Nestlé launches food line targeting Ozempic, other weight-loss drug users

Nestlé is launching a line of food products tailored to people using weight-loss medication in an effort to capitalize on a market expected to reach $30 billion in the next six years.

Under its new Vital Pursuit brand, the global food giant plans to launch 12 products ranging from frozen protein pasta, sandwich melts and pizzas, all of which are made with a higher amount of protein and essential nutrients like iron, vitamin A and potassium. They are also “portion-aligned to a weight loss medication user’s appetite,” the company said. 

It’s the first time the company, known for brands like DiGiorno pizza and Nesquik, created a food brand that’s specifically intended for glucagon-like peptide 1 (GLP-1) users.

GLP-1 agonists are a class of Type 2 diabetes drugs that improves blood sugar control but may also lead to weight loss. Semaglutide, which is the active ingredient in Novo Nordisk’s Wegovy and Ozempic, as well as tirzepatide, which is the active ingredient in Eli Lily’s Mounjaro and Zepbound, are considered GLP-1 drugs.  

They have surged in popularity in recent years as people touted the drugs’ weight-loss effects. In turn, food executives are noticing some shoppers’ habits are changing. 

For instance, Walmart U.S. CEO John Furner said during an earnings call in November that while it was still too early to tell how this will affect customers and the business, the company has seen “some shifts in categories.”