DMC Foods, an Irish ready-meals leader, is set to launch its Fit Foods brand in the UK.
The family-owned company has successfully secured listings for its range of nutritious products at Morrisons, a prominent UK grocery chain.
DMC Foods proudly states that it has “transformed” the Irish market, where private label products dominated. Currently, Fit Foods represents nearly half of the company’s sales.
This launch will feature Fit Foods in 300 Morrisons locations nationwide.
In addition to a dedicated branded section for their six bestselling meals, the launch will be supported by a comprehensive UK marketing campaign.
Brian O’Leary, CEO of DMC Foods, remarks, “What started with my grandfather’s butcher shop has grown into Ireland’s number one ready meal brand. Bringing Fit Foods to the UK is a huge milestone for us.”
He adds, “To see that journey come full circle with a partner like Morrisons is incredibly special. We are proud of our achievements in Ireland, and this marks the beginning of our long-term growth plan in the UK. We are determined to redefine the ready meal category.”
Emily Hill, Senior Trader for Ready Meals at Morrisons, states, “Fit Foods brings something genuinely fresh to the ready meal aisle. Their meals are tasty, balanced, and proven to engage shoppers. We are delighted to be the first retailer to launch them nationwide.”
DMC Foods is initially launching six SKUs, including popular options like chicken curry with brown rice, cheeseburger with fries and gherkins, and sweet chili chicken with wholewheat noodles.
According to company insights, Fit Foods attracted “younger, more affluent shoppers” to the category in Ireland, contributing to increased spending.
Gillian Clarke, Marketing Director at DMC Foods, explains, “Our butcher heritage means we have always had a deep respect for ingredients and flavor. Over 55% of consumers of all ages tell us ‘Fit Foods is a brand for someone like me.’ We understand the challenges of maintaining a healthy diet without sacrificing taste or spending hours in the kitchen—that’s exactly why we’re here!”
DMC Foods manufactures more than 1 million meals each month. With a state-of-the-art 34,000 square meter facility in Ireland and a workforce exceeding 200 employees, the company provides one in five ready meals in the country. It boasts presence in over 300,000 selling points, including Lidl, Aldi, Londis, and Centra.
