A UK supermarket is launching a new range of ready meals designed specifically for shoppers using weight loss drugs, marking a significant shift in how mainstream retailers are responding to changing eating habits driven by GLP-1 medications.
Morrisons has announced it will introduce a seven-strong selection of ‘GLP-1 friendly’ ready meals in January, becoming the first major supermarket to openly target customers using appetite-suppressing drugs such as Ozempic and Wegovy.
The meals will land in stores on 2 January and form part of a wider own-label shake-up centred on protein, portion size, and balanced nutrition.
The new ready meals will sit under a banner called Small & Balanced and are intended to offer smaller portions with carefully considered macronutrient profiles. According to the supermarket, as reported by The Grocer, the meals have been developed to support satiety while still delivering flavour, aiming to meet the needs of people whose appetites may be reduced but who still want convenient, enjoyable food.
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The launch is part of a much larger collaboration with sports and health brand Applied Nutrition, which will see a total of 53 new products roll out across fresh, frozen, and ambient categories. Alongside the ready meals, shoppers can expect salad bowls, pizzas, high-protein cheeses, high-protein pasta, and even high-protein ice cream to hit shelves.
Morrisons says the move is driven by changing customer behaviour, with its research showing that more than a quarter of its shoppers are actively trying to increase their protein intake. The retailer believes the growing use of GLP-1 drugs has accelerated demand for nutrient-dense food that comes in smaller, more manageable portions, without leaning into traditional ‘diet’ messaging.
Lizzy Massey, Morrisons’ own brand director, said: “The growing use of GLP-1s has further driven demand for convenient, nutrient-dense options that support balanced eating… 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 has framed the partnership as a way to make healthier choices more accessible, rather than niche. The brand is best known for supplements and protein powders, but this collaboration represents a significant step into everyday food.
Steven Granite, COO of Applied Nutrition, said: “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.”
Ben Williams