Nestle launching Vital Pursuit frozen food for GLP-1 drug users.

From NBC Universal: 2024-05-21 09:23:12

Nestle is launching Vital Pursuit, a frozen-food brand targeting consumers using GLP-1 drugs like Ozempic. 1 in 8 adults in the U.S. have used a GLP-1 drug with 6% currently using one, projected to reach 31.5 million users by 2035. Investors worry about the impact on food companies as users eat less and seek healthier options.

Vital Pursuit’s lineup includes frozen bowls, sandwiches, and pizzas with essential nutrients. Priced under $4.99, gluten-free options will be available. The brand aims to cater to GLP-1 users by offering nutrient-rich options for those seeking a healthier diet. Nestle’s expanding focus on health-conscious consumers includes divesting its U.S. candy business in 2018.

Shares of Nestle have fallen 16% this year to $278 billion market value. The company anticipates slower global growth due to consumer inflation concerns impacting product sales. CEO Steve Presley expressed confidence in Vital Pursuit’s ability to offer success and confidence to consumers on their health journey. The company plans to connect the brand to GLP-1 drugs through social media promotion.



Read more at NBC Universal: Nestle to launch Vital Pursuit frozen food for GLP-1 users