UK: Morrisons partners with Applied Nutrition on high-protein range

Morrisons, the UK’s fourth-largest supermarket chain, has entered into a three-year exclusive out-licensing agreement with Applied Nutrition, a Liverpool-based wellness brand, to launch a new 53-strong range of high-protein food products.

The Applied Food range is being rolled out to 400 Morrisons stores and includes high-protein pizzas, sandwiches, salads and snacks. A key feature of the partnership is the Small & Balanced ready meal range, which is specifically designed to support consumers using GLP-1 weight-loss medications. These meals are priced from £3.75 ($4.76), while high-protein pizzas retail at £4.00 ($5.08).

The launch sees Morrisons join other major UK retailers in targeting the weight-loss medication market; Co-op, the UK consumer cooperative, recently introduced its own range of calorie-controlled ready meals for users of GLP-1 injections.

Thomas Ryder, CEO of Applied Nutrition, commented: “We’re excited to be partnering with Morrisons for our first out-licensing deal, a testament to the strength of our brand and the growing consumer demand for convenient, high-protein food choices. We’ve enjoyed working with Morrisons, combining their expertise in food development with our deep customer understanding”.

Under the terms of the deal, Morrisons will be responsible for the formulation and production of the range. The agreement follows Applied Nutrition’s recent listing on the London Stock Exchange, which valued the firm at approximately £350 million ($444 million).

Source: Morrisons / Applied Nutrition / ESM Magazine