In a major move for UK retail, supermarket chain Morrisons has announced it will become the first British grocer to stock a dedicated range of ready meals designed for people using anti-obesity injections.
A Supermarket First for Weight-Loss Support
The retailer, which operates stores nationwide including in Birmingham, is launching an exclusive collaboration with sports supplement brand Applied Nutrition. The partnership will see 53 new high-protein products introduced across fresh, frozen, and ambient categories.
Lizzy Massey, Director of Own Brand at Morrisons, explained the rationale behind the launch. She stated that customers are increasingly “seeking high-protein, functional food that fit seamlessly into their everyday lives.” The growing popularity of GLP-1 agonist medications, often referred to as 'fat jabs', has further spurred demand for convenient, nutrient-dense options.
What's in the New Range?
The new product line, set to hit shelves on January 2, 2025, will feature a wide variety of items aimed at supporting balanced eating. Shoppers can expect to find:
- Salad bowls and pasta dishes
- Ice cream and pizza options
- A seven-strong range of ‘GLP-1 friendly’ ready meals under the ‘Small & Balanced’ banner
A highlight of the range will be an exclusive Applied Nutrition cottage pie, formulated to be suitable for those on medication like Ozempic and Wegovy. The core focus is on providing great-tasting, convenient meals that are high in protein to help maintain muscle mass during weight loss.
Strategic Partnership in a Competitive Market
This strategic launch positions Morrisons ahead of key rivals like Tesco, Sainsbury's, Asda, Aldi, and Lidl in catering to this emerging consumer need. Steven Granite, Chief Operating Officer at Applied Nutrition, expressed delight at the partnership, noting their brand is for “anyone looking to make healthier choices.”
Morrisons hopes this exclusive range will provide more choice and value for customers navigating specific dietary requirements linked to medical weight management. This initiative reflects a broader trend in retail, where supermarkets are increasingly tailoring offerings to support health, wellness, and specific medical treatments.
