Nestle the word\u2019s largest food and beverage company is launching a new frozen-food brand, Vital Pursuit. This new product line is aimed at the growing market of consumers who are using GLP-1 drugs like Ozempic and Wegovy.<\/p>\n
Over the last year, this weight loss and diabetes drugs have taken off as more options hit the market and celebrities like Oprah Winfrey and\u00a0Elon Musk\u00a0endorse them. According to a recent survey from health policy research organisation KFF, an estimate of one in eight adults in the U.S. has\u00a0used a GLP-1 drug\u00a0at some point. The total number of U.S. consumers taking the medication could soar to 31.5 million, or 9% of the total population, by 2035, according to\u00a0Morgan Stanley research indicated.<\/p>\n
As the drugs\u2019 popularity has soared, investors have grown concerned about what their rise means for food and beverage companies and fast-food chains. People who take the medication typically eat less frequently because they have fewer cravings and desire more protein and less sugary and fatty foods. In October,\u00a0Walmart\u2019s<\/span>\u00a0U.S. CEO\u00a0John Furner told\u00a0Bloomberg that people who pick up GLP-1 drugs from its pharmacies are buying less food, typically with fewer calories.<\/p>\n In all these research reports Nestle has seen an opportunity to cater to those consumers through Vital Pursuit.<\/p>\n Hear what Stephen Wood Persley, North America Nestle CEO has to say:<\/p>\n \u201cThe reality is, for the last 25 years, the diet has been dying, in a sense … For me, what we\u2019ve done is actually given consumers a new tool that actually gives them confidence and success on this journey\u201d.<\/em><\/p>\n The new brand\u2019s initial line-up of 12 items will include frozen bowls with whole grains or protein-packed pasta, along with\u00a0<\/strong>sandwich melts and pizzas. The products will include one or more essential nutrients, like protein, calcium or iron. The company plans to sell Vital Pursuit items for $4.99 or under and offer gluten-free options.<\/p>\n Vital Pursuit\u2019s packaging won\u2019t include mentions of GLP-1 medications, but Nestle said the company will more directly connect the brand to the drugs on social media.<\/p>\n The new line will hit the freezer aisle by the fourth quarter.<\/p>\n Nestle already owns Lean Cuisine, which was founded in 1981 as a healthier alternative to other frozen meals. But the company chose to create a new brand to reach GLP-1 users because Lean\u2019s branding focuses on consumers looking to limit their calories. But people who take GLP-1 medications may want to consume more nutrients, like protein, which can help with the muscle loss associated with the drugs.<\/p>\n \u201cThe consumer research shows that there are certain nutrients and certain macros that need to be delivered to actually help the consumers stay healthy along the journey of the GLP-1 treatment,\u201d Presley said.<\/em><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Nestle the word\u2019s largest food and beverage company is launching a new frozen-food brand, Vital Pursuit. This new product line is aimed at the growing market of consumers who are using GLP-1 drugs like Ozempic and Wegovy. Over the last year, this weight loss and diabetes drugs have taken off as more options hit the […]<\/p>\n","protected":false},"author":27,"featured_media":32122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[173,249],"tags":[],"class_list":["post-32121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-world-news"],"aioseo_notices":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/posts\/32121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/users\/27"}],"replies":[{"embeddable":true,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/comments?post=32121"}],"version-history":[{"count":3,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/posts\/32121\/revisions"}],"predecessor-version":[{"id":32125,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/posts\/32121\/revisions\/32125"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/media\/32122"}],"wp:attachment":[{"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/media?parent=32121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/categories?post=32121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abujacityjournal.com\/livenews\/wp-json\/wp\/v2\/tags?post=32121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}