Nestlé Hops on GLP-1 Trend With Weight-Management Food Line

 Nestlé Hops on GLP-1 Trend With Weight-Management Food Line


Vital Pursuit; Credit: Nestlé

Nestlé jumped into the weight-management market with a new food product brand that’s being marketed as a companion piece for those taking one of the increasingly popular GLP-1 medications such as Ozempic and Wegovy.

The Vital Pursuit brand, which is made up of portion-controlled meals that are high in protein and fiber, seeks to complement the eating habits of the millions of Americans who are currently prescribed a weight-loss medication or are actively managing their weight, per the company. 

CEO of Nestlé North America Steve Presley said they saw an opportunity to serve consumers on weight loss journeys as the use of these medications is on the rise. The company has developed these meals by tapping into consumer insights and nutrition science, which it leverages to stay ahead of emerging consumer behaviors.

The new frozen product line includes:

  • Bowls with whole grains or protein pasta
  • Sandwich melts
  • Pizzas
  • Gluten-free options
  • Air-fryer-ready items for added convenience.

“We know that every consumer on a health journey has individualized needs and considerations, and having options to support those needs will continue to play an important role,” said Tom Moe, president, Nestlé USA meals division, in a statement. “Over the past several years, we have been expanding choices across our meals portfolio to address consumer eating habits, and as the market evolves, we’ll continue to expand Vital Pursuit with more product formats for our consumers.”

Vital Pursuit will hit shelves at select U.S. retailers later this year with 12 SKUs.

More GLP-1 Launches Coming Soon?

The company cited research about the growing market. According to the American Pharmacists Association, the number of adults prescribed a GLP-1 medication is expected to jump this year after hitting a peak of one in 60 adults in 2023. J.P. Morgan Research predicts that there will be 30 million GLP-1 users in the U.S. by 2030 — about 9% of the population.

This isn’t the first time a consumer goods or retail company has looked to take advantage of this trend. 

Nutrition company Abbott launched Protality, a high-protein nutrition shake to support GLP-1 users, earlier this year, and the Vitamin Shoppe launched Whole Health Rx, a telehealth service focused on weight-management solutions and GLP-1 agonist medications, just this month. The Vitamin Shoppe will be offering nutritionist-recommended supplements to help optimize the weight loss journey for those who are on related medications.

GNC has also been highlighting brands with products that can support GLP-1 users, such as Nirvana Super’s beverages to help promote and maintain lean muscle mass. 

Michael Costello, CEO of GNC, said in an earlier statement that “the results of GLP-1 agonists are truly life-changing, but we also know that lifestyle and nutrition support are necessary companions to achieving long-term success. GNC is leading the way with our knowledgeable coaches in our stores, science-backed products, and expert education and online resources.”

These new product launches could be an industry response to early queries from investors after a report of a slight pullback in baskets last year in people taking these types of medications. During last fall’s initial frenzy, Sally Lyons Wyatt of Circana told CGT that manufacturers and retailers would need to navigate this as a headwind to deliver on the needs of their consumers. 

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Fallon Wolken

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