Nestlé to Unveil Frozen Food Line for GLP-1 Drug Users in October
Nestlé, known for brands like Stouffer's and DiGiorno, is introducing a new line of frozen meals called Vital Pursuit, targeted at individuals taking GLP-1 drugs such as Ozempic and Wegovy for weight loss. This marks the first time Nestlé has created a brand specifically for those on these medications. The Vital Pursuit line will feature 12 portion-controlled meals that are high in protein and fiber, including options like bowls with whole grains or protein pasta, sandwich melts, and pizzas with cauliflower crust. These meals will be available in grocery stores later this year with a suggested price of $4.99 or less.
The launch comes amid growing interest in GLP-1 drugs, which have been shown to significantly reduce heart risk and promote weight loss. Nestlé aims to cater to the nutritional needs of individuals on these medications by enriching the meals with nutrients like potassium, calcium, and iron, which may be lacking due to reduced food intake. The company estimates that the market for GLP-1 drug users could exceed $100 billion, with 9 million Americans expected to be using these medications by 2030. Other companies, such as GNC, are also exploring opportunities in this expanding market.
