Vital Pursuit: Nestlé's Answer to the Growing GLP-1 Weight Loss Market

Krissy Vann | Host, All Things Fitness and Wellness

Nestlé has announced the launch of Vital Pursuit, a new food line designed to support users of GLP-1 weight loss medications and consumers focused on weight management. These products are high in protein, a good source of fiber, and contain essential nutrients. They are also portion-aligned to match the appetite of weight loss medication users.

Vital Pursuit is Nestlé's first food brand specifically targeted at GLP-1 users, aiming to complement the dietary habits of millions of Americans prescribed these medications or actively working to manage their weight. The rise of GLP-1 medications, such as Ozempic and Wegovy, is significantly influencing how Americans approach weight management. As the world's largest food and beverage company, Nestlé is now entering this growing market opportunity.

According to the National Center of Health Statistics, nearly half (49%) of American adults have attempted to lose weight within a year. In 2023, one in 60 adults were prescribed a GLP-1 medication, with the number expected to increase in 2024, according to the American Pharmacists Association. J.P. Morgan Research predicts that by 2030, the total number of GLP-1 users in the U.S. could reach 30 million, representing around 9% of the population.

"At Nestlé, we want to be there for every moment in our consumers’ lives—today and in the future," said Steve Presley, Chief Executive Officer of Nestlé North America. "As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category."

For those managing their weight, portion control and nutrient balance are crucial considerations. Vital Pursuit addresses these needs with a variety of frozen formats, including bowls with whole grains or protein pasta, sandwich melts, and pizzas, all priced at $4.99 and under (prices may vary by retailer). The products are portion-aligned and include essential nutrients such as protein, vitamin A, potassium, calcium, or iron. Additionally, Vital Pursuit offers gluten-free options and several air-fryer ready items for added convenience.

Vital Pursuit will be available in the market by Q4, with 12 SKUs hitting shelves at select retailers nationwide.

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