MuscleFood wins national food retailer award


Healthy food retailer has been crowned specialist online food retailer of the year at The Grocer Gold Awards.

The company beat off tough competition from other household names to scoop the accolade. The annual awards celebrate success across the £200 billion-pound grocery sector with entrants from the big multinationals, independent retailers, start-ups and industry disruptors.

This is the first time has picked up the top honour from The Grocer. Last year its founder Darren Beale was listed among its top talent for 2017.

Commenting on the company, judges said: ‘Muscle Food achieved incredibly impressive growth and demonstrate a deep understanding of their customers.’

Despite only launching in 2013, MuscleFood has seen considerable growth with turnover surpassing £100 million, making a profit each year and selling 53,000 healthy items to customers daily.

The company, recently valued at £50 million, received a £10 million investment from BGF earlier this year to expand its offering in the UK.

The retailer has carved out a niche with a mix of high protein products including lean meats, egg whites and snack bars alongside its own range of healthy innovative ready meals including the world’s first Protein Pizza, its Live Clean range and Easy Cook Stir-Frys.

Customers include health-conscious consumers as well as families seeking quality healthy food and the convenience of home deliveries.

Products from the range are stocked by major supermarkets including Sainsbury’s, Morrisons, Co-op, Spar and the Musgraves Group in Ireland and on the high street in Poundland.

The retailer is popular with athletes including Olympians and Premiership footballers as well as television stars and other celebrities. founder Darren Beale said: “We’re delighted to win this award – it recognises the hard work and effort the entire team has put in to making MuscleFood the business it is. Our achievements over just five years have been incredible but throughout that time we have been constantly evolving and changing our offering to suit the changing tastes of our customer base. In the last 12 months we’ve worked hard to reach new shoppers. When we first set up, our core customers were body builders and fitness fans, but as the product range has evolved, so have those purchasers.

“Our current product offering has everything that original fan base shops for but also has Easy Cook ranges, clean ranges and even vegetarian and vegan options to help people make healthier choices and reach more customers. Ease of use is really important to us. Our new Easy Cook range provides all the ingredients ready prepped for our time poor customers to pop in the pan and cook. Most meals take around 12 minutes with the soups cooking in just four.

“Other initiatives we’ve introduced include Do The Unthinkable™, a 12 week diet and fitness programme and the Make One Change recipe book which gives customers ideas for healthy meals which can be prepared quickly. Our business is every changing and we have exciting plans in the pipeline, both in terms of customer experience and new product development which will see it move to the next level.”