Targeting health-conscious but time-poor consumers, the sports nutrition specialist has developed a range of four meals named EatFit, which are now on sale in the fresh ready meals section of Tesco stores.
The firm expects to bulk up its brand awareness with consumers who don’t look for food in the healthcare aisles.
“We have managed to blend our nutritional expertise into delicious meals,” said Max Dawson, senior brand manager, “We are proud to be bringing the new range to market, driving the Sci-MX brand amongst existing and new consumers.
“Providing active nutrition beyond the healthcare aisle gives Tesco shoppers a destination where they can cross shop everything they need to fuel a fitter lifestyle.
“We expect that time poor consumers, who don’t want to spend Sunday afternoon prepping for the week, will enjoy this healthier option available on shelves.
The range offers chicken four ways: Pad Thai, Cajun, Korean and Turmeric. Every 370g meal contains over 30g protein and are under 400 calories.
“EatFit has been designed as a high protein, balanced meal. It has been made in the same way that you would prep meals at home – with clean ingredients, all green traffic lights and no unnecessary added salt or sugar,” added Dawson.
“Providing over 30g of protein, all green traffic lights, well balanced macros and a meal that is delicious has been the key goal.”
Sports nutrition entering grocery aisles
The global protein ingredients market is expected to grow by a compound growth rate of 7.4% over the next seven years and forecasters at Grand View Research predict that this sector will be worth around €41.5bn by 2025
Whilst ‘high protein’ claims have become commonplace among nearly every aisle of supermarket stores, chilled ready meals remains comparatively untapped.
According to Mintel, ‘high protein’ or ‘added protein’ food and drink launches in Europe have tripled in the last five years, up to 283%. Among those launched in the last year; 14% were snack, cereal or energy bars; 11% were meal replacement drinks; 10% were meat substitutes’ 5% were yogurt and 5% were pasta.
Fit Kitchen is a range of health-focused chilled ready meals available exclusively in selected Sainsbury's stores. All the meals are designed with the help of nutritionists and promise to be high in protein, vitamin and fibre content, but remain low in carbs, calories and saturated fat.