Ireland’s bestselling ready meal brand, Fit Foods, is making its UK debut, launching six SKUs exclusively in almost 300 Morrisons stores.
Founded by the O’Leary family, and still family-run today, the brand’s owner, DMC Foods, is one of Ireland’s leading ready meal manufacturers, producing one in five ready meals consumed in the country. Its flagship brand, Fit Foods, was introduced in 2014, evolving ready meals by creating an ‘everyday health’ sub-category, focusing on protein and low-fat credentials.
Fit Foods noted that in the Irish market, it has attracted younger, more affluent shoppers, resulting in incremental spend in the category. The impact shifted the market from 90% private label vs 10% brands, to rebalancing it closer to a 55%/45% split respectively.
As well as a fully branded bay in Morrisons to showcase the meals, the launch will be supported by an ad campaign featuring food content creator OnlyScrans in both his and the brand’s first TVC-style social advert, which positions Fit Foods as “your new best mate in the fridge.”
Brian O’Leary, CEO of DMC Foods, commented: “This moment means a huge amount to us as a family business. What started with my grandfather’s butcher shop has grown into Ireland’s number one ready meal brand, a cornerstone of local employment in Monaghan. We now have the opportunity to bring Fit Foods to shoppers in the UK and bring fresh energy to the fixture. Customers are tired of being preached to. Fit Foods does not gatekeep or talk at you. We just deliver proper, tasty meals that fit real life.
“To see that journey come full circle with a partner like Morrisons is incredibly special. We are proud of what we have built in Ireland and this is just the start of our long-term UK growth plan. This is no quiet entrance from a ready meal brand that has been shaking up fridges in Ireland for over a decade. We are here to redefine the category.”
Emily Hill, Senior Trader Ready Meals at Morrisons, added: “We are always looking for brands that can bring something fresh to the ready meal aisle, and Fit Foods does exactly that. They have proven in Ireland that convenience does not have to mean compromise, drawing in younger and more affluent shoppers with meals that are both tasty and balanced. By creating a new ‘everyday health’ space, Fit Foods adds something genuinely new to the market. We believe they will energise the category here in the UK, and we are delighted to be the first to launch them nationwide.”
The full range (RRP £4) launching into Morrisons includes:
- Wholemeal Pasta with Minced Beef and Tomato Sauce (400g)
- Chicken Curry with Brown Rice (400g)
- Sweet Chilli Chicken & Whole Wheat Noodles (400g)
- Chicken Pasta with Ham & Carbonara Style Sauce (400g)
- Salt & Chilli Chicken with Chips & Curry Sauce (385g)
- Cheeseburger Fries with Gherkins & Peppers (400g)
