Nestlé responds to boom in GLP-1 drugs with a new line of frozen, high-protein meals

In Q4 2024, Nestlé will launch Vital Pursuit, the first product range by a major food brand designed specifically for consumers taking GLP-1 weight loss medications. Since Ozempic, Wegovy and similar drugs work by decreasing appetite, Vital Pursuit's 12 frozen meals and snacks will come in smaller portions. They'll also contain extra protein to counteract the muscle loss commonly associated with the drugs. 

Meanwhile, Abbott repeatedly referred to GLP-1 medications when releasing its new high-protein nutrition shakes, and Daily Harvest created a GLP-1 Companion Food Collection.

According to the American Pharmacists Association, one in 60 adults was prescribed a GLP-1 medication in 2023, and that number is expected to jump this year. Morgan Stanley estimates approximately 10% of the US population could be on the drug by 2034 — that's around 35 million people no longer experiencing constant cravings for processed foods...