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UK supermarket Iceland has partnered with Myprotein to launch the “world’s first” frozen protein meal vending machine. The new machine has been installed at a gym in Wigan, UK, with the companies planning roll out into all Fitness First gyms nationwide if the pilot is deemed successful. The machine will sell a range of ten frozen Myprotein meals, each containing 20-30 grams of protein, which the company says is necessary for muscle building and recovery. In a statement, the companies said: “Gym goers simply need to pick the meal of their choice and pop it in the microwave once home to help refuel, build muscle and recover – with ultimate convenience. From just £5.00 – £5.50 per meal, they’re super affordable too.” The meals available include katsu chicken, beef lasagne, Singapore noodles and jerk chicken, and all are contained in reusable packaging. The frozen meal vending machine was manufactured by Mother, a full-service automatic retail company that provides smart vending solutions. CEO and founder of Mother, Phil Davison, commented: “The Myprotein smart vending machine is a perfect fit for gym environments and we’re thrilled to see it launching in Fitness First where we’re sure its members will love the solution. The interactive user interface, cashless and mobile payments, product filtering, nutritional information, product animations and special offers all contribute to what customers are demanding nowadays – a modern day digital retail experience.”