Nestlé is planning to introduce Vital Pursuit, a new line of foods intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management. The products, which include a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts and pizzas priced at $4.99 and under, are high in protein, a good source of fiber, contain essential nutrients, and are portion-aligned to a weight loss medication user’s appetite.
Scheduled to roll out in the fourth quarter of this year with 12 SKUs hitting shelves at select retail grocery stores across the USA, the range is also well-suited to support a balanced diet for anyone on a weight management regimen.
Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users with the goal of complementing the eating habits of millions of Americans who are currently prescribed a weight loss medication or actively working to manage their weight.
The emergence of GLP-1 medications such as Ozempic, Wegovy and Zepbound is shaping how many consumers approach weight management, and as the world’s largest food and beverage company, Vevey, Switzerland-headquartered Nestlé, is eyeing this growing market opportunity with great expectation.
Nearly half (49%) of American adults have reported that they have tried to lose weight at some point during a year, according to the National Center of Health Statistics (NCHS). The American Pharmacists Association reports that one in 60 adults were prescribed a GLP-1 medication in 2023, and the number is expected to jump in 2024. Additionally, J.P. Morgan Research predicts that total GLP-1 users in the United States may reach 30 million by 2030, or around 9% of the population.
“Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category,” said Steve Presley, chief executive officer of Rosslyn, Virginia-headquartered Nestlé North America. “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.”
Vital Pursuit products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. The range includes gluten-free options, and several air-fryer ready items for added convenience.
“We know that every consumer on a health journey has individualized needs and considerations, and having options to support those needs will continue to play an important role,” said Tom Moe, president of Nestlé USA Meals Division. “Over the past several years, we have been expanding choices across our meals portfolio to address consumer eating habits, and as the market evolves, we’ll continue to expand Vital Pursuit with more product formats for our consumers.”
