition, the partnership marks a new step beyond traditional sports nutrition, while HAK is responding to the growing demand for convenient products with added protein.

From the gym to the supermarket

The meal soups are available in two varieties: sweet potato-pumpkin and tomato-lentil. Each package contains 23 grams of protein and approximately 400 grams of vegetables and legumes. The products are now on the shelves at the Dutch supermarket chains Plus, Dirk, and Jumbo, and will soon be available in the XXL Nutrition online store as well.

“As far as we’re concerned, high-protein nutrition doesn’t have to be complicated,” says Van der Zel. “It’s precisely by collaborating with strong food brands that we can develop products people can easily incorporate into their daily diets. You don’t have to make a separate shake or prepare a sports meal—you can just eat a bowl of soup.”

With this launch, XXL Nutrition continues its expansion into mainstream food categories. The brand has previously collaborated with companies such as Hema, Jumbo, and Zuivelhoeve. Its goal is to make protein-rich foods accessible beyond gyms and specialty supplement stores. For Dutch canned food manufacturer HAK, this is a way to ride the protein trend and convince a new target audience of athletes of the benefits of legumes.