Munch Now takes meal prep onto the gym floor

London start-up Munch Now is betting athletes will reward meal prep brands that meet them at the gym, not just at the doorstep. Launched in 2026, the company has already passed 17,000 Instagram followers and sold out PureGym activations across London.

Why it matters: - Munch Now is trying to win meal-prep loyalty by building around athletes' training goals, not around a generic weekly box. - The approach targets a crowded fitness-food market where convenience alone is no longer the only differentiator. - The company's gym-floor activations give Munch Now a direct way to test demand and shape products around real training habits.

What happened: - Munch Now launched in 2026 in London and is led by founder Joshante Amihyia. - Since January, Munch Now has taken meals into several PureGym locations across London. - Sold-out activations at Catford and on the company's first day at PureGym Oval signaled strong demand. - Munch Now has also brought its food into athlete-led environments including FitFCK. - The company's public Instagram profile has grown to more than 17,000 followers and more than 80 posts.

The details: - Munch Now organizes its freshly prepared, macro-tracked menu around Bulk, Maintain and Lean. - The menu is designed to match calorie, protein and performance needs while reducing shopping, cooking and portioning. - Current options include Grilled Steak with basmati rice and seasonal vegetables at 550 calories and 50g of protein. - Another option is Garlic & Herb Chicken with basmati rice at 485 calories and 48g of protein. - Customers can order individual meals through the mobile app or choose weekly meal-prep plans online. - Munch Now's social channels emphasize performance stories and real training journeys instead of only product advertising. - Featured athletes include HYROX athlete Megan Wilson and U69 powerlifter Dominique Courtney Cox. - The three-athlete Goal Series follows different paths behind individual results. - Customers can view the current menu and ordering options at munch-now.com, and follow @munchnow_uk on Instagram.

Between the lines: - Munch Now is positioning itself as a community platform as much as a food brand. - The company's "Home of the Athlete" message suggests a longer-term plan to connect nutrition with athlete profiles, brands and fitness opportunities. - The emphasis on in-person gym activations shows Munch Now wants feedback and visibility where customers already train. - The direct quote from Amihyia underscores the brand's effort to treat athletes as product partners, not just marketing subjects.

What's next: - Munch Now plans to keep using gym activations as real-world touchpoints to refine its service. - The company is expected to keep expanding its athlete-led content and community reach as it grows across London's fitness scene. - Munch Now's longer-term goal is to build an ecosystem around food, profiles, connections and opportunities for athletes.

The bottom line: - Munch Now is trying to turn meal prep into a training-side experience, and early signs suggest London's gym-goers are paying attention.