January 2026’s ‘GLP-1 led’ health innovations

January is traditionally the month when health takes centre stage in the food industry: 2026 is no exception. However, this year’s launches are landing against a markedly different backdrop with the rapid rise of GLP-1 medication usage and the continued demand for healthier products that still sweep up at the Great Taste awards. Across the UK, the new products tell a consistent story: smaller portions, higher protein, higher fibre and a greater focus on overall nutrient quality. Innovation is one of the seven levers identified by IGD to improve the population’s diet. 

This surge in attention for GLP-1s coincides with wider global developments. In the US, oral GLP-1 treatments have now received regulatory approval, reducing reliance on injectable formats and will likely broaden uptake. While no oral GLP-1 drug has been approved in the UK, industry and policy attention is increasingly focused on when similar approvals may follow, and what this could mean for consumer behaviour at scale. 

Retailers respond to changing habits 

January’s health reset has once again prompted retailers to refresh ranges, but the underlying nutrition cues this year are notably consistent across the market. 

Morrisons have teamed up with sports nutrition and wellness brand Applied Nutrition to introduce over 60 protein centric products across ready meals, salads, sandwiches snacks and desserts, 53 of which are exclusive to the retailer. Among these new products is the ‘Small & Balanced’ ready meal range, specifically designed for GLP-1 users through smaller portions (325kcal or less) while hitting high protein and source of fibre claims. Despite the GLP-1 callout, Morrisons are aiming for a larger segment of the population, stating the ‘Small & Balanced range’ is “redefining convenience for the wellness-minded". 

Similarly, Co-op has launched its own brand ‘Good Fuel’ meal range. The range can be split into ‘mini meals’ and ‘full-sized meals’ with a roughly 100kcal difference between the two. Again, Good Fuel products are high in protein, at least a source of fibre, plus a minimum of one serving of fruit or vegetable. 

M&S introduced their new Nutrient Dense range, developed in consultation with their continued partnerships with the British Nutrition Foundation and Royal Botanic Gardens, Kew. M&S’ focussed on nutrient density, ensuring the inclusion of at least one micronutrient that is commonly lacking in peoples’ diets, with a nod to GLP-1 users by acknowledging that many consumers are aiming to eat less but still need to meet their nutritional needs. Fibre took the lead over protein in marketing, with both being named in their health trends report which was published at the end of December 2025. 

A pattern is emerging, Tesco’s new grain bowls are a source of protein, fibre and 1 of your 5 a day. Asda has got behind high-protein, calorie-controlled ready meals and Iceland has expanded its MyProtein and Slimming World ranges with 38 new products. The latter two retailers also acknowledging the need for great offerings for GLP-1 users.  

Finally, on 9th January launch Ocado announced its ‘Everything Weight Management’ aisle off the back of its own research finding 73% of respondents said it would be helpful to know which foods and meals can support lean muscle preservation during weight loss. The aisle houses a curated range of GLP-1 products, including a 100g steak which led the press release announcement, and weight management recipes that are under 600kcal, high protein and at least 1 of your 5 a day. 

What’s driving these launches? 

Several overlapping forces are shaping January’s innovation pipeline: 

• Health reset seasonality: January remains a moment when shoppers actively reassess diets, making it a natural launch window for healthier ranges. 

• Shifts in appetite and eating patterns: Growing awareness of GLP-1s is reinforcing interest in protein, fibre and smaller portions. 

• Policy and public health context: HFSS regulation, mandatory reporting discussions and reformulation expectations continue to shape product development. 

Taken together, these drivers are pushing innovators to balance multiple organoleptic factors, consumer groups and environmental demands. 

IGD opinion 

Overall there is a clear pivot this year, to GLP led innovation, which is high in protein, fibres and less calorie/portion - but most have led with an non GLP based name/communication. Time will tell whether these products perform well, or if the innovation has come before the GLP-1s usage roll out has increased? Having a wider message than just GLP-1s will definitely attract a larger percentage of the population. Taste and value for money as always, will remain king so is essential they deliver! 

January’s launches reflect a clear pivot to GLP-1 led innovation, one which focuses on nutrient density, macronutrient balance and convenience. For industry, this could signal a deepening of health-driven strategy, rather than a seasonal trend. However, products must balance taste, convenience and affordability with the perceived health benefits in ways that resonate broadly, meeting those with a reduced calorie intake while remaining appealing to the wider population. Therefore, clear, evidence-based positioning remains crucial, alongside aligning innovation with consumer insight to navigate an increasingly competitive, health-led landscape through 2026 and beyond.