• by Danielle Oster , May 23, 2024

Nestlé is releasing its first products designed for people taking GLP-1 agonist drugs such as Ozempic and Wegovy for weight loss.

Vital Pursuit, a brand of line of frozen foods with significant protein and fiber content, is  “intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management in the U.S.,” as well as being “well-suited to support a balanced diet for anyone on a weight management journey," according to the company.

Nestlé anticipates a national release of the line by Q4.

The Vital Pursuit line will feature whole grain bowls, protein pasta, pizza, and sandwich melts, in portion-controlled servings. The  frozen meals are designed to be high in protein, while providing substantial fiber content, and essential nutrients such as vitamin A, potassium, calcium or iron. There will also be gluten-free options, as well as “several air-fryer ready items for added convenience.”

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

According to a recent KFF Health Tracking Poll, 12% of US adults report ever taking a GLP-1 agonist medication, around half of whom report currently being on such medication. Of those, 38% report taking the drug primarily to lose weight.

The launch appears to be just the beginning for the company’s focus on the segment. "Nestlé is continuing to explore opportunities to expand choices across its portfolio and deliver on consumer eating habits,” according to a release.

The launch of Vital Pursuit is also not exactly a surprise move, as the company has hinted at its development of products designed around GLP-1 users -- a focus unlikely to apply only to the Vital Pursuit brand.

“We discussed GLP-1 and the new interest in weight loss at the last two conference calls. And of course, that trend is developing momentum,”  Nestlé CEO Mark Schneider said during a recent earnings call with investors, going on to describe “ a portion-controlled meal with high protein content” and “a number of vegetables” as “an ideal companion product for someone who is interested in weight loss, whether [or not they’re] on the GLP-1 therapy.”

He added, “And so clearly, there is new interest in this area,” and “we're serving and catering to that interest with new offerings.”