Nestlé, the maker of frozen food brands like Stouffer’s and DiGiorno, is launching a new line of meals called Vital Pursuit for people taking GLP-1 drugs, such as Ozempic, for weight loss. The brand will consist of 12 portion-controlled meals high in protein and fiber, designed as a companion for those on weight loss medication. This move by Nestlé is part of a larger trend of companies expanding to cater to the growing market of obesity medication users, with J.P. Morgan predicting that about 9% of the US population will be on a weight-loss drug by 2030.
GLP-1 drugs, or glucagon-like peptide 1 agonists, have uncertain long-term health effects, but recent studies show promising results in reducing heart risks and sustaining weight loss for up to four years. These medications have influenced changes in people’s eating habits, both in portion sizes and frequency. Nestlé North America CEO Steve Presley stated that Vital Pursuit aims to provide accessible and tasty food options for consumers in this emerging category, filling a gap in the market for those on weight loss medication.
While the full lineup of Vital Pursuit options has not been revealed, the meals will be available in grocery stores later this year at a suggested price of $4.99 or less. These meals are made with ingredients such as whole grains or protein pasta and are enriched with nutrients like potassium, calcium, and iron that prescription drug users may miss out on due to reduced food intake. Retail analyst Neil Saunders believes that adding a brand like Vital Pursuit to Nestlé’s portfolio is a smart move, especially as GLP-1 drugs could disrupt the food manufacturing industry.
Nestlé’s existing brand, Lean Cuisine, launched over 40 years ago, is considered “old-school” by customers focusing on calorie counting. The introduction of Vital Pursuit represents a more scientific approach to frozen food, emphasizing nutrition and balance. Additionally, other companies like GNC and Costco are also capitalizing on the rise of GLP-1 drugs by offering products tailored for individuals on weight loss medication. Weight loss companies like WeightWatchers are adjusting their services to cater to this new market of consumers seeking prescription medications for weight loss.
Gyms are also adapting their strategies to accommodate members taking weight loss medications. Luxury gyms like Life Time are acquiring weight loss clinics with doctors who can prescribe GLP-1s, while Equinox is launching personal training programs to help members maintain muscle mass while on these medications. Food companies like Nestlé are preparing for changes in consumer behavior, as GLP-1 users are buying fewer sugary snacks and high-carb products. The launch of Vital Pursuit sends a message to investors that Nestlé is actively responding to the growing opportunity presented by weight loss drugs and consumers on these medications.
