Next year, Nestlé plans to launch a new food line to help Americans using weight-control drugs such as Ozempic and WeGoby.
Vital Pursuit is the food company's first brand designed to provide a balanced diet not just for GLP-1 (glucagon-like peptide-1) users, but for anyone looking to manage their weight.
The brand will feature high-protein products that are rich in fiber and essential nutrients. Meals in frozen format include protein pasta, whole grain bowls, sandwich melts, pizza and more, all priced under $4.99.
“As the use of medicines to support weight loss continues to increase, we see an opportunity to serve these consumers,” Nestlé North America CEO Steve Pressley said in a news release. ” he said. “Vital Pursuit provides accessible and delicious food options that support the needs of consumers in this emerging category.”
The brand is expected to launch in the U.S. early next year, at the end of the fourth quarter of 2024.
Brands that offer gluten-free air fryer options
In addition to being high in protein, the product contains vitamin A, potassium, calcium, and iron. Nestlé said the brand will also offer gluten-free options and several products that are air fryer compatible.
“We understand that health-conscious consumers have individual needs and considerations, and having options that support those needs will continue to play an important role.” said Tom Moe, president of U.S. Foods.
GLP-1 receptor drugs are becoming very popular among consumers. Quarterly sales of anti-obesity drugs will exceed $1.1 billion by mid-2023, according to a report from the Congressional Budget Office.
According to the American Pharmacists Association, 1 in 60 adults was prescribed a GLP-1 drug last year, and that number is expected to rise.
Contributor: Ken Alltucker
