From butcher’s block to Britain’s fridges, Ireland’s bestselling ready meal brand[1], 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, 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, boasting protein, low fat and flavour credentials.
To the Irish market, over the past decade Fit Foods has brought in younger, more affluent shoppers, adding incremental spend to the fixture. The impact was transformative, shifting the market from 90% private label vs 10% brands, to rebalancing it closer to a 55%/45% split respectively[2].
As well as a fully branded bay in Morrisons to showcase the six bestselling meals, the launch is supported by a major UK campaign. Developed with creative agency Arcade Media, founded by Jordan Schwarzenberger and known for managing YouTube superstars The Sidemen, the launch will feature high profile 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.”
“This moment means a huge amount to us as a family business,” says Brian O’Leary, CEO of DMC Foods.
“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.”
Fit Foods’ UK launch comes at a time when ready meals are in growth, eaten weekly by over 30% of UK consumers[3]. Fit Foods is uniquely positioned to bridge convenience with health, tapping into growing demand for options that are satisfying and quick.
Commenting on the launch, Emily Hill, Senior Trader Ready Meals at Morrisons, adds: “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 launching into Morrisons includes:
- Wholemeal Pasta with Minced Beef and Tomato Sauce (400g). RRP £4
- 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) – Fakeaway
- Cheeseburger Fries with Gherkins & Peppers (400g)- Fakeaway
Fit Foods’ range is built around familiar favourites done properly. The Chicken Curry is made with a chip shop–style curry sauce that’s already a firm favourite across the UK & Ireland, and the Salt & Chilli Chicken is better known in Ireland as the legendary Spice Bag. Recently claiming the top spot as Ireland’s unofficial national dish, The Spice Bag is available in takeaways the length and breadth of the country and is sure to take the UK by storm having already crossed the water on social media.
“Our butcher heritage means we have always had a deep respect for ingredients and flavour,” says Gillian Clarke, Marketing Director at DMC Foods. “That is the backbone of Fit Foods; proper meals made with quality at the heart. We do not cut corners and we do not compromise on taste. That is why the brand has such broad appeal. Over 55% of consumers of all ages tell us ‘Fit Foods is a brand for someone like me.’ We know it is hard to always eat healthily, get the protein in, hit the macros and still enjoy the food without spending hours in the kitchen – that is why we are here!”
DMC Foods is known for its focus on considered and careful approach to manufacturing, and uses techniques including slow-cooking, marinades and other methods designed to lock-in flavour rather than shortcut it. “It is as close as you will get to home cooking on an industrial scale, which is why the meals taste like real food – because they are,” adds Clarke.
“Armed with heritage, humour and a hunger to innovate, Fit Foods is here to set a new benchmark for what ready meals can be in the UK.”
