Iceland Foods is gearing up for a big push on health, kicking off with the expansion of its partnership with MyProtein.
From 3 January, 20 new exclusive MyProtein products will roll into Iceland and The Food Warehouse stores nationwide. It includes, for the first time, a six-strong added “benefits” ready meal range called MyProtein Wellness.
The new frozen range – which includes Penne Chicken Arrabiata, Chicken Jalfrezi & Cumin Rice, and Beef Hoi Sin – are all labelled as low in saturated fat, high in protein, and containing vitamin B6 and magnesium.
Other expansions to the core MyProtein range are five new added-protein ‘Mains’ products aimed at recreating ‘fakeaways’ at home – it includes Donor Kebab Meat, Barbecue Chicken Skewers and Breakfast Loaded Wrap products. They come alongside five new “banqueting” dine-in meals, inspired by Chinese, Indian, Italian and Mexican cuisine.
Two MyProtein meal replacement drinks – in Cookie Dough and Chocolate variants – as well as two new Pancake products have been added to Iceland’s snacking range.
It comes as the supermarket continues to step up its health and wellness offer in store.
The supermarket has registered the trademark for ‘Iceland Boosted Health’ with the Intellectual Property Office. The listing covers three classes, including prepared meat, fish and vegetable dishes, coffee, tea and seasonings as well as beers and other beverages.
The Grocer understands the registration initially relates to the use of the phrase in PoS and advertising campaigns, rather than any imminent plans to launch a health-focused own-label range.
“I’m delighted to expand our partnership with MyProtein, introducing an exciting new Wellness range alongside our high-protein ready meals,” said Iceland head of innovation and licensing Oliver Gilding.
“These dishes are thoughtfully designed to support our customers’ health goals without sacrificing flavour or convenience. With benefits like being low in saturated fat, rich in protein, and a source of essential nutrients like vitamin B6, magnesium, and fibre, the Wellness range truly redefines what it means to enjoy nutritious meals.
“At Iceland, we’re proud to offer innovative solutions that help our customers eat well and feel great, all while enjoying the cuisines they love,” Gilding added.
Iceland first partnered with MyProtein owner THG in October 2022, to develop products as part of Iceland’s exclusive brands programme.
The core range consists of added-protein ready meals, but has been expanded to other products including ice cream.
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