Pizzas, sandwiches, wraps, bagels, flatbreads, and pancakes are among the new high protein baked goods launched by Morrisons for 2026.
The 14 new items are part of a 53-strong Applied Nutrition range spanning fresh, frozen and ambient categories. This was created through a licensing agreement between the supermarket and sports nutrition, health and wellness brand Applied Nutrition.
Among the new high protein bread choices are Sliced Bagel Thins (rsp: £1.75, four-pack), which feature brown linseeds and offer 7g of protein per bagel; Plain Flatbreads (£1.65, four-pack), with 13g of protein per serving; and Tortillas (£1.60, six-pack), providing 10g of protein per serving. There are also Maple Pancakes (£1.75, four-pack) which have 7g of protein per serving.
In the food-to-go chillers for meal deal options are new Chicken & Bacon and Coronation Chicken & Onion Bhaji sandwiches (£4.25 each), both made with wholemeal bread. A quartet of new wraps (£3.50 each) include Chicken Salad, Sweet Chilli Chicken, Chicken Fajita, and Coronation Chicken fillings that offer from 29g to 32g of protein per serving.
Lastly, there are four new pizzas – the Meat Feast and the Sweet Chilli Chicken (£4 each, up to 30g of protein per pizza), and the pinsa-style BBQ Chicken and Meat Feast (£4.75 each, 34g of protein per pizza).
Morrisons noted that the launches are designed to meet the rising demand for high protein products, with Pilgrims Customer Research in 2024 finding that 26% of its customers were looking to up their protein intake.
“We are delighted to partner with Morrisons on this exciting new range of high-protein foods, launching in January,” commented Steven Granite, chief operating officer at Applied Nutrition. “This new range will help consumers achieve their goals with convenient, great-tasting, and nutritious options.”
The new Applied Nutrition range also includes a ‘Small & Balanced’ sub-range of ready meals described as ‘GLP-1 friendly’ and aimed at the two million UK consumers on weight-loss medication such as Ozempic, Wegovy, and Mounjaro [Bramble Intelligence 2025].
Another retailer catering to the increase in popularity of weight-loss medication is M&S, which recently unveiled a Nutrient Dense range including super seeded bread and crackers.
Fibre-rich claims were found to be marginally ahead of high protein in bakery NPD launches between 2021 to 2025 in an audit conducted by ACI Group in partnership with GoodMills Innovation.The fibre trend may well pull further in front this year, with Brace’s Bakery deciding to discontinue the Protein loaf from its Ernest 100% sourdough range whilst considering developing a high fibre recipe instead.
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