Iceland Foods has expanded its weight-loss range, rolling out a suite of “protein-packed, calorie-conscious meals” aimed at GLP-1 users.
The supermarket has added 38 new lines including ready meals, breakfast omelettes and filled pastas to its existing MyProtein and Slimming World ranges.
Of the new lines, 25 have been added to the MyProtien range. It includes Chargrilled Butterfly Cajun Chicken Burger, which is 186 calories per portion, a Chicken Shawarma Rice Bowl, which is 480 calories, and Creamy Chicken Alfredo Pasta, which is 628 calories per serving.
It takes the current MyProtein range – which has become one of the focal points of Iceland’s exclusive brands – to more than 50 products, Iceland’s “biggest ever” offer. NPD also spans ice creams, breakfast omelettes and a range of protein-rich sides.
The additions to the Slimming World range include four Blueberry Pancakes, Beef Rendang, and Hunter’s Chicken Pasta. Slimming World packaging has also been revamped, and now includes pop-out health labels such as “five plant varieties” or “high protein”.
“As more people turn to weight-loss medications and eat smaller portions, we want to make sure they’re still getting the nutrition they need,” an Iceland spokesman said.
“These ranges are about packing protein, flavour and balance into every bite, without losing the comfort people love, helping them achieve their goals one bite and one jab at a time.”
Iceland follows the likes of Asda, Morrisons, Co-op and M&S, all of whom have recently unveiled portion-controlled ranges aimed at the growing number of people using GLP-1 weight-loss jabs including Wegovy and Mounjaro.
In December, Morrisons unveiled a new partnership with Applied Nutrition to launch 53 new co-branded health lines spanning fresh, frozen and ambient. It included seven “GLP-1 friendly” ready meals, launched under the new Small & Balanced banner, which hit stores in the new year.
Shortly after, M&S followed with its 20-strong Nutrient Dense range, designed in consultation with the British Nutrition Foundation. It includes salads, snacks and ready meals, each one containing one of 10 micronutrients, like iron or vitamin D, which is suited to users of weight-loss medication.
Co-op, meanwhile, in January added four new ‘mini meals’ as part of its Good Fuel health offer. Each contain at least two portions of a shopper’s 5 a day, as well as added protein and fibre.
This week, Asda jumped on the GLP-1 bandwagon with a four-strong range of its own calorie-controlled, high-protein ready meals. Creamy Chicken Korma, Thai Green Chicken Curry, Chicken Chow Mein, and Chicken & Mediterranean Style Vegetable Pasta “power pots” have hit shelves, each with an rsp of £2.50 for 250g.
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