MuscleFood
MuscleFood is a UK direct-to-consumer e-commerce retailer of lean meats, high-protein prepared meals, and protein-focused grocery products, delivered nationwide via temperature-controlled logistics. From Nottingham, it serves fitness enthusiasts, GLP-1 users, and health-conscious consumers through its Shopify storefront and subscription model.
- Company typePrivate
- Founded2015
- HeadquartersNottingham, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What MuscleFood does
MuscleFood is a UK-based direct-to-consumer e-commerce retailer headquartered in Nottingham that delivers lean meats, high-protein prepared meals, and supporting grocery products nationwide. The company serves seven identified customer segments, with gym and fitness enthusiasts as the primary persona, alongside bulking customers, lean and weight-loss shoppers, GLP-1 medication users, calorie-conscious consumers, families with picky eaters, and customers seeking to rebuild healthy eating habits. The company states it has served over 4 million customers since commencing customer operations in 2015, with delivery across the UK excluding Argyll, Arran, Dundee, Guernsey, Northern Highlands, Orkney, and Shetland.
The product portfolio is built around fresh and frozen meats (chicken, beef, pork, lamb, turkey, game) sold individually and as multi-buy hamper bundles, supplemented by ready-to-eat meal ranges including FitPot (high-protein, low-sugar ready meals with added collagen) and Prepped Pots (portion-controlled prepped meals), as well as Protein Pizzas. MuscleFood distributes a sub-brand portfolio that includes its own branded lines JUST (hand-baked oat bars), Good Ranger (collagen protein bars), and Good Phats (premium cooking oils), alongside third-party brands such as Grenade, Warrior, Barebells, and BOHNS seasonings. The storefront is organized around goal-driven merchandising — High Protein, Bulking, Lean, GLP-1 Support, Low-Calorie, Feeding Picky Eaters, and Get Back on Track — and runs entirely on the Shopify e-commerce platform with temperature-controlled packaging.
MuscleFood generates revenue through a hybrid of one-off product sales and subscription orders. Pricing includes a £40 minimum order after discount, a £5.99 flat-rate delivery fee for orders under £80, and free tracked delivery for orders at or above £80, with subscription customers receiving additional free-delivery benefits. Marketing runs across email and SMS, Facebook, Instagram, LinkedIn, TikTok, YouTube, and a dedicated Facebook community group. The company discloses no parent company or institutional ownership beyond a 2018 funding round of approximately $13.6 million led by the Business Growth Fund, and publishes no financial figures. Current leadership includes CEO Mark Wasley and marketing manager James Whiting.
MuscleFood firmographics
Firmographics- Name
- MuscleFood
- Legal name
- MuscleFood
- Website
- https://musclefood.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MuscleFood is a UK direct-to-consumer e-commerce retailer of lean meats, high-protein prepared meals, and protein-focused grocery products, delivered nationwide via temperature-controlled logistics. From Nottingham, it serves fitness enthusiasts, GLP-1 users, and health-conscious consumers through its Shopify storefront and subscription model.
- Ownership category
- akta.pro rank
MuscleFood industry classification
Industry- Product category
- Online Food Retail
- NAICS
- Meat Retailers (445240)
- SIC
- Sausages & Other Prepared Meat Products (2013), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)
- akta.pro secondary industries
- Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs) (AFANAFAH), Weight Gain & Muscle-Building Nutrition (HSADAFAC)
Keywords
Where MuscleFood is headquartered
LocationHeadquarters
- HQ city
- Nottingham
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
MuscleFood business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of lean meats, poultry, steaks, prepared meals, snacks and protein products through their e-commerce platform with home delivery.
- Subscription Orders: Recurring subscription model allowing customers to set up regular deliveries with potential promotional discounts and free delivery benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard delivery for orders under £80 |
| Transaction based/ take rate | Pay-as-you-go | Free delivery for orders £80+ |
| Subscription | Monthly | Subscription delivery benefit |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
MuscleFood product offering
Product offeringCore offering
MuscleFood is a UK direct-to-consumer online retailer selling lean meats (chicken, beef, pork, lamb, turkey), high-protein ready meals (FitPot, Prepped Pots), protein pizzas, protein snacks, collagen drinks, and store-cupboard staples. Products are delivered nationwide in temperature-controlled packaging, with subscription options, bulk hampers, multi-buy deals (savings up to 45–70%), and goal-based merchandising for bulking, lean eating, low-calorie, and GLP-1 support use cases.
