Nestle is launching a new food brand aimed at people taking weight-loss drugs such as Wegovy, focusing on high-protein, high-fiber, and nutrient-rich meals without directly naming the medications. This strategy, according to Tom Moe, Nestle USA’s president of meals, avoids regulatory issues by not mentioning specific drug names on the packaging.
Nestle plans to promote its new Vital Pursuit line of $5-and-under frozen meals through social media. Moe explained, “We won’t directly make the connection [to the drugs] on the food package,” emphasizing the company’s cautious approach.
The launch of fajita melts and pizzas this autumn places Nestle in competition with other companies catering to individuals using appetite-suppressing GLP-1 agonists, such as Novo Nordisk’s Wegovy and Ozempic. These medications have significantly reduced food intake among users, posing a threat to the profits of snack-makers and fast-food chains.
For example, Biocare offers a $4.50-per-serving drink that claims to alleviate side effects like nausea for users of semaglutides, the active ingredient in Wegovy and Ozempic. Similarly, Herbalife markets shakes in a $185.10 bundle, claiming to meet the nutritional needs of those on “the shot,” a term used for these injectable drugs.
Doctors recommend that individuals on these medications continue consuming protein-rich foods to maintain energy levels and prevent muscle loss, despite gastrointestinal side effects. Retailers like GNC have also created sections dedicated to GLP-1 users, selling protein powder and fiber supplements.
By avoiding direct references to weight-loss drugs, Nestle steers clear of regulatory scrutiny. Moe clarified, “We’re not a medication; we’re a food product.” Food attorney Lauren Handel explained that mentioning drugs could imply that the food treats or prevents disease, a claim only approved by the US Food and Drug Administration (FDA).
While labeling items as “suitable for people on a diet” or “companions” to the medications might comply with FDA regulations, companies like Herbalife take more risks. Herbalife’s Facebook page directly addresses GLP-1 users, suggesting their GLP-1 Companion Pack supports nutritional needs.
Herbalife’s chief commercial officer, Frank Lamberti, stated that using the term GLP-1 instead of specific drug names avoids excluding users of other medications or those monitoring their weight post-medication. Robard Corp, the maker of Biocare, markets its drink through influencers who use GLP-1s, such as Ashley Dunham, who praised the product on TikTok.
Major companies like Coca-Cola and Danone promote products suitable for GLP-1 users, emphasizing low sugar or high protein content. For instance, Coke’s Fairlife shakes, containing up to 42 grams of protein, are popular on social media among GLP-1 users, although the company does not use paid influencers or directly link the shakes to weight loss.
Healthy Choice meal maker Conagra Brands also avoids naming drugs on packaging, focusing on protein and fiber content to signal suitability for GLP-1 users. Megan Bullock, Conagra’s director of strategic insights, mentioned that mentioning drug names might deter non-users from purchasing the food. Bob Nolan, Conagra’s vice president of demand science, noted the potential to increase frozen meal sales to this consumer group without developing new brands.
Kelli Frias, a marketing professor at American University, noted that consumers lack clear guidance on what to eat while on these medications. Food companies are thus trying to create new associations and educate consumers on suitable foods for their dietary needs.