Supermarket giant Morrisons has announced a major new product range, positioning itself as the first UK supermarket to stock a dedicated line of 'GLP-1 friendly' ready meals. The move is a direct response to the growing number of shoppers using anti-obesity injections.
New High-Protein Range in Partnership with Applied Nutrition
The retailer is collaborating with sports supplement brand Applied Nutrition to launch a total of 53 new products across fresh, frozen, and ambient categories. This exclusive range is designed to offer convenient, nutrient-dense options for customers seeking functional food that supports their lifestyle.
Lizzy Massey, Own Brand Director at Morrisons, stated: "The growing use of GLP-1s has further driven demand for convenient, nutrient-dense options that support balanced eating. Customers are seeking high-protein, functional food that fits seamlessly into their everyday lives."
Launch Details and Product Highlights
The new collection, which will be available in stores from January 2, 2026, includes a variety of items such as salad bowls, pasta dishes, ice cream, and pizza. A key feature is the introduction of seven ready meals under a new 'Small & Balanced' banner, which includes options like an exclusive Applied Nutrition cottage pie.
Steven Granite, Chief Operating Officer at Applied Nutrition, commented: "We are delighted to partner with Morrisons on this exciting new range of high-protein foods. This new range will help consumers achieve their goals with convenient, great-tasting, and nutritious options."
Strategic Move in a Competitive Market
This initiative sees Morrisons, which rivals chains like Tesco, Sainsbury's, Asda, Aldi, and Lidl, making a strategic play in the burgeoning health and wellness sector. By being the first major grocer to cater specifically to consumers on GLP-1 medication, Morrisons aims to capture a significant and growing customer base looking for tailored nutritional solutions.
The launch underscores a broader trend in retail towards personalised nutrition and highlights how supermarkets are adapting to evolving consumer health trends beyond traditional dieting.
