Success Story: Muscle Food

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Muscle Food is a UK-based health and wellness brand known for offering high-protein, nutritious food and meal solutions that support active and healthy lifestyles. Originally focused on serving the needs of fitness enthusiasts, the brand has evolved to appeal to a broader audience looking to eat well without compromising on taste or convenience. Their product range includes everything from lean meats and protein snacks to ready-made meals and meal plans, all designed to help consumers make healthier food choices. Muscle Food is widely recognised for its commitment to quality, transparency, and helping people achieve their health goals in a realistic and accessible way.

What Did We Achieve With Muscle Food?

We worked with Muscle Food on launching their range of high protein bars, into nearly 2,000 stores, including till-point activations in Morrisons and the Co-op.

At the good food group, we always look outside of the box and want to expand category reach as much as possible, outside of the obvious opportunities.

By launching these bars at the till point, we managed to increase ROS for muscle food, and help to service a customer need state that was a low priced protein bar, offering an affordable option on the market.

We also implemented a pricing strategy that enable the brand to sell more bars on their promotion periods.

Till-Point SRP's