Product overview
MuscleFood is a UK-based healthy online food shop and meal delivery service operating a multi-brand portfolio built around lean meats, prepared meals, and protein-focused foods. The core offering centers on fresh and frozen meats (chicken, beef, pork, lamb, turkey) sold individually and in bulk hamper bundles, supplemented by ready-to-eat meal ranges including FitPot (high-protein, low-sugar ready meals with added collagen), Prepped Pots (portion-controlled prepped meals), and Protein Pizzas (guilt-free high-protein pizza alternatives). The product ecosystem extends to protein snacks under sub-brands JUST (oat bars), Good Ranger (collagen protein bars), and Good Phats (cooking oils and fats). The company offers specialized dietary collections for GLP-1 support, bulking, low-calorie, and lean eating goals, plus a subscription service and weight loss meal plans. All products are delivered direct to consumers across the UK with freezer-friendly packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh and Frozen Lean Meats
Quantifiable outcome
- Customers report losing weight, gaining muscle, and successfully hitting protein targets
- +1 more outcomes
Companies that use MuscleFood
Customer profileSegments7 records
Ideal customer profiles5 records
MuscleFood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MuscleFood partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
MuscleFood competitors and assessment
Company assessmentDirect peers
- PhD Nutrition: UK sports nutrition brand (owned by Associated British Foods) selling protein products, supplements and high-protein meals. Same UK fitness-and-protein category as MuscleFood.
- Bulk Powders: UK DTC sports nutrition retailer (Bulk.com) selling protein, supplements and health foods with subscription options. Comparable product mix and discount-led DTC model.
- The Protein Works: UK-based DTC sports nutrition brand offering protein powders, bars and performance nutrition. Directly comparable to MuscleFood on protein-forward portfolio, bulk-savings mechanics and fitness-targeted customer base.
- MyProtein: UK-founded DTC sports nutrition brand selling protein powders, snacks and gym-focused foods globally. Closest peer to MuscleFood given shared high-protein positioning, own-brand portfolio and direct-to-consumer model.
- Graze: UK-born snack subscription brand (owned by Mars) offering portion-controlled, health-positioned snacks delivered to door. Highly comparable DTC subscription mechanic and target consumer.
- Grenade (un)Limited: UK sports-nutrition brand specializing in protein bars, shakes and spreads. Sold through MuscleFood as a third-party brand but competes head-to-head in protein snacks.
Broad incumbents
- Gousto: UK meal-kit subscription company delivering recipe boxes and prepared ingredients weekly. Overlaps with MuscleFood on DTC meal delivery and home-cooking convenience.
- HelloFresh UK: Global meal-kit subscription leader with large UK presence. Competes with MuscleFood's FitPot/Prepped Pots for share of home-prepared healthy meals, with much broader food remit.
Emerging players
- Lean Kitchen: UK DTC prepared-meals brand targeted at fitness consumers with high-protein, calorie-controlled ready meals. Closest direct competitor to MuscleFood's FitPot range.
Regional players
- Barebells: Scandinavian protein-bar brand sold across UK retailers and through MuscleFood's storefront. Comparable high-protein functional food category, even though brand is a third-party in the MuscleFood catalogue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
MuscleFood social profiles
Digital presenceMuscleFood financial estimates
Financial estimateRevenue estimate
Valuation estimate
MuscleFood leadership team
Management profileNumber of profiles
Profiles2 records
MuscleFood funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MuscleFood M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MuscleFood
What does MuscleFood do?
MuscleFood is a UK direct-to-consumer online retailer selling lean meats (chicken, beef, pork, lamb, turkey), high-protein ready meals (FitPot, Prepped Pots), protein pizzas, protein snacks, collagen drinks, and store-cupboard staples. Products are delivered nationwide in temperature-controlled packaging, with subscription options, bulk hampers, multi-buy deals (savings up to 45–70%), and goal-based merchandising for bulking, lean eating, low-calorie, and GLP-1 support use cases.
Is MuscleFood a public or private company?
MuscleFood is a private company. It is classified as venture growth investor backed and is currently operating.
When was MuscleFood founded?
MuscleFood was founded in 2015. It employs 51 to 100 people.
Where is MuscleFood based?
MuscleFood is headquartered in Nottingham, United Kingdom, in the Europe region.
How does MuscleFood make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Orders.
Who are MuscleFood's main competitors?
Direct peers on record are PhD Nutrition, Bulk Powders, The Protein Works, MyProtein, Graze and Grenade (un)Limited. Broad incumbents are Gousto and HelloFresh UK. Lean Kitchen is listed as an emerging player. Barebells is listed as a regional player.
Does MuscleFood have an API?
No public API is recorded for MuscleFood.
What industry is MuscleFood in?
MuscleFood's product category is Online Food Retail. Its primary akta.pro industry code is CRADAGAA, Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout), with a secondary code of AFANAFAH, Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs). Its NAICS code is 445240 and its SIC code is 2013.