Factor Overhauls Menu With Protein, GLP-1 Focus

Ready-to-eat meal delivery business Factor claims it has executed its largest menu overhaul as it works to elevate “science-backed nutrition” via more than 100 new weekly offerings designed to appeal to a variety of consumer demands including high-protein, GLP-1 support and globally inspired flavors.

Alongside the overhaul, the company appointed registered dietician, influencer and cookbook author Kylie Sakaida to the newly created role of No BS (Bad Science) Officer.

The menu realignment comes five years after Factor (formerly Factor75) sold to German-owned HelloFresh for $277 million; during that post-COVID period consumer interest in nutrition has also been increasing, culminating with the rapid proliferation of the Make America Healthy Again (MAHA) movement last year.

“At Factor, we believe nutritious food should be straightforward, convenient, and delicious, and our latest menu expansion reinforces that mission,” said Adam Park, CEO of Factor U.S., in a press release. “We’ve doubled our menu options to include more of what our customers want – from high-protein choices to globally inspired veggie-packed dishes.”

All of the meals within the new menu are gluten-free and free from refined sugar in addition to including two fruits and vegetables. The updates will double the brand’s High Protein options, extend its existing GLP-1 Support line and bring additional Mediterranean Diet-inspired recipes into the fold.

Additionally, all meals now feature premium proteins at no extra cost, the company claims, adding that these changes are “just the beginning.”

With Sakaida’s appointment, Factor has also taken a strong stance in its efforts to fight nutrition misinformation, highlighting that nearly one-third of Factors’ Refresh survey respondents reported that “what I eat in a day” influencer videos help them to eat healthier.

However, the survey also found that while 59% of Americans prioritize nutrition advice from healthcare professions, 47% turn to health and wellness blogs “almost as frequently.” Sixty one percent of Millennials and 70% of Gen Z use social media for nutrition advice and overall, just 9% get nutrition advice from the government.

“Relying on influencers and platforms like TikTok, Instagram, and Facebook… leaves plenty of room for nutrition myths and misinformation to spread,” the company stated.

The timing of Factor’s menu overhaul and push against nutrition information comes a day ahead of the anticipated release of the MAHA Commission’s second report, “Make Our Children Healthy Again Strategy.” It also comes several weeks after rival Blue Apron unveiled “a major evolution” of its own, including a new identity, expanded product lineup and subscription-free shopping options.