Morrisons has claimed it will be the first UK supermarket to stock ‘GLP-1 friendly’ ready meals as part of a major own-label shake-up in January.
The supermarket has teamed up with Applied Nutrition to launch 53 products, spanning fresh, frozen and ambient categories.
Hitting stores on 2 January, new products will include salad bowls, pizzas, high-protein cheeses, high-protein pasta, high-protein ice cream and more.
Each product had been developed with a focus on protein content and quality ingredients, and would cater to the 26% of Morrisons customers actively seeking to increase their protein intake, according to the supermarket [Pilgrims Customer Research 2024].
The shake-up will include the introduction of a seven-strong range of ‘GLP-1 friendly’ ready meals, launching under the retailer’s new ‘Small & Balanced’ banner.
The meals were created to deliver more balanced macronutrient content in small portions, to aid satiety without compromising on flavour for GLP-1 users and health-conscious consumers alike, said Morrisons.
“The growing use of GLP-1s has further driven demand for convenient, nutrient-dense options that support balanced eating,” said Morrisons own brand director Lizzy Massey.
“Applied Nutrition is a highly trusted, fast-growing brand in the health space, and we are thrilled this exclusive collaboration enables us to provide even more choice and great value to our customers.”
Applied Nutrition COO Steven Granite added: “We are delighted to partner with Morrisons on this exciting new range of high-protein foods, launching in January.
“Applied Nutrition is a brand for anyone looking to make healthier choices, and this new range will help consumers achieve their goals with convenient, great-tasting, and nutritious options.”
The licensing agreement was brokered by Blonde Sheep Licensing.
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