Nestlé caters to the Ozempic crowd with a line of frozen meals crafted just for GLP-1 users

May 22, 2024
GLP-1 weight-loss drugs such as Ozempic and Wegovy—once prescribed only to people managing conditions like diabetes—have hit the mainstream. Not only are celebrities slimming down with the injections, but so are millions of other people, reports Fast Company.

In order to capitalize on the Ozempic trend, some brands are releasing food lines aimed at those taking the drugs. On Tuesday, May 21, Nestlé announced its Vital Pursuit line for those using GLP-1s for weight-loss management. In the announcement, the company explained that the 12 frozen meals are portion-controlled and high in fiber and other essential nutrients.

“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” Steve Presley, Nestlé North America’s CEO, said in a statement. “Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category. We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.”

Vital Pursuit is Nestlé’s first GLP-1-focused line. However, other brands have already made efforts to capitalize on the era of weight-loss drugs. Last month, GNC announced it would add a section to its stores with vitamins, supplements, and shakes for people taking GLP-1 medications. The company also announced that in order to better serve its customers, employees would be trained on common side effects of those medications.

While it seems like it could be a gamble to create an entire line of food or supplements for people taking weight-loss drugs, it’s probably not. The market is massive and growing quickly. According to Nestlé’s announcement, per the National Center for Health Statistics nearly half of U.S. adults reported trying to lose weight at some point over a yearlong period, and 1 in 60 were prescribed a GLP-1 medication in 2023.

Vital Pursuit will be available in the United States by the fourth quarter of 2024.

Research contact: @FastCompany