Launched in 2026, the London start-up has surpassed 17,000 Instagram followers and sold out PureGym activations.

LONDON, LONDON, UNITED KINGDOM, September 10, 2026 /EINPresswire.com/ -- Britain's established meal-prep brands have taught customers to expect a box at the door. Munch Now believes the next battle for loyalty will be won somewhere else: on the gym floor. Its proposition is direct - start with the athlete, understand the goal, then build the food and community around it.
Less than a year after opening, the founder-led company is already turning that challenger idea into visible momentum. Since January, Munch Now has taken its meals into several PureGym locations across London, meeting members where they train and gathering direct insight into the nutrition challenges that sit alongside busy lives. Sold-out activations - including Catford and the company's first day at PureGym Oval - have reinforced demand for meal preparation that accommodates different training goals instead of forcing every customer into the same plan.

That athlete-first positioning extends beyond the menu. Munch Now's social channels use performance stories and real training journeys rather than relying only on polished product advertising. Its content has featured profiles including seasoned HYROX athlete Megan Wilson and U69 powerlifter Dominique Courtney Cox, while its three-athlete Goal Series follows the different realities behind individual results.
The approach appears to be connecting. Munch Now's public Instagram profile has grown to more than 17,000 followers and over 80 posts, while the business has also brought its food into athlete-led environments including FitFCK and multiple PureGym activations. For a company launched this year, the combination of community growth, athlete participation and in-person demand gives it the energy of a new entrant moving quickly rather than waiting quietly for attention.

At product level, Munch Now organises its freshly prepared, macro-tracked menu around Bulk, Maintain and Lean. The categories give customers a clearer starting point for choosing food that fits their calorie, protein and performance needs, while taking away much of the shopping, cooking and portioning that makes consistency difficult.
Current options include Grilled Steak with basmati rice and seasonal vegetables, listed at 550 calories and 50g of protein, and Garlic & Herb Chicken with basmati rice, listed at 485 calories and 48g of protein. Customers can order individual meals through the mobile app or choose weekly meal-prep plans online.
“We do not want athletes to be an afterthought or simply appear in an advert once the product is finished,” Amihyia added. “Their goals, routines and experiences should help shape what we build. That is what makes Munch Now different.”
The wider ambition is captured by the brand's 'Home of the Athlete' positioning. Nutrition is the starting point, but the long-term plan is to create an ecosystem where athletes can access the right food, build their profiles, connect with brands and opportunities, and become part of a genuine fitness community.
That makes the gym activations more than sampling events. They are real-world touchpoints where Munch Now can test demand, speak directly with its audience and continue developing a service around how athletes actually live. In a matter of months, the business has moved from a new name to a growing presence across London's gyms and social feeds, and it is making clear that this is only the opening round.
Customers can view the current menu and ordering options at munch-now.com, or follow @munchnow_uk on Instagram.

About Munch Now
Munch Now is a London-based fitness food and athlete platform founded in 2026 by Joshante Amihyia. It provides freshly prepared, macro-tracked meals organised around Bulk, Maintain and Lean goals, with individual ordering through its mobile app and weekly meal-prep options. Through its 'Home of the Athlete' vision, Munch Now aims to connect nutrition, athletes, creators, brands and fitness communities

Joshante Amihyia
MunchNow
info@munch-now.com
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