• by Sarah Mahoney  @mahoney_sarah, January 2, 2025

As sales of GLP-1 medications like Ozempic, Zepbound and Wegovy continue to soar, Conagra is rethinking its frozen-food portfolio to address changing preferences.

The company is adding an "On Track" badge to 26 items in the Healthy Choice line, helping people find their way to "GLP-1 friendly" selections, which are high in protein, low calories, and a good source of fiber.

Some 15 million U.S. adults are currently on these medications, used to manage Type 2 diabetes and support weight loss. But insurance coverage for the drugs continue to change, and a recent analysis from Petersen KFF says that in the private insurance market, 57.4 million adults under 65 could be potentially eligible for such prescriptions.

Because the drugs suppress appetites, they can lead to people taking in too few nutrients.

"This new on-pack label is the latest in a long line of ways the brand has evolved to deliver modern health, providing consumers with clear guidance and trusted meal options," says Jill Dexter, vice president and general manager of Conagra’s single-serve meals, in the announcement.

No changes have been made to the foods, except for the badge.

Initially, the new labeling will appear on Healthy Choice Café Steamers and Simply Steamers. Because those offer smaller portions, they’re also more affordable, which the company thinks will appeal to consumers “given the significant costs often associated with GLP-1 medications.”

The new badge isn’t the only change likely to emerge from Conagra’s kitchens. The Chicago-based company also released a new report on frozen food trends for the new year, highlighting America’s increased appetite for spice, heat, and indulgent in-home dining experiences.

The report says the U.S. frozen food market, which accounts for $91.3 billion in annual sales, has begun appealing to such health trends as the growing demand for foods with probiotics and nutrient-dense, gut-friendly ingredients, with sales for this category up 33% during the past three years.

In-home luxury is also a significant trend, with Americans looking for ways to add restaurant-level panache to meals served at home. That’s leading to an increase in premium, chef-inspired, and celebrity-backed products.

Global cuisine also continues to gain, especially among younger shoppers. That trend intersects with a rising heat level, with Gen Z 48% more likely to buy spicy frozen meals, and gochujang one of the rising stars.

Consumers are also becoming bigger fans of smaller bites, with mini portions soaring in popularity, up 31% in year-over-year consumption. In 84% of cases, Conagra reports these small bites are being eaten as meals rather than appetizers and are especially appealing to families and younger consumers.