Nestle is entering the GLP-1 market. The food giant announced yesterday that it is launching a frozen food brand for those who use weight loss drugs like Ozempic and Wegovy, becoming one of the first major food brands to respond to the growing popularity of GLP-1 medications.
Vital Pursuit, the frozen food brand, offers foods with essential nutrients at $4.99 or less, says Nestle.
The big picture
Nestle’s move highlights a broader industry debate on how anti-obesity drugs might impact food sales.
Some executives from Oreo-maker Mondelez International and Twinkies manufacturer J.M. Smucker downplay the potential impact.
Meanwhile, Walmart CEO John Furner told Bloomberg that GLP-1 patients were buying “less units, slightly less calories” from the retailer.
Endorsed by celebrities, GLP-1 drugs have gained popularity. One in eight US adults uses these drugs, according to a recent survey from KFF. The number could increase to 31.5 million users, or 9% of the population by 2035, according to JPMorgan.