Protein continues to dominate new product development, but brands are increasingly embedding it into familiar, indulgent formats rather than positioning it as overtly sporty. Dairy and desserts are emerging as key vehicles for functional credentials that fit seamlessly into everyday routines.
At the same time, manufacturers are experimenting with hybrid formats that blur category boundaries. From mash-up meals to products that straddle chilled, ambient and frozen behaviour, innovation is focused on creating novelty without sacrificing convenience.
Plant-based also continues to evolve, moving beyond meat replacement towards veg-forward, whole-ingredient propositions. Fibre, plant diversity and clean labels are becoming just as important as taste and texture in attracting flexitarian shoppers.
Across categories, packaging formats and retail placement are being rethought to unlock new occasions. Lunchboxes, food-to-go, sharing and snacking moments are all in focus as brands look to drive incremental spend rather than trade-up alone.
Primula Protein push
Squeezy UK cheese brands, Primula has entered the functional snacking space with the launch of its first high-protein SKU, Primula Protein.
The move taps into rising demand for snacks that deliver nutritional benefits, as half of UK snackers now actively seek products that support protein intake, energy and satiety.
The new SKU delivers 24g of protein per 140g tube and is positioned to capitalise on evidence that protein cheese is bringing new shoppers and new usage occasions into the category. According to Nielsen data cited by the brand, protein-focused cheese products are not replacing existing purchases but encouraging additional spend, as consumers distinguish between indulgent and functional cheese occasions. Primula says this creates an opportunity to grow overall category value rather than simply shifting volume.
Made with real cheese, Primula Protein combines high-protein credentials with the brand’s established creamy taste and iconic squeezy tube format. The packaging uses clear, bold on-pack messaging to highlight functional benefits and appeal to younger, health-conscious shoppers influenced by protein-led social media trends. The product launches exclusively in Sainsbury’s, UK, with an RRP of £2.20 for a 140g tube.
Olly’s olives
Olly’s is expanding its snacking portfolio with the launch of a new Best Dressed Chilled Olive Pots range, marking the brand’s first move into the chilled fixture.
Rolling out UK-wide in Tesco and Sainsbury’s, the 200g pots are designed to bring flavour-led innovation and stronger shelf standout to the UK olive category, targeting established grazing and casual eating occasions. The launch forms part of Olly’s broader strategy to premiumise olives while keeping them relevant as an everyday snack.
The range features plump Greek olives marinated in bold, globally inspired flavours, supported by vibrant packaging aimed at disrupting the refrigerated aisle.
Each retailer will list three SKUs, with one exclusive flavour per supermarket. Tesco will stock Garlic & Basil, Chimichurri and Piri Piri, while Sainsbury’s will range Garlic & Basil, Chimichurri and Smoky Red Pepper. All SKUs carry an RRP of £4.00.
Incredibles cups
US edibles brand, Incredibles has expanded its chocolate portfolio with the launch of Peanut Buddah Cups, a high-dose, hemp-derived THC confection combining peanut butter and milk chocolate.
The new SKU builds on the brand’s strategy of pairing familiar flavour formats with precisely dosed cannabinoid formulations, targeting experienced consumers seeking potency and consistency. Each pack contains six cups, with each cup delivering 25mg of hemp-derived THC and 25mg of CBG.
The product is manufactured using a controlled infusion process designed to ensure accurate dosing across every unit, a key point of differentiation in the fast-growing hemp-derived edibles segment. Incredibles positions the cups as a premium indulgence, leaning on classic US confectionery cues while maintaining its focus on formulation reliability. The launch also reflects continued demand for higher-dose products as the category matures and consumers become more educated about cannabinoids beyond THC, including CBG.
Doughlicious skillet
Doughlicious has entered the US chilled dessert space at Costco with the launch of its first Milk Chocolate Chunk Skillet Cookie, available exclusively through the wholesaler.
The new product builds on the brand’s better-for-you positioning, offering a shareable, oven-ready dessert format designed to modernise the traditionally indulgent cookie dough skillet occasion. The launch marks Doughlicious’ first move into this larger-format, spoonable dessert format.
Positioned as a healthier alternative to existing skillet cookies, the product is made using Doughlicious’ signature gluten-free dough, crafted with olive oil and less sugar to reduce heaviness without compromising taste or texture. The skillet features a crisp outer edge and a soft, gooey centre, topped with a crunchy crumble designed to add texture contrast and differentiate it from competing products in the category. Doughlicious says the format addresses a gap in the market for skillets that are less overly sweet and made with simpler, less processed ingredients.
The Milk Chocolate Chunk Skillet is oven-ready and can also be heated in an air fryer or microwave, targeting flexible at-home consumption occasions from sharing desserts to solo treats. All products are produced in Doughlicious’ own West London facility, powered by renewable energy, with full ingredient traceability. The launch reinforces the female-founded brand’s focus on combining indulgence with improved nutritional credentials and more sustainable production practices.
Fit Foods mash-up
Fit Foods has launched a category-first Lasagne Mac & Cheese chilled ready meal, rolling out exclusively to Morrisons stores across the UK.
The innovation combines two established comfort food favourites into a single hybrid dish, tapping into growing consumer appetite for playful mash-ups that still deliver on nutrition. The launch marks another step in Fit Foods’ UK expansion following its debut in September 2025.
