The rise of weight loss medications like Ozempic and Wegovy is now visibly reshaping the UK's supermarket aisles, with online retailer Ocado launching a new 100g 'extra small' steak that has divided public opinion.
It is estimated that around 2.5 million people in the UK are now using such drugs, which suppress appetite. In response, major retailers are curating specific food ranges designed to provide nutrient-dense options in smaller portions for this growing customer base.
The New 'Weight Management' Aisles
Ocado has introduced a dedicated 'Weight Management aisle' on its site, featuring 'GLP-1 friendly' products. The most talked-about item is a £3.50 Turf & Clover Steak, weighing just 100g and marketed as extra lean, high in protein, and rich in iron and B12.
The tiny steak ignited a fierce debate on social media after its launch in January 2026. Some shoppers branded it "ridiculous," with one commenting "the world's gone mad" on Facebook. Others defended the concept, calling it "sensible" and precisely "what they want" for managing reduced appetites.
Charlie Parker, Senior Nutritionist at Ocado Retail, stated: "As weight loss medications become more widely used, it’s crucial that diet and nutrition remain part of the conversation. Preserving lean muscle mass plays an important role in long-term health."
Supermarket Rivals Follow Suit
Ocado is not alone in this new market. M&S recently unveiled its 'Nutrient Dense' range, comprising 20 items like Cocoa Chia Mousse and Satay Chicken salads. Each product is designed to be denser in nutrients than calories, packing in essential vitamins and fibre.
Grace Ricotti, Head of Food Nutrition at M&S, explained the thinking: "With the increase in popularity of weight-loss injections, a reduced appetite can mean missing out on important nutrients, and that’s why nutrient density is so important."
Similarly, Morrisons has launched a 'Small & Balanced' ready meal range, with 53 products in its new Applied Nutrition line. Seven of these are single-serve meals, such as spaghetti and meatballs and cottage pie, priced from £3.75, tailored for those on medications like Ozempic or Mounjaro.
Focus on Health Beyond Weight Loss
The overarching message from retailers and nutritionists is that supporting overall health is critical during weight loss. The new product ranges emphasise high protein and fibre content to help maintain muscle mass and digestive health.
"We’re seeing customers actively seek out high-protein, high-fibre foods and balanced meal options to support healthier weight loss journeys," added Ocado's Charlie Parker.
This strategic shift by major supermarkets highlights a significant change in UK shopping habits, driven by pharmaceutical trends. Whether consumers embrace these mini-portions or continue to debate their value, the 'GLP-1 friendly' aisle appears to be here to stay.
