from the Nestle announcement
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Nestlé Reveals New Brand for Weight-Loss Drug Users in the U.S.

May 21, 2024
Vital Pursuit, expected later this year, makes Nestlé North America the first major processor addressing the growing use of GLP-1 drugs for weight control.

Nestlé North America apparently is the first major food processor to address users of GLP-1 weight loss medications by introducing (later this year) Vital Pursuit as a line of foods intended as a companion for users of those drugs “and all consumers focused on weight management in the U.S.”

It may be more marketing than novel product development, as the formula is familiar: “The products are high in protein, a good source of fiber, contain essential nutrients, and they are portion-aligned to a weight loss medication user's appetite,” today’s announcement said. “The new line is also well-suited to support a balanced diet for anyone on a weight management journey.”

The planned products all appear to be frozen items, including bowls with whole grains or protein pasta, sandwich melts and pizzas.

GLP-1 drugs, based on semaglutide, were developed nearly 20 years ago to help control type 2 diabetes, but users also experienced weight loss because of a change in eating habits. Wegovy apparently is the only drug approved by the FDA for obesity management, but it’s believed Ozempic, Rybelsus and others -- you've seen the TV commercials -- already approved for treating diabetes, will also get approval for weight control.

Calling this an emerging category, Steve Presley, CEO of Nestlé North America, said, "We're leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love."

The news release explained, “People who are managing their weight may place a sharper focus on portion control and nutrient balance in their eating choices while still seeking great taste and accessibility. The products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. Vital Pursuit also includes gluten-free options, and several air-fryer ready items for added convenience.”

Vital Pursuit will be available in the U.S. by the fourth quarter of 2024.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.

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