Nestlé has announced plans to launch frozen foods aimed at weight-loss drug users.
In the last year, the use of GLP-1 weight loss and diabetes drugs like Ozempic and Wegovy has skyrocketed as celebrities like Oprah Winfrey have credited them for their slimmer figures. With the growing number of consumers taking these medications, Nestlé has revealed plans to launch new frozen food brand, Vital Pursuit, aimed at a growing demographic.
According to a recent survey from health policy research organization KFF, an estimated one in eight adults in the U.S. has used a GLP-1 medication at some point, and nearly half of that number are currently in the process. By 2035, research from Morgan Stanley indicates that the total number of American consumers taking this drug could increase to a whopping 31.5 million, or nine percent of the total population.
This increase has had a ripple effect on consumer habits according to Walmart US CEO John Furner, who said Bloomberg In October, that data showed that customers who picked up GLP-1 prescriptions at their pharmacies were purchasing not only less food but also items with fewer calories. As patients taking the drug eat less frequently – due to fewer cravings and a desire to consume more protein instead of sugary and fatty foods – investors are worried about what this means for the future of food companies. and beverages and fast food chains.
Nestlé sees this as a lucrative opportunity to tap into a growing and untapped market. The company's CEO in North America, Steve Presley, explained to CNBC that dieting is part of a bygone era.
“The reality is, over the last 25 years, the diet has been dying,” Presley said. “To me, what we've done is give consumers a new tool that really gives them confidence and success in this journey.”
With Vital Pursuit, Presley noted that Nestlé aims to help consumers on their ongoing health journey by providing them with the nutrients they need. The new brand will join Nestlé's other health-focused frozen food brand, Lean Cuisine, founded in 1981, but the difference is that the new brand is aimed specifically at weight-loss drug users who need to consume more protein. amid the muscle loss that often occurs with medications.
Presley explained, “Consumer research shows that there are certain nutrients and certain macros that need to be administered to help consumers stay healthy during GLP-1 treatment.”
The new brand will initially offer 12 items, including frozen bowls with whole grains or protein-rich pasta, as well as sandwich melts and pizzas that include one or more essential nutrients such as protein, calcium or iron. They also plan to sell gluten-free items. Although the brand's packaging will not include mentions of the GLP-1 medications, the brand's upcoming social media campaigns will directly link the new products to the medications.
These items will reportedly retail at affordable prices starting at $4.99 or less and are expected to hit the freezer aisle in the fourth quarter.
The new brand is not a surprising move by Nestlé, especially since they have been leaning towards more health-focused products since selling their US candy business – including the Butterfinger, Crunch and Laffy Taffy brands – to Ferrero for $2,800. millions of dollars.
