Muscle Food has been forced into administration following loss of confidence from a lender, mass delivery disruption and customer complaints about rotting meat.
The failure comes just a year after the DTC operator underwent a change of ownership in a bid to turn around the company’s fortunes.
It’s unclear how many employees are affected or if any redundancies have yet been made. The most recent set of company accounts showed Muscle Food employed around 90 staff.
Administrators at insolvency firm Mackay Goodwin took charge of Muscle Foods Ltd on 21 July and are understood to be seeking a buyer for the business and assets.
It follows an application to place the company into administration by small business lender Bizcap, according to documents filed with the courts.
One-star reviews
Muscle Food is an online retailer of meat and high protein meals, and is most well known for its premium chicken breast offering.
Last August, former CEO Nick Preston took control of the struggling business and kicked off a major restructuring, which included writing off most of the business’ debts.
However, The Grocer understands the business was hit by a wave of delivery issues this year, resulting in thousands of orders going missing, being delayed or never arriving with customers.
Muscle Food’s Trustpilot page has been flooded with hundreds of one-star reviews in recent months, with the vast majority focused on delivery issues with DHL, the company’s courier, and poor customer service. Customers also complained in large numbers about spoiled and rancid meat.
One customer said an order for £75 worth of meat had to be thrown away because “it stank”. “Turned up a day late soaking wet and warm,” the review read.
Another customer said: “The moment the stench hits your nose you felt like you’ve aged. I feel like I’ve lost a few years off my life from that smell. It was absolutely revolting.”
Many reviews highlighted “terrible” service from both Muscle Food and DHL, with one complaining the delivery driver left a box of meat in direct sunlight and another said they were told the delivery van had broken down and their food order had been thrown away.
Preston told The Grocer he was “devastated”.
“At this stage I cannot say too much, but I will make a full statement in due course about the actions of the lender along with the further comments around operations and courier,” he said.
“This is an incredibly difficult time for all involved, not just at Muscle Food but for all our suppliers and customers who have felt the impact of these actions.
“I am devastated. Just when it appeared we were coming through the other side, a series of damaging setbacks over a sustained period of time left the business in a very precarious position.
“If anyone looks at what has happened to our Trustpilot reviews since early May I think there is a clear pattern as to where accountability falls.
“We had overcome so many challenges, the team have been unbelievable, and we had strong plans for the future.”
‘Material uncertainty’
Muscle Food struggled in the aftermath of a pandemic-fuelled high in 2020 that pushed sales up to £45m.
Preston’s relationship with Muscle Food goes back to its early days in 2014. He ran the company as co-CEO for almost two years up to the end of 2021. He then returned as CEO in late 2022 until September 2024.
Losses raced to almost £8m in FY24 as sales declined and costs ramped up, with the accounts flagging “a material uncertainty” over the business’ going concern status.
Preston returned to Muscle Food in August last year, partnering with Ross Carlin, founder of The Good Food Group, to acquire the business.
The most recently available accounts, for the year to 31 July 2025, showed revenues plunged 25% to £23m as the business abandoned a pursuit of growth in an attempt to break even.
Following the financial year end, the new owners undertook a restructuring review to stabilise operations and address legacy issues.
FY25 accounts, signed off by Preston on 7 January 2026, said early indicators showed an improved performance and a plan was in place to return the business to sustainable growth.
The Grocer understands Muscle Food hired advisors at recovery firm Begbies Traynor in June this year to support the business with a debt restructuring project.
Preston said the company was “literally days” from concluding a debt consolidation round to free up funds for working capital when Muscle Food was forced into administration.
Bizcap said: “As the matter remains subject to ongoing proceedings, we are unable to comment on individual customer matters and will not provide further comment at this stage.”
Mackay Goodwin did not respond to a request for a statement on the administration. Begbies Traynor and DHL also did not provide a comment.
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