For those with busy lifestyles, finding the proper nutrition to maintain their pace of life can be a tricky problem to solve – particularly with quick, healthy and good-value food options harder and harder to find. This need triggered the growth in demand for higher-quality, fresher, ready-to-eat meals (RTEMs) feeding a whole new wave of active and ambitious eaters.
My Muscle Chef has thrived in this environment. Born out of an entrepreneurial spirit, the brand has thrust its way to the front of the fitness RTEM market as the brand of choice for the Fit Individual: a routine-obsessed and nutrition-focused group, looking for taste, choice and convenience.
This leadership has seen the competition begin to mirror its efforts, and seeing itself as a challenger spirit, this just didn’t sit right for My Muscle Chef. So now, the brand pushes on again, with its latest move to introduce the all-new red tray, breaking free from the sea of black now seen on shelves in stores everywhere.
This switch ties in neatly with the brand refresh revealed in My Muscle Chef’s recent ‘Take Back Sunday’ campaign that elevates the brand to a lifestyle platform that reaches beyond just consumers with fitness goals in mind. This refresh speaks to the change in status of My Muscle Chef, while still catering to the Fit Individual. The brand now offers even greater value as the go-to, on-the-go choice for a far larger market of people. Those who are looking for a quick, fresh, healthy and affordable option, delivered without compromise.
The new red tray, a choice backed by significant investment into a range of convincing data and insight, allows My Muscle Chef to fully own its distinctive red. The impact on shelves in-store will be instant and unmissable, both drawing in a new audience, as well as making it easier for their loyal following to recognise the brand.
Every Body hits the shelves
Not satisfied with just one innovation, My Muscle Chef has also launched its new Every Body range.
Designed by My Muscle Chef’s expert team of dietitians and chefs, the Every Body range provides access to fresh, tasty, healthy food, without the pain of having to cook – at a lower price point. This move, in response to the rising cost of living pressures, broadens the brand’s scope, meaningfully building on its Every Body Every Goal tagline. Head of R&D and nutrition at My Muscle Chef, Ryan Pinto, said: “We wanted to provide more options to customers, without having to compromise on what My Muscle Chef is best known for — our quality, our freshness, and our taste.”
While value-focused, the Every Body product line is as uncompromising as anything else My Muscle Chef puts on shelves or delivers to doors, offering its signature combination of variety, great taste and freshness, all packed with macro nutritional value.
RTEMs on the rise
My Muscle Chef is leading the charge in this fast-growing category that has finally hit its stride, finding its potential as a facilitator for those living life at their productive and powerful best. The brand meets consumers at their level, reflecting its energy, ambition and expectations, with big, unmissable moves — the trademark of any true challenger — and resetting the standard for other providers to meet, with the red tray now becoming a trust mark for quality in the category.
