Nestlé debuts a range of frozen meals for individuals taking Ozempic and similar GLP-1 medications.
Vital Pursuit, Nestle's freshly announced frozen food lineup, claims to cater to a new market of individuals taking weight loss medication. This innovative brand is slated to include 12 different meals, all high in fiber and protein. These meals are projected to accompany consumers who are using GLP-1 weight loss meds, and individuals that are intensely focused on losing or maintaining their weight.
This venture by Nestle is indicative of its response to the burgeoning market of obesity medication which J.P. Morgan projects could yield $100 billion in sales by 2030. Picture 9% of the US population relying on weight loss medications by this date.
Even though the long-term implications of GLP-1 drugs on health remain questionable, a recent study on Wegovy reported a decreased heart risk as an additional benefit while contributing to weight loss. The results indicated that the average weight loss of those utilizing the medication persisted over a period of four years.
The utilization of GLP-1s has revolutionized the way individuals eat, in relation to both the size of their portions and the frequency, mentioned by Nestle North America’s CEO Steve Presley. He declared in a recent press release that Vital Pursuit offers flavorful, convenient food that corresponds with the requirements of customers in this particular sector.
Vital Pursuit is scheduled to hit groceries stores before the end of the year at a suggested price of $4.99 or less. These meals, made from whole grains or protein pasta, encompass varied options like a range of sandwich melts, pizzas, and bowls, enriched with nutritious elements such as potassium, calcium, and iron which might be lacking due to reduced overall food intake.
The introduction of this brand to Nestle's lineup of consumer products is a well-calculated move, expressed by Neil Saunders, retail analyst and managing director at GlobalData Retail. He emphasized how GLP-1 drugs could disturb the operations of food manufacturers.
Nestle already has Lean Cuisine, a well-established diet-oriented frozen food brand, which has been serving calorie-counting eaters for over four decades. However, Saunders remarked to CNN that this brand is perceived as old-fashioned by the contemporary customer.
Vital Pursuit is essentially designed to court a broader audience for the company through a modern, nutritionally-focused approach.
Other companies are also identifying the potential of GLP-1 drugs and adjusting their strategies accordingly. GNC, a seemingly resurrected vitamin and supplement outlet, has implemented a dedicated section in its US stores, stocking vitamins, protein shakes, and supplements specifically tailored for those taking the drugs. Costco has begun offering Ozempic at its pharmacies in association with its low-cost healthcare partner Sesame. The initiative offered since April, consists of consulting with a weight loss specialist, receiving a suitable GLP-1 or weight loss prescription, and continuous medical guidance via unlimited messaging with a healthcare provider.
WeightWatchers has introduced a membership plan enabling members to access doctors capable of prescribing these weight loss drugs as necessary. The company also secured a substantial deal to acquire Sequence, a telehealth business that provides virtual prescriptions for the aforementioned medications to eligible patrons.
For fitness centers like gyms, the trend of GLP-1 users has signaled a shift in their strategies. Luxury gyms, such as Life Time, have been acquiring weight loss clinics featuring medical practitioners capable of prescribing GLP-1s, while Equinox has launched a specialized personal training program for members on these drugs to maintain their muscle mass.
The escalation of the GLP-1 market has caused food companies to foresee reduced intake of their traditional products, as current users of these medications are projected to buy 8% less food - pertaining to snacks, soft drinks, and high-carb items compared to those not using GLP-1 drugs.
Saunders concludes by asserting that Vital Pursuit communicates to investors & stakeholders that Nestle is proactively adapting to this lucrative opportunity.
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In this new market, Nestle's Vital Pursuit aims to provide flavorful and convenient food options for individuals taking GLP-1 medications, catering to their specific dietary needs. With the growth of the obesity medication market, food businesses must adapt to the changing consumer habits caused by the use of GLP-1 drugs.
Source: edition.cnn.com
