After almost 10 years of growth and success within its Group, DB Foods is bidding a fond farewell to Muscle Foods as the online retailer becomes an independent enterprise.
Muscle Foods was founded as part of the DB Foods Group in 2013 to sell high-protein food, snacks and sports supplements online, initially to the fitness community. In 2018, it was named ‘Specialist Online Retailer of the Year’ at the Grocer Gold Awards. Muscle Foods, as the business, expanded its customer proposition adding subscription meal plans and ready meals to help their customers achieve their fitness and slimming goals. In the early years the business greatly benefited from the scalability DB Foods meat supply was able to afford the new business.
‘Muscle Foods has achieved so much, both in terms of sales and brand recognition. Now with the proposition expanding significantly from pure meat into its successful ‘Goal Getters’ subscription products, it makes sense for Muscle Foods to continue its journey outside the Group.’ says Gary Smith, CEO of DB Foods.
‘We are very proud to have given the support for its launch and initial growth, delighted to be continuing our relationship as a supplier to the business, and look forward to watching the business continue to prosper and ‘flex its muscle’ in the years to come.’