Nestlé recently announced the launch of a new frozen food brand called Vital Pursuit, specifically targeted at individuals taking GLP-1 diabetes and weight loss drugs like Ozempic and Wegovy. The line, priced at $4.99 and under, will include products like frozen pizza, sandwich melts, and pasta, packed with essential nutrients like protein, vitamin A, potassium, and calcium. The packaging for Vital Pursuit will not mention GLP-1 drugs explicitly, but Nestlé plans to make these connections on social media.
Nestlé USA Meals Division President Tom Moe stated that the company has been expanding its offerings to address consumer eating habits, and as the market evolves, they will continue to introduce more product formats under Vital Pursuit. The launch of Vital Pursuit is part of Nestlé’s broader strategy to offset potential sales losses as the popularity of appetite-suppressing GLP-1 drugs increases. The frozen food line is expected to hit shelves in October, catering to the growing number of individuals using GLP-1 drugs for weight management and diabetes.
A recent survey by the Kaiser Family Foundation found that about 12% of U.S. adults, or one in eight, have taken a GLP-1 drug at some point, with around 6% currently using them. While some GLP-1 drugs like Wegovy are specifically approved for weight management, others like Ozempic are primarily used for diabetes but are often prescribed off-label for weight loss. This growing market for GLP-1 drugs has led to concerns among food companies, as well as those in the fitness and medical industries, prompting Nestlé to develop products tailored to this consumer segment.
Telehealth company Hims & Hers Health recently announced a $199 monthly weight-loss alternative to Wegovy, causing their stock to soar to a three-year high. This demonstrates the increasing demand for weight-loss solutions and alternatives to prescription medications like GLP-1 drugs. Nestlé’s decision to launch Vital Pursuit aligns with the current trend of consumers seeking convenient and nutritious food options that complement their medication regimen for diabetes and weight management.
Nestlé first mentioned its plans to develop products for GLP-1 users during an October earnings call, in response to the rising popularity of such drugs and their potential impact on various industries. GLP-1 agonists were originally created to treat Type 2 diabetes but have since gained popularity for their weight-loss benefits due to their appetite-suppressing properties. Despite the high demand for these drugs, manufacturers have struggled to keep up with production, leading to shortages that have affected patients relying on GLP-1 medications.
In conclusion, Nestlé’s launch of Vital Pursuit represents a strategic move to tap into the market of individuals using GLP-1 drugs for weight management and diabetes, offering convenient and nutrient-rich frozen food options. As the popularity of GLP-1s continues to grow, companies like Nestlé are adapting their product offerings to cater to evolving consumer needs and trends. With the launch of Vital Pursuit, Nestlé aims to provide a solution for individuals seeking convenient and nutritious meal options while managing their health conditions with GLP-1 medications.
