Ireland’s Dmc Foods Takes Fit Foods Brand To Uk

Ireland’s DMC Foods takes Fit Foods marque to UK.Credit: Fit Foods

DMC Foods, nan Ireland ready-meals business, is launching its Fit Foods marque successful nan UK.

The family-owned institution has secured listings for a scope of products astatine UK grocer Morrisons.

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The institution said it “transformed” nan Irish market, wherever 90% of nan class was backstage explanation products, and now Fit Food accounts for almost half of sales.

Fit Foods will look successful 300 Morrisons nationwide.

As good arsenic a afloat branded bay successful Morrisons to showcase nan six bestselling meals, nan motorboat is supported by a awesome UK campaign.

Brian O’Leary, CEO of DMC Foods, says: “What started pinch my grandfather’s butcher shop has grown into Ireland’s number 1 fresh repast brand. Bringing Fit Foods to nan UK is simply a immense milestone for us.”

“To spot that travel travel afloat circle pinch a partner for illustration Morrisons is incredibly special. We are proud of what we person built successful Ireland and this is conscionable nan commencement of our semipermanent UK maturation plan. This is nary quiet entranceway from a fresh repast marque that has been shaking up fridges successful Ireland for complete a decade. We are present to redefine nan category.”

Emily Hill, elder trader for fresh meals astatine Morrisons said: “Fit Foods brings thing genuinely caller to nan fresh repast aisle. Their meals are tasty, balanced, and proven to prosecute shoppers. We are delighted to beryllium nan first retailer to motorboat them nationwide.”

DMC launches six SKUs, nan six best-selling meals of Fit Foods successful Ireland. The items see meals specified arsenic chickenhearted curry pinch brownish rice, cheeseburger pinch fries and gherkins, and saccharine chilli chickenhearted pinch wholewheat noodles.

According to nan business, it brought successful “younger, much able shoppers” to nan class successful nan Irish market, “adding incremental walk to nan fixture”.

“Our butcher practice intends we person ever had a heavy respect for ingredients and flavour,” said Gillian Clarke, trading head astatine DMC Foods.

“Over 55% of consumers of each ages show america ‘Fit Foods is simply a marque for personification for illustration me.’ We cognize it is difficult to ever eat healthily, get nan macromolecule in, deed nan macros and still bask nan nutrient without spending hours successful nan room – that is why we are here!”

According to its website, DMC Foods produces complete 1m meals each month.

It owns a 34,000 quadrate metre installation successful Ireland and has much than 200 employees. The institution said 1 successful 5 fresh meals successful nan state is made by DMC Foods. It’s coming successful much than 300,000 trading points successful Ireland, including Lidl, Aldi, Londis and Centra.