Sainsbury’s targets protein and appetite control with new own-label ranges

Sainsbury’s looks to ride the GLP-1 NPD wave with its latest push into high-protein and portion-controlled meals. Supermarkets are scrambling to define what “eating well” looks like in the age of weight-loss drugs, the high-protein-craze and fibremaxxing trends. The move follows a sharp rise in shopper interest, with searches for “high protein” up 57% year on year, according to the retailer.

As reported by The Grocer last month, retailers from Co-op to M&S, Asda and Ocado are all experimenting with smaller portions, louder protein claims and nutrient-dense positioning as they target shoppers who are eating less, but wanting more of what counts. Nutritionists cited by The Grocer have been clear that for people on appetite-suppressing medication, quality matters more than quantity, with protein, fibre and micronutrients all needing to work together.

“Making it easier for everyone to enjoy good food is something that matters to us at Sainsbury’s,” says Sainsbury’s director of fresh product innovation, James Campbell. ”We understand people have different nutritional needs, appetites and tastes and that continues to guide how we develop our products.” 

Sainsbury’s has launched a 19-strong High Protein own label range with six new high-protein ready meals priced at £3.75, each delivering at least 31g of protein for under 500 calories. Alongside new wraps, salads and sandwiches joining the £3.95 meal deal. Breakfast is also seeing new launches, with sub-£1 porridge pots, strained yogurts and new granola and cereal clusters, while a rollout of high-protein bakery lines is set to follow.

Alongside the protein push, Sainsbury’s has also introduced its new ‘Small but Mighty’ range of nutrient-dense meals, developed with a registered dietitian to support shoppers with smaller appetites. These include