Supermodel Kate Moss once said, “Nothing tastes as good as skinny feels.” Although this quote was controversial then, a popular food brand seems to have taken this saying to heart by implementing a small addition that could become a massive trend in the food industry.
Fitting the stereotypical beauty standards has become a hyper-fixation that many people strive to achieve, and the diet industry has made billions by taking advantage of people’s desires.
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Glucagon-like peptide-1, commonly known as GLP-1, is a hormone that helps regulate blood sugar, digestion, and appetite. This medication is used to treat type 2 diabetes and obesity, as it increases insulin production and reduces the amount of sugar produced by the liver.
GLP-1 medications like Ozempic, Wegovyn, Mounjaro, and Trulicity have recently become popular among those trying to lose weight. Celebrities who have credited these weight-loss drugs with helping them shed pounds — including Oprah, a former WeightWatchers (WW) board member — have also helped turn these medications into household names.
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According to the KFF Health Tracking Poll, approximately 12% of adults say they have taken a GLP-1 medication as of May 2024, with 6% saying they are currently on it. Additionally, 32% of adults say they have heard “a lot” about these drugs, reflecting a 19% increase from July 2023.
A person is seen getting ready to inject an Ozempic dose.
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Healthy Choice becomes the first to add a GLP-1 label to its frozen meal packaging
Conagra Brands (CAG) , the parent company of Healthy Choice, announced that starting January 2025, the badge “On Track” will be featured on 26 of its frozen meal options to indicate that they are high in protein, low calorie, and a good source of fiber.
This new label aims to target GLP-1 users, making Healthy Choice the first major food brand to have a GLP-1-friendly label on its packaging.
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Since its inception, Healthy Choice has promoted portion control and healthier options for an affordable price. It has also kept up with consumers’ needs by implementing options for other dietary needs, including plant-based, gluten-free, low-carb, no added sugar, and more, all with labels that make it easier for consumers to differentiate.
“The increased use of GLP-1 medications presents an exciting opportunity to support Americans managing diabetes and weight loss, as well as those seeking to lead a healthier lifestyle,” said Bob Nolan, vice president of demand science at Conagra Brands. “Our on-track badge reflects our commitment to providing accessible, healthy meal options tailored to their needs.”
The company noted that the addition of this new label is not a newly developed line of frozen meals made specifically for those taking GLP-1 medications, as the company hasn’t changed its original products. However, the meals have been reviewed and approved by the United States Department of Agriculture (USDA) to ensure they meet regulatory standards.
Nestlé creates Vital Pursuit to target GLP-1 consumers
Although Healthy Choice might be the first brand to include GLP-1 labels on its packaging, another company has already developed an entire brand dedicated to this market.
In September, Nestlé (NESAF) announced the launch of Vital Pursuit, the company’s newest frozen food brand geared specifically towards GLP-1 consumers.
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Vital Pursuit consists of fourteen comfort meals, prioritizing smaller portions and including at least 20 grams of protein. The offerings include bowls, pasta, sandwiches, pizza, and more, all with a healthier twist.
“People taking these medications not only have a decreased appetite, but they must adjust their diets with a sharper focus on smaller portions, while also prioritizing beneficial nutrients for their health,” said Marlene Schmidt, registered dietitian and senior health and wellness manager at Nestlé in the press release about the new line. “To complement these eating habits, we’re striving to take the guesswork out of mealtime with thoughtfully portioned, nutritious, accessible options.”
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