Nestlé launches new food line for weight-loss drug users

Nestlé is introducing a new line of food products designed for people using weight-loss medications. This move aims to tap into a market that is expected to grow to $30 billion in the next six years.

The new brand, called Vital Pursuit, will offer 12 products including frozen protein pasta, sandwich melts, and pizzas. These items are high in protein and essential nutrients like iron, vitamin A, and potassium. They are also portioned to fit the smaller appetites of weight-loss medication users, according to the company.

Weight-loss medications, such as Wegovy, Ozempic, Mounjaro, and Zepbound, have become very popular recently because of their weight-loss effects. This popularity has caused some changes in how people shop for food. For example, Walmart U.S. CEO John Furner mentioned that while it’s early to see the full impact, there have been ‘some shifts in categories’ and a slight decrease in the number of items and calories bought.

Nestlé sees a chance to lead in this growing market opportunity. Novo Nordisk, the maker of Wegovy, reported that at least 25,000 Americans are starting treatment with Wegovy each week, and this number is increasing. In fact, there are now four times more U.S. patients starting on Wegovy compared to December 2023.

Steve Presley, CEO of Nestlé North America, said, “As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers.” He added that Nestlé is using its knowledge of consumer needs and nutritional science to create products people will enjoy.

Nestlé plans to price these new products at less than $5 each, though prices might vary by retailer. The products will be available in stores in the fourth quarter of 2024. It is not yet known if they will be sold in the Netherlands.

Source: New York Post

Nestlé building