Nestle targets weight loss drug users with new food brand | Employee Benefits and Pension Monitor Industry News
The new food line is aimed at weight loss drug users with an emphasis on high protein and fiber content.
Nestle executives told Reuters in an interview that its new food brands will target people taking weight-loss drugs such as Wegobee, emphasizing that the meals are rich in protein, fiber and nutrients without naming the drugs.
Tom Moe, president of Nestle USA's foods division, said the company avoids putting pharmaceutical names on its packaging due to regulatory concerns, The Globe and Mail reported.
Nestle will instead promote its Vital Pursuit line of frozen meals, which cost under $5, on social media. “We have no intention of making a direct link (to drugs) on the food packaging,” Moe said.
Nestle's decision not to name drugs such as Novo Nordisk's Wegovy and Ozempic reflects the uncertainty facing global food companies investing in products aimed at people using appetite suppressants.
These GLP-1 agonists threaten the profits of snack manufacturers and fast food chains because users significantly reduce their food intake.
Nestle plans to launch fajita melts and pizzas this fall to compete with other companies that make specific claims about their products aimed at people taking those drugs.
For example, Biocare, a $4.50-a-cup drink, claims it “reduces side effects” such as nausea in users of Wegobee and semaglutide, the active ingredient in Ozempic.
Doctors advise people taking these drugs to continue eating foods, especially those rich in protein, to maintain energy and prevent muscle loss despite the gastrointestinal side effects.
Herbalife sells the shake for $185.10, claiming it meets the nutritional needs of people who take “the shot,” a nickname for the injectable drug. Retailers like GNC are also hoping to cash in by creating sections specifically for GLP-1 users, selling protein powders and fiber.
By avoiding direct references to weight-loss drugs on Vital Pursuit's packaging, Nestlé can protect itself from regulatory scrutiny. “We're not a medicine, we're a food,” Moe explained.
Food lawyer Lauren Handel said mentioning these drugs implies that the food treats or prevents disease, a claim that is only allowed by the U.S. Food and Drug Administration.
“This is a tricky area where you have to be careful what you say. The safest course of action is to not say anything about drugs,” Handel said.
That caution extends to advertising, where products could comply with FDA regulations by labeling them as “for dieters” or “your medicine's companion.”Some companies, like Herbalife, are taking bigger risks.
Herbalife's Facebook page directly addresses GLP-1 users, saying, “Are you using a GLP-1 weight loss drug? Support your nutritional needs with Herbalife's GLP-1 Companion Pack.”
Herbalife's chief commercial officer, Frank Lamberti, explained that the company chose the term GLP-1 rather than a brand name such as Ozempic so as to not exclude people who use other medications or who have stopped taking the drug but continue to monitor their weight.
BioCare's manufacturer, Robard, markets its drinks through influencers who use GLP-1. BioCare influencer Ashley Dunham of Jacksonville, Fla., sang the product in a TikTok video, saying it was “absolutely game-changing” in helping her keep the weight off after losing 100 pounds.
Companies such as Coca-Cola and Danone are promoting their products as suitable for people taking these drugs by highlighting their low sugar and high protein content: Coca-Cola's Fairlife shake, which contains up to 42 grams of protein, has been popular among GLP-1 users on social media.
Fairlife doesn't have any paid partners or influencers to link its shakes to GLP-1 or weight loss, and it doesn't offer free products or incentives to these consumers, but the company acknowledges that users rate the shakes highly.
Healthy Choice food maker Conagra Brands Inc. also avoids putting the names of drugs on packaging for products aimed at people who take such medications, as it could discourage non-users from purchasing the foods, said Megan Block, director of strategic insights at Conagra.
Bob Nolan, Conagra's vice president of demand science, said the company is highlighting the protein and fiber content of its existing products to show they're suitable for GLP-1 users. Conagra doesn't currently have plans to develop new brands for this market, but it does see the potential to sell more frozen foods to these consumers.
Consumers don't have a clear idea of ​​what they should eat while taking these drugs, said Kelly Frias, a marketing professor at American University. Food companies are aiming to educate consumers on what foods fit their needs and create new associations.
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