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Diving overview:
- Nestle’s Boost brand has launched a pre-meal drink to help consumers suppress hunger and feel full. This product is available on Amazon and select CVS stores.
- The makers of Lean Cuisine and Hot Pockets say the liquid, which should be consumed 10 to 30 minutes before a meal, stimulates the body’s production of the natural hormone GLP-1. Boost products contain 10 grams of protein and 45 calories per serving.
- Mocha-flavored Boost Shots are marketed to consumers who use GLP-1 drugs or other medications to help maintain or lose weight. According to Nestlé, the product is not intended to replace weight loss drugs and is less effective than the drugs.
Dive Insights:
As consumers flock to GLP-1 drugs curbing demand for snacks and meals, companies such as: nestle Looking for a way to profit. Boost pre-dinner shots are marketed as a “nutritional drink that helps relieve hunger.” It is one of the first food or beverage products to specifically promote the production of the GLP-1 hormone.
The use of GLP-1 drugs such as Ozempic and Wegovy is changing the way many food companies develop and market their products. Mattson, a food innovation expert, found that consumers using these medications were changing their eating habits and seeking out foods with small amounts of protein and drinks to help them stay hydrated.
Analysts at Morgan Stanley predict that the global market for obesity treatments will reach $105 billion by 2030. While questions remain about the use of GLP-1 drugs, including long-term effects on an individual’s health and how long they should be taken, companies must be proactive in preparing for the future.
Nestlé recently launched its first major U.S. brand in nearly 30 years, called Vital Pursuit, for consumers taking GLP-1 medications and other individuals focused on weight management. Pizzas, sandwiches and bowls prioritize convenience, taste, portion size and providing much-needed nutrients like protein and fiber.
“Weight loss has evolved, so we’re making sure it’s evolving at the same pace to complement where it’s going,” Jennifer Barnes, vice president of brand marketing for Nestle’s nutritional portfolio, said in an interview in May. . “We want to make sure we’re leading the way in this space.”
Last week, Conagra Brands said more than two dozen of the company’s Healthy Choice products will carry labels indicating they are “GLP-1 friendly.” This will make Conagra Brands the first major food brand to list the popular weight loss drug on its packaging.
The packaged food giant said that starting in January, more than 20 frozen Healthy Choice items will carry a “badge” indicating they are high in protein, low in calories and high in fibre. This makes it ideal for consumers using the drug for weight loss. Or, you want to increase your consumption of healthier items.
