Nestlé is launching a new line of frozen meals called Vital Pursuit in Q4 2024, specifically designed for people taking GLP-1 weight loss medications like Ozempic and Wegovy. These medications work by decreasing appetite and can lead to muscle loss, so Vital Pursuit's 12 frozen meals and snacks will be smaller in portion size and contain extra protein to counteract this.
Key points:
Target Market: Vital Pursuit is the first product range by a major food brand specifically designed for people taking GLP-1 weight loss medications.
Product Features: The meals will be smaller in portion size and contain extra protein to counteract muscle loss associated with GLP-1 medications.
Other Companies: Abbott and Daily Harvest have also released products targeting this market.
Growing Market: The number of people using GLP-1 medications is increasing rapidly, and Morgan Stanley estimates that 10% of the US population could be using the drugs by 2034.
This trend highlights the growing market for products catering to the needs of people taking GLP-1 medications, and Nestlé's Vital Pursuit is a significant step in this direction. It will be interesting to see how this product line performs and whether other food companies will follow suit.
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