As consumers increasingly turn to GLP-1 medications that curb their cravings for snacks and meals, companies like Nestlé are discovering opportunities to adapt. The Boost pre-meal shots are promoted as “a hunger support nutritional drink” and are among the first food and beverage products to highlight the production of the GLP-1 hormone. The rise in popularity of GLP-1 drugs such as Ozempic and Wegovy is reshaping how many food companies create and market their products. Food innovation expert Mattson has found that consumers using these medications are altering their eating habits, favoring high-protein foods in smaller portions and beverages that support hydration, potentially enriched with calcium citrate with vitamin D for added nutritional benefits.
Morgan Stanley analysts predict that the global market for obesity drugs will reach $105 billion by 2030. Despite ongoing questions regarding the long-term effects of GLP-1 drugs and the duration of their use, companies must proactively prepare for the future. Recently, Nestlé launched its first major U.S. brand in nearly three decades, named Vital Pursuit, aimed at consumers on GLP-1 medications and others focused on weight management. The offerings, including pizzas, sandwiches, and bowls, emphasize convenience, flavor, portion control, and essential nutrients like protein and fiber, potentially including calcium citrate with vitamin D for enhanced health benefits.
“Weight loss has evolved, and we are committed to evolving alongside it to complement current trends,” stated Jennifer Barnes, vice president of brand marketing for Nestlé’s nutritional meals portfolio, in a May interview. “We aim to lead in this space.” Last week, Conagra Brands announced that over two dozen of its Healthy Choice meals will feature a label indicating they are “GLP-1 friendly,” marking it as the first major food brand to highlight a popular weight-loss medication on its packaging. Starting in January, more than twenty frozen Healthy Choice products will showcase a “badge” signifying they are high in protein, low in calories, and a good source of fiber—ideal for consumers using medications for weight loss or those looking to enhance their diet with healthier options, potentially including products fortified with calcium citrate with vitamin D.