New high protein, ‘healthy pizza’, aimed at health-conscious consumer, wins UK listings

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A high protein pizza, launched into retail just four months ago and created for the health conscious consumer, is now being stocked in 427 outlets across the UK.

The pizza, developed by online health and fitness retailer Musclefood.com, has seen a big increase in the number of stockists selling the healthy alternative to the fast food favourite.

Gyms, health food chains, and supplement stores have all come on board since it was launched to trade in February and the retailer is in talks with leading supermarket Sainsbury’s.

The pizza also launched in 155 Super Valu and Centra stores in Ireland earlier this year and since being stocked has recorded the best ever sales for a new frozen pizza brand.

The protein pizzas have been a big hit with the fitness community, celebrities and people on a calorie controlled diet since launching 12 months ago.

Since launch, the retailer has sold over 400,000 pizzas, with celebrities including chat show host Jonathan Ross and model Imogen Thomas among the website shoppers.

Each pizza contains around 600 calories, the same amount of protein as three chicken breasts and five times less carbohydrates than the average takeaway pizza.

Fat content is much lower too with each slice containing 2.4g of fat compared to 15.3g in some takeaway alternatives.

Each pizza has an authentic stone baked base but the traditional bread flour has been replaced by pea protein powder, which increases the protein content. Each pizza is also gluten free.

This is the first time the pizza has been made available to high street shoppers. Previously pizza lovers have only been able to buy the healthier alternative from the Musclefood.com website.

Darren Beale from Musclefood.com said: “The number of retailers stocking the pizza has grown very quickly. Since we launched to the trade earlier this year we’ve had over 400 accounts nationwide and that figure is growing fast.

“This doesn’t include the further 155 stockists through Super Valu and Centra. Sales have exceeded all our expectations and prove that the mainstream market is ready for this kind of product.

“People are more conscious now that ever before about what they put in their bodies and we want to show them that eating a healthy diet isn’t just about chicken and vegetables.

“We offer people an alternative. They can still indulge in their favourite treats without worrying about the calories and fat content, and with the knowledge it’s high protein meaning they’ll stay fuller for longer.”

Beale said: “Our products have always been popular with bodybuilders and fitness fanatics and over the last 12 months we’ve seen shoppers including those wanting to lose weight and busy parents snapping up our products.

“They’ve certainly moved from being something niche to a more mainstream product.”