Nestle will introduce a new line of frozen pizzas and protein-rich pasta worth $5 in the U.S. market, specially designed for individuals taking weight-loss medications such as Wegovy or Ozempic. The company mentioned that these products are tailored for people looking to supplement their nutritional needs after taking these medications, with higher protein, iron, and calcium content.
According to Reuters, the Switzerland-based global food giant developed these new products with more protein, iron, and calcium for individuals using GLP-1 agonists, popular appetite suppressants. Nestle sells its DiGiorno pizza and Stouffer’s meal brands to major grocery retailers.
Tom Moe, President of Nutrition at Nestle USA, stated that the company will offer these dietary options under the new brand “Vital Pursuit” as a “food solution” for those seeking to replenish the necessary nutrients post taking these weight-loss drugs, like “proper nutrition – high protein, quality fiber, proper minerals (such as potassium and vitamin C).”
These products are set to hit shelves in supermarkets in October, priced at $4.99 or lower, slightly more expensive than a $4.79 pizza at Target.
Nestle’s major brands include KitKat chocolate bars and Nescafe coffee, and since last year, the company has been developing complementary products for GLP-1 weight-loss drugs.
Moe expressed, “We are making rapid progress in this area.”
Nestle CEO Mark Schneider stated in October last year that the company is “closely” monitoring whether promoting the use of these drugs will dampen the demand for their food products. He also mentioned that Nestle is developing “complementary products” that may limit “the loss of lean muscle mass” in individuals taking the medication.
Some investors are concerned that food companies may experience a loss in sales due to appetite-suppressing drugs. However, executives from companies like Nestle and Conagra believe that these drugs present new sales opportunities for products like beef jerky, popcorn, and frozen meals.
Approximately one-eighth of U.S. adults have used GLP-1 drugs, but Goldman Sachs estimates that in the next four years, between 10 to 70 million American consumers could be taking these medications.
Moe mentioned that Nestle engaged in conversations with individuals taking GLP-1 drugs while developing the “Vital Pursuit” brand meals, and they will soon offer them samples. He added that the company initially launched this brand at Walmart, followed by Kroger and other major retailers like Target.