UK supermarkets go all out for ‘Jab-uary’ with food for those on weight-loss drugs

January 17, 2026

TL;DR

Supermarkets are launching "Jab-uary" health kicks focused on diet foods for users of weight-loss injections (GLP-1 agonists).
Companies like M&S, Morrisons, Asda, Ocado, and the Co-op are creating "GLP-1 friendly" product ranges.
These ranges feature smaller portion sizes, high nutrient density per calorie, and protein-rich staples.
The trend is influencing consumer behavior, with reports of people eating smaller portions and choosing healthier options.
UK grocery sales saw a slight decline in volume despite a rise in value, partly attributed to the uptake of these drugs.
A Cornell University study found households with GLP-1 users cut grocery spending, with notable drops in savory snacks and fast-food spending.
Concerns exist about the pricing of these smaller-portion meals, which can carry a price premium per 100g compared to standard ranges.
Marketing strategies are evolving, with some brands avoiding explicit "GLP-1" labeling to reduce potential stigma.
Experts question the necessity of specialized products versus simply eating less of existing items, especially given consumer sensitivity to shrinkflation.

Continue reading the original article