Sainsbury’s has introduced two new ranges to its shelves, with the roll out of its new ‘High Protein’ selection and its ‘Small but Mighty’ range.
Protein has climbing the consumer agenda for several years now, with influencers posting reams of protein-loaded content and brands hot on their heels with their own launches.
And the boom shows no sign of slowing, with searches on Sainsbury’s online site for ‘high protein’ up 57% year-on-year. As such, the retailer has launched 19 new skus which deliver on the protein fix.
Specifically, Sainsbury’s has seen a huge surge in interest for ‘high protein ready meals’ (+300% Y-O-Y) and has included six meals in this new range to cater to this demand.
Among others, the range features ‘by Sainsbury’s High Protein Pesto Chicken Tortiglioni’ (35g protein) and ‘by Sainsbury’s High Protein Beef Bolognese Tagliatelle (33g protein)’.
Priced at £3.75 for 400g, each of the six-strong line-up provides at least 31g of protein and comes under 500 calories.
High protein wraps, salads and sandwiches have also been introduced to its food-to-go range, with the new additions qualifying for its £3.95 meal deal offering. New products include the ‘by Sainsbury’s High Protein Buffalo Chicken Wrap’, ‘by Sainsbury’s High Protein Chicken & Grain Salad’ and ‘by Sainsbury’s High Protein Halloumi Fajita Wrap’ – all with more than 21g of protein per serving.
Meanwhile, the breakfast aisle now includes ‘High Protein Porridge Pots’ (up to 15g protein) priced at 90p, ‘High Protein Strained Natural Yogurts’ priced at £1.95 (23g protein), and ‘by Sainsbury’s High Protein Granola’ and ‘Cereal Clusters’ available from £2.70.
This month will also see an assortment of high protein bakery items hit shelves (selected stores and online), including six ‘High Protein Tortilla Wraps’ for £1.70 (10g protein), six ‘High Protein Plain Folded Flatbreads’ for £1.80 (6g protein) and four ‘High Protein Buttermilk Pancakes’ for £1.75 (8g protein). Four High Protein Seeded White Rolls (12g protein) will be added later this year (June 2026) at £1.50.
The high protein launches have been joined by further NPD in the form a new ‘Small but Mighty’ range – a selection of smaller, nutrient dense meals suitable for those with reduced appetites.
Developed in collaboration with a specialist registered dietitian, alongside Sainsbury’s team of nutritionists and product developers, the ‘Small but Mighty’ meals each contain fewer than 350 calories, at least 20g of protein, are a source of fibre, and count towards one of your five-a-day.
Priced at £3.00 for 300g, the new range includes a ‘by Sainsbury’s Small But Mighty Teriyaki Chicken with Wholewheat Noodles & Edamame’ (23g protein), ‘Spiced Fajita Chicken with Brown Rice & Pearl Barley’ (22g protein), ‘Beef & Bean Chilli with Brown Rice & Quinoa’ (20g protein), and ‘Creamy Chicken & Mushroom with Roasted Sweet Potato’ (20g protein).
“Making it easier for everyone to enjoy good food is something that matters to us at Sainsbury’s. We understand people have different nutritional needs, appetites and tastes and that continues to guide how we develop our products," said James Campbell, Sainsbury’s director of fresh product innovation.
“From protein‑packed breakfasts and ready-to-go lunches to smaller, nutrient‑rich meals, our new High Protein and ‘Small but Mighty’ ranges are designed to offer people convenient, delicious food that they can enjoy with confidence, day in and day out."
