The Co-operative has made a significant move in the UK's retail sector by becoming the first convenience chain to launch a dedicated range of meals for people using weight-loss injections, commonly known as 'fat jabs'.
A New Range for Changing Appetites
From Wednesday 7 January, the retailer will roll out its new "Good Fuel - Power Up Your Plate" offer. This initiative directly responds to data showing that approximately 3% of the UK population – equivalent to one in every thirty people – is now using some form of weight-loss medication.
These drugs, such as Wegovy and Mounjaro, are GLP-1 receptor agonists that suppress appetite. Co-op's new range of four mini meals is specifically designed for shoppers whose appetites have shrunk due to these treatments, offering perfectly portioned options that don't compromise on nutrition.
What's in the 'Good Fuel' Range?
Priced at £3.50 each, each 250g meal is packed with protein and fibre and contains at least two portions of the recommended five-a-day fruit and vegetable intake. The globally inspired dishes include:
- Co-op Butternut Squash, Beans and Grains
- Co-op Chicken & Sweet Potato Penang Curry
- Co-op Chicken & Courgette Alfredo Pasta
Nicole Tallant, Retail Trading Director at Co-op, explained the thinking behind the launch: "Our members and customers are changing the way they approach health, looking for healthy and tasty choices that provide a boost of health benefits like protein and fibre."
"There is also a growing need to cater for smaller appetites with meals that provide the quality without so much of the quantity," she added, stating the range aims to support wellbeing in a "meaningful, accessible and convenient way".
Following Supermarket Trends and Expanding Healthy Options
This move sees Co-op following the lead of major supermarkets like M&S and Morrisons, which have already introduced similar lines, but it marks a first for the convenience store sector.
Beyond the GLP-1 friendly mini meals, the broader Good Fuel range also includes a "holistically" healthy selection. This consists of five meals focused on high-protein content, slow-releasing carbohydrates, and beneficial ingredients like gut-friendly fibres and nutrient-dense vegetables, each containing at least one of your five-a-day.
This strategic launch highlights how retailers are rapidly adapting to significant shifts in consumer health trends, ensuring they provide targeted solutions for the growing number of people managing their weight with pharmaceutical aids.
