Iceland is expanding its frozen ready meal offer with 38 new lines aimed at shoppers using weight loss medications, in response to the growing demand for smaller, nutrient-dense meals.
Launching in January, the range is designed for customers using appetite-suppressing GLP-1 drugs, including Ozempic, Wegovy, Mounjaro and Saxenda, which reduce a person’s hunger.
The frozen food specialist said the new meals focus on high protein and balanced nutrition to help guard against muscle loss and fatigue while keeping calories in check.
The rollout includes Iceland’s biggest-ever expansion of its Myprotein frozen range, adding more than 20 new high-protein meals and snacks such as ready meals, breakfast omelettes, protein-rich sides and ice creams.
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Alongside this, Iceland is broadening its Slimming World frozen range, adding new formats including breakfast pancakes, lunch bowls, filled pastas, main meals, sides and protein-packed meats.
An Iceland spokesperson said: “As more people turn to weight-loss medications and eat smaller portions, we want to make sure they’re still getting the nutrition they need.
“These ranges are about packing protein, flavour and balance into every bite, without losing the comfort people love, helping them achieve their goals one bite and one jab at a time.”
The move follows a growing focus among grocers on health-led innovation as weight loss medications increasingly influence shopper behaviour.
This week (7 January) Co-op launched an own-brand range of GLP-1 friendly ready meals, with Co-op retail trading director Nicole Tallant saying shoppers were increasingly looking for “healthy and tasty choices”.
“There is also a growing need to cater for smaller appetites with meals that provide the quality without so much of the quantity,” Tallant added. This whole new range is aimed at supporting shoppers’ wellbeing in a meaningful, accessible and convenient way.