With the New Year now in full swing, food brands and retailers have been busy introducing new ranges and one area that looks set to be huge in 2026 is protein products.

According to the Department of Health, women should eat 45g of protein and men should eat 55.5g of protein each day.

But research from Ocado Retail recently revealed almost half (43%) of consumers upped their protein intake last year.

Additionally, Modor Intelligence found the UK protein market will be worth around £491m in 2026 and is projected to grow to reach £637m in 2031.

Consumer preferences are also changing, with more people moving from traditional animal proteins to premium options, including plant-based, functional and speciality proteins.

Here, Grocery Gazette explores the retailers expanding and launching new products within their protein lines.

Asda’s protein pots

Asda has launched protein-fuelled ready meal pots in an effort to provide affordable and convenient solutions for customers looking to reduce preparation time in the kitchen.

The retailer is offering consumers fully curated meals that contain a high protein content and one of their five-a-day.

The offer includes main dishes priced at £2.50 per 250g pot and comes in a variety of four different flavours.

As part of the deal, Asda is selling Creamy Chicken Korma, Thai Green Chicken Curry, Chicken Chow Mein and Mediterranean-Style Vegetable Pasta, all with side dishes to provide a full supplementary meal.

Morrisons collaborates with THG Nutrition

Morrisons has teamed up with Applied Nutrition to launch the first-to-market protein-packed meals and a specially curated number of dishes designed for shoppers using weight-loss drugs.

The range includes high-protein pizzas, cheeses, pasta and ice cream.

Applied Nutrition has crafted a small and balanced offer of GLP-1-friendly ready meals which are portion controlled and nutrient dense for consumers using medication, such as Ozempic, Wegovy or Mounjaro.

As part of the meals, Morrisons has launched convenient on-the-go options such as the chicken fajita wrap for £3.50 and high-protein feta and grain for £3.50.

The products were developed after research from Bramble Intelligence revealed that there are around two million GLP-1 users in the UK who require macronutrients such as fibre and protein.

Iceland’s GLP-1 ready meals

Following the trend of Ozempic-friendly dishes, frozen food retailer Iceland launched a ready meal offer with 38 new lines for shoppers using weight-loss medications.

The new range was specifically designed for customers using appetite-suppressing drugs.

The innovation is part of a wider trend catering to the increased use of weight-loss drugs and marks Iceland’s biggest-ever expansion of its Myprotein frozen range.

The frozen food retailer has added more than 20 new high-protein meals and snacks, including ready meals, breakfast omelettes, protein-rich sides and ice creams.

Iceland is also expanding its Slimming World frozen range, which now has new formats, including breakfast pancakes, lunch bowls, filled pastas, main meals, sides and protein-packed meals.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Aldi’s expanded protein range and protein balls

Aldi is adding to its protein range by launching two new protein balls in 40g formats priced at 69p each.

The new additions join the retailer’s range of protein products, including Ice Cream Tubs, a Golden Bridge Layered Protein Bar, Golden Bridge Protein Multigrain Hoops and Bramwells Express High Protein Noodle Pots.

This is part of the discounter’s goal to provide cheap, healthy options for customers looking to eat healthier over the New Year.

The options provides a variety for customers looking for budget-friendly protein options.

Co-op launches Ozempic-friendly protein meals

Co-op launched its own range of protein- and nutrient-dense portion-controlled meals, tapping into the trend of weight-loss drug-friendly dishes.

The new plates were designed for shoppers with smaller appetites, catering to the growing number of Ozempic users.

This marked a first in the convenience retail sector.

The four flavours include Chicken & Sweet Potato Penang Curry, Chicken & Courgette Alfredo Pasta and a vegetarian Butternut Squash, Beans & Grains option.

Each of the four 250g meals is priced at £3.50 and is high in protein and fibre while delivering two portions of fruits and vegetables.

Alongside the launch, Co-op also expanded its “holistically healthy” ready meal deal with five larger-format meals which contain high protein and slow-release carbohydrates.

Ocado’s high-protein weight-loss aisle

Ocado recently rolled out a first-of-its-kind weight-loss management aisle featuring products from partners including Holland & Barrett and M&S, tailored for customers taking GPL-1 treatments.

Customers will be able to find meals under 600 calories, high-protein products, hydration support and a recipes aisle within the section of the online retailer’s website.

The move was a response to the knowledge gap about the essential fibre and protein intake which was found among research of weight-loss drug supplement users.

Ocado aimed to meet the needs of customers seeking out high-protein, high-fibre foods which would support their weight-loss journeys.

Chipotle launches a high-protein menu in the UK

Chipotle UK is set to unveil a high-protein meal range after a successful debut in the US, with food offers starting at under £3.

The new menu contains between 15 and 81 grams of protein per item and is available via Chipotle’s marketplace partners, and two meals will be offered in selected restaurants.

The restaurant’s new offer includes a High Protein Cup With Adobo Chicken, a High Protein Cup With Steak, an Adobo Chicken Taco, a Double High Protein Bowl and a Double Protein Burrito.