Swiss food giant Nestlé is adapting to the rising trend of weight loss injections, such as Novo Nordisk's Wegovy, by introducing a specialised line of products. These new offerings, including frozen pizzas and protein-enriched pasta, are designed to address the unique nutritional needs of those using GLP-1 drugs, which are known to curb appetite and potentially lead to muscle loss.
The products, under the brand name "Vital Pursuit," are fortified with protein, iron, and calcium to compensate for potential nutrient deficiencies. They will hit supermarket shelves in the US in October, priced slightly higher than traditional Nestlé products.
This strategic move comes amidst concerns about potential sales losses for food companies due to the appetite-suppressing effects of GLP-1 drugs. However, Nestlé sees this as an opportunity to cater to a new market segment and has been developing these companion products since last year.
While the new products may gain popularity among GLP-1 drug users, it remains unclear how they differ from existing diet products. Nestlé is also producing weight-loss shakes and supplements for those experiencing side effects like nausea and constipation from the medications.
This development reflects a broader trend in the food industry to adapt to the changing landscape of weight loss and dietary needs. As weight loss injections become more widespread, companies like Nestlé are finding innovative ways to meet the evolving demands of consumers.
