UK supermarkets are clearly rapidly responding to the consumer shift driven by appetite-suppressing GLP-1 weight-loss drugs such as Wegovy, Mounjaro and Ozempic, creating a new food occasion that could help retailers maintain sales.
In mid-December, Morrisons proudly claimed it was the first UK supermarket to launch GLP-1 friendly own brand ready meals. It partnered with Applied Nutrition for a range of 53 high-protein co-branded products. Subsequently, Marks & Spencer announced a new line of own label ‘Nutrient Dense’ foods for consumers who are eating less.
Then Co-op followed suit and introduced its new ‘Good Fuel – Power Up Your Plate’ offer, including new mini meals, which have been specially developed for shoppers with smaller appetites. Asda brought four high-protein ‘power pots’ to market that also contain at least one of the recommended five daily servings of fruit and vegetables. Iceland Foods has expanded its weight-loss range, adding 38 new lines including ready meals, breakfast omelettes and filled pastas to its existing MyProtein and Slimming World ranges.
While the UK currently leads in explicit GLP-1-focused NPD, the broader European picture is more mixed. In most European markets, public systems and private insurance generally restrict funding of anti-obesity GLP-1 medicines, viewing them as high-cost with uncertain long-term value.
By contrast, the UK’s National Health Service (NHS) has made progress on targeted reimbursement, covering these medicines for qualifying patients via specialist obesity services, though access is restricted by eligibility criteria and time limits. Some UK private health insurers have begun offering discounted access or structured programmes linked to GLP-1 treatment.
For European manufacturers and private label strategists, the UK experience underscores the commercial value of nutritionally optimised, portion-controlled products that deliver clear health benefits. As GLP-1 adoption grows and eating patterns evolve continent-wide, aligning innovation with appetite management and nutrient density could become a competitive advantage beyond the UK market.