While consumers trying to lose weight are far from a
new category (see: much of the history of the fitness, wellness, and self-help industries), the rise of GLP-1 medications has altered the landscape in recent years.
Nearly 10% of the U.S.
population reports having used GLIP-1s, according to a Gallup survey from December 2024.
Food and beverage companies are now looking to respond to the demographic, given their changes in
appetite and food/beverage consumption, with the topic regularly cropping up in earnings calls.
This week, Danone North America revealed one such response with the launch of Oikos Fusion.
Oikos is marketing the cultured dairy beverage for its ability to provide protein to help offset the muscle loss that accounts for around 20% of weight loss for users of the medication, according to
research the brand cites.
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Oikos Fusion is a lactose-free drink with no added sugar. The company touts its 23 grams of protein, 5 grams of prebiotic fiber, and vitamins including D, B3, and B12
as selling points.
Oikos Fusion is being sold in three flavors, packaged in 7 fluid-ounce bottles, a format the brand described in a release announcing the launch as “was chosen so that
each consumer can enjoy -- and comfortably finish consuming -- a delicious, nutrient-dense drink.”
Danone North America claims the product was designed based on insights from GLP-1
users, with its proprietary blend based on clinical trials by the company, and others, suggesting their importance for populations at risk of muscle loss.
Oikos Fusion initially launches in
the refrigerated section of select retailers this month, ahead of a wider retail rollout this fall. The new product extends the Oikos Protein Shakes line launched in May. Danone also launched a nutrition hub for GLP-1 users, with recommendations of other products in the company’s portfolio useful for that
population.