The 400g Lasagne Mac & Cheese layers rich, cheesy macaroni with classic lasagne-style flavours, positioning it as an indulgent but balanced option within the chilled ready meal aisle. With 35g of protein and 492 kcal per serving, the product aligns with Fit Foods’ “everyday health” proposition, targeting shoppers looking for meals that feel comforting while meeting nutritional goals. The brand says the dish delivers strong flavour credentials alongside high protein and low fat.
Gosh! sausages
Veg-led brand Gosh! has expanded its chilled plant-based range with the launch of Super Plants Sausages, a new line positioned around functional nutrition rather than direct meat replacement.
Developed in partnership with chefs and registered nutritionist Becca Meadows, the sausages are made from all-natural, nutrient-dense ingredients and are designed to support everyday energy and vitality. The launch reflects growing demand for plant-based foods that offer added health benefits alongside flavour.
The Super Plants Sausages are available in two variants: Parsnip, Leek & Pea with Linseed, and Mushroom, Wild Garlic & Chia Seed. Both are naturally high in fibre and protein, while remaining relatively low in calories, and are formulated to help consumers increase plant diversity in their diets. Each sausage contains a minimum of 15 different plant points, combining vegetables, pulses, seeds and herbs to deliver broad nutritional value in a convenient format.
The range will launch in Tesco stores UK-wide, with an RRP of £2.99 for a pack of six, and further retail listings expected to follow.
Holy Moly pots
Holy Moly is expanding its presence in UK retailer, Sainsbury’s, with three new avocado-based formats designed to unlock on-the-go and food-to-go occasions.
Launching exclusively into 100 Sainsbury’s stores, the new range includes Kids Simply Avocado Pots, Breakfast Avocado & Toast pots and a multipack format of its Guacamole Chip & Dip. The launches reflect continued momentum behind clean-label snacking and demand for convenient formats made with recognisable ingredients.
Targeting the lunchbox and family snacking occasion, Kids Simply Avocado Pots contain five 57g portions of Holy Moly’s Simply Avocado, made with 98% avocado plus lime and salt. The pots are packaged in a biodegradable wood-fibre net and are positioned as a UPF-free, three-ingredient alternative to more processed kids’ snacks. The format is designed to give parents a simple way to add natural fats and nutrition into everyday routines, with an RRP of £4.00.
Ehrmann protein
Ehrmann has expanded its high-protein dessert range in the UK with the launch of two new SKUs in Morrisons: High Protein Creatine Puddings and High Protein Triple Layer Sundaes.
Both lines are now available nationwide in-store and online, with an RRP of £1.99, reinforcing the dairy brand’s focus on combining indulgent dessert formats with functional nutrition.
The High Protein Creatine Puddings represent a category first for the UK chilled dairy aisle, integrating creatine into a ready-to-eat dessert. Available in Chocolate and White Chocolate, the 230g pots deliver 20g of protein and 1.5g of creatine per serving, while remaining low fat, lactose free and with no added sugar.
Ehrmann is targeting growing consumer awareness of creatine beyond sports nutrition, positioning the product as a convenient way to incorporate the supplement into everyday diets without pills or powders.
Alongside this functional launch, Ehrmann has introduced High Protein Triple Layer Sundaes, extending its core high-protein dessert proposition with a more indulgent, texture-led format.
Aldi Choceur
Aldi has expanded its Choceur confectionery range with the launch of Freeze Me Bites, a supermarket-first hybrid format combining chocolate with a creamy, ice cream-inspired centre.
Available in UK stores now at £2.29 for a 140g pack, the bites are designed to be eaten either straight from the cupboard or after 30 minutes in the freezer, offering shoppers flexibility across ambient and chilled-style snacking occasions. The format taps into growing interest in playful, multi-format treats that blur the line between confectionery and ice cream.
The Freeze Me Bites range launches in three flavours: Chilla Vanilla, pairing milk chocolate with a vanilla centre; Double Chilly Choc, featuring a cocoa-filled core; and Straw-brrrr-y, combining white chocolate with a strawberry filling. Positioned as a no-fuss indulgence for sharing, movie nights or on-the-go consumption, the bites are designed to deliver a “choc-ice” style experience without the need for utensils.
THIS deli slices
Plant-based brand THIS is expanding its UK chilled range with the launch of two new ready-to-eat deli slice SKUs, targeting flexitarian lunches, snacking and premium sandwich occasions.
Launching this spring, the THIS Isn’t Roast Chicken Slices and THIS Butter Bean, Garlic and Paprika Slices are designed to bring improved texture, flavour and nutrition to the plant-based deli fixture, a segment that has struggled with quality perception. Both products are positioned as high-protein, clean-label alternatives that require no preparation.
The THIS Isn’t Roast Chicken Slices aim to replicate the bite and mouthfeel of traditional chicken deli meat, offering a familiar option for sandwiches, salads and protein-led snacking. Meanwhile, the Butter Bean, Garlic and Paprika Slices lean into vegetable-forward innovation, using on-trend butter beans combined with bold seasoning to deliver a more adventurous plant-based option.
Each 95g pack is high in protein, a source of vitamin B12 and iron, and low in saturated fat, broadening appeal beyond vegans to health-conscious and flexitarian shoppers. Both SKUs launch at an RRP of £2.95.