Online grocer Ocado has launched a "weight management" aisle featuring a "small steak" and other high-protein products specifically designed for customers taking GLP-1 weight loss medications. The move responds to surging demand for protein-rich foods among the estimated 2.5 million UK adults using weight loss injections like Wegovy and Mounjaro.
The new aisle includes products such as a 100g Turf and Clover extra lean steak alongside ready-made meals containing less than 600 calories while maintaining high protein content. Other offerings include M&S high-protein cottage cheese, beef burgers, Romesco chicken, and press chicken teriyaki and turkey lentil bolognese meals.
The initiative addresses a clear market shift. Between late December and early January, Ocado recorded dramatic week-on-week sales increases: cottage cheese up 138%, chicken up 88%, liquid egg whites up 82%, and steak up 63%.
Charlie Parker, senior nutritionist at Ocado Retail, said: «As weight loss medications become more widely used, it's crucial that diet and nutrition remain part of the conversation. Preserving lean muscle mass plays an important role in long-term health, metabolism and overall wellbeing. We're seeing customers actively seek out high-protein, high-fibre foods and balanced meal options to support healthier weight loss journeys and with reduced appetites.»
Consumer awareness gap
An Ocado study revealed significant interest but limited understanding of GLP-1 drugs. More than one in five UK adults (22%) have considered using weight loss injections, rising to over a third (37%) among 25 to 34-year-olds. However, just 40% of consumers understood how these medications actually work.
The survey of 2,134 UK adults in December found that 73% would find it helpful to know which foods support lean muscle preservation during weight loss.
Retail trend
Ocado joins other major retailers targeting this growing market. Marks & Spencer, Waitrose, and Greggs have all recently advertised new ranges catering specifically for those taking GLP-1 drugs.
Note: This article was created with Artificial Intelligence (AI).
