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musclefood wins big at industry awards

Online healthy food retailer musclefood has scooped a top prize at the annual Grocer New Products Awards.

The Nottingham based company fought off tough competition to have their Mushroom Pesto Pasta Meal Kit crowned the winner of the Ready Meals category.

It’s the second time the retailer has won a top honour at the awards. In 2018 they were named winner in the Chilled Savoury category with their Thai Beef Massaman Curry Kit. 

The awards recognise the best new products which have entered the UK market over the past 12 months.

Commenting on the product, judges said it was designed for a “no-fuss no-waste” approach which “brings something new to the category”. They also said that the concept was “innovative and exciting”.

The Mushroom Pesto Pasta Meal Kit was launched in late October last year along with the rest of the meal kit range which is set to reach 100,000 sales in its first year.

Each kit is perfectly portioned for one person, leaving behind no food waste and helping to ensure correct portion control.

musclefood was founded in 2013 and has since seen considerable growth, increasing profit each year and selling over 50,000 products daily. 

The retailer has created a niche selling its lean meats along with high-protein offerings. Recently, ready meals and ‘prepped pots’ have been the order of the day.

Amy Kershaw from musclefood said:

“It’s an honour to win this award and shows the hard work our staff put in to creating and developing new products. 

“It’s fantastic to be able to put this next to our other awards and shows that whilst the company keeps growing our commitment to the customers and the quality of our products stays the same.

“It has been a particularly important year at the company with the launch of our Do The Unthinkable programme which has seen us work with the likes of Jonathan Tapper and Antonella Brollini.

“Our New Product Development team have been particularly busy in the lead up to Christmas and are creating exciting products which will be available next year.

“It’s a great time for musclefood, with the start of the new decade bringing lots of positive changes and additions to our ranges.”

Pictured: Paige Chambers, Amy Kershaw, Angellica Bell, Beth Colquitt, Rachel Latty.

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