Tesco has ramped up its chilled ready meals offer with the addition of EatFit, a four-strong range from sports nutrition & body building supplements brand Sci-Mx.
Rolling out this week exclusively to the grocer, EatFit is targeted at “health-conscious consumers and those who live an active lifestyle, looking for balance of nutrition without compromise”.
The result of around two years’ development, the quartet of variants are chicken-based: Pad Thai, Cajun, Korean Style and Turmeric (rsp: £4.49/370g). Each contains at least 8.1g of protein per 100g and less than 93kcals, as well as “well-balanced macros” and “no unnecessary added salt or sugar”.
EatFit’s launch came as an alternative to “buying a product loaded with red and amber traffic lights, or having a calorie control meal that left you feeling hungry” said Sci-Mx senior brand manager Max Dawson.
The Samworth Brothers-owned brand’s debut in the healthier ready meals market puts it in competition with the likes of Men’s Health, Fit Kitchen and Musclefood – although not directly in Tesco chillers.
“Providing active nutrition beyond the healthcare aisle gives Tesco shoppers a destination where they can cross-shop everything they need to fuel a fitter lifestyle,” Dawson added