Just as fireworks over the Thames and the singing of Auld Lang Syne are well-known symbols of New Year’s Eve, the beginning of the year has become reserved for the launch of products aimed at patients who want to start a healthier lifestyle and adopt new habits.
While last year the focus was on digestive health, the start of 2026 in the UK saw a wave of new products introduced by major retail chains, following an increase in the number of patients actively using GLP-1 drugs as part of their regular weight-loss therapy.
As the interest in this therapy option grows on a daily basis, food manufacturers and marketers are increasingly thinking about how to adapt their offer to the new eating habits, reduced appetite, and changed needs of the users of these drugs.
Similar products have already appeared on the United States market, and scientists note that this trend is now rapidly spreading to the European market, especially in Great Britain. The growing interest in GLP-1 drugs has encouraged numerous retail chains and food manufacturers to review their offerings and develop products adapted to modern eating habits.
Major UK retailers such as Marks and Spencer, The Co-op, and Iceland Foods have already introduced new ranges of ready meals, making it clear that these products are designed to suit people using GLP-1 weight management drugs as a daily therapy. These brands openly communicate that their products take into account reduced appetite, the need for smaller portions, and the higher nutritional value of meals.
As part of its range, Marks and Spencer has started selling a variety of salads, snacks, and ready meals under the Nutrient Dense label, which focuses on meals that are rich in nutrients, but with a moderate calorie intake, adapted to these patients. This line is intended for consumers who want quality, balanced meals without excess food.
At the same time, The Co-op launched a line of four “mini meals”, which the chain described as “GLP-1 user-friendly” products. These meals are designed for patients who feel full more quickly and prefer smaller, nutritionally rich portions.
Following the same trend, Iceland Foods has further expanded its offer through the licensed MyProtein and Slimming World lines, introducing new products specifically aimed at users of GLP-1 therapy. With this move, the company merged popular fitness and weight management brands with modern consumer needs.
Even before the Christmas holidays, one of the UK’s largest grocery chains, Morrisons, announced the launch of a special line of ready meals tailored to GLP-1 users. The line was developed under a license agreement with the sports nutrition brand Applied Nutrition, further confirming that GLP-1 therapy is increasingly recognized as a factor that changes eating habits and shapes the food market offer.
Retail chains in the UK vary in how they present their tailored products to consumers using GLP-a therapy. Marks and Spencer focuses on nutritional composition, particularly highlighting the high fiber, vitamin, and mineral content of its Nutrient Dense range. According to them, these ready meals are especially suitable for people who have a reduced food intake, either due to age, lifestyle, or the use of slimming drugs.
In contrast, The Co-op has directly brought GLP-1 drugs to the fore through its marketing. Their “GLP-1 friendly” line consists of four ready-made “mini-meals” of 250 grams each, which retail for $3.50 (about $4.70). These meals, the company says, are specifically designed for consumers with smaller appetites, citing data from IGD and Nielsen that show that 1 in 30 people in the UK use some form of weight-loss treatment.
Iceland Foods took an even more direct approach, describing the launch of as many as 38 ready meals as a strong offering of frozen products aimed at customers who use appetite suppressants, including Wegovy, Mounjaro, Sexenda, and Nevolat.
The common feature of all these products is a strong focus on high protein and fiber content. As Grace Ricotti, head of food nutrition at Marks and Spencer, points out, the rise in popularity of weight-loss injections often leads to reduced appetite, resulting in insufficient intake of crucial nutrients. Precisely for this reason, the meal’s nutritional density becomes crucial.
Scientists and the food industry in Great Britain observed that products launched around the Christmas and New Year holidays clearly indicate that the increasing use of GLP-1 therapy is changing the way consumers think about buying food, and about nutrition itself.
According to Jo Riddle, commercial director of the British consulting company North Star, currently about 1.5 million people in the UK use GLP-1 drugs, meaning that approximately one in 25 households is already under the influence of this therapy. This change, she points out, leads to rapid and visible changes in eating behavior.
