Morrisons is reportedly the first U.K. grocery chain to offer meals targeted toward shoppers who use Glucagon-like Peptide-1 (GLP-1) medications such as Ozempic and Wegovy.
Morrisons has partnered with Liverpool, U.K.-based sports nutrition, health and wellness brand Applied Nutrition on an exclusive, three-year agreement that involves Morrisons formulating, producing, and selling Applied Nutrition-branded meals and food products.
Morrisons and Applied Nutrition will launch 53 products across 400 Morrisons stores, including the U.K.’s first “supermarket exclusive” range of GLP-1-focused meals, Applied Nutrition said in a press release. The high-protein range will include balanced ready-to-eat meals, to-go sandwiches, and other options, including two seafood options: Tuna Nicoise Salad Bowl and Small & Balanced Sweet Chilli Prawn Noodle.
The line will launch in early January 2026, with a plan to launch more products later in the year.
“We know our customers are increasingly seeking high-protein, functional foods that fit seamlessly into their everyday lives – at home, at work, or on the move,” Morrisons Own Brand Director Lizzy Massey said.
Applied Nutrition CEO Thomas Ryder added that the partnership with Morrisons was ideal, “combining their expertise in food development with our deep customer understanding to create a unique product range designed to support people in achieving their wellness goals.”
Usage of GLP-1 medications in the U.K. has nearly doubled over the past few years, with current users rising from 2.3 percent of the nation’s population in March 2024 to around 4.1 percent at the end of 2025, research firm Worldpanel by Numerator said. Additionally, the grocery sector has lost an estimated GBP 136 million (USD 182 million, EUR 155 million) in food and drink spending as GLP-1 users cut their grocery spend by 2.2 percentage points more than non-users.
The market is even greater in the U.S., as nearly 12 percent of Americans have used GLP-1 medications for weight management or to treat diabetes. Notably, food and beverages tailored to GLP-1 users will represent an estimated 35 percent of all food and beverage units sold in the U.S. by 2030, according to research firm Circana.
The seafood industry stands to benefit from this growing global trend because those taking GLP-1 medications are often recommended to eat a diet high in fiber, whole grains, and lean proteins.
Some U.S. seafood suppliers are already taking notice; for instance, Gwynn’s Island, Virginia, U.S.A.-based The Plant Based Seafood Co. recently launched the seafood-based SMASH it! Foods brand targeted toward GLP-1 users, as well as health, fitness, and overall wellness enthusiasts.
The first product in its line, Salmon Superfood Balls, is made with wild-caught Alaskan sockeye salmon, along with grains and superfoods rich in protein, fiber, omegas, vitamins, minerals, and antioxidants, amounting to a “complete meal designed to support digestive health, blood sugar balance, and weight management,” according to The Plant Based Seafood Co.
Retailers like Morrisons can do more to grow sales of seafood and foods geared toward GLP-1 users, as they have an opportunity to be “a helping hand for GLP-1 users [and] not lose ground to restaurants,” 210 Analytics Principal Anne-Marie Roerink told SeafoodSource.
Roerink added that U.S. grocery chains are already losing sales, with several restaurant chains tailoring offerings to appeal to GLP-1 users, who tend to prefer smaller portions, higher protein, and simpler, easier-to-digest meals, per Roerink.
Fast-casual brands like Sweetgreen and Cava, for instance, offer high-protein bowls, customizable add-ons, and lighter dressing, according to Roerink. Chipotle, similarly, has seen strong traction with its lifestyle bowls, particularly high-protein and “balanced” builds, which naturally align with the eating patterns of GLP-1 users looking for lean protein and fiber in a single dish.
“Restaurants are using portion size, protein density, and menu transparency to meet the needs of GLP-1 users – something retailers can easily do as well,” Roerink said.
