Nestlé To Launch GLP-1 Focused Frozen Food Line
Nestlé is formalizing its interest in products aimed at consumers using GLP-1 drugs like Ozempic and Wegovy by announcing the launch of frozen food line Vital Pursuit in Q4 2024.
The 12-SKU line will be specifically tailored to consumers who are currently taking GLP-1 drugs as well as those actively working on weight management. While not the first company to lean into the trend, Nestlé is one of the first major multinational producers to announce a line of food targeted to users of the class of drugs.
The meal formats are expected to range from pasta and grain bowls to sandwich melts and pizzas. All varieties will be portion-controlled and high in protein and fiber.
The new product line was initially hinted at during the company’s Q1 2024 earnings call on April 24 but no details were shared at the time. Nestlé’s leadership has been talking about how demand for GLP-1 drugs and alternatives have impacted the food industry and reshaped long term strategy for new products and positioning.
The rise of GLP-1 in the public discourse has brought “the whole topic of dieting and weight loss back to the top of the agenda,” said Nestlé S.A. CEO Mark Schneider said in the FY2023 earnings call.
“To put it in slightly flippant terms, diets are cool again,” he added. “It’s something that people used to do quietly on the side, uncertain about their outcomes. I think now with a much greater chance of success and strong scientific underpinnings, there’s a renewed interest in the topic and it’s something that gets discussed more and more openly.”
Food and beverage development firm Mattson recently hosted a webinar discussing some of its findings from a recent study of over 100 current and past anti-obesity medicine users. According to Mattson, 92% of respondents said they were regularly eating less, with 61% eating fewer meals and 51% consuming fewer snacks.
Nestlé already occupies a lot of territory in the frozen aisle of many grocery retailers with its Lean Cuisine and Stouffer’s brands as well as a number of frozen pizza brands. Utilizing that category expertise and its manufacturing muscle, Nestlé is hoping its Vital Pursuit line will resonate with weight-conscious consumers.
“As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers,” said Nestlé N.A. CEO Steve Presley in a statement. “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.”
Weight loss meal companies like Atkins and WeightWatchers quickly aligned with consumer interest in the drugs while meal delivery company Daily Harvest built out a GLP-1 Companion Food Collection at the beginning of the year. Smaller brands like Supergut and BelliWelli have used the trend to build brand awareness and expand their retail footprint in chains like Sprouts and GNC.
