This follows similar moves made by the US in 2024 by Nestlé, with one in 60 adults prescribed a GLP-1 medication in 2023, according to the American Pharmacists Association. Facing the growing appetite for shrinking appetites, the food giant introduced its Vital Pursuit line in May 2024– a new range of foods designed with GLP-1 users in mind.
The frozen products are high in protein, a source of fibre, contain essential nutrients such as vitamin A, calcium and iron, and are portion-aligned to a skinny jab user’s appetite.
As is typically the case, the UK has followed suit, with Bramble Intelligence estimating that there are around two million GLP-1 users. At the same time, the UK Government’s National Diet and Nutrition Survey 2025 has shone a light on Britain’s nutrients gap, with most Brits deficient in several areas and 96% not meeting the recommended daily fibre intake of 30g.
Now, the British food and drink sector has responded accordingly.
1. Ocado’s weight management aisle
Ocado Retail has rolled out a range of new products designed with GLP-1 users in mind, this includes a 100g extra small steak from Turf and Clover.
The launch follows research undertaken by the online supermarket which showed the public lacked understanding of how GLP-1s work.
According to its findings, less than half (40%) of consumers said they understood how the medication helped people lose weight, while just 42% said they were aware that the associated weight loss could be joined by a reduction in muscle mass.
While 69% recognised the importance of a balanced diet during GLP-1 treatment, fewer than half of respondents identified protein (46%) or fibre (48%) as essential.
Equipped with the above and noting that 73% of respondents also agreed it would be helpful to know what foods help support lean muscle preservation, Ocado has recently introduced a Weight Management aisle.
This virtual shelf will house products from partners such as Holland and Barrett, the new nutrient dense range from M&S (see below), and the newly launched 100g extra small steak.
2. Asda’s Power Pots
This month saw Asda unveil a range calorie-controlled, high protein ready meals.
The 250g ‘Power Pots’ come in four varieties – Creamy Chicken Korma, Thai Green Chicken Curry, Chicken Chow Mein, and Chicken & Mediterranean Style Vegetable Pasta – at an RSP of £2.50.
The retailer has targeted the ready meals at those looking to be healthier without the fuss, as well consumers with reduced appetites – tapping into the trend of nutrient density, alongside convenience.
The launch follows positive sales for Asda own-label products which are up by 54% year on year.
3. Co-op’s Good Fuel
The new year also saw Co-op introduce its “GLP-1 friendly” meals, designed for people taking weight-loss medication such as Ozempic or Wegovy.
Packed with nutrients and high in protein and fibre, the ‘Good Fuel - Power Up Your Plate’ offering comprises four 250g mini meals: Butternut Squash, Beans and Grains; Chicken & Sweet Potato Penang Curry, Chicken & Courgette Alfredo Pasta, and Chicken Teriyaki Noodles – priced at £3.50 each.
4. Morrisons launches Applied Nutrition food range
Announced in December 2025, the discounter saw its new and exclusive Applied Nutrition range hitting shelves this month.
The range comprises 53 Applied Nutrition food products, which includes a selection of ready meals for GLP-1 users.
The ‘Small & Balanced’ products feature meals such as Spaghetti & Meatballs Cottage Pie, Sweet Chilli Prawn Noodles, and Chicken Casserole – available at £3.75 each.
5. M&S Nutrient Dense meals
Towards the end of last year, Marks and Spencer revealed its ‘Nutrient Dense’ selection – a set of clean label salads, snacks and meals which are rich in fibre, vitamins and minerals.
The 20-strong portfolio has been developed to make it easier for daily fibre goals to be hit even if consumers are on weight loss medication or moderating calorie intake.
For example, its Nutrient Dense Super Seeded Oaty Bread – which is part of the range – has 13g of fibre per two slices.
Each product in the range contains at least 1 of 10 micronutrients, such as vitamin D, iron, folate or vitamin B12.
With the increase in popularity of weight-loss injections, a reduced appetite can mean missing out on important nutrients and that’s why nutrient density is so important.
M&S head of food nutrition, Grace Ricotti
The roll-out comes as the UK Government’s National Diet and Nutrition Survey 2025 shines a light on nutrient deficits, with the majority of Brits deficient in several areas and 96% not meeting the recommended daily fibre intake of 30g.
In an effort to help guide consumers, the new Nutrient Dense meals have been designed to clearly signpost fibre levels on pack and feature the ‘Eat Well’ flower logo.
This launch will also appeal to those looking for ‘cleaner’ foods as the UPF debate continues to hang over the food and drink sector, with the range made with ‘wholefoods and store cupboard ingredients’.
6. Iceland’s massive protein push
Iceland is also muscling in on Britain’s booming weight-loss trend with its protein-packed, low calorie meals.
The supermarket has launched 38 new frozen meals for those using injections such as Wegovy, Mounjaro, Saxenda and Nevolat.
This represents its biggest Myprotein roll-out with more than 20 new products comprising meals and snacks, alongside additional Slimming World products.
The Myprotein meals focus heavily on high protein to help protect muscle mass, alongside lower calorie counts and balanced nutrition.
Meanwhile, the expanded Slimming World Free Food selection includes breakfast pancakes, on-the-go lunch bowls, filled pastas, main meals, sides and protein-packed meats, with first-ever additions such as ravioli and naan breads.