“Portions are getting smaller, protein intake is becoming more important, and food choices are becoming more thoughtful”. Riddle said in a Linkedln post after Morrisons announced its collaboration with Applied Nutrition. “At the same time, there is less impulsive snacking and unnecessary food consumption.”
New Year, Same Story?
Tracking the sales of these products is crucial, as it determines the product range for the coming weeks and months. Hamish Renton, a former Tesco brand director who now runs consultancy HRA Global, points out that health-focused products launched in January tend to lose momentum quickly. Although he believes that the trend of using GLP-1 drugs will not go away, he thinks that marketers may apply the same marketing patterns as with previous products.
“GLP-1 is a trend that is here to stay. But I know how traders work-in January, they want to show that they are following the current trends,” says Renton. He adds that retailers could use labels to help customers choose existing products that suit GLP-1 users.
“Some of these products will attract a lot of attention, then gradually lose popularity and eventually move to less visible shelves, and then the labels on the packages will really gain importance. I believe it will be recognizable and can also serve as an icon on the product’s front. Simply relabeling already existing products may be the most practical solution.”
Although more patients are using these drugs, it is too early to predict how GLP-1 therapy will change consumer habits. “We still can’t say for sure which products will prove to be hits and which won’t,” explains Renton.
Some patients on GLP-1 drug therapy often experience nausea, while bloating and constipation may also occur. This means that smaller meals may be preferable, and given the reduced appetite, products rich in fiber and protein become key.
Renton points out that it is not necessary to create completely new products to meet the needs of patients on GLP-1 therapy. “We’re not waiting for some technological miracle like vegan cheese,” he explains. “It’s about carefully choosing products and directing people to what already exists, with possible adjustments to the ratio of nutrients and macronutrients.
To the same extent, it is also about informing customers, as the offer or retailers are already diverse enough. It may be necessary to remove some items and insert new ones, but there is no need to do laboratory experiments with PhDs here. This is more about improving existing products (EPDs) than developing completely new ones.
The Opportunity for Brands
So far, in the UK, the biggest push for new products has come from retailers themselves and their private-label partners. The only major examples of brand collaboration with a retailer are Applied Nutrition and Morrisons, where “GLP-1 friendly” products were only part of the range, while other brands were much more reserved.
Food manufacturers are closely monitoring how the use of these drugs may affect sales of existing products, and available data show that the effect is not uniform and may not be negative. On the other hand, they are also considering how to launch products that follow this new trend.
Similar developments have been observed in the US, where large players such as Nestlé and Danone are ready to “try the field” and explore opportunities.
In November, Brian O’Leary, CEO of Ireland’s DMC Foods, known for its ready meals brand FitFoods, revealed to Just Food that the company was planning new steps. “We are working on a project, and we expect the first results in early 2026. You can’t just stand still,” O’Leary said.
“It is still too early to know the exact solution. Our idea is smaller portion sizes. We looked at it through the lens of children’s products. I have four sons under the age of 11. They all eat FitFoods, but they never eat the whole 400g portion. So we are thinking about smaller portions in a different retail format, which would be suitable for both children and older customers. Some analysts believe this creates an opportunity for other brands as well. “Users of GLP-1 drugs represent an ongoing growth opportunity for brands,” explains Mark Jephcott, consumer products analyst at GlobalData, the company behind Just Food. “Innovation should focus on products that increase satiety in smaller portions, with optimal protein and fiber content to control appetite, with appealing flavors and textures that encourage customers to buy more”.
“Brands should target early-stage users of GLP-1 drugs, who are usually more willing to change their dietary habits. This can be achieved by clearly highlighting health benefits, transparent labeling, and sustainable sourcing practices, which will also attract a wider group of consumers interested in long-term weight maintenance.”
The title “Big focus on small appetites: UK grocers create meals for GLP-1 users” was originally published by Just Food, a brand owned by GlobalData.
