Nestlé responds to boom in GLP-1 drugs with a new line of frozen, high-protein meals

In Q4 2024, Nestlé will launch Vital Pursuit, the first product range by a major food brand designed specifically for consumers taking GLP-1 weight loss medications.

Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users with the goal of complementing the eating habits of millions of Americans who are currently prescribed a weight-loss medication or actively working to manage their weight.

The new line is also well-suited to support a balanced diet for anyone on a weight management journey. The products are high in protein (to counteract the muscle loss commonly associated with the drugs), a good source of fibre, contain essential nutrients, and they are portion-aligned to a weight loss medication user’s appetite.

Since Ozempic, Wegovy and similar drugs work by decreasing appetite, Vital Pursuit’s 12 frozen meals and snacks will come in smaller portions.

According to the American Pharmacists Association, one in 60 adults was prescribed a GLP-1 medication in 2023, and that number is expected to jump this year. Morgan Stanley estimates approximately 10% of the US population could be on the drug by 2034 — that’s around 35 million people no longer experiencing constant cravings for processed foods.

The emergence of GLP-1 medications is undeniably shaping how Americans approach weight management

As the world’s largest food and beverage company, Nestlé is at the forefront of this growing market opportunity: “At Nestlé we want to be there for every moment in our consumers’ lives — today and in the future. 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,” said Steve Presley, CEO, Nestlé North America.

“We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.”  

People who are managing their weight may place a sharper focus on portion control and nutrient balance in their eating choices while still seeking great taste and accessibility.

Vital Pursuit will help meet this need through a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts, and pizzas, all for a suggested retail price of $4.99 and under (prices may vary by retailer).

The products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. Vital Pursuit also includes gluten-free options, and several air-fryer ready items for added convenience.

“We know that every consumer on a health journey has individualised needs and considerations, and having options to support those needs will continue to play an important role,” said Tom Moe, President, Nestlé USA Meals Division.

“Over the past several years, we have been expanding choices across our meals portfolio to address consumer eating habits, and as the market evolves, we’ll continue to expand Vital Pursuit with more product formats for our consumers.”

Vital Pursuit will be available in market by Q4 with 12 SKUs, hitting shelves at select retailers nationwide.

Source: Nestlé