Co-op is launching its own-label ready meal range, targeting people who use weight-loss aids and have smaller appetites.
Debuting in-store from 7 January, the ‘Good Fuel’ line-up includes four new GLP-1 (Glucagon-like peptide-1) friendly mini meals, each containing protein, fibre, and one five-a-day portion.
Said to be inspired by global cuisines, the options include Co-op’s Butternut Squash, Beans and Grains (250g), Co-op Chicken & Sweet Potato Penang Curry (250g), Co-op Chicken & Courgette Alfredo Pasta (250g) and Co-op Butternut Squash, Beans & Grains (250g).
The products come after research revealed that 3% of the UK population – the equivalent of one in every 30 – is now using a form of weight-loss medication.
Originally developed as a diabetes medication, weight-loss jabs work by mimicking a natural gut hormone that helps control appetite by increasing feelings of fullness.
Co-op has also unveiled a five-strong “holistically” healthy selection of full-sized meals featuring high-protein, slow-releasing carbohydrates, gut-friendly fibres, and nutrient-dense vegetables under the Good Fuel banner.
This comprises Naked Bean Burrito, Chicken Tikka & Rice, Naked Katsu Chicken, Meatball Pasta and a 380g high-protein Piri Piri Chicken with Rice dish.
“Our members and customers are changing the way they approach health, looking for healthy and tasty choices that provide a boost of health benefits like protein and fibre, with meals that count towards their five-a-day as well as delivering plenty of flavour,” said Nicole Tallant, Co-op retail trading director.
“There is also a growing need to cater for smaller appetites with meals that provide the quality without so much of the quantity. This whole new range is aimed at supporting shoppers’ wellbeing in a meaningful, accessible and convenient way.”
Marks & Spencer recently launched Nutrient Dense, a 20-product salad, snack and meal selection suitable for people using weight-loss injections.
The range was developed by the retailer’s chefs and nutritionists and is described as “ideal for those eating less due to age, lifestyle or weight-loss medication – helping to ensure fibre, vitamins and minerals are consumed, despite smaller appetites”.
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