Dive Brief:
- Nestlé’s Boost brand launched a pre-meal drink to help consumers suppress their hunger and create a feeling of being full. The product is available on Amazon and select CVS stores.
- The Lean Cuisine and Hot Pockets manufacturer said the liquid, which should be consumed 10 minutes to 30 minutes before a meal, promotes the body’s natural production of the hormone GLP-1. The Boost offering contains 10 grams of protein and 45 calories per serving.
- The mocha-flavored Boost shot is marketed toward consumers using GLP-1 drugs or other medications to help them maintain or lower their weight. It is not intended to replace weight-loss drugs and it is less powerful than the medications, according to Nestlé.
Dive Insight:
As consumers flock to GLP-1 medications that suppress their demand for snacks and meals, companies like Nestlé are finding ways to benefit. The Boost pre-meal shots are marketed as “a hunger support nutritional drink.” It’s among the first food or beverage products to specifically tout the production of the GLP-1 hormone.
The use of GLP-1 drugs like Ozempic and Wegovy is changing the way many food companies develop and market their products. Food product innovation specialist Mattson found consumers using these medications are changing their eating habits and seeking out foods that are packed with protein in small portions and beverages that aid hydration.
Morgan Stanley analysts forecast the global market for obesity drugs will reach $105 billion by 2030. While there are lingering questions over the use of GLP-1 drugs, including their long-term impact on a person’s health and how long people will take them, companies need to be proactive in preparing for the future.
Nestlé recently launched its first major U.S. brand in nearly three decades called Vital Pursuit for consumers taking GLP-1 medications and other individuals focusing on weight management. The pizzas, sandwiches and bowls prioritize convenience, taste, portion size and delivering much-needed nutrients such as protein and fiber.
“Weight loss has evolved, and so we are making sure that we’re evolving at the same pace to complement where it is going,” Jennifer Barnes, vice president of brand marketing for Nestlé’s nutritional meals portfolio, said in an interview in May. “We want to make sure that we’re leading in this space.”
Last week, Conagra Brands said more than two dozen of the company’s Healthy Choice offerings will feature a label indicating the meals are “GLP-1 friendly,” making it the first major food brand to call out popular weight-loss medication on its packaging.
The packaged foods giant said starting in January, more than two dozen frozen Healthy Choice items will feature a “badge” showing the products are high in protein, low calorie and a good source of fiber — making them ideal for consumers using medications to lose weight or looking to increase their consumption of healthier items.
